education guide june 2011
DESCRIPTION
Education Guide June 2011TRANSCRIPT
guide
ALL CHANGELatest developments in
the education sector
SEAL THE DEALHow to sell to an academy
BACK TO CLASSThe latest kit for a modern classroom
June 2011
For anyone who can remember classrooms that had blackboards at the front or anything that didn’t need plugging in, schools today could seem like alien landscapes, full of interactive
whiteboards, mobile devices and virtual environments. In the last few years, the education sector has advanced apace, and in the last year alone there have been wholesale developments that promise to change the education market forever.
The introduction of academies and free schools promise to shake up the way business is done in education. For anyone already dealing with education establishments, these changes could affect the way you go to market and may require you to assess if you are really doing the best for your customers. And for anyone not already involved with this potentially lucrative and comparatively safe sector, there has never been a better time to dip your toe in the water.
The Education Guide is designed to give you an update on the latest developments and a skills-up on how to effectively deal with education decision makers. Whatever stage of business you are at in this sector, there is something here for you. Among the doom and gloom of the economy over the past few years, the education sector has been one of the few vestiges of profitability – and could prove a goldmine for forward-thinking office supplies dealers.
CONTENTS
UPDATEOpen for businessAcademies, free schools and all the changes in
the education landscape
FEATUREA brave new classroomAll the kit and sales opportunities in
modern classrooms
INTERVIEWLearn from the bestA high flying dealer gives us a lesson in selling
to the education market
INSIGHTSealing the dealHow to sell to an academy, with some first-hand advice
OPEN TO BUSINESSThe education sector has changed beyond recognition in the past year, with free schools and academies enjoying greater financial freedom and giving office supplies dealers a great opportunity to do more business. Matt Jane looks back over the changes and considers how this benefits dealers
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CHANGING FACE OF EDUCATION
11 MAY 2010After much negotiation the Conservative and Liberal Democrat parties form a coalition government
12 MAY 2010Michael Gove is named as education secretary and promises to give schools more freedom
25 MAY 2010Plans announced to allow every outstanding school to convert to an academy, which would give them more freedom and autonomy, while ‘free schools’, to be set up by parents, charities and businesses, are also given the green light
It has been a turbulent year for the education sector. Ever
since the coalition government took control and Michael
Gove was installed as education secretary, there have
been wholesale changes to the way schools are funded,
run and even established. The changes have come thick and
fast, sometimes against a backdrop of teaching union protests,
and the education landscape has almost been changed
beyond recognition.
Anyone with even the vaguest dealings in the education
market will have heard the term ‘academy’ bandied around lately.
This is the main vehicle for change that Gove is driving through
the English educational landscape, and this change promises to
continue apace.
THE ACADEMY REVOLUTIONAcademies are essentially independent schools funded by the
state. The education secretary said from the early days of his
appointment that he wanted to grant greater freedom to schools,
and his academy programme is the main way he is delivering this
promise. “Teachers know how to run schools, not bureaucrats or
politicians,” said Gove in March last year. “That’s why this government
is committed to giving all schools greater freedom. Many schools
have already shown a keen interest in gaining academy freedoms.
They want to use those powers to increase standards for all children
and close the gap between the richest and the poorest.”
The early stages of the programme saw all schools that were
rated as ‘outstanding’ by inspection body Ofsted invited to apply
for academy status. The logic behind this decision was that these
schools would have the management and financial expertise to run
these multimillion pound businesses more effectively rather than
being restrained by local authority (LA) control. The programme is
now open for applications from all schools and there is considerable
interest in converting, especially given that there is a cash injection
on conversion.
While academies are not a new phenomenon – under the
last Labour government failing schools were entitled to join forces
to establish an academy – the new scheme has widened the
academy net. “The most notable effect on dealers is the school’s
freedom to spend how they wish,” explains Ray Barker, director at
the British Educational Suppliers Association (Besa). Whereas state
schools are restricted to purchase goods and services only from
LA-approved suppliers, academies have complete control and this
opens the door for dealers to start conversations on supplying
everything from IT equipment to janitorial and stationery supplies.
