Market Analysis Report for the YMCA Sports Program

Sports Programs of

Hang Truong

PA 5587

YMCA’s of Greater KC

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I. Introduction

II. Description of the YMCA

a. History of the YMCA

b. History of Sports in the U.S.

III. Demand for Sports Programs in the Greater Kansas City Area

a. Age Group

b. Driving Distance from YMCA Locations

c. Dominant Tapestries

IV. Supply for Sports Programs in the Greater Kansas City Area

a. Location

b. Category of Sports Programs

c. Types of Sports Programs

V. Actionable Recommendations

a. Age Groups 3 to 9

b. More Partnerships with Schools

c. Daycares

d. Preschools

e. Pediatric Dental & Physician Offices

f. Hispanic population

g. Other marketing suggestions

VI. SWOT Analysis (Strength, Weakness, Opportunity, and Threats)

VII. References

VIII. Appendix

a. Table 1. Total Population for Ages 0 to 4. b. Table 2. Total Population for Ages 5 to 9. c. Table 3. Daycares in the area. Target market for ages 3 and 4.

d. Table 4. Preschools in the area. Target market for ages 3 to 4.

e. Table 5. Pediatric Dental & Physician Offices in the Area. Target market for Ages 3 to 9.

f. Table 6. Top 20 Zip Codes with the highest Hispanic population according to 2012 ESRI

demographic data.

g. Table 7. List of Competitors by NAICS Code 711211.

h. Figure 1. Tapestry Definition for Boomsburb

i. Figure 2. Tapestry Definition for Suburban Splendor

j. Figure 3. Tapestry Definition for Aspiring Young Families

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I. Introduction

The Young Men’s Christian Association (YMCA) has been experiencing a decrease in participation in their

sports programs for the past 6 years. However, participation in their bitty programs has increased. They

would like to know how they could increase participation in their programs. About 20% of the sports

program participants come from external sources, meaning they are not members of the YMCA. Finding

out a way to increase this percentage will most likely increase the number of participants in the sports

programs.

II. Description of the YMCA

The YMCA focuses on strengthening the community by providing activities for members to improve any

personal goals they may have and provide a social environment for the community. The first YMCA in

the United States was opened in 1851 in Boston, MA. The YMCA has been around for more than 160

years, improving communities and providing services at reduced rates. The first Kansas City YMCA

branch opened back in 1860. In 2011, the Greater KC YMCA branches served over 174,000 people in our

community.1

Sports programs in the United States have also been around for a very long time. The Little League

organization for youth baseball has been around since 1938, youth football league Pop Warner since

1929, Biddy Basketball since 1951, and U.S. Youth Soccer since 1974.

The YMCA first started providing sports programs in the mid 1970’s by offering Youth Men’s Basketball

first and other sports thereafter.2 When comparing the YMCA to other establishments, they were a few

decades behind on offering this type of service for the community.

The perceptions of each participant in sports programs and sports leagues differ from one another.

There are different perceptions and motivations for wanting to participate in a sport. They range from

just being healthy and active to being the best league in the city. Some sports programs do not give

awards for being the best team and are just participative. These programs are most likely geared

towards individuals who are not driven by competition and just want a way to stay healthy, active, and a

part of a community. On the other spectrum, there are leagues that keep score and competition is

fierce and is a driving force for being involved in sports.

According to U.S. News3, there has been a continued growth in sports participation for the last two

decades. However, in more recent years, the participation rates have increased, but at much lower

rates. The lower rates are attributed to budget cuts at the school levels for sports programs.

The YMCA was not the only organization forming sports programs for the youth of America. There was

a big boom of competitive sports that emerged in the mid 1970’s. Demand for sports programs during

this time period was high, and for decades now; youth sports has been incorporated into the American

culture. In the next section we will determine what the exact demand for sports programs is in the

Greater Kansas City area.

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III. Demand for Sports Programs in the Greater Kansas City Area

Before we can research the demand for sports programs, we must define some parameters that will fit

the YMCA’s target market. Currently, the YMCA does not employ a particular marketing strategy to

recruit a specific target market. Their recruitment strategies include: sending flyers to area schools,

current YMCA members, users of their YMCA childcare services, and past participants of their sports

programs.

The YMCA should determine their target market by examining: age group, dominant tapestries that will

participate in sports programs, and driving distance from a YMCA location. With more competitive

leagues emerging in the area, the YMCA must concentrate their marketing and establish a certain

percentage of the market share.

Age Group The YMCA can gear their sports programs to targeting all children between the ages of 3 and 9 years old. Their new mission statement could be to help introduce sports to young children by teaching them the rules of the sport, how to play safely, good sportsmanship, and to help them get prepared for sports teams in their schools by developing skills and getting conditioned. Since enrollment rates into their bitty programs have increased, households with children aged 3 to 4 should be targeted. Another target market for the YMCA will be school aged children between the ages of 5 to 9 years old. Around age 9, children will start to show interest in participating in more competitive leagues. Therefore, this is the age that the YMCA might start seeing children diverging and start attending competitive sports leagues. Also, if children are only participating in sports because of parental influences, this is also around the age where they will elect to quit doing sports. Map 1 shows a snap shot of just ages 5 to 9. It does not include ages 3 and 4, so the total population

numbers are higher for the YMCA’s sports program then indicated on this map. After analyzing the

population densities by age group in the Business Analyst Online, ESRI; there are about 3000 potential

participants for the YMCA sports program.

Map 1. Total Population Ages 5 to 9 and YMCA Locations.

