BUSINESS

ANALYSIS
G R O U P P R O P O S A L

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ABOUT COMPANY
Guide utilizes AI technology to
streamline and personalize the
university exploration process
for students. It matches them
with institutions and
accommodations that align
with their preferences, budget,
and academic goals.
Additionally, Guide aids agents
in optimizing their recruitment
endeavors.

Guide AE, 2024; Guide AE Brief

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BUSINESS SIZE

Small range of universities

Only 3 accommodation

No reviews

Very low social media engagement

“The rising interest of students in education abroad is a significant challenge hindering market growth”.(Technavio, 2023)

Purpose-built student accommodation

Occupancy for the 2022/23 academic year is at record levels, and the same is expected for
2023/24. This will create a highly competitive environment and translate into strong rental
growth across the sector. This should also give investors comfort that net income growth
can be sustained throughout a tumultuous period.

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DIGITAL

Google Reviews 0

Instagram 223 followers, max 20 likes/post

Facebook 19 followers

LinkedIn 28 followers, only 2 posts

TikTok X

Guide AE Google Reviews and Social Media accounts

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COMPETITORS

IDP Education
Broader Reach
Global Education Extensive Network
Personalized Approrach
Unifinder

Unisearch

Guide AE Brief

It is great opportunity to employ AI as the strenght over its competitors. However, it

seems that Guide AE over-rely on the artificial inteligence and looses over its competitors
on other also important aspects such as broadening their reach and its network with new
universities, accommodation sites or associations that helps students with university
applications

Guide AE operates within a competitive landscape featuring companies with distinct

strengths and weaknesses. By recognizing the strengths of each competitor, Guide AE can
identify areas for improvement and innovation in its service offerings. With a focus on
personalized guidance, a robust online presence, and a commitment to simplifying the
university search process, Guide AE can continue to carve its niche in the education
consulting industry.

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GOALS

Business Marketing Sales

Guide AE Brief

Their strategic goals encompass various facets of our business, sales, and marketing
objectives. Business-wise, they prioritize expanding their platform's reach by onboarding
more universities and accommodation providers worldwide. Concurrently, we strive to
continually enhance user experience, making our platform more user-friendly, efficient,
and effective. Revenue growth remains pivotal, and we plan to achieve this through
diversified streams including commissions, partnerships, and strategic collaborations.

On the marketing front, our objectives are aligned with enhancing brand awareness and
visibility within the education consultancy sector, as well as among students and parents.
They aim to generate leads and inquiries from students interested in pursuing higher
education, utilizing various marketing channels and strategies. Content marketing plays a
vital role in our approach, as they focus on developing and distributing valuable and
informative content to engage and inform target audience.

In terms of sales they aim to engage and incentize agents effectively, encouraging them to
become valuable recruitment partners and drive student applications through Guide
platform. Strengthening partnerships with universities and institutions is paramount to
them, as they endeavor to provide a seamless application process for students worldwide.
Additionally, expanding into new markets, particularly in the United Arab Emirates and
neighboring regions, represents a strategic priority for our sales initiatives.

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VISION

Partnerships

Solo Agents

Leading Player

Guide AE Brief

Their vision of success involves forging partnerships with thousands of universities, while
also attracting a substantial number of solo agents, students, and parents to their
platform for college applications. They aim to achieve this within a reasonable time frame
to establish Guide as a leading player in the education consultancy sector, setting new
standards for efficiency, accessibility, and success in student recruitment.

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 ZIYANA

CHALLENGES IN
DIGITAL LANDSCAPE
Low engagement

Low visibility

Outdated website with lack of information

Hard-to-search website

Sawlani and Susilo, 2020; Guide AE Brief

CHALLENGES IN DIGITAL LANDSCAPE

LOW ENGAGEMENT
Guide’s social media platform may suffer from low engagement, indicating a disconnect
with the target audience. They have twitter following of 3 and instagram following of 223.
This could be due to uninteresting content, inconsistent posting or failure to respond to
comments and messages promptly.

LOW VISIBILITY
There is limited visual engagement.Social media platforms thrive on visual content such as
photos and videos. Guide’s social media channels lack visually appealing content
showcasing their accommodations or student experiences.Posting reviews of their clients
with videos could attract more customers which is necessary to build a foundation of
trust among clients.Building a social media community around a brand is crucial for long
term success on social media which can be achieved only through consistency.

