Business Development Plan Project Assignment Sample

Business Development Plan Project Assignment

1. Introduction

The beauty and personal care sector has been expanding steadily globally.. People value self-care and are willing to spend money on beauty services, which might make the salon industry profitable (Alexis, 2019). Salons provide services that appeal to both men and women as well as a wide spectrum of other customers. Haircuts, styling, colouring, facials, manicures, pedicures, and other beauty services are frequently requested. To improve their appearance and increase their confidence, people search for qualified professionals and high-quality services. Once clients find a salon they are happy with and trust, they frequently return. Regular visits to salons are necessary for grooming, beauty, colouring, and haircuts. This builds a base of devoted clients who can supply a consistent flow of business.

DIBS salon is a start up partnership business situated in Liverpool, UK which is intended to carry out their business which will offer services for eyelash extension and laminations especially along with other hair treatment and beauty services (Campbell and Clarke, 2022) it will remain open from 9.00 A.M to 9.00 P.M on all days. Multiple thin extensions are attached to a single natural lash to achieve volume lashes, which have a fuller and more dramatic appearance. To protect the wellbeing and comfort of the natural lashes, the volume lash extensions are thinner and lighter. Both conventional and volume techniques are combined in hybrid lashes. They produce a textured and multi-dimensional effect by combining single lash extensions and handmade volume fans. A lash lift, commonly referred to as a lash perm, is a procedure that makes the natural lashes look thicker and more curled. In order to get a longer-lasting curl without the use of extensions, it entails curling the lashes from the base using a chemical solution.

Multiple partners who can provide financial resources to the company are a benefit of partnerships. Compared to a sole proprietorship, it is simpler to raise money because of this pooled investing capability. With their combined assets and trustworthiness, partners can also get loans or investments (Kim and Shin, 2019,).Partnerships provide management flexibility. The division of tasks and decision-making power between partners is up to them. This adaptability enables partners to successfully utilise their unique skills and talents. The workload can be divided among several partners, enabling a better work-life balance. By concentrating on their individual areas of expertise, each partner may boost productivity and efficiency. It will offer the best eyelash extension to targeted customers (Confetto et al., 2023). Administration is the key department of the business to control and administer the related work within the business. The department is handled by the partners who have enough experience and knowledge about this particular field. There is much commitment to ensure that the company fulfils its objectives.

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2. Purpose of Business Plan

The vision, mission, and goals of the salon are clarified by a business strategy. It enables the salon owner to express their ambitions and lay out the precise goals they wish to accomplish (Bastian and Zucchella, 2023). This sense of purpose helps to steer decision-making and maintains the company's long-term focus. An extensive market analysis that offers information on the target market, customer demographics, market trends, and competitive environment is part of any business plan. Financial projections in a business plan of DIBS Salon include budgets for expenses, profit projections, and sales forecasts. It aids the salon owner in determining the company's financial feasibility, gauging its profitability, and making expansion plans (Park and Lee, 2021).. A strong company strategy can also draw in investors or get finance from banks or other financial institutions.The operational structure of the salon is described in the business plan, together with the necessary employees, job descriptions, and organisational structure. The establishment of defined norms and processes for effective daily operations guarantees that the DIBS salon is sufficiently staffed with qualified specialists.

The salon can create successful tactics to set itself apart, find opportunities, and reduce risks thanks to this insight.The business plans are enacted for specific reasons. Among the main purposes the key purpose of business plan are

• To determine the viability of project and growth potential
• To act as supervisor for managing the proposed business
• To distribute the business resources appropriately
• Providing a detailed explanation of the new business including its services and products, marketing strategy and financial statements
• Providing an expected course of action for a particular period usually including an appropriate analysis of risks and uncertainties.

3. Company Description

3.1 Mission -

The goal of DIBS Salon is to deliver top-notch beauty and health treatments in a comfortable setting where our clients are made to feel special and appreciated. Through the use of cutting-edge methods, superior materials, and attentive service, we aim to enhance our clients' inherent beauty and increase their confidence (Robertson, 2021). We are dedicated to providing top-notch services that meet and surpass the expectations of our customers. We work hard to deliver great outcomes while assuring our clients' comfort and contentment with everything from hair style and colouring to nail services and skincare products.

Our customers are at the centre of all we do at DIBS Salon. We are committed to establishing enduring connections with our clients via open communication, trust, and a thorough comprehension of their unique requirements and preferences. In order for our clients to relax, recharge, and enjoy their salon experience, they work to establish a calm and pleasant environment. Our salon is created to provide a peaceful atmosphere that enables our guests to unwind and indulge in self-care.

3.2 Vision -

• To generate profit and enhances the profit yearly
• To enhance the number of customers
• To provide a client focused culture
• Building long lasting relationships
• To provide employment to women

DIBS Salon wants to create a space that is calm and friendly for customers. By consistently looking for new methods, fashions, and technologies, we aim to lead the beauty and wellness sector. Their goal is to deliver cutting-edge services that surpass the expectations of our customers and establish brand-new standards for excellence (Kuan et al., 2021). The customers can relax, reenergize, and delight in their salon experience. Our salon is created to provide a peaceful atmosphere that enables our guests to unwind and indulge in self-care. Our goal is to establish a client-focused culture where everyone who enters our doors feels respected, listened, and cared for. In order to keep our clients coming back, we aim to build long-lasting relationships with them that are founded on trust, dependability, and superior service.

