Explorance final paper

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Explorance final paper

  1. 1. Strategic Marketing Planning ProjecteXplorance Inc.Global Enterprise Feedback Management Systems: Targeting a New Market SegmentMarketing PlanningMRKT 357, Section 01Professor Ron DuerksenFORCE AGENCYMarketing SolutionsJessica Galarneau, 260378193Christine Laberge, 260373309Rebecca Shusterman, 260366256
  2. 2. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceFriday, December 7th, 2012.For M. Saab, CEO of eXplorance,First and foremost, on the behalf of the Force Agency team, we would like to thank you forgiving us the opportunity of extending our knowledge to your field. We are very delighted thatyou have trusted our expertise and experience in this new venture. Moreover, we would like tothank you for being very collaborative with us throughout the semester; your help and guidancehas been very helpful and has enabled us to provide you with better marketing strategies.As stated in the project description, the objectives of this marketing plan were to research theNorth-American K-12 market and to develop a precise marketing plan. The following report willevaluate the true opportunities of expanding the company’s offerings to this niche. It will alsorelate the segmentation of the said market and detail the competitions’ products. Packaging andpricing suggestions will be elaborated as the current offerings need to be adapted to potentialclients in the K-12 segments. Finally, we will recommend specific actions and strategies that willneed to be undertaken in order to successfully penetrate areas where our Agency believes yourservices will be demanded.We hope that this marketing plan will help you in reaching out to new markets and expandingyour already successful company.Regards, Jessica Galarneau, Christine Laberge and Rebecca Shusterman 2
  3. 3. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceTable of ContentsForce Agency ................................................................................................................................................ 5Our Client ..................................................................................................................................................... 5Competitor Analysis ...................................................................................................................................... 5 Scantron ................................................................................................................................................ 5 Qualtrics ............................................................................................................................................... 6 Other ..................................................................................................................................................... 6Market Research ........................................................................................................................................... 7 Initial analysis ....................................................................................................................................... 7 Public, Private, or Independent? .......................................................................................................... 7 Elementary versus Secondary Education .............................................................................................. 8 Establishing if there is a need ............................................................................................................... 8Place .............................................................................................................................................................. 9Product .......................................................................................................................................................... 9Price .............................................................................................................................................................. 9 Alternatives ......................................................................................................................................... 10Promotion ................................................................................................................................................... 11 Phase 1: Raise awareness through sponsorship ................................................................................. 11 Technology Summit ................................................................................................................................ 11 Ontario Catholic School Trustees’ Association ....................................................................................... 12 Canadian Association of Independent Schools ....................................................................................... 12 Phase 2: ............................................................................................................................................... 14 Phase 3: Advising the school for Implementation .............................................................................. 15Future Recommendations .......................................................................................................................... 15Conclusion ................................................................................................................................................... 17References .................................................................................................................................................. 17Appendix 1 .................................................................................................................................................. 20Appendix 2 .................................................................................................................................................. 22Appendix 3 .................................................................................................................................................. 23Appendix 4 .................................................................................................................................................. 24Appendix 5 .................................................................................................................................................. 25Appendix 6 .................................................................................................................................................. 25 3
  4. 4. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceAppendix 7 .................................................................................................................................................. 26Appendix 8 .................................................................................................................................................. 26Appendix 9 .................................................................................................................................................. 29Appendix 10 ................................................................................................................................................ 31Appendix 11 ................................................................................................................................................ 33Appendix 12 ................................................................................................................................................ 35Appendix 13 ................................................................................................................................................ 36Appendix 14 ................................................................................................................................................ 39Appendix 15 ................................................................................................................................................ 39Appendix 16 ................................................................................................................................................ 41Appendix 17 ................................................................................................................................................ 43Appendix 18 ................................................................................................................................................ 43Appendix 19 ................................................................................................................................................ 43Appendix 20 ................................................................................................................................................ 47Appendix 21 ................................................................................................................................................ 49Appendix 22 ................................................................................................................................................ 50Appendix 23 ................................................................................................................................................ 52Appendix 24 ................................................................................................................................................ 52Appendix 25 ................................................................................................................................................ 54 4
