Winchester Education Group Company Limited

Table of contents
Page
Preface
Executive Summary
Chapter 1: Introduction
1.1 Background and Significance of the Project 2
1.2 Project Objective 3
1.3 Process method 3
1.4 Benefits of Project 3
1.5 Project Plan Schedule 4
Chapter 2 Industry Profile

2.1 Nature of industry 6
2.2 Situation of Industry 7
2.3 Product/Service 9
2.4 Vision 10
2.5 Mission 10
2.6 Business Strategy 11
2.6.1 Corporate level strategy 11

2.6.2 Business level strategy 13
2.6.3 Functional Level Strategy 14
 Conclusion 15
Chapter 3: Market Feasibility Study
3.1 Marketing Analysis 18

3.1.1 External Environment Analysis 18
3.1.2 Five’s Force Model 18
3.2 PEST analysis 21
3.3 Competition Analysis 26

3.3.1 Competitor analysis 26
3.3.2 Customer Analysis 27
3.3.3 Competitive Analysis 28
3.4 Marketing Mix 29

3.4.1 Product 29
3.4.2 Place 31
3.4.3 Price 33
3.4.4 Promotion 34
3.5 STP Analysis 34

3.5.1 Segmentation 34
3.5.2 Targeting 34
3.5.3 Positioning 35
3.6 Sales forecast 36
 Conclusion 44
Chapter 4: Technical Feasibility Study

4.1 Production and Operation Analysis 46
4.1.1 Product Characteristics 46
4.1.2 Service process 46
4.1.3 Location 52
4.2 Facility Layout 53
4.3 Investment cost 67

4.3.1 Pre operating cost 67
4.3.2 Building Cost 68
4.3.3 Equipment and Tools 82
4.4 Management analysis 113

4.4.1 Organization management 113
4.4.2 Organization chart 115
4.4.3 Faculty Members 116
 Conclusion 117
Chapter 5: Financial Analysis
5.1 Total requirement and the source of fund 119
5.2 Financial Statement 119

5.2.1 Income statement 119
5.2.2 Balance sheet 138
5.2.3 Cash flow 140
Chapter 6: Risk Management

6.1 Business risk 146
6.1.1 Strategic 146
6.1.2 Marketing 147
6.1.3 Operational 147
6.1.4 Compliance 147
6.1.5 Epidemic disease 148
6.2 Measuring the impact and likelihood of risk 148

6.3 Appropriate action for risks 150
6.3.1 Risk of not effective leader 150
6.3.2 Risk of Reputation and Price 151
6.3.3 Risk of Team Management 151
6.3.4 Risk of Service Quality 151
6.3.5 Risk of Security 152
6.3.6 Risk of Performance Evaluation 152
6.3.7 Risk of Epidemic Disease 153
 Conclusion 154
Chapter 7: Project Summary 155

Reference
Appendix
- Appendix 1: International Baccalaureate Curriculum
- Appendix 2: International School Establishment Regulation
- Appendix 3: Income Per Capita of Population By Region and Province:2000 – 2009
- Appendix 4: GDP of Chiangrai
- Appendix 5: Plant and Equipment Depreciation
- Appendix 6: School Income Sources Summary Guide
Preface
The project is a part of 1203302 Project Feasibility Study and Evaluation course. We
are prepared to study the feasibility of the Phoenix International School Business in
Chiangrai in order to investors who interested to gain information about international school
business before makes decision to investment. The report of project include an introduction
of business, an industry profile, a market feasibility study, a technical feasibility study, a
financial analysis, a risk management, and a summary of project. We select to do the
international school business, because now people give an importance for the education
more. As well English also have a role in the daily life of people more. International schools
in Chiangrai have just two schools and in the north have few amounts of international
schools. And we see opportunities to grow this business in the market. Furthermore, we
would like to thank Aj. Chaiyawat Thongintr for helping in this project and for giving the
suggestion to do this project. Finally, we sincerely hope that this report will be useful for who
interest in the operation of the business about the international school mostly.
Winchester Education Group Company Limited

Executive Summary
Our business is an education business. Phoenix International School (PHIS) is our

business that is located in Muang, Chiang Rai. The objectives of the project are studying
feasibility to build a high world standard international school in Chiang Rai, studying about
system structure of International school and indicate difference between general school and
International school, studying management process of world standard International school,
defining business strategies to promote our international school to target consumers and to
make them perceive that we are the best International school in Chiang Rai and applying
business theories and strategies to all aspect of the business project.
Phoenix International School (PHIS) opens from Kindergarten right up to Middle
school for Thai local students, foreign student who live in Chiang Rai. PHIS is high
international standard school using high standard curriculum called International
Baccalaureate (IB). We provide all teachers in qualified English native speaker who
graduated at lease bachelor degree. The company has a strong determination in developing
the superiority international education programs for children have more potential in order to
build a reputation for our school to the global. Our business has two main competitors. The
International School in Chiang Rai has only two schools; Chiang Rai International School
and FLC. And, indirect competitors are school public school, private school and bilingual
school, but those schools not use English in learning and also do not use IB curriculum for
the students.
Phoenix international school provides many facilities for student and using English
language as a common language. Our company selects concentrated marketing or niche
marketing, because the company just launches. The positioning of Phoenix International
School is high price and high quality. The risk management, strategic of our company, we
found that objective and goal of firm have to get along together. Marketing is the most of
parents prioritize school reputation. Operational part, we classify Team management, Service
quality and Security. Compliance, we focus on Performance evaluation. And, Situation does
not occur all the time, but it affects to plan of organization that is Epidemic disease. The
risks must be evaluated in field of their likelihood of occurrence and their severity. We
classify risk each part; Risk of not effective leader, Risk of Reputation and Price ,Risk of
Team management ,Risk of Service Quality, Risk of Security , Risk of Performance
Evaluation, Risk of Epidemic Disease.
PHOENIX INTERNATIONAL SCHOOL
CHAPTER 1
Introduction
Background
Objective
Process method
Benefit
Project Plan Schedule
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1.1 Background
Globalization drives Thailand to compete with many other countries and attempt to be
developed country. Therefor, English language which is Thai‟s second language come to plays a
big important role in Thai people life more than before especially in working people. Many
organization s use English language in their organization to support foreign customers,
negotiating with their business partners, communicating to headquarter in other country or
communicating between co-workers etc. English language not just only became very important
to business sectors but also become more important to daily life, education and political. Yet,
third languages like Chinese, Japanese, Spanish or German tend to become more important in the
future. We can assume that English language or the third languages would be very necessary to
Thai people in the future in terms of country development.
More than 19 years since 1991, International school was established in Thailand by
government facilitation. According to Office of the Private Education Commission statistical
record of 2010 Thailand has international school 122 schools. 83 International schools located in
Bangkok area and only 38 International schools are located in provincial areas (EQI International
School Forum, 2010). However, International school is significantly increased in the last few
years because Thailand has better economy status, better well-being of society and more
affordable ambitious parents who give high priority and value on education of their children
more than before. They know that English language or any third languages will become a part of
their children life in the future as long as Thailand still participating with other countries. They
want their children to be better than themselves in the future; excellent educational, social and
problem solving skills. They do not want to see their kid to encounter with any distress situation
in the future. Even though, many of parents can sent their children to go study aboard school but
most of them do not want their kids to be alone in foreign country especially children who still
study in low educational level. Yet, many foreigner families with kid who move to work in
Thailand also need to send their children to international school because they cannot study like
Thai students in general school because Thai education system is not reach international
standard. So, International school is the only choice of those parents who live in Thailand.
Chiangrai is developing province. Many business organizations grow up in Chiangrai and

bring a lot of people from everywhere in clouding foreigners to this province. Those companies
can generate a huge a mount of job position every years to Chiangrai people, they have better
financial status and well-being than before. Also, educated people are increase can make
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educational institution grow up in Chiangrai. Recently, Chiangrai has many kind of educational
institution such as public school, private school, montessori school and international school.
However, there is still only one international school already establish in Chiangrai. Therefore, it
is a good chance to establish another international school in Chiangrai to make an alternative
choice to people who want to send their children to international school.
1.2 Objective
1. To build a high world standard international school in Chiangrai.

2. Manage system structure of International school and which difference between general
school and International school in Thailand.
3. Define business strategies to promote our international school to target consumers and to
make them perceive that we are the best International school in Chiangrai.
1.3 Process method
1. Collect general information of International school as much as possible.

2. Screen and analyze information to prepare for the project.
3. Interview local International school manager to collect some additional information.
4. Do survey to define demand of parents who want to send their children to International
school.
5. Write marketing and operation plan and apply strategies and theories to the pan.
6. Analyze financial statement and generate financial plan to protect financial risk and gain
profits and reduce cost of the business.
7. Summarize project feasibility and Evaluation of international school project.
1.4 Benefits
- Can use this project as a guide line of Business.

- Know overall detail of management process, marketing process and financial planning.
- Know the direction of the business and before conduct the business in the real world.
- To know rinks and problems, then find the way to solve the problems and prevent risks
before doing the business.
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1.5 Project Plan Schedule
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CHAPTER 2
Industry Profile
Nature of industry
Situation of Industry
Product/Service
Vision/Mission
Business Strategy
Corporate level strategy
Business Level Strategy
Functional Level Strategy
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2.1 Nature of industry
Education is basic that everyone gives precedence. Every family supports their
children to study the great institution. The past, general institution is temple and then
developing to school. Recently, school is divided two types; public school and private
school. Structure of public school is divided into four stages. First stage, elementary
school; first level (Prathom 1-3) is 6- 8 year. Second level (Prathom 4- 6) is 9-11 years.
Third level (Matthayom 1- 3) is age group 9-11 years. The upper secondary level;
(Matthayom 4- 6) is age group for 15- 17 that is divided into academic and vocational
streams. There are also academic upper secondary schools, vocational upper secondary
schools and comprehensive schools offering both academic and vocational
tracks. Academic stream usually intend student who enter a university. Vocational
schools programs prepare students for employment or further studies. The academic year
in Thailand is divided into two semesters. Primary schools normally start from the
middle of May to March. And secondary schools start from June to March for higher
education. It has a two or three week break between the two terms in September. The
long summer break coincides with the hottest part of the year into Songkran festival, the
traditional Thai New Year celebrations, public holidays, Buddhist religious holidays and
break.
Recently, number of private school is around 8,683 schools. Private school is

divided two types; academic school and vocational school. Academic school is similar
public school except curriculum. Generally, private school emphasizes particular skill
such as some school uses English Program (EP) to teach student. Or, some school
emphasizes sport skill to students. That making tuition fee is higher than public school.
Curriculum of vocational school emphasizes occupational skill to students. International
school is one of private school; there are around 119 schools. International school is
popular and reputation because of greater curriculum.
International school grows up continually because many foreigners work in
Thailand who wants their children study in Thailand. And, nowadays, parents who want
their children can speak English. International school emphasizes linguistic skill for
Curriculum such as English; is main language and third language; Japanese, Spain,
French and so on for elective language. Curriculum of private school provided
mathematics field, science field, Thai language, English language, art and sociology,
physical education. Students have calculative, science, creative, interactive skills then
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apply their skills with daily life. Students are new generation to develop economy and
country.
(Sumary of Thai Standard Education 2001)
2.2 Situation of Industry
Economic situation nowadays is getting better, People have more purchasing

power while see the important of Education more than before. So, many people tend to
send their student to study in famous school by concern about quality of the educational
in that school. Some parent decided to send their children to study in international school
or bilingual school which much increase from the last few years, because those parent
want their children to study in effectively English program. Recently, English language
plays an important role in many professional careers and our daily life. So, many jobs
require people who have enough English skills than people who don‟t have the language
skills. According to the language trend, a lot of private and international schools adopt
English language and effective international curriculum using in their school to attract
those parents. However, many parents tend to send their children to around their
hometown rather than other city because they want to waste much money for
transportation.
Nowadays, Thailand has more private school than public school but the
proportion of international school still very least. Most of international schools open from
kindergarten right up to primary school or even high school. International school with
middle school and high school are more popular because the parents no need to find a
new school for their children when they graduated for primary school. Competition
mostly competes in the same city because of traffic and transportation problems.
Decision making of the parents for school is a long-term decision. They always do
research and find the best school for their children.
(Krasetas: choosing international school Year 6, 2001)
(Makkasanan, 2001)
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Statistics of International School in Thailand
Statistics of International School in Thailand in 2008
Level of
education Total Thai people Foreign
Total Meal Female Total Meal Female Total Meal Female

Kindergaten 497 280 199 256 154 102 223 126 97
1 year 134 76 58 69 41 28 65 35 30
2 year 152 86 66 78 43 35 74 43 31
3 year 193 118 75 109 70 39 84 48 36
Elementary 897 479 418 470 264 206 427 215 212
School
1 year 0 0 0 0 0 0 0 0 0
2 year 156 86 70 79 46 33 77 40 37
3 year 159 99 60 80 47 33 79 52 27
4 year 173 80 93 79 43 36 94 37 57
5 year 160 81 79 81 42 39 79 39 49
6 year 184 95 89 102 56 46 82 39 43
7 year 65 38 27 49 30 19 16 8 8
Secondary School 533 270 263 305 154 151 228 116 112
1 year 0 0 0 0 0 0 0 0 0
2 year 183 88 95 114 55 59 69 33 36
3 year 184 103 81 96 52 44 88 51 37
4 year 166 79 87 95 47 48 71 32 39
High School 492 213 279 255 110 145 237 103 134
education
1 year 166 79 87 95 47 48 71 32 39
2 year 69 28 41 40 16 24 29 12 42
3 year 185 82 103 94 42 52 91 40 51
4 year 72 24 48 26 5 21 46 19 27
Total 2,401 1,242 1,159 1,286 682 604 1,115 560 555
(OPEC Management Information system 2008)
Statistics of International School in Thailand in 2009
Level of education Total Thai people Foreigner
Total Meal Femeal Total Meal Female Total Meal Female

Kindergaten 3,762 1,957 1,805 1,614 859 755 2,148 1,098 1,050
1 year 921 488 433 375 211 164 546 277 269
2 year 1,307 666 641 583 303 280 724 363 361
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3 year 1,534 803 731 656 345 311 878 458 420
Elementary School 13,279 6,860 6,419 5,034 2,627 2,407 8,245 4,233 4,012
1 year 380 197 183 118 59 59 262 138 124
2 year 2,081 1,052 1,029 738 395 343 1,343 657 686
3 year 2,095 1,101 994 736 397 339 1,359 704 655
4 year 2,221 1,147 1,074 838 436 402 1,383 711 672
5 year 2,290 1,163 1,127 888 449 439 1,402 714 688
6 year 2,173 1,132 1,041 837 423 414 1,336 709 627
7 year 2,039 1,068 971 879 468 411 1,160 600 560
Secondary School 7,675 3,915 3,760 3,807 1,847 1,960 3,868 2,068 1,800
1 year 511 243 268 292 134 158 219 109 110
2 year 2,421 1,296 1,125 1,129 592 537 1,292 704 588
3 year 2,433 1,205 1,228 1,236 578 658 1,197 627 570
4 year 2,310 1,171 1,139 1,150 543 607 1,160 628 532
High School 6,195 3,152 3,043 3,148 1,536 1,612 3,047 1,616 1,431
education
1 year 2,310 1,171 1,139 1,150 543 607 1,160 628 532
2 year 1,063 523 540 626 308 318 437 215 461
3 year 1,731 894 837 915 461 454 816 433 383
4 year 1,091 564 527 457 224 233 634 340 294
Total 30,911 15,884 15,027 13,603 6,869 6,734 17,308 9,015 8,293
(OPEC Management Information System 2009)
2.3 Product/Service
Phoenix International School (PHIS) is located in city area of Chiangrai Province

among fresh and beautiful environment. The school opens from Kindergarten right up to
Middle school for Thai local students, foreign student who live in Chiangrai and every
people who want to study international school. All teachers in PHIS is qualify English
native speaker who graduated at lease bachelor degree of education or related field. Every
student here will study in English in every subject.
PHIS using International Baccalaureate Curriculum or IB which is the best

curriculum for International school and accepted by top rank universities around the
world. For International school Curriculum; students will study major subject that is
official language, second language, science, sociology, mathematics, art and free elective.
The goal of PHIS is that all students fully develop their capacity for learning, oral and
written expression, scientific, thoughtful analysis and morality. We recognize the many
ways in which each child is a unique wonder, consistent with contemporary
understanding of multiple intelligences and cultural differences. We appreciate traditional
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notions of academic potential and achievement. We equally recognize each child‟s

physical abilities, creativity, Sense of social and good humor and strength of character. It
is element of fundamental in building a positive character and self esteem while
progressively developing greater knowledge and respect of others and the world. The
academic year in Phoenix international school is divided into two semesters. The schools
start on August to December as a first semester. It has ten days break after Christmas and
New Year season. And second semester start from middle of January to beginning of
June. The long vacation is one month.
2.4 Vision
The company has a strong determination in developing the superiority international

education programs for children have more potential in order to build a reputation for our
school to the global.
2.5 Mission
Phoenix International School
P - Potential
H - High standard
I - Integrity
S - Sincerity
The new century needs and will be shaped by extraordinary individuals to meet
the challenges and opportunities of an interdependent world will require skillful
intellectual competence and commitment. Those who thrive in and contribute to this
world will have a solid sense of who they are, and respect for who others are, as
individuals, as members of a group, as citizens of their nation, and as members of a
global community. The mission of PHOENIX International School is to develop such
individuals.
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We purpose to encourage and foster a passion for learning through the IB

program(International Baccalaureate) which will include six main subjects including
English Second Language (may be selected as the language of their time) scientific
analysis of experimental art, math and computer science. In addition, students must
participate in voluntary community sports activities; learn Thai culture and creative
works of art as well.
To fulfill this mission, we see Phoenix International School:
 continuing to develop and deserve a worldwide reputation as an excellent center

of teaching and learning, a school that achieves and sets, within the framework of
the IB (International Baccalaureate), world-class standards in international
program, promotes international understanding, develops the whole child, and
lives its core values of respect, diversity, effort and joy of learning;
 maintaining an optimal size composition of faculty and students so that
opportunities for individual learning, mutual understanding, and community
feeling are maximized;
 connecting to the local global community through the active participation of its
multilingual students, older students and staff, who, in their work and further
education, help to shape and improve the world through their knowledge,
understanding and hope.
2.6 Business Strategy

