1) 公司名 R & S
公司介绍
R & S Company is an educational consulting firm located in Beijing, China specializing in extracurricular career events and workshop development and marketing to the middle school and university students.

思考前请注意，在中国的生意需要关注其社会特点如下： 1． 人口众多: 生意成功的关键是接地气，有共同需求 2． 功利心强: 引导消费者的关键 3． 独生子女，爱子心切: 新富阶层的非理性消费 4． 攀比心理: 面子社会 5． 渠道拓展部分依靠个人关系: 人情社会 6． 拍照资质的重要性取决于和政府的关系（这点在美国课堂就算了。。。）

否则容易好高骛远，失败概率增大

2) LOGO
1．一棵大树内嵌一颗树苗，简单清晰，绿色
2． 三片玻璃叠加 代表穿越时空
3. 爪子图案
Look outside and prepare for your future
Let future tell you today

3) Mission Statement
公司业务目标是为中国一二线城市中学生甚至大学本科生提供职业导向和专业理解服务，使中学生在高考填报志愿过程中对大学学科设置及未来职业指向有清晰的认识，避免盲目选择，也使大学生在就业前对与本专业相关的各个行业和岗位设置有较为全面和基本的了解。

4) Business Concept
R & S Company is an educational consulting firm located in Beijing, China specializing in extracurricular career events and workshop development and marketing to the middle school and university students.

Operations
公司与三方面的机构合作：
1． 会通过商会和其他非营利组织与各大城市的500强公司建立联系并签署合作协议，提供活动地点和信息来源。 2． 同时与国内顶尖师范大学合作研发培训产品 3． 积极开发与重点中学和大学的关系，扩展营销渠道

Logistics
公司的产品是培训和咨询服务，典型的过程如下：
1． 产品调研与市场探测 2． 产品研发与合作机构关系建立 （通过学生家长是可以讨论的渠道）在公司选取mentor 3． 产品试用和数据分析 4． 设计活动及培训安排时间表 5． 产品营销 6． 产品维护升级

Business process 1． 有需求的学生客户，家庭客户或学校客户注册 2． 客户需求与培训及咨询产品匹配 3． 安排及预约活动 4． 现场培训及案例练习 5． 客户反馈 6． 产品优化和学生数据跟踪（优秀学生被企业纳入人才库，这是对功利性家长的直接吸引，甚于名牌大学）

5) Description of product or service

Key features | Benefit | 1. 全国独家中学生志愿填报咨询顾问 | 建立概念，减少误选概率 | 2. 联系企业与学生 | 职业规划的超前思维，贴近实战的理解与练习 | 3. 案例培训，非简单访问活动或夏令营 | Blended learning 学习效果最佳，沟通能力得到发展，扩展人脉 | 4. 学生数据跟踪服务 | 既为企业建立数据库研发打基础，也为学生更好的了解自身提供科学依据。 |

Discussion of the market 6) Market situation analysis
Pain: Nowadays, in China, the high school students choose their major for undergraduate by fill in the application form. However, most of them don’t know which major they like, what kind of job they would like to do. Lots of students don’t like their major during their school years, As a result, 68% of the undergraduate find the job unrelated to their major after graduation.
Trend: More and more parents realize that the importance of choosing the major. They even notice that a good major or subject in a collage is better than a worse major in a very good collage. In our generation, most Chinese families generally have only one child. So the parents would like to spend more on their child. They need to know these, the information about different kinds of jobs and majors.
Pain: 之前提到的学生乱报志愿，毕业后改行，不喜欢本专业等等。在中国专业困难，就业后更不容易转向，影响一生
Trend：越来越多的家长意识到专业的重要性，甚至重于学校本身；中国独生子女政策让年轻家长在孩子身上的投入更大；强调素质教育，高分不一定有好工作，名牌大学毕业不一定有好工作

7) total available market
The total available market in China is huge. The number of high school students who will go to the university is about 9.4 million in 2014. We estimate that each spend 200 RMB on the major selection service. The total market size is about 1 billion RMB.
中国教育市场巨大。需要学生人数，一二线城市学生人数预估销售额，同时要做调查问卷，可以寻找转行人数据和志愿填报错误数据。

8) TARGET MARKET (TM)
a) PERSONA of Target Customers
- High school students or undergraduate students (15-22 years old) in the 1st tier and 2nd cities of China, such as Beijing, Shanghai, Shenzhen, Tianjin, Guangzhou, Chongqing, etc.
- Family annual income is above RMB 150,000
b) Estimation
- Potential number of customers
Average high school students and undergraduate students numbers in the 1st tier cities are about 150,000 and 350,000 separately. Suppose the scale in the 2nd tier cities is half of the 1st tier ones. Based on the statistics from China Stats, there are five 1st tier cities and 22 2nd tier cities in China, the number of potential customers would be:

- Unit Sold
Conservatively, we suppose only 5% students of active students would be interested in our consulting and training services. Therefore, the order number would be estimated to be 400,000.

