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Seminar paper in the subject Business economics - Company formation, Business Plans, grade: 1,0, Technical University of Munich, language: English, abstract: The business concept describes the establishment of a daycare center with the anchoring of social and ecological guiding principles. The daycare center is primarily aimed at high-income, young families from upscale educational backgrounds. At the same time, a quota is set that allows socially disadvantaged families to place their children in all-day care for free. Since it is a non-profit organization, i.e., it does not make a profit, any surpluses are earmarked for specific purposes, such as further training for the childcare workers or increasing the rate of support for socially disadvantaged children. The management organization is simple and with flat hierarchies. The company attaches great importance to hiring experienced childcare workers and educators in order to achieve a high quality of care. These also form the core team of the team. Due to the socio-ecological focus and the social mix, this daycare center clearly distinguishes itself from the church and state childcare centers and forms the gap between the forest kindergarten and the minimalist childcare of the state institutions, which has not been offered by the market so far. Thus, there is a clear unique selling proposition, which meets a high demand in the considered subspace. When selecting the location, a structurally strong area with positive demographic development was chosen. In addition, care was taken to optimally reach both customer target groups and the social support group. In addition the selected location, Munich Milbertshofen, offers the advantage that the author social scientist has optimal knowledge of the socio-economic structure of the subspace. The same applies to the micro-location (Munich-Milbertshofen). In addition to the aforementioned characteristics, this location is also characterized by its good accessibility and proximity to numerous industrial companies and service providers.