Small Business Development
Arnabi Konar | Manu Chaudhary | Sanjana Tripuramallu SDM’14
2nd – 4th th
Identification of various small business opportunities In Gandhinagar – Ahmedabad area
th
5 –6
Brainstorming on the identified co-creation
7th – 8th
Selection of partners after validation
2nd – 8th Feb
IDENTIFICATION OF CO-CREATOR [ Exploration, Elimination/Filtration, Selection]
9th – 15th Feb [ SWOT Analysis of the selected partner ] Competitor analysis & partner’s schedule
Timeline
UNDERSTANDING BUSINESS OF SELECTED PARTNER
9th – 10th 11th
12th – 15th
Impact management and Documentation on video making
( Creating Business Profile, Touch Point Mapping, Sensing Business Type )
Identify the difference Take feedback
16th March:
16th – 22th Feb
IDEATION 16th – 17th
Business offerings (problems & their identification)
18th
Opportunity mapping, Scope
19th – 22nd
Insight generation and Establishments And Strategy Report
BUSINESS DESIGN WORKSHOP Identifying Strategic Intervention areas
23rd – 24th
Segregation of long term and short term interventions
25th
Prioritizing and validating specific interventions
26th – 28th
MID-TERM REVIEW
9th – 15th
23rd – 28th Feb
2nd March
JURY PRESENTATION EXHIBITION POSTERS / REPORTS
Prototyping: Working with cocreator with suggested intervention areas and prototypes Pilot Testing
3rd March To 8th
IMPLEMENTATION
Introduction
Strategic Design Management revolves around co-creation and value making. This design project deals with co-creating with the individuals to provide an opportunity and exposure to a formal/informal, unorganized small business through strategies and interventions aiming its development and growth. It involves three process phases of Identify | ideate | implement
Design Project 1 | Small Business Developement
Exploring Small Business
Blush- the beauty point SAGAR SANDWICH- roadside sandwich stall KANHA GRAPHICS- the binding shop BARBER SHOP- near cool point, Gandhinagar
Design Project 1 | Small Business Developement
BLUSH The beauty Point
Proprietor: Manisha Rajput Manisha is a simple, talkative and friendly person. She is married and lives with her two kids. After working for few years at different parlors she decided that she should be self employed and started blush in March 2014 She spends the entire time at her parlour and her parlour stays open all days. She very happily says that most of the customers who comes to visit her once will definitely come again. The reason seems to be her honesty, good skills and very sweet nature. She has good reputation in the surrounding and is known for skills and the way she treats her customers. She also does special hair dos and makeup and keeps updating her knowledge through internet In her words, making someone look beautiful is an art and includes a lot of spontaneity. She feels the happiness and gratitude in her customer’s satisfaction. She is open to change and is willing to develop her business and is also looking for an assistant as she alone is not able to maintain the growing business. She has applied in the corporation to register her business which is in the process rite now.
Certified as beautician from Air force wives welfare association in 2011
Worked as assistant at various parlors for 2 years Running since: March 2014 Per day customers:10-20 Per month income: 15000-30000 Loyal customer base who visit very frequently:50 (Customers are mostly from NID, NIFT, TCS, nearby apartments) Employees: No Timings: 9am – 10 pm Location: Expertise: Eye brows, low cost waxing and facials
Design Project 1 | Small Business Developement
SAAGAR Sandwich stall
Proprietor: Sanjeev Kumar He started to prepare sandwiches since the age of 12. He used to help his father, while he developed this skill. His current age is 28 and doing good by expanding his father’s one stall at Nataraj cinema to 2 new stalls. One opposite to City Gold cinema and another one recently opened at Infocity, Gandhinagar. He offers a varied option of sandwiches and wants to stick to them as his specialty product but he has an open vision to a greater and bigger business.
