Start a nanny placement agency, learn the nuts and bolts from two industry leaders

1. Ready, Set, Go!
A Workshop for New Agencies
International Nanny Association
Annual Conference
May, 3, 2012
Las Vegas, Nevada
Presented by:
Sharon Graff Radell Wendy Sachs
Nanny Agency Consultant Nanny Agency Consultant
TLC For Kids, Inc. The Philadelphia Nanny Network, Inc.
since 1985 since 1985
www.tlcforkids.com www.nannyagency.com
314-725-5660 610-645-6550
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2. Research and Market Analysis
Research agencies in your area
• Compare elements such as services offered,
procedures, screening, fee structures
• Do they specialize, what is their sales pitch?
• Do they belong to professional organizations?
• Begin to get an idea of how you can differentiate your
agency
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3. Research and Market Analysis
Decide on Types of Services
• Will you provide your services local, regional or national?
• Will be available as a full service, or boutique or online
service?
• Will you service full time, part time, temporary, summer
care, on call care, afterschool care
• Which job descriptions will you fill, nannies, babysitters,
housekeepers, day cleaners, tutors, newborn care
specialists, cooks, household managers, etc?
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4. Develop Procedures and Policies
Procedures
• What are the steps to each client who contracts with your
service. Will it be different for permanent or temporary?
• What are the steps for each nanny who applies to your service
• When are the background checks performed
• When are fees collected
• What are the procedures for filling a temporary job order?
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5. Develop Procedures and Policies
Procedures
• After the placement, what is the follow up
• What is required by the nannies who are registered for
with the service while they are interviewing
• How is a failed referral handled
• What are the functions of staff members
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6. Develop Procedures and Policies
Policies-Candidates
• Qualifications
• Interviewing, screening, and orientation procedures
• Job rules and regulations, disciplinary action, theft
• Compensation and taxes
• Communicating with the office
• Referrals
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7. Develop Procedures and Policies
Policies-Clients
• Membership fees and policy
• Cancellations
• Contract and Payment policies
• Placement policies, replacement
• Applicant disclosures
• Theft of service
• Discounts and refunds
• Customer service
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8. Develop Procedures and Policies
Policies-Staff
• Office hours
• Salaries, benefits, bonuses, vacation
• Dress code
• Phone/Email etiquette
• Client/Nanny documentation
• Process policy
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9. Pricing and Budget
Pricing the Service
• Compare pricing of competition and decide where to
fall in the range or outside of the range
• Review budget to be certain your pricing model can
carry the budget
• Project revenue and readjust budget items
• Consider cash flow and how to support the service
during slimmer times
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10. Pricing and Budget
Line Items
Advertising Candidates Insurance
Advertising Clients License
Advertising Staff Office Supplies
Bank Card Fee Payroll Gross
Bank Fee Payroll Taxes
Background Checks Professional Fees
Benefits: Medical Insurance, 401K Referral Fee
Candidate Training Refunds
Conference Rent
Copy and Print Telephone/Internet
Dues/Memberships Travel/ Food/Lodging
Employee Training Utilities
Equipment/Software Web Site Monthly
• Set realistic revenue goals to cover budget
• With an increase in budget, can business grow
• Does the pricing model achieve budget goals
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11. Marketing/Sales/PR
Marketing/PR/Networking
• New business/services announcements
• Press releases
• Market to existing clients as you accrue them
• Send out seasonal emails and newsletters
• Develop referral program
• Market to HR Departments, Day Care Centers, OB/GYN
and Pediatrician offices
• Web links, SEO, google local
• Build relationships with chambers, business, religious,
child care and women’s organizations
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12. Marketing/Sales/PR
Advertising/Sales
• Parenting sites, Google, community sites
• What is your message, what sells your service
• Comfort level, safety in screening
• Experience and expertise
• Empathy-understanding client needs
• Ability to save client time
• Discretion-respect of privacy
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13. Marketing/Sales/PR
Web Site
• Promote your corporate identity
o Warm, professional, safe
• Keep it to the point
o Easy to find
o Easy to navigate
o Easy to do business with you
• Benefits
o Markets your company 24/7
o Allows business to occur when you are not in the office
o Gives you control over the image you present
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14. Recruiting and Screening
Recruiting Candidates
• Determine live-in or live-out, where do your clients live? Use a
“common to your area” commute radius from where your
clients live
• Determine access for in person interviews, philosophy on
phone interviews
• Sources for recruiting-, WOM, Internet, colleges and
universities, referral programs
• Talk about what you do, put the name of your service out
there.
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15. Recruiting and Screening
Screening/Interviewing Candidates
• Prescreen to qualify candidate, establish rapport
• Legal work status
• Does she have a valid driver’s license, smoke, availability
• INA Basic Skills Assessment
• Establish child care and work history
• Explore timeline for gaps in work history
• Education, special training
• Ask situational questions
• Explore red flags
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16. Recruiting and Screening
Reference Checking Candidates
• Get an accurate picture through another person’s filter,
frame of reference and perspective
• Use a patterned questionnaire
• Explore sensitive issues
• Check for consistent information
• Criminal Check
• Driving Record Check
• Social Security Number verification
• Child Abuse Clearance
• US Justice Department Sex Offender Registry/Trustline
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17. Insightful Business Practices
Household Staffing Industry
• Adhere to INA Recommended Practices for an agency
• View yourself as a professional, charge what you are worth
• Don't let bad clients stress you out
• Collect money before the nanny starts, rarely give refunds
• You can't please 100% of the people 100% of the time!
• Document and notate all conversations with client and candidate
• Just because the client asks, don’t feel as if you need to say “yes”, learn to say, I am sorry
I can’t help you”
• Track your sources and production to formulate metrics by which to measure
• Consistently evaluate your processes and systems seeking more efficient and streamlined
ways
• An agency’s job is to gather information and disclose that information, then note that
you have done so
• Pay attention to “red flags” when you review applicants and clients
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