Cranium Filament Reductions

Executive Summary 
Opportunity

Problem

First impressions are everything. A really good haircut is key to making a good impression. Not
everyone can afford to spend a few hundred dollars and a few hours to get a good haircut. A lot
of families have budget constraints. They need a place to go to get this stuff done. 

Solution

Cranium Filament Reductions will stand out by providing superior customer attention. This is
particularly important in the "quick salon" space that Cranium operates in because margins are a
bit lower and the goal of a quick salon is to crank through customers.

Market

The hair styling industry is highly fragmented with national chains such as Regis Corporation,
which operates diverse franchises catering to all the market segments, and also including
thousands of "mom and pop" salons that are very restricted in scope and services. This makes for
a highly competitive market that has low barriers to entry and exit. In addition, the clients of hair
styling have significant leverage due to the low switching costs they have. However, most
companies have tried to pursue only one general strategy in gaining market share. Cranium
believes that it is possible to offer a differentiated service through improved customer service at
no greater significant cost if the right employee incentives are provided.

Competition

The buying patterns of men and women are quite different. Typically men are more price or
convenience sensitive. Men typically care less about the task of getting their hair cut. For them
whatever is easiest works best. Women on the other hand are more caught up in hair styling and
tend to bond more with their stylists. Because they bond more, they are much more loyal to their
stylist. Once a stylist has earned their trust they are more willing to blindly put their hair in the
stylists hands.

Why Us?
Cranium Filament Reductions’ mission is to provide reasonably priced, convenient hair styling.
We exist to attract and maintain customers. When we adhere to this maxim, everything else will
fall into place. Our services will exceed the expectations of our customers. 

Expectations

Forecast

This is a service business so it doesn’t generate high profitability. It does generate a good way
for its people to make a living. 

Financing Needed

The financing needed is $105,000. That includes a $45,000 loan, and owner investment (Susan)
of $60,000. 

Opportunity
Problem & Solution

Problem Worth Solving

First impressions are everything. A really good haircut is key to making a good impression. Not
everyone can afford to spend a few hundred dollars and a few hours to get a good haircut. A lot
of families have budget constraints. They need a place to go to get this stuff done. 

Our Solution

Cranium Filament Reductions is a hair salon that allows the entire family to have their hair needs
satisfied in one convenient visit. 

There are many "quick salons" like Cranium, however, many of these salons, such as Cost
Cutters, only provide the minimum services, whereas the upscale salons can be inconvenient due
to scheduling requirements and cost. The owner of Cranium perceives an unfulfilled customer
need for a low-cost salon that provides maximum flexibility and strong customer attention. Using
this strategy, Cranium will gain significant market share and create critical long-term
relationships with its clients.

Target Market

Market Size & Segments

Cranium Filament Reductions will target each of the three groups separately. The males will be
targeted by offering a quick, convenient, service. Because men tend to have shorter hair,
they usually require haircuts more often. If they are getting a cut every four weeks and work
normal business hours, most barbers are closed when the male customers have free time.
Cranium Filament Reductions will cater to males with evening hours, no appointments
necessary, and quick turn around times.

Generally females prefer the allure of upscale salons, however, not everyone can afford this
luxury. For this reason Cranium Filament Reductions will provide the same quality hair styling,
without the expensive price. Cranium will target these customers by emphasizing
the sophisticated, ultra-hip styling that Cranium can offer.

Cranium Filament Reductions will also target mothers with children by offering the kids toys to
play with while they wait and child-friendly hair stylists. Additionally, children receive a special
rate reflecting the fact that children’s hair grows so fast that it can be expensive to keep up with
regular cuts, as well as the recognition that it generally takes a lot less time to cut a child’s hair
so it should be inherently less expensive.

Competition

Current Alternatives

Cranium Filament Reductions’ competitors include:

1. Traditional barbers. They rarely serve appointments, it is generally a walk-in service.

While barbers are usually willing to provide whatever cut you are interested, they are
generally providing straight forward haircuts, typically on the conservative side. The
advantages of a barber is they are inexpensive and easy to use. Their disadvantages is
often conservative styling capacities, sometimes a long wait as the barber may be an old
timer who enjoys to chit chat.
2. Franchised "quick salons."  An example of this would be Supercuts or Best Cuts. In
essence this is a franchised version of Cranium Filament Reductions. The advantage of
this style is the store will be the same from location to location and some people like this
predictability. 
3. Independent salons. These shops typically focus on a specific niche and do not serve a
wide group of customers. The advantages to these could be an independent salon that
fulfills all of your needs. The disadvantage is that because they tend to be more focused,
more often than not this type of salon will not offer exactly what customers are looking
for.

The buying patterns of men and women are quite different. Typically men are more price or
convenience sensitive. Men typically care less about the task of getting their hair cut. For them
whatever is easiest works best. Women on the other hand are more caught up in hair styling and
tend to bond more with their stylists. Because they bond more, they are much more loyal to their
stylist. Once a stylist has earned their trust they are more willing to blindly put their hair in the
stylists hands.

