THE SALON OWNER GUIDE TORESTART & RECOVER

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• Eliminate all non-essential expenses, including postponing your April rent/mortgage• Call your vendors, landlord, insurance broker, etc. to negotiate payment terms and deferment

i.e. Salon Biz, Demand Force and Presence AI• Understand your Cash Flow Plan on a weekly basis• Educate yourself on recently passed legislation and stimulus package details • SBA Economic Injury Disaster Loan 7(b) • US Department of Labor Coronavirus Resources • Coronavirus Tax Relief • Paycheck Protection Program Guaranteed Loan 7(a) (apply directly through bank)• Subscribe to the Qnity Youtube Channel for support (see resources: Qnity Videos)

Capitalize on the extra time you have to enhance your salon’s image by:• Completing cosmetic updates (painting, deep cleaning, updating your shelving layout, etc) • Resetting your merchandising to Aveda standards• Sanitizing your space and testers• Replace air filters• Ramping up your opening/closing cleaning protocol (open resource: Health Measures)

STEP 1:PAUSE & PIVOT

The country has come to a swift pause as Covid-19 has made its unprecedented impact on our economy, the beauty industry and our lives. At this point most salon owners have taken steps to temporarily close

their operations until we are able to safely open our doors with social distancing and quarantine measures behind us. During this pause, as a leader and an owner it is important to continue to work ON your business and most importantly take the steps required to ensure business continuity. Consider this time an opportunity to pivot rather than pause!

• Communicate regularly and transparently with your team. Keep them connected and engaged.• Communicate regularly with your guests--don’t go dark. Use multiple channels to communicate: • phone calls (see resource: Calling Guests) • video messages (see resource: Owner Video) • social media posts (see resource: Buy Local) • Instagram highlight section (open resource: Utilize Instagram Stories) • text and email message • website updates • hand written messages (see resource: Letter)

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CONSIDER THE FOLLOWING WHILE YOUR TEAMS AND GUESTS ARE AWAITING YOUR OPENING:

RETAIL

RECRUITING

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• Now’s the time for bounce-back offers (example: Spend $100 on product get $25 towards next service).

• Take a physical count of all retail• Make adjustments to on-hand inventory in your POS system while considering mins/maxes for

upcoming quarter (see resource: SalonBiz tools)• Prepare an order to fill inventory and replenish for delivery prior to reopening day (open

resource: Inventory To-Go Calculator)• Take advantage of Neill Recovery Product Prepack • Plan and prepare for new sanitation and social distancing measures; stock hand sanitizer,

create hand-washing signs, consider sourcing masks for your staff (open resource: Signage)• Ensure your (Concept or Lifestyle) salon is set up with A-Commerce and that it’s easily

navigable on your site (see resource: A-Commerce) (open resource: A-Commerce by IM)

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RECRUITING05 Update your career/hiring information on your website to attract service providers needing new

salon homes or wanting to join a salon team environment. Utilize Instagram for discovering talent (open resource: Search with Instagram).

PHOTO COURTESY OF TANGERINE SALON

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SCHEDULING

COMMUNICATIONWITH YOUR TEAM

COMMUNICATIONWITH YOUR GUESTS

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SCHEDULING01 Before you rally your troops to come back, take some time to consider:

• Guests may need new hours that accommodate their transitional schedules. Explore evening appointments as to avoid work hours and support those with childcare obligations

• Creating designated areas or scheduling hours for vulnerable, at-risk guests• Encouraging your own team to provide childcare for one another to balance schedules• Scheduling for efficiency--leverage experienced service providers for lengthier, complex

services. Utilize junior stylists and apprentices to maximize booking opportunities.

Have your ducks in a row? Now you can:• Contact your top 25-50 VIP guests to schedule• Contact guests that were ‘canceled’ during your closure• Contact previously scheduled guests to confirm appointment• Develop a 7 days-a-week, 2 shifts schedule (example: 8am-2pm and 2:30pm-8:30pm)(resource: Paris Parker Reset & Recovery Guide)

• Confirm your people are doing okay: Are they well and without exposure? In a healthy head space? Do they have childcare in place?

• Initiate a group chat with your team so you can all be on the same page and quickly notify one another about community business guidelines, your new sanitizing protocols, childcare management, new schedules, etc. (Hint: GroupMe, Facebook Private Groups, and WhatsApp are all great tools)

• Distribute responsibilities for contacting guests to schedule appointments• Share another video message to your guests announcing your highly-anticipated re-

opening• Update your Google My Business feature with new hours (see resource: Google My

Business)• Announce salon information on your social platforms including new hours, guest care

practices, and health and sanitation practices

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COMMUNICATIONWITH YOUR GUESTS

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STEP 2: RESTARTYou have seen it on social media everywhere – Don’t cut your own bangs! Just say no to box color; and for goodness sakes, don’t wax your own brows! The end result could be terrifying, and frankly quite costly to the guest. So now is the time to get prepared for all of the pent up demand your salon will see once your doors reopen. They are ready to see you and to see an updated version of themselves (#nomoreroots).

