We’re putting midlife women back in business
It can sometimes feel that opportunities are thin on the ground for older women in the workplace, but these entrepreneurs are putting them at the heart of their businesses
“There are so many women like my mum who would make brilliant nannies”
Sarah Arnstein, 42, lives in south east London with her husband, Sven, and their children, Scarlett, eight, and Orlando, six. Last October, Sarah founded Granny As Nanny, a childcare agency employing older women.
✢ THE IDEA
It was a slow-burner. When I returned to my job as a journalist after Scarlett was born, we found it really challenging to sort reliable childcare. We had some lovely nannies, but they tended to leave after a year due to homesickness or boyfriend trouble! So whenever we had a childcare crisis, my mum Katie came to the rescue. She was always so calm, patient and capable, I couldn’t help thinking that there must be so many older, experienced women, like my mum, who would make brilliant nannies. When I was made redundant last
summer, it was the catalyst for getting the idea off the ground.
✢ MAKING IT HAPPEN
My first task was getting the name and branding right. The name needed to convey warmth and cosiness, and the branding had to feel fresh and modern. A brilliant art director I used to work
with helped me create my logo and brand identity. Once I had launched my website, I recruited nannies and parents needing childcare through advertising locally, targeted Facebook ads and sponsored posts. I joined mum groups on Facebook where I could directly respond to mothers who were searching for a nanny.
✢ BREAKTHROUGH MOMENT
Placing my first nanny three weeks into the business felt amazing! I’d spent countless nights lying awake at 3am, panicking that this was the stupidest thing I’d ever done – and then things start gaining momentum. It was incredibly gratifying to confirm my first placement.
✢ STEEPEST LEARNING CURVE
Taking risks. I’m actually very risk-
averse but when you’re starting out, you have to take a chance and try new things. For instance, I placed an advert on a lifestyle website for the over-50s. It cost £750 but it didn’t get the traction I’d hoped for. That was disappointing but being flexible is the name of the game – some things will
work, others won’t.
✢ WHERE I AM NOW
Hundreds of nannies have made contact with the agency, ranging in age from late thirties to
65. Before deciding whether I’ll take on a nanny, we have a long phone chat and, if it’s feasible, we’ll meet in person. I ensure they are DBS checked and get tons of references. When I place a nanny, the family pays me a percentage of the nanny’s net annual salary, depending on requirements. I place nannies all over London and eventually, my aim is to have franchises across the UK. >>