Context / Background

Traditional language schools are facing many challenges due to the transformation and digitalisation of the economy and changing customer needs. On one hand, the development of online language courses and platforms has resulted in a decline in demand for traditional language courses and the existence of online alternatives has also led to increased competition, which is reflected in a reduction in the price of traditional language school products. On the other hand, the customer, who can now choose different alternatives to online products, does not realise the value of face-to-face tuition. These circumstances threaten the long-term sustainability of the traditional language school business model.

Objectives

The project reflects the current changes in the business environment and focuses on the development of a new business model for the language school, based on the transformation of the product into a language learning product with more added value, combining language and vocational training. Such a transformation allows the language school to be not only a language education provider, but to effectively link it with vocational education focused on business and personal development.

Number and profiles of participants

The project participants consist of one university partner with long experience in business education and research activities in the field of business models, four different language schools and an NGO. The partners consist of 5 different countries - Czech Republic, Slovakia, Croatia, Poland and Latvia. The participating language schools have been carefully selected to cover different geographical and legal conditions, sizes and-structure of their products. This diversity allows the development of a universal business model valid across multiple types of organisations.

Description of activities

Methodology used
The methodology used starts with an in-depth analysis of the current business model, customers and market and the identification of the key constraints of the current situation. We plan to use the latest methods to develop new business models, such as using the Canvas tool. Based on the developed business model, we plan to develop several new products and validate the applicability of these products to meet customer needs.

Results

In the project we will deliver several professional outputs. The main output is a new business model for language schools, which should be generic and applicable to every language school in different settings. This business model represents a different perspective on business in a traditional language school. We will also support it with several new products for language schools that reflect the new conditions of the updated business model and the changing business environment in this field. These new products are expected to add more value to traditional language education through training, entrepreneurship and personal development. They will be supported by general guidance for lecturers and students on how to develop and use these new products.

In particular, we are working on the following tasks:

- create 6 intellectual outputs

1. carry out 3 analyses: the first of the current business models of language schools, the second from the external environment (including political, economic, social and technical factors) and the third is of the customers,
2. create 4 new development courses specific to the sector and/or to the development of people and trade,
3. develop guidelines for Learn & Lead trainer,
4. develop a portfolio of students,
5. establish an interactive Platform Learn & Lead Webinar Online,
6. create a new business model of an innovative language school and its marketing strategy.

- organise 1 pilot training course Train the Learn & Lead Trainer (16 trainers),

- organise 2 pilot training courses for final customers (60 participants);

- organize 1 Learn & Lead conference (80 participants).

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Planned output

We believe that the project will significantly contribute to the transformation of the traditional language school business into a new type of business model that reflects changes in the business environment, customer demands and the challenges of the new digital era. The outputs of the project will contribute to the development and promotion of the language school business and bring new value to language school customers. The project will contribute significantly to the strategic activities of Tomas Bata University, Faculty of Management and Economics. The project has a direct link to the new innovative study programme Business and Business Administration, which includes the course "Business Models". Entrepreneurship, sustainability and business models are also included in the key research areas of the faculty. This allows the faculty to directly link the practical application of business models with teaching and research activities. The university can also benefit from the project by offering the intellectual outputs and courses of the project to its business partners, and can use the outputs of the project to improve the quality of the staff, as UTB considers itself a bilingual university and offers a number of degree programmes in English.

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