FINAL REPORT REVISED

Core Principle

Class 120

by

Elia Canales

Marketing Planning & Analysis

John “Jack: Schibrowsky

1

TABLE OF CONTENTS

Executive Summary ……………………………………………………………………..........................................2

Situation Analysis………………………………………………………………………………………………………...3

Industry Analysis………………………………………………………………………………………..........3

Internal Analysis…………………………………………………………………………………………........8

Customer Analysis……………………………………………………………………………………………17

Competitor Analysis………………………………………………………………………………………...24

Macro Analysis…………………………………………………………………………………………………37

SWOT………………………………………………………………………………………………………………………....40

Strategy Overview………………………………………………………………………………………………………41

Goals &Objectives………………………………………………………………………………………………………42

Target Market…………………………………………………………………………………………………………….43

Positioning Plan…………………………………………………………………………………………………………45

Promotional Strategy…………………………………………………………………………………………………48

Other Issues……………………………………………………………………………………………………………….52

Summary…………………………………………………………………………………………………………………....53

Works Cited……………………………………………………………………………………………………………….54

Appendix……………………………………………………………………………………………………………………57

2

EXECUTIVE SUMMARY

Core Principle is a brand new company coming out to education business. In order for their business to

thrive they need to narrow their focus and place a lot of attention to the one’s that will bring a greater return

to their business while still not neglecting the smaller segment. My strategy involves Core Principle to go

heavily after performance based funding schools, division one athletic departments and helicopter parent.

Core Principle needs a establish brand credibility through partnering universities to increase their customer

base. They need to target the top ten division 1 spending schools and they need to be heavily involved in

social media and blogging to attract the helicopter parents. Through continuous content marketing and

building brand awareness Core Principle can achieve their goals to sell more than 40,000 units.

3

INDUSTRIES Core Principle can fit into the three different industries which include:

TUTORING

We are looking at the tutoring and driving industry, we focus on the submarket of industry is

tutoring and exam preparation

Tutoring is 45 % of the entire industry

Accounts for 45-50% of the industry revenue and establishments

Total revenue for the 45.5 % of the industry is 4.095 billion dollars

Current size of the industry is at a matured stage

EXAM PREPARATION

This industry comprises establishments primarily engaged in offering educational courses and

services, not elsewhere classified(31)

Sub industries include: educational services, educational service (Non Dergree granting;

continuing), and tutoring schools.

UNIVERSITY TESTING & EDUCATIONAL SUPPORT

Structure of the testing and educational industry is procedures and activities include college

selection service, education consultants, educational support systems, and education testing

services.

Sub industries of testing and educational support include 60% in the educational testing services

Industry revenue is 9.9 billion dollars is estimated from the 60% of the industry

Sales Growth Profit

Exam Preparation 5,120 2.2% 644,700,000

Tutoring 4,140 -0.8% 270,000,000

Educational Support 9,900 1.8% 720,000,000

Table 1. Shows sales(millions), growth ,historical growth and profit(millions), of all 3 industries.

The educational support system has an annual growth of 1.8% and its historical growth is 3.06%

Tutoring industry growth is -0.8% and its historical growth is 3.06%

The Exam preparation Industry’s growth is 2.2% and is historical growth is 3.36%

4

EXPECTED FUTURE GROWTH

Table 2. Shows industry growth

The Expected grow of exam preparation industry is 3.36%

The Expected grow of tutoring industry is 1.8%

The Expected grow of educational support industry is 3.06%

TRENDS

Institutions raising the GPA: Many universities are implementing higher standards for their students by raising GPA which calls

for an increase in the academic success industry this is where Core Principle

More Online learning

Over 6.7 million students were taking at least one online course during the fall 2011

term, an increase of 570,000 students over the previous year.

Increase of online education methods will important to Core Priciple’s product; “Online

education has become an integral part of many colleges and universities, according to

the study, with 65.5 percent of all chief academic officers reporting that "online

education is critical to the long-term strategy". (5)

The increase of mobile use in learning

People age 18-44 are more likely to own a smart phone (13)

Annual growth of the Smart phone app industry is estimated to grow from 2009-2014

49.8% (17)

47% of Organizations are using mobile devices to support formal learning (32), Core

principle’s class 120 product could benefit from this increase. (33)

0

0.5

1

1.5

2

2.5

3

3.5

Exam Preparation

Tutoring

Educational Support

5

ISSUES Performance base funding

American public universities receive a per student budget on attending students; other

countries like UK receive funding when students pass(16)

America on the verge of adopting a new performance based funding policy (16)

Great Britain’s national mean is 80% while the U.S falls back at 75%, U.S is spending

large amount of money but achieving medium results (16)

“Pennsylvania’s public colleges have experienced a 10 percent increase in overall

graduation rates and a 15 percent increase in retention rates,” since adoption of new

performance based funding (24)

Education is expected to grow

Enrollment is projected to increase; “Between 2011 and 2021, part-time undergraduate

enrollment is projected to increase by 15 percent while full-time (11 percent, from 11.4 to

12.6 million students). (28)

Data Privacy Concerns

The increase use of software has raised parents concern with the privacy of the students

records, Core principle needs to build credibility with parent in order to gain trust with

stunt data

But a whole lot of parents don't trust the government to keep data secure, or don't trust

corporations not to abuse access to information about how individual minds work.(34)

BEST PRACTICES

Through the practices of big industry leader Core Principle can improve in the Testing and Educational Assistance

industry with examples of:

Tutor.com

Best Practices can be applied from a major player in the in the industry is Tutor.com (12)

which claims to increase student retention rate as well as success rates.

Best practices for companies entering the industry would have to contain items like online tutoring

whichTutor.com provides with their “Tutor.com To Go™ for iPad, iPhone & iPod Touch” (8)

Personalized retention programs that they have partnered with higher education institutions to

include which include features like

1. 24/7 access

2. Comprehensive monthly reports that provide predictive insight on challenges

student face and why they seek help.

3. Customizable solutions; higher education institution have availability to choose

from 25 academic subjects to include one-on-one tutoring.

4. Mobile access for students. (9)

6

Kaplan Inc.

Graham Holdings estimated market share is 3.4% (2 ). Kaplan Inc. named No. 3) among the ten

most innovative education companies (22)

Provides a wide range of services to prepare students for test. From graduate admissions to

college admissions preparation.

Best practices include

1. Physical facilities where they are located inside the university

2. Their services range from classroom setting to the SAT Classroom Anywhere®

which provides online live classroom interaction with instructor.

3. Make education more affordable, they are outcomes focused, personalized, global,

and accessible from basically anywhere. (22)

Oracle

Oracle provides the application of their cloud computing that allows universities, colleges

and school districts to use their technology to store data.

Best Practices include

1. Helps provide a consolidated repository data to better report across system.

2. Helps provide students which items such as records and transcripts easier. (19)

Oracle’s database enables customers to transform their enterprises and improve

operational effectiveness. Oracle’s MySQL is the most popular open source data

base which delivers cost effective, reliable high performance database.(25)

Pearson

A leader in the educational support industry Pearson who dominates 12.1% of the testing

and educational support industry.

Pearson provides an array products such as eTexbooks, online blended course through their

custom curricular programs their data analytics & adaptive services which provides the

Pearson learning studios, Mylab & Mastering, and Courseconnect.

Best Practices include

1. “Significant position in education domain” (22)

2. Employ personalized adaptive learning to students (35)

3. “supports top line growth” (22)

7

Blackboard Inc.

Blackboard Inc. provides wide range of solutions for the educational support industry such

as support for admission and enrollment, and teaching & learning and student experiences,

through software like the Mosaic by Blackboard

Best Practices

o Faster connectivity with advisor

o Their Blackboard Connect™ platform allows student to remain connected with their

advisors faculty via text, social media message, or recorded voice. (21)

o Facilitates students and faculty instant access to campus life and services right from

their mobile phone.

SUCCESS REQUIREMENTS

As internet evolution to the Web 2.0 this will become a driving force to the evolution of new

products (18) which means an optimized software platform.

Awareness of government policies in regards to higher educational funding

Establish high reputation and strong relationship with higher education organizations(1)

Increase attention to parents specially the “helicopter” parents parent are becoming “advocates” for

their students looking to ensure that colleges meet their obligation (25)

Optimization of research and development (1)

Ability to adopt new changing technologies (1)

Trackable results to establish credibility

8

Internal Analysis

BRIEF HISTORY OF CORE PRINCIPLE

Core Principle, Inc.

Incorporated August 23, 2013 in Indiana

(317) 520-9633

5255 Winthrop Avenue #100

Indianapolis, IN 46220

Core Principles was established 2013 in order to maintain student success by retention. As a result, they

established Core Principles, Class 120. Class 120 incorporates geo-location software that notifies parents,

students and faculty members when the student is absent. Core Principles is in the process of conducting

market research to explore target market and further product development. With private investor support,

they are planning a product launch fall of 2014. Headquarters are located in Indianapolis, Indiana.

INTERNAL INFORMATION

MISSION STATEMENT According to Core Principals their mission statement is

“Core Principle will provide innovative and practical products and services that support

measurable improvement in student success rates at all types of post-secondary

institutions and for all types of students.”

VISION STATEMENT According to Core Principles their vision statement is

“Core Principle will become an industry leader in an emerging market for innovative

technology-based student success tools in post-secondary education, with the goal of

utilizing the Class120 technology.”

CORPORATE CULTURE Core Principle‘s culture is that of a strong start up company. Core principle is task oriented,

deliverable driven and they believe whole-heartedly in their product. They manage to make huge

impacts with a small team and their tightly knit circle of dedicated and knowledgeable individuals

who are ambitious and driven by results. They are passionate in their field of student success.

They share the focus of improving student attendance, in the knowledge that this will transmit to

higher grades and student success.

WILLINGNESS TO ADAPT TO CHANGE Core Principle has redirected their focus to become for student driven. An example of their ability

to adapt to change is by their delayed of the September 2013 launch, They were delayed and had

to move their website launch date to March 2014, this establishes their flexibility and the

willingness to adapt to change.

