VUDESK

To be a "trend setter" in providing an affordable, quality child care, giving parents the opportunity to be self-supporting, contributing, and involved members of the community, while providing their children with developmentally-appropriate learning experiences in a safe, healthy, nurturing environment. The employees to be committed and as responsible as possible to the unmet needs of the families and children of community.

We seek to serve all people in need of its services regardless of religious affiliation, race, sex, age, creed, color, national origin, ancestry, handicap, sexual orientation, or marital status. We encourage self-esteem mutual respect and harmonious relationship among all the diverse elements of the human community.

SITUATION ANALYSIS

Population Projection:

160 million.

In the year 2000, the population in the 3-5 years age group was 8.61 million (4.40 million boys and 4.21 million girls).

This population reduced to 7.4 (male 3.8 : female 3.6) million in 2005.

Currently it is around 7.4 million.

This may reduce to 7.1 (male 3.7 : female 3.5) million in the year 2010; and then may remain almost constant till the year 2015.

Early Childhood Education in Pakistan

ECE Programmes in Formal Schools:

Early Childhood Education had been well organized and formalized till seventies. Karachi or pre-primary classes were organized in the formal primary schools. However, officially this practice was almost discontinued during eighties. Realizing the role and significance of earlychildhood education, especially for improving the learning achievement/ competencies, provision has been made in the current National Education Policy (1998-2010) to reintroduce Karachi/preprimary class as a formal class in primary schools, extending the primary education for six years - Karachi to grade V. Implementation of this policy provision has not started due to scarcity of resources. Pakistan's priority area is primary education (5-9 age group).

In Public sector:

In the public sector primary schools, especially in rural areas, children below 5 years of age do attend school informally, and learn basic concepts of literacy and numeracy. Available evidence indicates that of the total enrolment in pre-primary and primary classes, the share of enrolment in pre-primary classes ranges between 4.73% in Islamabad

Capital Territory and 30.11% in Federally Administered Tribal Areas (FATA).

Among the provinces, while Punjab, NWFP and Balochistan have high levels of pre-primary enrolments, the share of pre-primary enrolments in total (primary and pre primary) classes is relatively very low i.e., 7.29%, in Sindh. The proportion of female children in preprimary classes ranges between 22.19% in FATA and 45.59% in Punjab

(Table 4).

Table 4: Enrolment in Pre-Primary (Karachi/Unadmitted) Classes:

1999/2000

clip_image002

In Private sector:

In private sector schools pre-primary education is well organized, began essential part of primary education. However, due to their high fees, these private schools cater only to the needs of the relatively affluent urban class, excluding a large section of the society comprising poor families. Almost all such schools arrange pre-primary education in the form of Nursery, Pre-nursery or Kindergarten KG-I, KG-II classes.

In Pakistan, early childhood education suffers from a series of problems:

Lack of realization and awareness about the importance of the benefits of early childhood education.
Absence of well-defined policy, laws and rules for early childhood education.
Although pre-primary education has been recognized in the National Education Policy, but no formal measure has been undertaken to implement this policy provision at the school level, such as separate pre-primary classroom, separate teacher; separate facilities.

Financial allocation to ECE is negligible, especially in relation to the needs of the children.

Lack of coordination among the various government departments related to early childhood care and education and also among the different service providers such as managements of public schools; private schools; NGOs; and other related community-based organizations.
Provinces, district communities and schools lack the capacity to plan, implement and monitor ECE programmers.

STATEMENT OF PURPOSE

clip_image004

Our mission is to create a warm nurturing, educational environment that stimulates your child's desire to learn, where pre-school children can feel safe and cared for while learning.

Our goal is to give working mother's peace of mind when having to leave their children... placing them in ‘Loving Hands’.

Our promise is to diligently attend to the needs of your child.

BASIC BUSINESS DEFINITION

Whether children are marvelous at math or adore dinosaurs, we empower them to learn through their own curiosity & sense of wonder.

Our Approach

Nurturing children in heart, mind and body

Our teaching approach is based upon the unique nature of each child's learning and development. In order to nurture children and encourage them to reach their potential and develop their talents it is necessary to give each child an individual educational path to follow. This requires continuity throughout these formative years. With our low teacher/child ratio and with our committed staff we are able to put these requirements into practice. Children can work towards their own individual standards of excellence, in the happy atmosphere of encouragement that our staff fosters. Through our close relationship with each child we can focus on particular areas of talent which can then be developed. We can ensure that each child receives a thorough grounding in the basic skills and any areas of difficulty can be approached with remedial help. Through our specific knowledge of each child we can maintain the balance of their emotional, physical, social and creative development. Perhaps most importantly, this knowledge and understanding of the children is built and communicated between staff as the children move through the school providing that continuity in the approach and content of their education which is so vital.

One Child, Endless Possibilities.

We believe that given the right start, children find ways to learn that are right for them. That’s why our unique curriculum gives children both the guidance and the freedom to construct knowledge in ways meaningful to them. Our highly trained teachers and staff nurture kids’ natural curiosity and wonder within a safe, homelike environment that allows them to explore and discover. Children leave ‘Little Tots’ empowered to be creative problem solvers, life-long learners and interesting, interested individuals.

Empower Your Child

There’s no time like the present to empower your child to explore, discover and grow. Whether they're little engineers, artists, or acrobats, we let kids express themselves and learn in the ways they learn best, and help them get comfortable with learning. So empower your child – and yourself – with ‘Little Tots’.

