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pure experience

Business Plan
Presentation
Elysse de la Paz, Courtney Eng, Samantha Ma, and
Sherry Wang

pure experience
Experienc
e

experience

Lifestyle

Kitsilano

Women
aged 16
to 40

pure experience Business Plan Presentation

The pure return?


$80K
20% Equity

Expected
Return
32%

Return of
initial
investment 5
years

pure experience Business Plan Presentation

Positioning Map
PRICE

Absolute Spa

PURE NAIL
Kitsilano Nails BAR
ProfessioNAIL
Independent
s

QUALITY

pure experience Business Plan Presentation

The Stale Nail Salon


Experience

pure experience Business Plan Presentation

pure difference
Hip and
Chic
Sex and
the City
Gossip
and
Giggle

pure experience Business Plan Presentation

Leadership
Courtney Eng, Manager

Manager of Absolute Spa (5 years)


Assistant Manager of Eveline Charles Spa & Salon (4 years)
10 years of esthetics & cosmetic services
Bachelors degree in Spa and Resort Management
CA designation UFE gold medalist

2
Assistant
Managers

3
Estheticians

7
Nail
Technicians

3
Receptionist
s

pure experience Business Plan Presentation

Financial Summary
$1,200,000
$1,000,000
$800,000
$600,000

Revenues
Expenses
Net Income

$400,000
$200,000
$$(200,000)
2011

2012

2013

2014

2015

pure experience Business Plan Presentation

Financial Results
Returns
Real
Required
Return
22.5%
Expected
Return
32%

Pay Back
Under 5
years

General
Performanc
e
Average
Return on
Equity
after 5
years
19%

pure experience Business Plan Presentation

pure experience
Pure
Place

Pure
Pricin
g

pure experience Business Plan Presentation

Pure
Peopl
e

10

Questions
?

pure experience Business Plan Presentation

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Slide Index
Opportunity

pure experience

Financial Plan

pure experience

The Stale Nail Salon


Experience

Financial Summary

The pure return?

pure difference

Financial Results

Positioning Map

Leadership

pure experience

Marketing & HR

Operations

HR and Other

Key Success Factors

Unique Environment

Organizational
Structure

SWOT

Artwork

Personal Element

PESTE Analysis

Store Layout

Risk and Mitigation

Positioning Map Detail

Store Layout
Description

Marketing and
Branding

Location

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Key Success Factors


Fun, trendy, and social environment

Friendly & knowledgeable staff to


deliver the Pure customer
experience.

Quality services at reasonable prices.

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SWOT
Internal Strengths
Reasonable prices to attract customers.

Unique approach and competitive advantage as Pure Nail Bar offers a different

approach to nail care that is affordable but enjoyable. This differs from other
beauty/nail salons which often focus on function versus comfort.
Unique ambiance that combines unique art & furniture giving Pure Nail Bar a different

feel that appeals to a wide demographic of women from 16-40 years old.
A variety of services including usual manicure & pedicure services, and services for

children under 12 and massages for those looking for a spa-like offering.
Brand power from wide press coverage since the first location was opened in fashion

blogs, fashion magazines, etc.


Up to date promotion. ie. Twitter & Facebook.

Product offerings include current fashion trends and are communicated to customers

via Facebook, Twitter, and on-site.


Clean and sanitary environment in providing its services.

The arrangement of the stores and the seating style is conducive for socializing,

which is a key factor that is commonly noted by customers.


Shops allow customers to walk-in, which is convenient for customers as they do not

have to book far in advance to receive services.

Internal Weaknesses
High costs to start up a new location. Capital costs would need to be incurred for a

wide variety of capital items including equipment, furniture, decor, etc. All of these
items would also be acquired with the unique ambiance of the company in mind ie.
a modern and unique feel.
Challenges in finding qualified staff as there is not a large supply of nail technicians

and receptionists. These staff members must have not only the technical skill
required, but also a personal skill which allows them to be relatable to customers.
Pure Nail Bar has a relatively simple business structure, and can thus be easily

imitated by competitors.
As the focus is on providing a unique experience, the trade-off is that the speed of the

service being provided may decrease.

External Opportunities
Current trend towards hipper ways of getting mundane tasks accomplished. More

consumers are seeking to look good, at a reasonable price.


Small, trendy shopping districts and neighbourhoods are excellent locations for Pure

Nail Bar store-fronts. People consistently look for smaller, and more intimate
experiences.
Large demographic of women in their early twenties to late thirties who frequent

these establishments in order to relax, pamper themselves, and to meet their


aesthetic needs. Teenagers with disposable income (age 16+) are also interested in
getting beauty treatments at trendy places.
Although there has been a recession, cost-consciousness has been shown to have

less of an effect on beauty and cosmetics. However, those beauty services that are
offered at a reasonable price are well-received in times of economic distress.

External Threats
The idea of creating a trendy nail/beauty salon is easily imitable.

