I was recently asked to summarize all the steps required to open a Spa and my answer is, "Every time I've done an opening the steps required are different and the time it takes me to complete them varies." This is partly due to the differences in concepts, sizes, ownership, budget and geographical location. However there is a basic process that I can share with all of you. It doesn't matter how big or small you are going to be the following steps need to happen; there is also a science to the order in which I do these things and I could expand more on each different step if you send me questions. This is the right time to share this information because I'm in the midst of opening a Spa myself.
The name and the concept or theme should be first. Sometimes finding the right name is quick and easy and sometimes it can take months. Why? You need to make sure that the name you want is available, that you can buy the web address, that it is easy for people to remember and that it conveys what it is that you do or sell. Practice saying the name fast, or as if you were answering the telephone; keep in mind that your staff will not enunciate each word slowly every time they answer the phone. Consider that if your future customer cannot pronounce the name, repeat it easily or read it without asking 'How do you say that?' it will be harder for you to create a permanent impression in their head. The other obstacle is that sometimes when we go search for the domain name it is not available and we experience disappointment. If we have partners it might take a bit of back and forth to come up with a new name acceptable to all. If you can tie the name and theme into one it is even better. For example our Spa name is ROME and the concept is a contemporary interpretation of ancient Rome. I was sure the web address would not be available or that we would not be able to register the name. We got lucky, our web address is RomeDaySpa.com, perfect. The name and what we do all in one word. Our real name is Rome Salon and Day Spa but that was too long for a web-address and being a full service Day Spa we figured the web address served its purpose. We bought the web address 2 years ago and we are glad we did. It would probably not be available now if we went searching for it. Lesson learned, even if you are not planning on opening in a few years, decide your name, do the research and buy your domain as soon as you are able to.
Next you should work on creating your Business Plan or having a professional work out the numbers for you. It will help you put your vision in words and numbers in addition to objectively analyzing what would be your break-even point, how much you need for build out costs, how much you need for operational expenses and when you would start generating a net profit. It also helps to decide how big or small you should be. I recommend Resources & Development's Financial Blueprint product at this stage in the process.
One of my favorite steps is the writing and creation of the Menu of Services. Finding the products and deciding on the services to offer could take a long time. Why? You want to make sure you find the right vendors to partner with. Products that represent what your concept is. Let's go back to Rome's example and what you know about it so far. Do you think having coconut based treatments or a Zen garden in our Spa goes with our name and theme? It doesn't matter that I love Pure Fiji's Brown Sugar Coconut Scrub it just doesn't go with my concept. Additionally, in selecting product lines and creating your menu, you will also be seeking vendors to supply the equipment and materials. You will want to make sure the vendors and sales representatives understand your vision. Make it a requirement before you settle on a vendor that they share your passion, understand your budget or space constraints, are flexible with the minimums and provide you with the support and advice you need. Be careful of those out there that are only interested in closing the sale and try to make you buy more than you need.
At the same time you are creating the menu and selecting vendors and product lines, you might be looking for your perfect location and of course the size of your location and the layout will affect the kind of services you would be able to offer. Imagine having a full menu in place with water treatments and then finding the perfect location but no water treatments allowed due to a city ordinance to preserve the water. (Yes, not making it up, it happened to one of my clients.)
Researching license and permit requirements is another one of the early steps to do. This will save you many headaches later, especially during recruitment and training. For more details on this particular step do check out my Blog entry titled, Spas Licensing and Permits.
Creating your staffing matrix and deciding on which compensation method to use will take some time and research too. The staffing matrix helps you determine how many employees you will need in each discipline and in your support positions. This is done by taking the hours of operation and the services you will provide combined with the amount of treatment rooms you have. I always recommend having a minimum of one technician per discipline for at least 50% of your treatment rooms or stations for every hour you are open. Don't forget to include your Front Desk/Retail/Housekeeping needs, you will not be able to cover it all, believe me. As you are doing this, research and analyze the Compensation Method you will want to use, this determines how you need to recruit and how many employees you really need to hire. Case in point, the personalities and behavior of someone that is paid on a commission-based system is very different from someone that is paid an hourly wage or salary. The language you use in your recruitment efforts has to be tailored to the qualities and behavioral patterns you need to find in your future staff members. If you are not from this industry the different compensation methods will confuse you and if you are from this industry you might be used to a particular one and not realize the impact that it has on the bottom line.
As all of this is happening (remember the parallel universe?) you might be dealing with architectural reviews of your space, construction companies, business permits, financing, and you might still be working a full time job. Consider hiring a part-time administrative helper that could grow into a Front Desk position or Supervisory role after you are open. You can also find a consultant that is experienced in pre-opening details; this is an investment to save your sanity. The Day Spa Association is a good source for information and referrals for the help you might need. It is also the number one trade organization for the Day Spa industry and I encourage you to become a member. The amount of information and support you get from it is worth the investment and it helps you to differentiate your Spa from the rest.
Around sixty days before your desired opening date the Recruitment Process should begin. Because this is such an important aspect of your success I have published and lectured on the subject often. To read more about it check out my previous entries on this Blog ('Interviewing Know-How Part 1' May 2007 and 'Interviewing Know-How Part 2' July 2007) or go to my LinkedIn page and download the power point presentation from the Day Spa Expo event I recently lectured at.
You will also be handling the final purchases on equipment, implements, supplies, products, decor items, construction punch list, build out details, etc, etc, etc......details, details, details. Public Relations, Website development, Google and Yahoo listings, planning your opening event and creating awareness in your market segment are also steps you need to take. Stay tuned to this blog for entries on all those details and do check out my previous entries on subjects such as 'Menu Writing', 'What the Customer Really Wants' and many more.
I wish you success in your endeavors, balance, prosperity and happiness in your life.
Stay tuned..........
Written by Zahira J Coll, all rights reserved, the content of this article, or parts thereof, may not be reproduced in any form without written permission from the author.
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