Business.
After a year of successful beauty salon or fitness club can be profitable in the 10-30 thousand dollars a month. Your initial costs - from $ 200 thousand to 2 million dollars - when skillfully managed business pays off for two years.
Today, beautiful appearance is as important for a successful person, how a good education and solid experience. Demand for services and goods beautu industry grows, the market is ready to provide investors with a wide field of activity: now opening their own beauty salon, fitness center or wellness club is not considered to be the lot of the wives of oligarchs, entered the market for successful business people that realize a surplus. An investor has three options open his own business. You can buy already prepared and developed the business from former owner, self-build it from scratch, or contact the company that creates enterprise “turnkey”.
The old horse furrow not spoil.
Buying salon or club on the secondary market, the most suitable option, if earlier you had no experience in the beauty industry. Do not have to spend effort and money to build their own business, and you’ll be able to do his extension. But only if the company is stable. It may happen that you purchase salon incapable, for whatever reasons, to bring good returns. “In recent years the market ready business is growing rapidly, this trend will continue. But, despite improvements in the quality of consulting services, the process of buying companies are still associated with increased risk. The main objective of the buyer - to provide reliable information on the actual situation in the industry. It is also necessary information, the most revealing reasons for the sale of existing businesses, “- emphasizes the CEO of spacecraft” New business “Alexander Milyashov.
Before you buy, experts recommend pay attention to the area of the premises (for the beauty it has to be at least 100 square meters. M, and for the fitness club - from 400 square meters. M), compliance with its internal design and a set of equipment declared to the class, location (the entrance to it should not be difficult). Find out whether different set of services offered in this and neighboring businesses, ask the manager and qualified staff, the ratio of cost of services and allocated for these areas (normal rate is considered, such as 30-40 thousand. With a hairdresser’s place in the year) , the share of employees’ wages from the proceeds (20-30%) and the size of deductions for the purchase of drugs (7-10%). Check how long framed all the necessary documentation and what the terms of contracts with suppliers. It is also important to know the rental or property is a building occupied by the center. In the latter case, the cost of premises is assessed separately, this option is preferable, because real estate investments by themselves are justified.
There is a very successful young salons and clubs, which from the outset designed with the purpose of resale. If their founder has extensive experience in building their own businesses beautu industry, is the best option.
When a company is selected, it is necessary to determine its real price: “Methods of calculating the cost of already entrenched: it is usually equal to two years’ profits. This amount is about twice the standard amount of investment in creating their own businesses at the same level,” - said the head of the department of business creation CG Shop businesses Alexander Khodakov.
Hired labor. If buying on the secondary market for some reason does not suit you, you can contact one of the companies creating business “turnkey”. Experts will select a suitable property, will execute the documentation, procure equipment, hire and train staff. The service package is different, but the whole package - the choice of the premises before the implementation of management systems and building speed - rarely offered only in the case of an order for a very large sum. The cost of such services typically oscillates between 15-35 thousand.
Close to the concept of building business “turnkey” is a franchising system - apart from the same package you get the right to use the company’s brand, the franchiser, its development, technological advances, you can count on long-term counseling and information support specialists. In fact, the role of adviser and assistant to perform here and developed a successful company that, according to market experts, several times reduces the risks. Franchising is an average of 25 thousand., Add this payment - monthly (on average 600 dollars) or annual (average of 5 thousand dollars.). However, the possession of recognizable brand can conceal the danger, nobody will prevent the franchisor to open his salon in front of you - perhaps in this case, you will lose some customers.
Expensive for themselves. The most complex and laborious process - is to create your own business from scratch, its largest number of costs and risks. And refer to this method is only useful if you are familiar with the industry as a whole. You will find a place yourself, buy it or arrange the lease, authorization and registration documents, purchase the necessary equipment and medications, to hire and train staff, develop a marketing program and an advertising campaign. Of course, not do without the involvement of professionals in each area. But in return you will receive valuable free embodiment of all their ideas.
Quite a weighty item of expenditure beautu investor - advertising. “You must choose the right approach to financing. Will this budgeting communications for purposes of the real possibilities (after all, if you want to attract 200 people, why would you spend on each of a thousand dollars), the interest of the company’s budget, depending on the contribution of competitors. Everything depends on you “- explains the practice leader of consumer goods agency RIM Porter Novelli” Julia Danilin. If we talk about specific numbers, it is estimated professionals, the cost of the average Muscovite local salon or the club is about 100 thousand dollars
A check for 2, 5 billion. According to experts, to visit beauty salons Russians in 2005, will spend 2.5 times the MAWP. against $ 2 billion in 2004. The market for several years increases by 20-25% per year, but in the near future, according to specialists, the rate will drop slightly and approximately 15%. Experts “Old Fortress” link this with market saturation, intense growing in recent years due to scarce capacity, which almost shut down today. But in Moscow there are now only about 2, 5 thousand shops, while in major European cities are usually more than 10 thousand “in Moscow VIP-beauty is enough. I would even say there are more than required. The most interesting and whole now looks more promising market for business and premium-class. And the hardest thing in my opinion, have an average network - 4-5 shops, and large and very small can flourish, “- said the president” Person of the Lab “Igor Stoyanov. Investment attractiveness of enterprise-class business explained: “In 2004, the main interest lay in the field of business enterprise is at this level. Let me explain why: First, you need less as compared to VIP lounges volume of investments, and secondly, there is no need for a great management experience, large-scale monitoring of the business. These stores compete successfully, quickly pay for themselves, bring about a good profit “, - says Alexander Milyashov.
