Score Summary
Section
Shopper 1 (Selma)
Shopper 2 (Ella)
Combined
Enquiry (20%)
76.7%
63.3%
70.0%
Tour (50%)
74.7%
86.7%
80.7%
Follow-Up (30%)
63.3%
46.7%
55.0%
Overall Weighted
71.7%
70.0%
70.8%
6 Lessons for Starfish from Explorers
Each lesson identifies a specific Explorers behaviour observed across the two shopper visits, and contrasts it with what happened (or did not happen) at Starfish during the same audit. Each lesson closes with a concrete action Starfish can implement before the next tour.
1. Schedule a structured activity during every tour window
EXPLORERS, both shoppers
Ella saw show-and-share in kinder and painting in the older group, and called the rooftop circle her "favourite circle so far". Selma observed educators "engaging with the children, partaking in activities, sitting on the floor with them." Both shoppers scored children-engaged at 5.
STARFISH GAP, kinder room
Ella found "children disengaged with lack of resources to keep them occupied while educator was busy." Selma's baby room visit did not show this gap; the issue is room-specific.
ACTION
Every tour window coincides with a planned group activity in the kinder room. Kamal is briefed in
advance. Tour time equals best-foot-forward time.
2. Two educators per room, visibly engaged
EXPLORERS, Ella
"At least two educators in each room, visibly engaged with the children." Selma confirmed the same in her visit and rated educators 5 of 5.
STARFISH GAP, Ella's visit
"Educator was on her laptop with her back to some children." Lowest educator-engagement score in the audit (Q29: 2). Selma's baby room visit had no equivalent issue.
ACTION
Ten minutes before any tour, kinder educator briefed: no admin, no laptops, active engagement only.
Documentation happens outside tour windows.
3. Pre-tour gate and door safety check
EXPLORERS, both shoppers
Selma noted "multiple gates to prevent easy access, few gates in between rooms." Ella confirmed "all allocated gates were closed for the safety of the children, educators ensured every latch."
STARFISH GAP, Ella's visit
When the kinder door opened for the tour, a child moved toward it and Samantha had to retrieve them. Selma rated safety 5 of 5 in the baby room; the gap is the kinder room.
ACTION
Tour-prep checklist: all room doors and transition points confirmed latched before Samantha leaves
to collect the parent.
4. 24-hour follow-up rule, no exceptions
EXPLORERS, both shoppers
Ella received "a follow-up phone call from the receptionist" at 10:21 am the day after her tour, asked about her experience and willingness to recommend. Selma also received prompt follow-up; both rated speed at 4 or 5.
STARFISH GAP, Ella's visit
"One week later" a voicemail was left. Selma's follow-up at Starfish was faster and she answered the call. The inconsistency between the two shoppers is itself the process gap.
ACTION
Every tour triggers a follow-up call within 24 hours. Frame as a feedback request, not a sales call.
Reference the child by name and a specific moment from the tour.
5. Real-time parent communication via Storypark
EXPLORERS, both shoppers
Storypark demonstrated to Ella during the tour: parents see bottle times, nappy changes, meals, and photos in real time. Selma saw the same app in her tour. Explorers also showed both shoppers concrete proof of programmes like the self-contained Bush Kinder trolley in the basement, visible commitment rather than just talked about.
STARFISH POSITIONING GAP
Starfish's paper-based system is a deliberate safety decision. Neither Selma nor Ella heard it framed as a benefit; both noticed the absence of a real-time app.
ACTION
Keep the paper approach. Reframe it during every tour: "At pickup Samantha gives you a personal
verbal update on what your child ate, slept, and did. On Friday you get a full slideshow."
A premium service, not an absence.
6. Invest in room colour, warmth and visual richness
EXPLORERS, both shoppers
Ella praised Explorers as "very calm and peaceful" and singled out the "Shade Central" 3yo yard as a standout. Selma found Explorers "a little bit overwhelming with the number of rooms and ages at the one centre" but acknowledged each room was warm and well-presented. Same centre, different scale of comfort.
STARFISH GAP, Ella's qualitative
"The environment could benefit from a bit more colour to make it feel truly vibrant." Selma's exterior observation called it "warehouse" until inside. Both pointed to a warmth gap that does not need money to fix.
ACTION
Three quick wins before the next tour: children's artwork at eye level, a plant or natural element
in the kinder room, door propped open slightly for airflow. Zero cost, immediate parent impression lift.