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Repost @drbodywork Just finished teaching my first 6 hour #myofascialrelease continuing education course through the CE Institute. I received great reviews from students and this expert right here, the owner. I'm overjoyed! And EXTREMELY grateful to Selena for this opportunity and her support on every level. #massagetherapy #massageeducation #evidicematters #fascia #fascianating #bornouniforms https://www.instagram.com/p/CNvM6Mah0gQ/?igshid=3fnpper0ja99
When and how could you use a business coach?
The specialists at Cortiva Institute recognize the importance of massage school in Maitland, FL. Discover how massage education changes the quality of your profession.
Learn how massage education changes the quality of your profession.
Join Us 4/30 for a Support Series Webinar You are invited to attend an online meeting this Thursday, April 30 from 4-5p ET for a jam-packed 1-hour
As long as everything is upside down (and if you're an educator, it is!), what can we do with business education that's takes advantage of the upside-down-ness?
Come to the AFMTE Zoom educator check-in on Sunday at 3 pm EDT and I'll throw some ideas out. Both what can we do with our content AND what can we do with our thinking?
When was the last time you looked at your business plan?
Did you have to do a business plan in school? Have you looked at it since then?
A business plan that is once-and-done is pretty much useless. A decent business plan is a living document containing both your highest aspirations (mission, for example) and guidance on how to go forward with that (goals, marketing plans, etc.) So the damned thing should actually be useful to you.
Depending on how you were directed to do it, though, maybe it isn’t useful to you. Maybe it was for a fictional company your instructor picked. Maybe it required you to imagine building a business you’re not interested in. So you got the experience of writing a business plan but it didn’t generate anything truly useful to you.
That doesn’t mean that’s all there is to a business plan. They can still be useful to you and they don’t have to take months (and 50 pages) to create.
How far forward can you take your business in your imagination? Maybe 1-2 years? If you can imagine that far, then here’s a suggestion for what I call a “micro” business plan that can get you there.
Business Plan for: your name here
March 2020 - February 2022
Owner profile
This is all about you as a business person. Tell me about your strengths, weaknesses, business skills, and business experience. Where will you need to ask for help? Help me understand what success looks like to you and how being a professional massage therapist and/or business owner affects that.
Draw me a picture in words of you as a business owner / professional.
Mission Statement
Your mission is the passion that fuels your work directed through a vehicle (business structure) that can make that happen. Tell me about your fuel and your vehicle. If you can combine that into a pithy “mission statement”, all the better (though it’s OK if you can’t right now). What are the values and priorities that govern your professional life, whether in a business you run or in a business you’d like to work for?
Product
Your product is the results you can deliver wrapped in the experience of working with you. What is your product? What results can you (or hope you can) deliver? What kind of difference will you make for your clients? What adjectives or descriptors do you use to describe the experience of working with you? What kind of continuing education will you invest in to grow professionally?
Given that this is the heart of how you market yourself, be as specific as you can be at this point. That can include what you dream to become.
Ideal Client
Given what you’ve laid down about your mission and product (and yourself), to whom will you target your marketing efforts? You’ll attract many different types of clients but who would make the very best fit for you (and you for them)? Describe the person who is out there right now thinking “I wish I could find a massage therapist who is [just like you]”? Include demographics. What kind of language, images, and ideas speaks to them? Where do you find them? Where do they go when they need the kind of results & experience you deliver? Do they ask for referrals? Use social media? Web searches? How do they find you?
Competitive Analysis
The product you have to offer is not the only solution to your ideal client’s needs. First, define your “market”. Is it a geographic area? How far will people be willing to travel to work with you? Who else can deliver the results this client is looking for? How do you compare to them in results delivered, experience created, and logistics (price, hours, etc.)? How can you position yourself in relation to them? How many of them would make good for a good referral network?
Get specific. Names, location, etc.
Operations
Operations is the nuts and bolts of your life as a massage therapist. Location. Hours. Rates. Discounts. Policies. Accountant? Bookkeeper? Bookkeeping method? Lawyer? Business coach? Partners? Employee? Independent contractor? Social media help? Draw a very complete picture of how your massage therapy life will operate and who will be involved (when will you get help).
Marketing
Based on everything that came before in this plan, you should have a good picture of what you are marketing, how you can stand out in your marketplace, and how to “talk” to your ideal client through your marketing messages (what language, images, etc. connects with them). What channels can you use to reach them (speaking engagements, referral networks, social media presence, websites, direct mail, etc.)? Given all of this, create a marketing plan for the next 2 years. Include measurable goals and specify how you will know your marketing efforts were or weren’t successful.
Schedule
You have a lot to do in the timeframe of this business plan. Give me a schedule for what happens when. Identify any dependencies (can’t do x until you finish y). Set goals (build client base to #people by #date, have a ¾ time job by #date, etc.).
Remember that building a client base is not a mad dash but a slow steady effort that builds over time (and that it takes 2-5 years on average to build a self-supporting private practice). So the odds of you seeing 15-20 clients a week in 6 months are….very optimistic if you are starting a private practice. Much more feasible if you’re going to work for a massage franchise.
Financials
Numbers, numbers, and more numbers. How much are you projecting to make from massage during this time? How much are you expecting to spend? Where will you spend it? Don’t forget continuing ed (including biz continuing ed)! And don’t forget education that isn’t CE-eligible, like classes at a community college, etc.
How much money will you need to make to break even? How many sessions do you need to do to break even? How far above “break even” would you like to get? How big does your client base need to be to support that (hint: for every one hour of massage you’d like to do, you need approximately 5-10 clients in your client base. For example, if you want to do five hours of massage consistently every week, you need approximately 25-50 people in your client base.)
When will you be flush (cash-flow) versus strapped?
These details – tedious as they are – can help you not be shocked by financial realities and keep you from abandoning your other sources of income too early.
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