3.3 Goals -

Depending on their unique business aims and objectives, DIBS Salon's objectives may change. However, the following are some typical objectives that DIBS Salon might work towards:

Customer satisfaction: At DIBS Salon, we place a strong priority on keeping our clients happy. This entails giving customers first-rate service, individualised attention, and establishing a warm and friendly environment (Symanzik et al., 2022). The salon strives to develop enduring connections, inspire loyalty, and promote positive word-of-mouth recommendations by meeting and exceeding customer expectations.

Delivery of High-Quality Services: DIBS Salon strives to continually provide its customers with Top-Notch Beauty Services. This entails ensuring that the staff at the salon is knowledgeable about the most recent trends and practises in the industry. DIBS Salon strives to give each client a satisfying and memorable experience by placing a high priority on customer service.

Business Expansion: DIBS Salon probably hopes to develop and expand, just like any other company. This can entail growing the clientele, adding more services, or opening new salon locations. The salon may establish precise goals for boosting sales, profitability, or market share and put methods in place to meet these aims.

Building a Brand and Reputation: DIBS Salon might work to create a powerful brand presence and earn a good name for itself in the beauty sector. In order to do this, the salon must continuously fulfil its commitments, present a professional image, and actively participate in marketing and promotional initiatives to raise brand awareness. DIBS Salon wants to stand out from rivals and draw in a devoted clientele by developing a trusted brand.

Innovation and Trends: It's critical for DIBS Salon to keep up with the most recent methods, tools, and cosmetics (Pieroni et al., 2019). The salon may set objectives to continuously innovate and roll out new services or treatments in line with customer preferences and market expectations. In order to establish itself as a pioneer in the beauty sector, DIBS Salon strives to remain at the forefront of industry trends.

3.4 Products and Services -

A variety of goods and services are provided by DIBS Salon in order to improve beauty, encourage wellbeing, and offer a full salon experience. A variety of nail care products are offered by DIBS Salon, including nail polish, base and top coats, cuticle oils, and nail treatments. In order to maintain the nails' health and attractiveness and to produce effects that persist for a long time, these items were chosen. A semi-permanent approach to lengthen, thicken, and volumize natural lashes is using eyelash extensions (Symanzik et al., 2022). Using a carefully developed glue, individual synthetic or natural lashes are attached to each natural lash during this treatment. The many lengths, thicknesses, and shapes of the lash extensions enable customers to create any desired look, from natural to dramatic. Usually, the extensions endure for a few weeks before maintenance or replacement.

By giving the natural lashes a lifted and curled appearance, lash lamination, also known as lash lift or perm, enhances them. The lashes are reshaped and placed in a curled configuration using a chemical solution. This procedure gives the appearance of longer, more defined lashes, which opens up the eyes and makes them appear younger. (Mai Chi et al., 2022).DIBS Salon might provide a range of brow services, including microblading, waxing, tinting, and brow shaping. By improving the contour and definition of clients' brows, these therapies help them to seem polished and well-groomed.

DIBS Salon may offer a variety of hair services, such as haircuts, hair styling, colouring, highlights, and hair treatments, in addition to its focus on eyelash enhancements. These services are made to accommodate a variety of customer haircare requirements, enabling them to obtain their ideal hairstyle and retain healthy hair. DIBS Salon may provide expert makeup application services for particular parties, occasions, or picture sessions. Makeup artists produce customised looks that complement their clients' natural characteristics and suit their preferences using high-quality products and methods.

3.5 Organisational Structure

The organisational structure of the salon displays a clear structure for leadership as well as a focus on operational effectiveness. The salon owner is the key decision-maker and is in charge of managing the company's whole operation, guaranteeing compliance with quality standards and leading strategic initiatives. The salon's supervisor, who answers directly to the business owner, oversees daily operations, personnel management, as well as client satisfaction (Aaker, 2018). This crucial position includes scheduling, managing customer appointments, and ensuring efficient operation within the beauty salon's operations. A group of qualified beauty experts with expertise in eyelash extensions and laminating treatments collaborate with the salon manager. These experts have the required training as well as certificates and remain current on market trends and best practices to provide clients with outstanding outcomes.

They collaborate closely with the shop supervisor to maintain the highest standards of client satisfaction as well as guarantee effective service delivery. Dedicated receptionists support the front-line employees by handling client enquiries, setting up appointments, including guaranteeing a positive salon experience (Bocken et al., 2018). In order to effectively facilitate interactions between consumers as well as employees members, they must first make the environment friendly for the clients. The beauty salon could additionally employ part-time personnel or assistants to help with administrative duties or to support the main crew during busy times. They provide the support that keeps the salon running without incident and raises satisfaction with customers levels generally.

