Starting a new business: KIDSBUS GmbH

Business plan

Term Paper, 2012

23 Pages, Grade: 1,0



Executive Summary

List of tables

List of figures

List of Abbreviations

1. KIDSBUS Services
1.1 KIDSBUS Transport Service
1.2 KIDSBUS Events
1.3 KIDSBUS Overtime and Easy Pick-up
1.4 KIDSBUS Additional Service

2 Roles and Management Team
2.1 Roles
2.2 Team

3 Market and Competition
3.1 Starting Situation and Customer’s Needs
3.2 Customer Structure
3.3 USP
3.4 Planned Locations for KIDSBUS
3.5 Competition

4 Marketing and Sales
4.1 Philosophy
4.2 Sales Planning
4.3. Place and Promotion

5 Business System and Organisation

6 Implementation Schedule

7 Opportunities and Risks

8 Financial Planning and Financing

9 Bibliography

List of tables

Table 1: KIDSBUS headcount development

Table 2: SWOT Analysis for KIDSBUS

Table 3: Development of total HR cost (2013 - 2017)

Table 4: Planned invest (2013 – 2017)

Table 5: Revenue planning for KIDSBUS (2013 – 2017, in Thousands)

Table 6: P&L statement for KIDSBUS (2013 – 2017)

Table 7: Cashflow statement for KIDSBUS (2013 – 2017)

Table 8: Foreign capital requirements

Table 9: Balance sheet for KIDSBUS (2013 - 2017)

List of figures

Figure 1: Age distribution of the customer group according to (Rübenach & Keller, 2009)

Figure 2: % of women working (with/without child/children) (Rübenach & Keller, 2009)

Figure 3: Revenue potentials for KIDSBUS due to average wages. Marked areas indicate regions with low rates of poverty (Spiegel Online, 2009)

Figure 4: A selection of potential competitors

Figure 5: Number of buses planned (2013 - 2017)

Figure 6: Planned number of KIDSBUS members in Munich and Hamburg (2013 – 2017)

Figure 7: Development of “kids-kilometer” (2013 – 2017)

Figure 8: KIDSBUS Overtime and Easy Pick-up: Development of “care-hours” for both regions (2013 – 2017)

Figure 9: KIDSBUS Event: Development of “care-hours” for both regions (2013 – 2017)

Figure 10: Organigram for KIDSBUS

Figure 11: Implementation plan for KIDSBUS

List of Abbreviations

illustration not visible in this excerpt

1. KIDSBUS Services

Below the 4 KIDSBUS Services are described. Three services are directly related to the bus as a mobile child care facility. The so called “KIDSBUS Additional Services” relate to the bus as a mobile marketplace. KIDSBUS services address children in the age group from 2 to 6 years and respectively for their parents. The safety and wellbeing of the children is always guaranteed by professional childcare personnel and safe environment in every situation.

1.1 KIDSBUS Transport Service

“KIDSBUS Transport Service” represents one or several morning routes in a city where children are transported to a child care facility or kindergarden. The double-decker buses drive from 7:00 to 9:30. Transport is organized from safe and logistically easy accessible focal points. Parents save up to 1 hour traffic time.

1.2 KIDSBUS Events

“KIDSBUS Event” is a pedagogically valuable play-environment inside and around a double-decker bus especially addressing the curiosity of children. It can be regarded as flexible baby-sitting on site (also on public events).

1.3 KIDSBUS Overtime and Easy Pick-up

“KIDSBUS Overtime and Easy Pick-up” can be regarded as a mobile child care. Children are picked up at a Kita or kindergarden prolonging the opening times to 20:30 and reducing pick-up times by transporting them to a logistically easy accessible focal point.

1.4 KIDSBUS Additional Service

“KIDSBUS Additional Service” is designed for parent´s convenience. To reduce the number of stops for special services for example laundry can be dropped-off in the KIDSBUS. The freshly washed laundry can be picked up at the child care facility or in the KIDSBUS Overtime in the later afternoon/evening.

2 Roles and Management Team

In order to run the KIDSBUS services several roles are necessary. Also the management team and the framework of their employment is briefly outlined.

2.1 Roles

The Managing Director (CEO) is responsible for strategy development and implementation. All public relationships and negotiations are prepared and conducted by the CEO. The job of the CEO is designed to have a high time invest at the start-up phase but will be a part time job during operation.

The Managing Director Finance, Sales and Marketing is responsible for all questions of Finance and Accounting. Additionally all marketing activities are coordinated by the MD Finance and Marketing. The job is designed to be a part time job.

Human Resources (HR) is designed to have a central operational role since reliable, trustworthy and well educated personnel is the key to meet the high quality standards promised by KIDSBUS . The staff (drivers and child care personnel) has to be recruited, trained and steered continuously. The job is designed to be a full-time job.

The Creative Director is responsible for the bus equipment and events. A permanent review of offers for exploration and play as well as ideas for events in and around the KIDSBUS is a key dimension for establishing a positive and creative brand association. The job is designed to be a full-time job.

Administration and Order Processing. These support function guarantees professional order handling and a permanent accessibility.

2.2 Team

The management team consist of the CEO, the MD Finance and Marketing and the HR representative. This team can be regarded as founding members and are partners who share a capital contribution to the company.

3 Market and Competition

The following section will give a brief overview over basic assumptions according the business field of child care relating to economic, political and social developments. Derived on these assumptions the customer structure and their specific needs are outlined.

3.1 Starting Situation and Customer’s Needs

Due to working requirements young parents and families probably will move more often. The lack of a supportive social structure regarding family and friends makes the integration of work life and parenthood more difficult. In the framework of increasingly volatile economic conditions couples could decide more often not to have a family. An even more decreasing birth-rate would bring our social system into trouble. A lot of political decisions try to counteract this effect. KIDSBUS could be an advertisement for local authorities to demonstrate their family friendly orientation. The mobile child care services offered by KIDSBUS help young families to manage the challenges of daily living. Flexible parents need flexible services. Dealing with children requires a maximum of trust and responsibility. Therefore only professionals with the best educational background are employed at KIDSBUS. The employees together with the additional services deliver what parents need: “Care and Solutions”.

3.2 Customer Structure

The figure below shows that the average age of the male and female customers has a peak at around 40 years.

illustration not visible in this excerpt

Figure 1: Age distribution of the customer group according to (Rübenach & Keller, 2009).

According to the empirical data gathered by Rübenach and Keller the number of classical family structures where the father earns the money and the mother stays at home and looks after the children decreased from ~40% in 1996 to ~30% in 2009 (Rübenach & Keller, 2009). While the number of couples with children is continuously decreasing the number of single parents was increasing over the last 10 years. The figure below shows that a significant number of young mothers stop working between the age of 21 and 39. The delta between them is up to 40%.

illustration not visible in this excerpt

Figure 2: % of women working (with/without child/children) (Rübenach & Keller, 2009).

3.3 USP

KIDSBUS is the only provider of integrated mobile child care services staffed with highly professional nursery teachers. KIDSBUS fully focuses on parents’ needs where both parents are working or the children are raised in single parent households.


Excerpt out of 23 pages


Starting a new business: KIDSBUS GmbH
Business plan
University of applied sciences, Munich
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ISBN (eBook)
ISBN (Book)
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starting, kidsbus, gmbh, business
Quote paper
Holger Bodenmüller (Author)Mark Forster (Author), 2012, Starting a new business: KIDSBUS GmbH, Munich, GRIN Verlag,


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