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Business plan

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  1. 1. </Social Ventures Life Design Studio_> /*Keji Zheng Cylia Wang*/
  2. 2. </Color your life, outside the lines_ 2
  3. 3. <*In this Social Venture project, we want to address the clashes in values and identities of newly arrived foreigners in the US_ > 3
  4. 4. </Contents-Cylia-+page number Executive Summary Company Overview Business Objectives & Strategy The Team Business Concept Market Analysis & Competitive Landscape Operational Plan Financial Analysis Impact Appendix > 4
  5. 5. </Business Overview> 5
  6. 6. //Business Overview /At a glance_/ BUSINESS CONCEPT Life Design Studio is an experiential life development education organization that enables foreigners’ living in the US to maximize their potential and bridge the gap between “true self” and “ideal self” by bringing in creative thinking and supportive resources. Life Design Studio follows the principle of “education + decentralization”. We share our vision with local educators and designers in building local chapters so that we are able to spread the concept of life design to the most change makers in the US. Although we serve foreigner community in the beginning it welcomes people from other communities to join the co-creation. THE NEED Arriving in a new and different environment, foreigners, such as overseas Chinese youths are subjected to clashes in values and identity from their multiple roles as a member of the society, communities and the self. Short Term: Challenges in making decision of next steps. Long Term: Difficulties in realizing one’s full potential and talents. OUR SERVICE Life Design Studio delivers integrated lifelong personal and professional development services, scenario-based immersive practice by offering modular curriculum and personalized learning experience that aims to maximize our client's’ potential and expand global perspective. Participants at Life Design Studio will face fun & play challenges in the learning environment, which embraces diversity and creativity. 6
  7. 7. //Business Overview /At a glance_/ COMPETITIVE LANDSCAPE Out in the market, existing solutions offer only part of what we’re trying to put together. Life Design Studio differentiates itself from other life development programs at four folds: ● Integrates personal leadership, social, cultural and emotional intelligence as well as industry attachment. ● Unlike traditional coaching programs, we take a way of experiential study with creative thinking and supportive resources with a global perspective. ● With a decentralized business model, we empower educators and designers to initiate from their local communities ● We target a niche market of foreigners in the US as our primary target customers. MARKET SIZE ● 1.18 million international students in the US pursuing a full program of study as of March 2016 ● 914,052, 77% are active students from Asian nations. 353,069 from China at 7% growth; 175,443 of them are graduates and OPT holders MARKET OPPORTUNITY While we are only focusing on 22-35 year- old young graduates or working professionals who are Chinese non- immigrants in the US, eventually, there are further opportunities to scale the Life Design Studio to cater for the larger communities in the US, who are foreigners. 7
  8. 8. //Business Overview /At a glance_/ GO-TO-MARKET STRATEGY ● 2017: preparation in team recruiting and business planning ● 2018: launch the headquarter office in San Francisco ● 2019: license the business in other major cities ● 2020: start online education program ● 2021: expand to other foreigner communities in the US ● Long term: scale to foreigner communities in other countries as the primary country. GROWTH AND SCALING ● Expand from San Francisco HQ to 45 chapters in the most US cities ● Scale from Chinese community to other foreigner communities in the US FINANCIAL OVERVIEW 2018-2021 ● Revenue grows from $5.5million to $19.6million ● Net income grows from $1.2million to $5.2million ● Revenue CAGR 143% ● Net income CAGR 147% ● Gross margin increases from 82% to 89% ● Net profit margin increases from 23% to 26% ● Team scales from 40 to 205 (2017-2021) ● Breakeven period: less than 2 years 8
  9. 9. </Business Concept_> 9
  10. 10. Life Design Studio is an experiential life development education organization that enables foreigners’ living in the US to maximize their potential and bridge the gap between “true self” and “ideal self” by bringing in creative thinking and supportive resources. Life Design Studio follows the principle of “education + decentralization”. We share our vision with local educators and designers in building local chapters so that we are able to spread the concept of life design to the most change makers in the US. Life Design Studio delivers integrated lifelong personal and professional development services, scenario-based immersive practice by offering modular curriculum and personalized learning experience that aims to maximize our client's’ potential and expand global perspective. Candidates at Life Design Studio will face fun & play challenges in the learning environment, which embraces diversity and creativity. Although we serve foreigner community in the beginning it welcomes people from other communities to join the co-creation. // Business Concept /Life Design Studio_/ 10
  11. 11. CORPORATE STRATEGIES The Life Design Studio is a for-profit business with social purpose, which targets the underserved group of international graduate students and young working professionals by starting from the Chinese community in the US. BUSINESS OBJECTIVES ● Launch the business in 2018 ● Reach 200 participants in 2018 ● Recruit a team of 89 faculties in 2021 ● Achieve a revenue of $19.7million in 2021 ● $6.3million from program; $8.1million licensing; $5.3million from other ● Maintain a gross margin of 69% and net income margin of 30% ● Expand to other foreigner communities in 2021 /Business Objectives and Strategies_/ 11
  12. 12. // Team /Leadership_/ 12 KEJI ZHENG Business Strategy and Finance Keji is a design strategist, futurist and technologist. He has over three years consulting experience with early stage companies and fortune 500 in Silicon Valley. Keji’s expertise is in collecting information with the user-centric perspective and translating into business strategies, which maximize the value of creatives. Keji receives a dual-degree of MBA and M.S. Finance at West Virginia University, and a MBA in Design Strategy California College of The Arts. CYLIA WANG Product Development & User Experience Cylia is a passionate and courageous interaction designer based in San Francisco. She’s interested in touch perception. Previously, she worked for UBER China. Cylia studied Integrated Design at China Academy of Art, Interactive Design at California College of The Arts and Parsons School of Design.
