Growing your studio doesn’t have to be stressful, right?
There’s got to be a better way; a better way to streamline marketing and sales, and get more students… right?
Yep, there is…
Hey, I’m Austin Roberson—Founder & CEO of Studio Studio, the all-in-one marketing automation tool for studios, and in this video, I’ll share with you my unique approach to growing your studio & scaling up fast.
Maybe you’re in a place where you’re already successful, but you constantly feel behind…
Or perhaps you’re growing quickly, but so is your to-do list…
Or maybe you’ve got a different problem because, for whatever reason, you can’t seem to get more students than you had last year so every year ends up the same 😩
These 5 pillars will help you build the foundation for rapid studio growth, so that you can stress less, get more students, and scale up fast!
With increased consumer engagement rapidly expanding in the digital sphere, how do we create purposeful boundaries and opportunities for engagement in our dance studios? The line between the personal and professional can often be blurry in this sphere, and it’s caused a serious digital dilemma. If we embrace the strategic potential of the platform versus resisting change, it can result in exciting and meaningful growth for our businesses.
THE DIGITAL DILEMMA:
The ability for us to “be connected” all the time is certainly a recognized dilemma in our society. While it is amazing to have the ability to remotely check-in, it is also putting a strain on our mental health and emotional well-being. Purposeful boundaries are necessary in order for us to continue thriving in our businesses, our creativity, and our personal lives.
In the New Year, try the following:
Schedule Phone-Free Times Each Day
Schedule Email Checkpoints to Refrain from Constantly Refreshing Your Device
Make Your Time Spent Online Intentional: Try to Refrain from Mindless Scrolling.
Set Boundaries (and Enforce Them) re: Social Media Engagement. Business Questions should be handled via email or through the office.
Make Sure You Maintain and Enjoy Non-Digital Activities
Keep Dance Classes a Digital Distraction-Free Space (for students + instructors)
THE DIGITAL STRATEGY:
Want to continue the conversation? Join us on Instagram Live at @stagedoordanceproductions on Thursday, January 30th at 1pm (EST) for digital tips and techniques that have worked for us!
Looking for more great ideas to navigate the Digital Dilemma at your studio? Check out the following articles:
When I first opened my studio over 20 years ago, I had a big learning curve when it came to all things human resources-related—interviewing, hiring, firing, payroll, benefits, and everything in between!
One of the biggest lessons I learned right away is that hiring great people for my team was a lot of WORK, especially when it came time for interviews. It was not always easy to discern who would really be a good fit for the team and it took way more preparation than I thought! But just like with dance, practice makes progress, and I’ve made a LOT of progress.
I’ve also discovered that I really enjoy providing meaningful career opportunities for others. Watching people flourish in their roles at the studio is one of the most fulfilling aspects of running a business! And it all starts with getting the right people on board in the first place, which means making sure the systems behind the interview process are in top-notch shape. With that in mind, I created this list of 6 Best Practices for Interviewing Job Candidates, and I hope it will serve your studio as well as it has mine!
Implementing these ideas has had a profound effect on my hiring choices and continues to inform my decision-making when it comes to bringing new people to our team. Keep reading to see my 6 Best Practices for Interviewing Job Candidates.
Here are my 6 Best Practices for Interviewing Job Candidates:
Looking for more tips for hiring an excellent staff? Check out the following articles:
When coaching studio owners, one of the most common topics we discuss is people. Specifically, dance studio faculty and staff. There are so many factors to consider when hiring people, onboarding them, integrating them into your studio culture, and holding them accountable for a job well done.
One of those factors that I think sometimes doesn’t get enough attention is the coaching required—the ongoing advice and guidance studio owners must give each individual team member so they can personally learn and grow, and so the business can achieve its goals. As studio owners, we are responsible for establishing this essential communication loop throughout an employee’s tenure with us.
Amazing results come from employees who are motivated and committed to doing their best work, and who feel supported by their leader. Leadership is about serving as much as it is about directing, and part of that service is coaching. Through your coaching efforts, the personal connections and “lightbulb” moments that happen are invaluable!
