SHANAYA BEAUTY SALON

BUGASONG PUBLIC MARKET

‘’ LE’T THE BEAUTY WORK FOR YOU ‘’
CONTACT NUMBER : TM : 09262376926
GLOBE : 0955554197

BY :
SHAINA PACETE CONCEPCION
BSE III – A
SEPTEMBER 4, 2019

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 A BUSINESS PLAN

I. PROJECT SUMMARY

NAME OF BUSINESS

SHANAYA BEAUTY SALON

VISION AND MISSION

To serve our customer with utmost integrity by being loyal to them and just to give the customer affordable yet
quality treatment and the highest quality of service satisfaction guaranteed.

OBJECTIVES

"Our salon will change the way you think about our service. Full service comfort, friendly staff, a relaxing
atmosphere, and the best prices in town give you an experience that will leave you glowing both inside and
out."

BUSINESS MODEL

One of the primary objectives is to increase the average visit consumers make to the salon for providing
excellent customer service satisfaction. Adopt a consumer strategies. Target 40% in sales and 60% on services.
Advertise on social medias for example facebook, twitter and Instagram

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 BUSINESS PROFILE

With 5 years as nail technician and 3 years in hair and make-up

In my Salon we offer mens, ladies young and old hair and beauty services, specializing in nails, spa, beauty
cosmetics and hairdressing

LOCATION

It should be easy to find, preferably near churches, markets and schools. For grabbing attentions make sure that
is located on main road or in a busy area. With proper lighting to light up salon during night time. Another is to
ensure that there’s a proper carpark.

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 DESCRIPTION OF A BUSINESS

The salon caters men and women, young and old, what makes my salon unique to others because it offers that
can’t be found on our competitors and our staff is highly train with experience in so many field.

SCHEDULING

Salon is OPEN Monday to Sunday from 10am to 6pm

For booking and reservations please contact#
Or message us on FB

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 II. CHAPTER II

TARGET MARKET
While salons overall may seem to draw in a diverse crowd, from young women to older men, certain
characteristics define the majority of the customers at each salon. Identifying the target market for the salon
industry can help you put together a business plan for a new salon or beauty parlor, write a general article for a
trade journal, or get ideas to increase sales at an existing salon. Refine your understanding of the salon
industry’s target market by breaking it down into more precise sub-markets.

A Salon's Target Region

The target market for any salon is circumscribed by geography. That is, most of a salon's customers
will probably come from the surrounding area, unless the salon is located in an area that attracts a
large volume of travelers or is itself a destination salon. You may be able to narrow your target market
down to specific neighborhoods. Determining the types of jobs that people in the salon's target region
hold may give you a clue as to the prices you can charge and the services you should offer.

Targeting a Gender

Although salons are open to people of all genders, your marketing efforts may be best spent targeting
the gender that drops the most money on salon services: women. That said, you can certainly have
more than one target market. For example, if other salons in the area are heavily focused on women,
expending some effort on marketing to appearance-minded men could pay off with a lucrative market
niche. Your target gender will influence things like the models you choose and the concerns – like
graying or maintaining the family budget – that your advertisements address.

Style as a Target Market Determinant

Style is a target market determinant less tangible than gender or region but arguably as important.
The customers who flock to an old-fashioned beauty parlor that specializes in conservative, "mature"
hairstyles will be very different from the customers who saunter into a cutting-edge salon specializing
in the hippest 'dos. To identify your target market with regard to style, explore the mindset of your
ideal customer set, including the kind of jobs they work, passions they pursue, magazines and
websites they read, and celebrities they idolize.

Socioeconomic Status of Target Market

Identify the socioeconomic status that you'd like your salon's target market to have in order to
determine services, prices and likely level of demand and help you direct your advertising efforts. For

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example, if you are a big-city salon targeting affluent young professionals, your service offerings,
pricing and advertising will be quite different compared to a salon in an economically challenged rural
area.

MARKETING RESEARCH

“Beauty is a growing business in the Philippines despite the competition. We just have to get
people appreciate the importance of hairdressing,” Filipinos have yet to realize that hair dressing is
as important as buying expensive clothes to dress up and look good.

Unlike in other countries where hair care is part of a personal priority, in the Philippines, hair care
is still considered as “vanity” rather than part of proper grooming.