  5. 5. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceForce Agency Force Agency is a marketing consulting firm based in Montreal. Our mission at ForceAgency is to be “committed to providing goal driven marketing consulting to small and mediumsized businesses in a variety of industries by offering innovative solutions, unmatched expertise,and a creative team”.Our Client eXplorance is a Montreal-based IT firm that was founded in 2003 (eXplorance, 2012).The company has developed an expertise in Web-enabled software for enterprise-class feedbackmanagement processes. In its nine years of business, they have quickly grown by creating a largeclientele globally. As part of their quest to reach out to new markets, eXplorance has requestedthat we investigate the North American K-12 market. According to M. Saab, eXplorance’s CEO,very few of the industry players have entered educational systems other than colleges anduniversities. This report will establish a concrete marketing plan for eXplorance with a tentativebudget of $250,000, as specified by M.Saab. This will increase the firm’s knowledge aboutpotential opportunities offered in this large market and help them decide on their futuremarketing strategies.Competitor Analysis eXplorance has a large range of competitors within a variety of industries. As previouslystated, their clientele is primarily made up of institutions providing higher education, thus theirmain competitors are companies offering survey and course evaluation software systems.Scantron When entering the K-12 market, Scantron will be eXplorance’s fiercest competitor. 5
  6. 6. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceScantron provides assessments and survey systems to measure and improve effectiveness oforganizations. The company has penetrated the primary and secondary school market, with animpressive 80 percent of schools in the United States using Scantron products (Scantron, 2009).However, the majority of these products do not directly compete with Blue/Evaluations andBlue/Surveys and their enterprise level feedback systems. Scantron’s products are structured to give insight into students’ aptitudes and academicsuccess, rather than providing educational feedback. The company’s products range focus onstudents’ achievement, based on learning objectives and educational goals outlined by teachers,schools and school boards, and province or state standards. Product features enable users toidentify the student’s progress, or the progress of a distinct population of students. Scantron hasadapted its products to suit the K-12 market by creating district-wide assessments and solutionsthereby catering to school boards in the public school market.Qualtrics Qualtrics software provides online research, data collection, and analysis for a variety ofsurveys and evaluations. The company’s objective is to make sophisticated research simple foranyone to conduct. Qualtrics has a strong customer base, composed of many high profilecorporations. Although the company lacks the advanced technology and integration ofeXplorance’s system, institutions who are looking for a customizable survey option can adoptQualtrics for a fraction of the cost, at $1,500 per year for up to 4,000 respondents. Furthermore,the training and adoption process is much more comprehensive.Other Another online competitor, Survey Monkey, allows customers to easily create surveysand questionnaires to be distributed to a wide audience. It is another low cost option, appealingprimarily to individuals or small organizations. 6
  7. 7. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXplorance Finally, a threat in the K-12 market may be in-house surveys and evaluations devised byindividual schools. Many primary and secondary schools may not have the available fundsneeded to hire an external company to formulate and review class evaluations, and have alreadyinvested resources into creating their own survey system.Market ResearchInitial analysis At the beginning of our analysis, we narrowed our market research to the Quebecprovince for proximity reasons. Our first endeavour led us to conduct a short survey throughphone conversations with high schools from the greater Montreal area (Appendix 1). Althoughonly a small sample was surveyed, we concluded that most of Quebec’s schools do not operatean enterprise-feedback system. Furthermore, the general cost of education is very low in thisprovince compared to the rest of Canada. Public schools are entirely subsidized, while privateinstitutions are partially supported by the government. As a result, tuition fees are very lowwhich leads us to believe that this province might not be the ideal place to start a new marketpenetration for eXplorance products. After communicating with our client, we redirected our marketing plan towards theOntario province. The main focus of our research will be concentrated on this province but ourrecommendations will also apply to the rest of Canada and the United States. The Ontario K-12market will instead be analyzed for its demand for enterprise feedback management processesand a plan will be made to target this market.Public, Private, or Independent? Before establishing the foundations of our marketing plan, our Agency investigated theOntario educational system and found that three types of schools existed. Just like Quebec,public schools are fully supported by governments and private schools can be partially funded. 7
  8. 8. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceHowever, Ontario also has various Independent schools that are mostly entirely self-funded.Needless to say, these institutions charge substantial tuition fees to their students and mainlytarget children whose parents have high disposable income. We strongly believe that theseschools should be the primary focus of this market penetration along with private high schoolsthat represent a good market potential as well.Elementary versus Secondary Education Although a reasonable amount of independent and private schools offer elementaryeducation, Force Agency has concentrated their efforts on researching the feasibility of thesecondary sector. It is more beneficial for eXplorance to approach secondary schools firstfollowed by elementary institutions. This is because some elementary students will not betechnologically competent to use these surveys and evaluations. Although this system can beused with other respondents other than students, schools that can use all of the functions willhave more demand for the product. Furthermore, since high schools are closer to university level,they will likely be willing to pay more to prepare their students for higher education.Establishing if there is a need Force Agency’s exploratory data found that many parents and students would like toevaluate different aspects of their school such as the teachers, courses, the school itself, and givegeneral comments and suggestions (Appendix 5). As well, 42% of respondents stated that theychose the school based on the reputation (Appendix 6). Thus if eXplorance delivers a productthat can increase the reputation of the school, this can be a significant competitive advantage forthese institutions. It was also found that many of the respondents did not have many ways tocommunicate to their school, other than parent-teacher meetings and a few stating parent-boardmeetings and satisfaction surveys (Appendix 7). Again, this finding is particularly good aseXplorance’s services provide communication and feedback solutions. 8
