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Tutoring comes to apps

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NATHIER ABRAHAMS started his first tutoring business in 2010. Now the young entrepreneur is hoping to capture a bigger share of the market with a new app he’s named TutorFy.

Don’t for a moment think that tutoring is small fry.

One recent study estimates that the global private tutoring market would be worth well over US$128 billion by 2020. In South Korea, the Wall Street Journal reported in 2013, “rock star” tutor Kim Ki-Hoon makes as much as US$4 million a year teaching English online, in an after-school learning market valued at some $17 billion. According to a Times of India report, India’s tutoring market would be worth $16 billion by 2017. In Japan, online tutors alone do around $10 billion in business every year.

The market is likely more modest in South Africa, but Nathier Abrahams, for one, knows it’s growing.

Abrahams, now 25, had started tutoring maths and physics after he finished school, employed by another business. But he felt he could do better on his own, and set up a company called In Tune Tutoring. He opened a learning centre at a mosque in Rondebosch East in 2010, running classes with a handful of other tutors he’d recruited and trained. By 2012 he’d established a second centre, this time at a shop in Goodwood that he converted into suitable spaces. He also extended In Tune to home tutoring.

The venture flourished, but it took its toll. In 2011, Abrahams, who had cut short his psychology studies at the University of Cape Town, had registered for a BCom degree at the University of the Western Cape (UWC). Keeping tabs on the learning centres and managing the home tutoring business while a full-time student proved to be too many irons in one fire.

“It was a nightmare,” he now recalls. “When tutors cancelled, for instance, you had to run around to find another tutor. It was just hectic.”

At the end of 2013, just as he was finishing his UWC studies, Abrahams closed down the home tutoring part of In Tune.

But he knew he was missing out on a huge market. In 2015, he thought of a way back in – an online marketplace where clients could connect with qualified and endorsed tutors.

And so was born Tutorfy, which serves as a “curated online marketplace” for parents to source tutors. To give them the peace of mind as to the credentials of the tutors – you’re never quite sure what you’re getting on, say, Gumtree – Abrahams would recruit, screen and train a pool of tutors.

“For parents, our main clients, we offer convenience, easy access to tutors, fast turnaround times on bookings, and more professional tutors,” says Abrahams. “There’s a trust factor.”

But remembering his troubles with running a home tutoring programme, Abrahams has in part modelled Tutorfy on companies like Uber and Airbnb.

Clients and tutors meet and arrange scheduling sessions in a streamlined process via Tutorfy, with no need for any centralised administration. This gives Tutorfy an edge over competitors, believes Abrahams.

And much like Uber, Tutorfy makes money by taking a share of the fees paid by clients for lessons. Clients pay Tutorfy, which then pays tutors. (Better than the often casual payment arrangements of private tutoring.) “Tutors love the platform because it allows them to manage their own profile and booking times, and that the website automates the process,” says Abrahams.

Abrahams is not short of business mentors, as his father runs a successful garage-door company. But with Tutorfy, he figured he needed assistance.

He turned to FutureMakers, a Telkom initiative to drive innovation in South Africa’s ICT sector. After an audition process, he won a place on InnoTech, a bespoke programme that aims to take black-owned tech start-ups from concept to market. The programme is run on behalf of Telkom FutureMakers by the Bandwidth Barn in Woodstock, which forms part of the Cape Innovation and Technology Initiative (CiTi). The project provides successful start-ups with R20 000 in ‘angel funding’, as well as office space, internet and telephone access, and business training. (The InnoTech program has been dubbed by some as the “Y-combinator of the Silicon Cape”, in reference to the acclaimed American start-up incubator.)

The input from FutureMakers has made a dramatic difference to his business, says Abrahams. With the funding he has, for instance, been able to brand the company, which includes purchasing the Tutorfy golf shirts that tutors wear to lessons. In turn, the office space creates networking opportunities with other start-ups, and allows him to focus on the business at hand. (“The brain thinks differently at an office than it does while working at home,” he says.)

Tutorfy went live in March 2016. And while it may take a while for Abrahams to match the revenue of a certain Korean tutor, the marketplace does add a fresh new element to the South African market.

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As selfie cameras rise, so must selfie etiquette

Selfies were once a sign of narcissism or self-obsession. Now they are the new normal, writes ARTHUR GOLDSTUCK.

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You can blame Oxford Dictionaries for making the “selfie” respectable. After all, being named Word of the Year, as it was in 2013, does tend to soften some of the self-consciousness in this most self-conscious of actions.

Once seen as a symbol of narcissism and self-obsession, it is now the new normal, to the extent that most smartphones are sold on the basis of the front camera. Or, as that feature is now almost universally named by manufacturers, the “selfie camera”.

I was one of the hold-outs, having a near-allergy to the selfie. I still resist, but succumb more often than I would like. The reason for continued resistance is that it remains a big leap from the word becoming respectable to the action itself shedding its narcissistic image. 

