1. Maddie Massey
Alyssa Heffley
Andy Fowler
Reava Vaughter
Katie Bradberry
I. Company Analysis
1. Summary
In January of 1964, President Lyndon B. Johnson declared the War on Poverty
in his State of the Union speech. Head Start was created and launched in the
summers of 1965 and 1966 as an eight­week demonstration project and was designed
to help break the cycle of poverty, providing preschool children of low­income families
with a comprehensive program to meet their emotional, social, health, nutritional, and
psychological needs. In 1995, under President Clinton administration, the first Early
Head Start grants were given. Since its launch Head Start has served nearly 30 million
children and in October of 1998 was expanded to include full day/year services and
many program options. In 2007, under the administration of George W. Bush, Head
Start was again reorganized with several provisions to strengthen its equality. Most
recently, in 2009 under the Obama administration, the American Reinvestment and
Recovery Act added more than 64,000 slots for Early Head Start and Head Start
programs.
Head Start is a comprehensive child development program serves eligible
children and their families. Children are accepted into the Early Head Start program at
birth and into the Head Start program at age three. Children are eligible for the
program regardless of race, sex, creed, and national origin as long as their family
meets established criteria for enrollment which include: age, income, parent status,
disability or other high risk factors. *There is no cost to families whose children meet
the eligibility guidelines for Head Start.*
The Head Start program seeks to positively impact each area of a child’s
development by providing rich, developmentally age­appropriate educational
opportunities, fostering family partnerships, facilitating medical and dental care,
serving healthy family­style meals for breakfast, lunch, and snacks; referring children
and their families to community resources; identifying children with special needs and
linking them to appropriate services.
2. Enrollment
County Head Start
Center
Early Head
Start Center
Estimated # of
Children
Bibb 1 0 40
Fayette 1 1 125

2. Greene 1 1 185
Hale 2 0 160
Lamar 1 0 60
Tuscaloosa 3 1 385
3. Services Offered
● Child Care and Developmental Services
Through collaboration with families, staff, and health professionals, each child’s health status
and developmental needs is determined and addressed and carried out even after the child
leaves Head Start.
http://eclkc.ohs.acf.hhs.gov/hslc/tta­system/teaching/eecd/Assessment/Child%20Outcomes/H
S_Revised_Child_Outcomes_Framework(rev­Sept2011).pdf
http://eclkc.ohs.acf.hhs.gov/hslc/tta­system/health/center/physical­health/physical­health.html
● They learn about books, words, numbers, manners and the world around them
and apply that in daily responsibilities for themselves and their classmates.
● Children develop self­confidence, socialization skills, and work on character
building
http://www.cspwal.com/head­start.aspx
Child Nutrition
Child nutrition services assist families in meeting each child’s nutritional needs and in
establishing good eating habits. In addition to nutrition education for the children and parents /
guardians, 134,583 nutritious meals and snacks are served to participants.
● Child Mental Health
Mental health services are provided (by staff and mental health professionals) not only for
participants, but are made available to staff and family members as well.
● Disabilities Services
A minimum of 10 percent of enrollment opportunities are made available to children with
disabilities. All of whom receive specialized services to meet their identified needs.
Family/Community Partnerships
With assistance from staff, parents are encouraged to identify their own strengths, needs, and
interests. As well as provided opportunities to get involved with community services and
partnerships in which the staff collaborates to provide high levels of services to the children
and their families.