3 stores: Opp. Nataraja cinema, Ahmedabad (Oldest) Opp. City Gold cinema, Ahmedabad Infocity, Gandhinagar Running since: Early 1970’s Per month Income: Around 40,000 Employees:4 Employees, all of them working for more than 10 years with him. Timings: Morning till lunch @ stall opp. to City Gold cinema and 4pm to 11pm @ stall in Infocity shopping complex, Gandhinagar. Expertise: Trained to make sandwiches ever since the age of 12
Design Project 1 | Small Business Developement
Barber Shop
Proprietor: Jatin bhai Jatin bhai is a barber who offers hair cut shave & head massage. He stays under the shade near cool point & waits for his customers. He started his business 7 years ago & has been setting up in this particular location from about 4 years. He lives in dholakuwa and is married, and has three kids. His brother also does the same profession and performs his job mostly in the village. Jatin bhai charges 50rs for a haircut and shave and the family survives on his income alone. His investments were a mirror a few scissors and comb, and a chair that he has bought from an old closing down saloon 5 years back.
Per month Income: Around 5,000-6,000 Everyday 8 am he comes from his village with his cutting kit to start his day. The chair and mirror he leaves under the security of the adjoining chai wala and he has a setup of stones which he uses to support the mirror. Sometimes if the setup is disturbed he politely does it again. There are a few public benches just beside his setup and he laughs saying that is his waiting room for the customers. He has watched and observed keenly how they cut hair when he visited different saloons and proudly says that he managed to master it. He lives a simple life and is very content with his profession. Design Project 1 | Small Business Developement
Book Binding
Proprietor: Harish bhai Harishbhai offers a wide variety of binding options. He offers a printic and graphic design services too, and wants to stick to them as his specialty but he has an open vision to a greater and bigger business.
Running since: 2008 onwards Per month Income: Around 45,000 Employees:2 Employees, all of them working with him since the starting of the shop. Timings: 9 am to 7 pm Expertise: All kind of binding with a all possible materials (leather, rexin, handmade paper, cloth etc. )
Design Project 1 | Small Business Developement
Business Analysis Table Business
Accessibility
Skills
Willingness to change
Near Cool Point
Famous & skilled
Open to change & grow
Not trained
Moderate
Trained & skilled
Open to change & grow
Famous & skilled
Not open to change
Business Type Organized (Informal)
Parlour
Infocity
Unorganized (Informal)
Binding Shop
Infocity
Unorganized (Formal)
Sandwich stall
Near Cool Point
Organized (Formal)
Barber
Design Project 1 | Small Business Developement
Filtering the Co-creator BLUSH
A little more about Blush...
Proprieter: Manisha Rajput Per day consumer footfall is 8-10. Parlour is running since last one year (March 4th) Number of frequent loyal customers: 50 Timings: 10am to 8pm Employees: 0 Monthly Income: 20,000/-
VISION STATEMENT To Grow and sustain as a premiere Beauty hub .Speread Love and beauty to wider horizons.
Price Range: 30 - 1500/Registeration: TIN no: NO
ID: NO PAN Card: NO Current Bank Account: NO Rent Agreement: YES
Service Tax: N/A Profit: 7,000/- (average)
A little more about Manisha
Manisha was born in a joint family in Amalner, Jalgaon Maharashtra.
She had a simple lifestyle which she continues and is a very responsible person.
She was born in an orthodox government officer’s family and is the youngest among her 2 brothers.
She can speak Guajarati, Marathi and understands very basic English
She studied in Marathi medium government school till 12th standard.
She got married early & live in a joint family which made her a little submissive in decision making.
She got married to Amar who works in the army at the young age of 18 and have 2 kids.
She doesn’t have much exposure to highend styling but because of travelling and living in multiple states, she adapts and understands people well
Her husband being in a transferable job, she travelled to various places like Rajasthan, West Bengal.
Later, she developed a deep desire to support herself & carries a feminist approach in her thoughts
During this tenure she got interested in beauty practice as her hobby and got certified in 2011.
She struggled a lot emotionally and financially which made her strong and practical in life
In 2009, her family moved to Gujarat as part of her husband’s job and decided to settle here.
She is versatile and optimistic person and keeps extreme faith in god.
Later in 2011, because of financial issues faced by her family, she started working as a beauty assistant in various parlors
Her desire to be independent grew with time and gave her the courage to envision high while being grounded to earth.
She established her own parlour, Blush in 2014 March.
She lives alone with her kids and with time she developed a stubborn attitude professionally.
On 4 march 2015, celebrated first anniversary of Blush.
A day in her life...
