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Page 1: Ivy bootcamp2012

Boot Camp

Page 2: Ivy bootcamp2012

I. Intro and Summer Overview

II. Operations, Strategy, and Logistics

III. Marketing Activities

IV. LUNCH!

V. Marketing Events

VI. Branch Manager Panel

VII. Sales

Page 3: Ivy bootcamp2012

Themes for Today

I. Be Strategic

II. Be Personal

III. Start Fast

Page 4: Ivy bootcamp2012

Boot Camp Deliverables

By the end of today, you will have:

Launch Plan:

• Big 5 Commits

• Course Schedule

• Marketing + Event Schedule

Page 5: Ivy bootcamp2012

ICE-BREAKER ACTIVITY: MEET YOUR CO-WORKERS

Page 6: Ivy bootcamp2012

What is Revolution Prep?

• Founded in 2002 by Jake Neuberg and Ramit Varma

• Entrepreneurship: investing energy without

guaranteed success

• Mission: Make world-class test prep accessible to all

students

Page 7: Ivy bootcamp2012

What is Revolution Prep?

• Now the largest on-campus SAT and ACT

provider in the nation

• 100+ full-time employees; 50,000 students

taught per year

• 93% rec rate and 258 point avg. score jump

both lead industry

• 2010 LAUSD educational partner, Inc.

Magazine Fastest Growing Company

Page 8: Ivy bootcamp2012

• Founded in 2003 by Harvard grads

• Mission 1: Outstanding test prep driven by the world’s

most talented test-takers

• Mission 2: Real-world management experience for

future business leaders

• Over 15,000 high school students taught; over 1,000

Ivy undergrad Branch Managers

Page 9: Ivy bootcamp2012

Representing RevolutionI. Build New Relationships

• Be the face of Revolution Prep in a new market

• Introduce Revolution programs to your community

II. Be an Ambassador

• Uphold our strong reputation with existing accounts

III. Be a Team Player

• Work with, not against, your fellow branch managers

• Look to your RM as a mentor and a resource

Page 10: Ivy bootcamp2012

SUMMER OVERVIEW

Page 11: Ivy bootcamp2012
Page 12: Ivy bootcamp2012

Farming (April – Early June)1. Ground work &

Early Stage HSCL

marketing

2. BM and HSCL high

school marketing

3. BM around town

marketing

Operations

Room Rental

Instructor Profile

Finalize Schedules

Marketing

Hire HSCLs

Obtain Lists

Iterate Strategic Plan

Teacher Contact with

RM

Counselor Contact with

RM

HSCL activities

Student Outreach

Mini-presentations

Flyering

School Press

High School

School Partnerships

Teacher/Counselor

Visits

In-class Presentations

School Press Release

Email

Parent Emailing

Student Clubs

Facebook

FB App

Central Mailings

Postcard 1

Letter

Postcard 2

Around Town

Local Business

Partnerships

Advertising

Flyering/Postering

Press Releases

Free Events

Mock Exam

SAT/ACT Workshop

Parent consultations

Page 13: Ivy bootcamp2012

Hunting (June – Early July)4. Continued Marketing 5. Transitioning to Sales

Marketing

Around Town

•Visit local partners &

distribute collateral

•Restock poster hangings

•Targeted Flyering

•Promotional Events

•Guerilla Marketing

•Continue to pursue press

release strategy

Email

Parent Emailing

Individual Emailing

Sales

• Follow-up with contacts

from classroom

presentations, free events,

and general inquiries

• Conduct score

consultations with free exam

attendees

• Arrange meetings with

prospects when necessary

• Make presentations to civic

organizations

• Cold calling to parents in

directories

Page 14: Ivy bootcamp2012

Feasting (July – August)6. Teaching and Class Follow-up

Teaching

•Full Courses

•Hybrid Courses

•Private Tutoring

•Group Tutoring

Class Follow-up

•Call parents once/month with progress updates

•Email all class members 2X/course

•Bolster Facebook presence

Word-of-Mouth Marketing generating repeat

business

Page 15: Ivy bootcamp2012

SETTING YOUR GOALS

Page 16: Ivy bootcamp2012

Execution: It’s Not Rocket Science1. Goal Setting

• Pick your destination

2. Strategy

• Choose the path

3. Time Management

• Checking in on progress

4. Accountability and Metrics

• Increase discipline to meet

goals

5. Information Use

• Don’t reinvent the wheel!

