Entertainment complex business. Family leisure center

The ideal business for a young mother is the opening of a children's playroom. Often the thought of this matter comes to mind for those who have a child (or even several children) in their arms, who have nowhere to take to have fun or nowhere to leave for an hour or two. After analyzing the market, a lady with entrepreneurial ingenuity understands that this problem relevant not only for her. The baby boom, which began thanks to state support in the form of maternity capital for a second child, makes the niche of children's entertainment very interesting in terms of doing business.

The following business plan "How to open a children's playroom" will clearly show what a novice entrepreneur needs to pay attention to at the stage of preparing a business in order to continue to carry out effective activities.

It cannot be said that a children's room is a highly profitable business. Being engaged in it, the entrepreneur is unlikely to pay back the invested funds in a couple of months. However, this is a fairly stable enterprise, since demand for it falls only in summer months when the main flow of customers basks on a warm city beach or leaves the city altogether.

Given the summer outflow of customers, it is advisable to open a children's playroom in early autumn.

Market analysis and competitiveness assessment

In order for investments in the business not to disappear forever, it is necessary to carefully study the current situation in the field of children's entertainment. So, it is important to find out:

You can find out if there will be a demand for the room's services by posting ads about its opening. If calls or messages on social networks are received in response, then the idea is relevant. If there is no interest in the announcement, it is possible that the market is oversaturated, the population of your city is too small, or there is a low purchasing power of citizens who are not ready to pay for your services.

The analysis will help the entrepreneur to assess the feasibility of entering this business. If he showed that the service of the children's playroom will be in demand, you should proceed to the process of registering it.

How to open a playroom for children: registration

Any activity that makes a profit, according to the law of our state, must be taxed. In order not to violate the law, we should contact the tax office for paperwork. For this business, it is preferable to register as, because, firstly, it is cheaper than, and secondly, an individual entrepreneur can receive some tax benefits.

A license to provide general education services is not required, which greatly simplifies the task.

A visitor to the game room must receive from the operator cash receipt or blank strict accountability. Most often they use forms that are ordered at any printing house.

There are no official requirements from the licensing authorities yet, so we are doing everything possible so that there are no claims against the business during possible checks:

• the room must be ventilated;
• disinfection should be carried out once a week;
• children with visible symptoms of infectious or colds should not be allowed to visit;
• to keep order and deal with children should be a person without a criminal record and, preferably, with teacher education: teacher, nanny or caregiver kindergarten, graduates or undergraduates of pedagogical colleges, universities and colleges.

What do you need to open a children's playroom?

Deciding on a placement

One of the most important factors in organizing this business is its location, because the profitability of the business ultimately depends on how many children will attend the playroom.

When choosing a location for a children's room, entrepreneurs most often stop at two accommodation options:

• in a large shopping center. Stopping at the shopping center, the entrepreneur determines his choice by a large flow of people. Parents can leave their child and shop in peace. The owners of shopping centers also understand this, so sometimes, having an empty area, they make concessions in terms of rent: they significantly lower the rental rate or even provide space for placement for free. The option of paying rent with 10-20 percent of the profit is also being considered;
• room opening in a residential area interesting because a large number of people in a densely populated microdistrict of a metropolis do not have enough time to overcome a long road, often with traffic jams, to shopping centers. Therefore, it is quite convenient for them to have a small children's room close to home, kindergarten or school.

When choosing a room, you need to pay attention to some details:

• if we are talking about a shopping center, then the room should be located near the entrance, and not at the very end of the corridor, where not every parent with a small child reaches;
• if we are located in a residential area, it is ideal to rent the first floor of the building. It's great if you have access to a separate entrance, for example, from the end of the building;
• the room itself should be spacious, bright, with a good finish, the room must meet all the requirements of the firefighter and Rospotrebnadzor;
• toilet rooms should be located either in the rented premises, or in close proximity to it;
• The area of ​​the room must be at least 30 sq. meters.

The area of ​​the room depends on how much you are willing to pay for the rent and on the estimated one-time number of children present. If you plan that ten children can be in the room at the same time, then twenty square meters of area will be enough.

