Market intelligence: Ukraine
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Transcript of Market intelligence: Ukraine
Market intelligence: Ukraine
Valeria Samborskaya, Business Link, Kiev
EnglishUK
www.edUKation.com.ua
Ukraine: market intelligence
1. Ukraine as a market of potential students Why Ukraine? Background, facts & figures
2. Practicalities of working with Ukraine1. Ukrainian students – what’s to expect2. Working with agents and recruiting students direct3. Useful facts & tips
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Is Ukraine my market?
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Ukraine
Succeeded by:Russia
Georgia Ukraine
Moldova Belarus
Armenia Azerbaijan
Kazakhstan Uzbekistan
Turkmenistan Kyrgyzstan
Tajikistan Estonia
Latvia Lithuania
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Ukraine
Closer than you think!5 direct flights a day
4 airlines
3 hours flight
no visa for British citizens
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Ukraine
Key facts
Population: 45.4 million (UN, 2010)
Capital: Kiev
6 cities with population over 1 mln
Area: 603,700 sq km (233,090 sq miles)
Major languages: Ukrainian (official), Russian
Major religion: Christianity
Main exports: Metals, pipes, machinery, petroleum products, textiles, agricultural products
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Ukraine
Evaluating the market
1. Statistics
2. Target audiences
3. Background info
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Evaluating the market
New, emerging market
1. Country /market formed in 1991
2. First multinational companies set up in Kiev – mid 90s
3. Post ‘iron curtain’
1. Nobody knows brands
2. Nobody travelled
4. Long term investment /effect (VS ‘Chindia’ effect)
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Evaluating the market
British visas issued between 19/10/09 and 20/10/10
1,299 - adult student visitors going for short courses
384 - PBS Tier 4 Child Student
800 - PBS Tier 4 General Student
5,185 (visit category) – approx. 4150 students - Child visitors
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Evaluating the market
English UK Stats? (not just weeks, income)
ISC Stats – 1000 students from Russia
HE Stats – 100 new students a year
Visa Stats
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Evaluating the market
Can people go to the UK to study? The potential
1. Psychologically – need to be persuaded
2. Financially
3. Technically (visas) – need to be informed
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Target groups
Juniors100% study English at school
80% of short term student visas issued
1st priority for parents
3 months summer holidaysboarding school preparation
easy visas
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Target groups
Juniors
Homestay English plus Football
Summer schools based on boarding school campuses English plus Subjects
Summer schools based on university campuses Academic preparation
Groups VS individuals Young leaders etc.
Russian speakers factor
Home tuition
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Target groups
University students
2.5 million students
900 universities (July 2009)
visas: more difficult
* no personal income yet adults
* if no travel history – problem
* depends on how ‘official’ parents income is
GE, BE
Exam courses (IELTS, FCE)
University preparation: Foundation, Pre-Masters, Pre-MBA
English plus!!! Marketing, Law, Finance
Specialised courses for people with good English?
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Ukraine
Coming out of Ukrainian system of EducationLiteracy rate: 99.7%, ranked 5th in the world
Education: free to all, 97% enrolment/attendance
1. Schooling system
1. State education 99%
2. Start school at the age of 7
3. Anything between 10 and 12 years of education
4. ‘Atestat’
2. Academic standards
1. Broad education
2. Very demanding academically
3. English
4. Teaching style
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Ukraine
Average Ukrainian student
1. Not very well-travelled / mobile
2. Cultural awareness & expectations
3. Academic
4. Motivated
5. European mentality
6. Price sensitive, but valuing
quality over price
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Target groups
Young professionals
All multinational brands represented in Kiev
Ambitions, able young people
Understand the importance of English & communication skills
Much depends on background
Corporate sales to companies - B2B
financially able to comfortably afford 2-4 weeks
good employment – visa not a problem
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Ukraine
Different target audiences
Executives: Business owners wishing to take their business to a multinational levelTired of using interpretersGovernment officialsparents of children in boarding
schools
50+
Teacher training:99% state educationno sponsorship
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History: Spiritual & cultural heritage
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Ukraine
est. 862 Kievan Rus – ancient state
est. 988 Christianity
Mongol invasions
Middle Ages: Grand Duchy of Lithuania
Cossacks
Early modern period:Russian Empire
Habsburg Monarchy
Independent states
20th c.1917 Civil war
1921 Ukrainian & Western Ukrainian People’s Republic
Soviet Era
1991 Modern Ukraine
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Spiritual & cultural heritage
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Spiritual & cultural heritage
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Modern Ukraine
• 2004 ‘Orange Revolution’
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Modern Ukraine
• European Integration• WTO• 2012 European Football cup
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Modern Ukraine
• Modern vibrant business environment• Legal framework for operation• Interest towards world’s best practices:
>> huge interest towards English language and integrating into the world infrastructure
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Why Ukraine matters to the UK
Reason 1• It is the largest country wholly in Europe, has a population
of more than 45mn people and borders four member-States of the European Union.
