Part 1. INTRODUCTION

A. Executive Summary

Watch & Learn is an EduTainment hub that will provide a place for studying and leisure for its target market. This is a type of service where “education meets entertainment.” It is a place where all students can do all their schoolwork and a place for all the UPLB residents who need to do their work outside their offices and homes. It will offer unlimited and fast internet connection for all your research and other requirements.

Aside from providing its target market their need for a learning place, this hub will

also give its customers their wants. There will be movie rooms for groups of people who wish to not just learn but also to watch their favorite movies together. The hub will provide different packages that customers can avail. This hub will be a comfortable and conducive place for both learning and fun either alone or with friends and colleagues.

The target market of this service will be the UPLB community in general. To be

specific, the target markets will be the both college and high school students, faculty and staff, formal and informal workers residing near or around the vicinity. Their age range would be from 15 and above since most of them might be staying in dormitories and/or apartments with no internet connection. These people may also want to watch movies together with their groups and want to have a place that can accommodate all of them.

There are two real and direct competitors of this hub in Los Baños—Scholarium

and Proximity. Scholarium is the pioneer of study hubs near UPLB with internet connection and space for individual and group studies and meetings. Scholarium is quite far from the campus while on the other hand; Proximity which offers almost the same service is nearer. Proximity also provides internet connection and rooms for meetings and studying but the place is quite small compared to Scholarium and the surrounding environment might not be conducive for learning since it’s near LB Square and other party houses in LB.

We have also identified some indirect competitors of this education-

entertainment hub that the target markets opt to select. Most of which are coffee and tea shops that offers internet connection such as Boston Coffee Shop, Café Ella, Tea to Jeri’s, Bon Appetea, and Lola Js.

This hub will provide a service for customers’ education and entertainment needs

and wants. Watch & Learn can be a place for studying and learning, work and meetings, and also a spot for groups who want to enjoy watching movies together. There is a high demand for a place that will offer fast internet connection, longer hours of stay, comfortable and clean space for both studying and movie watching, and food and drinks. But since this hub is for both learning and entertainment, it might be a venue for distractions among students. Physical office and function rooms including projector/TV will be expensive but as mentioned earlier, the hub will give different packages to cater customers’ needs and wants.

B. Mission Statement

EduTainment Hub aims to aims to offer the UPLB community a comfortable and conducive spot for both learning and fun either alone or in groups anytime they want.

C. Sales Objectives

This service should be able to: 1. earn at least 30,000 in the first quarter of the store operation; 2. get at least 30% of the market share of the UPLB study hub market in one

year; 3. put up at least another branch of Watch & Learn edutainment hub in other

areas near other universities and campuses.

Part 2 A. EXTERNAL ENVIRONMENT ANALYSIS

1. Market Overview

a. Size EduTainment will focus its marketing strategies among University and high

school students, faculty, and the formal and informal workers residing around or near UPLB. A roughly 9300 undergraduate students and 1000 graduate students were recorded according to the last year’s enrolment in the university. According to the UPLB website, it listed around 28 officials with a rough estimate of 250 faculties from the 11 colleges including the graduate school. Also, UPLB admits more than 2,500 students and produces about 1,800 graduates every year. For the primary and secondary schools, four schools namely the UP Rural High School , Christian School International, Maquiling School Inc., and Los Baños National High School were located around the target area with their students often avail services of establishments along Lopez Avenue. A rough estimate of the total population of the four schools is around 2000. A rough estimate of 500 represents the formal and informal workers who would avail the service.

79%

2% 15%

4%

Estimated Possible Customers

UPLB students

UPLB faculty

Other schools

Workers

b. Growth Coffee shops and tea shops along the Lopez Avenue became a normal venue for

students to study or kill time. There are already study hubs near the University like Proximity and Scholarium, however, there is an increasing demand for other study hubs and cozy places to stay as more and more students avail these services as observed in the university at night.

c. Structure

The current market structure follows an oligopolistic market wherein the industry

is dominated by a small number of sellers (oligopolists). These include the Proximity, Scholarium, Boston, Teato Jeri’s, Bon Appetti, and Café Ella which often serve as study hubs of students. While there are a couple of businesses already serving the students, their hubs are often crowded, thus, there is a need for another option for students to take as the demand is high and above the capacity of the these businesses to cover.

