The Business Plan Format There will be 4 primary sections to your Business Plan: I) Executive Summary II) The Business III) Financials IV) Supporting Documents Although there is no single formula for developing a business plan, some elements are common to all business plans. The following is a more detailed outline of the Business Plan Requirements: Cover sheet This will include Business Name, your name, completion date. The plan must be professionally presented with Headers/Footers, page numbers, etc. Table of contents This must include all major sections of the business plan and their matching page numbers. Sections I and II will be one continuous Word document and uploaded into blackboard. Section III is uploaded separately in Excel and Section IV will be updated as a PDF. I. Statement of purpose/Executive Summary This is typically a one page summary of the business plan identifying the purpose for writing the plan, summarized information about the type of business, the expected opening date, products and services and location. If you are intending to take a business loan, the loan amount, how you will use the money and how you will repay the money must be referenced. You must also list your first-year revenue and profit. This section must also include your Mission Statement. II. The Business A. Business Overview Explain the business (basic overview) In full paragraph format explain the business that you are in and why you selected this business. Location Give your exact street address (insert a picture if appropriate), explain why you choose this location as well as the parking, surrounding businesses, transit access, size of the location (square footage) and basic layout. Hours of Operation Provide your hours of operation by day of the week. Then you must explain why you choose these hours and what type of hours similar organizations or the surrounding businesses have. All products/Services Detailed List all the types of products and/or services that your company sells. Give details about them. Type of Business Structure Identify what type of business structure you have selected (Sole proprietor, partnership, corporation, LLC,) and you MUST explain why you selected it. This explain must include your understanding of both the tax and liability implications. Overview of your company’s strengths and weaknesses Provide a partial SWOT analysis by detailing both the strengths and the weaknesses of your new business. B. Operations Pre-Opening Identify renovations that will be required in your facility. Identify capital expenditures such as delivery van, kitchen equipment, tables/bars, store fixtures, sound systems, security systems and point of sale systems. Identify your starting inventory, for example if you are opening store I want to know what products will be in the store the day you open the doors. (insert inventory chart by product type) After Opening: If you are making products such as clothing, how .

1. The Business Plan Format
There will be 4 primary sections to your Business Plan:
I) Executive Summary
II) The Business
III) Financials
IV) Supporting Documents
Although there is no single formula for developing a business
plan, some elements are common to all business plans. The
following is a more detailed outline of the Business Plan
Requirements:
Cover sheet
This will include Business Name, your name, completion date.
The plan must be professionally presented with
Headers/Footers, page numbers, etc.
Table of contents
This must include all major sections of the business plan and
their matching page numbers.
Sections I and II will be one continuous Word document and
uploaded into blackboard. Section III is uploaded separately in
Excel and Section IV will be updated as a PDF.
I. Statement of purpose/Executive Summary
This is typically a one page summary of the business plan
identifying the purpose for writing the plan, summarized
information about the type of business, the expected opening
date, products and services and location. If you are intending to
take a business loan, the loan amount, how you will use the

2. money and how you will repay the money must be referenced.
You must also list your first-year revenue and profit. This
section must also include your Mission Statement.
II. The Business
A. Business Overview
Explain the business (basic overview)
In full paragraph format explain the business that you are in and
why you selected this business.
Location
Give your exact street address (insert a picture if appropriate),
explain why you choose this location as well as the parking,
surrounding businesses, transit access, size of the location
(square footage) and basic layout.
Hours of Operation
Provide your hours of operation by day of the week. Then you
must explain why you choose these hours and what type of
hours similar organizations or the surrounding businesses have.
All products/Services Detailed
List all the types of products and/or services that your company
sells. Give details about them.
Type of Business Structure
Identify what type of business structure you have selected (Sole
proprietor, partnership, corporation, LLC,) and you MUST
explain why you selected it. This explain must include your
understanding of both the tax and liability implications.
Overview of your company’s strengths and weaknesses
Provide a partial SWOT analysis by detailing both the strengths
and the weaknesses of your new business.
B. Operations