Keep reading to help your team members achieve more with my Top 6 Ways to Coach Your Team to Success.
Looking for more great studio staff coaching ideas? Check out the following articles:
Being a studio owner and achieving a work life balance can seem flat-out impossible! But what if we are just thinking of the word “balance” in the wrong way?
I’ve come to the conclusion that we have to change our definition of the word. Instead of “balance” meaning equal attention at all times, I propose that we adopt the mentality that “balance” means the right amount of attention at any given time. In other words, we could stop striving for the seesaw of our lives to be level. We could strive instead to make sure it functions well; that each side can go up and down as needed. That, to me, is more like a balance that reflects real life!
For example, there will be times where you simply need to be all-in with your family. Maybe you have a vacation planned, a new baby, or an emergency. And there will be times that you’re all-in with the studio because it’s peak registration or recital week or an employee quits. Just because you are all-in with one area of your life doesn’t mean you’re doing something wrong! There will always be some give-and-take, and the balance may shift accordingly.
So what can you do to achieve just the right (proportionate!) balance in YOUR life day-to-day? Keep reading to learn more about my 4 Tips to Achieve Your Best Work Life Balance.
Looking for more tips to help with work life balance? Check out these other articles and resources:
Business growth: it’s something every studio owner desires!
Whether it’s more students, more staff members, more space, more financial freedom, or more time at home, at some point or another, we all want MORE for our studios.
Growth can be great! It means your business is healthy, and healthy things grow! But business growth usually doesn’t come without a few growing pains. As your studio expands to accommodate more people or more space, or as you step out to spend more time at home, you’ll probably notice that some of your existing systems don’t work as well anymore. I often tell the dance studio owners that I coach, “Every time something your business doubles, all of your systems break.”
If you are in a position where you are seeing your numbers rise and your systems aren’t quite keeping up, take advantage of this opportunity to make some key updates in the way you organize and communicate before the new year starts. Keeping up with your studio’s growth—and then staying ahead of it—will allow you to maintain its health. Don’t ignore the warning signs that you need to make improvements. Warning signs might include things like customer confusion or dropping balls on details and follow up.
If these types of things are happening to you, it’s probably time to dig in to some new resources that will help improve your systems!
Keep reading to learn about my 5 Tools to Implement for Business Growth.
Looking for more dance studio staff insights? Check out these other articles and resources:
Overloaded. Scattered. Forgetful. Late. Have you ever felt that any of these words describe you as a studio owner? I once did. Other studio owners tell me often that they too, have been consumed by their work and feel like they are constantly in need of help. The one thing that made a difference for me? Hiring the right studio staff for my team. An amazing group of employees is a huge game-changer. I call mine the Dream Team.
The process of hiring can be one of the most daunting tasks for a studio owner. You feel a lot of pressure (from yourself!) to make a good decision; one that at best, could benefit your team for years to come and that at worst, could create a toxic environment. Hiring someone who is a good fit for your business is truly win-win: you get the help you need to run an organized and efficient studio, and your new employee obtains a job at a meaningful place to work.
Before taking the first step in your hiring process, be sure that you know what it is that you’re hiring for. I recommend writing up a job description: include the job title, responsibilities, and the qualities desired in your ideal candidate. This job description will be for your internal use only, so expect that it might change somewhat once you’ve found a great person to hire and want to adapt the position to their strengths. For now, the description is simply your guideline. Having it prepared gives you a starting point for the way you need to advertise the job opening, and for the types of questions you might need to ask during interviews.
Once your hiring needs are clear, it’s time to prepare a job listing or advertisement. This is the information you’ll post online, such as on Indeed or Craigslist, or through other hiring avenues, such as your local university or community newsletter. Be sure to tell your current staff members that you’re looking to hire; I often find that getting referrals from my employees is far more successful than any other method. Birds of a feather do flock together after all!
After your job description and job listing are complete, it’s time to focus on the big task ahead: the hiring process itself. Your diligent attention to the details can make all the difference! Normally I have a whole list of tips and ideas for you for each topic, but hiring is different. There are really only two rules you need to heed for hiring.
