FOREWORD xivINTRODUCTION xvii1 GETTING YOUR BUSINESS STARTED 1The Conception of Jolly Good Art 1Creative Visualization 2Setting goals 4Identifying Your Experiences and Transferable Skills 4How you can turn your creativity into a business 6Look, Listen, and Learn 7Apprenticing or teaching, and continuing your education 10Learning from children 10Contacting other artists and entrepreneurs 10CONTENTSHome-Based Studio Versus Rented Studio 11Home-based studio 11Renting studio space 12Zoning 14Consider your neighbors 14Your Business Name 16Conducting a business name search 16Searching the Internet for your proposed business name 18Making Your Business Legal 18Incorporation and other business structures 18Sales tax registration 19Liability insurance 19Police check 202 BECOMING A MULTIFACETED ENTREPRENEUR 21Characteristics of an Entrepreneur 21Your Strengths and Challenges at the Beginning 27Personal Skills Development 27Public speaking 30Shyness and fear of rejection 32Learning to delegate 32Learning Styles 35Other Things to Consider 393 ORGANIZING YOUR CLASSES 45Finding Inspiration for Your Services 45Visit the competition 45Arts and crafts stores 47Take an Artist's Day 47Other areas of inspiration 47Number of Students per Class and Student/Teacher Ratio 48Dividing Your Classes by Age 48Younger age groups 48Classes for teenagers and pre-teens 49vi Start & run an art teaching businessContents viiOverlapping ages 50Adult classes 50Portfolio Preparation 52Private Art Classes 52Parent-and-Child Classes 52Teaching Students with Special Needs 53Cerebral palsy 54Autism 54Attention Deficit Hyperactivity Disorder (ADHD) 55Art therapy 56Seasonal Programs 56Projects for seasonal camps 58Food for summer campers 61Special Occasion Parties 64Birthdays 644 CLASS PRICES AND MATERIALS 67Pricing 67Calculating your price 68Captive product pricing 69Offering discounts 69Last word on pricing: Intangible value 69Materials and Supplies 69Costs 70Materials for classes 70Canvas 71Paper 71Materials for special effects projects 715 YOUR BUSINESS PLAN 73What Is a Business Plan? 73Types of Business Plans 74Business Plan Layout 75Summary 75viii Start & run an art teaching businessYour history 75Description of your business 76Operations and management team 76Market analysis and research 76Technological strategy 76Forecasts and projections 76Reality Check 78Revisiting Your Business Plan 78Second draft of the business plan 80Bookkeeping 80What is bookkeeping and why keep up-to-date records? 80Bookkeeping: How simple or how complicated? 86Personal cash flow chart 866 IDENTIFYING AND TARGETING YOUR MARKET 89What Is Marketing? 89Direct and indirect marketing 90The Marketing Mix 90Place: Location of Your Target Audience 91People: Customers, Competition, and Networking 92Customers 94Competition 95Networking 97Promotion: Advertising, Brand Awareness, and Reputation 99Advertising 100Brand awareness 107Marketing Plan 1097 CREATING YOUR WEB PRESENCE 111The Importance of Being on the Web 111Important Information to Include on Your Website 113Including your prices and registration forms on the website 115Should You Design Your Website? 115Contents ixShould You Hire a Professional Web Designer? 116An Example of a Great Website 1178 INTERVIEWING AND HIRING EMPLOYEES 119Hiring Suitable Staff 119Assistants 120Teachers 120Training Your Staff 122Payment 122Staff Incentives 122Interviewing 123Employee Contract 125Safety for Employees and Students 1269 NETWORKING 127What Is Networking? 127Why Network? 128Ask for What You Need 128Networking Is a Two-Way Street 129Volunteering 130Reputation 131Finding or Creating a Networking Group 131Combining Forces 133Creating a contract for partnership programs and events 133Mentoring and Coaching 135Benefits of hiring a mentor or coach 136Finding a coach or mentor 137You as a mentor and coach 13710 GET ORGANIZED AND STAY ORGANIZED 141Getting Organized 141Organizational styles 142The bigger picture 144x Start & run an art teaching businessFinding the right system 144Time Management 145Organize, prioritize, and delegate 146Get control of your time 147Creating Good Habits 149Organizing your files 149Action lists 151Calendars and program plans 153Electronic management 153Prioritize Work and Play 155Schedule leisure time 156Schedule family time 156Risks and Signs of Burnout 15711 GROWING YOUR BUSINESS 159Branching into the Next Phase of Your Business 159Organize artist's retreats 159Create additional programs 160Sell art supplies 160Collaborate 160Franchise 161How Fast Should You Expand Your Business? 161APPENDIX 165Contents xiEXERCISES1 Creative Visualization 32 Setting Your Goals 53 Conceptualizing Your Art-Related Business 84 Are You Ready to Begin? 95 Where Will You Start Your Business? 156 Choosing Your Business Name 177 Are You an Entrepreneur? 248 Personality Strengths and Challenges 289 Shyness and Assertiveness 3310 Learning Styles 3611 Do You Have What It Takes? 4112 Researching Your Competition 4613 Seasonal Programs 5714 Visualize Your Action Plan 8515 Targeting Your Market 9316 Know Your Clients 9617 Your Competitors 9818 Researching and Writing Articles 10319 Preparing for a Website 11820 Finding a Networking Group 13421 Should You Hire a Coach or Mentor? 13822 Time Management 150FORMS1 Release Form for Field Trips 512 Registration Form 593 Summer Camp Confirmation 604 Seasonal Camp Survey 625 Birthday Party Planning 656 Personal Cash Flow Statement 877 Interview Questions 1248 Time Log 148SAMPLES1 SCOT Analysis for Jolly Good Art Home-Based Studio 132 Author's Personality SCOT Analysis 303 Projected Income and Operating Costs 794 SCOT Analysis: Revisiting Jolly Good Art Business Plan 815 Start-Up Action Plan A 826 Start-Up Action Plan B 847 Research in the Conception Stages 928 Letter Seeking Permission to Distribute Art Leaflets in Schools 1089 Assistant's Job Description 12110 Categorizing My Tasks 14711 Jolly Good Art Filing System 15212 A Typical Action List 154
