The story of a small online language school that found its niche and unique format

Contents:

• "Anglomania"
• How the "Anglomania" project came about
• How an experiment with bold humor led to success
• What prompted the closure of schools
• In what format did the new "Anglomania" start in 2018
• Who applies to the new "Anglomania" and for what purpose
• How the "Anglomania" team was formed
• Why competition with industry giants and neural networks isn't scary
• How a problematic situation was turned to the benefit of business
• How to evaluate the success of an online school

"Anglomania"

The essence of the project is to create an innovative solution that is aimed at improving the quality of life of users. We strive to develop a product that is not only convenient but also effective. The project's core concept is focused on solving current problems and meeting the needs of the target audience. We are confident that this project will make a significant contribution to the chosen industry and will become an essential tool for users, providing them with the resources and support they need. During development, we focus on modern technologies and methods, allowing us to offer high-quality solutions to our clients.

Online English courses for adults with daily 15-minute lessons. We offer flexible programs suitable for all skill levels. We also offer courses for children and corporate programs tailored to business needs. Learn English in a convenient format and improve your skills quickly and effectively.

The project's launch year is a key moment that determines its history and development. This stage includes many important events, such as the beginning of development, testing, and the official introduction of a product or service to the market. The launch year also serves as a starting point for analyzing the project's success, its growth, and its adaptation to market changes. It is important to note that proper planning and marketing strategy implemented in the year of launch can significantly impact the further promotion and competitiveness of a product.

In 2018, many significant events occurred that influenced various areas of life. It was a year of significant changes in politics, economics, and culture. The world of technology saw a rapid growth in innovation, including the development of artificial intelligence and improvements in mobile technology. In the field of arts and entertainment, 2018 was a year of bright premieres and cultural events that attracted the attention of a wide audience. It is also important to note the key social changes that began during this period, influencing public consciousness and activism. 2018 left a noticeable mark on history, becoming a starting point for future changes and achievements.

A link is an element that allows users to move from one web page to another. It is an important part of the internet, providing navigation and access to various content. Links can lead both to internal website pages and to external resources. Using links helps improve the structure of a website and improves its SEO position. Link optimization involves the proper use of anchor text, which should be informative and relevant to the content of the page it links to. It's also important to ensure the quality of external links to ensure they don't lead to unreliable or low-quality resources. Effective use of links will help improve user experience and increase your site's visibility in search engines. Anglomania.ru is your trusted source for learning English. We offer a variety of resources, including learning materials, online courses, and tips for effective learning. Our goal is to help you master English, whether for study, work, or travel. On our website, you'll find helpful articles covering grammar, vocabulary, and pronunciation. We also offer interactive exercises and quizzes to help reinforce your knowledge. Our blog also regularly publishes news about language learning methods and advice from experienced teachers. We are confident that everyone will find the right material on our website, regardless of their level. Join our community and begin your journey into the world of English with Anglomania.ru.

Daria Vaulina began her career as an English tutor while still a student. After successfully completing her university studies, she founded her first English school in the Moscow region.

In five years, the Anglomania network expanded to five language schools with 50 teachers offering instruction in seven languages. Over 300 students learned English each week. However, in 2018, Daria faced professional burnout, which led to the sale of all schools. She returned to tutoring and eventually transformed Anglomania into an online English school with a unique concept: daily 15-minute lessons. Daria isn't afraid to experiment, as evidenced by her "BDSM English" course, which successfully competes with the largest online schools.

Daria Vaulina shared the story of her project at the request of Skillbox Media. In this story, she highlights the key stages of development, difficulties, and achievements she faced. The project became an important step in her professional career, and Daria shares her experience that may be useful to other entrepreneurs and specialists in this field. Her story is inspiring and demonstrates how perseverance and passion can lead to the successful implementation of ideas.

