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 Better Businesses
Start the New Year right with positive changes in studio
policies and practices
Just one more month left of 2007—are you ready to make some
New Year’s resolutions for your business? If you’re looking
for ideas, read on. At the DanceLife Teacher Conference in
July, and in our e-newsletter this fall, we asked attendees
what changes they planned to make (or had already made) as a
result of what they’d learned in the conference’s business
seminars. Here are some of their responses, which just might
inspire you to make a few changes in your own business
practices.
Christine Brunet, DanceWorks, Elliot Lake, ON, Canada
What I took back to my studio (of 19 years) was to put value
on myself and my talent. It can be difficult to explain to
others (especially educated professionals) the value you give
to their children. The parents who have known us for years are
wonderful and our biggest supporters; the “new generation” can
be a bit challenging. I did not hesitate this year when it
came to administering the registration/competitive dance fee
(which I have never charged) and was surprised that only one
person asked about it. Like Rhee said, “Know what you are
charging that fee for and make sure all your office staff
knows as well.” That is exactly what we did.
Linda Shaw, All That Dance Studio, Bridgeton, NJ
We decided to create a professional-looking handbook that
would include pertinent information regarding our studio’s
policies, especially about paying June’s tuition. (Last June
we held our recital before the third week, so several families
thought they didn’t need to pay that month’s tuition.) We
changed our policy to state that June’s tuition is due by May
15, explained that we offer a family discount and that if a
child attends more than one class, the tuition chart indicates
a reduction. We used the word “reduction” to indicate that
there is a discount, and we added that tuition is a total fee
for the classes provided. We state that we offer a 10-month
payment schedule and the option of automatic payments, and we
added a withdrawal policy.
We spelled everything out, included an index, and bound it in
a cheap (5-cent), three-hole portfolio with our logo on the
cover. Each parent had to sign off that they received and read
the handbook. I was surprised at the favorable responses to
it. I feel that, along with periodic reminders, it will
eliminate a lot of problems and shows that we are organized
and want to keep our parents informed.
Lindsay Kaufmann, Dance Classes With Miss Lindsay, Palm
Springs, CA
I made a website and a new brochure. I introduced myself to my
competitor. I have integrated my knowledge from Gregg
Russell’s tap class into my classes. I bought an iPod and put
all my teaching music on it. I realized that it does not
matter how small or large your studio is, it is important to
produce the best you can for your program—and it works!
Genesa M. Kenney, Movements In Motion Dance Studio, Havertown,
PA
Last year, in my school’s first year, I advertised in a
magazine that targets 44,000 households each month. I bought a
full-page ad with a picture of little girls all posed and
dressed the same. I listed the types of dance, how we had a
new sprung floor, open house dates, etc. I had about 55
students. After the conference I knew that I had to change my
ad to show my true vision for my studio. I remembered Rhee
saying, “Less is more.” I decided to use a photo of my
students in class, each wearing something different. I kept it
simple with the words “A Window Into the World of Dance,” with
my logo in the background and only important dates and info on
the page. It has really paid off. We had phone calls the
afternoon the magazine came out. The phones were ringing
constantly, the open houses were packed, and classes were
filling and closing. We added more classes and put people on a
waiting list (something I always dreamed of). We have tripled
our enrollment and people are still enrolling their children.
Most of them said that it was the picture that captured
them—the joy in the girls’ faces, the fun! And Rhee was
right—the joy of knowing that I have a special place in a
little girl’s heart is more rewarding than money.
Laura Doak, Artistry In Motion, Rock Springs, WY
I decided to take the challenge “What are you going to do
differently when you return home?” seriously. I am giving
myself more credit than I have in the past. I am going to
slightly raise prices on things like costuming, have a recital
fee to help with expenses, and add late-payment fees to unpaid
tuition. As a new studio owner I was letting parents determine
how my business was run because I was afraid to hear
complaints about money. I decided that I need to not let my
worries get in my way of molding the business I have dreamed
of since I was a child. I have begun the changes and am not
having as many complaints as I feared. I am learning that
parents in the school want their children to dance and they
will pay for whatever is necessary to enable them.
Cynthia Bass, Dance For Fun, Inc., Orion, MI
I realized how desperately I needed to free myself and my
16-year-old daughter/assistant from the front desk and
administrative duties. My “one thing to change” was to hire a
new office manager—someone with sales experience, who had the
same vision of growth that I do. Things are going great. More
people are paying for the entire session up front because of
his salesmanship. He has put together a checklist so that our
winter registration and open house will run more smoothly (his
idea). We used to sell dance shoes and apparel, and with my
manager’s retail background, we have started to sell shoes
again. I just know this is going to be an amazing year!
Nancy Derby, Derby Dance & Music Arts, Colorado Springs, CO
We decided to use photos in our ads that depict the ideal
students we want to attract. I used your [stock photography]
website info and found several images that we are using in
studio startup ads in the newspapers and in our Yellow Pages
ads. We track our advertising and it will be interesting to
see how these photos impact the response to our studios.
Kim Revie, Miss Kim’s Dance Class, Chesterfield, MO
I fired a flirty employee, raised my student maximum, gave a
discount to the competition students, and made a late-fee
system that accumulates over time. I am trying to break up
catty girl cliques that cost the studio business and am going
to try to be more newsletter oriented. I also introduced two
recreational classes, have revamped the schedule to combine
small classes, and used CraigsList.com to find new employees.
Jenny Griffes, University City YMCA, Charlotte, NC
I resolved to delegate so that I could be home after school
with my four children at least three days a week. Three of my
staff members now handle office tasks while I am at home
between 3:00 and 5:00 and one night a week. I no longer feel
as pulled in different directions, nor do I have “guilty mom”
syndrome, because my family is back on top of my priority
list. I have learned that I can handle situations by phone and
that many things can wait until the next day.
Dee Barnett, Concepts in Motivation, Inc.
I want to make changes, but slowly and in a well-thought-out
way. I’ve already started developing an advertising plan using
appropriate pictures to draw the right age group of students.
I’ve also begun my six-times-a-year postcard plan of
advertising open houses, recital dates, recital thank-yous,
our dance-a-thon for asthma, summer camp, and new schedules
and registration dates. And I’m working on a new brochure.
I’ve enjoyed setting up new ideas and plans to make dance an
ever-more-positive experience for our dancers and staff!
And here are a few on-the-spot plans for change offered during
the DanceLife Teacher Conference seminar:
• I will give each child an acknowledgement or greeting at the
end of class.
• I will vary the music more often.
• I will be better prepared with my music.
• I will restructure classes for more variety. I won’t accept
the status quo.
• I will listen to complaints.
• I will be more thick-skinned.
• I will be more direct and proactive.
• I will balance my family and my business.
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