Business plan

</Social Ventures
Life Design Studio_>
／*Keji Zheng
Cylia Wang*／

</Color your life, outside
the lines_
2

<*In this Social Venture
project, we want to
address the clashes in
values and identities of
newly arrived foreigners in
the US_ >
3

</Contents-Cylia-+page number
Executive Summary
Company Overview
Business Objectives & Strategy
The Team
Business Concept
Market Analysis & Competitive Landscape
Operational Plan
Financial Analysis
Impact
Appendix
> 4

//Business Overview
/At a glance_/
BUSINESS CONCEPT
Life Design Studio is an experiential life
development education organization that
enables foreigners’ living in the US to
maximize their potential and bridge the gap
between “true self” and “ideal self” by
bringing in creative thinking and supportive
resources.
Life Design Studio follows the principle of
“education + decentralization”. We share our
vision with local educators and designers in
building local chapters so that we are able to
spread the concept of life design to the most
change makers in the US.
Although we serve foreigner community in
the beginning it welcomes people from other
communities to join the co-creation.
THE NEED
Arriving in a new and different environment, foreigners, such as overseas
Chinese youths are subjected to clashes in values and identity from their
multiple roles as a member of the society, communities and the self.
Short Term: Challenges in making decision of next steps.
Long Term: Difficulties in realizing one’s full potential and talents.
OUR SERVICE
Life Design Studio delivers integrated lifelong personal and professional
development services, scenario-based immersive practice by offering
modular curriculum and personalized learning experience that aims to
maximize our client's’ potential and expand global perspective.
Participants at Life Design Studio will face fun & play challenges in the
learning environment, which embraces diversity and creativity.
6

//Business Overview
/At a glance_/
COMPETITIVE LANDSCAPE
Out in the market, existing solutions offer only part of what we’re trying to
put together.
Life Design Studio differentiates itself from other life development
programs at four folds:
● Integrates personal leadership, social, cultural and emotional
intelligence as well as industry attachment.
● Unlike traditional coaching programs, we take a way of
experiential study with creative thinking and supportive resources
with a global perspective.
● With a decentralized business model, we empower educators and
designers to initiate from their local communities
● We target a niche market of foreigners in the US as our primary
target customers.
MARKET SIZE
● 1.18 million international students in
the US pursuing a full program of
study as of March 2016
● 914,052, 77% are active students
from Asian nations. 353,069 from
China at 7% growth; 175,443 of them
are graduates and OPT holders
MARKET OPPORTUNITY
While we are only focusing on 22-35 year-
old young graduates or working
professionals who are Chinese non-
immigrants in the US, eventually, there are
further opportunities to scale the Life Design
Studio to cater for the larger communities in
the US, who are foreigners.
7

//Business Overview
/At a glance_/
GO-TO-MARKET STRATEGY
● 2017: preparation in team recruiting
and business planning
● 2018: launch the headquarter office in
San Francisco
● 2019: license the business in other
major cities
● 2020: start online education program
● 2021: expand to other foreigner
communities in the US
● Long term: scale to foreigner
communities in other countries as the
primary country.
GROWTH AND SCALING
● Expand from San Francisco HQ to 45 chapters in the most US
cities
● Scale from Chinese community to other foreigner communities in
the US
FINANCIAL OVERVIEW 2018-2021
● Revenue grows from $5.5million to $19.6million
● Net income grows from $1.2million to $5.2million
● Revenue CAGR 143%
● Net income CAGR 147%
● Gross margin increases from 82% to 89%
● Net profit margin increases from 23% to 26%
● Team scales from 40 to 205 (2017-2021)
● Breakeven period: less than 2 years 8

Life Design Studio is an experiential life development education organization that enables
foreigners’ living in the US to maximize their potential and bridge the gap between “true self” and
“ideal self” by bringing in creative thinking and supportive resources.
Life Design Studio follows the principle of “education + decentralization”. We share our vision with
local educators and designers in building local chapters so that we are able to spread the concept
of life design to the most change makers in the US.
Life Design Studio delivers integrated lifelong personal and professional development services,
scenario-based immersive practice by offering modular curriculum and personalized learning
experience that aims to maximize our client's’ potential and expand global perspective.
Candidates at Life Design Studio will face fun & play challenges in the learning environment, which
embraces diversity and creativity.
Although we serve foreigner community in the beginning it welcomes people from other
communities to join the co-creation.
// Business Concept
/Life Design Studio_/
10

CORPORATE STRATEGIES
The Life Design Studio is a for-profit business with social purpose, which targets the
underserved group of international graduate students and young working
professionals by starting from the Chinese community in the US.
BUSINESS OBJECTIVES
● Launch the business in 2018
● Reach 200 participants in 2018
● Recruit a team of 89 faculties in 2021
● Achieve a revenue of $19.7million in 2021
● $6.3million from program; $8.1million licensing; $5.3million from other
● Maintain a gross margin of 69% and net income margin of 30%
● Expand to other foreigner communities in 2021
/Business Objectives and Strategies_/
11

// Team
/Leadership_/
12
KEJI ZHENG
Business Strategy and Finance
Keji is a design strategist, futurist and technologist. He
has over three years consulting experience with early
stage companies and fortune 500 in Silicon Valley. Keji’s
expertise is in collecting information with the user-centric
perspective and translating into business strategies,
which maximize the value of creatives.
Keji receives a dual-degree of MBA and M.S. Finance at
West Virginia University, and a MBA in Design Strategy
California College of The Arts.
CYLIA WANG
Product Development & User Experience
Cylia is a passionate and courageous interaction
designer based in San Francisco. She’s interested in
touch perception. Previously, she worked for UBER
China.
Cylia studied Integrated Design at China Academy of Art,
Interactive Design at California College of The Arts and
Parsons School of Design.

