Who is really my competitor? - tanTALK

dcjjp2 · 02-14-2005, 10:44 AM

I posed this question to myself this weekend while doing a tour of places within my area.

Place #1: Regional player, AUVL equipment and Mystic tan. Prices ranged from $24 for a single to $34 walkin combo unit. Packages were only point system or walk ins. Lotions: Cal Tan marked up 10% over MSRP. Employees: No knowledge and rude and pushy. No one looked happy from the employees to the people coming out of the rooms from tanning, no entry greeting, no exit greeting, nothing!

Place #2: Large Chain PBTish. Sundash, Ergoline and Mystic tan.(who are we kidding it WAS a PBT!) Prices ranged from $10-$32 walkins. Packages only EFT's and Monthly (no sessions, minutes etc..) Lotions Swedish beauty,AG MSRP priced. Employees: cute teens, NO KNOWLEDGE at all! "I like the big bed because I get brown" that was the sales pitch. That should be enough said with this place. LOL! Very Sterile enviornment like an insane asylum.

Place #3: Single owned salon. Klafsun beds @25 years old ,30 min units, Hex from 1992 that was filthy. Prices from $5-$10. Packages were only for minutes only. Lotions: looked like a frenzy of free products from everyone from Bodydrench to DS priced with a marker on the product. Place was disgusting, dirty carpets, hair all over the place, beds had a haze all over them.

I then came back to my place and thought in my mind NONE of them can compete with what I have to offer for price and value.

My studio: Sundash 232's, Sunstorm, Sungate, Supersonic, Mystic Tan. Prices range from $10-18 single session, Packages starting from $39 with upgrades and custom tailored packages upon request. Lotions: Exclusive to Tanology and DS Miracle collection priced UNDER MSRP. 2 Awesome Massage therapists, massage student interns to give FREE chair massage for clients who may be waiting and an acupuncturist(coming soon!) Meticulously clean contemoporary enviornment, Friendly employees who really care about the clients skin, tan, and well being. Just a fun envionment people always get greeted, skin typed, and serviced.

sunsally · 02-15-2005, 02:41 AM

Good for you J - sounds like you have them "beat"!

Now - the key - do you do enough to make sure everyone KNOWS all that about you??!!

As a smaller (and newer?) player, have to make sure to get the word out!! Run a "crazy special" to attract new customers, who will then become loyal customers!! Keep doing this - don't rest KNOWING you are better - make sure all potential clients know it too!

Actually, from what you have written, seems like you ARE doing all of this! But something for ALL of us to keep in mind! So many customers don't really "shop" all that much. They go to the place close to home/work or the first place they try and just sort of stay there! I got a new client the other day who had been at a salon for the past 10 years that just closed. To hear her talk about her old place, you couldn't IMAGINE she would have stayed!!! Outdated equipment, lack of general maintenance and cleaning, poor location etc. The clients would TELL the owner to do things to stay up-to-date, and nothing (top bed broke a few years ago - he neither fixed it nor removed it. She described it, with a laugh, as creepy like Norman Bates keeping his mother around in "Psycho"!). But, in the end, she was "comfortable" there, she liked the staff, and stayed until they finally closed. When she got to my salon, she was AMAZED at the equipment, the cleanliness of the salon, etc!

Have to keep getting the word out, to get them in the door........

TotalEclipse · 02-15-2005, 05:41 AM

Good job shopping the competition J! I did that when I first started with my salon over 3 years ago, and found pretty much the same things you did. At one place I went to, the kids (and they really were kids...couldn't have been a day over the minimum age of 18 to work behind the counter) were eating chips and salsa...one of them didn't stop eating while I was asking my questions, and the other had chips stuck between the brackets of his braces....totally grossed me out! He didn't offer me a tour, but then again, the facility was small enough to where he could just point down the hallway and say "That's our big bed, it tans you more better than the others" (yes, he actually said "more better"!!!!) Gotta love finding out the comptetition is basically pushing guests out the door and sending them on their way to your place!!!!

