ENGL 325 English for Professional Communication
Intermediate Tutorial Service 補習中介服務
Lee Pak Ki 09007324D Lee Sin Ming 09369162D Shum Mei Yee 09169328D So Sze Kar,Carrie 09143324D Tam Lorna 09012434D Yip Kwai Kwan 09008067D
Outline • Introduction • Methodology • 6Ps - Service - Customer - Price - Place - Promotion - Seller • Time Schedule • Budget • Conclusion • Q&A
Intermediate Tutorial Service • Tutorial service centers act as middlemen • Recruit tutors in the internet • Help the clients to match the tutors
Tuition Centers
Application Application
Commission
Service
Service
$$$$$$ Parents and Students
Tutors
Tuition Situation in Hong Kong • According to the survey conducted by The Hong Kong Federation of Youth Groups in September in 2009 • 57% students had tutorial classes in past 6 months • 77% students had tutorial classes in last year • $500-$1000 : 28% • $1000-$1500 : 20%
Market in Hong Kong • Students are willing to spend money on tuition • The number of students who had tutorial classes is increasing
• More and more university students are interested in being a tutor In future, this service still has high market value in the society The market will become larger
Hong Kong Polytechnic University
Students
Many
Tutors
ďƒ provide many qualified tutors who study in or graduated from Hong Kong Polytechnic University
Objectives 1. Provide a platform for Hong Kong Polytechnic University(PolyU )students to find the part-time job 2. Provide a reasonable and comfortable environment to the tutors and clients
3. Build a good brand name for PolyU tutors
Methodology • Questionnaire survey • Distributed to students of the HK Polytechnic University
Objectives: • To collect information of our potential tutors on the following aspects: – Past experiences in private tuition – Attitudes towards related services currently provided in HK – Opinions towards our proposed service
Methodology • 86 respondents • 58% of respondents are female Distribution of Respondents (by Year of Study) 50% 40% 30% 20% 10% 0% Foundation Year
Year 1
Year 2
Year 3
Year 4
Methodology Distribution of Respondents (by Faculty) 40% 30% 20% 10% 0% FAST
FB
FCLU
FEng
FHSS
FH
SHTM
SD
Methodology • 63% of respondents have provided private tuition before Types of Private Tuition offered 100%
80% 60% 40% 20% 0% Academic
Musical Instruments
Sports
Visual Arts and Handcrafts
Others
Methodology Methods of getting the Tuition 80% 70% 60% 50% 40%
30% 20% 10% 0% Intermediate tutorial service providers
Advertisements and leaflets
Friends and relatives
Tutorial centre
Job board
Others
What is
?
Middleman Match Tutors and Clients Based on 1) Clients’ requirements 2) Tutors’ abilities Charge 1 week of tuition fee
’s Income
People Involved:
Tutor
Agent
Client
1. Tutors
will provide different kinds of tuition, with the majority being Academic
1. Tutors Local PolyU students
Application process
- No Registration fee
HKCEE HKALE
Other certificates
GPA
No. of cases taken: Unlimited
Reference Letter
facilitate matching process
2. Clients Type their criteria for tutors Registration: Free of charge Administration fee: $20 Changing tutor: Free of charge
POLYSTUTOR. COM My Criteria for tutor:
3. Agents Collect the information of tutors and clients Match tutors and clients Within 3 days
Uniqueness
puts great emphasis on setting Commission and Reliability
1. Protection for tutors • Collect only 1 week commission • Provide a Maximum charge
2. Reliability PolyU graduateďƒ F.5 only
No proof of academic achievement
2. Reliability • Ensure that tutors PolyU students only Reach certain qualifications • Establish confidence for clients to select tutors • Change tutors when necessary
3. Rewarding scheme No Rewarding Scheme
Claiming that one has a CHANCE to get $100
Return half of the fee
1. A Class Services Centre 2. EC Tutor 3. Sky tutor 4. Tutor OK 5. Tutor group 6. Go2tutor 7. Tutor Kingdom 8. Kitken Tutorial Centre
Kits-Tutor
Tutor-HK
10%
10%
80%
3. Rewarding scheme Time PolyU student No limit for the no. of cases referral
Successful referral
Not applicable to cases introduced by
$50 PolyU student
3. Rewarding scheme
is confident in launching this Rewarding scheme
Benefits Establish a brand of PolyU students as tutors Clients Ensure a good selection of tutors
PolyU students (Registered tutors) Less competition
Shareholders Earn money
