Kuk Sool Won School Owners Business Event Radisson Blu Hotel, Stansted Airport 26 October 2014

1. Kuk Sool Won School Owners Business Event Radisson Blu Hotel, Stansted Airport 26 October 2014

2. Agenda Arrivals 09:30am - Start 10:00am Introduction to the day Warm-up session Business performance in 2014 Break 11-11:30am How to get the best out of myMA Marketing VAT discussion Lunch 1-1:30pm Know your students, Get more students The customer journey Break 3-3:30pm Actions to take away AOB and questions Finish 4:00pm

3. Introduction to the day

4. It’s your dayWhat do you want to get out it?

5. Warm-up Communicating the value of your product to customers. With the purpose of selling that product. What’s your customer proposition • What makes our product special • What makes our school special • Our business aspirations • The real benefit of training with you • What I personally contribute Adapted from UKTI by Robert Taylor Partnership

6. What do we learn from doing this exercise about: • Our self? • Our company and product knowledge?

7. Know your numbersBusiness Performance 2014 • Industry • KSW

8. Kuk Sool Won Instructors at the meeting Students Signups

9. Kuk Sool Won Group - Attrition

10. Kuk Sool Won Group – Average Monthly Fee

11. Break for tea

12. How to get the most out of Prospect management Attendance Communication (e-mail and FREE SMS) Class capacity management Price reviews

13. How to get the most out of Management reporting on KPIs Managing “Get into Martial Arts” Promotional tools Goal setting and sales forecast Planning your marketing Data management

14. Marketing Get into Martial ArtsPromotionsOrganisational linksSupporting tools and ideasConsultancy on traditional channels and digital channels Help from NEST

15. Marketing 89.47% of conversions came from first time visitors with 5.26% of conversions coming 12-30 days after their first visit. 35.71% bookings from desktop 47.62% bookings from mobile 16.67% bookings from tablet 48% of mobile bookings placed using an iPhone 22nd Sept to 23rd Oct 12,808 visits 32,374 page views 50% of bookings made by 25 – 34 year olds 31.82% of bookings made by 35-44 9.09% of bookings made by 55-64 4.55% of bookings made by 45-54 Random fact - 28.57% of bookings came from visitors using Sky Broadband compared to Virgin Media who accounted for 4% of bookings! 95% of social traffic to Get Into Martial Arts comes from Facebook 52% of bookings were made between 12 and 3pm. Tuesdays appear to be most popular day for bookings - 33.33% Source: Google Analytics 5th – 23rd Oct

16. Marketing Your pages http://getintomartialarts.com/Clubs/kuk-sool-won-of-lowestoft---halesworth-waterlane-sports-centre-527 http://getintomartialarts.com/Clubs/kuk-sool-won-of-ipswich-copleston-centre-583 Non KSW good example: http://getintomartialarts.com/Clubs/function-first-louth-function-first-louth-1942

17. Marketing Getting more students How to set up your page 1. 2. 4. Read and accept Terms and Conditions Create your personalised club page Basic Club Information - change your school name, add a short description, your logo and add a link to a promo video for your school. Team members – add a photo of your instructors and a brief biography about them. Images – add photos of your school Awards & Accreditations – add logos of any awards your school has and any association you’re part of Testimonials – you can add testimonials from students of your school here. 3. Check your notifications settings Check your lessons Lessons on getintomartialarts.com should be only for lessons that you offer as a ‘free trial’ Here’s the video how to do it. Prospect Settings

18. Marketing ideas Drive people to getintomartialarts.com to book a free trial lesson and be in with the chance to win a family weekend to London. Only until 31 October – so be quick! See the Toolkit for more details Example MSD Evolution Facebook

19. Marketing Marketing ideas Halloween is 31 October. Student feel good factor and an opportunity to get more students. Organising a party? A bring a friend to a Halloween themed lesson? Or both? Send out email invitations through myMA. At the event take photos and use social media to post and share images (get permission first!). It’s World Kindness Day on 13 November. Start spreading the word and generate some interest amongst your people, via social media and generally around your classes. Fundraising for this year’s Children in Need (14 November) is a great way to get your students involved. What hero will your students be? A Baking hero? A Challenge hero? Or a Fancy Dress Hero? Christmas is only *gasp* 9 weeks away! Have you planned your end of year parties/awards celebrations? Will you be running an offer during December to get new students?

