Nigel ToplisManaging DirectorRecognition Express LimitedComputerXplorers Limited

Chairman of bfa

ComputerXplorers is part of the world’s largest franchised network providing quality technology education for children.

Computertots Computer Explorers in the US

Franchising in the US since 1988

Over 100 US franchisees

Part of the ICED group of companies

ICED is master licence holder of Kall Kwik

A new business opportunity

Home-based franchise Offering weekly technology classes to children Children aged 3-13 years Technology skills – promoting academic readiness for younger

children Technology skills to improve learning, productivity and

performance for older children From core computer skills to spreadsheets, graphics

programmes, robotics and engineering Wide range of venues: nurseries, playgroups, after school clubs,

schools, holiday activity schemes etc.

Why this business?

‘…pupils using ICT more often achieve higher than predicted GCSE results…’

BECTA ImpactCT2 Report 2004

‘…information and communication technology (ICT) makes a massive addition in value to the teaching and learning in students and young people in our society…’

Charles Clarke, Secretary of State for Education January 2004

Why this business

“Helping every child reach their full potential and closing the attainment gap between disadvantaged young people and their peers will be the top priority behind education policy”

“By 2010-11, the Department for Education and Skills will be investing over £1 billion more than today”

“By 2010 all schools will be extended schools, offering activities from 8am to 6pm, five days a week, 48 weeks a year in response to demand”

Alan Johnson, Secretary of State for Education and Skills

Huge potential market

11 million children in the UK

34,000 nurseries and pre-school groups

24,000 primary schools

Numerous after school and holiday clubs

Experience and expertise

100+ franchisees in the US

22 years of US experience

Part of the Recognition Express Group

Recognition Express: Franchisor of the Year 2003

Getting together

Investigation Research Market Potential Best fit business Rational deliberation Brand development

Getting together

Getting together

Relationships ‘Chewing the cud’ Did it ‘feel good’

thereafter Investigation Research Market Potential Best fit business Rational deliberation

Coming from US Retain the best

Remove the worst

Anglicise the proposition

Moulded to UK requirements

Coming from US

Business to business

< relationships

< activity

< good marketing

< building a brand UK is different US knowledgeable and understanding

Coming from US

Send all Franchise Owners to US Work closely with US on curriculum development On going monthly conference calls Maintain very open dialogue Visit US at least once/year Swap areas of best practice

UK Launch Changed name Amended the logo Removed red, white and blue

Invested huge monies in marketing

< centralised programmes

< collateral

< PR

< Training

< Database validation Decided to go down ‘pilot’ route

Marketing Plan

Current Status

Seven pilot Franchise Owners Roll-out on plan Objective is 20 by December 2008 Strategy is to continue pilot to March 2008

Current Status

Very happy with brand, business and potential

Learnt some lessons

< not cheap!

< not everything is importable

< recognise your market

< licence is only the start

< be true to your vision

< work together!

‘I want every child, every young person, wherever they are, to achieve their full potential. ICT has an important place in making this possible.’

Secretary of State for Education and Skills

www.computerxplorers.co.uk

Thank You