優達創意教育──教育產品數位化商業模式的選擇

Dr. Kids Creativity Education—Choice of Business Model for Digitizing Educational Products

優達創意教育是一家成立於2009年的微型企業，商業模式為開發科學教育、數學桌遊及積木等創意課程，與小學及其他機構合作開辦課後社團和營隊，派遣講師前往教學，透過提供教學服務以獲利。連同創辦人僅七人的工作團隊，每年創造超過一千一百萬的營業額。雖然過去十年來，政府持續推動線上教育，但直到2021年COVID-19本土疫情爆發並延燒一年多後，臺灣消費大眾對於教育商品數位化才開始有較高的接受度。優達在2021年開發同步線上課程獲得市場肯定後，希望透過推出非同步課程來開創企業新的局面，然而優達缺乏技術，在數位轉型路上勢必透過與外部合作來達成。如何透過分析潛在市場及各種合作模式的成本和收益，來進行最適商業模式的選擇，是本個案討論的重點。

Dr. Kids Creative Education is a micro-enterprise established in 2009. Its business model is to develop science education, math board games, and building block sets by leveraging its strengths in creative curriculum design, and to operate after-school clubs and camps in partnership with elementary schools and organizations, sending instructors to teach and profit from providing teaching services. The team of just seven members, including the founder, generates over TWD $11 million in annual sales revenue. Although the government has been promoting online education for the past decade, it was only after the local outbreak of the COVID-19 epidemic in 2021, which continued for more than a year, that Taiwan’s consumers began to be more receptive to the digitization of educational products. After developing synchronous online courses in 2021 and gaining market recognition, Dr. Kids hopes to open up new prospects for the company by launching asynchronous courses. However, lacking the technology to do so, the company will have to work in cooperation with external partners in order to achieve the digital transformation. This case study focuses on how to make the best choice by analyzing the potential market and the costs and benefits of various cooperation models.