The Swann School of Protocol

What The Swann School of Protocol does

The Swann School of Protocol (SSOP) is a Carlsbad, California-based etiquette training institute founded in 2003 by Elaine Swann and operated by the legal entity Decorum Ventures, Inc. It delivers a structured portfolio of certification programs, live classes, and corporate training built around a proprietary six-domain etiquette curriculum covering Business, Dining, Adult, Teen, Children's, and Tea Etiquette. The core platform is a Teachable-hosted learning management system for self-paced online course delivery, supplemented by in-person programming at the Carlsbad headquarters and via a nationwide network of 30+ independently licensed schools.

The revenue model is multi-stream and asset-light. It combines one-time licensing fees ($1,750 virtual, $2,250 in-person) plus ongoing $97/month owner subscriptions for certified licensees, individual $250 specialty certifications and a $1,000 five-tier bundle, a $17/month premium membership for specialized certification holders, in-person classes and summer camps ($60-$70 per student), corporate training engagements, and book sales. Distribution is hybrid: direct-to-consumer online sales through Swann's own e-commerce, geographic lead referrals to franchise licensees, and direct enterprise sales for corporate clients including Merrill, Cisco, and Bank of America. Marketing relies on founder-led earned media (TODAY, CNN, NYT, WSJ), search-driven content, social channels, and an annual conference ecosystem (SwannCon, Elevate Etiquette).

The business is fundamentally founder-dependent, with 1-10 employees, no external investment, and a small omnichannel footprint. The primary customer segments are children/teens, adults, families, aspiring etiquette consultants (licensees), and enterprise clients. The company is the first Black and female-owned etiquette licensing program in the United States, and its competitive position rests on Elaine Swann's personal brand, the licensed operator network, and bundled business infrastructure rather than technology differentiation.

Name

The Swann School of Protocol

Legal name

Decorum Ventures, Inc

Website

https://swannschool.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

The Swann School of Protocol is a Carlsbad-based etiquette training institute founded by Elaine Swann that certifies individuals as etiquette consultants through a licensed school model and delivers corporate training, in-person classes, and online courses across the U.S. and internationally.

Ownership category

akta.pro rank

Product category

Professional Etiquette Training

NAICS

Professional and Management Development Training (61143), Educational Services (611)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Sales & Customer Service Training (EDAGANAC)

akta.pro secondary industries

Professional Development / CPD Requirement Administration for Licensure (EDADAJAL), Digital Learning & Course Subscriptions (CRAFAIAD)

Keywords

• Etiquette training services
• Professional certification programs
• Corporate training programs
• Social skills education
• Children's etiquette classes

Headquarters

HQ city

Carlsbad

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Certification & Licensing Program: One-time upfront fee for comprehensive business licensing, including five certification programs, business setup, Master Class training, and launch support. Virtual option at $1,750, in-person at $2,250. Ongoing monthly owner subscription at $97/month.
2. Individual Course Certification: Self-paced online courses at $250 each for specialized etiquette certification. Includes digital workbook, certificate of completion, and lifetime alumni status. Payment plans available (2 payments of $125 or 4 payments of $65).
3. Course Bundles: 5-Tier Bundle combining Business, Dining, Adult, Teen, and Children's Etiquette courses for $1,000 (regularly $1,250). Payment plan options available.
4. In-Person Classes & Events: Direct sales of in-person etiquette classes including summer camps ($60-70 per student), family dining events ($30 adults, $15 children), and workshops. Multi-student discounts available.
5. Premium Membership Subscription: Monthly membership at $17/month or annual at $170 for certified professionals. Includes monthly training sessions with Elaine Swann, access to templates, lesson plans, and community resources.
6. Corporate Training: Enterprise training engagements with corporate clients including professional development and team building programs.
7. Books & Resources: Sale of etiquette books including 'Let Crazy Be Crazy' ($16.95 paperback, $19.95 hardcover), 'A Distinctive Approach', 'Going Public', 'Gracious Living' (all $12.95), and curriculum materials.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels6 records

Core offering

The Swann School of Protocol provides etiquette training, certification programs, and a business licensing system. It sells individual self-paced online etiquette certification courses ($250 each), a comprehensive certification and licensing program for aspiring school owners ($1,750-$2,250), corporate training engagements, in-person classes and summer camps for children and teens, ready-to-teach curriculum materials, published books by founder Elaine Swann, and recurring membership subscriptions. The company also licenses the Swann School brand and a turnkey Business-in-a-Box to independent operators who run 30+ Swann Schools across the U.S. and internationally.