OUTDATED WEBSITE WITH LACK OF SUCCESS

The website does not show a detailed information about accommodation and university
programs.An in depth information regarding course details, distances from the university
to the places of accommodations, travel options, internship or placement scope could
make it a convenient experience for their audience. They could also put on a review
segment in their website where the students and parents can review their experience with
guide which could also help other clients to have a better and informed experience.

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HARD TO SEARCH WEBSITE
Social media targeting may not be precise and they may be reaching the wrong audience
or failing to reach potential customers altogether.They could focus on user-generated
content on social media websites which could help them in spreading the word about
their brand.User generated content such as testimonials or photos from satisfied
customers can be a powerful tool for building credibility and trust.Neglecting this may
lead them to miss out on valuable opportunities to strengthen their brand image and
create awareness about their business.Consistency in branding is essential for
establishing recognition. There is also a lack of integration with other platforms.This could
lead them to miss out on opportunities to expand their reach and engage with students by
failing to integrate their social media presence with other platforms or marketing
channels effectively.

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WEAKNESSES

Limited Scope: The website seems to

focus only on Dubai
Lack of Detailed Information: The
summary of the article suggests a
general overview of universities and
housing
Unclear Value Proposition
STRENGTHS
OPPORTUNITIES

SWOT
Targeted Niche: Focuses on a
specific audience Expand Geographically
Local Focus: Provides information Partner with Universities and
specific to Dubai Housing Providers

ANALYSIS
User-friendly platform: A website Multilingual Support
with a potentially user-friendly Offer Additional Services
interface can make it easy for
students to navigate and find
relevant information.

THREATS

Competition: There are likely other

websites and resources that cater to
students seeking universities and
housing in Dubai.
Outdated Information: The information
on the website needs to be updates
regularly
Changes in regulations

Denecke et al., 2023

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PESTEL ANALYSIS

Political

Government policies on education and international student recruitment.

Stability of the political environment in the UAE.
Visa regulations and policies affecting the entry of international students.
Government initiatives to promote education and cultural exchange.

Economic

Economic conditions in the UAE affect the ability of students to pursue education abroad.
Exchange rates impact tuition fees and living expenses for international students.
Employment opportunities for international students post-graduation.
Availability of scholarships and financial aid.

Buye, 2021; Times Higher Education

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PESTEL ANALYSIS

Sociological

Cultural attitudes towards international education in the UAE.

Demographic trends and preferences among students.
Social integration and support services for international students.
Language considerations and proficiency requirements.

Technological

Integration of technology in education and the availability of online learning resources.

Technological infrastructure supporting education services.
Accessibility of digital platforms for communication and student support.
Innovation in education technology in the UAE.

Buye, 2021; Jawad et al., 2023

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PESTEL ANALYSIS

Environmental

Environmental sustainability practices within the education sector are widely

spread and keep growing
Potential impacts of climate and environmental conditions on education
infrastructure.
Green initiatives within educational institutions.

Legal

Compliance with local regulations and laws related to education and

international students.
Accreditation requirements for educational programs.
Legal considerations in student recruitment and marketing.
Intellectual property and copyright laws related to educational materials.

Buye, 2021

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PORTERS FIVE MODEL

Entering the online search and recommendation market is relatively easy, requiring minimal upfront
Threat of new
investment compared to other industries. However, building trust and brand awareness, especially
entrant - within the education sector, can be challenging for new entrants. Existing players may pose a
Moderate competitive threat in specific segments.

Traditional methods like offline research, visiting university campuses, or directly contacting real estate
Threat of agents still exist for finding universities and apartments. Emerging technologies like virtual tours and AI-
Substitutes – powered recommendation engines could offer alternative solutions in the future. Guide needs to stay
Moderate to High updated with technological advancements and offer differentiated services to remain competitive.

Guide likely relies on various data sources like university rankings, apartment listings, and attraction
Bargaining power
reviews. The number of data providers for each category might be moderate, offering some bargaining
of Suppliers - power for suppliers with unique or valuable data. However, Guide can switch to alternative data sources or
Moderate develop internal data collection methods to mitigate supplier power.