// Team
/Advisory Board_/
13
Professor at Stanford
University, co-founder
of Stanford Life
Design Lab and
Electronic Arts
Dave Evans
Professor
Best Seller Author
and Experienced
Workshop
Facilitator
Justin Kotiz
Strategy Guru
Steve Diller
Profess or
Professor at California
College of The Arts,
CEO of Scansion,
Innovation Consultant
and Strategist
Joyce Lu
UX Researcher
UX Researcher in
education industry
Andy Dong
Chair of MBA in
Design Strategy,
California College of
The Arts
Professor

/What we believe_/
14
PURPOSE
We believe everyone can find a creative path to self-actualization and make positive
transformation into someone they can be potentially in the cross-cultural life.
VISION
The way we make it is by advancing personal development, offering personalized guidance
and promoting the inclusive community culture.
VALUES
Potential - realize one’s potential at maximum
Thoughtfulness - deliver personalized learning experience
Respect - create a diversified community with the inclusive culture

Arriving in a new and different environment, overseas Chinese youths are
subjected to clashes in values and identity from their multiple roles as a
member of the society, communities and the self, which hinders their
decision-making (on what to say, how to behave, how to make decisions) in
the short term, and has a significant impact on their path to realizing their full
potential and talents in the long run.
How might they position themselves and congruently integrate their roles,
values and self-identity as they arrive in a new and different environment?
// Business Concept
/Problem to solve_/
15

// Business Concept
16
“In the social jungle of human existence, there is no
feeling of being alive without a sense of identity.”
Erik Erikson

DEMOGRAPHICS
● Chinese non-immigrants in the US
● 22 - 35 years old
● Stress from the uncertainty of future and social pressure from the original culture
● Has the intention to make change of his/her life
PSYCHOLOGICAL SPECTRUMS
● Eager to find out where they stand between self and society but has not yet.
● Eager to find out where they stand between self and society but does not know how.
● Has figured out where they stand but failed to know/follow the path.
● Bothered by more realistic problems: study, work, relationship, etc.
// Business Concept
/Target Customers_/
17

LIFE DESIGN WORKSHOP SERIES (PRIMARY)
The workshop offers participants a space where they can brainstorm life
planning with parents, friends, experts and even people from different
communities. Objective is to broaden participants horizon by trying out in
outside world placement. The activity is under the guidance of facilitators
(certified life designer) for each discussion group.
FIELD TRIP & IMMERSIONS (PRIMARY)
To apply what participants have learnt from lecture and workshop we offer
task/non-task based project to evaluate learning outcomes in social + cultural
intelligence development. The practice is usually made in group and
participants are welcome to work in local or even other places in the world.
// Our Service
/Education_/
19

LIFELONG PEER COACHING (PRIMARY)
Participants not only receive personal feedback and guidance during the
program but also enjoy the coaching service once complete the program.
KNOWLEDGE BUILDING
Since the program is established on self-directed learning most study
materials will be offered through online platform where participants can
watch the lecture video and download reading materials in the spare time.
Also, participants are able to exchange their insights remotely with other
classmates. Discussion deepens the understanding of knowledge.
// Our Service
/Education_/
20

ALUMNI COMMUNITY & SUPPORTIVE NETWORKS
The alumni community and supportive networks offer participants the social
connections not only from program internal community but also outside the
program. People will gather once per month by organizing local meetup
events in different cities and even abroad.
// Our Service
/Community_/
21

LIFE DESIGN TRAINER CERTIFICATION PROGRAM
All of the workshop facilitators or life designers are going to join an intensive
3-week professional training bootcamp and pass the evaluation before they
are certified to run any workshops in the program.
EDUCATION CONTENT DEVELOPMENT
Working with education institutes, design agencies and publishers, we
develop the content to support program learning activities. Furthermore, the
content can be licensed to other partners for usage.
// Our Service
/Other_/
22

// Our Service
/Customer Service Journey_/
ConsiderationDiscoveryAwareness Purchase Use Cultivation AdvocacyPhases
Customer
thoughts
Customer
actions
Touchpoint
I should do something
to change my current
situation. What can i
do?
According to my
friends, I know about
the program.
I know it was helpful
and fruitful for my
friend, will it be the
same for me?
I still have a lot of
questions about the
program
What do I want to know?
What can they bring to me?
How credible are they?
I want to know how it'll be like
for me when I'm a registered
member.
Customer
feelings
How much should I pay?
Will the program deserve the
price?
I want to get a reasonable
price.
How much am I committing
myself?
Will I be able to manage this
along with my work / study?
Now I know where my
strengths and weaknesses
slightly better. I wasn't aware
before.
I meet a lot of Chinese students, and they
have the same challenges with me.
We work with local residents, and they
introduce the U.S culture to us.
I'm more aware of cultural differences
and am more equipped to interact with
international peers.
How is my progress? Am I making any
progress?
The program has a lot of challenge.
The local family host show me a lot of
difference between American and
Chinese culture.
I could bring my new knowledge to try
something a little different at work /
school.
Wow, what progress I've made.
I feel like I'm more confident to
speak and live in the U.S.
I feel like I'm now better
equipped to drive this journey
myself now.
I would like to do something
and help others like me. What
can I do?
I hope that more people
who are facing the
problem like me will know
about the program.
I want to be part of the
alumni to help others like
me before.
Journey start
Lifestyle
Difference
Looking for
solutions
Introduced
by friends
Join our speaker
panel event
Consider about
the program (talk
with family and
friends)
Get our full
assessment
Pay for the tuition,
and register for
courses
Taking classes Building social network
Learning how to design
his life
Introduce our program
to others
Friends Digital Platform Studio Event Sign up Recommended
Curriculum
Studio Event Ad Hoc Event Online Platform mentor/coach
relationship
Studio Event
23

