Plan Summary
This business plan involves opening a massage salon that specializes in providing classic massage services (both general and specific areas) and relaxing massage with elements of Thai, Balinese and Indian techniques (without the involvement of foreign masters). The target market is the market of beauty and spa services for women and men of all ages.
Vision
Our goals are:
- to become a recognizable SPA – salon in the country;
- to accelerated development of the distribution network;
- to increase in the number of consumers up to 80,000 people.
Company’s Mission
The mission of the spa is to create the most healthy and favorable environment (water, air, sound, staff etiquette). A person placed in such an environment receives a huge charge of positive emotions.
Business Plan Canvas
Primary Research
Secondary Research
Marketing Environment
Macro Factors
The motivation of general practitioners, neurologists and others working in state medical institutions is used as one of the project’s service promotion channels. With appropriate indications, motivated doctors recommend the services of the company and give the patient a business card with the contact information of the salon. The capacity of the market can be estimated at 240 thousand people, or, with a planned load of 80% of the maximum possible, it is 20 million dollars a year. Premises with the area of 40 m2 on the territory of the state diagnostic center were chosen.
Meso Factors
An important factor for success is the high qualifications of the project staff. When selecting personnel, special attention is paid to the presence of a certificate of training, as well as the experience of working as a masseur for at least three years; it is desirable to have positive recommendations.
Micro Factors
In addition, the company’s website and groups in social networks are used for promotion. Interesting and useful content is posted in the groups, and contests with prizes are held. Social networks serve to collect feedback from clients of the salon. The demand for the project’s services does not have a pronounced seasonality, however, some peaks and drops can be noted during the year. Premises with the area of 40 m2 on the territory of the state diagnostic center were chosen.
Marketing Plan – SWOT Analysis
SWOT Analysis of Competitors
Market Segmentation
Decision Making Process
The client comes to the realization of health problems or the need for rest or rehabilitation. Given the location of the salon, it can be assumed that the beginning of the decision-making process will be related to discharge from the hospital and the need for rehabilitation, moreover, often the massage can be prescribed by a therapist. The next step is to look for an answer to the question of what can help solve the health problem or the need for rehabilitation. If the client’s choice stops at the massage procedure, the next step begins – choosing the appropriate format. In the final stage, when the client formed a list of several similar competitors, the subjective factors come into play, as well as an assessment of the visceral and marketing component of the salons.
Target Segmentation
Marketing Mix
The opening of the salon is intended to meet the needs of the city’s residents in high-quality massage of different kinds. There are almost no centers in the city that offer such a wide range of massage services.
Digital strategy
The basis of the digital strategy will be online advertising in Google Adwords, as well as campaigns in the social networks Facebook and Instagram. Preparing for Internet marketing consists of several stages: creating a website; registration and promotion of groups in social networks; and setting up contextual and banner advertising. The first two items are one-time costs. Beginning work should begin shortly before the start of business, hence, opening an office site and groups in social networks is already functioning. Setting up and maintaining them is a monthly expense.
Operations
Employees of massage salon preferably have secondary or higher medical education and must have a certificate of completion of specialized courses. Without this, their work will not be qualitative and reliable. Copies of certificates should be placed in the reception area, so customers can independently verify the professionalism of employees (Hellriegel, 2017). During one shift one masseur can serve up to 8 clients, with the standard duration of procedure from 30 minutes to 1.5 hours. The main criteria, in addition to specialized education, is the presence of work experience in the industry for more than 1 year.
Time Management
I am going to work from 7-9 hours a day during the fisrt 6 months after we have luanched the salon since I have to adjust all the processes and make sure the later work in the propper way. After this period, 4 hours of work a day with 1 day-off a week will be enough since I will have to managers to help. I am going to take two 14 days vacations during the year, since my presence will be necessary to control the working process.
Reference List
Hellriegel, D. (2017). Management. Cape Town ; Oxford: Oxford University Press.