Start Your Successful Driving School (In 10 Easy Steps)

Driving is an important skill requiring quality instruction and practice. People learning to drive creates a great business opportunity–starting a driving school.

Like any new small business, this process requires patience, time, and money. It also requires working through your state’s requirements, and creating a marketing plan to get the word out.

Once you get things going, however, you’ll find that success is almost inevitable. The hard work you’ve put it will pay off. Some of these steps take time–that’s ok. You will be ready to go from the day you get your driving school license.

10 steps for starting your driving school

1. Research the licensing requirements in your state.

Your research stage might be the most complicated, but also the most necessary. Each state regulates driving schools in its own way, from the complex (such as New York) to the simple. Most states will provide the forms you need to complete, as well as full information about how to become licensed as a driving school and instructor.

In most states, however, the process is fairly straightforward, although it will take some time. That time can also be used to take care of the other 9 steps for starting your school.

You will also need to decide on your business structure. In most states, you can get going using any structure, but you should consult your attorney or accountant before you commit to one. Common structures include

• Sole proprietorship–the business is part of you, but you will be liable for anything which goes wrong.
• Corporation–this is the most complex form, but will shield you from liability other than what you’ve put into the business.
• Limited Liability Corporation–the LLC is a mix of the two, sort of. You have limited liability, but avoid some of the complications of being a corporation.

Your accountant and lawyer will help you create the best business structure for you..

Look for these Requirements in Your State

Other requirements you might have to meet to be a driving school owner or instructor include:

• A place of business meeting state regulations.
• Passing written/road tests.
• Taking driver education classes.
• Posting surety bonds with the state.
• Submitting to a criminal background check.
• Providing minimum levels of insurance on all vehicles you use.
• Specific forms of contract or records which you must keep.

Some states require you to have a separate office from your residence, even if you are engaged in behind-the-wheel driver training only, while other states permit a home-based driving school.

The key is finding out what your state allows, requires, or prohibits as you create your driving school.

2. Research your market

Your market is the number of potential students in your area. Find all you can about the demographics of your area–the number of high schools, the student populations at all levels in local schools and/or school systems, as well as the availability of driver education and driving instruction in those schools.

These factors will help you decide which towns/counties you will offer driving instruction in, as well as the kinds of instruction you offer. In states which make a significant public school commitment to driver’s ed, you may want to consider behind-the-wheel training only, as most states also require new teen drivers to have 40 or 50 hours of practice driving.

Your market also includes other driving schools and their services. You want to consider the established competition before you select the magic location. Taking a map and locating high schools and driving schools on it may help you find the perfect location.

Look at their prices and how busy they are–some may even be willing to speak with you. Their prices and business will give you at least a guide to what you’ll be able to charge.

3. Determine your marketing strategy

Figure out how you’re going to your marketing You will want to plan both your initial rollout to get the word out, as well as long-term marketing.

At the very least, you’ll want a website. People search for driving schools on the internet, and you want them to find you there. There are many winning strategies for marketing, and you’ll want to explore them all. DrivingSchool.Marketing can help you build your site and conduct internet marketing campaigns.

A Facebook presence in conjunction with your website is an excellent strategy. Your automated Facebook campaign will refer people to your website. At the website you include a “Call to Action” asking them to contact you to set up lessons.

Your vehicles are probably required by your state to carry your school’s name–but even if they aren’t, you should take advantage of the mobile exposure you can get from your cars being out on the road during the course of lessons.

Business cards are crucial in marketing. Leave them widely scattered in your area; some schools may let you leave them there. Car dealers and mechanics are places for traditional advertising, but your best bet is a strong website and Facebook “search engine optimized” campaign for your driving school.

Finally, most local papers will provide you with free advertising when you start–in the form of a press release. Make sure an article about your new school is in the local paper right around the time you open.

Many states will not allow you to market until you have your license–keep that restriction in mind if it applies to you. But you can certainly plan your campaign and get it ready to go.

4. Crunch Your Numbers

Once you know your market as well as your marketing plan, figure out how much it will cost to operate in all aspects of your business. You’ll have to look at a range of information to determine this.

• Your rent
• Leases on your vehicles
• Gas
• Insurances
• Utilities on the office
• Marketing costs
• Wages/salaries
• Payroll taxes

Some of these expenses, of course, will be based on informed guess work, while others–such as your rent–you will be able to determine for the first–and future years.

You will probably want to start with a cash reserve as you build your driving school business.

5. Price Your Services

Once you know what expenses you need to cover, you can determine what you need to charge. You researched what other nearby schools charge back when you were planning your school.

Play with a variety of income numbers to determine what you need to charge to cover your expenses, as well as what you can charge in your market. Ideally, you’ll be able to charge significantly more than your expenses and costs.

You may want to create a variety of plans and courses. You will know whether you can provide classroom driver’s education (or want to provide it) as well as what behind-the-wheel expectations your market has. Many schools provide 3, 6, and 12-lesson driving plans.

Think through whether you will offer pickup/dropoff services for your behind-the-wheel driving students, as well as permitting students to use your vehicles for their road test.

All these choices affect your driving school instructional burden–if you pickup/dropoff, you can’t provide instruction while you are going to your student’s home.

6. Create Your Business Plan and Budget

Once you’ve assembled all this information, you can create a business plan. A business plan is your blueprint or framework for your operations, and everything you do should link back to the plan in some way.

The business plan serves two purposes. First, it guides your actions. Second, it allows you to seek investment or financing if that’s the route you have chosen to take.

If the plan is for your own use, it may not to be fully formalized. You should still find a solid template for one, however, and make sure you have the information needed in each section. You will then be ready to get your business going.

If you are seeking loan or investment, a full, formal plan will probably be needed. Be guided by your advisory team, including your attorney and accountant, as you develop your formal business plan.

