Business Plan

Executive Summary

Naturalkidz is a start-up indoor playground that offers a variety of services devoted to the physical, emotional and social development of children. We offer soft playground, golf, soft rock climbing, party planning, DIY bar and drinks & souvenir for children aged 0-9. Our playground has four areas, jungle, sky castle, mountain and beach, which greatly demonstrates its theme of nature. In addition, Natualkidz provides bilingual services to accommodate both local and foreign customers. We also commit to work with NGO in the neighborhood to organize CSR event at the playground. The activities are designed not only for children to have fun and to reinforce good social skills in a group play environment, but also to help parents host a wonderful and memorable birthday party or other special occasion events for their children.

Market
Naturalkidz differentiates itself from competitors in Shanghai by providing a natural, clean, and safe environment for children. Although there are around 140 indoor playgrounds in Shanghai currently, no single indoor playground has a theme. In addition, according to our market survey, 32% of parents complain that the existing playgrounds are not clean, and 50% of parents are willing to pay an extra to get a clean and hygiene environment. In terms of admission prices, indoor playgrounds can be categorized into three classes: low, middle and high end. Of 140 indoor playgrounds, only 5% falls in the high-end segment.

Customers
The customer segments can also be classified to four segments in terms of incomes of children’s families: (a) high income family (b) middle income family (c) low income family (d) foreign family. According to the 6th census of Shanghai, the population of 0-9 year-old children is 793,300. As well, Shanghai Municipal Population and Family Planning Commission estimates that the population is growing at an annual rate of 1~2% by 2017. Furthermore, the average per capita disposable income of... [continues]

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