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Look, also, at your current students, especially your senior students. Many school owners have defined their target market as adults, both men and women, young to middle-aged. But when they look at their senior students, they are almost all young men or children. Look at your program, the physical demands, the atmosphere you create within your school. Is it suitable for your target market? Are you doing what is necessary to capture and keep the students you want?

Go back to the things you’ve written about your image. For each part of your image, ask yourself, “Am I projecting this now?” If the answer is “yes,” add it to a page in your notebook and title it “Current Image.” If you’re not projecting the image right now, can you change a few things and make this part of your image a reality in a month or less? If so, add it to a “Short-Term Image Goals” list. Make a note, too, about what you need to change to make this part of your image real. If the image is still more dream than reality, that’s OK. Those dreams can inspire your long-term goals. Add that part of your image to a “Long-Term Image Goals” list.