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BUSINESS PLAN

BY
CORNEL RAGEN
NOVEMBER, 2011
CHAPTER ONE
1.0 THE BUSINESS DESCRIPTION
The following document is a business plan of Naet Inspire Centre. It contains details of
the business owner and how the business will be managed. The business is placed under
personal development in the human resource industry. It is aimed at providing an avenue
for talent search and transforming the mindset of young people both in school and out of
school to enable them live beyond their circumstances. It has a great expectation of
facilitating the emergence of informed and motivated youth across the continent .
The center will be profit making venture that will seek to impart knowledge to clients at
the same time seeking to achieve and maintain its objectives. The centre is the brain child
of Mr Chepkurir ipkemoi a holder of a Master !egree in "usiness #dministration$
%uman resource speciali&ation' a "achelors !egree in (ducation Counseling and
currently pursuing a professional %igher !iploma in %uman )esource management.
*Naet+ is a alenjin word that means *knowledge+. nowledge is defined by the ,xford
(nglish !ictionary as expertise' and skills ac-uired by a person through experience or
education. the theoretical or practical understanding of a subject. what is known in a
particular field or in total. facts and information. or awareness or familiarity gained by
experience of a fact or situation. This is what will form the core business of Naet Inspire
Centre.
The proprietor intents to make an entry into the market through collaboration with
training institution with /econdary /chools being source of market by targeting the
school leavers. 0rowth will be reali&ed through participation on education forums in the
area' regionally and even nationally as this will enable the institution to ac-uire publicity.
Naet will develop interesting stories to meet teen client1s demands. later on radio talks
that are marketable and are up to date with the current trends in the market will be
developed. Market growth /trategies will be developed to help in the expansion and
development of the centre. Naet1s main goal will be to increase the transition rate in
schools and colleges by providing motivational talks' mentoring teens' listening to their
challenges' initiating volunteer programs and building personal relationship with teens.
1.1 The Sponso
1.1.1 O!ne B"#$%o&n'
2
The proprietor is Mr. Musa . Chepkurui. %e is 23 years old and lives at marakwet
district. Currently he works as an education and training officer with enya union of
savings and credit co$operatives4kuscco5.
Mr Chepkurui who is the owner and director of Naet inspire has a Master of "usiness
#dministration4M"#5 %uman resource management option and ".(! Counseling both
from enya Methodist university. The proprietor ac-uired the above between the years
6778 $6797. :rior to this the owner had trained as a mechanical engineer to higher
diploma level with enya industrial training institute and (ldoret polytechnic
respectively.
%e was motivated to go into motivational consultancy after many complaints from the
youth about economic empowerment and career advancement. %e started gathering
information and studied the prevailing factors of training opportunities within the district
while serving as personal assistant to the area member of parliament. "esides this the
proprietor conducted several youth meetings and forums while serving both as a personal
assistant and an instructor with kapenguria home craft.
The proprietor will use his knowledge of human relations and counseling to enhance his
customer care management
The center will engage highly trained and experienced motivational speakers and
facilitators who will provide education based on the set programs and a frame work that
will create a high management and -uality inspiration that is of value for money.
(xperienced personnel will be brought on board to execute the program activities. This
will be an added team to the proprietor as he carries on the administrative duties of the
centre.

1.1.2 The Popose' O!nesh(p S)&#)&e
3
Naet Inspire Center will be initially financed through owner1s savings of ksh ;77'777 and
/acco loan of ksh 9;7'777. This is because sacco offers low interest on loan and the
repayment period can be negotiated depending on the circumstances. "ank loan can also
apply if there is urgent need. <amily and friends contributions will be ksh 977'777. This
will be used in the entire business finance plan and budget.