2.6.1 Corporate level strategy
Corporate level strategy is a strategy to create a basis for the operation of the
business by defining resources of business to help our business achieve a long-term
goal. We have to improve or maintain an operation of business for achieve the goal by
creating opportunities from the environment and the strengths within our company, while
we must try to reduce threats from the external environment and our weaknesses to be a
minimum. We use the Grand Strategy which is the determination a strategy with
business analysis by using the SWOT analysis technique and we can apply strategies of
business which were divided as follows:
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1. Growth Strategy: This strategy involves an expansion and a growth of

business which can be tracked by increasing the number of students. We will use
this strategy in situation which has an opportunity and our company has strengths
more than weaknesses or limitations.
Diversification strategy: We will use this strategy to increase the diversity
of our products or services for reduce and diversify risks of business
operation. We will use the diversification strategy when existing products or
services of our company are saturation point and cannot continue to expand
again. We will begin to seek new alternatives in the operation of our company
which divide strategies into two types as follows:
 Conglomerate Diversification is expanding business into other unrelated
businesses of the original product. We may choose to adopt this strategy
because the current business grows down.
 Concentric Diversification: is expanding into other products that have
been involved with our company. This strategy fits the company's
competitive position. We use skills and expertise or wealth in our
company that contributes economy of scale. We focus on specifically
business in order to we use resources and the ability of our company
to have the strength and growth.
2. Stability Strategy: We will use this strategy in an environment which is constant
when we are satisfied with the status of business operations in order to maintain a
level of business and make decisions carefully that will makes us to create
stability for growth, but the expansion will be slow and gradual.
3. Retrenchment strategy: We will use this strategy when we need to reduce a size
and boundary of business as the company faced a crisis such as in situations that
our company is an excessive growth or a growth has problems or emergencies due
to financial market crises. This strategy is self-defense type that we will use
in situations which have to operate for the survival of the company.
• Turnaround Strategy: We will use this strategy during the economic
downturn or lower sales. This strategy is a strategy that involves the
adaptation of businesses to be able to compete with others by we reduce
unimportant activities or operation cost, downsizing of the organization by
reduce the number of employees and reengineering, to reduce facilities
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that exceed the need and to develop projects for create the
security to our company, as well as we must experiment operation in
other forms or methods which differ from the present.
• Self-out Divestment Strategy: We will use this strategy in the recession
situation that there is no growth potential or no profitability or investment
returns are not worth. We will reduce the size of the business by we do
not increase investment and divestiture some of
our businesses for reduce the burden of the company and maintain a
capability in a competition and manage resources in our company more
efficiently.
• Bankruptcy or Liquidation Strategy: We will use this strategy when the
retrenchment is unsuccessful that the company can‟t get benefits if we still
run business to occur loss, so we should go out of business or takeover.
2.6.2 Business level strategy
Business level strategy is a strategy that is clear and specific than the corporate
level strategy. We will focus on competition in our business by we try to create
competition advantage to be superior competitors. We divide strategies of
competition as follows:
1. Differentiation Strategy: We will create a product or service to differ from

competitors in order to our product is a unique that would make customers to have
a brand loyalty such as quality and image of our school. As we use this strategy,
we have to use an ability of marketing highly, have creativity, have an ability of
research, are well coordinated in every department, have teachers who are expert
and knowledgeable of teaching in each subject as well and have a system of
reward and evaluation for employees clearly.
2. Cost Leadership Strategy: We will use cost of the production to be lower than
competitors to result we can set a price and provide a variety of marketing
activities. We use this strategy because we have employees who have the
commitment and high intention, focus on control of cost in management, have a
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report of cost regularly, emphasis on measurable goals and have an organizational

structure and a division of duties clearly.
3. Focus Strategy: We will focus on the specified market that makes us can devote
to more resources and operation to respond customers to be better than
competitors which are wide market. We will focus on providing of the best
quality of the international education that result we are more skilled than
competitors.
Furthermore, we also use a Product Life Cycle (PLC) to consider the

determination of strategies of our company. Our company is in the introduction phase
which is presented Phoenix International School into the market. In this phase, we will
choose a strategy to stabilize and gradually seek to grow for sustain and trace the
environment closely. The determination of the business level strategy, we will determine
to conform with the corporate level strategy. So, we will have to consider the corporate
level strategy firstly in order to we take the strategy to be a framework of the
determination of the business level strategy for both strategies are consistent. When we
determine the business level strategy already this is a guideline for the determination of
functional level strategy next.
2.6.3 Functional Level Strategy

Functional level strategy is a short-term operational strategy which operates to
respond and support the business level strategy. We use this strategy for help to control
and monitor the management mostly and is the plan in
detail with the guidelines and practices, including resources used to comply
with the operational plan to achieve business goals by we are separated plan according
to each department that what are the plans of each department our plan for achieve
business goals. We will be distributed strategy to each functions of business such as
marketing, finance, accounting and human resources etc. in order to the strategic
operations of the business are efficient and tangible results.
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Finance
PHIS has the good of funds, financial controls and management systems that ensure the
perpetual financial of the school. All spending are cost-effective, balancing the
importance of quality of results with the disciplined and frugal use of resources that is
essential to fulfilling the school's mission and objectives.
Human resources
 Efficiently utilizing specialists‟ lecturer within the functional room.

 The company ensures that functional strategies mesh with business-level
strategies and the overall corporate-level strategy.
 We support the development of the best teacher and staff.
 We support each teacher to become communicatively proficient in at least one
language other than English.
 We support each teacher to people who work at PHIS to get high value that the
school places in, funny of learning, happy in environment in the school, mutual
respect and purposeful effort to set and achieve high standards with to get full
potential.
(Tonsorn, 2001), (Mechat, 2009)
Conclusion
Our business is education business. Phoenix International School (PHIS) is our

business that is located in Muang, Chiang Rai. The school opens from Kindergarten right
up to Middle school for Thai local students, foreign student who live in Chiang Rai. We
provide all teachers in qualified English native speaker who graduated at lease bachelor
degree. The company has a strong determination in developing the superiority
international education programs for children have more potential in order to build a
reputation for our school to the global. We purpose IB program (International
Baccalaureate), world-class standards in international program, promotes international
understanding, develops the whole child, and lives its core values of respect, diversity,
effort and joy of learning. Our curriculum include seven main subjects including
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English, Second Language (may be selected as the language of their time) scientific
analysis of experimental art, math and computer, science. In addition, students must
participate in voluntary community sports activities, learn Thai culture and creative
works of art as well. Students have ability to connect the local global community. Our
business has two main competitors. The International School in Chiang Rai has only two
schools; Chiang Rai International School and FLC. Both two schools not use IB, but
PHOENIX International School use IB that it is the best education in the world. And,
indirect competitors are school public school, private school and bilingual school, but
those schools not use English in learning and also do not use IB curriculum for the
students. “We are the leader International School in Chiang Rai that uses IB in the first
time”. For functional level strategy (short-term operational strategy), we operates to
respond and support the business level strategy. To control and monitor the management
each department to achieve business goals such as marketing, finance, accounting and
human resources so on.
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CHAPTER 3
Market Feasibility
Study
Marketing Analysis
External Environment Analysis
Five’s Force Model
PEST Analysis
Competition Analysis
Competitor Analysis
Customer Analysis
Competitive Analysis
Marketing Mix/4Ps
STP Analysis
Sale Forecasting
Marketing Expenses
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3.1. Marketing Analysis
3.1.1 External Environment Analysis
Although different firms in the market will have different levels of profitability,
the average profit potential for a market can be used as a guideline for knowing how
difficult it is to make money in the market. The company use Michael Porter devised a
useful framework for evaluating the attractiveness of an industry or market. This
framework, known as Porter's five forces, identifies five factors that influence the market
profitability:
1. Buyer power
2. Supplier power
3. Barriers to entry
4. Threat of substitute products
5. Rivalry among firms in the industry
3.1.2 Five’s Force Model
1. Buyer power
About business in International School the people who have the power to decide
the school are parents or guardian of a child. Parents will be determined by several
factors to selecting schools for their children.
Because of want get the best school for their children as much as possible. And
also the parents love their children. The main factors that the parents limit to choosing
schools should near home and the incidence of child decreasing. Bargaining power is
vested in the parent.
However, there are some schools that create a high-apart from the competition by
set learning process and teaching environment as well as to meet the needs of
parents. After that, the school will be famous and growing. Bargaining power of the
parent will be reduces.
2. Supplier power
18 | P a g e
Material in order to bring in the school we should see about human resource.
That is teacher and staffs in school that will make reputation for school which some of
the reputation build from them. The powers of bargain of teacher are low because parents
have belief with course and teaching system of the school. In addition, number of teacher
in the present relatively high thus it will make surplus supply. The name of teacher and
school can make recognize and remember for customer. Some of causes come from
foreign teacher who have a reputation experience, knowledge and ability to teaching.
Therefore, negotiation of foreign teacher has high if the school doesn‟t provide the new
teacher to have enough international teachers in the school. Bargaining of teachers will be
higher.
3. Barriers to entry
The way to access to the business of education is not difficult but the way to
maintain business is difficult to do. Because the school must to differentiate form
competitors and require high investment to invest in variously such as;
1) Location; should set in the central and near target group because to convenience
in travel.
2) Facility; must have safe and convenience living, good environment inside and
outside and also good atmosphere that is conductive to learning.
3) Administration; leader should have ability to set the policy guidelines of teaching
and learning give to all staff to understand and are able to achieve the goals of the
organization.
4) Personal; must have development and training all o staff. Especially, all
teachers in schools must have the ability to transfer knowledge and attention to all
students.
5) Curriculum instruction; the school must develop a curriculum teaching and
learning continuously for students to get the best.
In addition, we should consideration various factors which barriers to entry to market
as follows below this;
- Brand Loyalty
- Absolute Cost Advantages
- Government Regulation
19 | P a g e
- Barrier to Entry and Competition
4. Threat of substitute product
According to The national education Act in year 2542 specified under Section 11;
note that “personal, families, communities, private organizations, professional
organization, religious institutions and establishments and other social institutions” There
have the right to education all of this must prescribed in the ministerial regulation. It will
make basic education in family; it is the new alternative for current study. About
homeschooling is the education by parents who are director of teaching at home. For this
education has been supported by the government. You can obtain subsidies from the
government however, this concept is not popular and difficult to follow because parent
must be ready in academically.
(Act of Education 1999)
Attitude and lifestyle of people in most currently send their children to school fatly.
And also trend of modern families parents need to work in pairs so, time that should
spent to child has quite few. Therefore, the parent would like send children to school as
soon because of the school will takes care child instead of parents.
5. Rivalry among firms in the industry
Competition in business education about communication market is not severely.

But the changes it occurs in term of law, nature of social education.
Statistic population birth in Chaing Rai
Year Meal Female Total

2007 5,840 5,595 11,435
2008 5,820 5,449 11,269
(Chiangrai Population statistic 2007)
(Chiangrai Population Statistic 2008)
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The rate of new born baby decline and economic can‟t predict all of this can make
high competition in the market. Hence, the way to maintain this business we should
create the customer awareness and appreciate the differences of their own school.
Including must develop the curriculum and staff continued. In addition, the expansion of
public school will impact on the business. Because public schools do not collect tuition
fees therefore, public school is a new way of parent who has low levels of income.
3.2 PEST analysis
Educational development is a key for youth drives country equal in developed

country and convey country stability. There are four keys; at first is
Political
Current International School follows Private Schools Act of 2525. Private Schools
Act of 2525 approves curriculum follows as American curriculum, British curriculum,
and International Baccalaureate and other program are certified by The European Council
of International School s (ECIS.), and The Western Association of Schools and Colleges
(WASC).
The schooling will be different that depending on the course of each institution follow
as three levels.
1. Kindergarten program focuses on the development of ideas and training

children to recognize the decision. They have to learn about reading, mathematics
skill, and activities both inside and outside school.
2. Curriculum elementary based child-centered and students develop a basic
knowledge with the school team.
3. Secondary school curriculum. Students study in reading, writing, speaking,
listening, thinking, and critical thinking skills. Decisions and solve problems.
There are also supplementary course such as English culture, computer art,
libraries, music, and physical education course. In mathematics, students can
solve problem by themselves which means that they have logical thinking.
Sociology covers community, lifestyle, and culture around the world. And,
sciences cover electricity, weather, environment and so on. Students who are
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secondary school levels change of mood easily. Therefore, curriculum is

necessary to consider intelligence or the ability of each student.
4. High school curriculum. Student can choose favorite subject and teachers
advise or suggest to students. However, during the first two years, students have
to study general courses and student choose favorite subject in next two year.
International courses, students have logical thinking which they practice with real
equipment. Teachers are responsible to planning and assist to solve their
problem. That is different from the Thai education system. The teachers are the
speaker. Students listen teachers and focus on examination. Generally, Thai
courses emphasize on the mathematics and sciences. Students test the
examination for the next higher level. However, international school course
contain Thai language and Thai culture program.
Ministry of Education regulates ministerial rule for foreign selection. Ministerial

rule announces foreign teacher who hold non immigrant passport on February 15, 2005.
Name of passport is same with official transcript that ambassador will certify in true
information. And, foreign teacher has to pass IELT 5.5 or TOEFL 550 or TOEIC 600.
Ministerial rule screens teacher who does not have suited qualification.
According to Mrs.Usa Somboon, president of International Schools Association

of Thailand told that foreign teachers who run out contract or terminate one's contract.
Most of foreign teachers contract about 1-2 years. So, every November- December,
headmaster selects foreign teachers‟ agency in aboard. He interviews and selects foreign
teachers and contracts with them. Then they come to Thailand by visa 90 days and
request license from Ministry of Labour. Last, they have to request license from Office
of the Board of Education (Ministry of Education)
(Thai Economic Digest, 2010)

Economics
TMB analyze economics trend is 5.8 percentage which is higher at two last
quarter in 2010. Chinese yuan is higher value of money that exports rate increase.
Chiang Rai is a port in North, Thailand. Some of Chiang Rai people export goods to
China. Chiang Rai economics is higher which means that Chiang Rai people expense in
higher rate for consumption follow as;
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Percentage of Household by Total Consumtion Expenditure Class and Socio-Economic Class
All
Farm
Employees
Expencditure Househ Operation
old Plant/Animal Culture
Expenditure per
Own- Clerical household (Bath)
Monthly Mainly Mainly Fishing,Forestry Account Professional, ,Sales&
Farm Genreal Production Economically
comsumtion Owning Renting , Agricultural Workers, Teach,Adm Service
Workers Workers Workers Inactive
Expenditure Land Land/Free services Non- workers Worker
Farm s
Per household 100 100 100 100 100 100 100 100 100 100 100 < 1,500
< 1,500 0.2 0 5.3 0 0 0 0 0 0 0 1,500- 3,000
1,500- 3,000 8.6 5.1 28 5.4 0 0 4.4 0 8.4 22.1 3,001-5,000
3,001-5,000 19.5 17.7 18.3 28.7 19.5 0 8.5 61 4 4.3 33.1 5,001-10,000
5,001-10,000 43.4 61.9 52.1 36.9 33.2 23 0 25.1 47.2 67.1 28.2 10,001-15,000
10,001-15,000 16 12.7 26.1 1.1 14.6 34.6 0 4 31.5 9.6 10.3 15,001-30,000
15,001-30,000 9.9 1 3.5 0 23.4 28.7 0 5.5 15.7 10.6 5.8 30,001-50,000
30,001-50,000 2.1 1.6 0 3.6 8.9 91.5 0 1.6 0 0.3 50,001-100,000
50,001-
100,000 0.3 0 0 0.3 4.2 0 0 0 0 0.2 > 100,000
> 100,000 0 0 0 0.6 0 0 0 0 0
19.5 percent, people spend money 10,001- 15,000 baht per month
And 0.3 percent, people spend money 50,001- 100,000 baht per month.
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Above, the people are about 28.3 percent who spend money in high rate. To show the people have salary in high rate too.
Office of the Basic Bureau of Local Educational
Office of the private
Destrict Total Education Development and Others
Education Commission
Communication Coordination
Total 709 641 59 8
Muang Chaing Rai 115 87 20 8
Wiang Chai 27 23 4
Chaing khong 40 36 4
Thoeng 57 55 2
Phan 80 75 5
Pa Daet 15 13 2
Mae Chan 49 45 3 1
Chiang Saen 37 34 3
Mae Sai 43 36 7
Mae Suai 57 55 2
Wiang Pa Pao 47 43 4
Phaya Mengrai 30 28 2
Wiang Kaen 21 21
Khun Tan 19 18 1
Mew Fa Luang 28 28
Mae Lao 16 16
Wiang Chiang Rung 14 14
Doi Luang 14 14
Source: Chiang Rai

Educational Service
Area office,Area 1,2,3,4
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Parents raise funds which they can support their children to study in the best
school. Private schools are 59 schools in Chiang Rai. Number of international school is
two schools. Number of private schools increase that each school has strength to
compete with other schools. Our project emphasizes International Baccalaureate
curriculum which the first school utilize this curriculum.
Social
According to department of teacher education (2529, page 29), due to economics

is key to limit population, birth control rate, freedom and single family proportion.
Recently, most of parents have one child or two children and people prefer to be single.
That affects to decline in birth rate and reflect to population. People who are the senior
increase in contrast; children population decrease.
District/Minor district 2007 2008 2009
Total Male Female Total Male Female Total Male Female

Total 606050 618985 1227517 606775 620542 1194955 588850 606085
1,225,015
Municipality area 221656 106660 114996 225215 107221 115994 502145 145878 156267
Nonmunicipal area 1005557 449570 505987 1004102 499554 504548 892788 442972 449816
Muang Chiang Rai District 225745 109560 116585 226555 109585 116972 222255 107014 115219
Chiang Rai City Municipality 69428 32994 36434 69602 33042 36,560 69916 33297 36619
Ban Du Subdistrict Municipality 14918 7134 7784 15662 7477 8185 15685 7422 8263
Nang Lae Subdistrict Municipality 10264 5005 5259

