To Expand , Or Not To Expand: That Is The Question

By Rachel Diaz - Founder, LoveBeauty Skin Clinic

A common question I often receive from my mentoring clients is, “When is the right time to expand?”, particularly in relation to hiring new team members and seeking larger commercial spaces.

Expanding your business is an exciting milestone, but it requires careful planning and execution. Reflecting on our own journey, here are some of the practices we implemented to ensure our growth was both warranted and sustainable.

Establishing a Strong Foundation

Before expanding, we critically assessed our core operations. Growth is only possible when your existing business is running smoothly. For us, this meant refining our reception and training processes, while optimising customer service and administrative tasks to ensure a consistent client experience and efficient treatment protocols that deliver the best results.

With our team’s help, we developed detailed protocols for every department within our business to maintain quality for both new and long-standing employees. Standardised training ensured every team member embodied our brand values, language, knowledge, and skills.

Recognising the Signs of Readiness

Expansion should never be based solely on ambition—it must be driven by actual data and client demand. We knew we were ready to find a larger clinic due to the (somewhat stressful) consistent demand from our current waitlist and the number of clients we were turning away.

Consistent Demand

During the COVID period, we experienced sustained growth in client bookings and enquiries that exceeded our current capacity. Our existing team couldn’t accommodate the additional responsibilities or clients, so we proactively planned, hired, and trained ahead of time. This allowed us to open and book two more full-time columns from our waitlist even before launching the new space. A thorough review of our cash flow confirmed we could invest in this growth without jeopardising operations despite the increased overheads.

Building Scalable Systems

Growth isn’t just about hiring more team members, opening more locations, or expanding services—it’s about replication and scalability. We asked ourselves, “Would our current processes work at triple the volume?” Some key adjustments included:

• Implementing superior POS technology to streamline appointment scheduling and inventory management.

• Creating a replicable onboarding system for new hires to maintain consistency. When we relocated to our 270-square-metre clinic, we already had the larger clientele to keep us booked and busy. However, we quickly realised it felt like opening an entirely new business. We needed more reception staff, additional retail products on the shelves, professional stock readily available in rooms, and double the devices—such as skin needling pens and LEDs—to service everyone effectively.

Focusing on Brand Identity

Expansion is an opportunity to amplify your brand. To ensure we didn’t lose our personal touch or connection with clients, we stayed true to our original mission. We reinforced our brand’s unique values across all marketing, client, and internal communications. As a clientled business, our expansion decisions always aligned with what our customers value most— holistic, results-driven care.

Testing the Waters

Before committing to expansion, we gathered client feedback to ensure the new location and treatment offerings aligned with their needs. They were just as excited as we were, and we took them along on the journey via social media. By creating hype and excitement, we were fully booked before our big opening.

Building a Strong Team

We recognised that successful expansion depended on our people. A strong, motivated team is essential for sustainable growth. We invested in professional group development and maintained open communication. Weekly check-ins helped manage any growing pains and ensured alignment with our vision for the future. This also marked the perfect time to bring in a People and Culture Manager to support both myself and the larger team.

Knowing When to Pause

It’s important to recognise that not every opportunity is the right one. Growth should never come at the expense of quality. If resources, finances, or team morale feel stretched, it’s okay to pause and regroup before moving forward. Timing is everything.

By focusing on preparation, scalability, and staying true to your values, you can grow in a way that feels both authentic and long-lasting. Remember, expansion isn’t just about growing bigger—it’s about growing better, together!

@lovebeautyskinclinic