Study Hall

STUDY HALL: 

The solution to higher education STUDY HALL

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Budget cuts have left numbers of community college students with a handful of classes, with no transferability or not enough to gain career training skills Leaving many w ithout t he tools for a better life

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"In San Diego, with a 10% unemployment rate, we have new jobs that require a college education, there are shortages in nursing and other careers and an unprecedented demand for students,” … "The bottom line is students will not have the opportunities they need ." “Facing a state funding cut of up to 10%, California's community colleges will enroll 400,000 fewer students next fall and slash thousands of classes to contend with budget shortfalls that threaten to reshape their mission , officials said.” Los Angeles Times, March 2011 We often hear news as :

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http://peraltacolleges.wordpress.com/2011/03/30/statement-on-budget-reduction-planning/ Every year we hear depressing news of more budget cuts for community colleges

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Percent of total 2009 Undergraduate Enrollment Yet… In 2009, 43% of undergraduate enrollees attended community colleges What American Higher Ed Looks Like Now, Jan 31, 2012

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Education is the best way to achieve faster growth, more jobs, greater productivity, and more widely shared prosperity. Economic policy studies prove how education is essential in advancing economic equality and keeping the U.S. workforce competitive in a knowledge-based economy. Community Colleges have been during decades the hope for Their communities and the generator of economical progress.

STUDY HALL: 

STUDY HALL We, Believe that affordable education is possible and it should be accessible, diverse and simple

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Who: Study Hall is a specialized firm that will provide the missing link to traditional distance education software tools for community colleges throughout the country . What: Our mission at Study Hall is to give students, teachers, and administrators the tools that will help bridge the communication gap, resulting in more productivity, transfer progression and an open community forum for students to post course, text book, and related resources with other students. How: Study Hall will partner with the Peralta learning management software, Moodle, to offer enhanced tools and features not currently offered through the Moodle application.

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STUDY HALL The solution to higher education

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Imagine increasing your audience from this size

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To This…

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We want to bet the first State-of-the-Art Hub where students find their path to higher education and obtain career guidance

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A virtual classroom where students will gain the same education As if sitting in a classroom, only without the hurdles of traffic and The cost of transportation and parking

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Our Primary Target - Governing Board - Chancellor - Board of Trustees Our Secondary Target - Students - Teachers - Academic Advisors

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Research Plans

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Company Product Name Year Est. Location Market Penetration & Est. # Clients Pricing Methodology Pearson & Google OpenClass Beta 2011 All over the world Google App has over 1,000 higher -education customers. Colombia University, Rice University and Arizona State University are customers to name a few. Free licensing and hosting fees Blackboard Blackboard Learn 1997 Washington, D.C. 1,500 number of clients. Pentagon is their largest margin holder. Higher Education, Career Colleges, Associations, Military,K-12, Corporations, Government. Shares over 80 percent with Moodle and a few others. Charge annual license fees from the software based on the number of students enrolled in a given "band" (i.e. between 4000-6000 enrollees), by charging fees if customers choose to have them host the software and in selling ancillary software to expand their core LMS product. Charges clients differently. Additional Storage: $37,000 per year for one terabyte Contracts bear annual 5% price hikes Moodle MoodleRoom 2001 Australia Universities, schools, companies and independent teachers. 32 million users in 205 countries in almost 80 languages. There are an additional 13,102 registered requesting privacy. Open source and free to use. Hosting: $21,000 per year per terabyte of storage Desire2Learn Desire2Learn Learning Suite 1999 Ontario, Canada Institutions, organizations, and governments from around the world. 650 clients globally. Single pricing list for all customers Hosting: $21,000 per year per terabyte of storage Competitor Information

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Company Cloud-Based Hosting Virtual Classes Live Streaming Forum Social Ntwkg Mobile Appl Skype Training Instant Msgng Consulting Open API Pearson & Google Yes Yes Yes Yes Yes Yes Yes Yes Not listed Yes Yes Yes Blackboard Yes Yes Yes Yes Yes Not listed Yes Yes Yes Yes Yes No Moodle Yes Yes Yes Yes Yes Not listed Not listed Not listed Not listed Not Listed Yes Yes Desire2Learn Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Competitor Information

