That said, I’ve never been one to implement reward programs to try to motivate a student.  I’ve known teachers who provide prizes or even monetary rewards for students who practice a certain number of times per week, but in my experience these can be ineffective and expensive.  Instead, I have found that providing students with performance opportunities motivates students to practice and in doing so, helps encourage a long-term relationship with the student and his family.

A student who is preparing for a recital or competition is likely to practice faithfully.  He doesn’t want to embarrass himself by playing poorly in front of his family and friends, but wants to impress them with his musical abilities.  A student playing for a competition or festival will, likewise, want to impress the judge and earn a good score.  A student who doesn’t practice and gives a poor performance is likely to want to turn things around the next time and prevent this experience from happening again!  Since some instruments can also be a bit isolating, hearing their peers play can also be motivating to kids.  A beginning piano student has the opportunity to hear a high school student play a famous Chopin prelude, and becomes excited about what he will be able to learn someday if he sticks with his instrument.

Parents also enjoy opportunities to see their children shine.  Hearing their children play in a recital or festival makes them proud and helps them understand the real gift they are giving to their children by keeping them in music lessons.  Hearing advanced students play also allows parents to see the rewards of a long-term commitment to lessons.

At my own studio, I try to provide students with many opportunities throughout the year to play in a variety of settings and through a variety of organizations.  I never require that a student participate in all of the events I offer, but I always make my students aware of what opportunities they have and help parents select a few that fit their child’s abilities and personalities well.  Some of the performance opportunities I provide are:

• Annual studio recitals, held at the community room of our local library
• Seasonal recitals put on by my local teachers organization at our university (allows students to play in an amazing venue on an amazing instrument)
• Masterclasses put on by my local teachers organization each spring
• Students share holiday music selections each December at a local nursing home
• Competitive opportunities through the National Federation of Music Clubs and my state music teachers organization

The Internet makes it simple to keep customers up-to-date on everything happening in your studio–events, continuing education, performance opportunities.  Using the Internet to frequently communicate information lets customers know that you are an active and involved teacher.

E-mail Newsletters

Perhaps the most obvious and easiest way to update clients about your studio is to send them an e-mail.  I have recently started using a service called MailChimp that allows me to design a quick newsletter template.  I try to send out these newsletter updates twice a month, and include a paragraph or two on such topics as practicing tips, upcoming performance opportunities, or links to musical events in the community.  The ability to design a more colorful template and insert pictures makes these newsletters professional and attractive and I love the way it presents information to my clients in an organized way.   I also have found that sending a newsletter directly to the inbox of a parent  rather than sending it home with a student is a better way to make sure this information gets into the parents hands!

Blogs

As I said in last month’s post, a blog is a simple and free way to advertise your business.  More than a marketing tool, it is also a great way to communicate information to current clients and expand on the snippets of information you’re sending out in your newsletter.  For example, your newsletter might tell your clients that you attended a conference and what workshops you took part in; but your blog can include a more detailed description of information you learned during these presentations.  Or you may expand on additional events in your community and maintain some sort of online directory.  I have found that using my blog to encourage my piano students to attend symphonies, concerts, and musical theatre productions has helped make music relevant in their lives, ensuring a longer future for them in piano lessons at mys tudio!

Facebook

Facebook is yet another way to keep in touch with your clients.  I use it to remind parents of upcoming recitals, schedule changes, and other calendar events at the studio.  Linking blog posts and copies of your newsletter onto your wall is also another way to make sure the information is getting into the hands of your parents.  One of the other great things about Facebook is it allows your clients to communicate with you in little ways.  After a recital last week, I had several parents post on my studio facebook’s wall about how much they enjoyed the recital.  One parent even posted a picture of her daughter and me playing a duet from the recital.  I also use Facebook as a way to post links to other articles about information I find relevant and important for families of piano students.  If I read an article in a publication about the correlation of music lessons and higher SAT scores, I’m quick to post the link to my studio’s wall.  Reminding clients of the benefits of music lesson is one more way to guarantee that music lessons remain a priority in their lives!

We are definitely living in the digital age.

Studio owners today must learn to use the tools we have available to us online if we’re to be successful in marketing our business and communicating with our clients.

Maintain a Website

New students at my studio fill out a form upon enrollment.  One of the questions asked is, “How did you hear about my studio?”  The majority of the time, the student has discovered me via my website.  This makes sense–when I think about how I look up my information, whether it’s dance lessons for my daughter or a local mechanic, I do it all online.  Studio Helper and Music Teachers Helper make maintaining a website simple and affordable.  Because I am so confident in the template and professionalism of my website through Music Teachers Helper, I always make sure that potential clients who are considering lessons with me have seen my website.  More often than not, a client who visits my website follows up with registration forms.  

