Business B2B: Lynne Paterson
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NAME: Lynne Paterson
JOB TITLE, COMPANY: Prakasa Yoga Studio, Goshen
WHEN THE BUSINESS STARTED: November 2009
WHAT YOU DO: I do everything in the yoga studio including teaching, marketing, programming, scheduling, taxes — even cleaning when we are in between work exchange students. I love the diversity of my work. I wear all the hats.
EXPERIENCE: I have over 30-plus years of experience in my field: a professional chef degree from Johnson & Wales Culinary Arts College, two yoga teacher certifications in Anusara Yoga and Flow Yoga.
THE MARKET: Young and old who love to move and who need to move. The first group includes athletes, runners, cyclists, skiers, dancers, etc., because yoga is a fantastic compliment to any physical activity. The second group includes anyone who feels stiff, stressed out, exhausted or has aches and pains. They will benefit the most.
HOW YOU REACH OUT TO IT: Word of mouth, emails, newsletters, Facebook, print, newspapers, local festivals.
FINANCING HURDLES HAVE YOU FACED: We opened Prakasa Yoga Studio when the housing market crashed. The recession has not rebounded as quickly as experts hoped. Last year, we finally felt the constraint of the current economy. But from a larger (yoga) perspective — the universe and everything in it is in a constant state of flux — expanding and contracting is par for the course. So we just learn to “surf” through the ebbs and flows.
KEYS TO SUCCESS: Creativity: We designed and built a one-of-a-kind eco-studio. Everyone who visits remarks at how gorgeous it is. We feel blessed to be surrounded by the quiet woodlands of Goshen and peace and quiet. Quality: We deliver a world-class yoga experience at a local level for a great price. And we diversify our business with music, poetry, workshops, wellness trainings, personal retreats and are now developing online courses and classes.
CHALLENGES: Many people have the notion that yoga is too hard or they are too stiff or too old. So I would say the biggest challenge is dispelling this notion and getting folks out to try yoga for them selves. People of all ages and fitness levels can do yoga safely — with a good —- and truly enjoy it.
MISSTEP YOU LEARNED FROM: Always speak to new students right after class. The few times I got caught up in conversations with my regular students, I missed the opportunity to connect with the new students after class, get their feedback and answer questions.
WHAT OTHERS COULD LEARN FROM YOU: Greet everyone who walks in your door with equality and demonstrate a genuine interest in their life.
WHO HELPED MENTOR YOU PROFESSIONALLY: I do not have a mentor in the usual business sense. I receive inspiration and guidance through my daily meditation practice.
TOP GOALS FOR 2013: Offering new online yoga classes and wellness courses as well as a new course called: “iLEAP: into life empowered and present.” It is our signature Yoga Lifestyle Empowerment Program. So far the participants have raved: they sleep better, they have more energy and their health has greatly improved. This course goes beyond the postures (asana) and breath practices taught in most yoga studios. In fact, there is no asana practice in this course. It is all about learning to sync one’s lifestyle up with nature. Plus, it is a completely drug-free approach to wellness.
ADVICE FOR OTHERS SEEKING BUSINESS SUCCESS: Do what you love. Be both professional and humane.
PARTING THOUGHT: With health care costs skyrocketing and the federal budget out of control now is the right time to take back control of your own health. Get up, get out and get active.
B2B ID is compiled by Janice Beetle, owner of Beetle Press in Easthampton. Beetle Press offers writing, editing and graphic design services. www.beetlepress.com. To suggest a subject for B2B ID, email Beetle at email@example.com.