Friday , March 31 2023

The (very) juicy business supports the school


Lylia and Thayss, aged 12 and 13, concentrate on their French exercises, under the supervision of Marie-France Michel, a retired professor. In the next room, alone on board, Béatrice, secondly, struggles for a factoring exercise. Between the two, Erwann, a 5-course box in a stylish design in the nearby public college, bites working methods with Richard Befayt, coach of this new structure.

Philippe Coléon, the head of Acadomia, is proud to present his latest child, a "co-learning space" in Clichy-la-Garenne (Hauts-de-Seine). up, these marshes in which the young shoots of the economy are given time to fly on their own. "It is a place between school and home, where you can come to the book, just to study quietly, to work with self-confidence, to do homework yourself or with others," says the former journalist who made his company the best consulting company in France.

Drifa, 46, Erwann's mother, was immediately seduced. The hostess raises her child alone. He only earns 1,200 euros, but he has made another great sacrifice: he pays 70 euros a month so his son can participate in this place. "At home, he is tempted to play the console, and then I'm too far behind him, and here he can work more calmly while being supervised by good professionals. calms down. "


Returning to attract new customers, this is the challenge Acadomia already has over 100,000 students for a turnover of around 150 million euros. Strategic location at the intersection of several schools, Clichy's co-learning space is the second of its kind.

The first one was inaugurated with a great pomp last year, in the seventeenth district in Paris. In the front, the other offers are shown in capital letters: "private lessons", "small group courses", "courses during Christmas holidays" … Everything comes in a lot of materials. Ines, before joining the co-learning space, has already completed a pre-entry training to "upgrade math", the most requested material. That caused their parents to score.


Philippe Coléon, the head of Acadomia, criticizes the platforms for promoting black work, a plague of the sector. / LP / Olivier Arandel

According to research firm Xerfi, school support today weighs nearly 2 billion euros in France. It is the largest European market, well ahead of Germany. And it should go further by 2020, predicts the institute. But only 350 million euros fall into the pockets of private organizations such as Acadomia, Completude or Cours Legendre. Where's the rest? Mostly on the OTC market, that is, between individuals. A segment that has begun for some years digital actors such as Clevermate or MyMentor.

Existing operators were injured by start-ups

These start-ups shake off the support landscape and force existing operators to reconsider their strategy. Complétude has set a foot in childcare with the creation of Kinougarde, Cours Legendre have decided to expand their training for competitions, and Acadomia is also investing more and more in school support for young athletes.

After signing a partnership with the French Handball Federation, AJ Auxerre Training Center and Mulhouse Swimming Club, Philippe Coléon is preparing to open a "school" at the beginning of the next school year. in Lyon, with basketball player Tony Parker.

In search of new sources of income, these companies also play the quality card to counteract new competitors. The most prominent, Superprof, has set up its headquarters at several Metro stations in Acadomia's co-learning center, in a former private mansion in Paris's eighth chic district. In these recently renovated premises, the average age does not exceed 30 years. We work there rather in a jean cart, but at a very fast pace.

Take private lessons

"We are often called Uber or Airbnb school assistance, or the Leboncoin private course," says Wilfried Granier, co-founder of the company. The seemingly simple idea of ​​the 35-year-old computer engineer? Connect teachers and students to its platform.

Like on Airbnb's private rental site, everyone can evaluate themselves. Average course price: € 27, to which you have to add an annual subscription of € 49 to access your ads. Too much below the rates of the "big" sector.


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

Success is dazzling. After only five years of existence, the start-up is established 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 top part of the story, but there are also adult training courses in music, sports, drawing or DIY …

"What does a five-star teacher mean?"

Stéphane Duflocq, 28, offered his one-year services to Superprof, after doing seven years of classic ads. Ranked among the best teachers, this physician from the pharmacy is part of the closed circle of the "ambassadors" of the brand. "This is because it has a lot of positive feedback and is very responsive. The time to respond to a request is very important to us," says Meryem El Ayoubi, marketing director of Superprof.


The (good) opinions of his pupils in mathematics deserve Stephane to be part of Superprof's "ambassadors circle." / LP / Olivier Arandel

This status allows it to easily display chemistry classes at rates higher than double the average of the site, between 55 euros for one hour at a distance through the webcam, 65 euros for a home service in the Paris region. Money paid directly by customers. And the demand does not fail. "I have forty students in all, seven of them are accustomed."

The evocation of this system has the gift to compete. "What does a five-star teacher mean? At home, there are educational counselors who are responsible for finding the most appropriate profiles for each student and what is working," says Philippe Coléon, who also criticizes the platforms to promote light month, a plague of the sector.

Families for referees

Almost the same arguments are developed by the Head of Compliance. "With these sites, we do not always know who comes to you, even with students' comments," said Hervé Lecat, a centralist who founded the company thirty years ago.

Very well established in big cities, the specialist of the special course made a resume to speakers' sales argument. Each year, he also commands a customer satisfaction survey he displays prominently on his site.

"We know that we offer a good quality of service and we appreciate that this is known. Our guarantee is the satisfaction of families," insists Hervé Lecat. Eventually, they will name the winners of this trade war.

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