Marketing Strategy

EduLearn Marketing Strategy 1
EduLearn Publishing Company:
Marketing Strategy Plan
Mikenna Kossow
William Jessup University

Table of Contents
I. Executive Summary…………………………………………………………………….3
II. Company and Product Overview……………………………………………………….4
III. Situational Analysis…………………………………………………………………….4
a. Environmental Scan…………………………………………………………….4
1. College Data………………………………………………………….5
2. Student Enrollment…………………………………………………..5
b. SWOT Analysis………………………………………………………………..6
IV. Customer Analysis…………………………………………………………………….6
a. Segmentation…………………………………………………………………..6
b. Targeting………………………………………………………………………7
c. Positioning…………………………………………………………………….7
V. Marketing Mix Strategy………………………………………………………………8
a. Product………………………………………………………………………..8
b. Price......………………………………………………………………………9
c. Place......………………………………………………………………………9
d. Promotion......…………………………………………………………………9
VI. Financial Projections......……………………………………………………………...9
VII. Implementation Plan.....………………………………………………………………10
a. Organizational Structure……………………………………………………...10
b. Risk Assessment and Marketing Concerns…………………………………...11
c. Social Responsibility and Ethical Issues……………………………………...11
d. Implementation and Goals…………………………………………………….11
VIII. Appendix A: Market Research References……………………………………………12

I. Executive Summary
Introduction. EduLearn Publishing Company is a start-up educational, textbook company located
in Seattle, Washington. EduLearn expects to create a regular customer base with its innovative form of
textbooks. EduLearn hopes to build a strong position in the textbook industry, due to the organizational
course plans provided in each book. EduLearn aims to be affordable, yet qualitative to meet the demands
of all levels of knowledge.
The Company. EduLearn is incorporated. The CEO of the company has much experience in
educational research and managing companies. The CMO has worked for other publishing companies and
therefore,knows how to market to institutions. All other staff, although very important to EduLearn, have
been hired because they are top-notch in their field. All the staff have been in similar positions before.
However,some are new to the industry of textbook publishing and EduLearn has provided extensive
training in this area to those staff.
Products. EduLearn has textbooks in most subjects. The books are high quality and printed with
eco-friendly materials. EduLearn textbooks provide and in depth course plan for professors; it is the hope
of EduLearn to take some work of professor’s hands so they have more time to focus on students and
other areas of their job and life. The textbooks will be lower-priced compared to other publishing
companies; this is so not only can students afford the books but institutions will save money as well.
The Market Analysis. The textbook industry is growing and has more and more modes of
learning; online texts, digital texts, and more. The competition is high, however, EduLearn wants to
establish an on-going client base. Marketing will be focused on four-year college institutions, preferably
small or medium-sized. This will be the primary target market. The students do not get to choose the
books so colleges needs to be pursued first.
Conclusion. EduLearn has taken out some loans however by the third year of business, it hopes
to be completely sustainable on its own. This is when we expect to have the loans paid off. The company
also expects to be selling more than 2,500 books in year three. There are many concerns about textbooks;

price, plagiarism, and time it takes to produce. However,it is our goal to provide, quality books that are
affordable, ethical, and different from other text materials.
II. Company and Product Overview
EduLearn Publishing Company was started by Mikenna Kossow and a team of people who care
about education. EduLearn seeks to provide a complete guide in learning any given subject. Contracting
authors and other educators,EduLearn does its best to fully research the topics of each text.
EduLearn produces textbooks that have built-in lesson plans to ease the strategy process for
courses that professors teach. The built-in lesson plans also serve those who do not attend college but are
looking to extend their knowledge. These textbooks are not just books full of information. EduLearn
textbooks are tool for knowledge. EduLearn provides a learning opportunity for not just students but
professors as well. EduLearn instructor manuals is an organizational course plan; taking excess work of
professor’s hands. EduLearn creates more than just books; it creates professionals.
III. Situational Analysis
Environmental Scan
College Data. College Textbooks are used all over the world. In the United States alone, there
were approximately 7,234 colleges as of 2012. This is including 2-year, 4-year,and other degree-granting
institutions. Total number of colleges are broken down into these 3 categories:
 4,706 degree-granting institutions;
 1,738 two-year colleges; and
 2,968 four-year colleges.
The number of higher education institutes are high and may keep growing. In combination with
the total number of colleges in the United States there are roughly over 14,000 higher education
institutions in the world. However,the focus of the scan is on America.
Next, it is important to discuss the number of enrollment in United States colleges. How
many students are going to use EduLearn material? Also, because professors are the ones teaching the

