business basics

by Pam Stellema

Full Day Strategy Session

Discover just how fast you can grow your business with a full day, one on one, strategy session with an experienced and proven business coach who specialises in your industry.

9am to 5pm  – 8 full hours with a working lunch provided.
* Available on the Gold Coast or Brisbane only. Other locations will have additional travel costs.

Program details click here.

Price: $1,197.00

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99 Reasons Why Your Clients Leave and What You Can Do About It.

This simple, but very truthful e-book came about because I wanted to give salon and spa owners a genuine insight into why their VIP (and profit-producing) clients often simply disappear one day.

To do this, I surveyed (in 2015 and again in 2017) a substantial group of Australian business women from all backgrounds, asking why they had left their favourite salons and never gone back.

Some of the answers I expected to hear (which were repeated many times over in the comments that were made), but some of them were unexpected and interesting.

Apart from clients leaving the area or dying (it happens), all of the reasons listed in this e-book can be addressed and overcome – and that really is good news.

All it really takes to slow down the rate of your client loss is to:
1. Have an awareness of what the issues are that make your clients happy and unhappy.

2. Be willing to realise that maybe you or your team members may be guilty of engaging in some unwanted behaviours.

3. Take the required action to make sure these negative experiences for your clients are minimised as much and as often as possible.

4. Continuously maintain and enforce the positive changes you’ve made.

5. Remember every minute of every day, that without clients, you don’t have a business.

Price: $15.00

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The Ultimate Guide to Service Menu Creation

The Ultimate Guide to Service Menu Creation

Module Introduction

You’ve decided it’s time to revamp your Service Menu. Fantastic! However, before you quickly throw something together to get by, consider how the act of creating a new Service Menu will give you many opportunities to review and improve your business also.

Don’t be lured into thinking that just anything will do for the moment because it won’t! Too often, once you’ve done this, it will be way too long before you revisit your Service Menu again, and this will result in many lost opportunities to increase your revenue and grow your business.

Your Service Menu, whether it be physical or online, is often the first point of contact for prospective clients. With that being the case, it’s essential that you clearly and concisely deliver the information about your services in a way that makes your readers want to experience them…

Overview:

This comprehensive business information module covers all you need to know to produce an outstanding service menu for your salon and spa.

Your service menu is a sales tool for your salon, both for prospective clients and current clients.  It must be clear, focused and concise while still guiding readers to choose the most beneficial and profitable services you offer.

This module includes a PDF document outlining:

  • The Role of Your Service Menu
  • Quality and Presentation of Your Menu
  • Research First
  • Pinpoint and Promote Your Unique Point of Difference
  • Information Essentials
  • Service Categories
  • What Services You Should Include
  • What Service You Should Exclude
  • Service Descriptions
  • Service Placement
  • Salon Policies and Etiquette
  • Menu Readability
  • Images
  • Menu Dimensions
  • Menu Inserts
  • Quantity Required
  • Summary

Information Pages: 45

Included Resources in editable Word format are:

  1. What Makes My Salon Unique Template
  2. Service Menu Checklist
  3. Services and Categories Template
  4. High Profit/Popular & Low Profit/Less Popular Worksheet
  5. Service Addition, Deletion and Alteration Template
  6. Descriptive Words and Phrases List
  7. Phrases That Describe Benefits List
  8. Service Name Conversion Template
  9. Service Listing by Category Template
  10. Salon Etiquette and Policies Samples

Templates, Worksheets and Lists: 10

Also available HERE

Price: $67.00

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The SalonSavy Book of Ideas and Inspiration

This little e-book came about when I decided to combine many of my favourite articles into a single publication.

It covers a wide cross section of business issues and is a perfect short read for every salon or spa owner.

Price: $0.00

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Mystery Shoppers

Discover How to Create a Mystery Shopper Program for Your Salon or Spa

Module Lead-in:

What is a mystery shopper?
Many different types of businesses use the services of a Mystery Shopper (sometimes called a Secret Shopper). The goal of using a Mystery Shopper is to give you, the salon owner, a non-biased snapshot of what is really going on in your salon in situations where you may not be able to see what’s really happening.

