OUCE255 ENTERPRISE - TASK 4

I have been researching my competitors and have come across a few relevant points. I have used the Internet and word of mouth to see what similar businesses are out there.

Fortunately I have come across only 1 art based summer camp in West Yorkshire, which will benefit my business.

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I feel that there is a big gap in the market for an art based summer camp in West Yorkshire and through my research I have confirmed this. The businesses I have found are directed towards customers looking for specialist camps. My competitors will benefit me as I feel my service offers a broad aspect of creative aspects, which hopefully will attract a wide range of customers.

I have found opportunities for my own practice through research. A number of these are: -
- I found that the website is very important. I will be using many visuals, which will attract both parents and children.
- It is important to contact with camp search directories. For example http://www.summerfun4kids.co.uk/index.aspx
This will increase my chances of customer finding my website.


Due to the lack of art based summer camps situated in the West Yorkshire area, I found it hard to complete a SWOT analysis. The camps I came across did not have direct websites but used contact telephone numbers to communicate. I have decided to look at a broader range of summer camps around the uk in order to analyse and evaluate.

Kids Klub uk - Adventure camp

STRENGTHS
- Offers day camps aswell as oppourtunities to camp overnight.
- Attractive website
- Info for parents
- Branches - available for childrens parties
- Includes a number of centres

WEAKNESSES
Price - £120 per week - Costly

RISKS
Creative aspects:-

Banner Painting
Boomerang Making
Bracelet Making
Circus Equipment Making
Clay Models
Creativity
Face Painting
Hama Beading
Henna Body Painting
Kite Making
Mod-roc Masks
Painting
Pizza Making
Theme Day Decoration Making
T-shirt Painting & Dying

KidsKlub UK is a good example of the type of business model I would try to aim for. Although there would be a number of differences I feel that KidsKlub uk has a number of interesting concepts and offers a very broad range of features. For example, the creative camp takes on a number of diverse activities such as boomerang making. I would like my art camp to stir away from the traditional fine art and introduce modern aspects.

Using the swot analysis has helped me evaluate my business through benchmarking. I have learnt a number of things from analysing my competitors.

OUCE255 ENTERPRISE - TASK 3

I will promote myself through a number of marketing roles.

Advertising - The advertising approaches I plan to tackle will predominantly circulate around Newspaper/Magazine adverts & Internet portals such as websites. The advantages of using newspaper/magazines as my marketing communications are: -
- Can be long lasting
- Low cost per head. One advert in a newspaper can be circulated.
- Adverts sectioned allows customer to get directly to the service/product.

There are a number of disadvantages: -
- Not environmentally friendly
- Costly
- Difficult to measure its success rate and if its going out to the right audience
- Takes dedication and determination

An innovative way to promote my business through my two marketing strategies is to direct my advertisements straight towards potential customers and to find the right interface. I will approach direct marketing through local newspaper inserts. I will apply to place my adverts in newspapers, which has a higher chance of being read by local community parents than a businessman who won't benefit from my enterprise. : -
(Dewsbury Reporter, Huddersfield Daily Examiner, Ilkley Gazette, Keighley News, Halifax Courier, Telegraph & Argus (Bradford), This Is Bradford, Wharfedale Observer(Otley), Yorkshire Evening Post,Yorkshire Post)

Internet is another strategic plan in marketing my business. Customers are increasingly turning to the Internet to research, compare prices of products and buy online. Without using the Internet, you could loose valuable customers.
Internet is effective for a number of reasons: -

- Information is shared with the masses
- Easy to network
- Provides contact details
- Can answer enquiries from potential customers
- Visual
- 24 hour sales tools

Using my skills as a practitioner, I will produce a website that best sells my service. I will do this by: -
- Obtaining a recognizable & easy to spell domain name
- Build a professional looking website
- Make the website easy to navigate
- Build up email list (contact/enquiry information)
- Send updates/email newsletters to existing customers and prospective customers
- Optimize website for search engines

My service will be providing a small number of promotions such as discounts for families and introductory offers to build existing relationships and attracts other customers.
The customer wants to hear that you are confident in your business and will be providing a reliable service. The customer would also like to hear what your service has to offer and which new products you will introduce. Discounts and promotions will be useful, as well as prior customer feedback and experiences.

I will be placing my product/service in an advantageous place, which will be easily accessible to families in local west Yorkshire communities. I will choose a location that does not have high levels of crime and will enable parents to feel that their children are in a safe environment. I will consider the location relative to streets, parking and other businesses and which kind of space I would like to rent.

My service will be providing a customer enquiries and complaints contact, which will enable me to provide good customer service and take action on customer feedback. This will be beneficial for my business because it may change my business model. I may also be more open to new opportunities and will work on desire improvements.

OUCE255 ENTERPRISE - TASK 2

Targeting my market.

MY POTENTIAL CLIENTS:

-Located in West Yorkshire.
-My potential clients media outlets: The average person living in the UK interacts with:- Internet, Magazines & Newspapers, radio and TV. I plan on using Internet, Magazines and Newspapers as my advertising outlet as i feel these are the best possible way to reach my ideal customers.

