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SECTION ONE:
STARTING A SUCCESSFUL MARTIAL ARTS SCHOOL 1
CHAPTER ONE:
BUILD A SUCCESSFUL MARKETING IDENTITY 2
Focus on Your Image 2
Your School’s Image 2
Your Own Personal Image 5
The Image You Project 5
Examine Your Features—What Do You Have? 7
Determine Your Benefits—What’s in It for Them? 7
Develop Your Marketing Identity 9
Choose a Name That Reflects Your Image 10
CHAPTER TWO:
FINANCE YOUR NEW SCHOOL 13
Start with Estimates 13
Start-Up Capital 14
Break-Even Point 15
Your First Two Years 18
Discover Sources of Money Available to You 19
Commercial Loans 20
Government Loans 20
Private Family Loans 22
Apply for a Loan 22
CHAPTER THREE:
LAY THE BUSINESS GROUNDWORK 26
Assemble Your Team of Advisors 26
Accountant 27
Attorney 28
Banker 28
Other Consultants 29
Set Up the Legal Form of Your Business 31
Put Together a Professional Business Plan 33
Why Put Together a Business Plan? 33
The Layer Approach 34
Anatomy of a Business Plan 36
Double-Check Your Plan 36
CHAPTER FOUR:
FIND A LOCATION THAT WILL WORK FOR YOU 38
Find a Space That Will Work for You 38
Choose a Good Location 38
Find a Real Estate Agent 41
Choose the Best Space 41
Figure Out How Much It Will Cost You 43
Negotiate a Lease You Can Live With 45
Basic Negotiation Principles 46
Plateau-Level Bargaining 49
What Is a “Fair” Contract? 49
Hazards to Avoid in the Contract 50
Lay Out Your School 51
Plan Your Space 51
Comply with the ADA 54
Comply with Your Lease 54
Convey Your Image 55
CHAPTER FIVE:
TAKE CARE OF RED TAPE 56
Investigate Government Requirements 56
City and County Requirements 57
State Requirements 57
Federal Requirements 57
Ferret Out Information 58
Register Your School’s Name 59
Place Your Order with the Printer 59
Select Insurance 59
Property Insurance 60
Personal Property Insurance 60
Business Interruption Insurance 60
Medical Liability Insurance 61
General Liability Insurance 61
Other Insurance 61
Unemployment Insurance 62
Workers’ Compensation Insurance 63
CHAPTER SIX:
GET READY TO TAKE IN STUDENTS 64
Set Up a Fee Schedule 64
Set Up a Contract That Protects Your Interests 68
Contract Contents 68
Release Statements 69
Photo Release Statements 71
Make It Legal 71
Take Credit Cards 71
Select Training Equipment 73
Hire Employees 73
Wages and Taxes 73
Who Do You Hire? 74
General Guidelines 74
Prepare for Emergencies 75
CHAPTER SEVEN:
ASSEMBLE YOUR ADVERTISING TOOLS 78
Marketing Identity 79
Your Slogan 79
Your Logo 80
Your Sign 81
Business Cards 82
Brochures 82
Flyers 84
Event Flyers 84
Feature Flyers 87
Flyer Layout 87
CHAPTER EIGHT:
CREATE A SUCCESSFUL MASS MARKETING PROGRAM 90
Mass Marketing 101 90
The Pros and Cons 91
The Key to Mass Marketing Success 91
Mass Marketing Options 92
Yellow Pages Listing 92
Newspaper Advertisements 94
Press Releases 96
Coupon Packages 97
Direct Mail 98
A Web Page 99
TV or Not TV? 101
CHAPTER NINE:
CREATE A SUCCESSFUL DIRECT MARKETING PROGRAM 103
Marketing to Your Neighbors 103
Service and Leads Clubs 105
Student Referrals 106
Marketing on the Premises 108
P.O.P. Materials 108
Walk-Away Packet 110
Your Annual Advertising Plan 110
The Choices 110
The Timing 111
When Is Advertising Worth It? 112
SECTION TWO: OPERATING
A SUCCESSFUL MARTIAL ARTS SCHOOL 115
CHAPTER TEN:
SIGN UP NEW STUDENTS 116
