1. A brief investment memorandum. The policy of our state in recent years is aimed at supporting young families and stimulating the birth rate. Thanks to this, the number of children increases every year. Thus, opening a children’s playroom is a promising area.
Often young mummies think about this business direction, as they are acutely aware of the lack of play areas and understand the needs of children and their parents more deeply.
This niche is very attractive from the point of view of business. This is a fairly stable direction, as demand falls only in the summer months, when the main stream of customers is basking in the warm city beach or even leaving the city.
This business plan takes into account important aspects, which should be paid attention, in order to continue to carry out effective activities.
The main advantages of this idea:
- High demand. The service of childcare is very relevant and in demand in the modern world. Parents often have no one to leave their child with, so a children’s playroom is an excellent and inexpensive alternative to a private nanny.
- Fast payback. This type of business requires relatively small financial investments and is quickly recoverable. This weighty plus makes this field of activity quite popular and competitive.
- Small financial costs. Naturally, you will not be able to open a game room from scratch, you need starting capital, but these costs are not so high in comparison with other spheres.
- Implementing the idea associated with the opening of the children’s playroom is easier than the child development center or private kindergarten. For example, such activities do not require a license to conduct educational work, highly qualified specialists.
The amount of initial investment is 485,000 rubles.
Break-even point is reached for the third month of operation.
The payback period is from 14 months .
2. Description of business, product or service
A game room for children is a specially equipped room where parents can leave their child to play for a certain time under the supervision of adults.
It is advisable to open a children’s room in the shopping center. This is due to the large flow of people. Parents can leave their children and go shopping. This is understood and the owners of shopping centers, so sometimes, having an empty area, can go to understate rental rates.
Organizational moments:
- The mode of operation of children’s playrooms, as a rule, depends on the working hours of the shopping center (10: 00-22: 00). On weekdays for one hour of using the services of the children’s room (in the case of 1 child), parents pay 150 rubles, and on weekends and holidays – 200 rubles.
- The maximum length of stay of 1 child is 4 hours. It is necessary to hang out the rules regarding the schedule for visiting the institution and the requirements for the fence of children.
- The employee of the children’s playroom must accept the child only if the parent has a passport, which he must show. Information on how much the child has entered is recorded in the journal of visits or in a regular notebook.
- Workers of a children’s playroom should not accept sick children, as they can cause the disease of other children. In this regard, everything must be strictly.
- On working days, the services of a children’s playroom are most in demand from 16:00 to 21:00, as it is at this time that parents go shopping. To increase attendance in the first half of the day, you can resort to such tricks as offering discounts. Discounts are also rationally offered to regular visitors.
- Remember seasonality. The greatest demand for the services of children’s playrooms is characteristic for the period October-April. This is due to the fact that weather conditions do not allow children to stay in open playgrounds. Reduce demand in the summer.
- In order to further develop and increase the amount of income, it will be necessary to organize festive events. For this purpose, various contests, creative circles will not be superfluous either. You can arrange a children’s cafeteria, provide photo services, organize the sale of balls and other festive attributes.
3. Description of the market
The main target audience of children’s playrooms are families with children aged 2 to 6 years. As a rule, the parents of these children live in a high rhythm and it is important for them to make purchases as quickly as possible. The presence of children’s rooms greatly simplifies this task.
The relevance of this business idea today is higher than ever: the birth rate is growing every year. This is due to both political support and the economic situation. This is also helped by the strengthening of family values and raising the level of general awareness in society.
The table shows the fertility rate for 2013-2016. The last 4 years this indicator is steadily growing.
TOTAL FERTILITY RATIO
(number of children per 1 woman)
| Year | 2013 | 2014 | 2015 | 2016 |
| All population | 1.691 | 1,707 | 1,750 | 1,777 |
| Urban population | 1.541 | 1.551 | 1,588 | 1,678 |
| Rural population | 2.215 | 2.264 | 2,318 | 2,111 |
According to the Federal State Statistics Service for the period (2013-2016), the country’s population increased by 3.2 million people, which is a significant progress. And according to forecasts this trend will only increase. The graph below shows the projected total fertility rate for the next 13 years.
TOTAL FERTILITY RATIO
(number of children per 1 woman)
These data indicate a favorable demographic situation in the country, the prospects for population growth, which will positively affect the niches of business related to children.
