University Politehnica of Bucharest

The Faculty of Entrepreuneurship, Business Engineering and Management

Private kindergarten
Business plan

1. Executive summary
The company SOUTHEAST GATES offers parents and children an educational environment on our Kids
army kindergarten. The holistic educational environment invites parents to participate in creating our
community around their children:numerous activities for adults who are such an eurhythmy classes,
lectures on a range of topics, festivals, working bees, cleaning and gardening complement fund
raising activities and enhance the sense of community that is very important for the Kids army
kindergarten.

2. Mission statement
 University Politehnica of Bucharest
The Faculty of Entrepreuneurship, Business Engineering and Management

Our company mission is to motivate , inspire, encourage and support students by providing a safe,
secure, and loving environment to educate them socially, emotionally, and cognitively so they can
continue to build a foundation for life-long learning.

3. Business description

Caring for children, Kids army Kindergarten is dedicated to giving every single child the best possible
chance in life. We will have a lovely spacious, warm and friendly nursery and a great Before and After
school club, plus School holiday club. Our company beliefs are that we recognize parents as the
primary educators and belive that good parent-teacher relationship is necessary for maximul school
success, the students learn the best through hands-on activities and in a safe environment that
promotes learning , teachers should provide opportunities for students with and without disabilities
to grow and develop physical, socially, emotionally and cognitively tougether, we belive learning
should be meaningful and should build connections to prior knowledge or experiences. Helping kids
to develop and enquiring mind and an ability to mix and get along with others so that they are able
to enter primary school with confidence

Parents of the new generation know: the quality of child care will depend on the amount of money
invested. And they are willing to pay: for high teachers, good care, healthy food. Even for the love
and warm feelings, though, say the money does not buy. Private pre-school we still have a little bit.

4. SWOT analysis

Strengths

 A sophisticated and effective learning system.

 Excellent training programs that all employees must participate in.
 Enrolment projections are clearly achievable given, the profile of new arrivals to the region
and current waiting lists
 Committee of Management has strong members that cover all aspects of management,
administration and governance
 College of teachers are very experienced and mainstream education
 The community is close and active
 Support from mentors and network schools is present

Weakness

 Restricted market due to educational philosophy.

 University Politehnica of Bucharest
The Faculty of Entrepreuneurship, Business Engineering and Management

 The inability to perfectly forecast demand of services relative to the number of employees on
staff at any one time.

Threats

 Limited availability of qualified teachers

 Internal pressures on philosophical model

Opportunities

 Rare opportunity to advance an alternative educational philosophy to increase the diversity

of schools in the region
 Opportunity for hundreds of children to benefit from a unique educational system and
contribute to a more holistic society
 Increased revenue as more and more people is working, thereby unable to care for their
children during the day.
 As the number of children served grows, fixed costs are spread thinner over a larger
customer base.

5. Competitor analysis

Kids army kindergarten will offer upscale child care services and an advanced collegiate based
curriculum designed for kids ages 4 months to 4 years .Normal operating hours will be 7 am to
6:30pm, Monday through Friday - with observance of all major legal holidays. Early drop-off service
will be offered as needed.

Kids army kindergarten exists to provide premier child care services that are aimed at enhancing
traditional day care methodologies and integrating extracurricular interests (such as arts and
crafts, dance, theatre and gymnastics) into one comprehensive program. Our activity based
collegiate curriculum is specifically tailored for children and mirrors the arts and sciences taught at
colleges, universities and vocational schools around the nation. We offer state-of-the-art technology
programs in leading-edge facilities which help prepare students for the technology age in which they
live. Our general and "continuing" education programs help mentor and tutor students through
"main school" homework assignments and provide a base of understanding and interaction to ensure
success in future educational endeavors. Finally, our developmental programs reinforce basic social,
listening, independence and motor skills and prepare students for future related interaction.
 University Politehnica of Bucharest
The Faculty of Entrepreuneurship, Business Engineering and Management

All of our learning and child care services employ technology, partnerships, professional services and
other activities that support and promote higher learning.

In addition to the extensive services and curriculum offered, the institute will also offer weekend
specialty classes for children and adults and planned family activities in the community it serves. Kids
army kindergarten will also offer children birthday party hosting services, providing great activities
for kids and an easy experience for parents. Activity instructors will be assigned for these events and
will lead the activities, ensuring a memorable celebration.

6. Market analysis

The purpose of the family as a social institution in all societies whether simple or complex is to
perpetuate the society by providing it with new members, to protect the child until he is able to take
care of himself and to train him in socially acceptable behavior. In Indian societies the duty of taking
care of infants usually rests on women. Thus women in the traditional system were by social and
physiological make-up responsible for child rearing and home keeping. However with the dawn of
modernization, it became difficult or almost impossible for some mothers to fully cater for their
babies as it used to be. These days women role is changing. There are increasing numbers of women
in Romania who are working. This without doubt makes it important for them to have access to day
care centre close to their work place. It appears that reverse is the case as they are still not able to
get crèche centers of their choice within the work environment in Romania.

