rsm july 2013 · centers system sales avg sales / center 2011 87 29,311,322 335,912 6 of 9...
TRANSCRIPT
RSM July 2013
Franchising Meeting
Bologna 13 Giugno 2013
AGENDA
10.30 -11.00 Welcome
11.00 - 11.30 Business Overview (Emiliano Battaglia)
11.30 - 13.30 Present & Future (Giovanni Morgera)
13.30 - 14.30 Lunch
14.30 - 16.00 Market Leader & English Fit - Digital DM
(Sergio Molinaro – Craig McVie)
16.00 - 16.30 Coffee Break
16.30 - 17.30 Financial Services - New Transfer Procedure
(Emiliano Battaglia - Sergio Molinaro)
People
Product
Consistent
Constant
Process
Compliant
One
Together
Ex Students
(alumni)
Prospects
(Contatti)
Clienti
Wall Street
Members
Slow
growth
Local &
Fragmented
Global &
Integrated
Variable
experience
Limited
support
Two
names
two logos
One name
One
brand
Franchisees
better
supported
Common
experience
New
products,
markets &
revenue
streams
Proliferation
of
technology
Fast moving
consumer
trends
Growing
competition
More online
tools
Flexibility,
choice &
results
Local &
global
players with
significant
funding
Consumer
comfortable
with
technology
Social
networks
matter,
world-wide
DEPLOY DIGITAL PLATFORM
LAUNCH THE NEW MARKET LEADER PRODUCT
LAUNCH ENGLISH FIT
LAUNCH DIGITAL DIDACTIC MATERIAL
CONTINUE WORK ON A NEW PLACEMENT TEST
SCOPE AND RESEARCH NEW SUPPLEMENTARY PRODUCTS IN
CONJUNCTION WITH PEARSON
A NEW LEADING EDGE CENTER DESIGN CONCEPT WILL BE
LAUNCHED IN CHINA
THE ONCE IN A GENERATION RE-BRANDING
BUILD OUT OUR ONLINE OFFERING: CLASS RESERVATION, ONLINE
CLASSES
BUILD OUR BUSINESS SYSTEMS TO SUPPORT GROWTH (SALES CRM,
HR, FINANCE)
INTRODUCE AN E RECRUITMENT SYSTEM
POSSIBLE FURTHER ACQUISITION WITHIN NETWORK
1st Module Release (Leads/Campaigns/TMK)
2nd Module Release (Sales Automation)
GA
Beta Release to
Select Markets (Pilot)
CRM
DDM-2
DDM-1
MAC
SUPPORT
1Q
2013
2Q
2013
3Q
2013
4Q
2013 2014
Design Stage Solution Configuration Stage
Design Stage Workbook Content Conversion
Mobile Apps Development
DIGITAL
PLATFORM Beta Release
(Soft Launch to select
Markets)
Alpha Release
(International Review) Global Release with Initial
Feature Set
Next Phase Feature Set
Ongoing Releases
DONE
DONE
80% of the information on the Internet
5 of the largest broadcasting companies
English
in the world
3/4 Want to be...
1/4 English
Speakers
English is a £32bn market, driven by direct delivery models.
