Annie Ludick: Do not over-promise or oversell yourself or your business
Annie Ludick is a self-taught, serial entrepreneur who started her journey in the commercial dance business. She grew up in the UK where she studied dance and performing arts, and went to work in the London Dance Industry. When she returned to South Africa, she started Leopard Print Commercial Dance Company, and in 2018 added a fitness studio. The studio offers dance classes to women who are looking for an alternative way to keep active and fit. Annie has also made an entry into the beauty and spa business with her newly launched Annaesthetic Beauty Studio, a luxury beauty salon based in the Views, Durban, overlooking the beautiful Moses Mabhida
Stadium and Indian Ocean. Her beauty studio offers complete beauty treatments such as body massages, facials, manicures, pedicures and hair service that will complete your wellness experience.
Annie also works as a senior accounts executive and event producer for a below the line agency. She is proof that women can do whatever they want to do in life if they focus on their goals. In this interview, she talks about the lessons and challenges she's learned on her entrepreneurial journey and how she balances her work life.
Was there a defining moment when you realised it was time to start your own business?
Annie Ludick: I have always been entrepreneurial. My love of independence and freedom had long fueled my dreams of being a successful businesswoman. I had my first job at 16. I didn’t enjoy being regulated to hours and working conditions that didn't suit the lifestyle I envisioned for myself, of which dance was a great part of at the time. I soon decided to follow my passion for dance. As a professional dancer, you are essentially managing yourself as though you are a business.
How has starting your business helped you to live out your purpose?
Annie Ludick: It has given me so many opportunities to influence the lives of young ladies. I consider all my dancers as my children and I am fiercely protective of them. I think I became something of a mother figure to a lot of my dancers and many of them went on to dance professionally in JHB. Some dance for big South African artists full time and those that have been with me for years run my dance studio. I have also employed some of them to work with me at our events company. I think my purpose is to make young women realise their dreams and potential and to be a stepping stone for them to achieve greater things.
Can you talk about the process of opening Annaesthetic Beauty Studio?
Annie Ludick: It was a dream I had for years. I initially wanted to learn how to be a part-time nail tech but the equipment and opening stock costs were beyond my means. I then decided to focus on my dance agency and took on a full-time position with events and marketing agency, which allowed me to do both jobs. The events and marketing agency even supported my dance agency, so I was very lucky in that regard. Once I officially opened my dance studio in 2018 I realized that there was a lucrative market for dance fitness, so I directed my classes at that market.
It then occurred to me that it would be so much more convenient for those ladies who are super busy to be able to work out and also be able to do their monthly/weekly beauty treatments in the same space. Or even attend a massage after a grueling dance session to remove the lactic acid build-up and improve their muscle recovery rate. And that's how Annaesthetic Beauty Studio was born.
Most small businesses need time to turn a profit. What was your plan for the uncertainties of opening a business?
Annie Ludick: I gave myself three months in which to grow the business and break even. Before opening, I had a marketing strategy in place and I broke down who the target market was to make sure that I am targeting the right market in the right way. I took a business loan that would cover opening expenses and business operational expenses, thus giving me leeway to organically grow the business with less pressure about expenses.
What sets you apart from the competition?
Annie Ludick: We have tapped into the psychology of “well being” or feeling good. At every touch-point, we make sure guest feel rejuvenated and relaxed. To create a tranquil setting, our spa’s interior is painted pink which represents femininity, nurturing, and love. Pink is also known to have a calming effect.
We also make sure our guests are treated with the highest standard of hospitality. We offer them drinks on arrival and throughout their visit. These are a selection of champagne or sparkling wine, gin and tonic, or juices and a variety of teas. Once our guest is seated, we offer them a warm aromatherapy neck pillow with a calming aroma to release shoulder tension. To enhance the “Pink Experience”, we offer guests beautiful satin robes on arrival to wind down, relax and drift away from daily cares.
