2015 Profitability Conference

2015
Profitability
Conference
Drive to $35,000 with EDGE
Today’s Presenters
Darcy Webb
Anne Schramm
Susan Valverde and Jessica Galloso
Rand Bleimeister
Sylvan Edge Programs
Darcy Webb
Federal Way, Washington
Franchisee
Robotics P ilot
Building Incremental Revenue
• Why $35,000? Because it’s totally doable.
• What happens once you reach $35k in EDGE revenue?
1. You have $35,000 that you wouldn’t have otherwise had!
2. Franchisees who signed the Agreement and have EDGE
revenue exceeding $18,000, will get a $500 Development
Discount for 2018 and 2019.
3. Each territory that achieves greater than $35,000 in
combined Math Edge and Sylvan Edge cash revenue will
have their SylvanSync session fee reduced to $2
beginning the month after achieving the $35,000
threshold, through the end of 2015.
• Territory, NOT center
Robotics, Coding and Math Edge Classes
• Over the course of the year, if you offered:
Course
#Offered
Price
Students
Revenue
Robotics
15
$175
10
$26,250
Coding
8
$250
5
$10,000
Math Edge
6 months
$125/mo
10
$7,500
$35k!
ROBOTICS COURSES: 10 students @ $175
CODING COURSES: 5 students @ $250
Scheduling Robotics & Coding
Can I really fit in 23 courses in one year?
Check out our four sample schedules!
• Create your own by going to SLClink > Sylvan Edge
> Robotics & Coding > Sample Schedules
Parent Pay
Robotics and Game Design
Anne Schramm
Napa, California
Center Director
Edge P ilot
Robotics Camps using LEGO®
Game Design Camps
Training and Preparation
Sylvan Edge Main Goals:
Strengthens our core tutoring business by attracting families to Sylvan
Addresses consumer needs and price points outside of Sylvan's core tutoring business
Drives growth and increases market share
1.
2.
3.
Teacher selection is the key!
Pricing – set schedule for the year
Customer target- current and new families
Robotics Camps using LEGO®
Game Design Camps
Training and Preparation
Sylvan Edge Main Goals:
Strengthens our core tutoring business by attracting families to Sylvan
Addresses consumer needs and price points outside of Sylvan's core tutoring business
Drives growth and increases market share
1.
2.
3.
Teacher selection is the key!
Pricing – set schedule for the year
Customer target- current and new families
Robotics Camps using LEGO®
Game Design Camps
Marketing
1. Target Customer base – reach
backward and forward!
2. Grassroots/local marketing
3. Demos – put yourself out there
Student Name
Grade Parent name
email address
phone number
Mia Andrilla
4th
Ana Andrilla
[email protected]
Bea Balbuena
3rd
Milton Balbuena
[email protected]
707-501-4089
Giorgio Baldini
3rd
Caroline Baldini
[email protected]
707-812-3442
Mario Galambos
3rd
Nate Galambos
[email protected]
707-225-1599
Felix Hanson
3rd
Patrica Hansen
[email protected]
707-738-2380
Marleigh Harder
4th
Colleen Harder
[email protected]
707-287-3400
Tyson Harder
2nd
Colleen Harder
[email protected]
707-287-3400
Pamela Beautecale
2nd
Jeanne Beautecale
[email protected]
707-255-9582
Sophia Beautecale
2nd
Jeanne Beautecale
[email protected]
707-255-9582
Ella Brandon
2nd
Lupe Brandon
[email protected]
707-567-0530
John Luke
2nd
Regan Spear
[email protected]
707-479-9831
Sydney Han
3rd
Rita Han
[email protected]
707-688-6304
Carson Reber
5th
Robert Reber
[email protected]
Robotics using LEGO®
Operations
1. Scheduling options/flexibility
2. Space and availability
3. Delivery/Follow up
Winter/Spring Napa Robotics and Game Design
classes
Robotics 101 and 102
February 21-March 14 – Saturdays 11:00-12:00
March 21-April 11 – Saturdays 11:00-12:00
April 18-May 9 – Saturdays 11:00-12:00
Each of the above is a 4-hour class for $99
Game Design
March 21-April 25 – Saturdays 9:30-11:00
The above is a 9-hour class for $299
Robotics Camps using LEGO®
Game Design Camps
1. Scheduling options/flexibility
2. Space and availability
3. Delivery/Follow up
Robotics Camps using LEGO®
Game Design Camps
Results and Challenges
1. Adding revenue and students
2. Logistics/Impact/Simplicity
3. Game Design setup (folder in
handouts)
3. LEGO® storage ideas
Two options
for organizing
your Lego
pieces.
