GRACE AWAKENING Rayne and Stacey Inc.

GRACE AWAKENING Rayne and Stacey Inc.

OVERVIEW • Description • Mission Statement • Current marketing situation • Market description • Competitive review • Product review • SWOT • Objectives/issues • Marketing strategy • Budget

GRACE grace /grās/ Noun Simple elegance or refinement of movement Verb Do honor or credit to (someone or something) by one’s presence Synonyms noun. favor – charm – elegance – mercy – gracefulness verb. adorn – decorate – ornament – embellish – deck - bedeck

AWAKENING a·wak·en·ing /əˈwāk(ə)niNG/ Noun An act or movement of becoming suddenly aware of something Adjective Coming into existence or awareness Synonym Revival—arousal

MISSION “To 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 SITUATION • Currently 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 DESCRIPTION • Market 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 development

COMPETITIVE REVIEW • Established, often franchised, child care centers • Small, home-based child care • Medium-sized companies

PRODUCT REVIEW • Occupational 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 reports

STRENGTHS • A 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

WEAKNESSES • A 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

OPPORTUNITIES • A 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 base

THREATS • Competition 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 industry

OBJECTIVES Grace 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 OBJECTIVES • Obtain a skillful and reliable staff • Compete directly against the average daycare facility • Begin specialty services operations • Open an after school program • Specialists and teachers will have office hours in case any parent needs to arrange a meeting • Host community programs

SECOND-YEAR OBJECTIVES • Widen clientele base • Widen specialty services • Focus on community events and benefits • Plan educational field trips • Research opening another operation in Buffalo, NY

ISSUES In launching this new business, Grace Awakening’s 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 children

MARKETING STRATEGY • Advertising effort using yellow pages, Facebook, Craigslist • Strategic alliance with Child Care Council • Co-sponsorship of parent education seminars

POSITIONING Grace 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 ways a·maz·ing Adjective:

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 believed

GRACE AWAKENING Rayne and Stacey Inc.