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story A world of learning Establishing a professional training business at the dawn of a global economic crisis may have seemed risky but, says Knowledge Academy Founder Barinder Hothi, understanding international markets continues to be the secret to its success. Photographs: Alun Callender factfile Sector: professional training Turnover: £24.2m Location: HQ – Bracknell, Berkshire Employees: 250 FT, 700 contractors Challenges: building credibility for a young brand Opportunities: an offering suited to global expansion Knowledge is power, so the saying goes, especially when you’re setting up a new business venture. And in 2009, just as a worldwide recession was rearing its head, Barinder Hothi and her husband Dilshad announced to astonished friends and family that they were leaving well-paid jobs to do just that. But they had a clear vision, had spotted a vacuum in the marketplace and, adds Barinder, were armed with an intimate knowledge of the industry. “We had expertise in both marketing and training requirements in both the corporate and public sector,” she explains. The timing proved to be perfect. The recession greatly increased the need for back-to-employment training, including government initiatives, and fuelled the business’s early success. “It has never been a static market, but we had an advantage. Our offering placed us in a perfect position to expand overseas – it meant we had immediate international reach,” Barinder continues. Live and breathe knowledge As the business has matured, understanding the marketplace 6 magazine | Issue 47 | hwca.com
continues to be paramount in staying one step ahead in a hugely competitive sector. Intrinsic to this was a decision two years ago to form the dedicated Knowledge Academy research team and send them into key international markets to study demographics, education trends, logistics and infrastructure, not only in training but in the overall business scene. “The business started out with hubs in the UK, but we have since moved into other English-speaking countries. They represent markets which are considerably larger than the UK,” Barinder says. Knowledge Academy’s remarkable growth has been driven by its focus on qualifications which have been developed for the government and government sectors, making them recognisable globally. “This means they have international credibility and translate well into other markets,” Barinder explains. “Knowledge Academy now has 200 centres around the world, but that is just the tip of the iceberg. The next step is to move into providing training in local languages.” A network of local expertise Doing business across borders brings its own unique challenges, from distinct training needs to diverse cultures, regulations and tax regimes. “Since we began working with the company in 2010, our relationship with Haines Watts has blossomed because it has been able to support us both in the UK and in finding suitable partners overseas,” she continues. “As we have grown from a small organisation and moved into overseas markets, Haines Watts has been there to make sure we remain compliant.” In a country like the US, where there is a vast number of competitors in the training arena, opening for business can be a daunting process. “There are so many questions. What kind of entity do you establish, how do you > Backing your business 7
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