Page 41 - Strategy Presentation
P. 41
Conclusion
Theboardingmarketwithin90minutesfor7-12yearoldsshowsaround1,442potential boarders,ofwhichyoucurentlyrecruit67(0.5%).Whilstthekeyareaswithin90 minutesaretowardstheNorthEastandSouthEastofBirmingham,thereareother potentialpocketsaroundShrewsbury,TelfordandWorcesterwhichmaybeles expected.Thism arketisexpected to grow m arginal ly by 0.3% to 2029.
Analysingtheroltrendsofcompetitorsshowsfivehasgrownovertheperiod. BromsgroveSchoolshowsthegreatestgrowth,butthiswasprimarilythroughthe mergerwithWinterfoldHouse.LuctonSchool,ElmfieldRudolfSteinerappeartobe moreorganic,whilstMalvernJamesisdownonitspositionof2015.
Numbersofboardersshow amixedpicture,withthethreeschoolsreportingdatafor 2019downontheirpreviousyear.BothMoorParkandAbberleyHalwereintriple figuresin2012,withnumbersreducingsubstantialyovertheperiod.Numbersof4-6 yearoldsand7-10yearoldsaredownatthebigWorcesterschools,although numbersatBromsgrovehavegrownsincethemerger.
Theschoolisclearlylocatedinaveryruralocation.Assuch,wehavesuggestedeight potentialbusroutestoenoughrecruitment.Wehaveasumedliveriedvehiclesand focusedon7-12yearoldfocusingonareastotheEast,buttherearesomeareasto theWestwhicharelikelytohavealowerlevelofcompetition.
Theschooldoesseem toberecuitingreasonablyfrom itslocalmarketsbuttheseare limited.Thereislimitedorganicmarketgrowthprojected,suggestingasistedtransport routesanddetailingthebenefitsofanAbberleyHaleducationwilbecrucialin encouragingfamiliestotraveltothesite.
