Poor business conditions, it is possible that you have chosen the wrong address.

There is a saying in the education and training industry that the success or failure of an education and training institution is determined 1/3 by location, 1/3 by teaching, and 1/3 by marketing.

I have also met a lot of good organizations because of the wrong address and failure. Site selection is very important, that should be how to scientifically select the site, choose what kind of location training institutions to better development?

Summarized the following three points for reference:

One, clear factors affecting the location of the campus.

Two, master the specific methods of campus site selection.

Three, a clear process of site selection of education and training institutions.

One, clear factors affecting the location of the campus

There are many kinds of factors affecting the location of the campus, which are really affecting the location of your campus? We summarized six:

1. policy and legal factors

School site selection must consider the local education policy and legal factors, if you choose the address does not meet the local school policy and legal requirements, it will not be able to deal with down the relevant licenses, such as business licenses and school permits, fire permits and other school. The result is that the school can not be operated in a legally compliant manner, and it is likely to be blacklisted and seized and closed, thus causing significant losses to the organization.

Especially since the four ministries and commissions jointly rectified and standardized the private education and training institutions in March this year, requiring the closure of schools that do not have the conditions for running schools - fire safety is not up to standard, the safety access is not in line with the regulations, the nature of the use of the house is not in line with the provisions of the regulations, the quality of the entire property building is not up to standard, and the materials used in the house is not in line with the provisions of the school .

And even if the above conditions are met, many areas of private education and training institutions to run schools in the floor, school area, property rights and other aspects of the specific requirements.

So when choosing a site must examine whether the premises meet the conditions of the local private education and training institutions for the relevant licenses.

2. Training brand, positioning, subject factors

When choosing a site for the campus, it is important to consider the brand awareness of the institution's current training subjects and their positioning. Is the organization or product a first-tier, second-tier, or third-tier education and training brand? Is the positioning of your training organization high-end, mid-range, or low-end?

Generally speaking, English for study abroad, for example, New Oriental, Wall Street English, and other branded training programs that are positioned at the high end should be chosen in upscale office buildings or large Moore's superstores.

Because these brands of consumers with strong spending power, high-end training should also have its matching school space, environment and conditions, so the big brands, high-end projects are suitable for these upscale property site selection.

Such site selection is based on the characteristics of the discipline, the audience, and brand awareness to achieve culture, value, price, image, grade matching, while taking into account the characteristics of customer demand, to meet the target customer's actual needs, psychological needs, cultural needs and sense of value, thus laying the foundation of our business.

Instead, hosting evening tutorials are generally better to choose near the school, and it is best not to cross the road. This is because students crossing the street increases the risk of traveling.

General cultural classes, arts education and training options near the school, or community.

Because these places training institutions gathered, the flow of target customers, easy to reach our customers, if we can form a complementary with the surrounding training institutions, but also easy to enrollment, and thus reduce our enrollment costs.

Many small and medium-sized educational tutoring institutions have adopted this method of site selection, such as Wenxin Academy, Gold Medal Education, Huizhi Education are located in the community.

3. Location factors

Location determines the ease of travel for customers, determines the cost of time and travel costs for users, especially now that traffic jams are everywhere, travel is becoming more and more inconvenient, the location of the education and training institutions is more and more important.

Imagine, if the place of the training institution is far away from where the customer lives, and it is difficult to park, there will be many users willing to enroll in this training school?

The convenience of the location of the campus lot also determines the organization's proximity to the customers, affecting the number of customer visits, which in turn affects the organization's business performance.

So when making a site selection, you must consider the situation of transportation conditions near the campus. For example, when choosing a site you have to consider:

Is the traffic road one-way? If it is one-way, the traffic is not convenient, it is best not to choose one-way near the place to run the school.

Is parking convenient and is there frequent traffic jam? Traffic jams and inconvenient parking can also cause problems for users.

Is there a separation zone in the middle of the road? Some streets have particularly long segregation zones, and you need to go out a long way before you can turn back, wasting time and causing inconvenience, so when choosing an address, choose a location without segregation zones or with short segregation zones.

How is the visibility of the school district? I once took a taxi to a school, the cab driver could not find that school, imagine how parents can visit such a school? Nowadays, the competition in education and training is so fierce that the wine is also afraid of the deep alley.

Can pedestrians on the roadside see the door sign? Door signs can play a role in advertising to attract traffic, it is very important to have an eye-catching door signs, so this factor should also be considered when choosing.

Is the location of the campus on this side of the main flow of students to and from school? We can often see a street, one side of the traffic is particularly large, while the other side is almost no pedestrians, there are pedestrians on the other side of the street stores, customer traffic is certainly large, customers to the school rate will be large, so we also need to take into account in the selection of the location of the students to and from the school on which side of the road, we will be the campus on which side to choose.

Only in the selection of the location of the user to choose the convenience of traveling, for the user to save costs, including time costs, money costs of the place, in order to let the user in the same conditions to prioritize our choice.

4. target customer factors

Training institutions site selection, be sure to investigate the pre-selected campus location of the total number of target customers, the age composition of nearby households, income composition, occupational composition, class composition, as well as spending power and propensity to consume, the concept of education and consumption.

Why investigate these?

Because these factors determine the size of the market and its type in the pre-selected place, as well as the educational spending power of the users, and therefore the type of school, the subjects, the grade of the subjects, the size of the school, and the level of the school that will be opened by the training organization.

