This document summarizes recommendations from a consulting team to the Engaging China Project (ECP) regarding revenue development, communications, and ambassador recruitment and retention. For objective 1 on revenue development, recommendations include implementing a CRM tool, increasing investment to 8% of cash inflow, and repackaging workshops into a structured sales funnel. For objective 2 on communications, recommendations are project-based matrix teams, ambassador team leaders, and an ECP knowledge community. For objective 3 on recruitment and retention, the strategy is to formalize recruitment, orientation, and rewards/recognition processes to enable ECP to scale operations.

1. PRESENTATION OF RECOMMENDATIONS
ENGAGING CHINA PROJECT
&
UNIVERSITY OF TECHNOLOGY SYDNEY
MANAGEMENT CONSULTING & UTS SHOPFRONT
UTS TEAM:
DAVID GULLO
AHMG KIBRIA
ANNA KIRKPATRICK
LALITHA THAKUR
2 NOVEMBER 2013

2. PRESENTATION OF RECOMMENDATIONS
In Scope Objectives
Research Methodology
Objective 1 – Insights, Recommendations &
Implementation
Objective 2 – Insights, Recommendations &
Implementation
Objective 3 – Insights, Recommendations &
Implementation

3. IN SCOPE OBJECTIVES
OBJECTIVE 1 – Articulate a revenue development
strategy with accompanying high-level
implementation plan for a period of 3 years to ensure
financial sustainability
OBJECTIVE 2 – Present insights into the effectiveness of
ECP internal communications to enable the ECP to
streamline communications across state
management and ambassadors
OBJECTIVE 3 – Provide strategy to recruit and retain
ambassadors to enable ECP to scale up operations

4. RESEARCH METHODOLOGY
We watched, we listened & we got involved…
- Interviews with internal & external stakeholders
- Internal surveys
- Participative research through workshop facilitation
- Observational research

5. RESEARCH METHODOLOGY
We read, we examined & we ran the numbers…
- Analysis of internal ECP resources
- Analysis of social media and other communication media
- Analysis of industry & market data
- Analysis of relevant academic research

6. OBJECTIVE 1
Articulate a revenue development strategy with
accompanying high-level implementation
plan for a period of 3 years to ensure
financial sustainability

7. OBJECTIVE 1
RECOMMENDATION 1
Implement and maintain a CRM tool to embed a
customer-focused revenue development strategy
Matching schools
to ambassadors
Visibility &
methodology
Insights & future
proofing
Long term
relationships with
returns
Single source

8. OBJECTIVE 1
INSIGHTS
Customer Relationship management currently not integrated
with the ECP business model
No central tracking of Customer Relationship status
Minimal data on cost of maintaining and investing in key
customer relationships
Value Proposition  no tangible methodology to activate the
ECP value proposition
Customer Segmentation  opportunity to perform market
research on customer segments to identify and match the needs
of differentiated segments

9. OBJECTIVE 1
IMPLEMENTATION FOR RECOMMENDATION 1

10. OBJECTIVE 1
RECOMMENDATION 2
Increase investment to 8% of Cash Inflow (2014-2016)
Funds available to ensure market competitiveness
Lower levels of maintenance investment once relationships
established and value creation via the ECP workshops has
been delivered over time.
What schools to target? (ABS 2012)
Primary
Secondary
Combined
Special
TOTAL
NSW
2113
515
303
151
3082
VIC
1561
342
235
95
2233
QLD
1153
253
246
63
1715
SA
496
87
146
21
750
WA
662
105
222
77
1066
TAS
156
43
57
6
262
NT
71
24
90
6
191
ACT
78
23
22
5
128
TOTAL
6290
1392
1321
424
9427

11. OBJECTIVE 1
RECOMMENDATION 2
Boost marketing activities to increase awareness of
ECP’s mission and value creation potential for
targeted secondary schools
Marketing and Advertising costs < 1% of total Cash Inflow
Key trends from ABS data
•Long term rise in combined schools with +25% growth since 2001
•7% growth in student numbers in Australia since 2001 made up of:
37% increase in independent student numbers
11% increase in Catholic schools
1% increase in government schools

12. OBJECTIVE 1
RECOMMENDATION 3
Repackage Workshops to maximise revenue
generating opportunities
Research Findings
- Content of workshops is not structured
- Workshop delivery is not consistent

