Ventures
WINTER 2024
EDITOR
Amy Brownstein, MS, RDN
INCOMING EDITOR
Kimberly Marsh, MS, RD
EDITORIAL BOARD 2024-2025
Leah Tsui, MS, RDN, LDN
Jessica Oswald, MS, RDN, LD
Lauri Egan, RDN, CPT
Kimberly Marsh, MS, RDN
Jessica Beardsley, MS, RD, LDN
Amy Brownstein, MS, RDN
Shannon McMahon, MS, RDN, LDN
The newsletter pertains to the Nutrition Entrepreneurs Dietetic Practice Group of the Academy of Nutrition and Dietetics and reproduction rights are reserved Publication of an advertisement in the Ventures newsletter should not be considered as an endorsement of the product or advertiser by the DPG Viewpoints and statements in this newsletter do not necessarily reflect policies and/or positions of the Academy of Nutrition and Dietetics © 2024 Nutrition Entrepreneurs All rights reserved
WE WELCOME FEEDBACK FROM OUR MEMBERS. PLEASE CONTACT THE EDITOR:
Amy Brownstein, MS, RDN ne@eatright org
SUBSCRIPTION INFORMATION OR QUESTIONS: Email ne@eatright�org
Letter From the Editor
AMY BROWNSTEIN MS, RDN NEWSLETTER EDITOR
In today’s rapidly changing professional landscape, the importance of growing your skill set cannot be overstated� Staying relevant and competitive in your field requires a commitment to lifelong learning and a willingness to adapt Developing your skills not only enhances your performance at work but also opens doors to new opportunities and greater job satisfaction
The swift pace of technological advancements necessitates constant learning and adjusting to maintain efficacy For example, digital tools such as artificial intelligence (AI)powered platforms are transforming industries, requiring employees to learn how to leverage them for efficiency and innovation By staying up-to-date, you not only remain valuable to your organization but also position yourself as a forwardthinking, adaptable professional
Learning new skills also boosts confidence and productivity Mastering a task or learning a new technique can reduce the time and effort required to complete your work� With enhanced abilities, you can approach challenges with greater assurance, leading to better outcomes and more recognition For instance, sharpening your communication skills can improve teamwork and help you navigate complex projects more effectively
Moreover, a wider skill set is a pathway to career growth Employers often look for individuals who show initiative and a desire for self-improvement Demonstrating your commitment to professional development can set you apart from peers, paving the way for promotions, leadership roles or even entirely new career paths A diversified skill set can also serve as a safety net, allowing you to pivot when industries or job markets shift
In addition to personal and professional benefits, improving your skills contributes to your workplace environment When employees enhance their abilities, it strengthens the team as a whole, fostering collaboration and innovation A culture of learning can inspire colleagues and create an atmosphere of mutual growth, benefiting both individuals and the organization
Finally, refining your skill set reflects your long-term career vision It’s a proactive approach to managing change, ensuring you remain equipped to handle future challenges Whether it’s through formal training, online courses or hands-on experience, investing in your skills demonstrates resilience and a growth mindset
In summary, the importance of continually refining your skill set cannot be understated It not only advances your career but also enhances your confidence, adaptability and overall contribution to your professional environment
Amy Brownstein, MS, RDN, is a privatepractice dietitian and consultant
She is passionate about translating nutrition science into tangible, digestible information and recommendations Amy is an outdoor enthusiast, spending most of her time biking, hiking or running When she’s not outside, she enjoys baking and trying natural wines
Letter From the Chair
LEAH TSUI MS, RDN, LDN CHAIR
A new year is upon us, so get ready to dazzle your way through the mark of new beginnings Some of our best planning can be done prior to the hectic times of family and friend gatherings, but in case you didn’t get to it in late 2024, the best time to start is today! No need to feel behind in case you haven’t put together your Q1 plan Echoing what I mentioned with goal-setting in early 2024 Ventures, our Q1 2025 project and theme can be decided in this last quarter of 2024, and it’s okay if you haven’t gotten there yet Hopefully this issue will allow for inspiration to strike When we do some earlier planning, this allows for us to do big-picture thinking and create a strategic plan for Q1, rather than a haphazard, rushed, running-aroundwith-our-heads-chopped-off feeling
Inside this issue of Ventures, we have a wealth of information: honing our skills with choosing our niche, communication and language usage, social media and more� I encourage you to read through what resonates for you at the moment, then go out and practice it right away I’m guilty of getting into the cycle of learning constantly but not utilizing what I’ve learned right away We don’t know what we don’t know, right? But when we become overwhelmed by ideas, this can paralyze our decision-making, and our automatic response is to freeze How do we break this pattern?
