Thinker Ville Agency 1 I. EXECUTIVE SUMMARY A. TYPE OF BUSINESS 1. Nature Thinker Ville Agency is a service business that falls under educational industry. This is a tutorial agency that provides personalized teachings to children and gives an accessible and convenient way of learning for them by conducting the service at home. 2. Name Thinker Ville Agency comes from two words “Thinker” and “ville”. Thinker is a noun form of “think” which means to form or have in the mind to form an idea of and an act of thinking while “ville” comes from the French word means a city, place or town (Merriam Webster). Thinker Ville Agency means a place of forming ideas that will help the students think well and cope up with their lessons. 3. Service Thinker Ville Agency is a tutorial agency that provides personalized teachings to children and gives an accessible and convenient way of learning for them by conducting the service at home. The agency is open on school days and summer vacations from 8 in the morning until 8 of the evening. The reference for the lessons that the children will take will be base on their school’s syllabus where they’re having problems. The agency will also provide the clients of our tutor’s background, schedule, and address to know their availability and to show our tutor’s credibility. The business can be availed through walk -in client when the parents are registering at the main office, phone call when the parents are registering through phone call and online when the parents are registering through our website. B. MANAGEMENT, MARKETING & FINANCIAL HIGHLIGHTS Management “Thinker Ville Agency” is a Limited Partnership that will be established by five (5) partners responsible for the implementation of the business plan. The proponents shall seek approval from the authorized government agencies, which are the Barangay, Department of Labor and Employment (DOLE), Municipal and Securities and Exchange Commission (SEC), Department of Education (DepEd) and Commission on Higher Education (CHED).
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Thinker Ville Agency 1
I. EXECUTIVE SUMMARY
A. TYPE OF BUSINESS
1. Nature
Thinker Ville Agency is a service business that falls under educational
industry. This is a tutorial agency that provides personalized teachings to
children and gives an accessible and convenient way of learning for them by
conducting the service at home.
2. Name
Thinker Ville Agency comes from two words “Thinker” and “ville”.
Thinker is a noun form of “think” which means to form or have in the mind to
form an idea of and an act of thinking while “ville” comes from the French
word means a city, place or town (Merriam Webster). Thinker Ville Agency
means a place of forming ideas that will help the students think well and cope
up with their lessons.
3. Service
Thinker Ville Agency is a tutorial agency that provides personalized
teachings to children and gives an accessible and convenient way of learning for
them by conducting the service at home. The agency is open on school days and
summer vacations from 8 in the morning until 8 of the evening. The reference
for the lessons that the children will take will be base on their school’s syllabus
where they’re having problems. The agency will also provide the clients of our
tutor’s background, schedule, and address to know their availability and to show
our tutor’s credibility. The business can be availed through walk-in client when
the parents are registering at the main office, phone call when the parents are
registering through phone call and online when the parents are registering
through our website.
B. MANAGEMENT, MARKETING & FINANCIAL HIGHLIGHTS
Management
“Thinker Ville Agency” is a Limited Partnership that will be established
by five (5) partners responsible for the implementation of the business plan. The
proponents shall seek approval from the authorized government agencies, which
are the Barangay, Department of Labor and Employment (DOLE), Municipal
and Securities and Exchange Commission (SEC), Department of Education
(DepEd) and Commission on Higher Education (CHED).
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Marketing
The Thinker Ville Agency is a manpower agency that provides well-
trained and reliable teachers/tutors. It targets 849,308 individuals ages 20-54,
that are married, Widowed, Divorced/separated, and common Law/live in, that
has children or child ages 5-17 years of age, that are currently enrolled to a
school near districts I, II, and III which has near 117 schools composing of
public and private schools. This will be the targeted place of the business. The
Social classes upper and lower A to upper and lower C are the target market of
the business, because they are the ones who can avail the service that company
offers. The parents will have a fast access in finding a qualified tutor for their
children through this manpower agency that provides Tutors.
The pricing strategy will show ways on how Thinker Ville Agency
customers may be allowed to pay the service and in what tactics the customers
will do to gain discounts. Thinker Ville Agency will have a three mode of
payments, which are per hour, per week, and per month. The price range will be
from Php 250.00 to Php 4,500.00 inclusive of service charge. The margin of the
company is based on the service charge.
“We Define Further” This positioning statement of Thinker Ville
Agency aims to achieve a high quality education for students who needs
assistance in their studies by helping the students in their assignments and also
improve the learning skills of the students through advancement.
Financial
The total project cost amounts to Php 500,000.00 and shall be funded and
divided equally by the five (5) partners. The projected return on investment is
within two and half (2 ½) year.
C. SOCIO-ECONOMIC CONTRIBUTIONS
Thinker Ville Agency can help the community by giving opportunities to the
teachers or fresh graduate of BS Education who wants to have a part time job as
our tutors. Thinker Ville Agency exists largely due to the problems parents and
students face in finding a specialist who can help them with the study of one or
more specific subjects. Nowadays, many of the students are having a hard time
in their subject matter especially now because of the new system of education,
the K-12 System. The business specializing in introducing tutors to students
requiring help in academic studies. Also, by giving taxes to the government that
will help for the improvement of our society.
