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AIESEC IN ROMANIA 2015.2016
Discover
Business Model
Social Problem Definition
The Social Problem
Issue name: Language literacy, Cross-cultural Dialogues, Soft Skills
The problem encountered is that due to a deficient educational system, which is based on theoretical knowledge and mostly old
practices, the children do not have the opportunity to develop their full potential.
Right now the outcome of the educational system is children with a bunch of facts and formulas, mostly memorization, but very little
critical thinking and practical capacities to solve problems, interact with the environment and understand themselves and others with
different perspectives.
Later on when they grow older, these children have a very limited perception of the world, having difficulties seeing beyond their
own community , and lack the self-confidence, ambition and desire to do something beyond the status quo and explore all the
possibilities of the things they can do and learn.
Needs & Opportunity Analysis
1. Market Needs
- Due to the fact that there is an emphasis put on theory in schools, the kids need to do practical activities to put that theory into
practice.
- They need to know how to behave in the society; the kids’ parents are mostly at work and do not have much time for their
education.
- The kids have a need of widening their education and perspectives, to see since a young age different people and cultures than
the ones in their neighborhood. The need of them being “World Citizens” since a young age is to adapt to the rapidly changing
world.
Needs & Opportunity Analysis
2. Current Trends
-Parents investing more money on children during young age than during teenage years
-Children are losing communication skills and social abilities due to the technological era. They would prefer spending time at home
playing video-games/browsing the web than outside.
-Schools put the emphasis on theoretical knowledge in a lot of different subjects (from English to mathematics and physics) without
taking into consideration the children’s needs.
-The format of primary and middle schools changed considerably in the last 5 years: introduction of class 0, introducing semester
tests for 7th and 8
th graders, which lasted for 2 years and changed it again with the “final exams” structure.
-Education is not a focus for the government, thus a small amount of money is invested in this sector every year, making it difficult
to change the educational system.
Needs & Opportunity Analysis
3. Root Causes
Overly theoretical and off-dated educational system
-Not fit for the 21st century, the model is inherited from the industrial era.
-Low salaries for the teachers don’t enable them to give their best and deliver high quality education for the children.
-Little public investment in the education system, which generates little capacity of self-actualization.
-The system isn’t slowly improving, but stagnated in it’s current state.
-Parents with many more responsibilities and work load to manage, leaving them with little time to educate their children themselves.
-Education of the children is left for the school mostly, which lacks the deep development of values and principles that usually happen
at home.
Needs & Opportunity Analysis
4. Environmental Landscape (competitive analysis)
After-schools: Special classes created by schools; they might have priority in the eyes of the children and parents because the
school is promoting the program directly to the children.
Private Schools: they have a personalized curricula for each student and can provide teachers from all around the world. Children
who are enrolled in a private school might not see the relevance of joining our project.
Meditations (Private lessons): 7th and 8
th graders take meditations after school to prepare for the final exams; might prioritize
meditations over this project.
Other projects done by schools or organizations: they have priority because teachers promote them to the children.
Needs & Opportunity Analysis
5. Barriers & Opportunities
Barriers:
-Competitors: NGOs which provide similar kinds of programs.
-Teachers and parents could be skeptical about our program due to the fact that this is a new project.
-Detractors: parents or children who were not satisfied with the previous versions of our program
-Government might not be interested in partnering with us
-Companies might not see the relevance of our project, thus they won’t be interested in partnering with us.
Opportunities:
-Companies interested in the cause of the project
-The Ministry of Education could be a potential partner
-Public Institutions (Schools which would like to participate)
-Promoters (teachers, children who participated in an AIESEC project before, schools)
-Parents Conference: present the project and possibly start a donation campaign
-Families willing to accommodate the interns thus reducing accommodation costs
-Cooperation with UNESCO in order to expand the program in the rural areas
Social Business Idea
The Project Idea – Social wise
The project is designed as a first step in self-discovery and it comes to complement the formal educational system. It is the first
phase of the non-formal educational cycle developed by AIESEC and its target are students from 1st to 8
th grade, which means from
to 15 years old.
