INTRODUCTION xixHow the Book Is Organized xxHow to Use This Book xxPART 1 ESL INDUSTRY OVERVIEW 11 ESL FACTS AND FIGURES 3International Students 4Immigrants 5Industry Needs and Trends in Your Area 62 ESL BUSINESS OPTIONS 7Starting a Tutorial Service 7Students 8Programs 8Locations and schedules 8Tutorial fees 8CONTENTSviiStarting a School 8Students 9Programs and courses 9""English only"" policy 9Types of locations 10Peak seasons 11Tuition fees 11ESL Products 11English-on-the-Go 12Teacher Training 12ESL Services 13Homestay 14Which ESL Option Is Right for You? 14PART 1 EXERCISES 15PART 2 STARTING AND RUNNING AN ESL TUTORIAL SERVICE 173 UNDERSTANDING YOUR ROLE IN THE ESL-TUTORING MARKET 19Exploring Your Market 20Finding a Niche Market 204 DEVELOPING YOUR PROGRAMS AND SERVICES 22Big Picture Planning 22Creating a student profile 23Determining the purpose of your program through a mission statement 23Clarifying your delivery method 24Defining how your services fill a market niche 25Outlining your programs and services 25Establishing an intake and assessment system 26Program and Service Options 30Program options for immigrant youth 31Program options for adult international students 31Extracurricular program options for all ages and types of students 32Organizing and Scheduling 32viii Start & run an ESL teaching businessContents ix5 KEY PEOPLE AND THEIR ROLES 42Program Coordinator 43Booking Person 44Tutors 44Marketer 44Accommodation Coordinator 45Office Staff 45Activities Staff 456 LOCATION AND FACILITIES 467 MARKETING 48Word-of-Mouth Advertising 48Promotional Material 49Agents 49Promotions 508 POLICIES AND PROCEDURES 519 MAINTAINING AND BUILDING YOUR CUSTOMER BASE 53Potential Problems That Could Become Nasty 53Wasting time 54Failing to deliver the goods 54Too many changes and complications 55Inappropriate attire 55Little Things That Promote Team Spirit in Your Students 56Newsletters 56Contests 56Get-togethers and outings 56Being open to extras 57PART 2 EXERCISES 59PART 3 STARTING AND RUNNING AN ESL SCHOOL 6310 EXPLORING YOUR MARKET 65Clarifying Your Market 65Determining Your Target Market 66Considering Which Programs Best Match Your Market 66Making Your Mark 67Responding to Your Market 68Student needs 68Student desires 68Student perceptions 6911 YOUR SCHOOL, YOUR PROGRAMS 72Big-Picture Planning 73Creating a student profile 73Determining the purpose of your programs (mission statement) 73Clarifying your delivery method 74Defining the ways in which your school fills a market niche 74Developing a program overview 75Establishing a system of evaluation 76Program Development 78Developing a course outline 78Using a textbook series 80Creating your own programs 80Thinking about program themes 8112 SERVICES 86Accommodation 86Homestay 87Apartment rentals 89Extracurricular Activities 9613 KEY PEOPLE AND THEIR ROLES 98Director 99Program Coordinator 99Teachers 99Marketer 100Accommodation Coordinator 101Office Staff 102Activities Staff 102x Start & run an ESL teaching business14 LOCATION AND FACILITIES 103Urban versus Rural 103Location Guidelines 10415 MARKETING 105Promotional Material 105Agents 106Word-of-Mouth Advertising 106Promotions 10716 POLICIES AND PROCEDURES 108Common Issues Warranting a Formal Policy or Procedure 109Preparing for Future Policy and Procedure Issues 11017 MAINTAINING AND BUILDING YOUR CUSTOMER BASE 112Little Problems That Can Turn into Big Problems 112Cutting corners 113Awkward coffee breaks and lunch breaks 113Nagging 114Too many holidays 114Lack of take-home materials 115Little Niceties That Spread Good Vibes 115Prizes and gifts 115Welcome Day 116Excursions 116School clubs 118Student of the term 118Parties 119PART 3 EXERCISES 121PART 4 SETTING UP YOUR BUSINESS 12918 DEVELOPING YOUR BUSINESS PLAN 131Executive Summary 132Description of the Industry 132Description of the Business 132Contents xiProducts and Services 133Marketing Plan 133Operational Plan 134Corporate Structure and Support 134Risk Assessment and Action Plan 134Finances 134Appendixes 13519 ASSEMBLING YOUR BUSINESS TEAM 136Lawyer 136Accountant 137Banker 137Insurance Agent or Broker 137Other Individuals Worth Building Relationships With 13820 GETTING STARTED 139What Type of Business Structure Should I Choose? 139Sole proprietorship 139Partnership 140Corporation, or limited liability company (LLC) 141What Should I Call My Business? 141Where Should I Work? 142What Kind of Registration and Licensing Do I Need for My Business? 144What Equipment and Supplies Do I Need to Get My Business Up and Running? 144Home-based tutorial service office 144A school with 20 or more students 14721 PLANNING AND ORGANIZING YOUR FINANCES 151Determining Your Start-up Costs 151Determining Your Ongoing Monthly Expenses 152Obtaining Financing 152Types of financing 152Where to get financing 152Keeping Financial Records 153xii Start & run an ESL teaching businessSetting and Collecting Fees 154Setting fees 154Collecting fees 155Planning for your business expenses 156Getting Contracts for Government-Funded Language Programs 15722 EXPLORING YOUR INSURANCE OPTIONS 158Types of Insurance 158Industry Specific Insurance 159Student health insurance 15923 HANDLING LEGAL ISSUES 161Visas 161Visas for the US 162Visas for Canada 162Accreditation Agencies and Industry Associations 163Hiring Employees 164PART 4 EXERCISES 166CHECKLISTS1 Tutor self-evaluation 432 Opening an ESL tutorial service 583 Opening an ESL school 120SAMPLES1 Typical ESL-school program 102 Profile of students 233 Tutoring mission statement 244 Methodology description 245 Marketing promise 256 Tutoring services schedule 277 AEIOU level assessment 288 Level assessment form 299 Entrance and exit assessment system 30Contents xiii10 Student-led methods of tutoring conversation 3411 Handout for Wish Club communication sessions 3512 Wish Club communication sessions evaluation form 3613 Programs and services 3714 Tutorial contract 3815 Lesson summary (for parents of children in public schools) 3916 Tutor's schedule 4117 Profile of students 7318 Mission statement 7419 Methodology statement 7420 Marketing promise 7521 Morning program overview 7622 Afternoon program choices 7723 Afternoon program overview 7824 Evaluation system 7925 Course outline for an academic class 8226 Student evaluation form 8327 English communication program 8428 Using art as a program theme 8529 Homestay application form (for students) 9030 Homestay application form (for host families) 9331 Homestay policies 9532 Program and classroom policies 11133 Welcome Day schedule 117
