All scores from the three shopper scorecards. Weighted section totals reflect the three-section weighting (Enquiry 20 percent, Tour 50 percent, Follow-Up 30 percent). The combined column averages Shopper 1 and Shopper 2. The question-by-question table at the bottom shows every individual score.
Section Totals by Centre
Starfish ELC Essendon
Enquiry (20%)
75.0%
Tour (50%)
78.0%
Follow-Up (30%)
50.0%
Gut-feel enrolment
8.0/10
Centre rating
3.25/4
Combined Score
69.0%
Explorers ELC Essendon
Enquiry (20%)
70.0%
Tour (50%)
80.7%
Follow-Up (30%)
55.0%
Gut-feel enrolment
8.0/10
Centre rating
3.75/4
Combined Score
70.8%
Journey ELC Essendon North
Enquiry (20%)
58.4%
Tour (50%)
83.7%
Follow-Up (30%)
43.3%
Gut-feel enrolment
9.0/10
Centre rating
3.75/4
Combined Score
66.5%
Starfish ELC Essendon
Director: Samantha · Not yet rated (founding year). Shopper 1 (Selma) gut-feel: 7/10, centre rating: 3.5/4. Shopper 2 (Ella) gut-feel: 9/10, centre rating: 3.0/4.
Section
Shopper 1 (Selma)
Shopper 2 (Ella)
Combined
Enquiry (20%)
73.3%
76.7%
75.0%
Tour (50%)
76.0%
80.0%
78.0%
Follow-Up (30%)
63.3%
36.7%
50.0%
Overall Weighted
71.7%
66.3%
69.0%
Explorers ELC Essendon
Director: Ash · Exceeding NQS. Shopper 1 (Selma) gut-feel: 6/10, centre rating: 3.5/4. Shopper 2 (Ella) gut-feel: 10/10, centre rating: 4.0/4.
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%
Journey ELC Essendon North
Director: Laura · Meeting NQS. Shopper 1 (Selma) gut-feel: 8/10, centre rating: 3.5/4. Shopper 2 (Ella) gut-feel: 10/10, centre rating: 4.0/4.
Section
Shopper 1 (Selma)
Shopper 2 (Ella)
Combined
Enquiry (20%)
70.0%
46.7%
58.4%
Tour (50%)
82.7%
84.7%
83.7%
Follow-Up (30%)
63.3%
23.3%
43.3%
Overall Weighted
74.3%
58.7%
66.5%
Question by Question Across All Three Centres
Every scored question for every shopper at every centre. Green cells score 4 or 5, yellow score 3, orange score 2, red score 1. The shaded grey cells were not applicable to that scenario.
| Starfish | Explorers | Journey | |||||
|---|---|---|---|---|---|---|---|
| Q | Criterion | STF S1 | STF S2 | EXP S1 | EXP S2 | JOU S1 | JOU S2 |
| Enquiry (20%) | |||||||
| Q1 | Speed of response to website enquiry | 4 | 5 | 4 | 4 | 4 | 5 |
| Q2 | Warmth and tone of phone response | 5 | 5 | 3 | 5 | 5 | 1 |
| Q3 | How easy it was to book a tour | 5 | 5 | 5 | 5 | 1 | 5 |
| Q4 | Did they sound like they wanted you to visit | 5 | 5 | 5 | 4 | 5 | 1 |
| Q5 | Asked about child by name, age and needs | 3 | 3 | 2 | 1 | 5 | 1 |
| Q6 | Follow-up if you had not responded | n/a | n/a | 4 | n/a | 1 | 1 |
| First Impression | |||||||
| Q7 | How easy the centre was to find | 5 | 4 | 4 | 3 | 3 | 5 |
| Q9 | Exterior appearance and kerb appeal | 5 | 5 | 5 | 5 | 5 | 4 |
| Q10 | Greeted promptly and by name | 5 | 5 | 4 | 5 | 5 | 3 |
| Q11 | Director body language and presence | 5 | 5 | 4 | 5 | 5 | 5 |
| Welcome and Vibe | |||||||
| Q12 | Warm, genuine and unhurried | 5 | 5 | 4 | 5 | 5 | 5 |
