Business plan kid and wild care project (english version)

I-GLOCAL BUSINESS PLAN
PROJECT: KID AND WILD
TEAM: KID AND WILD
Team member: Thuy Dung, Mai Dung, Tien Dung, Tuan Minh
Time project: From 2020


Appendix
I.

Introduction
1.

Forecast for Vietnam to 2020 - 2030

2.

About the Business idea

II. Goal
1.

Short-term goal

2.

Long-term goal

III. Idea analysis
1. Idea summary
2. Mission & Objective

3. Key to success
IV. Strategy and Implementation Summary
1. Value Proposition
2. Marketing Strategy
3. Promotion Strategy
4. Marketing Programs
5. Positioning Statement
6. Pricing Strategy
7. Sales Strategy
8. Sales Forecast
9. Sales Programs
10. Strategic Alliances
V.

Website Plan Summary
1. Website Marketing Strategy

VI. Management Summary
1. Organizational Structure
2. Management Team
3. Management Team Gaps
4. Personnel Plan
V.

Financial Plan
1. Important Assumptions
2. Break-even Analysis
3. Projected Profit and Loss
4. Projected Cash Flow

5. Projected Balance Sheet
6. Business Ratios

I. Introduction
1. Forecast for Vietnam to 2020-2030
In my opinion, Vietnam’s economic growth will be increasing sharply in 6-16 years from now on
despite difficulties caused by the slowly economic recovery pace of the world. Along with the
sharp rise in growth, the living standard of Vietnamese people will also improve. In the 20202030 period, more than half of the Vietnamese population will focus on living in the city.
Currently, Vietnam GDP rises to ...... according to … organization, and in the years 2020-2030,
Vietnam GDP will reach ......... And the middle-class citizens will also increase. Accordingly,
people’s demand to enjoy such as travel will not be limited. Vietnamese people will also be able
to go everywhere on earth, like any other citizens of other nations. Besides, in the future, the
high-tech products will continue to develop very strongly. As a result, children will be lack of life
skills due to interests in high technology stuffs and have a tendency of staying at home more.
Furthermore, security situation is increasingly growing in an unpredictable situation. Robberies,
murders, scam and kidnapping will happen more and more in the future. To make the matter
worse, along with global warming, the weather will be worse and change to an unforeseeable
way. Certainly, the forecasting of human will be more accurate but they still can not avoid mother
nature’s tantrum.
2. About the business idea
Based on the situation I mentioned above, human needs to adopt some soft skills to fit in with at
least the urban life, particular in children. In the busy life, when parents sometimes have to work
more and leave their children at home, there are a lot of risks such as when a stranger comes to
the house and has bad intentions or black out while it has a storm, as well as when someone in the
house had a stroke, then what should children do in these situations. Besides, with the risks of
traveling such as dropping planes or sunken ships ( which can absolutely happen), wait children
should do before an adult comes. In situations like this, even adults find it difficult to solve the
problems, then teaching the kids how to think and handle themselves is very important.

Therefore, our group came up with an idea of building a teaching center of soft skills, helping
children survive in any environments and situations. We aim to teach children simple skills and


treatments so that they can handle things themselves and don’t depend entirely on adults. We
intend to associate with schools and build an appropriate program as a form of extra-curricular
classes and extra programs supporting school education.

II. Goals
1. Short-term goal
Our short-term goal is teaching children life skills and how to handle everyday situations through
our extra-curricular programs associated with schools, and programs at our center, too .
Particularly, we will teach them skills which are needed everyday such as using knives, scissors,
cooking, sewing ...As well as how to handle situations that they may encounter when they are
going home alone with the feeling of being stalked by strangers, sudden rain, or when being home
alone but there is a blackout, someone is ringing the door bell,…
2. Long-term goal
If the business is running well, we also want to build an outdoor eprogram in the delta
environment, in forests, on mountains, under the sea, to teach children how to survive in the
natural environment, in the summer. They will learn how to find water, food, how to recognize
plants, muchroom ... through the guidance of the residents. Throughout this program, students
will know simple and necessary ways to survive on his own in required time.
III.Idea analysis
1. Summary idea

The idea was based on the fact that in the future people will be increasingly busy on work, when
kids are living in a favorably materialistic environment, they will be lack of necessary life skills.
Parents of the middle class will increase with the economic growth, which means they would be
willing to pay for a needed program for their children. Moreover, teaching children basic life
skills along with school education is essential for them think and handle every day life situations.

