Designing a children's entertainment center "small world". How to open a children's playroom

Online publications offer many ways to enter the entertainment industry. With the help of an expert from the largest B2B player in the entertainment industry in Russia, the manager of the Avira group of companies, Alexei Zagumennov, Business with a Mind magazine tells how to open a game room and achieve its payback in just 6 months.

Today, the entertainment industry is one of the fastest growing industries in the world. The market is growing every year: in 2016 alone, the total production and sales of gaming equipment increased by 43%. Popularity is due to three reasons. Firstly, the gaming equipment is adjusted to each customer. In other words, if you need a labyrinth in the form of a seven-meter boa constrictor that swallowed an elephant in the form of a perpendicularly twisted symbol of Russian cinema, you are guaranteed to get it. Proven manufacturers of gaming and entertainment equipment are ready to fulfill any whim of the client, because if the client orders a non-unique project, he will go bankrupt.

The second reason for the popularity, oddly enough, is the national tension. People began to work more and earn less, they want entertainment because the news and minds are full of negativity, they want quick and inexpensive entertainment for their children and, preferably, with their minimum participation. The game room in the restaurant is the most suitable option here.

Finally, thirdly, “business on children” is one of the fastest paying off types of entrepreneurial activity. Thanks to this, manufacturers today offer a huge number of formats for organizing gaming zones, ranging from a modest "children's corner" in the nearest bank branch to a full-fledged amusement park, such as Veselkino in the Barnaul shopping center "Galaktika". And between the crumbs and the giants, there is a countless string of intermediate options, among which there was a place for mobile trampolines, bouncy castles on trailers, ninja quests, record high slides and much more.

The combination of such factors makes the opening of an entertainment zone attractive for private entrepreneurship. The format will also depend on the amount of investment. You can open a small game room of 30 square meters, you can open an entertainment center of 100 square meters, or you can even launch your own amusement park. According to the ratio of costs and payback periods, the most optimal is an entertainment center with an area of ​​​​100 square meters. Alexey Zagumennov

Where to open an entertainment center

To understand whether a particular place is suitable for placing an entertainment site, you can play the P.U.S.K. game with yourself. The rules are simple. Put a piece of paper on the corner of the table - it will be a symbol of your business in a particular place. Make a fist, ask yourself a question, and if the answer is yes, extend one finger. The questions are simple:

• Patency?
• Uniqueness?
• Neighbours?
• "Hooks"?

The passability indicator determines how many random passers-by will become customers of the institution that has opened here. You can even do without exact numbers - the main thing to understand is that every day there are people from all over the city.

The issue of uniqueness concerns the site itself. How profitable does the project look compared to competitors? Is there something in it that children - the main contingent of the entertainment center - will not find on other sites? If the uniqueness is close to one hundred percent, with a competent pricing policy, you can not even be afraid to open across the road from a competitor with the same center area.

Properly selected neighbors are a guarantee of regular workload of the project. Do not believe someone who says that an entertainment center should be opened next to a school or kindergarten. Children run to these institutions on schedule and without money for entertainment in their pockets. But a cafe or restaurant is an ideal partner. After all, while the children are having fun, their parents can sit quietly over a cup of coffee. Hairdresser, beauty salon or gym? Perfect! Lingerie shop? Risky but attractive. But a tattoo parlor or a hookah bar, most likely, will annoy parents, which means that they will not leave their children in the entertainment center next door.

"Hooks" are additional services or offers that can stop a child or his parents. Such hooks include, for example, drawing courses, from which you can’t pick up a child without a finished drawing, or attractions for parents. Recently, classic children's play mazes have begun to give way in popularity to the so-called mix projects - entertainment centers where a playground is adjacent to a sports track or a ninja quest for those who are older.

Obviously, one finger cannot lift a piece of paper. Two is almost impossible, three is already possible. How many fingers you straighten, your business will be so successful. Please note that it will be possible to pay back the project in six months only if your piece of paper lies on all four fingers. Alexey Zagumennov

How to fill the entertainment center

A children's entertainment center should be bright, inviting - and suitable for a wide range of ages, including preschool and teens. This requires the manufacturer to have unique products and an individual approach to each client. When choosing equipment, this filter helps to save a lot of time: if the manufacturer offers a ready-made version, then it’s better not to mess with its “uniqueness”.

Play equipment is the main expense for starting a children's entertainment center project. The minimum recommended set here looks like this:

• game labyrinth for outdoor collective games
• dry pool for those who like a quieter activity
• fiberglass slides (safe material, unlike conventional plastic)
• soft module constructors
• frameless furniture with toys for kids

The rest depends on the chosen theme of the entertainment center. For example, the theme of the jungle is suitable for a palm carousel or a tropical volcano-climbing wall, and for the theme of a pirate ship, an air gun.

I think it would be superfluous to say that you should not trust dealers. The children's entertainment center is an object of close attention of supervisory and regulatory authorities, which means that absolutely all equipment must have the appropriate quality and compliance certificates and passports. Unlike manufacturers, resellers often neglect the accompanying documents. Alexey Zagumennov

How to talk about the entertainment center

Do not believe in the effectiveness of word of mouth. Do not believe in the desire of parents to go with a child from the other side of the city to your entertainment center. Do not believe that, having invested 2 million rubles in advertising on local radio and television, you will skim the cream for the rest of your life. Believe in targeted advertising.

Modern research shows that in the era of an abundance of information, news feeds and the ubiquity of the Internet in the smartphones of the target audience of any project, it is more important to constantly see the brand than to learn something loud about it one-time.

Whom to hire in the entertainment center

One of the most frequently asked questions is about the staff for the children's entertainment center. On the one hand, a novice entrepreneur must include the amount of salaries and taxes in the planned expenses. On the other hand, many positions in the children's entertainment center can be successfully combined.

Who exactly should be hired? The administrator of the hall, responsible for the premises and sale of tickets, and the so-called "nanny" - a junior employee who is constantly among the children and controls the safety in the playing area. Everything else, including the accountant, is optional and depends only on the abilities of the owner of the entertainment center.

