1. A brief investment memorandum. The business plan is designed to open a private kindergarten «Point of Growth» for children from 2 to 4 years.
The kindergarten capacity is 27 children (3 groups of 9 children each). Maximum kindergarten reaches 4 months.
The cost of a month’s stay in a kindergarten is 25,000 rubles.
Prospectivity of doing business in the private sector of pre-school education is determined by the high demand for services due to the shortage of seats in public kindergartens.
When organizing a marketing strategy, you need to include the following tools and channels for promotion and sales:
- signboard
- advertising in windows
- leaflets
- the Internet
- cross-marketing
- word of mouth.
Kindergarten staff:
- Head,
- Nurse,
- Accountant,
- 3 senior educators,
- 3 assistant educators.
Investments in the opening of a private kindergarten: 2 090 101 rubles.
The monthly income is 675,000 rubles.
Monthly costs amount to 434 000 rubles.
Payback period – 1 year.
2. Description of business, product or service
Kindergarten «Point of Growth» is aimed at children from 2 to 4 years.
The concept of the kindergarten «Point of Growth» is the creation of a safe and supportive environment for the harmonious development of the child.
The design of the kindergarten «Points of Growth» is made in bright colors with large figures, understandable for children.
For educational games, only certified manuals and games that are safe for the child are used. For the development of children, a program compiled by teachers and psychologists «Points of Growth» is used and proved to be effective in 9 years of work.
Particular attention is paid to the nutrition of children. In the kindergarten «Point of Growth» for cooking only high-quality products and artesian water for cooking are used.
3. Description of the market
State policy aimed at increasing the birth rate, gives a positive result and the last 15 years, the population of Russia is growing rapidly. At the same time, we observe a shortage of seats in state gardens, and in 2014 completely eliminated nurseries for children under 3 years old. All these factors contribute to increasing demand for commercial services for viewing and caring for children and for the development of the private kindergarten market.
Private kindergartens have long existed on the market, but most of them worked semi-legal. However, in February 2014, the government of the Russian Federation approved a document (SanPin), which for the first time formulated the rules for the organization of a kindergarten in a housing estate. Since then, the kindergarten market has started to develop actively, however, according to our estimates, it will not be able to reach saturation for a considerable time, since demand far exceeds supply. According to official figures, to date, there is no way to completely eliminate the shortage of seats in municipal kindergartens. According to Rosstat, about 10% of young children (1.9 million people) are not provided with places in kindergarten. At the same time, there are a little more than 2,500 private preschool institutions, and their share is only 5% of the total number of kindergartens.
In addition, one can not ignore such negative facts of children’s stay in state kindergartens, as a large number of children in groups and not too high quality of classes. Many parents are ready to put into their budget the costs of a private kindergarten so that their child is in a comfortable and developing environment.
Now there are single kindergartens on the market, but they are gradually being replaced by network companies due to thoughtful marketing, competent planning and the availability of personnel training and control system.
The difficult economic situation is now, as it is not strange, an opportune time for the opening of a private kindergarten:
- during the crisis, mothers are forced to go to work earlier and give the child to a kindergarten.
- kindergartens are directed to the domestic market, the cost of their services does not depend on the dollar exchange rate;
- there is a decrease in rental rates and there is an opportunity to agree with the landlords about the minimum payment for the premises.
4. Sales and marketing
Algorithm for accepting the client’s decision to use the services of the kindergarten «Point of Growth»
Marketing plan
Despite the fact that kindergartens attract customers quickly enough, during the business start-up period it is necessary to carefully consider the marketing strategy and draw up a marketing plan.
Start advertising campaign kindergarten «Point of Growth» is necessary a month before its opening. Several instruments are used to successfully recruit children in kindergarten:
- signboard,
- advertising in windows,
- leaflets,
- the Internet,
- cross-marketing,
- word of mouth.
