Amable–Marketing Innovation in Education Harvard Case Solution & Analysis

Amable, a Bangalore-based children's schooling organization, was co-founded by Aditi and RatneshMathur, a husband-wife couple who wanted to supply youngsters with innovative education. Amable began at Indiranagar in Bangalore, which arranged weekend and summer programs for children as Geniekids in 2002. Geniekids developed a Train the Trainer (TTT) program, which empowered a constant flow of high quality faculty and also provided an additional revenue flow to the organization. Geniekids began fulltime learning programs for pre-primary children; and by 2009, it expanded through Aarohi Life Education to kids in 6-14 years age group. In 2013, Geniekids renamed itself as ''Amable'', which was derived from the words ”I am capable''. The central team at Amable believed that children possess the capability to learn from their life experiences, and for that reason they possess the capacity to make choices on what, when, how, and how much they would like to know. Amable imagined an ideal learning environment to be a location where the  children choose their aims (curriculum), pace themselves and assess their vis-a-vis his (her) aims. Amable had several programs, which enabled reaching out to kids, parents, and teachers. Children's programs were made to make learning a procedure for self discovery. TTT plans, parent counselling sessions, workshops for parents, etc. were comprised by other programs. The changing demographics of Indiranagar had reduced the number of players and Amable was actively looking at alternatives such as running programs at business premises and residential complexes to improve its reach. Ratnesh and his team looked at the challenge of distributing ''organic schooling" in a sustainable manner. They wanted entrepreneurs to spread the philosophy and to eventually become Amable community members. What should be the ethos of such community of edu-entrepreneurs? Amable wanted parents to have the choice of an alternative organic education throughout the country. The initial step towards affecting adoption was to create consciousness. Then for the awareness, Amable would need to make their services easy to be used.

This is just an excerpt. This case is about SALES & MARKETING

PUBLICATION DATE: July 21, 2015 PRODUCT #: IMB517-HCB-ENG

 

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