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研究生： 唐藝萍
Tang, I-Ping Elisa
論文名稱： 愛揪國際學生活動企劃公司商業計劃書
Business Plan of EduVersity: A Global Student Service and Event Company
指導教授： 蔡政憲
Tsai, Cheng-Hsien (Jason)
口試委員: 吳文傑
Wu, Wen-Chieh (Jack)
黃孝慈
Huang, Erin
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2023
畢業學年度： 112
語文別： 英文
論文頁數： 77
外文關鍵詞： cross-cultural transition, educational tourists
相關次數： 點閱：46  下載：0 
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    • This business plan introduces EduVersity, a specialized event and student service company designed to address the socio-cultural adaptation needs of international students in Taiwan. Our main focus is on providing essential services and resources, including language skills, social events, and organized tours, aimed at fostering a sense of community among international students.

    Through a comprehensive market analysis utilizing both secondary and primary data, EduVersity identifies their key challenges as loneliness, isolation, and language barriers. The business opportunity lies in addressing these challenges, positioning EduVersity as the pragmatic choice for international students who are also known as educational tourists. The overarching goal is to enhance their non-academic experience, assist universities in elevating overall institutional quality, and furthermore taking part in civil diplomacy.

    Recognizing the pivotal role of socio-cultural adaptation in academic success, EduVersity places a strong emphasis on providing emotional value, acknowledging its substantial impact on student satisfaction. The company envisions replicating its successful model in other key Asian study destinations and the following report serves the purpose of presenting a business plan tailored for our pilot destination, Taiwan. Financial assessments indicate that it can reach a break-even point with a 13% market share. In the second year, positive income is anticipated, along with an expected return on equity of 17.51%, contingent upon the goal of attaining a 30% market share by the fifth year.

    1. Company Overview 1
    1.1. Goal of the Business 1
    1.2. Mission 1
    1.3. Vision 2

    2. Market Analysis 3
    2.1. Background 3
    2.2. Market Insight: Students 4
    2.3. Market Insight: Universities 6
    2.4. Market Insight: Host Nation 6
    2.5. Problem Statement 7

    3. Market Research 9
    3.1. Methodology 9
    3.2. Research Result 10
    3.2.1. Interview Insight of Higher Education Institution 10
    3.2.2. Survey Result from International Students 15
    3.2.3. Interview Insight of International Students 20

    4. Business Model Canvas 23
    4.1. Key Partners 23
    4.2. Key Activities 24
    4.3. Value Proposition 25
    4.4. Channels 26
    4.5. Customer Relationships 26
    4.6. Revenue Stream 27
    4.7. Cost Structure 28

    5. Porter’s Five Forces 30
    5.1. Competition in the Industry 30
    5.2. Potential of New Entrants into the Industry 30
    5.3. Power of Suppliers 30
    5.4. Power of Customers 30
    5.5. Threats of Substitute Products 31

    6. Marketing Plan 32
    6.1. STP Model 32
    6.1.1. Segmentation 32
    6.1.2. Targeting 32
    6.1.3. Positioning 32
    6.2. Marketing Mix Strategy 34
    6.2.1. Product 34
    6.2.2. Price 36
    6.2.3. Promotion 37

    7. Management Team 39
    7.1. Organizational Structure 39
    7.2. Roles and Responsibilities 39
    7.3. Compensation and Benefit 40

    8. Market Analysis 42
    8.1. Market Size 42
    8.2. Conversion Rate to Service Assumption 44

    9. Financial Planning Assumptions 46
    9.1. Revenue 46
    9.2. Cost of Sales 46
    9.3. Operating Expenses 46
    9.4. Capital Investment and Weighted Average Cost of Capital 48

    10. Financial Projection 50
    10.1. Net Present Value Analysis 50
    10.2. Sensitivity Analysis 51
    10.3. Break-even Analysis 54
    11. Strategic Summary 55
    11.1. Limitation and Future Research 57

    Reference 58
    Appendix 61
    List of Abbreviations 77

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