3. Pre-Opening
Identify renovations that will be required in your facility.
Identify capital expenditures such as delivery van, kitchen
equipment, tables/bars, store fixtures, sound systems, security
systems and point of sale systems.
Identify your starting inventory, for example if you are opening
store I want to know what products will be in the store the day
you open the doors.
(insert inventory chart by product type)
After Opening:
If you are making products such as clothing, how and where
will it be manufactured and then sold to your customers
including forms of payment.
If you are providing a service such as hair salon, restaurant, or
retail store explain how reservations are made or customers are
greeted, how services are administered and payment is
collected.
When and where will supplies and inventory be purchased?
Supplies include things that are needed to help run the business.
Inventory refers to the items you are selling.
What are the activities that occur on a typical day for the
manager?
Describe in detail how you will ensure you are delivering a high
quality product/service and that customers are satisfied with
your product/service.
C. Marketing
Target Market
Your target market must be identified, explained and quantified

4. (demographics, Psychographics). A reference to Vals or Prism
segmentation is required. Why is this product needed by your
target market? How big is this target market? Is it limited by
geography?
Primary Research
This section MUST include results of your primary research
survey. What did you learn from prospective customers?
The Four Ps
Reiterate products/service offered. You can repeat some of the
information that you described previously in the business
overview section.
Identify exact prices and pricing strategy. Detail what you will
be charging for each product and service and explain why you
choose those prices. Are you trying to project an image of
affordability? Prestige? Something in between? This must be
explained.
Detail your promotional plan (advertising, web promotion,
sales, public relations). This must include specifics where will
you run ads and why, samples of the ads can be developed and
included in your supporting documents)
(Insert your promotional chart here)
Discuss your distribution strategy. How/where will your
products be sold and why did you choose this option?
Everyone must have a web site for informational purposes at a
minimum (directions, hours of operations, etc.). Your web site
must be explained, including your URL and any costs associated
with it must be identified.
D. Competition

5. Identify your primary and secondary competitors by name and
detail their products/services, customers, prices and what makes
you different or better.
(Insert competitor chart here)
E. Human Resources
HR Planning
How many people will you need? Identify all the positions
(management and staff) in the business, what their
responsibilities will be and who will fill them if identified.
How many employees will be hired into each position and what
type of salary and benefits will be offered.
HR Attracting
Where and how will you find your employees?
HR Training and Development
What type of training will they be given? Will you provide an
orientation? What will you do to make sure they have, and will
maintain, the skills they need on an ongoing basis? Will you
help them develop skills for future promotions?
HR Retention
What policies will you have to ensure employees are happy and
want to stay?
Management Philosophy
You must provide a brief statement (100-300 words) that
describes your management style and/or philosophy.
F. A written page is required as an introduction to your
financial statements. This narrative must include your financing
(capital and loan); first year revenue/sales, break-even and net

6. income. Additionally, you must identify exactly how each cost
was determined.
G. List of sources in proper format (APA). This should include
all web sites accessed for data usage, supplies and industry
information
III. Financial Data (these will be in one document and
uploaded as an Excel file)
A. Sales Analysis
B. Capital equipment and supply list
C. Balance sheet
D. Breakeven analysis and Contribution margin
E. Pro-forma Income projections (profit & loss statements)
F. Pro-forma cash flow
IV. Supporting Documents (these must be scanned and uploaded
as a PDF)
· Copy of resumes of all principals
· Demographic statistics
· Location information (real estate listing for example)
· Job descriptions for your staff
· Customer research survey and results
· Project Plan
· Peer evaluation form
The Business Plan Format 2
Business Plan
Business plan of Opening a Company to Guide the Foreign
Students to Study Abroad

