marketing strategyfinancials€¦ · marketing understanding costing applying break even financials...

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


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


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


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Features vs Benefits


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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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


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Marketing - Offline


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


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 %


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!


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Financials


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Costing

Capital outlay


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


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


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


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


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


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


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:


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


Increase session price

Increase product range

Build residual income

Increase marketing

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Reduce Cost


Bank fees / cc fees

Insurance

Suppliers / Bulk buying

Outsourcing

https://squareup.com/i/05148A5E

3 things you must have in business

A Great Vision


A Great Plan

Consistent Execution

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Are you ready to take action?


• 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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marketing strategyfinancials€¦ · marketing understanding costing applying break even financials...

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