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.