Okay Sue,

Tell us what your experience has been since the Day Spa Expo! You've made a lot of changes in your business and I know that many here would like to hear how you've done as a result.

thanks Douglas! I'd love to share some of my experiences.
I have never had any formal business training. I was a solo skin care RN with a dream of owning a Day Spa. My clients always seemed so wiped out, and actually liked to have microderm just so they could stop moving for an hour!!! I knew there had to be a place here in Kalispell (Montana) where women and men could find some respite from their over-commited lives. My husband is a school teacher and we have 5 children..... we are not wealthy folks. I knew this would be a stretch for us. My dream sprang to fruition when I found 'the' building I wanted. We got loans, got a business attorney and an awesome CPA, formed an LLC to hold the property, bought the building, formed a sub-S corp for the business, painted, furnished, made up the menu and were up and running in 14 days after the discovery of 'the perfect' building! I didn't even KNOW what a sub-S corp was until then.
We celebrated our 2nd anniversary at the spa on July 5th, this year. It has grown exponentially every month since opening.
I knew from the beginning that I was out of my league and over my head. I looked for information on managing day spas and read everything I could find. I joined DSA, and was thrilled to see the focus of the conference was on management/operations. I was adding new product lines and sevices, but was very unsure of 'how much, how soon!' And would my spa outgrow my ability to manage it.
The DSE was SO helpful. I didn't mingle much, as I felt like a Day Spa owner-imposter... very insecure. I was there to soak up as much knowlege as I could, and boy did I!
Some of what I came away with I implemented immediately:
-I set tough, but realistic goals for the spa this year, on paper, posted above my desk
-Douglas and Jaya said:'Don't expand your spa until you are using it fully!' shorten times, extend hours, etc. I had been thinking about adding on or up, and junked that idea. It was a relief!
-I raised my menu prices 10-15% (I didn't believe Douglas when he said it would be no-biggie) I was thinking that my clients would all bail-out on me.- No one did.
-I shortened the treament times to 25, 50and mins. -had one negative comment.
-'Don't give it away' -I discontinued the 2x/yr special I ran on microderms (buy 5 get one FREE). Now I discount pre-paid packages at a much smalller amount. -I'm still selling them.
-updated my website with new pricing and information
-extended hours to 9 pm on Wed. nights (allows me to accomodate working people, but not stay late all the time- my family appreciates this one!) -we sell a LOT of product on Wed nights. I tried to extend hours of operation to Sundays, but mystaff threatened mutiny, so we tabled that one, (for now!!!)
-'SELL -people WANT to buy'-This was so foreign to me, I didn't want to be 'pushy', when I got over it, our sales to service ratio is 50/50 and sometimes 60/40.-unreal, and effortless. I bought the sales CD from Preston,Inc.at the DSE, and it's required viewing for front desk personnel.
-Tx21/Preston Method-got it- we haven't marketed it well, yet, but for me personally it's a wonderful tool to help me manage my anxiety!
-Empowerment- After listening to everyones' stories, I realized that no one was going to guide my spa if I didn't choose to do it myself...and who better? I truely had the heart for my clients and passion for what I was doing. I needed to quit hiding... I didn't even like telling people I owned a spa- I didn't want poeple to think I was trying to be self-important. How dumb. I bought the book "How to Becoome Famous in Two Weeks or Less" by the keynote speaker, Melissa de la Cruz. Now, I'll NEVER be so brazen, but I learned that I OWE it for the good of the spa to get the word out. I advertised already, but I was missing my best advertiser: me. I got together my 'elevator speech' and told everyone I could. What was so affirming to me is the night of the mixer, (I forced myself to go; I had gone to the conference alone), I lierally bumped into a woman I recognised who said "aren't you Sue? I met you at your spa once. Come with me, I was just telling the girls at my table about your awesome little spa in Montana, you can sit at our table" (OMG).
-made a policy and prcedure manual, job descriptions and evalutaion criteria.
-monthly staff meeting to keep everyone in the loop.
-FINALLY made my decision on private label products (had been looking for over 2 years)- decided on Preston Private Label. I liked the product, sizes, packaging sales support and the organization of the company. I labered over renaming the product, color coding and label design. As Jaya so wisely put it, I was in analysis-paralysis! I use the suggested retail price, and it's been warmly received by my clients.
-I was SO happy to hear others' say that they would not add wet rooms, and to hear it clearly that it is important to minimize non-revenue generating space in the spa. I had agonozed over not having the fanciest showers, a locker room, or a tranquility room in our small spa. I tried to make up for it by offering the best trained personnel with the best customer service that I could.
-We have moved some of the product with gift certificates as mentioned in both the DSE and in the sales CD. It works, if you just do it!!
-I know I learned a lot more, and my notes are still at my office... This is all off the top of my head!!!
I still have some outstanding goals for this year:
-apply and OBTAIN accreditation with the DSA
-set up on-line purchasing of Essentials Skin Therapy (my product) on our web-site
-finish off paying remodel loan
-set up some sort of budget!?!

