Transforming the Beauty Salon Rebecca Horton, SERV 724, 10 May 2012
toolkit
Glimpse of results
Four frameworks
AďŹƒnitizing and condensing
Scoring the Results Criteria
Weight
Feasibility
12
Viability
20
ROI
18
Customer fulfillment
30
Dierentiation
20 Total
100
e Matrix
Sample results
Top Ideas Feasibility Viability • • • •
• • • • • •
Truck with immersive experiences that frequents busy offices Play pretend dress-‐up immersive environment for kids Stylists' knowledge is brought digital so users can access anyGme/anywhere The "Closers" Club hair services with liquor, cigars, darts, premium hair care products (look up Floyds in Denver) Lunch comes to you with a hair cut and style Weekend-‐long girls retreats to restyle and get away Moms getaways with lifestyle Gps Stylists in retail stores Bring Your Own Product and Lessons Computer system that tracks haircare data and makes suggesGons
ROI
Customer fulfillment
Differen9a9on Score
7
10
10
9
8
894
8
9
9
8
9
858
7
9
9
8
7
806
8
8
9
8
7
798
9
9
7
7
6
744
8 8 8 10
8 8 8 10
7 7 8 4
8 8 6 7
6 6 7 5
742 742 720 702
7
9
6
6
7
692
Click To style
Natalie has already worked a Natalie looks down at her A little flustered, but mostly 10-hour day when she gets a watch and realizes she’s only excited, Natalie logs into her call from Mark saying that got an hour to get ready to Click to Style app to get he wants to do dinner lastmeet Mark. customized quick-styling minute tips based on the occasion and her stylist’s knowledge of her hair and taste.
Click to Style WHO:
For the savvy, well-connected man or woman
WHY:
Who always wants to look his or her best
WHAT:
Click to Style is an app that allows users to take their stylist on-the-go
HOW:
By storing customer data and personal stylist tips in the cloud Unlike the face-to-face salon Our service is accessible at the click of a button; anytime, anywhere Because we think that you deserve runway-worthy style every day.
e
Cascades
Image: joshuaporteruk via flickr
It’s Friday and Mark is finishing up work. He decides to give Natalie a call and invite her to a last-minute dinner. With only an hour to kill before meeting her, he needs something to do that’s nearby the office and that will help him cool off after a hard week.
Mark decides to swing by the Cascades on his way to dinner for their happy hour special, a straight razor shave. While he gets his shave, the salon presses his clothes and Mark enjoys a glass of whiskey on the rocks.
An hour later, Mark meets Natalie feeling fresh, confident, and at-ease. Natalie is totally wowed by Mark’s appearance and can’t wait to spend the evening with him.
The Cascades WHO:
For the busy professional
WHY:
Who wants to freshen up after work in a relaxed, clublike atmosphere
WHAT:
e Cascades is an exclusive men’s club
HOW:
at blends the feel of a high-end bar with that of a vintage barber shop Unlike frou frou salons that cater primarily to women Our service is Rocky-Mountain inspired, serving up specialty drinks and rugged styles Because we believe that men should never be seen as second best.
Fresh
Escapes
Image: stuckincustoms via flickr
Stressed and exhausted halfway through a crazy week, Julia wants nothing more than to escape for a few days.
Julia’s friend Katherine recommends Fresh Escapes. Quickly enticed by the idea of letting her cares float away, Julia books a spot for an all-inclusive weekend of pampering and lifestyle coaching.
Early Friday evening, Julia catches the Fresh Escapes bus that will take her and other frazzled locals out into the countryside for the weekend.
While Julia relaxes in the sun on Saturday, a nutrition counselor plans a family menu for the coming week based on Julia’s preferences and a stylist selects a few new pieces for Julia’s wardrobe.
Fresh Escapes: Weekend WHO:
For the individual who values quiet and peace-of-mind
WHY:
at is seeking a weekend getaway to balance body and soul
WHAT:
Fresh Escapes offers all-inclusive weekend excursions
HOW:
at allow participants to escape the cares of daily life for a few days while bringing order and clarity to one’s weekly routine Unlike the spa or resort Our service focuses on the causes of stress, not just the consequences Because you deserve to live a balanced, harmonious life.
Fresh
Escapes
Image: neilkrug via flickr
It has been a busy day of work for Karen, lots of demands from the boss and 5 oclock is nowhere close.
When lunchtime finally rolls around, Karen decides to escape the office for an hour and heads outside.
Parked alongside the local food trucks, a stylist invites Karen to come inside for a quick touchup, massage, or treatment. Karen is delighted! e truck even has a small rack of clothing, where Karen selects a dress to be delivered to her office before she leaves work.
Fresh Escapes: Weekday WHO:
For the busy professional
WHY:
at wants a mid-day escape
WHAT:
We are a mobile salon
HOW:
at offers quick and convenient styling over lunch and brings the benefits of a personal stylist right outside your office Unlike the typical lunchtime spot Our service provides a mid-day boost of confidence and a shot of relaxation Because sometimes you need to truly get away in order to find deep refreshment.
Storyville Where fantasies come to life
Image: blackbutterfly via flickr
Sally and Jake are tired of playing at home and want to try something new. Not even playing outside seems to provide the distraction they’re seeking.
Mom decides to take the kids to a service she recently saw advertised online. For a flat hourly fee paid up-front, her kids get to try on costumes and live out their imaginations in a variety of modular sets.
Sally and Jake have a blast dressing up as knight and princess and end up making several new friends in the process.
While the kids are busy playing, mom gets a chance to relax at the Storyville pool for a few hours.
Storyville WHO:
For the parent who always puts her kids first
WHY:
at wants to escape while the kids have the time of their lives
WHAT:
Storyville is a place where children [or adults!] can enter the world of imagination
HOW:
By trying on new personas and engaging in genuine group play Unlike a babysitting service Our service immerses your kids in a rich, unusual environment that stimulates their minds while you get a chance to relax and unwind Because we strive to stimulate our customers by creating an environment that caters to those needs that often go unnoticed.
The End