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Dominant Tapestries To narrow down this population even further, we can apply dominant tapestries to these areas to find out if they will most likely enroll their children into the YMCA sports programs. In market research, dominant tapestries are utilized to help locate households that will best fit their target market. Definitions of the relevant tapestries for the YMCA sports programs are listed in the Appendix. The families that are most likely to participate in sports activities include: Boomburgs, Pleasant-ville, Up-and Coming Families, Milk and Cookies, Main Street USA, Aspiring Young Families, and Suburban Splendor. However, the Boomburbs, Suburban Splendor, and Aspiring young families are the most populated tapestries near the YMCA branches.4 The lighter colored regions on Map 2 comprise these dominant tapestries and it can be seen on the map that the area of Kansas City, KS, Overland Park, Olathe, Lenexa, Prairie Village, and other surrounding cities are going to be the target market. These cities have households that will most likely participate in sports activities. On the Kansas City, MO side, we see dominant tapestries of Modest Income Homes, Hometown, and Simple Living that are near the YMCA locations. These tapestries have households that will less likely participate in sports activities.

Map 2. Dominant Tapestries near YMCA Locations. Since the areas on Map 2 that are red and orange in color do not fit the typical tapestries that will participate in sports programs; they should not be heavily marketed to. One possibility of marketing to this area will be discussed in the “Actionable Recommendations” section at the end of this report and will include possibly creating more partnerships with area schools. Driving Distance from a YMCA Location To try and narrow down the target market even further, we can apply drive times rings around YMCA locations. With the assumption that parents will most likely drive a maximum of 5 miles to get to a YMCA, Map 3 contains rings of 1, 3, and 5 mile radius around each YMCA location.

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Map 3. YMCA Locations with drive time rings of 1, 3, and 5 mile radii. As we can see from Map 3, the many YMCA locations will cover the target market populations that are in the area. The YMCA has done a great job at concentrating their branches in highly populated areas, and areas that are of interest. From the current address data on Cleaver branch members, we can see (in Map 4 below) the most concentrated area of members is usually within 5 miles of the branch itself. This highly supports the assumption that the YMCA should focus on neighborhoods directly surrounding the branches for its marketing efforts.

Map 4. YMCA locations and Cleaver branch members with children 3 to 13 years old.

Legend YMCA Locations Cleaver Branch Members

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Map 5. YMCA locations and Red Bridge branch members with children 3 to 13 years old.

IV. Supply for Sports Programs in the Greater Kansas City Area

To determine the supply of sports programs in the Greater Kansas City Area we must narrow down the

supply by: location, category of sports programs, and type of sports.

Location To define the Greater Kansas City Area, it includes many cities within the metro area: Kansas City, MO, Kansas City, KS, North Kansas City, Overland Park, Olathe, Lenexa, Merriam, Mission, Shawnee Mission, and other surrounding areas.

Map 6. Boundaries of the Greater KC Metro Area with YMCA Locations.

Legend YMCA Locations GKC Metro Boundary

Legend YMCA Locations Red Bridge Branch Members

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Category of Sports Programs Competitors of the YMCA sports programs may include: area competitive sports leagues, sports programs at area schools, and churches. Competitive sports programs are on a continual rise and just a snap shot of what programs are in the area we can see the map of the YMCA locations versus Locations of area Competitive Sports Teams can be seen in Map 7.

Map 7. YMCA locations and Competitor Locations There are more than 30 different competitive sports teams in the target area. Some major ones include: Table 1. Competitors of the YMCA

1. YMCA 2. League of Legends Basketball

3. Premiere Basketball

4. MoKan 5. Agape Hoops Productions

6. Power Group Basketball

7. Kansas City Basketball Club

8. Mid-America Youth Basketball

9. Great American Basketball League

10. I9 Sports 11. 3 & 2 Baseball Club of KC

12. Clay Platte Baseball League

13. NKCA Baseball League 14. KC East Little League 15. Mac-N-Seitz Baseball

16. Northland Sports Alliance

17. WYCO Sports 18. Blue Valley Recreation

19. Heartland Soccer Association

20. Brookside Soccer Club 21. KC Blaze Soccer Club

22. KC United Youth Soccer Club

23. Sporting KC 24. Western Missouri Soccer League

25. Kansas City Soccer Club

26. KC Metro League 27. Flag Football League of KC

28. Missouri Wolverines 29. KC Metro Flag Football

30. North Suburban Youth Football League

31. KC Chiefs Youth Football

32. Midwest Youth Football

Legend YMCA Locations Competitor Locations

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Other than competitive sports teams, there are also sports programs that area schools have and churches in the community. However, schools’ sports teams usually do not play on the same schedule as sports programs at the YMCA. Therefore, they are not really competitors of the YMCA. Community churches that have sports teams also do not fit the profile as a competitor of the YMCA. Typically, church teams just play other teams within the church, and do not play against members outside of the church. Their sports teams lack the competitiveness of being best in a league or district. The main competitors of the YMCA are area competitive leagues, since the sports programs offered at area schools and churches do not fit the YMCA’s target market.

Types of Sports The major sports that these programs are all competing for include: basketball, flag football, baseball, t-ball, and soccer. The next few maps show population densities of households that have participated in certain sports. From these maps, we can identify which households would be best to target for sports programs. A trend can be seen that in the Olathe, Lenexa, and Overland Park areas we have greater percentages of sports participation. The map is categorized by census tracts and so we can examine neighborhoods easier.

Map 8. Population density of those who participated in baseball.

Map 9. Population density of those who participated in basketball.

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Map 10. Population density of those who participated in football.

