{"id":2710,"date":"2010-06-04T08:35:09","date_gmt":"2010-06-04T08:35:09","guid":{"rendered":"https:\/\/www.diaryofanadi.co.uk\/?p=2710"},"modified":"2010-06-04T08:35:09","modified_gmt":"2010-06-04T08:35:09","slug":"a-new-low-1-lesson","status":"publish","type":"post","link":"https:\/\/diaryofanadi.co.uk\/?p=2710","title":{"rendered":"A New Low? \u00a31 lesson!"},"content":{"rendered":"<p>On one of my Google Ads I noticed someone offering the first lesson for \u00a31!<\/p>\n<p>Admittedly, it was an introductory offer, and after that normal prices were \u00a320 an hour (or \u00a318 an hour if booked in blocks of 10 hours) &#8211; but this was in an area which is one of the most affluent in the country, and where the national schools charge \u00a325 an hour!<\/p>\n<p>It&#8217;s worth just emphasising this point, because ADIs are more than happy to make up any weird and wonderful story to explain why they don&#8217;t have any work, and yet conveniently miss the truth. So&#8230;<\/p>\n<p><strong>An independent school operating in an area which can easily command \u00a325 an hour, and which is in\u00a0the most populous part of the country, is offering the first lesson for \u00a31 and hourly rates of between \u00a318-20 thereafter.<\/strong><\/p>\n<p>I won&#8217;t suggest that all the reasons ADIs cut their prices are like this one, but a lot of them are: they are cutting prices unnecessarily, then trying to blame it on certain national training establishments (one of them in particular tends to be their preferred flavour), the DSA (for not capping the register), other ADIs (who have cut prices more than <em>they<\/em> did), and so on.<\/p>\n<p>It&#8217;s the same round this way. You can easily charge \u00a324 or \u00a325 an hour, and yet people are charging under \u00a320 in the mistaken and desperate\u00a0belief they will steal all the business from the big schools and become millionaires!<\/p>\n<p>Not long after I posted this, I saw another Google Ad advertising &#8220;5 for \u00a355, and \u00a315 an hour after that&#8221;. When I looked at the website, it said that \u00a315 is a &#8220;limited time offer&#8221; &#8211; it didn&#8217;t say how long the offer is limited to, but what it did do was say:<\/p>\n<blockquote><p>Compare our standard hourly rate with other driving schools in your area.<\/p>\n<ul>\n<li>Us &#8211; \u00a318.95<\/li>\n<li>AA &#8211; \u00a326.00<\/li>\n<li>BSM &#8211; \u00a325.25<\/li>\n<li>Acclaim &#8211; \u00a322.00<\/li>\n<li>Red &#8211; \u00a321.00<\/li>\n<li>?????? &#8211; \u00a320<\/li>\n<li>Bill Plant &#8211; \u00a320.95<\/li>\n<\/ul>\n<\/blockquote>\n<p>I couldn&#8217;t see who that second to last one was &#8211; some of the graphics are very messy &#8211; but the point is that in an area where the going rate is \u00a325-26 an hour, this outfit is charging \u00a318.95 as standard (and \u00a315 for a &#8220;limited time&#8221;). Even normally, with block bookings they are charging \u00a317 an hour.<\/p>\n<p>This is suicidal. These people can&#8217;t possibly have considered how much it costs to run the car, and what hourly wage it puts the ADI on. They&#8217;d be better off serving orders at McDonalds.<\/p>\n<p>It all comes down to desperation due to not understanding business.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>On one of my Google Ads I noticed someone offering the first lesson for \u00a31! Admittedly, it was an introductory offer, and after that normal prices were \u00a320 an hour (or \u00a318 an hour if booked in blocks of 10 hours) &#8211; but this was in an area which is one of the most affluent [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[80],"tags":[],"class_list":["post-2710","post","type-post","status-publish","format-standard","hentry","category-adi-related"],"aioseo_notices":[],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/diaryofanadi.co.uk\/index.php?rest_route=\/wp\/v2\/posts\/2710","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/diaryofanadi.co.uk\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/diaryofanadi.co.uk\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/diaryofanadi.co.uk\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/diaryofanadi.co.uk\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2710"}],"version-history":[{"count":0,"href":"https:\/\/diaryofanadi.co.uk\/index.php?rest_route=\/wp\/v2\/posts\/2710\/revisions"}],"wp:attachment":[{"href":"https:\/\/diaryofanadi.co.uk\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2710"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/diaryofanadi.co.uk\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2710"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/diaryofanadi.co.uk\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2710"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}