Playbook
Planner
The Studio Playbook
For Studio Owners
Powered by My Studio Manager
Welcome to Your Growth Journey
Congratulations on opening your studio! Whether you're one year in or just launched, this playbook will help you move from running classes to building a thriving business.
Running a dance studio isn't just about choreography — it's about creating systems that support creativity, connection, and cash flow. This playbook is designed to help you master three essential operational pillars that will transform how you work.
Managing Enquiries Effectively
Turn interest into enrolments with proven systems
Communicating with Confidence
Build trust through consistent, clear messaging
Retaining Students Long-Term
Create loyalty through connection and recognition
Through these systems, you'll transform from a reactive operator to a strategic studio owner who leads with confidence and clarity.
Your Role Evolution: From Teacher to CEO
Many new owners come from a teaching background — passionate about dance but often unprepared for the business side. Your evolution involves three key mindset shifts that will shape your success over the coming years.
Instructor
Focus: Class quality
Mindset: "I deliver a great lesson"
Key Habit: Focus on student experience
Manager
Focus: Operations
Mindset: "I organise and track performance"
Key Habit: Build repeatable systems
Owner
Focus: Vision and growth
Mindset: "I lead people and grow sustainably"
Key Habit: Delegate and lead strategically
Goal: By the end of your third year, you should spend more time on your business (strategy, planning, leadership) than in it (teaching every class).
Key Metrics for a Healthy Studio
Before we begin, you need measurable indicators of success. These are your "vital signs" as a studio owner — the numbers that tell you whether your systems are working.
Understanding these metrics helps you make informed decisions rather than relying on guesswork. Let's explore the key performance indicators that every successful studio owner should track.

Use the My Studio Manager Dashboard to track these automatically. The platform can do the calculations for you, so you can focus on taking action rather than crunching numbers.
PART 1: Foundations
Building Your Studio's Core Systems
Success in the studio business starts with solid foundations. In this first part, we'll establish the essential systems that will support everything else you build. Think of these as the infrastructure that makes growth possible — without them, you're constantly putting out fires instead of moving forward.
The three pillars we'll cover form an interconnected system: enquiries feed into your student pipeline, communication builds trust and clarity, and retention creates sustainable income. Master these foundations, and you'll have a business that runs smoothly even when you're not in the building.
Why Enquiries Management Matters
Every enquiry represents a potential long-term student — but without a system, even strong interest can slip through the cracks. Your goal is to turn enquiries into enrolments with minimal friction and maximum care.
Think about it: a parent reaches out because they're excited about dance for their child. If they don't hear back quickly, that excitement fades. If the information is confusing, they feel uncertain. If there's no follow-up, they forget about you entirely.
Common Mistakes
  • Waiting too long to respond to initial contact
  • Sending inconsistent or unclear information
  • Lacking proper follow-up sequences
  • Not tracking enquiry outcomes or sources
Your new process will automate and personalise communication, ensuring every lead receives an immediate, professional response that makes them feel valued from the very first interaction.
The Enquiry Funnel
Understanding how potential students move from awareness to enrolment helps you identify where to focus your energy. Each stage requires specific actions and messaging to guide families forward.
Awareness
Objective: Get noticed
Discover the studio through social media, flyers, or word of mouth.
Interest
Objective: Capture interest
Engage with content, leading to a website form submission or phone call.
Consideration
Objective: Evaluate options
Families gather more information and compare choices.
Trial
Objective: Build connection
Experience the studio firsthand with a free or discounted trial class.
Enrolment
Objective: Close the loop
Register and complete payment to officially become a student.
Each step needs a clear message, an easy action, and a prompt follow-up. When you remove friction at every stage, conversion becomes inevitable.
Building Your Capture System
Your enquiry capture system is the gateway to your studio. When set up properly, it works around the clock to collect leads, respond instantly, and track where your students are coming from.
1
Create Smart Forms
Use My Studio Manager's lead form to capture essential information:
  • Parent or guardian name
  • Student name and age
  • Preferred class type and time
  • Source (social media, referral, website, etc.)
2
Automate the Response
When a new enquiry arrives, send an instant automated reply that acknowledges their interest and sets expectations for next steps. This immediate response shows professionalism and builds trust.
3
Track the Source
Within your CRM, tag each lead source (e.g., "Instagram," "Word of Mouth," "Local School"). This lets you measure which marketing channels perform best and where to invest your time.

Top Tip: Link your enquiry form to every digital channel — your website, Facebook page, Instagram bio, and Google profile. Make it as easy as possible for interested families to reach you.
Instant Response Template
First impressions matter enormously. Your automated response should be warm, professional, and action-oriented. Here's a proven template you can customise for your studio:
Subject: Thank you for your enquiry!
Hi [Parent Name],
Thank you for reaching out to [Studio Name]! We're excited to help your dancer shine. Our team will contact you shortly with class options and a free trial invitation.
