Entrepreneurs launch the My First Five Years app offering personalized advice to new parents


New app offering personalized parenting advice for the formative years of a child’s life is to be launched by a North West entrepreneur.

Jennie Johnson MBE, who founded the North West Kids Allowed nursery, which was later acquired by Kids Planet, will launch her new digital business My First Five Years with her friend Alistair Bryce-Clegg.

The couple chose Manchester-based digital agency Apadmi to bring the app to life – and are now looking for expectant parents and people with young children to be the first to try out the new concept.

Ms Johnson and Mr Bryce-Clegg say they have found a gap in the market with the new technology, which is currently being designed and developed with Apadmi.

Ms Johnson said: “We want parents to enjoy parenting more, and every part of the My First Five Years app will be designed with that in mind.

Howard Simms of the Manchester firm Apadmi

“Alastair and I have over 25 years of experience supporting and helping parents, and we know firsthand the difference an app like this will make in their lives. For busy parents who are always on the go, an app that offers support in your hand is a very exciting concept.

“We contacted Apadmi because we knew we wanted to create a best-in-class solution and the Apadmi team gave us the confidence they could offer from the first engagement. “

The duo are offering parents of children up to three years old to request early access to the parenting app with the preview and be the first to try out the concept.

Ms Johnson added: “We first embarked on a discovery phase, which was invaluable in taking our idea and taking us to the ‘eureka moment’ where we believed that our ideas could be distilled into a process. application.

“Going through this process with Apadmi allowed us to take our ideas from a very high level and streamline them into a much more refined brief, setting priorities for the first phase of the application and making those parts the best they can be. .

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“All of our strategy work and workshops had to be done by video call, which was a new way of working for us but didn’t limit creativity.

“The employees of Apadmi are lively, passionate, talented in their field and above all, they share our vision of the application because they have helped us to define and develop our thinking. With Apadmi as a digital partner challenged to turn these ideas into reality, we are confident that the app will be the best in its class.

Howard Simms, co-founder of Apadmi, said: “When I first met Jennie and heard the idea of ​​the app experience, I was already excited – but being part of the strategic process and bringing the idea to life was a fantastic experience.

“As a parent myself, I fully believe in the potential of my first five years, and I am very proud that Apadmi is the partner to support the team on this launch trip.”


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