2013 engaging china project & uts consulting presentation
TRANSCRIPT
PRESENTATION OF RECOMMENDATIONS
ENGAGING CHINA PROJECT &
UNIVERSITY OF TECHNOLOGY SYDNEYMANAGEMENT CONSULTING & UTS SHOPFRONT
2 NOVEMBER 2013
UTS TEAM:
DAVID GULLOAHMG KIBRIAANNA KIRKPATRICKLALITHA THAKUR
PRESENTATION OF RECOMMENDATIONS
In Scope Objectives
Research Methodology
Objective 1 – Insights, Recommendations & Implementation
Objective 2 – Insights, Recommendations & Implementation
Objective 3 – Insights, Recommendations & Implementation
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
IN SCOPE OBJECTIVES
We watched, we listened & we got involved…
- Interviews with internal & external stakeholders
- Internal surveys
- Participative research through workshop facilitation
- Observational research
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
RESEARCH METHODOLOGY
OBJECTIVE 1
Articulate a revenue development strategy with accompanying high-level implementation plan for a period of 3 years to ensure financial sustainability
Implement and maintain a CRM tool to embed a customer-focused revenue development strategy
Matching schools to ambassadors
Visibility & methodology
Long term relationships with
returns
Insights & future proofing
Single source
OBJECTIVE 1RECOMMENDATION 1
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
OBJECTIVE 1INSIGHTS
OBJECTIVE 1IMPLEMENTATION FOR RECOMMENDATION 1
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)
NSW VIC QLD SA WA TAS NT ACT TOTALPrimary 2113 1561 1153 496 662 156 71 78 6290Secondary 515 342 253 87 105 43 24 23 1392Combined 303 235 246 146 222 57 90 22 1321Special 151 95 63 21 77 6 6 5 424TOTAL 3082 2233 1715 750 1066 262 191 128 9427
OBJECTIVE 1RECOMMENDATION 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 numbers11% increase in Catholic schools1% increase in government schools
OBJECTIVE 1RECOMMENDATION 2
OBJECTIVE 1RECOMMENDATION 3
Repackage Workshops to maximise revenue generating opportunities
Research Findings
- Content of workshops is not structured
- Workshop delivery is not consistent
OBJECTIVE 1RECOMMENDATION 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
OBJECTIVE 1IMPLEMENTATION 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
Sales Funnel
OBJECTIVE 1IMPLEMENTATION FOR RECOMMENDATION 3
Marketing Activities
Build a database, maintain relationship (CRM)
Workshop Packages, Offers, value of content
Deliver workshopsGive certificates at completion
Example:
Sales Funnel Targets:
Target Revenue:
OBJECTIVE 1IMPLEMENTATION FOR RECOMMENDATION 3
Awareness (target schools) 500
Leads (schools) 150
Prospect (schools) 100
Sales (schools) 50
4 workshops x 50 schools 200 workshops
Target # Workshops 200
Price per Workshop $100
Target Revenue $20,000
OBJECTIVE 2
Present insights into the effectiveness of ECP internal communications to enable the ECP to streamline communications across state management and ambassadors
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
OBJECTIVE 2INSIGHTS
Recommendation 1 – Project-Based Matrix Teams- Develop & implement innovative & cross-functional cross-
geographic 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
OBJECTIVE 2RECOMMENDATIONS
OBJECTIVE 2RECOMMENDATION 1
Project-Based Matrix Teams
OBJECTIVE 2RECOMMENDATION 1
Project-Based Matrix Teams
Example Matrix Team Structure:
OBJECTIVE 2RECOMMENDATION 2
Ambassador Team Leaders
- Leader of max. 10 ambassadors- Reports to State Manager
OBJECTIVE 2RECOMMENDATION 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
OBJECTIVE 2IMPLEMENTATION
OBJECTIVE 2IMPLEMENTATION
OBJECTIVE 2IMPLEMENTATION
OBJECTIVE 3
Provide strategy to recruit and retain ambassadors to enable ECP to scale up operations
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
OBJECTIVE 3RECOMMENDATIONS
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.
OBJECTIVE 3KEY ACTIONS
OBJECTIVE 3IMPLEMENTATION
THANK YOU.
XIE XIE.