"Business & Society" Prof. Susan C. Schneider

Jerónimo Calderón

Master of Science in Management

2012-2013

University of Geneva

DINDA Laila Sukma

FRATALOCCHI Mélissa

KÖPPEN Bianca

RASORI Vanessa

TSANG Ching Yee Kathy

Executive Summary

Going Global Indonesia is a non-profit association with the aim to teach languages to and

share international culture with our target beneficiaries, who will be high-school students in

Indonesia. We encourage our stakeholders such as the volunteers, business partners and

donors to participate and contribute to the project and thus ensure the effectiveness of the

social impact.

Currently, we partner with Yen Marketplace for project development coaching and AIESEC

Geneva as a volunteers source. We believe that many more active partners will join as well.

We identified a number of competitors in our main activities such as LiveMocha.com, British

Council, and Khan Academy, and are confident to say that our philanthropic project will be

sustainable. Further, we will teach not only to students but also to the existing teachers that

will allow robust social impact on the society through continuous and sustainable provision of

language skills.

Each participant, i.e. the volunteers, the management and the beneficiaries, will face several

processes of selection such as the filtering, preparation, main activity and review. All

processes are transparent and allow surveillance from any interested stakeholders.

Looking at the milestones plan, at the first year we will establish the association and register

in the canton of Geneva whilst we will perform the filtering and preparation activities. The

pilot project will be started in August 2013. In the second year, we plan to expand our project

by covering more schools and invite more donors from both Indonesia and Switzerland to join

us. We will perform review and surveillance to adapt for the better implementation. In the

third year, we will have a periodic review, search for more schools, and invite local and

international companies as well as partners to become donors.

We have created a budgeting plan for one year operational cost. With the total of 67.000CHF

per year (see Appendix 3), we are looking at building the young generation in Indonesia to be

multilingual and internationally exposed individuals that will be welcomed in the international

market with their wide-open hands.

Table of contents

1. Market research ...................................................................................................................... 1

1.1 The Market ....................................................................................................................... 1 1.1.1 Demographics ............................................................................................................ 1 1.1.2 Education ................................................................................................................... 1 1.1.3 Tourism ..................................................................................................................... 1

1.1.4. Estimation of market size ......................................................................................... 2 1.2. Beneficiaries .................................................................................................................... 2

1.2.1. Schools ..................................................................................................................... 2

1.2.2. Students .................................................................................................................... 2 1.3. Competitors ..................................................................................................................... 2 1.4. Current partners ............................................................................................................... 3

2. Vision, mission, objectives and activities .............................................................................. 3

2.1. Vision .............................................................................................................................. 3 2.2. Mission ............................................................................................................................ 3 2.3. Objectives ........................................................................................................................ 3 2.4. Activities ......................................................................................................................... 3

3. How we will deliver our service............................................................................................. 3

3.1. People .............................................................................................................................. 3

3.1.1. Management team .................................................................................................... 3

3.1.2. Local office in Indonesia .......................................................................................... 4

3.1.3. Volunteers ................................................................................................................ 4 3.2. Partners ............................................................................................................................ 4

3.3. Process ............................................................................................................................. 5 3.3.1. Management process ................................................................................................ 5 3.3.2. Volunteers process ................................................................................................... 5

3.3.3. Beneficiaries process ................................................................................................ 5 3.4. Milestones and future steps ............................................................................................. 6

3.4.1. 1st year ...................................................................................................................... 6

3.4.2. 2nd

year ..................................................................................................................... 8 3.4.3. 3

rd year and further ................................................................................................... 8

4. Financial projections .............................................................................................................. 8

5. Legal issues .......................................................................................................................... 10

Appendixes ............................................................................................................................... 11

Appendix 1 ........................................................................................................................... 11 Appendix 2 ........................................................................................................................... 12 Appendix 3 ........................................................................................................................... 13

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1. Market research

1.1 The Market

1.1.1 Demographics

Indonesia is a country of 250 million people, making it the 4th most populous country in the

world (as of July 2012).

