Business Overview Template:

Name of Business: Total Capacity Training and Development Center (TCTDC)

Business Model: Nonprofit, B2C

Goal: To increase parent registrations for Saturday classes, leading to full class attendance and program sustainability.

Location: Hillside, Illinois, and surrounding areas

Has a website? Yes, low traffic

Has an email marketing list?: No. Being developed through a lead magnet funnel

Has social media profiles set up?: Yes, Facebook and Instagram. Both have low engagement and low following

Target Audience(s): parents of girls 10- 17

Rough budget: none at the moment

Products/Services: Saturday classes and before and after school camp

1. Determine a Product/Market Fit

Before:

Have- No structured weekend activity. Constant screen time. No exposure to hands-on skills.

Feel- bored, unmotivated, disconnected, under-stimulated. The parent feels frustrated or worried.

Average Day- Waking up late, on their phone, watching TV, or scrolling TikTok most of the day

Status- No special passions. Parents may feel like they are failing to provide or balance
Evil: Screen addition, wasted potential.

Customer Segments:

- Mom who worries about her shy daughter

- Mom, who’s very community-involved and seeks affordable, high-quality programs

-Mom who wants their daughter to gain more life skills

-Busy mom working full-time and needs structure on Saturdays and peace of mind

After:

Have- A new routine, exciting weekend plans, creative projects, and real skills

Feel- Motivated, confident, proud, excited to share what they’ve learned

Average Day- Wake up energized, go to class, bond with others, learn, come home inspired

Status- Confident, skill-building girl with hobbies and real-world skills. Parents who feel proud and supported
Good- good creativity, new skills, growth

2. Traffic Source

We will use organic content on Facebook and Instagram to attract and engage our target audience. Content will include:

Reels and video clips from classes
Parent testimonials
Behind-the-scenes previews
Lead magnets post

We are not currently pursuing paid ads, blogs, podcasts, or other channels due to budget and team limitations.

3. Lead Magnet

Our lead magnet is the TCTDC Student Recipe Vault — a collection of beginner-friendly, student-tested recipes that girls have learned during TCTDC cooking classes. It’s designed to show parents the type of valuable, real-world skills their daughters will walk away with each weekend.

4. Core Product

Our core product is free in-person weekend classes for girls ages 10–17. These classes are held at TCTDC and focus on teaching real-life skills such as cooking, sewing, mentoring, financial literacy, and creative expression.

Through the funnel, we aim to:

Increase the number of parents registering their daughters
Build consistent attendance in both Saturday courses
Position the classes as fun, educational, and high-value experiences

Although the program is free, registration is required, and our goal is to consistently fill all available spots in each session.

5. Profit Maximiser

Our profit maximizer is the Before and After School Camp, a paid add-on that expands the TCTDC experience beyond Saturdays. This program provides structured, skill-building time during the school week, giving both students and parents extended value.

It’s especially appealing to busy parents who need additional support and structure for their daughters during the week.

The camp offers:

Time to work on creative projects started during Saturday sessions
Hands-on learning, like cooking breakfast or preparing snacks
A positive, productive start (and end) to the school day
Continued mentorship and social development

This upsell deepens the student’s experience while helping families who need weekday options.

7. Return Path

TCTDC will use email follow-up and nurturing sequences to stay in touch with parents after registration. These emails are to build trust, encourage participation like volunteering and donating, and continue registration with the program.

Our return path includes:

Thank-you and registration confirmation emails
Class reminders and “Don’t forget to register for this week!” nudges
Follow-up emails asking how their daughter enjoyed the class
Photo-sharing prompts (e.g., “Did your daughter cook at home? Send us a pic or tag us!”)
Testimonial/review requests to build credibility and word-of-mouth
Exclusive invites to new sessions or early registration access
Seasonal donation requests for parents who want to support other students

Shawn Wade

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