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Team C Paper

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Strategy and Positioning Analysis Part 1

Heather Hale, Tanya Smallwood, Jennifer Hicks, Erica Johnson, Sean Day

MKT/421

May 23, 2016
Heather Teague

Strategy and Positioning Analysis Part 1

Child care services are mainly used by working parents who are in need for someone to watch their child(ren) after school during the week. Child care could be better if that caregiver were able to pick up the child from school and take the child home. Now there is such a service. Introducing the Mommy Taxi, a service provided by Care.com, Mommy Taxi is there for those parents that are unable to pick up the child from school and take them to the nanny. Mommy Taxi is a trusted and verified service from the same people who brought you Care.com
Overview of Organization Mommy Taxi is a service that is part of Care.com. Parents can use this service to have the caregiver pick up the child from school, daycare, etc. Full-time users are those parents who are working full-time and do not have a set person to pick up the child from school. Mommy Taxi is an add-on option to the already scheduled child care service. Being a part of Care.com, they already have a background check and a DMV check. The service will also come with a legal release that the parent can fill out, sign and email to the caregiver and the child's school to let them know that this caregiver is allowed to pick up the child. For the full-time users, who schedule a nanny five days a week for after school care, this service will help provide relief knowing that the nanny will be able to pick up the child and take him/her home as part of the normal use for the service. Another option for full-time users can be to set up a time for the Mommy Taxi to pick up the child from school and take the child to their after school programs. Mommy Taxi was a company created by Hayle Bryce a

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