Entrepreneurial Opportunities: A Play Centre for Student Parents

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ENTREPRENEURIAL OPPORTUNITIES
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Table of Contents
a) Micro-level questions about target markets.................................................................................3
b) Market segmentation...................................................................................................................4
c) The micro-market test..................................................................................................................5
References........................................................................................................................................7
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a) Micro-level questions about target markets
1. Adult students from different universities would be considered as the most significant target
segment because students often feel difficulty while managing their kids and studies all together
as well. It is also become very helpful to provide child’s early childhood education which is the
most important skills to develop in children by their parents but often because of their busy
schedule, and they won't be able to pay attention to their kids' childhood education. At the price
of $40 for ten weeks, the customers will enjoy these benefits as well and willingly pay the price
as well.
2. the most play centres offer the facilities to the working parents, there are fewer play centres
working for students. The following table helps to understand the benefits which play centre has
been offering to the target market as well.
Basis Other play centres Company’s play centre
Target customers Working parents Students mostly
Location Location varies Next to university
Price Not less than $50 @10 weeks $40 @ ten weeks
Activities Focus on taking care of the child Many activities which help the
kids to learn new skills
Early childhood
education
No focus on early childhood
education to kids
Offer early childhood education to
the kids
3. The segment of students parents is growing because people don’t stop their education after
marriage and having kids as well. The concept of learning skills after having kids will be
growing rapidly in the country, which will be helpful to the play centre to grow in the upcoming
few years as (Cross, et. al., 2015) .
4. There are possibilities which will indicate that if the company is able to target students’
parents effectively, it will open possibilities of new target market such as working parents as
well. Later the company can start babysitting facilities for a few hours as well after parents
working time so far.
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b) Market segmentation
Market segmentation
demographic Geographical Behavioural
Age 18 to 30 years Location Mostly nearby
to the
universities
and
surrounding
location as
well.
Lifestyle Low
maintenance
lifestyle
Gender Not specific
but mostly
females
Expenditure
behaviour
Not spend
much
Income
group
Low-income
group
Loyalty High loyal
once they
develop belief
to the centre.
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c) The micro-market test
1. The students who are struggling with managing kids and their higher studies will be the target
market. Their main problems, such as time management, kids safety, and taking care, will be
resolved. It will also become resolve the issues related to parenting skills and play a strong role
in the development of kids (Dolnicer, et. al., 2018). Besides all those benefits, pricing would be
not high, which encourage customers to buys the services.
2. the following table helps to understand the detail information of customers.
Customers Living area Basis of living
Students who got married at an
early age
Rented places mostly Part-time jobs
Single mothers Rented place or with parents Part-time jobs or freelancing
jobs
3. The following table will compare the benefits provided by play centres and other solutions as
well.
Other solutions Play centre
Not in nearby locations Nearby location – No need to struggle with
traffic
No extra activities Extra curriculum activities – help the children
to development
No parenting advice or skills Parents skills and advice will be provided
Higher prices – can’t students afford that Students can easily afford those prices
4. The target market has a strong market to grow because the trend of continuing the studies after
having babies and working mothers has been growing rapidly in the past few years. It will
develop strong potential chances to grow.
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5. Working parents would get benefit from the offerings of the play centres, and it will also be
very helpful to working parents as they could also take benefits for their kids in such minimal
prices as well.
6. Yes, the capabilities could be transferable and developed from one segment to another as well.
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References
Dolnicar, S., Grün, B. and Leisch, F., 2018. Market Segmentation Analysis. In Market
Segmentation Analysis (pp. 11-22). Springer, Singapore.
Cross, J.C., Belich, T.J. and Rudelius, W., 2015. How marketing managers use market
segmentation: An exploratory study. In Proceedings of the 1990 Academy of Marketing Science
(AMS) Annual Conference (pp. 531-536). Springer, Cham.
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