Designing a Language School business model

Written by on 20/09/2016 in Blog

51741368 - business model concept on the gearwheels

As mentioned in my previous post, I wanted to develop with more details what would be a “laboratory design” of a business model for a Language School. Although it may look a bit theoretical, it is based on experience and always could be refined with your valuable input and comments.
Let us go through the steps described in the previous post.

Mission statement

Must be short, concise and clear. All members of the organization must know it and understand it.
It has to drive company members into action.

Examples of mission statements:

“Deliver the right language education at the right time to the right people”
If we analyze the implications of this statement, we observe that commits the company and its members to:
• Perform with quality
• Respond with sense of urgency
• Qualify the student to delivery appropriately

Objectives

Break down your mission statement into actions required and set a deadline to accomplish the action. Deadlines may establish business cycles, i.e.: every end of education year.
Objectives lead you to succeed in business.
Objectives must be realistic and may refer to the different actors and players of the business model

Examples of objectives:

• Achieve 90% student satisfaction at the end of every course
• Achieve 75% student progress within an education cycle (year)
• Offer a 24/7 education service through online education
• Deliver teacher driven sessions either face to face or virtual classroom
• Level students and offer differentiated education programs
• Offer a highly balanced cost performance program
• Attract and retain the best teachers in the market

Business Model

Explains how the flow of business takes place, what are the roles played by the different actors identified in the different processes executed by the company.
A language school business model may contain several of the following business processes:

  • 1. Student Relationship Management (SRM)
    • a. Marketing process (Online and/or Traditional)
    • b. Student Acquisition process
  • 2. Education Content Management process
    • a. Creation
      • i. Lesson plan creation and documentation
      • ii. Online content creation
    • b. Reuse
  • 3. Training Delivery process
    • a. Face to face
    • b. Distance teaching (Telephone, Skype)
    • c. Online teaching and student support
  • 4. Quality Assurance process
  • 5. Business Management process (Invoicing, Billing, Salaries, etc.)

Each of these processes will contain sub-processes to cover varied scenarios.

Teaching Modes:

In this section I’d like to present some real language school cases performing more specific offers to the market.
If we consider the different and varied business models existing in the market, we identify the following ones:
1. Teach face to face only
2. Distance Teaching (Telephone, Skype, Hangouts, etc.)
3. Teaching through a Virtual Classroom
4. Online teaching only
5. Blended approach (online + teacher driven)

We may agree that these five cases represent 95% of what is happening in the market. Let use consider which processes are used in each case.

LANGUAGE SCHOOL BUSINESS PROCESSES ACCORDING TEACHING MODES

 

LANGUAGE SCHOOL BUSINESS PROCESSES ACCORDING TEACHING MODES
SRM Education Content Management Training Delivery Quality Assurance Business Management
Face to Face (F2F) Customized Lesson Plan As usual Monthly test graded by hand As usual
Distance Learning Customized Lesson Plan As usual Monthly test sent by email and graded by hand As usual
Virtual Classroom (VC) Teaching Customized Customized Lesson Plan Late session recording + documentation by email Monthly test sent by email and graded by hand As usual
Online teaching Customized Lesson Plan + Online documentation building Student self-study + eTutor support Continuous tests: automatically graded for Grammar, Reading and Listening

Manually graded for Speaking and Writing

Integrated with LMS
Blended Learning Customized Lesson Plan + Online documentation building Student self-study + eTutor support + Teacher driven sessions (F2F or VC) Continuous tests: automatically graded for Grammar, Reading and Listening

Manually graded for Speaking and Writing

Integrated with LMS

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