  13. 13. // Team /Advisory Board_/ 13 Professor at Stanford University, co-founder of Stanford Life Design Lab and Electronic Arts Dave Evans Professor Best Seller Author and Experienced Workshop Facilitator Justin Kotiz Strategy Guru Steve Diller Profess or Professor at California College of The Arts, CEO of Scansion, Innovation Consultant and Strategist Joyce Lu UX Researcher UX Researcher in education industry Andy Dong Chair of MBA in Design Strategy, California College of The Arts Professor
  14. 14. /What we believe_/ 14 PURPOSE We believe everyone can find a creative path to self-actualization and make positive transformation into someone they can be potentially in the cross-cultural life. VISION The way we make it is by advancing personal development, offering personalized guidance and promoting the inclusive community culture. VALUES Potential - realize one’s potential at maximum Thoughtfulness - deliver personalized learning experience Respect - create a diversified community with the inclusive culture
  15. 15. Arriving in a new and different environment, overseas Chinese youths are subjected to clashes in values and identity from their multiple roles as a member of the society, communities and the self, which hinders their decision-making (on what to say, how to behave, how to make decisions) in the short term, and has a significant impact on their path to realizing their full potential and talents in the long run. How might they position themselves and congruently integrate their roles, values and self-identity as they arrive in a new and different environment? // Business Concept /Problem to solve_/ 15
  16. 16. // Business Concept 16 “In the social jungle of human existence, there is no feeling of being alive without a sense of identity.” Erik Erikson
  17. 17. DEMOGRAPHICS ● Chinese non-immigrants in the US ● 22 - 35 years old ● Stress from the uncertainty of future and social pressure from the original culture ● Has the intention to make change of his/her life PSYCHOLOGICAL SPECTRUMS ● Eager to find out where they stand between self and society but has not yet. ● Eager to find out where they stand between self and society but does not know how. ● Has figured out where they stand but failed to know/follow the path. ● Bothered by more realistic problems: study, work, relationship, etc. // Business Concept /Target Customers_/ 17
  18. 18. </Our Service_> 18
  19. 19. LIFE DESIGN WORKSHOP SERIES (PRIMARY) The workshop offers participants a space where they can brainstorm life planning with parents, friends, experts and even people from different communities. Objective is to broaden participants horizon by trying out in outside world placement. The activity is under the guidance of facilitators (certified life designer) for each discussion group. FIELD TRIP & IMMERSIONS (PRIMARY) To apply what participants have learnt from lecture and workshop we offer task/non-task based project to evaluate learning outcomes in social + cultural intelligence development. The practice is usually made in group and participants are welcome to work in local or even other places in the world. // Our Service /Education_/ 19
  20. 20. LIFELONG PEER COACHING (PRIMARY) Participants not only receive personal feedback and guidance during the program but also enjoy the coaching service once complete the program. KNOWLEDGE BUILDING Since the program is established on self-directed learning most study materials will be offered through online platform where participants can watch the lecture video and download reading materials in the spare time. Also, participants are able to exchange their insights remotely with other classmates. Discussion deepens the understanding of knowledge. // Our Service /Education_/ 20
  21. 21. ALUMNI COMMUNITY & SUPPORTIVE NETWORKS The alumni community and supportive networks offer participants the social connections not only from program internal community but also outside the program. People will gather once per month by organizing local meetup events in different cities and even abroad. // Our Service /Community_/ 21
  22. 22. LIFE DESIGN TRAINER CERTIFICATION PROGRAM All of the workshop facilitators or life designers are going to join an intensive 3-week professional training bootcamp and pass the evaluation before they are certified to run any workshops in the program. EDUCATION CONTENT DEVELOPMENT Working with education institutes, design agencies and publishers, we develop the content to support program learning activities. Furthermore, the content can be licensed to other partners for usage. // Our Service /Other_/ 22
  23. 23. // Our Service /Customer Service Journey_/ ConsiderationDiscoveryAwareness Purchase Use Cultivation AdvocacyPhases Customer thoughts Customer actions Touchpoint I should do something to change my current situation. What can i do? According to my friends, I know about the program. I know it was helpful and fruitful for my friend, will it be the same for me? I still have a lot of questions about the program What do I want to know? What can they bring to me? How credible are they? I want to know how it'll be like for me when I'm a registered member. Customer feelings How much should I pay? Will the program deserve the price? I want to get a reasonable price. How much am I committing myself? Will I be able to manage this along with my work / study? Now I know where my strengths and weaknesses slightly better. I wasn't aware before. I meet a lot of Chinese students, and they have the same challenges with me. We work with local residents, and they introduce the U.S culture to us. I'm more aware of cultural differences and am more equipped to interact with international peers. How is my progress? Am I making any progress? The program has a lot of challenge. The local family host show me a lot of difference between American and Chinese culture. I could bring my new knowledge to try something a little different at work / school. Wow, what progress I've made. I feel like I'm more confident to speak and live in the U.S. I feel like I'm now better equipped to drive this journey myself now. I would like to do something and help others like me. What can I do? I hope that more people who are facing the problem like me will know about the program. I want to be part of the alumni to help others like me before. Journey start Lifestyle Difference Looking for solutions Introduced by friends Join our speaker panel event Consider about the program (talk with family and friends) Get our full assessment Pay for the tuition, and register for courses Taking classes Building social network Learning how to design his life Introduce our program to others Friends Digital Platform Studio Event Sign up Recommended Curriculum Studio Event Ad Hoc Event Online Platform mentor/coach relationship Studio Event 23
  24. 24. </Business Model_> 24
  25. 25. YOUNG GRADUATES Chinese graduate students have to face a lot of challenges. - Can’t be quickly adaptive to school and local community - Unsatisfied with current status from the gap between self-reality and self-future - Unclear about after-graduation life and career path - Lack of education from school and family in life planning WORKING PROFESSIONALS Young Chinese workers with entry-to-mid level experience. - Cannot achieve meaning from daily work - Unclear about the long-term career - Uncertain about where to settle down - Social and family expectation to settle down - Lack of education from school and family in life planning OTHER - Alumni: the group of people who have completed the Program but still need to take the service after that. - Returning customers: the group of participants who have freezed their service and reactivate it later. // Business Model /Customer Segments_/ 25
  26. 26. Customization + Personalization We offer tailored solution through modular offerings. In this way, we customize & personalize our offering for each candidate’s unique set of learning & development needs. Fun + Play Through play, we foster trust, curiosity and exploration, which are essential ingredients to being creative as our candidates develop and design their lives. Immersive + Diversified global experience Building close ties and partnerships with industry and alumni, candidates have access to real-world learning where they might put their learnings into immediate practice. // Business Model /Value Proposition 1_/ Applying design to personal development & growth When design meets you, life can be designed for purpose. Our service allows people with any background to develop their life more creatively and strategically. 26
  27. 27. // Business Model /Value Proposition 2_/ 27 Candidate & candidate’s stakeholders co-creation Guests with diverse backgrounds are brought onboard our candidates’ journey so as to aid our candidates in developing a broad, global perspective. Lifelong impact Learning and growth doesn’t stop upon completion of our program. Our candidates graduate equipped with self-directed learning tools and capabilities. Alumni is still part of our ecosystem. Global network Candidates will collaborate with people from all over the world who also have multi-cultural experience. Specialized understanding of the niche market Tailored for specific needs of candidates’ unique learning needs, taking into consideration of their cultural backgrounds placed in a US learning environment.
