How To Start A Driving School

 

Do you have the patience of a saint? And nerves of steel? Have you got what it takes to become one of the country’s most required roles and start your own driving school? 

1: Pros and Cons
2: Qualifications
4. Choose your business structure and registering your business
5: How much can I earn? And startup costs
6: Create your business plan
7: Research
8. Marketing and Branding
9. Red tape
10. Conclusion

Teaching someone to drive is not just guiding them through another of life’s tests, you will be changing their lives.  A driving licence opens up new prospects and greater independence. Not only for them but their families, friends and employers. 

Join over 38,000 driving instructors teaching the nation how to drive and yourself on the road to success!

Becoming a driving instructor isn´t plain sailing but it is hugely rewarding and in great demand. Many of the country’s 400 driving test centres have very long waiting times, with around 4,000 new 17 year olds, potentially wanting to start their driving lessons every single day! If you can communicate well with your pupils and put them at ease you are never going to be out of a job. 

 

• Potential Annual Revenue: £25-45,000
• Startup Cost: £1,500-£3,000 for training.
• Time To Revenue: 4-6+ months 
• Annual Market Growth Rate:  %
• Best for: Patient, hard working, calm entrepreneurs with great communication skills!
  

 

 

Before you fasten your seatbelt, here are some pros and cons to keep in mind:

5 Great Reasons to Start a Driving School

• Job Satisfaction: Helping individuals learn a valuable life skill can be very rewarding. Seeing your students progress and eventually become competent drivers can be highly rewarding. 
• Flexible Hours: Many driving instructors have the flexibility to set their own schedules. The majority of instructors work between 25 hours and 34 hours 
• Job Stability: As long as people continue to drive, there will be a demand for driving instructors. As previously mentioned 4,000 teenagers turn 17 everyday. 
• Variety in Work: Each student is unique, and the job offers diversity in terms of personalities, skill levels, and backgrounds. This variety can make the job interesting and engaging.
• Meeting People: Running a driving school allows you to become an active part of your community. You can establish connections with local residents, schools, and businesses, contributing positively to the community.

6 Common Challenges when Starting a Driving School

• Certification Requirements: Becoming a certified driving instructor often requires meeting specific educational and licensing requirements, which can involve time and money.
• High Responsibility: Teaching someone to drive involves a significant amount of responsibility. Instructors must ensure that their students are safe, knowledgeable and well-prepared for the road.
• Stressful at Times: Dealing with nervous or difficult students, especially during driving lessons, can be stressful. Instructors need to stay calm and patient in various situations.
• Sitting: You are always in the car and can be for many hours without a break. Many driving instructors experience ongoing back and leg issues. 
• Variable Income: Income can be inconsistent. The summer and winter months are quieter. Bad weather also plays a part. 
• Risk of Accidents: There is an inherent risk of accidents during driving lessons, even if instructors are vigilant. Accidents can have legal and emotional consequences.

 

From registering your company, establishing your brand to marketing your services, we’ll cover everything you need to know to help you turn your entrepreneurial skills into a successful and busy business.

 

Qualifications

To become a driving instructor you must  first register with the Driving and Vehicle Standards Agency (DVSA). You must be over the age of 21 and have held a full UK driving licence for at least three years.  You must have no more than 6 points on your licence and no disqualifications. You’ll also need to carry out a Disclosure and Barring Service (DBS) check before starting your application.

Before sitting your Advanced Driving Instructor (ADI), most drivers use a registered trainer to help them study. Companies such as the AA offer courses at different levels. For a “Grade A” trainer you will pay in the region of £2,000

The qualification consists of 3 tests. 

Part 1 ADI Theory Test.

This features an expert level multiple-choice test of your driving knowledge, followed by a hazard perception test.  (Currently £81)
Once you’ve passed Part 1, you must pass the other parts of the test within 2 years or you’ll have to start the whole process again.

Part 2 The Driving Ability Test. 

This is very similar to the standard driving test but to a high level. You must exhibit exception driving skills as well as excellent knowledge of the Highway Code. (Currently £111)

Once you’ve passed ADI part 2 you have the option to apply for a 6 month trainee licence, a Potential Driving Instructor licence (PDI). This will give you experience teaching students and you can charge for the lessons to cover the cost your insurance and vehicle. This experience is great preparation for ADI Part 3.  

Part 3 The Instructional Ability Test.

With an examiner in the back of the car you will instruct a student for approximately an hour.  This is a difficult test to pass ,and according to official DVSA stats, 65% of learner instructors will fail the first time. (Currently £111)

Once you’ve passed you can register on the government website (currently £300). You can also be listed on the GOV.UK website where many  people go looking for driving schools, lessons and instructors. 

