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日本最大の料理教室 ABCクッキングスタジオ成功の理由

静岡発!日本最大の料理教室 ABCクッキングスタジオ成功の理由
http://www.b-nest.jp/news/seminar/e76c141160d5ced96cf823a6a6706b34.html

静岡駅の中には、ガラス張りの料理教室があって女性達が楽しそうに料理をしています。
それを運営している会社が「ABC Cooking Studio」です。

12/17(金)に最初は静岡県藤枝市の小さなビルから始まった料理教室が、日本最大の料理教室になるまでを創業者の志村なるみさんと小川先生を交えたセミナーに行ってきました。そのメモ内容で、自分の意見は無いですね。

年間200億の売上、生徒数約24万人、講師数約3,500人、112のスタジオ。年間入会者数約7万人のうち多くが既存生徒のご紹介で入会と口コミ効果が大きい。料理教室という箱物ビジネスで、仕事終わりのOLが集まる17:00~20:00は利用率が高いが、それ以外の時間、特に午前中など空いてしまいもったいなかった、空いている時間はミセスの集客をすることで利用率を高めることが出来た。

・分野が違っても手の届く範囲に一流の人がいること
藤枝というサッカーが盛んなところで、藤枝東高校が全国一になってパレードをみたり友達が新聞記事の一面を飾ったりなど日本一が身近にあり、設立当初から日本一を目指すという目標を立てることが出来た。

解説:自分のレベルをあげるなら、一流の人と身近になること。一流の人というのは差別をしないので、知り合った方がよい。
メモ:少し違うけど、自分がモテたいと思うならモテル人と仲間になること、モテないグループにいたところで傷のなめあいになるだけだよね。

・企業理念「世界中の笑顔のあふれる食卓を!!」
設立の理念を25年経っても守っている。あくまでビギナーの人のみを対象としていて、上級を目指す方は専門学校にまかせるように割り切っている。

講師も生徒が選べるようにしている、講師といってもサービス業なので人気のない先生は淘汰される。そういうことを伝えて了承してもらって講師をお願いする。生徒の50%が先生で検索して予約する、残り50%が曜日や日時で検索して予約する。
従来の料理教室は講師が1人で大勢の生徒が囲むスタイルだが、ABCでは講師1人に対し生徒5人と少人数制で行っている。

解説:サービス業に徹した、サービスする人と受ける側の差が無い。
教える側と教わる側/企業と消費者 シキイをなくす、カベを取る。

・ガラス張りの教室にしたことによる効果
大宮のロフト店で初オープン、ロフト側も当初はキッチングッズを2倍にしたいという目的があった、ガラス張りにしたのは楽しさ・華やかさが伝わりやすいため。カフェと間違って来るお客様がよくいた、またガラス張りにしたことで、男性の人がよく覗いていた、何日も覗いている人がいると思ったら、実は不動産系の営業マンの方で物件も模索していたとのこと。

スクールの集客に繋がるメリットがあった一方、ガラス張りで嫌になる生徒さんもいて、どうしても嫌なら退会してもらった。
大宮のロフト店が好評となり、これを機に生徒さんが急増、今までスタジオの場所を頭を下げて依頼していたが、逆にお願いされるようになった。

・女性だけでうまくやっていくには?
女性のみだから日本一という目標を一致団結できた、男性がいると男性は浮気性なので他の事業に行きがちになったと思う。
女性だけでうまくやるには、「えこひいきをしないこと」。
採用には特にこだわっていて、同姓に好かれる女性、前向きで元気がよくて、過去にインターハイや生徒会長や受験をがんばった人など実績がある人を採用している。つまり、入口できびしく優秀な人だけをふるいにかけている。


小川 孔輔氏、志村なるみさん(ABC Cooking Studio) インタビュー
http://www.kosuke-ogawa.com/?eid=887#sequel

女性の起業家はチャーミングな人が成功すると言われていますが、その通りの人でした。また、志村さんはすごく運がいい人です。運がいいの一言で済ませてしまうのはどうかと思うけど、やはり成功する人は何かもっているんです。

投稿日時 : 2010年12月21日 1:35

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