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.
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.
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
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.
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
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.
1.3.1 Strengths
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
environment. Third, MGC recruitsteachers 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
1.3.4 Threat
On the contrary to weaknesses, which are internal conditions, threats “are external conditions which could do damage the business
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”. Web- articles.info 6 June 2007. 25 November 2009.
-of-a-business/
Arlington.”Starting Smart How Early Experience Affect brain Development” Web-articles.info 23 August 2009. 3 September 2010
< http : // Booms, Bitner. “Marketing Mix for Services”.
articles.info 21 October 208. 9 March 2010.
