Susan Valverde is the brand president of Sylvan Learning, a tutoring and test preparation center franchise. She describes her career as “a series of happy but very unexpected turns.”
Valverde was born in Noord -Mexico, emigrated as a child to the US in the early 1980s and learned entrepreneurship from her parents, who built a truck company in Mississippi. She became the first graduate in her family and then worked in banking and economic development – until her career changed in an unforeseen way.
It happened in the year 2000, when Valverde’s husband had to take a professional exam. He did it at a Sylvan Learning franchiselocation near their house in Zuid -Texas. While her husband did his test, Valverde observed the center in action. “It just made an agreement,” she recalls. “I saw children coming in after a long school day. I was that child who needed extra support when I learned English.”
She saw opportunities. Within a few weeks she became a franchisee – and she started building several successful units, which she sold in 2016 to become a member of the Sylvan leadership team. She then stood up from vice -president to chief franchise operations officer – and eventually became president in 2024. Here she shares how her time in the trenches helped define her vision.
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Your areas in South Texas were some of the most economically disadvantaged areas in the country, but they were consistently top performers. What were some challenges that you were confronted with in that area?
I hesitate to name them challenges, because I think that areas with limited resources are very resourceful. But there were clear barriers that we had to overcome. All our marketing messages were in English, for example, so we had to roll up and translate our sleeves. Fortunately we are all bilingual.
What were some initiatives that you specifically placed for your clientele?
We have made a mobile model so that we can bring our guidance to schools, because there are a number of rural bags in Texas that are difficult to reach. The other that we pioneer in my market has collaborated with schools with low income we have applied for federal subsidies, state subsidies and foundation fairs. We were able to secure stock markets for low -income families and children who had not had access to our services.
Is there something with the franchise model that you find particularly effective?
It is local ownership of and is operated. For these people I tried to work together, I was not just a seller. These are people I come across in the supermarket. We live in the same community. So there is a level of accountability, acceptance and real partnership that a company can reach in the hands of the company.
What was the most challenging part of the transition from franchisee to business leadership?
It required a complete shift in perspective. As a franchisee I had a very localized scope and I saw a direct impact; If I had to grow, it was in my hands to do that. But if you wear the business hat, you present something that hopefully is compelling, that people will embrace and execute. But you can’t do it for them.
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How did your background as a franchisee influence you as a director and a leader?
Because I have been in the trenches and understand the sacrifices that a franchisee is going through, that an owner of a small company continues, I filter all my decisions through that lens.
Is there an umbrella business philosophy that has enabled you to be successful?
What I believe – and this applies to my entire team – is that success is about impact. When we see students grow, school districts, communities and families will embrace what we do. So if we believe in what we do and we do very well, we win because of the impact. Then the income follows – not the other way around.
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Susan Valverde is the brand president of Sylvan Learning, a tutoring and test preparation center franchise. She describes her career as “a series of happy but very unexpected turns.”
Valverde was born in Noord -Mexico, emigrated as a child to the US in the early 1980s and learned entrepreneurship from her parents, who built a truck company in Mississippi. She became the first graduate in her family and then worked in banking and economic development – until her career changed in an unforeseen way.
It happened in the year 2000, when Valverde’s husband had to take a professional exam. He did it at a Sylvan Learning franchiselocation near their house in Zuid -Texas. While her husband did his test, Valverde observed the center in action. “It just made an agreement,” she recalls. “I saw children coming in after a long school day. I was that child who needed extra support when I learned English.”
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