HO BP Sample.doc

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Business Plan Assignment

1. Executive summary

1.1 Why I practice homeopathy

I qualified as a licentiatate of homeopath in 2003 from the College of Practical

Homeopathy and have over four years experience in practice and eight if I include all

the experience gained as a very active student at the Victim Support Clinic in

!here I !or"ed for four years prior to qualifying#

I have a passion for homeopathy and am convinced through my experience that can

and does achieve results in the most serious of cases !here sometimes people have

resigned themselves that no improvement or cure !ill ever $e possi$le# %he pro$lem

is getting the secret out to those that don&t "no!'

1.2 The work of a homeopath

%his involves seeing people on a one(to(one $asis in consultation for) on average) one

hour *or longer if a first appointment+) giving them time) unli"e the ,P) to spea"

extensively a$out their pro$lems) to collect the information on their general

health-!ell($eing) their life and life(style) past and present) their individual characterand specific pro$lems#

1.3 Clinics

I operate from three clinics as at .ecem$er 200/# %his $usiness plan !ill concentrate

on the development of !or" in the t!o commercial clinics in the affluent areas around

as follo!s

XXXX Hill Clinic

XXXX Health Practice

1oth the a$ove are multi(disciplinary complementary health clinics o!ned $y

osteopaths and have other C therapists renting consulting rooms on a regular

$asis !ith !hom I net!or" and share client contacts#

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%he third clinic I !or" from is at in the of 4ondon# %his is a hostel for over

520 homeless people and also a centre for training in $asic s"ills and employa$ility

s"ills for the local community of ) 6ast 4ondon) !hich is the most deprived !ard

in the second most deprived 1orough in 4ondon#

1.4 Developing clients

I am focusing on developing my !or" !ith the communities around my home to!n in

and the surrounding area including ) !hich is said locally to $e the

71everley Hills of 6ssex& as it has more farrari drivers than on the tax(haven island of

8ersey#

1.5 evel of activity

In the current financial year I carried out 290 consultations *: month period from pril

to ;ovem$er+ in the local clinics) this translates to < clients per !ee" ma"ing around

=200 per !ee" after ta"ing out the direct expense *room fee to practice+#

Please see TABLE A in appendix: AAL!"#" $% ACT#T! %'$( AP'#L $) T$ $& *)

I also !or" !ith a homeless charity> fees are $ased on an hourly $asis and I charge

=330 for t!o days !or"# ;o other costs involved except for travel# %his !or" gives

me some sta$ility of revenue stream !hile I develop the less certain income from the

local clinics#

1.! "eys to f#t#re s#ccess$

?nderstanding mar"eting) the mar"et *my potential clients+) and strategies to

expand#

Commitment to giving a quality service> ensuring relia$ility and professionalism

on all levels#

Commitment to recording and measuring results) to producing evidence of

success and to $uilding my reputation and practice#

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1.% &ission 'tatement$

%o provide homeopathic consultations and treatment regimens aiming to achieve

positive and lasting improvements in all general health pro$lems and to educate the

pu$lic) gaining trust and promoting the acceptance and expansion of homeopathic

treatment in the community#

@ords AB9

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+. The management

2.1 egal form of (#siness)ta* stat#s$

I have $een trading as a sole(trader on a self(employed $asis since 8une 2003#

egistered as a qualified homeopath !ith the lliance of egistered Homeopaths

since Septem$er 2003 rene!al on an annual $asis# y pu$lic lia$ility insurance is

also rene!a$le on an annual $asis and I am !ith 1alens Insurance Company# I "eep

my o!n accounting records and these are then finished and audited for annual

taxation purposes $y 1 Hoddy and Co) ccountants) Seven Dings) Ilford) 6ssex#

2.2. +chievements to ,ate$

I have over four years experience as a fully qualified) insured and registered licentiate

of homeopathy having graduated from the Practical College of Homeopathy in

Einchley in 8une 2003# dditionally) prior to graduation) studied and received practice

hours under the supervision of FFFFFF at the Victim Support Clinic in for four

years from 5


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2.3 'trengths an, Weaknesses -'WT analysis/

"