POLICY

Administrative Policy

There is a written child abuse neglect reporting policy

There is a written policy regarding children’s rights which requires that programs make reasonable accommodations for children with disabilities and chronic illness
The staff keep information about the children, their families and associates confidential
There is a provision that requires an on-site person designated to assume authority and to take action in an emergency, in the event that the director is not present.
Vehicles are equipped with age-appropriate restraint devices and is there a certification that shows that the vehicles used for transporting children are licensed, inspected and maintained.
There is a hotline number set-up specifically for families and other persons in the event of an emergency.
Visitors are required to sign in.
Visitors issued ID or a visitor's pass.
Staff members are required to display proper identification.
Written verification and confirmation are required for permission to pick up children by non-custodial parents or relatives.
Windows and doors are properly secured and in working order.
There is an emergency back-up lighting system in place.
There is a policy where staff members inspect areas for potential safety hazards such as; cribs, soft bedding, playground surface maintenance, child safety gates, window blind cords, drawstrings in clothing and recalled children’s products
The supervision of children playing outside in the playground is adequate and focused on the vulnerability to injury due to a child falling on hard surfaces.
Chemicals and toxic products are stored in locked cabinets and out of reach of children.
Lighting and heating are adequate.

Electrical outlets are covered.
Facility records and files are maintained in a secure location, locked, vandal proof and fire proof.
Pertinent inspection records are properly maintained regarding health care permits, fire inspection certification, etc.
The size of the facility and faculty is able to accommodate the number of children in attendance.
The staff is aware of legal responsibilities, safety rules and policies as it applies to state and federal laws.
Staff members are trained in dealing with emergency procedures such as first aid and CPR.
There is a system in place where violations of state and federal law are reported to the appropriate law enforcement agencies.
The staff/child ratio is adhered to as proscribed by law.
There is a secondary location where children may be moved to in the event of an emergency.
Blueprints of the facility are available to emergency responders.
There are background checks on all employees, including drivers and maintenance personnel and it includes the following: fingerprinting, social security number verification, criminal history, and educational verification for administrators, teachers, aides and support staff and motor vehicle records.
There is an accountability system for end of day inspections of the facility to ensure there are no irregularities.
There is a visitor’s pass and accountability for every person entering the day care center.
All deliveries are verified and appropriately screened.
There is a good communication method and the public address system is in operation.
Emergency doors are readily accessible and unblocked.

There is a clear policy concerning the release of children to parents or individuals given authority by the parent.

Policy for Surrounding Area:

There are no potential hazardous or chemical sites, i.e. power plants, industry, in the immediate area of the child care facility because the Daycare center is in a residential area of D.H.A phase 4 managed by D.H.A.
All the essential services such as hospitals, police, fire support, and emergency aid facilities are present in close proximity.
There is adequate exterior lighting around the building, extra lights have been installed for security.
Exterior play area is enclosed by wooden fencing, that is designed specially for childcare facility.
Playground equipment is periodically checked for safe operation. The daycare management makes monthly checks for safety of all the operations and equipment.
Vehicular access and deliveries are restricted near all play areas. There is a separate garage and parking area for vehicular access and delivery. Main gate is Iron Gate with security system installed with it.
Interior lighting is adequate and safe as energy saver bulbs and lights are used.
There is a crisis management procedure or outline available in the event of an emergency situation .There is a safety manual which is available all the time for any emergency situation.
Keys and other identifiable materials are returned when persons are no longer employed. When any employees leave the childcare facility, he/she is asked to return all the items that were given to him/her for being an employee.
All entry and exit points are clearly defined by signs that are visible and understandable.
Outdoor play areas, walks, etc. are free from hazards. Outdoor play area, walks are very safe and secure.
Entry and exit points are illuminated adequately for safe entry and exit.
Lighting is provided at entrances and other points of possible intrusion. Light fixtures are securely mounted and out of the reach of children

SITE PLAN

clip_image006

clip_image007

Promote

0 members promoted this

Replies to This Discussion

Advertise Here

Permalink Reply by ღ Alone Soul ღ on November 10, 2011 at 8:37am

M A R K E T

A N A L Y S I S

Status	No. of Parents	Total Parents	%
Employed	27	48	56.25%
Unemployed	21	48	43.75%
Total	48	48	100%

DC12

clip_image010

DC1 and DC2 are also used in this analysis.
Out of the total sample we surveyed there were 48 parents while 12 were those who don’t have kids.
Out of these 48 Parents 27 were employed while 21 were unemployed or house wives.
56% of the parents are employed.
44% are unemployed.
More than 50% of parents we have surveyed are employed.
The impact of their employment status on their willingness to send their children to day care will be discussed later in this analysis.

Parental and Employment Status	*	Total	%
Employed Parents	19	27	70%
Unemployed Parents	8	21	38%
Employed but not parents	9	16	56%
UnEmployed but not parents	2	6	33%
Total	38	70	54%
* = No. of People who think that there should be day cares in Karachi

DC13

clip_image012

DC1, DC2 and DC7 are also used in this analysis.

Out of 70 people we surveyed only 38 thinks that there should be Day Care center in Karachi.
Out of 38 people who think that there should be day care centers in Karachi:
28 are employed.

Ø Out of these 28 people, 19 are parents while 9 don’t have kids.

10 are unemployed.

Ø Out of these 10 people, 8 are parents while 2 don’t have kids.