Eats Brunch
Household Activities
Wakes up
5:30 AM
5:30-10:00 AM
Parlour activities & appointments
10:30 AM - 9:00 PM
Cooks dinner
9:30 PM
10:30 AM
Teaches kids
10:30 PM
Sleeps
11:00 PM
Design Project 1 | Small Business Developement
Mind Map
Services@BLUSH
Spa
Hair
Trimming Haircuts Straightening Permanent Temporary Colouring Styling Perming / Curling Permanent Temporary
Manicure & Pedicure
Body
Threading
Face
Cleanup Facial Basic Specialized
Hair Body
Polish Bleach Massage
Waxing
Arms Underarms Legs Full body
Eye brow Forehead Upper lips Full face
Makeup
Bridals Party Mehendi
Sequential Mapping of Parlour Activities
Manisha comes to the parlour
Cleans
Arranges all equipments
10:00 AM
2-3 working Sets up and professionals visit checks product in the morning requirements
Few customers (mostly students) visit till 6:00 PM
A lady visits her everyday
2:00 PM
10:00 AM – 6:00 PM (Customers are few, and Manisha has free time)
She refuses a number of customers in rush hour and asks them to come the next day
She closes the parlour
8:30 PM
6:00 PM – 8:30 PM (Rush, multi-tasking)
Even working professionals also come
7:00 PM
All housewives start to come to parlour (4-5 housewives on average, per day)
6:00 – 7:00 PM
She teaches the lady and shows techniques for free (doesn’t charge)
Multitasking starts
6:00 PM
Almost free time: Cleans parlour
12:00 PM – 5:00 PM
Competency mapping Customer connect Warm and Welcoming Friendly and affectionate Attractive Speech Around the age group of the target customers
Services Eyebrows Facial Waxing Styling Skin tips
Behavioural Aspects Deeply Passionate about her business Simple and practical Optmistic Nature
Other Factors Good Network Support from family Friendly neighbourhood Good Reputation and Respect
What customer wants The project focuses on beauty and maintenance which has become a part of lifestyle these days. Everybody wants to look beautiful and attractive all the time. As the potential income is gradually increasing people are willing to spend more and more on the services like spa, parlors and other beauty services. Our challenge while conducting research was to find out what exactly people mean by beauty, how they think they look and how do they want to become (latent needs). Also, what are the common problems they face?
The research has been carried into three different phases: 1. Secondary research - History of beauty parlours - Beauty perceptions of individuals and society 2. Primary research - One-on-one interviews to find out the common problems people face regarding beauty and maintenance. 3. Finding out the latent needs of customer and potential customer - Forced metaphor elicitation
SECONDARY RESEARCH History of beauty and beauty parlours
Competitor Analysis
competitors
pricing
Services
customers
popularity experience average Overall experience is people either come good but not value for specialised services for money or occasions mostly not much impressive losing popularity because of newer parlours
- VLCC
40% higher prices in almost all services
Services are really good and world-class
- Touch and glow
Same as Blush
not really good, even the ambience is not much pleasing
high end customers, mostly from the upper middle class segment and working class Mostly housewives from infocity flats and local workers
- Make Over
10% higher than Blush
not good lack of coordination amongst the staff
Unisex, very few not much yet returning customers and most of them are men
not good not enough privacy
- Kalista
10% lower than Blush
Warm and homely Services are good
the owner has got a few fixed customers and rest flying
growing, yet not known to many
Value for money
- Belessa
25% higher than Blush
popular for it’s hair related services
good a bridge between high end and small beuty parlour
Mixed crowd. Mostly the haircuts are good,well equiped and well-to-do youngfolk more choices
Design Project 1 | Small Business Developement
SECONDARY RESEARCH Beauty Perceptions
Beauty Perceptions
PRIMARY RESEARCH Finding out common problems faced by the customer (existing & potential)
After going through the research conducted in various countries and books/articles published by various authors we further moved on to narrow down the research with basic understanding of beauty and its perceptions to our target customer. We conducted one-on-one interviews to find out the expectations of customers from a beauty parlour and their aspiration level to look presentable and well maintained all the time. We also found out the common problems faced by the customers based on the areas in which they reside. Following are the results: 1. Large number of working professionals faces common problem of hair fall and rough & damaged hair as they do not get enough time to maintain their hair properly. 2. Many students, working ladies and housewives have dry and dull skin and few even complain about pimples. 3. Almost all of the customers complain about their dark circles (because of work pressure and improper sleep cycles) 4. Very large group of customers have dandruff and dry scalp. 5. People are also facing hair thinning problem. 6. Customers above 40 complained regarding dullness of the skin and wrinkles.
