A different kind of indoor playground to open in Bryn Mawr

MARK C. PSORAS / FOR THE DAILY NEWS Bryn Mawr's Play Cafe, co-founded by Lauren Ainsworth, will open with fun for kids and their parents.
Posted: November 07, 2013

L AUREN AINSWORTH, 37, of Havertown, is director of operations and co-founder of the Play Cafe in Bryn Mawr. Scheduled to open later this month, the 4,000-square-foot space will be geared to kids up to 5 years old. It will offer a Lego loft, a play stage, a drawing wall, an area for pre-walkers, and plenty of durable and naturally constructed toys. It also will feature a cafe/lounge for adults to keep an eye on the toddlers.

Q: How did you come up with the idea for the business?

A: I realized there was no place to take little kids other than outdoor playgrounds. I have two children [ages 1 and 3] and felt there were few options for families to hang out with their friends and kids. I talked to people who had a similar business, about what it would take to get this started.

Q: And what was that?

A: About $300,000. I knew that a [real-estate] broker and insurance company wouldn't take me seriously unless I had a business plan.

Q: What's your background?

A: I grew up in Wynnewood and worked in sales and marketing, and most recently was a fundraising-and-development consultant for nonprofits.

Q: Where did you get the startup money?

A: My personal savings, loans from friends and family, pretty much around $300,000. My mom [Jane Dellheim, a Lower Merion commissioner] is also a partner and investor. Mostly she'll work from home and handle the books and payroll.

Q: How will the biz model work?

A: It's like an indoor playground. It's focused not only on the needs of kids, but adults. We have a membership program, but we also have a daily rate, $10 per day for first child and $5 for other siblings. A month-to-month is $45 per month per family, no limit per child, or $360 a year for a family.

Q: Who are your customers?

A: Main Line families, but we want all families to feel welcome and I think the daily rate is affordable.

Q: What's your role?

A: Chief operating officer. I've hired a general manager who has a background in fine arts and art therapy.

Q: What differentiates the Play Cafe from similar places?

A: For others, you have to belong to a club or sign up for classes. We also will have birthday parties here, where you can rent a room for $250 or the whole space for $400. There also will be enrichment classes and parenting workshops.

Q: What about financial goals?

A: We're hoping to be profitable after 2 1/2 years. We hope to do $200,000 in revenue the first year. The bulk of the investment went to build out the space. It used to be a showroom for condominium sales.

Q: How many employees?

A: Four, including myself.

On Twitter: @MHinkelman

Online: ph.ly/YourBusiness

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