Now you can can start setting up your own business!!

As well as the official  ADI qualification you will need many social skills. 

• Customer care skills
• Excellent communication skills, be clear and concise. 
• Have great understanding and the capacity to stay calm in tense situations. Patience helps create a positive and supportive learning environment.
• Have adaptability in your teaching style to suit the individual needs and learning pace of each student.
• The ability to go solo. 
• Possess observational skills to track pupils progress
•  Have great attention to detail 

Stress, anxiety and nerves play a huge role in the success or failure of your pupils. The ability to calm, reassure and give support is vital and is becoming increasingly important to young learners. 

Being a driving instructor can be stressful at times, but how you handle that stress makes all the difference.

 

How much can I earn being a Driving Instructor? 

Your income will be based upon how many hours you are willing to work and your local area. 

A 2023 survey by DVSA of  5,795 qualified ADI´s reported that 46.6% charged between £31 and £35 for a one-hour lesson. Although this can be as low as £20 or as high as over £45 per hour. The South-West came out as the most expensive region with 65.7% of instructors charging over £36. 

And in 2023, the Annual UK Driving Instructor Review found that 40% of driving instructors were now achieving a gross weekly wage of £1000 or more. Post Covid19, supply and demand has enabled most driving instructors to increase their hourly rates.

Do your research. Find out what other local driving schools are charging in your area for the same services you offer. 

How much does it cost to become a Driving Instructor? 

Your ADI certificate can cost £1,500-2,700 with a high quality training school. 

Then there is your car. Obviously this is a large expense. Though it is not a legal requirement that driving instructors teach in a car with dual controls, it is strongly advised and usually assumed that this will be the case. Dual controls can easily be fitted to your existing car. 

Your car must look professional and clean at all times. No one wants to learn to drive in something resembling a skip, even if their own car will eventually look like one!! Your business and contact details must be displayed prominently, either with magnetic roof and door signs or by professional sign writing or car wrapping.  

 

Whether you are about to embark on your ADI training, or maybe you have just qualified or you are an experienced driving instructor and have now decided to go solo, your first task is to write a business plan. 

How I’d set this business up.

Choice of business structure

This is fundamentally important when you are setting up any business. As a solopreneur, you can start this business as either a sole trader or a limited company. 

 I’d also strongly consider a hybrid startup structure where you can reap the benefits of both structures with minimal cost and risk.

This could enable you to start trading with the simplicity of a sole trader but also have secured the limited company for marketing hacks and saving tax later if you decide to incorporate your business.

Consider the long-term goals and vision for your driving school business when making this decision.

Don’t forget to use our FREE Company Name Checker Tool and find your memorable name. You’ll be searching through a database of over 5 million registered company names and more than 11 million UK domain names.

 

 If you are unsure what to do at this point I recommend seeking professional advice, my team can guide you through this in a clear and concise way you will understand. 

 

 

Do I need a Business plan?

Start by formulating a business plan. We highly recommend you do as it can be immensely beneficial.

A business plan serves as a roadmap for your venture, helping you clarify your business idea, set goals and plan for the future. It also helps to focus on delivering a clear message to your potential customers. 

There are many different types of business plan available on the internet from everyone from accountants, insurance companies to banks. But you can use my no nonsense 1 page business plan here.

It’s designed to cut the waffle but has enough detail to make it a meaningful tool so that you remain laser focussed on what needs to be done when you set up your driving school business.

 

 

So how do you dominate Google search results for this business?

You have to optimise for the Google maps listing.
How do you do that?

10 great steps to marketing a driving school business:

• Get a website. Make sure it complies with Google’s best practice guidelines.
• Get your new website in Google so clients find YOU.

• Provide LOCAL PROOF. Use a local phone number to tell clients and Google you are definitely a local business. Plus a mobile number.

• Provide SOCIAL PROOF. Show reviews from real customers on your site. This is called “social proof” and turns browsers into buyers!

• Use LANDING PAGES. A landing page is optimised for a specific search term making it rank higher than your competitors. Landing pages are for people who want to book lessons NOW! They show the client what they want to see.

• Provide great CTA’s (CTA =call to action). Make it super easy on your website for clients to get in touch with you by including features such as a messaging/chat app and CTA’s that show clients exactly how to contact you.

• Share FEEDBACK. Go the extra mile to provide an outstanding service and you are sure to collect plenty of positive feedback from your pupils. Ensure you harness this by collecting reviews from every new customer.

• AUTOMATE – You won’t have time to be manually updating your website. Make sure you automatically show the new reviews on your website, driving more clients to your business.

• PROMOTE – Regular updates to your website and using Google tools will give your website an extra edge.

