Sittercity: Digital Media Puts Profiles to Work for Parents

With Mother’s Day pummeling kids with media and marketing “must-haves” most moms I know would prefer “the gift of time.” Can social media networks wave the fairy wand and make mom’s dream come true? Maybe so!

Check out Sittercity. It’s a database driven hub for pre-qualified profiles of babysitters near YOU.

Zap in your zipcode and presto, pre-qualified sitters with rating reviews, Google map whereabouts, cost, skill sets, transportation, even times available and languages spoken. (ok, where was this media when my child was born?)

Aside from the media play on CNN, Fox, Today Show, and the fact that I’m pounding my forehead wondering why I didn’t use MY media skills to create such a tool instead of going the nonprofit do-gooder resource route (just kidding; love y’all) the growth stats and 30 locations signal a spread far beyond any grassroots mama club.

Think of “match.com” for the sitter set. They even have “speedsitting” events to introduce themselves and safety training tips, though some of the profiles look far from complete. (you still have to do plenty of homework in the sift, sort, & screen stage–Here’s their basic FAQ)

Sitter profiles can be bookmarked to favorites and filtered for criteria down to a gnat’s eyebrow. Will they sneeze with Fido? Do they have newborn experience? CPR? Lifeguard skills? Background check on file? Handy icons flag skills at a glance. I plugged in my needs and out popped a “zero miles away” resource. Sure enough, a handful of sitters nearby that I never knew about! Cool. Hmn. What’s the catch? How does it work?

Looks like it’s free to sitters, and parents can check profiles for free but don’t “get the goods” without a subscription…

Annual rate is $7.99 per month, and they toss in a free Parents mag subscription, monthly rates are slightly higher with a registration fee.

Parents may view this as less than an hour of sitting time per month to have trusted, tried and true sitters at the ready, or as a pricey expense to source ongoing resources. Hard to say. As an entrepreneurial model, it’s a sweet deal, considering the online resource makes close to $100/year from “desperate housewives.”

500,000 users, 150,000 babysitters nationwide, 76% word of mouth marketing, and projected sales between $3-5 million? Seems like social media young parents will be ‘twittering’ about.

The Sittercity Blog had some solid feedback and comments to be aware of. Mostly high praise, but some caveats too, such as:

altheaadlien Says:
January 9th, 2007 at 12:24 pm

“This is a great site for both parents who are not able to afford the hundreds, even thousands of dollars the placement agencies charge and for baby sitters. I have been a nanny for more than 11 years and have been on this site for more than 2 years. I have met only one family who matches my needs and can afford to pay a qualified nanny, like myself. I also work with agencies and know the going rate, but most families seem to think that $15+/hr is too much to pay.

The ranges for salary on SitterCity.com for the nannies should be broadened or we should be given an option to state the exact dollar amount we seek [just like the parents have that option]. The choices [ranges] are too wide. For example, $10-15, $15-$20. Many, like me would like to state $14, $16, but if the range corresponding to the dollar amount is chosen the parent would not know what I seek for pay. Parents who wish to pay $10-12 will assume that is my rate, if I choose the range $10-15. Likewise, if I choose $15-20 range, a parent who could only afford $15 may assume I seek more [closer to $20]. $10 is to low and, $20 is way high. There is not an in between, given a choice to state exactly what you seek makes life easier for all.

alee26 Says:
December 8th, 2006 at 3:55 pm

“I wish on the About Us page or this Ad on the Today show they mentioned that “complete with background checks” meant additional $9.99 charge per background check after you pay $39.99 to register and $7.99 a month after that per month. Plus most sitters in my area do not even have feedback listed on their profile. Great idea just not what was advertised.”

Lovekids4ever Says:
January 11th, 2007 at 9:15 pm

“I just really love this site but I have not found a job yet. Honestly I dont know what I’m doing wrong but i feel i really do quafiy for the jobs.But No one has hired me.Thats sad to say but its the truth. I just really wish I could get a job off this site ASAP.”
jemullen Says:
January 15th, 2007 at 8:11 am

“I’m very very sad! Just joined this site, paid the high fee and didn’t realize that they don’t even have this availability in my city. What do I do? I need a overnight sitter ASAP! It’s only part-time and I can’t find anyone. Where are all the resources? HELP! Do you think they’ll give me my $$ back so I can put it toward my sitter fund once I find one? Let’s see how fast they jump on that.”

Editorial Note from Shaping Youth:

Could someone from Sittercity leave a reply here to address your policy on this last one and how it was handled?

That would help us all, since we’re a global resource, and realize you’re expanding nationwide and no doubt have eager parents from all over ready and waiting for you to come to their towns?! –Thanks, Amy

And Happy Mother’s Day to all! 🙂