The top ten countries account for 67% of spending
Testing
Digital
Test Prep
Institutional resources
In-home retail
PLS children
Corporate
Destination learning
PLS adult
Turkey
Russia
Italy
Indonesia
Mexico
Spain
Germany
India
Brazil
Japan
Korea
China
0 14 2 4 6 8 10 12 0 4 1 2 3
Source for both charts: Pearson estimates
Our share of the market is under 2%, and China is the
only market where we have achieved some scale
Testing
Digital
Test
Prep
Institutional resources
In-home retail
PLS children
Corporate
Destination learning
PLS adult
Turkey
Russia
Italy
Indonesia
Mexico
Spain
Germany
India
Brazil
Japan
Korea
China
0 14 2 4 6 8 10 12 0 4 1 2 3
Source for both charts: Pearson estimates
2%
0%
5%
17%
n/a
0%
1%
n/a
1%
1%
1%
2%
0%
1%
1%
2%
0%
1%
1%
0%
5%
Personalisation: needs meet solutions
CORPORATE (5)
AMERICAS ASIA EMEA
Brazil China Germany
Indonesia Italy
FRANCHISE (23)
AMERICAS ASIA EMEA
Argentina Hong Kong Czech Republic
Korea France Chile
Thailand
Israel Colombia
Morocco Ecuador
Portugal Mexico
Russia Nicaragua
Saudi Arabia Peru
Spain Venezuela
Switzerland
Turkey
Malaysia
Vietnam
2010 2012
351
418
461
2011
$ M
TERRITORIES CENTERS SYSTEM SALES ($M) GROWTH SALES / CENTER ($000s)
2006 25 344 266 19% 773
2007 25 377 343 29% 910
2008 28 428 379 10% 886
2009 26 408 343 -9% 841
2010 27 431 366 7% 849
2011 27 449 418 19% 931
2012 26 460 461 10% 1,002
CENTERS SYSTEM SALES AVG SALES / CENTER
2011 87 29,311,322 335,912 6 of 9 territories grew
2012 83 31,455,183 378,978 7% increase in system sales
Change -4 7% 12% 12% increase in sales / centers
AMERICAS
CENTERS SYSTEM SALES AVG SALES / CENTER
2011 86 200,524,362 2,331,679 4 of 5 territories grew
2012 95 254,745,925 2,681,536 27% increase in system sales
Change 9 27% 15% 15% increase in sales / centers
ASIA
CENTERS SYSTEM SALES AVG SALES / CENTER
2011 276 187,204,243 678,276 3 of 12 territories grew
2012 282 175,512,965 622,386 6% decrease in system sales
Change 6 -6% -8% 8% decrease in sales / centers
EMEA
ASIA 2012 System Sales
(USD)
2011 System Sales
(USD) Growth
% of regional
sales % of global sales
CHINA 197,069,622 154,433,202 27.61% 77% 42.7%
HONG KONG 6,898,145 5,867,618 17.56% 3% 1.5%
INDONESIA 8,947,096 7,935,009 12.75% 4% 1.9%
KOREA 17,587,061 17,818,288 -1.30% 7% 3.8%
THAILAND 23,536,057 13,361,344 76.15% 9% 5.1%
TOTAL 254,745,925 200,524,362 27.04% 100% 55.2%
2012 SYSTEM SALES DETAIL
EMEA 2012 System Sales
(USD)
2011 System Sales
(USD) Growth % of regional sales % of global sales
Czech Republic 956,233 831,894 14.95% 1% 0.2%
FRANCE 49,240,872 52,502,910 -6.21% 28% 10.7%
GERMANY 26,267,872 27,313,960 -3.83% 15% 5.7%
ISRAEL 10,973,618 11,565,606 -5.12% 6% 2.4%
ITALY 35,692,832 40,672,918 -12.24% 20% 7.7%
MOROCCO 388,360 449,861 -13.67% 0% 0.1%
PORTUGAL 12,264,820 15,388,893 -20.30% 7% 2.7%
RUSSIA 7,618,019 8,144,109 -6.46% 4% 1.6%
SAUDI ARABIA 10,546,966 7,455,714 41.46% 6% 2.3%
SPAIN 2,348,558 3,440,332 -31.73% 1% 0.5%
SWITZERLAND 8,042,612 8,416,753 -4.45% 5% 1.7%
TURKEY 11,172,202 11,021,292 1.37% 6% 2.4%
TOTAL 175,512,965 187,204,243 -6.25% 100% 38.0%
2012 SYSTEM SALES DETAIL
Latin America 2012 System Sales
(USD)
2011 System Sales
(USD) Growth
% of regional
sales % of global sales
ARGENTINA 3,969,064 4,000,899 -0.80% 13% 0.9%
BRAZIL 2,073,605 1,913,640 8.36% 7% 0.4%
CHILE 9,000,006 9,629,749 -6.54% 29% 1.9%
COLOMBIA 5,623,370 5,208,544 7.96% 18% 1.2%
ECUADOR 3,192,857 2,914,521 9.55% 10% 0.7%
MEXICO 418,335 138,466 202.12% 1% 0.1%
NICARAGUA 257,759 279,487 -7.77% 1% 0.1%
PERU 1,016,000 677,798 49.90% 3% 0.2%
VENEZUELA 5,904,186 4,548,218 29.81% 19% 1.3%
TOTAL 31,455,183 29,311,322 7.31% 100% 6.8%
2012 SYSTEM SALES DETAIL
2011 2012 Growth
Total Students 190,649 191,276 0%
Study Sessions Started 5,956,742 6,268,751 5%
Total Classes Given 1,346,589 1,463,675 9%
Renewal Contracts 34,678 33,542 -3%
STUDENT STATS
Market Leader
Digital DM
New Transfer Policy
English Fit
Rebranding Strategy
Riforma del Lavoro
The New Brand
This is what we do and business reasons to do it
Part 1
REBRANDING: Why?
