MOM AND ME .“A MOTHER’S PLACE”

BY,RASHMI.S

RASHIL NARANGRAHUL

SATHISH

PRASHANT.

OBJECTIVE To demonstrate how quality juvenile products

will benefit new mothers and families.

Our aim is to provide a complete experience for the mothers right from their early stages of pregnancy to child care well beyond child birth.

To create a family-friendly space that provides pregnancy resources, parenting classes, playgroups and fitness programs.

MISSION1. For the community: MOM & ME will provide a

family-friendly atmosphere in which customers will gain expertise, resources and emotional and social support through a wide range of services.

2. For the employees: The company will allow the staff to enjoy the satisfaction of providing quality services to young children and families.

3. For the business: MOM & ME will provide an economically viable business for the entire management.

VISION Our vision is to tap this untapped

market thereby establishing our brand as top class prenatal and child care agency synonymous with safety, security and care.

to establish our company all over India and the world.

It is a new company that will be opened in September, 2009 at K.C. Marg, west Bandra in Mumbai.

MOM & ME will be a privately held corporation owned by us in collaboration with Cisco products and services.

We will provide a family-friendly environment with high quality customer service to meet the daily emotional, physical and social well-being needs of mothers, young children and other family members.

EXECUTIVE SUMMARY

 Provide a full range of services, including parenting and childbirthing classes, children's play programs, "Mommy & Me" classes, fitness and yoga pre-natal classes and coordinated birthday parties.  

Location: It is a 14,400 square feet, providing ample room for retail space, a tumbling and gym room, a nursing room, inventory storage, and two restroom facilities. The ONLY company in Mumbai which provides all of these services in ONE location with easy access from a freeway, convenient parking and high quality customer service.

In addition, it will have a retail store with high-end products for babies and young children.  All services and products will be provided by employees who are skilled and experienced with parenting and have child development knowledge.  

Brand Ambassadors – Mrs. Kajol Devgan, Miss. Sushmita Sen

Our company is the one and only company in India that offers both prenatal as well as child care .

It also offers a tie-up with the famous “LEELAVATI HOSPITAL” in Mumbai, wherein our customers can not only get expert advice but can also get at a discounted price during childbirth from the hospital.

Price: Rs. 3500/ month

X- FACTOR

GOALSThe company will provide services

and products that have been rated as "top of the line", and highly recommended by experts in the child development field.

The environment of MOM & ME will be inviting, professional, and adhere to the highest quality customer care, promoting a strong customer base in all services the company provides.

KEYS TO SUCCESS

Superior Customer Service: Each employee will have experience with our products, and in parenting.

Environment: We will provide a clean, upscale, odor-free, enjoyable environment conducive to

giving professional trusting service. 

Convenience: We will offer clients a wide range of services in one environment.

Location: We will provide an easily accessible location and parking for customer convenience.

Reputation: The principal's expertise, credibility, integrity, and knowledge from 15+ years experience of working with young children, her Master's degree in Child Development, and her experience as a mother will establish our high reputation from the beginning. 

SERVICES THAT WILL BE OFFERED

Baby/Gift Registering: baby showers & parties Girlfriends Buddy Program: support on baby registration. Car Seat Installation: install car seats accordingly… Child birthing Classes: classes in preparation for the

birth of her child.   Yoga Pregnancy Classes: Yoga instructor -pregnancy

fitness.  Mommy & Me Classes: New moms bring their infants to

classes for support, guidance and parenting resources. StrollerFit: fitness for mom and baby. Winter playgroups: 4 weeks to 36 months. Childrens classes: jr. jumpers, jumper time and art time. Birthday parties and other events Rooms on a contractual basis for above.

PRODUCTS

Only products with a high rating by pediatricians and baby journals & reviews will be stored in “MOM & ME”

Juvenile Equipment:  car seats, strollers, swings, joggers…

Juvenile Feeding & Bathing Products: Bottles, diapers, sippy cups, bathing toys…

Young Infant Toys & Mobiles: A selection of developmentally appropriate infant toys and hanging mobiles will be available.

Books: promote the importance of early reading 

Layette clothing and blankets: layettes for baby showers …

Baby Gift Baskets: A variety of baskets will be available, filled with an assortment of baby products.

Gift Items: A selection of photo albums, picture frames, handprint kits, and art prints will be available.

MARKETING- ANALYSIS & THE 4 P’S

Market analysis summary:

Services available only in the US AND UK. other countries are virtually untapped. 65% of pregnant women in India, die without proper

instruction. 1000’s more lose their children every year- phony

doctors, malnutrition. post natal: women suffer a lot of problems- back

pain, depression, obesity among others. even leads to loss of bonding between the mother

and child. Total ignorance- untapped market.

The main USP of our model is that we offer quality products and services at the most economical price.

We offer our pre- natal and post natal classes at just Rs. 3500/- per month.

Market segmentation: we’re targeting the market segments of middle and upper class women.

Place : All the metro cities where the economical

as well as the crème of society lives. First will be introduced in Mumbai and after break even will be introduced in all other cities and metros with a gap of 1 yr for each city/ metro.

