We live in the age of technological development, when time-management and business optimization took care about most routine issues. Nevertheless, it is important to find time for yourself and relax without any responsible thoughts. That’s why SPA-salons and health centers are gaining their popularity, as time spent for oneself gives more efficiency in other spheres of person’s life. So now turn out to be so generally popular of different workshops of magnificence; expanded interest has turned into a win even a recently opened business. Hence, according to the recent research, it was decided to open a Health and Wellness Center in Tullamore.
The competition in this field is nowadays very big; therefore, prior to the opening of a new Spa, we need to identify all their weaknesses and to take into account in their work. The best option is, without doubt, is the selection of this area of the city where these services have not been provided.
It is best to choose services clear to customers, but differing by its uniqueness, but also must be effective. The goal should be such that the client Spa felt from the first time the validity of the ordered procedures; and it would be perfectly to see in future sessions for your health and beauty continual improvement. There is no need to "reinvent the wheel", because there are three main issues that are relevant, and will always be, namely: the feeling of constant fatigue, susceptibility to daily stress and depression. When a client of the salon will be held the first course, he should again be tempted to repeat periodically. For such decisions is responsible the most, as the client will be configured psychologically. For the high profitability of the Spa's range of services needs to be optimized. And the best option will after some time update of services and the introduction of new; for example, to add massage services or beauty parlor and many others ("Euromonitor").
In order to build a strong advertisement campaign, it was decided to use a reciprocal agreement with the nearby centers of sporting or entertainment nature to a recommendation to take advantage of their clients with the services of the Spa and vice versa. The Health center will be located in the downtown, not far from a big city mall. This location will provide us with an ability to work with customers not far from their homes, and to get attention from those people who are on the way to the center. Our clients won’t need to spend a long way to health center, as they can make a manicure or a new haircut on the way to do groceries.
With regard to the issue of competition, in this business plan provides detailed analysis of the competitiveness of this Spa. So due to the wide range of services in the salon, competition in areas close to the location of the salon is extremely low.
The entire range of services provided by SPAS can be divided into two large categories: Cosmetic services and Household services. Cosmetology services fall into two categories: Services performed by people with secondary medical education, and services that may only be performed by therapists-beauticians. Household services can provide specialists, with no medical training. Such services include manicure, pedicure, correction of eyebrows, etc (Bodeker and Cohen).
Our Health center is different by the relaxing atmosphere, the entire staff consists of certified professionals, but each staff member is trained on the innovative technology specifically for use in the salon. According to the business plan, the Spa will offer the following services: hair styling, massage therapy, manicure, pedicure, dacials, sauna. All services will be provided to both women and men.
In order to open a center in a correct place, it was decided to research and divide target audience. According to competitors, analysis, here are the main groups of our potential customers:
those who live nearby;
women of all ages, that won’t to spend a day off for themselves;
man of all ages, who want to achieve physical therapy;
elderly people.
The regional Health and Wellness center provide a chain of services for people of average and high income, so any person in the district could become our loyal customer.
When choosing equipment for your SPA we paid attention to the presence of all the certificates. The fact that some companies deliver equipment without relevant documents, which further leads to problems with the end buyer. We have purchased professional equipment from consumer equipment has a more high quality build and long-lasting operation at maximum load. Also the seller need to know about the warranty on the equipment under heavy use. To buy equipment, it is expedient if the warranty period is not less than one year. In addition to the above, it is necessary to clarify the presence of the service center, where specialists can be called in the event of unforeseen circumstances. SPAS, though, and have a lot in common with traditional beauty, yet have a wider range of services. Typically, salons have mostly cosmetic and image services. SPAS, in addition to him, and have more services for relaxation and healing. Actually, therefore, the opening of the SPA is more large-scale event. Naturally, capital costs of opening should be significantly more, as well the provision of medical services involves medical personnel with appropriate qualifications. The concept of this Spa is to provide its customers with a wide range of beauty services and health, as well as provide an opportunity to buy the means to care for body and hair ("Spa Breaks & Spa Hotels In Ireland).
The area of the room to the SPA depends on the amount of services offered. It is worth mentioning that one of the most promising formats for the provision of SPA services, is opening a rustic SPA. However, for decorating rustic interior area of the room should be much larger. Conducting business in a residential area will be less costly. The cost of one sq. m. in a residential area is around 1000. Regulatory forbidden to build a SPA in the basement, however, under the saloon can be converted apartment, after removing it from the housing. In this case it is better to focus on the format "at home", then the main target audience will be the residents of the house, therefore, to convert an apartment preferably in a respectable area. The entire leased area is to be divided into locations such as: Wet area, which should have included the offices using a variety of techniques based on the healing properties of water; Dry area, which should have included SPA treatments without the use of the methods of hydrotherapy, that is, various massages, hardware methods of correction; Image area, which should have included treatments with treatments of the scalp and skin, manicure and pedicure parlors, hair-dressing salon; Aqua zone, which must be submitted to the sauna, pool or bath.
