Kean and Kean Ocean Shuttle Service ROUGH DRAFT

Kean Ocean Shuttle Service
1.0 Executive Summary
Kean University has expanded to the Ocean County region and has setup another campus
that is based here in Toms River. However, the current curriculum here at Kean-Ocean is
very limited. The pain we are trying to alleviate for the students, and faculty alike, is to
provide students with a way to expand their education in a more convenient and cost
effective manner and also provide the faculty with a means of transportation that will
help reduce the wear and tear on their vehicles as they travel from the Northern parts of
NJ to the Toms River area here in Ocean County to teach the young minds of tomorrow.
This service will provide students of Kean-Ocean the ability to take classes at the Union
campus thus providing students with further flexibility in scheduling and also provide
them with a safer and cost effective method for travel.
1.1 Testimonial
A previous Kean-Ocean Student wanted to earn a Bachelor’s degree in Elementary
Education with a focus on Mathematics. However, the curriculum at Kean-Ocean did not
offer this major and the student was forced into making 2 choices: Make the long and
costly drive to the Union campus or pursue a different major. Due to financial constraints
the person opted to pursue their major in English instead because of the cost for items
such as: gasoline, wear and tear on the vehicle, and tolls.

1.2 MissionStatement
The mission of the Kean and Kean-Ocean Shuttle Service is to provide students, such as
the student in the testimony (and others alike), with a cost efficient way to expand their
options for class times and dates by transporting them from the Kean Union campus to
the Ocean County campus. At the same time provided Kean-Ocean faculty with the same
opportunity to reduce their costs associated with the long drive.
1.3 Keys to Success
The keys to a successful shuttle service is to gain enough student and faculty interest to
make the trip from the Union campus to the Ocean campus (and vice versa) cost efficient
for both the school, the teachers, and especially the students because the students would
be the main users of the service.

2.0 Company Summary
Kean is a NJ based University that currently has a student population of about 15,000-
plus students and faculty members. The Kean and Kean Ocean Shuttle Service is
intended for the private use of Kean and Kean Ocean Students and Faculty only for the
sole purpose of transporting these members from the Kean-Ocean campus in Toms River,
NJ to the Kean University main campus located in Union County, NJ. It will be a non-
profit service run by Kean University employees that are already employed by the
University. But will charge a minimal fee to all students and faculty for the use of the
service to cover costs for service operations.
2.1 Trademark
The service is being run by Kean University employees and will therefore bear the Kean
University logo as its trademark.

2.2 Advertising
Students at Kean and Kean Ocean are easily accessible for advertising purposes. Some of
the many ways the students can be reached include, but are not limited to:
1) Postings on Bulletin Boards
2) E-Mail Blasts
3) Use of Social Media
a) Facebook
b) Twitter
Just to name a couple. These two methods are already used by Kean University to reach
its students with ease. The same means would be used to advertise to the students to
encourage them to use the shuttle service to expand their horizons. As of right now the
service does have a Facebook page located at the following URL:
https://www.facebook.com/pages/Kean-university-shuttle-service/1572906459605357

3.0 Target Market
The target market for the shuttle service is geared towards all students and faculty that
attend/instruct classes at the Union campus or the Ocean County campus.
3.1 Market Segmentation
There are over 15,000 students and faculty currently at Union and Kean Ocean. The
current ratio of students to faculty members is roughly 17:1 according to College
Navigator. College Navigator is a government website that provides educational data for
all Colleges and Universities based in the United States.
91%
9%
Total Students and Faculty (Fall2013)
Students
Faculty

3.2 Feasibility Survey
A survey consisting of 65 students was taken to find out the interest of shuttle service. Of
the 65 students that were surveyed only 1 of those students deemed the Union campus as
their “home” campus. All other students were Kean @ Ocean students.
The second question asked pertained to whether or not students have ever had to travel to
the campus that they do not deem as their “home” campus because certain courses were
not offered at their “home” campus.
1
64
0
10
20
30
40
50
60
70
80
90
100
Kean Ocean
#ofStudentsSurveyed
"Home" Campus
Students Surveyed by Campus
10
55
0
10
20
30
40
50
60
70
80
90
100
YES NO
#ofStudentsSurveyed
Attended Non-Home Campus
Travelled to Other Campus?

