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Kinderdance Franchises Allow Founders to Touch Many Lives

October 12, 2007 // Franchising.com // - The success of Kinderdance® International shows what can happen when talent and great marketing meet. GETTING STARTED

In 1979, Carol Kay Harsell was teaching dance classes to 3 through 5-year-olds when Bernard Freidman came for a visit to her American Academy of Dance studio in Scottsdale, AZ. "I asked why the classes weren't full like the others and she said it was because all of the children were in childcare centers," remembered Freidman. "So, I said, 'Why don't you take the classes to them?'" asked Freidman. The pair, who later married, hit upon an idea before their time, and was able to capitalize on the growing interest in developmental children's programming. QUALIFIED AND DETERMINED

Now an industry in huge demand, Harsell and Friedman started out offering classes to childcare centers around Harsell's dance studio. In 1983, they incorporated and began selling franchises from a motor home as they drove across the country. Having owned a car dealership franchise, founded two rental car franchises that were listed on the American Stock Exchange, and served for 12 years in the Merchant Marines, Friedman took charge of the marketing and business end as CFO. Harsell, who holds a Master of Arts degree in Physical Education with an emphasis in Adapted Physical Education and Dance, is a published author who has conducted research in early childhood education and communication through dance after appearing with the New York City and New Jersey State Ballet Companies. She combined these talents to write original music and songs for the programs and took charge of the curriculum design as CEO. "We started Kinderdance with $50 when we incorporated in 1983 and sold our first franchise in 1984 in Texas for $5,000 from the back of the travel trailer," remembers Friedman. Kinderdance is now the largest, most experienced and fastest growing children services franchise in the United States with 115 franchises in 35 states, 5 countries and Puerto Rico. A GROWING FRANCHISE

Franchisees offer the Kinderdance programs at various daycare and children's centers by using dance and creative movement, combined with education focusing on numbers, colors, shapes and words. Movements focus on motor development, body awareness and gymnastics by using fun music and fitness routines specifically designed for 2 to 12 year-olds.

"There was a real need for preschool developmental learning programs so we were able to fill a need," Harsell said. "Movement and dance are perfect vehicles for early childhood learning." Programs have now been taught to tens of thousands at childcare centers, churches, recreation centers, school systems, hospitals, military bases, bowling alleys, fitness centers, and other locations. The couple relocated to Brevard in 1984 to be closer to Harsell's parents, who continue to live in Palm Bay. At their Melbourne corporate headquarters they offer training, marketing support, and coordinate regular conferences to meet with their franchisees. Friedman and Harsell designed franchise levels from the Bronze level, which allows teaching in a small territory, all the way to levels that allow franchisees to sell their own mini-franchises within their territories. "It was perfect for me," said 2007 "Rookie of the Year" Silver franchisee, Donna Vincler of Tennessee. "I had owned dance studios since the 1970's and I wanted to spend more time being a mom. Now I can still work with children and dance without the upkeep of a studio," explained Vincler. "The franchisees get tremendous support for the small costs involved," said south Brevard franchisee for 21 years, Devin McHugh. Franchisees do not need to be trained dancers, as all of the training - from dance movement to business - is provided by the corporate office. There, Friedman, Harsell, and six employees including Darlene VanDerWal, Harsell's daughter, are on call to meet any need. The couple still even hops in the motor home to visit their franchisees every other year. After buying into the franchise at age 21, the 2007 "Franchisee of the Year," 27 year-old Bekki Vonderohe-Dube is already earning $100,000 a year with her Silver franchise in Minnesota and has 6 employees working for her. Not bad for a home-based business that allows her the flexibility to spend time with her children. The road to success was not quite as easy for Friedman and Harsell, however. "We ran this company for 10 to 12 years and never took a salary," said Friedman noting the pair kept other jobs during that time. "It took a lot of persistence and determination, and you have to have a good partner who complements you. Neither of us could have done this by ourselves."

Harsell and Friedman believe their involvement with trade groups, such as the Florida Franchisor Association and the International Franchise Association, has been very beneficial as well. Friedman is currently helping to start an Orlando chapter of the Florida group. "You must be prepared that it is not an easy road, but it can be very rewarding," said Harsell. "You have to have a good franchise lawyer and a good accountant with franchise experience." "We have changed each other's lives, and in turn we have changed the lives of hundreds of women who in turn have changed the lives of hundreds of thousands of children," beamed Friedman. "We are very passionate about what we do." SIDEBAR KINDERDANCE® INTERNATIONAL, INC. Corporate Offices are located at: 1333 Gateway Drive, Suite 1003 Melbourne, Florida 32901 1-800-554-2334 Franchise Levels: Bronze - $12,000 - A home-based business without a facility. Chances are you might need another $3,000-4,000 to get started offering classes at nearby daycares and centers. Silver - $18,000 - Can have up to 18 locations and hire teachers but other franchisees are allowed in the area. Gold - $28,000 - Franchisees receive an exclusive territory with unlimited number of locations where they can offer classes. Gold Area Development - Currently $33,000 but increasing to $38,000 in January 2008. This expanded Gold level also provides an exclusive territory in addition to the ability for the franchisee to sell franchises in that territory. Franchisees offer programs such as: Kinderdance® (Ages 3-5) Kindergym® (Ages 3-5) Kindertots® (Age 2) Kindercombo™ (Ages 6-9) Kindermotion® (Ages 3-12)

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