The document discusses 3 businesses: 1) A goose and duck ranch that has beautiful facilities but poor maintenance and lack of activities. It could improve by hiring outdoor staff and offering hiking/camping programs. 2) An international school that has qualified teachers but does not promote this. It could improve outcomes by displaying teacher qualifications and class levels/outcomes. 3) An English tutoring business that provides low-cost classes but lacks administration support and communication. It could enhance learning and parents by hiring assistance, communicating outcomes, and redecorating.

1. What I learnt by paying attention
From Jesse White

2. 1 of 3: Goose & Duck Ranch
 Strengths:
 Beautiful location
 Numerous offered facilities
 Niche market (only one of its style in Beijing)

3. Goose and Duck Ranch
 Weaknesses
 Poorly maintained facilities: lodging, equipment,
grounds
 Poor service: few English speakers, no initiative to meet
customer needs
 Lack of program: no offered tours, activities, games

4. Goose and Duck
 Insights and Opportunities
 Recruit outdoor/hiker/fitness type staff to match target
customer to service provider
 Narrow focus: Either improve all facilities, or narrow
offered services and maintain these well
 Offer a program: mountain hikes, camps, party-games
events

5. 2 of 3: Muffy’s Education
 Strengths
 Qualified & certified international staff: most teachers
are certified teachers
 Deliver advanced English immersion all subject
international/Western level schooling to Chinese
children
 Company Core Values genuinely about providing best in
class level of education to students

6. Muffy’s Education
 Weaknesses
 Teachers’ certification and qualities are not displayed in
our schools through visual displays, or in marketing
material
 The educational outcomes of each class level is not
described in any of the material or displays in schools.
Target customers want demand to know what
US/Canadian/UK level equivalent will their child reach
upon completing each of our classes.
 Our values and key products, services, & children’s work
are not displayed

7. Muffy’s Education
 Insights and Opportunities
 Need to provide visible, eye-catching teacher
bios/mention of certification. No other kindergarten in
Beijing has same percentage of certified teachers.
 Need to provide visible, eye catching displays of
educational outcomes. Need to add this info to
marketing material. Need to use this in sales to parents.
 Need to display company’s core values and success
stories of parents who have graduated from program
 Need to establish partner channel primary schools

8. 3 of 3: My home business
 Strengths
 Provide best in class after school English education to
local community for half the market price
 Convenient location
 Small sized classes
 Experienced and stable teachers

9. My home business
 Weaknesses
 Stretched too thinly on teaching and doing
administration
 Inconsistent or not uniform homework, scope &
sequence, or prompt announcements, notifications
 Infrequent parent communication
 No descriptions of educational outcomes
 Need to update classroom decoration

10. My home business
 Insights & Opportunities
 Need to hire teacher assistant to do administration,
parent announcements, notifications, materials
preparation
 Need to use & provide parents scope and sequence at
each level, semester
 Need to provide expected educational outcomes
 Need to update/re-decorate classroom, displays of
children’s work, progress
 Opportunity to raise price 30% to increase profit and
still be competitively priced