Map 11. Population density of those who participated in soccer. An advantage that the YMCA has over some of their competitors is that they offer all of these sports at their facilities. Some competitive sports leagues only focus on one type of sport. The bad news is that there are still some competitors that offer all of these sports as well. One notable competitor is I9 Sports. As we can see in Map 12, the YMCA locations and i9 Sports locations are very close in proximity to one another, especially in the Lenexa and Olathe areas. There are not as many locations of i9 Sports near the YMCA branches near Overland Park, Leawood, and Kansas City, MO areas. The sports programs at these branches can be focused on more because they are further away from the competitors’ locations.

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Map 12. YMCA locations and i9 Sports Locations. Through the analysis of the location boundaries, type of competitors and types of sports programs there

is an estimated supply of sports programs for over 10,000 youth participants in the Greater Kansas City

area. This number represents a target market for ages 3 to 17 and so it does not exactly equate with the

results in the supply section (3000 youths, ages 3 to 9). However, it is probably a good assumption to

say that there is a surplus in sports programs in the area. Since there is an over-supply of sports

programs, the YMCA should definitely focus in on a specific target market. The following section

includes some actionable recommendations that can be used to improve sports program participation.

V. Actionable Recommendations

This section will go over some actionable marketing that the YMCA can do to increase their sports

participation. Most of these recommendations will be coming from the research data of the supply and

demand previously discussed, but some will be additional points of recommendations. There are large

tables of data that will all be located in the Appendix section that will be of use to the marketing team

when deciding which areas to target.

Since enrollment rates into their bitty programs have increased, targeting households with children ages

3 to 4 years old, local daycares, and preschools are appropriate to capture this group. Currently, the

YMCA is sending flyers out to area schools, but elementary schools only have children above 5 years old.

Tables are located in the Appendix section that summarizes zip codes of households that have the

highest number of children in this target age group. There are also tables of local daycares and

preschools in the area that flyers can be sent out to. For reasons discussed under the supply section,

another age range that should be targeted is ages 5 to 9. The YMCA should continue marketing to area

schools, but they should only send out flyers up to third grade.

The YMCA should also consider developing more partnerships with area schools. When targeting these

elementary schools it might be to an advantage to reach out to schools that have a latch key

program/afterschool programs already set up. Potential target markets are the students that attend

these after school programs. Often times, families of lower income might have parents that have

multiple jobs and they need to be enrolled into these afterschool programs until the parents can get off

Legend YMCA Locations I9 Sports Locations

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work to pick them up. In partnership with the school, the YMCA can expand their sports programs to

these schools. Often times, this target market may never get the opportunity to attend sports programs

unless it is conveniently located at their school and at times they are already there. If parents of these

children cannot afford to come and pick up their children when school is out; they also may not have the

time to take the children to the YMCA to attend the sports programs. This would be a good target for

the YMCA because it is a market that is separate from that of competitive leagues. Map 13 below shows

areas with incomes less than $25,000. These might be the areas that the YMCA should look into doing

the partnerships with after school programs.

Map13. YMCA locations and household incomes less than $25,000. A potential new cultural market to increase the number of participants would be to target households of

Hispanic background to possibly increase participation rates for popular sports in the Hispanic

community (ie., baseball, t-ball, soccer).5 New flyers translated in to Spanish would be needed to

market to this target group. Also, the YMCA soccer program is not only playing at their soccer fields at

YMCA branches, but they are also playing at the new Sporting KC Complex.

Map 14. YMCA locations and Hispanic population densities.

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Some other areas that the YMCA can help promote their sports programs might include displaying an

informational booth at sporting events or health fairs to try and promote a fun and healthy living style

for children. Since one of the goals of the YMCA is to help the community become healthier we can still

target young children, but at the healthcare level. We could contact area pediatricians that would be

willing to display YMCA brochures at their offices because with childhood obesity rates and diabetes

rates on the rise, doctors will have to educate their patients on a healthier living style.6 And a part of

the healthy living style is to have an active lifestyle.

If the YMCA wanted to target the participants in i9 Sports, then they will have to change their marketing.

They will have to focus on competition as a main reason for joining. However, if the YMCA did not want

to target i9 Sports, they can just concentrate their marketing on a separate group. As mentioned

previously, their new mission statement could be:

“To help introduce sports to young children by teaching them the rules of the sport, how to play

safely, good sportsmanship, and to help them get prepared for sports teams in their schools by

developing skills and getting conditioned.”

VI. SWOT Analysis (Strength, Weakness, Opportunity, and Threats)

i. Strengths of the YMCA Sports programs

1. Any kid can play, and financial assistance is provided to those who

qualify.

2. A variety of sports programs to choose from: soccer, t-ball,

baseball, basketball, flag football, bitty programs, tennis, volleyball,

bowling, and golf.

3. Partnerships with schools to bring the YMCA sports programs

directly to the schools.

4. Many locations in the greater Kansas City area.

ii. Weaknesses of the YMCA Sports programs

1. Less popular because they are not seen as a competitive

league/association to play with.

iii. Opportunities for the YMCA Sports programs

1. Expansion of partnerships with elementary schools.

2. Target market of children ages 3 to 9.

3. Focusing on healthy lifestyles for children by marketing at health

fairs and at pediatrician offices.

4. Target a new cultural market by marketing to Hispanic communities.

iv. Threats for the YMCA Sports programs

1. Increasing number of competitive leagues in the area.

2. Perception that the YMCA is not as competitive of an organization

to play for.

