1. Small Business Project
Sarah Start
Nichols College
Business & Society
MGMT 100-02

2. Introduction
Name: Laurie Connors
Company: Dance Techniques
How we met: We met when I was five years old
in my first dance class in 1998.

3. How did you get started in this
business?
“I danced most of my life, majored in dance
and education at college, danced professionally
for a bit, then moved back to my hometown to
open my own dance school.”

4. Why did you start this business?
“It had been a dream and I decided to go for
it. The opportunity was there, as I saw a
location where a studio had just gone out of
business, it seemed to be fate.”

5. What kind of business structure is
Dance Techniques?
• “It is a sole proprietorship.”

6. Why did you chose this structure
instead of another?
“It was recommended to me by many in the
field.”

7. How long have you been in
business?
Dance Techniques was opened in 1994 and
is in its 18th season.

8. What is your training/background in
the business? dance training at the Cathy Taylor school of dance
“Laurie, received her early
in Auburn, Ma. where she competed in regional & National (including
Nationally televised) dance competitions. She was awarded a dance
scholarship from Hofstra University where she received her Bachelor of Arts
Degree in Dance. While living in New York, Laurie taught at local dance
studios and performed with Chez-Zam Dance Company. She also took classes
with the Eglevsky Ballet & American Dance Theatre. Some of her repertoire
included: West Side Story, The Most Happy Fella, & Giselle. Laurie had been a
dance specialist at Worcester Arts Magnet School for six years. She continues
to study dance and is an active member of Dance Masters of America, Chpt. #5
(New England) Laurie is certified through the American Red Cross in CPR and
First Aid & is a Certified Aerobics instructor - Health in Motion.”
– from dance-techniques.com

9. How does that compare to the
company today?
“Dance Techniques has added three other
instructors that each add their own special
traits to the company.”

10. What services and products do you
offer?
Dance classes such as ballet, pointe, tap, hip-hop,
jazz, lyrical, modern, and creative classes
Adult and seasonal classes
DT apparel such as jackets, shorts, sweatpants,
winter-wear, bags, and warm-ups

11. What have been some successes?
“I have been fortunate to see a lot of success. I have been in
business for 18 years now and have seen many, many students
grow and improve from toddlers to accomplished adults. I have
made many friends and I feel very proud seeing the students
graduate and mature. I feel as though I was able to be a part of
their lives and a strong influence on them. Our studio has grown
in size and location and word of mouth has been positive. We
have competed locally and at Nationals. Some students have
gone on to dance professionally, teach, become doctors, and
most still have dance in their lives in some form.”

12. What have been some challenges?
“Dealing with egos and parent input are always an obstacle. Everyone
has different priorities and interpretation of the rules, so that is a
challenge. Class placement to keep all the students challenged, yet
confident is always important. Safety. Encouragement and knowing
how much to push a student to do their best and over the more recent
years keeping them interested, enthusiastic, and focused, along with
discipline. Taxes and keeping records and accounts are a lot of work.
Keeping the newsletter and website up to date and keeping everyone
informed takes time. Deciding on costumes that are appropriate and
reasonable for all. Deciding on sizes for costumes.”

13. What is the most challenging aspect of
running the business? Why?
“When we purchased our building there was a lot of laws
and building requirements that was probably the biggest
challenges we had getting everything up to code and
opening our doors on time when we bough our own
building. We are in difficult financial times and it is
difficult to collect payments. Also dealing with parents is
difficult as they have difficulties seeing outside of their
own children's scenario.”

14. How did you overcome all these
challenges?
“I still work on these challenges daily. I keep on
delinquent accounts - but sending multiple bills &
reminders, via phone, email, & postal mail. I do my best
to keep in touch with parents on their children's progress
positive or negative when needed.”

15. What are the critical success factors
for this type of business?
“Hard work, spending a lot of time - as owning a business
is more than a 40 hour per week job - it is every
day, working on curriculum, keeping current, continuing
education, always planning, being organized, booking
events early, keeping on schedule, returning phone calls
and emails promptly, keeping to your true plan, and always
making new goals.”

16. What are the fatal flaws in this type
of business?
“Not putting in enough time or effort, ignoring
conflicts or problems, gossip, not returning calls
email etc., allowing accounts to build
up, allowing others' opinions to change your
rules & or goals, inability to communicate.”

17. Do you plan to stay in business for
the extended future?
“Yes. I hope to do this forever.”

18. What are some of your plans/goals
for the future?
“Perhaps have more performances at different
venues, offer new classes and styles of dances
to a more diverse crowd (perhaps add more
adult classes, or short sessions for those unable
to commit to full year).”

19. What is your favorite part of
owning a dance studio?
“Knowing I achieved a dream so many people have. I
enjoy being able to teach dance and see so many
hundreds of people develop, learn and grow. Seeing
the proud feeling of accomplishment in a student's
face and passing on the love of dance. Knowing I have
touched so many lives is a great feeling.”

20. How important is marketing to your business
and what kinds of marketing do you use?
“Marketing is very important. We donate gift certificates to local
fund raisers, benefits, etc. We perform at local event whenever we
get the chance, the annual town fair, our local bazaars, fund
raisers, community service, such as dancing at nursing
homes, schools, etc. We sponsor local sports teams, they advertise
our name with a banner, in their programs, or on their uniforms.
Advertising in the telephone
book, newspapers, internet/web, facebook, students participate in
outside shows, having an attractive sign and location. Word of
mouth is probably the best - but your name here and there is
always great too.”