Transformation of a traditional language school by means of business model innovation.
- Adela Vitkovska
- Nov 6, 2025
- 16 min read
Start date 01-10-2020–End date 30-09-2022
EU Grant–287.686,00 €
Programme–Erasmus+
Key Action:
Cooperation for innovation and the exchange of good practices
Action Type:
Strategic Partnerships for higher education
Countries covered–5
Coordinator
UNIVERZITA TOMASE BATI VE ZLINE
Nam. T.G. Masaryka 5555
76001 ZLIN
🇨🇿 Czechia
Coordinator Type: Higher education institution (tertiary level)
Phone: +420576032235
Summary
Background
The main motive for the creation of this project was the declining language education market, whether from the point of view of education providers (language schools) or their consumers (clients of language schools). Language schools were struggling with a decrease in clients (drop in demand), falling margins (unattractiveness of the market), high market saturation (a large number of language schools) and an unsustainable business model focused on the classic form and content of education (language without professional context , the teacher as a replicator of teaching, the student as a passive consumer of teaching). Our goal was to bring teaching closer to current requirements for education and at the same time take into account current trends in business based on the idea of networking, sharing and co-creation. This project reflected the needs of LS clients (to change the form and content of teaching so that the student becomes an active participant in the course and at the same time can focus not only on language, but also personal development) as well as the needs of language school and their lecturers (responding to teaching trends, adapting teaching to clients and using conversation and game-learning techniques).
Objectives
The main goal of the project was to create a sustainable business model for language schools. This required: (1) to innovate the existing business model of language schools, (2) to create new products that will better reflect the current requirements of language school clients, (3) to create instructions for trainers so that they become leaders of the teaching process, (4) create tutorials for students to learn more easily, (5) create an online platform that connects course providers with their clients. Overall, we wanted to achieve the transformation of language schools so that these schools become mediators of education, that is, mediators between trainers (mentors of language education) and clients of language schools. This project was intended to help understand not only how language schools work today (based on the analysis of the business model), but also how the market of language schools works (based on the analysis of the market, competition and customers). The project was to identify the pillars of business sustainability in this sector and to innovate the business model, and by creating new products it was to reflect current market conditions.
Implementation
We implemented a total of eight activities that led to the achievement of six project outputs. We focused on the three activities that led to the achievement of IO1. This required analyzing the market (activity 1), the business model of language schools (activity 2) and the customers of language schools (activity 3). The market analysis was carried out using methodological sheets that allowed to characterize sub-markets, to analyze competitors in these markets and to analyze external factors. The analysis was focused on the markets of 5 EU countries. The analysis of the business model of language schools was carried out in the form of a questionnaire survey (Q1 and Q2). These three activities also had a connection to the collaboration of new products (activity 4). Activity 5 was based on brainstorming, with the help of which the limits of the current business model were identified and the features of the new business model were proposed in relation to the findings that resulted from activity 1-4. Activities 6 and 7 were implemented as pilot trainings for trainers and clients of language schools. Activity 8 led to the creation of an online Webinar, the content of which consists of partial activities of the project and its outputs.
Results
As part of this project, we had a total of six outputs. The outputs of the project are: (1) analysis of the market of language schools and analysis of the business model of language schools; (2) creation of four new products (The SMART Mindset Program); (3) Creating a guide for teachers on how to teach in the spirit of the Learn&Lead philosophy; (4) Creating a student tutorial for four new courses; (5) Creating a webinar for online interaction between trainers and students; (6) Proposal of a new business model of language schools. These outputs contain a total of 8 sub-results for IO1. These are market analysis (R1), customer analysis for all markets (R2), analysis of Slovak customers(R3), questionnaire I (R4), questionnaire II (R5), business model analysis (R6), market analysis of Poland (R7) and market analysis of Croatia (R8). Furthermore, we produced four documents on IO2 (course syllabi), one document on IO3 (guidelines for trainers), four documents on IO4, and one document on IO6 in the form of an innovative business model canvas. The partial outputs of this project consist of a total of 18 documents in the English language. An important output of the project is also a monograph on the transformation of language schools.