We decorate the interior of the game room

It is no secret that children love everything bright and colorful, which is why the interior of the children's playroom is designed in accordance with the preferences of young customers. We categorically do not recommend adding black and not juicy dirty tones to the design of the game room.

The playroom must have at least two zones: for active games and a recreation area. If birthdays, parties and themed tea parties are going to be held in the room, the room should have the appropriate equipment, or at least a place for it.

Game room and its equipment

When purchasing the necessary equipment for a playroom, it is necessary to be guided by the direction of the business, with which the entrepreneur must already decide by this time based on the data obtained during the market analysis.

If the bulk of future visitors will be between the ages of one and three years, the room should be soft in the truest sense of the word. Here, literally everything is made of stuffed material. These are houses, and various designers with large details, and soft puzzles.

Older children will appreciate the area where you can draw and sculpt from plasticine. There can be tables and chairs, easels, cabinets with all the necessary materials.

The main cost part is the purchase of children's multi-level labyrinths with many obstacles, slides, ladders, pears, ropes, etc. Bright slides made of extra-strong carbon fiber are especially pleasing to children, as you can slide down them into a special dry pool with thousands of colorful balls. By the way, in the dry pool, in addition to pleasure, children also receive a full body massage.

Many people place small inflatable trampolines or sports nets in the nursery, as children of all ages love to jump.

In addition, attention should be paid functional furniture: sofas, armchairs, hangers for outerwear, cabinets for books and materials, shelves for first shoes, a table for staff, etc.

It is no secret that the more diverse the equipment of the room, the more interesting it will be for children. Therefore, only your own imagination and available funds can limit here.

Recruitment

You need to start looking for staff to work in the game room one and a half to two months before the proposed opening. Engaging the wrong person to work sometimes entails unpleasant consequences: mistreatment of children, lack of order in the room, damage to equipment, and even withholding proceeds from the owner. Therefore, it is important to approach this stage as responsibly as possible.

Of course, the ideal option is to work in the game room yourself for two to three months. Then, having studied the whole process “from the inside”, it will be easier to find staff and subsequently control it. The easiest way to find an employee is to post a job posting on a job board.

In addition, in order for an employee to love children and be able to communicate with them, he must perform the following tasks:

• ensure the safety of children while they are in the playroom,
• conduct introductory mini-excursions, showing the kids what and where is located,
• monitor the correct operation of existing equipment,
• keep the room clean and tidy.

Financial part

So, we figured out how to open a children's playroom from registration to equipment. What are the financial costs and expected profit?

The purchase of all the necessary equipment will require from 200 thousand rubles at least to one and a half million maximum. Plus, to the primary expenses - registration as an individual entrepreneur - 5,000 rubles, minor cosmetic repairs of the premises - about 10,000 rubles.

In addition, there are fixed costs, such as:

• rent of premises - from 10,000 to 100,000 rubles, depending on the chosen location;
• salary for employees of the metropolis, given that they will work in two shifts - 2 people * 15,000 rubles each = 30,000 rubles; wages in a small town - 7-8 thousand rubles.

The cost of visiting a children's playroom by a child varies from 100 rubles to small town up to 200 rubles per hour in a large metropolis. If we consider that in a large shopping center, on average, 5 people per hour visit a room, the revenue will be about 10,000 rubles for a 10-hour shift. In a small settlement, the statistics of visits are less pleasant: 10-12 people visit the room a day, respectively, the daily revenue will be 1000-1200 rubles.

By doing the calculations, we find that average profit in a city with a million population will be about 200 thousand rubles a month, and in a sparsely populated area - about eighteen thousand rubles.

So, as the business plan of the children's room shows, in order for it to be profitable, it is enough to properly analyze the market, find a good location, purchase high-quality equipment, recruit staff and conduct a good advertising campaign. Thanks to the above actions, the opened game room will have regular customers, bringing a steady profit to the business owner.

Bonus

If a business related to children is a direction in which you want to devote your time and succeed, look at inexpensive franchises that allow you to purchase a ready-made business for a small amount, such as selling unique toys.

