Independent Education Providers to China

Eligible small to medium enterprises (SMEs) can apply for free support to expand delivery of education, training, learning and development services to China. The Program will invite a cohort of businesses to be actively engaged in March-April 2023. Applications closed 29 January 2023

Program dates

March to April 2023

Key event

Introduction to education agents and other relevant in-market education stakeholders – April date(s) TBA.

In-person attendance may be possible depending on restrictions in April 2023

Why this market

The education industry in China is booming, and Australia is the third most popular study destination for Chinese students. NSW has the lion’s share of Chinese students (42%; cf. 31% for VIC). Chinese enrolments increased by 224% from 2002 to 2021 and concentrated in higher education. A large proportion of Chinese students currently remain overseas compared to other nationality groups.

China has a developed and sophisticated education market, with varied opportunities to engage in market, build business relationships and secure commercial outcomes, including but not limited to:

promotion activities (e.g. agent engagement, alumni events, digital reach, education showcases)
business and partnership facilitation
forging connections and agreements (e.g. commercial, research, TNE, curriculum, etc)
intelligence sharing.

This is an attractive market for NSW independent/private education providers as well as the ELICOS sector.

The NSW Government is expanding our offshore presence in Greater China to support NSW businesses

Introductory sessions

Welcome session - February last week, date TBC
A review of your readiness for the Chinese market
Introduction to the education ecosystem in China
Access to 13 self-serve factsheets developed by the Export Council of Australia exclusively for Going Global participants
Access to Intellectual Property protection briefings from IP Australia

Market intelligence and cultural training

Market briefing and sector-specific opportunities
Chinese business culture
Cross-cultural communication workshop

Preparation to meet potential partners/customers

How to craft your pitch, value and selling narrative for a Chinese audience
Go-to-market strategies
Intellectual property protection in China
Regulatory requirements

Coaching and mentoring

1:1 coaching
Advice from Investment NSW staff in China and NSW

Potential partner search and introductions

Participation at in-market event(s) – potentially in-person - with In-market assistance and logistical support from Investment NSW
Introduction to education agents and other relevant in-market stakeholders
Introduction to education providers, investors and potential partners in China. Targeted 1:1 business matching

Ongoing advice and follow up

Ongoing support provided by a dedicated NSW Government Export Adviser and Study NSW.

*note: the curriculum is subject to change

Participation requirements and success factors

Eligibility for the overall Program

Have headquarters in NSW
Have a valid Australian Business Number (ABN) registered for NSW
Be export-capable and export-ready
Have an employee number between 3 and 199 full-time equivalent (FTE) employees
The product or service must be produced primarily in NSW
The product or service is achieving sales already
Have a website featuring the product or service
Be prepared to adapt the product or service for the new market
Be flexible regarding market-entry method
Have resources to support marketing and development for a new market
Be willing to travel to the selected market (where and when travel is permitted) and/or to Sydney for events, and must cover own travel expenses

Note this program is designed for NSW businesses who produce and own their own brand. This program is not for aggregators, traders, or businesses who sell services to exporters

Additional eligibility requirements for this stream

Proven commercial capability domestically
Clearly defined business model (for example, B2B, B2C or B2B2C)

The ideal participant

Ideally a member of the Independent Tertiary Education Council Australia (ITECA), or Independent Higher Education Australia (IHEA), or English Australia, or The Association of Independent Schools of NSW (AISNSW)
Ideally already selling to at least 1 overseas market

Information session

How to apply

Applications closed on 29 January

Applicants will be notified of the outcome around 14 February

Note: Apply for your preferred market - you can apply for and participate in only 1 stream.