Core
Before starting to work in anything, I decided to run a session of 'Core' with her, which is a tool to find out more about the brand, its costumers and goals.
In the picture, it can be seen how helping the client to define the general aspects of their brand, culture, users, tone of voice, emotional benefit and value the brief can be easily defined and also the deliverables (Spanish and English mixed)
This session of core took place at the beginning of summer, when I started to design the website and have it ready for this project.
Background
Business Description
Alicia is a self-employed private tutor that has been teaching Spanish in Leeds for the last 4 years on a one-to-one basis or in very small groups at her house.
She is from Salamanca (Spain). Studied a degree in Education and a Master’s degree in teaching Spanish as a second language alongside with specialised courses in the field.
When she’s not a teacher, she’s a student constantly working in improving her English and learning other languages. She understands how challenging learning a new language can be. She is very aware of how frustrating can sometimes be the process for some students and how hard may be to keep going. But she also knows how gratifying is to see results after being patient.
She offers help with methods and tricks that have worked for her and her students to become a Spanish speaker.
With dedication and experience, Alicia has identified her own way to teach Spanish that has resulted in lessons that are:
- Interactive and dynamic
- Simple and efficient
- Flexible and supportive
Her objective is to apply her passion and knowledge in education and psychology to help others to learn Spanish in better and more efficient ways.
She’s proud of making students progress radically making challenging and entertaining lessons where they feel comfortable with, bringing students and teacher closer.
Problems/opportunities
Alicia is planning to move to a different location in about a year and keep changing for some time afterwards. She has worked very hard to gather all the students she has right now and would like to keep what she has worked for.
With the current technology, there’s no reason for her to leave everything behind and start over. She should be able to teach online and this opens a door for a new opportunity: expanding her business to internet for more potential students and make her job ‘portable’.
Market Analysis
These online Spanish lessons will be available for anyone in the globe with internet that speaks English, but the emphasise will be done on an European level.
In similar businesses, an hour lesson price goes from £15 to £40 depending on factors like experience, audience and amount of booked sessions.
There are many different Spanish private tutors online. This language has become very popular in the last few years and many native Spanish speakers have seen a business opportunity.
There are even platforms (like Italki, First Tutor, etc) that work like social media to help students to find the right tutor for them. These sites can be problematic as there are thousands of tutors without a face and the students base their decisions on the feedback from other students. It’s like when someone buys in Amazon based on other opinions instead of looking for a local business that makes something adjusted to your needs.
There is also labour intrusiveness of Spanish tutors that are not really in the position to be teaching Spanish, but their initial credibility is acceptable enough to drag new students in.
With social media, new businesses and entrepreneurs see an opportunity to promote themselves using them and reaching more potential customers.
Brand organisation
Portfolio Definition
Alicia currently teaches to 21 students and has had around 70 in total. She has been able to keep students for more than 3 years, which shows the satisfaction of these.
Her focus is on general Spanish, as the majority of her students want to become fluent in this language.
External strategic conditionals
As an overcrowded market full of entrepeneurs, there’s a lack of marketing strategies, resulting in very similar names.
Some examples are: Learn Spanish with..., Spanish with..., etc.
In order to make a difference the name must be disruptive contradicting this approach.
Brand conceptualisation
Concept definition (Result of Core)
Alicia provides Spanish online lessons to open-minded students in a resolutive environment with a witty voice helping them feel confident.
Atributes
- High quality Spanish lessons
- 1 to 2 hours long
- Limited to one-to-one
- Tailored approach
- With materials
Benefits
The main benefits a student can take from a lesson are:
- Self-realisation
- Pride
- Confidence
Values
Alicia’s values can be summarised in 3:
- Effectiveness
- Support
- Precision
Mission and why/how/what
The mission is to become Spanish tutor for English speakers of reference and one day be able to help other Spanish tutors to succesfully teach anglo-saxon students.
She has this mission as she understands the mental process an English speaker follows based on their language, which she can take advantage of to provide an explanation to the most usual mistakes and confusions.
She does this following psycho-pedagogic knowledge acquired through her education and experience.
The results are satisfied students that are able to easily understand concepts that might seem complex to them in the beginning, but through the right conversion makes their lives so much simpler.
She also believes that her approach is not for the students to have fun while they learn, but that they learn because they are having fun.
She also believes that her approach is not for the students to have fun while they learn, but that they learn because they are having fun.
Personality and positioning
Alicia is a funny and witty person to spend time with, which makes the lessons entertaining and light.
