SO YOU WANT TO BE A DANCE STUDIO OWNER: 5

MARKETING
You have found your dream location, come up with a great timetable of classes and have all the legal requirements in place. Now you just need those students to walk through the door. But how do you attract customers to your business?
There are several forms of advertising you can undertake to draw students to your studio. Past experience has told me that you should employ a variety of advertising. These need not be expensive but should encompass several types of media. You may like to consider the following:

PRINT MEDIA
Local newspapers – sometimes these run featured advertising features for dance schools and you may get a good deal if you enquire.
Specialised child/parent magazines – such as Sydney’s Child etc
Yellow Pages – can be expensive but is a good resource for any parent looking for a local dance studio.
FLYERS/BROCHURES
Flyers – these can be distributed through schools, pre-schools, at carnivals/festivals (with permission, of course)
Business cards – hand these out to as many people as possible
Community noticeboards – put one of your brochures on a board
INTERNET
Online directories – Yahoo! Local and other business directories
Social networking – MySpace, Facebook, Twitter
Studio website – if you have one designed by a professional, this can be expensive. However, there are free website alternatives that you build yourself from provided templates.
WORD OF MOUTH
This is the best and cheapest form of advertising. You can provide incentives for existing students that bring in new business. Everyone likes a recommendation about a new product or service and recommendation about dance studios are no exception. Mothers talk!
PRESS RELEASES
Learn how to write a press release and include a good picture. If they accept jpeg files, find out how many pixels they need to be.
TV/RADIO ADVERTISING
These are very effective but very expensive. You may want to consider these only when you are well established or have plenty of spare cash.

You will, at some stage, need to develop a logo for your studio and carry this through on all your advertising, letterhead and anywhere you have your name. Other types of advertising are magnetic car signs (these are great because these can be removed and are not too expensive), community involvement – have your students perform at local events and outdoor advertising (a sign on your front fence or other prominent place is a form of free advertising). Whatever type of advertising you decide on just make sure you keep your name out there. Remember, if the public don’t know about you they will not come.

Good luck!

TDT

MAKE A MOVE INTO TEACHING

The Age (Australia)
Saturday January 19, 2008
Yvonne Nicolas
CHANNEL Seven's Dancing with the Stars program has ignited greater interest in careers for dance teachers. According to Bianca Tonizzo, dance instructor from Ooh La La Dance (Cambridge College), Dancing with the Stars has re-educated people about ballroom dancing.
"Most people's perception of ballroom dancing is wrong. They think it is only slow line dancing for the older generation but quite clearly this is not the case. It is very energetic - a great way to lose weight, have fun and meet people."
Located above Melbourne Central, the dance school teaches a range of people from the corporate sector to university students. Ballarat and Clarendon College also incorporates dance in its curriculum. An open-entry school, there is strong demand for places from local, national and overseas applicants. It teaches dance from primary school level up to and including VCE Dance.
Performing arts head Steven Belcher, says the college attracts students who are serious about pursuing pathways in the performing arts, dance, drama, classical or contemporary music.
"We cater to student interests and skill levels and include both contemporary and classical styles. Students develop their understanding and appreciation of dance as an art form that includes training in technical and physical skills.
"They are taught to build a personal movement vocabulary encompassing a diverse range of body actions - perform choreographed dances in a range of styles and employ choreographic and analytical principles to create and perform their own dance works."
To teach dance at schools in Victoria, teachers need to have a Victorian Institute of Teaching registration. "However, there are many fine dance instructors without that classification having completed certificate courses, diplomas or bachelor degrees in dance who have much to pass onto the next generation of dancers," Mr Belcher says.
He says dance instructors need to be good at their craft, know their subject matter and be able to demonstrate, communicate and inspire. "They challenge their students and make learning fun while using appropriate teaching methods that include use of clear learning goals, accurate monitoring and assessment. And, they give continuous feedback."
A dance teacher must have passion for dance as well as knowledge, adds Ms Tonizzo. "They need passion to teach and to be able to make things simple so people can understand - in particular when teaching at an individual level to provide students with the necessary support."
She says once they have qualified to teach dance they can perform for events, open their own dance studio or even work on shows such as Dancing with the Stars. "Or they can choreograph musicals, provide artistic direction, or co-ordinate events in addition to teaching dance," Mr Belcher says.
Mr Belcher says dance has a strong following among all ages and both sexes.
Teachers at Ooh La La Dance provide lessons in ballet, hip-hop, funk, street Latin, tango, dance sport, social ballroom and Latin. Ms Tonizzo says people enrol to learn to dance "but they also attend to improve their confidence".
According to Mr Belcher, earnings depend on the number of years spent teaching. "However, we are in the process of instituting a system whereby professional teachers are recognised beyond the number of years teaching." -- YVONNE NICOLAS

CHOREOGRAPHING A MUSICAL

Teaching is great, but let's face it sometimes it just doesn't pay enough. If you've ever had to earn just a little more to pay the bills or save for that rainy day then consider choreographing a musical for an amateur musical association or semi-professional production. This is a great way to earn a little extra money or get your name known in the community.

• Read the script
• Break the dances down into scenes and know what is happening in those scenes
• Does the dance further the storyline? If so, your choreography will need to reflect this.
• Know the music. What does the mood of the music tell you? What are the lyrics suggesting?
• Remember you may have to move large numbers of people around the stage.
• In an amateur production you will be working with many levels of dance ability - be patient!
• Make sure you find out what the set will look like before you start choreographing. Otherwise you may find yourself having to change choreography to accommodate the chorus who are now standing on stairs in this scene.
• Less can be more. Don't make your choreography too busy. This can be really tricky for those who are not used to singing and dancing at the same time.
• Have a good sense of humour. As opening night draws closer at an alarming speed tempers can fray. Smile and don't take anything personally.
• You may need to do research e.g. a period of time, a culture etc and reflect this in the choreography
• I find it helps to work out the structure of the song e.g. verse, chorus, middle eight, chorus etc
• Know the principal roles and keep in mind what they supposed to be doing during the musical number

Give it a go. It can be loads of fun and you'll make new friends.

Break a leg!

TDT

SO YOU WANT TO BE A DANCE STUDIO OWNER: 4

Before you start your business there are some legal requirements that you will need to look at and take action on. I have listed some that immediately came to mind. There will be others so make sure you get some really good legal and financial advice before jumping in.

REGISTER YOUR BUSINESS NAME
Some websites that may help are listed here:
http://www.business.gov/
http://www.start.biz/business_names/how_to_register.php
http://www.business.gov.au/
You will need to also decide if you are going to operate as a sole trader, partnership or if you are going to incorporate it as a company.

DUTY OF CARE
Can be briefly described as an obligation that a sensible person would have in the circumstances when acting toward others and the public. If the actions of a person are not made with care, attention, caution, and prudence, their actions are considered negligent.

BOOKKEEPING AND TAX REQUIREMENTS
It’s very important to keep accurate records.

PUBLIC LIABILITY INSURANCE, PROFESSIONAL INDEMNITY INSURANCE, BUSINESS AND PROPERTY INSURANCE
These are really worth looking at. If you get sued it could wipe you and your business out.

LICENCES & ROYALTIES FOR MUSIC
http://www.ascap.com/index.aspx
http://mpa.org/copyright_resource_center/
http://www.prs.co.uk/
http://www.ppca.com.au/

As I mentioned earlier in this post there are more legal issues but the most important thing is to get good legal advice and a good accountant.

Keep dancin’!

TDT