UNITED STATES
SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549
FORM 10-K
| x | Annual Report pursuant to Section 13 or 15(d) of the Securities and Exchange Act of 1934 for the fiscal year ended December 31, 2004 |
or
| ¨ | Transition report pursuant to Section 13 or 15(d) of the Securities Exchange Act of 1934 for the transition period from to . |
Commission File Number 000-50952
EDUCATE, INC.
(Exact name of registrant as specified in its charter)
| Delaware | 37-1465722 | |
| (State or other jurisdiction of incorporation or organization) |
(I.R.S. Employer Identification No.) | |
| 1001 Fleet Street, Baltimore, Maryland | 21202 | |
| (Address of principal executive offices) | (Zip Code) | |
Registrants telephone number, including area code: (410) 843-8000
Securities registered pursuant to Section 12(b) of the Act: None
Securities registered pursuant to Section 12(g) of the Act:
Common stock, par value $0.01 per share
(Title of Class)
Indicate by check mark whether the registrant (1) has filed all reports required to be filed by Section 13 or 15(d) of the Securities Exchange Act of 1934 during the preceding 12 months (or for such shorter period that the registrant was required to file such reports), and (2) has been subject to such filing requirements for the past 90 days. Yes x No ¨
Indicate by check mark if disclosure of delinquent filers pursuant to Item 405 of Regulation S-K is not contained herein, and will not be contained, to the best of registrants knowledge, in definitive proxy or information statements incorporated by reference in Part III of this Form 10-K or any amendment to this Form 10-K x
Indicate by check mark whether the registrant is an accelerated filer (as defined in Rule 12b-2 of the Act). Yes ¨ No x.
As of March 1, 2005 42,585,719 shares of the registrants common stock were outstanding. The registrants common stock was not publicly traded on June 30, 2004.
DOCUMENTS INCORPORATED BY REFERENCE
Portions of the registrants Notice of Annual meeting and Proxy Statement to be filed no later than April 30, 2005 are incorporated by reference into Part III of this Annual Report.
EDUCATE, INC.
INDEX
| Page No. | ||||
| PART I. |
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| Item 1. |
1 | |||
| Item 2. |
10 | |||
| Item 3. |
12 | |||
| Item 4. |
12 | |||
| Item 4A. |
12 | |||
| PART II. |
||||
| Item 5. |
15 | |||
| Item 6. |
16 | |||
| Item 7. |
Managements Discussion and Analysis of Financial Condition and Results of Operations |
18 | ||
| Item 7A. |
38 | |||
| Item 8. |
40 | |||
| Item 9. |
Changes in and Disagreements with Accountants on Accounting and Financial Disclosure |
88 | ||
| Item 9A. |
88 | |||
| Item 9B. |
88 | |||
| PART III. |
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| Item 10. |
89 | |||
| Item 11. |
89 | |||
| Item 12. |
Security Ownership of Certain Beneficial Owners and Management |
89 | ||
| Item 13. |
89 | |||
| Item 14. |
89 | |||
| PART IV. |
||||
| Item 15. |
90 | |||
| 92 | ||||
PART I.
| Item 1. | Business |
Overview
We believe we are a leading national provider of tutoring and other supplemental education services to pre-kindergarten through twelfth grade, or pre-K-12, students. For over 25 years, we have provided trusted, personalized instruction to our students. We operate through three business segments that served more than 320,000 students in 2004.
| | Our Learning Center segment develops and delivers trusted, personalized tutoring programs primarily through a network of 849 territories supporting more than 1,050 franchised and company-owned learning centers in North America. This segment operates under the Sylvan brand name, which we believe is the most highly recognized brand name in the supplemental education services industry. |
| | Our Institutional Services segment provides tutoring, as well as other supplemental education services and special-needs services, to eligible students in public and private schools through government-funded contracts under the Catapult Learning and other brand names. |
| | Our Online Learning Services segment provides tutoring programs modeled after those provided in our Sylvan Learning Centers in a live online environment. These services use a technologically sophisticated, internet-based application that enables teachers and students to speak and interact on the computer monitor real-time over a dial-up or broadband connection. |
Our Sylvan Learning Centers are staffed by trained teachers who deliver high quality education programs that are personalized for each student based upon the results of extensive diagnostic testing. These centers are leading a significant shift in the provision of pre-K-12 supplemental education services, away from the traditional model in which individual tutors provide in-home homework help to students. We seek to instill in each student our Learning Feels Good philosophy through a motivational program that inspires students to achieve their objectives, builds self-confidence and strengthens each students enthusiasm for learning. Our Sylvan Learning Centers guarantee that each math and reading student will achieve at least one grade level equivalent of improvement within the first 36 hours of instruction.
