WHAT WORKS: BUILDING SOCIAL CAPITAL WITH APTECH'S VIDYA

EXECUTIVE SUMMARY

Vidya, Hindi for “knowledge,” is a computer literacy program run by Aptech Ltd., one of the two largest computer education and training companies in India. As a part of its corporate citizenship effort, Aptech launched the Vidya program in 1999 to expand its course catalog beyond the company’s core offerings targeted at computer professionals and corporate markets. Vidya allows Aptech to reach underprivileged students, casual computer users, and those who thus far have had little or no contact with computers, such as retirees. The course is profitable, though with lower margins than most of Aptech’s offerings. However, Vidya acts as a feeder for higher level courses offered by Aptech and has increased Aptech’s market share in the IT training/education market in India, opened new markets, particularly in state and national governments and schools, and helped to pave the way for increased international expansion. The success of Vidya has been based on a replicable and effective business model, a highly motivated management and franchise team, and excellent course material.

BUSINESS MODEL
Aptech has a network of 2,449 training centers spread across 52 countries, generated revenues of US$65.2 million in 2002, and has trained over 2.5 million students across the globe. The average center has between four and six computer labs, five or six classrooms, and 700 enrolled students at any given time. Centers tend to be larger in urban areas and smaller in rural towns.

Virtually all Aptech centers are now independently owned franchises. The transition from a company-owned center model to a franchise model was driven by two primary factors. First, Aptech wanted to grow its business within India without unnecessary capital demands. Secondly, the model enables Aptech to leverage the local knowledge of each franchisee. Despite local ownership, Aptech maintains strict control over franchisees through a combination of contractual obligations, supervision by regional managers, and curriculum and advertising control.

From the students’ perspective, Aptech remains a single entity. All centers teach a common curriculum leading to a common certification and all instructors have met the same Aptech-administered qualification criteria. Advertising, which is generally designed and purchased by Aptech on behalf of its franchisees, is common across all centers, as are promotions and pricing bands. Finally, students can transfer between centers if they move or change jobs.

Aptech initially sought to follow the same franchise model as it expanded internationally. This one-size-fits-all approach, however, created problems in a number of countries due to legal or cultural restrictions on either foreign control or franchise business models. To compensate for this, Aptech has used several different business models in various counties: a master franchisee that owns all centers in a country, a joint venture model; and a wholly-owned subsidiary. In addition to these various structures, in some cases Aptech operates a country office.

The Aptech course model incorporates a combination of instructor-led, computer-based, and Web-based instruction and learning. This model is based on a strong foundation of in-depth research, course design, and instructional design. Research on the latest technologies and industry needs are incorporated to make the course high-end and industry-relevant. A dedicated team of designers and pedagogy experts from Aptech’s Technology and Academic Advisory Group (TAG) design optimum courseware and methodologies that train the students to meet industry standards.

In Vidya, the course instruction begins with introducing users to the computer’s power switch and progressing through skills training for the Internet and Microsoft Office. The course was initially priced at the reasonable rate of US$39, making it accessible to a wide group of potential students. Aptech has introduced Vidya at approximately 1,250 of the company’s 2,449 centers in India and enrolled more than 350,000 students. The largest group of enrollees is students, many of them from low-income families. Vidya is offered both as a stand-alone course and as “Module 0” of the company’s more advanced programming and multi-media courses. In the latter case, Vidya is an integral and necessary component of the company’s higher margin offerings. Aptech also maintains an active effort to enroll students in the stand-alone Vidya course in more advanced programs. Approximately 30 percent of students who originally enrolled only in the Vidya program eventually enroll in more advanced Aptech courses.

DEVELOPMENT BENEFIT
The Vidya program was created in response to India’s national computer literacy drive. With the scale of its popularity and success, it is clear that it is making a contribution. Moreover, because of its low price, it has provided opportunities to many students that would otherwise not have able to afford computer training. By also providing Vidya training to employees of Indian companies, foreign multinationals, and government agencies, Aptech believes it is contributing to broader economic development and education.

KEY LESSONS
The Vidya course, and Aptech’s experience more generally, shows that for-profit approaches to education and training can fulfill a need in developing countries. Moreover, by providing a high-quality course with up-to-date content, Aptech is providing training that is not typically available in most public schools. By charging a low price and accepting a lower margin, Aptech made Vidya accessible to a wider segment of the population, yet still benefited from gaining market share.

Aptech has needed to quickly adapt to changing realities, competitive pressures, and content demands from students. In 2000, Aptech formed the Technology Assessment Group (TAG) with the purpose of understanding industry IT requirements and translating them into world-class courseware. Inputs from TAG are built back into the curriculum design process enabling Aptech to synchronize its courseware with the demands of the IT industry and the technology needs of non-IT companies. The ability to provide current, relevant curriculum provides an important competitive advantage.

Aptech’s franchisee model has allowed it to expand rapidly. The company also relies heavily on its franchisees as its primary link to its ultimate customers, the students. As a result, Aptech maintains a close relationship with its franchisees and their employees. Aptech developed an “extended organization” concept for the employees at franchise centers. Aptech runs training workshops for franchisees and helps them to understand the importance of employee motivation and satisfaction.

Aptech’s initially unsuccessful approaches to international expansion taught the company several important lessons. First, in order to appeal to the local market, Aptech needed to customize its courses, including translating course materials. Secondly, it had to modify its insistence on a franchise business model to fit the legal and commercial realities of other countries.

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