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Oliviatsu: Shiatsu Energy Massage with Olivia

I am a board certified shiatsu massage therapist who discovered the benefits of shiatsu after taking the beginning shiatsu program at the Ohashiatsu Institute in Ellicott City, Maryland. After five days receiving and giving shiatsu, I returned home to bowl in my league. While bowling, my movements were fluid, easy, and powerful. It was as though I was dancing to the line with a ball in my hand. That day I bowled the highest set in my life, setting the house record for a female. I bowled games of 256, 268, and 232 for a three-game series of 756. I have been studying shiatsu ever since.

I received additional training at the Shiatsu and Healing Center in Potomac, Maryland. I also have training in Swedish massage, Reflexology, and Thai Yoga Massage. I am also a Reiki master. I practice Qi Gong, Tai Chi Chuan, and Shotokan karate. I hold a Bachelor of Arts degree in writing/english literature with a minor in business administration.

Oliviatsu is a home-based massage service business that I started in 2000. The client wears loose-fitting comfortable clothes, long pants, no shorts, cotton socks, and no perfume or cologne. The treatment usually begins with an assessment of the abdominal area to determine the particular needs and condition of the client. As the session progresses from head to toe, specific pressure points are used. Each session is tailored to the needs of the client, and combines shiatsu (Japanese acupressure), Swedish (long strokes), reflexology (acupressure points on the feet), Thai Yoga (assisted stretching), and Reiki (energy treatment).  The warmed massage table is located in a relaxing atmosphere with subdued lighting, relaxing music, aromatherapy, and ocean-wave sounds.

My education: Alumni of Towson University, University of Baltimore, and (HBCU) Morgan State University student.

 

Business Model

The aim of developing a business model is to capture the essence of your business and how you will make money. It consists of decisions in six key areas, and the decisions in each of these six areas must be consistent with one another. The model serves as a snapshot of the status of the business. Before the model is provided, an explanation of the approach is warranted. The six key components are: the entrepreneur’s value proposition, the target customer, internal processes and competencies, sources of differentiation in the marketplace, how the  firm makes money, and the growth and time objectives of the entrepreneur.

  1. How will your business create value?
  • This first question is concerned with the value offering of the firm which focuses on what is being sold, and how it is produced and distributed.
    • Individual sessions are offered for one-half hour for $50, one hour for $70 and $90 for one hour and one-half.
    • Discount packages of sessions in three, five, seven, and ten sessions
    • Massage parties.
    • Gift certificates
    • Outdoor sessions

These services are distributed directly by me to the client.

2. For whom will the firm create value?

  • The question focuses on whether the firm will principally sell to consumers (b-to-c), businesses (b-to-b), or both.
    • Oliviatsu operates in a business-to-client (b-to-c) market that operates locally.
    • The niche market that I would like to attract are people with disposable income and seniors.
  •  

3. What is the firm’s internal source of advantage?

  • What do you do best? The term core competency is used to capture a set of skills that enables the firm to provide a particular benefit to customers.
    • I made this business into my own by offering a one of a kind service that blends five energy therapies into one that relieves a host of conditions:
  •  
Grief Joint Pain Sprains & Strains Headaches Neck & Shoulder Stiffness
Menstrual
Dysfunction
Synovitis
Fatigue
Insomnia
Stress
Anxiety
Sinus
Congestion
Flexibility
Poor Circulation
Muscular Tension
Fluid
Retention
Digestive
Disturbances
Backache
Muscular
Dystrophy
Shiatsu is a form of Japanese acupressure that works with the body’s energy to promote self-healing. Pressure point massage is applied with thumbs, fingers, palms, elbows, and knees.
Swedish Massage uses firm, regulated pressure and long strokes to release muscle knots and tension in the body. This combination is particularly effective for easing tired backs and limbs.
Reflexology applies direct pressure on acupressure points on the feet which correspond to specific regions of the body. This treatment promotes well-being and increases the flow of energy in the body.
Thai Yoga Massage uses a combination of gentle rocking motions, rhythmic acupressure, and assisted stretching that serve to deeply relax and revitalize your body and mind. Benefits include increased flexibility, relieved joints, eased muscle tension and balanced body energy.
Reiki (Chakra Energy Balancing) uses little to no pressure to bring your body into balance. This ancient art of body work promotes restful sleep, alleviates stress, and heals your mind and body.

4. How will your business differentiate itself from competitors?

  • Explain how you are different. Sustainable strategic positions tend to be designed around one of the following five bases of differentiation: operational excellence, product quality/selection availability/features, innovation leadership, low cost, or intimate customer relationships/experiences.
    • I offer an intimate customer experience that leaves clients feeling energized and as though you are floating.
    • Immediate results last up to 48 hours.

 

5. How will your business make money?

  • A core element of the firm’s business model is its profit or economic model. The economic model considers how we capture revenue–the number of revenue drivers and whether the revenue sources are fixed or flexible.
    • Oliviatsu currently experiences a very low volume of revenue since I face restrictions that come with being the sole operator who delivers the service.
    • I rely on word of mouth to get new customers.

6. What are your time, scope and size ambitions for the business?

  • How big a business does the entrepreneur aspire to create? Here, the business model must capture the entrepreneur’s objectives and ambitions.
    • Oliviatsu aspires to maintain a subsistence model where the goal is to survive and meet basic financial obligations.
    • I want to keep my business limited to a select few loyal customers.

 

 

The business model can be summarized as follows:

How will the firm create value? (factors related to what you sell)
  • Offering: primarily services
  • Offering: some customization
  • Offering: narrow line
  • Offering: shallow lines
  • Offering: individuals you partner with
  • Offering: service delivery
  • Offering: volume they can handle
  • Offering: direct distribution
Who do we create value for? (factors related to your customer)
  • Type of customer: b-to-c
  • Local market
  • Niche market
  • Key market segments focused upon
  • Relational customer     
What is our source of competence/key skills? (internal capability factors)
  • Creative or innovative capability
How do we differentiate ourselves? (competitive strategy factors)
  • Intimate customer experience
How do we make money? (economic factors)
  • Volumes: low
  • Margins: low
  • Operating leverage: low
  • Revenue drivers: 5, fixed pricing
What are our time, scope and size ambitions? (growth factors)
  • Survival model

Conclusion:

In conclusion, the business model provides a solid foundation in terms of getting the business up and running. However, some adjustments need to be undertaken to ensure its survival.

After assessing the business, my main concern is how to make the business visible since I lack competency in using social media. I plan to learn how to set up a webpage, set up an appointment calendar, and be able to accept credit card payments.
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