Lurnia Training Centre Master Business Plan
Our Vision: To be the Kingdom’s recognized leader and accelerator in human capability development, transforming individual potential into collective excellence that fuels the ambitions of Saudi Arabia’s Vision 2030.
1. Executive Summary
Mission Statement: Lurnia is committed to nurturing the workforce of tomorrow by delivering evidence-based, internationally certified training across critical sectors—Technology, Leadership, and Health—through a blended model of learning. We empower professionals to secure vital certifications (PMP, CIPD, CPHQ, etc.) and apply future-ready skills, ensuring measurable and sustainable growth for the individual, the corporation, and the nation.
Core Value Prop:
The convenience of LURNIA with the networking and prestige of a Riyadh-based physical centre.
Location:
Flagship Hub in Riyadh, King Abdullah Road, near Riyadh Khalid Bin Walid Metro Station
Operational Infrastructure
- Organizational Chart: * Leadership (CEO/Founder).
- Academic (Training Manager, Instructors).
- Operations (Facility Manager, IT/LMS Admin).
- Sales (Admissions, Corporate Relations).
- Tech Stack: Daftra (ERP/Invoicing), HubSpot (CRM), and a custom-branded LMS.
📚 Lurnia’s Core Course Offerings (KSA Market)
Pillar 1: 💡 Future Skills & Digital Transformation (Technical Nurturing)
The Saudi market has a massive demand for skills that support the digital economy and megaprojects (NEOM, Red Sea Global, Qiddiya, etc.).
| Course Title | Focus & Alignment with KSA |
| Data Analytics with Power BI & Python | Crucial for the digital transformation and data-driven decision-making across all sectors (Finance, Retail, Government). |
| Artificial Intelligence (AI) for Business Leaders | Essential foundation for managers to understand and implement AI strategy and Machine Learning (ML) in line with national digital goals. |
| Cybersecurity Fundamentals & Risk Management | High demand to protect digital assets and infrastructure as companies and government entities move online. |
| Agile Project Management (PMP/SCRUM) | Necessary for managing the complexity and pace of Vision 2030 Realization Programs and large-scale projects. |
Pillar 2: 👥 Leadership & Human Capability (Soft Skills Nurturing)
These are the essential “power skills” needed to nurture talent, manage complex teams, and foster a positive work culture, directly supporting the Human Capability Development Program.
| Course Title | Focus & Alignment with KSA |
| Emotional Intelligence for Team Excellence | High-demand soft skill for improving communication, adaptability, and collaboration within diverse teams. |
| Strategic Leadership & Vision 2030 Alignment | Trains managers to think strategically, align departmental goals with national vision, and foster organizational excellence. |
| Feedforward: A New Approach to Performance Coaching | Focuses on positive, future-oriented development (Nurturing!) rather than past failures, key for modern HR practices. |
| Creative Problem-Solving & Critical Thinking | Needed to navigate complex business environments and innovate processes and services. |
Pillar 3: 💼 Governance, Compliance & Sector Specialization
These courses address the need for a modern, transparent, and efficient private and public sector workforce.
| Course Title | Focus & Alignment with KSA |
| Corporate Governance, Risk, and Compliance (GRC) | Top-tier training for professionals focused on accountability, transparency, and effective organizational risk management, especially in finance and consulting. |
| Advanced Human Resources Management (HRCI/CIPD Prep) | Focuses on talent acquisition, retention, and performance management to build a globally competitive Saudi workforce. |
| Logistics & Supply Chain Optimization | Directly supports the National Industrial Development and Logistics Program (NIDLP), covering global and regional supply chain expertise. |
| Customer Experience (CX) Excellence in Hospitality | Critical for the rapid growth in the Tourism & Hospitality sector (Red Sea, AlUla, etc.), focusing on world-class service standards. |
To be a top-tier training center in Saudi Arabia, Lurnia must offer programs leading to internationally recognized and sought-after professional certifications. This adds significant value and credibility (the “Premium” aspect of the “Lurnia” brand).
Here is a breakdown of how Lurnia can structure its programs to offer official certifications like PMP and CIPD in the Saudi market.
🔑 Structuring Lurnia for Official Certifications
The process involves two key areas: Local Licensing & Accreditation and International Partnership.
1. Local Saudi Licensing & Accreditation (The Foundation)
Before offering any training, Lurnia must be formally licensed and recognized by the relevant Saudi authorities.
- Commercial License & Registration: Secure the initial business registration with the Ministry of Commerce (MOC) and obtain an Investment License (if applicable).
- TVTC Approval: The most crucial step is obtaining a license from the Technical and Vocational Training Corporation (TVTC). TVTC is the primary regulatory body for professional training in the Kingdom. This ensures your facility, curriculum, and trainers meet national quality standards.