I remember when I first started learning about the importance of marketing, and consumed as much as I could about how to market my private practice and consulting services It was fascinating to learn, while also humbling to note that I had no prior experience and was starting from the ground up But then I tried everything, instead of focusing on just one thing � I felt like I was treading water to try everything that I learned, but found that I had no direction in which to swim This is where I learned that the best practice may not be to do everything all at once; rather, it’s a concentrated
effort in one area and see what comes of it One of my favorite examples has been connecting with friends and family members about what I do, so they can share this with their companies � I’ve been brought in for wellness talks for employee benefits to enhance employee wellness, and it’s been a helpful way to get my name out there and drum up business
I know you’ll be able to find something within these pages that you’d like to try out in the next couple months And if you don’t, perhaps you’d like to write in for our next Ventures newsletter! We’d love to hear from you either way Please don’t hesitate to reach out to “NE@ EatRight �org” or reach out to me via the NE Community portal
(http://community eatrightpro org/ nedpg/network/members)
Leah Tsui, MS, RDN, LDN, is the owner of Limitless Nutrition, where she does 1:1 virtual counseling, corporate workshops, and consults for several start-ups Leah combines her love of sports nutrition with an intuitive eating approach In her time off from being an RDN, you can find her weightlifting, reading a book (or two!) for the book clubs she's in, or running along the beach
Making Your Mark: The Case for Niching Down as a Dietitian
JESSICA CORWIN MPH, RDN DIRECTOR OF MEMBER SERVICES
Should dietitians choose a niche? If you had asked me this question 15 or even 10 years ago, I would have said “‘No way!” firmly believing I could do it all
Three kids and a traveling husband later … my view has become quite the contrary
Today, I believe establishing a niche is crucial for nutrition entrepreneurs, especially in today's fast-paced and information-saturated world
As someone who values practical, evidence-based solutions and has a desire to continuously grow - yet running with a limited bandwidth - I have learned firsthand how important it is to hone in on a specific area of expertise
Here are some key reasons why establishing a niche can be a gamechanger for your business
First, having a niche allows you to better understand whom you are speaking to in your marketing materials and social media messaging In a crowded online space, knowing your audience is critical It’s much easier to create content that resonates when you have a clear picture of your ideal client - a piece of advice we hear consistently from our incredible webinar hosts� Whether you're focusing on women’s health, sports nutrition or B2B solutions, your messaging becomes more authentic and tailored, leading to stronger connections and client engagement
Second, developing a niche allows you to truly become an expert in one area rather than a “Jane of all trades.” In my opinion, clients are more likely to seek out a professional who demonstrates deep knowledge in a specific field rather than someone who covers many areas superficially Specializing enables you to dive deeper into the research, trends and best practices of your niche, which builds trust and credibility with your audience
Third, niching down allows you to focus on what you’re truly passionate about For many RDNs, this passion fuels their work and helps sustain long-term career satisfaction It’s also easier to stay motivated and committed when you are working in an area that aligns with your personal values and interests I myself have moved from school nutrition marketing to culinary nutrition to women's health, and now I’ve narrowed my focus to perimenopause and menopause Each shift has brought me closer to where my true interests lie
Keep in mind that establishing a niche doesn’t mean you’re locked in forever It’s okay to pivot As your interests evolve, or as new opportunities arise, you are allowed to shift focus� I certainly have! I began in school nutrition marketing solutions before shifting into local food, public health and culinary nutrition Today you will find me focused solely in the area of women’s health, more particularly midlife and menopause Significant pivots each time and yet, each one has enabled me to follow my heart right to where I needed to be Niching helps cut through the overwhelming amount of information out there, saving you time and helping you zero in on the research and resources most relevant to your area of expertise
Creating a niche brings clarity, expertise, passion and flexibility— essential components of long-term success as a nutrition entrepreneur Though, as I have experienced myself, perhaps this has just as much to do with our bandwidth per season of life For those of you still thriving as that enticing “Jane of all trades,” more power to you!
Jessica Corwin, MPH, RDN, despite recently transitioning away from entrepreneurial work this year and into the field of women's health, couldn't pass up the opportunity to give back to a DPG that has inspired her for over a decade Jessica has 15+ years of experience in public health, culinary medicine, group education, as well as writing and editing That being said, she works hard in order to play hard, soaking up the sun on the sandy shores of Lake Michigan with her three children, husband and boxer dog
Unlocking Success: The Transformative Power of Mentorship
MARIA MORGAN-BATHKE
MBA, PhD, RD, CD, LD, FAND TREASURER
In the journey of personal and professional growth, few resources are as impactful as mentorship� Defined by a guiding relationship between an experienced individual and a less-experienced one, mentorship transcends mere advice-giving; it cultivates skills, nurtures ambitions and shapes the future of both mentor and mentee As we delve into the depths of this invaluable resource, let's explore the profound benefits of mentorship, and how it can elevate individuals and communities alike
KNOWLEDGE TRANSFER AND SKILL DEVELOPMENT
At its core, mentorship is a conduit for knowledge transfer Seasoned mentors bring years of experience and wisdom, offering insights that textbooks and formal education often cannot replicate Whether it's navigating complex professional landscapes, honing technical skills or understanding unwritten rules of an industry, mentors provide crucial guidance that accelerates learning curves and fosters competency This transfer of knowledge not only enhances individual capabilities but also contributes to the overall growth of the profession
PERSONAL GROWTH AND CONFIDENCE BUILDING
Beyond technical skills, mentorship plays a pivotal role in personal development Mentors act as sounding boards, helping mentees clarify their goals, identify strengths and weaknesses, and chart a course towards success Through constructive feedback and encouragement, mentors instill confidence in their mentees, empowering them to take risks, embrace challenges and push boundaries This nurturing environment is conducive to innovation and resilience, traits essential for thriving in today's competitive world of nutrition and wellness
CAREER ADVANCEMENT AND NETWORKING
