Fasten your seatbelts and get ready for an adventurous journey, during which you will learn how to start your own language school from scratch. From formalities and finances, through marketing and acquiring students, to teaching methods that will make your students come back for more. Ready to start? Let’s go!
What will you find in this article?
- How to start a language school step by step?
- Language school business plan
- Own language school – legal requirements
- How to open a language school – type of business accounting in a language school
- Accounting in a language school
- Documentation in a language school
- How to start a language school — on-site or online?
- Platform for managing a language school
- How to choose a curriculum and prepare a language school offer?
- Marketing activities for a language school at the start
- Summary – how to start a language school?
How to start a language school step by step?
Have you ever dreamed of helping others discover the magic of foreign languages? Perhaps during your last holiday in Paris, you realized how wonderful it would be to share your knowledge and teach others beautiful French phrases, so they could fully immerse themselves in French culture.
Whether you want to inspire others to discover the world, develop in their careers, or support the education of young children, starting your own language school is not only a way to fulfill your passion but also to create a thriving business. Of course, this path is not all roses. You need not only enthusiasm but also specific knowledge and strategy to ensure your project succeeds. That’s why we’ve created this guide – to take you step by step through the entire process, from initial ideas to the first day of classes at your new language school.
Language school business plan – key elements of an effective action plan
Before we get into the specifics, let’s talk a bit about the mission. Here, the philosophy of ikigai comes into play – a Japanese concept that helps discover the meaning of life and find a balance between passion, mission, vocation, and profession. Imagine that your language school is the perfect combination of these four elements: you love teaching languages (passion), you want to help others (mission), you are great at it (vocation), and you can make a living from it (profession). The philosophy of ikigai suggests that true happiness and fulfillment are achieved when these four aspects of our lives overlap. While this might not be the key element that will decide whether you get initial funding, in the long run, it will certainly influence the direction your business develops and make it easier to overcome any difficulties.
How to open a language school – competitor analysis
Creating a strong brand for a language school is a result of time, commitment, and consistency. Therefore, skipping or even neglecting one of the steps can cost you a lot in the later stages of developing your business.
So, before you start analyzing the competition, it’s worth honestly answering the question of what your starting situation looks like, namely:
- What will be the profile of your language school, that is, who do you want to target with your offer?
- What resources do you have? This mainly refers to premises, human resources, financial resources, etc.
- Goals, that is, what effect do you want to achieve? What kind of place do you want your school to be?
- Who will your clients be?
Only after determining your starting situation is it worth beginning a competitor analysis, as this will give you clarity on what you want to look for. It is definitely easier to start with what you want to bring to the market and whom you want to target with your offer, rather than checking what is actually on this market. Needs and offers are so diverse that if you start „from the end,” the result may be that your offer will be bland, unspecific, and without a purpose. In other words, it will be for everything and nothing.
If you specify your starting situation, you will have a better insight into how the language school market looks, what is lacking in it, and what the needs are. It may turn out that if you start from the particular to the general, you will also clarify the idea for the profile of another establishment in, for example, two to five years.
How to conduct a competitor analysis?
You’re probably wondering what exactly to look at and how to assess your potential competition. There are a few obvious factors that anyone could list even if they woke up in the middle of the night, but often it’s the less obvious ones that determine the quality of a business plan.
We decided to gather all 17 in one place. 🙂
- Target group.
- Location – proximity to competitors.
- Size of the language school.
- Tailoring the offer to the target client.
- Staff – size, specialization, professionalism.
- Consistency of communication.
- Level of professionalism.
- Quality of content and message on the website.
- Intuitiveness of the website.
- Customer journey on the website.
- Offer.
- Distinctiveness and uniqueness of the offer.
- Addressing the client’s needs.
- Ease of enrolling in a course – Search engine positioning.
- Effectiveness of online activities.
- Effectiveness of offline activities.
With this list, you will be perfectly prepared for a thorough analysis of your market. Be sure to take notes and jot down all the things that catch your attention. You can connect the dots only after a few days of analysis, when you take a break and your mind has had a rest. Additionally, it’s worth observing good ideas that hadn’t previously occurred to you but are worth implementing in your future language school.
Own language school – legal requirements
Legal aspects usually come with more questions than answers, and the fact that the law is constantly changing further raises the stakes and makes us want to turn to a specialist. And that’s perfectly understandable.