27 out of 38, 90% people who think that there should be Day Care Centers in Karachi are those who are Parents which is not surprising because parents or those who are currently taking care of children feel more need for services like Day Care.
28 out of 38 people are employed i.e. 93% people who think that there should be Day Care Centers in Karachi are those who are employed and fulfilling two obligation at a time which are as a Parent and corporate responsibility.
Only 5.2% people who are unemployed and not parents feel a need for day care in future when they will become parents.
24% are those who are employed but don’t have kids or will have kids in future think that there should be Day Care Centers

willingness of parents to send their children to day care
Response	No. of Parents
Yes	31
No	7
Total	38

DC14

clip_image015

DC7 and DC8 are also used in this analysis.
Out of 38 people who think that there should be Day Care Centers in Karachi only 31 are those who are comfortable in sending their children to Day Care Centers.
7 out of 38 people are not comfortable in sending their children to Day Cares for some reasons which are discussed in figure DC16.
Only 54% people think that there should be Day Care in Karachi i.e. 38

Out these 54% people 84% people feel comfortable in sending their children to Day Care Centre. i.e. 0.54 x 0.84 x 70 = 31

Parents who are comfortable in sending their children to Day Care Center
Status	who are comfortable	who think	%
Employed Parents	17	19	89%
Unemployed Parents	5	8	63%
Employed but not parents	7	9	78%
Unemployed but not parents	2	2	100%
Total	31	38	82%

DC15

clip_image017

DC1, DC2, DC7 and DC8 are also used in this analysis

Out of those 84% people who think that there should be Day Care Centers in Karachi. i.e. 31 people:

Ø 17 are employed and Parents.

Ø 5 are unemployed and Parents.

Ø 7 are employed but not Parents.

Ø 2 are unemployed and not Parents

Out of total that are comfortable in sending their children to day care i.e. 31:

Ø 78% people are those who are employed while 22% are unemployed.

Out of total employed people who are willing to send their children to day care, i.e. 24 (17+7):

Ø 71% (17) are Parents having one or more than one kids.

Out of total no. of Parents i.e. 22 (17+5):

Ø 78% of the parents who are willing to send their children to day care are Employed.

The above weightages shows that those who are Parents and are employed somewhere feel comfortable and are willing to send their children to Day Care Centers.

Reasons for being uncomfortable	No. of People not Comfortable
Peace of mind (too worried when at work/home)	1
Unsafe	1
Unnecessary	2
Have caretakers at home	3
Total	7

DC16(a)

clip_image018

DC9 and DC10 are also used in this analysis

The above data is to find out only for those people who think that there should be Day Care Centers in Karachi but are not willing or are feeling uncomfortable in sending their children to Day Cares.

The chart is constructed to find out the reasons that why these people are not willing to send their children to Day Care.
The pie-chart shows that most of the people are not willing to send their children to day care because feel that they have caretakers at home.

29% people find it unnecessary and not important and think that this will not contribute towards their early development.
An equal percentage of people think that it is unsafe and because of peace of their mind they will leave them at home.

DC16(b)

clip_image020

DC9 and DC10 are also used in this analysis

The above chart is constructed for all those 39 people who think that there should be Day Care Centers in Karachi but are not

willing or are feeling uncomfortable in sending their children to Day Cares.

This chart shows that most of the people are not interested in Day Cares because they feel comfortable in leaving their children at home because they have caretakers at home.
Most of them also find it unnecessary and unimportant towards early development of their child.
A lot of people also think that it is unsafe and for the peace of their mind they won’t send them at Day Cares.

By Analysis of Chart DC 16 (a) and (b) it is found that about 75% of the people are not interested in Day Cares because they have care takers at home and find Day cares unimportant and unnecessary.

This may be because of the reason that people still preferred their old traditional style where they leave their children at home with their aunts and grandmas while they are at work. In case of unemployed people they may think that they can better train and educate them at home during the first 3 years of their life

They may find it unimportant because they still think that Montessori are enough for heir early education without realizing the fact that Day cares is important for their preschool education.

Income	Opted for DC	Didn't Opted	Total no. of Employed People
less than 20000	6	8	14
20000-45000	17	10	27
46000-75000	1	1	2
Total	24	19	43

DC17

clip_image022

DC18

46000-75000

clip_image024

DC1, DC4 and DC9 are also used in this analysis.

By analyzing DC17 and DC18 it is found that income of a person has no impact on the decision for choosing Day Cares.
In both the cases most of the people who have opted and not opted for Day Cares fall in Rs.20000-45000 income bracket.
Same is the case with people under income bracket of less than 20000 which is the second highest group in both cases.
The factors affecting the decision to select the Day Cares are the personal satisfaction and relax of mind of Parents and also their belief about early education of their child in his/her first 3 years rather than their Incomes.

22 Parents are willing to send their children to Day Care
Age	No. of children
6 months	2
2-3 years	10
4-5 years	7
6 years	3
Total No. of Parents	22

DC19

clip_image026

DC2, DC3 and DC9 are also used in this Analysis.

Out of 31 people who are comfortable in sending their children to Day Care, 22 are Parents including both employed and unemployed.
The above chart is constructed just to find out the age group of children of Parents who are willing send their children to Day Care.
It is obvious that why the age group 4-5 and 6 years is zero. This is because either these children are already in kindergartens or their Parents are planning to send them into Montessori’s.
Majority of people i.e. 82% are those who have children in age bracket 2-3 Years it is obvious from the fact that this is the age where children can be sent into Child Day Cares for their pre-school education. Another reason is that most of the people who opted for day care are employed somewhere and have married 3-4 years ago that’s why they have children falling under age group of 2-3 years.
18% of people also opted for Day Cares even they have children aging 3-6 months only. These people have actually told us about their future plans for their children and by analyzing that question we found that they are also our future potential market.