The other major programme to be launched by Gove is
the free school initiative. These are schools set up by parents,
teachers, charities or even businesses, again with the emphasis
on autonomy. At the first application deadline in February the
government had received 323 proposals with 40 approved, 26 of
which – including a number that aim to open in September or
beyond – have now been approved to move to the pre-opening
stage. “These free schools bring in a new target market for dealers
– parents and business entrepreneurs,” explains Barker. “While the
government stresses that more are expected to follow shortly, we
all wait to see whether there is a place for these establishments in
the sector. If so, dealers may start to find that their corporate and
education sector markets start to merge into one.”
STATE OF FUNDSWhile most industries have suffered as a result of the challenging
economic climate, it is important to note that the education
sector has remained comparatively stable. At a recent
2 JUNE 2010Gove claims 1,114 schools that applied to become an academy – the number was later found to be 153 as Gove counted statements of interest as applications
17 JULY 2010Building Schools for the Future programme is scrapped, as Gove calls it “needlessly complex”
6 SEPT 2010Details of the first 16 ‘free schools’ applications emerge, with author Toby Young among the interested parties
17 NOV 2010Gove announces that the academy programme is now open to all schools, including primary and special schools >>
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event hosted by IT distributor Westcoast, there was
overwhelming optimism from dealers as they were reassured
that education was one sector in which investment was still
being made.
There were concerns that funding for education would
dry up following the closure of quango organisations, such as
the technology advisory group Becta and the scrapping of the
Harnessing Technology Grant. “For dealers, the important fact
to remember is that schools do still have money,” explains
Barker. “Despite the current anticipated reduction in schools'
ICT budgets, projected budgets for 2011/12 are expected to
be the same as recorded seven years earlier in 2004/5. The
change that schools are experiencing is that there is now one
centralised ‘pot of money’. The era of ring-fenced grants for
ICT is over. Schools now have to make their own purchasing
decisions based on their school development plan.
“Schools have the autonomy to decide how they spend
their budgets,” Barker continues. “The change that dealers must
therefore now expect is that each school will have requirements
for its own unique solution.” Schools will be demanding a more
bespoke offering from their suppliers, which could prove a great
opportunity for dealers to consider other areas in which they
could supply to education clients.
There are many advantages for dealers. Barker explains that
those that have operated in the education sector before will be
able to offer a consultative approach that will “undoubtedly be
valued by schools”. It is important to note that the increased
independence afforded to schools and academies has resulted
in business managers and school leaders being more astute in
not only what they buy, but also how they buy it, thereby making
longer-term savings. Emma Williams from Findel Education
explains: “With stationery purchases we are seeing a switch to
bulk packs – switching to less frequent purchases but larger
quantities reflecting a better unit cost. We are noticing that
schools are returning to ranges such as powder paint where
you can get value for money on a bulk buy range.”
Another practice that is becoming commonplace in
schools is federations, or clusters of schools, effectively acting
like buying groups to increase the order volumes and further
improve the unit price. There are even groups of schools that
employ one business manager between them to ensure they
strike the best deals and get the best value and most effective
resources into their schools. “One of the salient aspects of
procurement in schools now is investing wisely, not cheaply,”
says Barker. “Schools appreciate the effect the total cost of
ownership of a product can have on budgets is significant.”
With academies and free schools released from their
shackles, the education sector has never looked so promising
for dealers. Even traditional state schools are being granted
increased freedom, meaning there are plenty of opportunities
for dealers either to get involved in education for the first time
or to open discussions about new opportunities.
Free schools bring in a new target market for dealers – parents and business entrepreneurs
7 JAN 2011Number of academies stands at 407, with one in 10 secondary schools being academies
15 MARCH 2011Association of School and College Leaders survey shows that 72% of schools are tempted by the financial incentive to become an academy
17 MAY 2011Free school application for 2012 opens, allowing proposals to open schools for 16-19 education, special needs schools and pupil referral units
TODAYThe number of academies open, including those opened under the Labour government, stands at 658. Schools are converting to academies at a rate of two every school day. The first free schools will open in September 2012
September
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THE MODERN CLASSROOM
Those of a certain age will remember going to school in
the BC (before computers) era, when assignments were
handwritten and calculators were thought of as a luxury.
