Researching the need

^{Running a club > Getting started > Researching the need}

Knowledge comes from experience... and research!

Having access to relevant market research is a valuable tool for any business, in any sector. It provides an insight into the market, its trends and its customers. Knowing where the opportunities are in your local area will help you to:

• Secure "on going" business
• Spot gaps in your service and opportunities in the local community
• Learn about your stengths and weaknesses
• Work competitively in your locality.

In the childcare sector this means you should have access to infomation such as the number and type of other providers in your area, as well as where children require places and in what numbers. There are four important areas that you should know about:

• How many parents require childcare in your area
• The activities of other childcare providers
• What type of provision the local area wants or needs
• What your customers are thinking in terms of quality, price and flexibility of provision

The business development officers at Sheffield OSN will be able to help you with your research. They have access to information you'll find useful, such as surveys and research the local authority has conducted. You can pick up other pieces of interesting information by reading the local press, listening to the local news on TV and radio and being aware of other local provision. This type of research will help you to identify opportunities and threats.

Try the following:

• Speak to competitors, read their ads, leaflets and/or cards - knowing how much they charge and generally being aware of their activities helps you see the threats before they become a problem.
• Find out what your potential customers want, then match your services to their needs. Ask the schools that would be served by your club to help you conduct a survey of parents to find out whether there is a demand or not. You can download a template survey of demand here (PDF 43KB).
• Don't forget to ask children what they like or dislike about school activities and what kind of things they would like to do in their out of school club.

Relevant Business Tools from OSN

Survey of demand (PDF 43KB)
Find out how great the need is for a new club in your area - this questionnaire can be distributed through local schools.

Children's questionnaire (PDF 2.1MB)
Find out what the kids want - after all they are your customers!!

Go to the OSN Business Toolkit >

Partly reproduced from the "Business Success for Childcare - Team Steps to Success" series by SureStart. Booklet "Marketing your childcare business", Crown Copyright 2003