Some entrepreneurs do an excellent job of playing the role of an entire accounting department, an equipment adjuster, an animator. There was a case when an entrepreneur receiving 300,000 rubles of net profit per month went out to his site in the evenings with a mop and a bucket in his hand - working as a cleaner helped him relax and, of course, save on the salary of an additional employee.

The salary of an employee of a children's entertainment center is the most painful issue for an entrepreneur. The amount depends on the region, and on the city, and on the functionality. At the same time, specialists of different quality can perform the same functions. For example, only teachers can teach at a children's center, and the very fact of teaching will require a license for educational services from the owner of this institution.

The cause of our worldly anxieties is rather our attachments than our inherent needs. Do not look at neighbors and colleagues in the shop, but hire only the staff that will provide you with quality work with children. Alexey Zagumennov

Video case of the opening of the children's center in Barnaul

What is important to pay attention to before starting a project

It is important not to overprice. Today, on weekdays, it is not recommended to set a price of more than 150 rubles for one child. On weekends, the cost of visiting the gaming complex can be 30% higher.

The main source of income for the children's entertainment center is not random passers-by, but birthday people."Children's corporate parties" usually ensure the workload of the gaming complex both on weekends and on weekdays, and the average market cost of such a service is about 1,500 rubles per hour.

Do not be afraid to offer children and their parents something that no one else has offered. Each new children's entertainment center is an important social phenomenon in the life of any region, city, even microdistrict. Do not skip the little things, and six months for payback will become easier for you than saying: “Let's go!”. Alexey Zagumennov

The approximate project budget for the first month is as follows:

Conclusion

As already mentioned, a children's entertainment center is one of the fastest types of net income. However, it is important to understand that the entertainment industry is a permanent Las Vegas with its lights, sparkles and daily premieres. Each season, the center needs to be updated with at least new decorations, posters or illustrations on the walls. Every month, the center will have to conduct special marketing promotions, attracting new visitors and maintaining relationships with existing ones. Every day you will need to conquer new heights, and not every entrepreneur is ready to really work. Of course, it is more profitable for someone to open an institution that does not require effort and gives a modest profit with the hope of paying off in ten or twenty years. But if the thirst for activity in you is combined with the desire to create something new, fun and profitable, then the entertainment industry is your way.

* Calculations use average data for Russia

1. PROJECT SUMMARY

The purpose of this project is to open a children's development club to provide a range of services in the field of additional education for children in a city with a population of more than 1 million people. The main source of income is payment for attending classes.

The growth in the birth rate, the popularization of preschool education, government support and the social significance of this area make it quite attractive for entrepreneurship. In addition, with favorable project implementation, it is possible to achieve high profitability and return on investment.

The mission of the children's club is to help the child develop the necessary personal qualities, skills, talents that will make him a successful adult in the future.

For the implementation of the project, a room with a total area of ​​150 sq.m., located in a residential area of ​​the city, is rented. The rent is 110,000 rubles / month.

The volume of initial investments in the opening of a children's development center is 740,000 rubles. Investment costs are directed to the purchase of furniture and equipment, advertising promotion of the company and the formation of a working capital fund until the project reaches payback. The bulk of the required investment is in equipping the learning space. Own funds will be used to implement the project.

Financial calculations take into account all income and expenses of the project, the planning horizon is 5 years. According to the calculations, the initial investment will pay off after 5 months of work. It is planned to reach the planned sales volume at the end of the first year of operation. Return on sales in the first year of operation will be 36.6%. Monthly net profit upon reaching planned sales is about 900 thousand rubles, and the annual net profit for the first year of operation is 6.7 million rubles. At the same time, sales have a pronounced seasonality: in the summer months, there is a decrease in sales. The financial plan was drawn up according to an optimistic forecast, which can be realized due to the high workload of the children's club. Integral project performance indicators are presented in Table 1.

Table 1. Key performance indicators of the project

The yield index is greater than one, the net present value is positive and amounts to 3,963,197 rubles, which indicates the investment attractiveness of the project.

2. DESCRIPTION OF THE INDUSTRY

Today in Russia institutions of additional education for children are becoming especially popular. This trend is associated, firstly, with an increase in the birth rate in the country, secondly, with a lack of places in public kindergartens, and thirdly, with the low quality of preschool education in these institutions.

The development of the market for private gardens and developing clubs began in the mid-2000s, which was caused by an active growth in the birth rate. Over time, the prospects of the market were appreciated by many - the market began to fill up with players who began to conquer consumers with different income levels. If earlier the services of private kindergartens and similar institutions were regarded as an expensive service for the wealthy category of the population, then the current market covers a wider audience - now almost everyone can find an option suitable for their budget.

The demographic situation in the country supported the market of children's development centers and private kindergartens. In recent years, Rosstat has noted an annual increase in the birth rate by 3%. At the end of 2016, 1 million 860 thousand people were born in Russia.

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The peak of natural population growth in the country occurred in 2012, and the peak of increased competition among children's development centers shifted to 2014, when the market outgrew the stage of formation and entered the stage of maturity. Today in Russia there are more than two thousand children's development clubs and private kindergartens, and the market structure is represented by various players: large franchise networks (more than 30 points of presence), small-scale networks (up to 5-10 objects) and local players with 1- 2 points.

Despite the current crisis, the segment of private children's education feels quite confident. According to experts, this business is able not only not to decline, but also to grow during the crisis. This is due to the fact that most consumers believe that children cannot be saved, and therefore do not plan to stop investing in their development and education.

Thus, the business of preschool education for children is a promising direction that takes into account the main social and economic trends. However, the supplementary preschool market is characterized not only by a growth trend, but also by imbalance and high competition in many programs. The main problem of the market is the low share of private business, which is only 3-5% of the total number of organizations. The Agency for Strategic Initiatives identifies a set of barriers that impede the development of the market for additional education for children:

Lack of state statistical accounting in the industry;

Excessive requirement in regulatory documents (SanPins);

Complicated licensing procedure;

Shortage of qualified personnel;

Low awareness and disunity of industry entities;

Lack of advanced training programs and certification of employees in the field of additional education.

