Mini Miracle Daycare Business Plan

Mini Miracle Daycare
Business Plan
13.01.2021
Abdul Basit (45427)

Atique Amin (46288)
Javeria Khan (46028)
Maham Zafar (33943)
Muhammad Adil Bhatti (41354)
Shahzaib Khan Baloch (48402)
Ronald Raja (46187)
Tabinda Shabbir (46190)
Mini Miracle Daycare Business Plan
Contents
Executive Summary ....................................................................................................................4
General Company Description ....................................................................................................6
Company's Goals.....................................................................................................................6
Company's Objectives .............................................................................................................6
Company's Philosophy ............................................................................................................6
The Childcare Industry ............................................................................................................7
Short-Term Changes:...........................................................................................................7
Long-Term Changes: ...........................................................................................................7
Services ......................................................................................................................................8
SWOT Analysis ........................................................................................................................ 10
Strengths ............................................................................................................................... 11
❖ Professional Staff .................................................................................................... 11
❖ Onsite and Offsite Services...................................................................................... 11
❖ High-End Location .................................................................................................. 12
❖ Progress Chart ......................................................................................................... 12
❖ Educational Plans .................................................................................................... 12
❖ Diet Plan ................................................................................................................. 12
❖ Safety and Security .................................................................................................. 12
Weaknesses ........................................................................................................................... 13
❖ Availability of Trained Staff .................................................................................... 13
❖ High Setup Cost ...................................................................................................... 13
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❖ Location Challenge .................................................................................................. 13
❖ High Training Costs ................................................................................................ 13
Opportunities ........................................................................................................................ 13
❖ Workforce Evolution ............................................................................................... 13
❖ High Demand .......................................................................................................... 14
❖ Extended Working Hours ........................................................................................ 14
❖ Bi-Monthly Meetings .............................................................................................. 14
❖ Parent Consultation ................................................................................................. 14
Threats .................................................................................................................................. 14
❖ Existing Competitors ............................................................................................... 14
❖ High Admission Costs ............................................................................................. 15
❖ Location .................................................................................................................. 15
❖ Maid Services .......................................................................................................... 15
Grasping Opportunities ......................................................................................................... 15
Overcoming Threats .............................................................................................................. 17
Unique Selling Point ................................................................................................................. 18

Marketing Plan.......................................................................................................................... 19
Introduction of the Market ..................................................................................................... 19
1. Target Market:......................................................................................................... 19
2. Market Needs .......................................................................................................... 20
3. Trends ..................................................................................................................... 21
4. Growth .................................................................................................................... 21
Marketing Strategies ............................................................................................................. 22
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a. Mission/Vision ............................................................................................................ 22
b. Promotional Strategy ............................................................................................... 23
c. Pricing Strategy .......................................................................................................... 24
d. Financial Objective.................................................................................................. 27
e. Sales Strategy ............................................................................................................. 28
Operational Plan........................................................................................................................ 29
a. Production ...................................................................................................................... 29
b. Location ......................................................................................................................... 30
c. Cost Estimation .............................................................................................................. 30
d. Legal Environment ......................................................................................................... 30
e. Personnel ........................................................................................................................ 30
f. Managing Account Receivables ...................................................................................... 31
g. Managing Account Payables ........................................................................................... 31
Management and Organization .................................................................................................. 32

Organizational Chart ............................................................................................................. 32
Start-Up Expenses and Capitalization ........................................................................................ 33

Fixed Assets .......................................................................................................................... 33
Staff Training ........................................................................................................................ 33
Staff Salaries ......................................................................................................................... 33
Cash Required for Operations................................................................................................ 34
Capital In Hand ..................................................................................................................... 34
Personal Financial Statement..................................................................................................... 35

Start-Up: ............................................................................................................................... 35
Appendix .................................................................................................................................. 38
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Executive Summary
Mini-Miracles Day Care, located at DHA is a new, upscale daycare focusing on offering a safe,
play-based, nurturing environment to promote the physical, social, emotional, cognitive and
creative development of children and infants through five years of age. The goal is not simply to
look after our client’s children while they attempt to prioritize their various other time
commitments, but to truly facilitate the advancement of young minds and bodies during critical
years of development.
Mini Miracle Daycare provides premium childcare services to children from infants to
kindergartens. While providing care we also enhance the child’s social and intellectual skills
through educational & several extracurricular activities. We are also offering “Nanny Hiring”
services for those parents who do not want to send their children to Daycares. For nanny hiring
services, our management will do all the necessary checking to give you the best nanny/maid for
your needs. Mini-Miracles Day Care will be staffed with qualified nannies and caretakers who will
act as facilitators and teachers. The education curriculum will be based upon the principle that
preschoolers learn and develop best through carefully supervised play with educational materials.
The environment will provide stimulating, challenging materials, experiences and equipment for
children. Each child will have the opportunity to grow emotionally, socially, intellectually,
creatively, and physically.
The business will primarily be targeting those parents who feel the need of Daycare services for
their children. They be working parent, single mom/dad, females who experience early
motherhood and feel a need of support in upbringing their kids. The complete demographics of
our target customers is detailed in our plan.
Mini-Miracles Day Care is led by Ronald Raja, he is an enthusiastic, professional and talented
person who believes in creative upbringings of children. While Ronald has never run a daycare
facility himself, he owned and runs a private school for 10 years. As such, Ronald has in-depth
knowledge of the managing business including the operations side (e.g., running day-to-day
operations) and the business management side (e.g., staffing, marketing, etc.).
Mini-Miracles Day Care is uniquely qualified to succeed due to the following reasons:
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• There are currently no upscale daycare centers in the community that are also offering
Nanny Hiring services. In addition, the Day Care industry is gradually growing in Pakistan.
So, establishing this company at this moment will be giving a boom phase to both industry
and our business.
• We have surveyed the local population and received extremely positive feedback indicating
that customers would be highly receptive to our services once operations are launched.
• Our location is in an area with many high-income families that include a significant number
of business professionals. This means that the customer demographics indicate that
individuals have the financial means and the prerequisite demand for our company to thrive
in DHA.
• Parents are becoming increasingly concerned regarding the development of their preschool
age children. Studies indicate that from conception to age three or four is when the brain
matures and personality develops, and when psychological and social patterns of bonding
with primary caregivers and the community at large are established. For this reason, many
high-income parents are willing to pay a premium for truly quality services that will foster
a comfortable and nurturing environment for their children to develop.
Mini-Miracles Day Care is currently seeking 1,835,000 to launch. Specifically, the notable
pointers regarding financials are as follows:
• Owner’s Cash: 835,000/= PKR

