AN INNOVATION IN BUSINESS MODEL FOR AN ENGLISH COURSE (A CASE STUDY OF OSBERT ENGLISH CLUB)

• Main Author: Maharani, Levina
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46399
• Institution: Institut Teknologi Bandung

In this globalisation era, English has been an important language. People now have higher awareness to English as an important language to be learned that can be used to enhance their ability in communication. Osbert English Club is an educational organisation focusing on English course. The mission is to gather English learners to create an English environment with an affordable price. Osbert’s sale was decreasing in certain months. It was followed by some problems that several classes should be closed owing to the number of students that is lower than the minimum limitation in the semester break, it makes some of the teachers could not teach. Osbert’s business model is innovated to add its revenue stream by preparing private English program. The method will be divided into three steps: uncovering the opportunities, Implementing the new model, and building the platform. Some analysis have been conducted such as diagnosing the business issue, identifying the consumer needs, designing the new business model and evaluating the business model. There are several needs that requested from the customers: personalized program, private program, and online learning. English private program was proposed as the customer needs fulfilment and as the solution of business issues. When the test market has been implemented, there are several conclusions came up: the proposed business model generated profit and some teacher get the job. It can be assumed that the proposed business model can be the solution of Osbert’s business issues.