Carolyn Cohen
1. Tell us about yourself – What is your educational and professional background (schools, degrees, jobs that led you to your current endeavor, location)
BA Psychology, Arizona State University, 1993
Master of Science in Traditional Chinese Medicine, American College of Traditional Chinese Medicine, 2002
After college, I worked in the field of social work but was quickly burning out. I sought Acupuncture for help with a chronic health issue and found great relief. Suddenly I was healthy and turned on to a new career path! I had massaged my friends informally for years and they encouraged me to go professional. I took workshops on massage and then completed my certificate for Swedish & Chinese sports massage as part of the acupuncture curriculum at ACTCM. I had also been practicing yoga consistently since 1993. When I graduated with my Master’s, I depended on my massage income while developing my acupuncture practice. Before I received my license, however, I took a well-needed vacation to Thailand, where I learned Thai massage.
As a massage therapist and anatomy geek, I’d long understood the therapeutic applications of yoga and offered yoga recommendations to my clients. I put all that knowledge to work in 2006 when I received my yoga training certificate. Also, a year prior, I collaborated with three other people to create a blended partner yoga practice called AcroYoga. Through that work, I co-led trainings, taught workshops in Europe and Asia, and became very comfortable in front of groups, teaching and (sometimes) performing.
2. How did you first get started in your industry? What are you most passionate about in your line of work?
When I returned from Thailand and started my practice, I had three modalities that I was very familiar with, which happened to all support the others. Getting started in the healing industry was just a sure thing, as I’ve always had a caring, giving, connected way of interacting with people. I take great pride in developing rapport with clients, earning their trust, and being fully present to whatever they are going through. My psychology background has definitely been put to good use. Helping people feel better in their bodies and in their lives is my greatest reward. With my yoga and AcroYoga teaching I also have the satisfaction of teaching people how to feel good/take care for themselves (like the proverb about teaching a man to fish :). So I’m able to treat people with my knowledge and also teach them techniques for self-care. Plus it’s fun! Relationships are what this life is all about for me; my work is thus very fulfilling because I am receiving their good energy as I am giving mine.
3. What was your deciding moment, when you decided to open your own business?
When a friend/colleague and I were planning to open a holistic center together and the deal went sour! I thought, I could try again with someone else, go to work in an established clinic or chiropractors office, or do my own thing. An acupuncturist who had a small, single office was moving away and wanted to pass on her space and some of her clients (she wasn’t trying to sell her business though, so it was super affordable to step into). The finances made sense for someone just starting out, so I said YES.
4. Pros of business ownership
Creative and financial control, flexible schedule, ownership, ie, creating a business that can have a life outside me, rather than just contributing to someone else’s vision.
5. Cons of business ownership
Creative and financial responsibility (!), no sick pay/vacation pay, some amount of fluctuation with economic stressors (some people will say they can’t afford holistic services, other people make it a priority as their stress increases).
6. Any mentors that helped you get started/stay on the right track or create your vision?
I’ve kept a close eye on a few friends from acupuncture school to see how they’ve found their niche… The women who started and own International Orange are incredible in their vision, fortitude, creativity, and compassion… A teacher from acupuncture school was a valuable professional mentor… A friend who bought a yoga studio a few years ago has shared a lot of her learning curve with me…
7. Is your current company still representative of your original vision?
Even more so! I’ve recently taken the biggest step yet in my career: opening a healing arts space that houses my work with private clients as well as space for workshops, classes, and a small retail section.
8. Is there anything in the beginning stages of your business that, in hindsight, you would have done differently?
It’s been a journey and at the beginning I had no idea that this is where I’d be. Massage and yoga were things I enjoyed and practiced but hadn’t intended to go professional until urged by friends/teachers. Acupuncture was just a logical next step away from social work. AcroYoga literally fell into my lap. At this stage they all fit together wonderfully, but in earlier times I wondered if I was stretching myself thin. The only think I would have done differently is to take an externship in China while I was in school. But as for setting up my business, I wouldn’t change a thing!
9. What have you done to get new clients and retain existing clients?
The internet has been amazing. Yelp is a fantastic referral source for me, given that I have an excellent rating and the number of practitioners in my area is somewhat small, so my listing shows up at the top of searches. My website is well done and represents me accurately, which funnels to me the people who will most resonate with my work. I also rely on printed flyers and one print ad.
So far my main retention strategy has been hooking them on my services from the get-go! From time to time, I’ll offer incentives. I also stay in touch with clients via email, facebook, and e-newsletters to remind them of what I do and to inspire them with helpful holistic information (no strings attached).
10. Any tips you have for budding entrepreneurs?
I heard this at a Yoga of Business workshop: don’t run out of cash. Although it varies depending on how large the start-up costs are, it’s really a good thing to remember. Sometimes it can take 6 months to a year to make money, so if you run out of cash in month 3 because the economy crashed, you need to be able to stay afloat until your clients return. Family loans can be helpful, but be sure to document well and treat the loan as if it came from a bank. If you can keep your ‘day job’ while starting up, that can work, depending on how much of your physical/mental resources you need to apply to your start up.
Get support. Involve your community, complementary businesses (for networking points), and even colleagues (‘know your competition’… also I just think life is nicer this way). Get input so people get excited about your business and feel like they are a part of it.
Don’t be afraid to fail or to have things be less than perfect – it’s just a part of learning. Accepting those moments gracefully, and knowing you can start again, is key.
Take care of yourself. There’s always more to do; find the ability to stop and just relax. Stay in balance to keep perspective.