The third question asked of the students was whether or not they had to travel to the
opposite campus because the times/dates available at their “home” campuses did not fit
their schedule.
If the students had responded “YES” to either question 2 or to question 3 they would
proceed to answer questions 4 through 6. If a “NO” appeared for both questions 2 and 3
then the student would proceed to answer question 6 only.
Question 4 asked students how many days a week they had to travel to a campus other
than their “home” campus to take classes.
14
51
0
20
40
60
80
100
YES NO
#ofStudentsSurveyed
Have travelled?
Due to time/schedule restraints
36%
64%
Times a week travelled?
Once
Twice
Three
Four
Five

Question 5 then proceeded to ask students about their approximate costs for travel based
on how many times a week. Of all the students that replied “Yes” to question 5, 43% said
that they paid below $50 dollars a week in travel expenses. The other 57% said that they
typically paid an estimated $50 to $100 in travel expenses. None of the students claimed
to have travelled more than twice a week between campuses.
The sixth and final question of the feasibility study asked students to rated their interest in a
shuttle service that would transport them between campuses at a low cost.
43%
57%
Average Costs per Week for
Travel
Less than $50
Between $50 and $100
More than $100
12
4 6
3
9
3 5
8
5
10
0
5
10
15
20
25
1 2 3 4 5 6 7 8 9 10
#ofStudentsSurveyed
1 - Highly Unlikely to 10 - Highly Likely
Scale

3.3 Challenges
The biggest challenge faced by the project is the ability to get enough interest from Kean
Union campus students to offset some of the costs that would be incurred by the Kean
Ocean students and subsequent faculty members that also use the service.
4.0 Kean Ocean Students
Kean and Kean Ocean can be compared in many ways consisting of approval ratings by
their subsequent students, the classes that are offered by each campus, as well as the
facilities that are available to the students of each campus.

4.1 Kean Ocean Satisfaction
A group of Kean Ocean students were asked 2 questions pertaining to their experiences at
the campus. Question one asked students about their satisfaction with the campus.
4.2 Recommended Improvements
Question 2 asked the students what recommendations they would make to the campus.
Yes
33%
No
22%
Somewhat
45%
Students
Yes
No
Somewhat
Scheduling Advisment More
Classes
More
Teachers
More
Parking
STUDENTS
Students

4.3 Course Comparison
As has been stated several times over the course of this business plan. The biggest issue
that students face while at Kean Ocean is the lack of available classes. The only major
that has Kean Ocean ahead of Kean University is the nursing program. All other majors
have a considerable as it pertains to the Kean Union campus.
0
10
20
30
40
50
60
70
80
Kean Union Kean Ocean

Just to provide a sample of the courses that can only be taken at the Union campus:
Accounting Majors
ACCT 3230 Federal Income Taxes I ACCT 4270 International Accounting
ACCT 3231 Federal Income Taxes II ACCT 3280 Gov. and Fund Acc.
ACCT 3240 Cost Accounting ACCT 3700 Accounting for Sustainability
ACCT 4210 Advanced Accounting ACCT 2200/2210 Principles of Acct.
ACCT 4803-4806 Cooperative Education Accounting
Finance Majors
ECO 3021 Intermediate Microeconomics FIN 1300 Personal Finance
FIN 3380 Introduction to Derivatives FIN 3380 Derivatives
FIN 4300 Investments and Portfolio Mgmt. FIN 3350 Int. Business Finance
FIN 3320 Preparation and Analysis of Financial Statements
Criminal Justice Majors
CJ 2610 Criminology CJ 3610 Correctional Systems
CJ 3685 Substantive Criminal Law CJ 3620 Probation and Parole
CJ 4610 Issues in Criminal Justice CJ 3600 Police Organization
CJ 3630 Police Role in the Community CJ 4700 Justice and Police Power
CJ 3700 Proof and Verification CJ 3690 Role of the Prosecutor
CJ 3675 Research Methods in Criminal Justice
CJ 3641 Comparative Criminal Justice Systems Travel Learn

