Nonprofit business plan example

The Educare Learning Center
BUSINESS
PLAN
Education a Birth Right, Not a Privilege

Prepared By
John Doe
(650) 359-3153
10200 Bolsa Ave, Westminster, CA, 92683
info@upmetrics.co
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Table of Contents
Executive Summary 4
Business Overview 5
Market Summary 5
Marketing Summary 5
Financial Summary 5
Business Description 6
Business Overview 7
Educare's History 7
Management 7
Location 7
Legal Structure 8
Vision & Mission 8
Goals & Objectives 8
Professional Advisors 8
Market Analysis 9
Industry Analysis 10
Local Market 10
Target Market 10
Target Market profile for The Educare Learning Centre consumers: 10
Target Market profile for The Educare Learning Centre businesses: 10
Keys to Success 11
Customer Survey Summary 11
Competitive Analysis 12
Key Competitors / SWOT Analysis 13
A+ Tutors for Less 13
The Educare Learning Centre 13
Sales & Marketing 15
Pricing Strategy 16
Marketing Strategy 16
Networking 16
Conferences 16
Social Media: Twitter 16
Marketing Activities 17
Marketing Objectives 17
1 / 29

Positioning Statement 17
The Sales Process 17
Strategic Alliances 17
Operations 19
Location(s) 20
Website 20
Website Development 20
Legal Issues 20
Insurance Issues 20
Human Resources 21
Process/Production 21
The Educare Learning Centre Process – Student Tutoring 21
The Educare Learning Centre Process – Educator Workshops 21
Risk Assessment 21
Financial Plan 23
Start-Up Costs 24
Sales Forecast 24
Capital Requirements and Use of Funds 25
Income Statement Projections 25
Balance Sheet Projections 26
Cashflow Projections 27
2 / 29

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[YEAR] Business Plan | The Educare Learning Center 3 / 29

1.
Executive Summary
Business Overview
Market Summary
Marketing Summary
Financial Summary

Business Overview
Start Writing here...
Many high school students and parents see a university/college degree as a
requirement for success in the job market, making preparation for
university/college success critical. The Educare Learning Centre is a non-profit
focused on improving high school student preparedness for university/college
reading and writing. It offers both one-on-one tutoring services and educator
Market Summary
Public education has seen a significant change since 2010 when the
curriculum was overhauled to cover more content within each school year. The
effect of this change and the increased desire of parents wanting their child to
attend university/college are having a direct impact on the tutoring industry;
which has growth projections of over 7% per year. With the demand for tutoring
Marketing Summary
The Educare Learning Centre’s key strategy is to be actively engaged in the
Ottawa community and to be seen as an expert in preparing high school
students for university/college reading and writing. The Educare Learning
Centre will achieve this by attending community events to promote their
services. A secondary strategy will be to attend and present at educator
Financial Summary
$24,350 will be needed to start the business with $15,000 in funding coming
from Futurpreneur Canada and $10,000 from a Trudeau Foundation grant. In
the first year of business, The Educare Learning Centre plans on generating
just over $160,000 in sales and securing $25,000 in grants with expenses
estimated at $100,000. By the second year, The Educare Learning Centre
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2.
Business
Description
Business Overview
Educare's History
Management
Location
Legal Structure
Vision & Mission
Goals & Objectives
Professional Advisors

Business Overview
The Educare Learning Centre is a tutoring company dedicated to helping
launch high school students on a successful journey at university and/or
college by improving their literacy skills. The Educare Learning Centre was
established on 01/01/2014.
The Educare Learning Centre is a bilingual service non-profit focused on high
Educare's History
Jerry Yarrick conceived the launch of The Educare Learning Centre three years
ago prompted by the struggles she faced in her first few months at the
University of Ottawa.
Ms. Yarrick felt unprepared to meet the writing requirements of her courses and
sought out a teaching assistant to provide tutoring services. Throughout her
Management
The Educare Learning Centre is a federally incorporated non-profit with a four-
member board of directors. Ms. Yarrick will be the managing director on the
board responsible for running educator workshops and volunteer recruitment.
Ms. Yarrick will work with Max Zao, a full-time board member of The Educare
Learning Centre. Mr. Zao will be responsible for business development and a
Location
The Educare Learning Centre will be a home office. The Educare Learning
Centre will be located at 2898 Baycrest Dr., Ottawa, ON K1V 6P4. This
location will be the non-profit’s headquarters, however, one-on-one tutoring
sessions will take place at donated venues. The venues secured are walking
distance for the majority of students, close to a number of schools, and easily