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FIRST STEPS01 To prepare for an influx of guests and capitalize on your reopen rush:

• Communicate your opening date and new hours through all avenues ie: website, social media, email/text blast, and through staff encouraging them to post on their own pages

• Stagger pre-bookings between 4-8 weeks to spread future bookings and resume normal scheduling. Consider offering promotions if guests pre-book multiple appointments.

• Design pre-booking specials for guests (example: a one-time percentage off services and/or products for 6, 9 or 12 months)

• Conduct video consultations a week prior to reopening to maximize face to face time. Prompt your service providers to communicate any and all current promotions for easier booking.

STEP 3: RECOVERYour salon is open and now it’s time for what you do best: providing luxurious, thoughtful, and quality service to your guests.

SERVICE: CUT03 • Attract and incentivize guests with a complimentary Shine Service with each haircut.

• Offer a haircut series (example: buy 3 haircuts today and receive a complimentary trial size trio-shampoo, conditioner and style product).

SERVICE: COLOR02 Hair color services will quickly drive revenue. Capitalize on this opportunity by:

• Getting more hair color guests in the chair. Book shorter, easier color applications like color retouches, color balancing, and glosses.

• Setting up a “Retouch Bar” as either a salon service package or actual designation in your salon (example: For $65, your guests can receive a color touch-up and their choice of Damage Remedy Daily Hair Repair, Nutriplenish™ Leave-In Conditioner, or Color Conserve Leave-in.

• Challenging your stylists to Project The Day. Invite guests to add-on additional services and treatments (open resource: Add-On Menu).

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SERVICE: SPA04 • Create a series special that will guarantee fast cash up front (example: Buy 4 spa services get 1

free) • Design a gift with purchase offer (example: Purchase a spa service of $75 or more and receive

a complimentary service or product). • Execute a call campaign from top spa guest list and call each customer for VIP booking (see

resource: VIP Spa Customer Call Campaign)

SERVICE: VOMOR05 Reach out to your Vomor guests and inquire about maintenance. Do they have an appointment

already scheduled? Would they like to move it up?

To maximize in-salon time:• Consider booking removal with a lower level stylist or intern who has more open time• If scheduling is an issue offer a quick removal only appointment (with a lower level stylist) until

they can come in for the full color and Vomor service• Ask stylists to open an extra day just for their Vomor guests and give them a partner/assistant

to book aggressively

To increase revenue:• Offer bundled service and retail. Example: Free removal and complimentary Nutriplenish™

Leave-In Conditioner (a great, at home, daily treatment to keep Vomor feeling and looking great!) with re-application.

Our compass has always provided our direction through growth, integrity, contribution, relationship and self-care (love). Today we are supporting our communities and network with the following: • Preparation and planning guidelines from our Neill Emergency Readiness Team, activated over

45 days ago• Distance learning activated throughout all 17 Aveda Arts & Sciences Institutes with 92%

student participation ensuring staffing readiness for the network• Paris Parker Salon & Spa provided 13,000 pairs of protective gloves to Ochsner Medical Center

in the New Orleans metro area• All Neill and Neill Fulfillment terms payments automatically deferred for the month of April• Neill Recovery Product Packages available • Free daily virtual education for stylist engagement – introducing HomeSchooled• Neill shareholders forgoing salary

EVERYONE MATTERS.EVERYTHING MATTERS.HERE’S HOW NEILL IS GIVING BACK

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AVEDA PUREPROGoogle My Business How To Resources by Aveda Pure Pro A

Google My Business How To Resources by Aveda Pure Pro B

Aveda A-Commerce Deep Link (Concept & Lifestyle Locations)

SALONBIZSalon Biz User Guides: Inventory adjustment

Salon Biz User Guides: Inventory count

Salon Biz User Guides: Merging guests

Salon Biz User Guides: PriceBook (mins/maxes)

STRATEGIES.COMSalon/Spa Coronavirus Resource Links

Salon/Spa Checklist for Pausing Operations Due to Coronavirus

FINANCIALRESOURCES

ADDITIONAL TOOLSSBA.gov COVID-19 Small Business Guidance & Loan Resources Opportunity Fund - Assistance for Small Business Owners Affected by COVID-19

