PMA Business Workshop

1. PMA 2010
Business Stabilization
Presented by:
Shawn Healey

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

3. PMA 2010
Business? Yes!!!
 Why do we start a business?
 Why a Pilates business?
 What is the goal of owning a business?

4. PMA 2010
Business Structure
 Sole Proprietor
 LLC
 Corporation

5. PMA 2010
Business Structure
 What type of practitioner are you?
Employee?
Independent Contractor?
Business Owner?
Business Leader?

6. PMA 2010
Business Components
 General Business
Model
 Financials
 Business Structure
 Employee vs. Contractor
 Size
 Business Goals
 Owners Role/leadership
Business Model

7. PMA 2010
Business Components
 Marketing/Branding
 Look and Feel
 Top of Mind
 Internal vs. External
 Cheerleaders!!
Marketing/BrandingBusiness Model

8. PMA 2010
Business Components
 Employee Structure
 Employee vs.
Independent
contractor
Employees vs. Contractor
Marketing/BrandingBusiness Model

9. PMA 2010
Business Components
 Systemization
 Clients
 Reception
 Instructor
 Class structure
 Cheerleaders!!
Systemization
Marketing/Branding
Business Model
Employees

10. PMA 2010
Systemization
Marketing/Branding
Business Model
Employees

11. PMA 2010
Structured Business Approach

12. PMA 2010
Business Model
 Current “Typical” Approach Toward…
Business Organization
 Start Up
 Hiring
 Training
 Growing

13. PMA 2010
Business Model
 Current “Typical” Approach Toward…
Being an “Owner”

14. PMA 2010
Business Model
 Current “Typical”
Approach Toward…
Being an Employee…
and what they can
become!

15. PMA 2010
Business Model
 Ultimately what “typical” brings…
Glass Ceiling
Frustration
Resentment
Chaos
Mass exodus!

16. PMA 2010

17. PMA 2010
Business Model “Evolved”

18. PMA 2010
Business Model “Evolved”
STRUCTURED BUSINESS
IMPLEMENTATION

19. PMA 2010
Business Model “Evolved”
STRUCTURED BUSINESS
IMPLEMENTATION
Cheerleader Employees

20. PMA 2010
Business Model “Evolved”
STRUCTURED BUSINESS
IMPLEMENTATION
Cheerleader Employees
Cheerleader Clients

21. PMA 2010
Business Model “Evolved”
STRUCTURED BUSINESS
IMPLEMENTATION
Cheerleader Employees
Cheerleader Clients
Business GrowthBusiness Growth
and Successand Success

22. PMA 2010
Evolved Components
 General Business Model
 Financials
 Business Structure
 Employee vs. Contractor
 Size
 Business Goals
 Owners Role/leadership
Business Model

23. PMA 2010
Evolved Components
 General Business Model
 Financials Business Model

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

25. PMA 2010
Evolved Components
 General Business
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

26. PMA 2010
Evolved Components
 General Business Model
 Business Structure
 Employee vs. Contractor
 Size
Business Model

27. 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.

28. 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?

29. PMA 2010
Evolved Components
 General Business Model
 Business Goals Business Model

30. 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?

31. 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

32. PMA 2010

33. PMA 2010

34. PMA 2010
Marketing and BrandingMarketing and Branding

35. PMA 2010
Evolved Components
 Marketing/Branding
 Budget
 Top of Mind
 Look and Feel
 Internal vs. External
 Cheerleaders!!
Marketing/BrandingBusiness Model

36. PMA 2010
Evolved Components
 Marketing/Branding
Budget Marketing/BrandingBusiness Model

37. PMA 2010
Evolved Components
 Marketing/Branding
 Budget
Top of Mind

38. 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.

39. 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

40. PMA 2010
External Marketing and Branding

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47. PMA 2010
Social Media
 Social Media Revolution 2 (Refresh).mp4

48. PMA 2010

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50. PMA 2010

51. PMA 2010
Evolved Components
 Marketing/Branding
 Budget
 Top of Mind
 Look and Feel
Internal vs. External
Marketing/BrandingBusiness Model

52. PMA 2010
Marketing/Branding
 External Marketing
Goals
 Get out the word
 Drive people to website
 Drive people to call
 Create feel (Brand) to company

53. PMA 2010

54. PMA 2010
Marketing/Branding
 External Marketing
Commercials
Print advertising
Web site
Social Media
Partner/Referral Programs

55. 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

56. PMA 2010
Marketing/Branding
 Internal Marketing
Methods
 All areas of External Marketing
 Newsletters
 Referral Programs
 Freebies
 Specials
 “Asking”

57. PMA 2010

58. PMA 2010
Marketing/Branding
 Internal Marketing
Referral Programs
 531 Program
 Carpe Diem Bucks
 Referral Card
 ASK THE QUESTION!

59. PMA 2010
5-3-1 Program

60. PMA 2010
Carpe Diem Bucks

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

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

63. PMA 2010
Marketing/Branding
 Internal Branding
What does this mean and WHY???
Vision…

64. 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

65. 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”?

66. PMA 2010
Evolved Components
 Systemization,
systemization,
systemization
 WHY?
Systemization
Marketing/Branding
Business Model
Employees

67. PMA 2010
Reception/Office Forms - Communication
 Phone Policy
 Message Log Procedure
 Message Log
 Inquiry Log
 Inquiry Form
 Consultation Form
 Reminder Call Script

68. 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

69. 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?

70. 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

71. 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”?

72. PMA 2010
Putting it all together
 Moments of Truth
 Retention
 Cheerleaders

73. PMA 2010
Thank You and Questions