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Steve Underhill · 01-01-2006, 06:16 AM

I would like to expand on these ten rules. While there are many additional things to address or consider when opening a salon lets address these ten.

1. Location is important however for different reasons than you might think. A tanning salon is a destination business so it is not as important as you might think to be at the newest most expensive center with large anchor stores. It is much more important to find a location that has the needed supporting demographics with easy access to the center, plenty of parking and visibility is a plus but not a must. There must be available electrical power or the availibility to add additional power. You must also be aware of the nighboring businesses. It is not a good idea to be right next door to restaurants particularly restaurants that have very strong and destinctive smells.

2. Lease negotiations are very important and can save you or cost you alot now and in the future. Don't think for a minute that the landlord needs your business, they don't. In fact I was just interviewed for an article in the Shopping Centers Today magazine that disscussed whether a landlord should lease to any tanning salon other than a franchise or chain. The concern is knowlege of the tanning industry and ability to succeed. It is not good for the landlord when a business fails. This is why having a consultant if you are new to the industry is a good idea, it gives you credibility. There are a lot of things that can be negotiated in a lease that you may not think of. Asking for the landlord to do your buildout is not typically going to work. It is better to ask for things that are not going to require the landlord to spend money. On the other hand a new space that has never been occupied has buildout money available. It is all about knowing what to ask for and when.

3. Choosing your decor. Packaging is the most important element for success. I look at a salon as though it is a $100 bottle of lotion. Packaging is what sells the lotion and the lotion must deliver the promise that is made by the packaging. The packaging of your salon is what sells the tanning and the the actual tanning process or your equipment must deliver the promise made by your packaging. Rember the sale is made in the lobby not the tanning room. It is not the tan or the destination that sets you apart from the competition it is the trip or your packaging. You must create a buying environment instead of a selling environment. Packaging or the lack of is a major reason for salons failing.

4. Choose the right beds. The real issue is choosing the right mix of equipment. While improper attention to packaging is a major reason for salons failing, improper equipment mix is the number one cause for salon failure. Before you choose equipment you must know very specifically how you are going to market your salon and price your tanning packages and memberships. Equipment are the tools for making your marketing program work. The wrong tools will not get the job done. Distributors will always sell you the most expensive equipment they can without any consideration for your marketing stratagies. Don't fall into this trap. Know exactly what you need before your start shopping for your equipment. Always buy equipment manufactured by a company that has a long track record of quality performance and most importantly customer service and support. You must understand the different levels of equipment and where they fit into your marketing scheme.

5. Software. This is a major issue. Support and the willingness of the software company to assist you while getting set up is important. Not all software will support all pricing structures. The software must support your price structure. You can't adjust your pricing and packaging so your software can opperate it.

6. DON"T CHOOSE YOUR BEDS AND THEN DECIDE ON PRICING. You must establish your pricing first and now you are ready to choose the proper mix to support your marketing. Be aware of your competition but don't make decisions based on what the competition is doing. Have a solid proven plan and stay with it.

7. SEE #3

8. Merchandise, Create a relationship with a product distributor that will guide you through the process of stocking the best products for your market. Work with companies that will provide sales training to insure a high level of sales. Work with a company that will take back products that are not selling or will make sure you are properly trained to get them sold. A good rule to live by. As a tanner if I can't steal it I can't buy it. Make lotions accessable get the products into the tanners hands. This is one of the eliments of creating a buying environment.

9. 9. Staffing. Have a comprehensive Employee Training Manual. This will insure consistant transfer of information. Make sure the manual is constantly updated and is a regular part of the training process. Monthly sales training meetings are manditory. I beleive that salons should only be staffed with female employees however this is a matter of a salon owners choice. Uniforms, education, knowledge is a very important part of your packaging. You can never tell how well a potential employee will turn out to be. Hire who you like give them the extensive training that is needed to be a great employee and if they do not fit the needs of the salon replace them. Training is constant.

10. Stay informed. Knowledge is power. Stay informed, keep your employees and tanners informed. If you educate your tanners they will spend more and stay with you longer.

While this is just a handful of rules it is a start.

