Name of your website?Total Vocal
Your name?
Sheridan Coldstream
Your Location (city, etc)
Buckingham
Please give us a short summary of your website?
Total Vocal is an organisation passionately devoted to the art of singing. Our website aims to reflect this, and although what we offer primarily is vocal coaching and singing lessons, the site offers this and far more. We offer one of the largest backing track catalogues available on line. Also available to all is our active and buzzing singers forum, a reading room of articles relevant to singers, advice, and information on forthcoming workshops, shows and events.
What inspired you to launch your own website?
Total Vocal has been running for about 10 years, the first five without any website support. Since 2002 we have been a thriving and happening organisation. Success breeds success, and the desire to reach out increases. There came a point where a website became the obvious next step.
When did you launch your first website, and what was it?
My first website was the original Total Vocal one in 2002. This quickly seemed dated and what you see now is a brand new and and freshly inspired site, designed and developed earlier this year, June/July 2007.
How did you decide on a name for your website?
My Company is called Total Vocal, which I believe accurately sums up what we do. So naturally I wanted to keep our 'snappy' name as the title for the website too.
What makes it different from other, similar offerings?
We are an organisation, not just a singing teacher or even a vocal school. We are more of a body or network of singers, initially the common bond was in sharing the same vocal coach, Sheridan Coldstream. We offer a far more all round service to singers than usually available, and like to remain at the cutting edge of vocal support groups and singing training organisations.
What is your eventual goal? (To sell it, keep it for income, secure a book or other mainstream media deal?)
Total Vocal thrives on enthusiasm, activity, success and singers!! We love getting bigger and bigger and busier and busier. The only way forwards is up. My goal is to make the company so big that we then have a new challenge to meet all the demands. I have no desire to sell the business, only to carry on feeling stimulated, excited and of course to enjoy the rewards that go with owning and running a successful business.
How does your investment of time and money balance against your success?
So far return against time and money invested is fair. In my industry (vocal coaching)I am selling my time, expertise and energy. So financially speaking its a low-investment business. Time is where my commitment lies. I work long hours, coaching, promoting and administrating too.
If you had an unlimited development budget for development, how would you change your site?
I would build an Arts venue, encompassing a theatre, a smaller studio venue, a recording studio, gallery and rehearsal rooms. I would run Total Vocal from these premises and employ a team to run the venue as a separate business (incorporating Total Vocal)
If your site got really big, really quickly, would you be able to keep up with the demand?
The only way to grow as I can see it is to increase demand. I would love to create a problem of too much business, as this is the way forward to expansion, further development and continued progress.
What unexpected costs and headaches have you had to deal with?
Advertising can be boringly expensive sometimes. Otherwise none really.
What has been your biggest challenge?
To keep a full diary 5 days a week, while continuing to expand a waiting list and keeping those on it from losing patience or enthusiasm. In my work, holding group workshops is often the best way round this.
What method has been most successful for promoting your website?
Word of mouth initially, very good and thorough hosting including registering with many reputable sites like yours, as well a lots of linking to other sites. Also our online forum at http://totalvocal.co.uk/Forum brings a nearly constant stream of new visitors.
How has running your website differed from your expectations?
Our new site is is far more exciting and better designed than our original, and is being very well managed and hosted. Therefore I have committed far more time to promoting it, creating links etc as well as trying to be active on the forum. Results-wise it is far surpassing my expectations with steady enquiries, an active forum and much positive feedback. We have barely begun, however!
continue to keep it up if you don't enjoy big gains in traffic, income or popularity?
I have always seen my website as my 'shop window', and with all business trends moving more and more towards online business, I would keep it running as a standard facility, growth or not. I do believe however, that growth is an inevitability.
What is your company's mission statement?
Risk more than others think is safe.
Care more than others think is wise.
Dream more than others think is practical.
Expect more than others think is possible.
What is your website address?
Total Vocal
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