How much do dance studio owners make
Dance Studio Owner Salary in the United State
States with Higher Salaries for Dance Studio Owner
The five states where Dance Studio Owner jobs get higher salaries in the United States are: Alaska, California, District of Columbia, New Jersey, and Massachusetts. Compared with the average salary of a Dance Studio Owner in the United States, the state of Alaska with the highest job income for this job. The second and third states are California and District of Columbia respectively. The high or low salary paid to Dance Studio Owner by the US has a greater relationship with the demand for jobs and the cost of living.
Top 5 States with Higher Salaries For
Dance Studio Owner in the United States:
Dance Studio Owner in Alaska: $31,402
Dance Studio Owner in California: $31,290
Dance Studio Owner in District of Columbia: $31,158
Dance Studio Owner in New Jersey: $30,971
Dance Studio Owner in Massachusetts: $30,478
There are some different titles for Dance Studio Owner jobs, and the job title of Dance Studio Owner will vary in different companies. The job title has a lot to do with the department and responsibilities, and the same job title will vary in different departments. The following list is the salary of jobs similar to Dance Studio Owner, start to view Dance Studio Owner-related jobs you are interested in.
Dance Studio Director
Average salary
the United States
$64,413
per Year
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Dance Studio Manager
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the United States
$42,095
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Studio Owner
Average salary
the United States
$78,540
per Year
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Owner
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the United States
$52,892
per Year
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Dance Instructor
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$39,035
per Year
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Dance Teacher
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the United States
$39,454
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Dance Studio Director
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Studio Owner
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Owner
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Dance Instructor
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Dance Teacher
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Dance Therapist
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Dance Director
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Dance Professor
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Dance Coach
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How to Make a Dance Studio Profitable
A profitable dance studio frees up your time to do more, learn more, reach more students, and yes, even enjoy a few precious moments of free time. Here’s how to make a dance studio profitable and how studio management software can help get you there.
1. Offer Something No Other Studio CanWhy do students choose your studio over another? If you don’t know the answer to that question, then you’re missing out on a powerful opportunity to boost your dance studio profitability. Profitable dance studios present something unique — a new philosophy, community involvement, a diverse roster of classes, or something else of unique value.
Further, while group classes are a must when you run a dance studio, private lessons are also a good way to increase your customer base.
People are often willing to pay more if they can have a private dance lesson.
A little research into what your students need and what they enjoy most can illuminate what’s special about your studio, helping you offer something of greater value.
2. Recruit Great InstructorsNo matter what type of student you teach or what community you serve, better instructors will attract more students, more money, and ultimately, more profits. If you offer truly exceptional instructors, the best students will flock to you.
Exceptional instructors need exceptional pay and benefits, as well as a professional, well-run working environment, though. Attracting better instructors is really about finding ways to make your business a better place to work. That may mean cutting costs elsewhere to fund better pay, improve your benefits, or other strategies.
3. Raise Your PricesRaising your price point for classes or private lessons is an easy way to boost profitability or even position your studio for an entirely new demographic.
However, aiming too high risks driving a decisive wedge between your business and prospective customers or could even alienate your existing customers.
Finding the ideal price point for your business is perhaps one of the most challenging balancing acts you’ll face while running your studio. Making matters even more complicated, the perfect price for your students will often evolve over time along with your class offerings and business model.
With that being said, raising your prices may not turn out to be an epic misstep, but actually the best decision you could make for your business.
There is a right way to raise prices without putting your studio’s future on the line, though. Here are some key strategies to keep in mind if you do raise your dance studio class rates.
Explain your rationaleThe most obvious way to raise dance studio class prices without losing students could also be one of the most effective. Don’t spring the increase on your students without any warning.
Instead, communicate with them honestly and openly about the decision. Give them time to process it, and position it as a positive development for the future of your studio, your teachers, and the effectiveness of your classes.
Another way to convince customers of the new prices could be to convey it as a percentage change, since this will contextualize it within the grand scheme of the value they receive from your studio.
Test a higher price pointWith every major business decision, it’s always a good idea to test the logic behind the strategy. Reach out to a few of your teachers and students — perhaps an even cross-section of newer students and established regulars — and inform them of the impending price change.
Let their reactions guide your next steps. It’s possible that you may have reached too high with your price increase, or there might be a better way to “sell” customers on the change. Or, they may totally take it in stride. In any case, testing the concept in small groups will minimize the damage before it has a widespread impact on your business.
The perceived value of your service is what will shape your ability to increase your price point. To offset any negative reactions to raising your prices, clearly communicate how the price increase will enhance your service offerings. For your studio, perhaps that means upgrading your equipment or adding more classes.
Demonstrate that customers both new and existing are getting something more with their business. It shows that your studio is constantly evolving and that business decisions like price increases are a result of improvements and a desire to serve students better.
