Research Paper on "Analyzing Ltl Company Business Plan"

Research Paper 25 pages (6169 words) Sources: 1+

[EXCERPT] . . . .

While that number is significant, the most important figure is the number of new arrivals per year. During the year 2013, Montreal welcomed 13,937 new international students -- it represents a 44% turnover (13937/31777). Comment by Philippe Ricard: What method is used to arrive at this number? Ans: (13937/31777)

Another source of information, the "systeme de gestion des donnees sur l'effectif universitaire (GDEU)," provide even more detailed data of Montreal's international student population. It lists all majors school and give detailed information about the enrollment of international students.

Foreign students enrolled in the four major universities in Montreal according to the level of study. Autumn 2013.

McGill

Concordia

UdeM

UQAM

7 944

5 154

8 015

3 153

Bachelor

Bachelor

3 147

Bachelor

5 366

Bachelor

1 817

Master

Master

1 596

Master

1 586

Master

1 075

Doctorate

1 254

Doctorate

Doctorate

1 063

Doctorate

All foreign students in fall of 2013

24 266

All foreign bachelor and master students in fall of 2013

21 277

Source: MESRS, Systeme GDEU, donnees au 05 mai 2014.

The number obtained by looking only at the four major universities (24,266) diverges from the aggregate number (31,177) by approximatively 7,000. This is not surprising since Montreal has 67 postsecondary institutions. (see annex II)

Nonetheless, it allows for a conservative approximate of the market size Embrace Montreal is looking at. This estimate is extrapolated from the number of foreign bachelor and master students registered in fall 2013 in either of the four major universities of Montreal (21,227) coupled with the turnover rate of 44%. It amounts to a market share (it is the turnover of total number of students explained in the paragraph) of 9,339 international students, which completely renews every year. Comment by Philippe Ricard: You should define the market your writing about. Ans: it is the turnover of total number of students explained in the paragraph.

Local Student Housing Market

The portrait

The student housing market have been in journals headline lately mainly because of community groups claiming a scarcity and price inflation. Notably, an organisation called UTILE (L'Unite de travail pour l'implantation de logement etudiant) administered a PHARE survey (Prospection des Habitudes et Aspiration Residentielles Etudiantes) in 2014 answered by 11,400 university students of the province.

The result of the study showed that students' households in Montreal can pay up to two times more for their housing than the rest of Montrealers. Even more relevant for Embrace Montreal is the fact that the international students spend $200 more per month for accommodation than their Quebec counterparts.

In an interview to CBC the director of UTILE, Laurent Levesque, said "We have a lack of housing, about 5,000 to 6,000 rooms in residence," Levesque said. "It allows for only about three per cent of the student population to live in residences, compared to about 50 per cent in Boston.

The consequences of this situation have motivated the Concordia Student Association (CSU) to take action. After a successful referendum the CSU created a cooperative student housing initiative that will build a residential project for Concordia students.

The offering

Despite the scarcity, international students arriving in Montreal have multiple accommodation options. However, studies have shown that none of those options are perfect substitute to Embrace Montreal's service. There is nonetheless many substitutes available. These are the universities' student residencies, the privately owned student housing, and the regular residential renting.

Universities' student residencies

All majors Universities provide such services to different extent. For example, McGill has one of the largest residency program while HEC has very few places. The cost of those accommodations also varies largely.

Universities:

Bishop

Concordia

McGill

HEC

ETS

UQAM

Single room

Double room

Single room

Double room

Single room

Double room

Single room

Shared apartment

Shared apartment

1 069 $

Privately owned student housing

Many private companies also target students. Their offering is similar to universities since they offer shared room or single room. The price is however consistently higher than educational institutions. Their installations however provide many service like gym, pool, game room, and common room. While some claim to have a sense of community, the magnitude of their establishment can absolutely not offer the type of experience Embrace Montreal is.

Private student residencies:

Evo

Ste-Cathys

La Cite

Parc cite

La Marq

Single room

Double room

Single studio

Single room

Single studio

Shared apartment

Single room

Double room

Shared apartment

1 200 $

Key Competitors / SWOT Analysis

Keen Footwear

Strengths

Weaknesses

Opportunities

Threats

We Are One Shoes

Strengths

Weaknesses

Opportunities

Threats

Target Market

Living the Lingo is focused on selling to Consumers (B2C).

