Business Model Adaptation in the Educational Sector on Entering a New Market

The aim of the paper is to provide recommendations on business model’s adaptation for organization called ‘Intellectual Contests’ Winners Association’, which operates in supplementary education market. The organization currently is present in Moscow and aims to enter regional markets. The first chapter gives an overview of theoretical concepts that explain the strategic view on business models and their adaptation. It explores the link between business model and strategy, explains the process of business models’ adaptation and presents a brief analysis of the evolution of business models for educational organizations. The second chapter examines the current state of Russian Education-as-a-Service market: it elaborates on various factors of influence, describes competition and explores typical business models. As a result, best practices for entering new markets are outlined. The final part explores the background of the organization, analyzes its current business model and articulates specific recommendations for its adaptation on entering regional markets.