The Kindergarten is targeted for children (both genders; any race) who range between the ages of 3 and 6. Obviously, since the preschool is located in the village of Master Home in Thailand, it is primarily for Thai children living in that village and living, more specifically, in the Pra-Tum-Thani region.
Many of the young prospects are students with parents or guardians who have tight work schedules leaving them room for possibly just accompanying their children to and from school.
Aside from the regular children who will need kindergarten, the school is also geared towards those who simply need some 'brushwork' work accomplished or some reinforced teaching methods.
Yu-Wha-Bhan-Did Kindergarten in effect, caters to two classes of students:
Those who are 'regular students' attending the kindergarten whole day and all its classes in a standardized manner
Those who are ad hoc attending classes that suits their parents / guardian's needs, or who attend certain classes in order to brush up on necessary skills.
The income factors do the markets segmentation that the school will be geared to low to middle to high income students in the following categories:
1. Low income - a family that earns less then 17,500 baht per month. This is 49% of Pathum-Thani.
2. Middle income- a family that earns between 17,500-34,999 baht per month. Approximately 30% of Pathum-Thani.
3. High income -- a family that makes more than 35,000 baht per month. This is approximately 21% of the population of Pathum-Thani.
Scholarships and reductions will be given to those of low income and to applicable students.
II. Superior value proposition
The school promises individualized attention and care. It is located in a beautiful region -- the mountainous, serene area of Pathum-Thani and is organized and orderly whilst being small and homely yet nonetheless spacious and comfortable for its objective. Altogether it has three rooms that can contain sufficient room for 10-15 students. Each classroom has 25-30 students and there are several stimulators. There is also an attractive play area, a patio, and an outdoor garden.
The school building is beautiful and unique in its kind consisting of two stages: the first floor that has an academic tutor room, five classrooms with bathrooms, a langue room, a storage room and a music room. The second floor has three classrooms, an art room an integrity room, and a teacher room.
The kindergarten teaches art, music, language skills and ethics, aside from providing intense and private instruction. Based on research (Harms, 1998), it will also provide the rudiments of arithmetic and logic.
The school also attempts to ensure that all its different sections are quality-inculcated so it has, for instance, an education program and teaching course, which it consistently applies attention to and develops.
The employees are selectively hen-picked and fully qualified and skilled as well as caring and nurturing individuals.
The school offers a home-based modular approach, provides one-on-one tutorial needs and showcases the Commission of Education's approved kindergarten curricula courses for students looking to improve learning skills.
Furthermore, the school offers not only a regular type of learning but also ad hoc classes suiting the child's (and parent's / guardian/s needs) as well as advanced classes and subjects at the child's school itself (without the child needing to leave his/her specific school).
In the latter category, the subjects are both in the summertime, after school (Kelly, (n.d.)), and according to the particular school's structure.
III. Channel (i.e. market and attract clients
Since we will be a new school we will need to discover channels to market our service. These will include the stakeholders and investors that work with and publicize the school as well as that invest their money into the school. Both private and public sectors will be involved with parents as well as involved businessmen publicizing the new school. Obviously the media will be included too, and we will publicize our services via the government.
Targeted advertising, particularly word-of-mouth, makes the most sense. Promotional materials will be placed in mailboxes in houses adjacent to the kindergarten and in all public places particularly those that likely candidates will frequent (both parents / guardians and children). These will include: shops catering to children, parks, restaurants, libraries, all sorts of business, parks, cultural centers, and so forth. Large posters and banners in parks will advertise the new venture. Bright displays with advice on education, rehabilitation of children and our specific offerings will be plasters in clinics. Similar postings will appear in newspapers, as well as on the TV, and local media, Advertising will focus on the specific and innovative offering of the school as well as on health, security, and safety issues.
Experience of other kindergartens indicate that successful advertising is also launched to family and friends of kindergarten-aged children not only to the parents / guardians themselves.
Parents / guardians and wider public can also be invited to a school 'open day' where a sample of the school's 'future' is demonstrated and questions can be fielded and responded to. Parents can also meet and talk to prospective staff.
IV. Key activity
The key institution can be summed up by its Vision, Mission, Objective, and Aims:
That it will provide students with a quality education whilst developing their physical, emotional, mental, social, intellectual, and moral persona. The preschool will win international renown for its pioneering and innovative programs that empower each individual to recognize and maximize his or her potential.
The mission adds that arts and sciences will be employed to facilitate the student's introduction to the world of education and that creativity and discovery will be used to motivate them. All elements from personnel and equipment to learning faculties will be structured in such a way so as to motivate the child to learn. The care of the children will conform to the standardized ethics of care and the place will provide modern, comfortable, and excellent service.
Objective and Aims
The objectives adds that the activity of the school will be to develop the physical, mental, intellectual and emotional level of each child on his or her specific level and according to his/her character. All will receive individual attention and the utmost care will be taken to impart this in a state of care and serenity. Imagination will l be fostered and knowledge will be adapted in an age -- appropriate manner.
The aims, further specify that the school accords to the highest standards set by the ministry of education and the standard of national level education.
The whole will be developed on the phenomenological consciousness of children of this age as described by Bertelson's (1999) pioneering research as well as on Meltzoff & Markman (2008) and on Santrock's (2008) description of general child development.
V. Value chain-based resources
The employees are selectively hen-picked and fully qualified and skilled as well as caring and nurturing individuals
Yu-Wha-Bhan-Did Kindergarten is located in a wooded, mountainous region. The school building is beautiful and unique. The kindergarten teaches art, music, language skills and ethics, aside from providing intense and private instruction.
Each class has 2 teachers per 25 students. The classroom will be structured in such a way so that different corners will be set aside for various activities such as for reassign, art, and playing. Each corner will have its own specific and child-level toys. The toys will be diverse and will be rotated on a regular schedule. They will also be exploratory. In line with Emilia (2011) who believes that art can be an important way of teaching the developing child, many art forms will be used to stimulate his/her imagination and learning (Tomlinson, & McTighe, 2006)..
The environment outside the classroom will be such that it will be wooded and folksy. It will be laid with an abundance of different trees, vegetation, and foliage with different regions containing different types of plants in order for the children to learn about nature in a natural manner.
There will also be a huge jungle gym with innovative and advanced play equipment that, whilst suitable to the child's age, will also encourage them to exercise and be agile.
The school, in short, is friendly, comfortable, and a home-away-from-home for students whilst gently sliding them into the world of education as outlined in Anderson's (1998) classic book on child educaiton. As a first step to education, the institution presents education in a nourishing, attractive manner.
The school has:
1. A school security officer
2. School buses
3. A massive and diverse supply of textbooks, learning equipment, information technology, and scholastic play equipment that conforms and is in line with the school's program.
4. It offers healthy and nourishing food & snacks 4-5 times a day
5. Psychological assistance and support
6. Gymnastics area and a pool
Competition / competitive strategy
Thailand has a large and wealthy population with many children and is capable and interested in providing quality education for its children (Thai…