MKTG520 Pro Seed Digital Learning
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ProSeed was established in Egypt in 2009 to provide end-to-end digital learning solutions for K-12 schools. It offers consulting services, educational content and licensing, infrastructure upgrades, and technical support. Its mission is to equip students with 21st century skills through 1:1 computing solutions. ProSeed aims to launch pilot projects in its first year, acquire 20% market share in three years, and achieve profitability by year three. It will target public, private, and international schools across Egypt.
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MKTG520 Pro Seed Digital Learning
- 1. ProSeed Making every child matter ... OVERVIEW
- 2. “…the internet and education are the two great equalizers in life, leveling the playing field for people, companies and countries worldwide.” President Nelson Mandela
- 3. According to former US Secretary of Education Richard Riley…
- 8. ProSeed was established, to actively support the PROgressive Development of SEEDgenerationswith its End-to-End Digital Learning Solutions.
- 10. Build market demand to break-even within 3yrs
- 11. Differentiate PROSEED from non-specialized ICT companies & offerings
- 13. Company Background Start-up LLC with 1.25MLE Seed Capital Headquarters in Cairo, Egypt Founded 2009
- 14. Company Offerings K-12 Digital Learning Consultancy Services Educational Content Aggregation & Licensing Provisioning End-to-End Digital Learning Solutions Upgrading School Infrastructures to Support ProSeed’s Solutions Orientation Sessions & Training System Maintenance & Technical Support
- 15. Mission Provide 1:1 Digital Learning Solutions that are energy-efficient child-safe, and that seamlessly incorporate the 4 Cs of Digital Learning - communication, collaboration, creativity, and community - to K-12 schools in Egypt in a modular and scalable manner under the expertise of our pedagogy and technology professionals, thus ensuring a high return-on-value for our customers and effectively arming seed generationswith the appropriate skill sets for the 21st century digital society and workplace.
- 17. One Project will be in a rural areaAcquire 20% Market Share in 3 Years Achieve Break-Even by 3rd Year
- 18. Core Competency Team of pedagogy and technology professionals with broad experience
- 19. Core Competency Ability to quickly tailor and bundle different educational building blocks in a modular and scalable manner
- 20. Core Competency Flexible business models to meet our clients’ changing needs and budgets
- 22. Environmental Scanning 1- Population Growth & Age Mix 2- Educational Groups 3- Government & NGOs 4- Digital Learning World Market 5- Digital Divide in Egypt
- 23. Digital Divide in Egypt By Geographic Location By Gender By Income Level By Education Level By Age Groups (2009) Household Expenditure on ICT by Income Distribution Internet Usage by Urban & Rural Distribution Household Internet Access Modes Patterns of ICT usage of disabled persons Jan. 2009
- 24. Environmental Scanning cont’d … 6- K-12 Educational Sector 7- K-12 ICT Capacity 8- Economic Environment 9- Natural Environment 10- Child Online Protection Initiatives
- 26. Survey Results 1- Have you heard about Digital learning or 1:1 learning before? 2- Do you think Digital Learning is useful? 3- Would Digital Learning be a factor in your school choice? 4- Does your children current computer at school inside the class? 5- If your current children’s school is not computer equipped (inside the classroom), would you move them to another school that have this advantage? 6- Will you accept to pay considerable extra amount of money for applying Digital Learning to the classrooms of your children?
