Laurie's Blogs.

Hi Laurie!

Just needing someone who understands to listen for a moment.

I'm feeling quite overwhelmed and frustrated all at the same time. I have been struggling for a year now to get my rehab business up and going. I think I spend more time trying to learn how to market than I spend doing rehab! I started with less than $5000. I haven't taken a salary in a year. The business  itself has no debt ( I do though!) but with my savings drained and my credit cards going higher I am starting to panic. I love what I do, but I hate that I can't support my family doing it!

I have read all your information on marketing. I have like 4 different marketing projects started but with it only being me, and myself, and well, me, I am just tired.

Can you tell me just one thing that will help get me on track? My "to do" list NEVER gets any shorter. Last night as I lay awake stressing about my finances, I decided that if I couldn't sleep then I would work! Imagine me at midnight in my kitchen, drinking my chamomile tea and planning a doggie fitness class on a giant white pad hanging on wall. Only to realize that the logistics wont work! I always feel like I'm reinventing the wheel!!

Ok, thanks for letting me vent. And any more info on how NOT to reinvent the wheel is appreciated.

 - S

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Hi S,

Interesting topic... and in fact, very relevant and is going to be the topic of my next audio (even before you asked).  We are going through some major restructuring here at the clinic - just trying to make things viable.  We had a few unexpected expenses, large expected expenses, and some repairs that have all come up in the last 4 months, and it has put us in the hole.  (Thank heavens for overdraft protection and a line of credit for the clinic).  And we have had to look at what major ways we could come up with in order to bring us up out of the red.

One thing I have been listening to is Good to Great by Jim Collins.  It's about how good companies became great companies.  Essentially, the things I have taken away from it are:  1) have the right people on your team... don't settle for good enough or someone you think you would have to work on to become what you want (okay I know that doesn't apply to your business...) 2) Most good to great companies didn't take on something more or new or different or diversified, instead they STOPPED doing things that were non-$ producers 3) good to great companies adopted the "hedgehog concept"... which means that they became really good at ONE main thing (i.e. a hedgehog has ONE defence mechanism...and it works perfectly every time), 4) good to great companies adopted a focus that was the intersection of a) what they were passionate about b) what they were great at, & c) where they made the most money.... and where those 3 things intersect is where they focused their efforts.

So, simple thing... get a line of credit instead of putting it on your credit card.  

Now, as to where you can make a great income in a short period of time:  dog show or agility meet.  Set up a stall, booth, table, tent, mat and offer a $45 - $60 quick check up and treatment for spines and tendons.  You could make $4000 in a weekend.  There are plenty of times that I thought it would be great if I didn't have overhead and could just do that!

You may need to narrow in all of your ideas to focus and just concentrate on 2 or 3 that will be manageable.

I am just working on my write up so that I can record it and have it ready for the Monday after next...

Stay tuned!

Laurie

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Thanks, Laurie!

I have previously read "Good to great"  so I understand these concepts. The component that eludes me is the part that brings the most money (I know what I'm great at and what I'm passionate about)

So, I'm NOT good at spine just yet. This is just an area where I really don't feel very competent and  want to take one of your spinal classes. I certainly could set up a booth and do quick assessments and some therapy, but spinal corrections are not my forte. I am however purchasing a stance analyzer and I thought I would use that as a screening tool too, at dog events.

A line of credit sounds like a good idea. I will look into that.

One question, purple cow marketing. I'm considering doing an health and fitness expo, for people. its a 2 day event and I've been granted permission to bring a dog along for demonstrations if I choose to. I've also considered doing a women's expo.

Thanks, Laurie!

Looking forward to your audio!

 - S

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Okay... back again...

So, trying to think of YOU specifically.

Think of what type of patient you can best serve...

If you're not comfortable with manual therapy yet... the sporting dog population is lower on the list.

If you are mobile... then dogs requiring lots of exercise might be hard to accommodate without a gym.

Which then sets up... what about dogs that are more difficult to get to a facility:  i.e. OLD dogs and/or early stage neuro dogs.

(I personally like the niche of old dogs)

(And yes to the use of the stance analyzer at a dog show / dog even... great visual... and just start practicing, practicing with your manual skills!)

Old dogs and sporting dogs are my two favourite niches (period), but I also think they are the smartest niche for a mobile practice as well!

Well, I see where you are going with your purple cow thinking... but I'm not sure that those events are where you will find your target market.  Let's just say it's a long shot.  You would certainly be unique in that expo.  However, you are already purple cow in that what you are offering (mobile) IS different.  And as for the woman's show I don't know of any or many of my clients that would go to a women's expo... maybe a Pet Expo... but I stopped doing those as it wasn't always attracting the high end dog owners.  

I would suggest spending your time going out to the high end pet stores and groomers to talk to them.  Ask for their cards.  Ask if they cater to OLD dogs and what services or products they have for them.  Tell them that those are YOUR clients, and you'd like to have a place to send your clients (white lie just yet).  Tell them about what you do (and how you're novel and have a mobile practice so that these old dogs don't have to travel in a car... and it's more convenient for the owner... etc.  - You ARE a purple cow!)... but most importantly be interested in THEIR business!  THAT alone will impress the other business owner to WANT to refer people to you.  Ask if they would like a couple of your cards if they have any clients that might benefit from your services... and take their cards so that you could refer people to them.

Instead of  sitting 2 days in an expo, spend that time out visiting dog related businesses.  Trust me, as a non-vet in an animal industry, I am blown away whenever we've had vets stop in to see our place and ask questions.  Makes me immediately want to refer them a client!

Those are my thoughts for now!

Cheers, - Laurie

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Thanks, Laurie!

Yes, I have made a few contacts with pet food boutiques but I will more aggressively pursue that option. There are also a few high end pet sitting services I was considering contacting as well.

And yes, I will work on that manual therapy -maybe I'm better than I think but there's nobody around to tell me if its right or not except the dog!

Thank you sooooo much!!!!

- S

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You are welcome!

As for the manual therapy, if the dog gets better with your techniques... and/or there is no pain / tenderness after your manual therapy... then the dog has told you that you did it right!  Go with that!!

And I like the idea of the high end pet sitting services... that might fight quite nicely!

Hang in there!

- Laurie