12.5% of these people live below the poverty line (2011). The country still struggles with

poverty and unemployment, inadequate infrastructure, corruption, a complex regulatory

environment, and unequal resource distribution among regions (CIA, The World Factbook).1

1.1.2 Education

The most widely spoken language is Bahasa Indonesia, together with a high number of local

dialects. English is taught in the school curriculum, sometimes since the first 6-year

educational cycle (6-12 years old). However, it is not commonly spoken on a daily basis.

Other foreign languages such as French, Spanish, German and Italian are not commonly

taught in the first 9-years curriculum. Some schools offer this option during the Senior High

School level (16-18 years old), but it still depends on which type of school the student goes to

(World Bank and Education in Indonesia).2

1.1.3 Tourism

Tourism in Indonesia is an important component of the Indonesian economy as well as a

significant source of its foreign exchange revenues. Tourism has been growing steadily in the

past few years. In 2011, the number of international tourists visiting Indonesia reached a peak

of 7.65 million people, an increase of 9.24% compared to the about 7 million in 2010. Setting

the length of stay at 7.84 days, the average spending amounts at US$1,118.26 per visit. Most

of the tourists are Singaporeans, Malaysians and Australians.

From the information provided above, we can see that teaching a language to the Indonesian

youth can make a real impact. As an increasing number of tourists are coming to Indonesia,

tourism is still growing. In a developing country like Indonesia, tourism is the basis for

economic development and essential to boost small local businesses. Therefore, it can

significantly contribute to improve the country. As English is a language frequently used in

tourism, it is then essential to be learned.

Moreover, English nowadays is also used in commerce and international relations, so it is an

important asset to have on your CV.

Apart from English, other foreign languages can also improve the future of young

Indonesians, by allowing them more opportunities in terms of career as well as opportunities

to go abroad or work for an international company. For this reason, our project also involves

the teaching of other foreign languages, like French, German or Spanish for example.

Overall, our venture addresses a real and important need in the Indonesian society and

economy. Languages are needed to improve education, and thus reduce poverty through better

professional and life opportunities. This program will benefit in particular students from low-

1https://www.cia.gov/library/publications/the-world-factbook/geos/id.html

2http://web.worldbank.org/WBSITE/EXTERNAL/COUNTRIES/EASTASIAPACIFICEXT/0,,contentMDK:231

87196~pagePK:146736~piPK:146830~theSitePK:226301,00.html

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income families, those who usually can not afford the best schools or pay for some extra

curricular language courses.

1.1.4. Estimation of market size

We intend to accept 15 students in each school for each session. Based on what research

suggests and on our personal experience, this class size will encourage better a learning

process and interactive lessons. We think that with an increase of minimum 2 schools

registered every year (first year =4 schools, second year= 6 schools, third year= 10 schools)

and classes with 15 students, we might reach up to 300 students for the first 3 years of

operation.

1.2. Beneficiaries

1.2.1. Schools

We are targeting two schools for the first semester and an increase of two more schools in the

second semester of the first year. The targeted schools are required to have internet access and

be in possession of a projector, sufficient computer units, headsets and microphones. Once

our association is settled in sustainably, we will try to provide necessary equipment through

the collection of commodity donations. With the target to sustainably cover especially the less

developed areas in Indonesia, we believe that the project has the potential to expand to more

schools even quicker in the years to come.

1.2.2. Students

We will initially target 15 students in each school and a total of 60 students in the first year,

90 students in the second and 150 students in the third year. The students willing to take part

in the language classes will have to be registered as a high school student with good grades,

interested and motivated in learning foreign languages, getting to know new cultures and

broadening their personal horizon.

Therefore, we will implement a selection process to ensure the quality of our teaching through

small classes. These students will be between 14 and 18 years old.

1.3. Competitors

Live Mocha (www.livemocha.com) offers an interactive language teaching for anyone online

with tuition fee. With the same concept on Internet interface and interactive learning, our

project offers sponsorship for the students and schools to ensure that these beneficiaries focus

on studying rather than trying to find ways to pay their education.