9

WHAT IS IMPORTANT FOR CORE PRINCIPLES In the state of Nevada alone, there are 133,885 students enrolled in college, in their undergraduate

years (School Enrollment, 2008-2012) (1). Keeping these students in class through the quality of

their product is a main precedence of Core Principle. From the year 2012-2013, tuition is stated to

be approximately $22,000 dollars (Average Cost of College Tuition, 2013) (2), for a four year

institution. To Core Principles improving student class attendance is critical which ties in to the

quality of their product.

Core Principle is improving attendance by using GEO-fencing software to increase

student attendance.

Core principle is focusing on their fall 2014 product launch which will debut the

quality of their product

RESOURCES

HUMAN RESOURCES Currently working with a small team Core Principle has the best of the best when it comes to talent

and entrepreneurial spirit. Below are listed the Human Power that drives Core Principles.

Leadership role: John (Jeff) Whorley: A Tennessee native Jeff has

displayed leadership through his various life experiences for instance

becoming a nominee for the 4th congressional district in his state. Jeff

displayed authority and educational skills when he was an Executive VP

for Sallie Mae. After resining in the year 2007 Jeff remained in the

educational field as he became the President of StudentAid.com, and

co-authored a book called “Getting into College,” with extensive

knowledge and background in the educational field Jeff is more than

skilled to lead Core Principles. (4)

Figure 1. Image of John (Jeff) Whorley

Key Personnel: Joe Montgomery: Currently the head of product and

Marketing at Core Principle. Joe has extensive brand management

expertise as he was a former Digital and Social Strategist for ACS

Advertising, and a Partner consultant for Brass Born as well as Brand

Manager of Gannett. This and specialized skills like digital marketing,

business development, online marketing make Joe more than qualified

to advance Core Principles.(5) Figure 2. Image of Joe Montgomery

Other personnel

Jim Whorley, J.D. and General Counsel

Lisa Whorley , CPA and CFO

Stacy Anne Hoehle , J.D. and Head of Business Development

Rachel Key Administrative Assistant

Jacquelyn Halpern Design Consultant

Mark Lloyd, MBA and Finance Consultant

David Reed, Ph.D. and Senior Technology Consultant

Cebronica Scott, MA and Conference, as well as Special Events Consultant

10

Partner Firms Smith Amundsen LLC (Legal)

Bose Mckinney & Evans LLC(Legal)

Code Monkey (Product & Design Development)

Milestone Advisors (Financial)

FINANCIAL RESOURCES Core Principle has had financial backing of one million dollars from both CEO and his spouse. CEO Jeff is

currently working raise their budget to two million dollars more, to increase product development and

marketing efforts they are interested in pursuing crowd funding.

PATENTS

Class120 Software – Patent Description: System and Method for Monitoring Class Attendance,

Technical Field. [0001] The present disclosure relates generally to a system and method for

supporting, monitoring, and summarizing class attendance, such as college class attendance, and more

specifically to electronically reporting a class attendance status for a student to an interested party.

Intellectual PropertyClass120 Software – Trademark Description: Computer software for

monitoring and summarizing attendance of students or others, and for providing e-mail and/or text

message notification alerts via the Internet and/or cellular telephone to parents, employers, or other

third parties in cases of non-attendance; as well as class attendance monitoring, summaries, and

schedule reminders for students.

GOALS Core Principle has a number of goals all which include

Acquire 100-200 sign ups at college orientations

Utilize the Class 120 technology in 100 institutions

Provide an upgraded version of geo with different levels in different institutions.

Future Goals

The company plans to be at 40,000 users

Fall 2016-2017

Complete tesing in 30-40 Univertities

Summer 2014

Product Launch including Class 120 and GEO version.

Fall 2014

Website Launch of Core Principle’s Class 120

March 2014

11

KEY MILE STONES Core Principles plans to achieve these key milestones to make their Class 120 product a success which

includes:

10,000 which will be Core Principle’s breakeven point

20,000 users where they will remain a comfortable small sized company

Above 40,000 users they will be a big business with a possibility of being bought out.

CURRENT MARKETING ACTIVITIES Maintaining a small budget Core Principle utilizes their marketing efforts to full capacity by employing

these marketing activities:

Promotional Strategies

They intend to build relationship with schools nearby by to increase sales of both professor

version and GEO mapping

2014 Winter/Spring Pilot Program

Middle Tennessee State University

University of Nevada – Las Vegas

Sewanee, The University of the South

Capital University

Core Principle plans to identify top athlete software companies and collaborate up

with them.

Core Principles plans to perform direct to consumer selling.

Targeting institutions that are within the range of their organization

Core Principle plans to person a guerilla marketing strategy

Promotional Tools The tools that core principle has utilized so far in regards to their promotion are as follows.

Core Principle has currently establishing beta testing around 30 schools.

The Core Principle website.

Core Principle is partnering up with Crimson Hexagon to analyze tweets from

students.

Core Principle has used surveys in various schools and is testing their pilot programs

at various universities.

Core Principle’s user friendly convenient mobile application

12

Message

The message that Core Principle is trying to imply is that better attendance provides better grades

and this will translate to future success. And attendance is a true measure of good grades.

Students

“Based on our surveys of college students, the average student who graduates

may miss as much as a semester or more of scheduled classes. Even for the

students who do graduate, those missed classes mean less learning and a lower

GPA.” (3)

“There is no magic formula for success in college, but research shows that

there is a single most important thing you can do: go to class.”(6)

Success of a student depends on attendance

High correlation with GPA /grades and attendance

Parents

To make sure your child attends at least one more class a week, which will add

up to 120 more classes over the next four years in college.

Core Principle’s message includes that attendance as the best predictor of

academic success.

Colleges

“Over 80% of Division I scholarship athletes graduate, proving colleges

understand the importance of keeping student-athletes in class and on track.”(6)

A recent college focus group from Flagship University predicted that students on Class

Geo would attend 240 more classes over their 4 years in college. (3) Class 120 will help students focus on going to class. (3)

Figure 1. The “Simple Math” image from Core Principle’s Class 120 Website

13

SPECIFIC PRODUCTS Core Principle’s Class 120 products as of now include only a range of two which include:

1. Class120 GEO: is an application-based platform that can provide notification of class attendance to

parents of college students by using pinning technology “geo-location”. Available for two mobile

platforms Android and Apple. Comes in three packages.

2. Class 120: An attendance tracking program supports athletic department device with attendance

and sends the rooster to the appropriate department. (Packages not yet available)

ATTRIBUTES

Core Principle’s Class 120 Geo Attributes

Class 120 software sends notification when the students phone is not detected in the class

Class 120 software provides levels of encouragement or recommendations if a student

has missed class.

Class 120 uses skyhook for the android cellular system.

Geo mapping software which is becomes smarter over time.

Class 120 includes is the usage over Wi-Fi as well as network coverage.

Class120 geo app will look to identify if the student’s smartphone is at the classroom

location

Their mobile application, which is featured in the three main cellular platforms from

either Apple’s App Store or Google Play Store.

1. Apple

2. Android

3. Windows (Currently working on this plat form)

Ability to check attendance history through the website & by class

Core Principle’s Class 120 Attributes

Allow teacher/faculty to take attendance via their smart phone.

Ability to forward information to appropriate departments in the school.

Email and SMS message alert to/student/faculty / parent when student misses class.

Class 120 Geo

Basic

Standard

Gold

Class 120

Basic

N/A

N/A

14

PRICES

Class 120: Price not yet established

Class 120 GEO:

Figure 4. The Price for the Basic, Standard, Gold packages

SUCCESSES So far Core principles successes include:

Core Principle’s geo fencing software

Core Principle currently has 306 geo-mapped schools

2014 Winter/Spring Pilot Program

Core principle’s is currently performing beta testing on their product.

Their provisional filling of 2-3 other entities.

KEY FAILURES Here are a few of the failures that Core Principle’s failures:

Behind schedule on certain aspects

Software is weak for Apple products unlike the one they have for android devices.

15

COMPETITIVE ADVANTAGES

Core competencies

Geo fencing of 306 campuses across United States.

Their experienced work force, along with their leadership of Jeff who has vast knowledge

in the student financial industry.

Patent software and trademarked of Class120 software.

The convenience that their product can be implemented without infrastructure change to

universities.

Student tracking with the pinning software

Unique features of core 120

Geo mapping of campuses across the united states

Provides coaching to encourage students to attend class

Message alerts through emails, messages and alerts

Pinning technology

Use of Skyhook technology for their android devices.

Why People will buy Class 120

Studies have proven that attendance is a high predictor of grades

“Class attendance appears to be a better predictor of college grades than any other known

predictor of college grades—including SAT scores, HSGPA, studying, skills, and the

amount of time spent studying (Credé & Kuncel, 2008; Hezlettet al., 2001). Indeed, the

relationship is so strong as to suggest that dramatic improvements in average grades (and

failure rates) could be achieved by efforts to increase class attendance rates among

college students.” (Class 120, 2014) (3)

Provides convenience through a mobile app

An efficient and convenient way for athletic department to keep track of their athletes.

They can evoke real change.

SUMMARY OF CORE PRINCIPLE’S STRENGTHS Some of Core Principle strengths include:

Patent and trademarked smart software.

Staff with expertise and knowledge in the field.

Private ownership means they have control of decisions

Having 306 schools geo mapped

Research in social media analytics and surveys

16

SUMMARY OF CORE PRINCIPLE’S WEAKNESS Core Principles has some weaknesses, which they need to overcome to make their product a success,

weaknesses include:

Battery life efficiency in regards to the device

They are behind schedule in regards to their launch date.

Issues with student participation

o Student privacy act.

Their website lacks valuable features and an intuitive user experience

KEY INTERNAL SUCCESS FACTORS One way, which core principles will succeed, is if:

Acquire support from Universities and Athletic department.

Improve IT to handle the forecasted 40000 users.

Accept website and product recommendations

Expand their funding to have more flexibility

Grow within their targeted segments and expand their product line

Increase product awareness

Optimize their software platform

17

CUSTOMER ANALYSIS

THE CORE PRINCIPLE CUSTOMER

The Core Principle customer is composed of parents, universities and athletic departments.