In addition, create a competitive advantage in this class is simple: each new proposal or literacy program of discounts to attract and keep customers, while consumers VIP-uslut usually firmly attached to their cabin. Nevertheless, competition is growing in all segments of the market, dictating their laws. Thus, according to Director of Cosmetology direction of the company “Plastek Tatiana Zagrivnoy to attract customers is no longer sufficient proximity to potential customers, and segmentation of the price is no guarantee of getting into a particular niche:” Consumers have learned to count money, and the main criterion for success was customer satisfaction salon services. In addition, growing indirect competition, presented today a variety of goods and services, substitute: a program for home care and dilated tourism opportunities. ” “It’s important to remember that - notes Igor Stoyanov, - that before long Russia will begin to reveal a very professional” nominal “Salons - talented artists will find their investors, and this is one more powerful branch of the competition.” The most popular, according to experts, the Russian population enjoy hairdressing, the most expensive and cost the same (as the ratio of the area and the cost of the procedure) is the sphere of cosmetology. Better, if your salon will be presented to both these services, as well as manicure and pedicure, massage and solarium. Of course, this will require a solid business investment, but profits will be of great: “who chooses to create your own beauty salon will have to invest in each of its nearly 1 thousand meters excluding the cost of the room. The optimal size of the enterprise -120-150 sq. M. In this sum anyway will include services for registration of permits, installation of control systems, communications, advertising costs, recruitment and training of personnel, as well as the purchase of equipment and furniture.
It will take at this about six months, “says Alexander Khodakov. The whole set of equipment for the interior of the middle class can be purchased for 25-50 thousand dollars, and if you use the services of professionals to develop business on a turnkey basis, you can buy everything you need discount and leasing. Rent a square. m building suitable to house the company beautu industry, would cost in Moscow in 300-600 dollars / sq. meter. All expenses will pay an average of one and a half years. In addition, modern salon has to offer such fashion trends as spa procedures for rejuvenation and correction, as well as something special, that distinguish it from all other salons “close.” What would it be for “pearl”, should be addressed at the outset, the design of the interior: in fact if, for example, Thai massage, it makes sense to arrange the room accordingly.
New Russian sport. Increasingly popular among Russians, and fitness centers, but only about 120 of them in Moscow could be identified with the world standard, and the remaining 500-600 are small and not always well-equipped gyms. This audience needs for quality fitness services is growing much faster than the number of clubs themselves, the demand in this market exceeds the supply.
Fitness center requires more investment than a beauty parlor (about 2 thousand dollars without the cost of building). This is explained by the fact that you want more space, and the minimum number of required equipment, and increased depreciation expenses and high salaries of numerous staff. The level of profitability in this market, according to estimates, could reach 20%. The average figure, according to the “Planet Fitness”, fluctuates between 12 and 14%.
The fundamental difference of business in the field of fitness from the services of beauty salons is the fact that the main profit of the first sum from the sale of club cards (70%). And if the owner of a beauty salon all the time, the risk of losing customers, there is the owner of a fitness club, these risks are lower: in fact money goes to the cashier not gradually but at one time - with the purchase of subscription. “That’s why - says managing a network of clubs Reebok in Russia Denis Seminihin - must sell as much as possible,” long “cards. We tried to get away from even the semi-annual, let alone three months. The number of season tickets and how often they extending, can serve as indicator of the success of the club. “
An important source of income is the sale of individual training (7-15%), and the scope of additional services and programs (3-15%). All these figures are growing along with the “star” institutions: the highest it will be a large and popular network VIP-level.
One of the first issues faced in starting their own fitness club - the selection room. Construct a building to fit their needs, of course, the ideal, but because it is a large area, you’ll be limited in the choice of location. You will forget to put the club in the city center. Another disadvantage long-term payback, it can stretch out and 10 years. Rent is a suitable area would cost 300-600 dollars per square. meter - not all companies will be able to bring in such lease costs stable high profits. That is why the centers of medium and medium high-class best option, the acquisition of premises in the property.
Fairly large and the cost of gym equipment: equipment must be professional, every kind of simulator to be submitted at least two copies. Managing Petersburg fitness club “Sparta” Vladislav Pilikin said “F.” that investment in simulators, depending on the name of the manufacturer is 100-200 thousand dollars for a medium-sized club.
Audience sports clubs more narrow than that of beauty salons: basic services enjoyed by people better off and having free time. In addition, this market is endowed with a certain twist: “Fitness clubs of the middle class should be placed next to a potential customer, for the clubs as a luxury location is not so important: for the prestige and image of people will go anywhere,” - notes the leading manager of customer service FMCG practice agency RIM Porter Novelli Tatyana Leonova.
