PRESTIGE DANCE ACADEMY
Picture a group of children pretending to be butterflies twirling and leaping around a calming
blue room. Their teacher is enthusiastic and encourages them to be creative and carefree. The
children are smiling and having the time of their lives. This is much more than a dance lesson for
their teacher, Amanda Hunsley; it is the realization of a life-long dream.
After graduating in December 2004 from the Applied Business and Entrepreneurship degree
program at Mount Royal College (MRC) in Calgary, Amada combined her passion for dance and
her drive for success to open Prestige Dance Academy. The studio offers a wide range of ballet,
music theatre, hip-hop, preschool, Mom & Me, and private dance lessons.
Her entrepreneurial spirit was evident at a young age, and beyond just the typical lemonade stand
or paper route. “She would fold laundry, do cleaning, and make her Dad his lunch and invoice
us,” her parents Pat and Don Harburn say. Her business idea also came at a young age. She
started dancing when she was three, and always imagined that she would become a dance
teacher. As a teenager she worked at a local dance studio where she had the chance to try almost
every job—from caretaker to secretary to instructor—and realized she wanted to do it all. One
summer she and another youthful instructor opened a holiday dance camp. Things worked out
well. “I had a business mind and once I realized I loved working with kids, I just put them
together.” She pursued her dream in a logical manner, starting by working one night a week in an
office to acquaint herself with basic accounting and administrative process while in high school.
The business program courses were geared toward entrepreneurship and prepared her for all
aspects of starting the business. However, being a true entrepreneur, she launched her venture at
age 19 prior to starting her postsecondary education. It was not easy.
Amanda did extensive research on the competition throughout the city that indicated that the
booming Westhills area of Calgary’s southwest quadrant was the place to set up. There were
expanding communities, young upscale families, high disposable income, and a gap in
competition. So, in 2002, with $20,000, and large amounts of volunteer elbow grease, including
drywalling duties free of charge by Amanda’s father, she transformed an ordinary storefront into
a professional studio. “At times it’s been hard to make people believe in me,” says Amanda. The
bankers didn’t. She had neither a track record nor a credit rating when she asked for a start-up
loan. They showed her the door. The contractors who installed her sprung (and costly) dance
floor didn’t show much respect either. Soon after she opened, one of her retail neighbours caught
her by surprise. “We all have bets on how long you’ll survive,” revealed her fellow entrepreneur.
“Well, I hope you’re betting I will be here for a long time,” was Amanda’s cheerful rejoinder.
“Nope,” said the man from a few doors down. “I bet against you.”
The doubter did not collect on his wager. In less than three years, the studio went from zero
students to over 400, Amanda was able to turn a respectable profit and become debt-free. In 2004
Amanda was selected out of over 200 college and university students across Canada as the CIBC
Student Entrepreneur of the Year winner. She dazzled the judges with her airtight business plan,
her presentation, and her encouraging revenues.
Amanda has had success, although she acknowledges that it hasn’t been easy. She admits she
made a serious mistake when she spent her entire promotional budget the wrong way, hiring a
marketing firm that failed to drum up results. “You learn and you fail and you try again,” she
shrugged. “I was devastated.” Now her marketing cash goes to Canada Post, which twice a year
delivers Prestige Dance Academy flyers to homes in her target neighbourhoods. After examining
a city map detailing traffic flow, she placed a sign for four months a year on a major road leading
into the area. Returns have been encouraging; enrolment has quadrupled in less than three years.
Like all small business operators, she has also had to learn how to deal with the occasional dis-
appointed customer, as well as with the odd NSF cheque. She has also learned to rely on her own
instincts when it comes to her business. She maintains high standards, limiting class size to 10
pupils. She also asks that students commit to a 10-month program, allowing her to maintain a
consistent cash flow and plan for financial contingencies. Amanda has since completed her
undergraduate degree and is now juggling marriage, motherhood, and her business. In order to
satisfy her personal goals, she now manages her business from home and teaches just one night a
week at the studio. She remains extremely dedicated and passionate about her business.
“Life is short,” she says. “It’s going to go fast, so you might as well be doing something every
day that you’re passionate about.” She encourages others interested in pursuing a dream to
follow her example. As she says, “Jump off the edge and do it. If you have the desire and the
passion and willingness to work hard, you’ll find success.”
Her studio continues to grow and attract customers, in fact, classes are often waitlisted at her
studio. She has hired additional dance instructors to help with the business, however, Amanda
wonders about the future growth of her business and whether to expand the business and add a
second location.
QUESTIONS
1) Evaluate Amanda’s preparation for entrepreneurship. How did it affect the process of her
starting a venture?
