New curriculum strategies for better retention... a kru championsway webinar
My Curriculum Strategies for Better Retention by Master Ace Ramirez of
Can we agree on what’s happening in the MA space globally?• Traditional Single Art schools suffered from economy• Rapid growth of interest in MMA• MMA schools are on the rise because….• Challenge: Single instructor, staff development• Blueprint for customer acquisition• Progressive Rank system = retention• Class Management, Planner & Structure• Support system from Organization
So then lets talk about the two most important issues• Why Do Students Quit? – What are you selling? Are they clear about what they are buying?• What is Your Upgrade Strategy?
Why Do Students Quit?Marketing Review:1.What is your messaging before enrollment?2.What is your messaging during trial/intro?3.What is your messaging during beginners course?4.Why should they “upgrade” after beginners course? CONSISTENCY WITH MESSAGE AND CURRICULUM!
Marketing Review Is this how new students view your school BEFORE they enroll?• Website w/Happy family pictures, same uniforms.• Anybody is eligible to join, there is no criteria other than a payment to get started today
What is your messaging during trial?• Is it a 1 on 1?• Clear who will be teaching their classes?• Do they get several group classes with an orientation prior?• Are they given an assistant to work with only at trial and forgotten once they join with no attendance cap? (ie: what is your student to instructor ratio?)
Messaging ReviewWhat is your messaging when they join?• Why program are they joining? Time vs Program?• Other than prices, are you clear about mandatory uniforms and equipment needed not just at start but over time?• Tools to succeed: Attendance, class planners, dates of testings ahead of time? **Student Handbook (Online)**What is your messaging during Basic membership?• Are you reminding them about their goals?• Are they clear on status of them to pass curriculum requirements?• Are you creating awareness their program is Basic and if it is too simple they should be considered for Upgrade.• What methods aree you using to communicate? Social, member login, etc
Time Program• We start with time based such as 1 week, 6 week 1 year Memberships.• Traditionally Why 1 Year? What do they get promised?• Different to a gym 1 year membership? What is supposed to happen?• Measurable Results!• After 1 Year, join another year. For the same thing?• Renewal vs Upgrade
Time vs Program?Regular school Analogy• Q. How long do you join College for?• In a Math class, syllabus is given and Time is established to complete.• Everyone takes a test at Mid-Term, not just who you think is ready.• Student evaluations review the skills of the instructor and the curriculum in a given period• Is there too much material? Is instructor following given pre-meditated schedule. How do we teach Brain Surgeons but can’t teach MA students?• Challenge that over time to be better. Staff development.
Time vs Program?Students choose training days and frequency Students are given mandatory schedulesTesting days become optional Everyone is subject to midterms and finalsCourse completion is ______________________ Course completion is assured by the process
Time vs Program?Cherry picking results in students who quit Everyone in the school must be evaluatedWe are evaluating Instructor performance If you cant measure it you cant manage itWe are evaluating Curriculum performance Is your process based on the left or the right?
Curriculum ReviewTask for your Program1. Ask yourself how long it should take to get Basic Student to “X” (Rank).2. Inform the student of this goal and your expectations once they get there. Ex – During enrollment tell them of recommended Basic level program and the fact that your school has minimum performance requirements.3. Then also tell them once they “Graduate” they will be asked to enter Program “B” or “C”. However they are NOT allowed into those yet!4. Have a program designed to get them there. Ex – Mid Term/Finals5. When that Program is fullfilled, move them immediately into “B” or “C” choices. Example – Level 2 in Year 1 (My Champions Elite program is 36 months). *Ancillary Items - Your choices of Merchandise must also coincide with curriculum and be evenly distributed like KRU Muay Thai. Many schools weigh in their sales early and have no ancillary items over time vs program.
Upgrade ProcedureAfter the Previous has been established…• A letter is attached to student’s evaluation invitation from Graduation from Beginner Level to Intermediate level for meeting.• Since you have pre-eval and goals on the eval invite, go over a progress check and re-establish goals.• Since there is an inevitable upgrade, go over what the program will entail.Common Errors:1. Not mentioning how contact and/or sparring will be included or excluded.2. Costs for Additional Gear and how often?3. Increase of eval fees/Black Belt activities.4. Review Messaging from beginning.
BinderAfter the Previous has been established…• A letter is attached to student’s evaluation invitation from Graduation from Beginner Level to Intermediate level for meeting.• Since you have pre-eval and goals on the eval invite, go over a progress check and re-establish goals.• Since there is an inevitable upgrade, go over what the program will entail.Common Errors:1. Not mentioning how contact and/or sparring will be included or excluded.2. Costs for Additional Gear and how often?3. Increase of eval fees/Black Belt activities.4. Review Messaging from beginning.
Upgrade options• Are there existing classes that are hard to generate unique students for. Increase population by making it an upgrade as opposed to stand alone.• Competition team Training. Take out the sparring in required classes and make it elite by upgrading students who wish to participate meanwhile having a worthwhile commitment.• Discounts on Events, Equipment and Evaluation fees.• Be recognized as Life Coach/Success Coach for you community, not just students.
• How we can help your school today? Create ongoing system• Have tangible criteria for eligibility• Easy Staff Implementation• Excite current student base for innovations• Increase of Gross Residual Income• Predictability of advanced class participation• Create and identify those in the school who are able to complete their program vs those who wish to excel in their program
About me• 29 years Martial Arts experience. Traditional origins to modern styles.• TKD, Karate, Kali, CSW, BJJ, & Muay Thai.• Always a student• North East Director of Fairtex Muay Thai under Alex Gong in order to spread the arts and develop curriculum for certification program.• Former Regional Director for the National Association of Professional Martial Artists (NAPMA).• Consultant for Billing Companies.• Consulted for Traditional , MMA and fight camp facilities.• Works heavily with Champions Way
November 12 KRU Seminar Chicago, IL www.kru-muaythai.comDecember 9 KRU Seminar Milford, PA www.kru-muaythai.comDecember 9-11 Instructor Orientation Weekend Bergenfield, NJ www.aceramirez.com/kruinfoJanuary 21-22 KRU EXPO 2012 Mahwah, NJ www.aceramirez.com/expotixKru Muay Thai * KRU Strykefit * KRU Kids MMA * Kru Submission Wrestling Academy * KRUCombatives