Author: Althea Chokwe
Language education is a booming industry in the digital space, from various apps to polyglot YouTubers capitalizing on mass interest in Spanish, French, and other popular modern vernaculars. Arabic is also highly sought after, considering that half a billion people speak it (in a multitude of dialects) and that it holds a venerated position as the holy language among Muslims worldwide.
Whether it be religion or general curiosity, the drive to learn Arabic feeds into an international need for independent teachers and established schools alike to teach it. Some entrepreneurs have taken it upon themselves to offer such courses, becoming favorable alternatives to a regular classroom. Muhammad Al Andalusi, 27, is an Arabic language guru respected among an online community of Muslim influencers, with his own online school and a loyal following. The story of the Andalus Institute is enlightening in how he captures and keeps customers hooked on his online services.
People often wonder how Al Andalusi could claim that fluency in Arabic is attainable in only 15 months. What they do not realize is that he fluently speaks five languages altogether. The entrepreneur hails from Barcelona, knowing Catalan and Spanish initially. He then flew off to Paris as a teenager and found himself in Cairo afterward, adding French, Arabic, and English to his repertoire. Al Andalusi’s followers on social media were shocked to discover their teacher’s history, with one exclaiming, “You’re the only polyglot online who is 100% fluent in all his languages!” This is quite a mind-boggling discovery for them, one way that Al Andalusi fuels online speculation about his background.
Al Andalusi maintains that the key to his own versatility lies in his vocabulary-first approach. The entrepreneur believes that grammar only comes second to memorizing words, and his prolonged immersions in foreign societies prove that such a methodology holds great efficiency. Al Andalusi translated his tried and tested experience into a sustainable, money-making venture, founding the Andalus Institute in 2019 with only a few hundred dollars in total startup costs.
The Andalus Institute was birthed from past failed attempts at online selling in other niches. Al Andalusi’s enterprise did cost more than some hundreds of dollars, but collecting money is far from the only step in constructing a viable business product. Muhammad remembers passion and resilience as the only two things propping him up while he struggled to find ways to pay off a $9,000 debt. Amazon FBA and delivery services could not erase the stress, self-doubt, or financial restraints of the situation.On the other hand, Arabic failed to keep itself out of Al Andalusi’s mind until the young retailer finally gave in to monetize this talent. Now, for an affordable $2,000, the Arabic Like An Arab program showcases Al Andalusi’s prized techniques that enjoy a number of rave reviews.
Program graduates do not hold back while expressing their sentiments about Arabic Like An Arab. One writes, “I was so surprised at how many words from the Quran we’ve actually covered in the programme, this is my favourite thing about it all so far.” Another exclaims, “Subhanallah! I thought I was just going to learn Arabic, however, I realise I have grasped so much more … finally some structure in my life and looking forward to getting more disciplined in my outlook, …” Relatability is a huge factor in the Andalus Institute’s marketing strategy. Muhammad’s Instagram account (@muhammad.andalusi currently boasts 28.6 thousand followers) is a stage for memes, short Tik-Tok-ish skits, and glittering videos of Middle Eastern cities. Comments rush in, expressing awe and piqued curiosity that all speak to the genius ploy of translating online conversation into sales. Students gain insight into their teacher’s life and can DM him with a barrage of questions at any hour.
A venture into YouTube has gifted Al Andalusi over 12,000 subscribers. Videos on there provide in-depth analyses of everything from grammar to proper learning methods. Al Andalusi approaches his own branding with what he understands as consistency, increasing the level of trust between him and his consumer base. Not only does Al Andalusi monitor his students’ learning trajectory but he also checks up on their mental and physical health. The entrepreneur sees the school not just as a money-making machine but also as a life purpose.
The Andalus Institute began to bring in an average of $30,000 every month, only half a year after launching. Even though Al Andalusi is taken aback by the outpouring of demand, he is not shocked during a time when online education is held in high regard. Furthermore, the coronavirus pandemic has given many the ample space to pursue their interests, with language studies continuing to be a popular choice.
Al Andalusi himself is considering additions to the school, such as a Quranic memorization course. The potential is immense, yet everything must be done to precise perfection. Thus, it will take a while for Al Andalusi to feel satisfied with future merchandise before the public has access. He hopes that the institute’s next level of evolution will multiply its value, attracting a wider consumer base and possible heavyweight investors. But, for now, taking care of Arabic Like An Arab students is Al Andalusi’s primary concern.
You can connect with the author on LinkedIn here.