Finding the latent needs of customer
Once we found out the common problems faced by a very large number of customers we moved on the next level of finding out latent needs of customers. How they think they look and how do they want to look. What are their perceptions for beauty as an individual and how can blush help them fulfilling their needs and desires. For this to happen, we used a technique called Forced Metaphor Elicitation. Following is the process explained:
Forced Metaphor Elicitation
Outcome of this ResearchThe general outcome is that customers prefer hygeine first and then extra service. Girls around the age group of 20-29 are more trend conscious and self centered Their drawings showed more details compared to other age groups. The Ladies around 30-40 are more looking for value for money and convenience.
Customer Analysis Mind Map Students
Customers @BLUSH TCS Employees TCS Trainees
Professionals
NIFT NID DAICT Others
Shukan Eye Aastha Kanam Infocity Kudasan
Housewives
Nearby societies
SWOT Analysis
STRENGHTS
WEAKNESS
- Excellent service - Low prices - Hospitality - Loyal customer base - Open all days - Visibility - Versatile
- Lack of human force - No proper billing system - Absence of branding and marketing - Financial limitations - Weak Brand
OPPORTUNITIES
THREATS
- Potential customers in the vicinity - Less competition - Unexplored potential - Location - New services
- Brand names are preferred - No USP identified - No proper billing system - One person centric business
Design Project 1 | Small Business Developement
pestel analysis
political
environmental
Social
changing government rules & regulations for businesses. introduce new loans for small scale businesses. introduce new instruction programmes for beauty cultural field through youth center.
Decreasing interest rates for business loans. increasing cost of cosmetics. Decreasing personal income of people. increasing price of beauty cultural technical instruments.
there are so many young people around the beauty parlour. increasing more sales in festivals & Wedding seasons. higher demand for indian fashions. Some times in wedding seasons most parents need traditional dressing for their young daughters.
technological
economical
legal
Use laser treatments for pimples. Use galvanic tools for facial treatments. Use head massages, hair iron for hair dressing. Use new skin whitening creams & technical machines. Use internet to promote salon & give opportunities for customers to get appointments through online.
cost per unit of output is very high new business financial limitations Weak Brand
government introduces higher taxes for businesses & some taxes for cutouts, and banners. it is very badly affected to businesses. not registered.
Design Project 1 | Small Business Developement
TOUCH POINTS Creative and Passionate
Hardworking and dedicated
Open to Change
Warm and welcoming
Friendly and talkative
Responsible person
Enthusiastic in learning
Humble nature, soft spoken
Sensitive about her customers
Gives beauty tips
Quick at her work
Versatile in terms of methods
Teaches her skills unprofessionally
Loyal customer base
Member of cosmetic brands
Recurring customers
Visible and accessible
Genuine quality products
Feel good experience
Sense of special treatment
Prices are reasonable
Television and music
Sells jewellery
Make overs available
Open all days
Variety of services
Flexible timings
Flexible services
Well accessible by watsapp
A certified professional
Good reputation
Skilled at her profession
Ready to invest
Expertise in Eye brow shaping
Maintains hygiene & cleanliness
Usually busy during 1st & 2nd week
Customers feel confident
Free time during afternoon
Wants development of business
Passionate about her work
PAIN POINTS No Feedback mechanism
No Advertisement
No proper combo or packages
No proper records
Branding lacks design appeal
Easily fooled by people
Emotional nd doesn’t think rationally
Display lacks attention
No hairstyle catalogue
No mention of make-up
Not fluent in Englsh
Not registered
Lack of monetary management
Needs help with accounts
Less number of permanent customers
Lack of awareness
No USP marketed yet
Prolong talks results in long wait
Less permanent customers
No billing system
Building stress on her
Hectic schedule
Parlour remains shut in her absence
Not a visionary, simple lifestyle
Long waiting during rush hour
Dont keep in touch with customers
Doesn’t wear apron
Timings alter acc to her convenience
Depedent on autowalas
No own transport
Lack of professsional attitude