Ideally, hair care regimen such as hair cut, hair spa, hot oil, among others should be done at least
once in every six weeks. For hair cut though, once a month is highly recommended.

TYPES OF RESEARCH
8 Types of Market Research

Brand Research

What it is
Brand research helps with creating and managing a company’s brand, or identity. A company’s brand is the
images, narratives, and characteristics people associate with it.

When to use it
Brand research can be used at every stage in a business’s lifecycle, from creation to new product launches and
re-branding. There are at least seven types of brand research:

• Brand advocacy. How many of your customers are willing to recommend your brand?

• Brand awareness. Does your target market know who you are and consider you a serious option?
• Brand loyalty. Are you retaining customers?

• Brand penetration. What is the proportion of your target market using your brand?

• Brand perception. What do people think of as your company’s identity or differentiating qualities?

• Brand positioning. What is the best way to differentiate your brand from others in the consumer’s mind and
articulate it in a way that resonates?

• Brand value. How much are people willing to pay for an experience with your brand over another?
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How it’s done
A researcher will use several types of market research methods to assess your and your competitors’ strengths
and weaknesses. Generally, they will conduct competitor research to get a picture of the overall marketplace.
Focus groups and interviews can be used to learn about their emotions and associations with certain brands.

Market research surveys are useful to determine features and benefits that differentiate you from competitors.
These are then translated into emotionally compelling consumer language.

Campaign Effectiveness

“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half” — John Wanamaker

What it is
This type of market research is designed to evaluate whether your advertising messages are reaching the right
people and delivering the desired results. Successful campaign effectiveness research can help you sell more
and reduce customer acquisition costs.

When to use it
If the folks at market research firm ABC, Inc. are correct, people see up to 5,000 advertising messages each day.
That means attention is a scarce resource, so campaign effectiveness research should be used when you need to
spend your advertising pesos effectively.

How it’s done

Campaign effectiveness research depends on which stage of the campaign you use it in (ideally, it’s all of
them!). Quantitative research can be conducted to provide a picture of how your target market views advertising
and address weaknesses in the advertising campaign.

Competitive Analysis

What it is
Competitive analysis allows you to assess your competitor’s strengths and weaknesses in the marketplace,
providing you with fuel to drive a competitive advantage.
When to use it
No business exists in a vacuum—competitive analysis is an integral part of any business and market plan.
Whether you’re just getting started, moving into a new market, or doing a health check of your business, a
competitive analysis will be invaluable.
How it’s done
A researcher will typically choose a few of your main competitors and analyze things like their marketing
strategy, customer perceptions, revenue or sales volume, and so on.
Secondary sources such as articles, references, and advertising are excellent sources of competitive
information; however, primary research, such as mystery shopping and focus groups can offer valuable
information on customer service and current consumer opinions.
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Consumer Insights

What it is
Consumer insights research does more than tell you about who your customers are and what they do. It reveals
why customers behave in certain ways and helps you leverage that to meet your business goals.

When to use it
Knowing your customers deeply is integral to creating a strategic marketing plan. This type of market research
can help you anticipate consumer needs, spark innovation, personalize your marketing, solve business
challenges, and more.

How it’s done

Consumer insights research should be specific to your business—it’s about getting to know your customers and
your target market. Various market research methods can be used, such as interviews, ethnography, survey
research, social monitoring, and customer journey research.

Here are some of the characteristics you should understand through consumer insights research:

• Purchase habits

• Interests, hobbies, passions

• Personal and professional information

• How they consume media and advertising

Customer Satisfaction Research

What it is
Customer satisfaction research is a type of market research that measures customers’ experiences with products
or services, specifically looking at how those meet, exceed, or fail to live up to their expectations.
When to use it
Customer satisfaction is a strong indicator of customer retention and overall business performance. Successful
customer satisfaction research should help you understand what your customers like, dislike, and feel needs
improvement. You can use this type of market research to look at quality and design of products; speed and
timeliness of delivery; staff and service reliability, knowledge, friendliness; market price; and value for money.
How it’s done
There are several ways to measure customer satisfaction, most commonly using
surveys. Net Promoter Score surveys can help you measure customer loyalty. Customer Effort Scoring measures
how satisfied people are with customer service or problem resolution. CSAT is any survey that measures

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customer satisfaction, typically measured using Likert Scale surveys. They can be conducted at different points
in the customer experience, allowing deeper insight into that moment.