dcjjp2 · 02-15-2005, 07:53 AM

Thanks guys, I look forward to reading all of your posts Sunsally, and Total Eclipse. As a relatively new studio I think we have finally hit our mark. We are seeing repeart clients from our first season, (painful season) but they are coming in in droves. They are also bringing in new people with them for the experience. We mainly cater to the professional adult from 25-50, no teens, no strippers or the such. I am blessed with that. We have done some pretty extreme promos to entice them to come and check us out and they did and still continue to do so. My partner and I were just speaking of my drive and passion to have the feel, look and service of an upscale boutique shopping setting (used to also run Max Azria's most profitable BCBG store in Georgetown) with the price points to match the chain players. I think thus far we have put a pretty big dent into our goal.

I want to thank you guys again for your encouraging words.

mmerci1 · 02-15-2005, 12:32 PM

If your competitor sent an employee into your salon, I would guess they could pick it apart too. You can always find something.

Tan Talker · 02-16-2005, 09:01 AM

My advice is to not tell anyone on line where you are located or how well you are doing. Before too long one of the franchise salons will be opening across the street. Don't think they aren't watching the boards for new markets. They can track lotion sales, bed purchases, shop your location and boom another tanning salon on your block.

I personally don't understand that marketing mindset, but it seems to be the way many chains do business. We went from being the only salon in town at one point to now being in one of the most saturated markets per capita in our state. There are three salons within viewing distance of us, one a major franchise, and even the gym in our center put in 9 beds right around the corner from us.

My feeling is we give too much info about how great we are away and soon the sharks are circling. Now we are fighting the devaluation of our product and price wars that can't do any of us any good.

Just a thought on who our competition really is.

YouKnow · 02-16-2005, 10:45 PM

Everything seems to be getting that way. Even the Fast Food and Hotels Are Over Saturated.

The main problem I see with salons is the tanning biz is so attractive and so fun that so many people with more cash than sense are really messing up the biz. And the manufactures Play on this BIG TIME. They SELL Many more Beds if people are constantly going out of biz and new ones opening.

My opinion is the manufactures are causing there own demise due to inexperienced owners/employees helping fuel the demand for "Regulatory" action.

nitrox · 03-02-2005, 09:29 AM

I agree with tan talker.
I guaantee you the franchises are in bed with some of these lotion dist. to get our info and buying habits. makes me sick.

dcjjp2 · 03-02-2005, 10:56 AM

I would agree that the lotion companies/ bed distys have a wealth of knowledge of our demo's, buying habits, etc.... I (personally) am in the middle of 2 regional players (8 salons each) and also the heavy hitter PBT/hollywood tans as well as indy owned salons. My orig post was to basically see the difference in equip/pricing/service from all of the players (myself included) to see how they differ. The majority of my clients also are very pleased with our upscale atmosphere/decor/ambiance and pricing structure that we offer vs. the area players. More of a boutique vs. a drive thru.

Quote:I then came back to my place and thought in my mind NONE of them can compete with what I have to offer for price and value.

I am not stupid enough to think that I DON'T have competition in these firms, but I firmly believe that what I offer can compete strongly with even the large players in my area.

missmojorising · 03-05-2005, 05:25 PM

As the "new kid in town'..my competitor opened a new location (in my neck of the woods) and dropped their prices to meet mine...nice to be the standard...hope they can keep up. Season ROCKS!

