4/8/2002
Soar Point Massage, Inc.
"“If a business needs help redefining their business goals, or need direction in any aspect of their business, the SBDC is the place to go. And the fact that all that expert one-on-one advice is free, well, that’s a bonus, too.” "
Diane L. Kirchin, LMT, and Jack Ryan, LMT, of Soar Point Massage know how to make a business work in top form – both their own and every other one they touch. With solid foundations in therapeutic massage, they knew from experience and research that business owners and their staff who are relaxed and happy reap a multitude of benefits. That’s why they have targeted small to medium-sized businesses to promote one of their areas of expertise: on-site chair massage.
Soar Point Massage takes their specifically-designed massage chair right to the business premises and gives each staff member the 15-minute luxury of chair massage, concentrating on the head, neck, shoulders, upper back and arms and hands. The good vibes trickle down to employee productivity and loyalty, improved customer service and an appreciable measure of high morale and positivism which is contagious in the workplace.
Originally from New Zealand, Diane owned and operated a massage school and clinic there. In addition, she frequently received worldwide invitations to give presentations and classes in the art and practice of massage. She was actually on a sojourn to England and Germany when she stopped off in Florida at the invitation of a colleague in 1997. Here, she met Jack Ryan, a licensed massage therapist and Director of Therapy at a local physical therapy clinic in Sarasota. Diane became intrigued with the effectiveness of a massage technique called neuromuscular therapy (NMT) that Jack used in the treatment of soft tissue pain. She decided to stay on in Florida and study with Jack. That was three years ago.
Having had her own business in New Zealand, Diane was faced with the unfamiliarity of the American market, and was reluctant to start again. But with Jack’s support and encouragement, she made the jump and Soar Point Massage was born. Later they were married and Jack came on board Soar Point so they could pursue the dream together: to steadily build a professional and reputable massage practice operating a clinic for the general public, with a major division focused toward on-site chair massage for businesses in Sarasota and Manatee Counties. A third area in the business plan included providing educational programs for employers to emphasize that stress reduction helps provide loyal employees and bankable benefits for their companies.
Diane and Jack incorporated the business, and through their own financing, were off and running. Revenue from continued growth has been churned back into the company.
One of Diane’s first clients for on-site chair massage was the Sarasota Coastal Credit Union. Its CEO/President Tom Randle and Cindy Coffman, HRO, are still amazed at the results as Diane continues to visit on a regular basis.
“A simple 15-minute chair massage has enabled me to recognize potential problems, such as carpal tunnel syndrome, before they become serious”, Diane explains. “Headaches due to poor ergonomics or job-related stress has also responded extremely favorably to chair massage, thus keeping a company’s employees productive.”
Stress-related problems cost companies billions of dollars each year in lost productivity. This is what employers are starting to realize, and why the business started to take off.
Diane and Jack first encountered the SBDC in August 2001 attending an SBA Loans seminar at the SBDC Manatee office in Sarasota. While there, they learned of classes at the USF SBDC in Tampa. They immediately signed up for Marketing for Profits, How to Write an Effective Business Plan – Parts 1 & 2, 2002, Making Your Advertising Sell, and Business Taxes. It was through the business plan and advertising classes that they teamed up with the instructor, Jane Bunch, SBDC Certified Business Analyst.
To realize their dream, Diane and Jack knew they needed to learn more. Previous business experiences had gotten them started, and after three years of steady growth, they realized they were ready to move to the next level. Jack relates, “One of our goals is to continuously increase market share and create a brand consciousness. As companies become more aware of the benefits of stress reduction in the workplace and how they can help stem it, we want them to think of Soar Point and on-site chair massage.”
To assist that process, they had to put more emphasis on another of their goals: increasing their in-house presence in the corporate arena though educational materials, seminars and programs, and referrals. But where to start?
“That’s where the Small Business Development Center really came to the fore for us”, Diane explained. “We needed to get our plans organized, and we knew we needed help with marketing.” The SBDC business plan course gave Diane and Jack the impetus to create a stronger foundation for their business, and grasp a better understanding of where they were headed. Upon completion of their own business plan, they knew they had the road map to take Soar Point to the next level.
“Jane has provided the expertise and guidance to customize our plans so we can grow faster with fewer mistakes”, says Jack. “She tweaked our business plan, refined our marketing plan and has been very creative and supportive in developing our print media and marketing projects. Her enthusiasm and belief in our abilities has helped propel the process.”
“Diane and Jack have been a real pleasure”, added Jane Bunch. “They both share such devotion to making their business professional and successful. We’ve sat down together, rolled up our sleeves and dived into segmenting their markets, dissecting the competition, pinpointing the target market and decision makers, then hewning creative strategies and polishing the right messages to deliver. It has been great fun to see their eyes light up with new ideas”.
Attending the marketing and advertising classes has given Diane and Jack a marketer’s insider instinct to be able to construct strategies and tactics that will be effective in their marketplace. After all, marketing can sometimes be difficult to get a handle on. “Small businesses think it has to cost a fortune, but that’s not altogether true,” said Jane.
Would Diane and Jack recommend the Small Business Development Center to other small businesses? “Absolutely!” they both say.