Customer Segmentation Research

What it is
Customer segmentation studies aim to divide markets or customers into smaller groups or personas with similar
characteristics to enable targeted marketing. By understanding how people in each category behave, you can
understand how each influences revenue.

When to use it
As soon as you’re ready to start giving customers individualized experiences. Not every customer in your target
market is the same. The more you understand each specific persona, the easier it is to focus on delivering
personalized marketing, build loyal relations, price products effectively, and forecast how new products are
services will perform in each segment.

How it’s done

Market researchers use four characteristics to segment customers.

• Demographics. Demographic information such as age, gender, family status, education, household income,
occupation and so on.

• Geography. Where people live, from cities and countries to whether they are city dwellers or suburbanites.

• Psychographics. Socioeconomic status, class, lifestyle, personality traits, generation, interests, hobbies, etc.

• Behavior. Brand affinity, consumption and shopping habits, spending, etc.

A researcher will identify your current customers and collect data about them through various market research
methods, such as surveys, database research, website analytics, interviews, and focus groups. The aim is to
gather as much information as possible.

Product Development

What it is
Market research for product development involves using customer knowledge to inform the entire process of
creating or improving a product, service, or app, and bringing it to market.

When to use it
Innovation is hard work. A quick Google will tell you that 80 – 95% of new products fail every year.
Conducting market research for product and app development helps minimize the risk of a new product or
change going bust as it enters the market. There are four stages where you can use market research:

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• Conception. The moment you’re thinking about adding something new, market research can find market
opportunities and provide insights into customer challenges or their jobs-to-be-done, so you can find a way to
fill the gap.

• Formation. Once you have an idea, market researchers can help you turn it into a concept that can be tested.
You can learn more about strategizing pricing, testing advertising and packaging, value proposition, and so on.

• Introduction. Market research can help you gauge attitudes towards the product once it’s in the market and
adapt your messaging as it rolls out.

• Keep making the product better or find opportunities to introduce it to new markets.

How it’s done

Product development research will utilize different market research methods, depending on the goal of the
research. A researcher could present focus groups with product concepts and listen to their opinions, conduct
interviews to learn more about their pain points or perform user testing to see how they interact with an app or
website.

Usability Testing

What it is
Usability testing is concerned with understanding how customers use your products in real time. It can involve
physical products, like a new blender, or digital products like a website or app.

When to use it
Usability testing is helpful when you need to detect problems or bugs in early prototypes or beta versions before
launching them. It typically costs far less to test a product or service beforehand than to pull a flawed product
off the shelves or lose sales because of poor functionality.

How it’s done

There are several types of usability tests, which vary based on whether you’re testing a physical or digital
product.

• Journey testing involves observing the customer experience on an app or website and monitoring how they
perform. This type of study can be done online.

• Eye tracking studies monitor where people’s eyes are drawn. Generally, they are conducted on websites and
apps, but can also be done in stores to analyze where people look while shopping.

• Learnability studies quantify the learning curve over time to see which problems people encounter after
repeating the same task.

• Click tracking follows users’ activity on websites to evaluate the linking structure of a website.

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 • Checklist testing involves giving users tasks to perform and recording or asking them to review their
experience.

DEMAND

In the Philippines, you will notice that there are many salon and spa all over the country. And what makes them
important is they relieve stress to every person who goes there and it gives a good feeling of
relaxation whenever you there. Most Filipino women are used to went on salon and spa to pamper
themselves from the stress that brought from the outside world, meaning stress from their work, stress from
their family, stress from their partners, and stress fro taking care of their children and people around them. So
for Filipino women, one of the ways that let their stress fill out is to do what they think they can make them
happy and one of this is to feel that you look beautiful in front of the people you love especially in front of your
partner.

What is Beauty Salon?

A salon is an establishment where everybody is welcome to give good services of beauty and latest fashion to
customers. It also helps a person to pamper their self to take particular services they like in connection with
beauty matters. A salon is open to public no matter of how age you are and some salon has their own promo to
give the customers a privilege to serve them better. A beauty salon can offer a lot of different services,
especially for women. They offer haircuts, massage, and hair color and spa. They are many categories of a
beauty salon. Some of them are only for men and other is for women only.