YOUNG GRADUATES
Chinese graduate students have to face a lot of challenges.
- Can’t be quickly adaptive to school and local community
- Unsatisfied with current status from the gap between self-reality and self-future
- Unclear about after-graduation life and career path
- Lack of education from school and family in life planning
WORKING PROFESSIONALS
Young Chinese workers with entry-to-mid level experience.
- Cannot achieve meaning from daily work
- Unclear about the long-term career
- Uncertain about where to settle down
- Social and family expectation to settle down
- Lack of education from school and family in life planning
OTHER
- Alumni: the group of people who have completed the Program but still need to take the service after that.
- Returning customers: the group of participants who have freezed their service and reactivate it later.
// Business Model
/Customer Segments_/
25

Customization + Personalization
We offer tailored solution through
modular offerings. In this way, we
customize & personalize our
offering for each candidate’s
unique set of learning &
development needs.
Fun + Play
Through play, we foster trust,
curiosity and exploration, which
are essential ingredients to being
creative as our candidates
develop and design their lives.
Immersive + Diversified global
experience
Building close ties and
partnerships with industry and
alumni, candidates have access to
real-world learning where they
might put their learnings into
immediate practice.
// Business Model
/Value Proposition 1_/
Applying design to personal
development & growth
When design meets you, life can be
designed for purpose. Our service
allows people with any background
to develop their life more creatively
and strategically.
26

// Business Model
/Value Proposition 2_/
27
Candidate & candidate’s
stakeholders co-creation
Guests with diverse backgrounds
are brought onboard our
candidates’ journey so as to aid
our candidates in developing a
broad, global perspective.
Lifelong impact
Learning and growth doesn’t stop
upon completion of our program.
Our candidates graduate
equipped with self-directed
learning tools and capabilities.
Alumni is still part of our
ecosystem.
Global network
Candidates will collaborate with
people from all over the world
who also have multi-cultural
experience.
Specialized understanding of the
niche market
Tailored for specific needs of
candidates’ unique learning needs,
taking into consideration of their
cultural backgrounds placed in a
US learning environment.

Academic , Coaching &
Development Experts
Industry Partners
To develop a compelling and credible program, we will
engage experts from respective fields to collaborate with,
to integrate knowledge, social, emotional and cultural
intelligence building.
Industry partners include private corporations, public and
academic institutions. Our program have to take into
consideration not only our clients’ needs, but also
industry’s needs.
// Business Model
/Key Partners_/
28

// Business Model
/Key Activities_/
INTERNAL
Curriculum content creation
Creation, management and supervision of the curriculum, cooperating with internal department and partnership.
Faculty training & certification
Providing professional life design training, issuing certifications to ensure the quality of teaching.
29

// Business Model
/Key Resources 1_/
CURRICULUM & PEDAGOGY
Life design and development curriculum which is proven tailored, useful, effective, engaging and fun. Teaching
material which is regarded as an effective way to provide our Intellectual properties.
SPACE & FACILITY
A quiet and homey environment will lead a better learning efficiency.
LOCAL FAMILY HOST
Provide an immersive culture and languages learning experience.
30

// Business Model
/Key Resources 2_/
ONLINE PLATFORM
A digital platform is created for remote learning, participant’s performance evaluation & tracking and online
communications.
FACULTY TEAM
We highly rely on human intelligence throughout the design process. We hire instructors, facilitators and
coaches from the related fields, such as, design, education, coaching, career development, relationship
management, cross-cultural communications, etc.
ADVISORY COUNCIL (EXPERTS)
The advisory council is consisted of the leaders from different industries, who will not only guide the business
but also our clients as well.
31

// Business Model
/Customer Relationships_/
ONE-ON-ONE IN-PERSON RELATIONSHIP
Participant is able to take the in-person office hour with his or her mentors periodically.
CO-CREATION WITH MULTIPLE STAKEHOLDERS
In each workshop, friends, family, classmates and co-workers are invited to join and co-create with the
participant in his/her life development.
SELF-SERVICE (SELF DIRECTED LEARNING)
We teach the methods and tools so that participants are able to practice outside the program.
PERSONAL ASSISTANCE - LEARNING & DEVELOPMENT PHASES
Our team supports each participant not only in the learning and practice process but also in the post-stage
as well.
32

// Business Model
/Channels_/
WORD-OF-MOUTH
In the early stage, the program admission is by invitation only. We want to prototype and test the service experience.
SOCIAL MEDIA & INSIGHT LEADERS
To drive new leads to our program and make more exposure in the target user groups.
CROSS-PROMOTION
We will partner with education institutions, meetup organizers and corporations.
MEETUP & CONFERENCE
We will host or attend other’s event in spreading the concept of life design, and promote our program.
33

