StageCoach on the road to success
StageCoach Theatre Company has been on the road in Loudoun County since 2011. By 2017, the traveling theater troupe was ready to find a permanent home, and the SBDC at MEC-Leesburg made it happen, when Jerri Wiseman and Terry Smith, founders, turned to them for help.
“I guess you could call me an SBDC groupie,” Jerri says with a chuckle. “I went to anything and everything they offered. I was looking for information on how to run a business, particularly in Loudoun County, and the SBDC offered a good number of resources.”
“Jerri came to the SBDC in Leesburg to tackle two main challenges,” SBDC Manager Eric Byrd says. “The first was to determine the best location for the permanent theater, and the second was to change her business model to support and fully utilize a permanent location.”
The urgency to find a permanent home was driven by the StageCoach summer camp program. “We have always offered adult classes,” Jerri says. “Finding a space to hold our summer camp for children, however, was a problem.” Eric helped Jerri with planning and revenue projections. “While expenses would go up, our projections showed that increased capacity and program stability would more than pay for extra costs,” Eric explains. “By expanding classes and corporate training programs, like an improv course for business leaders and by renting space in the facility to other groups, these revenue streams gave StageCoach higher profitability through diversification.”
Jerri found the marketing advice that the SBDC provided especially useful. “Eric helped with marketing — who and when we needed to target,” Jerri adds. “We also did some budgeting. Eric showed me how many kids we needed to bring in to make it work.”
With a new theater home and new business plan, Jerri is confident of the future. She says, “The SBDC has been with us all the way. I absolutely will continue to go to the SBDC for advice. I’ve already made plans to meet with them soon.”