4. Sales and marketing
Any activity is impossible without conducting a competent marketing policy. To advertise the children’s playroom in the shopping center has its own nuances and channels of promotion:
- Placement of a large advertising banner on the front of the shopping center and internal navigation, clearly indicating the location of the game room. It is important to use bright colorful photos with an appeal to visit the complex, it is also important to specify the placement.
- Making an advertising sign over the entrance to the game room.
- Loyalty program. To attract visitors and form a circle of regular customers, it is necessary to think over a number of activities for recognizing and increasing loyalty. For this fit: bonus cards a permanent visitor, lotteries and raffles, discount coupons for those who brought friends to e-newsletter addresses customers. It is important not just to attract visitors, but to make them regular customers.
The most common methods of business promotion:
- The Internet. To reach the Internet audience it is desirable to create a website dedicated to the institution. In addition, you need to create pages in social networks.
- Printing and distribution of promotional leaflets. When designing the layout it is important to specify the list of entertainment, the price of a visit, while working, layout, information about promotions and prize drawings (for example, to mark the opening of the room). You can distribute leaflets at the entrances to the shopping center, in the parking lot and at the nearest public transport stops.
- Kindergartens, schools . You can negotiate with the management on placing posters, distributing business cards / leaflets / invitations to children and parents.
- Children’s development centers and clubs. These institutions are not your direct competitors, they should be friends and exchange advertising products.
- «Sarafanne radio . » Free and very effective way of advertising. When your establishment is recommended to friends – this is the main indicator of your good work. Make it so that people talk about you, the easiest way, by arranging a holiday to open a new game room.
5. Production plan
Denote the main stages of the launch of the children’s playroom.
1. Registration in state bodies and obtaining a license
- For this business, we recommend that you register as an individual entrepreneur in order to receive some tax benefits.
- A license for providing general education services is not required, which greatly simplifies the task.
- Definition of OKVED codes – activities for recreation and entertainment – 92.7.
- Registration in the pension fund.
- Obtaining permits for activities from the Sanitary and Epidemiological Service.
- UTII is planned to be used as a taxation system. We believe that this is the most profitable taxation regime for a gaming room, when the tax rate does not depend on the income of the business. With UTII, the tax is paid in the form of a fixed amount once a quarter.
2. Room search and repair
- Area of the room – 25 – 30 m2;
- The room must be ventilated;
- The room should be near the entrance, and not at the very end of the corridor, where not every parent with a small child comes;
- The room itself should be spacious, bright, with a good finish;
- Toilet rooms should be in the immediate vicinity of the rented premises.
3. Interior decoration of the game room
- The interior of the children’s playroom is designed in accordance with the preferences of small customers. We recommend using bright colors. Strongly do not advise to make in the design of the game room black color and not juicy dingy tone.
- The game room must have at least two zones: for active games and a recreation area. If it is supposed to spend birthdays, parties and themed tea parties in the room, the room should have appropriate equipment or, at least, a place for it.
- The room should be soft in the truest sense of the word. Here literally everything is made of printed material.
4. Game room and its equipment
Equipment for children should be safe first. You should buy only certified toys that do not cause allergic reactions in children.
| Equipment for children’s playroom , rub. | |||
| Name | amount | Price for 1 pc. | total amount |
| Labyrinth | 1 | 90 000 | 90 000 |
| Inflatable trampolines | 3 | 35,000 | 105,000 |
| Tables | 4 | 5,000 | 20,000 |
| Chairs | 12 | 2,000 | 24,000 |
| Sofa | 1 | 15,000 | 15,000 |
| Toys | thirty | 700 | 21,000 |
| Board games, sets for drawing | 15 | 1,000 | 15,000 |
| Lockers | 20 | 3,000 | 60,000 |
| Total | 350,000 | ||
6. Organizational structure
For efficient work of the room, two employees are sufficient to work in shifts.
The duties of employees include:
- look after the children;
- ensure the safety of children;
- keep the room clean;
- monitor the operation of equipment;
- communicate with children, teach them games and entertainment.