Based on our market research, we believe that 93% of women within our target demographic recognize the Sylvan brand name. Our long history of successfully providing tutoring services and our substantial investments in advertising and direct marketing on national, regional and local levels have contributed to consumers recognition of the Sylvan brand. We have found television advertising, such as our current, award-winning This Moment Brought to You by Sylvan advertising campaign, to be especially effective at delivering an emotionally compelling message to consumers. This campaign has won both an ECHO Award from the Direct Marketing Association and an EFFIE from the New York American Marketing Association.
We have experienced significant growth in our business over the last five years with particular strength in growth since the formation of Educate, Inc. on July 1, 2003. We expect that all three of our business segments will continue to benefit from increased national attention on the quality of pre-K-12 education. We believe that parents have become more proactive in seeking education services that supplement their childrens education and are increasingly willing to pay for these services. In addition, over the past ten years, the supplemental education services market has benefited from increased spending in both public and private schools. Further, increased education spending by governmental authorities has enjoyed continued bipartisan support. We believe these market forces have contributed to our substantial growth.
Corporate Information
The Company was formed by an investor group led by affiliates of Apollo Advisors, L.P. (Apollo), a private equity investment company and controlling stockholder of the Company, and certain management stockholders on June 30, 2003 to acquire the pre-K-12 educational services business of Laureate Education, Inc. (formerly known as Sylvan Learning Systems, Inc.) (Laureate).
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We are a holding company and all of our operations are conducted through our operating subsidiaries. Our principal executive offices are located at 1001 Fleet Street, Baltimore, Maryland 21202. Our telephone number is (410) 843-8000. Our website is www.educate-inc.com. Information on our website is not a part of and is not incorporated by reference into this Annual Report on Form 10-K. Our filings with the SEC are available without charge on our website as soon as reasonably practicable after filing.
Business Segments
Learning Center
Our Learning Center segment develops and delivers trusted, personalized tutoring programs to students in grades pre-K-12 through a network of 849 territories supporting 1,057 franchised and company-owned learning centers in North America operating under the Sylvan brand name and 964 European franchised and company-owned learning centers operating under the Schülerhilfe brand name. As of December 31, 2004, there were 163 company-owned and 894 franchised centers operating in North America, and 226 company-owned centers and 738 franchised centers operating in Germany and Austria. As of December 31, 2004, there were 111 Company-owned territories and 738 franchised territories operating in North America. During 2004, the Learning Center segment generated revenues of $178.8 million, representing 60% of our total revenues.
North American Learning Centers
Our Sylvan Learning Centers network has operated for over 25 years providing supplemental, remedial and enrichment instruction, primarily in reading and mathematics, and to an increasing extent, writing, study skills and test preparation. Our programs feature an extensive series of standardized diagnostic tests, personalized instruction, a student motivational program and ongoing involvement of parents and the students regular school teachers. High awareness of the Sylvan brand and our targeted advertising programs motivate parents to inquire about our services on behalf of their children, primarily by telephone or the Internet. Our corporate call center, regional call centers or franchise operators respond to these inquiries and seek to convince parents of the value of our services and to make an appointment for a diagnostic assessment. One of our company-trained educators performs these tests, which include the California Achievement Test, a nationally-recognized diagnostic test, which identifies particular skill gaps of each student. We then use these assessments to create a personalized learning plan for the student.
Our students generally enroll in a 60 to 120 hour program with instruction three to four times per week for one to two hours per visit. Each teacher typically works with up to three students at a U-shaped table designed to facilitate the learning experience. Within this setting, a teacher works with each of the students individually in turn while the other two students work independently on their own programs. Each teacher is trained in using our proprietary learning systems, which address the particular skill gaps identified in the diagnostic testing. Students generally work with multiple teachers throughout their course of instruction. We also incorporate a motivational program using tokens redeemable for novelties and toys to inspire students to achieve their objectives, build self-confidence and strengthen their enthusiasm for learning. We measure and evaluate each students progress after every 36 hours of instruction, hold parent conferences after every 12 hours of a students program, and schedule periodic updates with the students regular school teachers during the program. Our Sylvan Learning Centers guarantee that each math and reading student will achieve at least one grade level equivalent of improvement within the first 36 hours of instruction or the student will receive 12 hours of additional instruction for free.
The cost to a student of an education program is dependent upon his or her individual needs. The program costs approximately $2,300 to $4,500, with the actual amount dependent upon the price per hour for tutoring and the number of hours of tutoring provided. Consumers may pay for the full program upon enrollment or prepay on a monthly basis using cash or a credit or debit card. Many of our customers also use third-party financing programs offered by recommended vendors.
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We also provide tutoring services for the SAT and other standardized tests in our Sylvan Learning Centers using materials developed by our subsidiary, Ivy West Educational Services, Inc. Ivy West instructors also provide one-on-one tutoring and test preparation services to students in their homes through a staff of over 1,000 instructors.
