Child Day Care Business Plan - The Marketing Section
The marketing section of your child care business plan is just one of the essential parts of the document
. Here are tips for working your way through major sections of the marketing plan.Brand Image
Even if you do not seek to build your in such a way as to plan expansion or franchising down the road, having a strong brand in your local market can be an important success factor. For a child care business, a strong brand means that customers connect with what the company as a whole stands for and not just with specific caregivers they value. It is very important to make sure customers see the value the company as a whole creates so they are confident of the safety and daily development of their children, regardless of which caregiver is on duty that day. Remember that the brand that develops is influenced, but not controlled by everything you do as a business,. At the end of the day your brand is created in the minds of your customers, stakeholders, and competitors.
Promotion
The first question of your promotion strategy is whether you will get customers by taking them from the current businesses in your market or whether you will create extra capacity in a growing market (such as a town where population is growing through births or where there is a new influx of young parents). The tactics you write about in your plan for promotion will depend on this strategy. If you have to compete directly for customers, you may focus on competitive advertising and deals for parents who switch to your center, as well as marketing messages which details your strengths relative to competitors' weaknesses. If you can pick up new customers to the market, you may focus on advertising where these new parents can see it, and offer deals to those who just moved to the area or had children.
Pricing
When detailing your pricing strategy don't just say what your pricing will be, but provide the rationale for why you chose that pricing. Explain the decision factors behind how you will decide pricing in the future for your current services and for new products and services as they are added. Also, explain how your pricing will distinguish you on the spectrum of prices offered by competitor child care services. This shows readers of your marketing plan that you have put in real thought behind the numbers you give for your prices and have not simply guessed at a number on basic intuition.
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