Reason 2• It is the most democratic country in the Commonwealth
of Independent States, having held four free and fair national elections since 2004.
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Why Ukraine matters to the UK
Reason 3• It is a rapidly growing market. UK companies exported
£545mln of goods and services there in 2009 and have invested $2.376 billion there since 1992. The UK is the 6th largest foreign investor in Ukraine.
Reason 4• More and more Ukrainians are travelling to the UK, which
continues to welcome genuine tourists and business visitors.
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How to work with Ukraine - practicalities
Market structure
Agents:
Education abroad agencies (business)
Travel agencies (business)
Individual/self-employed consultants
Sub agents in other cities
Schools / Universities
Direct recruiting
Which cities to target
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Practicalities
Opening a new market - tips
Requires investment, investigation and time
Scholarships/ famtrips
Inward missions
Demos
Russian speaker
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Practicalities
Working with agents - tips
Key agents or all agents
Different motivation for different set-ups
bonus % on reaching a number of student weeks
sales target
look at income, not just weeks
free English course for a member of staff
fam trips
joint marketing
Long-term partnership
meeting in person
seeing the school
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Practicalities
Working with agents – tips
Terms & conditions (visas)
Russian speaker
Quick Communication
Marketing updates
‘Special offers’
Availability
Interesting
programmes!!
Direct recruiting: visas
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Practicalities
Working with agents – tips
Education abroad agents in Ukraine:
DEC
Donstream
Domar Travel Education (DTE)
Business Link
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Practicalities
Visit Ukraine (please :)
Get your brand name known
Meet agents
Meet students
Meet Visa Section staff & ECOs
Understand the market better
Where to stay
Travelling to and getting around
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Practicalities
Having Ukrainian students - tips
Expect late bookings
Teaching style expectations
Accommodation & host family expectations
Cultural differences: smile
Brief them about cultural differences
A small discount for returners works
Business Link Educational Agency, Ukraine
1997 - 2005General English School for individual and corporate clients Education in UK Department
2005-2008Business-Link is a Corporate Training Provider in English Education in UK Department
2009Business-Link is Education in UK Agency ONLY
14 years of experience of linking UK and Ukraine
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Business-Link - Building partnerships!
• 14 years of experience
• UK only
• 500+ students a year
• 2 targeted fairs a year
• Links with corporate clients
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Educating the market
• Doing Business in English– October 20th 2011– English language & University pathways
– 17 participants in 2010, 4 UK universities, BEUK
• Boarding Schools Weekend– February 19-20th 2012– 28 boarding schools in 2011– 3 summer schools
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Educating the market
• Demos & seminars • First hand information
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Bringing clients together
• Parents Club
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Bringing clients together: web
• Blog
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Building partnerships – venture out to Kiev!
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Crimea
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Driving from Kiev to Odessa
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Crimea
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Castles around Ukraine
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Crimea
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Kiev architecture
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Lviv – Western Ukraine
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Carpathian mountains
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Carpathian mountains