ThunderSchool Final Draft Business Plan

ThunderSchool Final Draft Business Plan - DRAFT BUSINESS...

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DRAFT – May 30, 2000 B USINESS P LAN PRIVILEGED AND CONFIDENTIAL MAY 2000 P REPARED FOR WRC M EDIA B Y D IAMOND T ECHNOLOGY P ARTNERS I NCORPORATED 1
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DRAFT – May 30, 2000 Business Plan Table of Contents 1 Executive Summary ............................................................................... 7 1.1 Market Opportunity ......................................................................... 7 1.2 Business Concept ............................................................................ 7 1.3 Value Proposition ........................................................................... 8 1.4 Go To Market Strategy .................................................................... 9 1.5 Financial Opportunity ...................................................................... 9 1.6 Financing Requirements ................................................................... 9 1.7 Valuation ....................................................................................... 10 1.8 Technology Strategy ..................................................................... 10 1.9 Management Team and Organizational Structure ............................ 10 2 Business Concept ................................................................................. 12 2.1 Vision and Mission Statement ........................................................ 12 2.1.1 Vision_____________________________________________________________________________12 2.1.2 Mission___________________________________________________________________________12 2.2 Target Market ................................................................................ 12 2.3 Magnitude of the Opportunity ......................................................... 13 2.4 Business Model ............................................................................. 13 2.4.1 Core Service Offerings____________________________________________________________15 2.4.2 Strategic Partnerships_____________________________________________________________17 2.5 Content Partnerships ...................................................................... 17 2.6 Competitive Advantage of Business Model ....................................... 18 3 Market Opportunity ............................................................................. 19 3.1 Emerging Education Trends ............................................................ 19 3.1.1 The education system is failing its students_______________________________________20 3.1.2 Parents, teachers, administrators and governmental agencies are searching for ways to measure performance_________________________________________________20 3.2 Emerging Technology Trends in Education ....................................... 20 3.2.1 Technology is gaining acceptance as an enabler of learning_______________________21 3.2.2 Thus a market for learning technology has been established______________________22 3.2.3 A new model of learning is emerging______________________________________________24 3.3 Changes in Consumer Behavior ....................................................... 25 3.3.1 Customers are embracing new forms of communication and needs fulfillment, often with children leading the way__________________________________________________25 3.4 Summary of the Opportunity ........................................................... 26 4 Competitive Environment ..................................................................... 27 4.1 Traditional Tools are Inadequate ..................................................... 27 4.2 Emerging Tools Are Incomplete ....................................................... 27 2
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DRAFT – May 30, 2000 4.3 The Educational Services Value Chain .............................................. 27 4.3.1 Content/Curriculum Development_________________________________________________28 4.3.2 Content/Curriculum Synthesis_____________________________________________________28 4.3.3 Instruction Delivery_______________________________________________________________29 4.3.4 Assessment_______________________________________________________________________29 4.3.5 Constituency Communication_____________________________________________________30 4.3.6 Administration____________________________________________________________________30 4.3.7 Infrastructure Provision, Build-Out, and Maintenance______________________________30 4.3.8 Commerce________________________________________________________________________31 4.4 The Opportunity lies in Providing a Total Solution ............................ 31 5 Investment Summary ........................................................................... 32 5.1 Projected Financing Requirements .................................................. 32 5.2 Capital Needs ................................................................................. 32 5.3 Investment Valuation ..................................................................... 33 5.3.1 Investment Tranche_______________________________________________________________33 5.3.2 Use of Proceeds___________________________________________________________________34 5.4 Exit Strategies ............................................................................... 34 5.4.1 Initial Public Offering (IPO)________________________________________________________35 5.4.2 Selling Stake to other Investors___________________________________________________35 5.4.3 Selling the Venture________________________________________________________________35 6 Value Proposition ................................................................................. 36 6.1 Value Proposition by Stakeholder .................................................... 36 6.1.1 Value to the ThunderSchool Community___________________________________________36 6.1.2 Value to Educators________________________________________________________________36 6.1.3 Value to Administrators___________________________________________________________36 6.1.4 Value to Parents__________________________________________________________________37 6.1.5 Value to Students_________________________________________________________________37 6.1.6 Value to Strategic Partners________________________________________________________37 6.2 Prioritization of service offering ...................................................... 37 6.2.1 Competitive Analysis _____________________________________________________________39 6.3 The Power of Communities (See Appendix 14.4) ............................... 40 7 Go To Market Strategy ......................................................................... 41 7.1 Customer Strategy ......................................................................... 41 7.1.1 Constituent Segmentation_________________________________________________________41 7.1.2 Customer Segmentation: Schools and Parents_____________________________________42 7.1.3 Segment Dynamics_______________________________________________________________44 7.1.4 Marketing and Sales Strategy_____________________________________________________44 7.1.5 School/District Acquisition_________________________________________________________46 7.1.6 Market Positioning by Segment____________________________________________________46 7.1.7 Market Positioning by Gatekeeper_________________________________________________47 7.1.8 Retention_________________________________________________________________________47 7.2 Revenue Model and Pricing Strategy ............................................... 48 7.2.1 Revenue Model___________________________________________________________________48 7.2.2 Pricing and Bundling Strategy_____________________________________________________50 7.2.3 Total Market Potential by Segment _______________________________________________52 7.3 Image and Awareness Strategy ....................................................... 52 3
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DRAFT – May 30, 2000 7.4 Launch Strategy ............................................................................. 52 7.4.1 Market-To-Market Roll-Out Campaigns____________________________________________53 7.4.2 Advertising, Promotion and Affiliate Programs_____________________________________53
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