With inflation continuing to rise each year, the typical American family now requires dual or supplemental incomes. This trend has created a need for quality child care services. The population growth rate in the Riverview area of Hillsborough County is now over 14.6%, leading us to anticipate expanding market potential for this industry in our local area. Price, service, certification and reputation are critical success factors in the child care services industry. Kid’s Community College® will compete well in our market by offering competitive prices, high-quality child care services, and leading-edge educational programs with certified, college-educated instructors, and by maintaining an excellent reputation with parents and the community we serve.

Child Day Care Services Plan
Kid’s Community College

Executive Summary

1.0 Executive Summary

Kid’s Community College® aims to prepare its students to excel as young leaders of
tomorrow by combining an exclusive collegiate-based curriculum tailored specifically for
children with enhanced, first class child care services. Unlike our competitors, we offer
advanced technology programs, after-school tutoring, and activities such as arts and
crafts, dance, theatre and gymnastics, all in one location.

Kid’s Community College is a privately held corporation run by its owner, Timothy
Bernard Kilpatrick, Sr. Mr. Kilpatrick has 17 years of Executive Management (VP) and
Budgeting experience, and extensive experience with budgeting methodologies and
strategic planning, including the Balanced Scorecard approach. His advanced degree
(and interest) in computer science is the driving force behind our technology
component. He will be supported in daily operations by an industry consultant, a
campus director, and a VP of educational operations, all with extensive experience in
child care fields.

With inflation continuing to rise each year, the typical American family now requires dual
or supplemental incomes. This trend has created a need for quality child care services.
The population growth rate in the Riverview area of Hillsborough County is now over
14.6%, leading us to anticipate expanding market potential for this industry in our local
area. Price, service, certification and reputation are critical success factors in the child
care services industry. Kid’s Community College® will compete well in our market by
offering competitive prices, high-quality child care services, and leading-edge
educational programs with certified, college-educated instructors, and by maintaining an
excellent reputation with parents and the community we serve.

Kid’s Community College® will focus on two subdivisions: ‘Lake St. Charles’ and ‘The
Villages of Lake St. Charles,’ which are new upscale community developments within a
2 square mile radius, boasting over 900 new homes. Our target customers are dual-
income, middle-class families who value the quality of education and child care we
provide for their children, ages 4 months to 12 years.

We will open for business on January 1, 2003, starting with an initial enrollment of 13
students. We project healthy revenues by the end of the first year, and expect to nearly
triple that by the end of 2005. Our biggest operating expenses will be compensation at
industry standard rates for our highly-qualified personnel, and rent on our facilities,
improved for our purposes during the start-up period. We would like to grow into four
campuses, eventually, but growth is planned conservatively, to be financed from
existing cash flow as we go. We anticipate a net profit beginning in our second year.

To these ends, we are putting significant investment in the business, and are seeking a
matching amount in the form of an SBA loan.

Highlights

1.1 Objectives

1. Sales increasing to almost double first year sales by the end of Fiscal 2004.
2. Maintain a high raw gross margin by the end of Fiscal 2003.
3. Open second campus by the end of Fiscal 2004.
4. Begin franchise effort by end of Fiscal 2005.

1.2 Mission

“Some of the best years in life are the time spent as a child and later our collegiate
years…” As working adults in a fast paced society, we sometimes forget just how
precious and fleeting those years are.

With that in mind, imagine an alternative to traditional infant, day and after school care
that not only met your child care needs, but also provided an activity based learning
environment that mirrors those used at colleges, universities and vocational centers
around the nation. A college community of professional care givers with the credentials
to not only enhance your child’s early social and motor skills, but to also teach them
advanced studies in the arts and sciences found at institutions of higher learning. A
collegiate-based curriculum tailored specifically for children, taught in a fun, nurturing
care giving environment.

Now imagine this at a cost less than that of the combination of conventional day care
and specific interest based children programs.