Offer alternative pricing packagesYou can also consider offering alternative pricing, wherein existing customers put off by the price increase can shift to a more economical option for a few months.
In the case of your studio, this may simply translate into fewer classes or shorter membership periods.
By including tiered pricing, you’ll also be able to attract a broader range of students and position the higher-end version as a premium product.
Rather than making a sudden hike in your rates, the best way to raise them may be to do so gradually. As demand among your students increases, charge a bit more for a specific class or just to new students.
The most popular services you provide are the least likely to be affected by a minor price increase, and this could be an excellent way to fuel your studio’s future success, as these higher profits could even be reinvested to make your studio better.
4. Ensure You Reach Your Ideal StudentMany studio directors, especially those who have just opened their doors, are eager to get any students at all. They’re less focused on what their ideal student looks like. Over time, however, focusing on your ideal student — rather than just packing your classes with anyone who is willing to sign up — is often key to greater profitability.
Your ideal student will be willing to pay more for what you offer. They’re loyal. They sign up for more classes. And they tell their friends.
Data on class enrollment trends can help you determine who your ideal student is. Consider who enrolls in classes, why they enroll, and whether they take more classes down the road. Then shape your marketing strategy around this ideal student.
A dance studio software tool like Studio Director can help. You’ll be able to access enrollment rates over time, compare periods, and more in one single interface.
5. Use Retail Sales To Your AdvantageRetail sales can prove invaluable, offering a stable and low-effort source of income. They can also associate your business with recognizable brands, potentially drawing in new students and elevating your reputation.
For example, you can buy dance merchandise, such as clothing, shoes and other accessories at wholesale prices. You can then sell this merchandise for a profit to your students.
Setting up a small space in your studio as a “store” can help you increase profits without a lot of extra time or energy.
In addition to selling dance clothing and shoes, you could offer water bottles, socks, sports bags, t-shirts, sweatpants, sweatshirts and trinkets that appeal to dance lovers (such as themed key chains or mugs).
Further, dancing works up a sweat, so selling snacks and drinks is a really easy way to increase profits. Single-serving bags of trail mix, granola bars, pretzels, snack bars, sports drinks, bottled water and juice are great ideas, but you can expand your offerings based on how much space you have in your studio to set up your snack bar.
6. Spend Less MoneyOne of the most important factors for increasing your dance studio profitability is spending less money. But you can’t just cut expenses across the board and expect to turn a bigger profit. In fact, doing so can actually destroy your profits and reputation.
Put simply, there’s some truth to the adage that you have to spend money to make money. For example, having well-written contracts can protect you against lawsuits, but you need a great lawyer to write these contracts. Iron-clad insurance policies offer significant liability protection. Excellent marketing draws in new students. Great pay for your instructors ensures they work hard and don’t jump ship at the first opportunity.
The real trick for how to make a dance studio profitable is by balancing the need to spend money on necessary services and reducing costs as much as possible. How can you do this? Studio management software is one of the best ways. Automatically track your inventory, manage enrollment, and more all in one simple platform. You’ll need fewer employees, less outsourced help, and less time to manage your day-to-day tasks.
7. Rent Out Your StudioYou probably don’t hold classes all day, every day in your studio. Make more money by renting out your space to other groups when you aren’t holding classes.
For example, you could rent the space for dance-themed birthday parties or to other small dance groups who might not have their own place to hold classes. Perhaps a local high school class needs a place to practice in the evening or a private dance instructor doesn’t have a studio.
8. Make Decisions Based On DataHow many students are enrolled in your classes right now? How many are repeat enrollees? How much money does the average student bring in?
If you’re like most studio owners, you probably have no way of answering these questions. And even if you do, it requires going back to your office and scrolling through disconnected spreadsheets.
There’s a better way: Studio management software keeps track of all of your information in one place. You’ll be able to make intelligent decisions about the future of your studio informed by facts — not intuition and emotion.
With The Studio Director, you can harness the power of both intelligent decision-making and actionable data.
Running a profitable business requires you to cut useless costs, spend your money wisely, and use your time effectively. The right studio management software can help you do just that. And best of all, you’ll spend a fraction of what you might spend on administrative staff, lost time, and outside experts.
With The Studio Director, you can make better decisions, automate key tasks, and make your dance studio profitable. Ready to see how it works?
profitability, work with teachers, promotion, difficulties and mistakes
Irina Malchukova
opened a dance studio twice
Author profile
Eight years ago I opened a dance studio in a small metallurgical town where there was nothing like it at that time.
During its existence, the studio went through several relocations, twice seriously went into the red, but in the end it remained a successful business, and then I sold it. I’ll tell you how everything was, what worked for me and what didn’t work out.
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Why I decided to open a dance studio
The story began in a standard way: since childhood, I dreamed of dancing and for a long time persuaded my parents to take me to a choreographic studio.
