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http://www.bplans.com/physical_therapy_massage_business_plan/market_analysis_summary_fc.cfmhttp://books.google.co.in/books?id=hqdiaQ5kHjMC&pg=PA547&lpg=PA547&dq=massage+therapy+business+plan&source=bl&ots=PzhmgXsBsB&sig=v6jHmU8deSjpgvnsTY5kdeOLqpg&hl=en&ei=oHWfSv78IpWTkQWauunSDw&sa=X&oi=book_result&ct=result&resnum=5#v=onepage&q=massage%20therapy%20business%20plan&f=falseMission:

To offer massage that is effective, yet respectful of the client's personal boundaries, so that the experience is relaxing and energizing for both the client andthe provider. We are mindful of the overall experience - using quality oils and lotions, appropriate scents, and soothing music, nature sounds or silence - asthe client prefers. Our goal is to tailor the client's experience based on initial interview information, as well as in-the-minute feedback during the massage, toinsure the client's comfort and satisfaction, and to increase repeat business.

Keys to Success

Professionalism: which includes everything from maintaining confidentiality, to keeping our LMT training up-to-date, to maintaining good boundariesbetween clients and therapist.2.Individual Attention: making that extra effort to customize each client's experience to his or her preference.

Repeat business/Recommendations: giving the kind of service that brings people back for regular treatments, and encourages clients to recommendus to friends, and other health professionals to recommend their clients.

Description of venture:

Massage Therapy is a profession in which the practitioner applies manual techniques,and may apply adjunctive therapies,

in a manner that relieves tension, exercises muscles and provides therapeutic stimulationto the body

with the intention of positively affecting the health and well-being of the client.

In the past, massage therapy was often thought of as being for those who were in pain or discomfort and who needed massage therapy as a remedy forthose problems. This is no longer the case and massage therapy can be for almost any reason imaginable. While the therapy is still often used to relievediscomfort associated with stress, this is by no means the limit of what can be done in massage therapy.Massage therapy is now available for headaches, backaches, tension, stress and many more problems that can be work related and associated with everyday exertion. It is important to understand that not all massage therapy is certified or professional. Some methods are exploratory and have not beenevaluated or endorsed by health professionals. These are often considered alternative massage therapy methods, even if they are not advertised as such.

The total environment in which the service is offered - smells, lighting, sounds, feel of the linens and oils, emotional presence of the therapist - all combinewith the techniques of massage to create the client's experience.Clients wil fall into four basic groups:Clients recovering from injuries or accidents, Clients pampering themselves who have high disposable incomes,Sometimes have chronic pain or old injury issues, Massage 1 - 4 times a month for relaxation and the Clients who prefer alternative health care ,usemassage as preventative health care ,use other alternative practices - e.g. acupuncture, Chiropractor, Naturopath, Herbalist, etc. try to have massage asregularly as they can afford - usually once per month.Competitive Analysis:The massage industry consists of several dozens of individual therapists working out of home or private offices, offices, gyms, beauty salons, and other venues. Additional massage services are offered by graduates of specialty schools. Fortunately, massage is a very personal service, and different clients areattracted to different techniques and personalities..Possible expenses may include:Down payment for rentSecurity deposit for spaceEstablishing phone service and other utilitiesBusiness cardsMembership in a professional organisation

Licences, permits, insuranceProfessional service fees: accounting, legal,Office equipment: massage table, massage chair, bolsters, lubricants,licencesFurniture, mirrors, heater, fans, electric blanket, lampsBackground music CDs and CD playersStandard operating procedures :Although massagetherapists are generally not subject to lawsuits, it is till wise to obtain professional and general liability insurance for personalprotection and security.It offers therapists financial protection from clients who claim they were injured during a massage session.Office:Office hours are by aapointment only.Fees will vary according to duration of massage and kind of massage.Acceptance methods of payment : cash or check.Therapists requires a min of 3 hrs notice for cancellation or client will be billed half the rate of session.Therapists will not treat clients with a fever or contagious condition and client is required to reschedule appointment.While starting massage practice , we may offer special discounts to attract clients .25 % to 50 % discount for new clients.Refer a friend , get your next massage for half a price.

