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I wonder if B2B relationships is a strategy to use to offset how challenging it is to market directly to customers. You can partner with EAP programs, benefits providers, HR folks, primary care networks, etc.
The other technique is to market at the places veterans and first responders are frequenting.
Any counseling I’ve ever accessed has been by word of mouth or referral. I wouldn’t even know how to begin evaluating a service if I was doing internet research.
As for your question about expanding, you’ll very likely want to start safely through contracting before taking on the risk of employees. You might also consider partnerships with other service providers who either offer complimentary services or the same services, but you operate under a shared banner of some kind.