Date post: | 06-May-2015 |
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Education |
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Teach.
Learn.
Your Way.
Introduction
• Company: Home Educational Networks, LLC
• Founded by four UCLA Extension students
• Service: Lesson Builder 2.0
• Customer: Parents of Home-based Students
• Goals: 1% market share by end of 1st year
and $1 million in revenue.
Who is home schooling?
• 1.1 million children are home-schooled each
year
• Reasons: Religion, Distance, Special Needs,
Anti-Establishment, and Better Education
• Commonality: Parents want to be in control
• We provide control, options, and simplicity
What is Lesson Builder 2.0?
• Revolutionary online home-school resource for
parents and students
• Aggregates free educational content from the
internet and organizes it into lesson plans
• Allows parent teachers to build and customize
their own curriculums in our easy to use website
• Think Wikipedia, but with better organization,
trustworthy content, and social networking
features
Stakeholder’s Analysis
Company: Core Values
Mission Statement: To help parents be the best teachers they can be.
Vision Statement:
To provide the most comprehensive, flexible and rewarding lesson planning resource for parents, using the latest Internet technology.
Company
Customer
Competitor
Community
Company: Brand
• Brand & Position: Progressive, small start-up,
tech-driven, community-oriented. The best
resource for building high-quality lessons.
• Marketing: company blog, online advertising,
print, affiliate partnerships, marketplace/forums
• Strengths: sense of community, allows flexibility,
accessible resource, fun
• Weaknesses: Relatively new, we don’t create
our own educational content
Company
Customer
Competitor
Community
Company: Product Brand
Lesson Builder
2.0
Simple
User-friendly
Flexible
Customizable Shareable
Community-oriented
Internet & Web 2.0
functionality
Reward Parents
&Student Achievement
Company
Customer
Competitor
Community
Customer: Market
Educational Home-Schoolers (48%)
Religious Home-Schoolers (30%)
Behavioral/Special Needs (14%)
Other Reasons (9%)
Total Market: 1.1 Million Students
Company
Customer
Competitor
Community
Customer: Market
Population
1.1 Million students in the United States
Demographics
Most non-Hispanic Whites
Married Couples
1 Stay at Home Parent
Moderate-High Education Levels
Middle Income
Market Value
$300 Million
Company
Customer
Competitor
Community
Customer: Market
What they want:
– Better education than what’s available
– Access to more advanced curriculum
– More control & involvement in children’s
education
– More flexibility
– More resources
Company
Customer
Competitor
Community
Company: Positioning
Company
Customer
Competitor
Community
Perceptual Map
Competitor: K12.com
• K12.com develops their own curriculum
• “Developed by curriculum experts and
course designers individualized for each
student”
Company
Customer
Competitor
Community
Competitor: K12.com
• Brand & Position: Top notch curriculum,
geared towards academic excellence
• Marketing: Online marketing, affiliate
marketing, sales reps
• Strengths: Highest quality curriculum,
comprehensive
• Weaknesses: Price could prevent many
potential customers from enrolling, not
a community
Company
Customer
Competitor
Community
Competitors: Other
Company
Customer
Competitor
Community
Other Direct Competitors
Homeschool.com
Time 4 Learning
ReadWriteThink.org
EducationWorld.com
Indirect Competitors
Public Schools
Private Schools
Charter Schools
Online Schools
Community
• Government currently trying to
regulate home-schooling
• General public perception that home-
schoolers are weird & anti-social
• Our community is progressive and
social
Company
Customer
Competitor
Community
Marketing Mix
Product
Lesson Builder 2.0 helps parents build
lesson plans, quicker and more easily
than ever before
Product: Unique Selling Proposition
Build Lesson Plans
Share on Lesson Plans 2.0
Marketplace Make $
Product: Key Features
User-friendly interface to build lesson plans
• Drag & drop functionality
• Assessment Tools
Calendar & other organizational tools, with up-to-the-minute alerts
“Suggested Templates” feature
• Initial Survey
• Results returned based on special algorithm
Option to Share Lesson Plans
Option to Sell Lesson Plans on Lesson Builder 2.0 Market Place
Product: Benefits
Better Organization
Easier Planning
Save Time! Adapt to Each
Child’s Learning Style
Choose the Right
Curriculum
Flexible Total Control
Financial Incentives
Building Lesson Plans =
Fun!
Price
• Free for registered users
• Pay-per-lesson Pricing Model
– Purchase lessons in marketplace
– Prices set by amount of content & length
– Per quarter: $20 / lesson
– 50% of each sale goes to Home Educational
Networks, LLC ($10 earned)
• Revenue Objective: $1,000,000
Price: vs. Competition
• K12.com Pricing Options:
– $22/course (offers bulk discount)
– Subscription: $29.95/month
– Teacher Supported:
• $225-$375/Semester
• $450-$750/Year
Place
• Distribution Channels:
– Content Distributed Online
– Book publishers
– Partner with other homeschool & educational
resources
• Headquarters: Los Angeles, Ca
Promotion: Content
• Communications change as service expands
“Build & Share
Lessons”
“Choose from Thousands of
Proven Lessons”
Growth Phase $ Phase
Promotion: Media
Tactic Impressions
Educators 2.0 Conference (uncounted)
Print Campaign 100,000
Online Marketing 400,000
• 500,000 Impressions
Promotion: Location
• Timing: Launch Spring 2011
– Summer Promotion
• Location: Rural & Suburban, West & East Coast
Promotion: Objectives
• Revenue:
– Our goal = 10,000 customers ($2,000,000)
– Average 12 courses at $20 each ($200/year)
– Assuming 2% response rate, we need 500,000
Impressions to real goal
– Company Revenue $1,000,000
• Seminar Micro-Site (Educators 2.0 Conference)
– All print and web advertising lead to single URL
– Links to Lessonbuilder.com
– Tracking codes assigned to all ads
– Lessonbuilder.com has dedicated Seminar page
• Lesson Master Blog:
– Tutorials and tips for Lesson Builder 2.0
– Updates parents with news & trends
• Mission is reflected in all communications
Promotion
Integration Strategy
• Integrated campaign that understands the
needs of its target consumer, the parent
• One strong message: “Teach. Learn. Your Way.”
• Involve teachers with the creation of lesson
plans and educational content
• Allows teachers to earn extra revenue
Future Market Expansion
• Remaining 99% of homeschool market
• Expatriate community
• Teachers: Resource for developing lesson plans
• Eventually adapted by students and educators
for use in traditional schooling environments
Future Product Expansion
• University level lesson builder
• Accredited curriculum for high school
• Test prep (SAT, GRE, TOEFL, etc.)
• Worldwide use in multiple languages
• Subscription pricing model for school districts
Teach. Learn. Your Way.