I'm sorry this is so wordy...I hope if nothing else, you can see how hungry some of us are for useful information. I am so thankful for all the advice and encouragement I received at the DSE and on boards like this.
I look forward to attending the DSE in Feb, and maybe I'll be brave enough to introduce myself, and actually MEET some of you!!!
Blessings,
Sue

Wonderful and inspiring story, Sue!

(two thumbs up)

Now I was one of the lucky few that did get to meet you at the Preston gathering at the DSE last February. But this next year, come and spend a little more time. We'll introduce you around, and you can make the new people feel welcome. You're no beginner anymore! You're an inspiration!

Jaya, I'm flattered that you remember meeting me at the DSE. I really enjoyed meeting you! You are a fab. speaker, and a real encourager! 'Look forward to Feb.!
Sue

Wow, Sue! What a great success story. This is exactly the kind of thing we hope for when teaching business to our colleagues. I'm very proud of you and even sent your story to the producer of the DSE, Shane O'Sheeran. You're our official guest at the 2007 Day Spa Expo! I'll oput you on my list for a FREE admission to the trade floor and all the classes. That'll save you a tidy bundle! Send me your full name in a personal message and I'll put you on the Preston list. Would you be willing to tell this story at my startup class the first evening of the show (6-9 PM)? Need a couple of testimonials like this and although I already have volunteers I think your example warrants special attention! Please let me know.

Douglas,
Thanks you for the DSE admission gift! It would be a very difficult thing for me to talk to a group, but It is a personal goal of mine to try to become more comfortable with that.... so, yes, I would be pleased to share my experiences and 'gems' I've learned from you Experts!
Thank you again.

I promise to make it easy on you, plus, you'll have plenty of like company!

Sue, one thing that always makes it easier to talk to a group is to be confident that you know more about the subject at hand than they do. Based on your story above you've "been there, done that" in a way that most spa owners only dream of. So .... yes, I think you are qualified! While you may still be nervous your credentials are impeccable!!

ValM

Thanks Val... I suppose you're right. It's not like I have to STUDY!!! HA! Thanks for the encouragement!
Sue

In the DSE startup class I'm asking you to speak in, Sue, you'll be at a panel table with several other spa owners that have successfully put our management methods to work. Some of what we recommend is so far out of an entrepreneur's comfort level that he or she will hesitate to use it, and that delay proves to be very costly. Authentic testimonials from the rare people that take quick action, like yourself, will help others overcome doubt sooner. This is especially true for those in the planning or startup stages of spa business: they haven't yet suffered the coming personal and financial hardships, making it easier to dismiss advice from outside experts. Real spa owners are a more believable voice. You won't be asked to make a big speech, just tell it like it is when asked for an example from your own experience. After that we go out or food and drinks and fun as guests of Preston Inc.!

Sue, start listening to your Confidence track on Preston Method CD! That'll help!

Douglas and Lisa,
I think it sounds like fun! I look forward to hearing what others' are doing (and taking notes like crazy!)
Thanks again,
Sue

Sue, you are amazing!
I had to double-check the date on your long post because I thought you had all this figured out long ago. You've already been giving great advice through the internet forum.

You are inspiring to me because, like you were (2 short years ago), I am faced with a time-crunch and finding a great space. I am getting creative, hoping to have several options secured in the next few weeks. However, seeing that you did it in 2 weeks makes me breathe a sigh of relief (I've been mostly breathing sighs of disappointment lately).
Q: Did you need to do plumbing in those 2 weeks? Part of my giving-up-on-the-perfect-place disappointment is because I don't think I have time to plumb or do major remodelling. So, I am looking for a space that "will do" (until ski season 2007-2008), instead.

See, Sue, you have Spa Consultant potential: look out!