In addition to making sure your website is up-to-date and professional, make sure it is also easy to find.  If you teach violin lessons in Chicago, include those terms on your homepage so that someone who types the words “violin lessons Chicago” into a search engine will discover your website immediately. 

Maintaining a Blog

A blog is a free and easy way to market your studio.  According to Google Analytics, my studio blog receives anywhere from 5-10 hits a day–mostly from locals but also from cities all over the world.  That’s 5-10 people reading about my studio each day at no additional cost to me.  I link my blog to my studio webpage–and vice versa–so that potential cliets can have a great deal of information about my studio at their fingertips.  By the time I meet with a student for an interview, they usually know a lot about my programs and upcoming events and are ready to sign up for lessons.  I try to write a new post every week or two so that I am always attracting new interest and potential clients can see that I am an active teacher.  Adding links to other local arts-related events and programs within your posts will also increase traffic to your blog. 

Maintaining a Facebook Page

I live in a college town, and pretty much every local business has a Facebook page.  I have noticed since opening a studio Facebook page that people become a fan on Facebook around the same time as they begin to inquire about lessons at my studio.  It’s one additional way they explore and discover new information about a potential teacher.  Studio Helper and Music Teacher Helper allow you to install a Facebook “like” button on your website, encouraging traffic to your Facebook page. 

Don’t bombard your studio’s page with constant status updates or your fans may grow tired of seeing your studio on their feed all day.  Try to post on your studio’s wall a couple of times a week, letting potential customers (and current students) know about exciting upcoming events at your studio.  Post links to any new post on your studio’s blog to your Facebook page so that you’re always cross promoting.

You’ve got ‘em–so now what?  Next month’s article will focus on using the Internet to ensure that your new clients will be long-term customers…

However, I continued to receive a generous amount of emails from prospective students and parents as well. And most often, those who contacted my studio via email actually followed through with registering for the waiting list and joining the studio.

Once the studio was at maximum capacity with a waiting list in the double digits, those phone calls started to become overwhelming. The emails were easy; I could simply personalize my standard email for prospective students and include a link to register for the waiting list. But with each phone call I received, I had the same conversation over and over again.

Returning phone calls during studio down time became a huge chore, and one that I dreaded. So I asked my colleagues for advice on the matter, and their answers were all the same: remove your studio’s phone number!

To many small local business owners, removing one’s phone number may seem ridiculous. But I breathed a huge sigh of relief as I redesigned the website’s header, this time leaving out our digits. There is a prominent “contact” (via email) link at the top as well as an eye-catching button where students can register for the waiting list.

No more long, rambly voicemails from parents who didn’t bother to read the information on the website, or multiple calls from students on the waiting list, wondering how long it would be until they received a spot. Now I can quickly respond to email inquiries over coffee at 6 am rather than using the prime hours of my day to return calls.

Do you provide your studio’s phone number on your website and elsewhere, or have you fully embraced the digital age?

JOINING AN AFFILIATE PROGRAM

This year as I prepared for the Fall semester I had a checklist:

• get contract packet out to students and confirm lesson times
• clean studio space
• order new and exciting music for the studio
• prepare for 4-part Parent class series
• update and add content to web site
• and the list goes on…

The list was long and kept me busy all through August (along with some well-deserved summer vacation days). As of last week, my students are back to lessons and happy. My daughters are in school and finding a daily routine. I am breathing a sigh of relief. We have done it again- a successful school year is underway.

With my “to-do” list under control I have turned my attention to my web site. In August, while updating the content and adding a few new links, I began to think of expanding the site. My current site has had two target audiences: my students and their families, and the teachers who are looking to complete training with me.

Originally I had an introduction to my program, information about my teaching philosophy, and the logistical details- where, when, how much. The following year I added a page of links to services and summer camps. Last year I added Studio Helper with a log in widget on the opening page of my web site. This gives the site a new purpose. It is the entry portal for my current students to reach all the terrific studio helper tools- the calendar, the practice log, the detailed financial information. It is also the collection site for potential students to register or contact me directly. This year I am working to create an “all in one” music supply page. Everything from sheet music, CD’s, and method books to practicing tools, metronomes, music stands, and even gifts for the holidays.

