Start a Business - Culminating Activity

The Baby Watchers

Yousuf Khilji
Ms. Shaikh
January 20th, 2017
 Start a Business - The Baby Watchers

Table of Contents: Pg: 2

Part A:
-The Company: Name, Type, Logo and Slogan____________________________Pg: 3
-Companys Legal Form______________________________________________Pg: 3
-Product and Service Description_______________________________________Pg: 3
-Industry Overview__________________________________________________Pg: 3
-Target Market______________________________________________________Pg: 4
-The Competition__________________________________________________Pg: 4-5
A) Pg: 4-5
B) Pg: 5
-Location__________________________________________________________Pg: 6
A) Pg: 6
B) Pg: 6

Part B:
-Marketing and Market Research______________________________________Pg: 7
A) Pg: 7
B) Pg: 7
C) Pg: 7
-Human Resources________________________________________________Pg: 8-10

Part C:
-Exectutive summary________________________________________________Pg: 11

Appendix: Pg 12-19

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 Start a Business - The Baby Watchers

1: The type of business I will be starting will be a babysitting business.

Name: The Baby Watchers
Slogan: A good caretaker makes a good kid.
Logo:

2: A sole proprietorship because its alot easier to manage and deal with all expenses and taxes. A
sole proprietorship is easy to run, manage and can be turned into a more complex business as
time goes on.

3:
1) BabySitting For Newborns (Ages: 1 month - 12 months)
2) BabySitting For Toddlers (Ages: 1-6)
3) BabySitting For Children (Ages: 7-12)
4) Babysitting For Teens (Ages: 13-17)

There are not any more because at that age group people dont need babysitting because they are
old enough. These are different products as the baby sitter requires different skills to deal with
each age group, such as dealing with a newborn is different from a toddler as a newborn needs
much more delicate care while toddlers do not need as much delicate care.

4: Child Care because you are providing care and services to the children.

Trend number one is setting up electronic cameras and systems to be able to monitor your child
even when the baby sitter is around to reduce the stress on the parents.

Trend number two is that babysitters are also teaching the children things while keeping an eye
on them, this increases productivity and efficiency.

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 Start a Business - The Baby Watchers

Trend number three is that child care companies are making it more flexible and easy for parents
to get a sitter with hours and prices being more flexible.

5:

Demographics Babysitting for Babysitting for Babysitting for Babysitting for

Newborns Toddlers Children Teens

Age In Years The parents: 25- The parents: 25- The parents: 30- The parents: 35-
(Unless 50, The child: 1- 50, The child: 1- 50, The child: 7- 60, The child:
Specified) 12 months old 6 1 13-18

Family Cycle Full Nest 1 Full Nest 1-2 Full Nest 1-3 Full Nest 1

Income Higher income Average income Average income Average Income

(75,000+) (40,000+) (40,000+) (40,000+

Gender Male and Female Male and Female Male and Female Male and Female

Geographic Data Anywhere in the Anywhere in the Anywhere in the Anywhere in the
GTA GTA GTA GTA

6)a.

Name Location Primary Income History/ Price

Target Levels of Loyalty
Market Target Market

Extraordinary Online Full Nest 1, Average Was First $16 Per Hour
Toronto 2, and 3 Income Started In
Babysitting http://www.n (30,000- 2001
anniesoncall. 50,000)
com/families
/on-
call/nanny-
plan/

InAPinch Online Full Nest 1, Average Was First $18 Per Hour
2, and 3 Income Started In
http://www.i (35,000- 2002
napinch.ca/c 55,000)

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 Start a Business - The Baby Watchers
hildCare.asp

Loving Care 4U Online Full Nest 1, Average Started First $40 per
2, and 3 Income In 2007 month payroll
http://loving (30,000- Hourly is
care4u.com/ 50,000) negotiable
child-care/

CanadianNanny 1100 119 Full Nest 1, Average Started In $39.99 per

Spadina Ave 2, and 3 Income 2002 month payroll
Toronto, ON (40,000- Hourly is
M5V 2L1 60,000) negotiable

Online

https://canad
iannanny.ca/

NannyServices Online Full Nest 1, Average Started in $14 Per hour

2, and 3 Income 2008
http://www.n (30,000-
annyservices 50,000)
.ca/Childcare
NannyBabys
itter.asp

6)b. Price: While most companies have pricing of around $14 - $18 my business will try and
increase that price to around $18-$25 however this is not without good reason.

Quality: My business will increase the quality of our babysitting exponentially and will embrace
the new trends that the industry is bringing along, and will have our babysitters learn CPR and
teach the children while sitting them.

Location: My business will have both a location in the GTA and on the internet, this makes it
easier for customers to come to our location or to our website, out of our 5 competitors only 1 of
them has both a website and a location in the GTA.

7)a.

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 Start a Business - The Baby Watchers

address: 225 THE EAST MALL , Toronto, Ontario M9B6J1

7)b.