7. Contents
Business plan of Opening a Company to Guide the Foreign
Students to Study Abroad 1
Executive Summary 1
A. Business Overview 1
B. Explain the business (basic overview) 2
C. Location 2
Hours of Operation 3
All products/Services Detailed 4
Type of Business Structure 4
Overview of your company’s strengths and weaknesses 5
B. Operations 6
1.Pre-Opening 6
2. after the opening: 6
C．Marketing. 7
Target Market 7
Primary Research 8
The Four Ps 8
Product: 8
Promotion: 9
Place: 9
Price: 10
D. Competition10
The Human Resources Section. 11
Work Cited 11
Executive Summary
Lei Educational Consulting Services (LECS) is an organization
that is established so that we can help the overseas students for
the selection of their universities. We guide them from scratch
and would tell them all the necessary details including which
phone to buy and the financial accounts etc. We are a complete
guidance and we keep the privacy of our clients. We are

8. working for the betterment of the students and this is the reason
that we are available every time and our online services are also
available for the convenience of all. We have started off with a
few members of the staff but in the longer run we are expecting
a more established business. A. Business Overview
Lei Educational Consulting Services (LECS) is an organization
engaged in overseas study services. The business is focused on
assisting international students in selecting a study abroad
location in the United States. The business scope covers a wide
range, including “one-stop” services such as exam guidance,
study abroad planning, school application, clerical guidance,
visa services, and follow-up services for overseas study. It is a
start-up business, having a bunch of professionals in the
beginning. Our aim is to provide all the relevant information to
the students under a single roof. We will include all the
guidance regarding the visa, immigration, phone cards, cash
management etc.
B. Explain the business (basic overview)
The business is going to be an office with all the modern
facility and we will be hiring two professional consultants. The
job of these consultants will be to guide the students online or
walk through so that they can find the universities in the US.
They will be providing a complete information package
including the fee structures, e-commerce, and accommodation,
university entrance procedure etc. The main aim is to facilitate
the foreign students and create a good credibility in the market
so that we can penetrate the market with ease.
Lei Educational Consulting Services is an organization full-time
institution engaged in overseas study services. The business is
focused on assisting international students in selecting a study
abroad location in the United States. The business scope covers
a wide range, including “one-stop” services such as exam
guidance, study abroad planning, school application, clerical
guidance, visa services, follow-up services for overseas study,

9. and returnee employment.
C. Location
The company will be in downtown Los Angeles. This was
selected because California is the top destination for
international students (Shanka, Tekle, Vanessa Quintal, and
Ruth Taylor.)). The office is made up of 3 separate
workstations and the company will have access to a shared
conference room and a kitchen. The monthly cost is 5 seats
$2,500.The office is easily accessible by subway as well as a
car. There is parking in the building. The office building is on
the front so that it is easier for the walk-in clients to find the
building.
Below is the picture of the building of our office.
Figure 1: Lei Educational Consulting Services (LECS) Office
Hours of Operation
We will have flexible working hours. We shall work 6 days a
week in which Sundays will be off. The manager and one staff
will reach the office by 8 am sharp and will leave at 6 pm. Then
one professional staff will come that will take the charge for the
remaining time. The manager will be available via wechat
during the evening as well to accommodate international
students. We must be open 24 hours because we will be catering
to the needs of the internal students where the time differences
are a lot. We do not want to disappoint any of our clients,
therefore, we shall arrange the staff according to the double
shifts plan. However, Sundays will be off. Standard working
hours in the United States.
All products/Services Detailed
The company's business scope covers a wide range of areas,
including exam guidance, school applications, scholarship
applications, visa services, overseas services, international
winter and summer camps, life planning, career planning,

