7/23/2019 HO BP Sample.doc
1/22
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#
1
7/23/2019 HO BP Sample.doc
2/22
%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 $uilding my reputation and practice#
2
7/23/2019 HO BP Sample.doc
3/22
1.% &ission 'tatement$
%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
3
7/23/2019 HO BP Sample.doc
4/22
+. 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
7/23/2019 HO BP Sample.doc
5/22
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
5
7/23/2019 HO BP Sample.doc
6/22
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
7/23/2019 HO BP Sample.doc
7/22
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
7/23/2019 HO BP Sample.doc
8/22
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 $y recorded
delivery in the post#
3.2.5 Information a,vice an, g#i,ance on nat#ral health
%his includes fact(sheets- educational leaflets on homeopathy) healthy lifestyle)
nutrition) diet) supplements) avoidance of harmful chemicals in the diet) !ater and
products# Sometimes it is necessary to refer to other therapists or to conventional
;HS healthcare professionals for diagnostic chec"s and treatment#
8
7/23/2019 HO BP Sample.doc
9/22
3.2.5 T#torials an, +wareness 'essions
%al"s on Eirst(aid and cute emedy prescri$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#$" T'EATE
AB9 !ords
9
7/23/2019 HO BP Sample.doc
10/22
5. (ar6eting
4.1 . &arketing o(ective
y o$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 #
10
7/23/2019 HO BP Sample.doc
11/22
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#
11
7/23/2019 HO BP Sample.doc
12/22
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
12
7/23/2019 HO BP Sample.doc
13/22
>. $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
7/23/2019 HO BP Sample.doc
14/22
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
14
7/23/2019 HO BP Sample.doc
15/22
=. 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#
15
7/23/2019 HO BP Sample.doc
16/22
!.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* )