HOW TO GET THERE FROM HERE - The Sullivan Story Presentation

How to get there
from here…You
can do it!
MIKE, CINDY, AND MATTHEW SULLIVAN
FRANCHISEES FROM ABILENE, LUBBOCK AND
FORT WORTH, TEXAS
Mike’s Background
§
16 years as a Sylvan franchisee.
§
Prior to Sylvan, 25 years spent in automobile
business, the last 3 spent as a franchised dealer
with two partners and 10 franchises.
Cindy’s Background
§
Responsible for Sylvan’s accounting,
payables/receivables, student store, office
supplies.
§
Oil and gas accounting background and real
estate experience.
§
Raised Matthew and his brother Michael.
Matthew’s Background
§
Has 4 years of Sylvan experience. Started as a
Director and has been a partner/franchisee for
the last 2 years.
§
Former Collegiate Baseball Player.
§
Prior to joining Sylvan, Worked 2 years as a
Business Technology Consultant for DOCUmation
in San Antonio.
Sullivan’s Sylvan History
May 2000- Purchased first Sylvan in in Abilene, TX.
§ November 2002- Purchased second Sylvan in
Lubbock, TX.
§ September 2014- Purchased third Sylvan in
September 2014 in Fort Worth, TX.
§ January 2016- Opened satellite in Sweetwater, TX.
§
Abilene Center Data
§
City with a population of 105,000.
§
13,450 K-12 students in households with incomes of $50,000+.
§
Median family income is $41,697.
§
Abilene had revenue of $817,000 in 2012 and $1,078,000 in 2015
(+261,000 or +32%).
§
Has had 4 consecutive all-time record years and through this point
in 2016 is already tracking for a 5th
§
In 2014 and 2015 has gone over $1 million in revenue.
§
All numbers are retail only. No Contracts or SES.
Lubbock Center Data
§
City with a population of 210,000.
§
20,200 K-12 students in households with incomes of $50,000+.
§
Median family income is $42,446.
§
Lubbock had revenue of $716,000 in 2012 and $1,080,000 in 2015
(+$364,000 or +51%).
§
In 2014 and 2015 went over $1 million in revenue.
§
All numbers are retail only. No Contracts or SES.
Fort Worth Center Data
§
City with a population of 812,000.
§
65,000 K-12 students in households with incomes of $50,000+.
§
Median family income is $54,946.
§
Fort Worth had revenue of $283,500 in 2014 (Sullivans took over in
September 2014) and $599,500 in 2015 (+316,000 or +111%).
§
In 2016, through April 19 is $117,000 ahead of 2015’s pace through
the same time frame (+74% year over year).
§
All numbers are retail only. No Contracts or SES.
Colossians 3:23
Whatever you do, work at it
with all your heart, as working
for the Lord, not for human
masters.
Processes and Procedures
§
There are processes and procedures for every
activity in every center. We are in the centers
every day and directly involved in all facets of
the operation. We work very hard.
§
The processes are absolutely possible to
duplicate. We have done it in all three centers in
all three markets.
§
Figure out what works and then do it
consistently. It really is that simple and yet at the
same time, that difficult.
Inquiry Calls Drive Everything!
§
The inquiry calls is the single most important activity in the center.
NOTHING is more important than inquiry calls.
v
Script- a step by step explanation of what we do, how we do it, what it
costs. We ask the parent to make a decision to schedule an IDA.
v
All Directors are required to memorize the script, practice it on their own,
and role play it with other Directors until they can make it
conversational.
v
Role plays are done continually with other Directors in each center, with
Directors in other centers, and with Mike and Matthew for the purpose
of continual improvement and refinement.
v
Actual inquiry calls are recorded, critiqued, and analyzed. Both 1-800
and in-house recordings.
v
Fridays at noon we do training sessions between all 3 centers and inquiry
calls are a frequent topic. We listen to recorded calls and all Directors
critique the call.
Inquiry Calls Drive
Everything!(continued)
v
v
v
v
v
v
An inquiry is defined as any contact from a parent that results in a
conversation about Sylvan services regardless of quality, ability or level
of interest. All inquires are required to be entered in IMPACT/Symplicity.
Web inquiries count as an inquiry only if we make verbal contact.
Data tracked continually and shared individually as well as with all other
Directors. Occasional bonuses or incentives directly tied to booking
IDAs.
Follow ups are required and tracked continually. Three attempted
follow ups are required by phone and testimonies email sent to each
contact.
Matthew checks, verifies, and sends emails to Directors whenever follow
ups are not sufficient or guidance is needed. Every inquiry in every
center is checked for proper follow up.
Again, NOTHING IS MORE IMPORTANT THAN INQUIRIES!
Inquiry Calls Drive
Everything!(continued)
v
v
v
v
v
v
An inquiry is defined as any contact from a parent that results in a
conversation about Sylvan services regardless of quality, ability or level
of interest. All inquires are required to be entered in IMPACT/Symplicity.
Web inquiries count as an inquiry only if we make verbal contact.
Data tracked continually and shared individually as well as with all other
Directors. Occasional bonuses or incentives directly tied to booking
IDAs.
