Association L'heure Joyeuse
Association L'heure Joyeuse is a Moroccan non-profit association founded in 1959 and headquartered in Casablanca, operating four programs — Education, Employability, Entrepreneurship, and Civic Engagement — that serve vulnerable children, NEETs, and informal entrepreneurs across 12 Moroccan regions through 12 facilities.
- Company typePrivate
- Founded1959
- HeadquartersCasablanca, Morocco
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Association L'heure Joyeuse does
Association L'heure Joyeuse is a Moroccan non-profit association founded in 1959 and headquartered in Belvédère, Casablanca, recognized as being of public utility (utilité publique) and operating across 12 of Morocco's 12 regions. It structures its work around four operational poles: Education (Non-Formal Education programs and the Ecole de la 2ème Chance Nouvelle Génération / E2C-NG second-chance school); Employability (the COIP — Cellule d'Orientation et d'Insertion Professionnelle — created in 2009 and based on the functional concept of competencies, plus vocational training tracks such as FAPAR for personal care of persons with reduced autonomy, Building/Industrial Electricity, Climate Engineering, Industrial Electromechanics, and Car Maintenance); Entrepreneurship (Project Lab for pre-creation ideation and Projet Up for post-creation acceleration, supporting 672 project holders and 818 entrepreneurs in recent figures); and Civic Engagement (association strengthening, SDG awareness, and policy advocacy).
The association's core technology is its competency-based functional methodology for youth employability and social integration, operationalized through proprietary program architectures: COIP for career orientation and labor-market insertion, E2C-NG for second-chance schooling, and the Lab/Up entrepreneurship pipeline. Programs are delivered through 12 physical locations including the Belvédère headquarters, multiple Youth Platforms across Casablanca neighborhoods (Sidi Maârouf, Nouaceur, Ben M'sick, Aïn Sebaâ, Roches Noires), training centers at Mkanssa and Tawfik Jadida, and branch offices at Bouskoura, Ouled Saleh, and Nouaceur, supplemented by rural outreach distributing 264,921 schoolbags and 5,785 means of transport. A separate testament to organizational influence was the 1996 spin-out of the BAYTI association for street children, co-founded with Terre Des Hommes.
L'Heure Joyeuse operates a hybrid revenue model typical of Moroccan non-profits of public utility: there is no charge to beneficiaries, and operating costs are funded through individual donations (100-500 DHS tiers via website and bank transfer to Attijari Wafa Bank), corporate CSR partnerships (Motul Corazon, BMCE Bank, Vivo Energy, Mondelez, Maroc Telecom, Akdital, Glovo, Cooper Pharma, Yasmine Immobilier), Moroccan institutional funding through INDH and multiple ministries/prefectures, and international grants from AFD, Swisscontact, Apprentis d'Auteuil, Drosos Foundation, MEPI, OIF, UNOPS, and Enabel. The association is led by President Leïla Benhima Cherif with a 12-member volunteer Board of Directors and is supported in strategic planning by PwC for the 2020-2025 cycle. Revenue is not publicly disclosed; documented beneficiary outcomes include 18,589 youth receiving guidance, 7,447 placed in jobs/internships/training, and 2,336 sensitized to entrepreneurship, alongside the Vigéo RSA (Responsabilité Sociale des Associations) certification held since 2012 — the first such certification awarded to a Moroccan association.
Association L'heure Joyeuse firmographics
Firmographics- Name
- Association L'heure Joyeuse
- Legal name
- Association Heure Joyeuse
- Website
- https://heurejoyeuse.ma
- Company type
- Private
- Founded year
- 1959
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Association L'heure Joyeuse is a Moroccan non-profit association founded in 1959 and headquartered in Casablanca, operating four programs — Education, Employability, Entrepreneurship, and Civic Engagement — that serve vulnerable children, NEETs, and informal entrepreneurs across 12 Moroccan regions through 12 facilities.