Einancially a$le to ta"e ris"s

*$ecause of sta$le element of

having House !or"+

1ac"ground is in anagement of

6mploya$ility ProGects in

disadvantages and !or"less

communities can get p-t !or" in

this area if needed#

,ood administration and

accounting s"ills

1elief and passion for homeopathy

Eamily gro!n(up and more time to

$ecome successful

1Sc course this !ill act as a

catalyst for positive $usiness

success

,

Erom $usiness point of vie!) not

madly am$itious - hungry for

monetary re!ard $ut can see the

point of $eing $usiness li"e#

%oo empathetic) too

compassionate

$

Einancially !ell(off people in

immediate area

B0)000 people in local area

T

ther homeopaths also in local

area#

ther competing C therapies

2.4 C#rrent +ssets of my (#siness$

ost of my current assets are located !ithin my home office in # %hey include

personal computer) lap(top) printer) 7Cara& soft!are *specific soft!are for the

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homeopathic profession to assist !ith analysing and possi$le choices of remedy+)

office des") loc"a$le filing ca$inet for patient notes) homeopathic $oo"s and $oo"

shelves) loc"a$le display ca$inet for homeopathic medicinal supplies) her$al tinctures)

flo!er essences) $ottles and envelopes) stationery cup$oard) c,ur" "II remedy(

ma"ing *radionic+ machine#

2.4 Day to ,ay operation an, ,etails of clinics 0 office$

Homeopathic treatment is offered from t!o clinics in my home area in and

#

Please see TABLE B: TABLE "H$,#- CL##C" A A&A#LAB#L#T!

Please see TABLE C: TABLE "H$,#- %EE "T'/CT/'E *)0*

@ords B


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2. The service

2.1. The therapy 34 H3m3e3pathy

Homeopathy is a holistic therapy involving the use of ultra(dilutions of various

su$stances that !or" on pro$lems on all levels> physical) mental and emotional# %heminute doses are very safe to use even for $a$ies and pregnant !omen# %he

remedies cause a healing catalyst $y stimulating the immune system of the $ody to do

its !or"#

In good health !e should have a feeling of !ell($eing and vitality $ut many operate

$elo! par tolerating minor or niggling ailments e#g# digestive pro$lems) recurring

coughs and colds etc# course of homeopathy can give an individual a great $oost

and increase resistance to these so(called minor ailments#

Homoeopathy can and does !or" on all disease) ho!ever if a patient is seriously ill

and prefers to have orthodox treatment) homoeopathy can often alleviate the

unpleasant side effects of the drugs !ithout rendering them ineffective# Eor instance it

can greatly reduce nausea in cases !here patients have chemotherapy# %herefore if

a person is on pharmaceutical medication it may still $e possi$le for to achieve good

results !ith homoeopathy !or"ing alongside the drugs#

Homeopathic remedies are made $y mixing or dissolving the ra! su$stance !ith

alcohol or a mixture of alcohol and !ater) !hich is then diluted and sha"en

*succussed+# %his process is called potentisation or dynamisation *$ecause the

process releases the dynamic qualities of the su$stance+#

2.+ C3re "ervice elivery

3.2.1 The omeopathic Cons#ltation

%his is a consultation ta"ing place for up to


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s a licensed and egistered Homeopath I !or" according to a strict code of ethics as

laid do!n $y the lliance of egistered Homeopaths and anything said is treated in

the strictest confidence#

Clients are advised on ho! to ta"e the remedies *!hich are usually dispensed in the

form of ta$lets+ and !hat to avoid to achieve the $est from the treatment#

Please see TABLE B: TABLE "H$,#- CL##C" A A&A#LAB#L#T!

Please see TABLE C: TABLE "H$,#- %EE "T'/CT/'E *)0*

3.2.2 The '#pply of In,ivi,#alise, omeopathic &e,icines -eme,ies/

%hese are included in the cost of the consultationJ

(*Exceptions: When remedy needs to be specially ordered, is a liquid remedy or tincture

requiring a special / spray bottle see additional charges)

3.2.3 Telephone '#pport (etween appointments

Short 7phone(in& calls of 50 minutes or less if necessary are !elcomed free of charge

$et!een appointments#

*If longer time required) a charge !ill $e made see TABLE C+

3.2.4 Telephone Cons#ltations telephone consultation service is provided should the client $e una$le to attend at

the clinic for follo!(up appointments# Clients can $oo" for a full one(to(one

consultation over the telephone $y appointment at a tagged time# %he charge is the

same as for the usual face(to(face consultation# emedies are then sent $y recorded

delivery in the post#

3.2.5 Information a,vice an, g#i,ance on nat#ral health

%his includes fact(sheets- educational leaflets on homeopathy) healthy lifestyle)

nutrition) diet) supplements) avoidance of harmful chemicals in the diet) !ater and

products# Sometimes it is necessary to refer to other therapists or to conventional