There were no holidays, vacations or birthdays in the studio. It was possible to miss a training session only in two cases, as the coaches joked: he fell ill or died. The rest of the reasons were not considered valid, and it was possible to fly out forever.
Later, I appreciated the strict discipline and exactingness of the teachers. Thanks to them, I can easily control myself, concentrate on any, even unpleasant, business, and bring everything to the end. nine0003
This helped a little in business: I could work 10-12 hours a day without days off and holidays.
After graduating from school, I thought that dancing is a hopeless field, so I need to get a different education and build a career. I studied to be an economist and during my studies I managed to work in a trading company, a women's correctional colony and a large network company.
But I was bored doing monotonous activities and being subordinate to someone, I wanted to embody my ideas. In 2009In the year I decided to take a part-time job as a dance coach, and since then a completely different life has begun. I started working in the then popular areas: strip plastic, stretching, go-go, I also taught regular dances to children and was a group program coach in fitness rooms.
I enjoyed teaching people and putting numbers, inspiring others to accomplish things, raising students, and working with them to achieve results. It's like a coach's job: he gives his whole soul and nurtures champions.
Almost as soon as I started working as a trainer, I wanted to open my own studio. I didn't like the set boundaries and the backward approach to business. In the dance schools where I worked, there were outdated areas that were out of fashion for a long time, such as aerobics. Classes were held without requirements for students and without results: we did not put numbers and did not participate in contests or competitions.
There were no opportunities for growth for teachers or students. nine0003
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The business itself was not service oriented. Schools did not develop, did not innovate - they simply worked for decades according to the old scheme. Several times I came with fresh ideas, for example, to shoot a video clip, but all this was perceived by the management with hostility.
In 2012, I graduated from the institute and received a diploma in economics. I had a choice: to leave for another city, because there were no prospects in mine, or to go work in the dance field abroad, or stay here, but do my own project. nine0003
I dreamed of creating a project from scratch on my own: thinking about how to plan and conduct classes, presenting the design of the studio, tracking down the mistakes of others. All these thoughts were constantly spinning in my head, day after day I lived only with this idea, remembering what not to do or what could be improved.
After graduating from the institute, I myself learned about a new direction - half-dance, this is dancing with tricks on a pole. It seemed to me interesting and promising, there was nothing like it in our city. I decided that the idea would shoot and attract people due to its novelty. Three years after I started working as a trainer, I launched my own studio. nine0003
What is half-dance
Half-dance is close to strip plastic, but unlike it, the purpose of the dance is not to seduce, but to show acrobatic skills. The movements in strip dance are soft and smooth. And half-dance is the same gymnastics, only not on a beam or rings, but on a pylon. On it, dancers perform circus and power elements.
In my city, metallurgists were not even heard of such a direction, but in Russia and around the world in the 2010s, half-dance just became a trend. At that time, I already had a large client base from dance schools and fitness centers where I had worked before, many students asked when I would open my own gym.
nine0003 Pupils perform elements of pole dance. The dancers practice in the most revealing clothing, because the only way to catch on the pole is with skin
| Pole dance combines elements of choreography, gymnastics, acrobatics | There is also a separate sports direction in the world - pylon sport, which belongs to air power athletics |
Before I opened my studio, I twice studied pole dance in Yekaterinburg - this was the school closest to me where this direction was taught. And there lived a friend with whom I could stay. nine0003
The first time I went was in January 2012, and then back in May, before the opening of my gym. I studied for a week every day for many hours, attended master classes. For the first time, the director of the studio gave me a discount on acquaintance, and the training itself cost only about 10,000 R. The second time I spent about 17,000 R: the cost of the training itself increased, and there were more additional expenses for food and travel.
Both times I received certificates.
27,000 R
I spent on additional training in pole dance
There were no competitors in my city at that time. We had only seven dance studios: three taught street dances like hip-hop, breakdancing and locking, the rest were aimed at children, taught modern and classical choreography and ballroom dancing. In fitness clubs, they mainly taught go-go and oriental dances. I decided to take a risk and become the pioneer of a new direction in the city.
First Studio: 3m Ceilings and a Stolen Idea
In May 2012, I started looking for a space to launch the project just in time for the start of the school year. I discussed all the details like equipment, technical issues and the learning process with the directors of the studio in Yekaterinburg when I studied half-dance there. nine0003
The room had its own requirements:
- Ceiling height - at least 3 meters, so that poles - pylons can be installed.
- The ceiling plate must not be hollow, but must be at least 30 centimeters thick. The pylons must withstand a weight of up to 150 kg. If the ceiling is thin, the mount simply won't hold up.
- Rent — up to 15,000 R per month. In my experience, it would be difficult to cover the amount higher with the number of subscriptions, and if something happens, I could find that kind of money to cover a failed month. nine0078
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What should a business consider when signing a lease
Not all landlords agreed to damage the ceiling, the thickness of the ceiling was not always suitable for my needs.
