AN ENTREPRENEURSHIP ASSIGNMENT ON BUSINESS PLAN DEVELOPMENT IN CHILD CARE

Department of Fashion Technology Master of Fashion Technology NATIONAL INSTITUTE OF FASHION TECHNOLOGY NEW DELHI

SUBMITTED TO: Mr. CHANDRASEKHAR JOSHI Department of Fashion Technology NIFT New Delhi

SUBMITTED BY: ARYA JAYARAJAN.S (05) NAVYA RAO (18) (M.F.TECH)

EXECUTIVE SUMMARY
Future Kid Child Care is a start-up organization that provides day care services to metro cities in India. This mid-sized child care facility serves children from three months to eight years of age. Their services are safe and secure, providing the parents with an excellent place where their children can be taken care of. The first 3 to 8 years of a childs life are globally acknowledged to be the most critical years for lifelong development since the pace of development in these years is extremely rapid. Recent research in the field of neuroscience, particularly on the brain, has provided convincing evidence of the critical periods located within these early years for the forming of synaptic connections in the brain and for the full development of the brains potential. Research has also indicated that if these early years are not supported by, or embedded in, a stimulating and enriching physical and psychosocial environment, the chances of the childs brain developing to its full potential are considerably, and often irreversibly, reduced. This stage in life is also important as a foundation for the inculcation of social values and personal habits, which are known to last a lifetime. What follows logically is the crucial importance of investing in these early years to ensure an enabling environment for every child, and thereby a sound foundation for life, which is not only the right of every child but which will also impact, in the long term, the quality of human capital available to a country. Future Kid child care derives its importance from this rationale A customer-centric philosophy will be infused within the entire organization. Future Kid will spend extra money to attract and train the best employees. This is especially important because it is the employees that interact with both the children and parents and will have the best chance to impress them enough to turn them into a loyal customer as well as to be vocal in telling their friends about their positive child care experience.

PRESENT TRENDS AND FUTURE PROJECTIONS OF THE MARKET

India has the largest child population in the world. According to the 2001 census, India has a population of 170 million children between ages 0-6. Basic to holistic child development have been survival, protection, equal opportunity, and participation. Future Kid Child Care involves the total development of children physical, motor, cognitive, language, emotional, social and moral. It is considered a significant input to compensate for early environmental deprivations at home by providing a stimulating environment to children. Only 32% of the pre-primary age children are enrolled in education structures. Future Kid Child Care is aware that industrialization, urbanization, migration and increased participation of women in the workforce have transformed traditional family patterns. As a result, the quality of care available to young children has deteriorated. Members of the extended family are not available to assist in the caring of the children. The older siblings, particularly girls are often taking care of younger siblings, deprived of the opportunity to attend school. Young children in urban disadvantaged environments are particularly vulnerable, because of overcrowding, lack of basic amenities, health hazards, and exposure to crime. High infant mortality, morbidity, low attendance at school, and poor physical and nutritional status have all been the consequences of poor child care facilities. As population growth and fertility rates decrease, fewer children will be requiring child care services in India in future. This allows the governments in due course to devote attention to improving quality. Demand for child care services in urban centres is likely to increase which opens newer opportunities in child care.

TARGET MARKET AND CUSTOMERS Future Kid Child Care will be concentrating on two different target customer segments. The first is full-time working couples. This group is forecasted to account for 80% of Future Kid's business. This group is growing at a rate of 25% and there are over 100 potential customers in a 5km radius. The second group of customers are drop in, customers who use Future Kid sporadically, whenever the need arises. This facility is new and hence more in demand.

RESOURCES PROVIDED
Proper education as specified by Central Board will be practised for school going children along with physical education, creative working and soft skill training. Qualified and trained tutors will be allocated for the same.

Following are some of the resources that Future kid will provide to children of age 3-5 yrs. PREMISES & FACILITIES The premises which will be occupied by children will be of sound and stable condition with all fixtures and fittings, including work and play equipment being maintained in a proper state of repair and a clean hygienic condition. A cleaning schedule will be formulated, implemented and maintained to ensure regular periodical cleaning programs of risk area, work surfaces, utensils, equipment, structural surfaces, fixtures & fittings. All cleaning agents will be stored in an area completely separate from food items and utensils. Separate sink in premises where food is served is recommended for cleaning of the premises. Suitable and adequate heating, ventilation and lighting will be provided within the premises. Separate area will be provided for storage of cleaning materials and equipment

