The Entrepreneurial Nutritionist, Fourth Edition (Point (Lippincott Williams & Wilkins))

The Entrepreneurial Nutritionist, Fourth Edition......Page 1
Title Page......Page 3
Copyright......Page 4
Dedication......Page 5
ACKNOWLEDGMENTS......Page 9
TABLE OF CONTENTS......Page 11
PREFACE......Page 13
EARLY ENTREPRENEURS......Page 15
MY STORY......Page 16
PART I: THE BEGINNING......Page 19
THE ENTREPRENEURIAL EXPLOSION......Page 21
CHANGES IN THE EMPLOYMENT ENVIRONMENT......Page 23
SURVEY RESULTS......Page 25
SUMMARY......Page 28
REFERENCES......Page 29
WHAT DOES IT TAKE?......Page 31
WHY CHOOSE SELF-EMPLOYMENT?......Page 33
MYTHS ABOUT ENTREPRENEURSHIP......Page 34
SIX STEPS TO SUCCESS (11,12)......Page 36
COMMONALITIES IN PRIVATE PRACTICE......Page 37
COMMON QUESTIONS......Page 38
EVALUATING YOUR STRENGTHS AND WEAKNESSES......Page 39
LEAVING YOUR OTHER JOB......Page 40
REFERENCES......Page 43
PART II: BUILDING A STRONG FOUNDATION......Page 45
RELATIONSHIPS ARE THE KEY......Page 47
THE BIG IDEA......Page 48
CRAFTING STRATEGIES THAT WORK......Page 49
PRODUCT LIFE CYCLE......Page 50
THE PROCESSES OF MANAGEMENT......Page 51
GROWING A PRODUCT-BASED BUSINESS......Page 54
BUILDING A MATURE BUSINESS......Page 55
SUBCONTRACTOR OR EMPLOYEE?......Page 56
REFERENCES......Page 60
RESOURCES ON ENTREPRENEURSHIP AND BUSINESS SKILLS......Page 61
DEMOGRAPHICS......Page 62
SUMMARY......Page 65
REFERENCE......Page 66
INTELLIGENCE AND EDUCATION......Page 67
MYTHS ABOUT CREATIVE GENIUS......Page 68
HOW CAN BUSINESSES FOSTER CREATIVITY?......Page 70
REFERENCES......Page 71
CREDIBILITY IS THE GOAL......Page 72
CREDIBILITY SHOULD NOT BE CONFUSED......Page 74
REFERENCES......Page 76
WHO JUDGES ETHICS?......Page 77
WHAT THEN IS ETHICAL?......Page 78
WHAT IS UNETHICAL?......Page 80
MALPRACTICE......Page 82
WHAT IS LIBEL AND HOW IS IT DIFFERENT?......Page 83
ORGANIZATIONS AND RESOURCES......Page 84
WHO WE ARE AND WHAT WE STAND FOR......Page 85
APPEARANCE AND FIRST IMPRESSIONS......Page 86
TACTFULNESS AND MANNER......Page 87
STABILITY AND CREDIBILITY......Page 88
SUCCESS BREEDS SUCCESS......Page 89
REFERENCES......Page 90
NUTRITION THERAPISTS......Page 91
QUALIFICATIONS OF A COUNSELOR......Page 92
VARIOUS APPROACHES ALL “SELL”......Page 95
THE SESSIONS......Page 96
COUNSELING ONLINE......Page 98
THE FUTURE: FUNCTIONAL NUTRITION THERAPY......Page 99
REFERENCES......Page 106
RESOURCES......Page 107
PART III: MANAGING YOUR BUSINESS......Page 109
EXECUTIVE SUMMARY......Page 111
BUSINESS PLAN......Page 113
SIX-STEP OUTLINE FOR BUSINESS PLAN......Page 114
RESOURCES......Page 117
CHAPTER 11: MARKETING DECISIONS......Page 118
MARKETING DEFINED......Page 119
MARKETING STRATEGIES......Page 121
SOCIAL MARKETING......Page 122
SELLING YOURSELF......Page 123
WHAT NOT TO DO IN A NEW BUSINESS (13,14)......Page 124
MARKETING AN INVENTION TO A MANUFACTURER......Page 125
WRITING THE MARKETING PLAN......Page 127
USE THE MARKETING CAPABILITIES OF ADA......Page 129
REFERENCES......Page 130
CHAPTER 12: LEGAL FORMS OF BUSINESS OWNERSHIP......Page 131
FEDERAL IDENTIFICATION NUMBER......Page 132
SOLE PROPRIETORSHIP......Page 133
PARTNERSHIPS......Page 135
CORPORATIONS......Page 137
SUMMARY......Page 140
REFERENCES......Page 141
PERSONAL DISCRETION......Page 142
TRADE SECRETS AND INTELLECTUAL PROPERTY......Page 143
COMMON QUESTIONS ABOUT USING COPYRIGHTED MATERIAL......Page 145
BUSINESS QUESTIONS......Page 149
REFERENCES......Page 150
CHAPTER 14: CHOOSING YOUR BUSINESS ADVISORS......Page 151
LOCATING PROFESSIONAL ADVISORS......Page 152
ACCOUNTANT OR CPA......Page 153
PUBLIC RELATIONS, MARKETING, AND ADVERTISING CONSULTANTS......Page 154
REFERENCES......Page 155
INITIAL INVESTMENT......Page 156
SOURCES OF FINANCING......Page 157
LOAN PACKAGE......Page 158
MANAGING MONEY......Page 163