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VII. References

1http://www.usnews.com/education/blogs/high-school-notes/2011/09/02/high-school-sports-

participation-increases-for-22nd-straight-year

2http://www.kansascityymca.org/sites/www.kansascityymca.org/files/2011AnnualReport.pdf

3http://www.ymca.net/history/1960-1990s.html

4http://www.esri.com/library/brochures/pdfs/tapestry-segmentation.pdf

5http://www.nytimes.com/2009/03/08/sports/baseball/08mexicocity.html?_r=0

6http://www.cdc.gov/obesity/stateprograms/fundedstates/missouri.html

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VIII. Appendix

Table 1. Total Population for Ages 0 to 4. ZIP Codes 2012 Total Population Age 0-4 (Esri)

66062 6,345

66061 5,400

64118 3,023

66102 3,017

66048 2,422

64068 2,386

66030 2,301

64133 2,265

66104 2,077

66212 2,064

64012 2,041

64030 2,027

64015 2,021

66106 2,001

64157 1,948

64119 1,913

64055 1,905

64014 1,883

64155 1,782

Table 2. Total Population for Ages 5 to 9. ZIP Codes 2012 Total Population Age 5-9 (Esri)

66062 6,803

66061 4,887

64068 2,700

66102 2,685

64118 2,622

65301 2,354

66048 2,322

64133 2,233

64015 2,201

64012 2,127

64014 2,054

66223 2,039

66614 2,035

66213 2,029

66502 1,982

64152 1,951

64157 1,945

66030 1,886

66104 1,883

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Table 3. Daycares in the area. Target market for ages 3 and 4.

Business Address City State ZIP NAICS

My Little Darlings Daycare 2710 Bales Ave Kansas City MO 64128 624410

Lots of Love Daycare 3422 Olive St Kansas City MO 64109 624410

Aquarium Nursery & Daycare 3335 Mersington Ave Kansas City MO 64128 624410

Townsend Home Daycare 3343 Chestnut Ave Kansas City MO 64128 624410

Littlest Unicorn Daycare 4137 Ne Davidson Rd # 171 Kansas City MO 64116 624410

Children With A Purpose Home Daycare Consulting 3310 Wabash Ave Kansas City MO 64109 624410

Maggie Friends Daycare 6816 NW Blair Rd Kansas City MO 64152 624410

Stepping Block Daycare 7600 NW 74th Ter Kansas City MO 64152 624410

Theresa Mason Daycare 6215 NW 51st Ter Kansas City MO 64151 624410

Kandy's Daycare 1324 W Bluff Dr Kansas City MO 64108 624410

Virginia's Daycare 1123 Cleveland Ave Kansas City MO 64127 624410

Corey's Daycare 1123 Cleveland Ave Kansas City MO 64127 624410

Cotton Candy Daycare Center, Inc 3505 E 9th St Kansas City MO 64124 624410

Angels Little Lamb Daycare 3700 Woodland Ave Kansas City MO 64109 624410

Jones Daycare 2613 Harrison St Kansas City MO 64108 624410

Nanna B'S Daycare LLC 4015 Woodland Ave Kansas City MO 64110 624410

Little Fingers and Toes Daycar 4037 Virginia Ave Kansas City MO 64110 624410

Fran S Daycare 2030 NW 50th St Kansas City MO 64151 624410

Penni R Wilson Daycare 4747 NW Riverside Dr Riverside MO 64150 624410

Tiny Heats Daycare 7026 N Jarboe St Kansas City MO 64118 624410

Sheryl Welch Daycare 6525 N Mercier St Kansas City MO 64118 624410

Small World Daycare 7315 N Ava Ave Kansas City MO 64151 624410

Stefs Daycare 1110 Ne 53rd St Kansas City MO 64118 624410

Lil Mandy's Treasures Daycare 203 Ne 73rd St Gladstone MO 64118 624410

St Charles Daycare 704 Ne Shady Lane Dr Kansas City MO 64118 624410

Ginnys Daycare 4605 N Troost Ave Kansas City MO 64116 624410

Jenn S Daycare 5033 Ne 56th Ter Kansas City MO 64119 624410

Larry's Daycare 6211 E 10th St Kansas City MO 64126 624410

Abundance of Joy Daycare 5003 E 40th St Kansas City MO 64130 624410

Love N Care Daycare 3305 Kensington Ave Kansas City MO 64128 624410

Miss Marys Daycare 5024 E 41st Ter Kansas City MO 64130 624410

Bettys Daycare Service 2321 Jackson Ave Kansas City MO 64127 624410

Little Angels Center of Hope Daycare 2700 E 75th St Kansas City MO 64132 624410

Michelles Daycare 7029 Monroe Ave Kansas City MO 64132 624410

Turners Daycare 4032 E 70th St Kansas City MO 64132 624410

Love & Care Daycare 7609 Brooklyn Ave Kansas City MO 64132 624410

Little Rascals Christian Daycare 1170 W 103rd St Kansas City MO 64114 624410

Kc Life Daycare 10819 Wornall Rd Kansas City MO 64114 624410

My Three Sons Daycare 3011 E 59th St Kansas City MO 64130 624410

Gibson Daycare 411 E 80th Ter Kansas City MO 64131 624410

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Candy's Daycare 7224 Highland Ave Kansas City MO 64131 624410

