Baby & Co

What Baby & Co does

Baby & Co is a sole proprietorship based in Akkrum, Friesland (Netherlands), owned and operated by Olga ter Hart. The business delivers pregnancy and childbirth preparation services to expectant parents in Friesland and adjacent provinces, offering a portfolio of group courses (Complete cursus, Weekendcursus, Spraakwater), private and partner courses (Privécursus, Opfriscursus, Complete Cursus samen), online webinars (water birth, breastfeeding, accredited training for kraamverzorgenden), doula birth support, equipment rentals (birth pools, TENS, CUB birth stools), and Rebozo closing rituals.

The company operates on a standard WordPress e-commerce and booking website with no proprietary technology platform. Course group sizes are intentionally small (4–12 participants), and all customer inquiries are handled personally by Olga via the website, email, phone, and WhatsApp. Equipment rentals operate on 5-week periods with local pickup in Akkrum or shipment within Friesland.

Revenue is generated through one-time course and service fees plus usage-based equipment rentals. Pricing ranges from €7 for individual webinars to €1,414 for the full doula package, with courses priced at €157–€297. Go-to-market is community-led: midwife referrals, organic social media (Instagram, Facebook), an SEO blog, free monthly webinars as lead magnets, and word-of-mouth. The business is bootstrapped with no external investors and operates exclusively as a regional micro-enterprise within approximately 1 hour of Akkrum.

Name

Baby & Co

Legal name

Baby & Co

Website

https://babyenco.nl

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Baby & Co is a sole proprietorship in Akkrum, Netherlands, run by Olga ter Hart, offering pregnancy courses, doula services, equipment rentals, and webinars to expectant parents across Friesland and neighboring provinces.

Ownership category

akta.pro rank

Product category

Pregnancy & Childbirth Education Services

NAICS

Educational Services (61)

SIC

Services-Educational Services (8200), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Lactation, Postpartum & Perinatal Support Services (HLAFAJAN)

akta.pro secondary industries

Prenatal & Postnatal Massage (HSALAEAD), Postpartum Newborn Care & Parent Education (NCS) (HSAAACAA)

Keywords

• Pregnancy courses
• Childbirth education
• Doula services
• Birth preparation
• Prenatal classes

Headquarters

HQ city

Akkrum

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Others

Revenue model

1. Pregnancy and Birth Courses: Revenue from group and private pregnancy/birth preparation courses. Courses are priced at €197–€297 and include multiple sessions. Additional courses include weekend, refresher, and combined partner courses. This is the primary revenue stream.
2. Webinars: Online webinars on topics such as water birth and breastfeeding, priced at €7–€57 per session. Revenue from individual webinar purchases. These also serve as lead generation for course enrollments and equipment rentals.
3. Equipment Rental: Rental of birth pools (Birthpool in a Box), TENS pain relief devices, and CUB birth stools. Rental periods are 5 weeks. Pricing ranges from €52–€155. Course customers receive discounts (€10–€15 off).
4. Doula Services: Full doula (birth coach) services including 3 preparation sessions, 24/7 availability from week 38, continuous birth support, complimentary TENS and birth pool rental, all webinars, and a post-birth review session. Priced at €1,414 (excl. travel costs).
5. Rebozo Massage Ritual: A 2.5–3 hour closing ritual massage using Mexican woven cloths, performed by Olga and colleague Klaziena van der Meulen. Includes herbal bath, massage with oils, and Rebozo closing massage. Priced at €297 per session.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Baby & Co delivers practical, evidence-based pregnancy and childbirth preparation services in Friesland, Netherlands. Offerings span group and private antenatal courses (Complete cursus, Privécursus, Weekendcursus, Spraakwater, Opfriscursus, Complete Cursus samen), online webinars on water birth and breastfeeding, equipment rentals (Birthpool in a Box, TENS, CUB), full doula birth-coach support, and Rebozo closing massage rituals. The portfolio is anchored by founder Olga ter Hart, a trained doula and former youth healthcare nurse.

