Professional Documents
Culture Documents
Executive Summary
Executive Summary
Kitten’s Korner
Motto of the Business
The motto of Kitten’s Korner is “Motherhood is Special”. Our prime
focus will be out customers’ expectations in order to provide better quality
services.
Vision
Kitten’s Korner will be aimed at achieving enormous success in Los
Angeles. Kitten’s Korner will start with 60 kids but which will increase to 100+ in
future and within almost 10 years of development Kitten’s Korner will be a
leading center for kids and parents. Our main focus will be on realizing people in
Los Angeles with our importance. Better quality and reliability in services will be
provided to our customers and we expect to enhance our wellbeing and growth in
coming years. Diversity of quality services will be our identity. We are looking
forward to enhance the welfare of our valued customers, investor and the welfare
of economy of Los Angeles.
Mission
Kitten’s Korner will achieve a position for which it will be well known not
only for its business but also for its contribution to health and educational sector,
society, environment and country as well. Kitten’s Korner will try its best to
contribute significantly to guarantee infants and children up to 12 years to have
access to knowledge and get quality service to ensure better physical and mental
development. Kitten’s Korner wants to be the choice of everyone especially
mothers in Los Angeles. Employee welfare will be of significant worth for our
success. All the employees will be treated fairly with utmost respect.
Kitten’s Korner will not only provide kids with interesting fun activities but
will also provide opportunity of learning and along with that consultation to
mothers and employees for households and other services.
Kitten’s Korner dedicates its efforts and resources towards ensuring top
rated care service, fun and educational and learning services with high quality
based services environment at customer’s homes tailored for children within the
age group of 2-12 years. Kitten’s Korner will respond to needs of its parents and
children with excellent care, fun and education giving along with advanced
curriculum, flexible fun programs within the houses of kids. Kitten’s Korner has a
strong commitment to accessibility and diversity and its open door policy embraces
all those who desire to provide a better quality of care, preparedness, fun and basic
knowledge for their kids which they are unable to provide due to lack of time.
Kitten’s Korner works to provide affordable, first class care and broad range of
integrated programs and services and innovative fun involved learning approaches.
Kitten’s Korner will be committed to taking a leadership role in providing daily,
weekly, and monthly child care services at their respective homes.
Objectives
In future we would expand our business by providing various diversified
services for children including play group and kinder garden school
facilities.
After meeting demands of our current area we would expand our business in
other area within the city in near future depending upon the success of
business.
Customer responses will be valued with more interaction and their feedback
and suggestions will be implemented for benefit of our business.
Mass marketing strategy will be adopted in order to make business popular
among customers.
Diversified services will be provided to different target population and
pricing strategy will vary depending on income level of customers.
Improved and intellectual activities will be introduced for physical and
psychological development of kids up to 12 years age. Modern technologies
involved at home activities for knowledge enhancement will be introduced.
We will try to diversify our services to kids ranging from 2 to 12 years old
including various cultural and educational activities that can be performed in
home.
Operational plan
Employee Management
All of the employees for work will be hired through online form where they
will fill their skills and expertise and then there will online interaction with them in
order to check their eligibility for job and after complete confirmation they will be
given their jobs at required places certainly.
The employees hiring will depend upon the demand and number of kids to
be attended and their timings. Likewise the minimum requirement for education
from the employees is HSC so that they can easily cope with kids from age of 2
years to 12 years.
Building
As the business will be run by a single owned person from her house so that
will be used as the building for business and no other expense will be required for
business.
Time Schedule
We will give service to our customers from 8 am to 6 pm and over time
someday as if the mothers are busy somewhere even after 6pm and cannot reach
home our employee will be there with kid.
Consultations
Kitten’s Korner gives parents access to one one phone or in person
consultations for anything parenting related.
Pricing:
Phone Consultations: 45 mins @ $35.00 In-Person Consultations: Start at
$150.00 and includes customized plan and follow up phone call.
Kare 4 Kids
Kare 4 Kids is our professional childcare agency. Our service is affordable
and we go the extra mile to match you with a caring professional that will supply
all your childcare needs. Services includes:
A Confidential Consultation with an Experienced Placement Counselor to
Discuss Your Family’s Needs
A Customized Job Description
Dedicated Support by our Expert Staff throughout the Entire Placement
Process
Extensive Candidate Screening including Reference Checks, Employment
Verification, Personal Interviews, and Internet Screening
In-House Scheduling of All Interviews, Plus Detailed Interview and Hire
Guidelines
Once an Offer of Employment has been Extended and Accepted, a
Comprehensive Background Check will be conducted and includes:
Criminal History Search, Social Security Number Trace, and Motor Vehicle
Report.
