MKTG520 Pro Seed Digital Learning

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  • 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.
  • MKTG520 Pro Seed Digital Learning

    1. 1. ProSeed<br />Making every child matter ... <br />OVERVIEW<br />
    2. 2. “…the internet and education are the two great equalizers in life, leveling the playing field for people, companies and countries worldwide.”<br />President Nelson Mandela<br />
    3. 3. According to former US<br />Secretary of Education<br />Richard Riley…<br />
    4. 4.
    5. 5.
    6. 6.
    7. 7.
    8. 8. ProSeed was established, <br />to actively support the PROgressive Development of SEEDgenerationswith its End-to-End Digital Learning Solutions.<br />
    9. 9. Problem Statement<br />Education in Egypt is highly regulated and centralized.<br />The pedagogical mindset perceives computing & technology as a luxury<br />We need to: <br /><ul><li>Create ‘Digital Learning’ Value Awareness
    10. 10. Build market demand to break-even within 3yrs
    11. 11. Differentiate PROSEED from non-specialized ICT companies & offerings
    12. 12. Position PROSEED in the mindset of its stakeholders as a trusted partner and leading provider of 1:1 educational solutions.</li></li></ul><li>Making every child matter ... <br />Progressive Seed Development<br />Company profile<br />
    13. 13. Company Background<br />Start-up LLC with 1.25MLE Seed Capital<br />Headquarters in Cairo, Egypt<br />Founded 2009<br />
    14. 14. Company Offerings<br />K-12 Digital Learning Consultancy Services<br />Educational Content Aggregation & Licensing<br />Provisioning End-to-End Digital Learning Solutions<br />Upgrading School Infrastructures to Support ProSeed’s Solutions<br />Orientation Sessions & Training<br />System Maintenance & Technical Support<br />
    15. 15. Mission<br />Provide 1:1 Digital Learning Solutions that are <br />energy-efficient<br />child-safe,<br />and that seamlessly incorporate the <br />4 Cs of Digital Learning <br />- communication, collaboration, creativity, and community - <br />to K-12 schools in Egypt <br />in a modular and scalable manner <br />under the expertise of our pedagogy and technology professionals, <br />thus ensuring a high return-on-value for our customers <br />and effectively arming seed generationswith the appropriate skill sets for the 21st century digital society and workplace.<br />
    16. 16. Business Objectives<br />Launch 2 Pilot Projects within the 1st Year<br /><ul><li>In partnership with our Stakeholders
    17. 17. One Project will be in a rural area</li></ul>Acquire 20% Market Share in 3 Years<br />Achieve Break-Even by 3rd Year<br />
    18. 18. Core Competency<br />Team of pedagogy and technology professionals with broad experience<br />
    19. 19. Core Competency<br />Ability to quickly tailor and bundle different educational building blocks in a modular and scalable manner<br />
    20. 20. Core Competency<br />Flexible business models to meet our clients’ changing needs and budgets<br />
    21. 21. Environmental scanning<br />
    22. 22. Environmental Scanning<br />1- Population Growth & Age Mix<br />2- Educational Groups<br />3- Government & NGOs<br />4- Digital Learning World Market<br />5- Digital Divide in Egypt<br />
    23. 23. Digital Divide in Egypt<br />By Geographic Location<br />By Gender<br />By Income Level<br />By Education Level<br />By Age Groups (2009)<br />Household Expenditure on ICT by Income Distribution<br />Internet Usage by Urban & Rural Distribution<br />Household Internet Access Modes<br />Patterns of ICT usage of disabled persons Jan. 2009<br />
    24. 24. Environmental Scanning cont’d …<br />6- K-12 Educational Sector<br />7- K-12 ICT Capacity<br />8- Economic Environment<br />9- Natural Environment<br />10- Child Online Protection Initiatives<br />
    25. 25.
    26. 26. Survey Results<br />1- Have you heard about Digital learning or 1:1 learning before?<br />2- Do you think Digital Learning is useful? <br />3- Would Digital Learning be a factor in your school choice? <br />4- Does your children current computer at school inside the class?<br />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?<br />6- Will you accept to pay considerable extra amount of money for applying Digital Learning to the classrooms of your children? <br />
    27. 27. COMPETITIVENESS PROFILE<br />
    28. 28. Entry<br />Power of Suppliers<br />Power of Buyers<br />No large sunk costs<br />No government constraints <br />Lower quality of service<br />Epidemic effect<br />No other complete soln.<br />Educational software/content<br />Integration services<br />Veblen effect<br />Educational software<br />Durability<br />Laptop for every child (gov. program)<br />NetBooks (AssusEee PC)<br />OLPC (gov. program)<br />PC for every child (gov. program)<br />High switching costs<br />Reputation<br />Rank & order & stock<br />Educational software<br />High switching costs<br />Suppliers other than Intel<br />Cheaper solutions<br />Market<br />Brand affiliation<br />ICT deregulation<br />Substitutes & Complements<br />Industry Rivalry<br />
    29. 29. Segmentation and Targeting<br />
    30. 30. Egypt First<br />Region Next<br />SEGMENTATION<br />
    31. 31. Egypt<br />15.5 Million Students<br />One of the Largest in the World<br />Public Schools<br />Private Schools<br />International Schools<br />
    32. 32. Schools <br />