Partners
BIEDRIBA EUROFORTIS 🇱🇻 Latvia
ANNINMUIZAS BULVARIS 38-37
1067 RIGA
Rīga
🇱🇻 Latvia
Partner Type: Non-governmental organisation/association/social enterprise
Phone: +37127763451
Centrum Edukacyjne Feniks Sp z o.o. 🇵🇱 Poland
Alojzego Kaczmarczyka 1
31-341 Kraków
Małopolskie
🇵🇱 Poland
Partner Type: Small and medium sized enterprise
Phone: +48606941471
HARMONY ACADEMY s.r.o. 🇸🇰 Slovakia
Hlavná 7047/24
919 34 Biely Kostol
🇸🇰 Slovakia
Partner Type: Small and medium sized enterprise
Phone: +421903412551
PLUS Academia spol. s r.o. 🇸🇰 Slovakia
Staré grunty 36
84104 Bratislava
Bratislavský kraj
🇸🇰 Slovakia
Partner Type: Small and medium sized enterprise
Phone: +421252733118
Pucko otvoreno uciliste Vinkovci 🇭🇷 Croatia
Pavleka Miškine 10
32100 Vinkovci
Vukovarsko-srijemska županija
🇭🇷 Croatia
Partner Type: School/Institute/Educational centre – Adult education
Phone: +38532334540
Results
Practical & reusable resources for the practitioners:
The Learn&Lead Guidelines for Trainers (IO3)
Description
Guidelines for trainers explaining what the learn and lead platform is and how to become a trainer in this platform. This document has been translated into five languages. This is the English version
Type
Guide
Contents
Brochure of four new products/training courses in L2 and L3 (IO2)
Description
This brochure contains descriptions of the four newly created courses. These courses are part of a new platform called Smart mindset. Each of these courses is part of an effort to provide innovative language education for individuals and companies. The brochure contains the methodology, aim and content of the courses, course duration and introduction of individual trainers. The brochure is used to promote four new courses.
Type
Training programme
Contents
The Learn&Lead Guidelines for Trainers (IO3)
Description
Guidelines for trainers explaining what the learn and lead platform is and how to become a trainer in this platform. This document has been translated into five languages. This is the polish version
Type
Guide
Contents
The Learn&Lead Guidelines for Trainers (IO3)
Description
Guidelines for trainers explaining what the learn and lead platform is and how to become a trainer in this platform. This document has been translated into five languages. This is the croatian version
Type
Guide
Contents
The Learn&Lead Guidelines for Trainers (IO3)
Description
Guidelines for trainers explaining what the learn and lead platform is and how to become a trainer in this platform. This document has been translated into five languages. This is the latvian version.
Type
Guide
Contents
The Learn&Lead Guidelines for Trainers (IO3)
Description
Guidelines for trainers explaining what the learn and lead platform is and how to become a trainer in this platform. This document has been translated into five languages. This is the Slovak version
Type
Guide
Contents
New product 1 (IO2 - Resilience )
Description
A new course has a created sylabus that contains the name of the course, the trainer, the scope of the course and the basic requirements that are placed on the participants of the course. The course content is also part of the course description.
Type
Training programme
Contents
New product 2 (IO2 - SMART MANAGEREVOLUTION)
Description
A new course has a created sylabus that contains the name of the course, the trainer, the scope of the course and the basic requirements that are placed on the participants of the course. The course content is also part of the course description.
Type
Training programme
Contents
New product 3 (IO2 - EMPOWERING PEOPLE)
Description
A new course has a created sylabus that contains the name of the course, the trainer, the scope of the course and the basic requirements that are placed on the participants of the course. The course content is also part of the course description.
Type
Training programme
Contents
New product 4 (IO2 -Building excellence)
Description
A new course has a created sylabus that contains the name of the course, the trainer, the scope of the course and the basic requirements that are placed on the participants of the course. The course content is also part of the course description.
Type
Training programme
Contents
Tutorial for students (IO4) - course 1 (Resilience HR)
Description
Student tutorial for Course 1 (Resilience). Croatian version.
Type
Tutorial
Contents
Tutorial for students (IO4) - course 1 (Resilience SK)
Description
Student tutorial for Course 1 (Resilience). Slovak version.
Type
Tutorial
Contents
Tutorial for students (IO4) - course 1 (Resilience - EN)
Description
Student tutorial for Course 1 (Resilience). English version.