A Professionally Drafted Employment Agreement Personally Tailored to
Your Household
Verification of CPR/First Aid Certification
Enrollment of Your New Hire with TrustLine (Required by CA State Law)
Basic: $500/month
Personal interviews with up to 10 pre-screened candidates Plus: $750/month
Personal interviews with up to 20 pre-screened candidates Premium Plus:
$1000/month
Personal interviews with an unlimited amount of pre-screened candidates.
We ensure
We have selected Los Angeles area for providing at home care to kids.
It stands near housing places of majority mothers.
Positive role of caregivers and staffs.
Secure and clean and hygiene focused employees
Flexible time schedules where children can be provided better services
Quality school readiness program
Developmentally appropriate, safe, attractive, and colorful toys and leaning
materials
Regular checklist to monitor personal health, hygiene and development for
kids
First aid box for care of minor injuries always with employees
Provision for consultation with parents and inclusiveness
Market analysis and forecasting
Social
The market is divided into groups focusing on age, family size, family
lifestyle, income, occupation, generation and social class.
Economic trends
The number of working mothers is increasing in California and the
importance of day care for kids is increasing day by day due to changing lifestyle
of population, economic climate and increase of products variation in market.
Market Segmenting
In a family if parents are working couple then someone other than an immediate
family members cares the child during some proportion of each day. Single parents
who need somebody to take care of their child but don’t want to leave them at day
care centers face a lot of problems in going to their work. Parents spend most of
their income on their children in order to give them a comfortable life. Nowadays
most of families are either nuclear families or single parents. Those people usually
have family size of either 3-4 or 2-3. Kitten’s Korner will provide the caretaker at
home services in all the residential area of nuclear and single parent families of
Los Angeles. The market has been segmented basing on level of income of
customers.
Middle Class
Middle class people the largest part of our society are always in move to change
their lifestyles. With increase in income level, these people are demanding quality
of care services to their kids in their absence and Kitten’s Korner would be
committed to fulfil the desire of parents through proper child care and share with
their children in physical and mental development at their homes.
Upper Middle Class
Upper-middle class population in Los Angeles can easily afford Kitten’s Korner’s
day care services for their child at their homes. Even with the growth of various
industries and enrollment in higher education, it becomes very hard to put their
children at day care center or afford a maid servant well qualified to meet the
needs.
Upper Class
Upper class section of our society is very much concerned to get quality
services and provide best guidance to their children. Kitten’s Korner would be
established to develop early years of child’s life by helping him/her in formation of
better personality, social behavior and intelligence.
Like in all other industries, segment marketing will allow the Kitten’s Korner to
fine tune its service offerings and price its service offerings and price it
appropriately for target segment and will also allow it to have a clear picture of its
competitors.
Target Market Segment Strategy
The target market for Kitten's Korner is full-time working couples, neutron
families and single parents. Referral marketing is the key type of marketing
strategy utilized. Maintaining and further enhancing its reputation in the
community is crucial to gaining additional market share of this target market.
Service Business Analysis
The child care business is lucrative, as mentioned before. There are many centers
that provide quality care for children in the same area as Kitten's Korner. The child
care industry is split between large, commercially-run centers and smaller, locally-
owned centers. Kitten's Korner will compete with the small care centers, this is
where the main competition lies. The company is confident that this will be a
successful venture because of the quality of its managers and the capability of its
Care Staff it is going to provide to mothers in order to take better care of their kids
at homes in their absence.
30%
25% 25%
20%
18% 18% 18% 18% 18%
15% 15% 16%
14% 13% 14% 14%
13% 13%
12%
1 2 3 4
Competitive Analysis
1. Carousel Day Care
Already established day care center in market providing kids better services at a
certain location but may not appeal with middle class families. Provides only
services at their center.
2. Russian Child Day Care
Already established child care center but only limited to help children stay
connected to Russian.
Only focused on children from 6 months to 5 years. Parents are supposed to
drop their children at day care center.
3. Faith Christian Day Care
Already established day care center focusing on kids from the age of 5 to 11
years and thus demanding parents to leave their kids away from home at their
center. Outside middle income market.
SWOT Analysis
Internal factors
Strengths
1. At your home
The main strength of Kitten's Korner will be providing all the care and educational
services at the home of customers instead of making mothers leave their kids at
centers which creates extra burden for them.
2. Pre schooling facilities
The Kitten's Korner will provide kids with knowledge and education that is
required before going to school.
3. Motherly care
The hired staff by Kitten's Korner will provide the same motherly care that a child
expects from a mother and the care taker will take extra care of kids.
4. Physical checkup
The care takers will take physical checkup of kids on routine basis in order to
confirm mother’s better health of their kids.
5. Safe and secure
Having a care taker at home will make mother feel safer and secure regarding their
kids as compared to leaving them on a center which will be strength of our
business.
6. Home environment
As the kids will get a care taker at their own house so they will be provided with a
at home environment instead of an artificially developed environment.
