BUSINESS PLAN

ABN: 46656545569 ACN: 656 545 569

Date: _18 September 2023_

Business Address: 2b Belinda Cres Wheelers Hill Vic 3150 Participant
Name: Holly Hudson
Business Contact Number: 0493 570 443
Executive Summary
What our business does Provides counselling services to individuals, with a focus on supporting
The products or services brides dealing with anxiety related to wedding planning. Additionally,
we sell. offering support for women going through life transitions. To provide
the services, I will use a variety of modes, including telehealth, walk
and talk therapy, and face-to-face sessions. Overall, the business aims
to provide valuable support and resources to women during significant
life events, helping them manage stress and navigate challenges with
greater ease.
1. Brides-to-be: Women who are engaged and currently
Our target market planning their wedding, who are experiencing anxiety or
stress related to the process.
2. Women going through life transitions: This could include
women who are going through major life changes, such as
divorce, career changes, moving, or starting a family.
3. Women who prioritize their mental health and well-being:
Women who value counselling and are seeking support for
their mental health and well-being, regardless of whether
they are currently experiencing anxiety or stress related to
a significant life event.
4. Women who prefer flexible therapy options: Women who
prefer the convenience of telehealth or walk and talk
therapy, or who are looking for a therapist who offers face-
to-face sessions.
5. Women who are interested in learning coping skills:
Women who are interested in learning practical coping
skills to manage anxiety related to wedding planning or
other life transitions.

Expertise and experience in the wedding industry, which sets me apart

Our unique selling from other counselling services. My ability to understand the unique
point stressors and challenges that brides face during wedding planning
allows me to offer personalized support and guidance that specifically
addresses their needs. Additionally, my counselling packages and short
courses on coping with bridal anxiety provide a valuable resource to
brides who are seeking practical tools to manage their stress and
anxiety. By combining my 10 years of experience in the wedding
industry with my counselling expertise, I offer a unique and valuable
service to brides that is not readily available elsewhere. This can help
differentiate my business and attract customers who are seeking
specialized support during a significant life event.
Short term and long term business goals

1. Increase brand awareness: Develop a marketing strategy that includes social media,
advertising, and networking to increase visibility and attract new clients.
2. Expand service offerings: Explore new areas of counselling, such as premarital
counselling to diversify your offerings and attract a broader client base.
3. Improve customer experience: Implement processes and tools to improve the
customer experience, such as an online scheduling system (Halaxy), customer
satisfaction surveys, and follow-up emails or calls after each session.
4. Develop a referral network: Build relationships with other wedding industry
professionals, such as wedding planners to create a referral network that can help
drive new business.
5. Increase revenue streams: Producing online counselling packages and short courses
on coping with bridal anxiety.
6. Attend at least two professional development events per year, as well as one short
online course per month. This could include workshops, conferences, or training
sessions that focus on areas such as Cognitive Behavioural therapy, trauma-informed
care, Acceptance and Commitment Therapy (ACT), Narrative /therapy mindfulness-
based therapy, incorporating spirituality into therapy, or counselling techniques for
anxiety and stress.
7. Move to Level 2 membership in the Australian Counselling Association – provides
advocacy, a code of ethics, networking opportunities, has a national complaints
tribunal, provides a national register of counsellors, learning, and staying up to date
on industry trends and best practices.
8. Participate in peer supervision or consultation: Collaborating with other mental health
professionals can provide opportunities for learning and growth through sharing of
best practices and case consultation.

Short term personal goal - to earn my own income with a vocation I enjoy and get
satisfaction from

Long term personal goal - work life balance, and able to travel whilst earning an income
Marketing Plan
The market
The problem
[What issues do your potential customers face in the market? Is there a lack of your service type in a
particular suburb? Is the product supplied by other businesses expensive?]
The market problem/s that we aim to solve for customers.

Lack of access to specialised counselling services: Many brides may feel overwhelmed or
anxious during the wedding planning process but may not have access to counselling
services that specialize in addressing these issues. They include managing anxiety,
communication and conflict issues, cultural or religious difference, and coping with
unexpected circumstances. There are pre-marital counselling services, relationship
counselling and couples counselling but nothing quite specific to bridal anxiety.

