© Anastasia Barbashina 2024
case
A successful opening of a premium beauty salon in Mauritius with NDA income in the first month
Marketing strategy for the beauty industry startup
Sphere:
beauty salon, beauty industry (small business)
Business model:
B2C
Work period:
2 months (next: independent work on the strategy)
Average check:
one of the highest in Mauritius
Goal:
to launch from scratch a premium beauty salon in Mauritius with wide publicity and an established client flow
A client with experience in the beauty sphere in the Russian Federation rented space in Mauritius, and a list of services was ready to open a new business with qualified specialists in manicures and other areas of aesthetic activity
Client's pains identified during the consultation:
No understanding of the beauty market in Mauritius
No naming and concept for future salon
No plan to launch a startup, but a desire to create wide publicity so everyone knows about the new salon
The difficulty in determining business benefits
Difficulties in pricing services
A lack of a specialist base to provide services
The tasks set and types of work done
Based on the client's requests, I have offered the following package of services:
- A work on brand promotion in the online space
- Packaging and strategy formation for social networks
Together with a beauty salon owner, we drew up a detailed list of tasks for a successful launch and operation:
01
To create a name, slogan, and brand legend
02
Identify brand strengths and weaknesses to formulate offers for banners, booklets, and mailing lists
03
To generate the cost of premium segment salon services, with a price category above the average in Mauritius
04
To create a promotion strategy and design an Instagram page, as well as work out a content plan for regular maintenance and customer engagement
05
To develop a plan to retain and expand the customer base
06
To work with the salon owner's assistant to teach her how to run social networks and work with the customer base
07
To provide chat support for a month during the assistant's training
To achieve this goal, we gradually went through all the stages of work:
- collecting the necessary information (120 minutes of phone call with the client)
- creation of naming, slogan, and brand legend (12 hours)
Result:
The client received 6 naming and slogan options and 2 brand legend options, from which she selected the more liked ones
- analyzed the services, quality, and prices of competitors
- formed a unique selling proposition (USP) based on competitors' analysis and advantages of the client's services
- developed a checklist for creating marketing materials, advertising texts, and WhatsApp messages
- formed costs based on an analysis of the price category of similar premium services in Mauritius to sell in the premium segment
Stages of work:
Result:
The Instagram channel is packed (header, pinned information, etc.). The client knows what to post for two future months
- packed the channel
- created a strategy for target launch on Instagram
- prescribed a content plan and ready-made texts (in Russian and English) for the first month of work
- collected statistics on the results of the first month of advertising and formed a strategy for 2 months ahead
Result:
The Instagram channel is packed (header, pinned information, etc.). The client knows what to post for two future months
- selection of visual recommendations and collection of references for Instagram content
- assistance in organizing a photoshoot
- creating a plan to attract new customers and retain old ones for the first 2 months of work
- forming a loyalty system for customers, a discount system, and ways to attract new customers
- assistant training for further work with the client base
- creation of a social network promotion plan for the first 2 months and more
- creation and implementation of a phased brand PR concept
- integration of several number marketing tools to make a “high-profile” discovery
- analyzed the market for expanding the list of salon services
- prescribed recommendations for services that will enlarge the reach of potential customers and increase the cost of an average salon visit
- help and recommendations in finding and interviewing new masters for the salon
- help and recommendations in preparing a resume, job descriptions, salon operation rules, etc.
The client knows how to look for employees, given the growth and development of the business
- training in Instagram management, advertising launch, and analysis, writing sales texts
- training on working with the customer base
While the owner works on development tasks, another person makes the obligatory routine
- monitoring the work of employees in the second month of work through an online support chat for the entire team on urgent issues
The result of the work
The main digital indicators that show the quality of work done:
6 options
of the slogan created specifically for the client's salon in Mauritius
1 month
to successfully launch the project from scratch*
*This project launched a month after the start of work. This usually takes several months
*This project launched a month after the start of work. This usually takes several months
100%
the record in the 1st month of work
NDA $
the beauty salon income for the first 2 months of operation
(The numerical value is not disclosed, but the founders were satisfied with the result)
(The numerical value is not disclosed, but the founders were satisfied with the result)
We also came to the following results:
- The salon was widely publicized in the first month of operation and is still in great demand on the island
- A regular customer flow immediately lined up, although the price is one of the highest in Mauritius
As a result of the joint work, the client received a 15-page marketing strategy and a 10-page content plan for social networks in English and Russian
A feature of the work on the premium beauty salon Daby Beauty Oasis project was time shortage. In just 2 months, together with the founder, we have compiled a project launch plan, a marketing strategy based on which she can now independently develop her business, and a detailed promotion strategy, including several ways aimed at attracting new and retaining old customers. As a result, this led us to the successful launch of the project, wide publicity, and NDA income in the first month of work, which satisfied my client. The key indicator of the result of our work is that today Daby Beauty Oasis is one of the most popular premium salons in Mauritius, with a stable income and a customer flow.
Anastasia Barbashina
Interesting facts about the project
Client's review
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©Anastasia Barbashina 2024