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Small step child care - Business Plan

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This is my business plan.
Small Step Child Care is a child care that help parents who are busy that doesn't have enough time to take care their child.

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Small step child care - Business Plan

  1. 1. Business Plan For assignment purpose Made by: Micha Paramitha
  2. 2. Executive Summary Small Step Child Care® is a full-service child care/development facility that cares for toodlers from age three to five. The Small Step Child Care® will be concentrating on the upper eng of the market: double-income professinal parents. These personally ambitious parents are typically eager in terms of their children’s development and will be willing to pay to have their children attend the best facilities. Through specialized training of the staff and innovative learning systems, The Small Step Child Care® is cutting edge in terms of child development. This curriculum, coupled with a custom designed facility and a low teacher:student ratio ensures a top shelf service for the children and the parents. Unlike our competitors, we offer advanced after-school tutoring, and activities such as arts, crafts, and learning english all in one location. The Customer Small Step Child Care® will be concentrating on two different target customer segments. The first full-time working couples. This group is forecasted to account for 80% of Small Step Child Care®. The second group of customers are drop in, customers who use Small Step Child Care® sporadically, when ever the need arises. Small Step Child Care® is an exiciting opportunity that provides safe and secure child care to the Bekasi neighborhood. Small Step Child Care® will reach sustainable profitability over the next four years, with Rp317.465.000 in sales by year four. Through a combination of well-price service and a well seasoned management team, Small Step Child Care® will quickly gain market share and reputation as a premier child care provider.
  3. 3. 1.1 Objectives  To develop a sustainable, profitable, start-up business  To create a service based operation whose primary goal is to exceed customer's expectations. 1.2 Mission Small Step Child Care® mission is to provide top level child care and to offer safe and secure child care at all times. Close personal attention to each child is essential to providing a quality experience for all children; therefore, adequate personnel will be hired to ensure each child has the proper supervision will in our care. 1.3 Key to Succes  Marketing  Service Quality / Quality Care: care giving and educational programs provided by degreed and certified educators, child care workers, tutors and subject matter industry professionals in a technologically advanced first-class collegiate environment  Reputation : maintaining a highly regarded reputation for excellence in care giving, education and community involvement and being the employer of choice in our market for child care and educational talent.  Competitive Pricing  Flexible Hours
  4. 4. Company Summary Small Step Child Care® will offer child care services for kids between the ages of three and five. Small Step Child Care® will offer services from 9 a.m to 5 p.m. The children will be exposed to a wide range of activities including arts, crafts, cooking, socialization, general learning, and group activities. Small Step Child Care® will be priced out some people budgets but will offer well trained staff and a low student to teacher ratio. 2.1 CompanyOwnership Small Step Child Care® will start out as a simple proprierotship, owned by its founder. As the operation grows, the owners will consider re-registering as limited liabilty company or as a corporation, whichever will better suit the future business needs. 2.2 Start-up Summary Start-upRecuirement Start-up Expense Legalization Rp 10.000.000 Computer Rp 3.000.000 Motorcycle Rp 4.000.000 CCTV Rp 3.000.000 AC Rp 22.000.000 Kitchenequipment Rp 9.590.000 Toys Rp 30.000.000 Table and Chair Rp 5.000.000 Books Rp 5.000.000 Book Shelves Rp 1.275.000 Musical Instrument Rp 67.600.000 Laptop + projector Rp 7.000.000 House Decoration Rp 20.000.000 Wardrobe for small toys Rp 5.000.000 Carpet for kids Rp 2.100.000 CleaningSupplies Rp 1.500.000 Nap Time Bedding Rp 2.500.000 Total Start-up Expense Rp 198.565.000
  5. 5. Services Small Step Child Care® offers upscale child care services for kids ages 3 years to 5 years. Normal operating hours will be 9 a.m to 5 p.m, Monday through Friday - with observance of all major legal holidays. Early drop-off service will be offered as needed. Small Step Child Care® exists to provide Premier child care services that are aimed at enhancing traditional day care methodologies and integrating extracurricular interests (such as art, crafts, music, theate and sports) into one comprehensive program. Our general and “continuing” education program help tutor the kindergarten kids through “main school” homework assignment and provide a base of understandin and interaction to ensure in future educational endeavors. 3.1 Service Description Small Step Child Care® will offer three basic services in the Grand Galaxy City community:  Full-time Child Care  After School Care  Drop-in care Prior to opening, the Small Step Child Care® have three months of enrollment. Based on themarket reaction, these services may be altered to meet the needs of the community. 3.2 Learning Center Small Step Child Care® is not only taking care of the kids but also giving them knowledge. Such as drawing, music, english lesson, and also singing. Small Step Child Care® not only prepares children to become sociable child but prepare to be a child who is ready to face the day ahead.