  28. 28. Academic , Coaching & Development Experts Industry Partners To develop a compelling and credible program, we will engage experts from respective fields to collaborate with, to integrate knowledge, social, emotional and cultural intelligence building. Industry partners include private corporations, public and academic institutions. Our program have to take into consideration not only our clients’ needs, but also industry’s needs. // Business Model /Key Partners_/ 28
  29. 29. // Business Model /Key Activities_/ INTERNAL Curriculum content creation Creation, management and supervision of the curriculum, cooperating with internal department and partnership. Faculty training & certification Providing professional life design training, issuing certifications to ensure the quality of teaching. 29
  30. 30. // Business Model /Key Resources 1_/ CURRICULUM & PEDAGOGY Life design and development curriculum which is proven tailored, useful, effective, engaging and fun. Teaching material which is regarded as an effective way to provide our Intellectual properties. SPACE & FACILITY A quiet and homey environment will lead a better learning efficiency. LOCAL FAMILY HOST Provide an immersive culture and languages learning experience. 30
  31. 31. // Business Model /Key Resources 2_/ ONLINE PLATFORM A digital platform is created for remote learning, participant’s performance evaluation & tracking and online communications. FACULTY TEAM We highly rely on human intelligence throughout the design process. We hire instructors, facilitators and coaches from the related fields, such as, design, education, coaching, career development, relationship management, cross-cultural communications, etc. ADVISORY COUNCIL (EXPERTS) The advisory council is consisted of the leaders from different industries, who will not only guide the business but also our clients as well. 31
  32. 32. // Business Model /Customer Relationships_/ ONE-ON-ONE IN-PERSON RELATIONSHIP Participant is able to take the in-person office hour with his or her mentors periodically. CO-CREATION WITH MULTIPLE STAKEHOLDERS In each workshop, friends, family, classmates and co-workers are invited to join and co-create with the participant in his/her life development. SELF-SERVICE (SELF DIRECTED LEARNING) We teach the methods and tools so that participants are able to practice outside the program. PERSONAL ASSISTANCE - LEARNING & DEVELOPMENT PHASES Our team supports each participant not only in the learning and practice process but also in the post-stage as well. 32
  33. 33. // Business Model /Channels_/ WORD-OF-MOUTH In the early stage, the program admission is by invitation only. We want to prototype and test the service experience. SOCIAL MEDIA & INSIGHT LEADERS To drive new leads to our program and make more exposure in the target user groups. CROSS-PROMOTION We will partner with education institutions, meetup organizers and corporations. MEETUP & CONFERENCE We will host or attend other’s event in spreading the concept of life design, and promote our program. 33
  34. 34. OPERATIONS We have the costs including office rentals, utilities and office supplies. It also includes legal, design, travel costs, logistics, etc. PEOPLE We spend in employee salary and benefits. Besides, We invest in people, such as employee training and certification program. R&D We develop the learning materials and methodologies, which would match the client’s needs in time. Also, we establish a digital platform for remote learning and other education activities. MARKETING AND PARTNERSHIP We spend in acquiring customers and building partnerships in the industry. // Business Model /Cost Structure_/ 34
  35. 35. PROGRAM FEES (PRIMARY) Freemium model: new participants are eligible to take free sessions, and decide if he or she wants to become a “formal” participant. Membership: we offer subscription service so that participants are able to take unlimited number of sessions for each month. It covers digital platform, online lecture, workshop, lifelong coaching, etc. Extra charges: for special sessions or field trip team projects, participants need to pay for the out- of-pocket fees, covering travel, accommodation and service costs. LOCAL CHAPTER LICENSING (PRIMARY) We license the 3rd party in using our logo and other visual identities, education methodologies and materials in hosting the local chapters serving the local community. // Business Model /Revenue Streams 1_/ 35
  36. 36. // Business Model /Revenue Streams 2_/ CUSTOMIZED EDUCATION PROGRAM We offer the customized life design program for individual, enterprise and education institutions. LIFE DESIGN EDUCATION SUMMIT We host the annual conference with the industry and other local chapters. CERTIFICATION We offer training program and certifications for workshop facilitators or life designers. PUBLISHING SERVICE Our materials can be available for purchase, for example, toolkits, textbooks, lecture videos, etc. 36
  37. 37. </Strategic Planning_> 37
