UA 
PL When your business faces difficulties
Maybe it’s not that you’re tired. Maybe you’re working just as hard — or even harder — than when you first opened your studio.
But profits are going down, and the number of client complaints is going up.
So what should you do in this situation? Read every possible article about the latest trends in digital marketing? Follow the business models of big fitness clubs? Join a dozen new networking groups hoping someone knows the magic formula to overcome this decline?
The truth is, every business is unique. Your industry is unique. Your brand is unique. That means the solution will be just as unique.
Many of us — creative people with strong willpower and leadership qualities — often forget about the basics. We move forward boldly, guided by our own vision of what will make our studio successful. But most of us open our studios without any real experience in running a business.
When I opened my belly dance studio while still in university, it never even occurred to me that I would need to learn any business fundamentals. I knew my industry, I knew the technique, and I knew how to teach.
However, when I faced stagnation, it was the knowledge of basic business principles that helped me get through the crisis. I was able to systematically analyze every aspect of managing my studio.
So now, as a certified business coach specializing in unconventional entrepreneurs, I want to share the knowledge that once saved me:
Here are 11 ways to systematically organize your business processes and identify the root cause of stagnation.
1. Review your business launch checklist. Did you skip any crucial steps in the rush to open your doors, start accepting payments, and build momentum? Take the time to thoroughly develop your business plan.
2. Reevaluate your branding. Many of us create a brand based on what we personally like or what we think will appeal to our clients. However, real market research often reveals that your brand isn’t sending the right message to the clients you actually need.
Are your ad campaigns and social media targeting the fitness industry, performers, or everyday women? Do your classes include people of all body types and all genders? Is that reflected in what you offer and how you sell it? Many of us need to revisit our target audience and brand messaging to ensure they truly align.
3. Evaluate your products, processes, and team. An outside perspective can be incredibly helpful here. Hire a “mystery shopper” to attend a class and provide feedback on the instructors and overall atmosphere. Offer a free demo class at a new location and ask participants to fill out a short 2–3 question survey afterward.
4. Monitor your cash flow. Your finances are the lifeblood of your business. If you’re not tracking your money, your business could be losing ground before you even notice. Many of us creative types hate dealing with numbers. That’s why I included a chapter and course on my website called “Financial Guidance for People Who Hate Calculating.”
Grab a pen and paper to write down your goals and projections. Forget mood boards and vision collages — calculate real numbers to see how much money you need to cover both business and personal expenses. Compare that to how much you’re actually earning. Figure out how many clients you need each month to meet your goals. Track the return on your marketing investments and determine how you can adjust your model to realistically hit your financial targets.
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5. Take a risk and invest in a growth stimulator. After completing the previous steps, you’ll know which area of your business will bring the highest return on investment. Upgrade your CRM to a premium version. Hire an assistant. Invest in real advertising.
6. Stop trying to do everything on your own. The biggest barrier to growth is our time. As Barbara Corcoran (Shark Tank) says: “The one thing every entrepreneur is most reluctant to spend money on is an assistant, because they think they can do everything themselves. But it’s the most important decision — handing off details to someone who can do them just as well.”
Even if it feels like you can’t afford help right now, make a plan. Find out how much a basic assistant costs (use platforms like Upwork or Freelancer.com to find remote help, or consider internships at local colleges for business and marketing students). Then think about how you could save a few dollars each week or find extra income to hire help within a year.
7. Invest time in your own education. Take a course in a new, related skill. Burlesque can add flair to your classes. Belly dance can offer new ways to isolate core muscles. Yoga helps with flexibility, strength, and building mind-body connection. Or consider courses that help you better understand your students. Body positivity programs or support events for survivors of domestic abuse have opened new ways for my clients to support students who find confidence and empowerment through pole training.
Join a retreat. Get fresh inspiration and tools for working with your audience.
8. Learn to manage your time better. Creative personalities often aren’t masters of time management — but it’s a skill you can learn.
My favorite time-management advice comes from Lee Cockerell, creator of the leadership and management program for over 40,000 Disney employees. He says: “Being efficient means getting things done. Being effective means doing the right things in the right order and paying attention to what is urgent, important, and vital in every part of your life.”
So are you busy all the time, but not truly productive? There are many tools that can help. (My workshop on this topic is called “Time Management for Creative Chaotics,” if you’re interested!)
9. Honestly evaluate your marketing efforts. If you’re relying only on social media and email campaigns, you’re ignoring about 20 other marketing channels that might work even better for you. Many of us fall into the trap of “passive sales funnels” promoted by digital marketers selling their own courses or services.
In a world of content overload and digital noise, it might be time to turn back to real human connections to close more sales.
10. Find a way to reignite your passion. Turning a passion into a paycheck can quickly lead to burnout. As a result, the work stops bringing joy — and apathy doesn’t build a successful business.
Liz London is a belly dancer, serial entrepreneur, author, and certified business coach. She ran a global dance studio and produced a seasonal vaudeville-style show, collaborating with acrobats, burlesque dancers, circus performers, and other unconventional artists. Her book, The Business Bible for the Unconventional Entrepreneur, is available on Amazon.
Liz helps performers and studio owners master the art of running a successful business, while also providing support and community for strong female entrepreneurs at TheLadybossNation.com
