Cupcake Mum

Cupcake founder Karen Hastings saw a gap in the market for a place where pregnant women and people with young children could go to socialise and feel part of a community. At Cupcake, members enjoy dozens of free classes and seminars each month, from pilates to entrepreneurship masterclasses, and a fully-equipped spa. The business is totally focussed on its core demographic: from pram parking to pregnancy-safe spa treatments and massages. Mothers needing a break can leave their children in Cupcake's supervised play area or the Oftsed-registered creche which caters to babies from four weeks old. The model has been incredibly successful and Cupcake now operates from three different sites in London.

• Totally customer-focused model ensures a loyal membership
• Three sites in London
• Ofsted-registered creche lets mothers unwind in peace