Case Study: Prepared to Launch
Kaye Brundidge and I were connected by our mutual digital marketing consultant, Rebecca. Kaye found Rebecca from a networking contact who suggested that she wasn’t ready to jump in and needed to speak to a few people who could help her get her business in line. So Rebecca introduced us.
“I talked to women who have their own business and they told me they made a lot of mistakes. I realized that everybody doesn't know how to do this.” - Kaye
Kaye did not have time for mistakes. As an established neuro-anesthesiologist, Kaye brought many instilled strengths to our relationship - discipline, attention to detail, and an understanding of the value of preparation. As a new business owner, there were no bad habits to undo.
Kaye is also an expert on gender inequity in healthcare and a reiki practitioner. Her diverse experience plants her at the crossroads of Eastern and Western medicine. She wanted to take her medical expertise and Eastern healing knowledge to help women through surgeries, and wanted me to help her build her pre surgery coaching business.
Her new business is uncommon - pre surgery coaching - and requires different strategies than a traditional, medical practice. She had established her anesthesiology practice through word of mouth in a small medical community. Now she was going to have to put herself out there on a larger scale through networking, email, social media, and a new website.
“When Kathleen sent my proposal, I realized there's a whole lot of structure that you don't even know about that you have to get familiar with. Some of the best things I learned were time-saving and accountability apps that she taught me to use like Voxer and Asana.” - Kaye
I know Kaye was slightly overwhelmed in the beginning. However once she saw that investment of time in the beginning was going to save considerable time once everything was set up and scheduled, she was all in.
We spent a lot of time upfront on the details and process for Kaye’s offer - things like the discovery process, what she and her client needed for onboarding, and how she would deliver the actual service, including communication during their time together, providing information, and delivery of resources.
We brought in a messaging professional to focus in on Kaye’s message delivery. She helped Kaye see her business from the outside just like her clients would. Kaye learned to talk about her business in a way that others would understand and see the value in hiring a surgical coach.
Then Kaye needed a CRM to handle client documents, such as proposals, agreements, invoices, and questionnaires for the process, and a central place for other client information, like timelines to prepare and surgery-specific information. We settled on Honeybook, which also works for her as the place to keep track of contacts, calls, and follow-up tasks once she starts networking.
Next came a task management system, and we chose Asana. Because she’s still working in anesthesiology, managing her time efficiently is crucial. There’s no time for cutting and pasting agreements and searching her computer for important resources her clients need. She also keeps busy with personal hobbies and needs this new business to run smoothly so she can still enjoy those things.
Then it was time to address her website. We got a few website proposals which offered a range of prices and services. Together we chose the best option and managed the updating process. Now she was ready to hand it over to a professional, who gave her new everything - branding, website, and copy. She’s excited for the upcoming launch of her new site. To read more about Kaye and surgery coaching, visit her website.
Kaye needed to amp up her networking. I wanted her to try different groups and meet new people to expand her network. Networking was eye-opening for her. She met people from around the world and everyone told her they didn’t know anyone else who was offering what Kaye is as a surgery coach.
“I started hearing from a variety of women all over the world, that they never heard of a medical doctor doing anything like this. I realized I need to emphasize that I’m a medical doctor as well as a lifetime energy intuitive and that I’m doing this because it's a unique and I feel much needed service. The more exposure I got, the more people asked when they could start referring people to me because this is amazing.” - Kaye
Content strategy was next, which consisted of blogs twice a month and posting on social media posts two or three times each week. This will keep her connected to people she’s met networking and attract new people. We also focused on her calendar and when she would realistically get this done with her busy schedule.
“Kathleen has a wealth of information about all the little pearls that are timesavers and game changers.” - Kaye
Right away it was clear that Kaye understood the importance of getting her business structure built. She knew that winging it on the daily was not going to work for her. She wanted a clear roadmap and an expert she could trust and rely on for the right answers to her questions.
“You don't know what you don't know. This has been a really positive and beneficial interaction. I've learned a lot and have grown a lot as an individual and entrepreneur.” - Kaye
Like some of my other clients, she chose to continue working with me after the “big” project was done. Now we meet twice a month to keep her on track.
Do you need help organizing your business and staying on track? Schedule a call so we can talk about how I can help.
P.S. Ready to stop spinning in place and get to the other side of your goals? Here are several ways I can help:
Download my free resource Show Your Schedule Who's Boss - these tips and strategies will help you take control of your time. This is the first step in taking control of your business - kathleen-lawson.com/show-your-schedule-whos-boss
Join our next CEO Power Planning Session and spend two and a half hours ON your business. During this facilitated workshop, you’ll set and prioritize your next 12-week goals, break them down into an executable action plan and create a resource plan - kathleen-lawson.com/ceo-power-planning
Schedule a Laser Consult Session. This is a one-time 90-minute session for the entrepreneur who needs expert strategic guidance. Use this time to work through an idea, develop an executable 12 week action plan, streamline or create a process or system, or improve routines around daily and weekly execution. kathleen-lawson.com/laser-consult