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SERVIECES MARKETINGASSIGNMET



Business Basics

Company Name Treehouse Education and Accessories

Founded in 2003

Headquartered in Mumbai

Company website/URL www.treehouseplaygroup.net

Industry Education

Stage of the company Scaling up

Source of idea Wanted it as an individual customer



Entrepreneur's Details

Name RajeshBhatia

Age 39

Hometown Mumbai

Family

background

First gen

entrepreneur

More than 1company?

No

Education Masters

Graduated

from

Pune

University

Former

employer

Indsec

SecuritiesLtd.

Former

designation

Investment

Banking



Business description

ree House, founded in June 2003, is the

largest chain of pre-schools in Mumbai

and the largest player in the self run pre-

school market in India. The company has

grown from 5 centers with 150 students

in April 2006 to 50 centers with 2,500

plus students in May 2008. The company

plans to open an additional 150 schools

within the next two years.



Competition

Competitors Kidzee , Eurokids ,Applekids, Bachpan,Educomp, Thousands ofMom and Pop

establishments

How different is your product orservice? It has...

Substitutes that differin function

In what way is yourproduct or servicedifferent?

We are the only playerwith majority ofcentres being self run.The competitions runpurely Franchise models



Key attributes of the Tree House HR policy are:-Professionally run organization.-Open and friendly work environment. Everyone has access toseniors across all levels.-Safe work environment with round the clock security.-All women work environment.-Better than Industry pay scales.-The Tree House follows a policy of rewarding merit andperformance giving preference to existing employees for senior

positions within the organization.-Full range of retrial benefits offered.-We support innovation in the work place.-We empower people to run their functions in the best possibleway-BETTER THAN INDUSTRY PAY SCALE

OFFERS TO THE EMPLOYEES



THE TARGETING AND

SEGMENTATION-The TREE HOUSE targets and segments mainly:-

« kids according to the age group- play group 1 1/2 to 2 ½-junior k.g 3 to 4 ½

- senior k.g 4 to 5 ½-summer camps for school students

ADULT -training for mothers-teachers training

SO THE MAIN TARGET IS THE FAMILIES ,WITH WORKINGPARENTSOF MIDDLE CLASS AND UPPER MIDDLECLASS



THE MARKETING MIX OF

THE TREE HOUSEPRODUCT:-PLAY GROUP for toddlers-JUNIOUR & SENIOUR K.G-SUMMER CAMPS

-TEACHERS TRAINING-MOTHERS TRAINING

PRICE:-Comparing to the competitors, TREE HOUSE is providing the mostreasonable fee structure-less amount for quality grooming-Rs.7000 admission fee-penetrating pricing



PLACE:- They have around 140+ schools all over India

- In Maharashtra, Ahmadabad , Chennai , lucknow, rajasthan-all the kindergartens are nearby to the residential areas . Sothatthe kid will not have to travel longer-It is like a home near to the home

PROMOTION:

-they depend highly on promotions-advertisements are used extensively-it is a brand building exercise for the company- Strategy of marketing is the education they provide-also a great deal of word of mouth publicity from parents whose -

-children are studying with them or have passed fromthe TREE HOUSE



PEOPLE:-An essential ingredient to the service provision, is the use of appropriate staff -Well trained faculty-They have curriculum experts-The non teaching staff are also properly trained and carefully recruitedin order to ensure the quality of service

-Each school have max . Of 20 teachers & 150students-One teacher handles 15 students.

PROCESS:-the systems used in the organization-stress free procedures-even apply online-a team which shares the founders vision and believes in the future of the company



PHYSICAL EVIDENCE:-Standard quality infra structure--well equipped class rooms--playing equipments of top quality-- branded furniture and accessories- own brand t-shirts and mugs

-Books-Busses for transportation-Beautifully landscaped garden along with the center



ONE OF THE ADVERTISEMENTBY A COMPETITOR



Franchise India Media (FIM): What is the start-up story behind Treehouse?Rajesh Bhatia (RB): Treehouse originated from my own need as aparent. I was looking to take an admission for my son, and found thatthere was a lack of quality pre-schools in the city. I sensed an

opportunity to build a business and offer a differentiated service andthats how the 1stTreehouse was set up.Treehouse was setup with theintention of providing world class pre-primary education at affordableprices, at a center near the childs home.

FIM: What was your prior occupation?RB : I was an investment banker prior to setting up Treehouse. As part of my role, I used to guide companies on how to look for niche business to

grow in, how to run their business efficiently and how to build theirbrand. Hence, when the thought of opening a preschool grew on me, I used all my professional experience and skill in buildingTreehouse towhat it is today. Opening a preschool gave me a perfect combinationwhere I could fulfill my entrepreneurial urge while at the same timemake a meaningful contribution to society

AN INTERVIEW WITH RAJESH BHATIA,THEFOUNDER



FIM: How did you finance your start-up operations and howlong did it take for the company to become self-sustainable?

RB : I set-up the 1st center from my savings understood thebusiness. After that, we grew exponentially year on year. Most of the growth came from internal accruals.The company becameself sustainable on an operating basis within 36 months of starting.

FIM: What have been the key marketing and brand building

strategies for your business?RB :We advertise heavily and will continue to do so. Theadvertisement is more of a brand building exercise. Our mainstrategy for marketing is the education we provide.We providequality best-in-class education at reasonable prices, large centresclose to childs home, well trained teachers and curriculum whichis designed by in house curriculum experts. Our admission

process is stress free for parents.We have great word of mouthpublicity from parents whose children are studying with us, orhave passed out fromTreehouse.



FIM: What are the challenges that you have faced in yourentrepreneurial journey so far and how have you dealt

with them?RB : One of the main challenges an entrepreneur faces isputting together a team which shares his vision andbelieves in the future of the company. Secondly, Iwantedcapital to grow the company. Iwas very fortunate to meetup withMatrix Partners and Foundation Capital, my private

equity partners, who share my vision and have invested inTreehouse.

FIM: What is your growth plan for the coming 3 threeyears?RB :We plan to grow within the preschool space and takeour dominance inMumbai to other cities as well. Gainingfrom our expertise in operating preschools on such a largescale, we will also open full fledged formal schoolssometime in the near future.

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