Have you heard this before?\u201cThe course is great, but if only it were closer to us\u2026\u201d You\u2019re not alone. Parents say it more often than you\u2019d expect. And frankly, they have a point.<\/p>\n
In the busy world of family logistics, location<\/em> isn\u2019t just a detail \u2014 it\u2019s often a dealbreaker.<\/p>\n Let\u2019s set the scene. Mum\u2019s just finished work, Dad\u2019s juggling dinner and the dog, and little Charlie needs to be at his robot-building club<\/a> in 30 minutes \u2014 on the other side of town. You can guess how that story ends.<\/p>\n There\u2019s an unspoken rule in how people choose services \u2014 and it goes something like this: If it takes longer than 20 minutes to get there, it\u2019s probably not worth it.<\/em> Whether it\u2019s grabbing a coffee, getting a haircut, or taking your child to an after-school course, convenience drives commitment<\/strong>.<\/p>\n Urban researchers have studied this for years. According to the \u201cacceptable travel time\u201d concept<\/a>, most people in the US and Europe consider 15\u201320 minutes to be the sweet spot for getting to regular services. Go beyond that, and your attendance \u2014 and retention \u2014 starts to drop.<\/p>\n This idea is reinforced by the theory behind Marchetti\u2019s Constant<\/a>, which suggests that people are willing to spend about 60\u201380 minutes a day travelling, but prefer to keep single-purpose trips (like dropping kids off at courses) under 15\u201325 minutes. And the rise of the 15-minute city<\/a> movement proves that planners across the world are now designing cities where all essential services are within a 15-minute walk or bike ride.<\/p>\n So when parents say, \u201cWe\u2019d love to join, but it\u2019s just too far,\u201d<\/em> it\u2019s not just an excuse \u2014 it\u2019s a scientifically predictable behaviour.<\/p>\n \ud83e\udde0 Study #1 \u2013 Distance feels longer with children<\/strong> \ud83e\udde0 Study #2 \u2013 Parenthood changes travel behaviour<\/strong> If your course is smashing it in one spot, don\u2019t stop there. Setting up smaller branches in different neighbourhoods isn\u2019t just practical \u2014 it\u2019s smart. Parents love options that fit their routine like a puzzle piece.<\/p>\n \ud83c\udfaf Business Insight:<\/strong> The U.S. child care market was valued at $61.7 billion in 2023 and is expected to grow at a CAGR of 5.86%<\/strong> through 2030. Accessibility and proximity are a major driver of this growth. So go small, go many \u2014 and meet parents where they are.<\/p>\n Love the idea of growing but hate the thought of managing it all? Franchising could be your new best friend<\/a>.<\/p>\n By allowing others to run locations under your brand<\/a>, you get reach without the burnout<\/em>. Your brand grows, your influence spreads, and your overheads stay lean.<\/p>\n \ud83d\udcca Did you know?<\/strong> 92% of franchise businesses are still running after 2 years, and 85% after 5. That\u2019s higher than most start-ups. Sometimes, the best location… is already there<\/em>. Many schools welcome external providers for after-school activities<\/a>, and it\u2019s a win-win.<\/p>\n Kids stay in a familiar space, parents don\u2019t need to drive anywhere else, and you get access to a whole group of families, all in one place.<\/p>\n \ud83c\udfeb Study Insight \u2013 Parents Value Proximity (A Lot)<\/strong> So instead of building a space, borrow one. Schools can be your next growth partner.<\/p>\n Parents aren\u2019t lazy \u2014 they\u2019re overloaded. When your course is nearby, fits their routine, and saves them just one headache… you win. Want to grow your business? Be where your clients are \u2014 not where they have to fight traffic to get to.<\/p>\n\ud83d\udccd Why Distance Matters More Than Ever<\/h2>\n
The Golden Rule of 20 Minutes<\/h2>\n
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A study titled \u201cWhy Parents Drive Children to School: Implications for Safe Routes to School Programs\u201d<\/em> by Noreen C. McDonald and Annette E. Aalborg, published in the Journal of the American Planning Association<\/em>, found that nearly half of parents who drive their children less than 3.2 km (2 miles) to school do not allow them to walk unaccompanied<\/strong>.
The reason? Safety concerns. Even very short distances can be perceived as a barrier when it comes to children \u2014 especially in busy urban areas.
\ud83d\udc49 Read the study<\/a><\/p>\n<\/blockquote>\n\n
Another research paper in Transportation Research Part A<\/em> showed that after becoming parents<\/strong>, adults are significantly less likely to engage in active transport (like walking or cycling), especially when caring for young kids. Which means: If it\u2019s not nearby, it\u2019s a no-go.<\/em>
\ud83d\udc49 Source<\/a><\/p>\n<\/blockquote>\n1\ufe0f\u20e3 Go Local: Open Multiple Branches<\/strong><\/h2>\n
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\ud83d\udc49 Source<\/a><\/p>\n<\/blockquote>\n2\ufe0f\u20e3 Franchise It: Expand Without Doing It All Yourself<\/strong><\/h2>\n
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\ud83d\udc49 Source<\/a><\/p>\n<\/blockquote>\n3\ufe0f\u20e3 Team Up with Schools: The Smart Shortcut<\/strong><\/h2>\n
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A technical report titled \u201cWhat Schools Do Families Want (and Why)\u201d<\/em> by the Education Research Alliance for New Orleans found that parents often prioritise a school’s proximity to home just as much as its academic performance<\/strong>.
This underscores how powerful location is in shaping family decisions \u2014 not just for schools, but also for extracurricular activities.
\ud83d\udc49 Read the report<\/a><\/p>\n<\/blockquote>\n\ud83d\udc63 Final Thoughts: Convenience Is King<\/h2>\n