How the "Anglomania" project came about

From a very early age, I was confident in my choice to teach English. At three years old, after returning from my first lesson, I arranged a "lesson" for my toys and cat. At 18, while studying linguistics at the Russian State University for the Humanities, I began working as a tutor. A year later, I went to the United States on a Work and Travel program, and then, with short breaks, I interned in Spain and studied in Belgium. The experience of experiencing different cultures and languages ​​inspired me, and I wanted to show others how exciting and rewarding it is to speak foreign languages. Teaching English became not just a job for me, but a calling, allowing me to share my experience and passion for languages ​​with others.

After completing my university studies in 2013, I planned to move to Canada to be with my boyfriend. However, the process of obtaining the necessary documents dragged on, so I decided not to waste time waiting and instead pursued my own project. This is how my first English school was born, located in a small space in a shopping center in Nakhabino, where I was living with my parents at the time. I soon realized that developing this school had become more exciting for me than moving to Canada.

To attract clients, I personally distributed flyers with information about the new English school. Starting with ten students and an income of 12,000 rubles per month, I gradually increased the number of students. As the school's popularity grew, I began to attract other teachers and, upon request, added new languages, such as Spanish, French, and Chinese. In the school's first year, I reached a million rubles in revenue, which was a real achievement for me, as I had never worked with such sums before.

In 2014, the Anglomania school significantly expanded, occupying more space in the same shopping center. That same year, we opened our first branch, a premium school in Pavlovo, an elite cottage community in the Moscow region. Although rent in this area was significantly higher than in Nakhabino, we attracted affluent clients willing to invest in high-quality, personalized education. This allowed us to increase course prices and improve the level of service provided. The opening of the Pavlovsk school was a key moment in the development of Anglomania, thanks to which I was able to accumulate funds to open and successfully develop two more branches.

In 2015, representatives of the English First school chain offered me the opportunity to purchase Anglomania on attractive terms. I decided to decline, as I didn't want to work under someone else's brand and preferred to develop my own project. Nevertheless, the offer was a compliment for me, as it confirmed that such a large chain saw the potential in my endeavor.

Perhaps my decision was wrong, but due to inexperience, I made many mistakes. I started my business at 23, without a clear understanding of what real entrepreneurship and adult life were like. At that time, I didn't even know the basics of work ethic. Influenced by American books like Dan Kennedy's "Hard Management," I believed in completely controlling employees and firing them without regret, instead of building trusting relationships. It seems funny, but recently I met a young man in a coffee shop who was reading the same book, and I thought: "In ten years, we'll discuss this differently."

How an experiment with bold humor led to success

In 2016, a project unexpectedly emerged that led to a significant increase in the number of students at Anglomania. It all started when one of my students, while under my supervision at school, regularly didn't do his homework. I jokingly told him, "If you don't do your homework next time, you'll owe me 30,000 rubles." He took it in stride, but showed up for the next lesson with the assignment completed and never missed a deadline again. Thus, we successfully resolved the issue, and the student ultimately completed the course, achieving his goals. Later, he smiled and remarked, "It's like BDSM English; you should create a course like that." And so I thought: why not launch an online course? Interestingly, up until that point, all classes at my school had been in-person. At the time, I was deeply religious and completely removed from racy topics. Nevertheless, the idea itself struck me as interesting and original. I asked the marketing team to suggest a different name, but they assured me they couldn't find anything more suitable. As a result, we decided to keep the name "BDSM English" for our program.

We created a landing page that attracted users, and now people have started signing up for the course. However, I still had questions about how to refine the idea. Ultimately, I came up with the concept of an intensive format: a 30-day course, including 30 short video lessons and 30 homework assignments. I record each lesson and publish it at midnight on the GetCourse platform, where I also post the homework. Participants have exactly 24 hours to complete it.

