massage therapy business plan objectives


Testimonials, how to create a massage therapy business plan.

massage therapy business plan objectives

Starting a massage therapy business can be an exciting and rewarding venture. That’s why a lot of massage therapists choose to go into business for themselves. You might think all you need is a place to work and your and in some respects, that’s true. However, if you want your business to reach its full potential, you need a massage therapy business plan .

In most cases, you don’t need a whole lot of capital to start a massage therapy business. Service based businesses usually don’t have a lot of overhead, especially when your hands are the most valuable pieces of equipment. If you’re working as an independent massage therapist, your business plan doesn’t need to be too complex. It just needs to lay out your intentions, goals and a plan for reaching them.

If you plan on bringing in partners, hiring staff or borrowing money, then your business plan will need to be more extensive. Your lenders will want to see your business plan before offering you any sort of financing. You don’t need a business degree to create a business plan . If you need help, there are a lot of free resources available. For additional resources check out the SBA or find and work with a business mentor.

It’s never too late to create a business plan for your massage therapy business. If you’ve been in business for a while and you don’t have one, now’s the time to create one . In fact, you should be reviewing your business plan on a regular basis.

What’s The Biggest Thing To Consider Before Creating A Massage Therapy Business Plan?

Creating a massage therapy business plan requires aligning your life goals and business expectations. Get clear on what you want in life. Then, craft a plan to support your desired lifestyle and fulfill financial obligations, without exceeding your physical limitations. Plan for balance, happiness, and sustainability.

When you’re a business owner, it’s easy to get caught up in the tasks of taking care of clients and keeping the clinic clean. Sometimes you get so busy, the business becomes a part of who you are. So, before you start creating a plan for your massage therapy business, you first need to have a plan for your life . 

It’s important to know what you want your days, weeks and years to look like before you throw all your time and energy into your business. Your massage therapy business should support the lifestyle you want and help fulfill your financial obligations. Get clear on what your business needs to provide you, before you create a plan for your business.

Your massage therapy business plan needs to be realistic. So, be honest with yourself about how much time you can invest into your business, what you’re physically capable of, as well as what your true motivations are. There are no right or wrong answers here. 

massage therapy business plan objectives

Questions To Ask Yourself Before Creating Your Massage Therapy Business Plan

  • What are your current financial obligations, and how do you expect them to change over the next 1, 5, 10+  years?
  • What are your current family and social obligations, and what changes do you anticipate in the future?
  • What sort of lifestyle do you want to have?
  • How much free time do you need to be happy and healthy?
  • When do you want to retire? 
  • If you could create the perfect weekly plan for yourself, what would it look like?
  • What are your health needs, and what does your overall well-being require?
  • What sort of fulfillment do you want to get from your work or business?
  • What contributions do you want to make to your family, community and the world?
  • What are your core values? What’s most important to you?

You’ll be spending A LOT of time in and on your business. So create the culture, work ethic and identity of your massage business intentionally . Ideally, your business reflects your own values and intentions. Don’t waste the opportunity to create the perfect workplace. Your massage therapy business plan will lay out how exactly you intend to do that, plus a whole lot more.

How To Create A Massage Business Plan That Supports Your Goals

Once you’re clear on what your business needs to provide you, it’s time to create some goals, if you haven’t already. Your business plan needs to be realistic; so keep your personal needs, abilities and limitations in mind when creating goals for your business.

Also, it’s not enough just to have goals. You need a specific, actionable plan for achieving them AND a deadline for getting them done. This is exactly what your massage therapy business plan is for.

One of the best goal setting strategies is the creation of SMART goals. SMART goals are specific, measurable, achievable, relevant, and timely.

Here’s an example of a SMART goal.

Within 2 years, my clinic will gross $75,000 annually by treating a total of 83 clients a month, with an average cost of $75.00 per session.

Let’s break this goal down. This is what makes this goal a SMART goal.

  • SPECIFIC :   $75,000 annual gross income
  • MEASURABLE:  83 clients a month at $75 a session
  • ACHIEVABLE:  83 clients a month is a realistic number of clients for a full time therapist to see
  • RELEVANT:  How much money you make matters
  • TIMELY:  This goal will be reached within 2 years

Once you have a goal like that, you then need to create an actionable plan that will attract enough clients to your business to reach those numbers. And that’s just the tip of the iceberg! 

For every idea, plan or goal you create, you also need to create a strategy and a timeline for turning those ideas into accomplishments.

Every goal you set for your business should help create the work culture you want, reflect the identity of your brand, and add value to yourself, your business and your customers. If it doesn’t, you need to rethink your strategy.

Each goal needs a plan and a timeline. Having these benchmarks gives you something to measure your progress against.

Your goals should cover a variety of different timelines. Set short term goals that serve your needs today and lay the foundation for achieving bigger goals. Mid term goals help you reach new levels of growth and success over the next 1-3 years. Your long term goals will guide you toward achieving what you ultimately want to create.

Once you have a list of short term, mid term and long term goals, you’re ready to start creating your massage therapy business plan.

massage therapy business plan objectives

What’s Supposed To Be In Your Massage Therapy Business Plan?

The purpose of creating a business plan for your massage therapy business, is to have a written explanation of:

  •  WHAT your business is
  •  WHY it exists
  •  WHO it helps
  •  HOW it works
  •  WHERE it is going

You can make this as simple or complex as you need. The ultimate goal is to create a plan that you are convinced will work.

How extensive your business plan needs to be depends on how many hands are in the mix. You’re primarily creating this plan for yourself. In some cases, there may be people you need to share your business plan with. If that’s the case, you need to elaborate more than you would otherwise. 

10 Essential Things To Include In Your Massage Therapy Business Plan

Follow this list step-by-step to create your massage therapy business.

1. Executive Summary

This is a summary of your entire business plan. If someone reads only one section of your business plan in order to understand your overall strategy and identity, it should be the executive summary. The executive summary highlights the most important details of all the other sections in your massage therapy business plan. This section could be a few paragraphs or a few pages, depending on the depth of the plan you’re creating. Tip:  Write this section first to create an overall plan for your massage therapy business. Then build out each individual section using the executive summary as a guide. ALTERNATIVELY, you can write the executive summary last by simply combining the most important details from all the other sections.

‍ 2. Overview & Objectives

In this section, you deep dive into the mission of your company. First you describe your brand, which is basically “who” your company is and who it serves. Then you list out what your company plans to accomplish right now and in the future. This is a good place to highlight goals, values and your target market. All the details about who your ideal clients are and the value your business provides its staff, clients, vendors and the community can be included here. Be specific. Use this section to create a niche and a purpose for your massage therapy business. Tip:  Now is a good time to take a look at the SMART goals you created. Include the goals you created for your business here. Focus on the goals that are geared towards your mission, style and purpose. The financial goals will go in a different section.

3. Products & Services

This is perhaps the easiest and most straightforward piece of your massage therapy business plan. List out every service you offer and what it costs. If you sell products, include them here too. Explain what each product and service is, what it does, and the benefit it provides.

Don’t forget to include things like spa packages and membership plans. Now’s the time to think through what you’re able to offer by yourself or if you need a team of practitioners to provide the services you want to offer. Tip:  If you have designed a massage therapy website , you probably already have a list like this. Copy the list from your website to save time.

4. Massage Therapist & Practitioner Staffing

If your massage therapy business is a solo practice, you can skip this part of the business plan. If you plan to hire a massage therapist or other practitioners, you need a detailed plan for that. That goes here. This section is for listing the members of your team, their roles and responsibilities. You can include a short bio for each person that highlights their background, education and expertise.

One of the most common things massage business owners debate is whether to hire employees or have independent contractors . The decision is up to you, but it will impact your business model.

Tip:  Before you hire anyone, create a Standard Operating Procedure (SOP) for all the tasks that need done in your business. Document SOPs in writing and use them to train new team members. ‍

5. Business & Compensation Model 

After carefully considering multiple wellness business ideas , you must settle on a single business model. That business model may be a membership based massage franchise, multi-disciplinary practice, or just a solo-practitioner. Whatever it is, describe the structure of the business and how it’s organized in this section.

Also, explain how you’ll compensate your staff (and yourself). Outline the details of the pay structure for practitioners , admin staff, contractors, ect. Include things like commission, tips and salaries. You should also create a plan for how you’ll implement pay increases over time and the benchmarks for being eligible for a raise.

Tip:  Consider short-term abilities and long-term objectives before making a decision about business and compensation models. It’s hard to change structure down the road, so start where you want to end up. If you can’t afford to start there, create a plan for how and when you’ll transition later.

massage therapy business plan objectives

6. Sales And Marketing

In this section, explain how you will sell your services and promote your massage therapy business . Break down exactly how you’ll reach the clients your business was designed to serve, and how you will get them to buy from you. List all your massage marketing strategies , and then explain how you will implement them. Include things like your company website, social media marketing, email marketing, networking, paid advertising and so on. Also consider the massage marketing software tools you will need to make this happen, and make a budget around them. Tip:  Think about the ideal client you described in your Overview and Objections section. Consider what this person’s struggles, desires and spending habits are. Then build your sales and marketing plan around that.

