business plan presentation november 28 th, 2012. why a business plan?
TRANSCRIPT
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Business Plan Presentation
November 28th, 2012
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Why a Business
Plan?
2009 2010 2011 20120
100
200
300
400
500
600
700
Student Numbers 2009-2012
Growth PlanActuals
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Why a Business
Plan?
2009 2010 2011 20120
100
200
300
400
500
600
700
Student Numbers 2009-2012
Growth PlanActuals
2009 2010 2011 20120
20000400006000080000
100000120000140000160000180000200000
Earned Income 2009-2012
Growth PlanActuals
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What Did We Do?
KLE Foundation ($16.5K)
Still Water Foundation ($10K)
Aragona Family Foundation ($8.5K)
Tapestry Foundation ($8K)
$43K
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What Did We Do?
KLE Foundation ($16.5K)
Still Water Foundation ($10K)
Aragona Family Foundation ($8.5K)
Tapestry Foundation ($8K)
$43K
Nell Edgington, Consultant
Advisory Committee
Market Research
Jocelyn, Part-Time Sales
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Market Research
1. Prioritize industries1. Grocery2. Health Care3. Hospitality
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Market Research
1. How to prioritize industries2. Mitigate price sensitivity– Grocery and Health Care less sensitive– Hospitality extremely sensitive
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Market Research
1. How to prioritize industries2. Mitigate price sensitivity3. Demand for services is low in a “cold” market– Pull marketing– Network hubs
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Market Research
1. How to prioritize industries2. Mitigate price sensitivity3. Demand for services is low in a “cold” market4. Make a value-driven argument
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Messaging Shift
Old Business Pitch:
“Hosting an ENGLISH @ WORK class will give you a competitive advantage and is a way to demonstrate goodwill towards your immigrant workforce.”
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Messaging Shift
New Business Pitch:
“ENGLISH @ WORK can decrease your business’s costs and increase your revenue.
For example, Seton estimated that E@W saved them $250,000 in decreased turnover over 3 years.”
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Short-Term Results
April: Quadrupled business pipeline
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Short-Term Results
April: Quadrupled business pipelineJune: Piloted new service (1:1 tutoring)
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Short-Term Results
April: Quadrupled business pipelineJune: Piloted new service (1:1 tutoring)Aug: Recruited volunteers for pull
marketing and targeted messaging
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Short-Term Results
April: Quadrupled business pipelineJune: Added new service (1:1 tutoring)Aug: Recruited volunteers for pull
marketing and targeted messagingSept: Launched new model and pricing
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Short-Term Results
April: Quadrupled business pipelineJune: Added new service (1:1 tutoring)Aug: Recruited volunteers for pull
marketing and targeted messagingSept: Launched new model and pricingOct: 5 new courses sold; course revenue 2x
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The Plan
1. Target 3 industries: Grocery, Health Care, and Hospitality
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The Plan
1. Target 3 industries: Grocery, Health Care, and Hospitality
2. Diversify workplace services.– Tutoring – Certification courses– Training in native language
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The Plan
1. Target 3 industries: Grocery, Health Care, and Hospitality
2. Diversify workplace services.3. Increase revenue per course to $5,000 by
2018.
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Financials
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The Need: Capacity-Building
Support2013 2014 2015 2016 2017 2018
$140,000 $120,000 $100,000 $50,000 $25,000 $10,000
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Questions?