Furthermore, in modern life, when people can travel around the world, there are risks you may
encounter such as crashed plane, wrecking ship… They can occur unless you never travel. And
when these risks occur, parents always want their children to have the advantages, even the
smallest one to survive. Thus, with this program supplement, children will calm down and handle
any situations while waiting to be rescued.
This is a daycare business plan for Kid N Wild (KNW), which will focus on two subdivisions:


'HN' and 'HCM,' which are new upscale community developments within a 20 kms radius,
boasting a lot of new homes. Our target customers are dual-income, middle-class families who
value the quality of education and child care we provide for their children, ages 7 years to 12
years.
We will open for business starting with an initial enrollment of 13 kids. We project healthy
revenues by the end of the first year, and expect to nearly triple that by the end of Year 3. Our
biggest operating expenses will be compensation at industry standard rates for our highlyqualified personnel, and rent on our facilities, improved for our purposes during the start-up
period. We would like to grow into four campuses, eventually, but growth is planned
conservatively, to be financed from existing cash flow as we go. We anticipate a net profit
beginning in our second year.
To these ends, we are putting significant investment in the business, and are seeking a matching
amount in the form of a long term loan.

2. Mission

Pending
3. Objectives

Sales increasing to almost double first year sales by the end of Year 2.


Maintain a high raw gross margin by the end of Year 1.

Open second campus by the end of Year 1.
Begin franchise effort by end of Year 3.

4. Keys to Success

The keys to success for KNW are:
Marketing: differentiating KNW's care giving and educational services from traditional daycare
offerings and interest activity programs.
Service quality: care giving and educational programs provided by degreed and certified
educators, child care workers, tutors and subject matter industry professionals in a technologically
advanced first-class collegiate environment.
Reputation: maintaining a highly regarded reputation for excellence in care giving, education and
community involvement and being the employer of choice in our market for child care and
educational talent.
Profitability: controlling costs and managing budgets in accordance with company goals,
adhering to strategic business plans for growth and expansion and reinvesting in the business and
its employees
IV_Strategy and Implementation Summary
Kid N wild will focus on two subdivisions: 'Hanoi' and 'HCM,' which are new upscale community
developments within a 20 kms radius and boast a lot of new homes.
The target customers are dual income, middle-class families who value the quality of education
and child care provided for their children ages 7 months to 12 years.
1. Value Proposition

KNW value proposition is quite clear and quite easily distinguished from others in the market.
We offer uniquely premium child care services especially about life soft skill and survive soft
skill, as measured by the curriculum and activities offered, experience and educational level of
the instructors
2. Marketing Strategy

Marketing in the child care industry depends largely on reputation and referral. At children's
Community schools that reputation will start within our community bolstered by our involved
commitment to those we serve.
3. Promotion Strategy


We will depend on client referrals, community exposure and direct mail campaigns as our main
way to reach new clients. As we change strategies, however, we need to change the way we
promote ourselves:

a. Advertising--We'll be developing our core positioning message: "A community college

for kids about life soft skill!" to differentiate our service from the competition. We will
be using direct mail campaigns, and local community newspaper advertising, facebook
fanpage to launch the initial campaign.
b. Sales Brochure--Our theme and curriculum will help sell the college to prospective

clients.
c. Direct Mail--We will send quarterly direct mail campaigns to the housing developments

in a 20-kms radius of the campus. We will also offer monthly calendars for parents and
children's Community schools, noting weekend family days and other open house
approaches.