Q&A Time
Contract Edge Programs
(Virtual) Susan Valverde and
Franchisee
(Virtual) Jessica Galloso
Director of Sales and Marketing for Susan
Franchisee McAllen, Texas
Offsit e Edge Professionals
Why should we do this?
•
•
•
•
Grow your business
Get the Sylvan name “out there”
Stay relevant
Because we’re stent makers
Where do we start?
FORMULA WE RECOMMEND:
• Target list of possible partners
• “Automated” campaign
• Personalizing the “Pitch”
• What it could take to close the deal
Action Learning
Step 1
Target list of possible partners
• Research local Chambers, Economic Development
Agencies and other business and industry groups
in your market
• Who do you know? One degree of separation is
best!
• Take a few minutes to do this now – FIND THREE
POSSIBLE PARTNERS - Discuss!
Action Learning
Step 2
• What specific offerings (the
“pitch”) may resonate with these
partners?
• Take a few minutes to do this
now – FIND TWO POSSIBLE
OFFERINGS FOR YOUR THREE
PARTNERS - Discuss!
Action Learning
Step 3
• Now that the pieces are
clear, what is the first step to
putting the plan in motion?
• Discuss!
Take a second to jot down your
commitment now!
RESULTS: How it All Comes Together
Two Case Studies
MISSION, TX
• CODE THE TOWN: Mission Economic Development
• 200 students fall, 200 spring, 200 summer
• Positive press = 10 print articles, local TV, Social
EDINBURG, TX
• Partnership agreement executed
• Satellite site approved
• Potentially hundreds of students per year
Math Edge
What We’ve Learned
Rand Bleimeister
Los Angeles, California
Franchisee
Math Edge P ilot
The Basics
Math Edge is a separate business
• It does not compete with our Core
• It can feed new students to our Core or keep students
attending who have finished with our Core
• It enables us to engage students we would not normally
enroll
• It is a competitive weapon
If you don’t enroll them, someone else will.
Positioning Math Edge
We offer a broad range of educational solutions,
and we need to share them all with families
to enable them to make the best decision
If you do it right, Math Edge will not cannibalize
our SME business, but will enable families to
stick their toe in the water
Getting your Staff on board
 Our directors are not used to selling something
like this, so Management must train their teams
and make Math Edge a priority
 Math Edge should be presented at every
touchpoint
 Our program is less expensive than our
competition and demands no contract
 Our competitors offer their version of
Math Edge everyday – so should we.
Tips and Try its!
Training directors to sell, and part-time staff to refer:
•
•
Staff Referral Incentive. EXTRA BONUS for referring 10 kids on the
same schedule!
Hold a mock demo with your staff.
• Facilitator Guide and Presentation on SLCLink
Sylvan EDGE > Training > Center Staff Training
Selling Math Edge when SylvanSync Math is not an
option:
•
•
Make your best recommendation first by telling the family WHY.
If you can’t sell math tutoring, sell Math Edge by highlighting key
benefits and the differences. (Families need to know it’s not the same
thing for a lower price.)
“The personal plan is the best way to meet your goals and provide
measured progress, but, we also have a very affordable program
that builds confidence, independent thinking, and problem solving
skills in a fun group with other kids Cody’s age. It’s won’t teach
him everything this plan will, but it’s quality math support and a
great value for your family. You can pick any two weekdays at
4:30 or 5:30 for about $100 a month. How does that sound?”
Where are your Math Edge students?
Market to past customers
• Call students who did BR, AR or AW
• Use Emma and phone calls to connect
Market to current customers
•
•
•
•
•
Math Edge should be offered to every non-SME student
Enroll ending SME students
Enroll your Robotics and Game Design students
Engage families about siblings
SES students whose families are looking for a low-cost
on-going program
• We market Math Edge to our current and existing
database of customers using EMMA and phone
calls
Marketing to New Customers
 We market Math Edge to our community
through PTA presentations and tables we set
up at malls and supermarkets
 We have begun advertising Math Edge on
parent-oriented local websites
 The goal is to sign EVERY customer who
contacts us with at least Math Edge
 Sign up your Robotics and Game Design
students to Math Edge
Pricing and Promotion
 Offer for $99/month for the first 3 months
 Promote it using EMMA and phone to past
customers and new customers
 Promote it to current customers at OCs
 Give referral incentives
Scheduling and Management
Hiring Math Edge Staff
•
Energetic, passionate, and enthusiastic about kids and math.
–
College Students make great Math Edge coaches.
