Pma business workshop

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PMA Business Workshop

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Pma business workshop

  1. 1. PMA 2010 Business Stabilization Presented by: Shawn Healey
  2. 2. PMA 2010 Introduction:  Shawn Healey, MS How and why am I here?! History Mission
  3. 3. PMA 2010 Business? Yes!!!  Why do we start a business?  Why a Pilates business?  What is the goal of owning a business?
  4. 4. PMA 2010 Business Structure  Sole Proprietor  LLC  Corporation
  5. 5. PMA 2010 Business Structure  What type of practitioner are you? Employee? Independent Contractor? Business Owner? Business Leader?
  6. 6. PMA 2010 Business Components  General Business Model  Financials  Business Structure  Employee vs. Contractor  Size  Business Goals  Owners Role/leadership Business Model
  7. 7. PMA 2010 Business Components  Marketing/Branding  Look and Feel  Top of Mind  Internal vs. External  Cheerleaders!! Marketing/BrandingBusiness Model
  8. 8. PMA 2010 Business Components  Employee Structure  Employee vs. Independent contractor Employees vs. Contractor Marketing/BrandingBusiness Model
  9. 9. PMA 2010 Business Components  Systemization  Clients  Reception  Instructor  Class structure  Cheerleaders!! Systemization Marketing/Branding Business Model Employees
  10. 10. PMA 2010 Systemization Marketing/Branding Business Model Employees
  11. 11. PMA 2010 Structured Business Approach
  12. 12. PMA 2010 Business Model  Current “Typical” Approach Toward… Business Organization  Start Up  Hiring  Training  Growing
  13. 13. PMA 2010 Business Model  Current “Typical” Approach Toward… Being an “Owner”
  14. 14. PMA 2010 Business Model  Current “Typical” Approach Toward… Being an Employee… and what they can become!
  15. 15. PMA 2010 Business Model  Ultimately what “typical” brings… Glass Ceiling Frustration Resentment Chaos Mass exodus!
  16. 16. PMA 2010
  17. 17. PMA 2010 Business Model “Evolved”
  18. 18. PMA 2010 Business Model “Evolved” STRUCTURED BUSINESS IMPLEMENTATION
  19. 19. PMA 2010 Business Model “Evolved” STRUCTURED BUSINESS IMPLEMENTATION Cheerleader Employees
  20. 20. PMA 2010 Business Model “Evolved” STRUCTURED BUSINESS IMPLEMENTATION Cheerleader Employees Cheerleader Clients
  21. 21. PMA 2010 Business Model “Evolved” STRUCTURED BUSINESS IMPLEMENTATION Cheerleader Employees Cheerleader Clients Business GrowthBusiness Growth and Successand Success
  22. 22. PMA 2010 Evolved Components  General Business Model  Financials  Business Structure  Employee vs. Contractor  Size  Business Goals  Owners Role/leadership Business Model
  23. 23. PMA 2010 Evolved Components  General Business Model  Financials Business Model
  24. 24. PMA 2010 Evolved Components  General Business Model  Financials  Profit and Loss  Balance Sheet  Cash Flow Business Model
  25. 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. 26. PMA 2010 Evolved Components  General Business Model  Business Structure  Employee vs. Contractor  Size Business Model
  27. 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. 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. 29. PMA 2010 Evolved Components  General Business Model  Business Goals Business Model
  30. 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. 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. 32. PMA 2010
  33. 33. PMA 2010
  34. 34. PMA 2010 Marketing and BrandingMarketing and Branding
  35. 35. PMA 2010 Evolved Components  Marketing/Branding  Budget  Top of Mind  Look and Feel  Internal vs. External  Cheerleaders!! Marketing/BrandingBusiness Model
  36. 36. PMA 2010 Evolved Components  Marketing/Branding Budget Marketing/BrandingBusiness Model
  37. 37. PMA 2010 Evolved Components  Marketing/Branding  Budget Top of Mind
  38. 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. 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. 40. PMA 2010 External Marketing and Branding
  41. 41. PMA 2010
  42. 42. PMA 2010
  43. 43. PMA 2010
  44. 44. PMA 2010
  45. 45. PMA 2010
  46. 46. PMA 2010
  47. 47. PMA 2010 Social Media  Social Media Revolution 2 (Refresh).mp4
  48. 48. PMA 2010
  49. 49. PMA 2010
  50. 50. PMA 2010
  51. 51. PMA 2010 Evolved Components  Marketing/Branding  Budget  Top of Mind  Look and Feel Internal vs. External Marketing/BrandingBusiness Model
  52. 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. 53. PMA 2010
  54. 54. PMA 2010 Marketing/Branding  External Marketing Commercials Print advertising Web site Social Media Partner/Referral Programs
  55. 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. 56. PMA 2010 Marketing/Branding  Internal Marketing Methods  All areas of External Marketing  Newsletters  Referral Programs  Freebies  Specials  “Asking”
  57. 57. PMA 2010
  58. 58. PMA 2010 Marketing/Branding  Internal Marketing Referral Programs  531 Program  Carpe Diem Bucks  Referral Card  ASK THE QUESTION!
  59. 59. PMA 2010 5-3-1 Program
  60. 60. PMA 2010 Carpe Diem Bucks
  61. 61. PMA 2010 Referral Program Referred: ______________________ Phone:________________________ Referred By: ___________________
  62. 62. PMA 2010 Marketing/Branding  Internal Marketing Freebies and Specials  10% bonus  Bonus Renewal  Early Class Renewal Free Class  Consultations
  63. 63. PMA 2010 Marketing/Branding  Internal Branding What does this mean and WHY??? Vision…
  64. 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. 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. 66. PMA 2010 Evolved Components  Systemization, systemization, systemization  WHY? Systemization Marketing/Branding Business Model Employees
  67. 67. PMA 2010 Reception/Office Forms - Communication  Phone Policy  Message Log Procedure  Message Log  Inquiry Log  Inquiry Form  Consultation Form  Reminder Call Script
  68. 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. 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. 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. 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. 72. PMA 2010 Putting it all together  Moments of Truth  Retention  Cheerleaders
  73. 73. PMA 2010 Thank You and Questions

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