During 2004, our North American Learning Center operations generated revenues of $151.3 million, representing 50% of our total revenues.
Our North American Learning Center operations are comprised of franchised and company-owned territories. Each territory represents a unique geographical area which includes a specified number of pre-K-12 students to support financial viability of operations within the territory. Due to changes in demographics over time and levels of demand, territories often support more than one Sylvan Learning Center.
Franchised Territories. Franchising is a core element of our business strategy. As of December 31, 2004, there were 738 territories which supported franchised Sylvan Learning Centers located in North America, including 811 the United States and 85 in Canada. During 2004, we expanded our franchised network by 32 territories and by 34 centers. In 2004, we generated $44.1 million in revenues from our franchised North American Learning Center operations, representing 15% of our total revenues. We generate income from franchising activities primarily through royalties, which are calculated as a fixed percentage of franchisee cash receipts.
We generate additional licensing fees from the sale of new franchise territories, within which a franchisee is allowed to open learning centers, and from sales of learning materials and other materials to franchisees.
Our franchise agreements grant the franchisee a license to operate Sylvan Learning Centers and to use Sylvans trademarks within a specified territory. Our franchise agreements generally have an initial term of ten years, subject to unlimited additional ten-year extensions at the franchisees option under the same terms and conditions. The license fees and royalty rates vary depending upon the demographics of the territory. If a franchisee proposes to sell a franchised center, we have the right to acquire the franchised center on the same terms as the proposed buyer.
We actively manage our franchise system to enhance our brand and maintain a consistent, high quality of service. Franchisees must obtain our approval for the location and design of learning centers and for all advertising. Franchisees must also operate their learning centers in accordance with our methods, standards and specifications. We monitor educational quality at our franchised centers through a variety of procedures, including access to pre- and post-diagnostic test data for students of our franchisees. Each franchisee is required to purchase from us certain diagnostic and instructional materials, student record forms, parental information booklets and explanatory and promotional brochures developed by us. We specify requirements for other items necessary for operation of a learning center, such as computers, instructional materials and furniture, and we offer our franchisees the opportunity to purchase these items from preferred vendors. Generally franchisees provide us with periodic business updates and must submit monthly financial and operating data to us. We require franchisees and their employees to attend a one-week initial training program and to pass a certification examination in our learning center operations and educational programs. We also offer franchisees continuing training each year through a number of different methods. We employ franchise business consultants to provide assistance to franchisees in marketing, education and operations, technology implementation and business development. These employees also facilitate regular communications between franchisees and us and assist us in assuring a consistently high quality of service in each Sylvan Learning Center.
Our franchisees are true owner-operators, as evidenced by the fact that 80% of our franchisees own only one or two centers and no franchisee owns more than 15 centers. We believe that this allows franchise owners to remain focused and committed to the success of their centers.
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Company-Owned Territories. As of December 31, 2004, we operated 111 company-owned territories including 163 company-owned Sylvan Learning Centers in 21 markets in North America. During 2004, we increased the number of company-owned territories by 26 and the number of centers by 28. In 2004, our company-owned North American Learning Center operations generated revenues of $107.1 million, representing 36% of our total revenues. Company-owned learning centers enable us to test and refine new educational programs, marketing plans and learning center management procedures before offering these programs and procedures to our franchisees. Our company-owned territories serve as best practice models where significant operational and educational improvements can be developed and implemented quickly. On average, company-owned territories have higher sales than franchised territories primarily due to higher average revenue per student. In 2004, our company-owned territories generated average sales per territory of $994,200 and we received royalties from our franchisees that imply average cash receipts per franchised territory of $564,500.
European Learning Centers
Our European learning center business, which we acquired in 1998, operates under the Schülerhilfe name. Schülerhilfe has provided after school tutoring, consisting primarily of homework support, to primary and secondary students in Germany and Austria for over 30 years. As of December 31, 2004, Schülerhilfe operated 226 company-owned learning centers and 686 franchised centers in Germany, and 52 franchised centers in Austria. Schülerhilfe generates revenue primarily from the operation of company-owned centers and the receipt of monthly fixed fees from franchisees. As in our Sylvan Learning Centers, the aim of Schülerhilfes center-based tutoring is for students to improve their grades and develop their self-confidence. Schülerhilfe provides tutoring in a number of subjects, including German, math, English, Latin, French, chemistry, and biology, using the individual childs own textbooks. After an initial consultation, students visit a Schülerhilfe center after school for at least two 90 minute sessions per week. Students work with teachers on addressing their skill gaps using a combination of school work, homework, and Schülerhilfe curriculum. Sessions are taught in small groups of five or fewer students per teacher. On average, parents pay 120 per month for eight sessions. In 2004, Schülerhilfe generated revenues of $27.5 million, representing 9.2% of our total revenues.