CUSTOMERS OF CORE PRINCIPLES

Parents of Students `

Core Principles needs to focus on freshman parents of full time college students who still

live at home and they provide some support for their tuition.

Table 1. the number of college freshman and parents contributing to their education for 2013(22)

Discussion: Core principle should sell to these customers because

There a huge increase in incoming freshman to college in fact “ 18-19 yr. old

college and secondary level education enrollment increased from 48-71%” (3)

Parent contributing to students tuition see their education as an investment and

would like to keep track of their investment.

First year students; freshman to sophomore retention rate for public 4 year

institutions is only 64.9% (4) which shows parents that 35% of their children will

not continue to their sophomore year.

Students who live at home heavily dependent on parents (2)

Parents Paying; “for full time students total average spending per full time student

was equivalent to $26,900” (1)

Helicopter parents; parents showed concern in areas like academics financial and

healthy regarding their kids (2)

College Students % of total market 13,262,000

Parents of Full-time Freshmen(Enrollment) 27% 3,580,740

Parents that Contribute to College Tuition 12% 1,591,440

Helicopter Parents 30% 3,978,600

18

Colleges and Universities

Core Principles needs to focus on public & private for profit

fulltime scholarship students as well as schools participating in

PBF institutions.

Table 2. PFB placed in 4 year institutions by state (23) (24)

College Students 20,642,819

4- year institution (Public & full time) 72 % 12,737,013

College Students in Private Sector 5,762,476

4- year institution (Private for profit) 31% 1,808,898

College students 20,642,819

Students with scholarships & Grants 39% 8,050,699

Performance Based

Funding placed at 4 yr.

institutions (States) (23)

5 Arizona

Florida

Mississippi

Maine

Pennsylvania

Arizona 4 yr. institutions Public Arizona State University,

Northern Arizona University of Arizona

Private(for

profit)

(more: http://www.schoolchoices.org/colleges/in/arizona/type/asc)

Florida 4yr. institutions Public Florida Agricultural and Mechanical University

Florida Gulf Coast University

Florida International University

(more: http://www.schoolchoices.org/colleges/in/florida/type/asc)

Private (for

profit)

(more: http://www.schoolchoices.org/colleges/in/florida/type/asc)

Mississippi 4yr.institutions Public Alcorn State University

University of Southern Mississippi

Mississippi State University

(more: http://www.schoolchoices.org/colleges/in/mississippi/type/asc

Private (for

profit)

(more: http://www.schoolchoices.org/colleges/in/mississippi/type/asc)

Maine 4yr. institutions Public University of Maine

University of Southern Maine

University of Maine at Farmington

(more: http://www.schoolchoices.org/colleges/in/maine/type/asc)

Private (for

profit)

(more: http://www.schoolchoices.org/colleges/in/maine/type/asc)

Pennsylvania 4 yr.

institutions

Public Bloomsburg University of Pennsylvania

Cheyney University of Pennsylvania

Bloomsburg University of Pennsylvania

(more: http://www.schoolchoices.org/colleges/in/pennsylvania/type/asc)

Private (for

profit)

(more: http://www.schoolchoices.org/colleges/in/pennsylvania/type/asc)

http://www.schoolchoices.org/colleges/school/3777/university-of-southern-maine

http://www.schoolchoices.org/colleges/school/6968/bloomsburg-university-of-pennsylvania

http://www.schoolchoices.org/colleges/school/7006/cheyney-university-of-pennsylvania

http://www.schoolchoices.org/colleges/school/6968/bloomsburg-university-of-pennsylvania

19

Discussion: Core principle should sell to these customers because

Performance base funding institutions already have an incentive to improve retention and

graduation

Low income families relied on 37% of total college tuition assistance from grants &

scholarships (21). Which shows a need for more attention to be placed on lower income

families form Universities

Public Institutions; they had a revenue of 324 billion dollars compared to private for and

non for profit. (1)

These states already implement a PBF in the state (23) so universities from these states

will be more inclined to purchase class 120.

Athletic Departments

Core principle on the athletic department should focus on schools transitioning to division one and division

one school

Transition to Division 1 Year transitioning

Northern Kentucky University 2016

University of Nebraska at Omaha 2015

Division 1 School Total Expenses # of athletes

University of Wisconsin-Madison

143,884,191 1,010

The University of Texas at Austin 138,205,604

746

Ohio State University-Main Campus 122,616,951 489

University of Florida 114,024,962

661

University of Michigan-Ann Arbor 111,363,181 1,027

Louisiana State University and Agricultural &

Mechanical College

109,996,922 605

The University of Tennessee 109,899,761 640

The University of Alabama 109,071,197 678

University of Oklahoma Norman Campus 106,340,398 770

Pennsylvania State University-Main Campus 100,514,997 935

Table 3. Shows the Division 1 schools and schools transitioning to Division 1

Discussion: Core Principle should focus on these customers because

There are 351 division one school which range in 49/50 states (7)

Universities spend on average 50 million dollars (25)

Schools transitioning to division one schools are more likely to want to acquire class120 in order to

remain as a Division one school and comply with attendance regulations.

20

Discussion: Why these customers?

Core Principle needs 40,000 customers in order to be a successful business here are the reasons why I

believe there are the right customers for Core Principle

A 27% increase in graduating high school senior in 12 years will create more incoming freshman

students. (11)

NCAA division 1 universities will provide higher credibility for Core Principle as well as having

over 126,000 students (10)

First year college student retention is only at 64% by public 4 year institutions(4)

Helicopter parents spend on average $6 billion a year on tutoring services alone. (12)

NAIA market still hold over 60,000 students alone

FRESHMAN CHARACTERISTICS

Table 4.Shows Freshman characteristics, family income and future degree aspirations(14)

64 % of freshman applied to more than 3 colleges (13)

48% of freshman maintained an average grade of A- in High school (13)

76% of freshman say they plan to live with their parents(14)

“first –year students indicating that they frequently felt overwhelmed in their high

school senior years is 30% and they may be in the path to feel overwhelmed in

college” (14)

13.7% of freshman are likely to go to the business field.(14)

79.4% of freshman are NOT first generation students. (14)

Freshman provide a big market because many will continue to live at home while they

attend school, 18% of the income power in from the median income families. Core

principle should focus on freshman, second generation college attending caucasian middle

income families to sell their Class 120 product.

Bacherlor's Degree

20.4%

Master's Degree

41.4%

Ph.D. or Ed.D.

19.1%

MD,OD,D.D.S

10.2%

Highest Planned Degree

Aquire better job

84.7%

Learn more on fields of interest

82.8%

Train for career

77.6%

Reason for Attending College

$25K-$50K

16.8%

$50-75k

18.5%

$75-100k

13.6%

$100-150K

17%

$150k- Above

7.8%

Estimated Parental Income

Caucasian 72.7%

African America 11.5%

Asian American 8.5%

Hispanic 12.7%

Ethnicity

21

STUDENT GRADUATION RATES

Table 5.Shows number of students that fail to graduate based on the provided % and the total # in 2012(26)(only estimate)

Discussion:

46% of those who enter a U.S. college fail to graduate within six years (15)

“The 2011 graduation rate for full-time, first-time undergraduate students who began their pursuit

of a bachelor's degree at a 4-year degree-granting institution in fall 2005 was 59 percent.” (16)

“Four-year public colleges, 81 percent of students enrolled full-time for the duration of their

college experience graduated within six years” (17)

Many students tend to graduate after six years after they attend college, which proves that a product like

Core Principle will be utilized by universities and parents as well. Although retention rates for public

institutions seem to remain constant (20) graduation rates are longer than normal as the data tells us, which

will be good market for Core Principle

COLLEGE COST

Table 6. shows the total percentages and resources that cover college cost (21)

Student Borrowing

18% Parent Borrowng

9%

Grants and Schoolarships

30% Student Income

& Savings 11%

Parent Income

and Saving 27%

Other 5%

How Typical Family Pays for College

Institution Graduation Rates Percentages Students


Public 4 year 59.9% 8,913,325


Private non-for profit 64.6% 2,554,011


Private for profit 15.7% 283,996

22

FAMILY EXPENSES

Table 7. shows total amount of family barrowing per institution per student(6)

On average grand and tax benefit covered 63% of average full time undergrad student (6)

Parents and students borrowed funds to cover 26% of total charges(6)

Table 8. shows total amount of family barrowing by race(21)

Target Caucasian families their bowing averages more they’ll be more inclined to want to track

they child’s attendance

Family Borrowing

Public 4 year

$5,200 Per student

Private for Profit

$7,800 Per Student

Private non-for Profit

$8,800 Per Student

Family Borrowing by Race for

2013

African American Families

$18,000

Hispianic Families

$21,000

Caucasian Families

$22,000

23

SELLING POINTS

Core Principle will assist helicopter parents, will feel more secure on the where about of their

freshman students in the university

Core Principle will assist parents who financially contribute to their children’s education parents

see the importance to track their children’s attendance.

Core Principle will assist universities that have in place Performance based funding, institutions

will see more benefit for the Class 120

Core Principle will assist universities who receive funding for scholarship money students being

awarded that money are more appealing to keep track of because of the state money they receive

Core Principle will assist university comradery by involving professors in the student retaining

efforts

Core Principle will assist university increase student retention for the institution which will translate

to educational funding

Core Principle will assist Athletic departments by complying with NCAA regulations by keeping

attendance.

Core Principle will assist athletic departments by providing easy low cost method of attendance

tracking.

Core Principle will assist athletic departments increase athlete attendance for the institution which

will translate to more athletic funding

KEY SUCCESS FACTORS

Establishing relationships with universities

Provide high user experience

Establish credibility to acquire referrals

Provide easy measure for athletic departments as well as universities

Prove correlation between attendance and graduation

Establish incentive for first time buyers

24

COMPETITOR ANALYSIS

DIRECT COMPETITORS FOR THE PARENT MARKET:

These companies provide parents will real-time updates and GPS location of family members or students

Sprint Family Locator

GPS Tracking Pro

Life 360

DIRECT COMPETITORS FOR THE UNIVERSITY:

These software include some of the same features used in Core Principle’s Class 120 and are used to track

student attendance and provide a combined data set.