We creatively integrated BDSM into the landing page design and pricing. Our program offers three pricing plans: "Slave," which includes access to the basic course for 3,000 rubles; "Servant," which includes detailed analysis of mistakes and additional materials for 7,500 rubles; and "Master," which offers individual online lessons for 30,000 rubles. We also include penalties for non-compliance. For example, if a student submits homework late, they are fined 1,000 rubles. If the assignments are not completed completely, a student on the "Slave" plan is excluded from the course, while "Servants" and "Masters" have the option to skip assignments multiple times. This approach helps maintain discipline and a high level of learning.

Our first cohort of students enrolled in our course. Most of them chose the "Slave" plan. The average bill, including fines, was approximately 12 thousand rubles.

The program caused a great stir Interest among participants. Participants enjoyed unique challenges such as "Write a letter to an inmate in an American prison" and "Chat with five foreigners in 24 hours." One participant, a young woman, successfully established a relationship that led to marriage. From 2016 to 2018, we conducted over 20 launches of the "BDSM English" course, which proved commercially successful, with a total of approximately 3,700 students enrolled. This number exceeded the number of students who have completed training at our offline schools since 2013. We also organized 15 streams of the "BDSM Spanish" course. However, over time, the project's concept became less relevant, and at this point I have no plans to launch any more.

What prompted me to close the schools

By 2018, I had four of my own schools and one franchise in Dagestan. Anglomania employed 50 teachers who taught seven languages ​​and taught about 300 students monthly. It was a dynamic and effective educational system. However, I began to feel burnout—the schools required too much energy and attention. I oversaw every aspect of the operation, including the administrator greeting students and selecting candy from the bowls.

At that point, I had two options: continue tedious micromanagement or switch to selling a franchise. However, selling a franchise often leads to a decrease in the quality of education, and I was not prepared to make such a compromise. The crisis in my business development coincided with my personal crisis—at the same time, I left Orthodoxy and divorced my husband. As a result, in 2018, I decided to sell all my schools and take a break to rethink my place in life, understand what I wanted to do, and what my goals were. The sold schools continue to operate under new brands, and I periodically check on their progress—generally, they're doing well. However, in the 11 years since their founding, my views on quality education have changed significantly, while these schools still use the methods developed in 2013. Nevertheless, their approach continues to yield results. In Russia, it's possible to open an English language school right on the ground floor of a multi-story building, next to a pharmacy and a flower shop, and locals eagerly sign up for classes. This business model is proving profitable, and, unlike in other countries, it is successfully operating in Russia.

In what format did the new "Anglomania" launch in 2018?

After selling my language schools, people continued to contact me wanting to study with me. Although I initially had no plans to return to tutoring, at some point I changed my mind. I raised my prices, and in 2018, the cost of tuition was about 100,000 rubles per month. As a result, I began teaching from my home again. I was disappointed with the development of language schools and am sure that I will not open another one.

One of the students suggested an interesting approach: "Daria, let me pay the same amount, but the lessons will be 15 minutes instead of 60." At first, I couldn't understand the essence of this proposal or how to organize such a learning process. After some thought, I came up with a new format: the course will cost not 100,000 rubles, but 17,500. I will accept nine more students at the same price and conduct individual online lessons with each one for 15 minutes a day for two months. This approach will allow you to use your time efficiently and better adapt to the needs of each student.

When developing the methodology, I I drew on my own experience gained during my student travels. At that time, I needed to quickly master a spoken foreign language. The basic idea is that 15-minute daily lessons allow a person to regularly acquire small amounts of knowledge, which helps prevent forgetting the material. This approach proves more effective than an hour-long lesson twice a week. Regular practice promotes better absorption of information and the development of communication skills in a foreign language.

I posted about the new course on Facebook, and soon there were interested participants. We tested the format, and the results were impressive.

In 2018, my fellow teachers and I launched the "BDSM English" course, which allowed us to create a small team of freelancers for online teaching. I presented this course as an updated version with an emphasis on "BDSM English," but without penalties for not completing homework and with a strict two-month deadline. This meant that even if a student missed a class and didn't complete the course by the deadline, they were still required to pay for it. Thus, we developed the "Evolution" program, which continues to operate and has become the foundation for the new online school, "Anglomania."