7. Competitive Analysis

Every business has some sort of competition. In this section, make a list of all your competitors. Make note of who they are, what they do and who their customers are. Next describe how you intend to compete with these businesses. Set yourself apart by describing what makes your business different from competing companies. This may be something that makes you unique, better or more specialized than the competition. Tip:  Other massage therapists are not your only competition. What other services or products may your potential clients be using instead of massage therapy?

8. Operations

This section breaks down how you do what you do. Organize everything involved in running your business here. Including, but not limited to, how you interact and engage with clients, maintaining your office space, and how you write your SOAP Notes. Go into detail about everything. Explain how your business takes care of laundering linens, keeping the office clean, answering the phone, greeting clients, filing intake forms, and the methods of payment that are accepted. Write out all of the things you’ll do to manage your client files, or simply indicate if you’ll use a program like ClinicSense to stay organized and automate the work for your business. Tip:  If you make this section a detailed step by step guide, you can use it to create training manuals for staff later.

9. Tech Stack To Run Your Business

Technology will be instrumental in managing and growing your business. List the software you’ll use for things like scheduling, charting, review collecting, and marketing in this section. Create a plan for leveraging technology to streamline your processes, cut costs, improve productivity, and increase sales. 

 Your technical stack of tools might include: Scheduling Software, Accounting Software, Marketing Software, EMS & Charting software, or an all-in-one software solution for massage businesses .

Tip:  Research the wide variety of medical spa software available to you. Choose one that fits your budget and the needs of your practice. Make sure it’s a system you’re comfortable using and easy to use for client communication.

10. Financial Analysis

This section is all about the numbers. Create a budget for your massage therapy business , and list the details here. Be realistic, and plan for unforeseen setbacks. In addition to your current budget, you should also include future projections. As your business grows, its financial blueprint will change as well. It may not be possible to have exact numbers for future year sales, but it is possible to create future financial sales goals and estimations. Tip:  Review your SMART goals, and use the ones that relate to money here. Create benchmarks for your financial progress.

What Do You Do When Your Massage Business Plan Is Finished?

A business plan isn’t something you do just once. Your business will change overtime. As things change, you’ll find that some parts of your business plan are no longer in line with your current goals. That means you need to update your massage therapy business plan on a regular basis.

Now that you have a business plan for your massage therapy business, you can use it to keep your business on track. It’s easy to waste time thinking up the same ideas again and again. All your ideas are now written down and organized. So now you can focus on getting things done, rather than wasting time thinking about how to get things done.

Use your business plan as a guide and a reference when you lose your way. It should ultimately be your map of how to get you from where you are now, to where you want to be . Maps are only effective if you get them out and study them. So don’t file your business plan away and never look at it again. Creating it is only the first step towards making it work for you.

It’s a good idea to set aside time once or twice a year to review and update your massage therapy business plan. When you do this, don’t forget to consider your own life, well being and personal goals, as well as your business goals. Make sure your business plans and your personal circumstances are still in alignment. If something is off, it’s time to make some changes.

Key Takeaways 

The effort you put into creating a business plan for your massage therapy business should inspire you to take action and reach your true potential. A business plan can keep you from wandering astray, because the plan for getting from point A to point B is already mapped out. Keep it somewhere easily accessible so that you can pull it out whenever you need it.

Use the benchmarks in your business plan as a ladder you can climb. Each benchmark is a step towards achieving your goals. With each one reached, you gain momentum. Keep climbing to reach your biggest and loftiest aspirations.

Remember, your business should be designed to support your personal goals and values. Creating a business plan is an efficient way to think through and plan exactly what needs done to have the type of business you want. Once that’s in writing, it’ll be clear what your next action steps are, no matter where you are in your journey.

Your business plan should be dynamic, which means it changes with you and your massage practice. As you execute your plan, you and your business will undoubtedly evolve. That means you need to periodically make the time to sit down and update your massage therapy business plan. You don’t need to start completely over each time. You only need to revise the parts that are out of date. That part will be easy, because by then you'll really know what you’re doing.

Ready To Start Building Your Massage Therapy Business? We Can Help!

ClinicSense is an all-in-one software solution designed to help massage therapists manage and grow their business. We help you lay the foundation for your practice by giving you the tools you need to get your practice off the ground and keep it running smoothly for years to come. 

We’ll help you get more clients with online scheduling, collecting & publishing reviews, and digital marketing. You’lll make a good impression with automated appointment reminders and digital intake forms. You’ll save time by using ClinicSense features to automate daily admin tasks.

Best of all, ClinicSense is designed to grow with you. We offer multiple pricing plans and packages Choose the plan that fits the needs of your business right now, and upgrade as your business grows. Try it for FREE and cancel anytime.

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How to Write the Best Massage Therapy Business Plan in 10 Simple Steps (with Free Template)

A client getting a massage

Starting a new massage business or revamping your existing venture? Being bombarded with advice from your friends, family, and well-wishers? 

“Get your documents in order!”

“Pick a catchy name”

“Is this your layout?”

And maybe most importantly, “So, what’s your plan?”

Let’s think about that question in detail for a bit. What is a plan or more importantly in this context, what is a massage therapy business plan?

A massage business plan is a document that describes the operational as well as financial objectives of a massage business. It can be considered a road map to your success as it encompasses detailed plans and budgets that show how the objectives will be realized.

It is quite easy to misunderstand that all a new venture requires is great equipment, good staff, accessible location, etc. To be fair, these assumptions are true to some extent but if you want your massage center to succeed in the world, you need a business plan.

What’s the big deal with massage therapy business plans?

A question mark drawn on a blackboard with a white chalk

Let’s be honest here, you are more likely to trust and follow a person who has a plan than someone who is happy-go-lucky.

Having a massage business plan will help you achieve the following:

  • If you were starting at location A and business success lies at location B. A business plan will help you reach from A to B.
  • If you were to chart your path on a piece of paper in the form of a well-laid-out plan, it will be easier to foresee any possible obstacles and help you solve them preemptively.
  • Milestones are important in any business to measure your success.
  • Keeping track of your profit and losses is sometimes not enough to see if your business is actually growing.
  • A massage plan with clear milestones will help you achieve your goals much more efficiently.
  • You’ll always have a future goal to look forward to and work towards.
  • Anyone can start a business but not everyone becomes successful.
  • Having a detailed massage business plan can help you garner support and give you the motivation to continue.
  • If you are planning on bringing in partners or investors, hiring staff, or borrowing money from the bank, then having a plan will give you the credibility to make a case for yourself.
  • You will need to prove that you are serious and have a well-laid out plan to return the borrowed money or reap profits within a stipulated period of time.
  • You don’t need a business degree to write a plan, anyone can write it. It’s that simple.
  • There’s no wrong way to write a massage therapist business plan. There are best practices and sometimes for official documentation, you may have to follow a certain template. Beyond that, it’s pretty much anything that can range from one page to a hundred.
  • The plan is easy to update. In fact, it is recommended you revisit your document periodically to make changes and insert better projections. It is a solution that fits all the problems.

Now that we have established why we need one, let’s dive in and learn how to write one.

Here’s a list of sections in a business plan that we are going to cover in this blog,

  • Executive Summary
  • Overview and Objectives
  • Services and Products
  • Market Analysis
  • Customer Analysis
  • Competitive Analysis
  • Sales and Marketing Plan
  • Operations Analysis
  • Financial Plan

1. Executive Summary 

A woman getting a massage in a massage center


This section will cover the introduction to your massage business plan . It sets the context for the rest of your document. Even though this is the first section, it is generally the last section you pen down as it contains the summary of each of the sections.

  • The goal of your Executive Summary is to capture the attention of the reader.  
  • Think of it as an elevator pitch , the prospective investor/reader must be hooked by the executive summary to keep reading further.
  • The reader must get to know the gist of your entire business from this section alone. They should understand your overall strategy, goals, mission, vision, etc.
  • It should also explain what type of business you are operating and its status . Eg: are you a first-timer or a veteran with a proven track record, are you planning to open at one location at a time or at multiple locations, etc. 
  • The size can range from one to many pages , depending upon the length and depth of your entire plan.
  • Use the Executive Summary section to build out your entire business plan, write the subsections first, and then slowly expand them. This would give direction to the whole plan.
  • If you want (provided you already have a clear understanding and direction), you can also create the executive summary by picking the important details of all the other sections at the end.
  • Don’t forget to talk about niches, operating style, business model, strategy, etc. 

2. Overview and Objectives

A woman getting massaged with stones by a massage therapist

In this section, you will deep dive into your business and talk about its objectives . 

You will essentially discuss what the massage center’s brand represents, what your company is as a whole, and who are going to be your customers. If the executive summary was a brief overview of the business plan and its contents, then this section is the same but focused more on your practice .

  • Detail what your business is going to do and how it is going to operate.
  • Describe why you started the business and what you aim to achieve through it.
  • Write about your milestones and how many you have achieved so far.
  • Pen down your short, medium, and long-term goals . 
  • Make sure to include information regarding how your business is structured as well (Eg: Are you incorporated as a sole proprietorship, S-Corp, LLC, etc. ?)
  • Write the values that you want to propagate in your business and through it.
  • Give a detailed account of your target market as well.

3. Services and Products

Tools that are used in massage centers like rose quartz, face roller, and Vitamin C oil

This section is to highlight the products and services that your business is planning to offer once it begins operations. It’s probably going to be the easiest section to fill out as you’d have a deep understanding of what services you want to offer and how.

