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In matters related to personal services, innovation and a well-designed concept are the key to a successful business. The spa industry is no exception. Many times spas are built without taking into consideration the importance of creating a robust and clear concept. In fact, in majority of the cases, the spa concept is actually developed after the spa has been built! Hence most spa businesses fail during the first few years of operation.<\/p>\n
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En materia de servicios personales, la innovaci\u00f3n y un buen dise\u00f1o de concepto son claves para un negocio exitoso. La industria del spa no es la excepci\u00f3n. A menudo se abren spas\u00a0 sin tener en consideraci\u00f3n lo importante que es tener un concepto claro y robusto. De hecho, en la mayor\u00eda de los casos, el concepto del spa se desarrolla despu\u00e9s de haber construido el spa. Por esta raz\u00f3n, gran parte de los negocios de spa fracasan durante sus primeros a\u00f1os de actividad.<\/p>\n
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During the next 2 weeks, we will be looking at a few points we can learn from more developed industries on how to create a strong, coherent and successful spa concept.\u00a0 This week, we will be looking at the basic steps one needs to take in order to convert their ideas about their future spa into a financially sound concept.<\/p>\n
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Clarity and coherence in concept<\/strong><\/p>\n Drawing from an article written for the restaurant industry by Devra Gartenstein from Demand Media, the kind of therapies and services that your spa offers has to be the guideline behind the whole concept: decoration, atmosphere, lighting and staff uniforms. If a spa specializes in Thai massage, the venue will be much more attractive if it conveys a consistent atmosphere: a cup of the traditional “cha-yen” tea and a Thai therapist could make a difference.<\/p>\n For this reason, it is truly important that the service menu has a clear direction, based on the techniques that you specialize in, in order to further emphasize the general concept of your spa.<\/p>\n A business with a clear and consistent concept will not only attract clients who search for specific therapies, but also those who are looking for an authentic atmosphere.<\/p>\n <\/p>\n Use of appropriate equipment, and not necessarily the newest<\/strong><\/p>\n Many times, the idea that the newest equipment with the latest technological advances will bring in more customers ends up being counterproductive. Before introducing equipment that can be quite costly, it is worth determining if our market really knows and wants this particular service, and if the demand will cover its cost.<\/p>\n Another aspect to take into account is the concept of your spa, which must be a clear indicator when choosing new equipment: new technologies could clash with a traditional zen spa, and be rather confusing for your clients.<\/p>\n New equipment must support the therapies and services you offer. It must be chosen carefully, weighing its profitability and the expectations of your target market.<\/p>\n <\/p>\n Smart pricing strategy<\/strong><\/p>\n One of the most challenging aspects in the spa industry is finding the right pricing strategy for your spa. Although profit margins are fundamental, it is necessary to consider the spending power of your target audience as well as the competition\u2019s prices in your area.<\/p>\n Overpricing your spa\u2019s treatments and services will not necessarily attract clients who have a greater spending power. An smart pricing strategy implies knowing the needs of your clients, and offering special services at higher prices while at the same time offering your \u201cbread and butter\u201d treatments at competitive prices.<\/p>\n <\/p>\n Effective cost control<\/strong><\/p>\n The importance of implementing a tight cost control system cannot be underestimated. Not all treatments cost the same or yield the same profit margins. Before introducing a new treatment in your menu, it is important to do several trials in order to get the real cost of that service. This will allow you to take into consideration and unforeseen costs that could escalate thereby making the particular treatment less profitable than initially thought.<\/p>\n <\/p>\n A Unique selling proposition<\/strong><\/p>\n Before defining a concept for your spa, it is necessary to explore the services that other similar local businesses are offering. Although your area of specialisation is fundamental, a saturated market could play against you. Offering unique therapies and customized treatments that take advantage of market niches that have not been taken into account yet, is an excellent way to stand out.<\/p>\n As in all businesses, relying on exclusive techniques, qualified therapists and unique products are ways that can differentiate a spa from its competitors. However, the most important factor is to ensure that your clients identify your concept as a special and different experience.