Legal Structure
The Educare Learning Centre is a corporation. The Educare Learning Centre
will operate as a federally incorporated non-profit that is also registered in
Ontario.
The Educare Learning Centre consulted with a board member, Bridgette Kohl,
a local corporate lawyer before deciding to incorporate. It was decided that The
Vision & Mission
To be an advocate for improving high school students’ reading/writing skills for
post-secondary education, helping all students achieve success regardless of
academic or financial circumstances.
To train educators on how they can better prepare students for post-secondary
success while providing one-on-one reading and writing tutoring that inspires
Goals & Objectives
Enrolment of two school boards in ongoing educator workshops by
September 2014 with monthly revenues of $15,000.
The steady base of 20 students partaking in pay-what-you-can tutoring
services each month by July 2014.
$25,000 in grant funding secured by December 2014.
Professional Advisors
In addition to Mr. Zao and Ms. Yarrick, The Educare Learning Centre will have
two other board members. The Educare Learning Centre will rely on Bridgette
Kohl both as a parent advocate in the community and lawyer for matters
surrounding the start-up of the business. In addition, Christy Mannon,
Superintendent of Student Success with the Ottawa Catholic School Board will

3.
Market Analysis
Industry Analysis
Local Market
Target Market
Keys to Success
Customer Survey Summary

Industry Analysis
The Educare Learning Centre operates primarily in the service industry.
The Canadian tutoring industry is divided amongst national franchises such as
Sylvan, Oxford, and Kumon, smaller local franchise companies, and lastly
multiple one-person operations and online resources. This divergent make-up
coupled with a lack of government regulation has created a low barrier to entry.
Local Market
Ottawa has a variety of tutoring services available, from single tutor operations
to national franchises. There are 78 services listed for the Ottawa area on
moretutors.ca. This excludes the large franchises like Oxford Learning Centre
and Kumon that also have locations in Ottawa. Based on reviewing
YellowPages.ca, The Educare Learning Centre has determined there are
Target Market
The Educare Learning Centre is focused on selling both to consumers (B2C) and businesses (B2B).
Target Market profile for The Educare Learning Centre consumers:
Start writing here...
1. Single or married households with children in high school (demographics)
2. Students planning on attending university/college (lifestyle
3. Family income: $50,000 (demographics)
4. Parents desiring that their children attend university/college (lifestyle)
Target Market profile for The Educare Learning Centre businesses:
1. English and French secondary school boards (industry)
2. School principals looking for Professional Development (PD) workshops
(decision-makers)
3. Superintendents focused on innovation in education (decision-makers)
4. Schools invested in finding ways to support student success

Target Market profile for The Educare Learning Centre businesses:
Keys to Success
A consistent visibility program will be essential to gain students for one-on-one
tutoring and to gain traction with educators that students are seeking out ways
to better prepare for post-secondary reading and writing requirements. The
Educare Learning Centre will be focused on engaging the community by
participating in education-related activities throughout the Ledbury, Heron Gate,
Customer Survey Summary
During the initial business planning stages of The Educare Learning Centre,
Ms. Yarrick interviewed a series of university students, professors, and parents
of university students throughout the downtown Ottawa core. Using a tablet to
track responses, she surveyed 50 people (25 students, 9 professors, 16
parents) during November and December 2013. Over 80% of students

4.
Competitive
Analysis
Key Competitors / SWOT Analysis

Key Competitors / SWOT Analysis
The Educare Learning Centre has two lines of business both working to
achieve its mission-vision. As such, we’ve included a separate SWOT analysis
for each line of business. For direct one-on-one tutoring services:
A+ Tutors for Less
Strengths
Well established
Marketed as low cost tutoring option
Online presence
S
Weaknesses
Tutoring only provided “In Home”
Student reviews of tutors are poor
W
Opportunities
Engaging peer tutors
Low cost destination tutoring service
O
Threats
May decide to start tutoring from offsite
locations
T
The Educare Learning Centre

Strengths
Familiar with local community
Network of university/college aged
tutors
S
Weaknesses
Not an established brand in Ottawa
W
Opportunities
Decrease anxiety about post-
secondary success
Provide peer aged tutors to engage
students
O
Threats
High schools/libraries may start
charging for space usage
T

5.
Sales & Marketing
Pricing Strategy
Marketing Strategy
Positioning Statement
The Sales Process
Strategic Alliances

Pricing Strategy
Fees range from the low end of $20/hour to $55/hour for established tutoring
companies like Oxford Tutoring for one-on-one tutoring. Fees for full-day
educator workshops range from $600 - $1000 depending on the area of
expertise.
Competition: $45/hour plus an assessment fee and $995 for a large group
Marketing Strategy
Networking
Networking in the Ledbury, Heron Gate, Ridgemont Elmwood community
Becoming part of the local community fabric will be critical for the success of
the business. The marketing strategy will be to attract parents and students
who are feeling pressure to succeed at university/college or who are anxious
about starting post-secondary education. The Educare Learning Centre’s
Conferences
A secondary strategy will be for Mr. Zao to attend education conferences and
secure speaking engagements to promote the need to help high school
students succeed in post-secondary education. Appearing on the conference
agenda will increase the visibility of The Educare Learning Centre within the
education community and will increase the reputation and credibility of the
Social Media: Twitter
In social media, The Educare Learning Centre will focus on announcing tutor
availability, tutor insights, tutor biographies, and re-tweeting excerpts from Mr.
Zao’s talks to students and educators. This will be an effective way to
communicate directly with the student market and empower them to drive their
own educational goals.

Marketing Activities
Primary marketing activity
The Educare Learning Centre’s primary marketing activity will be networking
throughout the south Ottawa area, specifically the neighborhoods of Ledbury,
Heron Gate, Ridgemont, and Elmwood. Specific activities include events
hosted at Hub Ottawa, high school student information sessions, and parent
Marketing Objectives
Goal #1: Workshops running in three of four school boards by October 2014
Goal #2: Eight reoccurring students seeking tutoring twice a week by March
2013.
Goal #3: Four networking or community events a month.
Positioning Statement
The Educare Learning Centre is a non-profit focused on achieving high school
student’s success at university/college through tutoring and educator
workshops.
The Sales Process
The Educare Learning Centre's sales cycle is one-two months.
The Educare Learning Centre’s sales process is focused on securing educator
workshops, as these are the primary revenue for the non-profit. At the start,
The Educare Learning Centre will rely heavily on the network of its full-time
board member, Mr. Zao.
Strategic Alliances

The Educare Learning Centre has a strategic alliance with Hub Ottawa to help
promote the non-profit through its social innovation center, helping to establish
The Educare Learning Centre as part of the local community. The Educare
Learning Centre has also developed a strategic relationship with the Ontario
School Counsellors’ Association to promote their tutoring services to members

6.
Operations
Location(s)
Legal Issues
Insurance Issues
Human Resources
Process/Production
Risk Assessment

Location(s)
The Educare Learning Centre’s head office will be the residence of its
managing director, Ms. Yarrick at 2898 Baycrest Dr., Ottawa, ON K1V 6P4.
The Educare Learning Centre will not own or lease a physical location for their
operations. Instead, they have negotiated the donation of space by the Ottawa
Public Library at their Alta Vista and Sunnyside locations. St. Patrick’s
Website
The Educare Learning Centre website will launch/launch on 01/03/2014.
The Educare Learning Centre has entered an agreement to set up and host
their website on GoDaddy.ca. The website will highlight The Educare Learning
Centre’s services, one-on-one tutoring and educator workshops, and its board
of directors. The strategy is to create awareness of and credibility for The
Website Development
The Educare Learning Centre hired a freelance web developer to install
WordPress onto their GoDaddy account. In November The Educare Learning
Agency purchased “The Brand Identity Pack” from 99designs.ca, which
provided print collateral, a logo, and a Facebook cover image. The Educare
Learning Agency has opted to incorporate this logo with a free WordPress
Legal Issues
The Educare Learning Centre anticipates the following legal issues:
Business licenses
Registering employees
Contract agreements (partnerships, independent contractors, etc.)
Insurance Issues

The Educare Learning Centre requires liability insurance.
Human Resources
The Educare Learning Centre will have 1 – 10 full-time staff.
The Educare Learning Centre will have 0 part-time staff.
The Educare Learning Centre will open with two full-time employees and one
full-time board member. Ms. Yarrick, managing director, will be the
Process/Production
The Educare Learning Centre Process – Student Tutoring
The Educare Learning Centre Process – Student Tutoring
Parent registers their child for tutoring via the website and selects a primary
and secondary date/time/location for where they would like their tutoring
session to take place. Parents will be required to digitally sign the waiver,
including liability issues, to complete their registration. At this time they must
The Educare Learning Centre Process – Educator Workshops
Teachers, principals, literacy advisors, or parents would contact The Educare
Learning Centre to inquire about booking one or both of their workshops:
1. Critical Review & Reasoning
2. The Art of Arguing
Risk Assessment

The Educare Learning Centre will be spending the majority of its marketing
efforts attending community events and networking within the educator
community to build credibility and exposure with both parents and educators.
However, if these efforts prove ineffective at generating the target number of
educator workshops, The Educare Learning Centre will look into paid

7.
Financial Plan
Start-Up Costs
Capital Requirements and Use of Funds
Income Statement Projections
Balance Sheet Projections
Cashflow Projections

Start-Up Costs
Sales Forecast
Key Assumptions for The Educare Learning Centre
No sales in the first month due to extensive networking
Slowest months: July/Aug – summer vacations
Average hourly rate: $20 or pay-what-you-can tutoring
Each student, on average, will attend two tutoring sessions per week
Each student, on average, will have two months of tutoring
Workshop cost: $795
Year One Sales Forecast (Including Assumptions)
January - $10,000
Launched the business
$10,000 – Trudeau Foundation grant
Personalized emails from Mr. Zao to priority network contacts introducing educator workshops,
approximately 25/week.
Ten follow up meetings with Mr. Zao’s contacts interested in more information on educator
workshops.
Attended the “Brown Bag Lunch: Learning is for Life” event at Hub Ottawa
Attended Canadian Public Education Society monthly meeting
Attended Community Hub meeting for Conseil des écoles publiques de l'Est de l'Ontario
(CEPEO)
Published four to five tweets/week to a @LLcentreCAN Twitter account.
Submitted grant to The W. Garfield Weston Foundation.
February - $4,615
$640 – pay-what-you-can tutoring for four students for four weeks
$3,975 – Five Workshop Pilot program with Notre Dame High School
Attended a conference on Literacy Development
Ten follow up meetings with Mr. Zao’s contacts interested in more information on educator
workshops
Visited the local YMCA and add tutoring service to the online community bulletin board
Hosted Q&A at a student information session at the University of Ottawa
Attended Education Innovation Reception with Carleton University at Ottawa Hub
Published four to five tweets/week to @LLcentreCAN Twitter account.
Submitted grants to Birks Family Foundation and Roaster Foundation.
March - $6,525
$960 – pay-what-you-can tutoring for eight students for four weeks

$4770 – Six trial workshops with Ottawa-Carleton District School board through Canterbury High
school and Glebe Collegiate Institute
$795 - Workshop hosted at Redeemer Christian High School
Negotiations with Ottawa-Carlton Catholic School board for additional workshops
Five follow up meetings with Mr. Zao’s contacts interested in more information on educator
workshops
Hosted a Panel Discussion at the University of Ottawa on “The Skills Gap: high school to
university writing”
April - $20, 680
$1,600 – pay-what-you-can tutoring for 10 students for 4 weeks
$15,900 – Contract signed for 20 workshops with the Ottawa-Carleton Catholic School board as
part of their Student Success initiative
$1,590 – Two Workshops with Ridgemont High School via the Ottawa-Carleton District School
board
$1,590 – Two Workshops with Ottawa Learner
Five follow up meetings with Mr. Zao’s contacts interested in more information on educator
workshops
Attended Wine and Cheese Ottawa-Carleton District School board “Meet Your Trustees” event
Joined “Impact Academy” springs session at Hub Ottawa
The Educare Learning Centre’s “revenues” come from donations and the solicitation of donations from
both individuals and corporations.
The Educare Learning Centre is currently seeking donations totally $300,000 in order to hire new staff
and expand its program offerings.
Specifically, these funds will be used as follows:
Salaries: $X,000
Administrative Expenses: $X,000 to pay for lease costs and ongoing operational expenses
Income Statement Projections
Year1 Year2 Year3 Year4 Year5
Revenues