Poor Don Chai Subdistrict Municipality 10027 4891 5136
Nonmunicipality area 141397 69232 72165 141291 69064 72227 116341 56399 59942
From Mueang Chiang Rai District, number of population from record by sex,
district and area: 2007 – 2009. To illustrate number of population from record by sex
decrease every year. This issue is external factor that our group can‟t control it. But, the
strength can attract parent who support their children go to the international school.
According to Srilawan, Allen and Gramer (2538 p.15), said the

concept of international education should following as Diversity, Empathy, Multilingual,
Global and International Program. Global institution accepted student centered in
international program. Program is essential to develop curriculum accord with
globalization (dynamic). International school curriculum is necessary to change because
of globalization. So, most of parents would like to take their children to study in
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international school. Children can speak English, have self confident, and have many
skills to adapt with globalization.
Technology
Technology is knowledge of tools for study. Technology changes rapidly so,

international school has to changes equipment required. According to Wilawan Charu-
ariyanon (2542), said electronic media is modern technology to assist teacher who
teaches via internet, CDROM and so on. Students are comfortable to search information
or student centered. Instructor advises some idea for students. Technology is crucial for
every organization/ institution. School provides contents via internet that is attractive
student to study. When students graduated from international school, they can apply this
skill for work or study. Paper based on book to E- book. It is one of many tools to teach
students. That is better way to teach them and assist teacher. Maybe, some of them are
bored for traditional technique. E- book that make they are exited to learn. School also
provides IT security measure for illegal images on internet.
3.3 Competition Analysis
3.3.1 Competitor analysis
Our main competitors are Chingrai International School and FLC School.
Chiangrai international school (CRIS) was establish since August, 2010 which is the first
officially international school in Chiangrai. Now, they have 50 students. FLC School is
un-officially international school which established almost 10 years with 150 average
total students. Yet, we have to compete with other international school in other province
and Bangkok because those schools were established for many years and got very good
reputation. So, many parents tend to send their student to those schools than the new
school.
We also have indirect competitor which is other kind of schools such as private
school, Montessori school, and public school. Although, these kind schools does not
significant effect to our sales but some parents who can afford for international school
can send their children to these school for many reason; they might not have enough
26 | P a g e
information about international school or do not understand some information about it,
and many other reason that cause those parent was not trust international school.
3.3.2 Customer Analysis
Our customer could be Thai people and foreign people who have children
studying between kindergarten levels to high school level and live in the northern part of
Thailand. Those parents should have annual salary more than 300,000 – 400,000 baths.
According to customer interviewing, most people want to send their children to

international school because they want their children to study in English Program and
study in new better environment but the most only problem is they can not afford their
children to study in international school. However, we still met many people who can
afford it. So, this is our target group which we divided them in to 3 groups;
1. Parent who want to send their children to study aboard school. Mostly are
Thai people who have children studying in high school level and have kin
in the foreign country.
2. Parent who really want to send their children to study in international
school. Most of those people are both Thai and foreigner who live in the
northern part of Thailand and have children from preschool to secondary
school. They want their children to live with them in Thailand. For some
foreigner, they move to work in Thailand but they cannot send their
children to general Thai school. So, they really need to send their children
to international school somewhere in Thailand.
3. Parent who do not want to send their children to International school.
Most of them explain that their children studying in Thai school and do
not want to change school because it is too difficult to change many
things.
However, percentage of affordable people is very low when compare with whole
population in the northern of Thailand. But at lease, the number of those people is big
enough for international schools in the northern part of Thailand. Hopefully, in the future
the number of those people will be increase dramatically by times and civilizations which
come to the northern of Thailand in the next few years.
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3.3.3 Competitive Analysis
According to Office of the Private Education Commission 2010 statistic,

International schools in Bangkok held 65.64% of student while provincial International
schools held only 34.36% of student However, Percentage of students in provincial
international school was significantly increased from 2009 about 9.68%. We can describe
that in the past few years the number of international school that located in the provincial
area is very low and most of them is new school. So, parents usually send their children
to study International school in Bangkok more than provincial international school
because they old and got good reputation. But, in the last two or three years, many
international school was establish in the northern part of Thailand and the school grow
very fast. Then, some parents who originally live in the northern move their children
from Bangkok to study in Chiangmai instead. Nowadays, International schools in
Chiangmai have a lot of student from the northern part of Thailand including to student
from Chiangrai.
International school’s student statistic
Kindergarte Primar Seconda High Total

n y ry School Student
School School
Thailand 3,954 10,287 6,244 5,167 28,162
Bangkok 2,972 7,424 4,666 2,734 19,209
Provinces 982 2,863 2,065 2,433 8,953
(OPEC Information Management System 2010)
In Chiangrai, there have only one official International school was already
established on August, 2010. It is very new school and not much children yet. And the
other un-officially international school called FLC is quite old school but this school only
known among Christian in Chiangrai. They have approximately 150 students a years and
most of them are Christian. So, we can say that market for International school in
Chiangrai is still in the introduction stage because there are very few international school
in Chiangrai and demand for international school is increasing every years.
28 | P a g e
3.4 Marketing Mix
3.4.1 Product

people who want to study international school. All teachers in PHIS is qualify English
native speaker who graduated at lease bachelor degree of education or related field. Every
student here will study in English in every subject.
PHIS is high international standard school using high standard curriculum called
International Baccalaureate (IB). The curriculum was founded since 1986 in Geneva,
Switzerland as a non-profit educational foundation. IB is the best international curriculum
in the world; people who graduate from IB school can admit to any world‟s top-rank
university around the world without taking university admission exam. IB divided into 3
minors‟ curriculum;
- IB Primary Year Program (PYP) for student age between 3-12 years old
- IB Middle Year Program (MYP) for student age between 11-16 years old
- IB Diploma Program, (IBDP) for student age between 16-19 years old
(Citation: ibo.org)
At the first year we open only Kindergarten1 – Grade 8 by using PYP for
Kindergarten to Grade 5 and MYP for Grade 6 to Grade 8. Then, we will open high
school by using IBDP in the next 5 year.
Learning facility
Phoenix International School provides the best learning facilities for students to
help them learn easier and more effective. We use electronic whiteboard in every class
rooms to integrate technologies with interactive learning system. We also provided other
learning facility including to
 Language Learning Center

 Computer Lab
 Science Lab
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 Internet room
 Library
Sport and Recreation Activities
- Physical Education
Phoenix International School provide physical education program (P.E) to
student from primary school to high school which offer several of sport and
activities to students. In P.E. class, students will study both sport and physical
theories simultaneously. After school or free time, they can join any sport club
they like. Our school provided many standard sport facilities such as;
 Gymnasium
 Swimming pool
 Tennis courts
 Basketball court
 Soccer field
 Many other indoor and outdoor sport equipment
- Recreation Activities
Phoenix International School provides several recreation activities for
students to help student generate creative thinking and relax from study. Students
can use provided facility whenever they want. The facilities are include
 Music Instruments
 Audition room
 Art room
 Dancing room
 Ballet room
 Play Ground (for Kid)
 Etc.
Residence
At PHIS we provided student residence which can contain more than 200
students. Residence for male and female are separated. All residences are share-room
because sharing room with other students can help student learn how to live with other
people. Student can choose to share 2 to 4 people per room. In the room, we provided
30 | P a g e
many facilities to student such as air condition, private bath room, water heater, desk and
other common living room equipment. We have standard quality and effective security
system such as Closed-circuit television (CCTV) and other security equipment install
around the residence area. We also have security stationed at residence hall at least 2 - 3
people per entrance spot. Residence administrators will facilitate and support all about
student living. Parents no need to worry anything to let their children stay on campus. In
addition, we also have teacher residences and parking area for teacher who prefer to live
in school campus. All teacher residence rooms are private room. All facilities is the same
as student residences room.
3.4.2 Place
Our school is located in urban area nearby Chiangrai sport center and Kullapan
Village, Just only five minute away from “Poh Khon Monument”. Our School covered 20
rai surrounding by natural environments, facilities and people residences.
Our school area from top view
31 | P a g e
Road view of school land
Surrounding environment
Map to access our school from main road
32 | P a g e
3.4.3 Price
Tuition Fee/Semester (Baht)

Kindergarten 65,000
Primary school (Grade 1 – 3) 80,000
Primary school (Grade 4 – 5) 100,000
Secondary School (Grade 6 - 8) 120,000
High school (Grade 9 - 12) 150,000
Application Fee 4,000
*pay once only before admission/placement test
Admission Fee
Kindergarten – Grade 5 45,000
Grade 6 – Grade 12 70,000
*Pay once only for admission/placement test
Refundable deposit 75,000
* Pay once before student admitted to the school. It will be
refunded when the child leaves the school, minus any
outstanding fees or charges
Boarding fee (per semester) 85,000
*Including to dormitory, meals, laundry, electricity and
water.
Meals Lunch, morning and afternoon snacks are provided by the school, at no additional
charge.
Books students purchase their own text books directly from school shop which imported
from the United Kingdom. Price of the study book is vary; it‟s can change year by year.
Insurance The school has accident and medical insurance for students which cover them
up to Baht 6,000 for medical expenses and Baht 120,000 for death or disability, there is
no charge to parents for this service.
Uniform Uniforms can be purchased from the school shop, which also has a range of
accessories, stationery and other materials.
33 | P a g e
Afternoon Activities The cost of After School Activities is included in the tuition fee
except for certain specialist activities requiring additional charges for equipment,
instruction, and uniforms or testing
3.4.4 Promotion
Discounts on tuition fees will be applied for siblings who are in the school at the
same time, as follows:
1. 2nd child 5%
2. 3rd child 10%
3. 4th + child 15%
3.5 STP Analysis
3.5.1 Segmentation
The tuition fee of the international school is an important variable in determining

segmentation, because the cost is quite high such as native teachers‟ salary and book fee
(books of IB program isn‟t available in Thailand, they must be imported from abroad)
etc. Therefore, the segmental categorization of the business will use income of parents
who have the capacity to afford it. Our segmentation of customers was classified as
follows income from 50,000 to 75,000 baht, income from 75,000 to 100,000 baht and
income higher than 100,000 Baht (per month).
3.5.2 Targeting
Our company selects concentrated marketing or niche marketing, because the

company just launches. When we use a single-segment concentration, we can catch a few
market shares easily, because we have a clear target group. From the covering with the
concentrated marketing, we are likely to achieve a strong market position, because of its
greater knowledge of consumer needs in the niches it serves. When we understand the
needs of particular consumers, it is beneficial to the customers that will pay the tuition
fees of their children willingly, even though price is high in order to their children has
been an excellent education. In addition, we will attend increasingly in the operation to
consider the promotion of market which penetrates into niche market. It can market more
34 | P a g e
efficiently, targeting its products or services, channels and communications programs

toward only consumers that can serve best and most profitably.
3.5.3 Positioning
“The international school is a school where was established for parents

who interested to provide the best education for their children. Phoenix
international school educates both an academic and a recreation for their children more
effectively as possible.”
Phoenix International School (PHIS)
Chiangrai International School (CRIS)
FLC
Positioning map
From the figure shows that Phoenix International School is high price and high
quality. We identify a set of possible customer value differences and competitive
advantages for using to build a position of product upon the competitors. We use the
product differentiation such as performance, conformance, reliability, customer training
and customer consulting. Furthermore, we also use people differentiation that we
hire staffs who are more professional than competitor (Native teachers such
as American, French and Japanese etc.). Therefore, we must set higher price because we
use higher cost for customers obtain the best education.
35 | P a g e
3.6 Sales forecast
Before we go to estimate the sales forecast, we will forecast the number of students in
the school for the 10 year. That‟s mean is we should know the number of student before done the
sales forecast at the follow this.
Everyone know and understand that “where are the school there students would have”
this is a very simple case, because students are our materials for use to products to be a good
products for their parents and for the social, so students is a thing that drive a school to be run in
the future.
The following graph show that‟s number of student for the long period, we expect that‟s
had 500 students within 10 years and add grade 9-12 at the year 6. in the beginning of the year in
the first semester there are 50 children or 80% form total number of first year, the reason we want
50 children that we just want 0.0001% of total richer families in Chiang rai (446,346) and
second semester will increase to 20% of total or 4 children the reason is we have very short time
to promote between vocational, so we just expect rise 20% of all. the second year we would like
to increase 15%, third year 20%, fourth year 25%, 30% in the year five until year ten, the concept
we use to forecast is the normal case, we would like to grow slowly and grow strong, because
school business is a long term business, it„s can‟t stop business we must to develop our self every
time and plan the basic of school strong for the future. About the goal, every education institute
would like to grow up strong and have strong a high potential, everyone graduate from here can
guarantee they are a potential person.
After we got the number of students for the ten year, now we are estimate the sale
revenue forecast, the graph shows it following. The sale revenue forecast of education business
school is a different from other business, because education business only has a way to get the
money from tuition cost and other application, entrance fee, annual fee tuition meals and
dormitory cost. There are two periods for register in the one year; it is first semester and second
semester, the first semester will have a lot cost for new students and the second semester just only
pay the tuition, meals and dormitory cost(only who stay in school). The different levels have to
pay different rate, we will show the cost for you.
36 | P a g e
Number of students per semester

Year 1 2 3 4 5 6 7 8 9 10
Semester 1 2 1 2 1 2 1 2 1 2 1 2 1 2 1 2 1 2 1 2
Kindergraten growth rate 14 17 20 21 23 24 27 28 31 33 36 38 41 41 46 46 50 50 55 55
Grade 1-3 growth rate 18 22 23 24 32 33 42 44 57 60 72 75 90 90 108 108 130 130 156 156
Total of number in 100% 50 60 83 87 109 116 141 149 187 197 279 293 347 350 416 416 495 495 589 589
Year 11 12 13 14 15
Semester 1 2 1 2 1 2 1 2 1 2
Kindergraten growth rate 58 0 61 0 64 0 67 0 70 0
Grade 1-3 growth rate 172 0 180 0 189 0 199 0 209 0
Total of number in 100% 645 0 677 0 711 747 784
37 | P a g e
growth rate per year
900
800
700
600
500
400 growth rate
per year
300
200
100
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Sale Forecast per semester
Year 1 2 3 4 5
semester 1 2 1 2 1 2 1 2 1 2
Kindergraten
Application 56,000 11,200 13,440 4,000 8,467 1,200 2,934 8,000 11,295 3,600
Admission fee 630,000 126,000 151,200 45,000 95,256 45,000 110,021 1,614,474 127,074 135,000
Tuition 910,000 1,092,000 1,310,400 1,375,920 1,513,512 1,589,188 1,748,106 1,835,512 2,019,063 2,120,016
38 | P a g e
Total cost 1,596,000 1,229,200 1,475,040 1,424,920 1,617,235 1,635,388 1,861,061 3,457,985 2,157,432 2,258,616
Semester grade 1-3
Application 72,000 14,400 6,720 4,000 29,333 8,000 33,366 8,000 52,552 12,000
Admission fee 810,000 162,000 75,600 45,000 329,994 90,000 375,368 90,000 591,205 135,000
Tuition 1,440,000 1,728,000 1,862,400 1,955,520 2,542,176 2,669,285 3,336,606 3,503,436 4,554,467 4,782,191
Total 2,322,000 1,904,400 1,944,720 2,004,520 2,901,503 2,767,285 3,745,340 3,601,436 5,198,224 4,929,191
semester grade 4-5
Application 40,000 8,000 50,400 4,000 30,996 4,000 36,937 8,000 58,176 12,000
Admission fee 500,000 100,000 630,000 50,000 387,450 50,000 461,711 100,000 727,195 150,000
Tuition 900,000 1,080,000 2,214,000 2,324,700 3,022,110 3,324,321 4,155,401 4,363,171 5,672,123 5,955,729
Total cost 1,440,000 1,188,000 2,894,400 2,378,700 3,440,556 3,378,321 4,654,049 4,471,171 6,457,494 6,117,729
semester grade 6-8
Application 32,000 8,000 21,120 4,000 18,749 4,000 21,327 4,000 33,590 8,000
Admission fee 560,000 140,000 369,600 70,000 328,104 70,000 373,218 70,000 587,819 140,000
Tuition 800,000 960,000 1,488,000 1,562,400 2,031,120 2,132,676 2,665,845 2,799,137 3,638,878 3,820,822
Total 1,392,000 1,108,000 1,878,720 1,636,400 2,377,973 2,206,676 3,060,390 2,873,137 4,260,287 3,968,822
semester grade 9-12
Application
Admission fee
Tuition
Total
Total sales 6,750,000 5,429,600 8,192,880 7,444,540 10,337,267 9,987,669 13,320,841 14,403,730 18,073,436 17,274,358
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Year 6 7 8 9 10
semester 1 2 1 2 1 2 1 2 1 2
Kindergraten
Application 3,914 12,000 15,068 0 16,575 0 18,233 0 20,056 0
Admission fee 146,770 135,000 169,520 0 186,472 0 205,119 0 225,631 0
Tuition 2,332,018 2,448,618 2,693,480 2,693,480 2,962,828 2,962,828 3,259,111 3,259,111 3,585,022 3,585,022
Total cost 2,482,702 2,595,618 2,878,068 2,693,480 3,165,875 2,962,828 3,482,463 3,259,111 3,830,709 3,585,022
Semester grade 1-3
Application 47,822 12,000 60,256 0 72,307 0 86,768 0 104,122 0
Admission fee 537,996 135,000 677,876 0 813,451 0 976,141 0 1,171,369 0
Tuition 5,738,629 6,025,560 7,230,672 7,230,672 8,676,807 8,676,807 10,412,168 10,412,168 12,494,601 12,494,601
Total 6,324,447 6,172,560 7,968,803 7,230,672 9,562,564 8,676,807 11,475,077 10,412,168 13,770,092 12,494,601
semester grade 4-5
Application 52,940 16,000 66,704 0 80,045 0 96,054 0 115,265 0
Admission fee 661,748 200,000 833,802 0 1,000,562 0 1,200,675 0 1,440,810 0
Tuition 7,146,875 7,504,218 9,005,062 9,005,062 10,806,074 10,806,074 12,967,289 12,967,289 15,560,747 15,560,747
Total cost 7,861,562 7,720,218 9,905,568 9,005,062 11,886,682 10,806,074 14,264,018 12,967,289 17,116,822 15,560,747
semester grade 6-8
Application 30,567 8,000 38,514 0 46,217 0 55,460 0 66,552 0
Admission fee 534,915 140,000 673,993 0 808,792 0 970,550 0 1,164,660 0
Tuition 4,584,987 4,814,236 5,777,083 5,777,083 6,932,500 6,932,500 8,319,000 8,319,000 9,982,800 9,982,800
Total 5,150,469 4,962,236 6,489,590 5,777,083 7,787,508 6,932,500 9,345,010 8,319,000 11,214,012 9,982,800
semester grade 9-12
Application 183,399 4,000 38,514 0 48,528 0 58,233 0 69,880 0
Admission fee 3,209,491 70,000 673,993 0 849,231 0 1,019,078 0 1,222,893 0
Tuition 6,877,480 7,221,354 8,665,625 9,098,906 10,918,688 10,918,688 13,102,425 13,102,425 15,722,910 15,722,910
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Total 10,270,370 7,295,354 9,378,132 9,098,906 11,816,446 10,918,688 14,179,736 13,102,425 17,015,683 15,722,910
Total sales 32,089,550 28,745,987 36,620,162 33,805,204 44,219,076 40,296,897 52,746,303 48,059,994 62,947,318 57,346,081
Year 11 12 13 14 15
semester 1 2 1 2 1 2 1 2 1 2
Kindergraten
Application 11,031 0 11,582 0 12,161 0 12,770 0 13,408 0
Admission fee 124,097 0 124,097 0 136,817 0 143,658 0 150,841 0
Tuition 3,764,273 3,764,273 3,952,487 3,952,487 4,150,111 4,150,111 4,357,617 4,357,617 4,575,498 4,575,498
Total cost 3,899,401 3,764,273 4,088,166 3,952,487 4,299,090 4,150,111 4,514,044 4,357,617 4,739,746 4,575,498
Semester grade 1-3
Application 62,473 0 34,360 0 36,078 0 37,882 0 39,776 0
Admission fee 702,821 0 386,552 0 405,879 0 426,173 0 447,482 0
Tuition 13,744,062 13,744,062 14,431,265 14,431,265 15,152,828 15,152,828 15,910,469 15,910,469 16,705,993 16,705,993
Total 14,509,356 13,744,062 14,852,177 14,431,265 15,594,785 15,152,828 16,374,525 15,910,469 17,193,251 16,705,993
semester grade 4-5
Application 69,159 0 38,037 0 39,939 0 41,936 0 44,033 0
Admission fee 864,486 0 475,467 0 499,241 0 524,203 0 550,413 0
Tuition 17,116,822 17,116,822 17,972,663 17,972,663 18,871,296 18,871,296 19,814,861 19,814,861 20,805,604 20,805,604
Total cost 18,050,467 17,116,822 18,486,168 17,972,663 19,410,476 18,871,296 20,381,000 19,814,861 21,400,050 20,805,604
semester grade 6-8
Application 39,931 0 21,962 0 23,060 0 24,213 0 25,424 0
Admission fee 698,796 0 384,338 0 403,555 0 423,732 0 444,919 0
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Tuition 10,981,080 10,981,080 11,530,134 11,530,134 12,106,641 12,106,641 12,711,973 12,711,973 13,347,571 13,347,571
Total 11,719,807 10,981,080 11,936,434 11,530,134 12,533,256 12,106,641 13,159,919 12,711,973 13,817,914 13,347,571
semester grade 9-12
Application 41,928 0 23,060 0 24,213 0 25,424 0 26,695 0
Admission fee 733,736 0 403,555 0 423,732 0 444,919 0 467,165 0
Tuition 17,295,201 17,295,201 18,159,961 18,159,961 19,067,959 19,067,959 20,021,357 20,021,357 21,022,425 21,022,425
Total 18,070,865 17,295,201 18,586,576 18,159,961 19,515,905 19,067,959 20,491,700 20,021,357 21,516,285 21,022,425
Total sales 66,249,896 62,901,438 67,949,521 66,046,510 71,353,512 69,348,835 74,921,187 72,816,277 78,667,247 76,457,091
Annual Sale Forecasting Sumary
Sales forecast
year 1 12,179,600
year 2 15,637,420
year 3 20,324,936
year 4 27,724,571
year 5 35,347,794
year 6 60,835,537
year 7 70,425,366
year 8 84,515,973
year 9 100,806,297
year 10 120,293,399
year 11 129,151,334
year 11 129,151,334
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year 12 133,996,031
year 13 140,702,347
year 14 147,737,465
year 15 155,124,338
Sale forecast
180,000,000
155,124,338
160,000,000 147,737,465
140,702,347
140,000,000 133,996,031
129,151,334
120,293,399
120,000,000
100,806,297
100,000,000
84,515,973
80,000,000 70,425,366
60,835,537
60,000,000
35,347,794
40,000,000 27,724,571
20,324,936
15,637,420
20,000,000 12,179,600
0
year 1 year 2 year 3 year 4 year 5 year 6 year 7 year 8 year 9 year 10 year 11 year 12 year 13 year 14 year 15
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Conclusion
Phoenix international school, our school provides many facilities for student and
using English language as a common language. Our school have two semester which not
the same as general Thai school. Study process Phoenix International Baccalaureate (IB)
as a school curriculum. Learning process and teaching process is designed by
International Baccalaureate Institution from New Zealand. About learning method;
- Primary school (Kindergarten 1- grade 5)