One of the tangible benefits of mentorship is its impact on career advancement Mentors often provide access to opportunities, advocate for their mentees and introduce them to influential networks This not only expands professional circles but also opens doors to new possibilities and career paths Connections and relationships can be as valuable as skills and qualifications, making mentorship a strategic asset for longterm career growth�
EMOTIONAL SUPPORT AND WELL-BEING
Navigating the complexities of professional life can be daunting, especially during times of uncertainty or setbacks Here, mentors offer more than just professional advice; they provide emotional support and encouragement A trusted mentor serves as a pillar of strength, helping mentees navigate challenges with resilience and maintaining a healthy
work-life balance This support system contributes to mentees' overall wellbeing, fostering a sense of belonging and reducing stress in demanding environments
LEGACY AND COMMUNITY IMPACT
Mentorship is not only about individual growth but also about creating a legacy of knowledge and goodwill Mentors have the opportunity to pass down their expertise and values to future generations, perpetuating a cycle of learning and mentorship This legacy extends beyond individuals to communities, as mentorship programs foster collaboration, inclusivity and a culture of continuous learning By investing in mentorship, the Academy can sow the seeds for a more knowledgeable, cohesive and prosperous future
Mentorship is a cornerstone of personal and professional development, offering benefits that extend far beyond immediate career gains It is a relationship built on trust, respect and mutual learning,
enriching both mentors and mentees
As we embrace the transformative power of mentorship, let us recognize its profound impact on not only individuals, but our profession at large Whether you are seeking guidance or considering becoming a mentor yourself, remember that mentorship is not just a pathway to success—it is a catalyst for growth, resilience and lifelong learning
When I was in my early twenties, navigating graduate school was overwhelming I had just started my first year of graduate school, full of ambitious and experienced research� Despite my enthusiasm, I quickly realized how little I knew compared to my colleagues It was like trying to swim in deep waters without knowing how to float
I was fortunate enough to be paired with a mentor, my graduate advisor From the very first meeting, I could tell that she was different—patient, insightful and genuinely invested in my growth It wasn't just about showing me the ropes; it was about helping me see my own potential�
My advisor didn’t just provide technical advice; what stood out to me the most was how she helped me build confidence� I would often secondguess myself, worrying that I wasn’t performing at the level expected of me My advisor listened and gently pushed me to challenge my own limiting beliefs When I made mistakes, which I did often, she didn’t scold me or brush it off Instead, she saw each mistake as an opportunity for growth and took time to discuss what went wrong and how I could approach things differently next time
After I graduated, our relationship evolved from a formal mentorship into a genuine friendship She was there during some of the toughest moments of my career, reminding me of my strengths when I felt like I was failing She celebrated my successes with me, but also taught me the value of humility and how to handle setbacks with grace�
The impact of her mentorship was profound It wasn’t just about career advancement or learning new skills� Through her guidance, I learned how to
trust myself and approach challenges with a mindset focused on growth rather than fear Her belief in me gave me the courage to take on bigger projects, to speak up in meetings, and to find my voice in a space that once felt intimidating
Looking back, I’m incredibly grateful for my advisor’s mentorship It changed my career—and my life—in ways I never expected
Maria MorganBathke, MBA, PhD, RD, CD, LD, FAND, received a B S in dietetics with a minor in Spanish
from the University of WisconsinStout in May 2009 She received her Ph D in nutritional sciences with a minor in cancer biology from the University of Arizona in July 2013 and her MBA with an emphasis in health care management from Viterbo University in 2020 Maria also recently started her own business
Time to Dust Off the Jargon!
ANISA BEAR MS GUEST AUTHOR
This is a great time of year to review and refresh the written content on your website, newsletter or blog The most obvious things you might think about are updating outdated information, checking for broken links and reviewing your calls to action�
However, I’d like you to consider something else — does your content really speak to your audience? Can they understand your content the first time they read it? I know this is key for dietitians, as you’re helping your clients and your audience choose healthier eating habits and learn more about food in general According to a recent survey by the International Food Information Council (IFIC), 59% of respondents completely agreed or somewhat agreed that they are more likely to trust food advice if it is simple and easy to follow 1
So how do you do that? Use plain language — advocate for your readers Put yourself in their shoes Write like you’re talking to a friend According to plainlanguage gov, plain language is communication that your reader can understand the first time the person reads it 2 Plain language is also:
y Organized logically
y Clear
y Specific
y Friendly
y Easy to skim
To use plain language and meet your audience where they are, you should consider:
y Are they experiencing stress?
y Is the language you’re using their native language?
y What is their average reading level? Hint: The average American reads at the 7th- to 8th-grade level, but 54% of the U�S� adults read at lower than the 6th-grade level according to the National Literary Institute 3
y What is the likelihood of someone
in my audience having a learning disability? Hint: About 15% of the U S population, or one in seven people, has some form of learning disability 4
y Are they distracted? Hint: Probably not a hint, we’re all distracted!
Each of these will affect your audience’s ability to understand you People experiencing any of the above need to receive your content in a way that is easy for them to understand When they quickly and easily understand you, they feel like you understand them, which means they won’t be frustrated and they are more likely to trust you
Using plain language can help you more quickly build that know, like and trust factor and create loyal clients�
What are some ways to make sure you’re using plain language?
y Focus on facts: who, what, where, when and how
y Use everyday words
y Use active language: Always say who is doing what
y Use short, simple sentences
y Use pronouns like you, we and I
y Define technical terms: Don’t use industry jargon
Let’s look at an example
ORIGINAL TEXT:
The incorporation of a substantial quantity of fruits and vegetables into one's dietary regimen is highly recommended. A diverse assortment, encompassing a wide spectrum of colors and varieties, should be meticulously selected and integrated to optimize the intake of essential vitamins and minerals, thereby enhancing nutritional value and supporting overall health.
SIMPLIFIED TEXT:
Add plenty of fruits and vegetables to your meals. Choose a variety of colors and types to get the most vitamins and minerals.
