Across the United States, businesses that serve children and families are facing an unusual combination of challenges. From post-pandemic labor instability to the loss of federal support systems, the children’s services and retail sectors are recovering slowly and unevenly. Small and midsize businesses, which form the backbone of local economies, have been especially hard hit as they struggle to maintain staffing, absorb inflation, and meet shifting consumer expectations in a market that is both emotionally sensitive and commercially competitive.
These challenges are not isolated. A workforce contraction of more than 30 percent during the pandemic has left childcare providers, retail operators, and service-based enterprises competing for scarce workers in a labor market defined by high turnover. Many of these jobs are held by women earning below-market wages in roles that are vital to family stability and community well-being. As wage pressure and burnout drive more workers out of the field, the sector’s ability to sustain itself—and to support the broader economy—has come under threat.
In response, Bonaldo Business Consulting LLC is preparing to begin operations with a focus on strengthening enterprises that provide products and services for children. Headquartered in Austin, Texas, the company plans to assist businesses across the country in identifying inefficiencies, refining their market positioning, and stabilizing operations amid ongoing disruption. Unlike traditional consultancies that spread across industries, Bonaldo’s mission is narrow by design: to help rebuild a sector often overlooked in broader economic strategy discussions.
The firm is led by Maycon Johnny Bonaldo, a Brazilian executive with extensive experience in children’s retail and business operations. As administrative and financial director for a leading brand in Brazil for more than a decade, Bonaldo developed a comprehensive approach that combines operational analytics with insight into family-centered consumer behavior. His background spans logistics, inventory management, e-commerce, and retail design, all of which now inform his consulting strategy for the U.S. market.
“I have seen how much untapped potential exists in this sector, especially among small businesses doing meaningful work in their communities,” Bonaldo said. “But they are operating with limited resources and facing rapid change. Many are at risk of falling behind.”
Rather than rely on generic models, Bonaldo intends to tailor consulting programs to account for labor trends, regional market variations, and the regulatory requirements that affect family-oriented enterprises. His methodology will emphasize long-term resilience, guiding clients to address structural challenges such as turnover, shifting customer behavior, and the rising demand for more experiential retail environments.
A central concern is the shrinking pool of qualified workers. Demand for childcare employees now exceeds pre-pandemic levels by more than 50 percent, yet financial constraints make it difficult for many providers to increase wages or benefits. This mismatch has forced some businesses to cut hours or operate below capacity, reducing both revenue and public trust. Bonaldo plans to help clients link workforce planning with operational efficiency through flexible scheduling, cross-training, and compensation structures that improve retention.
The company will also address the consumer side of the equation. As families navigate inflation and rising living costs, their purchasing choices are increasingly guided by trust, brand values, and overall experience rather than price alone. Bonaldo’s expertise in designing retail spaces and service interactions that engage both children and caregivers will shape his work with clients to build loyalty and distinguish themselves in competitive markets.
His decision to establish the firm in the United States is rooted in both professional insight and personal conviction. Having grown up in a country where family-owned businesses dominate the economy, Bonaldo saw firsthand how small enterprises can transform communities when properly supported. His goal is to adapt that model to the U.S. context, where small business vitality remains essential to national recovery and long-term growth.
“When a business that serves children succeeds, it supports not only families but entire communities,” Bonaldo said. “We need better infrastructure to make that success possible, and I want to help build it.”
Bonaldo also sees an opportunity for improvement in how the sector responds to environmental, social, and regulatory expectations. Businesses serving children face increased scrutiny over product safety, sustainability, and accessibility, yet many lack the resources to meet these demands. By helping clients adopt transparent, responsible practices that align with evolving consumer values and policy goals, Bonaldo hopes to promote both resilience and accountability.
As the company prepares for launch, it enters a market with strong potential for renewal. Analysts forecast that the U.S. children’s enrichment industry will surpass 100 billion dollars by 2033, signaling room for innovation and growth. The question is whether the small and midsize enterprises at the heart of this sector will have the guidance and structure needed to scale sustainably. Bonaldo Business Consulting intends to be part of that answer, strengthening the businesses that serve families and shaping the foundation for a more stable and inclusive market.
