You to You

A business playbook to help you build a resilient business

CONTENT

WHAT’S GOING ON -

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Discover the Problem Crisis insight Overview

Define your Company Where are we?

Who & How are you?

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Future Trends Future Recommendations

Instagram Guide

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FUTURE

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Develop your Social Media

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PRESENT

WHAT’S GOING ON Times are hard. We know. All hair salons and beauty establishments in Colombia had have to close indefinitely.

We also understand that most of you work on a day-to-day basis to cover the high costs of running a business. The current scenario is a lesson in the importance of contingency plans to future-proof our businesses and the ecosystem each one of them supports. But do not worry, we can take advantage of this crisis and use it as a catalyst to improve on your business’ community, customer relations and communications.

To start with, here are relevant resources for you to be on top of the current situation:

The World Health Organisation (WHO)

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Colombia’s Ministry of Healthy (MinSalud)

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Crisis insights and where to find additional information

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Remember, they are probably in a similar position as you.

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And your friends and colleagues!

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It could be anything, from your customers well wishes texts to the money you had saved in case of an emergency.

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This can help you identify some of your operational strengths and realise their importance!

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What has helped your business during this pandemic?

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Healthy Customer Base

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Why should you start thinking about this? Because customer loyalty is the backbone of beauty establishments that exist in saturated markets, a.k.a. Places with a lot of similar options

In the following pages we will guide you through concrete steps you can take now, at little to no cost, to develop in your business these aspects.

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In your establishment, how important are returning customers? This can be in terms of revenue, word of mouth advertising…

You may or may not have noticed the three words on the right hand side of the page: community, loyalty and resilience are the three key aspects we will work on in this playbook. After doing a general market scan, we have understood the importance of customer loyalty and retention as it develops a community and builds a resilient business. Even more importantly, generating an emotional connection between yourself, your employees and your customers is inexplicably important, this is one of the key aspects that will make people prefer your establishment, or your Instagram in a pandemic scenario.

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The importance of customer loyalty and retention.

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Resilience

PRESENT So what do you do now to adapt to the New Normal?

COVID-19 has already changed Society. Governments around the world are taking a variety of measures to stem the spread of the virus and strengthen their healthcare systems. 2.5 billion workers and consumers are affected by a lockdown. COVID-19 is also having an enormous impact on the global economy, as there are disruptions in production and trade worldwide. Companies are facing unprecedented external risks and threats.

distancing tactics and isolation

daily fear, anxiety and uncertainty

globalism exposed

curtailed consumption

individualism now an achilles heel

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The factors that have been the most affected by Covid-19:

progress and freedom curtailed

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Covid-19: A New Normal?

The coronavirus had far-reaching impact across nation, economies, trade, travel, workforces and relationships:

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Where are we?

Politics: Before getting started, let’s take a look around

Social:

Technology:

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Legal: Environment:

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Let’s start by looking at the environment that surrounds you and the opportunities it has to offer.

This will allow you to create a strong brand and refine your social media skills. Your estimated market is predicted by analyzing factors ranging from political to environmental factors.

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Economics:

Where are you?

Traditional

Modern

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??

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When it comes to price and innovation, where do you position yourself in the the map? This is a good practice to which you can orientate in order to adapt and optimise your own processes.

High Price

Low Price

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Weakness

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Opportunity

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Threat

By taking the foregoing factors into account, it is time to recognise which ones are a strength, a weakness, an opportunity and a threat to your business. By doing so, you will realise what points are in your favor and in which ones you need to work more to achieve a consistent brand.

Strength

How are you?

Age

Goals

Profession

Motivation

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Character

Frustration

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Who is your client?

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In the hair and beauty sector the general customer is defined as someone who wants to feel and look good. He or she wants to be pampered by a professional who knows how to boost self-esteem and create a comfortable environment. It is helpful to look at the uniqueness of your customers in order to create a more tailored service that appeals to your specific audience. So, who is your most recurring customer?

