sr art teaching business

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This book shows you step by step how you can start your own successful art teaching business, whether it’s at your home or at a rented studio. It will show you how to develop and customize not only classes, but also art camps, birthday parties, and artist’s retreats. Learn how to set up classrooms, find students, provide great customer service, and ensure the business remains profitable!



Self-Counsel Press (a division of) International Self-Counsel Press Ltd. USA Canada


FOREWORD INTRODUCTION 1 GETTING YOUR BUSINESS STARTEDThe Conception of Jolly Good Art Creative Visualization Setting goals Identifying Your Experiences and Transferable Skills How you can turn your creativity into a business Look, Listen, and Learn Apprenticing or teaching, and continuing your education Learning from children Contacting other artists and entrepreneurs

xiv xvii 1 1 2 4 4 6 7 10 10 10


Home-Based Studio Versus Rented Studio Home-based studio Renting studio space Zoning Consider your neighbors Your Business Name Conducting a business name search Searching the Internet for your proposed business name Making Your Business Legal Incorporation and other business structures Sales tax registration Liability insurance Police check

11 11 12 14 14 16 16 18 18 18 19 19 20 21 21 27 27 30 32 32 35 39 45 45 45 47 47 47 48 48 48 49

2 BECOMING A MULTIFACETED ENTREPRENEURCharacteristics of an Entrepreneur Your Strengths and Challenges at the Beginning Personal Skills Development Public speaking Shyness and fear of rejection Learning to delegate Learning Styles Other Things to Consider

3 ORGANIZING YOUR CLASSESFinding Inspiration for Your Services Visit the competition Arts and crafts stores Take an Artists Day Other areas of inspiration Number of Students per Class and Student/Teacher Ratio Dividing Your Classes by Age Younger age groups Classes for teenagers and pre-teens


Start & run an art teaching business

Overlapping ages Adult classes Portfolio Preparation Private Art Classes Parent-and-Child Classes Teaching Students with Special Needs Cerebral palsy Autism Attention Deficit Hyperactivity Disorder (ADHD) Art therapy Seasonal Programs Projects for seasonal camps Food for summer campers Special Occasion Parties Birthdays

50 50 52 52 52 53 54 54 55 56 56 58 61 64 64 67 67 68 69 69 69 69 70 70 71 71 71 73 73 74 75 75

4 CLASS PRICES AND MATERIALSPricing Calculating your price Captive product pricing Offering discounts Last word on pricing: Intangible value Materials and Supplies Costs Materials for classes Canvas Paper Materials for special effects projects

5 YOUR BUSINESS PLANWhat Is a Business Plan? Types of Business Plans Business Plan Layout Summary



Your history Description of your business Operations and management team Market analysis and research Technological strategy Forecasts and projections Reality Check Revisiting Your Business Plan Second draft of the business plan Bookkeeping What is bookkeeping and why keep up-to-date records? Bookkeeping: How simple or how complicated? Personal cash flow chart

75 76 76 76 76 76 78 78 80 80 80 86 86 89 89 90 90 91 92 94 95 97 99 100 107 109 111 111 113 115 115

6 IDENTIFYING AND TARGETING YOUR MARKETWhat Is Marketing? Direct and indirect marketing The Marketing Mix Place: Location of Your Target Audience People: Customers, Competition, and Networking Customers Competition Networking Promotion: Advertising, Brand Awareness, and Reputation Advertising Brand awareness Marketing Plan

7 CREATING YOUR WEB PRESENCEThe Importance of Being on the Web Important Information to Include on Your Website Including your prices and registration forms on the website Should You Design Your Website?


Start & run an art teaching business

Should You Hire a Professional Web Designer? An Example of a Great Website

116 117 119 119 120 120 122 122 122 123 125 126 127 127 128 128 129 130 131 131 133 133 135 136 137 137 141 141 142 144

8 INTERVIEWING AND HIRING EMPLOYEESHiring Suitable Staff Assistants Teachers Training Your Staff Payment Staff Incentives Interviewing Employee Contract Safety for Employees and Students

9 NETWORKINGWhat Is Networking? Why Network? Ask for What You Need Networking Is a Two-Way Street Volunteering Reputation Finding or Creating a Networking Group Combining Forces Creating a contract for partnership programs and events Mentoring and Coaching Benefits of hiring a mentor or coach Finding a coach or mentor You as a mentor and coach

10 GET ORGANIZED AND STAY ORGANIZEDGetting Organized Organizational styles The bigger picture



Finding the right system Time Management Organize, prioritize, and delegate Get control of your time Creating Good Habits Organizing your files Action lists Calendars and program plans Electronic management Prioritize Work and Play Schedule leisure time Schedule family time Risks and Signs of Burnout

144 145 146 147 149 149 151 153 153 155 156 156 157 159 159 159 160 160 160 161 161 165

11 GROWING YOUR BUSINESSBranching into the Next Phase of Your Business Organize artists retreats Create additional programs Sell art supplies Collaborate Franchise How Fast Should You Expand Your Business?



