Is the school located in a depression?

I believe that many principals are often at a loss when they start a school and in the process of site selection. It also laid a serious hidden danger for the failure of running a school in the future.

Judging from my choice to communicate with many principals, the difficulties in their site selection can be mainly summarized into three aspects:

Difficulty 1: there is no scientific basis for choosing a place by feeling: judging a place by experience and intuition is very risky. The headmaster's friends often can't explain the location clearly. 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 influenced them, not the wrong location. I feel that site selection ignores the significance of scientific site selection, so the risk of project failure is great.

Difficulty 2: It is difficult to obtain the store location in the mature business district, and the investment income forecast is short. Now the store location in the mature business district is hard to find, and the rent and deposit are high, which further increases the cost and occupies a lot of money. A little carelessness will affect the cash flow of the company's operations. At the same time, the investment income will not be accurately predicted when choosing the location of the store. The rental cost is higher than the industry profit rate, and the net profit will be further diluted, which will also lead to the failure of the store operation.

Difficulty 3: Lack of system and standard: The planning and location of an educational institution has become the biggest problem when expanding. In order to reduce costs or avoid fierce competition, the layout of business districts is chosen, often because it is impossible to predict the mature opportunities of business districts scientifically and accurately, and finally it can only fill holes or make wedding clothes for people. A single store will do. If two, three or four stores are opened, how these stores form a strong linkage has not been considered by many principals at present.

The success or failure of educational institutions depends on site selection, marketing and products. As an old friend, site selection is the first life and death problem that educational institutions need to overcome, so the detailed measures for campus site selection are as follows:

The first step is positioning;

Positioning refers to the positioning of enterprise strategic planning, product system construction and customer group classification. If you want to look at the logic of "positioning", you can analyze how this concept came into being, and then analyze the reasons why "meeting the needs" can't win customers. Finally, it gives how to implant the value of the product into customers' hearts, win customers' trust and generate purchase.

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 speech project to study abroad, because it faces high-end consumer groups and has high requirements on teaching environment, brand, service level and education quality, then considering the location of such people, we can choose the senior office building in the business center as the training place; For example, the best choice for high-end children's language art training is large shopping malls, office buildings, commercial and residential buildings, and then ordinary houses.

2. Positioning of funds

I suggest that the client friend can locate the area according to your prepared financial situation. If a client friend with strong financial strength can consider decent office buildings around urban main roads and large residential areas; If the funds are not sufficient, then the rented lots can be appropriately downgraded to maintain a stable cash flow, residential buildings, campus bottom businesses and so on. , can be used as the main choice.

3. Development direction

If you start from a single center, engage in direct sales in a down-to-earth manner; Or take a city as the center, start with 1 flagship store, and then expand to the whole region, the whole province and even the whole country, then the development orientation will take the form of high dimension and low level, and then realize rapid expansion under the premise of management specification, product specification and service specification; If you rely on other people's brands, go through a few years first, store all the conditions, and then stand on your own brand when the time is ripe. These development orientations are actually based on the existing resources, conditions and personnel of the principal, and there is no distinction between good and bad.

Therefore, know yourself and know yourself. Positioning well is the first element of success.

Step 2, delimit the area;

Dear schoolmasters, after positioning, you should divide your area and see how the educational resources in your area are concentrated. You can buy the latest local map to divide the region, or you can use Google Maps and Baidu Maps to divide and search the region. There are two general analysis methods:

1. central canvas method (large interval)

Taking the pre-selected address as the center, measure the interval of 1 km, 3 km and 5 km, delimit the area, in which kindergartens, primary schools, middle schools and universities should be marked, and make a resource map of colleges and universities; At the same time, we should mark the community, supermarket, bookstore, etc. , and make a supporting resource map; It is also necessary to mark subways and bus stops and make traffic maps; Finally, mark the surrounding educational institutions and make an educational atmosphere map and a competitive brand map.

2. Image presentation method (close range)

Taking the pre-selected address as the center, taking photos in the east, west, south and north directions, and putting them in the corresponding positions on the street view map for comprehensive comparison, it has a strong sense of the scene and is very suitable for displaying, reporting and analyzing 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 the format

Educational format is the aggregation effect of educational institutions, which often brings huge flow, which can be roughly divided into three types:

1, the first is similar aggregation 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 Wen Shu Hospital, and go to Jiuyanqiao in a romantic bar. Why is this happening? It is precisely because of the business climate that you can choose and buy beautiful goods and frugal services. The same is true of 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 is the business aggregation format: mainly large shopping malls, aggregating department stores, restaurants, entertainment and education complexes. Well-known shopping malls in Chengdu include: wanda plaza, Kaide Jiamao, Yintai Shopping City, etc ... The rental cost of such venues is very high, so institutions with insufficient strength should not consider such venues yet. Of course, the superior business aggregation ability can also save some marketing costs for the organization and easily achieve the effect of brand abandonment. So it will also increase the success probability of educational institutions.

