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Rebranding & Restructuring Educatis University - A New Higher-Ed Network

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Ziv Reichert

This document outlines plans for EDUCATIS, a global university network that aims to provide online education solutions on a global scale. It will act as both a B2B and B2C platform, connecting students to accredited degrees from partner universities. The business plan details goals of partnering with 10 European universities within 5 years and enrolling 10,000 students. It analyzes the growing online education market and potential student and university partners. Marketing strategies include social media advertising and positioning the platform as a lower-cost, convenient option for higher education.

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EDUCATIS A GLOBAL UNIVERSITY NETWORK Ryan Bertoldi, Andrea Cardona, Hristiyana Noeva, Ziv Reichert, Lisa Rottmann, Andrew Smith
OUTLINE INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities 26.11.2013 Global University Network Project 2
We feel there is a need to provide online education solutions on a global scale – this is what our company aims to do. INTRODUCTION INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Life, Liberty and the Pursuit of an Education 26.11.2013 Global University Network Project 3 Availability Affordability 0 200 400 600 800 1984 1987 1990 1993 1996 1999 2002 2005 2008 2011 %1984 Price increases in the US edu oil health Source: Bureau of Labour statisticsSource: daily mail 11th Jan 2012
INTRODUCTION Our mission is to build a globally connected network of esteemed and accredited universities to provide this service. 26.11.2013 Global University Network Project 4 INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Compile the best degrees from leading universities and make them globally available, thus … Creating the online equivalent to a traditional University education Offering an easily accessible and highly organized online-avenue to every aspiring student around the world Providing Affordable, discounted, assisted education, for those that already have enough to worry about.
INTRODUCTION In order to do this, our company has a unique functional positioning, acting both in the B2B and B2C markets. 26.11.2013 Global University Network Project 5 INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities • Web 2.0 platform to take online degrees Product • Accredited degrees from renowned universities • Complete a degree ‘in your own time’ • ‘Same for Less’ Key Benefits • Those who want easy access to higher education at their convenience Ideal Customer • Accreditation • Single interface Differentiation • Platform for admin of online degrees Product • Easy entry to attractive market • Good ROI (‘More for Same’) Key Benefits • European Universities, that • want to enter the market for O.E. • have no online degrees of their own Ideal Customer • External focus • Extra revenue Differentiation B2B & B2C
MARKET EVALUATION The market for online education has only recently begun to take off. 26.11.2013 Global University Network Project 6 1960s: first virtual classroom (University of Illinois) 1970s: computer assisted classworks 1980s: first online courses emerge (corporations) 1990s: first full academic degree programs online (University of Pheonix) Today: Over 20% (6.7 bn) UGs taking MOOCs, but only 4% taking online degrees INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities
MARKET EVALUATION It promises continuous growth. 0% 5% 10% 15% 20% 25% 30% 35% 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Online Enrolment [% Total] Source: insidehighered.com 26.11.2013 Global University Network Project 7 INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities
26.11.2013 Global University Network Project 8 INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities MARKET EVALUATION What are they paying for? Who pays? Content Data Labour Services Students Tuition Diagnostics Peer Assistance Certification Tutoring Group learning Unis Module Networking Recruiting analytics Online Platform Employers Custom Courses HR development Recruiting analytics States State subsidies Sponsors Sponsored Courses Problem solving Access to Experts Source: Communications of the ACM, August 2013, vol. 56 p.26 (adapted) Currently, most MOOCs are for free, but we have identified several ways to outperform competitors and become profitable.
There are already offerings in the market, which are however not in direct competition with our concept. 26.11.2013 Global University Network Project 9 INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Different Offering Identical Offering Large Offering Small Offering MARKET EVALUATION
BUSINESS PLAN Our platform might look something like this … 26.11.2013 Global University Network Project 10 INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities
BUSINESS PLAN Our company will become the centre of a network of 10 universities with 12000 students in 5 Years. 26.11.2013 Global University Network Project 11 INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Network of 10 European Universities in 5 years 10K Students in 3 Years with 30% annual increase in Years 4&5 Become a Top 10 online degree institution (Unis and platforms) in 5 years 30% recognition at high schools in our B2C target area Net profit from year 3 Breakeven after 3-4 Years Introduce degrees in several languages (dependant on partners F, ES)
The Product that will enable us to achieve this goal is a mix of Substance, Service and Symbol. 26.11.2013 Global University Network Project 12 BUSINESS PLAN INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Symbol Service Substance • Educatis-Brand • Known & Liked • Student support • Admin provision • Quality Education • Full Accreditation Market Perception Total Product Marketing Mix