Kid’s Community College® is a start-up comprehensive community college exclusively
for kids ages 4 months to 5 years and 1st through 5th grades. The College dedicates its
efforts and resources toward ensuring top-rated care giving services coupled with a
high-quality activity based learning environment tailored for children in these age
groups. The College will respond to the needs of its parents and students with excellent
care-giving and instruction, an advanced curriculum, flexible programs, local community
involvement and business partnerships.

The College has a strong commitment to accessibility and diversity. Its open door policy
embraces all who desire to provide a better quality of care, preparedness and education
for their children. The College works to provide affordable, first-class care giving and

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education by providing a broad range of integrated programs and services and
innovative learning approaches.

The College is committed to taking a leadership role in child care services, higher
learning, community services and promoting cultural diversity. Kid’s Community
College® directs its activities towards student success.

1.3 Keys to Success

The keys to success for KCC are:

Marketing: differentiating KCC’s care giving and educational services from
traditional daycare offerings and interest activity programs.

Service quality: care giving and educational programs provided by degreed and
certified educators, child care workers, tutors and subject matter industry
professionals in a technologically advanced first-class collegiate environment.

Reputation: maintaining a highly regarded reputation for excellence in care
giving, education and community involvement and being the employer of choice in
our market for child care and educational talent.

Profitability: controlling costs and managing budgets in accordance with company
goals, adhering to strategic business plans for growth and expansion and
reinvesting in the business and its employees.

Company Summary

2.0 Company Summary

Kid’s Community College® – Lake St. Charles Campus will be located in Riverview, FL.
The College will employ six fundamentals that will serve as the driving force for the
services offered:

Premier Care Giving Services
An Activity Based, Children Structured Collegiate Curriculum
Advanced Technology and Developmental Programs
Trademarked General and “Continuing” Education Mentoring and Tutoring
Learning Services
Community Advancement and Involvement

The Lake St. Charles campus is a newly constructed, 3,600 square foot facility in the
Lake St. Charles Medical Plaza and will be developed meeting strict KCC design
standards, under close supervision of Hillsborough County child care Licensing.

2.1 Company Ownership

Kid’s Community College® is a privately-held proprietorship owned in majority by its
founder and president, Timothy Bernard Kilpatrick, Sr. There are also two silent
partners, neither of whom owns more than 10%, but will be active participants in daily
operations, management decisions and consulting, though they do not own a financial
stake in the company.

Once the operation reaches its anticipated growth and profitability goals, the college
plans to franchise and will re-register as a limited liability company or as a corporation,
whichever will better suit the future business needs.

2.2 Start-up Summary

The college founder and president, Mr. Kilpatrick, will oversee fiscal responsibility,
employing an independent CPA for financial oversight. A Campus Director will be hired
to handle day-to-day operations of the facility and will work collaboratively with the silent
partners and other campus personnel to ensure a successful business venture.

As reflected in the table below, the estimated start-up costs for KCC will be $39,450.
These costs will be financed solely by the owners’ personal cash funds and optional
credit lines. An anticipated $60,000 SBA guaranteed 5-year loan will be used as
working capital. Future expansion, growth and franchising strategy will be self-financed.

Start-up
Start-up

Requirements

Start-up Expenses
Legal $1,000
Stationery $250
Brochures $500
Insurance $1,500
Rent $8,250
R&D $500
Consultants $1,000
Playground Equipment $3,500
Playground Prep $700
Playground Fence $3,000
Furnishings $7,500
Toys $3,000
Buildout $8,750
Total Start-up Expenses $39,450

Start-up Assets
Cash Required $65,550
Other Current Assets $14,130
Long-term Assets $0
Total Assets $79,680

Total Requirements $119,130

Start-up Funding
Start-up Funding
Start-up Expenses to Fund $39,450
Start-up Assets to Fund $79,680
Total Funding Required $119,130

Assets
Non-cash Assets from Start-up $14,130
Cash Requirements from Start-up $65,550
Additional Cash Raised $0
Cash Balance on Starting Date $65,550
Total Assets $79,680

