Business Plan for a Daycare: Step-by-Step Guide

Starting a daycare can be a rewarding and profitable venture, but it requires careful planning and compliance with regulations. A well-structured business plan for daycare will help you outline your goals, operational strategy, financial projections, and marketing approach. This guide will walk you through each step, from obtaining licenses to ensuring a safe and engaging environment for children. Whether you're launching a home-based childcare center or a full-scale facility, this plan will serve as your roadmap to success.

Executive Summary

Introduction

Starting a daycare business requires careful planning, compliance with regulations, and a strong understanding of the target market. This business plan provides a structured approach to launching and operating a successful daycare center, ensuring financial sustainability and long-term growth.

Center Overview

The daycare center will offer high-quality childcare services in a safe, engaging, and nurturing environment. The facility will cater to children from infancy to preschool age, providing structured programs that support early childhood development. Additional services such as meal plans, extended hours, and special needs care will be available to meet diverse parental needs.

Mission and Vision Statement

Mission: To provide a secure and stimulating environment where children can grow, learn, and develop essential life skills through play-based education and personalized care.

Vision: To be a trusted and leading daycare provider, recognized for excellence in early childhood education, safety, and customer satisfaction.

Key Goals and Objectives

• Deliver high-quality childcare services that focus on cognitive, social, and emotional development.
• Maintain regulatory compliance with all licensing, health, and safety standards.
• Ensure financial viability and growth by optimizing pricing, securing funding, and managing operational costs.
• Build strong customer relationships through exceptional service, parent engagement, and community outreach.
• Develop a team of qualified and trained educators committed to providing the best care and education.

Geographic Reach and Accessibility

The daycare center will be strategically located in a family-friendly residential area or near business districts to serve working parents. Proximity to public transportation, parking availability, and compliance with zoning regulations will be key considerations in selecting the location. The facility will also accommodate flexible hours to cater to parents with non-traditional work schedules.

Daycare Services Offered

Service Definition and Themes

The daycare center will provide a structured and nurturing environment that promotes early childhood learning and social development. The curriculum will be designed around age-appropriate activities, including interactive play, creative arts, early literacy, and STEM-based learning. The center will follow recognized early childhood education frameworks, ensuring that children receive a balanced mix of cognitive, emotional, and physical development.

Age Groups and Program Types

The daycare will cater to multiple age groups, offering tailored programs to suit different developmental stages:

• Infant Care (0–12 months): Focus on sensory development, bonding, and basic motor skills.
• Toddler Program (1–3 years): Introduction to structured routines, social interaction, and early learning activities.
• Preschool Program (3–5 years): Kindergarten readiness with foundational learning in literacy, numeracy, and problem-solving.
• After-School Care (5–10 years): Homework support, recreational activities, and skill-based learning for school-aged children.

Additional Services

To enhance convenience for parents and cater to diverse needs, the daycare will provide:

• Nutritious Meal Plans: Balanced breakfast, lunch, and snacks prepared according to dietary guidelines.
• Extended Hours: Early drop-off and late pick-up options to accommodate working parents.
• Special Needs Care: Inclusive learning environments and trained staff to support children with developmental or physical disabilities.
• Weekend and Holiday Programs: Flexible care options during non-school days for parents who work irregular hours.

Target Customer Profile

The daycare’s primary customer base will consist of:

• Working parents seeking full-time childcare services.
• Families with young children looking for structured learning programs.
• Single parents requiring flexible daycare solutions.
• Parents of children with special needs who require tailored learning environments.

A deep understanding of the target demographic will help position the daycare as a trusted and essential service within the community.

Business Structure and Legal Considerations

Business Entity Type

Selecting the right business structure is crucial for legal and financial protection. The daycare will operate under one of the following business models:

• Limited Liability Company (LLC): Provides personal liability protection and tax benefits while allowing operational flexibility.
• Sole Proprietorship: Suitable for small, home-based daycare centers but offers no personal liability protection.
• Partnership: Ideal for co-owned daycare businesses, where responsibilities and profits are shared.
• Franchise Model: Operating under an established brand can provide built-in recognition and a proven business system.

The choice of entity will depend on liability concerns, taxation, and long-term scalability.

