Foreign Language School

The Present Situation: 

Tu veux gagner de l'argent?

People learn foreign languages for various reasons: for fun, to improve their career prospects and economic situation, or with hopes of social immigration to a foreign country.

Nowadays, some schools offer foreign languages as part of the curriculum or as an additional subject.

Additionally, the internet provides numerous resources and apps for learning foreign languages. However, discipline can be a major challenge with online learning, and the pace may be slower.

Another option is language schools, many of which are located in cities like Nairobi and Mombasa. These schools may be independent or associated with the native country, such as the Alliance Française for French or the Confucius Institute for Chinese.

But what about individuals in remote areas like Meru who want to learn a language like French?

For example, a young lady may have a passion for French and sees it as beneficial for her future economic prospects.

 

Context

·         increasing immigration to foreign countries for economic reasons.

·         Parents wanting their children to stand out or have 'exceptional' hobbies.

·         Internet access allowing many in the population to explore foreign cultures.

·         Social pressure in urban areas to outperform peers.

·         The gap year after completing the Kenya Certificate of Secondary Education (KSCE) and before college, traditionally used for computer courses, being utilized for various courses and purposes.

 

The Opportunity

The opportunity lies in establishing a foreign language school in the larger county towns. The college would offer a limited number of foreign languages as short courses, aiming to equip learners with basic language skills.

A key feature of such a school would be the ability to effectively communicate in the basics of the language.

How It Would Work

You acquire a space and brand it as a foreign language school. You hire teachers to come and teach on a full or part-time basis. Students enroll, pay, and learn the language of their choice. Economic motivation serves as a strong driving force for enrollment.

 

Characteristics of the Product

ü  Focus on a few core languages.

ü  Positioned for both career advancement and personal hobbies.

ü  Accommodates both adults and children.

ü  Operates for extended hours to cater to different schedules.

ü  Offers flexible payment options.

ü  Emphasizes speaking and writing proficiency in the language.

ü  Employs skilled and engaging teachers.

ü  Provides a fun rather than rigid learning experience.

ü  Incorporates interactive and practical learning activities.

 

Product Possibilities 

ü  A standalone foreign language college in the counties.

ü  A standalone foreign language learning center complemented by premium online learning resources.

 

Revenue Model

·         Tuition fees paid by the students.

·         Fees paid to access extra online resources.

 

Validation

·         Search numbers

·         Existing language schools

·         Inclusion in curriculum

·         Number of students in established training centers such as Alliance Franchise

 

Back of the Envelope Calculations

 

·         Fees per student: Kshs. 6,000 per month

·         Duration: 2 months

·         Number of students:  30 per month

·         Total Revenue per month: Kshs. 180,000

·         Major expenses: Teachers, Rent, Marketing

 

Teachers can be paid per student. Additional possible figures to consider:

 

Process

 

·         Identify location

·         Determine the languages to offer

·         Tentatively identify potential teachers

·         Identify suitable premises

·         Acquire necessary licenses

·         Procure operational equipment

·         Set up the learning center

·         Develop marketing strategies

·         Execute marketing campaigns

·         Launch the language school

 

Challenges

·         Securing qualified teachers, especially in certain locations. It's not just about finding individuals proficient in the language but also capable of effectively delivering lessons.

·         Attracting a critical mass of students. Despite existing demand, it's unrealistic to expect an immediate influx of students. Building enrollment takes time.

·         Communicating the benefits of learning a new language effectively to prospective students.

·         Potential competition from more established players entering the market, such as Pettans College introducing Arabic courses.

Haters

Objection: There are numerous free online resources available for learning any language.

Counter: While online resources are abundant, they can't replicate the interactive learning experience provided by a fun, one-on-one classroom environment.

 

Objection: People may only be interested in learning Arabic and Chinese.

Counter: Not everyone aims to work in the Middle East or China. Many aspire to opportunities in Europe or international organizations. Arabic and Chinese might be popular due to their accessibility, but languages like French and German also hold appeal, especially for parents of primary school children.

Objection: It would be difficult to find foreign language teachers in the counties.

Counter: You'd be surprised by the level of expertise and availability of skilled individuals in Kenya, even in rural areas.

Objection: Learning a foreign language is not a priority in Kenya.

Counter: While it may not be a priority for everyone, there's a growing recognition of the benefits of multilingualism, including enhanced career prospects and cultural enrichment.

Objection: The market for foreign language education is too niche.

Counter: While it may not appeal to everyone, there is a sizable segment of the population interested in learning foreign languages for various reasons, including travel, career advancement, and personal growth.

 

Resilience to Economic Downturn

Learning a foreign language is often considered an extra expense, except when it serves economic purposes. In such cases, language education tends to remain resilient to economic downturns.

Competition

·         Internet

·         Language schools in some locations

·         Language lessons in some schools

Purchase Frequency

Once in two years.

Substitutes

·         Internet

·         School

 

Critical Success Factors:

·         Choice of languages offered

·         Selection of qualified and engaging teachers

·         Effective marketing strategies

·         Strategic location of the language school

·         Quality of teaching materials and resources

·         Flexibility in scheduling and payment options

·         Continuous improvement and adaptation to student needs

What do you think ? Please leave a comment below.