For a while now I’ve been thinking about starting a language school and wondering what it would be like to teach French, and to run an organization which leverages Nashville’s cultural diversity. I see value in encouraging natives of foreign countries to share their culture with Tennesseans. There is potential for cultural barriers to be broken, or at least bridged, so that foreigners become appreciated and common values shared.
There’s been a lot of thought, but no action. I need to begin with myself, by honing my teaching skills, finding the proper materials, and getting myself out there with students. I’m ready to go from conceptualization to proper planning to make this dream a reality.
Virgin has made its name by breaking into new markets and offering great value, superior service, a fresh approach and a bit of fun. I agree with Richard Branson’s philosophies and will run my school according to them.
1. Customer Loyalty. Offering customers an amazing experience, a cool place to learn, a fun and engaging environment, fun and interesting teachers and materials, and excellent service, makes customer retention the key to growing my business.
2. Unbeatable Value. Low prices combined with excellent service in a great location will create value I can be proud of. It’s important for me not to be greedy. Creating an attractive price point will simply remove a barrier to potential customers, and will build brand value over the long term.
3. Unique Edge. In the branding as well as service positioning, my company needs to stand out. What I offer needs to be different, maybe even something which has not yet been attempted, an original concept. I think the immersive educational experience, with native speakers who teach not only a language, but a culture, can be the differentiator. The secondary vision involves building cultural bridges in the community, where diversity can be valued and common values shared. Nashville is becoming cosmopolitan, so this school will be matching a growing trend.
4. Visibility. Making Headlines. Richard Branson credits this for setting him apart. He constantly puts himself out there connecting with people. I think this part will be fun, as I’m not afraid to “make of fool of myself”, in Branson’s words. When it comes to attracting publicity, he has extravagant launches, uses stunts and stories, funny, attention-grabbing advertising. I will also partner with local business, civic organizations and local government, to host community events and draw people in. The genius is in finding creative ways to motivate people to action.
Great tips from Richard Branson, on the fundamentals of good marketing:
Richard Branson on Building a Brand for Your Business
Richard Branson: Five Questions on Business Philosophy
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