MARKETING STRATEGIES

Implementation Summary Giving brochures with a promotional discount

offer to: Birthing Classes, mom’s support group at

Leelavati hospital & other hospitals.

Posting flyers and brochures at: OB/Gyn Examination rooms Area childcare centers Local children's clothing stores (Westside,

Cassadys ) Local stores that carry children's items (BATA …) Local children's programs

Libraries ~ children's books section

Local bookstores ~ children's book section

Fitness Centers ~ childcare area

articles promoting MOM & ME in all leading newspapers

will promote our website, list the products and services the company provide to the community with schedules of classes, and a registration form for class enrollment can be printed from the website, as well.

Special offer: as and when each and ever mother enrolls in our classes, a card will be made out in her name and all the products and services purchased by her will be listed in that. Based on each product bought, points will be given, which during childbirth can be used at the LEELAVATI Hospital to avail discounts in their bills and services.

Also based on the points, once a month, the highest scorer will get a free gift which is the most essential to that person.

pregnant mother – baby showers, free strollers, baby gifts…

mothers of new born babies to 1 yr old- baby essentials, toys

mothers of toddlers- children books, toys (girls/ boys), dancing classes, reading classes, rhymes ….

And many many more……..

REVENUE MODEL IT is a 3 fold: Products:

"Shop for convenience”- one stop place for all baby products apart from classes.

Competitive Prices: Diapers and baby wipes will be offered at the lowest price among all competitors (including local supermarkets, drug stores, Big Bazaar)- mkt strategy.

"Review & Save Program":  This program will allow customers to "rate" the products they have purchased, and receive a promotional coupon towards their next shopping trip at MOM & ME.

REVENUE GENERATION

Classes: yoga, pre and post natal classes.

Website: Since we will be also sell products we will

get a 1.5% commission from the sales and also the companies will be charged by the ‘CPC’ advertising model .

Revenue will also be generated by the EPC model .- cost per thousand.

PERSONNEL PLAN• MOM & ME will be looking for candidates who

currently have young children, and want part-time hours. Mainly to make customers feel comfortable & understood.

• Start-Up Personnel:• The principal, Dr. Swati y. Bhave, a pedatrician will

be onsite full-time, responsible for day-to-day operations, all accounting/administrative tasks, and providing customer service.

• One full-time manager to oversee and fill in for all areas. 

• One part-time manager to oversee and fill in all areas during the weekend hours with specific additional responsibilities.(16 hrs / wk).

• One part-time StrollerFitâ instructor to teach the StrollerFitâ fitness classes (6 hrs/wk).

EMPLOYEE INCENTIVE SCHEME

Clear job description embodying co’s vision & mission.

Responsibility for each employee to move towards co’s goals.

Bonus for all employees if co, meets sales forecast.

“Star Employee of the month” based on employee’s performance & co sales. Employees choose own incentive.

Each of the employees will have the satisfaction of providing quality products and services to families and children.  They will be recognized for their high quality services, customer relations and "going beyond their job descriptions.“

FINANCIALS• Start-up Requirements• Start-up Expenses• Computer, fax, printer with Software – Rs . 200000 • Legal (Incorporated, DBA, etc) – Rs 23000• Flyers, promotional coupons, business cards, letterhead

etc - Rs 15000• Building permit & business license – Rs 150000• Website - Rs 10000 Insurance – Rs 110000• Running expenses (1st & last, security) – Rs 150000• Utilities Start up paymt (6 months payment) – Rs 60000• StrollerFit Manual & Start Up fees – Rs 125000• Office & Paper Supplies – Rs 5000 • Building Renovation – Rs 200000• Total Start-up Expenses -1048000• Total Requirements Rs 1048000

• Start-up Assets

•  Cash Required – rs 500000

• Start-up Inventory – Rs 200000

• Other Current Assets – Rs 200000

• Long-term Assets – Rs 100000

• Total Assets – Rs 1000000

• Total Requirements - Rs 2048000

START UP FUNDINGStart up expenses to fund Amount - Rs 1048000

Start up assets to fund 500000

Total funding required 2048000

ASSETS:

Non cash assets from start up

200000

Cash requirements from start up

500000

Additional cash raised 1,00,000 from bank

Cash balance on starting date

Total assets 1000000

Liabilities & Capital

Current borrowing 1,00,000

Long term liabilities Nil

Accounts payable Nil

Other current liabilities(interest free)

Nil

Total liabilities 1,00,000

Planned investment- capital 20,00,000

Other Nil

Additional investment required

48,000 from bank

Total investment 20,480000

Loss at start-up 100000

Total capital 1048000

Total capital & liabilities 1000000

Total funding 2048000

BREAK – EVEN ANALYSIS

GIVE ME PATIENCE WHEN LITTLE HANDS,TUG AT ME WITH SMALL DEMANDS,GIVE ME GENTLE WORDS AND SMILING EYESAND KEEP MY LIPS FROM SHARP REPLIES,SO IN YEARS TO COME WHEN MY HOUSE IS STILLBEAUTIFUL MEMORIES IT'S ROOMS MAY FILL.

THANK YOU