- 28. Entry Power of Suppliers Power of Buyers No large sunk costs No government constraints Lower quality of service Epidemic effect No other complete soln. Educational software/content Integration services Veblen effect Educational software Durability Laptop for every child (gov. program) NetBooks (AssusEee PC) OLPC (gov. program) PC for every child (gov. program) High switching costs Reputation Rank & order & stock Educational software High switching costs Suppliers other than Intel Cheaper solutions Market Brand affiliation ICT deregulation Substitutes & Complements Industry Rivalry
- 30. Egypt First Region Next SEGMENTATION
- 31. Egypt 15.5 Million Students One of the Largest in the World Public Schools Private Schools International Schools
- 32. Schools
- 33. Public Schools Huge Segment 92% Weak Budget Weak Parent’s Influence Weak Awareness NGOs & Funding Agencies
- 34. High End Private Schools Smallest Segment 1% (E) High Budget High Parent’s Influence High Awareness Direct Targeting Mainly Cairo
- 35. Mid-Low End Private Schools 7% (E) Mid/Low Budget Average Parent’s Influence Average Awareness Will not be Targeted
- 37. Positioning & Differentiation The Leader in 1:1 Digital Learning
- 38. Positioning & Differentiation Partners Trusted Advisors
- 39. Positioning & Differentiation End to End Fully Integrated Solutions Software Hardware Infrastructure Content
- 40. Positioning & Differentiation Not Just IT A Team of Experts Pedagogy Consultants
- 41. Positioning & Differentiation Safe for Children Content Filtering Safe Browsing Specially Designed Hardware
- 42. product
- 43. We offer complete solutionfor education
- 44. Company Offerings K-12 Digital Learning Consultancy Services Educational Content Aggregation & Licensing Provisioning End-to-End Digital Learning Solutions Upgrading School Infrastructures to Support ProSeed’s Solutions Orientation Sessions & Training System Maintenance & Technical Support
- 45. System Diagram Charging Solution Technical Training Teacher Training Maintenance & Support Peripherals Assessment
- 46. Pricing Strategies / Business Models
- 47. Cost Plus Upfront Payment of All Equipment & Licenses School owns all Equipment School pays annual operation and maintenance fees (First year is mandatory) Offerings are modular for quick pricing Special prices for the first school to attract educational leaders
- 49. Easier to add as running costs on tuition fees
- 50. All equipment is owned by ProSeed
- 51. Professional Services are optional
- 53. Place and Distribution The distribution policy will focus on three main channels Leveraging partners reach Direct sales channel Working with NGOs
- 54. Awareness & branding Markets are Conversations, Silence is Fatal
- 55. REACH & IMPACT
- 56. Customer’s Ecosystem Proseed brand Customers Suppliers Government Funding Parties Influencing Parties
- 58. Conventional Marketing Big IDEAS Big Bang Launch Big Budgets
- 59. unConventionalMarketing Micro STRATEGIES Big Insights rapid iterations
- 61. Marketing Collateral Corporate BROCHURES Promotional Material: Leaflets, Digital Media, Giveaways Case studies
- 62. Joint Marketing Events Road Shows Digital Learning Forums & Events Presence @ School Fairs Tradeshows Workshops @ Schools
- 63. Direct Sales & Demo Kits
- 64. Pilot Program (shared cost)
- 66. Online Channels Local marketing Targeted Campaigns Portals Sales Contextual Social Media Advertising
- 67. Digital Learning Awareness The Mobile Channel SMS Digital Learning Tips Vodafone Mobile & Web Portal Viral teaserContent
- 68. Digital Learning Awareness The Radio Channel Talk shows (vodafone sponsored) Interactive SMS Campaign
- 70. Create the Hype
- 71. Implementation plan, Evaluation & Control
- 72. Marketing Objectives & Action Plan Partner with Laptop supplier Start hunting for key public figures Hire NGOs liaison officer Create workshops and/or a forum for NGOs Secure a market leader as a customer Partner with infrastructure provider After Q1 Year End Now! Brand affiliation and key competitive advantage Stimulate demand Engage NGOs for public schools reach Start the trend Influence decision making National reach, reliability, responding to expansion
- 74. Online Surveys
- 75. Written feedback after job reports
- 77. Organizational Performance Management System:
- 78. KPIs
- 79. Quarterly Review
- 80. End of year evaluation
- 81. Audits / Self Assessments
- 82. Incident triggered reporting
- 83. Benchmarking
- 84. Suggestions Program“Measure with a micrometer, mark with a crayon, and cut with a chainsaw”Author Unknown
- 85. Track Responses & Measurement
- 86. Thank You Questions ... OVERVIEW
Notes de l'éditeur
- ProSeed was established, to actively support the PROgressive Development of SEEDgenerationswith its End-to-End Digital Learning Solutions.
- Education in Egypt is highly regulated and centralized.The Ministry of Education (MoE) administers and controls public schools, oversees and regulates private schools, as well as approves changes in pedagogy and curriculum.Furthermore, the pedagogical mindset wrongly perceives computing and technology as a luxury and not as an integral part of the learning process.At most, IT & Computer Skills are introduced as a school subject.Bridging the Digital Divide remains a challenge in Egypt, and as a result digital learning has yet to take its expected course.Even though there have been a few ICT school infrastructure implementations by Technology and Service Providers, none have addressed the core issues from a specialized educational perspective at a macro and micro level.In light of such challenges and opportunities, ProSeed needs to design and implement a marketing strategy that would create awareness of the value of digital learning,build the necessary market demand for the company to break-even within three years,differentiate the company from existing non-specialized ICT companies and their respective offerings,and position the company in the mindset of its stakeholders as a trusted partner and the leading provider of 1:1 educational solutions.
