Tutoring the World with Sarah Capewell

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Essential resource for tutors and teachers aiming to scale into the international market.

  1. Oct 27

    032: The Tutoring Course That Sold Just One Place: Business Mistakes, Pricing and Lessons Learned

    What happens when you spend weeks creating the perfect tutoring course, only to sell one place? For Sarah Capewell, it was an uncomfortable but incredibly valuable business lesson. In this episode of Tutoring the World, Sarah opens her notebook of business mistakes and shares the experiences that have shaped the way she runs her international tutoring business today. From launching a creative writing course that nobody seemed to want, to completely rethinking how she prices her tutoring services, Sarah explains why some of her biggest disappointments have led to her most important business decisions. And she's refreshingly open about the emotional side of running a tutoring business, including that horrible feeling when you've poured your heart into something, promoted it everywhere and nobody buys. In this episode, you'll discover: Why Sarah's carefully planned creative writing course sold just one placeThe importance of asking families and education agents what they actually need before creating a new programmeHow to test a tutoring course or service before investing weeks of workWhy a failed launch doesn't necessarily mean you've got a bad ideaSarah's three-step approach to reviewing mistakes and improving her businessWhy charging by the hour can undervalue the work tutors doHow to price complete tutoring programmes, including preparation, resources, parent communication and exam supportThe benefits of six and twelve-month tutoring retainersHow fixed lesson slots and advance planning can create a more sustainable tutoring businessWhy learning from mistakes is essential for long-term business growthStop selling tutoring hours. Start thinking about the whole programme. Sarah shares how she moved away from hourly billing and unpredictable lesson schedules towards structured tutoring programmes that give families clarity and help her plan her income months in advance. She also offers a practical exercise for tutors: take one of your current students and write down everything you do for that family outside the actual lesson. You might be surprised by how much valuable work you're giving away. But perhaps the most powerful message in this episode is about having the courage to try something new. When a course doesn't sell or a business idea falls flat, it's easy to feel embarrassed, disappointed or reluctant to try again. Sarah's response is simple: What if they do? What if the next idea works? What if it's exactly what your families need? What if it changes the way your business looks next year? Whether you're an established private tutor, an online tutoring business owner or a teacher looking to build a more profitable international tutoring business, this episode is packed with practical lessons, honest experiences and encouragement to keep experimenting. Because sometimes the ideas that don't work teach us the most. Produced and edited by Mike Roberts at Making Digital Real.

  2. Oct 25

    031: The Gulf Tutoring Market: What International Families Really Want from UK Tutors

    Could the Gulf be one of the biggest untapped opportunities for UK tutors looking to grow their international tutoring business? In this episode of Tutoring the World, Sarah Capewell takes us inside the rapidly growing international tutoring market in Saudi Arabia and the wider Gulf region, sharing what she's discovered from working directly with families, students and schools. After three years of supporting families in the Gulf, Sarah has seen demand for British education and GCSE tutoring increase significantly. But what do these families actually want from a private tutor, and where are their children's schools falling short? To find out, Sarah surveyed 15 families in Saudi Arabia about their experiences of education. Every family expressed dissatisfaction with their current school provision. From inconsistent teaching and poor communication to concerns about GCSE exam preparation and delayed feedback, their responses revealed opportunities for experienced UK tutors who can provide reliable, personalised educational support. In this episode, you'll discover: Why demand for British tutors is growing among the Gulf families Sarah works withWhat 15 Saudi Arabian families revealed about their children's educationWhy GCSE tutoring and exam preparation are particularly sought afterHow to build trust with international parents through consistent communicationThe importance of understanding different cultural expectationsWhy tutoring families in China requires a different approach from tutoring families in Saudi ArabiaHow six and twelve-month tutoring programmes create stability for families and tutorsWhy working alongside international schools can improve the experience for students and parentsHow to position yourself as a trusted tutor in the international education marketOne of Sarah's biggest lessons? International families are not one market. What works for a family in Riyadh might not work for a family in Shanghai. Understanding your audience, their expectations and the challenges they face is essential before developing your tutoring services. Sarah also explores how collaboration between tutors and schools can create better educational experiences, improve communication and give parents greater confidence in their child's progress. Whether you're an established private tutor, GCSE specialist or education professional considering international tutoring, this episode offers practical insights into the opportunities and challenges of working with families in the Gulf. Ready to explore the international tutoring market?  Discover what families really value and how you can build a tutoring business that meets their needs. Produced and edited by Mike Roberts at Making Digital Real.