Why do you need to use one?
In the beauty industry, salon clients are routinely taken into a private room for their treatments. This provides privacy for the client; however, as the salon owner, you’re pretty much unaware of what’s happening behind those closed doors…

Overview:

Mystery shoppers have been used in businesses of all sizes for decades.  Their role is to go into the business as a regular customer and purchase services and product.

They are particularly useful in salons and spas where treatments are provided in a separate and private room, providing management with an in-depth understanding of the quality levels of both treatment delivery and customer service.

This module includes a PDF document outlining:

  • What is a Mystery Shopper?
  • Why you need to use Mystery Shoppers.
  • What does a Mystery Shopper do?
  • How is it done?
  • How often should you use a Mystery Shopper?
  • Should your tell your team about the Mystery Shopper?
  • What to do with the information you get?

Included Resources in editable Word format are:

  1. Mystery Shopper Questionnaire – Comprehensive.

Pages: 17

Price: $45.00

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Revenue & Profit

Revenue & Profit.  

How they’re different and why it’s important!

Module Information

This Revenue & Profit business module is not lengthy, but it is important.

The fact is that many salon and spa owners constantly chase high revenue (also often referred to as turnover or earnings) in their salons in the mistaken belief that high revenue will automatically also mean high profits.

Let me be 100% clear about this – it doesn’t!

When you realise that increasing your revenue is not a guarantee that you’ll increase your profits, you’ll better understand the real risks involved in:
1. pricing your services too low to attract volume sales, and
2. running salon promotions based on heavy discounting of services.

Overview

Many business owners confuse revenue with profit but they are NOT the same thing.  This confusion negatively affects the way they market their services and in turn, leads to loss-producing promotions and treatments.

If you’re not clear on the difference between the two, then this short module is a must-have for you.

This module includes a PDF document outlining:

  • What is Revenue?
  • What is Profit?
  • How to Maximise the Profit on a Service Sale
  • Being Busy vs Being Profitable

Information Pages: 10

Included resources are:

  1. Profit vs Revenue Wall Chart

Price: $10.00

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Making Money from Membership Programs

Make Money from Your Salon or Spa Membership Program

Module Lead-in:

The idea of having a membership program for your salon or spa can be very appealing. They certainly seem very attractive at first glance and a great way to bind clients to your business.

However, before you rush headlong into introducing any type of membership program, there are some very important elements you must consider first.

What may bring you short-term gain (money), may also bring you long-term pain (additional workload and expenses), and this can be true of many of these programs if meticulous planning and analysis is not done before you get underway…

Overview:

This module outlines the pros and cons of various types of Membership Programs for your salon or spa.

It also includes a sample Membership Program that will ensure not only client retention but profitability also.

This module includes a PDF document outlining:

  • The pros and cons of  4 different membership program styles.
  • Sample membership program.
  • 9 key points to consider before you get started.

Included Resources in editable Word format are:

  1. Membership Program Template

Pages: 19

Price: $37.00

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Branding for Better Business Recognition

Business Branding for Salons and Spas

What is Business Branding?

Branding is a set of thoughts, visions, and emotions consumers make when they hear the name of your business.

For instance, what comes to mind when you think about Mercedes Benz cars (luxury, prestige, classy, comfort etc.)?  Now, what thoughts, feelings, and visions do you have when you picture a Hyundai (economical, compact, zippy)?  These two companies have branding that immediately tells you a great deal about their product, quality and service standards…

Overview:

Many salon and spa owners fail to recognise the important of their brand and the impact it has on their businesses – from the clients they attract to the profits they make.  It all starts with establishing the right brand.  This module walks you through the different aspects of branding your business and highlights the impact it can have on your ability to generate sales.

This module includes a PDF document outlining:

  • What business branding is all about.
  • Brand Strategy.
  • What branding means to your business.
  • Defining your brand.

