1. Review of Short Courses and proposed plan ahead
Short Courses (1-3 days)
Review of Short Courses and proposed plan ahead
27 July 2015

2. Strategic Position and Role
Not currently offered – developing concept
Would sit between ‘free’ Knowledge Groups / Seminars and the fee-paying Law and Development Training Programme
Intended to be financially self-sustaining
Development of A4ID’s thought leadership – consistently linked with SCAS
Visibility of A4ID within legal firms
Opportunity for informal interaction of Legal and Development Partners

3. Structure Timetable Introduction and outline Legal context
Application examples
Case study
Timetable
6 x 2hr training sessions
2 x 1.5hr case studies
1 x 1hr open discussion
Lunch and coffee both days

4. Proposed Schedule 1 Short Course / 2 months
2 days duration – Saturday & Sunday
Simple starting point for concept development
Primarily directed at working professionals
Months to be adjusted based on UK holidays etc
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
Nov
Dec
Short Course

5. Potential Topics Sustainable Development Goals – all
Sustainable Development Goals – Goal 16
UK and global legal implications
UK and global business implications
Aspects of Pro Bono

6. Target Audience Tier 1 Tier 2 Tier 3 Lawyers from Legal Partner firms
Lawyers from non-partner firms and organisations
Tier 2
Law students
Personnel from Development partners
Tier 3
Personnel from non-partner NGOs
Business Community
General Public

7. Marketing & Communications
Targeted Audience
Reach
Tier 1
Internal website updates and alerts. Direct contact with partners and key contacts for internal distribution.
Lawyers from Legal Partner firms
Lawyers from non-partner firms and organisations
Tier 2
Google search priorities, Law Society, Campus newsletters, Eventbrite
Law students
Personnel from Development partners
Tier 3
Personnel from non-partner NGOs
General Public
Business Community

8. Responsibilities
A4ID Learning Department

9. A4ID Learning Department – commitment

10. Invite speaker / DPs and attendees 2 months prior
Publish schedule
3 months prior
Invite speaker / DPs and attendees
2 months prior
Planning meeting
Confirm venue
Eventbrite event & marketing
1 month prior
attendees
Update marketing
Create event schedule
2 weeks prior
Topic Research
Collate material
Confirm logistics - venue
1 week prior
EVENT

11. Competitor Analysis
Analysed comparable events (1-2 days, non-accredited, broadly targeting legal sector)
Events >1day long are most often fee-paying. Events <1day are most often free.
Fees range from £7.5/hr to £53/hr.
Average cost of 7 comparable offerings is £29/hr – (average is not useful information)

12. Competitor Analysis
Limited pool of organisations offering similar courses.
Organisation
Individual Membership
Representative Sample Events
Hours
Member Cost
Non-M Cost
Target Audience
Member cost/hr lowest
Non-M cost/hr highest
BIICL 3 £
ICSID Treaty at 50 8
60-195
Forum members
7.5
40.6
BIICL 2
Short Course: International Law
28.5
360
600
Prospective Int Law practitioners
12.6
21.1
REDR NA
5 day course - managing crisis 40
Humanitarian
14.5
33.8
BIICL 1
Short Course: Human Rights for Business People
126
210
Business individuals
15.8
26.3
Oxford University
Economics of Climate Change 6
125
General
20.8
A4ID (Proposed Position)
£30-100
Example Short Course 15
225
300
15.0
20.0
Central Law Training 1
Back to Basics - Discrimination
450
Lawyers
35.0
75.0
Central Law Training 2
Charity Land Transactions 3
120
280
40.0
93.0
Trustlaw
Social enterprise and impact investing
610
Law Society
Development Masterclass: (Various) 7
370
52.8
Bond
Group
Various 2 day courses on development
Development
43.0

13. Proposed Initial Positioning
£ per event (£15-25 / hr) as a goal.

14. Plan Ahead Internal analysis guided by this presentation
Focus group with Legal Partners
Analysis of Focus Groups Feedback
Survey of Tier 1,2,3 potential attendees – topic interest, scheduling and willingness to pay etc.
Planning
Launch

15. Focus Group A4ID training in general
Specific focus on “short course” concepts and Knowledge Groups
Organisation
Focus Group Invitee
Allen & Overy
Helen Rogers and Hayley Jones
DLA Piper
Amy Heading
Mayer Brown
Heidi Newbigging
Ashurst
Claire Fourel (cc Sarah Morton-Ramwell)
Pinsent Masons
Dhan Vekaria (+Kate Fergusson?)
White & Case
Sophie Orr
Clifford Chance
Tom Dunn
Linklaters
Meera Dadia and Elsha Butler
Weil
Rob Powell
Norton Rose Fulbright
Ian Pegram
CMS
Emily Catterwell
BWB
Stephanie Biden