1. The Do’s and Don’ts of Growing Your HFWA Business
Developed and presented by:
Tammy Cooley
Senior Director, Operations
WY CME July 10, 2019

2. 1 5 2 6 3 4 Agenda The Business of HFWA HFWA in Action Do’s Conclusion
Don’ts 4
Putting All Together

3. Creating Community Connection$
Beyond Providing Direct Care

4. Your Business Plan at a Glance
Do you know your business plan or strategy?
Consider how to answer these questions:
What are the goals of your business?
What needs are you filling in your community?
Who does your business serve?
How much money does your business need to generate to continue operating as it does today?

5. Your Business Plan at a Glance
Do you know your business plan or strategy? Consider how to answer these questions:
What are your business SOP’s?
What is your unique vision for your business?
What is your overall mission?
How will you keep growing or do you just plan to maintain status quo?
Every business needs a well thought out plan. Why? Because in order to seek out and make the right kinds of connections to support your business, you need to have a clear idea of what you are going to accomplish. That way, you can more easily recognize opportunities to discuss your business with others. If you don’t have a clear plan, you might waste time on things that really won’t help your business grow.

6. The “How” of getting things done
The Business of HFWA
The “How” of getting things done

7. Strategy Every business needs Strategies!
DO – Think about specific strategies that will accomplish goals, solve problems, create revenue, etc.
Do – Model your model (POC)
DON’T – skip this part
Don’t simply rely on others to tell you what you need – create solutions and have a plan!
Strategies related to marketing plans, growing or creating a community (meeting other professionals and connecting with them), finance management, you standard operating procedures and policies, and more are what set the stage for how your business grows. Strategies also help with your elevator speech! If you don’t have one, think about the difference your business makes and take the time to polish up your pitch! That way, you can quickly tell people what your business is about and why they should want to work with you. Strategies for your business, are very similar to strategies to help CFT’s come up with – how are you going to accomplish making a difference with your business? What do you need to do these things – includes everything from staff and technology, to partnerships and funding.

8. Outcome Measures
In order to know how your business is performing, you need to recognize some key indicators. So you know what areas to address and what areas to continue doing as is – because it’s working! Many small business fail because they don’t set smart goals, or only look at one indicator – their bottom line and don’t recognize the other critical areas businesses need to pay attention to, in order to thrive. SMART goals are one way to start tracking how well you are doing with your strategies. Growing your business is not just about making money and paying your overhead, it’s also about making sure you and your partners, your staff and your customers are doing what your business set out to do. And when you don’t achieve the outcomes you’re looking for, using SMART goals gives you a way to manage so you can address areas of concern with new strategies, quickly. Otherwise, you risk not staying in business for long.

9. Data Do you track what your business accomplishes?
Tell your success stories with useable, verifiable information.
In order to grow your HFWA business, you have to have a way to tell your success stories that aren’t just anecdotal. (What does that mean?) You need data that can be verified, showing your outcomes and the difference your business makes in the community. How to do what you do? Those are processes. When you can define those, and explain them plainly, you can also track and report out on performance. These are the kinds of things important to investors and stakeholders that would have an interest in your business. Think about this, when you rely on data that only comes from other sources, and you don’t have a way to validate if that data is true outside of our perspective, do you trust it completely? If not, then you need to think about how you are tracking your own data, so you can tell the success stories relevant to your business. How many families have you helped? Why is your business one people should trust and want to work with? Data can tell this story with numbers and back up all the warm and fuzzies you can share! That is a very powerful combination when looking for funding to grow your business. There’s a reason they say, “numbers don’t lie.”

10. Creating Community Connections
Connections are relationships:
People want to know, what’s in it for them
What do they get for working with or referring to you?
Competition is not mutually exclusive in HFWA
Do connect with other HFWA providers
Do have a marketing plan
Do go outside your comfort zone
Do go to where the people you serve spend a lot of time
Call to action…this is something businesses have to consider. How do you get people to act? What things do you want them to do for you? Offer to do something for them first, without being asked. Search out opportunities to get to know other businesses and the people who run them. Then ask how you can help them. It may have nothing to do with your business. But, helping another achieve a goal or accomplish something meaningful to them, scores you points in a way that creates the kinds of connections your are ultimately looking for to support your won business. Also, do that with your potential customers. The people who will benefit the most from what your business has to offer, will appreciate a real human being, doing something meaningful for them. Then when it’s time to host an event or ask for help with your goals – you’ve created connections to people who also have connections. You will have already established you are in this business for all the right reasons, without having to say any of that.