Thus, it provides entrepreneurs with the opportunity to start a business selling unique modern dolls. They are made from environmentally friendly, high-quality materials. Handwork unique and aesthetically pleasing. The products are in great demand, therefore, they will bring high profits to entrepreneurs.

A franchise worth 59 thousand rubles offers profitable terms. Partners will receive their own online store, step by step instructions, catalogs of dolls and dresses for them and much more. Cooperation will be the most profitable, since businessmen will need a minimum of effort to advance.

• Recruitment
• business technology
  • • • Similar business ideas:

According to some reports, the growth of the market for entertainment complexes and amusement parks is more than 30% per year. The volume of the market in terms of money is estimated at 15 billion rubles. In the coming years, the active growth of this business area is predicted. At the same time, the entry of new players is still quite free - as experts note, market saturation does not exceed 20%.

The greatest potential for opening a children's entertainment center in the regions are cities with a population of up to 500 thousand people. This fact is due to the fact that small towns there is a shortage of cultural and leisure infrastructure. At the same time, the level of income of the population is gradually increasing.

How to start opening a children's entertainment center

Starting a business starts with a search suitable premises. The most common location for entertainment centers are large shopping centers. It is understandable. The traffic of popular shopping centers, especially on weekends, is very high. Many visitors go with families (parents and children) - these are potential customers of the entertainment center.

Entertainment centers in shopping centers are also convenient because parents can not only make purchases, but also entertain their children. The process of shopping for children is very boring and tiring, they need more play and movement. That is why shopping centers willingly allocate space for the placement of gaming complexes. Due to this, the attendance of the shopping center is increasing, the revenue of stores and departments is growing. Everyone is satisfied.

To accommodate even a small park, an area of ​​​​150 m2 will be required. As for the size of the rent, this figure depends on many factors. The main ones are the regional affiliation of the shopping center, its popularity, the floor on which the gaming complex is located (the 1st and 2nd floors are the most expensive). The cost per 1 m2 can vary from 500 to 5000 rubles.

But not only shopping centers are the "ideal" location for the entertainment complex. It can be a separate building, and not necessarily in the city center, but somewhere in a residential area. For example, a tandem in the form of a cafe + an entertainment complex (mazes and game rooms) shows itself well. There are even regional networks that develop this direction.

What equipment to choose for a children's entertainment complex

An equally important question is how and with what to equip the entertainment complex. How not to get confused among the variety of offers on the entertainment equipment market?

In many respects, the complete set of equipment will depend on the location of the entertainment center and on the size of free space. The most common equipment for children's entertainment centers are:

— Trampoline complexes, labyrinths, dry pools. These are perhaps the most popular attractions in entertainment centers, which not only bring joy to children, but also develop their dexterity, coordination and courage. Therefore, parents are happy to lead their "children" to such places. If the area allows - be sure to set;

- Game video simulators. Also an equally important attraction that has no age restrictions. A big plus of video simulators is that they are interesting not only for children, but also for their parents. Allow the whole family not to be bored;

- Prize machines - should also be included in the list of mandatory equipment. Allow children to win various prizes, toys and sweets. It adds interest and excitement to children, and of course increases the revenue of the entertainment center.

Here, perhaps, is the main set of what can be installed in the entertainment center. If the area of ​​the room allows, then it will not be superfluous to install an air hockey game, a playroom for the smallest, a children's cafe, billiards (for adults) and even a bowling alley.

Room area up to 100m2

If the area of ​​the room is small, then you will need compact equipment - about 5 children's rocking chairs, mini-attractions, crane machines, air hockey, prize and video machines. The vending machines should be equipped with bill acceptors and coin acceptors, or arrange with the nearest cashier to sell tokens.

Room area from 100m2 to 500m2

On such an area it is possible to place the same equipment, which is presented above, only in more. You can also add a line of ticket machines and organize the issuance of prizes in exchange for prize tickets. Depending on the available space, it is possible to organize children's Cafe for holidays, install a playground and a labyrinth. This will allow you to receive additional revenue.

