Opening a Language School During a Crisis: 5 Important Facts

Contents:

• Current trends: declining number of offline students
• Trends in language teaching: clients demand more
• Trends in education: growing interest in online formats
• Modern challenges of recruiting and motivating employees
• Effective strategies for promoting a language school in the current environment
• Problems of preparing premises for a new school
• The impact of sanctions on language schools: new challenges and opportunities

Current trends: declining number of offline students

A language school rarely achieves its peak performance immediately after opening. According to research, this process can take up to three years. During this time, word of mouth actively develops, becoming a key source of new clients. Gradually building a reputation and the quality of education helps build trust among potential students, which in turn leads to an increase in the number of enrollments.

Key metrics play an important role in predicting the success of a language school. For example, five years ago, for a new offline school offering in-person classes, one of the main success criteria was attracting at least 100 students in the first month of operation. This not only served as an indicator of a successful start but also created positive expectations for further development. In today's environment, in addition to the number of students, it's important to consider other factors, such as customer satisfaction, teaching quality, and the effectiveness of marketing strategies, which also impact the success of an educational institution.

With the growing popularity of online courses, there has been a significant decline in interest in traditional offline schools. This trend became especially evident during the pandemic, which led to a decrease in the number of new students. Two years ago, language school founders considered attracting 70 students in the first month a success. This year, despite challenging conditions, we were able to enroll 45 students in the new branch, and this was an encouraging sign for us.

Language Teaching Trends: Customers Demand More

In recent years, there has been a significant shift in the motivations of people of all ages to learn foreign languages. Previously, language learning was viewed primarily as a hobby or a way to enhance the travel experience. Today, students are becoming more goal-oriented. They seek to validate their knowledge through international exams, expect a promotion, or want to take up new positions. This underscores the importance of quality language learning, which not only broadens horizons but also opens up new career opportunities.

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Assessing the quality of education in various formats and at different levels is an important task for educational institutions and professionals. There are several methods for conducting such an assessment. Firstly, standardized tests and examinations can be used to measure students' knowledge and skills. Secondly, it is important to consider student and graduate feedback, which can provide valuable information about the quality of instruction and available resources.

Furthermore, analyzing the pedagogical methods and approaches used in the teaching process also plays a significant role. Evaluating educational programs and their compliance with modern requirements and employer expectations helps determine the quality of graduates.

Equally important is studying the results of scientific research in the field of education, which can offer new approaches to assessing and improving the quality of education. It is important to remember that the quality of education should be assessed taking into account the individual needs of students and the characteristics of the educational environment. Thus, a comprehensive approach to assessing the quality of education will help identify the strengths and weaknesses of various educational formats and levels.

To achieve a high level of instruction and ensure consistent results, language school founders must invest in a qualified staff of methodologists. These professionals are responsible for creating effective curricula and testing systems, which is an essential aspect of a successful educational process. However, only large, premium language institutions can afford such investments, making them more resilient to declining student numbers. Smaller schools and courses will face serious challenges in this situation, as a lack of a qualified approach could negatively impact their competitiveness and the attraction of new students. In a context of increasing competition, the importance of high-quality instruction and a well-organized learning process is especially pressing.

This year, we have seen a noticeable increase in the number of "difficult" clients. These clients often refuse to sign standard client agreements developed by lawyers and used for a long time. They are also unwilling to make an advance payment for tuition, even though this clause is clearly stated in the terms of the agreement. Often, such clients demand refunds without justification, which creates additional difficulties for educational institutions. In situations where individual negotiations are unsuccessful, these clients may be forced to leave the educational institution. It is important for educational institutions to take this trend into account and find effective ways to interact with clients to minimize conflicts and maintain their reputation.

Education Trends: Growing Interest in Online Formats

Since the launch of our online program last year, interest in virtual courses has increased significantly. In 2021, our school enrolled 3,200 students, of whom only 230 chose the online format. In 2023, the number of online students increased to 360, out of a total of 3,150. This confirms the growing popularity of online learning and its convenience for students who value flexibility and accessibility. We continue to develop our courses to meet student needs and provide high-quality education in a convenient format.

It is important to emphasize that the observed dynamics may be specific to our school. Student preferences for distance and in-person learning depend on their target audience. Adult learners often choose online classes because they offer greater flexibility and the opportunity to combine study with work. At the same time, some students prefer traditional learning methods, valuing face-to-face interaction with teachers and classmates. Understanding these preferences allows educational institutions to optimize their programs and offer the most appropriate learning formats.