  38. 38. //Strategic Planning /User Acquisition_/ FORMAL PARTICIPANTS As long as the customer relationship has been built up customers are encouraged to take our service on the long run besides the program. ALUMNI Alumni would be also able to spread the influence through word-of- mouth and convert people into new customers. $ Incentivize trial users to become formal participants with discount and free activities, such as meetup. 0 People who have interests but are unsure how they can fit into the Program. On-site Intensive Program: Enjoy 1 day session for free Part-time Program: Enjoy 1 week session for free TRIAL USERS Enrolled in any of the Programs They’re eligible to take the full benefit of study package compared with other type of customers. They’re the contributors of the primary revenue stream. Both Programs are in rolling basis new participants are allowed to join at anytime. As the participants complete the Program, they will join the alumni network. They’re still able to take any single sessions with a special alumni discount. Lifelong peer coaching will be offered for free. Life longShort term $$ 38
  39. 39. 1. 3-WEEK ON-SITE INTENSIVE PROGRAM ● 10 hours online/on-site lecture + 30 hours workshop/field trip/team project per week ● Get access to all of the lectures, workshops and other on-campus activities in San Francisco campus. ● Get access to digital education platform. ● Available for graduate students in summer, academic year 2018-19. ● Out-of-campus activities, such as travelling will be charged in separate. ● Trial users can take 1 day session for free. ● Price: $4,999 1. 3-MONTH PART-TIME PROGRAM ● 10 hours online/on-site lecture + 30 hours workshop/field trip/team project activities per month ● Get access to all of the lectures, workshops and other on-campus activities in San Francisco campus. ● Get access to digital education platform. ● Available for working professionals and graduate students. ● The program admission is in rolling basis. (pay-as-you-go) ● New participants are allowed to drop in at any time. ● Price: $3,999 // Strategic Planning /Pricing Plan 1_/ 39
  40. 40. // Strategic Planning /Pricing Plan 2_/ 40 3. SINGLE SESSION ● Available for trial users and alumni. ● The theme of activities can be separated from any of the Program. ● For example, single workshop session, group field trip for final project. ● Price: vary
  41. 41. </Market Analysis_> 41
  42. 42. GLOBAL CULTURE Being highly adaptive is becoming a requirement for all citizens in a dynamic networking and business landscape of global culture. LEARNING SHIFTS Learning experiences are organic and self-organized (e.g. students can decide how to learn) Hands-on approaches with “real-life” challenges to counter increasingly online existences Focused on values-based learning: academically, socially and emotionally In this era of interconnection, disconnection, and rapid change, it is vitally important to offer young people opportunities to dialogue and build understandings with peers from different backgrounds. // Market Analysis /Socio-Cultural Shifts_/ 42
  43. 43. // Market Analysis /Market Growth 1_/ International student enrollment in all academic levels and participation in OPT are continuing to be on the rise over the years, at 2% growth in 2010 to 7% growth in 2017. Source: Institute of International Education, "International Students by Leading places of origins, 2010 - 2017" Open Doors Report on International Educational Exchange (Washington, DC: IIE, 2015), available online. 43
  44. 44. Of which, active F & M students, exchange visitors and their dependents, from Asia, grew to 914, 052, an increment of 7.7%, between March 2015 - March 2016. // Market Analysis / Market Growth 2_ / 44 Source: Institute of International Education, "International Students by Leading places of origins, 2010 - 2017" Open Doors Report on International Educational Exchange (Washington, DC: IIE, 2015), available online.
  45. 45. Taking a closer look at Asia, between 2015 and 2016, Chinese students remain the largest representation, consisting of 353, 069 active students as of March 2016. While the number of students from India studying in the US grew from 148,360 to 194,438, increasing by 31.1%. // Market Analysis / Market Growth 3_ / 45 Source: Institute of International Education, "International Students by Leading places of origins, 2010 - 2017" Open Doors Report on International Educational Exchange (Washington, DC: IIE, 2015), available online.
  46. 46. 914,052 77% of total Active students from Asian nations 353,069 ⇧7.9% Active students from China 1.18 Million ⇧6.2% International students in the US pursuing a full program of study as of March 2016 // Market Analysis /Capturing the market / While we are only focusing on 22-35 year-old young graduates or working professionals who are Chinese non-immigrants in the US, eventually, there are further opportunities to scale the Life Design Studio to cater for the larger Asian communities in the US, who are foreigners. 175,443 ⇧3.6% Graduates + OPT holder from China 46Source: Institute of International Education, "International Students by Academic levels and place of origins, 2010 - 2017" Open Doors Report on International Educational Exchange (Washington, DC: IIE, 2015), available online.