As I began to look into creating links to various music supplies, I kept coming across articles about affiliate programs. As I looked further I found several very practical sites that have affiliate programs and may meet my needs. Here are the vendors I am considering so far:

• amazon.com
• sheetmusic.com
• itunes
• virtualsheetmusic.com.

What is an affiliate program?

An affiliate program is a relationship. In return for sending business to a particular vendor, the vendor will give me a percentage of the sale. Although it seems simple, I am struck by the subtle differences in each affiliate program in terms of percentage earned and what I have to provide on my site. I am definitely doing my homework and learning as much as I can about each program.

Why should I become an affiliate?

I have already decided that a one-stop-shopping experience would be best for my students. I know that being able to enter my web site, click a link, and have the exact music book or song easily available will help my teaching be more effective. No more weeks of waiting and “oops, I forgot to order the book”. I know that offering a service like this is another example of how my studio provides exceptional service. It looks like joining an affiliate program has the potential to generate income from a service I plan to provide anyway and that has great value to me. So far it seems like a win-win.

What comes next?

I have completed the paperwork to become an affilate with several vendors. I have begun selecting items that I wish to have linked to my web site. Now I am working on the web page(s) to add to my site. I plan to start small with the most obvious and frequently purchased materials and then expand as I gain experience and come upon materials most useful to my students.

Have you used an affiliate program already?  Do you have any recommendations as I get started? Are there other web vendors with affiliate programs that I should consider? I would love to hear your ideas and experiences.

As musicians, we are used to working diligently in a profession that rarely pays us generously. I am constantly looking for ways to generate income while providing excellent service. Using an affilate program may only give me a small percentage of each sale, but it is income I will gladly accept.

We as teachers and business owners not only manage, promote, and create our studios… we fulfill a job description so extensive, anyone would be amazed.

Are you a planner?  Then you are the events, lesson, & class schedule coordinator.
Are you a teacher?  Then you are probably the one instructing – the main face of your studio.
Are you skilled in math?  Well, even if you aren’t, you are probably the billing department.
Are you good with computers?  Then you are likely the reason your website is kept up-to-date & people are always impressed with your professional documents.
Are you personable, friendly, and quick to respond to your customer’s and student’s concerns and questions?  Then you are the human resources (HR) department.
Are you a person your students can trust, talk with, and relate to while in the studio?  Then you are a mentor, a counselor, a friend.
Have you taken years and years of lessons in your field & do you continue to learn every feasible opportunity?  Then you are a professional.

The list could continue, but you get the idea.  Never underestimate the immense shoes you fill.

Now, throw in the extras…

Recitals, computer lab, concerts, contests, festivals, competitions, incentive programs, lesson planning, book searching, research, lists (I love those!), and so much more – are all likely part of your week, even a daily task considered vital in your studio.  I often ask myself, “What am I offering that other studios do not?”  I am not seeking to be in competition with other studios, just to always be the one offering the very best to my students.  With that, comes the need for help.

In our western culture, we avoid the appearance of neediness.  When was the last time you asked someone else for help?  No matter what tasks I can add to my “to-do” list, and no matter what new project I can dream up, if the actual face-to-face time does not take precedence, then I have failed at my job.

This weekend, I developed terrible stabbing, aching pain in my arms, from the fingertips to my shoulders – pain that won’t subside.  The pain has only gotten worse, and with that, has come the need to remember… I don’t need to type that project and I don’t need to lift that box (it can stay there).  I only need to communicate with my amazing students, be the best teacher I can, and ask those around me for help when I need it.  The very thought is humbling… I want to be able to do everything.  But if I were to push myself any farther, I would only be able to quit.  Ask for help, Kristin, ask for help.

My students proceeded to blow me away.  With more than 3 weeks off, they still faithfully practiced, came eager and ready, and didn’t mind that I was unable to focus or reach as well as I usually can.  My expectations for myself far exceeded their expectations… and far exceeded reality.  But I am glad… that all these years, I have been preparing… and now if I am not perfectly prepared for every moment, it is okay.

If only one thing you take from my jumbled, painful thoughts… let it be that you are a talented, devoted teacher – and you don’t have to be self-sufficient Superman to have a great, positive influence – even through pain.

On a side note, for music teachers out there, I HIGHLY recommend www.tonictutor.com for your students.  It has done wonders here in Oregon.  The customer service is amazing, the games are a blast for students, and it perfectly complements any music teacher’s account with StudioHelper.com.  Use both!    During the month of September, TonicTutor has a promotion for free access (trial) for all of their music games – I believe there are 34 of them now?  It’s amazing!

