Investment porposal_ Childcare by BuzOptimizier

VIEWS: 56 PAGES: 39

									Investment proposal for
                  Childcare Center
                                  2011, July



F or m o r e i n f o r m a t i o n p l e a s e c o n t a c t

e k a t e r i n a @ r es e a r c h o p t i m i z e r . c o m

www.r es earc hopt imizer.c om
Outline

E xecu ti ve S ummar y ................................................................. 4

D es c r i p t i o n of t h e p r o j e c t . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

C o n c e p t of C h i l d c a r e c e n t e r . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

1.         P r o j ec t d e s c r i p t i o n . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

1. 1.          S er v i c es . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

1. 2.          M a i n e x p e n d i t u r es . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

1. 3.          Miss i on ......................................................................... 8

1. 4.          Obj ect i ves ..................................................................... 9

1. 5.          T h e k e y s t o s u c c es s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 0

1. 6.          C o m p a n y L oc a t i o n s a n d F ac i l i t i e s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 0

1. 7. C ompany O wners hip ........................................................ 10

1. 8.          S er v i c es . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 1

1 . 9 . C h a r ac t e r i s t i c s of t h e p l a n n e d b u i l d i n g . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2

2 . M a r k e t i n g d es c r i p t i o n of t h e p r o j e c t . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 4

2. 1.          N at u r e o f t h e i n d u s t r y . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 4

2. 2.          London market .............................................................. 15

2. 3.          T h e s i z e of t h e L o n d o n c h i l d c ar e m a r k e t . . . . . . . . . . . . . . . . . . . . . . . . . 1 5

2. 4.          V alue Pr opos it ion ......................................................... 19

2. 5.          C ompetitive Edge ......................................................... 19

2. 6.          Mar keting Str at eg y ....................................................... 19

2. 7.          Pr omot ion S tr at egy ....................................................... 19

2. 8.          Pric in g St r at egy ............................................................ 20

2. 9.          W eb s i t e M a r k e t i n g S t r a t e g y . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 1

3. Managem ent plan .............................................................. 22

3. 1.          P er s o n n e l P l a n . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 2




                                                                                    2
3. 2. Organizat ional St ruc tur e .................................................. 23

4. Financ ial Plan ................................................................... 25

4. 1.           K ey Financ ial I ndic at ors ................................................ 25

4. 2.           S a l es F o r e c as t . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 5

4. 3. Br eak even point ............................................................. 28

Appendixes ............................................................................ 29

Appendix 1 ............................................................................ 29

R ef er e n c es . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 8




                                                                                     3
Execut ive Su m mar y
T h e c u r r e n t i n v e s t m e n t p r o j e c t i s a p r o j e c t of c h i l d c ar e c e n t e r , t h e
p u r p o s e o f wh i c h i s t o p r o v i d e h i g h q u a l i t y s e r v i c e s f or t h e k i d s
a g e 1 t o 1 2 . R e a l es t a t e i s a l l t h e t i m e v e r y p r of i t a b l e b u s i n es s ,
e v e n w h e n t h e p r i c es f or p r o p e r t y a r e f al l i n g ; e v e r y o n e k n o w s t h a t
s o o n e r o r l a t e r t h e p r i c es w i l l a g a i n r i s e . B u y i n g a n d s e l l i n g
p r o p e r t y i s b r i n g i n g p r of i t s ; h o w e v e r w h e n t h i s p r o p e r t y i s b u i l d
f rom     scr atc h      t han     it   bring ing       muc h        higher      p r of i t s   f or   longer
p e r i o d s . T h e p r o p e r t y w h i c h i s b u i l d f or t h e c o m m e r c i a l p u r p o s es
i s g e n e r a t i n g e v e n m o r e p r of i t s . A l o t of c o m p a n i e s b u i l d b u i l d i n g s
a n d g i v e t h e m f or r e n t as o f f i c es o r s h o w r o o m s ; t h e c u r r e n t
pr oj ect is ai min g t o in vest i n p r op ert y, wh ich wil l b e bu i ld i ng f r om
“ 0 ” a n d w i l l b e u s e d a s a c h i l d c ar e c e n t e r . A l l t h e t i m e p a r e n t s w i l l
s u b m i t t h e i r k i d s t o t h e c h i l d c a r es . C u r r e n t l y m o r e a n d m o r e
f a m i l i es h a v e b o t h p a r e n t s w o r k i n g a n d i n m a j o r i t y c o m p a n i e s
m o t h e r s s h o u l d s t ar t w o r k a f t e r b a b y i s a r o u n d 1 - 2 y e a r s o l d . T o
b u i l d a c e n t e r w h i c h wi l l c ar e f or t h e f u t u r e of t h e N a t i o n i s a
g u a r a n t e e f or t h e l o n g t e r m s u c c e s s .
London         h as     all    the      opport unit ies         to    open        pr i vat e     c h i l d c ar e .
A c c or d i n g t o W M M a g a z i n e ( 2 0 1 1 ) t h e m a i n b a r r i e r s t o c h i l d c a r e
u p t a k e i n t h e L o n d o n a r e l a c k of a v a i l a b i l i t y o f p l ac e s , c o s t , a n d
l ac k of i n f or m a t i o n a b o u t c h i l d c a r e o p t i o n s a n d t h e b e n ef i t s o f
chi ldc ar e. Ad di ti on al l y, i n maj or it y ch il dc ar e c en t ers chi l dr en br in g
f o o d f r o m t h e i r h o m e a n d d o n o t h a v e a c o n c e p t of p r o v i d i n g
c h i l d r e n w i t h a n u t r i t i o u s f o o d i n s i d e t h e c h i l d c ar e as w e l l as t h e y
d o n o t h a v e a p l a c es f o r t h e k i d s t o s l e e p d u r i n g t h e d a y t i m e .
T h er ef o r e t h e r e i s a n e e d f or t h e h i g h q u a l i t y s e r v i c e c h i l d c a r e ,
w h i c h w i l l p r o v i d e d a i l y f o o d t o k i d s a s w e l l as s l e e p i n g p l a c es .


W hy t o invest in Childc ar e c ent er?
     T h e d eman d f or t h e ch il d c ar e is n ot g oin g t o f al l i n t h e n e xt
         2 0 y e a r s , o p p o s i t e w i t h t h e i n c r e a s e of s i n g l e p a r e n t f a m i l i e s
         the demand f or t he c hild c ar e c ent ers will inc r eas e




                                                        4
     I n v es t m e n t i n t h e p r o p e r t y a n d l a n d i s a l l t h e t i m e p r of i t a b l e
         a n d l o n g t e r m i n v es t m e n t , a n d i t c a n b e d o u b l e b e n ef i c i a l
         w h e n s a m e p r o p e r t y c a n b e u s e d a s a b u s i n es s o p p o r t u n i t y
         T h e r e i s n o r e a l s u b s t i t u t e f o r t h e c h i l d c ar e c e n t e r s , c h i l d
         ei th er s t ayi n g        at     hom e       or t aken      c ar e        b y t h e n u r s er i es ,
         c en t e r s a n d k i n d e r g a r t e n s


Desc ri pt ion o f th e proje ct
N a m e of t h e p r o j e c t : “ P r i v a t e C h i l d c a r e C e n t e r ”
I n d u s t r y C e n t e r : “ C h i l d c ar e ”
T h e s p ec i a l i z a t i o n of c h i l d c a r e c e n t e r :
     Ph ysic al           healt h        or ient at ed       educ at ion       of     the    kids.     Sport
         a c t i v i t i es i n d o o r a n d o u t d o o r
         D e v e l o p m e n t p r o g r a m s f or k i d s :
               Music al d e vel op men t
               D ancing
               Cr eat i ve d e vel op men t
               Logic al developm ent
               F or e i g n l a n g u a g e
               P r e p a r a t i o n f or s c h o o l
               Ph ysi ol og ic al d evel op m en t



Conc ep t of Ch i ldc are cen ter
     Organizat ion of C hildc ar e c ent er f r om “0 ”
     E d u c a t i o n a l c e n t e r f o r k i d s wi t h c u s t o m i z e d s er v i c es a n d
         pers onalized at t ention
     Curr ent c ent er will be build bas ed on specialized pr oject
     W or k i n g t i m e 1 0 h o u r s p e r d a y ( p o s s i b l e i n c r e a s e of w o r k i n g
         h o u r s t i l l 1 2 h o u r s , b y t h e w i s h of t h e p a r e n t s t h e f o o d m e n u
         c an v a r y )
          C h i l d c ar e c e n t e r wi l l c o n s i s t of 6 g r o u p s
         1 gr ou p – 2 t o 3 ye ars ol d                      20 people
         2 gr ou p – 3 t o 4 ye ars ol d                      20 people




                                                          5
         3 gr ou p – 4 t o 5 ye ars ol d                    20 people
         4 gr ou p – 5 t o 7 ye ars ol d                    25 people
         5 gr ou p – 7 t o 9 ye ars ol d                    30 people
         6 gr oup – 9 t o 12 year s old 35 people

     Pr oxi mat e               ar ea         of        childc ar e            c ent er            will   be
         75 m* 3 5 m= 2 6. 2 50 m²

Th e use of t he ar ea:

B u i l d i n g – 2 5 m ² * 2 5 m ² = 6 2 5 m ² ( e ac h l e v e l )

Al l t og et h er 3 l evels – 62 5* 3= 1 8 75 m².

