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Home Grown Kids

Full company profile

uuid0035s5y

Namestring
Home Grown Kids
Legal namestring
Edubase
Websiteurl
homegrownkids.co.nz
Company typeenum
Private
Founded yearint
1997
Operating statusenum
Operating
Ownership categoryenum
Headcount rangeband
11–50
akta.pro rankint
HeadquartersVidalia, United States
HQ citystring
Vidalia
HQ countrystring
United States
HQ regionstring
North America
Markets served

Serves global market

Offices4 records

Each record includes

City, Country, Type, Description, Source

Keyword5 values
home-based childcare, early childhood education, childcare services, in-home daycare, play-based learning
Industry4 codes
1Mixed-Age / Sibling Group Home Daycare
CodeEDACAEAFPrimaryYes
2Preschool-Age Home Daycare (3–5 years)
CodeEDACAEAEPrimaryNo
3Home-Based Infant & Toddler Care (Family Daycare)
CodeEDACAGADPrimaryNo
4Full-Time Home Daycare (Year-Round)
CodeEDACAEAAPrimaryNo
NAICS code2 codes
  • Child Care Services62441
  • Private Households814
SIC code1 code
  • Services-Child Day Care Services8351
Product category
Home-Based Childcare / Early Childhood Education
Social media profiles1 record
GTM motion1 record

Each record includes

Type, Description, Source

Revenue model1 record
1Home-Based Childcare Services
TypeSubscription Recurring
Description

Revenue generated from providing home-based childcare services to families. Families are matched with Educators who provide in-home childcare for children aged 0-5. The service is flexible and works around family schedules.

edubase.co.nz
Marketing channels4 records

Each record includes

Title, Type, Stage, Description, Source

Distribution channels1 record

Each record includes

Title, Type, Scope, Target buyer, Description, Source

Cost components5 values
Personnel, Operations, Marketing or Sales, Technology or R&D, Others
GTM typeB2C
B2C
Offering typeServices
Services
Core offering1 text field

Home Grown Kids provides home-based early childhood education and childcare services for children aged 0-5 across New Zealand. The service matches families with trained Educators who deliver play-based learning and care in private home settings, supporting flexible childcare needs around working, studying, or supplementary care schedules.

Differentiator
Functional benefit
Problem solved
Quantifiable outcome1 value
  • Children thrive in home-based environment with community activities not available in traditional preschool settings
Product overview1 text field

Edubase is a unified platform offering home-based early childhood education (ECE) services across New Zealand through four operating brands: Kids at Home, Wild Things, Gingerbread Cottage, and Home Grown Kids. The service connects families with Educators who provide in-home, play-based childcare for children aged 0-5 in a home-from-home environment. Edubase serves as the parent brand integrating these four regional sub-brands, offering a matching process to pair families with the right Educators, along with supporting tools like the Homezone portal for communication and access.

Product and service4 records
1Home Grown Kids Home-Based Childcare Service
CategoryHome-Based Childcare / Early Childhood Education
Description

Flexible, regulated home-based childcare and early childhood education for children aged 0-5 delivered in private homes by matched Educators, with play-based learning, community experiences, and individualized care.

2Curriculum & Learning Programme
CategoryEarly Childhood Education Curriculum
Description

Play-based learning curriculum delivered in home settings by Educators for early childhood development.

3Homezone Online Portal
CategoryDigital Management Portal
Description

Online portal for families and educators to access Edubase services, manage communication, and view educational resources for the children in their care.

4Educator Programme and Support Service
CategoryEducator Recruitment & Support Programme
Description

Programme that recruits and supports Educators to run home-based early childhood education services, providing funding, training, mentoring, marketing, and insurance support.

Scale indicator1 record

Each record includes

Type, Value, Description, Source

Partnership4 partners
1Kids at Home
Strategic tierCoreTypeOthers
Description

Operating brand under Edubase umbrella providing home-based childcare services. Part of the integrated Edubase organization while maintaining its unique brand identity.

2Wild Things
Strategic tierCoreTypeOthers
Description

Operating brand under Edubase umbrella providing home-based childcare services. Part of the integrated Edubase organization while maintaining its unique brand identity.

edubase.co.nz
3Gingerbread Cottage
Strategic tierCoreTypeOthers
Description

Operating brand under Edubase umbrella providing home-based childcare services. Part of the integrated Edubase organization while maintaining its unique brand identity.

