NTUC Learning hub
Sales Partnership Brief & Analysis
Jeannette Knoblochova
6 December 2019
Jeannette Knoblochova
6 December 2019
Partnership Brief
About Partnership
Our NTUC LH classes are available to employees from 2 organisations - UOB, DBS
UOB
- 3-course basic menu cooking, 8 menus on rotation
- Price pp $108+ (10% service charge waived)
- Last event was this June 2019 - reason for stop unknown
DBS
- 2-course basic menu cooking (main+dessert), 8 menus on rotation
- Price pp $80+ (10% service charge waived)
- No. of events with DBS has steadily increased - makes up 82% of all events in 2019
UOB
- 3-course basic menu cooking, 8 menus on rotation
- Price pp $108+ (10% service charge waived)
- Last event was this June 2019 - reason for stop unknown
DBS
- 2-course basic menu cooking (main+dessert), 8 menus on rotation
- Price pp $80+ (10% service charge waived)
- No. of events with DBS has steadily increased - makes up 82% of all events in 2019
Event Confirmation Process
The standard is that only classes with >10pax sign-ups are confirmed. Cut-off date for sign-ups from client's side is 2 weeks before actual event date.
• If class is confirmed with <10pax - NTUC LH pays flat rate for 10pax.
• If class is confirmed with >10pax - NTUC LH pays agreed price per person.
• If class is confirmed with <10pax - NTUC LH pays flat rate for 10pax.
• If class is confirmed with >10pax - NTUC LH pays agreed price per person.
Payment Process
Complicated, with payment lead time between 1-2 months.
NTUC LH pays balance in bulk, usually for past 2-7 events.
Payment schedule & invoicing reference here
NTUC LH pays balance in bulk, usually for past 2-7 events.
Payment schedule & invoicing reference here
.
Main Goals for Meeting
Understand how CulinaryOn can fit in to NTUC LH's key training areas
The large scope of training that NTUC LH offers makes it very attractive for us to explore how we can tap on this existing database and what kind of programs to create together (see key areas of work here)
E.g. painting classes could have the potential to double the number of events from NTUC LH - how does such training format fit in with their objectives?
E.g. painting classes could have the potential to double the number of events from NTUC LH - how does such training format fit in with their objectives?
Extend program offers to other partners & clients under NTUC LH
NTUC LH works with an enormous database of clients and partners (see list of clients here)
• How do we increase the reach of our programs to their other clients?
• How do we increase the reach of our programs to their other clients?
Understand how classes are marketed & how we can work together
• What is the process of offering courses to employees?
• How many credits are employees awarded, how often?
• Can we provide marketing materials or visuals to increase appeal?
NTUC LH to include us in their marketing materials, e.g. partnership page on website and others.
• How many credits are employees awarded, how often?
• Can we provide marketing materials or visuals to increase appeal?
NTUC LH to include us in their marketing materials, e.g. partnership page on website and others.
Relationship building & active management going forward
For the last year at least, NTUC LH has been on auto mode without active strategic management.
Priority should be to build a personal connection with NTUC LH representatives and become an active stakeholder in their considerations.
Priority should be to build a personal connection with NTUC LH representatives and become an active stakeholder in their considerations.
Optimise current event management according to analysis
• Class confirmation: increase requirement from 10pax to 15pax
• Calendar planning: optimise according to our seasonality
• Class menu offers: optimise according to bestsellers to maximise sign-up rate
• Calendar planning: optimise according to our seasonality
• Class menu offers: optimise according to bestsellers to maximise sign-up rate
PERFORMANCE
1
Revenue Contribution
NTUC LH historically accounts for 5% of yearly revenue.
• 2017: $103,625
• 2018: $120,315
• 2019: $108,461
The focus should be to continue building this alternative revenue stream & to use it as balance for off-peak/low-incoming request seasons.
• 2017: $103,625
• 2018: $120,315
• 2019: $108,461
The focus should be to continue building this alternative revenue stream & to use it as balance for off-peak/low-incoming request seasons.
2
Avg Check / RE
Avg Check / RE has been steadily decreasing since 2017 mainly due to 2 factors:
• Decreasing saturation per room
• Decreasing ratio of UOB ($108+ pp) to DBS ($80+ pp) classes
Analysis of both these metrics can be found further below.
Discounting has remained consistent at 10% (except for 2016), and is therefore not a factor to consider.
• Decreasing saturation per room
• Decreasing ratio of UOB ($108+ pp) to DBS ($80+ pp) classes
Analysis of both these metrics can be found further below.
Discounting has remained consistent at 10% (except for 2016), and is therefore not a factor to consider.
3
Avg Check / Person
Avg Check / Person has been decreasing since 2017.
