"Business & Society

"
Prof. Susan C. Schneider Jerónimo Calderón

Master of Science in Management 2012-2013 University of Geneva

DINDA Laila Sukma FRATALOCCHI Mélissa KÖPPEN Bianca RASORI Vanessa TSANG Ching Yee Kathy

will face several processes of selection such as the filtering. we will teach not only to students but also to the existing teachers that will allow robust social impact on the society through continuous and sustainable provision of language skills.000CHF per year (see Appendix 3). With the total of 67. search for more schools. main activity and review. we will have a periodic review. the volunteers. preparation. the management and the beneficiaries. who will be high-school students in Indonesia. In the second year. We identified a number of competitors in our main activities such as LiveMocha. we plan to expand our project by covering more schools and invite more donors from both Indonesia and Switzerland to join us. Further. . We have created a budgeting plan for one year operational cost. We will perform review and surveillance to adapt for the better implementation. we partner with Yen Marketplace for project development coaching and AIESEC Geneva as a volunteers source.Executive Summary Going Global Indonesia is a non-profit association with the aim to teach languages to and share international culture with our target beneficiaries. Looking at the milestones plan. at the first year we will establish the association and register in the canton of Geneva whilst we will perform the filtering and preparation activities. and Khan Academy. business partners and donors to participate and contribute to the project and thus ensure the effectiveness of the social impact. Currently. In the third year. The pilot project will be started in August 2013. and invite local and international companies as well as partners to become donors. i.com.e. British Council. We encourage our stakeholders such as the volunteers. Each participant. we are looking at building the young generation in Indonesia to be multilingual and internationally exposed individuals that will be welcomed in the international market with their wide-open hands. All processes are transparent and allow surveillance from any interested stakeholders. We believe that many more active partners will join as well. and are confident to say that our philanthropic project will be sustainable.

................................................ 3 3........................2..................................................................... 10 Appendixes ................................................................................................. 3 2........1................................1..................................... 1 1.....................1.......... Competitors ........... objectives and activities ..... 2 1.......................1............................................................................................................................................................................................ Management process ..............2 Education .................................................................. 3 3............................2.......................................................... Schools ................ mission.....4.............. Milestones and future steps ....................4................ 3 2............................................... Financial projections ....................................2..................................................................4...... Partners ...........................................................3..............1 The Market ............. 2 1..................................................4...................... 3 3................................................................... People ............................................................................................................................... Management team .........................................................4.................................. Market research ............... 2 1............1..................... Students ............................................................................ Legal issues .................... Beneficiaries process .............................................. 5 3.....3............................................................................................4................................................................................................................ 8 3............................ Estimation of market size . 2 1. 3 3....... Process .................... 1st year ........................................................ 3 2......... Activities .................................................... Mission ........................... 1 1........................................2.... 6 3............. 1 1........ 8 4................. 13 ......1...........3...................................................................................................................................... 5 3............................................................ Vision...... Objectives ................................................................................................................... 6 3.......................................................1................................................. 1 1...........1................................................................................................................. Current partners ......................... 4 3................................................................................................. 3 2. 5 3...........................................................................................................2........................................................2...... Volunteers process .................... 2 1..................1.... 1 1.....3.....1................ 3rd year and further ........3................................... Local office in Indonesia .............3................... 11 Appendix 2 ........................................................................... 8 5........1......................................................................................Table of contents 1.............................................................2............................................................................3.......................................................3.....1 Demographics ............................................................ Vision ................................................................ 4 3................................................ How we will deliver our service........................ 3 2..........................................3 Tourism ......1.....3...........................................1............................................ 2nd year ............................................................................ Beneficiaries ................................................................ 11 Appendix 1 ......................................................2...................... Volunteers ..........2........4.... 5 3............. 12 Appendix 3 ............................ 4 3...................................