Scheduling
•
•
•
Schedule it everyday – invest in the labor cost now to build daily
enrollments
Offer at least one hour every weekday
All students are scheduled certain days/times
–
No Make-ups, but schedules can change with one week notice
Frequent short
conversations at dropoff/pick-up are
effective to establish
rapport. Review takehome worksheets for
conversations topics.
EMMA
Administer free
Insight Assessments
and meet with the
family after a few
weeks of Math Edge.
Include feedback from
the Math Edge
Teacher.
LOBBY
ASSESSMENT
Communicating with Math Edge Customers
Always include Math
Edge customers on
your STEM and core
EMMAs and especially
include Robotics and
Coding kids on your
Math Edge EMMAs
Q&A Time
Assumptions
Enter your inputs in the blue cells
Retail Membership Fee per Month
Promotional Fee per Month
Promotional Fee Length (number of Months)
Average Monthly Membership Fee Per
Enrollment
Average RPE per Student
Registration Fee
Assesment Fee Parent Paid
LOS(number of Months)
Maximum Monthly Hours per student
Standard Student Teacher Ratio
Number of Teachers to Train
Hourly Teacher/Coach Cost - Average
FT Labor Hourly Rate
Select Month Director begins marketing Math
Edge
Estimated Number of FT hours spend per
month
Grading/Tracking Time as % of Student Hours
Monthly Supply cost per student
Assesment Cost
National Marketing Contribution
Royalty
Sylvan Sync Fee
Student Store
Other Expenses
$
$
125
99
1
$
$
$
$
120.67
724
60
6
8
$
$
8.00
3.00
12.00
22.00
April
10
5%
$
$
10.00
13%
8%
2%
3%
May
Jun.
Jul.
Aug.
Sept.
Oct.
Nov.
Dec.
Totals
New Stu.
6
4
3
2
10
5
2
1
33
Total Stu.
6
10
13
15
25
30
26
23
Revenue
$1,110
$1,473 $1,775 $1,956 $3,643 $3,946 $3,257 $2,835 $19,995
Labor
$125
$168
$254
$264
$480
$528
$509
$470
$2,798
Roy. +
NAC
$208
$297
$360
$512
$702
$791
$671
$999
$4,539
Local Mkt. $200
$50
$0
$0
$200
$100
$0
$0
$550
Other
$171
$216
$272
$417
$488
$420
$468
$2,561
$110
(Supplies, Store, etc.)
Profit
$467
$787 $945 $908 $1,844 $2,039 $1,657 $898 $9,547
42%
53%
53%
46%
51%
52%
51%
32%
48%
Product Overview
• Sylvan EDGE Product Presentation
(Annual Conference 2014)
•
•
•
•
•
Math Edge Overview
Math Edge Product Information
Math Edge FAQ
Math Edge Pro-Forma
Using the Math Edge Pro-Forma
Training
•
•
•
•
Director Training Path
Teacher Training Path
ZeeTV Presentations
Multiply Your Math Videos
Marketing
•
•
•
•
•
Local Marketing Guide
Marketing Asset Guide
Demo Assets
Local Center Website Instructions
Sylvan EDGE Competitor Guide
Operations
•
•
•
•
•
•
•
Math Edge Operations Manual
Ordering Materials
Classroom Operations
Skill Preview Sheets
Starter Session Booklets
Sales and Enrollment Forms
Access Teacher Editions
Product Overview
• Sylvan EDGE Product Presentation
(Annual Conference 2014)
•
•
•
•
Coding Overview
Robotics Overview
Robotics and Coding FAQ
Sylvan EDGE Pro-Forma
Training
• Director Training Path
• Teacher Training Path
• ZeeTV Presentations
Marketing
•
•
•
•
•
•
Local Marketing Guide
Creative Assets
Demo Assets
Camps
Local Center Website Instructions
Sylvan EDGE Competitor Guide
Operations
•
•
•
•
•
•
•
•
Coding Operations Manual
Robotics Operations Manual
Coding Classroom Operations
Robotics Classroom Operations
Sales and Enrollment Forms
Ordering Materials
Sample Schedules
Camps
Are You Ready to
Maximize Sylvan EDGE?
With Math Edge, Sylvan Robotics, and Game
Design, you can drive your revenue this year.
Course
#Offered
Price
Students
Revenue
Robotics
Coding
Math Edge
15
8
6/mo Ave
$175
$250
$125/mo
10
5
10
$26,250
$10,000
$7,500
$35k!
Final Q&A Time
Think about 3 action items you will act
upon when you return to your center.
1. What will you do to enhance your Robotics
and Game Design classes?
2. How will you increase/access your
institutional pay contracts?
3. How many Math Edge books do you need to
order?
How will YOU drive to $35,000?
Because I Said I Would!
I will…
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