The O'Neal School

What The O'Neal School does

The O'Neal School is a private, nonprofit college preparatory institution founded in 1971 and located on a 40-acre wooded campus at 3300 Airport Road in Southern Pines, North Carolina. The school serves approximately 465 students from Pre-Kindergarten 3 through Grade 12, organized into three divisions — Lower School (Pre-K3–Grade 4), Middle School (Grades 5–8), and Upper School (Grades 9–12) — supported by 60+ faculty at a 1:12 teacher-to-student ratio. Its product surface spans the Signature Scholars Research Program (a two-year upper-school distinction), College Counseling, competitive athletics (80% student participation), performing and visual arts, Falcon Swim School, summer camps, and student support services, with 100% of graduates historically accepted to college and Class of 2026 earning acceptances to 70+ institutions and $3M in merit scholarships.

Revenue is generated primarily through tuition subscriptions, supplemented by a multi-channel fundraising apparatus: the Annual Fund (unrestricted gifts from parents, alumni, trustees, faculty, and friends), the Benefit Auction (the school's largest single annual fundraiser featuring silent auctions, raffles, and local-business sponsorships), and optional transportation service contracts. Tuition pricing is not publicly disclosed but a tuition calculator is offered, with 30% of currently enrolled families receiving need-based financial assistance; named scholarship programs include the Bradshaw Scholarship ($6,000 annual), the Holmberg Scholarship (75% of tuition), the Pursuit of Excellence Award, and the Falcon Award. The go-to-market model is sales-led direct enrollment via website inquiry, campus tours, and a structured application process tiered by division.

The technology stack is commodity: Microsoft 365 for faculty/staff productivity and authentication, Google Analytics for site traffic analysis, third-party research databases (EBSCO, JSTOR, PebbleGo, PebbleGo Next, NC Cardinal) for the library, and Flikis Dining for lunch-menu services. The school holds accreditations from NAIS, SAIS, and NCAIS, and operates under a Board of Trustees governance structure (chaired by John Taws) with Steve Lisk serving as Interim Head of School. Ownership rests with the Board; there is no parent company or institutional investment backing. The institution relies on tuition, charitable contributions, and endowment income for operations, with marketing distributed through its website, Facebook, Twitter/X, Instagram, YouTube, and the 'Falcons Fly to 50' blog.

Name

The O'Neal School

Legal name

The O'Neal School

Website

https://onealschool.org

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

51–100 employees

Short description

The O'Neal School is a private nonprofit college preparatory school in Southern Pines, NC, serving approximately 465 students from Pre-K3 through Grade 12 on a 40-acre campus, with a 1:12 teacher-student ratio and a reported 100% college acceptance rate.

Ownership category

akta.pro rank

Product category

Private K-12 College Preparatory Education

NAICS

Elementary and Secondary Schools (611110)

SIC

Services-Educational Services (8200)

akta.pro industry

PRIMARYEDACABAM

Preschool Programs within Private K–12 Schools

Education/Early Childhood Education/Preschools & Pre-K Programs

Keywords

• Private K-12 education
• College preparatory school
• Independent school education
• Pre-kindergarten programs
• School athletics programs

Headquarters

HQ city

Southern Pines

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. Tuition: Primary revenue source from tuition payments for Pre-K through Grade 12 education. The school offers need-based financial assistance with 30% of families currently receiving financial aid.
2. Annual Fund Donations: Unrestricted gifts from parents, alumni, faculty, trustees, grandparents, and friends supporting faculty salaries, professional development, financial aid, facility upkeep, and programmatic needs.
3. Benefit Auction: Annual benefit auction - the single largest annual fundraising event, providing funds for the annual operating budget. Features silent auctions, raffles, and sponsorships from local businesses.
4. Transportation Services: Optional transportation contract services for families requiring bus service to/from school.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

The O'Neal School is a private college preparatory school offering a continuous educational program from Pre-Kindergarten 3 through Grade 12, organized into three divisions (Lower School, Middle School, and Upper School). Core academic instruction is supplemented by College Counseling, the Signature Scholars Research Program, Athletics, Arts, Falcon Swim School, Summer Camps, and Student Support and Wellness services delivered on a 40-acre Southern Pines, NC campus with a 1:12 teacher-to-student ratio.

Product overview

The O'Neal School is a private college preparatory school offering a unified educational program spanning Pre-K3 through Grade 12, structured into three divisions: Lower School, Middle School, and Upper School. The institution complements its core academic curriculum with specialized programs including the Signature Scholars Research Program (upper school distinction), College Counseling, and diverse extracurricular offerings. Beyond academics, the school provides Athletics Programs, Arts Programs (theater and music), Falcon Swim School, Summer Camps, Student Support and Wellness services, and an Advisory Program. The school maintains library facilities with digital research resources and offers various scholarship programs for financial assistance. Accreditation is held through NAIS, SAIS, and NCAIS.