Page 17: Ivy bootcamp2012

Time Management

Understand where you spend your time

• Your perception does not = reality!

• Data collection is essential

- Allows for true transparency into time usage

- Talk to your Regional Manager about how you can be more efficient

Change your behaviors

• Eliminate quadrant 3 & 4 activities

• Quadrant 2 is the most overlooked

Answer the key question

• What can I do that no one else can do?

• Empower & delegate to HSCLs wheneverpossible!

Page 18: Ivy bootcamp2012

Set Your Big 5 Commits

• Balance feasibility and

ambition

• The Big 5

- Revenue

- Students

- Profit

- Score Improvements

- Instructor Rating

• Your path to achieve the

Big 5?

Page 19: Ivy bootcamp2012

3 Sample Commits

Kenny Laplante

Holmdel, NJ

Revenue: $30,000

Students: 60

Profit: $10,000

Score Imp: 280 pts

Instructor Rating: 90% A/A+

Ashley Schneider

Elkhart, WI

Revenue: $8,500

Students: 11

Profit: $2,500

Score Imp: 350 pts

Instructor Rating: 95% A/A+

Matt Morgante

Bethesda, MD

Revenue: $14,000

Students: 25

Profit: $4,500

Score Imp: 310 pts

Instructor Rating: 90% A/A+

Page 20: Ivy bootcamp2012

Data to Keep in Mind

• Average BM revenue: $7,750

• Average BM profit: $1,750 - $2,700

• Price of classroom course: $599

• Average discount for classroom: $50

• Price of tutoring:

•$1,299 (10 hr)

•$1,999 (20 hr)

•$2,899 (30 hr)

• Average discount for tutoring: $150

• Value of a mailing list: $2,100 in revenue

• Average score improvement: 280 points

• Average instructor ranking: 85% A/A+

Page 21: Ivy bootcamp2012

Discuss Your Commits

Page 22: Ivy bootcamp2012

LOGISTICS

Page 23: Ivy bootcamp2012

Locations - Basics

• Tutoring

• First choice: In-home tutoring

• Second choice: Library

• Third choice: Bookstore, coffee shop, etc.

• Last resort: Your home

• Classroom courses

• Criterion 1. Location convenience

• Criterion 2. Look and feel

• Criterion 3. Seating

• Criterion 4. Writing surfaces

• Criterion 5. Lighting

• Criterion 6. Air conditioning

• Criterion 7. Price

• Classroom course top locations:

• Your AMHS

• A local Revolution Prep school

• A local community center

• A local middle school

• A local private school

• A church or synagogue

• A library conference room

• Wherever local competitors hold their

classes!

Page 24: Ivy bootcamp2012
Page 25: Ivy bootcamp2012

5/10/2012

Locations – The Ultimate Hack• If you are having trouble coming up with a list of at least 10 possible

locations, the easiest place to turn is Google Maps.

Page 26: Ivy bootcamp2012

ACTIVITY: LOCATION PLANNING

Page 27: Ivy bootcamp2012

How To Land Your Location

• Work with your RM

• Call, don’t email.

• Ivy League student and local graduate

• Running course for local high school students in SAT

• Space would be perfect but “I’m on a shoe-string budget”

• Don’t talk about Ivy Insiders!

• Complete the room rental report in IvyBase

• Negotiate!

• Don’t wait for a call-back – call back yourself!

Page 28: Ivy bootcamp2012

5/10/2012 28

Activity – Make the Call

Page 29: Ivy bootcamp2012

Scheduling - Classroom Courses

• Basics:

• 18 hours of lecture

• Five 4-hour practice exams

• Lecture Formats:

• Six 3-hour lectures

• Course Lengths:

• Three weeks: Two 3-hour

lectures/week

Page 30: Ivy bootcamp2012

5/10/2012

Scheduling Strategies• Number of courses

• Set up two sessions to start. You can always add more later

• Time of summer

• Typical: One July schedule, one late July/ August schedule

• Late June classes: Only if you get back early and know you can fill

it

• Time of day

• Exams should usually be on Saturday mornings (like the real

SAT/ACT)

• Lectures can be in the morning (no earlier than 10am), afternoon, or

evening. Morning and evening are most popular.

