STARTUP STORY
TURNING PARENTING CHALLENGES INTO ADVENTURES
For Renata Wiles, the frustrations of everyday parenting became the catalyst for something extraordinary. What started as a personal problem - finding engaging, safe, and fun activities for her young children - has now transformed into a thriving digital platform: Roam With Kids.
“I was documenting everything,” Renata recalls. “Sharing what we did each day, from cafés to walks, playgrounds, paddling pools, anything that made life a little more fun for parents. I realised that the frustration I had while travelling with my daughter, trying to find kid-friendly activities in Asia, was exactly the same frustration parents have at home. That’s when I thought, this isn’t just me. There’s a real need here.”
Renata’s idea was born on the road. She and her partner took their almost two-year-old daughter on a five-month adventure across Asia after being cooped up by COVID-19 lockdowns. The excitement of travel quickly collided with a practical challenge: every night, they would spend hours Googling cafés with play areas, indoor playgrounds, museums suitable for toddlers, and parks - all scattered, often inaccurate, and time-consuming.
“It was exhausting,” she says. “You’d find one blog, then another, map out locations on Google, only to realise things were nowhere near each other. You’d risk a wasted trip. It was such a friction point for families, and I wanted to solve it.”
From Nap Times to Launch Day
Back in New Zealand, with a part-time job lined up and maternity leave ahead, Renata started small. A basic Squarespace website hosted a Google Maps overlay with around 50 family-friendly spots. She sold 500 copies of the $20 PDF map, and the validation was immediate: parents wanted this information. But she knew it could be so much more.
Determined to get an app live before the arrival of her second child, Renata launched Roam With Kids when she was 37 weeks pregnant. Her developer worked tirelessly to meet the deadline for a launch party she was determined to have. The result? Within the first 24 hours, the app shot to number three in New Zealand’s downloaded apps chart—alongside Netflix and other household names.
“It was surreal,” she recalls. “I took a lot of screenshots because I knew we wouldn’t stay up there forever. But that day proved to me that we were onto something people genuinely wanted.”
“I didn’t have a tech background, but I could see an app would be a game-changer. With photos, reviews, filters, and more functionality, this could really help parents spend less time planning and more time enjoying life with their kids.”
Mentorship that Made the Difference
Behind the scenes of this impressive launch was the guidance and support Renata received from Startup Aotearoa and her coach, Keren Phillips from GridAKL. The connections she built through the programme provided clarity, confidence, and practical advice that helped her turn her idea into a viable business.
“Startup Aotearoa really helped me map out the next steps,” Renata says. “Having a coach who had been there before was invaluable; she helped me think about user experience, marketing, and even how to pitch for investment. My coach even helped her come up with the ‘Roam on Recommended’ shopfront stickers, which we got designed and in use within a week. Those little touches make a huge difference for parents discovering new places.”
The programme also gave her access to a community of fellow founders navigating similar challenges. “Just hearing other people’s journeys, their wins and failures, made a huge difference. It helped me realise that the struggles I was facing weren’t unique, and that there were solutions out there if you knew where to look.”
Keren Phillips - Startup Aotearoa Coach
Crafting a Parent-Centric Platform
Roam With Kids isn’t just another directory; it’s a carefully curated experience for parents, caregivers, grandparents, and nannies. At just $3 per month, it aggregates hundreds of free or discounted activities, events, and experiences across New Zealand, helping families save time and money.
“What we do is really specific,” Renata says. “We filter out things that sound kid-friendly but aren’t. We focus on experiences where children are genuinely welcome, and the whole family can enjoy them.”
Maintaining this database is no small feat. Initially, Renata and her partner handled everything manually, calling cafés, checking locations, and verifying facilities. Today, the app is supported by an engaged community, regional ambassadors, and user submissions, ensuring that listings remain accurate and up-to-date.
“Once the kids are asleep, I work until 1am sometimes. My partner is amazing, he takes on a lot at home so I can focus on growing the business. That balance is what keeps Roam moving forward.”
The Vision Ahead
Renata’s ambitions extend far beyond New Zealand. She dreams of Roam With Kids becoming the “Google Maps for parents,” a globally recognised companion for families everywhere. In the short term, she is seeking investment to scale internationally, including possible expansion into Australia and the U.S.
“My mission is simple: make parenting easier and more joyful,” she says. “By taking the stress out of planning days out, parents can spend more quality time with their children. I want to make discovering new experiences for kids effortless and fun.”
From a rudimentary map to a fully-fledged app, Roam With Kids is a story of ingenuity, persistence, and community. With strong mentorship, coaching, and a passionate founder at the helm, the platform is poised to redefine how families explore the world around them. For parents everywhere, the question of “what shall we do today?” may soon have an answer just a tap away.
Do you have a promising startup idea that could benefit from expert guidance? Follow in Renata's footsteps and book a Startup Aotearoa coaching session today.
Learn more about Roam With Kids @ roamwithkids.app or contact Renata via LinkedIn