For assignment purpose
Made by: Micha Paramitha
Small Step Child Care® is a full-service child care/development facility that cares for
toodlers from age three to five. The Small Step Child Care® will be concentrating on the
upper eng of the market: double-income professinal parents. These personally ambitious
parents are typically eager in terms of their children’s development and will be willing to pay
to have their children attend the best facilities.
Through specialized training of the staff and innovative learning systems, The Small Step
Child Care® is cutting edge in terms of child development. This curriculum, coupled with a
custom designed facility and a low teacher:student ratio ensures a top shelf service for the
children and the parents. Unlike our competitors, we offer advanced after-school tutoring,
and activities such as arts, crafts, and learning english all in one location.
Small Step Child Care® will be concentrating on two different target customer
segments. The first full-time working couples. This group is forecasted to account for
80% of Small Step Child Care®. The second group of customers are drop in,
customers who use Small Step Child Care® sporadically, when ever the need arises.
Small Step Child Care® is an exiciting opportunity that provides safe and secure
child care to the Bekasi neighborhood. Small Step Child Care® will reach
sustainable profitability over the next four years, with Rp317.465.000 in sales by year
four. Through a combination of well-price service and a well seasoned management
team, Small Step Child Care® will quickly gain market share and reputation as a
premier child care provider.
To develop a sustainable, profitable, start-up business
To create a service based operation whose primary goal is to exceed
Small Step Child Care® mission is to provide top level child care and to
offer safe and secure child care at all times. Close personal attention to each
child is essential to providing a quality experience for all children; therefore,
adequate personnel will be hired to ensure each child has the proper
supervision will in our care.
1.3 Key to Succes
Service Quality / Quality Care: 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.
Small Step Child Care® will offer child care services for kids between the ages of
three and five. Small Step Child Care® will offer services from 9 a.m to 5 p.m. The
children will be exposed to a wide range of activities including arts, crafts, cooking,
socialization, general learning, and group activities. Small Step Child Care® will be
priced out some people budgets but will offer well trained staff and a low student to
Small Step Child Care® will start out as a simple proprierotship, owned by its
founder. As the operation grows, the owners will consider re-registering as limited
liabilty company or as a corporation, whichever will better suit the future business
2.2 Start-up Summary
Legalization Rp 10.000.000
Computer Rp 3.000.000
Motorcycle Rp 4.000.000
CCTV Rp 3.000.000
AC Rp 22.000.000
Kitchenequipment Rp 9.590.000
Toys Rp 30.000.000
Table and Chair Rp 5.000.000
Books Rp 5.000.000
Book Shelves Rp 1.275.000
Musical Instrument Rp 67.600.000
Laptop + projector
House Decoration Rp 20.000.000
Wardrobe for small toys Rp 5.000.000
Carpet for kids Rp 2.100.000
CleaningSupplies Rp 1.500.000
Nap Time Bedding Rp 2.500.000
Total Start-up Expense Rp 198.565.000
Small Step Child Care® offers upscale child care services for kids ages 3 years
to 5 years. Normal operating hours will be 9 a.m to 5 p.m, Monday through Friday -
with observance of all major legal holidays. Early drop-off service will be offered as
Small Step Child Care® exists to provide Premier child care services that are
aimed at enhancing traditional day care methodologies and integrating
extracurricular interests (such as art, crafts, music, theate and sports) into one
comprehensive program. Our general and “continuing” education program help tutor
the kindergarten kids through “main school” homework assignment and provide a
base of understandin and interaction to ensure in future educational endeavors.
3.1 Service Description
Small Step Child Care® will offer three basic services in the Grand Galaxy City
Full-time Child Care
After School Care
Prior to opening, the Small Step Child Care® have three months of enrollment.
Based on themarket reaction, these services may be altered to meet the needs of
3.2 Learning Center
Small Step Child Care® is not only taking care of the kids but also giving them
knowledge. Such as drawing, music, english lesson, and also singing. Small Step
Child Care® not only prepares children to become sociable child but prepare to be a
child who is ready to face the day ahead.
To develop our children social attitude, Small Step Child Care® also implement
group activities conducted both inside and outside. Group activities such as drama,
the race between 'students' child care.
Small Step Child Care® also give an opportunity for the kids to do their homework
from their ‘main school’ and to obtain help.
3.3 Security System
For the safety of the children, 'Small Step Child Care' provides a very tight security
system. Small Step Child Care provides two security guards. We do not use any
security, we use a security guard who already has a certificate or who already have
a guarantee from the distributors. In addition we also provide four security CCTV
installed at important places such as front door,clasroom hallway, classroom, main
hall and courtyard.
For food in a 'Small Step Child Care', we do not use food from outside as catering,
we provide a helper who will serve in the cooking and nutrition expert is in charge for
calculating adequate nutrient food for children 3 years to 5 years.
Market Analysis Summary
Small Step Child Care® offers services which are vitally important in today's fast
paced, dual-income world. As an increasing number of families have become
dependent on two incomes, the need for quality child care has skyrocketed.
4.1 Market Segmentation
Small Step Child Care® has a focus on meeting the local community need for child
care services within the 10-mile radius of Bekasi City. Students will be taken in
flexibly on either a full-time or part-time basis.