- Middle School (Grade 6-8)
- High School (grade 9-12)
Our school has many activity for student which everyone can choose the activity
that who are interest.

people who want to study international school. PHIS is high international standard school
using high standard curriculum called International Baccalaureate (IB). Our school have
Learning facility, Sport and Recreation Activities, Residence. About place Promotion
Discounts on tuition fees will be applied for siblings who are in the school at the same
time, as follows: 2nd child 5% , 3rd child 10%, 4th+ child 15%
STP analysis, we segment customers by use income of parents who have the
capacity to afford it. Our segmentation of customers was classified as follows income
from 50,000 to 75,000 baht, income from 75,000 to 100,000 baht and income higher than
100,000 Baht (per month). Our company selects concentrated marketing or niche
marketing, because the company just launches. The positioning of Phoenix International
School is high price and high quality. Sales forecast, we expect the number of student to
have 500 students within 10 years and add grade 9-12 at the year 6. in the beginning of
the year in the first semester there are 50 children or 80% form total number of first year,
the second year we would like to increase 15%, third year 20%, fourth year 25%, 30% in
the year five until year ten.
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CHAPTER 4
Technical Feasibility
Study
Production and Operation Analysis

Product Characteristics
Service Process
Investment Cost
Management Analysis
Competitor Analysis
Customer Analysis
Competitive Analysis
Marketing Mix/4Ps
STP Analysis
Sale Forecasting
Marketing Expenses
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4.1 Production and Operation Analysis
4.1.1 Product Characteristics
Phoenix International School or PHIS is a high standard international school.

PHIS is located in Chiangrai city area five minutes away from down town nearby
Chiangrai sport center. Our school is very easy to notice because school building is
beautiful and obvious western styles. Our school is surrounding by people residence,
facility and nature. Our school is using International Baccalaureate curriculum (IB) which
is an acceptable curriculum in every general schools and many famous universities
around the world. Students who graduate from our school can attend to any educational
institution around the world without admission examination.
Our school provided many facilities for student such as dormitories (male and
female are separated), stationary, and sport facilities etc. in the school campus. We have
standard securities system in school to safety of everyone in the school.
PHIS is using English language as a common language in school. Most of our

teachers are English native speaker except teachers who teach Thai culture subject they
have to be Thai but they should have high skills of English though. English Language is a
very important common language in the world. So, student around the world can come to
study at our school at learning everything in English. For Thai parent or non-native
English speakers who want to send their child to international school which using English
language, Phoenix International School is the best place to them.
4.1.2 Service process
Phoenix International School is an educational institution which provided

international education for Thai and Foreigner who lives in the northern part of Thailand.
School Admission
Our school have two semester which not the same as general Thai school. Our
first semester begins on August to December and the second semester begins on January
to June. Student can attend PHIS school in first or second semester but should attend
lease two weeks before school start. When student attend to our school at the first time,
they will take school placement test before start to study to evaluate educational skill and
adjust student to appropriate learning progress. Our placement test designed by
International Baccalaureate Institution in Switzerland for evaluates educational skills
follow by IB curriculum standard. Yet, every non-native English speaker students need to
take English placement test to evaluated English skills. If student do not pass the standard
of English skills, the student will required to study special English course to improve and
develop English before study any other subjects. English skills is the most important
skills for every students who need to study in Phoenix International School because every
subjects will taught in English language by qualify English native speaker teachers who
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graduated at least bachelor degree in specific subjects. So, non-English native speaker
students who do not pass English placement test should take special courses to develop
English skills.
Study process
Phoenix International School use International Baccalaureate (IB) as a school

curriculum. Learning process and teaching process is designed by International
Baccalaureate Institution from New Zealand. We apply some subject to the curriculum to
be more effective and appropriate to the local such as recreation activities and physical
education subjects. Students will have to take the exam two times per semester and the
big test want they study in the last year of academic level. Textbooks and school uniform
are available in stationary.
Our school is using study books from IB institution which is similar to the IB
school around the world. We Import all books from England and store some books at the
school. We import new books and update books every year.
Learning method
- Primary school (Kindergarten 1- Grade 5)

We use IB Primary Year Program (PYP) as curriculum framework. The
heart of program's philosophy is “a commitment to structured, purposeful inquiry
as the leading vehicle for learning”.
These are six themes of learning of student who study in primary school
level.
 who we are
 where we are in place and time
 how we express ourselves
 how the world works
 how we organize ourselves
 Sharing the planet.
This theme of study will help student learn to exploring and inquiry.
Student can learn from exploring outside class room, in the library or through the
internet by themselves. They can also integrate what they learn in class and apply
to daily life. Student will learn through these subjects;
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 Language (Student can choose only one between Spanish, French,

Chinese and Japanese as a second language)
 Social studies
 Mathematics
 Arts
 Science
 Personal, social and physical education.
The relation between study theme and subject will show in the figure
below
The five essential elements which are concepts, knowledge, skills,

attitudes, action are incorporated into this framework, so that students are given
the opportunity to:
4. gain knowledge that is relevant and of global significance

5. develop an understanding of concepts, which allows them to make
connections throughout their learning
6. acquire transdisciplinary and disciplinary skills
7. develop attitudes that will lead to international-mindedness
8. Take action as a consequence of their learning.
(The IB Primary Years Programme)
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- Middle School (Grade 6 – Grade 8)
We use IB Middle Year Program (MYP) for this level. We will emphasize to
expand depth and width of knowledge and follow 3 concepts base on of IB MYP
curriculum philosophy including to Intercultural awareness, Holistic learning, and
Communication. The figure below is MYP curriculum framework
(Middle Years Programme curriculum)
- High School (Grade 9 – Grade 12)
The IB Diploma Program is designed as an academically challenging and

prepares students in high school level to success at university and life beyond.
Aim of our school which using IBDP is lead student to the world's top-rank
universities.
In addition the program has three core requirements that are included to
broaden the educational experience and challenge students to apply their
knowledge and understanding.
o The extended essay is a requirement for students to engage in

independent research through an in-depth study of a question relating to
one of the subjects they are studying.
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o Theory of knowledge is a course designed to encourage each student to

reflect on the nature of knowledge by critically examining different ways
of knowing (perception, emotion, language and reason) and different kinds
of knowledge (scientific, artistic, mathematical and historical).
o Creativity, action, service requires that students actively learn from the
experience of doing real tasks beyond the classroom. Students can
combine all three components or do activities related to each one of them
separately.
This is the framework of IB Diploma Program (IBDP)
(Diploma Programme curriculum)
Sport Facilities and recreation activities
Phoenix International School provided Sport Facilities which included several

types of sport and activities for students. We encourage students to play alternative sports
and do activities by student interests by add some activities and sports into P.E. program
and recreation subject in different level. Student can choose to study at least one
interested sport and one recreation activities in every semester. Our school also provided
sport and activities club for students they can join many club at the same time as much as
they want. In addition, school will provide required sport and activities to students if we
have students who interested in the required sport and activities enough.
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At our gymnasium, we provided several indoor and outdoor sports equipment such as
table tennis, gymnastic, martial arts, footballs, soccer balls, basketballs, and Volleyballs
etc. Students can borrow those sport equipment from P.E. service room at the gymnasium
and return the equipment after use it. We provided soccer field, basketball court, three
tennis courts, and swimming pool for everyone.
We provided many recreation activities and facilities including to ballet room,

dancing room, musical room, and art room etc. students can use those facilities every
time they want. We encourage student to do at least one or two recreation activities to
strengthen learning process of students by add every activities into study curriculum in
different level.
Student Housing
Students can choose to stay at the school dormitory if they want. We provided
student‟s dormitory and teacher‟s residence inside the campus. Student‟s dormitories are
separate into male dormitory and female dormitory. Each dormitory have fifty rooms.
And the rooms can contain two students per room. We provide wireless internet for
student at the dormitory but we allow only above twelve years old students to bring
computer to their room. We also provided then computers for students who live at the
dormitory to use internet at the first floor of the dormitories. We have laundry service for
student and teacher at the residential area. They no need to pay for any additional service
because the all additional service cost is included in the hosing cost. In addition, school
has to provided securities service for student and teacher who live at the school such as
securities guard, CCTV and fire protection systems etc.
Payment Process
Parents should make payment for admission before school start. They can pay
directly at school administration department, using credit card or deposit to school
account through every bank around the world. Parents can also transfer money through
PayPal which is popular online banking to our PayPal accounts. Total expenses will be
informed directly to the parent when they have balance outstanding through email or
available contact channel. However, if parent have expectable problems about payment,
they should inform to administration department as soon as possible for prevents
following problems. If parent have problems about payment system, the payment can be
postpone. If parent do not have enough money at that time or face to difficult period
temporary, School might required them to pay as installments instead or provided
available scholarships or external financial support for students to decrease school
expenses.
Scholarships and Financial support
Every year, Phoenix International School provided scholarships and external

financial support for students to decrease educational expenses. Amount of the
scholarship and financial support is varying in every year depended on supporters of the
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school. However, school will suggest bank loan for those who need long-term money
supports.
In addition, parents who sent students to PHIS more than one student at the same
time, the school will offer tuition fee discount for those parents for decrease children
educational expenses. The rate of tuition fee discount is follow by the table below.
Student Discount rates

2nd child 5%
3rd child 10%
4th + child 15%
4.1.3 Location
Phoenix International School is located in Chiangrai city area five minutes away
from downtown. The school campus is covered twenty rai of land. It is located nearby
Chiangrai sport centers and village which is rich people live. Our school is easy to find
because the way to access our school is path to Chiangrai sport centers, a lot of people
travel through this way every day. Yet, our school building is beautiful and western styles
which different from building around. So, our school is very easy to notice by people. For
customers who live in another city, we provided school website for them and we put our
school address and map into the website.
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4.2 Facility Layout
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Administration Department
Teacher room
Conference room
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Auditorium
Languages sound lab
Lecture Room
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Kindergarten room
Science Room
Art room
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Music room
Library
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Playground
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Swimming Pool
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Tennis Court
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Student and teacher Dormitory
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First Aid room
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Canteen
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4.3 Investment cost
4.3.1 Pre operating cost
List Initial cost

Land 20 rai 60,000,000
Operating cost Initial cost

Mini-Bus 1,060,000
Administration cost Initial cost
All Building 500,000,000
Equipment 16,924,360
Library books 10,500,000
Total investment cost 588,484,360
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4.3.2 Building Cost
No. Title Cost
1 Building Construction Company Employment 6,000,000

2 Land Replacement 15,000,000
3 Dormitory 35,000,000
4 Class Room and Administration Building 35,000,000
5 Tennis Court 3,000,000
6 Soccer Field 3,000,000
7 School Wall and Gates 3,000,000
8 Gymnasium 150,000,000
9 Swimming Pool 150,000,000
10 Minimart 5,000,000
11 Stationary store 5,000,000
12 First Aid Room 5,000,000
13 Adjust surrounding Landscape 30,000,000
14 School road ways 20,000,000
15 Plumbing and Drain System 35,000,000
500,000,000
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Building Construction Company Employment
No. Title Cost per Unit Total Cost

1 Surrounding Survey 2,000,000 2,000,000
2 Land Survey 1,000,000 1,000,000
3 Budding Plan 500,000 500,000
4 Employ Architected and Engineering 2,500,000 2,500,000
Total 6,000,000
Land Replacement

1 Employ Subcontract to survey and 2,000,000 2,000,000
planning
2 Land replacement Detail planning 2,000,000 2,000,000
3 Employ Land replacement Company 11,000,000 11,000,000
Total 15,000,000
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Dormitory

1 Piling
Concrete 500,000 1,500,000
Metal Structure 333,000 1,000,000
2 Building Base
Concrete 500,000 1,500,000
3 Building’s First Floor
Concrete 500,000 1,000,000
4 Building’s Second Floor
Concrete 500,000 1,500,000
5 Building’s Third Floor
Concrete 500,000 1,500,000
6 Roofing
Concrete 333,000 1,000,000
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Roofing material 830,000 2,500,000

8 Building Decoration 2,300,000 7,000,000
9 Doors and Windows 666,000 2,000,000
10 Electricity System 1,600,000 5,000,000
11 Painting 666,000 2,000,000
12 Septic Tank 666,000 2,000,000
Total 35,000,000
Class Room and Administration Building

1 Piling
Concrete 750,000 1,500,000
2 Building Base
Concrete 750,000 1,500,000
3 Building’s First Floor
Concrete 500,000 1,000,000
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4 Building’s Second Floor
Concrete 750,000 1,500,000
5 Building’s Third Floor
Concrete 750,000 1,500,000
6 Roofing
Concrete 500,000 1,000,000
7 Metal Structure 500,000 1,000,000
Roofing material 1,250,000 2,500,000
8 Building Decoration 3,500,000 7,000,000
9 Doors and Windows 1,000,000 2,000,000
10 Electricity System 2,500,000 5,000,000
11 Painting 1,000,000 2,000,000
12 Septic Tank 1,250,000 2,000,000
Total 35,000,000
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Tennis Court
No. Total Cost per Unit Total Cost

1 Employ Sport Building Construction Company
Building and Installment 2,800,000 2,800,000
Tennis Court planning and Design 200,000 200,000
Total 3,000,000
Soccer Field

1 Employ Sport Building Construction Company
Building and Installment 2,800,000 2,800,000
Soccer planning and Design 200,000 200,000
Total 3,000,000
School Wall and Gates

1 Employ Building Construction Company
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Concert and Metal Structure 2,800,000 2,800,000

Wall Design and Decoration 200,000 200,000
Total 3,000,000
Gymnasium

1 Piling
Concrete 10,000,000 10,000,000
Metal Structure 10,000,000 10,000,000
2 Building Base
Concrete 10,000,000 10,000,000
Metal Structure 10,000,000 10,000,000
3 Building Structure
Concrete 15,000,000 15,000,000
Metal Structure 9,000,000 9,0000,000
6 Roofing
Concrete 30,000,000 30,000,000
Metal Structure 34,000,000 34,000,000
Roofing material 8,500,000 8,500,000
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8 Building Decoration
2,000,000 2,000,000
9 Doors and Windows
800,000 800,000
10 Electricity System
3,200,000 3,200,000
11 Painting
2,000,000 2,000,000
12 Septic Tank
100,000 100,000
14 Indoor Sport Court and Room
4,500,000 4,500,000
Total 150,000,000
Swimming Pool

1 Piling
Concrete
10,000,000 10,000,000
Metal Structure
7,000,000 7,000,000
2 Building Base
Concrete
15,000,000 15,000,000
Metal Structure
10,000,000 10,000,000
Concrete
10,000,000 10,000,000
Metal Structure
9,000,000 9,000,000
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6 Roofing
Concrete
25,000,000 25,000,000
Metal Structure
5,000,000 5,000,000
Roofing material
7,500,000 7,500,000
9,000,000 9,000,000
9 Doors and Windows
200,000 200,000
5,300,000 5,300,000
11 Painting
3,000,000 3,000,000
12 Septic Tank
4,000,000 4,000,000
14 Swimming Pool
30,000,000 30,000,000
Total 150,000,000
Minimart

1 Piling
Concrete
200,000 200,000
Metal Structure
200,000 200,000
2 Building Base
Concrete
200,000 200,000
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Metal Structure
400,000 400,000
Concrete
400,000 400,000
Metal Structure
400,000 400,000
6 Roofing
Concrete
1,000,000 1,000,000
Metal Structure
800,000 800,000
Roofing material
500,000 500,000
200,000 200,000
9 Doors and Windows
100,000 100,000
200,000 200,000
11 Painting
200,000 200,000
12 Septic Tank
200,000 200,000
Total 5,000,000
Stationary Store

1 Piling
Concrete
200,000 200,000
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Metal Structure
200,000 200,000
2 Building Base
Concrete
200,000 200,000
Metal Structure
400,000 400,000
Concrete
400,000 400,000
Metal Structure
400,000 400,000
6 Roofing
Concrete
1,000,000 1,000,000
Metal Structure
800,000 800,000
Roofing material
500,000 500,000
200,000 200,000
9 Doors and Windows
100,000 100,000
200,000 200,000
11 Painting
200,000 200,000
12 Septic Tank
200,000 200,000
Total 5,000,000
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First Aid Room

