81. From Stay-at-Home Mom to Scalable CEO: How Beth Heyer Built a Babysitting Empire With Gen Z Power
Beth Heyer didn’t mean to build a babysitting empire. She just couldn’t find a sitter in Austin, TX.
Like many great businesses, Babysitting Connection started with a personal pain point. Beth had just moved, couldn’t tap into her old network, and was juggling life with two young kids. That frustration turned into a wildly successful solution: a membership-based sitter service that now operates across Texas with over 700 monthly subscribers and 300+ vetted sitters.
Oh, and she did it as a solo mom.
Here’s how Beth built not just a babysitting business, but a scalable, systemized company that’s grown into pet care, consulting, and a nonprofit. She shares what it really takes to manage Gen Z workers, set boundaries as a CEO, and build trust with families—all without burning out.
How Babysitting Connection Was Born (Right Before a Pandemic)
Beth launched Babysitting Connection in January 2020. Her idea? Help moms book vetted, reliable babysitters through a simple monthly membership. Within six weeks, COVID hit.
Most people would panic. Beth pivoted.
Originally designed for date nights and drop-ins, the business quickly evolved to meet the moment. With schools and daycares closed, families needed in-home, consistent care. Beth launched a recurring sitter matching service and watched demand skyrocket.
“If we had gone with a physical space or play area, we would’ve folded,” she says. The lean, remote-first model paid off.
The $35 Membership That Drives Recurring Revenue
Babysitting Connection operates on a monthly membership model with three tiers:
- 3 sits/month: $35
- 10 sits/month: For part-time support
- Unlimited: For families needing full-time help
It’s not just smart business—it creates loyalty.
“When you’re paying monthly, you’re more likely to use the service. It builds a rhythm. You go on that date night. You get that break,” Beth explains.
Unlike many apps that charge per booking (and often take a cut from sitters), Beth’s model keeps the pay in the sitter’s hands and the trust with the families.
And it’s working: most members stay on the lowest tier and renew consistently. Beth intentionally kept the barrier to entry low—no annual contracts, no upfront fees. Try it, love it, stick around.
Hiring Gen Z: Mistakes, Mindset Shifts, and What Works
Beth is an elder millennial. Her team? Almost entirely Gen Z.
At first, that caused some friction. “I was like, your boyfriend broke up with you? Okay, and? Show up to work,” she laughs. But she soon realized her younger team members saw work differently.
“They prioritize mental health. They want flexibility. They care deeply about boundaries.”
So she adapted—without lowering expectations. Today, sitters choose their own hours, locations, and the ages of kids they want to work with. But when they commit? They show up. Beth makes sure they know they’re representing more than just themselves.
“You’re representing 300 sitters and this whole brand. That matters.”
This balance of autonomy and accountability has helped her retain talent in an industry known for turnover.
Scaling With Systems and Trust
From the start, Beth knew she needed to build a business that wasn’t just dependent on her. She leveraged her background in recruiting to create solid vetting systems and invested in remote infrastructure.
Sitters must be:
- 18+
- CPR certified
- Experienced with paid childcare
They go through interviews focused on both qualifications and cultural fit. Today, over half her team has been with her for more than a year—a rare feat in gig-style work.
Internally, her lean ops team meets weekly, shares ideas freely, and makes quick decisions. “We’re agile enough to test something for a week, and smart enough to ditch it if it doesn’t work.”
Beyond Babysitting: Pet Care, Consulting, and a Mission-Driven Nonprofit
Beth didn’t stop at child care.
She recently launched Pet Sitting Connection, using the same vetted team to offer in-home pet care. Unlike Babysitting Connection, this business runs on a pay-per-booking model. The goal? Reach a new audience (think: young professionals, not just parents).
Her consulting brand, BethHeyer.com, helps other women—especially moms—launch or grow service-based businesses.
Then there’s her heart project: BC Gives Back, a nonprofit that provides free or subsidized care for foster families, parents attending civic duties, and sitters seeking career development. It also offers scholarships for doulas, lactation consultants, and nontraditional career paths.
“We want to support the families who need it most—and the sitters who want to grow,” she says.
Boundaries, Burnout, and the CEO Mindset
Beth isn’t interested in hustle culture. She’s built her business around actual balance—and insists others do the same.
- She works out first thing, 6 days/week.
- She sets real work hours (9–5), even if texts come in at 9PM.
- She uses sitters herself so she can actually work and be present.
- She hires help for laundry and home tasks when needed.
“My job is to run the business—not to do it all,” she says.
Beth reminds us that being a CEO isn’t about being everywhere at once. It’s about building a team, using your time wisely, and knowing when to step back.
Lessons for Entrepreneurs Looking to Scale a Service Business
Beth’s story is a masterclass in:
- Starting with a real pain point
- Using a subscription model to stabilize income
- Hiring for values, not just skills
- Working with your team, not over them
- Expanding in ways that align with your systems
- Holding boundaries while leading boldly
Whether you run a service-based business or are thinking about launching one, Beth’s approach proves that sustainable growth is possible—even joyful—when you build it right.
Listen to the full interview with Beth Heyer on the Accidental CEO Podcast. And if you’re ready to get your time, team, and sanity back, check out our coaching programs at accidentalceo.co.
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