Lo"n #"*#&*")(on
:rinciple $ 9;7'777=28 >?'988=> per month
Interest $9;77777 x 97@ x 9=96 >9'6;7=>
Monthly remittance to the sacco >?'988=> A9'6;7 => >;'?98=>
Be"$ 'o!n o+ #"p()"* ,$shs-
i.5 Individual /avings ;77' 777=>
ii.5 /acco Boan 9;7' 777=>
iii.5 <amily and friends 977' 777=>
Totals 3;7' 777 =>
O!nesh(p (n pe#en)"%e
Individual /avings ;77' 777=> C 977@ > ./0
3;7'777 =>
/acco Boan 9;7' 777=> C 977@ > 200
3;7' 777=>
<amily and friends 977' 777=> C 977@ > 110
3;7'777=>
2(((- D("%"3 Po4e#)(on
4
Fig 1.1 Source of Capital
Source: Author 2010
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1.2 THE BUSINESS
1.2.1 Des#(p)(on o+ )he B&s(ness
The business name will be Naet Inspire Centre. *Naet+ as earlier stated is a alenjin
word that means knowledge. Naet Inspire Centre looks at setting up an administrative
center at a rental space that will work out initial arrangements of the plan. The start
period is projected for the year 6796 in Danuary.
The business will be a sole proprietorship at its initial stages in order to facilitate a faster
initiation process. The many advantages are. less legal re-uirements making it easy to set
up' -uick and easy decision making' high contact hours with customers and employees
make it easy to discover customer needs and employee concerns which translate to
client confidence and loyalty. The main activity is to create awareness through training'
career coaching' education and other development programs for alternative livelihoods.
,ut of the awareness creation many will gain insight that will enable many people use
their potentials. Eith this the principal customers will include the secondary school
leavers' residence of kapsowar area' business people and teachers.
1.2.2 Des#(p)(on o+ )he B&s(ness Lo#")(on
Naet inspire office and other support facilities will be on the first floor of marakwet
teachers sacco pla&a in kapsowar town a prime section of a fast growing rural urban
center with schools' shopping centers' entertainment spots etc. The centre location is
designed for high volume of business the whole year round' with revenues and profits to
match.
The prestigious modern building is a selling point in itself. Teachers often run many of
their activities within the premises and they take progressive information and report to
their schools and villages
The facility is served with a reliable public transport and an ample parking with
maximum security throughout. The choice of the location is informed by cheap cost of
operations given that rent' clean piped water' electricity and other overheads are relatively
affordable.
6
5(% 1.2 M"p Lo#")(on o+ )he Popose' B&s(ness
Source: Author 2010
Kapsowar
Boys
Secondary
School
Marakwet
County
counsil
Hall
Moi Girls
Kapsowar
District
Educatio
n Ofcers
Ofce
District
Commission
ers Ofce
From
Eldoret
7
Marakwet
eachers
Sacco !la"a
1.2.1 6&s)(+(#")(on +o )he Nee' o+ B&s(ness Ven)&e
Naet inspire shall be located at a place where a centre of its kind does not exist. # gap
exists in the sense that there are many high schools around the place and the population is
large. /chool leavers chart their own way through trial and error while some who travel
to other downs like (ldoret 9F7 km away from kapsowar incur a lot of costs.
This part of kapsowar is an upcoming place in population and business activities hence
demand for motivation and inspiration arise every other day. This pitch the centre at a
win situation as it stands to contribute in the reali&ation of an enhanced human resource.
The government policy direction is very positive and encouraging for Naet. #ccording to
vision 6727 the government blue print document to guide the country till 6727 education
is one of the F social pillars for prosperous enya. The vision 6727 lists five major
challenges in education that Naet inspire sees as an opportunity. Naet will respond to
some of these challenges by improving the transition rates from secondary to tertiary
levels. The most daunting challenge among these is to create a cohesive society imbued
with culture of hard work' efficiency and one that values transparency and accountability
respecting the rule of law and great concern with the environment.
Gsing mentorship' motivational speaking and edutainment' Naet is positioning itself to
begin this task of improving the transition rates in high school and building the values of
future enya by helping teens ac-uire modern skills for global competition.
The contribution of this centre to the local community shall be that those who are unable
to travel to other towns for such services shall be served. (mployment opportunities
especially for office administrators and logistic officer who maintains the facility will be
of great economic empowerment.
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1.1 THE INDUSTRY
1.1.1 The S(7e o+ )he In'&s)8
The business is placed under the education industry where it seeks to impart knowledge
and skills development in the said area.
It deals with consultancy' inspiration and motivation whereby it targets schools' school
leavers' collage students and youth1s in general
The business major area of focus is in human resource practices which is very wide' and
inspiration and motivation are some of the areas of development.
1.1.2 9e8 Ch""#)e(s)(#s o+ )he In'&s)8
The proposed venture is not well developed in the area as most educational venture are
primary schools and secondary schools with a few collages. This makes it justifiable for
this type of business.