BUSINESS PLAN We will use several criteria to segment the B2B market and find our ideal partners. 26.11.2013 Global University Network Project 13 INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities  Geographic  Reputation  Existing Offer  Language Measurable Substantial Accessible Actionable Differentiable B2B Segment Target Position
BUSINESS PLAN To start with, we will focus on European universities that already have some form of online offering. 26.11.2013 Global University Network Project 14 INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities  Geographic  Reputation  Existing Offer  Language  European  Mid-Range  Online Offer  English Measurable Accsessible Responsive Compatible Sustainable B2B Segment Target Position
BUSINESS PLAN In the minds of our partners, we want to be the reliable and indispensible gateway to additional revenue in a promising market. 26.11.2013 Global University Network Project 15 INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities  Geographic  Reputation  Existing Offer  Language  European  Mid-Range  Online Offer  English  Necessary gateway to additional revenue  Reputation-builder  Good B2B relationships Clear Consistent Credible Competitive B2B Segment Target Position
BUSINESS PLAN In the B2C market we welcome any prospective students, but still segment the market to understand where best to focus our attention. 26.11.2013 Global University Network Project 16 INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities  Geographic  Reputation  Existing Offer  Language  European  Mid-Range  Online Offer  English  Necessary gateway to additional revenue  Reputation-builder  Good B2B relationships  Regional  Education  Learning Behaviour B2B Segment Target Position B2C Segment Target Position
We feel our attention is best focused on prospective students who already speak English and are likely to be partial to online learning. 26.11.2013 Global University Network Project 17 BUSINESS PLAN INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities B2C Segment Target Position  Geographic  Reputation  Existing Offer  Language  European  Mid-Range  Online Offer  English  Necessary gateway to additional revenue  Reputation-builder  Good B2B relationships  Regional  Education  Learning Behaviour  English speaking w/ internet connection  Without & looking for HE  Distance learners B2B Segment Target Position
Our aim is to posiption ourselves as a time-saving ‘more for less’ option with no obvious drawbacks. 26.11.2013 Global University Network Project 18 BUSINESS PLAN INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities  Geographic  Reputation  Existing Offer  Language  European  Mid-Range  Online Offer  English  Necessary gateway to additional revenue  Reputation-builder  Good B2B relationships  Regional  Education  Learning Behaviour  More for less  Time-saving  Convenience without drawbacks B2C Segment Target Position B2B Segment Target Position  English speaking w/ internet connection  Without & looking for HE  Distance learners
BUSINESS PLAN 26.11.2013 Global University Network Project 19 In the B2B market, we will aim to achieve our required positioning by negotiating wisely with the target partners selected. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities UNIVERSITY COUNTRY ONLINE OFFERING Athens University of Economics and Business GR Cardiff University UK Erasmus University Rotterdam ND ETH Zurich CH Humboldt-Universität zu Berlin DE Imperial College London UK ✔ Katholieke Universiteit Leuven BE Lancaster University UK London Business School UK London School of Economics and Political Science UK UNIVERSITY COUNTRY ONLINE OFFERING Maastricht University ND Stockholm School of Economics SE The University of Manchester UK The University of Warwick UK ✔ Trinity College Dublin IR UCL (University College London) UK Universitá Commerciale Luigi Bocconi IT University of Amsterdam ND University of Cambridge UK University of Oxford UK ✔
BUSINESS PLAN 26.11.2013 Global University Network Project 20 In the B2B market, we will aim to achieve our required positioning by negotiating wisely with the target partners selected. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Who Are we? What Do we offer? Where Are we? When Is the right time for you? Why Should you consider joining?
BUSINESS PLAN 26.11.2013 Global University Network Project 21 In the B2B market, we will aim to achieve our required positioning by negotiating wisely with the target partners selected. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities What we want • €2000 avg tuition per year • 1 degree program per partner uni to begin • Capacity for 1000 students pa What we offer • Good reach to potential students • Clean process • Quality Service
BUSINESS PLAN 26.11.2013 Global University Network Project 22 In addition, we will also create revenue on a B2B basis by selling advertising spaces to selected companies, linking our students with industries relevant to their field of study. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities
BUSINESS PLAN 26.11.2013 Global University Network Project 23 In order to achieve the required positioning in the B2C market, we will rely on various advertising campaigns. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Item Price* Facebook - FB Page Promotion 2400€ Facebook Ads 6300€ Youtube Ads 4200€ Google Ads 3100€ Twitter - 16000€ *sources: Facebook, Youtube, Google Social Media
BUSINESS PLAN 26.11.2013 Global University Network Project 24 In order to achieve the required positioning in the B2C market, we will rely on various advertising campaigns. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Item Price* Posters (5K) 724,51€ Business Cards (5K) 105,91€ Flyers (10K) 223,17€ Stationery (10K) 480,77€ Folders (100) 244,90€ Distribution 2,3K€ 4000€ *source: diedruckerei.de Print & Other
