IBW : Re-engage Parents to Re-engage Children

Almost 70% of adults in Jakarta score at or below Level 1 in literacy ( Source : OECD.org ) and mostly bigger percentage at rurals.

Some of that adults are parents, caregivers or teachers of early age kids. 

This mean :

Many kids in Indonesia can't get proper education, not because of less money but mostly lack of adult spirit and skill of learning transferred to them. 

7 of 10 kids have very low literacy level (source government report : https://simpandata.kemdikbud.go.id/index.php/s/BTKR4cP76DK3pqM )

To re-engage kids, we need to re-engage parents first. 

Not just to make the parents engage in short run, but teach them to see education as a long journey and know what to measure in kids growth (individual kid dashboard). 

Because of low level in literacy, most adults in Indonesia learn things in random way. This is not effective because they don't know the progress and don't know which skill is left over.  So they become exhausted and give up early or got depression when the kids not get the result they want. 

More and more parents of early age kids got frustated in Indonesia, this year we heard a mother try to killed her 3 kids and a mother throw her baby into a well and got drowned. And many more stories like this. (https://newyork.odkblog.com/top/clarification-of-the-case-of-mother-killing-3-children-in-brebes-until-the-perpetrator-suspected-depression/)

Parents  need to be equipped with cheap education tools for their kids ( cheap in the materials and cheap in delivery cost) because they can't afford the expensive one and don't have time to think and make by themselves, because the burden of household  work and also because of pandemic many women also have to feed the family.  

We started by building community of early age parents as Indonesian people are very social. 

Then we show them list of skill and intelligence that correspond to life advantage, and teach them how to train their kids to reach that quality  in fun way.

We train the parents to create educational tools and communicate to their network the purpose of the tools . We create challenges and giveaway and publish to social media (facebook group, whatsapp group of our local communities, instagram)  to encourage them join the initiative

By creating the educational tools,  community members get revenue for themselves but also equip the community to get educational tools cheaper way. 
Because the tools made by their own friend, they likely use with own kids and spread the spirit of learning to all around via social media such as IG, Tiktok, Facebook, and whatsapp status 

This initiative can be sustain because it create new revenue stream for the family while parents engage the learning with the kids and sometimes share the fun with other community member through games and challenges

We're targetting Community Members : parents of early age kids and their kids. 

90% of our members are women. As patriarchy is common in Indonesia, Mother responsible for most domestic works and children education. 

With most of them have low level in literacy, they use social media posts to learn from (without further researchs or read).  Most of our members use Tiktok to learn because  at this low literacy level they  only able to read brief texts on familiar topics to locate a single piece of specific information. To complete such tasks, only basic vocabulary knowledge is required, and the reader is not required to understand the structure of sentences or paragraphs. 

Most of parents have money but they spend money for anything but educating themselves. That's why their kids are underserved because  the parents thought that they learn enough already and not understand the different challenge that been faced by their kids nowadays and in the future.

I'm the founder of Indonesian Babywearers Community. I prepare our members to increace their understanding about how they really need to upgrade themselves so they can assist children to learn in better way.

Takes 7 years of up and down in managing the community to have loyal members (and leaders) that  trust our vision that parents should be able and passionate to learn in order to encourage children to be engaged in learning. 

Cultural : Patriarchy in Indonesia put unbalance marriage burden to the women. Many women don't have their own money to invest in themselves for better mind set and mental health. Many of our people don't know that their math, literacy and science level are low.  

Connections : We need to connect to more partners. We believe that collaboration will lower the costs but double the impacts. Also, our people really need to be the citizens of the world ( most our people can't speak English so that many educational contents can't reach them) . Connections make it possible. 

Inspirations : We want to learn from other leaders that have similar situation, we want to know successful strategy of others

Exposures in media and at conferences : Indonesia put education below economic matter. We need more exposure to make other Indonesian believe that our initiative will open many more opportunity for their children and family in the future.

Commonly educating early age children are between formal teacher and children or group learning of children with a facilitator. 

Our Solution is new because we work on and with parents. Also we work on an ecosystem that already prepared in 7 years in order to create a habit of supporting each others and learning together. 

Our Solution also could be cost effective and  easy to scale because can be  duplicated among community members. 

Goal for next year : 

1. pilotting to 3 cities 
2. finish platform for kids dashboard and parent's poins (exchange for gift or  revenue) 

Goal for next 5 years :

1. operation running in 60 cities 
2. more offline units to teach the society 

Indicator : 

1. more creators : people that create the education tools 

2. more kids : people use the education tools 

3. society awareness : social media reach 

1. Objective : provide cheap and comprehensive educational tools for early age kids (ages 4-9 years)

•  Activities : Produce low cost Educational Tools that easily duplicated by others. 
•  Outputs : Simple but rich Educational Tools available for the community members ( they can buy, rent or just lend ) 
• Short Term Outcomes : Lift the burden of making the tools by themselves and make the educational tools reusable because one tool can be played by more than kid (exchange between community members). 
•  Long Term Outcomes : More time for parents to play and teach the kids, mean more quality the relationship between parents and kids. KIds that have passionate parent to learn tend to have more passion to learn

