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Written by: Carolyn Young
Carolyn Young is a business writer who focuses on entrepreneurial concepts and the business formation. She has over 25 years of experience in business roles, and has authored several entrepreneurship textbooks.
Edited by: David Lepeska
David has been writing and learning about business, finance and globalization for a quarter-century, starting with a small New York consulting firm in the 1990s.
Published on May 8, 2023
Investment range
$2,800 - $17,600
Revenue potential
$57,600 - $192,000 p.a.
Time to build
3-6 months
Profit potential
$40,320 - $76,800 p.a.
Industry trend
Growing
Commitment
Full-time
Important elements to think about when starting your driving school:
Trends
Challenges
Startup costs for a driving school range from $3,000 to $18,000. On the low end costs include classroom space rental and furnishings. The high end includes a down payment on a car outfitted with dual controls, and car insurance, which will be expensive.
You’ll have to decide if you want to incur the extra upfront costs to be able to offer on the road instruction.
Costs also include a driving instructor certification and certification for your school.
You’ll need a handful of items to successfully launch your driving school business, including:
| Start-up Costs | Ballpark Range | Average |
|---|---|---|
| Setting up a business name and corporation | $100 - $500 | $300 |
| Business licenses and permits | $100 - $300 | $200 |
| Insurance | $200 - $2,000 | $1,100 |
| Website | $500 - $1,000 | $750 |
| Classroom space rental and furnishings | $1,500 - $3,000 | $2,250 |
| Car with dual controls - down payment | $0 - $10,000 | $5,000 |
| Sales and marketing budget | $200 - $500 | $350 |
| Driving instructors license and school certification | $200 - $300 | $250 |
| Total | $2,800 - $17,600 | $10,200 |
You’ll likely charge about $100 per student for a 6 week in classroom course. On the road instruction is about $50 per session and generally 14 sessions are offered. This would give you per student revenue of $800. Your profit margin after fuel and insurance should be about 70% if you are working on your own.
In your first year or two, you might have 12 students every two months, bringing in $57,600 in revenue. This would mean $40,320 in profit, assuming that 70% margin.
As you gain traction, you might expand, hire staff, and have 40 students every two months. Costs of the staff and extra space would reduce your profit margin to about 40%. With annual revenue of $192,000, you’d make a tidy profit of $76,800.
There are a few barriers to entry for a driving school. Your biggest challenges will be:
Now that you know what’s involved in starting a driving school, it’s a good idea to hone your concept in preparation to enter a competitive market.
Market research could give you the upper hand even if you’ve got the perfect product. Conducting robust market research is crucial, as it will help you better understand your customers, your competitors, and the broader business landscape.
Research driving schools in your area to examine their services, price points, and customer reviews.
This should identify areas where you can strengthen your business and gain a competitive edge to make better business decisions.
You’re looking for a market gap to fill. For instance, maybe the local market is missing a driving school that offers defensive driving classes.
You might consider targeting a niche, such as new driver training.
This could jumpstart your word-of-mouth marketing and attract clients right away.
You could offer new driver training, court ordered driver’s education, or defensive driving classes. You can offer classroom only education, or on the road instruction, which would bring in significantly more revenue.
Your prices should be based on market prices in your area, but also on your costs.
Once you know your costs, use our profit margin calculator to determine your mark-up and final price points. Remember, the prices you use at launch should be subject to change if warranted by the market.
Your target audience will primarily be the parents of new drivers, who you can target on Facebook. You could also form partnerships with schools.
You’ll need to rent out a classroom space. You can find commercial space to rent in your area on sites such as Craigslist, Crexi, and Instant Offices.
When choosing a commercial space, you may want to follow these rules of thumb:
Here are some ideas for brainstorming your business name:
Once you’ve got a list of potential names, visit the website of the US Patent and Trademark Office to make sure they are available for registration and check the availability of related domain names using our Domain Name Search tool. Using “.com” or “.org” sharply increases credibility, so it’s best to focus on these.
