Location is key. I can’t stress this enough. It makes all the difference between a thriving centre and one that’s constantly struggling to fill seats. I’ve seen owners with brilliant tutors and excellent teaching methods fail to fill up seats simply because they chose the wrong location. And I’ve seen average centres do remarkably well because they positioned themselves perfectly.

So let me walk you through exactly how I approach this.

Understanding The Demographics of Your Market

First things first – you need to understand the demographics of the area you’re considering. And I’m not talking about just having a vague sense of “oh, this seems like a nice area.” I mean really visiting the area, getting a feel for it and digging into the data. Look at the salary strength of the families living there. Check out the average household income. What kind of jobs do people have? Are they office workers, professionals, tradespeople?

Here’s something I learned the hard way: the richest areas aren’t always your best bet. In fact, sometimes they’re the worst. Why? Because families in those areas have the money to afford private tutors who come to their homes. They’re paying £50, £60, even more for one-on-one sessions. Your tuition centre, no matter how good it is, is going to seem like the budget option to them. And they’re not shopping for budget options.

Instead, I’ve found the sweet spot is in solidly middle-class areas. Places where parents care deeply about their children’s education and are willing to invest in it, but where private tutoring feels like a luxury they can’t quite justify. These parents see a quality tuition centre as the perfect middle ground – structured support at a price that doesn’t break the bank.

Doing Your Homework on Competitors

Once you’ve identified a few potential areas, it’s time to do some detective work. Open up Google Maps and search for tuition centres in the area. This is crucial. You want to see who’s already operating there and how saturated the market is.

Are there five centres within a mile radius? That could mean two things: either the area has strong demand for tuition (good news), or the market is overcrowded (bad news). You’ll need to figure out which one it is. I’ve always found it best to go into a market where there is demand. You can’t create demand in a particular area, not in the tuition centre business atleast. 

Visit their websites. I know it sounds obvious, but you’d be surprised how many people skip this step. Look at what subjects they’re offering, what age groups they’re targeting, and most importantly – their prices. This gives you a benchmark. If everyone’s charging £15 per hour and you were planning to charge £10, you might be undervaluing yourself. If they’re all at £20 and you were thinking £30, you might be pricing yourself out of the market.

But here’s where it gets really interesting. Don’t just look at their websites and call it a day. Pick up the phone. Call them as a potential customer. Yes, I know it feels a bit sneaky, but this is business, and this is how you gather intelligence.

When I was scouting locations for one of my branches, I called up a few competitors in the area. I asked about their class sizes, their timetables, their booking process, how quickly I could get my “child” enrolled. The information I gathered was invaluable. Once, I booked my kids for a trial at one of the local tuition centres, just to get a feel for what they did, and how their experience differed. It’s definitely worth trying. Maybe you might be able to learn a thing or two, or get reassurance that you’re doing just fine.

The School Connection

Now, here’s something many people overlook: the local schools. Visit them. Talk to them. Build relationships with them.

Check out their facilities. Are they well-maintained? Is the area generally well-kept? These things tell you about the community’s investment in education. 

More importantly, gauge how helpful the school management is. I always introduce myself, explain what I’m doing, and ask if they’d be open to working together in the future. Some schools are brilliant – they’ll let you put flyers in their reception area or mention your centre to parents who ask about extra support.

These relationships can make a difference. Some of our students hear about us through recommendations at the school where we lease our premises. 

The Practical Stuff

Beyond the demographics and competition, look at the practical aspects of the location itself. Is there parking? Parents doing drop-offs and pick-ups need somewhere to park, even if it’s just for five minutes. I’ve seen centres lose students simply because parking was a nightmare.

What’s the public transport like? Older students might be coming on their own. If your centre is a 20-minute walk from the nearest bus stop, you’re limiting your market.

Is the area safe? Visit at different times of day, especially when many tuition sessions run. You want parents to feel at ease when dropping off their kids, particularly in winter when the evenings draw in early.

What else is nearby? Being close to other family-oriented businesses – a library, a children’s activity centre, a café where parents can wait – can be a real advantage. That’s why you’ll find one of my branches on the high street, where there’s always plenty going on. 

Trust Your Gut

Finally, after you’ve done all the research and analysis, trust your gut. Walk around the area. Talk to shop owners. Buy a coffee and chat to the barista. You’ll get a sense of the community. Does it feel like a place where education is valued? Do you see young families? Do people seem friendly and open?

Location truly is everything. Get it right, and you’re halfway to success. Get it wrong, and no amount of brilliant teaching will save you. So take your time, do your research, and choose wisely.

Your future self will thank you.