1 Piling
Concrete
200,000 200,000
Metal Structure
200,000 200,000
2 Building Base
Concrete
200,000 200,000
Metal Structure
400,000 400,000
Concrete
400,000 400,000
Metal Structure
400,000 400,000
6 Roofing
Concrete
1,000,000 1,000,000
Metal Structure
800,000 800,000
Roofing material
500,000 500,000
200,000 200,000
9 Doors and Windows
100,000 100,000
200,000 200,000
11 Painting
200,000 200,000
12 Septic Tank
200,000 200,000
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Total 5,000,000
Adjust surrounding Landscape

1 Landscape design and planning 2,000,000 2,000,000
2 Landscape decoration 8,000,000 8,000,000
3 Planting and Gardening 8,000,000 8,000,000
4 Outdoor Furniture 7,000,000 7,000,000
5 Plumbing system 2,000,000 2,000,000
6 Employ Building construction company 3,000,000 3,000,000
Total 30,000,000
School Road Ways

1 Adjust and Equalize Land Level 1,000,000 1,000,000
2 Land replacement 1,500,000 1,500,000
3 Concrete 4,000,000 4,000,000
4 Metal Structure 6,000,000 6,000,000
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5 Pavement 2,5000,000 2,5000,000

6 Employ road construction company 5,000,000 5,000,000
Total 20,000,000
Plumbing and Draining System

1 Planning 1,000,000 1,000,000
2 Digging 1,000,000 1,000,000
3 Plumbing and Draining System 11,000,000 11,000,000
4 Concrete and reservoir 3,000,000 3,000,000
5 Water treatment system 7,000,000 7,000,000
Concrete structure 5,000,000 5,000,000
Metal structure 7,000,000 7,000,000
Total 35,000,000
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4.3.3 Equipment and Tools
Auditorium
Display Product Units Price (THB) Total (THB)
Projector 1 17,000 17,000
Microphone
3 700 21,000
Ceiling Loudspeaker (Bosch) 4 420 1,680
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Audio mixer computer controller 1 25,000 25,000
Podium 1 2,500 2,500
Total cost: 67,180
Administration Department
Display Product Units Price(THB) Total(THB)
Table& chairs 1 1,200 1,200
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Drinking water Machine

1 2,300 2,300
Bother boiler 1 600 600
Desk 2 2,500 5,000
Chairs 3 800 2,400
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Bookshelf 1 1,750 1,750
1 2,500 2,500
Printer
Fax 1 4,200 4,200
copy print 1 28,500 28,500
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file cabinet 1 2,300 2,300
Telephone 8 320 2,560
Total cost: 53,310
Cafeteria
Canteen table 20 4,500 90,000
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Food display case 5 1,900 9,500
Smoke &Carbon Monoxide 2 7,300 14,600

Detector
Drinking water Machine 2 2,300 4,600
Total cost: 118,700
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Sport Equipment
Tennis Ball 50 Box 100 5,000
Table Tennis 2 25,000 50,000
.Soccer 12 680 8,160
Volleyball 12 720 8,640
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Basketball 12 950 11,400
ping-pong bat 5 350 1,750
Badminton 6 1,200 7,200
shuttle cock 5 200/ box 1,000
Jigsaw Mats 50 270 13,500
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Total cost: 101,650
Conferment room
conference table 1 12,000 12,000
Microphone & Loudspeakers 1 13,600 13,600
Projector 1 17,000 17,000
Computer 1 9,000 9,000
Total cost: 51,600
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First Aids Room
medicine cupboard 1 1,950 1,950
Medicine 1 About 5,000 5,000
Bed 3 980 2,940
Counter 1 3,000 3,000
Chairs 1 1,240 1,240
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Weighing apparatus 1 550 550
Total cost: 14,680
Dormitory
Desk 3 2,500 7,500
Clothes cabinet 3 1,500 4,500
Bad 3 980 2,940
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Chair 3 750 2,250
Total cost: 17,190 * 30 room = 515,700
Teacher resident
Clothes cabinet 1 1,500 1,500
Bad 1 980 980
Chair 1 800 800
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Table 1 700 700
Refrigerators 1 3,500 3,500
Total cost: 7,480 * 15 room = 112,200
Teacher Room
Table 30 700 21,000
Computer 40 9,000 360,000
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Copy print machine 1 28,500 28,500
Fax 1 4,200 4,200
Printer 2 2,500 5,000
Telephone 3 320 960
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File cabinet 6 1,700 10,200
Total cost: 429,860
Swimming pool
Lockers 3 22,400 67,200
Benches 4 3,000 12,000
Goggles 10 300 3,000
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Shelf 10 1,200 12,000
Total cost: 94,200
Art room
Display Product Units Price Total
Scissor 10 20 200
colored pencils 15 25 375
Poster color set 10 75 750
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Paper 1 525 525
Palette 5 20 100
Brush size 4 15 20 300
Brush size 10 15 50 750
Pencils 36 2.5 90
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Sharpener 2 250 500
Tables 15 2422 36,330
Cabinet 4 2300 9,200
Total cost: 49,120
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Music room
Picture Product Unit Price(THB) Total(THB)
grand piano 1 499,000 499,000
Violin 4 5,600 22,400
Vihuela 4 6,500 26,000
Double bass 4 30,000 120,000
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Cello 4 65,000 260,000
Flute 7 6,500 45,500
Timpani 2 15,400 30,800
Guitar acrostic 3 4,500 13,500
Bass guitar 2 5,500 11,000
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Key board 1 21,000 21,000
Drum 1 31900 31,900
Electric guitar 2 5,000 10,000
Microphone 3 700 2,100
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Loudspeakers 4 1,000 4,000
Chairs 30 850 25,500
tripod music note stand 6 250 1,500
Total cost: 1,122,700
Ballet room
Ceiling Loudspeaker (Bosch) 4 420 1,680
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Computer 1 9,000 9,000
Total cost: 10,680
Library room
Textbooks 350 30,000 10,500,000
book shelves 10 1,450 14,500
Computer 15 9,000 144,000
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Tables 12 2422 20,064
Chairs 48 850 40,800
Sofa 2 8,000 16,000
receptionist‟s desk 1 1,850 1,850
Telephone 1 379 379
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receptionist‟s computer 1 9,000 9,000
Printer 1 4,387 4,387
bar code scanner 1 2,700 2,700
Total cost: 10,753,680
Lecture Room Grade 1- 9
Digital whiteboard 1 78,270 78,270
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Computer 9 for nine room 19,800 19,800
lecture desk 30 1740 52,200
Teacher table 1 33,390 33,390
Total cost: 183,600 * 9 room = 1,652,400
Lecture room for kindergarten
Digital whiteboard 1 78,270 78,270
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Desks 8 16,230 129,840
TV 3 15,870 47,610
Toys Many kind of 30,000

toys
Table 1 33,390 33,390
Sinks 4 4770 19,080
Total cost: 338,190
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Science room
Hutch cabinet 2 20,310 40,620
Cabinet storage 1 36,150 36,150
Tote tray cabinet 1 132,630 132,630
Storage cabinet 1 35,550 35,550
microscope science lab cabinet 1 20,640 20,640
Chemical cabinet 1 8,650 8,650
Workstations 2 121,200 242,400
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digital whiteboard 1 unit 1 78,270 78,270
computer 1 unit 1 19,800 19,800

table 1
Total cost: 614,710
Language lab room
audio mixer 1 unit 1 31470 31,470
Computer 30 9,000 270,000
Computer desks 15 11,970 179,550
Earpiece 30 570 17,100
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Loudspeakers 4 420 1,680
Total cost: 499,800
Equipment Cost Summary

Auditorium 67,180
Administration Department 53,310
Cafeteria 118,700
Sport Equipment 101,650
Conferment room 51,600
First Aids Room 14,680
Dormitory 515,700
Teacher resident 112,200
Teacher Room 429,860
Swimming pool 94,200
Art room 49,120
Music room 1,122,700
Ballet room 10,680
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Library room 10,753,680

Lecture Room Grade 1- 9 1,652,400
Lecture room for kindergarten 338,190
Science room 614,710
Lab room 823,800
Total 16,924,360
Depreciation
Depreciation Initial cost Annual Depreciation Based years

Building 100,000,000 5,000,000 20
Equipment 15,455,560 3,091,112 5
Car 1,060,000 212,000 5
Computer 810,000 270,000 3
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4.4 Management analysis
4.4.1 Organization management
Company sets up organization management of Phoenix International School.A president

administrates business with one vice president. Company divided 2 parts. First, business
administration part, manager manages business administration. He controls three
departments.
- Financial and accounting composes four parts. Two financial officers plan
expenditure and allocate budget for each apartment then they summarize financial
statement to president. Two accountants record income and outcome of business.
Two marketers collect information about customer such as preference. One IT officer
checks program, school security and blog illegal pornography and illegal website.
- Clerk management, clerk is a head to control following as one Public Relation officer
who promotes and send messages to customers. One procurement officer operate
inventory and negotiate with suppliers. One maintenance officer checks up and fixes
broken equipment.
- Service management, service manager who control both securities guards and bus
driver. Five securities guards protect building and students. Two bus drivers take
students to destination such filed visit.
Officer Qualification
We select suited qualification for each position. We strict on checking background and
biography. We need officers who are suited qualification to achieve for each duty.
If some officers have some problems or good idea, they can tell secretary to improve or
develop organization in the future.
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President of Phoenix International School selects potential teachers and high

knowledge for many subjects. Teachers are ready to apply their knowledge to students.
There are seven parts.
- Part 1: three teachers for kindergarten who take care and teach their students.
- Part 2: five English teachers.
- Part 3: three teachers for mathematics.
- Part 4: three teachers for sociology.
- Part 5: three teachers for Thai culture.
- Part 6: three teachers for science.
- Part 7: five teachers for sport and recreation; three teachers for physical education,
two teachers for music and one teacher for art.
Teacher Qualification
According to Office of the Basic Education Commission, foreign teachers are qualified
following of Office of the Basic Education Commission‟s rule and school. If some of
teachers who are not English native speaker, they have to test IELTS 5.5/TOEFL 550/TOEIC
600. Government strict on fake certification which means that they protect foreigner who are
criminal. For Thai teachers, our school select Thai teachers who are suited qualification.
They are guarantee from university. We acquire work and crimination history. Parents trust
in international school standard in Thailand, so we emphasize on effective teachers.
When the teachers have problem or would like advice. They can contact with secretary of
academic. The secretary can bring information or feedback to academic manager. He applies
some comments to improve organization
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4.4.2 Organization chart
Organization Chart of Phoenix International School
school president
Vice President
Business
Administration Academy Manager
Manager
Secretary Secretary
Financial and
Kindergarten
Accounting
Financial Officer Accountant English Teacher
Marketing Math
IT Social subject
Clerk Manager Thai Cuture
Public Relation Procurement Maintainance Science
Sport and
Janitors Recreation
Service Manager Physical Education Music Art
Securities guard Bus Driver
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4.4.3 Faculty Members
No. Title Amount

1. School President 1
2. Vice President 1
3. Business administration manager 1
4. Secretary of business administration manager 1
5. Financial officer 2
6. Accounting officer 2
7. Marketing officer 2
8. IT officer 1
9. Clerk manager 1
10. Public relation officer 1
11. Procurement officer 1
12. Maintenance officer 1
13. Janitors 2
14. Service manager 1
15. Security guard 5
16. Bus Driver 2
17. Academic manager 1
18. Secretary of academy manager 1
19. Kindergarten Teacher 3
20. English Teacher 5
21. Math teacher 3
22. Social subject teacher 3
23. Thai cultural teacher 3
24. Scientific teacher 3
25. P.E. teacher 3
27. Music Teacher 2
28. Art Teacher 1
Total Faculty members 53
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Conclusion
Phoenix International School or PHIS is a high standard international school. PHIS

is located in Chiang Rai city area five minutes away from down town nearby Chiang Rai
sport center. Our school is surrounding by people residence, facility and nature. Our school
is using International Baccalaureate curriculum (IB). Students graduated from our school
who can attend to any educational institution around the world without admission
examination. Our school provided many facilities for student such as dormitories (male and
female are separated), stationary, and sport facilities etc. in the school campus. We have
standard securities system in school to safety of everyone in the school. We set up School
Admission. Our first semester begins on August to December and the second semester
begins on January to June. Before students start to study that they evaluate educational skill
and adjust student to appropriate learning progress. Study process; we apply some subject to
the curriculum to be more effective and appropriate to the local such as recreation activities
and physical education subjects. Our school is using study books from IB institution which is
similar to the IB school around the world. We Import all books from England and store some
books at the school. We import new books and update books every year. Student Housing;
we provided student‟s dormitory and teacher‟s residence inside the campus. Student‟s
dormitories are separate into male dormitory and female dormitory. Payment Process;
parents should make payment for admission before school start. They can pay directly at
school administration department, using credit card or deposit to school account through
every bank around the world. And Scholarships and Financial support; every year, Phoenix
International School provided scholarships and external financial support for students to
decrease educational expenses. Our school provide facility layout including Administration
Department, Teacher room, Conference room, Auditorium, Languages sound lab, Soccer
Field, Playground, Swimming Pool and Changing room. Organization management;
company sets up organization management of Phoenix International School. A president
administrates business with one vice president. Company divided 2 parts. First, business
administration part, manager manages business administration. He controls three
departments. And, academic part; our company selects potential teachers who have high
knowledge for many subjects. Teachers are ready to apply their knowledge to students.
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CHAPTER 5
Financial Analysis
Total requirement and the source of fund

Financial Ratios
Financial Statement
Income statement
Statement of Cash flow
Balance Sheet
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5.1 Total requirement and the source of fund
The first of investment cost at the following. Owner capital at the beginning is 590,000,000 baht
land 20 rai 60,000,000