Institutional Services
Since 1993, Catapult Learning, formerly known as Sylvan Education Solutions, has provided supplemental instruction programs primarily in reading and math to students in schools, school districts and private educational entities (primarily parochial schools) across the country. These programs encompass a wide variety of education services that supplement and expand those provided by these institutions. Our services are typically provided on location at the client school or a conveniently located community organizations facility. These services are funded by federal, state and local governments. While funding for our programs comes from a variety of sources, there are two federal government programs that are significant sources of funds for the services that we offer: Title I of the Elementary and Secondary Education Act (most recently reauthorized as NCLB, No Child Left Behind) and the Individuals with Disabilities Education Act (IDEA). Title I funds are provided by the Federal government to address the needs of educationally and economically disadvantaged students in public and private schools. IDEA funds are provided by the Federal government to address the needs of students identified for special education.
The largest component of our Catapult Learning business is small group instruction to pre-K-12 students who have been identified by their school as requiring these services. Additionally, we offer a variety of supplemental programs and services that cater to the specific needs of our institutional partners, such as summer school programs, early childhood development programs and special education services. The services that we provide to institutions are typically governed by school-year contracts subject to annual renewal that have had and continue to have high rates of repeat business.
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Within our Institutional Services segment, we have developed a new program, Education Station, to provide tutoring services mandated under NCLB requirements. Under this Act, if a school misses its adequate yearly progress goals for three consecutive years, the schools district must set aside a portion of the Title I funds it receives and must use those funds to support school choice or pay for tutoring for low income students who qualify under NCLB, at the parents option. Parents of eligible children who opt for free tutoring choose a provider of tutoring services from a list approved by the state, which must include third-party providers.
In fiscal 2004, our Institutional Services segment generated revenues of $119.0 million, representing 40% of our total revenues. We believe that the increasing willingness of school districts and private schools to utilize third parties to provide supplemental education and specialized support services to the students in their schools, and the increases in Title I spending, the enactment of NCLB and access to IDEA funding and state education funds, provide us with significant opportunities for continued growth.
Online Learning Services
Our eSylvan unit offers live online tutoring programs modeled after those provided in our Sylvan Learning Centers. These online programs use a technologically sophisticated, internet-based application that enables teachers and students to speak and interact on their computer monitors real-time over a dial-up or broadband connection. eSylvans programs are provided to students primarily in second through ninth grades. As of December 31, 2004, eSylvan was owned approximately 93% by us, with the remaining 7% interest owned by a majority of our North American franchisees. Under almost all of our license agreements with franchisees, we have the exclusive right to provide online tutoring services to students, subject to payment of a reverse royalty. By providing instructional services at home, eSylvan makes the tutoring process more convenient for both the student and the parent, especially in rural or highly congested areas where access to a learning center is less convenient. eSylvans online program generally comprises 40 to 60 hours of instruction, with a price per hour similar to that charged in our Sylvan Learning Centers. The average student attends two one-hour sessions per week. Customers can either pay in advance or elect to have their credit or debit card automatically charged. eSylvans academic directors also schedule parent conferences periodically during the program. Each of eSylvans teachers must complete a formalized training program prior to his or her initial student session. This ensures that the quality of eSylvans services are consistent from teacher to teacher and allows eSylvan to offer the same type of guarantee offered to parents by our Sylvan Learning Centers.
eSylvans service offerings are supported by a technological infrastructure developed to provide effective interaction over the Internet for students and teachers and an operational support environment for effective business operation. eSylvans learning environment was developed to operate completely over a dial-up modem connection to the Internet. Each student and teacher is supplied with an audio headset, a microphone, and a digital pen and whiteboard system. Students and teachers gain access to our online program by entering our secure web site where information on learning programs is presented. Once registered for a learning program, students interact with teachers in real time through an audio/visual session, where existing technologies permit simultaneous voice and data transmission over the Internet connection. This learning environment permits the teacher to control a tutoring session for up to three students per session. Teachers can present curriculum-associated content on a whiteboard that appears on the students computer and that both parties can simultaneously reference and annotate. The whiteboard may also be used without content so that either party in the session can use freeform drawing tools for illustration purposes.
