"The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself." - Peter Drucker
So many times I have conversations with clinicians who want to own their own business. They strive to work less, have more holiday's and spend more time with their families. Then they proceed to tell me that in order to fulfil this dream, they are going to do what everyone else is doing. They also won't be putting together any marketing and they won't be putting in any extra hours. Nice Try.
Stop doing what everyone else is doing.
You need to understand what is needed in the community before you hang your shingle. The world doesn't need just another overpriced standard service. Go out into the community, find where the needs are, find out what people are lacking. Where is the niche? Where is the gap? Then, do that.
Are you looking at it through rose coloured glasses?
So you think you've done your market research because you've asked a few friends or referral sources what the community needs? Have you asked the questions that are open ended or are your questions leading your source somewhere? When you're passionate about something you're going to see it everywhere, but take a moment and really push your comfort zones and understand if its really a need or just your want.
Think starting your business means working 9-5, getting paid the big bucks?
I'm sorry, its not the case. In order to find the service the community needs, you have to search under rocks, and attend every networking meeting, and be brave by meeting people you are intimidated of. Put yourself out there for 7 am breakfasts and 9 pm drinks. It will cost you a lot of time and energy, (its not easy to be chirpy at 7 am....) but all in due time, you can build a business that allows you to walk away from it. Move to another country or taking a year long holiday.