Type
Tutorial
Contents
Tutorial for students (IO4) - course 1 (Resilience LV)
Description
Student tutorial for Course 1 (Resilience). Latvian version.
Type
Tutorial
Contents
Tutorial for students (IO4) - course 1 (Resilience PL)
Description
Student tutorial for Course 1 (Resilience). Polish version.
Type
Tutorial
Contents
Tutorial for students (IO4) - course 2 (Smart Managerevolution HR)
Description
Student tutorial for Course 2 (Smart Managerevolution). Croatian version.
Type
Tutorial
Contents
Tutorial for students (IO4) - course 2 (Smart Managerevolution SK)
Description
Student tutorial for Course 2 (Smart Managerevolution). Slovak version.
Type
Tutorial
Contents
Tutorial for students (IO4) - course 2 (Smart Managerevolution EN)
Description
Student tutorial for Course 2 (Smart Managerevolution). English version.
Type
Tutorial
Contents
Tutorial for students (IO4) - course 2 (Smart Managerevolution LV)
Description
Student tutorial for Course 2 (Smart Managerevolution). Latvian version.
Type
Tutorial
Contents
Tutorial for students (IO4) - course 2 (Smart Managerevolution PL)
Description
Student tutorial for Course 2 (Smart Managerevolution). Polish version.
Type
Tutorial
Contents
Tutorial for students (IO4) - course 3 (Empowering people HR)
Description
Student tutorial for Course 3 (Empowering people ). Croatian version.
Type
Tutorial
Contents
Tutorial for students (IO4) - course 3 (Empowering people SK)
Description
Student tutorial for Course 3 (Empowering people ). Slovak version.
Type
Tutorial
Contents
Tutorial for students (IO4) - course 3 (Empowering people EN)
Description
Student tutorial for Course 3 (Empowering people ). English version.
Type
Tutorial
Contents
Tutorial for students (IO4) - course 3 (Empowering people LV)
Description
Student tutorial for Course 3 (Empowering people ). Latvian version.
Type
Tutorial
Contents
Tutorial for students (IO4) - course 3 (Empowering people PL)
Description
Student tutorial for Course 3 (Empowering people ). Polish version.
Type
Tutorial
Contents
Tutorial for students (IO4) - course 4 (Building excellence HR)
Description
Student tutorial for Course 4 (Building excellence). Croatian version.
Type
Tutorial
Contents
Tutorial for students (IO4) - course 4 (Building excellence SK)
Description
Student tutorial for Course 4 (Building excellence). Slovak version.
Type
Tutorial
Contents
Tutorial for students (IO4) - course 4 (Building excellence EN)
Description
Student tutorial for Course 4 (Building excellence). English version.
Type
Tutorial
Contents
Tutorial for students (IO4) - course 4 (Building excellence LV)
Description
Student tutorial for Course 4 (Building excellence). Latvian version.
Type
Tutorial
Contents
Tutorial for students (IO4) - course 4 (Building excellence PL)
Description
Student tutorial for Course 4 (Building excellence). Polish version.
Type
Tutorial
Contents
Research material bringing forward the reflection in the sector:
Monograph (IO1-IO6)
Description
This monograph's objective is to innovate language schools' business model. To achieve this goal, it was necessary to examine the current theoretical knowledge in the area of the business model of language schools, to analyse the market environment, the current business model of language schools and the requirements of language school clients. The analysis of the market environment was based on methodical sheets that allowed us to perform a competitive analysis, characterise the market and identify important external factors that influence the market environment of language schools.
Type
Research publications
Contents
Customer analysis (IO1)
Description
Analytical study is focused on customer analysis. This analysis is based on a questionnaire survey (Q2) and is part of IO1. Thanks to this analysis, it was possible to profile language school clients in an attempt to understand their preferences, needs and expectations.
Type
Studies
Contents
Study of market (IO1)
Description
This is an analysis of the market environment of language education in five EU countries (Czechia, Slovakia, Poland, Croatia, Latvia). Individual analyzes are based on methodological sheets. The analysis is focused on the market, competition, key competencies and external factors.
Type
Studies
Contents
Business model analysis (IO1) - English version
Description
Analysis of the business model of language schools, which is based on the questionnaire survey Q1 and Q2. The aforementioned analysis contains findings that reflect the profile of language school clients and the value map of language schools.
