beginners guide - ozone steam saunas & ozone therapy€¦ · beginners guide to starting or...

Beginners Guide to Starting or Expanding your Spa 1

start or expand

beginners guide

Beginners Guide to Starting or Expanding your Spa2

introduction

the potential for growth

step01: the business model

step02: finance matters

step03: location

step06: your defining offering

step07: your suppliers

step08: organising the spa

step09: layout

step10: ambiance

step11: the perfect setup

step12: staff

step13: marketing

step14: Other important factors to consider

conclusion

step04: keep your enemies close

step05: revenue vs non-revenue areas

The Wellness tourism industry which involves relaxation, beauty treatments

and health maintenance is booming in sub-Saharan Africa. According to the

SRI, the Stanford Research institute, a non-profit research organisation

which publishes the Global Spa and Wellness Monitor report, the years from

2007 to 2013 saw the demand increasing some 186%.

According to South African Tourism, for the region’s spa market, South Africa, Kenya and Seychelles were the top-three countries in terms of revenues received, and South Africa, Kenya and Mauritius had the highest revenue for the region’s wellness tourist market. This involved 4.2 million wellness trips with visitors spending $3.2 billion on wellness. This was a $575-million increase over 2012.

In September 2014, according to a report released by The Global Spa & Wellness Summit the con-sumer demand for wellness services and products is at an all-time high, with the report showing that the global wellness market is now worth $3.4 trillion, making it three times larger than the $1 trillion worldwide pharmaceutical industry.

Conducted by the independent, non-profit research firm SRI International, the study confirms wellness as one of the world’s largest and fastest-growing industries. To assess the size of the industry, SRI identified and evaluated ten major wellness sectors: alternative and complementary medicine; beauty and anti-aging, fitness and mind-body, healthy eating, nutrition and weight loss; preventative and per-sonalized health; spa; thermal and mineral springs; wellness real estate; wellness tourism; and work-place wellness.

about wellness tourism



The potential for growth

Wellness sectors seeing the most significant growth since 2010 are:

Healthy eating, nutrition and weight loss (108 percent increase to $276.5 billion) Preventative

and personalized health (78 percent increase to $243 billion) Complementary and alternative

medicine (65 percent increase to $113 billion);

Beauty and anti-aging (51 percent increase to $679 billion)


Other highlights of the study include:

The spa industry grew 58 percent from $60 billion in

2007 to $94 billion in 2013, with 47 percent in-crease

in spa locations from 71,762 to 105,591.

Wellness tourism expanded to $494 billion in revenues,

rising 12.5 percent from 2012, significantly outpacing

SRI’s original growth forecast of 9 percent.

The research shows the trend in the upsurge of

revenue in the wellness industry. Particularly relevant

to Sub-Saharan Africa is the fact that South Africa

ranks as one of the three top earning countries in the

region, making this an excellent time to invest further

in your spa’s facilities and offerings or start a spa and

use specialized offerings to differentiate your business

from the competition by following the 14 steps to follow:

Beginners Guide to Starting or Expanding your Spa61.

The business model

01.step

Whether you are looking to expand your current spa business or to start up a spa offering, weigh up the pros and cons of each business model, taking into account your current budget and also the service that you wish to provide. Choose your business model from the following:

7Beginners Guide to Starting or Expanding your Spa

Franchise Operations:

Enter into an existing infrastructure and expertise of an

established business (and reputation).

Purchase Existing Business:

The advantage here is the established infrastructure

such as plumbing, electrical outlets and fixtures such as

treatment tables and reception desk. In-depth research

is needed to assess the business’s reputation, reason for

selling and commercial viability.

Independent Owner:

Establish your own spa with your own money, bank loan or

money from investors

Beginners Guide to Starting or Expanding your Spa8A.

02.step

Finance Professional Advice

matters


Together with an accountant or financial expert analyse the costs and potential income

to ensure profitability of your venture. If it is an existing business, review the products and

services to see how they need to be revamped.

Get advice regarding personal insurance and finance related matters

such as VAT registrations.