Advantages Disadvantages

Located very close to a mall and will be seen
by many who pass by
Very little competitors who have buildings so
we will be the first that the population will see
We will not be affected by zoning laws as we
are buying a ready made building.
The land is 25 years old
It costs $50,000 which is quite a bit for only
875 square feet.
Parking may be a bit far away making it a bit
more difficult for customers to reach us.

1)a. Advertising is a large part of a businesses success. The first type of advertising my business
will use is the cheapest and easiest to set up, it is setting up ads on the internet. This is one of the
strongest ways of advertising since it is very cheap and a lot of times it is also very effective.

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 Start a Business - The Baby Watchers
Radio will be my second choice of advertising since many people listen to radio when they are
driving and its costs are average. Though they don't last long or have a high frequency they can
work and get your message into the minds of your target audience. About 65.2 million people in
the U.S. aged 18 to 34 years listen to traditional broadcast radio each week... (Pham,2014). That
is a lot of people and in the U.S alone, as such this is a really good way to advertise to get your
message across to the target market.

The third way that my business will use to advertise in magazine ads. Magazine ads are great to
get to a wide range of people and can choose who you want seeing your ads and these ads stay in
the house for a long amount of time. On top of that magazines are not very expensive to get an
ad into. The final type of advertising my business will use is newspapers, they have good lead
times and durability. Their prices are also average so this is a good way to get people to know
about your product or service. They have great reach as well since many people read newspapers,
mostly older people read newspapers and if they have kids my target market is reached.

b) For the internet my business plans on posting on a normal website which can cost around 2-10
dollars CPM (cost per 1000 views), though If i want a better website itll be 5-20 per CPM.

For radio ads it will cost my business 500 - 1000 dollars per placement.

For a magazine ad it'll cost 1,500 - 2,000 per placement. This is really expensive but can really
get the ad to the target market and get your company out there.

For the newspaper ads it'll take 7.25 - 12 per column inch

(Look to the appendix for the ads) The way this will get the attention of the target market is the
newspaper itself, because in this era only older people read newspapers and if they have kids
they will go over this ad and the message will have gotten across.

The types of websites that my business intends to put ads on will be those visited by older people
who may have kids, the ad itself will be quite large like in the example above, and so the target
market can read it and they will have our ad in the back of their mind when they need a
babysitter.

Resource Analysis:
- 3 Tables because our employees need to sit somewhere to take requests.
- 10 Chairs because the employees and customers need to sit somewhere
- 1 Sofa to use if the chairs are all used up
- 2 Washroom stalls for men
- 2 Washroom stalls for women
- WiFi connection

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 Start a Business - The Baby Watchers
- Telephone System
- Energy saving light bulb and led lights
- Heaters for the harsh winters of Canada
- Coolers for the hot summers of Canada
- Paint to change the color of the walls
- Email Domain so that people can contact us with email as well
- Computers because our employees need to type out all the requests.
- Adding electrical outlets because the outlets may not be in a good place
- Back room for employee breaks.
- Atm so that people can take money out of their card
- Microwave for the employees to heat their food.
a.
Title of Number of Responsibilitie Qualifications Wage / Salary
Employee Employees s (Not salary for
Needed some because
they do not
have a
determined
amount of
hours a year)

Employee that 3 -Taking care of -Preferably a 18 - 25 dollars

babysits the newborn woman who per hour
newborns very well to has had a child depending on
meet the because they the customers
standards of the will know how flexibility in
customer to deal with the payment and
children the amount of
-They need to hours they have
be able to feed, -Needs to be to work for that
change diapers, flexible with specific job.
and put to sleep times as there
the newborn. are not many
employees to
-Needs to be come through
able to comfort quickly
the newborn
when it starts -Need to be
crying. trained in CPR
to react to
emergencies
quickly

Employee that 3 Taking care of -Needs to be 17 - 22 dollars

babysits the toddler very flexible with per hour
toddlers well to meet times as there depending on

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 Start a Business - The Baby Watchers
the standards of are not many the customers
the customer employees to flexibility in
come through payment and
-Needs to be quickly the amount of
able to keep the hours they have
toddler -Need to be to work for that
entertained trained in CPR specific job.
to react to
-They need to emergencies
be able to feed, quickly
change diapers,
and put to sleep
the toddler.

Employee that 3 Need to be able -Needs to be 15 - 19 dollars

babysits to keep the flexible with per hour
children child times as there depending on
entertained. are not many the customers
employees to flexibility in
Taking care of come through payment and
the child to the quickly the amount of
standards of the hours they have
customer -Need to be to work for that
trained in CPR specific job.
to react to
emergencies
quickly

Employee that 3 They only need -Needs to be 13 - 17 dollars

babysits teens to be able to flexible with per hour
watch the teen, times as there depending on
and also meet are not many the customers
the employees to flexibility in
expectations of come through payment and
the customer. quickly the amount of
hours they have
-Need to be to work for that
trained in CPR specific job.
to react to
emergencies
quickly

Employees that 3 Need to note Need to be $27,000 per

take calls and down requests done year

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 Start a Business - The Baby Watchers
peoples orders and give them highschool and
for babysitting to the preferably
respective college /
babysitters. university

Need to take
calls
respectfully

Need to take
email requests.