3.
4. Qualifications of Enrollment
● In order to qualify for this benefit program, you must be a resident of the state
of Alabama and a parent or primary caregiver responsible for a child too young
for public school.
● In order to qualify, you must also have an annual household income (before
taxes) that is at or below the following amounts:
Household Size Maximum Income Level (Per Year)
1 $14,521
2 $19,669
3 $24,817
4 $29,965
5 $35,113
6 $40,261
7 $45,409
8 $50,557
*For households with more than eight people, add $5,148 per additional person.
II. Competitor
1. Tuscaloosa County Pre­K Initiative
Identifying all 4 year old children in the city of Tuscaloosa who are at risk academically and
are currently not being served with the proper programs.
Services
­Expanded 9 month full day Pre­K
­Five week jump start summer term for children entering kindergarten
­Family services and support programs
Demographics
­381 students
­Student teacher ratio 9:2
­21 classrooms in 9 Tuscaloosa City elementary schools
Schools served

4. ­University Place
­Central
­Skyland
­Woodland Forrest
­Arcadia
­Alberta
­Oakdale
­Northington
­MLK
Placement
­Students 4 years of age are eligible for pre­k services
­Students are tested through language and concepts
­Students who score less than 50% are eligible
­Students with lowest scores are placed first
2. Not sending their child to a program at all.
Some parents may choose not to the send their child to any program at all. This decision
could be made due to several reasons, some of much are:
● Parents are not aware that a program is available (financially) to them
● Parents leave child with a friend or relative
● Parents do not know what all a Pre­K program provides
III. Consumer
Head Start Summary:
Guardians seeking to put their children on a path to better education and life choices starting
with Head Start. There are Head Start programs in 6 counties in Western Alabama (Bibb,
Greene, Hale, Fayette, Lamar, and Tuscaloosa).
Head Start Target:
The Head Start program seeks to reach guardians of preschool aged children (age 3­5) in
Greene, Bibb, Hale, Lamar, Tuscaloosa, and Fayette counties who fall at or below the poverty
line and/or have preschool aged children who suffer from disabilities.
Early Head Start Summary:
Tuscaloosa, Fayette, and Greene counties offer the Early Head Start program for expectant
mothers, infants, and children up to the age of three.
Early Head Start Target:
The Early Head Start program seeks to reach expectant mothers and guardians who currently
have children under the age of three in order to educate them about the program. The EHS

5. program works to facilitate healthy growth for the children in order to prepare them for
preschool.
Psychographics:
Parents/guardians, may or may not be single parents, who work hard, but struggle to meet the
basic needs of their children due to financial hardships. They recognize the need for their
child to be cared for while they are at work, but are more driven by convenience than what is
best for their child’s educational future. Some are simply unaware of their options for health
and educational care for their children.
Unmet needs:
The consumer recognizes that daily childcare is a need that they must meet for their children
in order for them to continue to provide for them financially. Consumers who have children
that struggle with disabilities are seeking to find a program that will sufficiently meet their
child’s individualized needs, depending on their situations.
Demographics
County Total
Child Pop
2000
Total
Child
Pop
2012
Child
Pop
under 5
2000
Child
Pop
under 5
2012
Pre K
ages
3­4
2000
Pre K
ages
3­4
2012
Child
Poverty
Base
Year
Child
Poverty
Current
Year
% of
persons
below
Poverty
level
Base
% of
persons
below
Poverty
level
Current
Bibb 5,840
28%
5,510
24.2%
1,449
24.8%
1,281
23.2%
561 530 1,255
24.1%
1,448
28.6%
17.8% 20.9%
Fayette 4,924
26.6%
4,085
24.1%
1,113
22.6%
250
23.3%
474 374 957
23.2%
1,218
32.9%
16.9% 22.5%
Lamar 4,192
26.4%
3,378
23.7%
926
22.1%
743
22.0%
381 3,311 845
24.4%
988
31.4%
17.2% 22.1%
Greene 3,250
32.6%
2,338
26.3%
770
23.7%
568
24.3%
320 216 1,031
37.3%
1,012
47.3%
28.4% 35.1%
Hale 5,620
32.7%
4,084
26.5%
1,408
25.1%
917
22.5%
559 363 1,544
31.4%
1,515
41.0%
24.6% 28.5%
Tuscaloos
a
46,693
28.3%
52,564
26.5%
10,592
22.7%
12,040
22.9%
4,273 4,747 8,108
21.4%
10,967
26.6%
16.1% 20.2%

6. * Bibb County 2011 Stats