Keep reading for my “THE ONLY 2 TIPS FOR HIRING” so that you can build your very own Dream Team:
Looking for more dance studio staff insights? Check out these other articles and resources:
Dance studio owners know that running a studio is a rewarding and joyous experience; there’s truly no other life like it! From the moment you open your doors, your mission is to make an impact on the world through dance. But even with the greatest of missions, there will still be times when things get tough—times when you question yourself or don’t know where to turn for help.
When those moments happen it can be helpful to talk with your peers, just to have someone who understands really LISTEN to you. But do you know what is even more beneficial? Seeking out a mentor—someone who can not only listen, but also inspire you to be your best, solve problems, raise your perspective, help you develop better leadership strategies, and coach you through big decisions.
Finding the right mentor can sometimes take a bit of work, but the payoff is awesome when you’ve found someone you respect and trust. Having had a few different mentors over the past two decades, I can honestly say that each one brought a unique and timely perspective to my life when I needed it.
Before you search for a mentor, think about what you want to achieve from the relationship. Do you want to work with someone who has knowledge of the dance industry, or would you prefer to have a mentor who comes from a different professional background? Do you want to meet on a consistent schedule, or keep things open-ended? How much time do you hope to spend with your mentor?
The answers to these questions will help prepare you to find a mentor who is the best fit possible. All it takes is a little planning, and a willingness to put yourself out there and meet new people.
Keep reading to learn about my 5 Ways to Find a Mentor:
Looking for more insights for dance studio owners? Check out these other articles and resources:
Should I step back from teaching to focus on studio business?
There are only 2 questions you need to answer to make this decision.
I meet a lot of studio owners in my travels, and there seems to be one thing that unites us—we all have a similar backstory. Somewhere along the way in life we fell in love with dance. We became dedicated to creating a career out of dance; we were passionate about the power of dance to change lives; and we were resourceful at using our skills and connections to make a difference in the lives of others.
I believe that studio owners are unique in this way, and this passion for sharing our love of dance is what drives us to succeed. But as we grow in our studio careers, we realize that the job of running a studio is about so much more than dance. We discover that we need to learn how to lead people, manage accounting, develop programming, understand new marketing trends and more. As your studio grows, the business needs can begin to rival the artistic side for your time and attention.
When this happens, you might feel like you’ve come to a crossroads. I know I did! This is where you have to start making decisions about the best place to direct your focus in this new season of life.
Should you step back from teaching to focus on studio business? Continue reading to see the only two questions you need to answer to make this decision.
Looking for more dance studio owner insights? Check out these other articles and resources:
Over the years, I have bought a couple of businesses and I recently even looked into buying a national franchise and negotiated for close to a month before I decided not to buy. But it wasn’t until last year, when I decided to offer my dance studio for sale, that I realized how many questions get fired at you when you’re in the selling seat.
Even though I had been a buyer and had asked a bunch of questions, when the tables were reversed I was sometimes rather taken aback by what was asked!
In a nutshell, I started a preschool dance school and built it to a couple of locations, had a solid, loyal student base and after nearly 2 years decided I needed to sell it for a range of reasons, primarily because I had competing opportunities and limited time. Luckily, I had approached my dance studio from the outset in a very organized and systemized fashion.
Questions Potential Buyers Asked Me
Are the venues locked in place and secured for the next 6-12 months?
What are the rentals, and where’s the paperwork outlining the agreement that the set days and times are secured for this dance studio?
Have you told your teachers that you’re selling?
If yes, how did they react? If not, why and when will you?
Have your teachers asked you if they can buy the studio?
Why don’t they want to buy it?
My note on this: I decided to tell my teachers as soon as I’d made the decision to sell and I offered them the business. They weren’t in a position to buy it, so, after they were made aware but declined, I looked further afield.
I waited a few days to see if the teachers changed their minds. Then, I approached other dance schools and dance teachers to see if they might like to buy the business.