Johnson's Daycare 8101 Campbell St Kansas City MO 64131 624410

Dats Daycare 1851 E 76th Ter Kansas City MO 64132 624410

Home Away From Home Daycare 5821 Wayne Ave Kansas City MO 64110 624410

Tiny Steps Daycare 5417 Lydia Ave Kansas City MO 64110 624410

Luv Does Matter Daycare Inc 5500 Woodland Ave Kansas City MO 64110 624410

Freda Jones Daycare 5842 Euclid Ave Kansas City MO 64130 624410

Heaven Sent Daycare 9716 Hillcrest Rd Kansas City MO 64134 624410

Little Tots Daycare 7800 E 86th St Raytown MO 64138 624410

Happyland Daycare 5801 E 95th Ter Kansas City MO 64134 624410

Mommies Daycare 8000 E 89th St Kansas City MO 64138 624410

Lil Creative Angels In Home Daycare 4312 E 53rd St Kansas City MO 64130 236115

Grammees Daycare 7410 Sycamore Ave Kansas City MO 64133 624410

Valories Daycare 7704 Appleton Ave Raytown MO 64138 624410

Ms Lisas Daycare 5516 Hedges Ave Raytown MO 64133 624410

Dee S Daycare 9709 E 77th St Raytown MO 64138 624410

Colemans Daycare 9017 Kentucky Ave Kansas City MO 64138 624410

Elite Prep Daycare Academy 8818 Tennessee Ave Kansas City MO 64138 624410

Kiddie Kide Daycare 12824 Sycamore Ave Grandview MO 64030 624410

Lucky Ducks Daycare 12805 Winchester Ave Grandview MO 64030 624410

A Child's Heart Daycare & Learning Cente 8212 E 134th Ter Grandview MO 64030 624410

Little Willow Daycare 13620 Lowell Ave Grandview MO 64030 624410

Yvonnes Daycare 7507 E 111th Ter Kansas City MO 64134 624410

Tammy Howard Daycare 6401 E 109th Ter Kansas City MO 64134 624410

Adult Daycare Villas 11515 Hickman Mills Dr Kansas City MO 64134 624410

Kingdom Daycare 11024 Booth Ave Kansas City MO 64134 624410

Sister Lynne's Daycare 8209 E 114th St Kansas City MO 64134 624410

Shelia McCool Daycare 7812 E 108th Cir Kansas City MO 64134 624410

Angie S In Home Daycare 9111 Ne 110th St Kansas City MO 64157 624410

Jeni's Daycare 11112 N Ditman Ave Kansas City MO 64157 624410

Monarch Manor Daycare LLC 1319 Ne 115th Ter Kansas City MO 64155 624410

Mrs Rachels Daycare 805 Ne 108th St Kansas City MO 64155 624410

Crawling To Climbing Daycare 10704 N Holmes St Kansas City MO 64155 624410

Carrie Gannaway Daycare 11504 N Cherry St Kansas City MO 64155 624410

Denises Daycare 1609 NW 78th St Kansas City MO 64118 624410

Jones Daycare 100 Ne Barry Rd Kansas City MO 64155 624410

Carol Robinson Daycare 5105 Roberts St Shawnee Mission KS 66226 624410

Karen Parke Daycare 6465 Brockway St Shawnee KS 66226 624410

Karen E Lohman Daycare 22014 W 59th St Shawnee KS 66226 624410

Laura's Home Daycare 24107 W 80th Ter Lenexa KS 66227 624410

Blair Daycare 1502 W Mulberry St Olathe KS 66061 624410

M M Daycare 25075 W 143rd St Olathe KS 66061 624410

Miss Angels Family Home Daycare 12672 S Kenton CT Olathe KS 66061 624410

Kathys Daycare 1613 W Elm Ter Olathe KS 66061 624410

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The Learning Garden Daycare 2613 W Whitney St Olathe KS 66061 624410

