Strayer University The Coca Cola Company Marketing and Advertising Strategy HW i have attached the example, use this template to complete the project, you

Strayer University The Coca Cola Company Marketing and Advertising Strategy HW i have attached the example, use this template to complete the project, you can choose any easy topic related to business, like retail, etc, use the same template that i have attached. there are 2 parts separately, you can use same business topic for part 2 as part 1. check the atteachent then you understand easily, BUSINESS PLAN
PART I
Student Name: Trateshia “TC” Mack
Business Name: Students of Strength
Executive Summary
 Brief History
Students of Strength was officially founded by Rahsaan King in 2013, while completing his freshman year of college at Harvard University. By the end of 2013, the company had expanded to Houston, Boston, Philadelphia and
Sacramento. In 2014, the company further expanded to D.C. and New York City.

Currently, SOS has an advisory board that includes professionals with experience in business, education, and technology; an executive team that is formed by people that are experienced professionals, recent graduates,
and current college students; and 3,600 tutors nationwide. Our main offices are located in Cambridge and Houston; however, our operations are nationwide, since all of our services are provided online.
 Mission Statement (why you are in business)

At SOS, our community of tutors ensures quality educational opportunities for all students, regardless of background or geography. Our digital platform provides a safe online environment for students and teachers to discuss
and share materials.
Executive Summary
 Discussion of your revenue and your business model briefly describe how your business will make money (how will you charge
customers? How much? Where will you find them? .

Customers can choose between only using our academic coaching services or purchasing a subscription, which gives them access to our full
array of online academic resources.

Students of Strength aims to connect with community organizations, municipal organizations, and corporations to provide our service and
others that students both desperately need to achieve their short-term and long-term goals, both academically and personally. We intend to
use our partners invested capital, customer networks, business contacts and other resources to expand our reach, our brand and team, and
our products as well as acquire new business partnerships.

SOS has two different revenue streams: unit sales and subscription fees

Clients are charged per hour of service, depending on the number of hours they buy per month or year.
Executive Summary
 Overview of Product/Service

SOS offers customizable online tutoring in math, science and other subjects; personalized mentorship, test preparation, and guidance through the college application process; as well as access to
other academic resources. Via an evidence-based, student focused, active learning approach, we help students succeed academically as well as personally. Because of the holistic approach
we take to students’ needs, SOS services go beyond subject tutoring; we deliver the resources and support so our scholars can achieve excellence in all aspects of their lives.

Customers can choose between only using our academic coaching services or purchasing a subscription, which gives them access to our full array of online academic resources.
 Key Features of Your Market

According to the Global Industry Analysts, Inc., a well respected market research company, tutoring is currently one of the top 16 industries worldwide for starting a business. In 2014, the global
private tutoring industry experienced a growth rate of 7%, and it is projected that it will reach the value of “US$196.3 billion by 2020, buoyed by growing desire for academic excellence, increasing
competition for admission into academic institutions, and shortage of teaching staff in schools” (Private Tutoring: A global strategic business report, 2014). Moreover, the “growth in the industry is
primarily attributed to the inability of the standard education system to address the unique needs of each student” (Private Tutoring: A global strategic business report, 2014). In the US, where
tutoring is a $4 billion dollar industry, research shows that schools are specially failing to meet the needs of middle-income and low-income students as well as minority students.
Executive Summary
Management Team
 Rahsaan King, CEO
 Harvard Graduate- 2019
 Victoria Rowe, Director of Operations
 Derek Burgman, CTO
Rahsaan King, CEO
Victoria Rowe, Director of Operations
 Darnell Joseph, Director of Sales and Marketing
 Senior Academic Technology Officer, Texas Southern University 2010- Present
 TC Mack, Product Manager
 Over 13 + Years Customer Service in a Digital Environment
 9+ Years Small Business and Non-Profit Digital Consulting
 Masters Certificate in Digital Entrepreneurship
CTO Derek Burgman,
Darnell Joseph, Director of Sales and Marketing
TC Mack, Product Manager
 Masters of Business Administration
4.0 GPA

Anticipated Graduation- August 2019
The Company Overview
 Organizational and Management Structure what management team do you have in place? Names/Roles

