XLESSON TUTORING SCHOOL Business Plan By Calvin / 03PAW / 1501187943

English for Written Business Communication BiNus University 2012

List of Contents 1. Executive Summary................................................................................................................ 3 1.1. Objective ................................................................................................................................... 3 1.2. Mission ...................................................................................................................................... 4 1.3. Keys to Success ......................................................................................................................... 4 2. Company Summary ................................................................................................................ 4 2.1. Company Ownership ................................................................................................................. 5 2.2. Start-Up Summary ..................................................................................................................... 5 2.3. Company Location and Facilities ............................................................................................... 6 3. Products and Services ............................................................................................................ 9 4. Market Analysis Summary .................................................................................................... 11 4.1. Market Segmentation ............................................................................................................. 11 4.2. Target Market Segment Strategy ............................................................................................ 11 4.2.1. Market Needs ............................................................................................................. 11 4.3. Service Business Analysis ........................................................................................................ 11 4.3.1. Main Competitor ........................................................................................................ 12 5. Strategy and Implementation Summary ............................................................................... 13 5.1. Competitive Edge .................................................................................................................... 13 5.2. Marketing Strategy .................................................................................................................. 13 5.3. Sales Strategy .......................................................................................................................... 14 5.4. Sales Forecast .......................................................................................................................... 14 5.5. Sales Programs ........................................................................................................................ 16 6. Management Summary ........................................................................................................ 16 7. Financial Plan....................................................................................................................... 17 APPENDIX ............................................................................................................................ 19

Executive Summary School is the most important source of education that young generation needed. School teaches children basic knowledge of what they need to do before entering the real world when they have become an adult. All elementary to high schools in Indonesia basically cover almost all of different prerequisites of doing a job: arts, morals, religion, science, social science, language, and some other subjects. But these schools often proved to be not so effective, because of the teachers method of teaching that is not suitable to some of the students, or too many students in a class that made the teachers cant personally know each students strength and weak points in studying. XLesson Tutoring Service provides additional points to counter up the weakness of the ordinary schools. The tutoring service is made to complement daily school learning from the school to make sure that each of the students comprehends completely about the subject they are taught. XLesson moves in limited subjects of Mathematics, Natural Science (includes Biology, Chemistry, and Physics), Economy, and Language (includes English, Indonesian, Mandarin Chinese, and French). XLesson also provides Moral Improvement Outing, an event that will be acted out about once in 2 months, to invite all students enrolled in our program some moral lessons and how to work in teams, by doing it in outdoor games and tasks that challenge more of their moral values and leadership. Calvin Tjahjadi and Anton Purnama Sutanto will act as co-founders and co-partners in XLesson Tutoring Service. They have been experts in their own educational subjects, and majoring on it. Calvin and Anton both majored from Mathematics and Computer Science in 2016, and gathered enough skill and knowledge in many Science subjects throughout their education life.

Rp16,000,000 Rp14,000,000 Rp12,000,000 Rp10,000,000 Rp8,000,000 Rp6,000,000 Rp4,000,000 Rp2,000,000 Rp0 1st 2nd 3rd 4th 5th 6th month month month month month month gross income expenses profit

1.1. Objectives Key objectives of XLesson tutoring service in the first semester are as follows: Complete comprehension of subjects taught in both school class and in XLesson class. Provide a warm and fun learning community within the community of teachers and students. 3

Provide extra educational, moral, and leadership lessons that the students wouldnt get from a basic school. Provide a tutoring service that is financially reasonable for all family backgrounds of students. Enrolling 25-50 students by the end of first semester. Reaching a gross profit of Rp89,950,000,- by the end of first semester.

1.2 Mission XLesson wants all students enrolled to be well-educated in knowledge, manner, and leadership skills, as those things would be very important through their adult life. XLesson wants all students to feel accepted, as a second family who they can share things with, without being judged not smart enough. We also want our students to be not just be a smart people, but also filled with passion and moral values that we believe will support their growth for their each own personal future and occupations they pursue. We also want them to not be limited by financial background with our program of Cross Fund, where the more wealthier families can help the other not-so-lucky ones; and Student-TeachStudent program, where the top ranked students of our previous generation that have enrolled in our service will have the chance to teach their junior fellows for some experience and leadership training. Last but not least, XLesson wants each student to enjoy their learning activities without worrying their grades. 1.3 Keys to Success Success of this extra lessons tutoring service will be dependent on: Persistent, curious, and cooperative students. Exceptional quality of the lecturers. Cost-efficient and technology-driven management. Updated information on the subjects. Cooperation of financial, administration, and children care from parents.