Irish Daycare 25128 W 150th Ter Olathe KS 66061 624410

Rebeccas Daycare 314 N Overlook St Olathe KS 66061 624410

Elizabeth's Daycare 1812 W Chambery Dr Olathe KS 66061 624410

Creative Beginnings Daycare 2330 W Post Oak Rd Olathe KS 66061 624410

Small Treasures Daycare 867 S Clearwater Creek Dr Olathe KS 66061 624410

Growing Hands Daycare 12505 Parallel Pkwy Kansas City KS 66109 624410

St Patrick's Daycare Corp 1080 N 94th St Kansas City KS 66112 624410

Cookies'-N-Milk Inhome Daycare 1506 N 63rd Ter Kansas City KS 66102 424430

Colorland Daycare 2606 N 63rd St Kansas City KS 66104 624410

K K Daycare Center Inc 2623 N 83rd St Kansas City KS 66109 624410

Nelsons Daycare 2533 N 58th St Kansas City KS 66104 624410

T J'S Daycare 2946 N 52nd St Kansas City KS 66104 624410

I Care Daycare 2618 N 51st St Kansas City KS 66104 624410

Annettes Daycare 3105 Delavan Ave Kansas City KS 66104 624410

Tune Town Daycare 1407 N 48th Ter Kansas City KS 66102 624410

Thomas Christian Daycare 2501 N 51st St Kansas City KS 66104 624410

Linda's Daycare 4200 Waverly Ave Kansas City KS 66104 624410

Maria's Daycare 6014 Corona Ave Kansas City KS 66102 624410

Pansy's Flowers Daycare 1925 N 25th St Kansas City KS 66104 624410

Dorothy Betts Daycare 2120 N 5th St Kansas City KS 66101 624410

The Bible's Angel's Daycare Home 416 Freeman Ave Kansas City KS 66101 624410

Rosschell Bullock Daycare 1938 N 14th St Kansas City KS 66104 624410

Train Stop Daycare 4661 Swartz Rd Kansas City KS 66106 624410

Debra Corbett Daycare 1404 S Tomahawk Ln Olathe KS 66062 624410

Little Rascals Christian Daycare, LLC 16550 W 129th St Olathe KS 66062 624410

Rosie Toplikar Daycare 448 E Loula St Olathe KS 66061 624410

Carolyn Hanson Daycare 522 W Park St Olathe KS 66061 624410

Yvonne S Miss Daycare 820 S Weaver St Olathe KS 66061 624410

Janice Daniel Daycare 806 E Layton Dr Olathe KS 66061 624410

Little Stars Daycare 1026 N Buchanan St Olathe KS 66061 624410

Wee Care Daycare 604 W Forest Dr Olathe KS 66061 624410

Rochelle Foster Daycare 301 E Whitney St Olathe KS 66061 624410

Marie Erickson Daycare 805 E Piatt Ln Olathe KS 66061 624410

Discovery Daycare and Preschool Inc 316 W Santa Fe St Olathe KS 66061 624410

Georgia Seaman Daycare 1515 E 123rd Ter Olathe KS 66061 624410

Susan Gibbins Daycare 1339 E 123rd St Olathe KS 66061 624410

Janice Long Daycare 509 S Cardinal Dr Olathe KS 66062 624410

Kay S Daycare 923 S Hunter Dr Olathe KS 66061 624410

Happy Hearts Daycare 1409 E Butterfield Pl Olathe KS 66062 624410

Daytime Cheer Home Daycare 140 S Emma St Olathe KS 66061 624410

Stacey Martin Home Daycare 8832 Gallery St Lenexa KS 66215 812210

Lil' Pumpkins Daycare 9135 Loiret Blvd Lenexa KS 66219 624410

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Sheri's Daycare Service 13601 W 95th St Lenexa KS 66215 624410

