I. Summary
The "Elite Dream" special training camp is initiated by the elite dream team and supported by students from Peking University, Renmin University, Shanghai Jiaotong University and Foreign Affairs University.
She aims to help high school students broaden their horizons, cultivate their abilities, smoothly realize the transition from middle school to university, and win at the starting line of university. At the same time, she is also a brave attempt to combine college students' public welfare with entrepreneurship.
20xx is a year when the "Elite Dream" team broke the ice. Thanks to the efforts of all members of the team and the concern of all walks of life, the team decided to hold the first activity in Dazhou City, Sichuan Province. The team will forge ahead towards the goal of establishing a training institution with a good reputation that integrates public welfare and entrepreneurship, and will continue to carry out such activities for the benefit of students who are about to enter the university.
Second, the team description
1. Team name
Our team is called "elite dream", which mainly has two meanings: first, our members are elite students of famous schools, and our activities are the carrier of their dreams; Secondly, our goal is to help high school students successfully complete the transition from high school to university and cultivate future elites. We should be a starting point or step on their elite road.
2. The purpose of the team
Help middle school students optimize their learning methods, broaden their horizons, prepare for college life in advance, smoothly realize the transition from high school to college, and win at the starting line.
Our goal in the first stage is to bring the concept of famous schools into Dazhou, become a trustworthy education and training brand in Dazhou, and influence the educational concept and pattern in Dazhou.
3. The goal of the team
Complete the institution's system and standard construction within 20xx years. And in the summer vacation of 20xx, organize our first training.
At the same time, fully expand the contact and project cooperation with Dazhou municipal government and universities, accumulate various social resources, enrich the experience of activities, and establish a good reputation of the organization. 20xx years, registered as a formal organization. Expand our influence and develop more projects.
Our long-term goal is to spread this model to the whole country, help senior high school students across the country to successfully complete the transition to universities, and change the educational concept and outlook in some areas through our efforts.
4. Team structure
5. Team management strategy
Guided by public welfare entrepreneurship, elite members achieve elite students.
Third, products and services
1. products and services
In the summer vacation of 20xx, about 20 famous students (including about 10 students from Tsinghua North) were organized to go to Dazhou to organize outstanding middle school students from Dazhou to participate in special training camps. Together for about 15 days. Our activities are divided into two parts, the first part is culture class, and the second part is characteristic public welfare training.
Culture classroom
Every morning at 9:00- 12:00, students are divided into different classes (no more than 20 students in each class) according to their grades, and special lectures are given by experienced and outstanding college students. For students in senior one and senior two, we will train them in mathematics, English, literature and science, focusing on learning methods; For students who graduated from senior three, train some basic college courses and basic skills. Small class teaching is conducive to the full communication between teachers and students, so that students can make a breakthrough in learning methods, so as to achieve twice the result with half the effort in future study.
Characteristic public welfare training
Students who participate in the first session can participate voluntarily, free of charge. This session is mainly conducted in the afternoon during the training period, and the form is flexible.
① Lecture form: used to introduce university life and culture, discuss life and career planning, inspire middle school students to think about university and life, and make long-term planning for university life and social life in advance, which is especially helpful for senior three graduates to complete the smooth transition from middle school to university.
(2) Pre-opening university interest courses: simply explain and introduce university courses, so that middle school students can understand the characteristics of university courses in advance and guide them to adapt to university courses in advance, which is more helpful for senior three graduates to adapt to university studies in advance.
(3) Leading the participating students to travel abroad: During the travel process, the participating middle school students and college students can communicate fully, equally and naturally, and middle school students can speak freely during the relaxed travel process. Cultivating students' love for their hometown plays a subtle role in improving the ideological quality of middle school students.
2. Our advantages and characteristics
Compared with traditional training institutions, we have three advantages:
First, our training is a non-profit entrepreneurial activity of college students, and it can also get public welfare support and support from national policies, which can effectively reduce the cost of students' participation in training;
Second, the aura of famous schools on us makes it easier for us to gain social recognition;
Third, we are all students at school, close to the students' age, and easy to communicate and understand each other.
Our characteristic is the combination of various teaching methods, such as multimedia teaching, Putonghua teaching and seminar teaching. Let senior high school students get familiar with the educational methods of universities in advance and shorten the adaptation process after entering universities.
Fourth, market analysis.
1. Market situation
We plan to develop in the public welfare teaching and training industry and choose Dazhou as our destination. At present, the level of education development in Dazhou lags behind that in developed areas. There are two main reasons: first, the restriction of economic development level and the resulting insufficient investment in education; Second, the educational concept lags behind, and the exam-oriented education is getting worse. The trained students have weak ability to adapt to university education, and the cost of university transformation is high.
Moreover, students have gradually become tired of boring school education and have not found a suitable learning method. They urgently need the guidance and advice of experienced seniors to find good learning strategies and thinking in middle school; At the same time, we should know some information about college life in advance to make up for the serious information asymmetry, make psychological and ideological preparations for the transition to college life in the future, and minimize the cost of the transition to college study and life.