  6. 6. To develop our children social attitude, Small Step Child Care® also implement group activities conducted both inside and outside. Group activities such as drama, the race between 'students' child care. Small Step Child Care® also give an opportunity for the kids to do their homework from their ‘main school’ and to obtain help. 3.3 Security System For the safety of the children, 'Small Step Child Care' provides a very tight security system. Small Step Child Care provides two security guards. We do not use any security, we use a security guard who already has a certificate or who already have a guarantee from the distributors. In addition we also provide four security CCTV installed at important places such as front door,clasroom hallway, classroom, main hall and courtyard. 3.4 Nutritionist For food in a 'Small Step Child Care', we do not use food from outside as catering, we provide a helper who will serve in the cooking and nutrition expert is in charge for calculating adequate nutrient food for children 3 years to 5 years.
  7. 7. Marketing Market Analysis Summary Small Step Child Care® offers services which are vitally important in today's fast paced, dual-income world. As an increasing number of families have become dependent on two incomes, the need for quality child care has skyrocketed. 4.1 Market Segmentation Small Step Child Care® has a focus on meeting the local community need for child care services within the 10-mile radius of Bekasi City. Students will be taken in flexibly on either a full-time or part-time basis. Full-Time Working Couples The Child Care will establish a significantly large, full-time, regular client base in order to establish the healthy, consistent revenue base which will ensure stability of the business. Customer and community relations are extremely important, as it is imperative to keep the parents pleased in order to keep their children in the child care. After School Care Another large segment of the child care's business will be in the after school care market. This client base will provide a higher profit for the child care since instructor- to-student ratios are higher, and the students require more educational services, which are the primary focus of the child care. By offering tutoring, and advanced studies in technology, theatre, arts and sciences, the college will attract these profitable business clients, producing significant supplemental revenues. 4.2 Target Market Segment Strategy The target market for Small Step Child Care® is full-time working couples. Referral marketing, direct-mail campaigns and community activity days will be the primary types of marketing strategies utilized. Maintaining and enhancing its reputation with
  8. 8. families and in the community will be crucial in obtaining the planned market share growth of this target market. 4.3 Location & Market Growth According to Census 2010 data, the population growth rate for Bekasi is approximately 3,48% per year, which is reflected in the market analysis summary. However, the Grand Galaxy City area of Bekasi is experiencing a residential construction boom. This is area of “New Golden Triangle” growth center of industrial, offices, and commercial houses. This suggests that more families continue to move into the Grand Galaxy City area, thus becoming potential customers. In our market analysis, we suggest a modest 6% yearly growth in the number of potential customers. 4.4 Market Needs With inflation continuing to rise each year, the typical Indonesian family now requires dual or supplemental incomes. This trend has created a need for quality child care services. We do not see this model changing in the foreseeable future. In fact, based on the growth in the Bekasi area, specifically West Bekasi, we expect the need to increase.
  9. 9. 4.5 Market Trends Currently there are more family caregivers than licensed child care facilities nationwide. However, this business model can't keep up with the needs of the growing child care industry. In the family care giver paradigm, space is limited and quality of care is questionable - in many cases viewed as only slightly higher quality than babysitter services. 4.6 Service Business Analysis Small Step Child Care® is in the child care services industry, which includes several models: 1. Licensed Child Care Facilities: Business facilities that offer child daycare services. 2. Family Child Care Homes: Individuals that offer child daycare services in their homes. 3. Specific Interest Based Programs: Businesses that offer specialized instruction such as gymnastics, martial arts and athletics. 4. Church/Mosque Child Care Facilities: Religious organizations that offer child daycare services in their communities. 4.7 Competition and Buying Patterns Price, service, certification and reputation are critical success factors in the child care services industry. Small Step Child Care® will compete well in our market by offering competitive prices, high-quality child care services, and leading-edge educational programs with certified, college-educated instructors, and by maintaining an excellent reputation with parents and the community in which we serve. 4.8 Main Competitor 1. Family Child Care Homes:  Strengths: Established in market. "Personal" service.
