163,735 total U.S. businesses have closed since the beginning of the pandemic,1 but StepWISEnow is not one of them.
Meet Molly Roffman, Founder and Director of StepWISEnow
Molly Roffman is a New York State Physical Therapist who specializes in fall prevention and balance training. Molly’s experience rehabilitating patients who sustained fractures inspired her to develop StepWISEnow, a balance and fall prevention studio. The goal of StepWISEnow is to help older adults live more active and independent lives by providing fitness classes.
Why did Molly need the help of TAP?
When the pandemic began, many small businesses were forced to adapt. StepWISEnow transitioned their in-person classes to online. Molly came to TAP needing help with messaging and marketing tactics, as well as social media. In addition, she wanted help acquiring clients, increasing cash flow, and ideas on how to adapt during COVID.
How did TAP help Molly and StepWISEnow?
Immediately, TAP consultants, Susan Berman, Kyra Chenoweth, and Betsy Weiser reviewed current marketing efforts and used brand analysis to guide changes to the website and other communications. They also utilized competitive analysis to determine where Molly fit into a saturated market and how she could focus on her niche to get results. The team analyzed her financials and created a model to optimize Molly’s time and earnings. The pricing options for classes and memberships were re-evaluated to ensure steady income and profitability. The consultants also analyzed StepWise’s customer base and recommended strategies for retaining clients, re-engaging those that lapsed, and acquiring new members. Lastly, TAP served as a sounding board as Molly worked through obstacles posed by COVID-19.
Where is she now?
Molly is still working hard to improve StepWISEnow. She is researching and testing out multiple platforms, such as Vimeo, to expand course offerings. Molly also plans to re-decorate her studio, including painting the walls and floor as well as purchasing new studio lights. In addition, Molly has started thinking about merchandise for her company and enrolled in classes to expand her knowledge.
Source: 1 Yelp Local Economic Impact Report (Sept 2020)
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