Included Resources in editable Word format are:

  1. Defining Your Brand Template
  2. Action Steps to Align your Salon with Your Desired Branding Template

Pages: 13

Price: $22.00

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Market Your Beauty Biz Like a Pro

Market Your Beauty Biz Like a Pro

Module Introduction

Every business needs to market itself. As the saying goes “You can’t sell a secret”, therefore you have to tell your prospective clients and your current clients what you have to offer in order to create sales. And to do this, you have to successfully get your message out to the right people, at the right time using the right marketing strategies.

What is Marketing?

Many people confuse the concepts of marketing and advertising. They are different. For me, marketing is what you do to get your service or products into the hands of your clients. Advertising is therefore a part of marketing – but not the whole package!

Planning Your Marketing

A good marketing plan is not solely about gaining new clients. It has many other important duties.

When you market your salon or spa, your goal should be to achieve one or a combination of the following:

  • Attract new clients
  • Keep the clients you already have
  • Reclaim missing clients
  • Increase the clients spend amount
  • Increase the frequency of client visits
  • And of course, all of the above should also have the end goal of making more revenue and more profit for your business.

Overview

Marketing is a must for every business and this module not only provides you with loads of different marketing ideas, it also provides a 12-month Marketing Planner Template that will make planning your monthly and yearly marketing a breeze.

This module includes a PDF document outlining:

  • What is Marketing?
  • Planning For Marketing Success.
  • 31 Proven Marketing Strategies for Spas and Salons.
  • How to Create a Profitable Promotion.
  • 42 Special Occasion Promotion Ideas
  • Create Your Marketing Plan.
  • How to Use Your Marketing Plan Template.

Information Pages: 88

Included Resources in editable Word format are:

  1. 12-Month Marketing Planner
  2. Primary and Secondary Services Worksheet
  3. Promotion Goal Worksheet

Worksheets & Planners: 3

Also available HERE

Price: $67.00

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Selecting the Right Services for Your Salon

Selecting the Right Services for Your Salon

Module Lead-in:

The right services for your salon or spa. What are they, and why do you even need to know? Surely you should just offer everything that you can, and let the clients choose what they want? Right?

Wrong!

When you are average in everything, you’re a specialist in nothing, and therefore prospects have no reason at all to choose you over your competitors. You’re just one salon in the crowded marketplace.

Overview:

Many salon owners open up shop without giving too much thought as to the services they intend to offer.  This can lead to having services that simply don’t sell either due to the wrong price-point or the wrong match to their target markets needs.  The right services should not only sell well but return a worthwhile profit to your business.

This module includes a PDF document outlining:

  • Who your real competitors are.
  • How most salons choose which services to offer.
  • The 5 Service Selection Criteria.
  • Mini and express services.

Included Resources in Editable Word format are:

  1. New Service Client Survey
  2. Current Service Assessment Template
  3. Potential Service Assessment Template
  4. Your Salon vs Competitor Service Prices Template

Pages: 18

Price: $30.00

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Determining the True Cost of Your Services

Determining the True Cost of Your Services

Module Lead-in:

Why spend the time to work out the cost of delivering your services?

Why not simply use the calculations and recommended selling price that your suppliers provide, or even just hazard a guess based on what other salons in your area are charging?

The reason is simple – until you absolutely know what your services are actually costing you to deliver, you can’t accurately determine a profit-generating selling price.

Every salon is unique in the way it creates and delivers its services, and because of this, no two salons can offer their services for the same selling price and still make the same profit…

Overview:

This in-depth module covers everything you need to know to calculate the cost of the services you provide in your salon and spa.  Once you know what each service costs to provide, you can be certain you’ll never sell any service without the desired profit margin again.

This module includes a PDF document outlining:

  • Why you need to know the cost price of your services.
  • How to determine the cost of your services accurately.

Included Resources in editable Word format are:

  1. Master Costing Template – Products
  2. Master Costing Template – Consumables
  3. Master Costing Template – Individual Service Cost
  4. Service Profitability Summary Template – By Category

Pages: 20

Price: $37.00

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Coupons and Discounts

Coupons and Discounts

Module Lead-in:

Too often, the first and only strategy many inexperienced salon owners turn to when they want to generate more revenue or attract new clients, is to discount their services.