BUSINESS PLAN 26.11.2013 Global University Network Project 25 In order to achieve the required positioning in the B2C market, we will rely on various advertising campaigns. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Item Price* Offer reductions of 5% to students for the semesters during which they are working as our ambassadors *neglected in Budgets Ambassador Program Recruit students Recommend new ambassadors Promote the Educatis brand to peers
BUSINESS PLAN 26.11.2013 Global University Network Project 26 In order to achieve the required positioning in the B2C market, we will rely on various advertising campaigns. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Item Price* Most per invite only. To be included in budgets on an Ad hoc basis as and when relevant fairs occur. *neglected in Budgets Conferences & Fairs
Year 1 Year 2 Year 3 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J Development α-Pilot phase β-Pilot Phase Launch Basic Development Beta In-house Development > Final Updates MI & BPs Recruit Basic Ad campaigns Full Adverstising campaigns Enrol α Enrol β Reenrol Enrol Enrol There are several tasks which have to be carried out before we enter the market. 26.11.2013 Global University Network Project 27 BUSINESS PLAN INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities 1 external Developer @ €50K pa 1 external Designer @ €40K pa 50 % of final Budget for Q1&Q2 (€10K pa) 75% of final Budget thereafter (€15K pa)
When entering the market, we will assert our position through smaller pilots before expanding to cover the whole market. 26.11.2013 Global University Network Project 28 BUSINESS PLAN INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Year 1 Year 2 Year 3 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J Development α-Pilot phase β-Pilot Phase Launch Basic Development Beta In-house Development > Final Updates & Maintenance MI & BPs Recruit Basic Ad campaigns Full Adverstising campaigns Enrol α Enrol β Reenrol Enrol Enrol 1 internal Developer @ €60K pa 1 external Designer @ €50K pa Additional Developers B2B relationship managers and general office staff @ €30K pa (1 per 3 partners) 3 courses 3 partners @ €5K per setup 100 Students per course 50% Fees @ 1000€ pa 1% Cut +7 courses (10 total) +7 partners @ €5K per setup 300 Students per course 2000€ pa avg fees 5% Cut Maintain 10 partners & courses 700 Students per course Full marketing budget @ €20K pa
BUSINESS PLAN 26.11.2013 Global University Network Project 29 Our rollout will incur net losses in the first two years with steadily growing profits thereafter, breaking even after the first year of being fully operative. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Income Q1 Q2 Q3 Q4 Web Development 22,500.00 € 22,500.00 € 27,500.00 € 27,500.00 € Marketing 10,000.00 € 10,000.00 € 15,000.00 € 15,000.00 € Network Setup 15,000.00 € Overheads 3,250.00 € 3,250.00 € 3,250.00 € 3,250.00 € Staff 1,500.00 € 1,500.00 € 9,000.00 € 9,000.00 € Inc. costs 25,000.00 € Total Expenses 62,250.00 € 37,250.00 € 69,750.00 € 54,750.00 € Income Q1 Q2 Q3 Q4 Web Development 40,000.00 € 40,000.00 € 40,000.00 € 40,000.00 € Marketing 20,000.00 € 20,000.00 € 20,000.00 € 20,000.00 € Network Setup 35,000.00 € Overheads 3,250.00 € 3,250.00 € 3,250.00 € 3,250.00 € Staff 24,000.00 € 24,000.00 € 24,000.00 € 24,000.00 € Total Expenses 122,250.00 € 87,250.00 € 87,250.00 € 87,250.00 € Income Q1 Q2 Q3 Q4 Web Development 40,000.00 € 40,000.00 € 40,000.00 € 40,000.00 € Marketing 20,000.00 € 20,000.00 € 20,000.00 € 20,000.00 € Network Setup Overheads 3,250.00 € 3,250.00 € 3,250.00 € 3,250.00 € Staff 24,000.00 € 24,000.00 € 24,000.00 € 24,000.00 € Total Expenses 87,250.00 € 87,250.00 € 87,250.00 € 87,250.00 €
BUSINESS PLAN 26.11.2013 Global University Network Project 30 Our rollout will incur net losses in the first two years with steadily growing profits thereafter, breaking even after the first year of being fully operative. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Expenses Year 1 Year 2 Year 3 Year 4 Year 5 Web Development 100,000.00 € 160,000.00 € 160,000.00 € 192,000.00 € 230,400.00 € Marketing 50,000.00 € 80,000.00 € 80,000.00 € 92,000.00 € 105,800.00 € Network Setup 15,000.00 € 35,000.00 € - € 25,000.00 € 25,000.00 € Overheads 13,000.00 € 13,000.00 € 13,000.00 € 7,000.00 € 7,000.00 € Staff 21,000.00 € 96,000.00 € 96,000.00 € 156,000.00 € 216,000.00 € inc costs 25,000.00 € Total Expenses 224,000.00 € 384,000.00 € 349,000.00 € 472,000.00 € 584,200.00 € Tuition income 1,500.00 € 300,000.00 € 700,000.00 € 910,000.00 € 1,183,000.00 € Income from BP 6,000.00 € 24,000.00 € 26,400.00 € 6,600.00 € 6,600.00 € Total Revenue 7,500.00 € 324,000.00 € 726,400.00 € 916,600.00 € 1,189,600.00 € Profit (Loss) - 216,500.00 € - 60,000.00 € 377,400.00 € 444,600.00 € 605,400.00 € Cumulative - 216,500.00 € - 276,500.00 € 100,900.00 € 545,500.00 € 1,150,900.00 €
BUSINESS PLAN 26.11.2013 Global University Network Project 31 Our rollout will incur net losses in the first two years with steadily growing profits thereafter, breaking even after the first year of being fully operative. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Year 2 160,000.00 € 80,000.00 € 35,000.00 € 13,000.00 € 96,000.00 € 304,000.00 € Year 1 100,000.00 € 50,000.00 € 15,000.00 € 13,000.00 € 21,000.00 € 149,000.00 € Expenses Web Development Marketing Network Setup Overheads Staff Total Expenses Year 3 160,000.00 € 80,000.00 € - € 13,000.00 € 96,000.00 € 269,000.00 € Expenses Q1 Q2 Q3 Q4 Web Development 22,500.00 € 22,500.00 € 27,500.00 € 27,500.00 € Marketing 10,000.00 € 10,000.00 € 15,000.00 € 15,000.00 € Network Setup 15,000.00 € Overheads 3,250.00 € 3,250.00 € 3,250.00 € 3,250.00 € Staff 1,500.00 € 1,500.00 € 9,000.00 € 9,000.00 € Inc. costs 25,000.00 € Total Expenses 62,250.00 € 37,250.00 € 69,750.00 € 54,750.00 € Expenses Q1 Q2 Q3 Q4 Web Development 40,000.00 € 40,000.00 € 40,000.00 € 40,000.00 € Marketing 20,000.00 € 20,000.00 € 20,000.00 € 20,000.00 € Network Setup 35,000.00 € Overheads 3,250.00 € 3,250.00 € 3,250.00 € 3,250.00 € Staff 24,000.00 € 24,000.00 € 24,000.00 € 24,000.00 € Inc. costs Total Expenses 122,250.00 € 87,250.00 € 87,250.00 € 87,250.00 € Expenses Q1 Q2 Q3 Q4 Web Development 40,000.00 € 40,000.00 € 40,000.00 € 40,000.00 € Marketing 20,000.00 € 20,000.00 € 20,000.00 € 20,000.00 € Network Setup Overheads 3,250.00 € 3,250.00 € 3,250.00 € 3,250.00 € Staff 24,000.00 € 24,000.00 € 24,000.00 € 24,000.00 € Inc. costs Total Expenses 87,250.00 € 87,250.00 € 87,250.00 € 87,250.00 €
