Mindseed - Regional Director - Revenue Maximisation

This role would include the following of which Revenue Maximisation is the priority. So for now an RD's job is about consistently working revenue generation and consistently, in a timely manner taking actions to improve everything that impacts revenue generation.

This means an RD has to consistently do things to:

- Generate leads - Certain number of leads need to be delivered to every school every fortnight. Fix a target of leads per school per month and ensure it's done.

- Convert leads to walk ins - Assign someone to follow up from leads to walk ins and look at reports of this every week. Push this team to meet the conversion targets. You need to ensure the team is always charged up to win.

- Convert walk ins to admission - For this you need to focus on (1) School experience (2) Counseling (3) Follow up (4) Management of the process

(1) School experience - you need to ensure that the experience of visiting your schools (i) is on par with or better than your competition (ii) attractive for a parent (iii) you need to ensure that your school infrastructure fit's in with the overall brand message of a revolutionary school to hone the individual genius within

(2) Counseling - You need to ensure that your principal (i) is well trained to counsel in a way that bring out our brand essence and USP's with the app based stories at the center and do regular mock counseling with them (ii) has setup the counseling room appropriately with the right material in the right place to help her with her pitch (iii) has all the collateral required to make a winning pitch.(iv) can close an admission.

(3) Follow up - You need to ensure that all your principals are trained to follow up, Mindseed Lite is being use, that principals have the material required to follow up, are executing events that help with conversion and follow ups.

(4) Management of the process - you need to be looking at weekly reports of this, drive the team to meet their targets, ensure that the funnel is managed well. Need to ensure the team is always charged up to win.

- Generate Referral & direct Walk ins: Ensuring all parents are on the app and Using the app engagement to drive referrals. Doing good regular parent engagement events every month, doing good PTM's every month, ensuring principal has high level of engagement with her parents, driving referral walk ins.

For direct walk ins ensure (i) a certain amount of marketing is done every month and (ii) the location is attractive for parents to walk in.

- Set appropriate Fees- we need to set fees at the right level so as to maximise this equation, in cases that may mean we charge the highest fees in a market as we have a premium product, in cases it may mean running a discount in a price sensitive market. A lot of things like school experience, parent engagement and marketing can keep adding to the premiumness of the offering and helping us to capture more value.

All the above is the same process for pre school, day care or activity classes.

To make all this possible however you need a motivated and driven team that is willing to do anything for you, their leader. To do that you need to use the mastery autonomy and purpose framework.

Mastery:

- Coach and mentor them

- Invest in them to get better

- Give them new challenges so they can learn

Autonomy:

- Give them autonomy

- Make them feel like owners

Purpose:

- Connect them to the purpose of the organisation and what we are doing

- Help them see how our mission is actually coming true

- Make them feel like they are contributing to our vision

In addition to these you need to help them by solving their problems, win their respect by leading from the front (doing sales yourself), show them you care about them as people and go above and beyond for them so they will do the same for you.

To do all of this well you must:

Understand your parent: Spend time with parents every week- understand what makes them tick, what they like about us, what they like about our competition, what they dislike about us, what they dislike about our competition, what are their fears, what are their aspirations, what do they want from a pre school, what are their unstated needs, what do they spend money on, what do they do in their free time, how do they think about their children, how do they think about their school etc. Get the pulse of the parent and you're very likely to win.

Understand the market in which you operate: You don't operate in isolation, you must always know what your competition is doing, what is working and what is not working. You should be rich with intelligence on competition- their USP's, their monthly admissions, their total number of students, their fees, their schemes, who is closing, who is opening, who is selling what additional services, who is generating revenue from where etc. You should know what K-12 schools are doing as well as they have a direct influence on your space.

Understand your team (including Principals): What makes your team tick, why do they do this job, what motivates them, what demotivates them, what excites them, what scares them, how do they think about the company, how do they think about the competition, how do they think about you etc. You need to know how to make each person perform to your expectation.

Understand your product: You need to understand your product in great detail to ensure that it is implemented well and sold well. You need to believe in the product so that your team too will believe in the product.

This is the job and these are the skills required. Do it consistently and you will win. It's that simple. There is no silver bullet, but these are all the lead bullets it takes to be a good RD.

You must currently ensure that 80% of your time is focused on doing this and only 20% of your time goes on things that don't maximise revenue.