10. overseas training and immigration guidance, so that students
can easily enjoy the "one-stop" service. The initial and focus is
on the guidance of the international students where if someone
comes up and asks for our help. We will tell him about which
university to select and what will be the procedure depending
on his academic performance and the monetary values. Then we
will further tell them all about the accommodations and the
entrance exams followed by the procedure of transferring the
money and how to get their visas. We will tell them about the
jobs that they can do so that they can carry on with their lives
and the expenses. Our aim is to train the foreign students so
well that they do not feel like a stranger a fall in hands of the
wrong people. Type of Business Structure
In the beginning, the business structure will be simply followed
by the increase in the venture depending upon theprofit’s ratio.
According to the US law, when starting up a new business, the
following formalities need to be filled out;
• Registered Business Name.
• Federal Taxes.
• State and Local Taxes.
• Business Permits and Licenses.
• Business Laws and Regulations.
“Sole proprietor，A sole proprietorship enterprise is an
operating entity established under the sole proprietorship
enterprise law, which is invested by a natural person, the
property is personally owned by the investor, and the investor
bears unlimited liability for the corporate debt with his personal
property. As a natural person enterprise, investors have
unlimited joint responsibility for the business risks of the
company. In other words, a single enterprise is not a corporate
legal person at all, let alone a corporate legal person (Blair,
Margaret M., and Lynn A. Stout.)
I will be the CEO of the company as I will be investing all the
capital in the startup. I will hire the managers who will keep a

11. check on all the client dealings by the consultants. The
consultants will be two, in the beginning, followed 4, 6 and so
on. It will be simple yet very useful for the people.
Overview of your company’s strengths and weaknesses
More professional guidance and targeted improvement, this
aspect is the role of the study agent. Compared to studying
abroad, they are clearly able to give you the best choice for
your grades, even when you are looking for employment and
other options in the future.2. The disadvantage is that the cost is
high, the cycle is long, the students are many, and all the
matters are not considered. 3. Let you know more about your
school and help you choose the best one.4. Too many study
companies, so people don't know how to chooseB.
Operations1.Pre-Opening
Prior to opening for business, the office building will be
cleaned thoroughly, and the furniture will be set along with the
banners and the logos preparation. We will be getting the
pamphlets printed and online advertising. Meanwhile, the
following equipment will be purchased:
Office equipment:
· 3 laptops,
· 1 all-in-one printer,
· 2 telephones,
· Multipurpose paper
· Microsoft software
In addition, a website will be built, and marketing materials will
be prepared. There are no renovations needed as the company is
moving into a modern office facility, but the setting will be
done according to our need.
2. after the opening:
Booking: Our business welcomes customers to visit our
company at any time. For customers who are not in California,
we can call, and we can talk online. Clients will be asked to go

12. to the website to book an online appointment. They can also
send an email requesting a time to meet online. They will be
asked to complete a questionnaire about their interests and
needs which will be discussed during the call or video
conference.
Based on the answers to the questions and the conversation, a
list of potential colleges or universities will be identified by the
counselor. After doing the research, the counselor will provide
the client with a full information packet on between five and
eight potential colleges. This will include detailed information
about the school, the majors, the location, the cost of living and
important details.
3. Payment method:
We prefer cash, cheques and direct transfers. Because customers
sign contracts, they need to pay half of the total service fee.
When I get an acceptance from the school, they need to pay for
all the services. If they want to terminate the service in the first
two weeks, we will A 70% deposit will be refunded. After the
first two weeks, we only refund 50% of the deposit. We will not
refund any deposit after the first month.
Typical date of the manager: Go to work at 8 am to 6 pm or
check emails, sign new tasks for employees to complete the
entire process for existing students to view news about the
university's daily viewing fees and income, Marketing, client
meetings, followup, scheduling, etc.
C．Marketing.
Target Market
International students in China are the most populous of all
international students, we will help them find the best and best
schools for them and assist them with their applications and a
range of help. The measurement demonstrates the number of
Chinese undergraduates studying in the United States between
scholastic year 2006/07 and 2016/17. Amid the school year of
2016/17, right around 351 thousand Chinese understudies were