For most, it’s already happened, and for that you can blame Ellen DeGeneres. She  choreographed the most famous group selfie yet at the 2014 Oscars, when she roped a bunch of actors into a group selfie, using the then-new Samsung Galaxy S5 smartphone. Her tweet of the photo became what was then the most retweeted posting ever on Twitter, and was estimated to have been worth a million dollars in marketing value to Samsung.

Ironically, it was Samsung’s up-and-coming challenger, Huawei, that came up with a new word for this type of selfie: the “groufie”. Thanks to an 8 Megapixel front camera on the new Huawei Ascend P7 camera that year which took the highest quality selfies – and groufies – possible on a smartphone at the time.

It didn’t end there, and selfies and groufies have morphed into variations like selfscapes (selfie in a landscape), skyfies (selfies from the air, using remote controlled devices) and jerkies (selfies to make an idiot out of yourself). I invented all of those on the fly, so it’s easy to imagine a new word emerging for every type of selfie.

Continue reading about selfie improvements through the years.

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Mickey’s 90th for SA

Disney Africa announced the local launch of the Mickey the True Original campaign, joining the global festivities honouring 9 decades of Mickey Mouse, his heritage, personality and status as a pop-culture icon.

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As 18 November 2018 marks 90 years since his first appearance in Steamboat Willie in November 1928, a series of world-wide celebrations will be taking place this year and South Africa is no different.

The campaign will come to life with engaging content and events that embrace Mickey’s impact on the past, present and future. The local festivities kick off in earnest this month, leading up to Mickey’s 90th anniversary on 18 November 2018 and beyond:

  • An exclusive local design project where ten highly talented South African artists will apply their own inspiration and artistic interpretation on 6-foot Mickey Mouse statues.
  • Once revealed to the public, the statues will form part of the Mickey the True Original South African Exhibition, inspired by Mickey’s status as a ‘true original’ and his global impact on popular culture. The exhibition will travel to 3 cities and delight fans and families alike as they journey with Mickey over the years. Featuring 4 sections highlighting Mickey’s innovation, his evolution, influence on fashion and also pop culture, the exhibition is in collaboration with Samsung and Edgars, and will visit:

o   Sandton City, Centre Court: 28 September – 14 October

o   Gateway Theatre of Shopping, Expo Explore Court: 19 October – 11 November

o   Canal Walk Shopping Centre. Centre Court: 16 November – 26 November

  • Samsung continues their collaboration with Disney as they honour Mickey’s 90th anniversary nationally at all Samsung and Edgars Stores. Entitled Unlocking the Imagination, fans are encouraged to visit these stores, take a selfie with a giant Mickey plush toy using their Samsung Galaxy Note9 and stand a chance to win not only a giant Mickey plush, but also an international family trip. Visit www.Samsung.com for more information
  • Mickey’s 90th Spectacular, a two-hour prime-time special, will be screened on M-Net 101 later this year. The elegant affair will feature star-studded musical performances, moving tributes and never-before-seen short films. Superstars from music, film and television will join the birthday fun for the internationally beloved character.
  • In addition, look out for special programming on Mickey’s birthday (18 November) across Disney Channel (DStv, Channel 303), Disney XD (DStv, Channel 304) and Disney Junior (DStv, Channel 309).
  • In retailers, Edgars will be stocking a complete collection of trendy fashion, accessories and footwear for the whole family, inspired entirely by Mickey Mouse.
  • Mickey will be the central theme of an in-store campaign nationwide this November and December, with brand new products, apparel, toys, as well as titles from Disney Publishing Worldwide, including books, arts & crafts and comics
  • Discovery Vitality and Disney are celebrating healthy, happy families this festive season by offering helpful and exciting tips and tricks on how to eat nutritious, yet delicious, foods, all inspired by Mickey. There’s also a trip to Disneyland Paris up for grabs. Log on to www.discovery.co.za/vitality for information.
  • And much more – check the press for updates

“Binding generations together more than any other animated character, Mickey Mouse is the “True Original” who reminds people of all ages of the benefits of laughter, optimism and hope,” says Christine Service, Senior Vice President and Country Manager of The Walt Disney Company Africa. “With his universal appeal and ability to emotionally connect with generations all over the world, no other character quite occupies a similar space in the hearts and minds of a global fan base and we are thrilled to be sharing these local festivities.”

Mickey’s birthday is celebrated in honour of the release of his first theatrical film, Steamboat Willie, on 18th November 1928, at the Colony Theatre in New York City. Since then, he has starred in more than 100 cartoons and can currently be seen on Disney Channel (DStv, Channel 303) in the Mickey Mouse cartoon series and on Disney Junior (DStv, Channel 309) in Mickey and the Roadster Racers.

South African fans are encouraged to share their Mickey Mouse moments on social media using the hashtag#Mickey90Africa.

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