Business Plan For International Computer Driving License (ICDL)

Download as doc, pdf, or txt
Download as doc, pdf, or txt
You are on page 1of 9

Business plan

for
International Computer Driving
License (ICDL)

1.0 Executive summary


The International Computer Driving License (ICDL) is an internationally recognized
qualification which empowers its participants to gain useful insights and demonstrate their
competence in computer usage. It is recognized in over 150 countries. To obtain an ICDL
certificate, a participant must learn, demonstrate practical proficiency and pass each of the
seven mandatory modules. The modules are outlined below:
 Basic concepts of Information Technology (IT)
 Using the computer and managing files
 Word processing
 Spreadsheet
 Database
 Presentation
 Information and communication (internet and e-mail)

The ICDL training programme is ideal for persons from corporate, educational and
government institutions. Small scale entrepreneurs, students and other individuals desiring to
catch up with technology could also learn or improve their computer skills by enrolling as
ICDL participants.

2.0 Mission

AITI-KACE's mission for undertaking the ICDL training programme is to promote and provide
quality computer-based IT training that empowers individuals, organizations and society to be
resourceful in the use of technology/computer to achieve positive results.

3.0 Keys to success

The success of the ICDL training programme will be dependent on a number of factors,
including:
 Quality training
 Effective training methodology
 Moderate tuition fees
 Flexible time tabling
4.0 A SWOT Analysis of AITI-KACE (in relation to the ICDL training programme)

Strengths Weaknesses
 Excellent infrastructure  Limited promotional activities
 Qualified trainers  Access to resources
 Excellent  Use of obsolete machines
customer/client care 

 Exceptional quality
service

Opportunity Threats
 Ability to liaise with other  Price wars
institutions  Increased in competition
 Ability to capture the target  Threat of new entrants
market  Economic condition
 Ability to identify customer
needs

5.0 Target market

 Corporate institutions/workers
 Government institutions/workers
 Senior High School graduates
 Junior High School graduates
 Individuals

6.0 Core implementation practices

 Seeking excellence
We will strive for excellence in all personal encounters and business transactions because we
recognize the validity of “the butterfly effect.” As an institution, we know that a one-time
meeting with a client handled with much professionalism and enthusiasm may be the catalyst
for many future successful business dealings.

 Competitive edge
ICDL programme provides the personal touch that other competitors usually do not provide.
The maximum class size is 12, allowing for a more direct and strong relationship between the
trainer and participants as a smaller class size is relatively easier to handle and fit into our
training methodology.

7.0 Marketing strategy

The ICDL programme will be promoted and marketed through the following:
 Advertisement to create awareness and encourage more people within and even
outside the target groups to enroll on the programme. Such advertisements will be
done via the AITI website, print media, other websites, direct mailings and open-day
talks.
 Provision of discount to groups – more than 12 people 5%
 Family discount- 3rd person and above get 5% discount
 Personal selling – working visits to government and private institutions, as well as
Senior and Junior High Schools.
 Distribution of ICDL brochures and flyers to the target groups and to the general public.
 Text messaging

8.0 Marketing Mix – Focusing on the 4 Ps

 Product (services)
The ICDL programme will be packages as follows:

 ICDL Core (7 modules)

 ICDL Start (4 modules)

 Office suite Corporate (selected modules by interested institutions)

 Office suite special (any two modules carefully selected for the general public)
We will offer the above range of quality services suitable for the widest possible range of
participants in order to achieve the revenue and profit targets.

 Price
The pricing for ICDL Start and Core will be standard. We will continue the differential price
policy, depending on the type of clientèle. The prices are for individuals and corporate
institutions respectively
 ICDL Core (7 modules) GH¢ 400/ GH¢ 480
 ICDL Start (4 modules) GH¢ 250/ GH¢ 300
 Office suite Corporate ( based on number of modules selected)
 Office suite Special (any two modules carefully selected ) GH¢ 160

 Promotion
Innovative promotional activities are required to market the ICDL programme to the target
groups identified, as well as the general public. Our promotion will encourage maximum
utilization of personal selling, print media and the internet. Brochures and flyers will also be
strategically distributed to make the general public aware of the programme.

We also plan to collaborate with tertiary institutions to offer ICT training on their campuses as
a precursor to ‘attracting’ more students to our facilities and, possibly, enrolling on the ICDL
programme.

 Place
Decision variables include:

 On -site training (training at AITI-KACE premises)


 Off -site training (training at client's premises)
 Logistics, including transportation and other fulfillment

9.0 Monitoring and Control Measures

The following control measures are suggested:

 Quarterly review of Marketing Strategy and Core Implementation Practices – check out
the progress or otherwise being made and determine whether any changes need to be
made.

 Regular market research to ascertain who our competitors are and to find out what
they are doing differently. This will help us think strategically to position ourselves well
enough for the competition and to continue to have a competitive edge over our
competitors.

 Use of customer feedback form. This will help us know and understand our clients
better with respect to their needs and aspirations, and to make the ICDL programme
client-focused.

10.0 Management Plan


The running of the ICDL programme at AITI-KACE will be supervised by the ICDL
Co-coordinator. She holds an ICDL certificate. Revenue generated from the programme will
be deposited into the Government of Ghana’s account. There will, however, be quarterly
reviews to assess the levels of cash inflow and outflow, and best practices adopted to
maximize profits.

11.0 ICDL Marketing Budget


For effective implementation of the ICDL programme, a financial support would be required.
Attached as Appendix 1, the ICDL programme marketing budget.

12.0 Marketing Action Plan


The Marketing action plan and promotional tactics is attached as Appendix 2

13.0 Cost and Revenue Analysis


The cost and revenue analysis is also attached.
Appendix 1

PROPOSED MARKETING CAMPAIGN BUDGET


MARKETING TOOLS QTY AMOUNT (¢) COST (¢)

Newspaper Ads 20 500 10000

Letters 200

Banners 10 200 2000

Flyers 5000 1000

Transportation 1000

Total 14200
Appendix 2

STRATEGIC MARKETING ACTION PLAN


PROMOTIONAL TACTICS

Activities Task Time lines Success indicators

Advertiseme Newspapers 3 every two month Number of


nt websites publications
e-mails Number of inquires
Number of students
enrolling
nd
Market flyers 2 September and it Number of print
Collateral Brochures would be ongoing distributed
number of responses
received

Personal Visits to At least 2 every week No. of deals closed


selling  Corporat
e
 governm
ent
institutio
ns
 SHS/JH
S
Direct mails

Public Speeches, September and it Number of events


Speaking presentations would be ongoing attended and
presentations made

You might also like