business plan presentation november 28 th, 2012. why a business plan?

Business Plan Presentation

November 28th, 2012

Why a Business

Plan?

2009 2010 2011 20120

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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?