Newly Opened Chinese Language Centre In Marine Parade Attracted 149 Leads In 3 Months

Expanded to a Larger Unit With More Teachers in Less Than a Year

Challenges:

  • No MOE-certified teachers
  • New brand in a crowded market
  • Founder not “traditional profile”

Strengths:

  • Award-winning DailyExcel system
  • Founder is a native speaker who moved to Singapore at age 13

Strategy:

  • Leverage founder story: Ex-banker with global corporate experience due to her effective bilingualism and not just booksmart
  • Positioning: Chinese language education with a focus on real world application, professional advancement and life opportunities
  • Centre values and teaching philosophy: Empathy + bilingual teaching = results
  • Front end offer design: Rebranded free trial as DailyExcel QuickFix Workshop & DailyExcel Headstart Program to increase perceived value

Results:

  • 149 leads in 3 months
  • 27 parents converted despite premium fees
  • Expanded to larger unit and hired more teachers