At present, the development of the market of additional education for children is being updated in Russia. The state is developing measures aimed at supporting entrepreneurship in the field of preschool education. The amendments to the draft laws and the measures taken by the Government to develop the non-state sector of preschool education should become an additional driver for the growth of the segment. State support for small and medium-sized businesses operating in the field of preschool education is expressed in the provision of subsidies and tax benefits.

Increasing the availability of various areas of additional education is one of the priority tasks for the development of domestic education. According to statistics, the proportion of children in Russia who receive training on the basis of additional education is 49%. Federal target program "Development of additional education for children in the Russian Federation until 2020" provides for the growth of this indicator to the level of 70-75%. In accordance with these goals, the market for additional education is developing. At the beginning of 2015, the market volume reached 231.4 billion rubles, having increased by 18.5% over the year. Growth drivers were an increase in the natural volume of the market and an increase in the cost of services.

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Thus, it is possible to highlight the advantages and disadvantages of this business. The benefits include the relevance of the business; stability; low susceptibility to crises; state support for preschool education. Among the shortcomings, one should single out the difficulty in the selection of highly qualified personnel; high level of competition; the need for the presence of an entrepreneur in business; low marginality due to the cost of rent, wages of employees and the cost of services provided. Nevertheless, the opening of a children's developing club is assessed as a promising line of business, which is characterized by a stable income and social significance.

3. DESCRIPTION OF KIDS CLUB SERVICES

The Children's Development Center is an institution where classes are held with the child to develop intellectual abilities, social communication skills, creativity, creativity, concentration of attention and engage in various types of creativity (singing, modeling, drawing, dancing, etc.). There are both multidisciplinary centers covering a wide range of services, as well as narrowly focused centers focused on certain segments of preschool education.

Table 2. Description of the services of the child development center

	Age group	Description
General developmental activities for young children		Classes are aimed at the sensorimotor development of children, the development of coordination of movements and fine motor skills, the development of speech; creative classes in drawing, modeling, appliqué, etc.
Music lessons		An integrated lesson with musical accompaniment, using various techniques.
Complex developmental classes	groups: 3-5 years old, 5-7 years old	Comprehensive programs, as well as individual areas: creative workshop, sand therapy, English, children's fitness, drawing, musical development, fairy tale therapy.
Preparation for school		Classes with a psychologist, the development of mathematical abilities, the development of speech, the basics of reading and grammar.
Creative and intellectual development		Chess, English, drawing, school of intelligence development.
Child psychologist		Individual and group lessons, family consultations.
		Individual lessons and consultations with a specialist.

This project involves the opening of a children's developing club with a wide range of services, which allows covering a large part of the population. Expanding the range of the center's services does not require large additional costs - it is important to carefully study the programs for each group. Classes are designed for different age groups:

children from 2 to 3 years;

children from 3 to 5 years;

children from 5 to 7 years old;

pupils.

Each group has its own program and specifics of conducting classes. The planned list of services is shown in Table 3. Of course, this list can be expanded with pottery modeling, and various areas of dance, and physical training, and a school of success, and a culinary workshop, and vocal classes, and a theater school, and a chess studio, and also in other areas.

In addition, on the basis of the children's studio, master classes and trainings for adults can be held: a development school, psychological trainings, body ballet, yoga, gymnastics for pregnant women, and more.

The format of the children's club provides a wide range of services. To decide on their list, you need to form the concept of your club (family club / school for creative development / preschool education or another direction). It is also recommended to study the offers of competitors in order to introduce a competitive service in your club.

Tuition fees vary depending on the service. The more relevant and unique it is, the more expensive it is to attend (usually, this is due to higher salaries for teachers). The average cost of 1 visit to classes is 400 rubles. The club also assumes the validity of subscriptions for a month (8-12 lessons, depending on the program). Its cost is calculated based on the amount of 1 visit and a 15% discount. That is, if a subscription is purchased for 8 classes worth 400 rubles each, then the total price of the subscription will be 2700 rubles.

4. SALES AND MARKETING OF THE KIDS CLUB

The target audience of the children's developing club are various groups of people who are aimed at the creative and intellectual development of their children. The target audience is represented by parents of preschool children. The presence of programs for different ages and the average price segment allows you to cover a large audience.

The purpose of the children's developing club is to provide a wide range of services for preschool education for children. The mission of the club is to help the child develop the necessary personal qualities, skills, talents that will make him a successful adult in the future. In accordance with the mission, the specific tasks of the children's developing club are also determined:

Creating a favorable developmental environment in which the child will feel comfortable;

Development of the child's interest in independent knowledge of the world;

Creation of favorable conditions for the development of the child's abilities;

Creation of a psychologically comfortable environment;

Socialization of the child;

Individual approach to each child.

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Having a clear positioning in the market, you can develop an advertising promotion program. The initial step is to conduct a SWOT analysis to identify the strengths and weaknesses of the institution. This will allow you to adjust marketing directions and identify key promotion methods.

Table 3. SWOT analysis of a children's developing club

Inner sides	Strengths: 1) The possibility of expanding the range of services; 2) Possibility of choosing a territory favorable for doing business; 3) The possibility of establishing cooperation with school teachers; 4) A wide range of services to cover a large target audience; 5) Teachers have experience working with children.	Weak sides: 1) Lack of own client base; 2) High responsibility for children; 4) The need to look for staff and difficulties in finding qualified teachers.
External sides	Opportunities: 1) Opportunity to expand business; 2) State support for a socially significant project; 3) The possibility of obtaining subsidies for the opening and development of a socially significant business; 4) Growth in demand even during the economic downturn, which guarantees the stability of income.	1) High level of competition in the segment; 2) Decline in the income level of the population and, as a result, a decrease in profits; 3) The likelihood of changes in legislation and tightening of requirements that will complicate production processes.

Thus, in order to realize its potential, a children's developing club must develop a customer base, offer the audience author's methods that make it possible to distinguish it from competitors, and also attract highly qualified personnel to work.

Since at present a clear system of consumer requirements has not yet been formed in this segment, customers, when choosing a particular children's development center, rely on the reviews of acquaintances, search through the Internet and social networks, where you can find the information of interest. Thus, an advertisement for a children's center should contain as much useful information as possible, on the basis of which potential customers can form an opinion about your institution.