However, once you decide to open your own language school, you need to know the basic legal requirements that regulate this type of business. According to Polish law, a language school can be run by either a natural person or a legal entity. You do not need to be a linguist or have a linguistic education. You can have any educational background, and your teachers also do not need to have linguistic education – they can even be self-taught.
Language schools are not subject to the Ministry of National Education unless they have accreditation. In the case of accreditation, the necessary condition is having the appropriate qualifications to teach, i.e., being a linguist. You might also be an owner who employs staff with such qualifications. This is confirmed by the provisions of the Regulation of the Minister of Education and Science dated 14 September 2023 concerning the qualifications required of teachers. A person without a degree, but possessing other education confirming preparation for teaching foreign languages, has the possibility to legally take up work as a teacher.
Business registration
In Poland, if you have decided to establish a language school as a sole proprietorship, you must apply for entry into the Central Register and Information on Economic Activity (CEIDG).
The entire process can be completed online, without leaving your home. Alternatively, the application can be submitted in person at the municipal office or sent by registered mail. However, remember that in the case of submitting the application by correspondence, notarisation of the signature is required. If there are errors in the form, you will be informed, allowing you to correct them.
If you decide to run a language school in the form of a civil partnership, it is sufficient to conclude a written agreement with your partner. The partnership itself does not require registration, but each partner must obtain an entry in the CEIDG, which grants them the status of an entrepreneur. If you will be the payer of contributions solely for your own Social Insurance Institution, you can register with the Social Insurance Institution already at the stage of submitting the application for entry into the register. This convenient solution saves time and simplifies formalities.
Be sure to check how it looks in your country!
How to open a language school – type of business activity
In terms of the type of business activity, a language school most commonly operates as an educational or training activity. Depending on the scale of the operation, it can be conducted as a sole proprietorship, a civil partnership, a limited liability company, or another legal form. In Poland, the most commonly chosen forms are sole proprietorship and limited liability company.
Establishing a language school — sole proprietorship
Running a sole proprietorship can be a good solution, especially at the beginning when you have a limited budget and do not foresee large expenses.
Advantages and disadvantages of sole proprietorship for a language school
Additional considerations:
- Services for individuals: A sole proprietorship is a good choice if you plan to offer services mainly to individuals.
- No plans for major expenses: At the start, a sole proprietorship may be sufficient if you do not foresee significant investments.
Establishing a language school — limited liability company (LLC)
If you want to operate on a larger scale, it is worth considering the establishment of a company. What does this involve?
Advantages and disadvantages of an LLC for a language school
Accounting in a language school
Accounting issues are an indispensable part of running a language school. In Poland, every owner must keep accounts in accordance with Polish tax law, including adhering to deadlines for submitting tax declarations and settlements with the Social Insurance Institution. Given the number of responsibilities you will have as a school owner, it is worth striving for as much automation as possible in these types of processes.
Especially those as complex and tedious as finances. A reliable accountant and a programme that settles installments, issues documents, and sends the necessary documents to the chosen accounting office with one click is now a must-have. It will give you full control over all processes and ensure you do not „sink with finances”. The LangLion Platform offers a Finance module that enables automatic payment collection from the bank account, issuing invoices, cash documents, and maintaining cost records. Learn more by clicking HERE.
Documentation in a language school — GDPR, contract with the student and other documents
According to the General Data Protection Regulation (GDPR), a language school must comply with the regulations concerning the protection of personal data of its students and staff. This is particularly important in the context of collecting and processing personal data of students, such as contact details or information about their learning progress. GDPR and the website’s Privacy Policy should also be available on your website. It is best to include an annotation with an active link that, when clicked, directs the user to a subpage where they can read its content.
For the proper functioning of a language school, it is also necessary to draft appropriate legal documents, such as contracts with students. This contract should clearly define the rights and obligations of both parties, payment conditions, rules for attending classes, and the refund policy for course fees. The LangLion Platform, dedicated to managing language schools, provides users with a document template editor, including student contracts. This tool not only facilitates the creation of professional contracts but also automatically fills them with the student’s data, which significantly saves time for both the student and the language school administrator.