We realized that nowadays children are stuck in the theoretical educational system that Romania provides and are not necessarily
aware of the qualities or skills they have or might have.
With this project, we seek to offer the children sessions held by international volunteers which will give them a real cross-cultural
understanding and will improve their soft skills and English skills, ultimately making them more self-aware. The English language is
the most practical result of the project (something tangible the parents will see, for example), but in reality it is just a tool for the
cultural and skills development, which is the core of the project.
Imagine: You are a first class student and you join this project. You liked it so much that in the course of 8 years, you participate in it.
Afterwards, you enter into highschool and you participate in our project for highschool students for 4 years, focused on leadership
development. When you finish highschool, you realize that you also want to be part of the university project that we offer. We want
to provide a full complementary, non-formal, educational system for youth, and this project is the first step to be taken to fulfill the
potential every young person has.
The Project Idea – AIESEC wise
From the AIESEC perspective, this project allows massive expansion and growth in the volume of realizations. We approach a
beneficiary that exists everywhere, children, and we provide them something that any GCDP Exchange Participant can provide,
English classes and cross-cultural experiences. This it’s easy to grow in number of children achieved and of interns realized, having
basically minimum restrictions for the project in terms of the profile of the Interns and the availability of the beneficiary.
Furthermore, this project makes sense for AIESEC as a student-driven organization in terms of positioning the brand in youth since
early ages.
The basic operational idea goes as following: Each local AIESEC office will implement this project with one school as a partner in
the beginning. This means that one school has 8 years (from 1st to 8
th grade). In average, each year has 4 classes. The aim is to
provide each class from each year 2 interns who will work for 6 weeks the entire classroom.
Doing the math, this means that for each peak we implement this project, we will have 64 realizations of interns per school in each
local AIESEC office.
The scalability of the project is huge, as we can build more partnerships with different schools, increasingg the realization numbers
drastically, and thus contribute to the AIESEC vision of peace and fulfilment of humankind’s potential and make a tangible impact in
the community.
The Project’s Vision
The children of today will feel connected to the world and self-
aware to constantly learn from every experience they live, and
thus they’ll become the best version of themselves.
Kids (beneficiaries)
Companies
Account
Management
Schools
Direct Sales
Self-Development
Brand Positioning
Program Development
& Delivery
Sales, Engagement &
Reporting
Preparation &Training
Parents’
Associations
Schools, Ministry of
Education, NGOs,
Curricula Partners
Sales Costs
Logistics, Copyright,
Marketing
Accommodation, Delivery Costs,
Matching Costs
Partnership Package Sales
TN Fee (Fixed price, single payment)
Interns
Work & learn with a
professional agenda
Parents
Donations
Project Presentation,
Engagement
No-cost learning for
their children; time
reliever
Promotion & Engagement Costs
Schools
Logistics, materials, HR, information systems, agenda content, initial capital.
Global Entity
Partners (EP
Suppliers)
Delivery Services
Business Model Canvas
1. Customer Segments: Who is our project for?
1. Kids as beneficiaries: Normally, the customers are the ones who are paying for the product or services but in this case
the kids are beneficiaries, meaning that they are the ones for which the services(in our case: this project) are created.
They will beneficiate of it without payment and are
2. Companies: They are a key customer for our project and the fundamental income providers.
There are 2 types of packages that can be sold, depending on the company’s interest:
2.1) Basic Consumer Branding: Companies which buy a package of positioning through consumer branding. (i.e: a
toy company who wants to position itself with the kids/parents to increase awareness of their products).
2.2) Advanced Brand Positioning: Companies that have an active role in the project in order to position the brand
in a broader way in the market (ex: a company that hold sessions together with the interns).