The proposed business will be in the motivational speaking in human resource. It will be
labor intensive and utili&ing sophisticated technology such as overhead projectors and
computers. The average number of number of employees will be twenty personnel.
T":*e 1.1
De)"(*s S3"** Me'(&3 L"%e
Asse)s ,$shs- 9$ 977'777 977'7779$2;7'777 2;7'779 plus
Ann&"* S"*es
Vo*&3e
;7' 777 H 977' 777 977'779$2;7' 777 2;7' 779 plus
N&3:e o+
E3p*o8ees
9$; 8$67 67 plus
Table 1:1 Size of Firm in the Industr
Source Author 2012
The business is considered to be in the medium si&e category. This is defined in today1s
thresholds in terms of employment' turnover and assets. It will also incorporate a
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reasonable amount of flexibility around year$to$year changes hence the business -uality1s
as medium si&e.
"asically the business will re-uire labtop.projector and flipchart.
There is no immediate competition in the vicinity save for the ones at (ldoret town
9F7km away. %owever guiding and counseling departments in schools' churches' and
groups that give mentorship services in schools can be considered competitors.
The business will experience some fluctuations in its activities especially on the early
part of the year. Most customers commit most of their resources to paying school fees and
farm inputs since the business area is an agricultural &one.
#mong other seasonal factors are political dynamics' hypertarbulent socio$economic
activities' legislation and technological shifts which may negatively affect the market
even though they are the source of the major issues that the centre is poised to handle.
1.1.1 The In'&s)8 Ten's "n' Pospe#)s
This is an industry with unlimited potential in both personal and corporate development.
Motivational speaking has come about because of the reali&ation that people have great
potential beyond their areas of training and speciali&ation and more so the shrinking wide
color market
The introduction of the free F.?.? system of education and the 6772 policy of free
primary education by the Narc 0overnment' education sector has grown with increased
number of education centers and joint collaborations among learning institutions
becoming the norm. The numbers of graduates from such institutions have been tripling
every year. #nd they are released to the job market with few skills to allow them navigate
through the shrinked market. In the other hand the transition rates from one level of
education to the other is also affected because of the limitation of infrastructure. /uch
mismatches have left many youths to miss training opportunities hence becoming
pessimistic and hopeless. %owever people need somebody to motivate them to be
creative to enable them operate above prevailing challenges
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0rowth in the industry is very progressive especially in training institutions and business
organi&ations. Motivational books and inspirational literature are in the rise both in the
print and electronic media. ,rgani&ations and individuals invest in motivational
workshops unlike in the past. <rom general observation motivational forums have
become popular in the recent past by attracting a high number of participants.
Eith the coming of internet technology learning has been made easier since learning can
be done online' there is development of ICT related courses and research work has been
made easier due to availability of online data.
/cholarly articles and journals with varied opinions can be shared widely and very fast
electronically making the industry operations very convenient. Communication and
decision making is very affordable because of the cheep on line internet services safe for
starters.
Competition is not intense as demand is high and the available institutions that offer such
services don1t meet the demand as a lot of school levers are left to seek other alternatives.
1.; THE PRODUCT.
This is service industry which deals with personal development. The services are
intangible' %owe ever the results have far reaching impact on the production and general
life' of students' school leavers and youth in the business community.
The -uality of the product is determined by the person delivering the message. This mans
it is affected by the persons communication skills' presentation skills' scope of
knowledge and experience.
The business will be dealing with inspirational and motivational services which
empowers the youth in many areas of life which include talent search' career coaching
guidance and counseling management programs and other alternatives to livelihoods
Naet Inspire Centre will seek to provide -uality inspirational and educational materials
that are comprehensive and conclusive.
The services offered in the centre will reduce cases of school dropouts and school leavers
will be e-uipped with skills that will make them make well informed decisions about
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their lives. #s a result an empowered society will be reali&ed' this is an enabling
environment for all to invest.
Naet will be using a uni-ue model organi&ed into three impact groups. These impact
groups areI
Teen *e"'es. These are the people who will be involved in managing and leading in
Naet .
Teen "n%*es. These are the people who provide wings to the Naet business or cause
Teen 3en)os .These are the people who provide shoulders and reach out to teens.
This model will give the business an advantage over other competitors.
