William Helz: “Competition in a free market is healthy and should only serve to make competitors better at what they do” [Archives:2008/1121/Business & Economy]
The recent launch of Exceed English language Training Center has highlighted not only the educational benefits but also the business prospects of investing in the sector. The incredible success of Exceed came only to remind us of the need for quality education and the potential for growth in the language training niche. YemenTimes made this interview with Mr. William Helz, the Director of Exceed Training Center to understand more about the success of this business venture.
Mr. Helz, we understand that you have had some prior experience working in Yemen in the Educational Sector; can you brief us on your background?
Yes, I'm happy to say that this is my third stint working – and living – in Yemen.
I was here, initially, from 1990 – 1993, as Director of the U.S. Agency for International Development-sponsored Yemen-America Language Institute (USAID-YALI), a program that was designed to prepare selected scholarship students for Bachelor's, Master's and Ph.D. degree study in the U.S. This was really a wonderful program and I still meet former students of this program who went on to complete their studies in the U.S. and are now back in Yemen, with many serving in rather prominent positions in the private and public sectors. This program, unfortunately, fell victim to international politics in the wake of the first Gulf War when USAID eventually withdrew completely from Yemen for a number of years; even since USAID's return (in about 2002 or 2003), this program has, unfortunately, never been reinstituted even though it is my belief that it played an important and beneficial role in helping to forge a positive relationship between the U.S. and Yemen.
During my second stay in Yemen, from 2000 – 2005, I was the Director of the remaining YALI program originally implemented under the U.S. Information Service (USIS) which was later integrated into the U.S. State Department. I was fortunate to be a part of this YALI program during an unprecedented period of growth and creative development in its history, particularly since it had almost been shut down by the U.S. Embassy about a year and a half prior to my return. The perceived need for English language training blossomed during this five year period and I was blessed to be a part of a team of dedicated professionals who brought great credit to our efforts to achieve a first-rate language institute. When I left at the end of 2005, I thought I was retiring and I never expected that I would return except, perhaps, on vacation to revisit old friends.
However, I'm back again now and greatly revitalized by the vision of former colleagues at YALI who have launched their own English language institute, Exceed Language Center, with aspirations of going beyond, or exceeding, the level of quality we had previously reached. To date, this has proven to be both rewarding and challenging, and we have done a pretty good job of meeting the challenges presented to us thus far.
How do you evaluate the development of the educational sector, particularly language training in Yemen?
I can speak primarily about English language training, my own educational field, and I can see clearly that there is a world of difference in the number of English language learning opportunities available in Yemen – and, particularly, in Sana'a – between when I first arrived in 1990 and the present time. A lot of this change occurred between my first and second stays, with the birth of a multitude of new language institutes and of private secondary schools and universities with English-based curricula.
In 1990, there were really only two language institutes of significance – YALI and the British Council – and the latter reduced its presence greatly in the mid-90's, while other new institutes, largely YALI imitators, gained some prominence in the English language teaching field here. Still, consistent quality of such new programs was seemingly limited; some of them seemed to be paying attention primarily to making short-term profit, and many seemed to lack the experience and knowledge for operating quality programs. And, in the public schools it remained obvious that quality of English language instruction and curriculum still needed a great deal of improvement. In my estimation, a good teacher training program for prospective language teachers was what was most needed – and, most likely, is still what is most needed if the quality of language instruction in Yemen is to improve significantly in the future.
I've only been back in Yemen this time for two and a half months, so I'm not sure about what has happened with English language teaching and learning in secondary schools and universities. Regarding language institutes, I've seen no evidence of any significant improvements having been made in the overall quality of language institutes during my two year absence, and I find this somewhat disappointing.
But I am also hopeful for the future. I personally know of two new institutes – including our own Exceed Language Center – where quality teaching and learning is taking place, and there may be other institutes with similar philosophies and aspirations (and with qualified personnel) where pursuit of quality – and of real learning – is occurring. And, although I know my former institute, YALI, has experienced some unfortunate difficulties during the past year, I strongly believe that they, too, continue to have high potential for offering English language programming of excellence.
The tremendous success of your institute, measured by attracting over 500 students in the first term is quite admirable, what are the factors you deem critical for success?
Actually, while in our first term of operation we exceeded 500 students, we now have more than 750 students in our second term. This is something we are quite proud of at Exceed, though we are less proud of this than we are of the solid foundation we have laid for ensuring program quality now and for the future.
While this initial success goes beyond a simple explanation, I attribute it in great part to the composition of our instructional staff, many of whom have built strong reputations in Sana'a as skilled and caring teachers who have proven they can help students to master English. Beyond this, we have a board of directors and a group of share-holders with long-range vision, who are more interested in developing an educational product that can achieve world-level quality than in just “making a quick profit”. Our facilities, our educational materials and some creative programming – plus certain marketing initiatives we have undertaken – have certainly also contributed to our initial success.