Sign of the kindergarten «Point of Growth»
The signboard is a very effective tool for attracting clients, because the services of the kindergarten are mainly those parents who live in close proximity. However, the use of a sign as a tool to attract customers is possible only if the kindergarten is on the ground floor or in a private home. To our Partners, we not only develop a vivid memorable layout of a signboard, but we also pass the algorithm of its coordination.
Advertising in the windows of the kindergarten «Point of Growth»
Advertising in windows is the second most effective marketing tool, but, again, it has limitations. Use it only if the kindergarten is not higher than the third floor. The higher the floor, the less effective this advertising works. For our Partners, layouts are developed, individually for each room.
Flyers of the kindergarten «Point of Growth»
At present, people are tired of the huge number of leaflets that they receive in the mailboxes and on the street. However, this tool can be very effective. After all, in the leaflets we describe the benefits of our kindergarten, and customers get their hands on recorded contacts, with which they can be contacted. In order to increase confidence in leaflets and not allow the client to throw them into the nearest ballot box, we first develop a colorful design project; secondly, we distribute leaflets to our proprietary growth doll, from which children can play and take pictures.
Internet marketing of the kindergarten «Point of Growth»
The Internet is of great importance in the life of modern mom. Therefore, the first thing we do is create accounts in the most popular social networks. Since the very beginning of our activity, we are actively recruiting an audience with the help of targeting and interesting publications.
In addition, the head site «Point of Growth» contains information about the Partner and his contact, and the applications received from the site are immediately transferred to the Partner.
Be sure to place a point on Yandex and google maps. This helps clients find a kindergarten faster.
Cross-marketing of the kindergarten «Point of Growth»
It is very important that at the opening stage of the kindergarten learn as many people as possible, so you need to place information about the kindergarten in all places where there are mothers:
- Beauty Salons,
- shops of children’s goods,
- pharmacies,
- trading complexes.
To inform about the services of the kindergarten of the kindergarten «Point of Growth» a cross-marketing tool is well suited when we negotiate with the related businesses about mutual advertising, i.e. we spread leaflets on their territory, and they place their own. For this interaction, all companies that are also oriented towards the sale of goods or services for moms are suitable.
Before you start, you need to create a marketing plan, which requires each instrument to set a budget, frequency and duration.
In the future, the marketing plan is adjusted based on their statistics and its effectiveness.
5. Production plan
The process of opening a kindergarten «Point of Growth» is as follows:
Requirements for the placement of the kindergarten «Point of Growth» are regulated by the Decree of the Chief State Sanitary Doctor of the Russian Federation of December 19, 2013 N 68 «On SanPiN Approval 2.4.1.3147-13″ Sanitary and Epidemiological Requirements for Pre-school Groups Located in the Housing Spaces of Housing » (registered with the Ministry of Justice of the Russian Federation on February 3, 2014, Registration No. 31209).
The standard kindergarten «Point of Growth» includes the following premises:
| The room | Appointment | The minimum area, sq.m. | amount |
|---|---|---|---|
| Canteen | – food intake – conducting classes – Holidays |
20 | 1 |
| Group | – bedroom – game room |
18 | 3 |
| Wardrobe | – changing clothes – storage of personal belongings of the child |
15 | 1 |
| Kitchen | – cooking food – food storage |
9 | 1 |
| Utility room | – laundry and drying of linen – inventory storage |
3 | 1 |
| Bathroom | – storage of pots – washing hands |
3 | 1 |
The mode of work of the kindergarten «Point of Growth»: from Monday to Friday, from 8:00 to 19:00
Age category of children: from 2 to 4 years, younger and middle age group.
Number of groups: 3 (two lower groups and one middle)
Number of children in one group: 9 people.
Total: kindergarten capacity 27 children (3 groups of 9 children each).
Full workload is planned for two months after the opening.