How many students are there?
What is the life cycle of a student?
What profit is made per class per student less costs?
What is the gross and net profit per year per student?
What is the detailed P/L (profit and loss statement)?
Is this studio profitable? Is this studio in the red?
What’s the largest cost/s?
What are the fixed costs and variable costs?
Does this business have any outstanding debts/liabilities?
About Parents and Students
Do they know you’re selling?
Have you told them?
How have they responded?
If you haven’t told them when are you planning to?
About Other Dance Schools
What other dance schools are offering similar classes?
What price are they charging per term for similar classes?
Money seems to be the focus
Interestingly, I noticed that most of the questions related to money – profit, turnover, price per student, profit per student and all the financials. People also wanted to know about the staff and whether they would stay on. The teachers in my business were a critical piece of the puzzle since I myself wasn’t teaching in the studio; in some studios this might not be so important.
What I found amazing was that no one was really that interested in the brand, the goodwill, the dance programs I’d created or the social media following. The main value they saw in the business was in the monetary side of things, student numbers and staff retention.
What the selling experience taught me was that unless your business systems are tight and your financials are solid it will be very hard to sell a business based on reputation, name or quality programs alone. That being said, those aspects are really important to the success of the studio and therefore the profitability, so they are still important.
I have attributed this to the fact that a lot of dance teachers who acquire other dance schools will make the assumption, rightly or wrongly, that they already have their own programs, reputation, and branding. Therefore, they don’t need to worry about yours as they will just bring the acquisition under their already existing umbrella.
At the end of the day, selling a dance studio is the same as selling any business and a buyer, like a property buyer, wants to know that what they are buying has value and profit.
Ensuring that your business systems, financials and all fees are paid is going to be key when and if you need to sell your dance studio.
Emma Franklin Bell is an entrepreneur, author and mentor. In 2014, she sold 2 small businesses in the children’s entertainment space. She has written and published a book, and mentors dance teachers on the strategic direction of their business. She is based in Australia.
By now your studio’s season is officially in full swing and your classes are humming along. Your students and their families are getting used to their new dance schedules, school commitments, and carpools. Your staff members have also settled into your new routines around the studio and you are starting to find your “new normal” with the fall schedule. It can be such a satisfying feeling as a studio owner to finally feel like the pieces of your puzzle have fallen into place!
It’s completely fine (and encouraged!) for you to celebrate the success of starting off the new season right. But don’t let that satisfaction turn into complacency when it comes to your leadership: your team is on the front lines of service every day, and they need your active support, direction, and motivation to keep moving forward and offering up their best selves.
It’s probably been at least a few weeks – maybe more – since your new-season kickoff meeting with your team, which means it is the perfect time to re-cast your expectations and set the pace for the year ahead.
Keep your staff members feeling excited to come to work and on the right track by implementing these 3 Best Practices For Coaching Your Dance Studio Staff This Fall:
Looking for more great studio staff management ideas? Check out the following articles:
One element of the dance studio that can make or break your business is your dance staff. From executive roles to administration to instructors, every piece of the dance staff puzzle must fit perfectly to implement a smooth operation that reflects your culture, mission, and brand. This begins with the hiring process and leads into detailing roles, responsibilities, and expectations.
In order to keep your studio running the way you would like, you must consistently:
Offer feedback and training sessions
Know when it is time for a staff member to move on to another venture.
Undoubtedly, staff management is one of the most challenging components of owning a business. You are bringing together an assortment of people with entirely different backgrounds. That group is then supposed to maintain and uphold the values and beliefs of your entire business environment.
Additionally, you are not dealing with employees in a competitive academic market (like, technology companies, for example). Most of the time, you are dealing with artists that may underestimate the underlying business strategies required for dance studios. Creating and maintaining a “dream team” staff takes time, energy, commitment, and frequently, mistakes, to ultimately create a team that pushes your business towards greater success.
STEP 1: Defining Leadership Roles
Within your business, it is absolutely essential that you have explicitly detailed and defined roles of who is in charge of each facet of the business. At The Dance Exec’s Studio, the executive role is broken down into two divisions: Business Manager & Artistic Director.
