APAC Commercial Strategy FY16

Lauren Muller – Regional Commercial Head

18/05/2015

BPP PROFESSIONAL EDUCATION

BPP PROFESSIONAL EDUCATION
Agenda

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Strategies for APAC growth

1. Team
• Continue rapid expansion of the APAC local team
• Add new local offices in Vietnam, Malaysia and Thailand.

2. APAC International Strategy

• Market activity based on scale of revenue opportunity and product viability
• Localised pricing (strategic scholarships and discounts)
• Optimise outreach via APAC agent network
• Leverage and broaden APAC Institutional network (incl. articulation / progression
agreements, LM, PQ, Corporate Client base & institutional contacts)
• APAC focussed International marketing campaigns with localised collateral and field
activity
• Local delivery of BPP U & BPP PE in key markets with key partners through online or
blended learning.
• Consultancy Services

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 FY16 Regional Structure

Regional Commercial
Head
Asia Pacific
Lauren Muller

APAC Executive Assistant

Commercial Manager
Commercial Manager Commercial Manager Commercial Manager Commercial Manager
Commercial Manager Commercial Manager Singapore Australia and
Malaysia and Brunei Hong Kong, Myanmar, Vietnam and Cambodia Korea, Philippines and
Thailand Indonesia NZ
Raikk Chan Macau and Taiwan Khue Tran Japan

Vietnam and
Malaysia and Brunei
Cambodia Commercial
Commercial Executive
Executive

Purple - means it is in place.

Blue - means that appointment is imminent.
Green - means that we are in the recruitment process

PT CME for Myanmar would be required once market is

operational

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Revenue Opportunities

Business School High High Medium High Medium Medium High Low High High Medium Low Medium Medium Medium Medium
Law School High High High Medium High Medium Medium Medium High High Low Low Low High Medium Low
School of Health Low Low Medium Low Low Low Low Low Low Low Low Low Medium Low Low Medium
SofELS Low High Low High Low High Medium Low Medium Low Medium Low Medium Low Medium High
ACCA Ps FT High High Low Low Medium Medium Low Low Low Low Low Low Low Low Low Low
Online
University Low Low High Low Low Medium Low Medium Low Low Low Low Medium Low Medium low
Online PQ High Medium Medium Low High Medium Medium Medium Low High Medium Medium Low Low Low Medium
Learning Media
products/
licences High High High Low High Low Medium High Medium Low High Medium Medium Low Medium Low
Consultancy High High Low High Low Medium High Low High High High Low Medium Medium Medium Low

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 Asia Pacific Total Performance

FY12 FY13 FY14 FY15 FY16 FY17 FY18 FY19

Asia Pacific Region LM Sales £870,800 £900,594 £938,524 £1,001,471 £1,051,544 £1,104,121 £1,205,000 £1,315,000
Asia Pacific Region
Inbound Student
Reruitment Sales £1,169,500 £1,712,000 £2,057,439 £2,885,000 £4,060,000 £6,100,000 £9,150,000 £13,000,000
Asia Pacific Region Online £400,000 £531,000 £1,000,000 £2,000,000 £5,000,000 £10,000,000
Total Sales Asia Pacific Region £2,040,300 £2,612,594 £3,395,963 £4,417,471 £6,111,544 £9,204,121 £15,355,000 £24,315,000

APAC revenue forecast

£30,000,000
£25,000,000
£20,000,000
£15,000,000
£10,000,000
£5,000,000
£0
FY12 FY13 FY14 FY15 FY16 FY17 FY18 FY19

Asia Pacific Region LM Sales

Asia Pacific Region Inbound Student Re-
ruitment Sales
Asia Pacific Region Online
Total Sales Asia Pacific Region

