Elan Unisex Salon & Make Up Studio

1.0 Executive Summary

Elan Unisex Salon is a full-service beauty salon dedicated to consistently providing high customer
satisfaction by rendering excellent service, quality products, and furnishing an enjoyable atmosphere
at an acceptable price/value relationship. We will also maintain a friendly, fair, and creative work
environment, which respects diversity, ideas, and hard work.

Our Mission: To provide services and products that enhance our clients' physical appearance and
mental relaxation.

Our Motto: "The Trend Begins Here!".

The timing is right for starting this new venture. While studying for this course I will be able to provide
professional products and will be able to apply the knowledge and experience gained from this course
in my pre-existing business. The demand from the owner's clients, as well as the fact that women in
the present times more conscious and wanting to showcase their beauty, and having well learnt and
experienced first hand in this course will make this business one of great potential.

Elan Unisex Salon has created a large client following through it’s existence in the market since 2019,
even after the lockdowns and bans were lifted, the choice for many of it’s client had not shifted
because of the trust and the professionalism. We have a talented team of hair stylist along with pedi
and manicurists, and moreover having been part of this institution and learning from the highly skilled
professionals and teachers will make what it takes to make this venture an extremely successful one.

We also expect our growing reputation to lead to new clients and beauticians to support our
anticipated growth.

In this Business Plan we will discuss both the short term and long term goals of Elan Unisex Salon by
entering into the venture of providing professional beauty and make up salon and studio.

Keys to Success
The keys to success in our business are:

• Location: providing an easily accessible location for customers.

• Environment: providing an environment conducive to giving relaxing and professional service.

• Convenience: offering clients a wide range of services in one setting, and extended business hours.

• Reputation: reputation of the owner and other "beauticians" as providing superior personal service.

2.0 Company Summary

Elan Unisex salon with it’s increased services of a Make-Up studio, upon commencement of
operations, sell a wide range of beauty services and products. We will provide quality hair, nail, and
skin services, along with top lines of beauty products. What will set Elan Unisex Salon apart from the
competition is our commitment to providing all of these services in one convenient location.
3.0 Services
Elan Unisex Salon is considered an upscale full-service beauty salon which will have a new section of
Make-Up styling. We will offer a wide range of services that include:

• Hair: cuts, relaxers, perms, colors, shampoo, conditioning, curling, reconstructing, weaving, waving.

• Nails: manicures, pedicures, polish, sculptured nails.

• Skin Care: European facials, body waxing, massage.

• Make – Up – Daily and Occasions Make – Up services and tutorial classes.

3.1 Competitive Comparison

Elan Unisex Salon wants to set itself apart from other beauty salons that may offer only one or two
types of service. Being associated and running a salon, it has been realized, from talking with thier
clients, that they desire all of the services that Elan is proposing, but they remain frustrated because
they must get their hair done at one place, and nails done at another and Make – Up is usually done
only for Bridal Set-Up. Although the focus of Elan Unisex Salon is hair services, we do wish to offer our
clients the convenience of these other services in one location. There are a number of salons like ours,
but they are mainly in the very high income parts of our city Pune and surrounding areas. We do not
intend to compete with these so called "Day Spas." We wish to offer a middle ground for those clients
who can't quite afford those high-end luxury salons but wish to have the best of services. Our business
atmosphere will be a relaxing one where clients can kick back and be pampered.

Products and Services

Elamn Unisex Salon is considered an upscale full-service beauty salon. We will offer a wide range of
services that include:

Hair :-
• Cuts

• Relaxers

• Perms

• Colors

• Shampoo

• Conditioning

• Curling

• Reconstructing

• Weaving

• waving.
Nails:-
• Manicures

• Pedicures

• Polish

• Sculptured nails

Skin Care

• European facials

• Body waxing

• Massage

Make-Up :-

• Asian Make-up with cut crease and contouring.

• Arabic Make-up with contouring.
• Catwalk smokey eyes.
• Editorial Make-up
• 1960s vintage Twiggy make-up
• 50s vintage make-up : Marylin Monroe’s iconic look.
• Eyebrow concealing/blocking with Avant -garde make-up
• Ombre and graphic eyeliner make -up
• The effect of lighting on make -up.
• Color Photographic photo-shoot
• Monochromatic make-up.