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II. Marketing Plan
A. Service to Sell
Thinker Ville Agency is a tutorial agency that provides personalized teachings
to children and gives an accessible and convenient way of learning for them by
conducting the service at home. The agency offers an organized timetable for
our clients and tutors that will be suitable for their schedule, which will be put
into the agency’s database for record purposes. The clients can pay in a daily,
weekly, or monthly basis depends on what mode of payment they are most
convenient with. Additional tutoring hours and days are applicable for our tutors
but this will also incur additional payments for our clients. The agency is open
on school days and summer vacations from 9 in the morning until 7 in the
evening. Also, tutors are flexible in meeting the required time needed by the
tutee as long as they inform the agency ahead of time.
The instruction is based from the updated DepEd learning competencies, which
is the primary source of the school’s syllabus in the Philippines educational
system. Also, the tutors are equipped or skilled with different instructional
strategies that the tutee can easily follow and understand. The tutors can easily
provide them assistance specifically in their subject matters. The agency will
also provide the clients of our tutor’s background, schedule, and address to
know their availability and to show our tutor’s credibility.
B. Target Market
There are total of 1,642,742 individuals in district I, II, and III of the City of
Manila ages under 1 and 80 over, this composed of children and adults, male
and female. Thinker Ville Agency targets 849,308 individuals ages 20-54, that
Thinker Ville Agency 4
are married, widowed, divorced/separated, and common law/live in, that has
children or child ages 5-17 years of age, that are currently enrolled to a school
within districts I, II, and III. There are 117 schools within districts I, II, and III,
this composed of public and private schools.
The Social classes upper and lower A to upper and lower C are the target
market of Thinker Ville Agency, because they are the ones who can avail the
service the company offers. The parents, who want their children to be taught
well by tutoring service, will have a fast access in finding a qualified tutor for
their children through this manpower agency that provides Tutors.
The company targets the District I, II, and III of the City of Manila because
there are a lot of schools around those districts, and the company may help in
terms of providing academic assistance for the students by tutorial services and
also help the parents to secure the future of their children.
Based on the survey conducted, there are 57% who answered that they avail
tutor for their child, and there are 67% who are willing to avail the service
offered by Thinker Ville Agency. A total of 67% or 569,036 individuals out of
849,308 are the specific target market of the service offered by Thinker Ville
Agency.
1. Area Coverage
The City of Manila is divided into 6 congressional districts with 16
administrative districts, 100 zones and 897 barangays. Tondo, with 24 zones is
divided into two-Tondo 1 that is the first congressional district and Tondo II, the
second congressional district. District III has 16 zones, which includes
Binondo, Quiapo, San Nicolas and Sta. Cruz.
Thinker Ville Agency operates in districts I, II and III of the City of Manila.
These three districts cover 14.89 of Metro Manila. The three district
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conquest the big part of Tondo, which is recognized to be the highest population
in the City of Manila. This includes 394 barangays and a total of 815,695
individuals. This shows that the three chosen districts have the highest
possibility of clients, also because there are fifteen (15) largest private schools
in terms of population in Tondo Area.
Thinker Ville Agency will be strategically located at 378 Juan Luna St.
Binondo, Manila. The agency is located along Juan Luna road where the
company can gain a lot of clients and can lure more attention since there are a
lot of Chinese schools around Binondo. The possible clients can easily inquire
and avail the service.
There are 17 schools in District I (12 elementary and 5 secondary) located
in Tondo I area. (See appendices for the map and list of schools in District I)
There are 20 schools in District II (14 elementary and 6 secondary)located
in Tondo II area. (See appendices for the map and list of schools in District II)
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There are 16 schools in District III (11 elementary and 5 secondary) located
in Binondo, Quiapo, San Nicolas and Sta. Cruz areas. (See appendices for
the map and list of schools in District III)
There are 19 schools in District I located in Tondo I area. (See appendices
for the list of private schools in District I)
There are 14 schools in District II located in Tondo II area. (See appendices
for the list of private schools in District II)
There are 29 schools in District III located in Binondo, Quiapo, San
Nicolas and Sta. Cruz areas. (See appendices for the list of private schools in
District III)
C. Demand and Supply Analysis
1. Total Potential Demand
From the 849,308 the total household population of District I, II, and III of the
City of Manila, The researchers gathered 100 respondents as its sample size
from the target market which are individuals ages 20-54, that are married,
Widowed, Divorced/separated, and common Law/live in, that has children or
child ages 5-17 years of age. Based on the survey conducted, the result shows
56% of the total respondents who avails tutorial services and based also on the
survey 67% would like to avail tutors from Thinker Ville Agency.
