Allyson Caffell discusses the harsh realities of independent practice ownership, why it’s ultimately worthwhile and how an optical dispensing qualification gave her the confidence to take the plunge.
After starting an optical career in 1998, I spent the first 15 years working for an independent and then a chain store in reception, but decided to further my skill set with a Cert IV in optical dispensing. Upon completion, I had new knowledge, lots of ideas and heaps of motivation, which I tried implementing right away.
I was quickly shut down and thought to myself: why did I waste all of that time and effort? Disheartened for a while, I eventually emerged from my slump and wondered if I could go into business for myself?
So that’s what I did, opening Northam Optical in Western Australia and I’ve never looked back.
I have now been open for 11 years and trust me there have been challenges, COVID-19 just to name one. As many dispensers and front-of-house staff will know, the biggest hurdle was stock control, and so was tax payable, but with great advice from my accountant, I overcame my taxation problem.
I recently entrusted the help of Ms Joanne Scott-Dostine, a commercial manager for Optipro, with my stock control. Having been in the practice for more than 10 years, with no stock management plan, it is fair to say, my stock levels were not only out of control, but I also had no consistent price strategy. She helped me rein in my buying and create a pricing structure that myself and all staff now can follow.
I have just recently moved location, from renting to now owning. This was a decision not made lightly but am glad the opportunity arose. The premises I was renting came up for sale, having rented there for nearly 11 years and knowing not a lot of maintenance had been done, my husband and I decided against purchasing it. Instead, we found a store in much better condition and location. Talk about a challenge, relocating is just as hard as starting up a new store.
“I encourage my staff to undertake the Cert IV in optical dispensing, because I want my business to be the best it can be.”
Changing provider numbers, HICAPS information, internet, phone numbers, not to mention changing trade account details. We were closed for three weeks and spent every single day setting up.
For ambitious optical dispensers wanting to open their own store, here are some things to consider:
• Have a clear plan and budget, and stick to it. Changes will not only blow your budget but your timeline as well. You will need trusted tradespeople who know your time frame and are on board to have their part done in time for the next tradesperson to arrive.
• Talk to someone like Joanne from Optipro about a stock management plan; it will make the restocking process more seamless.
• I prefer dealing with other independent companies as stockists for frames and lenses. We share similar struggles and our relationships are a lot more personable.
• Have a trusted accountant, you will need their ongoing advice. Whether it be tax instalments or setting up companies or family trusts.
• Keep on learning, this will keep you ahead of the game and give you a point of difference against your competitors. I can’t stress how important it is to stay up to date with advances in technology and product enhancements. You can do this in so many fun ways like attending trade fairs run by the Optical Distributors and Manufacturers Association (ODMA) and WAVE in Western Australia. This will also give you the opportunity to mingle with like-minded people. Become an Optical Dispensers Australia (ODA) member, allowing access to ongoing professional development, skill improvement and support.
Having been in small business for 11 years, Northam Optical is still reaching new heights.
Achieving a Cert IV in optical dispensing, which is no mean feat, has given me the confidence and knowledge to run my own business. I had years of practical experience before studying, but knowing the theory behind what we do is empowering. I encourage my staff to undertake the certificate, because I want my business to be the best it can be.
I have never worked so hard in my life, but it has been the most rewarding thing I have ever done in my career. If you’re an optical dispenser, assistant or practice manager thinking about going into business for yourself, there will be highs and lows, you will put in a lot of hours – more than anyone you will ever employ – but it will be all worth it, because it’s all yours.
ABOUT THE AUTHOR: Allyson Caffell is a 45-year-old mum of three teenage girls and owner of Northam Optical, WA, dedicated to providing exceptional customer service to her patients.
More reading
Communication, troubleshooting are key skills for dispensers
Jo Hershman – father was her inspiration for dispensing career
Bobby Bugden – an optical dispenser, owner and community champion