This is the “lazy person’s marketing tool” because it requires no imagination at all to implement. What it does do is create the false illusion that you’re generating more profit, when in fact, you’re actually working harder for less money and in some cases, no profit…

Overview:

Many salon owners make the mistake of believing that any business is good business, without taking into consideration the financial and emotional impact it may bring with it.

There is no doubt that coupons generate more clients, however, are these clients an asset or liability to your business? This module looks at the pros and cons of coupon and discount marketing.

This module includes a PDF document outlining:

  • How coupons and discounts can generate losses for your business.
  • What you can do instead of discounting.
  • A truthful look at the financial impact of coupon promotions.
  • The impact of discount coupons on your existing clients.
  • The impact of discount coupons on your team.

Included Resources in editable Word format are:

  1. Profit and Loss Calculation Sheet for Coupon Promotions Template

Pages: 12

Price: $15.00

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Create Website Content That Wins Clients

Create Website Content That Wins Clients 

Module Lead-in:

This information module will help you to create an interesting, concise, and easy-to-navigate website that will help to keep your visitors reading and hopefully taking action (because that’s the job of a website).

Even though some of the information you’ll find in this module is useful to help you improve your Search Engine Optimisation (SEO), its primary purpose is to help you write better content for your website…

Overview:

The first place consumers head to when looking for products or services is generally the internet.

Your website is often the first contact these people have with your business and therefore possibly your only opportunity to turn a looker into a buyer.

This means that you need to be found by search engines, but once found your content has to persuade your reader that you’re the business they’ve been searching for.

This module covers the basics of setting up a winning website for your salon or spa.

This module includes a PDF document outlining:

  • Why your website contents matters.
  • 19 general tips for website content writing.
  • Must-have pages on your website.
  • 5 tips to improve your contact page.
  • Other pages to include.

Included Resources in editable Word format are:

  1. Checklist for Must-have and Other Pages

Pages: 22

Price: $30.00

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Markups and Margins

Solving the Mystery of Markups and Margins

Module Lead-in:

If the terms ‘markup’ and ‘margin’ leave you scratching your head and feeling flustered, then this is the perfect module for you.

Even though the two words are often heard interchangeably, they have completely different meanings and anyone who is in the business of retailing must get their head around the difference.

Over the years, I’ve heard suppliers tell salon owners, “Your profit margin is 100% on our range of skincare” when in fact, they meant that the markup was 100% which means that the profit margin was actually only 50%.  Confusion around the meaning of these two terms can have a seriously negative impact on your profits, so let’s clear things up once and for all…

Overview:

This module explains, in simple terms, the difference between a markup and margin and why it’s so important for you to understand the difference. It also includes an easy-to-understand Markup & Margin Chart for you to reference when pricing or discounting your products and services.

This module includes a PDF document outlining:

  • Margin vs Markup.
  • What’s the difference and why does it matter?
  • How to calculate markup %.
  • How to calculate margin %.
  • Many actual examples to help you easily understand markup and margin percentages.

Included Resources in editable Word format are:

  1. Markup and Margin Chart
  2. Markup/Margin Worksheet

Information Pages: 11

Price: $15.00

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More Profitable Promotions

Create More Profitable Promotions for Your Salon or Spa

Module Lead-in:

Many salon owners run promotions almost non-stop, with the mistaken belief that quantity, rather than quality, is what will make them more profit. Not so!

You can achieve busy-ness by simply lowering your prices enough, but being constantly busy is no guarantee that you will make a profit. Busy-ness does not necessarily equal profitability.

Promotions should NOT be about getting clients into your salon at ANY cost…

Overview:

This comprehensive module shows you how to produce a great promotion that both you and your clients will love.

It aims to help you plan your promotions for greater profitability while still providing excellent value for your clients. A true win-win scenario.

