ProVision has benchmark KPIs for how greenfield independent practices should be performing in the initial phases – and one of its newest businesses, Picton Eyecare, is exceeding these on almost every measure thanks to the drive of principal optometrist NANDITA CHOWDHURY.
From the moment optometrist Ms Nandita Chowdhury decided that greenfield, independent ownership was the way to feel truly fulfilled in her career, it had taken the best part of a year before she found a location she was happy with. And once she did, she instantly fell in love.
“The first day I came to Picton, I sat in a cafe and thought this town is buzzing. There was this vibe I observed just looking through the window – so I went and told my husband and parents, ‘this is the place’,” she recalls.
“I then went to a few different towns, came back to Picton on a very different day in the middle of the week, sat down in a different cafe and I was still convinced. It’s been just over a year now since we opened, and it’s been a wonderful journey.”
Picton is a small town in the Macarthur Region of New South Wales. Despite its regional feel, it is technically part of south-western Sydney – approximately 90km from the Sydney CBD. For Chowdhury and her family who live 30 minutes away (including school drop off), this was one of the first major attractions to establishing Picton Eyecare in December 2022.
But there were many other attributes, the strongest being Picton’s sense of community. With only one other independent in town, she was also encouraged by one simple observation: that a lot of people in town seemed to wear glasses.
Her instincts told her it was a sound business decision – and she has been proven right.
“When I was building my business plan, I was told to keep my expectations low, that I wouldn’t make any money for the first couple of years, watch my outgoings etc. But I have been blessed to be busy from day one. In this economic climate, with 13 interest rate rises, it’s a big deal,” she says.
It made sense career-wise too. Chowdhury had spent 11 years as an OPSM franchisee split evenly across stores in Parramatta and Bowral. She sought a new challenge and although locuming meant she could spend more time with her family, it never left her fully satisfied. Independent optometry called – and she yearned for the community connection this afforded.
“The sense of community isn’t like anything I’ve experienced, and I’ve worked in many different settings with OPSM, ranging from regional practice through to flagship stores. It amazes me how much locals want to support local businesses,” says Chowdhury, who has already begun sponsoring local sporting and other local organisations.
“Even when I didn’t have a physical location to work from, café owners would be happy for me to sit at a table all day while I met with suppliers.”
Calling her mentor five times a day
But it would be misleading to say she has achieved it alone. Early on, Chowdhury knew she’d have blind spots, and saw the value in joining the ProVision network which provides business support, services and buying power to more than 440 Australian independents.
In the early stages, she joined the organisation’s Associate Program that provides information, tools and resources about the commercial aspects of practice ownership. While the program can facilitate the succession of an existing practice between a retiring independent and aspiring owner, in Chowdhury’s case ProVision took her through the checklist of setting up a greenfield site.
She was also introduced to ProVision’s NSW business coach Mr Kelvin Bartholomeusz who has been in the role for around 11 years, not long after he sold Sydney’s famous Jones The Grocer chain.
Like any greenfield practice owner, Chowdhury came up against unexpected issues. In her case these were delays with a development application with the council and delays with shop fitters, seeing the practice open three months later than planned. It was difficult given that rent and wages for two staff needed to be paid, but things could have been much worse without the guidance of Bartholomeusz and ProVision.
“Because this was an entirely new experience for me, in the early stages I spoke to several independent optometry bodies and ProVision stood out with their approach. Especially Kelvin, the first time I talked to him, he took the time to understand my goals. Initially, he showed me other options, but when I said, ‘no this is what I want to achieve’, he was so supportive,” she says.
“We both knew that it might not happen right away, and it took almost a year, in fact, to find the shop. Kelvin held my hand throughout the whole journey, sometimes taking five calls a day.”
With a focus on elevated customer service, Chowdhury has built her practice on the philosophy that every patient should be treated as she would like to be. This includes getting to know patients, their families and interests. A major factor is employing like-minded staff.
From her time as a franchisee, she knew Ms Melinda Tritico (store manager) who told Chowdhury if she ever opened a practice, she’d work for her – and kept that promise. The other, Ms Libby Tully, recently left a previous role and was keen for a new challenge. She is a local resident and qualified optical dispenser and came in for an eye test after hearing positive feedback about Picton Eyecare in the community. She was so pleased with the service and the environment she decided to join the practice.
“Nothing beats people who are experienced, and I’m happy to pay more for someone who knows what they’re talking about and recommends the right product to suit each patient’s individual need. I can’t be here all the time; they’re the face of the practice, so you need to be confident you can leave the business in their hands,” she says.
Picton Eyecare a ‘star performer’
Bartholomeusz says Chowdhury is among a growing number of early- to mid-career optometrists seeking independent ownership through a greenfield practice. Location is important for independent owners, and often after exhausting various avenues to purchase an existing practice, if nothing is available, a greenfield practice can be the next best option.
“In Nandita’s case, as well as other Associate Members, there were very few alternatives. One is a succession plan, which we encourage, gradually buying into a private practice. And the other is setting up from scratch,” Bartholomeusz says.
“With people new to the independent world and setting up a greenfield practice, the first six months are the hardest, particularly pre-setting up, for instance lease negotiations and choosing the right site are fundamental.”
In Chowdhury’s case, ProVision’s business services manager Mr Mark Corduff – an expert in lease negotiations – helped secure a great deal for Picton Eyecare.
Bartholomeusz says Chowdhury and Picton Eyecare shone for many reasons. In fact, he refers to her as his “star performer”.
Firstly, in Picton there was only one other independent in town. When Chowdhury found the store location, it ticked several boxes, including the number of people walking past the shopfront, and its adjacency to services that attract people. The proximity to other shops appealing to women in their 50s is also crucial, given this demographic is important to independent optometry.
“We even look at whether there is too much afternoon sun on the windows, which would ruin your frames and sunglasses,” Bartholomeusz says.
“When Nandita showed me the site, I said, ‘take it. I love it’. It had very good adjacencies and a high profile.”
While the location is important, Bartholomeusz says it’s the people that matter most. Plus, starting a greenfield practice can be a $300,000-$400,000 upfront investment, in addition to a multi-year lease.
“Our role is stopping people from making mistakes: Do they have the ability to fund the fit out and equipment? Secondly, we insist every person wanting to set up a greenfield completes a comprehensive cash flow document. We need to know every detail regarding what the anticipated turnover will be and the estimated costs and profit for the next two years. There is an element of guesswork, but it’s an important starting point that removes the rose-coloured glasses perception that everyone will come running in and spend money. That does not happen in optometry,” he says.
“We also provide a template for a comprehensive business plan – both these documents need to be submitted to the ProVision Board before going any further.”
In Chowdhury’s case, Bartholomeusz says she ticked all these boxes, plus more.
“I think experience in optometry does help but her ability to implement has been the secret to her success,” he says.
“Her capacity to work through every aspect and be prepared to do things herself has been admirable. And then her ability to engage her team, and meet the requirements quickly and do it well was the second thing.
“As an example, we tell every new owner to visit the businesses around them, introduce themselves and possibly give them something to remember them by. Nandita had chocolates with her own branding on it and she walked the streets with her now store manager, Melinda.”
For Chowdhury, it’s been the dream start, but she acknowledges she’s in for the long haul. Ultimately, she wants Picton Eyecare to be the place she retires from.
“You’re never completely done,” she adds. “I come to work every day with a list of things that I have to get done either today, this week or within the month. You’ve got to always be improving.”
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