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Growing or Enhancing Your Program Based on Sound Development Decisions

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If you are a program administrator, director, or teacher tasked with building enrollment or developing new programs or partnerships, deciding what to do and how to proceeed can be challenging. Slides from this workshop introduce five tools you can use to identify program possibilities, make smart choices, and develop effective proposals. Accompanying handout available at www.joemcveigh.org/resources

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Growing or Enhancing Your Program Based on Sound Development Decisions

  1. 1. Growing or Enhancing Your Program Based on Sound Development Decisions Bruce Rindler JoeMcVeigh March 24, 2017 TESOL, Seattle
  2. 2. Getting started • Who are you? • What issues have you had in planning program direction? • What is your role? • What would you like to get out of this workshop?
  3. 3. How NOT to make program choices • Let’s do it because they do it. • That sounds cool, let’s do it. • Harry thinks it’s a good idea. • I love Spain, let’s do something with them.
  4. 4. Overview of the program planning process • What’s going on around you? • What is your profile? • How can you choose from possible opportunities? • How can you evaluate a particular opportunity? • How do you get support, funding, or permission?
  5. 5. Challenges To rational decision- making
  6. 6. Confirmation bias Confirmation bias
  7. 7. Confirmation bias Confirmation bias You are much more likely to believe what you are already predisposed to believe -- where do you get your news?
  8. 8. The anchoring effect
  9. 9. The anchoring effect • We base our expectations on what we are familiar with. • This means that we often don’t consider possibilities that might be outside our experience. –Temperature –Program size
  10. 10. The availability heuristicThe availability heuristic
  11. 11. The availability heuristicThe availability heuristic There are things all around you that you don’t notice. Until you do. Then they are everywhere !
  12. 12. The myth of introspectionThe myth of introspection
  13. 13. The myth of introspectionThe myth of introspection We think we make decisions by careful analysis. But in fact we often choose based on emotion and “gut feeling.”
  14. 14. Tool 1 – What is going on around you? Environmental Data Trends Political Economic Social Technological Educational (STEEP)
  15. 15. Tool # 1 PEST Activity – Directions 1. Review the definitions of the four domains 2. Identify which domain each factor falls under 3. Consider how this factor can affect the organization …positive “+” or negative “-”
  16. 16. Tool # 1 PEST Activity – Institutional Contexts 1. A private Language School in New York City 2. A university based Foundation Year Program in Saudi Arabia 3. Your program/organization
  17. 17. Tool # 2 What is your profile ?
  18. 18. SWOT Analysis • Strengths • Weaknesses • Opportunities • Threats
  19. 19. Strengths Students Resources Location Faculty Programming Leadership Curriculum Quality
  20. 20. Weaknesses Students Resources Location Faculty Programming Leadership Curriculum Quality I
  21. 21. Tool # 2 - Activity What is your profile ? Identify a category (S,W,O or T) for the items in each section – Choose the best answer
  22. 22. IEP SWOT Analysis Example 1. Lack of faculty consensus on assessment framework 2. Latin American student market growing dramatically 3. Faculty have strong credentials 4. Lack of diversity of student population in program 5. New LMS emulates classroom experience on-line 6. Program has a full-time academic advisor on staff 7. Immigration crackdown is causing delays in issuing visas 8. UK/Australia cutting back on student visas
  23. 23. IEP SWOT Analysis Example Answers 1. Lack of faculty consensus on assessment framework (W) 2. Latin American student market growing dramatically (O) 3. Faculty have strong credentials (S) 4. Lack of diversity of student population in program (W) 5. New LMS emulates classroom experience on-line (T) 6. Program has a full-time academic advisor on staff (S) 7. Immigration crackdown causing delays in issuing visas (T) 8. UK/Australia cutting back on student visas (O/T)
  24. 24. Adult ESL SWOT Analysis 1. Budget crisis looming from funding agency 2. Curricular materials were created … 3. Faculty are loyal to the mission of the program 4. Immigrants from Syria are moving into … 5. Local church groups have formed a coalition … 6. New state law requires English competence … 7. Program director planning to review . . . 8. Space constraints require compromise ….
  25. 25. Adult ESL SWOT Analysis Answers 1. Budget crisis looming from funding agency (T) 2. Curricular materials were created … (W) 3. Faculty are loyal to the mission of the program (S) 4. Immigrants from Syria are moving into … (O) 5. Local church groups have formed a coalition … (O/T) 6. New state law requires English competence … (O) 7. Program director planning to review . . . (S) 8. Space constraints require compromise …. (W)
  26. 26. Tool # 2 - Activity What is your profile ? Using the template, Identify a couple of examples in each quadrant (SWOT) for your current organization, or one you have worked in or have attended.
  27. 27. Tool # 3 – How can we choose from possible directions? The Ansoff Matrix
  28. 28. How can we choose from different possible directions? The Ansoff Matrix Existing Products New Products Existing Markets Market Penetration Product Development New Markets Market Development Diversification
