Yesterday, I discussed the need to start with the end in mind. It is one of the best ways to avoid the roadblocks of frustration, overwhelm and exhaustion. Whether you want to work three days a week, make room for family life, or build a multi-disciplinary practice, preparation is everything.
When we open a new practice, there is a tendency to go into it, headfirst. This is partly encouraged by the need to cover the rent (unless you’re working from home) and all the other bills we know we need to cover.
What we do not always see at this stage is how the story might look five years from now. We are often too caught up in the immediate pressure to step back and ask what kind of practice we are actually building. This is what I described with Sally yesterday.
Let’s meet Hetti.
Hetti graduated from osteopathic school some 18 months ago. She has been working as an associate in this time and has built confidence in clinical practice. Now ready to step out on her own she has located a small practice close to home with two rooms and a waiting area, that will work nicely for a new clinic. She has communicated her intentions to her Practice Principal, and the transition is planned for a month’s time.
The Practice Principal has kindly said that she can inform her patients of her intentions and those who wish to go with her are welcome to do so. This gives Hetti a good head start as she is hopeful that many like her enough to stay.
Hetti wants to do things the right way, so she starts putting ideas down on paper. She considers what she wants her future to look like, whether she wants a family, and if so, how soon. She also considers whether she might want to take on associates over time or invite different types of practitioners into The Practice to broaden the offering.
She likes the idea of a one stop shop, where people can come for a range of health issues. She also feels that such an arrangement will encourage collegiality amongst the professionals that work with her. Hetti is very sociable and so she feels that this environment would sit better with her own personality. She isn’t keen to work alone five days a week.
It would also take the pressure off. Instead of needing to acquire enough patients to fill both her own list and an associate’s list, Hetti could focus on building her own caseload while referring suitable patients to colleagues such as a sports therapist or massage therapist. Other practitioners paying rent would also help cover the cost of the practice, rather than leaving all of that responsibility with her.
Whilst Hetti realises that this is a fairly substantial dream, it feels doable—with planning. She smiles and opens a spread sheet.
Planning creates a sense of certainty which fuels us
Hetti draws up a simple rota for The Practice. Starting with the hours that she wants to work in the room she likes most. The rest of the time she fills with half day slot of other practitioners. She does some quick research on the Internet to find out the going rate for a room within a practice, and she jots an average down in her excel sheet.
Very quickly Hetti realises that renting unused space pays a significant chunk of the rent. This allows her to breathe. Yes, she does still have to market The Practice and acquire her own patient list but as she is bringing some patients from her associate practice, even that feels manageable. Now instead of feeling overwhelmed, Hetti feels excited. She is going to be a practice owner and build a business that will service her community. This gives her a sense of purpose and contribution.
What is the deeper point beneath the story?
The deeper point beneath this story is that when we think with the end in mind and have a clear strategy in place, our project can feel far more achievable than we first imagined. That gives us confidence in the business we are building, and that confidence creates the motivation to keep moving forward, even on the tougher days.
This is why I actively encourage my clients to open their eyes from day one. Never in my career have I seen somebody reach the destination they expect without planning the journey.
What commonly gets misunderstood?
What I see most often is solo practitioners assuming that putting their head down, doing endless hours of social media, and working themselves to the bone is the best way to build a practice. It is not. As with Sally yesterday, the only thing this achieves in the long run is burnout and a life that feels consumed.
A much more solid approach is to recognise that you have only so many hours in a day, and to make full use of them within a model that supports the life you want long-term.
Does this only apply to solo practitioners?
Absolutely not!
I see this same pattern in many founder businesses. Especially where the owner has no mentorship. If no one shows you another way, how can you possibly know?
That’s exactly why I’m writing this post.
Your reflection for today
Whether you are just starting a new business or have been in business for a while, please reflect on the message in this post and use a map on your journey.
You may think that planning ahead is pre-emptive when you’re just starting out. But it’s not. Planning does not mean instant unconsidered action. It means thinking ahead. Knowing where you’re going. And making provisions to allow that growth to happen. That is strategic thinking not fear-driven motion.
Take-home: Preparation is not about rushing ahead. It is about giving yourself a map before the pressure builds, so the business you create has space to support both your clients and the life you want to live.
Next Steps
If this post has helped you realise that your practice needs more than momentum, it may be time to pause and map the next stage properly.
If you’re based in the UK and would like support to build a practice that works with your life rather than against it, you can book an initial consultation. In that 90-minute session, we’ll look at where you are now, where you want the practice to go, and what needs to be in place to help you get there.
If you’re outside the UK, you’re welcome to email contact@herdwickandgoose.com and tell us what kind of support you’re looking for.
HERDWICK & GOOSE 
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