Marketing Business Plan: After School Programme and Daycare

Bunnies

Tantri Yanuar Rahmat Syah

, Samerdanta Pusaka

, Arief Kusuma Among Praja

and Sugitama

Gunawan

Economyc and Business, Esa Unggul University, Jakarta, Indonesia

Keywords: Program After School and Daycare, STP Analysis, Marketing Mix,

Abstract: The purpose of Bunnies Program After School and Daycare business planning is as a child care agency with

an age range about 0 months to 12 years that can help the role of parents in caring and nurturing children by

providing the best service to meet customer demand for customer satisfaction. Bunnies Program After

School and Daycare business marketing planning stages include STPAnalysisand Marketing Mix.

Otherwise use Lean Process, Service Blue Print, and Customer Relationship Management. Strategic location

is needed to support this business, the location plan is at the place of residence Scientia Garden Blok O,

No.21-23,Boulevard Gading Serpong Street, South Tangerang City, Province Banten.

1 INTRODUCTION

Along with the development and progress of the era

where housewife plays an important role in

supporting the family economy, so many parents,

especially housewives do not have time to guide,

nurture and educate their children at home. Because

of this business, a parent needs daycare and a

learning place for their child. Also, many parents'

concerns about how to explore the changing

intellectual development of children who do not fit

their way of educating children in their time. Many

daycare centers that run today do not provide

satisfaction to parents in supporting the growth and

development of intellectual and childhood

personalities. Needs of daycare and after-school

programs are still widely needed in the area of

South Tangerang.

The quality requirements of the after school and

daycare programs are sought after by busy parents

so they can be calm by doing their work and not

worry about supervision and coaching and the

management of their intellectual and childcare

during their busy work. Parents need daycare and

after-school programs because it is an alternative for

parents who do not have the time to educate,

parenting and the needs of parents who want to

socialize outside their working hours. From some of

the problems found in this field, the business

opportunity to open a daycare business and after-

school program still provide promising opportunities

and potential. The business of daycare and after-

school programs that have been running have not

fully utilized the technological system in accordance

with the times. Many of them still use conventional

methods. For that daycare and after school program

has a new innovative breakthrough in providing

facilities for consumers.

These new breakthroughs can be downloadable

applications in gadgets or other technological tools

like iPad, computers, and so on. The need for the

internet today is an inevitable need such as online

streaming, where parents who entrust their children

can access to monitor child growth and their

children's activities while they are busy working

where they can at any time and anywhere to access

children's activities those who are entrusted,

educated and cared for in daycare and after-school

programs. The advantages of daycare and after-

school programs are helping to dig up the child's

talent in accordance with the wishes and growth of

the child with activities that trigger the child's

appeal.

A new business has many complexities that

affect the taking of business strategy, business

decisions, and the development of the business itself.

In analyzing the business environment is very

necessary for the face of business threats and

anticipate business opportunities.

2628

Yanuar Rahmat Syah, T., Pusaka, S., Kusuma Among Praja, A. and Gunawan, S.

Marketing Business Plan: After School Programme and Daycare Bunnies.

DOI: 10.5220/0009949426282634

In Proceedings of the 1st International Conference on Recent Innovations (ICRI 2018), pages 2628-2634

ISBN: 978-989-758-458-9

Many factors in analyzing business environment

are economic, socio-cultural, environmental,

demographic, political, technological, legal,

industrial competition and porter analysis. Economic

factors have a very important role in developing and

advancing the business world, especially in the world

of education. Economic factors in the world of

education in the form of operational costs of

education both facilities and infrastructure used as

the development of science in creating quality in the

world of education that will provide the impact of

human resources procurement. For that strategy in

facing economic factors in the daycare business and

after-school programs in providing services in

accordance with the cost incurred by parents can be

compared with offers in the field of education

services and care of children who have been going on

and there.Also, economic factors will determine the

sales of products to be sold whether in accordance

with the purchasing power of parents of their

children's needs for the advancement of growth and

development of children.