All building cost 500,000,000
Equipment 16,924,360
Library books 10,500,000
Mini-Bus 1,280,000
computer 882,000
Total cost 589,586,360
This table represents the total investment cost of this project that has the land 20 rai 60,000,000 THB and building cost about
500,000,000 THB, the all of education and total office room equipments are 16,924,360 THB, Mini-Bus 1,280,000 THB, computer 882,000 and
last one is books use in library about 10,500,000. All of the cost that use for this project is use real money by investor money at the same time we
need to borrow from bank for the third year, the reason is will show at the following.
5.2 Financial Statement
There are 3 main statements in the financial analysis which are income statement, statement of cash flow, and the balance sheet
5.2.1 Income statement
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Income statement is the importance statement for the company that shows the information about the performance of the company. The
importance thing in these parts is sales, expense and net income, for the non-profit organization the transaction is different from other business,
most revenue is come from tuition and other fees, and we will talking about
Revenue, transaction record non-organization is different from other, we got the money in the first month, but we can‟t record to be
revenue if we didn‟t finish a service, so when we put the number into net income, we have to separate total income to divide by 5 month and
record to revenue every month after you have service already. The number of sales is come from chapter 3 in sales forecast, in this parts is
telling about the total sales in one semester, the sales number only come from cash, didn‟t have on credit, and the sales will increasing follow the
number of students per year. In this part our company has only part of revenue which is tuition and fees. Tuition is come from total student in
every year and total fees from new students every year.
Expense, Expense for school business is different for other business, because we just have the instruction, salary, administration cost and
IB education fees.
The education fee is a copyright cost that we must pay for IB education organization every year. In this case we must pay for Diploma
program me $10,000, Middle years program me $8,400 and Primary years program me $7,300 to IB education organization, and other cost is
about the depreciation, the depreciation we separate the building is 20 minimum base year, equipment 5 year, car 10 year and computer 5 year to
put the depreciation on the income statement that is different and the building is enough to use over in ten year. About the salary, there are 57
workers in organization including president teacher and other position. in the In the year 1-5 we loss the money every year, the reason is we
invest a lot of cost in the first year and we use real money from investor, but in the opposite way our revenue is not enough to pay for instruction
salary, for this reason we need to borrow from bank. Because our business is on the introduction situation, we lose money, we have a lot of
expense in every month and we have more cash flow in beginning.
Very different thing in this part is taxation, according to the Thai civil commercial law in the section of 42(17) and section 125 in
(B.E.2509) that the taxation need not to pay but only the income from education, so we have 0% tax.
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Income statement
Year 1
Month Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Revenue
Revenue (Tuition) - - - - - - - 810,000 810,000 810,000 810,000 810,000
Total fees - - - - - - - 2,700,000 0 0 0 0
sponsorship 4,000,000
Fund raising 7,000,000
Total revenue - - - - - - - 14,510,000 810,000 810,000 810,000 810,000
Expense - - - - - - -
IB education fees - - - - - - - 711,039 0 0 0 0
Insurance 17,412
Instruction and administration cost - - - - - - - 1,884,000 1,884,000 1,884,000 1,884,000 1,884,000
Foods 35,000 52,500 40,000 50,000 32,500
Utility cost - - - - - - - 100,000 100,000 100,000 100,000 100,000
Marketing cost - - - - - - -
Radio - - - - - - - 1,000 1,000 1,000 1,000 1,000
Depreciation - - - - - - - - - - - -
Building 595,833 595,833 595,833 595,833 595,833
Equipment 267,373 267,373 267,373 267,373 267,373
Car 10,667 10,667 10,667 10,667 10,667
Computers 14,700 14,700 14,700 14,700 14,700
Total expense - - - - - - - 3,637,024 2,926,073 2,913,573 2,923,573 2,906,073
EBIT - - - - - - - 10,872,976 -2,116,073 -2,103,573 -2,113,573 -2,096,073
Interest expense 5% - - - -
Tax 0% - - - - - - -
Net income - - - - - - - 10,872,976 -2,116,073 -2,103,573 -2,113,573 -2,096,073
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Income statement
Year 2
Revenue
Revenue (Tuition) 972,000 972,000 972,000 972,000 972,000 1,374,960 1,374,960 1,374,960 1,374,960 1,374,960
Total fees 569,600 0 0 0 0 1,318,080 0 0 0 0
sponsorship 3,000,000 5,000,000
Fund raising 4,000,000 7,000,000
Total revenue 8,541,600 972,000 972,000 972,000 972,000 0 0 14,693,040 1,374,960 1,374,960 1,374,960 1,374,960
Expense
IB education fees 0 0 0 0 0 711,039 0 0 0 0
Insurance 25,379
Instruction and
administration cost 1,884,000 1,884,000 1,884,000 1,884,000 1,884,000 1,884,000 1,884,000 1,884,000 1,884,000 1,884,000 1,884,000 1,884,000
Foods 45000 57000 54000 57000 27000 58044 87066 66336 82920 53898
Utility cost 50,000 100,000 100,000 100,000 100,000 50,000 10,000 50,000 100,000 100,000 100,000 100,000
Marketing cost
Radio 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000
Depreciation - - - - - - - - - - - -
Building 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833
Equipment 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373
Car 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667
Computers 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700
Total expense 2,868,573 2,930,573 2,927,573 2,930,573 2,900,573 2,823,573 2,783,573 3,618,035 2,960,639 2,939,909 2,956,493 2,927,471
EBIT 5,673,027 -1,958,573 -1,955,573 -1,958,573 -1,928,573 -2,823,573 -2,783,573 11,075,005 -1,585,679 -1,564,949 -1,581,533 -1,552,511
Interest expense 5% - - - - - - 883,333 883,333 883,333 883,333 883,333
Tax 0% 0 0 0 0 0 0 0 0 0 0 0 0
Net income 5,673,027 -1,958,573 -1,955,573 -1,958,573 -1,928,573 -2,823,573 -2,783,573 10,191,672 -2,469,012 -2,448,282 -2,464,866 -2,435,844
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Income statement
Year 3
Revenue
Revenue (Tuition) 1,443,708 1,443,708 1,443,708 1,443,708 1,443,708 1,821,784 1,821,784 1,821,784 1,821,784 1,821,784
Total fees 226,000 0 0 0 0 1,228,349 0 0 0 0
sponsorship 3,500,000 4,000,000
Fund raising 5,000,000 6,000,000
Total revenue 10,169,708 1,443,708 1,443,708 1,443,708 1,443,708 0 0 13,050,132 1,821,784 1,821,784 1,821,784 1,821,784
Expense
IB education fees - 711,039
Insurance 33,968
Instruction and
Foods 65299.5 82712.7 78359.4 82712.7 39179.7 76267 114400 87162 108952 70819
Utility cost 50,000 100,000 100,000 100,000 100,000 50,000 10,000 50,000 100,000 100,000 100,000 100,000
Marketing cost
Radio 1,000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000
Depreciation - - - - - - - - - - - -
Building 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833
Equipment 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373
Car 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667
Computers 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700
Total expense 2,888,872 2,956,285 2,951,932 2,956,285 2,912,752 2,823,573 2,783,573 3,644,846 2,987,972 2,960,734 2,982,525 2,944,392
EBIT 7,280,836 -1,512,577 -1,508,224 -1,512,577 -1,469,044 -2,823,573 -2,783,573 9,405,286 -1,166,189 -1,138,951 -1,160,741 -1,122,608
Interest expense 5% 883,333 883,333 883,333 883,333 883,333 883,333 883,333 883,333 883,333 883,333 883,333 883,333
Tax 0% 0 0 0 0 0 0 0 0 0 0 0 0
Net income 6,397,503 -2,395,911 -2,391,557 -2,395,911 -2,352,378 -3,706,906 -3,666,906 8,521,953 -2,049,522 -2,022,284 -2,044,075 -2,005,941
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Income statement
Year 4
Revenue
Revenue (Tuition) 1,943,094 1,943,094 1,943,094 1,943,094 1,943,094 2,381,192 2,381,192 2,381,192 2,381,192 2,381,192
Total fees 272,200 0 0 0 0 1,414,882 0 0 0 0
sponsorship 4,000,000 4,000,000
Fund raising 4,000,000 5,000,000
Total revenue 10,215,294 1,943,094 1,943,094 1,943,094 1,943,094 12,796,074 2,381,192 2,381,192 2,381,192 2,381,192
Expense
Insurance 43,562
Instruction and
administration cost 87059 110275 104471 110275 52235 99002 148503 113145 141431 91930
Foods
Utility cost 1,000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000
Marketing cost 1,884,000 1,884,000 1,884,000 1,884,000 1,884,000 1,884,000 1,884,000 1,884,000 1,884,000 1,884,000 1,884,000 1,884,000
Radio 50,000 100,000 100,000 100,000 100,000 50,000 10,000 50,000 100,000 100,000 100,000 100,000
Depreciation
Building 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833
Equipment 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373
Car 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667
Computers 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700
Total expense 2,910,632 2,983,847 2,978,044 2,983,847 2,925,808 2,823,573 2,783,573 3,677,176 3,022,075 2,986,718 3,015,004 2,965,503
EBIT 7,304,662 -1,040,754 -1,034,950 -1,040,754 -982,714 -2,823,573 -2,783,573 9,118,898 -640,884 -605,526 -633,812 -584,311
Interest expense 5% 883,333 883,333 883,333 883,333 883,333 883,333 883,333 883,333 883,333 883,333 883,333 883,333
Tax 0% 0 0 0 0 0 0 0 0 0 0 0 0
Net income 6,421,329 -1,924,087 -1,918,283 -1,924,087 -1,866,048 -3,706,906 -3,666,906 8,235,565 -1,524,217 -1,488,859 -1,517,145 -1,467,644
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Income statement
Year 5
Revenue
Revenue (Tuition) 2,500,251 2,500,251 2,500,251 2,500,251 2,500,251 3,176,906 3,176,906 3,176,906 3,176,906 3,176,906
Total fees 1,902,474 0 0 0 0 2,188,905 0 0 0 0
sponsorship 3,000,000 5,000,000
Fund raising 5,000,000 5,000,000
Total revenue 12,402,725 2,500,251 2,500,251 2,500,251 2,500,251 15,365,811 3,176,906 3,176,906 3,176,906 3,176,906
Expense
Insurance 57,891
Instruction and
Foods 111377 141078 133652 141078 66826 131184 196776 149925 187406 121814
Utility cost 50,000 100,000 100,000 100,000 100,000 50,000 10,000 50,000 100,000 100,000 100,000 100,000
Marketing cost
Radio 1,000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000
Depreciation
Building 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833
Equipment 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373
Car 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667
Computers 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700
Total expense 2,934,950 3,014,650 3,007,225 3,014,650 2,940,399 2,823,573 2,783,573 3,723,687 3,070,349 3,023,497 3,060,978 2,995,386
EBIT 9,467,775 -514,399 -506,974 -514,399 -440,148 -2,823,573 -2,783,573 11,642,124 106,558 153,409 115,928 181,520
Interest expense 5% 883,333 883,333 883,333 883,333 883,333 883,333 883,333
Tax 0% 0 0 0 0 0 0 0 0 0 0 0 0
Net income 8,584,442 -1,397,732 -1,390,307 -1,397,732 -1,323,481 -3,706,906 -3,666,906 11,642,124 106,558 153,409 115,928 181,520
125 | P a g e
Income statement
Year 6
Revenue
Revenue (Tuition) 3,335,752 3,335,752 3,335,752 3,335,752 3,335,752 5,335,998 5,335,998 5,335,998 5,335,998 5,335,998
Total fees 595,600 0 0 0 0 2,016,672 0 0 0 0
sponsorship 3,000,000 4,000,000
Fund raising 5,000,000 5,000,000
Total revenue 11,931,352 3,335,752 3,335,752 3,335,752 3,335,752 0 0 16,352,669 5,335,998 5,335,998 5,335,998 5,335,998
Expense
Insurance 86,478
Instruction and
Foods 147582 186937 177098 186937 88549 195104 292655 222976 278720 181168
Utility cost 50,000 100,000 100,000 100,000 100,000 50,000 10,000 50,000 100,000 100,000 100,000 100,000
Marketing cost
Radio 1,000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000
Depreciation
Building 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833
Equipment 160,424 160,424 160,424 160,424 160,424 160,424 160,424 160,424 160,424 160,424 160,424 160,424
Car 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667
Computers 11,760 11,760 11,760 11,760 11,760 11,760 11,760 11,760 11,760 11,760 11,760 11,760
Total expense 2,861,266 2,950,621 2,940,782 2,950,621 2,852,233 2,713,684 2,673,684 3,706,304 3,056,339 2,986,659 3,042,403 2,944,851
EBIT 9,070,086 385,131 394,970 385,131 483,519 -2,713,684 -2,673,684 12,646,365 2,279,658 2,349,338 2,293,594 2,391,146
Interest expense 5%
Tax 0% 0 0 0 0 0 0 0 0 0 0 0 0
Net income 9,070,086 385,131 394,970 385,131 483,519 -2,713,684 -2,673,684 12,646,365 2,279,658 2,349,338 2,293,594 2,391,146
126 | P a g e
Income statement
Year 7
Revenue
Revenue (Tuition) 5,602,797 5,602,797 5,602,797 5,602,797 5,602,797 6,674,385 6,674,385 6,674,385 6,674,385 6,674,385
Total fees 658,000 0 0 0 0 2,535,732 0 0 0 0
sponsorship 4,000,000 5,000,000
Fund raising 6,000,000 6,000,000
Total revenue 16,260,797 5,602,797 5,602,797 5,602,797 5,602,797 0 0 20,210,117 6,674,385 6,674,385 6,674,385 6,674,385
Expense
Insurance 103,642
Instruction and
Foods 219492 278023 263390 278023 131695 243194 364790 277936 347419 225823
Utility cost 50,000 100,000 100,000 100,000 100,000 50,000 10,000 50,000 100,000 100,000 100,000 100,000
Marketing cost
Radio 1,000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000
Depreciation
Building 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833
Equipment 160,424 160,424 160,424 160,424 160,424 160,424 160,424 160,424 160,424 160,424 160,424 160,424
Car 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667
Computers 11,760 11,760 11,760 11,760 11,760 11,760 11,760 11,760 11,760 11,760 11,760 11,760
Total expense 2,933,175 3,041,706 3,027,074 3,041,706 2,895,379 2,713,684 2,673,684 3,771,558 3,128,474 3,041,619 3,111,103 2,989,506
EBIT 13,327,622 2,561,091 2,575,724 2,561,091 2,707,419 -2,713,684 -2,673,684 16,438,559 3,545,911 3,632,765 3,563,282 3,684,878
Interest expense 5%
Tax 0% 0 0 0 0 0 0 0 0 0 0 0 0
Net income 13,327,622 2,561,091 2,575,724 2,561,091 2,707,419 -2,713,684 -2,673,684 16,438,559 3,545,911 3,632,765 3,563,282 3,684,878
127 | P a g e
Income statement
Year 8
Revenue
Revenue (Tuition) 6,761,041 6,761,041 6,761,041 6,761,041 6,761,041 8,059,379 8,059,379 8,059,379 8,059,379 8,059,379
Total fees 0 0 0 0 0 3,024,420 0 0 0 0
sponsorship 3,000,000 4,000,000
Fund raising 5,000,000 5,000,000
Total revenue 14,761,041 6,761,041 6,761,041 6,761,041 6,761,041 0 0 20,083,799 8,059,379 8,059,379 8,059,379 8,059,379
Expense
Insurance 123,272
Instruction and
Foods 262731 332793 315277 332793 157639 291358 437037 332981 416226 270547
Utility cost 50,000 100,000 100,000 100,000 100,000 50,000 10,000 50,000 100,000 100,000 100,000 100,000
Marketing cost
Radio 1,000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000
Depreciation
Building 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833
Equipment 160,424 160,424 160,424 160,424 160,424 160,424 160,424 160,424 160,424 160,424 160,424 160,424
Car 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667
Computers 11,760 11,760 11,760 11,760 11,760 11,760 11,760 11,760 11,760 11,760 11,760 11,760
Total expense 2,976,415 3,096,476 3,078,961 3,096,476 2,921,322 2,713,684 2,673,684 3,839,353 3,200,721 3,096,664 3,179,909 3,034,230
EBIT 11,784,626 3,664,565 3,682,080 3,664,565 3,839,719 -2,713,684 -2,673,684 16,244,446 4,858,659 4,962,715 4,879,470 5,025,149
Interest expense 5%
Tax 0% 0 0 0 0 0 0 0 0 0 0 0 0
Net income 11,784,626 3,664,565 3,682,080 3,664,565 3,839,719 -2,713,684 -2,673,684 16,244,446 4,858,659 4,962,715 4,879,470 5,025,149
128 | P a g e
Income statement
Year 9
Revenue
Revenue (Tuition) 8,059,379 8,059,379 8,059,379 8,059,379 8,059,379 9,611,999 9,611,999 9,611,999 9,611,999 9,611,999
Total fees 0 0 0 0 0 3,608,999 0 0 0 0
sponsorship 3,000,000 5,000,000
Fund raising 5,000,000 6,000,000
Total revenue 16,059,379 8,059,379 8,059,379 8,059,379 8,059,379 0 0 24,220,998 9,611,999 9,611,999 9,611,999 9,611,999
Expense
Insurance 146,719
Instruction and
Foods 312169 395415 374603 395415 187302 346439 519658 395930 494913 321693
Utility cost 50,000 100,000 100,000 100,000 100,000 50,000 10,000 50,000 100,000 100,000 100,000 100,000
Marketing cost
Radio 1,000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000
Depreciation
Building 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833
Equipment 160,424 160,424 160,424 160,424 160,424 160,424 160,424 160,424 160,424 160,424 160,424 160,424
Car 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667
Computers 11,760 11,760 11,760 11,760 11,760 11,760 11,760 11,760 11,760 11,760 11,760 11,760
Total expense 3,025,853 3,159,098 3,138,287 3,159,098 2,950,985 2,713,684 2,673,684 3,917,880 3,283,342 3,159,614 3,258,596 3,085,377
EBIT 13,033,526 4,900,281 4,921,093 4,900,281 5,108,394 -2,713,684 -2,673,684 20,303,118 6,328,657 6,452,385 6,353,402 6,526,622
Interest expense 5%
Tax 0% 0 0 0 0 0 0 0 0 0 0 0 0
Net income 13,033,526 4,900,281 4,921,093 4,900,281 5,108,394 -2,713,684 -2,673,684 20,303,118 6,328,657 6,452,385 6,353,402 6,526,622
129 | P a g e
Income statement
Year 10
Revenue
Revenue (Tuition) 9,611,999 9,611,999 9,611,999 9,611,999 9,611,999 11,469,216 11,469,216 11,469,216 11,469,216 11,469,216
Total fees 0 0 0 0 0 4,308,464 0 0 0 0
sponsorship 4,000,000 5,000,000
Fund raising 5,000,000 6,000,000
Total revenue 18,611,999 9,611,999 9,611,999 9,611,999 9,611,999 0 0 26,777,680 11,469,216 11,469,216 11,469,216 11,469,216
Expense
Insurance 174,734
Instruction and
Foods 371185 470167 445421 470167 222711 412217 618325 471105 588881 382773
Utility cost 50,000 100,000 100,000 100,000 100,000 50,000 10,000 50,000 100,000 100,000 100,000 100,000
Marketing cost
Radio 1,000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000
Depreciation
Building 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833
Equipment 160,424 160,424 160,424 160,424 160,424 160,424 160,424 160,424 160,424 160,424 160,424 160,424
Car 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667
Computers 11,760 11,760 11,760 11,760 11,760 11,760 11,760 11,760 11,760 11,760 11,760 11,760
Total expense 3,084,868 3,233,851 3,209,105 3,233,851 2,986,394 2,713,684 2,673,684 4,011,674 3,382,009 3,234,789 3,352,565 3,146,456
EBIT 15,527,131 6,378,148 6,402,894 6,378,148 6,625,604 -2,713,684 -2,673,684 22,766,007 8,087,207 8,234,428 8,116,651 8,322,760
Interest expense 5%
Tax 0% 0 0 0 0 0 0 0 0 0 0 0 0
- -
Net income 15,527,131 6,378,148 6,402,894 6,378,148 6,625,604 2,713,684 2,673,684 22,766,007 8,087,207 8,234,428 8,116,651 8,322,760
130 | P a g e
Income statement
Year 12
Revenue
Revenue (Tuition) 12,580,288 12,580,288 12,580,288 12,580,288 12,580,288 13,209,302 13,209,302 13,209,302 13,209,302 13,209,302
Total fees 1,476,396
sponsorship 6,000,000 7,000,000
Fund raising 7,000,000 8,000,000
Total revenue 25,580,288 12,580,288 12,580,288 12,580,288 12,580,288 29,685,698 13,209,302 13,209,302 13,209,302 13,209,302
Expense
Insurance 201,050
Instruction and
Foods 483759 612761 580511 612761 290255 0 0 474084 711125 541810 677262 440220
Utility cost 50,000 100,000 100,000 100,000 100,000 50,000 10,000 50,000 100,000 100,000 100,000 100,000
Marketing cost
Radio 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000
Depreciation
Building 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833
Equipment 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373
Car 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667
Computers 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700
Total expense 3,307,331 3,486,334 3,454,083 3,486,334 3,163,828 2,823,573 2,783,573 4,209,746 3,584,698 3,415,383 3,550,835 3,313,793
EBIT 22,272,956 9,093,954 9,126,204 9,093,954 9,416,460 -2,823,573 -2,783,573 25,475,952 9,624,604 9,793,919 9,658,467 9,895,509
Interest expense 5%
Tax 0%
Net income 22,272,956 9,093,954 9,126,204 9,093,954 9,416,460 -2,823,573 -2,783,573 25,475,952 9,624,604 9,793,919 9,658,467 9,895,509
131 | P a g e
Income statement
Year 13
Revenue
Revenue (Tuition) 13,209,302 13,209,302 13,209,302 13,209,302 13,209,302 13,869,767 13,869,767 13,869,767 13,869,767 13,869,767
sponsorship 6,000,000 8,000,000
Fund raising 9,000,000 10,000,000
Total revenue 28,209,302 13,209,302 13,209,302 13,209,302 13,209,302 33,426,498 13,869,767 13,869,767 13,869,767 13,869,767
Expense
Insurance 211,103
Instruction and
Foods 507947 643399 609536 643399 304768 497788 746682 568900 711125 462232
Utility cost 50,000 100,000 100,000 100,000 100,000 50,000 10,000 50,000 100,000 100,000 100,000 100,000
Marketing cost
Radio 1,000 1000 1000 1000 1000 1,000 1000 1000 1000 1000 1,000 1000
Depreciation
Building 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833
Equipment 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373
Car 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667
Computers 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700
Total expense 3,331,519 3,516,972 3,483,109 3,516,972 3,178,341 2,823,573 2,783,573 4,243,502 3,620,254 3,442,473 3,584,698 3,335,804
EBIT 24,877,783 9,692,330 9,726,193 9,692,330 10,030,961 -2,823,573 -2,783,573 29,182,995 10,249,513 10,427,294 10,285,069 10,533,963
Interest expense 5%
Tax 0%
Net income 24,877,783 9,692,330 9,726,193 9,692,330 10,030,961 -2,823,573 -2,783,573 29,182,995 10,249,513 10,427,294 10,285,069 10,533,963
132 | P a g e
Income statement
Year 14
Revenue
Revenue (Tuition) 13,869,767 13,869,767 13,869,767 13,869,767 13,869,767 14,563,255 14,563,255 14,563,255 14,563,255 14,563,255
sponsorship 6,000,000 7,000,000
Fund raising 9,000,000 10,000,000
Total revenue 28,869,767 13,869,767 13,869,767 13,869,767 13,869,767 33,197,823 14,563,255 14,563,255 14,563,255 14,563,255
Expense
Insurance 221,658
Instruction and
Foods 533344 675569 640013 675569 320006 522677 784016 597345 746682 485343
Utility cost 50,000 100,000 100,000 100,000 100,000 50,000 10,000 50,000 100,000 100,000 100,000 100,000
Marketing cost
Radio 1,000 1000 1000 1000 1000 1,000 1000 1000 1000 1000 1,000 1000
Depreciation
Building 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833
Equipment 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373
Car 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667
Computers 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700
Total expense 3,356,917 3,549,142 3,513,586 3,549,142 3,193,579 2,823,573 2,783,573 4,278,947 3,657,588 3,470,918 3,620,254 3,358,916
EBIT 25,512,850 10,320,625 10,356,182 10,320,625 10,676,188 -2,823,573 -2,783,573 28,918,876 10,905,667 11,092,337 10,943,001 11,204,340
Interest expense 5%
Tax 0%
Net income 25,512,850 10,320,625 10,356,182 10,320,625 10,676,188 -2,823,573 -2,783,573 28,918,876 10,905,667 11,092,337 10,943,001 11,204,340
133 | P a g e
Income statement
Year 15
Revenue
Revenue (Tuition) 14,563,255 14,563,255 14,563,255 14,563,255 14,563,255 15,291,418 15,291,418 15,291,418 15,291,418 15,291,418
sponsorship 7,000,000 8,000,000
Fund raising 11,000,000 12,000,000
Total revenue 32,563,255 14,563,255 14,563,255 14,563,255 14,563,255 37,007,714 15,291,418 15,291,418 15,291,418 15,291,418
Expense
Insurance 232,741
Instruction and
Foods 560011 709348 672014 709348 336007 548811 823217 627213 784016 509610
Utility cost 50,000 100,000 100,000 100,000 100,000 50,000 10,000 50,000 100,000 100,000 100,000 100,000
Marketing cost
Radio 1,000 1000 1000 1000 1000 1,000 1000 1000 1000 1000 1,000 1000
Depreciation
Building 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833 595,833
Equipment 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373 267,373
Car 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667 10,667
Computers 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700 14,700
Total expense 3,383,584 3,582,920 3,545,586 3,582,920 3,209,579 2,823,573 2,783,573 4,316,164 3,696,789 3,500,785 3,657,588 3,383,183
EBIT 29,179,672 10,980,335 11,017,669 10,980,335 11,353,676 -2,823,573 -2,783,573 32,691,550 11,594,629 11,790,633 11,633,830 11,908,235
Interest expense 5%
Tax 0%
Net income 29,179,672 10,980,335 11,017,669 10,980,335 11,353,676 -2,823,573 -2,783,573 32,691,550 11,594,629 11,790,633 11,633,830 11,908,235
134 | P a g e
Annual Income Statement
Year 1 2 3 4 5
Semester 1 2 1 2 1 2 1 2 1 2
Revenue
Tuition 4,050,000 4,860,000 6,874,800 7,218,540 9,108,918 9,715,469 11,905,959 12,501,257 15,884,531 16,678,758
Total fees 2,700,000 569,600 1,318,080 226,000 1,228,349 272,200 1,414,882 1,902,474 2,188,905 595,600
sponsorship 4,000,000 3,000,000 5,000,000 3,500,000 4,000,000 4,000,000 4,000,000 3,000,000 5,000,000 3,000,000
Fund raising 7,000,000 4,000,000 7,000,000 5,000,000 6,000,000 4,000,000 5,000,000 5,000,000 5,000,000 5,000,000
Total revenue 17,750,000 12,429,600 20,192,880 15,944,540 20,337,267 17,987,669 22,320,841 22,403,730 28,073,436 25,274,358
Expense
IB education fees 711,039 711,039 - 711,039 - 711,039 - 711,039 -
Insurance 17,412 25,379 33,968 43,562 57,891
Instruction and 9,420,000 11,304,000 11,304,000 11,304,000 11,304,000 11,304,000 11,304,000 11,304,000 11,304,000 11,304,000
administration cost
Foods 210,000 240,000 348,264 348,264 457,599 464,315 594,011 594,011 787,104 787,104
Utility cost 500,000 500,000 460,000 500,000 460,000 500,000 460,000 500,000 460,000 500,000
Marketing cost
Radio 5,000 6,000 6,000 6,000 6,000 6,000 6,000 6,000 6,000 6,000
Depreciation - - - - - - - - - -
-Building 2,979,167 3,575,000 3,575,000 3,575,000 3,575,000 3,575,000 3,575,000 3,575,000 3,575,000 3,575,000
-Equipment 1,336,863 1,604,236 1,604,236 1,604,236 1,604,236 1,604,236 1,604,236 1,604,236 1,604,236 1,604,236
-Car 53,333 64,000 64,000 64,000 64,000 64,000 64,000 64,000 64,000 64,000
-Computers 73,500 88,200 88,200 88,200 88,200 88,200 88,200 88,200 88,200 70,560
Total expense 15,306,314 7,381,436 18,186,118 17,489,700 18,304,042 17,605,751 18,450,048 17,735,447 18,657,470 17,910,900
EBIT 2,443,686 -4,951,836 2,006,762 -1,545,160 2,033,225 381,918 3,870,793 4,668,284 9,415,966 7,363,458
Interest expense - - -
Tax 0% - - - - - - - - - -
Net income 2,443,686 -4,951,836 2,006,762 -1,545,160 2,033,225 381,918 3,870,793 4,668,284 9,415,966 7,363,458
135 | P a g e
Year 6 7 8 9 10
Semester 1 2 1 2 1 2 1 2 1 2
Revenue
Tuition 26,679,988 28,013,987 33,371,923 33,805,204 40,296,897 33,805,204 48,059,994 48,059,994 57,346,081 57,346,081
Total fees 2,016,672 658,000 2,535,732 - 3,024,420 - 3,608,999 - 4,308,464 -
sponsorship 4,000,000 4,000,000 5,000,000 3,000,000 4,000,000 3,000,000 5,000,000 4,000,000 5,000,000 4,000,000
Fund raising 5,000,000 6,000,000 6,000,000 5,000,000 5,000,000 5,000,000 6,000,000 5,000,000 6,000,000 6,000,000
Total revenue 37,696,660 38,671,987 46,907,655 41,805,204 52,321,317 41,805,204 62,668,993 57,059,994 72,654,545 67,346,081
Expense
IB education fees 711,039 - 711,039 - 711,039 - 711,039 - 711,039 -
Insurance 86,478 103,642 123,272 146,719 174,734
Instruction and 11,304,000 11,304,000 11,304,000 11,304,000 11,304,000 11,304,000 11,304,000 11,304,000 11,304,000 9,420,000
administration cost
Foods 1,170,622 1,170,622 1,459,162 1,401,232 1,748,148 1,664,903 2,078,634 1,979,651 2,473,301 2,355,525
Utility cost 460,000 500,000 460,000 500,000 460,000 500,000 460,000 500,000 460,000 500,000
Marketing cost
Radio 6,000 6,000 6,000 6,000 6,000 6,000 6,000 6,000 6,000 6,000
Depreciation - - - - - - - - - -
-Building 3,575,000 3,575,000 3,575,000 3,575,000 3,575,000 3,575,000 3,575,000 3,575,000 3,575,000 3,575,000
-Equipment 962,542 962,542 962,542 962,542 962,542 962,542 962,542 962,542 962,542 1,604,236
-Car 64,000 64,000 64,000 64,000 64,000 64,000 64,000 64,000 64,000 64,000
-Computers 70,560 70,560 70,560 70,560 70,560 70,560 70,560 70,560 70,560 88,200
Total expense 18,410,241 17,652,724 18,715,944 17,883,334 19,024,561 18,147,005 19,378,493 18,461,753 19,801,176 17,612,961
EBIT 19,286,419 21,019,264 28,191,711 23,921,870 33,296,756 23,658,199 43,290,500 38,598,241 52,853,369 49,733,120
Interest expense
Tax 0% - - - - - - - - - -
Net income 19,286,419 21,019,264 28,191,711 23,921,870 33,296,756 23,658,199 43,290,500 38,598,241 52,853,369 49,733,120
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Year 11 12 13 14 15
Semester 1 2 1 2 1 2 1 2 1 2
Revenue
Tuition 62,901,438 62,901,438 66,046,510 66,046,510 69,348,835 69,348,835 72,816,277 72,816,277 76,457,091 76,457,091
Total fees 2,572,794 - 1,476,396 - 1,556,731 - 1,634,567 - 1,716,296 -
sponsorship 5,000,000 6,000,000 7,000,000 6,000,000 8,000,000 6,000,000 7,000,000 7,000,000 8,000,000 10,000,000
Fund raising 7,000,000 7,000,000 8,000,000 9,000,000 10,000,000 9,000,000 10,000,000 11,000,000 12,000,000 14,000,000
Total revenue 77,474,232 75,901,438 82,522,906 81,046,510 88,905,566 84,348,835 91,450,844 90,816,277 98,173,387 100,457,091
Expense
IB education fees 711,039 711,039 711,039 711,039 711,039
Insurance 191,477 201,050 211,103 221,658 232,741
Instruction and 11,304,000 11,304,000 11,304,000 11,304,000 11,304,000 11,304,000 11,304,000 11,304,000 11,304,000 9,420,000
administration cost
Foods 2,709,049 2,580,047 2,844,502 2,709,049 2,986,727 2,844,502 3,136,063 2,986,727 3,292,866 3,136,063
Utility cost 460,000 500,000 460,000 500,000 460,000 500,000 460,000 500,000 460,000 450,000
Marketing cost
Radio 6,000 6,000 6,000 6,000 6,000 6,000 6,000 6,000 6,000 5,000
Depreciation - - - - - - - - - -
-Building 3,575,000 3,575,000 3,575,000 3,575,000 3,575,000 3,575,000 3,575,000 3,575,000 3,575,000 2,979,167
-Equipment 1,604,236 1,604,236 1,604,236 1,604,236 1,604,236 1,604,236 1,604,236 1,604,236 1,604,236 1,336,863
-Car 64,000 64,000 64,000 64,000 64,000 64,000 64,000 64,000 64,000 53,333
-Computers 88,200 88,200 88,200 88,200 88,200 88,200 88,200 88,200 88,200 73,500
Total expense 20,713,001 19,721,483 20,858,027 19,850,485 21,010,305 19,985,938 21,170,196 20,128,163 21,338,082 17,453,926
EBIT 56,761,231 56,179,955 61,664,879 61,196,025 67,895,261 64,362,898 70,280,648 70,688,115 76,835,304 83,003,165
Interest expense
Tax 0% - - - - - - - - - -
Net income 56,761,231 56,179,955 61,664,879 61,196,025 67,895,261 64,362,898 70,280,648 70,688,115 76,835,304 83,003,165
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5.2.2 Balance sheet

