Teach.
Learn.
Your Way.
Introduction• Company: Home Educational Networks, LLC• Founded by four UCLA Extension students• Service: Lesson Builder 2....
Who is home schooling?• 1.1 million children are home-schooled each  year• Reasons: Religion, Distance, Special Needs,  An...
What is Lesson Builder 2.0?• Revolutionary online home-school resource for  parents and students• Aggregates free educatio...
Stakeholder’s Analysis
Company: Core Values             Mission Statement: To help             parents be the best teachers             they can ...
Company: Brand             • Brand & Position: Progressive, small start-up,               tech-driven, community-oriented....
Company: Product Brand                                        Customizable   Shareable                             Flexibl...
Customer: MarketTotal Market: 1.1 Million Students                         Educational Home-    Religious Home-           ...
Customer: Market             Population        Demographics        Market Value                                   Most non...
Customer: Market             What they want:               – Better education than what’s available               – Access...
Company: Positioning             Perceptual MapCompanyCustomerCompetitorCommunity
Competitor: K12.comCompanyCustomer     • K12.com develops their own curriculumCompetitor             • “Developed by curri...
Competitor: K12.com             • Brand & Position: Top notch curriculum,               geared towards academic excellence...
Competitors: Other             Other Direct              Indirect             Competitors             Competitors         ...
Community             • Government currently trying to               regulate home-schooling             • General public ...
Marketing Mix
ProductLesson Builder 2.0 helps parents build lesson plans, quicker and more easily            than ever before
Product: Unique Selling Proposition             Build Lesson                 Plans                            Share on Les...
Product: Key FeaturesUser-friendly interface to build lesson plans• Drag & drop functionality• Assessment Tools    Calenda...
Product: Benefits   Better         FlexibleOrganization                         Total Control   Easier       Choose the   ...
Price• Free for registered users• Pay-per-lesson Pricing Model  – Purchase lessons in marketplace  – Prices set by amount ...
Price: vs. Competition• K12.com Pricing Options:  – $22/course (offers bulk discount)  – Subscription: $29.95/month  – Tea...
Place• Distribution Channels:  – Content Distributed Online  – Book publishers  – Partner with other homeschool & educatio...
Promotion: Content• Communications change as service expands      Growth Phase             $ Phase       “Build &         ...
Promotion: MediaTactic                     ImpressionsEducators 2.0 Conference   (uncounted)Print Campaign             100...
Promotion: Location• Timing: Launch Spring 2011  – Summer Promotion• Location: Rural & Suburban, West & East Coast
Promotion: Objectives• Revenue:  – Our goal = 10,000 customers ($2,000,000)  – Average 12 courses at $20 each ($200/year) ...
Promotion• Seminar Micro-Site (Educators 2.0 Conference)  – All print and web advertising lead to single URL  – Links to L...
Integration Strategy• Integrated campaign that understands the  needs of its target consumer, the parent• One strong messa...
Future Market Expansion•   Remaining 99% of homeschool market•   Expatriate community•   Teachers: Resource for developing...
Future Product Expansion•   University level lesson builder•   Accredited curriculum for high school•   Test prep (SAT, GR...
Teach. Learn. Your Way.
Lesson Builder 2.0 (Spring 2010)
Lesson Builder 2.0 (Spring 2010)
Lesson Builder 2.0 (Spring 2010)
Lesson Builder 2.0 (Spring 2010)
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Lesson Builder 2.0 (Spring 2010)

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Lesson Builder 2.0 (Spring 2010)