OPERATIONS
We have the costs including office rentals, utilities and office supplies. It also includes legal, design, travel costs,
logistics, etc.
PEOPLE
We spend in employee salary and benefits. Besides, We invest in people, such as employee training and
certification program.
R&D
We develop the learning materials and methodologies, which would match the client’s needs in time. Also, we
establish a digital platform for remote learning and other education activities.
MARKETING AND PARTNERSHIP
We spend in acquiring customers and building partnerships in the industry.
// Business Model
/Cost Structure_/
34

PROGRAM FEES (PRIMARY)
Freemium model: new participants are eligible to take free sessions, and decide if he or she
wants to become a “formal” participant.
Membership: we offer subscription service so that participants are able to take unlimited number
of sessions for each month. It covers digital platform, online lecture, workshop, lifelong coaching,
etc.
Extra charges: for special sessions or field trip team projects, participants need to pay for the out-
of-pocket fees, covering travel, accommodation and service costs.
LOCAL CHAPTER LICENSING (PRIMARY)
We license the 3rd party in using our logo and other visual identities, education methodologies
and materials in hosting the local chapters serving the local community.
// Business Model
/Revenue Streams 1_/
35

// Business Model
/Revenue Streams 2_/
CUSTOMIZED EDUCATION PROGRAM
We offer the customized life design program for individual, enterprise and education institutions.
LIFE DESIGN EDUCATION SUMMIT
We host the annual conference with the industry and other local chapters.
CERTIFICATION
We offer training program and certifications for workshop facilitators or life designers.
PUBLISHING SERVICE
Our materials can be available for purchase, for example, toolkits, textbooks, lecture videos, etc.
36

//Strategic Planning
/User Acquisition_/
FORMAL PARTICIPANTS
As long as the customer relationship
has been built up customers are
encouraged to take our service on the
long run besides the program.
ALUMNI
Alumni would be also able to spread
the influence through word-of-
mouth and convert people into new
customers.
$
Incentivize trial users to become formal
participants with discount and free
activities, such as meetup.
0
People who have interests but are
unsure how they can fit into the
Program.
On-site Intensive Program: Enjoy 1
day session for free
Part-time Program:
Enjoy 1 week session for free
TRIAL USERS
Enrolled in any of the Programs
They’re eligible to take the full
benefit of study package compared
with other type of customers.
They’re the contributors of the
primary revenue stream.
Both Programs are in rolling basis
new participants are allowed to join
at anytime.
As the participants complete
the Program, they will join the
alumni network.
They’re still able to take any
single sessions with a special
alumni discount.
Lifelong peer coaching will be
offered for free.
Life longShort term
$$
38

1. 3-WEEK ON-SITE INTENSIVE PROGRAM
● 10 hours online/on-site lecture + 30 hours workshop/field trip/team project per week
● Get access to all of the lectures, workshops and other on-campus activities in San Francisco campus.
● Get access to digital education platform.
● Available for graduate students in summer, academic year 2018-19.
● Out-of-campus activities, such as travelling will be charged in separate.
● Trial users can take 1 day session for free.
● Price: $4,999
1. 3-MONTH PART-TIME PROGRAM
● 10 hours online/on-site lecture + 30 hours workshop/field trip/team project activities per month
● Get access to all of the lectures, workshops and other on-campus activities in San Francisco campus.
● Get access to digital education platform.
● Available for working professionals and graduate students.
● The program admission is in rolling basis. (pay-as-you-go)
● New participants are allowed to drop in at any time.
● Price: $3,999
// Strategic Planning
/Pricing Plan 1_/
39

// Strategic Planning
/Pricing Plan 2_/
40
3. SINGLE SESSION
● Available for trial users and alumni.
● The theme of activities can be separated from any of the Program.
● For example, single workshop session, group field trip for final project.
● Price: vary

GLOBAL CULTURE
Being highly adaptive is becoming a requirement for all
citizens in a dynamic networking and business landscape of
global culture.
LEARNING SHIFTS
Learning experiences are organic and self-organized (e.g.
students can decide how to learn)
Hands-on approaches with “real-life” challenges to counter
increasingly online existences
Focused on values-based learning: academically, socially and
emotionally
In this era of interconnection,
disconnection, and rapid change, it is
vitally important to offer young people
opportunities to dialogue and build
understandings with peers from
different backgrounds.
// Market Analysis
/Socio-Cultural Shifts_/
42

// Market Analysis
/Market Growth 1_/
International student enrollment in all academic levels and participation in OPT are continuing to be on the rise over
the years, at 2% growth in 2010 to 7% growth in 2017.
Source: Institute of International Education, "International Students by Leading places of origins, 2010 - 2017" Open Doors Report on International Educational Exchange
(Washington, DC: IIE, 2015), available online.
43

Of which, active F & M students, exchange visitors and their dependents, from Asia, grew to 914, 052, an
increment of 7.7%, between March 2015 - March 2016.
// Market Analysis
/ Market Growth 2_ /
44

Taking a closer look at Asia, between 2015 and 2016, Chinese students remain the largest representation, consisting of 353,
069 active students as of March 2016. While the number of students from India studying in the US grew from 148,360 to
194,438, increasing by 31.1%.
// Market Analysis
/ Market Growth 3_ /
45