Finally, make your choice among the names that pass this screening and go ahead and reserve your business name with your state, start the trademark registration process, and complete your domain registration and social media account creation.
Your business name is one of the key differentiators that sets your business apart. Once you pick a name, reserve it and start with the branding, it’s hard to switch to a new name. So be sure to carefully consider your choice before moving forward.
Here are the key components of a business plan:
If you’ve never created a business plan, it can be an intimidating task. You might consider hiring a business plan specialist to create a top-notch business plan for you.
Registering your business is an absolutely crucial step — it’s the prerequisite to paying taxes, raising capital, opening a bank account, and other guideposts on the road to getting a business up and running.
Plus, registration is exciting because it makes the entire process official. Once it’s complete, you’ll have your own business!
Your business location is important because it can affect taxes, legal requirements, and revenue. Most people will register their business in the state where they live, but if you are planning to expand, you might consider looking elsewhere, as some states could offer real advantages when it comes to driving schools.
If you’re willing to move, you could really maximize your business! Keep in mind, it’s relatively easy to transfer your business to another state.
Business entities come in several varieties, each with its pros and cons. The legal structure you choose for your driving school will shape your taxes, personal liability, and business registration requirements, so choose wisely.
Here are the main options:
We recommend that new business owners choose LLC as it offers liability protection and pass-through taxation while being simpler to form than a corporation. You can form an LLC in as little as five minutes using an online LLC formation service. They will check that your business name is available before filing, submit your articles of organization, and answer any questions you might have.
Choose Your State
The final step before you’re able to pay taxes is getting an Employer Identification Number, or EIN. You can file for your EIN online or by mail or fax: visit the IRS website to learn more. Keep in mind, if you’ve chosen to be a sole proprietorship you can simply use your social security number as your EIN.
Once you have your EIN, you’ll need to choose your tax year. Financially speaking, your business will operate in a calendar year (January–December) or a fiscal year, a 12-month period that can start in any month. This will determine your tax cycle, while your business structure will determine which taxes you’ll pay.
The IRS website also offers a tax-payers checklist, and taxes can be filed online.
It is important to consult an accountant or other professional to help you with your taxes to ensure you are completing them correctly.
Securing financing is your next step and there are plenty of ways to raise capital:
Bank and SBA loans are probably the best option, other than friends and family, for funding a driving school business.
Starting a driving school business requires obtaining a number of licenses and permits from local, state, and federal governments.
You’ll need to check what certifications and licenses are required for driving schools in your state.
Federal regulations, licenses, and permits associated with starting your business include doing business as (DBA), health licenses and permits from the Occupational Safety and Health Administration (OSHA), trademarks, copyrights, patents, and other intellectual properties, as well as industry-specific licenses and permits.
You may also need state-level and local county or city-based licenses and permits. The license requirements and how to obtain them vary, so check the websites of your state, city, and county governments or contact the appropriate person to learn more.
You could also check this SBA guide for your state’s requirements, but we recommend using MyCorporation’s Business License Compliance Package. They will research the exact forms you need for your business and state and provide them to ensure you’re fully compliant.
This is not a step to be taken lightly, as failing to comply with legal requirements can result in hefty penalties.
If you feel overwhelmed by this step or don’t know how to begin, it might be a good idea to hire a professional to help you check all the legal boxes.
Before you start making money, you’ll need a place to keep it, and that requires opening a bank account.
Keeping your business finances separate from your personal account makes it easy to file taxes and track your company’s income, so it’s worth doing even if you’re running your driving school business as a sole proprietorship. Opening a business bank account is quite simple, and similar to opening a personal one. Most major banks offer accounts tailored for businesses — just inquire at your preferred bank to learn about their rates and features.
Banks vary in terms of offerings, so it’s a good idea to examine your options and select the best plan for you. Once you choose your bank, bring in your EIN (or Social Security Number if you decide on a sole proprietorship), articles of incorporation, and other legal documents and open your new account.