2) What are the challenges associated with operating her business at home?
3) What issues will Amanda encounter if she decides to open a second site?
Amanda Hunsley’s journey as an entrepreneur showcases a remarkable blend of passion, determination, and strategic preparation. Her entrepreneurial spirit began at a young age, and she combined her passion for dance with her ambition for success to establish Prestige Dance Academy. Here’s an evaluation of her preparation for entrepreneurship and its impact on starting her venture:
Early Vision and Passion: Amanda’s passion for dance was evident from her childhood. Her early exposure to various roles in a local dance studio allowed her to explore her passion and understand the business aspects of the industry. This experience laid a strong foundation for her entrepreneurial journey.
Educational Background: Amanda’s decision to pursue an Applied Business and Entrepreneurship degree program at Mount Royal College (MRC) in Calgary was a strategic move. Her education equipped her with the knowledge and skills necessary for entrepreneurship, covering areas like accounting and administration, which were crucial for her business.
Market Research: Before starting her venture, Amanda conducted extensive market research. She identified the booming Westhills area of Calgary as an ideal location for her dance studio due to expanding communities, young families, and a gap in competition. This strategic choice set the stage for her business’s success.
Financial Preparation: With a limited initial capital of $20,000 and substantial volunteer assistance, including her father’s help with renovation, Amanda showed resourcefulness and determination. Her ability to transform an ordinary storefront into a professional studio demonstrated her financial acumen and determination.
Entrepreneurial Mindset: Amanda’s entrepreneurial mindset was evident from her willingness to start her business at the age of 19, even before completing her postsecondary education. Her readiness to take risks and her vision for her dance academy showcased her entrepreneurial spirit.
Persistence and Learning: Amanda’s journey wasn’t without challenges. She faced initial skepticism from bankers and neighbors, but her persistence and belief in her venture prevailed. Her willingness to learn from her mistakes, such as a misallocated promotional budget, and adapt her marketing strategies demonstrated her resilience as an entrepreneur.
In summary, Amanda’s preparation for entrepreneurship was a critical factor in the success of Prestige Dance Academy. Her early vision, education, market research, financial planning, entrepreneurial mindset, and ability to learn from setbacks collectively played a pivotal role in the establishment and growth of her dance studio.
Challenges Associated with Operating the Business at Home
While Amanda has managed to operate her business from home to achieve a work-life balance, there are inherent challenges associated with this approach:
Space Constraints: Operating a dance academy from home can be limited by space, especially if the business experiences growth. Adequate studio space is crucial for conducting classes effectively, and home-based operations may impose limitations in this regard.
Professionalism: Maintaining a professional image and environment when operating from home can be challenging. Clients may expect a dedicated studio space, which can be difficult to achieve in a residential setting.
Privacy and Distractions: Balancing personal life with a home-based business can lead to privacy issues and distractions. Separating work and personal life can be challenging, impacting productivity and focus.
Zoning and Regulations: Depending on the location, zoning regulations and local ordinances may restrict or regulate home-based businesses, potentially leading to legal or logistical complications.
Scalability: As the business grows, the limitations of a home-based operation become more pronounced. Expansion and accommodating additional staff or students may necessitate a transition to a dedicated commercial space.
Issues with Opening a Second Site
Expanding to a second location is a significant step for Amanda’s business, and it comes with its own set of challenges and considerations:
Resource Allocation: Opening a second site requires substantial financial resources. Amanda needs to assess her financial capacity and secure funding for the new location.
Brand Consistency: Maintaining the same level of quality and brand consistency across multiple locations can be challenging. Amanda must ensure that the new site aligns with the values and standards of the original Prestige Dance Academy.
Staff Management: Managing instructors, staff, and operations across multiple locations can be complex. Effective communication and supervision become crucial.
Market Research: Extensive market research is essential to identify the best location for the second site. Amanda needs to assess the demand, competition, and demographics in the chosen area.
Marketing and Promotion: Promoting the new location and attracting students will require a well-planned marketing strategy. Amanda should leverage her previous marketing experiences and consider local advertising and outreach.
Operational Challenges: Expanding the business introduces logistical challenges related to scheduling, curriculum, and coordination between sites. Standardizing processes and operations is essential for efficiency.
In conclusion, Amanda Hunsley’s entrepreneurial journey with Prestige Dance Academy demonstrates the significance of preparation, perseverance, and adaptability in starting and growing a business. Operating from home offers flexibility but presents certain challenges, and expanding to a second location requires careful planning and resource allocation to ensure continued success. Amanda’s story serves as an inspiration for aspiring entrepreneurs, emphasizing the importance of passion, dedication, and the willingness to learn from both successes and setbacks.
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