AccuClass

i-Attend.com

ScholarChip

DIRECT COMPETITORS FOR THE ATHLETIC DEPARTMENT

are attendance-tracking tools that monitor attendance through software and will help the Athletic

department manage attendance. Various features from both companies include the accurate attendance

tracking and the late arrival notification.

OpenTech’s Class Track

Jolly

DIRECT COMPETITORS

AccuClass

a product offered by Engineerica, which Florida corporation established in 1994, The

company started as computer engineering consulting firm but quickly specialized in

building attendance tracking systems for the academic market, Engineerica offers several

attendance tracking systems including desktop software, client-server applications, cloud-

based solutions, and Apple iOS apps. These systems include academic center

management software, classroom attendance applications, conference, and event tracking

systems, and more. (3)

ScholarChip

ScholarChip was established in 2000 to provide advanced ASP solutions to education.

ScholarChip’s solutions provide colleges & universities with economical, scalable and

easy-to-implement security, attendance & financial applications, addressing the current

issues of student retention, completion & budget constraints. (4)

http://www.i-attend.com/index.html

25

LESS INTENSE COMPETITORS

i-Attend.com

A software product from Dotenablers LLC which offers solutions for better tracking

attendees combines the technologies of RDIF and Barcodes.

Campus Track

Open tech’s product which offers student tracking software for tracking student activities,

college assets, managing print and copy costs. Campus track allows universities to build

on their existing student ID programs to facilitate these tracking and facilities

management processes.

INDIRECT COMPETITOR

GPS Tracking Pro

Allows you to keep track of family friends and phones with GPS technology

Sprint Family Locator

Sprint Family locator is a service provided by Sprint, which offers parents or the account

holders to track anyone in their bill plan to know their where about using GPS tracking

systems.

Life 360

allows families to stay connected through a mobile app that can be used by the entire

family.


26

ACCUCLASS

Product offering

includes a variety of options for the customer.

“For classroom attendance tracking, AccuClass, the online class attendance system. Select your

favorite way of recording attendance including web-connected computer, Apple device, RFID, or

ID card. Instructors and educational Institutions”(2)

Provides RFID technology to track students attendance

A computer in the classroom as a sign-in station and have students sign in by swiping

their student ID card in a magnetic strip reader or use a barcode reader(5)

Use time clocks mounted on the wall near the classroom entrance to capture the

attendance(5)

Use an Apple device to call roll (5)

Use an Apple device and sign the students in by reading a QR barcode or swiping an ID

card with a magnetic strip (5)

Competitive Position

Facilitate attendance tracking provides detailed reports all with a fully customizable way of

taking attendance with different tracking methods.

Web-based software that is hosted in the Amazon cloud (6)

Real time results

Easy; There is no need for infrastructure change because of the use of software

Multiple options for recording class attendance (6)

RDIF

QR Scanner

Apple device roll call

Strengths

Cloud syncing

Variety of platforms to use

Free use for the first semester

RFID technology to track students

Online Tutoring

Over 20 years of experience in attendance tracking software

Weaknesses

Low brand equity

Weak online presence

Unappealing website

Will become time consuming for a larger class

Only compatible with iPhone Devices

http://www.engineerica.com/accuclass

27

SCHOLARCHIP

Product Offering

Contactless Card

“ScholarChip provides smart card IDs for the K-12 market and also provides payment gateway and

electronic signature solutions for the Higher Education institutions.”(15)

Automatically tracks credit hours and identifies students at risk for non-adherence, all in

real time (7)

Allows automated real-time attendance taking.

A small device with a clear display and color-encoded LED indicator lights which detects

cards at a 4 inch distance. (7)

Wall Mounted Attendance Board or a small USB device. (7)

Systems automate all aspects of school operations, financial transactions and security (7)


Synchronized ID card to attendance taking and identifies and locates students throughout

campus

System verifies correct class and records the correct attendance status

Contactless SmartCard ID, ScholarAttendance™ automatically tracks credit hours and

identifies students at risk for non-adherence, all in real time (7)

Strengths

Integrated cloud services

Credibility from other institutions

Available on iPhone and Android devices

Very active on line presence

Smart card provides attendance, POS and e-transactions

Cloud based and Hardware based

Growing in customers base

Weaknesses

Integrate a new ID system into universities

Attendance taking can only be conducted through a card

No access from the professors end

28

I-ATTEND.COM

Product Offering

“Our solution combines the proven technology of RFID and Barcode, and robust, scalable web-

based application to track attendance at events, seminars, conferences or meetings of any

size”(8)

Uses RFID and barcode technology to track attendance

No monthly contract and you can cancel at any time

Real time downloadable results

The use of multiple platforms

Use software to create a meeting or event and allows students to check in with their

badge


No long-term contract provides attendance access through barcode or RFID cards

Combining the proven technology of RFID and barcode to track attendance

Their RFID and robust and Barcode web-based application

You can use existing badges or create new

24 hour access to reports

Strengths

Customers can use existing badges

Works with either RFID or badges

Data and reports available 24/7

Monthly contract

Weaknesses

Limited information available on website

No mobile access

No pricing available on website


29

CAMPUS TRACK

Product Offering

“Monitor activity, control privileges, keep a verifiable record of attendance, and create an electronic

log to improve security.” (10)

tracks various activities in the university

Improves safety and security in the institution

University can use existing badge system

Tracks visitors, guest and students

Provides mobile options


Student tracking software that builds upon universities existing tracking management process

Secure ID cards supported by photos, smart card technology, and biometrics tracks

throughout campus, in class, anywhere on campus or checking out a piece of gym

equipment(10)

Campus Track provides college and university administrators with an electronic record of

activity. (10)

Intuitive interface is also customizable, you can create your own drop-down lists to meet

the specific needs of your institution or set your screen for automatic check-in to speed

traffic flow.(11)

Strengths

Tracks various campus activities & facilities

Build on their existing student ID programs

Compatible with other SQL systems

Free trial

No infrastructure change

Weaknesses

No pricing available on website

No specific market

No tangible product provided

30

GPS TRACKING PRO

Product Offering

“ Keep Track of Your Family, Friends & Phones With GPS Technology. GPS Tracking Pro uses

state-of-the-art GPS Tracker technology to quickly and accurately locate the people you care about,

providing real-time location updates using GPS navigation.”(12)

Mobile application to keep track with GPS technology(12)

Provides real-time location

Provide up-to-the-minute information (12)

GPS Tracking Pro also tracks phones including mobile devices, smart phones, older devices and

Androids (12)


Provides real time location

Accurate GPS location

App is also a cell phone tracker

GPS Tracking Pro app will send an invite text to your loved one’s phone. Once they reply with a

“yes,” their icon will appear on the app’s map. You can now track their whereabouts 24/7. (12)

Strengths

The GPS Tracking Pro app is compatible with AT&T, Verizon, Sprint or another phone carrier

(12)

Ensures the most accurate, real-time reporting on the location of your family and friends (12)

Provides real-time data on location of family’s where about

User installations of 5,000,000 - 10,000,000 Free installation

High customer reviews

Weakness Only available for android devices

Cannot be established in an University setting

Limited to the mobile application market

31

SPRINT FAMILY LOCATOR

Product Offering

GPS enabled tracking feature form your smartphone, provides location

Real-time interactive satellite maps with street addresses and landmarks (13)

Automatic notifications on specific days and specific times.

Password protected and only available for parents

Texting available to the family member you’re locating

Locate up to 4 mobile devices

Safety Checks that automatically notify you of a child's location (13)


Can be used from mobile devices and desktop(13)

Benefit of using all sprint satellites for GPS

Real-time interactive satellite map

Reliability from carrier

Any Sprint phone can be located via its built-in GPS.(13)

Strengths

Easily available to sprint users

Real-time access to street addresses

Established reputation

Free trial

Weakness

Coverage not available everywhere.(13)

GPS reliability varies by environment.(13)

Available on select devices.(13)

A data transfer fee of 3¢/kb may apply (13)

32

LIFE 360

Product Offering

“Life360 runs on your mobile device to allow you to view your family members on a map, communicate

with them, and receive alerts when your loved ones arrive at home, school or work”.(16)

Allows family tracking with those who are in the Life 360 application

Free mobile application

Check in availability

At a glance feature to see where the members in your circle are at

Automate places

Includes private messaging feature

Includes group chat feature

Crime pins and offender pins

Premium Product offering $5 a month or $50 a year

o 24/7 live advisor with emergency roadside assistance (14)

o Unlimited places(14)

o Unlimited location look ups (14)

o Stolen protection services(14)

o Extended features (14)


Availability to synchronize their locations

Provides convenient easy way to track members

Check in availability from anyone in the circle

Let’s you set your “favorite” location

Easier communication application

Availability to group all your connections into different groups

Strengths

Free and premium product offered

Available on android and IOS platform

Automates with places

Growing number of using customers

Established reputation

Weakness

Available only on mobile platform

No precise location feature available

33

JOLLY TECH

Product offerings

Keeping track of tardies, absences and attendance

Management software for attendance provides IDs

Can take attendance through IDs

ID flows: tracks ID cards only

School track: student tracking software

Manages campus visits as well

Competitive Advantage

Provides alert emails to parents when there is a violation

Detailed reports

Database accesability

Offers various solutions for tracking and managing either supplies, visitors or attendance

Strengths

Established reputation through various institutions

Important client list

Various management products for the educational department

Accessible to system integration

Over 20,000 customers around the globe

Email Alerts to parents

Growing number of customer

Established company affiliations

Weakness

No mobile applications

No involvement from faculty

37

MACRO ANALYSIS

ECONOMIC ISSUES

1. Increase in tuition

“Tuition has increased at a rate higher than inflation for 30 years, and the end result is

higher student debt and an entire generation at a loss as to how they will pay off their

loans.”(2)

IOCP: Will increase incentives for parents to buy Core Principles because

investing in their education today will result in returns later.