The deal failed with the first hall. Due to the peculiarities of the ceiling, an additional structure had to be made there. The landlords agreed to do it themselves, and I would have paid for the work, but at first they doubled the price, then increased it even more, and then refused to cooperate at all. nine0003
A few months later, I found out that they wanted to steal my idea and open a similar studio.
Fortunately, their attempt failed: they could not find the appropriate teachers, because only I had such a certificate and knowledge in the city. But the problem with the hall remained: I was already promoting a group on Vkontakte and recording for the academic year. The students were actively recruiting, but I had nowhere to receive them.
I couldn't just make excuses by telling a story about unscrupulous landlords and kept looking everywhere I could: on websites, in local newspapers, driving around the city, looking for signs about rent. nine0003
As a result, the opening had to be delayed for two months: due to the specifics and restrictions on the rental price, the premises had to be looked for for almost six months. A former colleague helped: he learned from mutual friends that I was opening a studio, and his friend was just renting out a small hall.
We have agreed that part of the repair costs will go towards rent. I did a facelift in a few days and bought equipment.
I did the repairs on my own — for example, I painted the walls myself. If it was necessary to attach pylons and arrange heavy furniture, then she called for help from familiar men. They spread linoleum on the floor and nailed it in places. nine0003
Pylons are installed quite quickly if there are no problems with the ceiling and floors: you need to drill a hole, attach the pylon, level it, and that's it. Detailed installation instructions are always attached to the pylons. We set up the first pylon in 2-3 hours, the rest were faster.
An important part of the cost for a dance studio is mirrors. They were made in a local company in my city to order. I ordered one-piece large mirrors to the floor. Due to the large size, there were difficulties with transportation: a special vehicle with equipment for transportation was needed - plastic windows are usually carried in such vehicles. nine0003
They could not be moved or installed by one person, and they could hardly fit into the aisle.
Plus, there were difficulties with fixing: if the wall was not perfectly even, then any slightest deviation could be seen in the mirror - at the joints, in reflections.
But the mirrors themselves were excellent, and I then transported them to new studios, breaking the part along the way and ordering new ones. As a result, my friends came up with the idea of custom-made huge plastic frames, like for plastic windows, where we inserted mirrors. So they were easier to transport and install. nine0003 For a pylon, a hole is drilled in the ceiling slab and fixed with screws. If the ceiling is not strong enough, the pole may come off during the trick and cause serious injury. Source: Pole4you This is what the studio looked like after the repair - huge mirrors were made to order at the local production
At the same time I registered an LLC, I was the sole founder. I chose LLC because I planned to open branches in other cities - it seemed to me that it would be easier to do this than with an individual entrepreneur.
By the way, it would be better if I opened an IP. The LLC was not useful to me later, I had to close it, and this is more difficult than an individual entrepreneur. In the second hall, I had to negotiate with the landlord so that he would give me a legal address. He reluctantly agreed, and I had to pay for it. The LLC also needs to submit a large number of reports, but I did not have the necessary accounting knowledge. Until I hired an outsourced accountant, there were delays in submitting reports and fines.
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How to register an LLC from home
I opened the studio at the beginning of November. I was ashamed in front of the students, but they waited and almost all of them came.
To open a studio, I took out a loan, so after the opening, most of the proceeds went to payments to the bank - 20,000 R per month. For the entire time the business has been running, I have taken several loans, on average, 30,000-50,000 R for a period of 3 to 5 years.
The total amount of all loans was 200,000 R.
Expenses for opening a studio in 2012 — 200,000 R
| Equipment: mirrors, pylons, fixtures | 95 000 R |
| Cosmetic repairs: wall painting, flooring | 53 000 R |
| Training and advanced training before the opening of the studio | 27 000 R |
| Bathroom renovation | 14 000 R |
| Music center, locker room furniture, hangers at the entrance and other small items | 11 000 R | nine0055
Equipment: mirrors, pylons, fasteners
95 000 R
Cosmetic repair: wall painting, floor covering
53 000 R
Training and advanced training before opening the studio
9000 000 RSanuzla repair
14,000 R
Music center, locker room furniture, hangers at the entrance and other trifles
11,000 R
How much did I earn
The first studio was small — there were only three pylons, and I could not teach more than an hour six or seven people.
This allowed the studio to earn an income of about 65,000 R per month. nine0003
There were two main sources of income: group and personal lessons.
Group lessons were by subscription only. The most popular, for eight classes a month in the evening, cost 1800 R. Evening is considered the most profitable time, because more people come. There was a small discount for the daytime.
Personal lessons were by subscription and one-time. A subscription for eight classes cost 3000 R, a one-time visit - 500 R. At first, the income from personal classes was small: with group classes, I did not have time to take more students. When more teachers appeared, I could only go to personal classes, and the revenue from them reached 30,000 R per month. nine0003
A regular waste was the purchase of alcohol: it is rubbed on the surface of the pole to remove dirt and sweat and improve adhesion to the skin. Alcohol had to be bought in canisters from doctors I knew - we needed a concentration of at least 70%, and this is not for sale in the public domain.
It took 2000 R per month.
The largest turnover was from the spring of 2013 to the spring of 2014: 140,000-170,000 rubles. And the largest net profit was about 60,000 rubles.
Revenue for December 2012
| Subscription for 8 lessons | 27 000 R |
| Subscription for 12 lessons | 12 500 R |
| Subscription for 16 lessons | 12 000 R |
| Day group | 8000 R |
| Personal lessons | 5000 R |
| Total | 64 500 Р |
Subscription for 8 lessons
27 000 R
Subscription for 12 classes
12 500 R
Subscription for 16 lessons
12 000 R
Day group
8000 8000 °
Personal classes
9000 5000 5000 °64 500 500 500 500 500 500 500 500 500 500 500 500 500 500 500 500 500 500 500 500 500 500 500 500 500 500 500 500 500 500 500 P
Studio expansion: moved four times in five years
The studio lasted only six months in the first building: the landlord changed plans and we had to move out.
I already wanted to move out myself, because the room was small and I could not teach more than seven people in an hour. To support myself, support the studio and repay the loan, I needed to sell 20-30 subscriptions a month. If I bought less, I no longer had enough money for all expenses. It was necessary to expand and increase income, and for this, another room was needed. In just five years, we moved four times - each time to a new area of the city. nine0003
In March 2013, I took away the mats and the music center and moved to another room - almost three times bigger than the old one. I had to take out a loan again, because the old pylons did not fit in height. For 150,000 R I bought five new pylons and changed the flooring. The move cost 300,000 R, including rent for two months.
300,000 R
I spent on moving
There were no problems with buying poles: even then in Russia there were several specialized companies that produced professional poles for dance studios.
The best and most famous is located in St. Petersburg - Pole4You. You place an order on the website, choose a convenient delivery method - I had "Business Lines" - and they send it. Two weeks later I received the pylons. nine0003
| Lesson in the second hall after renovation. The floor had to be re-laid - it should be soft high-quality linoleum so that the students do not hit their knees and do not get hurt when they fall | This is the third hall we have moved to. There I seriously invested in repairs, laid carpet on the floor, repaired the locker room and shower for students and teachers |
In the third hall, they made a bright panel on the wall. I was the first in the city to start teaching half-dance, so this particular dance is depicted on the panel The rent of the premises was three times higher than the previous one, the communal apartment was included in the price. In addition, you had to pay for security. All together it cost me 50,000 rubles.
There were no cheap premises, so the choice was either to continue or give up the dream. I decided to take a risk, and the risk was justified: the business grew rapidly. After the move, we already taught 10-12 students per hour and earned an average of 150,000 R per month.
How I built my work with teachers
I recruited teachers from former students: I chose those who had the potential for this or that direction, loved classes and knew how to communicate with the team. There were three main teachers, I took one or two more for additional directions like go-go. nine0003
She tried to make the work of teachers a pleasure: she gave salaries higher than the market, bonuses, paid for their education and advanced training, gave part-time jobs.
The average salary in the city for teachers at that time was 2500-4000 R per month for 2-3 lessons per week. I paid 7000-8500 R, if I gave out a bonus, then it came out about 10,000-11,000 R. I gave out bonuses to those who attracted new students to their classes and, most importantly, kept new students. Or those who came up with something interesting like New Year's contests. nine0003
Teachers went to Yekaterinburg to improve their qualifications. It cost me 500-3000 R per person. I myself taught until the fall of 2013, and then I decided to leave only to manage the studio, since classes took time and effort.
Promotion: mostly word of mouth worked
The very first I had a group in VKontakte — I started to recruit the first students even before the opening of the studio from former students. When I started to develop the group, I asked my friends to join it and make reposts, every day I posted posts, photos and videos to attract people. About a year later, the group had 1000 subscribers, and since 2013 it began to develop actively.
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The popularity of the project was also influenced by the uniqueness of the project: half-dance in the city was a new exotic direction, people from the media sphere became interested in this.
/marketing-ads/
Basics of marketing for business: advertising
My main clients were girls 25-35 years old with an average income and a little higher.
Here's what I used to promote.
Regularly updated accounts on Vkontakte and Instagram. I photographed a large, beautiful, spacious hall with high pylons, people reacted and signed up for classes. We wrote about the studio every day, posted posts, asked all our acquaintances and friends to tell about us. nine0003
Involved in the promotion of the community of teachers. In the new premises, I already taught with three coaches, whom I found among former students. They posted recruitment announcements for groups on their social networks, made photo sets and videos for Instagram.
Friends of acquaintances came - it turned out such a word of mouth.
Made a website for the studio. It cost about 13,000 R. I made a beautiful clip on the main page, added photos, information about teachers and a class schedule. After the site appeared, calls began to arrive twice as many. nine0003
13,000 R
I spent on the site
I invited photographers and cameramen to work on a barter basis. The direction was new in the city, so they were interested in working with us free of charge. Sometimes they did provocative reports like "Half-dance: striptease or art?", but in any case, publications brought us fame. There were about 15 permanent photographers.
Photos from the performances of studio teachers at concerts and events. These are dances on canvases. Photo: Dmitry Kaiser| An example of a photo shoot that we came up with with a photographer. Photo: Dmitry Kaiser | For them, it was new and unique content that no one else had done in the city. Photo: Dmitry Kaiser |
Placed ads about the studio. I have published on local sites, 2GIS, Flampe and Avito. She advertised several times through Yandex Direct. Local sites and 2GIS did not give any results, but promotion through Yandex Direct and Google Ads worked. nine0003
I was engaged in promotion, at the very beginning I asked a friend to figure it out and help set up advertising. Usually, new campaigns were launched before the season - at the end of summer to attract students for the new school year, and at the end of winter to attract people for the spring. The advertisement lasted 1-2 weeks, the average budget per campaign was 7000-15000 rubles. We did not have to negotiate with them: they themselves found out that a new dance style was being taught in the city, and they wanted to talk about it.
nine0003 We have worked with both beginner and well-known photographers. All this helped to promote the studio, but the most unusual ideas were suggested by already experienced photographers. For example, this photoshoot with canvases in nature. The canvases were fastened directly to the trees. Photo: Sergey Skorobogatov
Development of the studio: new directions in the city
Everything was spinning at breakneck speed. Soon I brought new dance styles to the city: aerial gymnastics on canvases and acrobatics on the ring. This trend had already begun in Yekaterinburg, and I knew that it would soon come to our city. It was necessary to have time to be the first. nine0003
At first, all this was not in demand, because it was hard and difficult for the students. It is very painful to practice on the ring and canvases: after the lesson there are huge bruises from hoops and burns from the fabric.
Imagine: you are hanging in the air and you are being held by a rag digging into your body.
But then the direction unfolded: beautiful photosets and clips with dances on canvas appeared in all social networks, competitions began to be held in cities, dance studios made enticing advertisements. nine0003
I was the first to develop this direction in the city, so the students immediately came to me. Once I organized a competition to draw attention to dancing on canvases: for the best photo on canvases, I gave a subscription to eight classes in the studio.
From the outside, these dances seem dangerous, but there have never been any accidents in my classes. Classes are necessarily held with special mats that soften the blows if someone suddenly falls. Teachers are trained and know how to avoid injuries. Before the start of classes, my clients got acquainted with the instructions for safety rules and signed it. Nevertheless, adults understood their responsibility, no one took risks once again. nine0003 For classes on canvases and rings, you need to buy additional anchors - these are such fixtures in the ceiling - and soft mats on the floor for safety
In general, there are few incidents in this area.
I heard only about one case: in Yekaterinburg, a girl flew off a pylon and broke her arm. But it was a pylon of a different design - a portable one that stands on the podium. It is less stable than a pylon bolted to the floor and ceiling in a studio.
I first looked for teachers at the local circus school, we have a pretty strong one. But we worked with them for a couple of months and did not agree, so I sent several students to study in Yekaterinburg at my own expense - so that they could conduct classes. nine0003
44,000 R
I spent on the introduction of a new direction
The introduction of new directions cost 44,000 R: 38,000 R was spent on canvases, anchors and rings, another 6,000 R were spent on teaching teachers.
Children's dance school and missed grant
My students and parents of former students regularly asked to open dance classes for children: variety dances, stretching, modern choreography.
This would help expand the business and reach a different part of the audience. I knew for sure that the project would be successful: I had already worked as a choreographer with children aged 6-7, I had a reputation and potential clients. nine0003
There was no free money to create a children's school, so I decided to look for a grant and found a suitable one - the competition of the Entrepreneurship Fund. To participate in it, one had to take courses and defend a business plan.
I did not learn anything new during the courses, since I already had an economic education. The next step was to write a business plan and submit an application. I asked for money not just for a children's school, but for business development.
I collected a package of documents: statutory documents, certificates of no debts to government agencies, a certificate of completion of courses, several questionnaires from the foundation itself, a business plan and checks confirming the costs of the project - 15% of the requested amount.
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300,000 R
I got to the children's dance school
As a result, I won the competition and received 300,000 R.
Everything went well, but again there were difficulties with the premises. I needed a hall with an area of 50 m², and these cost 50,000-100,000 R, and not in the center, but on the outskirts of the city. I couldn’t take on such obligations and pay more than 100,000 R for the premises of an adult and children’s studio: I had loans, and if something went wrong, no one would help me. nine0003
I tried to search for premises through state auctions and the city administration, I turned to the mayor for help. She offered to do free classes for children from orphanages or large families. But no one came towards me. We have a small city, culture and education are not particularly developed here.
There are factory workers in my city who prefer to drink and watch TV after work.
It was not accepted to get involved in something or have a hobby, so it is difficult to develop in a creative environment.
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As a result, the school could not be opened. I spent a grant on an existing studio, and the foundation accepted it, because I originally asked for money to expand and develop the business. So the grant was well spent.
Despite the history with the grant, 2014 was a successful year: for the first time we held the first major dance event in the city — a pole dance competition. At the same time, it became possible to open branches in other cities: I found two halls and a representative, and I could launch three schools at once. But she was afraid of responsibility and put it off for the future. nine0003
/pozhaluite-grant/
How I got a grant for 100,000 R
I was afraid to carry such a large financial burden on my own, especially the simultaneous payments for four rents. I also wouldn’t have had enough time to manage all the studios myself, and there was no one to delegate.
If I created a network of dance studios, it would raise the status of the project, bring in additional income and allow the sale of the franchise to start.
In the future, I did not have such opportunities. nine0003
Went into the red and started again from scratch
In the winter of 2014, things went badly. At first I thought that it was just the off-season, winter and summer in this area are disastrous months. I had a small airbag with which I closed the holes. But in the spring it ended, but the situation did not get better, and the business went into the red.
Just then, the financial crisis happened, and it hit my city significantly: salaries dropped a lot, people began to save money - and first of all on hobbies. The city has a poor population, business is not doing very well, and financial shocks have a strong impact. nine0003
It seems to me that my business went into the red mainly due to two reasons:
- Some of the teachers turned out to be unscrupulous - they conducted additional classes in the studio past the cash desk. Or they were trained at my expense, and then left and poached students.
I noticed this just in the fall of 2013 and in the winter of 2014, I was losing 20,000-35,000 rubles a month because of this. - Clients asked to extend their subscriptions in advance, but never brought money. In the winter of 2014, there were a lot of such cases - about 9— 12 people per month.
As a result, the studio's income fell from 110,000 to 60,000 rubles. I was forced to fire unscrupulous teachers and could no longer pay rent.
I had to move from a good place to nowhere, and the studio stopped working for almost a year - until February 2015.
Despite the closure, I believed in my project and had no idea what else to do. At that moment, the studio seemed to be the work of my whole life. In January 2015, I saw an advertisement for the delivery of a building with four-meter ceilings and two large halls. nine0003
By that time, competitors had already begun to appear in the city, who also taught half-dance. Half of my students and all the staff went to them - this time no one expressed loyalty and did not wait for me to solve problems.
But the description of the new premises hooked me, and I decided to open again. She recruited teachers from her former students, and also looked for clients through social networks.
The repair of the hall took several months, so the studio opened only at the end of March. With difficulty, but I brought the business to its previous level, launched joint courses with teachers from other cities. I spent 285,000 R on the opening - these are the costs of repairs and rent for three months. I borrowed part of the amount from a friend, I earned part myself - at night I wrote diplomas in economics for students. nine0003
285,000 R
I spent on opening a new studio
How I decided to sell the studio two months. I managed to pay off debts for repairs and reach a stable profit.
In 2016, a lot has changed in my life. I met my future husband, we began to live together, and then we decided to move to another city. The business was irrelevant for me, and I put the studio up for sale.
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It was planned that it would be bought by one of the old students who have been in the studio since its foundation. And so it happened. We negotiated with one of the students for almost a month. By that time, I had already closed my LLC and was about to move. Therefore, I sold the studio to her as an individual with the transfer of all rights, property and equipment for a symbolic 100,000 R - this is how much the equipment of the hall cost, taking into account wear and tear.
After the sale, I introduced the new owner of the studio to the staff and students, completed all personal affairs and never returned to this topic. nine0003
Expenses for December 2016
| Salary | 25 000 R |
| Premises for rent | 14 000 R |
| Drinking water and disposable cups | 2000 R |
| Alcohol | 2000 R |
| Utility payments | 1500 R |
| Total | 42 500 Р |
Salary
25 000 R
Renage Р
What mistakes affected the development of the business
Despite the successful start of 2014, I made mistakes that slowed down the development of the business.
Did not conclude contracts with teachers, because I relied on their integrity and honesty. As a result, they went through training that I paid for, then went to competitors and took students away. To prevent this from happening, I needed to legally fix the training and confidentiality conditions. For example, to prescribe in the contract that the teacher is obliged to work in the studio for a certain period after completing the training or pay its cost, otherwise - a fine.
Gave the keys to the studio to all teachers. nine0188 I didn't follow what the teachers were doing in the studio outside of class, and someone began to conduct classes past the cash register. Usually, an administrator works in studios, and only he has the keys: he opens and closes the studio, marks clients, and monitors subscriptions.
Made the salary too high in the city. I could save about 15,000 R per month on teachers' salaries and spend this amount more appropriately - on advertising or attracting additional teachers during the daytime and weekends.
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Didn't introduce strict visiting rules and didn't set up an accounting system. I went forward when the students asked to renew the subscription on credit or pay in installments. Because of this, I lost some of the money: clients went to classes, but never brought money for them, and I could forget who did not pay. If we had a CRM or other customer accounting system, these problems could have been avoided.
Irrationally used the premises. Instead of opening a second hall and teaching other dance styles, I made a dressing room and an office for employees in its place. In addition, it was possible to sublease the premises in the morning and afternoon, when there were no classes. I was offered this, but I refused. The studio could have a large sum from the evening for the sale of subscriptions, so you would have to keep track of those who rent the hall for sublease - either hire an administrator or do everything yourself. There was no worker for a nominal fee, and I didn’t have enough time.
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Did not use all advertising tools . It was possible to attract well-known personalities in the city for cooperation, place booklets and business cards in popular places, launch targeted advertising and more actively maintain a page on Instagram. When I reopened the studio, I no longer invited the press and did not arrange master classes, and as a result, they began to forget about the school, especially since three competitors appeared.
Made hasty decisions. The third move was unsuccessful: the studio was in an area that was difficult to reach by public transport, too much money was spent on repairs, and it was difficult to get along with the landlords. For example, they promised to install batteries for three months and started working only when I threatened to leave. nine0539 All agreements with landlords had to be fixed in writing in the contract, and not limited to verbal promises.
Invested in an ad that didn't work.
I spent 27,000 R on advertising on a local news site - not a single new client, not even a single call. About 4,000 R was spent on business cards. It was not possible to put them in popular places, because the owners asked for it from 5,000 R per month. And in the places where I put business cards - near familiar coffee shops and beauty salons - there was too little traffic, so this did not bring any effect. nine0003
I spent another 25,000 Rs on a sign for the entrance to the studio and a banner for the competition. Both were useful only once: the sign could not be taken away when moving, and although it attracted attention, it was possible to save money on it.
Business plan for a dance studio. How to open a dance studio
Rehearsal bases, dance halls, recording studios
in Moscow
Business plan for a dance studio. How to open a dance studio
At all times each of the nations praised the art of dance.
For example, two centuries ago, people from high society, the nobles, without fail hired a teacher in order to pass on to their children the ability to dance beautifully, do pirouettes and the most difficult steps. A little later, teachers were replaced by circles that opened at educational institutions, as well as in the Palaces of Culture. But today, this option is becoming a thing of the past, as everyone wants to learn the art of dance in a room specially equipped for this, where there is a separate dressing room, and sometimes even a shower. Without a doubt, the dance business can be a really promising and profitable undertaking. Where should you start your business? What is the best way to plan everything in order to “recapture” your investments in the shortest possible time and start making money? nine0003
Step 1. Market research
work. Be sure to find out as much information as possible about which dance schools are nearby, the cost of classes in them, the time of the lessons, and also about the skill of the teachers.
In addition, you will need to assess how competitors show advertising activity, because the success of many lies precisely in it. nine0003
Step 2. Choosing the main direction
When opening your dance school, you need to determine what its main concept will be. Choose the main dance style for the school, set the time for the classes. The target audience will mainly be working women who live nearby, which means they will want to attend classes in the evening. It is important to take the average income level of your visitors as a basis. Today, the most popular dance styles are strip dance, ballroom and classical, as well as oriental (for example, “belly dance”). In addition to classes in certain areas, the so-called “Dances for all". What are they? Everything is very easy - these are dances that are necessary for those people who absolutely do not know how, but madly want to learn how to move in order to participate with confidence in parties and go to clubs.
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It is important to note that any school forms its own branded, individual program according to the “Dance for All” type. Basically, it includes the most modern styles, thematic and classical dances. With well-thought-out advertising, such programs very quickly capture the attention of a large number of people, because everyone wants to learn how to move well in just a few weeks. Your main goal is to make this opportunity a reality so that every student can notice the visible results of hard training in the shortest possible time. It is in this case that you will no longer need to advertise classes in your dance studio: word of mouth will already work here. nine0003
Opening a studio: where to start
Step 3. Creating a list of services provided to make a profit for your establishment. It all depends on the school's work schedule, the number of groups, and there may also be a different payment format: hourly rent of the hall, well, or a subscription.
