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Member Spotlight - Knikki Hernandez
NASE member Knikki Hernandez is the founder of Turning The Tide Tutoring LLC in Ruckersville, Virginia, where she helps students become confident, independent writers by teaching them to turn their ideas into clear, effective writing.
With more than a decade of experience as a high school teacher, Knikki has worked with students of all skill levels and recognized that many understand concepts better than they can express them. Her structured, step-by-step approach helps students build confidence, strengthen organization, and develop critical thinking alongside their writing skills.
Through her four-stage program, students progress from learning the basics of clear expression to becoming independent thinkers who can communicate with confidence in school, college, and beyond.
When and why did you join NASE?
I joined NASE several months ago because I heard about your scholarship opportunities for small and independent businesses.
What inspired you to enter the field you are in?
I’ve known since I was a child that I was born to be an educator. Additionally, the amazing professors and teachers that I had in my K-12 education and at the university level solidified my decision to enter the field and inspired me to continue my mission to help students with academia, entrepreneurship, and life.
Additionally, as a student, I know the power of having an educator who cares about you personally. When students feel safe, supported, and stimulated, they become inspired to discover themselves and their own purpose in life. Each day is a wonderful challenge that brings new opportunities to help them grow, learn, and follow their dreams.
When and why did you start your business?
I started my business in January of 2025. The reason I created Turning The Tide Tutoring is because I imagine a world where people of any age can access empowering knowledge from real-world experts and teachers who can help them achieve their personal and professional goals.
In traditional education, students receive very little one-on-one attention throughout the school day, which enhances a conformity model turning them into adults who are often so busy that they don’t take time to empower themselves. My focus, however, is to pair students with educators in one-on-one and small group settings to receive a personalized and tailored education that helps them reach their goals. I also realized that if I wanted to scale this concept, I would need help from other passionate educators and subject-matter experts to provide assistance in areas that are not my specialty. This helps me to connect with motivated learners anywhere around the world for any subject.
How do you market your business?
Currently, I market my business via Facebook, Instagram, LinkedIn, and YouTube. We utilize organic social media outreach to provide thought-provoking and helpful educational content for parents and students.
What challenges have you faced in your business? How have you overcome them?
The main challenge that I have experienced is that my organic reach feels limited on social media. In order to expand my reach, I have to pay for paid ads on a teacher’s salary that is already stretched thin.
Do you have any employees?
I do not have any employees. I have independent contractors that make their own schedules. When the business scales, I will definitely be in search for people who can help me on a full-time basis.
What’s your schedule like, what’s a typical day for you?
A typical day for me involves working as a full-time teacher and then coming home to tutor students who need assistance with their academics. On my off days, I spend time writing educational blogs and building programs for students. I’m currently collaborating with an actress on providing improvisation and acting classes for children ages 8-18 that’s available at https://actingwithpippi.com. We’ve also created an amazing pickleball program for people of any age that helps them build their skill and knowledge of the game in the Charlottesville area. This can be found at https://aydonpb.com. Turning The Tide Tutoring is also in the initial stages of building a cybersecurity program as well as offering voice lessons for singers as well as traditional academic support for students taking traditional classes.
What’s the best thing about being self-employed?
The best thing about being a teacher-preneuer is having a creative outlet that allows me to explore what I am truly capable of as an educator.
What’s the best compliment you’ve ever received from a client?
This is one of my favorite reviews from a client: Ms. Knikki Hernandez has been an incredible guiding light for me since the start of high school. Her dedication, attention to detail, and deep knowledge have helped me navigate the complex world of internship applications. Thanks to her support, I was accepted into several programs that have opened doors to top internships, serving as crucial stepping stones in my journey.
What truly sets her apart is that she’s not just a tutor; she has become a mentor and a source of constant encouragement. Her belief in my potential motivates me every day, and knowing I have someone like her in my life makes a huge difference. Thank you, Ms. Hernandez!
What’s the most important piece of advice you would give to someone starting their own business?
Join a network of driven, ambitious, and like-minded people who dream big and associate with them often. This is the antidote to the modern day pandemic of mediocrity.
Which NASE member benefit is most important to you?
Right now, it’s the grant opportunities. As a self-funded business owner, I’m always looking for chances to expand my educational programs and reach more people.
Any other information you would like to share?
I realize that during these uncertain economic times parents need as much support and flexibility as possible. At Turning The Tide Tutoring, we are committed to providing the highest quality educational support for families across the economic spectrum.