GInc.

Gentleman Inc.“Male Salon and Spa”

Heather TomkinsonErin Hurley

Chris GartlanBekah Leger

GInc. Gentleman Inc is…

• Exclusively male salon and spa• Variety of services and products

• Customer service top priority• Comfortable Atmosphere

- Shampoo- Conditioner- Hair Products- Skin Care

- Facials- Massage- Waxing- Nails

- Shampoo- Cut- Styling- Treatments

RetailSpaSalon

GInc. Customer Experience

• Personalized customer service– Customer database

• Rejuvenation of mind/body• Comfortable atmosphere

GInc.

GInc. Floor Plan

nail

nail

massage

massage

waxing

facial / skin

retail store

hair salon

laundry / mgmt.

lounge

tvs

receptionist

GInc. Voice of Customer

• 100% indicated appearance was extremely important in business

• Only 34% felt comfortable in a female salon

• 70% expressed interest in a male salon

• 15% or higher expressed interest in waxing, manicures, facials, pedicures, skin conditioning

Out of 50 male respondents:

GInc. Industry Trends

• Well-Being (i.e. care for self, stress relief)• Capitalizing on the Metrosexual• Men: $12 billion/year on grooming

products• Men: 49 % of U.S. spending on personal

care services– Spending higher on a per capita basis

• 29 % of spa clients nationwide are men • Industry as a whole undifferentiated and

fragmented

GInc. Target MarketMale Aged

20 – 40 Years Old

Sales, Professional, or Executive Occupation

Income over $70,000

Currently Buys

Grooming Products

Initial Target Market

Image Conscious

Open-minded

Ambitious

GInc. Marketplace

2.2 Million Males in Greater Boston Area

Total Initial Target Market:

110,000

1 Million Fit Income Target

850,000 Fit Occupation

Target

550,000 Buy Grooming Products

GInc. Competitors

Low Variety of Services

High Variety of Services

Female Atmosphere

Male Atmosphere

Health Centers

Barber Shops

Salons

Spas

Gentleman Inc.

GInc. Value Proposition

What Customers

Want

What Gen. Inc.

Offers

WhatCompetitors

Offer

- Image and Style- Location- Variety of Services- Gentleman’s Atmosphere- Quality

- Image and Style- Location- Variety of Services- Gentleman’s Atmosphere- Service Quality

- Image- Service QualityGap in Marketplace

- Location- Variety of Services- Gentleman’s Atmosphere

GInc. benefits• Comfort

– Atmosphere• Confidence

– Professional Image• Stress Relief

– Better productivity at work– Health benefits

• More Time– Many services in one location– Close proximity to work

GInc. Marketing

Opening 6 Months

1 Year

Phase 1:

Education of Establishment

Phase 2:

Establish Customer Base within Target

Market

Phase 3:

Expanding Customer Base

Phase 4:

Educate Larger Market,

Generate Customer

Loyalty

GInc. Operations Strategy

• Highest level of quality• Experienced professional

employees• Timeliness

GInc. Operations Strategy

• Scope of Operations– In house– Ensures privacy– Appointments only

• Employees– Set break and attendance policy– Ongoing training (to keep up with trends)– Incentive (Commission based pay & Tips)

• Customer Database– Stores contact info & personal preferences

GInc. Capacity Calculations

2821pedicures

5620.5Manicures

5620.5waxing

3720.75facials

1921.5massage

5630.75hair

Capacity# Service Providers

Time per Station

• Hours per Weekday = 14 Total Weekday Daily Capacity = 252

• Hours per Weekend = 8 Total Weekend Daily Capacity = 144

• Weekly Capacity = 1,404 Monthly Capacity = 5,616

Sample Weekday Capacity Calculation:

GInc. Development

• Acquire property (primary concern)• Hire attorney

– Secure location; paperwork on licenses• Hire accountant

– Business incorporation; keep start-up expenses and financials together

• Renovations• Operating systems refined• Hire stylists and technicians

– Experienced and reputable– Train employees

• Opening

GInc.

• Start – Up Costs– $ 463,700

• Mostly equipment and renovations

• Revenue Growth– 10% first 6 mon. 20% 6 – 12 mon.– 40% year 2 50% years 3 - 4

• Cost of Sales– 50%

• Commission and retail cost of sales

Assumptions

GInc. Expected Returns

Expected Returns

(500,000)0

500,0001,000,000

1,500,0002,000,000

2,500,0003,000,000

3,500,000

1 2 3 4 5

Year

Amou

nt ($

)

Revenues Net Income Cashflow

GInc.

• Internal– Skilled Professionals– Walk – in vs. Appointment– Cash Flow

• External– Location– Customer Interest– Effective Education Marketing– Competitors

Critical Risks

GInc.

Thank You

Questions and Comments