Day regimen in the kindergarten «Point of Growth»:
| schedule | Younger group | Middle group |
|---|---|---|
| Arrival of children, free time | 7.00-8.20 | 7.00-8.25 |
| Breakfast | 8.20-8.55 | 8.25-8.55 |
| Games, free time | 8.55-9.20 | 8.55-9.10 |
| Classes with teachers | 9.20-10.00 | 9.10-10.00 |
| Lunch | 10.00-10.10 | 10.00-10.10 |
| stroll | 10.10-12.05 | 10.10-12.15 |
| Free time | 12.05-12.20.20 | 12.15-12.30 |
| Preparing for lunch, lunch | 12.20-12.50 | 12.30-13.00 |
| Daytime sleep | 12.50-15.00 | 13.00-15.00 |
| Free time | 15.00-15.25 | 15.00-15.25 |
| Afternoon snack | 15.25-15.50 | 15.25-15.50 |
| Organized activities | 15.50-16.30 | 15.50-16.30 |
| stroll | 16.30-17.50 | 16.30-17.50 |
| Free time | 17.50-18.15 | 17.50-18.15 |
| Dinner | 18: 15-18: 45 | 18: 15-18: 45 |
| Free time, home care | 18.45-19.00 | 18.45-19.00 |
Classes in the kindergarten «Point of Growth» contributes to the development of the child’s integral personality, his activity, independence, development of his sensory intelligence, emotional responsiveness to the world around him, mastering his creative activity.
Classes include:
- Development of speech (individual and group sessions)
- Dancing
- Creation
- Music
- The world
- Intellectual and logical games.
6. Organizational structure
For kindergarten «Point of Growth» it is better to choose the organizational and legal form – the Individual entrepreneur.
Currently, an individual entrepreneur providing childcare and childcare services is exempted from paying income tax for 2 years.
The organizational structure of the kindergarten management «Point of Growth» includes three levels.
Staff Responsibilities
Nurse:
- Control of sanitary standards in the premises of a kindergarten,
- Measurement of body weight and other anthropometric indicators of children,
- Ensuring control over compliance with the sanitary regime and the regime of the day,
- Implementation of measures for hardening and prevention,
- Organization of recreational activities – morning exercises, exercise for walking and other physical activities,
- Accounting for absences due to illness, taking measures to isolate sick children,
- Morning examination of children who came to kindergarten after illness or children in contact with infectious patients.
- Carrying out current disinfection,
- The daily monitoring of the morning reception of children by the tutor of the group,
- Maintenance of medical records and records,
- Compiling a menu-layout for each day according to the 10-day menu,
- Quality control of food products and the rules of their storage and sale,
- Quality control of cooked food and product standards,
- The sample of ready meals and the organization of storage of samples in accordance with the requirements of TSESEN,
- Control of keeping tabs on food by groups.
Educator:
- Care and supervision of children in the premises of the kindergarten and on the promenades in accordance with the requirements and instructions,
- Together with the nurse, a number of activities are carried out to strengthen children’s health and their psychophysical development, monitor the health of children, pay special attention to children who have come after illness, carry out hygienic care for young children,
- Organization and planning of educational work, preparation for classes,
- Ensuring the implementation of the regime of the day,
- Conducts conversations with parents on the issues of raising children, attracts parents for cooperation and actively involves them to take part in prappers and special events of the kindergarten,
- Organization of holidays and daily leisure of children.
Assistant Teacher:
- Daily cleaning of the premises of the kindergarten,
- Airing the room according to schedule,
- Help the educator in conducting classes, feeding children and helping in the preparation and implementation of all the regime moments of the kindergarten,
- Assistance in preparing children for walks and daytime sleep,
- Participation in carrying out of hardening procedures,
- Cleaning of children’s beds, replacement of bed linen and towels according to schedule,
- Prepares food and covers the table,
- Removes and washes dishes,
- Prepares water for drinking and rinsing the mouth,
- Keeps clean and monitors the safety of soft equipment, utensils, sanitary ware and other equipment and kindergarten property,
- Timely prepares the premises of a kindergarten for a season change (for the winter – it heats the windows, by the summer it cleans the windows),
- Once a month, he carries out a general cleaning of all the premises of the group.
