Tina Francis owns two IDEA Lab Kids locations in Pickering and Whitby, Ontario, but her introduction to the STEAM education franchise began as a parent searching for educational opportunities for her oldest son. She was looking for an after-school program that offered more than a single subject or activity. What she found was a company that combined science, technology, engineering, arts and mathematics through hands-on learning, inspiring her to bring the model to her own community. Today, she ranks among IDEA Lab Kids' top-performing franchisees.
“I was concerned that once [my son] became school-aged, he would get bored,” Francis said. “I wanted to keep him engaged and focused. I looked around and really couldn't find anything that offered what I wanted. Then I came across IDEA Lab Kids. I remember telling my husband, 'Wouldn't it be so cool to build something like this here?' The moment I visited one of the locations and watched the kids rotate through different classrooms and activities, I knew this was something special.”
Before becoming a franchisee, Francis spent more than 20 years working in the mortgage industry. While education was a new field, she understood the financial challenges many families face and wanted to create a program that delivered value without putting it out of reach.
After opening in Pickering, Francis expanded into Whitby. Demand has stayed strong at both centers, with Pickering nearly selling out its camps and Whitby filling several sessions in 2026.
Francis' son became the first student enrolled at the Pickering center when it opened, giving her a unique perspective as both a franchise owner and a customer. That experience still shapes many of the decisions she makes, particularly as affordability has become a greater concern for families.
Before the 2026 enrollment season, Francis and her assistant director took a fresh look at how they priced their programs. They introduced early-bird registration discounts, added a sibling discount for the first time and lowered camp fees by asking families to pack lunches instead of providing hot meals, while continuing to offer snacks throughout the day.
"When you're a parent yourself, you understand what families are going through," Francis said. "With inflation, unemployment and everything happening over the past couple of years, I really wanted to give families a break."
The changes came directly from conversations Francis had with parents. Families had been asking about sibling discounts for years, and she also realized many children were bringing lunches from home or weren't eating the meals the center provided. Instead of keeping those savings, she reduced camp fees to make the programs more affordable. The strategy worked. By early summer, the Pickering location had multiple waiting lists for camp, and several sessions at the Whitby center had already sold out.
Francis also introduced a discounted STEAM Party Special featuring four to five of the center's most popular, cost-effective themes. The parties give families an affordable way to celebrate birthdays while introducing children who may be experiencing IDEA Lab Kids for the first time.
"Birthday parties have become one of our best marketing tools," Francis said. “Many of the students who enroll in our camps or after-school programs first came through a birthday party. It gives kids a chance to experience what we do in a fun, low-pressure environment, and parents get to see the value firsthand.”
Francis has also focused on becoming deeply involved in the communities her centers serve. While social media, mobile signage and an active Google Business Profile remain important marketing tools, she says the strongest source of new families comes through referrals and local partnerships.
Francis and her team regularly work with schools throughout the region by hosting STEAM nights, leading educational programs and supporting school fundraising efforts. Rather than simply sponsoring events financially, IDEA Lab Kids provides camp certificates and class vouchers that schools can auction or raffle to raise money for computers, classroom supplies and other educational needs.
"I look at it as a marketing initiative, but it's also a way to support our schools," Francis said. "The schools are grateful because they're able to raise money, and families who receive those certificates get the opportunity to experience our programs. It creates awareness while helping the community."
Francis and her team also attend community festivals and local events throughout the year, giving families a chance to meet the staff, learn about the programs and ask questions before enrolling.
Francis has also expanded her focus to better serve neurodiverse students, a mission shaped by her own family's experience. After her younger son was diagnosed with autism two years ago, she became increasingly involved with organizations that support children on the spectrum and began looking for ways IDEA Lab Kids could make a greater impact.
"We're looking at ways to create programs that better serve neurodivergent children because they deserve the same opportunities to learn, explore and build confidence,” Francis said.
Today, her centers support Autism Ontario initiatives, and she is working with a regional school board on a pilot after-school program designed specifically for neurodivergent students across several communities.
Francis believes much of her success comes from careful planning before opening a location. She encourages prospective franchisees to thoroughly understand their markets, evaluate existing competition and develop pricing that reflects both the needs of local families and the value of the programs they offer.