3. Interns: They are a customer because they are choosing to live their exchange experience in our project and thus we
must deliver to them a high quality experience with all the minimum standards. Furthermore, they will pay a TN Fee
to be part of this project, so this means that we have an even bigger responsibility to deliver all the standards.
4. Parents: They are also a key customer. At a young age, kids do not really have the power of decisions, the parents are
the ones who decide for them. We have to sell the value proposition of this project for them so they can be enablers
for the kids as beneficiaries to get their value proposition. As revenue, parents can donate for the cause.
Business Model Canvas
2 Value Proposition: What do we give to each customer?
1. Self-Development: For the children, the international volunteers are the added value. Due to them, the kids will beneficiate of
real cultural backgrounds and this is what enables the self-development through English learning (the most tangible thing of the
project) and soft skills developmentt (something not so measureable but ultimately the essence of the project).
2. Brand Positioning: For companies, brand positioning in their target sector is the trigger which will help them make their
business more profitable. By partnering with our project, we can deliver that for them not only on the local and national level, but
also on the international scale through our interns.
3. Work and learn with a professional agenda: For the Interns, besides the regular value proposition of the volunteering
exchange itself, this project has an added value which is the fact that we will create the project’s agenda with professional
institutions (ex: a NGO specialized in child education, psychology office, etc) and the interns will be able to train based on it,
thus enhancing their knowledge on training & education as well.
4. No-cost learning for their children; time reliever: For the parents, the opportunity for their children to have a growth and
development unique experience that adds value for them, with no fixed cost (it’s a donation based system). Furthermore, it’s a
time reliever for the parents, giving them an extra-curricular activity for their children to be at while they finish work and day-to-
day errands.
Business Model Canvas
3. Channels: How do we transmit the value proposition to the costumer?
1. Schools: For parents and kids, we reach them through the schools. By partnering with the schools we have direct access to both
children and parents for them to know about the project and join.
2. Direct sales: For companies and schools, the method is direct sales through sales meetings in order to partner for the project
and create long-lasting relations that enable yearly growth.
Business Model Canvas
4. Relationship Management: How do we maintain the connections?
1. Account Management: For schools and companies, o have constant communication with the partners in order to guarantee
expectation alignment and achievement. Project reporting in different stages from AIESEC to the partners is included in here.
The customers need to stay in full contact with the project from the beginning until the end. All of this is to maintain and
upscale the long-lasting partnerships for project scalability
2. Delivery Services: all the regular services that are provided for a volunteer exchange participant of AIESEC. This includes
Exchange Program and Policies, Standard & Satisfaction and Delivery Activities and Programs of AIESEC in Romania.
Business Model Canvas
5. Revenue Stream: Where does the money come from?
1. Partnership Package Sales: For companies, the project will have different sales packages that adapt to their different budgets
and needs. The sales are done locally and they are the main source of income to make the project sustainable.
2. TN Fee (Fixed Price, single payment): We will ask for our interns a fee to support in the costs of the project. The exact
amount will be standardized across all social projects of AIESEC in Romania.
3. Donations: Parents can donate different suggested amounts of money depending in their capacity. Also, when special events
are prepared for the children (i.e: theatre play, music show, etc.) we can ask for an entry fee or an special donation from the
parents. The donation methodology could be implemented through Crowdfunding with the parents of an specific school, or the
community members of a given neighborhood or community.
Business Model Canvas
6. Key Resources: What things are needed to run the project.
1. Logistics & Materials: All the physical resources needed for the organization and delivery of the project: projector, flipcharts,
pens, location for the sessions, brochures, flyers, booklets, banners, etc.
2. Human Resources: The people needed to plan and execute the project: the national team (national project manager,
marketing responsible, processes coordinators), the local team (local project manager, project team, etc) and the interns that will
be delivering the sessions to the children.
3. Information Systems: Online systems to manage the information nationwide across all the team. Needed for data
centralization, decision making and CRM.
4. Content for the agenda: The content of the agenda, with all the learning strategies and methodologies, which should be
created in partnership with specialized organizations.