Start & run an art teaching business

EXERCISES1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 Creative Visualization Setting Your Goals Conceptualizing Your Art-Related Business Are You Ready to Begin? Where Will You Start Your Business? Choosing Your Business Name Are You an Entrepreneur? Personality Strengths and Challenges Shyness and Assertiveness Learning Styles Do You Have What It Takes? Researching Your Competition Seasonal Programs Visualize Your Action Plan Targeting Your Market Know Your Clients Your Competitors Researching and Writing Articles Preparing for a Website Finding a Networking Group Should You Hire a Coach or Mentor? Time Management 3 5 8 9 15 17 24 28 33 36 41 46 57 85 93 96 98 103 118 134 138 150

FORMS1 2 3 4 5 6 7 8 Release Form for Field Trips Registration Form Summer Camp Confirmation Seasonal Camp Survey Birthday Party Planning Personal Cash Flow Statement Interview Questions Time Log 51 59 60 62 65 87 124 148



SAMPLES1 2 3 4 5 6 7 8 9 10 11 12 SCOT Analysis for Jolly Good Art Home-Based Studio Authors Personality SCOT Analysis Projected Income and Operating Costs SCOT Analysis: Revisiting Jolly Good Art Business Plan Start-Up Action Plan A Start-Up Action Plan B Research in the Conception Stages Letter Seeking Permission to Distribute Art Leaflets in Schools Assistants Job Description Categorizing My Tasks Jolly Good Art Filing System A Typical Action List 13 30 79 81 82 84 92 108 121 147 152 154


Start & run an art teaching business



I dont care how much power, brilliance, or energy you have, if you dont harness it and focus it on a specific target and hold it there youre never going to accomplish as much as your ability warrants. ZIG ZIGLAR

The Conception of Jolly Good ArtMy first business involved importing English antique furniture. Because of my love of antiques, and my knowledge of good quality furniture, it seemed a natural path to follow. I enjoyed what I did, but after three years of frequent traveling, my family obligations overtook the burgeoning success of my company. I took a long, hard look at what it was I really wanted to do that would not end up compromising my marriage or motherhood. My husband and I analyzed my options. What did I really want to do and what could I do that wouldnt necessitate traveling? The

answer was art. I loved art, and an opportunity, by way of invitation to demonstrate my watercolor skills at a local ladies social group, planted the seed of the Jolly Good Art Studio and School. I wrote down a tentative plan for what I needed to do to earn a minimum monthly income. Rather than pressuring myself to start big, which would have made me feel overwhelmed, I decided to ease my way into the new venture. I researched and talked to people who I thought could give me advice. I talked to my friends with entrepreneurial backgrounds and the parents of my daughters friends. I contacted other artists and anyone I respected to give me their honest opinions.


I began with small classes of four or five students, in after-school programs in my own home-based studio in my basement as well as off-site. I calculated the earnings potential and seriously considered what I wanted to achieve. Would it be worth it? My mathematical equation was a basic one: Number of children x fee per child per month costs (e.g., supplies, rent, and eventually staff) = monthly profit Within a few months, using my marketing and networking skills, I took my home business to the next level. Registering my sole-ownership name of Jolly Good Art and insuring for maximum liability, I started with small classes for children and for stayat-home or self-employed parents. Before long I was also running various after-school (and after-work) and weekend programs in my home studio. The classes included painting and glass painting workshops for adults and weekend art classes for children of different ages and experience levels. During that time, a parent of one of my students had asked me if I offered summer camp programs. It was March so I thought, Why not? It seemed right to expand my business. I took the initiative to plan and prepare a unique summer camp program. I had plenty of committed campers interested in joining and could therefore cover the costs of additional staff. The last day of camp coincided with a seven-year-old boys birthday. With a little extra planning, having selected special balloons and games to celebrate the official

end of summer as well as his special day, the celebration was a success, and I was complimented for being able to organize such an event. Everyone could see I was a skilled professional. Could I organize another birthday party for the younger sibling