1.< ENTRY AND GRO=TH STRATEGY
1.<.1 The en)8 S)")e%8
Naet Inspire Centre will use a strategy of total -uality in services. The institution1s
promise is in its location' the services offered as well the people attraction and the
atmosphere to be created.
To capture a high market share Naet will embark on use of business cards which contain
necessary details of the centre. #lso it will adopt a policy of affordable fee and
installments as this will allow customers draw services at their ability and become loyal
to Naet
The centre will have no major competitor based on its location. however marketing
strategies will be developed to pursue customers. The centre will develop career
counseling programmes with secondary institutions in the area and in the region to help
tap the post secondary levers. These will serve as promotional programs.
Baunch marketing will be carried out to promote awareness' build immediate traffic and
establish a brand image via several methodsI which include local print broadcast media'
free counseling day and desirable centre ambiance.
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1.<.2 The Go!)h S)")e%8
The location is a prototype of future sites. The set up is one that will offer key element in
a successful operation.
/ince the business is in its startup stage the owner holds the believe that the centre will be
successful because human beings from widespread regions regardless of racial divisions
and social caliber direly and constantly need useful life skills to win a way through in
order to face and subdue existing and emerging obstacles evident in the world of today.
This explains why the services are most likely to attract the attention of targeted
customers
#s part of future plans the proprietor intents to involve the community in most of its
programs making it an integral part of the local and world community. This will generate
goodwill. create opportunities to forge important contacts with key people.
In order to attend to wider scope of clientele the proprietor will set up a branch office
strategically at (ldoret town as part of its expansion strategy.
#t the long term the centre will ac-uire its own plot and build own offices and conference
hall for holding seminars so that it cut down expenditure on rent.
The centre will invest on research and development to enhance programs with market
demand and tailor make courses for businesses and corporate institutions regionally.
1.. THE BUSINESS GOALS
1...1 Sho) )e3 %o"*s
To satisfy the unsatisfied inspirational demands by the first year
To increase the service range to cover a wider market segment by 6792
Create employment by 679?
To engage high skilled motivational speakers.
:rofit maximi&ation by 6792
13
1...2 Lon% )e3 %o"*s
To be the market leader in the region by the year 679;.
To open branches outside kapsowar in next five years.
To ac-uire a land and put up the business premise to reduce expenditure on rent
by 6766
To be the best inspirational centre in enya and east #frica in the first five years.
%ave a well e-uipped and serviced ICT centre
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CHAPTER T=O
2.0 THE MAR9ETING PLAN
The market plan forms the second part of this document. It seeks to address the situation
and plans within the marketing part of Naet inspire center. The market plan discusses the
potential customer perspective' the market si&e' competition' the pricing strategy' sales
statistics' advertising strategy' distribution assumption and methods of promotion.
2.1 POTENTIAL CUSTOMERS
2.2.1 Des#(p)(on o+ po)en)("* #&s)o3es
/ince the proprietor intents to make an entry into the market through collaboration with
training institution and /econdary /chools being source of market by targeting the school
leavers' the customers are classified as youths and teenagers.
The customers are considered to be at an age that really needs inspiration and motivation
as they seek to make carrier choices in life. The customers fall in the age bracket nineteen
years to thirty years. The customers are considered to be students and will largely depend
on their parents or guardians to contribute for there service ac-uisition at Naet inspiration
center. ,ther categories might compose of teachers in the area in need to upgrade there
skills and knowledge and grown ups of diverse background seeking some inspiration be it
in life or in business perspective. The tables 6.9 and 6.6 below show the presentation on a
projected perspective of the customer1s business scene and the current perspective.
T":*e 2.1> The #&en) :&s(ness s#ene
Po)en)("* C&s)o3es Pop&*")(on Pe#en)"%e
#.5 Technical Institutions
".5 Tertiary colleges
C.5 Counseling Centers
!.5 /econdary /chools
(.5 :rimary schools
2
;
9
99
9;
J
9?
2
29
?2
To)"* 1< 1000
Source: Author 2010
15
Figure 2.1 The current business scene

Source: Author 2010
#ccording to the table 6.9 above and figure 6.9 on the current business scene the region
under the proposed business has a total of 2; learning institutions' out of the 2; 4?2@5 the
highest representation is of the primary schools composed of 9; institutions' others are
/econdary /chools 29@' Tertiary colleges 9?@' Technical Institutions J@ and
Counseling Centers 2@ respectively.

