I feel extremely fortunate to be a part of one of the worthiest and most impor-
tant service sectors on our planet — the field of early childhood education and
care. In my work as a child care business coach and marketing consultant, my
mission and passion have been to help owners and directors in this field gain
more control over their business. Through collaboration with these child care
leaders, I’ve been able to contribute to the growth and stability of high-quality
early learning programs. For me, nothing is more fulfilling than having a posi-
tive impact on young children.
Over the past few years, I’ve worked with hundreds of early childhood
business owners and directors around the globe. In some cases, I helped them
successfully build their child care programs from scratch. In other cases, when
they were struggling mightily during the economic collapse and on the verge
of shutting their doors, I helped them survive.
Based on what has worked for these child care leaders, as well as on twenty-
two years of studying small business marketing, I bring you here the best ideas
and strategies for growing your early childhood program in any economic cir-
cumstance. For some of you, that’s going to mean learning how to increase
your enrollment to fill your program to capacity — and then to manage a wait-
ing list to keep it full. For others, including those with already fully enrolled
programs, that’s going to mean improving your business skills, systems, and
return on investment to ensure you make the most of your marketing dollars.
Regardless, you’ll be glad you picked up this book!
In my experience, I’ve found that only 15 to 20 percent of child care lead-
ers have had any formal training in business-related topics such as marketing,
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