For a children's developing club, the most effective promotion tools will be:

1) Creation and promotion of your own website with parallel maintenance of your own group in social networks. The content of a group or profile should be diverse, including not only organizational issues and advertising of the club's services, but also should contain useful information - these can be training tips, various articles telling about the benefits of a particular activity, etc. Practice proves that the provision of useful and, most importantly, free information by a company increases the degree of loyalty of potential customers. Through social networks it is convenient to carry out various promotions and bonus programs.

2) Placing ads in schools, public kindergartens and other places where the target audience is concentrated.

3) Posting ads in houses that are geographically close to the institution. In this case, advertising in elevators is most effective.

4) Placement of information in local newspapers - this can be not only a commercial announcement, but also an entire article telling about your business, teachers, methods, results, etc.

5) Placing information on various thematic forums in cities.

6) Participation in various recreational activities, active social work, sponsorship in projects.

7) Provision of additional services. This could be a free trial class or a video surveillance service that allows parents to live stream their child's class.

8) A testimonial contest that allows you to spread the word about your kids club, use the word of mouth tool and attract new customers.

Since the competition in the segment is quite high, it is necessary to carefully consider the advertising strategy. An approximate plan for promoting a children's developing club is presented in Table 4. According to the calculations, it is planned to spend 56,000 rubles on promoting the club. The main part of promotional activities is planned for the first months of the opening of the child development center.

Event	Description	Costs, rub.
Create your own website	The site should reflect the description of the services and benefits of the children's club, its mission, goals and objectives, photo and video reports, the cost of services, reviews, a list of methods used, teaching staff, contacts and address
	To do this, it is supposed to create promotional material (flyers / booklets) and distribute it in places where the target audience is concentrated (schools, kindergartens, shopping centers, etc.). Costs include the cost of creating and printing flyers, as well as wages for promoters.
Internet promotion	Creation of accounts on social networks VKontakte and Instagram, where useful information about various club services, promotions, events, reviews, etc. will be posted. A contest is planned to be held on the basis of Internet sites (it is possible to hold a contest for the most creative review, a contest for children's drawings, a contest for family photos, etc.). The main prize in the competition is a free visit to a master class or a monthly subscription to one of the club's programs.

An active marketing strategy allows you to accelerate the process of recoupment of funds invested in opening a children's developing club. It is necessary to use promotion tools in a complex way - then advertising will give the fastest and most effective result.

Predicting the volume of sales in a children's developing club is quite difficult. It depends on the qualifications of the selected teachers, and on the schedule of classes. Usually, the time for group 1 is 60 minutes. It is planned that the area of ​​the children's club will allow for 5 classes at the same time. Each group consists of 7-12 people (average 9 people). The 10-hour work schedule and the club's class schedule allows for an average of 20 lessons per day. Based on these data, the planned sales volume per month will be: 20*30*9*400= 2,160,000 (rubles). It is possible to achieve such indicators with sufficient occupancy of the club, the availability of the necessary teaching staff, sufficient space for organizing several classes and a flexible class schedule. Also, when planning sales, it should be taken into account that sales in the preschool education segment have some seasonality: they decrease in the summer months and grow in the autumn-winter period.

5. KIDS CLUB PRODUCTION PLAN

The opening of a children's development center includes the following steps:

1) Registration in state bodies. In accordance with Art. 91 of the Federal Law "On Education in the Russian Federation", additional education is subject to licensing. However, in accordance with Decree of the Government of the Russian Federation of March 16, 2011 N 174 “On Approval of the Regulations on Licensing Educational Activities”: “Educational activities carried out by conducting one-time classes of various types (including lectures, internships, seminars) and not accompanied by final certification and issuance of documents on education, activities for the maintenance and education of students and pupils, carried out without the implementation of educational programs, as well as individual labor pedagogical activities are not subject to licensing. Therefore, you do not need to purchase a license to open a children's developing club.

However, there are certain requirements for the institution of additional education for children that must be observed:

The premises of the club must be suitable for the purposes of training in terms of all established standards (number and minimum area of ​​​​rooms, the presence of a separate entrance, etc.). This information can be found in SNiP and SanPiN. It must also comply with all fire and sanitary safety standards (repair using recommended materials, availability of fire alarms, fire extinguishers, proper lighting, comfortable temperature conditions, etc.);

Furniture and equipment must comply with sanitary standards and safety criteria;

The availability of educational programs that meet state standards, as well as a preliminary schedule and information about the teaching staff. Teachers must have education in the profile and qualifications, which is documented. It is also necessary for all employees to have medical books and timely medical examinations.

To conduct commercial activities, an individual entrepreneur is registered with a simplified taxation system (“income” at a rate of 6%). Types of activities according to OKVED-2:

85.41.9 - Other additional education for children and adults, not included in other groups;

90.04.3 - Subgroup "Activities of club-type institutions: clubs, palaces and houses of culture, houses of folk art."

2) Location and choice of office. Unlike most commercial premises, for a children's development club, location according to high traffic is not so important. Classes here are planned in advance, spontaneous sales are not typical for this type of activity. A winning option for placing a developing children's center is a building in close proximity to kindergartens and schools where the target audience of the studio is present. It is also desirable to have a kids club in a residential area - this will not only reduce the cost of renting a room, but will also become a more convenient visiting option for customers.

The main thing is to choose a room that would meet all the requirements. When choosing a room, it is necessary to pay attention to lighting, sanitary condition, availability of a bathroom and other technical characteristics.

To organize a children's club, several isolated rooms are required:

A hall with a comfortable waiting area with hangers or lockers for clothes and change of shoes; sofas or banquettes for changing shoes and waiting;

The rooms where classes are held should be bright and equipped with all the materials necessary for the learning process. Work desks, play area, specially equipped classrooms. Since the range of services of the development center is quite diverse, the design of the classes is different - for some classes a small room with soft carpet will be enough, for others an equipped class will be required.

A bathroom that provides for the presence of children's sinks.

