Long Bay Primary
Long Bay Primary School is a state primary school in the Long Bay suburb of Auckland, New Zealand, delivering Years 1–6 inquiry-based education to in-zone families under the New Zealand Curriculum. Revenue is funded by government grants and supplemented by voluntary parental donations, activity fees, and lunch/payment commissions via myKindo/Ezlunch.
- Company typePrivate
- Founded-
- HeadquartersAuckland, New Zealand
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Long Bay Primary does
Long Bay Primary School is a state primary school located at 23 Ralph Eagles Place in the Long Bay suburb of Auckland, New Zealand, delivering the New Zealand Curriculum to students from Year 1 to Year 6 under the vision "Explore the Depths, Navigate the Waves." The school is governed by a Board of Trustees with five parent representatives, one staff representative, and the Principal (Robert Hutton, Tumuaki), and it operates as a public educational institution rather than a privately-owned enterprise. Its core offering is inquiry-based primary education supplemented by a broad extracurricular programme including sports (basketball, netball, hockey, touch rugby, rippa rugby, splash polo), private music tuition (piano, guitar, drums, violin, flute, saxophone, clarinet), choir, kapa haka, enviro group, school productions, the Festival of Arts, and annual camps at Kiwanis Lodge Huia (Year 5) and Camp Bentzon Kawau Island (Year 6).
The school's underlying technology stack is entirely third-party and administrative rather than proprietary: Hero by Linc-Ed serves as the student management system (SMS), parent communication platform, absence management tool, and online enrolment application portal; Accessit Library provides the digital library catalogue, e-books, and databases; myKindo/Ezlunch handles payments, activity requests, and lunch ordering (GoDeli on Wednesdays, Pita Pit on Thursdays); and OfficeMax MySchool supports stationery purchasing with reward earn-back. The school also runs a structured cohort entry system with two entry points per term and accepts a limited number of international students (minimum one term, must reside with parents).
The business model is that of a publicly funded state school supplemented by voluntary parental contributions. Revenue streams consist of voluntary school donations (NZD $195 per year for the eldest or only child, NZD $125 for each additional child), an NZD $100 per-child activity donation, unit-priced fees for camps and programmes (Year 6 Camp Bentzon ~NZD $450, Year 5 Kiwanis ~NZD $180, swimming NZD $95–$150, Waterwise ~NZD $100), Kelly Club before/after-school care (separately booked), and lunch-order commissions via myKindo/Ezlunch. Donations are tax-credit-eligible through the Inland Revenue Department. Go-to-market is effectively community-led and zone-restricted: enrolment is prioritised for in-zone families via an online application through the Linc-Ed platform, with the Enrolments Officer arranging in-person visits and tours; out-of-zone enrolments are not currently accepted, and the school's growth in the international segment is explicitly limited in scale.
Long Bay Primary firmographics
Firmographics- Name
- Long Bay Primary
- Legal name
- Long Bay Primary School
- Website
- https://longbayprimary.ac.nz
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Long Bay Primary School is a state primary school in the Long Bay suburb of Auckland, New Zealand, delivering Years 1–6 inquiry-based education to in-zone families under the New Zealand Curriculum. Revenue is funded by government grants and supplemented by voluntary parental donations, activity fees, and lunch/payment commissions via myKindo/Ezlunch.
- Ownership category
- akta.pro rank
Long Bay Primary industry classification
Industry- Product category
- Primary Education
- NAICS
- Elementary and Secondary Schools (6111), Elementary and Secondary Schools (611110)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Public Elementary Schools (EDAJAAAB)
Keywords
Where Long Bay Primary is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Long Bay Primary business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- School Donations: Voluntary school donations used to provide additional learning resources such as elearning devices, additional sports equipment, science materials, library books, and other educational supplies. Families may be able to claim an income tax credit from the Inland Revenue Department for donations made.
- Activity Fees: Activity request fees covering class trips, activities, school-wide activities, performances, swimming lessons, school camps, Waterwise program, and specialist group activities.
- School Lunch Orders: Revenue from lunch ordering through Ezlunch and myKindo platform, including GoDeli on Wednesdays and Pita Pit on Thursdays.
- Before and After School Care: Kelly Club Long Bay provides before school care from 7am and after school care until 6pm, with separate booking and payment arrangements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | School Donation - eldest or only child |
| Other | Annual | School Donation - additional children |
| Other | Annual | School Activity Donation |
| Unit Pricing | One time/ perpetual license | Year 6 Camp - Camp Bentzon Kawau Island |
| Unit Pricing | One time/ perpetual license | Year 5 Camp - Camp Huia Kiwanis Lodge |
| Unit Pricing | One time/ perpetual license | Swimming Year 1 to 5 |
| Unit Pricing | One time/ perpetual license | Waterwise Year 6 |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Long Bay Primary product offering
Product offeringCore offering
Long Bay Primary School is a state primary school providing Year 1–6 education under the New Zealand Curriculum, with an inquiry-based learning approach, an extensive extracurricular programme, annual school camps, Waterwise sailing at Waiake Beach, music tuition, kapa haka and choir, and a limited international student programme. Delivery is supported by digital platforms (Hero/Linc-Ed for student management and parent communication, Accessit Library for library resources, and myKindo/Ezlunch for payments and lunch ordering). The school is funded primarily through government schooling funding supplemented by voluntary family donations and activity-based fees.
