Working on your business vs in your business
Ela Gold ND, HCHT, Dip-Ayu, Dip-Acu, Dip-ABC
Holistic Colon Hydrotherapist and Business Consultant
www.vitalishealth.com.au
Australian Colon Hydrotherapy & Gut Health Conference
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Marketing
Understanding Costing
www.vitalishealth.com.au
Applying Break Even
Financials
• Strategy
• Market Research
• Analyse the Marketplace
• Capital outlay
• Session costs
• Fixed costs
• See the true picture
• Increase Profit
• Reduce costs
• Create Ads
• Place Ads Off/Online
• Return on Investment
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Understanding Marketing
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Create Ad Place Ad
Hope
someone
calls
Marketing
Plan
Implement
Measure
Refine
Develop
Strategy
Develop
Tactic
Strategy
• The Product
• The Consumer
• The Marketplace
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Market Research
• Your Product
• Competition
• What to look for
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Point of Difference
• Your point of difference (POD) is your competitive advantage, that is, the factor(s) that makes your product stand out among your direct and indirect competitors
www.vitalishealth.com.au
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www.vitalishealth.com.au
Features vs Benefits
www.vitalishealth.com.au
Colonics is done with state of the are equipment to wash out excess faecal matter
Colonics makes you think clearer and have more energy so you can have a great day every day.
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Analyse the Marketplace
Demographics
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Psychographics
“Trying to sell anything to everyone isn’t a strategy. It’s wishful thinking” Hal Riney
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www.vitalishealth.com.au
Different ads for different consumers
Applying Marketing
Create your Ads
“It’s natural… to want to boast about every last one of your product’s benefits. This impulse must be resisted. Making an ad try to say more than one simple thing at a time is like inviting two people to give a lost driver directions at the same time” Dick Wassermann
www.vitalishealth.com.au
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Marketing - Offline
www.vitalishealth.com.au
Newspaper, magazines
Public Relations:
Publicity – Media Releases
Interviews (sourcebottle.com)
Networking, word of mouth
Other Strategies:
Short term promotions
Direct Marketing
Public Speaking
Joint Ventures
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Marketing - Online
www.vitalishealth.com.au
WebsiteGodaddy, web.com, Yahoo small business
EmailAweber, Constant Contact, iContact
Social MediaBuffer, Hootsuite, Sendible
Website directories
Guest Blogging
Keep track with CMS / CRMReally simple systems, ZohoCRM, ContactMe
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Analyse your marketing strategy
ROI – Return on Investment %
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Testimonial are powerful!
Testimonials create social proof, believability and credibility. They also address common fears, concerns and challenges. What other people say is 10 times more powerful than what you say – but it has to be done right!
www.vitalishealth.com.au
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Financials
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Costing
Capital outlay
www.vitalishealth.com.au
Start up costs
Depreciation
Start up Cost $
Renew
after yrs cost p yr. includes
Computer equipment 2000 5 400.00 Computer, software, modem, mouse, keyboard or tablet
printer/ copier / scanner 400 5 80.00
kitchen items 300 5 60.00 kettle, cups, glasses, spoons
scale 100 5 20.00
sheets 200 5 40.00
towels 500 5 100.00
drinking Waterfilter 500 10 50.00
make it look nice items 2000 10 200.00 diffuser, picture, crystals, vase
other gadgeds 1000 10 100.00 Bioempedance scanner etc
signage 500 10 50.00
Website design 2000 10 200.00
Bed 200 15 13.33
Colonic machine 14000 15 933.33
desk and chair 300 15 20.00
filing cabinet 300 15 20.00
fixture and fittings purchases 1000 15 66.67 lamps, blinds
shelfs 500 15 33.33
waitingroom chairs 400 15 26.67
waitingroom table 100 15 6.67
Installation charges 5000 builder, plumber, fitter
Study / Training 5000
Internet-connection 100
Lawyer 1000 contracts, disclaimer
Phone connection 150
Council Registration 500
Total 38050 2420
cost per month = 201.67
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Costing
Session costs
www.vitalishealth.com.au
The obvious costs
The not so obvious costs
Your Time
Session cost $ amounts need
price p.