In the meantime, feel free to browse our timetable and meet our teachers on our website.
We can't wait to welcome [Student Name] to our dance family!
Warm regards,
The [Studio Name] Team
This response accomplishes several goals: it acknowledges their enquiry immediately, sets an expectation for follow-up, provides useful information, and creates a warm, welcoming tone that reflects your studio culture.
The 7-Day Nurture Formula
Once you've captured a lead, the goal is conversion — moving them from enquiry to trial to enrolment. This proven sequence keeps you top of mind without being pushy.
1
Day 0: Auto-Response
Instant email confirming receipt of their enquiry
2
Day 1: Personal Follow-Up
"Hi [Name], we'd love to invite [Child's Name] to try our [Class Name]"
3
Day 2: Social Proof
Email a short video or testimonial from another parent
4
Day 3: Gentle Reminder
"Spots for this week's trial are limited — would you like me to reserve a place?"
5
Day 5: Phone or SMS Check-In
Personal touch: "Just wanted to see if you'd like to attend our trial this week"
6
Day 7: Final Invitation
"Last call to claim your free trial spot — we'd love to meet you!"
Automate this sequence inside My Studio Manager using preloaded workflows. Set it up once, and it runs automatically for every new enquiry, ensuring no potential student slips through the cracks.
Handling Objections Gracefully
When prospects hesitate, it's usually for one of three reasons: time, cost, or confidence. Understanding the real concern behind an objection allows you to address it with empathy rather than pressure.
Schedule Concerns
Objection: "We're not sure about the schedule"
Response: "Totally understandable! We have a few flexible options — would you like me to send those to you? Many families find a time that works once they see the full timetable."
Cost Concerns
Objection: "It's a bit expensive"
Response: "Many parents felt the same at first, but they found the value in the confidence and community their children gained. Would you like to hear about our payment plans?"
Confidence Concerns
Objection: "My child's shy"
Response: "That's exactly why we start with a fun, low-pressure trial — our teachers specialise in helping new dancers feel comfortable. You'd be surprised how quickly they open up!"
Remember: objections are rarely about saying no — they're about seeking reassurance. Your job is to listen, acknowledge their concern, and provide information that helps them say yes.
Tracking and Improving Your System
Your studio's enquiry-to-enrolment journey should be monitored weekly. What gets measured gets improved, and these metrics will reveal exactly where your process needs attention.
Key Metrics to Track
  • Total enquiries received
  • Number of trials booked
  • Enrolments confirmed
  • Source of each lead
  • Drop-off points in the funnel
Use the My Studio Manager dashboard to identify where drop-offs occur — then refine that specific stage. If enquiries are high but trial bookings are low, focus on your nurture sequence. If trials are high but enrolments are low, look at the trial experience itself.
Ready-to-Use Enquiry Scripts
Having proven scripts at your fingertips removes the guesswork and ensures consistency across your team. Customise these templates to match your studio's personality.
Phone Script
"Hi [Name], this is [Your Name] from [Studio Name]. Thank you for enquiring about our dance classes! May I ask what type of class [Student's Name] is interested in?"
Then listen carefully and offer 2-3 suitable options based on their response.
Follow-Up SMS
"Hi [Name], just checking if you'd like to confirm [Student's Name]'s trial in our [Class Type] session this week. We'd love to welcome you!"

Welcome Email Template
Subject: Your child's free trial at [Studio Name]
Thank you for your enquiry! We can't wait to meet [Student's Name]. Here's what to expect at your first visit:
  • Arrive 10 minutes early
  • Bring comfortable clothes and water
  • Our team will greet you and introduce your teacher
Call to Action: "Confirm your trial time here → [link]"
Troubleshooting Common Issues
Even with the best systems, you'll encounter challenges. Here's how to diagnose and fix the most common enquiry management problems quickly.
Too Few Enquiries
Diagnosis: Marketing visibility issue
Solution: Review website SEO, update social media advertising, refresh lead magnets, check Google Business listing
Low Trial Bookings
Diagnosis: Friction in booking process
Solution: Simplify booking link, shorten enquiry form, send more reminders, add urgency to messaging
High Trials, Few Enrolments
Diagnosis: Trial experience needs improvement
Solution: Improve trial class experience, train instructors on conversion conversations, follow up immediately after trial
Long Response Times
Diagnosis: Manual processes creating delays
Solution: Set up instant auto-replies, enable mobile notifications, assign enquiry responsibility to specific team member
Your Enquiries Action Checklist
Implementation is everything. Use this checklist to ensure you've built a complete enquiry management system that runs smoothly even when you're teaching.
01
Set up enquiry form and automation in My Studio Manager
Configure your lead capture form with all essential fields and link it to every marketing channel.
02
Create the 7-day nurture sequence
Write and schedule all automated emails and SMS messages for the complete follow-up journey.
03
Train your admin and staff on phone and SMS scripts
Ensure everyone who might answer an enquiry knows exactly what to say and how to book trials.