By using the LangLion document editor, you can easily create contract templates that will be tailored to the individual data of each student. This is not only a convenient solution but also ensures consistency and accuracy in the contracts made. As a result, you can quickly prepare and deliver the student contract, minimizing the time spent on administrative formalities. This, in turn, allows you to focus on key tasks related to running the language school and providing better service and support to students in their learning.
How to start a language school — on-site or online?
The decision about running a language school on-site or online depends on many factors, including resources, preferences, and market expectations. Therefore, great emphasis is placed on the thorough analysis of user needs and the offerings of competitors.
An on-site language school offers direct contact with students, which promotes relationship building and interactive learning. Furthermore, having a physical location can increase the credibility and prestige of the institution. However, the disadvantage of this solution is the higher costs associated with renting premises, equipping classrooms, and maintaining infrastructure. Here, you really need to be well-prepared for all possible scenarios.
On the other hand, running an online language school offers greater flexibility. You can reach students from various corners of the world, significantly expanding your potential client base. Online courses eliminate the need to rent premises and allow for easier time management for both teachers and students. The disadvantages of this model include less personal interaction and greater competition. Another issue is the requirement to have suitable technology and skills to conduct remote lessons. You need to have the technology down to a fine art because nothing leaves a worse impression than technical problems during the first lessons. Online lessons should be efficient and convenient, not problematic and frustrating.
Is this a disadvantage? I would say it is a challenge that we are increasingly better prepared for. The possibility of running a language school remotely, thanks to modern educational and communication platforms, is becoming more popular. This solution allows for conducting classes from anywhere in the world, which is a significant advantage in times when mobility and flexibility are highly valued. The choice between a stationary and an online model depends on individual needs and business strategy, but it is worth considering the pros and cons of both options to make the best decision.
Platform for language school management. How to choose and why is it worth it?
The right language school management platform can significantly impact operational efficiency and the quality of services offered. Although there are several options available on the market, LangLion is the only platform created exclusively for the needs of language schools. It offers a range of features that simplify daily management, each designed solely with the operation of an educational institution in mind. With LangLion, all administrative processes become more transparent and automated, allowing you to focus on the most important aspect – teaching.
Key features of LangLion
LangLion stands out with a range of advanced features that are crucial for efficiently managing a language school.
Here are some of them:
- Automatic import of payments from the bank: LangLion automatically retrieves payments from the bank account, creating transactions and generating invoices. This makes financial management extremely simple and transparent.
- Easy management of classes and substitutions: Automated scheduling of classes and management of substitutions allows for quick responses to changes and efficient organization of teachers’ work.
- Quick course extensions: The ability to extend courses for the next year in a few simple steps significantly streamlines the administrative process.
- Support for multiple payment methods: Thanks to integration with popular payment operators (PayPal, PayU, Tpay, Stripe), students can pay in the most convenient way for them.
- Online teaching: The platform enables conducting online classes, which is particularly important in the era of growing popularity of remote learning.
- Mobile apps for students and teachers: Intuitive mobile apps allow for easy management of class schedules, communication, and access to educational materials.
- Online contracts: It enables convenient contracting with students and teachers, minimizing the need for physical documentation.
Why choose LangLion?
LangLion is the only platform on the market dedicated exclusively to language schools. Unlike universal systems that can be used by other institutions (swimming pools, dance schools), LangLion was created with the specific needs of language schools in mind. It is a comprehensive platform that not only automates daily tasks but also builds relationships with students through personalized email, SMS, and push notifications, informing them about payments, schedule changes, and upcoming online lessons.
Request a free demo of LangLion
Would you like to see how LangLion can streamline the management of your language school? Request a free demo and discover how much you can benefit! From the very first days of using the platform, you will gain access to free technical support – via phone, email, and individual consultations. With LangLion, you will increase the profitability of your school, reduce administrative costs, and improve the quality of teaching, which will contribute to increased student loyalty.
How to choose a curriculum and prepare an offer for a language school?
We have already taken care of all the formalities, so you can start thinking about establishing your presence in the market. If you put effort into analyzing the competition, you will most likely notice such distinguishing features or gaps as:
- consistent communication,
- customer-friendly language,
- website positioning,
- unique selling points.
The first mistake is doing what others do because „it works for them.” If it works for them and you do the same, why should they choose a new school that is just opening? So what can you offer that will set you apart as a new player in the market?
With a good market analysis, you will see which areas have not been covered by the competition, which are, but done „hastily”, and what your potential clients need.
