SAMPLE MARKETING PLAN
I. Executive Summary
This plan will summarize the launch of a new service that would cater to children
2-12 as well as their caregivers in the Newnan, GA area. Currently, there is not a
sufficient supply of quality entertainment for children. We want to provide a modern
space that supports independent and group play amongst children, avoiding the use of
technology and encouraging the use of imagination. Caregivers would be able to remain
on premises, but trust the care of their children to our staff. They could then utilize their
free time as they wish, all while being able to view their children through a glass wall.
We feel that our current business, a coworking space, has provided us with good
knowledge of the market. Connections formed through this business as well as our
background in education, will enable us to create this service better than someone just
entering the market. Current competition does exist, but serves a different segment of the
market. Their service is a lower cost and quality. We will be able to bring value to the
market through this service, benefiting our customers in ways that other businesses
aren’t. It will be a one-stop shop for children’s entertainment, providing both a play space
and a learning space. With a price of $15 per visit and discounts for monthly and yearly
memberships, we can meet the needs of our customers in a flexible way. To ensure that
the launch of the service goes well, we want to do both a soft and hard launch. The soft
launch will allow us to refine the service prior to launching to the open public. With these
efforts, we expect to reach a net income of $46,700 in our first year.
II. The Business Challenge
The challenge we see in the market is that there is not a sufficient supply of
quality entertainment for children 12 and under. Creating a space that entertains and
challenges children, both physically and mentally is our goal. This new service would
cater to children ages 2-12, as well as their caregivers. We want to create a modern, well-
equipped, flexible space that allows children to independently explore and learn,
unplugged. Children would have access to an indoor obstacle course, playground, books,
music, educational toys and classes. Their caregivers would have access to a soundproof,
glass-walled room from which to view their children, but to also have some “me time” to
relax, catch up on work, or meet other caregivers. They would not have to commit to a set
amount of days or hours spent with us. We want this to be a place that is accessible and
flexible to meet the ever-changing needs of our customers. We plan to collaborate with
playground and décor design companies to make the most of our space, utilizing square
footage in the best way possible.
III. The Market
Children – ages 2-12, living within a 15-mile radius of zip code 30265,
seeking entertainment of various types in one location
Adults – any age; living within a 15-mile radius of zip code 30265;
caregivers of children; disposable income to spend on entertainment; seeking high
quality entertainment for their children, seeking an “unplugged” lifestyle, a
flexible schedule, some “me” time while knowing their children are being taken
b. Company analysis:
• Existing coworking business in this market
• Educational background
• Prior experience developing work space that will transfer to
development of play/learning space
• Leadership to focus on two businesses
• No prior experience developing children’s programming
Space Design – We will partner with Landscape Structures to design a
one-of-a-kind indoor play space that encourages age appropriate development for
2-5 year olds and 6-12 year olds. We will research and interview a variety of
design companies to assist in the modern décor design of our learning space to
ensure correct ergonomics and aesthetics for the children.
Program Design – We will hire consultants who specialize in Elementary
Education and Physical Education to help us design our programming.
Distribution/Marketing/Selling – This will all be handled internally by our
part-time and full-time staff of about 10 people.
This would be considered our most direct competitor due to the variety of
programs they offer. Children Connect’s mission is to engage children and
families in the joyful discovery of connecting to the world around them through
meaningful play. We have similar missions and values, but our service will be a
higher quality service. This business is very small, requires adult supervision for
most daily activities, and has limited programming. They do have future plans to
expand; however, the type of programming they provide is different than ours will
be. While they may react to our launch by expanding their programming quicker
than planned, we do not foresee any issues with this on our end. Our consumers
may overlap somewhat, but our quality and angle we’re taking will differ enough
to each attract our own segment of the market. We do not want to hurt their
business, but simply offer a new level of entertainment attracting a different
segment of the market (childrenconnect, 2019).
e. Business Climate:
• Utilize current coworking customers to gain customers and spread
information about our new service through grassroots marketing
• Offer an indoor play space for hot summer months and cold winter
• Provide a flexible offering that allows customers to not have to
commit to a monthly or yearly fee, increasing our potential market.
• Create a place that people come to in order to unplug, committing to a
movement that encourages children to be imaginative and social
without the use of technology.
• Businesses in the surrounding area, who currently focus on only one
form of entertainment or education, expanding their offerings.
• Parents being tentative about their children adjusting to an
• Issues with programs that we develop or injuries during play.
IV. The Strategy
a. The Strategy:
We wanted to serve an underserved area of the market we are currently in.
Children do not have enough quality entertainment in our market, but this new
service will address this issue. The strategy of creating a new product for an
existing market we’re already serving is called Product Development. We feel
that the knowledge we already have about this market will help us create this new
service in a way that other businesses just entering the market would not be able
to. While there are other markets surrounding us that could also use this service,
we want to focus on our current market to introduce and perfect the business
model before we would consider market development later on down the road.