Differentiator

Problem solved

Functional benefit

Products and services

• Lower School Program Elementary division offering half-day Pre-Kindergarten programs and continuing through Grade 4, part of the Pre-K3 through Grade 12 college preparatory curriculum at The O'Neal School. Designed for young learners in the Sandhills region of North Carolina.
• Middle School Program Middle school division education program serving Grades 5–8, with an honor system, advisory program, and the Sandhills Futbol Club soccer development partnership (from 2026 academic year). Designed as the bridge between Lower and Upper School within the college preparatory experience.
• Upper School Program High school division education program for Grades 9–12 preparing students for college admission, with a 100% college acceptance rate, dedicated College Counseling services, and the Signature Scholars Research Program offering a diploma with distinction.
• Signature Scholars Research Program Two-year intensive research study program for Upper School juniors and seniors, directed by the English Department Chair, that awards graduates a diploma with distinction in research. Designed for high-achieving students preparing competitive college applications.
• College Counseling Dedicated college counseling services assisting Upper School students with college selection, application processes, and standardized test preparation. Supports the school's 100% college acceptance track record.
• Athletics Programs Competitive athletics program covering swimming, golf, basketball, volleyball, track, baseball, soccer, tennis, cross country, and cheerleading, with 80% of students participating in team sports. Includes the Falcon Club booster organization and a Hall of Fame.
• Arts Programs Visual and performing arts programming including theater productions, music, and visual arts, anchored by the Bradshaw Performing Arts Center venue on campus.
• Falcon Swim School Swimming instruction program delivered using the school's on-campus pool, available to students and the broader community as part of the school's aquatic programming.
• Summer Camps Camp programs offered during summer break for student enrichment and skill development, leveraging the school's campus facilities and faculty.
• Student Support and Wellness Support services addressing student wellbeing and academic assistance needs across Lower, Middle, and Upper School.
• Scholarship Programs for New Students Financial assistance and merit scholarship programs for incoming students, including the Bradshaw Scholarship ($6,000 annual, renewable), Holmberg Scholarship (75% of tuition), Pursuit of Excellence Award, Rising Falcon Scholarships, and Falcon Award.
• Transportation Services Optional bus transportation service for students to and from school, contracted by families through the school's transportation services program.

Named customers5 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature1 record

Partnerships

One partnership is on record.

• Sandhills Futbol ClubcoreStrategic or Co-development Partner · 24 April 2026Soccer development partnership for Middle School boys and girls soccer programs beginning 2026 academic year. Sandhills FC serves as primary soccer development provider, bringing professional coaching with age-appropriate technical skills, tactical understanding, and positive team culture. Includes shared facility use, collaborative communication, and potential for camps, clinics, and expanded programming.

Scale indicators9 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Charlotte Country Day School: Independent Pre-K through Grade 12 college prep school in Charlotte, NC. Comparable scale (~1,400 students vs. O'Neal's 465), athletics programs, and accreditation profile within the NC private school landscape.
• Cary Academy: Independent college preparatory school in Cary, NC serving grades 6-12. Direct competitor for North Carolina Triangle-region private school families with comparable athletics, college counseling, and academic profile.
• Greensboro Day School: Independent Pre-K through Grade 12 college preparatory school in Greensboro, NC. Comparable size, mission, NAIS accreditation, and athletics/arts programming for North Carolina private school families.
• Cannon School: Independent college preparatory school in Concord, NC serving Junior Kindergarten through Grade 12. Comparable scale, NAIS accreditation, athletics, and signature academic distinction programs.
• Durham Academy: Independent Pre-K through Grade 12 college preparatory school in Durham, NC. Comparable mission, NAIS/SAIS accreditation, similar 1:8-1:12 student-teacher ratios, and overlapping college placement outcomes.
• Ravenscroft School: Independent college preparatory school in Raleigh, NC serving Pre-K through Grade 12. Highly comparable structure, NAIS accreditation, athletic competition (NCISAA), and tuition model. Notably, O'Neal's new Head Basketball Coach Brad Deifer came from Ravenscroft after eight years.
• Forsyth Country Day School: Independent Pre-K through Grade 12 school in Lewisville, NC near Winston-Salem. Comparable size (~600 students), NCISAA athletics, and college preparatory mission with similar financial aid programs.
• Providence Day School: Independent college preparatory school in Charlotte, NC serving Toddler through Grade 12. Comparable tuition tier, athletic and arts programming, and consistent 100% college placement track record.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/TheONealSchool
• YouTubeyoutube.com/channel/UCMOWSiYh6k60od3o3heDC1A
• Facebookfacebook.com/ONealSchool
• Instagraminstagram.com/theonealschool

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The O'Neal School