The Mag
Please join me in welcoming to the broadcast area developers for IDEA Lab Kids here in Georgia and owners of the Smyrna location of IDEA Lab Kids Toqeer and Haydne Chohan how are you?
Toqeer Chohan
Good, good now, thanks for having us.
Haydne Chouhan
Yeah, thank you.
The Mag
We are delighted to have you on the show. Can you give us just a little bit of a primmer mission purpose sort of overview of IDEA Lab Kids mission purpose, what do you guys out there trying to do for people?
Toqeer Chohan
For so we're looking at bringing STEAM-based education to the state of Georgia, for after-school activities, winter camp, summer camps, and just all sorts of programming that we can help out with the local communities. STEAM is an acronym for science, technology, engineering, engineering, arts, and math. And so, our programs are geared towards kids between the ages of pre-K to sixth grade. And we're just looking to really help bring this supplemental educational tool to the local areas here to help develop young minds.
The Mag
Well, I love the idea. And that's why we definitely wanted to have you guys on the show. Now when you say supplemental, then the kids are attending these activities in the afternoons or the weekends or evenings, something like that.
Toqeer Chohan
Correct. Yeah, that's basically after-school programs. And also on the weekends, we have programs and birthday parties that are STEAM-based types of activities. And we are doing camps, like when the kids are out of school, too. And it's really to help develop the kids were critical thinking and analytical thinking which will hopefully translate to the classroom once they're actually doing the academic parts.
The Mag
So, are you guys from the educational arena? What's your background?
Toqeer Chohan
Well, that’s what's funny about it. Yeah, we're not at all. I'm actually a practicing attorney in the metro Atlanta area.
Haydne Chouhan
I'm an interior designer.
The Mag
Wow.
Toqeer Chohan
Yeah, so what, what really just attracted us to this program? Well, we were both lifelong Georgia residents. And we had just never seen anything like this and are not aware of anything like this particular brand. And, and you always hear about Georgia's rankings and the National, you know, sectors and just how they're, you know, Georgia has unfortunately been in the bottom third of, of education rankings, you know, and, and when you think about some of the, you know, things that are available out there and, you know, different products that are available, we just saw it as an exciting opportunity to bring something like this in the state of Georgia, to hopefully be an asset to all the local communities and students. There's no reason why Georgia can't compete on a national level by providing students you know this built-in curriculumthat are just as capable and accomplished as the rest of the students in the US?
The Mag
Well, it's certainly a noble vision, and one that I personally find compelling as the father of two daughters, and we know with Hayden on the team, that place is going to look great. And with Toqeer on the team, you're not going to risk getting any of that kind of legal trouble some of us can get into when we're first jumping into the entrepreneurial business arena. So, you're covered. You’ve covered all that fraud.
Haydne Chouhan
Yeah, that's kind of our strong suit. Is that team does together we've got we have a good kind of broad coverage?
The Mag
Yeah. All right. So, let's walk it through a little bit. My kids are a little older now and there and they started to find their groove, but I'm trying to envision maybe in their middle school or high school years, I could, I could see them coming to me or if I find out about it before them, me coming to them, and being pretty interested in this. So, walk us through how you get a kid started and what that process looks like, particularly in the early stages of us getting involved with IDEA Lab kids.
Haydne Chouhan
Well, we have a couple of different options, so really like Toqeer mentioned is, is after-school-based. And so, what we hope is sort of the comparison is if you think about, you know, there's these programs where kids can go play soccer in the weeknights are there on karate classes, and they have these different things where maybe one night a week, they're going to go do those types of lessons. And we're sort of trying to take that and do it in the same format just with these educational base classes. So maybe instead of karate on Wednesdays, you might be doing a cooking class with us on Wednesdays.
Because we have this curriculum that's built-in, and then it's you know, you pick what night of the week and what age group the kids are in, and they can come in and try out, you know, different types of classes, and it's sort of supposed to be that kind of format where you would just we'd follow the school calendar. And then for that semester, you may come in every Tuesday at 4 and follow a curriculum based on what you like, and what sort of sets us apart from some of these other companies is that we have a whole range of subjects, it's not just a cooking class or not just an art class. So if they're siblings, or there's more, you know, different personalities that like different types of activities, they can all come and still be doing something different that you know, one could be coding and the other one could be doing robotics at the same time and so it sort of opens up an area of opportunity where you can kind of get everything under the same umbrella and come in and try a little bit of everything.
The Mag
Now as franchisees is part of your role going out and recruiting the best in class subject matter experts’ instructors to work with these kids how does that how does that piece of it happen?