24% compared to the about 7 million in 2010. In a developing country like Indonesia.1 Demographics Indonesia is a country of 250 million people. As English is a language frequently used in tourism. The country still struggles with poverty and unemployment. our venture addresses a real and important need in the Indonesian society and economy. sometimes since the first 6-year educational cycle (6-12 years old). but it still depends on which type of school the student goes to (World Bank and Education in Indonesia). German and Italian are not commonly taught in the first 9-years curriculum. Tourism has been growing steadily in the past few years. corruption.html 1 .contentMDK:231 87196~pagePK:146736~piPK:146830~theSitePK:226301. Moreover. we can see that teaching a language to the Indonesian youth can make a real impact. it is not commonly spoken on a daily basis.2 1.org/WBSITE/EXTERNAL/COUNTRIES/EASTASIAPACIFICEXT/0. together with a high number of local dialects. Market research 1.26 per visit. it is then essential to be learned.1 1.gov/library/publications/the-world-factbook/geos/id. This program will benefit in particular students from low- 1 https://www.84 days.00. and unequal resource distribution among regions (CIA. and thus reduce poverty through better professional and life opportunities.1. tourism is still growing.worldbank. As an increasing number of tourists are coming to Indonesia.3 Tourism Tourism in Indonesia is an important component of the Indonesian economy as well as a significant source of its foreign exchange revenues. English is taught in the school curriculum. the number of international tourists visiting Indonesia reached a peak of 7. Spanish. German or Spanish for example.. Some schools offer this option during the Senior High School level (16-18 years old). Apart from English. tourism is the basis for economic development and essential to boost small local businesses. the average spending amounts at US$1. Other foreign languages such as French. Overall. However. inadequate infrastructure. Malaysians and Australians.1. From the information provided above. Setting the length of stay at 7. English nowadays is also used in commerce and international relations. Therefore.1.1 The Market 1.118. Languages are needed to improve education. a complex regulatory environment.cia. Most of the tourists are Singaporeans. The World Factbook). For this reason.html 2 http://web.2 Education The most widely spoken language is Bahasa Indonesia. making it the 4th most populous country in the world (as of July 2012).65 million people. so it is an important asset to have on your CV.5% of these people live below the poverty line (2011). an increase of 9. In 2011. by allowing them more opportunities in terms of career as well as opportunities to go abroad or work for an international company. our project also involves the teaching of other foreign languages. 12.1. it can significantly contribute to improve the country. like French. other foreign languages can also improve the future of young Indonesians.

second year= 6 schools. our project offers sponsorship for the students and schools to ensure that these beneficiaries focus on studying rather than trying to find ways to pay their education. The current challenge lies in the teacher’s quality and their confidence to pronounce the language perfectly.org/english).income families. 1. The students willing to take part in the language classes will have to be registered as a high school student with good grades. third year= 10 schools) and classes with 15 students. This constitutes our competitive advantage over the Khan Academy. Schools We are targeting two schools for the first semester and an increase of two more schools in the second semester of the first year. we will try to provide necessary equipment through the collection of commodity donations. getting to know new cultures and broadening their personal horizon. British Council offers free English course (www. this class size will encourage better a learning process and interactive lessons. 2 . we might reach up to 300 students for the first 3 years of operation.com) offers an interactive language teaching for anyone online with tuition fee. 1. Based on what research suggests and on our personal experience.1. 90 students in the second and 150 students in the third year. With the target to sustainably cover especially the less developed areas in Indonesia. we believe that the project has the potential to expand to more schools even quicker in the years to come. Therefore. those who usually can not afford the best schools or pay for some extra curricular language courses. interested and motivated in learning foreign languages. Hence.khanacademy. With the same concept on Internet interface and interactive learning. 1.3. Competitors Live Mocha (www. but this excellent platform does not offer language courses on their list. Students We will initially target 15 students in each school and a total of 60 students in the first year.2. Once our association is settled in sustainably. Estimation of market size We intend to accept 15 students in each school for each session.livemocha.org) that offers free video and interactive learning for various types of courses. 1.2. we help them to continuously improve and sustainably provide this perfection to the students. we will implement a selection process to ensure the quality of our teaching through small classes.2. The targeted schools are required to have internet access and be in possession of a projector.2. Beneficiaries 1.britishcouncil.4. sufficient computer units. Our project offers the same free English learning aims for the regular English teachers. headsets and microphones. These students will be between 14 and 18 years old. The closer competitor is the Khan Academy (www. We think that with an increase of minimum 2 schools registered every year (first year =4 schools.1.