Product overview

The Swann School of Protocol is a nationwide etiquette training institute offering a comprehensive portfolio of certification programs, professional training, and educational resources. The core offerings include two distinct certification tracks: (1) the Etiquette Certification and Licensing Program ($1,750-$2,250) for those seeking to operate as licensed Swann School owners, providing five certification courses plus business setup and ongoing support, and (2) Specialized Etiquette Certification courses ($250 each) for individual professional development in Business, Dining, Adult, Teen, Children's, or Tea Etiquette. The 5-Tier Bundle ($1,000) offers all five core certifications at a discounted rate. Beyond certification, the company provides corporate training services, in-person classes for children, teens, and adults, Kids Etiquette Summer Camp, annual conferences (SwannCon), and the Elevate Etiquette virtual mid-year conference. The product ecosystem also includes ready-to-teach curriculum materials for Children's and Teen Etiquette ($125 each), published books by Elaine Swann, and membership programs for ongoing professional development.

Differentiator

Problem solved

Functional benefit

Brands

• SSOP: Acronym for The Swann School of Protocol, used in internal communications and owner portal references.
• Swanniverse
• SSOP Owner Portal

Products and services

• Etiquette Certification and Licensing Program Comprehensive certification and licensing program providing five self-guided online etiquette certification courses (Business, Dining, Adult, Teen, Children's Etiquette) plus a Business Development Master Class with Elaine Swann. Includes a personalized website, hosting, business setup, launch support, and ongoing owner resources. Virtual: $1,750; In-Person: $2,250. Designed for aspiring entrepreneurs who want to operate a licensed Swann School under the SSOP brand.
• Specialized Etiquette Certification Courses Self-paced online certification courses at $250 each for individuals seeking specialized credentials. Includes digital workbook, Certificate of Completion, Fast Start Biz worksheet, and lifetime alumni access. Six certification areas available.
• 5-Tier Bundle Bundle of five certification programs (Business, Dining, Adult, Teen, and Children's Etiquette) for $1,000 (regular price $1,250), with flexible payment options including 2 payments of $500 or 4 payments of $255. Designed for individuals seeking comprehensive etiquette credentials at a discounted rate.
• Corporate Training Professional etiquette training services for corporate teams designed to increase professionalism and establish superior standards of conduct. Delivered to enterprise clients including Merrill, Cisco, and Bank of America. Pricing quoted upon request.
• Kids Etiquette Summer Camp Week-long in-person summer camp for children ages 7-12 covering confidence, self-presentation, making friends, conversation skills, kindness, dining etiquette, and teamwork through interactive lessons, role-playing, games, arts and crafts. $60-$70 per student depending on age and format, with a $25 sibling discount per child when registering two or more.
• Teen Etiquette Classes In-person classes for teenagers covering technology etiquette, social skills, confidence, communication, and public behavior, including hands-on dining etiquette experiences during pizza parties.
• Kids Etiquette Classes In-person classes for children covering technology etiquette, social skills, communication, and confidence, including activities and real-life examples.
• Adult Etiquette Classes In-person classes for adults covering self-presentation skills, communication skills, proper social skills, and public behavior.
• Children's Etiquette Curriculum Ready-to-teach etiquette curriculum for educators, parents, and program leaders. Includes facilitator guides with step-by-step instructions, downloadable student handouts, and engaging activities. $125 one-time purchase.
• Teen Etiquette Curriculum Ready-to-teach etiquette curriculum for educators, parents, and program leaders to help teens build confidence, poise, and social awareness. Includes facilitator guides, downloadable student handouts, and engaging activities. $125 one-time purchase.
• Etiquette Books by Elaine Swann Published etiquette books authored by founder Elaine Swann, including 'A Distinctive Approach' ($12.95), 'Going Public' ($12.95), 'Gracious Living' ($12.95), and 'Let Crazy Be Crazy' (Paperback $16.95, Hardcover $19.95).
• Elaine Swann's Book of Modern Etiquette Required hardcover reading for certification programs. Covers modern manners, digital etiquette, dining, business, and everyday social interactions. Ships directly to the purchaser.
• LIVE Etiquette Certification and Licensing Master Class Live master class with Elaine Swann for those in the Certification and Licensing program, providing direct instruction and business development guidance.
• Elevate Etiquette 2026 Mid-Year Virtual Conference Virtual conference for etiquette professionals featuring expert-led sessions, business growth insights, modern etiquette strategies, and industry conversations. Includes 30-day on-demand viewing. $67.
• Certified Etiquette Instructor Screening Segment Screening process for individuals to work as dedicated instructors with Swann School of Protocol owners. Includes background check, team readiness assessment, and social media audit. $150 administrative fee, plus an ongoing $27/month membership fee.
• SwannCon 2027 Annual in-person conference for etiquette professionals, held annually in January. Provides training, networking, and business development for licensees and certified professionals.
• Premium Membership Program Membership for Specialized Etiquette Certification holders providing monthly training with Elaine Swann, weekly business development, free templates, global community access, and private Facebook group. $17/month or $170/year.