Have a blessed September.  Welcome back to the school year!

Here’s what my business records show for this month:

Membership renewal in my national, state, and local teachers’ associations: $135

Ad in the local paper: $45

Ad in local parenting magazine: $100

New teaching materials for lessons: $50

Business license renewal: $25

                                                                                           You get the idea.

Here are a few ways I try to help offset some of the costs of being a small business owner:

• Charging an annual registration fee.  Having a two year old myself who has taken tumbling class, swim lessons, and a Music Together class, I realize that every other activity charges an annual–or sometimes even a semester — registration fee.  Why should piano be any different?  Last September I began charging each family a $20 registration fee to help offset some of the expenses that inevitably come for me as a teacher and studio owner each fall.  No one has sounded any complaints, which echoes my belief that registration fees are fairly common with any activity these days.  Since I charge this every fall, my most expensive time of the year as a teacher, it has definitely been helpful.

• Charge appropriate fees for your service.  If you and every other teacher in the area are charging $15 a lesson, but you are the only teacher who participates in ongoing education (at your own expense), rents recital halls (at your own expense) and belongs to teachers associations (at your own expense) then you are offering something the competition is not.  Your rates should reflect this, and it is probably time for you to charge a bit more than other locals in your field.  It can be easy for us and our clients to think that we make $15-$20 per half hour, but the hours we put in behind the scenes and the expenses we incur as studio owners should be reflected in the rates we charge, too.  Don’t undercharge your clients for your services.  Educate your clients about this, too!  Let them know about the preparation, continuing education and studio expenses that you put in outside of their child’s weekly piano lesson or ballet class so that they understand how much you offer them as a teacher and realize that they are paying for more than just a weekly lesson slot.

• Keep track of your expenses for tax purposes.  Music Teacher’s Helper and Studio Helper are excellent resources for studio owners in this regard.  I had no idea how many things that I did as a studio owner were tax deductible until purchasing an account with Music Teacher’s Helper.  Now, keeping track of my monthly studio expenses and gas mileage and entering them in when I do my taxes each year is simple.  Whenever I purchase an ad for my studio or pay a membership fee, I enter it into my Music Teacher’s Helper account right away.  (Note: I keep a folder in my file with all these receipts in case I am audited.)  At the end of the year, the website does all the math for me and prints excel charts and graphs with my annual totals.  This has helped me take advantage of the tax breaks I can receive as a self-employed studio owner.  Do you use a portion of your home for your studio?  Check with your tax accountant about riding off portions of your utilities and mortgage based on the square footage and amount of time you use the portion of your house for a studio.

I hope all the studio owners out there have an enjoyable and successful year!

One of the biggest challenges that any studio faces is keeping a steady flow of traffic coming through the door from week to week. Sure, on paper the schedule is full; but when you factor in illness, vacations, and extracurricular activities, often that schedule ends up with gaping holes in it.

I’ve been dealing with this issue in my studio since it first opened…up until a few months ago, when I implemented an easy fix. It’s such a simple solution that I’m almost embarrassed I didn’t think of it sooner.

Almost all of my students’ parents (and many of my older students themselves) have a Facebook account, as I wrote about in my previous blog post. And like me, many of them log in on a daily basis. So instead of crossing my fingers that current students and those on my open waiting list will log in to their studio account and register for available lesson times, I make it a whole lot easier.

In every studio email I send, I include a link to my Facebook page in my signature and encourage all students to “like” the page in order to stay updated. Then once a day, if I have any openings in my schedule, I’ll simply post them on my studio’s Facebook page. I also include a link to the login page of my website so that someone can quickly and easily register upon seeing the post.

In my experience thus far, these openings get snatched up quickly. I have social media to thank in part for consistent studio income, where otherwise I might have missed out due to last minute cancellations. Do you employ a similar system?

That being said, I have to admit that when I began my home piano studio, I did not write out a formal business plan or even a startup plan! I did, however, create professional documents such as a studio policy, studio brochure, business cards, tuition statements, and many other documents necessary for running my studio. I also had a lot of goals for my business but they were mostly in my head. In spite of not writing out a business plan, my business has flourished and I am now in my ninth years with a full studio and a waiting list. As I become more and more educated on the business end of things, I realize the need for a business plan. It’s never too late to write one. In fact, to insure that my business continues to be successful, it is absolutely essential.

Why Write a Business Plan?