Room area over 500m2

In a room of more than 500m2, you can install the entire list of equipment listed above, but in even more quantities. It is possible to install larger rides. Ticket machines are recommended to be installed in an amount of at least 15 pieces or 30% of the entire list of equipment. The same is true for video cameras - at least 25%. The presence of a labyrinth and a cafe is a must. In a room of more than 1000m2, you can already think about installing a billiards and bowling alley.

What taxation system to choose for an entertainment center. What OKVED code to indicate

A license to operate an entertainment center is not required. As organizational form can be used as an individual entrepreneurship (IP), and a legal entity (LLC). The taxation system is simplified (USN). When filling out an application for registration, indicate the OKVED code 92.34.3 "Other entertainment and entertainment activities." And do not forget that within 5 days after registering the activity, you must write an application for the transition to a simplified taxation system (this can be done directly with the submission of documents for registration). Otherwise, you will stay common system taxation with all the consequences.

Recruitment

Depending on the scale of the business, it will be necessary to employ at least an accountant, a cashier, a technician (from 2 people) and an operator (from 2 people).

If it is planned to organize a cafe, then the cafe administrator and bartenders are added to the list of staff. The average wage fund of a small complex: 100-150 thousand rubles per month.

How much can you earn from opening an entertainment business

Any businessman opening a new business is interested in the issue of investments, business profitability, and of course the payback of this project. Based on the above options for completing entertainment centers, depending on the area of ​​​​the premises, we calculate the estimated profitability of the business in 3 formats.

As can be seen from the table above, the more investments are invested in the project, the higher the business profitability and return on investment. This is due to the fact that with the growth of the number of services, the popularity of the center, its attendance grows, and each visitor spends more and more money.

Features of the entertainment business

When organizing an entertainment center, it should be borne in mind that this business is seasonal. The decline in attendance is observed in summer period time when children spend more time outdoors. Almost all the proceeds at this time go to rent and pay wages to employees.

With the onset of cold weather, everyone is drawn to the premises, and the revenue of entertainment complexes is growing accordingly. Therefore, opening a business should be carried out either in early spring, or late autumn- in this way, you can beat off a significant part of the costs in the first months of the entertainment center.

How much do you need to start a business

Financial investments for the opening of a children's entertainment center consist of several components:

• lease of premises, purchase, construction;
• purchase of inventory;
• plan-design and its arrangement;
• recruitment;
• related costs (may be associated, for example, with the summing up of communications), etc.

What documents are needed to open

To legally open a children's Entertainment Center would need:

1. registration as an individual entrepreneur (submission of an application of the established form, payment of the state fee, photocopy of all pages of the passport of a citizen of the Russian Federation) or legal entity(here the package of documents expands significantly). The first option is much cheaper and faster;
2. a contract for the lease or purchase of premises, an object, the construction of a building;
3. contract for the supply of necessary accessories and equipment;
4. employment contracts;
5. contract for the export and disposal of waste, etc.

Internal documentation:

• employment contract;
• collective agreement;
• price-list;
• instructions on the rules for the provision of services;
• order of behavior of visitors, etc.

Do I need permission to open

To open a children's entertainment center, you will need a lot more documents than the above. Additionally, you will need to contact the sanitary station and get permission from her. In addition, questions arise with permission from the fire inspectorate. And this is only a fraction of the necessary documents.

business technology

The business technology for a children's entertainment center is somewhat different from adult entertainment venues.

It is necessary to take into account child psychology, therefore, special equipment is required, equipment that will not harm the child. We need an employee who will be responsible for the safety of children and much more.

* 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.

Birth rate growth, popularization 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 kids club is to help the child develop the necessary personal qualities, skills, talents that will make him a successful adult in the future.

The premises are rented for the implementation of the project with total area 150 sq.m., located in a residential area of ​​the city. 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 fund working capital until the project is paid off. 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 last years Rosstat notes 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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Peak 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 private sector 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 total number 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. Amendments to the bills and adopted by the Government measures 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, salary employees and the cost of the 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 language, 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 sessions and expert advice.

