Technology for

Everyone
In Apple we believe

Sanjana Reddy
Shefali Mahajan
Fatima Gamino
Yandiret Manzanares
July 27, 2015

Apple Logo (Apple, 2015)

Table of Contents
Introduction and Background
1
Guatemala
Pencils of Promise
Proposal and Plan
3
Benefits
Risks
Marketing
Timeline
Staffing
7
Budget
8
Authorization
10
References
11

Introduction and Background

In this modern era, education has become a necessity. Everyone
dreams of a good career with at least a reasonable living. It is a great
investment a person can make to have a better future. Almost every country
around the world provides education to its students but not all of them
provide computer education. This thought gave our team, The Optimists, an
idea to address this social issue: need of computers in schools in rural cities.
Our company, Apple Inc., would partner with a nonprofit organization, Pencils
of Promise, to provide computers to the schools they have built in
Guatemala.
America has accepted the need of technology in education. The use of
microcomputers in elementary and secondary schools grew from 30,000 in
1981 to more than 630,000 in 1984 (Education Turnkey Systems, Inc., Falls
Church, Va., 1985). This shows that computers have become an essential
part of our daily life. We need computers at work, school, business
transactions, banking, and in many other fields. Computer education has
many benefits: it increases a persons overall performance, students
creativity, innovation skills, influences career aspirations, and makes work
more convenient and faster. According to Lewis (2015), if students who are
3-4 years old are taught how to use a computer, it enhances their
abstraction, intelligence, nonverbal skills and long-term memory.
Technology and education go along with each other. The combination of the
two saves time and makes work easier for teachers and students. According
to the article Computers and education in the 21st century by Ortega,
Bravo & Netlibrary (2002), if students work in a group together, they can use
various computer tools, such as email, Microsoft Office, and many others.
The article also explains that these tools will help the students present their

ideas and have a better communication with one another (Ortega, Bravo &
Netlibrary, 2002).
Guatemala
Guatemala is located in Central America, bordering the North Pacific
Ocean, between El Salvador and Mexico. Central Intelligence Agency (2015)
states that Guatemala is an underprivileged nation that battles in various
aspects of health and development, including infant, child, and maternal
mortality, malnutrition, literacy, and contraceptive awareness and use. This
is one of the reasons why we, The Optimists, are interested in Guatemala.
Since they struggle in many areas, The Optimists would like to help this
country. We believe that children are the future and would like to expose the
Guatemalan children with better technology. As Global Education Fund
(2015) stated that almost a quarter of Guatemalans are illiterate, ranking
Guatemala 174 out of 194 countries in terms of literacy rate. This shows
that literacy is one of the main concerns of Guatemala and the following
figure, Figure 1, shows the net enrollment of poor and non poor students at
different school levels.
(Figure 1)

Source: Edwards, J. (2002, February). Education and Poverty in Guatemala.

Retrieved from
http://datatopics.worldbank.org/hnp/files/edstats/GTMwp02.pdf
Pencils of Promise
Pencils of Promise, also known as POP, is a non-profit organization,
started by Adam Braun in November of 2008. POPs goal is to have every
child educated around the world. All of the money raised by this organization
goes directly into programs focusing on educating children. These funds are
raised through individual contributions, events, and donations from other
companies. A significant portion of the money goes to building and providing
expenses for schools, and a small portion of the money goes to management
and fundraising. The website of Pencils of Promise (2015) indicates that POP:
Constructed more than 300 schools.
Helped more than 31,000 students.
Supported more than 300 teachers (Pencils of Promise, 2015,
Programs, Teacher Support).
This project fits our company, Apple, because we manufacture laptops,
iPhones, iPads, smart watches and other related products. Many schools
around the world use Apple laptops or computers. But there are many rural
cities where children are not aware of computer education. Therefore, our
company would send waged workers and volunteers to Guatemala to install
computers in ten schools built by Pencils of Promise. This way students would
learn basic/intermediate/advanced computer skills, software applications,
and Internet usage.