The breakdown of your executive duties may differ (as may task assignments), but the duties required will be similar for all studios. This insures completion of tasks and organizational efficiency.
The Business Manager oversees the logistical and financial operations of the business. This includes: accounting, payroll, building maintenance and repair, cleaning of the facility, registration and enrollment, and all financial transactions. If a particular item is beyond the Business Manager’s skill set, it is their responsibility to arrange and oversee its completion (i.e. tax preparation or serious repairs). The Business Manager is the only person at The Dance Exec’s Studio that handles money.
The Artistic Director oversees class scheduling and curriculums, staffing, parent and student issues, the competition team, the work-study program, recital planning, community partnerships, and marketing. The Artistic Director also oversees the Business Manager’s transactions.
In reading these descriptions, you can see that each role is detailed. If you attempt to manage all of these tasks independently, it is very likely that something will get “lost in the shuffle”. You should never let one area of your business suffer because it becomes “too much” work.
Running a dance studio is a very involved process, and you must guarantee that you have the help needed to make your business a true success. (Please note that help does not have to be employees. It can be an accountant, maintenance person, cleaning service, etc.)
Additionally, it is important to note that “too many hands in the pot” can be just as frustrating as not having enough hands. The executive roles and responsibilities are critical to the success of your business, and you should avoid carelessly distributing the roles to multiple staff that may not have accountability or investment in your brand. At the end of the day, studio owners cannot independently accomplish everything that is required of their business, so it is important to delegate tasks to people you trust.
STEP 2: Finding the Perfect Cast
When you are venturing into the hiring process, think of the procedure as casting a show. Each role needs just the right person. If you cast the tenth best person for a part, your ticket sales and show reviews will not soar. The same goes for your in-studio hiring considerations. If you miscast a role with the wrong instructor, it will lead to more headaches for you and your business.
Take the time to make the right choices, but do not be afraid to correct an incorrect choice. Everyone makes mistakes, and this is certainly a learning process.
How do you go about finding your instructors? Many studios rely on online postings, local college programs, or former students.
Whatever search techniques you utilize, it is imperative that your ad postings be reflective regarding the quality of instructor you are seeking for your business.
What character traits do you value? For The Dance Exec’s Studio, we reiterate that prospective employees must be motivated, enthusiastic, professional, punctual, and organized. We also value educational and instructional experience, especially with children.
In our posting, we ask that interested candidates provide a cover letter, resume, and headshot. This request alone will assist in weeding through candidates that are not detail oriented enough to be a part of our business.
In candidates’ responses to your posting, you should look for the following:
The prospective instructor should include a resume, headshot, and cover letter (per your request). If anything is missing from their response, you should immediately eliminate them from your search because it shows they cannot follow very basic instructions.
The resume should be properly formatted and condensed to one page. The experiences listed on each person’s resume should be checked for accuracy (internet searches greatly help with this process). If a person lies or exaggerates on their resume, you should eliminate them from your list of potential candidates.
In the cover letter and resume, check for use of proper grammar and formality as indicators of professionalism and attention to correctness. Since professionalism is a character trait valued at The Dance Exec, it is imperative in making it to the interview process. This also indicates levels of a candidate’s seriousness and shows a glimpse into their personality.
Use the candidate’s headshot to determine if the request was taken seriously. Is the photo a professional headshot, or is it a snapshot or something pulled from Facebook? If a candidate sends in a snapshot from Facebook of him/her partying, he/she is likely not a good candidate for your business.
Remember, whatever the prospective candidates have sent you, they are putting their best foot forward in their initial interaction.
If this does not appeal to what you want, then you should follow-up with a response that indicates that the candidate is not best suited for the position. If you find the applicant to be a decent but not great candidate, you can always state that your staff positions are currently filled. But, let them know that you will keep their resume on file for future openings.