5. Initial capital: The starting funds to get the project running in the first stages.
Business Model Canvas
7. Key Activities: What should be done for the project to happen?
1. Program development and delivery: For the children, the program (actual agenda with contents and learning methods) has to be
developed with a specialized partner and then delivered through the sessions calendar by the intern, according to the timeline
predefined. This also involves all the logistics preparations needed, as well as building the partnerships with the schools in which
the project will be delivered and setting the delivery expectations for the project.
2. Sales, engagement and reporting: With companies, direct sales are done to get them on board with the project according to the
different partnership packages. After the contract is signed the companies must be engaged in the project (i.e: inviting them to
the events, have constant meetings, etc.) to build a stronger relationship based on purpose. Later on reporting of the status of
the delivery of the partnership is done (for transparency in the delivery of the contact) and also updates of what is happening in
the project for informative purposes (once again to build a stronger relationship based on purpose).
3. Preparation & Training: For the interns, training before the project starts is really important, as well as constant follow up of their
performance and on-going training as needed, to guarantee proper delivery.
4. Presentation & Engagement: For the parents, the project must be presented and explained thoughtfully so they understand in
what their kids are participating, the benefits that they will get and why this is relevant for them; that way they’ll give their
consent for their children to participate. Furthermore, they must be engaged in different ways through the project, so they stay
informed and constantly aware of the progress happening and feel part of a community.
Business Model Canvas
8. Key Partners: Who do we need to walk side by side with?
1. Schools: Without schools, we have no project. They are key partners because through them, we have access to the kids as
main beneficiaries. We will work side-by-side in the delivery of the project. The main value proposition for them in partnering is
the increased positive reputation they would get, which would increase their national ranking and visibility.
2. Ministry of Education, NGOs, Curricula Partners: We believe that collaboration with the Ministry of Education would be
extremely beneficial, both to amplify our reach towards schools, but also to endorse the quality of the program. Also, we want to
partner with NGOs or organizations specialized in children development for more insights of how can we make the project
relevant for them and also for our interns. As for our curricula partners, we need to contact a psychology office in order to help
us create a professional curricula for all the classes participating in our project and to be aligned nationally.
3. Global Entity Partners (International Suppliers): As all of AIESEC Social Development Projects, International Exchange
Volunteers are a core to our activities. In that sense, a fundamental partner are other national AIESEC offices across the globe
that can provide us with a steady supply of International Interns to volunteer in the project across the year, in the planned
timeline of the project.
4. Parents’ Associations: Last but not least, another partner could be any kind of associations to which parents are part of,
supporting us in reaching to parents to position the project and create awareness, in order to generate market demand.
Business Model Canvas
9. Costs Structure: What do we spend money on?
1. Logistics, copyright and marketing: for children, there are logistics and materials costs (i.e: paper, pens, flipcharts, etc.), copyright
of the curricula for intellectual properly, and also promotional costs before and during the project (i.e: flyers, posters, paid ads,
etc.)
2. Sales and Account Management Costs: All costs related to sales, such as expenses for/during the meetings with the companies
and schools, money for transportation, sales materials; also account management costs for engagement, reports, invitations to
events, etc.
3. Accommodation, Matching and Delivery Costs: The interns must be provided with free accommodation during their state in
Romania for the delivery of the project, being this one of the main costs of the project. Furthermore there are all the standard
matching costs of AIESEC’s Social Development Projects (i.e: invitation letters for the interns who need VISA, matching fees, etc)
and also standard delivery costs (i.e: welcome packages, leadership development activities, trainings, etc)
4. Promotion & Engagement Costs: Any costs related to the promotion of the project specifically for parents and further
engagement (i.e: special booklets, informative sessions, events, etc).