    1. Gr ound f loor
    2. 1st f loor .
    3. 2nd f loor.

A p p e n d ix 1 s h o w s t h e p r o x i m a t e i l l u s t r a t i o n of t h e f l o o r s .

T h e a r e a a r o u n d c h i l d c a r e wi l l h a v e 4 c h i l d a r e a s – 7 0 0 m ² .

     1 s p o r t a r e a w i t h s p o r t f ac i l i t i es – 2 0 0 m ² .

     T rai ni n g ar e a – 50 0 m² f or: c ric ket an d f oot b al l

     W or k i n g h o u r s : 8 . 0 0 t o 2 1 . 0 0 e v e r y d a y
     T h e r e q u i r e d l oc a t i o n – n e a r t h e p r i m a r y a n d s e c on d a r y
         schools




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1 . P ro j e c t d e s c ri p t i o n
1. 1. Ser vi ces

     Ed uc ati on al s er vic es
     E n t er t a i n m e n t f or k i d s ( s i g h t s e e i n g , m u s e u m s , t h e a t e r )
     F o o d s e r v i c es ( h e a l t h y m e n u d e v e l o p e d f or h e a l t h y g r o w t h of
         the kids )



1. 2. M ain exp en dit ur es

Main       c os t    will    be     c ons tr ict ion       of   the    building,        f ur nitur e     an d
e q u i p m e n t . T h e o p e r a t i o n a l c os t s wi l l i n c l u d e f o o d f o r k i d s , s t af f
a n d e d u c a t i o n a l m a t e r i a l s . T h e o v e r a l l a p p r o x i m a t e c os t of t h e
p r o j e c t wi l l b e £ 5 , 0 0 0 , 0 0 0 .

Costs f or t h e co n stri ct io n :
     C onstr ict ion             wit hout       b u yi ng      land         ( wit h    labor       c os t s ) -
      £2, 500, 000

     Land – £2, 000,0 00

     Oth er exp ens es - £ 50 0 ,0 0 0

Start-up Requirements, £
Start-up Expenses
Legal                                                                  1,000
Stationery                                                             300
Brochures                                                              500
Insurance                                                              1,500
R&D                                                                    500
Consultants                                                            1,000
Playground Equipment                                                   4,000
Playground Prep                                                        700
Playground Fence                                                       3,000
Furnishings                                                            15,000
Toys                                                                   3,000
Other                                                                  419,500




                                                       7
Total Start-up Expenses                                         450,000
Start-up Assets
Cash Required                                                   50,000
Land                                                            2,000,000
Constriction                                                    2,500,000
Total assets                                                    4,550,000
Total Requirements                                              5,000,000



Start-up Funding, £
Start-up Expenses to Fund                                      450,000
Start-up Assets to Fund                                        4,550,000
Total Funding Required                                         $5,000,000
Assets
Non-cash Assets from Start-up                                  $4,500,000
Cash Requirements from Start-up                                $50,000
Additional Cash Raised                                         $0
Cash Balance on Starting Date                                  $50,000
Total Assets                                                   $4,550,000
Liabilities and Capital
Liabilities
Total Liabilities                                              $0
Capital
Planned Investment
Owner                                                          $ 5,000,000       $2,500,000
Owner                                                          0                 $2,500,000
Total Planned Investment                                       $5,000,000
Loss at Start-up (Start-up Expenses)                           ($450,000)
Total Capital                                                  $4,550,000
Total Capital and Liabilities                                  $4,550,000
Total Funding                                                  $5,000,000



1. 3. M issi on
" S o m e of t h e b e s t y e a r s i n l i f e a r e t h e t i m e s p e n t as a c h i l d a n d
l at er our c ol l eg i at e ye ars .. ."    T h e m i s s i o n of t h e c h i l d c ar e c e n t e r
is t o pr o vi d e c h il dr en wit h mem or ab l e c hi ld h o od an d at th e s am e
time cr eat e f r om t hem f utur e lead ers. W ith t hat in mind, imagin e




                                                 8
a n a l t e r n a t i v e t o t r a d i t i o n a l c h i l d , c h i l d c ar e c e n t e r t h a t n o t o n l y
m e t y o u r c h i l d c ar e n e e d s , b u t a l s o p r o v i d e d a n a c t i v i t y b a s e d
lear ning        en vi r on men t         t hat        mirr ors        t hos e        us ed      at      c o l l e g es ,
un i versi ti es an d voc at i on al c ent ers ar ou n d th e n ati on .                              A pr ogr am
will    be     developed            s p ec i f i c a l l y   f or    c hildr en,        t aught       in    a     f un,
nu rt ur in g c ar e g i vi ng en vi r on men t .
C h i l d c a r e i s a n e xc l u s i v e l y f o r k i d s a g e s 2 y e a r s t o 5 y e a r s a n d
1st t hr ough 5t h gr ades .
T h e C h i l d c a r e w o r k s t o p r o v i d e a f f or d a b l e , f i r s t - c l as s c ar e g i v i n g
a n d e d u c a t i o n b y p r o v i d i n g a b r o a d r a n g e of i n t e g r a t e d p r o g r a m s
a n d s er v i c es a n d i n n o v a t i v e l e a r n i n g a p p r o a c h es .


1. 4. Obj ecti ves
     Open child c ar e, wher e kids will be able t o develop t he ir
         a b i l i t i e s i n t e r m s of c r e a t i v i t y , a r t , m u s i c , s p o r t s a n d s o o n .
     I n c r e as e t h e
     D o u b l e t h e s a l e s a t t h e e n d of t h e f i r s t y e a r
     M a i n t a i n a h i g h r a w g r os s m a r g i n b y t h e e n d of Y e a r 1
     O p e n s ec o n d c a m p u s b y t h e e n d of Y e a r 2
     B e g i n f r a n c h i s e ef f or t b y e n d of Y e a r 3
     T h e s oc i a l s i g n i f i c a n c e of t h e p r o j ec t i s t o i m p r o v e m o r a l i t y
         and       spir it ualit y of           the     you n g er         gener at ion wit h the                help
         of e d u c a t i o n a l t ec h n o l o g i es .
     C h i l d c a r e c e n t e r w i l l b e a t r a i n i n g p r o g r a m , i n d i v i d u a l l y f or
         e a c h a g e g r o u p , a i m e d a t c o m p r e h e n s i v e d e v e l o p m e n t of t h e
         c h i l d , as     w e l l as d i r ec t e d t o t h e d e v e l o p m e n t of c r e a t i v e
         t h i n k i n g of t h e c h i l d .
     P r i c e , s er v i c e ,       qualit y and r eput at ion ar e                       c r i t i c a l s u c c es s
         f ac t o r s       in        an y            educ at ion s ect or . C hildc ar e                    c ent er
         will c ompet e in            the       mar ket          b y of f e r i n g    c o m p e t i t i v e p r i c es ,
         advanc ed c er tif ied educ at ion pr ogr am ,                           t e a c h er s w i t h      higher
         e d u c a t i o n , h i g h q u a l i t y s e r v i c e s f o r c h i l d c ar e , as w e l l as
         mai nt ai n i ng an exc el l en t r ep u t ati on .




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     F i n a n c i a l o b j e c t i v e i s t o a c h i e v e n e t i n c o m e a n d c o v e r a g e of
         i n v e s t m e n t af t e r s e c o n d y e a r C h i l d c a r e c e n t e r .



1. 5.      Th e keys t o su ccess
     Market ing:                  d i f f er e n t i a t i n g         C hildr en          c ar e        g i vi n g      and
         educ at ional             s er vic es f r om                  t r adit ional       d a yc a r e s      o f f er i n g s
         a n d i n t e r e s t ac t i v i t y p r o g r a m s
     Serv ice quality :                    c ar e       g i vi n g        and        educ at ional             pr og r ams
         pr ovi d ed          by         qualif ied educ at ors ,                     child          c ar e       wor kers ,
         tut ors and s ubject                     mat t er              industr y          p r of e s s i o n a l s i n       a
         t ec h n o l o g i c a l l y a d v a n c e d f i r s t - c l a s s e n v i r o n m e n t .
     Reputat ion:                maint aining               a         highly r egar ded               r eput at ion       f or
         e xc e l l e n c e       in      c ar e        gi vi n g ,         educ ation              and        c ommunit y
         i n v o l v e m e n t a n d b e i n g t h e e m p l o y e r of c h o i c e i n o u r m a r k e t
         f or c h i l d c ar e a n d e d u c a t i o n a l t a l e n t .
     Prof itability :                 c ontr olling         c os t s       and       managing             budgets           in
         a c c or d a n c e        wit h      c ompany                  goals ,      adhering             to    s tr at egic
         b u s i n es s p l a n s f or g r o w t h a n d e x p a n s i o n a n d r e i n v e s t i n g i n
         t h e b u s i n es s a n d i t s e m p l o y e e s .
1. 6. Co mp an y Lo cat io ns an d F aci lit i es
C h i l d c a r e c e n t e r wi l l b e g i n wi t h o n e l o c a t i o n - a n e w l y c o n s t r u c t e d
c am p u s n e a r t h e p r i m a r y o r s e c o n d a r y s c h o o l .                          T h e c a m p u s wi l l
boast       s epar at e         h a l l s f or       ar ts        and      c r af t s ,    t heat r e      an d        d anc e,
i n f o r m a t i o n t ec h n o l o g y , l i b r a r y a n d q u i e t s t u d y , t u t o r i n g , i n f a n t
c ar e a n d      a c af e t e r i a .        The        play           ar e a    will     b e a d j a c en t       to     the
c am p u s       and          wi l l      b e s ec u r e l y            f enc ed          and        f ur nis hed         wit h
a p p r o p r i a t e p l a y g r o u n d e q u i p m e n t a n d f ac i l i t i es .
F r a n c h i s e s t a r t - u p s wi l l b e of f er e d i n o t h e r l o c a t i o n s af t e r 1 - 2
y e a r s of s u c c es s f u l o p e r a t i o n .


