1. Toshina Jessamy 11th Grade Age: 16
Jock To Scholar
Toshina Jessamy
11th Grade
Age: 16

2. Business Profile Service
A tutoring service provided for inner-city youth but targets the student athlete who doesn't have the resources to exceed to the next level which is going to college to play their sport. I will provide them with the tutoring they need and consult with them on the recruiting process and specifics for various division schools.
Type of Business:
Service
Customer will be satisfied that they have college opportunities and have excelled in their high school education with the help and support of the program.
Legal Structure:
Sole Proprietorship—I possess the knowledge to get the job done right when educating the student athlete 1

3. Opportunity
Opportunities
No other tutoring service provides academic support and assistance with the recruiting process
Inner-city youth do not have the proper resources to proceed to the next level in education and athletics
Changes in NCAA rules makes it harder for inner-city student athletes to advance
Qualifications
8 years of experience as a student athlete
Bilingual (English & Spanish)
Well educated in knowing the qualifications of being a division 1, 2,or 3 student athlete 2

4. Consumer Profile By Location Hartford, CT and surrounding areas
By Population
Student Athlete males and females ages
13 to 19
By Personality/Behavior
High school athletes who need assistance
to maintain/improve grades and also wants to be recruited
By Income
middle income households 3

5. Competition Competitive Advantage Excellent
Competitor
price
Quality
Greatest Strength
Greatest Weakness
Kumon math and reading center
$250/Two sessions
Good
Use of placement test
Only open two days a week
Sylvan learning center
$100/session
On-line support
No at home private tutor
College Nannies
& Tutors
$450+/4 sessions
Excellent
Provide baby-sitting service and tutoring
Only 2 franchises in CT and not located in the city
Competitive Advantage
More convenient location for Hartford student athletes
Give a flat rate charge 4

6. Marketing Mix Price: Place: Product: Promotion:
More affordable price than the leading competitors with the goal to get the student athletes grades or SAT scores up so they can go to college
Place:
Hartford,CT and surrounding areas
Product:
Friendly education/recruiting assistance
Promotion:
Business cards, brochures, flyers, internet (website/social networking sites) 5

7. Marketing Plan $115.58 Free $16.50 Purchase Retention Phase Method
Description
Cost
Awareness
Business cards
Brochures
Flyers
Internet / social networking
Handed to student athletes after high school sporting events, contains website for social networking
$115.58
Purchase
Friendly affordable tutoring/recruiting service
Offer payment plans, provide excellent customer service and invaluable information
Free
Retention
Free tutoring session if you refer a friend.
Helps tutor and student athletes build a connection and establish long term relationships
$16.50
(30% off 1st
2 hrs.) 6

8. Cost of Materials/Direct Labor
Definition of One Unit
2 hrs of Tutoring 3 days
a week
(plus recruiting consultation)
Cost of Sales Per Unit
Direct Labor
(Labor Cost per Hour)
Time (in hours) to make 1 unit
Direct Labor Cost Per Unit
$8.25
6 hrs
$49.50
Total Direct Labor Per Unit
Material Description
Cost/Total Quantity
Cost Per Unit ($)
Total Material Cost Per Unit
0.00
Variable Costs Per Unit (gas)
$3.00
$52.50 8

9. (plus recruiting consultation)
Economics of 1 Unit
Definition of One Unit
2 hrs of Tutoring 3 days
a week
(plus recruiting consultation)
Selling Price per Unit
$200.00
Direct Labor Per Unit
$49.50
Materials Per Unit
$0.00
Total COGS Per Unit
Variable Costs Per Unit
$3.00
Total Cost of Sales
$52.50
Gross Profit Per Unit
$147.50 9

10. Time Management Plan Business Schedule for a Typical Week
Entrepreneurship
21 hrs
School Hours
44 hrs
Sleep
56 hrs
Free-Time Hours
47 hrs 10

11. Average Monthly Fixed Costs
Type of Fixed Cost
Monthly Cost
Entrepreneurial Stipend
$50.00
Advertising
$58.85
Rent/ Utilities
$10.00
Depreciation
$8.80
Utilities
$40.00
Total Monthly Fixed Costs
$167.65 11

12. Monthly Sales Projections
Units Sold
January 2
February
March 3
April
May
June 4
July
August 5
September
October
November
December
Monthly Break-Even Units 2
Total = 39 13

13. Projected Yearly Income Statement
Selling Price Per Unit
$200.00
# of Units Sold 39
Total Sales
$7,800.00
Total COGS
$1,930.50
Other Variable Costs
$117.00
Total Variable Costs
$2,047.50
Gross Profit
$5,752.50
USAIIRD (Yearly)
$2,011.80
Other Costs/Unforeseen
$1,000.00
Total Fixed Costs
$3,011.80
Profit before Taxes
$2,740.70
Less Estimated
$685.18
Net Profit
$2,055.52 14

14. Return on Investment Return on Sales
(ROS)
26%
For every $1 dollar of sales,
my business earned :
$0.26
(ROI)
270%
For every $1 dollar invested,
my business earned :
$2.70 17 14

15. Entrepreneurial hours needed for start-up
Start-up Investment
Entrepreneurial hours needed for start-up
Wage I
pay myself
Total start-up
time investment
40 hrs
$8.25
$120.00
Item
Where I will buy this?
Cost of Item
3 SAT prep books
Barnes & Noble
$38.58
250 Business Cards
Vistaprint.com
$58.85
Laptop
Wal-mart
Already owned
Cell Phone
$40.00
CASH RESERVE covering 3 months of fixed costs $
Estimated TOTAL START-UP INVESTMENT
$760.38 15

16. Financing Strategy for Total Start-up Investment
Source
Amount
Debt
Equity
Gift
Personal Savings
$380.19 X
Relatives/Friends
Total: $760.38 18 16

17. Social Responsibility Plan
Jock To Scholar will partner up with the Wilson-Gray YMCA Youth and Family Center in Hartford and will host a 1 week summer camp.
Consumers will be aware of this on the Jock to Scholar brochures and business cards. 17

18. Business & Educational Goals
- Graduate from high school and attend Southern Connecticut State University and play basketball
- Graduate from college with a bachelors degree
in Athletic Training
Business
- Hire two employees by the end of the second year of business
- Hope to expand tutoring/recruiting services and open 2 new locations by the end of the fifth year 18

19. Thank you for your consideration of Jock to Scholar
At Jock to Scholar we believe in turning your Average Athlete into a Student Athlete. 
Thank you for your consideration of Jock to Scholar
Website coming soon 19