7. Home prepared hygienic food
Being at homes Kitten's Korner’s care takers will provide kids with food healthy
and hygienic prepared as per instructions of mothers and doctors which will make
mothers feel more comfortable.
8. No transportation pick and drop problems
As when the care taker from Kitten's Korner will come to provide services at home
thus mothers burden of leaving kids at day care centers and then going for job and
likewise searching for a day care center close to office will end.
Weakness
1. Lack of familiarity of people about home child care
People are familiar with child care centers where they drop their kids in order to let
them not be lonely when mothers are at job and for them at home will be
something new.
2. Complexity in financial management
Finance matters are quite complex and startup budget is not that up to mark.
External factors
Opportunities
1. Less competition
For at your home day care services there is sort of very little competition which is
a great opportunity for business to progress.
2. Increasing number of working women
Number of working women in Los Angeles is increasing which is great
opportunity to be used.
3. Increasing number of nuclear families
As number of nuclear families is increasing day by day Kitten's Korner can use
these for progress of business.
4. Increasing number of single parent
The increasing number of singe parents in Los Angeles will be a great opportunity
for business.
5. Social promoting at homes
The will be a great opportunity of marketing through word of mouth while working
at homes.
Threats
1. New entrants threats
The idea is new and there is great threat from other businesses to enter the same
market.
2. Supplier bargaining power
There can the possibility of great threat from the suppliers which can influence the
business.
Critical risk segment
1. Uncertain sickness of a child
2. Difficult to gain trust of guardians
3. People not aware of at home day care
4. Low interest of customers in such service
5. Carelessness of employees
6. Insufficient capital
7. Chances of damage to private property of customers
Promotional Activities
Poster and Banners
Radio
Local newspaper
Word of mouth
Facebook
Instagram
Twitter
Local TV Channel
Website: www.kkparentsplace.com
Marketing objectives
Kitten’s Korner targets new and growing market but our basic target market did
not have a loud and strong voice in society even when their roles are gradually
evolving and changing. Kitten’s Korner hopes to achieve following objectives
through marketing plan.
Identify correct market for business
Determine what they expect from a at home day care
Communicate value proposition to market
Assess business position in market
Assess effectiveness of promotional strategy
Increase equity of customers
Attract other closer market segments
Financial Segment
Kitten's Korner the Parents Place
Balance Sheet
For 5 Years
Balance Sheet Year 1 Year 2 Year 3 Year 4 Year 5
Non-current Assets
Receivables - - - - - -
Inventory - - - - - -
Trade Payables - - - - - -
Other payables - - - - - -
Total Current
Liabilities - - - - - -
Equity
Share Capital - - - - -
Interset 80 79 78 77 76
107,22
Net Profit 36,530 46,209 60,902 79,352 0
Changes in inventory - - - - -
Changes in receivables - - - - -
Chnages in payables - - - - -
Cashflow after working 108,52
capital changes 37,830 47,509 62,202 80,652 0
108,52
Opearing cashflows 35,797 47,509 62,202 80,652 0
Investing Cashflow
CAPEX (7,000) - - - -
Cashflow from
investing cashflows (7,000) - - - -
Equity injection - - - - -
Debt - - - - -
Cashflow from
financing activities - (2,202) (2,385) (2,583) (2,797)
105,72
Cashflow changes 28,797 45,307 59,818 78,069 3
146,92 224,99
Opening cashflow 13,000 41,797 87,104 1 0
Equity injection - - - - -
Debt
- - - - -
Cashflow from
financing activities - - - - -
108,52
Cashflow changes 28,797 47,509 62,202 80,652 0
138,50 219,16
Opening cashflow - 28,797 76,306 8 0
Equity Requirement
Closing Cashflow
Position 28,797 47,509 62,202
Minimum Cash
Required - - -
Cash shortage excluding
minimum cash - - -
Funding Required - - -
Sensitivity Analysis
With sensitivity analysis we can reach the goals or target points when NPV
is positive. In our project when NPV is 236,152 and it is positive whereas IRR is
568% and Payback period is 1.20.
Conclusion
Traditionally child care responsibilities are with parents and with new social
mobility women are increasingly working or getting divorced and far away from
their families. With increasing economic problems both male and females are
supposed to work and in that situation working mothers cannot take care of their
kids easily especially after their leave period of 3 months ends.
Kitten's Korner exists to support mothers by providing child care takers at
their homes with specifically designed sessions which will be beneficial for kids to
have fun and learning at their homes in absence of their parents and will eventually
learn all of those things at their homes which their parents were supposed to teach
them. The basic scope of our business to help mothers by solving their problem of
being unable to take care of their kids after they leave for their offices. Kitten's
Korner will be a good prospect and we are looking forward for every possible
support from all people involved in industry.