Education webinars business plan v3

CLASS ACT SATelevised Teacher Contest

A BASIC EDUCATION CONTENT DRIVE

A Big Idea for SA SchoolsFrom Kristi Hansen

& The Rotary Club of Morningside

Proposed by the Rotary Club of Morningside Rotary International, District 9400 Johannesburg, South Africa NPO# 122-020 PBO# 930001484

Public Relations Director : Kristi Hansen [email protected] Tel: 0825288322 www.rotarymorningside.org

mailto:[email protected]

Background information

Summary

Rotary

Offering

The Market

Strategy and Implementation

Management Team

Financial Analysis

BUSINESS PLAN : Content

BUSINESS PLAN : Background

Background – From William Smith to the Khan Academy to Top Teacher SAEducation in SA is in a sad state: The Global Competitiveness Report 2013/14 ranks South Africa lowest out of 148 countries in terms of the quality of math and science education. (http://bit.ly/16ttiYG)

The historical role of video in SA education In the 1990's, William Smith of Star Schools fame, together with the Liberty Life Foundation, started the “Learning Channel” which helped thousands of students pass their school examinations through televised lessons.

In 1994, Smith proposed to the Department of Education that he establish a video-making facility to record curriculum-based lessons for every subject in every grade. The lessons would be made available on CDs and could be used by school teachers across the country.The system was not adopted by the Department. There were many reasons for the Department's reluctance, and the reluctance from teachers, to follow this route at that time.

Times have changed, technology has made it possible for almost any teacher to take on William Smith’s role. Learning methods are being revolutionised worldwide by the likes of individuals like Sal Khan, who through his Khan Academy, a free online education platform and NPO based on YouTube functionality has single-handedly produced over 4,000 video tutorials covering a wide-spectrum of academic subjects, attracting over 300 million views…




CLASS ACT SAPlan

Highlights

National dialogue and collaboration

South Africans volunteering to teach the nation and sharing their struggles and stories -

nationbuilding.

Exposurefor winning schools,

corporates sponsors, and individual star

teachers and their methods.

YouTube Tutorials

Khan Academy modelCreative commons Locally relevantAccess to quality lessons for all

Top teacher TV contest

Raising a new standard of excellence.

Incentivising rapid innovation

Proof of concept - tech in the classrrom.

24 hour education channel

Free-to-air education tutorials made by local

heroes.

BUSINESS PLAN : Highlights




BUSINESS PLAN : Summary

Who is Rotary?

What is this idea about?

What is the market?

Rotary International is an global service organisation of volunteers that works to provide service to others, promote integrity, and advance world understanding, goodwill, and peace through its fellowship of business, professional, and community leaders.

.



A TV reality show to crowdsource excellent online tutorials created by South African “celebrity teachers” and make them freely available to support the South African primary and secondary school curriculum – showcasing, in the process – both the challenges in local schools and innovative methods by top teachers and their schools to overcome these,

.

420 000 teachers, 12 million learners (and also their parents) with a desperate DEMAND for free resources to supplement the learning process.

.


BUSINESS PLAN : Rotary

Rotary is a worldwide organisation of more than 1.2 million business, professional, and community leaders. Rotarians provide humanitarian service, encourage high ethical standards in all vocations, and help build goodwill and peace in the world. Rotarians around the world partner with local schools to give children better opportunities.

www.rotary.org

The Rotary Club of Morningside was chartered in July 1986 and is one of 86 clubs in District 9400, which spans Botswana, Mozambique, Swaziland and four provinces in South Africa.www.rotarymorningside.org

The Four-Way Test

Of the things we think, say or do :Is it the truth?Is it fair to all concerned?Will it build goodwill and better friendships?Will it be beneficial to all concerned?

Rotary has Education as a Priority. Rotary supports basic education and literacy, works to reduce gender disparity in education, and increase adult literacy around the world.



http://www.rotary.org/

http://www.rotarymorningside.org/


Vision – A leap forward in teaching practice

• Quality education free for all South Africans (learners, parents and teachers) on a YouTube-driven, lesson-tracking site. www.topteacher.co.za as per the Khan Academy and creative commons, opensource models.

• To shine a light on pockets of excellence and innovation in teaching in South Africa.• Collaborate with fellow South Africans to create a comprehensive resource of free online

lessons as a digital framework to supplement, invigorate and uphold the existing ciruculum and education system.

Missions and Goals – TV Contest and topteacher.co.za

• Motivate top teachers to create high quality, 10-minute video lessons/tutorials, through a sponsored, televised teachers’ contest with sponsored prizes.

• Promote creative teaching methods and celebrate outstanding teachers and innovation.

• Create free online resources to supplement education for use and reference by teachers, parents and students countrywide.

BUSINESS PLAN : Vision and Mission



http://www.topteacher.co.za/


BUSINESS PLAN : Offering Top Teacher TV Contest and online video resource:

What? A televised contest to challenge teachers and schools to volunteer to save their profession and their country’s future by going digital and getting creative.

Spin offs:1.) Basic curriculum video lesson resource – comprehensive local curriculum content made available free online2.) Opportunities for Government, corporates, individuals and schools to collaborate in an ambitious national intervention to solve the big question of education.

