YOU MIGHT NOT THINK THAT PLANNING FOR THE DAY YOU CAN SELL YOUR BUSINESS IS A PARTICULARLY POSITIVE WAY TO ENTER IT.
HOWEVER, STARTING OUT WITH AN EXIT PLAN IN MIND IS EXACTLY HOW CHRISTINE URE OF PILATES NEW PLYMOUTHWWW.PILATESNEWPLYMOUTH.CO.NZ HAS DEVELOPED HER FUNDAMENTAL BUSINESS STRATEGY.
CHRISTINE’S APPROACH INVOLVES TAKING SMALL STEPS WHILE REGULARLY RE-EVALUATING HER GAME PLAN TO SUIT THE MARKET AND HER CLIENTS’ NEEDS.
FOSTERING HER ETHOS OF PROVIDING A PROFESSIONAL SERVICE WITH AN EYE ON THE BIGGER, CORPORATE PICTURE, CHRISTINE IS CREATING A BUSINESS THAT IS UNARGUABLY MARKETABLE.
Christine asked the vital questions right up front, like, ‘Why would someone want to buy my business? How can I make it streamlined, well systemised and attractive enough for a new owner to take it to the next level … national/ global?’
In today’s www.talkingbetterbusiness.co.nz podcast we talk to Christine about her steady journey so far in evolving a Pilates business with a difference.
Christine’s passionate about working in an industry that enables her to help people rediscover their physical and mental strength. In 2015 she opened for business in her home with nothing more than a sign written car and exterior wall for advertising.
She had clients flocking through her door almost immediately and thinks the sudden success was due to:
- Eye-catching signage
- Busy thoroughfare location
- A gap in the market for a trained Pilates instructor
- Increased awareness of the Pilates technique and its benefits
- The public need for a low impact, customised way of exercising
- Changing health and safety regulations which now encourage corporate onsite wellness therapy.
Expansion? Yes, but then retrenchment again. Then growth leading to consolidation. Christine’s approach to her business model is kind of like what she teaches: flexibility, core strength and setting inspired yet feasible long-term goals.
“Keep building, keep building, keep tweaking, build then tweak again.”
Christine Ure, Pilates New Plymouth www.pilatesnewplymouth.co.nz
The differences in her style of doing business lets Christine compete successfully on a unique playing field. Christine’s zealous about finding solutions for two of her main challenges: having excellent equipment, “Things change, technology changes, science changes … you need to keep up to date”, and qualified staff.
And as “it’s the client’s body on the line here” her training in the top (Stott®) echelon of Pilates practice has helped in gaining a strong foothold in a niche market, as well as instilling client confidence in her methods.
Her focus on filling corporate H & S requirements has her teaching Pilates in that sector – where “posture tends to get a bit crappy”. It’s an untapped market which can only get bigger, because “people go away feeling happy!” (Nice bit of poetry there, Chris.)
Points I found invaluable from my chat with Christine:
- Don’t rely too much on social media to promote your business. Consider indirect marketing techniques that allow good business recognition for less effort
- Keep work schedule parameters in check if you want a life as well as a business
- During slow times use the opportunity to look at, and work on your business
- See opportunity in the web. With the guidance of Efinity Digital https://www.efinity.co.nz/ Christine bought four Pilates domain names which will keep her business google friendly and allow nationwide expansion
- Accept a business mentor, if just as a sounding board for ideas
- Keep talking, networking, sharing
- Always have a plan to go big and bold eventually. After all, as Christine puts it:
“Why work your arse off building your business if at the end of it all you have nothing to sell?”
You can find Christine at www.pilatesnewplymouth.co.nz or on her Facebook page.
And by the way, if you need more help in moving your business from chaos to control visit me, Craig Oliver at: https://www.projecthq.co.nz/
Or read the show notes from our other amazingly informative, inspirational and gritty podcasts at: https://www.talkingbetterbusiness.com/
So many insights, tips and ideas to be had! Just sit back, listen and learn.
Go on, smash through the glass ceiling and move your business from Ordinary to Extraordinary