Turtle Tots: the license business model

Case study: Turtle Tots
Case study: Turtle Tots

• Can you tell me a bit about your client base?

Turtle Tots is a license, so our clients are our licensees. When someone emails us to express an interest in becoming a licensee, we send them a confidentiality agreementr and application form. We have a meeting and go through facts and figures and ask them to research swimming pool availability and swimming class prices in their area. Next, we ask them to produce three versions of their three-year cash flow forecast: a pessimistic one, a realistic one and a blue-sky thinking one.

Once the licensee has been accepted, we ask them for a deposit and they have a Disclosure and Barring Service (DBS) check, to ensure they can work around children. All of our staff have a DBS check every year.

After this point, all licensees undergo four weeks of intensive training. Initially they spend one week with the Swimming Teachers’ Association, followed by one week of ‘bootcamp’ style aquatic training and finally two weeks shadowing and teaching practice lessons.All licensees also receive two days of business, marketing and admin training.

We hold an annual ‘development days’ conferences where we discuss topics and train staff up on any new skills we feel may have become necessary over the course of the year. This can be anything from finding pools to selling goggles.

Basically, there is an ongoing training process, which is one of our strongest advantages as a business. In the UK you do not require any formal training or qualifications to be allowed to teach swimming classes, but at Turtle Tots all of our licensees complete world-class training and are as qualifies as they possibly can be.

When it comes to our licensee’s customers, that includes pregnant women and babies aged 0-4 years. Increasingly, people are becoming aware of the importance of teaching their children about water safety and skills that could potentially be life-saving.