BUSINESS PLAN 26.11.2013 Global University Network Project 32 Our rollout will incur net losses in the first two years with steadily growing profits thereafter, breaking even after the first year of being fully operative. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Year 2 160,000.00 € 80,000.00 € 35,000.00 € 13,000.00 € 96,000.00 € 304,000.00 € Year 1 100,000.00 € 50,000.00 € 15,000.00 € 13,000.00 € 21,000.00 € 149,000.00 € Expenses Web Development Marketing Network Setup Overheads Staff Total Expenses Year 3 160,000.00 € 80,000.00 € - € 13,000.00 € 96,000.00 € 269,000.00 € Income from Tuition Income from BP Total Revenue 1,500.00 € 6,000.00 € 7,500.00 € 300,000.00 € 24,000.00 € 324,000.00 € 700,000.00 € 26,400.00 € 726,400.00 € Income Q1 Q2 Q3 Q4 Income from Tuition - - 1,500.00 € - € Income from BP - - 3,000.00 € 3,000.00 € Total Revenue - € - € 4,500.00 € 3,000.00 € Income Q1 Q2 Q3 Q4 Income from Tuition 150,000.00 € - € 150,000.00 € - € Income from BP 6,000.00 € 6,000.00 € 6,000.00 € 6,000.00 € Total Revenue 156,000.00 € 6,000.00 € 156,000.00 € 6,000.00 € Income Q1 Q2 Q3 Q4 Income from Tuition 350,000.00 € - € 350,000.00 € - € Income from BP 6,600.00 € 6,600.00 € 6,600.00 € 6,600.00 € Total Revenue 356,600.00 € 6,600.00 € 356,600.00 € 6,600.00 €
BUSINESS PLAN 26.11.2013 Global University Network Project 33 Our rollout will incur net losses in the first two years with steadily growing profits thereafter, breaking even after the first year of being fully operative. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Year 2 160,000.00 € 80,000.00 € 35,000.00 € 13,000.00 € 96,000.00 € 304,000.00 € Year 1 100,000.00 € 50,000.00 € 15,000.00 € 13,000.00 € 21,000.00 € 149,000.00 € Expenses Web Development Marketing Network Setup Overheads Staff Total Expenses Year 3 160,000.00 € 80,000.00 € - € 13,000.00 € 96,000.00 € 269,000.00 € Income from Tuition Income from BP Total Revenue 1,500.00 € 6,000.00 € 7,500.00 € 300,000.00 € 24,000.00 € 324,000.00 € 700,000.00 € 26,400.00 € 726,400.00 € Profit (Loss) Cumulative - 216,500.00 € - 216,500.00 € - 60,000.00 € - 276,500.00 € 377,400.00 € 100,900.00 € Year 4 192,000.00 € 92,000.00 € 25,000.00 € 7,000.00 € 156,000.00 € 472,000.00 € 910,000.00 € 6,600.00 € 916,600.00 € 444,600.00 € 545,500.00 € Year 5 230,400.00 € 105,800.00 € 25,000.00 € 7,000.00 € 216,000.00 € 584,200.00 € 1,183,000.00 € 6,600.00 € 1,189,600.00 € 605,400.00 € 1,150,900.00 € +20%pa +15%pa +5 pa +2 pa 30% pa student increase ?? ??
BUSINESS PLAN 26.11.2013 Global University Network Project 34 Our rollout will incur net losses in the first two years with steadily growing profits thereafter, breaking even after the first year of being fully operative. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities BEP could be brought further forward by giving reductions on early payments-8 -6 -4 -2 0 2 4 6 8 10 12 14 1 2 3 4 5 [€00.000's] Expenses, Revenues & Profits Annual Expenses Annual Revenue Annual Profit Cumulative Profit
BUSINESS PLAN 26.11.2013 Global University Network Project 35 Many venture capital firms also have a track record of investments in the online and education sectors. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities
OUTLOOK 26.11.2013 Global University Network Project 36 Once the company is launched, we have identified many areas for possible future development. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Revenue-based focus • Starbucks/ Student-run coffee shop • WIFI cafe • Referral system Service and Marketing- based focus • in-house „service and info“ centres at major partner Universities • Testing centres /proctored exams • Networking courses • „Scholarship“ offerings and location assistance • Case Study Competitions
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Rebranding & Restructuring Educatis University - A New Higher-Ed Network

  • 1. EDUCATIS A GLOBAL UNIVERSITY NETWORK Ryan Bertoldi, Andrea Cardona, Hristiyana Noeva, Ziv Reichert, Lisa Rottmann, Andrew Smith
  • 2. OUTLINE INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities 26.11.2013 Global University Network Project 2
  • 3. We feel there is a need to provide online education solutions on a global scale – this is what our company aims to do. INTRODUCTION INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Life, Liberty and the Pursuit of an Education 26.11.2013 Global University Network Project 3 Availability Affordability 0 200 400 600 800 1984 1987 1990 1993 1996 1999 2002 2005 2008 2011 %1984 Price increases in the US edu oil health Source: Bureau of Labour statisticsSource: daily mail 11th Jan 2012
  • 4. INTRODUCTION Our mission is to build a globally connected network of esteemed and accredited universities to provide this service. 26.11.2013 Global University Network Project 4 INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Compile the best degrees from leading universities and make them globally available, thus … Creating the online equivalent to a traditional University education Offering an easily accessible and highly organized online-avenue to every aspiring student around the world Providing Affordable, discounted, assisted education, for those that already have enough to worry about.