1.7.      Co mp an y Own er sh ip
Childc ar e          c ent er            c an         be           st art ed         as         a       p ri vat el y- h el d
p r o p r i e t o r s h i p o w n e d b y i t s f o u n d e r , o r as a p a r t n er s h i p . O n c e t h e




                                                                  10
o p e r a t i o n r e a c h es i t s a n t i c i p a t e d g r o w t h a n d p r of i t a b i l i t y g o a l s ,
the c ent er c an f r anc his e and s hould be r e-r egist er as a limit ed
l i a b i l i t y c o m p a n y o r as a c o r p o r a t i o n , w h i c h e v e r w i l l b e t t e r s u i t
the f ut ur e bus iness needs.


1. 8. Ser vi ces
Childc ar e        c ent er      of f er s      u p s c al e   c hild      c ar e     s e r v i c es a n d     an
a d v a n c e d e d u c a t i o n a l s e r v i c e s b as e d c u r r i c u l u m d e s i g n e d f o r k i d s
a g e s 2 y e a r s t o 5 y e a r s a n d 1 s t t h r o u g h 5 t h g r a d es .
C h i l d c a r e c e n t e r w i l l p r o v i d e h i g h q u a l i t y c h i l d c a r e s er v i c e s t h a t
a r e a i m e d a t e n h a n c i n g t r a d i t i o n a l d a y c a r e m e t h o d o l o g i es a n d
int egr at ing         e xtr ac urr icu l ar          int er ests        (s uch         as       arts        and
c r af t s , d a n c e , t h e a t r e a n d g y m n a s t i c s ) i n t o o n e c o m p r e h e n s i v e
pr ogr am.           O ur        act i vi t y      bas ed         c ollegiat e           curric ulum            is
s p ec i f i c a l l y t a i l o r e d f o r c h i l d r e n a n d m i r r o r s t h e a r t s a n d s c i e n c es
t a u g h t at c o l l e g es , u n i v e r s i t i es a n d v o c a t i o n a l s c h o o l s ar o u n d t h e
nation.
F or t h e k i d s u n d e r s c h o o l a g e t h e r e wi l l b e p r e p a r a t i o n f or s c h o o l
an d i nt eg r at in g d e vel op i n g pr og r ams . T o ut il i ze th e bu i ld i ng an d
s t af f , t h e c e n t e r w i l l a l s o p r o v i d e s e r v i c e s f or t h e k i d s f r o m 5 t o
1 2 . K i d s wi l l b e t a k e n f r o m t h e s c h o o l ( t h e r ef o r e t h e l o c a t i o n of
t h e c h i l d c a r e i s p r ef e r a b l e t o b e n e a r t h e s c h o o l s ) a n d t a k e n t o
t h e c h i l d c a r e c e n t er , wh e r e t h e y w i l l s t a y t i l l 5 - 6 p m , d o i n g t h e i r
h omew or k wi th sp eci al i zed t e ach ers an d wh er e ki ds wil l h av e
e xtr a s er vic es         t o their choic e, suc h                  as     ar t , m u s i c , c r e a t i v i t y
d e v e l o p m e n t , c r af t , s p o r t s a n d s o o n . T h e r ef o r e f or t h e p a r e n t s i t
w i l l b e e a s y t o c o n t i n u e w o r k , as t h e y w i l l b e n o t i n t e r r u p t e d
d u r i n g w o r k i n g d a y f o r t a k i n g c h i l d f r o m t h e s c h o o l a n d f or h e l p i n g
t h e m w i t h h o m e w o r k , a s i t a l l w i l l b e d o n e b y t h e c h i l d c ar e c e n t e r .
A d d i t i o n a l l y , k i d s d o n o t r e q u i r e v i s i t i n g d i f f er e n t s ec t i o n s f or
t h e i r h o b b i es a s a l l w i l l b e d o n e a t o n e p l a c e . O n e m o r e p o i n t t o
a d d , a l o t of k i d s h a v i n g d i f f i c u l t i e s t o a d a p t f r o m               childc ar e
en vi r on men t       t o school            en vir on men t , i n c urr en t c as e ki ds                   will




                                                        11
 c on t i n u e t o r e t u r n t o t h e c h i l d c a r e c e n t e r a n d s p e n t t h e i r h a l f d a y ,
 t i l l t h e t i m e t h e y w i l l n o t t o t a l l y a d a p t f or t h e s c h o o l e n v i r o n m e n t .
 Mai n s er vic es:
      Full t ime child day c ar e
      A f t er s c h o o l c a r e , i n c l u d i n g d r o p - of f a n d p i c k - u p
      A f t er s c h o o l t u t o r i n g a n d e n t e r t a i n m e n t
      Dr op- in c ar e


 Prior t o opening, t he c hildc ar e c ent er                             wi l l h a v e a t w o - m o n t h
 en r ol men t dr i ve.         B a s e d o n t h e m a r k e t r e a c t i o n t o t h e d r i v e , t h es e
 s er v i c e s m a y b e a l t e r e d t o m e e t t h e n e e d s of t h e c o m m u n i t y .               The
 c h i l d c a r e c e n t e r wi l l al w a y s r e m a i n n i m b l e e n o u g h t o r es p o n d t o
 t h e n e e d s of t h e c o m m u n i t y i n w h i c h i t s e r v e s .


 1.9.      Charact er ist i cs o f t he p l an ned bu il di ng
 L oc a t i o n f or t h i s p r o j ec t p l a y s a n i m p o r t a n t r o l e a s i t d i r e c t l y
 l i n k e d w i t h s af e t y of t h e c h i l d r e n , t h e i r h e a l t h , d e v e l o p m e n t a n d
 p o p u l a r i t y of b u s i n e s s . T h e es t i m a t e d l oc a t i o n f o r t h e c h i l d c a r e
 c en t e r s h o u l d b e i n t h e g r e e n z o n e n e a r t h e s c h o o l , b u t a p a r t f r om
 o t h e r c h i l d c ar e c e n t e r s t o r e d u c e c o m p e t i t i o n .


 Chi ld care cent er in cl ud e:
     6       game        r ooms,       6    zones        f or    sleep,       wardr obe,          t oilet     an d
         f e e d i n g z o n e f o r e ac h g r o u p s e p a r a t e l y
     Sports r oom
     Music r oom
     Medic al and t r eat ment r oom
     Language r oom
     St udy r ooms
     C omput er r oom
     P s yc h o l o g i s t a n d s p e e c h t h e r a p y r o o m
 T h e b a t h r o o m s , k i t c h e n , d i n i n g r o o m , d r es s i n g r o o m a n d l o u n g e
 T h e t e r r i t o r y of c h i l d c a r e c e n t e r ( o u t d o o r a r e a ) i n c l u d e s :




                                                         12
         6 pl a yg r ou n ds
         Sp ort yar d

C h i l d c a r e c e n t e r i s d es i g n e d t o m e e t t h e n e e d s of p a r e n t s b y
pr ovi d i n g     ent er t ainment             and       educ ation           f ac i l i t i e s   f or      t heir
child r en. W ith only 20- 35 c hildr en per gr oup, eac h child will be
paid s uf f icient att ent ion.

F or t h e f u t u r e s m a l l c u s t o m e r s , c h i l d c a r e c e n t e r w i l l               of f er     a
c om p r e h e n s i v e r a n g e of s er v i c es :

     Educ ation and t ut or ing
     E n t er t a i n m e n t
     Music d e vel op m en t
     Art istic development
     G en e r a l d e v e l o p m e n t
     T h e ps ych ol og ic al d evel op m en t
     T r i p s t o c u l t u r a l s i t es ( t h e a t r e , m u s e u m s , e x h i b i t i o n s )

S er v i c es w i l l b e p r o v i d e d b y q u a l i f i e d s p e c i a l i s t s w i t h s u f f i c i e n t
e xp er i enc e      in    t his    f ield.     Act i vit i es     and      ent er t ainment             will      be
c on d u c t e d ac c o r d i n g t o c e r t a i n s t a n d a r d s f r o m t h e b e g i n n i n g o f
t h e d a y , i n c l u d i n g f ou r m e a l s a d a y ( 1 s t b r e a k f a s t a t 8 : 3 0 a m , 2 n d
b r e a k f as t a t 1 0 . 3 0 a m , l u n c h a t 1 2 : 3 0 , L u n c h a t 1 6 . 0 0 ) , t h e g a m e s
a n d ac t i v i t i e s , w a l k , a n d a n a p .

Ch il dc ar e c ent er wil l or g an i ze even ts, t r i ps exh i b it i on s, ch il dr en ' s
p a r t i es ( N e w Y e a r ' s , b i r t h d a y s , e t c . ) , a n d o r g a n i z a t i o n of p i c n i c s
t oget her wit h par ents.