Product overview

Baby & Co is a service-based pregnancy and childbirth education company offering a portfolio of courses, webinars, and rental products. The core offerings include group pregnancy courses (Complete cursus, Weekendcursus, Spraakwater), private/customized courses (Privécursus, Opfriscursus, Complete Cursus samen), and online webinars (Webinar bevallen in bad, Webinar borstvoeding, Bevallen in bad voor kraamverzorgenden). Supporting services include professional doula support and Rebozo massage rituals. Rental products include the Birthpool in a Box Eco Pro birth pool, Elle TENS pain relief device, and CUB birth support device. The Complete cursus serves as the flagship group offering, while the Privécursus provides personalized one-on-one instruction. All course customers receive discounts on rental products.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Research shows women who receive continuous birth support have less need for pain relief and shorter labours
• +3 more outcomes

Named customers9 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Borstvoeding Fryslân (Laura & Lydia)coreStrategic or Co-development PartnerBorstvoeding Fryslân provides breastfeeding webinars for Baby & Co customers. Lactation consultants Laura and Lydia (Borstvoeding Fryslân) deliver the breastfeeding webinar covering anatomy, latching, positions, common problems, pumping, and practical tips. The webinar has a 4.90/5 rating from 10 reviews.
• Klaziena van der MeulencoreStrategic or Co-development PartnerKlaziena van der Meulen collaborates with Olga ter Hart to perform Rebozo closing massage rituals. Two practitioners are required for the best experience, and Klaziena joins Olga for the 2.5–3 hour ritual at the client's home.
• Bevallingsbaden.nlminorChannel Partner/ Reseller/ DistributorBaby & Co refers customers outside Friesland to Bevallingsbaden.nl for birth pool rental. Bevallingsbaden.nl offers a full delivery and pickup service including hygiene packages for customers in other regions.
• Verloskundigenpraktijk It BertehûscoreChannel Partner/ Reseller/ DistributorBaby & Co delivers 'Complete Cursus' sessions at the It Bertehûs midwifery practice in Akkrum (Leppedyk 37, 8491 GJ Akkrum). This partnership provides a trusted venue and cross-referrals with the midwifery practice.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Navelstreng Doula & Coaching: Dutch doula practice offering birth preparation courses and continuous birth support. Comparable as a regional practitioner combining courses with full doula services in a similar price band.
• Samen Bevallen: Dutch pregnancy and birth preparation course provider offering group and partner courses across the Netherlands. Directly comparable as a structured course-based prenatal education business targeting similar expectant-parent customers with similar pricing tiers.
• Zwangerfit: Dutch pregnancy fitness and birth preparation course franchise offered through licensed instructors across the Netherlands. Comparable as a structured, course-based prenatal program with regional practitioner delivery.
• Puur Geboorte: Dutch doula and birth preparation practice offering courses, doula support, and pregnancy wellness services. Directly comparable as a regional practitioner-led combination of birth courses and doula services.

Emerging players

• Bevallingsbaden.nl: Dutch birth pool rental specialist with delivery and pickup service across the Netherlands. Comparable as a provider of birth equipment rentals already partnering with Baby & Co for out-of-region referrals.
• Eigenwijze Zwangerschap: Independent Dutch doula and birth preparation practice. Comparable as a small-scale practitioner offering integrated courses and doula support, similar business model to Baby & Co.

Regional players

• Borstvoeding Fryslân: Friesland-based lactation consultancy delivering breastfeeding education and webinars. Already a content partner of Baby & Co; comparable as a regional perinatal education specialist in the same geography.

Broad incumbents

• De Verloskundige: National Dutch midwifery association providing broader pregnancy and birth information and connecting expectant parents to midwives. Comparable as a more authoritative incumbent in the perinatal education and support category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/babyenco.nl
• Instagraminstagram.com/babyenco.nl
• LinkedInlinkedin.com/company/babyenco

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Baby & Co