Toqeer Chohan
No, and that's the best part or what really attracted us to IDEA Lab is the curriculum is obviously provided by the franchisor and we the way we're able to provide that is you know we have to have basically you know the students we have college students recent graduates that man teachers yeah and for and teachers that are currently teaching that we can provide the curriculum to them and they're able to teach that to the children.
Haydne Chouhan
As long as they have yeah some sort of just teaching or tutoring experience we have kind of all different ranges with us right now we had like he said, we have some people who are part-time teachers and do this after school is out and then we have some college students that are actually really good at coding and so they're like they help us out with some of the coding classes because they grew up you know, doing part-time teaching jobs for college so it kind of works out.
The Mag
What a marvelous opportunity for that group of people now I'm operating under the impression that without the benefit of an outlet like this or maybe I should say before the benefit of an outlet like this, that sometimes particularly younger females would maybe not even seriously consider a path a path down this science technology engineering. In they just Is that true in do you feel like this is maybe helping resolve that challenge?
Haydne Chouhan
I think it helps with it for sure. I think there's a big push, in general, to get women in these technology and science positions and get them interested in it. I just think overall it's a big push but I think with this sort of outlet it, you know, you don't have to do not equate to make that stereotype that the girls are going to be the ones who want to do the cooking classes and the boys are going to want to do the coding because it's not in our case is not true at all. It's very 50/50, that the girls have this opportunity and want to get in there and do the robotics classes or do the drone classes that we offer, and then we have a lot of boys that you know really just want to do the cooking classes.
And so, it keeps you out of those stereotypes that people are really common too, to place on gender roles, but it's kind of nice because it doesn't give them and the way we're set up to the opportunity there's opportunities for, for the kids who enroll in the class and then try different ones out. So, they may do cooking one week and then may want to try the robotics or the art class next week. So, it's kind of nice, it gives every kid an opportunity to try it and sort of pick their path towards what they're more drawn to.
The Mag
Well, yeah, I love the breadth and depth of what you're describing it again, it sounds very compelling to me. If you're just now joining us, you're listening to franchise marketing radio, our guest today, our husband and wife team Toqeer and Hayden Chouhan they are area developers for the region, but they are also owners of IDEA Lab kids here in Smyrna. Now, Smyrna, this is a brand-new location, is that accurate?
Toqeer Chohan
That's correct. It's the first location in Georgia for this company. Aha.
The Mag
So that's got to come with its own set of challenges. What was what was that? Like? Because you need a physical facility, you got to deal with all that. What was that journey, like just getting this thing put together in I don't know, the ribbon-cutting the doors open?
Toqeer Chohan
Well, that may be another show, we can tell you a lot of war stories. But not the nitty-gritty. I mean, it does come with challenges in the spin the fact that this is such a new concept. And so, we just go from the permitting part, you know, getting the permits approved and getting the contractors and architects to understand what we were trying to do under one roof.
You know, it took a lot of collaboration and a lot of you know, creative thinking, yeah, creative thinking and discussions. And you know, and part of the reason why, you know, we're happy to be the franchise owners and area developers is that we can hopefully better guide other people that decide they want to open up one location in Georgia because we went through these lumps and bumps and bruises. So, we can streamline the process for other people later. And, you know, hopefully, for ourselves, as we look to, you know, expand the brand in Georgia as well.
The Mag
Oh, yeah, with the scar tissue that you guys have collected over the last several months. I mean, I would think you could really reduce the friction, shrink the timeline, flatten the learning curve so that the numbers two and three and four and five and beyond if they're coachable, which is probably one of your recruiting criteria. If you're coachable, you can probably save them a lot of heartaches.
Toqeer Chohan
Yeah, you know, it's amazing. The first thing, when we submitted everything for drawing the drawings for permitting, and everything, the first question we were asked was, well, Where's the other one? Like, is there a similar one that's already opened in Georgia? And my response was, we were like, no, there isn't because they wanted to point to something and say, this is the category it falls into. You know, it would have made everyone's jobs a lot easier. And now that, like you said, we've been through that, that process. Now we do have another like, you know, the next location, we can say, yeah, this is how we, you know, this is how we were able to get the permitting and construction everything done, you know, so.
The Mag
Okay, so let's talk marketing. And my questions may be a little bit early, but I'd rather be early than late, and we just sort of flesh it out a little bit. First, I'm gonna ask you maybe to put on your area developer hats. From that standpoint, are you finding some tools, some communication methods, some medium? Whether it's, I don't know everything from cold calling to direct mail to digital to pay per click? Are you finding some of those tools, more effective than others in terms of getting the word out about the opportunity and just creating the opportunity to have a conversation with a prospective franchisee?
