The whole World, except for France and North Korea, has voted for English to become the Lingua Franca, a Global Language. In Australia, many of us are lucky to born into English Speaking families and some are lucky to have bilingual parents. However, there is a substantial gap between the number of people wanting to learn English and the number of Schools and Teachers able to meet supply and demand. Then there is the cost, with many of the available programs costing thousands of dollars, either up front or with fee-help. With so many citizens, residents and would-be resident migrants unable to afford the steep fees for English Language Centres (ELCs), it is hardly surprising that official figures show that over half of workers in Australia are functionally illiterate.
This lack of Equity is the challenge that I propose to face with my business, English for Life, providing affordable Language, Literacy and Numeracy  eLearning solutions to those who would otherwise be unable to meet the high costs of ELCs. My first campaign has been to offer Online Tuition to residents and migrants for the Pearson Test of English (PTE), which is a pre-requisite for several occupations, tertiary entry and the Visa Points Test for Temporary or Permanent Residency. The language level required for these purposes is usually very high, often higher than most ELCs even provide for, so there is a market for language training and a desire for it to be compatible with work rosters that can go right around the clock.
Therefore, the need for a low-cost, flexible delivery, PTE Preparation Course with eLearning content is legitimate and growing. To offer some background to support this, we need look no further than Government policy changes over the past 5 years. Until 2011, the only English Language Testing System accepted for tertiary entry was IELTS, but PTE was added and has grown steadily more popular in Australia. Then, in late 2014, the Government passed legislation allowing PTE to be accepted for Visa purposes and the subsequent 15 months have seen a surge away from IELTs. 
The similarities and differences between IELTS and PTE are many as there is a large crossover and differing approaches, but the overwhelming difference is in how the two systems are examined and assessed. IELTS is usually an all day affair with as many as 500 participants doing 4 tests from 7am until as late as 5pm. PTE is a computer-based test, with only 12 participants at a time and takes less that 3 hours.
Therefore, E4L's approach offers similar test type materials for students to do at their computers and simulates testing conditions. Students can suit their study times to their work and home routines and are encouraged to get through as much material as they can. The resources are created, adapted and sourced to suit the study requirements, with each individual given a tailored plan based on their needs. Typical students range from those who've never done the test to those that have done it before and need a very high score, so the content and requirements are able to curated in such a way as to meet the immediate concerns of each student.
Overall, the methods and approaches that I employ are researched and proven through my academic studies in 2015-16 (Diploma TESOL, Graduate Diploma Adult and Vocational Education and Training) and in practice. However, it is the results of the students when they succeed that is the true reward and proof positive that I am helping my clientele to improve their lives. I'd do it for free if I didn't have to make a living. 

The single greatest obstacle to the project is in communicating the message to the target market. I'm not kidding, but outside of advertising, conversations with cab drivers have led to the most new students signing up. So far Facebook has been most effective in seeing who typically interacts with promotions, yet it has been an expensive exercise getting enough attention from the core group in the form of page likes that can be converted to specifically targeted to the friends of those active members.

Google Adwords generates much better traffic to the Website, however, very few conversions to paying customers. Gumtree, which has a history of fraudulent operators, is nonetheless the single most successful source of paying customers.
In short, the vehicles of promoting the business need to be streamlined and reflect better value for money. Probably number one on the list of priorities is further developing the business website, which although it has plenty of content and utility, is simply not converting visitors into clients or keeping their interest for further campaigns.