Product overview
Long Bay Primary is a state primary school in Auckland, New Zealand providing education for students from Year 1 to Year 6. The school operates as a single educational institution without a platform-plus-modules product architecture. Core educational offerings include the New Zealand Curriculum with inquiry-based learning approaches, extracurricular activities (sports, music tuition, choir, kapa haka, school orchestra), international student programs, and annual school camps. The school utilizes various third-party educational technology platforms for operational functions including Hero (student management and reporting), Accessit Library (library management), myKindo (payments and school shop), Ezlunch (lunch ordering), and OfficeMax MySchool (stationery), but these are administrative tools rather than distinct product offerings under the school's brand.
Differentiator
Problem solved
Functional benefit
Products and services
- New Zealand Curriculum Primary Education (Years 1–6) Core primary education programme for children aged 5–11 (Years 1 to Year 6) delivered under the New Zealand Curriculum with an inquiry-based learning approach, delivered on site at 23 Ralph Eagles Place, Long Bay, Auckland, and open to in-zone families with limited international places.
- International Student Programme Short-term primary school placement for international students from Year 1 to Year 6 with a minimum one-term (9–11 weeks) commitment; students must reside with their parents during the placement and places are limited.
- Annual School Camp Programme (Year 5 and Year 6) Annual school camp experiences for students, with the Year 5 camp at Kiwanis Lodge Huia (approximately $180 per student, 2 nights with cabin and tent accommodation) and the Year 6 camp at Camp Bentzon Kawau Island (approximately $450 per student, 4 nights/5 days of sailing, fishing, kayaking and swimming), scheduled as part of the school's outdoor education provision.
- Waterwise Sailing Programme (Year 6) Term 1 sailing, kayaking, beach safety and deep-water confidence programme delivered at Waiake Beach for Year 6 students, approximately $100 per student.
- Swimming Programme (Years 1 to 5) School swimming sessions delivered at Northern Arena Swim School in Silverdale during Terms 1 and 2, priced between $95 and $150 per child.
- In-School Private Music Tuition Private instrumental music tuition delivered on site during school hours by Carolyn Thompson (piano, keyboard, recorder), Nick Morgan (guitar, drums), Celina Reyes (violin), and Bronwyn Patterson (flute, saxophone, clarinet), paid directly by parents as an additional fee.
- Extrurricular Sports, Choir, Kapa Haka and Enviro Group School extracurricular activities including team sports (basketball, netball, hockey, touch rugby, rippa rugby, splash polo), choir, kapa haka, enviro group (Kaitiaki Kakariki), school productions, and the Festival of Arts.
- Kelly Club Before and After School Care Before-school care from 7:00am and after-school care until 6:00pm provided by Kelly Club Long Bay, booked and paid for separately by parents through the Kelly Club platform.
Quantifiable outcome
- $20,000 raised through Mud Fun Run event for school path construction
- +1 more outcomes
Companies that use Long Bay Primary
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Long Bay Primary technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Long Bay Primary partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered minor and core.
- Restore Hibiscus and BaysminorCommunity environmental organization partnered with Long Bay Primary's Kaitiaki Kakariki student group for environmental restoration work including pest eradication and tree planting on school grounds.
- Kelly Club Long BayminorBefore and after school care provider offering care from 7am before school and until 6pm after school. Separate booking and payment arrangements required.
- OfficeMax (MySchool Program)minorStationery supplier partnered with school through MySchool program. Required stationery for each class is preloaded on myschool.co.nz for easy purchase. School earns rewards from purchases that can be redeemed for educational supplies or equipment.
- Ezlunch / myKindocoreOnline payment and lunch ordering platform. Used for school donations, activity payments, camp fees, sports registration, and lunch orders (GoDeli on Wednesdays, Pita Pit on Thursdays). The platform is open 24/7.
- GoDeliminorSchool lunch provider offering lunches on Wednesdays, ordered through Ezlunch/myKindo platform.
- Pita PitminorSchool lunch provider offering lunches on Thursdays, ordered through Ezlunch/myKindo platform.
- Linc-Ed (Hero Platform)coreProvides Hero student management system used as SMS, parent communication platform, progress reporting, and absence management. Also powers the online enrolment application system.
- Accessit LibrarycoreDigital library management system providing students and staff access to library catalog, databases, e-books, and online educational resources.
- NZ UniformsminorOfficial uniform supplier for Long Bay Primary School. Parents can order directly from NZ Uniforms website. Second-hand uniform items also available for purchase at school office.
