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Feel natural, feel you, with no distractions

HAS17441439 EBA17441377 MIS16438713 GRA16423304 KAN17441511

Women Spa
Feel natural, feel you, with no distractions
Massages Facials
Business Idea: A women only spa with creche facilities.
Location: Birmingham City Centre
Full body £50 Hydrating £40 Purpose: To offer spa treatments to women who don’t have childcare, or want privacy
Swedish £45 Exfoliating £40
Shiatsu £45 Microdermabrasion £45 from men at affordable prices.
Deep tissue £45 Chemical peel £45 Target Market: Women with small children
Head £35 Express mini £25
Creche available £6 per hour
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Why is this idea Investable and a lean opportunity?

Uniqueness Feasibility
• From looking at the graph below it is visible that • The graph below indicates viability as the trends indicate that in most
there are many spa’s in Birmingham city centre. age bands spa treatments are increasing.
• The idea of women's spa is not new however, • There are no other spa’s that offer creche facilities in the area.
having crèche facilities on- site is the • It can be imitated however, to maintain our competitive advantage there
innovation. will be a continuous feedback loop, which will accelerate the pivot to
• According to Mintel the leisure sector is thriving our service.
and people are exploring ways to destress and • A pilot will be conducted to find a fusion between our idea and what
indulge in more well-being services. customer would accept, through feedback and then we will run a trial
for customers on each
element of our vision.
The validated learning
from the empirical data
will help to make positive
improvement to the
strategy. From this
process we will
constantly understand
what creates value for
the customer, thus
building a sustainable
business.
Creative Process & Minimum Viable Product 5
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Value Proposition Canvas

Gain Creators Gains
‐Beauty consultation ‐Happiness, confidence and peace of
‐An range packages mind.
‐Standardised prices ‐Quality services assurance
Products ‐Good ambience ‐Trained personnel, and good customer
‐Certified childcare professionals care service Customer
and Services Jobs
-Massage by ‐Need to make
online
professional appointments
therapists or over the
-Facials Pains phone.
- Steam & sauna ‐ Identify any
room
Pain Relievers ‐Lack of online services
‐Unavailability of various machines in special needs
-Relaxation room ‐Dedicated services in the spa or preference
the spa
‐Professional services with available ‐A few customer at a time service ‐Relax and look
machines good
‐Personalised services
‐ Creche facilities

Age: 16+
Location: Birmingham
Leisure Habits
Hobbies
• As shown in the graph, spa’s are the
second highest beauty treatment that
people are interested in.
• Women are becoming more self
conscious due to social media hence,
encouraging people towards spa
treatments.
Goals: Destress after a long days work, catch up with friends, feel good.
Challenges: Ladies busy at work, with children and do not have time for themselves.
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Customer Profile
Income
Spending Habits:
• In 2019, £7.8 billion was spend on spa
and beauty treatments.
• 72% of people like to spent money on
day outs like going to the Spa.
• The most popular treatments are
massage and facials for women.
• There is a high regularity of treatments Opportunity?
amongst women. Usually small children are not welcome
• As shown in the graph, the average at spa’s, due to it being relaxation time
household income in the UK is 30,800 for adults. There are spa hotels that offer
and that £30,800 annually is spent on some facilities for families, this suggests
beauty and spa treatments. Indicating that our reasonably priced spa and
the need for spa treatments. creche will be ideal for families that
want to get away on a regular basis.
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Business Model Canvas

Key partners Key Activities Value Propositions Customer Relations Customer Segments
• Suppliers of: • Facials • Quality well being • Long term • Groups of people
beauty products, • Massages treatments for women. interaction with wanting a relaxing
towels, • Steam/ Sauna • Relaxing environment the customer day out.
office supplies, • Kids Creche- play for women to • Personal • Women who are
oils. area destress. assistance health conscious.
• Business Partners • Spa maintenance • A place to catch up • Quality service • Women who have
• Investors • Wellness with friends. • Implementing small children.
• Manufactures development • Packages can be customer loyalty • Women who have
customise. system. small children that
Key Resources • With creche facility. do not have
• Massage table • Book appoints online Channels childcare.
• Massage oils or over the phone. • Women who want
• Facial creams • Word of mouth to get away from
• Towels • Online ads on all day life.
• Robes social media platforms • Women in the local
• Office equipment • Referral programs area.
• Posters

Cost Structure Revenue Steams

• Rent • Utility bills • Marketing • Advertisements • Reservation system
• Business rates • Purchase of daily • Transaction revenue
• Employee salary supplies i.e. oils • Loyalty reward system