• Investor’s Funding: 500,000/= PKR
• Long-Term Loan: 500,000/= PKR
• Start-up Expenses: 685,000/= PKR
• Start-up Assets: 1,150,000/= PKR
• Total Funding Required: 1,835,000/= PKR
Our Lean Canvas Model Vlog link: https://youtu.be/JG_d5i-Hkno
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General Company Description

Mini Miracle Daycare is a start-up program that will not only house a Daycare but also provide
certified nannies for hire. The mission of the company is to make lives easy for working or single
mothers and basically help families out where both parents have to work. In our Daycare, not only
children will get taken care of but they will also get help in learning early social skills. Basically,
the vision of the company is to make parents` lives easier while also enhancing the learning
capabilities of children at a very young age. Keeping in mind that many people cannot afford
Daycare charges, Mini Miracle Daycare will keep the prices affordable.
Company's Goals
1. We aim to gradually grow into one of the well-known Daycares in Karachi.
2. Mini Miracle Daycare wants to provide ease to the family that their children are in a safe
and learning environment.
3. We want to provide children a place where they can develop their social and motor skills
for a better future.
Company's Objectives
1. In the first year, the company's objective is to get 30-35 kids.
2. The second objective of the company is to double the sales of the first year and at least
become a recommendation for new parents.
3. Maintain net sales revenue by the end of the year 2022.
4. In the year 2024, the Daycare has grown enough that it can lease another campus.
Company's Philosophy
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1. Mini Miracle Daycare’s philosophy is to not discriminate against any child or employee
based on race, gender, or religion.
2. Every child is different so we want to value and develop each child's strength, skills, and
interests.
The Childcare Industry

The Childcare Industry in Pakistan is growing but very gradually. As more mothers are seeking
work or going back to work after their maternity leave is over, they are turning towards Daycares.
In the past families used to live in a joint system where either the mother had to leave work to care
for the children or she could leave her kids with the grandparents. But even in Pakistan, the trend
of nuclear families is rising where both partners have to work to make ends meet. From the time
they are born till the age of 5, children need constant monitoring. While many organizations are
required by law (Act of 2018) to have an in-house Daycare for the ease of female employees, only
a few of them comply with this law. So, women have to seek Daycare outside of their workspace.
As the industry is growing, they are many short-term and long-term changes it will bring to the
country.
Short-Term Changes:
1. As Daycare centers will be more common it will give parents the confidence to leave their
children in their care
2. More organizations have in-house Daycare which will be beneficial to the mothers. They
can check on their children while they will be on their lunch break.
3. It will give more women the confidence to work and not leave their jobs after they have
kids. And also, the companies do not have to worry about hiring married women.
Long-Term Changes:
1. Daycares show sign of progression in a country which means in long run it will show that
Pakistan is progressing forward.
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2. It will help children develop social skills at young age which in the end will make them
more confident and independent.
Services
Mini Miracle Daycare provides premium childcare services to children from infants to
kindergartens. While providing care we also enhance the child’s social and motor skills through
several extracurricular activities like arts and crafts, reading, games, dancing, etc. On starting the
Mini Miracle Daycare will be providing these services:
- Full-day child care (8 AM to 9 PM through Mon to Sat)

- Part-time child Daycare services (7 hours)
- Help in early child development
- Nanny/maid hiring services
These services might change in due time when the customers increase (might include pick and
drop services and after-school programs). The initial children to be accepted will be from age 8
months to 5 years old.
All of the services will be provided by prior trained staff that further will be taught safety
precautions for first-aid and disaster training. Infants will be assigned to trained caregivers that
will provide them a loving and nurturing environment for their progressive growth. Toddlers and
kindergartens will be provided a learning environment so they can be developed from a young age
for higher learning.
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Figure 1. Pricing Packages For Parents
Those parents that do not want to send their children to Daycares can opt for our nanny services.
For nanny hiring services, our management will do all the necessary checking to give you the best
nanny/maid for your needs. There will be three tiers of helpers provided to you.
Table 1 Tiers Of Nannies That will Be Provided To The Parents
Type Services Provided Expected Salary
Tier 1: Nanny - Babysitting - 15-16,000 PKR