2. Trends

a. Demographic

Population and households: 101,884 Age: well-distributed

Education levels: The location of the EduTainment hub has nearby schools for elementary, high school, and college students. This will allow greater opportunity to attract sophisticated students on all level to avail the services offered.

Occupational concentrations- Most are professional and belong to working class Income class: 1st class

Major economic activity: Commercial and Service Centers Location: It is bordered on the south and southwest by Mount Makiling, on the north by Laguna de Bay, on the northwest by Calamba City and on the east by the town of Bay.

Map of nearby establishments along Lopez Avenue

b. Economic

The economy of the area around the University is stable and strong as more and more shops and stores open to serve a huge market. Three big stores-Robinson, Cenntro, and Olivarez, are located near the University offering services and products to the LB community.

c. Cultural

The University students has a culture to study in a cozy environment

often outside their dormitories/apartments. It is observable at night, especially during exam weeks, that students flock coffee and tea shops to spend the night studying or doing projects.

d. Technological

Aside from the University, other research establishments are housed in Los Banos such as the International Rice Research Institute, the ASEAN Center for Biodiversity, the Philippine Rice Research Institute, and SEAMEO-SEARCA. Regarded as "Special Science and Nature City of the Philippines" through Presidential Proclamation No. 349, Los Banos has been a home for a lot of researchers, experts, and scientists.

3. Competitor Analysis

a. Strengths and Weaknesses

The team identified two real and direct competitors for our proposed project. These two are Scholarium and Proximity. The team also identified their strengths and weakness that can affect in establishing the educational-entertainment hub.

Competitors Strengths Weaknesses

Scholarium Pioneered in the creation of a study hub where students can have a

Relatively spacious with its capacity to hold about 50 persons.

Established connection with students and faculty members

Can be transformed as function room.

The location is a disadvantage since it’s quite far from the campus.

Offers two high-speed internet connection spot

Has a meeting room with accompanying whiteboard for small groups

Can offer a projector and a white screen.

Proximity Relatively near the campus.

Established partnership with different organizations from the university.

Divided into three sections. A studying area, a meeting area and the second floor which also serves as a meeting room.

High-speed internet connection

Open 24 hours to cater to students.

The place is quite small. It can only cater to a small group of people.

Surround environment is a problem since it’s near the LB square which causes the noise from outside to penetrate inside the establishment.

No white screen and projector offered

The team also identified some indirect competitors that may affect the education-entertainment hub. Most of these competitors are coffee shops that target markets may also opt to select. Such establishments are Boston Coffee Shop, Café Ella, Tea to Jeri’s and Lola Js.

c. Position

Position Mapping of the establishments

HIGH SERVICE DELIVERY

HIGH PRICE

LOW PRICE

LOW SERVICE QUALITY

4. Buyer Behavior and Segmentation.

The buyer profile is presented in the table below

Segment Name

Who What When Where Why How

Non-Working

Students around and from the UPLB campus.

Students would normally study alone or in groups during peak

They would often study during the midterm

They would choose places that are spaciou

The dormitory atmosphere can sometimes induce

During midterms or finals season,

months. Such months would be midterm and finals season.

Students would play during regular days.

and finals season.

They also have regular student organization meetings at the start or the end of the semester.

Students would play during their free time.

s and quiet.

They would also opt for places that they can rent for exclusive and private sessions.

They would go to places that they can play or watch a movie.

procrastination. Because of this, students would go to a place with an atmosphere that can help them concentrate and peacefully review with their lessons.

Student organizations rent a place which they can carry out organization matters or special occasions.

Students would go the place in which they can play and bond with their cliques.

student would go to place in which they can study in peace.

During special student organization matters, they would find and rent a place to carry out their activities.

During free time, students would go to their place to play and relax.

Working UPLB faculty and staff and/ or Employees of nearby agencies and institutions.

Employees may not actively seek the place since they may already have meeting rooms in their offices. However, the venue can still

They would go to a place in which they can have their meetings or “kapehan” or

They would carry it in a spacious place large enough to cater their

This may serve as extension of their meetings when office hours are not sufficient to carry such.