  • List every service that you are planning to offer.
  • If you are going to sell any products, merchandise, add-ons, etc. add them as well. 
  • Add the pricing of the services and products.
  • Give details regarding expansions in terms of services and products in the future. 
  • You will probably have a list lying around that details the above information. Copy-paste and match the content to the section.
  • This section will help you later if you are setting up a website and want a catalog section .
  • Make sure the quality is kept high as a business’s value is only ever as high as the services it provides. 
  • Detailed descriptions will help the reader to understand what the business actually does on a daily basis.
  • Make sure the description are not very massage jargon-heavy and even a layman can understand its contents.
  • Make sure to keep the pricing of your services relative to the income level of your region. Studies have shown that while 36% of those who make $100,000 or more got a massage in 2020 while only 19% of those who make $50,000 or less got a massage.
  • Overpricing your services and products can lead to a negative impact on your business.

4. Market Analysis

Woman getting massaged by a massage therapist while lying down

This section will give a brief overview of the massage therapy business as a whole . This section sometimes tends to be a bit challenging and you might need the help of someone else to gather all the information and to understand the insights.

  • Understand the general state of the economy the location you expect to do business in Eg: Is this neighborhood ideal for my massage business to flourish?
  • Gain an estimation of the size of your target audience . This will help you understand if the location is oversaturated in your niche and if you can break even pretty soon.
  • Figure out the growth rate of your target market . Eg: Will traditional massage businesses cease to exist in 3-5 years when automated machines arrive in the nearby mall?
  • Don’t pick up random uncomparable data. You will both waste your time and end up with a bunch of insights that won’t make any sense.
  • What is the size of the massage therapy industry (in your local currency)?
  • What trends are affecting the industry presently?
  • Does the graph for market penetration and growth go up or down?
  • What is the massage therapy industry’s growth forecast over the next 5 to 10 years?
  • Who are your key competitors in this market?
  • What is the relevant target market size ? A rough estimate of your target customers in that locality.

5. Customer Analysis

A diverse group of massage customers

This section deals with your target audience . For example, young adults, athletes, mothers, working professionals, etc. 

It contains 3 sections:

  • Identify your target customers
  • Perform an in-depth into their needs and requirements
  • Describe how your service eliminates their problem or bridge an existing gap
  • Helps you support your market choice and avoid entering a section of the industry that is either too broad or niche.
  • Lets you focus on serving your target audience rather than waste resources in trying to please a broad category and finally end up satisfying the needs of no one.
  • Prioritize which segment of the target market you need to focus on and the effort required to achieve them.
  • Enables you to further devise a marketing strategy for each of these segments.
  • Identify the demographic, geographic location, and income slab. This will help you cater your services better and set your pricing accordingly.
  • Customer needs could take the form of past and present actions, future projections, and/or implications of using your services before.
  • Understand a customer’s decision-making process and then try to incorporate that into this section.

6. Competitive Analysis 

Massage business owner discussing their competitors with his team

This section will highlight the competitors you face both directly and indirectly as well as those that are present in the industry currently and prospective ones that may join in the near future.

For example, direct competitors are other massage therapy businesses in your locality while indirect competitors are other options that customers can go to as a substitute for your business. This includes spas, chiropractors, gyms, and health clubs.

  • Understanding the strengths and weaknesses of your business can be quintessential when you encounter new competitors.
  • Figuring out your competitor’s weakness can help you step up your services and offer what others don’t.
  • If you are confused about what services you should provide , taking a look at your competitors can help you curate a list that is neither overwhelming nor underwhelming.
  • The first paragraph should contain an outline of your environment with respect to the competitors, the market share they control, and other relevant details.   
  • Document where all you have competitive advantages and where all you face a disadvantage. 
  • The writing needn’t be extensive but it should be enough to convince the reader that you are knowledgeable about your competitors and you aren’t the business blindly.
  • Check out the free massage therapy business plan example attached at the end of this blog to get you started on your competitive analysis. 

7. Sales and Marketing Plan

Massage center staff discussing sales and marketing plan with each other

This section will be used to highlight how you plan to sell your services and market them . The entire process will be broken down here for the reader to examine.

  • List all the marketing strategies you intend to implement . For example, social media and email marketing paid advertising, billboards, etc. 
  • Help you identify resources that you would require to take your business forward.
  • Decide if you need outside help to formulate your marketing and sales plan or hire additional team members.
  • Build a buyer’s persona based on your customer analysis and then tailor fit your sales and marketing plan to them.
  • Product – Describe the massage therapy services in detail that you had mentioned in the company analysis. Make sure to include further details on add-ons (hand massage, foot scrub, aromatherapy, etc.), exclusive services for members, loyalty programs, merchandise, etc. 
  • Price – Document the prices that you are planning to charge for each of your services (relaxation, deep tissue, sports massage, etc.) and how they are in comparison to your competitors.
  • Place – Here you should include how your location might play an advantage to your business and how it can offer a steady flow of customers. Location details and how it impacts your success is an important part of this subsection. 
  • Promotion – Describe how you intend to draw customers over to your business and what mediums or strategies will you use to achieve the same. For example, advertising in local papers and magazines, flyers, massage-related social media posts, influencer marketing, local radio advertising, etc.
  • Make sure to check out Appointy’s blog on massage marketing so that you can get a headstart on your marketing campaign if you haven’t started already.

8. Operations Analysis

A staff performing hand massage on a customer

This section is used to highlight how you will run your business on a day-to-day basis . You can talk about everything from how you will interact with your clients, acquire new ones, book appointments, manage your team, maintain your business premises, etc.  

  • Chart out everything in detail so that your reader can get a better understanding of your business. 
  • Compare and contrast different types of equipment, third-party services, etc.
  • Explain how you will meet the goals set by the earlier section.
  • When deciding how to handle your operations and documenting them, it’s a great idea to get a massage booking software that will help automate your booking process and daily admin.
  • Make it easier for you to create a staff training manual later down the lane.
  • Enable the readers to grasp the daily activities in a much more digestible way.
  • Make this section as elaborate as possible as this would be the most accurate representation of your business at a grassroots level.
  • You can find the attached sample business plan for massage therapists and use it to document your day-to-day activities.

9. Financial Plan

A lady is doing financial analysis of her massage business

This section should be all about numbers . It should cover everything from planned expenses to unforeseen overheads and justifications for your budget. It should be as realistic as possible and account for worst-case scenarios.  

  • Describe the sources of revenue and the strategies to achieve them.
  • Understand where your business stands and how to allocate your resources better.
  • Help make your readers (bankers, investors, etc.) understand how the money flows and how you intend to use them so that they can decide if they want to give you a loan or invest in your business.
  • Financial planning is different from accounting. When accounting takes a look at the past, financial planning looks at the future .
  • Your financial plan will have 3 major components: a cash flow projection, income statement, and balance sheet.
  • If you are not familiar with financial planning and how you can go about it, you can either follow free tutorials and blogs or use a financial planning software to formulate the same.
  • Doing a breakeven analysis and identifying your assets and liabilities is an important step in this process that shouldn’t be overlooked.
  • Creating a visual representation of your financial section can greatly improve the experience of understanding and analyzing it.

10. Appendix

A pile of folders containing various documents

This section is used to provide supporting documentation to your business plan . This will generally include documents, visuals, reports, charts, etc. that you didn’t want to put in the above sections.

  • Make the business plan look less cluttered with information and make it as professional as possible.
  • Give context to the summarized projections you may have added to the business plan by showing the entire projection.

Make sure to add the following and more (if applicable),

  • Customer Testimonials – If you already had/have a business in the same niche, customer testimonials can be leveraged in the appendix to add value to the document and boost the confidence of prospective investors to put their money down.
  • Intellectual Property Documentation –  If you have patented technologies, methods, products, etc. this section can be used to validate those claims.
  • Management Details – You can add details regarding your hired team, their experience, qualifications, etc.
  • Location/Shop Details – This can include blueprints for the massage center, further details regarding the location, building compliances, registration documents, etc. 

The market size , measured by revenue, of the massage industry in the US alone, is $16.6bn. A huge opportunity lies there for potential business owners to leverage their resources and guide their massage business to success.

Think of your business plan as a guide, map, or even as a friend who’d act as a reference when you lose your way. It should be a written document that gives information regarding how you are going to start your business and where you want it to be in the future.

Make sure to download the free massage therapy business plan template that we created to help you get started.

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Business plans are only as effective as their user. Make sure you revisit the document as often as possible and make constant updates to it as you grow. Your milestones would be very different today from what they were 5 years ago (if they are not, you might want to reconsider and formulate a different plan).

In preparing for battle, I have always found that plans are useless, but planning is indispensable – Former U.S. President General Dwight D. Eisenhower

Spending more time in the process of planning and writing your document will surely help you understand your business and its feasibility much more than sitting and contemplating it.

Once you have formulated your massage therapy business plan, it’s time to take your venture to the next level. Appointy’s massage scheduling software does exactly that for you. 

Be part of smart massage business owners around the world and take service bookings like a pro. We hope this blog helps you in drafting your own business plan with ease. Best of luck!

