AN EDUCATION SERVICE

BUSINESS PLAN
Prepared by Martin Kam Lo
Tel: +959400303477
Email: kamloa@gmail.com
Year 2015
 AN EDUCATED
Amazon Private
COMMUNITY FOR School
KIDS!
 Why wait Amazon Private School
things to
happen,
The New Hakha Campus
let’s go
Tlanghrawn, New Hakha
and make Hakha, Chin State 03181
Myanmar
it happen!

▶ Tel: +95-070-22011
▶ Email: amazonschool2015@gmail.com
 Our Vision
A Private School Where Students Achieve
ACADEMIC and MORAL EXCELLENCE
OUR MISSION
Providing the very best English language education possible
by using International curricula, teaching methods and
materials.
Fostering creativity, critical thinking and problem solving
skills through a unique blend of pedagogical approaches and
cultural values.
Developing and nurturing students who are knowledgeable,
principled individuals who care for our planet and all other
people.
Encouraging parents’ involvement in their children’s
education.
OUR VALUES
❑ A focus on the whole child.
❑ The rights of the child, personal responsibility,
freedom of choice, interactive learning, liberal
education, independent thinking, and democratic
principles.
❑ Safe, fair, and productive learning and a nurturing,
supportive environment for everyone.
❑ No discrimination on differences.
OUR GOALS…
• Ensuring the Academic Quality of our Students
Outstanding;
• Facilitating the Language Skills, especially English,
of our Students so that they can Play and Have Fun
in English;

• Assisting our Students Specialize in their Choosing of

a Professional Field where they are Gifted; and

• Ensuring the Life Skills of our Students Excellent.

AMAZON SCHOOL AIMS…
to prepare its students to excel as young
leaders of tomorrow by combining an
exclusive national standard-based
curriculum and international curricula
tailored specifically for children
with enhanced, first class learning aids.
“As a Private School, we commit to
the development and establishment of
internationally competitive academic
standards in Chin State.”
 We will open for business…
✔ From the first of June, 2015.
✔ Starting with an initial enrollment of 50 students to each
of KG and Grade 1 and 25 students each to Grades 2 and
3.
✔ Amazon School has a focus on meeting the local
community need for child care and education services
within the whole area of Hakha.
✔ Students will be taken in flexibly on either a full-time or
part-time basis.
 ❑ Amazon School will begin with one location -
Location a newly constructed 150 square foot campus
in New Hakha located on the edge of Chin Oo
& Sii block near the No. 2. Basic Education
High School.
❑ The campus will boast separate halls for arts
Facilities and crafts, theatre and dance, information
technology, library and quiet study, tutoring,
infant care and a cafeteria.
❑ The play area will be adjacent to the campus
and will be securely fenced and furnished with
appropriate playground equipment and
facilities.
Dare to be different!
Amazon School’s value proposition is quite clear and quite easily
distinguished from others in the market. We offer uniquely premium child
care and education services, as measured by the curriculum and activities
offered, experience and educational level of the instructors, community
involvement and school theme.
Unlike our competitors, we offer the best English language education
possible, advanced technology programs, and activities such as arts and
crafts, music and dance, sports and games, theatre and gymnastics, all in
one location.
 Amazon School…

✔ is a start-up comprehensive private school exclusively for kids ages

2 to 16 years.
✔ dedicates its efforts and resources toward ensuring top-rated care
giving and education services coupled with a high-quality activity
based learning environment tailored for children in these age
groups.
✔ will respond to the needs of its parents and students with excellent
care-giving and instruction, an advanced curriculum, flexible
programs, local community involvement and business partnerships.
 Amazon School…

✔ Has a strong commitment to accessibility and diversity.

