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Fenjiajiao limited liability company business plan book


Elementary education college

First, market analysis

What is "family education"? As the name suggests, tutoring is a parent education. Further thinking, in most cases, parental education refers to the growth education of the older generation in the family, including study and education, thinking education, method education, moral education, behavior education and so on. It can be seen that tutoring is a systematic and systematic educational content. The system refers to parent-child education. In particular, it refers to the inseparable connection between learning counseling and education and other aspects of family education. At the same time, this kind of education is not a one-step process, and it is not a matter of quick success. Da.

At the same time, parental education relies solely on individuals in the family, and education sometimes seems so powerless. To do a good job in parenting requires a lot of cooperation, especially the mutual trust and harmonious cooperation between family and parent education institutions. Concentration reflects not only the fact that parental education must have a clear purpose and pertinence, but also reflects the concentrated efforts of parent-child education and family and parent education institutions.

From the perspective of the education market, education is an eternal market, a cake that never disappears. However, looking at Chongqing, the tutor market has not been formed for many years, there is no standard operation, no quality service, no brand education. Even though some individuals/entities pre-branded, their hearts could not be achieved. The reason is that we are not difficult to estimate the huge market demand in Chongqing, so is the model problem? Is it a promotion issue? Or what other important factors? ——Why are there so many tutors in Chongqing? What is the root cause of "small, scattered, chaotic"? The model of innovation is a problem. The standard and level of service is a problem. However, it is an essential issue to fail to fully and accurately grasp the needs and connotations of parent education. The problem of education is the problem of service. It is the problem of discovering and meeting the needs of parent education. Any high-skills will not be reached.



Second, the market environment overview

1. In terms of consumption needs, the city's education needs are large, and the demand also shows the characteristics of scattered and inconsistent.

2. In terms of market supply entities, almost all intermediaries and operating agencies have a "scatter, small, chaotic" characteristics. There are many institutions involved in tutoring services in the current tutor market, but the number of tutors that are legally operated by the Ministry of Industry and Commerce and registered with the business administration and the business licenses approved by the education department are very few. Most of the tutor service organizations have not been approved by the education administrative department, nor have they been registered by the administrative department of industry and commerce.

3. From a conceptual point of view, tutoring is a family-style education. In fact, a large number of tutoring classes and training classes in the society have “robbed” the market of tutoring to a certain extent, diverting a lot of customer resources.

4. At present, based on the current situation of market competition and the disorderly characteristics of scattered, small and chaotic competition, the tutor market has presented an obvious crisis of trust.

5. From the trend point of view, everyone is now aware of the limitations of traditional “intermediary” tutors and the trend of market segmentation, and they are also striving to develop their businesses horizontally. In addition, there has also been a “contractual tutor”, that is, parents who have an effect on family education pay. For example, the contractual agreement between the two parties, usually XX provides tutoring services at no charge; after the children's final exam results come out, than the last semester final exam scores in the class to improve a ranking, parents pay XX100 yuan. For example, according to the agreement with the parents, in a certain period of time, the child can read the English words through the phonetic symbols in a standard way, and the reward is 300 yuan, otherwise there will be no compensation. In addition, the child can be paid XX 3000 yuan through the next year's senior high school entrance examination.



Third, market consumption analysis

1. Market demand overview

1) The group base is huge: Chongqing is a municipality directly under the central government, and most families have a strong awareness and concept in their children's education. Moreover, due to the large population base, and the parental education is actually indispensable for every family, the number of target demand groups and potential development groups is huge. Obviously, this is a huge consumer group of parent education.

2) Expectation to determine the demand: At present, parents' expectations for giving children to education are getting higher and higher. In terms of investment, “for the sake of children, I can do whatever I want, how much suffering is worthwhile”, “The future of the child is our family’s The future of this kind of embarrassing desire to make the education industry different from other industries. Especially in recent years, with the improvement of people's living standards and social education level, the psychology of parental education has also increased. .

3) Because education is different from real products, the identification of education level is mostly based on people's perceptual cognition. People are cautious in the process of investment education. Especially in recent years, the influence of some black intermediaries on the market has negatively affected the understanding and demand of parents to a certain extent. The establishment of trust has become an important issue in the education industry.

2. Analysis of demand characteristics

1) Positive characteristics 1: integrity, reasonable price demand

Some of the deceptives of the propaganda of the intermediary, the three-two-two-two intermediaries or set up stalls or wearing a belt, distributed a variety of leaflets to attract customers. Some claims to work under the direct leadership of the "School League Committee", and some of the teachers promised to be "selected and recommended by the school students"; and the names of such companies are closely related to "Shan Shi" and "Shan Da" , making a fuss, the location also painstakingly related to some normal colleges. “A parent who had asked for a tutor said that in fact, we are very uneasy about the quality of tutoring. It is difficult to find a truly caring tutor. The tutoring that deals with things is not only a waste of time and money for us, but mainly Mistaken children."

