2. 1.Executive Summary
Mission Statement: A community oriented program to end unnecessary fatalities and unite
communities and law enforcement agencies.
Altercations between civilians and law enforcement is one of the most trending topics being
exploited by the media in the United States today. In an effort to unite communities around the
nation, we formed United Community Protection Organization (UCPO). UCPO is an educational
service designed to educate students on the proper etiquette to use in a situation with law
enforcement. This program is designed to reduce the number of unnecessary police and civilian
fatalities to create an amicable ambiance between both parties. Our teams will provide fun and
educational presentations to students or train and certify teachers, and police officers to instruct
this program in our schools.
UCPO would like to see itself become a leader in educational programs alongside the greatest
organizations in the industry like DARE. We want to be a professional yet fun organization not only
concerned with our program’s participant individual success but rather the collective unity of the
their surrounding communities. Objectives we would like to reach over the upcoming years are
continued superior customer service, receive awards and be recognized for our top quality
program, and reach $1,000,000 per year in sales after the 7th year.
Our customers are first and we strive to secure their loyalty through top quality service. We value
our Employees and will assist them in achieving their full potential. We are a professional
organization and drive to excel in everything we do. We are designed to make our communities
better places in which to live, work and grow as a whole.
3. 2. The Product/Service
Unique Features
UCPO’s Professionally Engineered Program - This program features a one of a kind,
unmatchable solution to an ongoing issue facing our society. It not only meets but
surpasses the desired need for a solution. The benefits that each customer receives are
peace of mind, community unity, family safety, and financially affordable solutions. Our
program was developed by an elite team of psychologists, sociologists and political
scientists that analyzed the socio-political intricacies of law enforcement in various
communities around the nation.
Online Interactive Program: The online sector of UCPO features an at home, on the go,
quality study which educates the user in an interacting way, featuring:
o Games
o Quizzes
o Videos
o The benefits are convenience, peace of mind, community unity, family safety and
financially affordable solutions.
T-Shirts, Apparel and Accessories: These additional products sold by UCPO feature high
quality production to represent the quality our organization takes in every aspect we
function in. The benefits are pride in your cause, peace of mind, community unity, family
safety, and financially affordable solutions.
o T-Shirts (Small, Medium, Large, Extra Large, Extra Extra Large)
o Bumper Stickers
o Pencils
o Mugs
o Keychains
o Water bottles
o Certificates of Completion
After purchasing one of our products or services UCPO offers unbeatable customer
support, follow-ups, and refunds (all products except the service).
Market Analysis
The Education Industry is without question a growth industry. With growing population and the
constant demand for not only higher education but more effective educational systems all around
as well.As the problemour organizationis designed to address becomes seeminglymorefrequent
we expect to see an even greater window into this industry open up. We will be more than ready
for this challenge and greater demand and will take full advantage of the opportunity when
presented.
4. Strengths and Core Competencies we at UCPO possess are analytical thinking, management skills,
leadership, interpersonal skills, excellent communication, ethics, client service,conflict resolution,
decision making, creative thinking, continued education, technological skills, initiative, and
flexibility.
Limitations
Legal Environment: We will need a copyright for our material so that it cannot be duplicated. We
will also need insurance benefits for our employees being that they will mostly be on the road to
travel from and to workshops.
Competitive Advantage
UCPO plans to take the initial first step and become the first organization to offer this service, we
will grow and develop our professional brand name and customer loyalty and use this to our
competitive advantage to stifle any potential competitors who try to enter the market and take
away market share. Our quality will be unbeatable while our prices remain affordable but not
cheap to resemble the quality of our organization. Uniqueness is our goal.
Our program was developed by an elite team of psychologists, sociologists and political scientists
that analyzed the socio-political intricacies of law enforcement in various communities around the
nation. We are the first organization to come to market with this service concept and the only
organizationwith such advanced technology and knowledge behind our program.Wedifferentiate
ourselves from the competition by specializing in a specific market niche that other organizations
such as D.A.R.E. tend to just glance over. By being focused on this specific niche we are able to
stay one step ahead of the competition.
Demographics and Products
Our expected starting locationis to be in northern New Jersey.We fullyexpect to possess an office
space capable of handling our current needs while also offering reasonable room for expansion.
This is until it becomes necessary to fully expand and open multiple locations with a national
headquarters location. Location is important to our customers because they require easy access
to us as do we requireeasy accessto them. Distributionchannels we plan to utilizearedirectsales,
our own sales force, and internal representatives.
The Economics of the Business
The Education Industry offers UCPO an unlimited potential for growth and offers relatively low
and limited barriers to entry making it an ideal and attractive market to enter at this time.