E ver yd a y      kids‟      m eals      will     inc lude       b r e a k f as t ,    lunc h,      af t e r n o o n
s n ac k    and      dinner . Mandat or y               c ondition         will       be     e ver yd a y       nap
(15. 00 -16.00) ,           wh ich       gives         kids      good        healt h          and        p os i t i v e
developm ent.




                                                        13
2 . Ma rk e t i n g d e s c ri p t i o n o f t h e p ro j e c t
2. 1. Nat ur e of t h e in du str y

A c c or d i n g t o L a i n g a n d B u i s s o n ' s l a t e s t o c c u p a n c y f i g u r es , m a r k e t
c on d i t i o n s f or m a n y c h i l d r e n ' s n u r s er i e s m a y n o w b e s t a r t i n g t o
i m p r o v e a s B r i t a i n e m e r g es s l o w l y f r o m r ec e s s i o n . O n a v e r a g e U K
n u r s er i e s    wer e       op er at ing         with     a    v ac a n c y    r at e     (number          of
v ac a n c i e s as a % of p l ac e s ) of 1 7 . 5 % a t M a r c h 2 0 1 0 , c o m p a r e d
w i t h a 2 0 . 5 % v a c a n c y r a t e i n t h e m i d s t of r e c es s i o n a t t h e s t a r t of
2009.        P hilip       B lackbur n            (2010)         c omment ed:         “T he        c hildr en's
n u r s er i e s m a r k e t , a s w i t h o t h e r c h i l d c a r e s e r v i c es , h as s u f f er e d
during        the     ec o n o m i c      r ec e s s i o n    as   f alling       dem and         l ef t   man y
n u r s er i e s v u l n e r a b l e , wh i c h w as c o m p o u n d e d b y m o r e r e s t r i c t i v e
bank       lending,          and      c onc erns         o ver     the     s ust ainabilit y         of    loc al
a u t h or i t y e a r l y y e a r s f u n d i n g f or 3 a n d 4 y e a r o l d p l a c es . M a r k e t
c on d i t i o n s m a y b e s l o w l y i m p r o v i n g as t h e e c o n o m y b e g i n s t o
g r o w , a l b e i t s l u g g i s h l y . C e r t a i n l y r ec o v e r y i n t h e s ec t or w i l l b e a
s l o w p r o c es s , a l t h o u g h a n e w g o v e r n m e n t m a y f ac i l i t a t e a m o r e
b e n i g n e n v i r o n m e n t f o r b u s i n e s s es . ”

O v e r a l l i n t h e l as t f i v e y e a r s ( 2 0 1 0 i n c l u s i v e ) n u r s e r y f e e s h a v e
b a r e l y g r o w n i n r e a l t e r m s , a n d h a v e m a t c h e d g e n e r a l ec o n o m y
i n f l a t i o n a r y t r e n d s o v e r a l l . L a t e s t f i g u r e s s h o w t h a t n u r s er y f e e s
i n c r e a s e d a t d o u b l e t h e r a t e of ec o n o m y i n f l a t i o n d u r i n g 2 0 0 9 ,
r i s i n g b y a t l e a s t 4 % , d r i v e n b y s t r o n g u p w a r d c os t p r e s s u r e s f r o m
a b e t t e r q u a l i f i e d w o r k f or c e .

A n e s t i m a t e d t o t a l of 2 9 0 n u r s e r y g r o u p s ( t h os e w i t h 3 o r m o r e
n u r s er i e s ) ac c o u n t e d f or 2 0 . 5 % of t o t a l U K d a y n u r s e r y p l ac e s i n
2009.


Median          r a t es    (2011)         ar e      ap pr o xi mat el y     £4. 50         per     hour     f or
c h i l d m i n d e r s , £ 7 : 5 - £ 1 0 n e t p e r h o u r f or n a n n i e s , £ 6 0 - 1 0 0 p e r
w e e k f or a u p a i r s a n d £ 3 5 - £ 5 0 p e r d a y f o r d a y n u r s e r i e s .




                                                         14
2. 2. Lo nd on mar ket
T h e L o n d o n C h i l d c ar e m a r k e t i s w o r t h a n e s t i m a t e d £ 1 b i l l i o n , a n d
r e p r es e n t s 1 8 p e r c e n t of t o t a l c h i l d c a r e s p e n d i n g i n E n g l a n d . T h e
g r o w t h i n c h i l d c a r e p l a c es i n L o n d o n o u t s t r i p p e d a n y o t h e r r e g i o n
in t he c ount r y bet ween 2005 and 2011.
Supply        of    chil dc ar e       and      ear ly        ye ars     p r ovis i on    in    London         is
r elatively low, 13 perc ent age points below the nat ional aver age.
T h e c a u s es of t h e l o w e r a v a i l a b i l i t y of c h i l d c a r e i n L o n d o n a r e
c om p l e x .
C h i l d c a r e f e es i n L o n d o n a r e s i g n i f i c a n t l y h i g h e r t h a n t h e n a t i o n a l
a ver ag e. Pric es var y si g nif ic an tl y i n L on d on b ut ar e on aver ag e
bet ween           25%-      35%       mor e      ( as        a    r esult   of    higher        s t af f   and
a c c o m m o d a t i o n c os t s ) . A c c o r d i n g t o F S B s u r v e y ( 2 0 0 9 ) p ar e n t s
s p e n d a b o u t 3 0 % of h o u s e h o l d d i s p os a b l e i n c o m e o n c h i l d c a r e .
N at i o n a l l y , t w o o u t of f i v e p a r e n t s a r e e i t h e r u n s u r e of t h e q u a l i t y
of c h i l d c a r e p r o v i s i o n o r b e l i e v e i t t o b e p o o r a n d a m a j o r i t y of
p a r e n t s s a y t h e y w o u l d l i k e t o b e b e t t e r i n f o r m e d . T h e r ef o r e t h e
purpos e of           t h e c u r r e n t p r o j ec t        wi l l   be bas ed         on    qualit y     and
c u s t o m e r s w i l l b e e d u c a t e d r e g a r d i n g t h e q u a l i t y a n d s e r v i c es
pr ovi d ed .


2. 3. Th e siz e of th e Lo nd o n ch il dcar e mar ket

T h e L on d on ch il dc ar e mar ket - c over i n g 3 3 b or ou g hs - is pr o vi d ed
b y a p p r o x i m a t e l y 1 9 4 , 5 0 0 r e g i s t e r e d p l ac e s w i t h 1 5 2 , 3 0 0 of t h e s e
oper at ed by near ly 3, 900 childc ar e est ablishments, and 42, 200
p l a c es o f f er e d b y a p p r o a c h i n g 9 , 9 0 0 c h i l d m i n d e r s i n c l u d i n g l a r g e r
childminding gr oups.

F igure 1          shows        „D om est ic‟         childminder              and        „non -dom est ic ‟
c h i l d c a r e p l ac e s i n L o n d o n a n d R e s t of E n g l a n d , a t A p r i l 2 0 1 0




                                                         15
  Fig ur e 1 ‘ Do mest ic’ chi ld min der and ‘ n on - d omesti c’ ch il dcar e
  pl aces in L on do n




Source:
h t t p : / / ww w. l d a . g o v . u k / D o c u m e n t s / T h e _ L o n d o n _ C h i l d c a r e _ M a r k e t _ L a b o u r _ M a r k e t _
Res earch_Series_5_10835.PDF



  A s m e a s u r e d b y s p e n d i n g o n c h i l d c a r e f e es , t h e L o n d o n c h i l d c a r e
  m a r k e t i s w o r t h a n e s t i m a t e d £ 1 b i l l i o n , a n d r e p r e s e n t s 1 8 % of
  childc ar e           s pending              in      E ngland,             which           is      es t i m a t e d        at      an
  a n n u a l i s e d £ 5 . 7 b i l l i o n . O n l y t h e S o u t h E a s t h as h i g h e r o v e r a l l
  childc ar e r egional s pending t han London, wort h an annualis ed
  £1 . 1 bi ll i on (R og er T ym & P art n ers , 2 0 1 0)

  F i g u r e 2 s h o ws s p e n d i n g o n c h i l d c a r e i n c a l e n d a r 2 0 0 9 b y E n g l i s h
  r egion




                                                                    16
Fig ur e 2 Sp endi n g o n chi ld care i n cal en dar 2009




Source:
h t t p : / / ww w. l d a . g o v . u k / D o c u m e n t s / T h e _ L o n d o n _ C h i l d c a r e _ M a r k e t _ L a b o u r _ M a r k e t _
Res earch_Series_5_10835.PDF



F i g u r e 3 Sh a r e o f n o n - d o m e s t i c c h i l d c a r e p l a c e s b y s e c t o r ,
2010




  Source: Laing & Buisson (2010) „Childcare m ark et m anagem en t: how the Unit ed
  Kingdom Governm ent has reshap ed its role in devel oping earl y childhood
  education and care,‟ Contem por ar y issues in Ear l y Childhood, 8(3): 192 -20




