Winston Churchill was once quoted as saying;  “never waste a good crisis”.

As we enter into a new era of Covid-19 many businesses have been able to see the opportunities. So how do we pivot our businesses? There is lots of information about support for businesses for Covid-19. But there is less on the reality of business owners coping, surviving and thriving.

In this series of blogs, I will be speaking with a diverse group of business owners.  Interviewing them about their recent experiences to see how they are changing to crisis, to help others.

Today’s interview is with Jessica Antelope Hill founder and owner of Showtime Circus of Harpenden, Hertfordshire.

Showtime Circus brings the fun of the circus to you. Whether that be; Workshops, School Holiday Activity Camps, a Circus Birthday Party, a School Talk, Group Demonstrations or a Hen-Party. Everyone can learn about the skills of the circus.

Jessica’s professional performer background started as she gained here BA in Dance and Theatre Performance. Working in many theatre productions such as; Tina Turner the Musical, Hairspray, 42nd Street, Rock the Opera, Cinderella and Alice in Wonderland. Jessica also then performed in shows on celebrity cruises.

However, although this was brilliant Jessica says “there was always a longing to have something to back to after each season. When I looked at what I could do; dance and theatre performance, a dance school seemed obvious. There were, and still are, lots of dance schools but nothing that catered for circus performance”. This inspired the creation of Showtime Circus which became a limited company early in 2019.

Starting Out

Initially she started out as a school holiday activity camp. Jessica’s energy and passion for circus performance training to all age groups left her with people wanting more. “I only planned to do school holiday camps with 10 students but 30 showed up. Then children wanted to continue whilst at school too!” Jessica says.

“I then put on a venue for weekends and demand grew so much we ended up with three venues.  Harpenden, Hitchin and London Colney, combined had just over 150 students. Students aged between three and 16  for the very diverse classes. These offered; Aerial Hoops/Silks to Acrobatics to Juggling which give the children a real outlet for all their energy.”

Coronavirus starting to impact business

With everything going so well in the first year the greatest impact Covid-19 on Showtime Circus was now Jessica couldn’t teach her children face to face or use any of the equipment, a major part of the sessions.

Jessica made fast decisions in early March knowing from her performing network in the far east that social distancing and lockdown measures would be implemented at some point.

The first decision was to create a library of the activities she was teaching using the last weeks prior to closing. “I’m a doer, plus as yes person, getting something done was my first reaction”. So, for before the social distancing measures were put in to the public domain Jessica filmed the sessions and created content to use for her new online classes.

To keep the spirit of the community alive Jessica also innovated by creating Houses for each of the classes. “My inspiration was from my love of Harry Potter’s school houses. It gave each of the children a sense of community and purpose. This also allowed me time to start filming and editing additional material I could do on my own”.

These two initiatives meant that although numbers of students reduced, the impact was reduced and loyalty to continue with the classes was increased. “The remote delivery also allowed me to deliver Birthday Parties all over the country and one to one sessions too”.

The challenges of change

Whilst some areas came naturally to Jessica not all were as straight forward. The challenge was as Jessica says “I’m a technophobe, I didn’t know of Zoom, let alone how to use it. So I watched YouTube training videos to up skill myself. I also had to think of ways in which the students would be able to use their own equipment, so I helped them use everyday items like toilet rolls. We also pivoted the class structure to have students of the same skill rather than age to support the community.”

Jessica also had some business acumen challenges too, “Pricing was a real unknown, I made it up as I was worried about people signing up for the online classes so I went low. If I had a better understanding and used tools like a cash flow forecast this would have been a much more informed decision rather than relying on emotion.”

With the lower pricing Jessica knew she need more students, “Marketing was the focus, using social media of course, but also some new areas such as Facebook Live as well as going back to old customers and prospects”.

Helping others – what advice?

So what advice would Jessica give to other business owners to reduce struggling in certain areas?

“I’ve made lots of mistakes both in Covid-19 and prior, I am not a business person but I love what I do. The best point to start with is to have a plan. Then learn how to run a business. I am part of the NatWest Accelerator program and by doing these two things has meant I can reduce my emotional decision making as this can be really detrimental to your business”.

“My favourite thinking to support this is; a goal without a plan is just a wish, a written plan will hold you to account.”

Jessica’s amazing online classes are open to everyone and to see just how brilliant they are she is offering the first class free to all new students.

Further information

To contact or find out more information on Showtime Circus classes and parties please visit her website showtimecircus.co.uk, call 07956 050925 or email her rollup@showtimecircus.co.uk

If you have enjoyed this blog and would like to know more or take part in an interview please contact us at ActionCOACH St Albans by emailing admin@actioncoach.com or contacts us on our website stalbans.actioncoach.co.uk/contact-us/