Deca Project

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I. Executive Summary

Description of Business: Children’s Discovery Center has been in the childcare business for almost eleven years. The daycare center starts their day at 7:00 a.m. and ends with parent pick-up at 6:00 p.m. The Children’s Discovery Center is a family owned business, owned by Mrs. Anne Caspar, and managed by her son, Mr. Justin Caspar. Mrs. Caspar has been in the childcare industry for over 29 years. Children’s Discovery Center’s target market includes parents with children ages birth to twelve. Research Methods:

1. Personal Interviews (2) 2. Customer Survey (25) 3. Websites (5) Problem:
Children’s Discovery Center’s website is not very user friendly and does not grab the viewers’ attention. Children’s Discovery Center does not have an internal technology employer, therefore; they are not able to update their website continuously. Findings| Analysis|

1. 75% of survey respondents believe that the informational tabs are helpful.| Tabs being on the website helps many of the customers get a better understanding of the business. | 2. Over 75% of the customers that viewed the website said one of the weaknesses is the organization of text. | The main page of the website contains too many unrelated topics in one page. It would be better for the information to be separated into separate parts. | 3. Most of Children’s Discovery Center customers learn about the childcare center by word-of-mouth.| Although, word-of-mouth is one way people find out about businesses, this shouldn’t be the only way. The Children’s Discover Center should explore different types of advertisement.| 4. Some of the employees were aware of the website, but have never seen it.| The employees should know more about the website because they are advocates for the business. |

Proposed Strategies:
1. Include more information about staff, classes, etc.
2. Measuring customer satisfaction and loyalty to improve sales and profits. 3. Add mobile version for busy parents.

I. Introduction

A. Description of the Business or Organization

Children’s Discovery Center has been located on 5511 Avent Ferry Road, Raleigh, NC 27606 for almost eleven years. The daycare center starts their day at 7:00 a.m. and ends with parent pick-up at 6:00 p.m. The Children’s Discovery Center is a family owned business, owned by Mrs. Anne Caspar, and managed by her son, Mr. Justin Caspar. Mrs. Caspar has been in the childcare industry for over 29 years. She realized that there was a need for more daycare businesses when her children were young. She started off as a teacher, at a three hour daycare in two churches for four years. She then moved the center to five different locations. Mrs. Anne Caspar majored in elementary education with a degree focus ranging from Kindergarten thru ninth grade. When we interviewed the owner, Mrs. Caspar stated, “I realized that I can make a difference in children lives. The most important time to give children the most attention, love and care is when the children begin school.” Her main goal in the future childcare service is to continue to give children the best childcare possible. This family owned business provides child care service for children from four weeks old to twelve years old. The infant classes through the three year old classes are divided into four month age intervals. The four and five year old preschool classes are divided into six month age intervals. Children’s Discovery Center provides before school and after school care for school aged kids. The daycare also has a summer program that school aged, five to twelve, can attend. The Children’s Discovery Center currently has fifty teachers. There are two teachers per classroom. The teachers have many activities for the children that attend Children’s Discovery Center. These activities are created to help teach the child different things through songs, games, stories,...
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