Business Plan – Willowbrook

Business Plan 2025


Table of Contents

Executive Summary
Company Profile
Market Research
Sales & Marketing
Operations
Financials


Executive Summary


Company Profile

Business Overview

The Willowbrook Schoolhouse is a co-operative-style “learning pod” supervised by qualified BC teachers and parents on the Saanich Peninsula. It welcomes home learners in Kindergarten – Grade 12 through with a project-based program nurtures the whole child: intellect, emotion, imagination, and character, in a setting where small class sizes, integrated arts, and nature-based learning foster a lifelong love of discovery.

Learners gather with their age groups twice a week (9AM-3PM) at our building in Saanichton, in Centennial Park. Under the supervision of a BC-certified teacher and a responsible adult, students engage in learning following a Waldorf-style curriculum that encourages creativity, curiosity, and connection. Our curriculum outlines are available to view. Students provide their own lunch and snack, however we meet on Wednesdays for a communal meal to promote connection and community.

The cooperative learning pod model makes homeschooling easier for parents, increases enjoyment and connection with learning, and offers a premium learning experience that blends rigorous subject matter material with hands-on, creative learning.

Our goals include:

  • Establishing a small, VIHA-compliant half-day preschool for 3.5-5.5-year-olds meeting twice a week in September 2025.
  • Expanding to a class of 8 Lower Elementary (Grades 1-3) students in September 2026.
  • Launching three more classes meeting twice a week at the middle and secondary level for September 2027.
  • Establishing Willowbrook Schoolhouse as a certified Group 1 Independent School, delivering both the Grades K-9 Elementary Program and the 10-12 Graduation Program to students, by September 2030.
Company History

Management

Tristan Bannister is our Director of Start-Up, currently working as a BC Independent school administrator and teacher. She holds a B.Ed Elementary and an M.Ed Curriculum Leadership, as well as Montessori teacher training and an Inclusion Support diploma. She is passionate about high-level academic learning and believes that projects and play are vital to the holistic development of the child. She is our go-getter and visionary, seamlessly weaving the pedagogies and practices that spark joy and love for learning. She is a proud mom of a little girl who inspires her every day.

Aeryn Bannister is our Director of Education, with over 15 years of education and outreach experience. They hold a B.Sc in Physics and Astronomy and an M.Sc in Medical Physics, and now holds a BC Teaching Certificate after completing their B.Ed Secondary. Aeryn strongly believes in the power of play and exploration, even at the high school level, and sees the power of project- and inquiry-based learning for promoting collaboration and deep understanding.

Rosemary Addison is our Director of Relations, as well as an experienced primary educator and nature-loving parent of two with a special gift for creating calm, student-led learning environments that nurture the whole child. She is deeply involved in the home learning community of Greater Victoria and is inspired by the rhythms and exploration offered by Willowbrook for her curious, creative children.

Legal Structure

The Willowbrook Schoolhouse is by the Impactful Presence Educational Society, an incorporated not-for-profit organization registered under the BC Societies Act. This structure complies with BC Ministry of Education and Child Care requirements for Group 1 Independent schools that are eligible for Ministry funding, as well as allowing us to receive grant funding from community organizations.

Advisors

Wayne Powell, CPA – With an extensive background in not-for-profit management, Provincial government finance, governance and negotiations, Wayne offers a broad spectrum of skills and experience to support the day-to-day financial operations of Willowbrook Schoolhouse.

Jeff Hopkins, M.A, B.Ed – The founder of the Pacific School of Innovation and Inquiry in Victoria, BC, Jeff offers a deep understanding of Independent school start-up and successful strategies for funding, enrollment, and Ministry compliance.

Emily Miller, M.A. – The head of Nantucket Lighthouse School (our program model), Emily is able to provide insight into the curriculum, philosophy, and strategies that have made the school so successful and meaningful to families.


Market Research

Industry Profile & Outlook

Before the COVID-19 pandemic shut down schools in March 2020, roughly 40,000 K-12 students in Canada were homeschooled. This number doubled in the following year as back-to-school plans were uncertain and changing day by day. As time has passed more students returned to the classroom and numbers began to return to their norm, however British Columbia was a significant outlier in this trend. The number of registered homeschoolers remained nearly twice that of pre-pandemic levels in 2023.

British Columbia has a unique approach to home learning. Families can choose from two streams – enrolled or registered. Registered homeschoolers, which is captured by the Census data, are not required to report their learning progress to an authority or adhere to the BC curriculum. Their learning program is solely provided by the parent, with the registering school offering assessment and resources only if desired. This traditional model appeals to families who wish to design their own learning programs or follow a different curriculum model. The other option is enrolling in a BC Online Learning school (OLs), where curriculum is chosen by the teacher in collaboration with the family and assessed according to the BC K-12 Reporting Policy and Classroom Assessment strategies. What appeals to families about this model is the inherent flexibility it offers, as well as the access to funding. OLs may provide up to $600 in funding for purchasing resources, as well as the ability for students with Learning Support designations to direct their funds for personal use. For students with Autism, chronic illnesses, and severe mental health concerns, this is a life-saving option that allows them to access therapies, assessments, and learning strategies not ordinarily available to them in brick-and-mortar schools.