Who is using the new "Anglomania" and why?

The updated "Anglomania" program is aimed at quickly achieving results for students, focusing on their primary goal. During language learning, many people easily become lost, delving into exercises and grammar rules, and thereby forgetting their original motives. If a student begins to stray from the course, we always help them return to their goal, which helps maintain focus and learning effectiveness.

During the first five years of our school's operation, we focused on teaching conversational English for everyone. Over time, we began to personalize our teaching to better meet the individual needs of our students. Some students are preparing for interviews with international companies, others need English for business development, and still others are interested in adapting to life in a new country. We offer a flexible approach to learning so that each student can achieve their goals and confidently use English in a variety of situations.

A dentist is preparing to present at an international professional conference and needs to master specialized vocabulary. One of his students is making an award-nominated film, and we offer English courses aimed at filmmakers. Another student has a romantic goal: to meet and marry a foreign man. Although I am not an expert in dating, I am happy to assist with English acquisition to facilitate correspondence. We also worked with a farmer, learning English in the context of beef production, and with another student, learning about BDSM practices. My experience allows me to tailor the training to specific needs and interests, ensuring effective language acquisition.

The manager who sold the course to the student determines their goals and preferences to select the most suitable teacher. If there are no specific program content requests, the teacher follows the standard curriculum, focusing on conversational English. We conduct progress assessments every two weeks, and at the end of the two-month course, the student takes an exam with a native speaker. This allows not only to assess the assimilation of the material, but also guarantees high-quality training that meets the individual needs of each student.

The "Evolution" program consists of daily 15-minute calls with a teacher via WhatsApp. We chose this messenger because it is widely used and accessible to most users. The main idea is to simplify the learning process: the student only needs to answer the teacher's call without being distracted by additional activities.

Conversations with the teacher are supplemented by exercises and assignments on the EdVibe platform. We initially used GetCourse for the "BDSM English" course, but this platform is more suited to passive learning. EdVibe, on the other hand, is a more interactive platform, offering a variety of exercises and game elements, making the learning process more engaging for students.

Our primary focus is on the client's goals, requests, and preferences. If using the EdVibe platform poses difficulties, the teacher can send assignments via WhatsApp. If the 15-minute lesson format does not meet the student's goals, we are ready to reconsider it. For example, if a student has a 100-page presentation in English to deliver in a couple of weeks, we'll extend the lessons to one or two hours a day. This will allow them time to translate the material and prepare a successful speech. We guarantee a flexible approach to learning, adapting to each client's needs. Since its founding in 2013, the Anglomania school initially focused on adults, but over time, children have also begun to attend, and they now make up approximately 30% of our students. We offer children half-hour lessons two to three times a week. This learning format takes into account their specific needs: instead of striving for maximum efficiency in a short period of time, we create a comfortable atmosphere and establish friendly relationships with the teacher. This helps the child develop fluency in a foreign language. We've been offering corporate training courses since 2014. Initially, these were off-site classes for company employees, but we have since adapted to modern requirements and switched to an online format. An important aspect of our training is individualized progress monitoring. If an employee misses a class or fails to complete the assignments, they are excluded from the course, and the company's allocated budget is reallocated to training those who are active and interested in learning. This ensures the high effectiveness of corporate training and the maximum return on investment in employee development.

In 2018, with the relaunch of Anglomania, we introduced a VIP program, under which I teach classes jointly with other teachers, native speakers, a methodologist, and, if necessary, a linguistic psychologist. The cost of the program is approximately 300,000 rubles, and the average duration of training is two months. I do not accept more than one student at a time, as I believe in a personal approach to each student. I plan to continue teaching, as it's critical for a language school owner to maintain practical skills and stay connected to the educational process.