• MAINTAIN – From time to time websites need technical maintenance to the software they run on to keep peak performance.

 

Most businesses in this sector DO NOT invest enough time and money to execute this simple marketing  strategy providing you with the opportunity to step in and DOMINATE in the local search engine results.

 

The Live Chat Function

This is great as it gives your potential pupils a “one click method” to message you straight from your website – you get the messages on your usual Messenger account, this is probably something that your competitors won’t have and we’ve had clients getting great success using this tactic. Make it easy for your potential clients to get in touch with you. 

 

Here are 8 more great tips to help you market your business effectively:

Promoting your driving school is crucial to attract new pupils and grow your business. Here are some tips to get your business marketing underway: 

• Do your research

This industry is competitive, so it’s important to research your competitors in your local area and identify what you can offer that others don’t. This will help you differentiate your business and attract more customers.

• Create a great company and domain name for your website 

Choose a name that is related to you and your driving school and is memorable for your potential pupils. 
Remember to steer well clear of similar sounding names so confusion does not occur with other driving schools.

Use our Company Name Check to help you! 

 

 

Protecting your brand name (IP or intellectual property) requires a company name, domain and trade mark registration. 

We can quickly and easily help you get the ball rolling with this, registering your company and domain name and even providing you with fully featured business email boxes making your business look more professional, adding credibility when you are approaching new customers. So, instead of emailing from an @yahoo or @hotmail address you can be emailing from @mycompanyname. Doesn´t that look better? 

You will then have to register a domain name for your website. We all know websites are crucial nowadays so make sure you get yours registered as soon as you have chosen your trade name. Take a look at our Domain Name FAQs  which will explain why a domain name is so important to getting your business up and running. 

Then use our easy to use Domain Checker and let´s get you onto the world wide web!! 

 

Not thought of a driving school name yet? Take a look at our inspirational tips and ideas

 

 

• Create an attractive, eye-catching website

We all know a fast, inspiring, easy to use website is essential for any business today!

But can you  design and run one? Can you create the content that actually guides a customer through your site and encourages them to pick up the phone and find out more about your driving lessons? 

We can create a personal website for you to get you off to the best start. 

 

Give lots more information about your business and any unique services you offer plus accurate contact details. Introduce yourself and give your experience and qualifications. A little information about yourself can make the business more personal and boost customer confidence. Don´t be camera shy! Add a photo. Many pupils will want to see who you are before contacting or meeting you. 

Make it clear what car your pupils will be using and if its manual or automatic..

Prices must be easy to find. Make sure they are easy visible on your homepage or on a ‘prices’ tab on your website’s main menu, 

Photos and videos are great. Videos of manoeuvres and common mistakes will add interest and can be a talking point with your pupils. 

Don´t make any false claims, such as, “the North West´s premier driving school” when you have only just started the business. Your pupils need to be able to trust you 100%.

Don’t forget that market research can be ongoing. Once you have started teaching, talk to your pupils and find out what their likes and dislikes are. 

We have already mentioned this (a lot!) but it is vitally important.

Always ask for References and Reviews on your website. 

Potential pupils WILL look for what previous pupils have said about your business. Every time a pupil pass their test, give them a shoutout on your site with a photo! Be proud of both their achievement and YOURS!

Also give special offers, ask your pupils to introduce friends and family and they´ll receive a discount on their next lesson! 

Google reviews, testimonials and recommendations are essential. Potential customers WILL check for reviews when they are searching for a service, product or trade. 

This is difficult when you first start out and asking can be uncomfortable but a happy pupil who has passed their driving test will want to help you up the ladder every time. 

 

• Word of mouth

is probably the most powerful and effective marketing tool and should never be underestimated!

The foundation of successful word of mouth marketing is providing exceptional service. When your pupils have positive experiences, they are more likely to share them with others.

Learning to drive, for many, is incredibly stressful so establishing a personal connection with your pupils is important. This can lead to a deeper level of trust and a higher likelihood that they will recommend your services to others.

Always make sure you ask your clients to recommend you to their friends and family…..in fact anyone they know! A satisfied, happy customer is the golden ticket to your success.

 

• Design an eye-catching logo

Your logo is often the first visual element that potential pupils encounter. An eye-catching logo creates a positive and memorable first impression, setting the tone for the overall perception of your driving school business.

The logo should represent you and your business and can be used on your magnetic car roof or door signs, car stickers, business cards, work uniform and leaflets etc.

Have you thought about adding QR codes to your marketing material? 

With a click of their mobile phone, pupils can make an appointment, fill out a request form, or write a review by using a QR code. Add a QR code to your car, magnetic signs are perfect for this. Potential pupils passing by can immediately scan for further information about your services. 