Patricia Brown Daycare 10231 Noland Rd Lenexa KS 66215 624410

M Dinkins Daycare 10401 Westgate St Lenexa KS 66215 624410

Rebecca Polich Daycare 14037 W 146th Ter Olathe KS 66062 624410

Susan Tucker Daycare 14642 S Constance St Olathe KS 66062 624410

Ashwini Child Daycare 13724 Gillette St Overland Park KS 66221 624410

Dewitz Daycare 14654 S Acuff Ln Olathe KS 66062 624410

Daycare Shining Stores 14800 W 149th Ter Olathe KS 66062 624410

Nikki's In-Home Licensed Daycare 13720 S Brougham Dr Olathe KS 66062 624410

Sheila R Lawver Daycare 13640 S Locust St Olathe KS 66062 624410

Bestgen Daycare 15904 W 149th St Olathe KS 66062 624410

Home Daycare 14935 S Sturgeon Dr Olathe KS 66062 624410

Rabiya Daycare 12290 S Mullen Rd Olathe KS 66062 624410

Angels Little Daycare 12305 S Foxridge Dr Olathe KS 66062 624410

Kathy Schamlz Daycare 12918 S Arapaho Dr Olathe KS 66062 624410

Clarissa Williams Daycare 14268 W 129th Ter Olathe KS 66062 624410

Christy's Daycare 13105 S Trenton St Olathe KS 66062 624410

Shellee Mosher Daycare 12490 Quivira Rd APT 3220 Overland Park KS 66213 624410

Tami S Home Daycare 10417 Edgehill Dr Kansas City KS 66111 624410

Beal Home Daycare 6511 Ambassador St Shawnee KS 66217 624410

Peace of Mind Daycare 8000 Ryckert St Lenexa KS 66219 624410

Michelle S Tyler Daycare 6743 Red Oak Dr Shawnee KS 66217 624410

Martha Vogel S Daycare 16013 W 82nd Pl Lenexa KS 66219 624410

Mary S Daycare 8167 Constance St Lenexa KS 66215 624410

Judi S Daycare 7915 Woodstone St Lenexa KS 66219 624410

Amanda Caler Home Daycare 16132 W 79th Ter Lenexa KS 66219 624410

Ms. Gabby's Daycare 7755 Allman Rd Lenexa KS 66217 624410

Melissa Jones Daycare 11606 W 60th Pl Shawnee KS 66203 624410

Cuddles N. Crayons Daycare 11601 W 68th Ter Shawnee KS 66203 624410

Brandie' S Daycare 11413 W 70th St Shawnee Mission KS 66203 624410

Rose Daycare 7913 Bradshaw St Shawnee Mission KS 66215 624410

Susan Smith Daycare 7754 Caenen St Shawnee KS 66216 624410

Vicki Bisby Daycare 10105 W 69th St Shawnee KS 66203 624410

Mock Daycare 11305 W 62nd Ter Shawnee KS 66203 624410

Rita Harveys Daycare 5622 Riggs St Shawnee Mission KS 66202 624410

Cheri's Preschool - Daycare 6600 W 76th Ter Overland Park KS 66204 624410

Betty's Daycare 7844 Benson St Shawnee Mission KS 66204 624410

Cindys Daycare 5345 Klamm Rd Kansas City KS 66106 624410

Ingalls Daycare 4941 Edgehill St Kansas City KS 66106 624410

Small Creations Daycare 5705 Locust Ave Kansas City KS 66106 624410

A Mother's Love Daycare Home 5325 Hazen Ave Kansas City KS 66106 624410

Kathryn Keating Daycare 1017 Hasbrook Ave Kansas City KS 66105 624410

Precious Angels Nuturing 1140 County Line Rd Kansas City KS 66103 624410

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Daycare

Wienke Daycare 4936 Buena Vista St Roeland Park KS 66205 624410

Wanda Ice Daycare 4829 W 62nd Ter Shawnee Mission KS 66205 624410

Katie's Land Home Daycare 2722 W 79th St Prairie Village KS 66208 624410

Linda's Daycare 7718 Howe Dr Shawnee Mission KS 66208 624410

Jeannene Rider Daycare 9227 W 140th Ter Overland Park KS 66221 624410

Dunn S Daycare 14207 EBY St Overland Park KS 66221 624410

Denise Hawkins Daycare Home 12420 Perry St Overland Park KS 66213 624410

Kasturi Patro Daycare 9803 W 124th St Overland Park KS 66213 624410

Miss Janet's Daycare 8206 W 144th Ter Overland Park KS 66223 624410

Mimi S Daycare Center 8303 W 150th St Overland Park KS 66223 624410

Christines Daycare 9301 W 116th St Overland Park KS 66210 624410

Sally L Cline Daycare 10812 W 105th St Overland Park KS 66214 624410

Susan Olsen Daycare 11517 Mastin St Overland Park KS 66210 624410

Country Kids Daycare 9812 Melrose St Overland Park KS 66214 624410

Ellen M Balke Jones Daycare 9205 W 89th St Overland Park KS 66212 624410

Wooton Daycare Home 10244 W 96th Ter Overland Park KS 66212 624410

Susan A Powell Daycare Provider 9010 Switzer St

Shawnee Mission KS 66214 624410

Bonnie Hernandez Daycare 8705 W 90th St Overland Park KS 66212 624410

Debi S Daycare 7615 W 88th St Overland Park KS 66212 624410

Linda Oxler Daycare 11220 Lowell Ave Overland Park KS 66210 624410

Kim Jarett S Daycare 7825 W 116th Ter Overland Park KS 66210 624410

Jane's Daycare 10336 Reeds Dr Overland Park KS 66207 624410

Table 4. Preschools in the area. Target market for ages 3 to 4.

Business Address City State ZIP NAICS

Kids In Christ Preschool 3441 Indiana Ave Kansas City MO 64128 813110

Future Leaders Preschool 3935 Benton Blvd Kansas City MO 64130 624410

Lots of Love Childcare/Preschool 2326 Montgall Ave Kansas City MO 64127 624410

Brown's Christian Academy and Preschool 22 E 32nd St Kansas City MO 64111 624410

Presbyterian Preschool 7406 Ward Pkwy Kansas City MO 64114 624410

Learning & Fun Preschool Corporation 6007 Swope Pkwy Kansas City MO 64130 624410

Happy Day Preschool Inc 6175 Paseo Blvd Kansas City MO 64110 624410

Little Scholars Preschool 7300 Tracy Ave Kansas City MO 64131 624410

Little Scholars Preschool 10125 Bennington Ave Kansas City MO 64134 624410

ABC Preschool Inc 10310 E 63rd Ter Raytown MO 64133 624410

Kiddo's Place Preschool 9140 E State Route 350 Raytown MO 64133 611699

Rose S Daycare Preschool 6705 E 127th St Grandview MO 64030 624410

Mini Campus Preschool & Child Care Center 12920 Booth Ln Grandview MO 64030 624410

Starshine Preschool 400 W Maple Ave Independence MO 64050 624410

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Little Ponies Preschool 4000 S Bedford Ave Independence MO 64055 624410

A 1 Tiny Tot Preschool Day Nursery 2534 Queen Ridge Dr Independence MO 64055 624410

Awesome Kids Preschool 14200 Kenneth Rd Overland Park KS 66224 624410

The Learning Garden Preschool 261 N Overlook St Olathe KS 66061 624410

Wooden Shoe Preschool D Davi 118 S Montclaire Dr Olathe KS 66061 624410

Pandarama Preschool Toddler Center Inc 1118 N 7th St Kansas City KS 66101 624410

Small Wonders Preschool 420 E Santa Fe St Olathe KS 66061 624410

Discovery Daycare and Preschool Inc 316 W Santa Fe St Olathe KS 66061 624410

Tireless Tots Preschool 21162 W 112th Ter Olathe KS 66061 624410

Wee Haven Day Care & Preschool 9300 Greenway Ln

Shawnee Mission KS 66215 624410

Shining Stars Preschool 10248 Quivira Rd Shawnee Mission KS 66215 624410

Allen Preschool LLC 11060 Oakmont St Shawnee Mission KS 66210 624410

Apple Tree Kid's Day Out & Preschool 10551 Quivira Rd

Shawnee Mission KS 66215 624410

Sunshine Preschool Inc 12616 W 62nd Ter Ste 118

Shawnee Mission KS 66216 624410

St Marks Methodist Church Preschool 6422 Santa Fe Dr

Shawnee Mission KS 66202 624410

Johnson County Montessori Preschool 6800 W 80th St

Shawnee Mission KS 66204 624410

Preschool Days, LLC 10700 Johnson Dr Shawnee Mission KS 66203 624410

Let's Grow Preschool 8718 W 62nd Ter Shawnee Mission KS 66202 624410

Cheri's Preschool - Daycare 6600 W 76th Ter Overland Park KS 66204 624410

Grace Garden Preschool 10201 W 127th St Overland Park KS 66213 624410

Stilwell Preschool 12563 Barkley St Leawood KS 66209 624410

First Impressions Preschool 10239 Grandview St Overland Park KS 66212 624410

Ktantanim Preschool 9900 Antioch Rd Overland Park KS 66212 611110

Holy Cross Catholic Preschool 7917 W 95th St

Shawnee Mission KS 66212 624410

Table 5. Pediatric Denistry & Physician Offices in the Area. Target market for Ages 3 to 9.

