Business Plan

[Online Home Tuition]

CAPSTONE PROJECT
Singapore Business School

[AFIQ JUWAIDI JAMALUDIN]

[juwaidi.exe@gmail.com]

[31 December 2021]

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Table of Contents
Executive Summary……………………………………………………………….…………………………………………………..3

Short Description of Product/Service…………………………………………………………………………………………3

Target Market…………………………………………………………………………………………………………………………….3

Competitors………………………………………………………………………………………………………………………………..3

Pricing Strategy…………………………………………………………………………………..………………………………………3

Business Description………………………………………………………………………………………….……………………….4

Market Analysis………………………………………………………………………………………………………………………….5

Competition………………………………………………………………………………………………………………………………..6

Competitive Analysis…………………………………………………………………………………………………………………..6

SWOT Analysis……………………………………………………………………………………………………………………………6

Sales and Marketing…………………………………………………………………………………………………………………..7

Product or Service Offerings……………………………………………………………………………………………………….8

Pricing Strategy…………………………………………………………………………………………………………………………..8

Marketing Strategy…………………………………………………………………………………………………………………….9

Sales and Distribution………………………………………………………………………………………………………………..9

Operating Plan………………………………………………………………………………………………………………………….10

Project Timeline………………………………………………………………….……………………………………………………10

Production and Equipment……………………………………………………………………………………………………….10

Daily Activities………………………………………………………………………………………………………………………….11

Outside Services……………………………………………………………………………………………………………………….11

Financial Plan……………………………………………………………………………………………………………………………12

Product/Service Cost………………………………………………………………………………………………………………..12

Marketing Plan and Budget……………………………………………………………………………………………………….12

Extra Services Costs……………………………………………………………………………………………………………………13

Project Forecast…………………………………………………………………………………………………………………………13

Successful…………………………………………………………………………………………………………………………………13

Moderately successful……………………………………………………………………………………………………………….13

Failure……………………………………………………………………………………………………………………………………….13

Conclusion………………………………………………………………………………………………………………………………….14

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Executive Summary
In the year 2019 until this year 2022, the COVID-19 has resulted in schools shut
across the world. In Malaysia, over 5 million children are out of the classroom. kids need
education, some kids need more help than others, some parents want to help more than others
do because that tutoring helps kids learn. Online Tutoring Service offers a wide range of
academic subjects. Private sessions offer intense individual assistance, but groups sessions
can also be beneficial with decreased economic costs and the use of team-based approach that
the business program encourages. For courses, Online Tutoring Service offers an extensive
collection of past exams which are invaluable for teaching the material and for exam
preparation. Online Tutoring Service has identified several target markets segments that will
be pursued. The largest segment is the business students. Within this market segment there
will be three subgroups: quantitative clients, non-quantitative clients, and international
students. Tutoring has been around if students and if students get in over their head, they will
need tutors to help them catch up and keep up with their classmates. Some materials just need
to be explained in different ways for them to make sense. This allows the company to be
quite familiar with the material the various professors are teaching. It also provides the
professors with an opportunity to offer referrals for students that need additional assistance
that the school cannot provide.
Short Description of Product/Service
Online Tutoring Service offers a wide range of academic subjects. Sessions can be set up as private or
students may form groups for tutoring. We provide online classes for Pre-school, KSSR, KSSM, PT3,
SPM, IGCSE, A-level and Degree.

Target Market
Online Tutoring Service has identified several target markets segments that will be pursued.
Our target whole Malaysia student the largest segment is the student from ages 5 until 25
years old for Pre-school, KSSR, KSSM, PT3, SPM, IGCSE, A-level and Degree.
Competitors
Tutoring has been around if students and if students get in over their head, they will need
tutors to help them catch up and keep up with their classmates. Some materials just need to be
explained in different ways for them to make sense. However, while the need for tutoring
exists, the bulk of tutoring taking place in the market is very limited and unorganized. What
sets this company apart is its experience and the attention paid to individual needs of
students.
Pricing Strategy
*The tuition rates below only serve as a guide. Actual tuition fee might be lower or higher,
depending on the home tutor qualification & experience.

