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Science for the Minds of Babes
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Business New Haven
9/11/1995
By: Kevin Wheeler
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Imagine a company supply closet with the cross appeal of a toy store and a five and dime - crayons, yo-yos, neon-colored Elmer's Glue, colorful magnets, balloons and, an all-time favorite, goop solution No. 1 packaged in baggies with twist ties.
Goop solution? Exotic-sounding to most of us, to graduates of Little Scientists classes goop is a familiar substance akin to Silly-Putty that they learn to make as a chemistry experiment.
Hands-on experiments and projects are the charm and genius that make kids love going to classes at Little Scientists - a company, founded by Heidi Gold Dworkin, that teaches children ages three to eight about science and computing.
Gold Dworkin, a/k/a Dr. Heidi, is a molecular biologist by training with bachelor's from Cornell and two masters and a doctorate from Yale. She has been published in “top science journals” and was part of a scientific team that contributed to a Nobel Prize in 1988. In 1989, Dr. Heidi took a leave of absence from Yale where she was an assistant professor to have her first child. She never went back to Yale, but she didn't leave academia, exactly.
When her child grew to the “why” stage - why is the sky blue?, why does rain fall? - Dr. Heidi started to develop curricula, along with science and early childhood educators, to explain why. Dr. Heidi then invited neighborhood kids to join in experiments. A hit in the 'hood, Dr. Heidi decided offer classes at New Haven's Jewish Community Center.
At this point, she needed to advertise and market Little Scientists, so she enlisted Donna Goodman-Lee, a graphics artist, marketing expert and founder of Laser Graphics in New Haven, whom she met at the ripe age of three.
Goodman-Lee helped launch Little Scientists from the beginning and this January formed a partnership with Dworkin. They joined forces just in time: Since January the number of classes offered has grown from one to 35. This fall they will offer 75-100 classes throughout in Connecticut. Little Scientists charges $77 for each eight-week session of 45-minute classes.
Classes are taught by Dr. Heidi or one of the teachers she has trained in a teaching method that complements Little Scientists' curricula. Teachers are key to Little Scientists' success in the classroom, and Goodman-Lee and Dr. Heidi hand-pick them according to the following qualifications in order of importance: ability to work well with young children; teaching certificate; and science background.
A science background takes a back seat to working well with children because the curriculum is pretty much child-proof - easy to grasp and fun - so educator should be able to grasp it, too. Further, as Dr. Heidi explains: “Little Scientists is not so much about science. It's about learning, learning through science. It's more important to have fun and open their minds than it is to learn conceptual facts.”
At the same time, Little Scientists' philosophy does emphasize the importance of science and technology with a “high-tech future awaiting us,” according to a company brochure. “Understanding and ability in science and technology for all students will enhance their ability to hold meaningful and productive jobs in the future.” For this reason, it is Little Scientists' goal to offer classes in public schools as enrichment classes (since only school boards can dictate curricula). Right now Little Scientists' classes are offered in recreation departments, YMCAs, toy stores and nurseries and Stratford public schools.
To reach kids across the country, Little Scientists last month sought and obtained approval to sell franchises in 26 states. They won't be able to franchise in Connecticut until October due to more stringent criteria.
The franchise corporation is in New Jersey, where the pair's franchise lawyer practices. He recommended that they franchise Little Scientists by territory so that franchises wouldn't compete with each other on every corner.
Initial franchises will cost $15,000 and, they hope, rise in time to $25,000. The company estimates that a franchise can realize up to $150,000 in profit if it offers 75 classes per week over a 40-week year.
Aside from franchising, Little Scientists wants to offer classes in disadvantaged areas or inner-city schools where kids often don't get much exposure to computers and science. Camp Courant, established and run by the Hartford Courant for inner city kids, contracted Little Scientists to teach several classes this summer. This experience deepened Goodman-Lee's and Dworkin's conviction that reaching inner-city kids is a must.
After all, reaching the children is really Little Scientists' specialty. At a graduation ceremony last month for a class on the “Wonders of Volcanos,” one enthusiastic little boy suggested the class take the celebration a step further. Let's take a trip!” he beamed. To where? “Florida - or Egypt!”
Kids.
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