20. Marketing ideas Become a supporter of the Anti-Bullying Alliance Create awareness of Anti-Bullying Week in November (17th-21st). Download the 2014 pack here: http://www.anti-bullyingalliance.org.uk/media/10836/Campaign-Pack-OCT-FINAL.pdf  You can print off the posters and display them in your schools.Use your martial arts school website and social media pages to promote the week. The ABA is encouraging all of its supporters with Twitter accounts to use the #StopBullying4Allin creative ways.Share good news stories and case studies about how people have improved their lives through martial arts. If you have experience teaching students with Special Educational Needs or Disabilities (SEND) please let us knowContact your local newspapers and radio stations and invite them to attend your fundraising activities. Send them a press release before the event and remember to send photos and a follow up piece detailing the success of your activity. For tips on PR go to the Marketing Toolkit and look in the ‘Marketing Channels’ section Share with us what you’re doing for ABA and we’ll send you an ‘anti-bullying alliance supporter’ logo for you to use on your website, social media pages and literature

21. Marketing Consultancy We are there for you please use us

22. Marketing Who is your target customer? Age / LocationWhat are your objectives?Tip: Be SMART (Specific, Measurable, Attainable, Realistic, Timely)You may want to: - Decrease attrition rate by X% by DATE- Improve student numbers by X% at X eventKeep track of responses to emails/texts/leads and conversations etc, how much money you've spent on the campaign to help measure the success of each campaign to record the return on investment. Remember what we learned from the shield exercise. What messages do we want to focus on?

23. Marketing Discuss actions, and write down your goals:(1) Nov – Dec 2014(2) Jan – Mar 2015 What are your plans for the rest of the year, and are you ready for the first quarter of 2015?

24. VAT Discussion

25. VAT Discussion Does this affect me? What is it all about? What is happening in the Industry?

26. VAT Discussion What are the options? Can KSW schools avoid VAT? What, if anything can we do?

27. VAT Discussion Evidence could be key What actions can you take to help us to help you?

28. Break for lunch

29. JDKJN Martin – THE P.I.A.E.R.R. FORMULA There is a formula that is used by many successful martial art school owners, which consists of six simple letters. P.I.A.E.R.R.So here it is the formula for successful retention. Progress: When you operate a martial art school, itʼs all about progress, with yourself, staff, and most importantly your students. If you want students tostay motivated they must see progress right from the start. Students must see and hear about progress. When a student hears about progress it leads to: Interest: The key is when you show you are interested in your students thenthey become more interested in the school and their lessons. And if they are interested in making progress then it leads to great; Attendance: It sounds so simple, but if your students are interested in making progress, then they will inevitably have good attendance. Great attendance is having two or three lessons a week. If a student is only coming once a week or not at all some weeks they simply are not going to make progress, which generally means that they are not interested. As a school owner itʼs important to get all your students on a regular schedule in attending class. So to recap, if a student is making progress then they are interested, so they fit in with regular class schedule, which means they are going to be ready for… Exams: If they have attended class with high interest and have great attendance, they are not only going to be testing but testing on time. This is an important aspect. Every student should be testing every three months toward a new level. If a student misses lessons and falls behind schedule then the whole formula of PIAERR will have the opposite effect, less progress, less interest, and even less attendance. However, if you do have all your students testing on time, then this will lead to… Retention: This PIAERR formula not only helps to promote student retention and renewal of the individual class programme it can also lead to… Referrals: If we keep our existing students happy then they will keep coming to class, testing on time, which in turn makes them feel excited and wanting to talk about their martial art school and this often leads to additional referral of friends.