2. Increase household income

“Real median household income for 2011 fell 1.5% to $50,054, which was 8.1% lower

than in 2007.”(3)

IOCP: Academic funding demand will increase which will require students with good

academic standing, which will mean better attendance that Core Principles can use.

3. “Families are seeking evidence of successful results to justify their college investment.”(3)

IOCP: The research Core Principle has provided will prove that their product will

increase attendance which will correlate with passing classes and in the future success

SOCIAL ISSUES

1. Increase in enrollment

“Enrollment in postsecondary degree-granting institutions is expected to increase 15

percent between fall 2010, the last year of actual data, and fall 2021”(5)

“Between 2013 and 2020, college enrollment is projected to increase 5% for 18- to 24-

year-olds”(3)

IOCP: Growing college enrollment will mean increase of Core Principle

Customer base.

Table 1 shows the projected increase of undergraduate college students

38

2. Increase in Incoming Freshman “Between 2010 and 2021, first- time freshmen fall enrollment in all postsecondary

degree-granting institutions is projected to increase 14%”(6)

IOCP: Incoming freshman will be a good target market for Core Principle to focus on,

because they are increasing in size.

3. High School Graduates “The number of high school graduates is projected to increase 5 percent between 2008–

09 and 2021–22.”(9) Regions with higher high school graduates:

South projected increase 11%

West projected increase 4%

IOCP: Potential customers from increasing number of high school graduates. Different

regions provide a plan of who to target in the future with Core Principle’s product.

4. First Generation College students

“Estimated that 4.5 million freshmen are classified as first generation, low income

students, 89% will leave college without a degree.”(11) The 2011 UCLA study also

found that: “While 42 percent of students whose parents attended college graduated

within four years, only 27 percent of first-generation students graduated within four

years.”(12)

IOCP: Since first generation are higly at risk to not complete college Core principle will

need to educate and persuade parents of the benefits that class 120 brings.

POLITICAL ISSUES

1. Performance Base Funding (This link provides a detailed list of each states’ metrics for PBF:

http://www.ncsl.org/research/education/performance-funding.aspx)

“25 states are currently transitioning to some type of performance funding”(7) Many

states will ned to comply will the following metrics, but not limited to:

increase degrees, diplomas, and certificates (7)

Increase graduation rates for low-income students by one percent (7)

First to second year retention rates (7)

Student progression (7)

IOCP: Universities will be looking for solutions to increase graduation rates and

retention rates, utilizing Core Principle’s products.’

Washington alone “allocated 10 million dollars in funding based on performance in

fiscal year 2014” (7)

IOCP: Institutions will be looking for more funding from states, Core Principle can help

institutions increase student retention and graduation.

39

DEMOGRAPHICAL ISSUES

1. Increase diversity among colleges

“In 2011 the number of 18- to 24-year-old Hispanics enrolled in college reached a

record 16.5% share of all college enrollments.” (3)

“The number of white high school graduates will drop significantly by 2027, while the

number of Hispanic and Asian high school graduates will rise.”

IOCP: Core Principle will have to implement different marketing strategies to

accommodate the growing diverse demographics.

TECHNOLOGICAL ISSUES

1. Mobile trends

“Among Americans with mobile phones, more have smartphones (56%) than feature

phones (44%)”(3)

IOCP: The increase of smart phone users will be beneficial to Core Principle’s products.

2. Increase in Online Courses

“Percentage of online students rose from 2009-2010 by 10%, making it a total of

approximately 6 million students who took a class online”(10)

IOCP: The increase of online courses will potentially negatively impact Core Principle

because students will think it’s easier to go to classes online and not use class 120.

“34% of U.S. colleges offer a bachelor’s degree online.” (10)

IOCP: The high number of online colleges can potentially lower traditional methods of

getting a bachelor’s degree which will affect Core Principles customer base.

LEGAL/REGULATORY ISSUES

(1) Privacy Issues

“FERPA gives parents certain rights with respect to their children's education records.

These rights transfer to the student when he or she reaches the age of 18 or attends a

school beyond the high school level”(8)

IOCP: Core Principle will need to provide incentives to students as well as parents to

overcome this privacy issue.

40

SWOT

Strength (Internal)

Leadership with extensive knowledge of the

student success industry and several

established relationships with institutions

Patented and trademarked software

Social Media research with Crimson

Hexagon

A range of schools GEO mapped with their

patented software (306 schools)

Partnering with various institutions to

launch their pilot program

Cellphone pinning technology provided for

iPhone as well as Android systems

Real time reports.

Strong position in market with their GEO

technology

Weaknesses (Internal)

Unestablished credibility with universities

Behind schedule with website launch

Haven’t implemented SEO strategies

Missed initial launched dates

Limited availability of capital

Opportunities (Macro &Industry)

Performance base funding is being adopted

by more institutions

Historical and current growth in the

Educational support field will benefit Core

Principle

The Exam preparation industry shows an

increase growth of 2.2%

The increase in mobile devices for

educational purposes

Institutions increasing their performance

standards provides opportunity for Core

Principle products

Tuition increase serves as an driver for

parental purchase

Enrollment is expected to increase a total of

15% in the next 7 years

The increase of high school students will

create a wider pool of freshman college

students

Threats (Macro & Competitors)

Privacy issues with FERPA

Decrease in household income could hinder

the parent market

Online education is growing rapidly which

can change the traditional education methods

A large number of competitors with

established reputation

Life 360 provides a free mobile app with

tracking services.

Jolly Tech which provides similar

attendance taking service

Accuclass which provides RFID technology

to track attendance; or mobile aided

attendance taking

41

STRATEGY OVERVIEW

After reviewing the data and all the findings it has been shown that it would be beneficial for Core Principle

to go after three different narrowed segments in the industry. Core principle should focus on freshman

university students, helicopter parents and Division 1 athletic departments. Because of their strong position

with their GEO technology, it’s better if Core Principle target these customers, Core Principle has the

advantage of being a new company, where they can establish the specific message they wish to implement.

The goal for Core Principle should be to push their product units, an additional goal should be to establish

brand awareness and status. The more logical strategy for Core Principle to establish should be to an establish brand recognition and

product credibility by acquiring support from universities. Having their products in an established in a

university can provide the awareness to their company and their product. Being a new company Core

principle will have to provide an incentive to obtain universities support. Overall strategy should be

aggressive marketing to a narrowed market and a discounted price or free trials for certain established

universities. This strategy provides Core Principle with two advantages

1. Create brand recognition and credibility

2. Will create a wave effect if they establish their product with the right universities, and other

universities will want the Class 120 product

Logical strategy for Core Principle in regards to athletic departments would be to provide the professor app

to the institutions, the professor app would seem more suitable for this market because the athletic

department already has this system in place for their athletics it would just be an addition and provide the

needed technology to track all the athletes and provide real-time results of which students have missed what

percentage of classes. Alternatively you can also provide the athletes with the GEO app this would require

no assistance from faculty and would be wireless, this would work better with larger institutions where most

athletes have different majors. Reasons why to implement this strategy

1. GEO app will be more convenient to athletic departments

2. Professor app will integrate technology into attendance taking measures already being

implemented by athletic departments

A smaller focus should be placed on individual parents by providing internet marketing efforts, and

strategically focusing those parents that are heavily involved in the child’s education, these parents will

already be looking for methods to be involved in their child’s education when they begin college. An

internet marketing that’s tailored to the target market will be an additional tool that core Principle can use.

Reasons why establishing an internet marketing campaign and providing incentive for established

universities to use this product would include would be beneficial for Core Principle:

Core Principle has a limited number of personnel, the internet could facilitate marketing efforts

Limited resources and a target message will increase the likelihood of purchase & time restraint

Allow customable the message for the different markets

Establishing relationship with universities will bring more customers and brand awareness to Core

Principle

42

GOALS AND OBJECTIVES

For core principle to establish credibility and brand recognition in order to acquire sales they must have an

objective of selling over 800 units per university, distribute over 500 professor apps to athletic departments

and 300 individual unit to parents in a 6 month period. Yearly they should increase units sold by 30%

Through our secondary data we were able to show that this is a reachable goal especially with incoming

freshman and universities receiving pressure regarding their graduation rates. The high spending athletic

departments and the heavily involved parents

Table 1. Shows the forecasted sales figures according to the established goals (revenue will vary depending on version)

If every year Core Principle should increase units sold by 30% at the end of 3 years their

estimated total revenue would be of 1.5 million depending of what version of Class 120 is

sold

These goals are reachable for Core Principle athletic departments already take attendance for student

athletes and according to secondary data there is on average 800 students athletes in a university, Core

Principle would only facilitate the process of attendance taking. Data shows that the number of freshman

students is estimated at 3 million, these are enough number of customers to reach the goal of either selling

Class 120 GEO or the Professor App- however universities would be less inclined to take time out of a class

of 200 students to manually take attendance like you would with GEO app.

Optimistic goal will be of 1,600 GEO units sold in a 6 months period

Best estimate goal is estimated at 1,000 GEO units sold in a 6 month period

Pessimistic goal is at 800 GEO units sold in a six month period

OTHER GOALS & OBJECTIVES

Begin their organic search engine optimization

Establish relationship with university officials

Fully establish and become active in all form of Social Media including their blog

CLASS 120 GEO Year 1 units

sold

Year 2 units

sold

Year 3

units sold

2015 2016 2017

Parent 600 780 1,014 $129,000 $167,700 $218,010

Universities 1,600 2,080 2,704 $344,000 $447,200 $581,360

Athletic Departments 300 390 507 $64,500 $83,850 $109,005

PROFESSOR APP

Parents N/A N/A N/A N/A N/A N/A

Universities 800 1,040 1,352 $172,000 $223,600 $290,680

Athletic Departments 500 650 845 $107,000 $139,100 $180,830

43

TARGET MARKETS

Through my secondary research I concluded that Core Principle should heavily target three different

markets the performance based funding universities, division one athletic department and helicopter parents

and freshman parents only slightly. Reasons why Core Principle should target these markets

The return will be more significant from Universities and athletic departments

Sales from universities will establish credibility and word of mouth marketing to other institutions

More spending ability form institutions & athletic departments than individual parents

Universities will demand bulk units this provides a greater chance to achieve internal goal of

40,000 units

1. Universities

Universities are one of the profitable markets that Core Principle should focus on because they

can purchase units in bulk orders, and they will be more willing to invest in this type of

expenditure of they know that their retention efforts will translate to funding from the state.