The decrease is mainly due to decreasing no. of UOB events:
• 2017: 45 (75% of all NTUC LH events)
• 2018: 25 (27%)
• 2019: 16 (17%)
Avg Check / Person of ±$80 nett is very low even considering that classes are only a 2-course cooking experience. There is probably very low potential to up-sell, therefore focus should be to 1) Optimise event saturation, and/or 2) Increase price per person
The decrease is mainly due to decreasing no. of UOB events:
• 2017: 45 (75% of all NTUC LH events)
• 2018: 25 (27%)
• 2019: 16 (17%)
Avg Check / Person of ±$80 nett is very low even considering that classes are only a 2-course cooking experience. There is probably very low potential to up-sell, therefore focus should be to 1) Optimise event saturation, and/or 2) Increase price per person
saturation
1
Avg Pax / RE
No. of Pax / RE has been decreasing since 2017.
2016: Not representative as we only had 4 large multi-studio events to kick-off the partnership.
2017: Standard good saturation at 23 pax.
No. of Planned Events: 60
Confirmed: 35 (58%)
Cancelled: 25 (42%)
2018: No. of planned events increased by 53% - could be one of the factors why sign-ups were not as concentrated in specific events. However, cancellation rate improved - thus the more likely reason is that our class confirmation policy became more accommodative.
No. of Planned Events: 92
Confirmed: 59 (64%)
Cancelled: 33 (36%)
2019: Number of planned events remained same, but a larger % were confirmed. It's possible that our event cancellation policy became more lenient, causing the decrease.
No. of Planned Events: 95
Confirmed: 75 (79%)
Cancelled: 14 (15%)
Preliminary: 6 (6%)
2016: Not representative as we only had 4 large multi-studio events to kick-off the partnership.
2017: Standard good saturation at 23 pax.
No. of Planned Events: 60
Confirmed: 35 (58%)
Cancelled: 25 (42%)
2018: No. of planned events increased by 53% - could be one of the factors why sign-ups were not as concentrated in specific events. However, cancellation rate improved - thus the more likely reason is that our class confirmation policy became more accommodative.
No. of Planned Events: 92
Confirmed: 59 (64%)
Cancelled: 33 (36%)
2019: Number of planned events remained same, but a larger % were confirmed. It's possible that our event cancellation policy became more lenient, causing the decrease.
No. of Planned Events: 95
Confirmed: 75 (79%)
Cancelled: 14 (15%)
Preliminary: 6 (6%)
2
Saturation by Client
UOB accounted for 70% events in 2017 -> now it's 17% in 2019
UOB
• 2017: 45 events (75%)
• 2018: 25 (27%)
• 2019: 16 (17%)
DBS
• 2017: 11 events (18%)
• 2018: 64 (70%)
• 2019: 78 (82%)
8 events in the 3-year period are marked as unspecified in the system, and make up the missing percentage.
The focus should be to 1) acquire back UOB classes with a regular calendar, and 2) explore how to expand our offer to other NTUC LH partners.
UOB
• 2017: 45 events (75%)
• 2018: 25 (27%)
• 2019: 16 (17%)
DBS
• 2017: 11 events (18%)
• 2018: 64 (70%)
• 2019: 78 (82%)
8 events in the 3-year period are marked as unspecified in the system, and make up the missing percentage.
The focus should be to 1) acquire back UOB classes with a regular calendar, and 2) explore how to expand our offer to other NTUC LH partners.
3
Saturation by Menu
Leaders in bestselling menus are Japanese, Singaporean, Thai, and other Asian-themed cuisines - a clear indication of consumer preferences towards local cooking.
Class offers should be optimised according to these bestsellers to maximise sign-ups.
Current UOB available menus can be viewed here
Current DBS available menus can be viewed here
This breakdown will also be helpful for reference for relaunch of B2C OMC classes in 2020.
Class offers should be optimised according to these bestsellers to maximise sign-ups.
Current UOB available menus can be viewed here
Current DBS available menus can be viewed here
This breakdown will also be helpful for reference for relaunch of B2C OMC classes in 2020.
cancellationS
1
Cancellation Rate
Conversion of planned into confirmed events has steadily improved.
• 2017: 42% cancellation rate
• 2018: 36%
• 2019: 12%
It's not possible to back track the exact reasons for cancellations per event - it can depend on which RM managed the events, different minimum sign-up requirement, etc.
• 2017: 42% cancellation rate
• 2018: 36%
• 2019: 12%
It's not possible to back track the exact reasons for cancellations per event - it can depend on which RM managed the events, different minimum sign-up requirement, etc.
2
Calendar Scheduling
Scheduling has been historically very irregular without strategic planning. Many events were planned for Q4 peak season, and consequently cancelled due to priority to higher check client events.
Chart outlines the cancellation rates 2017-2019 on a monthly basis. Jan + peak period Nov, Dec seem to be a clear choice to avoid scheduling.
Optimal event calendar:
• Feb/after CNY - end October
• No January, no peak period
Chart outlines the cancellation rates 2017-2019 on a monthly basis. Jan + peak period Nov, Dec seem to be a clear choice to avoid scheduling.
Optimal event calendar:
• Feb/after CNY - end October
• No January, no peak period