SANITARY ACCOMMODATION Wash hand Basins would be child size or hop ups with adequate adult supervision provided. All Wash-hand Basins will be serviced with a constant and instantaneous supply of hot and cold water. Hot water will be thermostatically controlled (43c) in interests of childrens safety. Sanitary accommodation will be provided with adequate means of ventilation to the external air either by means of an operable window or mechanical ventilation capable of providing 3 air changes per hour. Where there is no natural light and mechanical ventilation is installed it will be linked to the lighting system in such a manner as to allow an over run of at least 15 minutes. PLAY EQUIPMENT All play work equipment and materials will be suitable, non-toxic, and clean/hygienic. Toys/equipment will be suitable for:

 Creative play. Manipulative play. Imaginative play Physical play. Language development. Following will also be incorporated into the weekly program. Arts and Crafts. Social skills. Games with rules. Free play. Appreciation of nature. Group Tasks

BEHAVIOURAL MANAGEMENT No corporal punishment is inflicted on a child attending the service. Appropriate behavior in a child will be corrected in a caring, constructive and consistent manner. REST & PLAY FACILITIES Future Kid will ensure that: Adequate and suitable facilities for children to rest during the day are provided and Adequate and suitable facilities for children to play indoors and outdoors during the day are provided. SLEEPING Future Kid will monitor infants/children when sleeping: Safety mattresses on cots. Cots provided in a suitable and safe position. Easy access between cots. Suitable bed linen and separate bed linen used per child. All staff working in pre-school premises must be over 18 years of age

COMPARITIVE ANALYSIS WITH COMPETITORS

The competitors in the field are government organisations including Early Childhood Care and Education (ECCE), Private sector and NGOs. At no time in the recent past has there been keen interest in early childhood education. Finally, the decades of research showing the benefits of strong, rich early education programs on childrens development and learning have captured the attention of many. Increasing early childhood participation including evidence of some preschool growth is encouraging.

GOVERNMENT ORGANISATIONS According to ECCE: An Overview (MHRD 2003), out of the total number of children in the 3-6 age group, barely 19.64 per cent children were covered under ECCE programs such as ICDS and ECE schemes, crches and balwadis in the voluntary sector supported by DWCD in 1996-97. As regards the other programmes of the Government, the expansion of ECE was not as large as that of ICDS. As against the target of 2 million ECE centres in 2000, only 0.55 million centres are operative at present. In programmes like the District Primary Education Programme (DPEP) and SSA, efforts have been made to fill the gaps left by ICDS. DPEP opened 10,000 ECE centres in the non-ICDS areas. As per the estimates of the Department of EE & L, the total number of children enrolled at the pre-primary level is 46,23,168 Thus, from the above data it is clear that, despite the expansion of the ECCD programmes, the coverage of children (22 per cent) under the ECCE programmes is grossly inadequate.

The implementation of ICDS has been far below the desired level. It is within the scope of ICDS to address socio-economic and gender inequalities by promoting the development of learning opportunities for the young child. To preserve the spirit of holistic and integrated approach, it requires integration of bureaucratic structures and cutting across various sectors of development and specialized compartmentalization in its process of implementation. The general awareness of the professional and technical aspects of ECCE is rather poor. The public at large rarely understand the importance or need of ECCE services. Low status of ECCE and the need to be recognised remains the biggest setback for government organisations.

PRIVATE SECTOR PARTICIPATION Since no survey has yet been undertaken, there are no accurate figures available for privatesector commercial ventures operating under various names. According to some estimates, the number of children enrolled in private-sector initiatives (including day-care centres, nurseries, kindergartens, and pre-primary classes) was about 1 Crore (2001). Today the initiatives of the private sector may be as large as the programmes undertaken by the government sector, but the former caters to different classes. Though originally confined to the upper and middle classes in cities, today private sector initiatives have spread to small towns, villages, semi-urban areas, urban slums, etc., reflecting the unprecedented demand for and popularity of such services.

NGO INVOLVEMENT The NGO sector is very small but vibrant. The spread and nature of the services provided by it are varied, ranging from some of the most innovative and high-quality programs in the country. There are no figures available for the number of children covered under ECCE services provided by the NGO sector, which is funded in various ways, by international and national donors, trusts, and denominational groups. Estimates vary from 3 million to 16 million children.