Follow ups are required and tracked continually. Three attempted
follow ups are required by phone and testimonies email sent to each
contact.
Matthew checks, verifies, and sends emails to Directors whenever follow
ups are not sufficient or guidance is needed. Every inquiry in every
center is checked for proper follow up.
Again, NOTHING IS MORE IMPORTANT THAN INQUIRIES!
Inquiry Performance Tracker
Cumulative 2015
Director
IDA INQ
IDA
% IDA
HS INQ
HS
% HS
Adv R INQ
Adv R
% Adv R
Total INQ
Total
% Total
Mike
4
4
100%
0
0
0%
0
0
0%
4
4
100%
Matthew
51
36
71%
1
1
100%
0
0
0%
52
37
71%
Brice
20
21
105%
1
1
100%
0
0
0%
21
22
105%
Trey
197
115
58%
1
2
200%
0
0
0%
198
117
59%
Jeff
47
33
70%
0
0
0%
0
0
0%
47
33
70%
Kyla
34
17
50%
1
1
100%
0
0
0%
35
18
51%
Whitney
38
19
50%
1
0
0%
0
0
0%
39
19
49%
Casye
20
10
50%
0
0
0%
0
0
0%
20
10
50%
Beau
25
13
52%
0
0
0%
0
0
0%
25
13
52%
Total
436
268
61%
5
5
100%
0
0
0%
441
273
62%
Holding Directors Accountable
Holding Directors Accountable
Cultural Attitude- Always improving. Never
satisfied. Excellence is the standard.
Welcome Conferences for IDAs
§
Welcome student and parent, give tour of center, do Connection Builder, get
parent info packet completed (verify with information in Symplicity), collect
balance of testing fee (we do not discount IDAs; $150 per single subject; we
require a $50 non refundable deposit to schedule IDA)
§
MOST IMPORTANT STEP: confirming the Enrollment Conference (refer to as an
Academic Consultation) correctly
v
“Who all will be involved in the academic and financial decision making of
_____? Will all of those people be in attendance? We ask that there be no
children. This meeting is for adults only. It will be approximately an hour long.”
v
Verification and names of decision makers is then entered in Symplicity for
Enrollment Conference conductor to be aware of who to expect
v
If all decision makers cannot attend then meeting is to be rescheduled until all
parties are present
v
The day before the EC, Directors call to confirm meeting and confirms again
that the parties listed will all be present. Again, reschedule if anyone cannot
attend.
v
Only exception would be if a husband works out of town for extended period of
time will we do an Enrollment Conference without decision makers (ex: military
husband). In that case we request that he be on a conference call.
Enrollment Conferences
§
These are conducted primarily by Matthew or Mike or by
experienced, highly trained Directors who have a proven track
record of success in other sales functions such as inquiry calls,
renewing prepays, salvaging disenrolls, etc.
§
Typically a Director would not be doing these with less than 8-12
months of experience. Not all Directors do these, only a select
group.
§
Again, the process is scripted, practiced, coached, recorded,
critiqued, and analyzed by Matthew/Mike and other Directors.
Performance data is tracked, analyzed, and shared. This is ongoing.
We don’t ever stop analyzing/coaching and striving to improve
Enrollment Conference effectiveness. Even Matthew and Mike will
critique each other.
Enrollment Conferences
continued…
§
The time and financial sacrifices of the program are emphasized
and openly discussed with the parent from the beginning of the
conference. The goal is NOT just to enroll the student. The goal is to
set up the long-term nature of the enrollment from the get go.
§
All payment options are covered with every parent regardless of
appearance or anything the parent may have said that indicates
leaning for or against a particular payment option
§
In 2015, 22% of Abilene revenue was through financing, 28% in
Lubbock, and 38% in Fort Worth.
§
We tell parents up front “this is not a quick fix program…this is a
complete and thorough fix program.” Set up expectations
appropriately from the very beginning in order to establish a
long-term, successful enrollment.
2015 Enrollment Conference
Distribution Between
Abilene/Lubbock/Fort Worth
§
Total ECs= 797
§
Mike ECs= 277
§
Matthew ECs= 338
§
Kyle ECs (FW)= 75
§
Trey ECs (ABI)= 42
§
Jonathon ECs (LBK)= 64
§
Mercedes ECs (LBK)= 1
Enrollment Conferences continued…
I want to take a minute to brag on my boy, Kyle Leafgren. This dude has made huge strides in the last 2 months as you will see
below. How had he done it? Because the dude has as much “fire in his belly” for success as anyone I have ever seen! The guy is
constantly seeking opportunities to improve himself by recording his ECs and asking for feedback, listening to other people do ECs,
typing up the verbiage so he can get it exactly right, practicing/memorizing that verbiage, etc. etc. Bright, bright future and lots of
opportunities heading this guy’s way in his Sylvan career! If your looking to grow your career here and you want someone to
model yourself after, Kyle Leafgren is about as good of a choice as there is. Amazing work dude!!