This edit drops the word count from 51 to 23 and adjusts the readability from postgraduate to grade 5 It also changes the language from passive
to active, adds pronouns and uses everyday words�
Using plain language is turning what you want to say into what your audience needs to know�
REFERENCES
[1] 2024 IFIC Spotlight Survey
[2] www plainlanguage gov/about/ definitions/
[3] The National Literary Institute
[4] The State of Learning Disabilities Today
Anisa Bear is an editor, writer, speaker and plain-language coach She has been a communicator for three decades, working in nonprofits, manufacturing, sales, agriculture, health care and government She has a bachelor’s degree in animal science with a minor in nutrition science and a master’s degree in agriculture and management
Along with running Penrose Professional Services, Anisa is the main content writer and editor for Paid Leave Oregon, which is the state’s paid family, medical and safe-leave program Here, she uses her plain-language skills to translate laws and rules into usable information for everyday Oregonians
Anisa loves living in the Pacific Northwest where she hikes and camps with her husband of 25 years and her two young and frisky Malamute mixes, Oakum and Revy
Identifying Which Skills to Work On
SHANNON MCMAHON MS, RDN, LD DIRECTOR OF COMMUNICATIONS
Have you ever missed an opportunity, even just a small one, because you didn’t quite have the skill set you needed to take it on? The difference between the skills you have and the skills you need is referred to as a skill gap� Addressing these skill gaps is important because if we don’t adapt to the changing world, we stop being productive and don’t grow and innovate
The most common skill gap we encounter is technical skills such as digital literacy This gap often occurs when technology advances faster than we can keep up with it, such as the creation of new apps and software that make our current technologies obsolete� But we may not quite know how to use the new technology which creates a skill gap
Changes in practice standards can create gaps in our skills and
knowledge As our field grows and changes, so too does our knowledge and practice of dietetics When a new standard or a new treatment modality is put into place, we may understand the principles behind the change but may not know how to apply or implement it
As we grow our business, we may encounter other gaps in areas such as leadership, management, productivity, time management and marketing It’s important to take stock of our skills regularly to help us stay innovative, efficient, productive and competitive Identifying and addressing gaps in our skills also help create clearly defined goals and increase job satisfaction�
Conducting a skill-gap analysis assesses the skills we have and the skills we need, to identify where the gaps are� This could be done semiannually, quarterly, when it’s time to hire a new employee or expand the business A skill-gap analysis doesn’t have to be complicated; it can be as simple as reflecting on a few questions such as:
y What skills do I already have and feel competent performing?
y What skills do I enjoy, even if I’m not proficient at them?
y What skills would I like to learn or further develop?
This is the starting point that will help you identify areas that need development Once you have a list of skills you want to develop, then you can create goals and action plans
There are many resources out there to help you build your skills You can develop skills by attending workshops, webinars or taking short courses Your local small-business association has guides and classes to help you plan, launch, manage and grow your business� There is no shortage of Continuing Professional Education (CPEs) to help you grow your professional skills As a member of the Nutrition Entrepreneurs (NE) Dietetic Practice Group (DPG), you have access to a host of free resources for building your business and professional skills, including the NE Toolkit, free CPEs, networking events, the Ventures newsletter and a mentor program
By being aware of our skill gaps and open to learning new skills, we keep our business and professional skills relevant, helping us grow personally and professionally - allowing us to serve our clients and ourselves
Shannon McMahon, MS, RDN, LD, has been educating future RDs through the University of Alabama’s online BS and DPD program since 2012 When Shannon is not grading, advising or updating course content, she enjoys belly dancing, reading, Pilates, hiking, skiing, and pretty much anything else that will get her outside!
Shannon also enjoys traveling and has lived in six states, 11 cities, three countries and one US territory
Beyond Social Media: Leveraging Your Local Community to Build Your Private Practice
ANN KENT MS, RD, CDCES INCOMING DIRECTOR OF SPONSORSHIP
Instagram has over 2 4 billion users and TikTok has over 1 billion There are over three million podcasts available and over 600 million blogs on the Internet There is a lot of opportunity for growth in the online space, but there is also a lot of competition
In an ever-growing online world, one of the most impactful marketing strategies you can use for your business is to connect with real people in your real community�
Think about this for yourself: if you needed an electrician, are you more likely to find one scrolling social media or from a referral from your realtor?
In the same way, making in-person connections for your private practice may seem small at first, but the longterm effects can be huge
So where do you find these connections? And how do you leverage them to grow your business?
ATTEND LOCAL NETWORKING GROUPS
Once you start looking for them, you’ll find networking groups everywhere� Some networking groups are national or international, and some require membership dues and/or referral requirements as part of membership Others are government-funded, like Small Business Association events
Networking opportunities vary depending on your area, so search near you to see what’s available Examples include:
y Business Network International (BNI) (www bni com): A paid membership in which members are encouraged to refer to each other
y Chamber of Commerce: Search in your area for your local chamber of commerce
y Local chapter of SBA (Small Business Association) (www sba gov): Has resources for small business; some chapters host free networking events
y Meetup (www�meetup�com): Often for personal connections, but also have networking opportunities
The easiest way to find groups in your area is to search online for “Networking Groups in [Your City]” and see what comes up� Attend a few and ask attendees about other groups they attend
I’ve personally found a couple of local groups I like especially well� One is called NoCo Women in Business and is dedicated solely to female entrepreneurs in my area Another is called Table Top Networking and the format is like “speed dating for entrepreneurs ” It’s an amazing way to swap information with many different business owners in a small amount of time, then follow up with individuals later
ATTEND VIRTUAL NETWORKING GROUPS
If you live in a small town or rural area, it might be harder to find in-person networking opportunities Luckily, there
are many virtual opportunities where you can meet real-life people online A few of my favorite virtual networking opportunities include:
Facebook: Search for networking groups or groups serving your niche Join them and contribute in a meaningful way Always check the group rules about self-promotion and make sure you give more than you take and avoid only posting about your sales
LinkedIn: Stay in touch with professionals you know and find new friends online� Keep your resume updated and post your work updates for others to see
Alignable: This online networking platform is dedicated to connecting professionals You can attend virtual events, recommend and review other professionals, and join groups in your niche or location
DPGs with the Academy: Our own Academy - and specifically the Nutrition Entrepreneurs DPG - host many opportunities for networking Watch your emails for events and block your calendar to attend
COLLABORATE WITH PROFESSIONALS ADJACENT TO YOUR NICHE
