Candace Swetz of Candace Dance – Featured Business Owner


Meet Candace Swetz, owner of Candace Dance and Featured Business Owner at SCORE Chicago this week.  Learn about her business and what tips she has for your success.

Candace Swetz of Candace Dance

What is your company’s elevator pitch?

Candace Dance provides dance instruction for social dancing and choreography for special occasions to a wide variety of clients.

How did you come up with the idea for your business?

As a High School teacher, I started learning and teaching dancing to prepare my students for performances for International Day at our school.  I transitioned to full time dance instructor and studio owner.  I believe that dancing is good for the body, the mind, and the spirit.   It exercises the body and mind and also provides creative and social opportunities to anyone involved. Life is better with Dance!

Who are your clients, and give an example of how you served that person or business?

My clients are schools, wedding couples, young ladies preparing for their 15th birthday dance presentations, men and women who want to be confident on a social dance floor, older people who are preparing for anniversary dances or who just want to do a special “date night” with their spouse, and people of all ages who are looking for an interesting way to exercise their minds and bodies.

On any given day, I may teach Paso Doble or Swing to 4th graders at an elementary school in the afternoon and in the evening  teach a Salsa, Bachata or Cumbia class to social dancers or create and teach choreography to  a bride and groom who want to dance a very special first dance at their wedding to a special song they have chosen.

What is your biggest business challenge?

The most successful strategy for my business has been to develop an attractive website which has been optimized for web searches and to enhance my business presence on the web.

What advice would you give other entrepreneurs?

The most important lesson I have learned in business is to listen carefully to clients about their perceived needs and to do my best to meet these needs.  I believe a genuine interest in my clients creates good experiences and results for them and for me.  Finally, I believe that clients should always be treated with kindness and respect.

Who is your Mentor and how they have helped you in your business?

Peg Corwin is my mentor.  She has given me invaluable insight into the advantages of converting my website to Word Press.  She has also helped me optimize the website for search engines, advised me in how to assess the results of the changes that have been made, provided me with ideas about enhancing my business presence on the web, and, most importantly, provided encouragement in helping me maneuver technologies which can be very intimidating to someone not experienced in using them.

What is your website for further info?

Candace Dance Logo

My website is

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Disclaimer:   SCORE Chicago helps small business owners manage and grow their businesses.  We help startups write business plans and launch.  Nevertheless, our involvement should not be considered as an endorsement.


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