material, the statistics of professors are important. How many professors would rather have the lesson
plan built for them? How many professors will be less stressed using our company’s textbooks?
Student Enrollment. In 2013, America had a population of 316.5 million. That same year
approximately 19.5 million people in the United States were enrolled in a higher educational institution;
undergraduate and graduate programs. It is necessary to do a break down for enrollment in Undergraduate
and Graduate Schools:
Undergraduate: Enrollment:
Two-year Institutions 5.3 million people
Four-year Institutions 10.5 million people
Graduate: 3.7 million
These numbers tell our company based on the data from 2013, 54% of people enrolled in a
secondary educational institution attend a 4-year undergraduate schools. Because this is the biggest
market it might be the best to enter. However,EduLearn is open to entering a smaller market such as a
Graduate Program in order to set us apart from most textbook companies. A sub analysis was done on the
percentage of age at institutions. The age data seems important to add in correlation with the data inputted
above.
73
61
88 86
16
23
9 811 16
3 5
0
20
40
60
80
100
2-year Public 2-year Private 4-year Public 4-year Private
Full-Time Student Age
Percentages
Under 25 25-34 35 and older

Majority of students are under the age of 25. This is important to consider while going through the
marketing strategy. Not only are institutions going to buy books from EduLearn but the students will have
to also.
SWOT Analysis
The table below describes the internal (strengths and weaknesses) and the external(opportunities
and threats) factors that affect EduLearn Publishing Company.
STRENGTHS WEAKNESSES
 Course plans integrated into the textbooks
 Quality and committed staff
 Ability to change
 Lecture-feelto textbook
 Passion for education and learning
 Company name recognition and
reputation is low
 Lack of experience
 Small number of staff
 Bigger competitors can offer similar ideas
quicker
 Cost of publishing
OPPORTUNITIES THREATS
 Partner with colleges to evaluate students
learning habits
 Seek opinions from professors on
integrating course plans
 Provide learning courses for those who
cannot afford college
 Expanding to International Colleges
 Competitors beating our company to
colleges
 Regulations preventing EduLearn from
printing books
 Improved publications of bigger
competitors
IV. Customer Analysis
Segmentation. In terms of customers, EduLearn has three broad segments to potentially target.
Those groups are collegiate institutions, professors, and individuals. College textbooks are normally
picked by the institution or the professor of a particular course. The individual, a college student,
normally has to buy the textbooks based on the required material for the course. However,those students
will purchase the book where it is cheapest. Usually, the students will buy used, rent, or get a book for
free by friends who have taken the course before. All three of these segments have a common need:
textbooks. Yet, each segment has a different type of need for the textbook. Higher-education institutions
need textbooks for the library, bookstore, and courses. The institutions are essentially providing the books