If she were a company, she would be Natura, White Stuff, FatFace or Sass & Belle. What these companies have in common is the way they want to satisfy their customers with hand-made products and the high quality of them. This is aligned with the atributes, benefits and values of Alicia, as her lessons are tailored and of high quality, putting the student confidence and self realisation first.
Scale of semantic difference
The difference between Alicia’s lessons and the majority of similar services that have been analysed indicate that there’s a chance to stand out by being creative, emotional and sensitive.
Scale of semantic difference
The difference between Alicia’s lessons and the majority of similar services that have been analysed indicate that there’s a chance to stand out by being creative, emotional and sensitive.
Target audience
1.- Michelle, 29. Leeds, England.
Origins: Born and raised in London with caribbean father and the only girl of 3 siblings. At the age of 18 she moved to York to study Medicine.
Career: After finishing at university, she has been working in different hospitals accross the North of England. She is now working as a senior doctor at the hospital in Leeds. Her salary is above £40000 per year.
Family: She’s recently bought and moved to a new house with her fiancé. Her plans involve having children in a near future. On the weekends, they visit their families in their respective hometowns.
Hobbies: Everything that involves nature and travelling is the kind of thing Michelle likes. Hiking, cycling and climbing are between her favourites, but she also enjoys visiting a new city, cooking and good restaurants.
Personality: Michelle is a comprehensive and flexible person who knows how to deal with different kinds of people and always has something nice to say. She loves interacting with new cultures. She faces challenges with a contagious positivity which makes her someone good to work with. She uses social network only to stay in contact with her closest friends, but she doesn’t share much about her personal life.
Consumes: She enjoys gastronomy very much, so it doesn’t bother her to spend money on good ingredients and food. Same goes to her hobbies. She has a good bycicle and gear for climbing and hiking. She also saves money to travel around the world to places with hispanic culture like Spain, Cuba, etc.
2.- Steve, 57. Edimburgh, Scotland.
Origins: Steve was raised in a wealthy and big family with 5 other siblings. His father and uncles were businessmen, so he has been involved in his career from a very young age.
Career: He studied business in Southampton and after that he created his own business in tiles and ceramics. Nowadays, he is the commercial director and closes many deals with clients in Spain and Italy. His salary is around £70000.
Family: Married to a housewive, 4 sons with succesful careers and most of them married. He is also a grandfather of 2 babies. It’s a family that does a lot of things together, like travelling, celebrations, etc.
Hobbies: His main hobby is to play drums and rock music. He also plays tennis and golf. He loves travelling to Spain on holidays so much that he has bought a house in Alicante.
Personality: Steve is a very active, joyful and friendly man who likes humour and easiness. He is a person that is always dealing with clients, so he has a leading kind of personality that makes him likeable and his opinions matter to people. He is also considerate and likes to learn new languages to be able to speak to others in their mother tongue.
Consumes: He has little pleasures, like a collection of vynils or staying at good hotels when he travels with his family. He only spends high amounts of money when it comes to buy things that have to last a long time: a car, music instruments, etc. Steve doesn’t care much about clothes brands and doesn’t pay much attention to them.
Concept Board
Concept definition
- Spanish lessons online
- Satisfaction
- Self-realisation
- Practicality
Atributes
- High quality Spanish lessons
- 1 to 2 hours long
- Limited to one-to-one
- Tailored approach
- With materials
Benefits
The main benefits a student can take from a lesson are:
- Self-realisation
- Pride
- Confidence
Values
Alicia’s values can be summarised in 3:
- Effectiveness
- Support
- Precision
Mission
- To become Spanish a reference Spanish tutor for English speakers
- To apply psycho-pedagogic knowledge acquired through her education and experience.
- Satisfied students making their lives simpler.
Personality and postitioning
- Funny and witty
- Entertaining and light.
- “Hand-made” feel to her lessons
Creative Strategy
Project Objective
To name a business of Spanish online lessons based on the following charactersitics:
- Funny and witty
- Entertaining and light
- Hand-made feel
The name must reflect the satisfaction, self-realisation the students have. Also, the point that the lessons are designed specifically for English speakers. Spanish constructions are preferred to make it more relatable and authentic without falling into generic names. It should be a name easy to pronounce and memorisable for an English speaker.
Target Audience
- Gender: N/A
- Geographic area: International
- Habitat: Home
- Age: 30-60
- Social class: Mid-high
- Channel: Online
- Psycho-graphic profile: people that value the attention, customisation and effectiveness. Customers that don’t usually choose the cheapest option and understand the value of things.
- Leisure: Travelling, sports, food.
- Motivations: Being a better person, good to others. Be able to blend in a culture.
- Frequence of use: Once or twice a week.
Creative axes
- Satisfaction, pride
- Tailored
- Help in direction
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