Childcare policies introduced in England in the last 10 years have created economic tensions within the sector. Having set the scene, this article presents an exploration of the different ways in which childcare providers approach operating their childcare businesses. Drawing on a case study of one Local Authority in England, the article presents findings from qualitative interviews with a range of childcare providers, demonstrating that they can be classified as being business orientated, care orientated or having a combination of these two approaches. These orientations are largely determined by the provider's attitudes towards making money and the needs of the child. However, the geographical location where the childcare facility is located also interplays in determining how a provider operates and that, in particular, the deprivation status of an area can act as a constraint on the orientation adopted. The dominance of private providers in England makes the issue of business orientations pertinent, particularly as concerns around sustainable childcare have implications for the success of government policy. (Contains 1 table and 1 note.)