04
Track and review enquiry KPIs weekly
Schedule a recurring time each week to review your dashboard and identify improvement opportunities.
05
Celebrate every conversion
Acknowledge wins with your team and learn from successful enrolments to refine your approach.
Remember: systems create freedom. Once your enquiry management is automated, you'll wonder how you ever managed without it.
Building Connection, Consistency, and Community
PART 2: Communication Strategy
Communication is the heartbeat of your studio. It influences every perception — from how welcome a new student feels to how confidently a parent recommends you to their friends.
Great studios don't just run classes — they run conversations that make people feel seen, valued, and connected. In this section, we'll build a communication strategy that works consistently, even when you're busy.
The Role of Communication in Studio Success
Every message you send — whether it's a class reminder, a newsletter, or a personal thank you — either strengthens or weakens your relationship with families. Consistent, clear communication builds trust. Sporadic or confusing communication creates doubt.
Your communication strategy should accomplish four essential goals that work together to create a thriving studio community.
Be Consistent
Regular, predictable communication builds trust. Families know what to expect and when to expect it, reducing anxiety and questions.
Be Clear
Remove confusion about schedules, fees, and events. Ambiguity creates frustration; clarity creates confidence.
Be Connected
Personalise messages to strengthen relationships. Use names, acknowledge milestones, and show genuine interest in each student's journey.
Be Congruent
Keep tone and branding aligned with your studio's values. Every message should sound like it comes from the same caring, professional team.
Defining Your Studio Voice
Before writing a single message, clarify your brand tone. This becomes the emotional identity of your communication — the personality that shines through every email, text, and social post.
Your tone should reflect your studio's values and resonate with your ideal families. Here are the key characteristics that successful dance studios embody in their communication:

Golden Rule: Write every message as if you're speaking to one parent directly, not an audience of many. This creates intimacy and connection even in mass communications.
Internal Communication with Your Team
Your internal communication systems ensure your staff and instructors are aligned, informed, and inspired. When your team is on the same page, parents and students feel that cohesion.
Monday Check-In
Admin and leadership review:
  • Enquiry and enrolment numbers
  • Upcoming event reminders
  • Parent communications due
Thursday Instructor Bulletin
Weekly update covering:
  • Student progress notes
  • Costume and performance updates
  • Motivational highlights
Weekly Instructor Summary Template
Subject: Weekly Studio Notes – Week of [Date]
Hi Team,
Here's what's happening this week:
  • Events: [List upcoming recitals, workshops, etc.]
  • Student Highlights: [Any shout-outs or achievements]
  • Admin Reminders: [Attendance, uniform checks, etc.]
Thank you for your energy and consistency. Let's make it a great week!
Use My Studio Manager's internal chat or email templates for all weekly updates, ensuring nothing falls through the cracks.
Handling Incidents and Escalations
When challenges arise — whether a student conflict, injury, or parent complaint — your response protocol determines whether trust is strengthened or broken.
Document
Record the incident in My Studio Manager's notes immediately. Include date, time, people involved, and what happened. Documentation protects everyone.
Communicate
Acknowledge the issue to the parent within 24 hours. Never ignore concerns — silence creates distrust and amplifies problems.
Resolve
Schedule a call or meeting to address concerns calmly. Listen first, then collaborate on solutions that work for everyone.

Sample Escalation Response
"Thank you for bringing this to our attention. We appreciate your feedback and take all concerns seriously. I'd love to schedule a quick chat to discuss how we can make things right. When would suit you this week?"
This three-step protocol demonstrates professionalism, accountability, and care — the hallmarks of a well-run studio that families trust.
The Communication Calendar
Consistency comes from rhythm, not willpower. Establish a monthly communication calendar that defines exactly when and how you'll reach out to families.
Build recurring templates inside My Studio Manager to save time and ensure consistency. Once your calendar is set, communication becomes automatic rather than reactive.

Pro Tip: Schedule your content in batches. Spend two hours at the start of each month preparing your newsletters, reminders, and social posts. This prevents last-minute stress and ensures quality.
Core Message Types
Different situations require different message styles. Here are the essential communication templates every studio needs, ready to customise with your personal touch.
Welcome Messages
"Welcome to [Studio Name]! We're thrilled to have [Child's Name] join our dance family. You'll soon receive details for your first class and some helpful tips to get started!"
Event Announcements
"Our Term 2 Showcase is coming up! Rehearsals begin next week — costumes will be distributed starting Monday. Check your portal for class-specific details."
Reminders & Notifications
"Quick reminder: classes resume tomorrow! Please bring your water bottle and dance shoes. We can't wait to see everyone back in the studio!"
Appreciation Notes
"We loved seeing [Child's Name]'s confidence grow this term. Thank you for being part of our dance family and supporting your dancer's journey!"
Store these templates in My Studio Manager for quick access. Personalise each one before sending to maintain authenticity whilst saving time.
