Thinking about opening new tanning salon - Page 3

Steve Underhill · 07-11-2006, 11:04 AM

Tiffany, don't get caught up on trying to purchase the biggest fanciest equipment out there. That is not what motivates tanners. Yes it is important to have great equipment. For the size of population you are talking about, a 5 system salon should be fine. Your base equipment should be 32 lamp 100 watt no facials, one up-grade bed and one up-grade booth.

Here is the real key keeping in mind that it is the trip that you are selling not the destination. All tanning equipment will tan you. Put a great deal of emphasis on the packaging of your salon. When a tanner walks through the door you want them to say, WOW this is beautiful. Tanners want convenience, if they can get a great tan at a great value in a beautiful environment close to home, they will not drive 20 minutes to satisfy their tanning needs. On the other hand remember that your customers are primarily women. Women will drive across town to get to their favorite nail or hair salon. The trick is to make your salon their favorite salon through communication ( Building relationships) presentation and quality of the tan. There is a formula for success in this business and it is a great deal more involved than renting a space and dropping in what you believe to be better equipment. Have the whole plan for success written out and in front of you so you have a great understanding of what will make you successful and exactly how you will achieve it.

Coppertone · 07-11-2006, 07:19 PM

A little more about where she is.

There are 2 good size colleges within 10 miles from her and we are talking in the sticks, nothing is really by them. Granted probably most of the students head towards the city but there is those that travel her way. Also she is by a major airport (MBS) like 3 miles.

TiffanyAnnn · 07-12-2006, 08:10 AM

I've live in Freeland for a good portion of my life. I've seen it grow and I am familiar with the variety or people living here. A lot of people that work at Dow live in freeland, as well as people who work at other Midland businesses. These are viable customers. So aside from maybe some college student living in the area, the 18-34 age range is growing rapidly, due to many subdivisions going up around the area. Also, I had the wrong facts on the populations. It's actually about 18,000, within a 5 mile radius of where I want to set up shop.

Mali · 07-12-2006, 08:14 AM

If you are near 2 colleges open with 4 20 minute beds a 12 minute bed and a stand up.

Then see how easy it is to get them to upgrade, if it is easy to get the money out of them add on more upgrades later. if you see the majority of your clients are college kids that stick to the 20 minute base beds, utilize the EFT program and add more 20 minute beds.

missyhot · 07-12-2006, 11:16 AM

Steve, I agree with you on many points but I am in the same situation as she is describing in small town with school age as the main target clientelle. I have new beds, they are not the fanciest or the most expensive but they are new and tan good. I just recently lost threee customers that I know of to a salon that purchased brand new beds that have a few bells and whistles. She needs to check out what the closest competition has and definately get beds of equal or better quality than what they are running. Do you see what I mean. Yes people like convenience but if they THINK they are going to get a better bed they may drive elsewhere. Most tanners just don't get it. My beds tan just as well as their new beds with the 'extra's' but clients think they are getting a better tan there. I know they will end up coming back to me when they figure it out though. To survive it seems you can't just stay competitive, you have to be the best. At least thats what I see happening around here. It's like all the salons are trying to outdo one another and these people don't know what to think so they are just hopping around.

Matthew24 · 07-12-2006, 01:14 PM

Quote:

Originally Posted by missyhot

To survive it seems you can't just stay competitive, you have to be the best. At least thats what I see happening around here. It's like all the salons are trying to outdo one another and these people don't know what to think so they are just hopping around.

You now understand the "real" indoor tanning salon business model.

You open your salon with the "best" and the next year another franchise opens with the "best" and now you need to find the new "best" for next year......

It's all about equipment sales, your just fueling the fire for the few years you play the game.

missyhot · 07-12-2006, 02:28 PM

^yup^

Sarge · 07-12-2006, 03:39 PM

Missy, I agree with you 100%.

