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Remember these lists aren’t just lists, they’re your goals, the rudder for your school. Keep them in front of you. Figure out how you’re going to meet them and when you’re going to do so. Dream big dreams. Then, work as much as you dream.

Examine Your Features—What Do You Have?

Now that you have a clearer idea of your school’s image, let’s look at its features, what you and your school have to offer. Image is the impression you want to make on your students and prospective students. Features are the specific things you have to offer them.

On a list entitled “Features,” list the noteworthy features of your school. Think about equipment, physical space, resources, your own training and skills—in short, physical, objective characteristics. If you use Olympic-regulation equipment or nationally recognized teaching methods, those are features. So are well-lighted dressing rooms, a training area with good lighting and ventilation, a pro shop, your own credentials and associations, and your employees and their credentials. Walk around the school and look. List all the positive features.