The Evolving Entrepreneur: From Singapore Airlines to Bay Area After-School Programs

Imagine trading the skies for schoolyards, the hum of jet engines for the excited chatter of children. Claudine Ng’s journey into the world of after-school enrichment programs was far from a planned trajectory. Growing up in Singapore, her academic path led her to Australia, where she pursued organizational psychology as a Singapore Airlines scholar. This prestigious scholarship came with a commitment: graduate, return to Singapore, and serve the airline. And so she did, fulfilling her bond and soaring in the corporate world.

But life, as it often does, had other destinations in mind. While in Australia, Claudine met her husband, a Dane whose roots lay in Copenhagen. Their relationship blossomed across continents, leading to a series of international moves—Singapore, Geneva, London, Milwaukee—before finally landing in California. Settling in the Bay Area with young children, Claudine found herself in familiar territory for many working parents: juggling pickups and overlapping schedules. "I was driving them up and down from activity to activity," she recalls. It was during these dizzying days that a lightbulb moment struck: "My business partner at that time and I thought, there should be a service on site for children. A service where children could transition from class to enrichment without the parental pickup scramble.” It seemed so obvious. This simple yet powerful observation marked the beginning of her entrepreneurial adventure, proving that sometimes the most impactful business ideas are born from personal experience.

Launching Electivity: Filling a Gap and Building Through Community

From that initial spark of an idea, Electivity was born. Claudine, along with two co-founders, launched Electivity to bridge the gap between the end of the school day and after-school activities. The response was immediate. "We had a client right off the bat," Claudine shares, highlighting the clear unmet need in the market. This early success validated their vision of providing on-site programs that would alleviate the logistical burdens for parents.

The team leaned into community relationships, skipping mass advertising in favor of the oldest growth strategy in the book: word of mouth. “No mass marketing. No ads,” Claudine explains. “Just parents and principals referring us to others.” That kind of organic growth doesn’t happen by accident—it’s built on trust, quality, and shared experience.

Even the name, Electivity, was intentional—a fusion of “elective” and “activity,” reflecting the diverse choices kids could explore in everything from coding to cooking. Their first client, a school in Mill Valley, became the cornerstone of what would grow into a vibrant network across the Bay Area.

The Electivity Model: Empowering Schools and Local Talent

Electivity’s model is refreshingly nimble. Instead of staffing a massive team, they collaborate with small local businesses and passionate individuals—carpenters, circus artists, software engineers, bakers, and more. “We’ve worked with so many incredible people who have industry experience and a heart for teaching kids,” Claudine says. “They bring their real-world skills to the classroom.”

And Electivity makes it easy for everyone involved. They handle the boring but essential backend logistics—marketing, registration, scheduling, communication, payments—so instructors can focus on what they love: teaching.

"We want schools to free up their time and resources to focus on the children and the way they run the school, and we want providers to focus on creating amazing curricula and honing their teaching skills," Claudine adds. It’s a model that doesn’t just scale a business; it lifts a community. This innovative practice not only ensures program sustainability but also fosters a thriving community of educators and learners.

Navigating the Educational Landscape: Public vs. Private and Ensuring Safety

Working with over 40 schools and recreation centers across the Bay Area, Electivity has learned to adapt to different systems and red tape. “Districts often require more paperwork and approvals,” Claudine explains. “But the desire for good programs is the same everywhere.”

One consistent challenge? Background checks. “If I do a fingerprint scan for a public school, it doesn’t carry over to a private one. I have to pay and repeat the process,” she says. Still, Electivity never compromises on safety. They ensure every instructor meets district and school standards.

The classes themselves are as joyful as they are diverse: from cooking to circus arts to STEM and STEAM projects, with options for kids in kindergarten through eighth grade. The mission? Enrich learning while bringing a little magic to the after-school hour.

The Multi-Hatted Life of an Entrepreneur: Entrepreneur, Mom, CEO, Snack Manager

Running Electivity means juggling roles with a sense of humor and resilience. "Yeah, I wear a lot of hats," Claudine laughs. "I’m logistics, I’m marketing, I’m the one on customer service calls. Sometimes I’m even the snack lady." This candid acknowledgment resonates with many entrepreneurs who understand the constant juggling act.

Claudine's approach has always been deeply rooted in empathy. She started the business with her own kids in mind. "I always think first as a parent: what would I want my child to walk away with? Then I think like a small business owner. What makes sense?"

This dual perspective proved invaluable, particularly during challenging times like the COVID-19 pandemic. When schools shut down, Electivity pivoted swiftly, offering free online programs to the community. "We offered free programs online for anyone and everyone to join because we know that at that time, parents also needed a resource."

They also refunded families for canceled in-person classes. "We just thought, let’s be human about this. Parents are stressed. Let’s do the right thing." This commitment to doing the right thing, even when it meant financial sacrifice, speaks volumes about Electivity's values.

Furthermore, their customer-centric proactive approach to addressing concerns—is to listen—really listen. "If we get negative feedback, we pick up the phone. We talk. And usually, by the end of that call, we’ve made a stronger connection.”

Heart First, Always

For Claudine, the true reward of Electivity extends far beyond the financial. "It's definitely the children," she says beaming. "When they leave class happy, it just warms your heart." These moments of connection, like when children recognize her as "the boss of Electivity," underscore the positive impact her business has on young lives.

Looking ahead, Electivity is navigating a new chapter. Claudine recently acquired full ownership of the company. It’s a new chapter—a little daunting but a lot more exciting. Revenue has doubled, thanks to process automation and streamlining. "I don’t have a rigid long-term strategy,” she admits. "I believe in being nimble and responding to the needs of our community. Especially with the current landscape, I'm just kind of choosing to see where this will lead us.” This flexible approach, grounded in a deep understanding of the community's needs, has served Electivity well over the past decade and will likely continue to guide its path forward.

Beyond Electivity: Empowering Other Women in Business

Claudine's commitment to community extends beyond Electivity's programs. She served as the president of the San Francisco Bay Area chapter of the National Association of Women Business Owners (NAWBO), where she championed women and minority entrepreneurs. "What I brought to the table was the perspective of a small, minority-owned business,” she says. “That voice matters.” Through NAWBO, she helped amplify voices like hers—real, hardworking, resourceful.

Claudine's journey is a powerful example of how one person's vision, fueled by a genuine desire to make a difference, can create a thriving business that enriches the lives of many while also contributing to the broader entrepreneurial ecosystem. Her story is proof that some of the best business ideas start with lived experience, a little chaos, and a whole lot of heart.