In this project, it is planned to place 8 isolated rooms:

Class for the younger group;

Class for creative work;

Class for dancing, acting, fitness;

Two classrooms for studying at desks (chess, English, mathematics course, preparation for school);

The office of a psychologist and speech therapist for individual consultations;

Hall, where there are storage lockers and sofas for waiting and a small play area;

Bathroom.

Accordingly, the total area required is about 150 sq.m. To implement this project, it is planned to rent an office with an area of ​​150 m2 located in one of the residential areas. The cost of renting such premises with repairs will average 110 thousand rubles for a city with a population of about 1 million inhabitants. If you plan to acquire the ownership of such premises, then the estimated cost will be 6.5 million rubles. Since the landlord leases the premises with repairs, there will be no additional costs for repairs. 8,000 rubles were allocated for the design of the sign.

3) Selection of personnel. For a children's developing club, the availability of qualified personnel is one of the main parameters, so you should carefully approach the selection of staff. The main problem when opening such an institution lies precisely in the small number of highly qualified specialists. Therefore, it is recommended to engage in the selection of personnel at the stage of business planning. It is obligatory that the teachers of the club have a pedagogical or psychological education. It should be noted that when drawing up training programs, knowledge in the psychological, pedagogical and creative fields will be required.

4) Purchase of equipment. To organize the educational process in the club, you will need different equipment: furniture, various props for classes, training material. Desks and chairs will be required for classes, mirrors for a dance class, sports equipment for children's fitness, etc. It is possible to form a clear list of the necessary equipment and calculate the costs for it when specific educational programs are determined. Table 5 provides a summary of the equipment. Thus, the cost of equipment and technical equipment for the children's center will amount to 400,000 rubles.

Table 5. An approximate list of equipment for a children's developing club

6. ORGANIZATIONAL PLAN OF THE CHILDREN'S CENTER

The working hours of the children's center are from 9:00 to 20:00.

For the functioning of the studio, it is necessary to form a staff of the following employees: teachers, administrators, accountant, cleaner. The main staff are teachers, since the atmosphere of the educational process and the impression of the club as a whole depend on their professionalism and sociability. Based on the prepared implementation plan and a certain range of services, the teaching staff should include:

Junior group teacher

Music group teacher;

Choreography teacher;

School teacher for the development of intelligence;

English teacher;

Two educational psychologists;

Speech therapist-defectologist;

Painting teacher.

The work schedule of teachers depends on the schedule and the occupancy of the groups. For teachers, a rolling work schedule is offered, since the frequency of classes in groups is 2-3 times a week.

The position of administrators involves shift work - 2 through 2, so you will need to hire two employees. The requirements for the administrator are limited to a high level of discipline, responsibility, communication skills. Their responsibilities include receiving calls and letters, recording clients for classes, forming groups, scheduling classes, maintaining groups on social networks, providing the studio with the necessary equipment.

The cleaning lady is expected to be part-time.

It also needs a head of the studio, who will perform the functions of a manager. All the staff is subordinate to him, he makes decisions on hiring employees, builds a marketing policy, and interacts with the counterparty. In this project, an individual entrepreneur performs all managerial functions and maintains accounting records.

The total payroll will amount to 426,000 rubles.

Table 6. Staffing and wage fund of the development center

7. FINANCIAL PLAN OF THE KIDS CLUB

The financial plan takes into account all income and expenses of the project, the planning horizon is 5 years.

To launch the project, it is necessary to calculate the amount of investment. To do this, you need to determine the cost of arranging the premises, purchasing equipment and furniture, purchasing educational materials and forming working capital, which will cover the losses of the initial periods. The initial investment for opening a children's club is 740,000 rubles. The project is financed by equity. The main investment cost items are shown in Table 7.

Table 7. Investments in the opening of a children's development center

Variable costs consist of the cost of materials that are used in the learning process. These costs are minimal and amount to 20% of the cost of 1 lesson - 80 rubles.

Fixed expenses consist of rent, utilities, payroll, advertising and depreciation. Of these, almost 75% of the costs are for the salaries of teachers. The amount of depreciation is determined by the straight-line method, based on the useful life of fixed assets in 5 years. Fixed costs also include tax deductions, which are not presented in this table, since their amount is not fixed, but depends on the amount of revenue.

Table 8. Fixed costs of a child development center

Thus, fixed monthly expenses were determined in the amount of 570,400 rubles.

8. PERFORMANCE EVALUATION

The payback period of the development center with an initial investment of 740,000 rubles is 5 months. The net monthly profit of the project upon reaching the planned sales volumes will be about 900,000 rubles. The target sales volume is expected by the end of the first year of operation. Return on sales in the first year of operation will be 36.6%. The annual volume of net profit for the first year of operation will be about 6.7 million rubles.

The net present value is positive and equal to 3,963,197 rubles, which makes it possible to speak about the investment attractiveness of the project. The internal rate of return exceeds the discount rate and is equal to 37.07%, and the yield index is 5.36. The financial plan was drawn up according to an optimistic forecast, which can be realized due to the high workload of the children's club.

9. POSSIBLE RISKS

To assess the risk component of the project, it is necessary to analyze external and internal factors. External factors include threats related to the economic situation in the country, markets. To internal - the effectiveness of the management of the organization.

The specifics of the children's development center determines the following external risks:

Reaction of competitors. There are various institutions that provide continuing education services. Among them are large, promoted centers, which threatens not only with the loss of some potential customers, but even with ousting from the market. To minimize this risk, it is necessary to form your own client base, have unique offers, constantly monitor the market, and have a customer loyalty program;

An increase in the cost of rent, which will increase fixed costs and may affect the financial condition. It is possible to reduce the likelihood of risk by concluding a long-term lease agreement and choosing a conscientious landlord;

Decreased effective demand. Since the cost of additional education is not classified as a priority, they can be excluded in order to save the family budget. In other words, with a drop in the income of the population, there is a possibility of refusing the services of the club. You can minimize this risk with the help of discount promotions and the formation of loyalty programs. However, this risk cannot be completely avoided due to the specifics of the services provided;

Changes in legislation, which may lead to the complication of business processes. This risk cannot be managed. Therefore, it is necessary to take it into account and form a budget in case such risks occur.