  1. 1. Teach.
  2. 2. Learn.
  3. 3. Your Way.
  4. 4. Introduction• Company: Home Educational Networks, LLC• Founded by four UCLA Extension students• Service: Lesson Builder 2.0• Customer: Parents of Home-based Students• Goals: 1% market share by end of 1st year and $1 million in revenue.
  5. 5. Who is home schooling?• 1.1 million children are home-schooled each year• Reasons: Religion, Distance, Special Needs, Anti-Establishment, and Better Education• Commonality: Parents want to be in control• We provide control, options, and simplicity
  6. 6. What is Lesson Builder 2.0?• Revolutionary online home-school resource for parents and students• Aggregates free educational content from the internet and organizes it into lesson plans• Allows parent teachers to build and customize their own curriculums in our easy to use website• Think Wikipedia, but with better organization, trustworthy content, and social networking features
  7. 7. Stakeholder’s Analysis
  8. 8. Company: Core Values Mission Statement: To help parents be the best teachers they can be.Company Vision Statement:Customer To provide the most comprehensive, flexible and rewarding lesson planningCompetitor resource for parents, using the latest Internet technology.Community
  9. 9. Company: Brand • Brand & Position: Progressive, small start-up, tech-driven, community-oriented. The best resource for building high-quality lessons. • Marketing: company blog, online advertising,Company print, affiliate partnerships, marketplace/forums • Strengths: sense of community, allows flexibility,Customer accessible resource, fun • Weaknesses: Relatively new, we don’t createCompetitor our own educational contentCommunity
  10. 10. Company: Product Brand Customizable Shareable Flexible Community- oriented Internet &Company User-friendly Web 2.0 functionalityCustomer Lesson RewardCompetitor Simple Builder Parents &Student 2.0 AchievementCommunity
  11. 11. Customer: MarketTotal Market: 1.1 Million Students Educational Home- Religious Home- Schoolers (48%) Schoolers (30%)CompanyCustomer Behavioral/Special Other Reasons Needs (14%) (9%)CompetitorCommunity
  12. 12. Customer: Market Population Demographics Market Value Most non- Hispanic WhitesCompany Married Couples 1.1 Million students in the $300 Million United States 1 Stay at HomeCustomer Parent Moderate-HighCompetitor Education Levels Middle IncomeCommunity
  13. 13. Customer: Market What they want: – Better education than what’s available – Access to more advanced curriculumCompany – More control & involvement in children’s educationCustomer – More flexibilityCompetitor – More resourcesCommunity
  14. 14. Company: Positioning Perceptual MapCompanyCustomerCompetitorCommunity
  15. 15. Competitor: K12.comCompanyCustomer • K12.com develops their own curriculumCompetitor • “Developed by curriculum experts and course designers individualized for eachCommunity student”
  16. 16. Competitor: K12.com • Brand & Position: Top notch curriculum, geared towards academic excellence • Marketing: Online marketing, affiliate marketing, sales repsCompany • Strengths: Highest quality curriculum,Customer comprehensive • Weaknesses: Price could prevent manyCompetitor potential customers from enrolling, notCommunity a community
  17. 17. Competitors: Other Other Direct Indirect Competitors Competitors Homeschool.com Public SchoolsCompany Time 4 Learning Private SchoolsCustomer ReadWriteThink.org Charter SchoolsCompetitor EducationWorld.com Online SchoolsCommunity
  18. 18. Community • Government currently trying to regulate home-schooling • General public perception that home-Company schoolers are weird & anti-social • Our community is progressive andCustomer socialCompetitorCommunity
  19. 19. Marketing Mix
  20. 20. ProductLesson Builder 2.0 helps parents build lesson plans, quicker and more easily than ever before
  21. 21. Product: Unique Selling Proposition Build Lesson Plans Share on LessonMake $ Plans 2.0 Marketplace
  22. 22. Product: Key FeaturesUser-friendly interface to build lesson plans• Drag & drop functionality• Assessment Tools Calendar & other organizational tools, with up-to-the-minute alerts “Suggested Templates” feature • Initial Survey • Results returned based on special algorithm Option to Share Lesson Plans Option to Sell Lesson Plans on Lesson Builder 2.0 Market Place
  23. 23. Product: Benefits Better FlexibleOrganization Total Control Easier Choose the Financial Planning Right Incentives Curriculum Adapt to Each Building Save Time! Child’s Lesson Plans = Learning Style Fun!
  24. 24. Price• Free for registered users• Pay-per-lesson Pricing Model – Purchase lessons in marketplace – Prices set by amount of content & length – Per quarter: $20 / lesson – 50% of each sale goes to Home Educational Networks, LLC ($10 earned)• Revenue Objective: $1,000,000
  25. 25. Price: vs. Competition• K12.com Pricing Options: – $22/course (offers bulk discount) – Subscription: $29.95/month – Teacher Supported: • $225-$375/Semester • $450-$750/Year
  26. 26. Place• Distribution Channels: – Content Distributed Online – Book publishers – Partner with other homeschool & educational resources• Headquarters: Los Angeles, Ca
  27. 27. Promotion: Content• Communications change as service expands Growth Phase $ Phase “Build & “Choose from Share Thousands of Lessons” Proven Lessons”
  28. 28. Promotion: MediaTactic ImpressionsEducators 2.0 Conference (uncounted)Print Campaign 100,000Online Marketing 400,000 • 500,000 Impressions
  29. 29. Promotion: Location• Timing: Launch Spring 2011 – Summer Promotion• Location: Rural & Suburban, West & East Coast
  30. 30. Promotion: Objectives• Revenue: – Our goal = 10,000 customers ($2,000,000) – Average 12 courses at $20 each ($200/year) – Assuming 2% response rate, we need 500,000 Impressions to real goal – Company Revenue $1,000,000
  31. 31. Promotion• Seminar Micro-Site (Educators 2.0 Conference) – All print and web advertising lead to single URL – Links to Lessonbuilder.com – Tracking codes assigned to all ads – Lessonbuilder.com has dedicated Seminar page• Lesson Master Blog: – Tutorials and tips for Lesson Builder 2.0 – Updates parents with news & trends• Mission is reflected in all communications
  32. 32. Integration Strategy• Integrated campaign that understands the needs of its target consumer, the parent• One strong message: “Teach. Learn. Your Way.”• Involve teachers with the creation of lesson plans and educational content• Allows teachers to earn extra revenue
  33. 33. Future Market Expansion• Remaining 99% of homeschool market• Expatriate community• Teachers: Resource for developing lesson plans• Eventually adapted by students and educators for use in traditional schooling environments
  34. 34. Future Product Expansion• University level lesson builder• Accredited curriculum for high school• Test prep (SAT, GRE, TOEFL, etc.)• Worldwide use in multiple languages• Subscription pricing model for school districts
  35. 35. Teach. Learn. Your Way.

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