Why Choose São Paulo for an Education Franchise?

Hello and welcome to the New Horizons English language franchise website. We believe you have found this page as you are considering the various education franchise opportunities that exist in your market. We are confident that São Paulo, Brazil is a great city with ample potential for an education business and would like to provide a few thoughts about this as well as give you a simple overview of our franchise opportunity.

As a potential business owner please review this page as well as our entire site to further understand what a franchise offer like New Horizons English can bring to your desire to build an English language franchise.

São Paulo is Brazil’s leading financial center, and is the largest and most populated city. Due to low English proficiency in the state of São Paulo, it offers significant opportunities for an English language franchise. Here are some facts on why São Paulo is a good choice for opening an education franchise.

  1. São Paulo is a low English proficiency state[iii], thereby being a large market for an English language franchise.
  2. It is the largest city of Brazil with a population of 11.9 million (2016),[v] making it the most populated city of the country.
  3. It’s one of the richest cities in the world,[viii] and among the top 10 highest GDPs globally.[vii]
  4. The city has a developed infrastructure with modern amenities, and a rich and diverse culture.

Here are further reasons on why São Paulo is a location worth considering for an education franchise.

Education and English Learning

The National Education Council holds responsibility for school education in Brazil. The states also have their education council to supervise primary, secondary and vocational schools. Higher education, however, is the responsibility of the Ministry of Education. Education for children is compulsory for up to 14 years of age.[i] There is a wide difference between the educational standards of public and private schools. Even though more students study in public schools, they lack basic infrastructure and have a poor standard of education. For those who can afford it, private schools remain the best alternative. In private schools, the annual tuition fees can be around 60,000 BRL, and a one-time registration fee charged for new enrolments.[ii]

Where Brazil lacks in schools, it makes up in higher education. Brazil has 245 public and 2069 private higher education institutions.[i] Private colleges and universities provide education to 89% of students.[i] As getting admitted into public colleges is more difficult, they are valued higher than private colleges.

The language of instruction in Brazil is Portuguese, but English lessons are provided at school. Even then, Brazil ranks as a low proficiency country on the EF index.[iii] São Paulo is a low proficiency state with an EF score of 51.49.[iii]. The dismal state of English fluency in the country is clear from the fact that only about 5% of Brazilians said that they could speak in English (2014).[iv] As compared to Brazil, other Latin American countries have gained English proficiency more quickly. That is because Brazil placed emphasis on Portuguese as a way to strengthen its national identity. Now the country is shifting focus to English, but the efforts will probably reap results over years. Currently, almost all of Brazil’s regions rank from low to very low proficiency.[iv] Considering these facts, São Paulo presents attractive opportunities for a budding English language franchise in Latin America.

Population & GDP

São Paulo is the largest city of Brazil with a population of 11.9 million, as of 2016. [v] It is the 11th largest city in the world [vi] and holds the highest number of inhabitants in Brazil.[vii] São Paulo is larger than major cities of the world such as the Mexico City, Mumbai, and Los Angeles.[vi] It is also the largest economy in the southern hemisphere.[vii However, the metropolitan area is much larger and is home to more than 21 million people.[v] A large population means that there will be a high demand in education. This can be one of the factors when one considering opening an education franchise in São Paulo.

Economically, São Paulo is one of the richest cities in the world, handling more than half of the production of Brazil’s financial institutions.[viii] It also leads in providing services to companies, information, and health and education services.[viii] The city is among the top 10 highest GDPs globally.[vii] The state of São Paulo contributes a heavy 32.12% to Brazil’s GDP (2015).[viii] In 2015, the state produced more than US$568 billion in revenue.[viii] This wealthy city has around 1,500 bank branches and over 70 shopping malls.[ix] Additionally, 63% of international businesses in Brazil are located in São Paulo.[ix] With such high GDP, opening an education franchise can be a lucrative choice.

Infrastructure and Facilities

São Paulo has a developed infrastructure to meet its huge population. The São Paulo Metropolitan Region has 313 km of metro and rail lines for transporting passengers.[x] Still, it proves insufficient. With over 6 million cars, the São Paulo Metropolitan Region faces choking traffic.[x]

The city has a rich cultural life with many art-house cinemas and experimental theatres.[xi] It has nightclubs and bars, gourmet restaurants and bistros. There are around 15,000 bars in the city and the restaurants offer some of the world’s best eating experiences.[xi] São Paulo has a fast pace close to that of New York. Some of the city’s main attractions include the Theatro Municipal theatre, the Monsteiro São Bento church, and the Pinacoteca do Estado museum. Being a financial center, it has various business districts, especially in the boroughs of Pinheiros and Santo Amaro. In fact, sans New York, it has the most offices of large multinationals in the world. Having modern transportations, rich heritage and cultural nightlife, no wonder São Paulo is one of the top leading tourist destinations. With that said, most tourist can only speak English, therefore having an English speaking guide would be helpful. This proves that opening an English language franchise in São Paulo can be a vaulable destination for new business owners.