Coordinate the team in both Geneva and Indonesia. Vision. Management team Geneva Office In order to constitute the management team in Geneva. Current partners YEN Marketplace provides their in-kind contribution to this project as the coaching provider for project development with a duration of 12 months sessions for the association’s members and management team. operations.2. monitoring of the managers. 2. How we will deliver our service 3. 2.4. business development and education. the young Indonesian participants can communicate in more than one foreign language and the teaching quality of participating English teachers in the high school level will increase. objectives and activities 2. Activities The main activities to achieve objective 1: Students communicating in more than one foreign language · 1 level increase on foreign language skill in 90 hours course · 2 hours/week long-distance course in 2013 · 15 students in for each one pilot school in 2013 · 6 volunteers for the project in the pilot school in 2013 · An increase of 1 school project/year. both verbally and in writing. 2. The main activities to achieve objective 2: English Teachers increase their English level · Ideally. 3 . Vision To create opportunities and mobility for Indonesian youth in a global society through proficiency in foreign languages and expanding their knowledge of other cultures 2. AIESEC agreed to provide us with volunteers who will consist of enthusiastic students from around the world that are eager to take part in this project and collaborate with teaching to young Indonesians. People 3.3.1.1. information systems.1.1. one English native speaker to partner up with one English teacher · Tandem session twice a week for 3 months · One session of in class interactive discussion from the partner each month for 3 months 3. Objectives In three years time. we defined jobs in different areas: finance. mission.1. Mission We are a non-profit organization that aims at intermediating language-knowledge transfer and cultural familiarization to Indonesian Youth by engaging global community with various backgrounds. through the spirit of volunteering. · Chief Manager: In charge of the project and its operations.4.

How to find them? Thanks to social networks such as Facebook. Operations Manager: The link between schools in Indonesia. it is a human and rewarding experience to be part of a social project where you can share your knowledge. the AIESEC student association who help us in recruiting volunteers. Volunteers The volunteers will be students. journalists who want to write for our website and local clubs whose support help us in accessing an international 4 . To select volunteers.1. Next to this. Our primary partners are the Indonesian schools to get in contact with students and hold classes regularly. 3. Education Manager: Handle the teaching material compilation and of the sessions scheduling. It will be complemented later with continuous training and control. we hope to reach a wide spectrum of people that will be interested to volunteers for our association. He will keep the Geneva team updated. Local office in Indonesia Local team leader will liaise with the schools and students.· · · · · Financial Manager: In charge of accounting and budget controlling. The teachers will have to speak in front of a bigger public. 3. (high proficiency or native speaker). but also with local government. We also involve associations (student associations. we will have strategic business partners who can help us with our business operations. 3. which is the school class. the volunteers and the team in Geneva. teachers. getting attractive towards students and schools and establishing stable financing. Moreover. In order to ensure the quality of teaching of the volunteers.2. Partners To support all our ideas of setting up our association. These will be a language school to get a teaching certification. Value Proposition: Why should they join us? · Personal development: Indeed. a volunteering certificate will be provided in the end of the commitment. So they monitor the marketing channels. so they can deliver good quality of teaching.3.1.2. Information Manager: Aims at building the Website and the Facebook page and updating them. our GGI Website and advertisements. Business Development Manager: Supervise the different partners: donors and B2B partners. and more generally people from different backgrounds with a good level in one language offered in the project at least. volunteers associations). · Professional development: Volunteering in our association is a real-life teaching training for the volunteers and opens the opportunity to grow personally. we want to establish a network of partnerships. we will strictly select volunteers and provide teaching trainings. we will establish a process comprising selection and interviews.

