YOUNG MARRKETERS
ELITE 2
1. CONTEXT
2. 5 FACTS
3. TARGET
4. BIG IDEA
5. HOW
6. REVENUE STREAMS – KEY RESOURCES
7. TIMELINE – BUDGET – KPIs
8. REFERENCES
PHAN TRUNG HIEU VAN THIEN QUOC
HUNG
PHAM VAN KHAI
Context
Early Childhood Education – A need yet to be met
According to UNESCO, if all students in
low income countries left school with
basic reading skills, 171 million people
could be lifted out of poverty, which is
12% cut in global poverty.
Education is one of the main factors that
could help eliminate poverty and is a
driver to creating wealth and improving
people’s lives.
Context
Believe that early education is
a right for every children
In September 2010, UNESCO reaffirmed
early education as a right of all children
and as the basis for development.
UNICEF: a quality education
A quality education must consists 5
elements:
1. Healthy learners, ready to
participate, supported by families
and communities
2. Physical environments that are
healthy and safe, while providing
adequate protection for students
3. Relevant content aligned with age-
appropriate goals, rational
development and standards-based
curriculum structures
4. Processes through which teachers
use information to frame
meaningful learning experiences
5. Outcomes that meet international
standards – like literacy and
numeracy – to attain life skills
required to a productive member
of a family and society
There are more than a hundred million
children under six years old “surviving”
in slums cannot access to quality
education as a preparation for primary
school.
0
10
20
30
40
50
60
An urgent solution to deliver quality
education to 10 million children under
the age of six living in urban slums by
2020 is in need!
START FROM FACTSOur 5 facts that will change the world
MUSICFetus begins to respond to
sounds at around 20 weeks
into the pregnancy
In early childhood, listening
to music skyrockets brain
development, including
language, fine motor skill,
cognition, connection
between motor regions.
Multiple areas of the brain
process the sound ofmusic.
Playing music is the brain’s
equivalent of a full-body
workout.
When playing musical
instrument, every area of
the brain is practicallyengaged at once.
Music stimulates reward
pathway in the brain,
helping release dopamine,
a chemical substance that
makes humans joyful.
It is why music is easy to
impact and stuck inpeople’s mind.
TARGET MARKET
INDIAWe choose India and its neighbors
(Nepal, Bangladesh) because
Reason 1 Reason 2
7.6 million children are
living in urban slums
(in India only)
Music has an
important role &
acceptance in Middle
East of Asia’s culture
TARGET
CUSTOMER/CONSUMER
Slum
parents
Demographic:
-Income: DEF
-Living in slum | Low educated
-Attitude: Focus on making money to
satisfy basic need
-Behavior: appreciate doing work that helps
them generate more income, even a little
bit | think that shelter, food, healthcare &
love are enough for children
-Work all day, only have time for family at
night
Slum
children
Demographic:
-Age: 0 – 6 years old
-Living in slum | Low educated
-Attitude: care-free | love playing with
peers | dependent on parents | high
demand of learning
-Behavior: spend most of the time playing
or doing nothing | do house chores with
parents if not going to school
Big
IDEA EDUCATION by MUSIC (EM)
Concept By creating a radio channel, through which we can educate children by
songs, then play them daily via our loudspeakers, allocated in slum
areas to ensure our activities can reach people living in slum.
WHY • Cultural-based context: music has been and always been a big part of
human activities
• Children (before being born – 2 years old) cannot actively learn, we’ll
help them with passive learning
• Great impact on children (from 3 – 6 years old) when they can listen
and understand to our program
• Feasible and reachable to slum dwellers
Example(s) http://www.songsforteaching.com/index.html
HOW
HOW TO EDUCATE CHILDRENSongs will be broadcasted through out the day with specific timetable & content
(Content below is just an example. When funded, our content will be scientifically advised)
MORNING MID-DAY EVENING
• Soft music (instrumental or symphonic
music)
• Exercise music
Enhance music senses and light up
children’s mind as a wake-up call
• Mathematics/science/early childhood/ literature
and art/… songs
• Game instruction songs
Inform simple morality in young children &
educate young children with lessons which they do
not have opportunity to learn at school.