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 kids club format provides wide choose services provided. To decide on their list, you need to form the concept of your club ( family club/ school of creative development / preschool education or other 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 visit (usually, this is due to more high costs on the wages 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 favorable conditions to develop 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 the group or profile should be diverse, including not only organizational issues and advertising of the club's services, but it should also contain useful information - these can be tips for learning, 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 an ad in schools, public kindergartens and other places of congestion target audience.

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) Placement of 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 can be a free trial class or a video surveillance service that allows parents to follow the progress of their child's classes online.

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 advertising 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 in social networks VKontakte and Instagram, where it will be placed useful information about various club services, promotions, events, reviews, etc. 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 area to organize multiple classes and flexible class schedules. 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 government bodies. In accordance with Art. 91 of the Federal Law "On Education in the Russian Federation", additional education 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 Regulation on Licensing Educational Activities”: “Educational activities carried out by conducting one-time classes various kinds(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 activity are not licensed." 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, fire alarms, fire extinguishers, proper lighting, comfortable temperature regime 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.

For reference 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 interchangeable 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 one class it will be enough small room with soft carpeting, others will require an equipped classroom.

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 a 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. 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. Administrator requirements are limited high level discipline, responsibility, communication skills. Their responsibilities include receiving calls and letters, recording clients for classes, forming groups, scheduling classes, maintaining groups on social networks, and 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 teaching materials and the formation of 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 deductions is determined linear 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, constant monitoring of the market, the presence of a customer loyalty program;

An increase in the cost of rent, which will lead to an increase fixed costs and may affect the financial situation. 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 a priority, it can be excluded in order to save 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 business reputation establishments and cause 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, obtaining feedback from clients of the institution and taking corrective actions.

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, one should pay Special attention formation competitive advantage, especially the pricing policy, marketing strategy, as well as the creation of a flexible system of 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.

Say that the consumer in the current difficult time greedy for "exclusive", of course, it is impossible, but nonetheless. 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 affects the dynamics of market growth not in better side, 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.

• Where to begin?
• Room selection
• Required documents to open
• Necessary equipment
• Business payback

Are you a beginner businessman who wants to open his own business that does not require special knowledge and brings pleasure and joy? Opening a children's entertainment room is what you need. In this business, the main thing is to create an atmosphere of celebration and fun. Children's entertainment is a very profitable business, it is very difficult to save money on children, sometimes it is sometimes impossible. Children are the flowers of life, parents always want to please their children and give them pleasure. There is always a stable demand for this type of service. In this article, we will consider small business plan on the topic "How to open a children's entertainment center from scratch."

Where to begin?

First you need to decide what exactly you want to open. If you want to open a children's development center, for this you will need a lot more time and money. This is argued by the fact that you will need a license to conduct educational activities, recruit appropriate personnel, develop or purchase mandatory teaching methods. With the opening of the children's entertainment center, everything is much easier. An entertainment room will require several employees, thanks to this, at the first stage you will save on salaries, perhaps you can even perform some functions yourself. Required knowledge in order to open a children's entertainment center from scratch is not required, you also save on obtaining a license.

Room selection

The choice of premises is a very important parameter that affects the payback and profitability of a business. The entertainment room should be located in a place where there is a large flow of people. If you decide to open your business in a big city, then it is advisable to choose large shopping centers. Young parents coming for shopping will be able to leave the child in the children's entertainment center for at least an hour. Moms-girlfriends who came for shopping will leave the children for two hours. Children quickly get tired of shopping and walking, so a children's room with entertainment will serve as a salvation for parents. If you decide to open a business in a small town, then choose a place near kindergartens, near playgrounds. In small towns, it is rare to find entertainment centers for children, so this can be a great idea for starting a business.

As you know, shopping is an addictive activity, but it depends for whom. It is extremely uninteresting for children to do this, and, therefore, if you have no one to leave the child with, then exciting shopping will not work. The child is unable to do the same thing for a long time. He needs to move and discover the boundaries of the unknown. Today, as a rule, this does not cause much of a problem due to the existing game rooms.