  47. 47. Out in the market, existing solutions offer only part of what we’re trying to put together. Further, there’s known to skills gaps in college graduates entering the workforce. Employers often find most often lacking in new graduates are how people get along with each other, communicate, work in teams, and solve problems. There hasn’t been any learning and development program that integrates the advancement of personal leadership, social, cultural and emotional intelligence yet. “The best part of the adult learning market right now is a lack of a leading company. In K-12, there is just so much competition. You go to a conference, and there are 30 other products just like yours. In the adult market, it’s just not like that. People are waiting for something. They’re starved for some solutions. So, I think, there is more room for innovation and for small companies to do well and to be heard.” - Vinod Lobo, CEO of Learning Upgrade // Market Analysis /Market Opportunity_/ 47
  48. 48. </Competition Landscape_> 48
  49. 49. 49 The Stanford Life Design Lab applies design thinking to tackling the "wicked" problems of life and vocational wayfinding. http://lifedesignlab.stanford.edu/ ● Offered at 3 tiers - Designing Your Stanford (Freshmen & Sophomores); Designing Your Life (Juniors & Seniors); Designing The Professional (Graduates & Postdocs) ● Tackles problems of life & vocational wayfinding ● Personalized, though applied DT ● Offered as - courses in Stanford ● Resources - books, design tools, network of collaborators, Stanford's courses // Competitive Landscape /Stanford Life Design Lab/
  50. 50. 50 Business Model You, LLC, is located in Portland, Oregon in the United States, and was formed expressly to develop, extend, and implement the Business Model You® career design and talent management methodology. http://businessmodelyou.com/ ● Founder & bestseller author offers workshop and training sessions. ● Founder & bestseller author hosts certification program for people who want ● Online courses are provided to get access to anywhere. // Competitive Landscape /Business Model You/
  51. 51. 51 Good Life Designed was born out of the idea that all people have incredible potential but often the questions of "what do I want" and "how do I get there" are easier left unanswered. https://www.goodlifedesigned.com ● A platform for to effectively share, coach and mentor the people who are committed to pursuing their fullest potential and design their best life. ● Accessible to everyone from high school students deciding where to go to school to baby boomers redefining themselves after a 20+ year career. ● Offered as - Online course, mentoring, workshops, retreats, “designer circles” // Competitive Landscape /Good Life Designed/
  52. 52. 52 Green Pastures combines Choice Theory and the teachings of the Bible, to help youths face challenges to live a worryless quality of life http://www.greenpastures.com.hk/ ● Students will be sure and make good use of the resources of Christian faith, from the experience of life, to identity and affirm their own values, frankly facing life, defeat and lost. ● Recognize the true face of anxiety, effectively deal with positive and negative emotions. Apply positive thinking in life, turn stress into motivation; make a better choice for your life in the challenges and worries of your life and become healthy and happy ● Offered as - Lectures, group seminars, group activities, practice // Competitive Landscape /Green Pastures/
  53. 53. 53 The Interchange Institute was founded in 1997, with the goal of using the founder’s psychological and research expertise to increase knowledge about intercultural transitions, and then turning that knowledge into practical products for real people. http://www.interchangeinstitute.org/ ● Train individuals, couples, families, and multicultural work groups, assisting them in understanding the challenges of living and working with people from other cultures. ● Offered as - Seminars, Consulting, Webinars, Trainers’ Training // Competitive Landscape /The Interchange Institute/
  54. 54. Curriculum Personal Leadership* Cultural Intelligence* Social & Emotional Intelligence* Industry attachment // Positioning /Differentiation/ 54* Refer to glossary in Appendix First-mover advantage: Since we are the first in the industry covering Personal Leadership, Cultural Intelligence, Social & Emotional Intelligence and industry attachment, it brings us the advantage to hold the market position and make profit.
  55. 55. 55 Stanford d.life Business Model You Good Life Designed Green Pastures The Interchange Institute Positioning Stanford elective: career + school + personal development Bestseller: career development Life development + female leadership Therapy + personal life development Cross-cultural life development (research + training + publication) Target Customers Stanford students Career advisors, entrepreneurs, business leaders, working pros College students, working pros Adult, family, children, therapist, educator, religious group, industry peers, school and college, clinical group Cross-culture newcomer, enterprise, Geographic Market Stanford + online Netherland, US, Japan, Spain, Germany + online Los Angeles + online Hong Kong and Singapore International (English- spoken countries) Product & Service Book, curriculum (w/ facilitators), community, learning tools, online course Book, personal/enterprise training, certificate, community, learning tools, online course, Book, mentorship, online course, workshop, retreat, community Book resell, mentorship, lecture, workshop, clinical training, community Public speaking, consulting, book, webinar, training, community Competitive Advantage Stanford branding, founder’s background, content Founder’s background, bestseller, author content, enterprise client portfolios Founder’s background Founder’s background + therapist team Founding team’s background (e.g. cross- culture) Disadvantage In-class activities are not open to the general public (physical space limitation), the founding team is not diversified globally Less reputation, the service experience is highly replied on Dr. Timothy Clark, the founder himself Less reputation, the service experience is highly replied on Pernille Spiers-Lopezl, the founder herself Less resource in “life design” Less reputation Target users limit in English-spoken countries, Less resource in “life design”
  56. 56. // Competition Landscape /SWOT Analysis_/ STRENGTHS A founding team with background of art and creatives, coaching, education and consulting is culturally relevant the target users Holistic service offering that integrates an all-round self-development S WEAKNESSES Difficult to measure the learning outcomes and track participant’s performance on a long run Hard to control service quality with a “decentralized business model” OPPORTUNITIES Trend of “design thinking + X” Targeted toward a growing market of international students in the US Few solutions focus on foreign communities Growing consciousness in self, community, society as well as education industry THREATS Socio-political influences may have a chilling effect of future number of incoming international students The shift of industry: top universities and colleges may start their own program, such as Stanford d.school W O T 56
  57. 57. // Positioning /Competitive Advantage/ 57 In “differentiation focus” generic strategy, we offer original education content and facilitator certification to deliver differentiated service experience, which matches the needs of foreigner communities in the US.
