Small Customers, Big Idea: Naomi Leight-Give’on and husband, Amir, at their Wiggle & Work co-working space.

Small Customers, Big Idea: Naomi Leight-Give’on and husband, Amir, at their Wiggle & Work co-working space. Photo by Ringo Chiu.

New mom Naomi Leight-Give’on was having a hard time balancing the demands of her professional work and parenting responsibilities.

Soon after she gave birth, Leight-Give’on began to teach part time, but she couldn’t find child care that was affordable and flexible. Sometimes she’d hire a babysitter at home just so she could run to a nearby coffee house to focus.

“I thought, ‘Why isn’t there a solution for parents who need a few hours to get some things done?’” she said. The problem seemed particularly acute for workers in the gig economy, and that gave Leight-Give’on an idea.

Together with her husband and a family friend, Leight-Give’on opened Wiggle & Work, a co-working office with a new perk: on-site, affordable child care.

The 3,200-square-foot workspace in East Hollywood, which opened 10 months ago, lets parents book day care for children up to age 4 on their mobile device in two-hour slots for $10 to $20 an hour.

Wiggle & Work isn’t the only game in town when it comes to child-friendly co-working spaces. In Santa Monica, mother and entrepreneur Keltse Bilbao was facing similar challenges when she came up with her plan for Big and Tiny, which opened seven months ago.

Both companies offer membership services that allow for unlimited drop-ins and pricing slides depending on how much time is reserved. On the weekends, the space can be booked for parties.

The co-working spaces provided what they couldn’t find in their community, Bilbao and Leight-Give’on said, and child care slots at both co-working spaces quickly sell out.

Growing market

“There’s a child care crisis,” said Michelle McCready, deputy executive director of Virginia-based child advocacy nonprofit, Child Care Aware of America. The organization estimates the average price tag at a traditional child care center can easily rack up to $17,000 a year for child under 2 years of age and more than $11,000 annually for a child between 2 and 3 years old, which for many parents simply isn’t affordable.

In what her organization calls child care deserts, demand for care far outweighs the supply, and many parents have to get creative, McCready said. “There is not a lot of child care solutions for families, so parents are creating their own.”

Across the country, parents have formed informal cooperatives where they share nannies to offset the cost of child care. And web-based applications like Inc., which connects caregivers and families, have drawn many users.


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