                                                                   17
Anal ysis o f bu si ness enviro n ment
I t i s i m p o r t a n t t o e x p l o r e t h e m a r k e t f r o m a c l i e n t ' s p os i t i o n . T h e
m a i n c l i e n t s a r e t h e p a r e n t s of c h i l d r e n w h o w i l l u s e t h e s e r v i c e s
of c h i l d c a r e c e n t er .
T h e c u r r e n t p r o j e c t h as t h e p o t e n t i a l a s t h e d e m a n d i n t h i s a r e a
wil l n e ver b e st op p ed .
F or b e t t e r u n d e r s t a n d i n g of t h e t a r g e t m a r k e t t h e m a r k e t s h o u l d
b e s e g m e n t e d as f ol l o w i n g :
        P ar e n t s o f c h i l d r e n a g e d f r o m 2 t o 5 y e a r s
        P ar e n t s o f c h i l d r e n a g e d f r o m 5 t o 1 2 y e a r s
        F a m i l i es w i t h d o u b l e - m i d d l e - i n c o m e
        F a m i l i es w i t h s i n g l e i n c o m e a b o v e a v e r a g e
        S oc i a l c l as s - e m p l o y e e s , m a n a g e r s , b u s i n e s s p e o p l e
        Inc ome- a ver ag e, ab ove a ver ag e, hi g h


M a i n l y t h e c u s t o m e r s wi l l b e d i v i d e d i n t o f o l l o w i n g g r o u p s :
    F u l l - T i m e W or k i n g C o u p l es
T h e c h i l d c a r e c e n t e r w i l l es t a b l i s h a s i g n i f i c a n t l y l a r g e , f u l l - t i m e ,
r e g u l a r c l i e n t b as e i n o r d e r t o e s t a b l i s h t h e h e a l t h y , c o n s i s t e n t
r even u e         bas e whic h           wi l l e n s u r e      st abilit y       of      the       bus iness.
Cust om er an d c ommu ni t y r el at i ons ar e ext r emel y imp ort an t, as i t
is i mp er at i ve t o keep t h e p ar ents p l eas ed i n or d er t o keep th ei r
childr en in the c hildc ar e c ent er .
    A f t er S c h o o l C a r e
A n o t h e r l a r g e s e g m e n t of t h e c h i l d c a r e c e n t e r w i l l b e i n t h e af t e r
school c ar e market .                 T h i s c l i e n t b a s e w i l l p r o v i d e a h i g h e r p r of i t
f or     t h e c h i l d c ar e c e n t e r .       By     of f er i n g    t ut or ing,     and       ad van c ed
s t u d i e s i n t e c h n o l o g y , t h e a t r e , a r t s a n d s c i e n c es , t h e c h i l d c ar e
c en t e r w i l l a t t r ac t p a r e n t s w h o a r e r e a d y t o p a y f or t h e e d u c a t i o n
of t h e i r k i d s .




                                                          18
Strateg y an d I mpl ement at io n Su mmary
The      t ar get      cust omers ar e             dual        inc om e,       m i d d l e - c l as s f a m i l i e s
w h o v a l u e t h e q u a l i t y of e d u c a t i o n a n d c h i l d c a r e p r o v i d e d f or
t h e i r c h i l d r e n a g es 2 y e a r s t o 1 2 y e a r s .


2. 4. Valu e Pro po si ti on
Childc ar e c ent er value pr oposition is quit e clear and quit e easily
d i s t i n g u i s h e d f r o m o t h e r s i n t h e m a r k e t . C h i l d c a r e c e n t e r w i l l of f er
un i qu el y p r emi u m c hi l d c ar e s er vic es, e xp er i enc e an d ed uc ati on al
l e v e l of t h e i n s t r u c t o r s a n d c o m m u n i t y i n v o l v e m e n t .


2. 5. Co mp eti ti ve E dg e
Childc ar e c ent er will st ar t with a cr it ic al c ompet it ive edge: t her e is
n o c o m p e t i t o r i n o u r m a r k e t t h a t i s of f e r i n g t h e s a m e c o n c e p t ( 4
t i m es s p e c i a l i z e d m e a l , d a y s l e e p , q u a l i t y of e d u c a t i o n a l p r o g r a m
an d ch il d c ar e s er vic es i n on e) .


2. 6. M arket in g Str at eg y
M a r k e t i n g i n t h e c h i l d c ar e i n d u s t r y d e p e n d s l a r g e l y o n r e p u t a t i o n
a n d r ef e r r a l . A t C h i l d c a r e c e n t e r t h a t r e p u t a t i o n wi l l s t a r t w i t h i n
c om m u n i t y s t r e n g t h e n e d b y C t h os e c e n t e r w i l l s e r v e .


2 . 7 . P r o m o t i o n St r a t e g y
Childc ar e        c ent er      will     depend          on     client       r ef e r r a l s ,   c ommu ni t y
e x p o s u r e a n d d i r ec t m a i l c a m p a i g n s as a m a i n w a y t o r e a c h n e w
clients. A dditionally pr omot ions will inc lude:
    A d v e r t i s i n g . T h e c o r e p os i t i o n i n g m e s s a g e wi l l b e d e v e l o p e d :
        " H e a l t h y e d u c a t i o n f or t h e k i d s " t o d i f f er e n t i a t e s e r v i c e f r o m
        the      c ompetition.             Dir ect       mail       c ampaigns ,             pr e- enr olmen t
        d r i v e s , a n d l oc a l c o m m u n i t y n e w s p a p e r wi l l b e u s e d t o l a u n c h
        the initial c ampaign.
    S a l es B r oc h u r e w h i c h w i l l g i v e a b r i ef d es c r i p t i o n of t h e
        s er v i c e s of f e r e d




                                                        19
    Dir ect Mail. C hildc ar e c ent er will s end quart er ly dir ect mai l
        c am p a i g n s t o t h e h o u s i n g d e v e l o p m e n t s i n a 1 0 - m i l e r a d i u s
        of    the     c ent er .      C h i l d c ar e      c ent er   wi l l   als o     of f er    monthl y
        c al e n d a r s f or p a r e n t s a n d c o m m u n i t y , n o t i n g w e e k e n d f a m i l y
        d a y s a n d o t h e r o p e n h o u s e a p p r o a c h es .
    C o m m u n i t y I n v o l v e m e n t . C h i l d c a r e c e n t e r wi l l b e a c t i v e i n t h e
        near by       c ommu ni t y,         spons oring           events        at     the     c ommunit y
        c en t e r f or f a m i l i es a n d r e s i d e n t s .


2 . 8 . P r i c i n g St r a t e g y
C h i l d c a r e c e n t e r m u s t c h a r g e a p p r o p r i a t e l y f or t h e h i g h - e n d , h i g h -
q u a l i t y e d u c a t i o n a l a n d c ar e g i v i n g s er v i c e s        of f er e d . C h i l d c a r e
c en t e r r e v e n u e s t r u c t u r e h a s t o s u p p o r t c o s t s t r u c t u r e , as w e l l as
th e s al ari es whic h wil l b e p ai d mus t b e b al anc ed b y th e r e ven u e
c h ar g e d .
C h i l d c a r e c e n t e r wi l l b e p r i c e c o m p e t i t i v e i n t h e s e r v e d m a r k e t ,
h o w e v e r , C h i l d c a r e c e n t e r wi l l n o t s u b s c r i b e t o t h e " l o w p r i c e
l e a d e r " c on c e p t . T h e q u a l i t y of s er v i c e wi l l s u p p o r t t h e p r i c es
which will be char ged.



Web Pl an Summar y
T h e C h i l d c a r e c e n t e r w e b s i t e wi l l b e t h e v i r t u a l b u s i n e s s c ar d a n d
portf olio f or the c ent er , as well as its online " h ome. "
I t w i l l s h o w c as e t h e c a m p u s , c u r r i c u l u m a n d ac t i v i t y c al e n d a r f o r
the c ent er.        I t w i l l a l s o p r o v i d e f or a n I n t e r n e t b ac k g r o u n d of t h e
ins truc t ors, online pr ojects post ed by t he c hildr en , the c ampus
n e ws l e t t e r a n d o n l i n e e n r o l m e n t .
T h e C h i l d c ar e c e n t e r w e b s i t e w i l l b e s i m p l e , y e t c l a s s y a n d w e l l
d es i g n e d , b u t a t t h e s a m e t i m e , i n k e e p i n g w i t h t h e l a t es t t r e n d s
i n u s e r i n t e r f ac e d e s i g n .   A s i t e t h a t i s t o o f l as h y , o r t r i es t o u s e
t o o m u c h of t h e l a t es t t ec h n o l o g y c a n b e o v e r - d o n e , a n d m a y n o t
be support ed by all br ows ers.




                                                           20
T h e ke y t o t h e web si t e str at eg y wil l b e pr es en ti n g a ver y w el l
d es i g n e d     and      i n f or m a t i v e W e b        pr es enc e      that        will   mar ket      the
Childc ar e          c ent er         image,       s er vic e        of f er i n g s      and        c ommu n it y
c om m i t m e n t .


2 . 9 . W e b s i t e M a r k e t i n g St r a t e g y
T he C hildc ar e c ent er webs it e                    wi l l     emb od y t h e mis si on               of   th e
c en t e r .     I t w i l l n o t o n l y of f e r v i s i t o r s t h e o p p o r t u n i t y t o " l o o k
a r o u n d " t h e c e n t e r , b u t i t w i l l g i v e t h e m a g o o d i d e a o f t h e l e v e l of
q u a l i t y a n d s e r v i c e t h e y c a n c o m e t o e x p e c t f r o m t h e c en t e r .
M os t l y     i n f or m a t i v e   in   nat ur e,         the    websit e           wi l l   be    a   digit al
r e p r es e n t a t i o n of p h ys i c a l c e n t e r .