Potential barriers for UCPO that still exist are high capital costs, high marketing costs, unions,
consumer acceptance and brand recognition, and training and skills. Changes in technology,
government regulations, the economy, and the industry can create potential limitations for UCPO
by restricting the availablemarketshare,raising costs,reducing profitability,outdating equipment
and software, and disrupting the structure and strategy of UCPO in general.
5. Marketing Plan
UCPO will take full advantage of two of the most common marketing techniques used today. Our
marketers will run a full social media campaign alongside we will use word of mouth to spread our
name around. The cost benefits and success of these two strategies are exceptional. Other
methods will be used as well, such as contacting and presenting our organization directly to
leaders of school districts, law enforcement bureaus, government figures, and union
representatives. We plan on developing our existing network of professionals to assist in
spreading the word. We understand how important brand recognition and appeal is so we will
develop a creative original logo alongside with brochures and other documents to be dispersed
and spread the word of our organization.
The cost of the above tactics can be estimated at $47,900 for startup and will continue ongoing
with estimated increases of $30k in marketing expenditures each year to follow.
Pricing for our organization is not focused on having the lowest cost, we will provide the highest
quality and most professional service possible. In the education industry having the lowest prices
isnot a necessity or determining factor for success. For example,look at tuition costs. Our methods
for setting prices will be determined in a fashion that allows us to generate high revenues so that
we can continue to grow and yet refine the service while keeping the competitive edge that way
our customers assured they are provided with the best possible service they can get.
Our expected starting locationis to be in northern New Jersey.We fullyexpect to possess an office
space capable of handling our current needs while also offering reasonable room for expansion.
This is until it becomes necessary to fully expand and open multiple locations with a national
headquarters location. Location is important to our customers because they require easy access
to us as do we requireeasy accessto them. Distributionchannels we plan to utilizearedirectsales,
our own sales force, and internal representatives.
Stage of Development
UCPO is currently in the developmental stage. Our program is almost perfected, still undergoing
the statistical and analytical research for all hypothetical situations involving interactions between
civilians and law enforcement officials. in order to effectively develop this program, our team of
developers must find the optimal solutions for risk management. Once the program has been
developed, our educational team will develop informative workshops based on varying
demographics to appeal and suit the needs of our wide range of participants. The estimated time
of completion is one year before the launch of the program.
Research and Development: 6 months
Educational Program Development: 3 Months
Educational Team Training: 3 months
Legal Restrictions and Rights
UCPO will ensure that all materials and programs will be original. With our potential competitor
D.A.R.E. we would stray away from their mission and focus for the development of their
6. program. Currently there isn’t an actual legal restriction to developing our program and
advertising our main focus. Our first to getting access would be to get an approval from the
school board, so that our presentations are acceptable for each grade level. UCPO wants to
ensure that we have a great amount of supports throughout the community. The school board
would be the only way that UCPO would not be acceptable to present our materials in the school
district, but with their support and approval we would not have an issue.
7. 3. The Industry and Market
Current Industry
Education is rapidly becoming a $1 trillion industry, representing 10% of America's GNP and
second in size only to the health care industry. Federal and State expenditures on education
exceed $750 billion. Education companies, with over $80 billion in annual revenues, already
constitute a large sector in the education arena.
UCPO would like to capture at a minimum 1% of the total market $1 trillion industry which would
result in a potential $10 million in revenue.
The current demand for UCPO’s particular service in the education industry is high. Trends in this
industry arehighest in growth, in 2006 there were 55.1 millionstudents attending school ingrades
K-12, all of whom are potential clients for educational services and that number is expected to
increase to 74 million by 2015. The industry is largely fragmented with the top 50 companies
accounting for only 30% of the total $19.8 billion in revenue in 2008.
The Competition
Currently as of March 12th, 2015 there are no known competitors offering this service. Needless to
say potential threats are inevitable and competitors will likely attempt to enter the market after
the launch of UCPO. Asa company wewill alreadybemultiplesteps ahead ofpotential competitors
trying to enter the market because we will keep up with the rapidly changing market, industry,
and business world while also taking the necessary measures to foreshadow and make sure we
are ahead of and or prepared for imminent opportunities and threats.
Customers
School Districts and Law Enforcement Bureaus
K-12 and College Students
Male and Female
All races/ethnicities
Within the continental United States
Income ranging from $0-100k+
All social classes and occupations
Any education level
8. 4. Financial Projections
Pricing
Pricing of UCPO’s service will be a purchase of our top notch professional licensed material and
also on a per student basis. Other products sold by our organization will be purchased separately
or as a combined package if the educational institute wishes for example to hand out shirts to
students.
Sales Revenue Forecast
Trends in this industry are highest in growth, in 2006 there were 55.1 million students attending
school in grades K-12, all of whom are potential clients for educational services and that number
is expected to increase to 74 million by 2015. The industry is largely fragmented with the top 50
companies accounting for only 30% of the total $19.8 billion in revenue in 2008.