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Company Company Reputation Bottom Line Offers Pearson & Google Concerns over Google new privacy laws and how it will protect student profile information. Pros: A free LMS that combines standard course-management tools with advanced social networking and community-building, and an open architecture that allows instructors to import whatever material they want, from e-books to YouTube videos. Cons: Suggest OpenClass can't be deeply integrated into a university the way other products can. Suggests that its being offered to the faculty, not as something that's connected to the enterprise. Blackboard Spent 5 years and $350 million buying companies that provided them with analyst and shareholder-pleasing revenue growth. Pros: Blackboard is the current market leader and in talks to purchase competitor, Moodle to keep market edge. Cons: Blackboard is loosing clients left and right. A drop as high as 7%. Dropping Blackboard is taking root as the "new campus tech fad." Reasons for he exodus are pricing and dissatisfaction with a nearly decade old software framework seen as obsolete. Blackboard does not have a product that the marketplace is wiling to pay up for. Moodle Pros: Moodle is a software package for producing Internet-based course and web sites. Moodle can be installed on any computer that can run PHP and can support SQL type database. Moodle needs to be installed on a web server somewhere, either on a computer or at a web hosting company. Open sourced, but labor intensive. Cons: Moodle does not offer value add services, rather an architecture that allows other developing applications to modify the Moodle solution. Desire2Learn 85% prefer using the Desire2Learn platform compared to past systems, and most clients report far lower support calls. Pros: Migrate hundreds of thousands of client courses at no cost, each year. Standard offerings for ERP/SIS integration, publishers, and common 3rd party products and infrastructure. Focus on user experience, accessibility, mobility, platform security and reliability. Cons: Unknown Competitor Information

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Strengths Study Hall Solutions What are your business advantages? A tool to improve the Moodle application with enhancement tools like the transfer tool, integrations with Skype, post and chat features, 24 hour tech support, one-stop shop for students, faculty, and administrators to use What are your core competencies? First social media driven virtual learning environment with flexible, easy to use integration with support applications, and access to application on any device Where are you making the most money? Community Colleges and institutions that use the platform Moodle What are you doing well? Partner with open source LMS solutions for a more efficient learning experience SWOT ANALYSIS

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SWOT ANALYSIS Weaknesses What areas are you avoiding? Unknown Where do you lack resources? Application engineers and developers and marketing tools What are you doing poorly? Late to market Where are you losing money? The first 6 months we will be focusing on gaining awareness and buy in from the stakeholders, users, and buyers of the Study Hall application. What needs improvement? Timing of release

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SWOT ANALYSIS Opportunities Any beneficial trends? Widespread increase of virtual learning by students and educators from all over Niches that competitors are missing? Open communication between students, teachers, and counselors. Partnership with chat and Skype, eBooks, elibrary tools. New technologies? Open Class and others New needs of customers? Access to virtual live classes

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SWOT ANALYSIS Threats Obstacles to overcome? Getting buying from Moodle application Aggressive competitors? Blackboard, Open Class by Google, and Moodle Successful competitors? Blackboard for the platform application Negative economic conditions? Lack of college institution funding Vulnerabilities? College institutions developing in-house software application to compete with Study Hall's application.

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Start-Up Capital Estimate Study Hall Solutions Monthly Costs Monthly Expenses Cash Needed to Start % of Total Source of Estimate Salary of owner-manager $2,000 $4,000 6.0% Human Resources All other salaries and wages 3,500 10,500 15.6% Human Resources Rent 2,025 6,075 9.0% Loop.net Advertising 1,800 5,400 8.0% Sales contract Delivery expense 0 Supplies 5,400 16,200 24.1% Receipts Telephone 345 1,035 1.5% Phone Bill Other utilities- Internet 75 225 0.3% AT&T Business Rate Insurance 276 276 0.4% Insurance Bill Taxes, including social security 1,876 7,504 11.2% Estimate Interest 0 Maintenance 0 Legal and other professional fees 650 1,950 2.9% Legalzoom.com Miscellaneous 0 Subtotal $53,165 79.1% One-Time Costs Cash Needed to Start % of Total Source of Estimate Fixtures and equipment $7,800 11.6% Office Depot Decorating and remodeling 3,000 4.5% Ikea Installation charges 2,800 4.2% Sales contract Starting inventory 0 Deposits with public utilities 0 Legal and other professional fees 0 Licenses and permits 150 0.2% Legalzoom.com Advertising and promotion for opening 300 0.4% Banners.com Cash 0 Other 0 Subtotal $14,050 20.9% Total Estimated Start-Up Capital $67,215 100% My estimates are based on a 1,500 Sq. Ft building in Oakland, CA, near the Embarcadero. The rental rate is $1.35 per Sq. Ft ($2,025) per month. See the attached listing: http://www.loopnet.com/xNet /MainSite/Listing/Profile/Profile.aspx?LID=17570869&SRID=2462188650&StepID=101