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Often also seeing a chiropractor or physical therapist (more often referral from chiropractor)

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Frequently paid by insurance

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Usually insurance will pay for short-term therapy only, although clients will sometimes supplement out-of-pocket2.Clients pampering themselves

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High disposable income individuals

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Sometimes have chronic pain or old injury issues

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Massage 1 - 4 times a month for relaxation3.Clients who prefer alternative health care

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Use massage as preventative health care

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Use other alternative practices - e.g. acupuncture, Chiropractor, Naturopath, Herbalist, etc.

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Try to have massage as regularly as they can afford - usually once per month4.Serious Athletes

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Injury and workout recovery, also preventative

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Many serious runners/bicyclists in local area

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Massage for improved performance - great for word-of mouth referrals if they see results

Market Analysis

20032004200520062007Potential CustomersGrowthCAGRInjury Recovery3% 156 161 166 171 176 3.06%Self-pampering5% 300 315 331 348 365 5.03%Alternative Care5% 144 151 159 167 175 5.00%Athletes2% 180 184 188 192 196 2.15%Other0% 0 0 0 0 0 0.00%Total3.99% 780 811 844 878 912 3.99%

4.2 Target Market Segment Strategy

As individual as our clients are, they seem to fall into one of five general categories: Injury Recovery, Self-Pampering/Relaxation, Alternative Care Users,Athletes, and the inevitable Other. Besides the obvious differences in the style of massage each of these prefer, they also represent separate groups for marketing and retention purposes.The Injury recovery group is usually referred by a Chiropractor, self-referred through our listing on the American Specialty Health Network site, or referred byanother client who found massage helpful during an injury recovery. So the marketing to this audience is done indirectly, through the referring parties. Whilecar insurance will typically pay for massage for only a limited time period (less than one year), many health insurance policies now have Alternative Carecoverage with a renewable annual maximum. And Cafeteria Plans will reimburse for "medically necessary" massage - which is a bit ironic since few, if any,medical doctors will proactively recommend massage, but most will be willing to sign off on a recommendation, if specifically asked by their patients. Therapid turnover of this group is offset by the fact that they will pay top dollar per session. The key is to keep getting new referrals.Clients who have the disposable income to indulge in massage for self-pampering or relaxation are the core of our long-term repeat customers. These clientswill come once a week to once a month for years, and often refer other family and friends. The difficulty working with these clients comes from the 'familiaritybreeds contempt" factor - they can believe they deserve lower rates, cancellations of short or no notice, and can come to seem as friends, rather than clients.The challenge here is maintain a professional relationship, while encouraging the warmth and personal connection that is as much a part of their experienceas the actual massage. This type of client can be difficult to find - an ad in the local alternative news weekly (especially with a coupon for $5 off ) or adonation to a charity auction may result in a one-time visit, or a long-term client. Another source of usually one-time visitors is the Gift Certificate - friendspampering friends for a birthday or other special occasion.The third group are Alternative Care users. These are people who mistrust allopathic medicine, and prefer to use chiropractors, naturopaths, herbalists,acupuncturists. A local networking group of alternative care providers is a great way to get referrals, as well as placing posters on other practitioners offices,and ads in the local alternative newspaper. The problem with this group is that they can tend to have relatively small disposable incomes, so that a massageonce every two months may be all they can afford. A relatively large pool of these clients will book only 20% of the available appointments in any givenmonth.The final group is another backbone of this business - the amateur athletes. There is a large population of runners and bicyclists in the local areas, as well asout-of-town participants who return for annual events, and book massages during those times. This business tends to be slightly seasonal - as most amateur athletes will only train, or gear-up their training during the Spring and Summer months. However, they are a very loyal group, and will readily give word-of-mouth recommendations, especially if they see massage as having given them a specific boost to their performance. This group will cross over from theInjury group, and become long-term clients after the specific initial injury has healed. They also tend to have chronic injuries or pain, especially as they age,which can help them become repeat clients.

4.3 Service Business Analysis

The massage industry consists of several dozens of individual therapists working out of home or private offices, in addition to LMTs working in chiropractors'offices, gyms, beauty salons, and other venues.