<\/p>\n Once you have your ideas of your new spa well thought out, it is important to ensure that you keep your concept simple, clear and authentic. Next week we will be looking at a few more dos and don\u2019ts that we can learn from more mature industries when it comes to concept development.<\/p>\n <\/p>\n En las pr\u00f3ximas 2 semanas, veremos algunos aspectos que podemos aprender de industrias m\u00e1s desarrolladas para crear un concepto de spa fuerte, coherente y exitoso. Esta semana, hablaremos sobre los pasos b\u00e1sicos que se deben tomar para convertir las ideas de su futuro spa en un concepto s\u00f3lido y viable.<\/p>\n <\/p>\n Un concepto claro y coherente<\/strong><\/p>\n Partiendo de un art\u00edculo escrito para la industria de la restauraci\u00f3n por Devra Gartenstein de Demand Media, el tipo de terapias y servicios que ofrece su spa debe ser la l\u00ednea directriz de todo el concepto: decoraci\u00f3n, ambientaci\u00f3n, iluminaci\u00f3n y uniformes del personal. Si un spa se especializa en masajes tailandeses, el lugar ser\u00e1 mucho m\u00e1s atractivo si logra transmitir efectivamente una atm\u00f3sfera coherente: una taza de t\u00edpico t\u00e9 “cha-yen” y un terapeuta Tailand\u00e9s podr\u00edan hacer la diferencia.<\/p>\n Por esta raz\u00f3n, es importante que el men\u00fa de tratamientos tenga una orientaci\u00f3n clara, basada en las t\u00e9cnicas de su \u00e1rea de especializaci\u00f3n, que determinar\u00e1 el concepto general de su spa.<\/p>\n Un negocio con un concepto claro y coherente no s\u00f3lo invitar\u00e1 a clientes que buscan terapias espec\u00edficas, sino tambi\u00e9n a nuevos clientes atra\u00eddos por una atm\u00f3sfera confiable.<\/p>\n <\/p>\n Un equipo pertinente, y no necesariamente el m\u00e1s novedoso<\/strong><\/p>\n Muchas veces, la idea de que los equipamientos de \u00faltima tecnolog\u00eda atraer\u00e1n m\u00e1s clientes por s\u00ed mismos resulta contraproducente. Antes de introducir un aparato cuyo costo podr\u00eda ser muy elevado, vale la pena determinar si nuestro mercado verdaderamente conoce y solicita este servicio en particular, y si esta demanda amortizar\u00e1 su costo.<\/p>\n Otro punto a tomar en cuenta es el concepto del spa, que debe ser un claro indicador en el momento de elegir un nuevo equipo: las novedades tecnol\u00f3gicas podr\u00edan no encajar bien con un spa zen tradicional, y resultar desconcertante para los clientes.<\/p>\n Un equipo nuevo debe ser un factor de apoyo para las terapias y los servicios ofertados. Debe ser elegido con precauci\u00f3n, evaluando su rentabilidad y las expectativas del mercado objetivo.<\/p>\n <\/p>\n Una estrategia de precios inteligente<\/strong><\/p>\n Encontrar la estrategia de precios adecuada para un spa resulta uno de los aspectos m\u00e1s complejos de la industria. Si bien el margen de ganancias es fundamental, es necesario tomar en cuenta el poder adquisitivo del p\u00fablico objetivo y los precios de la competencia de la zona.<\/p>\n Fijar precios excesivos en las terapias y servicios de un spa no necesariamente atraer\u00e1 clientes con mayor poder adquisitivo. Una estrategia de precios inteligente implica conocer las necesidades de los clientes, y ofrecer tanto servicios especiales a costos superiores, como terapias cl\u00e1sicas a precios competitivos.<\/p>\n <\/p>\n Un control de costos efectivo<\/strong><\/p>\n No se debe subestimar la importancia de implementar un sistema s\u00f3lido de control de costos. No todos los tratamientos cuestan lo mismo ni brindan los mismos m\u00e1rgenes de ganancia. Antes de introducir un tratamiento nuevo en el men\u00fa, es importante realizar una cantidad de pruebas suficientes para obtener el costo real de ese servicio. Esto permitir\u00e1 considerar cualquier coste imprevisto que pudiera aumentar, y resultar en un tratamiento menos rentable de lo que se pensaba.<\/p>\n <\/p>\n Una propuesta servicios \u00fanica<\/strong><\/p>\n Antes de definir un concepto para el spa, es necesario explorar los servicios que ofrecen otros negocios similares en la zona. Aunque el \u00e1rea de especializaci\u00f3n es fundamental, la saturaci\u00f3n del mercado podr\u00eda jugar en contra. Ofertar terapias \u00fanicas y tratamientos personalizados que aprovechen los nichos de mercado que a\u00fan no han sido tomados en cuenta, es una excelente opci\u00f3n para diferenciarse.<\/p>\n Al igual que en otras industrias, contar con t\u00e9cnicas exclusivas, terapeutas calificados y productos \u00fanicos, son estrategias que pueden distinguir a un spa de sus competidores. Sin embargo, el factor m\u00e1s importante es asegurarse que los clientes identifiquen el concepto como una experiencia especial y diferente.<\/p>\n Una vez que se haya desarrollado plenamente la idea del nuevo spa, es importante que el concepto se mantenga sencillo, claro y aut\u00e9ntico. La pr\u00f3xima semana profundizaremos sobre qu\u00e9 hacer y qu\u00e9 no hacer, y sobre qu\u00e9 podemos aprender de industrias m\u00e1s maduras en cuanto al desarrollo de un concepto de negocio.<\/p>\n <\/p>","protected":false},"excerpt":{"rendered":" In matters related to personal services, innovation and a well-designed concept are the key to a successful business. The spa industry is no exception. Many times spas are built without taking into consideration the importance of creating a robust and clear concept. 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