A Two Feet Retrospective: m-Time

In the lead up to Two Feet 2017, we want to look back on some of the incredible work our alumni are doing.


This week, we look to m-Time, an enterprise run by Dr Yan Ting Choong and Sarah Agboola out of Melbourne. Yan came up with the idea for m-Time after reflecting on a custom in Chinese culture. After a woman gives birth, a nanny is sent to her home to support the new mother emotionally and physically through the child’s first month. This gives the new mother the space and time to recover from birth and to focus on bonding with her child.

Sarah came on board when she realised her social engineering and digital community skills could help to create a shift in the mindset of new parents toward normalising accepting help.

Through further research, Yan and Sarah discovered that new mothers with adequate support form better bonds with their babies and have higher sense of self-worth. When mothers take regular time for self-care, they are likely to be happier. Yan reasoned that if having dedicated time for self-care helped new mothers in other countries, it should also be a norm in western cultures.

Last year, the duo were part of our Melbourne Two Feet cohort. We chatted to them about how m-Time is going and what’s coming up for the enterprise this year.

 

“It shouldn’t be considered taboo to admit that it’s hard or that sometimes you need help. Instead, we’d like to see a new narrative about the importance of parents taking care of themselves physically and mentally”.

– Sarah Agboola (L) and Dr Tan Ting Choong (R), co-Founders of m-Time

 

Hi Sarah and Yan! Why did you start m-Time?

m-Time came to life through a desire to support transitions into parenthood. After a series of interviews and product testing with parents of all backgrounds, we quickly determined that working parents of both genders desired more time to bond with their children, and have more time for self-care.This insight shaped m-Time as it stands today and led to the development of our signature Mumcierges, all-in-one personal assistants for parents.

Where was m-Time in its growth before taking part in Two Feet?

When we started Two Feet we had done one round of testing based on our original model (baby shower gift packages). Through the workshops on Theory of Change at Two Feet, we were able to understand what type of complementary activities and services we needed to offer in order to help parents on a long term basis rather than as one off “treats”.

Why did you decide to take part in Two Feet?

We were blown away by the mentors. We had originally come to TDi to get some general advice on social enterprise but after only a 30 minute conversation, we walked out feeling energised about how big m-Time could be, and how much we could help change cultural attitudes about parenting.

 

What did you learn, and how are you applying those skills or lessons to your business today?
The biggest takeaways for us were the learnings on the theory of change and social impact measurement. These tools have helped us keep our social values in check while we work toward creating a commercially viable business.

What would you say to a start-up considering Two Feet?

Take the workshops seriously and make actionable plans for how you’ll use the tools you’ve been provided. It’s easy to get overwhelmed by all the information being thrown at you but if you take the time to write what actions you want to take after each workshop, it’ll be easier to keep track.

What do you hope to achieve with m-Time in 2017?

By the end of 2017 we hope to be providing Mumcierge services to parents all over Melbourne and be preparing for an expansion to Sydney and Brisbane.

Spread the love

Business and mindset coaching offers key to covid recovery for women-led businesses in PNG

TDi are working with PNG Women’s Business Resource Centre to recruit and coach a total of 100 women-led SMEs (or deliver 800 hours of coaching) over four rounds of coaching from May through to December, with an average of 200 hours of coaching per round. Alongside, 4 Local Business Coaches are being trained in TDi’s method to continue to support women-led SMEs in PNG. Here are the results for the first of the four rounds of coaching.

What 10 years and deep curiosity has taught us

Last year TDi celebrated 10 years, and over that time we’ve had the opportunity to travel with a number of organisations and often get a bird’s eye view of what’s going on. Recently, TDi’s CEO Anthea Smits, had the opportunity to reflect on what the past 10 years and deep curiosity has taught us. This article is a reflection on our top 6 learnings.

Meaningful Conversations about Reconciliation

This month’s Meaningful Conversation coincided with the start of National Reconciliation Week so we took the opportunity to explore the notion of reconciliation, and particularly this year’s theme which invites brave action.

Using the Business Model Canvas

When it comes to creating a new business, one question looms larger than all others: “Does this have potential?” The Business Model Canvas is a great starting point. This blog by TDi’s Isaac Jeffries describes how to fill out it out.

Hope in a challenging environment

A reflection by TDis, Carlo Demaio, on the PNG Highlands township of Porgera.

Mitch Wallis puts his heart on his sleeve about working with TDi

We were so grateful to Mitch from Heart On My Sleeve for sharing this video story of his experiences working with TDi.

A creative business model that is inspiring Pacific Islanders to return to local cuisine to benefit their health, economy and climate

“The story of the food is the story of the people.” This is the belief that has inspired celebrity chef Robert Oliver to create the reality cooking show and community project ‘The Pacific Island Food Revolution’.

Reflections on a year of Crisis and Challenge

As the mood becomes festive, with the end of a long year in sight, we want to take a moment to pause. It’s tempting to want to switch off, but before we do, we want to share some honest reflections of this past 12 months so that we go forward with the learning and insights of this year’s journey. 

Holiday Reading Recommendations

The TDi team spend a lot of time reading (or listening) to books and podcasts throughout the year. This year has been out of the ordinary, to say the least, so our reading and watching suggestions for this holiday season are a mix of fun and educational - just to...

Social Enterprise Marketplace

If you are looking for a gift or service with a purpose, we’ve created a marketplace so that you can #shopsocialenterprise.