2) Positive characteristics 2: Honesty, seriousness, being a teacher, stable, and able to become a child's example in all aspects. In the survey, we found that more parents are holding a positive attitude and wishing to ask their children for tutoring with hope. They have high requirements for all aspects of tutoring, and they can be described as "one hundred miles." For example, some parents want to ask the relevant professional college students for different subjects of their children; some parents pay great attention to the cultivation, temperament, character, knowledge, vision and communication ability of the family practitioners; some parents want to find life poorer. Students hope to establish a diligent and exemplary role for their children. In short, they hope that the tutors they are asking for are more excellent and can be a model for children in all aspects.


Sixth, the specific implementation plan

1. Form a high-level cooperation team

Openly recruiting work-study students with good professional ability, and building high-efficiency and high-level teams according to individual characteristics and company needs.

2. Keep the team's strength

Teachers with authoritative and corresponding work experience should be seated, and employees should be trained on relevant professional skills on a regular basis. Conduct exchange activities within the team to improve the cohesiveness and combat effectiveness of the entire team.

3. Do a good job of propaganda

Use a good new team to go deep into the market and do a good job in all aspects and perspectives. It is carried out through fixed-point publicity, flyer promotion, and sample survey. It is also possible to fight for the first shot in a highly competitive market through relevant promotional activities.

4. Establish a good corporate image

The company's service standards and corporate philosophy: creativity is like gold, dedication is like a cow, wisdom knows how to do it, and how to carry it.

5, the teacher evaluation system

For example, the instructor's integrity ranking, tutoring talent pool, etc., the company will follow up the faculty and adjust the integrity of the faculty according to the investigation report, so that parents can choose with confidence.

6, the teacher classification

In order to reflect the difference in teaching ability between teachers, but also to meet some parents

The needs of teachers and tuition fees, the Center has carried out a rigorous refinement of the tutors, divided into: ordinary tutors, excellent tutors, professional tutors, in-service teachers.

7, please tutoring process

Parents first register: contact information, student status, teaching location, hourly salary requirements, requirements for teachers, etc. According to the requirements of parents, our company will find suitable teachers as soon as possible, and inform the parents of the information of the teachers to seek their preliminary opinions. After initial approval, the faculty will be contacted directly. The specific issue is bilateral. If you are not satisfied, you can exchange teachers for free.



Seven, the charging standard

Tuition fee reference and explanation

Unit: yuan / hour

Chinese small
Foundation Course


Quality education course
Art course

Primary school 20-25
Junior high school 25-30
High school 30-50
Mind 25-50
Computer 25-45
Spoken English 25-50
Chess class 25-60
Sports 25-50
Beauty 35-75
Book 35-60
Vocal 50-80

Steel piano 50-80
Violin 50-80
Keyboard 50-80

Adult self-study
Professional foundation course
Professional Courses
Saxophone 60-90

Erhu 50-70

High 25-60
English 25-50
Computer 25-60
Advanced English 30-60
Small language 40-90
Finance 25-35
Advanced computer 30-70
Shengda PubMed 30-60
Guitar 40-60

Dance 40-80


Note: The monthly fee for hiring in-service teachers is 60%-150%. This form is for reference only. Please contact the parents directly to reach an agreement.

Counseling method: teacher-on-home counseling, learning efficiency is higher.

Quality of service: network system management, quality tracking services. If the parents are dissatisfied with the teacher provided, they can propose a replacement until they are satisfied, without any additional fees.

Service efficiency: If you call to register, the center will contact you within 24 hours.

Safety Assurance: In order to ensure quality and safety, the teachers sent by the Center hold a letter of introduction signed by the Center and their own student ID card and relevant documents.

Service charge:

Parents of the students: The center collects a teacher management fee of 50 yuan at a time, and hires an in-service teacher to charge a teacher management fee of 100 yuan. The payment method is brought back by the tutor.

Instructor and teacher: The flexibility of the teacher's agency fee is imposed. The management fee is usually 60-120 yuan for each successful management fee.



Eight, our goal:



1. Give your child a confidence and give the parents a guarantee

2. Scientific study, scientific counseling

3, course counseling, specialty training

4, to create a first-class tutor platform

5, full responsibility, preferred recommendation. We will give you the most satisfactory answer and the most dedicated service.

6, professional to provide one-on-one home tutor

7. Our direction is to become one of the best professional tutoring centers in Chongqing that have been reviewed by the education department and registered with the Municipal Administration for Industry and Commerce. It can be trusted by the parents with the obvious advantages of the teacher guidance, low fees and security. With a strong faculty, the faculty members have rich counseling experience and rigorous teaching attitude, so that the students can quickly improve their performance or increase their professional skills in a short period of time. Our targeted and quick-acting coaching results are consistently recognized and praised by the education sector and parents.