FOR WALL STREET ENGLISH TO BE RECOGNISED AS THE WORLD’S LEADING BRAND IN ENGLISH LANGUAGE TRAINING
To be the BRAND LEADER In English Teaching
The Pearson Vision
Local company or....
A Truly Global Player
One Global Brand Ony working as ONE will make it happen!
Consistency + Compliance = Trust = Real Global Leader
Rebrand Identity
• Leaders
• Innovators
• Responsible
• Personal
• Nurturing
• Inspiring
WSE BRAND VALUES
BRAND IDEA
It is memorable, easily recognized and represents our passion: teaching the world
English
The “Door” is a new world of opportunities
Creative
Marketing
Agency
PROXIMITY LONDON
Key contact: Nick Orsman
IntL Head of Data
DLVBBDO MILANO Key contact:
Emanuela Munafò Account Director
ATMOSPHERE PROXIMITY NY
Key contact: Sebastian Shap
Account Director
Hub Hub Partners
BBDO HUB FOR WSE
BBDO Germany Helge Gruettke
Business Dev. Dir.
ALMAP BBDO Brazil
IMPACT BBDO Dubai
BBDO India
CLM BBDO Valerie Accary
CEO
BBDO China
ATMOSPHERE PROXIMITY NY
PROXIMITY LONDON
DLVBBDO MILAN
BBDO Network for WSE
V. Amenta - D.Fiori
Deputy Creative Directors
Team Creative Hub Team
P. Tapia
Creative Technologist
Digital Creative Team Graphic Design Team
F. Pepe – S. Siani
Executive Creative
Directors
E. Viora – A. Jaccarino
Digital Creative Directors
BBDO HUB TEAM
CREATIVO
Primary
Secondary
MASTER LOGO
Primary in
Negative
Secondary in Negative
MASTER LOGO
LOGOMANIA
GENERAL – HEADED
NOTEPAPER
GENERAL - ENVELOPES
GENERAL
GENERALE: BUSINESS
CARDS
GENERAL: SIGNATURE
GENERAL: PENCILS AND
MUGS
• New tools
• Icons
• Model/template for Office
MARKETING
• Levels
• Acquisition cycle
• The WSE journey
MARKETING
• Sales brochure
• Trifold Sales Brochure
• Corporate Sales Brochure
• Contratti
• PCP
SALES
• Appointment cards
• Student cards
• Certificates
• Graduation Pack
SERVICE
• Social media skin:
– YouTube
– Wordpress
• Banners
• Video intro
• SocialToolkit for rebranding
• 4-week post plan for
rebranding
SOCIAL
COMMUNICATION TOOLKIT
REBRANDING
Change is Future…
CHANGE IS FUTURE
NEW CENTRES
BREAK THROUGH THE WALL
NEW PRODUCTS
MARKET LEADER
DIGITAL DM
ENGLISH FIT
Back translation:
Your English
----------------
Get your English Fit
Fit your Chanllenge
-----------------------
Miss «Double –
meaning»
DIGITAL FUTURE
DIGITAL FUTURE
• WSE WORLD
• WEB GLOBAL TEMPLATE
ECOSYSTEM
www.wseworld.com
www.wallstreetenglish.com
Vostro sito www.wallstreetenglish.xx Il vostro sito si collega alla DP con la possibilità di trascinare il contenuto nello stesso CMS (es: English test) Il vostro sito continuerà a convivere con la DP
DIGITAL FUTURE
WSE WORLD
WSE World…
BUSINESS BENEFITS
• Platform to support the WSE Global Strategy
• Increasing global leads and contacts – attracting the «maybes»
• A starting point to satisfy the needs of our clients and potential
clients and the possibility to cross-sell
• Make contact with global students and the world to increase
retention, offer direct support, build strong and long lasting
relationships with an overall vision for WSE
WEB TEMPLATE
OPPORTUNITY
• STRONG AND UNIQUE IMAGE
• FLEXIBILITY ON A GLOBAL,
NATIONAL AND LOCAL LEVEL
• ACCESS FROM ANYWHERE
No Walls…
REBRANDING TIMELINE
Rebranding
materials
disponibili
Change the future
comunicazione
interna
Nuova
campagna
affissione +
lancio nuovo
Webtemplate
Rebranding delle
insegne +
comunicazione
esterna: PR
announcement
Q1 2014 Q1 2014 Q1 2014 Q4 2013
Rebranding
toolkit pronto
per la stampa
Q4 2013
Rebranding
toolkit
translation/
set up
Q3 2013
Bologna
Giugno
2013
… in Italia ?
