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As with any business, the founders of Bright Horizons daycare had to consider the market space they would occupy. At a glance, it appeared they were entering an industry that presented few barriers to entry, offered low margins, relied upon a massive labor force, offered few brand distinctions and endured the burden of governmental oversight. Furthermore, Bright Horizons boasted no proprietary technology that would provide a competitive advantage, nor did it intend to compete on price in what had become a commodity industry. In short, it appeared to be a business proposal wrought with pitfalls.

In spite of this, Roger Brown and his wife, Linda Mason, proceeded to build a successful company within this industry. Reflecting upon their success, it is evident that their strategy illustrates the importance of positioning, relying upon a market-orientation, and adhering to the principles presented by Michael Porter in his essay "How Competitive Forces Shape Strategy."

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Approximate Word Count: 932
Approximate Pages: 4 (250 words per double-spaced page)

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