http://www.xinalaniretreat.com/

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

http://www.planners.xinalaniretreat.com/

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