Strategy
Strategy, voice and who we are writing to
The positioning below is chosen for one reason: it is the only claim in this category that a competitor cannot match by writing a better sentence. Screening tutors costs money. Promising quality does not.
Positioning
Vetted tutors. Your province's curriculum. Your family's language.
For Canadian families whose children learn in English or in French, EducateED Canada is the tutoring platform where every tutor is checked before they are listed, matched to the curriculum your child is actually graded on, and available in the language your child learns in. Unlike open tutor directories, we publish no profile we have not verified, and we do not treat French as a translation of English.
Messaging house
The tutor is checked before your child meets them.
Vetted, not listed
Five checks before a profile goes live.
ID, credentials, subject assessment, mock session, two references. We publish the pass rate.
You are not screening strangers on a Saturday night.
Two languages, one standard
The French side is not a translated version of the English one.
French-language tutors, French-language support, French-language session notes, and a site built for Quebec's language rules.
Your child works in the language they are graded in.
Matched to the report card
Tutoring aimed at the curriculum your province actually tests.
Ontario, Quebec, Alberta, British Columbia and Atlantic streams each map to their own outcomes and assessments.
Practice that shows up on the next report card.
You can see it working
A written note after every session, in your language.
What was covered, what went well, what to practise, and the next session's goal. Parents get it within an hour.
No wondering what happened in that hour.
Voice
Four rules
Four rules. Every line in this system passes all four before it ships.
Say the specific thing
Parents are comparing five tabs. The specific line is the one they remember.
Before
We help your child reach their full potential.
After
Grade 9 math, twice a week, with the same tutor until June.
Lead with the check, not the promise
The product's real advantage is the screening. Promises are free; screening is not.
Before
Trusted tutors you can count on.
After
We turn down most tutors who apply. Here is the checklist they fail.
Write to one parent, not to a market
"Families across Canada" is nobody. One parent at 9pm is somebody.
Before
Empowering families across Canada with quality education.
After
The report card came home Thursday. You have until March to move that grade.
No fear, no guilt
Guilt converts once and churns fast. It also reads badly to a school board partner.
Before
Don't let your child fall behind.
After
Most kids need help with one thing, not everything. Start with the one thing.
Words that do not ship
unlock potential · empower · seamless · world-class · revolutionary · 1-on-1 rockstar tutors · guaranteed grades
Audiences
Who we are writing to
| Who | Situation | Trigger | Objection and answer | Channels | |
|---|---|---|---|---|---|
| Demand | Anglophone parent, Ontario / Alberta / BC | Two kids, grade 5 and grade 9. Works full time. Found out about the math problem at the November report card, not before. | Report card, a failed test, a teacher's note in the agenda. | How do I know this person is safe and any good? The vetting page, with the pass rate and the exact checklist. | Google search, Facebook parent groups, Instagram, email |
| Demand | Francophone parent, Quebec | Secondary 3 student, first bulletin in November, ministry exams in June. Searches in French and expects to be served in French. | First bulletin, then the March bulletin, then June exams. | Is this an English service with a French page bolted on? French-first pages, French tutors listed first, support in French, session notes in French. | Google search in French, Facebook groups for Quebec parents, school newsletters, email |
| Demand | French-language and immersion parent outside Quebec | Child at a French-language school board or in immersion in Ontario, New Brunswick or Alberta. Cannot find a tutor who works in French locally. | Written French work coming home marked, an immersion placement decision. | Will the tutor know the French-language board curriculum, not just French? Tutors are tagged by board type and by province, not only by language. | Facebook groups, community associations, search, email |
| Supply | Tutor: certified teacher or senior university student | Wants steady evening hours, clear pay, and no unpaid admin. Has been burned by platforms that take a large cut. | September, and again in January. | How much do I actually keep, and how fast do I get students? Published rate, published cut, published time to first match. | LinkedIn, university job boards, Reddit, referral from other tutors |
Constraints
Four Canadian rules
Four rules decide what this plan can and cannot do. They are Canadian and they are not optional.
Charter of the French Language (Quebec)
A business serving Quebec consumers must make the French version of its commercial communications available on terms at least as favourable as any other language. That covers the website, the ads, the emails and the contracts.
French is never a subset. Every asset in this system exists in both languages before it ships, and paid campaigns aimed at Quebec run in French. Confirm the detail with counsel; this is a planning constraint, not legal advice.
CASL, Canada's anti-spam law
Commercial email needs express or valid implied consent, a clear sender identity, and a working unsubscribe in every message. Consent has to be recorded and provable.
No purchased lists, no pre-checked boxes. The waitlist form is the consent record, and the sequences in this system are built on it.
Quebec's Law 25 on personal information
Stricter consent and transparency for personal data, and the account holder here is often a minor's parent.
Retargeting audiences are built from first-party consented data only. No pixel-based audiences of parents built from third-party data.
Advertising to minors in Quebec
Quebec's Consumer Protection Act restricts commercial advertising directed at children under 13.
Every parent-facing asset is written to the parent. TikTok creative speaks to the parent and to students 13+, never to a child.