"If you do something and you succeed, you should do something even better. Don't stop, calculate what will happen next. - Seth Godin (Speaker, Entrepreneur, Writer, USA)
Today, estet-portal.com is all about business and how to understand exactly that your business is bearing fruit, said general practitioner, manager-economist, LNE Ukraine columnist Olga Suganyak.
In order to understand the difference between a business and "self-employment" and learn how to make a business profitable read this article.
Dizzy with success: business or "self-employment"
I don't know of any more harmful saying than: "The best – enemy of the good. Especially the interpretation that exists in our business.
Standard situation: according to the fashion trend, the owner of the salon (he is often the key doctor) invites a coach or analyst to evaluate the effectiveness of his business.
And having received a number of very simple recommendations based on the fact that the business of this entity is not a business, but "self-employment"; (i.e. it makes a profit only when the key figure is working: vacation, sick leave, any shutdown - the business stops bringing money, but continues to “eat”, because the salon employees need to continue to pay the minimum rate).
"Self-employment" - makes a profit only when the key figure works. Vacation, sick leave, any shutdown - business ceases to bring money, and "eat" continues, because the minimum rate for the employees of the salon needs to continue to be paid.
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And having received a diagnosis and a prescription (a strategy for scaling the business and correcting weaknesses), the client begins to publicly and tacitly resist the procedures with the interpretation: why change something here, because everything works?
Success often acts as blinders in the eyes of the owner of the business, relaxes and makes you believe that it will always be like this. Situation changes, seemingly unexpectedly and of course extremely unpleasant, the reason is not important: whether the key doctor is leaving, whether a competitor with a lower price opens nearby, options for “joys” that life can throw at us – do not count.
Why are we not ready for it? Because they acted on the principle of «the best– the enemy of the good.
Steel and glass of the aesthetic medicine and cosmetology business (Part 1)
What to do if everything is going well in your business
Put aside the black caviar and a glass of champagne, we return from the snow-white yacht to the sinful earth. No yachts? So maybe not everything is good? Joke of course. But think about Is everything calm in the Kingdom of Denmark precisely in the "fat times".
And the first paragraph let's find out what if: for a period of more than two weeks, the leader or any figure that brings more than 40% of the company's profit will disappear.
By the way, if your state has such a figure, then this is already a sign of instability, since such a company can be turned off with a snap of your fingers – simply by poaching the main donor of profits.
If there is such a figure, then the main task and point of investment is to create parallel paths of profit in the business.
Do you have a strong injection? Pay attention to hardware cosmetology, close in needs to the target audience, which is 70% of your clients.
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For example, if we are talking about a high proportion of injection procedures, then it is logical to introduce SMAS lifting, LED – therapy etc. To develop in parallel other specialists in terms of injection, while not creating a conflict between the "star" and beginners, and using various techniques (for example, mentoring) – make the existing "star" leader, show him how many difficult patients from whom "no money, no fame" can be transferred to a newcomer, freeing up his time and energy for more grateful patients, etc. There are many options for a peaceful solution, and this is perhaps the topic of a separate article.
The same goes for Decision Maker. The system of deputies, as well as the system of understudies in complex systems, was not invented in vain. There must always be some kind of "Plan B" in case the key person is missing.
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Remember the beautiful film The Devil Wears Prada, when secretary Emily explains to the new girl why you need to immediately receive calls and pass information: sky without communication, losses amounted to more than a million euros. The editor-in-chief of the magazine in this film deliberately closed all the processes on herself.
But in your business, in order not to become its slave – it remains only to delegate (retaining the controlling function at the first time and simply checking the function when the trial period is over).
Think now about which of your staff can perform one or another of your functions for a sufficiently long period of time. If there is no such person, it is time to introduce him.
Moreover, it is the release of your routine that will allow you to think about more important tasks, namely the possibility of scaling your business.
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We all understand perfectly well that there is a certain limit to the growth of our income. How much can a good cosmetologist in Ukraine earn: 3-10-20 thousand euros per month? With regard to 20,000, I already doubt if there is such an income, then the doctor has a parallel source of income: for example, he is an international speaker and regularly receives high fees. & nbsp; Earn "hands" an amount above 15,000 euros per month of net profit, this is perhaps 26 working days for 10 hours, and at the same time 75% of the procedures – contouring and botulinum toxin.
Only processes can be scaled, cloning is not yet available to us. Therefore, if we want to receive not X, but 4X, 10X, etc. we only need to look for a way to replicate the successful experience of the current business onto a new matrix. And for this you need to clearly understand the list of your key success factors and growth drivers. Just open a salon with the same name elsewhere – it's not about business, it's about self-employment.
So it turns out that the success of – this is no reason to relax. This is a reason to sit down for analytics and dissection of your business: why is it successful, how can this success be maintained, developed and repeated?
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We remind you that Olga Suganyak is a speaker at the conference on medical business - BusinessShot !
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