Employees who will look after children should be educated and decent. It is desirable that the nurse had a medical or pedagogical education. In addition, it is very important to find a common language with small visitors. It’s enough just to listen to children and love to play with them, and they will pay you back. Workers of the children’s playroom must have a medical book and take regular medical examinations. Remember that the care of the employee depends on the safety of children, so it is important to conduct a thorough selection of employees.
| General Wages Fund | |||
| Staff | The number of employees | Salary per 1 employee (rub.) | Salary total (rub.) |
| Head of | 1 | 30 000 | 30 000 |
| Nanny | 2 | 20,000 | 40,000 |
| General fund s / n | 70 000 | ||
7. Financial plan
Investments in the opening of the children’s playroom are as follows:
| Name | Amount | The cost of 1 piece, rub. | Total amount, rub. |
| Purchase of equipment | 1 | 350,000 | 350,000 |
| Repairs | 1 | 50,000 | 50,000 |
| IP Registration | 1 | 5,000 | 5,000 |
| Advertising | 1 | 20,000 | 20,000 |
| Promotion of the group in soc. networks | 1 | 10,000 | 10,000 |
| Signboard | 1 | 50,000 | 50,000 |
| Total | 485 000 | ||
The total amount of initial investment is 485,000 rubles.
Current expenses are as follows:
| Monthly expenses, rub. | |
| Wage | 70 000 |
| Deductions from the FOT (30% of the salary of full-time employees) | 18 900 |
| Rent (25 sq.m.) | 100,000 |
| Advertising, marketing, printed materials | 10,000 |
| Unexpected expenses | 10,000 |
| Total | 208 900 |
The sales plan is based on the following data:
- Average number of visits on working days: from 20 to 40 man-hours;
- Average number of visits on weekends and holidays: from 45 to 90 man-hours;
- The cost of 1 hour of visiting on working days is 150 rubles, on weekends and holidays – 200 rubles.
- With 3 months of work begins the organization of children’s events and holidays (other income).
Imagine a sales and financial plan for 2 years:
Sales plan for the 1st year of project implementation
| 1 | 2 | 3 | 4 | 5 | 6th | |
| Number of hours of visits on weekdays | 440 | 616 | 748 | 880 | 880 | 660 |
| Cost of 1 hour | 150 | 150 | 150 | 150 | 150 | 150 |
| Revenue (income): | 66 000 | 92 400 | 112 200 200 | 132 000 | 132 000 | 99,000 |
| Number of hours of visits on holidays and weekends | 360 | 480 | 600 | 720 | 720 | 560 |
| Cost of 1 hour | 200 | 200 | 200 | 200 | 200 | 200 |
| Revenue (income): | 72,000 | 96,000 | 120,000 | 144 000 | 144 000 | 112,000 |
| Other income (organization of children’s events and events) | 5800 | 12 400 | 16 900 | 12 400 | ||
| Revenue (income) total: | 138 000 | 188 400 | 238 000 | 288 400 | 292 900 | 223 400 |
| 7th | 8 | 9 | 10 | eleven | 12 | |
| Number of hours of visits on weekdays | 660 | 660 | 880 | 880 | 880 | 880 |
| Cost of 1 hour | 150 | 150 | 150 | 150 | 150 | 150 |
| Revenue (income): | 99,000 | 99,000 | 132 000 | 132 000 | 132 000 | 132 000 |
| Number of hours of visits on holidays and weekends | 560 | 560 | 720 | 720 | 720 | 720 |
| Cost of 1 hour | 200 | 200 | 200 | 200 | 200 | 200 |
| Revenue (income): | 112,000 | 112,000 | 144 000 | 144 000 | 144 000 | 144 000 |
| Other income (organization of children’s events and events) | 12 400 | 12 400 | 16 900 | 16 900 | 24 300 | 24 300 |
| Revenue (income) total: | 223 400 | 223 400 | 292 900 | 292 900 | 300 300 | 300 300 |
Sales plan for the 2nd year of project implementation
| 13 | 14 | 15 | 16 | 17th | 18 | |
| Number of hours of visits on weekdays | 880 | 880 | 880 | 880 | 880 | 660 |
| Cost of 1 hour | 150 | 150 | 150 | 150 | 150 | 150 |
| Revenue (income): | 132 000 | 132 000 | 132 000 | 132 000 | 132 000 | 99,000 |
| Number of hours of visits on holidays and weekends | 720 | 720 | 720 | 720 | 720 | 560 |
| Cost of 1 hour | 200 | 200 | 200 | 200 | 200 | 200 |
| Revenue (income): | 144 000 | 144 000 | 144 000 | 144 000 | 144 000 | 112,000 |
| Other income (organization of children’s events and events) | 24 300 | 16 900 | 16 900 | 16 900 | 16 900 | 12 400 |
| Revenue (income) total: | 300 300 | 292 900 | 292 900 | 292 900 | 292 900 | 223 400 |
| 19 | 20 | 21 | 22 | 23 | 24 | |
| Number of hours of visits on weekdays | 660 | 660 | 880 | 880 | 880 | 880 |
| Cost of 1 hour | 150 | 150 | 150 | 150 | 150 | 150 |
| Revenue (income): | 99,000 | 99,000 | 132 000 | 132 000 | 132 000 | 132 000 |
| Number of hours of visits on holidays and weekends | 560 | 560 | 720 | 720 | 720 | 720 |
| Cost of 1 hour | 200 | 200 | 200 | 200 | 200 | 200 |
| Revenue (income): | 112,000 | 112,000 | 144 000 | 144 000 | 144 000 | 144 000 |
| Other income (organization of children’s events and events) | 12 400 | 12 400 | 16 900 | 16 900 | 24 300 | 24 300 |
| Revenue (income) total: | 223 400 | 223 400 | 292 900 | 292 900 | 300 300 | 300 300 |
Forecast of financial indicators for the 1st year of project implementation, rubles.
