KEZO: Brand Led Growth project

Core Value Proposition

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

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

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

JTBD of the brand is to solve for Education (relevance and need) while deriving trust from the parent brand

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

Core value proposition

For busy parents and children who want creative and intellectual exploratory spaces, Kezo will provide an exploratory & safe playzone

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

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

Aspirations:

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

If category perception is that this is not safe to leave children alone, and the user feels hesitant to leave children alone, Kezo will always ensure that trust & safety is paramount.

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

How will your brand behave?

I am responsible, engaging & fun but am not overstimulating

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

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: