Business Plan - February 2013
By Asim Yakub, BSR SG Head
1
BSR has witnessed expansion with the addition
of branches for all levels (Bubbles and Early
Years to A-levels)
By Asim Yakub, BSR SG Head
2
Almost 400 BSS O-level students in Jubilee
Campus and Defence Campus combined but
don’t yet have any A-level branch in DHA
Construction of new
high rise buildings
Growing population in the area
By Asim Yakub, BSR SG Head
3
Some other competitor A’level colleges in the
vicinity have numerous students but are now
filled to capacity.
Nixor College – 800 students
The Lyceum – 700 students
TCS (PAF Chapter) – 1,000 students
By Asim Yakub, BSR SG Head
4


Attract and retain the cream of both BSS and
non-BSS students by repositioning
Beaconhouse A’level program
This can be achieved with establishment of an
independent A’level school at a prime
location in DHA, which offers more in terms
of facilities, faculty, subjects and cocurricular activities than other premium
A’level schools
By Asim Yakub, BSR SG Head
5

Growing market:
 Increasing no. of schools now offering O’level in
Karachi
 A’level branches have been established by various
schools
 A handful of names, mainly independent A’level
schools/colleges, are leading the market due to
general perception of best quality education and
good prospects of students that enroll there.
By Asim Yakub, BSR SG Head
6
S
Strengths
• Infrastructure/Campus
• Prime Location
• Existing student base from
Jubilee
and Clifton A’level for A2
students
• Jubilee and Defence O-level
grads
• Potentially large no. of nonBSS
students from DHA/other
areas that
prefer to be in the vibrant
DHA area
W
Weaknesses
• Perceived image of BSS A’level
seems to be below that of
KGS and
Lyceum
• Location disadvantage of
Jubilee
and Clifton A’level (Korangi,
Behind
KGS)
• Co-curricular not very active
• Physical facilities in need of
upgrade
• Lack of full time high caliber
faculty
By Asim Yakub, BSR SG Head
7
O
Opportunities
• Only A’level school offering
media studies at a time when
this subject is becoming more
popular
• Student societies can be
organized here with the hiring
of new, full time staff
• Use BSS network for student
exchanges in co-curricular
activities
• Offer diverse qualifications
like ;
• UoL external degree
programs (LLB, BSc).
• Executive short-courses or
even
•EMBA can be offered, possibly
in affiliation with a higher
education institution e.g. IBA.
T
Threats
• New proposed A-level
college will be in the vicinity
of tough, well entrenched
competitors, so we’ll have to
try harder to gain premium
product positioning:
 KGS
 The Lyceum
 Nixor College
• Lack of amenity land will
compel us to operate from a
commercial building. This
might not be received well
initially
By Asim Yakub, BSR SG Head
8
By Asim Yakub, BSR SG Head
9
Jubilee & Defence
Campus
BSS
O’level
Relocation: Jubilee &
Clifton A’level
Non-BSS
O’level
O’level graduates of
all
good schools; want
to
attend leading
A’level
school; especially
residents of
DHA/Clifton
BSS AS
Level
By Asim Yakub, BSR SG Head
10
Position BSS College Campus as a leading
A’level college as well as a bouquet of other
qualifications, with high quality educational
environment at par with other leading schools,
although not a copy cat (differentiated product)
By Asim Yakub, BSR SG Head
11
Unique Selling Proposition (USP): Location and
campus itself, which will provide a better
infrastructure than competitors:
 More parking space, rooftop cafeteria,
indoor gym, Wi-Fi facilities, access to grounds
and swimming pool at Defence and Jubilee
Campus, etc.
By Asim Yakub, BSR SG Head
12
Product Positioning - Overall
Product Positioning (Academics)
Price
Price
KGS, Lyceum, Nixor
BSS new campus to
be here with KGS &
Lyceum
BSS
Nixor
BSS, The City
School, LeCole,
Southshore, etc.
The City School,
LeCole,
Southshore, etc.
Quality
Quality
The range of subjects, physical facilities and development opportunities of
students will need to be the best possible in terms of market standards
By Asim Yakub, BSR SG Head
13
Campus:
A modern
building,
designed by
leading
architect
S.Abdullah,
constructed on
400 sq.yards,
with basement
car parking
and 5 upper
floors plus roof
top cafe
By Asim Yakub, BSR SG Head
14
The following images are rated
outrageous!
Viewer discretion is advised!
By Asim Yakub, BSR SG Head
15
By Asim Yakub, BSR SG Head
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By Asim Yakub, BSR SG Head
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Concept Images: Modern Learning Areas
By Asim Yakub, BSR SG Head
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Concept
Images:
Gym,
Classroom
By Asim Yakub, BSR SG Head
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Concept Image: Cafeteria
By Asim Yakub, BSR SG Head
20
Beaconhouse College Campus Defence
Architectural Plan
Site: DHA
Site dimensions
(approximate) :
83' x 51'
Area per floor : 4100 sq ft
Total area of 5 floors:
20500 sq ft
Up to 200 students
Color Palette

Applied Sciences
◦
◦
◦
◦
◦
◦
◦
◦
Physics
Chemistry
Math / Further Math
Biology
Psychology
Computing
Media Studies
Environmental Mgmt
Suitable for Pre-engineering
as well as Humanities

Social Sciences /
Humanities
◦
◦
◦
◦
◦
◦
◦
◦
◦
◦
Accounting
Business Studies
Economics
Sociology
Art
Urdu Literature
English Literature
Law
History
Drama & Theatre
Pre-requisites: O-Level Math
& English at least Grade B
By Asim Yakub, BSR SG Head
29
•Australia and Canada Matriculation Certification
AUSMAT/CIMP
•One-year programs, which students can complete after their
O’level
•Recognized worldwide yet easier than A’level
UOL International
Degree Programs
Executive
•External degree programs in Law (LLB), Economics (BSc),
Finance (BSc) can also be offered in the evenings and/or
weekends
•Offer Executive short courses and perhaps even ExecMBA in
affiliation with some business school like IBA
By Asim Yakub, BSR SG Head
30

Avoid price war: more profitable for the new
program to engage in Bertrand model of
interdependent price based behavior with a
uniquely differentiated premium product
positioning
 Compete on quality rather than price; Bertrand
Nash-equilibrium will lead to price matching with
premium competitors, making our project a more
profitable venture

Scholarship policy?
By Asim Yakub, BSR SG Head
31
Bertrand Model :
Price
Interdependence
By Asim Yakub, BSR SG Head
32


Located in Bukhari Commercial area, it is
accessible from main avenues and streets of
DHA such as Kh-e-Ittehad, Khayaban-eMuslim, Kh-e-Shujaat and Kh-e-Bukhari
As compared to Nixor and The Lyceum, the
street is not congested and the school
building will have high visibility; being a 3side corner location, ample parking space is
available.
By Asim Yakub, BSR SG Head
33



Registrations should be opened not later than
mid-March for which a model classroom, gym
and the reception area should be ready to
showcase our college to
parents/students/teachers
Promotional activities to commence from
February
All communication for this will be geared towards
not only announcing the launch of the new
campus but positioning it as a premium product
in the A’level/college education sector
By Asim Yakub, BSR SG Head
34
Use each tool to drive traffic to new campus
and convert into registrations
Social Media
Marketing
Website
PR
Advertising
Events
By Asim Yakub, BSR SG Head
35




Campus-specific Facebook page to be run by ROS,
supported by HO
Facebook Updates: Facilities/infrastructure details;
interior design pictures; work of BSS A’level students
such as media students to be used after screening
Photography/videos to promote new campus to be
made with the help of media students
Existing body of O and A’level students of BSS, and
their teachers will be requested to like the page and
spread word
By Asim Yakub, BSR SG Head
36


A campus-specific website to be created by
HO CC/IT departments, with content provided
by ROS
This will be a dynamic and interactive
website, where students and teachers can
register and receive updates of activities
By Asim Yakub, BSR SG Head
37
Two campaigns in The News and Express
Tribune/ Online
◦ The News is one of the most widely read
newspapers amongst our Target Audience
◦ Tribune is popular with the young crowd,
including O and A’level students (especially the
website)
Launch
Campaign
The News Qtr Pg (City
Pages)
Express Tribune Qtr Pg
(City)
Tribune Online
Second
Campaign
The News Half Pg (City
Rs.310,00
Front)
0
Asim Yakub, BSR SG Head
Express Tribune HalfByPg
Rs.155,00
0
MidMarch/
April
July
38
Coffee Mornings
• For mothers from Defence and
Jubilee Campus
• Allowed to take a tour of the
campus, use the gym and drink
tea/coffee
• This will help them become
familiar with the project and
consider the school for their
children (O’level students)
Networking Lunch/Meetups
• For O and A’level tuition and
other schools’ teachers, with a
good name in the market
• The new campus and its vision
can be promoted by Head of
Corporate Communication
and/or those overseeing the
project execution in Karachi
• Most of these teachers have
hundreds of students and can be
very effective brand
ambassadors for us.
By Asim Yakub, BSR SG Head
39



2 Open Days to be organized in April and
July 2013
These will be festive, full day events held on
the rooftop of the new campus
Existing BSS O’level students from
Jubilee and Defence Campus, and
students from other schools will
be invited with their parents
By Asim Yakub, BSR SG Head
40
By Asim Yakub, BSR SG Head
41