KEZO: Brand Led Growth project

Core Value Proposition

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Understand the Product:

The product: Running activity and indoor play centers for kids in the age group 3-10

The product solves the below problems:

• Today all play zones are templatized copies focusing mainly on the physical activity/ engagement >> Create a truly exploratory zone for the child that goes beyond the physical
• Parents are constantly looking for new things to do with children/ engage the children >>Weekend outing zone for a couple of hours that acts as bonding time with a parent
• Parents today have no safe space to drop the kids for a few hours on the weekend >> Ability to leave the child in the center and wind down for a few hours/ run errands/ manage emergencies
• Today most places dont have a pre-booking option leading to queues/ waiting time>> Ability to pre-book online/ select and get assured slots for children

Benefit for children:

• An intellectually and creatively stimulating exploratory zone

Benefit for parents:

• Ability to drop a child for a few hours on the weekend
• With CCTV access/ watch the child

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JTBD for the brand:

The product is in an existing category of "Activity Center/ Indoor Play Area"

Differentiation from competitors:

• Children:
• • Truly exploratory experience for the kids
  • Focus beyond just physical: Creative & intellectual
  • Not overstimulating but exploratory
• Parents:
• • Ability to leave the kid (without parental presence in the playzone)
  • Trust borrowed from the parent/ Klay brand

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It is a push product - an exact equivalent does not exist in the market.

ICP:

• Married, Dual income, nuclear families
• 1-2 kids in the age range 3-10
• Urban residents / Tier 1 city residents
• HHI > 30 L
• Typically limited family / grandparental support to raise children
• Involved parents, interested in holistic development of the child, carefully curate enrichment and development activities for their child
• Careful & conscious about screen time / eating choices for their children
• Intend to spend conscious time with the kids evenings and weekends and often plan & curate outings, experiences and activities for the child
• But have extremely busy schedules and often dont manage to get quality time out for themselves or with their children
• Carry guilt about spending time away from their children and not doing enough for them
• Very aware of FOMO and peer pressure from other parents/ kids in today's uber competitive environment

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Core value proposition

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Brand Wedge

Category insights: nice to have

• Lack of differentiation
• Spaces over-stimulating not engaging
• Child can't explore independently

User problems:

• Parents: No safe space to leave children for a few hours
• Children: No engaging exploratory spaces

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User non-negotiables:

• Parent: Safety, trust
• Children: Engaging zone
• Location wrt home/ other activities

User Negotiables:

• Seamless basics: Booking/ cancelling/ payment / experience
• Some fungibility in timings/ dates

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Aspirations:

• Some downtime
• Get stuff done / get on top of their to-do list
• Feel like the super parent

How will the brand look?

KEZO will be cute and invoke curiosity but not gimmicky

How will the brand speak?

KEZO will be safe & fun but not childish

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How will your brand behave?

I am responsible, engaging & fun but am not overstimulating

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Apply brand footprint

The product doesn't exist yet- so sections 1/2/3 aren't relevant -applying brand footprint on copy/ visual design

Defining the application of the brand footprint

Visually:

• The brand will be synonymous with a fun/ shapey logo that generates curiosity among adults & children across ages can identify & engage with
• The brand will use soothing, muted colors/ lights & fixtures that allow a light, bright physical space
• The activities & zones within will generate/ add the interest element
• The brand will have a design language that distinguishes it from existing care centers

Copy:

• Underlying aspect of trust: Copy will speak to parents directly about trust factors (Legacy brand experience, CCTV footage)
• Build on trust with fun/ engaging content: But will also focus on highlight feature zones

Privacy policy:

• Same as parent brand and will not publish pictures online/ social media

Refund policy:

• Will be consistent with competition, and will offer limited refund for same day/ 24hr cancellations.

Spam policy:

• Direct 1:1 marketing channels such as WhatsApp/ email will only be used to highlight special events that add child age-specific value within their geos

Escalation matrix:

• Will deviate from existing and will connect to center head at L1 and product teams at L2

Cross-selling products:

• Will not be used by/ during pre-school to maintain exclusivity

Prevent mis-selling of product:

• Will be sold as an activity center and pricing will remain hourly
• Will not be sold as a trial product for preschool/ daycare

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