  3. Oct 23

    030: Tutoring the World Is Back! Building a Profitable International Tutoring Business

    Tutoring the World is back! And a lot has changed since Sarah Capewell last picked up the microphone. After more than a year away from the podcast, Sarah returns with fresh insights, new opportunities and a very different approach to running her international tutoring business. From expanding into the Gulf education market to building a business around just 13 teaching hours a week, Sarah shares what's changed, what's working and why she's more passionate than ever about helping established tutors build profitable, sustainable businesses. In this relaunch episode, Sarah takes you behind the scenes of her tutoring business, explaining how she's moved away from hourly billing towards six and twelve-month retainers, created predictable income and developed systems that allow her to work with international families without sacrificing her freedom. She also shares how an unexpected decision about time zones led her into the Chinese tutoring market, why demand for British education is growing among the Gulf families she works with, and how she's helped more than 50 tutors develop their businesses since 2023. In this episode, you'll discover: Why Sarah decided to bring Tutoring the World backHow she built an international tutoring business around just 13 teaching hours per weekThe benefits of six and twelve-month tutoring retainersWhy charging by the hour could be limiting your incomeHow to manage international clients, lesson schedules and exam preparationThe growing opportunities for British tutors working with families in the GulfWhy working with education agents can open doors to international clientsHow to move from being a busy tutor to running a more sustainable, profitable businessThis isn't about finding your first tutoring student. It's about what happens when you're already busy and ready for the next stage. Whether you're an established private tutor, an experienced teacher exploring international tutoring opportunities or a tutoring business owner looking to work smarter, this episode offers practical insights from someone who's built the business herself. Welcome back to Tutoring the World with Sarah Capewell. Produced and edited by Mike Roberts at Making Digital Real.

  4. 07/06/2025

    029: The Power of Two: Building a Global Tutoring Brand

    In this episode, I’m joined by Lauren and Rachel, the powerhouse duo behind LARA Tuition, to talk about how they’ve built a thriving international tutoring business by combining their strengths and staying true to their values. We dive into their journey, lessons learned, and what it really takes to grow a global brand in today’s education market.

  5. 05/27/2025

    028: From Connection to Conversion: Building Better Agent Relationships

    In this insightful episode of Tutoring the World, we’re joined by two powerhouse professionals in the international education space—Susan Fang, founder of UK Guardianship, and Sarah Kershaw, director of The September Consultancy. We dive into the critical role of building strong, trust-based relationships with education agents, and how those connections can lead to better student outcomes and business growth. From communication pitfalls to aligning expectations, Susan and Sarah share their first-hand experience of what makes agent relationships work—and where things can go wrong. Expect practical tips on: Establishing and maintaining meaningful agent partnershipsNavigating cultural expectations and communication stylesTurning initial conversations into long-term collaborationWhat agents really look for in a tutor or consultancy serviceWhether you’re new to the international education space or ready to grow your agency network, this episode will help you strengthen your approach to agent engagement—from first contact to successful conversion. 🎧 Listen in and learn how to foster agent relationships that are built to last.   To find out more about Susan visit: https://www.linkedin.com/in/susanfang-ukeducationchina/?originalSubdomain=uk   To find out more about Sarah Kershaw visit: https://www.linkedin.com/in/sarahkershawmarketing/

  6. 04/24/2025

    027: How European Families Can Navigate UK Boarding Schools

    In this episode of Tutoring the World, we're joined by Pascaline Thompson, a seasoned educational consultant with over a decade of experience in the UK's independent education sector. A postgraduate of UCL London and fluent in English, French, and Spanish, Pascaline has been instrumental in guiding expatriate families from France, Spain, and Belgium through the intricacies of the UK's private schooling system. ​ Pascaline shares her journey as a trusted advisor for families seeking the best educational opportunities for their children. As a mother of three teenagers educated in the independent sector, she offers a unique perspective on the challenges parents face when choosing the right school.​ We delve into her insights on the balance of academic excellence, sports, and pastoral care in UK independent schools, and her passion for helping families find the perfect educational match.  Whether you're a parent exploring schooling options or an educator interested in international education consultancy, this episode offers valuable insights into the UK's private education landscape.​ Connect with Pascaline on Instagram: @pascalinethompson​ Learn more about her services: pascalinethompson.com​ Tune in to gain a deeper understanding of navigating the UK's independent education system.   Find out more about Aster Academy: https://www.aster.academy/​

  7. 03/25/2025

    026: Journey From Burnout To Empowerment

    In this inspiring episode of Tutoring The World, we dive deep into Lucy Spencer's transformative journey from a disillusioned classroom teacher to the founder of Proper Education Boutique, a pioneering tutoring company working with ultra-high-net-worth families and international clients. Lucy shares her raw and honest story of transitioning from traditional education to creating a flexible, personalised tutoring approach. She reveals how she went from charging £15 per hour to building a successful business that was eventually acquired by the E-Teach group, all while maintaining her core mission of empowering students. Key Highlights: The realities of leaving classroom teaching and starting a tutoring business Insights into working with ultra-high-net-worth families and family offices The importance of global citizenship and holistic education Practical advice for entrepreneurs on business growth and mindset Listeners will be inspired by Lucy's core philosophy of trial and error, self-awareness, and continuous questioning. Whether you're an educator, tutor, or aspiring entrepreneur, this episode offers valuable insights into creating a meaningful educational business that goes beyond traditional boundaries.   To find out more about Aster Academy visit: https://www.aster.academy/ To find out more about Lucy Spencer visit: https://www.linkedin.com/in/privatetutor/

  8. 02/17/2025

    025 - How To Attract High Paying Clients And Educational Agents

    In this episode we look at the importance of social proof, and my top tips for pricing, marketing and story-telling. We'll look at how charging more, is actually the best way to get new clients.    Get your free guide: How to attract high paying clients end educational agents.  https://www.aster.academy/premium-tutors-guide-page

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Essential resource for tutors and teachers aiming to scale into the international market.

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