Employees opt to carry out their sessions outside their offices during

serve as a place for their meetings or business sessions whenever there’s a need to carry matters outside the university.

knowledge sharing sessions.

group.

times that are needed to do so such as special activities or planning sessions.

B. INTERNAL ENVIRONMENT ANALYSIS

EduTainment Hub is a study place where students will have fast internet connection for research and other academic requirements. But aside from the usual quiet, conducive place for learning, the hub can also provide entertainment needs, specifically movie watching. Foods are also available upon request of the customers. A different space will be provided for customers who want to study alone. And a different private place for those who want to study or watch a movie together. Porter’s Five-Forces Analysis:

A. Buyers

There are only two minor players of study hubs that are located near UPLB campus (Proximity and Scholarium). However, there are other places that can are also suitable for learning because of their good wi-fi connection like Boston Café, Moonleaf, Tea to Jeri’s, Bon Appetea. With this, it can be concluded that UPLB students like to study at places where there is good internet connection and offers food.

B. Suppliers

In terms of suppliers, most study hubs get internet service connection from Smart or PLDT.

C. Barriers to entrants

Barrier to entry to this kind of business is relatively low because there is no need

for franchising. One can just simply put up their study hub using a capital that they can raise on their own.

D. Substitutes

There are a few alternatives for study hubs like coffee shops, computer shops, tea shops, or a few 24-hour open fast food chains.

E. Competition

Cafes dominate the market in learning places. But the trend nowadays is directed towards studying in study hubs. In line with this, more and more study hubs are being built.

C. Review of Current Strategy

Current Strategy

Product EduTainment Hub will offer fast internet connection at relatively low price. There will also be movies available and a place where an individual or a group can watch in private place. Foods can also be served per order of the customers.

Price The Hub will offer a relatively lower price compared to computer shops and cafes. It will also be more comfortable compared to other places, which makes it more conducive for learning and having fun.

Place The Hub will be located in just around the campus which will make it more accessible for students even late at night.

Promotion Flyers and print ads will be posted and distributed around the area. Word of mouth and referrals are also useful forms of promotion. Special rates are given for private and reserved meetings.

Physical Evidence There are print ads and flyers which will be distributed around the area. it will also have an online page (e.g. social media accounts) for additional publicity.

People There will be about 2-3 staff in these hubs. Their main role is to monitor the time of each customer and to ensure order. They are also tasked to assist customers for inquiries and other forms of help.

Process Customers could just walk-in and reserve before-hand if ever group or private meetings are to be held.

D. SWOT Analysis

Strengths -combination of education and entertainment

-offers a place where students can study, do research, and other academic stuff -offers a place where students and other people have fun like watching movies -can accommodate group of people who wants to watch movies together Weaknesses

-might be a venue for more distractions in studying -physical office is costly (including equipments and other materials) -promotions might be expensive

Opportunities

-students who are now interested in studying somewhere else (aside from their dorms) -promotion through word-of-mouth and referrals

Threats -existence of other alternatives like coffee shops, computer shops, gaming hub, etc.

PART 3. MARKETING PLAN A. Marketing objectives

1. To be able to create awareness that a new EduTainment Hub is existing. 2. To be able to create an environment that is conducive for learning and at the same time a good place for entertainment and bonding. 3. To be able to accommodate at least 15 individuals per day. 4. To be able to accommodate at least 5 groups of people per week. B. Target Market

The target market of this EduTainment Hub is college students, specifically UPLB college students. Their ages range from 15 to 23 years old. Most of them do not have internet connections at their dormitories and/or apartments. For groups of people who want to watch movies, they are mostly group of friends who do not have a place that can accommodate all of them while watching a movie.

C. Positioning

High Price

Low Quality High Quality

Legend:

Scholarium

Proximity

EduTainment Low Price

Scholarium and Proximity offer high quality of service in a low price. Both study hubs have fast internet connection even when there are a number of customers connected. As for the EduTainment, there will be a little added price since there is an additional feature of reserved rooms and the availability of movies that can be watched by groups.

Figure 1 shows the current position of the two other study hubs in UPLB plus the project proposal of Edutainment. It can be seen in the figure that Scholarium offers higher quality of service compared to Proximity. This is because of the place where the two study hubs are located. Moreover, EduTainment will offer higher quality of service because it will also offer a place for movie watching.