Year Projected
Household
Population
(56%) who answered
that they are availing
tutorial services
Annual Projected
Demand
(67%) who answered
that they will avail the
service
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2013 860,568 481,918 322,885
2014 864,354 484,038 324,305
2015 868,157 486,168 325,733
2016 871,977 488,307 327,166
2017 875,814 490,456 328,606
The table shows the projected household population of District I, II, and III of
the City of Manila. The source of the data was from the National Statistics
Office (NSO) with the based year of 2010*. The growth rate of the household
population was 0.44% annually. Here are the details on how the following were
computed.
Household Population= Previous year + (Previous Year x 0.44% growth rate)
Demand= Household Population x 56% (based on the percentage who avails
tutorial services)
Annual Projected demand= total demand that avails tutorial services x 67%
(based on the percentage who answered that they will avail the service)
The annual projected demand was computed b y multiplying the total demand
that avails tutorial services to 67% who answered that they are willing to avail
the service of Thinker Ville Agency.
2. Normal Capacity
The normal capacity is based on the willingness of the target market in availing
tutorial services. Also, the researcher conducted an interview to the teachers and
tutors to know the demand of tutors per year level in school.
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Normal Capacity
Levels in School Per Hour Per Week Per Month Number of Tutors
Preschool (Preparatory) 25 45 55 125
Grade School 20 35 45 100
High School 25 20 30 75
Total Number of Tutors: 70 100 130 300
There are 300-tutors available for pulling. There are a total of 125 tutors
available for preschool; 25 for per hour, 45 for per week, and 55 for per month.
There are a total of 100 tutors available for grade school; 20 for per hour, 35 for
per week, and 45 for per month. There are a total of 75 tutors available for high
school; 25 for per hour, 20 for per week, and 30 for per month.
D. Projected Sales
1. Per Month, In Volume and In Pesos
Preschool
Mode of Payment Expected Enrollees Service Charge Monthly Annually
Per Hour 25 60.00 1,500.00 18,000.00
Per Week 45 225.00 10,125.00 121,500.00
Per Month 55 750.00 41,250.00 495,000.00
Total 125 52,875.00 634,500.00
Grade School
Mode of Payment Expected Enrollees Service Charge Monthly Annually
Per Hour 20 60.00 1,200.00 14,400.00
Per Week 35 225.00 7,875.00 94,500.00
Per Month 45 750.00 33,750.00 405,000.00
Total 100 42,825.00 513,900.00
High School
Mode of Payment Expected Enrollees Service Charge Monthly Annually
Per Hour 25 60.00 1,500.00 18,000.00
Per Week 20 225.00 4,500.00 54,000.00
Per Month 30 750.00 22,500.00 270,000.00
Total 75 28,500.00 342,000.00
300
Total Revenue Per Year 124,200.00 1,490,400.00
Revenue Computation
The table shows the projected sales of Thinker Ville Agency per month. The
revenue of the company is from the service charge multiplied by the number of
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expected enrollees per month. The company recognizes only the service charge
as part of the revenue.
No. of Tutee x Service charge = Monthly Revenue
Monthly Revenue x 12 = Annual Revenue
E. Marketing Program/Strategies
1. Practices of Competitors
Thinker Ville Agency has indirect competitors, such as Kumon, E-nopi Tutorial
services, Galileo tutorial service and direct competitors, which are freelance
teachers that are geographically located, near the target market.
Direct Competitors
Kumon Center
LNST Binondo Kumon Center
Address: 1416 State Centre Juan Luna
St. Binondo Manila
Phone numbers: (632) 245-7193 /
(632) 371-3210 / (632) 241-6813 /
(632) 984-0880 / (632) 241-6813
Subjects: Math and Reading
Kumon Education and Research Association of Japan is a corporation and an
education brand created by Toru Kumon. The Kumon methods the math and
reading educational method which is practiced in the Kumon centers
Kumon is a math and reading program intended to supplement rather than
replace school lessons. Students are guided and trained by Kumon Instructors
Thinker Ville Agency 10
and Assistants. Kumon has a lot of branch not only here in Manila, but also all
over the world.
Kumon uses Flyers, TV and Radio Advertisement, sponsorship, Tarpaulins,
websites, social networking sites and word of mouth as they’re Promotional
strategy. Kumon also gave Coloring books, Math books and Different kinds of
learning books to their students as their freebies and give aways. Kumon also
gave 2 weeks trial every year; contests, promos and seminars as their marketing
strategies.
The weakness of Kumon, is that their service has a premium price, and that’s
the reason why some parents forces their child to attend other tutorial centers.
The advantages of Thinker Ville Agency to Kumon are it has no Tutorial center,
the tutors can teach at client’s home so that clients can observe the performance
of the tutor and how the tutor treats their child; and the agency wants
individualized private tutoring, so that the tutor and student can focus more.
And kumon provides they’re own curriculum/syllabus, while in Thinker Ville,
the clients are the one who will provide syllabus for their child.