itansunsalon

Hello, I have been watching this forum for quite some time but am just not getting the opportunity to post. I would like to first give an overview so you are aware of the situation.

I purchased a salon that was highly outdated (30 min wolf bed 1982) absentee owners, employees giving things away. Let me be upfront as embarrassing as it is I was also one of these people who bought a salon knowing nothing about it.

What I have done since purchase 6-15-2012

Replaced all but 2 beds ( solaris 442 3 facials and a sun source 3000 that everyone happens to love no idea why though) I brought in 2 holiday 45's 1 holiday 35, an Ets Sundome, and my big bed is a sportaredo Universe 160 watt.

We painted everything and put in track lighting, got rid of the old accessories that were sitting there for years, got a nice 11 ft counter, hooked the cable up for helios the the tmax to make it harder to bypass. Brought in discontinued lotions that are actually selling. And we just ordered a novel m1000 with upgraded gun. We have advertised 2 times in a clip on coupon that goes out (apparently only to current customers) Spent 600.00 to advertise our grand opening this saturday I know not the best time but I want everyone to see the changes and know we are new. I also just advertised for the year with a local university. I put a big sticker on the counter with our name and so far we have our banner up but not the sign yet. We upgraded the electrical of course the ac is underpowered. We painted the whole place got new chairs new towels no stools. Basically the only thing existing is the walls and the floor. I do not have the funds to expand at the moment if I want to brace for slow months. I have 7 rooms. I have 3 levels of tanning.

What I need advice on is I am having $7 days then I am having $300 days which I know is not great. After reading the forum here I know some of you do way better in the off season. I would like to be one how do I do it?

I know before I bought the place they did buy 1 month get 1 free, I am not doing that but we all know what customer base that attracted. My nearest competition is about 7 miles down the street. We are located surrounded by lakes so there are a lot of people that seem to keep up on there tan.

Please let me know if there is anything important I left out for you to give accurate advice. Thank you so much for your time.

kookyguy

If don't already have a good website, make that your first priority! Do NOT cheap out on your website, it can make you more money than anything else in the same price range.

2nd, start collecting emails building up Facebook and set up a text club. Save all the cash you can for the next few months, and get the social media built up.

sunsally

Some good starts! A couple of questions/comments -

Questions:

1. The employees who were "giving things away" - are they all gone now?

2. Your 3 levels of tanning - do you have them grouped:
a. Sunsource 3000, Holiday 35, Holiday 45s
b. Solaris 442, Sundome
c. Universe


Comments:

1. Congrats - and while you may not know "everything", clearly you know a few things and are open to figuring out more!

2. Discontinued lotions - good! You say "brought in discontinued lotions that are actually selling". Customers have NO IDEA what is "discontinued" or not. Those were the 'latest/greatest" at some point. As long as they are fresh (which they usually are), pick some favorites and sell the heck out of them. Since you buy them cheaply, don't be afraid to use them to help sell other things - for example a "free sample pack of lotions" when they buy a certain package! Or 50% off a bottle when they buy a month.

3. Not a GREAT time to be spending $$ on advertising - or doing grand openings. Ok to get the word out, but look for the most effective and inexpensive methods possible for now. I'd recommend:
a. Website
b. Facebook
C. Text/email blast to your current data base
d. referral program
e. passing out cards with an offer everywhere you go in town
f. signs on your location


4. This time of year, I LIKE "BOGO Month". It is slow season - not many customers are going to walk in and buy 2 months of full price tanning. So try to INCENT your "deal buyers" to buy just one and get another free. Or do a "Tan Till the End of the Year" for $99 (on your Level 1 beds --- then upgrade them along the way and sell them lotion....). Right now you want BODIES to be in your doors, seeing your changes and getting the word out. Don't worry about doing some crazy specials for now to build the word

5. That said, before you can do crazy specials, you HAVE to make sure your "regular pricing" is in line. And understand what "kind" of salon you are trying to be. Membership? Home of the $3 tan? High end/spa (not really possible with your current mix). etc Several different ways to build a profitable salon - but doesn't work well when you are a mish mash of things

6. You've done all the 'clean up' in the building (new paint, counters,...). Make sure you have done the same with your equipment. If they have not been already, make sure the equipment all got a DEEP CLEAN. Cleaned, waxed, touched up if need be, lamps are fresh, effect lighting works (if any),.... Make sure the equipment SPARKLES and looks as "new to you" as it can. Tired beds will take away all the other efforts you've made

7. Along with that - have to work on the cooling. Can you vent some beds into the drop ceiling (if one) or above the room line (if open)? Add some room Air conditioning units? Get another unit added (maybe find one used?). The "experience" is critical - and if it is hot and miserable inside that again will take away from the reputation you are trying to create


All that said - welcome!

itansunsalon

Great advice I was actually going to do a very cheap website I will put a little more money into the site then for sure. I am making my employee collect and verify email address and cell phone numbers in preparation for text blasting and email club. I am all over Facebook. Should I do text marketing now or wait till busy season approaches?

itansunsalon

Thank you for your response.

I do have 3 levels however worked different

Bronze package is Holiday 35 and sun source 3000
Silver is Solaris 442 Holiday 45's and bronze beds
Gold is my sun dome and universe.

That seemed to make the most sense to me I know the holiday are pretty close as far as level.

I have one employee left a 32 year old girl that has been there for 5 years she did a lot with what she had trying to keep people in that were walking out the doors because of the condition of the place.

About the lotions and giving the buy one get one I am open to that but have not wanted to do that because of the last owners doing that for about 6 months before we bought it in turn getting all of the Cheap customers just looking for a give away which has caused some problems for us now. They all expect something for nothing so it worries me if I start doing that again eventually getting out of it I feel will cause problems all over. Again I am new I do not know if this thinking is right please let me know if you think I should just give the buy one get one a shot again. I just wanted to explain why I haven't I think with less cheap customer base it would be more effective I just don't have that yet.

Thank you very much thats what I was wondering should I be spending all this money on advertising when others are not I will stop that for sure and wait for the right time. I am passing out cards to come in for 1 free tan and going to all the community events as well as volunteering for different things within the community.

The deep clean we took a vacume to the inside of the bed took the bulbs out and wiped them down cleaned the acrylics. What is this wax you are talking about? Where do I get it. Am I missing anything in the deep clean process?

thank you very much for the comments I feel I am on the right path but with some tweaking from you guys I should be good. I appreciate all feed back.

kookyguy

Well text marketing costs about $70 per month, in our case it makes us an extra $700 - $1,500 per month.

I would say as long as you can at least break even on any marketing right now you should do it.

Don't cheap out on your website. Our website brings in over 80% of our new business, our mobile website alone brings in aound $2k per month in new business.

sunsally

Your mix is NOT what I would recommend! Is this how they had them grouped before? What is the "walk-in pricing" for each level?

You need to group your beds by features and performance.

A holiday 32 and 45 I BELIEVE is basically the same bed with just one extra facial - is this correct? Do both have 32 lamps, 1-2 HP facials? What is the tan time on each?

What about the Sunsource 3000? I assumed this was a 24-30 lamp with no facials but I see they have a few models - what exact specs does your have?

What are your " bronze beds" since I didn't see these listed in your first description?

The Universe is one of the biggest tanning units on the market, with HP facials, built-in radio, etc The Sundome is a very "average" standup. I doubt customers will think they give the same "value" in terms of a tan -- which is why I would have the Sundome priced lower (could even be a "level 3", between the Solaris and the Universe - that probably "fits" best with its performance).

ledfrazier

How do you measure the $ volume of business that your website brings in per month?

What % of your business is derived from the website?

Thanks!