About Appointy We at Appointy, help business owners grow and run their businesses with our online scheduling software. This blog was a part of our ‘Manage your Business’ category, where we provide expert tips, and resources, or simply talk about the challenges that small and medium businesses face every day.  If you have any thoughts on this blog or would like to chat about your business struggles and achievements, let us know in the comments below.  We love a good talk!

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Physical Therapy Massage Business Plan

Start your own physical therapy massage business plan

Healing Touch Massage

Executive summary executive summary is a brief introduction to your business plan. it describes your business, the problem that it solves, your target market, and financial highlights.">.

Healing Touch Massage is a sole proprietorship owned by Lavinia Watkins, LMT. Ms. Watkins has been a Licensed Massage Therapist in the State of Oregon since July 1984, and has run the business from a home-based location since then. The business has consistently been profitable since its inception.

We offer massage in a variety of styles – traditional Swedish Massage, Deep Tissue work, Sports Massage, Hot Stone Massage, Reflexology, and others.

This massage therapy business plan is being used to explore the cost effectiveness of expanding by moving the business into a downtown location. This would make the services more accessible to people who work full time, and also make the office more convenient for clients with medically-ordered massage therapy.  Billing insurance companies for medically required massage is lucrative, but the nature of the therapy – usually 15 to 30 minute sessions, focused on a specific body area, with a short-term duration – makes it imperative that the clients can get in to see the therapist over their lunch hour or during their work day.

Our mission is to run a profitable business by providing therapeutic massage in a caring, professional environment. We offer massage in a variety of styles – traditional Swedish Massage, Deep Tissue work, Sports Massage, Hot Stone Massage, Reflexology, and others. Our goal is to tailor the client’s experience based on initial interview information, as well as in-the-minute feedback during the massage, to insure the client’s comfort and satisfaction, and to increase repeat business. We intend to offer massage that is effective, yet respectful of the client’s personal boundaries, so that the experience is relaxing and energizing for both the client and the provider. We are mindful of the overall experience – using quality oils and lotions, appropriate scents, and soothing music, nature sounds or silence – as the client prefers.

  • Increase number of day-time clients by 100% by moving to a downtown location.
  • Increase new clients by 50% by advertising locally.
  • Find other LMT or other personal service provider to sublet space in new location.

Physical therapy massage business plan, executive summary chart image

Keys to Success

  • Professionalism: which includes everything from maintaining confidentiality, to keeping our LMT training up-to-date, to maintaining good boundaries between clients and therapist.
  • Individual Attention: making that extra effort to customize each client’s experience to his or her preference.
  • Repeat business/Recommendations: giving the kind of service that brings people back for regular treatments, and encourages clients  to recommend us to friends, and other health professionals to recommend their clients.

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Massage Therapy Business Plan

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If you are planning to start a new massage therapy business, the first thing you will need is a business plan. Use our massage therapy business plan example created using Upmetrics business plan software to start writing your business plan in no time.

Before you start writing a business plan for your new massage therapy business, spend as much time as you can reading through some samples of message-related business plans.

Reading some sample business plans will give you a good idea of what you’re aiming for, and also it will show you the different sections that different entrepreneurs include and the language they use to write about themselves and their business plans.

We have created this sample massage therapy business plan for you to get a good idea about how perfect a massage therapy business plan should look and what details you will need to include in your stunning business plan.

Massage Therapy Business Plan Outline

This is the standard massage therapy business plan outline, which will cover all important sections that you should include in your business plan.

  • Management and Personnel
  • Marketing/Sales
  • Planning/Organizing
  • Legal Structure
  • Permits and Licenses
  • Accounting & Record Keeping
  • Market Needs
  • Target Market
  • Market Potential
  • Mission Statement
  • Online/Social Media
  • People/Networking
  • Other Promotion and Publicity
  • SWOT Analysis
  • Gift certificates available
  • Monthly Personal Budget
  • Expansion Costs
  • Sources of Financing
  • Overhead Business Costs
  • Projected Profit and Loss
  • Projected Cash Flow
  • Projected Balance Sheet
  • Sales Forecast
  • Profit and Loss
  • Balance Sheet

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After  getting started with Upmetrics , you can copy this massage therapy business plan example into your business plan and modify the required information and download your massage therapy business plan pdf and doc file. It’s the fastest and easiest way to start writing your business plan.

Download a sample massage therapy business plan

Need help writing your business plan from scratch? Here you go;  download our free massage therapy business plan pdf  to start.

It’s a modern business plan template specifically designed for your massage therapy business. Use the example business plan as a guide for writing your own.

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Massage Therapy Business Plan Example

JUN.14, 2018

Massage therapy practice business plan for your own salon

Are you planning to start a massage therapy business ? Well, massage therapy business is a profitable business that offers healthcare related services to help heal people from some ailment or help them in soothing their muscle soreness, improving their sleep, boosting their immune function, enhancing their mental skills, aiding headache sufferers, alleviating depression, and reducing stress and anxiety. And considering the present situation, where every second person is in depression, this massage therapy business plan has a lot of market.

So, before you move on to opening your therapy clinic, you will have to prepare a comprehensive business plan for a massage therapist which will establish the basis of your company’s future operations and decisions. If you are wondering how to write an effective business plan for a massage therapist then here we are providing you a sample physical therapy clinic business plan of a startup named ‘HealCo Relaxing Center’.

Executive Summary

2.1 the massage therapy business.

HealCo Relaxing Center will be a licensed massage therapy center located in the Manhattan borough of the New York City. The business will be started in an existing therapy center which ceased to function two months ago.

2.2 Management of Massage Salom

HealCo Relaxing Center will be a sole proprietorship owned by Susan Frank. Susan is a licensed massage therapist from Florida who has been in this industry for the last ten years. Due to her extensive experience in the industry, Susan knows everything about how to open a massage business .

2.3 Clients of Massage Salom

We will provide therapeutic massage to the people with ailments so as to help them cure faster, and relaxation massage to relax the people who are in stress, depression or anxiety.

2.4 Target of the Massage Salom

The massage business plan  or massage therapy center outlines the company’s three years target as follows:

2.5 Keys to Success

  • Professionalism : We’ll maintain a professional approach as well as good boundaries between therapists and the clients.
  • Individual Attention : We’ll go the extra mile to customize the experience of our clients according to their preferences.
  • Client Satisfaction : We’ll ensure that our clients are always satisfied with us and leave our center in a fully relaxed state.

Massage Salom Summary

3.1 company owner.

HealCo Relaxing Center will be a sole proprietorship owned by Susan Frank. Susan is a licensed massage therapist from Florida who has been in this industry for the last ten years. Susan is adept in a variety of massage styles, and in tailoring each massage to the specific needs and preferences of clients. She is particularly expert in Integrated Breathing, Shiatsu, Sports Massage, Deep Tissue, Reiki, Watsu, Reflexology, and Acupressure.

3.2 Why the Massage Therapy Business is being started

The massage therapy business plan is being started due to Susan’s passion to serve the society by using her exceptional physical therapy skills. The second reason is to make profits in this industry by providing unparalleled massage therapy services to the clients.

3.3 How the Massage Therapy Business will be started

The first thing to do before you start thinking about how to start a physical therapy business is to develop a business plan for a massage therapist . You can also take help from this massage business plan template . After this phase, you can start executing the planned steps. As the next phase, Susan will procure and enhance an existing therapy center in downtown Manhattan which ceased to function two months ago. Since the facility was previously used as a therapy center so the cost of inventory is cut down and the biggest expense will be incurred on the renovation work. The costs for the startup are as follows:

The detailed startup requirements are given below:

Services for customers

After you have planned how to start up a massage therapy business , the next step is to plan what services will you provide to your clients.

This step is extremely important because all the subsequent things will depend on your services so make sure to plan it before starting your own physical therapy business . HealCo Relaxing Center will be a massage therapy center that will provide therapeutic massage to people with ailments so as to help them cure faster, and relaxation massage to relax the people who are in stress, depression or anxiety. We will provide following types of therapies and massages to our esteemed clients.

  • Riekie Therapy
  • Aroma Therapy
  • Acupuncture
  • PDSD Therapy
  • Driving Therapy
  • Physiological Therapy
  • Mobility Therapy
  • Gym Therapy
  • Water Therapy
  • Physical Therapy
  • Massage Therapy
  • Occupational, Physical, and Speech Therapy
  • Reflexology
  • Hot Stone Massage
  • Deep Tissue Work Sports Massage
  • Traditional Swedish Massage

HealCo Relaxing Center will operate 24/7 to attend to clients round the clock. We will also offer home services to the clients who are severely ill or can’t make it to our center due to their busy routine. To further facilitate our clients, we will arrange transportation facilities for them and allow them to make reservations online via our website or our official App.

Marketing Analysis of massage therapy business

The most important component of an effective business plan for a massage therapist  is its accurate marketing analysis that’s why Susan acquired the services of marketing experts to help her through this phase. It is only after this stage that a good physical therapy clinic business plan could have been developed. If you are starting your therapy clinic on a smaller scale then you can carry out the marketing analysis of your business plan for a massage therapist yourself by taking help from this massage business plan sample or other massage therapy business plan examples available online. On the other hand, if you are starting on a larger scale, you can seek help from marketing experts and can develop your own massage business plan template . In any case, you should pay special attention to this part of your physical therapy business plan .