PBA COVID-19 Relief Fund

Paycheck Protection Program - US Chamber

OPERATIONSRESOURCES

QNITY VIDEOS PRESENTED BY TOM KUHN8 tips to navigate small business finances Updates for small businesses (sick leave,SBA financing, and more) Resources for Small Businesses to find money,helping employees, and keeping your business going Payroll Protection Program

Tom Kuhn is CEO/Founder of Qnity, Inc; a training and consulting firm known for it’s simple, visual and human centered approach to impact

growth, leadership, profit, engagement and execution. Qnity’s proprietary training and tools have been used in salons and spas of all sizes, as well as Fortune 500 companies, such as J.P. Morgan/Chase, Merrill and Estee Lauder and is a trusted partner of Neill. As a former CPA, Tom’s been known as a “turnaround expert” specializing in advising small businesses in times of various macro and micro crises. Today, Tom’s personal mission is to elevate the financial literacy of the salon and spa community; allowing for higher profits and a greater level of prosperity for businesses, their stakeholders and their teams.

Need financial support?Tom.Kuhn@qnityinc.com

Louie Lago has thirty years’ experience in the salon industry, with roles encompassing business operations, technical solutions, software development and real estate development. His extensive experience

in the salon industry through both his work with SalonBiz as the current president and Pacifico’s, a former Aveda distributor as Director of Operations and Technology. Louie is also the co-owner of Berenice’s Salon in Denver, Colorado for the past 17 years. Louie also served as chairman of the board for Colorado Statewide Internet Portal Authority where he was appointed by Colorado Governors Bill Ritter and John Hinkenlooper.

Need recovery consulting?Louie.Lago@salonbiz.com

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COMMUNICATION RESOURCES

BUY-LOCAL LANGUAGE FOR SOCIAL CAPTIONSDid you know products purchased from secondhand retailers can be expired, watered down or a completely different product? Support small business by buying directly from your stylist. It supports the community, the salon and your stylist.

LETTER FROM OWNER SAMPLEDear guest name,I wanted to take this time to say thank you. First, thank you for being a loyal customer of Our Salon. Thank you for your continued support. You make a difference in the lives of everyone at here and we are so grateful. As we all find ourselves in these very delicate and uncertain times I am certain of one thing…that we are a powerful team and we will come back stronger than ever.We hope to see you in the upcoming weeks/months and look forward to life getting back to normal. If there is every anything I can do for you please do not hesitate to reach out to me personally. Sincerely,

CONVERSATION POINTS FOR CALLING GUESTS TO SUPPORT THEIR PRODUCT NEEDS• I’m calling to check in and see how you and your family are doing.• We’re still checking messages and are here if there’s anything that would be helpful to you right now—creating a special care

package, replenishing your product, or answering any at-home care questions.• We’re ready to deliver to your door, ship, or bring you an order curbside.• What products can I get ready for you this week?• Have you considered adding Hand Relief travel size for your purse and full-size for your sinks at home, to protect your hands

from drying after washing and sanitizing? • We’re really thankful for your loyalty and support to our local business. It means so much right now. LEAVING A VOICEMAIL FOR CUSTOMERSHi there this is your name.I was just calling to check in and let you know we’ve been thinking of you and your family as we’ve all been impacted by COVID-19.

I also want you to know that our salon is still checking messages and is here if there’s anything that would be helpful to you right now—like creating a special care package, replenishing your product, or answering any at-home care questions.

We’re providing our guests with at-home deliveries, shipping and curbside product drop off. Just give us a call or shoot us a DM and let us know what products we can prepare for you. Remember to add Hand Relief travel size for your purse and full-size for your sinks at home, to protect your hands from drying while from washing and sanitizing. We’re really thankful for your loyalty and support to our local business. It means so much right now.

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COMMUNICATION RESOURCES cont’OWNER VIDEO TO TOP 100 GUESTSTo increase the email or text open rate have the owner hold a sign with Thanks (guest name) on it.This can be done on an iPad to save paper.

Hi guest name, I’m your name, owner of Our Salon. As one of our most loyal guests I want to personally thank you for your support. Our temporary closure during this unprecedented time has us missing the smiling faces of our clients. We look forward to seeing you back in the salon/spa as soon as possible. As always...choose happiness, be kind and stay healthy!

VIP SPA CUSTOMER CALL CAMPAIGNHi guest name, I’m your name, of Our Salon. We’ve reopened and know that you have enjoyed your facials with service provider name in the past. We would love to get you on the books as soon as possible before we see a surge. What day can I look at for you?