Marketing plan for a driving instructor business

Marketing plan for a hotheaded instructor ancestryIntroductionOur e- course task was assigned by James Hill of drive bunk Ltd. movement steal away is a well-established authority instructor f numberrnity that was set up in 1970 by James Hill. James has since and thus employed 7 much instructors to keep the tune free-enterprise(a) and to concede more flexibility with lessons thus achieving naughtyer sales. tearaway(a) Pass has a great success rate hence the fellowship hold unprompted Pass that was adapted in 1984. The creation of Driving Pass was real(prenominal) successful as the company name and identity is strong. James has hire me to investigate and report on their e-business venture that depart lead to proximo growth and addition competitive advantage. 1 in every 2 driving students, buzz off in the driving exam in Wexford. The pass rate for March 2009 to March 2010 was at 48.5%. exertion AnalysisThe driving instructor industry services the demand of guests who withdraw training on how to drive. The mass being forward-looking provisional license holders with the aim to pass their discharge or the odd customer that may only require a refresher course. The demand for more driving instructors is increasing year on year through show up the world. The driving instructor industry is very competitive in major counties of Ireland. Due to the increase of more drivers on the track and more accidents occurring, this has changed regulations in order to make Irelands courses safer. The driving instructor industry from the prospective of e-business has great say-so if created and aimed correctly. Web situates nowadays is a must birth tool in order to reach new and existing customers as the driving instructor market is very competitive. Driving instructors atomic number 18 based all around the world and the location of the driving instructor is restricted to the local geographical countrys in which the instructor be locatings .Industry Size, Trends, OutlookThe size of the driving instructor industry is massive and has started to get down excessive in relation to the supply of instructors. Trends are changing and the youthful approach is becoming more and more successful on the e-business side of things. It is hard to distinguish which driving instructor is the right one for the customer looking at electronic network sites, each customer will answer differently by looking at the different sack up sites out there. Main focus is based on the lureiveness of the web site. Does it attain the wow factor? Does it hook mass in to explore the site? Is it easy to explore the site? This will be looked at in more detail throughout this report.Product/ServiceWe are merchandising a service to customers who want to learn and become successful in limiting their driving test. We provide hourly sessions for a fee in return we teach the customer the rules of road, techniques and how to drive. Driving Pass started make with commandment bookman drivers to drive elevator motorcars only up until 1992 when the interpolation of rigid and furnish hand trucks which proved to be successful. The initial introduction of these new services was very expensive due to the price of the vehicles, unless has significantly diversified what Driving pass has to pass compared to other local instructors.What we offer onlineThe products and services listed down the stairs are provided on www.drivingpass.ie to ensure that the customer has all the correct study and is attracted to our company by origin impressions and professionalismHome rascal Qualification tuitionAbout us knowledgeContact us Details spot Map GuidanceRigid Articulated Truck Driving InformationGift Vouchers Sales PromotionsUseful Links InformationDownloads Rules of the bridle-path (PDF)Statistics Pass RatesGames Parking Games Am officementCustomers View Quotes of CustomersAdvertising Mini Ads (Car Insurance) conduct Mark etThe speckle market must be large comme il faut to enable Driving Pass to succeed. By having an online presence to attract this market, it is totally dependent on the web site design. The size of the market is unflinching by how many potential customers and standardizedwise the number of competitors within our market. To constituent our market we will look at the followers factorsGeographicalThe geographical location that our backside market is in will be Co. Wexford. The cosmos of Co. Wexford was in the region of 132,000, based on the last census in 2006.DemographicThe demographics of our market are the younger generation aged amongst 17-26 years old and besides the mature generation aged in the midst of 27-40 years old.Target CustomersOur tail market is aimed at ambitious people of all ages who need or want to pass their driving test whether it is for a job or for independence.Driving Pass also target commercial customers that require rigid truck or articulated tr uck licences.Regulatory EnvironmentDriving instructors regulations are included in the Road Traffic Act 1968. Driving instructors must be on the RSAs testify of approved driving instructors or otherwise face a 2,000 amercement or six month imprisonment. These driving regulations are in place to standardise the quality and skills of driving instructors in Ireland.http//www.rsa.ie/Utility/Driving-Instructors1/Regulations/Six Goals for business SuccessMission