All our treatments are followed by complimentary extras that enhance the guest's experience. For instance, after a brow wax, you are treated to a mini temple massage that will leave you feeling pampered and refreshed.
I headhunted my manager from Fairmont Zimbali’s Willow Stream Spa and we have highly qualified, passionate therapists who will ensure you have a memorable and deluxe experience at our spa.
Being an entrepreneur and building a business is hard, challenging, and sometimes stressful. You have other businesses besides Annaesthetic, how do you manage the work/life balance?
We all sometimes have the inner critic. How do you tame it and focus on your growth?
Annie Ludick: In business, it's vitally important to know what to listen to, ignore, or act on. Over the years, I have learned to shift my thoughts to a more solution orientated way rather than be overwhelmed by the circumstances. I often create lists for myself and if there are hard decisions I need to make, I write down the pros and cons regarding the situation.
What do you find most helpful about a using social media in terms of marketing your business and growing it?
Annie Ludick: Social Media allows you to be part of your patrons' lives even when they are not inside your business. It helps you to grow your clientele and your relationship with them.
Social media is the reason why both my dance studio and salon exist. All my patrons come from social media, more specifically Instagram and Facebook.
Based on their posts, we know when our clients are celebrating their birthdays or special occasions, or when their nails break or when they need a relaxing treatment. We can interact with them directly and be a part of their day to day journey.
We also use social media to keep all our clients updated with all our services and build brand awareness.
Are there specific advantages, disadvantages to being a female business owner?
Annie Ludick: I don't feel that there are any advantages specifically that come with being a female business owner. I think the advantages would lie in your environment or where you are coming from more than it coming from being female. The disadvantages are that you are not taken seriously, and you are undermined especially when you work in a male-dominated industry. For example, when you are putting together an event, the male suppliers on-site will ignore you, and they will check with a man on your team about where to put your infrastructure.
And as a female, you may be an expert in your field, but men in power who want to employ or give you growth opportunities at work will look for “additional” skills despite being overqualified for the job already.
What skills were you able to bring over from your previous work experience that you found to be most helpful or practical in your business?
Annie Ludick: Choreography has always helped me to navigate the events and experiences I want to create because, in essence, those events are choreographed productions.
Bartending taught me a lot about the entertainment industry, interacting with people at various levels, and managing them.
Event management, on the other hand, helped me become more detail orientated and to understand budgeting. It also taught me about sponsorship and how different brands aligning together can enhance or add value to a business.
With the current economy in a slump, what cost saving tips would you have for a new entrepreneur?
Annie Ludick: Do not over-promise or oversell yourself or your business. Always research your costs and availability, and make sure you get three quotes to get the best deals.
What specific advice would you have for women who would like to become entrepreneurs?
Annie Ludick: Do not wait. Never settle. Do you research. Understand the value of your work.
How do you fit in self-care, seeing friends, and staying connected to yourself outside of your professional identity?
Annie Ludick: Self-care is part of my job, so it's easy for me to take time out to dance/keep fit or do my nails or have a massage. Seeing friends is very difficult. My friends will tell you that I'm the one who always cancels our plans at the last minute. But I think once you are married and you have children, your priorities and how you want to spend your free time changes. Luckily, I have an amazing group of girlfriends who don’t hold it against me when I don't attend every get-together. If we are not out together, we catch up at the salon when they come in for treatments.
My life is my work. I wake up every morning super excited about heading to work. Every single project I do drives my passion, so I am always connected to myself at work. They say, “do what you love and you will never work a day in your life.”
The success story of Annie Ludick gives us a true definition of the “die-hard” attitude of an ardent entrepreneur. If you want to connect with her, here are the contacts: Instagram and Facebook.
Annie Ludick: I have an amazing team behind me that I trust completely to deliver the level of service I would personally deliver to each of my patrons/clients.
My dance studio manager is highly skilled and trained in all areas of dance. She has a welcoming manner and will immediately set any newbie dancer at ease. Even if she is a bit militant in her teaching techniques, guests always leave feeling satisfied.