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Objectives for FY16

1. MEET OR EXCEED REVENUE TARGETS

2. EXPAND APAC NETWORKS

Agent Network
• New agents in Thailand, Myanmar, Brunei, Indonesia, Korea, Singapore, Taiwan, Japan, Macau, Cambodia,
Australia, NZ
• Optimise leverage of existing agent network in Malaysia, Hong Kong, Vietnam,
LM Network
• New clients for Study texts and P and R KITS in Vietnam, Myanmar, Cambodia
• Link Sales of Tutor Toolkits in Malaysia, Singapore
• Drive CPA Australia sales by moving to 1 key partner in each market (in line with professional body strategy).
• Further promote neglected product line sales - Business Essentials, ‘Becoming a…’ medical series.
OCR/ OCRL Network
• Leverage contacts with professional bodies
• Expand Corporate OCR client base
• Introduce Partner continuity package

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Priority Regional Development Projects – FY16
Country and city College/University Further comments on the BPP SCHOOL academic Potential benefit to BPP on
/institution/articulation activity involved in the activity delivery of this
or progression agreement arrangement
Malaysia MYPAC Consultancy LM Sales and Deborah Taylor Net sales and high profile
potentially OCR Davinia McGann stakeholder engagement
leading to brand prestige.

Hong Kong Macgregor We are registering the GDL Julian Davies The potential is approximately
online and LLB online in Hong Alphonse De Kluyver 20-50 students per year
Kong.

Thailand Law Association LLM Peter Crisp Ability to recruit self-funded

and sponsored students.

Malaysia KDU MOU for LM and BPPU Sarah McIlroy Target BSc and MSc top-up
progression students.

Brunei Ministry of Education LLB Julian Davies Self-funded and sponsored

Ministry of Education BPTC students.
(Scholarship Division)

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Priority Regional Development Projects – FY16
Country and city College/University
articulation or
progression agreement
Singapore Engage with the Law Society
Hong Kong MChiro recognition
Indonesia Government sponsored list
Indonesia Consultancy:
Professionalising the
accounting industry
Vietnam FTMS or HOASEN TBC
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Further comments on the
activity
LLM recognition and explore
opportunities for tie-ups
with professional
qualifications.
There is demand for
Chiropractic in the market
but we need to be
recognised by the HK
Chiropractic Council.
We currently cannot recruit
government sponsored
students which accounts for
a very significant market
share.
BC, ACCA, ICAEW, CIMA,
corporates, Ministers
Business school
BPP SCHOOL Potential benefit to BPP on
academic involved delivery of this arrangement
in the activity
Peter Crisp Ability to recruit self-funded and
sponsored students
Christina Cuniffe Open-up chiropractor market to
recruit A-level and foundation
students.
BPP Law School Recruit sponsored MSc students
BPP Business School
Deborah Brand positioning, strategy
Taylor/Davinia alignment with key stakeholders,
cross-platform revenue streams.
Khue/Sarah/Tim F9 acca into MSC
Consultancy

BPP Professional Consultancy is a Services line providing our expertise for contract work . “We are the Professional Education experts” and we provide
consultancy on how to.

Diagnostic model
• Observe and evaluate the overall programme delivery at a third party institution/agency
• Report on findings
• Submit Recommendations

Solutions Model
Provide for a complete ‘solution’ made up a combination of some or all of the below
• Academic consultancy
• LM Materials
• PQ resources
• PD resources
• OCR/OCRL

Already successfully piloted with Accounting and Tax Professional Qualifications consultancy supported by LM materials in Malaysia
Working with Deborah Taylor to developing collateral /Portfolio of Services to showcase the suite of resources we have created to support consultancy tenders
and delivery.
Future areas of consultancy:
• Law School- To act as consultant in designing internationally credible common Bar programmes and how to work with law firms
• SoFELS – English Language, bespoke product offerings designed to respond to specific in-country needs for the profession.
• Health School-
• Business School- shifting to employer based outcomes learning and building professionally accredited programmes/faculties

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Malaysia

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Malaysia Structure - APAC

Lauren Muller
Purple – means it is in place.
Regional Commercial Blue – means that appointment is imminent.
Head APAC Green – means that we are in the recruitment
process

