Since the age of six, Kyra Johnson has danced with elite schools including The Dance Theatre of Harlem, Alvin Ailey, Joffrey, and Steps on Broadway. In order to share her lifelong love of dance with others, “Ms. Jay” opened the New Beginnings Performing Arts Studio in 2009, offering dance and performing arts instruction to children, adolescents and adults. The studio focuses on retaining students throughout their progression with learning options ranging from walk-in classes to residency programs (pre-COVID). A recipient of the 2018 Woman of Excellence Entrepreneurial Award, Ms. Jay is a community leader creating mentorship opportunities for college students, fighting childhood obesity, and providing scholarships and other programs to support underprivileged youth.
How Did COVID Impact New Beginnings?
The COVID crisis had a devastating impact on the performing arts industry. The shut-down meant lost customers and declining income for the studio. Kyra prepared to offer virtual classes and invested in screens and cameras for the studio, but she was unsure of how to market it to new and existing clients.
How Did TAP Help?
TAP consultants, Paula Hernandez Rios and Souha Alameddine, assessed Kyra’s revenues and expenses to determine how to price her classes and calculate the number of enrollments she would need to ensure profitability. They also created a monthly cashflow tracker, and trained Kyra how to use it to make more informed business decisions. To strengthen digital marketing efforts, the consultants conducted a customer segmentation analysis, delivered a social media toolbox, helped with website improvements and coached Kyra on the use of social media analytics. TAP also offered information on grants and other business resources to provide additional financial relief.
Where is She Now?
New Beginnings Performing Arts Studio has an increased social media presence, resulting in improved brand awareness and new clients. Course offerings now include a robust mix of virtual and in-person classes. Most importantly, Kyra feels better equipped to run her business. She has a clearer understanding of New Beginnings’ key differentiators, as well as competitor products and pricing, and she confidently reviews her cash position on a regular basis.
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