- People in the 21st century live in a technology and media-suffused environment. To be effective in the 21st century, they must be able to exhibit a range of functional and critical thinking skills related to information, media and technology. There remains, however, a profound gap in Egypt between the knowledge and skills most students learn in school and the knowledge and skills they need in typical 21st century communities and workplaces. Education that prepares students for learning in this complex, digital society will be more meaningful to students and, ultimately, more effective in preparing them for the future. A powerful vision of public education is critical for closing the gap between how students live and how they learn in school. Students who have access to technology outside of school will find schools without access to and integration of technology into their coursework to be antiquated and irrelevant to their world. Students without this access at school or at home may find themselves on the periphery of 21st century society and workplace. For this reason, ProSeed was conceived, to actively support the PROgressive Development of SEED generations with its End-to-End Digital Learning Solutions.
- Consultancy in K-12 Digital Learning Implementation & AdoptionEducational Content Aggregation & LicensingProvisioning End-to-End Digital Learning SolutionsE-Learning Software, Security & Child Content Filtering, Classmate PCs, Hardware, Systems & Network InfrastructureUpgrading School Infrastructures to Leverage ProSeed’s SolutionsTeacher Orientation Sessions & TrainingSystem Maintenance & Technical Support
- ProSeed’s mission is to provide 1:1 Digital Learning Solutionsthat are child-safe, energy-efficientand that seamlessly incorporate the 4 Cs of Digital Learning - communication, collaboration, creativity, and community – to K-12 schools in Egyptin a modular and scalable mannerunder the expertise of our pedagogy and technology professionals,thus ensuring a high return-on-value for our customersand effectively arming seed generations with the appropriate skill sets for the 21st century digital society and workplace.The concept of the Value of Investment (VOI), takes into account both ROI factors (including staff productivity) and qualitative factors in comparing the relative value of proposed technology projects. These factors can include:• Operational Efficiency – effect on TCO, including indirect labor costs• Project Risk – Probability of the project meeting educational or financial expectations• Educational Fit – The relationship between curriculum and technology• Technology Emphasis – Alignment with the school’s objectives• Equity – helping to provide equal access to learning for all• Time on task, absenteeism, standardized testing, graduation and college entry percentages• User Satisfaction and Staff Retention• Teacher Proficiency• Impact - percent of total population affected• Scalability – fit with district long range plan• Providing 21st Century Skills• Solution Quality and Vendor Support
- one of them in a rural area, Launch 2 Pilot Projects within the 1st YearIn partnership with our Stakeholders (NGOs, NPOs, MoE)One Project will be in a rural areaAcquire 20% Market Share in 3 YearsAchieve Break-Even by 3rd YearEstablish our brand as the leading provider of 1:1 Digital Learning Solutions that are Child-Safe and Energy-Efficient within 5 Years
- First EgyptLater Region require local references as a prerequisite as a startup company will not be able to cover both local and regional markets
- Governmental Schools, Experimental Schools and Azhar Governmental SchoolsThe government, represented by MOE, spends on Education about 15% of the total government expenditure which is about US $6.7B20% of budget goes to books, training and education facilities It is estimated that the student share is less than 100 EGP per year.Weak awareness of parents and teachersNGOs: UNDP – USAID - EUNGO’s have pedagogy experts and high awarenessMostly located in Cairo but schools are al over Egypt
- Consultancy in K-12 Digital Learning Implementation & AdoptionEducational Content Aggregation & LicensingProvisioning End-to-End Digital Learning SolutionsE-Learning Software, Security & Child Content Filtering, Classmate PCs, Hardware, Systems & Network InfrastructureUpgrading School Infrastructures to Leverage ProSeed’s SolutionsTeacher Orientation Sessions & TrainingSystem Maintenance & Technical Support
- A c t iv is t s , a n im a l lo v e r s , e d u c a t o r s , p a r e n t s ,m o m s , d a d s , p o lit ic o s , t h e f a it h f u l, s h o p p e r s ,t r a v e le r s , s p o r t s f a n s , m a r k e t e r s , d e m o c r a t s ,e n v ir o n m e n t a lis t s , f o o d ie s , g r e e n s , L o s A n g e lin o s ,N e w Y o r k e r s , c o lle g e g r a d s , P e n n s y lv a n ia n s ,e t c …
- CustomersSchools (represented by the administrators)Students (represented by parents)SuppliersHardware suppliersSupport and services suppliersCall center supplierContent providers (eLabs)GovernmentMinistry of Education (MoE)Ministry of Communication and Information Technology (MCIT)Funding PartiesNGOs & NPOsCSR Programs (Telcos, Multi-National Companies, etc.)Government Aids (USAID, Gulf Countries, etc.)Influencing PartiesEducation facultiesTeachers training centers
- Social Media is experiencing fragmentationThere are multiple networks in which UGC can be shared, distributed and disseminatedA ripple is formed each time content is distributedMay small ripples can lead to larger ones.Botha have value.Larger ripples are fewer in number but greater in reach.Smaller ripples can be greater in number but more targeted.