  9. 9. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXplorancePlace As a first penetration step, Force Agency recommends targeting schools in the GreaterToronto Area (GTA), as they have the largest amount of private and independent schools (135total) (Appendix 2a and 2b). Within the GTA, the distribution was further segmented by areas(Appendix 3a and 3b), demonstrating that Toronto has the largest market. The average tuitionrates for schools in Toronto are also higher (Appendix 4), specifically for independent schools.Based on this data, eXplorance should mainly focus on independent schools in Toronto, as theseinstitutions benefit from larger revenues and are likely more competitive than the other groups ofschools in other locations.Product In this marketing penetration, Force Agency believes that only Blue/Evaluations andBlue/Surveys should be offered. Although Blue/Tests can be pushed to existing customers in thefuture, we do not recommend that it be part of the firm’s sales presentations and selling pitches.On the same note, Blue/Appraisals and Blue/360 do not formulate appropriate offerings for theK-12 market as levels of technology and financial resources are often very limited.Price In terms of pricing, there are several factors to consider: number of students, averagetuition fee, number of surveys/evaluations administered, number of administrators. All of theseelements need to be considered in order for eXplorance to be able to offer solutions customizedto the school’s needs. Furthermore, both perpetual and yearly pricing should be offered, as wellas pricing with the course evaluations and surveys as a bundle, and separately. For perpetual pricing, $10,000 is used as a base fee (comparable to eXplorance’s currentlicensing fees) and a certain percentage is used depending on the number of students and the 9
  10. 10. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXplorancetuition that the school charges (Appendix 8a for pricing examples). This can be explained by thefact that a higher amount of students will affect the quantity of surveys that are likelyadministered (i.e., the more classes, the more evaluations), whereas tuition rates will show theamount of income that the institution has (an assumption is made that a higher income will alsomean a higher disposable income). The perpetual pricing should be used as the primary pricingmethod in order to “lock in” the consumer after the first year. If, however, the schools would like to purchase based on yearly pricing, a percentage ofthe base fee will be derived from the perpetual pricing formula so that the license is amortizedover 60 months, but with higher payments in the beginning (Appendix 8b for pricing examples).Even though eXplorance will have higher license revenue with the yearly model, the revenuestream is not guaranteed as the schools or school boards may decide they do not want the productbefore the 5 years of amortization is over. This risk could be mitigated with contracts assessing aminimum partnership of 5 years with the schools that prefer this payment method.Alternatives If schools are reluctant to pay eXplorance’s large fees, there are two alternatives. Firstly,they could give a free trial for the first year, in order to increase trial, and thus future purchasesof the system. However, not all of the benefits of this system can be seen after 1 year, aslongitudinal analysis is one of the major benefits. Since not all of the benefits can be seen, if theschools do not want to use the system after the first year, this would be very expensive foreXplorance. This would cost between $1,000 for support and $9000-$35,000 for training andinstallation, per school. Because these schools are relatively small, this would likely be on thelower end, and therefore around $11,000. This leaves a total cost for the company of $12,000 perschool who receives a free yearly trial and an opportunity cost of around $20,000/school (usingthe perpetual model). 10
  11. 11. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXplorance As opposed to giving these schools a free 1 year trial, a discounted rate for the first fewyears could be used in order to increase trial. For example, as of now, the general cost for 3 yearsfor eXplorance is $14,000 ($11,000 for year 1, $1,000 for year 2 maintenance and $1,000 foryear 3 maintenance). If the company charges $8500 per year for 3 years, they will still make$11,500 profit over the 3 years. Furthermore, once these companies have used these products for3 years, the administrators that have used the system will be comfortable with it and they willlikely not want to switch. The student information will also be set up on their systems and itcould end up costing these schools more to switch than to pay eXplorance the regular price.Furthermore, after using the system for 3 years, they will be able to see the longitudinal benefitsof the system and will be more likely to continue using the product. The first option is not worth the cost, since the benefits of the product cannot be seenafter only one year. The normal perpetual pricing should instead be used for most consumers. If,however, the school is reluctant to pay the high price,the option of giving a discounted rate to theconsumer of around 10% for the first 3 years should be used(based on the yearly model since itis much less expensive the first year), then charging a regular yearly fee after 3 years.PromotionPhase 1: Raise awareness through sponsorshipTechnology Summit The 3rd annual Technology Summit is a two-day conference held on February 27-28,2013 in Toronto. Representatives from all over Canada come to the conference (Appendix 9),including individual schools and school boards. The sponsorship includes a 45-minute speakingplatform, where eXplorance can be the sole speaker to the audience and showcase the benefits ofthe system through an interactive demonstration (Appendix 10 for current itinerary)( 11
  12. 12. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceCarter,2012). Alongside the speaking platform, eXplorance would have a 10’ x 10’ exhibitdisplay on the tradeshow floor. The eXplorance logo will also be present on the conference’swebsite, with a direct link to the company’s website. In addition, the logo will be placed on allpromotional materials for the conference, in front of the registration desk and in the conferenceroom for attendees to see (Appendix 11 for more detailed information). This costs $9,995, plusthe fees for 2 representatives (Appendix 12a for costs), giving a total of around $11,921. Ofcourse, we acknowledge that attending this event in 2013 will be a very difficult task as it isapproaching very quickly.Ontario Catholic School Trustees’ Association The Ontario Catholic School Trustee’s Association offers many different sponsorshipopportunities. Last year, the conference attracted over 300 Catholic school board trustees, seniorstaff, clergy and politicians (Gazzolo,2013). Early Bird Special for these sponsorship packages isavailable until March 8, 2013. Force Agency suggests the “title sponsor” which is sponsoring anOCSTA AGM & Conference and Annual Dinner, happening on May 2nd and 4th, 2013 inToronto. This package includes superior signage, special mention during the conference anddinner, full-page ad and cover-page acknowledgement on the program, table top display option,2 tickets to the dinner, eXplorance’s logo and corporate identity on many of the OCSTAwebsites. This also includes a written profile which is distributed to many senior boardmembers. The event costs $6,000 to sponsor, thus giving a total cost (if 2 representatives were toattend) of $7,926 (Appendix 12a).Canadian Association of Independent Schools The Canadian Association of Independent Schools (CAIS) is a national network ofindependent schools supporting initiatives in leadership, education, and governance (CAIS,2012). CAIS strives for educational excellence and solicits corporate sponsors who will aid 12