                                                         21
3 . Ma n a g e me n t p la n
T h e o p e n i n g m a n a g e m e n t t e a m of C h i l d c ar e c e n t e r w i l l c o n s i s t o f
the      f ou n d e r      or     f ounder          and        a    part ner,     a     c e n t er   d i r ec t o r
a n d a d m i n i s t r a t i v e as s i s t a n t .


3. 1. Personnel Plan
T h e c u r r e n t c e n t e r w i l l b e p r o v i d i n g s e r v i c es f o r n o t m o r e t h a n
1 5 0 k i d s . T a b l e 1 i l l u s t r a t es t h e r e q u i r e d p e r s o n n e l f o r t h e f i r s t
y e a r , w i t h a p p r o x i m a t e p a y r o l l i n c r e a s e of 5 % .
Tabl e 1 Pr op osed per son nel pl an an d sal ari es i n £ (salaries
b a s e d o n U K a ve r a g e s a l a r y f o r t h e p a r t i c u l a r i n d u s t r y )
                                       Number of             Salary             Total monthly        Total annual
                                       staff
                                                       I. Full time staff
Center Director                                 1                  4,000              4,000              48,000
HR manager                                      1                  2,500              2,500              30,000
Financial manager                               1                  3,500              3,500              42,000
Methodist                                       1                  2,500              2,500              30,000
Music teacher                                   1                  2,000               2,000              24,000
Nanny                                           6                  2,500              15,000             180,000
Nanny assistant                                 4                  1,500              6,000              72,000
Baby food technologist                          1                  2,000              2,000              24,000
Cook                                            1                  2,000              2,000              24,000
Cook assistant                                  1                  1,500              1,500              18,000
Worker                                          1                  1,000              1,000              12,000
Kitchen worker                                  1                  1,000              1,000              12,000
Supply manager                                  1                  2,000              2,000              24,000
Cleaner (cloth washing)                         1                  1,200              1,200              14,400

              Total                            22                                     46,200             554,400
                                                       II. Contract staff
Psychologist                                    1
Speech therapist                                1
Computer teacher                                2
Teacher (preparation for                        2
school)
Teacher (tutoring school                        3
kids)
Art teacher                                     1




                                                            22
Dance Teacher                              1
Sport teacher                              1
Language teacher                           1
Total                               13 contract staff
                                    Payment under the contract, not exceed 30,000 (annual 360,000)

                                                III. Outsourcing
Medical staff                              1                       1,750          1,750             21,000
Maintenance                                1                       1,000          1,000             12,000
Electrician                                1                       1,500          1,500             18,000
Security                                   2                       2,000          4,000             48,000
Total:                                     5                                      8,250             99,000
TOTAL salaries                                                                   84,450           1,013,400


3.2.       Organizational Structure
F or r e a l i z a t i o n of t h e c u r r e n t p l a n t h e o r g a n i z a t i o n s t r ac t u r e i s
pr opos ed .       The      pr opos ed         st ruc tur e      is    vert i val ,    whic h     allows
d i r ec t o r t o m a n a g e a n d m o n i t o r t h e w o r k of c h i l d c ar e c e n t e r
ef f ec t e v e l y a n d t o b e i n v o l v e d i n a l l t h e d e c i s i o n s m a d e .




                                                     23
                                                Ow n e r


        F i n a n c ia l ma n a g e r                         HR m a n a g e r


                                        Ce n t e r d i r e c t o r




   M e t h o di st                               Na n n y                                      Supply
                                                                                              manager

                     Sport                                           Na n n y
                                               M u si c
                    teacher                                          a ssi st a n t
                                              teacher
                  ги м н а с т и к
                        и                                                 Art teacher
                 Co m p u t e r         Te a c h e r  (school
                  teacher                 prepar ati on and
                                             tutoring)



                     L a n g u a ge           Te a c h e r             Te a c h e r f o r
                       teacher                    for                  c r e a t i ve
                                             h o m ew o r k            d e ve l o p m e nt

                                                                             Speech
               P syc h o l o g i st             Da n c e                   t h e r a p i st
                                               teacher


                                                         W or k er
Medic al       Maint enanc e                                                             B aby f ood
s t af f                                                                               t ec h n o l o g i s t

                E l ec t r i c i a n            Kitc hen wor ker
                                                                                   C ook

                     S ec u r i t y
                                            W or k er t o w a s h a n d
                                            ir on clot h                           C o o k as s i s t a n c e




                                                24
4. Fin an c i al P l an
Childc ar e c ent er will f inanc e gr owt h mainly thr ough c ash f low.                                          It
is    r ec ognized t hat            t his     means            the      c e n t e r wi l l   have        to   gr ow
gr adually int o t he planned c ampus es.
T h e m os t i m p o r t a n t f ac t o r i n t h i s c as e i s e n r o l l m e n t .           C ent er must
s t a y f oc u s e d o n e n r o l l m e n t p l a n a n d m a i n t a i n b u d g e t e d e n r o l l m e n t
levels .
Adequat e st art -up c apit al is                      as s u m e d . F r o m t h e b e g i n n i n g , i t
i s r e c o g n i z e d t h a t t o t a l e n r o l l m e n t i s c r i t i c a l , wh i c h i s a f ac t o r
th at must b e i nf l u enc ed i mmed i at el y.                          T ax r at es and pers onnel
b u r d e n a r e b as e d o n c o n s e r v a t i v e a s s u m p t i o n s . A l l t h e n u m b e r s
t a k e n f r o m t h e p e s s e m i s t i c p o i n m t of v i e w , w h e n t h e c os t s ar e
o v e r a v a r a g e a n d t h e p r i c e p e r u n i t i s l es s t h a n a v a r a g e , i n o r d e r
t o avoi d u n exp ect ed si tu at i ons .
Genera l A ssu mpt ion s
                                      Year 1             Year 2                 Year 3
Plan Mo nth                           1                  2                      3
Tax Rate                              30.00%             30.00%                 30.00%
Other                                 0                  0                      0


4. 1. Key Fi nanci al In di cat ors
Childc ar e           c ent er        f or es e e s          a        gr adual gr owt h             in        s ales
( e n r o l l m e n t ) a n d o p e r a t i n g e x p e n s es i n t o t h e s ec o n d a n d t h i r d
year . Mai n exp ens es wil l b e c onc er n wit h l an d p urch as e an d
c on s t r ac t i n g t h e c e n t e r .
I t i s p r o j e c t e d t h a t t h e r a w g r os s m a r g i n w i l l r e m a i n s t a b l e f or t h e
f i r s t t h r e e y e a r s s i n c e e x p e n s e s a r e r e l a t i v e l y i n d i r ec t i n t h e
s er v i c e b as e d c o u r s e w o r k i n d u s t r y .          O p e r a t i n g e x p e n s es i n c r e a s e
g r a d u a l l y a s e n r o l l m e n t i n c r e as e s .


4. 2. Sales Fo recast
T a b l e 2 g i v e a r u n - d o w n o n f o r ec a s t e d s a l e s .




                                                         25
F or t h e f i r s t   eight mont hs         of     oper at ion,        Childc ar e cent er       has
assumed           a     c ons er vat i ve     enr olment .              C on s eq u ent l y,   init ial
en r ol men t e xp ect ed t o b e f ar l ess th an an tic i p at ed f ut ur e ye ar
levels .
Tabl e 2 sal es f or ecast
Sal es Foreca st

                                                         Year 1              Year 2            Year 3
Unit S ales
Full tim e c hild ren:                                   75                  90                90

Grou p 1 ( 2- 3 ye ars) max 3 0                          25                  30                30
peo ple
Grou p 2 ( 3- 4 ye ars) max 3 0                          25                  30                30
peo ple
Grou p 3 ( 4- 5 ye ars) max 3 0                          25                  30                30
peo ple
Aft er s chool c hildr en                                80                  95                95
Group       4    (5-7     years)     max      30         25                  30                30
peo ple
Group       5    (7-9     years)     max      30         25                  30                30
peo ple
Group      6    ( 9-12     years)     ma x    35         30                  35                35
peo ple
Total Unit S ales                                        155                 185               185
Unit P ri ces                                            Year 1              Year 2            Year 3
Full tim e c hild ren:                                    1,350,000            1,620,000         1,620,000

Grou p     1    (2-3     ye a rs)   pric e   pe r             450,000             540,000           540,000
child £1, 500 pe r mon th
Grou p     2    (3-4     ye a rs)   pric e   pe r             450,000             540,000           540,000
child £1, 500 pe r mon th
Grou p     3    (4-5     ye a rs)   pric e   pe r             450,000             540,000           540,000
child £1, 500 pe r mon th




                                                    26
Aft er s chool c hildr en                                         1,920,000               2,280,000                2,280,000
Grou p       4    (5-7      ye a rs)      pric e      pe r         600,000                  720,000                  720,000
child £ 2, 000 pe r mon th
Grou p       5    (7-9      ye a rs)      pric e      pe r         600,000                  720,000                  720,000
child £ 2, 000 pe r mon th
Grou p 6 ( 9-12 ye ars ) pri ce pe r                               720,000                  840,000                  840,000
child £ 2, 000 pe r mon th
Total S al es                                                     3,270,000               3,900,000                3,900,000