Raikk Chan
Commercial Manager
Malaysia and Brunei

Commercial
Executive
Malaysia and Brunei

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Revenue Opportunities

Malaysia
Business School High
Law School High

School of Health Low

SofELS Low
ACCA Ps FT High
Online University Low
Online PQ High
Learning Media
products/ licences High

Consultancy High

Subject to accreditation from professional bodies

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 Malaysia Performance

FY12 FY13 FY14 FY15 FY16 FY17 FY18 FY19

(Actuals) (Actuals) (Forecast) ( Forecast) ( Forecast) ( Forecast) ( Forecast) ( Forecast)
LM Malaysia
£275,389.00 £255,042.00 £260,000.00 £308,600.00 £339,460.00 £373,406.00 £410,746.00 £451,821.00
Sales
Malaysia
Student
£838,700.00 £895,442.00 £1,179,426.00 £1,500,000.00 £2,200,000.00 £3,467,511.00 £4,000,000.00 £4,500,000.00
recruitment
sales
Malaysia online £150,000.00 £300,000.00 £600,000.00 £1,000,000.00 £1,500,000.00
Total Malaysia
£1,114,089.00 £1,150,484.00 £1,439,426.00 £1,958,600.00 £2,839,460.00 £4,440,917.00 £5,410,746.00 £6,451,821.00
Sales

Malaysia revenue forecast

£6,000,000.00
£4,000,000.00
£2,000,000.00
£0.00
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12 13 14
FY FY FY
15 16 17 19
18 FY
FY FY FY FY
LM Malaysia Sales Malaysia Student recruitment sales
Malaysia online Total Malaysia Sales

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Strategies for revenue growth

1. Team : Local Market

2. Malaysia Commercial strategy
• Market activity based on scale of revenue opportunity and product viability
• Malaysia Localised pricing (strategic scholarships and discounts that work in the market)
• Optimise outreach via Malaysia agent network
• Leverage and broaden Malaysian Institutional network (incl. articulation / progression agreements, LM, PQ, Corporate Client base
& institutional contacts)
• Malaysia focussed International marketing campaigns with localised collateral and field activity across Peninsula and East
Malaysia
• BPP PE in key partners through online or blended learning once Moratorium is lifted in NOV 2015
• Continue promoting our Consultancy Services

3. City prioritisation
Tier 1– a. Kuala Lumpur – Office base
b. Penang – monthly visits
c. Sabah – visit every 6-10 weeks
Tier 2– quarterly visits
a. Johor B. Sarawak

4. Malaysia specific international marketing plan and collateral

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 Revenue Opportunities:
2016 Institution Articulations/Progression Agreements

University/College Program Opportunities

Offer Learning media discount to tie up

1. KDU MSC (Top up) with their Study aboard department (TAR
PILOT MODEL)

2. Brunei, Ministry of
BSC and BPTC Recognize by Brunei government
Education

3. Brunei, Ministry of LLB & BPTC Register in the list of sponsorship (Usually
Education (Scholarship recognise top 50 Universities in UK but
Division) BPP recognise as professional school for
Law

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 Revenue opportunities:
Learning Media
Institution/Stakeholder Status Opportunities

Pansing New Opportunity Grow LM market in Malaysia

Focus on program development which included Learning

DL Consultancy Development
Media's sales
E-Commerce Development Complete visibility of the LM range of product data and
imagery: MPHOnline / Popular / Kino Kunia

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 Risk and mitigating activities
Risks Mitigating activities

Government stop sponsoring Bumiputera students
for ACCA (MARA)
LPQB to Malaysian Law qualification process
resulting in BPTC graduates not being recognized
to practice in as lawyers Malaysia.
MARA do not recognise Advanced Diploma in
Accounting and Finance
1. Develop self funding ACCA student market
2. Approach MARA to sponsor for BPP MSc in
Accounting and Finance Program
1. BPP to approach LPQB to offer consultancy
service to design a common Bar programme
that is internationally credible
2. Leverage our other programmes into any
consultancy deal- ie LLB recognition, LLM
upgrades/ MA law with business wrap around
etc.
1. Special arrangement ACCA courses for only
Government sponsor students

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Hong Kong

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Hong Kong Structure - APAC

Lauren Muller
Regional Commercial Head
APAC
BPP launched the first APAC
office in Tsim Sha Tsui 2014.

