what about using a consultant to do the market analysis, proforma, help with set up and guidance on marketing
thanks
Do that yourself: get population statistics for the county/area, call the local professional associations to find out the size of the optometric community, etc. Hiring a consultant at this point is not likely to be good value for money. Consultants cost a lot of money and really aren't likely to know any of the area you are looking to practice better than you are.
Write your own business plan. You are smart enough to do that.
As for marketing, again, if you are on a limited budget, just how much direction do you need to get the word out about your availability to the community? You will be paying a big hourly rate for someone to tell you fairly obvious things. Go to the hospital staff meetings. Bring your cards.
I would consider a consultant if I saw a downward trend and thought I needed help to reverse it, or if I had a high-budget expansion and needed an optimal launch strategy. Keep in mind though that there is no guarantee a consultant's advice is worth anything. I would definitely ask for several references before I paid any of them good money.
If you are starting out small, a local newspaper ad announcing your practice, maybe an interview from the local health reporter, some block ads in local bulletin boards, or if the cable channel has a local roller ad, letters to all possible providers, business cards, a little talk or personal visit, some free food to those who like to meet and eat, and maybe a website with a catchy URL that you can put on your stationery and business cards. Get some pens or other tchotchkes (fridge magnets, etc) with your practice name, number and web address and pass them around. (One pen order is maybe $300 for 300 count, so be generous.) Oh, and never say no to a referral.