At the age of only 17, I opened my own dance school in Liverpool, England. It was tough as I had no money and many of the parents were old enough to be my parents! So, right from the start, I had to act in a professional and business-like way. It set me in good stead. I had a busy, successful studio for 12 years before moving in to the world of dance uniform and costumes. I founded and still run International Dance Supplies. Here are some of the tips that helped me make my business a success.
If you are just starting out with your own school, remember start the way you mean to continue: Be professional, ensure parents treat you with respect, try and avoid having them call you by your Christian name. Give them all the info they need in a timely and professional manner and you will stop them from having to ask you questions and so delay your next teaching session.
Competition is good. It keeps you literally 'on your toes' so do not criticise your competitors but always ensure you are thinking up new ideas, new classes, and you will stay ahead of the rest.
You must ensure you have a USP (unique selling proposition) to differentiate your school. Make this part of your brand and ensure it runs through all you do and every aspect of your marketing (website/flyers/prospectus/etc). Choose a colour scheme that you can use for your marketing as well as your uniform/tracksuits or logos on your uniform.
Young people want to identify with a brand and want to be part of a group. They want to belong – so make sure they can let everyone see they are part of your school. It is also free adverting when they wear your school hoody as a leisure garment.
Never miss this opportunity to get your brand seen or your school name in the press. Most local papers are happy to print a write-up about your school. Email them a good quality image with a short press release and contact details. Don't forget to use your spell check before submitting! This is free advertising and way cheaper than placing an advert.
Facebook is perfect to inform parents and students about what is happening in your school but remember: be professional, be responsible.
Remember you are running a business. It may have been your hobby to start with but if you are teaching children and young people you need to take your responsibilities seriously. You could well be the most stable part of some of those students lives. They know at 6pm on Thursday your will be there for them. You will expect them on time, dressed correctly and you will expect them to be disciplined in the studio. They also know you will be very upset if they don't stick to the rules-so they respect you and your rules. For some young people you will be the only adult who is able to teach them this sort of mutual respect.
Remember to take time out for you. If you don't have time to recharge your batteries you will not be able to get the best out of your students. You must also make time to attend lectures or classes so you continue to be excited by this amazing art form that we all feel so passionate about.
And finally: Have a vision and a dream for your school. Always remember that you cant ever grow bigger than your dreams.