LASER SHARP

Georgia Dean

LASER SHARP Moving at lightning speed to grab an opportunity is all in a day’s work for this beauty franchisee.

By Sarah Stowe

Georgia Dean is on a fast track to success. The Australian Skin Clinics franchisee is going about her new business with all the high energy you’d expect from a serial entrepreneur; an entrepreneur who started a tutoring company when she was at uni, developed the Naked Bronz bikini line, and has now invested in the beauty business. Oh, and she’s just 22.

When Inside Franchise Business spoke to this pocket-powerhouse, she was one month into her new business.

“It’s been a lot of fun, there was turmoil initially getting it up and running but we started with two staff, now we have a team of eight.”

Georgia’s story is testament to a pacy approach to life. She bought the Australian Skin Clinics existing franchise after spending six months working on marketing at head office.

“It was an existing business, it closed down abruptly and I had an offer to take it up quickly,” she reveals.

And by quick, think lightning speed. “The opportunity came up, and within a 72-hour period I had resigned from head office, moved from the Gold Coast to Brisbane, done full renovations on the clinic and opened for business. I hardly slept, I had 3am and 4am nights.”

Both the franchisor and Georgia wanted a swift re-opening of the suddenly closed business to ensure a valuable customer base wasn’t lost.

“There was a very big existing client base and and I just wanted to make it as smooth as possible,” says Georgia.

INSIDE LOOKING OUT

A need for speed can derail many a franchisee. But Georgia had a particular advantage, working within the head office team.

“I’d seen a proven track record for Australian Skin Clinics for months, seen it was a proven method time and time again. If you have the right management, and know how to run it, market it, and run a team well, you can do it. This is a winning formula.

“I was mainly interested because I’d seen how head office works, how they work with franchisees. Typically franchisees don’t see it inside out. That’s

what convinced me the most. I believed in it. And I knew if I put enough time into it, it would be a success.”

Of course, while the rubber-stamping of the purchase came quickly, the decision to invest in the business was the culmination of a long period of waiting. “I’d been working at head office since March this year; the whole time I wanted to take over a clinic. I was waiting for the right opportunity.

“And the conference in July sparked my interest even more.”

It was the Australian Skin Clinics’ national conference where Georgia met a Melbourne-based franchisee who could see the potential of a business partnership. When the Newmarket clinic was on offer, Adam and Georgia formed a 50/50 joint venture to invest in the business.

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SHARING THE LOAD

Adam’s experience in Melbourne’s Plenty Valley clinic brings a practical side to the partnership that makes the tie-up with marketing-savvy Georgia a perfect match. “I love the marketing, he already has a clinic, he knows operations from start to finish. We work incredibly well together,” she says

Adam’s team flew up to help train new staff to ensure a uniform process, and he travels to Queensland for monthly meetings with Georgia.

THE BIG CHALLENGES

One decision that the pair made was to retain just one member of staff from the previous franchisee’s team. Their goal was to establish their own team culture with broad-based technicians familiar with Australian Skin Clinics’ brand and protocols but who were new to the Newmarket clinic.

Georgia describes her very experienced team as “incredibly talented” and “very adaptive”. They’ve had to be, because rather than working as specialist dermal or laser technicians the staff are employed across all treatments.

An even bigger obstacle that Georgia was facing was her youth. “Being a 22-year-old running the business I thought would be a big thing to overcome. Our youngest staff member is 23 and the oldest is 40. But it turns out if you form nice relationships with staff from the beginning, you gain their respect,” reveals Georgia.

LOVING THE JOB

As the boss, Georgia works six days in the clinic either on reception or managing the team and is relishing the happy faces of satisfied customers.

“I enjoy that the most. If a customer is a bit nervous about a new treatment or a new technician, it’s the most positive thing when they come out of the treatment room raving about the clinic staff and raving about the treatments.”

Newmarket is a tight-knit community, she says, and so there is extra value in word of mouth. As a result the new customer base is swelling quite quickly. And that’s without any marketing to generate interest.

“We haven’t had the time! Now we have a strategy, we know our market and it’s time for implementation,” says Georgia. There is one problem, though: keeping up with the business any marketing campaigns will bring in, as the clinic is already booked out three weeks in advance.

GROWING THE FUTURE

Just four weeks into her new business and Georgia can reflect on a stunning start to her Australian Skin Clinics franchise. While she says the clinic had been doing quite well under its previous owner, tweaking it has proved highly effective. Year-on-year growth is up 40 per cent, which has just whetted her appetite for future growth.

“I want more. I’m always looking for the next opportunity, I get itchy feet easily. I want to do more and more. If another opportunity like that arises, I’d definitely go for it,” she says. n

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