English skills
Development of soft skills
Activating Proactivity
Widening the horizons
Effective Communication
& Self-awareness
Fun & relevant activities
Professional agenda
Practical & creative spaces
Extra off-class spaces
Lack of English Skills
Negative Culture Shocks
Attention Deficit
7th
& 8th
grade
ambassadors
Present the context of the
project in advance
Energizers, engaging
activities
Attendance
Active and open to
learning
Participate in
informal meetings
Extra-curricular
activities
Non-formal learning
spaces for soft skills and
cultural understanding
Kids (beneficiaries)
English practicing and
learning
Off-class space to interact
with school friends
Access to kids and
parents’ customer
segment
Consumer branding
No direct connection
with the target group
Receptiveness to the
project
Sessions delivered
together with interns
Direct access to all the
events and informal
meetings organized Involved in the project’s
implementation (if
advanced brand pack.)
Creating & deliver
sessions together with
companies
Promote companies
online and offline
Invite companies to all
the events and informal
activities
Direct access to our
participants
Companies
Teach and learn from a
professional curricula
Access to a multicultural
environment
Lack of global mindset
Lack of practical
experiences
Be 100% present
To have the right
mindset towards the
program
Fluent in English
To have presentation
skills
Opportunity of co-
teaching and co-
facilitating
Be in a multicultural
environment for 6 weeks
Interaction with different
cultures
6 weeks of learning by
doing
Create and provide a
professional curricula for
the interns
Provide proper training
Create a community of
interns
Showcase their journey
Provide the framework
for their leadership
development
Interns
No-cost learning for
their children
Time reliever
Lack of trusting projects
for personal
development
Not enough time for
their children
Professional and
relevant agenda
Free of charge program
for their children
Present the project in a
professional manner
Involve the parents in all
the events and informal
activities
Implement host family
Open to the project’s
idea and participation
Approve the
participation of their
children in the project
Be Involved in the
project’s events
Showcase previous
successful editions
Daily activities for their
children
Parents
Value Proposition Canvas
1. Gains
1.Kids
-Children learning English in a practical way
-Development of soft skills through various activities done during the sessions
-Activating proactivity
-Widening the horizons through the help of international volunteers
-Learning how to communicate efficiently
-Self-awareness: understanding what they are good at and what they like
2.Companies
-Access to kids and parents’ customer segment: they will have direct access to all our beneficiaries where they can present and promote their
products and services
-Consumer Branding: the partnering companies brand will be present in the promotional materials of the project as supporters.
3.Interns
-Teach and learn from a professional curricula: the interns will get access to professional knowledge which will enhance their career
-Access to a multicultural environment: the interns will meet people from all around the world and become “World Citizens”
4.Parents
-No-cost learning for their children: the program is going to be free of fixed charge so that all the children from each school can be part of it
-Time reliever: the program will be after school hours, giving the parents extra time without the children for their daily responsibilities
Value Proposition Canvas
2. Gains Creators
1.Kids
-Gradual fun activities & sessions connected with the reality
-Professional agenda with practical activities
-To create creative and practical spaces for the kids
-Extra off-class spaces and activities between interns and children
2.Companies
-Sessions delivered together with the interns: companies will be able to have direct contact with the beneficiaries through these sessions, so as
to position themselves with the kids and have a direct interaction to understand their costumers better.
-Direct access to all the informal activities and events: for promotional purposes and positioning in front of the parents
3.Interns
-Opportunity of co-facilitating: gaining knowledge in how to co-facilitate a session together with another intern
-Be in a multicultural environment for 6 weeks
4.Parents
-Free of charge program for their children
-Professional and relevant agenda: their children gaining real skills after participating in this project
Value Proposition Canvas
3. Pains
1.Kids
-The students do not know how to speak English - can’t understand the content that is being taught.
-Negative cultural shocks: they might not like the interns or might not understand their methods of teaching.
-Attention Deficit: After 6 hours of schools, their attention might me lost and will not concentrate properly.
2.Companies
-No direct connection with the target group: companies and customers don’t usually have interaction spaces where they can get live feedback
and have conversations for interaction and each other’s understanding.