British Council offers free English course (www.britishcouncil.org/english). The current

challenge lies in the teacher’s quality and their confidence to pronounce the language

perfectly. Our project offers the same free English learning aims for the regular English

teachers. Hence, we help them to continuously improve and sustainably provide this

perfection to the students.

The closer competitor is the Khan Academy (www.khanacademy.org) that offers free video

and interactive learning for various types of courses, but this excellent platform does not offer

language courses on their list. This constitutes our competitive advantage over the Khan

Academy.

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1.4. Current partners

YEN Marketplace provides their in-kind contribution to this project as the coaching provider

for project development with a duration of 12 months sessions for the association’s members

and management team.

AIESEC agreed to provide us with volunteers who will consist of enthusiastic students from

around the world that are eager to take part in this project and collaborate with teaching to

young Indonesians.

2. Vision, mission, objectives and activities

2.1. Vision

To create opportunities and mobility for Indonesian youth in a global society through

proficiency in foreign languages and expanding their knowledge of other cultures

2.2. Mission

We are a non-profit organization that aims at intermediating language-knowledge transfer and

cultural familiarization to Indonesian Youth by engaging global community with various

backgrounds, through the spirit of volunteering.

2.3. Objectives

In three years time, the young Indonesian participants can communicate in more than one

foreign language and the teaching quality of participating English teachers in the high school

level will increase, both verbally and in writing.

2.4. Activities

The main activities to achieve objective 1: Students communicating in more than one foreign

language

· 1 level increase on foreign language skill in 90 hours course

· 2 hours/week long-distance course in 2013

· 15 students in for each one pilot school in 2013

· 6 volunteers for the project in the pilot school in 2013

· An increase of 1 school project/year.

The main activities to achieve objective 2: English Teachers increase their English level

· Ideally, one English native speaker to partner up with one English teacher

· Tandem session twice a week for 3 months

· One session of in class interactive discussion from the partner each month for 3

months

3. How we will deliver our service

3.1. People

3.1.1. Management team

Geneva Office

In order to constitute the management team in Geneva, we defined jobs in different areas:

finance, operations, information systems, business development and education.

· Chief Manager: In charge of the project and its operations. Coordinate the team in

both Geneva and Indonesia, monitoring of the managers.

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· Financial Manager: In charge of accounting and budget controlling.

· Operations Manager: The link between schools in Indonesia, the volunteers and

the team in Geneva.

· Information Manager: Aims at building the Website and the Facebook page and

updating them. So they monitor the marketing channels.

· Business Development Manager: Supervise the different partners: donors and B2B

partners.

· Education Manager: Handle the teaching material compilation and of the sessions

scheduling.

3.1.2. Local office in Indonesia

Local team leader will liaise with the schools and students, but also with local government.

He will keep the Geneva team updated.

3.1.3. Volunteers

The volunteers will be students, teachers, and more generally people from different

backgrounds with a good level in one language offered in the project at least, (high

proficiency or native speaker).

How to find them?

Thanks to social networks such as Facebook, our GGI Website and advertisements, we hope

to reach a wide spectrum of people that will be interested to volunteers for our association.

We also involve associations (student associations, volunteers associations). To select

volunteers, we will establish a process comprising selection and interviews. It will be

complemented later with continuous training and control.

Value Proposition: Why should they join us?

· Personal development:

Indeed, it is a human and rewarding experience to be part of a social project where

you can share your knowledge.

· Professional development:

Volunteering in our association is a real-life teaching training for the volunteers

and opens the opportunity to grow personally. The teachers will have to speak in

front of a bigger public, which is the school class. Moreover, a volunteering

certificate will be provided in the end of the commitment.

In order to ensure the quality of teaching of the volunteers, we will strictly select volunteers

and provide teaching trainings, so they can deliver good quality of teaching.

3.2. Partners

To support all our ideas of setting up our association, getting attractive towards students and

schools and establishing stable financing, we want to establish a network of partnerships.

