Does a tuition reset fix enrollment or just mask deeper issues?
In this follow-up conversation, Peter Baron, founder of MoonshotOS, and Kevin Folan, Head of School at Providence Country Day School (PCD), unpack the strategic thinking behind their article "Rethinking Tuition Resets for Sustainability," published in the Winter 2025 edition of the NAIS Independent School magazine.
The central idea?
Every tuition reset must begin with one essential question: What problem are we trying to solve?
Together, they explore how aligning price, mission, and market opportunity nearly doubled enrollment at PCD, increased net tuition revenue, and energized the board while avoiding the pitfalls that cause so many resets to fall flat.
A must-listen for any school leader exploring pricing strategy, mission alignment, and long-term sustainability.
What You'll Learn from Kevin Folan:
- Start with the right question: Schools must clarify the real problem before considering a tuition reset. Is it price, Program Market perception, Mission drift, etc.?
- MarketView is a must: PCD used NAIS MarketView to project the number of families that could access the school at a lower price point, adding 6,000 new families to their addressable market.
- Resets don't work in isolation: The tuition reset only worked because it was part of a broader strategy, including new mission-aligned initiatives, a merger, and powerful messaging.
- Perception follows value: By clearly articulating and enhancing the school's value proposition, PCD avoided the stigma of cheapening the brand.
- Internal alignment is critical: Bold moves require full board and leadership team buy-in. PCD's success was rooted in unified, strategic risk-taking.
Discussion Prompts:
- What problem are we truly trying to solve? Use this as a starting point in strategic planning or enrollment committee meetings.
- How does our tuition align with our mission? Explore whether your pricing reflects your value proposition and institutional identity.
- Where in our funnel are we losing families? Invite your admissions team to map the journey and pinpoint attrition.
- Is our board ready to take bold swings? Discuss the board's appetite for risk, innovation, and long-term investment.
- What would a mission-aligned reset look like for us? Brainstorm value enhancements that would accompany a pricing shift.