T":*e 2.2> The po4e#)e' :&s(ness s#ene
Po)en)("* C&s)o3es Pop&*")(on Pe#en)"%e
#.5 Kouths from training institution
".5 Kouths from /econdary /chools
C.5 Non youth customers
2'777
9';77
;77
87
27
97
To)"* <,000 1000
Source: Author 2010

Figure 2.2: The pro!ected business scene
16
Source: Author 2010
The table 6.9 above indicates the projected business scene which composes of Kouths
from training institution' Kouths from /econdary /chools and the Non youth customers.
It is observed that with the high number of school leavers and graduates from collages
and technical institutions the population is out to seek for education =services that are
consistent' affordable and those that are conclusive to much there demand.
Naet inspire center will seek to have its services offered at different schedules to meet the
customers demands. The institution will run classes during the week and over the
weekend where time schedules will be of morning sessions' afternoon' evenings and
those that run through the weekends.
/essions are proposed to run on -uarterly basis that will form up a session of three moths
where a test session will be conducted to gauge the student1s level of learning. The
services will be purchased on 87@ payments of the proposed service and the balance paid
installments over the contracted period.

2.1.2 The M"$e) S(7e
17
The actual school going figure according to the area education district officers as per the
677J H 6797 figures estimation is of ;777 students at the primary and secondary level.
The proprietor intents to make an entry into the market through collaboration with
training institution with /econdary /chools being source of market by targeting the
school leavers.
The business is placed under the education industry where it seeks to impart knowledge
and skills development in the said area. Eithin this industry in the stated area there are 2;
learning institutions in from primary level to the collage level. Immediate competitors
can be considered to be the technical institutions considered to be taking ;7@ of the
market share' counseling centers 97@ of the market share and the mushrooming tertiary
colleges about 67@ of the market share. "elow is an illustration of some of the known
and well established competitors.
T":*e 2.1 M"$e) C*"ss(+(#")(on
NAET Cen)e B(7n" T&3"(n( Cen)e
Asse)s (n $shs 977'7779$2;7'777 ;77'777 377'777
S"*es Vo*&3e 977'779$2;7' 777 ?77'777 F77'777
No o+ e3p*o8ees 8$67 67 2;
Source: Author 2012
The figure represented under Naet centre in the table 6.2 above indicates the projected
amount on assets' sales volume and the expected number of employees.
The si&e is considered to be favorable considering the services offered by the
competitors. The projected amount to be put in service to this plan will meet the
competitor1s margin considering Naet will deal with consultancy' inspiration and
motivation whereby it targets schools' school leavers' collage students and youth1s.
Considerations are also made to established individuals or grown$ups who might be in
need of such services. (stimation is made that Kouths from training institution
comprising of 2777 487@5 will need our services' Kouths from /econdary /chools 9;77
18
427@5 and Non youth customers ;77 497@5 would be in a position to need our services.
To this estimation is made of at least 67@ of the current market population.
2.2 THE COMPETITION
2.2.1 Po)en)("* Co3pe)()os
The competitors can be seen to come from the side of Technical Institutions' Tertiary
colleges and Counseling Centers in the area who might up grade there services to
accommodate what is to be offered by Naet centre. In the area of operation "i&na and
Tumaini Centre can be named to be the immediate competitors.
5(%&e 2.1 M"p Lo#")(on o+ )he Po)en)("* Co3pe)()os
Source Author 2010
Kapsowar
Boys
Secondary
School
Marakwet
Conty
conc!l "all
Mo! #!rls
Kapsowar
$!str!ct
%dcat!on
&'cers
&'ce
$!str!ct
Co((!ss!oner
s &'ce
From
Eldoret
Bi"na
#nstitut
e
umaini
centre
Marakwet
eachers Sacco
19
The two major competitors are within the main road link from the (doret town and can
easily be accessed or seen from the main road as illustrated in the figure 6.2 above. This
proves to be and advantage considering the two are nearer to apsowar "oys /econdary
/chool. Gmaini centre is considered to be a big institution considering the nature if
services it offers and its clientele base. "i&na Institute is a small institution seeking to
grow its operations and services offered. To take on the advantage of the two stated
institutions' Naet inspire office and other support facilities will be on the first floor of
Marakwet teachers sacco pla&a in apsowar town a prime section of a fast growing rural
urban center with schools' shopping centers' entertainment spots etc.
