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PMA Business Workshop
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PMA 2010Business Stabilization
Presented by:Shawn Healey
PMA 2010
Introduction:
Shawn Healey, MSHow and why am I here?!HistoryMission
PMA 2010
Business? Yes!!!
Why do we start a business? Why a Pilates business? What is the goal of owning a business?
PMA 2010
Business Structure
Sole Proprietor LLC Corporation
PMA 2010
Business Structure
What type of practitioner are you?Employee? Independent Contractor?Business Owner?Business Leader?
PMA 2010
Business Components
General Business Model Financials Business Structure
Employee vs. Contractor Size
Business Goals Owners Role/leadership
Business Model
PMA 2010
Business Components
Marketing/Branding Look and Feel Top of Mind Internal vs. External Cheerleaders!!
Marketing/BrandingBusiness Model
PMA 2010
Business Components
Employee Structure Employee vs.
Independent contractor
Employees vs. Contractor
Marketing/BrandingBusiness Model
PMA 2010
Business Components
Systemization Clients Reception Instructor Class structure Cheerleaders!!
Systemization
Marketing/Branding
Business Model
Employees
PMA 2010
Systemization
Marketing/Branding
Business Model
Employees
PMA 2010
Structured Business Approach
PMA 2010
Business Model
Current “Typical” Approach Toward…Business Organization
Start Up Hiring Training Growing
PMA 2010
Business Model
Current “Typical” Approach Toward…Being an “Owner”
PMA 2010
Business Model
Current “Typical” Approach Toward…Being an Employee…
and what they can become!
PMA 2010
Business Model
Ultimately what “typical” brings…Glass CeilingFrustrationResentmentChaosMass exodus!
PMA 2010
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Business Model “Evolved”
PMA 2010
Business Model “Evolved”
STRUCTURED BUSINESS IMPLEMENTATION
PMA 2010
Business Model “Evolved”
STRUCTURED BUSINESS IMPLEMENTATION
Cheerleader Employees
PMA 2010
Business Model “Evolved”
STRUCTURED BUSINESS IMPLEMENTATION
Cheerleader Employees
Cheerleader Clients
PMA 2010
Business Model “Evolved”
STRUCTURED BUSINESS IMPLEMENTATION
Cheerleader Employees
Cheerleader Clients
Business Growth Business Growth and Successand Success
PMA 2010
Evolved Components
General Business Model Financials Business Structure
Employee vs. Contractor Size
Business Goals Owners Role/leadership
Business Model
PMA 2010
Evolved Components
General Business Model Financials
Business Model
PMA 2010
Evolved Components
General Business Model Financials
Profit and Loss Balance Sheet Cash Flow
Business Model
PMA 2010
Evolved Components
General Business Model Financials
Profit and Loss Balance Sheet Cash Flow
Profit and LossCost of Sales
Fixed Expenses
How fast is movingover a predetermined time
Cash FlowCash Sources
Cash Used
Money in and
Money out
Balance SheetASSETS
Liabilities and Equity
How much you ownHow much you owe
PMA 2010
Evolved Components
General Business Model Business Structure
Employee vs. Contractor Size
Business Model
PMA 2010
Evolved Components
General Business Model Business Structure
Employee vs. Contractor
Size
INDEPENDENT CONTRACTOR
A person or business who performs services for another person under an express or implied agreement and who is not subject to the other's control, or right to control, the manner and means of performing the services; not as an employee. One who engages an independent contractor is not liable to others for the acts or omissions of the independent contractor.
PMA 2010
Evolved Components
General Business Model Business Structure
Employee vs. Contractor
Size
Size of your company
• How big do you want your company to be?• What changes with the increase in size of your company?• What kind of business owner are you?
PMA 2010
Evolved Components
General Business Model Business Goals
Business Model
PMA 2010
Evolved Components
General Business Model Business Goals
What do you want to get out of your business?
Time?Money?Fame?Legacy?
What do you want your business to look like?
Profitable?Successful Employees?Successful Clients?
PMA 2010
Evolved Components
General Business Model Owners Role/leadership
What does it mean to be an owner of a company?What are the responsibilities?What does it mean to be a leader?