"You have to know your competitors and really do your research," Francis said. "If there's already a large STEAM provider in your area, you need to understand what makes your business different. Research is key, but you also have to understand what families can afford and build a plan around serving your community well."
That has helped transform two IDEA Lab Kids locations into thriving education centers. By combining thoughtful pricing, strong community partnerships and programs that reflect the needs of local families, Francis has built a business that continues to grow while helping more children discover a passion for learning.
ABOUT LYRICOS® LEARNING, LLC:
Lyricos® Learning, LLC is the home to IDEA Lab Kids and is also the creator of STEAM on Demand, a leading provider of streaming interactive content and tools for planning and leading standards-aligned, engaging, and fun TK-8 STEAM hands-on lessons.
ABOUT IDEA LAB® KIDS:
IDEA Lab® Kids was founded as a way for kids to explore their love of science, technology, engineering, art, and math subjects. The award-winning Houston-based education franchise system offers after-school classes, camps, birthday parties, open labs, and much more to children. The brand has positioned itself to be a leader in the growing STEAM education space with franchises in the U.S., Canada, and internationally. IDEA Lab Kids franchises are only offered or sold in states where they are registered or compliant with applicable franchise laws.
The franchise fee of $35,500 provides an assigned territory for establishing a location and for offering IDEA Lab On-the-GoSM. The startup costs for an IDEA Lab Kids franchise can range from $163,000 to $465,000. To learn more about franchising with IDEA Lab Kids, visit https://1851franchise.com/lyricoslearning/info.
ABOUT STEAM ON DEMAND®:
STEAM on Demand® is a technology platform that offers science, technology, engineering, arts and mathematics (STEAM) interactive lessons “on demand” which are designed to be used in a collaborative classroom setting or online. Hundreds of interactive video lessons have been developed as part of the platform’s core content. These kid-tested videos spotlight topics that align with national and state level curriculum standards across all STEAM subjects and guide teachers and students through hands-on projects. Also included is access to a variety of coding pathways for students of all levels. The platform provides all the content and tools needed to plan and conduct entire afterschool programs.
IDEA Lab Kids
SPONSORED
The franchise owner has become one of IDEA Lab Kids' top-performing franchisees by making STEAM education more accessible through affordable pricing and programs designed to meet families' needs.
Tina Francis owns two IDEA Lab Kids locations in Pickering and Whitby, Ontario, but her introduction to the STEAM education franchise began as a parent searching for educational opportunities for her oldest son. She was looking for an after-school program that offered more than a single subject or activity. What she found was a company that combined science, technology, engineering, arts and mathematics through hands-on learning, inspiring her to bring the model to her own community. Today, she ranks among IDEA Lab Kids' top-performing franchisees.
“I was concerned that once [my son] became school-aged, he would get bored,” Francis said. “I wanted to keep him engaged and focused. I looked around and really couldn't find anything that offered what I wanted. Then I came across IDEA Lab Kids. I remember telling my husband, 'Wouldn't it be so cool to build something like this here?' The moment I visited one of the locations and watched the kids rotate through different classrooms and activities, I knew this was something special.”
Before becoming a franchisee, Francis spent more than 20 years working in the mortgage industry. While education was a new field, she understood the financial challenges many families face and wanted to create a program that delivered value without putting it out of reach.
After opening in Pickering, Francis expanded into Whitby. Demand has stayed strong at both centers, with Pickering nearly selling out its camps and Whitby filling several sessions in 2026.
Francis' son became the first student enrolled at the Pickering center when it opened, giving her a unique perspective as both a franchise owner and a customer. That experience still shapes many of the decisions she makes, particularly as affordability has become a greater concern for families.
Before the 2026 enrollment season, Francis and her assistant director took a fresh look at how they priced their programs. They introduced early-bird registration discounts, added a sibling discount for the first time and lowered camp fees by asking families to pack lunches instead of providing hot meals, while continuing to offer snacks throughout the day.
"When you're a parent yourself, you understand what families are going through," Francis said. "With inflation, unemployment and everything happening over the past couple of years, I really wanted to give families a break."
The changes came directly from conversations Francis had with parents. Families had been asking about sibling discounts for years, and she also realized many children were bringing lunches from home or weren't eating the meals the center provided. Instead of keeping those savings, she reduced camp fees to make the programs more affordable. The strategy worked. By early summer, the Pickering location had multiple waiting lists for camp, and several sessions at the Whitby center had already sold out.