Licensing and Regulations

Operating a daycare requires compliance with local, state, and national regulations. The key licensing requirements include:

• Childcare License: Issued by local childcare regulatory bodies, ensuring compliance with safety and operational standards.
• Zoning and Health Permits: Verification that the daycare location meets zoning laws and health department requirements.
• Background Checks: Mandatory for all daycare staff to ensure child safety.
• Staff Certification Requirements: Lead teachers and caregivers may need specific early childhood education qualifications.

Failure to comply with licensing regulations can result in fines, business closure, or loss of credibility with parents.

Insurance Requirements

To protect the business, staff, and children, the daycare will carry:

• General Liability Insurance: Covers accidents, property damage, and third-party claims.
• Professional Liability Insurance: Protects against claims related to staff negligence.
• Workers' Compensation Insurance: Required for businesses with employees to cover workplace injuries.
• Property Insurance: Covers facility damage due to fire, theft, or natural disasters.

Having comprehensive insurance ensures financial security and legal compliance.

Organizational Structure and Management Team

A well-defined management structure will help streamline operations. The core team will include:

• Owner/Director: Oversees business strategy, licensing, and financial management.
• Center Manager: Manages daily operations, staff, and curriculum implementation.
• Lead Teachers: Design and execute educational programs.
• Childcare Assistants: Support teachers with daily activities and childcare needs.
• Administrative Staff: Handle enrollment, customer service, and compliance paperwork.

Each team member will undergo training to ensure the highest standards of care and education.

Market Analysis

Demand for Daycare Services

The demand for daycare services continues to grow as more parents seek reliable childcare solutions while balancing their careers. Key factors driving demand include:

• Increasing workforce participation among parents, particularly mothers returning to work.
• Rising urbanization and dual-income households, leading to higher reliance on childcare centers.
• Greater awareness of early childhood education, making structured daycare programs a preferred choice.

The daycare industry is resilient, with consistent demand even during economic downturns, as parents prioritize childcare over discretionary spending.

Customer Demographics and Needs

The ideal customer profile includes:

• Working professionals needing full-time childcare.
• Single parents requiring flexible hours and affordable options.
• Families prioritizing early education for their children’s cognitive and social development.
• Parents seeking specialized programs, such as bilingual education, special needs support, or extended care hours.

Understanding these demographics helps tailor marketing strategies and service offerings to attract and retain clients.

Competitor Analysis and Unique Selling Proposition

A competitive analysis will assess nearby daycare centers, their pricing, curriculum, and customer reviews. Key differentiators for the daycare business may include:

• Smaller class sizes for personalized attention.
• Technology integration, such as live-streaming for parents to monitor their child’s day.
• Specialized programs like Montessori, bilingual education, or STEM-based learning.
• Extended operating hours to accommodate non-traditional work schedules.

By identifying gaps in competitor services, the daycare can position itself as a superior choice in the market.

Industry Trends and Growth Potential

The daycare industry is evolving with new trends, including:

• Increased focus on safety and hygiene, especially post-pandemic.
• Higher demand for tech-enabled daycare centers, offering digital communication with parents.
• Rising popularity of eco-friendly and nature-based programs, promoting sustainability and outdoor learning.
• Government subsidies and grants encouraging childcare business growth.

By staying ahead of these trends, the daycare can attract forward-thinking parents and establish itself as an industry leader.

Business Model and Revenue Streams

Tuition and Pricing Strategy

The daycare’s pricing strategy will be competitive yet sustainable, ensuring affordability for parents while covering operational costs and generating profit. Tuition fees will be structured based on:

• Age Group: Infant care typically costs more due to higher staff-to-child ratios.
• Full-Time vs. Part-Time Enrollment: Full-time programs will have a discounted rate compared to part-time or drop-in care.
• Premium Services: Additional charges for extended hours, specialized programs (e.g., bilingual education, STEM curriculum), and meal plans.

Pricing will be adjusted based on market research and competitor analysis to remain attractive while maintaining profitability.

Additional Revenue Sources

Beyond tuition, the daycare will explore multiple revenue streams to enhance financial stability:

• Grants and Subsidies: Government programs supporting childcare businesses, particularly those offering services for low-income families or special needs children.
• Membership Programs: Exclusive benefits for enrolled families, such as priority access to events, discounted sibling rates, or loyalty rewards.
• Enrichment Classes: Offering extracurricular activities like music, dance, or foreign language lessons for an additional fee.
• Summer Camps and Holiday Programs: Providing seasonal childcare services when schools are closed.
• Corporate Partnerships: Collaborating with businesses to offer discounted daycare services for employees as part of their benefits package.