Business Address City State ZIP NAICS

Burleson Orthodontics & Pediatric Denistry 401 Laurus St Raymore MO 64083 621111

Pediatrics Medical Group 4401 Wornall Rd Ste 2718 Kansas City MO 64111 621111

Pediatrics Associates Inc 4400 Broadway St Ste 206 Kansas City MO 64111 621111

Kansas City Pediatrics, L.L.C. 1004 Carondelet Dr # 330 Kansas City MO 64114 621111

Overland Pediatrics and 1004 Carondelet Dr # Kansas City MO 64114 621111

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330

Kansas City Pediatric 6420 Prospect Ave T509 Kansas City MO 64132 621111

Tenney Pediatric & Medicine LLC 6501 E 87th St Kansas City MO 64138 621111

Raintree Pediatrics 821 SW Lemans Ln Lees Summit MO 64082 621111

Preferred Pediatrics LLC 241 NW McNary CT Lees Summit MO 64086 621111

ABC Pediatric Therapy LLC 631 Ne Tudor Rd APT 7 Lees Summit MO 64086 621111

Pediatrics Associates 701 NW Commerce Dr # 102 Lees Summit MO 64086 621111

Lees Summit Pediatrics 2 Ne Sycamore St Lees Summit MO 64086 621111

Spencer and Spencer Pediatric Dentist 301 Ne Mulberry St Lees Summit MO 64086 621111

Priority Care Pediatrics LLC 9405 N Oak Trfy Kansas City MO 64155 621111

Pediatric Care North, Inc. 8781 N Platte Purchase Dr Kansas City MO 64155 621111

Shoal Creek Pediatric Dentistry 9051 Ne 81st Ter Kansas City MO 64158 621111

Hilltop Pediatrics Internal Medicine & Infectious Disease

6850 Hilltop Rd Ste 150 Shawnee Mission KS 66226 621111

Hilltop Pediatrics 1004 Progress Dr Lansing KS 66043 621111

Preferred Pediatrics PA 824 W Frontier Ln Olathe KS 66061 621111

Table 6. Top 20 Zip Codes with the highest Hispanic population according to 2012 ESRI demographic

data.

ZIP Codes 2012 Hispanic Population (Esri)

66102 13,206

66061 8,248

66106 7,051

66801 6,873

66101 5,739

66062 5,346

64123 5,183

66103 5,110

64124 5,033

64127 4,714

66104 4,186

66441 3,960

66607 3,661

66605 3,619

64118 3,502

66502 3,449

66212 3,425

64126 2,947

65301 2,634

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Table 7. List of Competitors by NAICS Code 711211.

Business Address City State ZIP NAICS

Giants Youth Football Club, Inc. 6004 N Charlotte St Kansas City MO 64118 711211

North Suburban Youth Football League Inc 2022 Swift Ave North Kansas City MO 64116 711211

Baseball In River Bandits 5606 N Poe St Kansas City MO 64119 711211

Kansas City Soccer Dome Inc 5909 Equitable Rd Kansas City MO 64120 711211

Millhouse AEP & Baseball 6607 Royal St Pleasant Valley MO 64068 711211

K.C. Bengals Youth Football and Cheerleading Org. 8313 E 49th St Kansas City MO 64129 711211

South Surburban Junior Football Association 7125 E 69th Ter Kansas City MO 64133 711211

Raytown Soccer Club 6029 Raytown Rd Raytown MO 64133 711211

Lee's Summit Soccer Association 1901 SE 5th St Lees Summit MO 64063 711211

Missouri Mavericks, L.L.C. 19100 E Valley View Pkwy Independence MO 64055 711211

Pop Warner Football 1707 N Pearl St Independence MO 64050 711211

Heart of America Pop Warner Football League 2801 S Necessary Rd Independence MO 64057 711211

Harrisonville Youth Football League Hyfl 22706 E 283rd St Harrisonville MO 64701 711211

Harrisonville Youth Football, Inc. 28714 S Walker Rd Harrisonville MO 64701 711211

Park Hill Football 7701 NW Barry Rd Kansas City MO 64153 711211

Liberty Pop Warner Football Inc 725 Northpoint Ave Liberty MO 64068 711211

Tomeon De Los Barrios 4601 State Ave Kansas City KS 66102 711211

T-Bones Baseball Club, LLC 1800 Village West Pkwy Kansas City KS 66111 711211

Olathe Soccer Club 1501 E 151st St Olathe KS 66062 711211

Fun Girls Basketball League 11909 Westgate St Overland Park KS 66213 711211

Shawnee Soccer Club 6711 Hauser Dr Shawnee Mission KS 66216 711211

Smnw Cougar Football Booster Club 12701 W 67th St Shawnee KS 66216 711211

Kansas City Mystics Womens 7604 Wedd St Shawnee Mission KS 66204 711211

Soccer Execellence Inc. 8255 Melrose Dr Overland Park KS 66214 711211

All American Indoor Sports, Inc 8045 Flint St Shawnee Mission KS 66214 711211

The Football and Cheerleading Club of Johnson County Inc

6740 Antioch Rd Ste 250 Shawnee Mission KS 66204 711211

Shawnee Mission North Football Club 7401 Johnson Dr Shawnee Mission KS 66202 711211

Blue Valley Soccer Club, Inc 13700 Switzer Rd Overland Park KS 66221 711211

Mokan Sports LLC 12828 Flint St Shawnee Mission KS 66213 711211

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Figure 1. Tapestry Definition for Boomsburb

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Figure 2. Tapestry Definition for Suburban Splendor

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Figure 3. Tapestry Definition for Aspiring Young Families