Cambridge English Authorised Centre

Joint Business & Marketing Plan

FY 2022 – 2023 (FY runs Aug 1 2022 to July 31 2023)
Deadline: 31 May 2022

1. Profile

Centre name: OCEAN EDU - VIETNAM

Centre ID: VN048
CEM: Nico James Alagasi Bantayanon
Cambridge English Representative: Mark Byncent Lynard Mejorada Bayuga
Country: Vietnam
Date: 19-May-22

2. Reflection of FY21/22 (1 Aug 2021 – 31 July 2022)

FY22 Forecast : £ 50,000 YTD April 2022 : £ 0 Est FY22 final revenue : £ 5000
Mitigation Plan: COVID-19 pandemic impact to the operations: We will
coordinate with the authority regarding the current status of the COVID-19
outbreak on each city/provinces.
___________________________________________________________________________
___________________________________________________________________________

3 key sales plan

executed in FY Source of entries
21/22 (which org, Areas for Marketing
Describe the success or challenges
school, Uni or improvement spent £
(July ’21 – 31 July city)
’22)

Due to the impact of the Covid-19

epidemic, students across the country
had to drop out of school, leading to
many psychological
consequences, especially their return to
study. Re- starting the emulation
movement, especially foreign language
studies, is essential to help students
keep pace with progress this term.

Page 1 of 10
Revenue
Generated £

Page 2 of 10
 3. CEQ Forecast for FY22/23 (1 Aug 2022 – 31 July 2023)
Actual Entries Actual Entries Agreed entries YTD Actual May Final/revised % of final Agreed entries % YoY growth
Cambridge FY18/19 FY20/21 FY21/22* 2022 Joint Forecast FY21 /22 FY22/23 Agreed entries
English for FY21/22 Forecast vs (Aug 22 – July
(Aug 19 – July (Aug 20 – July (Aug 21 – July (Aug 21 – July Agreed FY21 23) FY22/23 vs
Qualifications 20) 21) 22) final/revised
(CEQ) 22) entries
FY21/22
200 (if there
Young Learners
0 0 3000 0 200 will be no 3000
Starters
pandemic)
300 (if there
Young Learners
997 0 6300 0 300 will be no 5000
Movers
pandemic)
200 (if there
Young Learners
679 0 2600 0 200 will be no 3000
Flyers
pandemic)
200 (if there
Key 497 0 1900 0 200 will be no 1900
pandemic)
100 (if there
Preliminary 0 0 250 0 100 will be no 500
pandemic)
First

Advanced

Proficiency

TKT

CELTA/DELTA

CEPT

Linguaskill
Single
Linguaskill 4-
skills
Other
Cambridge
Exams:

Total entries

YoY Entries
Growth %
Total Revenue
£
YoY Revenue
Growth %
*from FY21/22 Joint Business Plan completed in May 2021

Page 2
4. Non CEQ Cambridge Qualifications (if applicable)
Actual Entries Actual Entries Agreed entries YTD Actual May Final/revised % of final Agreed entries % YoY growth
FY18/19 FY20/21 FY21/22* 2022 Joint Forecast FY21 /22 FY22/23 Agreed entries
Non CEQ for FY21/22 Forecast vs (Aug 22 – July
(Aug 18 – July (Aug 20 – July (Aug 21 – July (Aug 21 – July Agreed FY21 23) FY22/23 vs
Qualifications 19) 21) 22) final/revised
22) entries
FY21/22

Admissions
Testing :BMAT

Admissions
Testing : CPSQ

Admissions
Testing :TSA
Occupational
English test OET
Cambridge
Exams
Publishing

Empower

Other Exams:

Total Volume

YoY Volume
Growth %
Total Revenue
£
YoY Revenue
Growth %
 5 Major BD Plan 22/23 (Aug 1 2022 to July 31 2023)
Where are the new opportunities (beyond BAU) for FY22/23, why is there an opportunity, how do
we promote and how much is the potential

Opportunities
-grow current Description about the opportunity and the source
-new segments

To replace the MIDTERM AND FINAL EXAMINATION in

Quarterly and Bi-
Annual Examinations
Ocean Edu, we will be conducting the QUARTERLY
EXAMINATION AND BI- ANNUAL EXAMINATION using
the Cambridge Examination starting September 2020.
We want our students to be more prepared in the real
or outside world by applying what they learnt inside
the classroom and
since Cambridge English Examination now is the most
common English assessment tool that is using all over
Vietnam by the MOET, we want them to be more
familiarized with the examination prepare them with
the possible examination in the future.

Connect with different schools in the

provinces where our Preparation Centres
Cambridge
are located. Give them Cambridge
Mock Test
Examination Mock Test and introduce
Cambridge examinations to them.