- Action: You will need to submit a detailed action plan, curriculum details, and trainer qualifications to the TVTC.
- SECB Approval (for Events): For running large workshops or conferences, Lurnia may need approval from the Saudi Exhibition and Convention Bureau (SECB).
2. International Certification Partnerships (The Value-Add)
To offer official PMP or CIPD preparation, Lurnia must partner directly with the certification bodies or their authorized agents.
A. Project Management Professional (PMP) – PMI
The PMP certification is offered by the Project Management Institute (PMI) and is highly valued, especially with the major projects under Vision 2030.
- Become an Authorized Training Partner (ATP): Lurnia must apply to PMI to become an Authorized Training Partner (ATP). This allows you to use official PMI courseware and market your programs as official PMP Exam Preparation.
- Trainer Requirements: All PMP instructors must be PMI Authorized Instructors. This is non-negotiable and ensures quality.
- The Saudi Angle (HADAF): Lurnia should align its PMP course with the Human Resources Development Fund (HADAF) Professional Certificates Support Program. This is a huge market advantage:
- HADAF often compensates Saudi citizens for the cost of the training course and the exam fee upon successfully passing the PMP exam. Marketing Lurnia’s PMP course as HADAF-supported makes it extremely attractive. `
B. Chartered Institute of Personnel and Development (CIPD)
The CIPD (UK-based) is the gold standard for HR and L&D professionals globally, and its qualifications are highly respected in KSA’s modernizing HR sector.
- Partner with an Approved CIPD Centre: Lurnia needs to partner with an existing, globally recognized CIPD centre or apply to become one. This is a rigorous process.
- Qualification Levels: Lurnia should focus on the high-demand levels:
- Level 5 (Associate Diploma): For operational HR professionals.
- Level 7 (Advanced Diploma): For senior, strategic HR leaders.
- Assessment: Unlike PMP, which is exam-based, CIPD requires ongoing assessment, including written assignments and case studies. Lurnia must have processes and qualified assessors in place to manage this.
3. Key Lurnia Differentiators (Nurturing Focus)
Lurnia’s brand promise of Nurturing can enhance these certification programs:
- Localized Content: Integrate KSA case studies and discuss how PMP/CIPD principles apply to the Saudi Labor Law and Vision 2030 projects.
- Coaching & Mentorship: Offer a “Nurturing Path” add-on where trainees get one-on-one coaching sessions with the instructor after the course to ensure long-term application of the skills, not just exam passing.
🎯 Lurnia Business Model Outline
1. 👥 Target Audience (Market Segmentation)
Lurnia should adopt a B2B (Business-to-Business) focus with a supplementary B2C (Business-to-Consumer) revenue stream through certified programs.
| Segment | Primary Focus & Need | Alignment with Vision 2030 |
| A. Large Private Sector Corporations | Core Revenue: Tailored in-house programs (especially in Finance, Technology, Energy, and Professional Services). Need customized training for teams (30+ people). | Digitalization, Workforce Upskilling, Leadership Development. |
| B. Government/Semi-Government Entities | Strategic Revenue: Training for Ministry staff, authorities, and giga-project entities (NEOM, Red Sea Global). Need compliance, strategic planning, and change management. | Human Capability Development, Public Sector Efficiency. |
| C. High-Potential Individuals (B2C) | Supplementary Revenue: Individuals seeking international certification (PMP, CIPD) often funded through HADAF or personal investment. | Employability, Professional Certification (Skill Gaps). |
2. 🚚 Delivery Methods (The Modality Mix)
A modern KSA training provider must be flexible and offer a mix of delivery channels.
| Method | Type | Description | Rationale (The “Nurturing” Factor) |
| 1. In-House / Onsite (Corporate) | B2B | Dedicated sessions conducted at the client’s premises or Lurnia’s center, tailored to the company’s culture. | Customization: Highly effective for internal team building and applying skills to specific company challenges. |
| 2. Open Enrollment (Public) | B2C/B2B | Scheduled classes for individuals or small groups from different companies, often for certification courses (PMP, CIPD). | Networking: Allows individuals to network, and is cost-effective for smaller companies. |
| 3. Blended/Hybrid (VILT + E-Learning) | Digital Focus | Virtual Instructor-Led Training (VILT) combined with self-paced digital modules via a Learning Management System (LMS). | Scalability & Flexibility: Meets the high demand for accessible training across Saudi Arabia (Riyadh, Jeddah, Dammam). |
3. 💰 Pricing Strategy
Lurnia should adopt a Value-Based Pricing Model reflective of its premium positioning and certification quality.
