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FinEx

The Express Way to Finance the College Experience

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Mission

FinEx will provide financial aid services to help parents and students

No More Paperwork! Hassle-free form filling

Expert advice and assistance to consider costs of education, plan, understand options, and obtain aid

FinEx

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Market Analysis: Overland Park(Counseling Service)

FinEx

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Office Location: Overland Park Target Market: Johnson County

Population: 491,713 High Population Growth: 8.9% from 2000-2004 High School Population: 32,649 95.7% of residents complete high school

(highest in nation) Middle to upper-middle class Median income: $62,155. Mean income: $79,768. Some students may not qualify for aid at state

schools, but many would qualify at expensive private colleges!!

FinEx

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Market Analysis: USA (FAFSA/CSS Form Filling Service)

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Target Market: High School Students’ Families in USA

2004 US Population: 285,691,501 National High School Enrollment: 16,626,365 83.9% complete high school. 27.0% get bachelor’s

degrees. Median household income: $44,684 Mean household income: $60,070

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Market

MARKET TARGETS 5% of Johnson County high school seniors = 408 clients

50% of clients also subscribe to paperwork service 1% of Johnson County remaining high school students = 245

clients 0.2% of seniors nationwide = 8,297 clients

MARKET FORECASTS Johnson County population growth of 0.77% Nationwide population growth of 0.91% Nationwide College enrollment growth of 0.20% Est. Sales 2006, $693,576.28. Est. Sales 2012, $705,901.83

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Services Available

National Online Services FAFSA, CSS/Profile

completion Completion of individual

college aid forms $59.99 + $4.99/college

aid form

Office Consultation One-Hour Consultation

Scholarship/Grant Application

Aid Comparison Loans Pre-Planning General Cost Planning $70/hour

Form Completion w/hour consultation, $29.99

+ $4.99/college aid form

FinEx

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Customer ResponseSurvey given to 16 families with college-bound children in Johnson County

Willingness to Pay for Hourly Appointment

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0 30 40 50 60 70 80

$ per Hour

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Willingness to Pay for Form Completion

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0 30 40 50 60 70 80 100 120 200

$ for Form Completion

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Timeline for Business

July Secure Financing Find office location

August Purchase office materials Build-out office space Prepare for upcoming

business

Open For Business Office: Sept 1, 2006 FinEx.com and

FinExOP.com online Sept 5, 2006

Events Guidance counselor info

session, Sept 19th Parent/Student/Guidance

counselor, November

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Advertising & Marketing: Counseling Service

Target high school guidance counselors

Post/hand out flyers at high schools, libraries, grocery stores, churches, parks

Rent space for one-day information sessions: give some free advice; allow parents, students & teachers to ask questions. Give “limited-time only” discount offers there.

Promote info sessions in KCStar, Johnson County Sun, and Star Magazine

Website: www.FinExOP.com

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Advertising & Marketing: FAFSA/CSS Form Service

Website: www.FinEx.com Revenue share with PrepMe

& EssayEdge Traffic goes to our site;

gain credibility and traffic Partner with as many

companies as feasible Practice Search Engine

Keyword Optimization Buy Google Adwords; pay

per click. Cost: $.05-$1.00/click for

keywords we would want.

FinEx

Promote FAFSA/CSS service with counseling clients in Overland Park; Gain credibility and

traffic Print advertising in

Money Magazine, Ladies Home Journal, US News Newsweek Cost: $40,000-

$220,000/full-page ad. Only after significant website traffic

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FinEx: The Express Way to Finance the College Experience

Sending your child off to college is hard enough without all of the paperwork.

Let FinEx make it easier! Schedule an appointment, and we will do all your financial research for you—from scholarships to cost comparisons to aid qualification—before you even arrive!

Or, if you just need help filling out those pesky forms, we’ll take care of that too!

