Business Plan for Early Childhood Whole Brain Development Programme

This business plan details the establishment of Bebetots (Malaysia) Sdn Berhad, a program focused on early childhood whole brain development located in Johor Bahru, Malaysia. The plan outlines the company's vision, mission, and core values, emphasizing bilingual education in English and Chinese. It covers company background, location, key activities including bilingual teaching and teacher training, and company structure. The plan analyzes resources, value propositions such as small class sizes and personalized attention, and marketing strategies including referral programs and social media. Financial projections including cost structure, revenue streams, and forecasts are also included. The program aims to enhance children's learning skills and prepare them for higher education, with a focus on developing memory skills and fostering creativity. The plan emphasizes the importance of quality care, teacher training, and customer relationships to ensure success.

Running head: BUSINESS PLAN
Business Plan for Early Childhood Whole Brain Development Programme
Name of the Student:
Name of the University:
Author’s Note:
Course ID:

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Table of Contents
1. Executive Summary:....................................................................................................................3
1.1 Introduction:..........................................................................................................................3
1.2 Business plan summary:........................................................................................................3
2. Vision, mission, goals and objective:..........................................................................................4
2.1 The vision and mission:.........................................................................................................4
2.2 Core values, goals and objective:..........................................................................................4
3. Company summary:.....................................................................................................................5
3.1 Company background:...........................................................................................................5
3.2 Location:................................................................................................................................5
3.3 Key activities:........................................................................................................................5
3.4 Company structure and management:...................................................................................6
3.5 Internal analysis:....................................................................................................................7
4. Resources, value proposition and marketing:..............................................................................8
4.1 Key resources:...........................................................................................................................8
4.2 Value proposition:.................................................................................................................9
4.3 Marketing and customer relationships:....................................................................................10
4.4 Channels:.............................................................................................................................11
4.5 Customer segments:.............................................................................................................11

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5. Financial plan:...........................................................................................................................12
5.1 Cost structure:......................................................................................................................12
5.2 Revenue streams:.................................................................................................................13
5.3 Financial forecast analysis:..................................................................................................14
6. Conclusion:................................................................................................................................14
References:....................................................................................................................................17

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1. Executive Summary:
1.1 Introduction:
The current paper aims to formulate a business plan for early childhood whole brain
development programme in Malaysia. The business will be registered under Bebetots (Malaysia)
Sdn Berhad and it will be located at Johor Bahru- Bandar Skudai in Malaysia. The standard fee
of the school will be RM340 per student irrespective of their age. Thus, the paper would aim to
discuss the key partners associated with the organisation. The major activities and resources
would be highlighted along with the key value proposition and relationships with the customers.
Finally, the paper would shed light on the distribution channels, customer segments, cost
structure and revenue streams of the organisation.
1.2 Business plan summary:
The mission and vision statement would be the primary foundation of the business plan
and the vision is developed further from the core values and principal of the business. The
business plan summary could be illustrated with the help of the following business model
canvas:

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2. Vision, mission, goals and objective:
2.1 The vision and mission:
The vision and mission of Bebetots Sdn Berhad is to enable the children to develop better
learning skills in future when they will take primary, secondary and university education.
2.2 Core values, goals and objective:
In order to initiate the business in Malaysia, Bebetots Sdn Berhad will enter into
partnership with My Little Genius Singapore. My Little Genius is established in 2008 with the
intention of providing young children with quality education in relation to brain simulation. In
the recent times, there is a rising trend of the Chinese families speaking only English at houses
by ignoring the Chinese language. With the development of the child brain and maturity, any