Level Syllabus Tuition Fees Per hour (RM)

National RM 35 - RM 60
Primary International RM35 - RM 100

National RM 40 - RM 70
Secondary International RM40 - RM 120

Degree RM 80 onwards

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Business Description
The Online Tutoring Service exists to help students in Malaysia. To achieve this goal, parents
believe that online tuition can help their children to cope with current competitive academic
environment and therefore home tuition is playing a very important role in recent years. This is a
fact that parents are very busy nowadays on working and need to take care of family. Hence, with
guidance of professional experienced tutors, the students learning progress can be monitored and
increase their level of school academy performance. Besides that, it will help to increase the
students’ self-confidence and motivation through home tuition in a subject they learned. Schools are
underfunded, kids need schooling, some kids need more help than others; some parents want to
help more than others do, Online Tutoring helps kids learn.

Online Tutoring Service offers a wide range of academic subjects. Sessions can be set up as
private or students may form groups for tutoring. Private sessions offer intense individual assistance,
but groups sessions can also be beneficial with decreased economic costs and the use of team-based
approach that the business program encourages. The unique problem-solving approach taught to
students provides a system to approach all topics that they encounter in school. This system seeks to
provide the student with a way in which they can better solve their own queries. This system differs
from most tutors who are primarily concerned with answering the students’ immediate questions
and not concerned with providing the students with basic problem-solving skills for future
applications.

Why Choose This Online Tuition?

 Will provide professional, patient, experienced and committed home tutors to you to suit
your requirement.
 Our Online tutors will fully monitor your children’s academy result and progress, so that
tutor can find way to improve your children academy weaknesses.
 Our tutors able to arrange the tuition schedule base on your preferred date and time as well
as the location.
 We cover a lot of tuition subjects, for example, Chinese, English, Bahasa Malaysia, Math’s,
Additional Mathematics, Science, Geography, Accounting, Economics, etc.
 We cover various academic levels, for example, Pre-School, Kindergarten, Primary, UPSR,
Secondary, PT3, Cambridge syllabus, IGCSE, SPM, UEC, Form 6, A-Level, College, University,
etc.
 We offer affordable tuition fee to suit your needs.
 Save your time to look for a tutor as Smart Tuition will look for the tutor on behalf of you.
 Save your cost because you no need to advertise to look for a tutor.

Subjects & Syllabus Covered:

School Level: Subjects: Maths, Add. Maths, Physics, Chemistry, Computer Science, IT

College Level: A Levels (CIE, AQA, EdExcel)

Foundation: Subjects: Mathematics, Physics, Chemistry, Further Maths, Biology, Computer Science,
English Literature, IT, Law

University Level: Engineering (Mechanical, Civil, E&E ), Mathematics, Biological Sciences, Medicine,
IT & Computer Science

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Market Analysis
Expectations Forecast: This is a personal tutoring business will be able to make enough
during the school year to sustain his needs when June July and august come around and
students are fewer. The rent and expenses listed are for him to pay his rent and to eat etc.
between group sessions.

Financial Highlights by Year

The company was founded tutoring students in the graduate school of management in
their quantitative subjects. This remains the core segment, although other segments have been
developing and show potential to provide the bulk of future income. Graduate students can be
divided into three groups: quantitative subjects/students, non-quantitative, and international
students.
Undergraduate students will also be served with has a less intimate relationship with the
various undergraduate schools and professors. There are several colleges, public, private, and
community-based that with a steady flow of students. We will offer tutoring in the courses
offered to graduate and undergraduate students. Please review the following section which
provides additional detail regarding the different target segments.
Graduate Students: The company was founded tutoring students in the graduate school
of management in their quantitative subjects. This remains the core segment, although other
segments have been developing and show potential to provide the bulk of future income.
Graduate students can be divided into three groups:
Quantitative: These are students who are at the graduate school level and enrolled in
quantitative course such as: accounting, finance, business algebra, calculus, and statistics.
While this remains the backbone of the company’s business, other areas have been growing
quickly and are poised to take off.
Non-quantitative: These are students who are requesting tutoring for other subjects that
are not quantitative. For example, marketing, international management, organizational
behavior, and economics. While this was traditionally not as demanded as the quantitative
reviews, the experience that the company has developed in tutoring quantitative courses lends
itself well to this segment. The ability to prepare students for upcoming exams and to give
them practice tests has been a popular service that should only continue to grow in the future.
As that market began to establish itself, the company began investing time in building a
database of old exams, class notes, etc., for the quantitative courses being taught on the main
campus to undergraduate students.