✔ Its open door policy embraces all who desire to provide a
better quality of care, preparedness and education for
their children.
✔ The School works to provide affordable, first-class care
giving and education by providing a broad range of
integrated programs and services and innovative learning
approaches.
 Amazon School…

✔ Is committed to taking a leadership role in child

care and education services, higher learning,
community services and promoting cultural
diversity.
✔ Directs its activities towards student success,
academic and moral excellence.
THE TEAM
❖ The opening management team of
Amazon School will consist of the
founders, a silent partner, a campus
director, VP of Education Operations
and administrative assistant.
Amazon School is a privately
held corporation run by its
owners with

Martin Kam Lo … Director

Siang Hu … Principal
Operational Objectives…
o Sales increasing to almost double first year sales by the end of
Year 3.
o Maintain a high raw gross margin by the end of Year 2.
o Construct gym by the end of Year 2.
o Open second campus by the end of Year 4.
o Begin franchise effort in other towns by the end of Year 5.
o Once the operation reaches its anticipated growth and
profitability goals, the school plans to franchise and
will re-register as a limited liability company or as a
corporation, whichever will better suit the future business
needs.
Where We Are…
Amazon School is in the education services industry, which includes several models:
❖ Public Education Facilities: Education facilities that offer day school and
state-sponsored services.
❖ After-School Tutoring Classes: Individuals that offer after-school education
services.
❖ After-School Boarding Facilities: Business facilities that offer after-school
education services.
❖ Private Education Facilities: Business facilities that offer education services in
their own school buildings.
❖ Specific Interest Based Programs: Businesses that offer specialized instruction
such as music, gymnastics, martial arts and athletics.
Target customers…

▪ Regular-income, middle-class families who value the

quality of education and services we provide for their
children, ages 2 to 16 years.
▪ Customer and community relations are extremely
important, as it is imperative to keep the parents pleased in
order to keep their children in the school.
 Keys to Success…
✔ Marketing: differentiating Amazon’s care giving and educational
services from traditional child care and education offerings and interest
activity programs.
✔ Service quality: care giving and educational programs provided by
degreed and certified educators, child care workers, tutors and subject
matter industry professionals in a technologically advanced first-class
collegiate environment.
✔ Reputation: maintaining a highly regarded reputation for excellence in
care giving, education and community involvement and being the
employer of choice in our market for child care and educational talent.
✔ Profitability: controlling costs and managing budgets in accordance with
company goals, adhering to strategic business plans for growth and
expansion and reinvesting in the business and its employees.
Pricing Strategy…
The monthly tuition we charge is the equal amount parents spend for
public school and private after-school tuition classes.
Amazon School must charge appropriately for the high-end,
high-quality educational and care giving services we offer.
Our revenue structure has to support our cost structure, so the salaries
we pay to assure quality services must be balanced by the revenue we
charge.
We will be price competitive in the market we serve; however, we will
not subscribe to the "low price leader" concept.
The quality of our service will support the prices we charge.
Positioning Statement…
▪ All of our learning and child care services employ technology,
partnerships, professional services and other activities that
support and promote higher learning.
▪ For families who value the importance of higher education
and quality child care and education services, Amazon School
offers a great alternative to traditional child care and
education services and specific interest based
programs. Unlike those programs, Amazon School combines
child care services with a modified collegiate level
curriculum, just for kids!
Now Imagine…
An alternative to traditional children, day and after school care and education
services that not only met your child care and education needs, but also provided
an activity based learning environment that mirrors those used at colleges,
universities and vocational centers around the nation and the world.
A campus community of professional care givers and educators with the
credentials to not only enhance your child's early social and motor skills, but to
also teach them advanced studies in the arts and sciences found at institutions of
higher learning.
A collegiate-based curriculum tailored specifically for children, taught in a fun,
nurturing care giving environment.
This at a cost less than that of the combination of public day school and
conventional outside-school tutoring programs.
Six fundamentals…

that will serve as the driving force for the services offered:
1. Premier Care Giving and Education Services
2. An Activity Based, Children Structured Collegiate Curriculum
3. Advanced Technology and Developmental Programs
4. Trademarked General and "Continuing" Education Mentoring
and Tutoring
5. Learning Services
6. Community Advancement and Involvement
Service Description…

