Your Kids Play Home The Business Plan

Submitted To: Prof. M.A. Raja Sekhar

Submitted By: Group 3 Akula Pradeep Manish Dhaiya Sai Chandana Ram Kumar Ujjwal
(M.B.A January Batch -2012) 1

CONTENTS
Topic
1. Executive Summary 2. Organizational Background 3. Marketing Plan i. ii. iii. iv. v. vi. vii. Product Place Promotion Price People Physical Evidence Process 4 4 5 5 5 5 5 6 6 6 6

Page No.
3 4

4. Deployment Plan 5. Information & Communication Technology Plan 6. Staffing Needs 7. Training Needs

EXECUTIVE SUMMARY Childhood is the world of miracle or of magic: it is as if creation rose luminously out of the night, all new and fresh and astonishing. Childhood is over the moment things are no longer astonishing. When the world gives you a feeling of "dj vu," when you are used to existence, you become an adult. ~Eugene Ionesco PAMPER- Your Kids Play Home is a play home service specially designed for kids between 2.5 years to 5 years of age. Pamper is a place where your childs astonishment and smile is a prided prize we aim to achieve every moment that your child is with us. Pamper provides a safe & secure learning and recreational area which is full of fun-filled learning for the kids. It is a place where working/non-working parents can leave their kids with an assurance that they will receive them back with a bigger smile than that they dropped them with. We do our best to make pamper a place where, Learning becomes fun and fun becomes learning. At pampers we have specially trained staff & members who try their best to give your child the attention & care that is second only to mothers care. Pamper understands that kids are extremely vulnerable therefore we give it the utmost importance that the Pamper premise is as hygienic as possible. The play area is sanitized twice daily and the toys that the children play with are also kept tidy & sanitized. For the healthy growth of your child i.e. both mentally & physically a nutritious diet is a must. At Pamper we have an appointed dietician who looks into the growth of the child and charts a special diet just for your child. Pampers also provides an in-house meal facility for your child. The food is prepared in an extremely hygienic condition while keeping the health needs of your child into mind. We are also happy to serve your child the special food which you prepare for him. Filled with bright colors, inviting toys, play-pool, interactive games, fun-filled books & outdoor swings, Pamper ensures that your child gets a cheerful & delightful environment which keeps them engaged and develops their inquisitive thought process. Security and Safety of your child is of prime importance to us. And to ensure their safety we have implemented some special care, like: There are no edges in the play room. The flooring is foam covered. The toys are of special child-friendly plastic. Furniture is made of soft wood. Always under supervision, i.e. never left alone We even have a live video feed facility via concealed cameras which you can access on our website and watch what your child is doing. Pamper loves to see your child smile and that is why we have A Toy A Day policy, under which your child gets one new toy each day to play with and take to home. We also have a Little Picasso collection of fairy tales and several coloring books & lots of colors to fill them with.

Pamper understands that being a parent is no child play and that is why we have a monthly parenting session where we share insights about your child with you. A regular progress report also helps you to assess the development of your child.

ORGANIZATIONAL BACKGROUND The first branch of Pamper is located in the industrial heart of NCR i.e. Gurgaon. A 5000 sq. ft facility designed especially for child care in Sector 7, Gurgaon which is very near to the residential area and as well as within a 7 km radius of the industrial belt. Pamper is having a well trained and a dedicated staff of 15 members who look into the operational activities. The child to teacher ratio is 7:1 and our current admission seats are limited to 70 kids only. THE PAMPER TEAM: Our core team comprises of 5-members who look into the various functional aspects, so as to provide you and your child with a blissful Pamper environment. Our team members are: 1. Sai Chandana : Principal 2. Manish Dahiya : Managing Director/ Founder 3. Ujjwal : Operations Head/ Co-Founder 4. Ram Kumar : Promotions/ Advertisement Head 5. Pradeep Akula : HR Head Each member of our team works with one motto in his mind i.e. to make PAMPER the most joyful play home ever.