6. Develop Your Driving School Curriculum and Lesson Plans

At some point during your planning process, you will need to create a curriculum and lesson plans. These are necessary even if you are only offering behind-the-wheel driving instruction.

Many states have mandatory curriculums for classroom driver education, although instructors may approach topics in their own way. Part of your research will let you know what you are required to offer.

You may also be able to use professionally prepared courses. The AAA, for example, may offer courses you can use. Look around for resources which will help you get the job done.

Even if you’re offering behind-the-wheel training only, you should organize your lessons. States may indicate certain skills need to be worked on during driver training, but even when a state doesn’t require those skill, be guided by their road test. You want your students to pass, and being aware of what the state will ask the students to do is a good way to organize your lesson sequence.

Be aware that some states forbid providing lessons on the road test routes they use in your community. Find out what those routes are so you don’t get in trouble.

7. Get the Word Out!

Advertise your driving school. Follow through on your marketing plan. The greatest driving instructor will not get business if people don’t know you’re around, and it’s on you to let people know you are ready for them.

As we noted in the Marketing Plan section, you may not be able to advertise until you have your license. That’s fine–you’ll have everything ready to go. The website can go live on the day you get the license, and any other marketing plans should kick in on that day.

Visit people–gas stations, car dealers, schools (if allowed). You might want to give presentations to church youth groups as well as parents’ groups. Find ways to showcase your expertise.

Remember that you will not have many repeat customers–except for large families. Your best friend is good word-of-mouth buzz about your driving school as people tell their friends about the quality of your service.

Keep in touch with former clients, even if it’s just an annual email wishing them well (a Happy Birthday greeting, for example). Follow up to keep track of your students’ pass rates–if it’s great, brag about it. While you shouldn’t suggest that you guarantee passage, most states will let you mention the pass rate.

You will eventually find that people are reviewing your school on Facebook and Google. Great! Thank people for the good to great reviews, and make it sound personal. When you get negative reviews, respond also–but don’t argue. Ask them to call you to find out why they’re not happy–it may be a misunderstanding! If it’s not a misunderstanding, however, use that feedback to improve your school and driving instruction.

8. Driving School SEO is Your Friend

SEO–Search Engine Optimization–is your best way to make sure people are aware of you. SEO is simply the practice of including key words and phrases in your internet content, allowing Google to find your site and rank it highly.

We won’t give you an overwhelming course in SEO here–books have been written about it. But good, effective SEO will make sure that your website is found by people looking for driving schools in your area–and that your site will be at the top of the list.

One way to build your rankings is to keep a blog or resources page on your website. Update it monthly or so, and provide tips to new drivers, guides to what they can expect during their driving instruction, guides to parents while their teen is learning to drive, and so forth.

Submit new content to Google so it’s indexed–you’re telling Google the content is there. Google can’t rank you unless they know you exist.

SEO keywords are phrases–especially phrases your customers will use when they’re looking for driving instruction. Some driving school SEO keywords for your school (insert your town name for [town]:

• Driving school [town]
• Driver’s education in [town]
• Driving school near [town]
• Driving draining in [town]
• Teen driving instruction in [town]

You get the picture. Your school’s name can be a keyword in and of itself, but you’ll want more than just that for people to find you.

9. Promote Yourself

Don’t be afraid to ask your students for testimonials and reviews. When you know you’ve given successful instruction, asking your students for them will help bring you business.

Students can review you on Google and on Facebook–ask for both. Parents of teen students should also provide reviews, because if you’re done your job well in teaching teenagers to drive, the parents’ lives will be much easier–and everyone will be happy.

Respond to reviews, also. Responding shows you are paying attention. Remember that some people will never give a five-star rating, no matter what you do. Thank people for strong, positive reviews.

And, as noted previously, explore negative online reviews. Ask that they call you to find out what you could have done better. Be polite of course–saying something along the lines of “We’re so sorry about your experience with us. Please call us at ____ to help us become better” will do wonders. Sometimes, you’ll even find the bad rating was a mistake. In any case, take all the feedback you can get.

10. Set Up Your System for Success

You will need to organize your business for success. The time it takes will be on top of the time you spend providing instruction. Be aware that as the business owner, you don’t stop at 40 hours per week.

One advantage you have is the availability of many mornings–during the school year. You probably won’t be providing driving instruction for teens many mornings from August through mid/late Spring, and you can use that time to ensure that your business is running smoothly.

Make sure your records are always ready for state inspection, as most states reserve the right to inspect driving schools during normal business hours. Many states seem to think that your records should still be kept on paper, although you will find it easier to keep on computer. Doing both is of course the best solution, but you will need to print up fresh records daily in those states. Keep on top of it!

Your Successful Driving School

Successful driving schools–whether one-person operations or multi-million dollar schools with multiple branches–all become successful because their instructors provide excellent driver education and driving training and their owners were effective entrepreneurs. They make sure that their businesses were well-run and effectively marketed.

The joy of this business is that you know you make a difference. With highway accidents being a leading cause of death, especially among young people, your services can make the highways safer for everyone. It’s great to be able to make both a difference and a living–that’s what driving schools can do.

The following two tabs change content below.

• Bio
• Latest Posts

Josh Meah

Josh is the CEO of DrivingSchool.Marketing. His goal is to be the marketing and business development partner of driving schools around the world, helping them become thriving businesses while also expanding general awareness for the importance of traffic safety standards and education.

Latest posts by Josh Meah (see all)

• 7 Reasons Your Driving School Should Offer Lesson Packages (They Will Grow Your School) - April 24, 2018
• Yelp Burns Driving School Ad Budgets (Don’t Waste Your Money There) - April 10, 2018
• How To Protect Your Driving School From An Instructor Who Leaves To Compete With You - April 10, 2018