According to Google, relationship counselling, pre marriage counselling, couples therapy

and wedding planning services are offered in Melbourne, but nothing specifically for bridal
anxiety. There is a Facebook page call Bridal Therapy – Counselling Services covering the
major Eastern capital cities with a website that doesn’t exist and phone number that is not
accepting calls. Love Says Celebrations is a Melbourne therapist turned celebrant.

ACA – postcode 3150 10km, relationship, anxiety, depression, personal issues – 85

counsellors, 2 in glen Waverley, 2 in wheelers hill (Roohi Ahmad – relationship, couples,
marriage, women)

Google counsellor Wheelers Hill

New View Psychology – part of a big group - must have full APHRA registration (Roohi
Ahmad Suite 25, Level 1/202 Jells Road, Wheelers Hill), Connect with Counselling (Roohi
Ahmad), the Essence of Now Counselling – no website – 189 Jells Rd, The Talk Shop
(several locations, psychologists) – promotes bulk billing, Cortex Counselling, 202 Jells
RD, Illumine Psychotherapy and Counselling – 202 jells rd, the heath continuum – same
address, rosewood clinic, wheelers hill clinic, Fiona Dundad – premarital counselling the
Deviation, wheelers hill psychology 189 jells rd,
Our solution
How our business solves the problem – our unique selling point. This is how we’ll succeed in the
market.

My program could fill this gap by providing evidence-based techniques for managing
anxiety and improving mental health specifically for brides to be.

By addressing specific problems, Holly Faye Counselling can help clients feel more
confident, calm, and happy during the wedding planning process and beyond. This
can lead to greater satisfaction with the wedding experience and a stronger
foundation for a happy, healthy marriage.

Our target market

[Not everyone will want your product or service, so make sure you research the market and have a
clear picture of who you’re targeting. This helps focus your marketing efforts and improve your
chances of success. Describe your targeted customers for example by gender, age, income, location
or education.]
The group of customers that we aim to sell our products or services to.

Demographic Characteristics:

Brides-to-be who are engaged and actively planning their wedding

Women aged 21-60
Individuals who live in or around Wheelers Hill VIC or surrounding areas
Individuals who have access to a computer or mobile device for telehealth
sessions

Psychographic Characteristics:

Individuals who feel overwhelmed or anxious during the wedding planning

process
Individuals who value mental health and self-care
Individuals who are open to counselling and therapy, both in-person and
through telehealth
Individuals who are looking for a safe space to discuss their concerns and
receive support
Individuals who may be dealing with family conflicts or communication issues
related to wedding planning
Advertising and promotion
[Choose channels that suit your target market. For example, social media use varies across different
age groups. Learn about choosing the best channels to communicate with your customers.]
The channels we’ll use to communicate with our target customers.

Channel Details
Social media (unpaid)
Facebook and Instagram, Create Facebook and Instagram ads that
possibly Tiktok specifically target individuals who are
engaged or planning a wedding, and use
ad copy and images that speak to the
specific pain points and solutions that the
program offers. Provide a freebie uch as a
guided meditation or self help guide to
brides who provide their email address
Other Wedding planners and Reach out to wedding planners and
venues venues in local area and offer to provide
resources or referrals for clients who may
be experiencing anxiety or stress during
the planning process. This can be a great
way to build relationships with other
professionals in the wedding industry
and reach potential clients who may not
have found me otherwise.
Email Marketing from email list Consider building an email list of
created from responses to individuals who are engaged or actively
social media posts
planning their wedding and sending
targeted email campaigns about your
program.