Business Idea Hypothesis & Research
1) Target Market?
Our target customers are women with children, women who want to relax and
have a safe place to leave their children while treatments.
2) Market need?
Spa experience for women who can bring their kids along.
3) Segmentation
The segments are:
❖ Health conscious women, that are family centred, satisfaction orientated.
❖ Women who are looking for piece of mind from all responsibilities.
❖ Customers who have the one-use salary to pay for routine treatments, for
self indulging are the foundation of long term business.
4) How?
To provide women with facilities for rejuvenation and entertainment, for
women who want to destress or just get away. By offering body massages,
facials, and sauna and stream rooms, while having the children looked after.
To save women time they can book in advance by phone or the website.
5) Feasible?
There are many spa’s in Birmingham, ours is unique due to the children
creche. Having highly trained staff to offer optimum quality service and
keeping treatments to an affordable price. We will constantly do research and
development to assess customers wants and needs and will evaluate
suggestions if they are suitable and achievable.
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6) Testing methods
We will send a pre-launch questionnaire to potential clients to introduce the idea.
Starting on people we know that fit the target market and then others.
On-site Testing our service
We will launch a campaign to encourage people to have free treatments, splitting
volunteers into two groups with variation to service offering and obtain their
feedback on the service provided. The services will be limited and relatively low
quality, to gather customer responses and understand what creates value for the
customer.
7) Testing goals
❖ Through the questionnaires we will test our hypotheses, understand whether
we are solving customer problems and what creates value for the customers, to
save time and money.
❖ To understand what needs to be measured and what services need to be
constructed to run experiments, for our customer archetype.
❖ From the campaign we will gather customer responses to measure the
differences in behaviour between the groups, to understand what's working or
not.
8) Test & Analysis
Using innovative accounting with the qualitative data gained from the
questionnaires this will help set learning milestones. The tests will be repeated
until we understand what creates value for customers Therefore, learning and
making rapid positive changes to our strategy.
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References
• Al-Hashimi, M. and Al-Dhari, S, M. (2019) Factors Influencing Consumer Behavior of Women Within the SPA & Beauty
Sector: A Case in the Kingdom of Bahrain, Journal of Business and Retail Management Research, 13(4), pp.
• Belyh, A. (2020) Key Partners in Business Model Canvas. Available at: https://www.cleverism.com/key-partners-in-
business-model-canvas/ (Accessed: 7/11/2020).
• Brown, A. (2019) Can I Bring my Kids to the Spa? Available at: https://www.tripsavvy.com/bringing-my-kids-to-the-spa-
3090195#:~:text=Very%20small%20children%20aren't,rather%20be%20active%20and%20loud (Accessed:
12/11/2020).
• Burns, P. (2014) New Venture Creation: A Framework for Entrepreneurial Start-ups. London: Palgrave Macmillan.
• Choi, Y. Kim, J. Lee, C, K. & Hickerson, B. (2015) The Role of Functional and Wellness Values in Visitors’ Evaluation of
Spa Experiences. Asia Pacific Journal of Tourism Research, 20(3) pp. 263-279. doi:10.1080/10941665.2013.877044
• Heehan. K, (2018) Here’s How Much We’re Spending on Beauty Products (Clue: it’s a LOT). Available at:
https://www.glamourmagazine.co.uk/article/amount-women-spend-on-beauty-products (Accessed: 11/11/2020).
• Kundu, V. (2020). Creating an Effective Customer Value Proposition Process. Available at:
https://www.theseus.fi/handle/10024/342293 (Accessed: 8/11/2020).
• Mintel ( 2019) Spa, Salon and In-store Treatments - UK- October 2019. Available at:
https://reports.mintel.com/display/984836/?fromSearch=%3Ffreetext%3Dspas&highlight#hit1 (Accessed: 12/11/2020).
• Office for National Statistics (2020) Average Household Income, UK: Financial Year Ending 2020 (provisional).
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seholddisposableincomeandinequality/financialyearending2020provisional (Accessed: 09/11/2020).
• Osterwalder, A. Pigneur, Y. Bernarda, G. & Smith, A. (2014) How to Create Products and Services Customers Want.
Get Started with Value Proposition Design. Hoboken: John Wiley & Sons.
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References
• Pauley, A. (2017) Brits Spend £7.6 Billion on Spa and Spa Treatments. Available at:
https://professionalbeauty.co.uk/site/newsdetails/brits-spend- billions-on-salon-and-spa-treatments (Accessed:
12/11/2020).
• Payne, A. Frow, P. & Eggert, A. (2017) The Customer Value Proposition: Evolution, Development, and Application in
Marketing. Journal of the Academy of Marketing Science, 45(4), 467-489.
• Ries, E. (2011) The Lean Start-up: How Constant Innovation Creates Radically Successful Businesses. London:
Penguin Business.
• Seljukian, J. (2014) Enhancing the Value for the Wellness Customers Through Service Offering Innovations. Available
at: www.researchgate.net>publications (Accessed: 08.11.2020).
• Spy, S. (2015) Where to Take a Family Spa Day. Available at: https://goodspaguide.co.uk/features/where-to-spa-with-
your-family (Accessed: 12/11/2020).
• StartupSOS (2019) Business Model Canvas: Customer Segments. 28. May. Available at:
https://www.youtube.com/watch?v=gXFAAYflep8 (Accessed: 8/11/2020).
• Strategyzer (no date) How do I Use the Customer Relationship Building Block for the Business Model Canvas.
Available at: https://strategyzer.uservoice.com/knowledgebase/articles/1194373-how-do-i-use-the-customer-
relationships-building-b (Accessed: 7/11/2020).
• Szromek, A, R. (2019) Proposal of Value for Customer of Spas expectations. Available at: www.mdpi.com>pdf
(Accessed: 07/11/2020).
• Ulrich, D. & Brockbank, W. (2005) The HR Value Proposition. Harvard Business Press.