Marcos Roberto Moran Silveira
Master Degree Entrepreneurship – High-quality education for low-income segments: proposal for a self-sustaining and scalable model
Adviser: Profª. Drª. Rosa Maria Fischer
Comission: Profs. Drs. Marcelo Caldeira Pedroso, Flávio Hourneaux Junior and Ismael Rocha Junior
Class: 215, FEA-5
Colégio Mão Amiga provides high quality education to over 500 children living in the outskirts of Itapecerica da Serra, SP. As a non-governmental organization, the school currently relies heavily on donations to maintain its operations. Due to lack of donor commitment, school unit has faced risk of having its operation terminated for several times. In this sense, this research had the objective of developing a business model to ensure self-sustainability and scalability to the school. Two methodologies were applied: action research at the propositional stage, followed by a simplified case study for field validation. The proposed and validated business model was based on cross-subsidy or Robin Hood model and contemplates the creation of an education group composed by a high-income segment unit to be created and added to the Colegio Mão Amiga. The model is supported by current Brazilian legislation, in which, through the Certification of Social Welfare Entities (CEBAS), an educational group like the proposed obtains cost savings through tax exemption. Such savings may be greater than the required amount to subsidize the education of students who cannot afford it, not impacting the paying families. The components of the model are 6: management model, innovation model, operations model, strategic positioning, customer relationship and economic model. As a next step, effective implementation and re-evaluation of proposed model in order to verify if school becomes in fact self-sustainable are recommended.
*Abstract provided by the author