Type
Studies
Contents
Business model analysis (IO1) - Slovak version
Description
Analysis of the business model of language schools, which is based on the questionnaire survey Q1 and Q2. The aforementioned analysis contains findings that reflect the profile of language school clients and the value map of language schools.
Type
Studies
Contents
Business model analysis (IO1) - Croatian version
Description
Analysis of the business model of language schools, which is based on the questionnaire survey Q1 and Q2. The aforementioned analysis contains findings that reflect the profile of language school clients and the value map of language schools.
Type
Studies
Contents
Business model analysis (IO1) - Latvian version
Description
Analysis of the business model of language schools, which is based on the questionnaire survey Q1 and Q2. The aforementioned analysis contains findings that reflect the profile of language school clients and the value map of language schools.
Type
Studies
Contents
Business model analysis (IO1) - Polish version
Description
Analysis of the business model of language schools, which is based on the questionnaire survey Q1 and Q2. The aforementioned analysis contains findings that reflect the profile of language school clients and the value map of language schools.
Type
Studies
Contents
Market analysis (IO1) - English version
Description
A study based on an analysis of the language education market in the Czech Republic and Slovakia. This study deals with the analysis of competition, market specifics and external factors. It has been translated into two languages. This is english version
Type
Studies
Contents
Market analysis (IO1) - Slovak version
Description
A study based on an analysis of the language education market in the Czech Republic and Slovakia. This study deals with the analysis of competition, market specifics and external factors. It has been translated into two languages. This is slovak version
Type
Studies
Contents
Market analysis of Poland (IO1) EN
Description
Market analysis that describes the specifics of language education in Poland. The analysis is focused on the market, competition and external factors. English version.
Type
Studies
Contents
Market analysis of Poland (IO1) PL
Description
Market analysis that describes the specifics of language education in Poland. The analysis is focused on the market, competition and external factors. It has been translated also into polish language.
Type
Studies
Contents
Market analysis of Croatia (IO1) EN
Description
Market analysis that describes the specifics of language education in Croatia. The analysis is focused on the market, competition and external factors. This is english version.
Type
Studies
Contents
Market analysis of Croatia (IO1) HR
Description
Market analysis that describes the specifics of language education in Croatia. The analysis is focused on the market, competition and external factors. This is croatian version.
Type
Studies
Contents
Customer analysis of Slovakia (IO1) EN
Description
The aim of this research was to analyze the needs and expectations of customers in Slovakia. A questionnaire survey was used for the analysis. The data was processed by descriptive statistics. This research was intended to reveal the specifics of the Slovak market from the point of view of consumers of language education services. This analysis has been translated into two languages. This is english version.
Type
Studies
Contents
Customer analysis of Slovakia (IO1) SK
Description
The aim of this research was to analyze the needs and expectations of customers in Slovakia. A questionnaire survey was used for the analysis. The data was processed by descriptive statistics. This research was intended to reveal the specifics of the Slovak market from the point of view of consumers of language education services. This analysis has been translated into two languages. This is slovak version.
Type
Studies
Contents
Business model innovation of language schools (IO6) EN
Description
The concept of the innovative business model of language schools, which is illustrated using the BM Canvas tool. The individual building blocks of the business model of the language school are listed, including the value proposition and economics of the model.The concept of BMI language schools is an output of IO6. The canvas of the innovative business model was translated into five languages. This is engish version.
Type
Studies
Contents
Business model innovation of language schools (IO6) SK
Description
The concept of the innovative business model of language schools, which is illustrated using the BM Canvas tool. The individual building blocks of the business model of the language school are listed, including the value proposition and economics of the model.The concept of BMI language schools is an output of IO6. The canvas of the innovative business model was translated into five languages. This is slovak version.
Type
Studies
Contents
Business model innovation of language schools (IO6) HR
Description
The concept of the innovative business model of language schools, which is illustrated using the BM Canvas tool. The individual building blocks of the business model of the language school are listed, including the value proposition and economics of the model.The concept of BMI language schools is an output of IO6. The canvas of the innovative business model was translated into five languages. This is croatian version.
