The demand for aesthetic practitioners and services is at an all-time high – and if you can position yourself as an expert in the field and as a reputable, trustworthy provider of some of the most popular treatments out there, then the potential for high profits is immense.
But as is always the case, no matter the industry, sector, or opportunity for high returns, setting up a business is tough – and the journey will be filled with ups and downs.
Here at Skinoza Academy, we arm new and upcoming practitioners with the tools they need to not only hone and perfect their craft but build a business that supports their livelihood and lets them turn their passion into profit.
Here are some of the tips that we share with students, around how to start a profitable and successful aesthetic business.
Know your USP
A USP is what makes your business stand out. It informs your marketing, it helps you to carve out a space for yourself in the market, and it allows customers and clients to differentiate you from your competition.
Best of all, in the modern world where experience is as much a part of the buyer process as the treatment and results themselves, this USP could come in any format – the more creative the better.
Remember, your clients want to feel like you can not only solve their problems, but that you also understand and genuinely relate to them. This is what will make you their go-to aesthetics clinic.
What is your goal?
There is so much you have to think about when starting a new business – from insurance to marketing, operating within regulations and legislation, finding the perfect premises and home for your business, and nurturing your client base for repeat custom.
Before you start thinking about any of this, however, you need to know why you are doing what you’re doing. What motivates you? What is your goal? Where do you want your business to be in 5, 10, and 15 years? Knowing where you are going and what your goals are will help you to define and inform the next steps of growth and expansion – both in location, team size, and treatments on offer.
Consider your target customer
Your ideal or target customer will dictate the kind of treatments that you specialise in, the kind of marketing you do, and even the platforms that you are most active on.
Whether you specialise in anti-aging Botox treatments, or in fillers and other aesthetic treatments, knowing who you want to target will help you to further refine that USP we touched on earlier.
Are you appealing to your local audience?
As is the case with any physical service offering, your most valuable customers are those local to you. That’s why, when it comes to marketing, it is as important to serve your local community as it is to build a global online following – with targeted Google My Business marketing ads and community postings integral to building a name for yourself among your captive audience.
Some of things you can do include joining local community groups on social media, offering treatments at a reduced rate during the weekdays to entice stay at home parents, and establishing yourself as an active member of the local area.
Don’t try and do every at once
One of the biggest and most important tips is also the simplest – don’t try and do everything at once. Starting a new business is a big deal, and you should take care to focus on one step at a time rather than throwing everything you have at every little detail in one go.
Start with building a client base, using various online and offline touchpoints to garner interest and to ensure that there is demand for your services in your chosen area. Launching a new business when you already have interest will help you to create and build a successful launch event – which will in turn get people talking about you and your business and help to drive custom in those crucial early weeks and months.
Building a business is rife with challenges – but you don’t have to do it on your own. Skinoza Academy offers courses and training for every corner of the aesthetic business market – from treatment training to business skills development and more. Visit our website for more information on what we offer.