Coming Attractions

There's a common gag that pops up occasionally in TV shows and movies: The moment a couple finds out they're expecting a baby, they put their names on a three-year waiting list for the most prestigious preschool in their city. While this scenario is probably a bit extreme for most families, many parents and grandparents are showing great concern for early childhood learning even before the wee ones start kindergarten--and are willing to shell out big bucks for supplemental education.

So what types of educational services did we determine are sweeping the nation? "Anything having to do with the child's exposure to other children," says Jerry Wilkerson, president of Franchise Recruiters Ltd., a Chicago-based franchise executive management search firm. "[Also,] anything having to do with pre-learning or trying to help someone who's having a learning problem. Those are the things that are going to continue to grow in America."

For toddlers, this means trips to fitness/play centers like Gymboree, where little ones are tricked into learning things like social skills while participating in fun activities. As they get a little older, children can learn computer skills at franchises like Computertots and Futurekids. And if they're having trouble with the three R's, there are always after-school tutoring centers that provide programs to help them catch up.

This article was originally published in the January 1999 print edition of Entrepreneur with the headline: Coming Attractions.