Internal risks include:

Responsibility for the health and safety of children. The presence of an unpleasant incident can significantly affect the business reputation of the institution and lead to significant problems. Therefore, in order to avoid such situations, it is necessary to conduct a thorough briefing for both teachers and parents;

Failure to meet the planned sales volume. It is possible to reduce this risk with an effective advertising campaign and a competent marketing policy, which involves various promotions and bonuses;

Lack of qualified specialists. This risk can be mitigated by monitoring employees of schools, art, music and dance schools, university graduates in the required specialties, careful selection of employees and favorable working conditions that can attract high-quality personnel;

Decrease in the reputation of the institution among the target audience due to errors in management or a decrease in the quality of services. It is possible to mitigate the risk with constant monitoring of the quality of services, receiving feedback from the clients of the institution and taking corrective measures.

Summarized data on the analysis of the risk component of the project are shown in Table 9. Thanks to the quantitative risk assessment, it is possible to establish what should be focused on and what measures should be taken to minimize losses.

Table 9. Quantitative Risk Analysis

In accordance with the above calculations, the most serious risks are the risks of a shortage of qualified personnel and the reaction of competitors. In the first direction, it is necessary to create favorable working conditions in order to attract experienced employees. In the second direction, special attention should be paid to the formation of competitive advantages, especially pricing policy, marketing strategy, as well as the creation of a flexible system for working with clients.

This business is quite interesting, specific and complex.

It is interesting because the volume of investments, as a rule, does not exceed 0.5-2.0 million rubles. (unless the property is purchased). It is specific because the service offered for sale is, first of all, a teacher with a non-standard training program, in other words, “exclusive”. And the more "exclusive", the better.

Of course, it is impossible to say that the consumer is greedy for “exclusive” in the current difficult time, but nevertheless. You need to understand that if there is no “zest”, then people may simply not reach such a children's center. That is why, if a few years ago the main emphasis was on languages, drawing and preparation for school (for kids), now such new areas of development of children as calligraphy (Japanese, Chinese), mental mathematics, children's TRIZ (Theory of Inventive Problem Solving) are in demand. and RTV (Development of Creative Imagination), health practices.

Business is complicated by the fact that in million-plus cities there is quite high competition. In addition, it directly depends on the macroeconomic situation in the country, and the current stagnation of the economy does not affect the dynamics of market growth for the better, but rather the opposite.

Of course, it makes sense to say that the cost of promoting the services of children's centers can sometimes be 25-40% of revenue. This is extremely large and this is a kind of serious risk of its further existence as a Center.

That is why, when planning such a business, it is necessary, first of all, to pay attention to the so-called. "payback point", and in the second, to lay "planned losses" in the first two, three, and sometimes six months of work.

Every young entrepreneur dreams of finding a business that does not require special knowledge. In addition, there was no need to solve problems with suppliers, debts, and so on. It is worth noting that there is such a business - an entertainment complex for children.

Such a business can bring not only joy to kids, but also a stable income with a relatively small initial investment.

Any parent wants to pamper their beloved child, and resourceful entrepreneurs meet such desires. Consequently, the presence of a stable demand for the services provided will be guaranteed, because children will not be able to hold out even a minute without games and fun. The business plan of a children's entertainment center in Russia, with a one-time investment, allows you to receive a stable profit in the future. But for this you need to put things right. In order to avoid mistakes and do everything right, you just need a detailed business plan.

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How to write a business plan for an entertainment center for children

In order to open your own entertainment center for kids, you must complete the following steps:

• register an enterprise and put it on record;
• choose a room (purchase or conclude a lease agreement);
• coordinate everything that is necessary with the licensing authorities;
• select the personnel that will be needed to conduct such a business;
• select the necessary equipment and install it.

In order to implement a business plan for a shopping and entertainment center, it may take about 8 weeks. It should be noted that this is a great advantage of this business. At the same time, the most energetic entrepreneurs will be able to cope with the organization in 4-6 weeks, but it is important to understand that there are certain deadlines for the passage of specialized state structures. In addition, the equipment manufacturer will require about one month to produce a unique children's entertainment complex.

It is worth knowing that such manufacturers also have ready-made series of equipment, but more and more entrepreneurs want to make their centers stand out. This is due to the fact that today gaming complexes that are stylized as a jungle, a ship, a magic castle and so on are in increasing demand. Therefore, it requires a lot of cost and effort from the manufacturer.

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Registration of your own enterprise, which is planned to open

It is recommended to choose an organizational and legal form of an individual entrepreneur (individual entrepreneur). This is due to the fact that this form has the ability to submit simplified reports and is subject to fewer taxes.

It is not difficult to complete all the registration steps in the prescribed manner, however, if you do not want to stand in queues and thereby reduce the time it takes to register, you can contact various companies that provide services for registering enterprises of different forms of ownership. It can cost 2000-3000 rubles, but it will take much less time.

It is recommended to immediately apply for the transition to a simplified taxation system. The system consists of a single tax, which is paid in connection with the transition to a simplified form of taxation by entrepreneurs and organizations. Such a tax replaces the payment of a whole set of taxes that may be established by the general tax regime.

The tax rate with the simplified system will be 6% of the total income of the enterprise.

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Choosing a suitable place for a children's entertainment center

You should know that choosing the right location for the future enterprise is one of the most important points contained in this business plan. The best option for locating such a center is a place with a high daily attendance of children.

Therefore, the best choice would be to place your children's entertainment complex in a large shopping center. This is due to the fact that moms and dads will have the opportunity to explore large shopping areas while their children have fun, play, communicate with their peers and be supervised.

Children do not like to go shopping with adults, and therefore they often do not allow their parents to do this. Consequently, the organization of children's play space is becoming more and more attractive for stores. Everyone will benefit, since such gaming zones are able to increase customer loyalty, in connection with this, the turnover of stores increases. At the same time, children are also satisfied, because they are having a good time.

There is another option for the location of such a complex. There is a successful experience, for example, in the sleeping areas of large cities. It often happens that the infrastructure in such places is still poorly developed, so not everyone wants to go to the center. Entertainment complexes that operate in small towns are also successful options. This is due to the fact that in such places there are no instructions for entertainment for children, therefore, the complex being opened will become a children's center of attraction.

