Rainbow English School for

Toddlers

Executive Summary
 The Rainbow English School for Toddlers (REST) is a business that caters to

children between 1 to 3 years old. It aims to help these children to proficiently learn the

English language in both oral and written communications as they begin to step forward

into the outside world such as going to Pre-school. The head of REST, (name) is an

English teacher for children and his/her experience is unwavering. Thus, she learned to

promulgate an original English Program that fits best for toddlers with English as a

second language. REST deploys trained and skilled English teachers on a home-

service type of services on a per hour or package basis. These teachers are considered

Freelancers as they are only given a task if their profiles are chosen by the parents.

Based on the statistical report of the Ministry of Manpower (MOM), 228,200

freelancers were tallied from June 2019 to June 2020 (Tan, 2021). This was during the

height of the pandemic. In the previous record, there was only 8.8% as noted by Tan

(2021), in Singapore. These jobs are taxi drivers, insurance sales agents/brokers, real

estates agents, car and light goods vehicle drivers, hawkers/stall holders, media-related

workers, retail and wholesale trade managers, academic private tutors, IT-related

workers. Under media-related workers, writers are considered top jobs.

As English is considered core in the academic aspect of Singapore to become

competitive, REST desires to become one of the agencies that helps parents and even

the government in targeting the desired data of fluent and communicative English

speakers in the country. The owner believes that in planting a fruitful seed, nurturing

from the very root of helps in acquiring the desired result.

In a survey conducted by the Institute of Policy Studies (IPS) on race, religion

and language; it was found out that 71% of the 4,000 respondents across different
ethnic groups of the surveys from 2013 and 2018 stated that they want inter-ethnic

interactions in the public space should be in English (Ang, 2020).

In the study of Bo, Fu & Lim (2022), it was revealed that students’ English

proficiency scores significantly predicted their current Grade point Average (GPA) and

proficiency scores significantly strengthened the association between students' prior

academic performance and their current GPA. This proves that high English proficiency

is a huge factor in the success of the student’s university performance in the future.

Further, it was mentioned by then Education Minister, Ong Ye Kung that the

education system of Singapore believes in providing additional support to weaker

students instead of reducing the growth of top performing students. He believes that no

child should be left behind. As such, the demand for English tutors in the country has

been remarkable, as parents mainly do not want their children to be left behind in

school. Being said, REST is founded from the main principles of its founder and in

adherence to the government’s pursuit for educational development.

REST mainly engages with locals in the country and operates using a website

and social media pages. Entire transactions shall be done through e-mail, chat, phone

calls and video call conferences. It desires to target 250 students withing 12 months

since its establishment. The start-up cost is $2,000 and is expected to generate up to

$79,000.
The Business
Structure

REST is a small start-up English Tutorial school that is mainly run by (name), an expert

in teaching English language for primary students. It will deploy trained and skilled

English teacher to homes of toddlers that desire for learning English.

Products and Services

The main product and service of REST is its English tutorial sessions for toddlers

between 1 to 3 years old. The tutorial packages are classified as beginners,

intermediate, and advanced. Each includes learning oral and written English. These are

the categories

Beginner Intermediate Advanced

Phonics Phonics Phonics

Singing Singing Singing

Speaking Reading Reading

Writing Writing

Speaking Speaking

SGD 35.00 per hour SGD 45.00 per hour SGD 50.00 per hour
Operations

REST is located in the office unit of (CEO) in (Singapore Address). As all teachers are

virtually employed, they do not necessarily need to come to the office as they will be

working with the students through home visitation or through virtual communications

such as: email, ZOOM, Skype, and mobile phone. REST equipment include a personal

desktop, mobile phone, telephone, Printer with fax machine, reproduction machines for

learner’s kits, and school supplies for teachers.

The pricing is based on hourly rate packages; based on the preference of the clients.

Beginner Intermediate Advanced

Phonics Phonics Phonics

Singing Singing Singing

Speaking Reading Reading

Writing Writing

Speaking Speaking

SGD 35.00 per hour SGD 45.00 per hour SGD 50.00 per hour

The child assessment is free which shall be done through zoom and a form that shall be

filled-out by the child’s parent or guardian. Thus, when the assessment is released,

REST will offer the best package that suits th current need of the child. A package

proposal is sent and once approved, an agreement shall be made along with a contract

followed by the payment.

Concept Development

A registration fee is required as a part of formally including the child to the list of

students of REST. Thus, prior to the scheduled date of tutorial session which is three

days before the class, clients are required to pay the per hour session. Thus, if in any

circumstance may happen; either the teacher is not present with a valid reason or the

client choose to set another schedule which is 1 day before the class, the payment shall

be refundanble. However, if the client decided to cancel the class a day before the

schedule, the payment shall not be refunded to compensate the effort of the teacher.
Tutorial Process

The process begins with the client reaching

Production Process
out to REST. The company will conduct a

child assessment in English proficiency. An Client inquiry Child Assessment

offer or package proposal shall be sent. The

Client approves and pay the necessary fees.

The teacher selection commences followed Tutorial and As-

sessment Proposal

by the tutorial session. Assessment of the

child per learning phased which is 100 hours Payment and Selec-
tion of teacher

or as the module is completed.

REST and clients will have constant communication to foresee the development of the

child.

