Family Guide to Teen Drivers

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Family Guide to Teen Drivers Business Plan
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Business Plan Outline

• Target Market
• Program Objectives
• Program Delivery Pricing
• Marketing Strategies Resources
• Measurement Evaluation
• Whats Next?

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Target MarketTeen Demographics

• Today
• Generation Y (born 1980-2000) represents 26 of
  the American population.
• 70.4 million between ages of 5 and 22.
• One in four live in a single-parent household.
• Over the Next Five Years
• The 16-year-old population will increase from 3.5
  million to over 4 million.
• There will be 26.1 million 16-20 drivers on the
  road in 2010 23 more than today.

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Target MarketCharacteristics

• Generation Y is less cynical and more concerned
  about social issues than Generation X. 
• Most ethnically diverse generation ever.
• Three out of four teens have working mothers.
• Parents are increasingly focused on cocooning
  with loved ones
• 84 of parents make their family a greater
  priority now than before 9-11
• 35 of parents have set aside more family time
  since 9-11

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Program Objectives

• Provide focus for parental involvement on methods
  proven to work vs. other strategies that provide
  noise, but not long-term results.
• Empower Parents To Take Action to Protect their
  Teens.
• Recognize the Family Guide as a solution.
• Engage parents in a community that spreads the
  virus of knowledge and empowerment.
• More Strongly Position NSC brand in communities.
• Generate Revenue for Chapters NSC.

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Program Delivery

• The Book Sales Model
• The Workshop Model
• The Sponsorship Model

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The Book Sales Model

• NSC offers the Family Guide for sale on the NSC
  website _at_ 10 each.
• Chapters have the option of selling the Family
  Guide in their territories for a suggested retail
  price of 10.

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Book Prices for Chapters

• List price to Chapters 4.50
• Price with 20 Chapter discount 3.60
• Price with additional 10 cent
• discount for 100 books 3.50
• Price with additional 10 cent
• discount for 500 books 3.40

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Chapter Margin Model Book Sales

• Chapter price for 50 books _at_ 3.60/book
• (no volume discount) 180
• Shipping Costs for 50 books
• (1 box of 50, via UPS Ground, avg. zone
  price) 11.13
• Total Chapter Costs 191.13
• Chapter Cost/book for 50 books 3.82
• Chapter Revenues from book sales
• _at_ 10/book 500
• Gross Margin for sale of 50 books 308.87

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The Workshop Model

• Pilot program consensus Parents much more likely
  to get engaged when exposed in a 1-hour brown
  bag workshop.
• Chapters lead workshops in their territories at
  member/other employer organizations, community
  school groups, chapter-sponsored events.
• Parents receive the Family Guide as part of the
  Workshop.

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The Workshop Model

• Chapters Deliver a 1-hour Workshop to parents.
• Where they live Community School Groups
• Where they work NSC members other employers
• Where they gather Special Community and Chapter
  events

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The Workshop Model

• Chapters Assign Staff To Be Trained As
  Instructors/Workshop Leaders
• Leader Training to be provided via Webcast
  beginning in March.
• Leaders will receive all necessary materials
  presentation, video, background materials

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The Workshop Model

• Leaders collect e-mail addresses of all
  participating parents and send them to NSC for
  use in.
• Research follow up on use of the Family Guide.
• Research follow-up on crash involvement.
• Engagement in the NSC Parents Community.

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Workshop Pricing

• Chapters have flexibility to set their own
  pricing for workshops
• Suggested workshop price for a community or
  employer group of 50 parents 500

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Chapter Margin Model Workshops

• Cost for 50 books _at_ 3.60 each 180
• Shipping Costs
• (1 box of 50, via UPS Ground, avg. zone
  price) 11.13
• Chapter Costs to Provide Instructor
• (2 hours _at_ 25/hour) 50
• Total Chapter Costs 241.13
• Suggested Chapter Price of Workshops 500
• Gross Margin to Chapters 258.87

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The Sponsorship Model

• Community Sponsorships 10k-75k
• Full Sponsorship 75K
• Sponsorships carry co-branding and reprint rights
• Organizations of all kinds employers, schools,
  community groups.
• Insurance companies for policy holders.
• State licensing authorities -- for parents of
  teens receiving a Learners Permit.

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Marketing Strategies

• NSC Members Employers Where They Work
• Community/School Groups Where They Live
• Earned Media What They Read and Watch
• Consumer Marketing How They Buy
• Special Events Where They Gather
• Viral Marketing How They Connect With Others

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Marketing Resourcesfor Chapters

• Downloadable Collateral Materials
• Brochure/flyer template
• Half-page ad
• Inserts to include in chapter mailings or
  distribute at trade shows
• Postcard Mailer
• Links on NSC website to chapter website, contacts
  and workshop schedules

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Research Evaluation

• 1. Immediate feedback through survey completed at
  the completion of each workshop.
• Measure value of seminar
• Build link for future email communications
  research
• Chapter leader collects surveys (including email
  addresses) and returns them to NSC.

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Research Evaluation

• 1. Immediate feedback through survey completed at
  the completion of each workshop.
• 2. Follow-up email questionnaires
• 30 days after the workshop to determine extent of
  parental follow-up and involvement.
• 6 months 1 year after the workshop to determine
  use and effectiveness of the Family Guide.

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Research Evaluation

• 1. Immediate feedback through survey completed at
  the completion of each workshop.
• 2. Follow-up email questionnaires
• Ongoing feedback, consultation and comments can
  be made through Parents Bulletin Board on NSC
  website.

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Research Evaluation

• 1. Immediate feedback through survey completed at
  the completion of each workshop.
• 2. Follow-up email questionnaires
• 3. Ongoing feedback, consultation and comments.
• 4. Structured scientific research.

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Whats Next?

• 1. Workshop Leader Training
• Delivered via Webcast in March through May.
  (Additional dates to be scheduled as necessary).
• All leaders will receive Instructional Materials
  prior to the workshop.

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Whats Next?

• 1. Workshop Leader Training
• Promotion to NSC members in email newsletters and
  quarterly Membership Advantage.
• Referral of inquiries to chapters for follow-up.

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Whats Next?

• 1. Workshop Leader Training
• 2. Promotion to NSC members.
• Referral of Inquiries to chapters.
• Media Strategies
• Program Launch with Corporate Sponsors
• National Safety Month

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Whats Next?

• 1. Workshop Leader Training
• 2. Promotion to NSC members.
• Referral of Inquiries to chapters.
• 3. Media Strategies
• 4. A Chapter Contest Generate The Highest Sales
  of the Family Guide and Greatest Community Buzz
  By June 30.
• Prize A Special Lunch for the Chapter Staff

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Questions, Comments, Ideas

• How can we engage....
• Members Employers (Where they Work)
• Community/School Groups (Where They Live)
• Earned Media (What They Read and Watch)
• Consumer Marketing (How They Buy)
• Special Events (Where They Gather)
• Viral Marketing (How They Connect With Others)

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