Opening Up An Independent Opticians - What Would You Want?

[Kopite]

Planning on moving back home and opening up my own Opticians in the town of Widnes, never done this before so trying to do my research to provide something different. To the glasses wearers out there, what would persuade you to use a different opticians rather than just going to specsavers. Ive a list below of things i think i must do to provide a better experience :

 

• 30 minute (as opposed to 20 minute) appointments so the customer does not feel rushed
   
  
• Diverse range of frames including brands specsavers wont do e.g. new raybans, oakley, prada etc. Cheaper frames will be available too for those who want functionality over looks
   
  
• clear pricing - limit add ons. Thin and light lenses for example can have a 1000% cost price which is why this is passed onto the customer, this will be done at cost price hopefully
   
  
• frames tailored to different people e.g. wide frames for big heads, more teen frames aimed at fashion conscious younguns
   
  
• bespoke frames (expensive to hand make but they fit like a tailored suit)
   
  
• parking on site
   
  
• complimentary drinks (through a separate area so people dont just pop in to abuse the service) - not just for the customer but their partner who might be waiting. A selection of reading material, kids area and probably a tv will be available for them through a seperate area
   
  
• retinal photography with a much more detailed laser camera (shows 200 degrees of retina vs about 45 degrees)
   
  
• shop fit will be clean but colourful e.g. Orange walls as opposed to white so that it doesn't feel cold and overly clinical. No suits either but smart casual dress only (works well in a place ive worked before)
  

 

Would a membership plan / loyalty scheme appeal e.g. £5 a month which goes towards a package including a free sight test and exclusive discounts?

A Is price everything or would you be prepared to spend more on a nicer frame which is sturdier? Or prefer to buy frames cheaply each time they break? Reading glasses wearers for example tend to break the frame arms or they get bent in pockets easily when not kept in a case so would a frame designed for rough treatment appeal to you if it lasted longer but cost upto 40 quid more?

I also need a good name for the opticians as well, i dont want to use anything that makes it sound discounty so no "sightsaver r us " etc haha

 

Any other ideas are welcome, the mrs has already vetoed the pole dancers idea unfortunately

[j_jza80]

'Visionary Opticians'?

 

Also, the you will need some decent, focused marketing in the local area to raise awareness, as the big competition are already entrenched. I would also think carefully about your opening hours, making sure you can provide a service when most people can use it - IE evenings and weekends.

[Kopite]

'Visionary Opticians'?

 

Also, the you will need some decent, focused marketing in the local area to raise awareness, as the big competition are already entrenched. I would also think carefully about your opening hours, making sure you can provide a service when most people can use it - IE evenings and weekends.

 

Thats a better name than anything I've come up with haha yeah marketing is crucial, im planning on an editorial in the paper thing as well as planning on approaching my old school to see if i can offer anything etc. My dad has links to his old GP practice there too so can try and do something through them as well. Opening hours wise , Saturdays is a definite, the rest may be staff dependent. The high street stores have experimented with late openings but no one ever came so it didnt last long. Specsavers also tried early openings which didn't either

 

Im going to also have a good website which lets people explore the service rather than just use it as an advert

[imi]

How much would you charge for an eye test? What about Contact Lens Check?

 

As for Name - Eye See

 

Whats the expected turnover & Net profit in year 1?

[formatzero]

Are eye tests no free everywhere ?

[Kopite]

Eye test price isnt decided yet but itd be about £20 which keeps it on par with the NHS fee. The laser camera is charged on a per use basis by the manufacturer so other places with it pass the cost on making their sight test fee £40 to £50. Im not planning on doing this though and will try and absorb the cost myself. Contact lens checks are a tricky area for me. Its good to provide the service but it has to be kept in balance cost as the net will always be cheaper (some places sell contacts cheaper than the rep offers them to the opticians). Due to this, theyd probably be £10. Typically, £3 of a monthly specsavers direct debit is for the lens check meaning that they charge £36 a year, well they did when i last worked there last year.

 

Tesco offer a free eye test but they charge the NHS £20 for those on benefits or diabetic etc. Itd be nice to do them for free but a guideline is that it costs about £150 an hour to operate with staff, bills etc which is why glasses etc cost what they do. Granted some (and a lot) take the piss but prices will be competitive otherwise theres no point.

