Can you tell us about the Trace Academia project?
Sixteen years ago, we launched TRACE, a media group that has become very influential among young people, particularly in regions such as Africa. We decided to embark on a new project, this time with an educational dimension. Trace Academia aims to provide a real educational offering to tens of millions of people looking for training solutions that meet their needs.
This vast project allows us to transform the TRACE group from an entertainment group into an "empowerment" group by putting entertainment at the service of an educational project to enable millions of young people to fulfill their professional potential.
What motivated the launch of such a platform?
Through our foundation dedicated to youth success, we realized that there was strong public demand for educational methods better suited to their needs, aspirations, behaviors, and habits (particularly mobile phones).
Many young people do not fit into the traditional education system in countries where unemployment rates are extremely high. Faced with this observation, we thought about creating an educational platform to meet this need with a different approach from what already exists, whether in terms of physical or online platforms. Even though there are many e-learning initiatives, the dropout rate among users, those who do not stay until the end of the course, is very high. Young people find it difficult to commit. Beyond the younger generations, we know that 50% of the world's population is dissatisfied with their work. We are also interested in this audience. We talk a lot about the
"fourth industrial revolution" with the changes brought about by digital technology, so today we want to provide training solutions that enable professionals to evolve in their jobs and better adapt to a changing world.
What is the business model?
The platform is completely free. We have designed a business model that allows us to produce training content in partnership with companies that co-finance the project. There will also be a paid service offering to integrate some monetization elements.
We have now raised nearly €1 million to finance the platform project. We are currently in the process of designing and producing the first courses.
In terms of financing the project, we have been able to count on a number of companies, particularly French companies that are very interested in our approach and with whom we have been able to develop the first courses.
What types of courses will be offered?
Instead of providing traditional content, we have chosen to offer content that incorporates all the techniques and codes of entertainment and digital technology. Our platform will initially focus on professional training, entrepreneurship, and the soft skills we need today to succeed in a professional setting.
To best meet these professional training needs, we have partnered with professionals and industry experts to produce the first courses. For example, we are developing a training course on entrepreneurship in partnership with an incubator for business leaders from disadvantaged neighborhoods in Johannesburg. We are also working on a training project dedicated to electricity and solar energy.
The courses will be designed according to entertainment codes, generating interactivity with the learner and encouraging their engagement. In addition to the courses, we will also have set up a mentorship program: an expert in a specific profession agrees to give some of their time to support learners during their training. Finally, we are developing many partnerships with companies to stimulate supply and demand in the job market, because today, many companies are struggling to find candidates who meet their expectations.
In which countries will the platform be accessible? Which languages are represented?
TRACE Academia is a global project, but we will start with countries where the group is very strong, such as sub-Saharan Africa and Brazil. Since our platform is based on universal codes and techniques and we see a real need for training in all regions of the world, we felt it was appropriate to design a platform with an international dimension.
We are initially launching the platform in three languages: French, English, and Portuguese, as these are the most commonly spoken languages in the countries where we operate. Ultimately, we will add more languages by integrating vernacular languages, because the more we are rooted in the "local" context, the more we inspire strong engagement from our audience. We are also aware that language is a crucial issue, especially when it comes to the internet, because many people who speak neither French nor English are completely excluded from online training.
In regions of the world such as sub-Saharan Africa, there are digital deserts and the price of data remains high. With this 100% digital platform, how do you take these realities into account?
In Africa, data is very expensive, which makes it difficult to access the internet and consume online content. To get around these issues, we have formed partnerships with organizations such as incubators that will distribute the platform to enable those without smartphones or internet access to benefit from training within these organizations.
Is there an official launch date?
Trace Academia will be officially launched in the third and fourth quarters of 2020.