Steve Underhill · 07-17-2006, 01:22 PM

Quote (Steve, I agree with you on many points but I am in the same situation as she is describing in small town with school age as the main target clientelle. I have new beds, they are not the fanciest or the most expensive but they are new and tan good. I just recently lost threee customers that I know of to a salon that purchased brand new beds that have a few bells and whistles. She needs to check out what the closest competition has and definately get beds of equal or better quality than what they are running. Do you see what I mean. Yes people like convenience but if they THINK they are going to get a better bed they may drive elsewhere. Most tanners just don't get it. My beds tan just as well as their new beds with the 'extra's' but clients think they are getting a better tan there. I know they will end up coming back to me when they figure it out though. To survive it seems you can't just stay competitive, you have to be the best. At least thats what I see happening around here. It's like all the salons are trying to outdo one another and these people don't know what to think so they are just hopping around. )

Lets take a closer look at your dynamics, Describe your beds to me. Brand, number of lamps, age, condition. Also describe your salon and tanning rooms.

Steve Underhill · 07-17-2006, 01:35 PM

Is this salon going to be in Midland, TX?

Here are just a few things to remember. Your salon must always look like it just opened. No matter how long you have been there if a tanner visits you for the first time you want them to think you just opened based on how your salon looks. We can discuss this in further detail at another time. You must also look at your salon like a $100 bottle of lotion. What sells the expensive lotion? The packaging, not the product. It is not the tan that sells your salon. If you keep fresh lamps in your equipment they will all tan you. It is the whole tanning experience or the trip not the destination that sells the tanner. You must also as part of your packaging create relationships with your clients. That will keep them from drifting to another salon. These are just a few of the dynamics of a successful salon. If you maintain these dynamics you can always compete with new salons. There is nothing in terms of equipment that would give todays salons an advantage over last years salons. If you choose your equipment mix wisely and you properly package your salon and have a proven marketing program, a new salon can't steal your thunder. If your salon is not made up of these dynamics, a salon can open tomorrow that is and make your life miserable. Don't cut corners, do it right the first time and you will be in control of your own success.

07-11-2006, 11:04 AM	#21 (permalink)
Steve Underhill Join Date: Apr 21 2004 Location: Frisco, TX Age: 57 Posts: 620 Rep Power: 5	Re: Thinking about opening new tanning salon Tiffany, don't get caught up on trying to purchase the biggest fanciest equipment out there. That is not what motivates tanners. Yes it is important to have great equipment. For the size of population you are talking about, a 5 system salon should be fine. Your base equipment should be 32 lamp 100 watt no facials, one up-grade bed and one up-grade booth. Here is the real key keeping in mind that it is the trip that you are selling not the destination. All tanning equipment will tan you. Put a great deal of emphasis on the packaging of your salon. When a tanner walks through the door you want them to say, WOW this is beautiful. Tanners want convenience, if they can get a great tan at a great value in a beautiful environment close to home, they will not drive 20 minutes to satisfy their tanning needs. On the other hand remember that your customers are primarily women. Women will drive across town to get to their favorite nail or hair salon. The trick is to make your salon their favorite salon through communication ( Building relationships) presentation and quality of the tan. There is a formula for success in this business and it is a great deal more involved than renting a space and dropping in what you believe to be better equipment. Have the whole plan for success written out and in front of you so you have a great understanding of what will make you successful and exactly how you will achieve it.

07-11-2006, 07:19 PM	#22 (permalink)
Coppertone Join Date: Apr 17 2004 Location: MI Posts: 287 Rep Power: 5	Re: Thinking about opening new tanning salon A little more about where she is. There are 2 good size colleges within 10 miles from her and we are talking in the sticks, nothing is really by them. Granted probably most of the students head towards the city but there is those that travel her way. Also she is by a major airport (MBS) like 3 miles.

07-12-2006, 08:10 AM	#23 (permalink)
TiffanyAnnn Join Date: Jul 10 2006 Posts: 6 Rep Power: 0	Re: Thinking about opening new tanning salon I've live in Freeland for a good portion of my life. I've seen it grow and I am familiar with the variety or people living here. A lot of people that work at Dow live in freeland, as well as people who work at other Midland businesses. These are viable customers. So aside from maybe some college student living in the area, the 18-34 age range is growing rapidly, due to many subdivisions going up around the area. Also, I had the wrong facts on the populations. It's actually about 18,000, within a 5 mile radius of where I want to set up shop.

07-12-2006, 08:14 AM	#24 (permalink)
Mali I love Derf!! Join Date: Mar 25 2005 Location: Wilmington NC Age: 33 Posts: 3,343 Rep Power: 19	Re: Thinking about opening new tanning salon If you are near 2 colleges open with 4 20 minute beds a 12 minute bed and a stand up. Then see how easy it is to get them to upgrade, if it is easy to get the money out of them add on more upgrades later. if you see the majority of your clients are college kids that stick to the 20 minute base beds, utilize the EFT program and add more 20 minute beds.