Page 31: Ivy bootcamp2012

Tutoring Availability Basics

• What is a tutoring availability?

• A window of time when you will be near a particular zip code

• Tutoring availabilities show up on the Revolution website when

users search in the relevant zip code.

• How to do it:

• Follow the directions in your User Account Guide!

• Things to consider:

• Be as inclusive as possible. If you are going to be home from June

1st to August 1st, but out of town for two weeks in the middle, still

put your start as June 1st and end as August 1st rather than

creating two windows.

Page 32: Ivy bootcamp2012

Things to Keep in Mind

Private Tutoring

• Arrange 2-hour sessions directly with clients

• Important: Must update tutoring notes to get paid

Small Group Tutoring

• 2 one-hour sessions with groups of 3-5 students

• Hosted in a library, coffee shop, or student home

Office Hours

• Before or after lectures and exams

Page 33: Ivy bootcamp2012

ACTIVITY: TUTORING AVAILABILITY AND COURSE SCHEDULING

Page 34: Ivy bootcamp2012

5/10/2012 34

Revolution Profile - Basics• What’s in your profile?

• Your headshot

• Your bio

• Why it’s important

• It’s the first (and sometimes

the only) thing potential

clients see about you before

signing up

• What should it communicate?

• Professionalism

• Accomplishment

• Personality (humor,

compassion, mentorship)

Page 35: Ivy bootcamp2012

Activity: Write Your Bio1. Sentence 1: Where you go to school, what year you are,

what you are majoring in, and what activities you participate

in.

2. Sentence 2: Where you went to high school, how you did on

the SAT/ACT, and what honors awards you received while in

high school.

3. Sentence 3: What teaching experience you have, either in a

formal setting or tutoring peers.

4. Sentence 4: Some mention of Revolution Prep and your

personal interests.

Page 36: Ivy bootcamp2012

Example

John is a sophomore at Harvard where he is

majoring in Economics, writes for the Harvard

Crimson, and is the starting center for the

Harvard Varsity Football Team. John

graduated first in his class of 507 from Edina

High School in 2006. While in high school, he

received a 2330 on the SAT (780 Critical

Reading, 780 Writing, 770 Math), perfect 5s

on 9 AP exams, was the recipient of a

National Merit Scholarship, and was the

captain of his school’s debate team. Prior to

joining Ivy Insiders, John worked as a private

tutor in Math, Chemistry, and Writing. These

days, when he’s not in the lab for one of his

science courses or working as a tutor for

Revolution, John enjoys cycling, traveling, and

going to the zoo.

Page 37: Ivy bootcamp2012

ACTIVITY: WRITE YOUR BIO

Page 38: Ivy bootcamp2012

Operations, Strategy, Logistics Conclusion

What You’ve Got:

• Aggressive but realistic goals

across the Big 5 Metrics

• Target classroom locations and

strategic approach to renting

space

• Course and free event schedule

• Profile bio

Page 39: Ivy bootcamp2012

MARKETING

Page 40: Ivy bootcamp2012

What are HSCLS?

• High School Campus Leaders are paid to refer students to your

courses

• $50 per referral

• Do rising sophomores, juniors or seniors make the best HSCLs?

• All of the above!

• Your goal should be to hire HSCLs that have access to different

networks

• What is a Virtual HSCL?

• The HSCL payment scheme can be used to incentivize referrals from

any connection or community group

• Successful past virtual HSCLs: parents, parent co-workers, small

businesses, sports teams

Page 41: Ivy bootcamp2012

HSCL Management

• What types of activities should my HSCLs be doing?

• Accessing locations/networks you wouldn’t otherwise be able to access

• In-school marketing before you’re home for the summer

• Anything you don’t need to be doing yourself!

• How can I keep my HSCLs motivated?

• Weekly scheduled check-ins

• Strategic weekly planning

• Central HSCL of the week prizes

• Additional incentives if necessary

• How will my HSCLs be paid?