5.0 Operations and Implementation
The operations of any company is key. From efficiency to effectiveness, the ability to
provide the customer with the best product possible will determine whether or not a
company can be successful. Our ability to provide our customers with an efficient and
quality service will ultimately determine the effectiveness of our service. In order to
achieve an efficient service with the highest standards of quality there will be a proposal
for 3 separate plans that we will can provide this type of service. We expect the service to
run during the spring and fall semesters only due to the lack of students available during
the winter and summer semesters.
5.1 Security
A major issue for concern is the ability to keep none students and none faculty from using
the shuttle service. As of now, the Ocean County College campus uses a sticker system
that needs to be updated each semester in order to use the campus facilities. This is a
system that we would also like to implement to solve the issue of keeping these non-Kean
and non-Kean Ocean people from using the service for free. The stickers would indicate
either “Spring Semester” or “Fall Semester” on the bottom right hand corner of the
student or faculty member’s identification card.

5.2 Driver Licenses and Driver Certifications
In accordance with state (NJ) laws the driver of a bus and/or shuttle must have a valid NJ
Driver’s license. In addition the driver(s) must also be able to obtain or have already
obtained a valid CDL (Commercial Driver’s License). The Driver’s must also possess the
following endorsements in order to abide by state law.
1) (P) endorsement which allows the driver to carry passengers.
2) (S) endorsement which is required to drive school busses.
The driver(s), in accordance with Federal Regulations, are required to submit to random
drug and alcohol abuse testing.
5.3 Personnel Plan
Currently Kean University already employs the vast majority of personnel that would be
required to run this service. Our recommendations would be to employ 1 or 2 more
driver’s in order to support the work flow required to drive between Kean and Ocean on a
5 day work schedule that will typically run 12 hours per day.

5.5 Operations Plan A
The shuttle service would make 2 trips beginning at the Kean Ocean campus because that
is where the bulk of the business would come from.
Spring Semester
7:00 – Depart Ocean County campus
11:00 – Depart Union campus
Fall Semester
We are also proposing that an additional pickup/drop-off be initiated at the Cheesequake
rest stop on the NJ Garden State parkway
This is the cheapest option but clearly has its flaws as it relates to flexibility for the
customer.

5.6 Operations Plan B
The issue with plan A would prevent instructors who have morning classes from using
the services until the 2nd trip. Plan B tries to accommodate that by including a secondary
shuttle bus.
Spring Semester
Bus A Bus B
0700 – Depart Kean Union 0700 – Depart Ocean County
1100 – Depart Ocean County 1100 – Depart Kean Union
1500 – Depart Kean Union 1500 – Depart Ocean County
1900 – Depart Ocean County 1900 – Depart Kean Union
This plan would provide for better flexible and allow the drivers to return to their original
departure stations for their final trip. However, the costs of operation would go up and the
usage per bus would be expected to go down. The volume of customers would be
expected to remain the same as Plan A, but the costs per student and faculty would
increase to counter the costs of 2 shuttles.

5.7 SWOT Analysis
Strengths
 Union campus located near major access routes.( NJ Turnpike, Garden State Parkway)
 The Union campus is located in a large metropolitan area and contains the bulk amount
of students
 A large student interest with Kean-Ocean students (pending survey results.
 Alleviates parking congestion for both the University and the students
Opportunities
 Increasing number of Kean-Ocean students
 The potential to partner with companies such as First Transit to expand business to do
more than just transport students between campuses

Weaknesses
 Lack of a large enough student interest from Union campus students.
 Construction on Garden State Parkway could cause potential schedule conflicts.
Threats
 Fluctuating and high fuel costs could pose a potential budgeting issue
 Expected or Unexpected construction delays could pose potentially scheduling conflicts

8.0 Financials
The financials portion of this plan will discuss a wide variety of items to include: a
comprehensive breakdown for the approximate costs to students who would drive a
variety of different size vehicles if they were to make the drive from the Toms River
campus to the Union campus, the approximate costs for running a shuttle bus from Kean
Ocean to Kean bases on the use of 1 and/or 2 busses, estimated driver salaries based on
Department of Labor Statistics, and proposed payment plans that students and/or faculty
will have the option to enroll in for the use of the service.
8.1 Student Travel Costs
This section shall provide a comprehension breakdown based on a variety of different
sized vehicles, to include: compact cars, a mid-sized car, full-sized car, small SUV, and
full-sized SUV. The spreadsheets will include the costs for each vehicle based on 1 trip
per week and 2 trips were week.

