Kings and Queens Day Care

Business Plan
Kings and Queens Day Care - Business Plan

Executive Summary

Who We Are

Kings and Queens Day Care strives to enrich the whole family through childcare. Day Care pro-
grams have evolved over the years providing ongoing opportunities and experiences which en-
hance a child’s physical, social, intellectual and emotional development. Kings and Queens Day
Care will provide services to the residents of Lerala and surrounding municipalities in Martins
Drift, Seolwane, Ratholo, Majwaneng and Maunatala.

Kings and Queens Day Care will provide a stimulating and nurturing environment that focuses on
opportunities for learning through educational programs, literature and the exploration of play.
Through successful child-centred experiences, the children will develop positive self-esteem as
well as the confidence and independence they will need to continue on in school. As they explore
their environment, children will begin to form the concepts on which all future learning will be
based.

Each child will be provided with opportunities to learn and play in self-chosen activities, using
materials and experiences that encourage exploring, experiencing, questioning and problem
solving. The child will be exposed to creative experiences in art, music and sensory awareness.
Our project work is designed to help young children obtain a solid understanding of events and
experiences in their own environment. This work should increase the children’s confidence in their
intellectual powers and strengthens their ability to go on learning. This emergent curriculum or
project work develops the foundation for children to continue seeking a deeper understanding of
the environment around them.

In addition, the teachers will be trained in facilitating and expanding the individual child’s interest
with materials and activities, creating an environment that is appropriate for his/her developmen-
tal needs. These factors ensure the growth of each child physically, cognitively, socially, emotion-
ally and creatively.

Our Before and After School programs are also designed to provide quiet time and space for chil-
dren to read and/or work on school assignments and/or homework. Our staff will be available to
help support the needs of the children.

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Programs Offered

Kings and Queens Day Care dedicated to providing a Christian education for children ages six
weeks through school age. Our passion is to provide a high quality program that is designed to
meet the needs of the parents. As a general rule, the school will offer a full time educational
program for the following:

Toddlers (12 Months to 24 Months):

Our Toddler program is designed to provide each child with a safe and nurturing environment that
will stimulate learning. Teachers actively chart the development of each child and provide parents
with daily communication regarding their child’s personal care routine.

Two’s (24 Months to 36 Months):

In the two’s class, teachers actively work towards potty-training each child. In an effort to prepare
the children for the preschool program, children are introduced to the concept of center play. Fur-
thermore, the curriculum provides a strong vocabulary enriched base so that literary skills may be
introduced to children.

Preschool/Pre-K (3-5 Year Olds):

Our preschool curriculum introduces several learning concepts such as literacy, math, and critical
thinking skills. Vocabulary development is very important at this stage too, as children will begin
to learn the art of writing. The classrooms are organized into centers such as reading, science,
math, and writing. Furthermore, children are exposed to a print-rich environment, which allows
students to associate written language to oral language. Parents are fully aware of their child’s
academic progress through quarterly assessment tools and parent- teacher conferences.

Kings and Queens Day Care will operate from 6:30 A.M. to 6:00 P.M., Monday through Friday.

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Kings and Queens Day Care - Business Plan

Management Team

Kings and Queens Day Care will start out as a simple proprietorship, owned by its founders. As
the operation grows, the owners will consider re-registering as a limited liability company or as a
corporation, whichever will better suit the future business needs.

Kings and Queens Day Care will be lead by two child care industry veterans, Doreen Molemogi
and Sebopelo Molemogi. Doreen has a Diploma in IT and Accounts and is currently studying for
a Certificate in Ealry Childhood Education. Doreen’s partner is Sebopelo Molemogi who has a
finance and administration background. Both Doreen and Sebopelo will handle daily operations
and management decisions of the business and will work collaboratively to ensure that this busi-
ness venture is a success.

Kings and Queens Day Care is an exciting opportunity that provides safe and secure child care
to the Lerala community village and surrounding areas. Kings and Queens Day Care will reach
sustainable profitability by month seven and generate P500,000 in profits by year three. Through
a combination of well-priced services, outstanding customer service, and a well seasoned man-
agement team, Kings and Queens Day Care will quickly gain market share and a reputation as a
premier child care provider.

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Kings and Queens Day Care - Business Plan

Vision

In the spirit of co-operation on which our program is based, parents and teachers work together.
The continuity between home and the program helps to ensure an atmosphere of acceptance
and love. It is our aim to provide an environment in which all children feel free, safe and comfort-
able, enabling the children to follow their urges to explore, discover, thrive and develop a love of
learning.

Child and Family Centres are the bricks and mortar that creates a community of practice. A clean,
bright family centered environment demonstrates our commitment to supporting children, fami-
lies and the community as a whole, as we all strive to build the foundation for lifelong health and
learning for the children and their families.