Regarding rent, you should know that most often entrepreneurs negotiate with landlords on special preferential terms. It is important to understand that shopping centers are interested in retaining their customers and increasing customer loyalty. The leaders of large centers are well aware that today it is impossible to attract customers with just a large assortment of goods and their high quality. Consequently, they themselves begin to pay more attention to the number of services offered.

Each retail space has a large number of ways to attract customers, but placing a children's corner or room in the store is one of the most effective options. Therefore, entrepreneurs can confidently go to the management of shopping centers. They will no doubt be glad to hear that there is an opportunity to open a children's entertainment center. One of the most common cases is when the figure 0 rubles is in the column of the rental agreement.

In some cases, another way can help, by which you can try to negotiate with the owner of the premises - to take it as a share of the business being opened.

In addition to the obvious disadvantage, there are a large number of advantages of such an arrangement. The owner himself will make sure to provide the best and most profitable retail space. In addition, he will assist in carrying out various promotions and will do his best to promote and advertise the services provided, which can significantly increase the number of potential customers.

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Selection of the necessary personnel to open such a business

You can start recruiting at the stage of registering your company. It will be necessary to hire 2 employees for shift work. The easiest way would be to hire students or non-working pensioners for such work. The most common payment system in this category is one that consists of a salary of 10,000 rubles and a percentage of revenue (in most cases this will be 3-5%). Such a system is needed so that employees have a greater interest in attracting new visitors.

You should know that the owner of the enterprise himself can also submit tax returns, because there is nothing complicated in this. However, despite this, in order to feel more comfortable, it is better to take care to hire an accountant. Such an employee, for a small remuneration (in the amount of 3,000 rubles per month), will be able to collect and submit all reports independently.

Children are known to be the flowers of life. They are able to make it richer, more interesting, but at the same time they undoubtedly make us be more responsible and serious. Therefore, for our part, we must also take certain measures that will allow children to diversify and improve their lives. For many of them, studying is very difficult, someone loves one subject, someone - a completely different one. But at the same time, in most cases, children like those activities that involve movement and physical labor. All this leads to the fact that children incorrectly prioritize life from the very beginning. That is why you should combine the mental and physical activity of the child. But after all, not all teachers manage to hold a physical education session in class, although this is required by the educational standard.

For those adults who think not only about the present, but also about the future of their children, sooner or later the time comes to think about what to do with the child. The children's entertainment center can help parents with this. Most often, such a center is focused on the youngest children who are just beginning to explore the world. It is here, under the supervision of experienced teachers and educators, that the child will be able to reveal his inclinations, which in the future will need to be developed by parents and teachers. And since it is difficult, and sometimes even impossible, to save money on children, the opening of an entertainment center for children will become a very profitable project.

What does it take to open a children's entertainment center?

So, an entertainment center can be opened anywhere. The main thing is that there should be a sufficient number of children in this settlement or region. Advertising will do the rest for you, with the help of which residents will be able to find out about the opening of the center, and admiring reviews from children and their parents. You can start with a small complex, and only then, according to your desires and financial capabilities, you can resort to expansion.

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Children's entertainment center and its features

In order to decide what exactly you are going to open, you need to carefully consider all the positive aspects and possible difficulties that you will encounter. If you intend to organize a development center, then you will have to spend much more time and money on it. This is primarily due to the need to obtain a license to carry out educational activities. In the future, you will have to resort to finding competent personnel. With an entertainment center, things are much simpler. You can start with it, since at first you will need a small staff, you can perform some functions yourself. Secondly, no special knowledge is required and additional specialization will not be required. Thus, if you stopped at the opening of an entertainment center, then you will save on the registration of a business and on the wages of a large number of employees. Some time later, if there is a desire, it will be possible to issue a license and recruit the necessary employees. But all this later.

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Choosing a place for an entertainment center

In order to open a particular institution, you should evaluate the level of its profitability not only in a particular locality, but also in the place where you plan to open it. It is quite natural that this center should be in a place of large concentrations of people, and the more children, the better. Experts advise opening such centers near kindergartens, especially if there are not many of them in the city. On the way to and from kindergarten, the child will definitely want to go to one or another playroom. In addition, educators will be able to organize group visits to the center. For those settlements in which the number of children's institutions is catastrophically small, the entertainment center will be a salvation. The next option for the location of the center for children is rented space in large shopping and entertainment centers. Here, while parents make purchases or some procedures, the child will be able to jump, play enough and just have a good time in the company of their peers.

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Documents required to open a children's center

The first step is to contact the State Fire Supervision Service or the Rospotrebnadzor of your locality. Here you will be clearly explained all the necessary nuances and will be advised on local legislation in force in relation to organizations for children.

To do this, you will need to familiarize yourself with international safety standards, with regulations regarding children's equipment, and with the rules for children in such institutions.

After that, you go to the tax office in order to register as an individual entrepreneur. It is not too expensive and allows you to enjoy preferential tax rates in the future. The code in the classification of economic activity is selected as "other activities for the organization of recreation and entertainment." After that, it remains only to register with the Pension Fund and open the center itself.

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Entertainment center equipment

First of all, you will need a room. Most often at the initial stages it is rented. This allows you to save on the purchase of the whole building. The first entertainment center can have dimensions within 70 square meters. m. In such a room at the same time there can be no more than 15 children, whose age is from 3 to 12 years. For each group of 5 children, a worker must be assigned. It's all about the game room. For it you will need 3 thematic zones. The first is adapted for outdoor activities: sports, dancing, outdoor games. It usually contains swings, wall bars, slides, balls, hoops, ropes. The second zone is reserved for themed games. It contains toys: dolls, designers, cars, soft toys. And the third zone is the zone of didactic games. It is characterized by the presence of furniture: tables and chairs, materials that allow children to get acquainted with this or that information. They can be both traditional: maps, books, visual aids, and innovative: projector, computer, etc.