Response	Yes in Q5	No.in Q5	Total in Q6
Yes in Q6	36	0	36
No in Q6	19	6	25
No Idea in Q6	7	2	9
Total in Q5	62	8	70

DC20

clip_image027

DC5 and DC6 are also used in this Analysis.

The above chart is a combination of Q5 and Q6 where the sample was first asked about the importance of pre-school education and than asked about that whether Day Cares contributes towards the pre-school education towards their children.

88% (62 people) of our sample thinks that pre-school education is important for children which means that they do have the understanding of current world requirements and because of this the need for services like day cares is also present inside them in some form or some shape.

However out of this 88% only 58% (people) are those who think those day cares are important for the pre-school education of kids while 31% people are those who think that day cares are unnecessary and not a educating service. 11% of the people who think that pre-school education is important have no idea about the contribution of Day Cares in pre-school education.

It means that approximately have our market don’t think or have no idea about the fact that Day Cares are important for the early development and pre-school education of kids before sending them to Montessori or kindergarten or pre-primary schools.

However 88% of the people surveyed think that pre-school education is important for early childhood development therefore opportunity is still there in some shape or other and if we can create awareness in their mind about the role played by Day Cares and change the concept of Day Cares in their minds then we can easily create a demand

Permalink Reply by ღ Alone Soul ღ on November 10, 2011 at 8:37am

MARKETING PLAN

Astral Corporation is starting a new venture Child Day Care Centers.
Our objective is to serve working parents.
Awareness about day care center is a major problem.
Our main goal is to breakeven in 10-12 months.
To target maximum number of customers in first year of operation.
To capture 20-25% of market share.

Market Situation:

Around 150 million people are living in Karachi.

After excluding Lower class people and non working Parents our market is about 4% of total Population of Karachi.

i.e. Market Size = 600,000.

Sales are expected to be stable over the starting years.

Primary customers are Upper and Upper Middle Class working Parents aging from 20-30. These are the people who are either working or are divorced.

Both types of parents want someone to look after their kid when they are at work or at their jobs. They don’t only want their security but also their early development and pre-school education which are very critical in the first 6 years of their children’s life.

Product/Service offering Situation:

The objective of Little Tots Child Day Care Centre is to provide necessary pre-school education while ensuring their safety when their parents are at office.

In Karachi there is very little awareness about a service like a Day Care Centre.

People prefer to send their children to Montessori and nursery when the reach 3 years. There is no concept of leaving children at day care centers while they are at work.

The difference is that day care provides an environment just like home.

The staff in day care not only takes good care of them but also indulges them in process of learning.

We i.e. Astral Corp. can’t employ a strategy which only gives us ways of attracting and retaining customers but also to create awarness among those who are interested and those who are not.

For further explanation of the scenario analysis of our service offering please refer to Situation Analysis on Page ___.

Competitive Situation:

Mama Baby Care, First Day Care and Active Learner are our Major Competitors.

Government of Sindh has decided to open Child Day Care centers to facilitate working women according to Directorate of Women Development.

They not only provide caring of child but have also kindergarten 1 and 2 or pre-primary classes. They also cater to a upper and upper middle class.

They also do advertising on their TV Cable network and through pamphlets and brochures.

Financial Objectives:

Revenue Target = 9 million approx.

Profit Target = 4.8 million.

Produce cash flows of 5-6 million approx.

Debt to Equity ratio should not exceed 30%.

Current assets should be more than twice of what current liabilities are.

Marketing Objectives:

The financial objectives must be converted into marketing objectives in order to achieve the desired objectives.

Expand customer base by offering kindergarten and pre-primary programs.

Create and Expand the level of awareness among target parents.

Aim for an average price of Rs.6500.

In order to achieve the breakeven in one year a unit sales of 150 kids per year will be required.

Marketing Strategy:

Ø Target Market:

Upper class and Upper Middle Class, with particular emphasis on working parents (both father and mother) and divorced working father/mothers.

Ø Positioning:

The best caring and most reliable early development program.

Ø Product Line:

Caring of children less than 3 years.

Nursery and Kindergarten for children aging 3 or more than 3 years.

Ø Price:

Price in par with the competitors’ price i.e. same fees offered by other Day Cares.

Ø Location:

Phase IV because of its importance in the region. See the location part.

Ø Sales Promotion and Advertising:

Develop a plan to support the positioning strategy and fees structure.

Distribute brochures and advertisements on TV Cable Networks.

Ø Marketing Research:

Conduct a survey in early stages to find out the awareness level and demand of our service.

After one year conduct another survey or a focus group of those parents whose children are currently enrolled in our Day Care to find out their response and take steps to improve if necessary. Those parents will also be invited to brainstorming and decision making process before starting any new offering.

Action Program:

November 2007:

Survey.

December 2007:

Presentation of the whole PLAN.

January 2008:

Inauguration.

Distribution of Brochures.

Settlement with TV Cable Operators for advertising on channels like GEO, ARY, Starplus, Sony and HomeDvd channels.

Starting admissions in the mid of month.

March 2008:

Analysis of Financial Statements.

June 2008:

Analysis of Financial Statements.

July 2008:

Starting Kindergarten and Pre Primary service.

Admissions.

September 2008:

Analysis of Financial Statements.