ProTip: If you want to gauge the sentiments among language school clients, observe your competition. Comments on social media and Google My Business listings are a treasure trove of information about unmet customer needs. Of course, you should not go to extremes and try to satisfy everyone, as it would be a losing battle.
Target group for a language school
Defining the target group is fundamental when planning the business strategy and marketing activities for a language school. Effective communication with clients is based on individually tailored content. Therefore, it is crucial to understand their personality traits, motivations, and needs. Personalized messages positively influence the client’s experience with the brand, which in turn builds their trust and loyalty.
Consistent communication reinforces the perception of the brand as reliable and likeable, in line with its values. Focusing on the target group does not exclude attracting other clients who may also find something for themselves in the wide range of services offered.
To properly identify the target group, it is worth considering:
- Demographic criteria.
- Geographic criteria.
- Psychographic criteria, which include:
- motivation to learn a language,
- lifestyle,
- problems and challenges,
- attitude towards the language school.
- Behavioral criteria, which include:
- patterns of using services,
- ways of searching for information,
- consumer behaviors,
- reactions to offers,
- loyalty.
Language school website
Once you know your target group well, creating a clear and readable website with an intuitive customer journey is one of the highest values you can offer your students. The site should include a clear presentation of course offerings along with detailed information about each programme. It is important to have an intuitive enrolment form on the website that facilitates quick registration for courses. Additionally, include contact details that enable easy contact with the school administration in case of questions or the need for additional information.
What should a well-designed customer journey on the website look like?
Before you start developing the customer journey on your website, it’s worth gathering all the materials necessary to create an offer page:
- Campaign context: Analyze what the client will see before entering the website. For example, are you planning any specific advertising campaign related to this offer?
- Customer profile: Do you have a defined ideal customer? What information do you have about them?
- Authority-building elements: Gather evidence of your credibility, such as qualifications, experience, customer reviews, and press mentions.
- Motivation: Present why you created this offer. What is your main message or mission? For example, perhaps you work according to a unique, proprietary method.
- Uniqueness of the offer: Explain why the customer should choose your offer over a competitor’s.
- Offer details: Describe what your offer consists of. What exactly will the customer receive?
- Recommendations: Prepare references from satisfied clients.
- Price: Determine the price of your offer and demonstrate that the value the client receives exceeds the cost of purchase.
- Conditions of the offer: Provide details about the terms, deadlines, discounts, timeframes, bonuses, guarantees, and answers to frequently asked questions.
- Execution of the offer: Describe the process that will follow after taking advantage of the offer so that the client knows what to expect.
The customer journey for a language school should be designed to guide the user from the first contact with the school’s offer to enrolling in a course and subsequent loyalty. Below is an example of what an optimal customer journey might look like on a website:
1. Entering the website
Channels:
- Search engines (SEO/SEM).
- Social media (Facebook, Instagram, LinkedIn).
- Email marketing.
- Display ads.
- Direct entry (e.g., from a business card, referral).
Goal:
- Attracting the attention of potential students and generating interest in the school’s offerings.
2. Homepage
Key elements:
- Clear and attractive headlines.
- A brief introduction to the school’s offerings.
- Call to Action (CTA) buttons encourage exploration (e.g., „See our courses”, „Book a free trial lesson”).
- Easy navigation.
Goal:
- Encouraging further exploration of the site.
3. Content exploration
Subpages:
- About Us (mission, history, teaching team).
- Course Offerings (course descriptions, proficiency levels, specializations).
- Student Reviews and Success Stories.
- Blog with educational articles (e.g., language tips, learning techniques).
Objective:
- Providing valuable information and building trust in the school.
4. Course details
Key elements:
- Detailed course descriptions (syllabus, materials, duration).
- Photos and videos from classes.
- Reviews and ratings of courses by students.
- Transparent information about prices and discounts.
Goal:
- To facilitate the decision-making process for choosing a course.
5. Contact and registration
Key elements:
- Contact forms.
- Registration forms for courses.
- Information about available trial lesson dates.
- Contact details (phone, email, school address).
- Live chats or chatbots for quick responses.
Goal:
- To enable quick contact and registration for courses.
6. Confirmation and post-registration communication
Key elements:
- Registration confirmation via email. ### Information about the course schedule:
- Learning materials before the course begins.