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02-14-2005, 10:44 AM	#1 (permalink)
dcjjp2 I love Derf!! Join Date: Jul 12 2004 Location: Va Posts: 3,228 Rep Power: 28	I posed this question to myself this weekend while doing a tour of places within my area. Place #1: Regional player, AUVL equipment and Mystic tan. Prices ranged from $24 for a single to $34 walkin combo unit. Packages were only point system or walk ins. Lotions: Cal Tan marked up 10% over MSRP. Employees: No knowledge and rude and pushy. No one looked happy from the employees to the people coming out of the rooms from tanning, no entry greeting, no exit greeting, nothing! Place #2: Large Chain PBTish. Sundash, Ergoline and Mystic tan.(who are we kidding it WAS a PBT!) Prices ranged from $10-$32 walkins. Packages only EFT's and Monthly (no sessions, minutes etc..) Lotions Swedish beauty,AG MSRP priced. Employees: cute teens, NO KNOWLEDGE at all! "I like the big bed because I get brown" that was the sales pitch. That should be enough said with this place. LOL! Very Sterile enviornment like an insane asylum. Place #3: Single owned salon. Klafsun beds @25 years old ,30 min units, Hex from 1992 that was filthy. Prices from $5-$10. Packages were only for minutes only. Lotions: looked like a frenzy of free products from everyone from Bodydrench to DS priced with a marker on the product. Place was disgusting, dirty carpets, hair all over the place, beds had a haze all over them. I then came back to my place and thought in my mind NONE of them can compete with what I have to offer for price and value. My studio: Sundash 232's, Sunstorm, Sungate, Supersonic, Mystic Tan. Prices range from $10-18 single session, Packages starting from $39 with upgrades and custom tailored packages upon request. Lotions: Exclusive to Tanology and DS Miracle collection priced UNDER MSRP. 2 Awesome Massage therapists, massage student interns to give FREE chair massage for clients who may be waiting and an acupuncturist(coming soon!) Meticulously clean contemoporary enviornment, Friendly employees who really care about the clients skin, tan, and well being. Just a fun envionment people always get greeted, skin typed, and serviced.

02-15-2005, 02:41 AM	#2 (permalink)
sunsally Team TanTalk Join Date: Nov 23 2004 Location: ITA Member & Berman Supporter! Posts: 3,136 Rep Power: 25	Good for you J - sounds like you have them "beat"! Now - the key - do you do enough to make sure everyone KNOWS all that about you??!! As a smaller (and newer?) player, have to make sure to get the word out!! Run a "crazy special" to attract new customers, who will then become loyal customers!! Keep doing this - don't rest KNOWING you are better - make sure all potential clients know it too! Actually, from what you have written, seems like you ARE doing all of this! But something for ALL of us to keep in mind! So many customers don't really "shop" all that much. They go to the place close to home/work or the first place they try and just sort of stay there! I got a new client the other day who had been at a salon for the past 10 years that just closed. To hear her talk about her old place, you couldn't IMAGINE she would have stayed!!! Outdated equipment, lack of general maintenance and cleaning, poor location etc. The clients would TELL the owner to do things to stay up-to-date, and nothing (top bed broke a few years ago - he neither fixed it nor removed it. She described it, with a laugh, as creepy like Norman Bates keeping his mother around in "Psycho"!). But, in the end, she was "comfortable" there, she liked the staff, and stayed until they finally closed. When she got to my salon, she was AMAZED at the equipment, the cleanliness of the salon, etc! Have to keep getting the word out, to get them in the door........

02-15-2005, 05:41 AM	#3 (permalink)
TotalEclipse Join Date: Dec 24 2004 Location: Dallas Age: 47 Posts: 370 Rep Power: 20	Good job shopping the competition J! I did that when I first started with my salon over 3 years ago, and found pretty much the same things you did. At one place I went to, the kids (and they really were kids...couldn't have been a day over the minimum age of 18 to work behind the counter) were eating chips and salsa...one of them didn't stop eating while I was asking my questions, and the other had chips stuck between the brackets of his braces....totally grossed me out! He didn't offer me a tour, but then again, the facility was small enough to where he could just point down the hallway and say "That's our big bed, it tans you more better than the others" (yes, he actually said "more better"!!!!) Gotta love finding out the comptetition is basically pushing guests out the door and sending them on their way to your place!!!!

