Assessing the potential retention of newly recruited students especially those of the private colleges is important since the students may decide to leave for other colleges or universities at the beginning semester. This study is to evaluate the potential retention of college students newly recruited by a college. This research surveyed 112 new students of STIE Perbanas Surabaya. The sampling was convenient sampling technique. The questionnaire was mostly filled up by the students from out of East Java especially out of Java Island. It was analyzed using descriptive statistic, Excel of Microsoft 2007. The results showed that a) 100% of students are willing to make positive word-of-mouth advertising; b) 96.1% showed that they often talked about positiveness of their college; c) 93.5% showed that they often heard from other students on the positiveness of their college; d) 93.1% students are willing to help in promotion activities; 83.7% showed that they were happy in studying in the college. This internal survey is a strategic business analysis since the result of the research is a substance that should strategically be analyzed for the top management consideration in issuing policies for the college sustainability.