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  1. 1. Providing ICT Skills to Young People A Feasibility Study MICHELLE ALMEIDA DAVID NUNAN VINCENT KEOGH SARAH MCNICHOLAS
  2. 2. Agenda The Idea Innovation and Creativity Knowledge of the target segment Market Research Market analysis Competitive analysis Product and Technical analysis Sales and Marketing Unique selling point Sales and Marketing strategy Financials Cash Flow Funding
  3. 3. The Idea Objective Evolution of the business idea Phase 1 – Proof of concept Knowledge of the target market Growth  APP usage/download  Interest in Science/IT courses  Transition year students in 2010 28,635  Increase in number of schools from 2010 (550) to 576 schools in 2011
  4. 4. MARKET RESEARCH Following presentation on 15th July 2011 – Target market focus:  Transition Year Students  Funding from Parents, Schools and / or Sponsor Research Design:  To Survey student interest in our proposal  To Survey school interest and willingness to pay  To Investigate corporate support / sponsorship Competitors Our competitive edge Product and technical analysis
  5. 5. MARKET RESEARCH Student Interest Survey Highlights
  6. 6. MARKET RESEARCH Student Interest Survey Highlights Top three areas of interest for Apps learning Music Social Networking Games
  7. 7. MARKET RESEARCH Student Interest Survey Highlights
  8. 8. MARKET RESEARCH School Transition Year Survey Highlights Current status quo: TY - ECDL and CAD only Limited funding from school budgets Schools with ICT teachers showed interest Parents paying for many external ICT courses Rockwell College, Cashel, County Tipperary
  9. 9. MARKET RESEARCH Competitors – (Closest competition top of list) Not-for-Profit Commercial  Formula 1 for Schools - Suitable for TY - ICT for Young People purpose - International project with Kudos  Computer Dojo - Learning environment for young programmers . - Big corporate sponsors  Computer Clubhouse - Underserved community after school project. - ICT skills via Project Based Learning - International MIT initiative  - Parents pay (€160.00) - All year round - Learn gaming, CAD, Media - Booked out  - Parents pay (€180.00) - Summer only - Learn ‘Scratch’ and animation - Booked out
  10. 10. MARKET RESEARCH Our Competitive Edge Social Enterprise Strong Tech-Teach Systems team Backing of Synergy Centre and IT Tallaght Prospect of corporate sponsorship from ICT Industry good, e.g. Computer Dojo and Xing Phase 2 – Placing our content Online makes us pioneers in this area.
  11. 11. MARKET RESEARCH Product Technology Analysis Students get intro to ICT as career choice through basic ‘App’ course Trainer support pack Student support pack Pre-course / post-course check list for learning Most development tools free to use Use school PC’s Day 1 Day 2 Day 3 Day 4 Day 5 What are ‘Apps’ Tools To make ‘App’ Step by step guide Make and ‘App’ Make an ‘App’
  12. 12. Sales and Marketing  Directly to school Principals and Transition Year Co- ordinators Further market research at an event / conference Indirectly via associations and national bodies  the National Coordinator for transition year  as partner A major sponsor in the ICT industry Use social media  Branding 
  13. 13. Sales and Marketing Pilot with a friendly school e.g. Mount Temple  Unique selling point new service ahead of the curve for a TY project Strong skill sets and experience Every CEO of major ICT companies here in Ireland  talk about shortage of skills.  This training in apps  component opens the eyes and minds of young  people. 
  14. 14. Key Stakeholders Every CEO of major ICT companies here in Ireland talk about shortage of skills.
  15. 15. Financials – Low cost model Low cost model Production stage funding from key Sponsor Initial salaries self-funded and based on ‘Back2Work’  Enterprise Allowance Delivery stage to source in Trainers as sales ramp up  To keep salary costs low, associate trainers to be used  (i.e. contract trainers on an as required basis as demand  for courses increases. )  Free training available for staff to upskill e.g.  Springboard courses (Apps course)
  16. 16. Financials – Cash Flow Cash Flow 2011 2012 2013 2014 Year 0 Year 1 Year 2 Year 3 Deliveries 20 50 100 Sales 100000 250000 500000 Overheads -30000 -75000 -150000 Salaries -75000 -100000 -200000 Associates - 50% -15000 -37500 -75000 Start-up costs -65000 -20000 37500 75000 NPV €3,780.48 IRR 12%
  17. 17. Financials - AssumptionsAssume time to up skill and develop course materials is a duration  of 6 months, and require 2 persons full-time (or 4 persons part- time for 1 year) Expenditure and Income  Main income from sponsor(s)  Key expenditure is salaries Seasonal deliveries due to school calendar cycle Cost of a Trainer to deliver 1 week course is €1500 Price per student is €350 for 1 week course Total number of students per course is 14
  18. 18. How IT courses currently fundedIntel IBM Google Free OnlineFree Online Top 2 or3Top 2 or3 SponsorsSponsors Collaboration National & Sponsor 1 big sponsor Commercial Ulster bank BT Microsoft F1 – example BMW, ICT’s EI Xing Computer DoJo CEB, Blacknight & Google Irish SW association LERO WhizzKids FizGig
  19. 19. Revenue model - Partners Ireland one of the highest concentrations of ICT in OECD countries Global Top 10 ICT’s in Dublin and Ireland 156 ICT companies Exports €50b in SW ICT in Schools Equipment grants €92m  €22.3m to 678 schools  €24m to 3,300 primary schools