• We will establish solid policies and procedures that foster quality operations
throughout the entire school

• We will deliver high quality academic programs that are taught from a
Biblical worldview

• We will create superior learning environments within the classroom setting

• We will be the school where teachers want to work and invest their careers

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Mission

Kings and Queens Day Care is a start-up comprehensive community college exclusively for kids
ages 4 months to 5 years. We dedicate our efforts and resources toward ensuring top-rated care
giving services coupled with a high-quality activity based learning environment tailored for chil-
dren in these age groups. The Day Care will respond to the needs of its parents and students with
excellent care-giving and instruction, an advanced curriculum, flexible programs, local community
involvement and business partnerships.

The Day Care has a strong commitment to accessibility and diversity. Its open door policy
embraces all who desire to provide a better quality of care, preparedness and education for their
children. Kings and Queens Day Care will work to provide affordable, first-class care giving and
education by providing a broad range of integrated programs and services and innovative learn-
ing approaches.

The Day Care is committed to taking a leadership role in child care services, higher learning,
community services and promoting cultural diversity. Kings and Queens Day Care directs its ac-
tivities towards student success.

Our mission is to provide top level child care. We exist to attract and maintain customers. When
we adhere to this maxim, everything else will fall into place. Our services will exceed the
expectations of our customers. The Day Care dedicates its efforts and resources toward ensuring
top-rated care giving services coupled with a high-quality activity based learning environment
tailored for children in these age groups. The Day Care will respond to the needs of its parents
and students with excellent care-giving and instruction, an advanced curriculum, flexible
programs, local community involvement and business partnerships.

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Kings and Queens Day Care - Business Plan

Objectives

The objectives for the first three years of operation include:

• To create a service based operation whose primary goal is to exceed customer’s

• expectations.
• The utilization of the pre-school by at least 20 different families in the first year.
• To increase the number of client’s served by 20% each year.
• To develop a sustainable, profitable, start-up business.

We aim to ensure that each child:

• is in a safe and stimulating environment

• is given generous care and attention, because of our ratio of qualified staff to children.
• has the chance to join with other children and adults to live, play, work and learn
• together
• is helped to take forward her/his learning and development by being helped to build on
what she/he already knows and can do
• has a personal key person who makes sure each child makes satisfying progress
• is in a setting that sees parents as partners in helping each child to learn and develop
• is in a setting in which parents help to shape the service it offers

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Kings and Queens Day Care - Business Plan

Keys to success

• Marketing: differentiating the Kings and Queens Day Care giving and educational services
from traditional day care offerings and interest activity programs.
• Service quality: 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.
• Profitability: controlling costs and managing budgets in accordance with company goals,
adhering to strategic business plans for growth and expansion and reinvesting in the
business and its employees.
• Superior customer attention.
• Immaculate care of the children.
• Professionalism.
• Safety.

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Kings and Queens Day Care - Business Plan

Values

The Core values of Kings and Queens Day Care are:

• Child Safety

• Child Happiness

• Modern teaching aids

• Constantly evolving teaching methods

• Continued staff development

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Kings and Queens Day Care - Business Plan

Marketing Strategy

Our Day Care will attempt to rapidly achieve awareness in Lerala and surrounding areas about its
business in the first year. To be successful in this business, a day care needs to have many stu-
dents. Thus it is of great importance to have a solid marketing strategy, in order to distinguish our
Day Care from the existing pre-schools. Our marketing strategy is based upon the marketing mix,
which are the 4 p’s of marketing, which are product (service), price, promotion and place (distri-
bution).

Product/Service
Customers will be pleasantly surprised at how attentive our Day Care is in regards to their
needs. The business will operate on the assumption that it will do whatever is reasonably neces-
sary to keep parents and the students happy. This reflects the notion that if the customer is kept
happy; long-term profits are ensured.

Price
Our Day Care will charge appropriately for the high-end, high-quality educational and care giving
services we offer. Our revenue structure will 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 compet-
itive 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. We intend to charge P5000 per term,
which is within the range of what other top class pre-schools in Botswana are charging.

Promotion
Our Day Care will use various ways of promoting our company so as to gain more customers and
increase general awareness of our school and the services we offer.

Word of Mouth
Word of mouth advertising via quality output will be used to market our Day Care. We will give
incentives to parents who refer other parents to our school. These incentives will include fees
discounts for every referred child who successfully enrols at our school. We will also carry out
door to door campaigns in our community. We will also take our child care solutions to the
community via presentations churches and shopping centres.

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Kings and Queens Day Care - Business Plan

Community Involvement
Maintaining and enhancing our reputation with families and in the community will be crucial in
obtaining the planned market share growth of this target market. We will be active in our
community, sponsoring events at the community centre for families and residents.