- Caregiving
- Taking care of all
child-related chores
- Helping the child with
homework
Tier 2: Nanny/Maid - Babysitting - 30-35,000PKR

- Cleaning
- Cooking
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- Housekeeping
- Children related
chores
- Work for 7-8 hours
Tier 3: Full-time Nanny/Maid - Babysitting - 40-45,000PKR

- Cleaning
- Laundry
- Cooking
- Housekeeping
- Work for 10-11 hours
Through the choices above the mothers can hire the type of nanny she needs which will come to
their house to help them.
SWOT Analysis
As an entrepreneur, it is important to realize that entering a new business can often lead to various
risks, unforeseen investments, expenses, and competition that can pile up to new challenges for
entrepreneurs. If an organization is not prepared well to tackle these new challenges, then certainly
they are damned to fail.
Thus, Mini Miracle Daycare needs to conduct a detailed SWOT analysis to make sure that this
organization is ahead of its competition, knows what works best for it, and which areas need
growth and improvement.
In this research, we will be focusing on the Strengths, Weaknesses, Opportunities, and Threats that
Mini Miracle Daycare is ought to experience.
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Figure 2 SWOT Analysis of the Daycare
Strengths
❖ Professional Staff
1. Mini Miracle Daycare is focused on hiring professional staff.
2. The Organization Offers Certified Trainers that specialize in Child Psychology and
Behavior
3. Mini Miracle Daycare Staff is trained in CPR, Fire Safety, Basic First Aid, and Emergency
Protocols
❖ Onsite and Offsite Services
We will not only focus on onsite Daycare services but offsite as well.
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❖ High-End Location
Mini Miracle Daycare will be located in DHA, with a prime location, two-floor setup, and
200 square yards of building space.
❖ Progress Chart
Each student/child is given a personal ID and Progress Chart, that can be monitored by the
parent on the website.
❖ Educational Plans
Despite being of such a young age, we implement educational plans for children of the
same age group. Such as team-building activities and games, age-appropriate, educational,
and constructive toys.
❖ Diet Plan
Children require special care in terms of food intake. Thus, Mini Miracle Daycare will
focus on providing kids with nutritional, hygienic, and specialized meals throughout the
day.
❖ Safety and Security

1. 24/7 Camera Monitoring, access provided to parents on request.
2. Covered plugs, wires, and outlets.
3. Matted Floors, for softness and comfort.
4. Covered Edges, Door Locks, and Barricaded Access Ways
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Weaknesses
❖ Availability of Trained Staff

1. It might be quite a challenge to find trained and certified staff.
2. Certified Staff costs a higher salary.
❖ High Setup Cost
Initial Setup can cost a lot of rupees in terms of upfront cost for location, fixed cost, and
variable cost.
❖ Location Challenge
Working Class people can have a hard time dropping of Children at the location if they are
located far away from Mini Miracle Daycare.
❖ High Training Costs
Training new employees can certainly be a challenge and costly. With handbooks, onsite
training, and offsite training provided adequately, costs could certainly be a problem.
Opportunities
❖ Workforce Evolution
With more and more couples working full-time, including the women of Pakistan. It is
becoming a challenge to take care of kids with proper nurturement, nutrition, and
educational growth.
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❖ High Demand
More and More Educated people are moving away from traditional maids and opting for
professional agencies. Due to the change of mentality and realization of mental growth for
kids of such ages.
❖ Extended Working Hours
8 AM to 9 PM services means that we can manage different work timing for parents. So,
that more parents can easily sign their children up.
❖ Bi-Monthly Meetings
1. New Parents are often in need of meeting each other for consultation, advice, social
activities, and so on, thus bi-monthly gatherings can open doors for new parents to socialize
with each other.
2. Bi-monthly Child Report handed to Parents, with growth tracking.
❖ Parent Consultation
1. Exclusive Parent Consultation with a recommended pediatrician.
2. Doctor’s Recommended Diet Chart
Threats
❖ Existing Competitors
1. Existing Competitors can give new businesses a run for their money.
2. DHA already has Daycare Centers that are a household name.
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❖ High Admission Costs
High Admission costs can certainly be a turnoff for many parents that cannot afford such
a fee.
❖ Location
Singling out a location means that a lot of people from other areas might find it difficult to
drop their kids off on the way to work or so on.
❖ Maid Services
Pakistani Culture is fixated on hiring private maids, that often end up caring for Children
as well, these services can cost cheaper even though it lacks the special care that children
of that young age need.
Grasping Opportunities
● The rate of Salaried women in Pakistan has been increasing since 2010 and shows that
more women are inclined towards an 8-hour office job, the below survey has been
conducted by http://www.pbs.gov.pk/
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● Also, the rise in expenses has forced married couples to work full-time than the traditional
male working culture, to make ends meet. This means, that more people are looking for
Daycare services in the nation, and the trend does not seem to slow down anytime soon.
● Pakistan’s Population Growth Rate also proves that Daycare popularity has been on a rise
with the newborn babies growing up and needing educational development according to
Statista
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● With the Education Rate growing in the nation, newly married couples are opting for child
counselors and consultants, and Mini Miracle Daycare wants to grasp this opportunity and
provide these services for couples as well.
Overcoming Threats
● DHA is a location where many people have invested in such specialized services, Daycares
are becoming popular and everyone wants a piece of the cake. Though this is where our
USP comes into play, with online tracking, reporting, and digitizing progress, growth, and
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educational achievements we tend to provide a modern, international standard-based