If their resume is appealing to you, then you should promptly follow-up with an interview request. Offer a list of times that would work for you (obviously, offering a variety of times, if possible). If the candidate is interested, they will find time to meet with you. State in this email that if the interview goes well, the candidate may be asked to teach a demo class. Keep in mind that this is the candidate’s opportunity and attempt to put their best foot forward. Consider anything less than impressive as a red flag.
When the candidate attends their interview, there are several observations you should note:
How early does the interviewee arrive for the interview? Did he/she take the time to find your location in advance? If an interviewee arrives late, they should not be interviewed or considered for the position. This shows a less than exemplary work ethic and poor planning.
What is the interviewee wearing? Even though this is the dance industry, The Dance Exec’s Studio likes to see potential candidates taking the interview seriously. As such, expect candidates to dress in business casual attire.
How is the initial interaction with the candidate? Is the candidate gracious and mature? If the candidate’s behavior would not work in a corporate interview, then it should be noted as a “red flag”.
During the interview process, The Dance Exec’s Studio prefers to ask standardized interview questions. This allows all candidates an equal option to answer, but, often the questions will distinguish the higher qualified candidates from the mediocre or weaker candidates.
Some examples of questions include:
If you had a choice between seeking and avoiding challenges in the performance industry, where would you place yourself? Please give an example to support your choice.
This type of question asks the candidate to place him/herself on an industry-related spectrum while also showing levels of ambition and motivation. Ideally, the candidate will back-up their ranking with a legitimate example that supports his/her self-perception.
What is the name of one of your close friends? What did (your close friend) think you would grow up to be? Tell us what you may have done to make him/her feel this way.
This type of question allows the person to give a personal reference. The story he/she chooses will give you insight to his/her personality as well as a back story. If the candidate struggles to think of anyone, it could be indicative of a weaker candidate.
Please tell us about a time you dealt with a challenging child in the classroom environment. Justify your rationale for handling the situation in such a way.
This type of question allows insight into how the candidate would handle conflict. Through their answer, you will gain insight to their thought process, diplomacy, regard to instruction, etc. Based on their answer, you will know if their method of conflict management ties into your culture and brand.
Based on these questions and questions you create on your own, you should gain a lot of insight into the interviewee’s personality and thinking process. With open-ended questions, you are allowing the candidate the opportunity to tell stories and engage you via examples and observances throughout their life. Such questions can make some interviewees feel uncomfortable.
Use this exercise to observe a candidate’s communication skills, thinking strategies, and behavioral gestures. Through this process, you should be able to identify confident, well-spoken, thoughtful instructors that could be an asset to your business.
In your interview, avoid asking “yes” or “no” questions. Try to steer the candidate towards open-ended questions so that the candidate has time to provide more details. Questions that can be answered with “yes” or “no” are often the easy way out and do not give you a complete representation of a candidate’s personality.
In your interviewing, make sure that you never ask questions concerning protected classes as defined by the Equal Employment Opportunity Commission.
If a candidate succeeds in the interview, invite him/her to teach a demo class with students. The Dance Exec’s Studio always pays teachers for instructing demo classes. The studio wants there to be an understanding from the beginning that this is a strictly professional work environment.
Ultimately, there is no greater way to judge a candidate’s qualifications than putting him/her directly in the classroom environment. During the demo class, make sure you observe the teacher’s preparedness, confidence, teaching style, charisma, and enthusiasm. After the class, ask for students’ opinions, and more importantly, value your instincts. After the demo, do not feel obligated to immediately let the instructor know your decision. Thank him/her for teaching the class and take the time to truly consider if this person is right for you and your business.
Whatever your decision, you must let the person know. A prompt response shows professionalism on your part, and people will have greater respect for you (even with a “no” answer) than they will if you neglect to respond. Through experience with dance studios, some owners do not place enough value on communication. With so many readily available communication devices (email, cell phones, etc.), there is no excuse for not responding to prospective candidates.
Writing a dance studio business plan is a BIG project. But an important one! This plan will lay out your studio’s hopes and dreams, as well as the step-by-step process for getting from Point A to Point B. A few questions to ask yourself as you get started:
Where are you now?
