How to sell the right HE service to employers and employees Kim White Chief Executive Intelligent Career Development Ltd

or….. Unchaining Higher Education – Part Two ….from concept to commercial reality

The Key Steps Market research Infrastructural design Costing and commissioning Promotion and advertising Operational logistics Financial returns

Market research Definition of CPPD WMRO Product/service core concept Localised, targeted survey Analysis of data Selection of priorities Product/service offering defined Price sensitivity – value for money

Infrastructural design Pedagogy Learning media IT platform Quality assurance Financial framework - charging Registration Student support

Costing & commissioning Price drives cost – affordability and worth Cost components of development Cost components of delivery Research of specific markets Distillation of needs Selection of source for solution Specification of solution

Promotion & advertising Brand specification Overall promotional strategy B2B and B2C Channels and media Pitches, messages, slogans Placement and timing Copy and images Monitoring

Operational logistics Sourcing of supply Service level agreements Pilots Commercial launch Feedback, evaluation and refinement Repeat delivery – business-as-usual Repeat business – loyalty Customer service standards - charter

Financial returns Gathering payments Distribution of revenues Cost drivers and controls Cash flow forecasts Profit projections Reinvestment and growth Expectations v reality – budget v actual Non-cash gains – reputation, goodwill and intellectual property