Game room

Children's entertainment centers appeared on the territory of the Russian Federation not so long ago. Approximately ten years ago, when large shopping centers were founded in the country, there was an acute shortage of preschool institutions. Parents had nothing to do but take their children with them everywhere. The creators took into account the needs of visitors, finding a lifeline to solve the problem of opening game rooms. The establishments quickly gained popularity and received wide use. The idea of ​​leaving the child in the playrooms and enjoying shopping freely has appealed to many parents. In turn, seeing the rapid popularity of this type of activity, Russian entrepreneurs hastened to fill the entire Russian market with a profitable niche.

What types of playrooms are there

What are the rooms by direction:

1. early development. Children from 1 to 2.5 are brought here.
2. physical development. Here they do rhythmoplasty and fitness with children from 2 to 6 years old.
3. musical development. Children from 2.5 to 10 years old are brought here.
4. Development of speech or intelligence. Designed for ages 3 to 6 years old.
5. creativity. Children from 3 to 10 years old are engaged.
6. Game room, designed for a long stay, if parents need to leave on business.

Game room types

If you are interested in the question of how to open a children's playroom, then, first of all, you should know what plans they are. The most common of them:

1. Soft ground. It looks simple and is cheaper. This option is suitable for offices, banking institutions, beauty salons, etc.
2. Jungle, consisting of pipes, ropes, swings, ladders. The complexes are much more expensive, but the children are more interested in them and they want to spend more time there.

Goods and services for children are always in great demand, as parents want to please their child. They fulfill all requests sparing no expense. For this reason, any business related to the development and education of the younger generation will be successful. The only thing to consider is that working with children requires pedagogical, psychological knowledge and good experience. Therefore, if for parents, playrooms become a salvation, then for entrepreneurs, this is a great way to start a business. There are two options for using game rooms in business:

1. Opening a game center as an addition to an existing business y. That is, if you already have a good restaurant business, where customers with children often come, then it makes sense to provide good leisure time for both parents and their kids.
2. Opening a children's room as a separate business, whose services will be in stable demand.

Game room in the mall

All you need is to draw up a detailed business plan with accurate calculations, taking into account all the necessary investments, payback time and approximate profit. If you approach the creation of a plan wisely, this will help to avoid mistakes and financial failures in the future. You need to take into account the following main components:

• rent price;
• renovation of the premises;
• purchase of the complex;
• hiring.

At first glance, it seems that opening a game room is simple, but do not forget that for this, you need to collect a full package of documents, permits from authorities and funds for unforeseen expenses. It will take several weeks, and sometimes more, to collect the necessary papers and seals, but this is if you come across some corrupt official who finds fault with everything for the sake of profit. The entrepreneur must be aware that the requirements for children's playrooms have been increased by the inspection authorities, so you should familiarize yourself with the following documents:

1. Recommendations for finding children in children's playrooms, they were developed by the Moscow Consumer Market Department.
2. View whether the equipment complies with safety regulations and GOST standards.
3. To study the law "On the protection of consumer rights".

To open a game room in a shopping center, you need to take into account a lot of nuances.

Moreover, there are pitfalls in any business and an entertaining children's room is no exception. To ensure that your plan does not go bankrupt, you need to thoroughly study all the nuances of the case. If you are planning to create a room as an accessory service to some institution, then you should not worry about the flow of customers. Usually people do not sit there for hours, therefore, the flow of children will move quickly, but will arrive constantly and throughout the year. But if you want to start a business separately, then you need to take into account the fact that people visit shopping centers less often during the warm season, since it is preferable to spend time outdoors. Starting a business in May is a great chance of failure. Therefore, it is better to start from the beginning of autumn.

Read also: How to open a recruitment agency: business plan

Children's playroom business plan

A well-designed business plan will help you recoup your investment and make a profit in a short time.
Stages of a business plan:

1. Idea selection, competitor analysis, project profitability.
2. Organizational matters.
3. Cost Report.
4. Promotion and advertising.
5. Profit.

