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At the end of 2006, optometrist Dr Tracey Sahraie, who also holds a qualification in medicine and an MSc in neurological science, decided the time had come to open her own optical practice.
Sahraie is no newcomer to optics, with over 10 years of experience both as a locum and as an employee. The action plan that she put into place and the subsequent success of her new business led to her being crowned as the winner of the 2008 Optician Award in the best Start-Up Practice of the Year category in April.
The judges were unanimous in their decision that her practice, Ythan Opticians situated in the rural town of Ellon in Aberdeenshire, was a well executed business with evidence of extensive pre-planning which has paid dividends in a very short period.
The judges also had high praise for Sahraie for having identified a niche in the market in her chosen area and then fully meeting the needs of the local community while exceeding financial targets before the end of her first 12 months in business.
Family-friendly choice
The winning optometrist said it was the 'child friendly' nature of the profession that proved an attractive proposition.
'Near the end of 2006, after my fourth child was born, I decided that I preferred the less stressful life of an optometrist. I also liked working within a community and therefore it wasn't a hard decision to stick with optometry,' explains Sahraie.
'Once I decided I wanted to go down this route I looked at three different towns in Aberdeenshire but it was Ellon that really stood out. There was only one optical practice in the town and it specialised only in the high end of the market.
'I was looking for somewhere where there were no established practices or if they had one, they weren't independent. There was very little competition in Ellon and there was a niche for a practice that catered for everybody regardless of their budget.'
Once the premises were acquired, Sahraie undertook research to ensure that the consulting room had top of the range equipment. Her purchases included the latest Topcon computerised refraction system, a Humphrey Field Analyzer, Keeler Pulsair and a Topcon fundus camera. There was also investment in high quality shop-fittings to fulfil the brief of creating a professional but warm and friendly environment for patients. Special attention was also paid to stock selection.
'The people of Ellon are from varied backgrounds and many are workers in the oil industry and they have very high expectations of what they want. So it is important to give the best to meet their expectations,' says Sahraie.
'There was also a need in Ellon for a practice that offered quality service at affordable prices and frames to suit all budgets.'
Since opening in September 2007, the practice has gained a high profile in the community by investing in a well executed marketing campaign highlighting its arrival in the town.
Flexible appointments are available to patients who commute long distances to work and the practice offers one late night opening during the week.
Health Network
Ythan Opticians is also part of the Grampian Eye Health Network, the first port of call for eye problems, following the closure of local emergency clinic.
'I enjoy our involvement with Grampian Eye Health Network on a personal level and it's also turned out to be very good for business,' she says. 'We find that a lot of the people who come to see us with an eye problem will return when they need an eye test or new glasses.'
To the judges, the business's reputation as a 'community' optometrist was evident from the numerous customer testimonials it has received.
In terms of lessons learnt, Sahraie has some advice for anybody thinking of branching out on their own. 'You must have a clear view of what the practice is going to look like, how you are going to promote it and what you can do to raise your profile in the community.
'Marketing is very important. For example, we offer promotions to the local rugby club,' she explains. 'Even the local press coverage of us winning this award has been good for business.
'Try as much as you can to keep to your plans but be prepared to be flexible if you find something is not working and don't be afraid to make changes very quickly.'