Potential Collaborations and Partnerships

Building strong partnerships can expand the daycare’s reach and increase profitability. Key opportunities include:

• Local Schools and Preschools: Establishing referral programs to transition children into formal education.
• Healthcare Providers: Collaborating with pediatricians and child psychologists to offer wellness programs.
• Community Centers and Libraries: Hosting events or educational workshops to attract potential customers.
• Parent Associations and Support Groups: Engaging with parent communities to build brand awareness and trust.

By diversifying revenue streams and forming strategic partnerships, the daycare will ensure long-term financial sustainability and growth.

Location, Facilities, and Equipment

Choosing the Right Location

The daycare’s location is a critical factor for success, influencing accessibility, enrollment rates, and operational efficiency. Key considerations for selecting the ideal site include:

• Proximity to Residential and Business Hubs: A location near family-oriented neighborhoods or office complexes maximizes convenience for parents.
• Safety and Accessibility: Secure premises with easy drop-off and pick-up zones, parking availability, and proximity to public transportation.
• Zoning and Licensing Compliance: Ensuring the property meets local zoning laws and daycare facility regulations.
• Size and Capacity: Sufficient indoor and outdoor space to accommodate the intended number of children while maintaining legal child-to-staff ratios.

Facility Requirements and Setup

The daycare facility will be designed to create a stimulating and secure environment for children. Essential areas include:

• Classrooms: Age-appropriate learning spaces with designated activity zones.
• Indoor Play Areas: Equipped with child-safe toys and interactive learning materials.
• Outdoor Playground: Fenced, well-maintained play structures that encourage physical activity.
• Nap and Rest Areas: Quiet, comfortable spaces with cribs and sleeping mats.
• Dining and Kitchen Facilities: Dedicated meal preparation and dining areas to ensure proper nutrition and hygiene.
• Parent Waiting and Reception Area: A welcoming space for drop-off, pick-up, and parent inquiries.

Safety and Compliance Standards

Ensuring a safe environment is a top priority. The daycare will implement:

• Emergency Preparedness: Fire safety measures, evacuation plans, and first-aid stations.
• Health and Hygiene Protocols: Daily sanitization, illness prevention policies, and childproofing of all facilities.
• Secure Entry Systems: Restricted access with surveillance cameras, ID check-ins, and controlled visitor entry.

Essential Equipment and Supplies

The daycare will be fully equipped with:

• Child-Sized Furniture: Desks, chairs, storage units, and activity tables.
• Educational Materials: Books, puzzles, art supplies, and interactive learning tools.
• Playground Equipment: Swings, slides, climbing structures, and soft-surface flooring.
• Technology: Tablets for educational purposes and security cameras for monitoring.

Operations and Staffing

Staff Hiring and Roles

Hiring qualified and experienced staff is essential for maintaining high-quality childcare services. The daycare team will consist of:

• Daycare Director/Owner: Oversees operations, financial management, and regulatory compliance.
• Lead Teachers: Plan and implement educational programs, ensuring child development milestones are met.
• Assistant Teachers: Support lead teachers in classroom activities and child supervision.
• Childcare Aides: Help with feeding, hygiene, and playtime supervision.
• Administrative Staff: Manage enrollments, parent communications, and scheduling.
• Cleaning and Maintenance Personnel: Ensure hygiene and safety compliance within the facility.

Staff qualifications will align with state licensing requirements, with lead teachers typically holding degrees or certifications in early childhood education.

Teacher-Child Ratios and Licensing Requirements

Adhering to proper teacher-child ratios ensures individualized attention and compliance with childcare regulations. Standard ratios include:

• Infants (0–12 months): 1 teacher per 3–4 children
• Toddlers (1–3 years): 1 teacher per 5–6 children
• Preschoolers (3–5 years): 1 teacher per 8–10 children
• School-Age (5+ years): 1 teacher per 12–15 children

Maintaining these ratios not only enhances the quality of care but also ensures legal compliance and child safety.

