Jessica Elliott has been dancing to her own beat since she founded J’s Dance Factory in 2008 at the age of 20, while still a university student. By the time of this 2013 interview about how to write a business plan, the business had grown to more than 1,000 students aged 3 to 17, attending classes in 24 schools across four London boroughs.
HeHer story is a powerful example of what can happen when youthful energy meets a clear market opportunity, and a useful case study for anyone interested in starting a creative business and exploring what is a limited company.he UK is home to more than 5.5 million small businesses, and women make up a growing share of the self-employed workforce, while businesses in the arts, entertainment and recreation sector continue to recover and expand. The creative industries remain one of the country’s most dynamic sectors, contributing around £116 billion to the economy in 2022.
“When I started J’s Dance Factory, I did not really envision things to turn out like this,” Jessica candidly reveals.
She adds, “When I started I was still a university student. Now I am running this as a business and it is a lot of work. A lot of my time is devoted to developing the business and it is difficult to switch off because it is a 24/7 operation.”
That shift—from dancer and student to employer and strategist—is one many founders recognise. Jessica credits much of her early progress to the support of her mother, who moved from informal helper to paid member of staff.
“My mum is quite supportive and she helps with everything. She is on my payroll now and looks after one of the schools on the weekend. I think when you take on a venture like this, it is important to have support from family or friends because you really need someone to be there for you,” Jessica explains.
For Jessica, success is measured not only in turnover or school numbers, but in the achievements of her students. Several J’s Dance Factory pupils have gone on to perform in The Lion King and on the Disney Channel.
“A high point has definitely been some of the students getting professional work because it shows the progress they have made,” she says.
Quality, expansion and franchising
Even with rapid growth, Jessica was clear that quality had to keep pace. Her ambitions stretched beyond London to the United States, Australia and the Middle East.
“Quality is an important area for me because I am definitely looking at expanding overseas to areas such as the United States, Australia and the Middle East. I need to have a good product if I am to be successful in these new markets. Also, kids especially see through you right away if something is not good. Kids are very honest and they will let you know if something is not good,” Jessica explains.
Franchising was her chosen route to scale. It remains a well-trodden path for UK founders who want to grow without shouldering every new site alone. The UK franchise sector contributes around £17 billion to the economy and employs more than 700,000 people, offering a proven model for service-based businesses such as dance schools, tutoring and fitness. For founders with a strong brand and repeatable systems, it can be an effective way to enter new territories while sharing risk with motivated owner-operators.
“I am focused on growing the business as fast as possible. Right now, there are plans for the franchise because I have a model that works,” Jessica notes.
“I enjoy working with kids; you need to find that balance between fun and being strict,” she adds.
Running a growing company also brought a new kind of pressure. “A lot of stress comes from knowing that people are relying on you to pay their wages and feed their family. Knowing that other people are depending on you to provide for their family,” says the 2010 NatWest Everywoman award winner.
Jessica believes resilience is key to success.
“You need to be persistent and not give up at the first hurdle. At times, things may look daunting, but you need to stick with it. Also, there is so much temptation to get distracted by other opportunities that present themselves as things progress. You must never lose focus on the original idea and the end goal.”
Lessons for aspiring founders
Jessica’s experience offers practical takeaways for anyone thinking about turning a passion into a business:
- Start before you feel ready. Jessica launched while still at university and refined her model as she grew.
- Build a support network. Whether family, friends or mentors, having people around you makes the hard days easier.
- Protect your reputation. In a children’s activity business, quality and safety are non-negotiable.
- Consider franchising carefully. A replicable model, clear systems and strong brand values are essential before inviting others to trade under your name.
- Stay focused. New opportunities will appear, but drifting from the core idea can dilute your impact.
For young women in particular, Jessica’s journey shows that age and experience are not the only measures of business potential. With a clear idea, the right support and the discipline to keep improving, a side project started at university can become a serious, scalable enterprise.