FinEx

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Balance Sheet for Finex: Hassle-free Financial Aid

Quantity Income (billed yearly) price per year quant/yr Total % of sale8,297 Basic Paperwork Plan 59.99$ 1 497,728.51$ 71.8%8,297 +additional schools 4.99$ 2 82,802.64$

204 Discounted Paperwork Plan 29.99$ 1 6,119.65$ 0.9%1,061 Hour Counsultations 70.00$ 1 74,276.48$ 10.7%

408 Half-hour Consultations 40.00$ 2 32,649.00$ 4.7%

Gross Sales 693,576.28$ 100.0%

Quantity Expenses unit cost quant/yr Total % of sale1 manager 48,000.00$ 1 48,000.00$ 6.9%7 data/call center employees 28,000.00$ 1 196,000.00$ 28.3%3 counselors 35,000.00$ 1 105,000.00$ 15.1%

26 seasonal employees 8.00$ 160 33,280.00$ 4.8%1 receptionist 25,000.00$ 1 25,000.00$ 3.6%

14 computer systems 800.00$ 0.2 2,240.00$ 0.3%1 server 800.00$ 0.2 160.00$ 0.0%1 website maintenance 200.00$ 12 2,400.00$ 0.3%1 fax machine / copier 500.00$ 1 500.00$ 0.1%2 laser printer 800.00$ 0.2 320.00$ 0.0%1 toner 130.00$ 10 1,300.00$ 0.2%1 shredder 2,400.00$ 0.2 480.00$ 0.1%8 desks 250.00$ 0.2 400.00$ 0.1%

12 chairs 70.00$ 0.2 168.00$ 0.0%4 file cabinets 140.00$ 0.2 112.00$ 0.0%

13 4' tables 34.00$ 0.2 88.40$ 0.0%7 4-pk folding chairs 90.00$ 0.2 126.00$ 0.0%1 misc equipment/supplies 1,000.00$ 1 1,000.00$ 0.1%1 accounting/legal services 300.00$ 12 3,600.00$ 0.5%1 rent 3,000.00$ 12 36,000.00$ 5.2%1 insurance 2,000.00$ 1 2,000.00$ 0.3%1 utilities 500.00$ 12 6,000.00$ 0.9%1 postage 3,318.74$ 2 6,637.49$ 1.0%

35 250 envelopes 5.00$ 2 350.00$ 0.1%1 office supplies 70.00$ 12 840.00$ 0.1%

advertising 0.05 34,678.81$ 5.0%

Total expenditures per year. 506,680.70$

income 693,576.28$ expenditures 506,680.70$

net pre tax 186,895.58$ 0.15 income tax 28,034.34$

shareholder's equity 158,861.24$

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Competitive Analysis

Form Filling Service: Competitors http://fafsa.ed.gov/

The official FAFSA website for filling out the form over the internet

Advantages

1. Free

2. Official and secure

Disadvantages

1. Must acquire a PIN from http://www.pin.ed.gov/ before you can begin filling out the form

2. Time consuming: user must go through 43-54 different screens before completion

3. Opportunity for error that can result in incompletion of the FAFSA form

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http://www.fafsa.com A private company that helps you fill out your FAFSA form for a fee,

either over the internet or phone.Advantages1. Phone service reportedly only takes 15 minutes (this data sounds

questionable)2. Company provides tracking information about your FAFSA and alerts

you when it is able to be viewed by colleges.3. Does not require signing up for a PIN.4. FAFSA is reviewed for accuracy by professional employees.Disadvantages1. Very similar to the free service offered through the official website.2. High cost of $79.99 for first time users, $49.99 for renewals.

http://www.fasfa.com Similar cost and service as the above website, however, no phone

service available

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The FinEx difference

FinEx form filling costs only $59.99Minimal work is required of our

customers.Customer Service available around the

clock to assist with any questions.

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Counseling Service: Competitors

Nearly all colleges have their own Financial Aid Office for assistance.

Some general counseling companies exist: College Solutions http://go2collegesolutions.com/

Provides a wide variety of services including some free consultation, financial review, professional essay review, preparation of common application, and preparation of FAFSA and CSS.

Pricing information unavailable at this time One location in Framingham, Massachusetts

Phillips Financial Aid Services http://financialaidhelp.com/ Assists primarily with financial planning for college Price Range from $45 to $589

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Other competitors:

Scholarship Service: www.fastweb.com is a prominent online scholarship search tool

Aid Comparison: USNews, CollegeBoard, and other companies offer web based aid comparison free of charge

Loans: Various websites with useful informationPre-Planning and General Cost Planning: Financial companies such as

H&R Block and Schwab offer services to plan for college

There are also many books about maximizing financial aid and planning for the costs of college.

Our area of location and the comfort and ease of dealing with professionals at a personal level will be sufficient to compete in these markets.

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Looking to the Future…

One Year Later… Expand office consultation to other locations

in the Midwest Continue to grow online services

Five Years Later… Expansion of offices nationwide Expand services available

FinEx