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Personality in 6 key words::

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Mission statement:

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‘Inner Beauty is your job.

We do the rest.’

Your brand lives and evolves in the minds and hearts of consumers.

Its identity, therefore, is crucial to the business's future. This exercise will allow you to have a focused, unanimous opinion for when clients or potential clients ask what your business is about!

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Typography:

Logo:

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What is your brand identity?

Business doesn't need to be hard. Usually, the most basic tools are the ones that allow close and deep communication with your clients as they are able to interact with you intuitively. An example of this is social media.

Why Instagram:

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Most clients already have an Instagram profile

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Allows instant sharing and interaction

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Can be tailored to showcase the brand’s identity

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The Business Profile option created trust and confidence

If your business doesn’t have an instagram account, what are you waiting for? Let’s begin with how to make a profile -a business oneand how to start creating suitable content.

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Easy to set up and use

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Download the app from the App Store of Google Play Click sign-up and register with your business’ email address or phone number Write down a username (hint: use your business’ name and combine it with its area of expertise or location, like @JimenezPeluqueriaMedellin) Start following clients and accounts that relates to your business practice

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How to create an Instagram account

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Instagram as a business tool

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Directly contacting customer with the ‘direct contact’ button

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Gain awareness with your profile stating your business

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More reach with the ability to add links to instagram stories

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Ability to advertise on Instagram and make promoted Posts

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Ultimately, Business Profiles offer a better marketing experience on Instagram.

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In your personal Instagram account go to your profile page and click on the Settings icon (a gear symbol). Scroll down your list of options and tap on the Switch to Business Profile link.

Make sure that you haven’t set your account as a Private Account.

Reasons, why an Instagram business profile is important: 1. Get to know your customer better through Instagram insights

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How to Switch Your Personal Profile to a Business Profile

As previously explored, through the use of Instagram you will be able to create a better communications channel that will reach your customers with content tailored for them and, ultimately, create a loyal community.

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The advantages of an Instagram Business account

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Promote a launch of a new service Demonstrate the service being used Host a Q+A Highlight or promote an upcoming event

Your backdrop: visibility, colour, background Audio: test your audio before Time: when are you doing this? Is it at a time when you can be engaging to as many customers as possible?

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Why go ‘live’? Communicating with your customers and maintaining that transparency is essential. This allows you to do so with more flexibility and is likely to gain more traffic than automated announcements. Think about:

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Using Instagram live as a tool to boost exposure

The Instagram ‘live’ feature is a tool for you to preview yourself to your follower base in real-time. This can allow you to:

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Refining your social media presence

You can garner feedback from customers by using features like: Polls Countdowns Questions

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Your customers are able to seamlessly respond and provide feedback, whilst Instagram can collate this information for you. It is important to use Stories, as you do not have to worry about overwhelming your customers with posts or surveys.

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How to conduct market research through Instagram stories

About 22% of the population in Colombia are using Instagram stories.

Most of this group are women, in the ages between 25-34. This could be the quickest way for you to get a message across to your customers, whilst making sure they have the time to view and engage with your message.

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Refining your social media presence

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Be consistent. What kind of visuals do you post? What background do you usually use in your posts?

Think of a theme. Maybe you’re girly. Modern. Grungy.

Follow a general variety of posts. Client pictures. Your team. Cute pictures of your salon.

Take high-quality pictures. This is important.

Write captivating captions. Short and funny. Long and informative.

Don’t worry about making it perfect right away. It will be a continuous progression and work, and your business ethos will develop throughout.

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How to present your Instagram feed, tips and tricks

Your Instagram feed is like the first impression that customers, and potential customers, will get from your business. Here are some simple tips for you to consider when building your feed:

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Refining your social media presence

Tips for making and featuring tutorials on Instagram: -

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Get your materials ready. Showing that you’re prepared and organised is important.

Communicate with your customer. Act as if you’re speaking directly to them, be friendly!