SWOT
Our business strengths, weaknesses, opportunities and threats.
Strengths  Specialized focus on bridal anxiety, which sets your
What’s good about our program apart from general counselling services.
business.  Ability to provide both in-person and telehealth
counselling options
 Training in evidence-based techniques for
managing anxiety and stress
 Referral network within the wedding industry,
including wedding planners, photographers, and other
vendors
 Established social media presence and positive
client testimonials
Weaknesses
What’s not so
good about our  Limited brand recognition and awareness
business.  Limited resources for marketing and advertising, which
may make it difficult to compete with larger
counselling practices
 Minimal counselling experience
 Moderate business experience
Opportunities
External factors
we could take
 Growing demand for mental health services
advantage of.  Opportunity to expand services to other areas of the
wedding planning process, such as premarital
counselling, couples counselling or post-wedding
adjustment counselling, and other life transition phases
 Opportunity to partner with other professionals in the
wedding industry to offer comprehensive support
services for couples.
 Potential to develop a niche expertise in the area of
bridal anxiety and become a thought leader in this area
Threats
External factors
 Increased competition from other mental health
that could
cause problems professionals and counselling practices, particularly
for us. those who offer Medicare rebates
 Economic downturns or changes in the wedding
industry that could impact demand for services
 Potential for negative reviews or reputation damage
from dissatisfied clients or negative media coverage
 Changing regulations or licensing requirements that
could impact my ability to practice or market my services
 How we’ll address each weakness and threat
Developing a niche expertise such as ACT for bridal anxiety
Continuing quality supervision
Continuing professional development
Continuing Business Support – Brrooklyn Storme PP101, VIC business support/mentoring
Peer support through Facebook groups and catch up dinners
Explore partnerships with other mental health professionals or wedding industry professionals
Explore another area such as EAP
Prioritize client satisfaction and address any concerns or complaints in a timely and
professional manner. Proactively solicit feedback from clients and use this information to
improve the services and address any areas of concern.

Membership
Stayof ACA about changes in regulations or licensing requirements that may
informed
impact the practice, and make sure to comply with all relevant laws and
guidelines.

Main Competitor:-

Nobody I know of does bridal counselling, so there is no direct comparison.

I will be charging $650 for 6 sessions or $150 per session.

There is pre marriage counselling through Couples Therapy Melbourne who charge $180 to $220.

Waverley Counselling charges $120 for individuals, $150 for couples.

Online general counselling (no face to face) - Natacha Martin charges $95 per session
Risk management
Risk assessment
Risks that could impact our business and what we’ll do to protect it.
Risk/impact description
Legal risks: As a mental health Likely
professional, there is a risk of
facing legal action if a client
feels that they were harmed by
my services
Data breaches: As the
business collects sensitive
client information, there is a
risk of a data breach that
could compromise client
confidentiality and trust.
Economic risks: changes in
the economy, such as
recessions or fluctuations in
the wedding industry.
Reputation risks: Negative
reviews or publicity can harm
reputation and credibility.
Technological risks: The
business relies heavily on
technology, such as telehealth
platforms or online scheduling
tools, there is a risk of
technology failures or cyber
attacks that could impact your
operations.
Likelihood What we’ll do to reduce this risk
Have appropriate liability insurance in
place and to adhere to all relevant
regulations and ethical guidelines in the
practice. (ACA Code of Ethics)
Highly likely Ensure all client information is recorded in
a secure way – ie Halaxy
Likely Consider diversifying services – offering a
more generalised mental health support
service, EAP, developing relationships with
complementary businesses
Likely Prioritize client satisfaction and address any
concerns or complaints in a timely and
professional manner. Seek feedback from
clients and use this information to improve
services and address any areas of concern.
Highly likely Make sure to implement strong security
measures and backups, as well as
contingency plans for managing technology
failures or outages.
 The insurance we have or need.

Insurance type Details

Professional It provides coverage in case a client sues you for any alleged
indemnity malpractice, errors, or negligence in your services.

Public liability provides coverage for any accidental property damage,

insurance bodily
injury, or advertising injury that occurs in your office or
during
the course of providing your services.

Other Cyber Liability Insurance: This type of insurance

provides coverage in case of a data breach or other
cyber-attacks that result in the loss, theft, or damage to
your clients'
personal and confidential information.

Operations Plan

Laws we’ll need to comply with.

1. Business registration and licensing laws - ASIC: ABN, business name, website domain, no
GST at this stage, TFN
2. Health and safety regulations: If you provide health or wellness services, there may be
regulations governing the safety and cleanliness of your premises and equipment, as well as
requirements for staff training and qualifications.
3. Privacy laws: If you handle sensitive information about your clients, such as their health
or personal details, you may need to comply with privacy laws governing the collection,
use, and disclosure of this information. Privacy Act 1988, ACA Ethical Guidelines
4. Consumer protection laws: If you sell goods or services to consumers, there may be laws
governing issues such as product safety, advertising, and consumer rights.
5. Tax laws: As a business owner, you will need to comply with tax laws governing issues such
as income tax, sales tax, and payroll tax.
6. Terms and Conditions – Include on website - Terms and conditions, Privacy policy,
Cancellation policy

Technology:
Laptop, mobile phone, printer, Halaxy for CRM, recording appointments, storing client notes, sending
appointment reminders, and eventually receiving payments and taking bookings. Currently - Calendly for direct
bookings and Square for taking payments.
 Key People in Business:

I will be soley operating in the business

90 Days Operational Plan

Within 90 days, the following operational task needs to be completed

1. Update website to be more functional and errors removed

2. Psychology Today profile completed
3. Instagram and Facebook posts scheduled

Finances
[You can use our Finances, your own accounting tools or ask your accountant for help.]
Our forecast cash flow for the next year.

