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The importance of an elevator pitch in a childcare setting

date January 28, 2022Billy Welsby, PACEY

Here at Kinderly, we are always finding ways to support you in your early years practice. That’s why, on this occasion, we’ve asked our pals at PACEY, to share some business tips for you – we hope they are useful!

We know that talking about yourself and promoting your business can be a daunting idea but having a good elevator pitch is an essential tool that can help your business thrive and attract potential parents.

What is an elevator pitch?

An ‘elevator pitch’ can be defined simply as a short description of an idea, product or company that helps sum up what it does or what service it offers to its intended audience. In the case of early years education and childcare, an elevator pitch could be used to describe the type of care you provide in a way that interests parents who may be looking for childcare and makes them want to find out more. It is not just a valuable marketing tool but a way for you to clearly define the vision you have for your setting.

You have likely heard elevator pitches in everyday life. Large corporations use them in advertising and marketing as part of their brand. For example, Marks and Spencer describes itself as “the UK’s leading retailer bringing quality, great value food, clothing and homeware to millions of customers around the world,” whilst the BBC says it’s “the world’s leading public service broadcaster. We’re impartial and independent, and every day we create distinctive, world-class programmes and content which inform, educate and entertain millions of people in the UK and around the world.”

Why do I need an elevator pitch?

This can depend. Lots of parents will more than likely research several potential childcare providers themselves. Having a brief summary about your setting and your services is a great way to open a conversation with potential parents and may answer any questions they have.

What do the regulators say?

In England Ofsted expects providers to have a clear vision and strategy for their setting. “Leaders have a clear and ambitious vision for providing high-quality, inclusive care and education to all. This is realised through strong shared values, policies and practice” (Early years inspection handbook for Ofsted-registered provision – GOV.UK (

In Wales, all registered childcare and play providers need to have a written Statement of Purpose in line with the regulatory requirements of Care Inspectorate Wales (CIW). “It sets out the vision for the service and your aspirations for meeting the needs of the children you care for. It should clearly demonstrate that you fully understand their needs and demonstrate how, particularly through leadership and management, staffing arrangements, activities, routine, facilities and environment, you will do your best to promote the best possible outcomes for the children.” CIW Guide to Compiling a Statement of Purpose. An elevator pitch once developed can be incorporated into the Statement of Purpose for the setting.


How do I decide what my elevator pitch is?

As we mentioned before, creating an elevator pitch can be a challenge but PACEY can help support you if you are looking to further your practice. PACEY members have access to Business Smart resources in the members area. Business Smart has everything from how to write business plans to the type and level of marketing you can utilise to attract potential parents. Not a member? Click here 

Developing an elevator pitch and being able to use it confidently can be a great marketing tool. PACEY resources can help you on your way in formulating yours, as well as helping you think about other marketing techniques, like having a Unique Selling Point (USP) and understanding and identifying potential customers.

What do other providers have as their elevator pitches?

We recently asked on social media ‘how would you describe your role as a childcare professional?’. We had a huge response, and all of these could be considered an elevator pitch. Reading other provider’s pitches is a fantastic way to inspire your own ideas.

“The next best place to home. A place where your children learn at their own pace and are reassured daily that they matter and most importantly are loved” Janine, childminder

“Offering a safe secure homely place for little people. Welcoming them as a family member whilst nurturing learning in an environment that children love to be in.”  Dot, childminder

“Tailor made to suit busy lives of parents, offers a range of experiences that some parents might not have access to. Offers an inclusive and diverse setting that gives everyone that sense of belonging.” Vicky, childminder.

Of course, your elevator pitch needs to be unique to you, your setting, and your offer. There is no right or wrong but remember to keep it brief, to the point and honest.


Where can I get more support?

Membership with The Professional Association for Childcare and Early Years (PACEY) provides all the support and resources you need throughout your career in early years and childcare. This includes business and marketing resources, free training, templates, monthly live webinars and more. If you join as a Practitioner Plus member you will also get Kinderly Together included for free. Find out more here.