  13. 13. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXplorancethem in their endeavor. Their corporate sponsorship program provides visibility for businessesand offers a flexible opportunity for business development. eXplorance should sponsor the CAIS event called the Annual Heads and ChairsConference on Oct.17-19,2013 in Vancouver, BC at The Westin Bayshore Hotel. Our agency isassuming that the cost to sponsor the event will be comparable to the same event that was heldthis year in Toronto. Within this event, the company should sponsor the “New Heads, BoardChairs, Mentors and CAIS Board Dinner” at the platinum level. The platinum level includesmany features such as a table in the Exhibit Hall, opportunity to speak 5-7 minutes at the dinner,have the company logo on the dinner menu and many more marketing opportunities (Appendix13 for more details). The cost to sponsor this event is $10,000. By adding other costs (assuming2 representatives fly to Vancouver), this will be a total cost of $12,500 (Appendix 12b). If thecompany has enough time to prepare, they should sponsor the reception dinner for the CAISLeadership Institute, hosted at Havergal College on March 6-7. This sponsorship is only at thesilver level of sponsorship and includes a table in the exhibit hall, eXplorance’s logo and websitein the Conference Program, the CAIS link on the eXplorance website and the name displayed ontheir pre-conference to prospective and registered attendees (Appendix 13 for details). The costfor this sponsorship is $2,500, with only one sponsor allowed. This gives a total cost ( for 2representatives) of $4,426 (Appendix 12a). Along with these sponsors, if two of the Canadian Accredited Independent Schools(CAIS) use eXplorance products and write recommendation letters to CAIS, eXplorance can beplaced on the “Corporate Sponsors” page on the CAIS website (Campbell,2012). This page hasthe description of the services/ products used (Appendix 14 for an example), and can giveeXplorance a large competitive advantage, as this page is extremely accessible and ensures trustin consumers (shows that atleast two independent schools recommended the system). 13
  14. 14. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXplorancePhase 2: eXplorance should continue with their direct selling approach when going into the K-12market in Ontario. As direct selling is more effective than cold calling schools, onerepresentative should fly into Toronto and directly go to the top private and independent schoolsin the Greater Toronto Area (Appendix 15a and 15b). eXplorance should demonstrate the systemat the first meeting or make an appointment within the next week in order to get schools to betterunderstand what is included in the services. Four schools should be targeted each day, two in themorning and two in the afternoon (Appendix 16 for exact schools each day). It is important toforesee that schools all have different work schedules and it might be difficult to get in touchwith the right people on the first visit. Since many schools will start reviewing their currentprograms after the winter break, but before the end of the year, this direct selling should be donein the beginning of February or March, so that appointments can be made before the end of theschool year. This will cost approximately $1,500 for the ‘Initial Contact’ phase that will extendover four days (Appendix 12a) Force Agency assumes that eXplorance will be in a position tobuild good ties with at least 4 or 5 schools out of the fifteen contacted during this four-day trip. During this first visit, eXplorance should give the schools a package containing a shortone-page personalized opening letter that will describe who eXplorance is, states how they areseeking to improve the K-12 school environment. Along with this opening letter, the packagewill contain a brochure, which goes into more detail about the course evaluations and surveys,and their advantages. Examples should be given about how eXplorance allows for the realizationof significant trends that can be seen across many years and that can have important impactswhen these tendencies are better understood. Moreover, it should also emphasize that emailtriggers can be set when respondents submit their evaluations or surveys with answers that maybe alarming or need immediate attention to, further demonstrating how this is a system that is 14
  15. 15. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceworth the cost. As well, a business card with the representative’s contact information should begiven in the package (Appendix 17 for our sample letter, brochure, and business card).Phase 3: Advising the school for Implementation eXplorance should target individual schools by emphasizing that the cost to implementthis system is (in most cases) less than the tuition for one student, demonstrating how its cost isrelatively inexpensive. Another way to phrase it would be to divide the customized price by thenumber of students (i.e. only $20 per student for a school for XYZ school) which will give thepotential clients a different perspective on the price, and they will more likely feel as though thesystem is affordable and well worth it. If the school decides to implement this system, they should advise the parents throughemail or letter, as this was the primary communication tool that was preferred based on Force’sexploratory data (Appendix 18). Nonetheless, if eXplorance would like to have more data onhow schools should implement changes to their school, we suggest that more surveys aredistributed to parents whose children go to private school, as our sample was relatively small todraw large conclusions.Future Recommendations Once eXplorance has reached out to private and independent educational institutions inseveral markets, the company should address the Canadian public secondary schools. Theyshould approach the public school market by appealing to the district school boards as they makethe decisions based on budget expenditure and allocation. In order to infiltrate the Canadianpublic school boards, we recommend that, as with the private school market, eXplorance firstapproaches the Greater Toronto Area (Appendix 23 for list of school boards). Further, as 15
  16. 16. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXplorancepreviously mentioned, eXplorance should maintain the strategy of solely targeting secondaryschools. eXplorance should determine their pricing based upon the Information Technologybudget of the various school boards. Potential pricing options have been calculated for twoschool districts within the GTA. These take into account the IT expenditure, the number ofsecondary schools and students, the percentage of secondary schools within the school board,and more weight assigned to secondary, rather than elementary schools (Appendix 24). It wasdetermined that a reasonable pricing scheme would entail school boards spending between twoand five percent of their total IT budget and up to $10 per student. This represents a discountedprice from eXplorance’s standard pricing as public schools have a very limited budget and thecompany is signing a large number of schools concurrently. In addition, eXplorance shouldprovide group training to administrators from multiple schools, as opposed to their current one-on-one software training structure, in order for them to reduce their costs. After approaching independent schools across Canada (Appendix 19), eXplorance shouldlook beyond the Canadian private and independent school market to private institutions outsideof the country. In the United States, 7 percent of students attend a private school (Bennett,2011), however, roughly 25 percent of K-12 institutions are private (National Center forEducation Statistics, 2012). This presents a significant opportunity for eXplorance due to thesubstantial size of the market, containing approximately 33,400 private elementary andsecondary educational institutions (National Center for Educational Statistics, 2011). Upon researching the top American private schools (Appendix 20), it became evident thatthey were primarily concentrated in Northeastern United States. Among all consulted lists, thelargest numbers of schools were located throughout the state of Massachusetts. Therefore, inorder to penetrate the American private and independent school market, Force believes that the 16
  17. 17. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceMassachusetts presents a viable entry point. We have compiled a list of ten of the most attractiveschools within the state (Appendix 21). From there, eXplorance should look to other privatesecondary institutions extending throughout Massachusetts (Appendix 22), before branching outacross northeastern US.Conclusion As briefly mentioned in our last meeting, eXplorance stated that they would like tochange their logo. Force Agency has created multiple logos, as a potential starting point for theirfuture changes (Appendix 25). In conclusion, eXplorance should start in the short-term by targeting independent andprivate schools in the GTA. By sponsoring events, sending a package and then direct selling theproduct, the brand will become better known within Toronto. The company should in the long-term, target the rest of Canada, then the United States, by first targeting Massachusetts. In theshort-term, the total cost ( for the sponsorships) is $26,352, leaving a lot of extra room to changethe logo, target the US, and create the package including the brochure and introduction letter.ReferencesBennett, P. W. (2011, October 4). Private Schools vs. Public Schools: Why Do Private School Students Achieve Better Results? Schoolhouse Consulting. Retrieved from http://educhatter.wordpress.com/2011/10/04/private-schools-vs-public-schools-why-do- private-school-students-achieve-better-results/CAIS. (2011). CAIS Professional Development. Retrieved from http://www.cais.ca/page.cfm?p=6Carter,Scott ( personal communication November 26,2012) 17