3.Interns
-Lack of global mindset: might not have an understanding of other cultures
-Lack of practical experiences: might not have facilitated before
4.Parents
-Lack of trusting projects for personal development
-Not enough time for their children: nowadays jobs can be time-consuming
Value Proposition Canvas
4. Pains Relievers
1.Kids
-7th and 8
th grade ambassadors for the children in smaller classes who can come to the sessions and help the interns (helping the kids who do
not know English)
-Before the project starts we can have AIESEC members who can present the interns (for negative culture shocks relieving)
-Engaging activities, energizers, frequent short breaks (for attention deficit relieving)
2.Companies
-Direct access to our participants through planned spaces along the project.
3.Interns
-6 weeks of learning by doing: having practical experiences of training and facilitating the sessions and activities created for this project
-interaction with different cultures: not only learning about Romanian culture, but also meeting interns from all over the world
4.Parents
-Showcase previous editions of “Let’s Go!” or “Summer Vitamins” and bring testimonials
-Daily activities for their children
Value Proposition Canvas
5. Job to be done
1.Kids
The children must be present in all the sessions in order to have a clear understanding of the project and see the relevance of it from the
beginning until the end.
They must be active and open to learning – the project’s objectives wouldn’t be achieved otherwise.
They have to participate at the off-class activities created for them – as organizers, we would create informal meetings for the interns and
children too and it is crucial for the children to participate. These activities will give the children a sense of belonging in the project.
To be present at extra-curricular events created by the interns and AIESEC organizers.
2.Companies
-Receptiveness to the project: this means understanding the project’s value for the society and for them as businesses
-To be involved in the project’s implementation delivering content if they become a Content Partner.
3.Interns
-Be 100 % present during the project and in the whole delivery
-To have the right mindset towards the project and the exchange experience
-To be fluent in English and develop presentation skills
4. Parents
-Open to project’s idea and participation: to understand the added value it can have for their children and even for them as parents.
-Approve the participation of their children in the project: legal permits to allow their children to be part of the project.
-Be involved in the project’s events: off-class activities that are meant for parents and children to interact together.
Value Proposition Canvas
6. Products and Services
1.Kids
-Non-formal learning spaces for soft skills development and cultural understanding: a place where kids and discover and develop beyond their
current reality, also by practicing English in a casual, conversational way, one of today’s basic skills.
-Spaces to interact with their school friends and mates outside of the regular class dynamics.
2.Companies
-Create and deliver sessions together with the companies: those who buy the advanced branding package, need to build the sessions they’ll
deliver with the interns based on the objectives provided by the agenda.
-Promote companies: all the general branding activities offered, as being part of the promotional materials.
-Invite them to the events and informal activities: so they have the chance to have conversations and interact with parents and kids.
3.Interns
-Proper LEAD and TTT training for their leadership development and delivery capacity building
-Constant tracking throughout the project to ensure performance and alignment to the agenda
-Showcase their experience, to enhance the meaning of their experience and generate more visibility.
-Provide the framework for their leadership development, through all the Delivery processes and activities.
4.Parents
-Present the projects in a professional manner: so they can understand exactly what it is about and generate trust into it.
-involve the parents in all the informal activities and events: so they have interaction spaces with their kids and stay updated with everything.
-Implement host families: to have a further involvement with the project and a stronger cultural experience.
Mid-term Ambition
The 2020 mid-term ambition
By 2020, 100.000 Romanian children
will participate in this project.
Achievement Breakdown
2016 2017 2018 2019 2020
# of Beneficiaries 7260 18.240 25.920 27.000 28.000
% of growth
compared to
previous year
- 60% 42% 4% 3%
# of Interns 968 2.432 3.456 3.712 3.840
% of growth
compared to
previous year
- 60% 42% 7% 3%
Total # of beneficiaries: 106.420 Total # of interns: 14.408
Jesus Navarro
National Director, Social Development
Larisa Pop
National Project Manager