| 1 | 2 | 3 | 4 | 5 | 6th | |
| Total revenue (income): | 138 000 | 188 400 | 238 000 | 288 400 | 292 900 | 223 400 |
| Costs | 208 900 | 208 900 | 208 900 | 208 900 | 208 900 | 208 900 |
| Wage | 70 000 | 70 000 | 70 000 | 70 000 | 70 000 | 70 000 |
| Deductions from the FOT (30% of the salary of full-time employees) | 18 900 | 18 900 | 18 900 | 18 900 | 18 900 | 18 900 |
| Rent (25 sq.m.) | 100,000 | 100,000 | 100,000 | 100,000 | 100,000 | 100,000 |
| Advertising, marketing, printed materials | 10,000 | 10,000 | 10,000 | 10,000 | 10,000 | 10,000 |
| Unexpected expenses | 10,000 | 10,000 | 10,000 | 10,000 | 10,000 | 10,000 |
| Profit before taxation | -70,900 | -20,500 | 29 100 | 79,500 | 84 000 | 14 500 |
| UTII | 10,000 | 10,000 | 10,000 | 10,000 | 10,000 | 10,000 |
| Net profit | -80,900 | -30,500 | 19 100 | 69,500 | 74 000 | 4,500 |
| EBIT (PE, including taxes) | -52,000 | -1 600 | 48 000 | 98 400 | 102 900 | 33,400 |
| Accrued Cash Flow (taking into account the initial investment) | -565,900 | -596,400 | -577 300 | -507,800 | -433,800 | -429 300 |
| Cumulative net income | -80,900 | -111 400 | -92,300 | -22,800 | 51 200 | 55,700 |
| 7th | 8 | 9 | 10 | eleven | 12 | |
| Total revenue (income): | 223 400 | 223 400 | 292 900 | 292 900 | 300 300 | 300 300 |
| Costs | 206 900 | 206 900 | 206 900 | 206 900 | 206 900 | 206 900 |
| Wage | 70 000 | 70 000 | 70 000 | 70 000 | 70 000 | 70 000 |
| Deductions from the FOT (30% of the salary of full-time employees) | 18 900 | 18 900 | 18 900 | 18 900 | 18 900 | 18 900 |
| Rent (25 sq.m.) | 100,000 | 100,000 | 100,000 | 100,000 | 100,000 | 100,000 |
| Advertising, marketing, printed materials | 8,000 | 8,000 | 8,000 | 8,000 | 8,000 | 8,000 |
| Unexpected expenses | 10,000 | 10,000 | 10,000 | 10,000 | 10,000 | 10,000 |
| Profit before taxation | 16 500 | 16 500 | 86 000 | 86 000 | 93 400 | 93 400 |
| UTII | 10,000 | 10,000 | 10,000 | 10,000 | 10,000 | 10,000 |
| Net profit | 6,500 | 6,500 | 76,000 | 76,000 | 83 400 | 83 400 |
| EBIT (PE, including taxes) | 35,400 | 35,400 | 104 900 | 104 900 | 112 300 | 112 300 |
| Accrued Cash Flow (taking into account the initial investment) | -422,800 | -416 300 | -340 300 | -264 300 | -180,900 | -97,500 |
| Cumulative net income | 62 200 | 68,700 | 144 700 | 220,700 | 304,100 | 387,500 |
Forecast of financial indicators of the 2nd year of project implementation, rubles.