13. contemplating in advanced education establishments in the
United States (Lin, J., and J. Dmitrieva, 2018). The number of
international students studying at U.S. colleges and universities
jumped between 2013 and 2014 by 10%. (Rubin, Kyna, 2014). It
is up 10 per cent, to roughly 975,000, according to a new report
by the Institute of International Education and backed by the
State Department (Rubin, Kyna, 2014).
Our target market will be focusing the students who want the
admission in the University of the United States. Mostly we
shall cater to the Chinese market, but we will also serve the
other students equally. The students are at this point funded by
their parents and are not very strong financially. Moreover, they
would want the accommodation and all other facilities. Keeping
on view the financial status of our clients we will keep our fee
structure very moderate we can also break the amount so that it
is not a burden for the students.
Primary Research
I learned from potential customers that most international
students want to know and apply to foreign institutions through
intermediaries, and a large number of people want to learn
about foreign life through summer camps during domestic
schools. They mainly know the channels of the intermediary
through the telling of family and friends, their own browser
search, or various advertisements. We will take 50% of the fee
and the next 50% will be reserved until the completion of the
task. i.e. if the student gets enrolled in the university and finds
an accommodation then he shall pay the remaining funds. Our
aim is to for flexible with our clients. The Four Ps
Product:
We will be providing guidance on selecting a college,
accommodation, visarequirement for the foreign students
through the walk and online services.
Packages of information for 5-8 college/universities

14. List out everything that will be in the package.
In addition to primary services, the company will also help
students when they arrive in the United States to According to
my findings, many students hope that the intermediary can help
them to solve a series of life problems after coming to the
United States. For example, they need a bank account and a
mobile account to facilitate their faster life and family. Get in
touch with your friends. The second is that when they need a
better platform, we can help them find better schools and help
them complete the transfer application. We will find the
suitable accommodation for them they call us anytime and ask
for any sort of guidance from us.
Promotion:
According to my survey, most students are told by family and
friends that they search through the browser or various
advertisements. So, I think the main direction of the propaganda
company is social media and traditional media. Now, Weibo is
the most commonly used social media website for Chinese
students. They are like Facebook. On the website, we can share
all the information about it, so that we can attract more people
to pay attention to and understand us. I think these are potential
customers we will make our company page with all the online
accounts of our clients. Moreover, we will pay for online
advertisements. Then we shall circulate the pamphlets near the
airports.
The online advertising and the accounts system will be very
professional and we will be updating them every two weeks so
that all the latest information can be added. We will have a We
Chat where we will deal with the clients and since we are just a
start up so the aim will be to spend less. Therefore, instead of
getting the paid domains, we shall use the regular ones but as
soon as the revenues would start coming then we will make an
account on Weibo and the budget of $100 would be kept aside
every month for the advertising.

15. Place:
The business is based in California; however, the company will
research colleges and universities anywhere in the United
States, not just California. Clients will be based in China or
other Asian countries primarily.
Price:
We shall offer the following pricing strategies, but they will
vary as per the financial status of the students.
Services
Cost of Client
Consultation
1-hour initial Consultation
free
Recommendation
Based on client input, information packages will be prepared
and delivered to the client (five information packets)
$3000
Other Services
Bank accounts, phone set up, accommodation, shoppingetc.
$50 per hour (minimum of 5 hours)
Figure 2: Pricing strategy of LESC
D. Competition

16. Our main competitor is the student's domestic agent. Although
they initially wanted to work with domestic intermediaries, I
think they still expect to get more services after they come to
the United States. Their services are more focused on the
application process, such as filling out school applications,
applying for papers and student visa applications. Their prices
range from $3,000 to $5,000. Our second competitor is a local
education consulting firm. For example,the American Education
Translations Services, LLC. Their customers are not just
students. They provide services after the application process,
such as airport pick-up, looking for host families. They also
contact the relevant personnel in the country every month to
report to them about the situation in the United States, but this
service is for students under the age of 18. Compared with
American Educational Translation Services LLC, we pay more
attention to the students' own experiences. We treat them like
our family or friends. Students can contact us at any time and
tell us what they need. Bossa is one of the biggest threats to us
as it is fully functional in China and ir providing the gaudiness
to the Chinese students wh want to study abroad.
The Human Resources Section.
The human resource is a very important section of any business.
The aim is to select the people who are a best fit for our
business. So the head hunters or the HRM department who are
trained for this would help the companies do so. The n this
department can manage any emergencies and they keep a track
of the progress of the workers. Since we are a start up so I
would have to lend these services from a reputed organization
and as soon as I would start earning the revenues then preparing
a proper HRM department would be a necessity. There is a great
risk so it is never suggested to invest all the capital so; we
would wait for the business to become stable before expanding
it.
Work Cited

