Launching a cold start practice can be equal parts exciting and challenging, but with the right gameplan, the challenges can take a backseat to excitement. In episode 5 of Best Practices, host Steve Alexander sat down with Erich Mattei, President and Chief Vision Officer of Akrinos, to explore what it really takes to go from concept to a thriving practice. Whether you’re just finishing optometry school or a seasoned OD ready for a new chapter, success is built upon a strong foundation of intention, forethought, partnerships, and integrity.

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Start With Purpose, Build For Your Community

Erich has helped dozens of ODs and practices go from idea to reality, and a key factor to doing this successfully is clarity. Clarity of mission, vision, and purpose acts as your north star for everything that follows. Ask yourself: Who am I serving? What kind of care do I want to provide? Why does this matter to me and my community? That “why” is what will sustain you through the inevitable ups and downs of any venture, including cold starting the practice of your dreams.

One of the most common mistakes new practices make is misalignment with their community. As Erich puts it, there are no “bad markets,” only bad fits. A thriving suburban community may need family-focused comprehensive care, while a downtown hub might demand convenience and specialty services.

Align your purpose to your market’s demographics by leveraging demographic data and market analytics which will in turn help ensure your services meet real needs. Being the doctor that built the place for your community to get your specific services will build loyalty and all but ensure consistent growth from the jump.

Build your plan, find your experts

Cold starts can stutter at the outset if the plan of action is incomplete or otherwise insufficient. A thorough business plan is your roadmap once your practice is up and running, but long before that, it’s your ticket to adequate funding. Banks and investors look for detailed projections around startup costs, cash flow, and sustainability.

Taking shortcuts here may appear to save time in the moment, but taking the wrong path will create significant obstacles to your success. Erich stresses the importance of planning deliberately because it makes every decision that follows easier, even when you’re not the one making the call.

Even the most driven OD can’t do everything alone. From legal advice to business strategy, the right partners can prevent costly mistakes. Keep in mind, costly mistakes aren’t limited to spending money where you shouldn’t, or not spending where you should, but also when you burn your most precious commodity: time. Erich warns against relying on baseline solutions such as generic templates or certain one-size-fits-all DIY online tools.

Optometry is a specialized field, and having advisors who understand its nuances on your side is a way to accelerate learning and improve early decision making. Your team of experts should be able to share specific experiences of mistakes made and lessons learned so you don’t have to go through those the hard way. With the right team in place, you’re free to focus on patient care, practice culture, and building your future.

Invest in Community Before You Open

If you want to have a successful opening day, you cannot wait until then to start building relationships. Create an online presence, engage with local organizations, and start conversations within your target market months in advance of your first day of business. Patients who recognize your name and resonate with your values before you open your doors are far more likely to book that first appointment or walk in to say hello. Community engagement builds recognition, trust, and allows you to set the tone for your practice and its place in the community.

Own Your Financials

Erich emphasizes that financial literacy is non-negotiable. Whether you’re managing insurance reimbursements or planning for growth, knowing your numbers ensures you can adapt quickly and make confident decisions. Striking the right balance between focusing on patient care and the financial state of your business is vital to getting your practice off on the right foot. More importantly than that, doing things from the outset cannot help but build good habits for your future.

Be Proactive and Persistent

Erich highlights the mindset needed to succeed: be proactive, assertive, and all-in on your vision. Cold starts will test your patience and perseverance, but every challenge is an opportunity to refine your systems and your leadership. By staying engaged in every detail of your practice and constantly improving, you build personal and organizational resilience that pays off in the long term.

Cold Start Done Right

Starting a practice from scratch is no small feat but when done with purpose and persistence, it can be the most rewarding venture in your eye care career. As Erich Mattei reminds us, investing in your vision, aligning with your community, and committing to your process can open the door to accomplishments greater than you imagined. Cold start success doesn’t happen overnight and it’s not easy, but with a foundation that reflects what was discussed in this episode of Best Practices, you’re equipped to build a great practice and an even greater legacy.