How to set up a laser eye surgery clinic

Slide 1: Setting up a laser refractive surgery service 10 critical go or no-go questions to answer (before you start) 1

Slide 2: Who are we? • LiveseySolar Practice Builders • Launched or grew 7 clinics in the past 6 years • 10 years in laser eye surgery 2

Slide 3: Laser clinics we have helped start or grow London Vision Clinic Focus Laser Clinics St. James’s Laser Vision Custom Vision Clinics Sheffield Vision Centre Grange Eye Consultants Optimax Laser Clinics 3

Slide 4: 10 Questions “If I had an hour to solve a problem and my life depended on the answer, I would spend the first 55 minutes figuring out the proper questions to ask. For if I knew the proper questions, I could solve the problem in less than 5 minutes." 4

Slide 5: Who is your market? 1 5

Slide 6: Your market is composed of only those who can feasibly be made aware of your offering and have a problem that you can solve. Who is your market? 1 6

Slide 7: Anyone who is competing for your customers Who is your competition? 2 7

Slide 8: 15 Points of Sale Independents in the UK 8

Slide 9: 9 Points of Sale Independents in London 9

Slide 10: 20 Points of Sale Optimax 10

Slide 11: 23 Points of Sale Ultralase 11

Slide 12: 70 Points of Sale Optical Express 12

Slide 13: Where is your niche? 3 13

Slide 14: Premium Breadth of Corporate? High Volume? Price? Service? Geographic? Demographic? Pscyhographic? Low price? Tight focus? Medical? Technology? 14

Slide 15: Whatever it is... Focus everything about your business around your niche 15

Slide 16: Where is your niche? The greater the differentiation, the more reasons you are giving someone to choose you over your competition, and the less chance of needing to compete on price 16

Slide 17: What resources will you need? 4 17

Slide 18: Laser theatre Testing room Consultation rooms Reception room Back office Minimum facilities set-up 18

Slide 19: Excimer Laser / microK Wavefront Aberrometer Orbscan / Pentacam Pachymeter & Tonometer 2 Consultation set-ups Computer network Office peripherals Minimum technical set-up 19

Slide 20: Surgeon Optometrist Laser Technician Patient Advisor Receptionist Telephonist Manager Minimum staff resources 20

Slide 21: What will you 5 need to invest? Roughly! 21

Slide 22: £60,000 p.a. Facilities 22

Slide 23: £400,000 (over 5 years) Tech 23

Slide 24: £160,000 p.a. (w/o surgeon) Staff 24

Slide 25: £200 to 250 p.p. i.e 240 px = £48k to £60k p.a. Marketing 25

Slide 26: £390,000 p.a. for first 5 years Rough Total 26

Slide 27: What you can expect... 800,000 600,000 400,000 200,000 0 Start Year 1 Year 2 Year 3 Year 4 Year 5 Fixed Expenses Sales 27

Slide 28: What 6 Entrepreneurial skills will you need? Managerial Technical 28

Slide 29: How will you generate 7 business? Interest Desire Action Awareness Post-purchase evaluation Understanding the customer buying cycle will enable you to systematise your marketing 29

Slide 30: How will you convert 8 awareness into action? Calls Consults Treatment Leads Feedback and Referrals Understanding the customer sales process will enable you to exceed your customer’s expectations at every stage 30

Slide 31: No. 1 reason for business failure • Customers not paying enough v. Inadequate • Customers buying from competition v. sales = • Not enough prospects v. • Not closing enough v. • Sales cycle time frame v. • Lack of referrals v. 31

Slide 32: How will you offer 9 irresistible value? Your job as a business owner is to identify more and more ways to create more and more value for the customer. 32

Slide 33: Your value proposition dictates... How many customers you’ll get How much they’ll pay How you’re perceived against your competition The activities of your people 33

Slide 34: It’s not what you do, it’s how you do it 34

Slide 35: It’s not what you do, it’s how you do it 35

Slide 36: It’s not what you do, it’s how you do it 36

Slide 37: How will you grow it? 10 37

Slide 38: You have two choices: Remarkable Buckets of customer cash service 38

Slide 39: Summary 1. Who is your market? 2. What is your competition? 3. Where is your niche? 4. What resources will you need? 5. What will you need to invest? 6. What skills will you need? 7. How will you generate business? 8. How will you convert awareness into action? 9. How will you offer irresistible value? 10. How will you grow it? 39

Slide 40: “ If only I had a checklist!” laura@liveseysolar.com 40

Slide 41: Q’s? www.liveseysolar.com 41