Find out regulations regarding a business license and required permits. Ask your health

department about a pre-opening inspection.

Get advice regarding personal insurance and finance related matters such as VAT registrations.


03.stepWhether you are buying, leasing or building, it is important to have a convenient and visible location. This will encourage foot traffic and draw attention to your offering, especially if the building is easily accessed via main roads and there is space for ample parking for your clientele. Ensure that all zoning is in place and you have written approval before committing to signing a lease or purchasing the property

Location


04.step

Keep your enemies close

It is important to know what your competition is offering so that you can differentiate your services. Research your regional spa competitors from either your city or the surrounding areas by discreet visits where you can observe the spa’s décor and overall customer service practices. Take note of aspects such as service menus as a foundation to enhancing your own offerings and treatments.


Revenue vs non-revenue areas

05.step


The space of a spa can be divided into 2 areas: one is revenue producing space

include treatment rooms, reception and retail area, manicure and pedicure

areas and the hair salon if this is included in your offering;

the other is non-revenue producing space. This includes relaxation rooms,

change rooms, hallways, bathrooms, laundry rooms, offices and storage areas.

It is important to allocate both areas in the right ratio and a safe allocation

is 75:25 or 80:20 for revenue producing space and non-revenue producing

space, respectively.

In terms of position for your manager’s office, this is best kept near

the reception area, enabling her to see what is happening in front. Any

consultation, either with a client or staff member can also be done in the

noisier front area, rather than the quiet of the treatment area of the spa.

Additional revenue can be garnered from retail sales, beverages and food.


06.

Your Defining offerings

step

Create a spa services menu tailored to meet the needs of your

regional target market. Include a wide range of professionally

applied facials and scrub treatments, available in other spas,

but make sure that your offering includes a special signature

application such as a treatment which enhances their overall

health or sense of well-being. It is also important to note what

qualifies you as a spa. For instance you need to have at least 1

water treatment therapy.


SpecializationInclude the offering of several massage modalities and body-enhancing

treatments as part of your differentiating offering, especially those unfilled

by other day spas.

The need to provide unique offerings has given rise to specialized services

which provide new products, advanced technology and cutting edge

techniques which enhance both beauty and overall well-being.

Unique signature treatments such as Ozone Steam Therapy ensure that

you differentiate your service offering from competitors. Ozone therapy

is a revolutionary alternative medical and beauty treatment and is being

practiced in over 20 countries around the world such as Germany, Italy,

France, Japan, Spain and South Africa. The therapy focuses on getting

more oxygen into our bodies which result in various improved conditions

such as softer and healthier skin, improved sleeping patterns, reduction in

cellulite as well as numerous health benefits. Due to the steam in the sauna,

this also qualifies as a water treatment modality, without having to build

expensive showers and do costly installations


Your Suppliers

07.step

Spa products, fixtures and equipment such as facial steamers and

massage tables need to be ordered via a supplier. Specialty shower

and sauna equipment can also be ordered if this is going to be part of

your spa service offering. Suppliers may offer support to help blend the

fixtures into your spa’s environment. Suppliers may offer additional

support as part of their service, as in the case with the Ozone Saunas

bought from Salvagente, where they offer free Business Support

Benefits to help you become successful faster.

Suppliers may offer support to help blend the fixturs into yr spa’s environment


Your Suppliers

07.

08.step

Organising the spa

All areas of the spa contribute to the décor theme and the overall ambiance experienced. Use your reception area to display beautiful welcoming flower arrangements. Treatment rooms must be clean and organised, creating a professional, inviting facility.Budget allowing, schedule a maid and laundry service on a regular basis, and have them tidy up after each client. If budget needs to be considered, then team members can rotate turns in tidying up. Treatment rooms should be immaculate with fresh sheets and towels for each new client. Hygiene must be further facilitated by using disposable gowns, head coverings and chair liners.It is also advisable to work with an interior designer in order to create a colour scheme that is conducive to soothing environment offered by a spa.


Layout

09.step

Depending on the extent of your expansion or your level of

experience with spas you will either need to engage the services of

an architect or a draftsperson to draw up plans for the spa, and then

hire a builder for the construction or alterations.

