For most of us, the concept of driving school conjures up images of stern instructors lecturing students about the rules of the road so they don’t flunk their road tests. Rarely do students form any kind of connection with their instructor, whom they usually never see again after getting their licenses. But the same cannot be said of Billal Qazi, owner and founder of Arrowstar Driving School in Scarborough, Ontario. Qazi established Arrowstar in September 2007 after honing his craft for 15 years. He has seen a lot of independent driving schools come and go in that time, and, from their examples, he’s learned a lot about what works, and what doesn’t.

Qazi is not your typical driving-school owner and instructor. Many drivers’-ed programs provide little more than basic competency in the fundamentals, but he’s out to change that with a vengeance by making the roads a safer place for all of us. In addition to Arrowstar’s impressive in-class learning environment, Qazi has made sure that his road-lessons are instructive, but in a cool and trendy way that will appeal to his predominantly younger clientele. For him, the key to his success is his ability to relate to his students, and he is aided in no small part by the school’s online presence, strategic use of social media, and celebrity event promotions. But even with his love of the spotlight, Qazi doesn’t forget that educating and caring for his students is the foundation of his business and priority one.

We recently had the chance to sit down with this connoisseur of the road to learn more.

TDM: What made you want to become a driving instructor?

BQ: It all started back in 1994, when I was still in high school. My father instilled some great values and guided me to take the driving-school course at Centennial College in Ontario. I was a high-school student amongst college kids, but I knew this would benefit me in the long run. I wasn’t ready to instruct students while still a teenager, so I went to school to become a microcomputer analyst. But even while working towards my degree, I knew my passion was for helping others, and that I could fulfill that through drivers’ education.

TDM: When did you decide to open your own school?

BQ: I took my time to really learn the tricks of the business and to get financially and educationally comfortable with the decision. I gained a lot of experience and took extra courses to prepare me for all the challenges ahead. I was prepared as an in-class instructor as well as on the road.

My goal was always to own my own driving school, but it’s all about being prepared. I opened Arrowstar four years ago across from a local high school and shopping mall, in a young-family housing area. My business plan was to market my driving school to these high school students and to build my clientele from there.

TDM: What sets you apart from other instructors?

BQ: I’m an instructor that these students can relate to. I’m not your typical older and by-the-rules driving instructor. My students are in awe when I pull up in my Acura 1.7 EL that’s fully loaded, including a leather interior and 17” shiny rims. It definitely isn’t your father’s Toyota Corolla. I even play soothing music in the car at a low volume to make them more comfortable, which will decrease the amount of mistakes they might make. I don’t teach by the book, but, don’t get me wrong: these kids are in boot camp once we get started. I might be friendly and joke around with them, but it’s not going to be easy. My desire is for these kids to gain knowledge and to use it for the rest of their lives; it’s not about just teaching them to make a three-point turn and how to pass the test. I make the learning environment fun, but in a responsible way.

Getting the students to like and respect you is the first step. I mentor these kids in and out of the car: it’s not just about driving. I want all my students to be collision-free. They look forward to their lessons, [and] I put them in scenarios that no other instructor would and that will help them for the test and beyond. My goal is for them to gain important information and knowledge in a cool, relaxed, and trendy way.

TDM: What are your goals and challenges as an owner?

BQ: My goal is to be the number-one driving school in Scarborough. I have built this company from the ground up with that sole intention. There will always be people that criticize me for my techniques. There is a lot of low-balling in the business as well, which to me doesn’t help anyone. Our prices are fair and reasonable compared to other schools in the area, and that’s with a great roster of instructors. I truly believe that providing the best education coupled with some passion and care will win at the end of the day.

TDM: How do you attract new clients?

BQ: We’re really embracing social media as a tool we can use to market and promote Arrowstar. We’ve had many clients find us on Google, through our Facebook page, and with Twitter. Another successful marketing tool has been our YouTube testimonials from our very own students. All of these methods specifically target the youth of today and relate to their lives. In this day and age, you have to adapt as a company and embrace new technologies. If a student feels like this a cool place to go, that is what we want, but once they get here they will learn it’s not all fun and games.

We also have event promotions with some celebrities to grab the attention of our younger students. We’ve had many celebrities come out and support Arrowstar, including Dwayne De Rosario, Canadian soccer star and Toronto FC captain, as well as R+B stars Shawn Desman and Massari.

TDM: Any big plans for the future?

BQ: In a year or two, I would love to open up more locations in the Scarborough area and beyond. Expansion is in the plans, but it needs to be at the right time. Our goal is still to capitalize on the students in the area, so expect our next location to be around another high school.