Marketing
Marketing is much more than advertising, it also includes research, pricing, as well as the promotion of your offering.
Market research
To help you decide whether your project is worth proceeding with, market research is essential. If you are considering opening up a new childcare setting, make sure you know the area you are operating in and have carefully researched local need. Look at the local competition and review whether there is enough demand to support the existing supply of childcare places in the area and whether or not there is a gap in the market that your provision could satisfy.
To help you learn more about your area and project demand, look at local population statistics and carryout surveys. A good place to start is by obtaining census information for your area, this is available at www.neighbourhood.statistics.gov.uk. This will summarise the amount of residents who live in your catchment area and gives some indication on their economic prosperity. However, this information alone is of limited value as it is not up to date and fails to break down the age range of residents, telling you little about your target market. The team of Development Officers at Dorset Sure Start can assist with some more detailed research by obtaining local GP registers that breaks down the age ranges of children in your area and also by preparing and analysing customer surveys for you. Call Dorset Sure Start on 01305 228444 to request a visit.
Information on childcare needs in your area is also available through the Childcare Sufficiency Assesment, which can be found at www.dorsetforyou.com/index.jsp?articleid=381129