I start by creating a “SCOT analysis” to understand all my strengths, challenges, opportunities, and threats.
Renting studio space
You may feel that your home is not a suitable place for your business because of space constraints or family concerns. If this is the case, you will need to look for a suitable place outside of your home, in an area that will encourage clients to come to your business.
There are benefits to leasing a space for your studio and the location can be one of them. You may be able to acquire a space in an area that attracts lots of students from surrounding schools and colleges, or a busy retail area that attracts walk-by traffic. There may also be more parking spaces for your clients.
Another great advantage to renting is that when you leave your studio at the end of the day, your workday is done. No one will interrupt you at home in regard to business, because your business telephone number and address are different from that of your home. And this business address can go on all of your promotional material, such as your business cards and website. With a home-based studio, you wouldn’t freely give out your personal contact information, as you would want to protect your family and neighbors from strangers making surprise visits to your home to see the studio.
The studio may already be set up with appropriate lighting and ventilation for your business, and you may have fewer costs when it comes to designing the space than you would in a home-based studio. However, you will have to consider whether or not your landlord will allow you to make any significant improvements to the studio; for example, painting the walls or adding appropriate flooring. You may also have restrictions in your lease regarding the size and placement of your advertising signs. (Always seek legal advice before signing a lease agreement.)
There are other disadvantages to renting. Safety can be an issue for you and your clients. Is the area safe at night? Are the parking area and bus stop well lit?
You will need to consider transportation as well. Since many of your students may be younger and unable drive, you will need to make sure there is a bus stop close by.
The biggest disadvantage of a rented studio is the costs, which include rent and utilities. You may also have to lock into a year’s lease or longer, which can be a problem when you are just starting out and you realize after a few months that you are not making enough money to pay for the space.
Zoning
Various rules apply in the different regions of the US and Canada when it comes to home-based businesses. Before going further and doing any in-depth research for the proposed business, check the zoning bylaws with your municipality. In some areas you may not be allowed to undertake a home-based business at all — especially in a congested city or neighborhood in which parking is a significant issue. Do not tempt trouble by overlooking this important point at the beginning. Stay on the safe side to eliminate unnecessary stress.
Because zoning laws differ from city to city, contact your local municipality for exact rules and restrictions for your type of business. If you are renting a studio, get the relevant information and find out about regulations before committing to or signing a contract. Telephone or go to your local municipal office or visit its website for specific zoning laws.
If, in the beginning, you have not taken proper measures and researched the potential area, and if a neighbor complains to the authorities, you may incur fines and be closed down. Do not take any chances; confirm everything at the outset. Also confirm matters regarding signage on or around your rented space. Make sure you have up-to-date details from your zoning and regulations office about the types of signs you are allowed to display for promotion.
Contact your local city hall or your county clerk for the specific requirements regarding your business, as well as your local Chamber of Commerce for any legal advice on permits or licenses.
Consider your neighbors
If you respect your neighbors, then they should respect you, and you should feel confident in letting them know what your services are, and even what these services can do for their children and the community. I did not encounter any problems with my neighbors. I was lucky to have a large driveway in which small groups of students could be dropped off and picked up by their parents.
Make the outside of your home as appealing as you can: Trim the lawn and get rid of weeds in your garden beds. For a minimum amount of money and effort I planted annuals in pots, which brightened up the pathways and made the front and foyer of my home look inviting. First impressions count to your clients, and your neighbors will appreciate your effort as well.
With a rented studio you must consider what retail neighbors you have. You don’t want to set up your business in an area with lots of bars or big warehouses. You want to be in an area in which your clients and your retail neighbors will respect your business.
Your Business Name
I came up with the name “Jolly Good Art” when I was thinking about what set me apart from the rest of the local art establishments. People remembered me because of my British accent, so I wanted my name to be associated with England. The business name is a powerful marketing tool, and at this point I was already branding both myself and my art studio.
When I asked the students in one of my regular classes what they thought of the slogan “Love of Art Is a Very Good Start,” Rashad, a studious nine-year-old artist, suggested I change it to “Love of Art Is a Jolly Good Start” — to echo the name of the school. I promptly did, greatly appreciating my student’s input.
I hoped that the slogan went hand in hand with my mission statement. My school was to be a place of self-discovery and personal attention, dedicated to all aspects of art, including art appreciation and an understanding of what one can do with various media. I created a simple computer-generated logo of an easel to reflect the informal, fun, and educational nature of the services available.
Start offering your classes after registering your business’s name, but do not rush into creating a logo before you have had a chance to try the name on for size. It may come to you immediately, or it may come to you in the middle of the night like it did to me.
The perfect name is an important branding and marketing tool. It is a potential client’s first point of contact. When you have thought up a few names that you like, I suggest you conduct a business name search in the government databases as well as on the Internet.
Conducting a business name search
Keep your name short and simple. The shorter the name, the easier it is for potential and current clients to remember. The following list includes some business names I like because they are fun and show what the business is about:
• Movement from Within — a yoga school
• Throwing a Fit — a pottery school
• Your Fired — pottery painting and firing (in a kiln) services
• Gordon of Eden — gardener and tree doctor
• Sew What? — sewing-related services
• Alice Beads — costume-jewelry-making services
Make sure to keep the future in mind if you plan to use your own name as part of the company name. This may make it difficult to sell the business as a franchise. Also some clients may expect you to always be there, rather than having your staff teach them.
When you have come up with your company name, if you are in the US you should make a trip to the local courthouse and file for a DBA (Doing Business As). It costs around $50 and is a simple application to complete.
The government website www.usa.gov will help you get started on all aspects of starting and registering your business in the US. The Small Business Administration (SBA) website (www.sba.gov) will also give you information and tips for registering your business.