Morning Glory Childcare : A Business Plan.
ABSTRACT
Saat ini usaha Tempat Penitipan Anak (TPA) mulai marak.Hal ini
disebabkan meningkatnya jumlah orang tua yang bekerja.Bagi sebagian
orang tua yang bekerja dari pagi hingga sore hari mereka tidak dapat
mengawasi dan membimbing anak secara maksimal. Hal ini menyebabkan
orang tua memerlukan pihak lain untuk membantu mereka dalam hal
mendidik anak. Oleh karena itu, TPA dapat menjadi salah satu pilihan orang
tua untuk membantu mereka dalam mengawasi dan membimbing anak.
Berdasarkan hal diatas maka saya tertarik untuk membuat sebuah TPA,
dengan nama Morning Glory Childcare (MGC). MGC memberikan pelayanan
bagi anak usia 2- 5 tahun. Setiap program dan kegiatan yang disusun
diharapkan dapat mengoptimalkan perkembangan anak baik secara
akademi, sosial-emosi dan fisik.
Keuntungan lain yang di tawarkan MGC adalah tersedianya fasilitas yang
aman dan nyaman bagi anak untuk bermain dan belajar, pemberian makanan
sehat dan pemeriksaan kesehatan secara rutin oleh dokter anak, dan fasilitas
antar jemput bagi orang tua yang tidak memiliki kendaraan pribadi sehingga
orang tua dapat dengan mudah menitipakan anak mereka tanpa harus
memikirkan masalah transportasi.
MGC berlokasi di sebuah perumahan terkemuka di Bandung yaitu Taman
Kopo Indah III, selain itu jumlah orang tua bekerja dan anak usia balita yang
cukup banyak.Hal tersebut akan memberikan peluang yang baik bagi MGC,
mengingat target market dari bisnis ini adalah orang tua bekerja dengan usia
anak 2-5 tahun.
Berdasarkan hasil analisis keuangan yang terdiri dari payback period, net
present value, dan profitability index, Morning Glory Childcare merupakan
bisnis yang menguntungkan dan oleh karena itu bisnis ini sangat layak untuk
dijalankan.
Maranatha Christian University
EXECUTIVE SUMMARY
Morning Glory Childcare with a supportive and safe environment is a
childcare, that will answer the needs of working parents with no one to help
take care their children. They need to leave their children in a trustworthy
hand. It offers program that is suitable for children 2 – 5 years old under the
supervision of hands-on experiences and well-trained teachers and staff.
Based on the size of the market and the defined market area, Morning
Glory Childcare needs IDR 275,835,000 as the capital. The supplement
financing is required to purchase the building, recruit teachers and staff,
purchase of the furniture and classroom equipment during the first year of
operation. This financing will allow Morning Glory Childcare to successfully
open and maintain operations to provide its consumers with a satisfying
progress of their children. This business payback period is in the twelve
months and six days.
Maranatha Christian University
TABLE OF CONTENTS
TITLE PAGE .....................................................................................................i
DECLARATION OF ORIGINALITY ..................................................................ii
FRONT COVER OF THE BUSINESS PLAN ..................................................iii
APPROVAL PAGE ..........................................................................................iv
TABLE OF CONTENS .....................................................................................v
ABSTRACT .....................................................................................................vi
EXECUTIVE SUMARY ..................................................................................vii
CHAPTER I. THE BACKGROUND .................................................................1
CHAPTER II. MARKETING ASPECT .............................................................6
CHAPTER III. OPERATIONAL ASPECT ......................................................14
CHAPTER IV. HUMAN RESOURCES ..........................................................17
CHAPTER V. FINANCIAL ASPECT ..............................................................26
BIBLIOGRAPHY
APPENDICES
-
Appendix 1
-
Appendix 2
-
Appendix 3
-
Appendix 4
Maranatha Christian University
-
Appendix 5
-
Appendix 6
-
Appendix 7
-
Appendix 8
Maranatha Christian University
CHAPTER I
THE BACKGROUND
1.1. Background of the Business
Nowadays both parents with preschool children are employed outside
the home. After work, most parents are tired so they find it difficult to give
maximum attention to their children’s growth and development.