Training and Development Programs

Ongoing professional development is crucial for maintaining high-quality childcare. Training programs will include:

• CPR and First Aid Certification: Mandatory for all staff to handle medical emergencies.
• Child Development and Behavioral Training: Helps teachers create engaging, age-appropriate programs.
• Health and Safety Protocols: Covers sanitation practices, food handling, and emergency response.
• Parental Communication Skills: Enhances interaction with families and ensures transparency in childcare practices.

Regular workshops and certification renewals will keep staff up to date with industry best practices.

Daily Operations and Workflow

The daycare will follow a structured schedule to maintain consistency and routine for children. A typical day includes:

• Drop-Off and Welcome Activities: Parents sign in their children, followed by supervised free play.
• Educational Sessions: Age-appropriate learning activities, including storytelling, sensory play, and early literacy.
• Snack and Meal Times: Nutritious meals provided according to dietary guidelines.
• Nap and Rest Periods: Infants and toddlers follow designated sleep schedules.
• Outdoor Play and Physical Activities: Encourages movement and social interaction.
• Parent Pick-Up and Closing Procedures: Staff provide daily reports on each child’s progress.

Marketing and Customer Acquisition Strategy

Branding and Positioning

Creating a strong brand identity will differentiate the daycare center from competitors and build trust among parents. Key branding elements include:

• Name and Logo: A memorable, child-friendly name with a professional logo.
• Core Values: Emphasizing safety, education, and personalized care.
• Unique Selling Proposition (USP): Highlighting what makes the daycare stand out—such as a bilingual curriculum, extended hours, or live-streaming for parents.
• Consistent Messaging: A warm, engaging tone that reassures parents of the daycare’s commitment to their child’s well-being.

Online Presence and Digital Marketing

A strong online presence will enhance visibility and attract potential customers. Digital marketing strategies include:

• Professional Website: Featuring information on programs, pricing, testimonials, and enrollment options.
• SEO and Local Listings: Optimizing the website for search engines and listing the daycare on platforms like Google My Business and Yelp.
• Social Media Marketing: Using platforms like Facebook and Instagram to showcase daily activities, success stories, and upcoming events.
• Parent Testimonials and Reviews: Encouraging satisfied parents to leave positive reviews on Google, Facebook, and childcare directories.

Local Outreach and Community Engagement

Building relationships within the local community will help drive word-of-mouth referrals. Strategies include:

• Open Houses and Facility Tours: Inviting parents to visit the center and meet the staff.
• Collaborations with Local Businesses: Partnering with pediatricians, parenting groups, and schools for cross-promotion.
• Participation in Community Events: Hosting family-friendly events, workshops, and charity drives to increase visibility.
• Referral Partnerships: Establishing relationships with OB-GYN clinics, hospitals, and real estate agents who frequently interact with new parents.

Referral Programs and Promotions

Incentivizing referrals and offering promotions can boost enrollment numbers. Examples include:

• Referral Discounts: Offering a tuition discount for parents who refer new families.
• Sibling Discounts: Providing special pricing for families with multiple children.
• Seasonal Promotions: Running limited-time offers, such as waived registration fees or free trial days.
• Loyalty Rewards: Recognizing long-term customers with exclusive perks or discounts.

By implementing a well-rounded marketing strategy, the daycare can establish a strong reputation and attract a steady stream of families.

Financial Plan and Projections

Startup Costs Breakdown

Launching a daycare center requires an initial investment to cover facility setup, licensing, staffing, and marketing. The key startup expenses include:

• Facility Rental or Purchase: Lease deposit or property acquisition cost.
• Renovations and Setup: Childproofing, classroom design, and interior modifications.
• Furniture and Equipment: Cribs, child-sized tables and chairs, toys, books, and learning materials.
• Licensing and Permits: Fees for state and local childcare licenses, business registration, and health permits.
• Insurance: Coverage for liability, property, and worker’s compensation.
• Marketing and Branding: Website development, social media ads, printed materials, and local outreach campaigns.
• Initial Staff Salaries and Training: Hiring and onboarding costs before revenue generation begins.

A detailed financial projection will help determine the capital needed before the business reaches profitability.

Monthly and Annual Operating Budget

To ensure sustainability, the daycare will operate within a well-structured budget. Recurring expenses include:

• Rent and Utilities: Monthly lease payments, electricity, water, and internet.
• Salaries and Benefits: Payroll for teachers, assistants, and administrative staff.
• Supplies and Materials: Art supplies, educational tools, cleaning products, and food for children.
• Marketing and Advertising: Ongoing efforts to attract new families.
• Insurance and Compliance Fees: Renewals for business licenses, liability coverage, and safety certifications.