How the Anglomania team formed

I've already mentioned that as part of the BDSM English project, I formed a small team with which we began launching Evolution. As the number of students increased, the need for additional teachers and other staff arose. I was unable to contact those with whom I previously opened offline schools, as the format of work has changed significantly, and I myself have undergone significant changes during this time.

By 2018, I already had popular pages on Facebook and VKontakte, and I looked for teachers primarily among my followers. It's important for me to have common interests with a colleague so that we can understand each other and laugh at the same jokes. This creates a comfortable atmosphere for collaboration and promotes productive work.

If someone follows me on social media, it indicates a similarity of our views and interests, which can lead to effective collaboration. Conversely, even with a highly qualified professional, a lack of personal understanding can become an obstacle to successful work. For me, personal interaction is more important than shared opinions on political issues or vaccination issues. If a person is able to put aside differences and genuinely responds to the humor I share in the chat, it creates a positive atmosphere for collaboration.

Collaborating with teachers can be a complex process. I need a talented and experienced professional who is willing to work within a specific idea and help implement it methodologically. It's important that the teacher not only expresses approval but also deeply understands the concept. This presents a significant challenge, as many talented professionals enthusiastically prefer to launch their own projects and implement their own ideas. To successfully implement the plan, it is essential to find a like-minded person who can share the vision and actively participate in its implementation.

I cannot afford to hire "average" specialists, as ensuring a high level of service for each student is critical to maintaining Anglomania's profitability. If we do not consistently achieve high results for our clients, we risk losing ground to larger educational institutions.

I had many unresolved issues regarding employee responsibilities and role titles within the team. I have now arrived at an optimal structure and do not plan to change it. The entire team works remotely. Two key specialists supervise the instructors, who are supervised by a senior instructor: a financial director and a technical director responsible for administering our work on the EdVibe platform. We handle accounting issues using a service from T-Bank.

Marketing includes a marketer and a designer, who jointly develop and implement social media promotion strategies. The team also includes advertising specialists and an Avito specialist, as we actively use the Avito platform for promotion. An SEO specialist is essential, helping optimize content for search engines. The company employs several sales managers, but is currently without a sales director, which is essential for further business growth.

The current sales situation in online education is complex and familiar to many market players. Traditional methods have ceased to yield results, necessitating a search for new approaches. We are implementing effective strategies, including the use of managers to handle incoming requests. At the same time, we're transitioning to video interviews with potential students. This allows us to more accurately articulate their goals and offer personalized training solutions, significantly increasing the chances of successful collaboration and customer satisfaction.

I intend to develop "Anglomania" in this direction. The Sales Director, even if their title is different, should be actively involved in listening to calls and discussing potential changes with the team. This is necessary to more accurately identify and meet student needs. This approach will improve the quality of service and the effectiveness of closing deals, which in turn will contribute to business growth and improve the educational process.

In addition to finding a Sales Director, it is also necessary to address the issue of mentors. We have worked with and without mentors, and, as practice shows, students are dissatisfied in both situations. When mentors are present, a routine reaction arises: "Why is this person writing to us? We don't want to communicate with them, they're annoying." Meanwhile, the absence of mentors evokes a different reaction: "Where is the mentor? I urgently need a mentor!" This emphasizes the importance of properly organizing the work of mentors to meet student needs and increase their satisfaction with the educational process.

The role of the mentor in education is of great importance, and its implementation should be unobtrusive. Just as in a good restaurant, where the waiter doesn't distract you from the conversation but is always ready to check if everything is alright, a tutor should maintain a comfortable interaction with students. Students can contact the manager who sold the course, who, in turn, directs their request to a special chat called the "Ministry of Care." The team promptly responds to inquiries and begins to resolve any issues that arise, providing high-quality support and customer satisfaction.

