Konstantin Zhuchkov, EdTech expert helps build predictable and reproducible models for franchised schools
In 2025, the global educational technology (EdTech) market continues its rapid growth: according to HolonIQ, its volume is expected to reach around $404 billion, with an average annual growth of over 16%. This trend reflects not only the increasing demand for digital educational products but also the need for sustainable, scalable models that can ensure quality, standardization, and predictability at every level. In such a fast-developing environment, a company’s success increasingly depends not only on ideas or technology but also on how systematically its operational structure and business processes are built.
Konstantin Zhuchkov is an EdTech expert, specializing in scaling educational networks. As Director of Franchise Development at CODDY, an international coding school for children, he clearly demonstrated that transforming chaotic processes into a standardized, reproducible, and manageable model enables a franchised network to grow without sacrificing quality. From 48 to 158 branches during his tenure — that is the number of locations opened thanks to the implementation of clear operational processes and careful selection of managers. Beyond his key CODDY case, Konstantin has regularly spoken as an invited expert at major EdTech conferences, served as a judge in entrepreneurial competitions, and built more than 50 sales departments for educational projects, significantly strengthening their marketing and increasing each school’s revenue by 30–200%. Yet his most important achievement remains the scaling of CODDY — an experience that proved exceptionally valuable and in high demand throughout his subsequent career.
Today, Konstantin also manages educational processes in the United States as a School Administrator at GoGoding in Brooklyn, New York. Here, he applies his network-scaling experience internationally, implementing automation, CRM tools, and systematic staff training to ensure predictable results and standardized processes in a new market.
For Zhuchkov, practical solutions are the main value: how to build a process model that can withstand rapid growth, which elements of a franchise package are critical for stability, and how to standardize training and team operations so that results are predictable. He also understands well how the global EdTech trend — increasing demand for high-quality, scalable educational products — can be translated into concrete, measurable business outcomes.
Identifying a Niche and Preparing the Structure
When Zhuchkov first faced the task of scaling CODDY in Russia in 2019, he noticed a strategic market problem: the growth of digital literacy lagged behind technological progress. “We saw this niche — an urgent problem in the market — and started developing. Technologies were emerging and developing very quickly, but students’ level of computer literacy did not match,” Konstantin recalls.
Initially, there was no clear idea of the network structure: “It was ‘let’s try, start, see if it works — we’ll go from there.’ But beyond that, there was no model, product, or processes,” he says. This start provided valuable insight: an entrepreneur must combine pedagogical expertise with a systematic approach to business, sales, and analytics. Experience has shown that most franchises fail due to the imbalance of a manager’s skills: strong pedagogical experience does not compensate for a weak business structure, lack of performance control, and suboptimal marketing processes.
Key Processes for Predictable Growth
According to Zhuchkov, sustainable scaling is impossible without several critical processes. First, the financial model and metrics — turnover, profit, number of students, intensity of goal achievement — must be transparent and measurable. Second, the team: the right people in key positions create “scaling cells” that can be duplicated across the network.
“And if within one cell everything works successfully and a competent quality manager is in charge of that cell, it can then be easily duplicated and developed, and the market continuously and consistently grows,” Konstantin explains.
At CODDY, Konstantin implemented CRM systems, sales automation, standardized training processes, and a motivation system, which allowed conversion to increase from 9% to 18%. “First, persistence and a positive attitude. Then — sales technologies. Next — the right people in the right places and a motivation system,” he says.
Additionally, during his tenure as Director of Franchise Development, Zhuchkov developed and launched six EdTech products for children, finalized four projects as a project manager, overseeing the entire cycle from idea to launch. Franchisee support tools — corporate portal, website, chatbots, report templates — standardized operations, sped up communication, and reduced the load on managers. This system is universal — and therefore applicable when managing international branches in the United States and other countries.
The Franchise Package as a Learning System
Zhuchkov emphasizes that a strong franchise is not just documentation but full training. “Quality onboarding, transferring information across all processes — this is training that every employee must undergo. Only then will the franchise work well and be competitive,” he notes.
For new locations, an “action — regulation” system was developed. Every key action had a strict instruction, allowing the required quality level to be reached quickly. Platrum, an educational LMS for managing staff training and development, allowed tracking which courses teachers and managers completed, which skills they acquired, identifying gaps, and quickly adjusting training, ensuring a unified quality standard across CODDY’s international locations. Today, similar principles are applied at GoCoding in the United States.
Metrics for franchisee effectiveness were personalized: turnover, profit, number of students, and intensity of goal achievement. This data enabled quick identification of problem areas and adjustments to processes without compromising training quality.
People and Technology as Growth Catalysts
According to Konstantin, the most challenging element of scaling has always been the human factor. “There are not many resources in this market, and any mistake can be costly. Unlike other industries, here, making one wrong step means having to take many steps back,” he explains.
In addition to HR and motivation systems, artificial intelligence became a key tool in his current work at GoCoding. Zhuchkov implements AI to automate routine tasks, support parent communications, and speed up responses, which allows faster network scaling and improved predictability of results. Previously, during his time at CODDY, he focused on CRM automation and process standardization — technologies that laid the foundation for later AI integration. “First of all, I would recommend that everyone implement AI support so that inquiries from parents and prospective students are responded to faster than a human. Then, moving to the next level, you can add new tools that allow further development,” he notes.
The result of the systematic approach is reflected not only in network growth and conversion increase but also in the opening and equipping of more than 30 schools, the development and launch of six EdTech products for children, process standardization, and the alignment of staff competencies.
Konstantin emphasizes that network stability is ensured by the repeatability of the core product and a clear understanding of performance metrics at all levels, and the ability to control them. “If it is clear who is hired, what is expected of them, and exactly how it should be done, the result will not be long in coming. When a person is in the right place, they can open 10, 15, or 25 schools. You can just take the product and continue scaling it,” Zhuchkov summarizes.
Scaling an educational franchise is a systematic effort that requires combining strategic management, performance monitoring, team building, and technology implementation. Konstantin Zhuchkov’s international experience confirms: a strong franchise can grow sustainably while maintaining education quality, standardizing processes, and ensuring financial efficiency. In any case, his formula is clear: when processes are correctly set up, people are trained, technologies are implemented, and metrics are monitored — growth becomes predictable, and the network is resilient to external challenges.
