My bub thought that 9.30-10pm was a good bedtime but I like to get to bed a bit earlier. He loves routine so I started to move back his bath/bedtime routine gradually, looking for those tired signs. Then I put him in his cot awake. I was lucky he loves his mobile and will lie there and watch it. Sometimes he goes straight to sleep other times he could be awake for an hour but he is quite happy with his own company. If he wants to have a long sleep after 5pm I usually only leave him for 40 mins (depending on how much I want to eat my dinner!)

I agree with Barb that the time your bub goes to bed varies according to your family curcumstances but having a set bedtime helps as they get older and when they start school.