  29. 29. Ansoff Matrix - Market Penetration • More of the same – but improve • Keep, defend, nurture current programs and clients • Proposals or new initiatives might include: –Enhance quality, services –Add new resources, buildings or staff –Renovate curriculum
  30. 30. Ansoff Matrix - New Product Development • Same population • Examples of “new products” might include: – Add a foundation year program (IEP) – Add English for medical assistants class (AEC) – Create a business communications class (EFL)
  31. 31. Ansoff Matrix - New Markets • Same service and products • Examples of “New Markets” might include – Nearby institutions without ESL programs (IEP) – Students from Turkey (IEP) – Parents of K-12 ELLs (AEC) – Hotel chain to train workers (EFL)
  32. 32. Ansoff Matrix - Diversification • More challenging!! –New market and new product • When the current model isn’t working • Examples might include: – Develop a part-time evening program (IEP) – Offer driver’s ed classes (AEC) – Offer Spanish for new immigrants (EFL/Spain)
  33. 33. Tool # 3 – How can we choose from possible directions? The Ansoff Matrix Activity
  34. 34. Tool 3 Ansoff Matrix – Activity Choose your program, or one of the following samples: 1. Private Language School in Shanghai (EFL) Specializes in TOEFL prep classes 2. US based IEP Provides EAP and study skills to incoming students 3. Adult Education Center in Seattle Provides English classes and job skills training to the immigrant population
  35. 35. Sure, we can do that!!
  36. 36. Looking at the “O” in SWOT
  37. 37. Tool 4 – How can we evaluate a particular opportunity [evaluation photo slide] Tool 4 – How can we evaluate a particular opportunity? Reviewing internal criteria
  38. 38. Tool 4 -- Criteria for Review Should you pursue this opportunity? Major Criteria: • Financial • Mission • Extended benefit • Resource capability
  39. 39. Criteria: Financial impact • What will it cost? • What will you earn? • Is it worth doing?
  40. 40. Criteria: Financial impact Program 1 • Income $1,000,000 Expenses $900,000 • Margin = 10% Profit = $100,000 _______________________________________ Program 2 • Income $75,000 Expenses $60,000 • Margin = 20% Profit = $15,000 ________________________________________ – Institution normally requires 20% margin- Why? – Consider economy of scale
  41. 41. Criteria: Mission coherence • Consistent with institutional mission • Leverages program’s expertise • Builds on core competencies
  42. 42. Criteria: Extended benefit • Lasting relationship if client based • More than a one-shot program • Potential expansion to other institutions or populations
  43. 43. Criteria: Resource capability • Human • Infrastructure • Organizational • Curricular
  44. 44. Should you pursue this opportunity? Other criteria • Impact on existing programs • External perception • Professional development • Greater good
  45. 45. Criteria: Impact on existing programs • Resources, Enrollment, etc…. • Get input from throughout the organization
  46. 46. Criteria: External perception • How do others view you ?
  47. 47. Criteria: Promotes professional development • Motivates teaching staff • New students, tasks and travel • Teachers/staff develop new skills
  48. 48. Criteria: Serves a greater good • Program for an underserved population • Social responsibility • Cross-cultural training for anyone
  49. 49. Tool 4 – How can we evaluate a particular opportunity [evaluation photo slide]Tool 4 – How can we evaluate a particular opportunity? Activity
  50. 50. Applying the criteria – Tool #4 Assess one of these sample programs as a fit for your institution - Make notes in the grid 1. A German study abroad agency sends groups of college students abroad for three-week study tours with groups planned for June, July and August to your country. 2. A local electronics company has a largely Portuguese - speaking workforce. They need English training on-site to improve job performance and safety. 3. The Korean government sending 40 high school English teachers for a summer TEFL Certificate and language enhancement program. 4. The US gov. funds 8-week language/culture program for new Fulbright scholars prior to university placement.
  51. 51. Tool # 5 Preparing a proposal [proposal photo slide] Tool # 5 Preparing a proposal
  52. 52. Tool # 5 Preparing a proposal • Purpose - What • Need - Why • Procedures - How • Evaluation – Prove it works(ed) • Qualifications – Why us • Budget – What it will cost
  53. 53. Proposal Checklist Example - The US government organized a refugee resettlement in Seattle of 600 Syrians with limited English skills and little knowledge of employment customs. They are having difficulty finding jobs. The government is asking local institutions to provide programming. The government will fund the program and is asking for proposals. Review the proposal outline from SCLC: 1. What do you like and not like about the proposal? 2. What questions do you still have for them? 3. Would you fund them? Why or why not?
  54. 54. Tool # 5 Preparing a proposal [proposal photo slide] Tool # 5 Preparing a proposal activity Choose one of the sample program opportunities and make notes in the grid as if your program was a candidate.
  55. 55. Wrap up [photo slide] Wrapping up
  56. 56. Questions
  57. 57. Thank youThank you ! brindler@bu.edu joe@joemcveigh.org Get a copy of the handout at www.joemcveigh.org/resources Slides on SlideShare

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