Welcome to the Planning for Practice Success Newsletter

Practice Startup Success

Information Advice Encouragement

June 11, 2007                                                                                     ISSN 1934-3248

Live up to your potential instead of imitating someone else's.

Martha Burgess, Founder, Theatre Techniques for Business People

 In this issue:
 

 A powerful marketing message that all chiropractors need to hear.  A friend of mine has a great blog about marketing that you should check out.  Her name is Kathryn Hendershot-Hurd and her blog is “Beyond Niche Marketing.”  In a recent blog post, she talks about … well, the title tells it all:  “All that matters is what’s important to the customer.”  It’s what I always say:  “It’s not about you and what you think you’re doing (Activator, for example).  It’s what prospective patients think they are getting (freedom from pain, for example.)    Michael Revson, founder of Revlon cosmetics, said he wasn’t selling cosmetics; he was “selling hope.” 

What are you REALLY selling?  Please think about it.  Read Kathy’s post here:  http://beyondnichemarketing.com/2007/06/05/all-that-matters-is-whats-important-to-the-customer/ .

By the way, for a limited time, if you buy Planning for Practice Success, I will give you a copy of Kathy’s book “Beyond the Niche” – yes, give, as in no cost.  This is a fantastic marketing book – it has everything you need to know to market your practice.  No, she’s not a chiropractor, but she knows what she’s talking about. 

Another Tale from the Startup Front….  The new grad I mentioned above said the SBA in Kansas gave him a letter to his bank, stating that his education and experience were a valuable asset to be used in getting a business loan.  The bank hemmed and hawed and said they still needed money.  He went to another bank and got the loan. Now, don’t try to put the “value” of your education on your personal financial statement, but certainly you can use your resume to point out your credentials.

 Software Recommendation.  The doctor above said he started out with Quixote software (pronounced: kee-hoe-tay) and he loves it.  It’s pricey ($7000 to $10,000) and they are relatively new, but he said they were great.  Their website is http://www.ppt4drs.com/    (I suggest you skip the “I am Don Quixote…” video – pretty bad.).  I’m not recommending, just passing along this doctor’s thoughts.  If you would like to contact him, email me and I’ll give you his name and email.

Free Help on your business plan/startup.  You may have heard of SCORE (Service Corps of Retired Executives), which is a volunteer organization associated with the Small Business Administration.  SCORE people can work with you on your business plan and give you startup advice.  

Another free resource you may not have heard about are Small Business Development Centers (SBDC’s) located in most medium to large cities.  The SBDC’s are associated with colleges and universities and they also provide startup help.  Here is what one grad said about them, “I met with the local SBDC person to have my business plan reviewed.  [She wrote the plan using Planning for Practice Success.]  He was very impressed ....  He also set up an appointment with a marketing rep (again for fR*EE) who will be assisting me with design of business cards, etc., and with marketing ideas for the office.  I strongly recommend the use of this fR*EE service. 

(Note:  The word with the asterisk above can’t be used – spam filters.)

Anyway, you get the idea.  Here is the link to locate the local SBDC:  http://www.sba.gov/aboutsba/sbaprograms/sbdc/sbdclocator/index.html