6 Important Questions to ask yourself before opening a business
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If you haven’t read the opening article to this 6-part series, please see 6 Important Questions to ask yourself before opening a business. Part 5 in this 6-part series is: How- How will you pay to get your new business up and running?
- How will you advertise? (How will people find you?)
- How will you open? With fanfare or quietly?
- How will you handle clients?
- How will you decorate?
How will you pay to get your new business up and running? (Loan, family, savings?) Will you get a loan from a bank? Do you know if a bank will loan you money? Better find out now in order to know if that avenue will work for you or not. Will family loan you (or give you) money? Do you have a stash of cash in your savings that you have been waiting to use to open your own business? Bank on more expenditures than you have anticipated. Anticipate the worst (no business) and plan for the best (success and profitability).
How will you advertise? Will you be strictly word-of-mouth and referrals? Newspapers? TV? Coupon books? Flyers? Door-to-door? Internet? See How to find free advertising along with other articles on this blog to help you find ways to encourage new clients into your new business.
When I opened my storefront office in Chicago, I decided to join the Chamber of Commerce to get more exposure for my new salon. It wasn’t expensive and not only do they list you in their publications, they offer a ribbon cutting ceremony to announce your new business. In some ways this felt silly and over-the-top to me, but it did cause somewhat of a commotion on the day of the ribbon cutting, and I’m sure it did help to promote my new business there on the street. I couldn’t find a more clear photo, but here is the ceremony the day of the ribbon cutting:
How will you handle clients? This goes back to who are you as an aesthetician and business person. Anticipate client scenarios and how you as the business owner would handle them. Even if you don’t do this preparing, situations will arise and you want to be quick on your feet (and fair) about how you handle sensitive situations. Would you ever fire a client? See Letting go of clients for some information you may find helpful for the future.
Don’t lose your personality trying to make your decor work for everybody—because you can’t please everyone. I recommend keeping things more middle of the road vs. having an all pink salon (or something like that). Although having an all pink salon might get you noticed by the media or local newspaper, men, for instance, probably wouldn’t be anxious to come into your salon for treatment (neither would I!).
An all pink salon is simply an example of going too far in one direction. But I think you understand what I’m getting at here. Making your salon welcoming and inviting to the majority of people (whoever your clients are) is the best scenario when you’re going to open a business. In any and all of my salons (now and when I first started out) I never have posters on the walls from the manufacturers of my products (Yonka-Paris). I prefer to have soothing framed pieces that evoked relaxation and an atmosphere of calm. Advertisements for products don’t give me that soothing feeling, but many salons I have visited have such advertisements on their walls. I prefer art over ads; you will figure out what is the best thing for you.
As I write about in Put your accomplishments up on the wall, when you eventually have magazine articles or other promotional pieces suitable for framing, do put those up on your walls for all to see. These may not evoke a sense of calm, as mentioned before, but they will most like give your clients or prospective clients an indication that you know what you’re doing and that the media thinks so too.
For the 6th and final article in this series, see #6 of 6 Important Questions: Why?
