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87 pages

English

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Description

If you are starting an enrichment program for kids and students, then this is the guide for you. In this handy guide, the author shares with you the tips and tricks of running an enrichment education business. Topics covered include:

- Importance of Enrichment Education
- Understanding Consumer Behaviour
- Knowing Yourself
- Pricing Your Enrichment Programme
- Location As A Success Factor
- Instructors As Stars
- Entry Strategies
- Marketing And Promoting Enrichment
- Building Service And Products

Sujets

Entrepreneuriat

Business

Economics

Entrepreneurship

Employabilité, métiers et formations

Informations

Publié par	eBookIt.com
Date de parution	21 octobre 2013
Nombre de lectures	0
EAN13	9789810777531
Langue	English

Informations légales : prix de location à la page 0,0295€. Cette information est donnée uniquement à titre indicatif conformément à la législation en vigueur.

Extrait

Success In Enrichment Education Business
Vincent A. Gabriel
Aug 2013
Published And Distributed Rank Books
ISBN 978-981-07-7753-1 Copyright © 2013 Vincent Gabriel
Typeset and Cover Design: Rank Books
All rights reserved. No part of this publication may be reproduced or copied in any form or by any means – graphic, electronic or mechanical, including photocopying, recording, taping or information retrieval systems – without written permission of the copyright holder.
Condition of Sale This book is sold subject to the condition that it shall not, by way of trade or otherwise, be lent, resold, hired out or otherwise circulated without the copyright holder’s prior consent in any form of binding or cover other than that in which it is published and without a similar condition including this condition being imposed on the subsequent purchaser.
Disclaimer The author disclaim all liability and responsibility for loss caused to any person by any act or omission to act directly or indirectly as a result of material contained in this book.
Printed in Singapore
Preface
I enjoyed my stint in Enrichment Education and I want to leave the happiness and satisfaction that I found. Success depends on:
•  Knowing yourself and what you can do.
•  Knowing the business environment in which you operate.
•  Know what the main customer (the parent) and the secondary customer (the pupil) want, in the way they want and at the prices they are prepared to pay.
About the author
Vincent A. Gabriel gravitated into the private education sector, as the natural consequence of being a teacher in government service.
Private education has made great strides in meeting the demand for skills (in the economy), achievement (in the individual) and as a rebuff to the tolerance of low standards of instruction (in other sectors). For these ideas to be made available the E-book format is used, so that universal reach can be achieved.
About the approach
My personal early model was the British system. Today it remains much admired but new customers are looking at other models.
To learn other models I have depended on friends, competitors, vendors and suppliers and now I thank them.
Enrichment Education follows the famous proverb “You never stop learning”.
May this book be one of the milestones in that journey.
Content
Preface to: nrichment Education: Success!
About the author
About the approach
Chapter 1   Importance of Enrichment Education
Chapter 2   Understanding Consumer Behaviour
Chapter 3   Knowing Yourself
Chapter 4   Pricing Your Enrichment Programme
Chapter 5   Location As A Success Factor
Chapter 6   Instructors As Stars In The Enrichment Business
Chapter 7   Entry Strategies For The Enrichment Business
Chapter 8   Marketing And Promoting Enrichment
Chapter 9   Building Service And Products
Chapter 10 Challenges In The Classroom
Chapter 11 Enrichment Education Beyond Today
CHAPTER 1
Importance of Enrichment Education
Synopsis
•  How enrichment education providers meet the needs of their customers
•  Know the four factors that serve to make an enrichment education provider distinctive
•  How enrichment education is dominated by Tutoring
Introduction
It is only through understanding your role in the life of your customer and in the society in which your customer lives that you will be able to fully realise your potential.
In a society where change is ever present, your customer needs to adapt to the drastic changes in career, ways of earning a living and lifestyle. To be able to adapt, you, the enrichment education provider, has to have the answer.
Education Enrichment: role
There is a tendency in Southeast Asia to view enrichment education as a service to be provided by the government. However some governments have limited resources and skills to provide the best education for its purpose. Private enterprise has had to step in and provide the necessary service in order for the firms, the individuals, the employees and the economies of Southeast Asian countries to rise up to the challenge of having relevant skills, up-to-date knowledge, innovative attitudes and values.
It is to meet the challenges thrust upon the private sector that this book has been written, and it is hoped that society can be made more aware that the provision of enrichment education is the responsibility of employers, employees (e.g. trade union) and far-sighted entrepreneurs.
In essence, the task of the enrichment education provider is to meet the gaps in:
a) Skills
b) Knowledge
c) Attitudes
d) Values
The best way to see these gaps is to look at the needs of a family.