For the price, Proximity is relatively higher than Scholarium (65/5 hours and 50/5 hours, respectively). The EduTainment, however, will offer its service for a little higher price because of the presence of the movie watching feature.

D. STRATEGIES

a. Product

EduTainment is expected to provide offerings that are in line with the vision and mission of the company (see Physical Evidence). Foods and beverages would also be served.

b. Place The study hub is expected to be located within the vicinity of a university. c. Price

The pricing strategy that will be employed would be going rate pricing (i.e. Prices are to be set in comparison with competitors’ products, either by charging the same, more, or less than the major competitions). As a company in the introduction stage, it would be positioned as a business that would offer more services, aiming to either satisfy or delight the customers. At the same time, the customers would avail such services in a competitive price (i.e. same, more, or less than the major competitions).

d. Promotion

The group will use the combination of the promotional strategies. But since the service business aims to position itself as capable in competing with other study hubs, there would be more focus on advertising, and publicities and public relations. In terms of creating awareness, the group should use cheap yet creative advertising strategies. The group could take advantage of social networking sites and other materials like posters and flyers. To further promote the image of the service business, the group should use publicities and public relations.

e. Physical Evidence

To make the experience of combining “education with entertainment” tangible, physical evidences are needed. Chairs and tables should be present. To further add to the “stiff-yet-cozy” atmosphere, the room must be air-conditioned. The whole place should have wireless fidelity (wifi) connection. On the entertainment room, books with varying genres should be displayed in a mini library. Films ranging from the old to new should also be displayed. Television set should also be present. Foods and beverages would also be served.

f. Process Management

The target audience is expected to be informed regarding the service to be provided by the EduTainment via promotional materials or word-of-mouth. Upon creating awareness, customers could avail various services and bundle packages (combination of education and entertainment package, etc.). Upon entrance, customers would be provided with stubs. These would serve as proof in claiming certain packages.

g. People

Less people would be needed in this kind of business. One to two persons could be assigned as the one asking the packages to be availed by the customers. One to two persons could be assigned for serving the food and beverages. In general, two to four persons could be present to the education room.

In the entertainment room, one to two persons could be assigned as assistance

in movie-viewing or in looking for books to read.

Table 1. Proposed Marketing Mix

Short Term Medium Term Long Term

Product/Offering

(See Physical Evidence) Complement physical evidences/ vision and mission of the service business

More additions Wider variety of products, catering to other market segments

Price (use going rate pricing)

Set the price according to the price of major competition

Maintain/ Change, depending on the going rate pricing

Maintain/ Change, depending on the going rate pricing

Place

(within the vicinity of a university) Within the vicinity of university

Penetrate other places like high school, industrial places, etc.

Expand to other locations

Promotion

(advertising, and publicities and public relations)

Employ aggressive promotional strategies

Promote in more areas

Try investing to other promotional media with a wider reach

Physical Evidence (Provide equipment and furniture for a study hub (e.g. chairs, tables, wifi connection, etc.). books, films, trough pillows, carpets, etc. should be present in the entertainment room. Food and beverages should also be served.)

Provide equipment, furniture, and other accessories in line with the mission and vision of the service business

Acquire new equipment depending on the changing consumers’ preferences

Adapt to changes in product positioning and additional processes

Process Management Provide equipment, furniture, and other accessories in line with the mission and vision of the

Improve service delivery by acquiring relevant physical evidence

Update equipment to further enhance the service delivery

service business

People

(Two to four persons assigned to the education room. One to two persons assigned to the entertainment room.)

