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乔治城大学专访|天道教育创始人Lincoln:从0到1,做全球化教育事业的先行者

责任编辑:tingting.guan来源:天道教育时间:2017-11-08 18:23:11点击:

本次专访由Jennifer Lubell完成,刊登在Georgetown Business (乔治城商业)2017年秋季刊上。该杂志是乔治城大学商学院官方校友媒体,每年发刊两次(春季和秋季),以下为专访报道内容~

关键词: 天道教育天道留学公告乔治城大学校刊《Georgetown Business》专访

  编者按:Lincoln Shi是天道教育创始人,作为乔治城大学商学院的杰出校友。他于2002年创立天道教育集团,作为教育行业的青年企业家,他的创业经历对正在求学路上奋斗的学生和年轻人都是极有教益的。

乔治城大学校刊专访|天道创始人Lincoln:从0到1,做教育咨询行业的先锋

  本次专访由Jennifer Lubell完成,刊登在Georgetown Business (乔治城商业)2017年秋季刊上。该杂志是乔治城大学商学院官方校友媒体,每年发刊两次(春季和秋季)。

  以下为专访报道内容:

  Lincoln Shi在乔治城大学读MBA时,正值全球化程度不断深化和中国的世界影响力扩大,他成功地预测到了未来会有更多的中国学生选择出国留学,从而开启起了他的海外教育咨询服务事业。

  Lincoln Shi解释说:出国留学以前在中国确实是一项昂贵的家庭“奢侈品”支出,但随着中国家庭收入的逐年增高,出国留学也不再遥不可及,而是一个可以实现的目标。

  基于这个未来发展态势,2002年年底,他和另外一位合伙人在北京的一间小公寓内建立起了自己的公司:天道教育从0到1,从无到有,经过15年的奋斗,天道教育已经成为一家中国高端留学申请咨询公司,拥有1500余名员工。

  Lincoln Shi说“我们从未接受过任何投资,包括风投公司、战略投资者或是政府。”投资者往往希望能够快速实现投资回报,而教育行业却是一个以质量为生命、需要沉淀下来耕耘的领域。Lincoln Shi补充道:“我们希望在战略上能够注重公司的长远发展,并且能够控制服务质量。”“目前正有一些国际和国内的私募股权公司和上市公司与我们接触,但我们对这种合作伙伴的选择还是非常慎重。”

  如今,天道教育已经成为一家在中国13个城市拥有20个服务中心、6个子品牌的国内最大的教育咨询公司之一,致力于帮助学生申请到世界知名院校。Lincoln Shi注意到,其他有着类似定位的公司要么渐渐退出市场,要么规模一直没有做大。作为前投资银行家,他决定利用自己曾经向投资者推销融资项目的营销经验来打造自己的教育帝国。

乔治城大学校刊专访|天道创始人Lincoln:从0到1,做教育咨询行业的先锋

  天道教育借鉴了中国私人银行和管理咨询公司使用的服务模式和财富管理制度,重新设计了教育咨询模式

  “我们是这个行业的先锋”。天道很多成功的实践已经成为留学咨询的行业模式和标准。其中的一个例子便是教育咨询顾问与客户的“同一个团队服务概念”。例如一个想要申请工程项目的学生服务团队里通常有一个工科专业背景的咨询顾问(负责专业咨询),一位美国顾问负责帮助提升英语能力及文书质量,同时还会有一位擅长关系维护管理的咨询顾问负责处理与学生家长的关系。Lincoln Shi说,最后这位顾问也是至关重要的,因为中国家长通常是深度参与在他们子女的教育规划中的。

乔治城大学校刊专访|天道创始人Lincoln:从0到1,做教育咨询行业的先锋

  天道公司总部设在北京,集团及其六个品牌事业部致力于为年轻的客户提供服务。服务覆盖了大学入学前的准备阶段和研究生毕业后的这段黄金时期的人生和职业规划。

  通过天道出国留学申请服务,学生会成功收到全球顶尖高校的录取信;天道培训为学生提供SAT考试和研究生入学英语考试的培训;睿艺空间提供“一站式、全方位国际化”艺术教育服务;对于十岁左右的学生,睿德会提供专门的学习能力提升项目;新睿驰是通过课外活动和实习来帮助学生提升领导力、团队合作能力和演讲能力;此外还有重点布局的线上教育。