17. Lin, J., and J. Dmitrieva. "Cultural orientation moderates the
association between desired affect and depressed mood among
Chinese international students living in the United
States." Emotion (Washington, DC) (2018).
Rubin, Kyna. "Retaining international students." International
Educator 23.5 (2014): 30.
Shanka, Tekle, Vanessa Quintal, and Ruth Taylor. "Factors
influencing international students' choice of an education
destination–A correspondence analysis." Journal of Marketing
for Higher Education 15.2 (2006): 31-46.
Blair, Margaret M., and Lynn A. Stout. "A team production
theory of corporate law." Virginia Law Review (1999): 247-
328.
Page | 9
Last Name [10]
Leilei Liu
MG 450
10/31/2018
Business plan of Opening a Company to Guide the Foreign
Students to Study Abroad
A. Business Overview
Lei Educational Consulting Services (LECS) is an organization
engaged in overseas study services. The business is focused on
assisting international students in selecting a study abroad
location in the United States. The business scope covers a wide
range, including “one-stop” services such as exam guidance,
study abroad planning, school application, clerical guidance,
visa services, follow-up services for overseas study, and
returnee employment. It is a start-up business, having a bunch
of professionals in the beginning. Our aim is to provide all the
relevant information to the students under a single roof. We will

18. include all the guidance regarding the visa, immigration, phone
cards, cash management etc.
B. Explain the business (basic overview)
The business is going to be an office with all the modern
facility and we will be hiring two professional consultants. The
job of these consultants will be to guide the students online or
walk through so that they can find the universities in the US.
They will be providing a complete information package
including the fee structures, e-commerce, and accommodation,
university entrance procedure etc. The main aim is to facilitate
the foreign students and create a good credibility in the market
so that we can penetrate the market with ease.
Lei Educational Consulting Services is an organization full-time
institution engaged in overseas study services. The business is
focused on assisting international students in selecting a study
abroad location in the United States. The business scope covers
a wide range, including “one-stop” services such as exam
guidance, study abroad planning, school application, clerical
guidance, visa services, follow-up services for overseas study,
and returnee employment.
C. Location
The company will be located in downtown Los Angeles. This
was selected because California is the top destination for
international students (Shanka, Tekle, Vanessa Quintal, and
Ruth Taylor.)). The offer is made up of 3 separate workstations
and the company will have access to a shared conference room
and a kitchen. The monthly cost is $2500 and it is XYZ square
feet. 5 sets $2,500/month. The office is easily accessible by
subway as well as a car. There is parking in the building. The
office building is on the front so that it is easier for the walk-in
clients to find the building.
Below is the picture of the building of our office.
Figure 1: Lei Educational Consulting Services (LECS) Office

19. Hour of Operation
We will have flexible working hours. We shall work 6 days a
week in which Sundays will be off. The staff will reach the
office by 8 am sharp and will leave at 6 pm. Then the night staff
will come that will take the charge for the remaining time. We
have to be open 24L& because we will be catering to the needs
of the internal students where the time differences are a lot. We
do not want to disappoint any of our clients, therefore, we shall
arrange the staff according to the double shifts plan. However,
Sundays will be off. Standard working hours in the United
All products/Services Detailed
The company's business scope covers a wide range of areas,
including exam guidance, school applications, scholarship
applications, visa services, overseas services, international
winter and summer camps, life planning, career planning,
overseas training and immigration guidance, so that students
can easily enjoy the "one-stop" service. The initial and main
focus is on the guidance of the international students where if
someone comes up and asks for our help. We will tell him about
which university to select and what will be the procedure
depending on his academic performance and the monetary
values. Then we will further tell them all about the
accommodations and the entrance exams followed by the
procedure of transferring the money and how to get their visas.
We will tell them about the jobs that they can do so that they
can carry on with their lives and the expenses. Our aim is to
train the foreign students so well that they do not feel like a
stranger an fall in hands of the wrong people.
Type of Business Structure
In the beginning, the business structure will be simply followed
by the increase in the venture depending upon the profits ratio.

