From inception up until the setting up process, how did you start your business?
I was attending Belly dance classes, just as a fun, creative hobby, when my teacher, Trisnasari, asked me to help her organise an event.
I had some events/production experience so I did so, gladly, and the first showcase (featuring professional and student dances) was a great success with lots of media attention at which point my teacher approached me to join her business as a partner.
I quit my job (marketing assistant) and did a short business course. Then we started to search for a studio.
A distant relative had just purchased an old martial arts studio and was happy to give us a go. We had a $220 computer, a $300 cash register and a stereo to play music for the dance classes.
Those were our humble beginnings!
Does your Greek Australian background help you or impede you in business?
It has helped. I think Greeks are proud people who want to see each other succeed. There is also a sense of obligation to your community and family network which, on this occasion, worked in my favour.
Another related story pertains to when we were taking on our second lease in a larger studio in Fitzroy.
There was a man operating a kafeneio across the road. He and his wife lived upstairs.
When the council made us put up the big yellow posters to advertise our new permit application, the Greek man – who had been in that same building for 44 years and probably objected to every new applicant -made an objection to council.
I panicked at first. Then I just walked across the road, introduced myself at the kafeneio, had a coffee and a heart-to-heart talk with him. Needless to say, our permit was approved.
How is business currently?
After eight years of hard work, we built up a dance and music empire! But last year, after my business partner decided to have a baby and I decided I felt a little burnt out, we decided to restructure.
We closed our large studio (where we were offering up to 40 classes a week, plus costume/CD shop) and now focus all our business online. That is, people book classes for a variety of studios from our website and also book us as entertainers.
What would you say stands out as the comparative advantage of your business over the competition?
We have some of the best talent with respect to our dancers. They are highly experienced, classy, beautiful and excellent dancers.
We choose well and we spend a lot of time building our network so we have musicians, fire artists, Bollywood dancers and all sorts that we can work into our shows.
Our teachers are highly qualified and experienced and travel constantly delivering workshops. Basically – skill and experience – on stage and in the classroom.
What is your vision for the future of your business?
I would like to offer classes online so that we can reach more people! Also, international touring of our dance troupe would always be welcome.
Do you have any tips for young entrepreneurs?
Make it your business to find out what you don’t know – the best decisions are informed ones.
Be fair – to yourself and to others.
Don’t take things too seriously – make your work fun.
Be brave, particularly when doing “grown up” things. You are one of many small businesses out there and there are many online resources to help you along.