  10. 10.  Weaknesses: Capacity - only allowed a certain number of children. Non-professional stigma. 2. Mosque/Church Day Care:  Strengths:. Already established in market.  Weaknesses: May not appeal to customers of different religious beliefs. Unlicensed facility. Non-accredited. 4.8 Strategy and Implementation Summary Small Step Child Care® will focus on two subdivisions: 'Grand Galaxy City' and 'The Villages of West Bekasi' which are new upscale community developments within a 2 square mile radius and boast over 900 new homes. The target customers are dual income, middle-class families who value the quality of education and child care provided for their children ages 3-5 years. 4.9 Marketing Strategy Marketing in the child care industry depends largely on reputation and referral. At Small Step Child Care® that reputation will start within our community bolstered by our involved commitment to those we serve. 4.9.1Promotion Strategy We will depend on client referrals, community exposure and direct mail campaigns as our main way to reach new clients. As we change strategies, however, we need to change the way we promote ourselves: 1. Advertising We'll be developing our core positioning message: "Play, Learn, and Grow together" to differentiate our service from the competition. We will be using brochure, poster, and direct mailto launch the initial campaign. 2. Sales Brochure
  11. 11. Our theme and curriculum will help sell the child care to prospective clients. 3. Direct Mail We will send quarterly direct mail campaigns to the housing developments in a 10-mile radius of the child care. 4.9.2Marketing Programs We will develop and maintain partnerships with local businesses that cater to the needs of children. 4.9.3Positioning Statement For families who value the importance of higher education and quality child care services, Small Step Child Care® offers a great alternative to traditional child care services and specific interest based programs. 4.9.4Pricing Strategy Small Step Child Care® must charge appropriately for the high-end, high-quality educational and care giving services we offer. Our revenue structure has to support our cost structure, so the salaries we pay to assure quality services must be balanced by the revenue we charge. We will be price competitive in the market we serve; however, we will not subscribe to the "low price leader" concept. The quality of our service will support the prices we charge. 4.9.5Sales Strategy Small Step Child Care® will sell its services and offerings. We will be a one-stop shop for child care services, advanced learning and specialized program offerings. We will also be active in the community, building a solid reputation with parents and the community.
  12. 12. 4.9.5Strategic Alliances As mentioned previously, Small Step Child Care® will form professional alliances with Impact Fitness to offer Drop-In child care services while parents work out. We will also partner with Kindergarden to provide referrals of their existing customers. A discounted rate will be offered in both cases.
  13. 13. Financial Plan The Small Step Child Care® economy conditions will tend to rise. Small Step Child Care® is a propriertorship that will start to gain profit in the third year and will have average profit from the end of the fourth year. Small Step Child Care® has a low enough price that Rp2.20.000 for children full- time child care, after school Rp1.500.000 for child care, and Rp60.000/jam for child drop-in. In the first year we get 240 customers or equal to 20 children per month. Which consists of 8 full-time child care children, 3 children after school child care and 9 child drop-in 4 child care. In the first year we get about Rp412.800.000 revenue. In the second year we assume we get 300 customers or equal to 25 children per month. Which consisted of 10 children full time child care, 11 children after school child care and child drop-in 4 child care. In the second year we get around Rp481.200.000. In the third year we assume we get 420 customers or equal to 35 children per month. Which consists of 20 full-time child care children, 8 children after school child care and 7 drop-in child care child. In the third year we get around Rp853.200.000. For the fourth year, 'Small Step Child Care' assume get 800 customers or equal to 40 children per month. Consisting of 28 children full time child care, after school care 8 children and 4 children drop-in. In the fourth year we get revenue Rp1.017.600.000.