- Ownership category
- akta.pro rank
Association L'heure Joyeuse industry classification
Industry- Product category
- Youth Social Development and Employability Services
- NAICS
- Educational Support Services (611710), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813), Civic and Social Organizations (813410), Educational Services (611)
- SIC
- Services-Educational Services (8200), Services-Membership Organizations (8600)
- akta.pro primary industry
- Dropout Prevention, Alternative Education & Re-Engagement Nonprofits (BPAGADAL)
- akta.pro secondary industries
- NGO/Nonprofit Education Programs & Service Delivery (EDADALAC), International Development & Donor-Funded Education Programs (EDADALAB), Rural Livelihoods & Economic Empowerment (BPAGABAA), Youth & Young Adult Workforce Programs (Out-of-School Youth) (EDAAAOAD)
Keywords
Where Association L'heure Joyeuse is headquartered
LocationHeadquarters
- HQ city
- Casablanca
- HQ country
- Morocco
- HQ region
- Africa
Offices12 records
Markets served
Association L'heure Joyeuse business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Others
Revenue model
- Donations: Individual donations received through credit card and bank transfer. The association accepts donations at various amounts (100-500 DHS and custom amounts) via its website and through Attijari Wafa Bank transfers.
- Corporate Partnerships: Partnerships with private companies who support the association's programs. Partners include multinationals and local Moroccan companies across various sectors.
- Institutional Funding: Funding from government institutions including INDH (Initiative Nationale pour le Développement Humain), ministries, prefectures, and regional authorities.
- International Organization Grants: Support from international organizations including AFD, Swisscontact, Apprentis d'Auteuil, Drosos Foundation, MEPI, and various European development agencies.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Donation tiers for individual supporters |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels9 records
Association L'heure Joyeuse product offering
Product offeringCore offering
Association L'heure Joyeuse delivers free social-development programs to vulnerable children, youth, and aspiring entrepreneurs in Morocco through four operational poles: Education (Non-Formal Education and Second Chance Schools), Employability (COIP vocational guidance and FAPAR plus technical vocational training), Entrepreneurship (Project Lab and Projet Up), and Civic Engagement (association strengthening, SDG awareness, advocacy). Programs are funded by individual donations, corporate partnerships, government grants, and international organizations, and delivered directly across 12 facilities and rural outreach programs.
Product overview
Association L'heure Joyeuse is a non-profit social organization with four operational divisions: Education, Employability, Entrepreneurship, and Civic Engagement. The Education pole offers Non-Formal Education (ENF) and the 2nd Chance School New Generation (E2C-NG). The Employability pole provides COIP (vocational guidance and integration) and vocational training programs (FAPAR, Building Electricity, Industrial Electricity, Climate Engineering, Industrial Electromechanics, Car Maintenance). The Entrepreneurship pole runs Project Lab for pre-creation support and Projet Up for acceleration. The Civic Engagement pole focuses on association strengthening, SDG awareness, and advocacy. Youth are served through local platforms across Casablanca region.
Differentiator
Problem solved
Functional benefit
Products and services
- Education Pole (Pôle Éducation) Social and educational integration programs for children and youth in precarious situations, delivered through Non-Formal Education (ENF) and the Ecole de la 2ème Chance Nouvelle Génération (E2C-NG).
- COIP (Cellule d'Orientation et d'Insertion Professionnelle) Innovative vocational guidance scheme using a functional competency framework to strengthen NEET youth employability, including modules on job-search techniques, IT, French, communication, life and soft skills, savings, and entrepreneurship initiation.
- FAPAR (Formation d'aide à la Personne à Autonomie Réduite) Six to seven month vocational training program for young NEETs in personal-care professions supporting people with reduced autonomy.
- Vocational Training (Formation Professionnelle) Technical skills acquisition program in growth sectors including Building Electricity, Industrial Electricity, Climate Engineering, Industrial Electromechanics, and Car Maintenance.
- Project Lab Entrepreneurship program that selects project idea holders and provides accompaniment through the pre-creation phase of their projects, including business plan development and financing preparation.
- Projet Up Acceleration program for projects in the growth phase, offering services to ensure sustainability and evolution, including post-creation follow-up.
- Youth Platforms Local platforms offering listening, guidance, and support services across five Casablanca districts (Sidi Maârouf, Nouaceur, Ben M'sick, Aïn Sebaâ, Roches Noires) targeting vulnerable youth.
- Ecole de la 2ème Chance Nouvelle Génération (E2C-NG) Second chance school program providing training tailored to individual needs of learners who dropped out of formal education, with active participation encouraged in their own learning process.