But we live in a changing technological world, and there
are few places in which this is more evident than in the classroom.
These days, children learn to operate a computer mouse
before they learn to hold a pen. While paper, writing implements,
Much has changed in education, with technology now commonly used to enhance
the experience of pupils. Allie Anderson looks at the shape of the contemporary
learning environment and how it could prove a goldmine for dealers
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and workbooks remain the staple of school supplies,
educational institutions are expected to be equipped with the
latest technology, enabling teachers and pupils to maximise
the learning environment – great news for suppliers of such
equipment and technology. Historically, though, schools’
spending was largely determined by their local council, which
dictated what schools bought and where from. However, as
schools gain freedom from local authority control and enjoy
greater autonomy over their budgets, the education market is
ripe with opportunities for office supplies and IT resellers keen
to capitalise on this shift.
FUTURE-PROOF MEFor dealers new to the education marketplace, a good place
to start is with the product portfolio. Schools obviously use
a huge amount of paper for a diverse range of writing and
printing needs. Printing requirements are changing, with
schools needing more than just a simple A4 mono device in the
admin office. Teachers are increasingly using web-connected
devices that make printing easier and more flexible and
work with multiple platforms and software, enabling pupils to
engage in creative classroom projects. “Schools are investing
in technology to ensure students are getting the opportunity
to learn key ICT skills,” comments Tracey Fielden of Canon UK.
“With the increasing interest in virtual learning environments,
it is also becoming important to invest in technology that is
future-proof.”
HP’s Gillian McGregor points to the importance of
facilitating creativity in schools. “Colour enhances teaching and
learning,” she remarks. “Classrooms are increasingly demanding
access to fast, colour-capable print devices to print classroom
material. Wide-format devices, which can produce prints larger
than A3, are being used in schools to manage their own internal
marketing.” She adds that on-line finishing products such as
binding and stapling are critically important in producing
educational documents. A3 multifunctions are also a growing
trend as schools look to bring more of their printing in-house
and increase creative options for pupils.
ICT ON A SHOESTRINGDespite having freedom over their spending and procurement,
many schools are still restricted by squeezed budgets.
Purchasing decisions, therefore, are often guided by pressures
Those of a certain age will remember going to school in the BC (before computers) era, when assignments were handwritten and calculators were thought of as a luxury
to provide up-to-date equipment that is not only low cost, but
that also gives a low total cost of ownership, points out Phil
Jones of Brother UK. “Schools and ICT managers are looking to
save money by upgrading to machines that combine multiple
functions in one, such as print, fax, scanner and copier,” he
says. “This allows them to save on vital space [and] consolidate
service contracts and consumables.”
As well as evolving printing needs, the changing landscape
of education means that old-fashioned blackboards and the
more modern glossy whiteboards are being replaced with
virtual and interactive whiteboards (IWBs). The 2007 Harnessing
Technology Schools Survey conducted by the (now defunct)
British Educational Communications and Technology Agency
(Becta) indicated that 98% of secondary and 100% of primary
schools had interactive whiteboards. Martine Dodwell-Bennett
of Steljes highlights that many schools are now looking to
update their IWB estate as some of the older boards reach
the end of life. “Schools are looking at IWBs that have dual
touch technology, thereby enabling two students to work
together on the board on the same task,” she comments. “Dual
touch interactive whiteboards and panels encourage a more
collaborative way of learning, which schools are encouraging.”