The four main steps to carry out an accurate marketing analysis are to identify the current market trends, identify your target audience and potential clients, set out the business targets to achieve, and finally set the prices of your products and services.

5.1 Market and Industry Trends

Market trends can be analyzed in various ways such as by manual surveys, online research or even from guessing the pattern from any sample physical therapy business plan available online. You can also take help from the marketing trends given in this massage business plan template . Massage therapy industry generated about £12.1 billion in revenue in 2015 while it is expected to reach £16 billion this year. On average, the revenue growth is projected to increase at the rate of 3.6 percent per year through 2020. There are more than 300,000 massage therapists present across the United States and their number has increased from 14 to 19 percent over the course of just 4 years from 2011 to 2015. The number of American adults who had a massage at least once between July 2015 and July 2016 is roughly around 50 million. Furthermore, the number of therapists is increasing throughout the United States as well as in Manhattan. These stats show massage therapy has a lot of market and any massage business plan in this industry can prove to be immensely profitable provided that you plan and market it successfully.

5.2 Marketing Segmentation

A good massage business plan sample also categorizes its target market into various groups or segments after which different strategies are devised to target each group in accordance with its specific needs and requirements. Our target market is the residential community as well as the working-class community living or working near us. The community consists of all types of people from varying backgrounds. As per the financial position, nearly half of the community has a monthly income ranging from £40k to £50k while nearly 10% people have incomes even around £100,000. There are currently more than 738,000 households in Manhattan out of which 17.1% have children under the age of 18 living with them, 25.2% are married couples living together and 12.6% have a female householder with no husband present. 59.1% are non-families, out of which 48.0% of all households are made up of individuals and 10.9% have someone living alone who is 65 years of age or older. A successful and efficient marketing strategy can only be developed after we completely know our potential clients. Our experts have identified the following type of target audience which can become our future consumers:

The detailed marketing segmentation of our target audience is as follows:

5.2.1 Clients Needing Therapeutic Massage

This category includes all those clients who need therapy for some medical purposes such as for relieving pain or chronic health issues. The therapy is done by using advanced techniques such as trigger point therapy and deep tissue massage. The clients lying in this category will make the biggest contribution to our revenue since they frequently need therapy on a regular basis as a part of their medical treatment. This category is further divided into following groups:

  • Clients with injuries: This group includes those clients who have incurred an injury in some accident or by any other means. They need therapy as a part of their medical treatment, for proper muscle repair and for relieving severe pain. This group may include individuals from all age groups and backgrounds. Sportsmen and athletes are also included in this group who regularly take therapies for addressing the minor/major injuries they usually face.
  • Clients with chronic illnesses: This group includes those clients who are fighting with or have just recovered from chronic illnesses such as cancer, arthritis, backbone problems or other similar ailments. This group mostly include the senior citizens.
  • Clients with disabilities/issues: This group includes those clients who have either some sort of disability like Down’s syndrome and Autism, or the clients who have other body problems like posture and weight issues. This group mostly include children and teens.
  • Expectant mothers: This group includes expectant mothers who are prescribed to take a therapeutic massage (both Prenatal and Postnatal Massage Therapy) for addressing any issue with them while they are in labor or after their delivery.

5.2.2 Clients Needing Relaxation Massage

This category includes all those clients who just want to relax after a hectic day at work. Relaxation massage can greatly reduce the anxiety and depression of a person thus this massage is very popular with the working-class community especially the senior level executives of various businesses who often lead a stressful life. This massage is relatively simpler and straightforward as compared to the therapeutic massage and includes classic Swedish massage techniques along with a mud or cream application, a sea salt or sugar body scrub, or a paraffin hand treatment to the body. Since this massage is just intended to relax the clients and isn’t as much needed as the therapeutic massage, the revenue contribution from the clients taking this massage is relatively lower. The detailed market analysis of our potential clients is given in the following table:

5.3 Business Target

We aim to become the best massage therapy center of Manhattan within next five years of our startup. Our main massage business plan targets to be achieved as milestones over the course of next three years are as follows:

  • To achieve the net profit margin of £10k per month by the end of the first year, £15k per month by the end of the second year, and £25k per month by the end of the third year
  • To balance the initial cost of the startup with earned profits by the end of the first year
  • To open up a second massage therapy center by the end of three years in San Francisco, and a third one by the end of five years in Los Angeles

5.4 Product Pricing

After considering the market demands and the current competition, we have priced our services in the similar ranges as of our competitors. As of our relaxation massage, it will be charged on the basis of time, and clients can choose one of these three options—a 30-minute (£60), 50-minute (£95) or 75-minute (£135) massage. The price of every therapeutic massage will vary on the type of treatment and the condition of the patient but as a general rule, they will cost approximately 30 percent more than the relaxation massage. After analyzing all physical therapy business ideas and going through the market trends, the market demand, and the potential clients of the startup, the next step is to develop an ingenious strategy to attract those clients toward us.

Like marketing analysis, sales strategy is also an important component of a physical therapy business plan so it must be given proper attention before you think about how to start a massage business . That’s why Susan carried out an extensive research about various marketing strategies and went through a couple of massage business plan example templates before she decided on how to make a business plan for massage therapy along with an effective marketing strategic plans .

High Quality Business Plan and Professional Support

It was amazing to work with OGS Capital for our business plan. They promptly responded our enquires and delivered document on time.The document was well organized high quality and content.We succeded with Alex and his team support. We thank you guys again for professional approach and easy communication.

6.1 Competitive Analysis

As mentioned earlier, there are more than 300,000 massage therapists located across the United States. Similarly, there are hundreds of massage therapy centers located in Manhattan and their numbers are still on the rise. To survive and excel in such competitive environment, it is essential for a startup to work on its competitive aspects which will give it an advantage over the rest of the similar businesses in the locality. Considering the importance of the competitive advantage for a startup, we have come fully prepared to enter the market.

Our biggest competitive advantage will be our high-quality and unparalleled services where the environment in which the services are offered – lighting, sounds, smells, oils and linens as well as the emotional presence of the therapist – all will contribute to the best possible experience. Our staff is highly trained and well-groomed in all aspects of therapy, and we are exceptionally adept at providing customized service to our clients. We will ensure maximum client retainage by offering them pleasurable experiences that will make them come back over and over again. We will ensure that our therapists use quality supplies (such as lotions and massage oil) and create a friendly, relaxing and welcoming environment for our clients.

In addition to providing quality services, we will launch an App where our clients can make their reservations with us or can even pay online by linking it to their bank or PayPal account. This App will also remind them of their appointments with us by sending them timely notifications. This App will make it easier for our clients to connect with us and will give us an extreme advantage over other competitors since no massage therapy center within 10 km radius of our center has launched a similar App. Lastly, we will also provide home-therapy services which is also not provided by most of our competitors.

6.2 Sales Strategy

After carrying out a detailed analysis, our experts came up with the following brilliant ideas to advertise and sell ourselves.

  • We will carry out a large-scale social media campaign for our advertisement.
  • We will establish a strong online presence by using SEM/SEO techniques.
  • We will arrange seminars and informational sessions for increasing the public awareness about health benefits of massage and therapies.
  • We will launch an App which will be used for online reservations, making payments and much more.
  • We will offer a 25% discount on our services for the first three months of our launch.

6.3 Sales Monthly

Our monthly sales, as forecasted by our experts, are as follows:

6.4 Sales Yearly

Our yearly sales, as forecasted by our experts, are as follows:

6.5 Sales Forecast

Considering our innovative app, the quality of our services, and our unparalleled client service, our sales pattern is expected to increase with years. By analyzing our market segmentation strategy, our experts have forecasted in detailed the following sales on a yearly basis which are summarized in the column charts.

The detailed information about sales forecast, total unit sales, total sales is given in the following table:

Personnel plan

A personnel plan, like all other plans, is an important component of an effective massage business plan . Its importance is due to the fact that the success of any business plan for a massage therapist significantly depends upon its employees. It is never easy to estimate the number and type of staff needed for a company before it is even launched therefore it is always better to seek the help of HR experts to get through this phase. However, you can have a rough idea before you decide on how to start your own massage therapy business . Susan acquired the services of HR experts to help her develop the following personnel plan for her physical therapy business model .

7.1 Massage Salon Staff

Susan will act as the General Manager of the HealCo Relaxation Center and will manage its overall operations while the company will initially hire the following people:

  • 1 Accountant for maintaining financial records of the therapy center
  • 2 Sales Executives responsible for marketing and discovering new ventures
  • 15 Massage Therapist for giving therapeutic as well as relaxation massages to the clients
  • 5 Exercise Physiologist for helping sportsmen, athletes and other injured persons with various exercises
  • 6 Cleaners/Assistants for cleaning the facility and assisting with day-to-day operations
  • 1 Inventory Manager for managing/procuring the stock needed for merchandise
  • 3 Drivers for providing transportation facility to the clients
  • 1 Technical Assistant for managing company’s App as well as web pages and social media accounts
  • 1 Front Desk Officer for acting as a Receptionist, receiving calls and making reservations

All the professionals needed for starting a physical massage therapy business plan  will be hired by following strict testing procedures. After the selection of employees, the Massage Therapists and Exercise Physiologists will be trained for one month under the direct supervision of Susan herself so as to enable them to provide the highest quality of services possible.

