AM: It’s a total immersion programme for international clients in teaching homes in different locations around Ireland. I have a team of about 35 teachers and 20 homestay families that host my clients. All of my adult customers are placed in teachers’ homes and some of my juniors are placed in teachers’ homes with children or sometimes with homestay family homes and the tutor visits.

The PIE: What inspired you to launch the product?

AM: I’ve been working in this industry for 14 years, so I’ve built up a lot of  experience working firstly as a teacher around Ireland and in Italy and then in marketing departments at schools in Ireland. I always wanted to be my own boss but I didn’t want to compete against schools that I’ve worked for.Then I saw a niche market for home tuition in Ireland.

“Once I started selling the product, two other markets developed, young adults between 18-30 years old and families”

It’s quite popular in the UK and in America but it’s not so popular here. So my idea was to be the key player of home tuition on the island of Ireland. I started in Galway but created my team around the Dublin area and also Galway, Cork. I offer city locations and countryside locations.

The PIE: When did you open?

AM: In 2010 I started market research and my first business year was 2011.

The PIE: What types of students are interested in home tuition?

AM: When I was first doing my research I discovered that there are two types of customers for this programme: firstly, juniors whose parents don’t want them to go to camp where they’re mixing with other nationalities but want them to have a full immersion experience. Secondly, business people who want high-end products and guidance with sales presentations, negotiations, meetings, different things like that.

But once I started selling the product, two other markets developed, young adults between 18-30 years old and families.

The PIE: What is the proportion break down?

AM: Juniors aged 12-17 are 50% of my business, then business people and young adults are 20% each and families are 10%.

I never thought that the young adults age group would be interested but then because of the recession in Europe those people really want to learn quickly, they want full immersion, tailor-made, they don’t want to go to a language school where there are 12 other people in the class and they’re all mixed abilities.

“I have a partnership with a resort in Connemara which is ideal for families”

The PIE: How does it work with families?

AM:  I have a partnership with a resort in Connemara which is ideal for families. My tutors visit the resort and provide the lessons to them and then they do the outdoor and cultural activities that the resort offers. I can organise that they stay with an Irish family if they want as well. Or they can stay in self-catered apartments.

The PIE: How are the teaching hours divvied up?

AM: The average length is either 15 or 20 hours a week so you’re looking at 3 or 4 hours of teaching a day Monday to Friday. Also included are two accompanied cultural and social activities with their tutor during the week and there’s an excursion on Saturday. It’s not just the tuition time with the teacher in the morning that’s important but then to get out to put things that they’ve learned into practice and to discover the Irish culture.

The PIE: Because this product is new in Ireland, are there any types of accreditation available?

AM: The Accreditation and Co-ordination of English Language Services (ACELS) have guidelines for language schools that have a premises and classrooms but they don’t have any guidelines in place for home providers so I’m just following the British Council home tuition guidelines at the moment. [more>]