With alternative education undergoing a renaissance in British Columbia, parents are seeking flexible, emotionally attuned, and creativity-driven models of learning that prioritize the whole child. Families are turning away from high-pressure academics and turning toward nurturing, developmentally respectful models that focus on play, imagination, and joyful learning. They are inspired by social media accounts like Wondergarten and LifeWays, creating a growing demand for education rooted in seasonal rhythm, handwork, storytelling, and art. Among these, Waldorf-inspired approaches are gaining notable traction, especially in communities aligned with values like sustainability, slow living, and screen-free childhoods.

Local Market

In Greater Victoria, home learning is growing in popularity. There are 386 members of the most expansive Facebook Group, which uses a “hub” model to connect home learners with events, classes, and curriculum suggestions. On average, 50 children and their parents (mostly mothers) attend in-person gatherings through this group. The group consists of both registered homeschoolers and OLs enrollees, many of whom are enrolled in blended programs. This is the niche market we are appealing to.

Homelearning families in Victoria have an average household income of $100,000-120,000/year, are usually married or in common-law relationship with one partner working in a flexible/work-from-home environment. They usually have 1-2 children and are mostly secular, though many hold some Christian or other religious sentiments. They expect to pay roughly $500/mth for home learning materials including curriculum, supplementary services (swimming lessons/tutoring), and supplies. Most families are actively seeking community in home learning, wishing to share at least some of the “teaching load” with others, and to provide social connections for their children.

With a supply fee of $200 per child and a monthly tuition of $400, Willowbrook Schoolhouse offers high value for money and meets the needs of the target market by emphasizing community, connection, and enjoyment.

Currently, there are a number of blended programs in the community, usually attached to a Provincial OL. Some examples include:

  • EPIC Learning Community (3 days/week, NIDES)
  • Mary’s Farm (1 day/week, unattached)
  • Thriving Roots (1-4 days/week, unattached)
  • Victoria Nature School (1 day/week, unattached)
  • Community Connections+ (1 day/week, HCOS)

While Waldorf-inspired programs thrive in areas like Vancouver, Salt Spring Islans, and Comox, Victoria lacks a full-time Waldorf school, presenting a clear gap in the market. Being the only Waldorf-aligned program in Greater Victoria provides a key competitive edge. Families already engaged in sustainable living, natural parenting, and alternative education are seeking aligned models. Our advertising will be targeted towards this demographic by emphasizing connection-based schooling with visuals of natural materials, wholesome play, and connection to local efforts and sustainability.

In terms of regulation, child care and education have strict mandates that must be followed. Willowbrook Schoolhouse will begin as a licensed Pre-School School Age Care centre as defined under the Community Licensing Act, meeting Vancouver Island Health Authority standards for community care. Once established as a BC Independent school, we will be subject to the Schools Act and similar legislation. Tristan Bannister is an experienced Independent school administrator and will work with the Ministry and health authorities to ensure compliance during startups.

Key Competitors

Target Market

EPICThriving RootsClassical ConversationsCommunity ConnectionsMary’s Farm
Strengths3 day/week program, public funding, no tuition fees, well-established in the community.Several options, not attached to a specific school, moderate tuition fee, well-established in the community.Academically rigorous, 1/week, full program1 day/week, community-focused, modest tuition fees1 day/week, inclusive, ND-affirming, several options, not required to be attached to a specific school.
WeaknessesLoose structure, 100% outdoors, must be enrolled with NIDES100% outdoors, full-time program requires enrollment with IDLC.Faith-based exclusively, intense, highly structuredMust be enrolled in HCOS, faith-based, 100% outdoors, single multi-age program.
Opportunities
Threats
Keys to Success

Customer Survey Results


Sales & Marketing

Pricing Strategy

Marketing Strategy

Positioning Statement

Enrollment Process

Strategic Partnerships


Operations

Location

Legal

Insurance

Human Resources

Experience

Risk Assessment


Financials

Past Purchases

Start-Up Costs

Funding

As a licensed child care program, Willowbrook Schoolhouse is eligible for the following BC Ministry of Education and Childcare Grants:

  • Child Care Operating Base Funding ($1.37/child Preschool, $2.80/child School Age)
  • Early Childhood Educator Wage Enhancement ($6/hr for any ECE)
  • New Spaces Fund (Minor or Major) (Up 10 $1,000,000 for the construction or renovation of a space to create new child care spaces)
  • Child Care Fee Reduction Initiative ($12.75/child Preschool, $26/child School Age)

In addition, we qualify for the Community Gaming Grants offered by the Ministry of Municipal Affairs and community grants from local organizations including the municipality where our program will be located, banks, and grocery stores, and other community-based organizations.

The tuition fees of $400/mth for the preschool will provide $24,000 in income, plus the one-time supply fee of $200 (totaling $1200) and the ChildCareBC funding of $779. As the program grows, the income will increase as follows:

Year 1Year 2
(3% increase)
Year 3
(3% increase)
Year 4
(3% increase)
Year 5
(Group 2 Independent School)
Preschool8
$33,712
12
$52,057
12
$53,619
24
$113,034
24 Student $146,973
Grades 1-3X8 Students
$36,933
12 Students
$57,087
16 Students
$74,212
24
$226,402.8
Grades 4-6x8 Students
$36,933
12 Students
$57,087
16 Students
$74,212
24
$226,402.8
Grades 7-9xx12
$67,800
12
$69,672
18
$169,802
Grades 10-12xxx(see notes)(see notes)
Annual Income$33,712$125,923$235,593$331,130$769,579
Break-Even Analysis

Forecast

Cash Flow
Income Statement

Appendix

Curriculum Path