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Discovering the world through play: How KiddyTrip came about from everyday family life

Wuppertal |Digitalisation, Social Affairs & Education

With the KiddyTrip digital platform, families can rediscover their local area in a fun way – through interactive treasure hunts that get children moving, teach them new things and encourage shared experiences. 

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© KiddyTrip | The founder demonstrates her app on her mobile phone
© KiddyTrip

The person behind the idea

This is how the story of the company’s founding began 

  • Anastasiia Borovyk, founded in Wuppertal

  • Launch of KiddyTrip: an interactive app for treasure hunts

  • Focus: Exercise, digitalisation, families

Could you briefly tell us about your start-up and your business idea?

Anastasiia Borovyk: KiddyTrip is a digital platform for self-guided treasure hunts that take families with children on a fun journey through cities, parks or even their own homes. With the help of our browser-based app, children discover the world in an interactive, active and educational way – with no preparation required. In addition to our B2C offering, we also develop bespoke scavenger hunts for cities, companies and organisations that want to reach their target audiences in a modern and entertaining way. 

„Whether strategic, creative or pragmatic – there are many paths to success.“

– Anastasiia Borovyk

| A child points excitedly at a sign on the Königshöhe Forest Climate Trail
 How did the people around you react?
 
Anastasiia B.: The reactions from the people around me varied quite a lot, as is often the case. But my closest circle was, for the most part, very supportive. My family was a bit cautious at first and worried whether I could really balance this with motherhood and family life. My friends, on the other hand, were right behind me because they’re wonderful people. And I felt a lot of support from the Wuppertal start-up community – that backing helped me enormously.

Were there also people who weren’t so positive about your plans?

Anastasiia B.: Of course there were sceptical voices too: some doubted whether I could even manage to balance family and entrepreneurship. Others thought I’d give up on the project quickly or wouldn’t make any money from it anyway. And still others were convinced that I lacked the necessary skills. But my desire to really build KiddyTrip was stronger – and I’ve now been working on it for almost two years, and the project is continuing to develop successfully.

Were there people who tried to stop you?

Anastasiia B.: No – once I’ve set my mind on something, it’s pretty hard to stop me. It’s usually not even worth trying. I think the people around me realised that pretty quickly – and just let me get on with it.

What challenges have you overcome?

Anastasiia B.: Unfortunately, my first team wasn’t a good fit at all and I had to start completely from scratch after six months. Shortly afterwards, my main sales channel also closed its platform for self-guided tours, which was a real setback. But the biggest challenge is, and always will be, juggling everything at once: being a mum, starting a business, developing a product and just keeping going.
© KiddyTrip | A boy (left) holds a cell phone with the KiddyTrip app open up to the camera, and a girl (right) gives a thumbs-up (right)
© KiddyTrip
Have there been any difficult moments so far, and how did you overcome them?

Anastasiia B.: I started out with two co-founders, but after six months we had to go our separate ways – which meant rebuilding a lot from scratch. Later on, my main sales channel for self-managed products was also shut down, which was a major setback. I subsequently revamped my sales strategy, expanded the product range and focused more heavily on B2B partnerships – so the crisis gave rise to new strength.
 
What support did you receive during the process of setting up your business?

Anastasiia B.: The Start-up Centre at the University of Wuppertal and the STARTERCENTER NRW Wuppertal-Solingen-Remscheid were particularly helpful, providing me with valuable feedback and plenty of inspiration. Exchanging ideas with other founders, especially here in Wuppertal, also gave me a great deal of encouragement. And last but not least, it was and still is my husband who supports me on so many levels.
 
How did you find out about potential funding schemes, and what did you take away from them?

Anastasiia B.: At first, I did a lot of research on my own, and then, through business incubators, events and my network, I gradually came across more and more information about potential subsidy schemes.
 
How did you arrange the financing, and what kind of support (e.g., through grant programs) did you receive?

Anastasiia B.: At first, I covered the costs with my own funds. In addition, I was able to participate in two fantastic programs: EXIST-Women and the Gründungsstipendium.NRW.
 
How did you come to join STARTERCENTER NRW, and how did they help you there?