As of December 31, 2004, we had spent approximately $50.1 million to fund the development and operations of our eSylvan business since commencing operations in June 2000, with $4.5 million spent in 2004. eSylvan had approximately 1,400 students enrolled in its online programs as of December 31, 2004, and generated $2.5 million of revenue in 2004. Since its inception, eSylvan has focused its marketing strategy on leveraging our proprietary learning system and the Sylvan brand, and creating various cross-marketing
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opportunities between eSylvan, Sylvan Learning Centers and Catapult Learning. In addition to delivering its tutoring services directly to individual students, eSylvan has conducted pilots to test delivery of these services to Sylvan Learning Center students through the Sylvan Online program and to a limited number of school districts through the Catapult Learning Online program. The initial pilots for delivery of services to Sylvan Learning Center and Catapult Learning have been successful and we are moving to more completely integrate our on-line tutoring technology into Sylvan Learning Center and Catapult Learning.
Industry Overview
We believe the pre-K-12 education services industry is large, growing and fragmented and that the overall size of this industry has significant potential to grow as a result of a number of factors. These factors include favorable demographics, increasing parental dissatisfaction with the quality of public education, an increasingly competitive educational system and the heightened focus on school performance due to the continued failure of many students to achieve basic skills. According to the U.S. Department of Education, enrollment in elementary and secondary schools rose 20% between 1985 and 2004 to more than 54 million students and is expected to rise by an additional two million students between 2005 and 2013. We believe these trends will drive demand in both the public and private sectors for the types of supplemental education services that we provide.
Private Sector Demand. Parental demand for supplemental education services is growing due to parents dissatisfaction with the quality of public pre-K-12 education. We believe that the demand for private pre-K-12 tutoring services has grown, and will continue to grow, as children face additional federally-mandated standardized tests throughout their pre-K-12 years, and a growing number of qualified students vie for positions at top colleges. At the same time, the monetary value of a college degree is increasing, as evidenced by U.S. Census Bureau data. In 2001, holders of a bachelors degree earned 89% more on average than those with only a high school diploma, as compared with 57% more on average in 1981. In addition, many schools have ended the practice of social promotion and now require students to pass end-of-year exams to advance to the next grade. These high stakes tests create additional pressures on students school performance. We believe that all of these factors will increase private sector demand for supplemental education services.
Public Sector Demand. In the 2001-2002 school year, the most recent year for which the U.S. Department of Education has published data, the total K-12 expenditures by U.S. governmental entities for purchased instructional services was approximately $7 billion. The size of that market has increased since the 2000-2001 school year due in part to the adoption of federal legislation. The most recent major federal legislation, NCLB, increased federal funding for supplemental education services by 3% from $12.3 billion in 2004 to $12.7 billion in 2005. NCLB also enacted sweeping changes, such as requiring a school district to set aside funds to support school choice and supplemental educational services, including tutoring provided by third parties, if a school in the district fails to achieve its adequate yearly progress goals for three consecutive years. We believe these changes will drive demand for the types of supplemental education services we provide. In particular, NCLB increased the accountability of public school districts for poor student performance, increased the emphasis on results-based student improvements, instituted penalties for continued poor school performance, and increased the availability of private educational alternatives for low-income students.
NCLB also provides for more alternatives to public schools, and a heightened focus on results and school accountability represent a likely catalyst for increased funding for outsourced services. Funding for outsourced programs and services comes from a variety of sources, including federal, state and local governments. The federal government provides funds through two main programs, Title I of the Elementary and Secondary Education Act and IDEA. Title I funding has grown 3% from $14.4 billion in 2004 to $14.8 billion in 2005, and IDEA funding has grown 6% from 10.0 billion in 2004 to $10.6 billion in 2005.
We have developed a new program, Education Station, to provide tutoring services mandated under NCLB. In the 2003-2004 school year, our NCLB business served approximately 16,700 students, compared to
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approximately 2,900 students in the 2002-2003 school year. Education Station is projected to serve over 24,000 students in the 2004-2005 school year.
Our Equity Sponsor
As of December 31, 2004, affiliates of Apollo Advisors, L.P. (Apollo) owned 53% of our outstanding shares of common stock on a fully diluted basis. We refer to Apollo as our equity sponsor. Apollo was founded in 1990 and is among the most active private investment firms in the United States in terms of both number of investment transactions completed and aggregate dollars invested. Since its inception, Apollo has managed the investment of an aggregate of approximately $14 billion in equity capital in a wide variety of industries, both domestically and internationally.
Sales and Marketing
Learning Center
Philosophy
We have positioned ourselves as a provider of tutoring services that inspire students to achieve their objectives, build self-confidence and strengthen each students enthusiasm for learning by instilling our Learning Feels Good philosophy. We developed our philosophy through qualitative and quantitative consumer research of women within our target audience. We have used consumer research to identify the most compelling message as well as the benefits and features that are most relevant and believable to our target audience.
Marketing
We believe our investment in advertising is driving a high level of brand awareness and growth in favorable consumer perceptions about our brand. Our marketing strategy relies primarily on direct response marketing. Our marketing materials are designed to generate a response from consumers, usually in the form of a call or e-mail to one of our learning centers. This direct marketing strategy allows us to quantitatively and qualitatively test the effectiveness of various aspects of our marketing campaigns by measuring consumer response and making appropriate modifications to the campaign to improve consumer response. We believe that this empirical approach to marketing allows us to make more effective use of each media vehicle and to improve the return on our marketing investment.
We have found television advertising, such as our current, award-winning This Moment Brought to You by Sylvan advertising campaign, to be especially effective at delivering an emotionally compelling message to consumers. Accordingly, we commit a majority of our advertising funds to television advertising. The remaining advertising expenditures are comprised of territory spending mainly on direct mail, print or public and community relations. As part of our quantitative and qualitative analysis, each year we test the performance of our newly developed advertising materials and compare the results to the benchmarks set by the best performing advertising materials in our previous campaigns to determine if the new material will be used throughout the system. In each year since 2001, when we began national quantitative testing of our advertising materials, each years new materials have been significantly more effective than the benchmarks set by our prior campaigns.
Our marketing is coordinated across three tiers, the national marketing fund, regional cooperative marketing funds, and local marketing. Substantially all franchised and company-owned centers pay a monthly fee into the national marketing fund, which is jointly managed by representatives of the company and the franchise community, while regional cooperative marketing funds are managed by members of the region, and local funds are managed individually by franchisees or company-owned territory management. These three tiers use a
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combination of marketing channels, including television, print and grassroots public and community relations, such as appearances at public school parent assemblies, local street fairs and festivals, and other community events sponsored by local civic and religious groups. We maintain a consistent and targeted advertising message across each of these tiers and in each of the marketing channels through the centralized development and distribution of all advertising material used, including the materials used by franchisees and company-owned centers in local markets, and through specific recommendations to our franchisees of the appropriate mix of marketing channels.
Institutional Services
Our Institutional Services segment seeks to understand the needs of a particular institution and develops specific programs to address those needs within the scope of available funding. Our institutional services are marketed primarily through direct, personal contact with superintendents of school districts, school principals and other key decision makers at targeted institutions by our relationship managers and sales force. Through these sales efforts, we seek to maintain and expand our relationships with existing institutional customers. This focus on our existing relationship allows us to market additional supplemental services to them, which is less expensive than new client development efforts. Our institutional services are also marketed to new institutional customers by our 14 full time sales people who leverage our track record of success to foster relationships with new institutional customers. In addition, the management of Catapult Learning spends a significant amount of time presenting at numerous conferences and trade shows catering to education professionals to increase its profile in the education community.
We employ a wide variety of consumer marketing strategies to market our Education Station program to parents, including radio, print, direct mail and grassroots public and community relations. In an effort to build the name recognition of our newly-developed Education Station program, we have made, and will continue to make, significant marketing expenditures.
Online Learning Services
Our online services are marketed through online marketing campaigns. eSylvan has established a network of providers of web-based advertising and is constantly working to refine this network to ensure that it is reaching the highest quality audience at the lowest possible cost. As the eSylvan student base is expanded, we believe eSylvan will gain more referrals from current and former students. eSylvan also pursues cross-promotional opportunities with existing and former Sylvan Learning Center and Catapult Learning customers.
Employees
As of December 31, 2004, we had a total of 2,277 full-time and 9,896 part-time U.S. employees, of whom 4,657 were employed in our Learning Center segment; 7,163 were employed in our Institutional Services segment; 219 were employed in our Online Learning Services segment and 134 were employed in corporate services functions. Additionally, we had 654 Schülerhilfe employees of whom 70 were full-time and 584 were part-time. Approximately 100 of those employees are represented by a Works Council. We consider our relationship with the Council to be good. None of our employees is party to any collective bargaining agreement with us and we consider our relationships with all employees to be good.
Competition
While we face competition in each of our business segments, the markets for the Learning Center and Institutional Services segments are very fragmented and penetrations are low. We are aware of only five direct national corporate competitors in our North American Learning Center business: Huntington Learning Centers,
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Inc., Kumon Educational Institutes, The Princeton Review, Kaplan Educational Centers and SCORE! Education Centers. With the exception of Kumon Educational Institutes, which is comprised of a large number of locations mostly operated in facilities primarily used by other organizations, we believe these competitors operate fewer learning centers and provide services within a smaller geographic area than we do. In most areas served by our Learning Center segment, competition also exists from individual tutors and local learning centers. Learning Center competition focuses on education quality, convenient locations and price. Schülerhilfes primary competition consists of Studienkries, a slightly-larger national provider of tutoring services in Germany, smaller regional tutoring chains and individual local tutors.