Type
Studies
Contents
Business model innovation of language schools (IO6) LV
Description
The concept of the innovative business model of language schools, which is illustrated using the BM Canvas tool. The individual building blocks of the business model of the language school are listed, including the value proposition and economics of the model.The concept of BMI language schools is an output of IO6. The canvas of the innovative business model was translated into five languages. This is latvian version.
Type
Studies
Contents
Business model innovation of language schools (IO6) PL
Description
The concept of the innovative business model of language schools, which is illustrated using the BM Canvas tool. The individual building blocks of the business model of the language school are listed, including the value proposition and economics of the model.The concept of BMI language schools is an output of IO6. The canvas of the innovative business model was translated into five languages. This is polish version.
Type
Studies
Contents
Community building tools:
Learn & Lead Webinar Online (IO5)
Description
An online webinar that contains information on the details of the project, newly created courses, intellectual outputs of the project and the conference.
Webinar link:
Type
Online platform
Dissemination material:
Dissemination Plan (HA)
Description
The D&E Plan considered, using different means of communication, which guaranteed all project results and activities correctly reached the identified target groups during and after the execution of the project.
Examples of the dissemination activities you can find in enclosed documents from each partner – see word documents Dissemination Monitoring table (HA)
Type
Presentation, Recap video
Contents
Dissemination Plan (UTB)
Description
We used existing contacts and networks to spread information about the project in all the partners´ networks possibilities and through all the international partners involved in the project. All project partners are the members of various professional networks which were the crucial for the wide spread of the project information. The D&E Plan considered, using different means of communication, which guaranteed all project results and activities correctly reached the identified target groups during and after the execution of the project. Examples of the dissemination activities you can find in enclosed documents from each partner – see word documents Dissemination Monitoring table (UTB)
Type
Presentation, Recap video
Contents
Disemination plan (POUV)
Description
We used existing contacts and networks to spread information about the project in all the partners´ networks possibilities and through all the international partners involved in the project. All project partners are the members of various professional networks which were the crucial for the wide spread of the project information. The D&E Plan considered, using different means of communication, which guaranteed all project results and activities correctly reached the identified target groups during and after the execution of the project. Examples of the dissemination activities you can find in enclosed documents from each partner – see word documents Dissemination Monitoring table (POUV)
Type
Presentation, Recap video
Contents
Disemination plan (BE)
Description
We used existing contacts and networks to spread information about the project in all the partners´ networks possibilities and through all the international partners involved in the project. All project partners are the members of various professional networks which were the crucial for the wide spread of the project information. The D&E Plan considered, using different means of communication, which guaranteed all project results and activities correctly reached the identified target groups during and after the execution of the project. Examples of the dissemination activities you can find in enclosed documents from each partner – see word documents Dissemination Monitoring table (BE)
Type
Presentation, Recap video
Contents
Disemination plan (CEF)
Description
We used existing contacts and networks to spread information about the project in all the partners´ networks possibilities and through all the international partners involved in the project. All project partners are the members of various professional networks which were the crucial for the wide spread of the project information. The D&E Plan considered, using different means of communication, which guaranteed all project results and activities correctly reached the identified target groups during and after the execution of the project. Examples of the dissemination activities you can find in enclosed documents from each partner – see word documents Dissemination Monitoring table (CEF)
Type
Presentation, Recap video
Contents
Disemination plan (PA)
Description
We used existing contacts and networks to spread information about the project in all the partners´ networks possibilities and through all the international partners involved in the project. All project partners are the members of various professional networks which were the crucial for the wide spread of the project information. The D&E Plan considered, using different means of communication, which guaranteed all project results and activities correctly reached the identified target groups during and after the execution of the project. Examples of the dissemination activities you can find in enclosed documents from each partner – see word documents Dissemination Monitoring table (PA)
Type
Presentation, Recap video
Contents
Others:
Questionnaires (IO1)
Description
Questionnaire Q1 was focused on analyzing the business model of language schools. The data from the questionnaires made it possible to analyze the current market of language schools with regard to the value proposition.
Type
Other: Research tool - questionnaire survey
Contents
Questionnaires (IO2)
Description
Questionnaires (Q2) was used for customer profiling. Questionnaire Q2 was aimed at analyzing the preferences of customers of language schools. The data from the questionnaires made it possible to analyze needs of language school clients.
Type
Other: Research tool - questionnaire survey
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