Daycare service.
Our Competitors could be:
1. Dr. Sofia’s Daycare and Learning Center

2. Playhouse
3. Tiny Hands and Feet Daycare
● Our High Admission costs certainly mean that we are targeting an elite set of customers
that are willing to pay a premium price for a premium service. This is where our location
plays a crucial role. Having a center setup up in DHA means that we can target the exact
customers that can pay such a premium price!
➢ Though, poverty rates are getting higher in the nation, meaning that most kids and
their parents will not be able to afford such luxurious Daycares.
● In Pakistani culture, it is a trend to keep housemaids, especially the elite class who have
their personal workers that have been working with them for years, if not generations. Thus,
most people tend to trust house maids better. But our Outhouse services means that we are
willing to send specialized workers directly to the parents who can afford them, which can
certainly help us garner attention over traditional maids due to the educational gaps.
Unique Selling Point

● A USP is the heart of the business, it simply refers to the service or product that sets you
apart from the competition.
● Mini Miracle Daycare is focused on International Standards that inevitably increase the
quality of the services that we are offering rather than what the competition can cough up.
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● Mini Miracle Daycare is focused on following national and international guidelines

authorized by the government for a functional Daycare:
➢ https://wdd.punjab.gov.pk/system/files/GUIDELINES%20AND%20STANDAR
DS%20FOR%20DAY%20CARE%20CENTRES%20%28final%29.pdf
➢ https://www.Daycare.com/washington/washington-Daycare-family-licensing-
requirements.html
● Digitization of the facility:

➢ Online Portals
➢ Nutritional, Physical, and Mental Growth Monthly Reports
➢ Early Education System
➢ Language Learning Programs (English)
➢ Educational Toys
● Quality Assurance
➢ Healthy and Sanitary Regulations
➢ Age-Appropriate Toys
➢ Safe Playground, Classrooms, and facility
Marketing Plan
Introduction of the Market
1. Target Market:
A target market is a group of potential clients/customers to whom an organization is involved in

selling its goods/services and directs its marketing efforts. In the formulation of a Marketing
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Strategy, defining a target market is an important phase for any organization. However, for Mini
Miracle Daycare, the target market is Dual-Income family, Single Mom/Dad, and Separated
Couples among which a Daycare need for their children has been created. Also, females who got
married at young ages, experiencing Early Motherhood, and feel a need for support in raising their
kids.
Demographic
Identifying the targeted customers, their characteristics, and their geographic locations, otherwise
known as their demographics is the main element of starting a new business. For Mini Miracle
Daycare, the demographic profile of its target customers would be:
AGE GROUP 19-24, 25-40 & Under 20 (In case of Early

Motherhood)
GENDER Female & Male - Both
READINESS Interested, Desirous, Intending to buy

STAGE
LOCATION DHA & nearby prime location of the corporate hub
SOCIAL CLASS Middle-Class, Upper Middle-Class & Upper Class
INCOME LEVEL 50,000 PKR or above (Monthly)
Table 2 Target Market Table
2. Market Needs
As women enter the job market, the demand for child care services is increasingly growing and
the traditional position of full-time mother and housewife is gradually decreasing. To date, the
most rapidly rising segment of the paying workforce is working mothers - whether in single or
two-parent households. Having a day to day increase in inflation, the average Pakistani family now
needs dual or supplementary incomes. This trend has generated a need for quality child care
facilities.
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The graph below shows the female workforce participation rate in Pakistan providing data from
1990 to 2020. Here you notice the rapid increase in the female workforce participation rate.
3. Trends
There are an increasing number of families who have become dependent on two incomes, which
has created the necessity of the child care industry. Increasing need means that there are more
children that are in need of a safe enriching place to go. We do not see this trend changing in the
foreseeable future. In fact, based on the growth in the female workforce participation rate, we
expect the need to increase.
4. Growth
The recent participation rate for women is 22.18%. The road map for Pakistan's development
Vision 2025 seeks to raise women's participation from its current percentage level to 45% by 2025.
The roadmap is an ambitious goal. The participation of women in the workforce is growing
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throughout the world, but significant challenges remain. Multivariate work-force survey research
over time indicates that the involvement of women in the labor force, even after the influence of
other similar factors, is largely connected to married life. More than 50% of urban and rural people
and about 70% of all women who participated in the Labor Skills Survey 2013 decided on the need
to encourage married women to work outside the home. These highlighted factors suggest an
obvious rapid growth for Mini Miracle Daycare with a potential customer base.
Marketing Strategies
a. Mission/Vision
Goals for a business are destinations where you want your business to be. They help you to remain
concentrated and prevent stagnation in your company. With a Mission Statement “To Create a
Significant Difference in a Child’s Life” Mini Miracle Daycare would keep moving forward
with achieving the business goals and setting the stage for continued progress.
i. Short-Term Goals
A short-term goal is something that you want to achieve quickly and will accomplish in a
period of 12 months or less. For Mini Miracle Daycare we set our short-term goals as:
● To develop and maintain a strong customer base
● Consistently improving the customer satisfaction score
● Bringing the business to 35 different families
● Create some special offers other than the basic plan
● Incorporate a new feature in our services to rise above the competitors
● By improving productivity, achieve a 15% net profit margin
ii. Long-Term Goals
Everything you intend to achieve in the future is a long-term goal and it takes strong
planning, preparation, and time. As Mini Miracle Daycare set its long-term goal for the
next 3 years as:
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● To become the market leader in Daycare business

