{"id":1533,"date":"2013-07-07T04:46:50","date_gmt":"2013-07-07T02:46:50","guid":{"rendered":"http:\/\/www.spa-balance.com\/?p=1381"},"modified":"2013-07-07T04:46:50","modified_gmt":"2013-07-07T02:46:50","slug":"how-to-open-a-spa-part-4-writing-of-the-treatment-and-services-menu","status":"publish","type":"post","link":"https:\/\/www.spa-balance.com\/es\/2013\/07\/how-to-open-a-spa-part-4-writing-of-the-treatment-and-services-menu\/","title":{"rendered":"How to open a spa: Part 4 &#8211; Writing of the treatment and services menu"},"content":{"rendered":"<p><!--:en--><\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\">This month, we will continue to cover the different steps one needs to take when opening a spa from start to finish. Once you have designed and activated the <a href=\"http:\/\/www.spa-balance.com\/en\/2013\/06\/30\/como-abrir-su-spa-de-principio-a-fin-el-camino-critico\/\">Critical Path Method (CPM)<\/a> of your project, it is time to start thinking about the kinds of treatments and services you want to offer to your clients. In the following lines, we will discuss the art of writing the treatment &amp; services menu of your future spa.<\/p>\n<p style=\"text-align: justify;\"><!--:--><!--:es--><\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\">Este mes seguiremos cubriendo los diferentes pasos que uno tiene que tomar cuando se abre un spa de principio a fin. Una vez que usted haya dise\u00f1ado y activado el <a href=\"http:\/\/www.spa-balance.com\/es\/2013\/06\/30\/como-abrir-su-spa-de-principio-a-fin-el-camino-critico\/\">M\u00e9todo del Camino Cr\u00edtico<\/a> (CPM por sus siglas en ingl\u00e9s) de su proyecto, es tiempo de comenzar a pensar en el tipo de tratamientos y servicios que desea ofrecer a sus clientes. En las siguientes l\u00edneas vamos a discutir el arte de escribir la carta de tratamientos y servicios de su futuro spa.<\/p>\n<p style=\"text-align: justify;\"><!--:--><!--more--><!--:en--><\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>What is menu engineering?<\/strong><\/p>\n<p style=\"text-align: left;\">Menu engineering is the process that allows you to write the treatment &amp; services menu of your spa. If you think that choosing the different therapies, treatments and services of your spa is something simple, you are wrong. Today, menu engineering is a process based on quality and performance that brings into consideration the whole operational aspect of the spa.<\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>Best practices<\/strong><\/p>\n<p style=\"text-align: left;\">In order to elaborate an effective treatment &amp; services menu, you need to keep in mind the following set of best practices:<\/p>\n<ul style=\"text-align: left;\">\n<li><strong>Good balance <\/strong>&#8211; It is very important that you keep a good balance between the number of treatments, your planned economic revenue and the expectations of the client.<\/li>\n<li><strong>Quality <\/strong>&#8211; Instead of having a long and complicated menu, you should focus on the quality of what you are offering. It is also important to keep it simple. Having several treatments with very little difference amongst them can generate confusion among your clients.<\/li>\n<li><strong>Uniqueness<\/strong> &#8211; Your treatment menu should reflect the unique selling point of your spa\u2019s offering. It needs to show to customers the identity of your business.<\/li>\n<li><strong>Beyond profitability<\/strong> &#8211; Don&#8217;t focus only on profitability. It is a good idea to include in your menu different treatments and services that can reinforce other values of your business.<\/li>\n<li><strong>Easy to understand<\/strong> &#8211; The language of your treatment menu should be simple, clear and informative. Describing the services or the concept of your spa will increase the appeal of your treatment menu.<\/li>\n<li><strong>Avoid drastic changes<\/strong> &#8211; Don&#8217;t change your treatment menu all at once. It can have negative effects on the perceived experience of your regular customers.<\/li>\n<li><strong>Smart pricing<\/strong> &#8211; The elaboration of your treatment menu needs to be in line with your pricing strategy, which should be ideally based on the spa&#8217;s position in the market.<\/li>\n<li><strong>Innovation<\/strong> &#8211; You should try to incorporate creative packages into your treatment menu. By doing this, you will be upgrading the spa experience at your spa.