Is the school located in a depression?
judging from my communication with many principals, the difficulties in their site selection can be mainly summarized in three aspects:
Difficulty 1: there is no scientific basis for site selection; judging the store location by experience and intuition is very risky. The headmaster's friends often can't explain the location. If they succeed, they will always feel that they are very wise, but failures are often attributed to Feng Shui, and they feel that Feng Shui has affected them, rather than making mistakes in their site selection. I feel that the site selection ignores the significance of scientific site selection, so the risk of project failure is very high.
Difficulty 2: It's hard to get a store location in a mature business district, and there is a shortage of investment income forecast: Nowadays, the store location in a mature business district is hard to find, and the rent and deposit are high, which further increases the cost and occupies a large amount of funds. A little carelessness will affect the cash flow of the company's operation. At the same time, the investment income will not be accurately predicted when choosing a store location, and the rental cost is higher than the profit rate of the industry, and the net profit will be further diluted, which will also lead to the failure of the store operation.
Difficulty 3: Shortage of systems and standards: The planning and site selection of an educational institution has become the biggest problem in the expansion. In order to reduce costs or avoid strong competition, choosing sub-business districts for distribution often ends up as filling holes or making wedding dresses for people because it is impossible to scientifically and accurately predict the mature opportunities of business districts. A single store is fine. If two, three and four stores are opened, how these stores form a strong linkage is not considered by many principals at present.
The success or failure of educational institutions depends on one third of location, one third of marketing and one third of products; Therefore, the problem of site selection is the first life-and-death problem that educational institutions need to overcome, so the detailed methods of campus site selection are as follows:
Step 1, make a location;
positioning refers to the positioning of enterprise strategic planning, product system construction and customer group classification. If we want to look at the logic of "positioning", we can analyze how this concept came into being, and then analyze the reason why "meeting demand" can't win customers. Finally, it gives how to implant the value of the product into the hearts of customers, and at the same time win the trust of customers and produce purchases.
Therefore, here, the positioning of education and training institutions before site selection can be roughly divided into three types:
1. customer orientation
If it is a high-end language project to study abroad, because it faces high-end consumers, who have high requirements for teaching environment, brand, service level and education quality, then we can choose a business center if we consider the site selection of such people. Such as: high-end children's language and art training, the best choice is large-scale shopping malls, office buildings, commercial and residential buildings, and then ordinary houses.
2. Positioning of funds
I suggest that the headmaster friends can position the area according to the financial situation you have prepared. If the headmaster friends with strong financial strength can think about decent office buildings around urban main roads and large residential areas; If the funds are not very sufficient, then the rented location can appropriately reduce its level and maintain a stable cash flow, residential buildings, campus bottom businesses, etc., which can be used as the main choices.
3. development orientation
if we start from the single center and engage in direct sales in a down-to-earth manner; Or take a city as the center, start a flagship store first, and then expand the whole region, the whole province, and even the whole country, then the development orientation will take the form of high-dimensional and low-level, and then the rapid expansion can be achieved on the premise of standardized management, standardized products and standardized services; If you rely on other people's brands, you should first experience for several years, store all the conditions, and wait until the opportunity is ripe to stand on your own brand. These development orientations are actually based on the current resources, conditions and personnel of principals, and there is no distinction between good and bad.
therefore, know yourself and yourself, and you are invincible; Doing a good positioning is the first factor to success.
step 2, delimit the area;
Dear friends, after positioning, it is necessary to divide your area and see how the educational resources in your area are concentrated. You can purchase the latest local domain map for the division of the area, or use Google Maps and Baidu Maps to divide and search the local domain. There are two general analysis methods:
1. Central canvas method (large interval)
Focusing on the pre-selected address, At the same time, we should mark the community, supermarkets, bookstores, etc., and make a supporting resource map; It is also necessary to mark the subway and bus stops to make traffic maps; Finally, mark the surrounding educational institutions and make an educational atmosphere map and a competitive brand map.
2. Image presentation method (near interval)
Taking photos in the east, west, south and north around the pre-selected address as the center, and putting them in the corresponding positions on the street view map for comprehensive comparison, which has a strong sense of scene and is very suitable for the presentation, reporting and analysis of the pre-selected address. Because the street view map can see the situation of your selected area in real time, it will save the comparison time.
Step 3: Find a business format
Educational business format is the aggregation effect of educational institutions, which often brings huge traffic. There are three types:
1. The first type is similar aggregation business format: for example, all principals and friends in Chengdu know that they buy foreign trade fashion clothes to Chunxi Road, buy small commodities to the lotus pond, burn incense and worship Buddha to the Wenshu Academy, bars and romantic to Jiuyanqiao. Why is this happening? It is because of the business climate that you can choose and buy beautiful goods and frugal services. This is also true in the education and training industry. The best places for education in Chengdu are: jinniu district, Wuhou District, Qingyang District and Jinjiang District. The reason is that the best educational resources in Chengdu are gathered here.