My salon manager has over 11 years of experience in the beauty industry. She can personally deliver all treatments offered in the salon and she understands what goes into every single treatment, and how to ensure it is delivered to the highest standard.
At the events and marketing agency, I have a remarkable junior account executive who is extremely detail orientated and stays on the ball with my clients. I groomed her straight out of university to consistently offer stellar service to our clients.
We all sometimes have the inner critic. How do you tame it and focus on your growth?
Annie Ludick: In business, it's vitally important to know what to listen to, ignore, or act on. Over the years, I have learned to shift my thoughts to a more solution orientated way rather than be overwhelmed by the circumstances. I often create lists for myself and if there are hard decisions I need to make, I write down the pros and cons regarding the situation.
What do you find most helpful about a using social media in terms of marketing your business and growing it?
Annie Ludick: Social Media allows you to be part of your patrons' lives even when they are not inside your business. It helps you to grow your clientele and your relationship with them.
Social media is the reason why both my dance studio and salon exist. All my patrons come from social media, more specifically Instagram and Facebook.
Based on their posts, we know when our clients are celebrating their birthdays or special occasions, or when their nails break or when they need a relaxing treatment. We can interact with them directly and be a part of their day to day journey.
We also use social media to keep all our clients updated with all our services and build brand awareness.
Are there specific advantages, disadvantages to being a female business owner?
Annie Ludick: I don't feel that there are any advantages specifically that come with being a female business owner. I think the advantages would lie in your environment or where you are coming from more than it coming from being female. The disadvantages are that you are not taken seriously, and you are undermined especially when you work in a male-dominated industry. For example, when you are putting together an event, the male suppliers on-site will ignore you, and they will check with a man on your team about where to put your infrastructure.
And as a female, you may be an expert in your field, but men in power who want to employ or give you growth opportunities at work will look for “additional” skills despite being overqualified for the job already.
What skills were you able to bring over from your previous work experience that you found to be most helpful or practical in your business?
Annie Ludick: Choreography has always helped me to navigate the events and experiences I want to create because, in essence, those events are choreographed productions.
Bartending taught me a lot about the entertainment industry, interacting with people at various levels, and managing them.
Event management, on the other hand, helped me become more detail orientated and to understand budgeting. It also taught me about sponsorship and how different brands aligning together can enhance or add value to a business.
With the current economy in a slump, what cost saving tips would you have for a new entrepreneur?
Annie Ludick: Do not over-promise or oversell yourself or your business. Always research your costs and availability, and make sure you get three quotes to get the best deals.
What specific advice would you have for women who would like to become entrepreneurs?
Annie Ludick: Do not wait. Never settle. Do you research. Understand the value of your work.
How do you fit in self-care, seeing friends, and staying connected to yourself outside of your professional identity?
Annie Ludick: Self-care is part of my job, so it's easy for me to take time out to dance/keep fit or do my nails or have a massage. Seeing friends is very difficult. My friends will tell you that I'm the one who always cancels our plans at the last minute. But I think once you are married and you have children, your priorities and how you want to spend your free time changes. Luckily, I have an amazing group of girlfriends who don’t hold it against me when I don't attend every get-together. If we are not out together, we catch up at the salon when they come in for treatments.
My life is my work. I wake up every morning super excited about heading to work. Every single project I do drives my passion, so I am always connected to myself at work. They say, “do what you love and you will never work a day in your life.”
The success story of Annie Ludick gives us a true definition of the “die-hard” attitude of an ardent entrepreneur. If you want to connect with her, here are the contacts: Instagram and Facebook.
1 comments
Annie Ludick extremely proud of you and all your achievements .You have always been the go getter ,the self motivated and now you are achieving your goals on a daily basis .Keep up the good work .I know you will go from strength to strength .It's hard work but with your attitude it's achievable.God be with you every step of the way .
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