• Personalized discount code tracking on the website

• Checks mailed directly to HSCLs every two weeks starting June 1st

Page 42: Ivy bootcamp2012

ACTIVITY: HSCL HIRING AND PLANNING

Page 43: Ivy bootcamp2012

Discount Code Basics • How they work

• Discount codes can be created in your Revolution instructor account

• Discount codes are used by customers in the checkout process to receive a dollar amount off a course or private tutoring

• Benefits of discount codes

• Promotion

• Tracking

• Price Discrimination

• Possible occasions for discount codes

• Free events

• Each of your HSCLs

• Print Advertisement campaigns

• Flyering

• School activity groups (e.g., Newspaper, Debate, sports teams, etc.)

• Email campaigns

• Early-bird specials (sign up before “X” and receive a discount…)

Page 44: Ivy bootcamp2012

Key Marketing ActivitiesFor You

• Personal Word of Mouth

• Postering and flyering

• Print media

• Classroom presentations

• Free events

• Local email marketing

• Central email marketing

• Branch mailings

• School partnerships

• Organization partnerships

• Business partnerships

• Central Mailings

For your HSCLs (in school)

• Locker flyering

• Cafeteria flyering

• Classroom “chair” campaigns

• School parking lot flyering

• Classroom “mini-presentations”

• Free events publicity

• Student group outreach

• School press

For your HSCL (out of school)• List acquisition• Facebook outreach• Peer email campaign• Test date flyering• Around town flyering/postering• Library/bookstore book stuffing• Personal word-of-mouth

Page 45: Ivy bootcamp2012

Marketing Kit Collateral

Posters

Postcards

The Book of Secrets

Page 46: Ivy bootcamp2012

Activity: Marketing Brainstorm

Page 47: Ivy bootcamp2012

Branchy Brancherson

Time Activity

9:00 – 12:00 Put up 30 posters at local

businesses, YMCA and mall

12:00 – 12:30 Contacted local driver’s ed

center about potential

business partnership

2:00 – 2:30 Coordinated advertisement

in newspaper with

circulation of ~10,000

3:00 – 3:30 Posted on Facebook Group

Wall; 75 members in group

3:30 – 5:00 Tabled outside a library;

spoke with 3 people and

handed out 10 course flyers

• Ivy O’Manager

Time Activity

11:00 –

11:30

Met HSCL for coffee;

confirmed that she will place

500 postcards in lockers of

juniors

1:30 – 2:00 Sent personal emails to 25

parents of juniors in NHS with

attached course schedule

2:00 – 3:00 Stopped by AMHS and talked

to 5 teachers about giving in-

class presentations

3:00 – 3:30 Presented to group of 15

before track practice;

distributed 15 course flyers

3:30 – 7:30 Hosted Free Exam for 15

students

Page 48: Ivy bootcamp2012

Branchy Brancherson Ivy O’Manager

Time Activity Ivy Points

9:00 –

12:00

Put up 30 posters at local

businesses, YMCA and

mall

0.3*(number of

posters hanged)

= 9

12:00

12:30

Contacted local driver’s

ed center about potential

business partnership

10

2:00 –

2:30

Coordinated

advertisement in

newspaper with

circulation of ~10,000

0.003*(estimate

d circulation) =

30

3:00 –

3:30

Posted on Facebook

Group Wall; 75 members

in group

5

3:30 –

5:00

Tabled outside a library;

spoke with 3 people and

handed out 10 course

flyers

10 + 1*(number

of people talked

to) + 0.5*

(collateral

distributed) = 18

Time Activity Ivy Points

11:00 –

11:30

Met HSCL for coffee;

confirmed that she will

place 500 postcards in

lockers of juniors

0.5*(pieces of

collateral distributed)

= 250

1:30 – 2:00 Sent personal emails

to 25 parents of juniors

in NHS with attached

course schedule

2*(number of

parents emailed) =

50

2:00 – 3:00 Stopped by AMHS and

talked to 5 teachers

about giving in-class

presentations

5 + 20*(number of

in-person

interactions) = 105

3:00 – 3:30 Presented to group of

15 before track

practice; distributed 15

course flyers

50 + 3*(number

present) + .5*(pieces

of collateral

distributed) = 103

3:30 – 7:30 Hosted Free Exam for

15 students

100 + 50*(number of

attendees) = 850

IVY POINT TOTALS: 1,35862

Page 49: Ivy bootcamp2012

Assessing the Competiton

Name Price Strengths Weaknesses

Kaplan $599 • Brand Name

• Score Improvement

Guarantee

• Lack of

personalization

• Don’t know your

teacher in advance

The Princeton

Review

$599 • Brand Name and

prestige of “Princeton”