The art of communication is the language of leadership.~Ellen Hubbard
PMA 2010
PMA 2010
PMA 2010
Marketing and BrandingMarketing and Branding
PMA 2010
Evolved Components
Marketing/Branding Budget Top of Mind Look and Feel Internal vs. External Cheerleaders!!
Marketing/BrandingBusiness Model
PMA 2010
Evolved Components
Marketing/BrandingBudget Marketing/BrandingBusiness Model
PMA 2010
Evolved Components
Marketing/Branding Budget Top of Mind
PMA 2010
Evolved Components
Marketing/Branding Budget Top of Mind
Look and Feel
Brand: is the personality that Identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: Customers, Staff Partners, investors etc.
PMA 2010
Evolved Components
Marketing/Branding Budget Top of Mind
Look and Feel
Marketing: the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
PMA 2010
External Marketing and Branding
PMA 2010
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PMA 2010
PMA 2010
Social Media
Social Media Revolution 2 (Refresh).mp4
PMA 2010
PMA 2010
PMA 2010
PMA 2010
Evolved Components
Marketing/Branding Budget Top of Mind Look and Feel
Internal vs. External
Marketing/BrandingBusiness Model
PMA 2010
Marketing/Branding External Marketing
Goals Get out the word Drive people to website Drive people to call Create feel (Brand) to company
PMA 2010
PMA 2010
Marketing/Branding External Marketing
CommercialsPrint advertisingWeb siteSocial MediaPartner/Referral Programs
PMA 2010
Marketing/Branding Internal Marketing/Branding
Goals• Possibility of cross purchasing
• Increased word of mouth• Communication• Create level of “activity”• Create cohesiveness among employees
PMA 2010
Marketing/Branding Internal Marketing
Methods All areas of External Marketing Newsletters Referral Programs Freebies Specials “Asking”
PMA 2010
PMA 2010
Marketing/Branding Internal Marketing
Referral Programs 531 Program Carpe Diem Bucks Referral Card
ASK THE QUESTION!
PMA 2010
5-3-1 Program
PMA 2010
Carpe Diem Bucks
PMA 2010
Referral Program
Referred: ______________________
Phone:________________________
Referred By: ___________________
PMA 2010
Marketing/Branding Internal Marketing
Freebies and Specials 10% bonus Bonus Renewal Early Class Renewal Free Class Consultations
PMA 2010
Marketing/Branding
Internal BrandingWhat does this mean and WHY???Vision…
PMA 2010
Employee/Staff
What are the benefits of employees?
What are the risks of employees?
What is my role as an owner or manager relative to my employees?
Employees vs. Contractor
Marketing/BrandingBusiness Model
PMA 2010
Reception/Office Responsibility
What is the typical “receptionist” look like? What is the role of the receptionist/office
staff in your facility? How do we go about training these
employees? How much does it cost you to have
inefficiency in this seat “on the bus”?
PMA 2010
Evolved Components
Systemization, systemization, systemization
WHY?
Systemization
Marketing/Branding
Business Model
Employees
PMA 2010
Reception/Office Forms - Communication
Phone Policy Message Log Procedure Message Log Inquiry Log Inquiry Form Consultation Form Reminder Call Script
PMA 2010
Reception/Office – Class Procedures
“No-Show” Procedure “No-Show” Call Script “No-Show” Tracking Log Waitlist Bump Procedure Waitlist Bump Form “When to do an Alteration Form” Alteration Form
PMA 2010
New Client Procedures What is the experience of a new client? When do we tend to “drop the ball”? What are the expectations of a new client
with our facility? What are the expectations of a new client
with our Instructors?
PMA 2010
New Client Procedures and Forms
New Client Cover Sheet General Information Form Health/Exercise History Form Service Policy Form General Information Short Form Minor Waver Form Workshop Release and Waiver (Photo) Auto Credit Card Authorize and Discontinue
PMA 2010
Class/Instructor Structure What is the client expectation in a class
experience? How do we make sure we are all on the
same page with “a class”? What is important as a manager or owner
regarding “class management”?
PMA 2010
Putting it all together
Moments of Truth Retention Cheerleaders
PMA 2010
Thank You and Questions
