Breaking barriers: Lulu Mashonganyika’s mission to make childcare accessible

For Lulu Mashonganyika, entrepreneurship began with a challenge many parents know all too well. As a working mom, she felt the mental, emotional, and financial strain of finding reliable childcare. “The process is often overwhelming, unpredictable, and inaccessible for many, especially women, newcomers, and those working irregular hours,” Lulu explains. That struggle sparked an idea: a platform that makes finding trusted childcare as easy as booking a ride or ordering food—anywhere, anytime.

That idea became LiiT Care Connect, a technology-enabled marketplace connecting families with childcare providers. Whether a parent needs a babysitter for a few hours, full-time care in a dayhome, or a host wants to make their event inclusive, LiiT Care Connect prioritizes convenience, safety, and trust. “We’re building technology-enabled trust in an industry where reliability and peace of mind are everything,” Lulu says.

The concept was deeply personal. When Lulu became a parent, she realized how profoundly childcare affects every aspect of family and community life. “It’s not just a personal issue,” she says. “Childcare is a barrier that leaves many women emotionally, mentally, and financially strained. I wanted to create a solution that not only makes childcare accessible but also empowers caregivers, many of them women and newcomers.”

Her experience as a former dayhome provider and an immigrant shaped her perspective. “My experiences weren’t barriers—they were my strengths,” she reflects. Seeing other women entrepreneurs turn their own challenges into solutions inspired her to take the leap.

Overcoming hurdles

Every entrepreneur faces challenges, and Lulu had plenty. As a non-technical founder, building a tech platform without a coding background felt daunting. Financial constraints added pressure. She overcame these obstacles by learning fast, leaning on advisers, finding the right people, and being resourceful. Bootstrapping, applying for grants, and engaging community support became essential.

Marketing presented its own challenge. She had to build trust with two very different audiences—parents seeking care and providers looking for opportunities. “It’s not just about awareness,” Lulu says. “It’s about building credibility and trust in a new, streamlined way of finding childcare.”

A digital boost

The DIY Marketing program sponsored by Empower by GoDaddy gave her practical tools. Lulu used what she learned to improve website navigation, enhance calls to action, and streamline registration. On social media, she focused on consistent branding, storytelling, and content that resonates with both parents and providers. “The program showed me how to clearly tell our story online and leverage tools to build trust, which is essential in childcare,” she says.

The $1,000 grant that came with the program also helped launch marketing initiatives, create materials, and raise awareness. Today, Lulu is focused on onboarding more dayhomes and babysitters, running targeted campaigns, and strengthening the platform’s ratings and reviews.

Looking ahead

Lulu’s vision for LiiT Care Connect is ambitious but grounded. She hopes to transform childcare access in Canada, making it flexible, reliable, and inclusive. “Our goal is to expand access, build community partnerships, and eventually integrate more services that support parents and providers,” she explains.

For those starting out, Lulu has simple advice: “Start before you feel ready. You’ll never have all the answers, but you’ll figure it out step by step. Use your challenges as fuel, surround yourself with people who believe in your vision, and remember, your lived experience is your unique advantage.”

Are you a young Black entrepreneur ready to launch, buy or grow your business? Futurpreneur’s Black Entrepreneur Startup Program (BESP) reflects Black communities across Canada through its leadership and team. BESP offers loan financing, mentorship, and culturally relevant resources to empower your success. Learn more.