Differences of this offering to competitors

• 1 Khan Academy and Numeric (local provider of Khan Academy) offer only Khan’s videos. Top Teacher is about celebrating local teachers and their productions and building on the local curriculum.

• 2 Video tutoirals are avaiable for nearly everything already on YouTube but not for the local public school curriculum, and not organised in a user-friendly way for teachers, learners and parents to progress steadily through.

• While reality shows abound for almost every profession or passion, teaching has not been addressed and celebrated in this way and as a concequence these heroes, and natural performers, have gone unsung for too long...




The findings of the 2012 report by Nick Taylor to the Minister of Basic Education highlights the severe underperformance by a large percentage of our 420 000 teachers.

The study concluded that the “billions” of Rand spent on teacher training and development in the past 10 years had failed to produce results in the classroom.

Motshekga said in releasing the report that the department was aware of the problem.

How do we retrain the majority of the 420 000 teachers, how soon and at what cost?

Opportunity

BUSINESS PLAN : The Market Context:




Market TrendsTraining videos and screen-castingFlipping the classroomE-learning and gamification Tracking metrics and performanceEmerging TV consumption models : YouTube vs. CableOutsourcing memory to Google

Market GrowthDemand for video tutorials is growing.From professional training tutorials and home-made “How To” YouYube videos to online universities and now to primary and secondary school level digital tutorials.

Main Competitors

NANumericKhan AcademyOthers?

Market

BUSINESS PLAN : The Market:



420 000 South African teachers, 12 million learners and their parents who are being underserved by the current education offering of the DOE.


BUSINESS PLAN : Strategy and Implementation

A Tested Model

The Khan Academy

Salman Amin "Sal" Khan is a Bengali American educator, entrepreneur, and former hedge-fund analyst. He is the founder of the Khan

Academy, a free online education platform and non-profit organisation.

From a small office in his home, Khan has produced more than 4,000 video lessons teaching a wide spectrum of academic subjects,

mainly focusing on mathematics and the sciences.

As of May 2013, the Khan Academy channel on YouTube has attracted one million subscribers and the Khan Academy videos have

been viewed over 268 million times.

Forbes magazine put Salman Khan on its cover with the story "$1 Trillion Opportunity". - Wikipedia

Endorsements of the Khan Academy

Bill Gates - “I've used Khan Academy with my kids, and I'm amazed at the breadth of Sal's subject expertise and his ability to make

complicated topics understandable. He started by posting a math lesson, but his impact on education might truly be incalculable.” - Bill

Gates’ tribute to Khan being named one of Time's 100 most influential people of 2012. - Wikipedia

Google - In 2010, Google’s Project 10100 provided $2 million to support the creation of more courses, to allow for translation of the

Khan Academy's content, and to allow for the hiring of additional staff. - Wikipedia

Carlos Slim - Earlier this year the Mexican billionaire Carlos Slim, said to be the world's richest man, announced his Foundation was

funding the translation of the academy's work into Spanish, and the academy says its material is used in classrooms around the world,

including Mongolia. - Wikipedia




Future-Proof

Times have changed,

technology has improved and

learning methods are

being revolutionised.

- Free lessons - excellent world-class teaching aids for our local school curriculum available free-of-charge on the internet to schools and students.- Teachers apply new skills - teachers become accustomed to using new technology and new teaching aids - the future of teaching.- Equal education for all - all students will have the opportunity of being exposed to the best teaching standards and learning from the best teaching material available.- More time to teach - teachers will have more time to give one-on-one attention to needy students while supporting the progress of speedy learners.- Teaching unfamiliar subjects - Teachers who are required to teach new subjects will catch up on subject content and teaching skills from the video lessons.- Pace of learning - Where sufficient computer equipment is available, students will have the opportunity to progress at their own rate of learning.- Celebrities - “Celebrity-teachers” creating role-models and re-establishing the important status of teachers in the community.- Student judges - Students trained to give positive and constructive feedback while judging submissions, setting role-model standards for teachers and students alike.- Community involvement - Public awareness and participation in voting for the best teachers and raising funds for equipment for under-resourced schools.- Business involvement - Companies, at all levels, become involved in sponsorship of TV programme and computer equipment at schools in return for TV exposure.- TV entertainment - A popular TV Reality entertainment programme showing how teachers go about making their lessons, interviews with the supporting media/graphic artists, animation experts, studios and film-producers. Short extracts of the lessons shown on TV. Student panels discussing the merits of one approach over another.- Potential audience – Potential viewers includes 12 million students and 420 000 teachers, and their families.

BUSINESS PLAN : Strategy and Implementation

Key Objectives




Implementation

Interdependant funding model



• Contest is opened to the public. An online marketing drive and an initial call-to-participate direct mail issued to schools.

• Teachers register the title of the lesson they will be preparing at topteacher.co.za.• Teachers are assisted via video tutorial online to prepare their video tutorials, and to upload these to

their (school’s) YouTube channel, submitting the link on the contest website to complete their entry. • The best videos (judged by panels of learners (and by YouTube views), and the best teachers and their

classes will be showcased on the programme.• The videos will be organised against the curriculum and made available online.• Subsequent seasons of the show drive the continued creation and free availability of these videos.

