If you are considering setting up a school in Indonesia you certainly have a lot of things to consider. We have done this many times and in many unique locations.
We are here to help you along the way and have put together this quick summary to help you get started.
Feasibility Study & Market Research for a New School
It is essential that the process of setting up a school begins with this important step. Most countries are unique and setting up a school in Indonesia is no different. Making assumptions can be expensive and a comprehensive study will minimise risk and also maximise your chances of success. Even if it is already clear that the school will go ahead, this research will influence many decisions in the set up process including the type of school, Vision/Mission, Financial Planning, Curriculum, Admissions and more. As Indonesia’s economy and middle class continues to grow there is a demand for more international schooling options as this middle and upper class expands and disposable income becomes higher and higher.
Is there a demand?
In 2020 the demand continues to rise for high quality international schooling options as the quality, standards and differences between schools remains polar. For example Jakarta has in the past had the best performing international school in the world, however its local system continues to struggle badly. Satisfaction by parents is mixed and there are still a number of private learning centres and home schooling options which tells us there are gaps in the market.
Many parents are not satisfied with local education options. If they cannot afford the fees of premium international schools then home schooling* or independent learning centres are sometimes their compromise solution. These options are a valid choice for some parents but it definitely tells us there is a demand for more affordable, private, high quality education options.
There has always been less demand in the Tier One (more expensive) sector of schools as Indonesia is not a country with a huge expat market compared to Thailand, Vietnam and Malaysia all of which have much higher ratios of expatriate to population. As pressures grow we see schools compromising on the quality of teachers and reducing costs in many other ways. This is making parents disenchanted with some Tier One schools also but what this offer is a chance for International schools with more affordable fees and perceived better value, in the growing market.
Even though outbound student flows are presently small in Indonesia, demographic and socioeconomic factors suggest that Indonesia will play a major role in international education in the years to come. Not only does Indonesia have by far the largest student age population in the ASEAN, it also has the third-largest population under the age of 25 in the entire world.
Vision and Mission – “The Voice”
Although to some a school vision and mission may seem like an obligatory message on a feature wall, when you are setting up a new school these statements are invaluable. We prefer to describe this step as identifying the school’s unique “voice.” It is important that the school voice is clear and that all decisions about school design, curriculum, choice of staff and policies reflect a unique plan. Project forward to a time in 20 years when Indonesian and expatriate graduates return to the school and share stories of great times. How will they describe the school? What is unique about it? How will people distinguish your school from others? What are the “Signature Experiences”?
Financial Planning – The Business Plan for a New School
Both non-profit and for-profit schools need to have a comprehensive business plan that outlines a sound financial strategy both short and long term. We recommend a comprehensive 10-year plan with knowledge that it usually takes 3 – 5 years for a school to reach a sound financial position. Indonesia has unique characteristics in terms of legal authorities, governance and policy and there are risks associated with this. All these differences need to be taken into account.
Long-term planning is essential as it is easy for school leadership to become reactive and move attention away from the end goal. Schools are busy, complex and stressful places, but good management focuses on strategic planning at least 5-10 years in advance. It is also key to look in depth to the future as many new schools do not begin to make significant profit until after operational year 4.
Accreditation and Licensing
Local License: Setting up a school in Indonesia, the school requires local licensing through the Ministry of Education and Culture and the endorsement and support from several government departments. This can be tricky and requires thorough planning and attention to detail. In 2014, the ministry of education issued a directive – which was part of an overall effort by the ministry to include more morality, civics and Islamic study in the national education system – requiring that these schools drop the word “international” from their names. Furthermore, the schools were instructed to change to their curricula for both foreign and domestic students to include subjects such as Indonesian culture and language (in addition to religion for Indonesian students). In addition, Indonesian students attending international schools are now required to sit both the exam for the diploma or degree they are pursuing at school and the national exam that all public school students take.
International Curriculum: Use of an international curriculum such as UK, US, or a framework such as International Baccalaureate (IB) will also require programmes meeting standards that will be checked and monitored by a governing body. Mosts of these accreditations are best achieved by good education management principles and these begin right from the early planning stages.
School Accreditation: A school might choose to pursue external accreditation as a way to validate quality. The key forms of accreditation can include:
- Local Education Ministry License (required)
- Curriculum accreditation eg. Cambridge, Oxford, EdExcel or others
- Partner standards and accreditation eg. an overseas school brand or other form
- International accreditation eg. WASC, CIS or others (3-4 years)
All schools are different and the school design will reflect both local needs as well as the nature of the curriculum and the school’s vision and mission. Before you begin working with an architect, you must first engage a school operator who understands the school curriculum and the key teaching and learning priorities. Gone are the days when architects line up boxes with a corridor down the middle. You also need to consider capacity, class sizes and future needs. These are both educational as well as business decisions. An educator must be part of this process.
When setting up a school in Indonesia, how to stand out from the crowd? To match what the other schools in the market are doing is one thing, however it’s worth considering strategies to excel or be unique in a particular area that no other school has adopted. One of these recommendations could be a unique STEM/STEAM LAB that could be placed on a platform and showcased as best practice to the consumer.
