educatis presentation
TRANSCRIPT
25.11.2013
1
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
25.11.2013
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
Availability Affordability
0
200
400
600
800
1984
1987
1990
1993
1996
1999
2002
2005
2008
2011
% 1
98
4
Price increases in the US
edu
oil
health
Source: Bureau of Labour statistics Source: 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
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.
25.11.2013
3
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
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
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
25.11.2013
4
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
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
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.
25.11.2013
5
There are already offerings in the market, which are however not in direct competition with our concept.
26.11.2013 Global University Network Project
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
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
*detailed description in presentation
25.11.2013
6
BUSINESS PLAN
Our platform might look something like this …
26.11.2013 Global University Network Project
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
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)
25.11.2013
7
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
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
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
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
25.11.2013
8
BUSINESS PLAN
26.11.2013 Global University Network Project
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
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?
25.11.2013
9
BUSINESS PLAN
26.11.2013 Global University Network Project
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
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
25.11.2013
10
BUSINESS PLAN
26.11.2013 Global University Network Project
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
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
25.11.2013
11
BUSINESS PLAN
26.11.2013 Global University Network Project
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
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
25.11.2013
12
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
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
*detailed description in presentation
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
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
??????????
25.11.2013
13
BUSINESS PLAN
26.11.2013 Global University Network Project
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
[€ 0
0.0
00
's]
Expenses, Revenues & Profits
Annual Expenses
Annual Revenue
Annual Profit
Cumulative Profit
BUSINESS PLAN
26.11.2013 Global University Network Project
Many venture capital firms 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
25.11.2013
14
OUTLOOK
26.11.2013 Global University Network Project
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
THANKS FOR LISTENING