If you are going to open a school for subjects such as early childhood, art, and children's English, then the location of your pre-selected campus should be surrounded by a community with a young age structure, younger children, and surrounded by elementary school and kindergartens;

If you are going to open a college entrance examination training, middle school cultural tutorials, and art cultural tutorials, then your pre-selected place should be surrounded by high school schools, Art high school, junior high school;

If you want to start vocational education, to consider the age range of the target users and user characteristics, such as training for schools can be selected in the concentration of colleges and universities in the area, for adult training can be selected in the area of dense pedestrian traffic or rejuvenation of dense neighborhoods nearby.

5. Competitive factors

Know your enemy and know yourself. Understand the competitors around the school, for the opening of the school, publicity means, enrollment strategy to provide reference basis.

Commonly used research methods are: field visits, questionnaires.

Research what?

Subjects offered by competitors, location, teachers, fees, school characteristics, enrollment strategy, with or without a license, the number of students.

Finally use some analytical tools, such as the use of SWOT analysis of strengths, weaknesses, opportunities, threats of the comparative analysis of customer needs, competitors' characteristics, the comparative analysis of their own capabilities and advantages, and try to compete with competitors to form the positioning of the distinction, the formation of differentiation, the establishment of their own unique selling points, put forward their own unique sales proposition, in order to facilitate the formation of the competition in the market in the future The company's competitive advantage.

When choosing a site, we should take into account our own strengths and abilities, take into account our own strengths and weaknesses, so that we can make the most of our strengths and avoid our weaknesses, in order to lay the foundation for the future management of the business.

6. Property conditions and service factors

The cost pressure on training institutions is very high, of which the cost of rent accounts for a relatively large proportion, so we have to consider the school's future operating costs factors.

Also consider the lease period factor, generally speaking, the lease period should be at least three years, firstly, because the lease period is too short for the long-term development of the school planning, and secondly, now the government related to the management of education and training of the school's tenancy period has a clear requirement.

Additionally, we should consider the landlord's price adjustment factor when selecting a site to prevent the landlord from raising prices indiscriminately and increasing future operating costs.

Training institutions should also consider the surrounding environment when choosing a site, the selected address must have a cultural atmosphere, the environment should be relatively quiet, because this is conducive to student learning and counseling, pre-selected school location should be away from hospitals, game halls, restaurants, dance halls and other places, to create a quiet learning atmosphere for students.

A training organization in Henan Province has to close its doors because it chose to run a school across the street from a cabaret and had to close its doors in the end.

The principal never knew why his school had so few students, but a parent gave him feedback that the school was too close to the cabaret and that it would affect his children's learning.

When choosing a site, you also have to consider the water, electricity, gas, heating and internet of the property you are renting.

I know a friend, he chose a property without heating when selecting a site, the result is that after entering the winter, the weather is cold, the students are in poor classroom conditions, the result is that the students' attendance is very low, the learning effect is very poor, the experience is not good, and the final school failed.

City planning should also be considered when choosing a site. Sometimes due to the lack of consideration of urban planning, the school only to do up not long, the results of urban planning and construction reasons and had to move, not only caused by the loss of investment, but also caused a lot of loss of students, teachers leave.

Wuxi Tengfei education in the initial period is because of the construction of the road in front of the school, resulting in more than a year's time a large number of reduced student population, teachers leave, almost closed down as a result.

Two, grasp the specific methods of campus site selection

Knowing the factors affecting site selection, you have to start the implementation of site selection, and in the face of so many factors, you will feel disorganized.

So at this time, you need to master some scientific methods of site selection, to help you sort out the idea of site selection.

1. Analytical method of site selection

Analytical method of site selection method is a comprehensive analysis of the above factors affecting site selection, combined with the characteristics of the discipline of our training institutions, the education and training products to be done in the industry, brand influence, product population market positioning, competitors' strengths and weaknesses, their own strengths and weaknesses, a comprehensive analysis of the judgment, selected the most in line with their own blue ocean location, to achieve their own long-term sustainable Development. What are some good analyzing methods?

3C Positioning Analysis:

This is a comprehensive analysis of customers, competitors and companies.

Can refer to the following chart:

SWOT analysis:

The so-called SWOT analysis, that is, based on the internal and external competitive environment and competitive conditions of the situation analysis, is closely related to the object of the study of the various major internal strengths, weaknesses, and external opportunities and threats, etc., through the investigation of the enumeration, and in accordance with the matrix form of arrangement, and then use the idea of systems analysis

S (strengths) advantages, W (weaknesses) disadvantages are internal factors, O (opportunities) opportunities, T (threats) threats are external factors.

According to the complete concept of enterprise competitive strategy, strategy should be an organic combination between what an enterprise "can do" (i.e., the organization's strengths and weaknesses) and "what it can do" (i.e., the environment's opportunities and threats).

2. Follow the method (along with the celebrity method) site

Follow the method (along with the celebrity method) site is to closely follow the education and training industry's well-known brand of education and training institutions, next to the opening of the education and training institutions campus of a method of site selection.

For example, McDonald's next to KFC, so-and-so catering close to the bottom of the sea fish store, Taiwan's 52 ℃ dessert store followed Starbucks to open a store ......

This site selection method has four benefits:

1, since the well-known brand of educational institutions to open a campus in this place, that means that this place should be very good. .

2. Opening a campus right next to a branded institution allows you to share in the flow of students due to the branded institution.

3, next to the brand organization to open a campus, hardware conditions, if about the same, at least let a person feel that you must still be able to, otherwise how dare you run a school on the side of such a powerful organization? Can quickly enhance their brand value.

4, brand institutions are generally higher prices, if we can do a good job of teaching quality and service, and then the price is lower than him a cut, then you can attract a lot of students, to achieve low-cost marketing operations.