Company Summary The XLesson Tutoring Service was registered jointly in the names of Calvin and Anton Purnama Sutanto several years ago. In roughly 50 students enrolled in this tutoring service at Rp. 700.000,-/week cost which includes materials in either hard copy or soft copy. The ongoing renovation of the facility makes it possible for the numbers of students to increase. Lessons will be given for a total X hours a week. There will be about 5-7 students in one class of a subject, so students can expect the best personal learning experience given from the expert teachers. The service will open at 3 PM and close at 9 PM, to give the students a time to come after the school. In weekends there will not be any class, except for special Outing Program that takes students going on a training trip that will give them opportunity to learn the soft skills of leadership, teamwork, and moral. 4

2.1 Company Ownership The XLesson is registered jointly under the names of Calvin and Anton Purnama Sutanto. Earnings are taxed according to the personal tax rate schedule. Calvin graduated from Canisius College High School in 2011, and later from Bina Nusantara University with a double major of Mathematics and Computer Science in 2016. He was one of the best graduates that he was given the awards of Summa Cum Laude, and was offered a position to be one of the lecturers in the university. He also joined the Mentoring program from 2012 in the university, where he taught his juniors about subjects that he was maintaining his straight-A scores in them. Calvin also won several Science competitions, such as National Science Olympiad in Mathematics, in year 2011. Anton Purnama Sutanto graduated from Penabur International High School and attended Binus University, School of Computer Science. He has a good reputation in teaching, specializing in Mathematics. He has taught a lot of students for preparing their A-level exams and most of them got a high reputable mark. He is now presently teaching in Penabur International High School as a math teacher and Binus University as a lecturer, teaching Calculus I,II, and III.

2.2 Start-up Summary Our planned expenses for our first full year are shown in the following chart and table. Start-up Requirements Start-up Expenses Stationary,etc Brochures Photocopying Machine Computer Total Expenses Start-up Assets Cash Required Start-up Inventory Long-term Assets Total Assets Total Requirements

Rp10,000,000.00 Rp1,500,000.00 Rp15,000,000.00 Rp3,000,000.00 Rp29,500,000.00

Rp0.00 Rp0.00 Rp35,000,000.00 Rp35,000,000.00 Rp64,500,000.00

Expense Rp29,500,000.00 Assets Rp35,000,000.00 Requirement Rp64,500,000.00

Rp70,000,000.00 Rp60,000,000.00 Rp50,000,000.00 Rp40,000,000.00 Rp30,000,000.00 Rp20,000,000.00 Rp10,000,000.00 Rp0.00 Expense Assets Requirement

2.3 Company Locations and Facilities The XLesson is located in Bumi Serpong Damai, an area just outside of the Jakarta, one of the most busiest city in Indonesia; so therefore, the tutoring service will not get the noise from the busy streets. The XLesson will be built on a 2-story building, and it has the area of about 200m square. The facilities that it has are supplied by its owner, Anton and Calvin, at a monthly rate of Rp 2,500,000. Electricity runs about Rp 1,500,000/month, and water expense of about Rp 250,000. Current plans are to give some facilities like internet connection, some air cons and renovate some rooms, so students feel comfortable while theyre studying here.

Location

Building and Classroom

Products and Services The XLessons primary focus is on offering math and science classes. We will tailor our classes by market segment and time of day, providing instructional opportunities during the morning and mid-day, after school sessions, and evening classes. In the morning and mid-day, we will only receive students who need help doing their homework or emergency times such as a sudden test. After-school sessions and evening classes will be like the school class, where subjects are taught, exercises will be given, and new and more effective methods will enlighten the students mind. Here are the examples of our teachers-to-be, teaching in the class:

Here are the sample exercise questions : 1. ( )

a. b. c. d. e.

( ( ( ( (

)( )( )( )( )( )

) ) )

Pembahasan/Solution : ( = =
(

) ))
( )

( (
)

( (

))

= = =
(

( ( ) ( )( ) ( ( )( )( ) )( ) ) ) )

=(

(B)

Jawaban/Answer : B 2. a. b. c. d. e. Pembahasan/Solution : =

=(4-2) + * + =2+( = (A) Jawaban/Answer : A )

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Market Analysis Summary XLesson is a place for students who have some difficulties in their school and also for students who want to have some challenges if they feel schools subjects are easy for them. Thats why XLesson welcome for every student, from elementary to senior high to come and study with us after they finish their school hours.