• Score Improvement

Guarantee

• Lack of

personalization

• Don’t know your

teacher in advance

Revolution Prep $599 • Holistic curriculum

and differentiated

instruction

• Prep Fest

• Transparency into

teaching staff

• Industry leading

score improvement

•Lacks name brand

recognition in newer

markets

Local Competitor:

Page 50: Ivy bootcamp2012

Value Proposition

I. Mentorship

• Closer in age to students

• Able to motivate

II. Intensive Delivery

• 38 hours of test prep in 3 weeks

• Removes the distraction of academics and extracurriculars

III. Personalization

• Smaller average class size

• Differentiated instruction

Page 51: Ivy bootcamp2012

Marketing Conclusion

• What You’ve Got:

• List of potential HSCLs

• List of marketing activities to do

and to delegate

• Value Proposition

Page 52: Ivy bootcamp2012

AN IN-DEPTH LOOK AT MARKETING EVENTS

Page 53: Ivy bootcamp2012

Free Event LogisticsChoose an Event

• Mock Exam

• SAT/ACT Workshop

Choose a date

• Give yourself enough time to

market the event

• Give at least 1-2 weeks for

follow-up between event and

start of class

Post event on your instructor

account

• Post this as soon as you’ve

settled on a date

Find facilities

• Try to get free facilities

Page 54: Ivy bootcamp2012

Promoting a Free Event

In-school promotion

• HSCL marketing

• Inclusion in high school email or bulletin

• In-class presentations

• School announcements

Out-of-school promotion

• Group presentations

• Facebook messaging

• Parent and student emailing

Page 55: Ivy bootcamp2012

THE ART OF THE IN-CLASS PRESENTATION

Page 56: Ivy bootcamp2012

In-Class Presentations

Basics• Reach out to teachers you are personally connected to

• Focus on sophomore and junior classes

• Schedule to speak in back-to-back periods (end then beginning)

• Keep it short:1. Why is prep important?

2. How is Ivy Insiders different?

3. What is offered this summer?

4. What free events are coming up?

Don’t forget to:• Get student and parent emails

• Hand out materials:1. Program Overview

2. 5-10 discount cards per student

• Leave extra materials for the teacher

• Follow up with all students at least twice after the presentation

Page 57: Ivy bootcamp2012

ACTIVITY: CRITIQUE AN IN-CLASS PRESENTATION

Page 58: Ivy bootcamp2012

Takeaways 1. Style is more important than content!

• Be professional but more importantly, be personable

• Have high energy, make eye contact

• Make it interactive

• Connect with the students about your common experience- you are

an alum!

2. But some content is REALLY important

• Have schedule fliers and discounts

• Tell them how to sign up and give them any associated deadline

3. Things to avoid

• Bashing- don’t bash the school, the company, or the test for any

reason

• Rambling or disorganization- practice makes perfect!

• Going on too long- be respectful of the time that’s been allocated to

you

Page 59: Ivy bootcamp2012

Practice Your Pitch

Practice makes perfect!

• The more you have practiced your script, the

better you will be at delivering it.

Pay attention to your language

• Subtle differences in language can greatly

affect the overall effectiveness of a

presentation

• Your language should make you professional,

yet relatable

Page 60: Ivy bootcamp2012

ACTIVITY: IN-CLASS PRESENTATION ROLE PLAY

Page 61: Ivy bootcamp2012

BRANCH MANAGER PANEL

Page 62: Ivy bootcamp2012

SALES BASICS

Page 63: Ivy bootcamp2012

What’s the most important thing in Sales?

Page 64: Ivy bootcamp2012

Who’s the most important person on the

planet?

