The next step of planning and of writing a business plan is to get in place the:
The Why is
The vision you have and the promise you make to your customers
The What is
The tools the services and products broken down into a plan and priorities
The when is
Err when!! You need to have the what divided into projects with time frames
This is primarily the marketing piece
Who can you delegate to even if you are a 1-person band
Who your suppliers are
Who your customers are
Who you can collaborate with (seen the weekly step 8)
Lets us look at Essentials for Health when I first started the company as an example to illustrate this:
To change the world through the healing power of touch
To have a lifestyle business that gives me a quality of life and time to travel every year for 2-3 months
High quality diploma courses in massage in Walthamstow
A massage clinic at my home and one other venue seeing 10 hourly clients per week
Courses three times a year starting in September, February and May each year, the first one starting in September 1992
Clinic at home already started. Find a clinic by September 1992
1/have a “prospecting product” massage magic introductory workshop that get people interested and have offers to encourage them to take it further
3/ Hire poster sites in 2 sports venues with a view to starting a clinic there
4/ Get registered with ITEC exam board and get referrals from them
5/ Get a piece about me in the local paper
6/ Tell all my ex- colleagues and contacts
Employ ex-colleague 6 hours per week to delegate course bookings
Customers: ex-colleagues, local people on my magic workshop, members of the gym where I run the courses.
Collaborate with: venue where I run the courses to promote me to their members
This brings us on to the 4 p’s place, price, product and promotion, known as our marketing mix.
Being in the right place where the community know you and want to buy from you is vital. When I began EfH I started it in my local community where I had worked as a social worker in community development. I was known by some of the community and this definitely gave me an advantage.
However, these days with the various virtual communities around-you can become a known person that way. If Facebook was a nation, it would be the fourth largest in the world!! So there are plenty of people to connect with.
It also highlights just how important you are in your own success. It may sound obvious, but you are the product as well as the business person behind that product.
Let me elaborate
Firstly you need to be an absolutely glowing example of your therapy
Do you receive your therapy regularly? (How can you expect others to buy if you don’t?)
Are you vital, healthy and energetic
Would people want to be like you?
Secondly you need to become known as The person for your therapy in your community or chosen niche market. PR, public speaking and networking will all help to develop your reputation and start to bring in business directly and through referrals.
All of these subjects will be covered in future posts.
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