Beehive is a treasured experience for children and beyond doubt meets demands of parents, who insist on the best preschools. In a talk with Ekta Verma, Nishant Garodia’s, Director, Beehive, explains the vision and success of Beehive.
Tell us about Beehive. What is its USP?
Beehive is envisioned to be a model early childhood centre helping each child to blend easily from an informal learning setup to a formal educational environment. It aims to be a professionally managed state-of-the-art centre, meeting top standards in surroundings, hands-on teaching techniques, child-centric learning tools and equipment. It is a treasured experience for children and meets demands of parents who insist on the best preschools. Beehive’s USP is its flexible business model, easy to choose format as per investment options, value proposition to build the market as per territorial requirements, premium setup, thematic classrooms and child-friendly infrastructure.
How suitable is the brand for the Indian market?
The potential of India's preschool education market is still largely untapped, and it hasn't reached even a tenth of the child population in the age group 0-5 years. Looking at the Indian demography with its complexities, quality franchising with appropriate franchise model is the right way to quickly expand, access and increase the supply of good quality preschools across the country.
Today parent’s seek quality preschool education but somehow miss this vital link due to unavailability of space, time and opportunity. I feel Beehive would serve a valuable purpose in preparing children for the next level of education in formal schools. We started working on the concept about a year ago and are now geared to take this to the next level.
What is the brand's franchise model in the country?
Beehive works on a flexi-integrated model. We have a bouquet of products that comes under ECCEd umbrella. A franchisee can pick and choose the products he wishes to run as per his location and investment.
How many locations are you targeting for franchising in India?
We plan to open a network of 200 schools by the end of 2016 fiscal, with a pan-India presence.
What is the area and capital needed to partner with the brand, as a franchisee?
A total investment of Rs 7-10 lakh and a minimum area of 1500 sq. ft. carpet are required to start a two classroom centre preferably on ground or 1st floor. Interiors should be as per Beehive branding and design template.
What kind of marketing and training support do you provide to your franchisees?
Technical knowhow, operational guidelines and support are provided through various manuals and trainings. Along with strategies, launch promotion and support value oriented curriculum is maintained for all programmes. Franchisees are also trained to use local strategies for optimum admissions.
Could you share with us the break-even and RoI for the benefit of potential franchisees?
Roughly, a franchisee can expect break-even with 25 admissions in the preschool.
What are the challenges for your brand in India?
I believe there is a sturdy competition from local as well as branded players. There are new entrants as well. The market remains much unorganised and the main challenge is lack of awareness in tier II and III cities.