Impetus Academy Case Consulting Competition

1. October 2020
Alfonso Torres, May Khine Moe Htet
Low-cost Market Expansion Strategies
Presentation for TTG

2. SUMMARYEXECUTIVE
Current Situation
2.25%
Numbers of students TTG
is currently tutoring in
Clarinda & Clayton South
1.5
Years
Turnover rate of
tutors
4Steps solutions
Donations Expenses
Solutions
Organisational
Restructure
Implementation
Roadmap
All expenses have been used
with no funds left for
improvements.
Improved marketing
strategies are needed
for a better reach.
Huge average rate of tutor
quality age between
subjects

3. Iterative 4-step plan to expand to different geographical locations
FUNDRAISING & SPONSORSHIP
TTG increase its funds from fundraising events
and sponsorships to support students betters.
MARKETING
Improve marketing and engagements by
investing ads in media and partnering with
student organisations,
IMPROVE TRAINING MATERIAL
Get anonymous feedback from tutors about
their needs.
Supervisor meets with team to create and
disseminate training videos to tutors.
TUTOR SUPPORT SERVICES
TTG has a database defining the languages
spoken and expertise of its tutors.
Each branch’s tutor director uses database
to help tutors learn from each other.
1 2
34
SOLUTIONEXECUTIVE SUMMARY

4. By restructuring TTG’s organisational hierarchical structure by geographic location,
TTG can tailor their tutor training videos and marketing efforts to specific locations.
This graph only shows two branches, TTG may open in several branches
CHARTORGANISATIONAL

5. The supervisor oversees the creation of training programs and the sponsorship and
activities directors are responsible for the creation of fundraising events.
Supervisor
Works with the marketing director and
tutoring director to create training
programs for their students.
Marketing Director
Works with university led organisations in
the geographical area.
Manages the social media of the tutoring
branch.
Creates graphics, videos and marketing
promotions.
Activities Director
Works with the sponsorship officer to make
fundraising events.
Tutoring Director
Updates and retrieves information to database.
Sponsorship Officer
Finds new sponsors within the geographical
location of the branch.
Works with the activities director to create
fundraising events.
DUTIESNEW

6. By getting more donations and sponsorships, TTC can improve its financial
situation and provide more for students.
In 2020, nearly 48.78% of TTG’s income donations are spent on excursions. With more directly applicable sponsors, TTG will be able to reduce
its expenses and have extra funds to spend on tutoring services.
OPPORTUNITYFUNDRAISING1
More donations
& sponsorships
Better tutoring
services

7. TTG can increase its funds by hosting fundraising events and having more donors
and sponsors.
Lemonade Stand - Inexpensive
Students and tutors can sell the affordably made delicious
lemonade, with all proceedings going towards funding
TTG.
Crafts Day - Inexpensive ~ moderate
Students and tutors can raise funds by hosting a crafts day
where they can let their creativity out and display the
pieces to the community with a small entrance fee.
Multicultural Fair - moderate
TTG can host this fundraising potential event where
students can share the richness of their cultures with
others.
Movie Night - Inexpensive ~ moderate
TTG can organise a viewing event of an
age-appropriate movie or team up with the local
cinema to get a special rate for families to attend a new
release.
Fundraising Events Sponsorship
Books
TTG can reduce textbooks expenses by having
sponsored by bookstores.
Tutoring Supplies
TTG can get sponsors and donations on tutoring
supplies to reduce general tutoring fees.
Buses
TTG can ask buses sponsorship from city
transportation and reduce transportation fees.
SOLUTIONFUNDRAISING1
Tax Deductibility
TTG can make themselves endorsed by the
Australian Taxation Office as a deductible gift
recipient and charity tax concessions for the
benefits of the donors.

8. TTG can increase the rating of the quality of tutors by recruiting more tutors who
are able to tutor in subjects other than English and Mathematics.
With the addition of tutors for LOTE, History, Science & Folio subjects, TTG will be able to increase students’ rating of the quality of tutors.
OPPORTUNITYTUTOR SUPPORT2
More science &
languages tutors
Higher rating of the
quality of tutors

9. Create a database that lists the languages spoken and expertise of tutors. These
details can be later used by tutors to expand their skills.
Despite having multiple branches, ALL Tutor directors can use one
central database. Each record includes the geographic location,
languages spoken, expertise and contact details of each tutor.
SOLUTION 1TUTOR SUPPORT2