7.2 Average Salary of Employees

The following table shows the forecasted data about employees and their salaries for next three years. These salaries are estimated by financial experts and are expected to deviate but the overall expenses will be more or less the same.

Financial Plan

Just like the other plans, you must also prepare a detailed financial plan covering all financial aspects of your startup before you move on to starting a physical therapy business . The financial plan should craft a detailed map about the costs of startup, inventory, payroll, equipment, business plan for landlord , utilities and how these costs will be covered by the earned profits. Before getting to think about opening massage therapy business plan , make sure to carry out a detailed profit and loss analysis. The HealCo Relaxing Center financial plan outlines the development of the company over the next three years and is specifically developed to achieve the company’s short-term as well as the long-term objectives.

8.1 Important Assumptions

8.2 brake-even analysis, 8.3 projected profit and loss, 8.3.1 profit monthly, 8.3.2 profit yearly, 8.3.3 gross margin monthly, 8.3.4 gross margin yearly, 8.4 projected cash flow, 8.5 projected balance sheet, 8.6 business ratios.

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OGS capital writers specialize in business plan themes such as reiki practice business basics , small spa business plan , business plan for a beauty salon , tattoo parlor business plan , business plan cosmetics , tanning salon business plan and many others.

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Massage Therapy Business Plan Template

Massage therapy business plan.

You’ve come to the right place to create your massage therapy business plan.

We have helped over 10,000 entrepreneurs and business owners create business plans and many have used them to start or grow their massage therapy businesses.

Massage Business Plan Example

Below is an example of a Massage Therapist business plan.

Executive Summary

Business overview.

Peaceful Massage is a startup massage therapy company located in San Francisco, California. The company is founded by Daniel Young, a certified massage therapist who has been recognized for several years as one of the top massage therapists in the area. Now that Daniel has garnered a positive reputation for providing exceptional massage therapy services, he is ready to start his own company, Peaceful Massage. Daniel is confident that his reputation and massage therapy skills combined with his ability to effectively manage client relationships will help him to quickly secure a loyal client base for his new business. Daniel plans on recruiting a team of highly qualified professionals to help manage the day to day complexities of running a massage therapy business including marketing and sales, accounting and bookkeeping, client reception, and record keeping.

Peaceful Massage will provide a comprehensive array of massage therapy modalities and services in a calming environment. The Peaceful Massage facility will be the ultimate choice in San Francisco for massage therapy while being the best-priced option in the area.

Product Offering

The following are the services that Peaceful Massage will provide:

  • Acupressure
  • Aromatherapy
  • Deep Tissue Massage
  • Hot Stone Massage
  • Pregnancy Massage
  • Sports Massage
  • Swedish Massage
  • Thai Massage

Customer Focus

Peaceful Massage will target anyone in San Francisco looking for a calming massage. The company will target people with chronic pain or injuries that could benefit from massage therapy. Peaceful Massage will also target athletes and people with active lifestyles. No matter the client, the clinic will deliver the best communication, service, and prices.

Management Team

Peaceful Massage will be owned and operated by Daniel Young. He has recruited an experienced administrative professional, Barbara Lewis, to be his office manager and help run the day to day operations.

Daniel Young is a graduate of Monterey Peninsula College with an associates degree in massage therapy. He has been working at a local spa for more than eight years as a certified massage therapist. Daniel’s expertise in various massage therapy techniques and effective communication skills have allowed him to develop a loyal client base.

Barbara Lewis has been an administrative assistant for over ten years at a local health spa. Daniel relies strongly on Barbara’s diligence, attention to detail, and focus when organizing his clients, schedule, and files. Barbara has worked in the health spa industry for so long, she understands all aspects required in running a successful massage therapy business.

Success Factors

Peaceful Massage will be able to achieve success by offering the following competitive advantages:

  • Friendly, knowledgeable, and highly qualified team of certified massage therapists who will be able to assess each client’s massage therapy needs and provide the modality that will work best for them.
  • Comprehensive menu of services to cater to a wide range of clients from those in chronic pain to those just looking to relax.
  • Peaceful Massage offers the best pricing in the area. The pricing structure is the most cost effective compared to the competition.

Financial Highlights

Peaceful Massage is seeking $250,000 in debt financing to launch its massage therapy business. The funding will be dedicated towards securing the clinic space and purchasing massage therapy equipment and supplies. Funding will also be dedicated towards three months of overhead costs to include payroll of the staff, rent, and marketing costs for print ads and association memberships. The breakout of the funding is below:

  • Massage therapy clinic build-out: $50,000
  • Equipment, supplies, and materials: $20,000
  • Three months of overhead expenses (payroll, rent, utilities): $160,000
  • Marketing costs: $10,000
  • Working capital: $10,000

The following graph below outlines the pro forma financial projections for Peaceful Massage.

Company Overview

Who is peaceful massage.

Peaceful Massage is a newly established massage therapy clinic in San Francisco, California. Peaceful Massage will be the most caring, clean, and comfortable choice for clients in the area. Peaceful Massage will provide a comprehensive menu of massage therapy services performed by experienced certified massage therapists who are experts in specific modalities.

Peaceful Massage will be able to provide soothing massage therapy techniques for optimal calming and relaxation. The team of professionals are highly qualified and experienced in various modalities such as Swedish massage, sports massage, massage for chronic pain relief, and hot stone massage. Peaceful Massage therapists are excellent communicators in addition to being highly qualified massage experts, creating a welcoming environment for all clients.

Peaceful Massage History

Peaceful Massage is owned and operated by Daniel Young, a certified massage therapist who has been recognized for several years for his exceptional service. Daniel has worked for a local massage therapy spa in San Francisco for several years. Daniel’s tenure with the massage therapy spa has given him the skills and knowledge required to venture out on his own and start his own company. Daniel has gained the trust and loyalty of a number of clients who have expressed interest in following him to his new clinic.

Since incorporation, Peaceful Massage has achieved the following milestones:

  • Registered Peaceful Massage, LLC to transact business in the state of California.
  • Has a contract in place to lease the massage therapy clinic.
  • Reached out to numerous contacts to include former clients, massage therapists, and friends and family members to spread the word about his new clinic.
  • Began recruiting a staff of massage therapists, accountants, sales and marketing associates, and office personnel to work at Peaceful Massage.

Peaceful Massage Services

The following will be the services Peaceful Massage will provide:

Industry Analysis

The United States massage therapy industry is valued at an estimated $16B and is expected to grow by 2.6% this year. Additionally, the number of massage therapists in the U.S. has grown by 14% in the last decade. The American Massage Therapy Association (AMTA) reports that people between the ages of 20-64 are the highest demographic to use massage therapy services.

The primary driver for industry growth is more people becoming health conscious and looking for ways to improve their overall wellness. According to a recent survey, approximately 93% of respondents believe massage is beneficial to their overall health and wellness. A majority of people seek out massage therapy for health and wellness concerns including pain relief (43%), relaxation/stress reduction (43%), soreness (37%), injury recovery/rehabilitation (33%), fitness/wellness (30%), prevention/improve quality of life (29%), and to control headaches/migraines (28%).

The main negative factors impacting the U.S. massage therapy industry are low barriers to entry and high competition. Industry operators can be competitive by offering a unique atmosphere, in-demand services, flexible scheduling, and high customer service standards.

Customer Analysis

Demographic profile of target market.

Peaceful Massage will target anyone seeking massage therapy services in San Francisco, California. The clinic will target people with chronic pain or injuries that could benefit from massage therapy. They will also target athletes and people with active lifestyles. No matter the client, Peaceful Massage will deliver the best communication, service, and prices.

The precise demographics for San Francisco, California are:

Customer Segmentation

Peaceful Massage will primarily target the following customer profiles:

  • Individuals suffering from chronic pain
  • Individuals with injuries
  • Pregnant women
  • Individuals who work in high stress environments

Competitive Analysis

Direct and indirect competitors.

Peaceful Massage will face competition from other companies with similar business profiles. A description of each competitor company is below.

Best Bay Area Massage

Located in San Francisco, Best Bay Area Massage is able to provide a wide variety of massage therapy services for its clients. The clinic’s list of services include deep tissue massage, Swedish massage, sports massage, stretch massage, and trigger point massage. Best Bay Area Massage is also able to perform additional services such as aromatherapy and salt stone massages.

Best Bay Area Massage’s promise is to deliver effective and rejuvenating massages in a comfortable environment. Best Bay Area Massage’s team of experienced massage professionals assures each client receives the best care and the proper modality for their unique massage therapy needs.

Golden Massage

Golden Massage is a San Francisco-based massage therapy spa that provides outstanding massage services for its clients. Golden Massage provides comprehensive massage therapy services for clients of all ages. The company specializes in sports massage, injury/rehabilitation massage, and relaxation massage. The owners of Golden Massage are massage therapy professionals so they understand how a massage therapy spa should be managed. Clients can depend on caring staff to provide exceptional customer service throughout the process from booking an appointment and speaking with a massage therapist to determine which therapist will be the best fit to getting a massage and booking the next appointment. Golden Massage takes the stress out of finding a convenient time for a massage and the uncertainty for new clients by maintaining a flexible schedule and ensuring all staff adhere to a high standard of customer service and communication.

