Child Day Care Services Business Plan Kid'S Community College Page 12
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195.1 Value Proposition
Kid's Community College's® value proposition is quite clear and quite easily
distinguished from others in the market. We offer uniquely premium child care services,
as measured by the curriculum and activities offered, experience and educational level
of the instructors, community involvement and community college theme.
5.2 Competitive Edge
We start with a critical competitive edge: there is no competitor in our market that is
offering our concept, quality of educational program and child care services. Our
educational approach is unique and we have a resource with over 25 years of child care
expertise and over 17 years of technology savvy. Our positioning on these points is very
hard to match, but only if we maintain the focus in our strategy, marketing, business
development, and fulfillment. We should be aware that the tendency to dilute this
expertise with bargain shopping could weaken the importance of our competitive edge,
but we must continue to bolster our value proposition.
5.3 Marketing Strategy
Marketing in the child care industry depends largely on reputation and referral. At Kid's
Community College® that reputation will start within our community bolstered by our
involved commitment to those we serve.
5.3.1 Positioning Statement
For families who value the importance of higher education and quality child care
services, Kid's Community College® offers a great alternative to traditional child care
services and specific interest based programs. Unlike those programs, KCC combines
child care services with a modified collegiate level curriculum, just for kids!
5.3.2 Pricing Strategy
Kid's Community College® 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.
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.
5.3.3 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--We'll be developing our core positioning message: "A community
college for kids!" to differentiate our service from the competition. We will be using direct
mail campaigns, pre-enrollment drives, and local community newspaper advertising to
launch the initial campaign.
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