TARGET AUDIENCEEducation is not a homogenous marketplace, and requirements
will vary between primary and secondary schools, new
academies, colleges and universities. McGregor suggests that
specific demands “will differ due to the nature and scope of the
types of classes offered by various institutions”. However, many
products will be used across all levels of education. Samsung
UK’s Neil Sawyer gives the IWB as an example. “For younger
students, [it] provides a fun way of learning that engages them
and encourages creativity. In universities and colleges the IWB is
a useful tool for lecturers as it offers greater flexibility in the way
they explain information to students,” he says. Despite product
crossover, dealers considering venturing into the education
sector are advised to focus on a particular customer base to
begin with – as Andrew Hall from Oki points out, “trying to be all
things is a recipe for failure”. Smaller dealerships, in particular,
might be better off focusing on building links with local schools,
Jones suggests, and capitalising on existing relationships
they already have with schools through supplying stationery
and consumables.
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“It’s a more difficult task to get into colleges and universities
as these are more contract-based,” Jones continues. “Larger
dealers should look into these contracts and frameworks and aim
to get onto the contract lists when they’re up for renewal.” With
the abolition of Becta and the move away from local authority
command, many establishments are becoming members of
consortia and buying groups to leverage greater buying power.
This again creates opportunities for dealers, who should promote
their strengths as local suppliers with the ability to provide a
top class service. The links between educational providers also
benefits resellers that have developed a strong presence with
one customer base. “Institutions are closely linked in terms of
sharing best ICT practice, and publicity regarding poor or
pleasant customer experiences quickly spreads among the
community,” says McGregor. “A good experience in one of
the target sectors within education can quickly generate
opportunities in other establishments.”
In meeting the needs of any client, it’s important to consider
what they want and expect from their supplier. Michael Loftus,
CEO of specialist education dealer Edu Gold, reports that selling
to schools is often less consultative than selling to the corporate
market, since buyers tend to rely heavily on catalogues (turn
page for full interview). However, as technology becomes an ever
more crucial part of schools’ portfolio, the ability to provide a
managed solution is often an important prerequisite. Dealers
that offer benefits like the opportunity to test a machine before
buying “show an excellent commitment to the customer and the
reassurance that they are investing in a product that will work
for them”, according to Jones. Sawyer adds that educational
establishments prefer to have a single point of contact for their
IT requirements.
A PERSUASIVE ARGUMENTRecent reports suggest that the perception of many educators is
that investment in IT and technology is a cost they cannot afford,
resulting in a reluctance to embrace innovative new products
and approaches. But there are ways to tackle this argument,
giving dealers a shoo-in to the market. For Hall, these can be
summed up in one word – efficiencies. “Old product may not
provide an efficient output,” he comments “[but] manufacturers
tend to upgrade products and provide them at a more cost-
effective price point. A managed solution is also an attractive
option as it spreads the cost and reduces inventory holding
for establishments.”
Institutions are closely linked in terms of sharing best ICT practice, and publicity regarding poor or pleasant customer experiences quickly spreads
McGregor adds that flexible finance can be the key to
hooking that sale, enabling schools to meet technology needs
while providing medium and long-term savings. It’s worth bearing
in mind that the education sector is required to achieve public
sector environmental targets, so including products that meet
these targets while appealing to the buyer’s eco conscience –
such as energy saving solutions and those that save resources and
reduce waste – will be an advantage. The impact of cutting edge
technology in the classroom is led largely by the increasing role
it plays in people’s lives more widely, including those of children
and older students. Therefore, school technology that has the
ability to interact with ICT pupils are exposed to at home, thereby
aiding improved learning, may prove a popular investment.
“The modern classroom is not confined to the traditional four
walls,” says Dodwell-Bennett. “The latest ICT enables students to
continue their learning at home in new and exciting ways. They
can do their homework using a PC knowing that it has the same
software as the teacher uses and can easily be shown to the rest
of the class should the teacher wish to use it.”
The modern classroom is filled with opportunities for more
inspired teaching and more engaged learning. It also provides
countless prospects for dealers outside of the traditional
stationery and school supplies portfolio. The education sector
may be unchartered waters for many, but as the watchword of the
moment it is one every savvy dealer should be keen to explore.
After all, it’s never too late to learn.