I n i t i a l e x p e n s e s i n c l u d e c h i l d f o o d d a i l y £ 3 , 4 t i m es p e r d a y - £ 1 2
t h e r ef o r e m o n t h l y f o o d e x p e n s e s w i t h o u t c o u n t i n g s u p p l y i n c r e a s e
i s £ 4 0 , 3 2 0 p er m o n t h i n f i r s t y e a r ( £ 4 8 3 , 8 4 0 a n n u a l l y ) ; £ 5 0 , 4 0 0
per      mont h        in     s ec o n d         and         thir d     ye ar     ( £604, 800           annually) .
A d d i t i o n a l l y , t h e m a i n t a i n a n c e c os t , e l e c t r i c i t , i n t e r n e t , t e l e p h o n e
c on n ec t i o n s , m e d i c a t i o n , a n d o t h e r m o n t h l y e x p es n s es w i l l b e
a s s u m e d a s £ 1 5 0 , 0 0 0 p e r y e a r . T h ef o r e t h e t o t a l as s u m e d c os t s
per annum will be:

 S alaries:                                                    F ood:

     1st ye ar - 1, 01 3 ,4 0 0                                       1st ye ar - 48 3, 8 4 0

     2nd year – 1, 064, 070                                           2 nd ear- 604, 800

     3rd year - 1,117, 273                                            3rd year - 604, 800

 Oth er exp ens es - 1 50 , 00 0                               T ot al c osts:

                                                                       1st ye ar – 1 , 64 7, 2 4 0

                                                                       2 nd year – 1, 818, 870

                                                                       3rd year – 1, 872, 073




                                                             27
Table 4 P lan of pr of its/ loss

Sales/ Expenses             Total per annum 1st          Total per annum 2nd          Total per annum 3rd
                            year                         year                         year
Sales                              3,270,000                    3,900,000                    3,900,000
Expenses                           1,647,240                    1,818,870                    1,872,073
Approximated                       1,622,760                    2,081,130                    2,027,927
profit/loss



4. 3. Break even p oi nt
Br eak even point = FC / ( (100- %VC )/ 100)

FC per mont h = 96, 950
VC- 21.36%
Br eak even point = 123, 283
I n o r d e r t o c o v e r i n i t i a l e x p e n s es a n d t o s t a r t e a r n p r of i t c h i l d c ar e
c en t e r s h o u l d r e a c h m o n t h l y s a l e of 1 2 3 , 2 8 3 . B a s e d o n p r o j e c t e d
s al e s t h e m o n t h l y p r of i t w i l l b e 1 3 5 , 2 3 0 a n d i f t h e o c c u p a n c y w i l l
b e f u l l t h a n t h e m o n t h l y p r of i t wi l l b e 1 7 3 , 4 2 7 .


4. 4. Payb ack p er io d
Assu mp ti on s:
     100% load                                                S t a b l e c os t s
     S t a b l e s a l a r i es                               St able pric e per child
 Year      Cash flow     Accumulated
         0    -5,000,000      -5,000,000
                                                                P ayb ac k p er i od = 2 year s 6 mon t h
         1   1,622,760        -3,377,240
         2   2,081,130        -1,296,110                        I f t h e p r o f i t a n d e x p e n s e s f or t h e
         3   2,027,927           731,817                        n ext 3 year s wil l b e th e s am e,
         4   2,027,927         2,759,744                        t h a n t h e p a y b a c k p e r i o d of t h e
         5   2,027,927         4,787,671                        invest ments will be 2 years 6
         6   2,027,927         6,815,598                        month
         7   2,027,927         8,843,525
         8   2,027,927       10,871,452
         9   2,027,927       12,899,379
        10   2,027,927       14,927,306




                                                      28
Appendixes

A p p e n d ix 1

1 s t f l o o r 6 25 m² ( 2 5 m* 25 m) . H i gh – 3 m.
1 – En tr anc e – 6 m²

    1. – St airs gr ound f loor – 4,5m²

    2. – St airs – 1s t f l o or – 4 , 5 m²

    3. – St airs – 2 nd f l oor – 4, 5 m²

2 – C or ridors

3 – Ph ys i ol og ist r oom – 7 ,5 m²

4 – Sp e ech t h er ap ist r oom – 7 ,5 m²

5 – C omput er r oom – 27 m²

6 – T u t ori n g r oom – 2 4 m²

7 – Art r oom – 24 m²

8 – L an g u ag e r oom – 2 4 m²

9 – R oom f or school st ud i es – 24 m²

1 0 – M e d i c a l b l oc k – 3 3 m ²

1 0 . 1 – R o o m f or m e d i c a l t r e a t m e n t – 6 m ²

10 . 2 – D oct or r oom – 12 m²

1 0 . 3 – R o o m f or i n j ec t i o n p r e p a r a t i o n a n d s t o r a g e of m e d i c a t i o n s
– 4 m²

1 0 . 4 – W as h r o o m – 4 m ²

10. 5 – Is olat or – 6 m²

11 – S p orts r oom – 77 m²

1 2 – C af e – 8 , 2 5 m ²

1 3 – W as h r o o m f o r k i d s – 2 , 2 5 m ² .

1 4 – W ar d r o b e f or s c h o o l k i d s c o m i n g i n t h e af t e r n o o n – 7 , 5 m ²

1 5 – W ar d r o b e f or s t af f – 3 m ²




                                                    29
16 – Music r oom – 7 5 m²

17 – Met hodist r oom – 12, 5 m²

1 8 – C h a n g i n g r o o m f o r s t a f f wi t h s h o w e r – 6 , 2 5 m ²

1 9 – T o i l e t f or s t af f – 1 , 5 m ²

2 0 – W as h r o o m f o r s t af f – 2 , 2 5 m ²

21 – F o od bl oc k t ot al 1 48 , 5 m² i ncl u di n g:

21 . 1 – S t or ag e f or p owd er mat er i als – 1 8 m²

21 . 2 S t or ag e f or meat an d f ish – 9 m²

21. 3– R oom f or meat – 6 m²

21. 4 – S t or age f or plac es and ut ensils – 6 m²

2 1 . 5 – R o o m f or p r e p a r i n g f i r s t v e g e t a b l es – 9 m ²

2 1 . 6 – R o o m f or p r e p a r i n g s ec o n d v e g e t a b l es – 6 m ²

21 . 7 – C ol d st or ag e – 8 m²

2 1 . 8 – T ec h n o l o g i s t r o o m – 8 m ²

2 1 . 9 – W as h i n g r o o m f o r d i s h e s – 1 0 m ²

21 . 10 – R oom f or c ooki n g – 9 2 m²




                                                   30
         1 Floor 625           m²    (2 5*25 ). High 3 m
                                                               21.4
                    2                                                                           1.3                            10.4       10.3
                    ко р идо                                                                                                                          10.2           10.1 6
                    р                                                                1                                10.5                       10

                                                                                                1.2
           21.1                      21.2                 21.5


                                                                                                      2 Corrido rs                                      9 24


                                                        21.6
                                     21.3




                                            21                   21.7                                                                                                         3
14,5
                                                                                                                                                             8 24             1
           21.10




                                                                                                                      11


                                                 21.9
           21.8                                                                                                                                                  7
           к аб . те х но ло г а 8
           кв .м
                                                                      20
               17                                18                   ум ыв ал. д/ персо
    2,                                                                н 2 ,25
    5
                                                                        19                      13
                                                                                                                     12

    1,                                                                                                                                                           6
    2




                                                                                           15
                        16                                                                                            14


7
м                                                                                                                                                            5




                                                                                            1.1                            3          4



                                                                                                           25
                                                                                                           м
                                      2 n d f o o l r – 6 2 5 m ² . ( 2 5 *2 5 ) . Hi g h t – 3 m
4 Ki ds r o oms
1 – Entr anc e

1. 2 - S t airs

2 – C orr idor
3 – 1s t gr ou p – 1 0 5, 3 m² .

3. 1   – W ar d r o b e – 1 8 m ² .

3. 2   – W as h i n g r o o m – 1 6 m ² .

3. 3   – E ati n g zon e – 3 m².

3. 4   – Sl eep i n g zon e – 29 m² . (2 l e vel b ed s )
3. 5   – Pl a yi n g r o om – 4 0, 3 m² .

4 – 2 nd gr ou p – 1 2 0 m² .
4. 1   – W ar d r o b e – 1 8 m ² .

4. 2   – W as h i n g r o o m – 1 6 m ² .

4. 3   – E ati n g zon e – 3 m².
4. 4   – Sl eep i n g zon e – 30 m² . ( к р оват и в д ва яр ус а)

4. 5   – Pl a yi n g r o om – 5 1 m² .

5 – 3r d gr ou p – 16 3, 8 m².

5. 1   – W ar d r o b e – 1 8 m ² .




                                                               32
5. 2   – W as h i n g r o o m – 1 6 m ² .

5. 3   – E ati n g zon e – 3 m².
5. 4   – Sl eep i n g zon e – 52 , 5 m²

5. 5   – P l ayi n g r oom – 5 4, 6 m².

6 – 4t h gr ou p – 1 74 m².

6. 1   – W ar d r o b e – 1 8 m ² .

6. 2   – W as h i n g r o o m – 1 6 m ² .
6. 3   – E ati n g zon e– 3 m² .