4. Marketing Programs

Catered open houses, parent survival days/nights, clubhouse pool parties and weekend movie
matinees are but a few approaches we will utilize to reach out to our community. We will also
develop and maintain partnerships with local businesses that cater to the needs of children.
Our pre-opening effort will include an application fee waiver, free children ID cards, T-shirts and

a community block party sponsored and hosted by Child's schools Community
5. Positioning Statement

For families who value the importance of higher education and quality child care services
especially about life soft skill, Child's school Community offers a great alternative to traditional
child care services and specific interest based programs. Unlike those programs, "Kid N wild"
combines child care services with a modified collegiate level curriculum, just for kids!
6. Pricing Strategy

"Kid N wild" must charge appropriately for the high-end, high-quality educational and care
giving services we offer. Our revenue structure has to support our cost structure, so the salaries
we pay to assure quality services must be balanced by the revenue we charge.
We will be price competitive in the market we serve; however, we will not subscribe to the "low


price leader" concept. The quality of our service will support the prices we charge.
7. Sales Strategy

Kid N wild will sell its community college theme, services and offerings, separating itself from
traditional daycare-only offerings.
We will be a one-stop shop for child care services, advanced learning and specialized program
offerings focus on teaching kids about kid's soft skill which very important for thier life in the
future. We will also be active in the community, building a solid reputation with parents and the
community. By succeeding in these areas, we expect to begin seeing an operational net profit in
month nine of the 1st year, while increasing enrollment by 32% monthly for the first 8 months
and gradually thereafter, until our maximum allowed capacity is reached.
8. Sales Forecast

The following table and chart give a run-down on forecasted sales. A detailed spreadsheet is also
included in the appendix of this business plan.

For the first eight months of operation, Kid N wild has assumed a conservative enrollment due to
the fact that school, aftercare and child care placement has already taken place for the school year
and most parents will be comfortable with their current arrangements. Consequently, we expect
initial enrollment to be far less than anticipated future year levels.
A sales increase of approximately 32% each month is expected until the start of the next school
term, in August. While this forecasted increase seems large by industry standards, it is a good
estimate based on initial enrollment. Going into years 2 and 3, we expect that our presence will
be known, convenience factor considered and we will then be a considered as a choice in August
2021. In fiscal years 2022 and 2024, 80% and 90% of full enrollment is assumed respectively.
We expect to be open for business on January 1, 2021, starting with an initial enrollment of 13
students: 7 Full-time students at $115 each per week. 6 After-school students at $60 each per
week and Drop-in revenue of approximately $100 per month.



SALES FORECAST
Unit sales

Year 1

Year 2

Year 3

Full –time

199

455

512

After school care

141

220

248

Summer camp

26

29

31

Part-time Workers/Drop-

12

14

16

Ins

Sales

9. Sales Programs

Sales programs will include incentives for obtaining quarterly financial and enrollment goals,
probationary period completion, passing county inspections and maintaining perfect attendance
Customer service awards will be provided for those employees who best exemplify the mission of
Kid N wild and exceed customers' expectations.
10. Strategic Alliances

As mentioned previously, Kid N wild will form professional alliances with Impact Fitness to offer
Drop-In child care services while parents work out. We will also partner with Family Pediatrics
to provide referrals of their existing customers. A discounted rate will be offered in both cases.
V_Web Plan Summary
The Kid N wild website will be the virtual business card and portfolio for the college, as well as
its online "home."
It will showcase the campus, curriculum and activity calendar for the school. It will also provide
for an Internet background of the instructors, online projects posted by the students, the campus
newsletter and online enrollment.
The KNW website will be simple, yet classy and well designed, but at the same time, in keeping
with the latest trends in user interface design. A site that is too flashy, or tries to use too much of
the latest technology can be over-done, and may not be supported by all browsers.
The key to the website strategy will be presenting a very well designed and informative Web


presence that will market the KNW image, service offerings and community commitment.
1. Website Marketing Strategy

The KNW website will embody the mission of the school. It will not only offer visitors the
opportunity to "look around" the campus, but it will give them a good idea of the level of quality
and service they can come to expect from KNW