No stool for kid’s haircut
No provision for cleaning combs
Not well exposed to gadgets
Not well exposed to technology
Works alone
No good lighting ambience
Normal tubelights used
Business dependent on one person
AC facility doesnt work properly
Clusters Doesn’t keep in touch with customers
Ready to invest
A certified professional
Teachers her skills unprofessionally Hardworking and Dedicated
Quick at her work
Warm and Welcoming
Friendly and talkative
Easily fooled by people
No own transport, dependent on autowalas
Creative and Passionate
Needs help with accounts
Well accessible by Whatsapp Maintains hygiene and cleanliness
Passionate about her work
Not well exposed to technology & gadgets
Emotional and doesn’t think rationally
Versatile in terms of methods
Gives beauty tips
Humble nature, soft spoken
Not fluent in English
Skilled at her profession
Sensitive about her customers
Open to change
Enthusiastic in learning
Not a visionary, simple lifestyle
Responsible person
Doesn’t wear apron
about MANISHA
Expertise in eyebrow shaping
Good reputation Usually busy during 1st & 2nd week Free time during afternoon
Prolonged talks result in long wait
Lack of awareness
Lack of
professional
Hectic Schedule
attitude
Wants development of business
Lack of monetary management
No mention of makeup
about BLUSH
Remains shut in Manisha’s absence
Not registered
Loyal Customer Base
Timings alter according to Manisha’s convenience
No proper records
No billing system
Long wait during rush hour
Visible and accessible
Make overs available
No provision for cleaning combs
No stool for kid’s haircut
Television and music
Less number of permanent customers
Member of cosmetic brands
Business dependent on one person
AC doesn’t work properly
No hairstyle catalogue
Recurring Customers
Genuine quality products
Branding lacks design appeal
No USP marketed yet
Sells jewellery
Variety of Services
No good lighting ambience, normal tubes used
No advertisem ent
Open all days
Flexible Timings
about SERVICES @BLUSH Customers feel confident No feedback mechanism
Feel good experience
Sense of special treatment
Prices are reasonable
Connections
Passionate Creative Enthusiastic to learn
enhancing exposure
No record of income
bill book
Very submissive with money
Open to change & versatile
Quick learner
No exposure
Good reputation
Sensitive about her customers
Well accessible
Gives beauty tips Her age near to target age group
Quick at her work Ready to invest
Customers feel confident Feel good experience
expansion Wants to develop business
Humble & sweet Friendly talkative
position as a saheli
Vision to expand
Financial limitations
Loyal customer base
Trust factor
Genuine quality products
Flexible services Expertise in eye-brow shaping
Variety of services
No major differentiation factor
custom services
core of the business
Sense of special treatment
Hardworking & dedicated
Reasonable prices Maintains hygiene
No mention of makeup
Versatile in terms of her methods
Certified professional
No hairstyle catalogue
Teaches her skills
menu redesign
teaching
Not all services on menu
Usually busy during 1st & 2nd weeks
Old prices
Free time during 1st half No Combos
unexplored potential
Visible and accessible
Flexible timings
Open all days
Immediate Phase
Happy Hour
Workflow management
Discounts & coupons
Introducing billing system
Ambience change (light & fragrance)
Events
Public outreach
New customers
Prototype product launch
Long term implementation
Beauty Clinic
Training Institute or Beauty Academy
Short term
Teaching
Beauty tips & demonstration online
(2-4 months)
(3-6 months)
Workshop (self-help groups & NGOs)
Mini makeup kit
(monthly subscription)
Collaboration (beauty fruit Mobile services & expansion of product services baskets & beauty supplements) In collaboration with a fruit seller
Strategy Report
1.Manisha Personal Grooming: Observation: Her personal life study shows that even though being excellent at her work she lacks exposure about high end styles, latest trends. Validation: The target group involves College students and working professionals who are trend conscious and keep updating themselves with latest styles. Strategize: • • •
Youtube channels Trends app Parlour visit
Professionalism and communication: Observation: Manisha comes across as a very bubbly talkative person and is around the age group of the target customer. Customers connect with her conversations She gives beauty tips, However, she sometimes keeps talking even while giving service and that sometimes prolong the wait of the customers.