Our primary partners are the Indonesian schools to get in contact with students and hold

classes regularly. Next to this, we will have strategic business partners who can help us with

our business operations. These will be a language school to get a teaching certification, the

AIESEC student association who help us in recruiting volunteers, journalists who want to

write for our website and local clubs whose support help us in accessing an international

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network of donors and contributors to businesses with a good cause. Our third group of

partners will be the sponsors for the teaching fees, donors of commodities such as computers,

microphones and other equipment, associations who want to engage in the classes. The latter

could be associations that care for language and improvement of speaking (example but not

specific to the international Toastmasters community). They could hold guest speeches during

the class or make available recordings from their international speaking competitions for

training purposes.

3.3. Process

All operations will be internet-based through a website: a domain name has already been

bought, which is www.goinglobalindonesia.com (see Appendix 1).

As previously mentioned, there are three main actors, which are the management team, the

volunteers and beneficiaries.

3.3.1. Management process

The management is responsible of raising funds, preparing the teaching material and

conducting the volunteering selection process.

3.3.2. Volunteers process

The volunteers sign up online, through our website. Interviews will be conducted in order to

filter the best profiles. There will be a training of volunteers, and a coaching session. Then,

they will have access to the teaching material and an online schedule will be organized,

making transparent the availabilities of each person to the others in order establish the

teaching timetable. All this will help the volunteers to be ready to teach.

3.3.3. Beneficiaries process Schools (see Appendix 2) will have to register with our association. After the registration of

the schools, the students that are interested in will have to prove their motivation because the

class will be limited to 15 students.

3.3.3.1. Online interactivity

Thanks to the internet, our project is highly feasible. Through Skype or similar providers, all

means of communication such as video calls and video conference are employable. We will

use e-mails and projectors to receive, correct and send back the students’ homework. Our

project will support the improvement of the language skills of our students through active

participation.

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3.3.3.2. Offline study

We are aiming at improving the students’ grammar, writing, listening and speaking capacities

through our classes online. In addition, homework will be given to students for offline study.

3.3.3.3. Measurement

Our final goal is to also prepare those students who are interested in taking a language exam

to get their qualification from a third party language proficiency (IELTS, DELF/DALF, etc).

3.3.3.3.1. Before the course

English: We will evaluate their scores before/after the classes. The scores will come from the

usual tests that they will have in their normal classes.During the course

In order to measure the impact on students, we will keep track of our pilot students to evaluate

their progress and their improvements in their language skills.

English: Since we come as guest speakers, the English teacher in Indonesia will be in charge

of testing his/her students as it is usually done in their class.

Other foreign languages: We will evaluate the students’ language progress throughout the

whole process. We will check their improvements in their grammar, listening, writing and

speaking skills. Their homework will also be a proof of their improvements.

3.3.3.3.2. After the course

All: As a final evaluation the students will take a language exam/test of their choice. As a

proof of our impact on the language skills, we would also establish our own test.

The ultimate evaluation from a more long-term perspective for all the languages we will

teach, will be an assessment of whether the language skills/certificates were eventually

beneficial for them to get good jobs. It is necessary to compare if our training helped them to

attract job offers, go abroad or achieve other personal goals. To estimate this, however,

calculating that we are targeting 14-18 years old, we will need a couple of more years to

evaluate the social impact which our teaching provides to these young Indonesians.

3.4. Milestones and future steps

3.4.1. 1st year

For the first year, we plan to find a committed founding team of personnel and professionals

from different backgrounds. This includes professions that cover all of our needs for the

project in the short term: teachers, IT specialists and business experts amongst others. Setting

up the association and make it official and recognized in both Switzerland and Indonesia is

one of the priorities for the first year as well.

We will make sure to establish contact with all of the necessary stakeholders:

· Potential customers in our target market

· Potential private and corporate sponsors

· Indonesian community to get feedback and spread-of-word

· Respective Indonesian government representatives to ensure support for the

project.

As for the schools in Indonesia, we plan on finding a pilot establishment and then look for a

team leader in Indonesia to establish and maintain our relationships with the school.

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Also, finding enough funds to support the project is essential, so we ensure short-term

financing at first, to make the association viable in the first year. At the same time, we will be

looking for longer horizon funding too.