Product/Service A $151,200 $333,396 $367,569 $405,245 $446,783
Product/Service B $100,800 $222,264 $245,046 $270,163 $297,855
Total Revenues $252,000 $555,660 $612,615 $675,408 $744,638
Expenses & Costs
Cost of goods sold $57,960 $122,245 $122,523 $128,328 $134,035
Lease $60,000 $61,500 $63,038 $64,613 $66,229
Marketing $20,000 $25,000 $25,000 $25,000 $25,000
Salaries $133,890 $204,030 $224,943 $236,190 $248,000
Other Expenses $3,500 $4,000 $4,500 $5,000 $5,500
Total Expenses & Costs $271,850 $412,775 $435,504 $454,131 $473,263
EBITDA ($19,850) $142,885 $177,112 $221,277 $271,374
Depreciation $36,960 $36,960 $36,960 $36,960 $36,960
EBIT ($56,810) $105,925 $140,152 $184,317 $234,414
Interest $23,621 $20,668 $17,716 $14,763 $11,810
PRETAX INCOME ($80,431) $85,257 $122,436 $169,554 $222,604
Net Operating Loss ($80,431) ($80,431) $0 $0 $0
Income Tax Expense $0 $1,689 $42,853 $59,344 $77,911
NET INCOME ($80,431) $83,568 $79,583 $110,210 $144,693
Net Profit Margin (%) - 15.00% 13.00% 16.30% 19.40%
Balance Sheet Projections
ASSETS
Cash $16,710 $90,188 $158,957 $258,570 $392,389
Accounts receivable $0 $0 $0 $0 $0

Inventory $21,000 $23,153 $25,526 $28,142 $31,027
Total Current Assets $37,710 $113,340 $184,482 $286,712 $423,416
Fixed assets $246,450 $246,450 $246,450 $246,450 $246,450
Depreciation $36,960 $73,920 $110,880 $147,840 $184,800
Net fixed assets $209,490 $172,530 $135,570 $98,610 $61,650
TOTAL ASSETS $247,200 $285,870 $320,052 $385,322 $485,066
LIABILITIES & EQUITY
Debt $317,971 $272,546 $227,122 $181,698 $136,273
Accounts payable $9,660 $10,187 $10,210 $10,694 $11,170
Total Liabilities $327,631 $282,733 $237,332 $192,391 $147,443
Share Capital $0 $0 $0 $0 $0
Retained earnings ($80,431) $3,137 $82,720 $192,930 $337,623
Total Equity ($80,431) $3,137 $82,720 $192,930 $337,623
TOTAL LIABILITIES & EQUITY $247,200 $285,870 $320,052 $385,322 $485,066
Cashflow Projections
CASH FLOW FROM OPERATIONS Year1 Year2 Year3 Year4 Year5
Net Income (Loss) ($80,431) $83,568 $79,583 $110,210 $144,693
Change in working capital ($11,340) ($1,625) ($2,350) ($2,133) ($2,409)
Depreciation $36,960 $36,960 $36,960 $36,960 $36,960
Net Cash Flow from Operations ($54,811) $118,902 $114,193 $145,037 $179,244

CASH FLOW FROM INVESTMENTS
Investment ($246,450) $0 $0 $0 $0
Net Cash Flow from Investments ($246,450) $0 $0 $0 $0
CASH FLOW FROM FINANCING
Cash from equity $0 $0 $0 $0 $0
Cash from debt $317,971 ($45,424) ($45,424) ($45,424) ($45,424)
Net Cash Flow from Financing $317,971 ($45,424) ($45,424) ($45,424) ($45,424)
SUMMARY
Net Cash Flow $16,710 $73,478 $68,769 $99,613 $133,819
Cash at Beginning of Period $0 $16,710 $90,188 $158,957 $258,570
Cash at End of Period $16,710 $90,188 $158,957 $258,570 $392,389
CASH FLOW FROM OPERATIONS Year1 Year2 Year3 Year4 Year5

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