Scaling Little Angels with Debbie Wylie

The Challenge

When I first met Debbie Wylie, CEO of Little Angels, she was preparing to take her childcare company through significant expansion. Debbie had ambition, but she wanted the structure and strategy to make scaling intentional and sustainable. As she put it:

“I was really keen that for the next stage, we were able to have a more structured approach to expansion. And it was intentional expansion.”

Recruitment was another challenge. Like many in the sector, Little Angels needed a more robust process to align candidates with their high standards, while also navigating the added dynamic of Debbie’s daughter joining the business.

The Approach

Together, we built a clear growth framework. I helped Debbie and her team refine their sequencing of strategies, strengthen their recruitment process, and create a shared language for leadership—using simple, visual models that cut through complexity. This gave her team confidence, clarity, and a stronger foundation for growth.

The Results

The outcomes have been remarkable. In just 12 months, Little Angels increased sales by 25% and more than doubled net profit margins from 5% to around 10–12%. Two new sites are opening this year, with three more acquisitions in progress. The business is now on track to more than double its childcare places, from 300 to 700–800, within five years.

The Impact

Debbie has embraced challenge at every step. She told me:

“Ian takes me out of my comfort zone in a safe place, and I’m able to share the difficulties that crop up with scaling our business honestly. His questioning is very on point with what I need at the time.”

For me, this case study shows what’s possible when strong leadership meets the right strategies—growth, confidence, and the courage to scale with purpose.