  • 5. INTRODUCTION In order to do this, our company has a unique functional positioning, acting both in the B2B and B2C markets. 26.11.2013 Global University Network Project 5 INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities • Web 2.0 platform to take online degrees Product • Accredited degrees from renowned universities • Complete a degree ‘in your own time’ • ‘Same for Less’ Key Benefits • Those who want easy access to higher education at their convenience Ideal Customer • Accreditation • Single interface Differentiation • Platform for admin of online degrees Product • Easy entry to attractive market • Good ROI (‘More for Same’) Key Benefits • European Universities, that • want to enter the market for O.E. • have no online degrees of their own Ideal Customer • External focus • Extra revenue Differentiation B2B & B2C
  • 6. MARKET EVALUATION The market for online education has only recently begun to take off. 26.11.2013 Global University Network Project 6 1960s: first virtual classroom (University of Illinois) 1970s: computer assisted classworks 1980s: first online courses emerge (corporations) 1990s: first full academic degree programs online (University of Pheonix) Today: Over 20% (6.7 bn) UGs taking MOOCs, but only 4% taking online degrees INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities
  • 7. MARKET EVALUATION It promises continuous growth. 0% 5% 10% 15% 20% 25% 30% 35% 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Online Enrolment [% Total] Source: insidehighered.com 26.11.2013 Global University Network Project 7 INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities
  • 8. 26.11.2013 Global University Network Project 8 INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities MARKET EVALUATION What are they paying for? Who pays? Content Data Labour Services Students Tuition Diagnostics Peer Assistance Certification Tutoring Group learning Unis Module Networking Recruiting analytics Online Platform Employers Custom Courses HR development Recruiting analytics States State subsidies Sponsors Sponsored Courses Problem solving Access to Experts Source: Communications of the ACM, August 2013, vol. 56 p.26 (adapted) Currently, most MOOCs are for free, but we have identified several ways to outperform competitors and become profitable.
  • 9. There are already offerings in the market, which are however not in direct competition with our concept. 26.11.2013 Global University Network Project 9 INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Different Offering Identical Offering Large Offering Small Offering MARKET EVALUATION
  • 10. BUSINESS PLAN Our platform might look something like this … 26.11.2013 Global University Network Project 10 INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities
  • 11. BUSINESS PLAN Our company will become the centre of a network of 10 universities with 12000 students in 5 Years. 26.11.2013 Global University Network Project 11 INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Network of 10 European Universities in 5 years 10K Students in 3 Years with 30% annual increase in Years 4&5 Become a Top 10 online degree institution (Unis and platforms) in 5 years 30% recognition at high schools in our B2C target area Net profit from year 3 Breakeven after 3-4 Years Introduce degrees in several languages (dependant on partners F, ES)
  • 12. The Product that will enable us to achieve this goal is a mix of Substance, Service and Symbol. 26.11.2013 Global University Network Project 12 BUSINESS PLAN INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Symbol Service Substance • Educatis-Brand • Known & Liked • Student support • Admin provision • Quality Education • Full Accreditation Market Perception Total Product Marketing Mix
  • 13. BUSINESS PLAN We will use several criteria to segment the B2B market and find our ideal partners. 26.11.2013 Global University Network Project 13 INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities  Geographic  Reputation  Existing Offer  Language Measurable Substantial Accessible Actionable Differentiable B2B Segment Target Position
  • 14. BUSINESS PLAN To start with, we will focus on European universities that already have some form of online offering. 26.11.2013 Global University Network Project 14 INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities  Geographic  Reputation  Existing Offer  Language  European  Mid-Range  Online Offer  English Measurable Accsessible Responsive Compatible Sustainable B2B Segment Target Position
  • 15. BUSINESS PLAN In the minds of our partners, we want to be the reliable and indispensible gateway to additional revenue in a promising market. 26.11.2013 Global University Network Project 15 INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities  Geographic  Reputation  Existing Offer  Language  European  Mid-Range  Online Offer  English  Necessary gateway to additional revenue  Reputation-builder  Good B2B relationships Clear Consistent Credible Competitive B2B Segment Target Position