Proposal and Plan

The Optimists are proposing for Apple to partner with Pencils of
Promise, and provide computers for ten schools in Guatemala.
We recommend Apple to provide ten Mac desktops, a printer, and a
scanner for each of the ten schools built by POP in Guatemala. If the
resources needed for the proposal were granted, we would also provide
adapters for Wi-Fi and security for the computers. Five Apple computer
technicians would travel to Guatemala for about a month to set up the
computer labs in the ten schools. Ten Apple volunteers would be present in
each of the schools for a month to teach the Guatemalan teachers the basic
computer skills. Then, Guatemalan teachers will be ready to teach the

students. The teachers at any time will have access to contact an Apple
technician if they have any questions regarding the computers.
Benefits
This project will provide many benefits to our company, Apple Inc.
Some of the benefits include:
Tax Returns: by doing a social service, Apple can save money with the tax
returns.
Good Reputation: if Apple provides computers to the underprivileged children
in Guatemala, people will notice Apples goodwill.
Raise Profits: the computer labs raise awareness of iMac to children at a
young age and as the children grow up they are more likely to buy Apple
products, because they are used to operate Apple products versus others.
Brand Recognition in Guatemala: the children will be using Apple products;
therefore, Apple will have brand recognition Guatemala.
Risks
There are risks that Apple should be aware of if they accept this
proposal.
The risks are:
Theft: Apple products are expensive, and there is always a risk of theft.
However, we are planning to provide security locks for the computers. There
will be also secured windows and doors to prevent theft. In order to have
extra security, we are considering hiring a security guard if the computer
locks are not enough.
Wi-Fi: the schools are located in rural areas in Guatemala where Wi-Fi is not
available. So Apple would provide Wi-Fi adapters for access.
Location: since this is an international project, there will be additional costs
such as, traveling costs for employees, and other miscellaneous costs.
Language is a barrier, because Guatemalas main language is Spanish.
Therefore, the priority of volunteer selection will be given to the bilingual
(Spanish and English).

Marketing
Apple is an amazing company who cares about childrens education,
not just here in the USA, but in many international communities where they
do not have the resources to do so. Apple is not only bringing computers to
these communities, we are making sure that the teachers and children learn
how to use our computers to help them succeed in their future. The United
States is very advanced in technology these days. The most common
marketing channels are social media, advertisements, and television shows.
Our recommendation to Apple is to use some of these options to advertise in
the United States. People will be able to see the results if this project,
Technology for Everyone, is implemented.
Since Apple will be new in Guatemala, we need to raise awareness of
this project, Technology for Everyone, and the company itself. We would be
using similar advertising techniques in Guatemala that we recommended in
the United States. The poverty level of these communities is very high. The

best advertisement channels that we propose for Apple to use in Guatemala

during this project will be flyers, newspaper, some social media, and
television shows. By using these marketing techniques, Apple would be
communicating to these communities and tell them who we are, where we
came from, and what we will be doing to help them.
Timeline
July 27
Suggest Apple to conceptualize our proposal.
July 28-31
Review awarded fundings, to make sure that we dont have to make any
adjustments on our budget.
August 3-7
Create a group of three or four employees to help us with our next duties and
work with collaborators.
Meet with Pencils of Promise to inform them about our proposal, and get
contracted partnership with Pencils of Promise.
August 10-14
Start communicating with school officials in Guatemala, to collect necessary
data.
Start planning how our computer labs will be elaborated at each school that
we chose.
Propose Apple and POP to start making some type of Advertisement in the
USA and Guatemala.
August 17-21
Suggest Apple to travel to Guatemala to visit the schools and the areas
where these schools are located. This activity will help to collect valuable
information, for example knowing all the materials that will be needed for
this project.
While in Guatemala, it would be a good idea for Apple to visit their retailers
in Guatemala.
August 20-24
Suggest Apple to send the computer technicians and volunteers to
Guatemala for a month.
After visiting Guatemala, and having the order ready at the retailers office,
we suggest Apple to send the computer technicians and volunteers to
Guatemala for a month.

After having our security set and the computer labs ready, we suggest to
start installing our computers, printers, and any other devices needed.
Inspection by the employees at the schools and start installing security locks,
doors, and windows in the schools.
August 27-31
Start installing our computers, printers, and any other devices needed.
Employees and volunteers would revisit schools every day to make sure
everything is working correct.
September 1-25
Volunteers would stay in Guatemala to teach the teachers how to use the
computers and printers, that way the teachers can then teach the students
how to use the computers.
September 28-30
Teachers would be ready to teach their students how to use the
computers and Apple employees would return back home.
We recommend Apple to stay in contact with POP and the
officials at the schools, just to make sure everything is working well.