Reporter: College of Elementary Education, Chongqing Normal University

Li Xiaowei Luo Yi Luo Hong Huang Guisong Ren Chongke

Instructor: Zhu Yongbin
3) Negative characteristics one: choose tutoring with price, first impression or acquaintance introduction

The education of primary and secondary school students is related to the future of our entire society. Choosing good tutors for children can often open up children's horizons and improve their academic performance. But in fact, many parents do not know how to educate their children. They feel that it is better to ask a tutor to look at the children. However, when choosing tutors, parents often do not consider the quality of their tutors, their qualifications, teaching experience, teaching attitudes, teaching content, teaching plans, etc., but introduce them with price, first impression or acquaintances. To choose a tutor. There is no standard of standard in this choice. The tutors under this choice will inevitably have various problems.

4) Negative characteristics 2: Please tutor, the child is the center

Among the three teachers, parents and children, the children are the main subjects of tutoring, so their views and attitudes towards tutoring are very important. Through the side understanding, we noticed that some students have a kind of ideological feelings about asking tutors, and feel that this occupies less time for them to play, so it is very uncooperative, and the effect is naturally unsatisfactory; It reflects that "he is very high, but I can't listen." In the process of finding a tutor, a student who has been a tutor for several years said: “In fact, parents want to find a good tutor, but for children, the key is that they are willing to accept the most suitable. After all, the child is the center."

5) Negative characteristics 3: Replace your child's likes and dislikes with your own likes and dislikes, and strengthen your own awareness of your child's needs.

Mother is the child's first teacher. However, in the survey, we found that the quality and psychological quality of contemporary mothers are not optimistic. And this worrying situation, many of us can be found in daily life. For example, if you don’t respect your child’s independent personality, you can say that you are jealous; use your own likes and dislikes to be strong and evil for your child; be strong in the face of your child, behave in a bad way, follow the “no parents”, and so on. An individual object. Such parents who lack democratic quality and scientific quality can neither communicate with their children on the same level of mind, nor can they talk about respecting the independent creation of children. In this way, the child or self-esteem is self-reliant, self-improvement and self-reliance; or aversion to parents, running away from home or even self-destruction. Therefore, in the process of home education, for parents, the improvement of the quality of democracy and science education still needs to be worked hard.



Fourth, market competition analysis

1. Competition object differentiation

In the course of the investigation, through field visits, inquiries, online enquiries and 114 enquiries, we classify the current tutor types as follows:

1) University work-study scholars: generally belong to the management of the school league committee, mainly to introduce the tutoring business to students who need to work and study, in principle, non-profit.

2) Family education company tutor: mainly based on domestic products, with family tutoring, obviously belongs to the over-range operation.

3) Education company tutor: This part of the company mainly consists of the business scope of education “information consultation”. In fact, the intermediary service of tutoring is obviously also an out-of-scope operation.

4) Online tutoring: It is mainly based on the Internet for the promotion, promotion and business of the tutor. Most of these tutors are not approved.

5) Illegal tutors: mainly those illegal tutors who do not have formal registration, have no fixed place of business, and do not have a tutor management system.

Note: At present, the tutoring structure of the tutor still presents a telephone, a computer, 1-2 people, 1-3 tables and chairs, and a narrow and remote location. In addition, although social tutoring classes and training courses are not part of the family education, they largely divide the resources of the tutor market.

2. Competitive market characteristics

1) The family education staff is mainly composed of Chinese small teachers and college students. They often only have short-term tutoring, and there is no long-term and complete teaching plan, and there is no basic overall arrangement.

2) The content of teaching is also varied, some lecture texts, some layout exercises, and some simply look at students to do homework, provide them with "consultation."

3) The quality of tutors is uneven, some attitudes are not correct, and always make money in the first place. In a conversation with a college student who is engaged in tutoring, he does tutoring. "It is completely work-study, that is, you want to earn some money."

4) The quality of tutoring is also greatly reduced. One classmate passed the agency for two weeks and two tutors. He said that there are many things in the school now. There are other things on the weekend. It is difficult to take time to prepare lessons. As for teaching students in accordance with their aptitude, it is difficult to talk about. After searching for tutor information on the Internet, after calling a parent in the urban area as a mountain student, she said that "there was a change of two in half a year. The money was spent, and the teacher who went to the lanterns delayed the school." ”

5) In addition to this

In addition, some tutors also have compulsive behaviors and unreasonable charges: if some teachers often "introduc" several students in the class to make up classes with another teacher they know, they dare not go. “Some teachers make more than 20 students go to their homes every day during the holidays.” .



V. Analysis of the situation of the instructors

1. Instructor classification: in-school college faculty, non-service teachers, and in-service teachers

2. Market supply characteristics:

1) Student instructor starting point

Enhance social experience and exercise self-reliance;

Work-study to reduce the burden on the family;

Look for income, improve and meet self-consumption needs.

2) Teacher starting point

Open up family income sources and reduce the burden of family expenses; this is the main reason why many young teachers work part-time.

Use weekends and summer time to increase family income, improve and improve life.

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