Accountant:
- Maintains accounting in accordance with the legislation of the Russian Federation, prepares and submits reports in a timely manner, calculates and pays taxes.
Schedule of the kindergarten «Point of Growth»
| Position | Number of people | Salary, rub. | PHOT, rub. |
|---|---|---|---|
| Nurse | 1 | 15,000 | 15,000 |
| Educator | 3 | 40,000 | 120,000 |
| Assistant Teacher | 3 | 30 000 | 90 000 |
| Accountant | 1 | 10,000 | 10,000 |
| Total: | 235 000 |
7. Financial plan
Expenses for opening a kindergarten «Point of Growth»
| № п / п | Name | Amount, rub. |
|---|---|---|
| 1 | Acquisition of a franchise | 350,000 |
| 2 | Furniture, office equipment | 679 101 |
| 3 | Benefits | 366 000 |
| 4 | Signboard (without agreement) | 50,000 |
| 5 | Cost of employment | 30 000 |
| 6th | Cand.Services (purchase) | 15,000 |
| 7th | Repairs | 400 000 |
| 8 | Payment of the deposit for rent | 200 000 |
| Total: | 2 090 101 |
Kindergarten revenue
The cost of staying 1 child in a kindergarten per month is 25,000 rubles.
Initial payment for 1 child (payable on admission to the kindergarten) – 25 000 rubles.
The number of children in the kindergarten is 27 people.
Revenues per month – 675 000 rubles.
Monthly costs
| № п / п | Name | Amount, rub. |
|---|---|---|
| 1 | Premises for rent | 100,000 |
| 2 | Utilities | 15,000 |
| 3 | Connectivity | 3,000 |
| 4 | Hoz.sluzhi | 1 500 |
| 5 | Z / p administration | 235 000. |
| 6th | Withholding tax | 70 500 |
| 7th | Operating expenses | 3,000 |
| 8 | Royalties | 6,000 |
| Total: | 434 000 |
Meals are provided per child 90 rubles per day.
| Cashflow, rub. | |||||
| 1 month | 2 month | 3 month | 4 month | 5 month | |
| Receipts | |||||
| Investments | 2 090 101 | ||||
| An initial fee | 337,500 | 337,500 | |||
| Revenues | 337,500 | 337,500 | 675 000 | 675 000 | |
| Fillability of the garden,% | 50% | 50% | 100% | 100% | |
| Total revenue | 2 090 101 | 337 500. | 675 000 | 1 012 500 | 675 000 |
| Disposals | |||||
| Capital expenditures | 2 090 101 | ||||
| Food | 24 300 | 24 300 | 48 600 | 48 600 | |
| Advertising | 20,000 | ||||
| Fixed costs | 434 000 | 434 000 | 434 000 | 434 000 | |
| 6% tax | |||||
| Total retirement | 2 090 101 | 478 300 | 458 300 | 482 600 | 482 600. |
| Profit | – 140 800 | 216 700 | 529,900 | 192 400 | |
| Cash balance | – R. | – 140 800 | 75 900 | 605 800 | 798 200 |
Payback – 1 year
8. Risk factors
When opening a kindergarten «Point of Growth» there are three main risks that can prevent success:
| Risk | Minimizing risk |
| Closure of the garden in connection with violations of Rospotrebnadzor requirements | The purchase of the kindergarten franchise «Point of Growth» reduces this risk to zero, because lawyers of the Management Company are always up-to-date with the latest changes and support the Partners. |
| Selection of unqualified personnel, which will entail a decrease in the quality of services and the outflow of customers | When buying franchise kindergarten «Point of Growth» all the staff is constantly trained. |
| Low demand for kindergarten services | Before opening a kindergarten, one must independently study the demand not only in his own city, but also in the area where he wants to start a business. This is especially true of large cities. |
