MyLearning project

Martin BazleyPeter Pavement

26 Nov 2010

Overview

• Martin Bazley & Associates commissioned by Renaissance Yorkshire to explore options for sustaining and developing MyLearning project

• Currently about half-way through• Next stage is trialling new ways of creating

content and exploring fund-raising options in detail

• Comments and suggestions warmly welcomed!

MyLearning

• Resources created by museums and others (content providers), for schools

• Content providers create their own ‘learning journey’ online resources using a dedicated CMS

• www.MyLearning.org

Current

• Content providers are trained by core team in how to use the CMS

• Templates also provide guidance• MyL team monitor and offer feedback

Outline of recommendations - editorial

• Widen scope nationally, in terms of:– area of production of resources and – promotion to teachers – but hold off until critical

mass achieved

Outline of recommendations - editorial

• Focus output more strongly on curriculum provision and needs of teachers

• Adopt commissioning approach: MyLearning team author the learning resources using assets and material provided by content providers

• Replace up-front training by action-learning: content providers learn through involvement in development process

Outline of recommendations - editorial

• Review and optimise structure of online learning resources in light of continuing research into teachers’ needs and preferred ways of working

Outline of recommendations - editorial

• Improve searchability and findability of assets (images, videos, audio, interactives, sheets etc) through:– enrichment of metadata and – configuration of Google site search

• Optimise existing and explore new ways of disseminating and promoting awareness and use of online learning resources

Outline of recommendations - editorial

• Aims and SMART objectives: monitor and review effects of changes on motivation and engagement among content providers, quality of resources, uptake by teachers etc

Outline recommendations - business planning

• Renaissance income expected for next year or two at least, but reduced.

• Recruit freelancer to assist with fundraising

Outline recommendations - business planning

• Adopt income pipeline approach to fundraising – target larger number of smaller funds.

• Review activity for cost reduction and improvement opportunities

Income pipeline

• Like GANTT charts for project management income (or sales) pipeline helps forecast income and manage contacts.

• Aim is to predict the income over a period of time by categorising – potential income sources and – their probability of coming to fruition.

Income pipeline

• For example, all prospects for funding could be classified as follows:

• Opportunity - a funding programme that is suitable for My Learning

• In discussion – contact made with funding body• Proposal stage - proposal underway - discussions

continue• Awaiting decision - proposal has been submitted• Awarded – funding secured

Income pipeline

Category Number Value

Opportunities 10 £1,200,000

In discussion 7 £200,000

Proposal stage 5 £120,000

Awaiting decision 3 £70,000

Awarded 2 £40,000

Category Number Value Likelihood Income

Opportunities 10 £1,200,000 2% £24,000

In discussion 7 £200,000 10% £20,000

Proposal

stage

5 £120,000 20% £20,000

Awaiting

decision

3 £70,000 50% £35,000

Awarded 2 £40,000 100% £40,000

Total £139,000

Mixed economy

The most successful income generation strategy is likely to involve a mixed economy :

• Public• Grant funding• Revenue income

Income generation - Advertising

AdSense network www.google.com/adsense

Display advertising networks for example Adify www.adify.com/adify-united-kingdom

other media organisations or companies can put together advertising packages by theme and then syndicate ads to a network of sites.

For example: Guardian’s Diversity Ad Network - http://www.guardian.co.uk/ad-networks/diversity

Income generation - Subscriptions

- Schools – have money, but inconvenience can put them off – also can just go elsewhere

- Need a really significant offer, or something literally not available elsewhere (Bridgeman Art Library for example)

Income generation - Services

- Consultancy- Web development service- Etc

- Also affiliate marketing, etc

Fund raising takes time and effort

Ways of fund raising in small organisation: • take on additional freelancer on % bonus basis

or mixed basis (retainer plus commission)• use agency (potentially more reliable /

sustainable but may not be economic)• build up skills within core team – commission

freelancer for say 6 months to fund raise and mentor

Guidance and info

PipelineFurther information is available on

www.businesslink.gov.uk on sales forecasting and other techniques: http://bit.ly/couAYW

www.smartsheet.com is an online service that may be helpful.

Fund-raising for non-profit:www.fundraising.co.ukwww.financehub.org.uk

Contact:

Martin Bazleywww.martinbazley.com

Google Analytics preliminary data analysis

There is a bias to Yorkshire & Humber but national usage is close to the overall population picture. Smaller Yorkshire population centres feature often in the "long tail" of usage but numbers are not high.

Interestingly there's nearly 1 visit for every 1000 head of

population for these top 10 centres. 1 visit for every 5000 is from a school. A very good "reach".

In conclusion, expanding the remit to a national service

would not be a huge hurdle - that audience has already found you!