What is it and who is it suited to?
Planning and preparation
Franchising
Marketing
Rules and regulations
Start-up costs
How much can I earn?
Tips for success and useful contacts
Planning and preparation
The first question you need to answer is – what kind of dance do you want to teach? If you have the skill-base to support it, there are definite advantages to offering a wide variety of classes. However, don’t feel you need to know every dance style yourself. You’ll never be able to answer all your customers’ requests, but can always hire freelance dance teachers to fill the gaps.
You may also want to look for specific growth opportunities. Is a new dance style in vogue? Or is a particular era enjoying a contemporary revival – such as rockabilly, folk or the forties? Recent trends include the rise of fitness-focused fusion dance styles, such as Zumba and Ceroc, and early years’ activities, such as Ballet Babes. This decision – and in particular whether you choose to focus on children or adults – will help you to define your target market.
Next you need to decide upon a location. This is where market research is crucial, as Lianne Weston-Mommsen, co-founder of Starz Academy UK in Hampshire, explains: “Areas that you’d think on paper should be brilliant, such as those with higher household incomes, sometimes don’t really work. But in other areas, there might be more demand than you’d expect.”
One way to decide if a location is appropriate is to look at whether there are any similar, successful dance schools operating in the area. If there are, you’ll know there is demand for your business type and you then need to make an assessment as to whether there is room for some healthy competition.
Research your competitors thoroughly and ask yourself: How could I do it better? Brainstorm a unique selling point and plan your branding carefully, to avoid stepping on your competitors' toes. You could also test the water before you launch by offering short courses of lessons – for example at a local gym.
Indeed, you may want to continue to rent studio space, such as this, at least for the first year or so of your business. It’s a great way to keep costs down until you can afford your own studio.