914,052
77% of total
Active students
from Asian nations
353,069
⇧7.9%
Active students
from China
1.18 Million
⇧6.2%
International students in the
US pursuing a full program
of study as of March 2016
// Market Analysis
/Capturing the market /
While we are only focusing on 22-35 year-old young graduates or working
professionals who are Chinese non-immigrants in the US, eventually, there are
further opportunities to scale the Life Design Studio to cater for the larger Asian
communities in the US, who are foreigners.
175,443
⇧3.6%
Graduates +
OPT holder
from China
46Source: Institute of International Education, "International Students by Academic levels and place of origins, 2010 - 2017" Open Doors Report on International Educational
Exchange (Washington, DC: IIE, 2015), available online.

Out in the market, existing solutions offer only part of what we’re
trying to put together.
Further, there’s known to skills gaps in college graduates entering
the workforce. Employers often find most often lacking in new
graduates are how people get along with each other, communicate,
work in teams, and solve problems.
There hasn’t been any learning and development program that
integrates the advancement of personal leadership, social, cultural
and emotional intelligence yet.
“The best part of the adult learning market right
now is a lack of a leading company. In K-12, there
is just so much competition. You go to a
conference, and there are 30 other products just
like yours. In the adult market, it’s just not like
that. People are waiting for something. They’re
starved for some solutions. So, I think, there is
more room for innovation and for small companies
to do well and to be heard.”
- Vinod Lobo, CEO of Learning Upgrade
// Market Analysis
/Market Opportunity_/
47

49
The Stanford Life Design Lab applies design thinking to
tackling the "wicked" problems of life and vocational wayfinding.
http://lifedesignlab.stanford.edu/
● Offered at 3 tiers - Designing Your Stanford (Freshmen & Sophomores); Designing Your Life (Juniors &
Seniors); Designing The Professional (Graduates & Postdocs)
● Tackles problems of life & vocational wayfinding
● Personalized, though applied DT
● Offered as - courses in Stanford
● Resources - books, design tools, network of collaborators, Stanford's courses
// Competitive Landscape
/Stanford Life Design Lab/

50
Business Model You, LLC, is located in Portland, Oregon
in the United States, and was formed expressly to
develop, extend, and implement the Business Model
You® career design and talent management
methodology. http://businessmodelyou.com/
● Founder & bestseller author offers workshop and training sessions.
● Founder & bestseller author hosts certification program for people who want
● Online courses are provided to get access to anywhere.
/Business Model You/

51
Good Life Designed was born out of the idea that all
people have incredible potential but often the questions
of "what do I want" and "how do I get there" are easier
left unanswered.
https://www.goodlifedesigned.com
● A platform for to effectively share, coach and mentor the people who are committed to pursuing their
fullest potential and design their best life.
● Accessible to everyone from high school students deciding where to go to school to baby boomers
redefining themselves after a 20+ year career.
● Offered as - Online course, mentoring, workshops, retreats, “designer circles”
/Good Life Designed/

52
Green Pastures combines Choice Theory and the
teachings of the Bible, to help youths face
challenges to live a worryless quality of life
http://www.greenpastures.com.hk/
● Students will be sure and make good use of the resources of Christian faith, from the experience of life, to
identity and affirm their own values, frankly facing life, defeat and lost.
● Recognize the true face of anxiety, effectively deal with positive and negative emotions. Apply positive
thinking in life, turn stress into motivation; make a better choice for your life in the challenges and worries
of your life and become healthy and happy
● Offered as - Lectures, group seminars, group activities, practice
/Green Pastures/

53
The Interchange Institute was founded in 1997, with the
goal of using the founder’s psychological and research
expertise to increase knowledge about intercultural
transitions, and then turning that knowledge into
practical products for real people.
http://www.interchangeinstitute.org/
● Train individuals, couples, families, and multicultural work groups, assisting them in understanding the
challenges of living and working with people from other cultures.
● Offered as - Seminars, Consulting, Webinars, Trainers’ Training
/The Interchange Institute/

Curriculum
Personal Leadership*
Cultural Intelligence*
Social & Emotional Intelligence*
Industry attachment
// Positioning
/Differentiation/
54* Refer to glossary in Appendix
First-mover advantage: Since we are the first in the industry covering Personal Leadership, Cultural Intelligence, Social &
Emotional Intelligence and industry attachment, it brings us the advantage to hold the market position and make profit.

55
Stanford d.life Business Model You Good Life Designed Green Pastures The Interchange Institute
Positioning Stanford elective: career +
school + personal
development
Bestseller: career
development
Life development +
female leadership
Therapy + personal life
development
Cross-cultural life
development (research +
training + publication)
Target Customers Stanford students Career advisors,
entrepreneurs, business
leaders, working pros
College students, working
pros
Adult, family, children,
therapist, educator,
religious group, industry
peers, school and college,
clinical group
Cross-culture newcomer,
enterprise,
Geographic Market Stanford + online Netherland, US, Japan,
Spain, Germany + online
Los Angeles + online Hong Kong and
Singapore
International (English-
spoken countries)
Product & Service Book, curriculum (w/
facilitators), community,
learning tools, online
course
Book, personal/enterprise
training, certificate,
community, learning tools,
online course,
Book, mentorship, online
course, workshop, retreat,
community
Book resell, mentorship,
lecture, workshop, clinical
training, community
Public speaking,
consulting, book, webinar,
training, community
Competitive
Advantage
Stanford branding,
founder’s background,
content
Founder’s background,
bestseller, author content,
enterprise client portfolios
Founder’s background Founder’s background +
therapist team
Founding team’s
background (e.g. cross-
culture)
Disadvantage In-class activities are not
open to the general
public (physical space
limitation), the founding
team is not diversified
globally
Less reputation, the
service experience is
highly replied on Dr.
Timothy Clark, the
founder himself
Less reputation, the
service experience is
highly replied on Pernille
Spiers-Lopezl, the
founder herself
Less resource in “life
design”
Less reputation
Target users limit in
English-spoken countries,
Less resource in “life
design”

