Starting the EOS journey with purpose – LearnMate

LearnMate is one of Australia’s leading tutoring agencies. It offers in-person and online tutoring lessons in all primary school and high school subjects.

Founded by Dmitri Dalla-Riva LearnMate empowers students all over Australia to achieve amazing results and make their dreams come true. LearnMate provides professional, engaging and enthusiastic primary school and high school tutors.

In this episode, Dmitri discusses the challenges of going from a start-up to growing at scale in five years. He identifies the challenges of responding to COVID-19 and how he successfully flipped the business from face to face activities to online without alienating its customers. As LearnMate implements Entrepreneurial Operating System (EOS), Dmitri explains his capacity to continually learn to improve the business and himself.

Transcript

Murray Smith: Dmitri Dalla-Riva, welcome to Gripping Business Tales.

Dmitri Dalla-Riva: Thank you, Murray, for having me today. Really appreciate it.

Murray: Oh, it’s a pleasure to have you on. We’re going to talk all things LearnMate shortly — it’s a great concept and platform. After what we’ve just been through, I think a lot of people will be screaming out for it. But first, we always like to start with the same questions here on Gripping Business Tales: could you share one recent personal success and one professional success?

Dmitri: Yeah, recently — well, over the past few years actually — COVID was a big challenge for the business. Before COVID, about 90% of our lessons were in person and 10% online. Now it’s around 85% online and 15% in person. So, we’ve actually grown through this period. The ability to transition from being primarily an in-person agency to a virtually online tutoring connection service has been both a personal and professional achievement for me. I kind of put the two in the same box.

Murray: Fair enough. That’s quite a challenge. It’s always great to hear from businesses that navigated recent changes successfully. Let’s talk more about LearnMate — tell us what it does and how it started.

Dmitri: We’re a tutoring connection service. Traditionally I used the term “tutoring agency,” but over the years I’ve realised that doesn’t really do us justice. At a basic level, we are an agency, but what we really do is connect students with tutors as quickly as possible. It’s not about textbooks or curriculum materials — we focus on fast, effective matches.

I started the business in April 2015. Before that, I was a VCE English language tutor. I finished Year 12 in 2012 and began tutoring to make some extra cash. It grew quickly — I was tutoring around 25 students a week. That’s when I started creating an online course, running English language workshops for Year 12 students, and eventually gathered a group of other tutors. It expanded naturally to include more subjects. Now, five and a half years later, we have tutors in every capital city except Darwin, and we service students from Prep to Year 12 — that’s our niche.

Murray: It’s a fantastic business. You mentioned a few times that you were always looking for the next stage. Where do you think that drive comes from?

Dmitri: I love challenges and personal growth. I get bored easily, and that’s actually where EOS comes in. I always ask myself: how can I improve? How can I do more, have more impact? Scaling lets me affect more people than I could on my own.

Murray: You’ve been running for about five and a half years. What challenges did you face, and at what point did you realise you needed help?

Dmitri: Great question. For me, it was when I had too much on my plate — doing things I didn’t enjoy, making mistakes, feeling exhausted. That’s usually the trigger for me. One of my biggest early mistakes was thinking I could do it all. I didn’t have a customer service person for the first year and a half. I was doing all the emails and calls myself. In hindsight, I should’ve hired someone earlier. Now, when I notice I’m doing too much, I know it’s time to grow more efficiently.

Murray: That “Superman syndrome” — doing it all — is so common. Was it more about fear of taking the risk, or something else?

Dmitri: It got to the point where it wasn’t a choice anymore. The business was growing so quickly I just had to act. If I hired the wrong person, I fixed it later. I’m more cautious now, but back then it was about doing what the business needed, not just what I needed.

Murray: How do you balance that — what the business needs versus what you need as the founder?

Dmitri: It’s hard. Sometimes the two are in conflict. I haven’t cracked that one yet — if you’ve found a solution, let me know!

Murray: Let’s talk about EOS. How did you first hear about the Entrepreneurial Operating System, and what made you curious?

Dmitri: In September 2018, I joined EO — Entrepreneurs’ Organization — because I had very few business connections and was struggling. A friend posted about EO on Instagram, and that got me interested. One of my coaches last financial year turned out to be an EOS Implementer, though she didn’t promote EOS directly.

Then, in May this year, I hired a new marketing manager who suggested I get one-on-one coaching. I reached out to that coach, and she had time available. We started the EOS journey in late June, and it’s been a couple of months now.

Murray: You and your leadership team would’ve done the 90-minute meeting. What resonated with you during that?

Dmitri: I realised I could finally let go. I didn’t have to be the one making all the decisions anymore. In meetings now, I stand back more and try not to talk as much. It’s empowering to let others contribute.

Murray: You’ve done your Focus Day now too. That can be inspiring and exhausting. What was your experience?

Dmitri: We had the Focus Day right before I took a week off, which helped me process it. There was a lot of info — especially around creating the accountability chart, which I didn’t have before. Since then, I’ve taken it one day at a time. With my Implementer’s help, it’s been steady progress.

Murray: And Level 10 Meetings? How’s that been going?

Dmitri: We had one today, actually. One thing I’ve realised recently is that I can now express high-level strategic or organisational concerns to my leadership team. Before, I had no outlet for that — not to customer service, not tutors, not customers. Only in EO. But now I can share those thoughts with people who are in the business day-to-day. That’s huge.

Murray: Have you done your Vision Building Days yet?

Dmitri: Our first one is this Thursday and I’m super excited.

Murray: What are you hoping to get from that?

Dmitri: Clarity on our goals and direction. I’ve often internalised goals out of fear of saying them aloud. Now, with a leadership team and a Vision Day, I can express them safely and get everyone aligned.

Murray: You spoke earlier about the big change — going from 90% in-person to 85% online. How did you navigate that?

Dmitri: Honestly, that was the catalyst for this whole journey. COVID exposed the lack of systems and structure. It was a wake-up call. We had to improve our communication — mass texts, emails, COVID-specific website pages, tutor webinars. It was a team effort to support that transition.

Murray: That experience probably galvanised your team. Outside of EOS, what advice would you give other business owners going through similar challenges?

Dmitri: Focus on one product or service and do it really well. I once tried launching a notes platform — it failed. Our customers come to LearnMate for tutoring, not for buying notes. Stick to your niche.

Also, if you’re a tech-based business, get a great tech person. I’ve been lucky to work with Deep, a Monash student who’s brilliant. Building a strong, committed team around you is also key.

Murray: Great advice. How can people get in touch with LearnMate — both students and potential tutors?

Dmitri: Just go to learnmate.com.au. Students can search for tutors right on the homepage, shortlist favourites, and contact tutors directly. Tutors can visit the site too — just click on “Tutor Registration” to learn more and sign up.

Murray: Brilliant. Dmitri, it’s been fantastic having you on Gripping Business Tales. An inspiring story, especially in education — something close to my heart. Thanks so much.

Dmitri: Thanks, Murray. Appreciate it.