Fliers
We will use colourful, informative fliers to increase awareness of our Day Care in Lerala. These
fliers will be distributed to random people in the community. We hope to get potential customers
from the distribution of fliers. We will also offer monthly calendars for parents and the surrounding
community

Newspapers
We will place adverts in The Sunday Standard mail so that more people can be aware of our
pre-school. Placing our advert in The Sunday Standard will ensure that our advert will be read
the whole week as it is a weekly newspaper. It will also ensure that we reach the parents as it is a
family newspaper. It also has a wide coverage in Botswana and it is read by many people.

BTV and Radio

We will place our adverts once every month on Radio, and once every 3 months on BTV.
Television and Radio have a wide coverage in Botswana, though they are more expensive than
other forms of advertising. We will advertise on BTV and radio stations which include Gabz FM
and Yarona FM. This will make more Batswana aware of our Day Care.

Public Transport Advertising

We will advertise our pre-school on commuter omnibuses which commute from Lerala to different
locations like Palapye, Selebi Phikwe and Groblersbrug. This will make more parents and their
families aware of our Day Care.

Internet Marketing
We will have a website for our Day Care. This website will give people more information about
our school, the services we offer; where we are located, our contact details and our staff. It will
also have a gallery with pictures of our students at the pre-school, and pictures of the students
carrying out various extra-curriculum activities. This will attract more customers to our Day Care.
We will also have active social media accounts on Facebook, Twitter and LinkedIn. The internet
is a very powerful marketing tool. An increasing number of Batswana are using the internet
every day. These internet marketing strategies will make more people aware of our Day Care and
services.

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Web Plan Summary

Kings and Queens Day Care website will be the virtual business card and portfolio for the day
care, as well as its online “home.” It will showcase the campus, curriculum and activity calendar
for the school. It will also provide for an Internet background of the instructors, online projects
posted by the students and the campus newsletter. The Day Care website will be simple, yet
classy and well designed, but at the same time, in keeping with the latest trends in user interface
design. A site that is too flashy, or tries to use too much of the latest technology can be over-
done, and may not be supported by all browsers. The key to the website strategy will be present-
ing a very well designed and informative web presence that will market Kings and Queens Day
Care brand image, service offerings and community commitment.

Sales Strategy

The sales strategy will be based on a communication effort to explain the virtues of the program
and how time at the Day Care can speed up the children’s development considerably. In addition
to one on one explanation of the program and its merits, the prospective parents will be given
tours of the facilities. The tour of the facility will serve two purposes:

1. The tour will be used as a way to impress the prospect of the facilities that the Day care has.
These facilities are going to be custom designed to achieve very specific educational goals.

2. The tours typically occur during the day and this becomes a perfect opportunity for
the potential customer to view the care as it is occurring. This will serve to build a trust
bond between the Day Care and the parent who naturally is cautious about leaving the
child with strangers to have the child cared for and taught the entire day.

In essence, the Day Care is letting the facilities and teacher/student interactions speak for
themselves. Because of the high level of service, this is entirely possible. We will also be active in
the community, building a solid reputation with parents and the community.

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Kings and Queens Day Care - Business Plan

Market Analysis

The population of Botswana is always growing, with a 1.8 % annual growth rate. Botswana has
over 250 000 children who are 5 years and younger. This is a very large customer base for the
Day Care. As the Batswana population is growing, and as more children are being born,
demand for Day Care services will be on the rise. Botswana is also a country with a very high
literacy rate of about 87.7%. This shows that Batswana are people who value education, thus
they would want to send their children to school to give them a bright future. The Botswana gov-
ernment has also made it a pre-requisite for children to have been enrolled for pre-school before
they can be admitted to grade 1. So pre-school is now mandatory, and this increases the demand
for the services of pre-school.

There is also an increasing need by parents to generate income for the family, which makes them
go to work, even in the informal sector. This also includes women. Thus the parents are not
having enough time to take care of their children, they also have less time to help them develop
and will send them to a day care that offers child development, a day care like Kings and Queens
Day Care.

Market Segmentation

Low-Income earners
The low income earners are usually found in villages and high density locations. They send
their children to pre-schools usually from the ages of 3 in preparation of Zero Grade. They
consider fees when selecting a Day Care as well as distance. Because of their low incomes, they
can’t afford to send their children to pre-schools which charge high prices.

Medium to High Income earners

They usually reside in the medium and low density suburbs. They consider the quality of
education offered, when choosing pre-schools for their children. Reputation matters a lot, as they
want to send their kids to highly reputable schools.

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Industry Analysis

In 2001, the Botswana Government through the Ministry of Education enacted the Early Child-
hood Care and Education (ECC&E) Policy in an effort to implement the recommendations of the
1994 Revised National Policy on Education (RNPE). This move gave the preschool programme in
Botswana a better status than it had previously, because most preschools operated on a loose
supervisory support implementation of the National Policy on Education.