// Competition Landscape
/SWOT Analysis_/
STRENGTHS
A founding team with background of
art and creatives, coaching, education
and consulting is culturally relevant
the target users
Holistic service offering that integrates
an all-round self-development
S
WEAKNESSES
Difficult to measure the learning
outcomes and track participant’s
performance on a long run
Hard to control service quality
with a “decentralized business
model”
OPPORTUNITIES
Trend of “design thinking + X”
Targeted toward a growing market of
international students in the US
Few solutions focus on foreign
communities
Growing consciousness in self,
community, society as well as
education industry
THREATS
Socio-political influences may
have a chilling effect of future
number of incoming
international students
The shift of industry: top
universities and colleges may
start their own program, such as
Stanford d.school
W
O T
56

// Positioning
/Competitive Advantage/
57
In “differentiation focus”
generic strategy, we offer
original education content and
facilitator certification to
deliver differentiated service
experience, which matches the
needs of foreigner
communities in the US.

Life Design Studio
differentiates itself from other
life development programs by
offering services, which cover
Personal Leadership, Cultural
Intelligence and Social,
Emotional Intelligence as well
as industry attachment.
Furthermore, unlike traditional coaching programs, we take a way of
experiential study with creative thinking and supportive resources with
a global perspective.
We build a decentralized business model, meaning we empower
educators and designers from the local communities to start their own
program, and even develop their own service experience for the local
clients.
We take the niche market - foreigner community in the US as the
primary target users. From the very beginning, we will develop the
service experience especially for Chinese community.
// Competition Landscape
/Our Positioning_ /
58

// Operational Plan
/Implementation Roadmap_/
Year 1 Year 2 Year 3 Year 4 Year 5
Stages Build + Test Launch Grow Expand Scale
Milestones - Develop curriculum
- Build faculty team
- Set up certificate
program (facilitators)
- Develop website and
digital platform
- Launch pilot program
- Build initial
partnerships
- Launch online
service and
education program in
San Francisco
- Publish online
content and expand
alumni community
- Expand partnerships
- License local
chapters in New York
and other major
cities, and start to
accept program
enrollment
applications
- Provide customized
study program
(enterprise,
education institute,
etc,)
- Publish books
- Host the 1st Life
Design Summit
- License lecture
videos on other self-
study websites
- License local
chapters in the rest
of the country
- Host the 2nd Life
Design Summit
- Expand business line
by offering education
program for clients
with non-Chinese
background in the
US
- Host the 3rd Life
Design Summit
Key Assumptions - Key partners will
provide part of the
learning materials
and project field trip
site
- People are interested
in becoming
facilitators through
the certification
program
- The internal team has
the capacity to self-
develop study
content
- Online education
experience can
seamlessly merge
with in-class
experience
- Education/training
schools are
interested in paying
for the certification
service
- Licensing content
would drive enough
tractions that would
convert to clients
- The same program
methodologies and
education
frameworks can be
applied to
participants from
other communities
60

Year 1 Year 2 Year 3 Year 4 Year 5
Stages Build + Test Launch Grow Expand Scale
Engagement - In the pilot program
(public), only accept
clients by employee
or friend referral
- Launch basic
functional website
and online
community
- Open social media
channels (Facebook,
Twitter, LinkedIn,
YouTube, etc.)
- Start media outreach
- Start social media
campaign
- Start meetups in the
public and
universities
- Start to partner with
Chinese overseas
study agency for
promotion
- Certify facilitators for
3rd parties
- Establish cross-
culture research
center
People Plan - Select mentor
candidates
- Hire curriculum
development and
faculty team
- Hire marketing, PR &
sales team
- Build a local team
(faculties, instructors,
facilitators)
- Build a licensing
service team
- Hire marketing and
event planning
agency
Key Barriers - Find the right
partners
- No learning materials
available in the
market
- Discover the right
channels and get
clients
- How can we build a
qualified faculty
team?
- Will customized
program be
successful?
- Record high quality
content of lecture
video
- Is other community
market size large
enough?
- How can we offer the
best service
experience to other
foreigner clients?
De-risking - Rely on DMBA
community and
professional
networks from past
working experience
- Customer-oriented
service design with a
strong team
- Value iteration
process in the
program
development
- Foster a team culture
of diversity and
inclusion
- Control the operation
cost
- In the same time,
evaluate the
influence of online
education
- Develop a 3-months
pilot program to
prototype it before
starting to license
local partners
61

