Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Sara Vizcarrondo, Founder of The Academy of Ballet and Etiquette, located in Redwood City, CA, USA.
What's your business, and who are your customers?
I'm a school vendor and journeyman teacher. My primary customers are family units, but I often market directly to parents. I visit preschools and elementary schools to teach a unique ballet curriculum that uses the stories of the ballets to instruct steps, techniques, and manners. I also teach "at-home" etiquette classes. When a family is interested, they invite me to visit their home and provide a class according to the curriculum of the American School of Protocol. The at-home model works well for similar reasons: kids are comfy on their own turf and parents like being met to accommodate their schedules and needs. The entire goal is to give children positive and memorable experiences with classical culture.
Tell us about yourself
I used to be a film critic, and when all my publishing options dried up, I had to go back to what I did before I got out of grad school: teaching ballet. At the time, there were a number of companies farming dance teachers out to schools as "extracurricular vendors," and there was no oversight or quality control. I taught for a few of those companies, and the idea I wasn't giving the children something totally essential bothered me a lot, so I started to work on a curriculum of my own secretly: a way to share the ballet stories (children get SO MUCH from stories!) that included homemade puppets, body language, and storytelling they participated in. I was offered a post to coordinate extracurriculars at a really great system of Montessori schools, and they required me to get college units in Early Childhood Education. The way they helped me supplement my education had a big effect on my teaching plans for the children. When my contract with the Montessori Schools of Silicon Valley ended, I went out to find schools that would let me teach on their campuses. One school became 9 very quickly. Teaching the curriculum daily helped me figure out how to include things like class photos and email updates in my offerings so the parents have access to the work their children are doing and can find a way to participate--culture is meant to be shared. It's something for families to bond over. My timespan with a customer is about 3 years (preschoolers are 2-6 years old); after that, I seldom see them again, so I really try to capitalize on the fact our time is limited and make it memorable.
What's your biggest accomplishment as a business owner?
At my height, I taught ballet classes at 21 schools per week. I was doing really well and opted to be the sole breadwinner, so my husband could stop teaching for a period and just write (he's a screenwriter). I got a membership to the San Francisco Ballet. I started bringing my site directors, teacher partners, and other networking friends to see the performances. It was really inspiring. I also had the financial wherewithal to sign up for two certifications: one to teach Domestic Etiquette Classes for children 3-18 and another to teach Adaptive Dance.
What's one of the hardest things that come with being a business owner?
The vacuum of unscheduled time is a challenge. I have taken a lot of classes and read a lot of books on how to plan and preplan in service of productivity, and it took me a very long time to learn how to schedule to get real things done--I'm great at scheduling the busywork, it's the big moves I was slow to learn my way around. Also, hiring is pretty hard.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
START NOW. Do better work than anyone else. Wake up in the morning because you decide to--not because you have an engagement or obligation--get up with time to do something that's yours before you live a life full of things you do for others. A life led for others is amazing and what it's all about, but invest in yourself first. Lastly, lean into your successes. If they don't feel good to you, why are you doing any of this?
Is there anything else you'd like to share?
Good luck! I believe in you!
Where can people find you and your business?
Website: https://academyofballetandetiquette.com/
Facebook: https://www.facebook.com/DanceWithMissSara/
Instagram: https://www.instagram.com/academyofballetandetiquette/
LinkedIn: https://www.linkedin.com/in/sara-vizcarrondo-13525b23/
If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.
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