Читать книгу Building a Wellness Business That Lasts - Rick Stollmeyer - Страница 2
ОглавлениеTable of Contents
1 Cover
2 INTRODUCTION This Book Is for the Wellness Community The COVID-19 Thunderbolt My Journey to the Wellness Industry
3 PART I: Understand the Wellness Industry 1 Making a Living in Wellness The Hero's Journey 2 The Seven Dimensions of Wellness and Maslow's Hierarchy of Needs The Seven Dimensions of Wellness Maslow's Hierarchy of Needs: The Force Driving Wellness Industry Growth 3 The Generational Lens The First Wave of Wellness (1980–1996): Boomer-Driven and PC-Enabled The Second Wave of Wellness (1997–2010): Gen-X-Driven and Internet-Enabled The Third Wave of Wellness (2011–2020): Millennials, Smartphones, and Cloud Technology 4 The Future of Wellness in a Post-COVID World
4 PART II: Prepare Yourself for a Hero's Journey 5 First Things First: Identify What You Love, Get Certified, and Work in the Industry Identify What You Love Get Certified and Start Working When Your Enthusiasm Peters Out, Try Something Else 6 Five Essential Traits of Successful Wellness Entrepreneurs Essential Trait #1: Authentic Enthusiasm Essential Trait #2: Grit Essential Trait #3: Agile Thinking Essential Trait #4: Effective Decision Making Essential Trait #5: Adaptability Traits You Don't Need to Be Successful 7 Five Financial Metrics Every Entrepreneur Must Know Revenue Cost of Revenue Gross Profit (or Gross Margin) Operating Expenses Net Profit Examples of Gross Profit, Gross Margin, and Net Profit in Wellness Businesses INCOME STATEMENT, JANUARY 2020 8 Embracing the Holy Grail: Sustained Profitability and Value Creation Sustained Profitability Is Hard Sustained Profitability in Wellness
5 PART III: Conceive Your Business 9 Select Your Mentor, Lawyer, and Accountant The Importance of a Mentor The Importance of Lawyers, Accountants, and Bookkeepers Hiring a Business Coach or Consultant 10 Define Your Target Market Defining a Target Market Is Not an Excuse to Discriminate Defining the Right Target Market Sizing Your Target Market 11 Evaluate Retail versus Home-Based and Virtual Business Options Understanding the Options My Wife's Journey through the Rapids 12 Lay Your Foundation with Your Competitive Advantage Understanding Cost Advantage Value Creation and Discounting Differentiated Experiences Enjoyment Is about Brain Chemistry The Four “Feel Good” Brain Chemicals Helping People Become Addicted to Wellness Using the Five Senses to Design “Feel Good” Experiences Thinking Through Your Differentiated Experiences
6 PART IV: Plan Your Business 13 Create a Vibrant Company Culture with Purpose and Core Values Defining Your Purpose Preparing to Write Your Purpose Statement Crafting Your Purpose Statement Defining Your Actionable Core Values Four Qualities of Actionable Core Values Crafting Your Core Values A Vibrant Culture Is Never Static 14 Design Your Role Defining Your Motivations and Time Horizon Long-Term Achievement-Oriented Entrepreneurs Short-Term Achievement-Oriented Entrepreneurs Freedom-Oriented Entrepreneurs The Four Common Entrepreneurial Types Chapter 15: Select Your Integrated Software and Payments Platform Key Software Platform Requirements Key Integrated Payments Platform Requirements The Importance of Future-Proofing Software Buying Mistakes When to Implement Your Software and Payments Platform 16 Assemble Your Business Plan Why You Need a Business Plan Slide Deck The Perfect 10-Slide Deck Tips on Creating and Delivering a Great Business Plan Presentation
7 PART V: Launch Your Business Chapter 17: Launch Your Website and Establish Your Online Presence Understanding Marketing Focus on Your Target Market Define Your Customer Personas Set Up Your Website Activate Your Free Online Business Listings The Mindbody App Chapter 18: Secure Your Financing Friends and Family Financing Commercial Bank Financing Private Equity Investors Chapter 19: Grow Your Clientele with Paid Marketing That Works Search Engine Marketing (SEM) Advertising on Facebook Promoting Your Business with Influencers Email Marketing Non-Traditional Marketing Nine Tips for Better Marketing Steps to Create a Simple Marketing Plan Chapter 20: Fuel Your Business with Effective Leadership Knowing Yourself Getting Yourself Out of the Way Practice Servant Leadership Love People
8 PART VI: Keep Your Cup Full Chapter 21: Staying Well as a Wellness Entrepreneur The Wellness Entrepreneur's Paradox What Does It Mean to Keep Your Cup Full? Staying in Love with Your Business Identifying and Focusing on Your Unique Ability
9 Appendix - Resources for Wellness Professionals and Entrepreneurs Must-Read Books for Wellness Leaders and Entrepreneurs Inspirational Short Videos Licensing and Certification Programs Glossary of Marketing Terms
12 Index
List of Illustrations
1 Chapter 2Figure 2.1 The Seven Dimensions of WellnessFigure 2.2 Maslow's Hierarchy of Needs
2 Chapter 3Figure 3.1 Examples of Successful Wellness Brands, 2001–2010
3 Chapter 14Figure 14.1 Motivation and Time Horizon MatrixFigure 14.2 Four Entrepreneurial Types
4 Chapter 16Figure 16.1 Example Competitor Matrix
5 Chapter 21Figure 21.1 Unique Ability Matrix.
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