Tuesday , January 26 2021

(Very) runny school support business

Lylia and Thayss, 12 and 13 years, focused on their French training, under the supervision of Marie-France Michel, a retired professor. In the next room, alone on the board, Béatrice, in second place, was struggling to practice factoring. Between the two, slightly out of the box in a sleek design, Erwann, ranked 5 in a nearby public college, moved his working method with Richard Befayt, the coach of this new structure.

Philippe Coléon, boss of Acadomia, proudly presents his newest baby, "shared learning room" in Clichy-la-Garenne (Hauts-de-Seine), which looks like an incubator for start-ups. up, these anthills where young economic shoots nest to fly themselves. "This is the place between school and home, where you can come a la carte, only to study calmly, work confidently, do homework alone or with other people," said the former ad, which makes his company the number one tutoring company in France .

Drifa, 46, Erwann's mother, was immediately seduced. The hostess herself raised her child. He produced only 1,200 euros, but had not made a big sacrifice: paying 70 euros per month so that his son could attend the place. "At home, he was tempted to play the console. And then, I was too much on his back. Here, he could work more calmly, while being watched by good professionals. It didn't last long but the results were felt and it calmed me. "


Reinventing itself to attract new customers, this is the challenge of Acadomia, which has followed more than 100,000 students for a turnover of around 150 million euros. Strategically located at the intersection of several schools, the co-learning space in Clichy is the second of its kind.

The first was inaugurated with great grandeur last year, in the seventeenth arrondissement of Paris. At the front, other offers are displayed in capital letters: "private lessons", "courses in small groups", "courses during the Christmas holidays" … The whole comes in a lot of material. Inès, before joining the co-learning room, had pre-entered internships to "upgrade to mathematics", the most requested material. That is what caused his parents to register him.


Philippe Coléon, boss of Acadomia, criticized the platform for promoting black jobs, outbreaks of this sector ./LP/Olivier Arandel

According to research firm Xerfi, school support currently weighs almost 2 billion euros in France. This is the largest European market, far ahead of Germany. And it must advance further in 2020, predicting the institute. But only 350 million euros fall into the pockets of private organizations, such as Acadomia, Completude or Cours Legendre. Where are the rest? Most in the OTC market, which is between individuals. The segment where it debuted for several years new digital actors such as Clevermate or MyMentor.

The incumbent operator is driven by start-up

This start-up shook the landscape of support and forced incumbent operators to reconsider their strategy. Complétude has placed a foot in child care with the creation of Kinougarde, Cours Legendre has decided to expand the preparation of their offer for competition, as for Acadomia, he invests, among other things, more school support for young athletes.

After signing a partnership with the French Handball Federation, AJ Auxerre training center and Mulhouse swimming club, Philippe Coléon's company is preparing to open a "school" at the beginning of the next school year. in Lyon with basketball player Tony Parker.

In seeking new sources of income, these companies also play quality cards against their new competitors. Most notably, Superprof, has set up its headquarters a number of metro stations from the Acadomia co-learning center, in a former chic 8th-century Paris private residence. In this newly renovated place, the average age does not exceed 30 years. We work there not in basket, but at a very fast speed.

The uberisation of private lessons

"We are often called Uber or Airbnb school support, another time Leboncoin private lessons," pleases Wilfried Granier, the company's co-founder. A seemingly simple idea from a 35-year-old computer engineer? Connect the teacher and students on the platform.

Like on Airbnb's private apartment rental websites, everyone can judge themselves. The average course price: 27 euros, which must add an annual subscription of 49 euros to access advertisements. Far below the rates imposed by the "big" sector.


"We are often called Uber or Airbnb school support," said Wilfried Granier, founder of Superprof./LP/Olivier Arandel

Its success is very fascinating. After only five years, the company was founded in 22 countries and has a community of nearly 4 million "teachers" in the world, two hundred times more than Acadomia! School support is the highlight of the story but there is also training for adults in music, sports, drawing or DIY …

"What does a five-star teacher mean?"

Stéphane Duflocq, 28, has offered his services for a year at Superprof, after being done for seven years through classic classified ads. Among the best teachers, doctors at this pharmacy are part of a closed circle of "ambassadors" brands. "This is because he has a lot of very positive and very responsive student feedback. The response time for solicitation is very important to us," said Meryem El Ayoubi, Superprof's marketing director.


The (good) opinion of his students in mathematics is appropriate for Stephane to be part of the "ambassador" circle of Superprof./LP/Olivier Arandel

This status allows it to display chemistry classes easily at rates more than twice the site average, between 55 euros for one hour remotely, by webcam, 65 euros for home services in the region Paris. Money paid directly by customers. And the request did not fail. "I have forty students, seven of whom are regular."

The generation of this system has the gift of competing. "What does a five-star teacher mean? At home, there is an education advisor who is responsible for finding the profile that is most suitable for each student and that works," said Philippe Coléon, who also criticized the platform for promoting side jobs, an outbreak of this sector .

Family for referees

Almost the same argument was developed by the completeness boss. "With these sites, we don't always know who came to you, even with student comments," said Hervé Lecat, a centralist who founded the company thirty years ago.

Very well established in big cities, special course specialists make the CV of the speaker an sales argument. Every year, he also orders customer satisfaction surveys that are clearly displayed on his site.

"We know that we provide good quality service and we appreciate that this is known. Our guarantee is family satisfaction," said Hervé Lecat. In the end, they will appoint the winner of this trade war.

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