Rahsaan King, CEO

Victoria Rowe, Director of Operations

Derek Burgman, CTO

Darnell Joseph, Director of Sales and Marketing

TC Mack, Product Manager
 Description of Products/Services what type of products do you sell? What are their key features?
 OSOS (Students of Strength) ensures students’ personal development and academic success by: providing customizable online
tutoring in math, science and other subjects; personalized mentorship, test preparation, and guidance through the college
application process; as well as access to other academic resources. our academic coaches are exceptionally talented and
motivated scholars from various prestigious universities, including Harvard, MIT, University of Chicago, and Carnegie Mellon, where
they administer our different services through our innovative and engaging online platform.
The Company Overview
 Overview of Trends in the Industry and Marketplace where you compete what’s new in this industry? Where
are there opportunities? Where are there threats? What value can you add here?

While many companies are already providing online tutoring, they are not affordable for middle-income and low-income families. Further, none of these companies focus on
offering academic services with the holistic approach to education that our academic coaching takes. SOS considers the gap between the services being offered by existing
companies and the demand in underserved communities for these services at an affordable price a great opportunity to capitalize, while making a difference in communities in
need. By offering service to students from all backgrounds and establishing a sponsorship program, where people can sponsor low-income students to receive our services, we will
be able to make our services accessible for everyone in a financially sustainable way. We intend to reach our clients by serving individual families, but also schools, school districts
and school affiliated programs.
 Key Strengths and Weaknesses of the company what do you well or better than competitors? Where are you strong/unique/better?
What are your weaknesses compared to competitors? What do they do better than you?

To ensure that our students continue to receive the best academic assistance available, we recruit our academic coaches from the top 200
universities in the United States who have proven themselves academically successful through high standardized test scores (minimum 2000 on
SAT and 30 on ACT) as well as a minimum grade point average requirement (3.3).

We don’t have the funding as our competitors as we are attempting to startup and scale.
Market Analysis
 Analysis of key competitors and likely future competitors and how your business model will
change or evolve in order to face the new competitors. Who are your three main competitors? Are others likely to enter the
market? What measures will you take to adapt and compete? How will you stay ahead of them? What offerings do you have planned for the future?
 Description and analysis of key clients (current and anticipated) who are your customers/main target segments?
What are their demographics? What are their values/interests/hobbies? What do you they value your product? Will you target additional segments?

Public Schools, Charter Schools, Private Schools, Home Schoolers, and After School/ Summer Programs are our primary focus right now

Our demographics has traditionally been underprivileged and poverty stricken kids to give them access to much needed tools. We have data to show that after tutoring with SOS the state mandated scores and classroom
grades increase.

We will target more Private, Home School, Charter Schools and etc. to offset the cost of the Division 1 schools who might not have the funding. We strive to be the Bobs of tutoring. Where for every student that pays full price
we can sponsor a student who’s not as fortunate.
Market Analysis

Market research supporting current and anticipated product lines- what evidence do you have to support that there is a market for the product(s) that you are

Analysis of barriers to entry and your sustainable competitive advantage- are there any roadblocks to prevent you from entering the market where you hope
offering. What hole/need in the market does it fill?
to compete? Is there anything to prevent you from maintaining a competitive advantage here? Any future competitors or issues that may hinder your business?

As of right now we are getting working on getting and more cash flow.

We are currently in the market but we are in the process of expanding our reach and going through the process to become a registered vendor for different school districts.