11. Creating Community Connections
Stay focused on the human component of your business – get face to face with people regularly
Focus on creating good memories- Host community events
Partner with other service providers to create buzz about what you do in the community – people often forget what you do, but rarely forget how you make them feel.
Does anyone relate to this? How about as a business – does this idea change your perspective? The next few slides we will discuss some ideas – you may have others. So let’s chat.

12. Empower Employees
Let them get involved with local organizations even if it’s completely unrelated to work – Connections form anywhere!
Do you have any examples of how you or your business does this?

13. Loop People In
Your community will be much more supportive when they understand your business, the decisions you make and feel like they are part of it.
Especially with HFWA around business – we can tend to get really technical in our practices. This doesn’t always translate in ways people can easily understand. Do you have a website? Do you write a newsletter, or blog? Do you have a communication strategy? Have you reached out to Magellan and asked for any help with this?

14. Align Engagement with Business Values
What do you give back to your community? How do the values and principles of HFWA get reflected in your business and back to the community?
Again, how is your message shared? Is everyone you work with saying the same things, the same way? Do your values align with how you work to engage people in your business? If you don’t know, how will go about finding out. Who will you ask? How will you ask them? Can you say a couple words about your business values right now?

15. Be Passionate and Active About Making a Difference
When you listen and engage – you can create opportunities for unfiltered learning and build strong relationships.
Ideas:
Go to your local city website and find out what the main initiatives are. Call the city or county clerk if needed and ask how you can get involved.
Join your local Chamber of Commerce, Connect with Small Business Administration in your area,
Get on a local board of directors,
Join the civic league,
Volunteer…find opportunities to give back and make a name for your business

16. Things to remember not to do
The Don’ts
Things to remember not to do

17. Things to Remember:
Don’t wait for customers to come to you – have a plan to go out and find them.
Don’t underestimate the importance of strategy – have a plan, know your needs and how much money you need to generate to keep doing what you are doing.
Don’t forget to collect your own data – so you validate your success
Don’t ignore what is happening in your community
Don’t forget about innovation and technology
Don’t wait too long to get help!

18. Putting It All Together
Build Communities, Not Networks!
This is critical in HFWA business and making strong community connections.
People usually don’t want to hear from a marketer.
They do respond to mutually beneficial relationships.
Create a community that works best for your business.
What value do you provide that makes a difference to community as a whole?
Think about the most successful business person you know. What attributes do they have? How do they make you and others feel? What is most memorable about them?

19. HFWA
In Action

20. What’s a Super Connector?
This idea is a mind shift from business as a transactional relationship, to a value exchange.
What benefits of HFWA can you exchange with other service providers and supports in your community?
Consider this:
As family care coordinators and support partners in HFWA, your business is already aligned and focused on this idea.
How can you operationalize a value exchange? How can you think differently about this? What are somethings you can bring from your CFT approaches to growing supports for your business? What will it take for people in your community to see you a super connector?

21. Building Trust: Have something to Offer that is not tied to your bottom line $
Use your talents, gifts, abilities to fill gaps in the community. Think about the things you enjoy doing that aren’t’ related to your job, hobbies, clubs, groups etc. where you can offer to do more, be more and exchange value for sake of growing strong bonds with people in the community.
Offer to help, for sake of helping – people will remember you. And when it comes time for you to ask for their support and help, they are more likely to be there in the same way for you.
Make a list of people who you think will be supports of your business, or who already are. Then expand your list. Where should you go, that you haven’t been going? Who should you talk to about your business that you haven’t? Ask the people on your list about your business. Get their ideas – find out how they see you and your business. Go back and re-evaluate your strategies. Do you have enough? Have you thought of your specific communication plan? How are you going to share with your community what you are passionate about? Find one thing you can do today, and DO it! There are so many people waiting to hear your message. If you read my message in the last provider update, you know that HFWA is somewhat about sticking your neck out and taking chances that others don’t or can’t take. Go out and find the other turtles in your community who are making a difference, and band together! They will send referrals your way, and you will have resources for those youth and families to rely on. That’s what this is all about!

23. Thank you!
Please Call if you have any questions about today’s learning opportunity.
I am here for consultation any time!
Tammy Cooley

24. Confidentiality statement
The information presented in this presentation is confidential and expected to be used solely in support of the delivery of services to Magellan members. By receipt of this presentation, each recipient agrees that the information contained herein will be kept confidential and that the information will not be photocopied, reproduced, or distributed to or disclosed to others at any time without the prior written consent of Magellan Health, Inc. *If the presentation includes legal information (e.g., an explanation of parity or HIPAA), add this: The information contained in this presentation is intended for educational purposes only and should not be considered legal advice. Recipients are encouraged to obtain legal guidance from their own legal advisors.
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