to its professors and students. Professors need the textbook primarily for teaching a course and framing
the agenda around the book. Individuals need the textbook to build their knowledge.
Target Market. Essentially, the customers EduLearn needs to market towards are those colleges
with high enrollment numbers, professors wanting extra help in course plans, and students with low
income. Another demographic that may be beneficial is to go towards colleges that do not have a lot of
funding and need a good textbook at an inexpensive price. EduLearn has two main target markets with
sub-categories within those target markets.
Primary Market
Higher Education Institutions
 Professors
 Undergraduate Institutes
Secondary Market
Individuals
 Enrolled College Students
 Self-Learners
 Professionals looking to gain more
knowledge in specific career
Our primary target will be colleges and professors that work for those colleges. The colleges will be
specifically undergraduate institutions because that category has the most enrollment as discussed in the
environmental scan. The secondary market will focus on the individual. This one is second because like
stated earlier the student does not have a choice on the textbook if taking a college course. Also, it would
be an added benefit to publish textbooks that are useful for the individual learner; someone who likes to
learn on his/her own. Professionals are always looking to build knowledge in their specific career;
creating a textbook that can help a professional accomplish that will set us apart from other publishers.
Positioning. For institutions looking to educate and self-learners looking to be educated,
EduLearn Publishing Company provides affordable textbooks that offer quality knowledge. The
perceptual map above shows where EduLearn wants to position itself in the industry. We used a
Principles of Macroeconomics textbook from each company to see how each compared price and content
wise. McGraw Hill had the most costly textbook out of Cengage Learning and Pearson. All three books
have more than just information. All books have learning objectives for each chapter and interactive

online materials. However, those three lack a full, complete lesson plan. It has the material for a professor
to write a lesson plan. EduLearn is being positioned to meet the need for lower-funded schools and lower-
income people. It is also in a position where professors no longer need to write a lesson plan because one
will be made for them. Yet,professors still have the option to write a framework for the course.
V. Marketing Mix Strategy
Product Strategy. EduLearn Textbooks are inexpensive compared to other big-named textbook
publishing companies. Priced anywhere from $20 up to $200. EduLearn will provide a whole array of
topics for all subjects and professions. The quality of EduLearn textbooks are due to the passion of
providing practical knowledge to students. These textbooks are written by authors, researchers,educators,
and others that are experienced in the topics of each book. In order to be good stewards of the earth, the
materials used to produce the books will be recyclable or other materials that will not hurt the planet.
McGraw Hill
Pearson
Cengage Learning
EduLearn
College Textbooks
Instructio
nalGuide
Instructio
nalGuide
Low Price
HighPrice
Just
informati
on

Price Strategy. Textbooks are expensive to buy. College students may not even purchase the
required texts because of how expensive the books can be at times. Book prices will be reasonable for
each topic depending on the need, the authors, the length, the cost of development, and the features. The
minimum price will be $20. This could be a small, one-topic book. The maximum price will go no higher
than $200. One textbook can cost up to over $1,000. Some of the minimums for a new textbook are just
over $100. EduLearn wants its customers to be able to afford a new book. Buying textbooks can be
practical, especially if it is a textbook in the students/professors degree or career field. Textbooks will be
priced low enough so anyone can afford to buy rather than rent or not buy at all.
Place Strategy. Place strategy can be tricky for textbooks because majority get sold online. First,
EduLearn prides itself in building relationships with customers. In the institution segment, EduLearn will
connect physically with each college and professors at that college to build a reputation for our textbooks.
Second, EduLearn will run ads online because most textbooks are found online. Placing the textbooks on
middleman sites such as Amazon will also bring more name recognition to EduLearn.
Promotion Strategy. Two promotions will be offered for the textbooks published by our
company. The first promotion is directed towards institutions. The first wholesale order made by a
college, EduLearn will offer a 25% discount if 100 books or more are purchased. This will save the
college money and possibly make the institution more money after selling some in the campus bookstore.
For students and/or self-learners, the first order will get 10%-15% off depending on the amount of
textbooks bought at once. Also, every textbook will have a coupon on the inside flap for either $10 off
next order or free shipping and handling. EduLearn will also buy back textbooks students no longer want
or need.
VI. Financial Projections
Due to the fact EduLearn is a brand new company, there are no financial information. We have
created a financial projection based on what we hope to accomplish. The numbers do not reflect any past
elements. Producing textbooks is a long process and can take over $10,000 to produce according to many