Connecting with professionals who have clients needing your services can be one of the best referral sources for the long-term Think about your ideal client and consider where else that person might spend time
For example, if you work with renal disease, connect with diabetes educators or dietitians in primary care or endocrinology clinics If you work with gluten intolerance, put your business cards in the local gluten-free bakery or connect with alternative medicine providers like acupuncturists or chiropractors� For athletes, connect with local gyms, running clubs or yoga studios
While doctors’ offices are often a great referral source, think outside the box to expand your reach to other areas
FOLLOW-UP WITH CONNECTIONS
It’s estimated it takes at least seven times for someone to see your product or service before you make a sale The same is true for professional connections and referrals
After meeting someone at a networking event, send the person a personal email and schedule a virtual meeting or go out to coffee� Focus as much (or more) on learning about the other person’s business as you do talking about yourself
Then continue to follow up with the person Send another email a few months later to check in Say hello at the next networking event Follow the person on social media and comment on the person’s posts
Consider ways to add value to the practices of your contacts by creating handouts they need and can use with their clients First ask your connections what would be most beneficial to them� A few examples include:
y For the renal dietitian, create an easy snack list for CKD patients that diabetes educators can give to their patients�
y For gluten intolerances, make a list of best brands of gluten-free products for chiropractors to hand out
y For athletes, put together a list of favorite high-protein snacks and post them at the local gym
Keep your connections organized with a physical box of business cards you exchange at networking events and make notes on them to remember who each person is
Consider using Customer Relationship Management (CRM) software like HubSpot to keep track of your connections and give yourself reminders of when you need to reach out, what was said at a meeting and to track email opens and replies
SO WHAT DO I DO WITH MY SOCIAL MEDIA ACCOUNT?
It’s up to you what to do with social media! If spending time on social media brings you joy and fills your cup, continue to post and build community there within the limits of your time and energy
If spending time on social media drains your energy, consider using it as your online “business card ” Keep a profile on the top one or two accounts you like and post something a few times a month This allows people in your real life to look you up online and see a little “behind the scenes ” But don’t stress if you don’t have thousands of followers or aren’t closing deals in your DMs
Building a business takes time, energy and effort Surrounding yourself with like-minded professionals is not only good for your business but can also be good for your soul
Happy networking!
Ann Kent, MS, RD, CDCES, is the creator of the Peas and Hoppy Meal Guides meal planning app Through Instagram reels, she is realizing her childhood dream of becoming a movie producer Ann co-produced, starred and directed in her first (home) movie at the age of 14 and now loves exercising her creative muscles by planning and producing marketing content for her small business
But I Don’t Want to Niche; I Want to Help Everyone!
KAREN KENNEDY, MS, CN, IFNCP INCOMING ANNUAL CONFERENCE DIRECTOR
Recently I had the following conversation with my (favorite) intern:
Intern: You went a little long with that patient
Me: Yeah, but he’s my favorite
Intern: You say that about all your patients!
I realized she was right, and it didn’t happen by accident
It is the result of very specific marketing that targets a certain type of person with specific issues We call this a customer avatar - a profile of your perfect client
I used this avatar as my marketing muse Where are they showing up? What platforms do they frequent? What tools do they like to use? What questions are they asking? What are their biggest problems?
Let’s rewind a few years
When I started my business, I didn’t want to niche I wanted to help everyone! Why would I want to limit the pool of patients I’m drawing from by saying I ONLY specialize in, say, prediabetes? I’d never make enough money�
I also loved the variety I liked learning about different disease states Surely, I’d get clinical FOMO (“fear of missing out”) treating only one kind of patient day in and day out
Not niching in the beginning was good for me� I’m not a person who listens to others For better or worse, I have to learn things on my own So in the first few years of restarting my practice, I had a trickle of patients come through my (virtual) door, and each had a wildly different issue I spent most of my time researching how to help them and not being very effective�
Financially, my business was failing
Of course, there were those patients whom I LOVED working with They were a good match to both my personality and skill They got better more quickly and thought I was AHmazing� I would say to my husband, “I could do this work in my sleep I’d do it for free, I love it so much ”
These individuals were whom I modeled my Customer Avatar after� I made notes about what occupations they were in, how they found me, where they turned for information and what questions they asked This shaped my marketing strategy
Niching is just a marketing strategy In the end, you can work with anyone you like It’s like the Chinese restaurant down the road You go there when you’re craving kung pao chicken, but the staff will serve up a burger to your picky 10-year-old too�
Just like that, people think of me first when they want to improve their type2 diabetes using continuous glucose monitoring But I’ll also help them with their gastroesophageal reflux disease (GERD) and their wives’ histamine intolerance
Forget FOMO! These type-2 and prediabetes patients continue to challenge me with their myriad of comorbidities From constipation to dysautonomia, I learn something new every week
Niching helps me stay focused in my marketing strategy I know where my people hang out … YouTube Eighty percent of my discovery calls come from my YouTube videos now because I am talking directly to my client avatar and the things the person cares about on a favorite platform�
All this translates into more happiness and more money for me, and better, faster results for my patients�
So if you’re just starting out and don’t know what area you want to focus on, fine� But the sooner you can narrow down that customer avatar, the sooner you’ll have a schedule full of favorite patients whom you can help with ease and joy
Karen Kennedy, MS, CN, IFNCP, has had her garden put on hold the past two years and is living vicariously through giving unsolicited advice to others She loves having more time to cut out of work early all summer and head to the river with the dog to swim, suntan and pick berries
Her kids are older now and she is enjoying being a kid again herself She has built a practice around using CGMs to "hack your blood sugar" and is having fun being the tech person
Sharpen the Saw: Leveraging Downtime to Make Greater Progress in Business
KIMBERLY MARSH
MS, RDN, LDN
INCOMING NEWSLETTER EDITOR
In Stephen Covey’s Seven Habits of Highly Effective People, the seventh habit is called “Sharpen the Saw ” Covey talks about the things we do to renew our body, mind, heart and spirit that make us more effective in other areas of our lives This includes relationships, eating well, exercise, sleep, meditation and spending time in nature
All of us inherently know that we need downtime and relaxation to be at our best But it can be easy to use our downtime in things that don’t actually renew us or sharpen that saw Bingeing a show or scrolling social media are just a couple things that come to mind that are easy to do to “relax” but may not actually make us feel better in the long run
Self-care has become something of a buzz word in our society But as entrepreneurs, we need to take a step back and really evaluate our self-care Here are some questions you could ask yourself:
y Are the activities I choose really renewing me and helping me be better when I come back to work?