3.6 Schedule of Tasks and Responsibilities

To guarantee the smooth and effective functioning of the business as well as the provision of great beauty services to its respected clientele, the calendar of responsibilities along with duties for everyone who works inside the salon has been carefully planned. The following list summarises each team member's primary tasks along with accountability, The owner of a beauty salon is crucial in determining the salon's general administration as well as strategic course (Burns, 2018). Setting company objectives, creating plans to attain them, and keeping track of the salon's success are their duties. Additionally, they manage monetary matters including budgeting, money management, as well as investment choices. They are also responsible for contract negotiations along with developing and keeping up excellent relationships with suppliers.

A key role in the daily management of the salon is played by the salon manager. They are in charge of overseeing all salon operations, making sure everything runs properly and organising the work schedule of the personnel. They are crucial in organising appointments for clients, making the best use of resources, as well as successfully managing schedules (Chaffey and Ellis-Chadwick, 2019). The salon manager is also in charge of inventory control, making sure that tools and supplies are kept well-stocked. Another important component of their position involves managing feedback from customers and swiftly addressing any complaints. They also aid in building a healthy and effective work environment by offering guidance as well as support to fellow team participants.

The eyelash technicians are skilled people with knowledge of executing eyelash extension and laminating procedures. Beauty professionals in general. They provide clients with great service by bringing their accuracy and aesthetic flare to the salon (Deakins and Freel, 2018). They play a critical role in working with customers in order to comprehend their personal tastes while offering choices that are appropriate. It is their duty to keep abreast of the most recent developments in business practices, fashion, and product technology.

3.7 Schedule of Remuneration

The compensation plan for staff members at the salon is thoughtfully created to guarantee competitive and equitable pay while honouring the abilities, knowledge, as well as efforts of every team member. The salon recognises the value of providing suitable employee rewards to promote a motivated and content team. Here is a summary of the compensation package for the salon staff (Drucker, 2018): The basic pay for beauty industry experts, particularly eyelash specialists, is reasonable and proportionate to their knowledge, training, as well as experience. Their income is based on this basic wage, which reflects the value they add to the salons and their specialised knowledge of eyelash augmentation and laminating.

Depending on the extent of their success as well as the money made from their services, employees have the chance of receiving commissions or incentives along with their normal base pay. They are encouraged to produce great outcomes and uphold high levels of client happiness while contributing to the salon's prosperity as a whole through this performance-based element of their compensation package. To evaluate their abilities, output, including customer feedback, periodic assessments of performance may be carried out (Gartner and Bellamy, 2019). Salary increases or incentives based on performance may result from favourable assessments, which will further encourage employees alongside rewarding them for their hard work and excellence. Salon management receives competitive remuneration that is reflective of their administrative competence, experience, as well as leadership qualities in exchange for managing every aspect of the business.

In addition to the basic income, their compensation package additionally incorporates bonus payments based on performance as well as incentives linked to meeting important metrics of performance. These metrics might include employee retention, revenue goals, and consumer happiness scores. The manager is encouraged to move the business ahead, guarantee flawless operations, and create a happy work atmosphere by linking their salary to the salon's performance (Hair et al., 2018). The salary package given to the salon manager could also include perks like medical coverage, a salary for the time left, and chances for professional growth, raising their overall pay and level of happiness at work. The hourly pay for receptionists along with part-time employees/assistants is competitive and takes into consideration their unique position and responsibilities inside the beauty parlour.

3.8 List of Office Equipment and Supplies

In order to satisfy the various needs of customers while maintaining a high level of service, running a successful salon requires a broad range of office equipment and supplies. In today's competitive beauty business, a well-equipped salon delivers an extensive service that begins when a customer walks through the door, extending beyond only providing treatments.

Treatment Stations

The treatment stations, where customers receive procedures like eyelash extensions and laminating, are at the focal point of every salon's customer service. The greatest comfort and convenience are offered to customers at these stations due to diligent design. In order to ensure that customers are comfortable throughout their treatments, it is crucial to select appropriate beauty beds or chairs (Hisrich et al., 2019). Additionally, proper lighting is necessary for beauty professionals to complete their duties properly. Variable lights are positioned strategically in important areas to address this, offering the best exposure for precise and laborious work.

Tools and Equipment

Tools and equipment designed specifically for eyelash extensions and lamination techniques are essential to a salon's efficient operation. With the use of these technologies, beauty specialists may design unique and beautiful looks for each customer which is an important part of the salon's services. The eyelash extension kit, the main attraction of this category, is an exquisite collection of necessities carefully designed to satisfy the wide range of needs of customers seeking to improve their eyelash appeal.

A variety of items, including adhesive, lash substitutes, curlers, brushes and tweezers are contained in the eyelash extension kit. With the help of this selection, beauty professionals may shape lashes in accordance with the individual tastes and features of each client. The availability of several lash options enables specialists to accommodate a broad range of tastes, from a dramatic, full-lash perception to a more comfortable expansion. Precision is essential in these operations and the use of curlers, brushes and tweezers makes it possible for professionals to work diligently and provide stunning results.

It is impossible to adequately emphasise the importance of lamination materials. Carefully chosen ingredients are necessary for lash lamination, the procedure that gives lashes volume, lift and shape. Every component is carefully selected to get the best outcomes, ensuring the procedure's instant and long-lasting effects. Professionals could create lashes that become a distinguishing, long-lasting aspect of a customer's appearance because of the combination of science and creativity found in these materials.

Salon Furniture and Decor

The environment of a salon is crucial to the customer experience and goes beyond the straightforward supply of services. Stylishly chosen salon furnishing and accents provide a warm and relaxing atmosphere that welcomes visitors. The welcome desk, a multifunctional centrepiece, is at the centre of this arrangement (Kotler and Armstrong, 2018). It facilitates engaging and educational interactions by acting as a centre for information and a location for appointments and inquiries as well as informing customers about the variety of goods and services offered.

The waiting room, which is specially designed to provide guests a haven of calm prior to their treatments, plays a key role in the salon's atmosphere. Clients may relax and get ready for their beauty journey with the help of inviting sitting options and a beverage table. This section serves as a transition and starting point for the revolutionary experiences the salon offers. The overall approach to atmosphere creation is completed with well-placed advertising demonstrates. These exhibits offer both instructive and intriguing displays of goods and promotional materials. Customers become active players in their own beauty experiences by being given the freedom to research and make informed decisions.

Office Equipment

The success and efficiency of a well-equipped salon behind the scenes depend on a variety of necessary office supplies. Modern salon operations rely heavily on computers to manage appointments, client information, and different administrative tasks. This digital infrastructure promotes continuous communication within the salon, providing efficient scheduling and coordination.

Scanners and printers convert digital data into physical documents, carrying an equally important function. These tools bridge the gap between the online and offline worlds of salon administration, including client forms and advertising materials (Kuratko, 2018). Customers' experiences are further enhanced by these materials' materiality, which has a tangible effect.

In terms of operational optimisation, a point-of-sale (POS) system is the best. This solution streamlines client transactions while facilitating accurate inventory management, seamlessly integrating into the salon's process. The POS system turns the salon's back-end operations into a symphony of efficiency by streamlining payments while maintaining track of supplies.

3.9 Administration Budget

The beauty sector is a world of limitless potential where innovation and aesthetics mix to produce fascinating developments. The domain of eyelash extensions, a speciality that has become incredibly famous for its capacity to enhance natural beauty, is located in the centre of this terrain. Launching a new eyelash extension salon is not only a thrilling endeavour, but also a journey that demands thorough preparation, strategic thought, and a well-created administrative budget. This detailed guide examines each essential piece of the financial tapestry as it navigates through the complexities of developing an administrative budget for a new eyelash extension service.

Market Research and Location Analysis

Every successful business endeavour starts with an in-depth knowledge of the market it hopes to serve. Market research serves as the compass that leads business owners through the complicated world of consumer preferences, rivalry, and new trends. Salon owners may learn more about the unique needs and expectations of their target market by performing rigorous market research (Longenecker et al., 2018). This information serves as the foundation for pricing strategies, ensuring that services are positioned favourably while preserving profitability.

The potential reach of the salon is also greatly influenced by location research. The deliberate choice of a good location improves accessibility, visibility and foot traffic—the trio of elements that support a successful business. The setting provides the blank canvas on which the salon's journey develops, whether it is in a quiet neighbourhood or tucked away in a crowded retail centre.

Pre-Launch Marketing and Promotion

The road to success in the beauty business is sometimes paved with enthusiasm and expectation. This passion among prospective customers is sparked in large part by pre-launch marketing and promotion. It is ensured that enthusiastic anticipation will be there for the salon's big opening by allocating resources to designing an appealing website, producing fascinating advertising materials and organising attention-grabbing social media campaigns. The salon builds a solid basis for a customer ready to explore its services by creating a buzz before opening the door.

Lease and Interior Design

The physical area in which a salon is located has the capacity to charm and enthral. Rent, deposits and prospective renovations to make a welcoming and practical space are all part of signing a lease, in addition to the monthly rent. This room turns into a paradise of beauty through the use of interior design. Customers are surrounded by a luxurious and relaxing ambience due to carefully chosen furnishings, fittings and décor items that are crafted to connect with the salon's corporate identity.

Equipment and Supplies

Eyelash extensions require a symphony of specialised equipment and materials. These necessities, which are a crucial part of the administrative budget, consist of lash extension kits, lash curlers, brushes, tweezers and a variety of laminating materials. The variety of equipment available to beauty professionals enables them to create customised looks that capture the distinct personalities and preferences of each client (Mazzarol and Reboud, 2018). Every lash extension process is a work of art in and of itself because of the devotion to excellence in these tools.

Staffing and Training

A group of knowledgeable and devoted specialists is the basis of any prosperous salon. The expenses of hiring beauticians, receptionists, and managers include their wages, perks and other incentives. The administrative budget would be useless without spending money on personnel training. The success of the salon is largely due to its highly qualified professionals, who use the most up-to-date methods and exhibit proper customer care manners.

Administrative Technology and Software

The intangible threads that effortlessly connect salon activities together in the digital age are administrative technology and software. The digital backbone that simplifies processes, improves connections with customers and assures effective financial management is made up of appointment scheduling systems, CRM software, point-of-sale (POS) systems and accounting software. The efficacy and efficiency of the salon are maintained in large part by these digital technologies, despite the fact that they are frequently intangible.

Legal and Regulatory Compliance

An essential component of every new company venture is compliance with legal and regulatory regulations. The administrative budget allots funds for business licensing, permits, and insurance as well as for legal advice. Understanding the legal system helps to minimise the danger of future legal issues while also ensuring a strong foundation. A perception of credibility and dependability among customers is also fostered by adherence to industry standards and regulations.

Operational and Miscellaneous Costs

A successful salon depends on its capacity to adjust and handle unforeseen difficulties. The salon has a safety net that protects it from unanticipated events in the form of operational and other charges, which include utilities, maintenance, cleaning services, marketing materials and contingencies. Allocating money to cover these costs promotes a robust operating structure and guarantees the salon's ongoing functionality.

Making an administrative budget for a new eyelash extension salon is similar to putting together a symphony, where each instrument plays a part in the harmonious production of beauty. Each element effortlessly integrates into the tapestry of financial planning, from market research and location analysis that provide the framework to pre-launch marketing that builds expectation. The many notes that make up a successful composition are provided by personnel and training, administrative technology, legal compliance and operating expenses.

Salon owners carefully create this budget as they set out on a journey that goes beyond numbers; it is a journey of making beauty, establishing trust, and producing transforming experiences. The administrative budget serves as a blueprint for the salon's growth, guaranteeing that each customer enters to become a part of a symphony of beauty, creativity and elegance.

4 :Marketing Plan

A well-crafted marketing strategy is crucial to carve out a position in the competitive salon industry, which is an exciting endeavour for anybody launching a new salon. Due to DIBS Salon's speciality in eyelash extensions, there is a rare chance to draw in customers looking to improve their natural attractiveness. With the help of this marketing strategy, DIBS Salon's eyelash extension services will be efficiently promoted, resulting in a successful launch and ongoing growth.

Brand Identity and Positioning

Creating a memorable brand identity is step one in every successful marketing campaign. DIBS Salon has to figure out what it stands for and how to differentiate itself from competitors. The company may establish itself as a leader in the field of improving natural beauty by specialising in eyelash extension treatments and guaranteeing careful handiwork and individualised care. All subsequent marketing efforts will build off of this position.

Target Audience Segmentation

Tailoring marketing techniques requires a deep understanding of the target audience's unique demographics and psychographics. DIBS Salon knows exactly who it caters to, whether it's young professionals looking to pump up their self-esteem, brides hoping to create a captivating first impression, or anybody else want to draw attention to their best qualities. Marketers may target certain audiences using this method.

Online Presence and Social Media

Having a solid online presence is crucial in today's day of constant connectivity. The services offered by DIBS Salon, particularly their eyelash extensions, need a captivating online presence. Salons may demonstrate their services' transforming potential with high-quality imagery, customer testimonials, and before-and-after pictures. By participating in online communities via sites like Instagram, Facebook, and TikTok, beauty fans may connect with one another and share information about the latest trends, techniques, and products.

Influencer Collaborations

DIBS Salon may considerably increase its exposure by partnering with beauty and lifestyle bloggers. Organic marketing and word-of-mouth recommendations may result from forming partnerships with local influencers that share the brand's values. To pique the attention of their dedicated followings, influencers might video their own eyelash extension experiences and share it with them.

Educational Content

The importance of education to establish credibility and trust is undeniable. Different eyelash extension methods, aftercare instructions, and common misconceptions are all topics that DIBS Salon might write on. DIBS Salon may establish itself as an industry leader by disseminating this information through blog articles, videos, and infographics.

Promotions and Launch Campaigns

Building anticipation for the opening of the salon is essential. To encourage early customers to try out the salon's eyelash extension treatments, "DIBS" might advertise discounted rates or bundled products. The right timing of a launch campaign may increase interest and sales via the use of teaser postings, countdowns, and sneak peeks.

Referral Program

In the cosmetics business, testimonials from satisfied customers are priceless. The happy customers of DIBS Salon may be encouraged to spread the word by participating in a referral programme. This not only attracts new customers, but it also helps develop a loyal following.

Collaborations with Complementary Businesses

DIBS Salon may increase its exposure by forming partnerships with organisations that provide products and services that compliment their own. Customers that place a high value on appearance might be attracted via cross-promotions when businesses in the beauty and fashion industries work together.

Exceptional Customer Experience

Providing a memorable experience for customers is crucial to a company's marketing efforts. DIBS Salon should make their clients' happiness a top priority from the minute they walk in the door to the moment they leave the salon after their service. When customers are satisfied with a product or service, they become advocates for that brand.

Continuous Feedback and Adaptation

Insights and criticism may help a marketing strategy develop over time. DIBS Salon might improve their marketing strategy by soliciting customer feedback in the form of reviews and testimonials. Marketing activities may be fine-tuned based on data analysed from sites, social media, and interactions with customers.

4.1 Marketing Objective -

Marketing objectives are particular targets that a company sets for its marketing initiatives. These goals give direction and act as indicators of how well marketing tactics and campaigns are working (Mai Chi et al., 2022). The precise marketing goals will change depending on the general aims of the company, the target market, the sector, and the level of competition.

SMART Objectives

Objective : To enhance the brand awareness of DIBS Salon by 15% by 6 months
Specific	To enhance the brand awareness of DIBS Salon
Measurable	The target can be determined by analysing financial data. It can be measured if the customer engagement increases by 15%.
Attainable	Within the allotted six months, the goal is feasible. To achieve a 15% increase in customer engagement, the business will create a content calendar, post pertinent messages, and engage in consumer interaction.
Relevant	The objective is relevant to the marketing goals of promoting customer engagement of DIBS Salon. By enhancing relationships with customers, brand loyalty will enhance and it will align with the goals of supermarkets chain and gain competitive advantage
Time Bound	The objective specifies a timeframe of 6 months for attaining the desired increase in customer engagement. The time constraint delivers a unique sense of urgency and allows tracking processes and making adjustment.

4.2 Marketing Mix

Product : The variety of beauty and wellness services that DIBS Salon provides, including haircuts, styling, colouring, skincare, nail care, cosmetics, lash and brow services, and more, constitute its main product in this case (Othman et al., 2020). The primary goal of DIBS Salon is to provide high-quality services utilising items of the highest calibre to its target market. DIBS Salon offers a variety of hair services, including haircuts, hairstyling, blowouts, colouring, highlights, balayage, hair extensions, and hair treatments. These services are designed to cater to different hair types, styles, and preferences, providing clients with options to achieve their desired look.

DIBS Salon provides skincare services to promote healthy and radiant skin. This may include facials, exfoliation treatments, acne treatments, anti-aging treatments, and facial massages. Skincare services are tailored to address specific skin concerns and improve the overall complexion and texture of the skin.

DIBS Salon offers a range of nail care services to maintain and enhance the appearance of clients' nails. This may include manicures, pedicures, nail shaping, cuticle care, nail art, and gel or acrylic nail enhancements. The salon uses high-quality products and techniques to create beautiful and long-lasting nail finishes.

Price : Pricing policies at DIBS Salon are determined by a variety of elements, including the cost of supplies, labour, and overhead costs, as well as consumer demand and rivalry. The salon strives to set reasonable and competitive prices while taking into account the value it offers clients (Hanaysha et al., 2021). Prices for various services may vary depending on the complexity, duration, and level of skill needed. He bases his pricing strategy on the going rate for comparable wellness and beauty services in the neighbourhood. In order to ensure that its rates are reasonable and competitive while taking into account the value it provides to clients, DIBS Salon can carry out market research.With this approach, DIBS Salon determines prices based on customers' assessments of the worth of its services. This strategy takes into account elements like the standard of service, personnel knowledge, the utilisation of premium items, and the entire experience offered to clients. If DIBS Salon is thought to be providing great value in comparison to rivals, it might be able to demand a higher price.

Place: The physical location of DIBS Salon is essential to the marketing mix's place component. The salon has a comfortable and welcoming atmosphere and is placed in a convenient location for its target market. Customers can easily access the salon because of its accessible location and parking options.The goal of DIBS Salon is to select convenient locations like Liverpool that are easily accessible to and convenient for its target clients. Analysing variables including demographics, foot traffic, proximity to residential or commercial zones, and parking accessibility may be necessary for this. By picking advantageous locations, DIBS Salon can draw in more potential clients and raise its profile (Katsikeas et al., 360).The inviting and soothing environment that DIBS Salon aims to create will improve the client experience. The interior layout, lighting, decorations, and furniture of the salon are all carefully chosen for smooth flow of clients. In the beauty and wellness sector, it is vital to maintain a clean and sanitary workplace. Following industry best practises and local laws, DIBS Salon places a great priority on cleanliness and sanitary standards. By assuring their comfort and safety when visiting the salon, this helps clients gain trust and confidence.

Promotion : Promotion refers to the many methods that DIBS Salon employs to communicate with and market to its target market. There may be a variety of promotional activities. The DIBS Salon should develop a professional website that highlights its offerings, includes eye-catching imagery, offers details about the salon's address and phone number, and enables consumers to conveniently schedule appointments online. To increase its visibility in internet searches, the website should be search engine optimised. Popular social media sites like Instagram, Facebook, and Pinterest can be used by DIBS Salon to showcase its work, interact with the public, and advertise its services (Desai and Vidyapeeth, 2019). The salon should routinely publish stunning pictures and videos of how its clients have changed, share beauty advice and how-tos, hold competitions or give aways, and answer questions and comments. To reach a larger audience, use targeted online advertising platforms like Google Ads or social network ads. Based on demographics, hobbies, and location, DIBS Salon is able to design advertising campaigns that specifically target its ideal clients. This can assist improve brand recognition and draw new customers to the salon.

Implementing a referral programme that rewards current customers for referring friends, family, or coworkers to DIBS Salon will be beneficial to attract more customers. The DIBS Salon may take into account strategic alliances or joint ventures with other companies or experts in the wellness and beauty sector (Ylimartimo and Lehtinen, 2019). This could entail working together with nearby wedding stores, fashion boutiques, photographers, makeup artists, or other service providers to cross-promote offerings and draw from one another's clientele.

The DIBS Salon may consider strategic partnerships or joint ventures with other businesses or professionals in the wellness and beauty industry. In order to cross-promote offerings and benefit from one another's audience, this may mean collaborating with neighbouring wedding shops, fashion boutiques, photographers, makeup artists, or other service providers.

People : The staff at the salon is renowned for their professionalism and dedication to offering top-notch client care. They treat customers with respect and uphold high standards of behaviour and etiquette, assuring their comfort and contentment during their visit.

The crew at DIBS Salon spends time getting to know each client's particular needs, preferences, and goals. They conduct individualised consultations, pay close attention to the needs of their clients, and make personalised recommendations for the best courses of action. Customers are made to feel welcome and cherished as soon as they step through the door by the staff's well-known pleasant and welcoming demeanour. They work to establish sincere relationships with customers in order to create a satisfying and good experience.

They conduct individualised consultations, pay close attention to the needs of their clients, and make personalised recommendations for the best courses of action. For DIBS Salon, establishing a welcoming atmosphere is important. Customers are made to feel welcome and cherished as soon as they step through the door by the staff's well-known pleasant and welcoming demeanour. They work to create sincere bonds with customers, promoting a satisfying and good experience.

Physical Evidence: The physical setting of the salon determines how the client will feel. DIBS Salon takes care to create a setting that is both aesthetically pleasing and welcoming. This includes elements like seating configurations that are pleasant, lighting, decor, and interior design. Clients can feel at ease and have a better overall experience in a well-designed and welcoming salon environment.The perceived value and professionalism of DIBS Salon may be impacted by the standard of the salon's amenities and equipment. Customers can feel more confident and certain in the salon's capacity to provide high-quality treatments if it has well-maintained and contemporary equipment such styling chairs, hair washing stations, nail stations, and facial beds.

Process: DIBS Salon is aware of the value of effective procedures in providing first-rate service and guaranteeing a satisfying customer experience. From making an appointment to following up with a customer, the salon maintains efficient procedures at all times. DIBS Salon provides consumers with several easy ways to make appointments, including phone calls, online scheduling tools, and their mobile app. Customers can examine available time slots, choose their preferred services, and select a stylist or technician according on their skill level and availability thanks to the salon's user-friendly interface. DIBS Salon attempts to meet the various scheduling requirements of its clients by providing flexible booking alternatives. DIBS Salon emphasises the importance of having in-depth consultations with clients. In these consultations, skilled professionals take the time to comprehend the unique needs, preferences, and outcomes that customers are looking for. The personnel of the salon can suggest appropriate services, go over treatment options, and answer any queries or concerns the clients may have by actively listening and participating in a thorough dialogue. This individualised approach makes sure that the services offered match the clients' expectations, producing a very positive experience.

4.3 Service Description

For amazing eyelash extension and lamination services, people may visit DIBS Salon, a top beauty destination. Located in the centre of the city, the salon offers an opulent and soothing environment where people can indulge in a variety of beauty treatments that will improve their natural beauty and make them feel confident and attractive.

DIBS Salon specialised in eyelash extensions and lamination that offers customers longer, broader and more beautiful lashes. The saloon's highly qualified and experienced eyelash experts exclusively create beautiful, long-lasting eyelashes using the best products and methods.

Furthermore the saloon will also offer a wider range of beauty services that may help to attract a wider range of customers towards the saloon. The saloon has many specialised beauticians and make-up artists who will give exclusive quality beauty services to customers at affordable price range. In addition to eyelash extensions, DIBS Salon also provides eyelash lamination, a cutting-edge procedure that gives lashes more depth, curl, and definition. Using cutting-edge methods and nourishing ingredients, DIBS's skilled technicians will give lashes a semi-permanent lift to provide a wide-eyed and mesmerising look.

The mission of DIBS Salon is to empower beauty through a comprehensive experience. The company provides a wide variety of extra beauty treatments that enhance people's glamour. The skilled staff at DIBS is ready to pamper customers from head to toe with everything from eyebrow shaping and tinting to facial treatments, waxing, and nail services. The business works to create amazing results that highlight natural characteristics and increase confidence of users by using premium products and customised processes. DIBS places a high priority on its customers' comfort and pleasure. Maintaining the highest levels of hygienic practices and cleanliness, DIBS Salon offers all visitors a secure and tranquil setting. The salon has a relaxing waiting room where clients can relax before appointments and the pleasant team is always prepared to meet the individual needs of clients by offering a unique and delightful experience.