New prep centres targeted in FY22/23

Current Total Prep centres :

Name of schools/institutions Type of Exams

Ocean Edu Thái Thụy YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Từ Sơn 2 YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Nho Quan YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Phúc Yên 2 YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Nam Trực YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Thọ Xuân YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Vĩnh Lộc YLE Starters, Movers, Flyers, KET, PET

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Ocean Edu Hưng Yên 2 YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Kiến Xương YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Đông Hưng YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Ninh Giang YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Gang Thép YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Yên Dũng YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Vụ Bản YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Kim Động YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Bút Sơn YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Lương Sơn YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Thanh Hà YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Nghi Lộc YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Ân Thi YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Nông Cống YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Hoa Lư YLE Starters, Movers, Flyers, KET, PET

Ocean Edu An Khánh YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Bắc Kạn YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Cẩm Khê YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Hưng Hà YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Đại Từ YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Bỉm Sơn YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Tân Yên YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Triệu Sơn YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Đông Anh YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Hà Giang YLE Starters, Movers, Flyers, KET, PET

Ocean Edu Lương Tài YLE Starters, Movers, Flyers, KET, PET

Page 4
Ocean Edu Ninh Bình 2
Ocean Edu Thiệu Hóa
Ocean Edu Việt Yên
Area
Speaking Examiners + Team
Leader (Training /
Certification / Monitoring)
Computer-Based testing
Invigilator Training
CEM or Centre staff training
Candidate Experience
Others
YLE Starters, Movers, Flyers, KET, PET
YLE Starters, Movers, Flyers, KET, PET
YLE Starters, Movers, Flyers, KET, PET
Cambridge support needed
-Recruit new speaking examiners
-Monitoring of current SEs
VN48 needs to work on certification and Monitoring o
confirm with Cambridge
VN48 can nominate SE candidates who are Vietnames
Cambridge to review for training
-refresher course for Staff on how to facilitate
computer-based testing
-refresher course for Invigilators and Supervisors
- Mock test/ more sample exams to use.
- Cambridge has issued Mock test toolkits for YLEs, A2 Key for
school to C2 Proficiency
VN048 needs to get all branches (prep centres) to activate
prep centre status so that they can access Cambridge portal
for prep centres
VN048 should sign up partner schools to be prep centres
Cambridge will send the Prep Centre Handbook to VN048 asap
Page 4
31 2023)
n opportunity, how do

Target close date Revenue potential (£)

June and December

50,000
2022

Quarterly 20,000

Date of registering first

Est entries
entries

100 Jun-22

120 Jun-22

120 Jun-22

80 Jun-22

100 Jun-22

100 Jun-22

80 Jun-22

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100 Jun-22

80 Jun-22

100 Jun-22

90 Jun-22

80 Jun-22

80 Jun-22

90 Jun-22

80 Jun-22

100 Jun-22

80 Jun-22

100 Jun-22

80 Jun-22

100 Jun-22

90 Jun-22

80 Jun-22

80 Jun-22

90 Jun-22

80 Jun-22

80 Jun-22

90 Jun-22

80 Jun-22

80 Jun-22

90 Jun-22

80 Jun-22

120 Jun-22

80 Jun-22

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 100 Jun-22

80 Jun-22

100 Jun-22

eeds to work on certification and Monitoring of SEs and

an nominate SE candidates who are Vietnamese for

isors

r YLEs, A2 Key for

es) to activate
ambridge portal

prep centres
ook to VN048 asap

Page 4
 7. Marketing and Branding Plan
1. CONSUMER FACING EVENT
Aug Sep Oct
Name of event
Estimated attendees/crowd

Cambridge Primary and Junior

300000
Achievers 2022
Quarterly examination (Mock
200000
Test)
Cambridge Info Day 100000

Nov Dec Jan

Name of event
Estimated attendees/crowd

Quarterly examination (Mock

200000
Test)
Bi-Annual Examinations 200000
Cambridge Info Day 100000

Feb Mar Apr

Name of event
Estimated attendees/crowd

Cambridge Mock Test for

700000
Primary Students

Quarterly examination (Mock

200000
Test)
Cambridge Info Day 100000

May Jun Jul

Name of event
Estimated attendees/crowd
Cambridge Mock Test for
500000
Secondary Students
Quarterly examination (Mock
200000
Test)
Cambridge Info Day 100000

Support needed from Cambridge Assessment English:

Help us connect with the Ministry of Education and Training for our Cambridge Primary
and Junior Achievers 2021
- Provide us some Sample Test / Materials for our Mock Tests
- Provide VN48 with articles, social media posts/ads about CEQ benefits
__________________________________________________________________
__________________________________________________________________

