Mr Sam Yap - Cherie Hearts Group International

MR SAM YAP (below), the 35-year-old executive chairman and co-founder of Cherie Hearts Group International that runs childcare centres for preschool children, is inspired by Helen Keller.

The late American woman leader, who lost her vision and hearing when she was a child, taught the world to respect blind and deaf people. She said no pessimist had ever discovered the secrets of the stars, sailed to an uncharted land and or opened a new heaven to the human spirit.

These words sum up the basic approach to life and work for Mr Yap, who started the first Cherie Hearts centre here in 2001 with his partner, Mr Gurchran Singh.

The former police officers were chasing their dream of starting an enterprise to fulfil their passion to nurture young minds. They had no experience in pre-school education but were driven by a 'never-say-die' attitude to learn and do everything necessary to be successful.

A key reason for their success is the ability to work well with their dedicated staff, parents and officials of the Ministry of Community Development, Youth and Sports.

They find creative ways to meet customers' demands and stay ahead of their competitors. Parents, for example, take part in their meetings to create the right programmes and environment for their children in more than 30 Cherie Hearts childcare centres here. There is a family service corner and a comprehensive customer relations system in each centre.

Mr Yap, a winner in this year's Rotary-Asme Entrepreneur of the Year Award, says meeting and managing people's expectations is the most crucial element of the growing childcare industry.

To add value, the group sells herbal shampoo and shower gel for children in the centres. It runs a school that offers professional courses specially designed for parents, teachers and children. These courses are accredited by the Ministry of Education and the Ministry of Community Development, Youth and Sports.

Cherie Hearts has also set up its first family lifestyle hub in Bugis with a childcare and enrichment centre, restaurant and spa all under one roof. Parents can go there to relax with their children.

The group expanded its operations to Vietnam this year. It will open other centres in Malaysia, Hong Kong and China by the end of this year without losing sight of its aim to be a socially responsible group.

"I believe in 'returning back' to our customers, people and society," Mr Yap says, adding that 1 per cent of the profits of selected Cherie Hearts centres will be donated to the Mainly I Love Kids (Milk) charity.

The Cherie Hearts group also provides scholarships to parents who contribute to the success of its centres. They are exempted from paying the fees for their children in the centres.

Mr Yap visits the schools to give talks on entrepreneurship. He is also a deputy registrar of marriages and he solemnises marriages at least twice a month. On top of this, he leads employees and parents of children in Cherie Hearts centres who take part in community events.

"We go all out to help and counsel parents with family problems," he adds.

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