| Q13 | Fully present, not distracted | 5 | 5 | 5 | 5 | 5 | 5 |
| Q14 | Asked about child and family situation | 1 | 5 | 1 | 5 | 5 | 5 |
| Q15 | Genuinely and authentically caring | 3 | 5 | 3 | 5 | 5 | 5 |
| Tour Structure | |||||||
| Q16 | Tour structured and purposeful | 4 | 5 | 4 | 5 | 5 | 5 |
| Q17 | Clearly guided, not aimless | 4 | 5 | 5 | 5 | 5 | 5 |
| Environment | |||||||
| Q19 | Cleanliness of rooms and bathrooms | 5 | 3 | 4 | 5 | 5 | 5 |
| Q20 | Safety: gates, supervision, setup | 5 | 3 | 5 | 5 | 5 | 5 |
| Q21 | Overall feel, calm vs chaotic | 5 | 3 | 4 | 5 | 5 | 5 |
| Learning Explanation | |||||||
| Q22 | Explained what children learn | 5 | 4 | 5 | 4 | 4 | 3 |
| Q23 | Made sense and felt meaningful | 5 | 5 | 5 | 5 | 5 | 5 |
| Q24 | Rooms supported what was explained | 5 | 5 | 5 | 5 | 5 | 5 |
| Staff Quality | |||||||
| Q25 | Educator experience and qualifications | 1 | 4 | 5 | 4 | 5 | 4 |
| Q26 | Child-to-educator ratios explained | 1 | 4 | 5 | 4 | 5 | 3 |
| Q27 | Stable and committed team | 3 | 5 | 5 | 5 | 5 | 5 |
| What Was Observed | |||||||
| Q28 | Children happy and engaged | 5 | 3 | 5 | 5 | 5 | 5 |
| Q29 | Educators actively interacting | 5 | 2 | 5 | 5 | 5 | 5 |
| Differentiation | |||||||
| Q30 | Clearly explained what makes them different | 4 | 5 | 3 | 5 | 3 | 5 |
| Q31 | Felt unique and specific, not generic | 4 | 5 | 3 | 5 | 3 | 5 |
| Handling Questions | |||||||
| Q32 | Answered transparently, no deflection | 5 | 5 | 5 | 5 | 5 | 5 |
| Conversion | |||||||
| Q34 | Asked when you were looking to start | 4 | 5 | 4 | 5 | 5 | 5 |
| Q35 | Clear invitation to enrol | 5 | 5 | 3 | 5 | 3 | 5 |
| Q36 | Visit ended with momentum | 5 | 5 | 2 | 5 | 3 | 5 |
| Follow-Up (30%) | |||||||
| Q37 | Did they follow up at all | 5 | 3 | 5 | 5 | 5 | 1 |
| Q38 | How quickly the follow-up happened | 4 | 3 | 4 | 4 | 4 | 1 |
| Q39 | Was the follow-up personalised | 5 | 4 | 5 | 4 | 5 | 4 |
| Q40 | Further contact in 7 to 14 day window | 5 | 1 | 5 | 1 | 5 | 1 |
Where Starfish leads
Speed of enquiry response (Q1 at 5 for Ella, fastest of all centres). Booking ease (Q3 concierge style).
Enrolment invitation and momentum (Q35 and Q36 at 5 across both shoppers). Differentiation (Q30 and Q31).
Where the room let Starfish down
Children engaged (Q28 at 3 for Ella). Educators actively interacting (Q29 at 2 for Ella, the lowest score in
the audit). Safety (Q20 at 3 for Ella due to the door incident). Cleanliness (Q19 at 3 for Ella).
Where Starfish has room to lead
Sustained 7-to-14-day follow-up was a flat spot for everyone in Ella's audit, every centre scored 1.
That makes it an open lane for Starfish to take, particularly when paired with a feedback-led follow-up
style that asks the parent how the tour felt. Starfish's enquiry response and enrolment handover are
already best of the three. Adding a consistent feedback-based post-tour sequence would turn three
separate strengths into one continuous experience from first call through to enrolment.