After 14 years in the ELT industry, Aoife Mulvihill launched her own home tuition business in 2011. Now two years in, she speaks with the PIE about what’s she learned, her pride in Ireland and the types of students interested in living with their teachers.
The PIE: Tell me how Home Tuition Ireland works.
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>]
The advice I’ve been given is to build up my team in Northern Ireland and then I’d be able to be inspected because it’s part of the UK. Irish further education automatically recognises language schools that are recognised by the British Council so it’s just a step the way I have to go in order to get accreditation.
The PIE: Do you think having no accreditation affects your ability to recruit students?
AM: Luckily I’ve built up a good reputation with my previous experience in the industry with the agencies and different governing bodies. English UK has accepted me to attend StudyWorld this September because MEI has given me a good recommendation.
The PIE: How many students do you have a year?
“I’ve got about 5% direct bookings and the rest through agencies”
AM: I am quite small, in 2010 I had six clients, and then in 2011 it jumped to 24 and in 2012 to 72. So far this year I’ve had about 64. So I’m hoping to reach 100 this year.
The PIE: What’s the average length of stay?
AM: Two weeks. Junior clients could stay up to four weeks in the summer. It’s normally quite seasonal but for the first time I’ve seen growth in January, February, March courses because businesses and companies sponsor their employee’s language holidays.
The PIE: As a small and relatively new operator on the market, how do you stand out from bigger names in Ireland and Europe?
AM: I’m very proud of being Irish and of what Ireland has to offer international clients. We’re a very small country but we have a fantastic reputation for being warm and friendly and welcoming. Also, I offer the full package- board, accommodation, lessons, cultural activities, weekend excursions, for one price. And all of my teachers are TEFL qualified which is extremely important because sometimes you can find that families might be doing the teaching and they’re not qualified teachers.
The PIE: Do you use agents to attract students and what are your key markets?
AM: The majority of my clients do come through agents, I’ve got about 5% direct bookings and the rest through agencies. They’re mainly Europeans – Spanish, German, Austrian, French, Italians, Swiss and some Polish as well. I ‘ve had Japanese and Mexican students too.
The PIE: What have you learned in the two years since you’ve been open?
AM: In order to keep your business alive you need to listen to what customers want and do your research so that you can supply them with what they’re looking for because at the end of the day you’re creating jobs for people here in Ireland and need to be able to sustain them and your own business.
“Students stay with a family and go to school in Ireland as if they were an Irish student”
For example I’ve started offering full academic years after so many people asked for it and it keeps my business open during the low season. Students stay with a family and go to school in Ireland as if they were an Irish student. It’s a good way for junior students to improve their English over time and make life-long friends.
The PIE: What are your future plans?
AM: I’m working closely with German and French partners to research an academic preparation class to prepare junior clients for the equivalent of the English A-levels but in Germany and France, the Abitur examination and the Baccalauréat. It has good potential because the parents of the children want them to pass the English part of their own state exams.
