Growing or Enhancing Your Program Based on Sound Development Decisions

Bruce RindlerJoeMcVeigh

March 24, 2017TESOL, Seattle

Getting started

• Who are you?• What issues have you had in

planning program direction? • What is your role?• What would you like to get out of this

workshop?

How NOT to make program choices

• Let’s do it because they do it.

• That sounds cool, let’s do it.

• Harry thinks it’s a good idea.

• I love Spain, let’s do something with them.

Overview of the program planning process

• What’s going on around you?• What is your profile?• How can you choose from possible

opportunities? • How can you evaluate a particular

opportunity?• How do you get support, funding, or

permission?

Challenges To rationaldecision-making

Confirmation bias

Confirmationbias

Confirmation biasConfirmationbiasYou are much more likely to believe what you are already predisposed to believe-- where do you get your news?

The anchoring effect

The anchoring effect

• We base our expectations on what we are familiar with.

• This means that we often don’t consider possibilities that might be outside our experience.– Temperature– Program size

The availability heuristicThe availability heuristic

The availability heuristicThe availability heuristic

There are things all around you that you don’t notice.

Until you do. Thenthey are everywhere !

The myth of introspectionThe myth of introspection

The myth of introspectionThe myth of introspectionWe think we make decisions by careful analysis. But in fact we often choose based on emotion and “gut feeling.”

Tool 1 – What is going on around you?

Environmental Data

TrendsPolitical

EconomicSocial

TechnologicalEducational

(STEEP)

Tool # 1 PEST Activity – Directions

1. Review the definitions of the four domains

2. Identify which domain each factor falls under

3. Consider how this factor can affect the organization …positive “+” or negative “-”

Tool # 1 PEST Activity – Institutional Contexts

1. A private Language School in New York City

2. A university based Foundation Year Program in Saudi Arabia

3. Your program/organization

Tool # 2What is your profile ?

SWOT Analysis

• Strengths• Weaknesses• Opportunities • Threats

Strengths

Students

Resources

Location

Faculty

Programming

Leadership

Curriculum

Quality

Weaknesses

Students

Resources

Location

Faculty

Programming

Leadership

Curriculum

Quality

I

Tool # 2 - ActivityWhat is your profile ?

Identify a category (S,W,O or T) for the items in each section – Choose the best answer

IEP SWOT Analysis Example

1. Lack of faculty consensus on assessment framework2. Latin American student market growing dramatically3. Faculty have strong credentials4. Lack of diversity of student population in program5. New LMS emulates classroom experience on-line6. Program has a full-time academic advisor on staff7. Immigration crackdown is causing delays in issuing

visas8. UK/Australia cutting back on student visas

IEP SWOT Analysis Example Answers

1. Lack of faculty consensus on assessment framework (W)

2. Latin American student market growing dramatically (O)

3. Faculty have strong credentials (S)

4. Lack of diversity of student population in program (W)

5. New LMS emulates classroom experience on-line (T)

6. Program has a full-time academic advisor on staff (S)

7. Immigration crackdown causing delays in issuing visas (T)

8. UK/Australia cutting back on student visas (O/T)

Adult ESL SWOT Analysis

1. Budget crisis looming from funding agency2. Curricular materials were created …3. Faculty are loyal to the mission of the program4. Immigrants from Syria are moving into …5. Local church groups have formed a coalition …6. New state law requires English competence …7. Program director planning to review . . .8. Space constraints require compromise ….

Adult ESL SWOT Analysis Answers

1. Budget crisis looming from funding agency (T)

2. Curricular materials were created … (W)

3. Faculty are loyal to the mission of the program (S)

4. Immigrants from Syria are moving into … (O)

5. Local church groups have formed a coalition … (O/T)

6. New state law requires English competence … (O)

7. Program director planning to review . . . (S)

8. Space constraints require compromise …. (W)

Tool # 2 - ActivityWhat is your profile ?

Using the template, Identify a couple of examples in each quadrant (SWOT) for your current organization, or one you have worked in or have attended.

Tool # 3 – How can we choose from

possible directions?