The second part is about the balance sheet, in the balance sheet the first one is current asset, there are only cash and pre paid insurance in this part. In
the first year we only have 83,326,817 baht the cash will increasing by the net income from the income statement, and second one is non-current asset, it‟s
including all of asset that we was investment in the beginning, of course there are not liability in the balance sheet, because we use real money only and the
last one is equity, all of the investment that is a money of investor or owner capital.

Balance sheet
Year 1 2 3 4 5 6 7 8 9 10
current asset
Cash 18542983 29658868 4272288 61914908 89328617 122036979 183475133 249750845 340955773 452869723
prepaid insurance 25,379 33,968 43,562 57,891 86,478 103,642 123,272 146,719 174,734 191,477
Total current asset 18,568,362 29,692,836 4,315,850 61,972,799 89,415,095 122,140,621 183,598,405 249,897,564 341,130,507 453,061,200
non-current asset
Land 60,000,000 - - - - - - - - -
building 500,000,000 492,850,000 485,700,000 478,550,000 471,400,000 464,250,000 457,100,000 449,950,000 442,800,000 435,650,000
Accumulated depreciation -7,150,000 -7,150,000 -7,150,000 -7,150,000 -7,150,000 -7,150,000 -7,150,000 -7,150,000 -7,150,000 -7,150,000
Equipment 16,042,360 12,833,888 9,625,416 6,416,944 3,208,472 19,250,832 15,400,666 11,550,499 7,700,333 3,850,166
Accumulated depreciation -3,208,472 -3,208,472 -3,208,472 -3,208,472 -3,208,472 3,850,166 3,850,166 3,850,166 3,850,166 3,850,166
Computer 882,000 705,600 529,200 352,800 176,400 705,600 564,480 423,360 282,240 141,120
Accumulated depreciation -176,400 -176,400 -176,400 -176,400 -176,400 141,120 141,120 141,120 141,120 141,120
Car 1,280,000 1,152,000 1,024,000 896,000 768,000 640,000 512,000 384,000 256,000 128,000
Accumulated depreciation -128,000 -128,000 -128,000 -128,000 -128,000 -128,000 -128,000 -128,000 -128,000 -128,000
other non-current asset 1,382,000 51,382,000 41,382,000 31,382,000 31,382,000 22,292,438 24,217,522 26,142,605 28,067,688 29,992,771
Total non-current asset 568,923,488 548,260,616 527,597,744 506,934,872 496,272,000 503,852,156 494,507,954 485,163,751 475,819,547 466,475,344
Total asset 587,491,850 577,953,452 531,913,594 568,907,671 585,687,095 625,992,777 678,106,359 735,061,315 816,950,054 919,536,543
Liability and Equity
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Liability
Accrued revenues
Long term loan 6% - - - - - - - - - -
Equity
Owner capital 587,491,850 587,953,452 590,368,595 598,907,671 615,687,095 655,992,777 708,106,359 765,061,314 846,950,054 949,536,544
Total liability and Equity 587,491,850 587,953,452 590,368,595 598,907,671 615,687,095 655,992,777 708,106,359 765,061,314 846,950,054 949,536,544

Balance sheet
Year 11 12 13 14 15
current asset
Cash 558221179 690416233 832008040 981902457 1151085130
prepaid insurance 201050 211,103 221658 232,741 232,741
Total current asset 558,422,229 690,627,336 832,229,698 982,135,198 1,151,317,871
non-current asset
Land
Building 428,500,000 421,350,000 414,200,000 407,050,000 399,900,000
Accumulated depreciation -7,150,000 -7,150,000 -7,150,000 -7,150,000 -7,150,000
Equipment 16,042,360 12,833,888 9,625,416 6,416,944 3,208,472
Accumulated depreciation 3,208,472 3,208,472 3,208,472 3,208,472 3,208,472
Computer 882,000 705,600 529,200 352,800 176,400
Accumulated depreciation 176,400 176,400 176,400 176,400 176,400
Car 1,280,000 1,408,000 1,536,000 1,664,000 1,792,000
Accumulated depreciation 128,000 128,000 128,000 128,000 128,000
other non-current asset 30,988,269 32,050,938 33,113,606 34,176,275 35,238,944
Total non-current asset 474,055,501 464,711,298 455,367,094 446,022,891 436,678,688
Total asset 1,032,477,730 1,155,338,634 1,287,596,792 1,428,158,089 1,587,996,559
Liability and Equity
Liability
Accrued revenues
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Long term loan 6%
Equity
Owner capital 1,062,477,730 1,185,338,634 1,317,596,793 1,458,158,089 1,617,996,559
Total liability and Equity 1,062,477,730 1,185,338,634 1,317,596,793 1,458,158,089 1,617,996,559
5.2.3 Cash flow

The last part is cash flow; this part will show the real cash that we have within fifteen year, and the movement of that cash inflow and
cash outflow in all of activities of the business that including operating activity, investment activity, and cash flow from financing activity.
The cash flow from operating activity.
The cash operating activity just including the net income and depreciation, for the building depreciation there are not including design cost;
adjust surrounding landscape, so the total building depreciation is 429 million base on 20 year and other equipment 5 year, car 10 year and
computer 5 year. The last one is pre paid insurance expense
The cash flow from investment activity.
Follow the information by investment activity, which have only the asset that investor was invested that on the acquisition of Property, Plant,
and Equipment transaction.
The cash flow from financing activity.
in the last part, the first there are the long term loan from bank ten million in year one, year two and year three, because we need the money to
pay for instruction salary and other expense, second cash receive from investor 600 million and we have to buy the equipment and computer in
year 6 and year11.
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Cash Flow
Year ended Year1 Year 2 Year 3 Year 4 Year5 Year 6 Year 7 Year 8 Year 9 Year 10
Cash flows from (used in) operating
activities
Net income
(2,508,150) 461,602 2,415,143 8,539,076 16,779,424 40,305,683 52,113,581 56,954,955 81,888,741 102,586,489
Depreciation
10,662,872 10,662,872 10,662,872 10,662,872 10,662,872 9,344,203 9,344,203 9,344,203 9,344,203 9,344,203
Other additions and subracitons
(Increase) decrease in Prepaid insurance - - - - - - - - - -
25,379 8,589 9,595 14,329 28,587 17,164 19,630 23,447 28,015 16,743
Net cash provide by operating activities
8,129,343 11,115,885 13,068,420 19,187,619 27,413,709 49,632,722 61,438,154 66,275,712 91,204,929 111,913,950
Cash flows from (used in) investing activities
Acquistion of Property, Plant, and Equipment - -
589,586,360 - - - - 16,924,360 - - - -
Net cash flows from (used in) investing activities
-589,586,360 - - - - -16,924,360 - - - -
Cash flows from (used in) financing activities
Long term loan
- 0 - 0 0 0 0 0 0 0
Net cash flows used in financing activities
0 0 0 0 0 0 0 0 0 0
cash receive from owner investment
600,000,000
Net decrease in cash and cash equivalents
18,542,983 11,115,885 13,068,420 19,187,619 27,413,709 32,708,362 61,438,154 66,275,712 91,204,929 111,913,950
Cash and cash equivalents at the beginning of the
year 0 18,542,983 29,658,868 42,727,288 61,914,908 89,328,617 122,036,979 183,475,133 249,750,845 340,955,773
Cash and cash equivalents at end of the year
18,542,983 29,658,868 42,727,288 61,914,908 89,328,617 122,036,979 183,475,133 249,750,845 340,955,773 452,869,723
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Cash Flow
Year ended Year11 Year12 Year13 Year14 Year15
Cash flows from (used in) operating activities
Net income 112,941,187 122,860,903 132,258,159 140,561,297 159,838,469
Depreciation
9,344,203 9,344,203 9,344,203 9,344,203 9,344,203
Other additions and subracitons
(Increase) decrease in Prepaid insurance - - - -
9,574 10,053 10,555 11,083 -
Net cash provide by operating activities 122,275,816 132,195,054 141,591,807 149,894,417 169,182,672
Cash flows from (used in) investing activities
Acquistion of Property, Plant, and Equipment -
16,924,360 - - - -
Net cash flows from (used in) investing activities -
16,924,360 - - - -
Cash flows from (used in) financing activities
Long term loan 0 0 0 0 0
Net cash flows used in financing activities 0 0 0 0 0
cash receive from owner investment
Net decrease in cash and cash equivalents 105,351,456 132,195,054 141,591,807 149,894,417 169,182,672
Cash and cash equivalents at the beginning of the year 452,869,723 558,221,179 690,416,233 832,008,040 981,902,457
Cash and cash equivalents at end of the year 558,221,179 690,416,233 832,008,040 981,902,457 1,151,085,130
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Financial Ratios
For the ratio analysis, our business is a non-profit organization, so we didn‟t need to
estimate the profitability ratio, current asset ratio and dept ration, in the part we just calculate
the NPV, payback period and IRR at the following.
NPV = 1,960,743,927
Net present value is equal total net cash flow minus total invest cost, our NPV equal
฿1,960,743,927, in this part we got a lot of net present values, because we use total 15
year net cash flow, we have a lot of cash from investor and got other income from sponsorship
and fund raising in every semester, this project access.
net
income
per year
1 -2,508,150
2 461,602
3 2,415,143
4 8,539,076
5 16,779,424
6 40,305,683
7 52,113,581
8 56,954,955
9 81,888,741
10 102,586,489
11 112,941,187
12 122,860,903
13 132,258,159
14 140,561,297
15 159,838,469
Payback period= 12.03 year
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For the payback period we got net profit in year two, so we can get investor return on the year
12 and three day.
IRR= 146%
For the investment rate return is more than 100% in the year 15, the reason is our net
income increasing fast every year, and we use total 15 year net income to calculate the IRR, so
is normal case, for the IRR equal 146% that‟s mean is we got profit more than our investment
cost 1.5 times or 900,000,000 baht in year 15.
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CHAPTER 6
Risk Analysis
Business risk
Measuring the impact and
Likelihood of risk
Appropriate action for risks
Risk Management
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This chapter explains about risk of our company. In the real situation, there are many
varieties risk which occur in different ways in each organization. About Phoenix
International School, we are ready to face with each situation which it will occur in the
future. Although, we cannot predict all of problems, we have planning to protect each risk.
To reduce the risk as much as possible. At sometimes, maybe it comes from process in
work or accident in organization. Therefore, this following is risk of Phoenix International
School;
6.1 Business risk

