For the naysayers, an education agent like Rose Aydin epitomises the best of the agency profession. She takes an holistic view of educational placement, works with psychologists and clients are with her for the long-term, not one season. She told The PIE about meeting the Irish Prime Minister and other facets of her business.
The PIE: How did you become involved in the international education business?
GA: Actually I was a student and I attended student fairs and then… you know I had a really good connection with some of the college staff [attending] and because I spoke their language, we clicked and so they asked me to work for them at the fairs and from that moment on, I liked the industry…
The PIE: You said that you felt like you were changing people’s lives…
GA: Exactly, at that time I was going to graduate from college and then I was looking for my own opportunity. I realised that [this business] is helping people, making a difference in their lives and seeing them happy, answering their questions, understanding their needs and making analysis.
Those were the kinds of things that I found which were very important in my life, because when you help people you also help yourself. I started to have interest in learning more of other cultures and so I travelled to some other countries and I started living abroad. The more I learned the better I feel like I’m living and I’m a part of this world.
“It’s like the need to get out of their cage in a way – a golden cage”
The PIE: And tell me about your business, when did you start Future Education? In 2009?
GA: In 2009, right. I have a background in business administration, in managing information systems as well as HR, so I’m using all these things in my job. I t really also makes me feel like whatever I do it’s like it’s still working for me, so I feel like whatever I’ve done it wasn’t something that I don’t use. I just don’t put it in a waste bin, I use everything. So it gives me also another motivation.
The PIE: Right, and how many students do you send overseas?
GA: Ah well, actually for me what’s important is not the number of students, actually what kind of package I give to them, so for example for me a student may actually represent four different student programmes, let’s say my student first takes the English language or a different language and then goes to high school, then to university and we’re still in contact so it’s a lifetime programme for me. It is not about the number of the students.
“Whatever happens to me happens to my students as well”
The PIE: Is it true that the Turkish market is booming now?
GA: Oh definitely, definitely. Maybe because of the increase in population and also because of the increase of the incomes of families, the people have money but they don’t have time to spend with their kids, so they want their kids to be brought up in such a way that they learn the cultures of the world, travel, increase their self-confidence and be a member of the world.
So maybe they cannot do it when they simply are at home and have all the resources; it’s like the need to get out of their cage in a way – a golden cage – so I work with their parents and I’m working with their psychologists.
The PIE: Really, working with psychologists? So it’s a high-end service that you offer? [more>>]
GA: Oh definitely, definitely it is [a high-end service]. And it may be weird from an agent’s perspective because you know when they think of a business it’s like a one-time relationship but I look at things in the long run. I am interested in the word-of-mouth reputation and the customer’s intimacies which I’m good at, this is my strength.
The PIE: What sort of destinations or programmes are most likely to be chosen by your clients?
GA: Well, in most English speaking countries let’s say the USA, UK and there is a increase in Ireland actually because of similarities in cultures and I don’t know why but it’s just the way it is and people like Ireland.
“The Prime Minister gave you his business card?!”
The PIE: Since when did you see Ireland becoming more popular?
GA: Actually the Irish prime minister [met] us in Ireland recently in October and we had a meeting and …
The PIE: Really? When was this?
GA: In October, last year. It was the MEI [Marketing English in Ireland] workshop… [see The PIE coverage of his attendance here].
It was really nice and we had a chance to talk with the Prime Minister and I found the opportunity to talk about the problems that I had during the visa process because, you know, whatever happens to me happens to my students as well.
So I said if you want to increase your economy then you need to help. He gave me his business card, that was also flattering because…
The PIE: The Prime Minister gave you his business card?!
GA: Yes exactly… [laughs]. I never had experienced this my own prime minister! I’ll keep it as a memory. We have pictures together, he’s hugging me!
The PIE: Did the MEI workshop and meeting him, did that have a serious impact on the way you counsel about Ireland?
GA: Yes, definitely, definitely. If the Prime Minister acts like this then this means that his people are like that as well.
The PIE: So how do you see your business developing in the future?
“They need to have a list of not the names of the colleges but the changes that colleges make”
GA: People who really want to stand strong in the sector, they need to understand what the students want and they need to know and understand the business as well, so it’s not a matter of simply making contact with the student and the college and bringing them together. That’s a one-time client, but if you want to make a strong relationship, the next time clients want something else they should know that you’re the first person to go. So that’s one thing what I’m trying to do.
The PIE: You mentioned there are a lot of agencies in the Turkish market, how many agencies are there in Istanbul you think?
GA: Oh there are tonnes actually and plus travel agents also do what we do, so it’s a mixture of everything. I think between 50 to 80? You would find a lot, actually there would be individuals that don’t have companies who do this too, like I used to do it once.
Those who succeed will be the ones who take the risk of doing business and who will join the fam trips, try to explore the world and not simply send operational [staff] there. The business owner should [attend] each year and assess the colleges themselves, as to what kind of challenges do they have? They need to have a list of not the names of the colleges but the changes that colleges make.