Like anywhere Indonesia, has its different construction standards, costs and processes and this needs to be adhered to when setting up a school in Indonesia. This specialist field requires experts to closely monitor. If construction costs blow out or there are time delays, it will cost you dearly. Employ a very good project manager with an attention to detail. Micro manage and follow project timeframes carefully.
There are important design considerations when decisions are being made about internal facilities, materials and resources. Upfront costs are a factor as well as maintenance and function. This is a chance for the educator and the architects to be creative and exploit different characteristics of a building. For example at a GSE school in Malaysia, Primary classrooms were 120m2+, incorporating a mezzanine floor and a slide.
Branding and Marketing
Schools, and what they offer are a very different “product/service” than you might expect. A parent and child is joining a community. You are not selling a car. How you brand and communicate your key messages must reflect a deep understanding of education and what families value, all within the local context. Study carefully and seek out expertise. It will make a big difference. We advocate strongly in the use of social media; the modern day “word of mouth.”
Building a strong brand image in Indonesia includes aspects such as:
- A well regarded education management brand
- Overseas brands, pathways and study programmes
- A quality Principal with an excellent profile
- High quality native speaking English teachers
- Partnerships within the local community
Student Recruitment Strategies
Setting up a school in Indonesia may require different strategies than another country or city. How about taking a glance at our other blog here. But we need to note that Indonesia is different and a more in depth dive is required and can be found during a GSE Feasibility Study.
Expensive upfront and expensive to maintain. Get an expert involved. It will save you money by making good decisions right from the start.
Determining what you need and when you need can be very difficult. Be careful also about the difference of opinion that may exist between your key staff. These decisions about what is needed and what is best use of money can be quite subjective. We suggest starting with a core list of resources and then expanding it based on need.
Any research will tell you that school management is the number one factor that will determine success in a school. It is essential that your leadership is underpinned by education expertise. Put in place a quality management team.
Admissions processes must be clear and have an educational rationale for placement. Your goals should be to accept children “whose needs you can satisfy.” Create admissions tests that are credible and use these as benchmarks for determining grade placement.
Your staffing plan will be determined when you create your financial plan as part of setting up a school in Indonesia. The ratios of staff to students as well as your support and administration staff must be calculated carefully. As the school grows these ratios will become more efficient so seek good advice in your planning process. There are many ways to recruit with varying costs but, as always, you will often get what you pay for. The best teachers work through the best channels. Also, be aware that as a new school you are marketing yourself to new staff also, not just students. Build a great website and promote yourself well to this audience also.
Check our blog on how to retain and keep staff along with how to attract the best teachers. Setting up a school in Indonesia can be a very attractive to young and ambitious teachers.
In this initial planning phase you will not create a detailed curriculum but you must begin outlining the general curriculum plan. This will be different depending on your key priorities for pedagogy (how you teach) as well as your curriculum choice; be it British, American, Australian, IB or any other.
Standard school handbooks containing school policies can range from 20 pages to 100+. This comprehensive handbook takes time to produce but also must reflect local laws and government policies as well as the standards set by accreditations you have or are seeking.
School Review Processes and Action Plans
To be the very best, a school must have review processes and internal standards by which it is measuring itself. A 10-year strategic plan must be broken down into an annual plan, term plans and, sometimes, weekly action plans to achieve key priorities. When a school owner does not have a strong education background, engaging an education management team will be important.
Training and Development
Employ great teachers but then train them. Respond to internal school review processes, academic data and feedback by adjusting practice. The most valuable resource within a school is its Human Resources and investment in this is important.
Timelines for Setting Up a New School
A tough question! Setting up a school in Indonesia can be difficult. Many and most of the above will happen concurrently. The accreditations may depend on each other as well as your recruitment of a strong team. The building process may take anywhere from 6 months to a year depending on the size and location of the construction and the length of time it takes to complete additional approval processes. If you are using an existing facility or refurbishing one, then that might be easier for you, but just like any renovation, you can run into problems. Plan for the process to take longer than you expect as you are depending on factors out of your control, such as government approvals or the weather.
Who is Global Services in Education (GSE)
Global Services in Education is a company led by education experts. They are proven education leaders who know how to set up and manage international schools. GSE can lead the project from the initial idea to set up and full management. Kindergarten, Primary, Middle and High School, Universities and Adult education.
– School Management
– Strategic Planning
– Feasibility Studies
– Architectural Conceptual Design
– Interior Design
– ICT Planning
– Staffing & Recruitment
– Curriculum Design
– School Polices
– School Audits & Action Plans
– Training & Development
– Accreditation & Licensing
Duncan Douglas, Project Manager at Global Services in Education:
– A specialist in marketing, admissions, project management, Special Education Needs (SEN)
– Extensive experience in school start-ups and senior education pathways
– Worked across UK, China, Australia, Canada, Vietnam, Myanmar, India and Malaysia
– Expert in UK curriculum