The current pattern of socio-cultural change in

which many women enter the labor market so that

they do not have enough time to care for, nurture,

care for and educate children. For that parents need a

trusted institution that can petrify them while they

work outdoors. The strategy for dealing with socio-

cultural factors is to create different educational and

nurturing methods from existing methods of

upbringing and education which focus on improving

soft skills, character and cognitive.

The intelligence of the child is influenced by

environmental factors and the pattern of care

received by the child. The environment is a means

that children use for expansion can trigger children to

understand and increase their curiosity in various

aspects of life and the world around him. Based on

the description, the target and strategy of child care

services and after-school programs must support

business continuity optimally. The strategy for

dealing with these environmental factors is to create

daycare and after-school programs to increase

children's exploration of intellectual support and

child development.

Demographic factors greatly affect the business

world, especially entrepreneurs who want to open a

new business. These demographic factors are factors

of family income, the age of children, parent

education, occupation and so on. Marketing

strategies influenced by demographics such as

consumer purchasing power, consumer spending

patterns, and so on. A business is also affected by the

participation of political factors in which government

policies, economic rights, legal protection are

adapted to the prevailing circumstances and laws of

Indonesia. Child education business has a strategy in

dealing with this politics in following the regulations

and regulations applied by the government especially

in the field of education.

The development of increasingly sophisticated

information technology is an integral part of the

business world. Therefore, as a businessman must

follow the development and acceleration of the world

of technology so that business is not left behind from

other business actors in the same field. The

breakthrough in the field of technology in the field of

business is used for marketing and promotion

activities and facilities to support consumer

satisfaction in the form of online streaming, CCTV,

e-commerce, and so forth.

The importance of legal aspect in a business is

very influential in making decisions that bring many

benefits in controlling every situation in the face of

problems and risks of loss in the business that will be

found in the future, so that can be avoided or

minimized. In the face of competition among

businesspeople in the same field, companies need to

analyze the environment rather than competitors in

order for business opportunities and corporate

positions to execute and implement strategies and

tactics to achieve those goals. The business of

daycare and after-school programs are in a position

of growth because the needs are very high,but the

organization and child care and after-school

programs are limited and inadequate.

Business daycare and after-school programs that

are in the growth stage require much promotion to

penetrate the market by conducting good

management and organized operations in the market.

For business daycare and after-school programs in an

integrated environment, this must have specific

services, qualified and professional so that consumers

who have purchased after-school program services

and daycare can be as marketing agents where they

can recommend this service from the mouth to the

mouth other than promotional endeavors, events and

others conducted by the company.

The industry competition analysis of daycare and

after-school programs can use the five-forces porter

where the high threats of newcomers, low competitor

threats in the same field, low substitution threats, low

consumer bargaining power and bargaining power of

suppliers are also low. Seeing from this porter

analysis, the business opportunity of daycare and

after-school program is still promising besides the

opportunity and threat analysis where the daycare

business and after-school program that will be in

Marketing Business Plan: After School Programme and Daycare Bunnies

2629

Summarecon Gading-Serpong area which is the area

of offices, apartment and residence has no place child

care and after-school programs are qualified and

complete.

The daycare alone is quite a distance away from

each other,and many international schools do not

have after-school programs that satisfy parents for

their children. There are several daycare and after-

school programs in this area of South Tangerang

city, it is a necessary strategy in facing price

competition while improving quality both in terms

of educator, caregiver and program offered as well

as good management in managing business daycare

and after-school program. If this price competition

can be controlled by maintaining quality in

providing services, strategies for marketing service

products and having different methods of educating

and nurturing children, competitive prices are no

longer a threat in business.

The vision of the daycare and after-school

bunnies program is to become a daycare company

and after-school program that excel in the

management of intellectual, creativity and

technology in accordance with the needs of the

community.