20. According to the US law, when starting up a new business, the
following formalities need to be filled out;
• Registered Business Name. ...
• Federal Taxes. ...
• State and Local Taxes. ...
• Business Permits and Licenses. ...
• Business Laws and Regulations.
Sole proprietor，A sole proprietorship enterprise is an operating
entity established under the sole proprietorship enterprise law,
which is invested by a natural person, the property is personally
owned by the investor, and the investor bears unlimited liability
for the corporate debt with his personal property. As a natural
person enterprise, investors have unlimited joint responsibility
for the business risks of the company. In other words, a single
enterprise is not a corporate legal person at all, let alone a
corporate legal person.
I will be the CEO of the company as I will be investing all the
capital in the startup. I will hire the managers who will keep a
check on all the client dealings by the consultants. The
consultants will be two, in the beginning, followed 4, 6 and so
on. It will be simple yet very useful for the people.
Overview of your company’s strengths and weaknesses
More professional guidance and targeted improvement, this
aspect is the role of the study agent. Compared to studying
abroad, they are clearly able to give you the best choice for
your grades, even when you are looking for employment and
other options in the future.2. The disadvantage is that the cost is
high, the cycle is long, the students are many, and all the
matters are not considered. 3. Let you know more about your
school and help you choose the best one.4. Too many study
companies, so people don't know how to choose
B. Operations
1.Pre-Opening

21. Prior to opening for business, the office building will be
cleaned thoroughly and the furniture will be set along with the
banners and the logos preparation. We will be getting the
pamphlets printed and online advertising. Meanwhile, the
following equipment will be purchased:
Office equipment:
· 3 laptops,
· 1 all-in-one printer,
· 2 telephones,
· Multipurpose paper
· Microsoft software
In addition, a website will be built and marketing materials will
be prepared. There are no renovations needed as the company is
moving into a modern office facility but the setting will be done
according to our need.
2. After the opening:
Booking: Our business welcomes customers to visit our
company at any time. For customers who are not in California,
we can call, and we can talk online. Clients will be asked to go
to the website to book an online appointment. They can also
send an email requesting a time to meet online. They will be
asked to complete a questionnaire about their interests and
needs which will be discussed during the call or video
conference.
Based on the answers to the questions and the conversation, a
list of potential colleges or universities will be identified by the
counselor. After doing the research, the counselor will provide
the client with a full information packet on between five and
eight potential colleges. This will include detailed information
about the school, the majors, the location, the cost of living and
important details.
3. Payment method:
We prefer cash, cheques and direct transfers. Because customers
sign contracts, they need to pay half of the total service fee.

22. When I get an acceptance from the school, they need to pay for
all the services. If they want to terminate the service in the first
two weeks, we will A 70% deposit will be refunded. After the
first two weeks, we only refund 50% of the deposit. We will not
refund any deposit after the first month.
Typical date of the manager: Go to work at 9 am, 5 pm or check
emails, sign new tasks for employees to complete the entire
process for existing students to view news about the university's
daily viewing fees and income.
C．Marketing.
Target Market
International students in China are the most populous of all
international students, we will help them find the best and best
schools for them and assist them with their applications and a
range of help. The measurement demonstrates the number of
Chinese understudies in the United States between scholastic
year 2006/07 and 2016/17. Amid the school year of 2016/17,
right around 351 thousand Chinese understudies were
contemplating in advanced education establishments in the
United States (Lin, J., and J. Dmitrieva). The number of
international students studying at U.S. colleges and universities
jumped last year — in a big way. It's up 10 per cent, to roughly
975,000, according to a new report by the Institute of
International Education and backed by the State Department
(Rubin, Kyna).
Our target market will be focusing the students who want the
admission in the University of the united states. Mostly we shall
cater to the Chinese market but we will also serve the other
students equally. The students are at this point funded by their
parents and are not very strong financially. Moreover, they
would want the accommodation and all other facilities. Keeping
on view the financial status of our clients we will keep our fee
structure very moderate we can also break the amount so that it
is not a burden for the students.
Primary Research