Page 65: Ivy bootcamp2012

Sales Basics

1. Earn the Right

2. Establish Your Expertise

3. Outline the Options

4. Make Recommendations

Page 66: Ivy bootcamp2012

An Easy YesStudies show that a customer is more likely to buy a

product if he or she has answered four or more

questions correctly during the course of a conversation

How can you give your customer an easy yes?

• “What types of activities does your daughter participate

in?”

• “Has your daughter thought at all about what colleges

she would like to go to?”

• “Has your daughter taken the SAT?”

• “Was she happy with her score?”

Page 67: Ivy bootcamp2012

Knowing When to Close

You should move in for the

close if…

• A parent mentions that he or

she recognizes the need for

test prep

• A parent mentions that an older

sibling participated in test prep

• There’s a big disparity between

a student’s current situation and

his or her goals

Page 68: Ivy bootcamp2012

Practice Makes Perfect

Plan your stops.

• Resist the urge to ramble

on!

• Write out 2-3 sentence

scripts.

Choose your favorite language.

• The more times you

practice saying your

soundbytes, the more

comfortable you’ll be on

the phone!

Page 69: Ivy bootcamp2012

Establish Your ExpertiseWhat you know:

• The national average for the SAT is 1500

• The average score improvement in a Revolution course is

~250 points

• Average score ranges for colleges

• Optimal strategies for tackling the exam

What you don’t know:

• The rest of the student’s college application

• The intricacies of the college admissions process

• The score improvement this student will see in your program

Page 70: Ivy bootcamp2012

Takeaways 1. They should do more talking than you should

• Ask about their student and his or her goals

• Ask about his or her interests

2. Relate to the student

• Explain to the parent how you are similar to the student, based on

what they have shared with you

• Express your passion for helping that student achieve his goals

• Offer your advice and assistance

3. Tell them about your class

• Important logistics (when, where, price, discounts, deadlines, how

to sign up)

• Explain specifically how and why you think that course could

benefit the student

Page 71: Ivy bootcamp2012

A Few Common RoadblocksWhat if the parent wants a guarantee?

• You are an expert on the SAT, not the college admissions process

• Do not discuss guaranteed admission into any college, or a guaranteed score

improvement

• Talk about what a student can expect to see, not what s/he is guaranteed to see

What if the student is already scoring extremely high?

• Be honest about the strength of the score and the benefits of prep

• Every 10 points above a 2300 is going to make a big difference, but it will also be

very hard to achieve

What if a student or parent has unrealistic expectations?

• Be optimistic, but outline the reality of the situation

Page 72: Ivy bootcamp2012

ACTIVITY: FOLLOW-UP CALL ROLE PLAY

Page 73: Ivy bootcamp2012

Score Report Consultations

Your purpose:

• Personalized follow-

up after free exam

attendance

• Discuss the best prep

options for the student

What you have:

• Report that breaks

down student score

by section and

concept

Page 74: Ivy bootcamp2012

THE BOOK OF SECRETS

Page 75: Ivy bootcamp2012

Book of Secrets!?

• SAT/ACT tips and tricks

• Incredible resource for 1

on 1 consultations

• Schedule with BOTH

parents and students

Page 76: Ivy bootcamp2012

Getting Sessions Scheduled

• Similar to scheduling a score consultation

• Aim to schedule 10 of these per week

• Schedule sessions over the phone or in person

• Opportunity to learn about the test from someone who

beat the test and got into a great school

Page 77: Ivy bootcamp2012

ACTIVITY: BOOK OF SECRETS WALKTHROUGH

Page 78: Ivy bootcamp2012

Sales Conclusion

What You’ve Got:

• Sales psychology basics

• Questions to help your customer

get to yes

• Sales scripts and strategies

• Guide to score consultations and

The Book of Secrets

Page 79: Ivy bootcamp2012

CONCLUSION

Page 80: Ivy bootcamp2012

Action Item: Complete Launch Plan

Launch Plan = foundation for your branch’s success

1. Complete the plan:

• Big 5 Commits

• Course Schedule

• Marketing Calendar

• Event Schedule

2. When you’re done, take a photo and email your RM and cc

[email protected]

3. Set up call with RM to discuss your Commits

Page 81: Ivy bootcamp2012

Themes for Today

I. Be Strategic

II. Be Personal

III. Start Fast