Table
of Contents
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Acknowledgments |
ix |
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Reviewers |
xi |
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Preface |
xiii |
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SECTION 1 |
THE BASICS OF
STARTING YOUR BUSINESS |
1 |
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Chapter 1 |
Going Solo: Is It for You? |
3 |
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Personality Traits
of Successful Entrepreneurs |
5 |
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Professional Skills
of Successful Entrepreneurs |
8 |
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The Advantages of
Going Solo |
10 |
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The Disadvantages of
Going Solo |
12 |
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Going Solo? A Summary |
13 |
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Chapter 2 |
First Steps: Business Essentials |
15 |
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Who Are You? The
Difference Between Employment and Self-Employment |
15 |
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Business Advisers |
16 |
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Choosing an
Appropriate Business Structure |
18 |
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The Business Plan;
Planning for Success |
24 |
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Basic Requirements
for Conducting Business |
26 |
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First Steps: A
Summary |
29 |
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Chapter 3 |
Money Management: Setting Fees and
Getting Paid |
31 |
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Setting Fees |
31 |
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Creating Effective
Policies and Procedures |
36 |
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Choosing Accounting
Software |
37 |
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Hiring an Accountant
or Bookkeeper |
38 |
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Getting Paid |
38 |
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Money Management: A
Summary |
40 |
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Chapter 4 |
Outfitting Your Office: What Do You
Really Need? |
43 |
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Office Space |
43 |
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Office Essentials:
Assessing Your Needs |
44 |
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Furnishings |
44 |
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Equipment |
45 |
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Business Supplies
and Forms |
50 |
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Computer Software |
53 |
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Virtual Assistants |
57 |
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Outfitting Your
Office: A Summary |
58 |
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Chapter 5 |
Tools and Tips for Marketing |
59 |
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Your Target Market |
60 |
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What You Are Selling |
64 |
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Tools and Methods
for Reaching Your Target Market |
67 |
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Networking: It’s Not
What You Know…It’s Who You Know |
67 |
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Advertising |
70 |
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Publicity |
76 |
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Word of Mouth |
80 |
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Tools and Tips for
Marketing: A Summary |
80 |
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Chapter 6 |
Using Technology to Enhance Your
Business |
83 |
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E-Mail Marketing |
83 |
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Listservs and Electronic
Mailing Lists |
84 |
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Netiquette |
84 |
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Research on the
World Wide Web |
86 |
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Marketing on the Web |
86 |
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Setting Up a Web
Site for Your Business |
86 |
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Multimedia Tools to
Enhance Your Business |
91 |
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Social Media |
93 |
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A Day in the Life of
a |
99 |
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Using Technology to
Enhance Your Business: A Summary |
100 |
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SECTION 2 |
EVERYTHING YOU NEED
TO KNOW ABOUT PRIVATE PRACTICE |
103 |
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Chapter 7 |
Private Practice Particulars: Office
Set-up and HIPAA |
105 |
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Finding Office Space |
105 |
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Visualizing Your
Office |
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Nutrition Counseling
Supplies |
112 |
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Medical Equipment
and Nutrition Assessment Tools |
115 |
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Patient Forms |
116 |
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Patient Charts |
123 |
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Waiting Room |
123 |
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Is Your Office Ready? |
123 |
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HIPAA: The Bottom Line |
125 |
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Private Practice
Particulars: A Summary |
127 |
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Chapter 8 |
Private Practice Business Decisions |
129 |
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Office Payment
Policies |
129 |
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Setting Fees for
Your Private Practice |
132 |
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The Basics of
Third-Party Payers |
133 |
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Accepting
Third-Party Payers or Fee for Service: What’s Right for Your Practice? |
137 |
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Billing Options |
138 |
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How to Become a
Third-Party Payer |
141 |
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Now You Are a
Provider: What’s Next? |
143 |
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Tools for Billing |
146 |
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Accounting and
Reimbursement Issues |
154 |
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Professional
Example: |
156 |
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Private Practice
Business Decisions: A Summary |
156 |
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Chapter 9 |
It’s All About You: How to Market
Your Private Practice |
163 |
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Promoting Yourself
First |
164 |
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Getting Referrals |
168 |
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Maintaining Referral
Sources |
170 |
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Marketing Directly
to Patients and Clients |
170 |
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It’s All About You:
A Summary |
172 |
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Chapter 10 |
Repeat Visits: Getting Your Patients
to Return |
175 |
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From Educator to
Counselor |
175 |
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Becoming a Nutrition
Therapist |
177 |
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Getting Patients to
Return for Follow-Up |
181 |
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Selling Nutrition
Therapy |
185 |
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Repeat Visits: A
Summary |
187 |
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SECTION 3 |
BEYOND PRIVATE
PRACTICE |
189 |
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Chapter 11 |
Breaking into the Writers’ Market |
191 |
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Freebies First |
192 |
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Traits of Effective
Writers |
192 |
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Generating Ideas |
193 |
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How to Query |
194 |
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Which Comes
First—The Proposal or the Manuscript? |
196 |
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Your Copy Rights |
196 |
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Traditional
Publishing Media |
197 |
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Other Writing
Opportunities |
201 |
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Making Money Writing |
202 |
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Firsthand Accounts
of Successful Writers |
203 |
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Breaking into the
Writers’ Market: A Summary |
205 |
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Chapter 12 |
Becoming a Media-Savvy Registered
Dietitian: Public Speaking and Media Consulting |
207 |
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Communication Skills |
207 |
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Public Speaking |
208 |
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Media Matters |
213 |
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Becoming a
Media-Savvy Registered Dietitian: A Summary |
224 |
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Chapter 13 |
Endless Possibilities: More Business
Opportunities Beyond Private Practice |
227 |
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Defining the Word
“Consultant” |
228 |
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Consulting
Opportunities |
228 |
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Professional Examples |
235 |
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Are You Ready Now? |
244 |
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Endless
Possibilities: A Summary |
244 |
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Chapter 14 |
Resources for Success |
245 |
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Publications for
Starting and Staying in Business |
245 |
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Nutrition Resources
and Products |
245 |
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Business Resources |
248 |
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HIPAA Resources |
251 |
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Medical Nutrition
Therapy and Medicare Resources |
252 |
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E-Marketing and
Social Media Resources |
253 |
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Resources for
Speakers |
253 |
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Writing Resources |
253 |
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Index |
255 |
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