This document provides a feasibility study for a proposed initiative to provide ICT skills training to transition year students in Ireland. It outlines market research that was conducted, including surveys of student and school interest. It finds strong interest among students in apps development and gaming. Schools have limited ICT training options currently. Competitors are identified, but the proposed initiative aims to be the first to offer online ICT skills courses. Financial projections estimate the initiative could break even within 3 years with support from industry sponsors and a low-cost operating model relying on contract trainers. Key stakeholders like ICT companies are seen as important potential sponsors given industry needs for more skilled workers.

1. Providing ICT Skills to Young People
A Feasibility Study
MICHELLE ALMEIDA
DAVID NUNAN
VINCENT KEOGH
SARAH MCNICHOLAS

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. 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. 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. MARKET RESEARCH
Student Interest Survey Highlights

6. MARKET RESEARCH
Student Interest Survey Highlights
Top three areas of interest for Apps learning
Music
Social Networking
Games

7. MARKET RESEARCH
Student Interest Survey Highlights

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. 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
Wizzkids.ie
- Parents pay (€160.00)
- All year round
- Learn gaming, CAD, Media
- Booked out
Fizgig.org
- Parents pay (€180.00)
- Summer only
- Learn ‘Scratch’ and animation
- Booked out

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. 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. 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
 wholeschools.ie as partner
A major sponsor in the ICT industry
Use social media
Branding

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. Key Stakeholders
Every CEO of major ICT companies here in Ireland talk about shortage of skills.

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. 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. 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. 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. 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