Target Markets

Several target groups or sub-groups with similar characteristics are given below. Note that such
information remains empirical; no market research was done, nor a survey of current participants (not realistic for now with a too small sample). None was performed in 2018-2019.

In the framework of this experimental program, one must consider three main goals:

  1. Practice spoken French, regardless of the initial familiarity with the language
  2. Improve one’s practice of spoken French, thanks to group interactions (other participants
    at comparable levels) and to the recording of each person used for feedback
  3. Broaden one’s awareness of the French culture, not limited to France as a country by itself

Program Start (Spring 2019):

  1. Students at Evergreen State College (prior/current French students) as well as others with
    various majors and
  2. Slightly older community members with childhood to young adult French speech practice. In some cases, those may have not always received formal language training at younger age; such individuals might have parents with itinerant jobs in places, where French was one spoken or familiar tongue

Both subgroups wish to practice how to speak fluidly, how to grasp the contemporary side of
the language, and find better ways to communicate with natives or fully bi-lingual persons.

Those wishes point to other potential market segments:

  1. West Europe-bound travelers (need for basic tools and may want more)
  2. Visitors to smaller French speaking territories outside of Europe (Caribbean, Tahiti etc..)
  3. Visitors or seasonal job seekers to smaller French speaking settings: a) Club Med resorts; b) Language-focused workshops (travel clubs, adult schools, community colleges and universities) and c) Immersion centers in Canadian provinces or West African countries

First Year (12 Months Later):

Other niches were identified in the first year, as given below. In South Sound, such “sub groups” are very small in size (in part due to the isolated geography and fairly small population base).  Such niches include :

College students, desiring to work or study in France and needing to demonstrate a good understanding (how to express themselves, listen and respond to others, how to retain new material gained verbally) – thus demonstrating readiness for such opportunities and aptitude to gain greater urgency via “on the ground” immersion and

Mostly young adults to seniors with prior involvement with Alliances Françaises (language + cultural venues + book or movie clubs, small group trips offering partial immersions).

Challenges in reaching out to existing markets (expected growth) or new markets (may need different outreach and custom tools) – What is making it difficult for a new person to decide to sign up and come on board?

Examples of potential obstacles are identified below:

  1. Not eager to try unfamiliar approach and working with other people, potentially lacking much in common to work as a team
  2. Lack motivation for taking the initial screening test (prerequisite)
  3. Fear of not being good enough to grasp the interaction with others
  4. Worry about “working in opposite directions” since new program steps apart from the more traditional French class, i.e. “safe haven”
  5. Frustrated that this approach is not recognized in colleges or universities; beyond no credits, it lacks recognition on job market
  6. Prefer “ready to go” apps over more self-initiated approaches to read & interpret written media & deal with substance (without the risk of spoon feeding)
  7. Lack self confidence for improvising or speaking in front of others or fear of awkward situation

Target Market

Already Tapped Into

Not Yet Tapped Into

TESC Students



Other College Students Planning to Work or Study in France



Community Members



People w/ Prior Alliances Francaises Experience



Travelers: West Europe



Travelers: Non-European French Speaking territories



Club Med Resorts



Language-focused workshops



Immersion Centers in Canada or West Africa



South Sound Retirees




+ Markets are currently participating; growth in such markets is desired in near-term

* Prospective markets have not participated; their involvement is seen in the next 5 years, in part with the launching of the new website in summer 2020

Near-Term STATUS


OLY Parle began with basic near-term objectives, relying upon a small library of French adult and children’s books, secured from French bookstores, used book stores and monthly subscription to French magazines as well as English publications about France.  Also present have been samples of postcards (tourism, art et advertising) and commemoratives from the French post office. 

The acceptance has mostly been based on the college community response, i.e. Evergreen, and other. Also the ability to offer small sessions tailored to individual proficiency levels has drawn other participants.  

Those variables will be impacted by the summer 2020 launch of the new Web site.  But it is too early to assess timing or magnitude of potential changes.

Social Media to date

In the first year for the outreach (except for the Evergreen job and internship posting), no social media tools were used.  Some tools were used for translation and showing the unique accents.

Translate: One application for some members has been the use of an e translator from English to French and vice versa (example: google.com/search) .  For the most part, such a tool is time-efficient and relatively accurate.  Yet, when faced with too many options to translate a single English word, it becomes risky to rely on automation.  

A companion software (Linguee.fr for English to French) has a built in dictionary with select phrases; such a tool is better adapted to an academic setting, since it becomes even more detailed than the traditional bi-lingual dictionary.  The knowledge of the language prevails especially coming from a French native or a person with extensive immersion stays overseas or a special setting.  

Accents: A special tool (French.typeit.org) allows the users to add accents fairly quickly onto a text logged on with an English keyboard; still the software does not recognize any French word, so users must know which characters need an accent and which one to insert.

Mid-Term Plan-OLY Parle

The outlook toward potential changes to the OLY Parle program suggests four different action items.

a) Size: How to increase the participation at OLY Parle sessions?  Growth could be partly the consequence of the pending new Web site.  It might also stem from outreach to new target markets (such as seniors or travelers).  In line with the college calendar at Evergreen, there are more inquiries at the start of each quarter.  Having other members on board could help to stabilize demand.

b) Operations: How to cater to more participants and keep the current space arrangements with two downtown bookstores? Having such cost-effective agreements makes it possible to offer one weekly session at each site.  Expanding the demand by 25% would remain viable at one site; but trying to hold 3 sessions a week at current sites (one being in transition until summer 2020) might create space conflicts with other activities, held in same community meeting rooms.  

A related factor, if extra sessions are required (more enrollees and wish to keep size of each group manageable) is to expand the volunteer base.  This means staffing by up to 2 volunteers willing to take on such part-time tasks.  It would warrant training and coaching.

c) On Line: Can we as a volunteer organization develop and update the e-library? This would be a gradual change, based on the availability of e-resources. With bi-lingual sources, one must take into account the publishing rights of contemporary authors and current news media writers.

The rules for international consumers differ among the two countries (Amazon-USA and Amazon-France).  In spite of such constraints, one might also offer visual, audio or video elements to supplement the print tools and build an expanded on line library.

d) Space and Technology:  Should we consider a new, permanent space to house the sessions (more participants enrolled) and other related French educational or cultural events (public at large)?  Market for the latter is not well known.  While on line communication options have become very common, for this speech based program, face to face exchanges remain paramount.   Besides speaking and listening (both can be done on line), the watching, observing and interpreting the non verbal elements is key to understanding in the moment.  In contrast spontaneity is diminished on line.  Some participants prefer direct face-to-face communication for the language understanding.

Moving away from current meeting rooms, while those are not incurring large expenses, could not have been envisioned until recently.  In view of the COVID-19 protocol, the sessions have recently been held exclusively via ZOOM remote meetings.  Most attendees have relied upon the audio mode and have not used the video mode. One advantage of the ZOOM method is there is no need for a larger or a permanent space. Future use of color graphics and animation (similar to hand outs at in person meetings) as well as use of chat rooms, would make ZOOM an attractive substitute to in person meetings.  Influx of credits (public or private) toward the technology enhancements in the virtual setting. More training or on line coaching would facilitate gradually moving into such new direction for the long-term (2022).