<\/li>\n<\/ul>\n<div style=\"text-align: left;\"><\/div>\n<div style=\"text-align: left;\"><\/div>\n<div style=\"text-align: left;\"><\/div>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>Applying treatment menu engineering to your spa<\/strong><\/p>\n<p style=\"text-align: left;\">Applying treatment menu engineering principles to your treatment menu involves a careful analysis of your treatment and service offering as well as your customer mix. This analysis is done by taking all the treatments in your menu and dividing them into four different sections that will provide you with a clearer idea of the level of sales and the overall impact of the different treatments and services in your bottom line. The following are the four sections you need to use when elaborating your treatment menu:<\/p>\n<\/div>\n<ul style=\"text-align: left;\">\n<li><strong>Stars: <\/strong>The group of treatments that have low cost of sales but are strong sellers<\/li>\n<li><strong>Plow horses: <\/strong>Treatments and services with a high cost of sale but at the same time are strong sellers too<\/li>\n<li><strong>Puzzles: <\/strong>Treatments where the demand is not too strong but where the cost of sale is also low<\/li>\n<li><strong>Dogs: <\/strong>These are your high cost of sale treatments that sell poorly<\/li>\n<\/ul>\n<p style=\"text-align: left;\">By knowing your customer mix and what kinds of treatments they demand or are likely to buy in your spa, you will be able to implement a solid treatment menu. You should also keep in mind the importance of linking your treatment menu to a coherent pricing and revenue management strategy.<\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>A comprehensive process<\/strong><\/p>\n<p style=\"text-align: left;\">The writing of a treatment &amp; services menu should be considered an art as many details need to be taken into consideration. It is not simply choosing the text and treatments that your chosen product house partners offer and bundling them together into a treatment menu. Other important factors need to be taken into consideration, such as:<\/p>\n<ul style=\"text-align: left;\">\n<li>Your target market and customer segmentation,<\/li>\n<li>The kind of treatments they tend to buy,<\/li>\n<li>Their perceived value and acceptable price point of your treatments,<\/li>\n<li>The profit margin of each of your treatments<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\">As we have seen, there is a comprehensive thinking process behind a solid treatment &amp; services menu. If you are capable of putting together a menu that brings into consideration everything we have mentioned in this post, your future spa will have a solid foundation to potentially flourish.<\/p>\n<p><!--:--><!--:es--><\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>\u00bfQu\u00e9 es la ingenier\u00eda de la carta de tratamientos?<\/strong><\/p>\n<p style=\"text-align: left;\">La ingenier\u00eda de la carta de tratamientos es el proceso que le permite poner por escrito la carta de tratamientos y servicios de su spa. Si usted piensa que la elecci\u00f3n de las diferentes terapias, tratamientos y servicios de su spa es algo simple, est\u00e1 equivocado. Hoy en d\u00eda, la ingenier\u00eda de la carta de tratamientos es un proceso basado en la calidad y el rendimiento que tiene en cuenta todo el aspecto operativo del spa.<\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>Pr\u00e1cticas a seguir<\/strong><\/p>\n<p style=\"text-align: left;\">Para elaborar una carta de tratamientos y servicios eficaz es necesario tener en cuenta el siguiente conjunto de pr\u00e1cticas:<\/p>\n<ul style=\"text-align: left;\">\n<li><strong>Buen equilibrio<\/strong> &#8211; Es muy importante que usted mantenga un buen equilibrio entre el n\u00famero de tratamientos, su ingreso econ\u00f3mico planificado y las expectativas del cliente.<\/li>\n<li><strong>Calidad <\/strong>&#8211; En vez de tener una carta de tratamientos larga y complicada, usted debe centrarse en la calidad de lo que est\u00e1 ofreciendo. Tambi\u00e9n es importante que mantenga las cosas simples. Tener distintos tratamientos con muy poca diferencia entre ellos puede generar confusi\u00f3n entre sus clientes.<\/li>\n<li><strong>Singularidad<\/strong> &#8211; La carta de tratamientos debe reflejar el argumento \u00fanico de venta de la oferta de su spa. Esta debe mostrar a los clientes la identidad de su negocio.<\/li>\n<li><strong>M\u00e1s all\u00e1 de la rentabilidad<\/strong> &#8211; No se centre s\u00f3lo en la rentabilidad. Es aconsejable incluir en su carta diferentes tratamientos y servicios que pueden reforzar otros valores de su empresa.<\/li>\n<li><strong>F\u00e1cil de entender <\/strong>&#8211; El lenguaje de su carta de tratamientos debe ser simple, claro e informativo. Una descripci\u00f3n de los servicios o del concepto del spa aumentar\u00e1 el atractivo de su carta de tratamientos.<\/li>\n<li><strong>Evite los cambios dr\u00e1sticos<\/strong> &#8211; No cambie su carta de tratamientos a la vez. Esto podr\u00eda tener efectos negativos en la experiencia percibida por sus clientes habituales.