  18. 18. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceCampbell,Jan (personal communication November 28, 2012)eXplorance. (2012). Corporate Profile. Retrieved from http://www.explorance.com/company.aspGazzolo, Marino (2012). 2013 OCSTA Sponsorship Packages. Retrieved from http://www.ocsta.on.ca/resources/1/2013%20AGM%20&%20Conference/General- Prospect-Letter-2013AGMSponsorship-website.pdfLaneri, R. (2010). America’s Best Prep Schools. Forbes. Retrieved from http://www.forbes.com/2010/04/29/best-prep-schools-2010-opinions-private- education.htmlNational Center for Education Statistics. (2012). Fast Facts. Retrieved from http://nces.ed.gov/fastfacts/display.asp?id=372National Center for Education Statistics. (2010) Private School Universe Survey (PPS). Retrieved from http://nces.ed.gov/surveys/pss/tables/table_2009_02.aspPeel District School Board. (2012). Budget & Financials. Retrieved from http://www.peelschools.org/aboutus/budget/Pages/default.aspxQualtrics. (2012). Why Choose Qualtrics Survey Software. Retrieved from https://www.qualtrics.com/why-survey-softwareReese, S. (2010). The Top Ten College Prep and Boarding Schools in the US. Retrieved from http://voices.yahoo.com/top-ten-college-prep-boarding-schools-us- 6013386.html?cat=4Scantron. (2012). Scantron Corporation. Retrieved from http://www.scantron.com/company/Scantron. (2009). Scantron Corporation: The Bridge to Knowledge (PDF document). Retrieved from http://www.scantron.com/downloads/ 18
  19. 19. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXplorance corporate_brochure.pdfSurvey Monkey. (2012). How it Works. Retrieved from http://www.surveymonkey.com/The Learning Partnership. (2010). GTA School Boards. Retrieved from http://www.employerregistry.ca/L/GTAen/P2P/TLP/GTASchoolBoards/tabid/599 /Default.aspxTopPrivateSchools.us. (2011). Top Private Schools in the US. Retrieved from http://www.topprivateschools.us/top25.aspYork Region District School Board. (2012). Financial Services. Retrieved from http://www.yrdsb.edu.on.ca/page.cfm?id=BDF000111Appendix 1James LyngAs like other public schools in the Montreal area, James Lyng is regulated by the CommissionScolaire de Montréal. The secretary admitted that the school administration did not have a strongpower deciding what type of IT system should be implemented in their school; it is the duty ofthe school boards to choose what system should be used and the government to specify whatbudget should be given for this type of investment.John F KennedyAlthough this school is also regulated by the Commission Scolaire de Montréal, the directorconfessed that course evaluations and surveys for high school students would be very helpful forteachers. His fear is that this software might be too costly for the benefit it could bring to aschool that is not allowed to make any important change in their structure and overall teachingmethods.John GrantAs a school dedicated to students with special needs, John Grant does not use any course 19
  20. 20. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceevaluation or survey practices. The school’s general interest would be geared toward the currentexperiences of graduated students; for instance, it would be helpful to know which exact part ofthe special program they offer has been beneficial for the students. They do have extra budget toaccount for different kinds of investments but this money is usually spent on activities for thechildren and equipment for the courses.John Paul IJohn Paul I is known for its very multi-cultural student population. Similarly to the previousschools interviewed, the administration is not in charge of choosing different evaluation methodsand practices as those are regulated by the school boards. Apparently, these unions already offervarious types of surveys as tools for their teachers, who, will also create and manage smallsurveys on their own.West Island CollegeBecause most schools are not-for-profit organizations, the idea of investing thousands of dollarsfor feedback-type software would be quickly dismissed at any school boards.Hebrew Academy SchoolAs a religious school, they have their own ways of assessing student and teachers feedback.Their evaluations are geared toward the integration of the religion into regular instructions andare produced and managed by their employees.Loyola High SchoolThe school members already encourage students and teachers to voice their opinions. Surveysand evaluations are given out but no specific conclusion has been drawn from these practices sofar. The school is looking for ways to differentiate itself from other schools and they wouldcertainly like to have better tools to make concrete changes from students and teachers opinions.Bialik High SchoolIn their opinion, this kind of software is very expensive and not what their school is looking forin type of investment geared toward improving the school.Vincent Massey CollegiateThis school has a very large marketing budget and really strive to be one of Quebec’s topschools. Even though they are interested in the idea of improving their methods and practicesthrough evaluation and surveys, they are looking for a solution that will not take up thousands ofdollars every year. Eventually, as the system is well implemented, they will invest more if theyhave been able to concretely help the school with the help of those tools.Collège Régina AssumptaSurveys and evaluations are widely distributed in this high school. This system has beenimplemented a few years ago and they pay a regular licence fee that allows them to keep thesoftware running. Although we were not able to get the name of the company they are using, ourassumption is that Scantron helps them in the survey area as well as the test area.Académie Ste-ThérèseThey employ an in-house survey system for general-purpose surveys whereas the teachers will 20
  21. 21. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceinitiate their own survey and evaluation practices. Scantrons are used in these cases to analyzeresults faster. They admitted that this type of automated software would be very interesting butnot at any cost: a few thousands may be the maximum they are willing to spend.Collège Jean EudesThis school is one of the highest performing school in Quebec. They have their own ITdepartment that creates and regulates course evaluations and surveys. Before this department wasput into place, the school debate on whether or not they should outsource. They finally chose notto invest into a third-party software for the main reason that they wanted their IT department tobe one of their competitive advantages. It was also confessed that the cost of doing theseevaluations was very high at the beginning but that in the long-run, their IT staff became veryefficient, which made the overall experience lucrative.Collège Jean de BréboeufThey do already have an in-house system in place that deals with the course evaluations andgeneral usage of surveys but they are willing to consider outsourcing or buying a software it ifit’s beneficial for them. It is important for them to have an edge over their competitors so if thisproduct can help them improve their teaching methods, they would be willing to invest. Theyalso specified that the product would have to be easy to use and easy to customize.Collège Saint-SacrementThis school is still using paper evaluations and surveys. Even though it is one of the best rankedschool in the Quebec province, it is not equipped with an IT department capable of dealing withthe type of software eXplorance is currently offering. In the short-term they are consideringcontinuing to use the traditional paper methods but they are well aware that they will have toswitch to online in the future in order to get better analysis and keep up with the industry.École d’éducation InternationaleTheir school is really focused on international opportunities and languages. They constantly seekto improve their program but not through surveys or evaluations. Teachers and students areencouraged to share their opinions and speak with people that are in charge of adapting teachingpractices. In their point of view, evaluations and surveys were not personal enough to get verygood answers and feedback. 21
