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parents are pleased with the way their children are thriving at your center, they will tell their friends. Good providers in clean, safe and appealing centers are in high demand almost everywhere.

Yellow Pages -- Directory advertising is completely different from other forms of advertising. It is for people who are ready to buy. Other media deliver readers, viewers or listeners; directories deliver buyers. Include as much information as possible in your directory advertisement as people frequently make decisions based on the information in directories.

As with any print media, be sure your entire market is covered by the intended directory with minimal waste. ! Classified ads -- Place an advertisement in the classified section of your local newspaper. Announce your opening in the business section as well as other feature sections. Many people read the business and classified sections of the newspaper during their commute to and from work. Placing an advertisement in these sections increases your clientele base.

Know the Competition A cardinal rule of effective marketing is to know your competitors. Assess their operations and find a way to beat them. Many entrepreneurs mistakenly believe that their competitors consist solely of firms that offer similar services or products in the same geographic area. However, they may also include any business vying for the same clients.

Your estimate of competitors should include all those who offer related services. They may be in the same geographic area or another area that is accessible to your clients. To determine the competitiveness of your market, find out 1. What businesses offer child care service.

2. Who your major competitors are, both direct and indirect (e.g., child care centers accessible to your clientele).

3. How long your competitors have been in business.

4. How your center will benefit the clients more than your competitors' centers.

5. If there is a need for additional centers in your area or in an area that is easily accessible?

6. How competitors' centers are similar to or different from yours.

7. What your competitors' strengths and weaknesses are.

8. How competitors' businesses are faring.

9. How competitors will act when you enter the market.

10. What competitors' managerial abilities, financial situations, facilities, reputations, etc. are.

Financial institutions and investors often place heavy emphasis on potential competition when deciding to fund a new business. Whether or not you apply for a loan to finance your center, it is good to know as much as possible about your competitors.

Sources of Market Information