Description of the company Now a day, people tend to have less time to go to the traditional salons to get their hair cut or nails done on the timely basic. By doing mobile salon, we offer customer the convenience of not having to drive to the salon and wait for their turns. Less driving time and more importantly it is a great service to Baby boomers populations who most of the time hesitating of doing too much driving. This service is also attractive to busy people. Mobile salon offers full services hair, nails, facial, make-up and eco-friendly salon which offers non-harmful chemical products with no waiting time.
Employees are independent contractors who are licensed in different services. It’s best to hire people who have cosmetology license because they can perform different services at the same appointment. Flexible ways to schedule an appointment: online, by phone. The mobile salon business mission is to offer clients professional and convenient salon services. Marketing objectives: -Profitability by six months. -Grow the profit margin by 10% each year -Maintain regular customers and increase new customers by 10% per 6 months. -Maintain steady profit growth each month.
SWOT: •Strength: -By hiring experienced licensed technicians, the advantage is they already built some amount of clients. -Partnering with other technicians can help offering clients with more flexible meeting schedules. -The convenient full service can help us to compete with other independent technicians who can only offer one kind of service. -One of the advantages of mobile salon is that we can offer after hour service. Well trained and skilled technicians will help building loyal customers •Weaknesses: -Lack of essential equipment compare to traditional salons Vehicles used for mobile salon service have to be register as commercial ones, more tear and wear cost is added to our vehicles, must purchase higher insurance coverage for our vehicles -Must plan accordingly when meeting with clients during rush hours so that the technicians won’t show up late to the appointment. -It could be dangerous to go to clients’ houses, especially some male clients. -Technicians of mobile salon business work independently, it is hard to ensure everyone gets the equal turn that could lead to internal conflict. Primary research relies mainly on focus groups which the message will be delivered by each individual in the group; one of the technicians can bias the result. •Opportunity: -Wedding season will be a peak time for bridal makeups. Our mobile salon technicians can show up at clients’ places at 4 o’clock in the morning to do hair up-do and make up for the bride and bridesmaids -Summer is a good season for manicure, pedicure and nail arts. –
We can provide services for a wide range of people by partnering with technicians who live in different areas of town. Threat: -We cannot compete with traditional salon when new spa technology invented high-tech spa chairs for pedicures – Not enough lighting at some clients’ homes can lead to less quality haircut. – Each technician has to invest a good amount of equipment in order to provide professional services. – Traditional salons can give clients a more relaxing environment than some of clients’ homes. Competitive analysis: -The mobile salon business competes with other salon businesses within the cosmetology industry. We are competing with both traditional salon and other mobile salon businesses. – Our customers are mainly people who cannot make to the traditional salons, however, by offering excellent customer services we can get the referral from these customers to people who normally use traditional salon services. – Our key success is creditability, and professional services provided at clients’ home Target Market: -Busy business men: men have shorter hair; need to get more frequent hair cut than women. Business men tend to favor shorter, cleaner look.
These men will be targeted by offering quick, convenient, services -Baby boomers live in the senior community homes, these clients are usually unable to drive. -Busy women: have the need of getting their salon services done but they tend to work during the time traditional salons are opened. Busy people tend to fear long waiting time at the traditional salon; mobile salon will be a better option. -Single moms: Single moms usually work a lot, they have the full schedule but they tend to maintain a good appearance.
Mobile salon allows the mom and the kids to get their hair and nails done at their home at the same time. While the kids are getting the hair cut, the mom can get some of the house choir done. Primary Market Research: focus groups, wide variety of people, men, women, elderly, single moms. We can ask questions such as: -How often do you get a salon service? -What type of service do you typically use and why? – How can the current service been improved? -What would it take for you to switch to different salon service? – How would you like to receive salon services at home?
Head motivators: Convenient and professional services, reasonable price, excellent customer service. Heart motivators: A satisfied customer will help promote the business. People seek salon service because they have the need to look good, to feel good about themselves. Listening to customers’ choice of style is one of the best ways to get customers to buy the services from the heart. Positioning: Mobile salon service will offer full, quick, convenient, professional and up-scale styling salon services at the clients’ houses.
Our mobile salon will focus on quality salon services that not only provide customers with the convenience they need but also professional and up-to-date style that will turn new clients into long term clients. Our service is so much different than the traditional salon services because we provide full salon services including hair, nails, facial and make-up which we can compete with other independent mobile hair or nail technicians who can only offer one service at a time.
By offering clients the convenient hours for salon service, we are better at attracting number of clients who can’t make to the traditional salons. Showing up at the clients’ houses can help us to know the clients’ personally. Due to gas and car maintenance cost, we cannot offer cheaper price than regular salons, however, since we do not have to pay the location’s rent, we still can charge customer a reasonable price!