The business of children's education is growing up fast learns Sarah Abdullah who talks to the first Mind Lab franchisee in KSA.
The method of education traditionally used in Saudi Arabia since its inception has typically been a passive approach involving lecturing teachers and uninvolved students.
With the introduction of Mind Lab a US-based franchise, however, into the Saudi market, that is all beginning to change. In operation for only seven months Shamim Bundakji, a Saudi businesswomen and owner of the franchise in the Kingdom, has been working to integrate the system of hands-on learning through play into the curriculum of a number of Jeddah schools.
At the heart of the programme, developed and tested in 1994 by professors at Yale University, is the belief that the most productive way of learning is through fun and hands-on experience. And that game playing using board games, social card games and puzzles, provides the perfect medium for the development of cognitive skills, social skills and emotional intelligence. Another prime objective is to show children how to use these skills in a home setting with family, friends and in their community.
So far Bundakji has been successful in implementing Mind Lab into Dar Al Fikr, a private Saudi school, which is using the programme once a week for each class in one hour intervals along side their own core curriculum. She has also developed a similar programme schedule for Jeddah International School (JIS) as an after-school activity as well as other programmes for additional schools, institutions, and children's outlets such as paint your- own pottery studio, Color Me Mine, also a US-based franchise open in Jeddah.
The Mind Lab programme is developed for four different age groups with each having to go through a number of levels of games to be successful.
Mind Lab is also provided not only to "normal" children but to children with special needs and behavior problems.
Bundakji has 22 years experience working with the Kingdom's youth and the mother of three whom, she says, constantly need challenges and academic stimulation. Before deciding on this particular business venture she undertook extensive research about educational programmes and methods of modern teaching including learning methods that would best cater to the development of children from an early age was done.
At the moment Mind Lab KSA is striving to establish a presence in the Jeddah market with high end private schools and international schools as their target clientele, because according to Bundakji: "these schools realize the benefits that can be derived from Mind Lab and sees it as an improvement to the school's profile." However plans are afoot to open a Mind Lab Center and to expand to other provinces once the Jeddah base is secure.
Many people think that franchisees have it easier than business owners who have started their businesses from the ground up but Bundakji is certainly paying her dues to success both physically and financially.
At the soul of the business's marketing strategy is Mohammed E. Bundakji, Shamim's son and partner in the venture.
The strategy consists of marketing personnel who deliver presentations to local schools but, on most occasions Shamim herself prefers to attend presentations in person to ensure that the quality of the Mind Lab message is delivered in a correct fashion. Mohammed, who has his own business MeBe Modern Services, has been working to help his mother in promotion and is in charge of handling the planning and future expansion of Mind Lab KSA.
Presently however it is a financial struggle as any new business is with all expenses in Saudi Arabia being entirely borne by Mind Lab KSA with the support the company gets from its Mind Lab Europe HQ, "having nothing to do with finances," the businesswomen told GMR, adding that they are presently reinvesting a majority of revenue into the initial launching and continued support of the new business.
Ironically, the business owner also said that Mind Lab KSA has no tie-ups with toy, food, or clothing brands, as is usually the case with children-targeted businesses, which could be a prime resource of boosting revenues for the growing company.
According to Bundakji, the aspects of start up, set-up and finding the right people and then launching have been the most challenging issues.
Although, getting the message of play across to conventional teachers used to methods dating back to the time before there were schools; a time when children were taught in mosques listening to Islamic scholars while pupils provided nothing more than their undivided attention is an obstacle that the savvy Saudi businesswomen is working to overcome.
And, even though Mind Lab KSA had a rough start and it is striving. Positive attitudes are high for this business start-up with future plans of moving the company forward based on ideas of integrating the programme into retirement homes and the development of a fun pack for teenagers.
Commenting on the road ahead, Bundakji feels she must travel to ensure success said, " I believe that teaching by force using traditional passive scholastic methodology will no longer suffice our kids. But only through fun and interaction will teachers finally find the key to opening up young minds. It is as Plato said, "Not by force will youth learn, but through play," she concluded.
Kraft Foods has launched a 32-week sponsorship of Kraft Wizz Kids Quiz weekly radio how in the UAE following pan-GCC research which showed that child development was a key priority among the region's mothers. Participants get a Kraft Wizz Kids Quiz folder containing a booklet with games to test their mental skill, plus mouse pads, pens, key chains and stickers. The winners and runners up will win Ipod Nanos and Shuffles along with a trophy. Kraft also gives listeners an opportunity to win an $27 voucher from Virgin Megastores. Correct answers are sms'd and one lucky winner is chosen who receives the voucher on a weekly basis.
© Gulf Marketing Review 2008