100percentage of
primary schools that have interactive
whiteboards
98percentage of
secondary schools that have interactive
whiteboards
FACT BOX
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Cromer High School, a mixed 11-16 foundation
International Sports College located in Norfolk, teaches
over 520 students each year. Its student curriculum
focuses on PLTS – personal, learning and thinking skills – the
core set of skills pupils must satisfy during their secondary
curriculum to help them become “successful learners, confident
individuals and responsible citizens.”
In January 2009, following a routine OFSTED inspection,
Cromer High School received a “notice to improve.” Shortly
thereafter, as the school focused more closely on its approach
to learning and teaching, it recognised that embracing newer
technologies is crucial element in engaging pupils.
EMBRACING NEWER TECHNOLOGYCromer received support from the SSAT network, and working
with Matrix Display Systems, the school selected the Epson DC-
06 Visualiser to support and enhance visual and kinaesthetic
learning. Specifically, Cromer believed Epson’s highly portable
and modern-design, lightweight visualisers met the school’s
practicality needs, especially given the technology’s ability to
run off a single USB power supply, and because its ultra-low
power consumption (2.5W) would enable cost-savings.
Matrix Display Systems supplied 40 Epson visualisers
across the High School, Junior School, and seven cluster
schools. Together Matrix and Epson provided support to
help demonstrate the technology’s capabilities to teachers
during ‘Twilight Training’ sessions , so that they could gain
confidence in it.
BENEFITSHighly portable, modern design. Weighing less than one
kilogram a piece, the visualisers offer complete portability.
The visualisers connect to a laptop or desktop computer, so
EPSON VISUALISER Enhances interactive classroom learning at Cromer High School
set-up is as simple as plug-in, unfold the arm, focus on the
object and project.
Lively, visual presentations. The average student’s
attention span is between six and twenty minutes, so another
significant benefit of Epson’s DC-06 Visualiser is visually
engaging students through presentations that come to life in
2-million pixel resolution and via 4x digital zoom. Because the
visualisers’ camera turns through 90-degrees on various axis,
even 3-D objects can be captured and transmitted, perfect for
classrooms where the students are taking part in practical
sessions such as biology.
Innovative, flexible. The DC-06 Visualisers help Cromer’s
students engage in lessons via kinaesthetic learning – learning
by doing. Via the camera function, students can take a photo of
their work at the beginning of the term and then compare it to
a photo taken later to help demonstrate improvements.
Yet traditional. The visualisers can also support traditional
teaching models, such as modelling how to solve a mathematical
equation. It can also help students gain confidence in presenting
in front of others because it creates physical space between
where the student stands and presents and where the image
is projected.
Following Ofsted’s return visit in May 2010, the school was
acknowledged to have made significant improvement and
was judged to be ‘Good’ with ‘Outstanding’ features. Engaging
learners through a variety of technologies was one of the crucial
elements in this transformation.
The Epson visualiser is easy to use so there are no barriers to use by staff or by pupils. The pupils are excited to see their work displayed live during lessons and find the modelling of work and its use for group assessment very powerful in developing greater understanding”
Glyn Hambling, Headmaster, Cromer High School
CONTACT EPSON: www.epson.co.uk 0871 222 [email protected]
ADVERTORIAL
GOLD STANDARDOffice Gold was a traditional, local office supplies dealer, but the launch in 2009
of specialist division Edu Gold has helped the company grow turnover more than
threefold, CEO Michael Loftus told Allie Anderson
COMPANY CVNAME: Michael LoftusPOSITION: CEOCOMPANY: Office GoldTURNOVER: £9mBACK OFFICE SYSTEM: OasisWEBSITE: www.officegold.co.uk
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WHAT SPURRED THE SETTING UP OF A BUSINESS ARM SPECIALISING IN THE EDUCATION MARKET?I had a vision of changing Office Gold from a stationery business
into a market-facing facilities distribution company that offers a
wide range of services to specific markets, also including legal and
aviation. It’s on that basis that we’ve grown into education. All our
brands are about offering a one-stop shop, so we supply a huge
range of products.
WAS THE INFRASTRUCTURE ALREADY IN PLACE BEFORE YOU JOINED OFFICE GOLD IN 2004?No, I invested very heavily in IT and once I’d sorted that out in the first
year, we made seven or eight acquisitions that took us into those
markets. Now, we have quite a sizeable education business because
we’ve bought two educational suppliers and grown organically.
SO THE EDUCATION BUSINESS HAS DEVELOPED IN THE LAST FEW YEARS.It started during the banking recession in 2009 – we kicked off with
one acquisition and bought another [supplier] nine months later.
One of the challenges for us is that we’re in our third generation
of having our own catalogue and that’s a very expensive exercise
for a small business such as ourselves. We’ve got 6,000 SKUs now,
and we’re competing against Kent County Supplies, The Consortium
and GLS Educational Supplies in our geographical area so it has to
be comprehensive.
DO YOU SUPPLY FURTHER AND HIGHER EDUCATION INSTITUTIONS AS WELL AS SCHOOLS?We have a couple of universities and sell some nursery furniture
and arts and crafts, but that is usually in primary schools. We mainly
supply sixth form colleges and secondary, primary and private
schools, covering the five to 18 age range.
WAS IT A CONSCIOUS DECISION TO TARGET THE MARKET?Yes. It became clear from the banking crisis in the autumn of 2009
that the corporate market was going to be quite tough for the next
couple of years, so we wanted to shelter part of the business in areas
that were supported by government spending, and one of those
areas was education. For the last couple of years, our overall sales
have gone up rather than down. Even though our corporate sector
sales have gone down, that has been more than compensated for
in our educational sales.
WITH PUBLIC SECTOR CUTS LOOMING, DO YOU EXPECT THAT TO CHANGE?No, because a lot of the products we sell are those schools have to
have, so we’re not heavily involved in capital projects, refurbishments
and that kind of thing. However, I have noticed in the last 12 months
that it is very competitive and it will continue to be so.
YOU ARE COMPETING AGAINST SOME OF THE BIG PLAYERS IN EDUCATIONAL SUPPLIES, AS YOU SAY. HOW DO YOU DO THAT AS A RELATIVELY SMALL FISH IN THAT POND? We compete on price, but we also have much higher service levels.
A lot of suppliers go through YPO [Your Purchasing Organisation,
an online procurement portal set up to deliver public sector cost
and efficiency savings through bulk buying power] so it could take
a school a week to get the products, which, sometimes aren’t even
stocked by those suppliers so it takes longer. But we try to fulfil as
many orders as we can in 24 hours and if not we will follow up the
following day. We’ve invested heavily in IT systems and our previous
experience to make everything as efficient as possible. We’re a
relatively small company with only around 40 employees, and I don’t
think there are many businesses that have got to £9m turnover with
that number of employees, so it’s a very efficient operation.
WHAT ICT SYSTEMS DID YOU INVEST IN?Our main operating system, which was here when I arrived but has
been amended quite considerably, runs the whole business. We
have amended it to enable us to add all the products we have on
the education side and developed micro sites specifically for all the
business divisions.
WHAT PRODUCTS DO YOU SUPPLY?As well as exercise books, furniture, arts and crafts, we sell things
like projectors, enamel boards and interactive whiteboards, although
there are very specialist companies that do those. In terms of
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technology, we launched MPS [managed print services] Gold about
five months ago. We have software we can supply that helps our
customers manage their print fleet, but it extends much further
than that to maintenance and replenishment. A lot of large schools
have had those kinds of services for a long time. It’s the small and
medium sized schools that haven’t.
DO SERVICE LEVELS AND EXPANSIVE PRODUCT RANGES POSE STORAGE AND DISTRIBUTION PROBLEMS?We have a warehouse and we’re a 24-hour, five and a half days a
week operation, so we manage the supply chain very tightly with our
key suppliers and have deliveries coming into us up until midnight to
enable us to pick and pack and go out the following day.