Validation: In customer interview we found out that the USP of the parlour lies in Manisha didi’s liveliness and the care she shows , at the same time for working professionals time is money. Strategize: • • • • •
Apron for a more cleaner and professional first appearance Beauty tips on whatsapp groupA Group on whatsapp named Blush ladies that contains custom beauty tips will be maintained to extend the customer relationship Continuing her positioned image as Saheli We framed certain work ethics after discussing with her about the balance between her conversations and work time.
2.Customer Core: Observation: All the major things that come into contact with the customer like towels,Puff etc are usually same for all customers. Validation: Sometimes during rush hours, the towels may be unclean and may effect the customer experience Strategize: • • •
Disposable towels after every cleaup, facial and waxing Tissues for eyebrows Handwash
Peripheral: Observation: There are certain services that are availed every month by target group. There is no database collected of recurring customers Most availed services are eye brows and facial Validation: The average frequency to visit parlour among target group is 20-30 days. Customers like when a service is customized. Strategize: • Feed back book with customer details Customizable service book: • A detailed segregated chapters of services depending on the skin type and face shape. • More detail and control over options • More visual and detail description on ingredients and process of treatment Blush special Facial1.consultation 2.Skin test to determine what type of facial 3.Free products Special Combos1.Most commonly availed services plus a few more at a discounted price (Behavioural Economics)
Membership1.A membership service card is issued to customers and points are added everytime they avail a service proportional to the cost of the service. And all the added up points can be availed for a free service of equal worth.
Magic: Observation : There is no follow up on the customer once she leaves the parlour No major differentiation factor or strong recall Validation: In customer study , a lot of people complain that there were times when they had a bad service but never complained, when we brought this to manisha’s notice she assured 100% that she would like to follow up on her customers.
Strategise: Heart Box-A unique way of feed back system where a customer is given a heart cut paper along with bill,they may drop it in the box outside as a sign of their satisfaction. Beauty tips book-During the waiting time there are small book lets of beauty tips that target their com Beauty tips book-During the waiting time there are small book lets of beauty tips that target their common problems on the table Candy/Cupcake-A sweet treat when they leave Whatsapp message-A message that after they leave thanking them for their visit and assurance. Bday/Anniversary offers-Special offer and discount only for them
3.Blush Immediate Implementation: Observation: Mornings in the Parlor are usually free while, Evenings it becomes too crowded and sometimes is difficult to manage alone. Validation: Foot fall between 11-4 is much less than 5-8. Strategize: Happy Hours: Students will get a 5% off during 11am-4pm when an ID proof is shown from Monday to Friday. Observation: Manisha becomes confused and tired when she has to manage multiple people at the same time This effects the service and the customer satisfaction Validation: Especially during the evenings and when there are special functions and festivals this situation is commonly seen Strategise: Work flow management: An algorithm is made to help her multi task during rush hours. Some main points are to attend the customer with service that takes least time. waxing and facial can be done simultaneously as both of them require certain space in time in both of the services.