The centre location is designed for high volume of business the whole year round' with
revenues and profits to match. The prestigious modern building is a selling point in itself.
Teachers often run many of their activities within the premises and they take progressive
information and report to their schools and villages
The facility is served with a reliable public transport and an ample parking with
maximum security throughout. The choice of the location is informed by cheap cost of
operations given that rent' clean piped water' electricity and other overheads are relatively
affordable.
2.2.2 Co3p"(son o+ )he popose' po'&#)s "n' !()h )hose o+ )he po)en)("*
#o3pe)()os.
Naet Inspire Centre will seek to provide -uality inspirational and educational materials
that are comprehensive and conclusive. The business will be dealing with inspirational
and motivational services which empowers the youth in many areas of life which include
talent search' career coaching guidance and counseling management programs and other
alternatives to livelihoods
The services offered in the centre will reduce cases of school dropouts and school leavers
will be e-uipped with skills that will make them make well informed decisions about
their lives. The services will ensure better and high performance standards' of -uality'
good reputation' an after sales service that will seek to ensure what is learnt is being
20
utili&ed well. This is made in a comparison below in table 6.?. Naet services have a
competitive advantage that will lead to an empowered society and an enabling
environment for all to invest.
T":*e 2.; Co3p"(son o+ po'&#)s
In'(#")os B(7n" Ins)()&)e T&3"(n( #en)e O)hes
Pe+o3"n#e ? ; 2
?&"*()8 2 ? 6
Rep&)")(on 2 ? 2
A+)e s"*es se2(#e 9 9 9
To)"* 11 11 @
"e: 1. #er $o% 2. $o% &. 'oderate (.)igh *. #er )igh
Source Author 2010
2.2.1 Des#(p)(on o+ O2e"** s)en%)h
,f the two major competitors they do strive to reali&e performance of out put as it is
noted that allot of investment is put to ensure better performance. The competitor1s
reputation is not all that good since there is no after sales service to ensure what is learnt
is well utili&ed. To this extent Naet will offer in collaboration with organi&ations in the
area and out at towns like (ldoret to provide Dob shadows and attachments.
#nother weakness could be in terms of competitor1s level of technology reali&ation
which is at a low rating considering students search for technological related services
within the business and market centers at Marakwet. In terms of Bocation the competitors
are well placed' management is also moderately well managed distribution chain as per
the courses on offer can be said to be high since there is demand for learning based
institutions in the area. This is further stated in table 6.;.
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T":*e 2.< Co3p"(son o+ po'&#)s
In'(#")os B(7n" Ins)()&)e T&3"(n( #en)e O)hes
Te#hno*o%8 6 2 2
Lo#")(on ; ; 2
M"n"%e3en) 2 2 2
D(s)(:&)(on
#h"nne*
? ? ?
To)"* 1; 1< 11
"e: 1. #er $o% 2. $o% &. 'oderate (.)igh *. #er )igh
Source Author 2010
In relation to the stated strengths and weakness amongst the two major competitors' Naet
will ensure it employees well e-uipped= knowledge and transparent leadership into the
centre' Invest heavily on ICT' come up with a satellite centre at (ldoret town to curb the
rural urban migration. Naet will also ensure it has a well informed sales team that will
drive the centers sales at a continuous growth level.
2.1 THE PRICING STRATEGY
The pricing strategy for Naet services will be based on exploiting its strengths=advantage
over the competitors. The competitors are likely to continue charging high rates for the
services but Naet will e-uip it self for reali&ation of growing numbers at each -uarter.
"ased on the number of heads per trainer the centre will come up with fees that are
justifiable. Competitor1s prices will also be studied and the nature of services they offer
and the duration they offer such services. The customers who have stayed longer in the
institution will incur some discounts in cost of systems and services on offer. The
Institution will come up with a credit policy based on the duration' performance' payment
pattern and a packaged passed policy.
2.; SALES TACTICS
22
Naet founders recogni&e that to achieve the Company1s revenue objectives' they have to
successfully convince on the advantages of services on offer.
