* MARKETING MAGIC *
LOCATION LOCATION LOCATION
by Kathryn McCann
After working from home for the past five years I’ve finally decided to make the break and find some office space to work from. I wanted to convey a more professional image to clients and benefit from a more inspiring working environment.
First I found another small business in a related field that was in a similar position to me and was interested in sharing space. Then I found an office in a suitable location – an ethical hub in Reading. I hope being based there will help me attract more of my ideal kind of clients – organisations that care about making the world a better place.
It’s early days yet but I believe that this will be a really positive move for me and that the extra expense will come back to me in terms of increased income.
This has got me thinking about the importance of location to a therapy business – or place, one of those marketing Ps I mentioned last time.
There are a number of options open to you. Here are some of the pros and cons of each:
Working at a clinic
Pros
Working from an established clinic will guarantee you a professional setting.
You will probably be able to use their equipment and they may even provide third party insurance for you (although you will still need to provide your own professional insurance).
Many offer a reception facility, providing your clients with a place to wait and handling booking enquiries on your behalf. But check that the staff know about your type of therapy and like it, so that they will actively promote you. It might be worthwhile offering them free sessions.
Being clinic-based is a good way to attract new clients. You will have the benefit of passing trade, and may even have access to an established client database. You’ll have a good opportunity to build relationships with other therapists and pick up referrals. The clinic will also display marketing literature for you and may hold promotional events like open evenings.
Working from a clinic there’s no need to worry what you would do if you have a difficult client or whether or not to take people of the opposite sex for treatments as you will have the security of other people in the building.
If you choose to set up your own clinic your costs will be considerably higher but you would benefit from being able to choose the ideal setting and put your own stamp on the place. You could also benefit financially in the long-term from letting out space to other therapists.
Cons
Working from a clinic will often mean you need to charge your clients more in order to make a profit. Some clinics charge a fixed daily or monthly rate. Others charge a percentage of your takings. The latter option can be helpful while you’re building up your business but a regular set payment usually works out better once you’re busy.
You will probably have to restrict your working hours according to the opening hours of the clinic. You may also find that you need to share space with other therapists, so will have to work around each others’ appointment schedules. The necessity of sticking to rigid appointment slots can be difficult for clients who would value an extra few minutes.
It’s also important to check whether people who book through the clinic are their clients or yours. It could be very damaging to your business to have to build your client base up from scratch if you decide to move on.
Example
Kinesiologist Martin Lewis made the decision to work from a healthfood shop in Newbury.
"I originally walked in to my local healthfood shop and basically said I wanted to work there. They were very obliging and more or less said 'when do you want to start'!.
“There were obvious benefits in that there was a continuous passing trade, and the people who came in were going to do so because they were conscious about their health, which were the type of people I wanted to help. The shop staff would take bookings for me, so I’d have my own receptionists. All I had to do was put up notices to tell customers that I would be there on certain days. Of course I pay a room hire charge to use the facilities, but having taken that into account I still make a profit.
“The down sides are lack of flexibility in booking the rooms. Sometimes they are not available, so I tend to block book a day well in advance. Some days I have to park quite a walk away from the shop and lug my equipment over there. You don’t have those problems when you work from home!"
Martin Lewis
Tel: 07968 740550, email: martin@kinesiology.fslife.co.uk
Working from home
Pros
Working from home is a great way to set up your own base without the expense of taking on business premises.
You and the people you live with can benefit from the effort you put in to creating a pleasant, relaxing ambiance for your clients, as your work space is also your living space.
You will have few expenses, which you can take into account in your prices. You will also benefit from zero travelling time and will have the freedom to set your own hours.
Cons
Without the support of a clinic you will have to handle all your marketing and bookings yourself.
You will need to keep the house tidy, which can be difficult if you have young children. And unless you’re able to set aside a dedicated room you’ll need to invest in portable equipment and allow time to set up before appointments.
If you have pets you should tell your clients about them in advance, in case they have a phobia or allergy.
You will need to make sure your toilet facilities are presentable and well equipped. If a client brings a friend with them they will need somewhere to wait. You must also offer suitable parking that won’t annoy your neighbours or break any laws or residents’ association rules.
Inviting strangers into your home presents a security issue and you should check that it won’t invalidate your home insurance.
Example
Joanna Bristow-Watkins, a practitioner and teacher of Reyad Sekh Em (an Egyptian healing system she developed herself) offers therapy sessions and courses at her home in Walton-on-Thames.
"I started by working in the lounge but, although I had a lightweight portable couch, I found it a nuisance having to set everything up all the time. And when I didn't feel like folding away the couch, my husband got irritated.
“In the end we decided to convert our garage into a dedicated healing room and I find that works really well. I'm passionate about my work so we felt the expense was justified and I love the flexibility and convenience of working from home."
Joanna Bristow-Watkins, Harmony Healing
Tel: 01932 244518, email: jo@harmonyhealing.co.uk
Being mobile
Pros
Setting up as a mobile therapist could be the best option for you if you’re offering your therapies on a part-time basis, perhaps in the evenings. It also suits people who would prefer not to invite clients into their own homes but don’t want the restrictions of working at a clinic.
Having a portable business allows you to work whichever hours suit you and your clients. Many people prefer to be treated in their own surroundings, and there’s no worry about them having to rouse themselves from a drowsy, relaxed state to drive home.
With the current concern over stress in the workplace, employers are becoming more open to the possibility of inviting therapists in to offer treatments for staff during working hours. This could provide an extra source of income for mobile therapists.
The set-up costs of being mobile are minimal and some people enjoy the variety of working in different settings every day.
Cons
Some homes may not have suitable space available, and you won’t find out until you get there.
You will need to provide all your own equipment, and it has to be light and easy to manoeuvre from your car and into your clients’ homes. If you use music, you may need to take your own CD player as you can’t assume you can use your clients’.
You will need to take set-up time, journey time and travel expenses into account in your prices.
There are security implications in entering other people's homes. You’ll also have to check that your insurance covers you for this.
As with working from home, you will have to take sole responsibility for building up your client base and booking appointments.
Example
Philippa McElveen is a mobile therapist offering Indian head massage, Swedish massage and thermal auricular therapy (Hopi Ear Candles).
“I offer holistic therapy treatments in the comfort and privacy of my client's homes. The reasoning behind this decision was two-fold.
“Firstly I live in a small two-bedroom apartment on the second floor, so it's not that practical to offer treatments here.
“Secondly I believe that clients benefit from being treated in their own surroundings. All they have to do is unplug the phone, relax and enjoy the experience. After their treatment they don’t have to worry about getting themselves home and can just toddle off to bed for a wonderful night’s sleep.”
Philippa McElveen, Beautonics
Tel: 01183 758744, email: beautonics@hotmail.com
What’s right for you?
When you’re just starting out is the ideal time to reflect on which location to choose. However as your practice becomes more developed a change of location could help boost your profits and job satisfaction.
If you need advice on the best location for your business IPTI (Independent Professional Therapists International) may be able to help. You can call them on 01777 700383 or 01777 703177 or email them at enquiries@iptiuk.com.
IPTI also offer insurance for practitioners of an extensive range of therapies. If yours isn’t on their list they will consider adding it. They offer special equipment insurance for mobile therapists.
You might also find it useful to consult Business Link’s online guide to choosing a location for your business.
Good luck finding the right location for your business!
© Kathryn McCann 2005
Kathryn McCann is a freelance writer, editor and marketeer. She writes advertisements and
marketing material for her clients for print, radio and the web. She has also written for a
variety of magazines.
E-mail:
kathryn@katcreative.co.uk
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