y Do my downtime activities align with my overall values and vision for my life?
y Is this building me up in my mental, physical or emotional health?
Many of us often feel like we don’t have enough time for our hobbies or just to relax, so why should we worry if the time we have is “good enough ” As a mom of four busy kids and starter of more than one side hustle, I feel this way often But I have found by being intentional with my downtime, I can be a better person in ALL aspects of my life, even if that time is short Here are a few ways I’ve found to evaluate and to incorporate downtime that truly sharpens the saw
1 Time tracking. Whether it is tracking all of my time for a few days or just tracking the time I spend in my business, I always find ways to use my time better� I also find it useful to see how long different tasks take through this process Then when I feel overwhelmed, I can stop and know that I can accomplish “x” in that 30-minute slot I have between activities
2 Find the small moments. It is so easy to just scroll social media when we have a break of five to 10 minutes here or there throughout the day But what if I read the book I’ve been wanting to read instead? Or listened to a guided meditation? Or walked around the block? Or just stood outside and enjoyed the fresh air and sunshine? We all have small little pockets in our day we can use more effectively to build ourselves up
3 Practice gratitude. Incorporating some sort of gratitude practice takes very little time but really helps
us feel better overall It can just be writing one word a day in your calendar Setting an alert on your phone to remind you at a specific time can help this become a habit�
4 Make it easy. Download a book or audiobook to your phone Keep walking shoes in your car� Set reminders on your phone But do whatever you can to make good self care as easy as opening a social media app
Kimberly Marsh, MS, RD, blogger at lowiodine dietitian com, loves to be outdoors, just not camping While not very good at any of these, she enjoys hiking, mountain biking, skiing, paddleboarding, and in general appreciating our beautiful world Luckily, her home in Colorado affords ample opportunities for these activities
Having Challenges on Your Entrepreneurial Journey?
It’s Time for a Pause.
EMILY LAROSE
DrPH, MS, RDN GUEST WRITER
If your year has been anything like mine, you’re sliding into 2025, hoping for something different� Like any job, entrepreneurship has waves One day, you’re in a groove – busy and energized A few weeks later, you’re feeling lost and questioning what’s next So, you work harder – only to find you’re distracted, tired and feeling burned out Then you panic because things were already tough … now they seem impossible�
I’ve been there It’s exhausting And the uncertainty is brutally uncomfortable There’s no reset button� No easy escape�
Take a deep breath It’s time for a pause
A pause is how I describe reflection that doesn’t require you to drop everything and head to a month-long beach retreat Sounds amazing, but let’s be realistic The goal is to look at what’s working and what’s not in your business
before deciding on what’s next You may also pause to figure out if it’s time to level up specific skills, pivot or redefine your path
How you pause is up to you Long walks, crafting, meditation, drinking coffee while you stare out the window – you decide� Don’t bother with the wake up at 3 a.m. and stare at the clock approach I’ve tried it It doesn’t work
Here are some themes to help you get started�
IDENTIFY THE ICK
You know something feels off, but what? Get curious and start asking questions – you have to name the problem before you can deal with it Maybe you have a client that isn’t a good fit, but the person is a major source of revenue Maybe you’re bored, overwhelmed, missing clarity or feeling out of control
When I get stuck, I turn to two questions Am I doing good work? Am I doing the right work? The first question is usually easy to answer The second isn’t, since right can mean relevant, important, fitting, soul-satisfying and much more It’s philosophical, squishy and openended
LOOK FOR LEARNING
Learning, growth and adaptability are part of running a business But, wow, can they be blister-on-your-heel uncomfortable If you’ve ever canceled a program you loved or received peerreview feedback, you know what I mean�
Beyond developing specific skills, it’s not always obvious what you’re learning in your business� What information sources do you rely on to guide business decisions? What do you do with that information? When was the last time you asked your clients what they think about your products, services or way of working?
Taking a close look at how and what you’re learning can be a powerful way to think strategically Remember, money isn’t the only measure of success
PINPOINT PRIORITIES
As an entrepreneur, it’s easy to get bogged down with a perpetual to-do list of energy draining tasks� But your business is so much more than that!