Users have various alternatives for finding universities, apartments, and attractions, including
Bargaining power individual university websites, real estate agencies, and travel platforms. With increasing competition
of Buyers - in the online search space, users become more price-sensitive and may switch platforms easily if they
Moderate to High find better deals elsewhere. Guide needs to offer unique value propositions like personalized
recommendations, user reviews, or exclusive deals to retain its user base.

The online search and recommendation market in the UAE is likely crowded with various players offering
Competitive similar services, both local and international. Established players might have a competitive advantage in
Rivalry - High brand recognition and user base. Guide needs to focus on specific user segments, unique features, or
strategic partnerships to differentiate itself from competitors.

Bruijl, 2017

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BCG MATRIX Student's

Larger portfolio
applications
of universities &
create
accommodation
revenue & AI

Necessary to improve
market reach first.

N/A due to its

Student's
limited portfolio
applications
of services and
low market share

Madsen, 2017

Question Marks: service for helping students find accommodation and apply to
universities in the UAE fits into this category. It has high growth potential due to the
demand for easier university applications and accommodation services, but your market
reach is currently limited.
Stars: The service provided- applications that create revenue is paid by university to the
agents & companies responsible for students intake.

Cash Cows: Very hard to say, because of its low market share but the Uapplications are
most likely to be the cash cow as it is the core of the company.

Dogs: These are first to

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VRIO FRAMEWORK
VRIO Factor Description Competitive Advantage Competitive Disadvantage

Provides information for students

Valuable seeking universities and housing in Potentially Yes Limited Scope
Dubai.

Potentially not unique (similar core

Rare No Not inherently rare
functionalities might exist elsewhere)

Inimitable Inimitability seems unlikely No Not inherently inimitable

Capabilities to:
Maintain updated information
Organization Expand geographically
Partner with universities and
housing provider.
Depends on:
Depends on:
Building a superior platform
Lack of resources or experties
Reaching target customers

Lin et al., 2012

Question Marks: service for helping students find accommodation and apply to
universities in the UAE fits into this category. It has high growth potential due to the
demand for easier university applications and accommodation services, but your market
reach is currently limited.
Stars: The service provided- applications that create revenue is paid by university to the
agents & companies responsible for students intake.

Cash Cows: Very hard to say, because of its low market share but the applications are
most likely to be the cash cow as it is the core of the company.

Dogs: These are first to

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THE 3C MODEL
The 3Cs, or strategic triangle, are the customers, competitors, and company; they are the focus of analysis. The key
success factor (KSF) can be identified, and a workable marketing plan can be developed by examining these three
components. (WACA, 2020)

Customers (Students, Parents, Tourists):

1) Needs:
a. An easy-to-use platform to find relevant universities, apartments, and attractions
in the UAE.
b. Comprehensive and accurate information to make informed decisions.
c. Personalized recommendations and user reviews to enhance search experience.
2) Wants:
a. Advanced search filters and comparison tools.
b. Virtual tours or immersive experiences for universities and attractions.
c. Seamless booking and application processes.

Company:
1. Strengths:
a. User-friendly platform
b. Focus on providing accurate and reliable information
c. Potential for growth through various monetization options
2. Weaknesses:
a. Limited brand awareness compared to established players
b. Reliance on data partnerships which may limit control over content
c. May lack unique features compared to competitors
(e.g., 360-degree virtual tour)

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THE 3C MODEL
Competitors:
1. Direct competitors: Other online platforms offering similar search and discovery services for universities,
apartments, and attractions in the UAE.
2. Indirect competitors: University websites, real estate agency websites, individual tourism websites, and travel
booking platforms.
3. Competitive landscape: The online search and recommendation market in the UAE is likely moderately
competitive, with several established players and potential for new entrants.

