The Tutoring Market

The 'tutoring' or supplementary education market is enjoying rapid growth, both in traditional and higher education fields.

Currently, according to Standards Australia 'approximately 25% of Australia's 4 million students receive coaching every year'. This number reflects overseas trends and continues to grow as parents all over the world seek more for their children.

There is an international trend toward supplementary education. This now includes those students who are struggling in conventional classrooms as well as above average students who are not being challenged in conventional classrooms. Also, for average students whose parents wish to maximise educational opportunities.

The growth in the tutoring market has led to an increase in the number of private tutors servicing that market. Most parents have little knowledge of what to look for in a tutor and so tend to rely on recommendation and reputation when making decisions regarding their child's education.

KMEC Within the Tutoring Market

These trends place Kip McGrath Education Centres at a distinct advantage in the marketplace. We have a 30 year history and an international reputation as a trusted and innovative provider of quality supplementary education.

Kip McGrath Education Centres literacy franchise is currently the largest international face to face provider of supplementary education. The organisation remains a leader in the field as it continues to recognise and respond to changes in the market.

Each local Kip McGrath Education Centre territory has a population area of approximately 48 - 52,000, with 6,000-8,000 students residing in each area (this figure may vary in smaller country areas).

The Kip McGrath Customer Target

Kip McGraths primary customer target is parents with school-aged children.

Within this target, it is important to recognise the role of mothers in both the education and decision-making process. Mothers need to be the primary consideration in the marketing and communication process.

Furthermore, due to the price of Kip McGrath tuition franchise, the emphasis for communication will be on mothers for whom price is not a significant barrier (20% of mums with school age children have a household income of under $40k pa).

Primary Customer Target = mothers with a household income of $40K plus.