By Asim Yakub, BSR SG Head 1

Beaconhouse College Campus Defence, Karachi

Business Plan - February 2013

By Asim Yakub, BSR SG Head 2

BSR has witnessed expansion with the addition of branches for all levels (Bubbles and Early Years to A-levels)

Introduction

By Asim Yakub, BSR SG Head 3

Almost 400 BSS O-level students in Jubilee Campus and Defence Campus combined but don’t yet have any A-level branch in DHA

A’level in DHA/Clifton – the need

Growing population in the area

Construction of new high rise buildings

By Asim Yakub, BSR SG Head 4

Some other competitor A’level colleges in the vicinity have numerous students but are now filled to capacity.

BSR A’level Program – market gap

Nixor College – 800 students

The Lyceum – 700 students

TCS (PAF Chapter) – 1,000 students

By Asim Yakub, BSR SG Head 5

Attract and retain the cream of both BSS and non-BSS students by repositioning Beaconhouse A’level program

This can be achieved with establishment of an independent A’level school at a prime location in DHA, which offers more in terms of facilities, faculty, subjects and co-curricular activities than other premium A’level schools

Beaconhouse College Campus Defence

By Asim Yakub, BSR SG Head 6

Growing market: Increasing no. of schools now offering O’level in

Karachi A’level branches have been established by

various schools A handful of names, mainly independent A’level

schools/colleges, are leading the market due to general perception of best quality education and good prospects of students that enroll there.

Market Analysis

By Asim Yakub, BSR SG Head 7

SWOT Analysis

Strengths

• Infrastructure/Campus • Prime Location • Existing student base from Jubilee and Clifton A’level for A2 students • Jubilee and Defence O-level grads• Potentially large no. of non-BSS students from DHA/other areas that prefer to be in the vibrant DHA area

Weaknesses

• Perceived image of BSS A’level seems to be below that of KGS and Lyceum• Location disadvantage of Jubilee and Clifton A’level (Korangi, Behind KGS)• Co-curricular not very active • Physical facilities in need of upgrade• Lack of full time high caliber faculty

S W

By Asim Yakub, BSR SG Head 8

SWOT Analysis

Opportunities

• Only A’level school offering media studies at a time when this subject is becoming more popular • Student societies can be organized here with the hiring of new, full time staff • Use BSS network for student exchanges in co-curricular activities• Offer diverse qualifications like ;• UoL external degree programs (LLB, BSc).• Executive short-courses or even •EMBA can be offered, possibly in affiliation with a higher education institution e.g. IBA.

Threats

• New proposed A-level college will be in the vicinity of tough, well entrenched competitors, so we’ll have to try harder to gain premium product positioning: KGS The Lyceum Nixor College• Lack of amenity land will compel us to operate from a commercial building. This might not be received well initially

TO

By Asim Yakub, BSR SG Head 9

Marketing Plan

By Asim Yakub, BSR SG Head 10

Target Market

Non-BSS O’level

BSS AS Level

BSSO’level

Jubilee & DefenceCampus

Relocation: Jubilee & Clifton A’level

O’level graduates of allgood schools; want to attend leading A’levelschool; especially residents of DHA/Clifton

By Asim Yakub, BSR SG Head 11

Position BSS College Campus as a leading A’level college as well as a bouquet of other qualifications, with high quality educational environment at par with other leading schools, although not a copy cat (differentiated product)

Marketing Strategy

By Asim Yakub, BSR SG Head 12

Unique Selling Proposition (USP): Location and campus itself, which will provide a better infrastructure than competitors:More parking space, rooftop cafeteria, indoor gym, Wi-Fi facilities, access to grounds and swimming pool at Defence and Jubilee Campus, etc.

Marketing Strategy

By Asim Yakub, BSR SG Head 13

Product Positioning

Price

Quality

BSS new campus to be here with KGS & Lyceum

BSS, The City School, LeCole, Southshore, etc.

Product Positioning - Overall

Nixor

Price

Quality

BSS

The City School, LeCole, Southshore, etc.

Product Positioning (Academics)

KGS, Lyceum, Nixor

The range of subjects, physical facilities and development opportunities offered to students will need to be the best possible in terms of market standards

By Asim Yakub, BSR SG Head 14

Campus: A modern building, designed by leading architect S.Abdullah, constructed on 400 sq.yards, with basement car parking and 5 upper floors plus roof top cafe

Marketing Mix - Product Portfolio

By Asim Yakub, BSR SG Head 15

The following images are rated outrageous!

Viewer discretion is advised!