07-12-2006, 11:16 AM	#25 (permalink)
missyhot I love Derf!! Join Date: Jun 30 2005 Location: Michigan Posts: 2,595 Rep Power: 102	Re: Thinking about opening new tanning salon Steve, I agree with you on many points but I am in the same situation as she is describing in small town with school age as the main target clientelle. I have new beds, they are not the fanciest or the most expensive but they are new and tan good. I just recently lost threee customers that I know of to a salon that purchased brand new beds that have a few bells and whistles. She needs to check out what the closest competition has and definately get beds of equal or better quality than what they are running. Do you see what I mean. Yes people like convenience but if they THINK they are going to get a better bed they may drive elsewhere. Most tanners just don't get it. My beds tan just as well as their new beds with the 'extra's' but clients think they are getting a better tan there. I know they will end up coming back to me when they figure it out though. To survive it seems you can't just stay competitive, you have to be the best. At least thats what I see happening around here. It's like all the salons are trying to outdo one another and these people don't know what to think so they are just hopping around.

07-12-2006, 02:28 PM	#27 (permalink)
missyhot I love Derf!! Join Date: Jun 30 2005 Location: Michigan Posts: 2,595 Rep Power: 102	Re: Thinking about opening new tanning salon ^yup^

07-12-2006, 03:39 PM	#28 (permalink)
Sarge Join Date: Feb 22 2003 Location: Michigan Age: 44 Posts: 1,521 Rep Power: 9	Re: Thinking about opening new tanning salon Missy, I agree with you 100%.

07-17-2006, 01:22 PM	#29 (permalink)
Steve Underhill Join Date: Apr 21 2004 Location: Frisco, TX Age: 57 Posts: 620 Rep Power: 5	Re: Thinking about opening new tanning salon Quote (Steve, I agree with you on many points but I am in the same situation as she is describing in small town with school age as the main target clientelle. I have new beds, they are not the fanciest or the most expensive but they are new and tan good. I just recently lost threee customers that I know of to a salon that purchased brand new beds that have a few bells and whistles. She needs to check out what the closest competition has and definately get beds of equal or better quality than what they are running. Do you see what I mean. Yes people like convenience but if they THINK they are going to get a better bed they may drive elsewhere. Most tanners just don't get it. My beds tan just as well as their new beds with the 'extra's' but clients think they are getting a better tan there. I know they will end up coming back to me when they figure it out though. To survive it seems you can't just stay competitive, you have to be the best. At least thats what I see happening around here. It's like all the salons are trying to outdo one another and these people don't know what to think so they are just hopping around. ) Lets take a closer look at your dynamics, Describe your beds to me. Brand, number of lamps, age, condition. Also describe your salon and tanning rooms.

07-17-2006, 01:35 PM	#30 (permalink)
Steve Underhill Join Date: Apr 21 2004 Location: Frisco, TX Age: 57 Posts: 620 Rep Power: 5	Re: Thinking about opening new tanning salon Is this salon going to be in Midland, TX? Here are just a few things to remember. Your salon must always look like it just opened. No matter how long you have been there if a tanner visits you for the first time you want them to think you just opened based on how your salon looks. We can discuss this in further detail at another time. You must also look at your salon like a $100 bottle of lotion. What sells the expensive lotion? The packaging, not the product. It is not the tan that sells your salon. If you keep fresh lamps in your equipment they will all tan you. It is the whole tanning experience or the trip not the destination that sells the tanner. You must also as part of your packaging create relationships with your clients. That will keep them from drifting to another salon. These are just a few of the dynamics of a successful salon. If you maintain these dynamics you can always compete with new salons. There is nothing in terms of equipment that would give todays salons an advantage over last years salons. If you choose your equipment mix wisely and you properly package your salon and have a proven marketing program, a new salon can't steal your thunder. If your salon is not made up of these dynamics, a salon can open tomorrow that is and make your life miserable. Don't cut corners, do it right the first time and you will be in control of your own success.

Currently Active Users Viewing This Thread: 1 (0 members and 1 guests)