Pay attention to how you’re spending your time and energy, then ask yourself if you’re happy with the balance What do you want to do more of? Less of? With clarity, you'll be in a better place to make changes to take back your time
SEEK SUPPORT
Entrepreneurship can be a lonely road
Sharing your goals and challenges with mentors, collaborators and others can be a great support Don’t stick within your specialty, though – sometimes, folks outside of your business can give you a fresh perspective
Just like rest is vital for our physical, mental and emotional health, sometimes we need a pause for our business health A new year is the perfect time to ditch what’s not working, reflect on learning, restore balance and prepare for success in the year to come Now’s the time to pause
Emily LaRose, DrPH, MS, RDN, is a nutrition and global health consultant who specializes in translational research in the global health setting
She is passionate about food and nutrition as human rights and regularly works in collaboration with international organizations, including the World Health Organization, UNICEF, Operation Smile and Global Alliance for Improved Nutrition Emily is an occasional runner who loves food, cooking and crafts She currently lives in France with her family
The Wisdom of Dolly: Using Your Strengths to Start a Business You Love
JESSICA OSWALD MS, RDN, LD PAST-CHAIR
Do you know your strengths? I don’t only mean the things that you are good at but the things that are truly your strengths
Your strengths are the things that energize you They are what make up your natural way of thinking They are the things that feel effortless to you� They are more than simply tasks that you are good at Your strengths are part of what makes you you
Find out who you are.
And do it on purpose.
DOLLY PARTON
Figuring out your strengths and using them in your business can be powerful Understanding and utilizing your strengths can help you navigate the complexities of starting and running a business, leading to greater satisfaction and success
Knowing your strengths can help you build a business that you love By knowing your strengths, you’ll be able to start something that you will enjoy doing every day Building a business that is based around your strengths will allow you to stay authentic to you who are
Using your strengths helps with confidence� The definition of confidence from Oxford Languages is “the feeling or belief that one can rely on someone or something ” If you’ve started your own business or are thinking about it, you know that you must have a belief that you can rely on yourself
When you leverage your strengths, you’re more likely to achieve results and overcome obstacles You’ll also have a higher level of motivation and satisfaction� All of these are things that can help you be successful in your business journey
Understanding your strengths will allow you to focus on the activities in your business that bring you joy and to {eventually} hire help for the things that don’t You can’t do everything and shouldn’t expect yourself to do everything In the beginning of your business, you likely won’t be able to hire help and that’s okay However, by knowing your strengths, you’ll be able to focus on the things that you enjoy while knowing that there will be some tasks that may require more focus from you
Three steps to creating a business based on your strengths
1 Discover your strengths.
Do some self-reflection and make a list of the activities that energize you� Think about past experiences where you felt accomplished and engaged What skills or attributes contributed to this?
You can do this by taking a strengths assessment Here are a few options:
y Clifton StrengthsFinder
y VIA Character Strengths Survey
y High 5 Test
y DISC Assessment
You can also use personality assessments such as the MyersBriggs Type Indicator or the Enneagram to look for insights into your natural tendencies and strengths
2 Match your passion and your strengths to what is needed and to something you can get paid for.
It may be beneficial to think of this by using the Purpose Venn Diagram
3 Create your path
Who is your ideal client?
What services are you going to offer?
What is your business model going to be?
Now, get out there Find out your strengths Then use them to be who you truly are and to do that on purpose
Jessica Oswald, MS, RDN/LD, is a dietitian living in Fort Worth
Her primary dietitian role is as a pediatric dietitian at a small hospital for children with developmental disabilities
Jessica also owns her own business, Friendly Nutrition, which has recently gone through a change in direction and is now focusing on meal planning
Jessica is obsessed with Peloton (yes, it’s a problem) You can find her on the leaderboard as @Go_JesO_Go
Product Reviews
Title: Dexcom Stelo: Over-the-Counter Continuous Glucose Monitor
Price: $89-99 for two 15-day sensors, Sold by Dexcom at www�stelo�com
Release Date: August 2024
Reviewer: Karen Kennedy, CN, IFNCP
Review: This, my friends, is going to be a game-changer for your practice if you work in the prediabetes, metabolic health or hormone health world
What they’re great for:
y Assessment: Find the root causes of dysglycemia
y Education: Connect the dots
y Accountability: It’s like a little coach on the person’s arm, and remote monitoring
I’ve been supporting CGMs in my practice for a number of years and
I’m thrilled that we no longer have to wrangle prescriptions out of primary care providers (PCPs) for this Anyone can go online and order them now
This means we need to be ready to answer their questions
After supporting Stelo for the past 2 ½ months, here’s what I can tell you
This continuous glucose monitor appears to perform as well as any other CGM I’ve used
The app is easy to use, requiring little technical knowledge
Your patient can pair a Stelo with Dexcom Clarity to share data with you in real-time
FSA/HSA can be used for purchase, but it’s not covered by insurance
But … patients still need support interpreting the data and making changes Heck, most of us need support interpreting the data still
Title: Intuitive Eating Workbook: Principles for Nourishing a Healthy Relationship with Food, Second Edition
Authors:
Evelyn Tribole, MS, RDN, and Elyse Resch, MS, RDN
Date: 2025
Publisher: New Harbinger Publications, Inc�
Price: $26 95
Reviewer: Amy Brownstein, MS, RDN