Why Competition with Industry Giants and Neural Networks Isn't Scary

In recent years, there has been active discussion that the future of personalized learning lies in the development of neural networks. These technologies can take into account the interests, requests, and needs of each student, selecting appropriate learning materials and assignments. We also use neural networks to generate ideas, but we believe that they cannot completely replace a personalized approach to learning. A tutor bot offering personalized assignments and exercises is an advanced version of platforms like Duolingo. However, it's worth acknowledging that if Duolingo truly provided high-quality instruction and helped students achieve their real goals, many teachers would not be in such high demand. Therefore, the human role in the learning process remains indispensable, and a combination of technology and a traditional approach can yield the best results.

Large online schools like Skyeng often leave students uncertain about who is responsible for their results. In contrast, I am a specific mentor who can be easily contacted via social media. I am responsible for the learning process and the achievements of my students at my school. This personal interaction and accessibility certainly attract students and build trust in the learning process.

The situation I observe is typical not only for the educational sector but also for other service industries. For example, many women prefer to entrust their hair or nails to specific professionals with whom they have developed a trusting relationship. In Russia, this trend is especially noticeable: people are actively seeking "their" specialists. This also applies to premium and personalized services: the higher the client's income, the more they value interaction with live professionals, rather than automated systems or company chatbots. Therefore, I am not afraid of competition from large enterprises. The importance of human contact and trust in services will only increase.

How a problematic situation was turned to the benefit of business

Throughout the work of Anglomania, there have been moments of crisis. While opening branches of language schools, I encountered situations where I chose overly expensive locations and set low prices. This led to the need to take out loans, which were then difficult to repay. There have also been unpleasant incidents with people, resulting in fraud and financial losses. The departure of talented and dedicated employees added to the difficulties of management.

In 2019 There was an incident with the accounting service the school used. The service's employees made an error when submitting documents to the tax authorities, which resulted in Anglomania automatically switching from the patent tax system to the simplified tax system with modified terms. As a result, I was fined approximately one million rubles, and my account was frozen. I tried to obtain compensation, but the company refused. Ultimately, I went to court but lost. I actively shared my experiences on social media about the situation my small business faced due to someone else's mistake. This feeling is familiar to many entrepreneurs, and they understand how unpleasant it is. Thanks to the lawsuit, I received support from my subscribers, as well as publicity, which turned into additional advertising for my school and attracted new students.

How to evaluate the success of an online school

Currently, Anglomania enrolls 150 to 200 people monthly. The two-month Evolution course costs 40,000 rubles. The full training program lasts a year and includes two-month blocks of 15-minute lessons. Studying at Anglomania provides a unique opportunity to master English effectively and conveniently, making it attractive to students of all levels.

Students primarily come from Facebook, which continues to be an effective channel for attracting an audience. We have an active page with over 4,000 subscribers, and we also advertise in community groups. Repeat sales are around 80%—most students return to Anglomania and bring their friends. Avito has become another successful customer acquisition channel, with promotion handled by an Avito specialist. We are also actively working on our website's SEO to improve search engine visibility. However, targeted advertising hasn't proven successful—despite various approaches, we weren't able to achieve the desired results and were only losing money. Contextual advertising in Yandex Direct also proved ineffective, possibly due to a lack of experience setting it up. For the past ten years, we've been sending out email newsletters, although they don't generate a significant number of new students.

Since the launch of the first "Evolution" course in 2018, our turnover has increased 7-8 times. However, I'm not aiming for Anglomania to become a mass-market program. The quality of the education is more important to me. By focusing on scaling, we risk losing ground to larger market players. For me, financial success is secondary. After negative experiences with offline schools, I place greater importance on ensuring the company is stable and profitable. I evaluate the effectiveness of a small online school by student satisfaction and the business owner's well-being. If students enthusiastically share their learning experiences and recommend the courses to others, and the entrepreneur feels comfortable, enjoys life, and has the opportunity to travel, this is a sign of true success. With my previous school chain, when I was striving for scale and constantly moving between branches, I couldn't achieve this. Now, thanks to a new approach, I feel satisfaction from my work and life.