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Competition
Tutoring has been around if students. And if students get in over their head, they will need tutors to
help them catch up and keep up with their classmates. Some materials just need to be explained in
different ways for them to make sense. However, while the need for tutoring exists, the bulk of
tutoring taking place in the market is very limited and unorganized.

Competitive Analysis
The 3 main competitors for this online tuition center are Super Education Group, 100% tuition center
and Tuition center in Malaysia. The reason that Super Education Group to be our main competitor is
because Super Education Group is the successful online tuition center in Malaysia. They got a lot of
students at different state. They are also a popular tuition center at Kuala Lumpur. Other than that,
we choose 100% tuition center to be our main competitor is because 100% tuition center have been
start for 20 years ago, the teacher at there all is the very experience teacher. Besides that, we
choose tuition center Taman to be our competitor. As we are come from Kuala Lumpur, we know
that many tuition centers in Kuala Lumpur mostly are located at their house. This is very
convenience for the students that live nearby them.

SWOT Analysis
The SWOT analysis identifies the Strengths, Weaknesses, Opportunities, and Threats of a
business or individual venture. A well-executed SWOT analysis reveals lots of information about the
circumstances you (do or will) find yourself in, and how to make the most out of them, both of which
are essential in business planning.

When formulating a business plan, go through each of the variables included in a SWOT
analysis, and ask how they relate to your plan. Here are a few examples for each factor:

STRENGTHS WEAKNESSES
 Provide tuition for primary school to  Isolate location
university level  Internet limitation
 Experience Teacher  Study environment for each student
 Genuinely interested in the students difference
understanding and progress.
 Always acknowledging the students
when they need further explanation by
sharing good blogs or websites etc.
 Teaches in fun, related and interesting
ways that the student can find the ways
are applicable in their daily
OPPORTUNITIES THREATS
 Variety of learning packages  Cyber Security Treat
 The advanced technologies such as  Stability of internet connection
mobile apps and wearables are  Devices Limitation
considered
 Customize Syllabus

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Sales and Marketing

Different marketing channels bring various benefits, but most businesses can find a
way to use different channels in their marketing strategies to meet business goals.

1. Word of Mouth Marketing

Word-of-mouth marketing doesn’t just have to be a face-to-face conversation, though.
Satisfied customers will post about online. Besides, encourage this type of marketing by
creating a customer experience that meets audience’s needs and providing top-notch
customer service.

2. Podcast Marketing
Podcasts also create more opportunities for interaction, as customers aren’t restricted to
listening while staring at their phone screen.

3. Email Marketing
While may only associate email marketing with newsletters, can use it to send personalized
communications to target audience, promote time-relevant content like product launches and
sales, and nurture leads.

4. Social Media Marketing

As mentioned above, these users also use social media for various purposes that likely align
with marketing goals, like researching brands and products of interest. Granted, using many
of the platforms requires a significant amount of daily effort, but it will undoubtedly payoff:

5. Search Engine Optimization (SEO) Marketing

Search engines are arguably the best marketing channel for acquiring attention. In fact, search
engines are the primary source of discovery for new products and services among all internet
users.

6. Video Marketing
Video is also a non-restrictive form of content advertising. The videos create can be
repurposed for various channels may already use, like social media and email. In a sense,
creating video content for one channel and repurposing it to meet the needs of other channels.

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Product or Service Offerings

Pricing Strategy
5 pricing strategies
 Cost-plus pricing—simply calculating your costs and adding a mark-up
 Competitive pricing—setting a price based on what the competition charges
 Value-based pricing—setting a price based on how much the customer believes what
you’re selling is worth
 Price skimming—setting a high price and lowering it as the market evolves
 Penetration pricing—setting a low price to enter a competitive market and raising it later

Marketing Strategy
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List the different media channels you will use for advertising purposes:
1. Email Marketing
2. Pay-Per-Click Advertising (PPC)
3. Search Engine Optimization (SEO)
4. Display Advertising
5. Social Media Marketing (SMM)
• Facebook – You can reach out to almost any kind of general consumer; you just need to
learn in what groups and pages your targeted customer stay frequently go to at Facebook.
• Twitter – If you’re trying to develop a new business and would want to reach out to early
adopters, then Twitter may be for you, particularly in generating fast brand awareness.
• LinkedIn – Reaching out to professionals, business owners and other Business-to-Business
(B2B) leads and targeted customers, then LinkedIn would be the perfect social network for
you.
• Google+ – This is another good social network for reaching out to early adopters of new
businesses as well as reaching out to the B2B and general social media user. Business owners
should however learn how to make a good presence at Google+ as this may be a great factor
that will influence how SEO will behave soon.
• Pinterest – This social network is great if you’re focusing on visuals for promoting your
brands and products. Majority of users are also women so if these are your market, then
SMM on Pinterest will be good for your business.
6. Content Marketing
7. Affiliate Marketing
8. Online Public Relations