4Home Grown Kids
Strategic tierCoreTypeOthers
Description

Operating brand under Edubase umbrella providing home-based childcare services. Home Grown Kids is one of the four founding brands whose experiences and identity have been integrated under the Edubase banner.

edubase.co.nz
Recent move4 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight3 records

Each record includes

Type, Description

Peers5 records
1Kindercare Learning Centres
TypeBroad incumbent
Description

Kindercare operates a national chain of early learning centers in New Zealand. It is a broad incumbent addressing the same family segment through a center-based delivery model, making it a relevant alternative for share-of-wallet benchmarking.

2BestStart
TypeBroad incumbent
Description

BestStart is one of the largest center-based ECE providers in New Zealand with hundreds of locations. It is a broad incumbent serving the same families and drawing from the same educator labor pool, but delivers care in dedicated centers rather than private homes.

3Evolve Education
TypeBroad incumbent
Description

Evolve is a publicly listed NZ ECE operator running multiple center-based brands. It competes for the same families in major centers and is a relevant comparator for valuation and unit economics in NZ ECE.

4PORSE Education & Care
TypeDirect peer
Description

PORSE is New Zealand's other major home-based childcare network, directly comparable to Edubase in that it matches families with in-home Educators and operates across multiple NZ regions. It is the closest head-to-head competitor.

5Barnardos New Zealand
Market position
Strengths5 records

Each record includes

Headline, Details, Source

Weaknesses5 records

Each record includes

Headline, Details, Source

Competitive moat3 records

Each record includes

Type, Details

Key risks6 records

Each record includes

Headline, Details, Source

Key highlights6 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Named customers10 records

Each record includes

Name, Industry, Type, Use case, Source, UUID

Segment2 records

Each record includes

Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile2 records

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
No
API detail
Has APIbool
No

Docs URL, Description

AI maturity
App detail

Has app

Feature2 records

Each record includes

Title, Differentiator, Description, Source

Core technology
Revenue estimate
Valuation estimate
Number of profiles
Profiles1 record

Each record includes

Name, Designation, Designation category, Overview, Profile commentary, Source

No data
No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors

Each record includes

Name, Type, Date of entry, Rounds participated, Website

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Home Grown Kids

Home-Based Childcare / Early Childhood Educationhomegrownkids.co.nz

Home Grown Kids firmographics

Firmographics
Name
Home Grown Kids
Legal name
Edubase
Website
https://homegrownkids.co.nz
Company type
Private
Founded year
1997
Operating status
Operating
Headcount range
11–50 employees
Ownership category
akta.pro rank

Home Grown Kids industry classification

Industry
Product category
Home-Based Childcare / Early Childhood Education
NAICS
Child Care Services (62441), Private Households (814)
SIC
Services-Child Day Care Services (8351)
akta.pro primary industry
Mixed-Age / Sibling Group Home Daycare (EDACAEAF)
akta.pro secondary industries
Preschool-Age Home Daycare (3–5 years) (EDACAEAE), Home-Based Infant & Toddler Care (Family Daycare) (EDACAGAD), Full-Time Home Daycare (Year-Round) (EDACAEAA)

Keywords

  • Home-based childcare
  • Early childhood education
  • Childcare services
  • In-home daycare
  • Play-based learning

Where Home Grown Kids is headquartered

Location

Headquarters

HQ city
Vidalia
HQ country
United States
HQ region
North America

Offices4 records

Markets served

Home Grown Kids business model

Business model
GTM type
B2C
Offering type
Services
Cost components
Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

  1. Home-Based Childcare Services: Revenue generated from providing home-based childcare services to families. Families are matched with Educators who provide in-home childcare for children aged 0-5. The service is flexible and works around family schedules.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Home Grown Kids product offering

Product offering

Core offering

Home Grown Kids provides home-based early childhood education and childcare services for children aged 0-5 across New Zealand. The service matches families with trained Educators who deliver play-based learning and care in private home settings, supporting flexible childcare needs around working, studying, or supplementary care schedules.

Product overview

Edubase is a unified platform offering home-based early childhood education (ECE) services across New Zealand through four operating brands: Kids at Home, Wild Things, Gingerbread Cottage, and Home Grown Kids. The service connects families with Educators who provide in-home, play-based childcare for children aged 0-5 in a home-from-home environment. Edubase serves as the parent brand integrating these four regional sub-brands, offering a matching process to pair families with the right Educators, along with supporting tools like the Homezone portal for communication and access.

