Oh woe is me rant about my non-existent small business

[scats]

Not a horse related business but a couple of things I have learnt in my 4 years as a pretty successful small business owner in a very saturated market-

1. You need a USP. What makes you different from all the other therapists they could choose?

2. You can be the best in your field that there is, but if people don’t like you as a person, or they don’t feel much of a connection other than general pleasantries, they likely won’t invest in you long term. It’s your personality that will win you long term, regular customers. I’m a very good dog groomer now, but I was distinctly average when I started (as most are I suppose). I realised that if I made people feel welcome and I was friendly and chatty, greeted their dogs like my own and made things relaxed and easy for them, people came back. Not only that, but they also recommended me to others. YOU are what people pay for. Make your customer service the best ever. Don’t undersell yourself with freebies or offers. Make people want YOU to come and treat their horses.

 

[Ceifer]

I think people are generally cutting back on the use of non-essential services. There are people on my yard who were happy to pay for anything and everything 2-3 years ago and I have seen this drastically reduce as keeping horses (and cost of living generally) has increased.

I would agree with this.

Also, it takes a long time to build up any business.
I have a friend who is an equine body worker, it took her 5 years to build up her business and she continues to keep studying and doing various courses.
She worked part time in McDonald’s in the evenings for 4 years until she built up enough clientele to support herself.

She also lives on social media. She does regular posts, videos and photos across all platforms. She asks all of her clients to share her business on their socials too.

These days so many businesses rely on word of mouth and social media platforms and it’s a constant slog, I don’t envy you.

 

[TheChestnutThing]

So what’s your USP? You must have something to offer that these young things don’t?

Other than years of experience with horses and blunt and brutal honesty…

 

[SusieT]

Is it possibly ( sorry) that you are not supplying a good enough service i.e. they dont see enough benefit to keep paying for it ? If it's not working, ask for reviews/feedback as part of your freebie, check in and ask a few weeks later if horse moving better etc?

 

[Ceifer]

Other than years of experience with horses and blunt and brutal honesty…

I don’t think you need a USP. You’re providing a service.

I guess you are being humorous about the blunt and brutal honesty bit. I would probably appreciate it but personality does come into it. I’m not saying you’re like this but I had a chiro come out to me and talk to me like I was a complete idiot. I didn’t have her back.

 

[LadyGascoyne]

Have you got a proper business plan?

I’ve just sat down with one of our freelancers who wants to run her own business and gone through business planning, three year strategy etc. We’ve put together a growth plan, looked at what’s sustainable for her and set out some targets and areas for improvement. She’s identified her USP, and we worked up a go to market strategy, and then defined goals and objectives. We’ve also done a competitor analyses and put together a SWOT analysis.

You may already be doing this but if you want a business, you have to run it as as business. If you want a job, then you can run it as a job.

She can now see where she is against revenue projections, what services and lines of offerings are earning more than others, where she is spending most of her money and where she is making the largest profit. She can make decisions on what jobs to take or how to group services against what makes the most financial sense.

Not every activity will break even or make a profit but she can balance the loss-making things against how much she’s making on the other side. She now knows how many freebees she can afford to give and still make her targets. So if she helps out a regular client as an emergency where she may spend more on fuel than she will earn, she knows how it impacts the business. If you’re not tracking that sort of thing, it can just eat into your performance.

 

[ihatework]

Other than years of experience with horses and blunt and brutal honesty…

You might just have answered your own question

Bedside manner can make or break this sort of service

 

[SEL]

Other than years of experience with horses and blunt and brutal honesty…

I've lost a couple of potential clients after giving them honest feedback. For the sake of the horse it was the right thing to do but not at all appreciated by the humans - & I thought I was pretty diplomatic too.

 

[xDundryx]

I think, speaking bluntly and honestly (me personally I appreciate that tactic but not everyone does) have a look at how you sell yourself, what you bring to the table in terms of essential services to the average horse owner and evaluate how you interact with clients and thewhays your ability to travel cross county, broaden the client base. I'm on a small livery on the Norfolk Suffolk border, 3 of us buddy up when it comes to horse services (if that's the right way to put it!) If 1 of us has a good vet/saddler/veterinary physio/farrier/insert appropriate professional here, then that's potentially 3 regular clients from 1 yard. There will always be a demand for good and trustworthy professionals, even with people cutting down on non essentials, its just ensuring you're one of them.

