So, what do we do? Naomi Dunford (home business guru and all round wunderkind) at Ittybiz throws up the idea and I love games where I am the centre of attention so here goes…
What’s your game? What do you do?
Our company, Coote Libeau sells foreign language communication training in France. Mostly English but also Chinese, German, Italian, Spanish and French as a foreign language to non-French speakers (FLE).
Why do you do it? Do you love it, or do you just have one of those creepy knacks?
Probably both. Christophe and I fell into doing this a number of years ago coming from different professional backgrounds and apart from our linguistic capacities we have the creepy knack of reading the needs of the market and continually adapting our offer. Personally I love the contact with the companies and working with motivated professionals regardless of the sector of activity.
Who are your customers? What kind of people would need or want what you offer?
The kind of people who want us want to communicate more efficiently in a foreign language. Our clients range from a couple of the biggest companies in France to three guys in a garage with a cool business idea and some vague contacts in China.
We analyse what the company needs to communicate then come up with ways to do it with the least amount of pain. Communicating in a foreign language in a professional context inevitably touches on personal questions of self esteem and self confidence. It’s not as easy as just learning the words in the dictionary and that’s where we can help people.
What’s your marketing USP? Why should I buy from you instead of the other losers?
Our unique selling proposition is our crossover between training and consulting. The language training courses which the other losers are selling are constructed as products which may or may not correspond to the company. The companies buy a pack and then needs to mould what they might have learned to their own context.
We use the client’s context as our starting point to build an adapted training program around it.
What’s next for you? What’s the big plan?
Continue to adapt (I know it doesn’t sound like a big plan but still…). We aren’t experts in the sense of some being guys who study dirt for seventeen years then write a 200 000 word thesis about it and become known as the “dirt guys”. It’s probably tough for these guys to do something different because dirt is their thing.
This is our thing for now but we are flexible and curious and if we see the market shifting and the needs changing then I would love to think we would be intelligent enough to produce something different which could continue to help people.
So there you have it. Brief and easy to digest (kind of like a prune, maybe we should change our logo Christophe, we’ll talk more about it next week…)