The company's mission bunnies as follows:1)

Helping parents in nurturing and educating children

with quality educational and childcare services by

utilizing technology according to the development of

the times.2)Creating a safe, comfortable and friendly

atmosphere in the eyes of parents in the

implementation of daycare in after-school programs

by utilizing the online streaming facility as a means

of monitoring for parents.3) Implementing daycare

and after-school programs by promoting affection in

the service, education and parenting of children so

that children do not feel the difference between at

home and daycare.4) Carry out daycare and after-

school programs that are oriented towards the

creation of young people who have the intellect,

creativity, and innovative and devoted to God

Almighty.5) Creating a sense of belonging as a work

culture by providing rewards and punishments based

on inputs, processes, outputs and outcomes and

improving services by providing ongoing education

and training for employees.

2 METHODS

Program After School and Daycare Bunnies

programs in the field of child care and education

have marketing phases that are divided into two,

namely STP analysis and marketing mix. STP

analysis phase is the initial preparation stage of

bunnies company in preparing the company, such as

determining segmentation, targeting and positioning.

While at the marketing mix stage, starting from

product, price, place and promotion. Also, marketing

stages also use lean process, blueprint service, and

customer relationship management.

2.1 STP Analysis

Program After School and Daycare Bunnies

programs use the segmentation process at upper and

upper middle classes with 25-45 year olds who are

already working and have children aged 0-12 years.

On targeting our after school and daycare

programs, we target parents aged 25-45 years who

can be handled in a year with 656,498 people. Of

that number, parents who have children aged 0-12

years amounted to 373,250 people. Of these, which

are middle-upper and upper classes of 93,313

people. Assumed at 5%,i.e. 4,665 people entrust

their children in daycare. Of the target of 4,665

children, the assumption of After School and

Daycare Program target can handle 10% of students

with a pessimistic target of 233 children per year and

optimistic target of 466 people covering all areas of

South Tangerang City.

Program After School and Daycare Bunnies

program is one form of non-formal child education

targeting middle and upper-class parents who have

children aged 0-12 years and use Brain Challenging

method in child care and education, and have a ratio

of parenting ratio of 1: 5, has an online streaming

facility and other facilities that are better, as well as a

competent educator and caregiver. Only Bunnies

who serve optimally and provide comfort in students

and communicative with more intensive parents of

students.

2.2 Marketing Mix Stage

The products we offer are Program After School and

Daycare Program. The explanations of the products

we offer are listed in the table below:

Table 1: The products we offer

Product

Name

Ages Services Days Times

Program

After

School

6-12

years

old

Full

Time

Mon-

Fri

1pm–

7pm

Half

Time

Day

Care

Baby-

years

old

Full

Time

Mon-

Fri

6am-

7pm

Half

Time

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The price of the products we offer there are 2

types of services are Full Time and Half Time.

Here's an explanation of the price of the products we

offer:

Table 2: The prices of the products

Product Name Services Price

Program After

School

Full Time Rp.1.800.000

Half Time Rp.1.200.000

Day Care

Full Time Rp.3.000.000

Half Time Rp.1.800.000

After School and Daycare Bunnies Program is

located in South Tangerang City Area located at

Komplek Scientia Garden Blok O no.21-23, Jalan

Boulevard Gading Serpong, Gading Serpong,

Tangerang Selatan City, Banten Province.

In promoting bunnies company using Integrated

Marketing Communication method consisting of

word of mouth, direct marketing, event, advertising,

and public relation. Promotion with word of mouth

by using online method through internet media and

social media like delivery via Whatsapp

messenger,Blackberry messenger, facebook, twitter,

line and Instagram. In this method of direct

marketing program after school and daycare bunnies

cooperate to the school community and housing

complex that exist in Gading Serpong environment

to set up a stand at school and housing complex

partner which aims to as giving information about

the activity of after-school program and daycare

bunnies to a prospective customer.

After School and Daycare Bunnies programs also

utilize the Tools event, for the sixth month after the

opening by holding seminars or counseling with

some topics like education and child health. For

Advertising from after school and daycare bunnies,

programs use advertising online. Online method

ofadvertising program after school and daycare

bunnies program will be available website

www.bunnies.com and applications known by the

community such as Instagram, Facebook, Line and

Google My Business. On this website and

application contains company profile, ways to

child health information, contact and career.

