Pma business workshop

PMA 2010
Business Stabilization
Presented by:
Shawn Healey

PMA 2010
Introduction:
 Shawn Healey, MS
How and why am I here?!
History
Mission

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

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 Ceiling
Frustration
Resentment
Chaos
Mass exodus!

PMA 2010
Business Model “Evolved”

PMA 2010
STRUCTURED BUSINESS
IMPLEMENTATION

PMA 2010
STRUCTURED BUSINESS
IMPLEMENTATION
Cheerleader Employees

PMA 2010
STRUCTURED BUSINESS
IMPLEMENTATION
Cheerleader Clients

PMA 2010
STRUCTURED BUSINESS
IMPLEMENTATION
Cheerleader Clients
Business GrowthBusiness Growth
and Successand Success

PMA 2010
Evolved Components
 General Business Model
 Financials
 Size
 Business Goals
Business Model

PMA 2010
Evolved Components
 Financials Business Model

PMA 2010
Evolved Components
 Financials
 Profit and Loss
 Balance Sheet
 Cash Flow
Business Model

PMA 2010
Evolved Components
Model
 Financials
 Profit and Loss
 Balance Sheet
 Cash Flow
Profit and Loss
Cost of Sales
Fixed Expenses
How fast is moving
over a predetermined time
Cash Flow
Cash Sources
Cash Used
Money in
and
Money out
Balance Sheet
ASSETS
Liabilities and Equity
How much you own
How much you owe

PMA 2010
Evolved Components
 Size
Business Model

PMA 2010
Evolved Components
Model
 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
Model
 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
 Business Goals Business Model

PMA 2010
Evolved Components
 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
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
Marketing and BrandingMarketing and Branding

PMA 2010
Evolved Components
 Budget
 Top of Mind
 Look and Feel
 Internal vs. External
 Cheerleaders!!

PMA 2010
Evolved Components
Budget Marketing/BrandingBusiness Model

PMA 2010
Evolved Components
 Budget
Top of Mind

PMA 2010
Evolved Components
 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
 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
Social Media
 Social Media Revolution 2 (Refresh).mp4

PMA 2010
Evolved Components
 Budget
 Top of Mind
 Look and Feel
Internal vs. External

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
Marketing/Branding
 External Marketing
Commercials
Print advertising
Web site
Social Media
Partner/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
Marketing/Branding
Referral Programs
 531 Program
 Carpe Diem Bucks
 Referral Card
 ASK THE QUESTION!

PMA 2010
Referral Program
Referred: ______________________
Phone:________________________
Referred By: ___________________

PMA 2010
Marketing/Branding
Freebies and Specials
 10% bonus
 Bonus Renewal
 Early Class Renewal Free Class
 Consultations

PMA 2010
Marketing/Branding
 Internal Branding
What 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

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

Pma business workshop

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Pma business workshop