Oct Nov Dec Jan Feb Mar Apr May Jun July Aug Sep

Monthly cash balance

-$ $ -$ $ $ $ $ $ $ $ $ $
Closing balance 645 20 14 1,40 1,05 2,60 2,25 3,80 2,74 4,70 4,20 4,905
5 5 5 5 5 5 5 5 5 5
$ $ $ $ $ $ $ $ $ $ $ $
355 56 41 1,82 2,87 5,48 7,73 11,54 14,28 18,99 23,195 28,10
0 5 0 5 0 5 0 5 0 0 0
 forecast cash flow for the following (2nd) year.

Oct Nov Dec Jan Feb Mar Apr May Jun July Aug Sep

Monthly cash balance

$ $ $ $ $ $ $ $ $ $ $ $
Closing balance 4,005 4,50 4,00 4,50 4,00 4,50 4,00 4,50 3,44 4,50 4,70 5,20
5 5 5 5 5 5 5 5 5 5 5
$ $ $ $ $ $ $ $ $ $ $ $
32,105 36,61 40,61 45,12 49,12 53,63 57,635 62,140 65,58 70,09 74,79 80,00
0 5 0 5 0 . . 5 0 5 0

Reason to join the Self-Employment Assistance Program

To access certain components of Self-Employment Assistance, Participants must have an existing

business that meets one of the following Business Eligibility Criteria.

1. Business that is not currently operating commercially

- Your business net income in either the last full financial quarter (3 months) or in the last 6 months
was less than equivalent amount of Self- Employment Allowance that could have been paid over
that period ($693.10 per fortnight).

2. Business that is at risk of not operating commercially in 12 months’ time

- Underpinning reasons as to why you would determine your business at risk include;

 Financial Risk: Insufficient cash flow, inability to secure funding or loans, unexpected
expenses, or poor financial management can all pose significant risks to a small business.
 Market Risk: Changes in market conditions, such as shifts in consumer preferences,
increased competition, or economic downturns, can impact a small business's ability to
attract customers and generate revenue.
 Operational Risk: Issues related to production, supply chain disruptions, equipment
failure, technology glitches, or inefficient processes can hinder a small business's
operations and affect its viability.
 Regulatory and Compliance Risk: Failure to comply with applicable laws and regulations
can result in fines, penalties, lawsuits, or reputational damage, which can have a severe
impact on a small business.
 Human Resources Risk: Challenges in hiring and retaining skilled employees, labor
disputes, staff turnover, or key personnel leaving the company can all affect the smooth
functioning of a small business.
  Reputation Risk: Negative reviews, customer complaints, or a public relations crisis can
damage a small business's reputation, leading to a loss of trust and decreased customer
loyalty.
 Technological Risk: Rapid advancements in technology can render existing products or
services obsolete, or failing to adapt to new technological trends can put a small business at
a competitive disadvantage.
 External Factors: Natural disasters, pandemics, political instability, or changes in
government policies can disrupt business operations and pose significant risks to small
businesses.
 Specific Sector Risk: Some sectors are inherently high risk in relation to launching
a small business.

Please identify your reason for accessing the Self-Employment Assistance Program.
1. Business not currently operating commercially x
Evidence provided:
 Bank statement
 Profit and loss statement
 Other

2. Business at risk of not operating commercially in 12 months x Please

select the underpinning reasons behind your assessment of this risk:

 Financial Risk x
 Market Risk
 Operational Risk
 Regulatory and Compliance Risk
 Human Resources Risk
 Reputation Risk
 Technological Risk
 External Factors Risk x
 Specific Sector Risk

Appendix

Insurance C of C attached

Hours of Work 20
Any other certifications Master of Counselling
(VVCC, Certifications, permits etc..) Bachelor of Applied Science (Health Science),
Family and Health Promotion

Initial Funding Source Self funded