leading successful retreats
Post on 17-Jul-2015
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Workshop Agenda ONE An overview of the retreat business ü A sense of purpose ü Who can lead a retreat?
• Key factors of success • Main reasons for fiascos
ü Your first steps in the retreat business
TWO Planning your retreat into detail ü Retreat finance 101 ü Figuring out the logistics ü Marketing & Sales ü Planning & Follow up phase
THREE Execution Phase: leading the trip ü The role of the teacher in the art
of retreat ü Creating chemistry ü Wrap up FOUR Q&A + Discussion
A sense of purpose
ü Sharing the joy of adventure – The journey is the destination
ü Expanding horizons – Encountering a new culture – Discovering yourself through others
ü A journey deep into yoga and meditation ü A well deserved R&R
– Press the Reset key – Let beauty show you what the present moment is
ü Planting the seeds of wellbeing
ONE I Overview
Life begins at the end of your comfort zone
Who can lead a yoga retreat? ü Minimum following base? ü Is your community ready to follow you? ü Co-leading a retreat with a partner? ü Still hesitating?...
– Take a leap of faith – And work hard to make it happen
ü Success stories – Connie & Jodie (ID) – Jessie & Jenn (IL) – Jaime (WA) – William (CA)
ü Flop stories – Note to self: Don’t mention names
ONE I Overview
Key Factors of Success
ü Have Experience & Drive – Steep learning curve
ü Be enthusiastic go-getters ü Show solid PR & Promotion skills ü Know how to design appealing content for
their retreat ü Keep their retreat open to all levels of yoga ü Start selling up quickly
– Take bookings early, the earlier the better
ü Keep their bottom lines in mind ü Collect non refundable money early ü Create firm commitment from students ü Leverage on their community awareness
ü Express their own style of leadership ü Set a goal or an intention for the week ü Organize and communicate efficiently
– With their guests – With the staff on-site
ü Adapt to new situations with an open mind ü Address issues in a constructive approach ü Give and take feedback ü Know how to relax ü Support their guests when needed ü Don’t get stressed out by overwhelming
students ü Close their retreat with a farewell ceremony
ONE I Overview
BEFORE
Successful group leaders tend to:
DURING
Main reasons for fiascos
ü Overconfidence – Past experience
ü Excessive ambition – Hope for the best but plan conservatively
ü Group leaders with many balls in the air – Retreat planning sidelined
ü Lack of ownership of the project ü Inadequacy of offer with students
– Dates & Availability – Price tag vs purchasing power of students
ü Lack of proper marketing and sales efforts ü Poor closing
– Many maybes, not a single yes ü Mismanaged payments ü Wrong management of cancellation policy ü Group leader doesn’t read the contract
ü Awkward group dynamics - Bad chemistry - Age or background difference between guests
ü Troublemaker guest affects ambience ü Cultural gap with local customs ü Nega?ve aAtude ü Poor adapta?on to unforeseen situa?ons
- Weather - Emergency, accident - Illness, injury
ü Wrong expecta?ons - Guests who don’t read emails and website properly
ü Inefficient communica?on with guests
ONE I Overview
Some?mes it doesn’t work out. Why?
BEFORE DURING
Your first steps in the retreat business
ü Research – Finding the right venue: – Lodging – Food – Yoga facilities – Spa, excursions & additional activities
ü Know the truth, then go – Customer reviews – Word of mouth – Trust your community
ONE I Overview
A world of des?na?ons: design your dream experience
ü How to find a true solid partner – Look for service & support – Ask many questions – Be specific on your requests and your expectations – Focus on details – Pick an ally you can trust
ü When to run your retreat? – Dates & availability
• Your own • Your students
– Seasonal pricing: perks you should consider
ONE I Overview
Your first steps in the retreat business
Getting the numbers right ü Set your financial goals
ü Don’t set the bar too high: allow yourself a learning curve ü Profits are directly linked to the number of participants you get ü Average: $450-$500 gross income per participant for the retreat leader
ü Profits & Losses: Find your break-even point ü Break-even point: revenue = expenses ü Expenses:
ü Teacher’s transportation ü Teacher’s lodging + meals (when not complimentary) ü Marketing costs ü Opportunity cost of void classes back home
TWO I Finance 101
• Example #1, you get less than 10 students • Break-even math:
– Expenses: • Teacher’s travel expenses: $700
• Teacher’s lodging + meals (when not complimentary): $300 x 7 = $2,100
• Marketing expenses: $300 • Cost of opportunity: $0
• Total costs: $3,100
– Revenue: • Income per student: $500
• 7 students join you: gross income: $3,500
• $3,500 > $3,100
• Your revenue exceeds your expenses as soon as you get 7 students to join your retreat
TWO I Finance 101
Find your break-even point
ü Example #2: you get 10 students or more ü Break-even math:
– Expenses: • Teacher’s travel expense: $700 • Teacher’s lodging + meals (complimentary as soon as you bring 10
students): $0 • Marketing costs: $300 • Cost of opportunity: $0 • Total expenses: $1,000
– Revenue: • Gross income per student: $500 • 10 students join you -> gross revenue: $5,000
ü Your net income is: – $5,000 - $1,000 = $4,000
TWO I Finance 101
Find your break-even point
TWO I Finance 101
Find your break-even point
ü Risks to consider: – The risk of losing a little money – Any risk related to traveling to a foreign country – Risks of practicing yoga and other physical activities
ü How to mitigate them? – Understand the terms and conditions of your reservation – When well informed, your risk is less
ü Retreat center policies: – Deposits / Cancellation policy – Group rates (inclusions) – Teachers' benefits – Payment Calendar / Reservations method
ü Negotiation in a nutshell – Win / Win – Alternatives to a deal
TWO I Finance 101
Get the whole picture
ü Estimate flight fare ü Package Pricing for your students
– Do the math: • Lodging & meals cost
• Airport shuttle
• Gratuities? • Inclusions?
