College Coach

Inas Zukic
Preparation Questions:
1. The partners were finding it difficult to service all three business models that they had identified. If they choose to pursue two markets, which would be more complementary? What are the advantages and disadvantages of each business model? Consider lead generation potential, PR opportunities, and account service logistics.
Two most complementary markets to pursue would be high school consulting and corporations. Disadvantage of high school consulting was that high school guidance counselors were defensive and school committees were outspoken on any mentioned topic. On the other hand, schools did find it interesting and useful, even though most of them had their own idea of using the College Coach program (one-day student workshop, summer training program, transferring entire college advising function to College Coach).

Corporations were not very different than high schools in a sense that senior management was to be convinced of the beneficence of the service. However, it proved useful to all levels of the company because it appeared to be time-efficient, stress-relieving and productive.

2. What type of location should they choose, and how will their choice affect their marketing strategy? If the partners feel that there is a real possibility that a large potential partner such as Kaplan will continue to show interest, should this have an impact on their location and marketing decisions?
In my opinion, a center-based strategy should be pursued because it is, besides the obvious satisfaction with the service, an image that represents the College Coach. People tend to react better to visual stimuli, and seeing a facility that speaks for itself affects their preferences. Perhaps, Kaplan is looking for a more fresh perspective on marketing and brand image building other than that seen in Princeton Review.