iPhone Calendar - Pickup Alerts

iPhone Calendar - Pickup Alert capability needed

Problem:

I know how to set up an alter in iPhone Calendar before an event which helps me drop off the kids, but how can I easily set up a reminder to pick them up before the event ends? Currently iPhone Calendar does not allow for alerts after the event starts. I do not want to set up separate pickup reminders. In a business setting it might also be nice for some folks to know when the meeting should end, so an end meeting alert may be helpful as well. 😉

Current Solution:

I currently use my timer, but I would like to do this in Calendar in the same event entry. Example: A third alert 15 minutes before event ends. Also, it would also be nice to find a solution for pick-ups that assign the pick-up and drop off duties between my wife and I in such alert.

Other Advice?

Is there an app for this other than calendar? How do I forward this suggestion to Apple product development so that they can add this feature?