Quantifiable outcome
- 18,589 young people benefited from listening and orientation services
- +9 more outcomes
Companies that use Association L'heure Joyeuse
Customer profileNamed customers11 records
Segments5 records
Ideal customer profiles4 records
Association L'heure Joyeuse technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Association L'heure Joyeuse partnerships and signals
Strategic signalPartnerships
26 partnerships are on record, tiered minor and core.
- Motul CorazonminorCorporate social responsibility partner supporting the association's youth empowerment programs.
- BMCE BankminorBanking partner providing financial support and services for association activities.
- Vivo EnergyminorEnergy company partner supporting social programs.
- Mondelez InternationalminorFood company partner for social responsibility initiatives.
- INDH (Initiative Nationale pour le Développement Humain)coreNational human development initiative launched by King Mohammed VI in 2005. L'Heure Joyeuse has been actively involved since its inception, implementing programs under INDH Phase 3.
- OFPPT (Office de la Formation Professionnelle et de la Promotion du Travail)coreNational vocational training authority partner for professional training programs and certifications.
- ANAPEC (Agence Nationale de Promotion de l'Emploi et des Compétences)coreNational employment agency partner for youth employment integration programs.
- CGEM (Confédération Générale des Entreprises du Maroc)coreEmployer federation partner providing business connections and employment opportunities for program graduates.
- SwisscontactcoreSwiss development organization implementing the Danish Arab Partnership Program (DAPP) with L'Heure Joyeuse since 2023. Second year of collaboration signed.
- Apprentis d'AuteuilcoreFrench foundation partner for the 'Najah' project supporting vulnerable youth education and integration.
- VigéocoreESG rating agency that certified L'Heure Joyeuse with the RSA (Social Responsibility of Associations) label since 2012.
- PwC (PriceWaterhouseCoopers)coreProfessional services firm assisting with strategic planning 2020-2025 and defining governance and management methods.
- Yasmine ImmobilierminorReal estate company partner for social programs.
- Cooper PharmaminorPharmaceutical company partner supporting health-related social initiatives.
- GlovominorDelivery platform partner providing delivery opportunities for beneficiaries.
- Réseau E2C FrancecoreFrench 2nd Chance School network providing methodology and best practices exchange for E2C program.
- Réseau E2C MaroccoreMoroccan network of 2nd Chance Schools for collaboration and best practice sharing.
- Prefecture NouaceurminorLocal government partner for regional programs.
- Prefecture Ain ChockminorLocal government partner for district-level initiatives.
- Prefecture Ben MsickminorLocal government partner for the E2C-NG school and youth platforms.
- Region Casa SettatcoreRegional council partner for Casablanca-Settat region programs, including planned collaboration for 2024.
- Handicap InternationalminorInternational organization for disability inclusion in programs.
- Maroc TelecomminorTelecommunications partner providing connectivity support.
- AkditalminorHealthcare group partner supporting health-related programs.
- Terre Des HommescoreInternational foundation that collaborated with L'Heure Joyeuse in founding BAYTI association for street children in 1996.
- Planète FinanceminorMicrofinance organization partner for financial inclusion programs.
Scale indicators16 records
Recent moves6 records
Expansion highlights5 records
Association L'heure Joyeuse competitors and assessment
Company assessmentBroad incumbents
- OFPPT (Office de la Formation Professionnelle et de la Promotion du Travail): Morocco's national public vocational training authority. A strategic partner of L'Heure Joyeuse but also a broader, government-backed incumbent that provides similar vocational training programs (Building Electricity, Industrial Electricity, etc.) at significantly larger scale.
- ANAPEC (Agence Nationale de Promotion de l'Emploi et des Compétences): Morocco's national public employment agency. Partner of L'Heure Joyeuse but also a much larger government entity providing employment services, job matching, and professional integration services to a similar beneficiary population.
Direct peers
- Bayti: Founded in 1996 with L'Heure Joyeuse and Terre Des Hommes as founding partners, Bayti is a Moroccan non-profit association dedicated to street children's protection and social reintegration. Operates with similar mission and target population in Morocco, with direct organizational lineage to L'Heure Joyeuse.
