New Business Project Development: the Case of a Private Kindergarten Specializing in the English Language

The topic of this paper has been the subject of many business planning and strategic analysis observations for many years now. There is no unique policy for business development that can be effective for different types of market. Consequently the problem of business development in pre-school education appears. The goal of this paper is to formulate the unique proposal of pre-school education service for potential customers. To achieve the aim of the study and to demonstrate the final product, it is necessary to analyze external and internal environment by using such tools of strategic analysis as PEST analysis, microenvironment analysis with the use of Five Porter’s Forces, SNW and SWOT analysis. Moreover, demand determination will be presented in the paper and competitors analysis with positioning map building. The project will be demonstrated as the business model framework, therefore all parts of the business model framework will be explored. In addition, the environment is attractive enough to introduce the new service of pre-school education, because it may be characterized by adequate demand and lack of direct competitors.