Sitters Studio vs. Bright Horizons
Sitters Studio vs. Bright Horizons
The challenge:Getting parents to go with a new, and not yet trusted, babysitting service.

What she did: After hearing a lot of griping from friends and colleagues about finding good child care, singer Kristina Wilson, 33, figured she'd found the perfect business: a lot of demand and a great labor pool of struggling artists and performers sick of waiting on tables. In 2006 the former Morgan Stanley executive assistant launched Sitters Studio. She says revenue is just under $1 million a year. The company operates in New York City and now has expanded to Chicago. Its secret? Parents, she says, appreciate the vetting process and child-development classes for all the babysitters. The artsy vibe doesn't hurt either -- especially in Brooklyn. Still, she points out, "we use corporate standards to run the company."


This story is from the July 23, 2012 issue of Fortune.
By Elaine Pofeldt, contributor @FortuneMagazine - Last updated July 20 2012: 5:53 AM ET
Join the Conversation

Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer.

Morningstar: © 2014 Morningstar, Inc. All Rights Reserved.

Factset: FactSet Research Systems Inc. 2014. All rights reserved.

Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved.

Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor’s Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2014 and/or its affiliates.