City Massage & Bodyworks

City Massage & Bodyworks is a trusted San Francisco massage therapy clinic that provides superior service to clients in San Francisco and the surrounding areas. They are able to provide multiple types of massage therapy services including aromatherapy, sports massage, pregnancy massage, restorative massage, rejuvenation massage, and hot stone massage. Clients can make an appointment online, in person, or by phone. Additionally, clients can come in without an appointment at a time that is convenient for them. City Massage & Bodyworks offers an array of pricing options. Clients can pay per massage session or they can pay on a monthly basis for weekly massages.

Competitive Advantage

Peaceful Massage will be able to offer the following advantages over their competition:

  • Friendly, knowledgeable, and highly qualified team of certified massage therapists who are experts in their modalities and will provide caring, supportive customer service.
  • Comprehensive menu of services that allows for a client to find the massage service that works best for them.
  • Peaceful Massage offers the best prices in the area. The company’s pricing structure is the most cost effective compared to the competition.

Marketing Plan

Brand & value proposition.

Peaceful Massage will offer the unique value proposition to its clientele:

  • Highly-qualified team of skilled massage therapists that is able to provide a comprehensive set of services (sports massage, hot stone massage, pregnancy massage, Swedish massage, etc.).
  • Unbeatable pricing to its clients – Peaceful Massage does not mark up its services at a large percentage. They will offer the lowest pricing in the area.

Promotions Strategy

The promotions strategy for Peaceful Massage is as follows:

Word of Mouth/Referrals

Daniel Young has built up an extensive list of contacts over the years by providing exceptional service and expertise to his clients. Many former clients have communicated to Daniel that they kept coming back because they were happy with the massage therapy services he was providing. Once Daniel advised them he was leaving to open his own massage therapy business, they expressed interest in following him to his new clinic and will help spread the word of Peaceful Massage.

Professional Associations and Networking

Peaceful Massage will become a member of commercial and residential professional associations such as the American Massage Therapy Association (AMTA), Alliance for Massage Therapy Education (AMTE), Clinical Massage Association (CMA), and the Massage Therapy Foundation (MTF). The clinic will focus networking efforts on expanding its client network.

Print Advertising

Peaceful Massage will invest in professionally designed print ads to display in programs or flyers at industry networking events and in magazines, newspapers, and direct mailers.

Website/SEO Marketing

Peaceful Massage will create and maintain an organized, informative website that lists all the services that the clinic is able to provide. The company will employ an in-house marketing director that will also manage Peaceful Massage’s website presence with SEO marketing tactics so that any time someone types in the Google or Bing search engine “San Francisco massage therapy” or “massage therapy near me”, Peaceful Massage will be listed at the top of the search results.

Social Media Marketing

The company’s marketing director will create and maintain an active social media presence on multiple social media platforms including Facebook, Instagram, Twitter, YouTube, LinkedIn, and TikTok to promote the clinic and attract new clients.

The pricing of Peaceful Massage will be moderate and on par with competitors so customers feel they receive value when purchasing their services.

Operations Plan

The following will be the operations plan for Peaceful Massage.

Operation Functions:

  • Daniel Young will be the Owner and President of the company. He will oversee all staff and manage client relations. Daniel has spent the past year recruiting the following staff:
  • Barbara Lewis – Office Manager who will manage the clinic’s administration, client files, and accounts payable.
  • Charles Thomas – Staff Accountant who will provide all client accounting, tax payments, and monthly financial reporting.
  • Nancy Richards – Marketing Director who will provide all sales and marketing campaigns for Peaceful Massage.


Peaceful Massage will have the following milestones complete in the next six months.

8/1/2022 – Finalize contract to lease the clinic

8/15/2022 – Finalize personnel and staff employment contracts for the management team

9/1/2022 – Finalize contracts for massage therapists

9/15/2022 – Begin networking at industry events and initiate the marketing campaign

9/22/2022 – Begin moving into Peaceful Massage clinic

10/1/2022 – Peaceful Massage opens its clinic for business

Peaceful Massage will be owned and operated by Daniel Young. He has recruited an experienced administrative professional, Barbara Lewis, to be his Office Manager and help manage the office and operations.

Financial Plan

Key revenue & costs.

The revenue drivers for Peaceful Massage are the massage therapy fees they will charge to the clients for their services. The clinic’s price range will be $30-$90 per hour.

The cost drivers will be the overhead costs required in order to staff a massage therapy business. The expenses will be the payroll cost, rent, utilities, massage therapy equipment and supplies, and marketing materials.

Funding Requirements and Use of Funds

Key assumptions.

The following outlines the key assumptions required in order to achieve the revenue and cost numbers in the financials and in order to pay off the startup business loan.

  • Number of massage sessions per month: 200
  • Average fees paid per month: $10,000
  • Clinic lease per year: $100,000

Financial Projections

Income statement, balance sheet, cash flow statement, massage therapy business plan faqs, what is a massage therapy business plan.

A massage therapy business plan is a plan to start and/or grow your massage therapy business. Among other things, it outlines your business concept, identifies your target customers, presents your marketing plan and details your financial projections.

You can easily complete your massage therapy business plan using our Business Plan Template here .

What are the Main Types of Massage Therapy Businesses?

There are a number of different kinds of vending machines, some examples include: Day Spa, Mobile Massage, and Medical Massage.

How Do You Get Funding for Your Massage Therapy Business Plan?

Massage Therapy Businesses are often funded through small business loans. Personal savings, credit card financing and angel investors are also popular forms of funding.

What are the Steps To Start a Massage Therapy Business?

Starting a massage therapy business can be an exciting endeavor. Having a clear roadmap of the steps to start a business will help you stay focused on your goals and get started faster.

1. Develop A Massage Therapy Business Plan - The first step in starting a business is to create a detailed massage therapy business plan that outlines all aspects of the venture. This should include potential market size and target customers, the services or products you will offer, pricing strategies and a detailed financial forecast.  

2. Choose Your Legal Structure - It's important to select an appropriate legal entity for your massage therapy business. This could be a limited liability company (LLC), corporation, partnership, or sole proprietorship. Each type has its own benefits and drawbacks so it’s important to do research and choose wisely so that your massage therapy business is in compliance with local laws.

3. Register Your Massage Therapy Business - Once you have chosen a legal structure, the next step is to register your massage therapy business with the government or state where you’re operating from. This includes obtaining licenses and permits as required by federal, state, and local laws. 

4. Identify Financing Options - It’s likely that you’ll need some capital to start your massage therapy business, so take some time to identify what financing options are available such as bank loans, investor funding, grants, or crowdfunding platforms. 

5. Choose a Location - Whether you plan on operating out of a physical location or not, you should always have an idea of where you’ll be based should it become necessary in the future as well as what kind of space would be suitable for your operations. 

6. Hire Employees - There are several ways to find qualified employees including job boards like LinkedIn or Indeed as well as hiring agencies if needed – depending on what type of employees you need it might also be more effective to reach out directly through networking events. 

7. Acquire Necessary Massage Therapy Equipment & Supplies - In order to start your massage therapy business, you'll need to purchase all of the necessary equipment and supplies to run a successful operation. 

8. Market & Promote Your Business - Once you have all the necessary pieces in place, it’s time to start promoting and marketing your massage therapy business. This includes creating a website, utilizing social media platforms like Facebook or Twitter, and having an effective Search Engine Optimization (SEO) strategy. You should also consider traditional marketing techniques such as radio or print advertising. 

Learn more about how to start a successful massage therapy business:

  • How to Open a Massage Therapy Business

massage therapy business plan objectives

Massage Therapy Business Plan Template

If you want to start a massage therapy business or expand your current one, you need a business plan.

Over the past 20+ years, we have helped over 5,000 entrepreneurs and business owners create business plans to start and grow their massage therapy businesses.

Below are links to an example massage therapy business plan template :

Next Section: Executive Summary >

Massage Therapy Business Plan FAQs

What is the easiest way to complete my massage therapy business plan.

Growthink's Ultimate Business Plan Template allows you to quickly and easily complete your Massage Therapy Business Plan.

What Is a Massage Therapist Business Plan?

A massage therapy business plan is a plan to start and/or grow your massage therapy business. A business plan provides details about your business concept, competition and target customers.  It also presents your marketing plan and details your financial projections.

Why Do You Need a Massage Therapist Business Plan?

If you’re looking to start a massage therapy business, or grow your existing massage therapy business, you need a business plan. A business plan will show your business goals and your strategy for reaching them. Your Massage Therapy Business Plan should be updated as your company grows and changes.

What Are the Sources of Funding for Massage Therapy Businesses?

Massage Therapy businesses are usually funded through small business loans, personal savings, credit card financing and/or angel investors.


  • Massage Therapy Business Plan Home
  • 1. Executive Summary
  • 2. Company Overview
  • 3. Industry Analysis
  • 4. Customer Analysis
  • 5. Competitive Analysis
  • 6. Marketing Plan
  • 7. Operations Plan
  • 8. Management Team
  • 9. Financial Plan
  • 10. Appendix
  • Massage Therapy Business Plan Summary

Start Your Massage Therapy Plan Here

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Massage Therapy Business Plan

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This massage therapy business plan template helps you cover the basics of starting or expanding a massage business.

