Laurie Leiber
Article Archive
The first article in this two-part series explored the role of product and place, two of the classic four P’s (see the April 2011 issue of IDEA Pilates Today). This time I’ll discuss price and promotion, as well as the fifth P—privacy—an important consideration for a home-based enterprise.
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The current tough economic climate only adds to the attraction of starting a home-based business. Working from home means you have no lease to sign, no rent to pay and no commuting costs. But even without these out-of-pocket expenses, starting any business requires an investment of time and effort. Launching a home-based Pilates practice almost 3 years ago during the worst economic downturn since the Great Depression was my first attempt at running a business.
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Pilates instructors everywhere will soon
say goodbye to many of their best clients for all or part of the summer. Peak
travel months can be quiet ones for Pilates studios because many of the people
who can afford private Pilates instruction can also afford to explore the
world. How you prepare for this inevitable summer exodus has implications both
for the well-bein…