Kidtown founders are also working hard to get their brand-name known across the country and Asia. Future plans for expansion are already brewing. "We hope to penetrate the local market," says Chiang. "We've gotten serious inquiries from Beijing, Guangzhou, Macao, Hong Kong, Singapore, Taipei and Malaysia."

But, Kidtown has to move fast. "One of our main problems is that of copycats," says Chiang.

She says local copycats posing as parents come to the play center to case the joint and take photos of its set-up. It's almost impossible to prevent copycat play centers from popping up across China, says Chiang, with regret.

"So, there's three things we can do," says Chiang. "We need to establish our brand, be the first to move (into other Asian cities) and have a good management team.

"Within a year, we'd like to be included in a lot more residential compounds and international schools," says Chiang.

Kidtown's founding partners (from left to right) Kathy Lawn, Tina Kuan, Emy Machida and Lisa Chiang.

They hope to have two more locations in Shanghai, and start franchising next year in other cities.

Although Chiang and her partners like to think big about Kidtown - that doesn't necessarily mean it has a typical business set up or ambience.

"I'm happy because I can bring my son here and work," says Machida, who was recruited by Chiang from the onset of Kidtown. "I don't have to work in an office."

"I love it on my way home when I see kids crying because they don't want to leave Kidtown," says Machida. "It makes me happy to see the kids having a good time."

"This is a really good work-family business for me," says Chiang. "At the same time, we're entering an untapped market. It's fun doing it, and hopefully, it will be financially rewarding as well."

(China Daily June 16, 2008)