Automation Best Practices
Automate communication for efficiency — but keep personalisation intact. The goal is to work smarter without losing the human touch that makes your studio special.
Smart Automation Guidelines
  1. Trigger emails and SMS for enrolments, birthdays, payments, and absences
  1. Segment your audience using tags (e.g., "Junior Ballet Parents" vs. "Adult Tap Students")
  1. Always personalise — include first names and class names wherever possible
  1. Review quarterly to ensure tone and content remain current and relevant
What to Automate
  • Class reminders
  • Payment confirmations
  • Birthday greetings
  • Absence follow-ups
  • Term renewal reminders
What to Keep Personal
  • Incident responses
  • Major announcements
  • Student progress reports
  • Complex enquiries
  • Complaint resolution
Managing Negative Feedback
Even the best-run studios will face occasional issues. How you respond defines your reputation and often strengthens relationships more than perfect execution ever could.
Acknowledge Quickly
Respond within 24 hours. Speed shows you care and prevents issues from escalating in a parent's mind.
Thank Them
Appreciate them for raising the issue. Feedback is a gift that helps you improve, even when it's difficult to hear.
Move Offline
Take detailed discussions off email and social media. A phone call or in-person chat resolves issues faster and more personally.
Offer Resolution
Present a clear plan to address their concern. Action builds trust; empty apologies create cynicism.
Example Response: "We're so sorry to hear this experience didn't meet expectations. We'd love to understand more and find a solution. Can we give you a call today?"
Crisis Communication
Schedule changes, weather closures, and unexpected events require immediate, clear communication. Transparency and promptness prevent frustration and build trust.
Weather-Related Closures
"Due to severe weather, all classes after 5 PM today are postponed. Please check your portal for the updated schedule. Your safety is our priority — we appreciate your understanding!"
Last-Minute Schedule Changes
"We apologise for the short notice, but [Teacher Name] is unwell and tonight's 6 PM class will be taught by [Substitute Name]. All students are still welcome to attend!"
Facility Issues
"We're experiencing a temporary issue with our air conditioning. Classes will continue today in slightly warmer conditions — please bring extra water. We appreciate your patience!"
For crisis situations, use multiple channels: email, SMS, social media, and phone calls if necessary. Redundancy ensures your message reaches everyone quickly.
Creating Your Communications Bible
Consistency requires documentation. Build your Studio Communications Bible — a short internal guide that ensures everyone on your team sounds like they're part of the same professional, caring organisation.
Tone of Voice Overview
Define your brand personality and how it shows up in writing
Email & SMS Templates
Ready-to-use scripts for every common scenario
Posting Frequency Guide
Calendar showing what to send when
Brand Language List
Approved terminology and phrases to use consistently
Store this document in your team drive where everyone can access it. Update it quarterly as your studio evolves and your communication matures.

Pro Tip: Train one admin team member as your "Communication Champion" to manage the rhythm and tone of all outbound messages. This creates accountability and consistency.
Communication Metrics That Matter
To measure your communication impact and identify opportunities for improvement, track these key metrics monthly. What gets measured gets managed.
40-60%
Email Open Rate
Percentage of recipients who open your emails — indicates subject line and timing effectiveness
20-30%
SMS Reply Rate
How many families engage with your text messages — shows relevance and timing
90%+
Parent Satisfaction
Positive responses from termly feedback surveys — ultimate measure of communication quality
Use My Studio Manager's built-in analytics or integrate with email marketing platforms to track these automatically. Review metrics monthly and adjust your approach based on what the data tells you.
Remember: high open rates and positive feedback mean your messages are landing well. Low engagement signals a need to refresh your content, timing, or approach.
The New Family Communication Journey
Here's how all your communication pieces fit together into a seamless experience for new families — from first enquiry through their first term and beyond.
Enquiry Stage
Message: Auto-response
Timing: Immediate
Purpose: Acknowledge interest and set expectations
Trial Booking
Message: Personal invitation
Timing: 24 hours later
Purpose: Build anticipation and confirm details
Post-Trial
Message: Thank you + enrolment offer
Timing: Same day
Purpose: Convert enthusiasm into commitment
Enrolment
Message: Welcome email with orientation
Timing: Upon sign-up
Purpose: Set expectations and build excitement
Week 2
Message: Personal check-in
Timing: After first full week
Purpose: Reinforce connection and address concerns
Mid-Term
Message: Monthly newsletter
Timing: Ongoing
Purpose: Maintain engagement and community feeling
End of Term
Message: Re-enrolment reminder
Timing: 2 weeks before term ends
Purpose: Retain student for next term
Automating this journey inside My Studio Manager ensures no student ever feels forgotten or overlooked, even during your busiest seasons.
Your Communication Action Checklist
Transform your communication from reactive to strategic with these essential implementation steps. Work through this checklist methodically to build a system that works.