Part b:
Name How They Will Assist

Business Lawyer They will tell us anything to not get sued and
will make sure that we aren't doing anything
illegal.

Tax Helper He can help us manage taxes.

Accounting Assistant He can help manage profits and expenses and

give advice on things relating to money.

Insurance assistant He can help out with insurance.

Part C:

We are The Baby Watchers and our mission statement is we take care and teach your children
To get them ready for greatness, they come first in your minds and in ours. The name of my
company is The Baby Watchers; our objective is to provide as many parents with our services
while also helping the children. The service we provide has been blowing up in the market so
what better time than right now to begin an innovative business that will both watch your
children and also help them learn at the same time. We are located at 225 The East Mall, Toronto,
Ontario, M9B6J1, now didn't just choose this location for no reason, we chose it because of its
close proximity to The East Mall, now many adults who have children will be going through the
area and if they see our building and our website then they will have an idea to let us babysit
their child while they go to work or go out on a much needed rest. You can contact me personally
at 647 - 709 - 5990 or email me at Yousuf@thebabywatchers.com. Our target market will be
males, females, and couples who have children as someone without a child isn't going to help our
business expand and so we will not market towards them. We will provide quality babysitting
and the babysitters will be trained very well to deal with children and are also trained in CPR to

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 Start a Business - The Baby Watchers
make sure that your children will be taken care of in a safe and caring environment. Our Prices
are very reasonable, even though they may be higher than what is average in the industry we do
something that not many other companies do, we will teach your children while babysitting
them, this makes the most out of the time they spend with the babysitter. You can put in requests
to what you want your child to learn and we will make sure that it gets done. Our prices are from
15 - 25 dollars per hour, these prices will depend of the customer and what kind of treatment
their child will require and amount of hours that the babysitter will work. We are starting off
small with only 3 babysitters in each category which may not be a lot but when we grow we will
hire more, there is no reason to put all the money in employees if we are not getting any
customers and so we start with 3 employees in each category. We care about our customers
before we care about profits and we hope to see you in our store or on our website.

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Start a Business - The Baby Watchers

Appendix

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 Start a Business - The Baby Watchers

Advertisements:

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 Start a Business - The Baby Watchers

Floor Plan:

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 Start a Business - The Baby Watchers

Government Regulations:

https://www.labour.gov.on.ca/english/es/pubs/guide/minwage.php and the regulator is Ministry

of Labor For an employee who is a homeworker, $12.10 an hour. (Ontario Ministry of Labor,
2014)

This matters to my business because we will need to make sure that when we negotiate with
customers we need to make sure that we don't go under the minimum wage.

https://www.labour.gov.on.ca/english/es/pubs/guide/hours.php and the regulator is the Ministry

of Labor

Employment Standards Act, 2000, S.O. 2000, c. 41

Since we won't have many workers we need to make sure that we don't make them work too
many request a day or per week without them signing an agreement and getting it approved.

https://www.ontario.ca/page/new-laws-employees-tips?_ga=1.28688254.393203415.1484753044
Protecting Employees Tips Act, 2015 Employment Standards Act, 2000

This matters because we won't be able to take the tips of our employees, so we will have to make
sure to not take it from them.

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 Start a Business - The Baby Watchers

Works Cited:

-http://www.theancestorhunt.com/uploads/1/2/9/1/12914878/2132673_orig.jpg?283

-http://www.hoovers.com/industry-facts.child-care-services.1833.html

-Childcare Services. (Nd). Retrieved January 19, 2017, from http://www.sbdcnet.org/small-

business-research-reports/childcare
-http://www.nanniesoncall.com/families/on-call/nanny-plan/

-http://www.inapinch.ca/childCare.asp

-http://lovingcare4u.com/child-care/

-https://canadiannanny.ca/

-http://www.nannyservices.ca/ChildcareNannyBabysitter.asp

- Business Textbook

- https://www.quora.com/How-much-is-the-cost-advertisement-on-popular-websites

- fitsmallbusiness.com/radio-advertising/

- https://www.entrepreneur.com/article/83094

- www.smalltownmarketing.com/newspaper_ads.html

https://www.verywell.com/top-trends-in-child-care-616937

http://www.masters-in-special-education.com/lists/5-emerging-trends-in-early-childhood-
education/
- MLS.ca
-www.radioresults.com.au/radio-advertising-costs

-smallbusiness.chron.com/much-television-advertising-really-cost-58718.html

-smallbusiness.chron.com/much-magazine-advertising-cost-56136.html

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 Start a Business - The Baby Watchers
www.smalltownmarketing.com/newspaper_ads.html

https://floorplanner.com/projects/45687599-the-baby-watchers/editor

http://www.ranker.com/list/list-of-famous-corporate-lawyers/reference

http://www.lawyers.com/small-business-law/find-law-firms-by-location/

http://business-law.lawyers.com/business-formation/starting-a-business-selecting-a-good-
lawyer.html

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