2. Objective : Raise Awareness of the need of parents to be engage in learning to be capable in assist their kids to have the spirit of long time learning 

• Activities : Regularly create  challenges and giveaway to encourage people post about the topic of skill need to be trained to kids that relate to adults life. Social media contents create to  raise awareness that  understanding the relationship between current adults (self) limited capacity with the skills they should have learned in the past as a child needed will help their kids to be more successful in the future   
• Outputs : Social Media contents by many parents that influence the society about how they see education for children and make them more happy to involve
• Short Term Outcomes :  customer advocacy ( Achieving customer loyalty to ensure that our initiative is a proof solution that many parents satisfied in increasing kids engagement to education)
• Long Term Outcomes : minimize the logical fallacy in Indonesian Mindset and Education

3. Objective : Create shared economy for community members to overcome poverty so parents can give more support to kids education 

• Activities :  Train parents to create educational tools for early age kids. In our Indonesian culture kids education always be mother burden / responsibility only. By teach them create the tools professionally and easy to produce as simple manufacturing standard, everyone can be involved in creating this tools , not just mother. Father and even single parents or any person can do this as business and get revenue from. 
• Outputs : educational products and classes sold. Shared economy among community members. 
• Short Term Outcomes :  revenue from the family. Less manufacture cost and distribution cost. 
• Long Term Outcomes :  education for all. equality and availability education for any Indonesian kids, ecspecially in rurals and islands far away from the city 

We learn from research  https://www.ywam-fmi.org/news/multigenerational-legacies-the-story-of-jonathan-edwards/  that study Multi  Generations of 2 family : Jonathan Edwards and Max Jukes. 

The research about five-generation rule. “How a parent raises their child — the love they give, the values they teach, the emotional environment they offer, the education they provide — influences not only their children but the four generations to follow, either for good or evil.”

1. We use social media to Raise Awareness and customer advocacy 

• facebook group :   gather the suspect, turn into advocate of our solution  and brand. Now we have 130.000 members 
• instagram  : create quizzes and contents that can be re-posts by community members
• tiktok : create quizzes and contents that can be re-posts by community members

2. We use small groups to train parents about creating educational tools . Surveys mention that many Indonesian people don't get used with email. They communicate more on whatsapp and social media.  So we create our training on that platform. 

• whatsapp : group per city and per age level. 
• youtube : how-to videos
• Website : classes (already run for 3 years but now under development for changing in our new business model) 
• Zoom : webinar

3 We use popular marketplace in Indonesia to sell educational products made by parents. We're not selling via own platform or apps because most of our people only have limited capacity phone, so they only install popular apps that they use for everyday need. 

• Tokopedia
• Shopee
• Lazada

4.  We use audio visual software to create contents and do broadcasting 

• Adobe Premiere
• Adobe Photoshop
• Adobe Illustrator
• Twisted Brush Pro studio 
• Adobe Audition
• Adobe Affter Effects
• Manycam
• OBS
• Microsoft office

We started our community as babywearing community ( people that once or want to carry the children) . Many similar community only focus on women as the caregiver for the children. Since beginning we boldly explain that man and woman have the same responsibility in raising kids. 

We encourage husband and wife, grandparents and other support systems to learn from the community

Beneficiary Segments : We're targetting early age kids by educating the parents to be involved in learning process 

Social And Customer Value Proposition : We're the only one that train the parents to serve each others, creating the education tools that can be used by the community (borrow, rent and trade method) . We use social media to transfer the spirit and powerful messages to the society and give them the sense of togetherness. 

Indonesia is an archipelago , most education been concentrated in Java island. Educational tools sent from Java to other island would cost so much. If they can create by themselves and distribute to the local society, it cut the distributing time,  cost and make them more available. 

Impact Measures : We measure our impact by calculating  how many people join this initiatives as creator of the education tools and how many parents and kids using this tools . We also calculating how many parents use the dashboard to figure out what level their kids at that time, and what to do to increase their skill and understanding and mental health.  

Surplus : We use the profit to train other groups of parents. We just give them the initial cost to encourage them produce their first tools. Then when they get the profit from the tools, they can fund them selves and share the profit with us because we help them with marketing so that the community members can found them easily. 

We also get revenue from sponsors that collaborate with us doing webinar or educational session on our platform. We use that revenue to build the platform and pay our software / license to produce the contents.

We get our money from :

1. sponsors that collaborate with us in our events or just want our members to be the participants of their events. They give us money and stuffs. We use the stuff for giveaways and challenge for our members so they get enthusiasm for everything we done
2. selling educational products. We sell them via marketplace  (tokopedia, shopee,  lazada) . The products were made by us and by the parents that trained by us. we get the share profit from the products made by our members
3. do classes. We create training, seminars and classes for parents at low cost and in group so they learn together. Indonesia people are very social, they love group learning than individual learning. We let other teachers or training  do classes on our platform, and we get fee from that.  

We get routine sponsors for our events , such as Wardah,Mama's Choice, Prodia ( famous business in Indonesia) 

We once get grant from Facebook Community Accelerator 2020 (USD 30.000) and we use that fund to equip our team with computers and phone and pay the software, buy the merchandise that we can use for years.