Liabilities and Capital

Liabilities
Current Borrowing $0
Long-term Liabilities $60,000
Accounts Payable (Outstanding Bills) $0
Other Current Liabilities (interest-free) $0
Total Liabilities $60,000

Capital

Planned Investment
Owner – Kilpatrick Cash $45,000
Owner – Kilpatrick Credit Line $12,500
Other Assets Invested $1,630
Additional Investment Requirement $0
Total Planned Investment $59,130

Loss at Start-up (Start-up Expenses) ($39,450)
Total Capital $19,680

Total Capital and Liabilities $79,680

Total Funding $119,130

Start-up

2.3 Company Locations and Facilities

Kid’s Community College® will begin with one location – a newly constructed 3,600
square foot campus in Riverview, FL located near the entrance of the upscale Lake St.
Charles subdivision. The campus is in the Lake St. Charles Medical Professional center
and will boast separate halls for arts and crafts, theatre and dance, information
technology, library and quiet study, tutoring, infant care and a cafeteria. The play area
will be adjacent to the campus and will be securely fenced and furnished with
appropriate playground equipment and facilities.

Three additional campuses are planned in the rural Tampa marketplace over the next
four years. Franchise start-ups will be offered in the Orlando, Miami and Jacksonville
marketplace after 2 years of successful operation.

Services

3.0 Services

Kid’s Community College® offers upscale child care services and an advanced
collegiate based curriculum designed for kids ages 4 months to 5 years and 1st through
5th grades. Normal operating hours will be 6:45am to 6:30pm, Monday through Friday –
with observance of all major legal holidays. Early drop-off service will be offered as
needed.

KCC exists to provide Premier child care services that are aimed at enhancing
traditional day care methodologies and integrating extracurricular interests (such as arts
and crafts, dance, theatre and gymnastics) into one comprehensive program. Our
activity based collegiate curriculum is specifically tailored for children and mirrors the
arts and sciences taught at colleges, universities and vocational schools around the
nation. We offer state-of-the-art technology programs in leading-edge facilities which
help prepare students for the technology age in which they live. Our general and
“continuing” education programs help mentor and tutor students through “main school”
homework assignments and provide a base of understanding and interaction to ensure
success in future educational endeavors. Finally, our developmental programs reinforce
basic social, listening, independence and motor skills and prepare students for future
related interaction.

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All of our learning and child care services employ technology, partnerships, professional
services and other activities that support and promote higher learning.

In addition to the extensive services and curriculum offered, each campus will also offer
weekend specialty classes for children and adults and planned family activities in the
community it serves. KCC will also offer children birthday party hosting services,
providing great activities for kids and an easy experience for parents. Activity instructors
will be assigned for these events and will lead the activities, ensuring a memorable
celebration.

3.1 Service Description

Upon its opening, Kid’s Community College® will offer four basic services in the Lake
St. Charles community:

Full-time Child Day Care
Part-time/After School Care (including drop-off and pick-up)
After School Tutoring
Drop-In Care

Prior to opening, the college will have a two-month enrollment drive. Based on the
market reaction to the drive, these services may be altered to meet the needs of the
community. The college will always remain nimble enough to respond to the needs of
the community in which it serves.

3.2 Competitive Comparison

The child care industry as a whole is saturated. However, based on US Census 2000
data, Hillsborough County Child Care Services provider listings and Hillsborough
County building permit records, the city of Riverview, Florida itself is growing and has
few licensed child care facilities. Kid’s Community College® intends to fill this local
market need.

The Lake St. Charles and ‘The Villages of Lake St. Charles’ subdivisions have 800 and
100 single family homes respectively. There are only two other child care facilities in the
neighborhood. One is in the immediate area, a church based facility and the other is 2
miles away, a facility hosted by a local martial arts academy. There are also three family
child caregivers listed in the area, but none in the immediate community. Kid’s
Community College® will differentiate itself from its local competitors by offering an
alternative to these traditional day care approaches.