Types of Beauty Salon in the Philippines:

1. Hair beauty salon. Is a beauty salon that serves only for the hair. Like a haircut, hair color, hair relax,
hair rebond, hair spa, and hot oil.
2. Barbershop salon. Barbershop is focused only on men’s hair
3. Skincare salon. This type of salon serves for skin beauty and skin regiment. Some skincare has its
own clinic and they offer cosmetics services and dermatologist. Other clinics in the Philippines offers
liposuction, surgical and non-surgical beauty procedures, and laser.
4. Nails salon. The nail salon is for men and women at any age. Their services give you a good feeling
knowing that your nails are clean and look pretty. They doing nail art for your nail and pamper your nail and
feet with good foot spa and excellent services.
5. Facial salon. Facial salon offer for skin and face treatment. It served facial treatment like skin analysis,
exfoliation, facial massage, and mask treatment. it also includes the neck, shoulder, hand, and foot massage.n
Facial salon also has for ageless facial which remove dead skin and wrinkles. They also have an antioxidant
recovery that can neutralize radical skin and help improve skin to have a youthful and smoothing skin face. The
facial salon can serve both men and women at any age.
6. Spa salon. Spa salon is the combination of all services that serve to pamper every one need. From
head to toe with all kinds of massage.

The Impact of Beauty Salon in the Philippines Today

A beauty salon has a large impact on Filipino people because it gives satisfaction and relaxation to the person
who used to go to the salon and make some treatment to themselves. In the Philippines, all beauty salon and
spa are continued to give a better service to all people. It also improves the health of each individual to be
more conscious of their outside beauty and at the same time to their inner beauty and good health of their
body. A beauty salon helps every woman to make beautiful and to feel beautiful.

Here in the Philippines, the beauty service industry continues to increase and has a lot of competition. You can
see many salons in every area of the street and every corner here in Manila. Because of technology
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 advancement, many Filipino starts to open a beauty salon because it is now an in-demand business. Almost all
Filipino people especially women are in the salon every week to pamper themselves. A salon has a different
treatment to serve and a Filipino business who want to open a salon and focus only in one kind or types of
services like a hair salon, spa salon, and skincare salon and a lot more. But many beauty salons that can give
all the service are own by the expert in the world of beauty cosmetics, products, and services.

At present, the culture change and the growth and thinking of all Filipino also change. All of us want to stay up
to date with the latest trends and techniques of what is good and better. Somehow a beauty salon has a big
part in the life of Filipino because all of us wants to improve each self and each personality through the help of
the latest technology and the use of it. A beauty salon has also a modern way on how to give a good service to
the client, They have a modern product that usually uses for the treatment, they have also a laser equipment
that is the modern way on how to serve the skin and body of the client. Some salon has also a have a heavy
duty hydraulic machine.

Some Problem of Putting up Beauty Salon Business.

A lot of salons now also face more challenging and some problems because as of today there is a lot of salon
in the Philippines and the most challenging part is knowing that there is a lot of competition in this kind of
business. Some problem of the owner may face like:

 Mismanagement
 Lack of experience in handling this business
 Difficult to hire trusted employees
 Hard to find skilled and expert employees
 Hard to have regular and new customers at first
 You must be updated in all kinds of treatment when you have a beauty salon
 The negative issue in client side
 The loyalty of the employees
 Lack of training and knowledge on other particular treatment or procedure
 Lack of financial can also cause a poor service of a salon business

What Filipino Want in a Beauty Salon

Today, a beauty salon is important to Filipino people because it gives a satisfaction and relaxation to them.
When they feel bored or over stress to their daily life, one of the best things that Filipino do or go is in the
beauty salon or spa. They treat themselves to have a quite and relaxation time. They give time and effort just
to have a peaceful mind and soul away from their family and from the stressful workload.

Some of the customers want a salon with everything they need is there. A salon with hair treatment, body
massage, and skin care could be their best choice when going to a beauty salon. Also one of the ways that
Filipino choose a salon is the place where the location is very good, the place is very relaxing, the salon is very
peaceful that you can rest all day and take asleep when you take their services. The ambiance is cool and
warm. Also, Filipino client looks for the cost of all the services that can be offered in a salon.

Here are some things that Filipino wants in a salon:

1. Filipino customers want to have better and good services from the owner and staff of the salon
2. Some Filipino client wants to enjoy the time pampering their self in a salon so they want the salon with
a particular staff that they treat them special and serve them the best.
3. All client or customers want a clean and cozy salon.
4. Filipino client wants a services staff that is very efficient and best in their skills of services.
5. Clients want their stylist and others staff to one of their best buddies in the salon.
6. The client also want to give them a 100 percent of attention and service when going to the salon
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7. Clients want the best service and the latest haircut and hairstyle for the treatment.
8. When going to skin care client want to know about what is the latest cosmetics that can give them
satisfaction and help their skin to be smooth and look young.
9. Owners should build a friendship with their client.
10. Filipino customer goes to their specific salon very open because they know how that salon staff treat
them good and give them great services and offer them a better cost for all the treatment they offer.
11. Excellent service is also what Filipino customer wants to every salon and spa.
12. The management should need to provide everything to keep their client stay and always come back to
them every now and then.
13. The management also needs to have a trained and skilled staff so that the client will not disappointed in
the services they take.
14. Filipino client wants a special attention that feel them comfortable with the service.
15. A client wants the management to give satisfaction in their services they offer.

How Salon Works in the Life of Filipino People

A beauty salon has a big part in everyone’s life, especially to a women’s needs. Because it provides them the
satisfaction to look them young and beautiful. Having a shiny hair, smooth skin, clean nails with styles and a
good massage can really give to every person a good feeling knowing that you do not look ugly and stress in
your life. Treat yourself in the most special way is part of everyone’s desire and needs.

Being as salon customer I always coming back to my regular salon to do my hair treatment, my body massage,
and sometimes servicing may hand and feet for the treatment. It gives satisfaction and at the same time I feel
relax

Many Filipino are number lover of beauty salon and spa. They loving going to the salon for special treatment
that can give them happiness. Some of them go to the salon for therapy and to remove pressure and negativity
in their daily life. Some therapy treatments really work to remove bad feeling and muscle pain in the body.

However not only women love to treat themselves in the salon but also men. Some men spending the time to
go to the salon with their partners to treat also their selves and do some treatment to remove their stress and
anxiety.

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 SALON SWOT ANALYSIS

THREATS
 INTERNET MARKETPLACE
STRENGHT
 HOME VISIT STYLIST AND
 EXCELLENT CUSTOMER
BEAUTICIAN
EXPERIENCE
 NEW COMPETITOR OPENING IN
 GOOD KNOWLEDGE OF HAIR
THE AREA
TREATMENT
 COMPETITOR IS MUCH
 LARGE RANGE OF SERVICES
CHEAPER
 EXTENDED OPENING HOURS
 COST OF HAVING A BEST
STYLIST AND TECHNICIANS

WEAKNESS
 NOT HAVING ENOUGH
EXPERIENCE ON INTERNET
MARKETING
 STILL USING PAPER
APPOINTMENT BOOK
 LACK OF CAPACITY
 FLEXIBILITY OF STAFF
WORKING HOURS

OPPORTUNITIES
 GOOD INTERNET
OPPORTUNITIES
 STRONG MARKET GROWTH
 MALE BARBERING AND
GROOMING
 LOCAL BUSINESS
PARTNERSHIP
 MORE PEOPLE BOOKING
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ONLINE
Standard Salon Marketing Plan Inputs
1. Carry out a SWOT Analysis
2. Describe your target market
3. Set your marketing budget
4. Set your business goals or targets
5. Choose your marketing channels
6. Develop your marketing calendar
7. Post campaign analysis
BENEFITS OF HAVING A MARKETING PLAN FOR SALON

 AVOID PAST MISTAKES

 BRING FOCUS TO SALON MARKETING
 REMINDS OF TRAGET CLIENT
 FOCUSED ON ACHIEVING GOALS
 ENSURE BUDGET SPENT WISELY
 PRODUCES MORE CLIENTS
 PRODUCES MORE PROFIT
 TRACK PROGRESS
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Salon Marketing Channels To
Include (TOOLS)
 Facebook – Posts, Custom / Lookalike audiences, Facebook
Events, Facebook Live
 Instagram – Posts, Reposts
 Website – Homepage merchandising
 Promotions – Discounts, new product or services
 Pinterest – Pin, Repin
 Google Adwords – Set up hyper local campaign
 Events – such as client appreciation events
 email – Create campaigns to win back old clients
 Snapchat – Stories, Live events
 Partnerships – Working with other local business to increase client
base
 Retail merchandising – New products, multi-buy promotions
 Salon Window Display – Awards, promotions, Christmas
merchandising

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