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Tim Cigelske is no stranger to working multiple jobs — the vice president of marketing and communications for Marquette High School in Milwaukee, Wisconsin, he is also an adjunct professor of writing and social media analytics at Marquette University. He has authored two books: “The Creative Journey: A Timeless Approach to Discovery” and “Analytics to Action: A Guide to Social Media Measurement.”
But it’s his family business that makes him especially knowledgeable about entrepreneurship: In 2021, he and his wife, Jessica, started Fresh Coast Dance, a dance studio in Whitefish Bay, Wisconsin. The studio has tripled in square footage and class offerings since it opened four years ago. Cigelske runs the business’s email marketing, social media, website, and SEO (search engine optimization). As a professional communicator and entrepreneur, Cigelske shares the key financial habits that have helped them build success.
1. Connect with (and lean on) your community
2. Outsource tasks to free up your focus
The creative side of your business takes time, and having the right systems in place can help you make space for it. “When you’re talking about the creative side of things, the goal isn’t necessarily to be the most efficient,” Cigelske says. “I’ve seen my wife take hours to mix music for dances so a sequence would work. That’s because when you’re creative, your goal isn’t efficiency — it’s to make something that stands out.”
Cigelske advises entrepreneurs to figure out where they can be most efficient so they can spend more time working on their creative pursuits. In the beginning, Fresh Coast Dance classes were primarily taught by Jessica Cigelske, but she soon built a team to complement her skills — not only to teach dance classes but also to help run the business efficiently. She outsourced the accounting and hired a front-desk clerk and handyman, helping free up her time.
Whether outsourcing means hiring people or using technology to take repetitive tasks off your plate, Cigelske says it’s essential to find ways to save mental energy for the parts of the business you like the most. For example, the Cigelskes automate their scheduling with Studio Pro, a customer retention management (CRM) system. Because it’s made for businesses with class offerings, it fits their studio’s needs without time-consuming extra customizations.
Make it work for your money: CPA Keila Hill-Trawick says even small improvements using technology can have a positive impact on your revenue. “Simply adding a QR code [that directs to your website] to your ‘Closed’ sign gives potential customers the opportunity to make a purchase 24/7.” Routine financial admin tasks, like tax filings, can also be automated to save you time.
3. Do regular performance reviews
When you’re a small-to-medium-sized business, there’s always a fire to put out or another task to do. But once you have momentum and routines in place, Cigelske advises sitting down for a few hours to audit your past performance. What changed in the past month or year? What worked? What didn’t?
As their team’s marketing expert, Cigelske reviews the Fresh Coast Dance website annually to check where new leads are coming from and add more content to their home page. “I do an SEO audit and create blogs people search for, such as ‘What age can a child start dance classes? Or, ‘What are the benefits of dance?’” Tailoring a page or article on your website with a popular search keyword or phrase can bring more potential customers to your website, and keep them there for longer.
Make it work for your money: Regular reviews — whether it’s SEO, sales trends, or finances — help you make smarter, more informed decisions. Start by reviewing your sales analytics monthly. With real-time Square data, you can track sales trends by the day, month, or even year. Once you spot your most popular offerings, tailor marketing campaigns and loyalty programs to keep customers coming back for what they love most.
4. Invest in tech that helps you reach your money goals
Just recently, Cigelske started using Square Register at their annual Fresh Coast Dance recital — an event that’s grown every year. “Hundreds of people show up, but last year was the first time we’ve sold merchandise,” Cigelske says. “We were able to offer a lot more than we had in the past because now we can take credit cards.” The lesson? “Leverage tools already out there to make your life easier.”
Make it work for your money: Business banking accounts from Square are designed to work seamlessly with your Square sales and your existing bank. Get instant access1 to your earnings with a checking account and debit card,2 automatically budget for taxes and emergencies with savings folders,3 and more.
Cigelske believes an entrepreneur is successful if they fill a need and a gap that wasn’t being met before. “In Jess’s case, she has provided a dance studio to every grandparent who watched a recital, every community member who cheered on dancers in the 4th of July parade, and every parent who has witnessed their child grow in talent and confidence. That’s a gift!”
1Funds generated through Square’s payment processing services are generally available in the Square Checking account balance immediately after a payment is processed. Fund availability times may vary due to technical issues.
2Square Checking is provided by Sutton Bank, Member FDIC. Square Debit Card is issued by Sutton Bank, Member FDIC, pursuant to a license from Mastercard International Incorporated, and may be used wherever Mastercard is accepted.
3Savings accounts are provided by Square Financial Services, Inc. Member FDIC.