    33. 33. Public Schools<br />Huge Segment 92%<br />Weak Budget<br />Weak Parent’s Influence<br />Weak Awareness<br />NGOs & Funding Agencies<br />
    34. 34. High End Private Schools <br />Smallest Segment 1% (E)<br />High Budget<br />High Parent’s Influence<br />High Awareness<br />Direct Targeting<br />Mainly Cairo<br />
    35. 35. Mid-Low End Private Schools <br />7% (E)<br />Mid/Low Budget<br />Average Parent’s Influence<br />Average Awareness<br />Will not be Targeted<br />
    36. 36. Positioning & differentiation<br />
    37. 37. Positioning & Differentiation<br />The Leader in 1:1 Digital Learning<br />
    38. 38. Positioning & Differentiation<br />Partners<br />Trusted Advisors<br />
    39. 39. Positioning & Differentiation<br />End to End<br />Fully Integrated Solutions<br />Software<br />Hardware<br />Infrastructure<br />Content<br />
    40. 40. Positioning & Differentiation<br />Not Just IT<br />A Team of Experts<br />Pedagogy Consultants<br />
    41. 41. Positioning & Differentiation<br />Safe for Children<br />Content Filtering<br />Safe Browsing<br />Specially Designed Hardware<br />
    42. 42. product<br />
    43. 43. We offer complete solutionfor education<br />
    44. 44. Company Offerings<br />K-12 Digital Learning Consultancy Services<br />Educational Content Aggregation & Licensing<br />Provisioning End-to-End Digital Learning Solutions<br />Upgrading School Infrastructures to Support ProSeed’s Solutions<br />Orientation Sessions & Training<br />System Maintenance & Technical Support<br />
    45. 45. System Diagram<br />Charging Solution<br />Technical Training<br />Teacher Training<br />Maintenance & Support<br />Peripherals<br />Assessment<br />
    46. 46. Pricing Strategies / Business Models<br />
    47. 47. Cost Plus<br />Upfront Payment of All Equipment & Licenses <br />School owns all Equipment<br />School pays annual operation and maintenance fees (First year is mandatory)<br />Offerings are modular for quick pricing<br />Special prices for the first school<br />to attract educational leaders<br />
    48. 48. Leasing<br /><ul><li>School pays an annual subscription per student per year
    49. 49. Easier to add as running costs on tuition fees
    50. 50. All equipment is owned by ProSeed
    51. 51. Professional Services are optional
    52. 52. Evaluation & Assessment, Additional Training, etc.</li></li></ul><li>Place<br />
    53. 53. Place and Distribution<br />The distribution policy will focus on three main channels<br />Leveraging partners reach<br />Direct sales channel<br />Working with NGOs<br />
    54. 54. Awareness & branding<br />Markets are Conversations, Silence is Fatal<br />
    55. 55. REACH & IMPACT<br />
    56. 56. Customer’s Ecosystem<br />Proseed<br />brand <br />Customers<br />Suppliers<br />Government<br />Funding Parties<br />Influencing Parties<br />
    57. 57. Types of Engagement<br />
    58. 58. Conventional Marketing<br />Big IDEAS<br />Big Bang Launch<br />Big Budgets<br />
    59. 59. unConventionalMarketing<br />Micro STRATEGIES<br />Big Insights<br />rapid iterations<br />
    60. 60. Corporate Website<br />
    61. 61. Marketing Collateral<br />Corporate BROCHURES<br />Promotional Material: Leaflets, Digital Media, Giveaways<br />Case studies<br />
    62. 62. Joint Marketing Events<br />Road Shows<br />Digital Learning Forums & Events<br />Presence @ School Fairs<br />Tradeshows<br />Workshops @ Schools<br />
    63. 63. Direct Sales & Demo Kits<br />
    64. 64. Pilot Program (shared cost)<br />
    65. 65. The Ripple Effect<br />
    66. 66. Online Channels<br />Local marketing<br />Targeted Campaigns<br />Portals<br />Sales<br />Contextual<br />Social Media Advertising<br />
    67. 67. Digital Learning Awareness<br />The Mobile Channel<br />SMS Digital Learning Tips<br />Vodafone Mobile & Web Portal<br />Viral teaserContent <br />
    68. 68. Digital Learning Awareness<br />The Radio Channel<br />Talk shows (vodafone sponsored)<br />Interactive SMS Campaign<br />
    69. 69. Viral Content Distribution<br />
    70. 70. Create the Hype<br />
    71. 71. Implementation plan, Evaluation & Control<br />
    72. 72. Marketing Objectives & Action Plan<br />Partner with Laptop supplier<br />Start hunting for key public figures<br />Hire NGOs liaison officer<br />Create workshops and/or a forum for NGOs<br />Secure a market leader as a customer<br />Partner with infrastructure provider<br />After Q1<br />Year End<br />Now!<br />Brand affiliation and key competitive advantage<br />Stimulate demand<br />Engage NGOs for public schools reach<br />Start the trend<br />Influence decision making<br />National reach, reliability, responding to expansion<br />
    73. 73. Evaluation & Control<br /><ul><li> External Monitoring Systems:
    74. 74. Online Surveys
    75. 75. Written feedback after job reports
    76. 76. Suggestions program
    77. 77. Organizational Performance Management System:
    78. 78. KPIs
    79. 79. Quarterly Review
    80. 80. End of year evaluation
    81. 81. Audits / Self Assessments
    82. 82. Incident triggered reporting
    83. 83. Benchmarking
    84. 84. Suggestions Program</li></ul>“Measure with a micrometer, mark with a crayon, and cut with a chainsaw”Author Unknown<br />
    85. 85. Track Responses & Measurement<br />
    86. 86. Thank You<br />Questions ...<br />OVERVIEW<br />

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