Upon its opening, Amazon School will offer five basic

services in the New Hakha community including drop-off
and pick-up:
1. Full-time Day School
2. Part-time/After School English Classes for out-students
3. Weekends English Classes both for children and adults
4. Optional and Special English Classes for adults
5. Summer English Classes for children
Fulfillment…

▪ The key fulfillment and delivery of services will be provided

by the campus director, licensed campus instructors and staff
workers. The real core value is the professional strength and
industry expertise of the founders and the campus director,
staff experience and certifications, education and hard work
(in that order).
▪ We will turn to qualified professionals for freelance back-up
in tutoring and educational support, which will enhance the
core values provided to the clients.
Common Market Trends…
Currently there are far more after-school education services
than licensed private school facilities nationwide,
specifically in Chin State.
However, this business model can't keep up with the needs of
the growing child care and quality education industry.
In the after-school education paradigm, space is limited and
quality of care and services are questionable - in many cases
viewed as only slightly higher quality than public education
services.
Market Opportunities…
It can be safely assumed that 99% of after-school tutoring and boarding facilities succeed and make a profit
in their 1st year of operation even before the democratic government.
As an increasing number of families have now become middle-income families with a very bright
prospective for higher income through government pay rise and remittance along with job being more
available, the call for quality child care and education has skyrocketed.
There is no doubt, in the Hakha area, that there is room and a need for Amazon School.
The gap, which doesn’t seem to be bridged in the near future, between children population and quality
education service (if there’s any) in Chin State is remarkably high, leading us to anticipate expanding
market potential for this industry in our local area.
According to the Union Census 2014 data, the population growth rate for Chin State is approximately
30%. Moreover, the Hakha area of Chin State is experiencing a residential construction boom, yielding
rapid population growth. This suggests that more families continue to move into Hakha, thus becoming
potential customers. Just in four years, for example, the Hakha population grew up to 4,121 households
and 21,314 individuals in 2015 from 3,592 households and 19,274 individuals in 2012.
In our market analysis, we suggest a modest 16% yearly growth in the number of potential customers.
Potential Customers…
Market Growth…
Year 1 Year 2 Year 3

Potential
Growth CAGR
Customers
> 1 Year 14.2% 450 514 587 14.22%
> 3 Year 26.1% 1,099 1,386 1,748 26.11%
> 5 Year 23.3% 1,907 2,352 2,900 23.33%
> 15 Year 11% 5,246 5,828 6,467 11.09%
Total 16% 8,702 10,080 11,702 16%
Competition and Buying Patterns

Price, service, certification and reputation are critical success factors in

the education services industry.
Amazon School will compete well in our market by offering
competitive prices, high-quality child care services, and leading-edge
educational programs with certified, college-educated instructors, and
by maintaining an excellent reputation with parents and the community
in which we serve.
Main Competitors…
1. After School Tutoring Classes:
Strengths: Teacher-students’ relationship is more open and warmer. Students can choose
their favorite subject and teacher.
Weaknesses: Overloaded schedule and financial burden for students and parents.
Students usually enroll not because they want to, but because they are required behind the
screen. Unlicensed facility.
2. After School Boarding Facilities:
Strengths: Already established in market. Privately owned. Teachers care.
Weaknesses: Repetition of day school lessons. Spoon-feeding. Super-tight schedule for
children. Building condition - prone to constant flooding.
3. Chin Galaxy:
Strengths: Combine private school and boarding.
Weaknesses: Limited Capacity. Non-professional stigma. Congested space. Copycat of
public school and maybe less qualified.
 Our Competitive Edge…

✔ We start with a critical competitive edge: there is no competitor in our

market that is offering our concept, quality of educational program and
child care services.
✔ Our educational approach is unique and we have a resource with several
years of child care expertise and technology savvy.
✔ Our positioning on these points is very hard to match, but only if we
maintain the focus in our strategy, marketing, business development, and
fulfillment.
✔ We should be aware that the tendency to dilute this expertise with bargain
shopping could weaken the importance of our competitive edge, but we
must continue to bolster our value proposition.
Marketing Strategy…

