Know-How Exchange : Strategy

Hmmm... Is the market saturated? I would focus on how to differentiate yourself from the competition besides price. What activities do you offer that others do not? Get potential customers thinking how cool is your program (and if you can also market to kids, that would be a good push) and then include the price. "You get all these great activities for $XXX." Maybe you could offer the first XX number of customers to sign up a free day or something similar. Kids want fun and cool, offer them that.

Promote the benefit. If the benefit is attractive, straight-out price mention will be fine. No need to be clever or apologetic about the price. If the price is too high for your target audience, either: (1) they won't buy (and the business isn't viable), or (2) you haven't done a good enough job explaining the benefit.

Skip the prizes. Focus on the value you're offering in comparison to other preschooler offerings in your area.

Illustrate the value you bring to the table through stories: you need to have potential clients seeing positive outcomes and delightful experiences in their minds eye as a result of their child being in your care. Price is never an issue in the presence of overwhelming and lasting value.

Do you have any close friends or relatives who have children about that age? And, do you honestly believe that the program you are setting up the beneficial to parents and children? If so, think of one of them. Write a heartfelt letter with that person and their children in mind, explaining Why you are) should entrust their children to your care.

You don't need to send the letter, but I strongly encourage you to have someone pacifically in mind as you write it. When you are done, I think it can help you clarify your message and the benefits of your service.

Any product can compete on price, quality, or service. Price is always the easiest to compete on (easy to lower prices), but you can only go so far before you put your company out of business.

You said your offering is unique. That is what you should promote. How this unique feature or service would benefit them is exactly what Mgoodman was saying when he says to promote the benefit. Focus on the benefits, and avoid the gimmicks like prizes.