Feature interview: Eddie Yuan of North Shore International Academy
Export education dollars
like Gold for Economy
The Business Channel’s Aidan Bennett talks to Eddie Yuan of North Shore International Academy.
Unitec has recently made us all aware, through a high profile campaign, that they have opened a new North Shore Campus in Rothwell Avenue in Albany. Their commitment to the North Shore is heart-warming. But right alongside them on Rothwell is another tertiary facility, named North Shore International Academy (NSIA) that has been quietly growing over the past few years. This is a significant enterprise that very few of us will have ever noticed. This is also a business that brings in tens of millions of dollars annually to our economy.
NSIA was established at Wairau Road, Glenfield in 2001 by Eddie Yuan with a vision to provide global education. Eddie, who is originally from China, was fresh from a stint of eight years in Japan when he came to New Zealand. He completed a Bachelor of Information Technology Degree while in Japan. NSIA was initially launched as a language school for overseas students. The focus changed and enhanced with a vision of global hospitality education in 2004 when he teamed up with Otto Groen QSM, a pioneer of the New Zealand hospitality industry. NSIA has grown to become a nationally and internationally recognised private training establishment, specialising in hospitality, culinary arts and business education. The culinary component was added in 2005 and the resultant rapid growth of the business demanded bigger premises and enhanced infrastructure. So Eddie purchased the site in Rothwell Avenue, had it fully refurbished to meet NSIA’s specific requirements, and moved the entire operation from Wairau Road to Albany. A second NSIA campus was added in Hobson Street in the city in 2007 and another opened in Symonds Street (also in the city) earlier this year. Over 1000 students, mainly international, are spread across the three sites. There are over 70 staff employed to support the students and their learning goals to work internationally in the hospitality industry. “NSIA is not just about an education business - it is a student- focused tertiary institution working towards students’ achievements and outcomes. NSIA adds value to their aspirations” explained Eddie in early August when quizzed on the strengths of the business he has grown. “We are committed to high quality education and we have a well experienced teaching team who are passionate about passing on the skills and knowledge that they have acquired in their working lives. “Most have been employed in some of the world’s leading restaurants and hotels,” Eddie observed with a passion. What happens to the students when they complete the course is just as important to us as the growth of our business. This is why we also place a huge emphasis on having a strong career team to help them on their way as they prepare for graduation.”
NSIA’s students come from over 30 different countries including China, Korea, India, Japan and Thailand. There are also a small number of New Zealand students. As the fees for the international students are paid 100% by the students, NSIA does not fully rely on government funding like many other institutions.
NSIA is a finalist in the export category of the Westpac Auckland North Business Awards for 2011. They have won the 2010 Westpac Business Excellence Award (Excellence in Marketing), 2009 Westpac Business Excellence Award (Best Emerging Business), and 2006 Westpac Business Excellence Award (Excellence in Hospitality & Tourism) previously.
“We decided to enter the Export Business Awards in 2011 in memory of Otto (co-founder Otto Groen) who sadly passed away last year,” explained Eddie Yuan. “We are determined to win this Award to honour his efforts for the industry and this Academy. He had passion and commitment for export education in this country.”
When asked about providing any advice for other business people, Eddie says “All I would say is that we should be thankful for the great business environment we have in New Zealand. It is great. I find that having a good strategic plan and committed human resources are a very important part of our business. It is essential to have the right people.”
What mistakes have been learnt from along the way?
“No real big mistakes. But what I have realised is that it is very important, if a mistake is made, to correct it quickly and regard it as an opportunity to improve,” says Eddie.
What sort of advertising and marketing activity does NSIA do?
“We do some advertising in international markets. We have a marketing team and we equip them well. They attend conferences, exhibitions, workshops and trade fairs. One of our strongest marketing tools is word of mouth recommendations from our students. That is why it is important for us to focus on the outcomes of the graduates. To provide quality education and then ensure we have strong follow through so they move on in their careers. Our good marketing outcomes mean that over 90% of our intakes are as a result of referrals.”
What are Eddie Yuan’s long term goals for NSIA?
“To continue to build a solid international reputation for the business and to continue to promote New Zealand as an education destination in overseas markets, and to grow the export education industry in this country. This will all be good for the growth of our business and will benefit the NZ economy.”
Eddie Yuan is eager to point out that he loves the life on the North Shore. It is the only place he has lived in New Zealand. He lives close to the Rothwell Avenue campus at Albany with his family. For that reason, NSIA looks set to remain part of our local North Shore economy for many, many years to come.
Contact: Eddie Yuan, North Shore International Academy, Email: eddie@nsia.ac.nz,
Visit: www.nsia.ac.nz
