BigLeo

Square,

Ultimately what will decide how many tanning units you should have in your new salon is the estimated number of actual tanners and their demographic and lifestyle mix. I would recommend that you evaluate the tanning market in your area. If your salon is suburban and the population spreadout, tanners might come from as far as ten miles. So far I like what you've said about the average household income and total population. I hope that you've done a thorough demographic and competitive study. Once you've determined the number of potential tanners (there are several ways of doing this) find out the total number of salons within 3 miles. If you are suburban, which appears to be the case, go out ten miles. Visit each salon and determine who they are targeting. If the market is upscale, this really doesn't mean a whole lot. Income is only one element in determining market potential. This is why a demographic and lifestyle segmentation are so important. WHen you've determined the total estimated number of potential tanners, divide this by the total number of tanning units in the total market. This should give you an idea just how many tanners per tanning unit there are in your market. Do it both going out 2-3 miles and then 10 miles. This will give you a very "rough" idea of market saturation. My rule of thumb is about 1500 clients per salon. About 20% of these will be dedicated tanners. The old 20-80 rule--20% of customers represent 80% of the revenues. You also need to consider things like ancillary products and services and which ones you should offer your clients. Remember, tanning is a seasonal business, and I would not rely solely on tanning. Massage, hairstyling and nails are services I would definitely consider. Your location is also vitally important. You might be located right in the middle of a very high potential concentration of tanners, but if you have a poor location, your chances of success of drastically reduced. Other things you should consider is what the market can bear per session. You will need to determine what competitors are charging on average for levels 1 through 3. Don't worry too much about four levels. Most of that is bs as far as I cam concerned as there is very little difference between a level 2 and 3. I am sure that some of you will challenge me on this, but what are four or six lamps going to matter. Once you've established what the market can bear per session you are well on your way to determing your potential revenues and just how many beds your salon should carry. I hope this helps.

Square

BigLeo, using the market demographics I have approx 4,324 potential customers.

I'm going to be located on a road that circles around a major outdoor upscale mall (Williams Sonoma, Banana Republic, other overpriced stores along the same nature.) We'll definitely have enough parking, and next door to our salon we will have a major vitamin store (a GNC type store, but not GNC).

As far as the different levels, I was only going to offer the three levels, but then looking at the different beds offered from TanAmerica I'm going to use the Santa Barbara's as the level 1, and then the Pacifica as the level 2. Both of these have the same number of bulbs except that the Pacifica has 160w bulbs across the tops and 100w along the bottom. And from what I've heard from other people there is a big difference in results from the tanning. And then the level 3 would be a 42/46 bulb w/ facials, and finally a HP and Sunless to top things off.

This is what I was thinking when going through all of these, please feel free to give your opinion because I'm definitely open to any and all opinions. I believe that those who are indifferent to criticism limit themselves exponentially.

Also if you haven't checked out my other post on average sessions per day in the Newbie forum please go over there and give me your input.

Thanks to everyone who's contributed, I think that I've doubled the amount of knowledge that I've acquired over the past six months in the past two days!!!

A Salon Near You

I would leave open the ability to have additional beds. It does not mean you need to start with every room full, but I would go bigger with your demos and the income as well as lack of competition

mainetanner

I have all tan america beds. 2 Catalinas w/o facials, 2 Delrays w/ facials 2 Sun ups and a Matrix 58. I have been open for a year and truthfully have about 100 hours of total use on each of the catalinas. No one wants to use them even at $5.00 a visit. I wish I had gone with another del ray or stand up as I make more with them and they are used so much more. Clients want to upgrade to the $10.00 level 2's and many will wait for them even if the level 1 beds are open. We promote them as Superior classic beds and have tried all kinds of other names so that they don't get percieved as "just level 1 beds" customers don't care at least not here. I am the only salon that offers different levels of tanning maybe that is why. I am sure the delray and the stand ups will be used ALOT once you get them in. Have you looked at the new bed TA has coming out. It is replacing the santa barbara I believe. Best of luck to you.

dcjjp2

I do love some Tan America beds, but my issue with the lowpressure side of them is they all LOOK the same. In my opinion there needs to be a visual difference between your levels. That speaks for the beds without you even saying a word.

missyhot

My experience has been the same as Mainetanner. No one likes my base beds and will wait to use the upgrade even though my level 1 (basebeds) are available. I personally feel you have too many base beds. Waste of money!