In our Institutional Services business, competition is primarily based on education quality, reputation and price. We compete with individuals that provide tutoring services to institutional customers, state and local education agencies that provide supplemental education services and national providers of supplemental education services, such as Kaplan K12 Services and The Princeton Review. We also compete with state-approved providers of tutoring services with respect to our NCLB supplemental education services. Most providers of NCLB services are individuals and smaller companies that do not have our national presence. In addition, we are aware of several other entities that currently provide Title I and state-based programs on a contract basis for students attending parochial and private schools.
In our Online Learning Services segment, we compete against smaller companies that participate in the online tutoring market. We also compete with individual home tutors who typically serve higher income families. We expect that some existing bricks and mortar educational services companies, and others, may begin to develop and distribute their services over the Internet in the near future. We believe that our services differ significantly from those currently offered by these companies. As Internet and broadband services become more widely deployed in the pre-K-12 market, we expect new and as yet unidentified companies to enter the market.
Government Regulation
Franchise Regulation. Various state authorities as well as the Federal Trade Commission (FTC) regulate the sales of franchises in the United States. The FTC requires that franchisors make extensive disclosures to prospective franchisees but does not require registration. A number of states require registration and prior approval of the franchise-offering document. In addition, many states have franchise relationship laws or business opportunity laws that limit the ability of a franchisor to terminate franchise agreements or to withhold consent to the renewal or transfer of these agreements. While our franchising operations have not been materially adversely affected by existing regulation, we cannot assure you that we will not be adversely affected in the future nor can we predict the effect of any future legislation or regulation.
Our international franchise agreements and franchise operations are regulated by various foreign laws, rules and regulations. To date, these laws have not precluded us from selling franchise licenses in any given territory and have not had a material adverse effect on our operations.
Title I. Title I eligible school districts are responsible for implementing Title I and carrying out their educational programs. Title I regulations, as well as provisions of Title I itself, direct Title I eligible districts to satisfy obligations including, among others, involving parents in their childrens education, evaluating and reporting on student progress, providing equitable services and other benefits to eligible non-public school students in the district and other fiscal requirements. In contracting with school districts to provide Title I services, we are, and will continue to be, subject to various Title I requirements and may become responsible to the school district for carrying out specific functions required by law. For example, we have responsibility for introducing program content adequate to achieve certain educational gains and maintaining the confidentiality of student records. Our failure to adhere to Title I requirements or to carry out regulatory responsibilities undertaken by contract may result in contract termination, financial liability or other sanctions.
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Intellectual Property
We have federal trademark registrations for the words Sylvan, Sylvan Learning Center, and eSylvan and distinctive logos, along with various other trademarks, patents and servicemarks and have applications pending for a number of other distinctive phrases, including Catapult Learning, Education Station, Progressus, and Progressus Therapy, Inc. We cannot predict whether our trademark and service mark applications will be approved. We cannot assure you that our existing or future trademarks, patents or servicemarks will provide meaningful protection. We also have obtained foreign registrations of Sylvan in over 50 countries. Our License Agreement grants our franchisees the right to use certain of our trademarks and servicemarks in connection with operation of a franchised learning center subject to certain quality control and other provisions.
| Item 2. | Properties |
In our Learning Center segment, there were 111 territories with 163 company-owned Sylvan Learning Centers operating in North America, as of December 31, 2004. All of our company-owned Sylvan Learning Centers are located on premises with short-term leases (typically three years) that generally comprise approximately 3,000 square feet. As of December 31, 2004, we had 738 territories with 896 franchised Sylvan Learning Centers operating in North America. All of our franchised Sylvan Learning Centers are located on premises leased or owned by the individual franchisee. Within our Schülerhilfe operations, there were approximately 226 company-owned centers operating in Germany and 686 franchised locations operating in Germany and 52 franchised locations operating in Austria as of December 31, 2004. All company-owned Schülerhilfe centers are located on leased premises that typically comprise approximately 1,500 square feet. All of Schülerhilfes franchised centers are located on premises leased or owned by individual franchisees. No single center is material to our operations.
