The key step at the start is to know who exactly you’re selling to.
This sounds simple, but often tutors overgeneralise their market without knowing it.
“I am looking for parents who need tuition between primary 1 to jc2, English math science chinese”
Every 100 centres I consult with, I get at least 80 centres who will tell me this is their market.
That’s too general!
The result is that people don’t resonate with you, and they don’t end up signing up for anything that you offer.
Let me share with you a quick example of pinpointing the right market.
For example, offering tuition in general
Vs offering Secondary school tuition
Vs offering Secondary 2 tuition
Vs offering tuition for sec2 children scoring C in Science and looking to get a strong B to successfully stream into triple science stream in Sec3.
Do you see how the strength of the tuition services automatically improves as we narrow the market down?
One common objection is that the end-market might be too small.
Here’s a quick example to disprove that:
A brand we all know that starts with T, their initial positioning has always been for “elite students”.
The minority who gets the best only after they pass the entrance exams etc etc..
But do only elites end up signing up for their services?
No, almost everyone you know desires to get their child into T...
Marketing your tutoring services is essentially that way.
So ONE. Start with a clear and focused market.
So let me pose this question back to you again:
WHO exactly are you selling to?
In my Pinpointing process, I have a series of 16 questions to ask yourself to exactly pinpoint the type of parent and student, as well as their underlying problems -
Here’s 5 of them:
1. Which level/subject/grade combination is your ideal student?
2. What problems and pains do the students face?
3. What are the top 3 reasons they have not found a solution until now?
4. What do parents feel about their children (the student) not doing well? How aware are they of their child’s real problems and pains?
5. Do the parents/students want to be served by you and do you want to serve them?
In case I’ve not emphasised this earlier…
Tutoring is a unique market where the person who buys the service is NOT the consumer of the service.
And it gets more challenging when the parent and the student(child) both have different problems and perceived “solutions” to these problems.
This means you need to dig deep and pinpoint both the ideal parent AND ideal student you want.
One of the core things that will surface here once you’ve done it right…
Is the Real Underlying Problem (RUP) that they face… which you can solve.
When you know that, it clears the ground to let you then proceed to…