STAGE 1 BUILDING AND TESTING THE EDUCATION PROGRAM (2017-2018)
● Organize a lean organization team of 40 people with a collaboration of strategic partners, such as content
development, education, sales & marketing, etc.
○ Build an advisory board and mentor team consisted of experts in design, career consulting, education, therapy,
communication, life coaching, etc.
○ Partners include but not limit in tech companies, travel agencies, training bootcamps, design firms and education
companies in San Francisco Bay Area.
○ Examples: Minerva School, Singularity University, Airbnb, Tech Shop, etc.
● Piloting life design program:
○ Phase 1 Run a 3-month internal beta testing program with no more than 10 participants (with the emphasis on
content and customer interactions).
○ Phase 2 Run a 3-month public beta testing program with no more than 30 participants (with real sites). Testers are
recruited through employee/friend referral.
// Operational Plan
/Implementation Plan_/
62

STAGE 1 BUILDING AND TESTING THE EDUCATION PROGRAM (2017-2018)
● Establish internal facilitator certification program:
○ In the beginning, recruit volunteer graduate students from local design and business schools.
○ Examples: California College of The Arts, Academy of Art University, San Francisco Art Institute, SFSU, UCSF, USF,
Hult International Business School, etc.
○ Hire a part-time facilitator team consisted of designers, strategists, consultants, etc.
○ Examples: IDEO, Gravity Tank, Scansion, Frog, DX Labs, Stanford d. school, etc.
● Build a lean version of digital education platform with basic functions available.
// Operational Plan
63

STAGE 2 LAUNCH THE SERVICE IN SAN FRANCISCO BAY AREA (2018-2019)
● Accept the batch 1 participants (totally 1 full-time + 3 part-time programs over the year)
○ On-site intensive program: 3 weeks (10 hours online/on-site lecture + 30 hours workshop/field trip/team project
activities per week), available for graduate students in summer, academic year 2018-19.
○ Part-time program: 3 months (10 hours online/on-site lecture + 30 hours workshop/field trip/team project
activities per month), available for working professionals and graduate students. The program admission is in
rolling basis. (pay-as-you-go)
● Improve the overall education experience (online + physical)
○ Complete the fully-functional digital platform
○ Hire a service design team (in-house and/or external)
// Operational Plan
64

STAGE 2 LAUNCH THE SERVICE IN SAN FRANCISCO BAY AREA (2018-2019)
● Launch the new service - customized education training program
○ Add customized program as an extra income stream
○ Target graduate school career office and enterprise HR department
○ Allow graduate students to take the program for academic credits
○ Start to reach out to education institutions and tech companies in San Francisco and New York city through
office visits, cold calls, exhibitions and conferences
● Launch marketing campaign in universities and conference
// Operational Plan
65

STAGE 3 GROW USERS AND EXPAND TO OTHER CITIES (2019-2020)
● Launch the new service - local chapters licensing
○ Support local partners in establishing chapters in New York and other major US cities
○ Allow local partners to use our branding, education materials & methodologies
○ Set up licensing rules and guidebooks
● Launch the new service - Global Life Design Summit
○ Host the 1st annual conference inviting industry and local partners
● Launch the new service - book publications: study materials
○ Education textbooks are available for sale by working with publishers
○ The books are made for people who are unable to join the program or want to keep learning after the program
○ Add publications as an extra income stream
● Launch the new service - the 3rd party facilitator certification program
○ Add the certification program as an extra income stream
○ The program is designed for both internal facilitators or external designers who want to host their own workshops for the
public or corporate internal training
○ Convert past clients (alumni) into facilitators
// Operational Plan
66

STAGE 4 EXPAND TO OTHER US CITIES
● Online education partnership plan
○ Work with the 3rd party MOOC platforms in Life Design online education
○ Examples: Coursera, CreativeLive, Udacity, Khan Academy, etc.
● Local chapter licensing service in the rest of the country
○ Set tier2, 3 cities as the new growth market
● Invest in global culture R&D center
○ Work with academics in research
○ Convert research outcome into education content
○ Organize a team with a background of education, design, anthropology, sociology, etc.
Operational Plan
Implementation Plan
67

STAGE 5 SCALE THE BUSINESS COVERING NON-CHINESE CLIENTS
● Continue setting US as the primary market
○ Expand clients to non-Chinese foreigners
○ Run 3-months pilot program in San Francisco headquarter
○ Start licensing service for non-Chinese partners
● Build nationwide education networks
○ Allow clients to take programs more conveniently in any place just like “ClassPass” for fitness studios
LONG-TERM PLAN
Expand the business to mainland Chinese market and the rest of the world targeting foreigners in the local community
// Operational Plan
68

//Operational Plan
/Risk Analysis 1_/
PRIMARY RISK 1 - LOSE THE CONTROL
Lose the control of service quality because of licensing and decentralization mode.
Derisking
Prototype the licensing program and establish strict licensing rules and guidelines.
Primary Risk 2 - Low Revenue
Caused by either too small-sized niche market or over expensive service charge.
Derisking
Conduct quantitative market research and prudently estimate the market size for target customers in each community.
Identify the industry bench market service charge while considering the operation cost. Make A/B testing on the price and
develop loyal customers.
Primary Risk 3 - Hard To Assess The Learning Outcome
Since consulting/coaching service brings more complexity of human intelligence it might not be easy to measure
participants’ learning outcome from the personalized service experience.
Derisking
Set customer satisfaction and relationship as the priority, and grow people with lifelong impact with particular services.
69