ECCE refers to education and care in early years, which spans the human life from birth to age
of eight years. During this period, they develop very fast and need Developmentally Appropriate
Practices for an overall development. ECCE is under­stood to encompass a holistic view of the
needs of the children as they grow old and mature. Children need to grow in a safe and loving
environment where they could fulfill their basic requirements of health, nutrition, sanitation and
continue to master more and more complex levels of thinking, movement, feeling and interac-
tion with others in the environment. ECCE arrangemnets and prograns provide more to children
than just a place to be cared for while their parents are at work or studying. Several studies have
shown that such programs may enhance children’s cognitive and social skills. Access to ECCE
programs makes children enter school more ready to learn as compared to those who don’t and
brings better performance in children in later years. An early intervention can bridge the gap be-
tween the child’s two worlds-the home and the school, and can provide academic and life-course
achievement amongst all groups, both advantaged and disadvantaged children.

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Competition Patterns.

The amount of fees is one of the most important factors when parents are looking for a day care
to send their kids to. Low income earners are attracted to pre-schools with lower fees, while high
income earners are attracted to schools with better services, which are usually accompanied by
high fees. Parents also consider the reputation of the day care. Parents tend to send children to
pre-schools based on the recommendation of other parents. Pre-schools with a good reputation
easily attract parents, while those with a bad reputation are shunned away by parents.

Location and transport is also a determining factor. Parents tend to prefer pre-schools which are
closer to their homes, or offer door-to-door transport services, as this is convenient for them, and
also safe for the child. Parents also consider factors such as the services offered by the school,
extra curriculum activities etc. High income earners would want to send their children to schools
where they can swim and learn computers. Parents especially those who are working also
consider the school timetable. They would want a pre-school where can drop their child before 8
as they are going to work, and collect the child at 5 pm when they are done with work. Teacher-
child ratio is another factor which they consider. They prefer schools with a low teacher to child
ratio so that their children get full care and attention.

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Capital Investment Breakdown

As reflected in the table below, the estimated start-up costs for Kings and Queens Day Care from
project execution to start-up of operations will be P350,000. A quarter of these costs will be fi-
nanced solely by the owners’ personal cash funds while the remainder will be through credit lines.
An anticipated P60,000 guaranteed 5-year loan will be used as working capital. Future expansion,
growth and franchising strategy will be self-financed.

Building & Construction Work P250,000.00

Legal P5,000.00
Stationery P1,500.00
Brochures P2,500.00
Insurance P4,500.00
Consultants P5,000.00
Playground Equipment P15,000.00
Playground Prep P3,500.00
Playground Fence P10,000.00
Furnishings P30,000.00
Toys P15,000.00
First Aid Supplies P1,000.00
Cleaning Supplies P800.00
Nap Time Bedding P1,500.00
Startup Expenses P60,500.00
Other P20,000.00

Total P425,800.00

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Employment

Kings and Queens Day Care will employ Batswana from Lerala and surrounding areas. The Hu-
man resources plan will consist of the following key points:

Source

• We will appoint stuff from Lerala & near by area.

• We will also search employee by friends & family.
• The poor women & the widows who have to support their family will
get priority if they are qualified.

Selection

• The employee will selected by proper interview process

• Their educational qualification, skill, strength, Physical fitness for work &
interest in the job will be considered.
• Here experienced person will get priority.

Training

• Selected employees will undergo training to ensure they are familiar with our vision.
• The trainer will give them proper & practical knowledge about :
• How to take care of the babies
• How to play with kids
• How to talk with them
• How to recognize the symptom of sickness and eating schedule of the babies
• How to manage them properly
• What types of activities babies like
• How to understand the problem of the baby

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Milestone and Metrics

In order for the school to be self sustaining, it will be important for the school to maintain the
following metrics:

• Labor: 44%-52%
• Food Costs: 5%
• Supplies: 3%
• Repairs and Maintenance: 4%

Milestone Projected Due Date

Final Facility Design March 2020
Obtain Building Permits August 2020
Construction Begins September 2020
Launch Marketing Campaign November 2020
Complete Employee Hire
November 2021
Packets
Complete Enrollment Packets November 2021
Host Career Day December 2021
Host Teacher Orientation and
January 2022
conduct training
Plan Grand Opening December 2021
Construction Complete December 2021
Obtain final approval from Fire
Marshal, Health Department, January 2022
and Licensing
Plan Grand Opening January 2022
Grand Opening February 2022
First Day of School February 2022

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Facility Equipment and Furnishings

After the facility is built, we will need to equip a total of 8 rooms with the appropriate furniture,
technology, and supplies required to establish a high quality learning environment. Additionally,
we will need to have commercial-grade kitchen equipment and office furniture, equipment, and
supplies. The approximate cost of the classroom equipment and furnishings is P425,800.00.

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