Girls' kindergarten franchise - 7 franchise sales in Kazakhstan
An unusual format: a kindergarten for girls only, entering a market where nobody had seen it. 1,345 leads at $1.26 and 7 franchise sales in Kazakhstan by selling the program, not the concept
A network of premium kindergartens for girls was entering Kazakhstan. The format did not exist on the local market, and parents read it as artificial or a marketing gimmick. The argument the network used at home, that single-sex education is better, did not land: the topic simply was not part of the local conversation
We stopped defending the concept and sold what the child gets: English with a native speaker, etiquette, music, culture. The positioning moved from 'single-sex education' to 'we raise young ladies': a premium education for a daughter as an investment in her future. Creatives showed the existing network as proof: 30 kindergartens opened in 2 years. The audience was women entrepreneurs and wives of business owners in Almaty and Astana, who are at once potential franchisees and potential parents
We will review your situation on numbers: current campaigns, cost-per-lead forecast, launch plan
Situation
Kids Franchise is a network of premium kindergartens for girls, expanding into Kazakhstan. The main difficulty: the format was new to the country. The audience did not understand the idea and did not trust it from the first touch
What we did
Positioning for local values. Not “single-sex education as a method” but “a premium kindergarten that raises your daughter as a young lady”. Family traditions and preparing a girl for her future are strong values in Kazakhstan, and the offer leaned on them
Proof from an existing network. Creatives showed that the format already works: 30 kindergartens opened in 2 years. Not “this could succeed” but “here are the locations that already run”
Targeting women entrepreneurs. In Almaty and Astana: lookalikes of followers of women’s business communities and of active women entrepreneur accounts. They are both potential investors and mothers of potential pupils
Numbers (June - September 2025)
- $1,700 ad budget
- 1,345 leads at $1.26
- 7 franchise sales at packages from $30,000
One franchise sale at $30,000 is more than 17 times the whole ad budget. This is revenue compared to ad spend, not profit
What to take from this
Adapt the argument, not just the language. A franchise entering a new country rarely sells with translated materials. Find what the local buyer values and attach the format to it
Prove with locations, not promises. For a franchise buyer, a working network is the strongest argument you have. Put it in the creative
Target the person who is both investor and customer. Here the franchisee profile and the parent profile overlapped, which made each lead more relevant
Story of the week, number of the week, one campaign setup taken apart and what to do before the season. Dubai, Phuket, Georgia
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