Passion for the independent optical sector is what drives David Goad. Ten years ago that led him and business partner Nick Atkins to set up an event for independent practices which focused firmly on business.
‘This is our 10th anniversary and it’s a very special year for us,’ says Goad. ‘When we started Independents Day we didn’t really dream that it would take on the importance it has done in the optical calendar. We are very happy.’
‘It originated from a conversation between Nick Atkins and myself. We had started up Proven Track Record because at the time there was a dearth of CET for dispensing opticians. We also identified that there were a number of independent opticians who were incredibly good at being opticians but maybe lacked experience and vision as far as business was concerned. It seemed natural to have the meeting on Independence Day.’
Much has changed. The CET gap has been filled and iDay now takes place on a Monday convenient to July 4 but the idea remains the same.
‘The whole idea is to provide a forum where people can be exposed to top flight speakers talking about the business aspects of optics rather than the clinical aspects. One of the other main things is that they get together with like-minded people and talk to one another.’
Building the brand
Independents are a brand, he says: ‘There are multiples and then there are independents and it is in all of our interests to get the independent offering as high as we can because we want the public to think of independents as being the absolute best there is. If they are letting the side down it reflects on the rest of us.’
The target audience has also broadened out, says Goad, to include people who are not just good opticians but good business people. He wants to take them from being good to being absolutely excellent. ‘That is within each one of them and we are just acting as a catalyst to help them understand where they need to go.’
He is also keen to include other practice staff in the audience. ‘Ten years ago it started off as business owners and we quickly started a track for other staff, receptionists, other professionals.’ These people don’t take the business decision on a day to day basis but they are just as important in taking the business forward to the next level, he says.
‘It’s the support staff who have as much influence on what is bought as the owner. The majority of independents are owned by optometrists who, by the nature of the job spend most of their time in the dark room. They don’t have that product selection time with the patients. The majority of costs associated with buying are to do with frames and lenses. That why it is important for the staff associated with that side of the business to be on board and have access to the exhibitors as well.
‘In the workshops we cover some of the nittier, grittier bits of running a business: being tax efficient and so forth, but the most important thing is building relationships. When somebody comes in for an eye exam the first person they see is the person they build a relationship with. They then go on to see the optometrist and they build a relationship, and so it goes on. Every individual in that practice is as important in building that relationship as the optometrist who does the eye exam and the clinical bit. That relationship is what drives whether they come back again.’
Differentiation
The title of this year’s conference, ‘Niches for riches’, give an indication that there will be a lot about differentiation. ‘It’s about making your practice different from everyone else’s practice, offering that particular USP whether that is the clinical route, using OCT, or whether it is down to the way you provide service to your patients.
‘I would open that out and say differentiate yourself from the multiples and other independents. When people come out into the town they have a limited amount of money to spend, they could use another optician or they may decide to spend their money on clothes or other things. What we have to do is provide the environment that when people come in they are happy to spend their money with us. There are a number of fairly easy ways of doing that which is what we try and illustrate.
‘Garry Gerber will be talking about how to differentiate your practice. He’s a world class speaker and everybody can expect some pearls of wisdom from him.
‘We also have a team of independent practitioners who are very successful already at making a niche market for their own practices and just listening to them and being exposed to their ideas will generate interest and show ways forward for your own practice.’
The interaction between the floor and the podium is as important as the people on the podium talking, says Goad. The speakers also leave having learnt something.
Alongside the conference will be an exhibition running across both days. ‘We feel it is important for the delegates to have access to the exhibitors because there is an awful lot going on in the industry to support independent opticians. The exhibitors are focused on supporting independent opticians and they have a wealth of experience and technologies that will help. We urge all of our delegates to go around and see as many of the exhibitors as possible.’
Bright future
[CaptionComponent="1407"]Despite its age iDay has remained an event by independent opticians for independent opticians and Goad’s emotion for that is thinly disguised.
‘I’m an independent optician and what I do, first and foremost, is run a small group of opticians,’ says Goad from behind a deep Edwardian desk, in beautifully historic practice in the equally beautiful Dorset town of Shaftesbury.
‘I’m passionate about the independent sector because the independent sector can offer what no multiple can, time and care.’
He believes there is a bright future for the sector (News 05.06.15) which others can enjoy. ‘We always need a fresh vision of where to go, be one step ahead. There is no doubt about it in my mind, there is still room for a good independent optician. There is still a fantastic career prospect. It’s the best way of earning a living.’
iDay schedule
Free for All Sunday July 5
- Being better than good: How to delight patients: Jonathan Winchester Shopper Anonymous
- How I’ve carved out My niche with behavioural optometry: Ruth Low
- Beyond GOS: Simon Browning
- Beyond GOS: Panel Discussion AIO, AOP, ABDO
- Essilor Lens presentation: Jonathan Cohen, Essilor
- Launch of Acuvue Moist Multifocal: J&J Vision Care
Monday July 6
- How to Avoid Drowning in a Sea of Sameness: Gary Gerber
- The Heart of Independence: Andy Clarke, sponsored by Practice Building
- Speciality contact lenses: Dr.Trusit Dave
- Advanced retinal care: Alisdair Buchanan
- Sports vision: Jim Green
- Lifestyle (FAB) dispensing: Jonathan Foreman
- Dry eye clinics: Nick Dash
- Developing your Niche. The 4 Disciplines of Execution: Gary Gerber
- Running alongside the main programme will be a practice support team track sponsored by Hoya. This will be run by optical team trainer Lindsey Small and Hoya’s professional services manager Andy Sanders. These session will cover making first impression count, How technology can boost communication and creating a lasting impression
- There is also CET available during the two day programme. This will include interactive CET hosted on exhibitor stands and, sponsored CET workshops and a breakfast peer review session on interpreting OCT which is sponsored by Heidelberg
iDay Exhibitors
- AMO
- Bausch & Lomb
- Braemar Finance
- Cantor & Nissel
- Clearlab
- Continental Eyewear
- Coopervision
- DTCL-Menicon
- Essilor
- Eyeplan
- Grafton Optical
- Heidelberg Engineering
- Hilco
- Hoya
- Johnson & Johnson
- Kodak Lens/Signet Armorlite
- Mainline Instruments
- Maui Jim
- National Eyecare Group
- Nikon
- Ocuco
- Optisoft
- Optos
- Performance Finance
- Positive Impact
- Practice Building
- Scope Ophthalmics
- Seiko
- Shopper Anonymous
- Silhouette
- TearLab
- The College of Optometrists
- The Eyewear Company
- Topcon
- UltraVision
- Wolf Eyewear
- Zeiss
