Dear J.S.:

Music and dance therapy might be a new term to some, so let's define this relatively young field. A music therapist creates and plans musical activities for individuals or groups, with the goal of evoking a reaction, building a sense of accomplishment or soothing the patient.

Different forms of music and activities are used--dance included--to restore a person's physical, mental or emotional health. The therapist usually works with a team of people including physicians, nurses, physical therapists and teachers.

The field is wide open--especially with so many health care facilities popping up. According to Shelly Field, author of Career Opportunities in the Music Industry, there are more positions available than there are Music Therapists.

Once they get experience, many go into private practice and consulting. And that brings us back to your situation.

By the looks of your resume, you've got great credentials, the necessary education and experience working in health care facilities. To start your own studio, you need to play up these impressive credentials, organize the various elements of a business, get lots of information about your potential market and tap into your professional and personal network.

Start by doing three things:

1. Establish the purpose of your business. Ask yourself questions such as: Who do I serve? How will I make their lives better? Why would someone come to my studio? Put this in writing. Look at a sample business plan which outlines the issues you need to think through when you start a business. Having answered these questions, you'll be more articulate when you ask people for advice and ideas.

2. Identify your target market. Who do you sell your services to? Even if your end user is the general public, how can you reach them? I would think physicians, physical therapists, psychologists, psychiatrists, teachers, other health professionals and dance instructors would be the key to building your reputation and getting business referrals.

   They are also people with whom you could build a cooperative arrangement or even a partnership. You might even consider an initial arrangement in which you use an institution's facility. This way you keep your overhead down while you build your business.

   Make a list of all the people you already know in these professions--even if they're not located in Indianapolis. Talk to them by phone or meet in person. Tell them your goal. Establish your credentials--tell them briefly about your education and therapy, performance and teaching experience.

   Ask them specific questions that will help you get to know your target audience: What do they think of dance therapy as a way to restore health? Do they see a growing trend in this area? Have they ever used it with their patients? Why or why not? Did it work? How did they find the person they worked with? What kind of working relationship would they like to have with a dance therapist?

   Finally, ask them: Do they have colleagues in Indianapolis you could talk to get advice on your idea?

3. Talk to people in your target market that you have been referred to or may know. Since you talked to their colleagues already, you have some understanding of the needs and concerns of their profession. At this point though, you're not meeting with them to "sell" your services. You're introducing yourself, asking for their input about the Cincinnati area and their specific needs for such a service. Ask them who offers these services and some of the same questions you asked the first group.

Then, when you do open your business you've already established a relationship with the people who potentially can help you build your clientele. You'll want to promote your business in other ways too, but personal referral is the most effective.

Is there a professional association you can go to to find out how others have done it? Check with universities and related trade organizations.

© by Andrea Kay

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