「以世界為中心、尊重多元文化」的理念以及響應政府對未來所擬定的其中一個新政策-設英語為第二官方語言。 「終生學習」在我們秉持著這份初衷下而誕生。 「終生學習」為台灣帶來了新的教育理念和娛樂。我們提供多元的題材、從語言課程到邏輯思考和程式編碼、再到南台灣較少見的其他技術和實踐課程。所有的課程都會使用一種外語（但多以英語為主）、此目的在於提高學生的國際語言能力。除了室內課程、本公司也提供國內外的實地考察、為學生提供全新的體驗。「終生學習」的系統有助於提升學生的英語溝通和實踐的能力、這些經驗將有助於他們未來的生活、同時也享受無盡的樂趣。 我使用了不同的方式來做市場分析以及營銷策略、並在收支平衡分析中說明了我們的計劃成本和收入。同時也以甘特圖(Gantt Chart)來編寫我們的實施行程表。在此我也分析了公司可能面臨的風險、並提出可行的解決方案。最後、我在未來展望的部分以及如何應對計劃失敗所延伸出的計劃加以說明。

Learn for Life brings new concept of education combined with entertainment to Taiwan. Our company reacts to a new demand created by new rules set up by government such as making English a second official language and mandatory coding classes for young students. Learn for Life offers large scale of courses from language courses, through logic and coding courses to other technical and practical courses that are not so common in south of Taiwan. All of these courses are run in one of the foreign languages, mostly English, to enhance students’ language abilities. Except of courses, we also offer field trips, which include various activities that support practical and language skills development, same as enriching students with new experiences. Students should obtain great set of practical skills, English communication ability and various experiences that will be useful for their future life while they are having endless fun.
As a preparation to start Learn for Life I wrote this business plan, where I used various tools to analyze market, I prepared our marketing strategies and I stated our planned costs and incomes in break-even analysis. All of that was included in our implementation schedule by using Gantt chart. I also analyzed possible risks that we might be facing to and I proposed possible solutions. At the end I stated our expansion plan in the future outlook section and our exit plan in case this business would not be successful.

審定書 i
Acknowledgements ii
摘要 iii
Abstract iv
Table of Contents v
List of Figures viii
List of Tables ix
I. Executive Summary 1
II. Company Introduction 6
III. Products & Services 10
a) Classes 10
b) Packages 17
c) Field Trips & Activities 19
IV. SWOT 25
a) Strengths 26
b) Weaknesses 27
c) Opportunities 28
d) Threats 30
V. Porter’s 5 Forces 32
a) Competition in the Industry 32
b) Threat of New Entrants into the Industry 33
c) Bargaining Power of Suppliers 34
d) Bargaining Power of Buyers 34
e) Threat of Substitute Products 35
f) Conclusion of Porter’s 5 Forces 36
VI. Marketing Strategies 37
a) Pricing 37
b) Promotion 39
c) Place 40
d) Distribution Channels 41
VII. Financial Management 44
a) Funding 44
b) Breakeven Analysis 45
c) Best and Worst Case Outcomes 50
VIII. Project Implementation Schedule (Gantt Chart) 52
a) Preparation Stage 52
b) One Year Future Plan 54
IX. Risk Management 56
a) Timing 56
b) Service and Market Acceptance 58
c) Industry, Company, Personnel 59
d) Contingency Risk Management, Contingency Plan 61
X. Future Outlook 65
a) Expansion to New Locations 65
b) Expansion of Services 67
XI. Exit 69
XII. Conclusion 71
References 73

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