2. The second type is commercial aggregation format: it is mainly based on large shopping malls, which aggregates department stores, restaurants, entertainment and education complexes. The well-known comprehensive shopping malls in Chengdu are: wanda plaza, Kaide Jiamao, Yintai Shopping City, etc ... The rental cost of such venues is very high, so institutions with insufficient strength should not think about such places first. Of course, the super-strong business aggregation ability can also save some market launch costs for institutions and easily achieve the effect of brand abandonment. Therefore, it will also increase the success probability of educational institutions.
3. The third format is community aggregation: it mainly absorbs a large number of educational and training institutions by taking advantage of the large-scale community population, the proximity of educational resources, the convenience of short-distance classes, and the relatively low operating cost. Although some of them are in the periphery of the main city or the periphery of the business circle, they have become excellent places for many small and micro training institutions to start, so entrepreneurs with insufficient capital, resources and products can also focus on this method.
step four, investigate more;
1. In the daytime, people's purchasing power is influenced by the business circle, such as the cars they drive, the clothes they wear, the consumer price, the educational quality of people, etc. At the same time, we should also pay attention to whether this kind of consumer group matches your educational project.
2. See the real occupancy rate of the community at night: See how many people come home from work in the campus? How many bright lights are there around 21: at night? Don't try to find cheap rent, and the flow of people in cheap places is often lacking. If there is no flow of people, all commercial forms will no longer exist. At this time, tossing time and wasting money will also kill your will.
3. See if the flow of peer customers is enough: If the parents of the local institutions actively register and the frequency of repurchase is high, it is clear that the consumption awareness in that area is very strong, and the consumers have strong purchasing power, the consumer market has been opened, and the customers have been educated, so the cost of acquiring customers is low.
step 5, check the history;
Pay attention to whether there are commercial disputes: if the property is involved in a property right lawsuit with the developer, there are disputes between creditor's rights and debts in the rented floor, and the property rights are not clear. Once a principal signed a contract and found out that he could not register the company without a real estate license, which finally brought a devastating blow to his newly opened educational institution.
step six, look to the future;
regional development: every region has a five-year plan and a ten-year outlook, which has a great opportunity for the planning of educational institutions. The implementation of policies often brings in a large number of people and often causes a large number of people to move out, so the principals and friends need to keep up with the current situation and make long-term plans. Usually, it is necessary to track regional policy websites, and at the same time, it is necessary to read more news and care more about regional and national events.
Old City Renovation: If the campus of the principals' friends is in the old city, they should always pay attention to the relevant notices of old city renovation, which often has a great impact on the students of educational institutions.
road construction: if the headmaster's friends choose to locate the site on the main road, they should always pay attention to whether the road can be modified, built subway or rebuilt. Such planning should be understood in advance, otherwise it will have an impact on the later closure.
step seven, compare the price;
I suggest that the headmaster's friends choose more addresses in the divided area, and comprehensively weigh their location, rent, pool, people flow and other factors, so as to make the best choice, and record the places that are not selected, so as to provide guidance for the next store expansion. The common way to compare prices is to list the quotations of pre-selected sites in a table, and then make a decision according to your own strength and project positioning.
step 8: talk about property;
1. Have a good cooperative relationship with the landlord, which can form a lasting cooperation. For example, if you carry something on holidays, you often go to see the landlord. When you encounter cash flow, you may get a one-month rent buffer period from the landlord to deal with your own life and death problems.
2. All expenses are transparent: for example, rent, water, electricity, air conditioning and heating should be itemized.
3. Price trap: You should be careful about this, and you must guard against people.
4. Payment method of rent: Try to talk about the deposit as little as possible during the talks, and the shorter the payment period, the better.
5. Try to sign the lease term as long as possible. If the campus is operating well, some landlords will sit on the ground before starting the price. Once, a headmaster of a campus experienced a 3% increase in two years, and was severely cut by the landlord, but he was unable to do so.
6. Give more preparation time for renovation, which will greatly help the opening of the campus.
7. industrial and commercial registration and tax cancellation can be supported. Once a friend of the headmaster rented a place, only to know that he could not register. At that time, everything was too late.
8. Can outdoor billboards be set up? If they are on the second floor, can there be advertisements in the corridor? This is very necessary. If there are no problems, it will greatly enhance the exposure of the campus.
9. To prevent vicious competition: especially for door-to-door competition with the same floor and the same category, it is necessary to sign a competition agreement with the landlord to maintain their own safety in the area.
step 9: follow the famous brand.
With famous brands, ordinary people will think of KFC and McDonald's, which are the kings of offline stores. So who is the KFC and McDonald's in the education industry? For example: learning and thinking, New Oriental, elite education, Park New Education, Xueda Education, Only Education, Jinghan Education, Great Man Education, etc. Studying their course price, user positioning and planning of selecting areas, we can often use it as a benchmark to make ourselves have a better judgment on site selection.