Cash flow management will be essential, ensuring that tuition payments align with payroll and overhead costs.

Revenue and Profitability Projections

The daycare’s income will primarily come from tuition fees, supplemented by additional revenue streams such as enrichment programs and extended care services. Projections will include:

• Break-even Analysis: Estimating when revenue will cover startup costs.
• Monthly Revenue Goals: Based on enrollment numbers and service offerings.
• Annual Growth Targets: Expected increase in student capacity, tuition adjustments, and program expansion.
• Profit Margins: Evaluating net earnings after expenses.

A conservative financial model will be used to ensure sustainability, factoring in industry benchmarks and potential fluctuations in enrollment.

Key Financial Assumptions

To maintain financial health, the business plan will account for:

• Enrollment Growth Rate: Projected increase in student numbers over the first 3–5 years.
• Seasonal Fluctuations: Adjustments for lower enrollments during summer months.
• Operational Reserves: A financial cushion to cover unexpected expenses or economic downturns.
• Tuition Adjustments: Strategic pricing reviews based on inflation, competitor rates, and program value additions.

Risk Management and Contingency Planning

Common Business Risks and Mitigation Strategies

Running a daycare involves multiple risks, including financial, operational, legal, and reputational challenges. Key risks and strategies to mitigate them include:

- Low Enrollment:

• Mitigation: Strong marketing efforts, competitive pricing, referral programs, and partnerships with local businesses.

- Staff Turnover:

• Mitigation: Competitive salaries, professional development programs, and fostering a positive work environment.

- Safety and Liability Issues:

• Mitigation: Comprehensive insurance policies, strict child supervision, first aid training, and security protocols.

- Regulatory Compliance Challenges:

• Mitigation: Regular audits, ongoing staff training, and staying updated on childcare laws and licensing requirements.

- Economic Downturns:

• Mitigation: Diversified revenue streams, financial reserves, and offering flexible payment options for families.

By proactively addressing risks, the daycare can maintain stability and long-term success.

Emergency Preparedness Plan

Ensuring child safety in emergencies is a top priority. The daycare will have a well-defined response plan for various scenarios, including:

• Fire and Natural Disasters: Fire drills, evacuation routes, and emergency exits will be clearly marked and practiced regularly.
• Medical Emergencies: Staff will be trained in CPR and first aid, with an on-site medical kit readily available.
• Security Threats: Access control measures, visitor screening, and lockdown procedures will be in place to protect children and staff.
• Health Outbreaks: Illness prevention protocols, sanitization procedures, and a sick-child policy will minimize health risks.

Regular drills and staff training will ensure that all team members are prepared to handle emergencies efficiently.

Backup Funding and Financial Cushion

Financial stability is crucial to withstand unforeseen challenges. Strategies to maintain liquidity include:

• Emergency Fund: Setting aside 3–6 months’ worth of operating expenses.
• Flexible Loan Options: Establishing a line of credit for short-term financial support.
• Alternative Revenue Streams: Offering weekend care, summer programs, or educational workshops to generate additional income.
• Government Assistance: Exploring grants, subsidies, and tax incentives for childcare providers.

A solid financial contingency plan ensures that the daycare can continue operations even during difficult periods.

Growth and Expansion Strategy

Adding New Services or Locations

As the daycare becomes established and reaches full enrollment capacity, expansion opportunities will be explored. Growth strategies include:

- Introducing New Programs:

• Adding extracurricular activities such as music, arts, STEM classes, or foreign language immersion.
• Expanding services to include night care or weekend care for parents with non-traditional work schedules.

- Offering Specialized Services:

• Developing programs for children with special needs, including therapy and sensory-friendly learning environments.
• Implementing Montessori or Reggio Emilia-inspired education models to differentiate from competitors.

- Extending Age Groups Served:

• Launching early education programs for toddlers transitioning to preschool.
• Providing after-school programs for elementary-age children.

By diversifying service offerings, the daycare can increase revenue streams and attract a broader customer base.

Franchising or Licensing Options

Once the daycare model proves successful, expansion through franchising or licensing may be considered. Options include:

- Opening Additional Company-Owned Locations:

• Establishing daycare centers in new residential or business areas to reach more families.

