Stephen Oliver describes the mindset that keeps school owners undercharging and stuck, and what owners of larger schools do differently with pricing, marketing, retention and enrollment.
What this session covers
In this video, Stephen Oliver says many school owners stay broke because they take advice from other struggling owners, trade excuses, blame the economy and insist that people will not pay premium tuition locally. He calls this thinking poison and ties it to confirmation bias.
He contrasts them with owners who build schools doing $80,000, $100,000, $150,000 and even $200,000+ per month. In his view the difference starts with belief but also requires strategy, marketing systems, pricing structure, retention, curriculum delivery, enrollment process and business model.
Stephen argues that undercharging destroys a business, that parents will pay premium tuition when the value is clear, and that $300 to $400 per month tuition is possible when value is positioned correctly. He says owners should sell transformation rather than punching, kicking and technique, and that bragging about producing few black belts is an admission of failure.
Key points
- Your peer group may be keeping you poor.
- Advice from struggling owners is dangerous.
- Undercharging destroys your business.
- Parents will pay premium tuition when value is clear; $300 to $400 per month is possible.
- Sell transformation, not technique.
- Mindset, marketing, retention and pricing must work together.
Frequently asked questions
Can a martial arts school charge $300 to $400 per month?
Stephen Oliver says it is possible when the value is positioned correctly.
Why do some school owners stay stuck?
He points to taking advice from other struggling owners, confirmation bias, undercharging and weak systems.
About this video. Business Breakthrough TV draws on the YouTube channel of this journal’s publisher, Grand Master Stephen Oliver. Many sessions were recorded inside Martial Arts Wealth Mastery, his coaching program for school owners, and are presented as recorded. Results described by school owners are their own accounts and have not been independently verified by this journal.
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