Turnover wise, id be happy with 150k considering ill have no patient base but longterm hopefully that will double if i can attract people. The main complaint of a lot of frames in the corporate places is lack of choice as most only deal with 2 or 3 suppliers.

[jim]

Not sure how it works in England, but I'm a civil servant and we get our eyesight test subsidised as we use a VDU. There's a list of approved opticians that we can go to and we have to get a form stamped by the optician so that we can claim the cost back. Have you thought about approaching local businesses in the area (eg a govt building or other large company that might subsidise tests) to offer a discount rate to the employer if they subsidise eye tests, or employees if they aren't subsidised?

I don't wear glasses so my experience is limited to going along with Mrs Jim when she's getting hers - pushy staff who hover at your shoulder is very off-putting, so much so that she's asked for her prescription and taken it to a different shop because of it.

[Abz]

Not sure how it works in England, but I'm a civil servant and we get our eyesight test subsidised as we use a VDU. There's a list of approved opticians that we can go to and we have to get a form stamped by the optician so that we can claim the cost back. Have you thought about approaching local businesses in the area (eg a govt building or other large company that might subsidise tests) to offer a discount rate to the employer if they subsidise eye tests, or employees if they aren't subsidised?

I don't wear glasses so my experience is limited to going along with Mrs Jim when she's getting hers - pushy staff who hover at your shoulder is very off-putting, so much so that she's asked for her prescription and taken it to a different shop because of it.

 

Good point, I also get vouchers too but generally it is for specsavers but they previously used a independent optician on Fleet Street (they had a mega hot optician there too!). Perhaps worth going down this route for another stream of revenue, companies like offering employees discounts and a lot of firms and even smaller companies have company benefits which you can be part of.

[Kopite]

Not sure how it works in England, but I'm a civil servant and we get our eyesight test subsidised as we use a VDU. There's a list of approved opticians that we can go to and we have to get a form stamped by the optician so that we can claim the cost back. Have you thought about approaching local businesses in the area (eg a govt building or other large company that might subsidise tests) to offer a discount rate to the employer if they subsidise eye tests, or employees if they aren't subsidised?

I don't wear glasses so my experience is limited to going along with Mrs Jim when she's getting hers - pushy staff who hover at your shoulder is very off-putting, so much so that she's asked for her prescription and taken it to a different shop because of it.

 

Yeah it happens over here too where the work company pay for the test and vdu prescriptions if needed, same for those needing PPE safety spec stuff. Quite often, one of the corporate places may have a contract in place but if not then offers will be made to them.

Pushy sales is one thing that wont happen as i hate that as well, if someone wants to browse then they can but obviously they'll be told to ask if they need anything. The corporate place mystery shopper criteria encourages the staff to approach and stay with the customer but it is off putting.

[Supra2jze]

I for one hate glasses, as a kid didn't like them (Too Geeky) & basically never wore them. My twin on the other hand wore them at an early age & now doesn't have to wear them

 

Now at the age of 21 I've decided I need to wear glasses or risk causing damage on the road. I've recently took on lenses but would prefer to have Laser Eye Surgery, just not sure how safe it is...

 

As for the OP it sounds great what you have in mind. Opticians deffo lack a wide range of Frames.

[Havard]

I would like your shop not to be the Butchers like the last time I went for an eye test..!!

[mc92]

This is the main one for me, the idiot last time I got my eyes tested rushed so much he didn't even get the prescription right. I like the idea of a subscription with benefits too.

 

30 minute (as opposed to 20 minute) appointments so the customer does not feel rushed

[Hitbox Junkie]

Opening hours, if you can go that extra mile for a customer say opening especially later on in the evening say 8pm I think this would feel like very high class of service.

Pole dancers would make this great, with separate rooms for both tastes male/female and bar stocking large quantity of drink and some music for back ground noise. wait no most of this was vetoed

 

Music though would be an idea but I'm unsure on the licencing rules for this same for TV would need to look at the licensing rules for this.