Define your studio tone of voice
Document the personality traits and language that represent your brand, creating consistency across all communications.
Create a monthly communication calendar
Map out exactly when you'll send newsletters, reminders, and updates — consistency builds trust.
Automate all key parent and student messages
Set up workflows in My Studio Manager for enrolments, reminders, birthdays, and renewals.
Train staff on internal communication rhythm
Ensure your team knows the Monday/Thursday meeting structure and how to use internal messaging.
Develop your Communication Bible
Create the internal document with templates, tone guidelines, and brand language for team reference.
PART 3: Retention Strategies
Keeping Students Engaged for the Long Term
Retention is the foundation of sustainable studio growth. Whilst new enquiries fuel expansion, retention sustains it — creating predictable income, stronger culture, and exponential word-of-mouth growth.
In this section, we'll build systems that transform occasional students into lifelong members of your dance family.
Why Retention Matters More Than Acquisition
It costs 5–7 times more to attract a new student than to retain an existing one. High retention means predictable income, scheduling stability, stronger community culture, and dramatically lower marketing spend.
Your current students are your best future students — they'll stay longer, refer friends, enrol siblings, and become your most powerful advocates in the community.
80-90%
Target Retention Rate
Aim for this percentage of students re-enrolling each term
18-24
Average Tenure (Months)
How long successful studios keep students engaged
20%+
Referral Rate
Percentage of new students from existing family recommendations
The Retention Formula
A thriving studio's retention system can be summarized with this simple equation. Master these three elements, and loyalty becomes inevitable.
Connection
Students and parents must feel part of a community — not just customers attending classes but members of a family
Progress
Students must see their growth and feel proud of their achievements — visible improvement creates motivation
Recognition
Both students and families must receive acknowledgement for their effort and loyalty — feeling seen creates belonging
Your Mission: Build repeatable systems that deliver connection, progress, and recognition consistently — not just when you remember, but automatically as part of your studio operations.
The First 90 Days: Critical Retention Window
The first three months determine whether new students will become long-term members. This is when families decide if your studio feels like home or just another activity.
1
Day 0
Welcome Email & Orientation Guide
Set expectations and build excitement for their journey
2
Day 7
Personal Check-In
Ask about their first class experience and address any concerns
3
Day 30
Progress Feedback Email
Celebrate small wins and acknowledge growth already visible
4
Day 60
Community Touchpoint
Invite them to an event or studio social to deepen connection
5
Day 90
Enrolment Renewal Reminder
Ensure commitment for next term with early registration incentive

Implementation Tip: Automate this entire workflow inside My Studio Manager to trigger emails and SMS at each stage. Set it up once, and it runs forever for every new student.
Building Your Welcome System
First impressions set the tone for the entire relationship. A comprehensive welcome system reduces confusion, builds confidence, and makes families feel instantly at home.
Welcome Pack
Digital or printed package including studio mission and values, class expectations, uniform guide, term dates and performance calendar, teacher introductions, and comprehensive FAQ
Orientation Class
Optional "Welcome to [Studio Name]" session each term to explain culture, programs, and opportunities. Personal introduction reduces anxiety and builds community from day one.
Welcome Email Template
Subject: Welcome to [Studio Name] — Let's Dance!
Hi [Parent Name],
We're so excited to welcome [Student Name] to our dance family!
Here's what to expect:
  • Arrival: 10 minutes before class
  • What to Bring: Water, dance shoes, and a big smile
  • Your Portal: Log in anytime to check schedules, invoices, and updates → [link]
We can't wait to see [Student Name] shine!
Building Connection Through Community
A strong studio community drives loyalty beyond discounts or programs. When families feel they belong, they stay even when schedules get busy or finances tighten.
Welcome Wall
Display photos of new students in your lobby or on social media, making them feel immediately recognised and celebrated
Parent Lounges
Create space (physical or digital) for parent connection — WhatsApp groups, coffee corners, or online forums build relationships
Themed Weeks
Encourage costumes or challenges like "Pink Week," "Spirit Week," or "Crazy Hair Day" to create fun shared experiences
Charity Events
Align your studio with causes that matter to families — community service creates powerful emotional bonds
Student of the Month
Recognise effort and improvement, not just skill — celebrate the journey, not just the destination
Family Communication Loop
Send a "Studio Family Update" every 4-6 weeks highlighting achievements, thanking parents, and celebrating community wins
Tracking and Celebrating Progress
Parents and students stay enrolled when they see progress. Invisible growth feels like stagnation — make every achievement visible and celebrated.
Progress Systems to Implement
  • Create a progress tracker for each program level (beginner, intermediate, advanced)
  • Send termly progress emails with specific feedback from instructors
  • Offer goal-setting forms for older dancers to create ownership
  • Document milestones in student profiles within My Studio Manager
Progress Report Template
Subject: [Student Name]'s Dance Progress
Hi [Parent Name],
[Student Name] has been developing beautifully in [Class Name]!
