Starting a new business can be tough, especially when you’re the first one in your area doing it. Being a pioneer comes with its own challenges; you definitely don’t want to go unnoticed, and getting people interested when they haven’t heard of you or your services can be tricky. But being first has its perks too—you start without competition and can build strong brand recognition if you play your cards right.
Back in 1997, Jacksonville, Florida didn’t have many options for tutoring and test prep. We saw a big opportunity and decided to open a Huntington Learning Center. We jumped right into introducing the brand to the community. Fast forward 25 years, and our center is thriving and still expanding. Here are some tips we picked up about breaking into an undeveloped market with a fresh business.
- Start Marketing Immediately
Right from the get-go, make marketing a priority. This is how you let people know about your business and start building recognition. The more visible you are, the more curious folks will get. Marketing isn’t just one thing—it includes mailing postcards, TV ads, social media, school visits, and newspaper advertisements.
When we opened Huntington, we made sure to invest in marketing even before the place was built. We looked for ways to introduce ourselves and got people interested from our efforts before construction was done. We ended up hosting tutoring sessions in a nearby hotel ballroom, which helped us gather a few new customers even before we opened our actual location. Be creative and start early!
- Think Outside the Box with Marketing
To grow, you need to be innovative and try reaching customers beyond the usual community hubs. Sponsor local sports teams, join fairs or markets, or even hang flyers in daycares or neighboring towns to reach new people.
Connecting with different audiences takes time and prep but extends your business’s reach and customer loyalty.
- Be Proud to Share Your Passion
Don’t shy away from showcasing your passion! Sharing why you started your business connects with potential clients. The best marketing comes through word of mouth—when you’re passionate, customers will share their experiences.
Initially, we had to win over parents by showing them our commitment to their kids’ education. Sharing our story and our mission to provide quality education highlighted our commitment and passion.
- Stay Updated with Industry Trends
As the world changes, so should your business. Adapt to your customers’ evolving needs by updating services, products, and hours accordingly.
At Huntington, we offer tailored tutoring programs from kindergarten to 12th grade. We noticed increased needs for younger students, especially those recovering from pandemic-related learning gaps. Catering to these needs ensures we provide the best and most relevant services.
Starting a business in a new market can be tough, but it’s not impossible. The rewards can be substantial if you take the leap. Hopefully, these tips give you some ideas for success, whether you’re entering a new market or looking to grow further.
Janet Gonzalez, along with her late husband, opened a Huntington Learning Center in Jacksonville, FL, in 1997, a time when the area lacked such services. Her son, Christopher, later joined as Co-Owner and Executive Director. In 2022, he was recognized on Jacksonville Business Journal’s 40 Under 40 list.