Fig 1.1 The educational needs of a family
The customer (the young single person) sees that the skills provided by school and college have to be supplemented and so he/she goes for extra classes to improve his/her career prospects.
When the child is still young, the family wants the child to have a solid foundation so the child is sent to playschool to learn how to get along with other children and to learn the basics of language and counting.
For the next 15 years, the family will need enrichment education providers with courses to improve the child’s performance in school, and to enrich the child’s life (dance, music, sports).
The child’s parents will feel the impact of change and may be required to go for re-skilling courses, because the skills learnt two decades ago may have become obsolete.
Once the children leave home, the elderly couple’s needs are different. There is a demand for programmes that help them spend their golden years in a meaningful way. They may take up courses for personal interest or social reasons.
This business of education is one of the best cases of what is described as “blue ocean strategy”, simply because the enrichment education provider needs to identify one new area of interest in Singapore and provide courses that people can undertake. For example, in 2012, a growing and expanding trend in sports and games was very clear.
Hence, the enrichment education providers can be classified according to:
1. Age group/life cycle
2. Types of customer needs
3. Approaches taken
4. Degree of emphasis on certification
The enrichment education provider runs the programmes that meets the needs of the specific group catered for, and then covers education for the young and the older citizens.

Fig 1.2 Classification of enrichment education provider according to the age group/life cycle of the customer
Needs Of The Individual
When enrichment education providers sees their role as that of providing services according to the needs of the individuals, then their activities cover the areas as shown in Fig 1.3 .

Fig 1.3 Classification of enrichment education provider according to the needs of the individual
Approach Of The Enrichment Education Provider
Sometimes customers demand a more personal quality of service, as illustrated in Fig 1.4 , in which customers may want tuition or to learn skills through the Internet.

Fig 1.4 Classification of enrichment education provider according to the approach taken
Classification According To Certification Awarded
The history of some countries of Southeast Asia (e.g. Singapore associated with the British ‘O’ Levels) and the internationalization of education (e.g. the use of the SAT for entry into American universities) has led to enrichment education providers running programmes to meet the specific needs for certification status by their customers, as shown in Fig 1.5 (Refer to the next page)

Fig 1.5 Classification of enrichment education provider according to the Certification status award

CASE STUDY 1.1
In a survey conducted by SPH Marketing, Planning and Development Research Unit it was found that 43% of primary school pupils and 30% of secondary school pupils have extra lessons.
Parents spend an average of $134 a month on tuition for a primary school and $165 a month for a secondary pupil. One parent described tuition for her children as “absolutely essential”.
An expatriate parent, who finds quality education in Singapore value for money, said, “even with all the extras such as private tuition … it will amount to only a fraction of what I will have to spend to get quality education back home.”
In 2002, the Education Workgroup of the Economic Review Committee (ERC) saw potential for Singapore to push the enrichment education segment further.
They estimate that the enrichment education sector can grow to 3.0 to 5.0 per cent of the GDP by 2012 from the 1.9 per cent of the GDP or $3.0 billion it currently contributes.
How enrichment education in Singapore is dominated by tutoring
Introduction
Parents see that the success of their children in school is vital for their well being and this fact has dominated enrichment education but from the ground covered in this book you know that there are any facets to enrichment education.
In Singapore, currently, success means one or all of the following:
•  ability to join the academically good classes of pupils
•  being selected, through the Primary School Leaving Examination (PSLE), into the Integrated Programme (IP)
•  being selected to join the “Gifted Programme”
•  achieving good grades in the school subjects
To help parents achieve this, “success in the enrichment education business” has grown up.
This business is at its micro-level called tutoring. The diagram below defines the various activities related to the business described in this book.

Fig 1.6 Activities related to enrichment education
In this section our focus is only on Tutoring in Fig 1.6 but we shall include coaching for sports and the hobbies and social activities and we shall collectively call these enrichment education.
Enrichment education has grown up to be a $400 million dollar a year business activity. Much of this activity is still private for the following reasons:
• Tutors are not required to have any proven formal qual