Over the past week, a lot of my time has been spent working behind the scenes on the foundations of the Clara James Tutoring franchise.

Instead, it’s been a week of thinking, note-taking, refining ideas, and asking one very important question over and over again:

How do we build something that genuinely helps tutors (and genuinely helps families) rather than just looking good on paper?

Thoughtful marketing, not noisy marketing

A big focus this week has been on creating a marketing support system for future franchisees.

One part of that has been developing 52 weekly post ideas — not generic social media prompts, but ideas that tutors can use to:

• reassure parents

• share helpful insights

• build trust and confidence

• show the human side of tutoring

The intention isn’t for tutors to feel like they have to “sell” themselves every week. Instead, it’s about helping them show up consistently, in a way that feels authentic and supportive rather than forced or salesy.

Alongside this, I’ve also been working through ideas for printed marketing, particularly leaflets and really thinking about why most leaflets end up in the bin.

So many leaflets:

• look pretty

• list prices

• share a phone number

• and offer very little real value

The idea we’re exploring for Clara James tutors is different.

Yes, one side of the leaflet would include tutor details. But the other side would offer something genuinely helpful, for example:

• revision tips

• ideas to support learning at home

• reassurance for parents who are worried their child is struggling

The aim is for these to be the kind of leaflets parents might:

• pin to the fridge

• keep in a drawer

• pass on to a friend

Something useful, not disposable.

Thinking carefully about franchise support

Yesterday, I also started mapping out the support structure for franchisees.

Again, this isn’t about overwhelming anyone with detail at this stage — it’s about being intentional.

The current thinking is that, during the early months of joining the franchise, tutors would receive:

• regular one-to-one support calls

• access to ongoing group sessions

The group sessions would alternate between:

• supportive Q&A and shared problem-solving

• collaborative brainstorming sessions where tutors can contribute ideas for resources and activities

The important thing here is balance.

I want franchisees to feel supported, listened to, and involved, while also making sure there’s clear structure, quality control, and consistency across the brand. These sessions are about collaboration and idea-sharing, not about handing over the reins entirely.

All of this is still being shaped, refined, and thought through. And that’s very deliberate.

Looking ahead

Slowly but surely, the pieces are coming together.

There’s still plenty to do, but we’re very much on schedule to have the franchise ready to offer before the end of the year — and that feels exciting, if a little surreal.

Alongside the franchise planning, I’m also exploring the idea of creating a separate membership-style programme for those who are thinking about becoming tutors but aren’t ready for a franchise.

This would likely be a 12-month programme with:

• structured modules to work through at your own pace

• optional monthly support calls or drop-in sessions

• a safe space to build confidence, ask questions, and figure out whether tutoring is the right path

Nothing is set in stone yet — it’s very much in the “thinking out loud” stage — but it feels like a natural stepping stone for people who want guidance without commitment to a full franchise.

One step at a time

Building something meaningful takes time.

This week hasn’t been about rushing ahead — it’s been about laying foundations properly, so that when the franchise does open its doors, it’s built on:

• care

• clarity

• support

• sand real value

I have to remind myself that low progress is still progress! But right now, that feels realistically like the right pace.