A TV producer's new PA service to help busy mums-to-be plan for the new arrival needs your vote to win a £1m business competition.
Erin O'Toole, of Brentford, came up with the idea after struggling to balance the demands of her own job at ITV News with preparations for the birth of her first child.
The 33-year-old mother-of-two has teamed up with ITV News PA Nicola Dunne to launch Petit P.A, providing online pregnancy advisors to help expectant mothers with tasks from choosing the best pram to finding local antenatal classes.
The fledgling firm is in the running in the start-up category of Virgin boss Richard Branson's Pitch to Rich competition.
It needs to secure enough public votes by Wednesday (May 5), to put it through to the next round and one step closer to a share of the £1m of prizes to be shared between the winners.
"When I was pregnant with my first child, Darcey, now three, I was working full time and was too busy to spend hours online researching the best baby products," said Mrs O'Toole, who also has a six-month-old son called Zac.
"I ended up buying the wrong pram, the wrong car seat and only found out five bottles in which was the right one for me. I could really have done with a PA telling me what I needed.
"I want to use the experience from my mistakes to revolutionise the way thousands of women experience pregnancy and go on to change the way we balance work and family life from now on."
Petit P.A will offer tailored online support to help clients research the right baby equipment for their needs and manage their diaries, among other services.
In time, Mrs O'Toole says she hopes to recruit a team of advisors with experience of being a working mum.
The company, which is preparing to go live shortly with its website, will also produce printed diaries as a memento of babies' first years, based on parents' submissions.
Asked whether the service takes away some of the joy of preparing for the birth, Mrs O'Toole says expectant mums can choose to be as involved as they want.
"If they want us to organise it all we will but if they want us to work with them to make the most of their pregnancy we'll be there for them too," she said.
"The more prepared and supported you are during pregnancy the less chaotic and stressful the experience is."
You can vote for Petit P.A in Pitch to Rich at http://www.virginmediabusiness.co.uk/pitch-to-rich/start-up/petit-pa/. For updates on the company, email firstname.lastname@example.org.