- Auckland Regional Dental ServiceminorProvides free dental services to all pre-school, primary and intermediate school children. Dental Therapists visit school annually to check students' teeth.
- Hellers, Nestlé, New World Long BayminorCommunity sponsors for Mud Fun Run event who provided sausages, milk, bread and Milo to warm up students after the event.
- Music Tutors (Carolyn Thompson, Nick Morgan, Celina Reyes, Bronwyn Patterson)minorPrivate music tutors who run lessons at the school during school hours providing instruction in piano, keyboard, recorder, guitar, drums, violin, flute, saxophone, clarinet for an additional fee paid by parents.
- Kiwanis Lodge HuiaminorYear 5 camp location providing outdoor education experience with cabin and tent accommodation in Huia area.
- Camp Bentzon Kawau IslandminorYear 6 camp location on Kawau Island in the Hauraki Gulf, offering 4 night 5 day experience with sailing, fishing, kayaking and swimming activities.
- Long Bay CollegeminorNearby secondary school located close to Long Bay Primary School in the same cul-de-sac area.
- Waiake Beach (Waterwise Program)minorBeach location used for Waterwise program where Year 6 students learn sailing, kayaking, and water safety skills.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Long Bay Primary competitors and assessment
Company assessmentBroad incumbents
- Westlake Boys High School: Large Auckland state secondary school in the same North Shore catchment corridor. Not a direct primary competitor but a relevant comparator for community engagement, parent participation, and extracurricular programme structure in the area.
Direct peers
- Pinehill School: Auckland North Shore state primary school (Years 1-6) with a comparable community-led enrolment approach, integrated digital platform use, and similar extracurricular programme breadth including international student intake.
- Albany School: Auckland primary school in the same North Shore growth corridor as Long Bay. Comparable size, demographic profile, and reliance on zone-restricted enrolment, with overlapping extracurricular offerings.
- Epsom Normal Primary School: Auckland state primary school with established international student intake and a long-standing reputation, comparable to Long Bay's combination of inquiry-based learning, extracurricular depth, and international student programme.
- Browns Bay School: Auckland state primary school serving Years 1-6 in a North Shore suburb near Long Bay. Directly comparable as a zone-based NZ state primary with similar curriculum, parent engagement model, and extracurricular scope.
- Campbells Bay School: Auckland East Coast Bays primary school comparable to Long Bay in scale, demographics, and programme offerings, including camps, music, and sports. Directly competes for in-zone families in the same geographic corridor.
- Mairangi Bay School: Neighbouring East Coast Bays primary school with a similar zone-based intake and comparable programme structure (sports, music, camps). Strong direct peer for parent choice within the Long Bay catchment.
Regional players
- Takapuna Normal Intermediate: Auckland intermediate school feeding into the same East Coast Bays secondary pathway as Long Bay. Adjacent in the funnel and comparable in operating model (state, NZ Curriculum, parent governance), though serving Years 7-8 rather than primary years.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Long Bay Primary social profiles
Digital presenceLong Bay Primary financial estimates
Financial estimateRevenue estimate
Valuation estimate
Long Bay Primary leadership team
Management profileNumber of profiles
Profiles7 records
Long Bay Primary funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Long Bay Primary M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Long Bay Primary
What does Long Bay Primary do?
Long Bay Primary School is a state primary school providing Year 1–6 education under the New Zealand Curriculum, with an inquiry-based learning approach, an extensive extracurricular programme, annual school camps, Waterwise sailing at Waiake Beach, music tuition, kapa haka and choir, and a limited international student programme. Delivery is supported by digital platforms (Hero/Linc-Ed for student management and parent communication, Accessit Library for library resources, and myKindo/Ezlunch for payments and lunch ordering). The school is funded primarily through government schooling funding supplemented by voluntary family donations and activity-based fees.
Is Long Bay Primary a public or private company?
Long Bay Primary is a private company. It is classified as state government owned and is currently operating.
When was Long Bay Primary founded?
Long Bay Primary was founded in -1. It employs 11 to 50 people.
Where is Long Bay Primary based?
Long Bay Primary is headquartered in Auckland, New Zealand, in the Oceania region.
How does Long Bay Primary make money?
Four revenue lines are on record. School Donations are the primary driver. The others are activity Fees, school Lunch Orders and before and After School Care.
Who are Long Bay Primary's main competitors?
Westlake Boys High School is listed as a broad incumbent. Direct peers are Pinehill School, Albany School, Epsom Normal Primary School, Browns Bay School, Campbells Bay School and Mairangi Bay School. Takapuna Normal Intermediate is listed as a regional player.
Does Long Bay Primary have an API?
No public API is recorded for Long Bay Primary.
What industry is Long Bay Primary in?
Long Bay Primary's product category is Primary Education. Its primary akta.pro industry code is EDAJAAAB, Public Elementary Schools. Its NAICS code is 6111 and its SIC code is 8200.