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Created by:

​ [Sender.FirstName] [Sender.LastName] ​

​ [Sender.Company] ​

Business Plan for (Your Business Name Here)

Prepared for:

​ [Recipient.FirstName] [Recipient.LastName]

​ [Recipient.Company] ​

Executive Summary

​ [Sender.Company] is a legal entity duly organized under the laws of (State/Country) and operates as a (legal structure, e.g., Sole Proprietorship, LLC, Corporation). The company specializes in the provision of professional massage therapy services, catering to a diverse clientele seeking therapeutic, relaxation, and wellness-focused treatments.

Ownership Structure

​ [Sender.Company] is owned by (Owner(s) Name(s)), who holds (percentage)% of the ownership interest. The ownership structure has been established in accordance with all relevant legal provisions, and any changes or transfers of ownership will be executed in full compliance with applicable laws and contractual obligations.

Business Objectives

​ [Sender.Company] primary objective is to deliver exceptional massage therapy services in full compliance with all applicable laws and regulations governing the practice of massage therapy, health, and wellness services within our jurisdiction. Our core mission is to enhance the well-being of our clients by providing high-quality, ethical, and therapeutic massage treatments.

Financial Projections

Financial projections indicate that [Sender.Company] anticipates steady growth in revenue over the next three (3) years. These projections are based on realistic assessments of market demand, pricing strategies, and expense management, all in compliance with applicable financial regulations and tax laws.

Funding Requirements

To support our growth and business expansion, [Sender.Company] may seek financing through legal means, such as business loans, grants, or investment agreements, as may be deemed necessary while adhering to all relevant financial regulations.

The funding request for this undertaking amounts to (Enter Amount).

Our Services

​ [Sender.Company] offers a range of professional massage therapy services provided by licensed and certified massage therapists.

Our services are designed to promote relaxation, alleviate discomfort, and enhance overall well-being while adhering to all applicable laws and regulations governing the practice of massage therapy within (State/Country).

Legal Compliance

​ [Sender.Company] operates its massage therapy services in strict accordance with all relevant laws and regulations governing the practice of massage therapy, health and safety, and client confidentiality.

All massage therapists are duly licensed and certified to practice within (State, County), and their qualifications are regularly updated and maintained.

Client Consent and Documentation

Before providing any massage therapy service, [Sender.Company] requires clients to complete a comprehensive health history and consent form.

Market Analysis

Target market.

​ [Sender.Company] aims to serve a diverse clientele within (State). Our target market includes, but is not limited to

(Mention Targeted Demographics, e.g., individuals seeking relief from musculoskeletal issues, stress, and discomfort, as well as those proactively pursuing relaxation and wellness).

Competitive Analysis

Location: (Location)

Business Hours: (Hours)

Operation Plan

All massage therapists and support staff employed by the [Sender.Company] shall be duly licensed, certified, and trained per the legal requirements set forth by (State) for the practice of massage therapy.

Inventory and Equipment

​ [Sender.Company] shall maintain an inventory of massage therapy supplies, equipment, and products necessary to safely and effectively provide massage therapy services.

Risk Management

​ [Sender.Company] shall maintain comprehensive insurance coverage, including professional liability insurance, general liability insurance, and workers' compensation insurance, as mandated by law. Risk management protocols are in place to minimize potential liabilities and ensure compliance with all legal obligations.

Quality Control and Customer Service

​ [Sender.LastName] is dedicated to providing high-quality massage therapy services while upholding the highest standards of legal and ethical conduct.

Financial Plan

Revenue projections.

​ [Sender.Company] anticipates achieving the following revenue milestones:

Year 1: (Year 1 Revenue Projection)

Year 2: (Year 1 Revenue Projection)

Year 3: (Year 1 Revenue Projection)

Expense Projections

The financial projections also encompass detailed expense projections, including but not limited to operating costs, marketing expenses, personnel costs, lease payments, and other overhead expenses. These projections adhere to generally accepted accounting principles (GAAP) and legal financial standards.

Cash Flow Analysis

A comprehensive cash flow analysis has been conducted to ensure the [Sender.Company] ability to manage financial obligations in a timely manner. This analysis considers cash inflows and outflows, including accounts receivable, accounts payable, and debt service, and complies with all relevant financial laws and regulations.

​ [Sender.Company] funding requirements have been assessed to support operational needs, growth strategies, and potential contingencies. Additional capital may be sought through legal means, such as business loans, investment agreements, or grants, while adhering to all financial regulations, contractual agreements, and disclosure requirements. The financial request total to (Enter Amount).

Compliance and Reporting

​ [Sender.Company] financial operations will be conducted in full compliance with all applicable financial and tax regulations, including but not limited to tax filing requirements, record keeping, and financial reporting obligations. [Sender.Company] will cooperate fully with tax authorities and will adhere to all statutory reporting requirements.

Risk Assessment

The financial plan includes a comprehensive risk assessment that identifies potential financial risks and mitigation strategies. This ensures that [Sender.Company] is prepared to address unforeseen financial challenges in a manner that complies with fiduciary responsibilities and regulatory requirements.

Confidentiality Agreement

The parties hereto acknowledge that all information contained within this business plan is proprietary and confidential and shall not, without the express written consent of [Sender.Company] , be disclosed, disseminated, or shared with any third party. This obligation of confidentiality shall extend indefinitely beyond the termination of any agreements or discussions between the parties. It shall be legally enforceable to the fullest extent permitted by applicable laws.

Any unauthorized sharing or disclosure of this confidential information shall subject the breaching party to legal remedies, including injunctive relief and monetary damages.

​ [Recipient.FirstName] [Recipient.LastName] ​

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Massage Therapy Business Plan Template [Updated 2023]


Massage Therapy Business Plan Template

If you want to start a Massage Therapy business or expand your current Massage Therapy business, you need a business plan.

The following Massage Therapy business plan template gives you the key elements to include in a winning Massage Therapist business plan.

You can download our Business Plan Template (including a full, customizable financial model) to your computer here.

Below are links to each of the key sections of an example massage therapy business plan. Once you create your plan, download it to PDF to show banks and investors.

Massage Business Plan Home I. Executive Summary II. Company Overview III. Industry Analysis IV. Customer Analysis V. Competitive Analysis VI. Marketing Plan VII. Operations Plan VIII. Management Team IX. Financial Plan

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Massage Therapy Business Plan Home I. Executive Summary II. Company Overview III. Industry Analysis IV. Customer Analysis V. Competitive Analysis VI. Marketing Plan VII. Operations Plan VIII. Management Team IX. Financial Plan

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Growing Your Practice: Marketing Plan Basics

Developing and implementing an effective marketing plan can go a long way in establishing and growing your massage therapy practice. 

Goals and Objectives

Developing a marketing plan requires that you first develop clear goals and objectives. A goal states your overall values and your mission. An objective is a measurable statement of your goals.

massage therapy business plan objectives

Setting Goals

When you start your massage business, you will probably have at least one goal that pertains to finding new clients. As your business develops, your new goal might refer to retaining existing massage clients as well as finding new ones. Your goals might also describe the type of client you want to work with and your commitment to continuing education and the massage therapy profession.

Setting Objectives

Every goal should have at least one objective that describes how and when you intend to achieve your goal.

Goal: Establish my massage client base. Objective: By the end of the first six months, have at least six regular clients who book monthly appointments. 

Goal: Develop a specialty in sports massage. Objective: At the end of this year, at least 75% of my clients will be athletes who require sports massage.

Goal: Take enough continuing education to maintain my massage license.  Objective: Earn 12 CE credits each year for four years in order to recertify (48 CE credits at the end of four years).

Goal: Stock my massage room with equipment to aid my clients' health and comfort. Objective: Budget $300 per quarter to purchase items like bolsters and heating pads.

Strategies and Tactics

A strategy describes your overall plan for reaching your massage business goals. A tactic describes the tools you will use to carry out your strategy. Both are driven by your marketing plan's goals and objectives.

Develop Strategies

To develop your strategies, ask yourself the question, " How  will I go about meeting my goals and objectives?"

  • There are many methods you could use for attracting clients, so you need to think about what methods you'll choose?
  • If you want to develop a clientele in sports massage, you will want to choose a strategy for reaching those prospective clients.
  • If you want to earn 12 CE credits of continuing education this year, your strategy describes the plan for reaching your goal.

Develop Tactics

Once you have decided which strategies are best for your massage therapy business, you'll need to decide on the details of the final action plan for carrying out your strategy. Your tactics should be detailed and specific. Examples of tactics are:

  • Create a marketing brochure or website that describes the benefits of sports massage, your credentials, your business hours and your contact information. Send the information to local college athletic departments and rehabilitation clinics.
  • Take continuing education tailored to your massage therapy goals, such as  AMTA online CE courses and AMTA National Convention .

Work Your Plan

Once you've developed your goals, objectives, strategies and tactics, you're ready to put your plan into action. Check the results of your plan to see if it's allowing you to meet your goals, at least quarterly. If the plans you've made are meeting or exceeding your expectations, that's great. If they're not producing the results you anticipated, make adjustments. Measure the return on investment (ROI)  of your massage business marketing plan.

Related:   Six Ways to Market Your Massage Practice


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