3. 3. all means of communication such as video calls and video conference are employable. our project is highly feasible. which is www. making transparent the availabilities of each person to the others in order establish the teaching timetable. Volunteers process The volunteers sign up online. preparing the teaching material and conducting the volunteering selection process. Management process The management is responsible of raising funds. 3.3. which are the management team. correct and send back the students’ homework. They could hold guest speeches during the class or make available recordings from their international speaking competitions for training purposes. 3. 5 .1. Our third group of partners will be the sponsors for the teaching fees.3. and a coaching session. Then.3. Beneficiaries process Schools (see Appendix 2) will have to register with our association.3.3. The latter could be associations that care for language and improvement of speaking (example but not specific to the international Toastmasters community). Online interactivity Thanks to the internet. associations who want to engage in the classes.goinglobalindonesia. Our project will support the improvement of the language skills of our students through active participation.network of donors and contributors to businesses with a good cause. there are three main actors. We will use e-mails and projectors to receive. 3.com (see Appendix 1). Interviews will be conducted in order to filter the best profiles. Through Skype or similar providers.2. the volunteers and beneficiaries.3. donors of commodities such as computers. As previously mentioned. Process All operations will be internet-based through a website: a domain name has already been bought. the students that are interested in will have to prove their motivation because the class will be limited to 15 students. they will have access to the teaching material and an online schedule will be organized.1. After the registration of the schools. microphones and other equipment. through our website.3. All this will help the volunteers to be ready to teach. There will be a training of volunteers.

Their homework will also be a proof of their improvements. will be an assessment of whether the language skills/certificates were eventually beneficial for them to get good jobs. Milestones and future steps 3.3. Offline study We are aiming at improving the students’ grammar.3. we would also establish our own test. IT specialists and business experts amongst others. To estimate this.1. The scores will come from the usual tests that they will have in their normal classes. In addition.2.During the course In order to measure the impact on students. Setting up the association and make it official and recognized in both Switzerland and Indonesia is one of the priorities for the first year as well. however. listening and speaking capacities through our classes online. go abroad or achieve other personal goals. 3.3. writing and speaking skills. 3. It is necessary to compare if our training helped them to attract job offers. 3. Before the course English: We will evaluate their scores before/after the classes.3. Measurement Our final goal is to also prepare those students who are interested in taking a language exam to get their qualification from a third party language proficiency (IELTS. etc).3.3. We will make sure to establish contact with all of the necessary stakeholders: · Potential customers in our target market · Potential private and corporate sponsors · Indonesian community to get feedback and spread-of-word · Respective Indonesian government representatives to ensure support for the project. As for the schools in Indonesia. we plan to find a committed founding team of personnel and professionals from different backgrounds. Other foreign languages: We will evaluate the students’ language progress throughout the whole process.3. After the course All: As a final evaluation the students will take a language exam/test of their choice. we will keep track of our pilot students to evaluate their progress and their improvements in their language skills.3.3.3. 3. calculating that we are targeting 14-18 years old. the English teacher in Indonesia will be in charge of testing his/her students as it is usually done in their class.3. 1st year For the first year. This includes professions that cover all of our needs for the project in the short term: teachers. The ultimate evaluation from a more long-term perspective for all the languages we will teach. As a proof of our impact on the language skills. We will check their improvements in their grammar. homework will be given to students for offline study.2. English: Since we come as guest speakers. we will need a couple of more years to evaluate the social impact which our teaching provides to these young Indonesians.1. writing. listening. DELF/DALF.3.4.4. 6 . we plan on finding a pilot establishment and then look for a team leader in Indonesia to establish and maintain our relationships with the school.