However, perhaps most important of all is that we are not easily satisfied and never wish to become complacent. We are committed to continual improvement and, I hope, students will sense this commitment.
Can you tell us more about Exceed's competitive advantages over its rivals?
I know that it is the nature of students to always compare various language institutes with each other (in the same way that they so readily compare various teachers with each other), I'm less concerned about these comparisons than I am about simply ensuring that we at Exceed are the best that we can possibly be.
At the same time, I realize that competition in a free market is healthy and should only serve to make competitors better at what they do – and that, in the case of competing language institutes, students will benefit from this competition. I can freely say, without any feelings of guilt or regret, that we are willing to take good ideas from our competitors and implement them in our own way, if this serves to make us a better institute (and, especially, since many of the ideas implemented at other institutes were originally our own). We have also noticed that several of our primary competitors have not been at all shy about adopting some of Exceed's new ideas and approaches. Again, whether we at Exceed respond to what our competitors have done or they copy our ideas, I agree with the maxim that “imitation is the most sincere form of flattery.”
Finally, in regard to specific strengths that Exceed may have that some of our competitors do not have, I can again say that everything begins with excellence in teaching, continues with quality of curriculum and materials used, and goes further in comparing programming creativity and administrative systems – and such tangentially related things as flexibility, adaptability, creativity and reduction of bureaucracy, as well as ensuring an environment in which our students (who are our clients, or “customers”) are made to feel welcome and comfortable. We have pledged ourselves to attempt routinely to strive for excellence in all of these areas and to exceed our client-students' expectations.
Students have claimed that linguistic abilities in English help their careers in academia and in the job market, how true is this statement from your point of view.
Over the more than seventeen intervening years since I first came to Yemen, the importance of English has grown immeasurably, both in real terms and in terms of the perceptions that upwardly mobile aspiring individuals have regarding English, both professionally and academically.. English is certainly necessary for professional employment opportunities with almost any multi-national company, and is also recognized as being important in Yemeni companies and organizations which conduct business with foreign companies or individuals. And, in academia, the need for English language skills has also become increasingly important, with many “content” courses being taught through the medium of English, with certain university faculties imposing English proficiency standards, and with opportunities for studying abroad often requiring fluency in English.
From what I can see in the present, I project that for the next generation, this trend will continue – through needs generated in commerce, international politics, the internet and other media, etc. – and that the importance of English will continue to increase exponentially across the world, as the world becomes a smaller place in which we all live in one “global village”.
Please tell us about the growth and expansion plans, especially if the number of applicant students exceeds your current capacity.
Right now, I'm not yet concerned about exceeding our capacity, since with our spacious compound we currently have a capacity of serving more than 7,000 students each day in English classes. However, there are a number of areas which we have targeted for development. For example, beginning next term we are planning to offer women-only classes in the morning for beginning level female students. And, beginning this summer, we plan to implement a year-round Teen program to accommodate the growing number of Yemenis who realize the importance of English for their children's futures and who are not satisfied with the “summer only” programs offered by most institutes (which permit teens to study for 2-3 months and then force them to wait until the next summer vacation before they can continue, ensuring that much of what they have gained will be lost during the 9-10 month period that follows).
We also have “grand” facility development plans, with our large “back yard” in which spacious prayer facilities, a restaurant, and recreation and game areas will soon be built. And, such things as a bi-lingual (English/ Arabic) day care center (with concurrent English classes for mothers) are also under consideration for the future. In addition, we are introducing certain game and sports activities (and attempting to teach the English needed to participate in these games and activities). We already have “foozball” and “ping-pong” and will soon have basketball and volleyball. We further intend to make a “Women's Exceed Recreational Center” inside one of our buildings for our female students, with “foozball” and “ping-pong”, as well as board games, beginning in the next several weeks.
And, finally, if we ever do outgrow our current space, we would likely build our own facilities in the future, tailoring them to our precise specifications for the ideal language center. This could be ten years from now but, as I mentioned earlier, we have a group of people here at Exceed who have visions for the future and the word “impossible” is not in their dictionaries (although the word “exceed” is on the first page of everyone's dictionary here).
Any last comments?
I would only like to say that I am really (and, I mean really!) happy to be back home again in Yemen, a place I have long considered as a “second home”. Everyone has been so very hospitable to me and has made me realize that, perhaps, I'm simply the kind of person who shouldn't “retire” As the flower that is “Exceed” has blossomed so quickly from the seed of an idea that existed only three months ago, I too feel like I have blossomed again. For this, I thank all of my co-workers – and our students – here at Exceed Language Center.
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