• Family time song
• Mother & baby songs
• Late night musical stories
Create family bonding atmosphere (a safe
and healthy environment for learners) &
instructions for mothers to use music to
educate their children.
HOW TO GET MORE PEOPLE INVOLVED
Parents understanding:
Parents with low income tend
to work more in order to earn
money to satisfy their family’s
basic need.
And not all parents in slum
can generate income for the
family.
“HAND-CRAFTED PROJECT”is a weekly activity for parents and children to create a saleable product for us to buy and resell it to the
world. Money gained from the sales will be used to keep the business going.
PROCESS: Handcrafted products from trash & thrown-away items
Notification from the
beginning of the
week
Children collect &
create products with
family, instructions
under folk songs.
Purchase from slum
dwellers with
reasonable price
(based on quality)
Resell to developed
countries and
reinvest in educating
children
WHY
• Increase family income
• Strengthen family bonds
• Stimulate the child’s brand
development by music
Business Model Canvas
Revenue Stream – Key Resources
REVENUE STREAM
Governm-
entCSR Co-partner PROJECT(s)
As a Social Enterprise, we will
approach international company
to ask for annual sponsorship. In
return, we will do CSR for them
Education by Music is a service
which will be sold to
government. What we will do is
to deliver education by music to
young children (0-6) to help the
country cut down on poverty in
10 to 15-year time.
Greatest and the most potential
partner is the loudspeaker
company. We will gain a
commission on each setup
loudspeaker.
Project(s) such as Handcrafted
Project will help us to earn profit
from reselling to sustain our
business and support slum
dwellers a small amount of
money.
KEY RESOURCES
Human
ResourcesTechnology Others
Operational/Marketing & sales/
Content/ Technology Managers
A group of volunteers (recruited
from NGOs, universities, private
sectors,…)
Studio
Recording equipment
Stationery
Transportation
Support from educational expers
Deployment Plan
Timeline – Budget - KPIs
2015 2016 2017 2018 2019 2020
Preparation &
testing
Launching in
Mumbai, India
Start multiplying
to the whole India
Reach & launch
in Nepal,
Bangladesh &
prepare in
other Middle
East of Asia
countries
Sustain and
launch in those
prepared areas
Sustain and
maintain
Cost Unit cost/Unit price Quantity Total
Buying product from
slum
$2 3,000,000 $6,000,000
Logistics & other cost $8,000,000 1 (package) $8,000,000
Sales $5 3,000,000 $15,000,000
PROFIT $1,000,000
Budget/weekly profit when everything is going on its track
*3,000,000: number of households in slum areas
*$8,000,000: the cost of shipping, marketing, and others
*$5: the price for one product sold to the retailers or customers.
YEAR 2015 2016 2017 2018 2019 2020
Number of
participants
0 1,000,000 4,000,000 6,000,000 9,000,000 15,000,000
KPIs from 2015 - 2020
REFERENCES
Concordia University. (2013). Early music lessons boost brain development. Available:
http://www.sciencedaily.com/releases/2013/02/130212112017.htm. Last accessed 22nd Dec 2014.
The Shepherd School of Music. (Unknown). Why singing is so important for your young child and you. Available:
http://music.rice.edu/ycd/res001.shtml. Last accessed 22nd Dec 2014.
Anita Collins. (2014). How playing an instrument benefits your brain. Available: https://www.youtube.com/watch?v=R0JKCYZ8hng.
Last accessed 22nd Dec 2014.
VINAYA DESHPANDE. (2011). Every eighth urban child in India lives in slum: report. Available:
http://www.thehindu.com/news/national/every-eighth-urban-child-in-india-lives-in-slum-report/article2541052.ece. Last accessed
22nd Dec 2014.
Lucas Reilly. (Unknown). Why Does Music Give Us Chills?. Available: http://mentalfloss.com/article/51745/why-does-music-give-us-
chills. Last accessed 22nd Dec 2014.