  14. 14. The following sections will outline the important financial details. 1.1 Income Statement Year 1 2 3 4 Revenue Full Time 250.800.000 319.200.000 680.400.000 844.800.000 Drop-in 162.000.000 162.000.000 172.800.000 172.800.000 Expense Staff : Security (2) 18.000.000 24.000.000 26.000.000 27.000.000 Maid (2) 12.000.000 16.800.000 20.000.000 22.000.000 Care Staff (5) 27.000.000 27.000.000 27.000.000 27.000.000 Marketing (2) 48.000.000 48.000.000 60.000.000 84.000.000 Nutritionist 21.600.000 21.600.000 21.600.000 21.600.000 Teachers : Drawing (5) 60.000.000 60.000.000 60.000.000 60.000.000 English (5) 60.000.000 60.000.000 60.000.000 60.000.000 Singing (3) 43.200.000 43.200.000 43.200.000 43.200.000 Music (2) 36.000.000 36.000.000 36.000.000 36.000.000 Rent House 90.000.000 90.000.000 90.000.000 90.000.000 Expensess : Electricity 9.000.000 9.000.000 10.800.000 14.400.000 Water 6.000.000 6.000.000 8.400.000 12.000.000 Food Expense 5.500.000 5.500.000 8.600.000 9.400.000 Activity Expense 21.000.000 21.000.000 28.800.000 36.000.000 Motorcycle Expense - 500.000 500.000 500.000 Medicine 1.000.000 1.000.000 1.000.000 1.000.000 Advertising : Broschures 900.000 900.000 900.000 900.000 School to school 1.000.000 1.000.000 1.000.000 1.000.000 Poster 600.000 600.000 600.000 600.000 Total Expense 348.400.000 472.100.000 504.400.000 546.600.000 Startup Expense 198.565.000 - - -
  15. 15. Loss/Profit (134.165.000) 9.100.000 348.800.000 471.000.000 (134.165.000) (125.065.000) 223.735.000 247.265.000 Loss Loss Profit, BEP Profit Service Price Full Time Child Care Rp 1.900.000 After School Child Care Rp 1.000.000 Drop-in Rp 50.000/hour
  16. 16. 1.2 Profit Yearly Our projected profit and loss is shown on the following table, with sales increasing from the first year to the fourth year. In years three and four, we are projecting full enrollment regarding cost of sales. The investment return in these years supports the goal of opening another campus at the end of the second year and begin the franchise offering by the end of the fourth year. Profit from the additional campuses and income from franchising are not included in this business plan. (200,000,000) (100,000,000) - 100,000,000 200,000,000 300,000,000 400,000,000 500,000,000 600,000,000 700,000,000 800,000,000 1 2 3 4 Year Profit/loss profit/loss
  17. 17. (134,165,000) (125,065,000) 223,735,000 694,735,000 (200,000,000) (100,000,000) - 100,000,000 200,000,000 300,000,000 400,000,000 500,000,000 600,000,000 700,000,000 800,000,000 1 2 3 4 Year 1.3 Break Even Analysis
  18. 18. Human Resources Development Human Resource Development is the integrated use of training, organization, and career development efforts to improve individual, group and organizational effectiveness. HRD develops the key competencies that enable individuals in organizations to perform current and future jobs through planned learning activities. Groups within organizations use HRD to initiate and manage change. Also, HRD ensures a match between individual and organizational needs. 5.1Duty of the Human Resource 1. Hiring Employee Hiring is a process where the Human Resources development finding new employess that suit with the need of Human Resources and Small Step Child Care®. These are some characteristic of the employee For the teacher, Small Step Child Care® Human Resource would to find for a teacher who  has the ability to communicate with children,  have patience,  have a high knowledge,  and has the ability to solve problems in the child. For the employee, Small Step Child Care® Human Resource would to find  Human Resources : have a good interpersonal skill know how to motivate others employee know how to distribute the employee’s job
  19. 19.  Marketing: have a good interpersonal skill know how to introduce to customer about our child care know how to develop the market  Finance: know how to control the expense know how to operate microsoft excel have to be a careful, honest, and clever person For the guard and maid we use security guards and helpers who have insurance or who already has a certificate. 2. Motivating the Employee To maintain the quality Small Step Child Care ®, Human Resource Small Step Child Care ® tasked to motivate employees to work as much as possible and do all the tasks wholeheartedly in order to keep the good name Small Step Child Care ®. 3. Supervise the activity of the Employee
  20. 20. 5.2 Organizational Structure 1. The President Small Step Child Care is the founder that is Mr./Mrs. X 2. Director of Marketing Small Step Child Care® is Raden Surya Kencana that is in charge to introduce Small Step Child Care® to the people. 3. Director of Finance Small Step Child Care® is Micha Paramitha that is in charge to maintain the finance of Small Step Child Care®. 4. Operational Manager Small Step Child Care® is Muh.Fariz Pratama that is in charge to monitor the activities in Small Step Child Care ® and as a means to place either accommodate suggestions from employees and from the child's parents. 5. Director of Human Resource Small Step Child Care® is Siyan Chen that is in charge to hire new employee, to motivate the employee. President Small Step Child Care Mr./Mrs. X Director of Marketing Raden Surya Kencana Director of Finance Micha Paramitha Operational Manager M.Fariz Pratama Director of Human Resource Siyan Chen

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