Evelyn Tribole and Elyse Resch's The Intuitive Eating Workbook is a transformative resource that empowers individuals to reclaim their relationships with food and their bodies For a nutrition entrepreneur, especially one in private practice, this workbook is a valuable addition to your professional toolkit
The workbook builds on the authors’ original Intuitive Eating framework with a practical, exercise-rich format designed to guide readers through 10 principles of intuitive eating Key themes include rejecting diet culture, attuning to hunger and fullness cues, and cultivating self-compassion Particularly notable is the addition
of a chapter on social justice, which explores how systemic issues like weight stigma intersect with personal experiences This perspective is crucial for practitioners aiming to provide equitable and inclusive care
For entrepreneurs working in nutrition, the workbook offers tools to address common client struggles such as binge eating, food guilt and diet mentality Exercises like the “Dieting History Worksheet” and the “Self-Compassion Practices” not only help clients reflect but also foster actionable change The content aligns well with therapeutic and counseling approaches, making it an excellent complement to one-onone sessions or group programs
A standout feature is the research backing the intuitive eating framework, which the authors integrate seamlessly From reducing disordered eating patterns to enhancing psychological well-being, the evidence provides a strong foundation for recommending these practices confidently to clients�
Overall, this workbook is more than a guide—it’s a call to action for practitioners to challenge harmful norms and foster healthier, more sustainable relationships with food Whether you’re looking to enhance your client resources or deepen your understanding of intuitive eating, The Intuitive Eating Workbook is an indispensable resource for your practice
Get Ready for Nutrition Entrepreneurs Spring Summit 2025
MARCH 5TH, 2025 - MARCH 7TH, 2025
Join us at the Nutrition Entrepreneurs 2025 Spring Summit happening from March 5th to 7th, 2025 This event is designed for students, dietitians, and entrepreneurs looking to achieve work-life balance, explore virtual business opportunities, and enhance their online nutrition presence Attendees will have the opportunity to earn CPE credits, connect with like-minded individuals, and gain valuable insights on how to bring balance to their busy entrepreneurial lives� Don't miss out on this invaluable opportunity to learn, grow, and network with fellow nutrition entrepreneurs at the Nutrition Entrepreneurs Spring Summit 2025
y 8 live sessions with interactive live Q&As
y Opportunities to meet and engage with other RDN entrepreneurs�
y Virtual networking event with breakout rooms for more engaging interactions
y Community boards to discuss all sorts of nutrition-related topics
y Chat boards during the Live Q&A sessions
y Flexibility to attend events in real time or watch recorded sessions as your schedule allows� Recorded sessions will be available for 3 months after the live date for those who registered
y Earn 8 CPEUs
y Cost-effective event, less than $10 per CPEU, plus no travel expenses
y Provides 1 Ethics CEU
CALL FOR EXHIBITORS! HIGHLIGHTS
Do you want to showcase your products or services at the 2025 Virtual Spring Summit where we are expecting 250+ attendees this year? Purchase a booth and be part of our exciting Passport Contest which incentivizes attendees to visit your booth, host your own “Spotlight Session” and be included in the Whova schedule and interact with attendees Don't wait! Limited spots available� Please see nedpg.org/exhibitor/ for more information
Early-bird pricing closes Friday, February 9, 2025, midnight ET
Registration at the regular price will be open through the start of the event
Spring Summit 2025 Schedule
Events times are in Eastern Time Zone
TIME WEDNESDAY 03/05/2025
Opening Session
11:00am ET
Noon ET
THURSDAY 03/06/2025
FRIDAY 03/07/2025
Amy Goodson MS, RD, CSSD, LD 5 Things No One Tells You About Entrepreneurship Attendee Meetups Attendee Meetups
Jennifer Bianchini MS, RDN, IFNCP, RYT
Navigating the Stress Response: Achieving Success and Balance Through Nervous System Regulation
Krystal Dunham MS, RDN, LD
Balancing Act: Services Marketing in Your Dietetics Business
Celestina Brunetti MBA, RDN, LD and Toni Toledo, MPH, RDN
Navigating Your Path to Impactful Connections: Tapping Into Your Creative Potential Through Introspection, Contribution, and Building Your Collaborative Toolkit
1:00pm ET
Alexandra Sanchez
MS, RD, LDN and Erix Zimmerman
MS, RDN, CD
Entrepreneurial Growth With Cultural Competence and Inclusive Language For Dietitians
2:00pm ET
3:00pm ET
4:00pm ET
2:30-3:15pm ET
Exhibitor Spotlights
3:15pm-4:00pm ET
Exhibitor Spotlights
4:00pm-4:45pm ET
Exhibitor Spotlights
5:00pm ET Attendee Meetups
Patricia Bannan, MS, RDN From Burnout to Balance: Empowering Dietitian Entrepreneurs to Thrive
Jennifer McGurk, RDN, CDN Hire Your Next Team Member
Live Attendee Networking Event
Gwen Montoya
Optimize and Thrive: Using SEO to Attract Ideal Clients
3:00pm-3:45pm ET
Exhibitor Spotlights
4:00pm-4:45pm ET
Exhibitor Spotlights
5:00pm-5:45pm ET
Exhibitor Spotlights
5:45pm ET and beyond Attendee Meetups Attendee Meetups
*Schedule subject to change For the most up-to-date information visit nedpg org/springsummit
Closing Session
Attendee Meetups
Spring Summit 2025 Speakers
Patricia Bannan MS, RDN
Jennifer Bianchini MS, RDN, IFNCP, RYT
Celestina Brunetti MBA, RDN, LD
Krystal Dunham MS, RDN, LD
Amy Goodson MS, RD, CSSD, LD
Toni Toledo MPH, RDN
Erix Zimmerman MS, RDN, CD
Jennifer McGurk RDN, CDN
Gwen Montoya
Alexandra Sanchez MS, RD, LDN
WINTER 2024-2025 | VOLUME LIII | NUMBER 3
6301 Snidercrest Rd
Mason, OH 45040
FEBRUARY
Tuesday, February 4th, 2025 at 1 pm ET "The Psychology of Building Successful Client Relationships" with Jill Castle, MS, RDN
Upcoming Webinars
MARCH
APRIL
Wednesday, March 12th, 2025 at 3 pm ET "Advanced Tips for Private Practice Owners: Marketing and Finding Referral Partners" with Klara Knezevic RDN, LDN, CLT 8
Tuesday, April 8th, 2025 at 2 pm ET "What the Health! Food as Medicine" with Dr Robert Graham
Upcoming Halfie Hour
JANUARY
Wednesday, January 29th, 2025 at 1:30 pm ET Private Practice Client Retention with Emily Gozy, MS, RDN, CDN
Upcoming Mastermind
FEBRUARY
Wednesday, February 19th, 2025 at Noon ET