  • 16. BUSINESS PLAN In the B2C market we welcome any prospective students, but still segment the market to understand where best to focus our attention. 26.11.2013 Global University Network Project 16 INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities  Geographic  Reputation  Existing Offer  Language  European  Mid-Range  Online Offer  English  Necessary gateway to additional revenue  Reputation-builder  Good B2B relationships  Regional  Education  Learning Behaviour B2B Segment Target Position B2C Segment Target Position
  • 17. We feel our attention is best focused on prospective students who already speak English and are likely to be partial to online learning. 26.11.2013 Global University Network Project 17 BUSINESS PLAN INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities B2C Segment Target Position  Geographic  Reputation  Existing Offer  Language  European  Mid-Range  Online Offer  English  Necessary gateway to additional revenue  Reputation-builder  Good B2B relationships  Regional  Education  Learning Behaviour  English speaking w/ internet connection  Without & looking for HE  Distance learners B2B Segment Target Position
  • 18. Our aim is to posiption ourselves as a time-saving ‘more for less’ option with no obvious drawbacks. 26.11.2013 Global University Network Project 18 BUSINESS PLAN INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities  Geographic  Reputation  Existing Offer  Language  European  Mid-Range  Online Offer  English  Necessary gateway to additional revenue  Reputation-builder  Good B2B relationships  Regional  Education  Learning Behaviour  More for less  Time-saving  Convenience without drawbacks B2C Segment Target Position B2B Segment Target Position  English speaking w/ internet connection  Without & looking for HE  Distance learners
  • 19. BUSINESS PLAN 26.11.2013 Global University Network Project 19 In the B2B market, we will aim to achieve our required positioning by negotiating wisely with the target partners selected. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities UNIVERSITY COUNTRY ONLINE OFFERING Athens University of Economics and Business GR Cardiff University UK Erasmus University Rotterdam ND ETH Zurich CH Humboldt-Universität zu Berlin DE Imperial College London UK ✔ Katholieke Universiteit Leuven BE Lancaster University UK London Business School UK London School of Economics and Political Science UK UNIVERSITY COUNTRY ONLINE OFFERING Maastricht University ND Stockholm School of Economics SE The University of Manchester UK The University of Warwick UK ✔ Trinity College Dublin IR UCL (University College London) UK Universitá Commerciale Luigi Bocconi IT University of Amsterdam ND University of Cambridge UK University of Oxford UK ✔
  • 20. BUSINESS PLAN 26.11.2013 Global University Network Project 20 In the B2B market, we will aim to achieve our required positioning by negotiating wisely with the target partners selected. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Who Are we? What Do we offer? Where Are we? When Is the right time for you? Why Should you consider joining?
  • 21. BUSINESS PLAN 26.11.2013 Global University Network Project 21 In the B2B market, we will aim to achieve our required positioning by negotiating wisely with the target partners selected. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities What we want • €2000 avg tuition per year • 1 degree program per partner uni to begin • Capacity for 1000 students pa What we offer • Good reach to potential students • Clean process • Quality Service
  • 22. BUSINESS PLAN 26.11.2013 Global University Network Project 22 In addition, we will also create revenue on a B2B basis by selling advertising spaces to selected companies, linking our students with industries relevant to their field of study. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities
  • 23. BUSINESS PLAN 26.11.2013 Global University Network Project 23 In order to achieve the required positioning in the B2C market, we will rely on various advertising campaigns. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Item Price* Facebook - FB Page Promotion 2400€ Facebook Ads 6300€ Youtube Ads 4200€ Google Ads 3100€ Twitter - 16000€ *sources: Facebook, Youtube, Google Social Media
  • 24. BUSINESS PLAN 26.11.2013 Global University Network Project 24 In order to achieve the required positioning in the B2C market, we will rely on various advertising campaigns. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Item Price* Posters (5K) 724,51€ Business Cards (5K) 105,91€ Flyers (10K) 223,17€ Stationery (10K) 480,77€ Folders (100) 244,90€ Distribution 2,3K€ 4000€ *source: diedruckerei.de Print & Other
  • 25. BUSINESS PLAN 26.11.2013 Global University Network Project 25 In order to achieve the required positioning in the B2C market, we will rely on various advertising campaigns. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Item Price* Offer reductions of 5% to students for the semesters during which they are working as our ambassadors *neglected in Budgets Ambassador Program Recruit students Recommend new ambassadors Promote the Educatis brand to peers