Quantifiable outcome

• Over 50 individuals licensed as Swann School owners since 2017
• +1 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Licensed Swann School OwnerscoreChannel Partner/ Reseller/ Distributor · 1 November 2017Franchise/licensee network of 50+ independently operated Swann Schools across the United States and international locations. Licensees pay ongoing subscription fees and receive business infrastructure, curriculum access, marketing resources, and lead referrals. Licensees retain 100% of revenue from their clients with no commission or royalty requirements.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• American School of Protocol: Etiquette training and certification school founded by Anji McCourt, offering youth, adult, and corporate programs. Direct competitor with parallel certification and licensing model structure.
• The Etiquette School of New York: Etiquette training school offering courses for children, teens, adults, and corporate clients in business etiquette and protocol. Direct competitor serving the same customer segments with similar in-person and online delivery models.
• Minding Your Manners: Texas-based etiquette school offering children's, teen, and adult programs with corporate training services. Direct competitor in the same regional etiquette training category.
• Etiquette Factory: Children's etiquette curriculum and training programs sold to schools, teachers, and parents. Direct peer focused on the children's segment with comparable ready-to-teach curriculum products.
• Emily Post Institute: America's most recognized etiquette authority, offering etiquette training, books, and corporate seminars. Direct competitor in the same etiquette instruction category with similar target customers (individuals, families, corporate clients) and analogous product structure.
• International School of Etiquette: Etiquette training school offering certification and licensing programs for aspiring etiquette consultants. Direct peer operating a similar franchise/licensing model structure.
• Beaumont Etiquette: Luxury etiquette school founded by Myka Meier offering children's, teen, adult, and corporate classes. Direct competitor in the high-end etiquette training category with similar corporate clientele.
• The Protocol School of Washington: Etiquette school founded by Patricia Rossi offering business, social, and children's etiquette training including certification programs. Direct competitor in the same training and certification category.

Broad incumbents

• SkillPath: Corporate professional development training provider covering business skills, leadership, and workplace conduct topics. Broad incumbent offering overlapping corporate training capabilities though not specializing in etiquette.
• Debrett's: British etiquette and manners authority offering training, books, and editorial content. Broad incumbent in the etiquette category with international recognition and established consumer brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCcqsjeq-cD6UU-C1DQ1VcxQ
• Facebookfacebook.com/theswannschool
• Instagraminstagram.com/theswannschool
• Xx.com/swanntisa
• LinkedInlinkedin.com/company/swann-school

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Swann School of Protocol