Dona Chung
Commercial Manager
Malaysia and Brunei

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Revenue Opportunities

Hong Kong
Business School Medium
Law School High
School of Health Medium
SofELS Low
ACCA Ps FT Low

Online University High

Online PQ Medium

Learning Media
products/ licences High
Consultancy Low

Subject to accreditation from professional bodies

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 HK performance
FY14 FY15 FY16 FY17 FY18 FY19
FY12 (Actuals) FY13 (Actuals)
(Forecast) ( Forecast) ( Forecast) ( Forecast) ( Forecast) ( Forecast)

Hong Kong LM sales £23,887 £33,204 £52,000 £57,000 £62,700 £68,000 £74,000 £80,000

Hong Kong Student recruitment

sales
£213,000 £232,000 £324,000 £475,000 £750,000 £875,000 £1,000,000 £1,300,000

Hong Kong online £100,000 £200,000 £400,000 £800,000 £1,600,000 £3,000,000

Total Hong Kong Sales £236,887 £265,204 £476,000 £732,000 £1,212,700 £1,743,000 £2,674,000 £4,380,000

Hong Kong revenue forecast

£4,500,000
£3,000,000
£1,500,000
£0
) ) ) t) t) t) ) )
ls ls st as as as st st
ua ua ca ec c ec ca ca
Act Act o re o r or
e
o r o re o re
( ( (F
12 13 (F (F (F (F (F
FY FY 14
FY

15 16 17
FY FY 18 19
FY FY
FY

Hong Kong LM sales Hong Kong Student recruitment sales

Hong Kong online Total Hong Kong Sales

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 Existing Agents

• Hong Kong’s agent network has now reached

Marketing Support 2015
optimum capacity hence expansion of agents
network will be suspended for 2015. (HKD)
MacGregor
Da Di
• Main focus: 90% of the marketing budget are Other Agents Other Agents
7%
being allocated to MacGregor Education & Da Da Di Mac-
Di Overseas Studies Service Centre. 38% Gregor
54%

Agents Activities for Growth

MacGregor Education • Facebook promotion campaigns for the Law School
• E-marketing campaigns targeting distance learning
working adults.
• Monthly webinars with the Law School to encourage
applications and conversions.

Da Di Overseas Studies Service Centre • Participation of Dadi’s Higher Education Expo 2015
• In-house seminars held targeting law students to study in
the UK.

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General Marketing
Activities Action plans for Growth
Hong Kong Facebook • Promotional campaigns in exhibitions as well as Facebook adverts.
• Sharing by word of mouth through alumni/ current students’
Facebook network.
• Written testimonials and video posts by current student/ alumni.

Promotional Events with Student Unions • Contacting Student Unions of institutions to undergo law specific
seminars introducing the route of practise and our exclusive
partner with law firms.

Testimonials booklet & banners • To create a booklet showing HK students’ photos and testimonial.
• To be used in exhibitions and events to share students’ study
experience.

Business partnership/ Law firms introduction booklet
• To create a booklet specifically on information about our global
business law firm partners; ‘the magic circle’, the status within
industry.
• To be used in exhibitions and events to emphasis our close linkages
with the industry – our USP.

Health School USPs • To work with marketing to find out the USPs of our Health School
especially MChiro (highest potential in HK) McTimoney College of
Chiropractic in order to promote for the school.

Current student/ Alumni Assistance in Exhibitions • To ask for assistance from current student/ alumni for their help at
our exhibitions i.e. British Council fairs.