The Ansoff Matrix

How can we choose from different possible directions? The Ansoff Matrix

Existing Products

New Products

Existing Markets

Market Penetration

Product Development

NewMarkets

Market Development Diversification

Ansoff Matrix - Market Penetration

• More of the same – but improve• Keep, defend, nurture current programs

and clients• Proposals or new initiatives might

include: – Enhance quality, services – Add new resources, buildings or staff– Renovate curriculum

Ansoff Matrix - New Product Development

• Same population• Examples of “new products” might include:

– Add a foundation year program (IEP)– Add English for medical assistants class (AEC)– Create a business communications class (EFL)

Ansoff Matrix - New Markets

• Same service and products• Examples of “New Markets” might include

– Nearby institutions without ESL programs (IEP)– Students from Turkey (IEP)– Parents of K-12 ELLs (AEC)– Hotel chain to train workers (EFL)

Ansoff Matrix - Diversification• More challenging!!

– New market and new product

• When the current model isn’t working

• Examples might include:– Develop a part-time evening program (IEP)– Offer driver’s ed classes (AEC)– Offer Spanish for new immigrants (EFL/Spain)

Tool # 3 – How can we choose from

possible directions?

The Ansoff MatrixActivity

Tool 3 Ansoff Matrix – Activity

Choose your program, or one of the following samples:

1. Private Language School in Shanghai (EFL)Specializes in TOEFL prep classes

2. US based IEPProvides EAP and study skills to incoming

students3. Adult Education Center in Seattle

Provides English classes and job skills training to the immigrant population

Sure, we can do that!!

Looking at the “O” in SWOT

Tool 4 – How can we evaluate a particular opportunity [evaluation photo slide]

Tool 4 – How can we evaluate a

particular opportunity?

Reviewing internal criteria

Tool 4 -- Criteria for ReviewShould you pursue this opportunity?

Major Criteria:• Financial• Mission• Extended benefit• Resource capability

Criteria: Financial impact

• What will it cost?• What will you earn?• Is it worth doing?

Criteria: Financial impact

Program 1• Income $1,000,000 Expenses $900,000• Margin = 10% Profit = $100,000_______________________________________Program 2• Income $75,000 Expenses $60,000• Margin = 20% Profit = $15,000________________________________________

– Institution normally requires 20% margin- Why? – Consider economy of scale

Criteria: Mission coherence

• Consistent with institutional mission• Leverages program’s expertise• Builds on core competencies

Criteria: Extended benefit

• Lasting relationship if client based• More than a one-shot program• Potential expansion to other institutions or

populations

Criteria: Resource capability

• Human • Infrastructure • Organizational • Curricular

Should you pursue this opportunity?

Other criteria• Impact on existing programs• External perception • Professional development• Greater good

Criteria: Impact on existing programs

• Resources, Enrollment, etc….• Get input from throughout the organization

Criteria: External perception

• How do others view you ?

Criteria: Promotes professional development

• Motivates teaching staff • New students, tasks and travel• Teachers/staff develop new skills

Criteria: Serves a greater good

• Program for an underserved population• Social responsibility • Cross-cultural training for anyone

Tool 4 – How can we evaluate a particular opportunity [evaluation photo slide]Tool 4 – How can we

evaluate a particular opportunity?

Activity

Applying the criteria – Tool #4Assess one of these sample programs as a fit for your institution - Make notes in the grid

1. A German study abroad agency sends groups of college students abroad for three-week study tours with groups planned for June, July and August to your country.

2. A local electronics company has a largely Portuguese -speaking workforce. They need English training on-site to improve job performance and safety.

3. The Korean government sending 40 high school English teachers for a summer TEFL Certificate and language enhancement program.

4. The US gov. funds 8-week language/culture program for new Fulbright scholars prior to university placement.

Tool # 5 Preparing a proposal [proposal photo slide]Tool # 5 Preparing a proposal

Tool # 5 Preparing a proposal

• Purpose - What

• Need - Why

• Procedures - How

• Evaluation – Prove it works(ed)

• Qualifications – Why us

• Budget – What it will cost

Proposal Checklist Example - The US government organized a refugee resettlement in Seattle of 600 Syrians with limited English skills and little knowledge of employment customs. They are having difficulty finding jobs.

The government is asking local institutions to provide programming. The government will fund the program and is asking for proposals. Review the proposal outline from SCLC:

1. What do you like and not like about the proposal? 2. What questions do you still have for them?3. Would you fund them? Why or why not?

Tool # 5 Preparing a proposal [proposal photo slide]

Tool # 5 Preparing a proposal activity

Choose one of the sample program

opportunities and make notes in the

grid as if your program was a

candidate.

Wrap up [photo slide]

Wrapping up

Questions

Thank youThank you !

brindler@bu.edujoe@joemcveigh.org

Get a copy of the handout atwww.joemcveigh.org/resources

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