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FinEx. The Express Way to Finance the College Experience. 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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The Express Way to Finance the College Experience

  • 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


office location overland park target market johnson county
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!!


target market high school students families in usa
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


    • 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
    • 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


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



General Cost Planning


Form Completion

w/hour consultation, $29.99 + $4.99/college aid form

Services Available


customer response survey given to 16 families with college bound children in johnson county
Customer ResponseSurvey given to 16 families with college-bound children in Johnson County


timeline for business

Secure Financing

Find office location


Purchase office materials

Build-out office space

Prepare for upcoming business

Open For Business

Office: Sept 1, 2006 and online Sept 5, 2006


Guidance counselor info session, Sept 19th

Parent/Student/Guidance counselor, November

Timeline for Business


advertising marketing counseling service
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:


advertising marketing fafsa css form service

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.

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

Gain credibility and traffic

Print advertising in

Money Magazine,

Ladies Home Journal,

US News


Cost: $40,000-$220,000/full-page ad. Only after significant website traffic

Advertising & Marketing: FAFSA/CSS Form Service


finex the express way to finance the college experience
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!


competitive analysis
Competitive Analysis

Form Filling Service: Competitors

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


    • Free
    • Official and secure


    • Must acquire a PIN from before you can begin filling out the form
    • Time consuming: user must go through 43-54 different screens before completion
    • Opportunity for error that can result in incompletion of the FAFSA form
    • A private company that helps you fill out your FAFSA form for a fee, either over the internet or phone.


    • Phone service reportedly only takes 15 minutes (this data sounds questionable)
    • Company provides tracking information about your FAFSA and alerts you when it is able to be viewed by colleges.
    • Does not require signing up for a PIN.
    • FAFSA is reviewed for accuracy by professional employees.


    • Very similar to the free service offered through the official website.
    • High cost of $79.99 for first time users, $49.99 for renewals.
    • Similar cost and service as the above website, however, no phone service available
the finex difference
The FinEx difference
  • FinEx form filling costs only $59.99
  • Minimal work is required of our customers.
  • Customer Service available around the clock to assist with any questions.
counseling service competitors
Counseling Service: Competitors
  • Nearly all colleges have their own Financial Aid Office for assistance.

Some general counseling companies exist:

  • College Solutions
    • 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
    • Assists primarily with financial planning for college
    • Price Range from $45 to $589
other competitors
Other competitors:

Scholarship Service: 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 information

Pre-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.

looking to the future
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