Cost Forecast
Estimated income Total Budget
Forecast/
Prediction
Actual
Grants 30,000
Subscriptions 14,000 2,000 1,300
Sales 13,000 500 700
Donations 23,000 3,000 1,200
SocialMedia campaign 18,500 10,000 9,000
Presentations 55,300 22,000 22,000
TotalIncome 153,800 37,500 43,200
Estimated Expenditures
Rent 13,200 1,100 (monthly) 1,100
Supplies 11,000 1,200 1,200
Telephone 4,000 400 650
Maintenance 2,500 200 150
Computer equipment 1,500 1,500 1,300
Staff Salary/wages 100 100 100
Staff Insurance 15,600 1,400 1,400
Total expenditure 47,900 5,900 5,900
Net income/Loss 105,900 31,600 37,300
9. 5. Future Action Plan
Start-Up Capital
With our startup cost close to $200k, UCPO will have several expenses during the beginning of
starting off the program. There will be expenses that will have to be managed on a monthly basis
while the other expenses will be maintained by our professional accounting office. Some of our
start off cost that will be sure to be handled first is the insurance benefits for our employees who
will be trained to facilitate our program. UCPO wants to be sure that our employees are insured
from any incidents while traveling from and to our office during office hours. Being sure that our
employees are safe is important to UCPO. We would also need to pay for the car insurance that
would allow our employees to transport our products to and from the workshop locations.
Our headquarters will be a monthly expenses due to the building we would rent to keep our
services active. This would also include the utilities and maintenance fees that would be included
in our monthly statement.
To ensure our employees know about our service UCPO would train them for 2-3 weeks, which
they’ll be paid for. It is important that they know the materials and information they’ll teach to
their audience and how to present the information. Presenting the information is the easy part of
the workshops, but the information can change due to the environment and statistics from the
law enforcements. Our employees would need to be certified and well trained to ensure that our
young audience grasp to the information well.
Other expenses that will be spent to increase our programs visibility and reputation is the social
media campaign. It is estimated at $100k to run a full social media campaign and will continue an
ongoing increase to $30k just in the marking expenses each year. UCPO would pay social media
sites to advertise our services by adding sidebar advertisements on their members’ pages. Other
advertisements, such as word of mouth, would be paid through our hour salary employees who
would tell other friends and family members about our service.
Sources of Start-up Capital
UCPO will find itself more profitable and successful after presenting a full year of continuous
advertisements, positive word of mouth testimonies, trustworthy employees, and strong
statistical data. With an estimated $1,000,000 per years in sales just after the first year of services
UCPO will generate more than our main competitor; DARE. As an educational service company
who will manage to exceed over $80 billion in annual revenue, finding different
participants/students to educate would not be an issue. Thereis a strong demand for servicessuch
as ours especially with the increase in the amount of young adults being incarcerated due to the
lack of knowledge about their rights.
Our companies estimated incomeand expenses areall based on the amount of students we serve,
the amount of workshops we would have monthly, the amount of products needed to facilitate
the workshop, and the amount of hours to prepare for such presentation. With a projection to
facilitate 20-30 workshops 4 days a week, UCPO hopes to increase our service after the first year.
10. All of our 100 employees would each have the experience and skills to present and educate others
about our services. We would have a 30% profit increase after our first year due to the amount of
demands we would soon inquire.By having such a greatprogram that would continuous work with
young adults in the school system UCPO would be able to have many new faces in our workshops.
With many students heading to a higher grade level, UCPO wouldn’t always have to change their
services but prepare the workshops for the upcoming participants who would attend the
workshops.
Facing losses would not be a common issue for UCPO due to the amount of students who would
always be registered in the school districts every September. There wouldn’t be a loss in profits
but an increase if a school district decides to allow an overload of students in one year. We project
that every workshop being presented will have enough students to present our information to.
Further Information Needed
Break-Even Analysis: Our break even analysis would be constructed based off the amount of
workshops we facilitateona weekly basis which would alsoinclude the amount of employeeswho
areinvolved in the presentation. Our projection of breaking even will ensure that our salesvolume
is met and all of our costs are all recovered. Facilitating an average of 25 or more presentations a
week for 4 days a week, monthly will allow the company to gain profits and break-even from all
our cost. Our fixed cost would be the salary wages of our employees who would facilitate the
workshop presentations and also the cost for each presentation session. The variable cost would
include the amount of participants who attend the workshop. UCPO must be sure to have a
minimumof 15 or morestudents to breakeven for each workshop that is facilitatedweekly. (Fixed
Cost/Variable cost= break-even)
Support Needed
Community outreach programs
School Board of Education (Each District/City)
Teachers
Law Enforcement Bureaus
Youth/Students
Parents
