Niche Marketing your Organisational Learning Offerings

Niche Marketing your Internal Training To External Stakeholders

What is your core Business?  For us it is Community Services Activities, in particular crisis support, counselling, Individual support work and Suicide Prevention.  One of the challenges I had when I first came into this role was around how to fund all of the training that it was necessary to deliver (both internally and through external providers) to staff and volunteers.  This was a particular challenge for us as a substantial proportion of our income comes from the provision of services for Government, with the rest being made up through donations and other income generation where necessary.  This meant that while training was both very important and highly valued by the organisation there was a significant challenge around how to fund both a fully functioning L&D unit as well as provide access to externally provided training where it was required as the vast majority of our ‘income’ goes to the delivery of client services.

It became obvious quite quickly that there was a subset of the internal training that we ran for our staff, for example ‘Psychological First Aid‘  that possessed a commercial potential in terms of its content.  It was just packaged in a way that wasn’t necessarily appealing to a wider, external audience.  It also became obvious quite rapidly that given the high regard for and visibility of a number of our services, particularly in the counselling, suicide prevention and mental health arenas, that we were often asked by organisations to come and speak to their staff about these areas.  It was an added bonus that we were also a registered training organisation (RTO).  It also got me thinking that given it was a challenge for us, a fairly large organisation to be able to provide the necessary training to our staff that other, smaller agencies and organisation in the sector might also be facing similar if not larger difficulties.

We therefore decided to look at the prospect of commercializing the training we did internally for our staff, around our core business (and this I think is a key idea if you are thinking of doing this) and offering not only to other agencies within the sector but to organisations and businesses outside of the sector as well.  Has it been worth it; I think that it has, we have managed to build a commercial training and training consultancy business, that while not large, provides us with an income stream to supplement the funding given to us by the organisation to provide training for our staff, which in turn frees up funds for the delivery of services to clients.

So I challenge those of you in organisational L&D units and the like to think about your organisations core business and training that you deliver around that and see whether or not there is a niche market there that you can utilise.  Remember though it should be about that core business, the things that you are known for and are good at, they are the things that are going to give you the best results.  So think about it, you never know just how good your bottom line might look next year.

Advertisements

About pauldrasmussen
Paul Rasmussen is one of Australia’s most widely read Vocational Education and Training Commentators. He provides deep, unbiased analysis and insights not only on topical issues, but also on the underlying structure and policy which supports the industry. His writing and analysis has been praised for its uncompromising and thought provoking style and its ability to focus on the issues of real importance to the sector. He has advised various government departments and ministers, training providers, public and private organisations, not for profits and small to medium enterprises on the VET sector and the issues and opportunities facing it. He is one of Australia’s most awarded learning professionals and a regular speaker at a range of conventions and forums. His extensive experience in vocational education, and learning and development coupled with formal qualifications in philosophy, ethics, business and education management allow Paul to provide a unique view of the road ahead and how to navigate it.

Let me Know what you think

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: