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Building Enrollment I
By Carole Royal, Owner, Royal Dance Works
Director, Dance International

Running a dance studio can be the most rewarding profession there is, but rewarding in what way? The thrill of seeing a youngster accomplish a difficult step, the excitement of a win at a major competition, or the praises received after a successful recital all contribute to an immense sense of satisfaction.

Too often, however, as studio owners, we forget that a dance school is a business. To be able to offer our expertise and help shape today's youth, we must be able to pay the rent, teachers' salaries, insurance, supplies, utilities, dues, etc., etc., etc.

Dance studio owners possess impressive backgrounds in dance education but unfortunately may lack skills in business practices. The purpose of this feature column is to share ideas about running the business of a dance school.

By answering the following questions (yes, homework!), you will start on the pathway to building enrollment.

1. What initially got me started in my business?
2. When I first started, where did my students come from (what method did I use)?
3. Why did students originally take from me?
4. Why do students take from me now?
5. What primary method of generating students was used to build my business?
6. What ongoing sales efforts do I personally perform today?
7. What do I believe my greatest single competitive advantage is?
8. What aspect of my studio am I most proud of?

I hope you take the time to get out a pencil and paper and answer the above questions in detail. It is what started me a year ago on my own quest to build enrollment. I'm now very excited about the outcome of this first step and many additional ones that followed. My enrollment grew, my bottom line went up significantly, my teachers will be getting raises, and I feel I'm beginning to be justly compensated for all the hours of time that this profession requires.

Each future column will present a business tip that can be utilized immediately for studio growth. Good luck!