Toqeer Chohan
Yeah, I think I think digital has been the most effective. And it's really through social media is where we've gotten a lot of our leads. And because it requires for people that actually feel like you know that they have to fill out the form and actually go through the process, the initial vetting, you know, just the interest forms. We found people to be a little bit more serious about it at that point. And so that's been primarily how we've been able to get our leads so far.
And, and the big issue or big challenge we had in Georgia before we open up our location was everybody like, hey, it sounds great. But what does it look like? And, or, you know, what, what is, you know, the like, what is this concept? Is it a daycare? Is it a? You know, is it a school? You know, what are you guys exactly doing here. So that's been the one benefit has been actually having our physical building open and ready for tours, where people can actually see the whole concept of living and breathing now.
The Mag
Right now, that has to be a huge advantage. Okay, so let's turn our attention now to the local franchisee. And again, I acknowledge maybe it's a little early, but maybe you have some insight already into tools, methods, approaches for marketing, your local IDEA Lab kids.
Toqeer Chohan
Yeah, just local, I mean, that's the same thing, just through digital. I mean, through social media, we've been able to have some, you know, leads and success and having discussions with people there. And, you know, and on a national level, you know, they have some relationships with brokers and other individuals and organizations that have been, you know, having to meet with us and see how those if those materialize or not, you know, and what's kind of unique about our brand, and I'm sure the company's going to do this is you want to make sure it's the right fit with your culture.
And what we're trying to establish here in Georgia, especially. This is something where we take it very serious and take it as a responsibility when you're dealing with other people's children. And even your children, like you, want to make sure you have the right people there in place to provide those services and to represent your brand the right way, you know. So, and, and we want people that work with us too, to also feel that same passion and have that same feeling towards, you know, where we are being given the privilege of educating other people's children, and developing them and hopefully helping them, you know, flourish in a great environment.
The Mag
Alright, hey, let's talk about that work environment. You two are married, you're working together, I have a beautiful, very talented wife, I think the world of her, and I love it when I can call on her to help me in certain aspects of our business. And occasionally, she'll tap me to help her with some things in her work. I don't know if we could have a business together. Can you talk a little bit about that dynamic, the good, the bad, and the ugly of that? What's that been like for you guys?
Haydne Chouhan
I think it hasn't been so bad. Maybe because we're so different. With Toqeer being the attorney, he handles kind of a whole different side of the business that I manage my background in interior design was from a corporate standpoint, so I have a lot of experience with commercial spaces and in setting national standards for a rollout. And so when we team up together, we both tackle separate things was kind of then gets us a whole product, complete product. But I think because of that it, it goes pretty well just because we're not really we're not competing.
Toqeer Chohan
The pay thing is just like a marriage, I stay in my lane.
Haydne Chouhan
We're very, we're very aware of our strengths and weaknesses. And then just about stay in that line.
The Mag
Well, it raises. Yeah, go-ahead
Toqeer Chohan
I would say, yeah, I mean, obviously, the biggest challenge is balancing work with personal life. And that's what do our professional lives, you know, we were able to kind of establish those boundaries, before we went into, you know, this business into this concept. And we just tried to exercise that on our daily, you know, schedules as well as, hey, I mean, there's always work to do. I mean, there's no doubt about that. But at the same time, you know, we have you have to turn off to recharge, and we are we're true believers in that. And I think establishing that early on in our relationship is kind of helped on the business side as well, you know, well.
The Mag
Yeah. I mean, I think it raises a few really important points. As I'm asking the question, and you're being kind enough to share your experience and perspective on it. I'm thinking about me and my business partner, we are on the business radio x network, and you know, we really do each try to stay in our lane. We have, I think our value system is wholly consistent. And I think we're all sort of rowing in the right direction. But Lee has a whole set of skills I don't and there's some things I bring to the table, and we have, I think this role clarities that's important, because, you know, Lee and I are married to kinda right I mean That's a marriage dude.
Toqeer Chohan
That's an even more dangerous marriage in the room that you have at home.
The Mag
But, yeah, alright, so given that I'm going to ask this question of you individually, rather than together, and I'll start with Hayden. So far, what are you enjoying the most? What are you finding the most rewarding about the work?