Diversification would be too risky for the level of investment required for this
type of service. We know our current market and feel comfortable with the level
of commitment and investment required of this service due to our experience in
The value this service will bring to the market is that it will be a one-stop
shop for children’s entertainment, providing both a play space and a learning
space. Children will be able to play in a unique environment without technology,
increasing their social skills and confidence in their abilities. Exposure to new
subjects will add to their experience as a child, possibly fostering a love for a new
subject and aiding in their career choices as an adult. Adults can relax knowing
their children are being cared for and challenged while they take some time for
themselves or connect with others.
b. The offering:
• Indoor play space catering to ages 2-5 and 6-12. There will be two
custom play spaces designed for each age bracket in mind. The 2-5 age
group will have a variety of small obstacle course type structures and
other structures fit for their age with plenty of space for imaginary play
and reading. The 6-12 age group will have a large multipurpose play
structure with typical playground activities, obstacle course structures,
books, and simple toys. We want the activities to be ones they can’t
find at a typical playground, but also somewhat familiar. The design
will be modern and simple. Creating these custom structures will allow
us to have a mesh of the two, familiar but challenging. We want to
encourage group play and have activities that keep the children’s
attention, time after time. A child will tire of any toy, but if group play
and imagination is at the center, the activity will be new each time!
Instructors will be charged with keeping the spaces safe as well as
suggesting group play activities throughout the day. Cleanliness is a
top priority, which is a secondary reason we are going to have simple
structures and toys, ones that are quick and easy to clean.
• Classes that cover a variety of subjects like art, music and theater,
which some children are not getting enough exposure to in school, as
well as some unique skills to teach children such as Imagineering and
problem solving. Classes will be offered for ages 2-5, 6-9, and 10-12.
Class subjects will be on a weekly rotation.
• Caretaker space with one-way window for viewing of children and
soundproofing (caretakers would need to remain on premises). Space
will include comfortable seating, outlets for computer and phone
charging, a few workstations, and complementary bottled water. Once
a week, we will host a caretaker session in this room to foster
community and support. The topics during these sessions will range
from motivation, budgeting, self-care, and free discussion.
• Children are able to play in a unique environment without technology,
exercising their bodies and minds. This will increase their social skills
and confidence in their abilities.
• Children can learn about subjects and skills not offered at all or as
extensively as other subjects in their schools. This exposure will add to
their experience as a child, possibly fostering a love for a new subject
and aiding in their career choices as an adult.
• Adults can relax knowing their children are being cared for and
challenged while they take some time for themselves or connect with
• $15 per visit – Covers all day play and classes. Slightly higher than
competition due to higher quality and programming, while still
maintaining an affordable price for children’s entertainment.
• $100 monthly membership – Covers all day play and classes,
unlimited days within a month. $20 discount based on average of
visiting 2 times per week.
• $1100 yearly membership – Covers all day play and classes, unlimited
days within 1 year of sign-up. $460 discount based on average of
visiting 2 times per week.
c. The communication plan:
Launch – We will host a soft launch and hard launch. The soft launch will
be invite only. It will be utilized to gather initial thoughts and make improvements
prior to the hard launch to the open public. We will extend invites to local
influencers, educators, leaders, and entrepreneurs who have experience working
with caregivers and children. We will do so through leads from our existing
networks as well as social media. We will reward their attendance with a free 3-
month membership card, so that if they like it, they can return with their children
and continue the experience, encouraging them to share what they like about the
service via their channels of influence. The soft launch will also prepare us by
helping us to refining our target market and ensure we are ready for a specified
launch date. The hard launch will be a widely-marketed, week-long launch. We
want it to be a week-long event because we want to present each of our programs
as a part of this launch, not just a few on a single launch day. We will market this
grand opening calendar for at least 1 month, inviting people via social channels,
influencers, schools, and key partners that we build throughout the creation of this
service. We will post grand opening materials in our windows and hand out invite
cards the week leading up to the grand opening. The grand opening calendar will
be a sampling of all programs we’ll offer on a monthly basis. Programs offered
this week will be a sampling and, therefore, shorter, to allow for more people to
be able to preview more of our service during this week. Regular fees will apply.
Ongoing – Our primary methods of communication moving forward will
be social media and our website. We know that remaining top-of-mind to our
consumers is key and having an active, relevant social media presence is crucial
in this effort. We will plan a monthly social media calendar 2 months ahead of the
prior month to ensure our communications are consistent, yet vary in content. We
will host giveaways to free visits and classes through social media. Ensuring that
our website is user-friendly and offers the information our consumers are looking
for is vital. It will be simple and always up-to-date in hopes of cutting down on
unnecessary communications and misunderstandings. We will offer live chat on
the website to ensure ease of communications. Customers will be able to sign up
for our monthly newsletter via our website, which will include the current
month’s calendar as well as any news, including improvements or changes to our
We will have only one location in Newnan, GA. Customers will be able to
come in anytime to play and learn in our open spaces. They can reserve spots in
classes ahead of time or walk-in if there is still an open spot.
Renovation of Space (structural and paint) $30,000
Play Space Equipment and Supplies $15,000
Class Space Equipment and Supplies $7,500
Caretaker Space Equipment and Supplies $500
Office Space Equipment and Supplies $1,500
Part-time Employee Pay $62,400/year
Full-time Employee Pay $62,400/year
Play, Class, Caretaker,
and Office Space Supplies $5,000/year
$337,500 Year 1 (average of 50 children per day 9 months/year
and 150 per day 3 months/year; 25 days per month)
$290,800 Year 1
Short-term Net Income
$46,700 Year 1
Long-term Financial Goals
Increase average children per day by 50% within 3 years.
c. Other resources required
$5,000 to fund a focus group to gather information from local influencers,
parents, caregivers, educators, leaders, etc.
Thank you for taking the time to read our marketing plan. Our community has a
need for higher-quality child entertainment, and we believe that we have created a great
solution, one that we serve both the children as well as their caregivers. We hope you will
support our goals and help us meet them through monetary investment in this service.
Please reach out with any questions.
childrenconnect. (2019). childrenconnect. [online] Available