1. Executive Summary 1
2. Introduction and Business Background 2
2.1. Business Overview 2
2.1.1. Name and logo of Business 4
2.1.2. Mission and Vision 4
2.1.3. Short-term and Long-term Goals 5
2.2. Business Model Canvas 6
2.2.1. Customer Segments 6
2.2.2. Value Proposition 7
2.2.3. Channels 7
2.2.4. Customer Relationship 8
2.2.5. Revenue Streams 9
2.2.6. Key Activities 9
2.2.7. Key Resources 10
2.2.8. Key Partners 11
2.2.9. Cost Structure 12
3. Situation Analysis 13
3.1. Industry Structure 13
3.2. Internal Analysis (SWOT Analysis) 16
3.2.1. Strengths of Business 16
3.2.2. Weaknesses of Business 17
3.2.3. Opportunities of Business 17
3.2.4. Threats of Business 18
3.3. External Analysis 18
3.3.1. Porter’s Five Forces Analysis 19
3.3.2. Market Environment Analysis 21
3.4. Key Success Factor 28
4. Market Research 30
4.1. Market Research Objectives 30
4.2. Market Research Method and Boundary 30
4.2.1. Market Research on Thai Students 30
4.2.2. Market Research on Private Universities 39
4.2.3. Market Research Conclusion 42
5. Marketing Plan 44
5.1. Market Segmentation 44
5.2. Market Targeting 45
5.3. Brand Positioning 46
5.4. Marketing Mix Strategy 47
5.4.1. Product 47
5.4.2. Price 50
5.4.3. Place 52
5.4.4. Promotion 52
6. Operational Plan 56
6.1. Social Media and Website Operation 56
6.1.1. Facebook/Twitter/Instagram 56
6.1.2. YouTube 57
6.1.3. Line 58
6.1.4. Website 58
6.2. Partner Selection 58
6.2.1. Private University Partners 58
6.2.2. Chinese Language Center in Taiwan 59
6.2.3. Tutoring School in Thailand 59
6.3. Educational Consulting Service Operation 60
6.4. Customer Relationship and After Service Operation 61
7. Organizational Management 63
7.1. Organization Structure 63
7.2. Roles and Responsibilities 63
7.2.1. President/Chief Executive Officer 64
7.2.2. SEO and Marketing Team 64
7.2.3. Business Development Team 66
7.2.4. Customer Service Team 68
7.2.5. Financial and Admin Team 69
7.3. Compensation and Benefits 70
7.4. Training Method 72
7.4.1. Internal Knowledge Sharing 72
7.4.2. On the Job Training 72
8. Financial Plan 74
8.1. Assumptions 74
8.1.1. Capital Investment 74
8.1.2. Revenue Forecast 74
8.1.3. Operating Expenses 76
8.2. Forecasted Income Statement 77
8.3. Break-even Forecast 79
8.4. Scenario Analysis 81
8.4.1. Best Case 81
8.4.2. Worst Case 81
9. Future Initiatives 82
9.1. Business Expansion 82
9.1.1. Educational Consulting Service Expansion in Asia 82
9.1.2. Educational Consulting Service Expansion in Other Continentals 83
9.1.3. New Supply Chain 83
9.2. Side Businesses 84
9.2.1. Accommodation Sourcing Agency 84
9.2.2. Event Organizer 85
9.2.3. Headhunter 85
9.2.4. Chinese Language Tutoring School 85
10. Conclusion 86
11. Reference 87