Business Monday

Small Business Makeover

Makeover gives Miami vet’s business side a boost

 

Dr. Marta Lista had gained success as a veterinarian, but she needed help running her four-year-old practice, the Trail Animal Hospital in Miami.

A vet gets a makeover

• The business: Dr. Marta Lista, a veterinarian and owner of Trail Animal Hospital, 6464 SW Eighth St., Miami, www.trailanimalhospital.com

• The expert: Luis Zuniga, former chairman and counselor at Score Miami-Dade and a retired executive and electrical engineer with more than 35 years experience. Zuniga has established operations for multinational companies all over the world including Asia, Latin America and Europe.

• The challenge: Help a talented, overworked young veterinarian working six days a week better organize her practice so that her books are maintained and she has time to practice medicine. Like many small business owners, Lista trained to be one thing — a veterinarian — but suddenly found herself having to succeed at a host of other skills like accounting and marketing.

• The advice: Zuniga insisted Lista first get her books in order and suggested she hire a bookkeeper. And after quizzing her on her goals for the business, he came up with marketing strategies. To improve her online presence, Lista is adding an online pharmacy and listed the practice with Yelp and Angie’s List. She also hired a Web designer and came up with ways to better engage clients on her Facebook page, like posting pictures of their pets.


How to apply for a Small Business Makeover

Business Monday’s Small Business Makeovers focus on a particular aspect of a business that needs help. Experts in the community will be providing the advice. If you would like a makeover, here’s what you need to do:

•  Tell us why your business needs a professional makeover. Concentrate on one aspect of your business that needs help — corporate organization, marketing, financing, for example — and tell us what your problems are.

•  The makeover is open to anyone who has been in business at least two years. The business must be your primary source of income and be based in Miami-Dade or Broward counties.

•  E-mail your request to ndahlberg@MiamiHerald.com and put “Makeover” in the subject line.


About SCORE

Based in Washington, D.C., SCORE is a nonprofit with more than 12,000 volunteers working out of about 400 chapters around the country offering free counseling to small businesses. There are seven chapters on Florida’s east coast, including SCORE Miami-Dade, with more than 90 volunteer counselors.

Volunteers who work for SCORE Miami-Dade and other chapters come from varied backgrounds. SCORE Miami-Dade, one of the largest chapters, has nearly 100 counselors with expertise in all areas of business.

Counselors from SCORE meet with small business owners and offer free one-on-one counseling as well as dozens of low-cost workshops, such as “Guide to Selling a Business” Monday and “Guide to Buying a Business” on Thursday.

To volunteer or learn more about SCORE, go to www.score.org or www.miamidade.score.org.


jennyhiaasen@bellsouth.net

During the four years Dr. Marta Lista spent obtaining her degree from the prestigious University of Florida School of Veterinary Medicine, she learned many things. She learned about gross anatomy and embryology, studied parasitology, pharmacology and gastroenterology. She even got the “pig” talk, a lecture given by a professor to ensure students would pass the obscure but compulsory porcine section of the national boards.

And after graduating in 2000, her awards and achievements clearly reflected her success.

Her former dean chose her and just one other vet in the state to serve on the school’s admissions committee; she was elected president of the South Florida Veterinary Medical Association; and in 2005 and again in 2006, her peers named her South Florida Veterinarian of the Year.

Yet, four years after Lista bought and took over the Trail Animal Hospital, a fixture on Southwest Eighth Street in Miami for a remarkable six decades, she found herself struggling. She was working six days a week, juggling the duties of being a solo practitioner while keeping an eye on the books, the staff, the inventory and the other demands of running her practice.

Veterinary school, it turns out, prepared her to be an awesome vet, but not such an awesome business owner.

“They teach us the medicine but not the business and I’m sure a lot of vets my age or older would have the same experience,” she said. “That’s harder than the medicine, for sure.”

So Lista contacted The Miami Herald and asked for help making over her practice. The Herald, in turn, enlisted Luis M. Zuniga, a counselor with SCORE Miami-Dade, which offers a host of services to small businesses, including counseling, seminars on business practices and tutorials for programs like Intuit’s QuickBooks, the hugely popular accounting software for small businesses.

Zuniga, a retired executive and engineer, has more than 35 years of experience in executive sales and marketing with a wide range of expertise that includes setting up multinational corporations in Europe, Latin America and North America as well as a successful pet grooming franchise he founded with his son after retiring.

After chatting with Lista by phone, Zuniga paid a visit to Trail Animal Hospital. Part of what attracted Lista to the practice was not only its location on busy Eighth Street, but the clinic itself, a freestanding building that did not require the lease that came with other practices she’d looked at in strip malls.

“I’d been looking for a while and there were very few for sale,” she said, explaining that she knew the vet who owned Trail and thought he might be getting ready to retire. “I waited five years and he finally called.”

She immediately freshened up the building, giving it a new coat of bright white paint, striped awnings and a new sign. Exam rooms and a surgical suite got new stainless steel, thanks to her uncle, who owns a fabricating business. She installed boarding areas that include kennels for big animals and Plexiglas condos for smaller ones. The cat condo even includes a flat screen TV that plays a loop of a fish tank.

Zuniga found the clinic itself in great shape and only made one suggestion: a new sign, since the one Lista installed over the existing sign is small in comparison to nearby businesses and hidden by surrounding buildings.

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