Lesson Builder 2.0 (Spring 2010)

Teach.

Learn.

Your Way.

Introduction

• Company: Home Educational Networks, LLC

• Founded by four UCLA Extension students

• Service: Lesson Builder 2.0

• Customer: Parents of Home-based Students

• Goals: 1% market share by end of 1st year

and $1 million in revenue.

Who is home schooling?

• 1.1 million children are home-schooled each

year

• Reasons: Religion, Distance, Special Needs,

Anti-Establishment, and Better Education

• Commonality: Parents want to be in control

• We provide control, options, and simplicity

What is Lesson Builder 2.0?

• Revolutionary online home-school resource for

parents and students

• Aggregates free educational content from the

internet and organizes it into lesson plans

• Allows parent teachers to build and customize

their own curriculums in our easy to use website

• Think Wikipedia, but with better organization,

trustworthy content, and social networking

features

Stakeholder’s Analysis

Company: Core Values

Mission Statement: To help parents be the best teachers they can be.

Vision Statement:

To provide the most comprehensive, flexible and rewarding lesson planning resource for parents, using the latest Internet technology.

Company

Customer

Competitor

Community

Company: Brand

• Brand & Position: Progressive, small start-up,

tech-driven, community-oriented. The best

resource for building high-quality lessons.

• Marketing: company blog, online advertising,

print, affiliate partnerships, marketplace/forums

• Strengths: sense of community, allows flexibility,

accessible resource, fun

• Weaknesses: Relatively new, we don’t create

our own educational content

Company

Customer

Competitor

Community

Company: Product Brand

Lesson Builder

2.0

Simple

User-friendly

Flexible

Customizable Shareable

Community-oriented

Internet & Web 2.0

functionality

Reward Parents

&Student Achievement

Company

Customer

Competitor

Community

Customer: Market

Educational Home-Schoolers (48%)

Religious Home-Schoolers (30%)

Behavioral/Special Needs (14%)

Other Reasons (9%)

Total Market: 1.1 Million Students

Company

Customer

Competitor

Community

Customer: Market

Population

1.1 Million students in the United States

Demographics

Most non-Hispanic Whites

Married Couples

1 Stay at Home Parent

Moderate-High Education Levels

Middle Income

Market Value

$300 Million

Company

Customer

Competitor

Community

Customer: Market

What they want:

– Better education than what’s available

– Access to more advanced curriculum

– More control & involvement in children’s

education

– More flexibility

– More resources

Company

Customer

Competitor

Community

Company: Positioning

Company

Customer

Competitor

Community

Perceptual Map

Competitor: K12.com

• K12.com develops their own curriculum

• “Developed by curriculum experts and

course designers individualized for each

student”

Company

Customer

Competitor

Community

Competitor: K12.com

• Brand & Position: Top notch curriculum,

geared towards academic excellence

• Marketing: Online marketing, affiliate

marketing, sales reps

• Strengths: Highest quality curriculum,

comprehensive

• Weaknesses: Price could prevent many

potential customers from enrolling, not

a community

Company

Customer

Competitor

Community

Competitors: Other

Company

Customer

Competitor

Community

Other Direct Competitors

Homeschool.com

Time 4 Learning

ReadWriteThink.org

EducationWorld.com

Indirect Competitors

Public Schools

Private Schools

Charter Schools

Online Schools

Community

• Government currently trying to

regulate home-schooling

• General public perception that home-

schoolers are weird & anti-social

• Our community is progressive and

social

Company

Customer

Competitor

Community

Marketing Mix

Product

Lesson Builder 2.0 helps parents build

lesson plans, quicker and more easily

than ever before

Product: Unique Selling Proposition

Build Lesson Plans

Share on Lesson Plans 2.0

Marketplace Make $

Product: Key Features

User-friendly interface to build lesson plans

• Drag & drop functionality

• Assessment Tools

Calendar & other organizational tools, with up-to-the-minute alerts

“Suggested Templates” feature

• Initial Survey

• Results returned based on special algorithm

Option to Share Lesson Plans

Option to Sell Lesson Plans on Lesson Builder 2.0 Market Place

Product: Benefits

Better Organization

Easier Planning

Save Time! Adapt to Each

Child’s Learning Style

Choose the Right

Curriculum

Flexible Total Control

Financial Incentives

Building Lesson Plans =

Fun!

Price

• Free for registered users

• Pay-per-lesson Pricing Model

– Purchase lessons in marketplace

– Prices set by amount of content & length

– Per quarter: $20 / lesson

– 50% of each sale goes to Home Educational

Networks, LLC ($10 earned)

• Revenue Objective: $1,000,000

Price: vs. Competition

• K12.com Pricing Options:

– $22/course (offers bulk discount)

– Subscription: $29.95/month

– Teacher Supported:

• $225-$375/Semester

• $450-$750/Year

Place

• Distribution Channels:

– Content Distributed Online

– Book publishers

– Partner with other homeschool & educational

resources

• Headquarters: Los Angeles, Ca

Promotion: Content

• Communications change as service expands

“Build & Share

Lessons”

“Choose from Thousands of

Proven Lessons”

Growth Phase $ Phase

Promotion: Media

Tactic Impressions

Educators 2.0 Conference (uncounted)

Print Campaign 100,000

Online Marketing 400,000

• 500,000 Impressions

Promotion: Location

• Timing: Launch Spring 2011

– Summer Promotion

• Location: Rural & Suburban, West & East Coast

Promotion: Objectives

• Revenue:

– Our goal = 10,000 customers ($2,000,000)

– Average 12 courses at $20 each ($200/year)

– Assuming 2% response rate, we need 500,000

Impressions to real goal

– Company Revenue $1,000,000

• Seminar Micro-Site (Educators 2.0 Conference)

– All print and web advertising lead to single URL

– Links to Lessonbuilder.com

– Tracking codes assigned to all ads

– Lessonbuilder.com has dedicated Seminar page

• Lesson Master Blog:

– Tutorials and tips for Lesson Builder 2.0

– Updates parents with news & trends

• Mission is reflected in all communications

Promotion

Integration Strategy

• Integrated campaign that understands the

needs of its target consumer, the parent

• One strong message: “Teach. Learn. Your Way.”

• Involve teachers with the creation of lesson

plans and educational content

• Allows teachers to earn extra revenue

Future Market Expansion

• Remaining 99% of homeschool market

• Expatriate community

• Teachers: Resource for developing lesson plans

• Eventually adapted by students and educators

for use in traditional schooling environments

Future Product Expansion

• University level lesson builder

• Accredited curriculum for high school

• Test prep (SAT, GRE, TOEFL, etc.)

• Worldwide use in multiple languages

• Subscription pricing model for school districts

Teach. Learn. Your Way.