  58. 58. Life Design Studio differentiates itself from other life development programs by offering services, which cover Personal Leadership, Cultural Intelligence and Social, Emotional Intelligence as well as industry attachment. Furthermore, unlike traditional coaching programs, we take a way of experiential study with creative thinking and supportive resources with a global perspective. We build a decentralized business model, meaning we empower educators and designers from the local communities to start their own program, and even develop their own service experience for the local clients. We take the niche market - foreigner community in the US as the primary target users. From the very beginning, we will develop the service experience especially for Chinese community. // Competition Landscape /Our Positioning_ / 58
  59. 59. </Operational Plan_> 59
  60. 60. // Operational Plan /Implementation Roadmap_/ Year 1 Year 2 Year 3 Year 4 Year 5 Stages Build + Test Launch Grow Expand Scale Milestones - Develop curriculum - Build faculty team - Set up certificate program (facilitators) - Develop website and digital platform - Launch pilot program - Build initial partnerships - Launch online service and education program in San Francisco - Publish online content and expand alumni community - Expand partnerships - License local chapters in New York and other major cities, and start to accept program enrollment applications - Provide customized study program (enterprise, education institute, etc,) - Publish books - Host the 1st Life Design Summit - License lecture videos on other self- study websites - License local chapters in the rest of the country - Host the 2nd Life Design Summit - Expand business line by offering education program for clients with non-Chinese background in the US - Host the 3rd Life Design Summit Key Assumptions - Key partners will provide part of the learning materials and project field trip site - People are interested in becoming facilitators through the certification program - The internal team has the capacity to self- develop study content - Online education experience can seamlessly merge with in-class experience - Education/training schools are interested in paying for the certification service - Licensing content would drive enough tractions that would convert to clients - The same program methodologies and education frameworks can be applied to participants from other communities 60
  61. 61. Year 1 Year 2 Year 3 Year 4 Year 5 Stages Build + Test Launch Grow Expand Scale Engagement - In the pilot program (public), only accept clients by employee or friend referral - Launch basic functional website and online community - Open social media channels (Facebook, Twitter, LinkedIn, YouTube, etc.) - Start media outreach - Start social media campaign - Start meetups in the public and universities - Start to partner with Chinese overseas study agency for promotion - Certify facilitators for 3rd parties - Establish cross- culture research center People Plan - Select mentor candidates - Hire curriculum development and faculty team - Hire marketing, PR & sales team - Build a local team (faculties, instructors, facilitators) - Build a licensing service team - Hire marketing and event planning agency Key Barriers - Find the right partners - No learning materials available in the market - Discover the right channels and get clients - How can we build a qualified faculty team? - Will customized program be successful? - Record high quality content of lecture video - Is other community market size large enough? - How can we offer the best service experience to other foreigner clients? De-risking - Rely on DMBA community and professional networks from past working experience - Customer-oriented service design with a strong team - Value iteration process in the program development - Foster a team culture of diversity and inclusion - Control the operation cost - In the same time, evaluate the influence of online education - Develop a 3-months pilot program to prototype it before starting to license local partners 61
  62. 62. STAGE 1 BUILDING AND TESTING THE EDUCATION PROGRAM (2017-2018) ● Organize a lean organization team of 40 people with a collaboration of strategic partners, such as content development, education, sales & marketing, etc. ○ Build an advisory board and mentor team consisted of experts in design, career consulting, education, therapy, communication, life coaching, etc. ○ Partners include but not limit in tech companies, travel agencies, training bootcamps, design firms and education companies in San Francisco Bay Area. ○ Examples: Minerva School, Singularity University, Airbnb, Tech Shop, etc. ● Piloting life design program: ○ Phase 1 Run a 3-month internal beta testing program with no more than 10 participants (with the emphasis on content and customer interactions). ○ Phase 2 Run a 3-month public beta testing program with no more than 30 participants (with real sites). Testers are recruited through employee/friend referral. // Operational Plan /Implementation Plan_/ 62
  63. 63. STAGE 1 BUILDING AND TESTING THE EDUCATION PROGRAM (2017-2018) ● Establish internal facilitator certification program: ○ In the beginning, recruit volunteer graduate students from local design and business schools. ○ Examples: California College of The Arts, Academy of Art University, San Francisco Art Institute, SFSU, UCSF, USF, Hult International Business School, etc. ○ Hire a part-time facilitator team consisted of designers, strategists, consultants, etc. ○ Examples: IDEO, Gravity Tank, Scansion, Frog, DX Labs, Stanford d. school, etc. ● Build a lean version of digital education platform with basic functions available. // Operational Plan /Implementation Plan_/ 63
  64. 64. STAGE 2 LAUNCH THE SERVICE IN SAN FRANCISCO BAY AREA (2018-2019) ● Accept the batch 1 participants (totally 1 full-time + 3 part-time programs over the year) ○ On-site intensive program: 3 weeks (10 hours online/on-site lecture + 30 hours workshop/field trip/team project activities per week), available for graduate students in summer, academic year 2018-19. ○ Part-time program: 3 months (10 hours online/on-site lecture + 30 hours workshop/field trip/team project activities per month), available for working professionals and graduate students. The program admission is in rolling basis. (pay-as-you-go) ● Improve the overall education experience (online + physical) ○ Complete the fully-functional digital platform ○ Hire a service design team (in-house and/or external) // Operational Plan /Implementation Plan_/ 64
  65. 65. STAGE 2 LAUNCH THE SERVICE IN SAN FRANCISCO BAY AREA (2018-2019) ● Launch the new service - customized education training program ○ Add customized program as an extra income stream ○ Target graduate school career office and enterprise HR department ○ Allow graduate students to take the program for academic credits ○ Start to reach out to education institutions and tech companies in San Francisco and New York city through office visits, cold calls, exhibitions and conferences ● Launch marketing campaign in universities and conference // Operational Plan /Implementation Plan_/ 65