and adapting our structure or processes if needed.1.Also. so we ensure short-term financing at first.4. 3. we will perform business on a low-scale in order to ensure sufficient buffer for trial and error.1. Project Management Time Line Getting Started 1 2 3 4 5 6 7 8 Association Board Member filter Job Position Website purchase Website development Association registration preparation Association registered Geneva office Monitor School Finding Establish contact Filter and Interview School is found Teaching process School Certification List potential donors Establish contact Communication Agreement Donors Monitor List potential Partner Establish contact Communication Agreement Partner Monitor Find representative Local Team Filter and interview Leader Representative found Advertisement Recruitment process Filter and Interview Volunteer is found Training Scheduling Native speakers Teach Detail 9 10 11 12 Management Beneficiaries Partnership Volunteers 7 . For the first year. to make the association viable in the first year. It will allow us to learn from the challenges we will be confronted to. At the same time. we will be looking for longer horizon funding too. finding enough funds to support the project is essential.

we will strive for financial stability by obtaining fundraising from corporate and private sponsors.000CHF annually. Given the experience we will have acquired. companies. by involving them in the assessment of our services. governmental entities. NGOs. Also.4. We will strive for a constant improvement of our teaching materials as well. in order to ensure a more secure budget. 3. 4.3. our main focuses will be to develop. etc. This permits us to develop our relationship with them. In contrast. we will employ two Team Leaders in Indonesia to coordinate our business locally. A particular attention will be paid to the indirect customers as well: we will establish business partnerships to learn about their needs and align with them. continue the recruitment of volunteers and provide them with professional teaching training. They are supposed to help us in the acquisition of new schools. we will strive to learn and improve continuously in order to provide the best services possible. in order to ensure the satisfaction and establish loyalty. 2nd year As for our goals and milestones in the second year. He will get constant support from the association’s members. we will expand the quantity of schools. improve our activities at every single level and expand our relationships with the stakeholders. This will allow us to promote the association. do administrative tasks and keep contact with the Indonesian counter parties such as the schools. get recognition and facilitate future fundraising. We will make sure to continue the development of our business processes too. the teachers will not be paid. 3rd year and further Regarding the goals for a further horizon. and at the same time improve the quality of our services. Also. Switzerland or even Europe. we have estimated costs for the on-going business operations for the period of one year (see Appendix 3). Financial projections Regarding our budget. building contact with the children. We will ensure to improve our customer's loyalty and satisfaction by continuously educating the volunteers and getting official teaching accreditations from various institutions in Indonesia. Further. we will continue to strengthen our relationships with local and global associations. The biggest part will be personnel costs of around 37. We will expand our business network and build new or stronger relationship with both local and global associations of non-profit organizations. we will reinforce our affiliations with our direct customers. Indeed. Our business concept therefore strongly relies on people with exceptional motivation 8 . organize marketing campaigns and be active in social communities.4. officials and Team Leaders. We will do so by doing a comprehensive monitoring of our activities and their results. we plan on expanding our services and teach a broader range of languages. All of these actions will enhance our reputation in the education market across the globe. All along the way. We plan to employ an Operational Officer constantly in Geneva to coordinate the volunteers.3. We will also keep on reaching out to more schools and continue the recruitment of volunteers. according to the needs in Indonesia.2.

