04 May 2020


My goal in writing this post is to provide reasonably universal advice for dance school owners everywhere in the world.

Here is the key goal of this article:
Financial survival of your Argentine Tango business


1. Decide “what” your school (business) is, and what it is Not
I believe Argentine Tango schools are the teaching couple. 

Everything around it is a manifestation of that couple’s passion, financial reality, and skill:

  • -  the teaching room,
  • - the Facebook page, website and advertising expenses
  • - the flyers you print, newsletters you send etc.

If at it’s essence, the school business is the couple, is paying rent for an expensive room really necessary for the school survival?
Either you or the economic reality of your city will answer this question.

2. WHO are you talking to, and WHY?
Have a minimum of two distinct levels of communication, as follows:

  • Inner level: Individuals that commit to support your school business, in any way (per-payment, donation, etc.) . Put them inside a “Walled Garden”.
  • Outer level: Anyone who came in contact with your school in the past, weather as a student or prospective student. Do not be shy to offer valuable content, but remember to ask for donations, and be ready to receive them the moment anyone wants to help.

3. Tips to handle donations
Be prepared to receive them as fast and as hassle free as possible.
Depending on what matches your situation, you could setup Revolut, PayPal Donate, Bank account for Donations, etc.A word of warning: For some people, donations can be comparable with “Impulse shopping”. Therefore, right timing and speed is essential to secure their help. If you are not ready to receive money when they want to pay, you will lose it.

4. Respect & Follow the Law closely
I advise Safety & Legality first, always. However, between the lifting of the quarantine legally, and the moment people are ready to “touch other people” there is a psychological and habitual distance.
How you, as a dance school owner, prepare and handle that distance can be the difference between bankruptcy or prosperity.
For example:
When/if it is legal in your city to have outdoor exercise gatherings of 10 people, why not organize a 10 people tango class by the beach, in the forest, or a park?

Key question: How do you promote group activities without being criticized?
Well if you already followed the advice at point 2, you can announce it to your “walled garden” without fear of being judged by people who have nothing better to do than attack ideas on the internet.

All the best,
Alex Apetrei

In early 2017 Alex choose Argentine tango as sabbatical from business life. Becoming an Argentine Tango proffesional has been an extraordinary last chapter in the book of his childhood. Through the dance industry related work on www.apetreiconsulting.com, he hopes to provide a contribution to the economic survival of the fragile Tango ecosystem, during the effects of the quarantine and social distancing period. 

With 16 years of business experience, and a personal desire to help the Tango community thrive, he is offering 60 minutes of donation based business consulting for Argentine Tango professionals on: www.apetreiconsulting.com