Our Advantages
Cranium Filament Reductions’ competitive edge is based on faultless customer service. Cranium
Filament Reductions recognizes that the hair cutting/styling market is crowded so it is difficult to
stand out. Cranium Filament Reductions will stand out by providing superior customer attention.
This is particularly important in the "quick salon" space that Cranium operates in because
margins are a bit lower and the goal of a quick salon is to crank through customers.

Cranium will invest time and money into training to ensure that clients receive the best
experience possible making it easier to turn them into long-term customers. By providing
superior customer service, Cranium will be able to effectively compete against and outlast larger
chains and independent stores.

Keys to Success

Keys to Success

Our keys to success are: 

1. To create a service-based company whose goal is to exceed customer’s expectations.

2. To increase the number of clients served by at least 20% per year through superior
performance and word-of-mouth referrals.
3. To develop a sustainable start-up business, contributing to increased employment of
community residents.

Execution
Marketing & Sales

Marketing Plan

Cranium Filament Reductions will be located in a shopping center in Shaker Hts., OH. While the
cost of the lease per foot is higher than in other business areas, the shopping center provides the
best exposure. Additionally, the shopping center association is responsible for marketing the
center’s common area which will help draw a lot of traffic to the shopping center.

Cranium Filament Reductions will market themselves as a hair salon that serves everyone, men,
women, and children. This will be done through flyers to be sent out with the local newspaper.
Cranium will also have an in-store promotion for the first few months to lure new people in.
Lastly, Cranium will offer a discount for a few months to people that refer new customers.  

We intend to be active in social media, with consistent presence, offering tips on style plus
information on local events and issues, occasionally humor, social media presence that helps
people get to know us, like us, and trust us. 

Sales Plan
Cranium Filament Reductions’ sales strategy will be based on extremely professional
interactions with the customer. Typically the "quick salons" concentrate on being quick and
inexpensive, often at the expense of customer service. Anytime that a prospective customer is
speaking with someone at Cranium’s the employee will have an opportunity to impress the
customer. Employee training will emphasize seizing these opportunities.

Cranium Filament Reductions will also have the opportunity to increase sales of their retail hair
care products every time they have a customer in the chair. Cranium offers deep discounts on the
hair care products for employees to encourage usage so they can explain to the customer about
their personal experiences. Additionally, Cranium offers a product-based commission structure
for the hair care products where they give away the product to the employee for commissions for
selling the items to their customers. These personal testimonials and commission structure will
allow Cranium to generate good sales from the retail hair care products.

Operations

Location and Equipment

This will be a store front with 1500 square feet. There will be: a waiting area with magazines and
a display with hair products, a reception desk, 3 hair dressing chairs, 3 washing stations towards
the back of the store, one computer and one cash machine. This will be a small space but will
have everything that one expects when going into a hair cutting space. 

Milestones & Metrics

Milestones Table

Milestone Due Date Who’s Responsible

Progress review and tracking May 16, 2020 Management

Progress review and tracking Sept 12, 2020 Management

Set up Store Front Dec 12, 2020

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Key Metrics

Our key metrics are:

1. The # of customers in a day 

2. The # of customers in a month 
3. Walk-ins vs clients who called to make a appointment ahead 
4. The # of products that are sold to clients or walk-ins every month 
5. The money brought in on the most popular stylist vs the least popular stylist 
6. Company
7. Overview

8. Ownership & Structure

9. Cranium Filament Reductions is an Oregon corporation owned entirely by Susan Sever

and is located in Shaker Hts., Oregon.

10. Ms. Sever will be handling all hiring and training, purchasing, and retail sales. She will
also hire a receptionist to manage all of the appointments as well as the people who walk
in and be responsible for the point of sale transactions. Cranium will also be hiring six
part-time hair stylists who will operate on a hourly/commission basis. 

11. Ms. Sever will be using a partial commission basis to create incentives for superior
customer attention. The more her stylists attend to the customer’s needs, the more money
they will make off commissions. Cranium will invest time and money into training to
ensure that clients receive the best experience possible making it easier to turn them into
long-term customers. 

12.Team

13.Management Team

14. Susan Sever received her bachelor’s degree from Miami University in Oxford, OH.
While pursuing her degree Susan worked in the restaurant industry. For the four
years during school she was a server in an upscale restaurant. While this provided very
good income, particularly on the weekends, she longed for management experience.
 15. After graduation she sat down with the owner of the restaurant and presented him with a
well reasoned case as to why she should be manager of the establishment. Her main
points were her intimate knowledge of the industry and the restaurant, her superior
communication skills with the customers and her colleagues, and her ambition to
succeed. The owner was surprised by the well-reasoned arguments, enthusiasm, and
ambition to take on more work that he promoted her to manager on the spot.

16. Susan worked as manager for three years, learning all the intricacies of operating a
business. These were three rewarding, but long, years. Toward the end, the long hours
and work at night took its toll on Susan and she was burned out. When contemplating
new opportunities she was brainstorming a  way in which she could combine something
she loved with something that she would be the owner of. She loved hair and had the
experience of operating a business so after a lot of market research she undertook the task
of writing a business plan.  