Meanwhile, the growth and development of infants and young
children’s brain are deeply affected by their experiences. During the early
years, parents need to interact more with their children in giving them new
experiences, monitoring, guiding, and teaching their children’s daily
activities by playing and learning together. According to Arlington,
“Interactions with other people and objects are vital nutrients for the
growing and developing brain, and different experiences can cause the
brain to develop in different ways” (par 3). Working parents are facing a
dilemma between monitoring, teaching, and guiding their children and
having to work to support their family’s finance.
Childcare is a solution for working parents who are unable to monitor,
guide and teach their children’s activities. It acts as a partner for
1
Maranatha Christian University
the parents to help them monitor, guide and teach their children by giving
them opportunity to study and explore the world through playing,
discovering, and experiencing. Some childcares also provide healthy food,
good facilities, and good equipment to support children’s growth and
development. Therefore, parents will still be able to work without getting
worried about their children.
Based on the questionnaire that I distributed to 100 parents living in
Taman Kopo Indah area and having children 0-5 years old, 75% of the
respondents agree that they need a childcare with safe and comfortable
atmosphere to help them monitor, guide and teach their children. Seeing
an opportunity to run a childcare business, I plan to build a childcare,
named Morning Glory Childcare.
MGC will be located at Taman Kopo Indah III. I considered this location
the most suitable place to open MGC because there are many working
parents with 2-5 years old children who need a childcare service, besides
that Taman Kopo Indah is surrounded by some housing compounds, such
as Taman Holis, Taman Rahayu, Kopo Permai and Nata Endah, there is
a big possibility working parents living in those housing compounds will
send they children to MGC.
1.2. Unique Selling Proposition
MGC needs to emphasize the differences of MGC’s product service to
attract consumers. There are two unique elements of MGC which Bintang
Mulia Childcare as the competitor does not have. The first is MGC will
2
Maranatha Christian University
build a partnership with a pediatrician coming once a week so parents can
consult with the pediatrician about their children’s health.The second one
is MGC will give report to parents about their children’s activities in the
form of daily report and about their cognitive, physical, and social –
emotional development in mid-yearly progress report.
1.3 SWOT analysis
In planning the business, MGCC needs to do SWOT analysis. Kotler
and Armstrong state that “The overall evaluation of a company’s strengths,
weaknesses, opportunities, and threats is called SWOT analysis” (102).
The analysis of strengths, weaknesses, opportunities, and threats as a
strategic plan of MGCC will be discussed in the following paragraphs.
1.3.1Strengths
Based on Allan’s statement, strengths refer to “The competitive
advantages and other distinctive competencies that a company can exert
in the marketplace” (par .1). First, MGC provides programs and activities
for 2-5 years old children. The activities are designed to support the
development and well-being of each child. The program is developed
based on weekly themes and offers cognitive, social, emotional and
physical development. Second, MGC has a Learning Centre Room, which
has several areas such as house corner, library, table toys, science area,
and dramatic play area to give children plenty of opportunities to
investigate, explore and play in a safe, secure and stimulating
3
Maranatha Christian University
environment. Third, MGC recruits teachers with enthusiasm, love, and
passion to help the children develop not only in cognitive field but also
social field in order to have good character.
1.3.2 Weaknesses
In running this business, there are some weaknesses of MGC
According to Kotler, weaknesses are “attributes of the organization that
are harmful to achieve the objectives” (par .2). The first weakness is that
well - trained teachers with enthusiasm, love, and passion are difficult to
recruit. The second weakness is MGC does not have a big parking area so
parents will find it difficult to park their car when dropping and picking their
children.They need to park their car outside MGC so they have to walk to
reach MGC.