Be clear with your voice and communicate what you’re demonstrating.

Lastly, respond to your customers. Find the time to address them.

Be observant of your comments, and use this to improve your business exposure.

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Highlighting tutorials on your Instagram feed

Again, communicating with your customers are important. You can communicate professionalism and cultivate your relationship with them through highlighting tutorials that may benefit your customers.

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Refining your social media presence

From Personal reach to Social Media reach

Price. The cost of Social Ads is relatively low.

Reach. Advertising on social medias allows us to reach a lot of people.

Segmentation. Social Ads, in respect to other mediums, allows for a wide segmentation.

Brand Visibility. If we’re honest, the entire world is on social media.

Loyalty. Allowing clients to feel a sense of connection with a business

What do your customers like to see more of from your business, and why do they come back for more?

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Being aware of this will make you realise what aspects you need to improve in to create a better experience and, ultimately, increase customer loyalty and retention

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Going beyond, what other activities connect you to your customers?

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It can be a nail polish colour that they asked for but you didn’t stock up on that specific shade. It could be a fun Instagram trend in hair that they came across, but you hadn’t been aware.

FUTURE This crisis certainly has made us realize that lots of unusual events are waiting around the corner. There is a general consensus that the pandemic will affect ways in which we interact with each other in the short and distant future. It is always beneficial for an SME to understand the wider scope in which they operate, as such they can prepare, anticipate and perhaps use it in there advantage.

The following pages will give you some information on upcoming trends and some exercises for your personal planning.

The Homebody Lifestyle (=appreciation for staying at home) is a term that has become increasingly popular. Lockdown measures have made people realize the importance of taking care of oneself: downloads of mental health and selfcare apps and views of DIY hair dyes and hair cuts are skyrocketing. People will have tried new things at home and they will probably look for their hairdresser to repair the damage in the future!

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Future forecasting in care and beauty industry

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Reflecting upon this will make you start thinking into how your business can grow and sustain itself!

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Future forecasting in care and beauty industry

Is there a way you can prepare for this event in order to promote or improve your business?

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Do you feel like there is an upcoming trend or event in your area that could influence your business?

Additionally, people are now understanding the importance of the local community and collective action. This is a great chance to reach out and collaborate to strengthen your community and adaptability. Lastly, as you certainly noticed before technology becomes almost indispensable.

Are there any businesses you feel like you can reach out to for mutual support

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Future forecasting in care and beauty industry

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This is important as increasing your personal and business network will make your business more resilient as it becomes part of a wider community

Goals

My influence:

My influence:

Time:

Time:

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Goal: Measurements:

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Goal: Measurements:

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A little ambition never hurt anyone!

Goal: increase brand awareness Measurements: being tagged in stories + increase in following My influence: create online contest, sales if people share Time: by monthly

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Why should you bother with this? Setting goals and achieving them is an effective way of motivating yourself and your team to do better and start thinking about the future you would like the business to have.

Goal: increase instagram popularity Measurements: 50 additional followers My influence: connect with customers on instagram, engaging post, replying to comments, tag people, stories and lives Time: 1 months

What are you currently doing to keep in touch with your customers?

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Identifying this will make you think even deeper into the relation your business has with its customer and how it can be improved for the future, hence, building community, resilience and loyalty.

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Customer relations

What could you possibly do in the future to improve your relationship with your customers?

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What were you doing before the pandemic to sustain your relationship with you customers?

THANK YOU!

Good luck, whatever challenge you’re facing

Final Feedback

Missing:

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Clearly articulate the importance of having a strong social media presence to build a customer base Create awareness of the importance of not operating at a day-to-day basis Understand that a lot of beauty establishments do not have a social media presence

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Change the tone of voice of the “Importance of customer loyalty and retention” page

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Further developing the “Future” segment to further convey its importance

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Go one step back and introduce the Instagram pages with an explanation of the importance of opening and account