02-15-2005, 07:53 AM	#4 (permalink)
dcjjp2 I love Derf!! Join Date: Jul 12 2004 Location: Va Posts: 3,228 Rep Power: 28	Thanks guys, I look forward to reading all of your posts Sunsally, and Total Eclipse. As a relatively new studio I think we have finally hit our mark. We are seeing repeart clients from our first season, (painful season) but they are coming in in droves. They are also bringing in new people with them for the experience. We mainly cater to the professional adult from 25-50, no teens, no strippers or the such. I am blessed with that. We have done some pretty extreme promos to entice them to come and check us out and they did and still continue to do so. My partner and I were just speaking of my drive and passion to have the feel, look and service of an upscale boutique shopping setting (used to also run Max Azria's most profitable BCBG store in Georgetown) with the price points to match the chain players. I think thus far we have put a pretty big dent into our goal. I want to thank you guys again for your encouraging words.

02-15-2005, 12:32 PM	#5 (permalink)
mmerci1 Join Date: Jul 3 2002 Location: missouri Posts: 59 Rep Power: 0	If your competitor sent an employee into your salon, I would guess they could pick it apart too. You can always find something.

02-16-2005, 09:01 AM	#6 (permalink)
Tan Talker Join Date: Jan 18 2002 Location: Lake Mary, Florida Posts: 1,274 Rep Power: 23	My advice is to not tell anyone on line where you are located or how well you are doing. Before too long one of the franchise salons will be opening across the street. Don't think they aren't watching the boards for new markets. They can track lotion sales, bed purchases, shop your location and boom another tanning salon on your block. I personally don't understand that marketing mindset, but it seems to be the way many chains do business. We went from being the only salon in town at one point to now being in one of the most saturated markets per capita in our state. There are three salons within viewing distance of us, one a major franchise, and even the gym in our center put in 9 beds right around the corner from us. My feeling is we give too much info about how great we are away and soon the sharks are circling. Now we are fighting the devaluation of our product and price wars that can't do any of us any good. Just a thought on who our competition really is.

02-16-2005, 10:45 PM	#7 (permalink)
YouKnow Join Date: Feb 6 2005 Posts: 29 Rep Power: 0	Everything seems to be getting that way. Even the Fast Food and Hotels Are Over Saturated. The main problem I see with salons is the tanning biz is so attractive and so fun that so many people with more cash than sense are really messing up the biz. And the manufactures Play on this BIG TIME. They SELL Many more Beds if people are constantly going out of biz and new ones opening. My opinion is the manufactures are causing there own demise due to inexperienced owners/employees helping fuel the demand for "Regulatory" action.

03-02-2005, 09:29 AM	#8 (permalink)
nitrox Join Date: Jul 7 2004 Posts: 22 Rep Power: 0	I agree with tan talker. I guaantee you the franchises are in bed with some of these lotion dist. to get our info and buying habits. makes me sick.

03-02-2005, 10:56 AM	#9 (permalink)
dcjjp2 I love Derf!! Join Date: Jul 12 2004 Location: Va Posts: 3,228 Rep Power: 28	I would agree that the lotion companies/ bed distys have a wealth of knowledge of our demo's, buying habits, etc.... I (personally) am in the middle of 2 regional players (8 salons each) and also the heavy hitter PBT/hollywood tans as well as indy owned salons. My orig post was to basically see the difference in equip/pricing/service from all of the players (myself included) to see how they differ. The majority of my clients also are very pleased with our upscale atmosphere/decor/ambiance and pricing structure that we offer vs. the area players. More of a boutique vs. a drive thru. Quote:I then came back to my place and thought in my mind NONE of them can compete with what I have to offer for price and value. I am not stupid enough to think that I DON'T have competition in these firms, but I firmly believe that what I offer can compete strongly with even the large players in my area.

03-05-2005, 05:25 PM	#10 (permalink)
missmojorising I Love Derf! Who Doesn't? Join Date: Nov 17 2004 Location: Suite B4 Posts: 1,255 Rep Power: 28	As the "new kid in town'..my competitor opened a new location (in my neck of the woods) and dropped their prices to meet mine...nice to be the standard...hope they can keep up. Season ROCKS!

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