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Sales Forecast (12 Months) Study Hall Solutions Fiscal Year Begins Jan-11 12-month Sales Forecast Sales History Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Annual Totals Current Month Ending mm /my 2011 2010 2009 Learning Management Software 1.0 (Fall Semester) 0 0 0 0 0 0 0 4 0 0 0 0 4 Sale price @ unit 13,500 0.00 13,500 13,500 13,500 13,500 13,500 13,500 13,500 13,500 13,500 13,500 Cat 1 TOTAL 0 0 0 0 0 0 0 54,000 0 0 0 0 54,000 0 54,000 0 0 Learning Management Software 2.0 (Spring Semester) 4 0 0 0 0 0 0 0 0 0 0 0 4 Sale price @ unit 13,500 0.00 13,500 13,500 13,500 13,500 13,500 13,500 13,500 13,500 13,500 13,500 Cat 2 TOTAL 54,000 0 0 0 0 0 0 0 0 0 0 0 54,000 0 54,000 0 0 Learning Management Software 3.0 (Summer Semester) 0 0 0 0 0 4 0 0 0 0 0 0 4 Sale price @ unit 6,500 0.00 6,500 6,500 6,500 6,500 6,500 6,500 6,500 6,500 6,500 6,500 Cat 3 TOTAL 0 0 0 0 0 26,000 0 0 0 0 0 0 26,000 0 26,000 0 0 Counselor RX 1.0 (Fall Semester) 0 0 0 0 0 0 0 4 0 0 0 0 4 Sale price @ unit 4960 4960 4960 4960 4960 4960 4960 4960 4960 4960 4960 4960 Cat 4 TOTAL 0 0 0 0 0 0 0 19,840 0 0 0 0 19,840 0 19,840 0 0 Counselor RX 2.0 (Spring Semester) 4 0 0 0 0 0 0 0 0 0 0 0 4 Sale price @ unit 4960 4960 4960 4960 4960 4960 4960 4960 4960 4960 4960 4960 Cat 5 TOTAL 19,840 0 0 0 0 0 0 0 0 0 0 0 19,840 0 19,840 0 0 24 Hour technical support (Per Semester) 4 0 0 0 0 0 0 4 0 0 0 0 8 Sale price @ unit 2,100 2,100 2,100 2,100 2,100 2,100 2,100 2,100 2,100 2,100 2,100 2,100 Cat 6 TOTAL 8,400 0 0 0 0 0 0 8,400 0 0 0 0 16,800 0 16,800 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 Monthly totals: All Categories 82,240 0 0 0 0 26,000 0 82,240 0 0 0 0 190480 0 190,480 0 0

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Work Cited: http://moodle.org/mod/forum/discuss.php?d=28182 http://campustechnology.com/articles/2011/12/13/ Product or Service: Price/Unit: Total Direct Costs/Unit Contribution Margin/Unit: % of Overhead: Overhead Allocation: Break Even Learning Management Software 1.0 (Fall Semester) 4,500 $1,688.00 $2,812.00 30% $4,500.00 2 Learning Management Software 2.0 (Spring Semester) 4,500 $1,688.00 $2,812.00 30% $4,500.00 2 Learning Management Software 3.0 (Summer Semester) 2,166 $1,192.00 $974.00 8% $1,200.00 1 Counselor RX 1.0 (Fall Semester) 1,306 $912.00 $394.00 15% $2,250.00 6 Counselor RX 2.0 (Spring Semester) 1,306 $912.00 $394.00 15% $2,250.00 6 24 Hour technical support (Per Semester) 799 $425.00 $374.00 2% $300.00 1 $- $- $- $- $- $- 100% All Software prices are based on 5000 or less student users Multi Unit Break Even Analysis

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Let’s maintain the strength of community colleges Let’s make higher education achievable

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Works Cited: Rivera, Carla. Los Angeles Times, “ California community colleges to slash enrollment, classes . March 31, 2011 ” http ://articles.latimes.com/2011/mar/31/local/la-me-0331-community-colleges- 20110331 Allen, Wise E. The Peralta Colleges, “Statement on Budget Reduction Planning,” March 30, 2011 http://peraltacolleges.wordpress.com/2011/03/30/statement-on-budget-reduction-planning / Pera lta Matters – Office of General Services, Measure A Bond and the Future of Peralta Colleges Technology http://moodle.org/mod/forum/discuss.php?d= 28182 http://campustechnology.com/articles/2011/12/13/

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Prepared by: Rosario Chacon Kasondra Crump Selam Iyasu Jordanna Perez-Burgo Jason Tubbs