A monthly subscription would be great as long as it will cover costs ect and not sink the boat

 

as said before advertise advertise advertise, get your name out there. Facebook pages, twitters all that internet stuff.

 

Free life time membership for club members

 

Having a friendly atmosphere i remember when my Mrs had her eye surgery no one once came into the waiting room asking if I was OK, I hated it.

 

All the best Good luck with this venture, maybe I will come up and get mine tested when your up and running

[ChrisH]

Specsavers offers a big discount on 1 new pair of glasses every year for contact lens subscribers, which is quite an incentive.

 

They also sell hearing aids.

 

We also have a local independant who are not cheap but does very well due to the service they offer.

 

Good luck!

[Kopite]

I've got my eye on a unit in an open shopping centre which is next to TMobile rather than a butchers the other side has a big Morrisons which would hopefully bring customers through location. A late night opening is possible, trial and error music and a tv do need a license for public broadcast but im hoping it wouldnt be much, anything to keep people happily in the place longer !

The specsavers offer for contact lens wearers definitely works, it covers the cost easily too.

[Kopite]

Eye test price isnt decided yet but itd be about £20 which keeps it on par with the NHS fee. The laser camera is charged on a per use basis by the manufacturer so other places with it pass the cost on making their sight test fee £40 to £50. Im not planning on doing this though and will try and absorb the cost myself.

 

Im researching this more and have hit a quandry - a few people using this laser camera hate it due to the cost. Im waiting for upto date figures from the manufacturer but the concensus is that the company charges £15 per person for this machine as well as some hidden factors e.g. The machine is not insured by them and is worth about £150k ...the also tax about £500 a year for having it on your property too! Manchester and Liverpool eye hospitals use it and 6 Tescos now have it. Tesco do a free eye test but they're charging £10 a use to the patient. No one anywhere seems to offer it for free which is one thing i was hoping to be different about. If this isnt possible, how much would you think is a reasonable fee? Most charge £25 but id only want to break even. Ive attached a picture showing the difference.

[creative]

customer service, customer service, customer service.

 

did I say customer service?

 

Little things to make the experience enjoyable. Sat with the assistant? offer a coffee. Talking for 5 min? offer to clean/buff/check screws etc of the customers old glasses. Do not rush appointments. Have your meet and greet shop staff and then dedicated people doing the eye test. The shop staff then continue on after the test and they are the customers point of contact.

 

for me, customer service is the number one thing that makes people spend. Get it right on that front and you will do well!

[Shane]

No hard sell would be refreshing.

 

I just find a trip to the opticians ends up feeling like one to an estate agent or a pension "advisor".

 

Good luck with your new venture.

[Kopite]

Yeah no hard sell is a definite, just has the opposite effect. Some of the pricier frames e.g. The bespoke or brands like Chloe and Prada etc will be down to the customer wanting them, same way someone bys a £200 polo sport top because they want to. The initial meet and greet and the after test sales part will be done by the same person as continuity is best. The service of the current specs is an idea yeah. Im hoping to attract people mainly by giving them more time and attention as well as providing a better service although it'll cost more than specsavers, similar to shopping in a boutique vs sports direct

[Kopite]

Opinions needed - i'm hoping to be fair with my prices in that I want to make a nice profit but I don't want to take the micky like a lot of opticians do. For the frames I supply, I'm planning on pricing them (if i can) slightly cheaper than the multiples who sell them e.g. if a Chloe frame is £250 at Vision Express, I'd like to sell it at say £230 (with lenses). This may be dependent on the supplier's guidelines etc but assuming I'm free to do what I want, then that's hopefully my plan. Any lower than say £230 may make the job pointless in terms of costs and lack of profit to operate etc BUT if I had a written quotation from another place which was selling that exact frame and lens combination for say £200, would you pricematch if there was zero profit after costs? Would I then get in trouble under trading laws for selling that frame at a different price to another customer (i need to read up on my trading laws more)? Would it be more honest in the first place to sell it at the minimum amount possible (without affecting the business) but meaning that I couldn't lower prices to match competitors. This is hypothetical as I'm hoping that this situation wouldn't arise but i'm also worried about setting a precedent one something is pricematched etc.