By Asim Yakub, BSR SG Head 16

By Asim Yakub, BSR SG Head 17

Concept Images: Classrooms

Concept Images: Modern Learning Areas

By Asim Yakub, BSR SG Head 18

Concept Images:Gym, Classroom

By Asim Yakub, BSR SG Head 19

Concept Image: Cafeteria

By Asim Yakub, BSR SG Head 20

Beaconhouse College Campus DefenceArchitectural Plan

Site: DHASite dimensions (approximate) : 83' x 51'Area per floor : 4100 sq ftTotal area of 5 floors: 20500 sq ftUp to 200 students

Color Palette

Subjects Offered

Suitable for Pre-engineering as well as Humanities

Pre-requisites: O-Level Math & English at least Grade B

Applied Sciences◦ Physics◦ Chemistry◦ Math / Further Math◦ Biology◦ Psychology◦ Computing◦ Media Studies◦ Environmental Mgmt

Social Sciences / Humanities◦ Accounting◦ Business Studies◦ Economics◦ Sociology◦ Art◦ Urdu Literature◦ English Literature◦ Law◦ History◦ Drama & Theatre

By Asim Yakub, BSR SG Head 29

By Asim Yakub, BSR SG Head 30

•Australia and Canada Matriculation Certification•One-year programs, which students can complete after their O’level•Recognized worldwide yet easier than A’level

AUSMAT/CIMP

•External degree programs in Law (LLB), Economics (BSc), Finance (BSc) can also be offered in the evenings and/or weekends

UOL International Degree Programs

•Offer Executive short courses and perhaps even ExecMBA in affiliation with some business school like IBA

Executive

Product Portfolio - Affiliations

By Asim Yakub, BSR SG Head 31

Avoid price war: more profitable for the new program to engage in Bertrand model of interdependent price based behavior with a uniquely differentiated premium product positioning Compete on quality rather than price; Bertrand

Nash-equilibrium will lead to price matching with premium competitors, making our project a more profitable venture

Scholarship policy?

Marketing Mix - Pricing

By Asim Yakub, BSR SG Head 32

Bertrand Model : Price

Interdependence

By Asim Yakub, BSR SG Head 33

Located in Bukhari Commercial area, it is accessible from main avenues and streets of DHA such as Kh-e-Ittehad, Khayaban-e-Muslim, Kh-e-Shujaat and Kh-e-Bukhari

As compared to Nixor and The Lyceum, the street is not congested and the school building will have high visibility; being a 3-side corner location, ample parking space is available.

Marketing Mix - Place

By Asim Yakub, BSR SG Head 34

Registrations should be opened not later than mid-March for which a model classroom, gym and the reception area should be ready to showcase our college to parents/students/teachers

Promotional activities to commence from February

All communication for this will be geared towards not only announcing the launch of the new campus but positioning it as a premium product in the A’level/college education sector

Marketing Mix - Promotion

By Asim Yakub, BSR SG Head 35

Social Media Marketing Website

Advertising

PR

Events

Promotional ToolsUse each tool to drive traffic to new campus and convert into registrations

By Asim Yakub, BSR SG Head 36

Campus-specific Facebook page to be run by ROS, supported by HO

Facebook Updates: Facilities/infrastructure details; interior design pictures; work of BSS A’level students such as media students to be used after screening

Photography/videos to promote new campus to be made with the help of media students

Existing body of O and A’level students of BSS, and their teachers will be requested to like the page and spread word

Social Media Marketing

By Asim Yakub, BSR SG Head 37

A campus-specific website to be created by HO CC/IT departments, with content provided by ROS

This will be a dynamic and interactive website, where students and teachers can register and receive updates of activities

BSS College Campus Website

By Asim Yakub, BSR SG Head 38

Two campaigns in The News and Express Tribune/ Online

◦ The News is one of the most widely read newspapers amongst our Target Audience

◦ Tribune is popular with the young crowd, including O and A’level students (especially the website)

Advertising

Launch Campaign

The News Qtr Pg (City Pages)Express Tribune Qtr Pg (City)Tribune Online

Rs.155,000

Mid-March/April

SecondCampaign

The News Half Pg (City Front)Express Tribune Half Pg (City)Tribune Online

Rs.310,000

July

By Asim Yakub, BSR SG Head 39

Coffee Mornings

•For mothers from Defence and Jubilee Campus•Allowed to take a tour of the campus, use the gym and drink tea/coffee•This will help them become familiar with the project and consider the school for their children (O’level students)

Networking Lunch/Meetups

•For O and A’level tuition and other schools’ teachers, with a good name in the market•The new campus and its vision can be promoted by Head of Corporate Communication and/or those overseeing the project execution in Karachi•Most of these teachers have hundreds of students and can be very effective brand ambassadors for us.

Public Relations

By Asim Yakub, BSR SG Head 40

2 Open Days to be organized in April and July 2013

These will be festive, full day events held on the rooftop of the new campus

Existing BSS O’level students from Jubilee and Defence Campus, and students from other schools will be invited with their parents

Events

By Asim Yakub, BSR SG Head 41

The Beginning!Thank You!