- Annual Sales
Suppose the average order price is RMB 500, the sales per year would be RMB 200 million (About USD 33 million).

Because each year the schools enroll new students, the annual sales will not decline due to market saturation. What is more, with the development of products diversity and sales efforts, the annual sales will increase gradually.

9) CUSTOMERS SUB-SEGMENTS

a) Sub-Segments Sub-Segs | Customer Number | Units | Annual Sales | 1.1 | | | | 1.2 | | | | 1.3 | | | | 2.1 | | | | 2.2 | | | | 2.3 | | | |

我个人建议是首先中学生和大学生不一样
另外中学生里理工科和文科不一样
大学生里细分就更多了
另外根据服务的内容，分两个级别，一个是粗浅的短期咨询，比如填报志愿，一类是深入的分析，比如现场活动和case，第三类是加上长期跟踪的。

10) INITIAL TARGET MARKET(S) (ITM)
Sub-segment 1.1 and 1.2 are initial target markets for the following reasons: a. No competitor in these segments b. High and solid need c. Lower cost of business d. Policy environment – One-child policy and Quality Education policy in China | Sub seg 1.1 | Sub seg 1.2 | Need | There are a lot of confusion to select majors for the college learning and need professional advice | Extra-curriculum learning that adds credit to the students’ performance and broaden horizon in career | Psychographic Profile | Be badly in need of | In the long-run need | Their Parents | White-collar family or private business owner | Intellectuals | Family Annual Income | 150,000+ | RMB 200,000+ | Potential number/Year | 100,000 | 10,000 |

Rollout Strategy: Rank | 1 | 2 | 3 | 4 | 5 | 6 | Sub-seg | 1.1 | 1.2 | 2.2 | 2.1 | 1.3 | 2.3 | Sub-segs are scored according to the priority of the different reasons | Solid need (+3) | Yes | Yes | Yes | Yes | | | No competitor (+2) | Yes | Yes | Yes | | yes | yes | Lower cost (+1) | Yes | | | yes | | | Policy support (+1) | Yes | Yes | | | Yes | | Score | 7 | 6 | 5 | 4 | 3 | 2 |

开始都要低风险和低成本，因此以高考填报志愿咨询开始较好。但需要注意签署相关法律文件保护公司利益。但为增加业务的独特性，防止竞争者轻易进入该市场，应至少开发一家合作企业提供现场培训。并配一套case。例如计算机专业比较受欢迎，可以从这个专业入手开发。合作公司例如Baidu或腾讯等。

Discussion of marketing strategies
11) Initial target market
a. 学校高考前对学校的宣传，与学校合作的活动。与培训机构合作取得客户清单发电子邮件
b. 大学大三学生入学后的宣传活动，
c. 给学生家长(40-50岁家长)发电邮
12) Future target market a. 公司与大学的活动 b. 大学与中学生家长的活动

13) Social Media Strategy to ITM and FTM Renren.com 微信
新浪微博
百度知道 天猫商城 新东方在线

14) 填表 瞎编

15) Budget
We will forecast the one-year budget. For the wages and salary, including the sales people and the management.
Sales people base salary 300 dollars
Sales 30-2000 2000-5000 5000-10000 10000-30000 >30000
Commission 5% 8% 10% 13% 18%
Management salary base on the total sales and the financial quality of the company.
Travel/telephone/internet 300 dollars per month
Taxes 10% of total sales
PR & AD 5% of total sales

第一年重点在研发的销售同步 成本会相对较高 未来的销售成本下降
Sales 20%
第三方commission主要是给大学研发这部分 10% 产品研发，包括case设计和事件设计 20% 在本地开展业务，交通费主要是车辆费用2% Trade shows 会议费用 2% PR及网络媒体广告费用5% 其他

16) Pricing Strategy
We have different product, according to the different client, we will set up the different price for each product.

Firstly, for the high school consulting service. We have a lot of major for the students to choose. So we set up these as separate workshop. Each workshop we will introduce 3-6 major subjects. The price for each subject is 2000 RMB. While at the beginning, will give the student 20% discount for each subject, which mean it only cost 1600 RMB each.
For our second product the case study for the company, just like the company track, we will charge 6000 per person. It includes the travelling expense the training expense and the meal service. While at the beginning, we will give a 10% discount which cost 5400.

三种class的产品定价不同
根据细分市场也有不同
成熟后价格上涨，开始价格较低

17) Pricing Menu
见附录，Excel列表即可

18) Print Advertisement
主要是平面媒体：微信，参考消息，北京青年报等中年人报纸
主题是年轻的孩子选择专业需要指导，图片可以是一个母亲教小孩子学走路的图。

北京国家统计局 18.76万人2013年
上海 15。68万
天津17。51万
http://data.stats.gov.cn/easyquery.htm?cn=E0103

本科生数字
普通高等学校本科在校学生数(万人) 北京49.18万
天津32.32
上海36.27 2013年

普通本专科招生699.8万人，在校生2468.1万人，毕业生638.7万人。

普通高中招生822.7万人，在校生2435.9万人，毕业生799.0万人