- Franchising the Business Model:

• Creating a structured system where independent operators can run daycare centers under the brand name.
• Offering training, operational support, and standardized curriculum to franchisees.

- Licensing the Curriculum:

• Selling proprietary lesson plans and educational methodologies to other daycare providers.

Franchising or licensing allows for brand growth while leveraging external investment.

Scaling Operations and Workforce

As enrollment increases, operational expansion will be necessary. Strategies include:

• Hiring Additional Staff: Expanding the teaching team while maintaining proper teacher-child ratios.
• Investing in Technology: Implementing daycare management software to streamline enrollment, attendance tracking, and parent communication.
• Upgrading Facilities: Expanding classroom space, enhancing playground equipment, and modernizing learning materials.
• Partnerships with Corporations: Collaborating with companies to offer on-site daycare services for employees.

A structured growth plan will ensure that expansion efforts maintain high-quality care and operational efficiency.

Appendices and Supporting Documents

The appendices will contain essential documents, data, and resources that support the daycare business plan. These materials provide additional credibility and reference points for financial projections, market analysis, and operational planning.

Organizational Chart

A visual representation of the daycare’s management and staffing structure, outlining roles and reporting hierarchies.

Sample Budget

A detailed breakdown of:

• Startup Costs: Facility rental, equipment, licensing, insurance, and initial marketing expenses.
• Recurring Expenses: Salaries, utilities, supplies, and maintenance costs.
• Revenue Projections: Expected tuition income, additional service fees, and growth estimates.

Market Research Data

• Demographic insights: Local population data, income levels, and working parents' childcare needs.
• Competitive analysis: Information on other daycare centers in the area, including pricing and service comparisons.
• Industry trends: Data on early childhood education demand, regulations, and emerging best practices.

Staff Resumes

Resumes of key team members, showcasing their qualifications, experience in childcare, and certifications.

FAQs

What are the key factors to consider when starting a daycare?

Starting a daycare requires careful planning in several key areas:

• Licensing and Compliance: Ensure the daycare meets all local and state regulations.
• Location Selection: Choose a safe, accessible, and family-friendly area.
• Quality Staffing: Hire qualified caregivers and teachers with appropriate certifications.
• Curriculum Development: Implement an age-appropriate educational program.
• Financial Planning: Prepare a budget for startup costs, operational expenses, and revenue generation.
• Marketing and Customer Acquisition: Develop a strong brand and promotional strategies to attract parents.

How much does it cost to open a daycare?

The initial investment for a daycare varies based on location, size, and business model. Common startup costs include:

• Facility Lease or Purchase: $10,000–$100,000+ depending on property size and location.
• Renovations and Setup: $5,000–$50,000 for childproofing, furnishing, and classroom design.
• Licensing and Insurance: $2,000–$10,000 to meet legal requirements.
• Staff Salaries and Training: $5,000–$50,000 for initial hiring and professional development.
• Marketing and Branding: $2,000–$10,000 for website development, advertisements, and promotional materials.

On average, small home-based daycare centers may start with as little as $10,000, while larger commercial facilities may require over $100,000 in investment.

What legal requirements must be met?

To operate legally, a daycare must comply with:

• Childcare Licensing: State-issued permits for operating a childcare facility.
• Zoning and Building Codes: Local laws regarding daycare locations and safety compliance.
• Background Checks: Mandatory screenings for all staff members.
• Health and Safety Standards: Compliance with sanitation, emergency preparedness, and childproofing regulations.
• Insurance Policies: General liability, workers' compensation, and property insurance coverage.

Consulting a legal expert or local childcare licensing authority is recommended for full compliance.

How do I attract and retain customers?

Effective customer acquisition and retention strategies include:

• Strong Online Presence: A professional website, active social media accounts, and positive online reviews.
• Referral Programs: Offering discounts for parents who refer new families.
• Community Engagement: Hosting events, partnering with local businesses, and participating in parenting workshops.
• High-Quality Services: Ensuring a nurturing, safe, and educational environment to encourage long-term enrollment.
• Flexible Payment Plans: Offering discounts for siblings, part-time enrollment options, and early payment incentives.

Consistently delivering excellent childcare services will naturally lead to positive word-of-mouth recommendations.