Second Home Child Care : A Business Plan.

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LIST OF TABLES

Table 2.1. Market Segmentation ... 10

Table 2.2. The Packages ... 13-14

Table 2.3. The Prices ... 14-15

Table 3.1. Services to the customer ... 19

Table 4.1. Number of Employees ... 27-28

Table 4.2. Working Hours ... 30-31

Table 4.3. Salaries ... 32

Table 4.4. Structure of the Organization in Second Home Child Care ... 33

Table 5.1. The Initial Investment ... 39-40

Table 5.2. The Cash Outflow ... 40-41

Table 5.3. Cash Inflow ... 42

Table 5.4. The Cash Flow ... 42

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LIST OF FIGURES

Figure 3.1. The Site of Second Home Child Care ... 24

Figure 3.2. The Layout of Second Home Child Care ... 25

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ABSTRACT

Proyek akhir ini merupakan salah satu syarat kelulusan Program English for Business Professionals, Fakultas Sastra, Universitas Kristen Maranatha, Bandung. Di sini akan dibahas tentang sebuah rencana bisnis tempat penitipan anak yang memiliki keunikan dalam hal memberikan anak training yang mendukung setiap tahap perkembangan mereka sesuai usia anak. Untuk lebih detail dan jelas, di dalam proyek ini akan dibahas latar belakang hingga perhitungan keuangan dan prospeknya. Bab Satu membahas tentang latar belakang dan alasan mengapa bisnis ini dipilih. Bab Dua membahas tentang aspek pemasaran bisnis ini dan prosesnya mulai dari pandaftaran awal, anak dititipkan pada pagi harinya hingga anak dijemput oleh orangtuanya. Bab Tiga akan

membahas tentang segala aspek operasional bisnis ini, mulai dari proses pelayanan, hingga lokasi dan denah tempat bisnis ini beroperasi. Bab Empat akan membahas tentang segala aspek sumber daya manusia di bisnis ini, mulai dari struktur organisasi hingga spesifikasi pekerjaan. Pada bab terakhir, Bab Lima, membahas tentang aspek keuangan dan perhitungan bisnis ini hingga dapat disimpulkan bahwa bisnis penitipan anak ini berprospek jangka panjang dan menguntungkan.

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1

Maranatha Christian University

CHAPTER 1 THE BACKGROUND

1.1 Background of the Study

Based on my interview with the staff of Bunda Ganesha Baby Care, I

found out that there are many parents especially young parents who both

work together to fulfill their needs, and the problem starts when they have

children. The parents will need someone to take care of their children.

Usually parents ask their grandmother, family members, or a baby sitter to

take care of their children while they are working. However, the parents

sometimes cannot fully trust the family and the baby sitter. Sometimes,

family members are busy with their own business, and they cannot give

full attention to the children. Also, baby sitters are not always skillful to

take care of their children. Moreover, it is often heard that some parents

are worried to leave their child at home while they are working. Diana

Agustin, a psychologist, believes that kidnapping or child abusing by a

baby sitter often happens and it makes parents worried (par.1). Therefore,

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that they can trust to take care of their child. Parents also want their

children to have a good social environment and education while their

children are in the development phase. Based on the needs above, I

would like to open a child care in Bandung.

Nowadays, the need of child care in Bandung is increasing. Based on

my interview with the staff of Bunda Ganesha Baby Care, I found out that

Bunda Ganesha was first opened only for Institut Teknologi Bandung’s

(ITB) lecturers who have children. Eventualy, considering that the needs

of the working parents for a child care is increasing, Bunda Ganesha now

opens not only for ITB’s lecturers but also for other customers.

Considering the increasing demand of a child care in Bandung, I plan

to run a child care in Jalan Pasteur. The name of the child care facility will

be Second Home Child Care (henceforth, SHCC). The location is

strategic because it is near Jalan Dago, Jalan Pasirkaliki, Jalan Pajajaran,

Jalan Setia Budi, Jalan Surya Sumantri and Jalan Sukajadi where there

are many offices, malls (Istana Plaza, Paris Van Java), banks,

restaurants, universities, hotels, hospitals (Hermina Hospital, Hasan

Sadikin Hospital), and schools. It means that there are many parents who

have children work in those areas and they can entrust their children to

SHCC to be taken care of. Moreover, there is a flyover that can make

parents from other areas in Bandung come to the child care more easily.

SHCC will provide many facilities such as bed rooms, indoor and

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room for children who are sick, and a library. Moreover, we offer daily

report of children’s activities, baby massage, visual stimulation to

distinguish millions of different shades of light and colour, verbal

stimulation in order to progress the children verbal and communication

development, and motor stimulation that can develop baby’s total body

movement with interactive CD, and music therapy for relaxed, warm and

inviting positive atmosphere.

SHCC offers not only to take care of babies, but it offers training or

activity leading to skilled behaviour for babies between 3 months until 3

years old because the first three years in a baby’s life is the golden period

of growth and development. According to McMains (par. 1), in these first

three years, the physical and motor abilities of children grow rapidly as

well as their cognitive abilities, emotional and social skills. Children

development is a process every child has to go through. Moreover,

McMains explains that children develop skills in five main areas of

development, which are:

1. Cognitive Development

This is the child’s ability to learn and solve problems. For example,

this includes a two-month-old baby learning to explore the

environment with hands or eyes or a five-year-old learning how to

do a simple math problem.