Keep the fire glowing bright, my Rocky Mountain girlfriend!
Hugs from Colorado, Nina

Nina,
You are WAY too kind! At least you're still breathing, right!?! (HA!)
We had a bathroom already, but we had to plumb for a laundry room, and a nail room. We kept the plumbing on one side of the building, three rooms in a row, so I wasn't too costly to get done. We also burned a lot of midnight oil ourselves.
My advice for you is not to "settle" for now, you probably won't be happy (and you may never get out, if you get busy!).... but keep looking for the right place that needs minimal work. Maybe the plumbing doesn't have to be done right away??? I'm not sure what your space is like, but you don't have to have a laundry facility, or wet rooms- bathrooms are always nice.....
Keep your chin up girl! You will always find inspiration here. Remember WHY you are doing this. It's because it's what you love, right!?!
Blessings,
Sue

ps-breathe!

Sue,
Don't worry: when I say I'm "settling" for another place, it's not really a distant 2nd place. I just have to do things differently. For example, I wanted a little stackable washer/dryer. I know how miserable I'll be if I'm at a laundromat every night. So, I'll just have my cleaning service include laundry.
I wanted a shower, too, and that was just as much for employees as for guests/clients. Since I'm in a ski town where everyone commutes long distances, I thought it would be nice to have a shower so that my employees (and other commuting workers) can get a few runs in before their shifts, if they like, then shower up. (It's unlikely that they'll live nearby for a quick shower).
So, instead of a full bathroom and laundry room in an overpriced area, I might have a (nice) bathroom across the hall instead, in an office building. I refuse to get in over my head with challenges or construction, or time crunching that could bite into the $ki $ea$on. I am already looking ahead to Plans C, D, E, and so on.

Before I divulge too much more, my excitement has led to a few questions. I assume that your staff were not "retail-savvy" when you hired them. So, they have become so, recently? What were your hiring criteria? How much of the technical service work did you perform at first? How did you market during your "off-season"? It sounds like you have both locals and "visitors".

Feel free to write long emails! I love those details! Thanks again! Yours, Nina

p.s.- I hiked one of my favorite trails today, and Boy, the changing season sure makes it a different trail. The thistles were out for blood, growing over the trail. Plus, half the creek dried up over the summer, so the beaver is working overtime to dam it! And the bears only left me one raspberry (but it was delish!).

Before I divulge too much more, my excitement has led to a few questions. I assume that your staff were not "retail-savvy" when you hired them. So, they have become so, recently? What were your hiring criteria? How much of the technical service work did you perform at first? How did you market during your "off-season"? It sounds like you have both locals and "visitors".

HI Nina-
Sounds like you had a good day hiking!!!
My staff was NOT at all retail saavy (nor was I for that matter!), I got the Preston CD on sales, and that helped a lot. The info I got from the DSE was also very helpful. I think there is still room for improvement, but it's a start. I have to say that I was LUCKY when I got my staff... I hired based on character, people who seemed to be open, honest with warm personalities. I have been turned off in spas and retail places where I haven't felt rich enough, skinny enough, or attractive enough.... I wanted people who would make everyone feel welcome and worthy. The rest just fell into place! I wish that I could impart some wisdom here, but I was just lucky! There was a lot of info at the DSE on hiring. I did use some of that info for hiring my MT's. That group of individuals temd to be nomadic, and loving stability, it was important to me to implement some of what I learned. Things like: why do you want to work here (red flag: I want to own a spa someday), and why did you leave your last job (red flag: my boss was a jerk), etc. I think I avoided a couple of problems this way. I also read through the Prestom library... that helped. I sound like an advertisement for Preston, Inc., but I'm not affiliated with them, except that they have helped me immensely!
Good luck!~
Sue
PS- It's raining here, that should really bring on the fall colors! yeah!

Nina - will a "little" stackable washer and dryer actually be big enough? For some reason it always seems like there is a formidable amount of laundry to be done in a spa environment!

ValM

You should figure 2 dryers for every washer as that's what's needed to keep the laundry levels in balance. Drying is slower than washing, especially terry cloth-heavy loads.

Thanks for the laundering wisdom, y'all.

Sue, "bad hikes" are few and far between. They're like sunsets: they're only "bad" if you have to view them through a cracked, bug-splat car window after 10 hours cramped in the car.
So, the Preston system works for you: hurray! Who cares if you sound like an ad. Aren't there enough spa owners out there who don't "get it", don't care, or seek their professional advice from their distant cousin who once owned his own business (an auto body shop)? I've read most of the articles from the Preston website, too.

My concern is in the hiring process. I see the potential in people, and that could lead me to hastey hiring decisions. Why is it a bad answer if they "want to own their own spa some day"? Because they'll be stealing your clients out from under you?

