Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Charlotte Williamson, Owner and CEO of Atlanta Dance Central, located in Roswell, GA, USA.

What's your business, and who are your customers?

At Atlanta Dance Central, we educate to empower our students to discover who they are. By creating a safe, inclusive, and body-positive space, we use dance to inspire students aged 18 months to 18 years to build important life skills. Our customers are the future leaders of our community, and we are proud to be a part of their journey to success.

Tell us about yourself

Growing up, I wanted to be a professional dancer and perform on Broadway. It wasn't until college that I realized I enjoyed teaching as much as I did. I started ADC in 2009 because I had fallen in love with a group of "misfits." I was asked to run a dance company, and on the first day, I realized that these dancers needed a lot of work. They had limited experience with dance but so much passion. Over the next three years, they grew both in dance technique and passion and wanted more. So did I, so I made the leap to open my own studio and serve even more students.

Being a dance teacher is unique because we get to see students grow up and stay a part of their lives for a long time. We just sent off a group of graduates I had taught since they were six. I see some students almost as much as their parents do depend on the week, and that creates really close relationships that last far past graduation. It's very inspiring to watch a shy three-year-old develop into a mature adult and to know you played a part in that process.

What's your biggest accomplishment as a business owner?

Surviving the pandemic and financially supporting my team through it! ADC was the first dance studio in the US to start holding virtual classes. In fact, we made the decision as a team and launched the first class in 2 hours. After that first whirlwind of a day, I met with studio owners throughout the US, Canada, and the UK and shared how we did. I talked them through the process and helped get them set up too. Of course, what we thought would be two weeks turned into two uncertain, frustrating years, but each step of the way, we got creative to see what we COULD do.

Some of the things we added or changed became permanent traditions in our community. I also received a lot of advice to cut the wages of my team in order to protect my business. I was determined not to ask my team to do more work for less money, so I kept trying to find cash elsewhere. I took advantage of the government support, cut expenses elsewhere, and was able to make sure they stayed financially secure.

What's one of the hardest things that come with being a business owner?

Setting and maintaining boundaries is probably the toughest thing for me. Since I have very close relationships with my clients and my team, it's hard when you have to make a decision that people don't like. There can be hurt feelings, and when people feel comfortable expressing themselves without a filter, it can end badly (especially for the relationship). By setting boundaries of what's OK and what's not OK before there is an issue, I am able to identify when things get off track and stop a conversation when needed.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Get a business coach. If you can't afford one, you can't afford to start a business.
  2. Clear is kind. Unclear is unkind. Don't be vague. Be kind & direct - people will thank you.
  3. Be ready for a wild ride. You won't know what you don't know until you need to know it. Just get started, stay curious, and be ready to learn.

Is there anything else you'd like to share?

Make sure that you design a business that YOU love versus only your customers love. I remember in 2012, I was working so hard, and the business was going well. I received an award for the Bulldog 100 for being one of the fastest-growing businesses that year. My husband congratulated me on New Year's Eve, and I said I was not happy.

At that point, I made the decision to be innovative and design what I wanted the business to be and my place within it. Some people didn't like the design, and it disrupted our industry - Not many dance studios do what we do - but I LOVE it. It allows me to feel inspired, feel more connected to our students and families and works for me. Be You - Not only in life but in the market too!

Where can people find you and your business?

Website: https://atlantadancecentral.com/
Facebook: https://www.facebook.com/CharlotteFosterAtlanta/
Instagram: https://www.instagram.com/atlantadancecentral/
LinkedIn: https://www.linkedin.com/in/charlotte-williamson-391b699/

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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