  22. 22. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceAppendix 2 Appendix 2a Private School Distribution in Ontario 140 120 100 116 80 60 40 55 20 29 9 17 10 0 Barrie London North Bay Ottawa Thunder Bay Toronto (and GTA) Appendix 2b Independent School Distribution in Ontario 20 18 19 16 14 12 10 11 8 6 4 5 2 3 1 0 0 Barrie London North Bay Ottawa Thunder Bay Toronto (and GTA) 22
  23. 23. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceAppendix 3 Appendix 3a Private Schools in GTA 100 80 80 60 40 20 12 10 5 9 0 Toronto Missisauga Scarborough Brampton OtherOther includes: Oakville-2, Burlington-2, Etobicoke-3, Markham-1, Fergus-1 Appendix 3b Independent Schools in GTA 14 12 13 12 10 8 6 4 2 3 2 0 Toronto Oakville Richmond Hill OtherOther: London-1, Newmarket-1, Port Hope-1, Rosseau-1, St.Catherines-1, Thornhill-1,Waterloo-1, Whitby-1, Aurora-1, Barrie-1, Belleville-1, Collingwood-1, Etobicoke-1, Hamilton-1, King-1, Lakefield-1 23
  24. 24. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceAppendix 4 Average Tuition Fees For Schools 26,939 21,911.80 17,315.50 10,750 Independent Schools Private Schools Toronto Independent Schools Private Schools Toronto (excluding Toronto) ( excluding Toronto)Independent Schools Toronto Tuition (top Independent Schools (excluding Toronto):schools): Albert College $22,100Bayview Glen School $21,200 Appleby 32,990Branksome Hall $29,105 Ashbury $ 20,200Crescent School $28,375 Elmwood $20,400Greenwood College School $29,500 Hawthorne $16,000Havergal College $26,520 Hillfield $21,768Royal St. Georges College $27,700 Holy Trinity $21,450St. Clements School $24,875.00 Lakefield, $28,330The Bishop Strachan School $27,440 Maclachlan $19,850.00The York School $26100 Pretty River Academy $ 16,030Upper Canada College $28,575 *Appleby is an outlierPrivate Schools Toronto Tuition: Private Schools (excluding Toronto):Arrowsmith school $23,000Brighton School $22,185 Blyth Academy $10,200Can-Aim High School $4800 Nancy Campbell Collegiate InstituteFieldStone $18,910 $13,600Foundation $12,960.00 Wellington Hall Academy $8000Ontario International College $13,980.00 Ottawa Jewish Community School $11,200 24
  25. 25. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXplorance*For our purposes, we have defined independent schools as ones that are part of the Canadian AccreditedIndependent Schools (CAIS), however there are some schools that are not part of this association. These schools arecompletely independent from the government, and must meet the CAIS standards. Private schools, however, do nothave specific standards, but are also independent from government funding.Appendix 5 How would you like to evaluate the school? 45 40 35 39 30 33 25 28 20 25 15 10 5 3 0 Course Evaluate Evaluate the Give general Other, please evaluations teachers school comments on specify: the schoolAppendix 6 25
  26. 26. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceAppendix 7Other: general evaluation about the school- was random though and not everyone was chosen  With principal  Calling or emailing individual teachers  Meetings with the head of the school  Surveys were random and part of strategic planning. We were able to request meetings with Guidance Staff, VP and Principal Meetings with the head of the schoolAppendix 8Examples of pricing using the independent schools seen below:Independent/PrivateSchools Tuition Ranking Grades Students $15,400- Preschool-Bayview Glen School 21,200 12 1000 $27,105-Branksome Hall $29,105 JK-12 880 top 25Havergal College $26,520 ( in Canada) JK-12 920Royal St.Georges College $27,700 grades 3-12 426 top 25St.Clements $24,875 ( in Canada) grades 1-12 450The Bishop Strachan School $27,440 JK-12 900The York School $26,100 JK-12 560 top 25Upper Canada College $28,575 ( in Canada) K-12 1020 top 25Crescent $28,375 ( in Canada) grades 3-12 698 $11,710- top 25Toronto French School $28,120 ( in Canada) grades 2-12 1300 26
  27. 27. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXplorance Crestwood Preparatory College $19,800 grades 7-12 375 De La Salle Oaklands $9,900 grades 5-12 700 St.Michaels College $12,800 grades 7-12 1080 University of Toronto top 25 Schools $20,875 ( in Canada) grades 7-12 626 Appendix 8aPERPETUAL Evaluations- Surveys- Bundle-MODEL year 1 Year 1 Year 1 Year 2 Year 3Bayview Glen School $11,368.50 $11,368.50 $17,490.00 $4,000.00 $4,000.00Branksome Hall $13,124.48 $13,124.48 $20,191.50 $4,000.00 $4,000.00 $ $ $Havergal College 12,867.40 12,867.40 19,796.00 $ 4,000.00 $ 4,000.00 $ $ $Royal St.Georges College 12,455.30 12,455.30 19,162.00 $ 4,000.00 $ 4,000.00 $ $ $St.Clements 11,935.63 11,935.63 18,362.50 $ 4,000.00 $ 4,000.00 $ $ $The Bishop Strachan School 13,020.80 13,020.80 20,032.00 $ 4,000.00 $ 4,000.00 $ $ $The York School 12,317.50 12,317.50 18,950.00 $ 4,000.00 $ 4,000.00 $ $ $Upper Canada College 13,398.13 13,398.13 20,612.50 $ 4,000.00 $ 4,000.00 $ $ $Crescent 12,940.53 12,940.53 19,908.50 $ 4,000.00 $ 4,000.00 $ $ $Toronto French School 12,073.43 12,073.43 18,574.50 $ 4,000.00 $ 4,000.00Crestwood Preparatory $ $ $College 10,848.50 10,848.50 16,690.00 $ 4,000.00 $ 4,000.00 $ $ $De La Salle Oaklands 9,340.50 9,340.50 14,370.00 $ 4,000.00 $ 4,000.00 $ $ $St.Michaels College 10,400.00 10,400.00 16,000.00 $ 4,000.00 $ 4,000.00University of Toronto $ $ $Schools 11,384.43 11,384.43 17,514.50 $ 4,000.00 $ 4,000.00 27
  28. 28. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXplorance Appendix 8bYearly Fee(Bundle) Year 1 Year 2 Year 3 Year 4 Year 5 $ $ $ $ $Bayview Glen School 10,121.50 8,372.50 8,372.50 7,498.00 5,749.00 $ $ $ $ $Branksome Hall 11,067.03 9,047.88 9,047.88 8,038.30 6,019.15 $ $ $ $ $Havergal College 10,928.60 8,949.00 8,949.00 7,959.20 5,979.60 $ $ $ $ $Royal St.Georges College 10,706.70 8,790.50 8,790.50 7,832.40 5,916.20 $ $ $ $ $St.Clements 10,426.88 8,590.63 8,590.63 7,672.50 5,836.25 $ $ $ $ $The Bishop Strachan School 11,011.20 9,008.00 9,008.00 8,006.40 6,003.20 $ $ $ $ $The York School 10,632.50 8,737.50 8,737.50 7,790.00 5,895.00 $ $ $ $ $Upper Canada College 11,214.38 9,153.13 9,153.13 8,122.50 6,061.25 $ $ $ $ $Crescent 10,967.98 8,977.13 8,977.13 7,981.70 5,990.85 $ $ $ $ $Toronto French School 10,501.08 8,643.63 8,643.63 7,714.90 5,857.45Crestwood Preparatory $ $ $ $ $College 9,841.50 8,172.50 8,172.50 7,338.00 5,669.00 $ $ $ $ $De La Salle Oaklands 9,029.50 7,592.50 7,592.50 6,874.00 5,437.00 $ $ $ $ $St.Michaels College 9,600.00 8,000.00 8,000.00 7,200.00 5,600.00University of Toronto $ $ $ $ $Schools 10,130.08 8,378.63 8,378.63 7,502.90 5,751.45Equation for: Bundle Price = 10,000(base fee)+0.3(tuition)+2(number of students)+1,500(pereach additional administrator over 1) 28
  29. 29. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXplorance *0.3 was chosen because the higher the tuition, the more disposable income the school likely has. However, we did not want to make this number too high since we don’t want the prices to be too discriminatory. *2 was chosen because the number of students that the school has is a large indication of the number of surveys that will likely be administered. As well, the more students, the more potential for glitches and more surveys, and therefore the more customer service that may be needed.-we did not take into account the 4,000$ maintenance fee in year 1 because we don’t want thecost to be too high and we want to instead lock in the school. The $4000 maintenance fee isinstead the only price charge after year 1 , using this model.2) Evaluations and Surveys = 0.65*Bundle Price*0.65 because buying both evaluations and surveys should be more expensive than the bundle*The base fee is amortized over 5 years, as it was stated that the product is usually amortized over 4.5 years.Because the company cannot buy the product for half a year, 5 years was used. More emphasis was placed on thefirst few years in order to ensure higher revenue at the beginning. 1) Year 1=0.35*Bundle Price + 4000 2) Year 2=0.25*Bundle Price + 4000 3) Year 3= 0.25*Bundle Price + 4000 4) Year 4= 0.20*Bundle Price +4000 5) Year 5= 0.10*Bundle Price + 4000 6) Year 6 and on= 4000 * Prices for consumers who only want to buy surveys or evaluations should be these numbers multiplied by 0.65. However, after year 5, the price should be $4000/year.Appendix 9Attendees 2012 Count of Company Name Company Name Total TDSB 28 Centennial College 6 Toronto District Christian High School 4 Memorial University of Newfoundland 4 29
