Are New Students The Lifeblood Of Your School?


Are they wrong?

Someone with good intentions said new students are the lifeblood of your school..I say: Yes, if you’re bleeding to death.

What about this:

If you have 200 students and you’re attrition rate is 3% per month, you need 6 new students to maintain your 200 student body. Three should come from referrals, (I did a study, lower attrition=higher referral rates 3%=50%) that means you need to generate 3 new students a month, so three new students are hardly the “lifeblood” of your school, unless….

Your attrition rate is 8%. Now you need 16 new students. You’re referrals will also be less because your program is not as well received and more people will quit.

Which should you be focused on: building a school that needs 3 new students from marketing, or one that needs 16 from your marketing efforts?

To maintain a school with 400 students and a 8% attrition rate means you need 32 students a month, and that buddy means you need a HUGE sales & marketing budget and a bunch of people to run it.

So, Do you want to teach martial arts or market martial arts?

Did you become a Black Belt instructor so you can become a marketer?

Go ahead and market, but make damn sure you take great care of the students you have, because they are the ones that are truly the lifeblood of your school.

R. Reid

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I’ve dedicated myself to finding and sharing the ways and means to balance success and personal goals; learning to “play to your strengths” and follow your heart. And the journey has been truly amazing.


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