● Work on brand recognition and create a stellar reputation
● Bringing the business to 100+ different families within 3 years
● Acquiring/buying the DHA Bangalow
● Double the sales and net profit margin by year
● Expand Business – Open two campuses within 3-5 years
b. Promotional Strategy
Mini Miracle Daycare expects its target market to be parents who are usually working
professionals. The company will be promoting its services by every means of Promotional Mix
and is aimed to educate, persuade, or remind the target audiences of services we provide. The
company’s promotional strategy to reach these individuals will include:
i. Direct Mail
Mini Miracle Daycare will distribute direct mail fliers to neighborhoods surrounding its location.
These pieces will provide general information about Mini Miracle Daycare, offers,
features/benefits, discounts/or other inducements for people to frequent the company.
ii. Public Relations:
The new venture team of Mini Miracle Daycare will be personally promoting the business using
direct contacts and links. Also, the company will contact all local and area newspapers and
television stations to tell them about the opening and unique value proposition of Mini Miracle
Daycare.
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iii. Advertising
Mini Miracle Daycare will initially advertise in local newspapers and sponsor community events
in order to gain awareness. The company will be using every possible channel of advertising
including:
● Paid search advertising

● Social media advertising (Facebook, Instagram & LinkedIn)
● Native advertising
● Display advertising (TV & Videos)
● Print advertising (Newspapers, Sales brochures & Posters)
iv. Ongoing Customer Communications
Mini Miracle Daycare will maintain a website and publish a monthly email newsletter to tell
customers about new events, products, and more. Moreover, the website not only encourages the
customers to have an idea about the location and place, but it will also give them a chance to have
an in-depth view of the quality and service level offered by the company. Our website would be
mainly informative and reflects Mini Miracle Daycare physical selves on a digital basis.
c. Pricing Strategy
Mini Miracle Daycare primarily utilizes competition-based pricing, because they believe that the
most valuable customer is not influenced by discount programs; instead, they focus on the best
quality end results which require specialized care from the workforce at all levels of the Daycare
service. Mini Miracle Daycare will segregate children into different age groups ranging from eight
months to five years. The Company will charge a flat rate of 15000/= PKR per child monthly to
all children for full-time care regardless of his/her age. This fee can be considered very competitive
with high-quality care. The Company also aims at giving different % discounts in the form of
special offers & customer rewards.
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i. Renting A Place or Buying A Place
Mini Miracle Daycare will be renting a prime location of 200 square yards bungalow in DHA,
with two-floor setup and parking space. With a monthly rent of 120,000/= PKR (rates according
to the sources Zameen.pk & local agencies). Also, keeping in hand the first 3-months advance rent
of the bungalow (counting in as start-up expenses).
ii. Promotional Budget
The company will be spending 15,000/= PKR as promotional budget/expenses for the first 2
months. Gradually decreasing the promotional budget to 10,000 till 5000/= PKR monthly for the
next 3 to 6 months period.
iii. Utilities
The monthly Utility expenses of Mini Miracle Daycare will be 50,000/= PKR for a two-floor setup.
Breaking up into:
● 25,000 PKR for Electricity

● 7,000 PKR for Gas Bills
● 10,000 PKR for PTCL & Internet connection
● 8000 PKR for Monthly Maintenance
iv. Safety Protocols and Implementation
Giving a safe environment to the children is one of the most important step in any childcare center
especially during these recent events. For safety protocol these measures will be taken:
• Child Proofing all the rooms

• Making sure all the toys and stationery are safe for kids under the age of 6
• Sanitizing stations will be installed in all of the rooms
• Fire extinguishers will be kept in all the rooms
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• For incase of an emergency it will be made sure that there is an fire escape
• Teachers and nannies will be provided will health and safety training.
v. Daycare Packages
Mini Miracle Daycare would be exclusively offering their Daycare plans and packages. Each plan
would have different prices, timings, and benefits giving a range of options to customers. So that
they can select any package according to their unique needs.
● Monthly Package: 15000/= PKR, Full-Day (8 am – 9 pm), Monday to Saturday, Meals &
Educational plans
● Half-Day Monthly Package: 10,000/= PKR, Half-Day (8 am – 2 pm), Monday to
Saturday, Meals & Educational plans
● Daily Package: 3000/= PKR, Full-Day (8 am – 9 pm), Mon to Sat, Meals only
● Hourly Package: 800/= PKR, Mon to Sat, Meals only.
vi. Workforce Salaries
Mini Miracle Daycare will be spending 260,000/= PKR as Workforce Salaries for the first 6
months period. Breaking up into:
● Management Workforce: 25,000/= PKR for each Manager-level position including

