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Setting the Course for Business Growth

By: Maritza Rodriguez-Aouanough and Dawn MacLellan
Posted: January 30, 2012, from the February 2012 issue of Skin Inc. magazine.

All successful businesses begin with a well-structured business plan that acts as a road map to success, including a mission statement and a standard operations manual. Once the foundation for success is set, it is time to focus on establishing team goals and a strategic spa marketing plan.

Standard operating procedures manual

A standard operations manual should reflect your mission statement goals, expectations and policies. It should include all guidelines within your business, such as uniform policy, compensation plans and benefits.

Mission statement

The mission statement embodies the skin care facility’s philosophies, goals, ambitions and principles. Many companies have a mission statement that is tucked away in a business plan or a drawer. Each team member must have a clear understanding of what the business philosophy is, and work together to follow the path in order to grow the spa. Everyone on the team should also know your business creed and unique selling position.

Clear goals and expectations

Team members need to have a clear understanding as to their responsibility to the overall goal of the business. They must have a goal for retail sales, professional treatment upgrades, client retention and rebooking of appointments.

Goals and results

Depending on their overall scope and your desired timeline for achieving them, goals should be set and then evaluated monthly, weekly or daily to ensure success. Consistency is the key when setting the expectations for your team. In order for each employee to achieve the established goals, they must know where they are in relation to each goal. Daily postings are recommended, featuring encouraging and motivational thoughts.