1.3.3 Opportunities
Opportunity creates a chance to get parents join MGC. Opportunity is
“an area of buyer need or potential interest which in a company can
perform profitably” (Kotler and Armstrong 102). The opportunity that MGC
has is that there are a lot of working parents with 0-5 year’s old children
living in Taman Kopo Compound and the surrounding compounds, who
need a childcare.
4
Maranatha Christian University
1.3.4 Threat
On the contrary to weaknesses, which are internal conditions, threats
“are external conditions which could do damage the business
performance” (Kotler 104).The threat for MGC is the competitor in
childcare business. Bintang Mulia Daycare is a well known institution
which has been established for 15 years. It has a big space so it is able to
cater a large number of children.
5
Maranatha Christian University
BIBLIOGRAPHY
Printed Sources
Atkinson, Anthony A., et al. Management Accounting. 9th ed. New Jersey:
Prentice-Hall, Inc., 2001.
Bergman, Abby Barry. School – Age Child Care Resource Kit.
Pearson Education, 1995
Gitman, Lawrence, J. Managerial Finance. 12th ed. Boston: Pearson
Education, 2009.
Heizer, Jay, and Barry Render. Operation Management. New Jersey:
Pearson Education, 2008.
Kotler, Philip, and Gary Armstrong. Principles of Marketing. 10th ed. New
Jersey: Pearson Education, 2004.
Kotler, Philip and Kevin Lane Keller. Marketing Management. 12th ed. New
Jersey: Pearson Education, 2009.
Robbins, P. Stephen, and Mary Coulter. Management. New Jersey:
Pearson Education, 2007.
Robbins, P. Stephen, and Timothy A. Judge. Organizational Behavior.
New Jersey: Pearson Education, 2007.
Electronic Sources
Allan, Andrews. “The Strengths and Weaknesses of a Business”. Webarticles.info 6 June 2007. 25 November 2009.
Booms, Bitner. “Marketing Mix for Services”.
articles.info 21 October 208. 9 March 2010.
.
Maranatha Christian University
Saat ini usaha Tempat Penitipan Anak (TPA) mulai marak.Hal ini
disebabkan meningkatnya jumlah orang tua yang bekerja.Bagi sebagian
orang tua yang bekerja dari pagi hingga sore hari mereka tidak dapat
mengawasi dan membimbing anak secara maksimal. Hal ini menyebabkan
orang tua memerlukan pihak lain untuk membantu mereka dalam hal
mendidik anak. Oleh karena itu, TPA dapat menjadi salah satu pilihan orang
tua untuk membantu mereka dalam mengawasi dan membimbing anak.
Berdasarkan hal diatas maka saya tertarik untuk membuat sebuah TPA,
dengan nama Morning Glory Childcare (MGC). MGC memberikan pelayanan
bagi anak usia 2- 5 tahun. Setiap program dan kegiatan yang disusun
diharapkan dapat mengoptimalkan perkembangan anak baik secara
akademi, sosial-emosi dan fisik.
Keuntungan lain yang di tawarkan MGC adalah tersedianya fasilitas yang
aman dan nyaman bagi anak untuk bermain dan belajar, pemberian makanan
sehat dan pemeriksaan kesehatan secara rutin oleh dokter anak, dan fasilitas
antar jemput bagi orang tua yang tidak memiliki kendaraan pribadi sehingga
orang tua dapat dengan mudah menitipakan anak mereka tanpa harus
memikirkan masalah transportasi.
MGC berlokasi di sebuah perumahan terkemuka di Bandung yaitu Taman
Kopo Indah III, selain itu jumlah orang tua bekerja dan anak usia balita yang
cukup banyak.Hal tersebut akan memberikan peluang yang baik bagi MGC,
mengingat target market dari bisnis ini adalah orang tua bekerja dengan usia
anak 2-5 tahun.