Human Resource & Admin Manager, Finance Manager, Business Development/Marketing
Manager
● Executive-Level Workforce: 15,000/= PKR for each Executive-level position including
Security & IT Control Executive and a Customer Service Executive (cum admin assistant
for in-house work)
● Nannies/Caretakers: 18,000/= PKR for each Nanny/Caretaker position for 8 months to 3
years old children (3 positions initially)
● Teachers cum Nannies: 21,000/= PKR for each Nanny/Caretaker position for 3 to 5 years
old children (3 positions initially)
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● Nurse: 18000/= for the nurse who provides on-spot medical aid in case of any injury or
medical issue
● Cleaner & Peon/Office Boy: 10,000/= PKR for both Cleaner & Peon/Office Boy (cum
security guard).
d. Financial Objective
The Financial objective is the core component for a business highlighting the Revenues, Expenses
& Expected profit rate each year. The main financial goal is to make money, but financial goals
also often decide the amount necessary or needed and the timeframe for it, and how the money
will be spent. It also includes some general financial projection and an assumption about the
growth rate for upcoming years.
i. Total Revenue & Expenses:
The Company’s revenue structure has to support its expenses structures, and the cost of the salaries
paid to ensure quality services must be balanced by the fees we charge. Equaling the Total
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Expenses made with the Total Revenue generated, gradually giving us the increasing rate of profit
margins. We will expect to develop at least 35+ different families to be our clients. Projecting the
first year’s monthly revenue of 15000 x 35 = 525,000. At first 2-4 months we will be on break-
even gradually increasing the no. of clients till 35 and achieving the monthly sales forecast of
525,000 by year end. However, the Expenses or cost incurred would be 260,000 (salaries), 50,000
(Utility expenses), and 120,000 (Rent) giving a sum of 430,000. By having this projection we
would be able to achieve a 15% of Monthly Net Profit Margin rate by the end of first year.
ii. Expected Profit Each Year - Rate of Growth
The major revenue & cost drivers for the Mini-Miracle Daycare will be staffing, location
maintenance, assets, and food preparation. In the initial months of the first year, the company’s
marketing spend will be high, as it establishes itself in the market. So that the company may be at
break-even for the first 2-4 months. Gradually making profits and increasing growth rates. We
assume and aim to achieve a 15% net profit margin by the end of first year. Further seeking to
double the sales and net profit margin rate year by year.
e. Sales Strategy
The company’s sales forecast depends on establishing a loyal customer base who use Daycare
services. We expect a few committed customers “regulars” who will bring in more rewarding
business through word-of-mouth marketing. In order to achieve this kind of business, each
customer whether on the first visit or their hundredth will be treated graciously and with respect.
Part of our mission is to educate our customers about the Awareness of ever-increasing
competition in the Daycare industry; however, this must only be done in a respectful manner with
excellent customer service. Mini Miracle Daycare’s sales strategy includes:
● Hiring the best resources so that we always have a friendly, enthusiastic staff to make
customers feel welcome and appreciated
● Constant staff training to assure the best quality service, maintaining the customer base
● Receipt system to reduce customer waiting and create efficient fee receipts
28
● Create a free monthly awareness program for parents (So that the customers can bring their
contacts as well)
● Introducing Customer Rewards – Customers that introduces new customers will get a
reward of 10% reduced rates
● Solicit customer feedback to constantly improve and streamline the company’s operations
● Offering a flat 15% discount for the first month for new customers.
Operational Plan
Explain the daily operation of the business, its location, equipment, people, processes, and
surrounding environment.
a. Production
• Services produced and costs:
- Babysitting/Daycare services will be provided on the business site as well as on the
customer location
- Babysitting/Daycare service per month salary for 6 working days and monthly cost:
15,000/= PKR.
• Quality control:
- Same work dress for everyone which will cater the company theme
- Name tags on the uniform
- We will provide our worker with all the necessary things needed for the purpose (like
towels, tissues, napkins, diapers etc.).
• Customer service:
- A dedicated customer support representative will be available at the front desk for customer
queries and guidance
29
b. Location
• Amount of space: 200 square yard physical premises
• Type of building: Bungalow type (Two Floors)
• Zoning: In DHA
• Rented two floor bungalow
• Utilities: Electricity, Water, Gas, Telephone, Internet, PCs, Kitchen Utilities
• Easy walk-in access for the strollers
• Proper place of parking out the building premises
c. Cost Estimation
• 120,000/= for Rent
• 25,000 PKR for Electricity
• 7,000 PKR for Gas Bills
• 10,000 PKR for PTCL & Internet connection
• 8000 PKR for Monthly Maintenance
d. Legal Environment
• Employee Bonding: 2-year contract with employees to stay with the company
• Environmental Regulations: Neat, clean and tidy environment is required with proper
sanitization and safety implementations
• Trademarks: Company logo catering company name and theme.
e. Personnel
• Number of employees would be
30
• Labors are fully skilled and professionals with pleasant personality