Short-Term Objectives (1-2 years)

• Successfully launch Elan’s Make-Up Studio and Institute on time and budget.
• Establish our clientele base through repeat customers and word-of-mouth referrals.
• Drive repeat business through exceeding our monthly expectations.
• Achieve customer satisfaction.
• Maintain brand promise of completing repeated customer acquisition.
• Ensure consistent quality (measure through customer feedback.)
• Earn a positive net income by the 2nd year of operations
• Drive sales growth to achieve financial projections
PLAN OF ACTION

Working on the resume! Even though this is a field in the arts, a resume is so important! Along with
seeing the credentials, most clients would love to seek the actual work, the more credits we can put
to our name, the more likely we will be able to get the clientele base.

Getting sponsored by a makeup company! Having based a good clientele, it is important for a
academy or a business to be affiliated/sponsored/associated with large corporate. This being a very
customer centric industry, consumer behaviour is an important part of running the business. Aligning
with known brands and using the customer sentiments helps smaller services a chance to grow up.
Also, adding to the portfolio, this will help in long term goals as being in the industry requires a strong
operational and cost base, the latent marketing and promotional costs can be saved affiliating to these
large corporate.

Work at least one BIG job. Applying to affiliate with local fashion shows and magazine shoots
providing professional make up services, not necessarily Fashion Week but something close.

Long-Term Objectives (3+ years)

• Expand to a Multi-Unit Franchise within the Indian Market
• Franchisee within other locations in India.
• Achieve employee satisfaction.
• Newer additions to the team and overall franchisee will increase the workforce and
maintaining quality will always be important, so we need to ensure that they are well
trained and motivated.
• Develop staff events, flexible work terms, positive work culture, and on-going training.
• Achieve an Internal Rate of Return of at least 25% by year 5.
• Achieve a payback on investment within 5 years

PLAN OF ACTION

Increase Sales

Increasing our sales is the biggest goals list of long-term business goals. Year over year growth is one
of the top variables in being able to determine if we will be thriving or flailing.
Choosing of metrics that can be measured and pick a firm number. Our goal is to increase the
number of units and setups we have by three folds within 5 years, setting a monthly targets or
revenue from our first setup will giving us something to aim for. Simply stating that we want our
revenue to be larger than it was last year is not specific enough. Include an actual revenue number
in our marketing plan to ensure we reach our goal.
We would plan our long-term business and marketing goals, we would make every effort to make
them SMART–meaning Specific, Measurable, Achievable, Relevant, and Time-bound.

Building Brand Recognition

Another long-term business goal to throw in our marketing mix is to increase our brand
awareness and name recognition. This isn’t something that happens overnight and it’s an ongoing
process. But being easily recognizable in our community goes a long way in obtaining new customers
and keeping current ones. When making a purchase, people are more likely to spend that money
somewhere they’re familiar. One study found that 80% of people are primarily influenced to click on
search results from businesses they’re aware of–either as a customer or because the brand is known
and/or trusted.

Doing things like remaining consistent on social media, regularly participating in community
activities and events, and having a company logo that stands out will help you to reach that goal of
having a recognizable brand for years to come.
It’s also important to invest in brand-building marketing strategies such as:
• Display advertising
• Remarketing
• Social advertising (including Facebook advertising)
• Search advertising

Creating a Stellar Reputation

Long-term goals for a business aren’t restricted to the financials. Building up street credentials in our
industry should be on our radar from day one. Credible sources vouching for our business will
help gain customers’ trust and direct new clients your way.
The easiest way to build a great reputation is to deliver amazing service to each and every customer.
It also helps to focus on our online reputation management and try to get (and respond to) as many
positive reviews as possible.

We can also reach out to industry bloggers or local businesses with services complementary to your
own to help build up your reputation. Playing well with others and getting the thumbs up from those
already established in our market is a launching pad for establishing our own reputation as a quality
organization.

Key Success Factors

In order for Elan Unisex Salon to be successful and reach the goals as indicated above goals, it is
important to identify key success factors (KSF) as follows:

• Low price: Elan offers its signature styles and services at an affordable price.

• Speed: Elan offers off-hour appointments and regular walk-in services, having the client’s hairstyle
finished within the promised time frame.
• Cat-walk quality: Elan’s stylist will go through training to ensure that they focus on the client
experience and be experts at Elan’s signature styles.

• Dynamic atmosphere: Elan provides a fun, trendy, modern atmosphere where women and men can
gather and socialize.

The four KSF’s identified above are primarily dependent on ELAN’s employees – their ability to create
a fun and trendy environment, provide quality hair styles within the time frame, which will directly
impact revenues since capacity is based labour hours. Therefore, it is critical that ELAN provides a
dynamic and exciting environment for its employees and clients. Employees are encouraged to stay
up to date on all current fashion trends and pop-culture happenings to create a cool salon vibe. ELAN
is not just about the hair and beauty but providing an affordable luxury and an unforgettable
experience.