Many people prefer offline foreign language learning, despite its higher cost. In-person classes often yield better results due to the direct interaction and live communication that are impossible to achieve remotely. Being present in person in the classroom promotes a deeper understanding of the material and improves speaking skills. Thus, offline learning is becoming a preferred choice for those who strive for effective language acquisition.

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Alexander Asmolov argues that if we begin to revere digital technology as something sacred, this can lead to The loss of important human interaction. In a rapidly evolving digital world, it is essential to remember the value of personal connections and communication. Immersion in virtual reality should not replace the face-to-face interactions that shape our personalities and society as a whole. Asmolov emphasizes that technology should serve as a tool for improving quality of life, not become the center of our attention. Maintaining human relationships in the digital age is becoming increasingly important to avoid isolation and loss of social connection.

Modern Challenges of Recruiting and Motivating Employees

The education market is experiencing serious problems with the recruitment of qualified personnel. More and more specialists are choosing freelancing, seeking to avoid the responsibilities associated with full-time employment. This leads to a shortage of personnel in educational institutions and a decline in the quality of educational services. In an increasingly competitive environment, it's crucial to find new approaches to attracting and retaining talented employees to ensure a high level of education and meet the demands of modern society. New-generation employees often lack the key skills needed to effectively complete tasks, such as planning and document management. They may also lack perseverance and motivation. Many are uninterested in long-term collaboration with the company, which can negatively impact team stability and productivity. The current labor market demonstrates a variety of employment opportunities, both international and remote. People are increasingly changing employers and locations, choosing flexible forms of employment, such as self-employment. There is a trend of workers foregoing traditional career advancement and increased income, prioritizing comfort and work-life balance. This shift in approach to work highlights the importance of flexibility and satisfaction in the workplace. This trend has been growing over the past few years, and in recent months, the issue has become particularly pressing. For example, ten employees left our company's various branches due to relocations. This situation highlights the importance of human resource management and adapting to changing conditions. To minimize losses, it is necessary to develop effective retention strategies and consider the factors that influence employees' decisions to change jobs.

Challenges for employers arise due to high employee turnover. Our educational program is challenging and carefully organized by age group, language proficiency level, and lesson types, covering six foreign languages. We invest significant effort and resources in the onboarding of new employees. When they leave the company after just a few months, it seriously damages our organization.

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Effective methods of employee training in times of crisis

During a crisis, companies face many challenges, and employee training becomes especially relevant. Effective training methods help not only adapt personnel to new conditions, but also increase their productivity. An important aspect is the use of remote technologies, which allow training to be organized regardless of the employee's location. Virtual trainings, online courses, and webinars are becoming key tools for transferring knowledge and skills.

It's also worth considering the creation of mentoring programs, where more experienced employees share their experience with newcomers. This not only accelerates the learning process but also fosters team spirit. It's important to consider the needs and preferences of employees, offering personalized approaches to training, which will increase its effectiveness.

With limited budgets, companies can use open resources and platforms for knowledge acquisition. This will minimize training costs while maintaining quality. Furthermore, regular feedback and assessment of learning outcomes will help identify program strengths and weaknesses, enabling timely adjustments and improvements.

Therefore, adapting training methods to crisis conditions not only promotes employee development but also strengthens the organization as a whole, ensuring its resilience and competitiveness in the marketplace.

Finding teachers with the necessary language skills and specialized competencies is becoming increasingly challenging. Previously, we used the opportunity to provide additional training and obtain international certificates as a means of motivating teachers. However, access to programs such as Cambridge is currently significantly limited. This creates additional difficulties in developing qualified teaching staff, which negatively impacts the quality of the educational process.

Employee motivation is directly linked to salary increases, especially in the context of inflation. Unlike previous years, when annual increases were more regular, this year their size and frequency have become dependent on management requests. This selective increase may negatively impact overall employee satisfaction and engagement. Lack of consistent salary increases can reduce motivation and productivity, which is important to consider when developing an HR strategy.

In a dynamically changing market, companies need to find new ways to motivate employees and evaluate their effectiveness. Current initiatives include increasing salaries for employees who have been with the company for more than three years. We also create opportunities for teachers to earn additional income by giving them the opportunity to develop educational content on our platform. We also invest in employee training by inviting experts and speakers to conduct training sessions, which helps develop professional skills and improve the team's qualifications.

