Why did you create your startup Birth Beat, which delivers online antenatal classes and childbirth education?
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Birth Beat was born (pardon the pun, but sooo intended) out of frustration. I was 36 weeks’ pregnant with my daughter Polly when our local private maternity unit closed its doors. I was planning on birthing at the public hospital but I was cranky that the choice had been taken away for women in Tamworth and further regional areas. In the last 15 years, 41 per cent of maternity units have closed. This has a huge impact on women in all areas of Australia. After I complained for a while about this closure my husband said “Why don’t you do something about it”.
How big an advantage was it to be a midwife when starting Birth Beat?
I think this is critical to the success of Birth Beat. Many women and their partners get quite overwhelmed in pregnancy. There is so much to prorate for and so many people feel like it is open slather to share all their opinions and past experiences with pregnant mums and couples. That is where we are different. Birth Beat is not about opinions. It is not biased towards a particular typer of birth, model of care or place of birth. That is the woman’s job to decide. What I do is give her all the evidence based information so she can work with her care provider to have her best birth experience. And because I am a registered midwife, I really show women what they need to know as I have been in the birth suite for many years supporting women through their birth. I think it is also a huge advantage to have had my own two very different birth experiences.
What did your initial business model provide?
Birth Beat initially was a very small sole trader business in Tamworth. I taught face to face classes each month. We never advertised and the classes grew. I then capped the size of the classes to ensure I delivered a quality product and experience, and these would book out months in advance, with couples travelling from as far as Cobar and Sydney to Tamworth. Then in 2017 I had couples reaching out to me on social media saying they wish Birth Beat was in their city. I considered franchising but I was worried about ensuring the quality of the delivery of the content and experience. It was going to be a challenge to find staff as passionate as I am and who do not give their opinions, rather support women to make their own choices with their care providers. I then took the course 100% online and we have not looked back.
How did it shape Birth Beat’s evolution?
The response has been overwhelming. I remember our first sale was to a doctor in Coogee. She was so excited that she could do all her antenatal classes at home in private around her busy work schedule. People no longer want to travel to a hospital over several weeknights or sacrifice precious weekends to sit in a room with strangers on bean bags. We now have Birth Beat being delivered in every state and territory of Australia. We are also working with businesses and corporations keen to support their staff on their parental journey.
What does it offer now?
The full one stop shop in preparing for pregnancy. The online course includes prenatal yoga, guided relaxation and breathing modules. The antenatal course includes how to know when I am on labour, stages of labour, what to pack, pain relief options, role of support person, different types of birth and more. We have also recently gone behind the scenes and filmed a full C-section including the anaesthetic and recovery journey. Plus we include breastfeeding education and support and sleep, settle and how to bath a newborn. The beauty is this can be re watched a many times as you like in the comfort of your own home.
What is in the pipeline?
We are focused on our three major distribution channels domestically: B2C through social media and digital marketing; B2B via HR and diversity and inclusion teams providing this to staff in various programs; and B2B2C through private health insurers providing it to their members and offering extra value to expectant parents. We are also planning our overseas growth with a launch in New Zealand first.
Often the biggest thing holding you back is yourself.
- Edwina Sharrock
On Shark Tank, you were offered $200,000 from Boost Juice’s Janine Allis?
It gave us incredible exposure and opened up doors to many opportunities. I, in fact declined the deal after further negotiations as I was not prepared to part with that much equity.
What has been the biggest challenge in growing your platform?
Educating the health professionals on the importance of needing to offer an online alternative. Many health providers are very traditional and don’t see the value and demand for online health services.
Biggest lesson learnt?
That often the biggest thing holding you back is yourself. It’s not all beer and skittles, saying goodbye to a reliable income and backing myself and Birth Beat has been hugely challenging.
How vital is your service to regional families?
Hugely. When I first built Birth Beat my focus was for regional women. Now I know there was a need everywhere – busy women in large cities, women running businesses, women preparing for their second or third baby. They all had limited options to do convenient, high quality classes.