  • 26. BUSINESS PLAN 26.11.2013 Global University Network Project 26 In order to achieve the required positioning in the B2C market, we will rely on various advertising campaigns. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Item Price* Most per invite only. To be included in budgets on an Ad hoc basis as and when relevant fairs occur. *neglected in Budgets Conferences & Fairs
  • 27. Year 1 Year 2 Year 3 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J Development α-Pilot phase β-Pilot Phase Launch Basic Development Beta In-house Development > Final Updates MI & BPs Recruit Basic Ad campaigns Full Adverstising campaigns Enrol α Enrol β Reenrol Enrol Enrol There are several tasks which have to be carried out before we enter the market. 26.11.2013 Global University Network Project 27 BUSINESS PLAN INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities 1 external Developer @ €50K pa 1 external Designer @ €40K pa 50 % of final Budget for Q1&Q2 (€10K pa) 75% of final Budget thereafter (€15K pa)
  • 28. When entering the market, we will assert our position through smaller pilots before expanding to cover the whole market. 26.11.2013 Global University Network Project 28 BUSINESS PLAN INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Year 1 Year 2 Year 3 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J Development α-Pilot phase β-Pilot Phase Launch Basic Development Beta In-house Development > Final Updates & Maintenance MI & BPs Recruit Basic Ad campaigns Full Adverstising campaigns Enrol α Enrol β Reenrol Enrol Enrol 1 internal Developer @ €60K pa 1 external Designer @ €50K pa Additional Developers B2B relationship managers and general office staff @ €30K pa (1 per 3 partners) 3 courses 3 partners @ €5K per setup 100 Students per course 50% Fees @ 1000€ pa 1% Cut +7 courses (10 total) +7 partners @ €5K per setup 300 Students per course 2000€ pa avg fees 5% Cut Maintain 10 partners & courses 700 Students per course Full marketing budget @ €20K pa
  • 29. BUSINESS PLAN 26.11.2013 Global University Network Project 29 Our rollout will incur net losses in the first two years with steadily growing profits thereafter, breaking even after the first year of being fully operative. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Income Q1 Q2 Q3 Q4 Web Development 22,500.00 € 22,500.00 € 27,500.00 € 27,500.00 € Marketing 10,000.00 € 10,000.00 € 15,000.00 € 15,000.00 € Network Setup 15,000.00 € Overheads 3,250.00 € 3,250.00 € 3,250.00 € 3,250.00 € Staff 1,500.00 € 1,500.00 € 9,000.00 € 9,000.00 € Inc. costs 25,000.00 € Total Expenses 62,250.00 € 37,250.00 € 69,750.00 € 54,750.00 € Income Q1 Q2 Q3 Q4 Web Development 40,000.00 € 40,000.00 € 40,000.00 € 40,000.00 € Marketing 20,000.00 € 20,000.00 € 20,000.00 € 20,000.00 € Network Setup 35,000.00 € Overheads 3,250.00 € 3,250.00 € 3,250.00 € 3,250.00 € Staff 24,000.00 € 24,000.00 € 24,000.00 € 24,000.00 € Total Expenses 122,250.00 € 87,250.00 € 87,250.00 € 87,250.00 € Income Q1 Q2 Q3 Q4 Web Development 40,000.00 € 40,000.00 € 40,000.00 € 40,000.00 € Marketing 20,000.00 € 20,000.00 € 20,000.00 € 20,000.00 € Network Setup Overheads 3,250.00 € 3,250.00 € 3,250.00 € 3,250.00 € Staff 24,000.00 € 24,000.00 € 24,000.00 € 24,000.00 € Total Expenses 87,250.00 € 87,250.00 € 87,250.00 € 87,250.00 €
  • 30. BUSINESS PLAN 26.11.2013 Global University Network Project 30 Our rollout will incur net losses in the first two years with steadily growing profits thereafter, breaking even after the first year of being fully operative. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Expenses Year 1 Year 2 Year 3 Year 4 Year 5 Web Development 100,000.00 € 160,000.00 € 160,000.00 € 192,000.00 € 230,400.00 € Marketing 50,000.00 € 80,000.00 € 80,000.00 € 92,000.00 € 105,800.00 € Network Setup 15,000.00 € 35,000.00 € - € 25,000.00 € 25,000.00 € Overheads 13,000.00 € 13,000.00 € 13,000.00 € 7,000.00 € 7,000.00 € Staff 21,000.00 € 96,000.00 € 96,000.00 € 156,000.00 € 216,000.00 € inc costs 25,000.00 € Total Expenses 224,000.00 € 384,000.00 € 349,000.00 € 472,000.00 € 584,200.00 € Tuition income 1,500.00 € 300,000.00 € 700,000.00 € 910,000.00 € 1,183,000.00 € Income from BP 6,000.00 € 24,000.00 € 26,400.00 € 6,600.00 € 6,600.00 € Total Revenue 7,500.00 € 324,000.00 € 726,400.00 € 916,600.00 € 1,189,600.00 € Profit (Loss) - 216,500.00 € - 60,000.00 € 377,400.00 € 444,600.00 € 605,400.00 € Cumulative - 216,500.00 € - 276,500.00 € 100,900.00 € 545,500.00 € 1,150,900.00 €