Heavily target low freshman retaining universities in performance based funding states.

If Core principle focuses only on performance based funding universities with low

freshman retention rate it narrows the pool and will require a smaller budget. Below is

a small example of potential target segments

2. Athletic Departments (Division 1 Schools)

Atheletic departmenst are a second target market that should be focused by core principles my

researched showed that on average an athletic department spends millions for their athletic

departments, plus they already incorporate attendance taking measure to their programs, so this

is an added bonus for Core Principle all they would have to do is implement the technology to

facilitate this process that athletic departments already do

Heavy spending Division 1 athletic department are more likely to purchase Class 120.

According to the University of Arizona Department of Intercollegiate Athletic

handbook student absences policy, if a student has 4 unexcused absences they will be

suspended for 15% of the team’s competitions.(1)

Athletic departments will be swayed to acquire the Class 120 GEO for the team players

especially for star athletes.

State University University Type Freshman Retention rate

Florida Lynn University Private 62%

Barry University Private 64%

University of West Florida Public 74%

Mississippi Jackson State University Public 75%

Arizona Northern Arizona University Public 73%

44

3. Parent

Helicopter parents are a market that Core Principle should focus on, this should be a minor

focus for Core Principle right now because they will provide less revenue. Although it is

estimated that around 27% of parent income and savings account for paying for students

college cost, there would need to be a greater amount of units sold for parent to be equivalent to

the amount a sole university would purchase.

45

POSITIONING PLAN

UNIQUE SELLING POSITION

The most important feature that Core Principle has in their possession is their GEO mapping software, they

should be known for their GEO patented software which is their only one currently in the market and

cannot be copied. This feature is something that Core Principle should emphasize on with their marketing

strategies.

Core principle should be known for their creative style to attendance taking measure they should focus their

marketing on the simplicity and innovation that their GEO product provides. Not only that but their GEO

product doesn’t require any infrastructure change to the universities, provides motivational tools for

students and is a convenient and simple form of attendance taking, that will provide real results and

measure to athletic department or their advising centers.

SELLING PLAN

The selling plan that Core Principle will place will be different for different markets because providing a

generic message will take away from the benefit that Class 120 provides to each market. A tailored message

will work more for all customers because they will be more inclined to purchase the product. The

messaging the Class 120 will bring will be of something that assist you whether it be universities, athletic

departments , or parents. The customer has to feel that the Class 120 product will be the answer to one of

their problem, for each market below is the messaging that Class 120 will provide.

Universities

For universities Core Principle will sell a learning driving tool: meaning that Class 120 GEO

will provide results through their attendance taking methods schools will see more retention

and graduation results, plus it’s easy to use requires no infrastructure change and provides

motivational tools.

Athletic Departments

For athletic departments Core Principle will sell an time saving tool: meaning they will sell a

tool facilitate their attendance tracking methods that are already in place in many division 1

universities, leaving behind those outdated methods of taking attendance plus and its

technology provides real time results and dashboards for measures.

Parents

For parents Core Principle will sell a piece of mind tool: meaning that parents will feel at ease

knowing that the investment they have made in their child’s education will be fully met because

they are attending classes and passing and what’s more important they are learning.

46

MARKETING MIX KEY ELEMENTS

Product

Core principle has the advantage of two products to promote in attendance taking efforts patent

pending software of Class 120 GEO and their professor app product provides an easy method to

take attendance and provides real-time results.

Price

Class 120 GEO is priced at a competitive rate of $199.99 for the basic all the way through

$343.99 for the complete version. Their price applied for their innovative patent technology of

GEO mapping is sufficient enough to establish quality but not unreachable to customers.

Promotion

For a promotional strategy I suggest that Core Principle uses Internet marketing and personally

selling strategies, as well as social media and blog tools to bring brand awareness

Place

For Core Principle it would be more effective if they sold online, they should heavily

implement so SEO strategies or Google AdWords to their current website in order to increase

their online presence since it is the only place they will be present.

People

Core Principle is already surrounded by knowledgeable people who are passionate about the

work they do and the product they provide, Core Principle should highlight on that company

trait.

Marketing Mix

Product

•Class 120 Geo

•Proffesor App

Price

•$199.99

•$214.99

•$343.99

Place

•Online

Promotion

• Internet Marketing

•Personal Selling

People

•Staff Knowledagle in student success

47

TAG LINE

Universities

“Learn with 120”

Athletic Department

“Score with 120”

Parents

“Peace with 120”

48

PROMOTIONAL STRATEGY

Promotional Activities The promotional activities that Core Principle should engage in are heavy online presence, personal selling,

one partnering activity and heavy social media use. I think that if Core principle engages in these

communication mixes they will gain a lot of brand awareness not only that but they will get many customer

or people that just want to find out about their products . Below I prepared an estimated budget for the

marketing activities that Jeff should utilize:

Promotion Activity Capital Required (Yearly) Time Spent on Activity Google AdWords $250 Ongoing

Email Marketing (Mailchimp) 2,00 subscribers = Free 50,00 subscribers = $300

Ongoing

Facebook Advertising 3,000 Ongoing

Twitter Advertising Varies Ongoing

Twitter/Facebook Giveaway $800 Monthly

Linked In $130 Ongoing

Blog $150 Ongoing

YouTube Varies

Trade Shows $18,000. 2 a year

Web Seminar (Skype) Premium =$36 Ongoing Campus Partnering $2,000 2 a year

Digital Magazine $1,000 4 a year

Total Spending $27,000 (estimated)

Proposed Communication

Online

In order for Core Principle to establish brand awareness and increase their communication to

their target market to inform of all their product’s benefits they will need to engage in various

online marketing methods and branch out in as many platforms as possible

Internet

Google AdWords

Establishing Google AdWords will provide a paid method to reach across the

internet platform. A pay per click strategy should be implemented in order to stay

within the budget. Key words like; attendance tracking and college athletic

attendance should be among the primary key words that Core Principle will

implement in their Google AdWords campaign.

49

Email Marketing

Purchase an email list of parents of freshman students and this way email

marketing will be an easier way for Core Principle to keep customers up to date

with the new updates or other information, as well as attracting new parent to

purchase their product. Heavy emphasis should be place in the market of

universities and athletic departments for this

Social Media Campaign

Core principles should utilize social media tools heavily they should incorporate a

giveaway through their Facebook and Twitter platforms to engage all the parent

out there that could potentially be interested in their product. They should heavily

influence people to provide their email address and tweet that they have entered a

contest from Core Principle for example:

“I just entered to win a Class 120 Software app from @GetClass120!

#learnwith120 #giveaway You Could Win TOO! Class120.com/giveaway”

Facebook

Facebook is a tool that Core principle should heavily utilize when it comes

to marketing should sponsor their post and engage daily to keep constant

contact with customers. Facebook can serve as a tool where they display

their blog content as well as upcoming products and software updates.

Since they are a new company they should sponsor their posts.

Twitter

Twitter will serve to promote their blog updates and engage with customers

constantly. Core Principle should incorporate #Class120 to further increase

customer engagement.

Linked In

Core principle needs to establish a linked in account because this is the best

method to perform B2B connections. Core Principle will be able to connect

with other professionals in the education field which is extremely

important since my strategy calls for extreme focus on universities and

parents.

Google Plus

Google Plus might seem similar to Facebook but Google Plus is an

essential tool to have Google will more probably rank Class 120 higher.

Google is more likely to place importance to their social media platform

than Facebook. This is a strong driver as to why Class 120 needs to be

heavily involved with Google Plus, specially to promote their blog post.

blogger.png

50

Blog

The most important piece for their internet strategy has to be to incorporate

a blog. The blog is the most important tool if you try to connect with parent

not only that but content marketing is becoming a growing field. Core

principle needs to connect with Helicopter parents, mom blogs and college

blogs. If Core Principle can have one of these types of blogs comment on

their content of

Justification: Social media is a free method when you don’t sponsor and can help

companies build brand awareness; because Core Principle is a new company I

think that they should implement a lot of Social media campaigns.

Website

Core principle needs to finalize designs on their current website, and update some

designs to make it more user friendly. Currently Class 120 website lacks appeal it

incorporates too much text which doesn’t appeal to the eye. Another recommendation

that I’d encourage Core Principle to do is establish a weekly newsletter and have

people register on the website for either blog updates or product software updates and

more. Not only will this help with customer awareness this will also provide a greater

list for email marketing purposes.

Justification: A cleaner website can improve customer use as well as increase organic

search engine optimization with their high quality content, plus customers will enjoy

the fact that they can receive weekly updates.

Local Event Activities

Trade shows

Limited budget in Core Principle’s marketing requires a strategic plan of promotion

visiting educational trade shows can prove to be beneficial in establishing relationships

with potential universities and athletic departments, trade shows will bring awareness

to Core Principle’s product while also providing form for Jeff to network with potential

clients.

Justification: Trade shows act as a place where Core principle can display they

products and explain further details, provides communication and also allows Core

Principle to network with potential customers and see who their competitors are.+

51

Personal Selling Methods

Web seminars

Due to a limited budget Core Principle should stick to performing most of their

personal selling through web tools like Skype. This will still incorporate the customer

and they can get a sense of trust, and will save Core Principle money, because they

won’t have to travel to every single university. Traveling to universities should be left

to when both parties are ready to sign a contract.

Justification: Through web seminars Core Principle can personalize the marketing

efforts still provide feedback to the customer’s objections while still saving money,

they will be able to hear all the concerns and all the questions that they would in

person, and Jeff will be able to obtain their trust something that wouldn’t; be possible if

Jeff only performed sales calls

Partnering Activities

Campus partnering: Core Principle will need to partner with someone that is big yet

not too big because they will be overshadowed by the popularity of that company. I

think that they would benefit from partnering with companies that provide tools to

school like pencil or pens or note pads.

