Exploring Life & Business with Carrie Dewolfe of Fresh Coast Optical

Today we’d like to introduce you to Carrie Dewolfe

Hi Carrie, so excited to have you with us today. What can you tell us about your story?
As an optometrist, one can pursue many different avenues of patient care. I chose to go into private practice because I can dictate what level of care I provide to patients. I have worked as an employed doctor at different corporate offices, however the level of care was always narrow due to a production based model (pushing glasses and contacts) versus a care based model. To go even further, not only did I choose to go into private practice, I chose to own my own office. I am the owner of Fresh Coast Optical in Caledonia, Michigan.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
As someone that has a medical background, I had very little mental framework for how a business should be run. I was familiar with the concept of profit and loss statements, cost of goods sold, depreciation of equipment, and that generally more money should be coming into the business than is going out in a set time. However I did not realize how inconsistent cashflow could be, and how important it was to be strategic on when funds are being spent, versus revenue is being generated on whatever those funds were being spent. In the beginning of a small business, it is essential that all working capital is spent on things that will generate revenue, not necessarily what will make your workday easier on a day to day basis (for instance a new fridge for office staff, while is a nice convenience to have, is not going to generate income on the salesfloor).

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
The longer I am at my optometric office, the more important it seems to develop a brand identity. As an employee, I never really cared about a brand identity or an office motto. I just clocked in, saw patients, and left.

While not essential for day to day functions, a brand identity might be the reason why a new patient (or customer) might choose you over a competitor. At my office, we strive to do things more efficiently than other offices in the area.

We are a very small office, which means when a patient calls to make an appointment or order glasses/contact lenses, they are likely communicating with the same person they met in the office just the week or two before at their annual eye exam. The doctor might even be the person that picks up their call.

This means, there is a small team with which you are already familiar, and they are going to take care of your issue that day, not 3-5 business days. It is efficient and simple.

In the future I hope to update my lens cutting equipment and offer same day glasses. As more and more large optical chains pup up in my community, I want to be able to continue to be considered the no-nonsense, high quality, efficient and simple option. Being able to offer same day glasses orders will save patients time coming back in to pick up their glasses and offer immediate order gratification.

Do you have any advice for those just starting out?
These first few years have been rough. There have been nights were I consistently do not leave the office until 10:30 or 11 at night. I’m glad I took this challenge on sooner rather than later.

Also, no one is going to as passionate about your business as much as you are. Take initiative and fight for how you want your business to run. Do not let friends or family members try to push their ideas on you or how you operate. You make your decisions based on solid reasoning that is in line with your core values.

Contact Info:

• Website: https://freshcoastoptical.com