The Kid’s Community College® market strategy is based on providing an activity based
learning environment that is used in many major colleges, universities and vocational
centers around the nation. We will offer a community of professional caregivers with the
credentials to not only enhance a child’s early social and motor skills, but to also teach
them advanced studies in the arts and sciences found at institutions of higher learning.

Kid’s Community College® will be located in a new medical arts plaza, which has
already shown a need and interest for child care services. The center currently has a
pediatrics office and fitness center with clientele that has inquired about child care
services. By forming collaborative partnerships with these businesses and becoming an

active voice in the Lake St. Charles community, the college will position itself as the
market share leader in child care services, development and educational offerings.

3.3 Sales

A copy of the Kid’s Community College® informational brochure is attached in an
appendix at the end of this document.

3.4 Fulfillment

The key fulfillment and delivery of services will be provided by the campus director,
licensed campus instructors and staff workers. The real core value is the professional
strength and industry expertise of the founder and silent partners, staff experience and
certifications, education and hard work (in that order).

We will turn to qualified professionals for freelance back-up in tutoring and educational
support, which will enhance the core values provided to the clients.

3.5 Technology

Since the company founder has an extensive Information Technology background, it’s
only natural that Kid’s Community College® will employ and maintain the latest
technology to enhance its curriculum, office management systems, payment processing
and record keeping.

3.6 Future Services

Three additional campuses are planned in the rural Tampa marketplace over the next
four years. Franchise start-ups will be offered in the Orlando, Miami and Jacksonville
marketplace after 2 years of successful operation.

Market Analysis Summary

4.0 Market Analysis Summary

Kid’s Community College® offers services which are vitally important in today’s fast
paced, dual-income world. As an increasing number of families have become
dependent on two incomes, the need for quality child care has skyrocketed. According
to Florida , 84.6% of licensed child care facilities succeed and make
a profit in their 1st year of operation. Nationally, this number is 66.7%.

There is no doubt, in the Riverview, FL area, that there is room and a need for Kid’s
Community College®. Market demographics to support this statement can be found
below.

4.1 Market Segmentation

Kid’s Community College® has a focus on meeting the local community need for child
care services within the 10-mile radius of Riverview. Students will be taken in flexibly on
either a full-time or part-time basis.

Full-Time Working Couples

The college will establish a significantly large, full-time, regular client base in order to
establish the healthy, consistent revenue base which will ensure stability of the
business. Customer and community relations are extremely important, as it is
imperative to keep the parents pleased in order to keep their children in the college.

After School Care

Another large segment of the college’s business will be in the after school care market.
This client base will provide a higher profit for the college since instructor-to-student
ratios are higher, and the students require more educational services, which are the
primary focus of the college. By offering tutoring, and advanced studies in technology,
theatre, arts and sciences, the college will attract these profitable business clients,
producing significant supplemental revenues.

Part-Time Workers/Drop-Ins

Part-time workers and Drop-Ins from the fitness center and locals businesses will
comprise less than 1% of the revenues. While this market is not a primary focus,
sufficient flexibility to handle this market is important to the local ‘word-of-mouth’
marketing strategy.

Market Analysis

Market Analysis
Market Analysis
2003 2004 2005 2006 2007
Potential
Customers Growth CAGR

Under 5
Years 6% 2,665 2,825 2,995 3,175 3,366 6.01%

5 to 9
Years 6% 2,865 3,037 3,219 3,412 3,617 6.00%

10 to 12
Years 6% 2,771 2,937 3,113 3,300 3,498 6.00%

Total 6.00% 8,301 8,799 9,327 9,887 10,481 6.00%

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4.2 Target Market Segment Strategy

The target market for Kid’s Community College® is full-time working couples. Referral
marketing, direct-mail campaigns and community activity days will be the primary types
of marketing strategies utilized. Maintaining and enhancing its reputation with families
and in the community will be crucial in obtaining the planned market share growth of this
target market.