Estimated costs of students making 1 trip per week for smaller vehicles.
Car Compact Car Mid-Sized Full-Sized
MPG 30 25 22
Distance 120 120 120
Est. Usage 4 5 5
Fuel Costs $2.75 $2.75 $2.96
1 Trip Cost $10.98 $13.18 $16.16
Cost P/Semester $164.76 $197.71 $242.35
Toll Cost/Semester $60.00 $60.00 $60.00
Totals $224.76 $257.71 $302.35
Miles Driven 1,800 1,800 1,800
Dep. Per/Mile $.14 $.14 $.13
Total Depreciation $246.60 $246.60 $241.20
Total Cost/Semester $471.36 $504.31 $543.55

Estimated costs of students making 1 trip per week for larger vehicles.
Car Small SUV Full SUV____________________________
MPG 22 15
Distance 120 120
Est. Usage 5 8
Fuel Costs $2.75 $3.15
1 Trip Cost $14.98 $25.18
Cost P/Semester $224.67 $377.64
Toll Cost/Semester $60.00 $60.00
Totals $284.67 $437.64
Miles Driven 1,800 1,800
Dep. Per/Mile $.16 $.16
Total Depreciation $286.20 $288.00
Total Cost/Semester $570.87 $725.64

Estimated costs of students making 2 trips per week for smaller vehicles.
Car Compact Car Mid-Sized Full-Sized
MPG 30 25 22
Distance 120 120 120
Est. Usage 4 5 5
Fuel Costs $2.75 $2.75 $2.96
2 Trip Cost $21.67 $26.36 $32.31
Cost P/Semester $329.52 $395.42 $484.69
Toll Cost/Semester $120.00 $120.00 $120.00
Totals $449.52 $515.42 $604.69
Miles Driven 3,600 3,600 3,600
Dep. Per/Mile $.14 $.14 $.13
Total Depreciation $493.20 $493.20 $482.40
Total Cost/Semester $942.72 $1,008.62 $1,087.09

Estimated costs of students making 2 trips per week for larger vehicles.
Car Small SUV Full SUV____________________________
MPG 22 15
Distance 120 120
Est. Usage 5 8
Fuel Costs $2.75 $3.15
2 Trip Cost $29.96 $50.35
Cost P/Semester $449.35 $755.28
Toll Cost/Semester $120.00 $120.00
Totals $569.35 $875.28
Miles Driven 3,600 3,600
Dep. Per/Mile $.16 $.16
Total Depreciation $572.40 $576.00
Total Cost/Semester $1,141.75 $1,451.28

8.2 Profits and Losses
The Profits and Losses section of this business plan will show a breakdown of the income
and expenses that would be incurred. Students can use the shuttle for as little as $2/week
with one shuttle bus or as little as $4/week with two shuttle buses.
Income One Shuttle ($28/student) Two Shuttle’s ($56/Student)
Students $26,432.00 $52,864.00
Total Income $26,432.00 $52,864.00
Expenses
Drivers $11,520.00 $23,040.00
Insurance $1,692.00 $3,384.00
Gasoline $10,940.00 $21,881.00
Parts/Oil $792.00 $1,584.00
Maintenance Labor $1,320.00 $2,640.00
Total Expenses $26,264.00 $52,528.00
Net Profit $168.00 $335.00

8.3 Payment Plans
Students would have the option of paying on a weekly, monthly, or by semester.
Payment Plan for One Shuttle Payment Plan for Two Shuttles
Semester $28.00 Semester $56.00
Monthly $7.00 Monthly $14.00
Weekly $1.75 Weeks $3.50
9.0 Miscellaneous
The miscellaneous portion of this business plan will cover miscellaneous items such as:
What the project start date is and what we see in the foreseeable future.

9.1 Project Start Date(s)
Our forecasted start date for the service would be for the Fall 2015 semester. However,
we would like to see the school begin to provide the service as early as the Spring 2015
semester.
9.2 The Future
Clearly one of the things that we would like to see in the future is an increase in student
usage. However, we also see this as an opportunity for Kean University to expand the
curriculum down here. Access to cleaner water ways and the Pine Barrens could possibly
allow Kean University to increase the majors/minors it offers to such degree programs as
Marine Biology.

Kean and Kean Ocean Shuttle Service ROUGH DRAFT

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