Today, there are a lot of opportunities for making money in the “green” sector. That doesn’t, however, mean that all opportunities are created equal. Discerning between which opportunities might work for you and which might not can be difficult. Opportunity World and Money ‘N Profits recently had the opportunity to speak with Crystal Wiltshire, Marketing Manager for OnlyGreen and Michelle Lea, onwer and operator of the Michelle Lea Massage Therapy Inc. franchise to get the big picture on going green.

Opportunity World (OW): What do you think makes for a successful business?

Wiltshire: A successful business hinges equally between offering the best possible products and providing right support and training for the people who are going to be representing your company.

Lea: We believe our success started with a realistic financial foundation.  We didn’t purchase allot of the “bells & whistles” such as top of the line stationary, fancy “hip” furnishings and décor.  We bought quality second-hand furniture and were even blessed with having a lot given to us.

OW): How are franchisees selected?

Wiltshire: Franchisees, distributors or sales reps should all be selected and encouraged based on their level of determination and tenacity for getting involved. You want your company to be represented by people who are passionate about the products you carry and the industry you are in.

Lea: Everyone must complete the same application process as most franchises.  We want to make sure each franchisor would be proud to have the other in our company.   Ultimately we become like brother and sister clinics so we cannot have one bad apple ruin it for the rest.  We instill the rules of recycling, the use of energy efficient washer/dryers, energy efficient lite-bulbs.  We express the importance of this before an applicant even applies to our franchise.

(OW): What should people know before starting in this market?

Wiltshire: The best advice for starting out is to make sure that you have a product line you can stand behind. Particularly starting out in the environmental industry many customers as well as sales reps are critical of what is being offered and will want to know everything they can. These products have to be items that they can trust.

Lea: The massage and holistic all natural healthcare industry is a very lucrative business to get in.  During this recession our clinic has done very well.  This goes to show that people still hurt and are looking to all natural means of healthcare.

(OW): What education, skills or licensing is necessary to be successful?

Wiltshire: If a business opportunity is flexible enough, the skills needed to be successful can vary widely. A direct selling company, for instance, should be versatile enough to offer various methods of selling as well as a fairly extensive training program to arm their sales reps with. This opens the opportunity up to many people who may not possess traditional sales skills, but can still promote the products in a way that they are comfortable with.

Lea: You don’t have to be a licensed therapist to own your own clinic but you do have to know the local and state laws and have some managerial experience in running an office.  We train franchisees in every aspect of the company from minor book keeping to payroll, scheduling appointments; even how to fold massage sheets.

(OW): What should new owners expect when starting out?

Wiltshire: New business owners should expect a lengthy period of growth and learning to iron out any kinks and adjust your business opportunity as needed. This time may be frustrating in the beginning, but is necessary and will help to make your company stronger.

Lea: Have patience, it’ll take a while getting your name out but we’ll be by your side every step of the way.  We provide you with marketing slicks and ongoing training and support before you even open your doors.  The good thing to understand is that this is your business and if you only give 50% you can’t expect 100% return.

(OW): How does your franchise stand out from the competition?

Wiltshire: What sets us apart from other direct selling opportunities that may be looking at going green is that we focus solely on offering products that are environmentally friendly, with no exceptions. We also offer the full lifestyle of alternative product choices. We have an education first mentality and inform consumers through our talented team of EcoAdvisors.

Lea: We are the first and ONLY truly holistic all natural healthcare and not a spa.  Our franchise prices are allot more affordable for the “new business owner” that doesn’t have allot of capital but appreciates and wants to be involved in the industry.  We don’t dictate and require the “exact” décor (we do have some guidelines) but we help you set up affordably so you can put your money into what actually will help your company grow instead of the fancy “bells & whistles”.  We’ve also created the size of the “foot print” more realistic so when you grow, you can multiply.

(OW): What types of marketing tools are crucial for a successful business in this niche?

Wiltshire: Education and knowledge are the most important tools to have when looking to market your company in this industry. It is critical to have members of your executive team who understand the industry and who can give the company credibility as leaders in the marketplace. This is especially vital when dealing with franchisees, distributors or sales reps, as they will look to the company to be an example.

(OW): What is the future of this market?

Wiltshire: The future of the green market lies with the innovative products that are constantly being developed. Manufacturers are coming up with creative ways to convert everyday items into eco-friendly alternatives in every product category. Going forward, we will likely see more and more consumers making the switch to go green as a natural change and with very little disruption to their current lifestyle.

Lea: VERY STRONG….everyone deals with pain and the insurance companies are starting to recognize it as an actual healthcare modality.  I was told from a few insurance companies that our clinic model was one of the few “recognized” by insurance.
The fact of the matter is that everyone hurts.  During this recession, I’ve seen allot of businesses go under and/or hurt badly; ours hasn’t missed a beat.  Again, everyone hurts; folks are looking at natural means to dealing with major stress that manifests itself into pain.   Folks of all ages use us, because they know it works.  They know its natural and its not frivolous spending.  I’ve had my own clients tell me they’ve cut out getting their hair or nails done and do it themselves so they can afford their massage.  They actually put us in their monthly budgets! 
It humbles me and I’m grateful they think of us that way.

(OW): What is a trend you see in the market today? How can start-up businesses incorporate this trend?

Wiltshire: A major trend in the market today is viral marketing. Companies are finding more resourceful methods for getting their message out and are utilizing much of the newer media to do so. Start-up businesses can get on board with this trend by integrating a more creative marketing plan that includes online tools such as social networking sites, blogs, microsites, etc.

Lea: More folks are taking an active role in their healthcare and want to do so naturally.  Not to mention the baby boomers need this and if for the very least it’s a reprieve from the stress we’re under as a nation.