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Steve Underhill · 08-11-2005, 10:47 AM

There is a great deal more to consider than these 10 rules, but let’s expand on these.
1. Location: Evaluating a location is the foundation of a successful salon. Things to consider are; parking, accessibility, visibility, available electrical service and most importantly the targeted demographic population in a 3 mile radius. Based on your demographics and chosen marketing program you can project with a great deal of accuracy your potential income.

2. Lease negotiation: There many ways to create a favorable lease. There are variables with each location. The trick is to evaluate the initial terms offered by the landlord. There is a great deal more cash assistance available when the space is new. When it is a space that has already had a tenant it is best to ask for things that don't require the landlord to spend money. Be creative, you can ask for things that will benefit you well into the lease term. Always make sure there is enough electrical service available. If there is additional cost to get required service to the building, find out what the cost is before you start the negotiation process.

3. Choosing decor: Packaging is one of the most important aspects of a successful salon. Packaging is what sells your product. The sale is made in the lobby, not in the tanning rooms. Your salon should reflect a buying environment not a selling environment.

4. Choosing the right beds: this is typically where most new salon owners make a mistake. You must create distinct levels of performance in your salon. Wide performance separation between levels is of great importance. Use of base equipment should be sold based on value not performance. Basic 100 watt 32 lamp systems w/o facials is the way to go.
Keep performance and separation in mind when choosing your level two and three systems.

5. Software: Make sure you buy the support contract.

6. Pricing (Marketing Program): This is again very important to the success of your salon. Remember that your equipment is tools to support you’re pricing. Your price structure must be determined before you start looking for a space or choosing equipment. Pricing is more than how much you charge to tan. A properly structured marketing program is like a map to a location with very specific directions that will support your final destination.

7. Lobby/retail/waiting area: See choosing decor

8. Merchandise: You can't sell out of an empty wagon. Look like you are in the business of selling lotion. Display your products so tanners can touch them. Lotion companies will train your staff to sell lotions. If a tanner can't steal it they can't buy it. Keep this in mind when you display your products. Your lotion sales should be 18% to 30% of your tanning sales.

9. Staffing: Never hire someone that has worked at another salon, you will spend all of your time trying to break bad habits. Everything your staff knows about tanning you should teach them. If you have a bad employee it is your fault. Always have a structured comprehensive employee training manual and use it. It is the only way to create a consistent transfer of information.

10. Stay Informed: Be aware of your source of information. Do not take advice from a salon owner that is struggling. There are as many good sources of information as there is bad.

08-11-2005, 10:47 AM	#15 (permalink)
Steve Underhill Join Date: Apr 21 2004 Location: Frisco, TX Age: 57 Posts: 618 Rep Power: 5	There is a great deal more to consider than these 10 rules, but let’s expand on these. 1. Location: Evaluating a location is the foundation of a successful salon. Things to consider are; parking, accessibility, visibility, available electrical service and most importantly the targeted demographic population in a 3 mile radius. Based on your demographics and chosen marketing program you can project with a great deal of accuracy your potential income. 2. Lease negotiation: There many ways to create a favorable lease. There are variables with each location. The trick is to evaluate the initial terms offered by the landlord. There is a great deal more cash assistance available when the space is new. When it is a space that has already had a tenant it is best to ask for things that don't require the landlord to spend money. Be creative, you can ask for things that will benefit you well into the lease term. Always make sure there is enough electrical service available. If there is additional cost to get required service to the building, find out what the cost is before you start the negotiation process. 3. Choosing decor: Packaging is one of the most important aspects of a successful salon. Packaging is what sells your product. The sale is made in the lobby, not in the tanning rooms. Your salon should reflect a buying environment not a selling environment. 4. Choosing the right beds: this is typically where most new salon owners make a mistake. You must create distinct levels of performance in your salon. Wide performance separation between levels is of great importance. Use of base equipment should be sold based on value not performance. Basic 100 watt 32 lamp systems w/o facials is the way to go. Keep performance and separation in mind when choosing your level two and three systems. 5. Software: Make sure you buy the support contract. 6. Pricing (Marketing Program): This is again very important to the success of your salon. Remember that your equipment is tools to support you’re pricing. Your price structure must be determined before you start looking for a space or choosing equipment. Pricing is more than how much you charge to tan. A properly structured marketing program is like a map to a location with very specific directions that will support your final destination. 7. Lobby/retail/waiting area: See choosing decor 8. Merchandise: You can't sell out of an empty wagon. Look like you are in the business of selling lotion. Display your products so tanners can touch them. Lotion companies will train your staff to sell lotions. If a tanner can't steal it they can't buy it. Keep this in mind when you display your products. Your lotion sales should be 18% to 30% of your tanning sales. 9. Staffing: Never hire someone that has worked at another salon, you will spend all of your time trying to break bad habits. Everything your staff knows about tanning you should teach them. If you have a bad employee it is your fault. Always have a structured comprehensive employee training manual and use it. It is the only way to create a consistent transfer of information. 10. Stay Informed: Be aware of your source of information. Do not take advice from a salon owner that is struggling. There are as many good sources of information as there is bad.