30. JDKJN Martin – Check List INSTRUCTORS CHECK LISTThink in Human terms - people 1st - Technique 2ndAlways exceed expectation – Go the extra mileAlways greet students and parentsStand when speaking Be likable, build relationships Smile, Smile, Smile- don't take yourself too seriouslyTry to anticipate the needs of studentsRemember the SSL formula - Sweating, Smiling, Learning Four words a student must say after a class – I'm Glad I AttendedBecome passionate in what you doYou're only as good as the last class you taughtBe professional have energy and enthusiasmWalk your talk – lead by exampleWhen you clinch the knot on your belt – your attitude changesWhat we want to offer in our Martial Art SchoolGreat curriculum + Great Student Service + Great Instructors = STUDENTS FOR LIFE

31. Understanding your customer and their perception of THE CUSTOMER EXPERIENCE

32. ITS YOUR BUSINESS TO KNOW YOUR BUSINESS • Do you know your Customer proposition? • Do all your staff know your Customer proposition? • Do your Customers know your Customer proposition? • Refer back to the warm-up work

33. UNDERSTAND AND CONTROL THE CUSTOMER JOURNEY

34. WHAT IS YOUR CUSTOMER JOURNEY? • KUK SOOK WON ACADEMY ??? ??? ??? ???

35. DRILL DOWN REQUEST INFO I’m interested in your club and would like to find out more How do I know KSW exist? How quickly and easily can I access info about this KSW Academy How helpful was the person I spoke to? Did the info demonstrate the benefits to my me/my child?

36. DRILL DOWN INTRO LESSON I want to try KSW out How easy was it to find the venue? How welcoming were the staff? How enjoyable was my/my child’s trial session? Do I understand all the benefits this Academy will offer?

37. DRILL DOWN SIGN UP I enjoyed the intro lesson and I want to join How easy is the sign up process? What material do I receive when I sign up? Did I choose the right package? Am I confident I made the right choice?

38. DRILL DOWN TRAIN I’m using this service to help me accomplish my initial goal Do I enjoy my training? Am I fulfilling my goals? Does my Instructor care about me? Do I feel I am progressing?

39. INTENTIONAL EXCEPTIONAL EXPERIENCE ENGINEER YOUR CUSTOMER’S JOURNEY TO ENSURE AN EXCEPTIONAL EXPERIENCE

40. Know your students, get more students THE POWER OF RESEARCH

41. MEMORY LANE • Do you remember…. • When you started Martial Arts? • Why you started Martial Arts? • What convinced you to join? • What convinced you to stay? • Did you ever think of quitting?

42. GOLDEN NUGGETS • Your students hold golden nuggets of information

43. WHY BOTHER? • Why would I need to find out about existing students when I just want new one’s?

44. STUDENT V PARENT • What is the decision process of the parent? • What is the parent’s experience/journey from white to black belt?

45. SO WHAT DO I WANT TO FIND OUT? • Characteristics/behaviours of child/adult before starting MA • Why MA • Why my Academy • How they found out about your School • Why my School above all the others • Characteristics/behaviours of child/adult whilst training in MA

46. HOW DO I ASK THEM? • Verbally in class – see Dave Kovar presentation in Vegas Super Show notes • Random calls to parents/students • Survey – Refer to Nest survey

47. ENCOURAGE THEM! • Let them know how important their feedback is to improve training experience • Bribe them!! All entrants place in prize draw to win equipment/private lesson/voucher

48. LET NEST DO IT FOR YOU! STUDENT INSIGHT

49. WHAT NEST LEARNT • Children most likely to join are: • High/Intermediate achievers at school • Enjoy classes and attending school • Have big friendship groups • Have lots of energy • A few have little confidence • Already have a different hobby • Already do between 1.5 and 3 hours per week of physical activity

50. WHAT NEST LEARNT • Parents looking for a new activity for their child are mostly influenced by: • Self Defence • Taking part in a sport • New hobby • Childs fitness • Meeting friends was 5th down the list