Maintain Maintain Additional Personnel due to store expansion

E. Action Plans Table 2. Action plans of the EduTainment study hub

Task/Activity Coordinator Duration Budget

Construction of study hub

Store manager and construction firm

2 to 3 weeks ~Php 100,000

+ Acquisition of furniture and equipment needed (either purchased or borrowed) + Films and books (borrowed, as much as possible, to lessen the expected costs)

Store manager (see Table 3)

2 weeks (overlap with the construction of the study hub)

~Php 100,000

Hiring of employees Store manager 2 weeks (overlap with the construction of the study hub)

N/A

Promotional strategies (i.e.

information dissemination

regarding the opening of the study hub)

Store manager, marketing manager

and staff

2 to 3 weeks (overlap with the hiring of employees)

~Php 10,000

Acquisition of food and beverages

Store manager and staff

1 week ~Php 20,000

Preparation for grand opening

Store manager, marketing manager

and staff

2 weeks (Overlap with the execution of promotional strategies)

~Php 15,000

Grand opening and launching of

EduTainment

Store manager, marketing manager,

and staff

1 day ~Php 10,000

Start of regular operations

Store manager and staff

-- ~Php 5,000

Regular store checking and

inventory

Store manager monthly ~Php 5,000

Table 3. Estimated cost of furniture and equipment needed

Equipment/Furniture Sample Specifications Estimated Cost

LCD projector 2600 Lumens 19 Languages XGA (1024 x 768) Geared Towards Education

Market 500:1 Contrast Ratio Worldwide Compatibility 1W Speaker Output 6000 Hours Lamp Life In Eco-

Mode PC Monitor Output Stereo Mini B&H # ELCRP261 Mfr # 1913

~Php 30,000

Table Office type (could be either second hand or brand new)

~Php 5,000 up

Chair Office type (could be either second hand or brand new)

~Php 5,000 up

Wireless Fidelity (complete set) RT-AC66U Dual-Band Wireless AC 1750 Gigabit Router

5th-Generation 802.11ac Chipset

Dual-Band 2.4GHz / 5.0GHz Frequencies

RJ-45 Ethernet Speeds Up to 1.75 Gbps

Four 10/100/1000 BaseT Ethernet Ports

Three Adjustable Antennas for More Range

File, Printer & 3G Sharing via USB Ports

With ASUS AiCloud, AiRadar, & ASUSWRT

Perfect for Streaming HD Media & Games

~Php 10,000

Carpet -- ~Php 5,000

Pillows -- ~Php 5,000

Extension cord -- ~Php 5,000

Air Conditioner unit 12000 BTU Ductless Mini Split Air Conditioner Heat Pump 1 Ton 12,000 25ft kit

~Php 30,000

Figure 1. Floor Plan of the EduTainment

Legend:

1 = Entrance 2 = Information Desk 3 = Counter/Cashier 4 =Chairs 5 = Mini table 6 = LCD projector 7 = Mini library 8 = Films 9 and 10 = Entrance of entertainment room = chairs = tables = tables

F. Monitoring and Control

Monitoring tools would be available to constantly monitor and control the study hub’s operation. Feedback forms would be given to every customer upon entrance to the hub, to be passed either during their stay, or before going out of the hub. Aside from being a direct marketing strategy, Fan Page/Like Page in Facebook could be an avenue for customers to address their concerns regarding their EduTainment experience. Survey forms could be available, both in the study hub, or posted in the Facebook page of the company. There would also be mini Grafiti walls for customers to post their random thoughts and/or their study hub experience. These monitoring and controlling mechanisms would enable the company to know some occurring problems, if there are, and solve them properly and immediately.

A manager would be assigned to monitor and control the operation process. Monthly meetings will be held to update the status of the business. There must be a weekly scanning of both the internal and external environment. Equipment and furniture should also be checked. By the end of every meeting and/or scanning, managers should submit a status report.

Age: _______ Gender: _______

1. How many times have you been here? a. 1-3 b. 4-7 c. 8-10 d. More than 10

2. Which room did you used?

a. Study room b. Movie room

Answer question 3 and 4 if you used study room; otherwise, answer 5 and 6 if you used movie room by rating it from 1-10. 10 as the highest.

3. How did you find the study room? 1 2 3 4 5 6 7 8 9 10

4. Was the environment including chair and desk in the study room appropriate for you? 1 2 3 4 5 6 7 8 9 10

5. How did you find the movie room? 1 2 3 4 5 6 7 8 9 10

6. Was the environment including the television/projector in the movie room appropriate for you? 1 2 3 4 5 6 7 8 9 10

7. Are you satisfied with the place?

1 2 3 4 5 6 7 8 9 10

8. Are the workers accommodating? 1 2 3 4 5 6 7 8 9 10

9. Are you willing to visit again? a. Yes b. No

Other comments and suggestions: