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Hi Lovelies! 

So, let’s rewind a bit. I’ve recently made a major move – physically and professionally. For the past 14 years, I’ve been immersed in the world of Lash Artistry. It all began with a home salon, where I poured my heart and soul into my craft.

Fast forward through the years of honing my skills, building relationships, and embracing parenthood, and I found myself at a crossroads. 

With two kids in tow and a growing clientele, it was time for a change. So, I took the leap and expanded into a larger space, which I actually bought, where I  was training students for over 5 years.  But as fate would have it, the world turned upside down with the onset of COVID-19. Like many others, I was forced to pivot and adapt. So, I made the tough decision to sell my space this year, after seeing a drastic change in student intake and explore new opportunities.

Enter Salon Lane – a vibrant co-working space in the heart of Brisbane, Australia. It’s a bustling hub of creativity, where professionals from various industries converge to bring their visions to life.

And guess what? I’m now part of this dynamic community, embarking on a new chapter in my journey.

Transitioning back to client services after focusing on education has been both so awesome and challenging. It’s a return to my roots, a rekindling of my passion for hands-on work. I missed looking after clients. 

I’m diving into the topic of starting a new business in today’s world. Starting a new venture isn’t easy, especially with the current cost of living crisis. Prices are skyrocketing, businesses are closing down, and jobs are becoming scarce. Many people are forced to move away from cities due to affordability issues.

In response, a lot of folks are exploring entrepreneurship. Some are delving into digital marketing, while others are venturing into services like lash extensions and brows. I have many students who are eager to learn and transition into these fields.

6 key factors for building a successful business in 2024

Today, I want to share 6 key factors for building a successful business in 2024, even if you’re new to the world of entrepreneurship. But before we delve into that, it’s essential to clarify that there’s a distinction between providing services like lash extensions and the business aspect of running a successful enterprise.

Location:

First up, let’s talk about location. Where you set up shop matters. Starting a business in a rural area with limited spending power can pose challenges. While it’s still possible to establish a presence, charging premium prices may not be feasible due to lower demand and affordability constraints.

Choosing the right location for your business is crucial, especially in areas where there’s a concentration of wealth. 

I recently decided to invest in renting a space in Teneriffe, a prestigious area in Brisbane known for its affluent residents. 

However, renting in such areas comes with a hefty price tag, quite literally. If you’re starting from scratch with no existing client base, high rent costs can be daunting. It’s essential to have a financial buffer for the first few months and negotiate with your landlord for potential discounts or incentives, such as a rent-free period or reduced rates. 

This allows you to allocate resources towards advertising and organic marketing strategies, which I’ll touch on later in this video.

When considering location, keep in mind the spending power of your target demographic. Charging premium prices in areas where disposable income is limited is unrealistic. For instance, in densely populated urban areas with a significant number of low-income households, attracting clients willing to pay top dollar for lash services can be challenging. 

High-end clientele prefer establishments that offer a luxurious experience, which may not align with certain urban settings. 

SUBLETTING

If you’re on a tight budget and renting your own salon space isn’t feasible, consider alternative options like co-working arrangements or subletting a room from another beauty professional. 

Co-working spaces like Salon Lane offer flexibility, BUT at a higher cost.

Alternatively, you can explore collaborations with hairdressers or beauty therapists who don’t offer lash services. Negotiating a weekly rent for a room in their establishment could be a more affordable option. I have many friends that sold up their big academies and now rent a room in hair salon. It’s smart because of the cross promotion that is possible. 

Starting your venture with someone else’s support, without the financial strain of high initial costs, is a prudent move in today’s economic climate.

When selecting a location, assess the demographics of the area to determine if potential clients can afford your services and if there’s demand for lash treatments. Research the competition and evaluate how saturated the market is.

Opening a business in an area with numerous competitors may not be profitable, especially if they cater to high-end clientele. Building a brand takes time, so don’t expect instant success. Unless you’re skilled at networking and establishing connections, acquiring a steady client base will require patience and persistence.

Pricing

When it comes to pricing, market research is key. Consider the quality of your work and the experience you provide to clients. It’s not just about what you want to charge; it’s about what clients are willing to pay for the service. For instance, if you’re new to the industry, starting with lower prices might attract more clients initially. As you gain experience and improve your skills, you can gradually increase your rates.

Think about the duration of your services too. Unlike hairdressers, clients for lash treatments may not want to spend hours lying down. Faster and efficient service can justify higher prices. Additionally, excellent retention rates can also justify charging more. Clients are more likely to return if they’re satisfied with the results and the overall experience. 

Consider implementing pricing based on skill level, similar to how hairdressers have junior, second-year, and senior pricing. As a beginner, start with lower rates and adjust them as you gain expertise and build your reputation. By offering competitive pricing tailored to your area and clientele, you can attract and retain customers while growing your business over time.

PROMOTING ON SOCIALS

When it comes to promoting your lash business on social media, platforms like Instagram and Facebook are your best friends. Even if you think Facebook is outdated, it’s still essential for advertising. Since Instagram is owned by Facebook, it’s wise to use both platforms to reach a wider audience.

To be successful on social media, you need to be active. Attracting clients is a big step! Your Instagram feed acts like your business card, so make sure it looks professional with high-quality photos showcasing your best work. Avoid sharing poorly lit work, red eyes or extremely bas skin, as it could create a negative impression. Edit your pics well.

