DAYSPA is the magazine of spa management. Spa owners and spa managers turn to DAYSPA for spa management trends, spa management tips and more.
Issue link: https://dayspamagazine.epubxp.com/i/99723
BUILDING BLOCKS PRO TOOLS Brand Wagon The pro: Patricia Owen, founder and owner of FACES Day Spa (facesdayspa.com) in Hilton Head Island, South Carolina Her tools: 1) An anticipatory business model. "Our operation is completely different from when we began in 1983," says Owen. "We started out as an Esteé Lauder fashion boutique with a cosmetic counter, but when big-box retailers began to open on the island in the late '80s, the retail environment changed. Our transition from a retail-focused boutique to a service-focused day spa was slow and steady. As the need arose to innovate, we would find ways to carve out more space to add more services. I would envision new layouts to accommodate them and then consult with my architect friend. By 1999, our business model had completely shifted from a retail shop with some spa services to a full-fledged day spa with a retail component, and we have been thriving ever since." 2) Strategic use of space. "Our XPress BeautyBar started out as a single facial bed within our cosmetic department where we would perform mini facials for special events," says Owen. "Whenever our treatment rooms were booked, we would do some facial waxing and mini peels there. Gradually, we created an entire menu for the popular XPress BeautyBar that included lash extensions. This past year, we added a second facial bed to the bar and hired another esthetician to keep up with demand. It's important to always make room for areas that are major revenue-producers." 3) Never resting on her laurels. "Never give up and never be satisfied with the status quo," Owen advises. "For example, before the recession, I saw the writing on the wall and called together my management team for a weekend retreat to rethink, retool, and rework every single aspect of our business to make it recession-proof. One of our strategies included identifying our top 20% of core clients and concentrating our efforts on them. Out of that intense training and brainstorming session we were able to put in place new marketing, retention and cost-control policies that have helped us remain successful." 40 DAYSPA | JANUARY 2013 Do you seek that perfect logo to encapsulate your spa's brand and overall message? Online crowdsourcing platform MycroBurst offers one solution that won't put a dent in your marketing budget. Its online program connects small business owners with a selection of more than 30,000 graphic designers, providing access to a virtual smorgasbord of logos from which to choose. Here's how it works: Business owners choose the type of project they are looking to brand (i.e., a spa, ice cream shop, dental office) and name the price of the prize the winning designer will receive. Owners then submit a creative brief to specify their vision and any images or concepts they would like incorporated into their logo. Designers submit their concepts for the project, and owners provide feedback, eventually settling on a winner. Next, victors send their files and images to MycroBurst and trademark rights are released to the owners. In addition to being ➲ creative, the process (which only takes a week) is also costefficient—logos start at $199. Director of communications Michelle Lewis reports that oftentimes, the business relationships that form between spa owners and designers extend into side projects. However, if a design project does not receive at least 30 concepts within a week, the business owner receives a full refund. Lewis adds that she's amazed by all the creative uses for owners' logos and designs. "I've seen logos on drapes, towels and even golf balls," she says. For more information, visit mycroburst.com. THE LASER NETWORK Stocking your spa with the latest and greatest equipment can be an overwhelming and pricey task in these tough economic times. Recognizing a need for affordable quality laser equipment, entrepreneur Ryan Haller recently launched RentALaser.com, a service that rents high-tech laser devices to spa pros for months at at time, for $83 per day. In creating the site, Haller partnered with Spanish equipment manufacturer Milesman Premium to provide the Diode laser hair removal system to renters. "This program is unique in that the typical daily rate for hair removal equipment is about $1,500 per day," says Haller. "If you're renting the system as a means to promote a specialty hair-removal service in your salon, that high price point doesn't allow for a lot of scheduling flexibility, as it is too expensive to rent for very long. With this site, spa owners can keep costs low and give clients months at a time in which to book the service." For more information, visit RentALaser.com