December 2008:

Analysis of Financial Statements

Permalink Reply by ღ Alone Soul ღ on November 10, 2011 at 8:37am

LOCATION

clip_image028

F I N A N C I A L

A N A L Y S I S

clip_image030

ANALYSIS

Net profit margin basically tells you about how much we are earning through our sales.
As you can see that our Net profit margin is quite good in the first year and as the time goes it will increase as we will be having more and more customers which will lead us to increase our profitability against our sales because the fixed cost remains the same.

clip_image033

ANALYSIS

Return on investment for the first year is 78%.

It is going to be slightly the same for the next 3 years as our variable cost will be increasing with the increase of work load.

The return on investment is quite nominal which will help us in order to re invest in our day care center.

clip_image035

ANALYSIS

Return on equity is almost consistent through out three years.

The reasons is that we will going to re invest in our day care from our earning to generate more that’s why our return on equity will remains same .

The another important reason for high ROE is that we did not go for complete equity finance as we have around 20 % of debt finance which leads us high ROE .

clip_image036

ANALYSIS

Current ratio tells us about the relationship between current assets and liabilities.

In the first year of operations their will be a heavy burden of debts and other accrued expenses therefore it is low.

The loan repayment is due for first year, so, the ratio is quite low but as the loans repayments starts that ratio will increase.

The currents assets of the company have high potential to cover all current liabilities.

clip_image037

ANALYSIS

The quick ratio of our firm is slightly inconsistent.

In the second year the main reason is the increase in tax payments and other payables.

With the increase in cash in the 3rd year this ratio will go up.

This will stabilize our quick ratio which tells us that this firm’s cash flow is efficient enough.

clip_image038

ANALYSIS

Basically this ratio tells you that whether our profits are enough to cover our interest expense.

As you can see that it’s 160 times more in first year and increasing with increasing rate in coming years the reason is again the decline in debts in our firm.

So we should not worry about debts plus we going to have an alternative of re investing through debts.

clip_image040

ANALYSIS

Debt financing is around 20%.

It will be decreasing for the next three years as the payment of loans going to be start with the end of same year and as the time goes on the debt ratio will decline further as the debt financing will decrease.

clip_image042

ANALYSIS

As you can see that 25% of equity is financed by debt but it will be declining for the next three years and will further decline.

The main reason is loan repayment which will lower down the burden of debt over equity and the reason behind adopting debt financing is to holds the chances for reinvestment in our projects.

APPENDIX

Permalink Reply by ღ Alone Soul ღ on November 10, 2011 at 8:38am

APPENDIX

QUESTIONNAIRE

A limited number of Day Care Centers and Nurseries have also been opened for children of working mothers in urban areas. But these centers cater to the physical, psychological, nutritional and learning needs of infants and children and have a proper care in the absence of their mothers.

Gender: . Area of Residence: .

Q.1.Are you employed?

Q.2.Do you have children?

Q.3.If yes, then what age bracket do they belong to?

6 months - 2 years
3 years
4 years
5 years
6 years

Q.4.What is your house hold income bracket?

20000-45000
46000-75000
76000-100000
100000 or more

Q.5. Do you think pre-school education is important nowadays?

Q.6. Do you think that day care centers are important for the pre school education of kids?

Q.7.Do you think there should be day care centers in Karachi?

Q.8. Which locations are suitable to open a day care centre in Karachi?

(tick the destination)

Defence
Clifton
Shahrah-e-Faisal
Others (write)

Q.9.Would you be comfortable sending your children to day care centers?

Q.10.If no, why not?

_______________________________________________________________________________________________________________________________________________________________________________________________________________

Q.11.What would be your top priority in selecting a day care center?

(Rate from 1 to 4)

Location _____
Fees _____
Facilities _____
Management _____

Q.12.Give your opinion on what qualities a day care should have?

Permalink Reply by ღ Alone Soul ღ on November 10, 2011 at 8:38am

Marketing strategy questionnaire

Prepared by:

Astral Corp.

Date:

Purpose

Use this template to capture the key information that you need to develop a thorough marketing strategy. Then use the information that you collect, along with other development tools, to build your key marketing strategy.

This template is divided into the following question sections:

1. Background.........................................................

2. Market.............................................................

3. Target Audience....................................................

4. Competition........................................................

5. Offering...........................................................

6. Messages...........................................................

7. Sales and Buying Process...........................................

8. Pricing............................................................

1. Background

A. What business are we in? (What needs does our business meet in the marketplace?)

(2–3 sentences)

Day care center: Not only for taking care of children bur for providing quality education and learning.

B. What services and/or products do we provide?

(1 paragraph)

Child Care-Early Education

C. What are our business objectives over the next two years? Be as specific as possible, and make sure to address the following goals:

· Number of customers

· Revenue

· Profit

· Market share

Number of customers to increase by approx. 35% each year.

To acquire a market share of at least 25%

To breakeven in 6 months.

D. What compelled us to start this business?

-Rapidly growing number of working parents and lesser joint families. Demang is steadily increasing and less competition.

2. Market

A. What is the market opportunity? What is the market size? Be sure to look at market size with respect to geography and to industry.

B. How can the market be segmented into logical customer groupings?

- Working Parents
- Single mothers

C. What are the key industry trends that are fueling our success? What industry trends can inhibit our success?

Plusses:

- Lack of competition
- Growing number of prospective customers

Minuses:

· Lack of Awareness

D. What is the economic climate now and in the next couple of years? How will the economic climate affect our business?

Economy is on the rise despite the emergency. Our business is indifferent to any fluctuations in the economy.