;HS healthcare professionals for diagnostic chec"s and treatment#

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3.2.5 T#torials an, +wareness 'essions

%al"s on Eirst(aid and cute emedy prescri$ing# *See ar"eting Section+#

3.3 *amples of Con,itions treate,

ll general conditions that you might discuss !ith your ;HS doctor can $e treated !ith

homeopathy#

Please see TABLE : TABLE "H$,#- EXA(PLE" $% C$#T#$" T'EATE

AB9 !ords

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5. (ar6eting

4.1 . &arketing o(ective

y o$Gective over the next 3 years is to maintain my level of commitment to the

profession and to implement ne! !ays to disseminate information to get the message

across a$out homoepathy# In the process of constructing this plan I have $ecome

$etter informed of $usiness mar"eting and understand that information on the 7$uyers&

for !hat you are 7selling& is vital#

4.2 &y main e*pertise a homeopath 6 what am I selling7

%hrough more than : years !or"ing !ith victims of crimes and severely traumatised

indiviuals $oth at Victim Support) and at House hostel) I have

considera$le experience of treating people !ith

6ffects of $use and Post %raumatic Stress

4o! Self(esteem- lac" of confidence and depression

4.3 +reas of interest an, potential specialism

I also have experience in treating most general conditions have a special interest)

through successful management of cases connected !ith pro$lems in pregnancy)

la$our) menopause and !omen !ith $reast cancer#

4.4 &arketing -c#rrent provision/

I have used a variety of standard mar"eting methods to get my $usiness "no!n to the

community# Please see ta$le in appendix#

See TABLE - : C/''ET (A'7ET#- # *)0*

4.5 &arket segmentation

%his is the name given to the process !here$y customers are organised into clusters

or groups of similar types# *Colin 1arro! et al# 2005+ Erom this $oo" and from internet

research see $elo!JJ I !as a$le to $uild up a spreadsheet ta$le of information on the

population of the areas of and #

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See TABLE E : (A'7ET 'E"EA'CH $ E($-'APH#C #%$'(AT#$ $ TA'-ET A'EA

JJInformation pic"ed from

;ational Statistics !e$site accessed 2-52-0/

%o!n ,uides !e$site accessed 30-55-0/

%his information is useful to feed in to the strategic planning exercise for future

mar"eting campaigns and product - service specialism#

4.5.1 Women as a target 8(#yer9

%he figures sho! that there are over B5)000 people in my catchment area) 3AK are in

the 20 BB age group) !hich means there are over 5B)000 people in this group of

!hich half are !omen# %herefore I have) in my immediate 2 mile radius of my clinics)

)8*** 93men 34 child;earing age!ho may !ish to access homeopathy for all "inds

of 7!omen&s pro$lems I !ould $e happy if I could attract Gust 5K of this group */0

!omen+# I currently have < 93menconsulting me in this age group#

I can also see that I have a potential client $ase of 7$uyers& for my menopausal or

post(menopausal clinic of =8** 93menin the immediate area# In the recent trading

year I have seen 1> 4r3m this gr3up.

4.5.2 +ttracting the affl#ent : fee str#ct#re

%he area is deemed to $e made up of affluent) professional people !ith a high

proportion of managerial and professional people# I intend to explore raising the fees

to $etter reflect expectations of the service especially once I have completed my 1Sc#

4.5.3 +ttracting the 1!:3; age gro#ps -chil,ren of wealthy parents in the area/

y o$servations a$out the area are that trade is good for $eauty products) tanning

shops) nail manicures) false nails) cosmetic surgery service) $otox) fashion $outiques)

!ine and coffee $ars# Colonic irrigation is the most popular therapy at the Hill

Clinic possi$ly $ecause of the 7slimming& effect#

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P3tential service m3di4icati3n dvice on diet) natural slimming) drug detox)

addiction# ore therapeutics prescriptions#

4.! Comparisons with ocal Competitors

y practice in is the only one listed in the Lello! Pages and on Lell#com as

$eing in and I am the only qualified homeopath#

Please see TABLE %: TABLE "H$,#- $THE' H$(E$PATH" ,$'7#- # -EE'AL A'EA

@ords AB3

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>. $perati3nal details

5.1 ocation of operation

I intend to continue to develop $y $usiness over the next 3 years in my local area of