Here's what we've observed:
  • Strengths: Rhythm and focus in group routines
  • Focus for next term: Technique and posture refinement
  • Highlight: Led her group section at rehearsal this week!
We're so proud of their growth — keep up the great work!
— [Instructor Name]
Recognition Systems That Build Loyalty
Celebrating milestones turns families into advocates. When people feel seen and appreciated, they tell everyone they know about your studio.
Achievement Stickers
For younger dancers — "I mastered my turns!" or "Perfect attendance this month!" Simple recognition creates huge motivation.
Certificates of Growth
End-of-term printable certificates acknowledging specific achievements. Physical recognition students can display at home.
Social Media Shoutouts
"Dancer Spotlight" post each week highlighting a different student. Public recognition builds pride in both student and family.
Anniversary Rewards
Small gift or personalised message on 1-year, 2-year, and 5-year milestones. Acknowledge loyalty explicitly.
Graduation Events
Recognise long-term students moving to new levels or graduating from your program. Celebrate their journey with ceremony.
Annual Awards Night
Host a celebratory event each year with fun awards like "Most Improved," "Studio Spirit," or "Leadership in Class."
Mid- and Long-Term Retention Tactics
Once families are integrated, maintain engagement with continuity, variety, and ongoing excitement. The goal is to make leaving feel like losing something valuable.
Referral Rewards
Incentivise word-of-mouth with "Bring a Friend" weeks or referral discounts
Workshops & Masterclasses
Keep senior students inspired with special guest teachers and advanced training
Performance Opportunities
Regular recitals, competitions, and local events give students goals to work towards
Leadership Pathways
Create "Junior Assistant" or "Ambassador" roles for long-term students
Offboarding and Win-Back Campaigns
When a student leaves, it's not always forever. Professional offboarding keeps the door open and creates opportunities to welcome families back when circumstances change.
01
Record Reason
Document the reason for departure in My Studio Manager. Understanding why people leave helps you prevent future churn.
02
Send Exit Survey
Brief feedback form asking about their experience and what could have been better. Shows you care about continuous improvement.
03
Thank and Open the Door
"We're so grateful for the time [Student Name] spent dancing with us. If your schedule ever changes, our doors are always open!"

Win-Back Campaign (3-6 Months Later)
"Hi [Name], we miss seeing [Student Name] in class! We'd love to invite you back for a free trial or special alumni session. Would you like to reserve a spot?"
Schedule automated "We Miss You" emails every term for inactive students. Many families return when reminded they're still welcome.
Retention Performance Metrics
Track your retention KPIs each term using My Studio Manager's CRM data. Regular measurement reveals patterns and opportunities for improvement before small issues become big problems.
80-90%
Student Re-Enrolment Rate
Measure termly — the percentage of students who continue to the next term
18-24
Average Tenure (Months)
Review annually — how long students typically stay with your studio
<20%
Churn Rate
Track termly — percentage of students who leave each term
20%
Referral Rate
Percentage of new students from existing family recommendations
90%
Satisfaction Survey Score
Positive responses from termly feedback surveys
Review retention data with your team monthly to spot patterns early — for example, drop-offs in certain age groups, class times, or with specific teachers. Early identification enables rapid response.
The Retention Culture Checklist
Use this comprehensive checklist to ensure you've built a complete retention system. Work through each category systematically to create a studio where families naturally want to stay.
Foundation Systems
  • Automated 90-day welcome workflow active
  • Onboarding email and orientation materials ready
  • Regular feedback collection scheduled
Connection & Community
  • Studio social or parent group established
  • Monthly recognition or spotlight system
  • Community events and challenges planned
Progress & Recognition
  • Progress reports sent each term
  • Certificates or awards distributed regularly
  • Public recognition systems active (social, lobby board)
Re-Engagement
  • Exit survey and follow-up process established
  • Win-back campaign automated
  • Annual retention data review scheduled
The Retention Mindset
Systems Enable Care at Scale
Retention isn't just about systems — it's about how you make people feel. Every message, smile, and acknowledgement adds up to create an emotional connection that transcends transactional relationships.
A parent who feels appreciated will stay loyal even when schedules get busy. A student who feels seen will return year after year. Your mission is to build a studio where families feel they belong.
The systems in this playbook enable you to deliver consistent care at scale — to make every family feel special even as your studio grows. That's how retention becomes your greatest marketing tool and your most sustainable growth engine.
When families feel they're part of something meaningful — a community that celebrates their child, recognises their progress, and values their presence — leaving becomes unthinkable. That's the power of strategic retention done right.
PART 4: Multi-Studio Adaptation
Applying Core Systems Across Studio Types
Whilst this playbook centres on dance studios, the systems you've built are universally applicable across creative and performance-based studios. The strategic foundation remains the same: Enquiries → Communication → Retention → Growth.