E. Is our business or market affected by business cycles or seasons? If so, describe how it is affected.

None.

3. Target Audience

What market segments are we targeting (list segment name and characteristics)? What segments are we not targeting?

Upper middle class

Rich Class

What kind of audience are we targeting? What are its members' demographics and psychographics (for example, what keeps them awake at night, including both fears and opportunities)? List multiple audiences in order of priority.

Working Parents

Single Working mothers

C. What is our customer’s primary reason for buying or wanting to use our product or service?

Safety of their child while they are at work.

D. Why would someone prefer our offering versus that offered by the competition? (You might want to answer the section on competition and then come back to this question.)

First, there isn’t a lot of competition around and second, we offer state of the art facilities with a trained staff at our center.

E. Are there any issues or concerns that the target audience might have regarding this type of product or service?

-Leaving a child in the hands of strangers is not an easy task, so customers will naturally be apprehensive and reluctant.

4. Competition

A. What categories of competition threaten our success? Label each category, and identify its key characteristics. Prioritize the categories from greatest to least threatening.

-Preschools

-Emerging Day care centers

B. Which companies pose the greatest threat, and how do they differentiate themselves? What strategic or tactical elements do they use that threaten our success? List the strengths and weaknesses for each of these elements.

Not Any

C. Which competitors have the largest market share within our target market segments? Which competitors have the greatest visibility with our target audience?

None as yet.

D. How will we differentiate ourselves to best combat competition?

As mentioned before, by offering the latest facilities, hiring competent staff and providing quality education.

E. What barriers to entry into the marketplace are we creating for ourselves?

None. We would encourage competition at this point.

5. Offering

A. What need is our offering designed to fill? Identify the need for each target audience.

Day care centers are designed to ensure the security and are of children under the ages of 6 while their parents are working in their offices.

B. What features and associated benefits does our offering provide? Identify features and associated benefits for each target audience.

-Quality early education

-Security of Child

-Healthy Food

C. How do we deliver the features identified in item B? Be specific—this is the proof that we can do what we say.

-Trained Faculty

-Alert Staff

-Cook

D. Of these features, which ones differentiate us from the competition?

E. What improvements can we make to our offering to better meet customer needs?

Provide the best of facilities.

F. What new offerings would our customers most like us to develop?

Advanced security systems.

6. Messages

A. What does each of our identified target audiences know and believe about us today?

As we are targeting the public of Karachi, here, people mostly do not have any concept of day care centers. Those who do know just know about as much as they could know from watching movies.

B. What is the single most important message that we must communicate to ALL of our target audiences?

“Taking Care of your Child is what we do” so send your child to our day care without worrying about their well being.

C. What evidence can be used to support the claim that we make in our single most important message?

Our state of the art setup and highly trained staff speak as evidence themselves.

D. List the single most important message that we must communicate to EACH target audience. (This might or might not be the same answer as in item A.)

Same as above

E. What evidence can be used to support the claims for each message listed in item D?

As Above.

F. What happy clients do we have today that we can reference in our communications? What did they buy from us, and why are they happy?

We haven’t started operations yet.

G. What kind of personality do we want to portray in our communications? What tone? What flavor?

A professional, caring and sensible personality.

H. What is the net impression about our company or offering that we want clients and partners to take away after each interaction with our company?

That we know our job and care for their children.

7. Sales and Buying Process

What is the process for selling our services or products (list the key milestones in the process)? Do we use any of the following processes?

· Direct personal sale

· Direct online sale

· Indirect through channels

-We sell through direct personal sale

B. Who is involved, both from our company and from our sales channel partners, in each step of the sales process?

-The Office management staff(day care manager)

How does our target audience buy our type of offering? Is the purchase an impulse buy or a planned purchase?

-Planned purchase.

What purchase process steps do the members of our target audience follow? Does this process vary based on the vendor that they select? If the process does vary, explain how and/or why?

-Admission Fee at the time of the admission of child and a monthly fee at the end of each month.

What buying criteria does our target audience use to select an offering?

None

What criteria does our target audience use when selecting a vendor or a manufacturer?

None

8. Pricing

How important is price in the decision process? (See the “Sales and Buying Process section” above.)

-Moderately important

What is our current pricing structure, including discounts, product options, rebates, and so on? Do our customers understand it?

Rs.50000 admission fee with a monthly fee of Rs.8000

Which of our competitors is considered the price leader? What does the price leader charge for its offering? How does the price leader determine its price?

None

What are our other competitors charging for their offerings?

Price range varies from Rs.4000-Rs.10000

What can be done to reduce costs without affecting quality?

Not of our concern right now. We will have to start the operations first in order to determine that.

What tradeoffs of price or value, or of both price and value, do customers make?

None

What is the perceived value of our offering as compared to its price?

The value equals

What service(s) do we currently include in the price of our product? What services can we consider now and in the future?

-Child care

-Education

-Recreational Activities(sports, music, games)

-Food

Are competitive price changes anticipated in the near future?

Yes-as competition will increase in the near future.

What industry trends are going to drive prices down? What industry trends are going to drive prices up?

Permalink Reply by ღ Alone Soul ღ on November 10, 2011 at 8:39am

Appendix A

Summary of Sources and Uses of Funds

Sources:

Owner’s equity investment Rs 4,858,130

Requested Bank Loan Rs 500,000

Total Rs 5,358,130

Uses:

Capital Equipment Rs 2,000,000

Start-up costs Rs 2,000,000

Working capital (money on hand/extra cash) Rs 1,358,130

Total Rs. 5,358,130

Hint: Total sources = Total uses

Demographic Analysis Worksheet

This work sheet will help you define your target audience by describing its demographic characteristics. Answer all the questions on the work sheet. When you are finished, compare your demographic profile against the demographic makeup of your market area. This will help identify the number of people or businesses in your market area that match your demographic profile, which will help you determine the viability of your business. If you are selling to more than one demographic group, describe them in different work sheets.