23. I learned from potential customers that the vast majority of
international students want to know and apply to foreign
institutions through intermediaries, and a large number of
people want to learn about foreign life through summer camps
during domestic schools. They mainly know the channels of the
intermediary through the telling of family and friends, their own
browser search, or various advertisements. We will take 50% of
the fee and the next 50% will be reserved until the completion
of the task. i.e. if the student gets enrolled in the university and
finds an accommodation then he shall pay the remaining funds.
Our aim is to fo flexible with our clients.
The Four Ps
Product:
We will be providing guidance on selecting a college,
accommodation, visa requirement for the foreign students
through the walk and online services.
In addition to primary services, the company will also help
students when they arrive in the United States to According to
my findings, many students hope that the intermediary can help
them to solve a series of life problems after coming to the
United States. For example, they need a bank account and a
mobile account to facilitate their faster life and family. Get in
touch with your friends. The second is that when they need a
better platform, we can help them find better schools and help
them complete the transfer application. We will find the
suitable accommodation for them they call us anytime and ask
for any sort of guidance from us.
Promotion:
According to my survey, most students are told by family and
friends that they search through the browser or various
advertisements. So, I think the main direction of the propaganda
company is social media and traditional media. Now, Weibo is
the most commonly used social media website for Chinese
students. They are like Facebook. On the website, we can share
all the information about it, so that we can attract more people

24. to pay attention to and understand us. I think these are potential
customers we will make our company page with all the online
accounts of our clients. Moreover, we will pay for online
advertisements. Then we shall circulate the pamphlets near the
airports.
Place:
The business is based in California; however, the company will
research colleges and universities anywhere in the United
States, not just California. Clients will be based in China or
other Asian countries primarily.
Price:
We shall offer the following pricing strategies but they will
vary as per the financial status of the students.
Services
Cost of Client
Consultation
1 hour initial Consultation
free
Recommendation
Based on client input, information packages will be prepared
and delivered to the client
$3000
Other Services
Bank accounts, phone set up,accomiodation, shopping etc
$50 per hour
Figure 2: Pricing strategy of LESC

25. D. Competition
Our main competitor is the student's domestic agent. Although
they initially wanted to work with domestic intermediaries, I
think they still expect to get more services after they come to
the United States. Their services are more focused on the
application process, such as filling out school applications,
applying for papers and student visa applications. Their prices
range from $3,000 to $5,000. Our second competitor is a local
education consulting firm. For example the American Education
Translations Services, LLC. Their customers are not just
students. They provide services after the application process,
such as airport pick-up, looking for host families. They also
contact the relevant personnel in the country every month to
report to them about the situation in the United States, but this
service is for students under the age of 18. Compared with
American Educational Translation Services LLC, we pay more
attention to the students' own experiences. We treat them like
our family or friends. Students can contact us at any time and
tell us what they need.
Work Cited
Lin, J., and J. Dmitrieva. "Cultural orientation moderates the
association between desired affect and depressed mood among
Chinese international students living in the United
States." Emotion (Washington, DC) (2018).
Rubin, Kyna. "Retaining international students." International
Educator 23.5 (2014): 30.
Shanka, Tekle, Vanessa Quintal, and Ruth Taylor. "Factors
influencing international students' choice of an education
destination–A correspondence analysis." Journal of Marketing
for Higher Education 15.2 (2006): 31-46.