WHICH SUPPLIER PARTNERS DO YOU WORK WITH?We spend more on paper alone than we do with wholesalers, getting
through containers of paper – particularly in the education sector –
every three or four days. We use Spicers and two other wholesalers
for EOS, using our IT system to determine which is most competitive.
We use a lot of educational suppliers for different products, whether
that’s arts and crafts, exercise books or paper – and there are about
15 different suppliers for educational furniture. It’s easy to control
using our IT systems, as long as you update those systems regularly.
DOES YOUR APPROACH TO THE EDUCATION MARKET HAVE TO BE DIFFERENT THAN WHEN DEALING WITH OTHER CUSTOMERS?Yes, and even though we have sales reps visiting schools, it’s very
much catalogue driven. Schools look at a catalogue and order
from it. It’s less consultative and there is less interaction [than with
other customers], once the school is happy using you. Products are
different too. For example, we sell cans of Coke and Red Bull to
offices and airports, but you can’t sell things like that into schools,
so we have school-compliant drinks in our catalogue. We also have
a specialist in each of our market sectors with in-depth market and
product knowledge.
HOW DO SCHOOLS ORDER AND BUY FROM YOU?We try to give them as many routes as possible, including
downloading our product file onto their ordering system, and they
can also use our web ordering facility that’s totally restricted around
our education catalogue, or they can use email, fax, and phone –
whatever they like. It’s slightly different though, because some of the
schools are controlled by the council.
DOES THAT MEAN THERE’S MORE INVOLVED IN TENDERING FOR BUSINESS?There can be, but many schools control their own budgets and with
the rise of academies, more will be doing that. You can tender for the
whole of the local authority but that tends to be the major players. A
lot of our business is from customers that aren’t getting the service
from the major players.
DO YOU THINK THAT, AS EDUCATION ESTABLISHMENTS ARE GIVEN MORE FREEDOM OVER THEIR SPENDING, THE WAY WILL BE PAVED FOR INDEPENDENT DEALERS TO COMPETE MORE IN THE SECTOR?In some areas, yes. But the problem with a lot of independent
dealers is that they’re unable to satisfy 90% of schools’ requirements.
If I look back to how Office Gold was seven years ago, we might have
been able to supply some of the products schools needed, but not
many. We’ve been set up as a seamless, one-stop-shop, but those
that aren’t have an issue because schools would have to do multiple
purchase orders for different things. I don’t think it’s impossible but
it’s quite hard.
BUT IN TERMS OF SCHOOLS BEING ABLE TO SHOP WHERE THEY LIKE, DEALERS WILL SURELY BE BETTER PLACED WHEN THEY HAVE FINANCIAL AUTONOMY?Yes, but schools – particularly the bigger ones – will try to nail
down contracts with one supplier, because it’s not just the cost
of the product but the whole cost of procurement. So there are
opportunities but it’s taken us three years and a lot of investment to
even get our small business in competition with the big boys, and
we are committed to expanding that in the next few years. If we stick
within our geography, there’s no reason why we couldn’t double the
size of that part of the business in the next two to three years. We’ve
got 50% more SKUs this year compared with last year, so it’s grown
hugely. But we’re not trying to be too big, instead staying focused on
selling supplies that schools buy on a regular basis.
The corporate market was going to be tough, so we wanted to shelter the business in areas that were supported by government spending, and one of those areas was education
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SEALING THE DEALAcademies have been empowered to make more decisions on purchasing goods and services. Matt Jane spoke to some academy decision makers to discover how dealers can ensure they win the deals that matter
The new academies have caused a seismic shift in the way goods and services and
procured. This means that, even if a dealer is an old hand at selling into the education
sector, organisations will be looking for new ways of working, and new methods of
approach, resulting in new opportunities to do business.
The important factor in an academy is that they have absolute freedom to make their own
decisions, released from local authority intervention. Stephen Morales, business manager at the
Watford Grammar School for Girls (which despite the word ‘school’ in its name was one of the first
academies to open under the coalition government), suggests that academy status will bring greater
freedom for many schools. “For schools that were tied into purchasing frameworks, becoming an
academy can really liberate you away from these frameworks,” he explained.