Berdasarkan hasil analisis keuangan yang terdiri dari payback period, net
present value, dan profitability index, Morning Glory Childcare merupakan
bisnis yang menguntungkan dan oleh karena itu bisnis ini sangat layak untuk
dijalankan.
Maranatha Christian University
EXECUTIVE SUMMARY
Morning Glory Childcare with a supportive and safe environment is a
childcare, that will answer the needs of working parents with no one to help
take care their children. They need to leave their children in a trustworthy
hand. It offers program that is suitable for children 2 – 5 years old under the
supervision of hands-on experiences and well-trained teachers and staff.
Based on the size of the market and the defined market area, Morning
Glory Childcare needs IDR 275,835,000 as the capital. The supplement
financing is required to purchase the building, recruit teachers and staff,
purchase of the furniture and classroom equipment during the first year of
operation. This financing will allow Morning Glory Childcare to successfully
open and maintain operations to provide its consumers with a satisfying
progress of their children. This business payback period is in the twelve
months and six days.
Maranatha Christian University
TABLE OF CONTENTS
TITLE PAGE .....................................................................................................i
DECLARATION OF ORIGINALITY ..................................................................ii
FRONT COVER OF THE BUSINESS PLAN ..................................................iii
APPROVAL PAGE ..........................................................................................iv
TABLE OF CONTENS .....................................................................................v
ABSTRACT .....................................................................................................vi
EXECUTIVE SUMARY ..................................................................................vii
CHAPTER I. THE BACKGROUND .................................................................1
CHAPTER II. MARKETING ASPECT .............................................................6
CHAPTER III. OPERATIONAL ASPECT ......................................................14
CHAPTER IV. HUMAN RESOURCES ..........................................................17
CHAPTER V. FINANCIAL ASPECT ..............................................................26
BIBLIOGRAPHY
APPENDICES
-
Appendix 1
-
Appendix 2
-
Appendix 3
-
Appendix 4
Maranatha Christian University
-
Appendix 5
-
Appendix 6
-
Appendix 7
-
Appendix 8
Maranatha Christian University
CHAPTER I
THE BACKGROUND
1.1. Background of the Business
Nowadays both parents with preschool children are employed outside
the home. After work, most parents are tired so they find it difficult to give
maximum attention to their children’s growth and development.
Meanwhile, the growth and development of infants and young
children’s brain are deeply affected by their experiences. During the early
years, parents need to interact more with their children in giving them new
experiences, monitoring, guiding, and teaching their children’s daily
activities by playing and learning together. According to Arlington,
“Interactions with other people and objects are vital nutrients for the
growing and developing brain, and different experiences can cause the
brain to develop in different ways” (par 3). Working parents are facing a
dilemma between monitoring, teaching, and guiding their children and
having to work to support their family’s finance.
Childcare is a solution for working parents who are unable to monitor,
guide and teach their children’s activities. It acts as a partner for
1
Maranatha Christian University
the parents to help them monitor, guide and teach their children by giving
them opportunity to study and explore the world through playing,
discovering, and experiencing. Some childcares also provide healthy food,
good facilities, and good equipment to support children’s growth and
development. Therefore, parents will still be able to work without getting
worried about their children.
Based on the questionnaire that I distributed to 100 parents living in
Taman Kopo Indah area and having children 0-5 years old, 75% of the
respondents agree that they need a childcare with safe and comfortable
atmosphere to help them monitor, guide and teach their children. Seeing
an opportunity to run a childcare business, I plan to build a childcare,
named Morning Glory Childcare.
MGC will be located at Taman Kopo Indah III. I considered this location
the most suitable place to open MGC because there are many working
parents with 2-5 years old children who need a childcare service, besides
that Taman Kopo Indah is surrounded by some housing compounds, such
as Taman Holis, Taman Rahayu, Kopo Permai and Nata Endah, there is
a big possibility working parents living in those housing compounds will
send they children to MGC.