The spa area is divided up into different rooms used either as

changing and showering facilities, treatment rooms, consultation

rooms (for discussing treatment options and post-treatment

care) and other spa offerings. Additional areas include space for

locker rooms, relaxation areas (one for guests and one for staff),

dispensary, utility room and proper corridors to provide access to all

the different rooms.

Other layout aspects to consider are the separate treatment rooms

for wet and dry services. Allowance also needs to be made for

air conditioner and also access to hot and cold water so that the

technician can mix dry products or dampen towels during treatment

without leaving the room.


Layout

09. AmbianceBefore you build your spa, research the demographics and psychographics of your target

clientele and understand what services they want. Identify the features that will attract

these clients and drive the design process.

Décor plays an essential role in creating the perfect ambiance which directly impacts on your client’s

experience. Lighting, colour, textures all play an important role in setting up your spa theme.

For more inspiration on spa décor, please visit https://www.pinterest.com/explore/

spa-room-decor. Your spa room may require additional electrical and plumbing needs,

floors may need to be reinforced, ventilation and exhaust fans may need to be installed and

permits may need to be filed.

Finally, the treatment room should have its own sound system, providing relaxing music to

create a sense of peace and well-being for the client.

Music volume and selection, together with temperature and lighting should be adjustable

according to the needs of each client. Additionally lights need to have a dimmer switch and

only turned fully on to render cleaning services before and after a client is in the room. Create

space, design and finishes which are pleasing for both male and female clients.

10.step

http://www.pinterest.com/explore/spa-room-decor

http://www.pinterest.com/explore/spa-room-decor


11.stepProvide hooks and a chair so clients can store any belongings they may have brought in with them. Use a treatment bed which offers features which add to the experience of comfort such as adjustable height, removable headrest, adjustable foot and headrest, and electric control.

As your client often faces the ceiling, this part of the room must also be considered. Using colours of blue or green tones facilitate further relaxation during a treatment.

The perfect setup


12.stepStaff

If you are looking to expand your current staff or need professionals for the services you are intending to offer, it is best to hire people who are competent and charming as they will breathe life into your business. Ask community college cosmetology instructors to recommend their students. Look for professionals who have a clientele matching your spa’s target market. Find out about insurances needed to cover your staff’s services.

Keep your staff updated on current product or service trends by attending trade shows.


Marketing

13.step


Develop a brand image through your logo, profiling your company and its offerings and

advertising your spa in the local press and relevant magazines.

Create a menu of treatments and pricing, with a design in keeping with your brand. Contact

a sign-making company for building signage for the outside of your spa, providing insight into

the theme of your spa, inviting people to come in and take a closer look at your offerings.

Host a luxury-filled grand opening. Customers can be introduced to your spa experience by

special sample gifts and discount opening pricing packages. Hosting a competition is a great

way to collect names for a database which you can later use as your mailing list. Key spa

experts can speak on various topics such as how to look after your skin or how to de-stress.

The opening can be advertised in the local newspapers and in relevant lifestyle magazines.

Tasteful invitations can also be placed at non-competing pharmacies, fitness centres,

upmarket clothing stores, and hair or nail salons.

Creating a website or online presence through social media is critical to increase visibility.

Salvagente offers a free website listing of their clients who offer ozone therapy to the public,

as well as exposure on social media channels and in publications.


14.step

Software programmes for bookings, staff records and stock monitoring.

Equipment repair or replacement. Employee training, marketing, printing costs for new treatment menus, facility updates in equipment for new services, Signage if you change the name. License fees, Business license fees and establishing vendor accounts

Other important factors to consider


Opening a spa is challenging and hard work.

It is also rewarding, seeing your idea blossoming into a

business and providing a service which uplifts the

lives of others.

We wish you all the bst on your journey.

To learn more about Salvagente

and the products, services and/or

Business Support Benefits we offer

mailto:info%40salvagente.co.za?subject=

beginners guide - ozone steam saunas & ozone therapy€¦ · beginners guide to starting or...

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