Communicating with my clients: I will need to communicate my service with parents (buyer of service) as well as children (user of service). I plan to do by producing advertising that could attract both customers through my media outlets.

* PEST ANALYSIS


Political

- Child protection legislation
- Schools providing summer camps to their students
- Changes to the skills required being a teacher
- Self-management
- Health and safety legislation
- Confidentiality
- Increase in Swine Flu
- Environmental issues (use of paper, recycling etc)

Economical

- Local consumer demand
- National booms and depressions
- Local unemployment - Affordability (Ability of parents)
- Ability to invest ’savings/ surpluses’
-Cost of providing resources: -
- Location
- Competition

Politics

- Change in qualifications expected - examples: - CACHE NVQ Level 3 in Health and Social Care (Children and Young People).
- Increase in Swine Flu
- Local population changes
- Demographic changes//Children’s needs (English as a second language etc.)
- Staff training

Technology

- Changes to standards/ equipment required
- Paper based books as materials

SEGMENTATION ANALYSIS

Customer type - User of product:

There are a number of influences affecting the lack of summer camps in the UK.

- The up rise in Swine Flu in 2009
- The rise in TV and video games
- Economical factors - credit crunch

OUCE255 ENTERPRISE - TASK 1

WHO AM I - WHO ARE THEY?

I am a visual communicator who has studied art for 10 years and has experience in teaching children enjoyable creative processes and techniques.

Art based summer camp for children -


I will provide the ultimate creative experience and a unique opportunity for children to learn art based and leadership skills through activities that are challenging, informative, and innovative. I feel that many children situated in the UK haven't had the opportunity to creatively channel their skills. Providing a summer camp will enable children across Northern England to gain confidence in their unique abilities as individuals as well as provide them with a wide range of enjoyable activities.

1. Core product - Entertain & Educate children

2. Tang product - Summer Camp

3. Augmented product - T- shirts, Extra activities, Door to door transport, Residential.

The benefits of my product are substantial within many local communities. With figures insuring child related crime on the increase, I feel that this product will benefit communities and will limit the unhealthy influences in these communities.

Features include:-
-Educational learning through art based activities
-Interacting with a diverse group of children
-Self esteem building & team building skills
- Sport activities
- End of camp exhibition

I will focus on areas situated in West Yorkshire. I have chosen West Yorkshire because of the small number of art-based camps in the area. The majority of camps situated in this area are directed around sports and do not fill the gap in the market for products similar to mine. This is beneficial for both my customers & I.

I feel that Leeds would be a convenient area in West Yorkshire to set up 'Camp North'.
- City - More transportation services, easily accessible

Pricing Strategy

*The price of my product will range from 60-70 pounds per child per week.

• Cost of resources (including rented space) :- from 500-1,000 pounds

• My sales stock cost- around £100 per week.


PROMOTION

- Advertising through local community papers

Dewsbury Reporter
Huddersfield Daily Examiner
Ilkley Gazette
Keighley News
Halifax Courier
Telegraph & Argus (Bradford)
This Is Bradford
Wharfedale Observer (Otley)
Yorkshire Evening Post (Leeds)
Yorkshire Post (Leeds)

- Reduced prices for families

The nature of your business

1. Business name - Camp North

2. Business activity - Provide an art based summer camp for children aged 6-12

3. Mission statement

"To provide the ultimate creative experience and a unique opportunity for children to learn art based and leadership skills through activities that are challenging, informative, and innovative. We believe Camp North provides an opportunity for children to gain confidence in their unique abilities as individuals as well as provide them with a wide range of enjoyable activities."

Business objectives
- Atleast 25 children to take part
- Get 'Camp North' recognised and stabilized
- Generate profit
- Build Relationships with Parents - customer loyalty

Achieve sales targets by
-Increasing advertisement in local papers and around the environment. Target area which would benefit your business.
-Offering reduced prices for families
-Introducing testimonials (Qualifications, Character etc)

New services
-More emphasis on raising self esteem
-Encouraging an inquiry appraoch
-Design an up to date web site
-Raising confidence by being more of a communicator.

5 year plan
-Expland the number of camps in Britian - following the same mission statement.
-Provide a resource for finding out how to help youths.

Employees

-Camp Director
-Camp Administrator
-3 x Camp Counsellers

(Qualified First Aider)



Legal status of your business-
Sole Trader

What are the advantages
- Total Control
- Personal service to costumers
- Cheaper and easier to start up business
- Privacy against competitors (earnings)
- Can offer specialist services
- Can cater to needs of the local community
- Keep Profit (not including the 5 employees salaries)

2. Resources

1. Service that provides:-
• an educational and self esteem building experience
* Interaction with other children
* Produce art work
* Activeness
*

2. What resources do you require?
- A space/location to rent
- Art and sport equipment
- Chairs
- First Aid box
- Whiteboard
- Educational material
- CD player


• Cost of resources (including rented space) :- from 500-1,000 pounds

• My sales stock cost- around £100 per week.