  • 31. BUSINESS PLAN 26.11.2013 Global University Network Project 31 Our rollout will incur net losses in the first two years with steadily growing profits thereafter, breaking even after the first year of being fully operative. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Year 2 160,000.00 € 80,000.00 € 35,000.00 € 13,000.00 € 96,000.00 € 304,000.00 € Year 1 100,000.00 € 50,000.00 € 15,000.00 € 13,000.00 € 21,000.00 € 149,000.00 € Expenses Web Development Marketing Network Setup Overheads Staff Total Expenses Year 3 160,000.00 € 80,000.00 € - € 13,000.00 € 96,000.00 € 269,000.00 € Expenses Q1 Q2 Q3 Q4 Web Development 22,500.00 € 22,500.00 € 27,500.00 € 27,500.00 € Marketing 10,000.00 € 10,000.00 € 15,000.00 € 15,000.00 € Network Setup 15,000.00 € Overheads 3,250.00 € 3,250.00 € 3,250.00 € 3,250.00 € Staff 1,500.00 € 1,500.00 € 9,000.00 € 9,000.00 € Inc. costs 25,000.00 € Total Expenses 62,250.00 € 37,250.00 € 69,750.00 € 54,750.00 € Expenses Q1 Q2 Q3 Q4 Web Development 40,000.00 € 40,000.00 € 40,000.00 € 40,000.00 € Marketing 20,000.00 € 20,000.00 € 20,000.00 € 20,000.00 € Network Setup 35,000.00 € Overheads 3,250.00 € 3,250.00 € 3,250.00 € 3,250.00 € Staff 24,000.00 € 24,000.00 € 24,000.00 € 24,000.00 € Inc. costs Total Expenses 122,250.00 € 87,250.00 € 87,250.00 € 87,250.00 € Expenses Q1 Q2 Q3 Q4 Web Development 40,000.00 € 40,000.00 € 40,000.00 € 40,000.00 € Marketing 20,000.00 € 20,000.00 € 20,000.00 € 20,000.00 € Network Setup Overheads 3,250.00 € 3,250.00 € 3,250.00 € 3,250.00 € Staff 24,000.00 € 24,000.00 € 24,000.00 € 24,000.00 € Inc. costs Total Expenses 87,250.00 € 87,250.00 € 87,250.00 € 87,250.00 €
  • 32. BUSINESS PLAN 26.11.2013 Global University Network Project 32 Our rollout will incur net losses in the first two years with steadily growing profits thereafter, breaking even after the first year of being fully operative. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Year 2 160,000.00 € 80,000.00 € 35,000.00 € 13,000.00 € 96,000.00 € 304,000.00 € Year 1 100,000.00 € 50,000.00 € 15,000.00 € 13,000.00 € 21,000.00 € 149,000.00 € Expenses Web Development Marketing Network Setup Overheads Staff Total Expenses Year 3 160,000.00 € 80,000.00 € - € 13,000.00 € 96,000.00 € 269,000.00 € Income from Tuition Income from BP Total Revenue 1,500.00 € 6,000.00 € 7,500.00 € 300,000.00 € 24,000.00 € 324,000.00 € 700,000.00 € 26,400.00 € 726,400.00 € Income Q1 Q2 Q3 Q4 Income from Tuition - - 1,500.00 € - € Income from BP - - 3,000.00 € 3,000.00 € Total Revenue - € - € 4,500.00 € 3,000.00 € Income Q1 Q2 Q3 Q4 Income from Tuition 150,000.00 € - € 150,000.00 € - € Income from BP 6,000.00 € 6,000.00 € 6,000.00 € 6,000.00 € Total Revenue 156,000.00 € 6,000.00 € 156,000.00 € 6,000.00 € Income Q1 Q2 Q3 Q4 Income from Tuition 350,000.00 € - € 350,000.00 € - € Income from BP 6,600.00 € 6,600.00 € 6,600.00 € 6,600.00 € Total Revenue 356,600.00 € 6,600.00 € 356,600.00 € 6,600.00 €
  • 33. BUSINESS PLAN 26.11.2013 Global University Network Project 33 Our rollout will incur net losses in the first two years with steadily growing profits thereafter, breaking even after the first year of being fully operative. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Year 2 160,000.00 € 80,000.00 € 35,000.00 € 13,000.00 € 96,000.00 € 304,000.00 € Year 1 100,000.00 € 50,000.00 € 15,000.00 € 13,000.00 € 21,000.00 € 149,000.00 € Expenses Web Development Marketing Network Setup Overheads Staff Total Expenses Year 3 160,000.00 € 80,000.00 € - € 13,000.00 € 96,000.00 € 269,000.00 € Income from Tuition Income from BP Total Revenue 1,500.00 € 6,000.00 € 7,500.00 € 300,000.00 € 24,000.00 € 324,000.00 € 700,000.00 € 26,400.00 € 726,400.00 € Profit (Loss) Cumulative - 216,500.00 € - 216,500.00 € - 60,000.00 € - 276,500.00 € 377,400.00 € 100,900.00 € Year 4 192,000.00 € 92,000.00 € 25,000.00 € 7,000.00 € 156,000.00 € 472,000.00 € 910,000.00 € 6,600.00 € 916,600.00 € 444,600.00 € 545,500.00 € Year 5 230,400.00 € 105,800.00 € 25,000.00 € 7,000.00 € 216,000.00 € 584,200.00 € 1,183,000.00 € 6,600.00 € 1,189,600.00 € 605,400.00 € 1,150,900.00 € +20%pa +15%pa +5 pa +2 pa 30% pa student increase ?? ??
  • 34. BUSINESS PLAN 26.11.2013 Global University Network Project 34 Our rollout will incur net losses in the first two years with steadily growing profits thereafter, breaking even after the first year of being fully operative. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities BEP could be brought further forward by giving reductions on early payments-8 -6 -4 -2 0 2 4 6 8 10 12 14 1 2 3 4 5 [€00.000's] Expenses, Revenues & Profits Annual Expenses Annual Revenue Annual Profit Cumulative Profit
  • 35. BUSINESS PLAN 26.11.2013 Global University Network Project 35 Many venture capital firms also have a track record of investments in the online and education sectors. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities
  • 36. OUTLOOK 26.11.2013 Global University Network Project 36 Once the company is launched, we have identified many areas for possible future development. INTRODUCTION Vision & Mission Market Positioning MARKET EVALUATION History & Trends Competitor Analysis BUSINESS PLAN Strategic Goals STP-Framework Marketing Strategies Rollout Model Financing & Budgets OUTLOOK Future Opportunities Revenue-based focus • Starbucks/ Student-run coffee shop • WIFI cafe • Referral system Service and Marketing- based focus • in-house „service and info“ centres at major partner Universities • Testing centres /proctored exams • Networking courses • „Scholarship“ offerings and location assistance • Case Study Competitions