POLITICAL ECONOMICAL SOCIAL TECHNOLOGICAL ENVIRONMENTAL LEGAL ANALYSIS (PESTEL)

POLITICAL Government and NGO efforts have been to cater to disadvantaged women and children but the responsibility to provide child care for other groups fell on the private sector. Day Care Centers in private sector are very few as they are not cost-effective, considering the space, staffing and other infrastructure requirements. The initiatives from individuals and womens organizations have created some day care centers in the urban areas. These day care centers provide care to about 30 children and major responsibility for care lies with the maids or ayahs who are untrained with education up to higher secondary (8th grade). It appears that only custodial care is offered in many of these centers (Datta 1993). Since the need for child care was growing, family based group care (Family Day Care) by housewives became a growing phenomenon. The family day care offers a home like environment and is preferred by parents who want their children to have personal care. Observations show that routines of feeding, getting ready for school and sleep occupy most of the time (Datta 1998). The children though not involved in specific activities occupy themselves through interaction or moving around. Family day care

surprisingly continues to be an urban phenomenon in spite of the fact that it can be a service developed for any segment of the population. Neither government nor NGO have felt the need to use this model, in spite of them continuously talking of community and womens participation and low cost models. Future Kid incorporates this model by allowing mothers to join the child care by attending required training programs. Thus political analysis shows positive for Future Kid.

ECONOMIC Literacy rate and the rate of employment is an important factor for determining the needs for childcare in an area. As literacy rate is increasing and people are getting highly paid jobs the chances for the growth of Future Kid is high. Also the fact that women are working and the percentage of dual earners is increasing every year gives more hope and confidence to get Future Kid established as people will be willing to pay for quality service.

SOCIAL In India, even today the social support through Kith (friends/neighborhood) and Kin (family) is strong and is often the main source of child care. In Delhi, 43% of the dual earners depended on their family that is the grandparents for child care. Many parents are only weekend parents as their child stays all week with grandparents. In the disadvantaged groups nearly 66% of the mothers took care of the child herself (GOI, 1985). This is specially so with women who are agricultural laborers, contract laborers, piece-meal workers and self-employed women. Sometimes children are left tied in hammocks under the trees or left unattended in dangerous environments like construction sites. Women working on piece-rate like Bidi-makers tend to lock the child in a room so that child does not come in the way as more she works the more she earns. Care by a sibling is a very common form of child care but a cause of concern as it denies the older child educational opportunities and childhood itself. Looking at child care in Agricultural sector it was seen that sibling

involvement was about 13% in Mizoram and Gujarat and nearly 82% in Kerala. These children were as young as 6 to 14 years. Such young children who are kids themselves have no skills for child care (Sriram & Ganapathy 1997). A significant study by Shah et al (1979) has shown that 47% of study children in rural Maharashtra were looked after by sibling and that incidence of severe malnutrition was 55% when siblings were 6-8 years of age were in charge compared to 21% grandmother care and 8.5% under mother care.. If no family member is available very often children are left alone for periods of time. In many slums children wander around unsupervised as most adults and older siblings have to work for family to survive. Among the urban middle class latch-key children are common feature as child care facilities like before and after school do not exist. School going children do not like to attend day care programs for young children as there is no activities of their interest in these centers. At such times, parents are forced to allow children to be on their own in the home with neighbors keeping an eye on them. However such situations have potential dangers and may also have adverse effects on children. Within the home setting, child care is also done by employing Maid or Ayah who will look after the child and also do domestic chores. The person could be of any age range from a teenager to an old adult. This is a popular form of child care in urban middle class families as they find this labor is cheap and in plenty. The dependence on such a service is

also because child care choices are not available for families who are willing to pay. However the children under this form of care scored very low on intelligence and social maturity tests compared to children in other forms of care (Datta 1994). So Future kid has immense scope in urban areas to work with as proper child care facilities are in high demand.

TECHNOLOGICAL As people are technologically getting updated, they want the best of anything and everything. Future kid adds quality to their services and will have an online interactive website for communicating with parents in a day to day basis and documenting everyday activities, food served, lessons taught, curriculum, suggestions etc.

A customer-centric philosophy will be infused within the entire organization. Future Kid will spend extra money to attract and train the best employees. This is especially important because it is the employees that interact with both the children and parents and will have the best chance to impress them enough to turn them into a loyal customer as well as to be vocal in telling their friends about their positive child care experience.

LEGAL Future Kid follows Child Care Act and Health Regulation norms as specified by government. Child care programs to a large extent are not available and accessible. This calls for better outreach of programs, flexibility in implementation of programs, diversity in programs to be able to reach to women and children in various circumstances. Thus multiple responses to child care are a must for programs to be available and accessible.