MARKETING PLAN PRODUCT: The essential product of Pamper is Child Play Home Service. The various other tangible goods associated with this service are enumerated as follows: Toys: The various indoor games and toys for the kids. Interactive Teaching Aids: Books, Coloring Books and Videos for children Specially Designed Infrastructure/Facility: The Pamper Building Air-Conditioned Child-Safe Furniture & Fixtures (no-edges) Playground & swings: For outdoor activities Physical Activities: Swimming, dancing, etc. Health Care Facility & Doctor on-call Additional Child Insurance Plan

PLACE: Pamper is located in such a way that it looks into the needs of both the parents and the child. The location of Pamper provides the following benefits: Close to Residential & working area Peaceful & calm environment Pick & Drop Facility (within a 10 km radius)

PROMOTION: The promotional strategy of Pamper will be implemented in the following areas: Advertising in Maternity Hospitals Company Tie-ups Malls & Toy Stores Internet/ Social Sites Print Media/ Local Newspapers Pamphlets PRICE: The pricing of Pamper will be done by the following aspects: Rs. 10,000/- per month per child Time Linked Plans Special Discounts for referrals Extra charges for additional facilities PEOPLE: In a service the distinguishing factor are people who provide the service. Therefore special emphasis is given on the following areas: Trained Staff ( Background checked & Validated Credentials) Personalized Attention ( 7:1 child instructor ratio) On- call doctors Specially Trained Pick & Drop Staff Security Personnel PHYSICAL EVIDENCE: The physical cues provide a tangible feel to the service being rendered, hence it is very important to bring out the most in them: 5000 Sq. Ft. Infrastructure Bright & Vibrant Decoration Wooden round edged fixtures & furniture Foam Floor Sanitized Premise Books ID cards Toys Teaching Aids Health Cards Progress Reports PROCESS: The various processes which take place at Pamper can be summarized as follows: 7 AM- 3PM/ 9AM-5PM Diet customized to child specific need Easy to learn & understand methodology Monthly Parent Meetings

OPERATIONAL PLAN DEPLOYMENT PLAN: Land and location were the two major deciding factors in the feasibility study of Pamper. The land was pre-owned by a core team member and hence the available resources were directed towards the designing and building of the infrastructure and facility. Also a demographic research of the area showed that the majority of the residents were newly married nuclear family couple who had children in the age group of 3 to 8 years, which increased the success probability of the venture. The absence of any good play home in the vicinity of the locality also provided as an opportunity for starting the venture. The initial financial resources were pooled in by the core members of the managing team and also some of the capital required was borrowed in form of loan from Bank. The ownership of the business is in a partnership basis. Decisions are taken in accordance to the Memorandum of Association as registered by the partners. Information and communications technology plan: Pampers has an interactive Web 2.0 website whose maintenance and development is outsourced to a third party. Pamper premise also has a closed circuit surveillance system which is linked into the website and parents can watch live feed of their children via the login id and password provided to them. A database of the children is also maintained where details of the children are stored and updated. Pampers also has a financial management system which tracks and keeps record of all the financial flow of funds in the organization. It helps is ascertaining the profits and keeps record of all the expenses and incomes of the organization. Staffing needs There are 7 full time instructors and 10 in-house maids who are specially trained to look after children and toddlers. There is one receptionist who looks into the admission process and queries from the parents and also is responsible for keeping track of the daily activities. There is an on-roll dietician who visits twice a month and an on-call pediatrician.
There is a 3 member team which is responsible for the pick-up and drop facility of the child.

There are two security personnel who guard the premise round the clock and there are 2 cooks who look after the meal preparation for the children. Training requirements Each and every staff member is selected after a thorough background check and credential validation. Every employee is trained to behave in a polite and joyful manner with the children and always be attentive to the child. Every employee is also given a proper training according to their job description and responsibilities.