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Law School – Projects
College/University/Institution Further comments on the activity
articulation or progression
agreement
LLB and GDL programmes
registering with the
Education Bureau in HK
HKU Space Community
College
• Diploma of Legal Studies
• Associate Degree in
Legal Studies.
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Legal requirement in order to
conduct exams at MacGregor’s
office
• To set-up Memorandum of
Agreement for progression
into Accelerated LLB.
• Incentivised progression
Agreement (business case
similar to the TAR model in
Malaysia)
TITLE HERE 00 MONTH 0000
BPP SCHOOL academic involved
in the activity
Alphonse De Kluyver
Julian Davies
Potential benefit to BPP on
delivery of this arrangement
Increase the BPP distance
learning brand presence in HK
• To offer a special tuition fee
price for students onto our
Accelerated LLB
programme.
• To offer Learning Media
resources for the
institutions at a discounted
price.
Business School – Projects

College/University/Institution Further comments on the activity BPP SCHOOL academic involved Potential benefit to BPP on
articulation or progression in the activity delivery of this arrangement
agreement

HKU Space Community To offer a special tuition fee price Sarah McIlroy Target 10 students for the 1 st
College for students onto our Year 2 or intake.
Associate Degree of final year.
Business Administration

CUSCS
Higher Diplomas (Business
related)

Community College of City

University
Associate Degree
(Accounting, Finance/
Management related)

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Health School - Projects

College/University/Institution Further comments on the activity BPP SCHOOL academic involved Potential benefit to BPP on
articulation or progression in the activity delivery of this arrangement
agreement

To be ‘on-list’ of the HK Pending European Council Christina Cunliffe Be able to recruit Mchiro
Chiropractic Council to accreditation. students and foundation in
enable our MChiro health students.
graduates to practice

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Learning Media

Potential products to push in market Actions plans for growth

• To find new distributors or booksellers to promote

for our Medical books.

• Target bookseller: Man Yuen Book Co. – focus

on selling professional books such as Medical
Medical Series books.
• To promote our resources at exhibitions – focus
specially on the ‘Becoming a…’ series.

• New bookseller identified by Dona showed

interest – World Academies Partners.

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OCR

CFA launch momentum with MacGregor

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 HK performance
FY14 FY15 FY16 FY17 FY18 FY19
FY12 (Actuals) FY13 (Actuals)
(Forecast) ( Forecast) ( Forecast) ( Forecast) ( Forecast) ( Forecast)

Hong Kong LM sales £23,887 £33,204 £52,000 £57,000 £62,700 £68,000 £74,000 £80,000

Hong Kong Student recruitment

sales
£213,000 £232,000 £324,000 £475,000 £750,000 £875,000 £1,000,000 £1,300,000

Hong Kong online £100,000 £200,000 £400,000 £800,000 £1,600,000 £3,000,000

Total Hong Kong Sales £236,887 £265,204 £476,000 £732,000 £1,212,700 £1,743,000 £2,674,000 £4,380,000

Hong Kong revenue forecast

£4,500,000
£3,000,000
£1,500,000
£0
) ) ) t) t) t) ) )
ls ls st as as as st st
ua ua ca ec c ec ca ca
Act Act o re o r or
e
o r o re o re
( ( (F
12 13 (F (F (F (F (F
FY FY 14
FY

15 16 17
FY FY 18 19
FY FY
FY

Hong Kong LM sales Hong Kong Student recruitment sales

Hong Kong online Total Hong Kong Sales

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VIETNAM

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Vietnam Structure - APAC

Lauren Muller
Regional Commercial Head
Purple APACit is in place.
– means
Blue – means that appointment is imminent.
Khue TranGreen – means that we are in the recruitment
process
Commercial Manager
Vietnam and Cambodia

Commercial Executive
Vietnam and Cambodia

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Revenue Opportunities

Vietnam
Business School High
Law School High

School of Health Low

SofELS High
ACCA Ps FT High
Online University Low
Online PQ Medium
Learning Media
products/ licences High

Consultancy High

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