Dedicated to Education:
Vera Chub, Master Franchisor Odessa, and Acting NF, Ukraine
By Marie Orian
HDEE HQ is always alive with visitors, and so far 2008 has been no exception. In March we were very glad to welcome Vera Chub on her first time visit to Israel. As a Rotarian, Vera was here to participate in a very special week long event to mark the 75th anniversary of the Haifa Rotary Club, one of the oldest and largest clubs in Israel, with members from sister cities (including Odessa) visiting from around the world. Haifa, about a 30 minute drive south from HD HQ, is a picturesque hillside port city and a unique example; where people of different faiths, backgrounds and communities live together.
Odesa port
Vera has dedicated her life to education. After graduating from university in 1969, her professor literally took her by the hand to the largest language school in the Ukraine to accept a teaching position there; today she is the director of the school. But Vera's career didn't stop there. She is also the very successful HDEE MF for Odessa, and acting NF for all of the Ukraine, along with her highly capable partner Tatyana. Vera fondly remembers the exact date the first students filed in to her first Helen Doron Learning Centre; Feb. 8th, 2005, and the pride she felt.
She feels that one of the real benefits of working with a quality learning system like Helen Doron, is that it attracts a majority of wonderful LCFs; dedicated and responsible people who really care about children. She explained that they've been lucky getting good teachers for their LCs, because of recent trends in Ukraine, whereby many young people are concentrating only on making money and showing off wealth with big cars and fancy clothes, rather than pursuing educational vocations.
“We've been fortunate in attracting some really exceptional young teachers. Sometimes it's initially difficult to get people interested in teaching, but once they've attended a TTC, they're very impressed with Helen Doron methods and materials, and usually sign on. What's more, they tell their friends and family members who also come along to TTCs on personal recommendations.” Speaking of the real thing, Vera mentioned that they experienced a problem with another language school claiming to be a Helen Doron Learning Centre. “They were charging less for lessons but not offering anything even remotely up to HD standards. We went on local TV to expose the impostors, which put a stop to their posing as Helen Doron, and in addition brought a surge of renewed interest back to our Learning Centre; where parents now really understood the high level of English language education we provided for their children.”
Vera shares a few unique insights into running a successful HD Master Franchise business that might prove beneficial to others:
- Understand Your Market - The Ukraine population for instance, is divided into Ukrainian speakers and Russian speakers. Vera makes sure her advertising is geared to both languages, so she reaches everyone.
- Promote the Brand - More and more people in the Ukraine are recognizing the Helen Doron branded image, and associate it with a quality educational business.
- Develop New Areas - We are following up a strategy to open LCs in rural areas and villages in the Ukraine for 2 reasons.
- Renting premises in remoter areas is less expensive.
- Many smaller towns are close to the boarder with countries where Helen Doron is successfully franchised, such as Poland and Hungary. We enjoy a spill-over effect from their HD advertising and awareness.
- Recognize New Trends – With an improvement in the economy, many parents are now aware of new trends in children's educational enrichment. Gear adverting to this new receptiveness.
- Promote the Curriculum – Don't ever forget that only HDEE offers a continuous system of 10 years worth of quality learning programs and materials that children can grow with.
Vera does however understand that no business is perfect and there are bound to be some obstacles along the way. Sometimes LCF's focus too much on getting an immediate return on their investment, or resent the outlay of renting premises in the city. What they really need to concentrate on is the huge support system that HDEE offers, that other educational businesses don't. HDEE is highly reputable and proven. It's backed up by a caring support network offering materials, updates, advise, business expertise and 24/7 customer service. It's not just a scheme or a short term fad.
Vera is very positive about the future of HDEE in the Ukraine. “The Country is developing fast, and everywhere you look they are putting up buildings and high-rise apartments. There's more money around now, and although things are still comparatively expensive for most citizens, the 'better things in life' are becoming available to more people. That includes a better future for their children through the advantages of speaking and understanding English. Although the Ukraine faces many challenges, prosperity is growing, and we certainly see our Learning Centres growing with it.”