Full-Time Working Couples
The Child Care will establish a significantly large, full-time, regular client base in
order to establish the healthy, consistent revenue base which will ensure stability of
the business. Customer and community relations are extremely important, as it is
imperative to keep the parents pleased in order to keep their children in the child
After School Care
Another large segment of the child care's business will be in the after school care
market. This client base will provide a higher profit for the child care since instructor-
to-student ratios are higher, and the students require more educational services,
which are the primary focus of the child care. By offering tutoring, and advanced
studies in technology, theatre, arts and sciences, the college will attract these
profitable business clients, producing significant supplemental revenues.
4.2 Target Market Segment Strategy
The target market for Small Step Child Care® is full-time working couples. Referral
marketing, direct-mail campaigns and community activity days will be the primary
types of marketing strategies utilized. Maintaining and enhancing its reputation with
families and in the community will be crucial in obtaining the planned market share
growth of this target market.
4.3 Location & Market Growth
According to Census 2010 data, the population growth rate for Bekasi is
approximately 3,48% per year, which is reflected in the market analysis
summary. However, the Grand Galaxy City area of Bekasi is experiencing a
residential construction boom. This is area of “New Golden Triangle” growth center
of industrial, offices, and commercial houses. This suggests that more
families continue to move into the Grand Galaxy City area, thus becoming potential
In our market analysis, we suggest a modest 6% yearly growth in the number of
4.4 Market Needs
With inflation continuing to rise each year, the typical Indonesian family now
requires dual or supplemental incomes. This trend has created a need for quality
child care services. We do not see this model changing in the foreseeable future. In
fact, based on the growth in the Bekasi area, specifically West Bekasi, we expect the
need to increase.
4.5 Market Trends
Currently there are more family caregivers than licensed child care facilities
nationwide. However, this business model can't keep up with the needs of the
growing child care industry. In the family care giver paradigm, space is limited and
quality of care is questionable - in many cases viewed as only slightly higher quality
than babysitter services.
4.6 Service Business Analysis
Small Step Child Care® is in the child care services industry, which includes several
1. Licensed Child Care Facilities: Business facilities that offer child daycare
2. Family Child Care Homes: Individuals that offer child daycare services in their
3. Specific Interest Based Programs: Businesses that offer specialized instruction
such as gymnastics, martial arts and athletics.
4. Church/Mosque Child Care Facilities: Religious organizations that offer child
daycare services in their communities.
4.7 Competition and Buying Patterns
Price, service, certification and reputation are critical success factors in the child care
services industry. Small Step Child Care® will compete well in our market by offering
competitive prices, high-quality child care services, and leading-edge educational
programs with certified, college-educated instructors, and by maintaining an
excellent reputation with parents and the community in which we serve.
4.8 Main Competitor
1. Family Child Care Homes:
Strengths: Established in market. "Personal" service.
Weaknesses: Capacity - only allowed a certain number of
children. Non-professional stigma.
2. Mosque/Church Day Care:
Strengths:. Already established in market.
Weaknesses: May not appeal to customers of different religious
beliefs. Unlicensed facility. Non-accredited.
4.8 Strategy and Implementation Summary
Small Step Child Care® will focus on two subdivisions: 'Grand Galaxy City' and 'The
Villages of West Bekasi' which are new upscale community developments within a 2
square mile radius and boast over 900 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 3-5 years.
4.9 Marketing Strategy
Marketing in the child care industry depends largely on reputation and referral. At
Small Step Child Care® that reputation will start within our community bolstered by
our involved commitment to those we serve.
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:
We'll be developing our core positioning message: "Play, Learn, and Grow
together" to differentiate our service from the competition. We will be using
brochure, poster, and direct mailto launch the initial campaign.
2. Sales Brochure
Our theme and curriculum will help sell the child care to prospective clients.
3. Direct Mail
We will send quarterly direct mail campaigns to the housing developments in
a 10-mile radius of the child care.
We will develop and maintain partnerships with local businesses that cater to the
needs of children.
For families who value the importance of higher education and quality child care
services, Small Step Child Care® offers a great alternative to traditional child care
services and specific interest based programs.
Small Step Child Care® 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
Small Step Child Care® will sell its services and offerings.
We will be a one-stop shop for child care services, advanced learning and
specialized program offerings. We will also be active in the community,
building a solid reputation with parents and the community.
As mentioned previously, Small Step Child Care® will form professional alliances
with Impact Fitness to offer Drop-In child care services while parents work out. We
will also partner with Kindergarden to provide referrals of their existing customers. A
discounted rate will be offered in both cases.
The Small Step Child Care® economy conditions will tend to rise. Small Step
Child Care® is a propriertorship that will start to gain profit in the third year and will
have average profit from the end of the fourth year.
Small Step Child Care® has a low enough price that Rp2.20.000 for children full-
time child care, after school Rp1.500.000 for child care, and Rp60.000/jam for child
In the first year we get 240 customers or equal to 20 children per month. Which
consists of 8 full-time child care children, 3 children after school child care and 9
child drop-in 4 child care. In the first year we get about Rp412.800.000 revenue.