  天道的咨询顾问把自己的角色定位为成长导师,“我们强调顾问之间的团队协作和集体智慧。

  天道在发展路上不断突破提升,为上万的学子实现了留学梦、人生梦。在2017年,这家卓越的机构帮助学生拿到了506枚常春藤院校的录取,也从乔治城大学获得了93份录取信。

  天道下一步的目标在于加强海外中国学子的职业发展和就业指导业务,以及全面布局在线教育将事业拓展到世界上更多的地方。

  “从全球布局来看,我们目前正在评估越南市场的发展潜力。”Lincoln Shi说。

  Career Pioneers :Lincoln Shi dedicates his business to growing global education.

  Georgetown Business Jennifer Lubell Nov. 2017

  Lincoln Shi built his business by using two major trends to predict a third. With globalization increasing and China growing as an influential world power during his time at Georgetown, he rightly predicted that more Chinese students would be studying abroad in coming years.

  Study abroad is a luxury expenditure, but with wealth increasing among Chinese families, it’s nevertheless an attainable one, Shi explains. From this epiphany, a company was born in 2002. Working with the other founder in a tiny Beijing apartment, Shi grew the Tiandao Education Group from scratch, expanding it to a team of 1,500 people over 15 years.

  “We haven't accept any investments from venture capital firms, strategic investors, or government,” he says. Investors usually want to see a quick return—but in the education business, quality is key and may take more time to develop, he adds. “We want to have a strategic view of the company’s long-term development and to control the quality of the service.” "So far, some international and local private equity firms, public companies from America and China are approaching us, but we are very cautious on this partnership."

  Today, with 20 service centers and six subsidiary brands in 13 cities, Tiandao is the largest education consulting firm in China with a focus on getting students into the top 50 American colleges and top 100 graduate schools. Shi had noticed that other firms with a similar focus had either shut down or were operating on a small scale. As a former investment banker, he decided to leverage his skills in marketing companies to investors to build his enterprise.

  Tiandao ended up borrowing from a services model and wealth management system used by private banks and management consultants in China, to redesign the model in education consulting.

  “We are pioneers in this industry,” he asserts. Many of Tiandao’s good practices have become industry models and standards; one example is the “one team concept,” which involves both consultants and clients. A student applying to engineering school may work with a consultant with an engineering background, an American consultant to help with English and polishing essays, and a consultant with good relationship management skills to handle a student’s parents. That last factor is critical because Chinese parents are often deeply involved in their children’s education, Shi says.

  Headquartered in Beijing, the company and its six varied units assist young people during the pre-college and postgraduation phases of their lives.

  Through the school applications unit, students apply to some of the world’s best universities. The test prep unit readies students for the SAT and graduate level entrance exams, and the “real art” unit helps students prepare for art school. For grade-school-age children, there’s a program to improve learning abilities. Tiandao also offers an online education program and a “new reach” unit that helps students fine-tune leadership, teamwork, and presentation skills through extracurricular activities and internships.

  Employees embrace their role as growth coaches. “We emphasize the teamwork, the collective intelligence of consultants,” Shi says.

  A list of success stories follows Tiandao. The organization has helped applicants get 506 offers from Ivy League schools in 2017 alone — plus an impressive 93 offers from Georgetown University.

  Next steps are to strengthen Tiandao’s businesses in career development coaching, job placement for Chinese students study abroad, and online teaching—not to mention stretching to other parts of the world.

  “Internationally, we are evaluating the Vietnam market,” Shi says.

乔治城大学校刊专访|天道创始人Lincoln:从0到1,做教育咨询行业的先锋

  乔治城大学

  乔治城大学(Georgetown University)创建于1789年,世界顶尖高等学府,美国最古老的大学之一。乔治城大学位于美国首都华盛顿特区,是一所顶尖综合性私立大学。虽然位列2017-18年度US NEWS最新美国大学排名第20名,但在美国本土的影响力完全可以比肩众多常青藤名校,尤其是在政治和外交领域。

  乔治城大学也是美国本土一所颇具贵族气质的学校,校友包括美国前总统克林顿,菲律宾总统阿罗约,黎巴嫩总理哈里里,花旗银行董事长查尔斯·普林斯,安永全球主席温伯格等。在LinkedIn职业发展调查中,乔治城大学在金融行业排名第三,其中在投行领域排第一。

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