The early childhood education and care (ECEC) sector in Australia presents significant opportunities for businesses providing products and services to childcare providers. With industry revenue reaching $17.4 billion in 2024 and growing at a compound annual growth rate (CAGR) of 3.3% (IBISWorld, 2024), there is clear momentum and opportunities for businesses.

However, engaging effectively requires a nuanced understanding of the industry’s unique challenges, regulatory landscape, and diverse types of childcare facilities.

Understanding types of childcare facilities in Australia

Australia’s childcare sector encompasses various service types, each with different operational scales and purchasing power:

Long day care centres: Catering to children aged 0–6 years, these facilities provide full-day services and often incorporate educational programmes aligned with the Early Years Learning Framework (EYLF). They typically have higher purchasing needs for educational materials, safety equipment, and operational supplies due to their larger size and consistent demand.

Kindergartens: Typically serving children in the year or two before they begin formal schooling, kindergartens focus on early childhood education with an emphasis on play-based learning. These facilities prioritise educational resources, developmentally, and products that support their curriculum. Decision-making is often driven by educational outcomes and regulatory compliance with state-specific early childhood frameworks.

Occasional care: Offering short-term, flexible care, these centres focus more on temporary resources and supplies, with purchasing requirements that vary based on fluctuating demand.

Family daycare: Home-based care provided by a registered educator for a small group of children. These settings have smaller purchasing power but may seek quality educational resources and safety products that are adaptable to home use.

Inhome care: Personalised care delivered in the child’s home, often by nannies or babysitters. The purchasing needs here are more tailored and specific, depending on the family’s preferences and the child’s needs.

Who runs childcare centres?

Childcare centres in Australia can be established and operated by a wide range of organisations, each influencing the decision-making process for purchases:

Parent committees: Many community-based childcare centres and kindergartens are managed by committees of volunteer parents. These committees often play a significant role in decision-making, especially for day-to-day purchases and operational supplies, with a strong emphasis on affordability to avoid impacting fees for parents.

Workplaces or universities: Some childcare centres are affiliated with workplaces or universities, where decision-making might involve both the centre’s management and the broader organisation’s administration, particularly for significant purchases.

Community organisations or local Councils: Centres operated by these entities have structured decision-making processes. While centre management may handle routine purchases, more substantial acquisitions often require approval from the council’s early years teams to ensure compliance with regulatory standards.

Private businesses: Privately run childcare centres, including those operated by large chains, typically have centralised purchasing departments that handle procurement decisions, streamlining the process but potentially involving more rigid vendor selection criteria.

Gyms, aquatic centres, and retailers: Childcare services within these facilities prioritise convenience and brand alignment in their purchasing decisions, integrated with the broader business operations.

Key challenges in the childcare sector

Businesses must address several key challenges that childcare providers face to effectively sell into the sector:

Regulatory Compliance: The sector is highly regulated, with stringent requirements set by the Australian Children’s Education and Care Quality Authority (ACECQA). Providers must comply with the National Quality Framework (NQF), covering educational programmes, staff qualifications, safety standards, and more.

Staffing shortages: According to IBISWorld staffing shortages are among the most significant challenges facing the industry, with many facilities forced to cap enrolment numbers due to insufficient staff. This challenge impacts the overall operational capacity and service delivery of childcare centres.

Low market concentration: The childcare services industry in Australia is highly fragmented, with approximately 80% of providers operating a single facility, limiting competition and allowing localised service provision. That said, the top four companies generate almost 40% of industry revenue, IBISWorld, 2024.

Occupancy rates: Low occupancy rates, particularly in areas where there is surplus capacity, have constrained the performance of some childcare services. This trend was exacerbated by the rapid construction of new facilities in certain geographic markets, leading to an oversupply in some regions.

Impact of COVID-19: The COVID-19 pandemic has disrupted revenue streams across the sector. Government support measures were critical in keeping the industry afloat during this period. However, the lingering effects of the pandemic continue to impact the sector’s recovery and growth.

Affordability and accessibility: Providers must balance affordability with the sustainability of operations, navigating the tension between offering competitive pricing and maintaining financial viability.

Parental engagement: Engaging parents as active participants in their child’s early education is essential, and products that facilitate better communication with parents or improve the overall parent experience are in demand.

Technology integration: As the industry modernises, integrating technology into childcare operations is becoming increasingly important, with providers needing solutions that enhance operational efficiency and simplify compliance management.

Understanding key business drivers of childcare providers

To effectively sell to childcare providers, it’s essential to understand the core drivers that influence their decision-making:

1. Child safety and wellbeing: Providers prioritise the safety and wellbeing of children. Solutions that enhance safety protocols, monitor child development, and ensure a secure environment are highly valued.
2. Educational outcomes: Providers aim to deliver high-quality educational programs that support children’s development. Businesses offering innovative educational tools, curricula, or training programs aligned with the EYLF can appeal to these providers.
3. Operational efficiency: Streamlining administrative tasks and improving workflow efficiency are crucial for providers. Solutions that automate routine tasks and enhance productivity resonate well with childcare centres.
4. Parent satisfaction: Ensuring high levels of parent satisfaction is vital for retaining enrolments and building a positive reputation. Products that facilitate better communication with parents, offer real-time updates on their child’s progress, or improve the overall parent experience are in demand.
5. Value for Money: Demonstrating the value for money your products provide can resonate strongly, especially in environments where budget considerations are crucial.

Effective sales strategies

To effectively sell to childcare providers, businesses should:

Child safety and wellbeing: Providers prioritise the safety and wellbeing of children. Solutions that enhance safety protocols, monitor child development, and ensure a secure environment are highly valued.

Educational outcomes: Providers aim to deliver high-quality educational programs that support children’s development. Businesses offering innovative educational tools, curricula, or training programs aligned with the EYLF can appeal to these providers.

Operational efficiency: Streamlining administrative tasks and improving workflow efficiency are crucial for providers. Solutions that automate routine tasks and enhance productivity resonate well with childcare centres.

Parent satisfaction: Ensuring high levels of parent satisfaction is vital for retaining enrolments and building a positive reputation. Products that facilitate better communication with parents, offer real-time updates on their child’s progress, or improve the overall parent experience are in demand.

Value for money: Demonstrating the value for money your products provide can resonate strongly, especially in environments where budget considerations are crucial.

Childcare providers near me: targeting childcare providers effectively

When targeting childcare providers, having access to accurate and comprehensive data is essential. Firmable is the only B2B Australian database that includes local registers, allowing you to filter on childcare facilities.

This data can be segmented by location, employee size, contacts, job titles, email addresses, and phone numbers, making it easier to build out your Ideal Customer Profile (ICP) for the childcare sector.

By utilising Firmable’s robust database, you can:

1. 1. key contacts: Directly access the contact details of decision-makers within Childcare centres
   2. Segment by location and size: Tailor your outreach efforts based on the geographical location and size of the providers.
   3. Optimise your outreach: Use detailed job titles and contact information to ensure your message reaches the right people.
   4. Enhance accuracy and efficiency:  Rely on, up-to-date information to streamline your sales and marketing efforts. 

Learn more about Firmable and our local registers.

Conclusion

Successfully selling to the childcare sector requires a deep understanding of the industry’s nuances, from the diverse types of facilities to the varying decision-making processes. By addressing industry challenges, aligning with key business drivers, and employing targeted sales strategies, businesses can position themselves as valuable partners in this vital sector.

Access to accurate and comprehensive data, like that provided by Firmable, is essential for identifying and reaching the right decision-makers, ultimately driving growth and success.