Find Your Niche

Business is hard. It's a fact that if you are self employed you have a much higher chance of not earning enough income to sustain your lifestyle. Daycare providers definitely fall into the lowest earning category of the self-employed. We are forced to maximize our provincial or state occupancy limits in an attempt to hold our heads above water. In the current climate of lay offs, employment insurance ending for spouses, and rising costs of everything from the beans to our morning coffee and the bread we toast many providers find their income is becoming an important component of the household earnings.

Daycare providers everywhere are struggling. Some of us have been fortunate to remain full but only by chance. In reality we are all two terminations away from financial disaster. We no longer have the luxury of being quite as picky with whom we accept into care. For some of us it comes down to listening to screamer boy for the eighth straight week or not pay the mortgage - not really a choice at all.

On-line classifieds everywhere are flooded with daycare provider advertisements. A great many of these advertisers are 'recession providers'. All these financial opportunists aside, it seems one of every two long term, serious providers has an opening they can not fill. If you take a moment to browse through your local Kijiji ads you will notice that they are plentiful and all share a common theme. Perhaps it's time to become crafty, unordinary, and exceptional.

Daycare is very much a niche market. Whether you want to admit it or not you, as an individual provider, offers a niche. There is something about you, your credentials, your set up or your philosophy that make parents chose you over all of the other providers. The proof lies in the children you have in care today. Every one of those children has a parent; a parent who chose you instead of the provider down the street. There is something about you that was preferable to the parent. Find that something and use it to your advantage.

I have a niche and I use it well. As a food Nazi I take my uptight stance on all things junk food and use it to my advantage. I serve an all organic menu. I offer a toxin-free environment. All of these specifics make me special; they set me apart from other providers. When I type out my classified ads I emphasis my menu and my lifestyle philosophy with the hope of attracting like-minded individual. My ad also includes free, downloaded graphics pertaining to my niche that are bold and apt to catch the eye of anyone scrolling through the myriad of ads presented to them.

Everyone has a niche. The key is to figure out what it is and tap into it. Perhaps you have a professional certification. Maybe you have longer hours or accommodate shift workers. Like me, perhaps you serve all organics. Whatever is special about you take it, tweak it and market it. You might be surprised at the response.

I haven't always used my niche as a marketing tool. It is only recently, in the past year that I have strived to only attract like-minded families. The results of niche marketing are amazing. There is a big difference between my relationship with those families I have accepted into care in the last year and those who are still lingering around from a few years back. My most recent additions share my philosophy on the important aspects of life - nutrition and academics. I no longer accept parents who want me to shove kid-friendly hot dogs and academics down their childrens' throats. Instead, they are happy to know their child was served peas and asked to eat those peas. They are happy to know their child explored and played and found answers to questions when they thought those answers to be important. None of the newbie parents ask me "what did they do today?". The new parents are happy. They share common expectations and I meet those expectations with joy and gratitude at being able to do so.

Yes, niche marketing works. Today, while browsing Kijiji I noticed another daycare provider using my niche to her advantage. And to think I was naive enough to assume exclusivity. What a fool I am. Perhaps this new provider is observant and knows my success with this niche secret. Whatever her reason I know one thing for sure - I must now revamp my ad as I have competition.





For concerns, advice or suggestions I welcome your email at judytrickett@yahoo.ca