For the first year, we will perform business on a low-scale in order to ensure sufficient buffer

for trial and error. It will allow us to learn from the challenges we will be confronted to, and

adapting our structure or processes if needed.

3.4.1.1. Project Management Time Line

Detail

Getting Started

1 2 3 4 5 6 7 8 9 10 11 12

Management

Geneva

office

Association Board

Member filter

Job Position

Website purchase

Website development

Association registration

preparation

Association registered

Monitor

Beneficiaries School

School Finding

Establish contact

Filter and Interview

School is found

Teaching process

Certification

Partnership

Donors

List potential donors

Establish contact

Communication

Agreement

Monitor

Partner

List potential Partner

Establish contact

Communication

Agreement

Monitor

Volunteers

Local Team

Leader

Find representative

Filter and interview

Representative found

Native

speakers

Advertisement

Recruitment process

Filter and Interview

Volunteer is found

Training

Scheduling

Teach

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3.4.2. 2nd

year

As for our goals and milestones in the second year, our main focuses will be to develop,

improve our activities at every single level and expand our relationships with the

stakeholders. Indeed, we will expand the quantity of schools, continue the recruitment of

volunteers and provide them with professional teaching training. We will strive for a constant

improvement of our teaching materials as well.

We will expand our business network and build new or stronger relationship with both local

and global associations of non-profit organizations. This will allow us to promote the

association, get recognition and facilitate future fundraising. Also, we will reinforce our

affiliations with our direct customers, by involving them in the assessment of our services.

This permits us to develop our relationship with them, and at the same time improve the

quality of our services. A particular attention will be paid to the indirect customers as well: we

will establish business partnerships to learn about their needs and align with them. We will

make sure to continue the development of our business processes too. We will do so by doing

a comprehensive monitoring of our activities and their results, in order to ensure the

satisfaction and establish loyalty.

3.4.3. 3rd

year and further

Regarding the goals for a further horizon, we will strive for financial stability by obtaining

fundraising from corporate and private sponsors, in order to ensure a more secure budget. We

will also keep on reaching out to more schools and continue the recruitment of volunteers.

Given the experience we will have acquired, we plan on expanding our services and teach a

broader range of languages, according to the needs in Indonesia.

Also, we will continue to strengthen our relationships with local and global associations,

NGOs, companies, governmental entities, etc. We will ensure to improve our customer's

loyalty and satisfaction by continuously educating the volunteers and getting official teaching

accreditations from various institutions in Indonesia, Switzerland or even Europe. All of these

actions will enhance our reputation in the education market across the globe.

All along the way, we will strive to learn and improve continuously in order to provide the

best services possible.

4. Financial projections

Regarding our budget, we have estimated costs for the on-going business operations for the

period of one year (see Appendix 3).

The biggest part will be personnel costs of around 37.000CHF annually. We plan to employ

an Operational Officer constantly in Geneva to coordinate the volunteers, do administrative

tasks and keep contact with the Indonesian counter parties such as the schools, officials and

Team Leaders. He will get constant support from the association’s members. Further, we will

employ two Team Leaders in Indonesia to coordinate our business locally. They are supposed

to help us in the acquisition of new schools, building contact with the children, organize

marketing campaigns and be active in social communities. In contrast, the teachers will not be

paid. Our business concept therefore strongly relies on people with exceptional motivation

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who seek satisfaction from teaching and working with people from other cultural

backgrounds.

Another block will be the overhead costs. These are composed of the office rent in Geneva,

maintenance and improvement of our website, electricity and costs for high-capacity Internet.

We assign around 20,000CHF per year to this.

Further, we will have operations costs of 6,000CHF yearly. These comprise costs for

computers, printers, stationeries, paper and projectors. For all these assets, we will also try to

get commodity donations from our future partners to keep our operating costs low and be able

to use monetary donations and future revenue to invest in the improvement and

professionalization of our teaching activity.

The last block of costs is composed of eventual costs for internal events for team building,

teaching of volunteers or information events in schools. We calculate here around 4,000 CHF.

The total budget we calculated for maintaining our business operations will then be

67,000CHF annually.