different articles. While keeping that in mind, EduLearn does not expect to be very profitable but to still
be successfulits first couple years.
These projections are quite high for the first year in business. The data does not take into account other
normal business classes. It solely looks at the amount of one textbook EduLearn hopes to sell and the
expenses it may take to produce that book. The expenses are a minimum of $10,000 for publishing the
book with an added price of $4 per print of each book. EduLearn projects to sell only 500 books in the
first year but grow up to 2,500 books sold in year 3.
VII. Implementation Plan
Organizational Structure. EduLearn is a small team of people working together towards
a common goal; bringing the gift of knowledge to everyone. The company has the major
department splits but in order to have the best textbooks published, authors are contracted to
work on each topic. EduLearn may also preview books in the process and seek to add the needed
resources to meet the standards. These are the main full-time positions EduLearn has at the
moment, however, other full-time employees such as assistants and others do exist.
Year 1 Year 2 Year 3
500 1,000 2,500
55,000.00$ 110,000.00$ 275,000.00$
12,000.00$ 19,000.00$ 20,000.00$
43,000.00$ 91,000.00$ 255,000.00$
Financial Element
Textbooks Sold
Revenue
Publishing Expenses
Gross Profit
CEO
Chief
Marketing
Officer
Social Media
Marketer
Marketing
Research
Manager
Advertising
Manager
Sales Manager
ChiefFinancial
Officer
Financial
Accountant
Chief
Operating
Officer
Publishing
Manager

Risk Assessment and Marketing Concerns. With new businesses comes many risks,
especially in an industry with competitors similar to one other. The risks noticeable to me is the
cost of publishing and operating being too high. It is possible the cost will be much higher than
EduLearn will make off the textbooks sold. Not only is risking money high but also risking the
time to make the money. A textbook could take anywhere from three years to five years before
being ready to distribute. Marketing concerns come with the ability to stand out from other
companies. McGraw Hill, Pearson, Cengage and other textbook companies are so close related,
this company is worried about not being unique enough to stand out in the marketing and
advertising world. How will others hear about EduLearn? Will they see EduLearn online? These
questions of getting name recognition and building reputation are big factors pointing towards
whether we can be successful or not.
Social Responsibility and Ethical Issues. As stated earlier in this plan, EduLearn wants
to be good stewards of the planet. It is the staff’s and company’s responsibility to make sure the
environment is safe with the products it produces. First, EduLearn is going to do its best to
publish textbooks made from recyclable and/or bio-degradable materials if possible. Second, we
will deploy cause marketing into our plan. When institutions or individuals buy EduLearn books,
10% will be given to a charity dedicated to continuing education for kids. A major ethical
concern is plagiarism. A lot of educational books are closely-related, however, there are
differences. It will be important for EduLearn to stay away from this issue. Recognizing the
research that goes into the book may be the same as other textbook’s research, the authors of
EduLearn published books will bring their experience and unique way of writing to stand out
from others. Every source that goes into a textbook will be recorded in order to avoid plagiarism.

Implementation. EduLearn has many different textbooks ready to print. Before the
printing happens, the books will be lent to professors and institutions to review the books. A
survey will be created for each reviewer to observe what he/she likes and what would like to be
seen in the book. EduLearn wants feedback in order to provide the best textbooks out in the
market. Next, the sales manager will go to different schools to meet with professors in different
departments. These meetings will allow the company to build a reputation of being relational and
putting the needs of customers at the front line. By 2020, EduLearn will be in 30% of the four-
year college institutions in America. By 2025, the company wants to expand into international
college institutions.

VIII. Appendix A: Market Research References
Environmental Scan:
Fast Facts. (n.d.). Retrieved December 1, 2015, from
https://nces.ed.gov/fastfacts/display.asp?id=84
Characteristics of Postsecondary Students. (2015, May 1). Retrieved December 1, 2015, from
http://nces.ed.gov/programs/coe/indicator_csb.asp

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