– Add your fee – Get final numbers per type of lodging (dorm, room, suite) – Compare numbers to your students’ purchasing power
ü Getting peeps excited: Engage your community ü Before you fully commit to the retreat center
– Get feedback on price and dates – Get commitment from students
TWO I Finance 101
Figure out pricing
ü Example #1 – 7 night double occupancy Petite
Suite: • Lodging & meals: 7 x $190 =
$1,330 • Airport shuttle: 1 x $100 = $100 • Gratuities: discretion of the guest
on check-out • Inclusions: to book on site
– Add your fee: $500 ü Retreat price for guest: $1,930
– Estimate flight fare: $570 • not included in package
ü Total investment for your student: $2,500
ü Repeat math for other lodging types
TWO I Finance 101
Figure out pricing
ü Sign a contract – Importance to have everything in writing
ü Know your destination – Importance of a familiarization trip and a site
inspection – Air travel: do's and don'ts – From the airport to the retreat center – Scheduling and timing your week retreat – Visualization and manifestation
TWO I Trip Logistics
Logistics for newbies
ü Set your Marketing Mix: ü The right Product sold at the right Price in the right Place using the most suitable Promotion
ü Product: ü Phrasing your concept right
- Sea, sun, yoga & margaritas - Retreats with a promise of transformation
sell better - There needs to be a pay off:
• Peace, health, wellness… • Not just come and join us for a week of yoga
on the beach
ü Price: - You already tackled that when you did the
numbers - Round up numbers, make them user
friendly - Use discounts:
• Early bird • Referral rebates
ü Place: - Your classes - Your studio - Your website - The retreat center’s website
ü Promotion techniques: ü Find the right one for your crowd
- Social networks - Email marketing - Leaflets, postcards, printed goodies - One on one sales - Group sales:
• Savasana inductions • After class information groups about the
retreat
TWO I Marketing & Sales
Marketing strategies to intrigue
ü Selling is fun – Believe in your dream retreat value
– Why it’s worth every dollar
– Plant a seed: the power of suggestion
ü Start the process early ü Retreats sell well at the beginning not
last minute – Early birds discount create immediate cash
flow
– Your early students will bring you more guests • Snowball effect -> valuable momentum
– Easier and cheaper to book flights way ahead
– The more the merrier • Everyone wants to go where their peers are
going
TWO I Marketing & Sales
Sales: dig up your salesman briefcase
ü Getting to yes: talking to intrigued guests
– Be genuinely interested in the needs and obstacles of this guest
– Dissolve shyness
• Yoga level,
• Awkwardness,
• Sense of belonging
ü Engage the core of your community
ü Get firm commitments: 5 yes are better than 25 maybes
– Collect non refundable money early
– Lock out alternatives
ü Collect payments – Stick to the schedule
ü Guide your guests in next steps of planning their trip ü Answer FAQs ü Back & forth with the retreat center
– Create a relationship with them
ü Start planning your classes… – Theme and focus for the week? – Varied Content
• Challenging classes • Deepening practice • Workshops for specific poses • Introspection, meditation? • Restorative
ü … and scheduling your week – Be precise but allow improvisation – Leave plenty of free time for your guests and for you!
TWO I Plan & Follow Up
What to do meanwhile
ü Last minute details: – Send a packing list
– Send thorough instructions on what to expect at the airport and at the retreat center
ü Dealing with the stress of travel – Breathe and be present
– Sh** will happen, accept it
– Tension will be released, the second day miracle
ü At destination: – Greetings and gathering: let the joy blossom
– Orientation
– Addressing concerns, solutions to issues
THREE I Execution Phase
Let the adventure begin…
ü Communication is key – Do what you say, say what you do
– Confirm with every one
– Use whiteboards
ü Creating group dynamics: let the magic happen – Remember your intentions
– Invite everyone to indulge into a well deserved treat
– Include daily challenges
– Let go & Have fun
ü Addressing guest problems: you're in the service industry – Dealing with difficult guests
– Keeping an open mind
– Adapt to new situations
THREE I Execution Phase
As the week goes by…
The teacher in the art of retreat
ü The right amount of yoga: sequencing those 13 classes – Select the right curriculum – Beware of the increased intensity
ü Meeting everyone where they are ü Deepening interest in yoga: engage people in their quest for a
healthier life ü Shift of energy: An opportunity for new teachings, readings and
sharing ü Contemplate, meditate, relax, an opportunity for deep rest and true
healing ü Ordeals have a silver lining: empathy & reconciliation ü Fun, friends, & party! ü Strengthening bonds with your students
THREE I Execution Phase
Wrap it up ü Go over your experience and invite students to share
– An opportunity for gratefulness – Set goals and visualize coming back to reality on a smooth way – Take and share pictures
ü Don't forget your bottom line: Engage people for future events: – Next retreats – Teacher training programs – Regular class schedule
THREE I Execution Phase
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