Earn more money Provide a high standard of tutorial Apply what they Guarantee qualified service have learnt to serve tutors others
Departments Administration Parent Company
I.T
Sales and Marketing
Accounting
Personnel
Subsidiary Company
Administration
Parent Company
Make decision plans Give out salary
Accounting Budget
Information Technology Set up website update + maintain it Set up a group in Facebook attract more clients Provide technical support for other departments
Sales and Marketing Sales Match tutors and clients Call and Send emails to tutors and clients to recommend suitable cases Contact tutors and clients to confirm the tuition Ask clients for the Evaluation of tutors
Marketing
Promotion Agent Leaflets, advertisements, posters &online platform
5
Personnel 1. Customer service: ďƒ Handle Complaints and queries from hotlines, emails, letters in mail box
2. Recruitment 3. Responsible for Rewarding scheme
Clerk
2
How does the system work? POLYSTUTOR. COM
I.T
Step 1
Tutor
Client
List qualification Tutor
Register
Step 2
Client
List requirement
Tutor
Step 3
Matching
Agent
Confirmation Client
Tutor
Client
Confirm Identity
Step 4
Compromise tuition fee First lesson
Client
Evaluation
Step 5 Agent
First week of tuition fee+ Administration fee Client
’s bank account
Step 6
Customer - Tutor Tutor • Polytechnic University Full-time and part-time degree local students • The school of Professional Education and Executive Development (SPEED) students • Polytechnic University Higher Diploma and subdegree students
Customer - Tutor Polytechnic University student • Have offered private tuition Yes – 63% No – 37% No 37%
Yes
Yes 63%
No
Customer - Tutor • Are you interested in our service? 15% 85%
Yes No
Customer - Students • All districts of Hong Kong • All age groups • Types of tuition: No restriction on the nature of tuition For example, Academic Musical instruments Sports Visual arts and handicrafts
Price Tutor 1. Charge 1-week tuition fee as commission 2. Setting a maximum charge for commission ($500)
Client 1. Charge $20 as administration fee
Price •
Collect only 1 week commission Collect 1 week of tuition fee
Collect 2 weeks of tuition fee 1. A Class Tutor Services Centre
2. EC Tutor
NO
3. Kitken Tutorial Centre 4. Go2tutor 5. Sky tutor 6. Tutor group 7. Tutor –HK 8. Tutor OK 9. Kits-tutor 10. Tutor Kingdom
Price
• Among the present intermediate tutorial service providers, which aspect(s) can be improved? 60% 50% 40% 30%
57%
20% 10% 0%
Commission
reliability
amount of clients
customer service
Price • Most intermediate tutorial service providers charge commission of 2-week tuition fee. What do you think?
Too high (31%)
Too high High Reasonable
High (37%)
Low Too low
Price • Is charging 1-week tuition fee as the commission reasonable? No 16%
Yes No Yes 84%
Price Primary students tuition fee Grade
Market price (per hour)
Primary 1
$50 - $60
Primary 2
$50 - $60
Primary 3
$50 - $60
Primary 4
$70 - $80
Primary 5
$80 - $90
Primary 6
$80 - $100
Price Secondary students tuition fee Grade
Market price (per hour)
Secondary 1
$110
Secondary 2
$120
Secondary 3
$130
Secondary 4
$140
Secondary 5
$150
Secondary 6
$160
Secondary 7
$170
Price Musical instruments Grade
Fee(30-min)
Fee(45-min)
Fee(1-hour)
Grade 1
$100
$130
$150
Grade 2
$110
$140
$160
Grade 3
$120
$150
$170
Grade 4
$ 125
$160
$190
Grade 5
-
$180
$210
Grade 6
-
$180
$230
Grade 7
-
$220
$260
Grade 8
-
$260
$300
Grade 9
-
$320
$360
Price 2. Set a maximum charge ($500) for commission - To tutors, it is an attraction. - Is setting a maximum charge for commission necessary? No 22%
Yes
No
Yes 78%
Price • Provide a maximum charge Provide a maximum charge
Does not provide a maximum charge 1. EC Tutor
1. A Class Tutor Services Centre
2. Kitken Tutorial Centre 3. Go2tutor 4. Sky tutor
2. Kits-tutor
5. Tutor group 6. Tutor –HK 7. Tutor OK 8. Tutor Kingdom
Price Case
Tutor: Student:
Tuition fee: Commission:
Year 1 student BA English Studies for the Professions The Hong Kong Polytechnic University Primary 6 student PLK Dr. Jimmy Wong Chi-Ho (Tin Sum Valley) Primary School
•$80 per hour •Two hours per lesson •4 lessons per week First week: $80X2X4 = 640 (higher than the maximum charge) = $500
Price • Why set $500 as the maximum charge? - Secondary students 1 lesson(1.5 hour) a week (Form 7 student: $170 X 1.5 = $255)
- Primary students 1-3 lessons(1.5 hour) a week (Primary 6: $100 X 1.5 X 3 = $450)
Price Fee(HKD)
When should you pay?