Customer Profile

1. Are your customers’ individuals or businesses?

Our customers are individuals.

2. If they are individuals, describe their gender, age, income level and any other significant demographic variables.

· Parents of kids from 6mnth-6yrs

· Upper middle class-rich class

· Main priority-working parents, single working mothers.

3. If they are businesses, describe the industries, sales levels and any other relevant descriptors of the businesses you will target.

Geographic Profile

4. Where are your customers located?

· Clifton

· Defence

· Boat Basin

5. How many customers are located in your market?

600,000 approx. 4%

6. How many unit sales are in your market each year?

Rs. 9,180,000.00

7. What is the value of the sales that occur in your market each year?

Rs. 15,000,000 (on average)

Rating	Location	Fees	Facilities	Management
( number of persons)
1	4	19	33	23
2	9	9	14	28
3	34	18	17	10
4	23	24	6	9
Total	70	70	70	70

	Preference
Facilities	1st
Management	2nd
Location	3rd
Fees	4th

DAY CARE

INCOME STATEMENT

From here

TITLE	YEARS ENDED DEC. 31
2008	2009	2010

Revenue (Rs.)	9,180,000.00	9,624,000.00	10,068,000.00

Gross Profit	9,180,000.00	9,624,000.00	10,068,000.00
Selling, general, & administrative -
expenses:
Rental expense	360,000.00	360,000.00	360,000.00
Office expenses (printing & stationary)	7,200.00	8,400.00	9,000.00
Telephone and Communications	24,000.00	21,600.00	22,800.00
Travel Expenses	84,000.00	84,000.00	84,000.00
Utilities expense	132,000.00	120,000.00	138,000.00
Security	120,000.00	120,000.00	120,000.00
Salary	2,808,000.00	2,808,000.00	2,808,000.00
Depreciation-Owned Assets	12,000.00	12,000.00	12,000.00
Total Operating Expenses	3,547,200.00	3,534,000.00	3,553,800.00
Earnings before interest & taxes	5,632,800.00	6,090,000.00	6,514,200.00
Interest Expense	35,000.00	34,950.00	34,900.00
Earnings before taxes	5,597,800.00	6,055,050.00	6,479,300.00
Income taxes	839,670.00	908,257.50	971,895.00
Earnings after taxes / Net Income (Rs.)	4,758,130.00	5,146,792.50	5,507,405.00

DAY CARE

BALANCE SHEET

ASSETS	AS AT DEC. 31 (Rs.)
2008	2009	2010

Cash & cash equivalents	4,808,130.00	5,196,792.50	5,557,405.00
Accounts Receivable	240,000.00	240,000.00	240,000.00
Prepaid Expenses	120,000.00	120,000.00	120,000.00
Accumulated tax prepayments	839,670.00	908,257.50	971,895.00
Current Assets	6,007,800.00	6,465,050.00	6,889,300.00
Fixed Assets	100,000.00	100,000.00	100,000.00
Less: Acc. Depreciation	10,000.00	20,000.00	30,000.00
Net fixed Assets	90,000.00	80,000.00	70,000.00
Total Assets	6,097,800.00	6,545,050.00	6,959,300.00

LIABILITIES	AS AT DEC. 31 (Rs.)
2008	2009	2010

Bank loans	500,000.00	500,000.00	500,000.00
Accounts Payable	150,000.00	150,000.00	150,000.00
Accrued expenses	100,000.00	100,000.00	100,000.00
Salary payable	50,000.00	50,000.00	50,000.00
Other expenses	239,670.00	249,257.50	253,895.00
Current liabilities	1,039,670.00	1,049,257.50	1,053,895.00
Long - Term debt	200,000.00	199,000.00	198,000.00
Owner's equity:
Investment Capital	100,000.00	150,000.00	200,000.00
Retained Earnings	4,758,130.00	5,146,792.50	5,507,405.00
Total Owner's equity	4,858,130.00	5,296,792.50	5,707,405.00
Total Liabilities & S.H.E	6,097,800.00	6,545,050.00	6,959,300.00

DAY CARE

CASH FLOWS STATEMENT

TITLE	YEARS ENDED DEC. 31
2010	2009	2008

CASH FLOW FROM OPERATING ACTIVITIES (Rs.)

Cash received from customers	4,808,130.00	5,196,792.50	5,557,405.00
Cash paid to suppliers and employees	2,928,000.00	2,928,000.00	2,928,000.00
Interest paid	35,000.00	34,950.00	34,900.00
Taxes paid	839,670.00	908,257.50	971,895.00
Net cash provided by operating activities	1,005,460.00	1,325,585.00	1,622,610.00


CASH FLOW FROM INVESTING ACTIVITIES (Rs.)

Additions to Fixed Assets
Payment for Long - term investment		10,000.00	20,000.00
Net cash provided by investing activities	0.00	10,000.00	20,000.00


CASH FLOW FROM FINANCING ACTIVITIES (Rs.)