Timeline Chart
(Figure 2)
Date
July 27-31

August 3-14

Description
* Receive approval from Apple
* Recommend Apple to conceptualize our proposal
* Review awarded funding
* Create a group of three or four employees to help us
with our next duties
* Start communicating with school officials in Guatemala
* Get contracted partnership with Pencils of Promise
* Start planning details for this proposal
* Start advertising our proposal, Technology for Everyone

August 17-31

September 125
September
28-30

* Visit schools and Apple retailers in Guatemala

* Start preparing employees
* Make orders and book airfares
* Send our computer technicians and volunteers to
Guatemala for a month
* Inspect all schools and start installing security locks,
doors, and windows in the schools
* Install our computers, printers, and any other devices
needed
* Revisit schools to make sure everything is working well
* Teach the teachers how to use the computers and
printers
* Apple employees would return back home
* We recommend Apple to stay in contact with POP and
the
officials at the schools, just to make sure everything is
working well

Staffing
(Figure 3)

Current employees from Pencils of Promise and Apple Inc. would

contribute to this proposal. The Optimists would like Pencils of Promise to
allow the Apple volunteers to work with their teachers at each school for a
month. The Apple volunteers would be knowledgeable employees who know
the essential functions of an iMac. Apple would also provide computer

technicians that would install the computers and the iMac locks for security
reasons. The Apple computer technicians and volunteers would also help
with the installation of the security doors and windows. The teachers of
Pencils of Promise would be part of staffing as well, because the Apple
volunteers would train them for a month about the essential functions of the
iMac. Then, the Pencils of Promise teachers would teach the students how to
use the computers and programs in it, after the Apple volunteers have
finished training with them. Apple would provide 15 employees, and Pencils
of Promise would provide 10 of their teachers for training for a month.

Budget
(Figure 4)

Computers
Most of the costs would incur from providing the computers to the
schools.
Travel and Expenses
Apple would provide travel expenses for the 15 employees.
Advertisement
Marketing would include any advertising we would do. For example,
we want to use newspapers, flyers, and social media. The Optimists decided
5% of the total cost would be enough to cover the marketing aspect of our
proposal.
Security

There are always risks involved, therefore we want to have security

locks, doors, and windows to insure the computers are safe. Schools would
need Wi-Fi to access the internet, so we want to provide five USB wireless
adapters at each school.
Miscellaneous
There are always additional expenses that could come up in the future;
therefore a miscellaneous section was added. For instance, if a computer
needs repairing, the cost can be added to the miscellaneous section.
Total Cost
Our total will be roughly $150,840 which may change.

Authorization
I approve the Technology for Everyone proposal and am willing to provide
The Optimists the total cost of $150,840 for this proposal. I am aware of all
the risks and benefits that this proposal may bring to Apple Inc.
_________________________________
________________
Tim Cook
CEO of Apple

Date

References
Apple. (2015). Apple Info. Retrieved July 27, 2015 from
https://www.apple.com/about/
Central Intelligence Agency. (2015). Guatemala. The World Factbook.
Retrieved from https://www.cia.gov/library/publications/the-worldfactbook/geos/gt.html
Education Turnkey Systems, Inc., Falls Church, VA. (1985). Uses of Computers
in Education. Washington, D.C.: Distributed by ERIC Clearinghouse.
Edwards, J. (2002, February). Figure 1. Education and Poverty in Guatemala.
Retrieved from
http://datatopics.worldbank.org/hnp/files/edstats/GTMwp02.pdf

Global Education Fund, (2015). Guatemala. Retrieved from

http://www.globaleducationfund.org/guatemala/
Lewis, J. (2015). Importance of computer education to students. Global Post,
Retrieved from http://everydaylife.globalpost.com/importancecomputer-education-students-13011.html
Ortega, M., Bravo, J., & NetLibrary, Inc. (2002). Computers and education in
the 21st century. New York: Kluwer Academic.
Pencils of Promise. (2015). Pencils of Promise. Retrieved from
https://pencilsofpromise.org/
Pencils of Promise. (2015). Programs, Teacher Support. Retrieved from
https://pencilsofpromise.org/programs/teacher-support/
Freepik. (2015). Colorful Arrows. Adapted from
http://cn.freepik.com/index.php?
goto=41&idd=679781&url=aHR0cDovL3d3dy5mcmVldmVjdG9yLmNv
bS9jb2xvcmZ1bC1hcnJvd3Mv