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This is the child’s ability to interact with others, including helping

themselves and self-control. Examples of this type of development

would include a six-week-old baby smilling, a ten-month-old baby

waving bye-bye, or a five-year-old boy knowing how to take turns in

games at school.

3. Speech and Language Development

This is the child’s ability to both understand and use language. For

example, this includes a 12-month-old baby saying his first words,

a two-year-old naming parts of her body, or a five-year-old learning

to say “feet” instead of “foots”.

4. Fine Motor Skill Development

This is the child’s ability to use small muscles, especially their

hands and fingers to pick up small objects, hold a spoon, turn

pages in a book, or use a crayon to draw.

5. Gross Motor Skill Development

This is the ability to use large muscles. For example, a

six-month-old baby learns how to sit up with some support, a 12-month-six-month-old

baby learns how to pull up to a stand holding onto furniture, and a

five-year-old learn to skip.

As SHCC divides the training of the children based on their age, SHCC

also needs to divide the target market. The target market will be divided

into two: the babies between three months and three years old who will

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who work at offices around Jalan Pasteur, Jalan Ir. H. Juanda, Jalan

Setiabudi, Jalan Pasirkaliki, Jalan Sukajadi, Jalan Surya Sumantri,

offices, universities (Maranatha Christian University, ARYANTI course

and Pasundan University), banks (Permata Bank, Mega Bank, and

Danamon Bank), schools (BPK and Paulus), malls (Istana Plaza, Paris

Van Java and Bandung Indah Plaza) as a potential and reguler

customers.The location is really strategic for the child care.

For the unique selling services, SHCC offers some education and

training for children from three months to three years old, intensive health

care and psychology consultation. Based on an article entitled “How Kids

Develop”, for the education, SHCC will give, first, sensory or interpreting

environmental stimuli like acting by themselves, moving, touching and

experiencing things in the first person; second, motor or movement skills

like learning to sit and to walk (par.8). SHCC also gives intensive health

care every day and report all the healthy record to the parents, and

psychology consultation every week. The other unique selling is that the

staff are qualified and certified from baby sitter course. The babies will be

taken care by professional ones.

The child care also provides food and snacks. The food is from a

healthy catering. The children will get breakfast, lunch, and dinner.

During free time, we will give the children snacks like mung bean

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6 1.2 SWOT analysis

In this part, I would like to analyze the SWOT of the child care. First, I

would like to analyze the strengths of the child care. The first strength is, I

have a degree in psychology where I learned child development to

understand child growth and development stages, and

industrial-organizational psychology to improve an organization’s success.

The second strength is, the child care will provide training based on

the babies’ ages, intensive health care and psychology consultation.

SHCC offers service that is not just a child care, because SHCC cares of

each child’s development.

The third strength is, the babies will be taken care of by qualified and

certificated staff or baby sitters from LPK Tunas Harapan Baby. The baby

sitters have learnt basic child care, Cardiopulmonary Resuscitation (CPR)

and first aid instruction.

The fourth strength is, the child care has a strategic location. The

location is near offices, universities (Maranatha Christian University,

ARYANTI course and Pasundan University), banks (Permata Bank, Mega

Bank, and Danamon Bank), schools (BPK and Paulus), malls (Istana

Plaza, Paris Van Java and Bandung Indah Plaza) around Jalan Pasteur,

Jalan Ir. H. Juanda, Jalan Setiabudi, Jalan Pasirkaliki, Jalan Sukajadi and

Jalan Surya Sumantri. Also, there is a flyover near Jalan Pasteur and it

only takes a few minutes to go to Jalan Pasteur from Jalan Ir. H. Juanda,

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universities, banks and malls. It will be profitable to open the child care in

Jalan Pasteur because the targets are the babies and the parents who

work at the offices, banks, malls or universities. The child care will open

from 7 a.m. to 8 p.m.

The fifth strength is, the child care will offer baby care package. People

usually think that child care is just for high class people, but SHCC will

make some new packages that are affordable for people from middle

class. The parents can choose a daily chid care package, a weekly child

care package, a monthly child care package, and a yearly child care

package. There is free trial for a new baby to feel the environment of the

child care and parents can also see the environment of the child care.

The weakness of running this child care is, as the owner, I have no

experience at all in opening a child care. This is my first time to open a

child care. The other weakness is that it will take time to get the parents’

trust, because this is a new child care. Due to that, I give a free trial for

parents to use our child care and explain more about the advantages

about the child care.

SHCC has two opportunities. The first opportunity is, the child care will

have a partnership with Tumble Tots. Therefore, the babies can continue

the education process from the child care to Tumble Tots, and the Tumble

Tots can get the child’s development data from the child care. The second

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them are Bunda Ganesha in Ganesha Street and Smart Step in Sulanjana

Street.

The threat of the business is that there are some competitors around

Bandung. One of the competitors is Bunda Ganesha. The location of the

Bunda Ganesha is in Jalan Ganesha. The other competitor is Smart Step

in Jalan Sulanjana. Bunda Ganesha and Smart Step are the first child

care opened in Bandung. Due to that, to open a new child care in

Bandung will need effort to take customers attention to try and use

SHCC’s package.

SHCC has a vision and a mission. The vision is to be parents’ partner

that can be trusted to take care of the babies and monitor the babies’

development. The mission is to be the second home that can give cares

and attention with the touch of parent’s love to make the child well-growth,

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Second Home Child Care : A Business Plan.

TABLE OF CONTENTS

LIST OF TABLES

LIST OF FIGURES

ABSTRACT

CHAPTER 1

THE BACKGROUND

BIBLIOGRAPHY