HEAL
SUSIE SANTIAGO
TH CLUB SP
FOUNDER, THE SANTI PROGRAMME
PLANNING PROCESS
Gather fi nancial information from the
.COM
past year, compare with the current
T
O
year and then begin to forecast next year’s fi nancial picture.
A
Set aside time to work out what you want to achieve – leave
OCKPHO
the business entirely for a day or two to think and plan.
©IST
You really need to start this towards the end of Q3 each Signature treatments give your spa a USP
year – if you wait until the new year, you’ve lost half the
fi rst quarter’s sales before you know it. Also diarise regular
BRIAN MORRIS
follow-ups out throughout the year to think, plan and
CEO, ASPRIA
execute your strategies. You can’t run your business from
the treatment room, treadmill or behind the stylist chair –
you need to get away from the business on a regular basis. RESEARCH
KEEP TRACK Spa areas are normally expensive to
Regularly track your business performance: once a month is develop and operate. Done properly,
not enough. It’s critical to look at the fi nancials and training they can add value to a health club proposition and positive
statistics every day. Create a format so you can see patterns yield to revenue streams. But approached half-heartedly,
of trading daily, building up to a weekly picture. Analyse the without adequate research and attention to detail, and you’re
peaks and troughs, ask intelligent questions about why and better off saving your money or investing in something else.
how the business is performing in certain ways – and then Before you start, thoroughly research your market, as
take rapid action to correct the course. this is where many of the most expensive mistakes are
Compile your completed P&L and balance sheet from the made. Be cautious with regard to your business plan – it’s
previous month’s trading by the 10th of the current month, extremely easy to err on the side of optimism on paper.
so you can review it and still have 20 days left each month Employ the services of a professional marketing advisor.
to make adjustments and reach fi nancial targets. RECRUITMENT
STAFF BUY-IN Finding the right team is a lot harder than it looks and will
On a daily basis, and for all your spa sites, measure the almost certainly involve a combination of employed and self-
average spend on services and retail, as well as the percentage employed. The recruitment process should be started early.
of retail to services sales – operators should aim for this to VISIT DURATION & FREQUENCY
be 50 per cent (ie if you sell a treatment for £100, you should There must be variety in the offering – good design is
sell the client £50-worth of products afterwards) as this is important, but not enough on its own. Is the proposed ‘spa’
where the real money is made. Also look at what percentage really just a collection of treatment rooms? If so, there will
of customers re-book, and how quickly they return. Discuss be little reason to expect longer stays by guests.
all these measures with your staff, giving praise when due and Spa users may well be interested in becoming spa members,
coaching when needed. Agree ways forward and get your but be realistic in your budgeting: few people are really that
staff’s commitment to build the business with you daily. interested in regular spa visits if each visit appears expensive.
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