Conclusion:
Overall, the 3C model analysis suggests that Guide operates in a competitive environment with
potential for growth. By identifying their strengths, understanding customer needs, and analyzing
the competitive landscape

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 LYLIA
Analysis Through Blue Ocean vs. Red Ocean Strategy
Blue Ocean Strategy for Guide
Creating Uncontested Market Space: "Guide" can
differentiate itself by integrating AI-driven
personalization beyond academic matching to include
cultural fit, lifestyle preferences, and career
aspirations. This creates a new dimension in the
search and recommendation space.
Making the Competition Irrelevant: By offering
comprehensive services that blend education,
accommodation, and lifestyle exploration in a single
platform, "Guide" can position itself beyond the
traditional boundaries of its competitors.
Focus on Noncustomers: Targeting not just students
and parents, but also tourists interested in educational
tourism or long-term stays, could tap into an
underserved market segment.
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Red Ocean Strategy for Guide
Competing in Existing Market Space: "Guide" could
focus on outperforming competitors by offering more
accurate, extensive, and up-to-date information,
coupled with superior user experience.
Beat the Competition: Implementing features like VR
tours or AI-based match predictions that outperform
those of direct and indirect competitors can attract
users from existing platforms.
Exploit Existing Demand: Capitalizing on the high
demand for educational and relocation services in the
UAE, "Guide" can aggressively market its unique selling
propositions (USPs) to capture market share from
competitors.
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Analysis Through Blue Ocean vs. Red Ocean Strategy

Strategic Recommendations

Blue Ocean Strategy: "Guide" should innovate by expanding its service offerings to include
features that address unmet needs in the market, such as integrating job market insights with
academic recommendations or offering language and cultural preparation resources for
international students.

Red Ocean Strategy: "Guide" should focus on tactical moves like search engine optimization (SEO),
strategic partnerships with educational institutions and real estate agencies, and targeted
marketing campaigns to increase visibility and brand recognition.

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Digital Marketing Strategy for Guide AE

By analyzing the Guide ecosystem via various frameworks we have

identified various pain points and developed a digital marketing
strategy that helps Guide reach their goals

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INSTAGRAM

CURRENT STATUS:
By analyzing the Instagram of Guide, it's pretty clear that their
posts are not generating a lot of engagement because of
inconsistency in posting and page being inactive.

STRATEGY OBJECTIVE:

Increase brand awareness

User Acquisition
Platform engagement

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INSTAGRAM

TARGET AUDIENCE
Demographics:
Age: 18-25 (Students)
Age: 40-55 (Parents of Students)
Interests: Education (Students, Parents)

STRATEGIES
Content Marketing
Community Building
Influencer Marketing

Primasiwi et al., 2021

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INSTAGRAM

COMMUNITY BUILDING:
CONTENT MARKETING:
Host interactive Q&A sessions with university
Develop high-quality and engaging content showcasing
representatives or student representatives from different
the benefits of using Guide (e.g., infographics, user
backgrounds.
testimonials, short explainer videos).
Encourage user-generated content by running contests
Highlight unique and affordable apartments close to
and giveaways
universities and must-see attractions around them.
Respond promptly to comments and messages, fostering
Post consistently (3-5 times per week) with a mix of
a sense of community and customer support.
content formats

INFLUENCER MARKETING:
Partner with relevant micro-influencers who resonate with
your target audience.
Consider collaborating with student influencers at UAE
universities, travel bloggers, or lifestyle influencers.

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INSTAGRAM

TOOLS:
Instagram Business Profile (analytics)
Canva (content creation)
Later (scheduling)
Hootsuite (analytics)

KEY PERFORMING INDICATORS:

Reach
Engagement: Likes, comments, shares, saves.
Brand Mentions: Number of times Guide is
mentioned organically by users on Instagram.

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FACEBOOK

Community Building:

Facebook Groups
Content Targeting
Language
Area
Age

Callaghan and Fribbance, 2016

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 LINKED IN Promoting Events and Webinars

Guide uses LinkedIn to promote virtual

Content Marketing
share valuable content on LinkedIn to educate
and inform their audience about various
aspects of the university selection process
events, webinars, and workshops
aimed at helping students navigate
the university selection process,
understand study abroad
opportunities, and find suitable
student accommodation.

create content in different formats such as

articles, infographics, videos, and webinars to
cater to the diverse preferences of their
audience

success stories and testimonials from students

who have successfully used the Guide platform
to find their dream universities or
accommodations

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EMAILING & EVENTS

Potier, 2022; Nobile and Cantoni, 2023

EMAILING
Targeted Reach: Directly engage with individuals interested in your services.
Personalization: Tailor messages to address specific needs, boosting engagement.
Cost-Effectiveness: Reach a wide audience with minimal costs.
Brand Awareness: Events and emails showcase expertise, fostering trust.
Relationship Building: Nurture long-term connections with valuable resources and
updates.
Measurable Results: Track campaign performance to optimize strategies.

