I think the main question here is, should a trainer even consider going into the training business after all? Training, like any other product or service, has its own unique set of pros and cons. However, like any other business out there, it all depends on what you want to gain out of it, and how you would want to build your business model around that same intention.
Of course, to be in the training business, you need to have a trainer first. It can be you or it can be your partner who is the trainer. And to be a trainer, one can choose several paths to pursue. The “easiest” way is always to get certified or acquire the appropriate paper credentials required by the area or field of work that you would like to focus on. Here, lies the first question you need to answer.
What are you going to train on?
Different industries have different requirements – this is common sense. So, if you choose to be a trainer in a technical field, you will need to find out and fulfil the right requirements set by the technical demands of that specific industry.
Generally speaking, for the most technical topic, you can train one level below your current competency level. This can mean many things to many different people. It can mean one grade level lower, or it can mean one qualification level lower. A simple example of this would be similar to the concept of a bachelor’s degree holder would not qualify to teach a master’s degree course – that would require you to have a PhD. So, if you know what your current level of competency is, it would be easier to identify what or where you can train in that particular field.
However, if your topic of choice is more on human skills, or some call it the ‘soft skills’ domain, then it would be a bit trickier to ‘measure’ as there is no specific standard of qualification to justify your current level versus the level of your target audience. Imagine topics like communication or leadership, for example, there is no one single body or authority that can define or determine who is at what competency level when it comes to those topics. Therefore, in cases like this, a certificate to justify your competence in training delivery would then be required. The hypothesis is, that if you have gone through a formal learning and assessment session, then you are deemed to be capable of training on the topic and you are expected to apply a proper content structure and deliver the training with the appropriate approach and strategies.
In Malaysia, usually, this means having the HRD Corp Train-The-Trainer or TTT Certificate. Although this certificate was originally intended for a different purpose, over the years it has become the most basic training certification one would need to have to start training in the country. Nowadays, several countries across Asia have also recognised the HRD Corp TTT certificate to be the baseline standard for trainers to abide by.
Who are you aiming to train?
To set up your own training provider company or TP is basically shifting gears to be an entrepreneur. I am of course assuming that you would want to establish a company with your own facilities, equipment, support team and all the work. If your vision of a TP company is only registering a sole proprietor and still functioning as a free agent, then it would be a different story. This business model is not much of a difference between being a full-time freelance trainer – the only difference is you now have an additional line on your business card to put your own company name while other matters pertaining to the operations remains the same. You still train and earn a fee out of it – probably now, they pay through the company account which makes it look more professional.
However, when you choose the business model of a TP, by right your customer segment changes – instead of a freelance trainer where the other TPs are your customer (they are the middleman, the ones that bring the participants into your training room), now you will have to decide who is your actual target market and who is your actual target audience. Your business model is now either B2B or B2C, where you are responsible for providing training to the end-user directly.
In Malaysia, the training market mainly consists of students, entrepreneurs, government and corporate segments. Choose from this first, then decide who is the paymaster of your ideal participants. For example, if you choose the student segment, who will be your ideal participants – primary school, secondary school or students in the higher learning institutions? Then ask yourself, who will be paying for them to attend your training session – is it going to be the school, the parents or the student themselves? From here, you will strategise your marketing plan to communicate, connect and create value for them to want to join your training session. In addition to that, you would also need to ensure you have significant capabilities and resources to cater to the demands of this business model, not only what you need to do during the training session itself.
In essence, before a training programme can happen, there will be marketing involved, discussions on obtaining approval for the participants to attend, organising the logistics, costing, resource management, etc. And after the training session ends, there are also records management, payment collection, documentation, and other post-training actions that need to be taken from a business standpoint. These are often absent from the freelance trainer’s to-do list which mainly involves activities during the training session only.
So, with all of this extra work involved, the next key question is this.
Why would you want to set up your own training company?
Honestly, if your passion is in training, and only training, then there is actually no need to set up your own training provider (TP) company. You can very well continue to train as a freelance trainer or apply for a full-time position as a trainer in any other TP company – especially if you are still looking for a comfortable, predictable, and stable income by the end of the month.
You can already participate in the training industry without having to be involved in the business of training. In fact, there is no rule that says the natural growth progression for a trainer is to set up his or her own company. Having to ensure consistent quality in training delivery is stressful enough, especially to stay relevant in the face of the high expectations and demands of today’s audience. So, why add on to that the burden of managing business operation, finance, sales & marketing, and leading your own pool of employees?
The training industry is already loaded with people who prioritise profit over responsibility. If by becoming an owner of a TP business causes you to cut corners, or the demands of the business operations take a toll on your passion to deliver a meaningful training session, then my advice would be to just continue training as a freelance trainer. Let the TP manage the rest while you put in all your efforts to ensure your training quality is top-notch. The last thing we all need is another half-baked trainer-TP offering programmes or courses that create an impression that training and development is just another way of wasting precious time and money.
But if you are serious and really want to set up your own TP company, then do it for the right reasons. I established mine about eight (8) years ago because I wanted to have more flexibility in offering the type of training programmes and courses that I wanted the market to experience. Rather than just following the ‘template programmes’ that most TPs are willing to offer, I wanted to create new and innovative approaches that prioritise competency-based content over fancy gimmicks and theatrical frills. Because of this, I spent countless of hours and sleepless nights putting myself on the map. It was a long hard journey of creating awareness of a better option, but we never lost sight of our goals. I strongly believe that “Training (as a business) is just like a marathon and definitely not a sprint to the finishing line!” – you cannot expect to do business for a quick buck and hope to have longevity in the industry at the same time.
If you have made it this far, and are still eager to go into the training business, I thank you and I welcome you with open arms to participate and elevate the quality of our training industry because I guess your heart is at the right place. If that is the case, I strongly believe that together, we can definitely create more opportunities for learning and development, a better environment for the local workforce to gain knowledge, polish their skills and abilities, and at the same time enhance their capabilities and competitiveness towards the betterment of our nation in general. There is no competition when we are in it for the same cause.