In the second year we assume we get 300 customers or equal to 25 children per
month. Which consisted of 10 children full time child care, 11 children after school
child care and child drop-in 4 child care. In the second year we get around
In the third year we assume we get 420 customers or equal to 35 children per
month. Which consists of 20 full-time child care children, 8 children after school child
care and 7 drop-in child care child. In the third year we get around Rp853.200.000.
For the fourth year, 'Small Step Child Care' assume get 800 customers or equal to
40 children per month. Consisting of 28 children full time child care, after school care
8 children and 4 children drop-in. In the fourth year we get revenue
The following sections will outline the important financial details.
1.1 Income Statement
1 2 3 4
Full Time 250.800.000 319.200.000 680.400.000 844.800.000
Drop-in 162.000.000 162.000.000 172.800.000 172.800.000
Security (2) 18.000.000 24.000.000 26.000.000 27.000.000
Maid (2) 12.000.000 16.800.000 20.000.000 22.000.000
Care Staff (5) 27.000.000 27.000.000 27.000.000 27.000.000
Marketing (2) 48.000.000 48.000.000 60.000.000 84.000.000
Nutritionist 21.600.000 21.600.000 21.600.000 21.600.000
Drawing (5) 60.000.000 60.000.000 60.000.000 60.000.000
English (5) 60.000.000 60.000.000 60.000.000 60.000.000
Singing (3) 43.200.000 43.200.000 43.200.000 43.200.000
Music (2) 36.000.000 36.000.000 36.000.000 36.000.000
Rent House 90.000.000 90.000.000 90.000.000 90.000.000
Electricity 9.000.000 9.000.000 10.800.000 14.400.000
Water 6.000.000 6.000.000 8.400.000 12.000.000
Food Expense 5.500.000 5.500.000 8.600.000 9.400.000
Activity Expense 21.000.000 21.000.000 28.800.000 36.000.000
Motorcycle Expense - 500.000 500.000 500.000
Medicine 1.000.000 1.000.000 1.000.000 1.000.000
Broschures 900.000 900.000 900.000 900.000
School to school 1.000.000 1.000.000 1.000.000 1.000.000
Poster 600.000 600.000 600.000 600.000
Total Expense 348.400.000 472.100.000 504.400.000 546.600.000
Startup Expense 198.565.000 - - -
Loss/Profit (134.165.000) 9.100.000 348.800.000 471.000.000
(134.165.000) (125.065.000) 223.735.000 247.265.000
Loss Loss Profit, BEP Profit
Full Time Child Care Rp 1.900.000
After School Child Care Rp 1.000.000
Drop-in Rp 50.000/hour
1.2 Profit Yearly
Our projected profit and loss is shown on the following table, with sales
increasing from the first year to the fourth year.
In years three and four, we are projecting full enrollment regarding cost of
sales. The investment return in these years supports the goal of opening
another campus at the end of the second year and begin the franchise
offering by the end of the fourth year. Profit from the additional campuses and
income from franchising are not included in this business plan.
1 2 3 4
Human Resources Development
Human Resource Development is the integrated use of training, organization,
and career development efforts to improve individual, group and organizational
effectiveness. HRD develops the key competencies that enable individuals in
organizations to perform current and future jobs through planned learning activities.
Groups within organizations use HRD to initiate and manage change. Also, HRD
ensures a match between individual and organizational needs.
5.1Duty of the Human Resource
1. Hiring Employee
Hiring is a process where the Human Resources development finding
new employess that suit with the need of Human Resources and Small
Step Child Care®.
These are some characteristic of the employee
For the teacher, Small Step Child Care® Human Resource would to
find for a teacher who
has the ability to communicate with children,
have a high knowledge,
and has the ability to solve problems in the child.
For the employee, Small Step Child Care® Human Resource would to
Human Resources :
have a good interpersonal skill
know how to motivate others employee
know how to distribute the employee’s job
have a good interpersonal skill
know how to introduce to customer about our child
know how to develop the market
know how to control the expense
know how to operate microsoft excel
have to be a careful, honest, and clever person
For the guard and maid we use security guards and helpers who have
insurance or who already has a certificate.
2. Motivating the Employee
To maintain the quality Small Step Child Care ®, Human Resource
Small Step Child Care ® tasked to motivate employees to work as much
as possible and do all the tasks wholeheartedly in order to keep the good
name Small Step Child Care ®.
3. Supervise the activity of the Employee
5.2 Organizational Structure
1. The President Small Step Child Care is the founder that is Mr./Mrs.
2. Director of Marketing Small Step Child Care® is Raden Surya
Kencana that is in charge to introduce Small Step Child Care® to
3. Director of Finance Small Step Child Care® is Micha Paramitha that
is in charge to maintain the finance of Small Step Child Care®.
4. Operational Manager Small Step Child Care® is Muh.Fariz Pratama
that is in charge to monitor the activities in Small Step Child Care ®
and as a means to place either accommodate suggestions from
employees and from the child's parents.
5. Director of Human Resource Small Step Child Care® is Siyan Chen
that is in charge to hire new employee, to motivate the employee.
President Small Step Child