Schools are resistant to engage companies in this space because they have constrained budgets and companies in this space have not figured out how to successfully
navigate the funding procurement process nor effectively communicate these opportunities. For example, there is federal funding that schools can apply for through Title 1
that allows for tutoring services as well as grants and sponsorship opportunities that schools can leverage that they don’t know about or don’t apply for, thus billions of dollars
go unused each year. We would like to help those schools receive that funding as well as help put it to great use. Parents don’t always trust online education, so
communicating a value proposition and trustworthiness is difficult yet essential, but we will do so better than our competition through strategic branding and emotional
awareness. With students, the limitations are that they are tired after the school day and usually don’t want to continue to engage academia. This is why it is important that
students services are student-centered and engaging in a way that few products on the market have managed to nail. Current tutoring companies obligate students to
commitments that college students can’t maintain, they need to be flexible so that they can have their own social life and academic calendar. This is why tutoring on
demand needs to be equal parts on-demand for the tutor and the student in order for it work.
References
 Global Industry Analysts, Inc., 2014, Private Tutoring: A Global Strategic Business Report.
Business Plan
Part II
Student Name: Trateshia “TC” Mack
Business Name: Students of Strength
Marketing and Advertising Strategy
 Strategies for reaching current and anticipated customers or clients- how will your customers find out about your
products? What techniques will you use? How will you attract them?
 Customer Acquisition: interacting on our primary channels, our site, which potential customers
access shopping tutors, by recommendation, or discover via secondary direct access channelssocial media.
 Retention: Dedicated personal assistance, quality assurance interviews, surveys new customer
follow-ups & investigation & catalogue the determinants of customer defection. Strengthen
knowledge of customer characteristics to bolster retention rate & take actions to improve
website, coaches & service quality.
Marketing and Advertising Strategy
 Pricing policies and strategies- how will you price your products? What will you do to encourage repeat business? Will you offer discount pricing?
Subscription models?
 Primary Revenue Model: Academic coaching packages are our 1st revenue source, a Usage fee
Fixed Pricing based menu that is a combination of product feature & volume dependence.
 Secondary Models: Advertisements—Limits related to fixed price (service) revenue model can be
met by our web hub, giving us the opportunity to develop secondary revenue streams via
advertising. However, our brand is a vital resources, & advertisements must be vetted & intimately
correlated. Also, embedded product placements, preferable to banner adverts, may be
applicable to our multi-media products. Also, licensing can also generate revenue. As SOS
matures, our library of intellectual property (video lectures, digital learning paradigms, online
tools, games, applications) can be licensed & embedded on school’s & academic oriented
websites.
 We do have Subscription pricing.
 We are figuring out the logistics behind discount pricing but we do have it on the table.
Marketing and Advertising Strategy
 Advertising and public relations plans as well as any strategic alliances you have with
other business. How will you advertise your product(s)? What channels will you use? What methods will you use to make the public aware of your brand? Will you
partner will any other companies? How so?
 Owned: The SOS Website, our highest yielding direct channel/ activity hub
 Social Media: Currently, we find it cost-effective to reach our customer network via Owned Direct
Channels, including our SOS marketing initiatives that embrace social media like YouTube &
Facebook, leveraging our services & connect with our customers around the globe.
 Partner’s: Once partnerships with other service providers are formed, we will employ their
Channels, expanding our reach, & reaping the benefit from partner strengths by tapping their
customer network
Financial Plan and Strategies
 Summary of financial performance for the past 3-5 years. What have your sales been like or what are your anticipated
sales? Where do you expect growth- what areas/products/customer segments?

In the year of 2017, we made an income of $212,673.28 with our expenses being $ 185,618.83 . That left us with a profit of $27,054.45 .

In 2018, we bit off more than we can chew. We were revamping the product and we had more expenses than revenue coming in. We w=ended the year with >$10 K profit.

We are in the process of a complete rehaul of leadership and the company as of today and we are attempting to close on a $30K contract with a school district within the next few weeks-month.

We are still working with the older model as new leadership is coming in and repairing the damage from the old regime.
Financial Plan and Strategies
 Current financial condition- what are your assets? Liabilities? What future expenses do you expect? What type of capital do you need for the next 5 years?

As of right now our software is valued around $150K-$250K

We have a lot of debt that we are currently calculating from the od regime.

Our Goal is as follows:

Human resources are our largest expenditure, but generate the more capital then expense as they engage in activities vital to our ability to deliver our value
proposition. SOS is value-driven, directing varied resources towards our triadic service provisions, dedicated R+D & delivering high quality, highly qualified, productive
personalized academic services to our clientele.

Fixed costs:


Exec.& Admin Wages

Coaches Session Rate

Operational Cost

Best Practices R+D
Variable Costs:

Website Feature Development

Motivational Event Team Travel
Financial Plan and Strategies
 Projected Sales and Expenses- what type of sales do you anticipate over the next 2-5 years? What are your projected expenses? Give details
 SALES Y1 $538,310
 EXPENSES Y1 $284,850
 SALES Y2 $749, 386
 EXPENSES Y2 $382,067
Financial Plan and Strategies
 How the capital you are asking for with be allocated.- how much money will it take to grow your business over the next 5 to 10
years? Where will you spend that money/how will you allocate it? What are your financial needs and how will your profit from the additional capital?
References

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