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input that is provided to the children at a future date would be encountered with resistance; in
case, the child has not faced it. Hence, one of the primary aims of this organisation is to develop
a strong interest amongst the children in learning languages for enabling in comprehensive
learning abilities (Armor 2017). This organisation would provide the entire syllabus of the whole
brain development programme for kids aging from 6 months to 5 years. In addition, it would
provide the entire set of teaching materials to Bebetots Sdn Berhad.
3. Company summary:
3.1 Company background:
The business will be registered under Bebetots (Malaysia) Sdn Berhad and it will be
located at Johor Bahru- Bandar Skudai in Malaysia. The standard fee of the school will be
RM340 per student irrespective of their age. The centre would aim to provide coaching on
English and Chinese language to the children of Malaysia in order to make them well-versed
with the higher education system before joining colleges and universities.
3.2 Location:
The organisation will be Johor Bahru – Bandar Skudai and it will be embedded within 1
storey shop lot with approximate size of 2,800 square feet. The residential shops surround the
location. The centre will be located strategically, as it will be easy to access from Johor Bahru
Town, Kulai, Mount Austin through Coastal Highway, Pasir Gudang Highway and Skudai
Highway. It will be just behind the main street and it could be easily found as well.
3.3 Key activities:
There will be certain key activities for carrying out the overall operations of the
organisation. The subjects that would be taught in the centre will include English and Chinese.

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This will be considered in the form of bilingual teaching (Gordon and Browne 2015). In the
bilingual system of education, the content of the subject will be delivered into two languages,
which is the most feasible technique in order to prepare the children for college and university
education along with international business. The teachers that would be appointed for educating
the children in the centre would be graduates from universities. In addition, appropriate training
would be provided to the teachers so that they could be well-equipped with the teaching methods
and provide utmost care to the students (Henderson and Denny 2015).
Along with this, there are other key activities that Bebetots Sdn Berhad needs to take into
consideration. One such activity is to help the kids in creating and enquiring mind along with
ability of mixing and getting along with others so that they could be able to enter the colleges
and universities with utmost confidence (Wilkinson 2017). The other key activities of the centre
will be as follows:
 To serve families, staff, children and communities in a way that have positive effect on
their lives
 By carrying out these activities, the programs will enable in setting the standards for
education and early childhood care
 Ongoing professional development will be provided to the staffs, as they are a primary
ingredient in the quality program at Bebetots Sdn Berhad (Jackman, Beaver and Wyatt
2014)
3.4 Company structure and management:
The company will be established under the name of Bebetots Sdn Berhad in the
Companies Commission Malaysia. The Bebetots trademark will be registered with the MyIPO.

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Mr. Tan Ngiap Koon will establish the centre alone. The centre layout of the organisation is
represented as follows:
3.5 Internal analysis:
Strengths Weaknesses
The centre that will aim to enhance the
practical memory skill and learning capabilities
of the children
Restricted availability of capital
The founder has effective knowledge of the
whole brain development programme
New establishment of brand and hence, there is
lack of time to develop reputation
The centre will be located strategically having
the prospect of greater potential
The quality of the trainers need to be evaluated
for ensuring the involvement of the customers
and thus, ineffective trainer selection could

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result in unhappy customers
Quality facilities and equipment
4. Resources, value proposition and marketing:
4.1 Key resources:
In order to ensure whole child brain development programme, an organisation often
needs various kinds of resources for sustaining in the market. In case of Bebetots Sdn Berhad,
the needed resources could be evaluated with the help of the value chain structure. In this
context, Kermani and Aldemir (2015) cited that value is mainly a mix of service, price and
quality. Value chain analysis is an organised procedure for exploring the competitive advantage
growth. The chain consists of a group of activities that a firm carries out in forming, developing,
support and marketing of its products and services. The offering of product or service will be
ensured, if satisfaction and value are delivered to the target customers selecting between different
market options based on their perceptions for holding greater value (Van Den Driest,
Sthanunathan and Weed 2016).
Inbound logistics:
In case of Bebetots Sdn Berhad, the inbound logistics will be those children enrolled for
studying both Chinese and English languages. Emphasis would be placed on enhancing the
practical memory skill of the students. This is because after the end of the five-year programme,
the students will be able to learn 2,000 English and 2,000 Chinese words.
Outbound logistics:

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The outbound logistics for the centre will be to ensure effective learning and hygiene
environment and the student progress development report (Lu and Montague 2016). In addition,
it will provide additional emphasis on quality care for ensuring effective word of mouth to be
spread.
4.2 Value proposition:
The main difference of taking admissions in Bebetots Sdn Berhad over other centres is
that it will limit enrolment to small group size of 25 students approximately. In addition, it will
assure that adequate staffs are pre sent to provide satisfying experience to both children and their
parents (Magnuson and Duncan 2016). In case of introverted or shy children, they might find
them uncomfortable most often in a large group. The staffs will have prior knowledge of the
growth and development of the children and they will create a point to adapt their interaction
styles to the specific needs of a child. The centre will offer premium services of child care, which
is gauged with the help of activities and curriculum offered, educational level and experience of
the instructors and the engagement of the parents. Hence, this would help in delivering value to
the potential customers of the business.
Along with this, Bebetots Sdn Berhad would enable the students to adopt greater learning
skills in future regardless of whether it is primary, secondary or university. Furthermore, the
parents could observe that their children have adopted increased memory skills for having
greater learning ability above an average student. After the end of the five-year programme, the
students will be able to learn 2,000 English and 2,000 Chinese words. As a result, this will help
in developing the creativity level of the students, which, in turn, would increase the satisfaction
level of the parents.

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4.3 Marketing and customer relationships:
In case of Bebetots Sdn Berhad, the primary customers of the centre will be the parents
sending their children for obtaining education. The teachers that would be appointed for
educating the children in the centre would be graduates from universities (Petersen 2017). In
addition, appropriate training would be provided to the teachers so that they could be well-
equipped with the teaching methods and provide utmost care to the students. In case of
introverted or shy children, they might find them uncomfortable most often in a large group. The
staffs will have prior knowledge of the growth and development of the children and they will
create a point to adapt their interaction styles to the specific needs of a child. The centre will
offer premium services of child care, which is gauged with the help of activities and curriculum
offered, educational level and experience of the instructors and the engagement of the parents.
Hence, this would help in delivering value to the potential customers of the business (Otto 2015).
For strengthening the relationships further with the customers, it will make utilisation of
referral programme, online or social media platform for finding new students. Along with this,
the following costs will be incurred in order to ensure the career development of the students:
 Parent referral award amounting to RM150 for each student
 Advertisement in the platform of online social media amounting to RM1,500 for each
month
 Use of online media like posting videos with expense of RM1,500 for each month
(Parker-Rees and Leeson 2015)

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4.4 Channels:
It has been identified that the primary channels used on the part of the competitors of
Bebetots Sdn Berhad for reaching their customers constitute of social media, road shows, fliers
and pamphlets (Millei and Jones 2014). Along with this, marketing in the child care sector relies
heavily on referral and reputation. Word of mouth could be used as another effective instrument,
since people trust in their neighbourhoods rather than media and print advertisements. Hence, it
will provide additional emphasis on providing quality care for spreading effective word of
mouth.
4.5 Customer segments:
The main customers of the organisation would be the parents that lay more stress on the
learning of their children. This segment could be described as follows:
Nuclear families:
As the joint family system is breaking up in the recent era, there is rising phenomenon of
nuclear families (Roskos 2017). As a result, it has necessitated the need for the working women
to obtain support in relation to substitute, care, quality for their children, while they are at work.
The centre will offer premium services of child care, which is gauged with the help of activities
and curriculum offered, educational level and experience of the instructors and the engagement
of the parents. Hence, this would help in delivering value to the potential customers of the
business (Schonert-Reichl and Roeser 2016).
High middle income families:
The critical success factors in the child care sector comprise of service, price,
certification and reputation (Schore 2015). Bebetots Sdn Berhad will compete effectively in the

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market by providing competitive fee structure, greater quality services of child care coupled with
greater educational programmes having certified and university graduate instructors. In addition,
it will be involved in maintaining effective reputation with the parents and the overall
community it will be serving. The target customers will be the dual income middle class families
valuing child care and the overall education quality (Shapiro et al. 2015).
In case of Bebetots Sdn Berhad, the children enrolled for studying both Chinese and
English languages will be the primary focus. Emphasis would be placed on enhancing the
practical memory skill of the students. Along with this, the centre will aim to ensure effective
learning and hygiene environment and the student progress development report (Lu and
Montague 2016). In addition, it will provide additional emphasis on quality care for ensuring
effective word of mouth to be spread.
5. Financial plan:
5.1 Cost structure:
In order to initiate its business in Malaysia, Bebetots Sdn Berhad needs to take into
account certain costs that it will incur. These costs include copyright fee to be paid only once,
renovation cost, one-time teaching material fee and operation reserve fund for two years (Tayler
2015). The cost structure for this business is presented as follows:
Particulars Amount (in RM)
Copyright fee 120,000
Renovation 300,000
Teaching material fee 120,000