1.2. Unique Selling Proposition
MGC needs to emphasize the differences of MGC’s product service to
attract consumers. There are two unique elements of MGC which Bintang
Mulia Childcare as the competitor does not have. The first is MGC will
2
Maranatha Christian University
build a partnership with a pediatrician coming once a week so parents can
consult with the pediatrician about their children’s health.The second one
is MGC will give report to parents about their children’s activities in the
form of daily report and about their cognitive, physical, and social –
emotional development in mid-yearly progress report.
1.3 SWOT analysis
In planning the business, MGCC needs to do SWOT analysis. Kotler
and Armstrong state that “The overall evaluation of a company’s strengths,
weaknesses, opportunities, and threats is called SWOT analysis” (102).
The analysis of strengths, weaknesses, opportunities, and threats as a
strategic plan of MGCC will be discussed in the following paragraphs.
1.3.1Strengths
Based on Allan’s statement, strengths refer to “The competitive
advantages and other distinctive competencies that a company can exert
in the marketplace” (par .1). First, MGC provides programs and activities
for 2-5 years old children. The activities are designed to support the
development and well-being of each child. The program is developed
based on weekly themes and offers cognitive, social, emotional and
physical development. Second, MGC has a Learning Centre Room, which
has several areas such as house corner, library, table toys, science area,
and dramatic play area to give children plenty of opportunities to
investigate, explore and play in a safe, secure and stimulating
3
Maranatha Christian University
environment. Third, MGC recruits teachers with enthusiasm, love, and
passion to help the children develop not only in cognitive field but also
social field in order to have good character.
1.3.2 Weaknesses
In running this business, there are some weaknesses of MGC
According to Kotler, weaknesses are “attributes of the organization that
are harmful to achieve the objectives” (par .2). The first weakness is that
well - trained teachers with enthusiasm, love, and passion are difficult to
recruit. The second weakness is MGC does not have a big parking area so
parents will find it difficult to park their car when dropping and picking their
children.They need to park their car outside MGC so they have to walk to
reach MGC.
1.3.3 Opportunities
Opportunity creates a chance to get parents join MGC. Opportunity is
“an area of buyer need or potential interest which in a company can
perform profitably” (Kotler and Armstrong 102). The opportunity that MGC
has is that there are a lot of working parents with 0-5 year’s old children
living in Taman Kopo Compound and the surrounding compounds, who
need a childcare.
4
Maranatha Christian University
1.3.4 Threat
On the contrary to weaknesses, which are internal conditions, threats
“are external conditions which could do damage the business
performance” (Kotler 104).The threat for MGC is the competitor in
childcare business. Bintang Mulia Daycare is a well known institution
which has been established for 15 years. It has a big space so it is able to
cater a large number of children.
5
Maranatha Christian University
BIBLIOGRAPHY
Printed Sources
Atkinson, Anthony A., et al. Management Accounting. 9th ed. New Jersey:
Prentice-Hall, Inc., 2001.
Bergman, Abby Barry. School – Age Child Care Resource Kit.
Pearson Education, 1995
Gitman, Lawrence, J. Managerial Finance. 12th ed. Boston: Pearson
Education, 2009.
Heizer, Jay, and Barry Render. Operation Management. New Jersey:
Pearson Education, 2008.
Kotler, Philip, and Gary Armstrong. Principles of Marketing. 10th ed. New
Jersey: Pearson Education, 2004.
Kotler, Philip and Kevin Lane Keller. Marketing Management. 12th ed. New
Jersey: Pearson Education, 2009.
Robbins, P. Stephen, and Mary Coulter. Management. New Jersey:
Pearson Education, 2007.
Robbins, P. Stephen, and Timothy A. Judge. Organizational Behavior.
New Jersey: Pearson Education, 2007.
Electronic Sources
Allan, Andrews. “The Strengths and Weaknesses of a Business”. Webarticles.info 6 June 2007. 25 November 2009.
Booms, Bitner. “Marketing Mix for Services”.
articles.info 21 October 208. 9 March 2010.
.
Maranatha Christian University