Sometimes special game labyrinths are purchased for the first zone. They immediately collected everything necessary for the physical development of children. It can be purchased ready-made or ordered in specific sizes. Labyrinth with an area of ​​20 square meters. meters costs about 200,000 rubles. Another element of the mobile recreation area is a trampoline. It does not take up much space, but it can only be installed in a room with high ceilings. The cost of a trampoline varies between 60-100 thousand rubles. So, opening a small entertainment center will cost about 1,000,000 rubles. Of these, approximately 10% will go to the arrangement of the leased area, 10% - to pay rent, 60% - to purchase equipment, 10% - to wages for employees and another 10% - to register an organization.

Do not forget that the equipment must include furniture for the employees of the institution: a table in the reception room, a chair, a computer. A cooler with hot and cold water should be installed in the lobby. In addition, a toilet should be located next to the playrooms. And if children under 7 years old work in the center, then an employee of the center should escort them to the toilet.

People have always appreciated the opportunity to spend their free time in an exciting, fun way, and therefore the creation of conditions for this can bring good profit to the organizers. What you need to prepare for the opening of such a platform, we will consider in the proposed article.

Preparation of the necessary documentation for the entertainment center

Thinking through all the components of a business plan, one must take into account that the very first thing should be the registration of an LLC - this is the form that is most suitable for an organization of this type. And you should check your entire list of services, because some of them can be provided only after the permission of the sanitary and fire organizations. Without obtaining the required documents, your activity may be illegal.

Finding a site for a shopping center

To organize any activity, you always need to decide on a place. Specifically, entertainment centers are best located where there are a lot of people, especially with children. Trading platforms are the most suitable for such an organization. Unless all the major shopping centers have already been “dismantled” by other entrepreneurs, or the owners themselves have taken care of such a service.

Therefore, it will be an attractive idea to rent a separate building or even build one, taking into account all the nuances of this field of activity. Of course, finding your entertainment center should be in crowded places.

Leisure center direction

There are several such directions, we list them:

• simple type center;
• playground for family recreation;
• center for children;
• set for adults.

If earlier they were created as an independent institution, now more and more often these institutions are included in a huge shopping and entertainment array.

Simple logic suggests that, considering all the details of the shopping complex, the organizers without fail think over the location and arrangement of the gaming zones. The modern consumer has little variety of goods, they also need entertainment.

Summarizing what has been said, we can call the entertainment element that important detail that is able to make a super popular place out of a standard shopping building.

It is estimated that the income from the entertainment site is significantly less than the income from the sale of goods. But it is precisely its presence that attracts a large number of people to this complex, and the area of ​​​​the center is in good demand among tenants, which in general makes up a good amount in the owner's profit.

Trade specialists have calculated that the creation and maintenance of a leisure area increases the popularity of the entire complex by up to 30%. Hence, the price for rented space can be increased, which again leads to an increase in income.

Let us now consider each type of direction in more detail.

Simple entertainment center

The West has been using this type of organization, called “arcade”, for a long time, but we have also begun to pay more and more attention to it. This is a dedicated entertainment space in which those who wish can receive a number of additional services.

This area is filled with gaming equipment, you can’t buy food here. Nearby, you can usually find shops with souvenirs, where you should get game tokens - this allows you not to hire a cashier and not spend money on setting up a booth.

As a rule, you will not meet animators here, because all the attention of visitors is directed precisely to the machines. Gaming equipment is usually not updated - it works until its resource is exhausted. Taking this into account, it should be concluded that the cost of maintaining a leisure zone in the center may turn out to be insignificant.

Arcade leisure zones can be located in clubs of various types, bar halls, lobbies of almost any institution. On a site up to 300 square meters in size, it is quite possible to place up to fifty devices.

Family recreation center

Americans have established institutions of this type for a very long time. With all the best and we begin to take an example. These sites are designed for family pastime during the whole day.

Given the latter circumstance, the organizers of an institution of this type, in addition to the specific game task, should also think about food, that is, provide for restaurants or cafes nearby. This is usually arranged in the very center, but in order to save money, you can prepare buildings outside the city, having thought through the passage in advance. Some organizations operate their own colorful buses, which are free or at least not biting.

As the name implies, this establishment must carefully consider the choice of services available to any member of the family. A person of any age should feel not deprived here. The spectrum is the most diverse - from slot machines and fun rides to billiards, a bowling hall and a bar that sells various drinks.

But if family leisure is organized outside the city and there is enough space, you can also consider arranging karting, for example, or paintball competitions. The choice is up to you - there are plenty of interesting entertainments.

Animators will work with children, and adults can relax, for example, on a volleyball court. The equipment of such a center should correspond to your idea, you need to calculate everything - from complex machines to chairs in a cafe.

Children's entertainment center

This is the most amazing and most successful type. Children of all ages will find something for themselves here. The children's center is visited by both families and schoolchildren who resort to their favorite rides after class.

It is very convenient to celebrate any celebrations here - birthdays, school lights, to celebrate the victory in the competition, to hold various events that the younger generation may like. But the area will be required much smaller than in the case of the presence of services for adults - no need to arrange a bowling alley, arrange billiard tables.

The most essential thing here is the equipment for entertaining children. These are gaming devices, and fun rides for the little ones and the older ones. This site can be arranged both in a large shopping complex and in separate buildings, where the area is quite densely populated - an older child is not afraid to come alone.

Programs can be implemented by animators, and to provide food, a cafe providing a specialized menu for children should be provided.

Entertainment center for adults

We have not mastered this type of leisure yet. The Americans, however, developed it quite well. What can be offered to adults here for entertainment? A diverse range that can appeal to office workers, economists and managers, business people who decide not to immediately run home from work, but to moor to one cozy place.

Game devices, a range of alcoholic drinks, screens with broadcasts of sports matches and a number of others, a bowling alley, a billiards room, and other services designed for people who dream of relaxing after work. Of course, the place should be chosen purposefully - in the business part of the city.

What can be said about the financial side

When developing a business plan, you need to calculate in detail the costs required to open an institution, the approximate level of profit and payback time. The funds that will be needed to create such a business depend on the direction of the entertainment center, its location and other related conditions. This is a sum on a large scale - from two hundred thousand dollars to two million. A lot of money, but with a reasonable approach, they will return in a year or a year with a little.