 

[fankino04]

How well do you know your local vets? That's the first place I would ask for a recommendation if I was looking for someone for my horse. On the human side can you work out of a gym a few days a week so they promote your services, is anyone in your area with a good reputation looking to semi retire / slow down and might be interested in partnering up so you can take on some clients?

 

[scats]

You might just have answered your own question

Bedside manner can make or break this sort of service

Agreed. Brutal honesty, unfortunately, is not going to win you regular custom.

I don’t think you need a USP. You’re providing a service.

But why should people choose her over all the other people who are offering this service? You need to stand out in business.
It could be something simple such as she provides a full written report that she emails after each visit, complete with findings and exercises/guidance. You need something that gives you that extra edge in business.

I’d also recommend a good social media page with regular interesting posting of facts, diagrams, videos, links to studies. Things to engage people with, without blinding them with science or preaching.
Create a social media schedule so you know what you are going to post each day. Share to local groups and ask you friends to share etc

 

[McGrools]

I think this type of service has been around for a while now and there are experienced practitioners that have built up a strong client base over years. It is going to be hard for a newbie to take those customers. I have seen a few newcomers to this type of work struggling to establish themselves because clients already have a relationship with a body worker and no desire to change. I think the market is saturated in my area.

 

[Midlifecrisis]

You need the “ghengis khan” approach to marketing yourself….a good solid hourly rate…discounts if you buy a course up front…no free sessions and be ”fully booked” a few times. Word of mouth recommendations seem to tip the balance of choice. Our YM recommends to new liveries ”her” farrier, dentist, vet, massage, bit, saddle fitter ..can you get a couple of them onside. Don’t give up..it’s usually darkest just before the dawn!

 

[maya2008]

If you are charging more than other people and have currently no reputation, of course you won’t get anywhere. You need to charge LESS than them to get a foot in the door. So if they are charging £35 then you charge £20 to that initial raft of clients that will recommend you, slowly bringing your prices up towards the market rate as you go. £50 is insane, sorry. You’ll never sustain a business at £15 more per session than everyone else, without a reputation or specialised qualifications that make you worth more.

I could, in theory, market my more specialist skills at £50 or £60 an hour - but most people couldn’t afford that, so I work more hours at £25 per hour with a mix of general and specialist clients. I’m overflowing with work even in today’s economic climate. I do a good job and I charge an affordable price (and no I am not a young person with no bills - I’m a mum of two with 10 ponies to feed, a cat, a dog, horsebox, 2 cars and a husband who earns a similar wage to me).

 

[Ceifer]

Agreed. Brutal honesty, unfortunately, is not going to win you regular custom.


But why should people choose her over all the other people who are offering this service? You need to stand out in business.
It could be something simple such as she provides a full written report that she emails after each visit, complete with findings and exercises/guidance. You need something that gives you that extra edge in business.

I’d also recommend a good social media page with regular interesting posting of facts, diagrams, videos, links to studies. Things to engage people with, without blinding them with science or preaching.
Create a social media schedule so you know what you are going to post each day. Share to local groups and ask you friends to share etc

Reputation.

I don’t book any equine services based on a unique selling point.
My farrier is the best in the area based on his experience and results. same for chiro etc.

 

[Rowreach]

Reputation.

I don’t book any equine services based on a unique selling point.
My farrier is the best in the area based on his experience and results. same for chiro etc.

But you can't build a reputation without getting out there and showing what you can do, and you can't do that without selling yourself.

I do think, however, that horse owners are particularly bad at accepting honest feedback from professionals about their horses. I mean, how often do we see it on here where people post videos/ask questions about their animals and get rather defensive when very knowledgeable people suggest a vet work up night be a good idea?

Anyone who works with horse people needs to decide how to approach this, and sadly many of them don't bother, for the sake of an easy life and to not lose business. Which is sad for the horses.