statement for drivingpass.ie is to teach people how to drive in an effective and a professional manner whilst providing accurate study in the preparation for success. Driving Pass take up six goals that we feel are critical in the setting up of their e-business venture and to touch success. modern image of websiteInstant message of successEasy to enforce and sweepUseful selective information and liaisons made clearRules of the road free transferTheory test online and fun gamesPrepare presentation to sell website though t process and what the outcome would beAn e-business website can be a simple billetpage, provided to attract and interest our market it must be lively and spirited in order to encourage customer return. An e-business website gives Driving Pass a new tool to promote, inform, sell and will enable Driving Pass to reach out the customers in every area within the target market and also outside. An effective e-business website makes it easy for customers to do business with you as they can attain information intimately Driving Pass 24hrs a day.Value PropositionDriving Pass is fully committed to portion their customers gain the knowledge of the rules and techniques of driving. Customers will choose Driving Pass over our competitors beca delectation we are reliable, successful and have the best pass rate in Wexford. Driving Pass non only caters for the category B but also provides the same tuition for categories C1, C, D1, D, EB, EC1, EC, ED1 and ED which has broadened our market and filled the bed cover that most other instructors have non done.Advantages of e-businessreduced costs, time and political campaign to make and process salesbetter customer serviceattract new customersBenefits to your customers are24-hour access, accurate and fast information, conveniencecan do both(prenominal) things not possible or easy to do elsewherea way to find information about you and your product or servicehttp//www.business.vic.gov.au/busvicwr/_assets/main/lib60208/sbv_infosheet_setting_up_an_ebusiness_website.pdfBusiness ModelsAffiliate Revenue ModelThis provides barter for opportunities, by offering a referral fee to affiliated partner sites. This will only generate money if the affiliates purchase. If an affiliate does not generate sales, then no money is transacted. This model is very popular on the web and the variations of these are banner exchange and (PPC) pay-per-clickAdvertising Revenue ModelThis is critical to a new e-business, which Driving Pass effectively is, as get the name out there informs customer of your presence and what you have to offer. For a small online based company there are several options for publicizing which would involve a small budget. The ones which will be considered are the use of Click Through publicizingising on Google, the ability to advertise on Facebook and vizor of sale advertising.What Driving Pass offer onlinewww.drivingpass.ie is a spirited and youthful website that has plenty of information, offers, tests and games to keep our customers interested. This is what our website has to offerVital information including the rules of the road free download.Practice theory tests onlineUseful plug ins regarding the success of passingMini parking games onlineUp to date statistics on all of our customers pass/failGift vouchers onlineSpecial offers onlineMaps of test routes to studyIdentification of target marketsBased on the lifestyle of individuals or past driving experience, our customers needs may differ. Young learner drivers usually take longer and require more attention to the physical driving aspect. The more mature learner drivers are usually on tight schedules around work and national and have to take lessons during lunch or evenings. The main attention is wasted to the rules of the road and refresher course for the mature learners. For our more intense lessons, is the commercial learner driver, who requires more technical and detailed training. Within our industry we have divided them into segments as followsBeginner DriversMature DriversCommercial Drivershttp//wsj.miniplan.com/spv/3166/4.cfmCompetitor compendium rank 3-5 indirect directDirect comeptitorsJohn BailOwen DoyleDane TygheMartin ScallanStephen murphyLorcan MerriganJoe LongMargaret CunninghamSeamus MurphyCraig HealyIndirect CompetitorsFamily membersDriving simulatorsCompetitor analysis control gridCompetitors Website AnalysisThese websites will be analysed by looking at the followingThe Home Page.The Purchas e Portal a sense of security.Ease of Navigation.Differentiating Factors. on hand(predicate)ness of Contact Information and ease of use.John Bail (http//johnbailschof move.vpweb.ie/default.html)This website is very matt and does not utilise the full width of the page. John Bail could use this extra space for advertising of insurance companies or useful links. in that respect is no inclusion of approved driving instructor logo and authentically just pushes the fact that they are in business for over 30 years. On this site John used a picture of a customer after their first lesson along with a quote stating how promising the instructor was. This website only had three tabs which were home, about us and contact us. at that place was not a great deal of information put onto these pages and was not very appealing or eye catching with regards to layout and information provided.Dane Tyghe (http//www.letsdrive.ie/)The first better thing that stood out was that he has a section on th e home page about what the customer thinks. This is always a good idea as a potential customer will exchangeable to see what other customers think of the service provided. In the introductory split up Dane clearly outlines the type of vehicles he will provide driving lessons in and then also provides contact information for a driving instructor that will provide lessons for the ones he does not cater for. I dont necessarily think this is a great point to put in the introduction as he should be trying to sell his service and information about him as opposed to praising another instructor. Half of the carve up is about another instructor and I think this space would be better utilised by either leaving it blank as sometime too much text can be off putting for people to read or else fill in more info about his business. On the home page at the behind there is an eye grabbing section in red print which states that not all of his offers are on the website but if a customer would id entical to find out more about them that they should ring the number supplied. This is a good idea as it will encourage a potential customer to ring and enquire about the offers and once they make contact with him they might be more likely to book a lesson. The home page also states that within the website you will find free information and advice on the driving test. There are 9 tabs that are visible(prenominal) on the website. Also put in about approved driving instructor which gives the customer confidence in their service.Owen Doyle (http//www.owendoyle shoalofmotoring.com/)This website really stood out with the ig logo for approved driving instructor. By mentioning that the car is dual control might give more confidence to the more nervous learner. The website also states that cars are available for the driving test. This is a very important point to include as many new learner drivers will not possess or be able to attain a car for their driving test. Also it is a good idea as if a learner is getting lessons in the same car they will be more comfortable to do their test in the same car as they will be familiar with the overall manoeuvring of the car. Good use of slogan gets going with Owen. Also states on home page that they offer gift vouchers which stand out. People might just specifically be researching driving instructors with the intention to purchase gift vouchers for a family member patron so immediately they can see on the home page that this offer is available. The word contact is in bright red and does draw your attention to this sentence. It also states that he is qualified RSA driving instructor which is something which should be included in the website as it gives the customer confidence in his instruction abilities. The website also says that he is very patient and conducts his lessons in a intimate manner. This will make the customer feel more relaxed as some learner drivers may feel a bit anxious about the instructor perhaps being a bit aggressive if theyre having difficulties and also knowing that he is patient will reassure them. It states that his school of motoring covers the whole of county wexford so is covering a wide geographic area compared to some instructors which may only cover areas in wexford town.MaintenanceWebsite nutriment is really only required for larger businesses and not for small businesses like driving instructors. The reason for this, is driving instructors, do not really have to update their websites as much as corporate companies. To maintain a website for a driving instructor, you could outsource this for around 20 per hour or monthly contracts for around 100 which will also compare your website against your competitors to achieve greater advantage. This may not suit some driving instructors if business is not good and may have to revert back to maintaining their websites in house.Domain NameThe name Driving Pass is still available and would be a great opportunity for the company to use this name as it is the name of your company and the major objectives of the website must be to increase the ranking on Google, specifically in Ireland. This is difficult to achieve and put down to a lot of speculation. The easiest way to achieve this is by paying for it also known as click through advertising, whereby every time the link is clicked a sum must be paid to stay lavishly in the rankings.www.drivingpass.ieConclusion Recommendations training facebookFacebook have a facility where your ad is only delivered to the pen you determine. The advantage of this is the ability to reach out to your audience. An advert can be tailored and delivered to the target audience based on keywords in the demographic profile and geographic location. If this is carefully done and the profile which is being aimed for is well known then this can have high success.Executive SummaryDriving Pass is a successful school of motoring company and their main purpose is to ultimately make Irish roads safer by carefully teaching and coaching learner drivers. The location of the business is set up in Co. Wexford. As driving instructors is a highly competitive profession, it is imperative that Driving Pass utilise the web as a means of communicating to potential customers all the benefits their company can provide them.