• We will search for the right person with the help of Job portals, References & Contacts
• Quality of existing staff must be well educated, neat and tidy, well mannered, polite and
generous attitude, loyal with the job
• In house basic training sessions for the staff to provide a defined quality service to the
customers
• All of our employees will be hired on a contract
• Instead of suppliers, we have our workers who visit the customer location and provide the
service
f. Managing Account Receivables

Mini Miracle Day Care will not be dealing in any Account Receivables. As the company will not
sell any product rather, we are giving services. Usually, this type of educational, Daycare or
institutional services follows a prepaid rule or accrual basis i.e., getting money first and then
providing services. So, Mini-Miracle Day Care would not be having any concept of Account
Receivables.
g. Managing Account Payables

Mini Miracle Day Care will not be having any Short-term liabilities or Account payables as well.
As the company will not be purchasing anything. All the assets including office equipment,
furniture, play area setup etc. would be bought on cash. The company is only having one long-
term liability as loan. So initially, Mini-Miracle Day Care would not be having any short-term
liability.
31
Management and Organization

Mini Miracle Daycare comprises different management departments. The Top Management
includes Human Resources Manager, Admin Manager, Finance Manager, and Business
Development/Marketing Manager. These supervisors meet month to month and as important to
guarantee that the channels of correspondence are kept open that the middle gives the most
noteworthy consideration, schooling projects, and administrations to guarantee the feasibility of
the administration. Also, parents will be asked to be members of the Board where they will be
informed of all the changes or where they can give suggestions to better the standards of the
daycare.
Organizational Chart
Board of Management Janitorial

General Staff
Directors Team Staff
Nannies/Teachers Cleaning/Peon
Aministration
Nurse
IT/Customer
Security
Executive
Owners, Parents
And Investors
Marketing
Finance
HR
Figure 3 Mini Miracle Daycare Organizational Chart
32
Start-Up Expenses and Capitalization
Fixed Assets
Every business needs prior estimation before going to start their operations. Some of the major
expenses for any business would be its land and building, without having land and building
business can only happen virtually or on phone calls for any physically existing business land and
building is compulsory either it is in the form of any shop or a huge empire. Other than land and
building there are furthermore expenses for opening up any business that wholly depends what’s
the purpose of business and why it came into existence.
So, here in this case we are estimating our expense for Mini Miracle Daycare service. Land &
Building would be the place where the business going to run their operations from management to
give child caring services. Land and building are not only enough for business after land and
building organizations need some furniture and fixtures for their staff and in this business the
required furniture would be some kind of nursery for children which includes a playroom and
garden.
Staff Training
Staff training is very necessary because if the staff is not well trained and well behaved this would
affect kids' education and self-grooming. So, the staff training is necessary to see some great results
in the future.
Staff Salaries
Staff salaries are also very important to pay from the very first day from the operation of business,
this cannot be skipped anyhow. Staff salaries would include the salaries of Nannies, Managers and
all the other workforce.
33
To form any company either profitable or non for profit, organizations have to pay some kind of
taxes for coming into existence.
Cash Required for Operations

Not every expense of business can be made on credit. Business some cash in there for their
operations where banking cheques not work. The business has to use that cash for their operations.
Capital In Hand
No business can come into existence without having capital in hand, either this capital is invested
from the partners or someone has a business plan he might be finding any investors to invest in
this business. In this business investment is made by the Owner and the Investor with different
ratios quoted below. And the proposed loan they are going to take from any financial intuitions.
The loan amount as calculated is 500,000/= PKR. So, either it depends on the company they are
going to take a short-term loan or long-term loan. Short-term loans usually consist of only one
year, this loan should be payback within one year. Long term loans consist of usually life of more
than one year and it varies with the policies either it’s for ten years or five years. However, Mini
Miracle Daycare’s preference is to take funding from the long-term loans.
Start-up Expense 685,000

Start-up Assets 1,150,000
Total Funding Required 1,835,000
Owner’s Cash 835,000

Investor’s Funding 500,000
Loan 500,000
Amount to be capitalized 1,835,000

Table 3 Start-Up And Capitalization
34
Personal Financial Statement

Including personal financial statements for each owner and major stockholder, shows assets and
liabilities held outside the business and personal net worth. Owners will often have to draw on
personal assets to finance the business, and these statements will show what is available. Bankers
and investors usually want this information as well.
Start-Up:
● A personal financial statement is a document that details a person's assets and liabilities.
● Personal financial statements are often used by lenders to assess the net worth of loan
applicants.
● Lying on personal financial statements can result in hefty criminal penalties.
As reflected in the financial statement & balance sheet below, the estimated start-up costs will be
1,835,000/= PKR. These costs will be financed by the owners' personal cash funds and other assets
investments. An anticipated 7-year loan of 700,000/= PKR will be used as working capital. Future
expansion, growth and other campuses plans will be self-financed.
35
START-UP FINANCIAL STATEMENT
MINI MIRACLE DAYCARE
Start-up Expenses
Legal PKR.30,000
Stationery 15,000
Promotional Expense 15,000
Salaries 275,000
Insurance 20,000
Rent 120,000
Utilities 50,000
Playground Equipment 50,000
Playground Fence 30,000
Furnishings 50,000
Toys 30,000
Total Start-up Expenses 685,000
Start-up Assets
Cash In Hand PKR500,000
Other Current Assets 150,000
Office Equipment 200,00
Furniture & Refurbishments 300,00
Total Start-up Assets 1,150,000
Total Requirements 1,835,000

