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The International Startup
2014 AACRAO National Meeting
Denver, CO
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PRE-COLLEGE COLLEGE LIFE POST COLLEGE
Get matched
to internships
Build skills
to get jobs
Get matched
to undergrad and transfer
opportunities
Grad
School
Search
Challenges of a Startup
Building the plan
Finding the right people
Executing
International Admissions
The Plan
• What problem are we solving for?
• What does success look like?
• How big can (or should) it get?
What are we solving for?
Source: McKinsey Global Institute analysis using data from Angus Maddison; University of Groningen
What are we solving for?
Source: 2013 IIE Open Doors Report
49%International students
that come from China,
India, and South Korea
Growth Trends
0
50000
100000
150000
200000
250000
2007/08 2008/09 2009/10 2010/11 2011/12 2012/13
India
Middle East
Vietnam
Turkey
Brazil
What does success look like?
How big can (should) it get?
0
50
100
150
200
250
1995/96 1996/97 1997/98 1998/99 1999/00 2000/01 2001/02 2002/03 2003/04 2004/05 2005/06 2006/07 2007/08 2008/09 2009/10 2010/11 2011/12 2012/13
10
The opportunity in China, specifically
40 43 47 51 5460 63 65 62 63 63
6881
98
127
158
194
Mostly government sponsored
Almost entirely grad school
Hard to get visas After 9/11
Huge growth in self-funded
Strong growth in undergrad
236
The People
• Institutional Commitment
• Leadership Support
• Feet on the Street
Institutional Commitment
“ ”Theodore Roosevelt
Leadership support
Do what you can, with what you
have, where you are.
Feet on the street
?Knowledge of landscape
Familiarity w/institution
Experience working
internationally
Willingness to travel
Willing to try new things & step beyond pre-defined boundaries
Execution
• What are the needed tools?
• In-house vs. outsource
• Time
• Partner resources
What are the needed tools?
The Right Message
The Right Distribution Channels
The Right Delivery
Success
In-house vs. outsource
Students
Faculty
Departments
Vendors
Agents
Marketing Firms
ETC
When
you get
this
Think
about
this
“ ”John Hall, Forbes Magazine
Time
Becoming known locally, nationally, or even
internationally as a trusted resource takes years
of dedication, great press, and very few – if any
– missteps.
http://www.forbes.com/sites/johnhall/2013/11/10/how-to-ensure-your-brand-story-stands-the-test-of-time/
Execution in China
& Emerging Markets
Brand Building
Student Engagement
Communication+
Zinch China Core
Emerging Markets
Institution Microsites
The Chegg Global Network
Case Study: 4 years in China
Case Study: China
• 4 years in China
• Over 270 active partner colleges/universities
• A look at what those who succeed do
What are we solving for?
Go to the USA annually (all levels): 0.15%
Take the “gao kao”: 99.85%
100% = ~ 10 million Chinese students ~10 million Chinese students
take their national college
entrance
exam annually (the “gao kao”)
IIE Open Doors says 74,000 Chinese
Students are currently studying in
the USA at the undergraduate level
If the average stay is 4 years, that
means ~18,500 Chinese students
go annually
A “needle in the haystack” problem
Source: IIE Open Doors 2012, Zinch China Analysis
What does success look like?
EnrollmentsStudent Success
• Ursinus College
• Arizona State University
• Tacoma Community College
Leadership support & Feet on the street
• China initiative is backed by president
• Financial support from leadership
• Experienced, dedicated team involved in recruiting and traveling
Best Practices Case Study
• Long-term vision with defined short-term objectives
• Financial support from leadership
• Seasoned business professional leading China initiative
Best Practices Case Study
• Long-term vision
• Commitment to
growing in the market
• Honing the message
• Chinese national
student worker
Best Practices Case Study
Being Invested
Online Presence
Building Brand
Utilize Assets
Execution: What are the pieces?
Thank you!
Justin Hutchings
jhutchings@chegg.com
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