Winnebago County lost 676 licensed child care slots from 2015-2024, according to the Annie E. Casey Foundation’s Kids Count Data Center. This has led to a growing countywide crisis.
“The shortage of child care in Winnebago County is reaching a critical point, affecting both families and local businesses,” says Tanya Marcoe, executive director of the community action nonprofit ADVOCAP.
ADVOCAP examined the root causes of the shortage, ranging from workforce attrition to regulatory hurdles and lack of startup support for new providers. About three years ago, the idea of a child care incubator began to take shape.
Modeled after business incubators that support startups, the vision was to create a structured, supportive environment where aspiring in-home child care providers could receive the training, mentorship and resources they need to become licensed and successful.
Ground was broken in December for the ADVOCAP Childcare Incubator that, once complete, will help launch four to 12 child care businesses in the Oshkosh area over the next three years. It is designed to help address the child care shortage facing families and employers while also offering new opportunities for child care entrepreneurs.
“By creating a supportive environment for providers to launch and thrive, we are investing in families, the workforce and the long-term health of our community,” Marcoe says.
As ADVOCAP developed the idea, it engaged legislators, local businesses, investors and key organizations such as Oshkosh Area United Way, Greater Oshkosh Economic Development Corp., Childcare Resource and Referral, the city of Oshkosh, Oshkosh Area Community Foundation, Wisconsin Early Childhood Association and others.
The incubator idea found overwhelming support. Signature Homes, the project’s construction partner, is leading the development of the facility.
“Partnering with Tanya and ADVOCAP on this project has been an incredible opportunity to bring innovation to an issue that impacts so many families and small business owners,” says Glenn Elmer, broker/owner at Adashun Jones Real Estate & Signature Homes. “Being involved from the earliest stages — from site selection through design and build — has allowed our Signature Homes team to help shape something that truly strengthens our communities. This child care incubator opens doors for entrepreneurs who might not otherwise have the opportunity to build a business in child care, creating a model that’s both sustainable and scalable for the future.”
By offering shared space, startup support and on-site technical assistance, the incubator creates access to entrepreneurship for people who have historically been excluded from the child care market due to lack of capital, business training or affordable facilities.
The ADVOCAP Childcare Incubator will make child care delivery more equitable by removing the financial and logistical barriers that often prevent low‑income individuals from starting their own licensed child care businesses.
The incubator will also make child care more sustainable by changing the underlying economics of starting and running a child care business. The incubator provides affordable space that reduces overhead costs, allowing providers to operate at a profit without charging unaffordable tuition. Centralized support such as licensing assistance, curriculum planning and business coaching reduce burnout and improve long‑term stability.
The incubator is designed to be more responsive to families, with flexible hours and care during non-traditional work shifts — something many centers can’t offer.
It is also shaped by input from local families, stakeholders and potential providers to ensure the services offered align with community needs.