 

[Ambers Echo]

Massage is a bit of an odd one. I’m not clear what qualifications are needed and therefore could not differentiate someone who did a year long diploma from someone who did a weekend course. I’ve always therefore just viewed massage as a nice luxury - eg on holiday - but if there’s an actual problem with my horse or myself I use a physio or a vet physio. Who both also do massage but only after a proper assessment.

So pricing is awkward because how is anyone to know you are worth more than the competition?

Word of mouth is hard too because the benefits are fairly subtle. So telling a good massage from an average one isn’t easy either. I’ve never left a massage thinking ‘wow can’t wait to tell people about this!’

Can you diversify into more specialist massage: masterson method for example. Most massage therapists I know offer massage alongside other services. Eg sports massage alongside PT and coaching.

I also think £50 sounds a lot. The guy my OH uses as Coach and masseuse competed internationally, has been sent to events to massage Team GB triathletes. He charges £30 for a massage.

 

[Ceifer]

But you can't build a reputation without getting out there and showing what you can do, and you can't do that without selling yourself.

I do think, however, that horse owners are particularly bad at accepting honest feedback from professionals about their horses. I mean, how often do we see it on here where people post videos/ask questions about their animals and get rather defensive when very knowledgeable people suggest a vet work up night be a good idea?

Anyone who works with horse people needs to decide how to approach this, and sadly many of them don't bother, for the sake of an easy life and to not lose business. Which is sad for the horses.

I agree about getting out there and selling yourself. Hence my earlier post about social media.
But trying to have a ‘unique selling point’ implies you are going to have something different than other people.

 

[Rowreach]

I agree about getting out there and selling yourself. Hence my earlier post about social media.
But trying to have a ‘unique selling point’ implies you are going to have something different than other people.

Yes

 

[Tiddlypom]

Reputation.

I don’t book any equine services based on a unique selling point.
My farrier is the best in the area based on his experience and results. same for chiro etc.

But those are the USPs for both of those. They are known to be experienced and excellent at their jobs.

It’s always harder for a newbie to start up.

My brilliant chiro vet took a fair while to build up her books - initially she only got the desperate. Now she’s turning clients away. As for using a newbie, just what are your qualifications? As a prospective user of a newbie, I’d be checking those out, and tbh if I hadn’t heard of or didn’t rate that qualification I wouldn’t use them.

I appreciate and seek out frank discussions with my bodyworkers, but if frankness crosses into rudeness, then not so much.

 

[Boughtabay]

There are quite a few equine physios that cover my area (though the area THEY cover is large, so they have to travel for their clientele). PLUS equine/human massage therapists on top and an equipilates lady, that I know of. We’re in quite a horsey area, but not competitive horsey - more that everyone and their mum has a pony for hacking /low level comps somewhere on a yard. Here’s what I’ve noticed the people who are busy do:

Social media: highlight at the top of your page - qualifications and insurance & years of experience. consistent posting, telling a story, highlighting progress (even if it’s your own horse). Posting images of your certificates and qualifications with a concise explanation. Question posts “is your horse showing…I can help by…!” . Showing your clean tidy workspace for human clients. In between all this, posting what availability there is - pick a day every week to post what you’ve got. I see a lot of “limited availability x dates get in touch to book for *following week*” implying demand. Share posts to relevant groups but not too often you look like you have an empty diary.

Networking: offer clinics (not free!) to riding clubs, pony clubs, yards etc. & camps then offer packages to those attending. Riding clubs are often looking to do “different things” to break up their organising of lessons etc. and are full of creaky people willing to part with cash to feel less creaky at least I am …

Visibility: Work in visible areas on the yards you visit wearing your own merch so people notice/come and have a nose. Be at horsey events in your own merch talk to anyone there who’s had a treatment etc. if your horses are going well in a sphere attend things with them in your merch so people want to buy a bit of the shine.

During appointment: Build up rapport (you probs do!) but you’re saying you’re blunt, in reality for repeat custom you’re probably going to have to smile and chat away about dobbin for x amount of time before and after the actual treatment, how amazing he/she is, all of his super special unique quirks and you need to smile and be engaged and not say “it really isn’t cute he kicks you when he wants food” because they’re paying you for the whole experience and want to feel good about paying for precious to have a massage.