• 4 solutions for the most common requests:
Waystage, Upper-Waystage e Threshold
What is EnglishFit?
Renewals Cross
Selling Referrals
New
Business
Marketing
• Created in collaboration with Pearson ELT and material
from:
• 288 NEW Complementary Classes
What is EnglishFit?
Let’s have a look…
Digital Didactic Material…
Market Leader 2013
Sandra Assenzo
Training Plan Outline
• Introduction to Market Leader by WSE
• Hands on practice - SM admin tasks
• Hands on practice – Active Teach and MyEnglishLab
• Didactic material – Course Books and Teachers’ Books
• Preparation and presentation of lesson plans
Who is Market Leader for?
Market Leader
• Pearson
• English for Professionals
• A1+ to C2- CEFR
• Instructor Led
• Blended learning
OBJECTIVE
Co-branded Coursebooks
• Market Leader by WSE Student Class Book
– Student Book
– Practice File
– Audio CD
– DVD
• My English Lab
• WSE Global Community
• Subscription to FT.com
Student Material
• Market Leader Teacher Resource Book
• Market Leader Active Teach
• My English Lab Course Access
Teacher Material
Course Structure
• Now it’s time to look at some detail…
CEFR A0 A1 A2 B1 B2 C1 C2
• 8 levels
• Waystage 1 – Milestone 3
Course Structure
• 1 Level
• 6 Units
• 5 Lessons
• 1.5 hours
• 45 hours ILC
• 15 hours MEL
• 60 hours
per level
• 30 classes
• 30 weeks
Level Structure
Weekly teacher led lesson 90 min
+
MyEnglish Lab/FT session for 30 min
Scheduling – Unit
breakdown
Week A Week B Week C Week D Week E
Discussion
and
Vocabulary
Listening
and Reading
Language
Focus and
Skills
Case Study For Today
Interactive
My English
Lab
My English
Lab
My English
Lab
My English
Lab
For Today
Class
Topic
Intro
New
Vocab
Lesson
1
Reading
Authentic texts from Financial Times
and other business sources
Lesson 2
Listening
Interviews with industry
experts and businesspeople
Lesson 3
Skills
Communication
& professional
Useful phrases
Language Review
Grammar focus and
practice
Case Studies
Realistic business
situations
Business
correspondence
tasks
Lesson 4
Corporate client to choose between:
• Flex Complementary Classes
• Business Complementary Classes
• Fortoday Classes
Lesson 5
MyEnglishLab
• Testing
• Book order
Pre-sales
1. FT – Create access to global online community and FT
2. MEL – Set up access for teachers and create courses
3. MEL – Set up access for students and assign them to courses
4. Add student to software or files to track in classroom
attendance
5. First Lesson prep
Start up
• Half hour lesson with guidelines
• Presentation for the students
• Material we provide students:
– Course books with DVD rom and CD
– Headsets (optional)
– New welcome letter
– New calendars
– Student access cards for MEL and FT
– How to access FT guide
First Lesson
• MEL – Assigning unit tests
and progress tests
• Reporting – monthly reports
on MEL and teacher led
classes
Course Management
Lesson Planning
• Teacher’s Resource Book
– The full ML level (12 units)
– Detailed lesson notes using the course book and practice file
– Additional resources for listening, speaking, reading and writing
• Active Teach
– All the audio tracks and videos
• Access to MEL
– Assign unit and progress tests
– View gradebook
Market Leader
Thank You !