4.2.1 Market Needs

With inflation continuing to rise each year, the typical American family now requires dual
or supplemental incomes. This trend has created a need for quality child care services.
We do not see this model changing in the foreseeable future. In fact, based on the
growth in the Riverview area, specifically the new Lake St. Charles and Village of Lake
St. Charles communities, we expect the need to increase.

4.2.2 Market Trends

Currently there are more family caregivers than licensed child care facilities nationwide.
However, this business model can’t keep up with the needs of the growing child care
industry. In the family care giver paradigm, space is limited and quality of care is
questionable – in many cases viewed as only slightly higher quality than babysitter
services.

4.2.3 Market Growth

According to US Census 2000 data, the population growth rate for Hillsborough county
is approximately 2%, which is reflected in the market analysis summary. However, the
Riverview area of Hillsborough County is experiencing a residential construction boom,
yielding well over a 14.6% growth. This is supported by data obtained from the
Hillsborough County Building Permits office and is included in the appendix of this plan.
This suggests that more families continue to move into the Riverview area, thus
becoming potential customers.

In our market analysis, we suggest a modest 6% yearly growth in the number of
potential customers.

4.3 Service Analysis

Kid’s Community College® is in the child care services industry, which includes several
models:

1. Licensed Child Care Facilities: facilities that offer child daycare
services.

2. Family Child Care Homes: Individuals that offer child daycare services in their
homes.

3. Specific Interest Based Programs: es that offer specialized instruction
such as gymnastics, martial arts and athletics.

4. Church Child Care Facilities: Religious organizations that offer child daycare
services in their communities.

4.3.1 Participants

1. Licensed Child Care Centers: Kids Kountry, Lapetite Academy, Mary Go Round
Child Care Center and Bloomingdale Academy. While these centers are within the
10-mile radius target area, none are inside a 5-mile radius of the Lake St. Charles
community. None of these facilities are nationally accredited.

2. Family Child Care Homes: Mindy Rumore FCCH and Stacie Dawn Hamann
FCCH.

3. Specific Interest Based Programs: Martial Arts America
4. Church Child Care Facilities: Christian Day Academy (not licensed).

4.3.2 Competition and Buying Patterns

Price, service, certification and reputation are critical success factors in the child care
services industry. Kid’s Community College® will compete well in our market by offering
competitive prices, high-quality child care services, and leading-edge educational
programs with certified, college-educated instructors, and by maintaining an excellent
reputation with parents and the community in which we serve.

4.3.3 Main Competitors

1. Catholic Church Day Care:
o Strengths: Large church congregation. Already established in market.
o Weaknesses: May not appeal to customers of different religious beliefs.

Unlicensed facility. Non-accredited.
2. Martial Arts America – Kick Kare:

o Strengths: Already established in area. Martial arts offering with child care
services.

o Weaknesses: Location – outside of middle-income market. Non-
educational offering. Building condition – prone to constant flooding.

3. Family Child Care Homes:
o Strengths: Established in market. “Personal” service.
o Weaknesses: Capacity – only allowed a certain number of children. Non-

professional stigma.

Strategy and Implementation Summary

5.0 Strategy and Implementation Summary

Kid’s Community College® will focus on two subdivisions: ‘Lake St. Charles’ and ‘The
Villages of Lake St. Charles,’ which are new upscale community developments within a
2 square mile radius and boast over 900 new homes.

The target customers are dual income, middle-class families who value the quality of
education and child care provided for their children ages 4 months to 12 years.

5.1 Value Proposition

Kid’s Community College’s® value proposition is quite clear and quite easily
distinguished from others in the market. We offer uniquely premium child care services,
as measured by the curriculum and activities offered, experience and educational level
of the instructors, community involvement and community college theme.