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Operation reserve fund 300,000
Total 840,000
Table 1: Cost structure for the proposed business of Bebetots Sdn Berhad
(Source: As created by author)
The teachers that would be appointed for educating the children in the centre would be
graduates from universities. In addition, appropriate training would be provided to the teachers
so that they could be well-equipped with the teaching methods and provide utmost care to the
students. Hence, training cost will be considered as well that will tend to rise in future.
5.2 Revenue streams:
The main streams that will help in generating revenue for Bebetots Sdn Berhad include
the school fees of the students and increasing the overall capacity of the centre. The revenue
expected for this business is presented as follows:
 The average school fee will be RM340 for each student
 When the number of students will be 80, it will attain the break-even point
 When the number of students will be 150, it will earn net income of RM15,200 each
month
 When the number of students will be 200, it will earn net income of RM20,000 each
month
 When the number of students will reach the maximum capacity of 250, the net income to
be earned will be RM35,000

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Along with this, Bebetots Sdn Berhad would enable the students to adopt greater learning
skills in future regardless of whether it is primary, secondary or university. Furthermore, the
parents could observe that their children have adopted increased memory skills for having
greater learning ability above an average student. After the end of the five-year programme, the
students will be able to learn 2,000 English and 2,000 Chinese words. As a result, this will help
in developing the creativity level of the students, which, in turn, would increase the satisfaction
level of the parents. As the satisfaction level of the parents increases, more students will come to
take admissions in the centre and this would further add to the revenue margin of the
organisation (Valavanis and Vachtsevanos 2015).
5.3 Financial forecast analysis:
Based on the financial forecasts of the profit and loss statement, balance sheet statement
and cash flow statement, it has been evaluated that the profit level of the organisation is expected
to increase over the years. This is because more children will be taking admissions in the centre
with the passage of time. As a result, the cash base and working capital availability of the
organisation would increase. In addition, the asset base of the organisation would increase as
well due to the rise in number of admissions and it will lease additional properties in future for
increasing its capacity (Refer to Excel spreadsheet for detailed calculations).
6. Conclusion:
Based on the above discussion, it could be evaluated that Bebetots Sdn Berhad will enter
into partnership with My Little Genius Singapore. My Little Genius is established in 2008 with
the intention of providing young children with quality education in relation to brain simulation.
In the recent times, there is a rising trend of the Chinese families speaking only English at houses

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by ignoring the Chinese language. With the development of the child brain and maturity, any
input that is provided to the children at a future date would be encountered with resistance; in
case, the child has not faced it. Hence, one of the primary aims of this organisation is to develop
a strong interest amongst the children in learning languages for enabling in comprehensive
learning abilities.
The main difference of taking admissions in Bebetots Sdn Berhad over other centres is
that it will limit enrolment to small group size of 25 students approximately. In addition, it will
assure that adequate staffs are pre sent to provide satisfying experience to both children and their
parents. In case of introverted or shy children, they might find them uncomfortable most often in
a large group. The staffs will have prior knowledge of the growth and development of the
children and they will create a point to adapt their interaction styles to the specific needs of a
child.
The critical success factors in the child care sector comprise of service, price,
certification and reputation. Bebetots Sdn Berhad will compete effectively in the market by
providing competitive fee structure, greater quality services of child care coupled with greater
educational programmes having certified and university graduate instructors. In addition, it will
be involved in maintaining effective reputation with the parents and the overall community it
will be serving. The target customers will be the dual income middle class families valuing child
care and the overall education quality. In order to initiate its business in Malaysia, Bebetots Sdn
Berhad needs to take into account certain costs that it will incur. These costs include copyright
fee to be paid only once, renovation cost, one-time teaching material fee and operation reserve
fund for two years. Finally, the main streams that will help in generating revenue for Bebetots

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Sdn Berhad include the school fees of the students and increasing the overall capacity of the
centre.

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