  66. 66. STAGE 3 GROW USERS AND EXPAND TO OTHER CITIES (2019-2020) ● Launch the new service - local chapters licensing ○ Support local partners in establishing chapters in New York and other major US cities ○ Allow local partners to use our branding, education materials & methodologies ○ Set up licensing rules and guidebooks ● Launch the new service - Global Life Design Summit ○ Host the 1st annual conference inviting industry and local partners ● Launch the new service - book publications: study materials ○ Education textbooks are available for sale by working with publishers ○ The books are made for people who are unable to join the program or want to keep learning after the program ○ Add publications as an extra income stream ● Launch the new service - the 3rd party facilitator certification program ○ Add the certification program as an extra income stream ○ The program is designed for both internal facilitators or external designers who want to host their own workshops for the public or corporate internal training ○ Convert past clients (alumni) into facilitators // Operational Plan /Implementation Plan_/ 66
  67. 67. STAGE 4 EXPAND TO OTHER US CITIES ● Online education partnership plan ○ Work with the 3rd party MOOC platforms in Life Design online education ○ Examples: Coursera, CreativeLive, Udacity, Khan Academy, etc. ● Local chapter licensing service in the rest of the country ○ Set tier2, 3 cities as the new growth market ● Invest in global culture R&D center ○ Work with academics in research ○ Convert research outcome into education content ○ Organize a team with a background of education, design, anthropology, sociology, etc. Operational Plan Implementation Plan 67
  68. 68. STAGE 5 SCALE THE BUSINESS COVERING NON-CHINESE CLIENTS ● Continue setting US as the primary market ○ Expand clients to non-Chinese foreigners ○ Run 3-months pilot program in San Francisco headquarter ○ Start licensing service for non-Chinese partners ● Build nationwide education networks ○ Allow clients to take programs more conveniently in any place just like “ClassPass” for fitness studios LONG-TERM PLAN Expand the business to mainland Chinese market and the rest of the world targeting foreigners in the local community // Operational Plan /Implementation Plan_/ 68
  69. 69. //Operational Plan /Risk Analysis 1_/ PRIMARY RISK 1 - LOSE THE CONTROL Lose the control of service quality because of licensing and decentralization mode. Derisking Prototype the licensing program and establish strict licensing rules and guidelines. Primary Risk 2 - Low Revenue Caused by either too small-sized niche market or over expensive service charge. Derisking Conduct quantitative market research and prudently estimate the market size for target customers in each community. Identify the industry bench market service charge while considering the operation cost. Make A/B testing on the price and develop loyal customers. Primary Risk 3 - Hard To Assess The Learning Outcome Since consulting/coaching service brings more complexity of human intelligence it might not be easy to measure participants’ learning outcome from the personalized service experience. Derisking Set customer satisfaction and relationship as the priority, and grow people with lifelong impact with particular services. 69
  70. 70. //Operational Plan /Risk Analysis 2_/ Primary Risk 4 - Free Rider’s Effect Established education companies or competitors “copy” our business model. Derisking Develop intellectual property, such as education content and certificate. 70
  71. 71. </Financial Analysis_> 71
  72. 72. // Financial Analysis /Profitability/ ● Gross profit grows from -$36,000 to $17.6million, 4yrs CAGR 143% ● Net income grows from - $0.92million to $5.2million, 4yrs CAGR 173% ● 4yr average gross margin 86% ● 4yr average net profit margin 23% 72
  73. 73. // Financial Analysis /Revenue Sources (2018)/ ● Top 3 revenue sources are customized program (28%), full- time program (26%) and part-time program (24%). ● Top 3 revenue sources contribute $2million, $1.8million and $1.7million respectively. 73
  74. 74. // Financial Analysis /Revenue Sources (2021)/ ● Top 3 revenue sources are licensing (34%), customized program (22%) and full-time program (15%) ● Top 3 revenue sources contribute $8.1million, $5.3million and $3.6million respectively. 74
  75. 75. Financial Analysis Revenue Sources (2021) ● Top 3 revenue sources are licensing (34%), customized program (22%) and full-time program (15%) ● Top 3 revenue sources contribute $8.1million, $5.3million and $3.6million respectively. 75
  76. 76. Financial Analysis Team Growth ● Education team includes instructors, coaches, advisors, facilitators, etc. ● Education team increases from 21 to 89. ● Operation team includes marketing, sales, content development, R&D, engineering and design. ● Operation team increases from 19 to 116. 76
  77. 77. // Financial Analysis /Income Statement_/ 77 https://docs.google.com/a/cca.edu/spreadsheets/d/1iGj2VxY1hTl_5yBsjioW8 TBow_taMM-NPFpUuT3JySQ/edit?usp=sharing More details:
  78. 78. <Measures of Success_> 78
  79. 79. We measure the success of our social venture by two dimensions of the impact: social and business. COMMITMENT TO MISSION Life Design Studio comes with the social purpose that we support people in achieving self-actualization. The purpose needs to generate compelling results that would convince our investors that we are mission-driven. Specifically, we have following metrics: ● # of participant enrollment ● Participant dropout % in the Program ● Degrees of satisfaction before and after the Program - is the participant satisfied with his/her reality compared with self-expectation? ● Feeling of adaption comfortability in the new culture environment before and after the Program ● Make the change - how does the participant make any change after the Program? ● Engagement - how does the alumni engage with the community? // Measure of Success /Business + Social Impact_/ 79
  80. 80. INVESTOR RETURNS Risks and returns are justified in alignment with the social impact. ● # of alumni and participant base ● % of new participant growth ● % of revenue growth ● Gross profit margin ● Net profit margin ● ROI // Measure of Success /Business + Social Impact_/ 80
  81. 81. <Appendix> 81