Government Incentives to Businesses

To further increase their economic growth through investment, the government of São Paulo offers various incentives aimed at reducing production costs. Public agencies also provide various funding programs, including credit facilities.[xiii] A closed economy prior to 1990s, Brazil lifted trade barriers and now supports free trade. Tax incentives are usually negotiable and are granted at the federal, state, and municipal levels. Foreign investors are treated at par with local investors, and all available incentives are available to them as well.[xii] The federal tax system also treats both local and foreign businesses equally. However, many state and local governments offer additional incentives to businesses to attract investment.[xii] Being a center for trade with a strong economy, São Paulo has become a leading destination for foreign investors in Latin America. All of these factors can be a great opportunity when one chooses to open an education franchise in São Paulo.


As the largest city of Brazil and its economic center, São Paulo provides ample opportunities to a franchise business. Moreover, as a city with low English proficiency, it offers a large market for an English language franchise. If you are looking for fertile markets for your language business in Latin America, keep São Paulo on the list.

New Horizons English Overview

We would now like to give you a simple overview of the New Horizons English franchise. Alternatively, you can visit our website and download our prospectus for more detailed information.

The New Horizons English franchise has been built with the intent to leverage the way modern, busy students learn – with flexibility. It is difficult to always be at the learning center when the student is a young adult (friends and activity are always more important) or a working adult (work, family, and life are always more important).

New Horizons English is the answer to providing instruction and test preparation for busy adults using an industry leading education platform to deliver a unique blend of multimedia, live instruction in-center, and on-line on any internet enabled device.

The New Horizons English teaching method enables students by giving them three key learning advantages:

  1. Learn at your own pace
  2. Learn anywhere, anytime with Online Live®
  3. Learn with your own teacher with Mentored Learning®

All of this is supported by a didactic team in state of the art learning centers designed around the student to give 360 degree support, every day of the week.

How does it work?

The New Horizons English Method uses the natural method of second language acquisition which focuses on the development of intuitive learning based on communication rather than learning the structure of the language. The result of this is the ability to speak the language far quicker than with traditional learning methods, in fact, the student will be speaking English from day one of their course.

The course is made up of 36 Cycles, each containing 9 multimedia lessons and 3 live lessons. The live lessons are divided onto Online Live® Progress classes and in-center Milestone classes where the student is assessed for progress to the next cycle. A cycle will generally require 1 month for completion. In addition, the student will be able to access digital workbooks which act as study aids and are available to download and use at the students’ convenience throughout the course.

Finally, the training center. We know that while our multimedia and online lessons are at the cutting edge, nothing can replace the human touch. For this reason we have carefully designed our centers to give the student access to teachers and a learning environment that has been designed to reflect the needs of today’s student. All our centers are fully equipped with the latest technology in specially designed zones that enable every student to tailor their learning experience with the New Horizons English education franchise.

We genuinely believe now is the right time for a new and modern approach to an English language franchise in São Paulo, Brazil. We are very interested to discuss in great detail with interested and qualified partners. For more details, please visit our site and download our franchise prospectus.


[i] https://www.epnuffic.nl/en/publications/find-a-publication/education-system-brazil.pdf


[iii] https://www.ef.com/wwpt/epi/regions/latin-america/brazil/

[iv] https://monitor.icef.com/2015/08/the-brazilian-market-for-english-language-learning/

[v] https://worldpopulationreview.com/world-cities/sao-paulo-population/

[vi] https://www.worldatlas.com/citypops.htm

[vii] https://vevesworld.com/sao-paulo.html

[viii] https://www.en.investe.sp.gov.br/why-sao-paulo/diversified-economy/gdp/

[ix] https://www.sao-paulo.com/v/economy/

[x] https://lsecities.net/media/objects/articles/sao-paulo-urban-transport-infrastructure/en-gb/

[xi] https://www.lonelyplanet.com/brazil/sao-paulo/introduction

[xii] https://www.pwc.de/de/internationale-maerkte/assets/doing-business-and-investing- in-brazil.pdf

[xiii] https://www.en.investe.sp.gov.br/why-sao-paulo/