In addition to showcasing your work, mix in some inspirational quotes and engaging content. Reels have become increasingly popular, so aim to post at least one every day or every couple of days. Reels that are educational, on-trend, or humorous tend to perform well. Don’t forget to tag relevant accounts when reposting content.

For advertising directly to clients, share posts about your services, products, and lash care tips. If you’re targeting other lash artists, consider joining communities like Lash Tribe to connect with your ideal audience.

While it’s essential to maintain a consistent aesthetic, it’s also okay to mix things up a bit. Focus on creating content that is shareable and saveable, as these are key factors in social media engagement.

Once you’ve mastered Instagram, consider branching out to platforms like TikTok and YouTube shorts if you enjoy creating video content. Remember, it’s okay to draw inspiration from other creators, but always put your unique spin on things to make it your own.

By staying active, engaging with your audience, and sharing valuable content, you can effectively promote your lash business and attract new clients.

Marketing

When it comes to attracting clients for your lash business, marketing efforts extend beyond social media. One effective strategy is to build relationships and collaborate with local businesses in your area. For example, you can partner with coffee shops, gyms, makeup stores, or clothing boutiques that your ideal clients might frequent.

For instance, I quickly built a clientele when I moved into my new space by introducing myself to the owner of a local coffee shop. We established a mutually beneficial arrangement where they refer customers to me, and in return, I offer them a kickback for each referral. Similarly, I’ve collaborated with hairdressers in my co-working space, and they’ve sent clients my way too.

When considering potential collaboration partners, think about where your target market hangs out and how you can offer them value. For instance, you could offer free lash services to gym members who refer new clients to you. By providing a compelling incentive, such as free refills for life, you encourage ongoing referrals and build a loyal client base.

It’s essential to prioritize face-to-face interactions when reaching out to potential collaborators. Emails may not be as effective as personal connections. Be transparent about being new to the area and express your willingness to collaborate and offer great and valuable incentives for referrals.

Additionally, the location of your business plays a significant role in your ability to collaborate and attract clients. If you operate from a home salon, ensure it’s in a favorable location where you can easily connect with local businesses. Having a home salon doesn’t limit your collaboration opportunities as long as it’s in a strategic location.

By leveraging collaborations with local businesses and offering compelling incentives for referrals, you can effectively market your lash business and attract clients beyond social media channels.

Create and Experience

Creating a positive and enjoyable experience for your lash clients goes beyond just providing great lashes. It’s about the entire atmosphere and the way you make them feel from the moment they arrive until they leave.

Firstly, consider practical aspects like parking. Ensure your clients have convenient parking options nearby to avoid any stress or delays before their appointment. Sending them an email beforehand with parking information and other details can set expectations and make them feel more at ease.

Next, focus on creating a welcoming and luxurious atmosphere in your salon or studio. Pay attention to details like temperature control, providing blankets for comfort, and ensuring your lash bed is incredibly comfortable. Memory foam beds, heated blankets in winter, and additional support for their back and neck can enhance their comfort and overall experience.

Moreover, your personal presentation matters too. Ensure you’re clean, well-groomed, and considerate of any scents, especially if you’re a smoker. Pleasant scents and a professional appearance contribute to a positive impression and make clients feel more comfortable during their appointment.

Additionally, pay attention to the client’s preferences and comfort level during the appointment. Offer them options for music, podcasts, or even their own playlists to listen to during the session. Respect their desire for conversation or silence by asking them how they feel and whether they prefer to chat or relax quietly.

Ultimately, it’s about making each client feel valued and cared for. People remember how you make them feel more than anything else. By creating a warm, nurturing environment and providing exceptional service, you’ll increase client retention and ensure they keep coming back for more.

Referrals

Referrals are a powerful way to grow your client base and keep them coming back for more. By offering incentives for your existing clients to refer their friends and family, you can create a win-win situation for everyone involved.

When a new client comes in for a lash appointment, I provide them with an aftercare bag. I provide one from Lash Tribe. Inside, they find a cleanser, a cleansing brush, and three referral cards they can give to others. If someone they refer comes back to me, both the new client and the referrer receive a $25 discount on their next service. 

Additionally, I include a voucher for another service in the bag. Although the pouch and its contents have a perceived value of $75, it actually costs me much less.

People appreciate receiving gifts and feeling valued, so these small gestures go a long way in building customer loyalty. By focusing on retaining existing clients rather than constantly seeking new ones, you can save on marketing costs and build a strong, loyal customer base.

If your client return rate falls below 70-75%, it may be worth examining why. It could be due to factors like discomfort during the appointment, changes in their financial situation, or simply not enjoying the service. Poor retention of lashes is usually a huge factor as well. 

By addressing these issues and providing excellent customer service, you can improve your retention rate and ensure long-term success.

Remember, I’m always here to help troubleshoot any issues and provide guidance. You can reach out to me on Instagram, Lash Tribe, or my new SKOOL community, launching in May. The SKOOL Community is my new baby, a Lash Course and Community Membership for only $7 per month, where beginner as well as advanced artist have access to online learning, as well as community support. 

I aim to respond to inquiries within 24 hours, so don’t hesitate to get in touch.

Starting a new business can be challenging, especially in today’s economic climate. The rising cost of living, job losses, and business closures make it tough to navigate the entrepreneurial landscape. However, with the right strategies, it’s still possible to build a thriving business even if you’re new to the game.

If you found these tips helpful, let me know in the comments below. Don’t forget to follow Lash Tribe for more business insights and updates. 

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Beginners Classic Eyelash Extensions Mastery & Business | 4 Day Training Course

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5 Day Training Info Pack

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