Licenses, Permits and Regulations

The following licenses are necessary for completion for REST:

 Application for tution centre license from Council of Private Education (CPE)

 Confirmation from CPE

 URA approval to use premises as commerical school

 Provide details of directors, managers, and teachers

Since REST will not hold classes in its physical location, it will not necessarily apply to

the Fire Safety and Shelter Department (FSSD) for fire safety clearance.
Legal Considerations

As teachers shall be engaging students within its private premise, they shall be required

a police certification or good moral conduct that shows they are of good status. As such,

background checks shall also be required for clients to make sure teachers are safe

inside the abodes of the client.

Insurances

Insurance Cost per month

Commercial Liability $500.00

Income Protection $86.50

Payments

REST maintains two different company bank accounts for transactions, as well as a

savings account into which all money will be transferred at the conclusion of the fiscal

year to be used for other purposes. The only method of accepting payments from

customers will be bank transfers, which will be used exclusively.

Due to the fact that a registration charge is needed upon acceptance of proposals and

the signing of contracts, an invoice is provided to the customer as proof of payment of

the fee. Clients are required to pay the per-hour rate three days before the scheduled

start date of the tutorial once the contents have been authorized and completed by the

instructor.
Quality Control

Before being hired, freelance teachers are subjected to an extensive screening and

evaluation process. As a consequence, REST is confident in the outcomes of the

English assignment. Each instructor must go through a lengthy credential submission

procedure, as well as training for the curriculum and a background check as part of the

requirements for employment.

The Market
Summary
In Singapore, the tuition business is seeing a resurgence of opportunity. It is always up

to date, and it seems to be promising in terms of financial rewards. Businesses in

Singapore have embraced the digital era, with every small and medium-sized firm

considering the creation of a website or a social media presence. As a result, searching

for English instructors on various social media platforms, such as Facebook, is more

convenient.

Example:

Mr. and Mrs. Lim have a toddler, Nikki. She is two and a bit shy when she plays with

others. They late found out that because she is unable to communicate in English, she

tends to go alone. Therefore, they want her to learn the language and be confident

about engaging with people around her.

The Customers

Customer Segmentation Looking for

Parents of toddlers in o Those who are working o English tutors that

Singapore and have less time to can come home

teach their children

o Those that want their

children to

communicate with

English and are not left

 behind.

Marketing Strategies

USP: Any parents living in Singapore that desires to have their toddlers begin to learn

oral and written English to help them properly engage as they step into the outside

world.

Customer Management Plan:

1. Research customer in advance

2. Regular service updates

3. Customer survey (testimonial)

This tactics allow clients to promote Stylo Contents through word of mouth.

Promotional Strategy

Promotion channel and activity Expected business improvement

Website Exposure

Social Media Exposure

E- Portfolio Proof of skillset

Lead Generation Potential customer

Risk Assessment

Risk Likelihood Impact Strategy

Competition Likely High Practice skills, hire

strength highly skilled
writers
Limited Start-up High Seeking investment
Capital
Late submission Likely High Brand reputation
or failure to
deliver

Competitors (based on website)

Curious Kids - An English Language Centre

EduEdge English Specialists
Sharp Learners Tuition and Enrichment Centre
SWOT ANALYSIS
STRENGHT WEAKNESSES

High demand for English tutors Start-up company

High online presence for its business No testimonials

Trained and Skilled English Teachers

Convenient Service

OPPORTUNITIES THREATS

Digital advertising allows right consumer Establish digital English Tutorial Schools

target Rival’s competitive pricing

Have established social media pages

The Future
Vision Statement: REST aims to become a leading Home-Service Based English

Tutorial School that caters to children between 1 and 3 years old.

Mission Statement: REST strives to give the best possible English learning as early as

possible to give children the confidence that they need when they step inside the real

world.

Twelve-Month Goals

o Have 250 enrolled children

o Retained 60% of the students from the first year

Action Plan

Milestone Date of expected completion

Registration of business name A month before the opening

Registration of insurances A month before the opening

Procurement of necessary materials Two weeks before the opening

and equipment for the studio

Establishment of Business Two weeks before the opening

Launching of website and social media One week before the opening

channels

Business opening Week 1

Secure first client Week 2

Secure 10 clients Week 3

Complete client one project After 6 months

Business Expansion

o Workshop hosting

o Launching Youtube page for business

o Apply for trademark

o Charity commission

Finances
Start-up Expenses

Item Cost (First year)

Equipment $713.50
Technology (Software) $ 350
Materials $ 350
Insurances $586.50
$2,000
 References

Tan, A. S. (2021, May 26). FREELANCE STATISTICS AND TRENDS IN SINGAPORE:

A DETAILED LOOK. Retrieved from Lancer X: https://lancerx.co/freelance-
statistics-singapore/
Ang, J. (2020). Singaporeans feel English should be main language used in public, with
space for other languages: IPS study. The Strait Times.
https://www.straitstimes.com/singapore/singaporeans-feel-english-should-be-
main-language-used-in-public-with-space-for-other
Bo, W. V., Fu, M., & Lim, W. Y. (2022). Revisiting English language proficiency and its
impact on the academic performance of domestic university students in
Singapore. Language Testing, 02655322211064629.
Channel News Asia. (2012). Minister outlines MOE's plans for holistic education.
Channel News Asia. https://www.channelnewsasia.com/singapore/minister-
outlines-moes-plans-holistic-education-1891701