Atlantic High School

Business Plan

João Privatti,
October 9th, 2022

 ATLANTIC HIGH SCHOOL

 Executive Summary

Product
Atlantic High School offers the best quality teaching service at an average price for the market.
Our focus is on results and efficiency in student training throughout their academic period. The
school provides support from kindergarten through high school.

Customers
The potential customers of Atlantic High School are parents with a medium/high salary who
have as an objective the best education for their children. We are specialists in the cognitive
and functional development of the student where he/she will develop critical thinking and skills
directed to academic life in college. We direct the student to, above all, learn how to study and
understand the concepts taught in the classroom in a dynamic and intuitive way. We want the
success of every student who passes through here and that is why Atlantic High School makes
a point of keeping up to date with the demands of the market and offering ways for the student
to enter the field of work he/she wants after graduation.

Future of the Company

The field of education never stops developing and it is our job to stay up to date and meet
market demand. We aim in the future to set up an online integration where, through a digital
platform, we can expand our way of teaching. Maybe someone in a less accessible place can
have access to the internet and be part of a quality education like ours.

 ATLANTIC HIGH SCHOOL

 Company Description

Mission Statement
Provide the best and the most effective education system in the country.

Principal Members
João Privatti — Owner, CEO
Layon Assis — Marketing Manager

Legal Structure
Atlantic High School is a private equity company located in the city of Rio de Janeiro - Brazil

 ATLANTIC HIGH SCHOOL

 Market Research

Industry
The Brazilian education system is quite outdated and fails to provide solid guidelines for
students. Many schools make the mistake of following the institutional pattern indicated by the
regulatory body and this makes the system rigid and counterproductive. The result of this is a
huge mass of students with no purpose and are ineffective when entering the job market.
According to a survey by the University of Minas Gerais, in 2016, 90,000 engineers were fired
and became app drivers. Of course, there are other factors that contribute to a scenario like this,
but this is just one example of how demand does not meet supply. In an interview with some of
these companies in the field of civil construction, most of them said that the reason, besides the
adverse economic scenario, was the poor training of many of these engineers. Therefore, I
believe that the formation of a solid base and efficient preparation is more than important for
these students who dream of one day entering the job market that becomes more competitive
every day.

Detailed Description of Customers

The target consumers for Atlantic High School are parents who have a medium/high salary and
who prioritize quality study for their children. Our product is not cheap, but it delivers what it
promises. Our targets can be business owners, human resources directors, sales managers,
project managers, or any parent who understands our quality and what we propose to offer. Our
approach would be to get in touch with companies close to our location and understand the
needs of these customers. The objective is to become unanimous in that area and to set up a
solid structure in which there are not many options for the employees of these companies. We
will make a point of showing that we are the best and that it would be more convenient for them
to have their children enrolled with us.

Company Advantages
We are based on results. Our focus is to build an environment where the student feels
motivated and excited to be there. Breaking this barrier that the school environment needs to be

 ATLANTIC HIGH SCHOOL

 something boring and massive and that in the end does not make students really motivated to
enjoy learning. I believe this is the objective, to form a professional in the future, but above all a
human being who can contribute to the country in the best possible way.

Our competitive advantages are:

 Quality teaching
 Full-time education
 Yoga and meditation classes
 Brazilian jiu-jitsu
 Sports incentive programs
 Theater workshops
 Contemporary art workshops
 Math and robotics workshops
 World program where we teach other types of language.

Regulations
Atlantic High School meets all resolutions in accordance with the federal entity of the education
system in Brazil (MEC). All legal situations of the facility and the business model comply with
current legislation.

 ATLANTIC HIGH SCHOOL

 Service Line

Product/Service
Services Include:
 Kindergarten
 Elementary School
 High school
 Monitors for extra-class help
 Sport incentive program
 World program teaching other types of languages
 Sale of uniforms
 Sale of books
 Enrollment fees

Pricing Structure
Atlantic High School will offer annual services at the following rates.
 Kindergarten - $7,499
 Elementary School – $8,199
 High school - $8,999
 World program teaching other types of languages - $1,999
 Enrollment fees - $199 (One-time fee)
 Extra Workshops - $499

Product Lifecycle
I understand that in the field of services, the life cycle of the company depends exclusively on its
founders. If we are being competitive and provide a service that doesn't lag in the future, we'll
be able to maintain the system for a long time. The education sector is a sector that only grows
and that has a huge margin to be explored.

 ATLANTIC HIGH SCHOOL

 Intellectual Property Rights
The Atlantic High School has the registration of its trademark at the trademark law office located
in Rio de Janeiro. All process property and intellectual property are protected as our logo and
domain. We also register linguistic variations that can be assimilated with our brand to prevent
other entities from taking advantage of this in the future.

Research and Development

The company is planning to conduct the following research and development:

Creation and development of a more basic system that can serve a more needy public. The
focus of this project would be to develop and apply our education system in a way that
generates results at more affordable prices.

Realize the effectiveness of distance learning with projection in virtual reality where students
and teachers can be integrated into a common environment and have better cognitive learning.
The objective is to reach places that possibly do not have a structure to receive an investment
from a physical unit. In addition to taking our education system to areas of difficult access.

Elaboration of a scholarship program that aims to reward and praise students with the best
grades. Develop partnerships with universities in other countries and make an exchange plan so
that these students reach their full potential.

Program of inclusion of students with disabilities. Develop a project in which we can in the future
serve these students with special needs with the help of trained monitors and teachers. The
project includes a study of the number of students in that area who need special attention, and
then an investment in facilities and in the teaching model for this audience. It would be a non-
profit project, serving only to increase the company's equity and value, in addition to providing a
public service that the government is unable to solve.

 ATLANTIC HIGH SCHOOL

 Marketing & Sales

Growth Strategy
To grow the company, Atlantic High School will do the following:
 We have a very strong presence on social media. We use paid traffic to boost social
media platforms for brand awareness and promotion, in addition, to showing our projects
and results to our potential targets.

 We hold lectures and events with specialized professionals, such as psychologists,

neuroscientists, business owners, and more. We use it to attract new customers and
generate impact in that environment.

 We partner with parents who own businesses. We offer discounts to him for whoever
else he brings to our school.

Communicate with the Customer

Atlantic High School will communicate with its customers by:
 Meeting with the parents and potential clients within targeted companies

 Using social media such as Instagram, Twitter, YouTube, Facebook, and LinkedIn

 Providing contact information on the company website

 “How can we improve” surveys on the lobby of the facility

How to Sell
Currently, the person responsible for Atlantic High School's sales is Layon Assis. As we
generate more profits, Atlantic High School will give more attention to this sector by adding new
staff to help with this matter. This individual also provides the company's social media and
online marketing support. Our company will increase its presence through exhibition shows, and
sponsorship of public events.

 ATLANTIC HIGH SCHOOL