01-01-2006, 06:16 AM	#37 (permalink)
Steve Underhill Join Date: Apr 21 2004 Location: Frisco, TX Age: 57 Posts: 620 Rep Power: 5	Re: Ten basic tips to opening a salon. I would like to expand on these ten rules. While there are many additional things to address or consider when opening a salon lets address these ten. 1. Location is important however for different reasons than you might think. A tanning salon is a destination business so it is not as important as you might think to be at the newest most expensive center with large anchor stores. It is much more important to find a location that has the needed supporting demographics with easy access to the center, plenty of parking and visibility is a plus but not a must. There must be available electrical power or the availibility to add additional power. You must also be aware of the nighboring businesses. It is not a good idea to be right next door to restaurants particularly restaurants that have very strong and destinctive smells. 2. Lease negotiations are very important and can save you or cost you alot now and in the future. Don't think for a minute that the landlord needs your business, they don't. In fact I was just interviewed for an article in the Shopping Centers Today magazine that disscussed whether a landlord should lease to any tanning salon other than a franchise or chain. The concern is knowlege of the tanning industry and ability to succeed. It is not good for the landlord when a business fails. This is why having a consultant if you are new to the industry is a good idea, it gives you credibility. There are a lot of things that can be negotiated in a lease that you may not think of. Asking for the landlord to do your buildout is not typically going to work. It is better to ask for things that are not going to require the landlord to spend money. On the other hand a new space that has never been occupied has buildout money available. It is all about knowing what to ask for and when. 3. Choosing your decor. Packaging is the most important element for success. I look at a salon as though it is a $100 bottle of lotion. Packaging is what sells the lotion and the lotion must deliver the promise that is made by the packaging. The packaging of your salon is what sells the tanning and the the actual tanning process or your equipment must deliver the promise made by your packaging. Rember the sale is made in the lobby not the tanning room. It is not the tan or the destination that sets you apart from the competition it is the trip or your packaging. You must create a buying environment instead of a selling environment. Packaging or the lack of is a major reason for salons failing. 4. Choose the right beds. The real issue is choosing the right mix of equipment. While improper attention to packaging is a major reason for salons failing, improper equipment mix is the number one cause for salon failure. Before you choose equipment you must know very specifically how you are going to market your salon and price your tanning packages and memberships. Equipment are the tools for making your marketing program work. The wrong tools will not get the job done. Distributors will always sell you the most expensive equipment they can without any consideration for your marketing stratagies. Don't fall into this trap. Know exactly what you need before your start shopping for your equipment. Always buy equipment manufactured by a company that has a long track record of quality performance and most importantly customer service and support. You must understand the different levels of equipment and where they fit into your marketing scheme. 5. Software. This is a major issue. Support and the willingness of the software company to assist you while getting set up is important. Not all software will support all pricing structures. The software must support your price structure. You can't adjust your pricing and packaging so your software can opperate it. 6. DON"T CHOOSE YOUR BEDS AND THEN DECIDE ON PRICING. You must establish your pricing first and now you are ready to choose the proper mix to support your marketing. Be aware of your competition but don't make decisions based on what the competition is doing. Have a solid proven plan and stay with it. 7. SEE #3 8. Merchandise, Create a relationship with a product distributor that will guide you through the process of stocking the best products for your market. Work with companies that will provide sales training to insure a high level of sales. Work with a company that will take back products that are not selling or will make sure you are properly trained to get them sold. A good rule to live by. As a tanner if I can't steal it I can't buy it. Make lotions accessable get the products into the tanners hands. This is one of the eliments of creating a buying environment. 9. 9. Staffing. Have a comprehensive Employee Training Manual. This will insure consistant transfer of information. Make sure the manual is constantly updated and is a regular part of the training process. Monthly sales training meetings are manditory. I beleive that salons should only be staffed with female employees however this is a matter of a salon owners choice. Uniforms, education, knowledge is a very important part of your packaging. You can never tell how well a potential employee will turn out to be. Hire who you like give them the extensive training that is needed to be a great employee and if they do not fit the needs of the salon replace them. Training is constant. 10. Stay informed. Knowledge is power. Stay informed, keep your employees and tanners informed. If you educate your tanners they will spend more and stay with you longer. While this is just a handful of rules it is a start.