Anastasiia B.: I first learned about STARTERCENTER NRW through startup events in Wuppertal. There, I was given the opportunity to present my idea and receive valuable feedback. The support was very practical: I received good advice, gained inspiration for the next steps, and was able to better navigate the complex landscape of funding opportunities.
 
What role did STARTERCENTER NRW play in the startup process?

Anastasiia B.: STARTERCENTER NRW was a vital resource for me in the early stages of my startup. Through their guidance, the opportunity to exchange ideas, and the chance to present my concept at events, I gained a lot of clarity and direction.
| A boy (left), a girl (center), and a man (right) are looking at a sign on the Königshöhe Forest Climate Trail

What support programs did you benefit from when you started your business?

Anastasiia B.: The NRW Startup Grant helped me tremendously in turning my idea into reality. Thanks to that funding, I was able to develop my first prototype, further expand the app, and finance my initial marketing efforts.


What success are you particularly proud of?

Anastasiia B.: In the B2C sector, I’m especially proud when I see how much fun children have with my scavenger hunts—that’s the greatest success for me. In the B2B sector, I’m thrilled that three major partners have already decided to collaborate with KiddyTrip and that the projects are nearing completion. And on a personal level, I’m proud that, despite all the challenges of being a mother and a founder, I’m still giving it my all.

What are your goals for KiddyTrip over the next few years? What is your vision for the company?

Anastasiia B.: Over the next few years, I want to continue developing KiddyTrip with even more creative scavenger hunts that get children and families moving, inspire them to explore, and foster genuine togetherness. In addition to the B2C sector, I am specifically expanding the B2B sector to create experiences in collaboration with cities, tourism partners, and educational institutions that strengthen knowledge, environmental awareness, and community in a playful way. My vision: KiddyTrip should not only be fun, but also make a real social contribution to a childhood full of curiosity, physical activity, and connection.
 
What do you think is the secret to your success?

Anastasiia B.: I think my recipe for success is a mix of perseverance, honest and perhaps even childlike curiosity, and a whole lot of passion for what I do. Above all, I listen closely to people—especially families—and I’m constantly refining KiddyTrip so that it really works in everyday life. And maybe it also helps that I don’t try to be perfect, but instead stay genuine and approachable.
| Ein Handy mit der geöffneten KiddyTrip-App
Was war die wichtigste Lektion, die du als Gründende gelernt hast?

Anastasiia Borovyk: Die wichtigste Lektion war für mich: Auch in den schweren Momenten, in denen ich am liebsten aufgeben würde, erinnerte ich mich daran „es ist nur eine Phase, sie geht vorbei“. Und manchmal heißt die Lösung nicht weitermachen, sondern: erst mal durchatmen, Pause machen, Kraft sammeln. Danach sieht alles oft schon wieder ganz anders aus.

Welche Tipps hast du für andere, die ein Start-up gründen möchten?

Anastasiia Borovyk: Trau dich, um Hilfe zu bitten, denn du musst nicht alles allein können. Bau so früh wie möglich einen ersten Prototyp und teste ihn, statt monatelang nur an Theorien zu feilen. Viele Dinge klären sich erst, wenn du wirklich ins Machen kommst, auch wenn es noch nicht perfekt ist.

Was müsste jemand haben, der als Gründer/in erfolgreich sein möchte?

Anastasiia Borovyk: Das Wichtigste ist der echte Wunsch, als Gründer:in etwas Eigenes aufzubauen und dran zu bleiben – egal, wie herausfordernd es wird. Alles andere kann ganz unterschiedlich aussehen: Ob strategisch, kreativ oder pragmatisch – es gibt viele Wege zum Erfolg. Aber ohne innere Überzeugung wird’s schwer.

Was würdest du jemandem raten, der gerne gründen würde, sich aber bislang noch nicht getraut hat?

Anastasiia Borovyk: Fang einfach mit kleinen Schritten an. Bereite ein Pitch Deck vor, sprich mit anderen über deine Idee, hol dir Feedback und wenn möglich, bau einen einfachen Prototyp und teste ihn. Du musst nicht perfekt starten, aber du musst überhaupt starten – der Rest kommt mit dem Tun.

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