QR codes are perfect for business cards, giving website links, tips or how to find us instructions. They are also an easy way to get that all-important customer feedback and can be added to invoices and receipts that go directly to your review page.

Go back to basics!

Print flyers and distribute them around your local area, teenagers are turning 17 everyday! Maybe add in an offer for early block bookings! 

 

• Use social media

Social media platforms such as Facebook, Twitter/X, Instagram and TikTok can be powerful marketing tools for your driving school business. 

As a new kid on the block, you´ll need to shout out loud what makes your business unique! Whatever if it is, make sure you are getting the word out there. 

Join local business Facebook groups or similar platforms to promote your business and connect with potential learners. 

You can also create social media pages for your business and post regular updates, photos, videos and promotions to attract more customers.

Add funny videos of learner drivers, there are plenty out there, as well as informative ones.  

Create relationships with other businesses, maybe the local petrol station or a local repair garage. 

Small business networking events aren´t everyone’s cup of tea but they are a great place  to meet people with similar goals and exchange ideas. Even if the events aren’t specifically for your niche, simply being among other business owners might encourage you and help you build valuable contacts. Websites like Eventbrite and Meetup are excellent resources for discovering up and coming events and activities that may be interesting to you.

 

• Use apps

There are many apps available that can help you manage your business more efficiently. They can be used for booking lessons, saving customer details and receiving payment.  

Project management software will be vital especially as your business starts to grow. Companies such as Asana, Clickup, Monday.com and Zoho all offer good packages that will help you take control of your business and keep those projects running smoothly. 

We can easily help you decide what is relevant to you and your business

 

• SEO (Search engine optimization)

is the art of getting your driving school website to the top of the search results on Google and the other search engines so that you have the best chance of getting their business. 

If you’re new to running a website it’s easy to get caught out with a low cost SEO service that just doesn’t work.

We can help put together an affordable SEO package and we’ll always tell you what we are going to do and what results you might expect to achieve.

 

Look after yourself and your business.

The Driver and Vehicle Standards Agency (DVSA) encourages instructors to join approved driving instructor associations and organisations so your interests are properly represented in talks. Joining one of the professional driving bodies, this will give kudos to your business and help you to stand out in the marketplace.

There are 3 national associations and organisations that represent and support ADIs.

The Approved Driving Instructors National Joint Council 

The Driving Instructors Association

Motor Schools Association of Great Britain 

There will also be local associations and organisations in your area for you to get in contact with.

 

There are other formalities that you will need to complete before you can start trading.

Let’s talk about the boring stuff! 

Open a bank account

Keeping your personal and business finances separate is crucial for several reasons. It simplifies accounting and bookkeeping, making it easier to track business expenses, income and tax obligations. It also helps demonstrate financial transparency, which can be important for legal and tax purposes.
How about a contactless card payment machine? There are plenty on the market now and easy for you and your customers to use. Perfect for when you are on the move.

You will need Insurance

Once you’re a fully qualified driving instructor you’ll need to also get specialist ADI insurance. Your normal car insurance will not cover you. Specialist ADI insurance offers additional coverage due to the risks associated with learner drivers taking to the roads.

There are lots of companies offering their services so have a good look around and take their advice.
You will require public and product liability insurance to cover claims of third-party bodily injuries or third-party property damage. 

If you employ someone Employers’ liability insurance is essential to cover any injury and illness sustained whilst whilst being employed by you,

Without your car you have no business and getting it back on the road quickly after an accident or a breakdown is crucial, so having the best insurance is a must. You will feel protected. Don’t be without it! 

 

By implementing these marketing strategies, you can attract more customers, improve your brand identity, and grow your business.

 

Conclusion

If you love driving, have a passion for teaching others, you can navigate challenging situations with ease, remain calm and be calming, starting a driving school really is the job for you. 

After the Covid19 lockdowns, the backlog of driving tests and availability of driving lessons have become a logistical, frustrating nightmare for many pupils. Added to the national shortage of instructors, you can see how now is the perfect time to start something new and become your own boss.

Starting your own driving school is not just about imparting driving skills, it’s about empowering your pupils with the knowledge and confidence they need to navigate the UK´s roads safely.

Success, goes beyond teaching practical skills, it also requires effective communication, exceptional customer service and a great focus on safety. If you can successfully tune into the evolving needs of your students, you can build a reputable driving school that not only helps learners become confident drivers but also contributes positively to your community.

Although becoming a driving instructor can be stressful, your pupils successes are the most rewarding part of the job. Making a positive impact and equipping them with a valuable life skill makes the job truly worthwhile. 

Brake the monotony, accelerate your new business today!

Move up a gear and learn more with no nonsense guidance and get your business started today.