This module includes a PDF document outlining:

  • Becoming clear about what your promotion is trying to achieve.
  • Good promotions should focus on profit not just revenue.
  • Stop discounting and start value-adding.
  • Focus on promoting the right services.
  • Using your most popular services for your promotions.
  • Target the clients most likely to respond.
  • Measuring your results.

Included Resources in editable Word format are:

  1. Primary and Secondary Services Template
  2. How to Complete your Promotion and Packages Template
  3. Your Promotions and Packages Template
  4. How to Complete the Profitable Promotion Planner
  5. Profitable Promotion Planner
  6. Monthly Promotion Tracker

Pages: 21

Price: $45.00

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Discretionary Services and Treatment Protocols

Discretionary Service and Treatment Protocols 

Module Lead-in:

First, let’s take a look at what discretionary services actually are, and then we’ll explore the right way and the wrong way to provide them to your salon clients.

One example of a discretionary service is when you decide to give your client a hand massage with her regular facial when that hand massage is not normally provided free of charge.

Another example is if you provide a free eyebrow tint for your client when she has a paid lash tint when normally the brow tint is an extra paid service.

Overview:

This module shows you how to use discretionary services and consistency in your service delivery to ensure client satisfaction and retention.

It also demonstrates how to create a Treatment Protocol for each of your services to ensure consistency in delivery by all team members.

This module includes a PDF document outlining:

  • What are discretionary services?
  • How discretionary services can hurt your business.
  • How to deliver once-only discretionary services without disappointing your clients.
  • Special occasion pampering.
  • The importance of consistency when delivering treatments.
  • Treatment protocols.
  • Creating a treatment protocol.

Included Resources in editable Word format are:

  1. Treatment Protocol Template

Pages: 13

Price: $30.00

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Writing to Attract New Salon Clients

Writing to Attract New Salon Clients

Module Lead-in:

There are countless ways to attract new clients into your salon. Ideas are limited only by your imagination. However, you’ll find that some strategies work very well and are less costly than others.

Writing is one of those strategies.

Publishers of local magazines, newspapers, and neighbourhood flyers are often on the look-out for informative and interesting articles to publish. This presents salon owners with an excellent opportunity to establish themselves as an industry expert within their trading zone.

Overview:

There’s a world of difference between communication and quality communication that achieves results.

Learning how to communicate with your existing clients is important to keep them interested in what you want to tell them, but it’s much harder when you have to convince someone who is not yet a client that you are trustworthy, professional and reliable. After all, they don’t know you or your salon from a bar of soap.

Creating the right message and using the right words and writing strategies is key to building that much-required trust and interest in your salon.

This module shows you how to do just that.

This module includes a PDF document outlining:

  • 15 helpful strategies to produce quality client attraction articles.
  • 5 ways to write catchy headlines by Jeff Goins.

Included Resources in editable Word format are:

  1. Common Contractions for Friendlier Content List
  2. Descriptive Words and Phrases List
  3. Article Writing Checklist

Pages: 24

Price: $30.00

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Productive Time Management

Productive Time Management for Your Salon or Spa.

Module Lead-in:

We all have the same amount of time – 24 hours in every day. However, it’s not how much time we have available to us that matters, as much as what we choose to do with it.

Some people are able to manage multi-million dollar empires, or even run countries with the same 24 hours a day as you have, and yet many others are barely able to find enough time to run a small business successfully.

If you struggle with managing your time and find that looking after the business side of things is suffering as a consequence, then you must become a better time-manager. If you don’t, you’ll most certainly end up feeling stressed and burnt-out, and your business and personal life will both suffer…

Overview:

If you can manage your time successfully, you can manage your business the same way.  This module will help you to pinpoint the things that are eating up your valuable time and show you how to make more time for the important actions every day.

This module includes a PDF document outlining:

  • The 4 key points to time management.
  • Planning.
  • How and what to delegate.
  • How to avoid time-wasting activities.
  • Becoming proactive.

Included Resources in editable Word format are:

  1. Job Delegation Template
  2. Client Allocation Template

Pages: 18

Price: $22.00

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