8 SWOT Analysis Questions Every Preschool or Daycare Should Ask to Increase Enrollment

A SWOT analysis is a powerful strategic tool for evaluating and strengthening your preschool, daycare, or early childhood education program. By identifying your program’s Strengths, Weaknesses, Opportunities, and Threats, you gain the clarity you need to make smarter decisions, attract more families, and increase enrollment.

Whether you’re a preschool director, a childcare business owner, or an early learning center administrator, asking the right questions helps you understand how your program is performing and how to position it effectively in a competitive market. It sets the foundation for long-term growth, better communication with families, and a more intentional marketing strategy.

💡 Why SWOT Analysis Matters for Childcare Providers

A strong SWOT analysis gives you a clear picture of where your program shines and where it needs support. It helps you:

• Highlight what makes your program stand out

• Uncover operational or marketing gaps before they affect enrollment

• Adapt to changes in parent expectations or community needs

• Prepare for external challenges like new competitors or staffing shortages

• Align your business strategy with real enrollment and retention goals

It also helps you improve parent communication and strengthen your online reputation because once you know where the weak spots are, you can fix issues before they show up in online reviews.

Use the 8 key questions below to understand exactly where your childcare center stands today and where it can grow.

🔑 8 SWOT Analysis Questions to Ask About Your Preschool or Daycare

1. What does our preschool do better than others? (Strength)

Identify what truly sets you apart—whether it’s your bilingual curriculum, low student-to-teacher ratios, long-tenured teachers, or standout enrichment classes like dance, yoga, music, STEM, or Mandarin/Spanish immersion. Whatever your strengths are, highlight them everywhere: on tours, in your social media posts and videos, throughout your website, and in your parent communication. Families can’t appreciate what they don’t consistently see.

Also think beyond the classroom. Maybe you offer year-round care with minimal closures, a warm and nurturing teaching team, or a beautifully organized learning environment. These are major selling points—so make sure they’re visible and crystal clear across all platforms.

2. Why do parents choose our childcare program over competitors? (Strength)

Use testimonials, reviews, or parent feedback to pinpoint your program’s most valued qualities—like warm, highly trained teachers, strong parent communication, or extended hours.

3. Where do we fall short in providing quality care or services? (Weakness)

Be honest about the areas where your program struggles or has limitations you can’t easily change—such as your school being in an older building or having a small outdoor space. Review internal feedback and online reviews to spot recurring issues, then address them directly. Parents appreciate transparency and want to know how you’re actively improving.

For example, if your outdoor play area is small, highlight how teachers take students on regular neighborhood walks, offer outdoor enrichment activities, or plan field trips to give children more opportunities to be outside. And if you’ve experienced higher turnover in the past, be upfront about it—explain the steps you’re now taking to strengthen teacher retention and spotlight the longtime educators who have been with your school for 5–10+ years.

Being honest, proactive, and solution-oriented builds trust and shows families you’re truly committed to high-quality care.

4. What complaints or concerns do parents commonly share? (Weakness)

Even small frustrations—like inconsistent communication or limited parking during drop-off and pick-up—can quietly impact retention. Use this question to surface and fix the pain points families notice but may not always tell you directly. It’s always better to identify and address an issue early, before a parent ends up expressing it in an online review. One of the easiest ways to get honest feedback is to periodically ask a trusted parent (current or even former) for the real scoop on what families are saying behind the scenes about your school. Their perspective can reveal issues you may not see from the inside.

5. What early childhood trends or local needs can we tap into? (Opportunity)

Look at both national trends and local data to determine what trend or need that isn't being addressed that your center can capitalize on to increase enrollment. Opportunities might include:

• Growing demand for bilingual preschools

• Interest in Reggio, Montessori, or play-based models

• Need for infant care or extended hours in your area

• Increased demand for forest schools or primarily outdoor-based programs (as happened during the pandemic)

6. Are there ways to expand or improve our current program offerings? (Opportunity)

Could you add:

• Enrichment classes like music, kung fu, or cooking?

• Parent education workshops?

• Summer camps or weekend events?

Think about how to increase your program’s value without overextending your resources. As well, think about how you can use your space most efficiently during horus when your daycare or preschool is not in session.

7. What external factors are hurting our enrollment or driving up costs? (Threat)

Common threats include:

• Rising rent or supply costs

• New competitors opening nearby

• Changing local regulations

Understanding your external challenges helps you stay prepared.

8. Are there trends that could reduce demand for our daycare or preschool services? (Threat)

For example, if your program only offers full-time care, a rise in remote or hybrid work—like what we saw during the pandemic—may push more families toward part-time or flexible scheduling options programs. These shifts can impact enrollment if you’re not watching them closely.

Stay ahead of the trends by regularly tracking parent needs, local competition, and broader economic changes. The more adaptable your program is, the easier it is to maintain strong enrollment even when the landscape shifts, which it inevitably will over time.

✅ What to Do Next: Turn Your SWOT Into Action

Once you’ve answered the 8 questions above:

1. Schedule a review session with your leadership team to go over the insights.

2. Create an action plan with clear goals, timelines, roles, and success metrics.

3. Revisit your plan regularly—at least every 6–12 months—to stay aligned with enrollment, business goals, and market changes.

🚀 Need Help With Marketing Strategy?

A strong SWOT analysis is just the first step to increasing enrollment for your daycare or preschool program. If you’re ready to turn marketing insights into real enrollment growth and business development, I can help. I work with childcare centers, daycares, and preschools to improve visibility, strengthen their marketing systems, and attract more families, starting with a comprehensive marketing audit of your program. My goal isn’t just to give you a plan; it’s to teach you how to run your own marketing campaigns with confidence, so you’re not dependent on outside help long-term.

📩 Reach out at annieliuconsulting@gmail.com to learn how we can grow your program together or book a free 30 minute marketing consult for your preschool or daycare here.