There is a saying in the education and training industry that the success or failure of education and training institutions depends on location, teaching and marketing.

I have also met many good institutions, which failed because they chose the wrong address. Location is very important, so how to choose a scientific location and what kind of location training institutions can develop better?

Summarized the following three points for reference:

First of all, make clear the factors that affect campus site selection.

Second, master the specific methods of campus site selection.

Third, the process of defining the orientation of education and training institutions.

First of all, make clear the factors that affect campus site selection.

There are many factors that affect the location of campus. What really affects your campus location? We summed up six items:

1. Policy and legal factors

School site selection must consider the policy and legal factors of local education. If the address you choose does not meet the requirements of local policies and laws for running a school, you will not be able to apply for relevant licenses, such as business license, school license, school fire permit, etc. As a result, the school can not operate legally, and it is likely to be blacklisted and closed down, causing great losses to the institution.

Especially since March this year, the four ministries and commissions have jointly rectified and standardized private education and training institutions, demanding the closure of schools that do not meet the requirements for running schools-fire safety is not up to standard, safe passage is not up to standard, the nature of housing use is not up to standard, the quality of buildings with full property rights is not up to standard, and the materials used for housing are not up to standard.

Moreover, even if the above conditions meet the requirements, many regions also put forward specific requirements for private education and training institutions in terms of floors, school area and property rights.

Therefore, when selecting a site, it is necessary to check whether the site meets the conditions for local private education and training institutions to handle relevant licenses.

2. Training brand, orientation and main factors

When choosing a site for the campus, we should consider the brand awareness and positioning of the current training objects of the institution. Is the institution or product a first-line, second-line or third-line education and training brand? Is your training institution positioned as high-end, middle-end or low-end?

Generally speaking, studying English, such as New Oriental, Wall Street English and other high-end brand training programs, should be chosen in high-end office buildings or large Moore supermarkets.

Because these brands have strong consumption power and high-end training should have matching school space, environment and conditions, so big brands and high-end projects are suitable to be located in these high-end properties.

This site selection is based on the characteristics of the theme, the characteristics of the audience and the popularity of the brand, so as to achieve the matching of culture, value, price, image and grade, and at the same time take into account the characteristics of customers' needs to meet the actual needs, psychological needs, cultural needs and sense of value of the target customers, thus laying the foundation for our operation.

On the contrary, it is better for the assistant to choose a place near the school in the later period of custody, and it is best not to cross the road. Because students crossing the road will increase the risk of travel.

General culture classes and art education and training are chosen near the school or in the community.

Because these local training institutions gather, the target customer flow is large, and it is easy to reach our customers. If they can complement the surrounding training institutions, it will be easy to recruit students, thus reducing our enrollment cost.

Many small and medium-sized educational counseling institutions adopt this site selection method, such as Wenxin School, Gold Medal Education, Wisdom Education, etc., all of which are located in the community.

3. Location factors of lots

Location determines the convenience of customers' travel and the time cost and travel cost of users. Especially now, traffic jams everywhere make it more and more inconvenient to travel. The location of education and training institutions is becoming more and more important.

Imagine if the training institution is far away from the customer's location and parking is difficult, will many users be willing to sign up for this training school?

The convenience of campus location also determines the distance between institutions and customers, affects the number of customers' visits, and then affects the operating performance of institutions.

Therefore, we must consider the traffic conditions near the campus when choosing the site. For example, when choosing a site, you should consider:

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

Is it convenient to park? Are there frequent traffic jams? Traffic jams and inconvenient parking will also bring troubles to users.

Are there any obstacles in the middle of the road? Some barricades are particularly long, and it takes a long way to turn back, which is a waste of time and inconvenient. Therefore, when choosing an address, you should choose a place with no obstacles or short obstacles.

What is the visibility of the campus? Once I took a taxi to a school, but the taxi driver couldn't find it. Imagine this school. How can parents visit it? Nowadays, the competition in education and training is so fierce that the fragrance of wine is not afraid of the depth of the alley.

Can pedestrians on the roadside see the house number? The door signboard can play the role of advertising drainage, and it is very important to have an eye-catching door signboard, so this factor should also be considered when choosing.

Is the location of the campus in the mainstream of students going to and from school? We can often see a street with a particularly heavy traffic on one side and almost no pedestrians on the other. Shops with pedestrians on the street must have a large flow of people and a high customer arrival rate. Therefore, when we choose the site, we should also consider which way students go to and from school, and we will choose the campus.

Only by choosing a place that is convenient for users to travel and can save costs for users, including time cost and money cost, can users give priority to us under the same conditions.

4. Target customer factors

When choosing training institutions, we must investigate the total number of target customers in the pre-selected campus location, the age composition, income composition, occupation composition, class composition, consumption ability, consumption tendency and educational consumption concept of nearby residents.

Why are you investigating these?

Because these factors determine the market size and type of pre-selected places, as well as the educational consumption power of users, they also determine the type, discipline, discipline level, scale and level of schools to be set up by training institutions.

