Case E: Starting a Business without Business Experience

Client

Massage therapist just opened up her own wellness center, having always worked for others.

Situation

Though proficient at her technical skills, she was overwhelmed and disliked anything that had to do with the business end. Marketing was a new concept that she was both unsure of and disinterested in, though she did want to plan an open house to introduce the community to her center. She knew she needed marketing help and additional support in developing her business.

Solution

We put policy and procedures in place to handle some of the annoying "business" situations that arose and to prevent clients from taking advantage of her. We eliminated a difficult situation arising from her affiliation with another institution and she ended up handling it in a very business-like manner with my coaching. She took control and solved the problem with my guidance.

We better defined programs she was offering and developed new programs. We created product descriptions. We put together a small business plan and specific marketing programs, many of which utilize her existing clients. We are setting up some passive revenue streams to supplement the service she is providing.

Together, we defined her ideal clients, vision and differentiation. We have worked on a more consistent pricing structure and brought older clients up to current pricing to assure that there is consistency. We are building a revenue model and marketing plan for the next year. Part of the plan is to train and license other therapist to use her program and to open up other sites.

Results

Working for the past year with this client has resulted in the following:

• Increased revenue
• Elimination of the annoying issues that were distracting her from her core mission of delivering fabulous service
• Marketing message and materials
• Marketing initiatives
• Processes and procedures to make the business aspects run more smoothly
• New programs and formats for delivering services
• Plan to meet future goals
• Transformation of the proprietor from a message therapist that opened her own practice to a business woman
• Thinking and planning for the future (in process)