Effective Strategies for Promoting a Language School in a Modern Environment

In a dynamic market, advertising for local businesses, including language schools, requires an innovative approach. Previously, success depended on placing ads in print media and targeted advertising on social media. However, today, these methods have lost their effectiveness. Many traditional promotion channels are becoming unavailable or are not delivering the expected results. It's important to adapt your marketing strategy using modern tools and technologies, such as content marketing, SEO, and online advertising, to attract new audiences and improve your competitiveness.

We employ a variety of strategies to effectively promote our language school. We focus on creating high-quality content that resonates with the target audience. Search engine optimization helps attract more visitors and potential clients. We actively use social media to engage with students and spread information about our courses. Regular promotions and special offers help increase enrollment. We also collect student reviews to build trust in our school and improve our online reputation. All these measures contribute to the successful promotion of our language school and increase its popularity.

• active participation in local information portals with the publication of useful articles;
• posting on service aggregators that collect offers from various companies;
• use of contextual advertising for targeted coverage of the target audience;
• SEO-optimization of the site to increase visibility in search engines;
• registration on Yandex.Maps and Google Maps - positive reviews play a key role.

Don't underestimate the power of word of mouth, which can become your reliable promotion tool. We actively implement this strategy, providing students with various bonuses for reviews and recommendations. Promotions such as "Bring a friend" or "Share your success story with the hashtag" contribute to the formation of a positive image of our school. Using word of mouth will help attract new students and build trust in our educational institution.

Challenges in Preparing the Space for a New School

The summer renovation of the new educational institution was fraught with unexpected challenges. First and foremost, we encountered serious problems with the availability of building materials. Many of those used for finishing other schools had disappeared from the market. To avoid delays in completing the work, we were forced to seek alternative options, which, unfortunately, were often of lower quality. We made every effort to ensure the required level of finish and comfort for future students, despite the difficulties that arose.

Prices for building materials and furniture have increased significantly in recent years. The cost of foreign-brand paint has increased severalfold, forcing us to turn to domestic equivalents, which have become 1.5-2 times more expensive. The situation with furniture is similar: an Italian-made chair with a music stand, previously priced at 3,000 rubles, now costs 9,000 rubles, and affordable domestic replacements are not yet available. The rising prices of these items impact the overall cost of renovation and furnishing, making the choice more difficult for consumers.

The sharp increase in prices for office equipment, especially printers and copiers, that occurred over the summer was compounded by significant inflation. Prices for these devices have doubled. However, we were able to purchase interactive equipment in a timely manner in March, which was an important step in ensuring an effective learning process.

In the context of constantly rising prices, it became necessary to revise the budget and implement cost-saving measures. We've switched from white to grey paper, phased out disposable cups, and changed the composition of our student gifts. Our experience has shown that discounts are more important to students in the current climate than free gifts. We're adapting our strategy to better meet the needs of our audience and optimize costs, allowing us to use our budget more efficiently and provide high-quality service.

The Impact of Sanctions on Language Schools: New Challenges and Opportunities

The sanctions have impacted not only the country's economy but also the education sector, especially language schools. These institutions have encountered difficulties accessing international testing that confirms language proficiency. In response to these challenges, we began developing independent testing, similar to Cambridge exams, based on our many years of experience in this field. This testing will serve as an alternative to international certifications and will allow our students to demonstrate their language skills.

Purchasing teaching materials has become a real challenge. Although we acquired most of our textbooks before the sanctions were imposed, we still experience a shortage of literature. We are actively seeking alternative sources and have begun developing our own textbooks. We are currently testing the first of our developments with a focus group to assess its effectiveness and compliance with educational requirements.

Problems accessing foreign platforms such as Zoom, Google Drive, and Canva have significantly worsened the situation. Some of these services have completely left the Russian market, while others are unavailable for payment with Russian cards. Students abroad face particularly difficult conditions: access to educational platforms is often blocked, forcing them to use VPNs with Russian servers to bypass restrictions. These difficulties create additional barriers to the educational process and make it difficult to obtain a quality education outside the country.

Despite the existing challenges, I am convinced that any business, including language schools, can be both profitable and unprofitable. Rising costs and declining expected profits are a reality faced by many. However, our 20 years of experience demonstrates that the key factor to success is not only financial investment, but also active participation in business development. The quality of the educational program should always remain the center of attention, since it determines competitiveness and attracts students.

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