10. TTG can improve its marketing with low-cost strategies that involve partnering
with the university-led organisations to assist in recruiting tutors.
Advertisements Partnerships
TTG can put advertisements in these student run media organisations, volunteering websites and in lecture theatres for a better
reach out towards potential tutors. TTG can also partner with these organisations for recruitment of language and science tutors.
SOLUTION 2TUTOR SUPPORT2
Source: MOJO News, Monash University, Lot’s
Wife, MSA, Seek Volunteer, Go Volunteer

11. TTG can run activities and gift rewards to its tutors. This may result to lower
tutor turnover rate.
Giftcards
Tutors can be rewarded with gift
cards occasionally for their
volunteering.
Movie Night
Networking and friendships
can blossom through tutors
on movie nights.
Certificates
Volunteer Certificate in tutoring can be
rewarded to tutors at the end of their
volunteering for their contributions.
Reference Letter
Tutoring Director can write
reference letters for tutors,
reflecting their skills for their
future employees.
SOLUTION 1TUTOR TRAINING & INCENTIVES3

12. The tutor’s feedback is used to create training videos that are tailored to their
needs. The training videos get updated on a bi-annual basis.
Feedback from tutors
The supervisor sends an online form to
tutors.
Tutors state their needs in the feedback
form and send it to their branch’s
supervisor.
Supervisor meets with marketing
and tutoring directors to create
video
The supervisor passes the business
requirements to marketing and directors.
The tutoring and marketing director create
the training videos and the supervisor
approves the final copy.
Video is distributed to Tutors
The video material gets distributed to tutors
through email.
Supervisor plans training videos
The supervisor gathers feedback and plans
the business requirements to create the
videos
SOLUTION 2TUTOR TRAINING & INCENTIVES3

13. TTG should revise their marketing strategies as a 93.3% satisfaction rate results in
only 3 new students each year.
TTG only uses word of mouth to get more students. If this
trend continues TTG will only gain 9 students after three years
OPPORTUNITYMARKETING4

14. TTG only tutors 2.25% of the entire student population in Clarinda and Clayton
South by expanding their services to different areas TTG can impact more students.
School Name # of Students
Clarinda Primary School 374
Heatherton Christian College 452
Total 836
School Name # of Students
Clayton South Primary School 118
Westall Primary School 239
Westall Secondary College 565
St Andrew's School 389
Fitra Community School 70
Total 1,381
Clarinda
Clayton South
50 students or 2.25% are taught
by TTG
Monash Caulfield
Monash Parkville
Monash Peninsula
...
TTG can expand their
services to areas where
Monash is located.
Source: DATA VIC (2020)
Source: Good Education Group (2020)
OPPORTUNITYMARKETING4

15. Students who can’t travel can avail of
Zoom Tutoring
TTG can assess opening up physical
branches if a significant number of online
students come from the same area
SOLUTIONMARKETING4
Source: Zoom,
Monash University
Online Physical Sites
Aside from opening up branches in places where Monash University is located, TTG should also offer its
services online
● More tutors are
located near
Monash.
●
● Opening up
branches in such
areas is
convenience for
students and tutors
Peninsula
Parkville
Caulfield
Clayton

16. Implementation will require TTG to go through this roadmap once every year for three years
ROADMAPIMPLEMENTATION
0
Funds
Training &
Services
Organisational
Restructure
Tutoring Director
Sponsor Director
Supervisor
Activities Director
Managing Director
Sponsorship
Events
Events
Set-up
months
3 6 9 12
Events Events Events
Videos
Database
Market
Research
Hire
Tutors
Teach
Students
Marketing Director
Training and Support Training and Support
New
Branch
Gain at least 50 new students each year
Recruit tutors Recruit tutors

17. TTG can prioritise low cost expenses (fundraising events, advertising, training videos) instead of high
cost expenses. TTG can start implementing high cost expenses if they see progress with their low
cost expenses first.
COST AND BENEFIT ANALYSISIMPLEMENTATION
Expenses Benefits
New Students (15K)
Excursions for Students
(20K)
Inexpensive Moderate Expensive
Transportation and
Supplies (<3K)
Advertisement
Fundraising Events
(<1K)
Training Videos
Fundraising donations
from fundraising events
Cost savings on
marketing for
recruitment
Attract wealthier
individuals as a larger
tutoring company

18. APPENDIX A: REFERENCE LIST
1. DATA VIC. (2020). School Locations. Retrieved from http://discover.data.vic.gov.au/dataset/school-locations-2020
2. Good Education Group. (2020). The Good Schools Guide. Retrieved from https://www.goodschools.com.au
APPENDIX B: Calculation
1. Rate of quality of tutors
2. Expenses
APPENDIX

19. APPENDIX
Appendix C: Issue Tree