Why Spending Money to Get a Student Is the Smartest Move You Can Make

June 25, 2025 | Read time: 3 mins

Welcome back, tuition leaders 👋
This week’s Business Builder Bulletin is all about a mindset shift that could change how you grow your student numbers:

🎯 Why paying to get a student isn’t a risk—it’s smart strategy
📚 The moment I realised free Facebook posts weren’t enough
🧠 How to calculate what a student is really worth to your centre
💷 7 steps to build a marketing system that fills your timetable

Let’s dive in…👇

The Moment I Realised “Posting More” Wasn’t the Answer

A couple of years ago, we were coming up to the September term, and our numbers weren’t where they needed to be. So I doubled down: more Facebook posts, more WhatsApps, more flyer drops.

I was doing everything I could think of that didn’t cost anything—but the enquiries weren’t coming in fast enough.

Then I tested one £100 Facebook ad. It was local, specific, and offered exactly what parents were worrying about: “Does your child need a boost in Maths or English before Year 6 starts?”

That single ad brought in 12 enquiries and 6 paying students.

That’s when it hit me: I was wasting time trying to be everywhere for free, instead of spending smart to attract the right families.

Now I treat marketing like a system—because if I know what a student is worth, I know what I can spend to bring one in.

Here’s how to do it:

Step 1: What’s a Student Worth to Your Tuition Business?

Start with your average monthly fee and multiply it by how long the average student stays.

Example:
You charge £120/month, and the average student stays for 10 months =
That student is worth £1,200 over the academic year.

This number is your Customer Lifetime Value (CLV)—and it’s key.

Step 2: How Much Would You Spend to Get That Student?

This is your Customer Acquisition Cost (CAC)—and it’s up to you.

Some tuition centres are happy to spend £100 to get a £1,200 student.
Others might stretch to £300 or £400 because they know their programme delivers results and retention is high.

The better your service, the more confident you’ll feel in investing to grow.

Step 3: How Many Enquiries Does It Take to Get One Student?

What’s your conversion rate? If you sign up 1 in 4 parents who enquire, that’s a 25% conversion rate.

Track your numbers. If you don’t know, start counting this term—it’s essential.

Step 4: How Much Can You Afford to Spend Per Enquiry?

Now the maths:

If you’re happy to spend £200 to get one student
And it takes 4 enquiries to get one
You can afford to spend £50 per enquiry

Now you can assess:
👉 Is a £7 Facebook lead good? (Yes!)
👉 Is a £200 magazine ad worth it? (Maybe not.)

Step 5: How Many New Students Do You Want Next Month?

Don’t just say “more.” Be specific.
For example: “We want 15 new students to fill our after-school groups.”

Now we work backwards…

Step 6: How Many Enquiries Will You Need?

If your sign-up rate is 1 in 4, and you want 15 students:
You’ll need 60 enquiries.

Step 7: What’s Your Marketing Budget?

Take the number of leads needed and multiply it by how much you can spend per lead.

60 leads × £50 = £3,000 budget for this campaign

That may sound like a lot—but remember, 15 new students at £1,200 each is £18,000 in revenue.

You’re not losing money.
You’re buying future income.

Final Thought: Think Like a Business Owner, Not Just a Tutor

Running a great tuition centre isn’t just about teaching—it’s about building systems that bring in students consistently.

Once you know your numbers, you stop guessing.
You stop relying on “visibility” and start controlling your growth.

💬 Want help working out your numbers and building a simple marketing system that fills your centre with the right families?
That’s exactly what we do at Business Coaching Manchester.
Book a free strategy call and let’s take the guesswork out of your growth.