With the opening of so many language schools, there is a lot of competition on the market. In order to attract your share of clients, you need something to stand out. It can be an additional language, for example Spanish or Italian, a lower price, or communication with native speakers. There are many small nuances to highlight and focus on.
To start with, we advise opening an English language course, as it is the most sought-after language among clients.
Another point is that you need to decide, even at the stage of drawing up a business plan language school as to whether you will issue any documents on the completion of courses and whether they will have an official value for employers. If yes, then you will need to get a license from the Ministry of Education and that is not an easy or cheap procedure.
In this article we will be looking at a slightly different format of work, namely your school will act as a tutor and focus on the end result obtained, without providing a certificate. Often adult clients do not need this paper, the main thing for them is to learn the language and get practical communication skills.
Before you start, you need to describe the portrait of the target client. They can be classified according to the purpose for which the client comes to your school. Usually they are:
preparation for exams – TOEFL, CALE, GMAT, IELTS.
Refresh your knowledge of your chosen language, e.g. English, and practise a little in class.
improve your speaking skills with the help of your teacher.
learn the language for your future career.
for general development.
for tourist travel and more.
Also consider the fact that you will need to schedule your classes wisely. You will have different types of groups:
morning groups. These are usually those who are not working at the moment and can afford to attend classes in the morning. The time is from 9:00 to 12:00.
Afternoon. These are usually schoolchildren and students who come to your class after school. The time is from 13:00 to 17:00.
Evening. This is where the main flow of clients will be concentrated. This is the time from 17:00 to 21:00.
The composition of each group ranges from 4 to 8 people. The main thing is to try to keep an even number of people in the group, this will allow for paired practical tasks.
On average it takes from 4 to 8 months for a client to learn English. Recruitment to groups is often carried out every month to a full load of teachers.
In drawing up a business plan for language schools need to take into account the planning and summer courses, because in the summer business activity falls, and tutoring services are less in demand. But still, groups are often able to be recruited. There is a certain seasonality in this business.
Another parameter to classify the target audience that will attend your language school is age.
Usually by age categories can be distinguished:
schoolchildren.
students and working class.
retirees who want to learn the basics of the language for travel.
Once you have considered all of the above facts and have a detailed portrait of your potential clientele, you can move on. Why is it so important to know who to target? Depending on this you will need to use different methods to sell your services. For example, if it is schoolchildren, you need to distribute leaflets near the school for their parents and make a website with a focus on teaching children. If it is a working class, you need to buy context and emphasise the convenience of the class schedule and the quick and high quality results. This approach will help to identify a narrow niche and not waste the advertising budget.