The past few years have only shown us that dance remains a crucial form of cultural expression that transcends history and space. National Geographic’s look at virtual dance parties shows how, when many of us were stuck socially distancing in 2020, dance allowed us to express ourselves, our joys, and our love and sadness. The flood of dance trends and TikToks has only cemented that.
As interest around dance continues to grow, there is no better time than today to cater to the growing demand for dance and contribute to the development of the dance industry. However, there are a lot of things to consider before getting started with your own dance business. Here are four things to look at to ensure smooth operations for your dance business.
Prioritise self-awareness
Oftentimes, entrepreneurs are so engrossed in sorting out the logistics of running a business that they forget to reflect on their own capacities as business leaders. If you find yourself doing the same, this needs to be remedied. Assessment and self-improvement expert Dr. Travis Bradberry finds self-awareness in business is key to success: by being aware of your strengths and weaknesses, you can more efficiently manage your emotions and solve problems that come your way.
See how Paul Henderson, owner of 7 Tiffany’s Dance Academy locations in California, USA, quickly cited the rising tariffs in 2019 as a serious threat to their customers. Instead of succumbing to panic, Henderson immediately noted his capacity to devise solutions such as instituting a modest 5% price increase on dancewear, “hiding” this additional tax in the tuition, and more. This helped him cater to customers without risking significant losses for his business.
Jotform CEO Aytekin Tank suggests setting up multiple feedback channels to raise self-awareness. This can come in the form of a routine online survey, or even a synchronous teambuilding event. Otherwise, keeping a journal and asking “what” instead of “why” — such as, “What is lacking in our marketing strategies and what can be improved?” instead of ,”Why do we lack customers?” — will allow you to take more actionable steps on what needs to be fixed.
Expand your platforms
Thanks to innovations within the digital age, people are no longer limited to brick-and-mortar studios to practise their craft. A recent research report from MarketWatch explains that online dance training is projected to become a multimillion-dollar market globally by 2029, exemplifying an increasing demand for online dance training services worldwide.
You can take advantage of this trend by creating online dance courses and accepting customers who can follow each class through a virtual streaming device. Doing so can help you expand your market beyond the growing Austrian dance industry.
Specialise in a dance technique
Though many successful dance businesses offer an array of dance techniques, specialising in one allows you to build a credible reputation in the industry while narrowing down your market so you can craft more effective marketing strategies. Specialising in hip-hop, for example, may allow you to use bolder and brighter colours in your publicity materials.
You can also note how established dance businesses offer specialised dance education. Take the Vienna State Ballet, which zeroes in on Viennese ballet. Its dance routine ‘When Ballet goes Wrong’ was sensationalised worldwide. In the process, it was able to show a global audience its dedication – and that of its dancers – to the craft of ballet. This helped build its reputation as one of the world’s top ballet companies.
Consult your team on the specialisation of the dance instructors, while taking other potential competitors into consideration. For example, if your dance expertise will be ballroom but there’s another nearby dance business that specialises in the same technique, your team will have to figure out how to stand out as unique from the other.
Maximise your skill set
Finally, while it is crucial to have a specialisation, it’s important that you’re not afraid to scale up either. As we’ve previously listed in Dance Business Possibilities, your skill set can range anywhere from making choreographies to dance photography. Maximise these accordingly by embellishing your website with personalised choreography videos, engaging blog posts, or captivating photographs from performances that your clients have participated in. These unique features help you stand out from your competition and draw potential trainees to your business.
Running a dance business takes passion and preparation – and while every business has ups and downs to contend with, it’s even more important to enjoy the journey. With these tips, you can share the craft we love among equally-passionate dance students.
This is a guest post by Sarah May.