If you want to start a school of preschool education, fine arts, children's English and other disciplines, then your pre-selected campus location should be around a place where the age structure of the community is relatively young, the children are relatively young, and there are primary schools and kindergartens around;

If you want to offer college entrance examination training, middle school culture class counseling and art culture counseling, there should be high schools, art high schools and junior high schools around your pre-selected place;

If we want to offer vocational education, we should consider the age range and user characteristics of the target users. For example, for school training, you can choose areas where colleges and universities are concentrated and adult training, and you can choose densely populated areas or young and dense communities.

5. Competitive factors

Know yourself and know yourself, and you will win every battle. Understand the competitors around the school, and provide reference for the establishment, propaganda means and enrollment strategy of the school.

The commonly used survey methods are: field visit and questionnaire survey.

What is the research content?

Courses, places, teachers, fees, school characteristics, enrollment strategies, licenses and number of students offered by competing products.

Finally, some analytical tools such as SWOT analysis are used to make a comparative analysis of strengths, weaknesses, opportunities and threats, and to make a comparative analysis of customer needs, competitors' characteristics and their own ability advantages, so as to form a positioning gap with competitors as far as possible, form differentiation, establish their own unique selling points and put forward their own unique sales propositions, thus forming their own competitive advantages in the future market competition.

When choosing a site, we should consider our own advantages and abilities, our own advantages and disadvantages, so as to foster strengths and avoid weaknesses and lay a foundation for future management and operation.

6. Property conditions and service factors

The cost pressure of training institutions is high, and the rent cost accounts for a relatively large proportion, so the future operating cost of the school should be considered.

At the same time, we should also consider the lease term. Generally speaking, the lease period is at least three years. First, the short lease term is not conducive to the long-term development planning of the school. Second, the relevant government education and training management departments have clear requirements for the lease period of the school.

In addition, the landlord's price adjustment factor should be considered when selecting the site, so as to prevent the landlord from arbitrarily raising prices and increase future operating costs.

When choosing a training institution, we should also consider the surrounding environment. The chosen address must have a cultural atmosphere and a relatively quiet environment, because it is conducive to students' study and counseling. Pre-selected schools should stay away from hospitals, game halls, restaurants, dance halls and other places to create a quiet learning atmosphere for students.

A training institution in Henan province had to close down because it chose a place opposite the ballroom to run a school, and its students were scarce.

The headmaster never knew why there were so few students in his school, but a parent gave him feedback that the school was too close to the ballroom, which would affect the children's study.

When selecting the site, we should also consider the water, electricity, gas, heating and network conditions of the leased property.

I know a friend who chose a property without heating when choosing a site. As a result, after entering the winter, the weather is cold and the conditions for students to attend classes are not good. As a result, the attendance rate of students is extremely low, the learning effect is extremely poor, the experience is not good, and finally the school fails.

Urban planning should also be considered when selecting a site. Sometimes, schools don't do it for a long time because they don't consider urban planning. As a result, urban planning and construction had to be relocated, which not only caused investment losses, but also caused a large number of students to lose their jobs and teachers to leave their jobs.

The initial stage of Wuxi Tengfei Education was built in front of the school. As a result, the number of students decreased greatly for more than a year, and the teacher left and almost closed down.

Second, master the specific methods of campus site selection

After knowing the factors that affect the site selection, you begin to implement the site selection work. Faced with so many factors, you will feel confused.

So at this time, you need to master some scientific site selection methods to help you sort out your site selection ideas.

1.？ Analysis method site selection

Site selection analysis is a comprehensive analysis of the above factors affecting site selection, combined with the discipline characteristics of training institutions in our college, to comprehensively analyze and judge the format, brand influence, product market positioning, competitors' advantages and disadvantages, and their own advantages and disadvantages, so as to realize their long-term sustainable development. What are the good analytical methods?

3C positioning analysis method:

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

Please refer to the following figure:

SWOT analysis method:

The so-called SWOT analysis, that is, the situation analysis based on internal and external competitive environment and competitive conditions, lists the main internal strengths, weaknesses, external opportunities and threats closely related to the research object through investigation, arranges them in matrix form, and then analyzes them by matching various factors with the idea of system analysis, from which a series of corresponding conclusions are drawn, which are usually decision-making.

S (strength) advantage and W (weakness) disadvantage are internal causes, while O (opportunity) opportunity and T (threat) are external causes.

According to the complete concept of enterprise competitive strategy, strategy should be an organic combination of what an enterprise can do (that is, the advantages and disadvantages of the organization) and what it can do (that is, the opportunities and threats of the environment).

2. The following method (celebrity method) site selection.

Follow-up method (celebrity-side method) is a site selection method that follows the well-known brand education and training institutions in the education and training industry and opens the campus of education and training institutions next to them.

For example, McDonald's is next to KFC, so-and-so catering is next to Haidilao, and Taiwan Province 52℃ dessert shop is opened with Starbucks. ...

This site selection method has four advantages:

1. Since a well-known brand education institution has opened a campus here, this place should be very good.

2. Opening a campus next to the brand organization can share the student flow brought by the brand organization.

3. Open a campus next to the brand organization. If the hardware conditions are similar, at least people think that you must be ok. Otherwise, how dare you run a school next to such a powerful institution? You can quickly enhance your brand value.

4. The prices of general brand organizations are relatively high. If we can do a good job in teaching quality and service, and then the price is lower than his, we can attract many students and realize low-cost marketing operation.