We’re going to be bringing you interviews with solo entrepreneurs from all over the world to give you ideas for your own practice, or inspire you to start one. Our first interviewee is Bryna Elder-Munro. Bryna who owns and runs In Balance Therapeutic Massage & Bodywork, a massage therapy practice in Lambertville, New Jersey. I love this interview – her answers are super thoughtful and her passion for her work really shines through.
If there are people you’d like to hear interviewed, or other questions you’d like us to ask, leave them in the comments and we’ll get on it!
Now, on to the amazing interview…
Why did you decide to start your own practice?
For a number of reasons. I felt I was ready to take on this type of challenge and had the right skills in place. Also, my partner and I were considering a move to about an hour north of where I was working at a chiropractic office so I wanted a location that was at least halfway between my current employer and my future home area. And when I thought about starting my own practice, I realized only fear was holding me back. That wasn’t a good reason!
What was the most difficult part about starting your business?
I have ADD so I would say organizing everything—every detail was my responsibility, which can be daunting for someone like me. It forced me not to procrastinate, to stay focused and on target, which ended up being a great learning experience. I had to find what worked for me, even, for example, in terms of keeping track of appointments. I had an electronic organizer/appointment keeper and even bought one specifically for massage therapists. But what works for me—because I use it—is a regular daily appointment book I bought at a bookstore.
I have ADD so I would say organizing everything—every detail was my responsibility, which can be daunting for someone like me. It forced me not to procrastinate, to stay focused and on target, which ended up being a great learning experience. I had to find what worked for me, even, for example, in terms of keeping track of appointments. I had an electronic organizer/appointment keeper and even bought one specifically for massage therapists. But what works for me—because I use it—is a regular daily appointment book I bought at a bookstore.
What’s the best part about starting your business?
Knowing it’s mine. I’ve worked for places where I felt things were missing in the client experience or things were not as professional as they could be. When I open the door to start the day and close it at the end, I know I set the pace, choose the quality of everything from lighting, music and linens to the quality of the client’s massage and healing experience. I know I am responsible for how every client feels when he/she leaves my office.(Most of whom schedule their next appointment on the spot.) It’s a big responsibility but I love it!
What’s the best way you’ve found to market your business?
My location. I pay a little more than I’d like but I’ve got built-in advertising in that I’m in a mixed use, renovated mill building (in a residential neighborhood that is quite diverse) with very cool businesses—coffee roaster/café, ballet school, Buddhist center. Neighboring businesses include a health food shop and a physical therapy/fitness office. The owners of the café and PT center let me put out all my brochures, and this has generated a lot of repeat, regular clients. There’s also a community billboard downstairs where I can post brochures and flyers, which has generated new business. Also, walking custom-made postcards door-to-door has helped. People like that they can walk to my office and that I’m supporting their neighborhood. So I was surprised to see that these free methods have been the most effective thus far.
And now word-of-mouth is starting to build. I’ve gained new clients from referrals from other clients—and even got a few from friends of people who received my postcard. The person who received the card hasn’t been in but she’s referred two friends!
I tried four weeks of ads in a local paper and a few months in a regional health journal. Neither generated more than a couple of new clients. I’ve also taken out an ad in a regional Catholic church’s bulletin—big mistake in terms of money outlaid and return on investment thus far.
What sets you apart from other RMTs?
A couple of things: I’m a long-term [kidney] cancer survivor and I am certified in oncology and post-mastectomy massage/supportive touch. Not many therapists in my area are certified in either area, nor do they have that sense of understanding first-hand some of the feelings such clients are dealing with. It’s like an instant connection many times. And being a survivor also seemed to resonate with clients who aren’t survivors themselves—they’re either going through a health crisis of their own or know cancer patients/survivors and kind of cheer me on.
Also, I’ve chosen to study modalities, in addition to the cancer-related modalities, that have broad application and/or broaden my capability to help clients. I am trained in CranioSacral Therapy, lymph drainage therapy and am a Reiki master, in addition to being a nationally and state certified massage therapist. Clients appreciate learning more about these options and how they can be helped by them.
What are two pieces of advice you’d give to someone who’s considering starting their own practice?
How about 3?
1. Have plenty of money set aside. I actually liquidated a going-nowhere 401K and took a small hit on it taxwise to start my business. But it gave me a sense of security when things were slow at first. (I am very grateful that even my first month, I was able to mostly cover my rent and some other expenses, and things have just gotten better from then on.)
1a. Get an accountant who understands sole proprietorships and what deductions one can take. I’ve had the same wonderful accountant for years—she does energy work too—and she was very helpful both in tax-specific details and small-business start-up ideas.
2. Be open-minded and flexible. Initially, I had planned to not have hours on Wednesday. But when someone called and urgently needed help, I worked on one Wednesday. Soon, Wednesday became one of my busiest days whereas I thought Saturday would be. So while I still have Saturday hours, I work less than I thought on that day of the week. I’ve found a way to meet my clients’ needs and keep some “me†time.
Also, I noticed that a client was a yoga instructor. Now we do twice-monthly trades of an hour massage for an hour of private one-on-one yoga instruction. Another client makes signs and we bartered sessions in exchange for great, professional-looking car magnets. And it’s been wonderful to get to know local business owners and be supportive of each other.
3. Be patient. Several people stressed this, and it is true! It could be hard not to chomp at the bit but things take time. But once clients discover you and like your work, they’re pretty loyal. I’ve had a couple of clients who’ve “followed†me from my first massage office to the second and now to my own practice.
What is the one thing you do with or for your clients to connect and create a deeper meaning in the work you do?
I listen—to their concerns, their needs on any given day, to what’s going on in their lives. And, as a result of that listening, I customize each session for them. I hear from a lot of clients that they had previously gone to such-and-such a place for a massage and been disappointed because the therapist either didn’t listen to them when they asked for a specific level of pressure or didn’t listen to what they specifically wanted worked on. I tell them it’s their massage and I am happy to make the experience the best, most relaxing and most therapeutically helpful as possible. It may sound corny, but people really appreciate being heard.
You’re talking to ‘you’ five years from now. What would you tell yourself?
Look how far you’ve come! I’m proud of you taking this challenge and with what you’ve done with it. Keep on growing as a massage therapist/bodyworker, keep finding new ways to help people. (And I’m glad you didn’t get talked into any other church bulletin ads! LOL)
If you could spend time with one other RMT to get hands on experience etc who would it be and why?
More bodywork done on myself! I never seem to get enough. I’d like to learn more myofascial release techniques.
Bryna Elder-Munro, NCTMB, is the owner of In Balance Therapeutic Massage & Bodywork, a massage therapy practice in Lambertville, New Jersey.
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What have your experiences been starting a practice? Are there any people you’d like to hear interviewed? Other questions you’d like to know the answers to? Leave them in the comments!