- Contact details for student support.
Goal:
- To provide the student with all necessary information before the course starts.
7. Learning and maintaining loyalty
Key elements:
- Loyalty programs (e.g., discounts on subsequent courses).
- Personalized offers (e.g., advanced courses, specialized courses).
- Regular communication (newsletters, special offers, class reminders).
- High-quality customer service and student support.
Goal:
- To maintain long-term relationships with students and encourage them to continue their education.
8. Examples of good practice
Simple and clear design:
- The website should be clear and easy to navigate, with a readable layout and minimalist design.
Responsiveness:
- The website must work smoothly on all devices, including smartphones and tablets.
Loading speed:
- Optimizing the website to load quickly, which is crucial for retaining user attention.
SEO:
- The website should be optimized for search engines to attract organic traffic.
9. Analysis and optimisation
Monitoring:
- Using analytical tools (Google Analytics, Hotjar) to track user behavior on the website.
Testing:
- Regular A/B testing to check the effectiveness of different website elements.
Feedback:
- Collecting user feedback and making improvements based on their suggestions.
When designing the customer journey for a language school, it is important to focus on delivering value, ease of use, and building relationships with students at every stage of their interaction with the school.
Marketing activities for a language school at the start
In this section, you will learn how to attract customers to a language school. If you want to effectively attract new students and build brand awareness at the beginning of your language school’s operations, it is important to employ a variety of marketing activities. It is best to operate both online and offline simultaneously.
You already have a website that will serve as the school’s business card. Next, it is worth investing in advertising campaigns on social media (e.g., Facebook, Instagram, LinkedIn), which will help you reach the appropriate target groups. Email marketing will also be helpful, but only if you collect a minimum of 50 contacts. Through newsletters, you can inform about new courses, promotions, and events.
Organizing free trial lessons or open days is an excellent way to showcase the school’s offerings and encourage potential students to enroll in courses.
Additionally, it is worth collecting and publishing positive reviews from satisfied students, which will increase trust among new clients. Finally, partnering with local businesses and educational institutions can further strengthen the school’s position in the market.
The best period for acquiring new clients is August and September. During these months, it is worth intensifying marketing activities because potential clients return from holidays and start planning their activities for the new school year. June and July are not suitable for acquiring new clients, as most of them have planned holidays for this time.
Examples of effective online and offline activities for language schools
Offline activities
- Cultural workshops: Organizing regular cultural workshops that, apart from language learning, introduce students to the culture of the country where the language is used. For example, cooking workshops for traditional dishes, meetings with native speakers, or virtual tours of cities.
- Language nights: Organizing regular language evenings where participants can engage in games, quizzes, and conversations in a foreign language.
- City word hunts: Organizing urban games (Urban game) where participants, divided into teams, solve language puzzles and complete tasks at different points around the city. This is a great opportunity for practical language learning and social integration.
Online activities:
- Webinars with experts: Organizing regular webinars with experts in language learning, motivation, and personal development. Participants can ask live questions, which increases their engagement.
- Language podcast series: Producing podcasts where teachers and invited guests discuss various aspects of language and culture, share practical tips, and answer listeners’ questions. Podcasts can be made available on the school’s website and on streaming platforms.
- Interactive educational games: Creating educational games available on the school’s website that engage users in language learning through play. Games can be tailored to different proficiency levels and reward users for achievements, e.g., with discounts on courses.
Summary – how to start a language school?
Starting your own language school is a unique adventure, full of challenges but also satisfaction. Going through all the stages – from planning and market analysis, through business registration and preparing the offer, to marketing and daily management – requires diligence and commitment.
The key to success is not only a passion for teaching languages but also the ability to manage effectively and build relationships with students. It’s important to remember that each language school is unique, so there is no one-size-fits-all formula for success. It is important to continually develop, adapt your offer to the changing needs of students, and use modern tools such as the LangLion Platform, which automates many administrative processes, increasing the efficiency of school management.
Remember that the most important aspect is the quality of teaching and student satisfaction. Satisfied students not only return for subsequent courses but also recommend the school to others, which is the best form of advertisement. If you approach this task with determination and openness to learning, establishing your own language school can become one of the most significant and rewarding achievements in your career.
Take control of your marketing! Download our free ebook, Independent Audit of Language School Marketing, and uncover ways to improve your strategy.