Integrated Marketing Communications at UCLA.

3. Teach.

4. Learn.

5. Your Way.

6. 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.

7. 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

8. 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

9. Stakeholder’s Analysis

10. Company: Core Values
Mission Statement: To help
parents be the best teachers
they can be.
Company
Vision Statement:
Customer To provide the most
comprehensive, flexible and
rewarding lesson planning
Competitor resource for parents, using the
latest Internet technology.
Community

11. 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,
Company
print, affiliate partnerships, marketplace/forums
• Strengths: sense of community, allows flexibility,
Customer accessible resource, fun
• Weaknesses: Relatively new, we don’t create
Competitor
our own educational content
Community

12. Company: Product Brand
Customizable Shareable
Flexible Community-
oriented
Internet &
Company User-friendly Web 2.0
functionality
Customer
Lesson Reward
Competitor
Simple Builder Parents
&Student
2.0 Achievement
Community

13. Customer: Market
Total Market: 1.1 Million Students
Educational Home- Religious Home-
Schoolers (48%) Schoolers (30%)
Company
Customer
Behavioral/Special Other Reasons
Needs (14%) (9%)
Competitor
Community

14. Customer: Market
Population Demographics Market Value
Most non-
Hispanic Whites
Company Married Couples
1.1 Million
students in the $300 Million
United States 1 Stay at Home
Customer Parent
Moderate-High
Competitor Education Levels
Middle Income
Community

15. Customer: Market
What they want:
– Better education than what’s available
– Access to more advanced curriculum
Company – More control & involvement in children’s
education
Customer – More flexibility
Competitor
– More resources
Community

16. Company: Positioning
Perceptual Map
Company
Customer
Competitor
Community

17. Competitor: K12.com
Company
Customer • K12.com develops their own curriculum
Competitor
• “Developed by curriculum experts and
course designers individualized for each
Community student”

18. Competitor: K12.com
• Brand & Position: Top notch curriculum,
geared towards academic excellence
• Marketing: Online marketing, affiliate
marketing, sales reps
Company
• Strengths: Highest quality curriculum,
Customer comprehensive
• Weaknesses: Price could prevent many
Competitor
potential customers from enrolling, not
Community a community

19. Competitors: Other
Other Direct Indirect
Competitors Competitors
Homeschool.com Public Schools
Company
Time 4 Learning Private Schools
Customer
ReadWriteThink.org Charter Schools
Competitor
EducationWorld.com Online Schools
Community

20. Community
• Government currently trying to
regulate home-schooling
• General public perception that home-
Company
schoolers are weird & anti-social
• Our community is progressive and
Customer
social
Competitor
Community

21. Marketing Mix

22. Product
Lesson Builder 2.0 helps parents build
lesson plans, quicker and more easily
than ever before

25. Product: Unique Selling Proposition
Build Lesson
Plans
Share on Lesson
Make $ Plans 2.0
Marketplace

26. 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

27. Product: Benefits
Better Flexible
Organization Total Control
Easier Choose the Financial
Planning Right Incentives
Curriculum
Adapt to Each Building
Save Time! Child’s Lesson Plans =
Learning Style Fun!

28. 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

29. Price: vs. Competition
• K12.com Pricing Options:
– $22/course (offers bulk discount)
– Subscription: $29.95/month
– Teacher Supported:
• $225-$375/Semester
• $450-$750/Year

30. Place
• Distribution Channels:
– Content Distributed Online
– Book publishers
– Partner with other homeschool & educational
resources
• Headquarters: Los Angeles, Ca

31. Promotion: Content
• Communications change as service expands
Growth Phase $ Phase
“Build & “Choose from
Share Thousands of
Lessons” Proven Lessons”

32. Promotion: Media
Tactic Impressions
Educators 2.0 Conference (uncounted)
Print Campaign 100,000
Online Marketing 400,000
• 500,000 Impressions

33. Promotion: Location
• Timing: Launch Spring 2011
– Summer Promotion
• Location: Rural & Suburban, West & East Coast

34. 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

35. Promotion
• 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

36. 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

37. 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

38. 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

39. Teach. Learn. Your Way.