000CHF yearly. teaching of volunteers or information events in schools. having in mind the unequal distribution of family incomes in Indonesia.who seek satisfaction from teaching and working with people from other cultural backgrounds. paper and projectors. The last block of costs is composed of eventual costs for internal events for team building. whom we expect to live predominantly in Indonesia’s eastern islands. we intend to base the attendance of language classes on a membership fee. we can ensure a tangible value of our classes. we consider charging stable amounts that are equal in the whole country. we will also try to get commodity donations from our future partners to keep our operating costs low and be able to use monetary donations and future revenue to invest in the improvement and professionalization of our teaching activity. The total budget we calculated for maintaining our business operations will then be 67. They will be oriented to the overall purchasing power in Indonesia. but also support for the students through avoiding high costs for them. Sources of finance Going Global Indonesia is intended to be a social business. At the same time. will be our tool to approach our business partners: Students with a very low family income. Further. For all these assets. What might sound questionably at first.000CHF per year to this. First of all. This approach is absolutely necessary to bridge the time until our revenue sources are implemented and well developed. as there will be a strong dependency on donations and business contacts. This way. In the very beginning. we establish a strong network of initial business partners and donors. We calculate here around 4. Moreover. Another block will be the overhead costs. We assign around 20. electricity and costs for high-capacity Internet. sufficient student motivation. These are composed of the office rent in Geneva. it supports us in building a good reputation that leads to legitimacy and shows the absolute will of our association to sustainably commit long-term to the vision and mission. we hope that the sponsorship concept enhances competition among the students themselves. Hence.000CHF annually. because available sponsorships have to be distributed according to certain criteria. this will be an excellent tool for us to appeal to the students’ association of high value for good quality and connect it with the motivation and commitment to continuously participate in the classes and make progress in learning. maintenance and improvement of our website. we have spotted a set of options that can complement each other well. the association’s health will depend on establishing one or more stable sources of income to generate constant revenue. will be sponsored directly by our partners. These comprise costs for computers. We deem that directly charging the students will not only generate a stable income out of the core activity our association pursues. Concerning possible revenue sources. printers. we will have operations costs of 6. Looking now through our business partners’ eyes. our student sponsorship can 9 . Regarding the fees. As such.000 CHF. stationeries.

Next to the teaching fee and a sponsorship network. we aim to establish a lively website community using the homepage we already have created (http://goinglobalindonesia. which is donated to an association. Once the website has a lively community. Partnership cancellation: Once partnership is established. This concept can be used internationally and is also interesting for people who want to go to Indonesia to experience the country and get in contact with locals. In return. it can further be used for promoting cross-finance activities such as the agency for accommodation abroad. These can be Indonesian families. GGI may cancel the partnership with 1 (one) month notice without any bearing any penalty. Going Global Indonesia in this respect would be the intermediate between the people seeking shelter and registered people who offer accommodation. exercises and homework corrections) with lifestyle articles and curiosities from different cities around the world and gripping background information to relevant and late-breaking topics.be a very good opportunity to engage in sustainable CSR. The idea here is to make some of the content available exclusively for members of the communities. Any cancellation from the partner may be made at least 1 (one) month prior the effective date with a penalty of 80% of the total partnership agreement’s value. we will mention our partners’ names and company logos exclusively on our website and annual business reports for our own stakeholders in Geneva and Indonesia. but also supporters of the association. 5. the agreement will follow a 12 months partnership bond. Our idea is to combine teaching material available online (such as audio files. The membership will be free of charge for the students who attend our language classes. family celebrations) or who want to commence a long-term stay abroad in helping them find accommodation within the respective local community. Legal issues GGI only follows the rule established in Geneva-Switzerland where it is registered. additional texts to read. marriages. We will write the articles. by the students (with our editing) and partnering journalists who are interested in writing for a new community and explaining their personal viewpoint on topics. This can only be achieved through very good web content. 10 .com). We deem it a very interesting concept to support mobile Indonesians who want to go abroad for short-term (for tourism. A direct sponsorship for a defined number of students will be more tangible for the company’s stakeholders than some amount of money.

com 11 .Appendixes Appendix 1 Website screenshots of http://www.goinglobalindonesia.

Appendix 2 School registration as per January 2013 12 .

printer.000 4.000 6. telecommunication.Appendix 3 Financial Budget Cost Overhead Personnel Operation Others Total Business canvas Description Website maintenance.000 37. Teaching of volunteers. Information events in schools internet. projector Team building. electricity. stationery.000 67. paper. Estimation p.000 Calculation 13 .a (CHF) 20. office rental 1 Operational Officer 2 Team Leaders on site Computer.

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