business plan presentation november 28 th, 2012. why a business plan?
TRANSCRIPT
Business Plan Presentation
November 28th, 2012
Why a Business
Plan?
2009 2010 2011 20120
100
200
300
400
500
600
700
Student Numbers 2009-2012
Growth PlanActuals
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
What Did We Do?
KLE Foundation ($16.5K)
Still Water Foundation ($10K)
Aragona Family Foundation ($8.5K)
Tapestry Foundation ($8K)
$43K
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
Market Research
1. Prioritize industries1. Grocery2. Health Care3. Hospitality
Market Research
1. How to prioritize industries2. Mitigate price sensitivity– Grocery and Health Care less sensitive– Hospitality extremely sensitive
Market Research
1. How to prioritize industries2. Mitigate price sensitivity3. Demand for services is low in a “cold” market– Pull marketing– Network hubs
Market Research
1. How to prioritize industries2. Mitigate price sensitivity3. Demand for services is low in a “cold” market4. Make a value-driven argument
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.”
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.”
Short-Term Results
April: Quadrupled business pipeline
Short-Term Results
April: Quadrupled business pipelineJune: Piloted new service (1:1 tutoring)
Short-Term Results
April: Quadrupled business pipelineJune: Piloted new service (1:1 tutoring)Aug: Recruited volunteers for pull
marketing and targeted messaging
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
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
The Plan
1. Target 3 industries: Grocery, Health Care, and Hospitality
The Plan
1. Target 3 industries: Grocery, Health Care, and Hospitality
2. Diversify workplace services.– Tutoring – Certification courses– Training in native language
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.
Financials
The Need: Capacity-Building
Support2013 2014 2015 2016 2017 2018
$140,000 $120,000 $100,000 $50,000 $25,000 $10,000
Questions?