Navigo showing you the way ahead

By: Group 2 Section C

Akash Nag Chaudhuri
Ayush Kumar Singh
Badam Sowmya
Deepa Menon
Kartik Awasthi
Rajat Agrawal
Rohit Ninan Thomas

Proposal: We propose to start a pre-school cum child day care

centre where working parents can drop off their toddlers to learn
and play in a safe and secure environment. Playing to Learn (PtL)
will focus on the holistic development of children by inculcating the
right lifestyle and eating habits in them along with building a solid
foundation in academics.
This facility will be open for enrolment to young school going
children (Montessori & Primary Level) as well. They will be
transported to and from their institutions and provided with
homework assistance along with helping them to learn the basic
applications in a computer such as paint and MS word.
Ethics, moral values and social responsibilities must be ingrained in
children from a very early age. The children at PtL will have
awareness sessions where they shall be taught the importance of
all these aspects.
Target Segment: We have proposed this venture keeping in mind
the demographic dividend of India where about 64% of the
population will belong to a working age group by the year 2021.

Among the employed workforce, a fair share are families where

both parents are working professionals. We will be segmenting this
working population based on income and look at families earning
more 5 lakhs per annum as our target segment.
With the increasing number of working parents in India, our venture
will ensure that the parents are free from worrying about their
children during their hours at the office. Apart from the regular
facilities that most of the day-care centres and crches provide, we
shall base our curriculum on the widely revered Waldorf
educational theory to ensure easy absorption of our students into
renowned institutes.
Market Research: Well be conducting a market research to gain
insights of the working parents in India. We aim to develop a
deeper understanding of the needs of the consumers and the
services they are looking for. Our primary focus will be on collecting
data from our set of target consumers that can be used to plan the
marketing strategy.
Primary data will be collected using the following techniques:
Observational Research: Observing general behaviour of
parents and children in India, conducting informal interview
with parents and children for better understanding of
consumer behaviour. Site visit to a daycare program to
document the interaction between children and staff within
the program.
Focus Group Research: Meeting a group of working parents to
informally discuss about the difficulties they face and the
services they are looking for in such a facility. This helps in
gathering information about combined perspectives and
opinions.
Interviews: Conducting face to face and telephonic interviews
with the parents. The questions will be focussed and clear so
that the response can be easily recorded. Also, informal
interviews with children will be conducted to understand what
children like and dislike in such facilities.

 Questionnaires and Surveys: The questionnaire and survey data

will be helpful in understanding the likes and dislikes of the
target group.
Secondary Data will be collected from various sources such as
internet, magazines, newspapers, school documents and records.
This will help in understanding the fundamental (academic and
emotional) difficulties children face in coping up to the rigorous
curriculum of their schools as they grow up.
Also, we plan to collaborate with several schools of repute
to ensure worry-free absorption of our students into their
institutions.
Positioning Statement: We shall position PtL as a facility which
provides a holistic learning environment for toddlers and young
children along with enabling working parents to pursue their
careers with minimal tension and anxiety.
Location: We plan to set up our facility in the business districts
of metropolitan cities to ensure proximity to corporate offices.
Safety: We will ensure safety for all the children entrusted to
us by running background checks on all our staff and providing
adequate child-care training to all the handlers. We will include
safety in our positioning statement along with the convenience
factor.