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  • emilytcortes1996

Diary of an Entrepreneur and The Importance of Trying

In the competitive landscape of entrepreneurship, starting a business is an immense challenge that requires a unique vision and unwavering commitment. Entrepreneurs across industries must face the complexities of market demands, customer engagement, and the continued evolution of their field to create a sustainable and impactful company. It is within this challenging environment that Chelsea Robinson, a dancer with over 20 years of teaching experience, has carved out a niche for herself and established Positive Dance Experience (PDE). This dance studio is a testament to her insight, perseverance, and dedication.


Chelsea founded Positive Dance Experience (PDE) in September 2020. This was a time when the world was faced with unprecedented challenges. Still, it was within this context that Chelsea saw the opportunity to carve a path for herself on what she is most passionate about, dance and being able to share her knowledge with other people.




How did Chelsea initially reach out to her prospective clients, and what were the origins of her marketing journey?


Initially, Chelsea relied on conventional marketing strategies, including word-of-mouth referrals, distributing posters throughout Toronto, and personal recommendations. However, she soon realized that these traditional methods were not yielding the anticipated growth for her business. This realization prompted her to reconsider her approach to connecting with potential clients. Consequently, Chelsea ventured into the realm of digital marketing, embarking on a journey filled with both challenges and discoveries. She began by crafting advertisements on Facebook, a process that proved to be a steep learning curve given her lack of marketing expertise.


Throughout this journey, Chelsea encountered numerous setbacks and engaged in a process of trial and error. She experimented with using stock images that failed to capture the essence of her brand and crafted verbose advertisements that failed to engage her audience. These strategies did not resonate with her target demographic. It was only after posting an unedited video of a dance class, complete with its original audio, that Chelsea began to witness the results she had been striving for.


This experience led Chelsea to an important realization: her target audience valued authenticity above all. By presenting her dance classes in a genuine and unfiltered manner, she was able to showcase the enjoyable and dynamic learning environment her studio offered. This approach not only reflected the true spirit of her brand but also resonated deeply with her audience.


What can we learn from this?


With this great example we can learn that everything in life is trial and error, and ups and downs. She highlights the courage needed to experiment and the openness needed to learn from each attempt. Her story reaffirms the critical role of digital marketing in reaching and engaging an audience, especially for startups. She illustrates that while the path to realizing her own vision may not be easy, perseverance and patience can lead to success. Perhaps most importantly, Chelsea's experience reveals that authenticity and genuineness are key to connecting with an audience and distinguishing a brand in a crowded market or simply trying until you find what resonates with yours.


In closing, Chelsea's experience with Positive Dance Experience (PDE) serves as a very valuable lesson for aspiring entrepreneurs and business owners alike. Her story is a vivid illustration of how accepting challenges, adapting strategies, and staying true to one's values can pave the way to success. She also serves as a testament to the fact that understanding and implementing strategic marketing techniques is not just an option, but a necessity for businesses looking to thrive in today's digital age.


This shows that while a company's essence is paramount, the way that essence is communicated through marketing can significantly amplify its impact and reach and ultimately shape the company's success.



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