In order to understand the perspectives of the abovementioned business, it was decided to complete a SWOT-analysis. SWOT analysis is the analysis of internal and external factors of the enterprise. The analysis of competing companies leads to the conclusion whether to enter the market whether the market is a free market niche. Obtained during the SWOT analysis data allow us to draw conclusions on the strategic development of the company, according to target policy, the services offered, as well as helping to choose the location of the enterprise at the opening. SWOT-analysis helps to identify and compare strengths and weaknesses of the enterprise, constraints and opportunities of the external environment (Pasaretti).
Strong sides:
the Health center can provide a great range of services;
as per business specifics it is possible to create a database of regular customers;
good reputation among customers;
convenient location;
modern equipment;
high quality of service;
reasonable prices;
high level of service, strong relationship between clients and employees.
Weak sides:
insufficient number of highly - qualified workers;
high costs of rent, equipment and employees salary;
a few competitors on the market.
Opportunities:
the transition to more efficient strategies;
replacement set of new skills;
the expansion of the range, attracting investors, regular vendors.
Threats:
probability of the emergence of new competitors;
customer dissatisfaction with quality of services, changes in consumer preference.
Thus, the main competitive advantages of this salon are: a wide range of services at affordable prices. Therefore, we should offer professionals a salary higher than the competition. Analysis of competitors 'prices allows us to conclude that gaining a good reputation should be appointed rates for services are lower than competitors' prices that the salon have regular customers.
In order to understand the market tendencies in particular geographic region, we have decided to complete a short PEST analysis, which can show what forces may influence the business.
Political factors:
- the change of legislation in the field of taxation and licensing;
- state control over business activity.
Economic factors
- inflation;
- purchasing power;
- fluctuations of different currencies, that influence the business industry.
Socio–cultural factors
- social values;
- demographic factors;
- the level of individual income;
- innovations in the field of fashion.
Technological factors
- innovations;
- innovations in the field of cosmetology;
- advances in chemistry, medicine and cosmetology.
In general, the staffing of the SPA may provide quite a lot of posts and not all of them medical education is a mandatory requirement. However, it is important that licensed medical services are provided only by specialists with appropriate certificates. According to the initial plan, we’ll need 17 people in order to open the center:
Administrator – 1 person;
Technical personnel – 2 people;
Accountant- 1 person;
Hairdresser – 3 people;
fitness instructor – 2 people;
cosmetologist; 5 people;
nurse – 3 people.
Later, when the center will develop its own infrastructure, the number of employees will increase.
Hence, we should check how the abovementioned powers can relate with our Health center, and influence the fashion tendencies. Moreover, in order to receive a constant customer incensement, we should think about effective marketing strategy.
It was decided to position a business as a place to relax and find yourself.
In addition, the Spa will be exhibiting work by a local artist. Buy any painting the customer will be able to issue on the spot. This Spa will receive a 15 % Commission on each sale. Other than turning into a power and master in your industry that individuals look to for answers and trust, you likewise need to get the greatest number of neighborhood references and surveys as you can. Neighborhood references are a notice of your business on the web as a rule with your name, address and telephone number, which are regular in registry postings and more often than not have a connection back to your website which has some SEO esteem and can get you referral activity. By a long shot the most effective and conservative approach to showcase a nearby day spa is to influence Facebook's focused on promoting. The crusade supervisor is extremely successful in gaining new likes and in addition expanding introduction to existing fans. With a specific end goal to amplify the force of Facebook's focused on contact you should offer a solid invitation to take action (Thomas).
For now it is quite difficult to complete a sales forecast, as we don’t have the exact number of investments into the project. In general, we plan to spend $40 000 in order to open a center. The money would be distributed the next way:
law services;
equipment rent;
repairing;
advertisement and marketing;
employees salaries;
utilities;
other expenses.
Thus, we can assume that the approximate period of payback of the initial cost of opening the SPA will amount to 4-4.5 years. Because competition in the beauty industry is quite high, it is better to buy only the new and high-quality equipment to attract a large flow of customers and successfully win the competition. With many new developments that are constantly emerging in the beauty industry, and the high level of demand give you a great chance to create a promising venture in the beauty field.
References
"Spa Breaks & Spa Hotels In Ireland | Georgina Campbell Guides". Ireland-Guide.com. N.p., 2016. Web. 6 Mar. 2016.
"Young Women’S Health: Global Attitudes Towards Health, Fitness And Wellbeing Among The Under 30S And Market Impact". Euromonitor.com. N.p., 2016. Web. 6 Mar. 2016.
Bodeker, Gerard, and Marc Cohen. Understanding The Global Spa Industry. Amsterdam: Elsevier/Butterworth-Heinemann, 2008. Print.
Pasaretti, Alisha. "Silhouettes Spa Socials Marketing Strategy". Slideshare.net. N.p., 2012. Web. 6 Mar. 2016.
Thomas, Jaqueline. "16 Health Club & Spa Marketing Ideas The Pros Use". Fitsmallbusiness.com. N.p., 2015. Web. 6 Mar. 2016.