Sales and Distribution

Online tutors believes that the students who most need additional help in learning those at the
remedial level, and not those who already excel and have parents who push them to excel
further. We believe that middle school and high school are the most important times to offer
this additional help, while it can still impact a teen's ability to graduate, attend college, and
succeed in a career. Online tutors have already established its focus and a small group of
dedicated, carefully chosen, and trained tutors. With a new focus on marketing, featuring
website redevelopment, rebranding, new advertising initiatives, and systematic referral
programs, posed to grow significantly.

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Operating Plan:
The definition of an operation is the process of working or functioning, or a surgical
procedure. 
Project Timeline

Production and Equipment

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Daily Activities

Outside Services

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Financial Plan
Financial Planning provides an overview of the field of financial planning and the
planning process, including ethical considerations and related issues. Our goal is to be a
profitable business beginning in the first month.

Product/Service Cost

Product:
School Level: Subjects: Maths, Add. Maths, Physics, Chemistry, Computer Science, IT
College Level: A Levels (CIE, AQA, EdExcel)
Foundation: Subjects: Mathematics, Physics, Chemistry, Further Maths, Biology, Computer Science,
English Literature, IT, Law
University Level: Engineering (Mechanical, Civil, E&E ), Mathematics, Biological Sciences,
Medicine, IT & Computer Science

Service Cost:

Level Syllabus Tuition Fees Per hour (RM)

National RM 35 - RM 60
Primary International RM35 - RM 100
Secondar National RM 40 - RM 70
y International RM40 - RM 120
Degree RM 80 onwards

Marketing Plan and Budget

1. Word of Mouth Marketing – $ 0

2. Podcast Marketing – $ 120
3. Email Marketing - Free
4. Social Media Marketing – $ 80
5. Search Engine Optimization (SEO) Marketing – $ 80
6. Video Marketing – $ 120

Total $ 1,000 = (Marketing) $ 400 + Equipment $400 + Others $200

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Extra Services Costs
Other items include develop eLearning website: $ 200

Project Forecast
Forecasting in project management is the process of making predictions, guesses, or
assumptions of the possible outcomes of a project. These project forecasts are made through
the analysis of historical project data as well as predicted future performances. By consider 3
scenarios of market entrance: positive, moderately successful, and negative:
Successful
It will be positively when school take a long-term plan from our online tuition for all their
student as a partner tutor:

Average student in 1 school in Malaysia 600 student, take 2-hour package learning $20 per
hour. = 600x 20 x2 = $ 24 000 per month x 10 month = 240 000 per year.

Moderately successful
Estimated student take package when exam season or break season within 2 months:

300 student x $20 x 2hours = $ 12 000 per month x 2 month = 24 000 per month

Failure
This is a bad scenario when student forfeit from trail season, it can be zero income
within this business run. $ 0 per year.

Project Forecast
300000
250000
200000
150000
100000
50000
0
Failure Moderately Successful

Monthly Year

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Conclusion

The company's management is confident that is can profitable in most scenarios and can
achieve its aggressive sales forecasts, generating total sales of approximately $24,000, first
month, and $240,000 in per years. In addition, The Company’s' management has carefully
considered its market, potential customer base, and its ability to grow its sales average to
capture market share and will consider opening in Jan 2023. The Company has the potential
to become a highly regarded resource in local, regional, national, and international markets.
Due to the company's aggressive marketing strategy, establishment of the company as a
"unique" entity in its industry, careful development of its products coupled with strategic
partnerships with some of the industry's leaders, and the company's profitable revenue model,
The Company has the potential to provide lucrative returns to potential investors. For The
Company to achieve status as an industry leader, it must secure initial capital. This capital
will be used for start-up costs, to establish a reputable storefront, and to further develop the
business, business infrastructure, internal systems, product development, and extensive
marketing and geographic positioning. Providing that the company can acquire its funding
requirements, The Company will be able to achieve operational success for many years to
come. For

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