▪ Marketing in the child care and education industry depends

largely on reputation and referral. At Amazon School that
reputation will start within our community bolstered by our
involved commitment to those we serve.
▪ Referral marketing, direct-mail campaigns and community
activity days will be the primary types of marketing strategies
utilized. Maintaining and enhancing its reputation with
families and in the community will be crucial in obtaining the
planned market share growth of this target market.
Promotion Strategy…
We will depend on client referrals, community exposure and direct mail campaigns as our
main way to reach new clients. As we change strategies, however, we need to change the
way we promote ourselves:
1. Advertising--We'll be developing our core positioning message: "An educated
community for kids!" to differentiate our service from the competition. We will be using
direct mail campaigns, pre-enrollment drives, and local community newspaper advertising to
launch the initial campaign.
2. Sales Brochure--Our theme and curriculum will help sell the school to prospective
clients.
3. Direct Mail--We will send biannually direct mail campaigns to the housing
developments in the town. We will also offer monthly calendars for parents and the
Amazon community, noting weekend family days and other open house approaches.
4. Community Involvement--We will be active in the Amazon community, sponsoring
events at the community center for families and residents.
Marketing Programs…

▪ Catered open houses, parent survival days/nights, clubhouse

pool parties and weekend movie matinees are but a few
approaches we will utilize to reach out to our community.
▪ We will also develop and maintain partnerships with local
businesses that cater to the needs of children.
▪ Our pre-opening effort will include an application fee waiver,
free children ID cards, T-shirts and a community block party
sponsored and hosted by Amazon School.
Sales Strategy…
▪ Amazon School will sell its school theme, services and offerings,
separating itself from traditional academics-only offerings.
▪ We will be a one-stop shop for child care and education services,
advanced learning and specialized program offerings.
▪ We will also be active in the community, building a solid reputation
with parents and the community.
▪ By succeeding in these areas, we expect to begin seeing
an operational net profit in Year 2, while increasing enrollment by
almost a full percent yearly, until our vision of a private high school
is actualized.
Sales Programs…
• Sales programs will include incentives for
obtaining yearly financial and enrollment goals,
probationary period completion, passing state
inspections and maintaining perfect attendance.
• Customer service awards will be provided for
those employees who best exemplify the mission
of Amazon School and exceed customers'
expectations.
Web Plan…
Amazon School website will be the virtual business card and portfolio for
the school, as well as its online "home."
It will showcase the campus, curriculum and activity calendar for the
school. It will also provide for an Internet background of the instructors,
online projects posted by the students, the campus newsletter and online
enrollment.
The Amazon School website will be simple, yet classy and well designed,
but at the same time, in keeping with the latest trends in user interface
design. A site that is too flashy, or tries to use too much of the
latest technology can be over-done, and may not be supported by all
browsers.
Website Marketing Strategy…
The key to the website strategy will be presenting a very well
designed and informative Web presence that will market The
Amazon School image, service offerings and community
commitment.
The Amazon School website will embody the mission of the school.
It will not only offer visitors the opportunity to "look around" the
campus, but it will give them a good idea of the level of quality and
service they can come to expect from the school.
Mostly informative in nature, the website will be a digital
representation of our physical self.
 Sales Forecast…
▪ For the first year of operation, Amazon School has assumed a conservative
enrollment due to the fact that children have already been admitted to public
school, parents have not been familiarized with and organized themselves
economically for a private school and most parents will be comfortable with
their current arrangements. Consequently, we expect initial enrollment to be
far less than anticipated future year levels.
▪ A sales increase of approximately a full percent each year is expected until the
maximum affordable number is reached. While this forecasted increase seems
overly large by industry standards, it is a good estimate based on initial
enrollment.
▪ Going into years 2 and 3, we expect that our presence will be known,
convenience factor considered and we will then be considered as a choice in
June 2016.
Sales By Year…
Financial Plan…
Amazon School will finance growth mainly through cash flow. It is
recognized that this means the school will have to grow gradually into a bigger
campus.
The most important factor in our case is enrollment. We must stay focused on our
enrollment plan and maintain budgeted enrollment levels.
Adequate start-up capital is assumed, along with additional start-up funding loan.
The most important underlying assumption is that there is a strong need for
the business in the Hakha community and Chin State as a whole.
Enrollment is very important. We must maintain an average yearly enrollment
of 25 students in each classes for fixed cost coverage.
Benchmarks…

