Research your market and develop your childcare offer

Research local demand and talk to families to understand what childcare they need. Use this information to shape your offer, identify what makes your setting different and set sustainable prices.

On this page

Research local childcare demand

Consider how many childcare places are available locally and whether there are gaps in the market.

Use the Nottinghamshire Childcare Sufficiency Assessment 2025 [PDF] to understand local childcare provision and identify possible gaps.

Nottinghamshire Insight

Use Nottinghamshire Insight to explore population trends, local demographics, unemployment figures and other local statistics.

Go to Nottingham Insight

Your Notts Directory

Use Your Notts Directory to identify other early years and childcare providers in your area and research competitor activity.

View all service listings (Your Notts Directory)

Talk to families

Gather information from families who already use your service. You can use a survey or speak to parents and carers individually.

An online survey tool, such as SurveyMonkey or SmartSurvey, may help you collect responses.

You could ask existing families:

  • Why did you choose our setting?
  • Does our current offer meet your needs?
  • How did you find out about us?
  • Do you follow us on social media?
  • How often do you visit our website?

Gather information from prospective families too.

You could attend local toddler groups to promote your setting and collect information through face-to-face or online surveys.

You could ask prospective families:

  • What will be important to you when choosing childcare?
  • What time of day or year will you need childcare?

Use feedback to improve your service

Give families regular opportunities to provide feedback.

Feedback can help you identify:

  • potential issues
  • gaps in your service
  • changes in family needs
  • areas that may need further investigation

Use what families tell you to review and develop your childcare offer.

Define your childcare offer

Be clear about what you offer parents, carers and children.

Use information from surveys and other feedback to make sure your provision meets the needs of families and the local community.

Look at your setting from a parent’s perspective.

Consider:

  • the facilities you offer
  • the quality and qualifications of your staff
  • the philosophy or ethos of your provision
  • opening times
  • location
  • flexibility
  • your fee structure

Identify your unique selling point

Your unique selling point, sometimes called a USP, is what makes your childcare provision stand out.

Your unique selling point could include:

  • being located on a school site, making drop-off and collection easier for families with older children
  • offering longer or more flexible opening hours than other providers
  • opening for more weeks of the year rather than during term time only
  • allowing families to stretch early education funding across the year
  • having a high adult-to-child ratio

Additional services can also help your setting stand out. These could include a cookery club or dedicated music sessions.

You could offer additional activities on days when occupancy is lower to attract more children to your provision.

Set and explain your prices

Set fees that support the long-term sustainability of your business and allow you to deliver your business plan.

Do not significantly undercut other providers. Very low fees can sometimes be associated with poor service.

Consider:

  • whether your service provides value for money
  • how you demonstrate that value to existing families
  • how you explain that value to prospective families
  • whether your fees cover the cost of delivering your childcare offer

Your fees should reflect the quality, flexibility, facilities and additional services your setting provides.