Canberra Academy of Dramatic Art runs classes in drama, acting and communication skills for ages four to adult. Classes are held in a range of venues around Canberra.
 Elizabeth Scott, Co-Founder Photo: Robert Coppa |
Co-founder Elizabeth Scott, a successful microcredit loan applicant in 2010, talks about Canberra Academy of Dramatic Art and her participation in the Brilliant Idea program.
We are committed to the development of local talent for stage and screen – however, we also believe strongly in the value of participation in dramatic art for pleasure and personal growth. We have seen both children and adults ‘find their voice’ through participation in our social and recreational classes, and this is an extremely rewarding experience.
We are also Canberra’s only provider of a Certificate III in Performance (Acting), an accredited, Austudy approved course, which is an introduction to professional acting.
Starting up the business
We dreamed up this business many years ago but it was not until more recently that we were able to bring it into being. After coming to Canberra in 2004, my husband and I were surprised that there was no drama school offering professional actor training - and neither were children particularly well served as far as extra-curricular drama tuition was concerned.
Five years later, we began to work on the idea. We started by taking over a small, private clientele from a speech and drama teacher who was retiring. This provided a good base from which to grow a much more significant organisation. When we decided to offer more classes, we formed the company - Canberra Academy of Dramatic Art Pty Ltd.
The business is a natural extension of our talents and skills. My husband is a trained actor and my own background is media and management. It was decided that I would take the role of managing director and James would be more closely involved in the teaching and working with students. I also completed a Masters degree in scriptwriting in 2009 and that same year, one of my plays was nominated for the Rodney Seaborn Playwright’s Award. This added to my profile as a playwright, which in turn helped the business.
Receiving a microcredit loan
The microcredit loan came at a time when I really needed it. Even though our business was growing rapidly in the first year, I was unable to extend our credit through the bank, simply because it was a new business and I didn’t yet have enough financial records to satisfy them.
The microcredit loan enabled me to hire a marketing consultant to refine our message and develop a communications strategy, particularly in the lead-up to the launch of our new course, the Certificate III in Performance (Acting). This course represents a huge investment in terms of the development of intellectual property and the associated time and funds, so we needed to market it well to ensure our investment paid off. The consultant helped me to look at different ways of marketing, instead of sticking to methods I was more familiar with. Some of the funds from the loan went towards advertising and marketing materials for the course as well.
 Ketura Budd and Brendan Kelly in a CADA Studio Production, After Liverpool, at the Street Theatre, 2011. Photo: Nicola Tyndale-Biscoe |
Creating a sustainable business
Even though the loan was only a small amount, the cash injection was incredibly helpful in pushing the business into the next stage. Marketing is vital to any business and I feel that having used the loan in the way I did, CADA has a much stronger public profile now. We are reaching new customers, and many people who have always wanted to try acting – but who have never had the opportunity – are now coming to us to do a course or get involved. Our children’s classes have grown dramatically in size in the last year too.
The Brilliant Idea Program
While I have enjoyed the group meetings and getting together with other likeminded women, the most useful thing to me has been the one-on-one sessions with my client manager at Lighthouse. If I meet an obstacle in my business, or face discouragement, I know I can raise it. As my business mentor, she has helped me brainstorm ideas, put me in contact with new people, and can offer alternative points of view. She has been able to suggest some really helpful solutions to the problems I have faced.
I’m very grateful for the support that Lighthouse has given to me and the ACT government for funding the microcredit program.
Top tips
I think it is important to develop a strong business concept and plan. Take advantage of the availability of the Brilliant Idea staff and talk it through with them – and don’t be shy about it! It can be daunting making those connections and bringing your secret idea out into the open. But really, you can gain confidence and find out about resources once you start talking about it and begin to develop a way forward.
Once your idea firms up, you can look at your immediate needs and which aspect of your business can be funded through the microcredit program. Fund something which will help you generate more income.
What next?
I am currently engaged in writing material for a higher level course (an Advanced Diploma in acting), developing contacts within the broader entertainment industry, and generally looking at ways to streamline our daily operations. I also want to fill our existing classes and I often think about new classes and new markets. I am always on the lookout for people who are a natural fit with CADA’s vision and aims and objectives, because I love being able to create jobs for people – especially people who are really passionate about their art form. If there’s someone out there with talent, chances are I’m thinking how they might fit into the CADA family. I also need to find ways to fund the next stage of our business growth and am encouraged by the suggestion that there may be other loan programs coming in the future.
Contact details
Elizabeth Scott, Managing Director
Canberra Academy of Dramatic Art
elizabeth [at] cada [dot] net [dot] au
Phone 1300 908 905
www.cada.net.au
Posted July 2011