2. WEBSITE
URL https://ocean.edu.vn/cambridge/

3. ONE WEB-PAGE DEDICATED TO CAMBRIDGE ASSESSMENT ENGLISH - Yes/No

URL https://ocean.edu.vn/cambridge/

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 4. SOCIAL MEDIA PLATFORMS
a. Facebook – URL __________________________________
b. Instagram– URL ___________________________________
c. YouTube – URL ___________________________________
d. LinkedIn – URL ___________________________________
e. Others __________________________________________

Platform Monthly Quarterly Yearly

Facebook Eg 2 x mth
Instagram

5. EMAIL MARKETING - Yes

Frequency on or before the scheduled date of examinations
(Cambridge Assessment English will share content for e-newsletter)

6. How much budget is located for

a. Consumer facing event $30000
b. Digital marketing ad $2000
c. Others __________________________________

7. Dedicated marketing person – Yes/No

Name ____________________________________
Contact ___________________________________­­(email and mobile)

Remarks:
8. Recognition
Sector Why are they targeted and what is Potential entries
(school, HE, govt or Name of organisation/Institution the potential impact (if applicable)
corporate)

700 partner
School sector Propose recognition of CEQs
schools/DOETs

Support needed:

Example: Joint proposal or presentation by Cambridge Assessment, and etc, or any other support.

8. Any other Opportunities / Collaborations

Eg.
Projects collaborations /Partnership/
Charged teacher training or curriculum services with key prep centres
Growth in entries in forward 3/5/10 years plan
Growth Plans to take other exams
Expansion plans of business that will growth CEQ/other exams

Revenue
Opportunities Description about the opportunity and the source Target close date
potential (£)

-Teacher training for our Prep Centre

Charged
teacher
training or Teachers
curriculum -English Language Proficiency Examination Sep-22 $5,000
services with
key prep
centres for our
Teachers (C1 Advance)

Growth Plans
C1 Advance (Computer or Paper Based)
to take other Aug-22 $5,000
exams/

Page 7
 Monthly Entries Forecast
Please state your numerical objective (entries) for each of the following exams.

FY18/19 FY20/21 Total FY22/23

Exam Actual Actual FY21/22 Aug-22 Sep-22 Oct-22 Nov-22 Dec-22 Jan-23 Feb-23 Mar-23 Apr-23 May-23 Jun-23 Jul-23 FY22/23 Total
latest Est
Entries Entries Forecast Revenue

Young
Learners 424 0 200 0 600 0 100 700 0 0 100 100 0 500 900 3000
Starters

Young
Learners 636 997 300 0 700 0 200 900 0 0 1200 200 0 1000 800 5000
Movers

Young
Learners 459 679 200 0 800 0 100 800 0 0 800 100 0 200 200 3000
Flyers

Key PB 215
497 200 0 100 0 50 200 0 0 500 50 0 500 500 1900
Key CB

Preliminary
PB
100 0 50 0 50 50 0 0 100 50 0 150 50 500
Preliminary
CB
First
PB
First
CB
Advanced
PB
Advanced
CB
Proficiency
PB
Proficiency
CB
TKT
CELTA
DELTA
CEPT
Linguaskill
Single
Linguaskill 4-
skills
Total

Monthly forecast for FY 22/23

Entries 0
Actual 2018/19 (Pre-COVID 19)
£
Entries 0
Actual 2020/21
£
Entries 0 (YoY %)
Current FY2021/22 Latest Forecast
£ (YoY %)
Entries 0 est (YoY %)
New FY 2022/2023 Forecast
£ 0 est (YoY %)
 FY18/19 FY20/21 Total FY22/23
Exam Actual Actual FY21/22 Aug-22 Sep-22 Oct-22 Nov-22 Dec-22 Jan-23 Feb-23 Mar-23 Apr-23 May-23 Jun-23 Jul-23 FY22/23 Total
Entries Entries latest Est Forecast Revenue

OET
BMAT
CPSQ
TSA
CEP
Empower
Linguaskill
Learning
Course L&R

Linguaskill
Learning
Course
Writing

Linguaskill
Learning
Course
Speaking

Other exams

Total

Monthly forecast for FY 22/23

Entries 0
Actual 2018/19 (Pre-COVID 19)
£
Entries 0
Actual 2020/21
£
Entries 0 (YoY %)
Current FY2021/22 Latest Forecast
£ (YoY %)
Entries 0 est (YoY %)
New FY 2022/2023 Forecast
£ 0 est (YoY %)

Page 8
____________________________ ________________________________________
CEM Name & Signature Cambridge Country Manager Name & Signature

Date Date

____________________________
Marketing Name & Signature
Date

Page 10