The Shiatsu School (A)

Abstract

In December 1996, Terry Liew gave up a promising career as an accounting manager to pursue his dream of becoming Singapore's leading shiatsu therapy instructor. After working for about one year out of a friend's massage clinic, Liew decided to start his own operation, The Shiatsu School, in a different part of the city's main downtown shopping area.

This was a considerable challenge for the fledgling entrepreneur, one that required significant personal investment. In the year that followed, Liew had made a considerable effort at developing the business. However, in December 1999, he was unexpectedly served an eviction notice demanding that he vacate the premises within four months. This meant he had to scramble to find a new location that could accommodate the growing business, as well as appeal to his existing and future customer base. After three months of searching, the choice of where to relocate boiled down to two properties: a shophouse in a commercial district on River Valley Road or a private residence in the affluent neighbourhood of Stevens Close. The decision was critical because of the important implications it had on the company's finances, market positioning and future growth prospects. Period covered 1996 – 2000