Photo by Stephen Cook on Unsplash
If you take a look at current ESL markets, you’ll find:
- Many companies and teachers are fighting for ESL learners (adults and children) between beginner and intermediate levels. Basic English communication skills are the focus of this market. As you can imagine, competition is fierce.
- Fewer companies or teachers focus on helping ESL learners between intermediate and advanced levels. Communication fluency is what these students want. Competition is fair.
- Almost no companies or teachers are helping advanced ESL learners interested in improving their communication efficiency to a native or near-native level. The competition here is unnoticeable!
You might wonder why advanced learners still want to improve themselves when they already communicate fluently and effectively in English.
The simple answer is, because they want to!
Take my situation as an example. I run my business in English, write articles and emails in English, make videos in English, and have meetings in English for more than 6 hours every day. I’m still actively working with my teachers to improve my English because I know I can do better.
I would love to improve my English communication efficiency and use words more accurately, concisely, and colorfully, in varied sentence structures.
I want to feel free when speaking English and be able to give influential and powerful speeches.
I believe, one day, I can even be better at communicating in English than most native speakers.
The truth is:
Not only does this market exist, it also has an attractive market size.
Of course, there are fewer advanced learners than beginners or intermediate learners.
However, when we look at the market size, we put it in dollars.
Market size is the product of the student volume and dollar amount they are willing to pay.
The beginner and intermediate markets have a large volume, but the amount students are willing to pay is low.
On average, teachers can charge no more than $20 an hour teaching beginners or intermediate learners.
On the other hand, the market size of the advanced market has a smaller volume, but the amount students are willing to pay is high.
Let’s face it:
The reason advanced learners are advanced is because they are motivated and committed learners.
They are committed to learning English and always eager to improve.
They have already benefited from their English proficiency and understand the value ESL teachers offer.
They respect you as an ESL teacher and are willing to pay you more.
My clients helping advanced learners can confirm this. They are all charging at least $80 an hour and getting new students every single month.
The question for you is:
Do you want to participate in the fierce price war in the beginner and intermediate markets, charging no more than $20 an hour?
Or do you want to join us in the advanced market, helping the most motivated students in the world and charging no less than $80 an hour?