(ach member of the top management team is going to play a leading role in exploring
and finding new markets through personal selling. Negotiating skills to close long$term
business deals with learning institution will be considered. Thus the /ales team will be
composed of the centers staff and with time use the graduates to share on there
experience to others who could be posing as potential clients
To start with the centre will consider marketing within Marakwet area and later to (ldoret
Town. The centre will work on an effective promotional campaign to accomplish through
primary objectives asI
#ttract a -uality workforce that has a desire to be successful
#ttract customers who are constantly looking at knowledge and
empowerment
2.< ADVERTISING AND PROMOTION STRATEGY
2.<.1 A'2e)(s(n% S)")e%8
The Center will use the following medias and promotion tools to advertise and ensure the
center gain considerable recognitionI
o Kellow pages
o "rochures H The objective of brochures is to portray goals as an
attractive functionality
o )adio campaigns in local <M stations
o Caps and T$shirts
o /igns located strategically throughout (ldoret and Marakwet environs
o Eord of mouth from satisfied customers
The following are the projected monthly costs of advertising campaigns .The advertising
costs are variable in nature as not all areas of advertising are to be incurred on a monthly
basis.
The effectiveness measured through the enrollment numbers. Eithin the application form
a column will be developed to gather information on how the client=student obtained
information about the center.
23
T":*e 2.< The Po4e#)e' Mon)h*8 Cos)s o+ A'2e)(s(n% C"3p"(%ns
ITEM COST ,$shs-
Kellow pages ;'777
"rochures 9;'777
)adio campaigns at local radio
/tations
9;'777
/ign boards 97'777
Caps and T$shirts 6;'777
To)"* /0,000
Source Author 2010
2.<.2 Me)ho's o+ Po3o)(on
The company will develop a marketing campaign tools that will conform to its marketing
strategies. The tools are those that can easily be target customers and even the untargeted
one who can get convinced in the process.
Medias such as electronic' print and exhibitions will be employed to ensure the entire
target and the potential customers are attained and well address. The proposed media1s
are widely used in the area and can easily be applied to reach the market. The media1s are
also -uite affordable and the proprietor1s can meet it.
,ther medias and channels will also be explored at to determine the viability and the
level of effectiveness.
The effectiveness of the proposed media will be measured through the enrollment
numbers. Eithin the application form a column will be developed to gather information
on how the client=student obtained information about the center.
24
CHAPTER THREE
1.0 THE ORGANISATION PLAN
1.1 THE ORGANISATION STRUCTURE
5(%&e 1.1 O%"n(s")(on Ch")
Source Author 2010
The centre is the brain child of Mr Chepkurir ipkemoi a holder of a Master !egree in
"usiness #dministration$%uman resource speciali&ation' a "achelors !egree in
(ducation Counseling and currently pursuing a professional %igher !iploma in %uman
)esource management. Mr Chepkurir ipkemoi will be the Managing !irectors of the
Centre and will also seat in the centers ",!. The ",! will comprise of the proprietor
and the collaborators among the training institution representatives that will be targeted
and invited to own shares in the center.
,perations will conducted by the finance manager in charge of financial matters'
administration and human resource manager dealing with labour issues and the
management of the administrative functions in the center' he or she will have support
staff to help in smooth services operations in the center. Teaching staff1s manager will be
head of curriculum and teaching supervision with the help of teachers and mentors under
him or her.
25
Bo"' o+ D(e#)os
M"n"%(n% D(e#)os
5(n"n#e M"n"%e Te"#h(n% S)"++s M"n"%e A'3(n(s)")(on A HR M"n"%e
Te"#hes, Men)os "n'
Co&nse*os
S&ppo) S)"++
1.2 THE MANAGEMENT TEAM
1.2.1 The M"n"%(n% D(e#)o
o)esponsible for provision of overall guidance and leadership of the staff
oCreate relationships with our clients
o#naly&es market and economic conditions to forecast prospective clients
o(stablish L implement short and long term organi&ational goals' objectives' policies
and operational procedures
oTo monitor and evaluate the centers effectiveness
oTo effect changes re-uired for improvement of services
oTo review the systems and procedures of the operations of Naet Inspire Center
oTo ensure operations and services are in line with the changes in the external
environment
o,rgani&e for presentations to the ",! and seek strategic advise from the ",!