  30. 30. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceBruce-Grey Catholic District School Board 4Seneca College 4Renfrew County Catholic District School Board 3CECCE 3Algoma District School Board 3Limestone District School Board 3Renfrew County Catholic District School Board 2College Sainte-Anne de Lachine 2Vancouver Talmud Torah School 2Calgary Board of Education 2MindShare Learning 2Confederation College 2Turning Technologies 2George Brown College 2Yellowknife Catholic Schools 2King’s Christian Collegiate 2Lester B. Pearson School Board 2Shawnigan Lake School 1British Columbia Institute of Technology 1District School Board of Niagara 1Fleming College 1Ryerson University 1Fujitsu Canada - Imaging Division 1Thorvin Electronics Inc. 1Algonquin College 1Waterloo Catholic School Board 1Government of Yukon, Department of Education 1Rowntree Montessori Schools 1Grant MacEwan University 1Selwyn House School 1Havergal College 1Crescent School 1Holy Name of Mary College School 1Trent University School of Education and ProfessionalLearning 1Canadian Memorial Chiropractic College (CMCC) 1University of New Brunswick 1Kings University College 1Fanshawe College 1Lakeland College 1Collingwood School 1Lambton College 1Royal Roads University 1Absolute Software 1School District #71 (Comox Valley) 1CCNB 1Aerohive Networks 1 30
  31. 31. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceLloydminster Public School Division 1Sir Sandford Fleming College 1Loyalist College 1Tenet Computer Group 1Medicine Hat College 1Discovery Education Canada 1BenQ Canada Corp. 1Trinity Christian School 1Bishop’s College School 1University of Alberta 1OKI Printing Solutions 1Durham College, Student Academic Learning Services 1Pearson Canada 1Elliot Lake Secondary School 1Queens University 1Regina Catholic Schools 1(blank)Grand Total 129Appendix 10Below are some highlights of agenda so far for this year’s conference: 31
  32. 32. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceDay One – Tuesday, February 26th8:30 AM Case Studies: York Region District School Board & OISEDevelop a Practical Roadmap to Integrate Education Technology into Your Classroom10:00 AM Mid-Morning Networking BreakInteract with conference speakers and fellow attendees. Secure important new business contactsand talk about crucial developments in your field.10:30 AM How to Use Analytics with Current Education Technology to Improve Teachingand Learning1:15 PM Case Study: Calgary Science SchoolEvaluate the Budgetary Decisions and Criteria Behind a Technology ImplementationStrategy2:45 PM Mid-Afternoon Networking BreakInteract with conference speakers and fellow attendees.3:15 PM Case Study: Algonquin CollegeDay Two - Wednesday, February 27th10:30 AM Cloud ComputingMaximize Your Investment in Education and Benefit from Cloud-Computing Technology4:00 PM K-20 PanelHow Can Education Technology Bridge the Gaps between K-12 and Post-SecondaryEducation 32
  33. 33. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceAppendix 11Thank you for your interest in our upcoming 3rd Annual Education Technology Summit. Thistwo-day event will be held on February 27th and 28th, 2013 in Toronto.During our discussion you mentioned to me some key components to what the Mcgill Universityand its Partner would consider to be a successful sponsorship opportunity. 1) Speak and educate an audience of key target market delegation about Mcgill University and its Partner’s latest student survey technology 2) An exhibit booth to showcase one on one the benefits of the new application and to aid in the networking and lead generation initiatives 3) Augment Mcgill University and its Partner’s initiative to capitalize on and broaden brand awareness and market presence primarily to the Ontario market. To aid in the marketing of their new online content.We are excited to provide you with solutions that can help you achieve all of these objectives. Bypartnering in this executive-level event Mcgill University and Partner will benefit in these ways: 1) SHOWCASE McGILL UNIVERSITY AND ITS PARTNER’S LATEST PRODUCTS: Utilize our summits educational style format to further promote and showcase the organizations knowledge and expertise within educational technology.A 45 minute speaking platform will allow Mcgill University and it’s Partner to send a seniorexecutive to showcase his/her expertise in the subject area, while highlighting the features,advantages and benefits of Mcgill University and its Partner’s suite of solutions and products.As the sole presenter of the session, Mcgill University and its Partner will have the undividedattention of the audience, maximizing your opportunity to showcase your leadership andexpertise.A case study format is highly encouraged and welcome. We would be happy to work together todraft a session title, description and speaking points that best fit your needs, as well as thecontent quality we always strive to maintain. The audience is often most receptive when thesession is anchored by best practices, tips and advice. This is an excellent way to help educateand advance the knowledge of educational technology professionals, while at the same time,allow the excellence of your people, products and services to shine through. 33
  34. 34. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXplorance 2) PRODUCT/BRAND SHOWCASE: Demonstrate your solutions and foster unique business relationships one on one with your potential clients and networking partners at a designated booth for the Mcgill University and its Partner.To further the Mcgill University and its Partner’s objective to connect with your target audience,we also include a 10 x 10 exhibit display booth or tabletop display on the trade show floorlimited to seven to eight participants.We offer a number of high-impact on-site networking functions and an exhibit area designed tobe the heart of the event. Our booths are set up in the same area as where breakfast, breaks andlunches are held to make sure you get the best traffic flow. This ensures you are able to have asmany one-on-one conversations with the 80-100+ attendees at this event. 3) BRAND EXPOSURE: Augment the Mcgill University and its Partner’s initiative to increase brand awareness to aid in the goals to increase market awareness of the universities new online content to primarily the Ontario market.We help maximize and enhance your brand exposure leading up to the event, as well as onsite atthe summit.  Your logo on SI website with a direct link to your website. In addition to the biweekly email campaigns done internally, our conference website is also promoted by our partners.  Logo placement in all promotional materials including any advertisements in industry publications.  Your logo on the conference signage, which is placed right upfront at the registrations desk as well as in the conference room. This will be seen by all of our attendees as soon as they walk in.Your Investment: $9,995I have attached our detailed agenda with confirmed speakers. This conference brings togetherexactly the executives you want to connect with. The attached attendee list will highlight theattendees from our last Education Technology Summit.We look forward to your involvement at this exciting event!Kind regards,Scott Carter 34
  35. 35. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceSponsorship Managercarter@strategyinstitute.com1-866-298-9343 ext.229Appendix 12Range of Prices: $102-$139, Source: skyscanner.comAverage Price for each month = 118.5 (February) and 121 (March)Average Price = 120 (rounded) / flightCost = $240 + tax (around 145%) =$588 Appendix 12aTechnology Summit, Ontario School Board Trustees Association, CAIS and cost for targeting schoolsin TorontoPrices per person:-food $50/day-hotel $150/night for 2 people-flight $588/person Appendix 12bCAISPrice per person:-flight- $750-all other costs the same as Appendix 9a 35
  36. 36. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceAppendix 13 36
  37. 37. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXplorance 37
  38. 38. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXplorance 38
  39. 39. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceAppendix 14Example of the Sponsor shown on the CIS websiteAppendix 15 Appendix 15aToronto schools (top schools)Top Schools in Toronto Address Phone NumberBayview Glen School 275 Duncan Mill Road, Toronto, ON,M3B 3H9 (416) 443-1030Branksome Hall 10 Elm Avenue , Toronto ,ON, M4W 1N4 (416) 920-9741Havergal College 1451 Avenue Road, Toronto, ON M5N 2H9 (416) 483-3843Royal St.Georges College 120 Howland Avenue, Toronto, ON M5R 3B5 (416) 533-9481St.Clements 21 St Clements Avenue, Toronto, ON M4R 1G8 (416) 483-4835The Bishop Strachan School 298 Lonsdale Road, Toronto, ON M4V 1X2 (416) 483-4325 39