The above benchmark chart indicates the key financial indicators for the first three years.
We foresee a gradual growth in sales (enrollment) and the raw gross margin but a relatively
stable operating expenses into the second and third year.
Start-up Necessities

Campus Classroom supplies

Buildings Learning aids & Materials
Power & Water supply Library
Means of transportation Playground & Gymnasium
Office equipment Employees
Internet connection
Personnel Plan…
Year 1 Year 2 Year 3
Number Pay/Month Number Pay/Month Number Pay/Month
Director 1
Principal 1

Main Teachers 6
Teaching
2
Assistant
Part-time
3
Instructors
Total Personnel 13
Total Payroll
Staffing Plan…
Year 1 Year 2 Year 3
Number Pay/Month Number Pay/Month Number Pay/Month
Office Secretary 1
Accountant 1
Receptionist 1
Technician 1
Driver 1
Campus Police
General Worker 1
Keeper
Total People 6
Total Payroll
 Milestones…
Milestone Start Date End Date Budget Manager
Business Plan 8/1/2014 9/30/2014 K50,000 Martin Kam Lo
Site Selection 10/1/2014 10/15/2014 K0 Martin Kam Lo
Contract Sign 10/15/2015 K28,000,000 Martin Kam Lo
Architect Design 10/15/2014 11/1/2014 K0 Ram Ceu Hnin
Secure Funding 11/1/2014 12/30/2014 K0 Ni Cung Thang
Construction 11/5/2014 1/20/2015 K35,000,000 Jacob Thang

Secure Additional Funding 1/1/2015 1/30/2015 K0 William Khen Chum Bik

Personnel Plan 10/1/2014 1/30/2015 K0 Martin Kam Lo
Curriculum Development 3/1/2015 5/31/2015 K2,000,000 Martin Kam Lo
State Certification Req. 1/25/2015 1/30/2015 K1,500,000 Martin Kam Lo
Marketing period 2/1/2015 4/20/2015 K1,000,000 Board members
Admission period 4/20/2015 5/20/2015 K50,000
PT Conference 5/30/2015 K100,000
Classes start 6/1/2015
Open house week 6/1/2015 6/6/2015 K50,000
Totals K67,750,000
Organizational Structure…

Board of Trustee
Auditors CEO
Industry Consultants Principals & Managers
Conferences Faculty
Coordinators
Supporting Staff
Management Structure…
Board of
Founders

Industry
Auditors
Director Consultants

Marketing & Academic &

Finance & Human Research & Aids &
Public Student
Accounting Resources Publication Scholarship
Relations Affairs
Campus Structure… Campus
Principals

Faculty
Vice P/T & SLC
Principals Conferences

Fine Arts & Music &

Class Sports & PE Computer &
Motor Skills Dance IT Administrator
Coordinators Coordinator Coordinator
Coordinator

Main Teachers

Teaching
Assistant

Supporting
Staff
Why We Do This?
We Believe that “Education is the Best Politics.”
We Believe that “Our People Need Quality Education.”
We Believe that “Someone Needs to Pioneer in the Development and
Establishment of Internationally Competitive Academic Standards in Chin State.”
We Believe that “No One From Outside Chin State Is Coming to Help Us Soon or
in the Foreseeable Future.”
Therefore, We Form an Interest Group as “An Educational Entrepreneur” for the
Whole of Chin State
With a Strong Commitment to becoming “A Change Model, Not Just A Change
Agent”
In Establishing “An Educated Community for Kids!”
Education is the most powerful
weapon which you can use to
change the world.

– Nelson Mandela
WELCOME TO AMAZON SCHOOL

It’s your home!

Thank you