The current problems/ need in the market are:

 Increase in the number of working women

Number of working women in Romania are increasing and at the same time their concern for
quality education and need for day care facilities is increasing.

 Increase in nuclear families

With the breaking up of joint family system and the increased phenomenon of nuclear
families, working women need support in terms of quality, substitute, and care for their
young children while they are at work.

 Radical change in societal attitude towards preschool education

 University Politehnica of Bucharest
The Faculty of Entrepreuneurship, Business Engineering and Management

There’s been a radical change in societal attitudes towards pre-school education in the past
seven years or so. Now it is valued as a transitional platform which prepares and enthuses
children for primary school and life-long learning. Neuroscience studies have clearly
demonstrated that experiences in early childhood have a significant impact on brain
development. A child’s earliest experiences impact her ability to think, speak, learn and
establish relationships. The quality of a child’s experiences during this critical period
establishes the foundation for future cognitive and social development

 Lack of sophisticated schools in Romania

There has been slow growth of Crèche/ Daycare facilities in Jaipur resulting in failure to meet
the needs of working mothers in terms of extent, content and quality of services. Though
there are number of kindergarten in Romania, but institutes which provide combination of
both school and crèche facility are not available. The current kindergartens in Romania do
not meet those standards which legacy Academy aims to achieve.

7. Marketing plan

Marketing Strategy

Marketing in the child care industry depends largely on reputation and referral. In India, Word of
mouth is the best instrument of marketing & promotion strategies as people rely on their
neighborhood more rather than print & media advertisements. The company will be giving more
emphasizes on providing quality care so that good word of mouth can be spread.

Promotion Strategy

We will depend on client referrals, community exposure and direct mail campaigns as our main way
to reach new clients. As we change strategies, however, we need to change the way we promote
ourselves:

1) Advertising
 University Politehnica of Bucharest
The Faculty of Entrepreuneurship, Business Engineering and Management

We'll be developing our core positioning message: “Early Child Care Development and
Education Excellence” to differentiate our service from the competition. We will be placing
advertisements in newspaper and magazines like India Today

2) Sales Brochure

Our theme and curriculum will help sell the school to prospective clients.

3) Referral scheme

Our main strategy for promotion will be referral scheme. In India we have noticed people get
influenced more by what their friends and relative say , rather what is been advertised in
newspaper and television. So, based on this belief referral scheme will be used to promote
school and to get admissions of more number of students. This scheme will include providing
10 percent discount on monthly fees of students, whoever gets 2 students as referral for
admissions.

4) Direct Mail

We will send quarterly direct mail campaigns to the working women in Romania and we will
also offer monthly calendars for parents.

Marketing Programs

Our marketing effort will include an application fee waiver, free children ID cards, T-shirts and a
welcome party sponsored and hosted by Kids army kindergarten.

Positioning Statement

For families who value the importance of higher education and quality child care services, Kids army
kindergarten offers a great alternative to traditional child care services and specific interest based
programs. Unlike those programs, Kids army kindergarten combines child care services with a
modified collegiate level curriculum, just for kids!
 University Politehnica of Bucharest
The Faculty of Entrepreuneurship, Business Engineering and Management

Pricing Strategy

Kids army kindergarten must charge appropriately for the high-end, high-quality educational and
care giving services we offer. Our revenue structure has to support our cost structure, so the salaries
we pay to assure quality services must be balanced by the revenue we charge. Basically value based
pricing will be followed i.e. how customers perceive or value or product.

We will be price competitive 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.

Sales Strategy

Kids army kindergarten will sell its standard theme, services and offerings, separating itself from
traditional daycare-only offerings.

We will be a one-stop shop for child care services, advanced learning and specialized program
offerings. We will also be active in building a solid reputation with parents. By succeeding in these
areas, we expect to begin seeing an operational net profit in month nine of the 1st year, while
increasing enrollment by 32% monthly for the first 8 months and gradually thereafter, until our
maximum allowed capacity is reached.

8. Financial plan

Break – even analysis

The Break-even Analysis is based on the monthly revenue and expenses of

operating and managing Kinder army kindergarten

Monthly expenses

Fixed cost = 2,50,0000

Variable cost = 2, 50,000
Total expenses= 5, 00,000

Monthly revenue
 University Politehnica of Bucharest
The Faculty of Entrepreuneurship, Business Engineering and Management

Fees per student = 15,000

Total number of students =20
Total revenue = 3, 00,000

Difference

5, 00,000-3, 00,000 = 2, 00,000

Number of students required to break even
2, 00,000/15000 = 13.3

So, Kids army kindergarten needs at least 14 children to more to break

even