OFFERING CREDIT CARD USAGE......Page 164
COLLECTION......Page 165
BUDGET......Page 166
TAXES......Page 168
BUYING/SELLING AN ONGOING PRIVATE PRACTICE......Page 169
INDEPENDENT CONTRACTOR OR EMPLOYEE?......Page 171
REFERENCES......Page 172
IMPORTANCE OF WORKING CAPITAL......Page 173
OFFICE SPACE......Page 174
OFFICE AGREEMENTS......Page 177
INSURANCE......Page 180
OFFICE SUPPLIES......Page 181
EQUIPMENT AND FURNISHINGS......Page 182
SUMMARY......Page 183
PRICING STRATEGIES......Page 184
COMMON QUESTION......Page 185
FEE STRUCTURES (3,4)......Page 186
FEES IN DIFFERENT SETTINGS......Page 187
COMMON QUESTION......Page 192
REFERENCES......Page 194
TYPES OF PAYERS......Page 195
MEDICARE BASICS: AN OVERVIEW......Page 196
MEDICARE MNT REIMBURSEMENT......Page 199
RESOURCES......Page 207
WINNING NEGOTIATIONS......Page 208
STEPS IN NEGOTIATING......Page 209
SELLING......Page 210
PROPOSALS......Page 212
AGREEMENTS......Page 213
COMMON QUESTION......Page 214
REFERENCES......Page 217
CREATING AN EFFECTIVE OPERATION......Page 218
COLLECTING FEES AND ENDING A SESSION......Page 220
COMMON QUESTIONS......Page 221
SUMMARY......Page 223
PART IV: TAKING YOUR IDEAS TO MARKET......Page 225
MARKETING A SERVICE: COUNSELING OR MANAGEMENT......Page 227
PROMOTION......Page 228
BRIEF OVERVIEW OF PROMOTIONAL TOOLS......Page 230
FREE PROMOTION......Page 236
PAID ADVERTISING......Page 238
KEEPING CUSTOMERS......Page 241
RESOURCES......Page 244
COMMON USES OF EMAIL......Page 245
INFORMATION THERAPY FOR PATIENTS......Page 246
SEARCHING THE WEB......Page 247
OTHER INTERNET SEARCH HELPERS......Page 248
WEB AND VIDEO CONFERENCES......Page 249
SUMMARY......Page 251
REFERENCES......Page 252
DO I NEED A WEBSITE?......Page 253
WEBSITE COMMUNICATION APPLICATION......Page 254
WHO WILL DESIGN THE SITE?......Page 255
WILL EVERYBODY KNOW MY NAME?......Page 257
I HAVE AN ADDRESS, BUT WHERE IS MY HOME?......Page 258
WHAT SHOULD MY SITE LOOK LIKE?......Page 259
ELEMENTS EVERY WEBSITE SHOULD HAVE......Page 262
ARE THERE OTHER ISSUES I NEED TO BE CONCERNED WITH?......Page 267
MAINTENANCE AND REPEAT TRAFFIC......Page 271
THE LAST STEP......Page 272
SUMMARY......Page 274
RESOURCES......Page 275
SEARCH ENGINE OPTIMIZATION......Page 277
PROMOTION METHODS: MORE TIME BUT LOW COST......Page 282
PROMOTION METHODS: LOWER COST......Page 286
RESOURCES......Page 290
PART V: DEVELOPING YOUR PROFESSIONAL PRACTICE......Page 291
CONSULTING IN LONG-TERM CARE......Page 293
SUMMARY......Page 297
RESOURCES......Page 298
FOOD AND CULINARY PROFESSIONALS......Page 299
COOKING DEMONSTRATIONS......Page 300
RECIPE DEVELOPMENT AND TESTING......Page 301
RECIPE WRITING......Page 306
NUTRIENT CALCULATIONS AND ANALYSIS......Page 310
CREATING MENUS......Page 312
COOKBOOKS......Page 313
RESOURCES......Page 316
WHY WRITE?......Page 317
THE COMPUTER AND WRITING......Page 318
FINDING A MAGAZINE OR NEWSPAPER PUBLISHER......Page 319
SELLING YOUR IDEA......Page 320
WRITING YOUR MASTERPIECE......Page 323
SELF-PUBLISHING......Page 325
ABOUT THE AUTHOR......Page 328
RECOMMENDED READING......Page 329
PRACTICE MAKES PERFECT......Page 330
BYLINES AND PROMOTION......Page 332
PLANNING YOUR STRATEGY......Page 333
MEDIA SPOKESPERSON TOURS......Page 336
SUMMARY......Page 337
RESOURCE......Page 339
WHAT KNOWLEDGE AND TRAINING ARE NECESSARY?......Page 340
WHO ARE THE CLIENTS?......Page 343
CONFIRMED HEART DISEASE......Page 345
RESOURCES......Page 346
WHAT IS WELLNESS?......Page 348
MEASURABLE RESULTS......Page 349
CORPORATE WELLNESS PROGRAMS......Page 350
WINNING A NUTRITION POSITION IN WELLNESS......Page 351
WHY WELLNESS PROGRAMS FAIL......Page 352
MARKETING AND PROMOTION ARE MUSTS!......Page 353
REFERENCES......Page 355
CHAPTER 31: CONTINUED COMPETENCY......Page 356
SUGGESTED RESOURCES......Page 358
INDEX......Page 359