  82. 82. ● Micro-learning tool platform ● Global organization: event/student project ● promotors: school, overseas study service agency, exhibition, conference ● Private sector & Industries & practitioners ● Academic partners ● Foreigner community chapters ● Curriculum content creation ● Faculty training & certification ● Lecture ● Life coaching ● Workshop ● Mentorship ● Customized-modular life design program ● End-to-end: Embedded “Fun & Play” ● Friends, families & peers etc co-creation workshop ● Bring design methodology into personal development ● Enough challenge (room for failure & experimenting) to make a real difference and promote growth ● Team/individual project with immersive global experience ● Customized, personalized approach ● Lifelong coaching (post-program) ● Alumni community ● Physical space ● Curriculum & Pedagogy ● Content & materials ● Online & Offline platform ● Staff/faculty ● Advisory Council ● Online - Digital Platform ● One-on-one in-person relationship ● co-creation with multiple stakeholders ● Self-Service - Self directed learning (offline) ● Automated services - Online digital platform ● Personal Assistance - Learning & development phases ● young Chinese at 22-35 years old ● graduate students + entry-level working pro ● 1) eager to find out the positioning between self and society but has not yet ● 2) eager to find out the positioning between self and society but does not know how ● 3) Has found out the positioning but failed to know the path ● 4) Bothered by more realistic problems: study, work, relationship, etc. ● 5) Initial dreams, but not taking any action yet ● 6) Haven’t had exposure to industry experience ● Rental & utilities ● Remuneration package - Salaries, rewards, benefits ● Brand development & Marketing efforts ● Content development ● Digital & media Design & Creation ● Ops & Logistics ● Course R&D 82 ● Word-of-mouth ● Social media & Insight leaders ● Cross-promotion ● Website ● 3rd Party Online learning platform ● Meetup & Conference ● Standardized Program fees ● Local chapter licensing ● Enterprise program fees ● Conference tickets ● Certification annual charges ● Publishing
  83. 83. /Glossary_/ 83 Cultural intelligence is a term used in business, education, government and academic research. Cultural intelligence can be understood as the capability to relate and work effectively across cultures. - Wikipedia Emotional intelligence is the capacity to be aware of, control, and express one's emotions, and to handle interpersonal relationships judiciously and empathetically. - Google dictionary Personal leadership is the leadership of the self. It is the ability to define a direction for your leadership and life, and to move in that direction with consistency and clarity. When you practice personal leadership, you “lead from the inside out. Source: www.joellekjay.com/author/whats-your- personal-leadership-iq/ Psychologist Nicholas Humphrey believes that it is social intelligence, rather than quantitative intelligence, that defines humans. The original definition by Edward Thorndike in 1920 is "the ability to understand and manage men and women and girls, to act wisely in human relations". - Wikipedia
  84. 84. </Thank you!> 84

Notas do Editor

  • 总结
  • 5.6.7
  • 10.11
  • Domains: Education/Career/Community/Cross-culture/Diversity/Innovation/Coaching/Design/Consulting/Strategy/Facilitation
    https://www.linkedin.com/in/dave-evans-62148/
    https://www.linkedin.com/in/jmlokitz/
    https://www.linkedin.com/in/michael-landers-0097808/
    https://www.linkedin.com/in/mikezuckerman/
    https://www.linkedin.com/in/stevediller/
    https://www.linkedin.com/in/nanlm/
    https://www.linkedin.com/in/lujoyce/
  • 16
  • 标题
  • 标题
  • Intrinsic motivation - around autonomy, mastery, and purpose.
  • 标题
  • End clients - clashes in identities and self,
    Academic, coaching and development advisors - to integrate knowledge, social, emotional and cultural intelligence building?
    Industry partners - gap from tertiary education?


  • 标题,列出方块
  • 38以后放标题,45页放数据
  • Global culture
    Being highly adaptive is becoming a requirement for all citizens in a dynamic networking and business landscape of global culture
  • https://www.ice.gov/sites/default/files/documents/Report/2016/sevis-bythenumbers-0416.pdf

    Need to find data for:
    Total Addressable Market: annual new Chinese h1b visa holders + new overall students (including OPT) = 328, 547 + 26,458

    In 2016,
    total chinese students in US undertaking college & advanced degree = 328, 547
    total number of H visas issued (https://travel.state.gov/content/dam/visas/Statistics/AnnualReports/FY2016AnnualReport/FY16AnnualReport-TableXVII.pdf) = 26,458

    Serviceable Available Market: annual new Chinese graduate students + OPT = 123,250 + 52,193

    Serviceable Obtainable Market: annual new Chinese graduate students + OPT in San Francisco =

    The 2010 United States Census[6] reported that San Francisco had a population of 805,235.
    Bay Area (9 counties) population - According to the 2010 United States Census, the population was 7.15 million in the nine-county Bay Area, with 49.6% male and 50.4% female.
    The population of the United States was counted as 308,745,538,[4]
    I.e. Bay Area population = 2.3% of USA; SF population = 0.26% of USA


    Nonimmigrant – Person entering the United States to visit, study or work (depending on the type of visa) temporarily, but not to stay permanently in the United States.
    • F-1 nonimmigrant student – Nonimmigrant status conferred on a student pursuing a full program of study in a college, university, seminary, conservatory, academic high school, private elementary school, other academic school or language training program in the United States that is SEVP-certified to enroll F and/or M students.
    • M-1 nonimmigrant student – Nonimmigrant status conferred on a foreign national pursuing a full program of study at an SEVP-certified vocational school or other recognized non-academic school (other than in language training programs).
    • J-1 exchange visitor – Foreign national selected by a Department of State-designated program to participate in an exchange visitor program.
    • STEM – Science, technology, engineering and mathematics programs of study.
  • 46-49不放
  • Alternate - http://www.life-design.koeln/ , https://www.facebook.com/events/1405273829564908
    What does it mean for us?
  • Alternate - http://www.life-design.koeln/ , https://www.facebook.com/events/1405273829564908
    What does it mean for us?
  • Alternate - http://www.life-design.koeln/ , https://www.facebook.com/events/1405273829564908
    What does it mean for us?
  • Alternate - http://www.life-design.koeln/ , https://www.facebook.com/events/1405273829564908
    What does it mean for us?
  • Alternate - http://www.life-design.koeln/ , https://www.facebook.com/events/1405273829564908
    What does it mean for us?
  • https://en.wikipedia.org/wiki/First-mover_advantage#Preemption_of_scarce_assets
  • http://www.ifm.eng.cam.ac.uk/research/dstools/porters-generic-competitive-strategies/
  • 标题
  • 标题
  • 63-67 图
  • https://www.marsdd.com/wp-content/uploads/2011/02/MaRSReport_Social_Metrics.pdf

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