Normally all of business education has problem, if the business can find to the
best way for reduce risk. It will remain business to continuously so, about Phoenix
International School we are concern risk in our business. Because challenges confront
the field of management education on all sides, and, in the future, these challenges will
radically reshape the way business education is designed and delivered. In fact, that
future is now. Prominent issues that are effecting change today must be dealt with
immediately by business schools that still want to be staffed, relevant, and funded
tomorrow.
Phoenix International School risk

Our company focuses on risk form as below;
 Strategic
 Marketing
 Operational
 Compliance
 Situation
 Financial; Asset, Cost, Expense
6.1.1 Strategic
About strategic of our company, we found that objective and goal of firm have to get
along together. The director of Phoenix International School is the importance person to
support or make decision the objective of firm. A leader should make decision that
influence to organization management so, if we have the best a leader. It will be the best
for school. Last, leader should not make decision by own. He has to cooperate with every
department for the best solution. For example; a leader would like to purchase some
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equipment to school and expect school budget is available for those equipments. A leader
does not ask financial manager for school budget. Actually, school budget might not is not
available for new equipments. This school risks or school budget does not sufficient for
other expense.
6.1.2 Marketing
The first, most of parents prioritize school reputation. They concern and compare
teachers‟ effectiveness, students‟ intelligence and talents in each school. They are hard to
accept new school. And the last, price; it is the next keys that parents concern tuition fees.
Tuition fees are higher and might be worth for study.
6.1.3 Operational
Team management
The number of teachers and foreign teachers are high turnover that affect for
study. It is a big problem for our company.
Service quality
Many parents and students anticipate in the different expectation. It is hard to

respond their needs rapidly. They expect their child/children to be special intelligence
people.
Security
Jitlada Tuntivanichkhun knifed four students in Saint Joseph Convent School

Sathon, Bangkok on April 21st, 2008. That affect to many parents concern might
concern security issue. (Crime news, 2008) Some of schools are not safety for many
students.
6.1.4 Compliance
Performance evaluation
Some of parents might not ensure the quality of teachers both Thai teachers and foreign
teachers. To affects to our reliability and reputation. Our company concentrates on
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increasing effectiveness for operation. Nowadays, lots of international schools

businesses grow up too much and each company competes at high rate.
Situation:
Risk does not occur all the time but it will affect to planning of organization.
We cannot predict worst case in the future exactly such as political, natural disaster,
transfer executive in organization. About Phoenix International School we found;
6.1.5 Epidemic disease
According to Nakhon Ratchasima Provincal Public Health Office, due to January to

May, 2010, 139 students aged 5 years old had hand foot and mouth disease that those
periods are winter and rainy season. Most of students could not go to school. (Hand Foot
and Mouth Disease, 2010). And according to National News Bureau of Thailand Public
Relations Department, Shinavorn Voonyakiet said swine flu speared overall Thailand and
some of students and teachers had swine flu. (Swine Flu, 2010). Many students had
epidemic disease that makes parents concern this issue.
6.2 Measuring the impact and likelihood of risk
The risks must be evaluated in field of their likelihood of occurrence and their severity.
We provide many numbers to risk mapping. We plot the likelihood of the risk occurring on X
axis and impact of the risk on Y axis.
Impact measures in many ways which affect to financial part, but every part is too
difficult to calculate with any certainty. Business often uses a sequence of levels (measuring
the overall affect on the business). We choose easily and clearly method that is easy to
understand. The chart is divided many categories of risk, high (top right corner), medium and
low (bottom left corner).
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B
A
C F
G
D
E
A: Risk of not effective leader
B: Risk of Reputation and Price
C: Risk of Team management
D: Risk of Service Quality
E: Risk of Security
F: Risk of Performance Evaluation
G: Risk of Epidemic Disease
Explanations about the graph
Point A; Risk of not effective leader
If the organization does not have effective leader, Point A shows highest impacts and low
likelihood.
Point B; Risk of Reputation and Price
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Point B; high impact and middle likelihood. Reputation and price are necessary to marketing
part that motivates customers to use our service.
Point C: Risk of Team management
Our company plots at medium risk and low likelihood. It means it has a medium risk.
Point D: Risk of Service Quality
Point D shows lowest likelihood of service quality risk. Because we are education business, so
we concern about school service.
Point E: Risk of Security
To shows low impact and low likelihood. We provide the great security to students, teachers
and officers.
Point F: Risk of Performance evaluation
To shows the highest likelihood. We are a new international school and medium impact.
Because we develop potential of school continually.
Point G: Risk of Epidemic Disease
To shows low likelihood and high impact. We make sure for epidemic disease protection.
6.3 Appropriate action for risks
We utilize four keys of dealing with risks as follows;

 Accept
 Transfer
 Reduce/Manage
 Eliminate
6.3.1 Risk of not effective leader
Education never stops this means that education is developed all time to get
along with globalization. A leader should get ready to control, manage and cooperate
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with each department. He has mission to manage and plan the next project for
international school. We can manage not effective leady because a leader is important
for subordinators. So, we provide training to leader to improve his skill. Not effective
leader is a big impact to subordinators and parents.
6.3.2 Risk of Reputation and Price
We accept risk of reputation and price because our school is new and has no
reputation. Most of parent doesn‟t make sure about teachers‟ effectiveness, students‟
intelligence and talents. IB curriculum is more than its educational programmes. At
curriculum we are motivated by a mission to create a better world through education.
These programmes encourage students across the world to become active,
compassionate and lifelong learners who understand that other people with their
differences. We ensure our curriculum to teach their children to be the perfect
students. They get knowledge both academic and society.
6.3.3 Risk of Team Management
We manage risk of team management due to our organization plan teachers

structure for long term. For foreign teachers, we cooperate with abroad institution for
selecting foreign teacher. And then we contract with foreign teachers two years. For
Thai teachers, we select best qualified for each subject and can speak English. We
support welfare to teachers. We provide dormitory, break trip and welfare. We
encourage employees for effective work.
6.3.4 Risk of Service Quality

We manage risk of service quality because we are a position to students by
International Baccalaureate curriculum. IB curriculum is the program for students
aged 3 to 19 help to develop the intellectual, personal, emotional and social skills to
live, learn and work in a rapidly globalizing world. For students, they have to go back
their home or move to other countries. They can continue their study that is not
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necessary to pre test before study. We guarantee parents/students satisfaction for IB

curriculum. We provide world accepted curriculum to customers.
6.3.5 Risk of Security
We eliminate risk of security. We concern security of both students and

teachers. We provide five security guards all day. They check and confiscate national
identification card before visitors come to school.
6.3.6 Risk of Performance Evaluation
School Management
Our school applies quality assurance to evaluate both students and teachers. People
realize and prefer to take their children to study to quality school. Quality assurance is
one indicator to evaluate quality and protect low quality school standard. This indicator
make sure quality both students and teachers. Our company concentrates on standard
and quality for our school that parents and students are reliable.
1. Internal quality assurance; our school analyzes operation that how to achieve
educational standard. And performance evaluation, teachers evaluates
performance and improve some performance. It is good for organizational
standard.
PDCA method to evaluate performance
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This indicator ensures quality of students who get knowledge and potential following IB
curriculum. Internal quality assurance is one of school management to improve
teachers‟ potential. . We utilize internal quality assurance for employees to compare
performance and objective. Our company utilizes this indicator to measure or evaluate
objective achievement. And then we have to improve their threats.
2. External quality assurance; government organization evaluate internal quality

assurance. Performance evaluation is one of many strengths of our business.
Teachers and organizational team improve their effective. That make sure our
team work and effective teachers for teaching. (Quality Assurance , 2007)
6.3.7 Risk of Epidemic Disease
We eliminate risk of epidemic disease. We concern health issue that we give

protection method to teachers. Teachers have to take care of them and teach them how
method to protect disease. Housekeepers have to clean toy, tables and other equipment
everyday. And, teachers check up their students‟ health everyday.
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Conclusion
About risk management of our school there are many of risk. Strategic of our company,
we found that objective and goal of firm have to get along together. Marketing is the most of
not occur all the time, but it affects to plan of organization that is Epidemic disease. The risks
must be evaluated in field of their likelihood of occurrence and their severity. We classify risk
each part; Risk of not effective leader, Risk of Reputation and Price ,Risk of Team
management ,Risk of Service Quality, Risk of Security , Risk of Performance Evaluation,
Risk of Epidemic Disease. Appropriate action for risks; Risk of not effective leader, we can
manage not effective leader. Risk of Reputation and Price, we accept risk of reputation and
price. Risk of Team management, we manage risk of team management due to our
organization plan teachers structure for long term. Risk of Service Quality, we manage risk of
service quality because we are a position to students by International Baccalaureate
curriculum. Risk of Security, we eliminate risk of security. Risk of Performance Evaluation,
we manage risk of performance evaluation. And, risk of epidemic disease, we eliminate risk of
epidemic disease.
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CHAPTER 7
Project Summary
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Project Summery
business that is located in Muang, Chiang Rai.
Objective
1. Study feasibility to build a high world standard international school in Chiang

Rai.
2. Study about system structure of International school and indicate difference
between general school and International school in Thailand.
3. Study management process of world standard International school.
4. Define business strategies to promote our international school to target
consumers and to make them perceive that we are the best International school
in Chiang Rai.
5. Apply Business theories and strategies to all aspect of the Business project.

business that is located in Muang, Chiang Rai. The school opens from Kindergarten right up to
Middle school for Thai local students, foreign student who live in Chiang Rai. We provide all
teachers in qualified English native speaker who graduated at lease bachelor degree. The
company has a strong determination in developing the superiority international education
programs for children have more potential in order to build a reputation for our school to the
global. We purpose IB program (International Baccalaureate), world-class standards in
international program, promotes international understanding, develops the whole child, and
lives its core values of respect, diversity, effort and joy of learning. Our curriculum include
seven main subjects including English, Second Language (may be selected as the language of
their time) scientific analysis of experimental art, math and computer, science. In addition,
students must participate in voluntary community sports activities, learn Thai culture and
creative works of art as well. Students have ability to connect the local global community. Our
business has two main competitors. The International School in Chiang Rai has only two
schools; Chiang Rai International School and FLC. Both two schools not use IB, but
PHOENIX International School use IB that it is the best education in the world. And, indirect
competitors are school public school, private school and bilingual school, but those schools not
use English in learning and also do not use IB curriculum for the students. “We are the leader
International School in Chiang Rai that uses IB in the first time”. For functional level strategy
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(short-term operational strategy), we operates to respond and support the business level
strategy. To control and monitor the management each department to achieve business goals
such as marketing, finance, accounting and human resources so on.
Phoenix international school, our school provides many facilities for student and using
English language as a common language. Our school have two semester which not the same as
general Thai school. Study process Phoenix International Baccalaureate (IB) as a school
curriculum. Learning process and teaching process is designed by International Baccalaureate
Institution from New Zealand. About learning method;
- Primary school (Kindergarten 1- grade 5)

- Middle School (Grade 6-8)
- High School (grade 9-12)
Our school has many activity for student which everyone can choose the activity that
who are interest.

Middle school for Thai local students, foreign student who live in Chiangrai and every people
who want to study international school. PHIS is high international standard school using high
standard curriculum called International Baccalaureate (IB). Our school have Learning facility,
Sport and Recreation Activities, Residence. About place Promotion Discounts on tuition fees
will be applied for siblings who are in the school at the same time, as follows: 2nd child 5% ,
3rd child 10%, 4th+ child 15%
STP analysis, we segment customers by use income of parents who have the capacity to
afford it. Our segmentation of customers was classified as follows income from 50,000 to
75,000 baht, income from 75,000 to 100,000 baht and income higher than 100,000 Baht (per
month). Our company selects concentrated marketing or niche marketing, because the company
just launches. The positioning of Phoenix International School is high price and high quality.
Sales forecast, we expect the number of student to have 500 students within 10 years and add
grade 9-12 at the year 6. in the beginning of the year in the first semester there are 50 children
or 80% form total number of first year, the second year we would like to increase 15%, third
year 20%, fourth year 25%, 30% in the year five until year ten.
157 | P a g e
Phoenix International School or PHIS is a high standard international school. PHIS is

located in Chiang Rai city area five minutes away from down town nearby Chiang Rai sport
center. Our school is surrounding by people residence, facility and nature. Our school is using
International Baccalaureate curriculum (IB). Students graduated from our school who can
attend to any educational institution around the world without admission examination. Our
school provided many facilities for student such as dormitories (male and female are
separated), stationary, and sport facilities etc. in the school campus. We have standard
securities system in school to safety of everyone in the school. We set up School Admission.
Our first semester begins on August to December and the second semester begins on January
to June. Before students start to study that they evaluate educational skill and adjust student
to appropriate learning progress. Study process; we apply some subject to the curriculum to
be more effective and appropriate to the local such as recreation activities and physical
education subjects. Our school is using study books from IB institution which is similar to the
IB school around the world. We Import all books from England and store some books at the
school. We import new books and update books every year. Student Housing; we provided
student’s dormitory and teacher’s residence inside the campus. Student’s dormitories are
separate into male dormitory and female dormitory. Payment Process; parents should make
payment for admission before school start. They can pay directly at school administration
department, using credit card or deposit to school account through every bank around the
world. And Scholarships and Financial support; every year, Phoenix International School
provided scholarships and external financial support for students to decrease educational
expenses. Our school provide facility layout including Administration Department, Teacher
room, Conference room, Auditorium, Languages sound lab, Soccer Field, Playground,
Swimming Pool and Changing room. Organization management; company sets up
organization management of Phoenix International School. A president administrates business
with one vice president. Company divided 2 parts. First, business administration part,
manager manages business administration. He controls three departments. And, academic
part; our company selects potential teachers who have high knowledge for many subjects.
Teachers are ready to apply their knowledge to students.
About risk management of our school there are many of risk. Strategic of our company,
we found that objective and goal of firm have to get along together. Marketing is the most of
158 | P a g e
not occur all the time, but it affects to plan of organization that is Epidemic disease. The risks
must be evaluated in field of their likelihood of occurrence and their severity. We classify risk
each part; Risk of not effective leader, Risk of Reputation and Price ,Risk of Team
management ,Risk of Service Quality, Risk of Security , Risk of Performance Evaluation,
Risk of Epidemic Disease. Appropriate action for risks; Risk of not effective leader, we can
manage not effective leader. Risk of Reputation and Price, we accept risk of reputation and
price. Risk of Team management, we manage risk of team management due to our
organization plan teachers structure for long term. Risk of Service Quality, we manage risk of
service quality because we are a position to students by International Baccalaureate
curriculum. Risk of Security, we eliminate risk of security. Risk of Performance Evaluation,
we manage risk of performance evaluation. And, risk of epidemic disease, we eliminate risk of
epidemic disease.
159 | P a g e
Referrences
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161 | P a g e

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Table of contents

Chapter 2 Industry Profile

2.6.1 Corporate level strategy 11

Chapter 3: Market Feasibility Study

3.1 Marketing Analysis 18

3.2 PEST analysis 21

3.3 Competition Analysis 26

3.4 Marketing Mix 29

3.5 STP Analysis 34

3.6 Sales forecast 36

Chapter 4: Technical Feasibility Study

4.2 Facility Layout 53

4.3 Investment cost 67

4.4 Management analysis 113

5.2 Financial Statement 119

Chapter 6: Risk Management

6.2 Measuring the impact and likelihood of risk 148

Chapter 7: Project Summary 155

Winchester Education Group Company Limited

Our business is an education business. Phoenix International School (PHIS) is our

Project Plan Schedule

Chiangrai is developing province. Many business organizations grow up in Chiangrai and

1. To build a high world standard international school in Chiangrai.

1.3 Process method

1. Collect general information of International school as much as possible.

- Can use this project as a guide line of Business.

1.5 Project Plan Schedule

Corporate level strategy

Business Level Strategy

Functional Level Strategy

2.1 Nature of industry

Recently, number of private school is around 8,683 schools. Private school is

2.2 Situation of Industry

Economic situation nowadays is getting better, People have more purchasing

(Krasetas: choosing international school Year 6, 2001)

Statistics of International School in Thailand

Statistics of International School in Thailand in 2008

Total Meal Female Total Meal Female Total Meal Female

Statistics of International School in Thailand in 2009

Level of education Total Thai people Foreigner

Total Meal Femeal Total Meal Female Total Meal Female

(OPEC Management Information System 2009)

Phoenix International School (PHIS) is located in city area of Chiangrai Province

PHIS using International Baccalaureate Curriculum or IB which is the best

notions of academic potential and achievement. We equally recognize each child‟s

The company has a strong determination in developing the superiority international

Phoenix International School

We purpose to encourage and foster a passion for learning through the IB

To fulfill this mission, we see Phoenix International School:

 continuing to develop and deserve a worldwide reputation as an excellent center

2.6 Business Strategy

1. Growth Strategy: This strategy involves an expansion and a growth of

2.6.2 Business level strategy

1. Differentiation Strategy: We will create a product or service to differ from

report of cost regularly, emphasis on measurable goals and have an organizational

Furthermore, we also use a Product Life Cycle (PLC) to consider the

2.6.3 Functional Level Strategy

 Efficiently utilizing specialists‟ lecturer within the functional room.

(Tonsorn, 2001), (Mechat, 2009)

Our business is education business. Phoenix International School (PHIS) is our

External Environment Analysis

Five’s Force Model

3.1. Marketing Analysis

3.1.1 External Environment Analysis