This was a project that my group and I worked on for class

3. Edussential
Edussential is an online learning program specifically tailored for
Caribbean students to assist in secondary school education
Students will be able to access a wide database of interative
information, tailored textbooks, online tutoring services, and test
& assignment banks to make learning an easier and more
enjoyable experience.

4. Our HQ location: St. George’s, Grenada
Established since February 2015
Business owner: Ms. Halina Bhola, Ms. Shanika
Douglas, Mr. Kurt Gilchirst, Mr. Joash Purcell and Mr.
Martin Messiah
Edussential

5. Edussential
 Our vision is to create an online platform that empowers students in
the Caribbean to excel at their academic and become global thought
leaders
 Our mission is to create online educational resources that will make
learning easier for Caribbean students.
 Our target market is high school students
 Our marketing strategy is to network with high schools, government
institutions and NGOs around the Caribbean to promote our services
 We will also utilize social media in our Marketing Stratey

6. Edussential
 Our Subscription for the website will be priced at US$10 per month
 Our Edussential e-textbooks be priced at US$15
 Online tutoring
Individual: US$20 per hour
Group (3 students and up): US$10 per student
 We need an initial investment of US$25,000 to launch the start-up
which will include the cost of legal consultation, programming,
publishing, management and marketing

7. Management

8. Team
Finance ManagementIT Specialist EducationMarketing

9. Key Personnel
Teachers
IT
Technicians/Specialists
Accountant
Market Specialists
HR Managers
Students and Teachers to
test the software on
(Control groups)
UX Consultant

10. Flat
Organizational
Chart
to
maximize
communication
CEO
Marketing
IT
Management
Education

11. Recruitment
We will recruit new employees using:
Online advertisements
Newspaper postings
High school and University recruitment

12. Skill Building
 We will provide on the job training
 We will also provide financing for training in specific areas for our staff that
will boost the organizations productivity

13. Marketing

14. Research
We surveyed and interviewed:
500 Primary School Students from 12 schools in 4
Countries
1500 Secondary School Students from 21 schools in 7
Countries
Parents

15. Research
Secondary School Teachers
Representatives of Ministry of Education in 7 countries
Prime ministers of Jamaica, Grenada and Trinidad
President of Guyana
Regional UNESCO and UNDP Representatives in 2 countries

16. Market Size
 There are currently over 50,000 students enrolled in secondary
school around the Caribbean based on estimates from the
Caribbean Examination Council and the Ministries of Education
4 Caribbean Countries
 The largest segments of students are located in Jamaica, Barbados,
Trinidad and Guyana

17. Customer Segments
Our segmented niche market of Caribbean Secondary School Students including:
 Students from Form1-3
 CSEC candidates
 CAPE Candidates
 Returning Students

18. 35%
10%
50%
5%
CXC Cape
Form 1-3 Returning

19. Value Proposition
Newness
Performance
Customization
Effectiveness
Design
Brand
Price
Cost Reduction
Risk Reduction
Accessibility

20. Secondary School Education
Online
Student Directed
User friendly design
No special requirement
Easy to navigate
24/7 Accessibility anywhere
in the world)
Focused Approach
 Enhance exam performance
 Secure system for individual users
 Private database
 Record student’s performance and
progress
 Tests both online and printable
 Curriculum updated annually
 Reduce risk of failure
 Boosts student’s confidence

21. eBarebones Textbooks
Online
Concise
Inexpensive
Accompanies by voice
over PowerPoint lectures
for each chapter
Test, homework and
project bank

22. Online tutoring
Small Interactive groups
Personal Tutor that
monitors performance
Inexpensive
Whiteboard Technology
to increase effectiveness
of teaching

23. CXC/CAPE Training
 Customized for CXC
candidates
 SBA support
 Drilled Down Capabilities
 Accessible from home Work to align your career
Current up to date
Match curriculum

24. Channels
Awareness
Evaluation
Purchasing

25. Awareness
Radio
New Channels
Social Media
Teachers directly
Lecture/ Orientation
Wrist Bands
School Essentials
App/ Website
Sports gear

26. Evaluation
 Online surveys

27. Purchasing
 Delivery & after sales: Online

28. Customer Relationships
Online Automated Services
Co-creation, for when we’re creating the site for different services
Licensing to school/ministry of education