Large amount of competition from other nail salons which offer the same basic

services.
With the recession, people have become more cost conscious.

Home manicure and pedicure sets are widely available and could act as a substitute

for customers of Pure Nail Bar.


In malls, there is often a high saturation of nail salons and beauty parlours, which can

offer competition for Pure Nail Bar.


Trends of what is considered cool or not are constantly changing; thus, there is the

risk that Pure Nail Bar could fall off the map as a trendy location.

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PESTE Analysis
Political

Economic

Socio-Cultural

Technological

Main customers of manicures/pedicures are women


Trends applicable to middle-class teenagers as well as women aged 16-40
Women are looking for affordable ways to relax, and to meet their aesthetic needs
Having a healthy appearance is an important point to many womens physical and mental health
There is increased health consciousness which involves taking better care of ones body
Larger emphasis on quality of services received
There is not a heavy reliance on technology in the beauty industry
New technology is available to make salon visits more enjoyable (ex. televisions, comfier
accommodations, faster and more efficient tools for an efficient and flawless experience)
Increased communication opportunities are available for trendy businesses including Facebook &
Twitter
Point of sale technology can be used by companies in this industry to better track sales and also
demographic details of customer to better customize experiences
Scheduling and booking tools are also available electronically to improve the planning experience

Limited environmental factors and impact


Harsh chemicals used in nail polish products, and the issues associated with disposal
Animal testing in some cosmetic products

Environmental

Grants are available to the company as a small business


Health and safety regulations for running a salon are applicable
Stable political environment in Vancouver and overall in Canada, which is important for functional
beauty salons
The beauty industry is one which requires customers to have disposable income
Market crash in 2008 means more people became money-conscious. However, this has been shown
to have a minimal effect on the beauty industry as people are still willing to spend money in this area

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Location
The proposed location of the new Pure Nail Bar is at 2137 4 th Avenue West in Kitsilano,
Vancouver, British Columbia. The below image depicts the location of the new store.

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Marketing and Branding


Magazines
Fashion
Blogs
Facebook
Twitter

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Unique Environment

pure experience Business Plan Presentation

18

Artwork

Social

Luxury

Self-Image

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Store Layout
B

H
K

A
H

C
E

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Store Layout Description


Section
A
B

Description
This is a small changing room for clients receiving wax treatment
This is the storage room and employee lounge.
The storage room will hold additional supplies and tools that are used on an ongoing basis. It will also have a
basin for cleaning reusable supplies (like tubs for foot soaking), as well as a washing machine and dryer to clean
towels and linens.

C
D
E

These are the two treatment rooms used for the waxing treatments
This is the client and staff bathroom that will also be wheelchair accessible
This is the main treatment area.
These 2 sofas will hold 6-8 clients and can be reserved for group events.
The Nail Technicians will sit on stools across from the client and will provide pedicure treats and other foot
treatments

The circles represent 2 comfortable chairs next to a small end table. This treatment area can be reserved for a
small party of two when friends want to have treatments side by side.
This is the iconic white nail bar and bar stool area where the manicures will be done. This area will seat 5-6
clients.
These walls will have flat screen televisions (minimum 42 inches) for Sex and the City, Chick Flicks, and other
client favourites to air.
This is the opening reception area where the client will be initially greeted and signed in by a receptionist or
manager. This is also where the POS machine will be located to when clients pay for their treatments.
This is a small waiting area for the waxing treatments for family and friends to wait during treatments or for
clients to relax before treatments.

G
H
J
K

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Organizational Structure
Store
Manager

Assistant
Manager
(2)

Estheticians
(3)

Nail
Technicians
(7)

Receptionist
(3)

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Personal Element
Assistant Managers
At least 3 years in the beauty service industry
Estheticians & Nail Technicians
Certified / licensed
At least 1 year of experience
All employees will be
Friendly
Attentive
Customer focused

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Positioning Map Assumptions


Metrics:
Quality: professionalism of service, amenities, and atmosphere
amenities: complimentary refreshments, relaxation rooms, robes, slippers,
and shower facilities
atmosphere: quality of artwork, furniture, and entertainment (music,
television, magazines)
experience: ambiance, comfort, enjoyment, social aspects
Price: based on the average price of services
High: Range of service prices $50 - $350 depending on the type of service
Low: Range of services $10 - $80 depending on the type of service
Players:
Absolute Spa: fully equipped hotel luxury spa with complete amenities
Solarice Spa: mid-range spa
Kitsilano Nails: local nail salon
ProfessioNAIL: nail salon franchise
Independents: small individual nail salons

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Risk

Mitigation

Price

Consistent with competition


Demographic
Marketing and branding support
differentiation from cheaper alternatives

Quality

Training
On-going training
Management oversight

Location - Kitsilano

Negotiation pending
Growing neighbourhood
Other locations: South Granville, Newport
Village, Kerrisdale and Denman Street

Labour skilled
Skilled trade schools: John Casablance and
and knowledgeable Blanche MacDonald
Competitive wages

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