- Corporate (In-House) Pricing: Charge a per-day fee for the trainer/content team, rather than per-delegate. This is a common high-value pricing model for customized training. Example: SAR 12,000 – SAR 25,000 per training day.
- Open Enrollment (B2C) Pricing: Price these courses at the higher end of the market average (due to the “Lurnia” premium brand, certified trainers, and added mentoring).
- Example: PMP Prep Course (5 days) at SAR 5,000 – 8,000 per delegate.
- Certification Subsidy Model: Actively facilitate access to HADAF funding for Saudi national attendees in certified programs. This allows Lurnia to charge its premium rate while the attendee’s out-of-pocket cost remains low (or zero).
- Digital Subscription (Future Growth): Implement a low-cost, recurring monthly subscription for access to short, non-certified digital courses (micro-learning and refreshers).
4. 📈 Marketing & Sales Strategy
The strategy must emphasize Trust and Expertise.
- Thought Leadership: Publish KSA-relevant white papers and host webinars on topics like “Digital Leadership in the Giga-Project Era” to build credibility.
- Strategic Partnerships: Partner with industry associations (e.g., local PMI chapter) and HR consulting firms.
- Trainer Profile: Highlight the trainers’ industry experience (especially in KSA) and their international certifications. The trainer is the product.
- Direct Sales Focus: Establish a dedicated B2B sales team focused on prospecting HR/L&D departments in Riyadh and Jeddah.
This framework positions Lurnia to generate stable revenue from high-margin B2B contracts while building market presence through its B2C certification offerings, perfectly balancing premium quality with strategic market alignment.
HEALTHCARE TRAINING INTEGRATION TO LURNIA
Healthcare is a core focus of Vision 2030 through the Health Sector Transformation Program (HSTP), which aims to create a comprehensive, integrated, and value-based health ecosystem.
Integrating specialized healthcare training will allow Lurnia (the “Nurturing” academy) to tap into the high demand for upskilling clinical and administrative staff in KSA.
Here are suggested healthcare training courses for Lurnia, grouped by the critical skills needed for the transformation of the Saudi healthcare sector:
🏥 Lurnia’s Healthcare Training Portfolio
Pillar 1: Management, Quality, and Patient Safety (Clinical & Administrative Nurturing)
The HSTP emphasizes value-based care, quality, and patient satisfaction. These courses are essential for hospital and clinic management.
| Course Title | Focus & Alignment with KSA | Certification Readiness |
| Certified Professional in Healthcare Quality (CPHQ) Prep | High Demand: Focuses on quality improvement, risk management, and patient safety protocols, vital for adhering to national (CBAHI) and international (JCI) accreditation standards. | Preparation for the CPHQ international exam. |
| Hospital Management & Operational Excellence | Leadership: Covers strategic planning, resource management, and operational efficiency within healthcare facilities, aligned with the goal of restructuring the sector. | Professional Diploma/Certification of Completion. |
| Patient Safety & Clinical Risk Management | Core HSTP Goal: Focuses on human factors engineering, adverse event analysis, incident reporting, and cultivating a safety culture. | Saudi Patient Safety Center (SPSC) aligned content. |
| Healthcare Financial & Revenue Cycle Management | Focuses on financial sustainability, cost-effectiveness analysis, and value-based care models—key components of the HSTP. | Professional Certificate in Healthcare Finance. |
Pillar 2: Digital Health & Informatics (Future Skills Nurturing)
Digital transformation is central to modernizing the sector, including electronic health records (EHR), telemedicine, and data management.
| Course Title | Focus & Alignment with KSA | Certification Readiness |
| Digital Health & Health Informatics Fundamentals | Vision 2030 Priority: Covers EHR systems, data analytics, telemedicine, and the ethical/regulatory dimensions of digital health in KSA. | Saudi Electronic University (SEU) alignment and micro-credentials. |
| Healthcare Data Analytics & Predictive Modeling | Teaches professionals to manage and analyze large health datasets to track population health outcomes and inform personalized care strategies. | Specialization in Data Science for Healthcare. |
| Telemedicine Implementation & Best Practices | Practical course on regulatory compliance, technology platforms, and clinical protocols for effective virtual care delivery. | Certificate in Telehealth Operations. |
Pillar 3: Clinical & Public Health Foundation
These are essential programs that ensure basic competencies and continuous professional development (CPD).
| Course Title | Focus & Alignment with KSA | Key Partnership |
| Basic Life Support (BLS) & Advanced Cardiac Life Support (ACLS) | Mandatory CPD: Essential, widely required certifications for clinical staff (physicians, nurses, technicians). | American Heart Association (AHA) Authorized Training Site (critical partnership). |
| Evidence-Based Practice (EBP) for Clinicians | Focuses on critical appraisal of research to guide clinical decision-making, improving the quality of patient care. | Recognized by the Saudi Commission for Health Specialties (SCFHS). |
| Disaster Management in Healthcare | Training on mass casualty protocols and public health emergencies, highly relevant given the Kingdom’s geographical and religious events (Hajj). | Potentially aligned with Disaster Management Officer certifications. |
🔑 Strategic Alignment
- SCFHS Accreditation: For any clinical course, the ultimate goal should be to get the program accredited for CME/CPE hours by the Saudi Commission for Health Specialties (SCFHS). Without SCFHS hours, clinical professionals will not prioritize the training.