17.Personnel Table

2020 2021 2022

Susan $43,200 $44,064 $44,945

Part Time Hair Specialist (3) $129,600 $132,192 $134,835

Receptionist $36,000 $36,720 $37,454

Part Time Hair Specialist (0.67) $89,890

Part time hair specialist (0.67) $36,000 $38,000

Totals $208,800 $248,976 $345,124

Financial Plan 
Forecast

Key Assumptions
Our Key Assumptions: 

– Men would like to have great haircuts and do not mind paying for them 

– Men and women need hair products 

– Our cost for men’s haircuts will be industry standard of 43% and our cost for women’s
haircuts, children’s haircuts and products are 27%

– Our friends  and family see the merit of our business and would be happy to give us the cash to
run the business. 

Revenue by Month

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Expenses by Month

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Net Profit (or Loss) by Year

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Financing

Use of Funds

Cranium Filament Reductions will incur the following start-up costs:

 Computer with point of sale terminal.

 Computer with printer for back office.
 Five cutting stations, each station requires a barber chair, cabinet, large mirror, blow
dryer, curling iron, electric razor, several pairs of scissors, spray bottle, two sided mirror,
and assorted combs and brushes.
 Desk for reception area.
 Three couches for the reception area.
 Display shelf for sale of retail products.
 Assorted plants.
 Assorted toys for the children.
 Legal fees for business formation and generation/review of contracts.

Please note that the following items that are assets to be used for more than a year will be
considered a long-term assets and will be depreciated using the straight-line method accepted by
G.A.A.P.

Sources of Funds

Susan will be contributing $60,000. The additional $45,000 will come from a business loan. 

Statements

Projected Profit & Loss

2020 2021 2022

Revenue $394,697 $532,000 $732,000

Direct Costs $106,568 $143,640 $197,640

Gross Margin $288,129 $388,360 $534,360

Gross Margin % 73% 73% 73%

Operating Expenses

Salaries & Wages $208,800 $248,976 $345,124

Employee Related Expenses $41,760 $49,795 $69,025

Utilities $1,200 $1,200 $1,200

Rent $24,000 $24,000 $24,000

Insurance $1,500 $1,500 $1,500

Total Operating Expenses $277,260 $325,471 $440,849

Operating Income $10,869 $62,889 $93,511

Interest Incurred $1,547 $1,425 $1,138

Depreciation and Amortization $1,465 $1,465 $1,465

Gain or Loss from Sale of Assets

Income Taxes $1,178 $9,000 $13,637

Total Expenses $388,019 $481,000 $654,729

Net Profit $6,678 $51,000 $77,271

Net Profit/Sales 2% 10% 11%

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Projected Balance Sheet

2020 2021 2022

Cash $84,344 $87,260 $99,844

Accounts Receivable $0 $0 $0

Inventory $11,970 $16,470 $16,470

Other Current Assets

Total Current Assets $96,314 $103,731 $116,314

Long-Term Assets $14,650 $14,650 $14,650

Accumulated Depreciation ($1,465) ($2,930) ($4,395)

Total Long-Term Assets $13,185 $11,720 $10,255

Total Assets $109,499 $115,451 $126,569

Accounts Payable $2,839 $3,739 $3,739

Income Taxes Payable $1,178 $2,254 $3,411

Sales Taxes Payable $0 $0 $0

Short-Term Debt $7,024 $7,310 $7,608

Prepaid Revenue

Total Current Liabilities $11,041 $13,303 $14,758

Long-Term Debt $31,780 $24,470 $16,862

Long-Term Liabilities $31,780 $24,470 $16,862

Total Liabilities $42,820 $37,773 $31,620

Paid-In Capital $60,000 $60,000 $60,000

Retained Earnings ($33,322) ($42,322)

Earnings $6,678 $51,000 $77,271

Total Owner’s Equity $66,678 $77,678 $94,949

Total Liabilities & Equity $109,499 $115,451 $126,569

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Projected Cash Flow Statement

2020 2021 2022

Net Cash Flow from Operations

Net Profit $6,678 $51,000 $77,271

Depreciation & Amortization $1,465 $1,465 $1,465

Change in Accounts Receivable $0 $0 $0

Change in Inventory ($11,970) ($4,500) $0

Change in Accounts Payable $2,839 $900 $0

Change in Income Tax Payable $1,178 $1,076 $1,157

Change in Sales Tax Payable $0 $0 $0

Change in Prepaid Revenue

Net Cash Flow from Operations $190 $49,940 $79,893

Investing & Financing

Assets Purchased or Sold ($14,650)

Net Cash from Investing ($14,650)

Investments Received $60,000

Dividends & Distributions ($40,000) ($60,000)

Change in Short-Term Debt $7,024 $286 $298

Change in Long-Term Debt $31,780 ($7,310) ($7,608)

Net Cash from Financing $98,803 ($47,024) ($67,310)

Cash at Beginning of Period $0 $84,344 $87,260

Net Change in Cash $84,344 $2,917 $12,583

Cash at End of Period $84,344 $87,260 $99,844