October 27 to December 18: 29 ECs
Enrollments: 25 new students
Percentage Conversion: 86%
From: Matthew Sullivan [mailto:matthew@sylvanabilene.com]
Sent: Tuesday, October 27, 2015 8:30 AM
To: Kyle Leafgren <kyle@sylvanfw1.com>
Cc: Mike Sullivan <mike@sylvanabilene.com>
Subject: EC Performance
September 1 to October 27: 31 ECs
Enrollments:
21 new students
Percentage Conversion: 67.7%
Ongoing Conferences
§
All Directors are required to carry a student case load.
Matthew and Mike carry small, select student case loads
in Abilene/Lubbock and none in Fort Worth.
§
Ongoing Conferences are required to be conducted
every 12 hours in face to face meetings. Weekly reports
are run to verify that conferences are current and up to
date. Emails are sent to Directors when they are not.
Confirmation calls are made a day before every
Ongoing Conference to confirm the appointment.
Ongoing Conferences
continued…
§
Very specific plan and method to conducting Ongoing
Conferences. The points to be emphasized are
relationship/rapport building and demonstrating
historical progress (where we were, where we are, where
we are going.
§
ABOVE GRADE LEVEL PERFORMANCE is advocated as
the goal in every inquiry call, every enrollment
conference, and every ongoing conference. Our job is
to help every parent see the value behind making that
as the goal and get them to adopt that as their goal as
well.
Ongoing Conferences
continued…
§
Gift of learning and demonstration of IPAD lessons, My
Sylvan, Sylvan Play, SAT/ACT online are required in every
first ongoing conference.
§
Outstanding make ups, account balance, prepay/loan
status is covered and document in every conference.
§
Teacher comments are shared in every conference.
§
Most importantly, we are EXTREMELY CANDID AND
HONEST. We take full responsibility for the outcome and
will do instruction at no charge when we have not done
what we committed.
Ongoing Conferences
continued…
§
Ongoing conferences are not allowed to be conducted during
peak instruction times at all and can only be done in non-peak
instruction times if another Director is on duty to oversee instruction.
Ongoing conferences are encouraged to be outside of instruction
hours unless it is completely unavoidable.
§
All conference notes for all centers are read weekly by Matthew or
Mike, analyzed, and emails sent to Directors as appropriate.
§
Coaching, critiquing, development in this area are continual. We
are convinced that the satisfaction and goal completion happens
in these meetings more than any other place. We listen in and
record these meeting frequently.
§
Revenue per enrollment averages $4,000+ in all 3 centers
Loan and Prepay Renewals
§
Programs do not end at the end of a loan or prepay. We assume
renewal and work diligently to get it. Any disenroll requires a 30-day
notice, regardless of the payment method.
§
Every ongoing conference we discuss credit balance and set up
expectations for renewal. Two to three months out we review
options of prepay, loan extension, loan consolidation, monthly pay.
Disenroll is never even presented or mentioned as an option.
§
The first of every month we send an email to all centers detailing
prepays/loans that will expire with the next month’s billing. Ongoing
conferences to discuss and renew are required to be scheduled by
the 10th of the month and decisions made/completed by the 25th.
§
The chances of loan/prepay renewal diminish greatly if not renewed
before the funds have been used up.
Instruction Oversight
§
The priority during instruction time is one thing and one thing only: instruction and
ensuring the quality of what we are delivering.
§
We cannot possibly deliver the quality of instruction that we are committing if
Directors are not actively involved in oversight, management, and accountability
of our teachers.
§
Directors are assigned to instructional hours that they are to be in the center,
moving from table to table, interacting with students and teachers, and helping
where they are needed. This is all done to ensure that teachers are following
programs and processes and that they are corrected when they are not.
§
During oversight hours, Directors cannot prepare conferences, make phone calls,
take inquiry calls, etc. because the PRIORITY DURING INSTRUCTION IS INSTRUCTION.
Ultimately, who provides the
oversight and management?
§
Matthew and Mike have their thumb on literally everything that
goes on in every center.
§
There is constant accountability to every single process in every
single center. This is the absolute key to running a successful, high
volume center in our opinion. A center simply will not be successful if
you don’t inspect what you expect.
§
If you do turn the responsibility of this over to someone else you must
be thoroughly convinced that they are highly reliable, that they will
run the business as if it were their own, and that they will not
compromise the high level of quality you insist upon.
§
By far our greatest challenge in running high volume operations is
that we have not been able to identify people who will do this to
the level that we insist it be done at.
Ultimately, who provides the
oversight and management?
Continued…
§
We experience Director turnover regularly because of the level of
expectation that is placed on them. We refuse to accept mediocre.
We refuse to accept OK. Ok is considered failure. We push to gather
the highest quality team of Directors we can.
§
Much time is spent in recruiting, hiring, and training as a result. We
are always recruiting, always seeking the best talent available.
§
We continue to provide the day to day oversight because we have
yet to find someone to completely turn it over to.
Is it all worth it?
§
The ultimate question that must be answered is
this: Is it worth the time and effort?
§
It really all comes down to what you want for
your business and what you are willing to put
into it in order to get what you want. Literally,
there are tons of ways to run Sylvan centers. This
is one way.