Score Summary
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%
Shopper 1 (Selma)
Parent of Zane, 7 months. Baby room scenario. Toured 1 April 2026.
20-minute tour covering the baby room. Gut-feel enrolment: 7/10.
Shopper 2 (Ella)
Parent of Charlie Rose, 2 years 11 months. Kinder scenario. Toured 28 April 2026.
41-minute tour across all three levels. Gut-feel enrolment: 9/10.
Tour Context
Both shoppers met Director Samantha. Building has 3 levels
currently using 1, with growth planned. Stephanie Alexander Kitchen Garden on Level 3.
Context on sequencing and director awareness
Shopper 1 (Selma) visited on 1 April. Shopper 2 (Ella) visited on 28 April, four weeks later.
By the time of Ella's visit, Samantha may reasonably have suspected that mystery shopping was
underway. In addition, feedback from the most recent director meeting had specifically covered
showing the full centre and tour thoroughness as areas for improvement. The 40-minute, all-levels
tour Ella received is a clear step forward from Selma's 20-minute baby-room visit. It is genuinely
encouraging to see that feedback implemented so quickly. This context should be kept in mind when
reading the two experiences side by side. The improvement is real, and the speed of uptake is a
positive sign.
Audit Summary: Combined View from Both Shoppers
The three panels below summarise what consistently came across well, what consistently did not, and the moments where one shopper's experience differed sharply from the other. Each point references the shopper or shoppers it draws from, with verbatim observations from the scorecards.
Consistent strengths across both shoppers
Samantha's warmth and presence rated 5 of 5 by both. Selma: "super friendly, bubbly, and welcoming straight away." Ella: "warm, calm and friendly. Was interested to learn more about my child."
Enquiry handling led the three centres for both shoppers. Ella was "surprised by the quick response" (17 minutes). Selma received a callback first thing the next morning. Concierge-style booking, no portal friction either time.
Enrolment handover named best in class by both shoppers. Selma: "Gave me a folder full of information labelling out what I'd need." Ella: "I was given the handbook with all the information that was explained, and then was accompanied back to the car."
Security setup created peace of mind for both. Selma noted "locked doors, key pads, high door handles, approved access into foyer area." Ella appreciated "the locked front entrance for safety, especially with the centre hidden by the train station."
Differentiation narrative landing with both shoppers. Selma described the exterior as initially giving "warehouse vibes" but found the inside conveyed "family vibes, like a homestead", citing the small group and close-knit feel as a positive. Ella said the building felt "genuinely specific to this centre."
Transparent on sensitive questions. Selma asked about male staff and halal food, both handled openly without making her feel judged. Ella's dietary, ratios and open door questions all answered without deflection.
Tour scope improved meaningfully between Selma (20 min, baby room only) and Ella (40 min, all levels). Director meeting feedback on full-centre tours appears to have been actioned promptly.
Consistent gaps across both shoppers
Child-specific phone intake was shallow for both (Q5: 3 of 5 each). Selma was asked Zane's age and start date only. Ella was asked Charlie's name and spelling, and whether she would attend kinder. No deeper questions on routine, settling, dietary or temperament from either call.
Bathrooms not transparent. Selma "didn't walk through bathrooms, only observations made through windows" and called this out in her qualitative as making it "feel a bit less transparent." Ella did walk through, and "toilets had some toilet paper on the floor."
Curriculum depth deferred. Selma got a strong overview with planners and rationale. When Ella asked if learning was structured, Samantha said "that is something to speak with the educator when my child is enrolled." Both wanted slightly more in the moment.
Educator transfer story untold to both. Most educators came across from the Starfish network with significant experience, but neither shopper learned this. Selma scored Q25 at 1 (no mention at all). Ella scored 4 only because the elevator wall did the talking.
Real-time parent communication gap. Both Explorers and Journey demonstrated Storypark to their respective shoppers during the tour. Starfish's paper-based approach is a real safety decision but neither shopper heard it framed as a deliberate benefit.
School-readiness positioning unclear at Starfish. Selma noted Journey and Explorers both gave her "school ready, integrate with other children" language, while Starfish stayed focused on the "very new centre, room to grow" message. For parents thinking 2 to 3 years ahead, the developmental arc is a story Starfish could tell more clearly.
Where the two shopper experiences diverged sharply
Personalisation during the tour: Selma scored Q14 at 1. "No questions asked specifically about Zain nor family, only how old he is." Ella scored Q14 at 5. "Samantha asked appropriate questions wanting to learn more about my child's needs and interests." Same director, four weeks apart.
Educator engagement: Selma in the baby room scored Q29 at 5. "Actively engaging and providing input to the conversation." Ella in the kinder room scored Q29 at 2. "Educator was on her laptop with her back to some children."
Tour route impact on staff credentials: Selma's 20-minute baby-room-only tour bypassed the elevator and never showed her the staff photo wall, scoring Q25 at 1. Ella's all-levels tour passed it, scoring Q25 at 4. Same asset, two outcomes.
Safety incident during Ella's visit: the kinder educator was on a laptop; when the door opened, a child moved toward it and Samantha had to intervene. No equivalent moment during Selma's baby room visit, where she scored safety 5 of 5.
Selma's "family vibes": her qualitative described "a really nice vibe, a safe, clean and well-run centre". Ella's qualitative noted "the environment could benefit from a bit more colour to make it feel truly vibrant." Different rooms, different moods.
Post-tour follow-up timing: Selma was called and answered, with Zane named. Ella received a voicemail one week after her tour, well after the typical 48 to 72 hour decision window. Same director, very different follow-up rhythm.
Sustained 7 to 14 day contact: Selma received further touchpoints (scored 5). Ella received none after the initial voicemail (scored 1). The gap to address is consistency.
Direct from the shoppers' own words
Selma's overall impression: "Overall, it felt like a safe, clean, and well-run centre with a really nice vibe. But it was missing that deeper connection and key information that would make me feel fully confident. It started strong but didn't completely follow through."
Ella's overall impression: "The building's security is impressive and immediately gave me peace of mind. I loved the personalised touch of being greeted and escorted up. The centre has a lovely welcoming atmosphere, though I feel the environment could benefit from a bit more colour to make it feel truly vibrant."