Other bits: Vouchers available? Discounts on bulk bookings? How often do they NEED to see you? Too often is off putting? Not often at all and they forget?

post visit: A paper report on what you’ve seen/corrected/what to practice/do by next visit? I love a report from my equine physio & dentist. Looks v professional and is very interesting.

Obviously you could be doing all these things and more already. But of the people doing similar work in my area this seems to be the formula. as I say they have to travel a fair distance to keep up (this also works for marketing though - I’m in x area on x dates, book in to avoid disappointment). There’s also the issue of demand, do many people want to use massage in your area? Here for example physios AND massage seem quite busy BUT we have 2 local bit fitters that I know of and they don’t get much business from what I hear - people just don’t want that service round here on the whole. I know of a few who’ve used them more as a novelty/check than a regular service.

Sorry if I’m just repeating your system back to you … good luck! It does take time to build up but once you have word of mouth on your side you’re away. The physio I use doesn’t even have a Facebook page - I got her number off a friend like a dealer

ETA when we had a family business we did briefly pay to be at the top of google searches in the area … that worked well! Not sure how costly that is now.

 

[SEL]

Massage is a bit of an odd one. I’m not clear what qualifications are needed and therefore could not differentiate someone who did a year long diploma from someone who did a weekend course. I’ve always therefore just viewed massage as a nice luxury - eg on holiday - but if there’s an actual problem with my horse or myself I use a physio or a vet physio. Who both also do massage but only after a proper assessment.

So pricing is awkward because how is anyone to know you are worth more than the competition?

Word of mouth is hard too because the benefits are fairly subtle. So telling a good massage from an average one isn’t easy either. I’ve never left a massage thinking ‘wow can’t wait to tell people about this!’

Can you diversify into more specialist massage: masterson method for example. Most massage therapists I know offer massage alongside other services. Eg sports massage alongside PT and coaching.

I also think £50 sounds a lot. The guy my OH uses as Coach and masseuse competed internationally, has been sent to events to massage Team GB triathletes. He charges £30 for a massage.

Wow £30 is cheap!!

Diversifying into something that can work alongside massage is useful although the training for Masterson isn't as robust as I expected when I looked into it.

OP given you're qualified in humans, dogs and horses have you tried dog agility clubs and their humans? Usually indoors which helps if you want to do humans too. One of the therapists who trained with me is primarily focused on dogs now and has set up alongside dog grooming parlours so they refer to her.

 

[Pinkvboots]

I have used a similar therapist I'm in Hertfordshire she also runs courses for bio mehcanics and does alot of clinics as well, might be worth looking at her website to get an idea of how to promote yourself, she has a massive following on sm and often teams up with other professionals to do days offering a range of things.

Her name is Leah Clarke if you wanted to look her up she is well known round here.

 

[Ambers Echo]

Wow £30 is cheap!!

Northwest!!

 

[scats]

Reputation.

I don’t book any equine services based on a unique selling point.
My farrier is the best in the area based on his experience and results. same for chiro etc.

But when you’re new, people don’t know about your experience and results. You need something that makes people want to try you first, then you wow them with your expertise.

 

[Ceifer]

But when you’re new, people don’t know about your experience and results. You need something that makes people want to try you first, then you wow them with your expertise.

What would that be then?

 

[scats]

What would that be then?

Well that’s the thing. The OP needs to look at who is offering the same or similar services in her area, scour their social media pages and work out how she can set herself apart from them.

 

[Ambers Echo]

What would that be then?

Well this is the tri club my OH and I set up and ran for years. Gary is the guy who charges £30 a massage for members - I think it is £35 for others. But look at the range of servies all those people offer. Ad they generally have 'day jobs' too.

High Peak Triathlon Club

www.highpeaktri.org

Then here is someone else popular locally - never used her personally, but again look at the range of treatments she offers: salt therapy, Laser, ultrasound. And she's a qualified riing instructor so has a pool of clients - she offers training plans - horse and rider strenghtening and fittening, incuding core work and massage etc.

Erika Green Equine Physiotherapy

Erika Green- Equine Physiotherapist. Many treatments available ( Massage, Ultrasound, Laser, Salt therapy) to help your horse recover, better, fitter stronger

erikagreenequine.co.uk

You do need to give people a reason to use you and not the 10 other massage therapists covering your area!

