Business Plan
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Trilingual Childcare Centre
Vision
“To become the leading nursery in Hatyai
which provide the best improvement of the kids learning”
Mission
“To take care of the children in the good and safety environment,
and offer the qualify teaching programs that can help the childrens learning
in order to prepare the children to be ready before they go to school,
and narrow the gap between the working parents and their young children.”
Values
Security
: The security is one of our principles.
Qualified personal
: Employed the knowledgeable workers
Certification
: Guarantee by the national institutions.
Sanitary
: Healthy environment for children
Industry Analysis
Currently, Parents tend to focus on improvement of kids brains during 1-years-old to pre-kindergarten level. That is a reason why the trend of sending the kids to childcare centre is highly increasing. Not only the parents who have no time to take care of their kids will send the kids to childcare centre, but also, those who need kids to have improvements. The major customer group would be the parents who have young child. Most of the nurseries in Songkhla do not have the license, which they have to apply for this license. So, it is illegal because it is a requirement for any business to have the license in operating their business. According to Kao Sod Newspaper on March 31, 2006 , approximately 70 percent of Thai parents do not take care of their kids by themselves. This number is quite high which can predict that Childcare industry would become larger within next few years. Furthermore, as we take quality as our priority, we will need to be ensured in security, certification, qualified personnel, and brain improvement.
There are many childcare centres in Hatyai area. Most of them tend to run the businesses illegally. The lists below are the existing nurseries:
-Sritrang Nursery
-Doung Ka Mon Nursing Home
-Hatyai Nursery
-Excellent School
-Worraphat School
Business Strategy
Desired image and position in market
Our desired image is “Having fun with knowledge” because we are the first nursery in Hatyai that has two foreign languages and Thai language adding to the activities for a kid to learn a Thai and new language. So, the kid will having fun with our lesson, many activities, and its will going to improve kids brain as well. We are limited the amount of kids to take care in order to give the best service and to make sure that every kids will get the treat from our staff. More over we also bring the new technology in nursery business which is a webcam or CCTV on internet, for parents to see their kids from their work place and they can see the kids every time. We are pretty sure that we are the first one to bring the CCTV on internet technology in Hatyai. For our position in market are we focus on people who have upper middle to high income to be our target group because we are an exclusive nursery which provides the premium quality service for the kids. We also have a new technology which is CCTV and new trilingual lesson in activities. So, our price is quite high when compare with other nursery but if look at what is your kids going to get from Trilingual Nursery and the security for the kids, you will see that our price is very reasonable for parents.
Company goal and objectives
In term of operation, we give the best service for the kids and parents which is Trilingual Nurserys goal that always in our mind. Firstly, we will give the welfare for every kid that had been our members. From the welfare that we give, if the children getting sick or get injure when stay in the nursery, we will take care every payment that will occur for parents. Second we will provide safe and healthy environment for the kids. We are concern every touching point such as toys, furniture, food, air, water, etc. to make our kids healthy and stay out of accidents. Third we give a lot of concern to the working procedure that must be safe for the kids by test every activity that the kids going to do or every game that the kids going to play from the kids expert for make for that every movement in those activity or game do not hurt any part of the kids body. Finally we always aware of childs individual needs, we are ready to support everything that our kids interesting. Trilingual Nursery will support in each kids interest to encourage them to learn in the thing that they want.
Financially, we do not reduce a price or reduce the cost to gain market share but we give an attention on getting break-even as fast as possible by keep our high standard of service and gain the market share as much as possible by premium price to gain profit in the long run instead.
SWOT Analysis
Strengths
Because our nursery creates a new premium service in nursery business that no one create it before. So, we can say that our Trilingual Nursery is the innovation service which have three languages adding in the activity that our nursery going to teach the kids. Furthermore, we are the first nursery that uses CCTV on internet for parents to look after their kids through their computer monitor.
Weakness
The first weakness is about our price that is quite high in order to provide a high quality of the service in Trilingual Nursery. Second is we are new to the market that Hatyai people may do not trust in our nursery and afraid to send their kids into our nursery.
We tackle these weaknesses by firstly, focusing on the upper-middle to high income people and people that can effort or willing to pay the price for give the best thing to their child. Secondly, we are going to promote Trilingual Nursery in our web site, local radio, brochure, and billboard to make awareness to parents in Hatyai.