You need to open a game room in crowded places

Profitability and locations

The choice of a suitable location is of great importance. It is not only about major cities but also in small towns. Business is equally suitable for absolutely all territorial points. But of course, if you plan to seriously develop in this area, then it is better to pay attention to the number of city residents when organizing game rooms.

As the statistics show, one entertainment room is enough for every 100 thousand inhabitants. That is, if in the selected locality lives under 200 thousand citizens and two gaming centers are already flourishing, then it would be pointless to open a third point. Accordingly, with a population of less than 100 thousand, the business will not be in demand and will hardly justify the investment. Thus, the profitability of the game room is closely related to the place of its foundation and placement. In order not to fail, you must first analyze the situation in the market. That is to find out:

• what centers exist in the city;
• What age group do they serve?;
• what is the cost of their services;
• what kind of marketing is being used by competitors;
• How busy is the room;
• What are the reception hours.

In addition, for a more accurate analysis, you can conduct a social survey via the Internet. Publish the news about the opening of the game room in the newspaper and see how many customers respond. A preliminary assessment is required if the market is oversaturated or the population of the city is small.

Rooms should be spacious

Game room space

It is necessary to take care of finding a suitable room in advance. You should look either in a residential area with good traffic, where there are no competitors nearby, or in some large shopping center, supermarket, shopping mall, since such places are always full of people. If the choice falls on a crowded, but at the same time sleeping area, you will need a good advertisement for the establishment and a room on the ground floor. It must necessarily have a bathroom, a sink, individual heating, good ventilation and lighting. Business in such a place will go only if the main part of the passing audience will be: parents with children aged two to six years. Complexes with all necessary communications are in special demand, as they can be a separate building or site closed type with different entertainment areas. They have: all kinds of slides, pools, musical instruments, all for drawing and much more.

Speaking of shopping centers, your neighborhood will be optimal with children's departments or a cafeteria. With a good organizational process, opening a leisure room in such a location will be beneficial for both the tenant and the tenant. Here, the funds invested in the business will quickly pay off, because the initiators of visiting shopping centers are children. And parents are always interested in proper organization leisure time for your child. In addition, not only customers can leave children in the playrooms. shopping center but also those who live nearby. The only catch is that it is not easy to get a site in the shopping center, advantageous places are always occupied or prohibitively expensive.

Don't forget about interesting design game room

What should be the leased area of ​​the premises?

The area of ​​the rented premises for one child must be at least two square meters. meters. That is, for 15 kids you need to rent a site of 30 square meters. meters. This minimum size rooms. Renting less will simply be unprofitable. Such a room will cost from about 50,000 rubles, despite the fact that about 150 rubles will be taken from a child per hour. The cost of such premises will pay off in about six months.

If you are planning to combine a game room with your main business, for example, creating a play area in a beauty salon, an area of ​​​​12 square meters will be enough for you. meters. Middle game room stands one whose area is not less than 75 square meters. m. This room can accommodate up to 70 children at once. To rent a room with such an area, you need about 1 million rubles. If 50 children are admitted daily, then the monthly profit is up to 80,000 rubles. The business pays off in a year, this is taking into account a well-chosen place.

So, to open a standard center, you will need six rooms with a bathroom. Each should be from 15 to 20 square meters. m. This means that the entire room must be 150–180 sq. m. m. Look for premises specifically for rent for a period of at least three years. Buying a site is inappropriate. Although it is better to immediately look for a place with the right to buy. In the event that you find a room, but it is solid, you can simply delimit it with plasterboard partitions. It will not be possible to indicate the exact rental price, since it is different in different regions. Let's say one thing, that the average rental figure with repairs ranges from 150,000 rubles per month.

Divide the room into zones

In principle, there are no serious requirements for the room, the only thing in it should be spacious and have enough space for toys and all kinds of complexes. It is necessary to equip the complex not only with toys for kids, but also with everything necessary for the staff. The space itself will be correctly divided into zones:

• reception for parents;
• hallway;
• bathroom section.