Each adaptation below aligns with the operational needs and customer expectations of different studio types, maintaining the same proven principles whilst adjusting for context.
Music Studio Adaptation
Creating Harmony in Student Experience and Systems
Enquiries Management
  • Offer instrument-specific enquiry options (piano, guitar, voice, etc.) to route leads correctly
  • Replace "trial class" with "intro lesson" or "first assessment session"
  • Highlight instructor credentials, scheduling flexibility, and teaching philosophy
Key Message: "Music is a journey — and your child's first lesson is just the opening note"
Communication Strategy
  • Send weekly lesson reminders via SMS or email
  • Include practice tips and progress logs in your messages
  • Automate monthly lesson reports via My Studio Manager
Example: "Hi [Name], [Student's Name] has been progressing beautifully! Their next goal: mastering [Song/Piece]. Keep up the great work!"
Retention Strategies
  • Create recital pathways (mini concerts, studio performances)
  • Offer progress certificates or badges (e.g., "Mastered First Scale")
  • Develop family loyalty programmes — discounts for siblings or multiple instruments
Retention Tip: Encourage goal-based milestones every 12 weeks (performance, piece completion, exam readiness)
Music education requires intimate instructor-student relationships and careful progress tracking. The systems adapt to support one-on-one lessons, practice accountability, and milestone celebrations through performances and examinations.
Art Studio Adaptation
Inspiring Creativity and Confidence Through Structure
Enquiries Management
Showcase visual examples in follow-up emails (photos of student art or past exhibitions). Offer "trial workshops" — one-off creative experiences for newcomers. Include supply fee transparency early.
Message: "Art is expression — every artist starts with one brushstroke. Join us for a creative trial!"
Communication Strategy
Send weekly class reminders with theme or materials list. Maintain a visual progress gallery (Google Drive or portal feature). Include student artwork in newsletters.
Example: "This week's theme: Nature & Texture! Students will explore painting with natural objects"
Retention Strategies
Host gallery nights at end of each term. Use progress portfolios — digital folders showcasing evolution. Offer family passes for workshops or parent-child art sessions.
Tip: Spotlight one student's artwork weekly on social media — recognition drives retention
Yoga Studio Adaptation
Balancing Membership, Mindset, and Community
Yoga studios thrive on habit formation and wellness community. The systems adapt to support membership models, class variety, and the mindfulness-focused experience that defines yoga culture.
Enquiries Management
  • Lead magnets offer wellness incentives ("Free 7-Day Pass" or "Mindfulness Starter Pack")
  • Follow-up focuses on experience over technique — "feel the space"
  • Automate calming, brand-aligned sequences with minimal urgency
Example Tone: "Take a breath. You've found your new sanctuary. We'd love to invite you to your first complimentary class."
Retention Focus: Track attendance streaks, build community challenges ("21 Days of Flow"), offer tiered memberships and wellness events. Emotional connection is key — focus on transformation stories.
Cross-Studio Best Practices Summary
Here's how the core systems adapt across different studio types whilst maintaining the same strategic foundation. Use this as a quick reference when customising your approach.
PART 5: The Studio Toolkit
Ready-to-Use Systems and Templates
This section provides downloadable tools and templates that you can customise for your studio. Each resource is designed to save you time whilst ensuring professional consistency across all operations.
Access these resources through your My Studio Manager dashboard and adapt them to match your studio's unique personality and needs.
Systems Templates
These foundational templates help you track, manage, and optimise your studio operations with minimal administrative burden.
1
Enquiry Pipeline - Opportunities
Use the Opportunities Pipeline in My Studio Manager
  • Date Received
  • Name and Contact Details
  • Class Type Requested
  • Source (where they found you)
  • Status (New / Trial / Enrolled / Closed)
  • Notes and Follow-up Date
3
Communication Planner
Pre-filled with weekly, monthly, and termly touchpoints.
4
90-Day Retention Workflow Sheet
Lists each action, date, and responsible staff member with checkbox progress tracker to ensure nothing slips through the cracks.
Retention and Feedback Forms
Gather insights, celebrate progress, and maintain connection through these professionally designed forms. Available as online forms or printable PDFs.
1
Student Progress Report Template
Includes sections for term goals, detailed teacher comments, specific achievements, and areas for development.

You can find this in your Forms section in My Studio Manager
2
Parent Feedback Survey
Key questions include: How satisfied are you with communication? What does your child enjoy most? Any suggestions for improvement? Would you recommend us to others?

You can find this in your Surveys section in My Studio Manager
3
Exit Survey
Gathers reason for leaving (schedule, cost, experience, etc.), likelihood of returning, suggestions for improvement, and testimonial permission.

You can find this in your Surveys section in My Studio Manager
Recognition Tools
Celebrate achievements and build loyalty with professional, customizable recognition materials for your studio. Easily integrate our templates with Canva to suit your branding.
Certificates & Awards
Progress Tracking
Event Recognition
  • Recital Programs: Professional templates for showcasing your event schedule and participants.
  • Performance Certificates: Award students for their participation and performance.
  • Social Media Shout-Out Templates: Ready-to-use graphics for celebrating student achievements.
Parent Communication Tools
  • Progress Reports: Detailed templates to keep parents informed of their child's development.
  • Achievement Announcements: Customizable notices to share student successes with parents.
My Studio Manager: Advanced Analytics & Reporting
Harness the power of My Studio Manager's integrated analytics to gain deep insights into your studio's performance. Our intuitive dashboards and automated reports provide real-time data, empowering you to make data-driven decisions and optimize every aspect of your operations.
Real-Time Enrolment Dashboards
My Studio Manager's built-in dashboards provide an in-depth Enrolment Tracker. Automatically visualize new vs. returning students, track month-over-month growth, and identify critical trends in student acquisition and retention, all within your MSM platform.
Automated Retention Reporting
Leverage MSM's automated Retention Scorecard to instantly calculate retention percentages, churn rates, and average student tenure. The system proactively highlights concerning patterns, allowing for immediate intervention and improved student loyalty through actionable KPIs.
Communication Engagement Metrics
Optimize your outreach with My Studio Manager's built-in Communication Tracker. Monitor email open rates, SMS delivery and response times, and track engagement metrics to understand which messages resonate most and improve overall parent satisfaction.
Regular measurement transforms gut feelings into actionable insights. What gets measured gets improved — these tools make measurement effortless.
Implementation Roadmap
Follow this month-by-month plan to systematically build your studio operations from the ground up. Each phase builds on the previous, creating compounding returns on your effort.

Don't rush the process. Building systems takes time, but the investment pays dividends for years. Focus on implementing one month fully before moving to the next.
Bringing It All Together
You've now explored comprehensive systems for managing enquiries, communicating with confidence, and retaining students for the long term. These aren't just theoretical concepts — they're proven frameworks that successful studio owners use every day.
What You've Built
  • An automated enquiry system that converts interest into enrolments
  • A communication calendar that builds trust and consistency
  • A retention framework that creates lifelong students
  • Adaptable systems for multiple studio types
  • Ready-to-use templates and tools
Your Next Steps
  1. Choose one system to implement this month
  1. Schedule time to set up templates and automation
  1. Train your team on new processes
  1. Track metrics and celebrate early wins
  1. Refine based on data and feedback
The Power of Systems
Systems Create Freedom
Running a studio isn't just a business — it's a movement of people united by creativity, passion, and community. This playbook gives you the structure to run your studio with confidence and consistency, so you can focus on what truly matters: transforming lives through art, movement, and connection.
"Systems create freedom. Culture creates loyalty. Together, they build legacy."
— My Studio Manager: Empowering Studios for Growth
With automated systems handling the operational details, you're free to focus on vision, creativity, and the meaningful relationships that make your studio special. That's the transformation from overwhelmed teacher to strategic owner.
Your Studio's Transformation Journey
Remember where you started — perhaps managing enquiries in a notebook, sending sporadic emails, hoping students would return each term. Now you have professional systems that work whether you're in the studio or not.
1
From Reactive to Proactive
You're no longer putting out fires — you're preventing them with systems that run automatically
2
From Chaos to Clarity
You know exactly where your students come from, what they need, and how to keep them engaged
3
From Teacher to CEO
You're spending more time on strategy and growth, less time on administrative tasks
4
From Survival to Thriving
Your studio runs smoothly, families feel valued, and growth is predictable and sustainable
The My Studio Manager Advantage
Every system in this playbook is designed to work seamlessly with My Studio Manager — the comprehensive platform built specifically for studio owners like you.
Complete Automation
Enquiry forms, nurture sequences, reminders, and renewals run automatically, freeing you to focus on teaching and community
Real-Time Insights
Track every metric that matters — from conversion rates to retention percentages — all in one intuitive dashboard
Unified Communication
Email, SMS, and portal messaging in one place, with templates and scheduling that ensure consistency
Australian Support
Built by Australians for Australian studios, with local support that understands your unique needs and challenges
Visit www.mystudiomanager.com.au to see how the platform brings these systems to life for studios across Australia.
Your Legacy Starts Today
Every great studio started with one person who decided to do things differently — to build systems instead of just running classes, to create community instead of just filling spots, to transform lives instead of just teaching technique.
You have everything you need to build that studio. The playbook is in your hands. The tools are at your fingertips. The systems are ready to implement.
This is your moment to step into leadership — to build a studio that reflects your values, serves your community, and creates lasting impact for generations of students to come.
The journey from teacher to CEO isn't always easy, but it's always worth it. Your students are waiting. Your community needs what you're building. And with the systems in this playbook, you're ready to create something extraordinary.
Welcome to the next chapter of your studio's story. Let's build something remarkable together.
— The My Studio Manager Team
Empowering Australian studio owners to thrive