5.2 Competitive Edge

We start with a critical competitive edge: there is no competitor in our market that is
offering our concept, quality of educational program and child care services. Our
educational approach is unique and we have a resource with over 25 years of child care
expertise and over 17 years of technology savvy. Our positioning on these points is very
hard to match, but only if we maintain the focus in our strategy, marketing, business
development, and fulfillment. We should be aware that the tendency to dilute this
expertise with bargain shopping could weaken the importance of our competitive edge,
but we must continue to bolster our value proposition.

5.3 Marketing Strategy

Marketing in the child care industry depends largely on reputation and referral. At Kid’s
Community College® that reputation will start within our community bolstered by our
involved commitment to those we serve.

5.3.1 Positioning Statement

For families who value the importance of higher education and quality child care
services, Kid’s Community College® offers a great alternative to traditional child care
services and specific interest based programs. Unlike those programs, KCC combines
child care services with a modified collegiate level curriculum, just for kids!

5.3.2 Pricing Strategy

Kid’s Community College® must charge appropriately for the high-end, high-quality
educational and care giving services we offer. Our revenue structure has to support our
cost structure, so the salaries we pay to assure quality services must be balanced by
the revenue we charge.

We will be price competitive in the market we serve; however, we will not subscribe to
the “low price leader” concept. The quality of our service will support the prices we
charge.

5.3.3 Promotion Strategy

We will depend on client referrals, community exposure and direct mail campaigns as
our main way to reach new clients. As we change strategies, however, we need to
change the way we promote ourselves:

1. Advertising–We’ll be developing our core positioning message: “A community
college for kids!” to differentiate our service from the competition. We will be using direct
mail campaigns, pre-enrollment drives, and local community newspaper advertising to
launch the initial campaign.

2. Sales Brochure–Our theme and curriculum will help sell the college to prospective
clients.

3. Direct Mail–We will send quarterly direct mail campaigns to the housing
developments in a 10-mile radius of the campus. We will also offer monthly calendars
for parents and the Lake St. Charles community, noting weekend family days and other
open house approaches.

4. Community Involvement–We will be active in the Lake St. Charles community,
sponsoring events at the community center for families and residents.

5.3.4 Marketing Programs

Catered open houses, parent survival days/nights, clubhouse pool parties and weekend
movie matinees are but a few approaches we will utilize to reach out to our community.
We will also develop and maintain partnerships with local businesses that cater to the
needs of children.

Our pre-opening effort will include an application fee waiver, free children ID cards, T-
shirts and a community block party sponsored and hosted by Kid’s Community
College®.

5.4 Sales Strategy

Kid’s Community College® will sell its community college theme, services and offerings,
separating itself from traditional daycare-only offerings.

We will be a one-stop shop for child care services, advanced learning and specialized
program offerings. We will also be active in the community, building a solid reputation
with parents and the community. By succeeding in these areas, we expect to begin
seeing an operational net profit in month nine of the 1st year, while increasing
enrollment by 32% monthly for the first 8 months and gradually thereafter, until our
maximum allowed capacity is reached.

5.4.1 Sales Forecast

The following table and chart give a run-down on forecasted sales. A detailed
spreadsheet is also included in the appendix of this business plan.

For the first eight months of operation, Kid’s Community College® has assumed a
conservative enrollment due to the fact that school, aftercare and child care placement
has already taken place for the school year and most parents will be comfortable with
their current arrangements. Consequently, we expect initial enrollment to be far less
than anticipated future year levels.

A sales increase of approximately 32% each month is expected until the start of the
next school term, in August. While this forecasted increase seems large by industry
standards, it is a good estimate based on initial enrollment. Going into years 2 and 3,
we expect that our presence will be known, convenience factor considered and we will
then be a considered as a choice in August 2003. In fiscal years 2004 and 2005, 80%
and 90% of full enrollment is assumed respectively.

We expect to be open for business on January 1, 2003, starting with an initial
enrollment of 13 students:

7 Full-time students at $115 each per week. 6 After-school students at $60 each per
week …