Increase in Short - term borrowings
Additions to Long - term borrowings
Net cash provided by financing activities	0.00	0.00	0.00



Increase (Decrease) in cash & cash equivalents (Rs.)	1,005,460.00	1,315,585.00	1,602,610.00

BREAK – EVEN ANALYSIS

BREAK - EVEN ANALYSIS
Identifies the relationship between costs, volumes, and profits.

		(Rs.)
DATA:	Fixed Cost =	3,388,000.00
	Depreciation =	10,000.00
	Variable cost/student =	1,808.00
	Price (FEES) =	6,500.00
	Tax Rate =	0.15


FORMULA:	Quantity Break - Even =	(Fixed cost+Depreciation) x (1-tax rate)
	(selling price - variable cost) x (1-tax rate)



CALCULATION:	Quantity Break - Even (kids) =	2888300	724.21
	3988.2


FORMULA:	Sales Break - Even =	Break Even x Selling Price



CALCULATION:	Sales Break - Even (Rs.) =	4,707,374.25





No. of Students	150

RATIO ANALYSIS

LIQUIDITY RATIOS
Ratio	Formula	FOR THE YEAR DEC. 31
2008	2009	2010

CURRENT =	Current Assets	5.78	6.16	6.54
Current Liabilities

ACID - TEST =	Cash + A/C Receivable	4.86	4.72	5.05
Current liabilities

LEVERAGE RATIOS
Ratio	Formula	FOR THE YEAR DEC. 31
2008	2009	2010

DEBT TO EQUITY =	Total debt	0.26	0.24	0.22
Shareholder's equity

DEBT - TOTAL ASSETS =	Total debt	0.20	0.19	0.18
Total assets

COVERAGE RATIOS
Ratio	Formula	FOR THE YEAR DEC. 31
2008	2009	2010

INTEREST COVERAGE =	EBIT	160.94	174.25	186.65
Interest Expense

PROFITIBILITY RATIOS
Ratio	Formula	FOR THE YEAR DEC. 31
2008	2009	2010

NET PROFIT MARGIN =	Net profit after taxes	0.52	0.53	0.55
Net sales

RETURN ON INV. (ROI) =	Net profit after taxes	0.78	0.79	0.79
Total assets


RETURN ON EQUITY (ROE) =	Net profit after taxes	0.98	0.97	0.96
Shareholder's equity

Permalink Reply by ღ Alone Soul ღ on November 10, 2011 at 8:39am

PROJECT PLAN

clip_image062

clip_image064

clip_image066

Permalink Reply by ღ Alone Soul ღ on November 10, 2011 at 8:40am

BROCHURE

clip_image068 clip_image070

BROCHURE

clip_image068 clip_image070

Permalink Reply by + HAPPY on January 28, 2013 at 3:23pm

Nice Sharing

Cheif AdminPermalink Reply by ʭIsmail Shahʭ on January 29, 2013 at 1:48am

Informative Stuff Featured

RSS

Welcome to

Join Us
or Sign In

Or sign in with:

Super Active Members

1	SiLeNt MooN(Admin)
2	Duaa
3	PRINCE ZORRO
4	+♥Ϊηαм ќђαη ♥+ß¢§ ²
5	+ komal +

RSS
View All

Member OF Week

1. SiLeNt MooN(Admin)

SAHIWAL, Pakistan

More…

Participation Shortcuts

+ Sitemap

=======================

Popular Social Events

=======================

+ Member of the Day

+ Member of the Week

+ Member of the Month

+ Member of the Year

+ Miss VU

+ Mr VU

+ Gold Members

+ Vote for Miss VU

+ Vote for Mr VU

+ Members Points Table

+ Profile Points Allocation

+ Competition Corner

+ Our Fans Club

+ Certificate Winners

---------------------------------------

௵ Scholars Of Desk

௵ Gold Members

௵ MR VU,S

௵ MISS VU,S

௵ Members Of Month

௵ Team Members

௵ Moderators

௵ ADMINS

ʭ☀Administration☀ʭ

Senior Admin : Yasmeen

VUDESK Owner : Ismail Shah

VUDESK GROUPS

Badges | Report an Issue | Terms of Service

Awards & Titles

What's Here?

VUDESK is social networking website created for the students of Virtual University of Pakistan with an aim of providing educational support in terms of subject oriented material such as Assignment,GDB,Quizes Solutions and of course a light entertainment.
Video Profile
Our Community

We have Big Member Community Contributing and Getting Knowledge.Our Main Purpose Here.
to our all Valuable Members at one platform.Beside VU Help we are also providing every possible youth entertainment.
|Best Choice.Easy Service.High Value|
Our Profile
Entertainment

Our Community has also Live TV Transmission to facilitate the students for enhancing their skills as well as to take opportunity for doing something they love to do,Check Below Link To Know all about our upcoming transmission and Programs
Radio Asia Live [VUDESK Radio]
EziLive TV
Get In Touch

Become a Fan.
Follow Us On Twitter.
Subscribe To RSS.
Contact Us.

MKT 619 FINAL PROJECT ON BABY DAY CARE CENTER: ENTREPRENEURSHIP PROJECT

Day Care

Mission Statement

Early Childhood Education in Pakistan

STATEMENT OF PURPOSE

BASIC BUSINESS DEFINITION

POLICY

SITE PLAN

Replies to This Discussion Advertise Here

MARKETING PLAN

LOCATION

QUESTIONNAIRE

PROJECT PLAN

BROCHURE

BROCHURE

Super Active Members

*Member OF Week*

Participation Shortcuts

VUDESK GROUPS

Get In Touch

Replies to This Discussion

Advertise Here

Member OF Week