Table 4 Start-Up Financial Statements
START-UP FUNDING
Start-up Expenses to Fund 685,000

Start-up Assets to Fund 1,150,000
Total Funding Required 1,835,000
36
START-UP BALANCE SHEET

MINI-MIRACLES DAY CARE
Assets
Non-cash Assets from Start-up 650,000
Cash Requirements from Start-up 500,000
Additional Cash Raised 0
Cash Balance on Starting Date 500,000
Total Assets 1,150,000
Liabilities and Capital
Liabilities
Current Borrowing 0
Long-term Liabilities 500,000
Accounts Payable (Outstanding Bills) 0
Total Liabilities 500,000
Capital
Planned Investment
Owner - Cash 835,000
Other Assets Invested 500,000
Total Planned Investment 1,335,000
Total Capital 1,335,000
Total Capital and Liabilities 1,835,000

Table 5 Funding and Balance Sheet
37
Appendix
Appendix A
Figure 1. Pricing Packages For Parents ........................................................................................9
Figure 2 SWOT Analysis of the Daycare ................................................................................... 11
Figure 3 Mini Miracle Daycare Organizational Chart ................................................................ 32
Appendix B
Table 1 Tiers Of Nannies That will Be Provided To The Parents .................................................9
Table 2 Target Market Table ..................................................................................................... 20
Table 3 Start-Up And Capitalization.......................................................................................... 34
Table 4 Start-Up Financial Statements....................................................................................... 36
Table 5 Funding and Balance Sheet ........................................................................................... 36
38

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Mini Miracle Daycare

Abdul Basit (45427)

Company's Objectives .............................................................................................................6

Company's Philosophy ............................................................................................................6

The Childcare Industry ............................................................................................................7

Long-Term Changes: ...........................................................................................................7

❖ Professional Staff .................................................................................................... 11

❖ Onsite and Offsite Services...................................................................................... 11

❖ High-End Location .................................................................................................. 12

❖ Progress Chart ......................................................................................................... 12

❖ Educational Plans .................................................................................................... 12

❖ Diet Plan ................................................................................................................. 12

❖ Safety and Security .................................................................................................. 12

❖ Availability of Trained Staff .................................................................................... 13

❖ High Setup Cost ...................................................................................................... 13

❖ Location Challenge .................................................................................................. 13

❖ High Training Costs ................................................................................................ 13

❖ Workforce Evolution ............................................................................................... 13

❖ High Demand .......................................................................................................... 14

❖ Extended Working Hours ........................................................................................ 14

❖ Bi-Monthly Meetings .............................................................................................. 14

❖ Parent Consultation ................................................................................................. 14

❖ Existing Competitors ............................................................................................... 14

❖ High Admission Costs ............................................................................................. 15

❖ Maid Services .......................................................................................................... 15

Grasping Opportunities ......................................................................................................... 15

Overcoming Threats .............................................................................................................. 17

Unique Selling Point ................................................................................................................. 18

2. Market Needs .......................................................................................................... 20

Marketing Strategies ............................................................................................................. 22

b. Promotional Strategy ............................................................................................... 23

c. Pricing Strategy .......................................................................................................... 24

e. Sales Strategy ............................................................................................................. 28

c. Cost Estimation .............................................................................................................. 30

d. Legal Environment ......................................................................................................... 30

f. Managing Account Receivables ...................................................................................... 31

g. Managing Account Payables ........................................................................................... 31

Management and Organization .................................................................................................. 32

Start-Up Expenses and Capitalization ........................................................................................ 33

Staff Training ........................................................................................................................ 33

Staff Salaries ......................................................................................................................... 33

Cash Required for Operations................................................................................................ 34

Capital In Hand ..................................................................................................................... 34

Personal Financial Statement..................................................................................................... 35

• Owner’s Cash: 835,000/= PKR

Our Lean Canvas Model Vlog link: https://youtu.be/JG_d5i-Hkno

General Company Description

The Childcare Industry

- Full-day child care (8 AM to 9 PM through Mon to Sat)

Figure 1. Pricing Packages For Parents

Table 1 Tiers Of Nannies That will Be Provided To The Parents

Type Services Provided Expected Salary

Tier 1: Nanny - Babysitting - 15-16,000 PKR

Tier 2: Nanny/Maid - Babysitting - 30-35,000PKR

Tier 3: Full-time Nanny/Maid - Babysitting - 40-45,000PKR

Figure 2 SWOT Analysis of the Daycare

❖ Onsite and Offsite Services

❖ Safety and Security

❖ Availability of Trained Staff

❖ High Setup Cost

❖ High Training Costs

❖ Extended Working Hours

❖ High Admission Costs

educational achievements we tend to provide a modern, international standard-based