  40. 40. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceThe York School 1320 Yonge Street Toronto, ON M4T 1X2 (416) 926 -1325Upper Canada College 200 Lonsdale Road, Toronto, ON, M4V 1W6 (416) 488-1125Crescent 2365 Bayview Avenue, Toronto, ON, M2L 1A2 (416) 449-0952 306 Lawrence Avenue East, Toronto, ON M4NToronto French School 1T7 (416) 484-6533Crestwood PreparatoryCollege 217 Brookbanks Dr, Toronto, ON M3A 2T7 (416) 391-1441 (416) 969-De La Salle Oaklands 131 Farnham Ave. Toronto, ON M4V 1H7 8771St.Michaels College 81 Saint Mary St, Toronto, ON M5S 1J4 (416) 926-1300University of TorontoSchools 371 Bloor Street West, Toronto, ON, M5S 2R7 (416)978-3212 Appendix 15bOutside of Toronto (top schools)Top 25 in Canada (outsideToronto) Address Phone NumberAppleby College (most expensive 540 Lakeshore Road West, Oakville, ONin Canada) L6K 3P1 (905) 845-4681 4391 County Road 29, Lakefield, ONLakefield College K0L 2H0 (705) 652-3324 2 Ridley Road, St. Catharines, ON L2RRidley College 7C3 (905) 684-1889 15800 Yonge Street, Aurora, ON L4GSt.Andrews College 3H7 (905) 727-3178 55 Deblaquire Street North, Port Hope,Trinity College School ON L1A 4K7 (905) 885-3217 40
  41. 41. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceAppendix 16Day 1:Start at Toronto French School (A), Crescent (B), Bayview Glen School (C) and Crestwood Prep(D).Day 2:Start at St.Clement’s (A), Upper Canada College (B) , Bishop Strachan School (C) and De laSalle Oaklands (D). 41
  42. 42. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceDay 3:Start at Branksome Hall (A), The York School (B) and then Havergal (C).Day 4:Start Royal St.George’s College (A), University of Toronto Schools (B) and then St.Michael’sCollege (C). 42
  43. 43. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceAppendix 17Appendix 18Question that was asked to parents: If any changes that are being made to the school, whichcould possibly change the tuition, how would you like to be notified?Appendix 19List of Canadian Accredited Independent SchoolsTorontoBayview Glen School – K-12Branksome Hall – K-12Crescent School – 3-12Greenwood College School – 7-12Havergal College – K-12 43
  44. 44. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceMontcrest School – K-8Robbins Hebrew Academy – K-8Royal St. George’s College – 3-12St. Clement’s School – 1-12TFS-Canada’s International School – Age 2-Grade 12The Bishop Strachan School – K-12The Rosedale Day School – K-8The Sterling Hall School – K-8The York School – K-12Upper Canada College – K-12Ontario (outside of Toronto)(School Name: Location – Grades)Albert College: Belleville – Pre K-12Appleby College: Oakville – 7-12Ashbury College: Ottawa – 4-12Elmwood School: Ottawa – K-12Hawthorn School for Girls: North York – K-12Hillfield Strathallan College: Hamilton – Jr. K-12Holy Trinity School: Richmond Hill – K-12Kempenfelt Bay School: Barrie – K-8Kingsway College School: Etobicoke – 1-8Lakefield College School: Lakefield – 8-12MacLachlan College: Oakville – K-12Matthews Hall: London – Jr. K-8Pickering College: Newmarket – K-12Pretty River Academy: Collingwood – K-12Ridley College: St. Catherines – K-12Rosseau Lake College: Rosseau – 7-12St. Andrew’s College: Aurora – 5-12St. John’s-Kilmarnock School: Waterloo Region (Breslau) – K-12St. Mildred’s-Lightbourn School: Oakville – K-12 44
  45. 45. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceThe Country Day School: King – K-12TMS School: Richmond Hill – K-12Toronto Waldorf School: Thornhill – K-12Trafalgar Castle School: Whitby – 5-12Trinity College School: Port Hope – 5-12AlbertaCalgary Jewish Academy: Calgary – Nursery-Grade 9Lycee Louis Pasteur: Calgary – K-12Rundle College: Calgart – Pre K-12Strathcona-Tweedsmuir School: Okotoks – 1-12West Island College: Calgary – 7-12British ColumbiaBrentwood College School: Mill Bay – 9-12Collingwood School: West Vancouver – Jr. K-12Crofton House School: Vancouver – Jr. K-12Fraser Academy: Vancouver – 1-12Glenlyon Norfolk School: Victoria – Jr. K-12Island Pacific School: Bowen Island – 6-9Meadowridge School: Maple Ridge – K-12Mulgrave School: West Vancouver – K-12Queen Margaret’s School: Duncan – K-12Shawnigan Lake School: Shawnigan Lake – 8-12Southridge School: Surrey – K-12St. George’s School: Vancouver – 1-12St. Margaret’s School: Victoria – Preschool-Grade 12St. Michaels University School: Victoria – K-12West Point Grey Academy: Vancouver – K-12York House School: Vancouver – Jr. K-12ManitobaBalmoral Hall School: Winnipeg – K-12Gray Academy of Jewish Education: Winnipeg – K-12 45
  46. 46. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceSt. John’s-Ravenscourt School: Winnipeg – K-12New BrunswickRothesay Netherwood School: Rothesay – 6-12NewfoundlandLakecrest St. John’s Independent School: St. John’s – K-9Nova ScotiaArmbrae Academy: Halifax – Preschool-12Halifax Grammar School: Halifax – Jr. K-12King’s-Edgehill School: Windsor – 6-12Sacred Heart School of Halifax: Halifax – Jr. Primary-Grade 12QuebecAcademie Solomon Schechter Academy: Montreal – Jr. K-6Akiva School: Westmount – K-6Beth Jacobs: Outremont – K-12Bishop’s College School: Sherbrooke – 7-12Centennial Academy: Montreal – 7-CEGEPEcole Maimonide: Ville Saint-Laurent – Jr. K-12Hebrew Academy: Cote St. Luc – K-12Hebrew Foundation School: Dollard des Ormeaux – K-6JPPS-Bialik: Montreal – K-11Lower Canada College: Montreal – K-12Miss Edgar’s & Miss Cramp’s School: Westmount – K-11Selwyn House School: Westmount – K-11St. George’s School of Montreal: Montreal – K-11Stanstead College: Stanstead – 7-12The Priory School: Montreal – K-6The Sacred Heart School of Montreal: Montreal – 7-11The Study: Westmount – K-11Trafalgar School for Girls: Montreal – 7-11SaskatchewanAthol Murray College of Notre Dame: Wilcox – 9-12 46
  47. 47. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceAppendix 20 Appendix 20aAmerica’s Best Prep Schools – ForbesSchool Name Rank State CityCollege Preparatory School 17 CA OaklandHarvard-Westlake 12 CA North HollywoodHopkins School 19 CT New HavenDeerfield Academy 20 MA DeerfieldGroton School 15 MA GrotonMilton Academy 16 MA MiltonNoble and Greenough School 18 MA DedhamPhillips Academy Andover 3 MA AndoverRoxbury Latin 5 MA West RoxburyThe Windsor School 10 MA BostonPhillips Exeter Academy 6 NH ExeterSt. Pauls 8 NH ConcordLawrenceville School 14 NJ LawrencevilleCollegiate School 7 NY New YorkHorace Mann 2 NY BronxThe Brearley School 4 NY New YorkThe Chapin School 11 NY New YorkThe Dalton School 13 NY New YorkThe Spence School 9 NY New YorkTrinity School 1 NY New York 47
  48. 48. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXplorance Appendix 20bTop 25 Private Schools in the USSchool Name State City EnrollmentChapin School NJ Princeton 314Choate Rosemary Hall CT Wallingford 850Collegiate School VA Richmond 1545Commonwealth School MA Boston 151Dalton School NY New York 1306Deerfield Academy MA Deerfield 630Groton School MA Groton 372Harvard Westlake School CA Studio City 1597Hopkins School CT New Haven 681Horace Mann School NY Bronx 1781Hotchkiss School CT Lakeville 595Lawrenceville School NJ Lawrenceville 815Middlesex School MA Concord 375Milton Academy MA Milton 975Noble and Greenough School MA Dedham 591Phillips Academy MA Andover 1109Phillips Exeter Academy NH Exeter 1000Roxbury Latin School MA West Roxbury 294St. Marks School MA Southborough 337St. Pauls School NH Concord 537The Brearley School NY New York City 695The College Preparatory School CA Oakland 350 48
  49. 49. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXploranceThe Spence School NY New York City 690The Winsor School MA Boston 429Trinity School NY New York City 992 Appendix 20cTop Ten College Prep and Boarding Schools in the USSchool Name State City Enrollment TuitionPhillips Exeter Academy NH Exeter 1062 $29,920-38,720Phillips Academy Andover MA Andover 1100 $31,100-39,900Deerfield Academy MA Deerfield 630 $30,060-41,900The Hotchkiss School CT Lakeville 595 $35,700-41,885Lawrenceville NJ Lawrenceville 795 $34,680-42,350St. Pauls School NH Concord 535 $42,900Middlesex School MA Concord 375 $36,870-42,900The Groton School MA Groton 375 $35,090-46,790The Taft School CT Watertown 575 $32,500-43,775Kent School CT Kent 560 $35,900-45,300Appendix 21 Massachusetts Schools: Number of Tuition* School Name Appearances** City Enrollment* (Day/Boarding) Commonwealth School 1 Boston 151 $36,169 Deerfield Academy 3 Deerfield 630 $30,060/41,900 Groton School 3 Groton 372 $35,090/46,790 Middlesex School 2 Concord 375 $36,870/42,900 49
  50. 50. J. Galarneau, C. Laberge, R. Shusterman Force Agency - eXplorance Milton Academy 2 Milton 975 $36,100 Noble and Greenough School 2 Dedham 591 $35,400 Phillips Academy 3 Andover 1109 $31,100-39,900 Roxbury Latin School 2 West Roxbury 294 $24,300 St. Marks School 1 Southborough 337 $37,450/$46,900 The Winsor School 2 Boston 429 $34,025 *This information may be helpful in determining pricingAppendix 22Complete List of Private Secondary Schools in Massachusetts According to the National Association of Independent Schools (next page) 50

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