Launching my business

“Atchi ni ikitai!” 

A little girl with sand-colored hair was being carried by her dark-haired mother, and was pointing to a candy store.  My then-2-year-old daughter paused and looked in the direction of the strange sounds.  I stared when I registered that the little girl was speaking Japanese perfectly.  I wished my own young children could speak a foreign language.

What about a language school for young children?  Coincidentally, I then read an article in the newspaper quoting a language school.  I researched to see if they had any partnership or franchising opportunities. As it turned out, they were just starting to license their program. However, after a couple months of discussion, I was not satisfied.  I would start my own language school—Little Ambassadors!

In retrospect, I’m relieved that I did not license.  It would have taken me years to recoup the cost.  Restrictions were numerous, including having to pass all advertising through corporate for approval. Most importantly, the products being offered did not coincide with my market focus.  I was starting my business in Hawaii, where the most popular foreign language is Japanese.  The company did not even have Japanese curriculum!

A key concern with small business is quality personnel.  Because Little Ambassadors is a service business, it is important to hire and retain skilled employees.  At least one teaching position is filled by an international student who returns to her country after graduation.  If I had licensed, I would have had to send each teacher to NY to take a costly 3-day training course. 

Since the inception of Little Ambassadors over a year ago, all three of my children have been participating in classes.  Enrollment is steadily increasing.  Just as important as the positive business trend, however, is my children's’ firsthand realization that there are many different languages.

Recently, my 3-year-old overheard a couple talking and said,

“Mama, they’re speaking Chinese!”

I proudly responded, “Hen hao!  Very good!” 

My 5-year-old added, “He said, ‘Let’s go eat!'” 

Again, I beamed. “Dui le!  That’s right!”

A few days later, the 3-year-old overheard another conversation. 

“Mama, they’re speaking Chinese!”

“Umm, actually, that’s Spanish, honey…”

OK, maybe I better enroll them in the Spanish classes, too…

Now she’s constantly aware of language.  She proudly tells people that she can speak Chinese and Japanese, and will ask of others, “Can they speak Chinese, Japanese, or just regular?”

Advice for others

 Do your homework when franchising or licensing.

•    Even though it might seem easier, be certain that it makes sense from a cost-perspective.

•    There may be quotas that you will be expected to fill, or other hidden costs involved. 

•    Realize that it does not necessarily make starting a business easier—the hard stuff will all be left to you, including hiring, marketing, etc.  

•    Make sure that the service or product that you are buying fits your geographic and demographic market.