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Outpatient physical therapy and lymphedema management

With the closing of the hospital where she worked, Danielle Wiswall foresaw a gap in physical therapy services for elderly people recovering from major surgeries. She jumped on the opportunity to buy good equipment and purchase a building for her own physical therapy practice.

Danielle completed WEV’s Self-Employment Training course within six months of opening her business, which provided her the tools to organize her business through the creation of a business plan. Seven years later, Danielle continues to run a successful business thanks in part to the foundation laid in the business’ early stages. 

What prompted you to go into business for yourself?   
I was working at a hospital in Lompoc, and saw how elderly people were driving long distances for physical therapy after having total joint replacements. I saw the need to provide a service in a specific geographical area, and wanted to fill it. I spoke with physical therapists and they had no interest in doing it. At that same time, the hospital where I worked went out of business and they were having an auction, so it was a really opportune time to buy equipment for pennies on the dollar. Before I started the business and took on a lease, I negotiated a space for purchase. That purchase was very valuable because it allows me to control my overhead. A lot of people can’t do that if they are at the mercy of a lease.

What has been your biggest business challenge?   
An ongoing challenge is recruiting physical therapists. 

What has been your biggest business success?   
The biggest success was purchasing the commercial real estate from the beginning. It has allowed the cost of doing business, as well as additional passive income.  

Who is your ideal customer?
Doctors that refer patients and patients that are post-operative (knee, hip, shoulders, shoulder replacements).   

What has been the biggest surprise about owning a business?   
The biggest surprise is the vast amount of time and energy it takes to own and operate a business. Being the owner of a business, and the principle service provider, is essentially two jobs in one. You have a lot of people counting on you.  

How do you juggle all the pieces of your life (family/work/self/volunteering) to make it all come together?  
Managing my time between work and family is a constant challenge which requires continuous review. It has been important to set priorities and boundaries between both work and family, and to adhere to them. Making the time to enjoy family activities without the interruption of work can be difficult, yet very possible with efficient planning in the work place.   

What advice do you offer other women who might want to start their own company?
My advice to other women considering a new business is to first ask yourself exactly what you would like to achieve by starting your own business. Are you looking for monetary gain, independence from your current employer, etc? Second, I would suggest completely evaluating your business concept, and the demand for your product or service. Finally, I suggest enrolling in WEV’s SET program, as it allows for a more complete understanding of the requirements involved in starting a business, staying in business, and growing the business. 

How did WEV help you to achieve your goal or dream?
WEV played a very important part in the organization and creation of my business by offering a greater understanding of the details involved in planning for a new business. Most importantly WEV provided the tools needed to start and organize a business through the creation of a business plan. 

Is there something you learned from WEV that you use every day?
With the help of WEV, I was able to walk away with some very important knowledge which I use daily in my business. In particular the SET course instilled in me the importance of understanding your market place and the true demand for your product or service. WEV also taught me the absolute necessity of having a well thought-out and structured business plan.

What does ‘success’ mean to you?
Success for me has more than one meaning, yet most notably it has meant the freedom to make decisions and see them through to completion.   

What is the biggest reward you get from your business? What makes it all worthwhile?
Perhaps the greatest reward from my business has been the ability to start with an idea of providing an important healthcare service to the public, and seeing it turn into reality.

How do you picture you and your business in: one year? Five years? Ten years?
Given the level of commitment that I have poured into my business, I have been able to set long term goals which are very important to my success. For this reason, I can see my business growing to meet these goals, if not exceed them. Specifically I can see my business growing to include new technologies and expanded offerings. I also anticipate the size of my workforce growing to accommodate these changes.

If your business is being affected by the economy right now, how? And what are you doing to deal with this challenge?
My business has in some ways been affected by the economy, as I provide services to people who generally require billing their insurance carrier or provider. However, I have been successful in keeping my business diversified by offering services that competitors in the area do not offer. In addition I have been very mindful of my business in terms of regulating operating cost, so as not to exceed income.

Photography courtesy of Liz G Photography: www.lizgphotography.com