yoga leads to a still mind steady like a lamp in a windless place
BWYQ Background BWYQ DATED IMAGE YOGA QUALIFICATIONS NOT EFFECTIVELY MARKETED. BWYQ DISPARITY WITH BWYT
Opportunity •
ACCREDITATION MARKET - SIGNIFICANT INVESTMENT & COMMITMENT
•
STRATEGIC PLANNING - QUALITATIVE STANDARDS LEADERSHIP, OFQUAL
•
OFQUAL REGULATION DEMANDS BWYQ & BWY “GLASS WALL”
•
CREDIBLE INDEPENDENCE FROM BWY
aim
Q
our aim is to raise awareness - grow reputation & grow business POTENTIAL CUSTOMERS & PARTNERS inform educate, excite
EXISTING CUSTOMERS & PARTNERS
e enabl & t r suppo
awarene ss and su ppor t
WIDER WORLD
RECRUIT
Q Trends
The yoga market continues to grow – worth c.£1 Bn
•
Yoga is now less esoteric and now generally seen as an exercise
•
Mindfulness is growing in popularity again less esoteric more about relaxation / stress reduction.
•
Mindfulness being prescribed by some sections of NHS – depression etc.
•
Yoga recommended on NHS Choices website – being medicalised?
•
30% of GPs now refer patients to mindfulness training again being medicalised?
•
Some NHS trusts accept self-referrals
•
Major private medical insurers accept yoga as a therapy
•
300,000-400,000 practitioners of yoga.
Q
What we want to do Standardize yoga & mindfulness qualifications in England Become lead body in the field within 3 years Become definitive standard awarding body.
Q
Q Ofqual qualifications LEVEL 4 CERTIFICATE IN TEACHING YOGA QUALIFICATION
LEVEL 4 DIPLOMA IN TEACHING YOGA QUALIFICATION
•
5 units including Planning and Delivering a Yoga Course
•
8 units including The Teaching and Philosophy of Meditation
LEVEL 3 INTRODUCTION TO YOGA STUDIES AWARD – PHILOSOPHY & PRACTICE
LEVEL 4 CERTIFICATE IN WORKING THERAPUTICALLY WITH MINDFULLNESS AND COMPASSION
•
•
1 unit
10 units including, Mindfulness & Suffering, Compassion and Principles of Mindfulness in Stress Reduction
What we want to do
SPECIFIC AUDIENCE
Q
What we know
No nationally recognized quality standard. CWYQ & ITEC offer a Level 3 teaching diploma as part of a wide portfolio of qualifications. BWYT accredited groups meet high standards BWYQ lead in Ofqual regulation requirements Other Awarding Organisations looking at this market.
Q
What we’RE up against Resistance from traditionalists (teachers & practitioners)
• Yoga as esoteric rather than professional
Yoga Alliance
•
Strong brand in ‘accreditation’
Brand equity of leading centres.
•
Why the edge of Ofqual approval?
Resistance from within BWYT BWYT accredit certain groups
Q
the opportunity Win and grow market share of accreditation sector Increase sector growth Capitalise on • Burgeoning ‘lay’ market for yoga and mindfulness. • Quasi-medical market for yoga & mindfulness Brand differentiation eponymous with definitive Yoga Qualification • Providing qualifications to a substantial market
BRAND EQUITY A BRAND'S POWER DERIVED FROM
THE GOODWILL AND NAME RECOGNITION THAT IT HAS EARNED OVER TIME. WHICH TRANSLATES INTO HIGHER SALES VOLUME. WHICH TRANSLATES INTO HIGHER PROFIT MARGINS AGAINST COMPETING BRANDS.
Who are we talking to NHS & Health Authorities Bodies Press & media Social Network Early Adopters Insurance Medical insurance
candidate yoga teachers
n o i n i p o rmersuence fo & infl r info
m
consu mers exc ite , ed uca
te, r
Corporate Organisations
ecru
it
s r e n t par able n
t,& e r o p sup
Brand Advocates Brand Ambassadors
recruit
Resellers Teaching Centres Club Operators Local Authorities Clubs GP Referral
Referral
standardisation
Q
How we will do it Face to Face with key opinion formers
Educating
Digital Media and Web
• Consumers
• Attracting & pointing potential students
• NHS
Press Relations and Media Campaign Advertising • BWY internal publications • Yoga magazines • Health & Fitness magazines
• Medical Insurers Working with • Appropriate trade bodies • Strategic Partners
Q
What we are selling Gold standard qualifications
What they are buying Competitive edge & differentiation Guaranteed quality assurance
Q
What are the benefits What is the Win/win Potential trainees will be reassured that the quality of their training is backed by a gold standard Trainees can move their training between BWYQ centres (standardization). Centres offering BWYQ qualifications will have a competitive edge when recruiting student teachers BWYQ centres will be differentiated in a crowded market place.
Q
What are the benefits as A Strategic Partner Participation in steering evolution of standards Origination & Development: eg: • • • • •
Yoga as Therapy Teen Cancer Pregnancy Yoga for Sport
Increase in Qualification Footfall
raise awareness , grow reputation & grow business
in summary “Professionalising our passion”