Thursday, 28 December 2017

Superdrive Academy

In this Blog I just want to show you the diversity there is amongst driving instructors. I recently met the owner of Superdrive Academy which is one of the driving schools in Andover, Hampshire.

Sam asked me to revamp her website for her so my initial thing to do is to contact the customer and arrange a meeting. This is a necessary step as I find it best to try and meet up with the owner of the driving school so I can hopefully get a vibe for their business and what their about. Before I travelled to meet Sam, I first researched to see how many driving instructors in Andover there was. I was surprised to see so many.

So I travelled to Andover to meet up with them and we met up for a coffee in the town centre. I asked them to tell me a few things about themselves and why they had chosen to be a driving instructor. During our conversation, it was clear to see that they where very enthusiastic and driven by two things, one was road safety and the other was running a business. After listening to them for a short while, it became clear that they where a business first and foremost and wanted to succeed in this area of business.

I also discovered that they had now taken on a new ADI and in the short amount of time they'd been in business, they had already expanded. This now means that they can offer twice as many driving lesson in Andover and receive a good healthy profit from just having one instructor extra out on the roads working for them.

What was very impressive was that they are diversifying into different markets and that is their clients generally come from different ethnic origins too. This means that they can cater for Urdu, Punjabi and Gujrati speaking clients as they now have a driving instructor in Andover on their franchisee who can also speak these languages. I asked them if this was a niche in their market and they sort of agreed that it is in their local area as there aren't any driving instructors that can cater for these languages.

I explained to them that this is great providing that there is enough demand in their community and there are lots of clients who prefer using their own language - as an after thought, I thought that this was a stupid sweeping statement by me.

Superdrive Academy wanted to be known as one of the best  instructors in Andover and they where only currently offering driving lessons to females. I asked them why this was and pointed out to them that they where limiting themselves and that if they wanted to expand then they would have to market themselves for both male and female pupils.

We chewed over the fat on this and in the end I managed to persuade them to change their offering to also cater for both male and female. By doing this meant that they wasn't restricting their growth rate. So, if they wanted to expand their staff even further by taking on extra driving instructors then they could do this sooner rather than later.

Superdrive Academy already have a website so we got down to talking business and discussing what their requirements where and what their end goal was. We discussed lot of things such as their design, brand, look and feel, exposure on social media platforms such as Twitter, Facebook and Instagram.

We had to reevaluate their pricing structure, not just for normal driving lessons but also for offering discounts for any block bookings they wanted and any student discounts and those sort of things. Superdrive Academy didn't want to be one of those driving instructors in Andover who offer cheap driving lessons near me gang. Instead, they wanted to be very competitive and also be the leader in price in a few years to come.

After a few hours I had all the information I needed and it was time now to get back to the office and start making a strategy for Superdrive Academy in Andover so we both went through deadlines and made a plan going forward. I told them that I would touch base with them in one week's time to finalise the strategy and go through the design principles, if this could be signed off we could then move onto step 2 which will be to get the layout of her brand updated, create artwork and the layout for her website.

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