EVENTS
Networking: Connect with industry professionals and potential customers.
Brand Exposure: Increase visibility and stand out from competitors.
Direct Engagement: Interact face-to-face, building trust and credibility.
Market Insights: Stay informed about trends and customer preferences.
Lead Generation: Capture leads and nurture them towards conversion.
Brand Authority: Position as a thought leader, enhancing credibility.

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SEO

No website traffic from targeted countries

Very low overall traffic

Semrush analysis

Unfortunately, the search engine optimalization is very limited for the Guide AE website,
even though different tools were exploited.

It is evident, that the traffic is almost non-existent and countries targeted are not present
in the results.

At this stage of starting this business and bringing new customers, in this case, students, it
is necessary to explore the search engine optimisation of competitors and partners, in this
case, universities to create and optimise the most used key words that target relevant
audience.

To improve visibility of the website, increased budget on advertising is recommended.

Futhermore, analysis of website performace is further required to optimise what works the
best and what needs adjustments.

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 REFERENCES
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Bruijl, D.G.H.T., 2018. The relevance of Porter's five forces in today's innovative and changing business environment. Available at SSRN 3192207.

Buye, R., 2021. Critical examination of the PESTEL Analysis Model. Project: Action Research for Development.

Callaghan, G. and Fribbance, I., 2016. The use of Facebook to build a community for distance learning students: a case study from the Open University. Open Learning: The Journal of Open, Distance and e-Learning, 31(3),
pp.260-272.

Denecke, K., Glauser, R. and Reichenpfader, D., 2023. Assessing the Potential and Risks of AI-Based Tools in Higher Education: Results from an eSurvey and SWOT Analysis. Trends in Higher Education, 2(4), pp.667-688.

Fishkin, R., & Høgenhaven, T. (2013). The Art of SEO: Mastering Search Engine Optimization. O'Reilly Media, Inc.

Guide AE (2024). Guide - Free Apply to Universities and Accommodation in Dubai. Available at: https://www.guide-ae.com/.

Jawad, S., Uhlig, R.P., Dey, P.P., Amin, M.N. and Sinha, B., 2023, June. Using Artificial Intelligence in Academia to Help Students Choose Their Engineering Program. In 2023 ASEE Annual Conference & Exposition.

Kim, W. C., & Mauborgne, R. (2004). Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant. Harvard Business Review Press.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education, Inc.

Lin, C., Tsai, H.L., Wu, Y.J. and Kiang, M., 2012. A fuzzy quantitative VRIO‐based framework for evaluating organizational activities. Management Decision, 50(8), pp.1396-1411.

Nobile, T.H. and Cantoni, L., 2023. Personalisation (In) effectiveness in email marketing. Digital Business, 3(2), p.100058.

Potier, V., 2022. " Not working... networking!" Scripting and shaping conviviality in trade events. In Trade Shows in the 21st Century (pp. 139-155). Edward Elgar Publishing.

Primasiwi, C., Irawan, M.I. and Ambarwati, R., 2021, May. Key Performance Indicators for Influencer Marketing on Instagram. In 2nd International Conference on Business and Management of Technology (iconbmt 2020)
(pp. 154-163). Atlantis Press.

Madsen, D.O., 2017. Not dead yet: the rise, fall and persistence of the BCG Matrix. Problems and Perspectives in Management, 15(1), pp.19-34.

Sawlani, D.K. and Susilo, D., 2020. How digital marketing helps higher education institution branding. Int J Multidis Edu Res, 5(3), pp.45-55.

Technavio (2023). Market Research Reports - Industry Analysis Size & Trends - Technavio. Available at: https://www.technavio.com/report/education-market-in-uae-industry-analysis
Times Higher Education (2023) Is the Gulf the new heart of academia in the Middle East?, Times Higher Education (THE). Available at: https://www.timeshighereducation.com/world-university-rankings/gulf-new-heart-
academia-middle-east.

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