How Strategic Insights Powered Five Years of Franchise Expansion
The Problem
Kumon had an ambitious five-year franchise expansion plan and needed a significant volume of qualified franchise leads to support it. Reaching those goals would require more than broad recruitment efforts. It would require a deeper understanding of who was most likely to become a successful Kumon franchise owner.
The challenge was identifying the right audience and turning those insights into a scalable strategy for long-term growth.
The Solution
After analyzing more than 1,600 franchisees, Curious Jane uncovered a powerful common thread: a passion for helping children succeed. Many Kumon instructors had experienced the brand firsthand as students, parents or advocates, creating a strong connection to its mission.
Using those insights, we developed a franchise growth strategy centered on purpose, impact and opportunity. By aligning creative, media and messaging around what truly motivates prospects, we helped Kumon attract more qualified franchise candidates and strengthen its development pipeline.
