Introduction	I
Letter from the Author	I
New Profit Center Opportunities – 2014 & Beyond	IV
Chapter One: Building a Business	1
Basic Business Management	1
Marketing & Promoting a Practice	2
Practice Marketing Metrics	16
Business Plans	21
Annual Marketing Plans	25
Branding Strategies	37
Networking	44
Mystery Shopping	52
Human Resources	54
Staff Sales Programs	57
Chapter Two: Specializing a Business	74
Ethnic & Niche Markets	75
Building a Medical Spa in with Your Existing Practice	79
Marketing Your MedSpa	86
Private Labeling	115
Branded Skin Care	122
Chapter Three: Lights, Camera, Action – Staging & Hosting Events	127
If You Can Stage a Wedding, You Can Pull Off Any Event	127
Chapter Four: The Write Stuff	139
Branding & Communicating Your Message	140
Public and Media Relations	144
Social Networking	147
Ghost Writing	171
Books & Digital Resource Guide Books	179
Appendix	203
Appendix One: Event Checklist	204
Appendix Two: Event Planning – Define Your Event	210
Appendix Three: Mystery Shopping Checklist	213
Appendix Four: Secret Shopper Call Questions	218
Appendix Five: Beautiful Forever List of Services, 2014	220

Beautifully Profitable

Forever Profitable

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Basic business marketing, metrics, management, media relations and sales coaching
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How to host PROFITABLE events every single time

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Beautifully Profitable