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The slideshow presented by Rod Solar of LiveseySolar Practice Builders for the 2008 British Society of Refractive Surgery Annual Meeting at the SAID Business School at Oxford University on July 5th, 2008
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Setting up a laser refractive surgery
service10 critical go or no-go questions to answer
(before you start)
1
Who are we?
• LiveseySolar Practice Builders
• Launched or grew 7 clinics in the past 6 years
• 10 years in laser eye surgery
2
Laser clinics we have helped start
or growLondon Vision ClinicFocus Laser Clinics
St. James’s Laser VisionCustom Vision ClinicsSheffield Vision Centre
Grange Eye ConsultantsOptimax Laser Clinics
3
10 Questions
“If I had an hour to solve a problem and my life depended on the answer, I would spend the first 55 minutes figuring out the proper questions to ask. For if I knew the proper questions, I could solve the problem in less than 5 minutes."
4
Who is your market?15
Who is your market?
Your market is composed of only those who can feasibly be made aware of your offering and have a problem that you can solve.
16
Who is your competition?
Anyone who is competing for your customers
27
15 Points of SaleIndependents in the UK
8
9 Points of SaleIndependents in London
9
20 Points of SaleOptimax
10
23 Points of SaleUltralase
11
70 Points of SaleOptical Express
12
Where is your niche?3
13
Medical? Technology?Low price?
PremiumPrice? High Volume?
Tight focus?
Breadth ofService? Corporate?
Geographic? Demographic? Pscyhographic?
14
Whatever it is...
Focuseverything about your business
around your niche15
Where is your niche?
The greater the differentiation, the more reasons you are giving someone to choose you over your competition, and the less chance of needing to
compete on price16
What resources will you need?417
Minimum facilities set-up
Laser theatreTesting room
Consultation roomsReception room
Back office
18
Minimum technical set-up
Excimer Laser / microKWavefront Aberrometer
Orbscan / PentacamPachymeter & Tonometer
2 Consultation set-upsComputer networkOffice peripherals
19
Minimum staff resources
SurgeonOptometrist
Laser TechnicianPatient AdvisorReceptionistTelephonist
Manager
20
What will you need to invest?
Roughly!
5
21
£60,000 p.a.
Facilities22
£400,000(over 5 years)
Tech23
£160,000 p.a.(w/o surgeon)
Staff24
£200 to 250 p.p.i.e 240 px =
£48k to £60k p.a.
Marketing25
£390,000 p.a. for first 5 years
RoughTotal
26
What you can expect...
0
200,000
400,000
600,000
800,000
Start Year 1 Year 2 Year 3 Year 4 Year 5
Fixed Expenses Sales
27
What skills will you need?
Entrepreneurial
Managerial Technical
6
28
How will you generate business?
Awareness Interest Desire Action
Understanding the customer buying cycle will enable you to systematise your marketing
Post-purchase evaluation
7
29
How will you convert awareness into action?
Understanding the customer sales process will enable you to exceed your customer’s expectations at every stage
Leads Calls Consults Treatment
Feedback and Referrals
8
30
No. 1 reason for business failure
• Customers not paying enough v.
• Customers buying from competition v.
• Not enough prospects v.
• Not closing enough v.
• Sales cycle time frame v.
• Lack of referrals v.
Inadequate sales =
31
How will you offer irresistible value?
Your job as a business owner is to identify more and more ways to create
more and more value for the customer.
9
32
Your value proposition dictates...
How many customers you’ll getHow much they’ll payHow you’re perceived against your competitionThe activities of your people
33
It’s not what you do, it’s how you do it
34
It’s not what you do, it’s how you do it
35
It’s not what you do, it’s how you do it
36
How will you grow it?10
37
You have two choices:
Buckets of cash
Remarkable customer
service
38
Summary 1. Who is your market?
2. What is your competition?
3. Where is your niche?
4. What resources will you need?
5. What will you need to invest?
6. What skills will you need?
7. How will you generate business?
8. How will you convert awareness into action?
9. How will you offer irresistible value?
10. How will you grow it?
39
If only I had a
checklist!“ ”laura@liveseysolar.com
40
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