Sources of finance

Going Global Indonesia is intended to be a social business. As such, the association’s health

will depend on establishing one or more stable sources of income to generate constant

revenue.

In the very beginning, we establish a strong network of initial business partners and donors, as

there will be a strong dependency on donations and business contacts. This approach is

absolutely necessary to bridge the time until our revenue sources are implemented and well

developed.

Concerning possible revenue sources, we have spotted a set of options that can complement

each other well.

First of all, we intend to base the attendance of language classes on a membership fee. We

deem that directly charging the students will not only generate a stable income out of the core

activity our association pursues. Moreover, this will be an excellent tool for us to appeal to the

students’ association of high value for good quality and connect it with the motivation and

commitment to continuously participate in the classes and make progress in learning. Hence,

it supports us in building a good reputation that leads to legitimacy and shows the absolute

will of our association to sustainably commit long-term to the vision and mission.

Regarding the fees, we consider charging stable amounts that are equal in the whole country.

They will be oriented to the overall purchasing power in Indonesia.

What might sound questionably at first, having in mind the unequal distribution of family

incomes in Indonesia, will be our tool to approach our business partners: Students with a very

low family income, whom we expect to live predominantly in Indonesia’s eastern islands, will

be sponsored directly by our partners. This way, we can ensure a tangible value of our classes,

sufficient student motivation, but also support for the students through avoiding high costs for

them. At the same time, we hope that the sponsorship concept enhances competition among

the students themselves, because available sponsorships have to be distributed according to

certain criteria. Looking now through our business partners’ eyes, our student sponsorship can

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be a very good opportunity to engage in sustainable CSR. A direct sponsorship for a defined

number of students will be more tangible for the company’s stakeholders than some amount

of money, which is donated to an association. In return, we will mention our partners’ names

and company logos exclusively on our website and annual business reports for our own

stakeholders in Geneva and Indonesia.

Next to the teaching fee and a sponsorship network, we aim to establish a lively website

community using the homepage we already have created (http://goinglobalindonesia.com).

This can only be achieved through very good web content. Our idea is to combine teaching

material available online (such as audio files, additional texts to read, exercises and

homework corrections) with lifestyle articles and curiosities from different cities around the

world and gripping background information to relevant and late-breaking topics. We will

write the articles, by the students (with our editing) and partnering journalists who are

interested in writing for a new community and explaining their personal viewpoint on topics.

The idea here is to make some of the content available exclusively for members of the

communities. The membership will be free of charge for the students who attend our language

classes.

Once the website has a lively community, it can further be used for promoting cross-finance

activities such as the agency for accommodation abroad. We deem it a very interesting

concept to support mobile Indonesians who want to go abroad for short-term (for tourism,

marriages, family celebrations) or who want to commence a long-term stay abroad in helping

them find accommodation within the respective local community. These can be Indonesian

families, but also supporters of the association. Going Global Indonesia in this respect would

be the intermediate between the people seeking shelter and registered people who offer

accommodation. This concept can be used internationally and is also interesting for people

who want to go to Indonesia to experience the country and get in contact with locals.

5. Legal issues

GGI only follows the rule established in Geneva-Switzerland where it is registered.

Partnership cancellation: Once partnership is established, the agreement will follow a 12

months partnership bond. Any cancellation from the partner may be made at least 1 (one)

month prior the effective date with a penalty of 80% of the total partnership agreement’s

value. GGI may cancel the partnership with 1 (one) month notice without any bearing any

penalty.

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Appendixes Appendix 1

Website screenshots of http://www.goinglobalindonesia.com

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Appendix 2

School registration as per January 2013

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Appendix 3

Financial Budget

Cost Description Estimation Calculation

p.a (CHF)

Overhead Website maintenance, electricity, internet,

telecommunication, office rental

20,000

Personnel 1 Operational Officer

2 Team Leaders on site

37,000

Operation Computer, printer, stationery, paper, projector 6,000

Others Team building, Teaching of volunteers, Information

events in schools

4,000

Total 67,000

Business canvas