- Target Audience: Lurnia should target non-clinical professionals (HR, Finance, IT, Administration) working in hospitals/clinics with management courses (Pillar 1 and 2), while offering the clinical foundation courses (Pillar 3) to physicians, nurses, and technicians.
Without Saudi Commission for Health Specialties (SCFHS) accreditation, clinical professionals cannot count the training toward their mandatory Continuing Professional Development (CPD) hours required for license renewal. This makes Lurnia’s the highest-value accreditation Lurnia can secure for its healthcare training in Saudi Arabia.
Here is a structured plan for Lurnia to pursue SCFHS accreditation for its healthcare courses, ensuring they meet the necessary quality and compliance standards.
🏛️ Plan for SCFHS Accreditation (Healthcare Courses)
The SCFHS accreditation process is rigorous and focuses on the quality of the content, the qualifications of the instructor, and the institutional framework.
Phase 1: Institutional & Administrative Readiness
- TVTC Accreditation (Prerequisite): Lurnia must first secure its general training license from the TVTC (as outlined previously). The SCFHS will look for proof of a valid institutional license from a relevant Saudi authority.
- SCFHS Registration (PBL): Lurnia must apply to be registered as a Program Based Learning (PBL) provider with the SCFHS. This is the formal registration allowing the organization to submit programs for accreditation.
- Dedicated SCFHS Liaison: Appoint a qualified staff member (preferably with a healthcare background) to act as Lurnia’s official SCFHS Accreditation Coordinator. This person will manage all submissions, follow-ups, and compliance documentation.
- Policy and Procedure Manual: Develop a comprehensive manual detailing Lurnia’s procedures for:
- Needs Assessment: How Lurnia determines the relevance of its courses to the Saudi healthcare sector.
- Quality Assurance: How course material is reviewed and kept up-to-date (must be evidence-based).
- Attendance Tracking: The robust system Lurnia uses to verify trainee attendance (crucial for CPD hour allocation).
- Evaluation: How participants evaluate the course and how Lurnia acts on the feedback.
Phase 2: Trainer & Content Compliance
The quality of the instructors and the course content are the two most scrutinized elements.
- Trainer Qualifications (The Expertise Factor):
- Every instructor teaching an SCFHS-accredited course must be registered with and approved by the SCFHS.
- The instructor must have a degree and specialized experience relevant to the course content.
- For certification-prep courses (like ACLS/BLS), the trainer must hold the authorizing body’s (e.g., AHA) instructor certification.
- Content Compliance (The Evidence-Based Factor):
- The course content must be Evidence-Based and aligned with recognized international standards (e.g., WHO, JCI, or specific medical guidelines) and, crucially, Saudi National Guidelines.
- The content must be structured into learning outcomes that can be objectively measured.
- The “Nurturing” Differentiation: For Lurnia’s unique courses (e.g., Hospital Management), the content must clearly fill a gap identified in the Saudi market, linking directly to the goals of the Health Sector Transformation Program.
Phase 3: Program Submission and Accreditation
- Individual Program Submission: Lurnia submits each course individually through the SCFHS portal. The submission must include:
- Detailed Course Outline: Duration, learning objectives, instructional methods, and assessment methods.
- Trainer’s CV and SCFHS Registration Number.
- Course Materials (e.g., Manuals, Presentations).
- Target Audience: Clearly define the healthcare specialists the course is intended for (e.g., nurses, administrative staff, general practitioners).
- SCFHS Review: The commission’s scientific committee reviews the material against national and international standards. They may request amendments.
- CPD Hour Allocation: If approved, the SCFHS assigns a specific number of CPD hours to the course. This is the official metric that trainees use for their license renewal.
Phase 4: Post-Accreditation Obligations
- Reporting: Lurnia must adhere to SCFHS reporting requirements, including submitting lists of attendees who completed the course and earned the CPD hours.
- Audit: The SCFHS reserves the right to audit Lurnia’s operations, courses, and documentation to ensure ongoing compliance.