As of December 31, 2004, our Sylvan Learning Center locations consisted of the following:
| United States and Territories |
Company-Owned Centers |
Franchised Centers |
Total | |||
| Alaska |
| 3 | 3 | |||
| Alabama |
5 | 14 | 19 | |||
| Arkansas |
| 5 | 5 | |||
| Arizona |
| 12 | 12 | |||
| California |
33 | 65 | 98 | |||
| Colorado |
1 | 14 | 15 | |||
| Connecticut |
| 14 | 14 | |||
| Delaware |
3 | | 3 | |||
| Florida |
14 | 49 | 63 | |||
| Georgia |
15 | 24 | 39 | |||
| Hawaii |
| 2 | 2 | |||
| Iowa |
| 11 | 11 | |||
| Idaho |
| 4 | 4 | |||
| Illinois |
1 | 36 | 37 | |||
| Indiana |
| 22 | 22 | |||
| Kansas |
| 8 | 8 | |||
| Kentucky |
| 12 | 12 | |||
| Louisiana |
| 21 | 21 | |||
| Massachusetts |
11 | 10 | 21 | |||
| Maryland |
12 | 12 | 24 | |||
| Maine |
| 2 | 2 |
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| United States and Territories |
Company-Owned Centers |
Franchised Centers |
Total | |||
| Michigan |
| 41 | 41 | |||
| Minnesota |
8 | 10 | 18 | |||
| Missouri |
| 22 | 22 | |||
| Mississippi |
| 6 | 6 | |||
| Montana |
| 7 | 7 | |||
| North Carolina |
| 45 | 45 | |||
| North Dakota |
| 3 | 3 | |||
| Nebraska |
| 9 | 9 | |||
| New Hampshire |
1 | 5 | 6 | |||
| New Jersey |
3 | 21 | 24 | |||
| New Mexico |
| 5 | 5 | |||
| Nevada |
| 6 | 6 | |||
| New York |
| 37 | 37 | |||
| Ohio |
6 | 39 | 45 | |||
| Oklahoma |
| 6 | 6 | |||
| Oregon |
| 13 | 13 | |||
| Pennsylvania |
11 | 32 | 43 | |||
| Rhode Island |
1 | 3 | 4 | |||
| South Carolina |
| 14 | 14 | |||
| South Dakota |
| 2 | 2 | |||
| Tennessee |
| 22 | 22 | |||
| Texas |
23 | 36 | 59 | |||
| Utah |
5 | 2 | 7 | |||
| Virginia |
6 | 24 | 30 | |||
| Washington |
| 29 | 29 | |||
| Wisconsin |
| 21 | 21 | |||
| West Virginia |
| 6 | 6 | |||
| Guam |
| 1 | 1 | |||
| Puerto Rico |
| 2 | 2 | |||
| Total |
159 | 809 | 968 | |||
| Canada |
4 | 85 | 89 | |||
| Hong Kong |
| 2 | 2 |
Our Institutional Services segment also has approximately 25 leased regional administrative offices located in strategic points throughout the United States. The leased premises range in size from 1,000 to 11,000 square feet. The leases are generally short-term with many having annual renewals.
We maintain our corporate headquarters at 1001 Fleet Street in Baltimore, Maryland. Our corporate headquarters is used by all of our business segments. At our corporate headquarters, we sublease 57,471 square feet of office space from Laureate. The initial term of the sublease for our headquarters expires on August 30, 2011.
We sublease one other property from Laureate that is used in support of each of our business segments. The property is located at 506 S. Central in Baltimore, Maryland and consists of 25,997 square feet. The sublease for the 506 S. Central property expires on November 30, 2006 and is renewable for three additional periods totaling 13 years at our discretion.
We lease 11,990 square feet of space in Elkridge, Maryland that serves as a call center for our Company-owned Sylvan Learning Centers. The lease expires on December 31, 2005 and is renewable for two additional
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three-year terms at our discretion. Schülerhilfe leases approximately 12,000 square feet of office space in Gelsenkirchen, Germany, which serves as its corporate headquarters.
| Item 3. | Legal Proceedings |
From time to time, we are a party to various lawsuits, claims and other legal proceedings that arise in the ordinary course of our business. We are not a party, as plaintiff or defendant, to any legal proceedings which, individually or in the aggregate, would be expected to have a material adverse effect on our business, financial condition or results of operation.
| Item 4. | Submission of Matters to a Vote of Security Holders |
No matters were submitted to be voted on by security holders during the fourth quarter ended December 31, 2004.
| Item 4A. | Executive Officers of the Registrant |
The following table sets forth certain information regarding our directors and executive officers as of March 15, 2005.
| Name |
Age |
Position(s) | ||
| R. Christopher Hoehn-Saric |
42 | Chief Executive Officer; Chairman of the Board of Directors | ||
| Peter Cohen |
50 | President and Chief Operating Officer | ||
| Kevin E. Shaffer |
42 | Chief Financial Officer | ||
| Mary Foster |
50 | President, Learning Center segment | ||
| Jeffrey Cohen |
39 | President, Institutional Services segment | ||
| C. Alan Schroeder |
47 | Vice President, General Counsel, Secretary | ||
| Douglas Becker |
39 | Director | ||
| Laurence Berg |
38 | Director | ||
| Cheryl Gordon Krongard |
49 | Director | ||
| Michael Gross |
43 | Director | ||
| David Hornbeck |
63 | Director | ||
| Aaron Stone |
32 | Director | ||
| Raul Yzaguirre |
65 | Director | ||
| Michael F. Devine, III |
46 | Director |
R. Christopher Hoehn-Saric became our C