Dawn Barnes has created a karate empire. She didn’t set out to do it, but she did plan to succeed. More than a businesswoman, Barnes is an entrepreneur, author and martial artist.

“I think we all grow and change from year to year, based on what we’re experiencing,” Barnes said. “My desire was that whatever I committed to, I would do it to the best of my ability and, consistent with my personality, on as grad a scale as possible.”

The classically trained ballerina and former stunt woman sampled a handful of potential career paths, and then found herself teaching karate to kids after she and her own children enrolled at the Beverly Hills Karate Academy in the late 80s.

Barnes worked hard, earning a black belt and a reputation as a premier ‘sensei’. She started out teaching part-time, mostly in after-school programs and wherever she could find room. From school hallways to renting out space at local exercise studios, she initially viewed her martial arts instructor role as a fun endeavor while figuring out what she really wanted to do.

“The classes kept growing and I didn’t advertise,” Barnes said.

Though she had never studied business, the UCLA grad, who majored in art history, eventually charged $15,000 to a credit card to outfit her first school, Dawn Barnes Karate Kids, Inc. in 1995.

Every lesson was learned hands-on from creating a business model to bookkeeping, hiring, firing and making sure the sign outside her school followed city ordinances. When it came to public relations, however, Barnes had a built-in marketing machine.

“It was amazing how much my customers wanted me to succeed,” she said. “When you create a community space, especially when you’re dealing with moms, they rally around you. They were my best marketing team. There’s nothing like moms.”

Today she owns seven schools in the Los Angeles area. She is also exploring a state-wide roll out and moving into territories in other parts of the country. Her 2005 publication, The Black Belt Club, a children’s book series, is in discussions to become a television show. There is even talk of a reality program based on Barnes’ and her ability to use the mat to carry out her mission. Another of Barnes’ ventures, Karate Kids World, has already licensed locations in Arizona and Arkansas.

“There’s a lot going on,” Barnes said. “I’m equally excited about every possibility because my business mission and my personal mission is to inspire self-esteem in every child. That being said, I’m trying to branch out in as many areas possible. “

From the beginning, Barnes’ goal was to motivate children through positive interaction, couple that with comfortable, high-tech facilities and one can see why Barnes’ formula has catapulted her successful brand, which evolved almost as organically as her unlikely route to the Black Belt Hall of Fame.

Rather than the $20,000 to $30,000 the average owner puts into the opening of his or her school, Karate Kids benefits from a $300,000 budget. Perhaps this is where Barnes’ experience as an interior designer comes in handy. Lobby floors are decked with hard wood surfaces and walls painted in soothing hues. Pendant lighting helps set the mood, reminiscent of a favorite coffee shop lounge. Water features and soft music add to the customer experience.

“You have to make sure you are [approaching it] from your customer’s perspective,” Barnes said. “When you walk in, what do you want it to look like? What do you want it to smell like? Do things to your own satisfaction based on what you would like to experience. That’s what I do. ”

But branding is not just about aesthetics.

“It’s everything…the quality of the service, having a great staff and teaching kids in a really positive, fun way,” Barnes said.

The latter is what Barnes says sets her schools apart. Unlike most karate programs, which she says teach in a real military, fear-based style, Karate Kids uses a “love-based” teaching method, or, “positive dialog response” to uplift and encourage. Instructors at each location use the method which includes “affirmative, age-appropriate dialog.”

Roughly 1,700 students, ages two – 16, are enrolled in Karate Kids weekly classes. Karate Kitties is one of the newer classes. It’s designed for two- and three-year-olds and focuses on motor skill development, social interaction and parent-child bonding. Barnes partnered with a licensed preschool teacher to create the 45-minute sessions.

As a business owner, Barnes’ biggest challenge was getting her enterprise off the ground, and even though she’s settled now, customer service continues to present room for improvement. For example, she teaches the children to exercise patience, focus and kindness, traits she employs when dealing with ‘cranky’ customers.

“I often say the kids are my greatest teachers, but their parents are often really my top of the line teacher,” she said. I get love notes and hugs across the legs. What else could you ask for?”

Barnes advice for would-be entrepreneurs is to pursue something you really love.

“If you’re just motivated by the money, that won’t carry you through,” she said. “You also have to have your street smarts.”

Barnes insists more than an ‘idea’ is necessary. Some self-starters begin with an idea, open their shop and then sit back and wait for the phone to ring, Barnes said.

“It doesn’t work like that,” she said. “You have to make sure you get out there and network in the community and find something that fills a niche, something that’s unique and different. There’s not another woman who owns as many schools as I do. That happened because I’m a strong personality and I do things in the community. You create your own brand and creating a strong brand is important.”

Reaching as many children as possible is Barnes’ ultimate desire, which is one reason she is pursuing as many avenues as possible to increase Karate Kids’ exposure. Though her company’s growth would also mean an increase in revenue, Barnes said for her, it’s not about dollars and cents.

“I’m less motivated by the money,” she said. “I’m motivated by the mission, which is to inspire self-esteem, and that’s really why I want to go national. I believe we’re enhancing children’s lives. We’re building leaders for the future.”