session
Cream for spec 8 150 ml 5 0.27
Gloves 9 100 pce 4 0.36
Massage oil 15 500 ml 20 0.60
Oxygen 60 30 ltr 0.2 0.40
Pads 39 300 pce 1 0.13
Tongueblade 3 100 pce 1 0.03
Tubes 370 50 pce 1 7.40
Desinfectant 31 5000 ml 35 0.22
Rubbishbag 3 50 pce 1 0.06
medical Waste 30 120 ltr 30 7.50
Essential oil 38 250 drops 5 0.76
Handwash 16 500 ml 5 0.16
Papertowels 4 90 pce 3 0.13
Supplements eg probiotics 40 200 gr 5 1.00
Tea 8 20 pce 1 0.40
Tea/drinking water 2.05 1000 ltr 0.25 0.001
Tea/Water cups 3 50 pce 1 0.06
Tissues 1.5 100 pce 4 0.06
Toiletpaper 3.6 260 pce 20 0.28
Laundry water 2.05 1000 ltr 60 0.12
Laundry powder 12 2000 ml 35 0.21
Water for handwashing 2.05 1000 ltr 2 0.004
Water for session 2.05 1000 ltr 40 0.08
Water toilet 2.05 1000 ltr 12 0.02
Waterfilters for machine 400 4000 ltr 40 4.00
CC fees 1.90
Subtotal 26.16
Time for washing (e.g.8 sets) 30 0.5 hr 8 1.88
Time for doing session 30 60 min 75 37.50
39.38
Price per session 65.53
Credit card fees % you pay session price Fee:
1.9 100 1.90
Costing
Fixed costs
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Day to day running costs
Your time
Monthly Overheads Cost$ Time spend (ad hours you spend on the different areas)
Associations /legal fees 15 yearly fee divided by 12
Bank fees 20
Bookkeeping/Accountant 200 4 yearly fee divided by 12
Bus CC 6 yearly fee divided by 12
CCfacility 0
Interest on CC or loan 0
salaries and wages others 0
Salary of owner/manager 0
salary superannuation 0
Taxes 0
Advertising 10 4 print ads, adwords
Internet connection 50
Office costs 20 printer cartridge, paper, printing
Postage 10 1 letters to clients
Phone 80 2 mobile and landline
social media 10 4 posting software, time you spend posting
software 20 google business, antivirus, CMS, dropbox etc
Website expenses 10 1 hosting, domain name
Outsourcing plus preparation time
professional development 100 4 networking costs, training, CPD
R&D expenses 0 4 youtube, internet, books
Travel costs 100 1 for seminars, or giving talks plus organising time
Supscriptions 5 1 magazines
Cleaning 100
Consumables 20 2 coffee, milk, toiletpaper you use plus shopping time
Diffuser oils / candles etc 10
Flowers 20
Insurance 30 Clinic, prof. indemnity, theft
Car cost 300 car depreciation, fuel, rego, service
Gas 0
Electricity 80
Rent 800
depreciation of assets 201.67
Subtotal: 2217.67
hours outside of clinic 840 28 30 Payment per hour
Total 3057.67
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Break Even
How many sessions do you need to give?See the true picture – if you charge $100
www.vitalishealth.com.au
How many sessions do I need to give to break even monthly?
session cost (without time) 26.16
Payment for session time 39.38
monthly cost 3057.67
Your session price 100
Monthly sessions needed 89
Weekly sessions needed 20
Daily sessions needed (5 day week) 4
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Break Even
How many sessions do you need to give?See the true picture – if you charge $125
www.vitalishealth.com.au
How many sessions do I need to give to break even monthly?
session cost (without time) 26.16
Payment for session time 39.38
monthly cost 3057.67
Your session price 125
Monthly sessions needed 51
Weekly sessions needed 12
Daily sessions needed (5 day week) 2.4
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Break Even
How much profit could you make in a month?
See the true picture – if you charge $125
www.vitalishealth.com.au
How much profit could I make in a month?
Total monthly sessions I can give 100
monthly sessions I need to break even 51
equals sessions you make profit on 49
session price minus total session cost $ 59.47
Profit $ 2889
this is above of what you pay yourself for the session!
Break Even
How much profit could you make in a month? See the true picture – if you charge $100
www.vitalishealth.com.au
How much profit could I make in a month?
Total monthly sessions I can give 100
monthly sessions I need to break even 89
equals sessions you make profit on 11
session price minus total session cost $ 34.47
Profit $ 389
this is above of what you pay yourself for the session!
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Break Even
Recoup start up costs:If you charge $100 per session:
If you charge $125 per session:
www.vitalishealth.com.au
How many sessions do I need to give, to recoup my start up costs
Start up costs 38050
session price minus total session cost 34.47
Total sessions to give before you start making profit 1104
if you wouldn't have any other montly costs!
How many sessions do I need to give, to recoup my start up costs
Start up costs 38050
session price minus total session cost 59.47
Total sessions to give before you start making profit 640
if you wouldn't have any other montly costs!
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Increase Profit
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Increase session price
Increase product range
Build residual income
Increase marketing
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Reduce Cost
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Bank fees / cc fees
Insurance
Suppliers / Bulk buying
Outsourcing
https://squareup.com/i/05148A5E
3 things you must have in business
A Great Vision
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A Great Plan
Consistent Execution
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Are you ready to take action?
www.vitalishealth.com.au
• Create at Marketing strategy
• Update your session price
• Build a passive income
• Get the spreadsheets at our stall
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Resources
• http://www.industry.nsw.gov.au/business-and-industry-in-nsw/businessconnectBusiness Connect is a dedicated and personalised NSW Government program that provides trusted advice to help you start or grow your small business.
• http://business.gov.au is an easy to use portal website where you can find helpful information and practical tools to help you start, run or grow your small business.
• http://www.smallbusiness.nsw.gov.au• http://becaustralia.org.au/. BEC has a nationwide network of Business Enterprise
Centres that are recognised as the first and best point of contact for small business operators seeking quality business information, advice and guidance.
• https://www.moneysmart.gov.au/ financial resources and help for private and business
• http://www.flyingsolo.com.au community of solopreneurs with lots of resources• Learn the trade of running a business: Certificate IV Small Business• Books like: Micro-Entrepreneurship For Dummies• https://businessblueprint.com.au/ Business training with real Entrepreneurs and
free events.• http://www.authenticeducation.com.au/ Business training with free events
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Brought to you by:
www.vitalishealth.com.au
P 0438 566 711 E [email protected]