//Operational Plan
/Risk Analysis 2_/
Primary Risk 4 - Free Rider’s Effect
Established education companies or competitors “copy” our business model.
Derisking
Develop intellectual property, such as education content and certificate.
70

// Financial Analysis
/Profitability/
● Gross profit grows from -$36,000
to $17.6million, 4yrs CAGR 143%
● Net income grows from -
$0.92million to $5.2million, 4yrs
CAGR 173%
● 4yr average gross margin 86%
● 4yr average net profit margin 23%
72

/Revenue Sources (2018)/
● Top 3 revenue sources are
customized program (28%), full-
time program (26%) and part-time
program (24%).
● Top 3 revenue sources contribute
$2million, $1.8million and
$1.7million respectively.
73

/Revenue Sources (2021)/
licensing (34%), customized
program (22%) and full-time
program (15%)
$8.1million, $5.3million and
74

Financial Analysis
Revenue Sources (2021)
licensing (34%), customized
program (22%) and full-time
program (15%)
$8.1million, $5.3million and
75

Financial Analysis
Team Growth
● Education team includes
instructors, coaches,
advisors, facilitators, etc.
● Education team increases
from 21 to 89.
● Operation team includes
marketing, sales, content
development, R&D,
engineering and design.
● Operation team increases
from 19 to 116.
76

/Income Statement_/
77
https://docs.google.com/a/cca.edu/spreadsheets/d/1iGj2VxY1hTl_5yBsjioW8
TBow_taMM-NPFpUuT3JySQ/edit?usp=sharing
More details:

We measure the success of our social venture by two dimensions of the impact: social and business.
COMMITMENT TO MISSION
Life Design Studio comes with the social purpose that we support people in achieving self-actualization. The purpose
needs to generate compelling results that would convince our investors that we are mission-driven. Specifically, we have
following metrics:
● # of participant enrollment
● Participant dropout % in the Program
● Degrees of satisfaction before and after the Program - is the participant satisfied with his/her reality compared with
self-expectation?
● Feeling of adaption comfortability in the new culture environment before and after the Program
● Make the change - how does the participant make any change after the Program?
● Engagement - how does the alumni engage with the community?
// Measure of Success
/Business + Social Impact_/
79

INVESTOR RETURNS
Risks and returns are justified in alignment with the social impact.
● # of alumni and participant base
● % of new participant growth
● % of revenue growth
● Gross profit margin
● Net profit margin
● ROI
// Measure of Success
/Business + Social Impact_/
80

● Micro-learning tool platform
● Global organization: event/student
project
● promotors: school, overseas study
service agency, exhibition,
conference
● Private sector & Industries &
practitioners
● Academic partners
● Foreigner community chapters
● Curriculum content creation
● Faculty training & certification
● Lecture
● Life coaching
● Workshop
● Mentorship
● Customized-modular life design
program
● End-to-end: Embedded “Fun &
Play”
● Friends, families & peers etc
co-creation workshop
● Bring design methodology into
personal development
● Enough challenge (room for failure
& experimenting) to make a real
difference and promote growth
● Team/individual project with
immersive global experience
● Customized, personalized
approach
● Lifelong coaching (post-program)
● Alumni community
● Physical space
● Curriculum & Pedagogy
● Content & materials
● Online & Offline platform
● Staff/faculty
● Advisory Council
● Online - Digital Platform
● One-on-one in-person relationship
● co-creation with multiple
stakeholders
● Self-Service - Self directed learning
(offline)
● Automated services - Online digital
platform
● Personal Assistance - Learning &
development phases
● young Chinese at 22-35 years old
● graduate students + entry-level
working pro
● 1) eager to find out the positioning
between self and society but has
not yet
● 2) eager to find out the positioning
between self and society but does
not know how
● 3) Has found out the positioning
but failed to know the path
● 4) Bothered by more realistic
problems: study, work, relationship,
etc.
● 5) Initial dreams, but not taking
any action yet
● 6) Haven’t had exposure to
industry experience
● Rental & utilities
● Remuneration package - Salaries, rewards, benefits
● Brand development & Marketing efforts
● Content development
● Digital & media Design & Creation
● Ops & Logistics
● Course R&D
82
● Word-of-mouth
● Social media & Insight
leaders
● Cross-promotion
● Website
● 3rd Party Online
learning platform
● Meetup & Conference
● Standardized Program fees
● Local chapter licensing
● Enterprise program fees
● Conference tickets
● Certification annual charges
● Publishing

/Glossary_/
83
Cultural intelligence is a term used in
business, education, government and
academic research. Cultural
intelligence can be understood as
the capability to relate and work
effectively across cultures.
- Wikipedia
Emotional intelligence is the capacity to
be aware of, control, and express one's
emotions, and to handle interpersonal
relationships judiciously and
empathetically.
- Google dictionary
Personal leadership is the leadership of
the self. It is the ability to define a
direction for your leadership and life, and
to move in that direction with consistency
and clarity. When you practice personal
leadership, you “lead from the inside out.
Source:
www.joellekjay.com/author/whats-your-
personal-leadership-iq/
Psychologist Nicholas Humphrey
believes that it is social intelligence,
rather than quantitative intelligence,
that defines humans. The original
definition by Edward Thorndike in
1920 is "the ability to understand and
manage men and women and girls,
to act wisely in human relations".
- Wikipedia

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