29. Revenue Streams
Monthly Subscription US$10
Edussential eTextbook US$15
Group Tutoring US$10 per person per hour
Personal Tutoring $20
Advertising

30. Competitorssition
There no direct competitors but there are 3 companies involved
in online secondary school education services in the Caribbean

31. Operations

32. Key Activities
Production
Problem Solving/Network
Issues

33. ProductionBuild frame work for the website
Create content for the website
Launch/Broadcast
Updating Resources
Maintaining Resources

34. Problem Solving/Network Issues
Collaborating with teacher and student to refine the
work

35. Key Partners
Creation and
Optimization
Reduction of Risk and
Uncertainty

36. Creation and Optimization
Ministry of Education
Parent Teacher
Associations
Student Body Relations
CXC / CAPE
Teachers
UNESCO
Other Charitable Organization
Tutors
Universities
Top Performers CSEC & CAPE

37. Reduction of Risk and Uncertainty
CXC
CAPE
Authors and Publishers of
Established Textbooks
Ministries of Education

38. Key Resources
Physical
Intellectual
Human
Financial

39. Physical
Rent office space

40. Intellectual
Copyright
Inhouse Software: EduAir
Google Drive
Customer Database

41. Human
Teachers
IT
Technicians/Specialists
Accountant
Market Specialists
HR Managers
Students and Teachers
to test the software on
(Control groups

42. Financial
Total Initial Start up
cost US$25,000

43. Communication Channels
Email
24/7 Call Center
Company Skype, Whatsapp and Snapchat Profiles
Social Media

44. Payment
Payment could be in two ways:
Direct payments using Debit/ Credit Cards online
Western Union/ Billexpress and Other Physical Money
Transfer Formats
Edussential Giftcards
No checks will be accepted
We have no credit policy
We grant no warranties however, we do offer a all access 2
week trial

45. Payment
No checks will be accepted
We have no credit policy
We grant no warranties however, we do offer a all access 2
week trial

46. Finances

47. Key objectives & financial review
Financial objectives
To become profitable within the first 3 years
To minimize variable cost so that as we grow we become
more profitable
To minimize reliance on the bank for financing because of the
expensive cost of their financing

48. Finance Required
40%
2%
18%
40%
Initial Investment
Investors Personal Family Crowdfunding
We need an initial
investment of US$25,000
This will cover expenses
associated with legal costs,
publishing, programing,
data creation, management,
and marketing

49. Assumptions
Assumptions
Exchange rates in the Caribbean stay within their established
range
Seasonal Revenue
No sales during the 2 months of Summer and 1 month for
Christmas

50. Initial Cost Structure
8%
20%
4%
40%
24%
4%
Cost
Website Marketing Legal Advice
Data Creation Staff Publishing
Cost
Website $2,000
Marketing $5,000
Legal Advice $1,000
Data Creation $10,000
Staff $6,000
Publishing $1,000
Leasing $2,000

51. Year 1 Year 2 Year 3
Tutoring 72,000 $108,000 288,000
Book Sales ($15) $90,000 $135,000 $180,000
Subscriptions ($10) $200,000 $360,000 $480,000
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700,000
$800,000
$900,000
$1,000,000
REVENUEINUSDIOLLARS
EDUSSENTIAL PROJECTED REVENUE FOR FIRST 3 YEARS

52. Break Even Analysis
Fixed Costs= $25,000
Variable Cost= $10 per hour per tutor
Using regression analysis, the most important stream of our
revenue will be generated from subscriptions at $10 per
month
Break-even = US$25,000/US$10
= 2,500 subscribers

54. Strengths
New (for the market)
Cheaper for students and parents (innovative)
More accessible (24 hour)
Can pay either by online or via Western Union
Good human resource

55. WeaknessesBased online (not everyone has internet access)
Technical issues concerning strength of WiFi
connection
Parents may be skeptical
Teachers perception
Keeping up with changing curriculums
Initial Start up cost

56. Opportunities
New Market
Networking with the ministry of educations throughout
the Caribbean
Transforming how people learn throughout the
Caribbean
Integrating technology in to the learning process

57. Threats
Licenses and Copyright issues