Justification: Partnering up with companies that provide educational supplies will not

contribute to competition, and Core Principle will not be overshadowed by the bigger

company.

Traditional Marketing

Digital Magazine

Core Principle should do something unique that can make them stand out which is why

I am proposing that they have a personalized web magazine and they should

incorporate news and other company products. Plus they can incorporate the latest

news in the educational field. Example Provided Below

http://flippingbook.com/presentation-examples/

Other Activities

Affiliate marketing through blogs

SEO activities

SEM activities

YouTube videos for engagement

http://flippingbook.com/presentation-examples/

52

OTHER ISSUES

As of now Core Principles has established a good position with their GEO mapping software. A few other

issues that Core principle will need to address in order to truly thrive as a business are:

Be in production of their product update

Address cons to battery issues towards the mobile devices

Release Class 120 updated version a year after Class 120 launch

Fix any technical bugs that Class 120 may have

Verify that Class 12 works properly in all forms of mobile platforms

Distributing of Class 120 should be expanded to the targeted markets

Increase their employee pool to meet demands

53

SUMMARY

Core principle has the product that can become extremely popular, they just need to implement tools that

can help them achieve higher sales by applying these tool I think that Core Principle will increase their sale

rapidly. In 3-5 years I think that Core Principles will establish over 40,000 users if they heavily apply they

strategies I provided above. My plan will contribute to Core Principle in three way

Establish Communication

Create Brand Awareness

Inform Customers of the Product

Because these are essential requirement to any successful company and Core Principle will be

implementing these items I think that they will become highly successful

54

WORKS CITED

(1) http://athletics.arizona.edu/cats/2011-12_StudentHandbook.pdf

INDUSTRY WORKS CITED

(1) "Educational Support Services in the US - Industry Market Research Report" by IBISWorld August 2007. (2007).

M2PressWIRE,

(2) http://sloanconsortium.org/news_press/january2013_new-study-over-67-million-students-learning-online

(3) Reilly, C. (2013, November 14). NSU weighs raising GPA admission requirement. Virginian-Pilot, The (Norfolk,

VA).

(4) http://abcnews.go.com/WNT/Technology/story?id=2641669embarrassing-academic-decline/

(5) http://www.usnews.com/education/online-education/articles/2011/11/11/study-online-education-continues-growth

(6) Bowman-Perrott, L., Davis, H., Vannest, K., Williams, L., Greenwood, C., & Parker, R. (2013). Academic

Benefits of Peer Tutoring: A Meta-Analytic Review of Single-Case Research. School Psychology Review, 42(1),

39-55.

(7) ( http://www.crla.net/ittpc/about_ittpc.htm

(8) http://www.tutor.com/higher-education/

(9) http://www.tutor.com/cmspublicfiles/WWW/HigherEdSellSheet.pdf

(10) http://www.forbes.com/sites/jamesmarshallcrotty/2012/10/30/global-private-tutoring-market-will-surpass-102-

billion-by-2018/

(11) http://theweek.com/article/index/220277/americas-tutor-boom-by-the-numbers

(12) http://www.strategyr.com/pressMCP-1597.asp

(13) Erwina, I. (2013, September). Mobile Apps. In mintel.com. Retrieved March 22, 2014, from

http://academic.mintel.com.ezproxy.library.unlv.edu/display/637755/

(14) http://blog.newrelic.com/2013/04/01/mobile-apps-industry-to-reach-record-revenue-in-2013/

(15) http://www.ntatutor.com/

(16) http://www.governing.com/topics/education/gov-performance-based-college-funding-coming-stateside.html

(17) http://www.ibisworld.com/industry/smartphone-app-developers.html

(18) U.S. News Syndicates Industry Report. (2010). M2PressWIRE,

(19) http://www.oracle.com/us/industries/education-and-research/overview/index.html

(20) Pearson plc SWOT Analysis. (2014). Pearson SWOT Analysis, 1-9.

(21) http://www.blackboard.com/Markets/Higher-Education-(1)/Overview.aspx

(22) Kaplan, I. c. (2). Fast Company Magazine Names Kaplan Among World’s 10 Most Innovative Education

Companies. Business Wire (English).

(23) Adams, C. (2011). Value of Test-Prep Courses for College Admission Unclear. Education Week, 30(22), 10-11.

(24) http://www.americanprogress.org/wp-content/uploads/issues/2012/08/pdf/performance_funding.pdf

(25) http://cpr.iub.edu/uploads/AIR%202009%20Impact%20of%20Helicopter%20Parents.pdf

(26) http://www.oracle.com/us/corporate/oracle-fact-sheet-079219.pdf

(27) https://nces.ed.gov/fastfacts/display.asp?id=46

(28) http://nces.ed.gov/fastfacts/display.asp?id=98

(29) https://www.khanacademy.org/coach-res/higher-ed/case-studies-higher-ed/a/using-khan-academy-in-higher-

education

(30) http://www.insidehighered.com/news/2011/12/07/khan-academy-ponders-what-it-can-teach-higher-education-

establishment

(31) (31) Exam Preparation & Tutoring Industry (NAICS 611691). (2013). United States Exam Preparation &

Tutoring Industry Capital & Expenses Report, 1-154.

(32) http://blog.vantagepath.com/blog/mobile-learning-stats-that-will-blow-your-mind-infographic

(33) http://www.foxbusiness.com/personal-finance/2013/01/28/higher-education-trends-to-watch-for-in-2013/

(34) http://www.theatlantic.com/education/archive/2013/12/5-higher-education-trends-for-2014/282702/

(35) http://pmark.pearsoncmg.com/templates/assets/pdf/MyLab-and-Mastering-10-Best-Practices-September-2013.pdf

(36)

http://sloanconsortium.org/news_press/january2013_new-study-over-67-million-students-learning-online

http://abcnews.go.com/WNT/Technology/story?id=2641669

http://www.usnews.com/education/online-education/articles/2011/11/11/study-online-education-continues-growth

http://www.crla.net/ittpc/about_ittpc.htm

http://www.tutor.com/higher-education/

http://www.tutor.com/cmspublicfiles/WWW/HigherEdSellSheet.pdf

http://www.forbes.com/sites/jamesmarshallcrotty/2012/10/30/global-private-tutoring-market-will-surpass-102-billion-by-2018/

http://www.forbes.com/sites/jamesmarshallcrotty/2012/10/30/global-private-tutoring-market-will-surpass-102-billion-by-2018/

http://theweek.com/article/index/220277/americas-tutor-boom-by-the-numbers

http://www.strategyr.com/pressMCP-1597.asp

http://academic.mintel.com.ezproxy.library.unlv.edu/display/637755/

http://blog.newrelic.com/2013/04/01/mobile-apps-industry-to-reach-record-revenue-in-2013/

http://www.ntatutor.com/

http://www.governing.com/topics/education/gov-performance-based-college-funding-coming-stateside.html

http://www.ibisworld.com/industry/smartphone-app-developers.html

http://www.oracle.com/us/industries/education-and-research/overview/index.html

http://www.blackboard.com/Markets/Higher-Education-(1)/Overview.aspx

http://www.americanprogress.org/wp-content/uploads/issues/2012/08/pdf/performance_funding.pdf

http://cpr.iub.edu/uploads/AIR%202009%20Impact%20of%20Helicopter%20Parents.pdf

http://www.oracle.com/us/corporate/oracle-fact-sheet-079219.pdf

https://nces.ed.gov/fastfacts/display.asp?id=46

http://nces.ed.gov/fastfacts/display.asp?id=98

https://www.khanacademy.org/coach-res/higher-ed/case-studies-higher-ed/a/using-khan-academy-in-higher-education

https://www.khanacademy.org/coach-res/higher-ed/case-studies-higher-ed/a/using-khan-academy-in-higher-education

http://www.insidehighered.com/news/2011/12/07/khan-academy-ponders-what-it-can-teach-higher-education-establishment

http://www.insidehighered.com/news/2011/12/07/khan-academy-ponders-what-it-can-teach-higher-education-establishment

http://blog.vantagepath.com/blog/mobile-learning-stats-that-will-blow-your-mind-infographic

http://www.foxbusiness.com/personal-finance/2013/01/28/higher-education-trends-to-watch-for-in-2013/

http://www.theatlantic.com/education/archive/2013/12/5-higher-education-trends-for-2014/282702/

http://pmark.pearsoncmg.com/templates/assets/pdf/MyLab-and-Mastering-10-Best-Practices-September-2013.pdf

55

INTERNAL ANALYSIS WORKS CITED

(1) http://www.census.gov/easystats

(2) http://www.statisticbrain.com/average-cost-of-college-tuition/

(3) http://class120.com/parents/

(4) StudentAid.com Names Jeff Whorley President to Expand Its Services for Colleges and Consumer .

