Aiming to be Different: The new hi-tech player in Jakarta's English language education sector.

Jakarta, May 5th 2007language and teaching. Unlike some less reputable
Both learning and using the English language have nowlanguage schools, Aim's native-speakers are 'here to
become a major part of the lives of many Indonesians.stay' (they're not glorified backpackers with a job).
From a young age children begin learning English atTeacher training and development is a continual
schools, meaning the majority of Indonesians whoprocess at Aim, and all staff strive for perfection.
complete formal school education have at least a1.Range of support services and facilities & 3.
basic grasp of the fundamentals of the language.Comfortable learning environment
Increasingly, families are recognizing that children whoAim's facilities really help it stand out from the crowd.
take language education one step further are getting aTheir approach is to go 'hi-tech', implementing 'Smart'
'head start' on their peers when it comes to highertouch-screen white boards in classrooms and
education and the employment market. From an earlyMP3-based listening activities. Gone are the days of
age, some modern Indonesian families (especially thosecassettes and chalk boards; listening activities are now
in the big cities) incorporate English into the daily lives ofcontrolled by the white board and piped out via 5.1
their children through family conversation anddigital surround-sound speakers.
after-school language classes. The result of thisAim's custom-designed interior creates a modern,
upsurge in demand for language education has beenbright stimulating place to relax or study. Walk through
an increasing number of language schools, andthe door off Jalan Padang into an air-conditioned
nowhere can this trend better be seen than inlounge-café, featuring a computer section, a
Indonesia's capital city, Jakarta.library, and plenty of places to sit in comfort and read
A bewildering variety of English language courses area newspaper with a cup of freshly brewed coffee.
on offer for Jakarta's youth, from 'private' classes withOnce enrolled, students have access to Aim's free
individual teachers to the array of different types ofwireless internet service, providing a hi-speed
programs offered by the multitude of commercialbroadband connection in all communal areas and class
language schools in the city. There are now Englishrooms.
courses aimed at people from all walks of life, and forAlso worthy of note is Aim's one-of-a-kind 'e-notice
an array of different purposes:board'. The owners of Aim have done away with the
Academic English, Business English, IELTS preparation,traditional cork pin-boards, and now have a giant
General English, Conversation, TOEFL preparation,projector-screen display on the café wall. This is
writing classes, business communication, ESP(Englisha portal for all of the latest news, special events,
for specific purposes)... the list goes on...offers, schedules and messages. This innovative
2 questions will be addressed here:solution is part of Aim's drive to save paper. Other
1.What are students looking for in a Jakarta languagestrategies are: emailing homework to students, reusing
schoolpaper, and recycling used paper. This
2.Where can all of their needs be met?environmentally-friendly policy helps to keep students'
What are students looking for in a Jakarta languagefees as reasonable as possible.
school?2.Close to home/office
Formal market research, combined with extensiveGeographically, Aim really is at the heart of the city.
personal investigation, has shown that the 5 highestYou only have to look as far as 'Google! Earth' Aim is
ranking factors in choosing a language school inright under the marker for 'Jakarta'!
Jakarta are as follows (1=most important, 5=leastThere's convenient access for the residential areas of
important):Jakarta, as well as the main central office districts of
1.Experienced, fun teachers.Sudirman and Kuningan.
2.Range of support services and facilitiesAim's classes are small (usually 6-8 students), so
3.Comfortable learning environmentstudents receive plenty of personal attention. Out of
4.Reasonable priceclass, students can contact teachers via email or sms
5.Close to home/office7 days per week, and teachers make themselves
Where can all of the students' needs be met?available for casual conversation in the café as
With so many schools and so many teachers, Jakartaoften as possible.
already caters for each of the above mentionedAim also features an impartial 'Overseas Study
factors. However, very few institutions are able toInformation Centre', where students can find out about
offer them all and more besides. The new player onoverseas study, get help with applications, and receive
the language school scene in Jakarta is 'Aim foradvice on the complicated enrollment and student visa
English', a small Manggarai-based centre offering 'theprocess
personal touch', as well as courses, services andSo finally it seems like people looking for a quality
facilities currently unparalleled in Indonesia.language course which delivers 'the personal touch'
Innovative language solutions(while embracing the future) can find what they're
1.Experienced, fun teachers.looking for in the heart of Jakarta. has details of staff,
Aim for English (Aim) has teachers from Indonesia andcourses, facilities and current special offers.
from English-speaking countries. They all have severalLook for the forum too; it's a chance for anyone to get
things in common: - Internationally recognizedfree online advice from the English language experts.
qualifications, years of experience of teaching EnglishContact: for more information.
to Indonesians, and genuine passion for the English