<\/li>\n<li><strong>Pol\u00edtica de precios inteligente<\/strong> &#8211; La elaboraci\u00f3n de su carta de tratamientos debe estar en l\u00ednea con su estrategia de precios, la cual a su vez deber\u00eda estar idealmente basada en la posici\u00f3n que su spa tiene en el mercado.<\/li>\n<li><strong>Innovaci\u00f3n <\/strong>&#8211; Usted deber\u00eda tratar de incorporar paquetes creativos en su carta de tratamientos. De esta manera, le proporcionar\u00e1 un mayor valor a la experiencia spa dentro de su negocio.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>Utilizando la ingenier\u00eda de la carta de tratamientos en su spa<\/strong><\/p>\n<p style=\"text-align: left;\"><strong> <\/strong>La aplicaci\u00f3n de los principios de ingenier\u00eda de la carta de tratamientos en su carta de tratamientos incluye un an\u00e1lisis cuidadoso de su oferta de servicios y su mezcla de clientes. Este an\u00e1lisis se lleva a cabo tomando todos los tratamientos de su carta y dividi\u00e9ndolos en cuatro secciones diferentes que le proporcionar\u00e1n una idea m\u00e1s clara sobre el nivel de ventas y el impacto global que los distintos tratamientos y servicios tienen en su cuenta de resultados. Las siguientes son las cuatro secciones que usted necesita usar a la hora de elaborar su carta de tratamientos:<\/p>\n<ul style=\"text-align: left;\">\n<li><strong>Estrellas <\/strong><em>(stars)<\/em>: El grupo de tratamientos que tienen un bajo coste y una venta alta.<\/li>\n<li><strong>Caballos de arado<\/strong> <em>(plow horses)<\/em>: Tratamientos y servicios con un alto coste pero cuyo nivel de ventas es alto.<\/li>\n<li><strong>Rompecabezas <\/strong><em>(puzzles)<\/em>: Tratamientos cuyo coste y nivel de venta son bajos.<\/li>\n<li><strong>Perros<\/strong> <em>(dogs)<\/em>: Estos representan aquellos tratamientos con un coste elevado y un nivel de venta bajo.<\/li>\n<\/ul>\n<p style=\"text-align: left;\">Conociendo su mezcla de clientes y el tipo de tratamientos que exigen o que pueden llegar a comprar en su spa, usted ser\u00e1 capaz de implementar una carta de tratamientos s\u00f3lida. Debe tambi\u00e9n tener en cuenta la importancia de vincular su carta de tratamientos a una estrategia coherente de precios y rendimiento.<\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>Un proceso integral<\/strong><\/p>\n<p style=\"text-align: left;\">La elaboraci\u00f3n de una carta de tratamientos y servicios deber\u00eda ser considerada un arte ya que son muchos los detalles que se deben tener en cuenta. No se trata simplemente de elegir y meter en una carta de tratamientos el texto y los tratamientos que ofrecen las casas de productos que usted ha elegido. Otros factores importantes que deben ser tomados en consideraci\u00f3n incluyen los siguientes:<\/p>\n<ul style=\"text-align: left;\">\n<li>El mercado al que apunta y la segmentaci\u00f3n de clientes,<\/li>\n<li>El tipo de tratamientos que estos tienden a comprar,<\/li>\n<li>Su valor percibido y el precio aceptable de sus tratamientos,<\/li>\n<li>El margen de beneficio de cada uno de sus tratamientos<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\">Como hemos visto, hay un proceso integral de pensamiento detr\u00e1s de una s\u00f3lida carta de tratamientos &#038; servicios. Si usted es capaz de construir una carta que tenga en cuenta todo lo que hemos mencionado en este art\u00edculo, su futuro spa tendr\u00e1 una base s\u00f3lida que le dar\u00e1 el potencial de prosperar.<\/p>\n<p><!--:--><\/p>","protected":false},"excerpt":{"rendered":"<p>&nbsp; This month, we will continue to cover the different steps one needs to take when opening a spa from start to finish. Once you have designed and activated the Critical Path Method (CPM) of your project, it is time to start thinking about the kinds of treatments and services you want to offer to [&hellip;]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[445],"tags":[32,316,161,37,38],"class_list":["post-1533","post","type-post","status-publish","format-standard","hentry","category-pre-openings-spa-set-ups","tag-carta-de-tratamientos","tag-ingenieria-de-la-carta-de-tratamientos","tag-menu-engineering","tag-treatment-menu","tag-treatment-menu-engineering"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to open a spa: Part 4 - Writing of the treatment and services menu &#8212; Spa Balance<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.spa-balance.com\/es\/2013\/07\/how-to-open-a-spa-part-4-writing-of-the-treatment-and-services-menu\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to open a spa: Part 4 - Writing of the treatment and services menu &#8212; Spa Balance\" \/>\n<meta property=\"og:description\" content=\"&nbsp; This month, we will continue to cover the different steps one needs to take when opening a spa from start to finish. 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