Where do you want to be in three years? In five?
Who will help you get there?
The point of a dance studio business plan is to clearly lay out the aspects of a new company: strengths, challenges, and all of the minor details that will make the business a success. This document is an opportunity for entrepreneurs and hopeful business owners to put all of their ideas on paper, so that colleagues and other advisors can review the plan and offer any advice or criticism before the business is launched.
As an example, TutuTix has created a sample dance studio business plan for our imaginary dance studio, TIPS (the TutuTix Imaginary Performance Studios).
Feel free to use our guide’s ideas in your own plan, and please send us feedback about ideas we might not have that work particularly well in your studio! You can download the example dance studio business plan for free by completing the form below:
The layout of a business plan follows a logical progression of topics that a company needs to have defined prior to opening for business.
That order of topics should look something like this:
A concise description of your company, that acts as an overview of your goals and values. Keep it short but sweet! Why did you choose to build this kind of company?
Here, you can flesh out your overview and touch on how your business will function. Talk a little about your customer base, marketing goals, and strengths of your company. Why are you the best? Is it because you have the best staff, the most experience, the best rates?
Who are you competing against? How strong is that competition, and why do you think your studio can handle it? How will your business grow in this community over time?
There are lots of talented teachers and dancers who would be great studio owners. But in their current city or location, they would have a really hard time getting into the market and signing up students. That might be because of competition, lack of student interest in the area, or other reasons. How will your studio stand up to these tests?
Products and Services
Which dance classes will you offer? Will you rent out your space? Will you sell any retail items?
This section lists out your business functions: what do you offer, and how much will you charge? All of the items listed here will add up to be your studio’s income.
Marketing Publishing Strategy
How will people find out about your business, and how will you recruit additional students after your first season? What does your brand mean to you, and what do you want it to mean to others?
Operational Plan, Legal, and Startup Expenses
You can’t start a business from scratch: you’ll need funds and some professional consulting to get your company off the ground. How will you pay for your startup costs? Do you have that money already, or will you need to raise money with partners? Is a loan from the bank your best option?
By the time you get to writing this portion, hopefully you’ve talked to colleagues who might be opening the studio with you, or you’ve found a legal and/or financial professional who can advise you on the best way to move forward. Taking on debt to open a business is always risky, so you want to find funds the right way and have a plan to pay that debt back.
Most importantly: don’t be afraid to adapt! After the completion of the business plan, go back through and make adjustments based on information you’ve learned along the way! Ideas can and should evolve when they’re laid out on paper, so be sure to look for guidance from other teachers and business owners when putting together your plan.
How do you maintain your accountability as a dance professional?
Here are some thoughts for maintaining your relevance and staying refreshed:
Research New Ideas
Network with Other Professionals
Continue Your Education
Reflect on Your Career Progress
Consider Progress & Evolution
Have A Responsibility to Share
The responsibility to share promotes the practical application of research, network, education, reflection, and progress & evolution.
Find Your Outlet
As an example, with The Dance Exec, I enjoy the process of finding new content and information about our industry. I enjoy thinking through my teaching and choreography style to see what and how I can improve and evolve as an instructor.
It expands my network and worldview, and in turn, it makes me approach all of my work with a unique perspective.
What is your outlet for professional accountability? What do you do to make yourself the best professional?
Starting a dance studio (or relocating a studio) is certainly not an easy endeavor. It is a decision that should be thoroughly considered, weighed, and understood. Varying personal factors that should be considered are: personality type, business sense, life stability, income requirements, investment resources, personal willingness to commit, and a passion for business and/or dance. Most people would not open a clothing boutique if they did not love fashion, and the same should be said for dance studio entrepreneurs.
In starting a dance studio (or expanding your current studio), you must find your niche location and market. This section of the guide will cover all of the factors involved in choosing and up fitting a space for your current or prospective dance studio. In terms of your success, location is everything!
Finding Your Ideal Property
To begin searching for commercial property, it is a best practice to consult a commercial real estate agent. The agent will represent you and will protect your best interests throughout the process.