3. Third, the community aggregation format: mainly using the advantages of large community population, nearby educational resources, convenient short-distance classes and relatively low operating costs to attract a large number of education and training institutions. Although some of them are in the periphery of the main city or business circle, they have become excellent places for many small and micro training institutions to start businesses, so entrepreneurs with insufficient funds, resources and products can also focus on this way.

The fourth step is to investigate more;

1, during the day, the business circle radiates people's purchasing power, such as cars they drive, clothes they wear, consumer prices, people's educational quality and so on. At the same time, you should also pay attention to whether this kind of consumer group matches your education project.

2. Look at the real occupancy rate of the community at night: How many people come home from work on campus? How many lights are there around 2 1 pm? Don't try to find cheap rent. Cheap places are often short of people. Without the flow of people, all business forms would cease to exist. At this time, wasting time and money will also kill your will.

3. See if the customer flow of peers is enough: If the parents of local institutions actively register and have a high frequency of re-purchase, it is obvious that there is a strong sense of consumption in that area, consumers have strong purchasing power, the consumer market has been opened, and customers have been educated, so the cost of obtaining customers is low.

The fifth step is to check the history;

Pay attention to whether there is a commercial dispute: if there is a property right lawsuit between the property and the developer, there is a debt dispute on the leased floor, and the property right is unclear. Once a principal signed a contract and found that he could not register a company without a real estate license, which finally brought a devastating blow to his newly opened educational institution.

The sixth step is to look forward to the future;

Regional development: Generally, each region has a five-year plan and a ten-year outlook, which has great opportunities for the planning of educational institutions. The implementation of the policy will often bring a large number of people, and it will also lead to a large number of people moving out. Therefore, the principals and friends need to keep up with the current situation and make long-term plans. Usually, we should follow the regional policy websites, read more news and care more about regional and national affairs.

Renovation of the old city: If the campus of the principal's friend is in the old city, we should always pay attention to the relevant notices of the renovation of the old city, which often has a great impact on the students of educational institutions.

Road construction: If the headmaster's friends choose to choose the main road, they should always pay attention to whether the road can be rebuilt, whether the subway can be built or not. Such a plan should be understood in advance, otherwise it will have an impact on the ending in the later period.

Step 7, compare prices;

I suggest the headmaster's friends choose more addresses in the divided area, comprehensively weigh their location, rent, swimming pool, transportation and other factors, and then choose the best one, record the places they have not chosen, and guide the next store expansion. The common way to compare prices is to make a list of the quotations of pre-selected plots, and then make a decision according to your own strength and project positioning.

The eighth step is to talk about property;

1, do a good job of cooperation with the landlord, so as to form a lasting cooperation. For example, if you carry things on holidays and often visit the landlord, you may get a rent buffer period of 1 month when you encounter cash flow, so you can handle your own life and death problems.

2. All expenses are transparent: for example, the prices of rent, water, electricity, air conditioning and heating should be detailed.

3, price trap: this should be careful, people are indispensable.

4. Payment method of rent: during the talks, talk about the direction of deposit as little as possible, and the shorter the payment period, the better.

Try to sign the lease as long as possible. If the campus runs well, some landlords will sit up and start over. There was once a campus principal who experienced a 30% increase in two years and was severely cut by the landlord, but he couldn't.

6. Give more time to prepare for the renovation, which is of great help to the opening of the campus.

7. industrial and commercial registration and tax cancellation can be provided. Once a friend of the headmaster rented a place and realized 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, it is necessary to have advertisements in the corridor. If there is no problem, it will greatly enhance the exposure of the campus.

9. Prevent vicious competition: especially those who come to the door, are close to the same floor and compete in the same category, they should sign a competition agreement with the landlord to maintain their own safety in the area.

Step nine, 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 are KFC and McDonald's in the education industry? For example, studying their course prices, users' positioning and land selection planning can often be used as a benchmark to make a better judgment on the location.