Putting everything on paper is powerful. Similar to writing weekly assignments for our students and asking them to document their practice for the week, writing a business plan aids in solidifying goals and recognizing both strengths and weaknesses. The United States Small Business Administration stresses the importance of writing a business plan for the following reasons: to obtain outside funding and credit from suppliers, to manage operation and finances, to promote and market your business, and to achieve goals and objectives. A standard template for a business plan usually includes:

1. Executive Summary (statement of the business purpose): It is recommended to write this last after you have completed the other pieces of the business plan.
2. Company Description: Legal establishment, history, startup plans, etc.
3. Product or Service: Describe what you’re selling focusing on customer benefits
4. Market Analysis: Know your market, customer needs, where they are, how to reach them, etc.
5. Strategy and Implementation: Be specific. Include management responsibilities with dates and budget.
6. Management Team: Include backgrounds of key members of the team, personnel strategy, and details.
7. Financial Plan: Include profit and loss, cash flow, balance sheet, break-even analysis, assumptions, business ratio, etc.

Now, all of this seems a bit daunting to me because some of it does not apply to my business. In my research I found that you don’t have to follow a standard outline. It is more important to create a business plan that will work specifically for your business to give you direction, examine and clarify goals, allocate resources, and prepare for problems and opportunities. The plan can be done as simply or as detailed as you like.

Whether you are a new or experienced studio business owner, I urge you to consider writing a business plan if you have not done so yet. To get you going on the process, here are some fun suggestions:

Visioning:

First of all, write a letter to your studio and date it a year in advance congratulationg yourself on completing your goals for the year. I got this idea from an article I read years ago on New Year’s Eve regarding setting personal goals for yourself. I did it and was amazed at how many goals I had achieved in the letter. Be specific in what it would look and feel like to have met your goals. Place the letter in an envelope, seal it, and do not open until the following year.

Ideas – Dream Big! Brainstorm!

Take some time to answer the following questions:

What would you like to change about your studio?
What would you like to change about your life?

Revisit in three months and ask yourself, “Have you started to make the change? If not, why?” Then, revisit in six months and ask, “Have changes been made? If not, why?”

What is Your Five-Year Plan? What is Your Ten-Year Plan?

Where do you want to be living in five years? Doing what? What changes would you like to make in your personal life? What hobbies will you be pursuing? How much will you be working or teaching? How much money will you make per student? What will be your total income per year? Then ask the same questions for ten years.

Next month I will explore more options for embarking on building a business plan. To be continued….

E-mail

The Internet has made communicating simple and effective.  When I think of how my own piano teacher growing up had to make phone calls whenever there was a schedule change or send letters home with students about upcoming events (and rely on us actually giving them to our parents…), I realize how lucky I am to be running a studio in the age of the Internet.  I use e-mail to communicate nearly everything that happens in my studio–upcoming recitals, workshops, lesson reminders, etc.  Not only does this simple and efficent way of communicating make life easier for me, but busy parents appreciate the quick, non-intrusive updates.  I also use e-mail to tell students about events in the community.  For example, if there is an upcoming symphony performance or a great sale at our local piano store, I will send a brief e-mail to my piano families to let them know.

Newsletters

I have found newsletters to be a great way to not only get studio information into my clients hands, but also to provide motivational and educational tips and articles to my families.  This has also been a wonderful tool to promote the benefits of music education. 

Once every quarter, I send a three or four page newsletter home with each student.  The newsletter includes upcoming studio event reminders and a welcome to new students, so that parents can see that there are new and exciting things happening in the studio.  I will also either write or reprint an article from another professional that covers a topic of interest.  The article might be general tips for encouraging home practicing, or it might be a study that tells about the academic gains made in students who take music lessons.  I also include a resource section where I provide parents with information such as recommendations for local piano tuners or websites that have fun music reading games for young children.

Annual Studio Report

At the end of each school year, I provide my families with an annual studio report.  I e-mail a copy to each family and also make the report available on my website, so that prospective families can learn more about what is offered at my studio.  In the report, I summarize the performances and workshops that students have participated in during the course of the year.  I include a section that lists the new equipment I have purchased for use in the studio (digital pianos, recording equipment, etc.).  I also provide a professional update and information about events that families can look forward to in the year ahead.  When some parents are perhaps feeling burned out after a year of negotiating practice times with their child, this studio report can be a great little boost.  It reminds parents of all the things their child has accomplished over the course of the school year, and gives them some new things to anticipate.