In searching for a prospective studio spot, it is important to consider the following items:
How much space (think square footage) do you need for your dance studio? How much space can you support with your anticipated student base and financial resources? Will the studio be a one-room facility, or will it have multiple studio rooms?
In planning for the studio, consider the following spaces:
When looking at spaces and considering prospective floor plans and layouts, as much space as possible should be dedicated to the actual studio areas. This is the primary selling point of your facility and will be the most used, income producing space.
Is the space you are considering zoned for your intended use? A real estate agent or landlord can clarify an area’s intended use and zoning.
Lobby space should be kept to a minimum. The lobby does not need to be a large space for parents to loiter, as that encourages gossip and detracts from studio space.
Office space, bathrooms, and storage should be kept to a minimum, but be sure that they are adequate enough to accommodate your needs.
Does the space have adequate parking to accommodate the number of clients you hope to have at your studio? Be mindful that you will likely need a spot for every person at your studio at any given time, including: students currently taking class, students transitioning to the next class, and staff vehicles.
The bottom line is that you need a spot for every single person that might be in attendance at the studio. Extra parking is always a plus—people will never complain if there are too many spaces, but there will be complaints if there is not enough parking.
You may also consider having a student drop off area, so parents can drop off and pick up students without utilizing a parking space. In considering this option, you want to ensure that someone that may take too long in the drop off area will not interrupt the overall traffic flow.
A well-designed parking/drop off area can be one less thing for parents to stress about when coming to your studio.
Since dance studios frequently involve children, it is absolutely imperative to consider the safety (actual or perceived) of your location. Ask yourself if you would feel comfortable leaving your own child in a particular locale?
You can run the best studio in the world, but if it is not a great, safe location, people will hesitate to bring their children. This could cost you business! And, while the price of a less than desirable location may be appealing, this is not an area to skimp on your budget; rather, you should invest in being in a better part of town.
When considering locations, investigate your neighbors and see if that fits into your ideologies and overall theme. A great place for a primary location might be in an area with a fun park, a children’s preschool, and a music center. You would not want to open your facility in an area that was surrounded by bars or other non-child friendly venues. Be alert, and think of how parents may view your location and presentation.
The cost of a visible location is expensive, and ultimately you will pay more rent. But, you will compensate the cost through blatant marketing. If your location is centered in an area that supports a lot of drive-by traffic, your facility will constantly be on the forefront of your community’s mind.
Keep in mind that convenience is a primary factor for people joining a dance studio (or any extracurricular activity). Make sure your locale is near prospective clients and reflects the mentality of the neighborhood. Some dancers will come to you because you run an excellent program and train great performers. But, the bulk of your students (and, consequently, your income) will result from people that are taking dance because your activity is convenient to their home. Make sure that where you decide to put your studio is near a solid base of prospective clients.
Consider what nearby, prospective clients want in a space. Are you near a country club with high expectations for their children’s extracurricular activities? Be sure that your space reflects the mentality of the neighborhood and fits in with your potential client’s expectations. If a competitor (dance studio, gym or otherwise) has a considerably nicer or more visible facility, how are you planning on competing?
5. Nearby Anchors
As mentioned in the safety segment, knowing the businesses that surround you can greatly impact your business, positively or negatively. Know the resources that will be surrounding you and how you can use them to benefit your business. Being near a popular landmark can help your business when providing directions. Also, if you are near a school or another complimentary business to your target market, this can be highly beneficial. People appreciate surroundings that are familiar.
6. Feasibility of Meeting your Opening Goals / Timeline
It’s important to consult with your landlord/contractor to ensure that they can meet your opening goals with construction permitting, up fits, etc. It’s important to initiate the beginning phases of starting a dance studio with the highest levels of professionalism and organization.
The Bottom Line
Your dance studio’s outward appearance will make a huge impression on your clientele. Take the time to provide the best possible environment and regularly evaluate areas for potential improvement. Make sure your facility is cutting-edge, safe, and the appropriate environment for your dancers to thrive.