Proposed Business Strategy for a Nonformal Architecture-Related Education Start-up (Case Study: Klass Academy)

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Architecture is arguably one of the most complex and broad subjects, both for academic study and professional practice. Thus, many architecture students and practising architects participate in nonformal architecture-related learning activities. The COVID-19 pandemic has created an unprecedented impact on both formal and nonformal education systems worldwide; with the inevitable closure of schools and institutions, the sudden shift to virtual learning becomes mandatory. These drastic digital accelerations have caused the customers’ behaviour to change adaptively - the use of online education service and the market demands in nonformal education show an increasing trend.

This paper presents a contextual and relevant business strategy for Klass Academy - a startup company in nonformal educational business - amid the pandemic and post-pandemic scenarios. It will underpin how the company could maintain its competitiveness by first analysing the existing business condition - both externally and internally, using several tools and theories from the literature study: Market Analysis, Porter’s 5 Forces, and Research-Based View Analysis. The findings from conducted analysis determine the proposed business strategy recommendations - with the use of Ansoff matrix as an analysing tool. The formulated strategies in this paper are categorised as Product Development Strategy and Diversification Strategy.

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How to Cite

Handrian, A. C., & Mansoor, A. Z. (2021). Proposed Business Strategy for a Nonformal Architecture-Related Education Start-up (Case Study: Klass Academy). European Journal of Business and Management Research, 6(3), 133–136. https://doi.org/10.24018/ejbmr.2021.6.3.875

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 Anastasia C. Handrian
 Google Scholar |   EJBMR Journal

 Alvanov Z. Mansoor
 Google Scholar |   EJBMR Journal