Possibilities include:

- Price (but too low is as bad as too high)
- Reputation (takes ages to build)
- Convenience (try and become the 'yard' massage therapist or write to camp organisers offering to massage riders and horses. I use 2 at my camps. Plus an equipilates person.They run discounted sessions and build a client base.
- USP - offer theraplate, salt therapy, indiba, Bowen, T-Touch. Something!
- Linking massage to something else you offer - rehab programmes, poles sessions, stretching.

The vet physio I use has all that in place. She is competitively priced with an excellent reputation. She does yard visits at a discount and works unsocial hours to fit in with clients. (She once came to me at 6am!) She offers K4 laser and Indiba. She runs poles sessions for core work. She does block deals: massage plus poles or blocks of 6. She has a blog. She has just launched 2 camps. And she comes to my camps and gives talks on baited stretches and massage for owners. With all that in place it is still a struggle. But it CAN be done.

Veterinary Physiotherapist | Perfect Gait Veterinary Physio Therapy | Derbyshire

Perfect Gait Veterinary Physiotherapy was founded by Holly Shann, a veterinary physiotherapist who completed the Post Graduate Diploma in Veterinary Physiotherapy at the University of Nottingham, where she is continuing to study towards an MSc.

www.perfectgait.com

Hope this has given you some ideas. Good luck.

 

[Ceifer]

Well this is the tri club my OH and I set up and ran for years. Gary is the guy who charges £30 a massage for members - I think it is £35 for others. But look at the range of servies all those people offer. Ad they generally have 'day jobs' too.

High Peak Triathlon Club

www.highpeaktri.org

Then here is someone else popular locally - never used her personally, but again look at the range of treatments she offers: salt therapy, Laser, ultrasound. And she's a qualified riing instructor so has a pool of clients - she offers training plans - horse and rider strenghtening and fittening, incuding core work and massage etc.

Erika Green Equine Physiotherapy

Erika Green- Equine Physiotherapist. Many treatments available ( Massage, Ultrasound, Laser, Salt therapy) to help your horse recover, better, fitter stronger

erikagreenequine.co.uk

You do need to give people a reason to use you and not the 10 other massage therapists covering your area!

Possibilities include:

- Price (but too low is as bad as too high)
- Reputation (takes ages to build)
- Convenience (try and become the 'yard' massage therapist or write to camp organisers offering to massage riders and horses. I use 2 at my camps. Plus an equipilates person.They run discounted sessions and build a client base.
- USP - offer theraplate, salt therapy, indiba, Bowen, T-Touch. Something!
- Linking massage to something else you offer - rehab programmes, poles sessions, stretching.

The vet physio I use has all that in place. She is competitively priced with an excellent reputation. She does yard visits at a discount and works unsocial hours to fit in with clients. (She once came to me at 6am!) She offers K4 laser and Indiba. She runs poles sessions for core work. She does block deals: massage plus poles or blocks of 6. She has a blog. She has just launched 2 camps. And she comes to my camps and gives talks on baited stretches and massage for owners. With all that in place it is still a struggle. But it CAN be done.

Veterinary Physiotherapist | Perfect Gait Veterinary Physio Therapy | Derbyshire

Perfect Gait Veterinary Physiotherapy was founded by Holly Shann, a veterinary physiotherapist who completed the Post Graduate Diploma in Veterinary Physiotherapy at the University of Nottingham, where she is continuing to study towards an MSc.

www.perfectgait.com

Hope this has given you some ideas. Good luck.

All of these are great ideas. They also highlight that solely being a massage therapist isn’t probably enough to make a living and would require more money investing to diversify and then you still have to put the huge amount of marketing effort in to get off the ground again.

 

[rextherobber]

All of these are great ideas. They also highlight that solely being a massage therapist isn’t probably enough to make a living and would require more money investing to diversify and then you still have to put the huge amount of marketing effort in to get off the ground again.

Agree. Particularly at a time. when we're all feeling the pinch, I for one wouldn't see massage as an essential, not like physio. Good luck, hope 2024 proves to be your year