Observe: She is very submissive with money and there is no record of her revenue or cash flow. She is not much educated and cannot write. Validate: In conversations with didi we found out that there has been situations when she wasn’t aware of her own business profit. Strategise: A bill book with info graphics was made where she only had to tick on the option and write the amount. Observe: White lights are used in the parlour.The parlour is clean but there is no special fragnance Validation: Lighting effects the perception of beauty majorly as they control the amount of pupil dilation. Strategise: Yellow lights are placed. Special fragrance Observe: Customer study revealed that there are certain common beauty problems among the target group There is a certain trust factor on Manisha from her customers She usually gives tips and guides them to overcome these problems Strategise: Prototype product launch
Observe: we discovered that there is very less awareness of blush among the potential customer group. We took blush’s 1st anniversary as an opportunity to increase the awareness. Validate: while conceptualizing the event we found out that human being always get inclined towards incentives and is one of the best method to create impact and recall. Event: Discounts & Coupons Public Out reach New customers
Short term Implementation Observation: She has very good interpersonal skills and she teaches in the afternoon for free Validation: every small business needs diversification in terms of monitary cash flow and this seems to be an appropriate option keeping in mind manishas image. Also there are a lot of girls who are interested to learn from her. Strategise: We suggested a time and certain teaching models she can apply, in the afternoon where she is free and can teach those who are interested on an agreement in which 1 year would be learning as well as handson in the parlour itself and from next year they would be learning under her brand for mobile services as an employee. Workshops in self help groups- There are a lot of women self help groups that were interested to host teaching sessions and workshops on beauty and personal care
Workshops in self help groups- There are a lot of women self help groups that were interested to host teaching sessions and workshops on beauty and personal care Observation: There are many customers who want manisha to come to their place to get service which she cannot do because the parlour depends on her the entire time. And in terms of future expansion she has various limitations because of her family and personal reasons. Validation: This was consulted in customer interview and the response was that privacy and convenience matter most. Strategise: Mobile servicesThis is an option to increasethe convenience to customers as we are directly reaching out to them at door steps.Customers would contact Blush ofc and choose their services. During the second year of the Students,they would be employees who would be travelling to the customer’s place to offer the service. Transportation charges would be beared by the customer. Online Beauty tips and DemoThis is to increase her credibility among the customers and also for popularity. Continuation and Expansion of Product line. Fruit Baskets and beauty supplements-We have organized for a collaboration with nearby fruit vendor who agreed to make combos and fruit baskets that would be sold at blush and advertised as beauty baskets with nutritional reasons and the effects that they bring to the skin. Mini Makeup kitsA lot of people have not much awareness about the exact makeup type and brand that would suit them, so a detailed consultation would be taken from the customers interested and subscriptions would be offered on a monthly basis that provide them mini monthly kits.
Long term Implementation ClinicThe Beauty parlor would be positioned as a parlor with the traits of a dermatological clinic, The routine services would continue while a few more special services/treatments will be introduced under blush brand..Most services will receive a little extra that is a skin checkup before trying out anything. Teaching Academy The teaching line would continue and could eventually grow into a certified academy for beauty services.
Blush Birthday Party!
Come join us in celebration! Blush has turned 1 on 4th March 2015. We took it as an opportunity and planned a promotional event to increase the awareness among the potential customer base.
Event Brief Following are the reasons of planning and executing the event:
• Prototype of brand launch • Increasing awareness of blush amongst the potential customer
Conceptualizing Event Event has been positioned as a birthday party celebration so that existing customers feel connected to Blush and potential customer do not hesitate joining for celebration and end up buying the prototype products.
Approvals & Consultations 1. Approval and permission were taken well in advance for putting up promotional banners outside Pramukh Arcade from the owner and nearby shops. 2. Things were consulted properly with the proprietor and a fixed amount of budget was allotted for everything.
Physical requirements for event • Venue: Blush, the beauty point •
Route of the event: Map attached
•
Event Marketing: o Banner o FB Page o Invitation Cards o Message on WhatsApp/SMS
•
Event Promotion: Word of mouth by existing customer base Offering special 15% discount on all services to create hype. Gift coupons offering 20% discount.
Prototype Product Launch Product range was designed keeping in consideration the problems faced by a large number of people in the local area, such as hair fall, dandruff, dull/dry skin and pimples. Following are the product categories: Face pack (Normal-dry skin) Face pack (oily skin) Hot oil (Hair fall, dandruff ) Profit and Impact Measurement of Prototype Product Launch SAMPLE 1 Approximate Cost prize: 400/Number of samples: 50/Selling Prize per piece: 15/Total Profit: 350/SAMPLE 2 Approximate Cost prize: 600/Number of samples: 50/Selling Prize per piece: 20/Total Profit: 400/SAMPLE 3 Approximate Cost prize: 1,000/Number of samples: 60/Selling Prize per piece: 20/Total Profit: 200/-
Prototype Product Launch
Impact Measurement Per day customer visits (average) • Before event: 6 • During the birthday week: 15-18 • After the event: 9-10 50-60% rise in percentage
Weekly income of blush (average) • Before event: 5,000/• Blush Birthday week: 12,000-15,000/• After Birthday week: 8,000/-