Alright – so today we’ve got the honor of introducing you to Megan Donovan. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Megan thanks for taking the time to share your stories and insights with us today. What’s the backstory behind how you came up with the idea for your business?

SHIFT Work + Play was born out of my experience as a busy mom and professional: It was Fall of 2021 and my children’s school was closed for an in-service day but my partner and I both had busy work days ahead. We were discussing our schedules and how we would cover childcare for the day. It was a typical conversation: You take these hours, I’ll take those hours, the kids can have a little more screen time than usual to get us through the other hours. I knew there had to be a better way.

As someone who worked from home most days, I had been interested in the idea of coworking for a while. Suddenly it came to me: What if I could access a coworking space with a playroom? Like the local YMCA or gym but with professional workspace instead of workout space. My kids could have fun instead of using screens while I was on Zoom. I could have a more professional background for my conference calls, and I could meet other working parents in the same position. Not everyone needs or can afford full-time childcare, but every parent needs time to get things done. And those of us juggling professional careers with parenting need spaces where we can turn up and be our full selves: parents, professionals, and regular people trying to do our best in a society that isn’t setup to support working parents.

I immediately got to work on a business plan. Co-working spaces with childcare options are few and far between, but I was encouraged to find a few examples around the country that I could learn from. I spent eight months looking for the perfect location. I knew it had to be very accessible to families with young kids: ground floor access, onsite parking and close to lunch, retail and grocery store options so busy parents could blend coworking in seamlessly with all the errands involved in running a family. While I searched for and then renovated a location, I refined my plans, secured a SBA loan, entered a local competition for female entrepreneurs and began spreading the word about my vision.

Just over one year from the day I first dreamed it up, SHIFT Work + Play opened for business in Frederick, MD! We have been growing slowly but steadily ever since and recently celebrated our 2nd anniversary. Pivoting from an unrelated career to owning and growing a business has been challenging, but I turn up every day excited to hear the laughs in the playroom, connect with members from a variety of professional backgrounds, and keep on improving our family-friendly co-working space and the services we offer to our local community.

Megan, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

SHIFT Work + Play is a family-friendly co-working space offering staffed play sessions so our members can work while their children play. The idea for the business came to me when I was the Associate Director of Policy for an international non-profit organization. My partner owns a local restaurant and food truck and we have two young children. Juggling working and parenting is not for the faint of heart, and I could see that many others in our community also struggled to make it all work. SHIFT offers a part-time, flexible option for parents trying to do it all.

Our members are small business owners, remote workers and freelancers. We offer morning and afternoon play sessions in our onsite, Montessori-inspired playroom. Parents can sign their child(ren) into a 3-hour play session and then head down the hall to our quiet adult workspaces to power through their to-do lists. We have a beautiful community workroom, semi-private and private offices, phone booths, a meeting room, comfortable lactation space and a shared kitchen. We also offer classes and events that speak to both parenting and professional goals. For example, we recently wrapped up the 3rd cohort of a parenting group led by a local therapist and later this month we are offering a professional goal setting workshop led by a local business strategist.

While it was a big pivot to shift from a career in policy analysis to founding and running this business, I draw on a wide range of skills from my previous professional life as well as my experience as a mother and community member everyday. At its heart, SHIFT is about creating a community space that supports and uplifts our members and their families. I am thankful for everyone who trusts us with this mission and feel incredibly privileged to do this work everyday.

Any insights you can share with us about how you built up your social media presence?

Two years in and this is still such a work in progress for me!

I think a lot of small businesses probably do what I did, which is balk at the idea of spending money on social media and assume I could run my own accounts well enough to get by, at least initially. If I could go back in time, I would probably budget for a social media manager. Instead, I muddled through for a while and then realized I needed help. Since I didn’t have the capital to retain someone, I found more accessible options. One of my members is a social media manager and her company offered a social media audit for a one-time fee. I came out of that with an analysis of my social media accounts, how I could strengthen them to speak to my target audience, and tips for how to post regularly in ways that would achieve my goals. Periodically, I also attend one-off classes, workshops or online tutorials about social media marketing. These help me gain skills and new ideas without breaking the bank.

I am still by no means an expert, and my social media accounts don’t always generate as much engagement as I would like. But like so many business owners and entrepreneurs, I’m making it work. Instead of posting constantly, I try to focus on content that (a) engages our members as well as local parents and professionals, (b) demonstrates what we do and why someone would want to be a part of our community, and (c) shows the heart behind SHIFT Work + Play and our journey to success. I do get a number of new leads via social media, so I know I’m on the right track.

My advice would be to focus on being genuine and posting quality content, rather than posting just for the sake of it or trying to capitalize on trends. Cross-promoting with other local businesses or the Chamber of Commerce can help you grow your audience, and one-off classes and workshops can help you learn as you go. And remember to have fun!

What’s a lesson you had to unlearn and what’s the backstory?

I had to learn my way out of the idea that if I created something incredible, people would flock to it. I think that’s another common misstep.

Looking back, I knew that wasn’t a solid business strategy and I worked hard to get the word out and build a drumbeat before SHIFT Work + Play even opened. But I received such positive feedback and encouragement from everyone I encountered, and I was so excited to open our doors, that I got a bit complacent. SHIFT opened in November 2022 and I waited for people to books tours, sign up for memberships, and spread the word within their own communities. It was so exciting every time a new member signed up! And we learned so many important things in those early days that I was always busy making tweaks and improvements to how we did business.

But then a few months passed and I realized growth was much slower than I had hoped. At first, I felt stuck. Marketing is not an area I had experience with and there is a steep learning curve. Over time, I’ve tried new things and talked to lots of people. Slowly but surely, I’m learning what works for us. But I can’t help but think I could have saved myself some growing pains if I’d dedicated more time and money to a solid marketing plan from the outset.

Now, any time I try something new with the business, I work on the strategy for “selling” it from the very beginning. Otherwise, all the time and effort that goes into creation and implementation could be wasted. I’m still learning and growing, but I know I’m doing things better than before, and that feels like a success story to me.

Contact Info:

• Website: https://www.shiftworkandplay.com
• Instagram: https://www.instagram.com/shiftworkandplay/
• Facebook: https://www.facebook.com/ShiftWorkandPlay/
• Linkedin: https://www.linkedin.com/company/shiftworkandplay

Image Credits

1. Ak’s GraFIX

2. 88Visual