4.1 Market Segmentation School Grades Elementary School Junior High School Senior High School Total Time Slot 14.00 18.00; Mon-Fri 15.00 20.00; Mon-Sat 16.00 21.00; Mon-Sat 14.00 21.00; Mon-Sat Number of Students 10 25 15 50

The table above is only a prediction made by us, so well welcome every student who wants to study with us.

4.2 Target Market Segment Strategy Our ultimate goal is to make a really productive and effective time to study for students and weve made a decision that well start after students finished their school. About the price, well make a consideration due to the difficulty level on students school. 4.2.1 Market Needs Students in Indonesia really need some qualified teachers that are guaranteed in quality these days. Especially in Serpong area where schools are seldom found and most of the high schools and tutoring schools in Jakarta are located far from the area.

4.3 Service Business Analysis XLesson gives some choices of study to students: 1. Private lesson (to study more effective and conducive). 2. Group study. 11

3. Exam Preparation ( to give some preparations to students who want to take an exam). 4. Competition Preparation (prepare those who want to have a challenge by joining some competitions).

4.3.1

Main Competitor KUMON Kumon Math is a math program designed to help students from kindergarten to teens, for them to improve their Math and English skills. Rather than being a tutoring program, Kumon math is designed to be a self-taught program, where the student works through a series of worksheets, each one getting progressively harder. One of the features of Kumon math is that the student cannot move up to the next set of worksheets until they have completely mastered the level that they are on. This means that not only can they complete the worksheets accurately, but they have to complete them in a certain "standard completion time" so that the instructor knows that they really, really understand what they are learning. On joining Kumon each student is given a test and the results of this test show the teacher where the student should start from in the Kumon program. One of the unique features of Kumon is that students do not study according to their age or grade level. Instead they progress at their own pace moving through the levels as they fully master them. Several advantages to the Kumon Program, they are as follows: 1. Every child works at their own pace. This means that the child never gets left behind or held back by their peers. They get as little or as much time as they need to master each topic. 2. Kumon works by repetition. Unlike much schooling these days Kumon uses an old fashioned method of simply going over and over reinforcing things until the child really understands them. 3. Every day the children will be having something like a test. This is because not only is the work marked for accuracy each day, it is also timed. Each booklet had a standard completion time that the child needs to complete the work in to move on to the next stage. This helps to show whether the child is really proficient in a subject or still getting to grips with it. 4. The workbooks are fairly short, but they are done on a daily basis. This helps the child to focus, without getting too bored. On average Kumon should take about 1020 minutes a day.

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5. All of the children that study Kumon improved their grades enormously. Maths becomes their favorite subject because they no longer fear it. 6. As it is a self-taught program the students learn independent study and to be selfdisciplined. 7. It is much cheaper than hiring a daily math tutor, but work is completed daily. 8. The Kumon math program has been developed over many years to be as effective as possible. It is constantly revamped and rewritten to make sure that it is as effective as possible. Disadvantages Of The Kumon Program : 1. It is repetitive. Whilst this means that the students REALLY learn their math, it also means that they can sometimes get sick of doing the same booklet over and over again. 2. It can be expensive. Although Kumon costs less than getting a math tutor, it is still quite costly. There are cheaper options such as the Kumon Workbooks Online. 3. You do not get an actual one-on-one tutor every day. Although the workbooks are designed to be self-explanatory, they are not always. 4. You are required to mark the work each day. The Kumon centre provides you with an answer book, but the parent or guardian needs to check the answers in this book.

Strategy and Implementation Summary 5.1 Competitive Edge There are many aspects why XLesson is a good place for student to develop their knowledge and also personalities, a few are some of the aspects: 1. 2. 3. 4. 5. 6. 7. 8. Fresh graduated or highly qualified, and highly communicable teachers. Affordable price. Flexible schedule. Reachable place. Complete facilities. Up-to-date subject materials. Personal student-oriented learning experience. Moral and value implementation.

5.2 Marketing Strategy When comparing the market segment table below with our available capacity.

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Market Group Elementary School Junior High Senior High

Time Slot 14.00-18.00 15.00-20.00 16.00-21.00

Capacity 10 25 15

Instruction Hours 4 5 5

It is really obvious that we will focus on teaching students from Junior High and Senior High since at those grades; students have some difficulties in their school.