(2009, November 13). In StudentAid.com. Retrieved March 11, 2014, from

http://www.studentaid.com/Resources/Downloads/Press/Whorley_named_president_SAcom.pdf

(5) http://www.linkedin.com/profile/view?id=11980587&authType=NAME_SEARCH&authToken=5tWB

&locale=en_US&srchid=1170124871394588267526&srchindex=1&srchtotal=221&trk=vsrp_people_r

es_name&trkInfo=VSRPsearchId%3A1170124871394588267526%2CVSRPtargetId%3A11980587%2

CVSRPcmpt%3Aprimary

(6) http://class120.com/home/

CUSTOMERANALYSIS WORKS CITED

(1) Snyder, T. D., Dillow, S. A., & National Center for Education Statistics, (. (ED). (2010). Digest of Education

Statistics, 2009. NCES 2010-013. National Center for Education Statistics

(2) http://www.insidehighered.com/news/2007/03/15/parents

(3) Aud, S., Wilkinson-Flicker, S., Kristapovich, P., Rathbun, A., Wang, X., Zhang, J., & National Center for

EducationStatistics, (. (2013). The Condition of Education 2013. NCES 2013-037. National Center For Education

Statistics,

(4) Aud, S., Wilkinson-Flicker, S., Kristapovich, P., Rathbun, A., Wang, X., Zhang, J., & National Center for

Education Statistics, (. (2013). The Condition of Education 2013. NCES 2013-037. National Center For

Education Statistics,

(5) https://nces.ed.gov/programs/coe/indicator_cha.asp

(6) http://trends.collegeboard.org/sites/default/files/analysis-brief-how-students-parents-pay-college.pdf

(7) http://en.wikipedia.org/wiki/List_of_NCAA_Division_I_institutions

(8) http://www.ncaa.com/news/ncaa/article/2011-11-02/ncaa-participation-rates-going

(9) http://www.usatoday.com/story/sports/ncaaf/2013/01/15/division-i-colleges-spend-more-on-athletes-than-

education/1837721/

(10) http://exactsports.com/blog/ncaa-and-naia-scholarships-know-the-difference/2011/02/05/

(11) http://nces.ed.gov/pubs2014/2014051.pdf

(12) http://www.raisingmaturekids.com/Helicopter_Parenting.pdf

(13) https://www.census.gov/compendia/statab/2012/tables/12s0286.pdf

(14) http://www.heri.ucla.edu/monographs/theamericanfreshman2012.pdf

(15) http://politic365.com/2013/01/24/college-dropout-rate-called-national-crisis-in-new-report/

(16) http://nces.ed.gov/fastfacts/display.asp?id=40

(17) http://www.slate.com/blogs/the_slatest/2013/02/27/college_completion_rates_54_percent_of_first_time_students_

graduate_within.html

(18) http://www.quickanded.com/2010/12/u-s-college-graduation-rate-stays-pretty-much-exactly-the-same.html

(19) http://nces.ed.gov/pubsearch/pubsinfo.asp?pubid=2014902

(20) http://www.act.org/research/policymakers/pdf/12retain_trends.pdf

(21) https://www.salliemae.com/assets/Core/how-America-pays/howamericapays2013.pdf

(22) http://nces.ed.gov/programs/digest/d12/tables/dt12_224.asp

(23) http://www.ncsl.org/research/education/performance-funding.aspx

(24) http://www.schoolchoices.org/colleges/

(25) http://ope.ed.gov/athletics/SelectDownloadOptions.aspx?73656172636843726974657269613d333533643237333

1323732363732363437343364333432663332333932663332333033313334323033313331336133353330336133

323331323035303464267264743d342f32392f323031342031313a35303a323120504d

(26) http://nces.ed.gov/programs/digest/d13/tables/dt13_303.10.asp

COMPETITOR ANALYSIS WORKS CITED

http://www.census.gov/easystats

http://www.statisticbrain.com/average-cost-of-college-tuition/

http://class120.com/parents/

http://www.studentaid.com/Resources/Downloads/Press/Whorley_named_president_SAcom.pdf

http://www.linkedin.com/profile/view?id=11980587&authType=NAME_SEARCH&authToken=5tWB&locale=en_US&srchid=1170124871394588267526&srchindex=1&srchtotal=221&trk=vsrp_people_res_name&trkInfo=VSRPsearchId%3A1170124871394588267526%2CVSRPtargetId%3A11980587%2CVSRPcmpt%3Aprimary




http://www.insidehighered.com/news/2007/03/15/parents

https://nces.ed.gov/programs/coe/indicator_cha.asp

http://trends.collegeboard.org/sites/default/files/analysis-brief-how-students-parents-pay-college.pdf

http://en.wikipedia.org/wiki/List_of_NCAA_Division_I_institutions

http://www.ncaa.com/news/ncaa/article/2011-11-02/ncaa-participation-rates-going

http://www.usatoday.com/story/sports/ncaaf/2013/01/15/division-i-colleges-spend-more-on-athletes-than-education/1837721/

http://www.usatoday.com/story/sports/ncaaf/2013/01/15/division-i-colleges-spend-more-on-athletes-than-education/1837721/

http://exactsports.com/blog/ncaa-and-naia-scholarships-know-the-difference/2011/02/05/

http://nces.ed.gov/pubs2014/2014051.pdf

http://www.raisingmaturekids.com/Helicopter_Parenting.pdf

https://www.census.gov/compendia/statab/2012/tables/12s0286.pdf

http://www.heri.ucla.edu/monographs/theamericanfreshman2012.pdf

http://politic365.com/2013/01/24/college-dropout-rate-called-national-crisis-in-new-report/

http://nces.ed.gov/fastfacts/display.asp?id=40

http://www.slate.com/blogs/the_slatest/2013/02/27/college_completion_rates_54_percent_of_first_time_students_graduate_within.html

http://www.slate.com/blogs/the_slatest/2013/02/27/college_completion_rates_54_percent_of_first_time_students_graduate_within.html

http://www.quickanded.com/2010/12/u-s-college-graduation-rate-stays-pretty-much-exactly-the-same.html

http://nces.ed.gov/pubsearch/pubsinfo.asp?pubid=2014902

http://www.act.org/research/policymakers/pdf/12retain_trends.pdf

https://www.salliemae.com/assets/Core/how-America-pays/howamericapays2013.pdf

http://nces.ed.gov/programs/digest/d12/tables/dt12_224.asp

http://www.ncsl.org/research/education/performance-funding.aspx

http://www.schoolchoices.org/colleges/

http://ope.ed.gov/athletics/SelectDownloadOptions.aspx?73656172636843726974657269613d3335336432373331323732363732363437343364333432663332333932663332333033313334323033313331336133353330336133323331323035303464267264743d342f32392f323031342031313a35303a323120504d



http://nces.ed.gov/programs/digest/d13/tables/dt13_303.10.asp

56

(1)http://shop.sprint.com/mysprint/services_solutions/details.jsp?detId=sfl&catId=service_gps&atName=

GPS&detName=Sprint%20Family%20Locator

(3) http://www.engineerica.com/about

(4) http://www.scholarchip.com/collegesanduniversities/index.aspx

(5) http://www.engineerica.com/accuclass

(6) http://www.engineerica.com/accuclass/features

(7) http://www.scholarchip.com/collegecardbasedattendance.aspx

(8) http://www.i-attend.com/

(9) http://opentech-us.com/tracking-software/college-student-tracking-software-campus-track/

(10) http://opentech-us.com/tracking-systems/college-campus-tracking-system/

(11) http://opentech-us.com/tracking-software/college-student-tracking-software-campus-track/

(12) https://play.google.com/store/apps/details?id=com.fsp.android.c

(13)http://shop.sprint.com/mysprint/services_solutions/details.jsp?detId=sfl&catId=service_gps&catNam

e=GPS&detName=Sprint%20Family%20Locator

(14) https://www.life360.com/premium/

(15) http://www.scholarchip.com/history.aspx

(16) https://www.life360.com/tour/

MACRO WORKS CITED

(1) "Educational Support Services in the US - Industry Market Research Report"

by IBISWorld August 2007. (2007). M2PressWIRE,

(2) Hilsinger, C. (2013). Up, Up And Away: College Tuition Is On The Rise.

Forbes.Com, 57.

(3) http://www.sumsem.com/testing/2013_trends.pdf

(4) http://clients.thelawlorgroup.com/Lawlor_Trends_2014.pdf

(5) http://nces.ed.gov/programs/projections/projections2021/sec5a.asp

(6) http://nces.ed.gov/programs/projections/projections2021/sec5d.asp

(7) http://www.ncsl.org/research/education/performance-funding.aspx

(8) http://www.ed.gov/policy/gen/guid/fpco/ferpa/index.html

(9) http://nces.ed.gov/pubs2013/2013008.pdf

(10) http://www.statisticbrain.com/online-university-statistics/

(11) http://www.plazacollege.edu/blog/2012/10/first-generation-college-

students-and-beating-the-odds/

(12) http://education.cu-portland.edu/blog/reference-material/first-generation-

college-students-graduation-rates/

http://shop.sprint.com/mysprint/services_solutions/details.jsp?detId=sfl&catId=service_gps&atName=GPS&detName=Sprint%20Family%20Locator

http://shop.sprint.com/mysprint/services_solutions/details.jsp?detId=sfl&catId=service_gps&atName=GPS&detName=Sprint%20Family%20Locator

http://www.engineerica.com/about

http://www.scholarchip.com/collegesanduniversities/index.aspx

http://www.engineerica.com/accuclass

http://www.engineerica.com/accuclass/features

http://www.scholarchip.com/collegecardbasedattendance.aspx

http://www.i-attend.com/

http://opentech-us.com/tracking-software/college-student-tracking-software-campus-track/

http://opentech-us.com/tracking-systems/college-campus-tracking-system/

http://opentech-us.com/tracking-software/college-student-tracking-software-campus-track/

https://play.google.com/store/apps/details?id=com.fsp.android.c

http://shop.sprint.com/mysprint/services_solutions/details.jsp?detId=sfl&catId=service_gps&catName=GPS&detName=Sprint%20Family%20Locator

http://shop.sprint.com/mysprint/services_solutions/details.jsp?detId=sfl&catId=service_gps&catName=GPS&detName=Sprint%20Family%20Locator

https://www.life360.com/premium/

http://www.scholarchip.com/history.aspx

http://www.sumsem.com/testing/2013_trends.pdf

http://clients.thelawlorgroup.com/Lawlor_Trends_2014.pdf

http://nces.ed.gov/programs/projections/projections2021/sec5a.asp

http://nces.ed.gov/programs/projections/projections2021/sec5d.asp

http://www.ncsl.org/research/education/performance-funding.aspx

http://www.ed.gov/policy/gen/guid/fpco/ferpa/index.html

http://nces.ed.gov/pubs2013/2013008.pdf

http://www.statisticbrain.com/online-university-statistics/

http://www.plazacollege.edu/blog/2012/10/first-generation-college-students-and-beating-the-odds/

http://www.plazacollege.edu/blog/2012/10/first-generation-college-students-and-beating-the-odds/

57

APPENDIX

Tag Line Promotion

58

Digital Magazine Example

FINAL REPORT REVISED

Documents

Transcript of FINAL REPORT REVISED