According to the current market analysis, at this stage, parents' demand for children's education is growing. According to statistics, the current investment in education is close to half of the family income. Parents always try their best to give their children a better education.
From the perspective of students, they also feel the importance of knowledge in today's society. Most students can continue studying as much as possible according to their own conditions. At present, with the increasing pressure of entering a higher school, they are increasingly eager for a higher education level and better learning methods.
From the government's point of view, according to the trend in recent years, we can see that the central finance and local finance are increasing their investment and support for public education. This is not only the evaluation index of government performance, but also the well-being of society.
To sum up, in terms of demand, the demand for public welfare education and training industry is huge. It not only caters to parents' needs to improve their children's learning level, but also makes up for the lack of government investment and development in education. From the perspective of cost-benefit, the cost paid by the above three parties is greatly reduced compared with the traditional education channels when they get huge benefits. Therefore, it is not difficult to see that the market for public welfare education and training has broad prospects and will certainly develop greatly in the next few years.
Therefore, our entry will gain huge development space on the basis of immature market, occupy the market first, expand our influence and establish a brand.
Analysis from the supply side. According to the specific situation of Dazhou, there are few institutions engaged in public education and training at present, and their scale and influence are not great. At present, the market is still dominated by various commercial tutoring training, but the scale is not large, limited to the influence of small areas around; Moreover, teachers are mainly teachers at school and lack young members. Although they have advantages in experience, their trust and communication with students are not high, and the teaching effect is not very good. It has been observed that in the past few years, there have been many organizations similar to public welfare education training, many of which are organized by college students. However, they are limited to a small area, and most of them are folk behaviors, which have not been widely recognized by the government and society. Therefore, the influence is limited, the rules and regulations are not perfect, and the teaching effect is average, which leads to insufficient persistence. It can be seen that the development level of public welfare education and training market in Dazhou is not high, and there is a lot of room for development, which also provides a huge room for growth for our institution.
2. Market advantage
So what are the advantages of our institution in the public welfare education and training market? Compared with other institutions mentioned above, our advantages are mainly reflected in the following aspects:
Our activity concept: the goal of our organization is not to make a profit, but to provide public service for aspiring young students in Dazhou. In the aspect of school curriculum education, it emphasizes the teaching of learning methods and experiences, supplemented by the teaching of knowledge; At the same time, it introduces rich and colorful extracurricular knowledge and related feelings about college life. This is what other traditional family education and training did not do or did not do well in similar activities in the past.
Characteristics of our members: Most members of our organization are famous students, who stand out from middle school life and have rich learning experience and effective learning methods. This is urgently needed by middle school students. Moreover, the age gap is not big, which is more conducive to mutual communication and ensures better learning results.
Our external advantages: in view of the public welfare concept and good effect expectation of our activities, we can get support and help from the government, schools and enterprises, which will greatly reduce our activity costs and make full use of our existing resources. Our members have good social relations, which can expand the influence of activities, help break through geographical restrictions and help the long-term development of our organization.
3. Market development strategy:
Our institution plans to engage in public welfare teaching and training for a long time, and carefully prepare for the first training in order to achieve excellent results. Then on the basis of it, do the second and third training more effectively. During this period, the influence of the event spread all over Dazhou and became an influential public welfare brand. This will be more conducive to social recognition, government recognition, enterprise and school support. In order to be bigger and stronger, our organization will develop its internal potential, strive to enter the market outside Dazhou, and expand its influence to a larger and wider scope. At this stage, we will gradually cultivate our stable strategic partners and consumer groups.
Analysis of verb (Verb's abbreviation) Competition
1. Competition description
At present, our main target market is Dazhou. In the public welfare teaching and training market, our main competitors are the existing such activity institutions and commercial remedial training institutions.
From the above analysis, we can see that these two main competitors have their own comparative advantages compared with us: the advantages of existing such activity organizations are to enter the market before us, accumulate experience, cultivate consumer groups and establish their own social networks. However, as mentioned above, in view of the scale and influence of their activities, the above advantages are limited to local areas and local people, and have not been expanded, so their market share is small, which also leaves us a lot of room for development.
The advantages of commercial family education and training institutions lie in technology, experience and pertinence. Most of them are taught by some experienced teachers in the school, which has a strong pertinence to exam-oriented education. Although they are small in scale and have little influence, they are numerous and occupy a large market share. Although we are two completely different organizations, that is, one is commercial and the other is public welfare, it seems that there is not much conflict, but from the perspective of consumers, the opportunity cost of time is an important factor. After all, students' after-school tutoring time is limited, and we have to make a choice between us and commercial tutoring training institutions. But from the cost point of view, we have a huge advantage. Commercial organizations charge more, while we charge less, which will be an important factor for parents to consider.
It can be seen that the market we enter is highly competitive.