Public relations is the last tool that is used in

promotional activities after school and daycare

bunnies program. In this activity, this public relation

will conduct an opening or open house event that

invites some mass media either newspaper media or

television media such as online press from city

government website of South Tangerang and the

bloggers who already have a good reputation with

the number of follower in the top ten thousand.

3 RESULT

3.1 Lean Consumption Bunnies

Figure 1: Marketing program after

school and day-care business before lean customer process

Marketing Program After School and Daycare Bunnies Before Lean Process

CU STOMER

( 140 minutes )

30 minutes 5 minutes 60 minutes 15 minu tes 3 0 minutes

15 minutes 5 minutes 60 min utes 30 minu tes 15 minutes 30 minutes 5 minutes

PROVIDER

( 155 minutes )

Value creati ng time

Wasted time

1. Search

PAS &

2. Boo k

Appointment

4. Qu equ e,

discuss problem

3. Dri ve to

facility

5. Discuss

Di agn os is

Children in

PAS and DC

Bunnies

6. Queue,

Registration

and Pay

7. Dr ive Home

Pro motio n Book

Appo in t

ment

Walk In

Ho ldin g

Seminar,

Wo rks ho p

and Event

Customer

Driv e to

faci lity

Di scu ss

Diagn osis

children in

PAS and

DC Bu nnies

Environmental

Orientation

PAS and DC

Bunnies

Intrested

Leafl et

Brosu

Call

Po ten tial

Customers

Marketing Business Plan: After School Programme and Daycare Bunnies

2631

Figure 2: Marketing program after school and day-care after lean customer process

Figure3: Comparison of before and after leanpercentage

Based on Figure 3, the percentage value creating

time in after lean is greater than before lean. In

contrast to total consumer time, the time needed for

after lean is less than before lean.

3.2 Salesblueprint Business

Use 15-point type for the title, aligned to the center,

linespace exactly at 17-point with a bold font style

and initial letters capitalized. No formulas or special

characters of any form or language are allowed in

the title.

Marketing Program After School and Daycare Bunnies After Lean Process

CUSTOMER

( 80 minutes )

5 minutes 30 minnutes 15 minutes 30 mi nutes

15 minutes 30 min utes 20 minutes 30 minutes

PROVIDER

( 95 minutes )

1. Search PAS

and DC with

Digital

Marketing

2. Find

information

with Online

Streaming and

Application

4. Regist ration

Online

Pay Online

5. En vironment al

O rien tat io n PA S

an d DC Bu nn ies

6. Drive Home

Instagram

Website

Bunnies

Facebo ok

Line

tte

Promotion with

Digital

Marketing

Find customer

with Online

Streaming and

Application

Registration

Online

Pay Online

Website

Bunnies

Insta

ram

Facebo ok

Line

tte

3. Discuss

Problem

Discu ss

Problem

(chatting

on l ine

)

Environ mental

Orientation

PAS and DC

Bunnies

155 minutes

140 minutes Total Total

Consumer 95 minutes Provider

80 minutes Time Time

43% 75% 39% 63%

Value Value Value Value

Creating

Creating Creating Creating

Time Time Time Time

            

 Before After Before After

Lean Lean Lean Lean

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Figure 4: Sales blueprint business

3.3 Customer Relationship

Management

After School and Daycare Bunnies programs that

will be established using a system based on

Customer Relationship Management with its

application include front office and back office.

Starting from the front office, that deals directly with

the customer up to the back office using a system

connected in online streaming. Customer

Relationship Management used in after school and

daycare bunnies program is an online system where

when parents of prospective learners need parenting

and education for their children can order easily

among them with a procedure that must be

completed first such as student data, history of the

disease, and an overview of the condition of the

learner. Parents learners can order through the

conventional or online booking in serving by the

front office or administrative part of after school and

daycare program until learners get this service well

and optimal.

4 CONCLUSIONS

Program After School and Daycare Bunnies which is

a child education institution strives to improve the

same educational institutions by improving services

and human resources professionals in the field. With

the presence of Bunnies is expected to be a solution

for parents who have difficulty caring for their

children when working so they can work quietly.

ACKNOWLEDGEMENTS

The research was supported by Departement of

Economic and Business, Esa Unggul University.

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