6. 4   – Sl eep i n g zon e – 52 m² . ( к р оват и в д ва яр ус а)

6. 5   St ud y r oom an d pl a yi n g zon e – 7 1 ,4 m².




                                                           33
2 nd f l o or – 6 25 m² . ( 2 5*2 5) . Hi gh 3, 10 м.
                    5,4m                         3,6                                                              2,6          8,4
                                                 м                                                                м            м


                                                  3.1                                  1.2
             3. 5                                                                                            5. 1                    5.5

6,5m                                     5                                                                                                     6,5m
                                         м


                                                                                                     5,6
                                                                 2                                   м
                                             3
                                                                                                 5


                                 3.3                                                                  5.3.
       3.4                                                                                            Буф
                                                 3.2
                                                                                                      ет
                                                                                                      3м
                                                                                                                                       5. 4    5m
                                                           5,3                   5.2

                                   3,5
                    6м             м

                                                                                                                         11m
                                                 4.2                       6.2
       4.4
                                                           5,3
                                                                                                                                 6.4
                           4.3                                                                             6.3                                5
                                                                                                                                              м

                                                                                                 6
                                                       4




                                                                                                                                     6.5
                4.5 Г
                                                                                                                 6.1
8
                                                                     2
м                                                                                                                                             8,
                                             6,5                                                                                              5м
                                             м
                                                 4.1                 1.2

                                                                                             1



                    6,4м                           2,8                                                             3,6          8,4
               Gro u n d f l o o r – 6 2 5 m ² . ( 2 5 *2 5 ) . Hi g h - 3 , 5 m .
1 – Entr anc e

1. 1    – St airs

2 - C h a n g i n g r o o m f o r b o ys – 1 5 m ² .

3 – C h an g in g r oom f or g ir ls – 27 m².

4 – St ud y r oom – 3 0 m².

5 – S t af f r o o m – 1 8 m ² .

6 – Of f ic e r oom – 1 8 m².

7 – D ir ect or R oom – 18 m².

8 – S t u d y r o o m f o r a f t e r n o o n c l as s es – 2 5 , 5 m ² .

9 – W as h i n g a n d c l e a n i n g r o o m – 1 9 , 5 m ² .

10 – St or ag e of cl e an cl ot h – 6 m².

11 – C l ean i n g r oom № 1 – 3 8, 5 m².

12 – C l ean i n g r oom № 2 – 3 1, 5 m². ,

1 3 – W as h i n g r o o m – 7 m ² .

14 – Sp or ts r o om – 99 m².

1 5 – S wi m m i n g p o o l a r e a s – 1 1 8 m ² . I n c l u d i n g :

15. 1 – T oilet – 1, 5 m².

15 . 2 – Sh ow er – 4 , 5 m² .

15 . 3 – St eam b at h ar ea– 8, 7 5 m² .

15 . 4 – P ool – 40 m².

15 . 5 – C h an g in g r oom f or g ir ls – 7, 5 m² .

1 5 . 6 – C h a n g i n g r o o m f o r b o ys – 7 , 5 m ² .

15. 7 – Electr ic al r oom
     Gr ound f loor – 625 m². (25* 25). H igh – 3,5 m
                           9м                                                 5м                                               5м                              6
                                                                                                                                                               м
                                                                                                                      2
                                                     2,                                                                                     6,5м                       2,5
                                                                                                                      м
                                                     5                                                                                                                 м
                4м                                                                      1.1
                                                16                   1                                               10
                                                                                                                                    9
                                         5                                                                  3


               15.4

                                                                                                                                                   8
        10
                                                                                                                                                                              3
        м                                    15.5

12
                                                     2,5
                                                                                    12                          11
                                                                                                                                                           7                  3
                                         15.6                  3
                                                                         9м
                                             раз дев алк
                                             а
                                                                                                                                                           6                  3
                                                 1                                                                        11
                                                 5

2,     15.3                     15. 2                15. 1
5
                                                                                                                                                       5                      3
                                                               1,
                                                                                   13
                                                               5
         3,5                            3м                 1
                                                                              M                     F



                                                                                   was hi ng
                      14                                                                                         3,5
                                                                                                                                                       4
                                                                                                                                                                              5

1
                                                                                              co rri do r
1




                                                               1.1                                                                                     3
                                                                                                                 2
                                                                                                        1                               3                                    4,
                                                                                                                                        м                                    5



                                                                                                                               5м                                  6
L a n d a re a . 7 5 м . * 35 м . = 2 62 5 m ² .


                                            33m


                                                                          20m                      22m
                     4m


                                                             P la yin g y ard
                                                             fo r sm all           6,75m
                            Childc ar e                      kids)135 m²
                            c en t e r
                                                                                           Sports yard

                                                                                           720m²
                                                             P la yin g y ard       9m


                                                             180   m²




  35m                                                   25
                                                        м



                                                              P la yin g y ard
                                                              180 m²                9m




                                                   3m
                                                             P la yin g y ard
                                                             205 m
                                                                                 10,25m
                                    2,5 m
           5m
                    6m
Ref e ren ce s
A n g , L ( 2 0 0 7 ) E n c yc l o p a e d i a of E a r l y E d u c a t i o n , v o l . 4 , 1 2 9 7 -
1 3 0 0 . W es t p o r t : G r e e n w o o d P r e s s .

An ni n g, A ., C ott r el, D ., Fr ost , N. , Gr een , S. & R ob i ns on, M. ( 20 0 6 )
D e v e l o p i n g M u l t i - p r of e s s i o n a l T e a m w o r k f or I n t e g r a t e d C h i l d r e n ‟ s
S er v i c es . M a i d e n h e a d : O p e n U n i v e r s i t y P r es s .

B all,      S.     ( 2007)         E duc at ion          plc:       underst anding                privat e         s ect or
part icipation in public s ect or educ ation. London: R outledge.

B l ac k b u r n , P . ( 2 0 0 9 ) C h i l d r e n ’s N u r s e r i e s U K M a r k e t R e p o r t .
London: Laing & B uiss on

B r e w e r , M . , C r a wf o r d , C . & D e a r d e n , L . ( 2 0 0 9 ) H e l p i n g F a m i l i e s ;
childc ar e,          ear ly       educ ation,             and        wor k –lif e         b a l a n c e.      E l ec t i o n
b r i ef i n g 2 0 0 5 . L o n d o n : I n s t i t u t e o f F i s c a l S t u d i e s .

Ch il d D a y C ar e S er vic es (2 0 11 ) [ On li n e] A vai l ab l e at
h t t p : / / w w w. b l s . g o v / o c o / c g / c g s 0 3 2 . h t m [ A c c es s e d 5 J u l y 2 0 1 1 ]

Child nurs er y r epor t (2010) [Online] A vailable at
h t t p : / / w w w . l a i n g b u i s s o n . c o . u k / L i n k C l i c k . as p x ? f i l e t i c k e t = A 7 H X J V V
FW f Y% 3 D & t a b i d = 5 5 8 & m i d = 1 8 8 8 [ A c c es s e d a t 6 J u l y 2 0 1 1 ]

Clar ke, K. (2006) C hildhood, P ar enting and E ar ly I nt er vention: a
c r i t i c a l e x a m i n a t i o n of t h e S u r e S t a r t p r o g r a m m e , C r i t i c al S oc i a l
P olic y, 2 6( 4) , 6 99 -7 2 1.

K azi mirs ki , A. , S mit h, R ., Bu tt , S., I r el an d, E . an d L l o yd , E. ( 20 0 8)
C h i l d c a r e a n d E a r ly Y e a r s S u r v e y 2 0 0 7 : P a r e n t s ’ U s e , V i e w s a n d
Exper iences . London: D CS F

Laing & B uiss on ( 2010) „C hildc ar e mar ket manag emen t: how the
Un it ed K in g d om G o ver n men t h as r es h ap ed i ts r ol e i n d evel op i n g
e a r l y c h i l d h o o d e d u c a t i o n a n d c a r e , ‟ C o n t e m p o r a r y i s s u es i n E a r l y
Childhood, 8( 3) : 192 -20



                                                             38
L l o y d , E . ( 2 0 0 8 a ) „ T h e i n t e r f ac e b e t w e e n c h i l d c a r e , f a m i l y s u p p o r t
a n d c h i l d p o v e r t y s t r a t e g i es u n d e r N e w L a b o u r : t e n s i o n s a n d
c on t r a d i c t i o n s , ‟ S o c i a l P o l i c y a n d S o c i e t y , V o l 7 ( 4 ) , p p 4 7 9 - 4 9 4

M c K i b b e n , R . ( 2 0 0 7 ) D e f e a t i s m , D ef e a t i s m , D ef e a t i s m , L o n d o n
R evi ew of B ooks, 2 2 Marc h, p . 2 3.

N at i o n a l A u d i t O f f i c e ( 2 0 0 6 ) S u r e S t a r t C h i l d r e n ‟ s C e n t r es .
London: H MSO.

Sp ei g ht , S, S mit h, R ., L a V al l e, I. , Sch n ei d er , V. A nd P err y, J.
W i t h wi t h C o s h a l l , C . A n d T i p p i n g , S . ( 2 0 0 9 ) C h i l d c a r e a n d E a r l y
Y e a r s S u r v e y of P a r e n t s 2 0 0 9 . R e s e a r c h R e p o r t N o D C S F - R R 1 3 6 .
London: D CSF




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