Like you, I want to hire hearty, sincere people who really care about our clients as individuals. No matter how "sales-y" someone is, they can't build a solid clientele if they can't show that they care. Goes back to the addage: No one cares how much you know until they Know how much you Care.
That said, I am 50% heart, 50% business, and I can't hire flakes! I need caring people with talent. The essence of any spa is a great massage, right? I want each client to experience a great massage, each and every time! Customer Service is more than a "management term": it means truly caring that your client has an amazing experience, like you would want if you dropped a few $100 on a stress-relieving spa day!

Have I soapboxed enough? Aerobics class, but no hiking today...tomorrow is another day! And this weekend is the hot air balloon festival in Snowmass: yeah! See ya, Nina

Nina,
I think Jaya or Douglas could better answer that question, but I don't think you want to spend time and money training someone who will be leaving, or competing , or even evaluating you at every step of the way!
Jaya or Douglas: If I misunderstood, or missed anything, please correct me!
Sue

Hello All,

First it is great to hear that someone has made such a success out of the educational forums, and Preston tools.Note that, this is not something that happens with an unmotivated individual, or someone who stops learning. So a lot of credit goes to you. I will look forward to meeting you and seeing you present your experience to the knowledge hungry, anxious new comers who will feel a sense of solidarity with you at the DSE 2007.

I've seen too many owners or potentials who failed to see the importance of seeking experts advice, or thinking they can do it on their own. In the long run they make costly mistakes, and lose their drive and enthusiasm for the industry.

To touch on hiring practices,( having been a therapist, a spa director, and now a consultant,) in my experience ambition is great if it is for the wealth and health of your company. Be careful of therapists who will resist change or training, feeling they already know enough, (we never know enough) this may be a career therapist, who has never had cross training. Ones who want to own their own spa, may challenge you, or "poison" a team with a know it all attitude, they may leave you at a bad time, because they weren't really dedicated. They may intent to "steal" your clients, or they just may not practice good ethics, either way you may find yourself uncomfortable about it. You need to think of hiring as preparing a compimentary team, and providing the proper introduction, training, and protocols to implement the team collaboration and encourage growth and creativity. You want to encourage response and creativity, and keep the "top down" mangement communication open. You will gain value and motivated employees if they feel they know what is going on in the business. Look into some more hiring tips, sometimes a consultant takes care of those evaluations. I know many of us, use our a combination of things.

Some places require therapists to sign a non compete contract. They may be responsible for paying back training costs you have invested in them, if they leave before a determined time. Time invested making them more confident, and comprehensive in their trade. Don't underestimate the value of training, and therapists are individuals who love information, just be smart about it. You take time in making the choice of who will do your training right? so make an informed decision about who will be best trained.

Lucid Learning- Your grammar is hard to understand. I am not sure if you are American, sleepy, hung-over, or just new to posting. For example, what does it mean to make a therapist "comprehensive in their trade"? Or what does "keep the 'top down' management communication mean? If you want to get consulting clients from this forum, you may wish to proofread your posts and avoid long, run-on sentences and grammatical errors. You did not sign your post with a name, either.
Just trying to make sense, Nina

Sue's right, that's pretty much it. And they're more likely to be interested in taking "their" clientele with them when they go to start their own place! Also someone with a strong desire to do their own thing may chafe at being managed. You need to evaluate each situation as it arises though. Listen to your gut but ask questions with your business brain!

Lisa,
Maybe you can clear up my confusion about hiring. Just when I think I have several therapists lined up who would make good employees, they say or do something that makes me question how good they'll be long-term.
I know there's no "sure-fire" way to get perfect employees every time. I have several articles and parts-of-manuals that tell me what questions to ask, but I'm not sure why I am supposed to ask them.

To further complicate things, I believe that the essential foundation of any spa is that clients get a great massage, each and every time. When you narrow down the candidates to who gives a great massage, then it's sliiiiim-pickins as to who also has great customer service skills, reliable, warm & caring personality, etc.

Any suggestions? Thanks! Nina

Nina,
I know your question was posed to Lisa, but One thing we do is to have the prospective MT give a massage to our lead therapist, after the initial interview. We just dodged a bullet on that one with our last hiring round. To receive a massage will show you their skills, etiquette and whether or not the MT might be a good 'fit' in your spa.
Sue

Nina, I'm going to move this to the recruiting/hiring section and will answer there!

Does't Preston have a Policy and Prodedure manual and job descriptions to purchase? I need to update everything, and I'm curtious about costs....
Sue

We do, it's all on our website! Those run $125 each, fully customizable, yay!

Yes - we've dodged a few bullets that way as well! It is remarkable how much a potential candidate will let their guard down when they consider they are among "peers."

ValM