One of the big changes for Morales has been the increased flexibility that academy status has
afforded him. “We can respond a lot more quickly to changes in the market or changes in our needs
because we are not constrained by frameworks – this means you can get more for your money.”
Gary Hargreaves, senior executive and finance director at the Q3 Academy in Birmingham,
says one of the main changes he has seen is that there is a greater flexibility in which suppliers the
school uses. “Of course, not being tied to the apron strings of the local authority means we can seek
best value in areas where they previously would have supplied the service to us,” he explains. “It’s
more about having the autonomy within our own rules, meaning we do not have the local authority
breathing down our neck and watching what we do.”
Having the freedom also makes it easier for academies to deal with smaller, local organisations.
“There is an ability to procure at a very local level and to respond quickly to changes in our
circumstances or need, or in line with opportunities that emerge in the marketplace,” explains
Morales. “There will be concerns from the outside world over how we test our suppliers and how we
ensure we get best quality, but for us it is largely an instinctive thing. Academy status allows you to
operate like that – it is a bit more like a free-market approach.”
PURCHASE AREASWhile academies have been given a fresh lease of life in terms of where they choose to
do business, the key product areas they will be looking to invest in remain the same. Main
areas for Hargreaves include IT equipment and the corresponding support and consumables;
stationery; maintenance and property services; student books and equipment; capital equipment;
and training.
Having the flexibility to shop around for suppliers makes it more interesting for academies
and Morales suggests that, while it could also make it more challenging for some suppliers, it
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essentially presents opportunities for many more by widening the supply net. “We never found
any comfort blanket in the centralised procurement system; in many cases we actually had bad
experiences. What we prefer to do is hold suppliers to account. We can give a contract for one year,
if they do a good job, they will get the contract the following year. If they aren’t up to standard then
there are plenty of other suppliers out there.”
Being an academy also removes a lot of the bureaucratic complications involved with
tendering, allowing decisions to be made quicker and deals undertaken more easiy. “We do tender,
particularly if we get involved with capital projects,” explains Morales. “But we try to make it a
practical experience and the questions we ask are designed to demonstrate best value, not aimed
at making suppliers jump through hoops.”
BECOMING A PARTNERFor dealers that already supply to the education sector, the increased flexibility in consumer choice
means it is imperative that customers are receiving the level of service they demand. Hargreaves
suggests some of the qualities he expects from suppliers are honesty, attention to detail, value for
money, understanding of his needs, good customer relations and fast rectification of problems.
“Obviously price is a big factor, but it is not the only factor,” says Morales. “When we are
considering a purchase, it has to be future-proofed. It also needs to be sustainable. It may be that
if we spend more at the outset, the purchase will be more sustainable in the long-term.”
If dealers want to make a positive impression with academies, it is important to get the initial
approach right. “If someone cold calls me I just won’t take it,” says Morales. “I simply don’t have
time to answer the volume of calls I get. It is a similar situation with emails, and postal circulars
rarely work either.”
One successful approach Morales has found for finding suitable dealers is at conferences and
exhibitions. “If it is an all-day event, then the chances are I will get round to each stand at some
point. If there is a product there that we are interested in at that time, then this is a really effective
way to open discussions. Also, when I read an article in a magazine that demonstrates some of the
solutions, it is really powerful when there is an advert next to it for a supplier that deals in this area.”
It is also important to consider the networking that takes place in schools and academies.
Hargreaves says that word of mouth is one of the biggest factors in his procurement decision
making. With academies constantly benchmarking against each other, business managers and
decision makers sharing ideas with peers, and numerous forums on the subject, it is essential
that dealers deliver on their promises and ensure customers are satisfied – the results could bring
long-term deals with current customers and beyond.
Not being tied to the apron strings
of the local authority means we can seek best value in areas where they previously would have supplied the service to us
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