Building a Wellness Business That Lasts, How to Make a Great Living Doing What You Love by Stollmeyer, Rick -- Read -- Imperial Library of Trantor

Index

Cover Table of Contents INTRODUCTION

This Book Is for the Wellness Community The COVID-19 Thunderbolt My Journey to the Wellness Industry

PART I: Understand the Wellness Industry

1 Making a Living in Wellness

The Hero's Journey

2 The Seven Dimensions of Wellness and Maslow's Hierarchy of Needs

The Seven Dimensions of Wellness Maslow's Hierarchy of Needs: The Force Driving Wellness Industry Growth

3 The Generational Lens

The First Wave of Wellness (1980–1996): Boomer-Driven and PC-Enabled The Second Wave of Wellness (1997–2010): Gen-X-Driven and Internet-Enabled The Third Wave of Wellness (2011–2020): Millennials, Smartphones, and Cloud Technology

4 The Future of Wellness in a Post-COVID World

PART II: Prepare Yourself for a Hero's Journey

5 First Things First: Identify What You Love, Get Certified, and Work in the Industry

Identify What You Love Get Certified and Start Working When Your Enthusiasm Peters Out, Try Something Else

6 Five Essential Traits of Successful Wellness Entrepreneurs

Essential Trait #1: Authentic Enthusiasm Essential Trait #2: Grit Essential Trait #3: Agile Thinking Essential Trait #4: Effective Decision Making Essential Trait #5: Adaptability Traits You Don't Need to Be Successful

7 Five Financial Metrics Every Entrepreneur Must Know

Revenue Cost of Revenue Gross Profit (or Gross Margin) Operating Expenses Net Profit Examples of Gross Profit, Gross Margin, and Net Profit in Wellness Businesses INCOME STATEMENT, JANUARY 2020

8 Embracing the Holy Grail: Sustained Profitability and Value Creation

Sustained Profitability Is Hard Sustained Profitability in Wellness

PART III: Conceive Your Business

9 Select Your Mentor, Lawyer, and Accountant

The Importance of a Mentor The Importance of Lawyers, Accountants, and Bookkeepers Hiring a Business Coach or Consultant

10 Define Your Target Market

Defining a Target Market Is Not an Excuse to Discriminate Defining the Right Target Market Sizing Your Target Market

11 Evaluate Retail versus Home-Based and Virtual Business Options

Understanding the Options My Wife's Journey through the Rapids

12 Lay Your Foundation with Your Competitive Advantage

Understanding Cost Advantage Value Creation and Discounting Differentiated Experiences Enjoyment Is about Brain Chemistry The Four “Feel Good” Brain Chemicals Helping People Become Addicted to Wellness Using the Five Senses to Design “Feel Good” Experiences Thinking Through Your Differentiated Experiences

PART IV: Plan Your Business

13 Create a Vibrant Company Culture with Purpose and Core Values

Defining Your Purpose Preparing to Write Your Purpose Statement Crafting Your Purpose Statement Defining Your Actionable Core Values Four Qualities of Actionable Core Values Crafting Your Core Values A Vibrant Culture Is Never Static

14 Design Your Role

Defining Your Motivations and Time Horizon Long-Term Achievement-Oriented Entrepreneurs Short-Term Achievement-Oriented Entrepreneurs Freedom-Oriented Entrepreneurs The Four Common Entrepreneurial Types

Chapter 15: Select Your Integrated Software and Payments Platform

Key Software Platform Requirements Key Integrated Payments Platform Requirements The Importance of Future-Proofing Software Buying Mistakes When to Implement Your Software and Payments Platform

16 Assemble Your Business Plan

Why You Need a Business Plan Slide Deck The Perfect 10-Slide Deck Tips on Creating and Delivering a Great Business Plan Presentation

PART V: Launch Your Business

Chapter 17: Launch Your Website and Establish Your Online Presence

Understanding Marketing Focus on Your Target Market Define Your Customer Personas Set Up Your Website Activate Your Free Online Business Listings The Mindbody App

Chapter 18: Secure Your Financing

Friends and Family Financing Commercial Bank Financing Private Equity Investors

Chapter 19: Grow Your Clientele with Paid Marketing That Works

Search Engine Marketing (SEM) Advertising on Facebook Promoting Your Business with Influencers Email Marketing Non-Traditional Marketing Nine Tips for Better Marketing Steps to Create a Simple Marketing Plan

Chapter 20: Fuel Your Business with Effective Leadership

Knowing Yourself Getting Yourself Out of the Way Practice Servant Leadership Love People

PART VI: Keep Your Cup Full

Chapter 21: Staying Well as a Wellness Entrepreneur

The Wellness Entrepreneur's Paradox What Does It Mean to Keep Your Cup Full? Staying in Love with Your Business Identifying and Focusing on Your Unique Ability

Appendix - Resources for Wellness Professionals and Entrepreneurs

Must-Read Books for Wellness Leaders and Entrepreneurs Inspirational Short Videos Licensing and Certification Programs Glossary of Marketing Terms

Acknowledgments About the Author Index End User License Agreement

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