SmartStart Early Learning Factsheet

SmartStart is South Africa’s first national early learning delivery platform. Within a single platform architecture, Franchisors and regional branches recruit, license and support practitioners (Franchisees) to deliver the same evidence-based programme for three- to five year-olds, supported by a national network of Coaches and Clubs. SmartStart itself performs the role of platform orchestrator, designing and enabling the operational components of an end-to-end, non-state delivery system.

SmartStart currently has over 12,000 practitioners nationwide, delivering early learning programmes for more than 110,000 children every week.

As ECD becomes recognised globally as a ‘powerful equaliser’, interest in promoting ECD, particularly for children from disadvantaged population groups, has grown in South Africa.

In 2025 there were 5.9 million children ages 0-4 years old living in South Africa, with the majority living in poverty. Approximately 46% of children in this cohort have access to any type of quality out-of-home early learning programme. It is estimated that in the poorest households, only 20% of young children attend an ECD centre.

Many homes have little access to resources, services and education. The role of the home is key in providing ongoing stimulation that encourages and supports learning throughout a child’s life. We recognise that to sustain the level and quality of early learning that happens in our programme, parents need to be provided with the know-how and skills to continue stimulation at home.

Our franchised programme is delivered through playgroups, day mothers and Early Childhood Development (ECD) centres to improve children’s readiness for learning, school performance and overall life success. This is supported by awareness and communication campaigns for parents (to drive improved home learning environments) and by a national network of licensed practitioners who encourage effective early learning practice and participation.

Social franchising is being used all over the world as a game-changing strategy to bring essential services to poor communities at scale.

Set up as a non-profit social franchise, our model is designed to incorporate franchising principles. These include a brand that builds a sense of identity and belonging; a tried and tested model; standardised programmes, processes and systems; high quality training and materials, and a network of support for implementation.

Our programme focuses on learning through play and opportunities for interactive storytelling. These are proven methodologies for children that can be implemented in resource-poor contexts by practitioners who have passed Grade 10 or above.

Our approach supports self-regulation – one of the key variables in later success in school and life.

1. Modes of delivery

PLAYGROUPS: These provide the minimum dosage of two mornings a week, and are particularly suitable for children who have never accessed early learning programmes and for parents who are currently unemployed

DAY MOTHERS: these provide a full-time childcare service and an opportunity to improve quality early learning – targeting new day mothers and existing ECD centres

1. The early learning package

IN-DEPTH START-UP TRAINING (5 days) for new or existing early learning practitioners plus annual 1-day refresher training

SHORT PARENT WORKSHOPS which include storytelling training OBSERVATION AND MENTORSHIP SESSIONS for practitioners by our coaches

MONTHLY PEER-TO-PEER SUPPORT GROUPS through the club network

CONTENT SUPPORT for delivery of monthly parent sessions

1. The early learning package

We aim to ignite parents’ interest in and understanding of early learning, resulting in more playful parents and participation in playful learning experiences for children.

1. The franchise operation

Our model is orchestrated by a central office. Our focus is on making the franchise operate successfully and demonstrating its effectiveness in facilitating access to quality early learning, by:

DEVELOPING, REFINING, AND DISTRIBUTING an early learning practice ‘in a box’

BUILDING, MAINTAINING AND MOTIVATING a network of early learning practitioners

BUILDING DEMAND and a trusted national brand for parents

LEADING AND DRIVING the growth plan for the social franchise

SmartStart mobilises and activates thousands of women (and some men) who can implement the SmartStart early learning programme. These practitioners – known as SmartStarters – are neither volunteers nor employees. SmartStarters are self-driven people who willingly join this network and then access a government grant or subsidy or fees from parents. They need to have the energy and drive to set up and run the SmartStart programme and to make a difference to our children.

Our regional partner organisations (franchisors) recruit, train and support the SmartStarters to run playgroups or child minder programmes in areas where children do not have access to early learning opportunities. This is often done in partnership with Community Works Programme (CWP) programmes and implementing agents, and in close consultation with Department of Basic Education (DBE).

Anyone with a minimum of Grade 10 (or who has three years’ experience working with children) and is above 18 years old, can apply to be a SmartStarter. SmartStart assesses and trains these applicants, provides a basic play kit,and ongoing quality assurance. A practitioner is only licensed if she or he meets SmartStart standards.

THE LICENSING PROCESS HAS THREE STEPS:

Step 1: After successful completion of the assessment process, induction and training, the practitioner receives a starter licence. This licenses her to recruit children and set up a group.

Step 2: Once the practitioner’s site is verified as having met the minimum standards for hosting a SmartStart early learning programme, the site is publicly recognised as a SmartSpace site. The practitioner receives her SmartSpace certificate and a play kit.

Step 3: When the practitioner meets practice standards consistently, the practitioner is recognised (with a membership card and lanyard) as exemplary and receives her practice license. Playgroups run for two mornings a week and provide an important minimum dosage of early learning activity for children who would otherwise be excluded. They do not replace ECD centres, and SmartStart playgroups are encouraged and supported to work closely with their local ECD centres. Child minders run their programmes five days a week but with a maximum of six children in their groups.