2. Competitive strategy
In view of the above analysis of market competitiveness, in order to successfully enter the market, gain a firm foothold and achieve long-term development, we must make our own differentiated products and build our own competitiveness. So where is our competitiveness? This is the market advantage we analyzed above. These factors are difficult for existing institutions of this kind to fully possess, and they are also not possessed by commercial family education and training institutions. Therefore, what we have to do is to give full play to our competitive advantages, fully allocate resources, try our best to make up for our shortcomings, accumulate experience, cultivate consumer groups and establish our own social networks.
Marketing strategy and publicity of intransitive verbs
1. Sales plan
The "Elite Dream" summer training camp is a semi-public organization, which aims to organize famous university students to provide cultural training and broaden their horizons for middle and high school students in Dazhou during the summer vacation. Through the analysis of the current education situation and tutor market in Dazhou, we find that it is the first time for such a high-level cultural training institution or organization in Dazhou.
Considering the urgent need of parents in Dazhou for high-quality cultural training, the first phase of the "elite dream" summer special training camp plans to enroll 200-300 students. The enrollment of 200-300 people is based on the enrollment of the "Giant Torchbearer Tutoring Class" held by Lin and Wen Zeping of Sichuan University in Dazhou in 20xx, as well as the number of our own teachers and venues.
Compared with our competitors, such as various education and training institutions, we have a high-quality team, relatively novel training forms and relatively cutting-edge vision, so as long as the publicity work is done in place, we should be able to quickly occupy the market and achieve the above-mentioned predetermined enrollment goals.
2. Publicity strategy
Drawing on the successful publicity experience of the "Giant Torchbearer Tutorial Class" in 20xx, we have formulated an all-round three-dimensional publicity strategy for the "Elite Dream" summer special training camp, which is roughly divided into three stages:
(1) Pre-publicity, this stage of publicity will be launched in May, with Ma Jun, who is experienced in publicity and familiar with Dazhou market, as the chairman of the Student Union of Sichuan University of Arts and Sciences. At that time, we will make exquisite leaflets and Yi Labao, distribute leaflets and show Yi Labao in the crowded areas of Dazhou (such as Wenxuan Bookstore, People's Park and Central Square), and introduce our activities to parents and students, leaving a preliminary impression. At the same time, we can get some social resources from Lin of Sichuan University, visit the parents of students who have participated in the "Giant Torchbearer Tutorial Class", and make side publicity for our activities through them.
(2) Mid-term publicity, starting in early June. The preliminary publicity will leave a preliminary impression on parents and students, and the mid-term publicity will focus on our members' profile and specific activities, so that parents and students can have a deeper understanding of our activities and keep their attention on our activities. The form is mainly to distribute leaflets and show Yi Labao, and at the same time cooperate with newspapers, internet and even TV stations.
(3) Post-publicity, starting at the end of June and the beginning of July. At this stage, we will inform parents and students about the start and end time and place of activity registration. In addition to leaflets and Yi Labao, bus routes with the largest student flow will be selected for a two-week bus advertising campaign. Through such a publicity strategy, we can have greater publicity coverage and achieve better publicity results.
3. Partners
In this activity, we have the following partners:
(1) Dazhou New Century School: New Century School can provide us with excellent venues and teachers' accommodation. At the same time, with its good geographical location and popularity, we can attract more students to participate in our activities.
(2) Dazhou Youth League Committee: As a semi-public entrepreneurial activity of college students, Dazhou Youth League Committee has given strong support to our activities and provided us with a lot of guidance in publicity and other aspects.
(3) Student Union of Sichuan University of Arts and Sciences: The student union of Sichuan University of Arts and Sciences is extremely familiar with Dazhou market and has experience in organizing various activities in Dazhou, which has greatly helped our publicity work. At the same time, Sichuan University of Arts and Sciences has a lot of cooperation experience with the Youth League Committee, which is conducive to the smooth development of publicity work.
4. Pricing strategy
Because of the semi-public nature of our activities, we all take self-exercise as the main purpose of this activity, so the price will not be very high. Through the analysis of Dazhou tutor market, we set the charging method as charging by subject. We will provide training services in subjects such as mathematics, English and physics. Students will choose subjects on a voluntary basis, and the fee for each subject is tentatively set at 200-400 yuan.
Senior three graduates will be trained to broaden their horizons, and each senior three graduate will be charged about 200 yuan. For students who have already participated in cultural training, they can also participate voluntarily, which is completely free.
5. Market communication
We will keep close communication with the market from the publicity work. In addition to the publicity before the event, we will take a series of measures to maintain good communication with students and parents after the event:
(1) A lecture will be held at the beginning of the activity, and all outstanding college students will be invited to talk with their parents and students about their learning experiences and learning process, so as to arouse the voices of parents and students with their own personal experiences and pave the way for establishing good relations with them in the future.
(2) In the course of activities, communicate with students face to face through tourism, deepen understanding in a natural, equal and harmonious atmosphere, and establish a good relationship with students.
(3) In the process of activities, strengthen communication with parents, report the students' situation to parents, and put forward constructive communication skills and suggestions to parents by discovering their specialties and characteristics, so as to consolidate their trust in us.
(4) At the end of the activity, make a summary report meeting to summarize all aspects of the activity to parents and students, so as to pave the way for the second activity next year.