However, the greatest interest of the audience takes to heart of the business class: high-quality services at average prices in the market is clearly not enough, and the best place for these clubs - sleeping areas of the city. In addition, there is less space and less competition. However, experts claim that these benefits are short-lived: the major developed networks already drawn attention to this segment. Thus, Planet Fitness, which has extensive experience in the industry (the first salon opened in Soviet Leningrad 12 years ago), is actively working on the project network of clubs for the middle class, which will be located just on the outskirts of: “Open clubs closer to their place of residence potential customers - a natural process. Given this, we will continue to work in this direction. Profitability of enterprises located in the center and dormitory areas, about the same as a standard project worth of 11, 5 to 2 million, “said-” F. ” President of the “Planet Fitness” Irina Razumova.
Features of this market dictate its own rules and in advertising. If you’ll spend on it an average of 100 thousand dollars a year (at a cost of club card 1 thousand dollars), and then outline the spending plan will be simple: “Opening a local club in some of the megacities, count how many regular customers should not be that club makes a profit, then decide on what methods of promotion of services you have enough money, and find out how much time it spends its competitors. The figures should not be below 15-20% of the profits at the beginning of some 50 %, “says Julia Danilina. Business package. Being developed fairly rapidly, and such direction, as wellness hotels, and clubs. This organization, providing clients with comprehensive services to care for face and body treatments, sports load: “The future for clubs that develop not only fitness, wellness-for-complexes, where there is a spa, various types of baths, massage and other services “, - said Vladislav Pilikin. Of course, these services may not apply to economy and even business class, perhaps, is the only area VIP service in beautu industry, where a niche not yet fully occupied.
Available in a beauty salon or a fit-carrying-club zone spa, swimming pool or sauna does not make his wellness club, but their presence is mandatory. Accordingly, grow and costs. So, the initial investment in improvements and a large modern spa area will be approximately $ 200 thousand, if you have a pool area and you will not be specifically to rent an extra room. Another 500 thousand dollars will go to pay for the work and travel (for example, our specialists in Thailand and Thai specialists - to us, it greatly increases the level of interior) staff, advertising, spa products, utilities, etc. This revenue the first year could exceed $ 1 million would be cheaper construction sauna - now many companies providing these services on a turnkey basis, the cost ranges from $ 5 thousand, to this add the standard salary of personnel and expenditure on electricity and water.
Even the mere existence of a spa area in the saloon is capable of estimates, to increase profitability by 70%. Just do not forget that the construction of this spa is expensive but will pay only if your company already has a name, an extensive customer base, a means of advertising and marketing programs. To spend money without expecting a quick return on investment, can afford only enterprise-level VIP, which tend to have additional sources of funding other than sales. You can also open a swimming pool, spa or sauna separately: will be cheaper, but in this case should not count on big profits - Customers today want to get comprehensive services.
However, the room where there is a whole set of services - from hairdressers to the sauna, wellness club will be only through an individual approach to clients. This exclusive program in such centers is compiled with the active participation of the doctor, the cost of services is much higher, and the costs of the investor - respectable. In fact, you put money directly in the beauty salon (and most modern, with an area spa, sauna) and a fitness club with the best machines and a large swimming pool, a building for all of these needs requires a good deal. However, your profit with the competent organization of business may exceed the rates of return in these two segments - the secret of their interaction.
Obvious advantages of this kind of business - exclusivity, based on the standard. Do you sell the client package of the most common services, but because he was making to turn every one, its value increases by several times. Successfully sold and additional services and products, according to the law of VIP-market where customers are always willing to spend more than in economy class and by implementing a system of medical care: “In any company, sooner or later there are less and demand more goods and services. In the first part having problems, here they are easily solved: on the advice of a doctor, together with a set of necessary and useful things that the customer gets a bad sale. But the important one condition, the most important and difficult in this business: rapid effect of the program. Man must necessarily feel it, and once, when his loyalty is high and he will be ready to spend, “- says the president of wellness company Wellcome Lei Savosina.
Quickest harvest. It is noticed that the beauty salons pay off faster than the fitness centers and wellness company. This area requires less investment, and demand for it above. In the success of the spa or fitness club plays a major role correct positioning, an extensive advertising campaign. However, there are exceptions - in particular, investment in the acquisition of existing and developed a fitness club will pay off faster than a new beauty salon average. Much here depends on the objective indicators.
Russian businesses are actively seeking and the West, it is typical for the fitness industry. For example, a company “Planet Fitness” club opened under its own brand in Stockholm: “In the late 1980’s and early 1990’s, when we were thinking about the possibilities of this business in the Soviet Union, where it was affordable everyday type of recreation. Actually, just because of the Scandinavian roots and was born a Russian fitness industry. There, thousands of sports centers, so we discovered, of course, public club “- says Irina Razumova. The question arises: where is now more profitable to open fitness centers - in Russia or abroad? The answer depends on what you personally denotes the word “profit” - a rapid return on investment or stability. Payback objects above abroad, but this is offset by long-term development and high stability.
One last thing: what would you choose a business, you must understand that the location of the premises and the area have primary influence on the level of the enterprise, the list of services, prices. What building is bigger and closer to the customer, the higher the better will be the indicators.