Target Market profile for Living the Lingo:

Men & Women

Holding a university or college degree (demographics)

Income:

Keys to Success

Customer Survey Summary

4.0 Sales & Marketing

Pricing Strategy

In its initial phase, the only source of income for Embrace Montreal is the rent. This aspect is primordial especially since the company offers a totally new service. In other words, until the Company can demonstrate efficiently its added value, it will be difficult to justify a premium on the rent. Moreover, The Lingo Lab is not devoted to become a source of income. On the contrary, it should always remain affordable to facilitate its mission.

The pricing strategy is then influenced by two main factors: the accommodation and the service. The major component, however comes from accommodation. Comment by Philippe Ricard: _Re-opened_

Marketing Strategy

One

One

Two

Two

Three

Three

Living the Lingo's marketing strategy is multifold -- its three axes are the participants, the facilitators, and the community.

Participant Focus

Our participants are experienced in customer acquisition & customer relationship. That is the core of its marketing strategy. Comment by Philippe Ricard: Not very clear! Please explain.

Facilitator Focus

Living the Lingo's relationship with its facilitators is mutually beneficial. Our strategy with them is to strengthen their part of the bargain which consist in being an active participant by creating value in the services offered, as a differentiator from others in the social initiative. taking ownership of this initiative and personal growth. Comment by Philippe Ricard: Same problem. Explain.

Community Focus

Embrace Montreal approach is to give the utmost realistic experience of Montreal to its participants. Following that logic, Living the Lingo will seek collaboration from a pool of individual, groups, and organisations resulting in a 360° perspective on the city.

Primary Marketing Activity

Marketing Objectives

Goal #1:

Goal #2:

Goal #3:

Positioning Statement

The Sales Process

5.0 Operations

Location(s)

Location is a key aspect in order to attract potential customer, but more importantly to ease the operations. Proximity of public transport, services, universities and, major attractions helps simplify the logistic and the cost of Embrace Montreal. Fortunately, the proposed building in question belongs to the "Bureau d'Etudes socio-graphiques BLR Inc." -- a private enterprise with family link to one of the co-founder, Sebastien Lavoie-Ricard. Obtaining office space there could be a strength of Living the Lingo since it is situated in the heart of the "Quartier Latin" -- close to the intersection of Maisonneuve St. & Saint-Denis St. The complete address is:

349 Emery St.

Montreal, H2X 1J2

(QC) Canada

. It is a mix-use subdivided property of three-storey. It has a Tea Shop on the ground-level and four residential apartments on top. Living the Lingo and the "Bureau d'Etudes socio-graphiques" reached an agreement concerning that building.

The proposal stipulates that Living the Lingo seeks three appartments (n° 2-3-4) on rent for an undetermined period. The cost of evicting the tenants and the renovation cost will be borne by the "Bureau d'Etudes socio-graphiques" with a particular attention to cost minimization. Comment by Philippe Ricard: There is no such agreement up to now. BES sees with a favorable eye the TTL project. But we are in the process of negotiating our participation.

In this proposed agreement, by extension, the "Bureau d'Etudes socio-graphiques" would become a shareholder of Living the Lingo and one of its representative gets appointed to the BoD of Living the Lingo. Comment by Philippe Ricard: The CA of BES has not discussed this option. Myself being one of the directors of LTL does not mean that BES is a shareholder. All this is in the process of negotiation.

One aspect of Living the Lingo is the importance it gives to space. It aims at providing accommodation that is comfortable, designed to foster interactions, and situated in vibrant neighborhoods. All those criteria are met by the original Lingo Lab. It is situated in the "Quartier Latin" next to the UQAM University.

Moreover, participants cohabit with one or more cultural ambassadors. The cultural ambassador acts as animator and observer.

With Embrace Montreal, Living the Lingo proposes a whole new approach to integration based on the interaction with local community, both, social and intellectual exchanges, the effect of time and the dynamic of groups. It forms a unique setting where participants can live an impactful experience.

Embrace Montreal constitutes a light structure providing a… READ MORE

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