- Terre des Hommes Maroc: International foundation that co-founded Bayti association with L'Heure Joyeuse in 1996. Operates child protection, education, and youth development programs in Morocco with comparable target populations and intervention models.
- Réseau E2C Maroc: Moroccan network of Second Chance Schools (Ecoles de la 2ème Chance), of which L'Heure Joyeuse's E2C-NG is a member. Directly comparable in the alternative education and NEET reintegration space, with shared methodology and target beneficiary population.
- Fondation Drosos: Swiss foundation funding L'Heure Joyeuse's 'Empowering Neets' project. Funds multiple youth employability and entrepreneurship programs in MENA region with comparable methodology and target population focus.
- Réseau E2C France: French network of Second Chance Schools providing the original methodology that L'Heure Joyeuse adapted for Morocco. Directly comparable program model, target population (NEETs, school dropouts), and methodology, with an active exchange partnership.
- Fondation Apprentis d'Auteuil: French foundation focused on vulnerable youth education and integration. Direct partner on the 'Najah' project and operates a comparable international model of youth education, employability, and family support programs with similar mission and methodologies.
- Swisscontact Morocco: Swiss development organization implementing the Danish Arab Partnership Program (DAPP) with L'Heure Joyeuse since 2023. Operates multiple youth inclusion and employment programs in Morocco with similar NEET focus and methodology.
Others
- AFD (Agence Française de Développement) Maroc: French development agency funding the 'Najah' project and other L'Heure Joyeuse initiatives. Functions as a donor/funder rather than direct competitor, but operates comparable development programs in youth education and employability across Morocco through other implementing partners.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Association L'heure Joyeuse social profiles
Digital presenceAssociation L'heure Joyeuse compliance and trust
Trust signalCompliance2 records
Association L'heure Joyeuse financial estimates
Financial estimateRevenue estimate
Valuation estimate
Association L'heure Joyeuse leadership team
Management profileNumber of profiles
Profiles13 records
Association L'heure Joyeuse funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Association L'heure Joyeuse M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Association L'heure Joyeuse
What does Association L'heure Joyeuse do?
Association L'heure Joyeuse delivers free social-development programs to vulnerable children, youth, and aspiring entrepreneurs in Morocco through four operational poles: Education (Non-Formal Education and Second Chance Schools), Employability (COIP vocational guidance and FAPAR plus technical vocational training), Entrepreneurship (Project Lab and Projet Up), and Civic Engagement (association strengthening, SDG awareness, advocacy). Programs are funded by individual donations, corporate partnerships, government grants, and international organizations, and delivered directly across 12 facilities and rural outreach programs.
Is Association L'heure Joyeuse a public or private company?
Association L'heure Joyeuse is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Association L'heure Joyeuse founded?
Association L'heure Joyeuse was founded in 1959. It employs 11 to 50 people.
Where is Association L'heure Joyeuse based?
Association L'heure Joyeuse is headquartered in Casablanca, Morocco, in the Africa region.
How does Association L'heure Joyeuse make money?
Four revenue lines are on record. Donations are the primary driver. The others are corporate Partnerships, institutional Funding and international Organization Grants.
Who are Association L'heure Joyeuse's main competitors?
Broad incumbents on record are OFPPT (Office de la Formation Professionnelle et de la Promotion du Travail) and ANAPEC (Agence Nationale de Promotion de l'Emploi et des Compétences). Direct peers are Bayti, Terre des Hommes Maroc, Réseau E2C Maroc, Fondation Drosos, Réseau E2C France, Fondation Apprentis d'Auteuil and Swisscontact Morocco. AFD (Agence Française de Développement) Maroc is listed as an others.
Does Association L'heure Joyeuse have an API?
No public API is recorded for Association L'heure Joyeuse.
What industry is Association L'heure Joyeuse in?
Association L'heure Joyeuse's product category is Youth Social Development and Employability Services. Its primary akta.pro industry code is BPAGADAL, Dropout Prevention, Alternative Education & Re-Engagement Nonprofits, with a secondary code of EDADALAC, NGO/Nonprofit Education Programs & Service Delivery. Its NAICS code is 611710 and its SIC code is 8200.