Go!Mama’s plug‑and‑play pods have an automated cleaning and disinfection system equipped with ultraviolet light to sterilise the units between uses
The year was 2019 and Vivian Lee had been breastfeeding her newborn for 18 months before returning to work. But as it turned out, finding a clean and private nursing room to breastfeed her daughter, or pump milk on the go, in Singapore was more difficult than expected. Seeing how it would be a struggle for other mothers as well, Lee roped in her long-time friend Eunice Lim to build a company and an app, which they launched in 2021, to address this issue.
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The Go!Mama app helps mothers locate the nursing rooms nearest to them while providing photos of each space as well as details of what it is equipped with. Go!Mama also develops its own lactation pods, which can be leased, rented or bought for use in office, commercial and community spaces.
Accessed via the app, these plug‑and‑play units have an automated cleaning and disinfection system that uses ultraviolet light to sterilise the pods between uses.
In December 2021, Lee and her team launched a six‑month pilot trial of the app and five pods with Sentosa Development Corporation. The pod is currently in its third iteration and Go!Mama has deployed one to Sengkang Community Club as its first neighbourhood touch point.
The company also gained its first commercial building partner in the state‑owned JTC Corporation and is in discussions to deploy pods to its locations. Lee says Go!Mama is looking to deploy more pods in other neighbourhoods across Singapore as well as overseas in Vietnam and Japan. She shares more.
Mums are natural problem solvers. We have a knack for finding solutions and making things work, even if it means breastfeeding or pumping in less‑than‑ideal conditions such as public toilets and makeshift spaces. We often compromise our comfort and security because we believe there’s no other choice.
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The idea for Go!Mama came out of a moment of desperation. I was struggling to find a suitable space to breastfeed my daughter on the go, and it’s surprising and unexpected that I managed to convince myself and my co‑founder to take a leap of faith to start the company. We’ve been employees all our life, so we’re first-time founders.
Breastfeeding is an act of nature that should be respected and supported. By addressing this fundamental need and empowering mothers to balance their personal aspirations with nurturing their children, we contribute to creating a more inclusive, supportive and healthier society for all.
That motherhood limits our ability to be successful entrepreneurs is a misconception. Being a mother can give us valuable skills and perspectives applicable to entrepreneurship, such as multitasking, resilience and empathy. Both roles require dedication, problem-solving and adaptability. Motherhood and entrepreneurship can coexist and complement each other.
A quote I came across one day that resonates with my values: “Gender roles are like outdated software—time for an upgrade.”
Discover more social entrepreneurs on the Gen.T List 2023.