5.3 Sales Strategy The XLesson has no sales force outside of its owners, Calvin and Anton, who will deals directly with interested customers created by actions of the marketing strategy. Many of the initial contacts will come via telephone inquiries responding to the offer of a free lesson. Whoever takes the call should know the basics of this service, ask them for their brief profile, and of course, persuade them to continue on the lesson. A conscious decision also needs to be made concerning which teacher the caller is likely to relate to. If a caller does not come in for the offered free lesson, a follow-up call should be made by one of the owners. There is a direct relationship between the number of free lessons given and the number of people who will sign up. Directly upon completion of the free lesson, a non-coercive effort should be made to effect a signup. If the person does not sign up, a follow-up call should be made. If Anton gave the free lesson, Calvin should make the follow-up call. It could be that the potential customer will respond better to the other teacher.

5.4 Sales Forecast month month 1 month 2 month 3 month 4 month 5 month 6 month 7 month 8 month 9 elementary Rp2,000,000.00 Rp2,800,000.00 Rp2,800,000.00 Rp2,800,000.00 Rp2,800,000.00 Rp3,500,000.00 Rp3,500,000.00 Rp3,500,000.00 Rp3,500,000.00 junior high senior high school total Rp4,000,000.00 Rp5,500,000.00 Rp11,500,000.00 Rp5,000,000.00 Rp6,500,000.00 Rp14,300,000.00 Rp5,000,000.00 Rp6,500,000.00 Rp14,300,000.00 Rp5,000,000.00 Rp6,500,000.00 Rp14,300,000.00 Rp5,000,000.00 Rp6,500,000.00 Rp14,300,000.00 Rp5,000,000.00 Rp6,500,000.00 Rp15,000,000.00 Rp5,000,000.00 Rp6,500,000.00 Rp15,000,000.00 Rp6,000,000.00 Rp6,500,000.00 Rp16,000,000.00 Rp6,000,000.00 Rp8,000,000.00 Rp17,500,000.00 14

month 10 month 11 month 12

Rp3,500,000.00 Rp6,000,000.00 Rp3,500,000.00 Rp6,000,000.00 Rp4,200,000.00 Rp6,000,000.00

Rp8,000,000.00 Rp8,000,000.00 Rp8,000,000.00

Rp17,500,000.00 Rp17,500,000.00 Rp18,200,000.00

Rp40,000,000.00 Rp35,000,000.00 Rp30,000,000.00 Rp25,000,000.00 Rp20,000,000.00 Rp15,000,000.00 Rp10,000,000.00 Rp5,000,000.00 Rp0.00 1 2 3 4 5 6 7 8 9 10 11 12 total senior high school junior high elementary

Elementary Junior High Senior High Total

Year 1 Year 2 Year 3 Rp38,400,000.00 Rp42,500,000.00 Rp50,000,000.00 Rp64,000,000.00 Rp75,000,000.00 Rp85,000,000.00 Rp77,500,000.00 Rp85,000,000.00 Rp100,000,000.00 Rp179,900,000.00 Rp202,500,000.00 Rp235,000,000.00

Rp250,000,000.00 Rp200,000,000.00 Rp150,000,000.00 Series1 Rp100,000,000.00 Rp50,000,000.00 Rp0.00 Series2 Series3

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5.5 Sales Programs Classes will be offered in many time slots throughout the afternoon and evening. During the morning and/or school timeslot and/or weekends, there wont be any formal classes, but the service will remain open for the students who want to ask questions regarding their homework, soon or past tests, or just-taught materials that students didnt understand.

Management Summary The XLesson is owned and operated by Calvin and Anton Purnama Soetanto. There are plans to hire some employees, including teachers, receptionist and administrative staff, and security. Initially, Calvin will provide the bulk of instruction. Anton is currently employed at the other tutoring service, and as XLesson's co-founder and main teacher, he intends to leave it to concentrate fully on XLesson. Calvin and Anton will take minimal salaries during this start-up period to ensure adequate cash flow and cash balance. Year 1 Year 2 Year 3 Rp20,000,000.00 Rp22,500,000.00 Rp27,000,000.00 Rp20,000,000.00 Rp22,500,000.00 Rp27,000,000.00 Rp12,000,000.00 Rp15,000,000.00 Rp18,000,000.00 Rp70,000,000.00 Rp80,000,000.00 Rp90,000,000.00 Rp12,000,000.00 Rp15,000,000.00 Rp15,000,000.00 Rp134,000,000.00 Rp155,000,000.00 Rp177,000,000.00