I have esta$lished a reputation !hich is steadily gro!ing and have a num$er of

families and referrals coming to me regularly#

5.1.1


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training clinic as !e have a plethora of clients and potential experience to $e gained

from delivering homeopathy at this site#

5.2 Telephone contact

I give a !or" mo$ile num$er for people to reach me on in emergencies# any of my

clients no! text me !ith minor questions) !hich I do not mind ans!ering in this !ay)

giving them options on times and days I !ill next $e !or"ing at the clinics#

I as" the client to phone me at an agreed time if a full telephone consultation is

required and this !ill $e ta"en !ithin my home(office using the 1% line#

5.2 +,ministration

%he administration - office !or" for my $usiness is carried out from office in home

address# ll the clinics have a receptionist facility for receiving phone calls and ma"ing

appointments# %he $oo"("eeping *receipts and payments accounts+ is done on a

monthly $asis and computer records "ept and $ac"ed up on a memory stic"# t the

end of the financial year) these are emailed to 1# Hoddy M Co# %his accountancy firm

has $een preparing my accounts for taxation computation for the past B years#

5.3 eme,ies

I use Helios for my stoc" of liquid potentised remedies and the Homeopathic Supply

Company for pills) envelopes and containers# I have $uilt up a reasona$le stoc" of

most remedies as I actually prefer pharmacy(made remedies although I have also

found that my remedy(ma"ing machine !or"s very !ell# I ta"e my machine to the

clinics !ith me and !ill often 7ma"e& the first prescription on the spot and send other

pharmacy remedies through the post#

@ords AB0

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=. The 4uture 34 my ;usiness

!.1 +nalysing the 8(#yers9 in the area

I have researched the demographics of the area and no! have a platform on !hich to

$ase my mar"eting strategy as I no! "no! ho! many potential clients are out there

and this is a good place to start#

Please see TABLE E: (A'7ET 'E"EA'CH #%$'(AT#$ $ E($-'APH#C" $%

L$/-HT$ A'EA

!.2 >etting the message o#t to the 8(#yers9

!.2.1 ?oin the WI@A

I have $een invited to spea" in 8anuary at the next district @omen In 1usiness

;et!or"ing group# I !ill attend and net!or" !ith fello! $usiness people !ho operate

in the same mar"et place for ne! ideas on mar"eting and net!or"ing#

!.2.2 elationship:(#il, with e*isting an, past clients

y $usiness is a personal service# %he unique selling point of homeopaths is that

time is allo!ed for a person to explain the history and extent of all their pro$lems and

factors that affect them in their lives#

!.2.3 Develop a we(site as information on:line tool

y research amongst fello! homeopaths !ith !e$sites that they are disappointed

!ith the lac" of response to their !e$site in terms of ne! clients# ;evertheless) I

!ould li"e one as an on(line $rochure-practice leaflet and !ill aim to get this done in

200:) "eeping it simple and easily updated#

!.2.4 ink #p with ) investigate like:min,e, (#sinesses

Eor instance) @e have an organic farm in the @est 6ssex area called shlyns# @e

also have Loga classes run in this area# %he clients of $oth these $usinesses could

hold the values a$out good health !hich !ould lead them to use homeopathy#

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!.2.5 Bees

I !ill increase my standard fees from pril 200: as from the research I have carried

out) there is more disposa$le income in the catchment area and my service could $e

perceived as $eing too cheap to $e of good quality# nother homeopath !ho !or"s at

the Practice alongside me !ho has $een qualified for : years is charging =/0

for the first appointment and has many more clients than I have#

!.2.! ol, seminars an, +wareness sessions

%al"s on Eirst(aid and cute emedy prescri$ing have already $een carried out

periodically at the Clinic and have $een !ell(attended# Eee for the four hour

course *50am to 2#30pm !ith 30 minute lunch $rea"+ is =2A# It is an excellent

introduction to the use of homeopathic remedies for home(use in acute situations#

Planned for late 200: !ill $e a course designed to help expectant parents understand

the use of homeopathic remedies in pregnancy and la$our#

!.3 '#mmary +ction =lan

+ctivity Target ,ate

Join local Women n !usiness "et#or$ January %&&'

egular contact #ith ex and current clients throughne#sletters and sureys

ept %&&'

+eelop #ebsite ept %&&' nestigate and lin$ #ith other traders o similar ethos -pril %&&'

ncrease ees -pril %&&'

.old a#areness tutorials / home prescribing course ept %&&'

@ords BA = )** )* 55* =* =5* 5>* 1*5* >+* >1* )

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