Dedication I
Acknowledgements II
Abstract III
Table of Content IV
Table of Figures VII
1. Introduction 2
1.1 Research objectives and issues 4
1.2 Methodology 4
2. Proposed Business Plan 7
2.1 Company Summary
2.2 Company ownership 7
2.2.1 Biography of founder 8
2.3 Business description 9
2.3.1 Background of the business 9
2.3.2 Mission and objectives of the business 11
3. Market 12
3.1 Current market situation 12
3.2 Market research 14
3.3 Market strategies 15
3.4 Competitive analysis 15
3.5 Competitors in Taiwan 16
3.5.1 Germany 16
3.5.2 United States of America 18
3.5.3 Netherlands 19
3.5.4 Peoples Republic of China 19
4. Services 22
4.1 Requirements for admission 22
4.2 Costs for studying in Germany
4.3 Service description 24
4.3.1 University application 27
4.3.2 University external 27
4.3.3 Language programs 28
4.4 Customer relation management 28
4.5 Future services 30
4.6 Franchising
5. Marketing strategy 34
5.1 Value position 34
5.2 Competitive edge 37
5.3 Pricing strategy 38
5.4 Promotion strategy 39
5.5 Distribution 41
6. Operations and Management 43
6.1 Description of operations 43
6.2 Human resource and organization 44
6.3 Costs of operation 45
6.3.1 Development 45
6.3.2 Fixed costs 46
6.3.3 Variable costs 47
6.4 Supporting parties 47
6.5 Process 47
6.6 Legal requirements 48
7. Financial components 49
7.1 Definition of terms 49
7.2 Financial projections 53
7.3 Financial statements 54
7.4 Financial analysis 60
8 Action Plan and Contingency Analysis 63
8.1 Specific steps to carry out the plan 63
8.1.1 Actions before start phase 63
8.1.2 Actions at start phase 64
8.2 Resource Allocation 65
8.2.1 More budget available 66
8.2.2 Less budget available 66
8.3 Potential liabilities and barriers to success 67
9. Conclusion 69
References 72
Appendix 75

Table of Figures

Gender of visitors at EHEF, 2005 10
Table 1

Percentage of Taiwanese studying abroad 12
Table 2

Countries of interest at EHEF, 2004 14
Table 3

Website of sispc.com 20
Table 4

Wage structure 44
Table 5

Investment plan 45
Table 6

Office expenses 46
Table 7

Depreciation and amortization period 50
Table 8

Intended period of stay at EHEF, 2005 51
Table 9

Sales forecast 52
Table 10

Income statement 56
Table 11

Cash flow statement 57
Table 12

Balance sheet 58
Table 13

Net Present Value 60
Table 14

Internal rate of return 61
Table 15

Mile stones 62
Table 16

Market approach 70
Table 17