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Samantha Dunn to launch affordable DIY consultancy programme for entrepreneurs this November

27 Sep 2024 A first-of-its-kind DIY consultancy programme to help entrepreneurs make the leap into the wellness world will launch in November.

Called WellBusiness Builder’s Academy, the new course was created by Samantha Dunn, who’s been a spa consultant for nearly 25 years and worked with established brands including Kamalaya and Chiva-Som.

In the latest issue of Spa Business, Dunn – who’s based in Sydney and was chair of the Australian Wellness Association until recently – explains that she’s devised the programme to take entrepreneurs through the steps she takes as a professional consultant.

These include phase one of a project, comprising market study, concept development, business planning and feasibility, as well as phase two, which covers implementation and pre-opening.

“Participants will effectively have their entire business mapped out,” she says.

Dunn envisions that the typical attendee will be someone wanting to start their first bricks-and-mortar spa or wellness business.

"They may have some experience in wellness but be new to business – such as a therapist now wanting to launch their own spa – or they may already have strong business experience but now want to transition from the corporate world to follow their passion for wellness. For that reason, no knowledge is assumed.

"Our aim is to provide an affordable way to educate, guide and support entrepreneurs."

WellBusiness Builder’s Academy will be split into 12 modules delivered via online videos with downloadable transcripts and supported by weekly live sessions and a one-to-one mentoring slot per section.

Customisable templates, worksheets and access to support calls will also be available.

The basic package will cost US$4,900 (€4,498, £8,856) and can be completed over 12 months. In comparison, Dunn estimates that a professional spa consultant could charge anything from US$20,000-US$60,000 (€17,931-€55,080, £15,740-£47,216) for a phase one scope and much more for pre-opening services.

“We’re not aiming to replace professional consultants,” says Dunn. “There’s no substitution for years of hands-on experience.

“We intend to expand the entrepreneur pool by providing a solution to those who wouldn’t normally engage a consultant in the first place.

“They’re typically people who have a dream and deep desire to make an impact. They’ve often been through a crisis and/or had their own lives transformed through wellness and now want to bring that experience to others. However, they’re usually working on a shoestring budget and are put off by not knowing where to start.”

Dunn will trial the offering at an in-person boot camp at Bali’s Adiwana Bisma resort in October.

The five-day event, limited to 12 entrepreneurs, will provide immediate feedback on the content before the official launch of the programme on Dunn’s website, in November.

She will also be running a two-day consultant training camp on top of this, with a view to building up an A-team to support the potential new industry arrivals.