Mums In The Know

Mar 24 • Mumpreneur Spotlight • 596 Views • Comments Off

Alex Uprichard and Dawn Hayes launched Mums In The Know when they spotted an opening for an interactive, social media-heavy and hyperlocal online resource for parents.

Mums in the Know is now a fast-growing community of websites featuring not only what’s on information for families, but also an essential guide to bringing up children in local areas. Social media interaction is key to its burgeoning appeal, with followers receiving tweets and Facebook messages throughout the day suggesting everything from toddler groups to attend that morning, to live events and outdoor attractions for the weekend.

The network is now reaching over 200,000 parents on a monthly basis, and is well on track to hitting their target of 1,000,000 readers soon. The sites are lauded as ‘first for mums’ in all the local areas they cover.

Alex Uprichard comments, ‘The Mums in the Know local sites are mobile integrated and we use social media to give Mums daily inspiration on what to do with the kids. Our readers love the fact that we remind them of all the great opportunities for activities & outings in their area direct to their smart device- no need to hang on to old magazines and flyers. Plus our area managers are continually updating their sites so our info is in real time and locally targeted. Our biggest selling point is our upbeat and friendly tone- we bring the fun to family life!’
From one local website in Wilmslow, 50 self-employed local area managers- largely women in their 30s with young children – are now on board running local Mums in the Know websites, from Edinburgh to Southampton.


The MITK concept is proving popular with advertisers as well as mums with Mums In The Know advertisers now numbering more than 300 from local kids classes and businesses to large brands such as John Lewis,, Weight Watchers and more. Businesses can advertise on a national or local level and Mums In the Know also offers sponsorship opportunities, market research surveys and focus groups for mum-friendly brands.

‘Throughout 2015, we aim to build our number of local sites significantly from 50 to around 150. We are on the hunt for entrepreneurial Mums who are ‘in the know’ about their town, love social media and are great at sales to join our growing team. Roles are commission based and we don’t charge any set up or franchise fees. Our aim is to have a Mums in the Know site in every county of the UK by 2016! ‘ says Dawn Hayes.

Are you interested in running a Mums in the Know local area? Head to to find out more.

Visit to find a local site near you.


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