It’s not often you hear of someone ditching their careers in the lucrative tobacco and alcohol industry to run a child-centric business.
But this is exactly what Sophia Ng, the founder of Kidztropic (an indoor kids playground in Singapore), did.
So… why?
“The decision to change my career path was heavily influenced by my experiences during the COVID-19 pandemic,” Sophia candidly shared with us.
“What we as adults often see as ‘just play’ can significantly contribute to a child’s development.” Much of this realisation came from watching how play-based learning helped her toddler daughter grow.
You see, Sophia’s daughter (named Elise) had to be homeschooled because of the pandemic. While she did struggle to adapt to formal schooling when lockdowns were lifted, her play-based learning helped hone her social skills.
It built resilience and a curiosity for learning in her daughter, which are soft skills that can’t really be taught. This gave the previous corporate leader the drive she needed to create a space where preschool children could engage in meaningful educational play.
The importance of movement and play
With full-length glass panels and jungle murals all around, it’s not hard to tell that the theme for Kidztropic is bringing the outdoors indoors.
This aligns with the brand’s name which stands for “Kids in Tropical Singapore”.
The space is filled with plenty of playing facilities for kids. You can find large slides, ball pits, trampolines, sensory toys of all sizes, and even a child-friendly climbing wall.
But having these facilities alone aren’t enough to develop children’s abilities. According to Western Australia’s Department of Education, playing has a natural and positive influence on their social, physical, emotional, and cognitive development.
Hence, Kidztropic works with vendors (who are subject matter experts in their own fields) to curate workshops for the little ones. Examples are like sensory play classes, movement classes like zumba and hip hop, as well as the more modern coding workshops.
“We’re also constantly learning about different methods of education like Montessori, speaking with educators to understand their needs, and how Kidztropic can better support learning outside of the classroom,” Sophia shared.
One activity that Sophia highlighted is Kidztropic’s Little Ones, Big Feelings programme that explores the world of emotions through a read-aloud session. It’s then followed by a hands-on clay craft activity where children can mould and express their unique set of emotions.
A fun and accessible space
If you’d like to try out Kidztropic’s facilities, there’s the usual single entry ticket where you pay by the hour (starts from S$15).
But if you foresee spending more time here, then getting their packages might be more worth it. There are two types at currently available:
- 10-session play package (S$140) where you get unlimited hours during non-peak days
- Unlimited Play Package (S$388) where you get unlimited hours regardless of peak conditions
Regardless of which one you choose, though, Sophia highly recommends booking your preferred time slots online.
Just like any other child-centric centre, hygiene is the brand’s top priority. As such, Kidztropic uses an NEA-certified cleaning company to upkeep the hygiene standards in their space.
“Much thought and discussion went into deciding the disinfectant to use, and after research, we settled for a safe, broad-spectrum, and non-residue disinfectant on all surfaces,” Sophia said.
“I always joke with my co-founder that our weekly team building in the form of a workout is to clean the premises on Sunday mornings before opening.” They also keep a nano gun to mist disinfect quickly if any accidents happen throughout the day.
From corporate ladder to ball pits for kids
Coming from a vastly different career background has also made Sophia aware of the gaps in her knowledge. Leading a professional team at Philip Morris International isn’t the same as managing a children’s playground.
To overcome this, the founder makes the effort to learn continuously by attending workshops and conferences, reading, and networking.
“I spend a big chunk of my time on the ground at the outlets, talking to parents, gathering feedback, and observing the little ones as well,” Sophia explained. “I guess what I lack in professional qualification in this field, I make up for it by diligence and continuous learning.”
On the flip side, Sophia credited her decade-long corporate experience for giving her the confidence in starting her own business.
Having worked in MNCs honed her problem-solving and decision-making skills, such as making tough calls while staying composed. It also provided insights into how organisations are structured.
Together, these helped the first-time entrepreneur set up efficient processes and systems at Kidztropic. So much so that despite establishing the brand just last year, Kidztropic already has two outlets.
One of them is at The Poiz Centre (1,200 sq ft) which can accommodate up to 40 pax at one go, while the other is at Annex @ Furama (2,100 sq ft) and can accommodate up to 60 pax at one go.
It’s a never-ending learning experience
All that said, running the playground hasn’t been a breeze.
Its first outlet at The Poiz Centre faced a one-month delay in opening, while the second outlet encountered a two-month delay. “We also faced working capital constraints, having to commence rental payment with zero revenue for two months given the delay.”
To sustain operations, she (and a silent partner) had to bootstrap and rely on personal funding, pooling a six-figure capital. Negotiating with landlords also helped alleviate some of the pressure. The first location provided rent-free periods and the second outlet agreed to deferred payments.
Some other lessons Sophia has picked up so far can be summed up in three points:
- Expect and plan for delays.
- Break out of the employee mindset and get creative with solutions and sources to tap from.
- Never underestimate the power of networking and social connections.
Looking ahead, the entrepreneur envisions expanding Kidztropic with a couple more outlets while continually evolving and refining their concept of educational play.
As for the industry itself, she’s anticipating a significant evolution. “There’s a growing emphasis on emotional and physical wellness, reflecting a broader shift in Singaporean priorities. While traditional playgrounds will remain popular, there’s a burgeoning climate for educational experiences that foster holistic development.”
And that is what Kidztropic is prepared to continue tapping into.
- Learn more about Kidztropic here.
- Read other articles we’ve written about Singaporean startups here.
Featured Image Credit: Kidztropic