Sustainability• The TV contest is the catalyst, both as incentive for teachers’ contributions and as a test of concept,

showing how the teacher-generated video tutorials are being used to supplement basic education and equip teachers and parents to assist learners.

• The next season of the show will see the challenge then passed to other schools and teachers, and even learner teams to get involved, rapidly capturing, storing and providing excellent lesson material from numerous volunteer contributors.

• If successful, the initial contest format will be supplemented by 24-hour streaming of lessons on a public free-to-air channel like e-TV’s new education channel, ensuring even those without internet can catch up on lessons after school and on weekends on the TV.

.

An urgent national intervention in basic education calls for significant sponsorship and support from government, corporate and media partners in what can only be an elaborate interdependency model.We require the support of the Dept. of Education, the backing of a public broadcaster to flight the show, major sponsors to finance the production of the TV show and the website, and many secondary sponsors to donate prizes to winning schools/teachers.

BUSINESS PLAN :


Producer Responsibilities

Pilot (TV Show)• Identify broadcasters’

requirements• Identify production company• Sponsors for production of

pilot• Identify pilot participants:

Schools, Teachers, Presenters.• Pitch to broadcaster

TopTeacher.co.za• UX design (simple interface, UX

across multiple devices, screens and OS’s]

• Web development• Launch Beta version and Testing• Ongoing improvement and

management.• Intorduce game layer

(assessment and learner progress tracking)

PR and Sponsorships• Secure production of the Pilot• Sell TV show major sponsorships• Prize sponsors• Advertising on site and TV show• Product placement• Pitch the PR (prestige and

reputational) benefits of exposure on Top Teacher.

National TV Reality Show• Work with broadcaster to

secure sponsorships.• Ensure Rotary branding is

retained on the programme

• Ensure exposure of Rotary Youth Leadership Programmes

BUSINESS PLAN :Strategy and Implementation




June2013

Sept-Dec2013

Early 2014

Mid 2014

Late 2014

2015 Mid 2015 onwards

Secure sponsorsFor pilot and web dev.

Production season 1 of Top Teacher SA.

TopTeacher.co.za makes lesson content available free and organised online.

Produce pilot and website. Setting the standard of excellence

Contest opensCall for entriesMarketing

Top Teacher SA screened on public TV

• Idea presented to Rotary District 9400 and accepted

• .Committee formed.• Business plan and presentation materials completed..

• Involve a handful of top teachers in making example videos

• Proof of concept pilot

• PItch broadcast partnership

• Website development

• Contest opens on website.

• Online marketing drive.

• Direct mailers to schools

• Top teachers identified from entries.

• Film crew covers the story of individual teachers

• Public can vote for their favorite teachers on TopTeacher.co.za.

• Content updated regularly as new entries come in for season 2

• Raise interest from sponsors and schools through direct marketing and presentations

• Prepare for launch.and teacher awareness drive

• Website testing and improvement

• PR drive• Continued

call for entries.

• Weekly YouTube video winners.

• Learner submissions open in response to teacher videos.

BUSINESS PLAN : Timeline

Idea conceivedAnd placed in the custody of Rotary Morningside.

• Further CC video resources andf Learner tracking tech added to the site with assessing tools.

Proposed by the Rotary Club of Morningside Rotary International, District 9400 Johannesburg, South Africa NPO# 122-020 PBO# 930001484Public Relations Director : Kristi Hansen [email protected] Tel: 0825288322 www.rotarymorningside.org


Roger WellstedHead of Research and Development

Nicole NorvalLegal advisor and project deputy champion.

Nuska ZwaneSocial entrepreneurship and IT consultant.

Kristi HansenProject Champion and Executive Producer.

David PriceInnovation and Web Devsupport.

Ian CruickshankFinances and compliance.

Evelyn ArcheryRotary Fondation International Funding support and PR

Kemble Elliot Deputy Head – Crawford Fourways and Education consultant

Michael ThoressonRotarian Fundraising and sponsorships

BUSINESS PLAN : Management Team




Phase 1 ExpensesCosts of pitching and promoting the project

Phase 2 Expenses• Website.• Pilot

Phase 3 Expenses• National TV show• Prizes• Website improvement

and mainatenance

Phase 1 Income• Initial Seed Capital(Rotary)Volunteered hours and expertise

Phase 2 Income• Major sposnorship 1

- Pilot• Major sponsorship 2

- Website

Phase 3 Income• Major sponsorships

and broadcaster rights.

• Advertising and product placement revenues

Budget• Broken down into three phases.

BUSINESS PLAN : Financial Analysis




R30,000,000

Budget Website TV Show Pilot Call to enter Marketing

TV Show Production

Cost

DevelopmentR800,000 – R1,200,000

R500,000 R350,000 R500,000 per episode

Roll OutR45,000 per month

N/A R350,000 R13,000,000(13 episodes x 2 seasons)

BUSINESS PLAN : Budget Estimates