Business insurance is an area that often gets overlooked yet it can be vital to your success as an entrepreneur. Insurance protects you from unexpected events that can have a devastating impact on your business.
Here are some types of insurance to consider:
As opening day nears, prepare for launch by reviewing and improving some key elements of your business.
Being an entrepreneur often means wearing many hats, from marketing to sales to accounting, which can be overwhelming. Fortunately, many websites and digital tools are available to help simplify many business tasks.
You may want to use industry-specific software, such as DriveScout, or DrivingSchoolSoftware, to manage your classes, schedule, and student information.
Website development is crucial because your site is your online presence and needs to convince prospective clients of your expertise and professionalism. You can create your own website using services like WordPress, Wix, or Squarespace. This route is very affordable, but figuring out how to build a website can be time-consuming. If you lack tech-savvy, you can hire a web designer or developer to create a custom website for your business.
Your customers are unlikely to find your website, however, unless you follow Search Engine Optimization (SEO) practices. SEO will help your website appear closer to the top in relevant search results, a crucial element for increasing sales.
Make sure that you optimize calls to action on your website. Experiment with text, color, size, and position of calls to action such as “Enroll Now”. This can sharply increase purchases.
Here are some powerful marketing strategies for your future business:
Unique selling propositions, or USPs, are the characteristics of a product or service that sets it apart from the competition. Customers today are inundated with buying options, so you’ll have a real advantage if they are able to quickly grasp how your driving school meets their needs or wishes. It’s wise to do all you can to ensure your USPs stand out on your website and in your marketing and promotional materials, stimulating buyer desire.
Global pizza chain Domino’s is renowned for its USP: “Hot pizza in 30 minutes or less, guaranteed.” Signature USPs for your driving school business could be:
You may not like to network or use personal connections for business gain. But your personal and professional networks likely offer considerable untapped business potential. Maybe that Facebook friend you met in college is now running a driving school business, or a LinkedIn contact of yours is connected to dozens of potential clients. Maybe your cousin or neighbor has been working in driving schools for years and can offer invaluable insight and industry connections.
The possibilities are endless, so it’s a good idea to review your personal and professional networks and reach out to those with possible links to or interest in driving schools. You’ll probably generate new customers or find companies with which you could establish a partnership.
If you’re starting out small from a home office, you may not need any employees. But as your business grows, you will likely need workers to fill various roles. Potential positions for a driving school business include:
At some point, you may need to hire all of these positions or simply a few, depending on the size and needs of your business. You might also hire multiple workers for a single role or a single worker for multiple roles, again depending on need.
Free-of-charge methods to recruit employees include posting ads on popular platforms such as LinkedIn, Facebook, or Jobs.com. You might also consider a premium recruitment option, such as advertising on Indeed, Glassdoor, or ZipRecruiter. Further, if you have the resources, you could consider hiring a recruitment agency to help you find talent.
Driving schools provide a critical service, so by starting your own driving school, you’d be adding value to your community. You can also make a nice living in a billion-dollar industry. It doesn’t take much to get started, even if you’re going to purchase a car for on the road lessons.
Now that you understand the business, you’re ready to hit the road to driving school success!
Yes, a driving school can be a profitable business. The profitability of a driving school largely depends on factors such as the demand for driving lessons in the area, the quality of instruction provided, the reputation of the driving school, and effective marketing strategies.
The growth potential of a driving school can be promising. As long as there is a consistent demand for driver’s education, a driving school can expand its reach by increasing the number of instructors and vehicles, offering additional courses or specialized training, and expanding into new locations.
A driving school is a service-based business that provides driver’s education and training to individuals who are learning to drive or seeking to improve their driving skills. It involves providing classroom instruction, practical driving lessons, and often assistance with preparing for driver’s license tests.
Starting a driving school on the side is possible, but it may require careful planning and time management. Establishing a driving school involves obtaining the necessary licenses, certifications, and insurance, as well as securing suitable vehicles and qualified instructors.
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