1.2.2 5(n"n#e M"n"%e
o :rovide financial services to the center
o Collect money on behalf of the center
o Make payments on behalf of the center
o :roper recording and keeping of accounts books
o Eork with external #uditors
o :resent financial reports to the ",! through the M!
o Implement budget provisions
o #dvice the ",! and the M! on financial matters
o ,rgani&e and advertise marketing matters with the entire management team
26
1.2.1 A'3(n(s)")(on A HR M"n"%e
o :romote the spirit of team work among employees
o :rovide lead responsibility for maintaining developing and improving office
practices and procedures
o Gndertakes %uman )esource :lanning
o :repares the budget for general office administration and distribution of petty cash
o (nsure a good leaning atmosphere prevails
o ,rgani&e and advertise marketing matters with the entire management team
o /upport administrative facilities and staff including staff development
o Management of %) matters' including staff training and development
o !irects and coordinates activities of personnel involved in marketing and the
support staff
o /eats in the interview panel
o Terminates employment of teaching staff with consultation from the teaching
manager and the M!
o !irects compliance of staff with established centre policies' procedures and
standards such as safe keeping of Company funds and property' personnel and
grievance practices
1.2.; Te"#h(n% S)"++s M"n"%e
o In charge of curriculum planning
o Teacher supervision
o %ead of examinations
o /eats in the interview panel
o :articipate in promotion tools preparations
o #dvise the M! on curriculum developments
o #ddress student and teacher issues
o Carry out teacher training planning with the %) department
27
1.2.< Te"#hes, Men)os "n' Co&nse*os
o :rovide teaching services
o Mentor the students
o Invigilation
o :articipate in syllabus development
o #ct as a link between students and the management
o Implement the management directives
1.2.. S&ppo) S)"++s
o (nsure cleanliness on the center
o #ct as a messenger
o Cleaning of the lorry
o "uying of stationery with the assistance of administration manager
o :erforming other duties as may be assigned from time to time
o Maintaining the centre assets
T":*e 1.1 The En)(e Pesonne* Re3&ne")(on
Des(%n")(on Re3&ne")(on ,$shs-
The M"n"%(n% D(e#)o ;7'777
5(n"n#e M"n"%e 2;'777
A'3(n(s)")(on A HR M"n"%e 27'777
Te"#h(n% S)"++s M"n"%e 27'777
Te"#hes, Men)os "n' Co&nse*os 67'777
S&ppo) S)"++s 97'777
To)"*s 1/<,000
Source Author 2010
28
1.1.2 E2"*&")(on "n' De2e*op3en) o+ E3p*o8ees
Naet has developed a clear written recruitment policy and an evaluation policy. The
policy offers guidelines to be followed in this important exercise.
a5 It is the policy of the Center to ensure that there is no discrimination in recruitment
and appraisals based on gender' tribe' race or nationality.
b5 The recruitment exercise is to be conducted officially and effectively putting into
consideration the time taken and cost factors
c5 #ll applicants must be long listed as soon as their applications are received
d5 #pplicants who fail to meet application deadlines are to be considered
e5 Ehenever a vacancy arises' internal applicants are given first priority before
considering external applicants. "efore the final selection of the applicants' they
must undergo a complete selection process.
f5 )ecruitment advertisements must contain detailed job descriptions and personnel
specifications.
(valuation is to be conducted -uarterly and marks awarded for a yearly grading
arrangements. Those will excel in their duties and performances are entitled to salary
increments and bonuses as the ",! sees suitable.
,n training the employees are placed on the job training until a time when they can work
on their own. The training is suitable as business operations continue parallel with
training. The budget for training for the first year of operation is sh. 37'777.
T"(n(n% Po*(#8
9. 67@ of the salary is paid by all employees
6. #ll employees must be given e-ual training opportunities
29
1.1 SUPPORT SERVICES
B"n$es (-uity "ank Marakwet "ranch
:.,."ox ;8; (ldoret
A'2o#")es oech L /ang Company #dvocates
:.,."ox 8F9 (ldoret
Ins&"n#e #maco Insurance
:.,."ox J93 (ldoret
B&s(ness A'2(so Center for )esearch L Management #frica
:.,."ox 6F9FJ H 77677 Nairobi
Miew :ark Towers
Pos)"* Se2(#es apsowor :ostal ,ffice
:.,."ox ?7 H apsowor
30
CHAPTER 5OUR
;.0 THE OPERATIONAL PLAN
31

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