Issue link: https://www.ascpskindeepdigital.com/i/1357981
Listen to the ASCP Esty Talk podcast at ascpskincare.com/podcasts 61 WRITE A BUSINESS PLAN Once you are convinced you have the passion, and you've set your goals and done the math, it's time to put all the data into a written plan—a business plan. According to Ngozi, "You don't know where you are going if you don't know where you want to be. Make a plan and use it as a guide to grow your business!" So how do you write a business plan? According to the US Small Business Association, "There's no right or wrong way to write a business plan. What's important is your plan meets your needs." 1 For examples of traditional and lean start- up plans, as well as other business plan tips, visit sba.gov/ business-guide/plan-your-business/write-your-business-plan. CREATE A WEBSITE When starting out, Ngozi suggests investing in a simple website that includes a home page, an "About Me" page, a service list, and photos of your work. But before jumping in with both feet, first make a list of (1) what you want to do with your website; (2) what your goals are for your website (scheduling, retail, etc.); and (3) what features you want your site to have (photos, videos, blog, contact form, social media features, etc.). Once your list is created, let your tech smarts guide you to either create your own website (using a site builder) or hiring someone to help you. If you decide to create your own site, you're in luck. Most site builder programs and apps are fairly simple to use and most offer free trials or money-back guarantees. This will allow you to experiment with a few to see which works best for you. Some popular website builders include: WordPress, Squarespace, GoDaddy, Constant Contact Website Builder, and Shopify. And don't forget that ASCP members have access to a free website builder and hosting services. SET GOALS According to Sarfati, building a successful business requires proper planning, and she believes it is imperative to set goals—especially in a volatile market. "Goals should be based on the tangible factors of your business," she says, "including the amount of space in your treatment room, assigned retail space, and the amount of revenue [that will be] generated by both services and retail." To start your plan, Sarfati suggests setting 6-month goals. Once those are achieved, she says, develop a 12-month plan to create even further growth and development. DO THE MATH Understanding your business's finances is another important step in setting goals, according to King. "Many of us go into this work as we love the craft, helping others, and the transformative power of touch," she says. "But we don't like the figures, the books, or the financial details of the business." In order to be successful, "you need clients to see you monthly and buy their products from you," she says. "You need to invest in technology and systems to help you—like equipment to provide amazing results and an excellent software program for easy online booking, point-of-sale, and client management system." When it comes to setting your goals and starting your business, Crystal Ngozi, a beauty business coach, licensed esthetician, and brow and makeup artist, recommends starting slow and small, while knowing your business will grow over time. First steps? "Complete your business plan and marketing plan," she says. "It is daunting but so worth it!" "Social media is the greatest tool we have ever literally had at our fingertips to share what we do quickly and easily, but never forget the power of telling someone you would love to be their professional skin therapist."—Annet King