| 13 | 14 | 15 | 16 | 17th | 18 | |
| Total revenue (income): | 300 300 | 292 900 | 292 900 | 292 900 | 292 900 | 223 400 |
| Costs | 206 900 | 202 900 | 202 900 | 202 900 | 202 900 | 202 900 |
| Wage | 70 000 | 70 000 | 70 000 | 70 000 | 70 000 | 70 000 |
| Deductions from the FOT (30% of the salary of full-time employees) | 18 900 | 18 900 | 18 900 | 18 900 | 18 900 | 18 900 |
| Rent (25 sq.m.) | 100,000 | 100,000 | 100,000 | 100,000 | 100,000 | 100,000 |
| Advertising, marketing, printed materials | 8,000 | 4,000 | 4,000 | 4,000 | 4,000 | 4,000 |
| Unexpected expenses | 10,000 | 10,000 | 10,000 | 10,000 | 10,000 | 10,000 |
| Profit before taxation | 93 400 | 90 000 | 90 000 | 90 000 | 90 000 | 20 500 |
| UTII | 10,000 | 10,000 | 10,000 | 10,000 | 10,000 | 10,000 |
| Net profit | 83 400 | 80,000 | 80,000 | 80,000 | 80,000 | 10,500 |
| EBIT (PE, including taxes) | 112 300 | 108 900 | 108 900 | 108 900 | 108 900 | 39,400 |
| Accrued Cash Flow (taking into account the initial investment) | -14 100 | 65 900 | 145 900 | 225 900 | 305,900 | 316 400 |
| Cumulative net income | 470 900 | 550 900 | 630 900 | 710 900 | 790 900 | 801 400 |
| 19 | 20 | 21 | 22 | 23 | 24 | |
| Total revenue (income): | 223 400 | 223 400 | 292 900 | 292 900 | 300 300 | 300 300 |
| Costs | 202 900 | 202 900 | 202 900 | 202 900 | 202 900 | 202 900 |
| Wage | 70 000 | 70 000 | 70 000 | 70 000 | 70 000 | 70 000 |
| Deductions from the FOT (30% of the salary of full-time employees) | 18 900 | 18 900 | 18 900 | 18 900 | 18 900 | 18 900 |
| Rent (25 sq.m.) | 100,000 | 100,000 | 100,000 | 100,000 | 100,000 | 100,000 |
| Advertising, marketing, printed materials | 4,000 | 4,000 | 4,000 | 4,000 | 4,000 | 4,000 |
| Unexpected expenses | 10,000 | 10,000 | 10,000 | 10,000 | 10,000 | 10,000 |
| Profit before taxation | 20 500 | 20 500 | 90 000 | 90 000 | 97,400 | 97,400 |
| UTII | 10,000 | 10,000 | 10,000 | 10,000 | 10,000 | 10,000 |
| Net profit | 10,500 | 10,500 | 80,000 | 80,000 | 87 400 | 87 400 |
| EBIT (PE, including taxes) | 39,400 | 39,400 | 108 900 | 108 900 | 116 300 | 116 300 |
| Accrued Cash Flow (taking into account the initial investment) | 326 900 | 337 400 | 417 400 | 497 400 | 584 800 | 672 200 |
| Cumulative net income | 811 900 | 822 400 | 902 400 | 982 400 | 1 069 800 | 1 157 200 |
As can be seen from the presented data, the break-even point of the children’s playroom will come already on the third month of the project’s launch, with the full investments being returned at the fourteenth month of the organization’s operation. According to the sales plan, the room earns the greatest revenue (revenue) on holidays and weekends. At the same time, it will be possible to reduce advertising costs, because in a year your room will be recognizable, and the need for active marketing policy will disappear.
8. Risk factors
Despite the great demand and comparative simplicity of the organization, the idea has certain risks and pitfalls, which are important to consider when developing a business plan for a children’s playroom:
- work with children is a specific sphere, which should be remembered for all responsibility for every little visitor;
- great demand leads to considerable competition: even in small towns there are already small game rooms.
Only a competent strategy and tactics of its achievement can help an entrepreneur overcome all difficulties and organize a profitable business.