Haydne Chouhan
Um, I would say the most rewarding is when you hear positive feedback, I guess really from the kids because we get, we sort of see it from a different you know, it's kind of like our baby. So, when I've been here, this whole process to get it up and running and built. And I think that we have a beautiful campus. And I think we have this really cool facility. And with all these great things, I know that I'm seeing it from a sort of, an ownership perspective. And so, it's easy to then lose sight and realize that maybe other people don't see it the same way I do. And so when you're sitting there, and you think it's great, but you're nervous, and you're waiting for someone to just say something positive, I think when you hear it from somebody who just like experienced one of the activities of the birthday parties, it just sort of reaffirms what you're doing and that it is something that's cool to other people, not just to you, if that makes sense.
And so, I think that's been the best part. Like we had a birthday party a couple of weeks ago. And we were all it was our first birthday party that we had hosted for this group of girls, and I know we were all like, we thought it was gonna be so much fun, but then you just don't know because we're adults and we're not eight-year-old. And so, we are all like prepping for and getting ready for it. But then we sort of were anxiously awaiting to see what the mom thought because you want her to feel like you know, it was worth it.
And so, when we were off dating there, and the teachers were doing the activities and the girl the birthday girl probably said at least three times this is the best birthday ever. Back when I was like okay, this is it like that's what I needed to hear you know to know that it's not just me that that thinks this is a great product. So, I think that's kind of in the best really is hearing it from the actual students so that you know that you're working with something that is as fun and as innovative as you think it is.
The Mag
Well, that Wow, what a great way to describe I can just imagine you know you're in there you're in the heat of the moment you're getting it done and you know, maybe even tensions rise or whatever. But then when you put it all together, and then you hear that out of the mouth of that kid that's just got to bring it all home for you. That's fantastic.
Haydne Chouhan
Yeah, that's exactly what it was. Because our and we're stressed, we want to make sure that, you know we're doing the stressful part, we want everyone to be happy and for everyone to see value in what they're doing. And when you hear it, that's like your reward. So,
The Mag
Toqeer, I'm sorry, you have to follow that act. But how would you describe the most rewarding part?
Toqeer Chohan
I mean, I think Hayden's right. Yeah, I mean, I've definitely to piggyback on what she said and then also just seeing, you know, for my role, and what I've kind of been doing on the back end is just seeing the building finally completed. And, you know, looking great, and having it ready for the children and programs that start you know, and, and Haydne being kind of modest, you know, for me, you know, it was great, the franchisor was very gracious in allowing Hayden to come up with a lot of design elements for this particular location because of her previous background.
And so, she was very creative, and how she was able to develop the design elements of the location. And it's just kind of like it's cool to see it all come into place now where you have a nice design look and then on top of that the curriculum provided by the franchisor and it's it just it to see it all come together finally was it feels great and then and obviously just really hoping to have an impact on just local communities in being an asset and it just feels kind of special to be in a position to be able to do that. You know.
The Mag
What an exciting time for you guys so what's next and how can we help what do you need most you need more young people to participate in kind of this faculty role do you need to need more customers? What's next for you guys? The focus?
Toqeer Chohan
Yeah, a little bit of everything. I mean, obviously, we've, you know, just starting out, we're still building up our enrollment and getting the awareness out there. Just for the local area as well as just you know, in the general Atlanta area in Georgia you know, because this is a brand new brand to the state we want to get to that point where when people see it it's like when you see a Dunkin Donuts or you know McDonald's something opening up you're like hey, I can't wait till that opens you know, I want to go there. We were hoping to build that up for IDEA Lab when somebody in their local area here's Oh, IDEA Labs opening up where there's a built-in audience like ready to go, you know, and because we still have people like I said earlier coming in and going, hey, what do you guys exactly do here. And, but it's just, you know, you could help us but just getting the awareness of what we do and hopefully have other communities that want to bring an IDEA Lab to their areas as well, because obviously, our goal is to have several of these opened up in Georgia, and all over the metro Atlanta area, and, and all over the state of Georgia.
The Mag
Well, congratulations on the early success and the momentum before we wrap let's make sure that our listeners know how to get in touch with you guys. If they'd like to have a conversation with you or someone on your team about either of these things about either getting you to know their kids involved in the IDEA Lab experience or, you know, maybe exploring the idea of becoming franchised they see themselves. What are the best quarters the best way for them to connect, you know, phone, email, Linked In, whatever you feel like is appropriate?
Toqeer Chohan
Sure, yeah. I mean, they can call us at our phone number 770-694-6331. And for anyone looking to franchise or develop their particular area, the best email is georgia@idealabkids.com. That's I D E A l a b kids calm. And then anybody interested in just the Smyrna location or just finding out more about our local programming can email us directly at smyrna@idealabkids.com.
The Mag
Well, thank you both so much for joining us on this show and sharing your story. This has been an absolute delight.
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