13. OBJECTIVE 1
RECOMMENDATION 3
Benefits for ECP repackaging workshops
- More revenue stream with existing customers
- Less cost in acquiring new customers
- More structured learning content for students
- Consistent workshop delivery

14. OBJECTIVE 1
IMPLEMENTATION FOR RECOMMENDATION 3
• 4-stage workshop for delivery each school term
• Structure workshop contents
• Consistent workshop delivery
• 1 ambassador for each school
• Give Certificates at the end of final workshop

15. OBJECTIVE 1
IMPLEMENTATION FOR RECOMMENDATION 3
Sales Funnel
Marketing Activities
Build a database, maintain
relationship (CRM)
Workshop Packages, Offers,
value of content
Deliver workshops
Give certificates at completion

16. OBJECTIVE 1
IMPLEMENTATION FOR RECOMMENDATION 3
Example:
Sales Funnel Targets:
Awareness (target schools)
500
Leads (schools)
150
Prospect (schools)
100
Sales (schools)
50
4 workshops x 50 schools
200 workshops
Target Revenue:
Target # Workshops
200
Price per Workshop
$100
Target Revenue
$20,000

17. OBJECTIVE 2
Present insights into the effectiveness of ECP
internal communications to enable the ECP
to streamline communications across state
management and ambassadors

18. OBJECTIVE 2
INSIGHTS
ECP internal communications are ineffective with
potentially severe long-term implications to ECP’s
organisational success
Currently:
- Creating unnecessary strain on ambassadors, state managers
and the National Director
- Risking the reputation of ECP and the quality of its core product,
its workshops
- Underutilising its potential human resources

19. OBJECTIVE 2
RECOMMENDATIONS
Recommendation 1 – Project-Based Matrix Teams
-
Develop & implement innovative & cross-functional crossgeographic projects
Reduce strain on National Director & State Managers
Utilise human resources of organisation
Recommendation 2 - Ambassador Team Leaders
-
Reduce strain on State Managers
Utilise human resources of organisation
Recommendation 3 – ECP Knowledge Community
-
Improve the quality of core product, workshops
Protect & strengthen reputation of ECP
Reduce strain on State Managers
Utilise human resources of organisation

20. OBJECTIVE 2
RECOMMENDATION 1
Project-Based Matrix Teams

21. OBJECTIVE 2
RECOMMENDATION 1
Example Matrix Team Structure:
Project-Based Matrix Teams

22. OBJECTIVE 2
RECOMMENDATION 2
Ambassador Team Leaders
- Leader of max. 10 ambassadors
- Reports to State Manager

23. OBJECTIVE 2
RECOMMENDATION 3
ECP Knowledge Community
Addresses the lack of communication’s structure &
processes for knowledge sharing & collaboration
among ambassadors
- Familiarise & equip ambassadors on initial & ongoing basis
- Reduce volunteer uncertainty
- Increasing quality & reputation control
- Improving future recruitment potential via ambassadors
- Empower ambassadors to self-direct workshops
- Build relevant & valuable organisational knowledge

24. OBJECTIVE 2
IMPLEMENTATION

25. OBJECTIVE 2
IMPLEMENTATION

26. OBJECTIVE 2
IMPLEMENTATION

27. OBJECTIVE 3
Provide strategy to recruit and retain
ambassadors to enable ECP to scale up
operations

28. OBJECTIVE 3
RECOMMENDATIONS
Develop a strategy to recruit and retain ambassadors to enable
ECP to scale up operations
 Develop volunteer
recruitment process
 Introduce an orientation
process
 Reward and Recognise

29. OBJECTIVE 3
KEY ACTIONS
 Formalise a recruitment message – What's the hook? Be transparent.
 Conduct volunteer screening – Agree on required skills/behaviours. Score
candidates, both stakeholders should match, keep it relaxed, delivery is
crucial. Don’t forget to have fun!
 Volunteer Orientation – Formalised online toolkit. What do they need to
know week1 week2, who is their buddy, where do they access resources?
 Everyday/structured recognition and rewards – email, birthday card, star of
the month, LinkedIn, reward with vouchers where possible, recognise
tenure, give additional responsibility, establish firm social calendar.
 Develop grading system based on tenure or milestones. E.g. Bronze,
Silver, Gold and Platinum ratings based on checkpoints achieved.

30. OBJECTIVE 3
IMPLEMENTATION

31. THANK YOU.
XIE XIE.