Build Your Business One Person at a Time 116
Make Personal Contact over the Phone 117
Prepare to Handle a Call 117
Avoid Call Enders 118
Listen Actively 120
Build Curiosity through Benefits 121
Get Follow-Up Information 123
Win Over Your Walk-In Customers 126
Create a Strong First Impression 126
Welcome the Person 128
Show the Person Around 130
Match Needs to Benefits 131
Master the Art of Closing 132
Closing #1: Straightforward 133
Closing #2: Checklist 133
Closing #3: Assumptive 133
Closing #4: Answering Objections 133
Closing #5: The Special Offer 134
Get down to the Nitty Gritty 135
Follow Up, Follow Up, Follow Up 138
Work with Your Employee 139
CHAPTER ELEVEN:
KEEP TRACK OF YOUR STUDENTS 142
Set Up Student Files 142
Track Student Attendance 143
A Manual Tracking System 144
A Computerized Tracking System 144
Take In Student Payments 147
Set Up Payment Policies 147
Collect Payments Efficiently 148
Track Student Payments 150
CHAPTER TWELVE:
KEEP TRACK OF YOUR MONEY 155
Balance Your Daily Receipts 156
Petty Cash 156
Daily Balance Sheet 157
Collect Your Debts 158
Track Accounts Payable 158
Receipts Files 159
Checking Account Register 160
Manage Your Finances 161
Financial Journal 161
Profit and Loss Statement 165
Balance Sheet 167
Learn to Keep Your Own Books 169
CHAPTER THIRTEEN:
KEEP THEM COMING BACK FOR MORE 171
Keep Your Regular Students 171
Keep Them Interested 173
Motivation 173
Children 174
Parents 175
Innovation 175
Consistency 176
Keep Them Playing 177
Keep Them Working 177
Keep Them Loyal 178
Listen Well 178
Praise Well 179
Correct Well 179
Communicate Well 181
Keep Them Successful 183
Build Self-Esteem 183
Transcend Failure 184
Set Goals 184
Motivational Awards and Programs 185
Keep Them a Part of the Group 187
Nip Discipline Problems in the Bud 187
Stay above Student Society 189
Make Contact 189
Make the Tough Choices 190
Build Community 190
Keep Them Safe 194
Keep Them Charged Up 195
Keep Yourself Charged Up 197
Keep Them Paying 197
Keep Your New Students 199
Win Them Back 201
Welcome Them Back 202
CHAPTER FOURTEEN:
RETAILING: CREATE A SUCCESSFUL PRO SHOP 203
Do You Want to Have a Retail Area? 203
The Challenges 204
The Opportunities 205
Organize Your Shop as a Profit Center 206
Who Are Your Customers? 207
Take Care of the Red Tape 209
How Much Working Capital Do You Need for Inventory? 211
Planning and Record Keeping 214
Getting the Right Products from the Right Place 214
The Basics of Pricing, Costs, and Profits 217
Tracking Inventory 226
Creating an Effective Display 232
Getting Fixtures 233
Laying Out a Shop 234
Day-to-Day Management 234
Ordering 235
Receiving 235
Advertising 235
Sales and Customer Service 238
Markdowns 241
Reordering 241
Starting Small and Building 242
CHAPTER FIFTEEN:
T ROUBLESHOOT PROBLEMS 244
Step One: Check Your Goals 244
Step Two: Compile and Review Relevant Statistics 245
What Growth Rate Do You Need? 245
Calculate Your Enrollment Goal 246
Minimum Required Statistics 246
Step Three: Pinpoint and Solve Problems 247
Drop-Out and Attendance Problems 248
Drop-In Problems 253
Closing Problems 254
Payment Problems 255
Per-Student Income Problems 257
GLOSSARY OF BUSINESS TERMS 263
INDEX 285
Starting and Running Your Own Martial Arts School

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