Differentiator

Problem solved

Functional benefit

Products and services

  • Home Grown Kids Home-Based Childcare Service Flexible, regulated home-based childcare and early childhood education for children aged 0-5 delivered in private homes by matched Educators, with play-based learning, community experiences, and individualized care.
  • Curriculum & Learning Programme Play-based learning curriculum delivered in home settings by Educators for early childhood development.
  • Homezone Online Portal Online portal for families and educators to access Edubase services, manage communication, and view educational resources for the children in their care.
  • Educator Programme and Support Service Programme that recruits and supports Educators to run home-based early childhood education services, providing funding, training, mentoring, marketing, and insurance support.

Quantifiable outcome

  • Children thrive in home-based environment with community activities not available in traditional preschool settings

Companies that use Home Grown Kids

Customer profile

Named customers10 records

Segments2 records

Ideal customer profiles2 records

Home Grown Kids technology and API

Technology

Technology focussed No

API detail

Has API
No
API docs
API detail

Core technology

AI maturity

App detail

Feature2 records

Home Grown Kids partnerships and signals

Strategic signal

Partnerships

Four partnerships are on record, tiered core.

  • Kids at HomecoreOthersOperating brand under Edubase umbrella providing home-based childcare services. Part of the integrated Edubase organization while maintaining its unique brand identity.
  • Wild ThingscoreOthersOperating brand under Edubase umbrella providing home-based childcare services. Part of the integrated Edubase organization while maintaining its unique brand identity.
  • Gingerbread CottagecoreOthersOperating brand under Edubase umbrella providing home-based childcare services. Part of the integrated Edubase organization while maintaining its unique brand identity.
  • Home Grown KidscoreOthersOperating brand under Edubase umbrella providing home-based childcare services. Home Grown Kids is one of the four founding brands whose experiences and identity have been integrated under the Edubase banner.

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Home Grown Kids competitors and assessment

Company assessment

Broad incumbents

  • Kindercare Learning Centres: Kindercare operates a national chain of early learning centers in New Zealand. It is a broad incumbent addressing the same family segment through a center-based delivery model, making it a relevant alternative for share-of-wallet benchmarking.
  • BestStart: BestStart is one of the largest center-based ECE providers in New Zealand with hundreds of locations. It is a broad incumbent serving the same families and drawing from the same educator labor pool, but delivers care in dedicated centers rather than private homes.
  • Evolve Education: Evolve is a publicly listed NZ ECE operator running multiple center-based brands. It competes for the same families in major centers and is a relevant comparator for valuation and unit economics in NZ ECE.

Direct peers

  • PORSE Education & Care: PORSE is New Zealand's other major home-based childcare network, directly comparable to Edubase in that it matches families with in-home Educators and operates across multiple NZ regions. It is the closest head-to-head competitor.

Peers

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Home Grown Kids social profiles

Digital presence

Home Grown Kids financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Home Grown Kids leadership team

Management profile

Number of profiles

Profiles1 record

Home Grown Kids funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Home Grown Kids M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Home Grown Kids

What does Home Grown Kids do?

Home Grown Kids provides home-based early childhood education and childcare services for children aged 0-5 across New Zealand. The service matches families with trained Educators who deliver play-based learning and care in private home settings, supporting flexible childcare needs around working, studying, or supplementary care schedules.

Is Home Grown Kids a public or private company?

Home Grown Kids is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was Home Grown Kids founded?

Home Grown Kids was founded in 1997. It employs 11 to 50 people.

Where is Home Grown Kids based?

Home Grown Kids is headquartered in Vidalia, United States, in the North America region.

How does Home Grown Kids make money?

One revenue line is on record: home-Based Childcare Services.

Who are Home Grown Kids's main competitors?

Broad incumbents on record are Kindercare Learning Centres, BestStart and Evolve Education. PORSE Education & Care is listed as a direct peer. Barnardos New Zealand is listed as a peer.

Does Home Grown Kids have an API?

No public API is recorded for Home Grown Kids.

What industry is Home Grown Kids in?

Home Grown Kids's product category is Home-Based Childcare / Early Childhood Education. Its primary akta.pro industry code is EDACAEAF, Mixed-Age / Sibling Group Home Daycare, with a secondary code of EDACAEAE, Preschool-Age Home Daycare (3–5 years). Its NAICS code is 62441 and its SIC code is 8351.

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