Calvin Anton Receptionist Teachers Security TOTAL PAYROLL

Financial Plan Start-up Requirements Start-up Expenses Stationary,etc Brochures Photocopying Machine Computer Total Expenses Start-up Assets 16

Rp10,000,000.00 Rp1,500,000.00 Rp15,000,000.00 Rp3,000,000.00 Rp29,500,000.00

Cash Required Start-up Inventory Long-term Assets Total Assets Total Requirements

Rp0.00 Rp0.00 Rp35,000,000.00 Rp35,000,000.00 Rp64,500,000.00

Expense Rp29,500,000.00 Assets Rp35,000,000.00 Requirement Rp64,500,000.00

Rp40,000,000.00 Rp35,000,000.00 Rp30,000,000.00 Rp25,000,000.00 Rp20,000,000.00 Rp15,000,000.00 Rp10,000,000.00 Rp5,000,000.00 Rp0.00 1 2 3 4 5 6 7 8 9 10 11 12 total senior high school junior high elementary

Elementary Junior High Senior High Total

Year 1 Year 2 Year 3 Rp38,400,000.00 Rp42,500,000.00 Rp50,000,000.00 Rp64,000,000.00 Rp75,000,000.00 Rp85,000,000.00 Rp77,500,000.00 Rp85,000,000.00 Rp100,000,000.00 Rp179,900,000.00 Rp202,500,000.00 Rp235,000,000.00

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Rp250,000,000.00 Rp200,000,000.00 Rp150,000,000.00 Series1 Rp100,000,000.00 Rp50,000,000.00 Rp0.00 Series2 Series3

PAYROLL Calvin Anton Receptionist Teachers Security TOTAL PAYROLL

Year 1 Year 2 Year 3 Rp10,000,000.00 Rp22,500,000.00 Rp27,000,000.00 Rp10,000,000.00 Rp22,500,000.00 Rp27,000,000.00 Rp12,000,000.00 Rp15,000,000.00 Rp18,000,000.00 Rp70,000,000.00 Rp80,000,000.00 Rp90,000,000.00 Rp12,000,000.00 Rp15,000,000.00 Rp15,000,000.00 Rp114,000,000.00 Rp155,000,000.00 Rp177,000,000.00

Income - Sales Expense - Payroll Expense - Basic Necessities and Requirements Expected Clean Profit

Year 1 Year 2 Year 3 Rp179,900,000.00 Rp202,500,000.00 Rp235,000,000.00 Rp114,000,000.00 Rp155,000,000.00 Rp177,000,000.00

Rp64,500,000.00 Rp1,400,000.00

Rp5,000,000.00 Rp42,500,000.00

Rp6,250,000.00 Rp51,750,000.00

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Appendix Sales Forecast

Rp70,000,000.00 Rp60,000,000.00 Rp50,000,000.00 Rp40,000,000.00 Rp30,000,000.00 Rp20,000,000.00 Rp10,000,000.00 Rp0.00 Expense Assets Requirement

Sales month 1 month 2 month 3 month 4 month 5 month 6 month 7 month 8 month 9 month 10 month 11 month 12

elementary junior high senior high school total Rp2,000,000.00 Rp4,000,000.00 Rp5,500,000.00 Rp11,500,000.00 Rp2,800,000.00 Rp5,000,000.00 Rp6,500,000.00 Rp14,300,000.00 Rp2,800,000.00 Rp5,000,000.00 Rp6,500,000.00 Rp14,300,000.00 Rp2,800,000.00 Rp5,000,000.00 Rp6,500,000.00 Rp14,300,000.00 Rp2,800,000.00 Rp5,000,000.00 Rp6,500,000.00 Rp14,300,000.00 Rp3,500,000.00 Rp5,000,000.00 Rp6,500,000.00 Rp15,000,000.00 Rp3,500,000.00 Rp5,000,000.00 Rp6,500,000.00 Rp15,000,000.00 Rp3,500,000.00 Rp6,000,000.00 Rp6,500,000.00 Rp16,000,000.00 Rp3,500,000.00 Rp6,000,000.00 Rp8,000,000.00 Rp17,500,000.00 Rp3,500,000.00 Rp6,000,000.00 Rp8,000,000.00 Rp17,500,000.00 Rp3,500,000.00 Rp6,000,000.00 Rp8,000,000.00 Rp17,500,000.00 Rp4,200,000.00 Rp6,000,000.00 Rp8,000,000.00 Rp18,200,000.00

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