1. How did you decide on your target market segments, and what research did you use to support these choices?
We identified our target market through local demographic data, community input, and provincial childcare demand reports. Research from Terrace and the Regional District of Kitimat-Stikine shows a shortage of licensed childcare spaces, especially after school programs. The area has a growing number of working parents and young families needing flexible care options. Based on this, we target parents aged 25–45 with children aged 1–12, including single parents, dual-income families, students, and shift workers.
2. What specific customer needs or pain points are you addressing in each segment (Geographic, Behavioral, Psychographic, Demographic)?
Geographically, we serve Terrace families seeking convenient, nearby childcare. Demographically, we support parents’ balancing work and family with limited care options. Behaviorally, we address the need for flexible scheduling, extended hours, and reliable service. Psychographically, we appeal to families who value safety, trust, and consistent, nurturing care. Our services provide flexibility, enrichment programs, and strong communication to meet these needs.
3. How will your marketing strategies differ between single parents and married couples in your target demographic?
For single parents, marketing will emphasize flexibility, affordability, and emotional support, highlighting drop-in options, extended hours, and payment plans. For married or dual-income couples, messaging will focus on educational enrichment, structure, and child development outcomes. We’ll use testimonials, open houses, and family-centered events to connect with each group effectively.
4. What channels or platforms will you use to reach busy professionals and students in your behavioral segment?
We’ll reach busy professionals and students through social media advertising (Facebook and Instagram). We’ll also contact Coast Mountain College and Skeena diversity for direct outreach. Flyers, posters, and email newsletters will reinforce visibility and engagement.
5. How will your business communicate trust, flexibility, and consistent care as valued in your psychographic segment?
We will build trust through transparency, professional standards, and consistent communication. Parents will receive daily updates and photos through a secure digital app. Our certified educators and low staff-to-child ratio ensure dependable care, while flexible scheduling, drop-in options, and community engagement highlight our reliability and understanding of families’ needs.
6. How will location (Scott Avenue, Terrace BC) influence your pricing, promotions, and service delivery?
Our Scott Avenue location is central and convenient, making drop-off and pickup easy for working parents. Pricing will remain competitive with other local centers, reflecting both quality and convenience. Promotions will focus on local visibility through signage, community partnerships, and referral incentives. Service delivery will prioritize accessibility, with safe parking and proximity to schools for after-school pickups.
7. Have you identified any competitors nearby, and how will your marketing strategy stand out from theirs?
Yes, competitors include the Terrace Child Development Centre, Happy Hearts Daycare, and smaller home-based providers. Our daycare will stand out through extended hours, flexible scheduling, smaller group sizes, personalized tutoring as needed and enrichment-based curriculum that balances care with learning. We’ll also emphasize technology-driven parent communication and a strong focus on individualized attention.
8. What key performance indicators (KPIs) will you use to measure the success of your marketing plan?
We’ll measure success using KPIs such as enrollment growth, retention rates, customer satisfaction, website traffic, social media engagement, and community partnership development. Financial indicators like revenue growth and cost per lead will also be tracked to evaluate marketing effectiveness and overall business performance.
9. How do you ensure the safety and well-being of children?
At Rainbow Haven, safety is our top priority. Staff maintain proper supervision, follow protocols for allergies and medications, and ensure a clean, secure environment. We conduct monthly safety checks, inspecting the facility, playgrounds, emergency equipment, attendance, and health procedures, while reviewing emergency drills and staff training. This keeps our daycare safe, well-prepared, and consistent for every child.
10. Are tutoring sessions included in the price or charged separately?
Homework support is included in the after-school program at no extra cost. For more personalized tutoring, one-on-one or small-group sessions are available at an additional fee. This ensures children receive both academic support and enrichment tailored to their needs.
11. What is the enrollment process, and are there any waitlist policies?
Enrollment is simple: parents schedule a tour or request an application package, submit required documents, and pay the registration fee to secure a spot. If the program is full, families can join a waitlist, managed on a first-come, first-served basis, with priority often given to siblings. Parents are notified as soon as a space becomes available.
12. What activities are included in the regular daily schedule?
Our daily schedule balances learning, play, and rest. Children enjoy creative play, arts and crafts, music, and STEM-based activities, along with outdoor time and gross-motor exercises. Younger children have scheduled quiet and nap times, while school-age children receive homework support and group activities that build social and emotional skills in a fun, engaging environment.
13. What qualifications or certifications do the caregivers and staff have?
At Rainbow Haven, all caregivers are trained and certified in child care. Our team includes Early Childhood Educators (ECE/ECEA) with current First Aid & CPR Level C certification. Every staff member undergoes criminal record checks and vulnerable sector screenings, and participates in ongoing professional development to ensure high-quality care and support for every child.
14. How do you handle emergencies or medical situations?
All staff are trained in emergency first aid and follow strict protocols. In minor cases, first aid is provided immediately. Parents are contacted right away for any medical issues, and in serious situations, 911 is called. Medication is only administered with written parental authorization, and all incidents are documented for transparency.
15. Over the next 3–5 years, how do you plan to grow revenue beyond the initial $90,000–$110,000 annual range?
Rainbow Haven has a clear plan to grow revenue sustainably over the next 3–5 years. As the business stabilizes, we will apply for licensing upgrades to increase the number of children we can accommodate, which could add $20,000–$40,000 annually. The after-school program will also expand with additional school pickup routes, more K–7 seats, and structured homework and enrichment activities, potentially generating another $15,000–$25,000 per year.
We plan to launch paid tutoring services after school and on weekends, with projected revenue ranging from $4,000–$15,000 annually depending on hours offered. Optional weekend care, seasonal camps, and Pro-D day programs could contribute an additional $8,000–$20,000 annually. Finally, revenue growth will also be supported through partnerships with schools, childcare grants, and non-profit programs, which help reduce costs and support expansion.
16. How safe, clean, and comfortable is Rainbow Haven Daycare/After school center?
During my visit, the daycare environment felt safe, clean, and welcoming. The rooms were well organized, toys and learning materials were clean and age-appropriate, and safety measures such as secure entrances and childproofed areas were clearly in place. The space was bright, calm, and comfortable, creating an environment where children could learn, play, and rest confidently.