Parágoun comes from the Greek "They produce" (or bear, yield, grow, fruit). It is also a play on words for Paragon in english meaning "a perfect example"
As a company we provide 'real life skills' training to children leaving prep school age (13 years) and at secondary age (primarily 16-18 year olds). These skills are designed to allow those children a fast start in both their career but also how they live their lives.
The trainings are around topics such as productivity, team dynamics, communication skills, business skills, lifestyle choices, entrepreneurship, handling and valuing failure.
The sessions are delivered by two trainers at a time: one with a teaching profession background, the other with a high end commercial/business/organisation background (e.g. ex Procter & Gamble, Coca Cola, BP, Citibank, McKinsey, British Army) - I.e. people with real life experience of the topics being taught.
The style of the sessions we run is highly interactive. No boring bullet point presentations. What is presented will be visual and using multi-media. The sessions themselves are completely interactive and on average over half of each session will be the children doing real life exercises and case studies so that they practice for themselves.
In a fast moving world where technology, messages and choices come thick and fast every second, we teach children how to filter, choose and act on the world around them.
Our customers that are doing the actual paying are schools and not parents/children. The schools that we target are high end private schools that charge sizeable tuition fees, usually as part of an international school chain/group. Thus we need a premium feel. The decision maker to sign up to our product is usually a school head, or the CEO/MD of a group of schools. An example of a schools group that we are targeting is Nord Anglia (http://www.nordangliaeducation.com).
The teaching/schools profession as a whole is quite conservative and hence we need a careful mixture of sophisticated (for the customer) but still with a little bit of the energy and dynamism associated with children.
At this stage the company is a complete start up. There is no clear brand equity or identity. However, there is almost no one in this space at the moment and so there is the chance to start from scratch.
If I was to describe the brand we want to create then:
Values (what we believe): Everyone should play to their strengths (and everyone has a strength), There are many different ways to be successful, Children need to learn how to live (how to be happy)
Personality (how we do it): Genuine (real life), Engaging (involving people), Inspirational (opening children's eyes to their own potential).