Francis also introduced a discounted STEAM Party Special featuring four to five of the center's most popular, cost-effective themes. The parties give families an affordable way to celebrate birthdays while introducing children who may be experiencing IDEA Lab Kids for the first time.
"Birthday parties have become one of our best marketing tools," Francis said. “Many of the students who enroll in our camps or after-school programs first came through a birthday party. It gives kids a chance to experience what we do in a fun, low-pressure environment, and parents get to see the value firsthand.”
Francis has also focused on becoming deeply involved in the communities her centers serve. While social media, mobile signage and an active Google Business Profile remain important marketing tools, she says the strongest source of new families comes through referrals and local partnerships.
Francis and her team regularly work with schools throughout the region by hosting STEAM nights, leading educational programs and supporting school fundraising efforts. Rather than simply sponsoring events financially, IDEA Lab Kids provides camp certificates and class vouchers that schools can auction or raffle to raise money for computers, classroom supplies and other educational needs.
"I look at it as a marketing initiative, but it's also a way to support our schools," Francis said. "The schools are grateful because they're able to raise money, and families who receive those certificates get the opportunity to experience our programs. It creates awareness while helping the community."
Francis and her team also attend community festivals and local events throughout the year, giving families a chance to meet the staff, learn about the programs and ask questions before enrolling.
Francis has also expanded her focus to better serve neurodiverse students, a mission shaped by her own family's experience. After her younger son was diagnosed with autism two years ago, she became increasingly involved with organizations that support children on the spectrum and began looking for ways IDEA Lab Kids could make a greater impact.
"We're looking at ways to create programs that better serve neurodivergent children because they deserve the same opportunities to learn, explore and build confidence,” Francis said.
Today, her centers support Autism Ontario initiatives, and she is working with a regional school board on a pilot after-school program designed specifically for neurodivergent students across several communities.
Francis believes much of her success comes from careful planning before opening a location. She encourages prospective franchisees to thoroughly understand their markets, evaluate existing competition and develop pricing that reflects both the needs of local families and the value of the programs they offer.
"You have to know your competitors and really do your research," Francis said. "If there's already a large STEAM provider in your area, you need to understand what makes your business different. Research is key, but you also have to understand what families can afford and build a plan around serving your community well."
That has helped transform two IDEA Lab Kids locations into thriving education centers. By combining thoughtful pricing, strong community partnerships and programs that reflect the needs of local families, Francis has built a business that continues to grow while helping more children discover a passion for learning.
ABOUT LYRICOS® LEARNING, LLC:
Lyricos® Learning, LLC is the home to IDEA Lab Kids and is also the creator of STEAM on Demand, a leading provider of streaming interactive content and tools for planning and leading standards-aligned, engaging, and fun TK-8 STEAM hands-on lessons.
ABOUT IDEA LAB® KIDS:
IDEA Lab® Kids was founded as a way for kids to explore their love of science, technology, engineering, art, and math subjects. The award-winning Houston-based education franchise system offers after-school classes, camps, birthday parties, open labs, and much more to children. The brand has positioned itself to be a leader in the growing STEAM education space with franchises in the U.S., Canada, and internationally. IDEA Lab Kids franchises are only offered or sold in states where they are registered or compliant with applicable franchise laws.
The franchise fee of $35,500 provides an assigned territory for establishing a location and for offering IDEA Lab On-the-GoSM. The startup costs for an IDEA Lab Kids franchise can range from $163,000 to $465,000. To learn more about franchising with IDEA Lab Kids, visit https://1851franchise.com/lyricoslearning/info.
ABOUT STEAM ON DEMAND®:
STEAM on Demand® is a technology platform that offers science, technology, engineering, arts and mathematics (STEAM) interactive lessons “on demand” which are designed to be used in a collaborative classroom setting or online. Hundreds of interactive video lessons have been developed as part of the platform’s core content. These kid-tested videos spotlight topics that align with national and state level curriculum standards across all STEAM subjects and guide teachers and students through hands-on projects. Also included is access to a variety of coding pathways for students of all levels. The platform provides all the content and tools needed to plan and conduct entire afterschool programs.
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