Accept the case and start providing tuition
1-week tuition fee(Max: $500) + $20 administration fee
Within 2 weeks after the last lesson in the first week.
Reject the case before you provide tuition
No charge: If you inform us 3 days before the first lesson $50 for administrative fee: If you inform us less than 3 days before the first lesson
Within 1 week after informing us
Student’s parent stops the service within 1 week
One lesson fee - $20
Within 2 weeks after the last lesson in the first week
Conspiracy to defraud
1-week tuition fee + $100
Within 2 weeks after the last lesson in the first week
Deferred payment 5-9 days
1-week tuition fee + 10%
-
Deferred payment 10 days or above
1-week tuition fee + 20%
-
Price How do you pay? • The clients (parents of the student) deposit the fee in our bank account.
Place • Online platform • Website - the requests and registrations - Features and rules of service - Update information - Parents -access to the Internet
• Hotline • Cases from parents • Parents X access to the Internet • Work@Home • X place
Promotion • Survey-PolyU students – 1. email – 2. leaflets – 3. posters
• these three means
• another target group –Parents • 2 strategies 1. Internet – Banners on forums – Advertisement -google search – Parents-access to the internet
2. Leaflets – Parents- X access to the Internet – housing estates – hotline number on the leaflet – Parents- access to the Internet effective X expensive
Seller • Survey -The most important factor tutors ->intermediate tutorial service • Reliability
蘋果日報
香港經濟日報
蘋果日報
Seller
• 1.rules, contract • 2. Business registration certificate
• Reputation & competence – Certificate and/or transcript verification – clients need not worry about the quality of tutors
• The second most important factor – Commission – Survey- PolyU students – 1-week commission - reasonable
Start business
May – August 2010
Recruiting agents & clerks
Designing website
Sept 2010
Hok Yau Club Preparing promotion materials License registration
Jan 2013
Revenue & expenditure balanced
Budget Statement of PolyStutor Dr.
Cr.
Expected Income Commission
720000
Advertising
8000
Administration fee
48000 776000
Expected Expediture Salaries Legal Fees
483840 2450
Rental of web hosting
600
Registration of web
200
Reward Scheme
30000
Advertising
20000
Promotion materials
7500
Repairs and Maintainance
5000
Telephone
1800
Miscellaneous Expenses
2050 553440
Net Income
222560
大學生開網上補習介紹中心 $57,000創業 月賺$13,000 壹本便利 | 2003-03-12
網上補習中介 導師逾萬 年半回本 香港經濟日報 | 2009-07-16
大學生創業自救 兩月收支平衡 香港經濟日報 | 2009-03-16
Demand for intermediate service with Price
0
+
D
Quantity
• Expand to other universities e.g. set up HongKong Stutor/ LingNam Stutor
• Cooperate with other organizations e.g. provide intermediate tutorial service in schools/ community centers
Reference • • • • • • • • • • • • •
http://www.tutor-hk.com/ http://www.tutorkingdom.com/ http://kits-tutor.com/ http://www.sky-tutor.com/ http://tutorgroup.hk/student/flow5.html http://www.tutorok.com/employ.php http://www.kitken.com.hk/ http://www.tutordb.net/main_aservice.php http://www.enzyme.com.hk/aboutus.html http://www.nowcyber.com/projects/tutor/ http://www.go2tutor.com/ http://www.ectutor.com/index.asp http://www.hkta.edu.hk/