Business & Marke-ng. Ge8ng Started Business Perspec>ves & Marke>ng
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1 Ge8ng Started Business Perspec>ves & Laurie Edge- Hughes BScPT, CAFCI, CCRT, MAnSt(Animal Physio) Four Leg Rehab Inc The Canine Fitness Centre Ge8ng Started Copyright Laurie Edge_Hughes
2 Strengths S.W.O.T. Analysis Weaknesses Opportuni-es Threats Do you need business training? hsp://entrepreneurs.suite101.com/ar>cle.cfm/ free_online_courses hsp:// hsp:// hsp:// hsp:// hsp:// Etc Copyright Laurie Edge_Hughes
3 Do you need marke>ng training? hsp:// hsp://educa>on- portal.com/ar>cles/ 10_Places_to_Find_Free Courses_Online.htm l hsp://businessmajors.about.com/od/ onlinebusinessschools/a/onlineclasses.htm I personally subscribe to the following: hsp://dankennedy.com/ Ge8ng Started Elastic bandage Theraband Booties Scrunchies Goniometer Gulick II Wide Belt Duct tape Reflex hammer Vibrator Physioballs Acustim Pointer laser Copyright Laurie Edge_Hughes
4 Ge8ng Started START UP crea>ons: Business cards, brochures & personalized office sta>onary packages to hand out to vets / public Maybe a powerpoint presenta>on Ge8ng Started Copyright Laurie Edge_Hughes
5 Keys to a Successful Business 1. Write a business plan 2. Keep your overhead low to start 3. Train your employees / employers / co- workers / volunteers well 4. Establish and maintain a business iden>ty 5. Hire the right people to help (lawyers, accountants etc) 6. Con>nue to receive training 7. Crea>vity: take >me OUT of the business to work on the business 8. Get lots of free publicity (interviews, news release, public service announcement) 9. Choose your marke>ng tac>cs wisely / economically 10. Diversify (change & expand as necessary) 11. Value your past clients 1. Keep them happy 2. Call to see how animals are doing 3. Thank you s at Thanksgiving 4. Give them permission to refer you Success in Business Key Reasons People Fail in Business (and Life)! 1. Simple solu>ons to complex problems 2. Random Acts vs. Organized Approach 3. Self Imposed Limita>ons 4. Talk vs. Ac>on 5. Poor Choices of Influence Copyright Laurie Edge_Hughes
6 Mind Set is not a dirty word Professionals can do it too! PR is con>nual (so learn to like it) Take ac>on! Be poised and ready to respond to the influx MARKETING Iden>fy and Describe your Target Markets List your Ideas for each Target Market Copyright Laurie Edge_Hughes
7 MARKETING Veterinarians (your referral sources) in house & external Describe Marke-ng Ideas Describe Marke-ng Ideas MARKETING The Media (who is interested in this kind of story?) Describe Marke-ng Ideas Describe Marke-ng Ideas Copyright Laurie Edge_Hughes
8 Considera>ons: Provide excep>onal customer service. Make each customer touch posi>ve. Phone, Web, Walk in, Mee>ng, Service, Exit Are you easy to do business with? Handling of referrals, availability, returning calls, organiza>on Build a rela>onship with your client. Build rela>onships with your referring vets. Adver>sing Considera>ons: Write marke>ng messages from the You perspec>ve, not the I or We. i.e. You will benefit from Q & A formats an>cipate your client s ques>ons and answer them for them. Tell a story. Provide useful content. Can you make a guarantee? What can you offer that is special Make >me limited offers. Regular contact Copyright Laurie Edge_Hughes
9 Adver>sing Considera>ons How can you be a solu>on to their problem? What is REHAB? / How do I access the service? Build curiosity Use WHEN not IF Be eye- catching in your ads Take pictures for marke>ng purposes Adver>sing Considera>ons Keep in the eye of your target market on a regular basis to build consumer familiarity and consumer respect What can you offer that is special? Provide an assurance that your poten>al customers will not regret their decision. Focus on clients / pa>ents, NOT the service Provide content (ar>cles, >p sheets, advise) Copyright Laurie Edge_Hughes
10 Client Reten>on Cheaper to retain a client than gain a new client Your clients want to hear from you more osen We Miss You coupons. We love clients like you, please give one coupon to a friend and keep one coupon for yourself! Social Media: Facebook, TwiSer, Blogs Note: Provide content and info, not just sales- pitch! Call dropped clients Give free- bie s, discounts, giss Copyright Laurie Edge_Hughes
11 Reali>es of Pitalls & Triumphs due to different personali>es Empathe>c Academic Entrepreneur Skep>c Copyright Laurie Edge_Hughes
12 Business & require: COURAGE AWARENESS PERSISTENCE RELATIONSHIPS FUN Get up when you fall down Keep your eye on the big picture Con>nue Learning This is just the >p of the iceberg of your learning! (watch for con t ed. courses!) (STAAR) hsp:// (online con t educa>on resources) (osteopathy) (craniosacral) hsp:// wizardofpaws_journal.htm (Wizard of Paws Journal) PTs & Vets working together = exponen>al learning! Copyright Laurie Edge_Hughes
13 TIDBITS & ADVISE ADVICE TO PRACTITIONERS Don t fix what ain t broke Don t claim to fix all ailments (know the limits of your scope of practice) Write down your instructions Diagnosis before treatment Modalities are not toys (rationale for treatment) Work Collaboratively Transference of knowledge Spread the word!!! Copyright Laurie Edge_Hughes
Getting Started Business Perspectives & Marketing
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