GRACE AWAKENING

GRACE AWAKENINGRayne and Stacey Inc.OVERVIEWDescription

Mission Statement

Current marketing situation

Market description

Competitive review

Product review

SWOT

Objectives/issues

Marketing strategy

Budget

GRACEgrace /grs/ NounSimple elegance or refinement of movement

VerbDo honor or credit to (someone or something) by ones presence

Synonymsnoun. favor charm elegance mercy gracefulnessverb. adorn decorate ornament embellish deck - bedeck

AWAKENINGawakening /wk()niNG/ NounAn act or movement of becoming suddenly aware of something

AdjectiveComing into existence or awareness

SynonymRevivalarousal

MISSIONTo provide hope and a future to children with special needs through a variety of special services we offer in a nurturing child care environment.CURRENT MARKETING SITUATIONCurrently 135 child care providers in Rochester, New York

Not ONE offers the combination of therapies, quality, and services we provide

Developmental psychologists argue that the cognitive, social, and emotional development of children is enhanced by exposure to high-quality child care and is harmed by low-quality care.MARKET DESCRIPTIONMarket trend in child care is an increased utilization of child care by parents

Fueled by work or parents desire/need to go back to school to increase income

Trend creates demand for more child care centers

Less time with child equals less time helping them develop

State of the art child center is needed for exceptional developmentCOMPETITIVE REVIEW Established, often franchised, child care centers

Small, home-based child care

Medium-sized companiesPRODUCT REVIEWOccupational Therapy, Physical Therapy, Music Therapy, Art Therapy, Equine Therapy, Water Therapy, and Speech Therapy

High quality staff

Free weekly informational therapy class for parents

Child care

Middle to upper-class; those who can afford

Progress reportsSTRENGTHSA sophisticated and effective learning system

Excellent training programs that all employees must participate in

An educated customer base who recognize the benefits that Grace Awakening offers

WEAKNESSESA lack of visibility due to the newness of the operations

The ability to attract and keep well trained employees.

The inability to perfectly forecast demand of services relative to the number of employees on staff at any one time

OPPORTUNITIESA growing market with a large percentage of target customers not yet aware of Grace Awakening

Increased revenue as more and more people are working, thereby unable to care for their children during the day

As the number of children served grows, fixed costs are spread thinner over a larger customer baseTHREATSCompetition from already established facilities that improve their service offerings to be more competitive to Grace Awakening

Unfounded "public scares" regarding child care

Legal liability issues, either one large suit against Grace Awakening, or significant increases in premiums due to changes within the operating environment of the industryOBJECTIVESGrace Awakening has set aggressive but achievable objective for the first and second year of market entry. Opening its first location in a metropolitan area, and obtain and maintain a clientele. Grace Awakening will develop a cherish the children movement along with amazing grace value proposition. FIRST-YEAR OBJECTIVESObtain a skillful and reliable staffCompete directly against the average daycare facilityBegin specialty services operationsOpen an after school programSpecialists and teachers will have office hours in case any parent needs to arrange a meetingHost community programs

SECOND-YEAR OBJECTIVESWiden clientele baseWiden specialty servicesFocus on community events and benefitsPlan educational field tripsResearch opening another operation in Buffalo, NY

ISSUESIn launching this new business, Grace Awakenings main issue is the ability to establish brand awareness and a meaningful brand image based on positioning that is relevant to target customer segments. This is crucial to the success of the business, building clientele and establishing focused and dedicated professionals who cherish helping childrenMARKETING STRATEGYAdvertising effort using yellow pages, Facebook, Craigslist

Strategic alliance with Child Care Council

Co-sponsorship of parent education seminarsPOSITIONINGGrace Awakening will be positioned on an Amazing Grace value proposition. This will allow for differentiating the brand based on service, with an acceptance guarantee for extremely needy and underprivileged children. Marketing will focus on conveying that Grace Awakening is more than just a childcare center: it gives customers much more for their money in a variety of waysamazingAdjective:

Causing great surprise or wonder; astonishing.Startlingly impressive.BUDGET$27,907 per year, per childcare provider $47,719 per year, per physical therapist$42,000 per year, per speech pathologist $47,500 per year, per counselor$65,000 per year, per occupational therapist$32,000 per year, per musical therapist$30,000 per year, per art therapist$100,000 start up expenses/renovations to building

QUESTIONS?

Amazing graceHow sweet the soundThat saved a wretch like meI once was lost, but now I'm foundWas blind, but now I see'Twas grace that taught my heart to fearAnd grace my fears relievedHow precious did that grace appearThe hour I first believedAmazing GraceChris Tomlin, track 12012268922.9