4.4 STP

Segmentation entails splitting the market into discrete consumer groups with comparable requirements and features. DIBS Salon can be segmented depending on a number of variables, including demographics (age, gender, and income), psychographics (lifestyle, preferences), and behaviour (frequency of salon visits, worries about appearance).

Demographic	Age- 15 years and above Gender- Females Income - Affordable and Premium services
Psychographic	Lifestyle : Professionals, students Beauty Preferences : Natural and Organic Food Personality : Bold beauty transformations.
Behaviour	Occasion based - Special events like weddings, proms, parties Usage Rate: Regular and repeat business

Targeting young workers in their 20s and 30s who want modern, fashionable cosmetic treatments.

High-income clients: Emphasising clients with more discretionary income who are willing to shell out for upscale beauty services (Li et al., 2019).

Customers who need services for weddings, celebrations, or other special occasions are referred to as bridal and special occasion clients.

DIBS Salon must evaluate each segment's potential based on variables such market size, future growth, profitability, and accessibility. DIBS Salon may more effectively cater their marketing initiatives, services, and customer experiences to the unique needs and preferences of their target customers by identifying and comprehending their target segments (Mai Chi et al., 2022).

Targeting : The target market is made up of young individuals between the ages of 15 and 40 who are interested in current beauty products and services and lead hectic lives. They place a high importance on being current with fashions in the beauty industry and are prepared to spend money on specialised cosmetic procedures (Ourahmoune and Jurdi, 2021). People that prioritise quality and are prepared to pay more for high-end beauty services are included in this target group. They have more discretionary cash. They value exclusive experiences, specialised advice, and high-end cosmetics.

Customers that need beauty services for weddings, parties, or other special occasions make up the target market for bridal and special occasion products. For their hair, cosmetics, and overall appearance, they seek professional advice in order to look their best on special occasions.

Segmentation : By providing modern and cutting-edge beauty treatments, DIBS Salon can establish itself as a trailblazer in the beauty sector. The salon can draw clients who are looking for distinctive and cutting-edge beauty experiences by remaining up to date with the most recent trends, techniques, and products. Highlight the salon's skill in providing cutting-edge, stylish looks and its capacity to carry out daring, life-changing beauty makeovers (Ourahmoune and Jurdi, 2021). The DIBS Salon can market itself as a source of specialised and luxurious services. Emphasise the salon's dedication to learning about each customer's particular wants and preferences through individualised consultations. Make a point of providing prompt, courteous service, along with a welcoming environment that makes customers feel at ease and pampered. Concentrate on creating an opulent and cosy setting, paying close attention to details such as plush seating, soothing music and aromatic scents to enhance the overall experience. Customers can develop confidence in DIBS Salon because of the salon's highly qualified and competent team.

4.5 Marketing Strategy

By specialising in eyelash extensions, lamination, and a variety of other beauty procedures, DIBS Salon aspires to become a top beauty destination. The saloon has created a complete marketing plan that includes a range of channels and methods in order to achieve goals and forge a strong presence in the market. The plan is to increase brand recognition, draw in new clients, retain existing clients and cultivate enduring connections with them.

Target Audience

The target audience of the company must be identified before marketing initiatives can begin. Women between the ages of 18 and 45 who are interested in fashion, self-care and enhancing their natural beauty are recognised as the majority of DIBS Salon's target demographic. This demographic is engaged on social media, respects suggestions and reviews and values individualised, premium beauty treatments.

Brand Positioning

By providing exceptional beauty treatments and a dedication to great customer service, DIBS Salon, a symbol of luxury and professionalism, is set to revolutionise the beauty business. The strategic emphasis on offering top-notch services by DIBS Salon sets it apart from the competition in a crowded market and is the basis for creating a strong brand identity. The brand story of the salon is braided into a tapestry using threads of excellence, expertise, originality, and a constant commitment to enhancing natural beauty (Confetto et al., 2023). Each component is a representation of one of the brand's fundamental beliefs and has been painstakingly designed to appeal to contemporary beauty aficionados looking for life-altering experiences.

A commitment to excellence that cannot be duplicated is at the core of the DIBS Salon brand. Every aspect of the salon's services, from product selection to technique accuracy, bears witness to its unwavering dedication to perfection. The dedication goes beyond the treatments themselves; it permeates the salon's whole being, creating an atmosphere where customers can be sure to have the greatest and most opulent experiences.

The foundation of DIBS Salon's commitment to customers is knowledge. The beauty specialists at the salon are masters of their trade rather than merely service providers. They provide insights, guidance, and tailored suggestions because they have a thorough grasp of the principles of science and artistry underlying beauty treatments, transforming every engagement into an educational experience.

A key factor in the appeal of the brand is creativity. Trends are pioneered by DIBS Salon, who doesn't just follow them. The salon's dedication to creativity enables it to create distinctive styles that complement the character of each customer. The creative touch of DIBS Salon guarantees that clients leave with a restored feeling of confidence and attractiveness, whether it is through eyelash extensions that accentuate one's inherent charm or cutting-edge cosmetic treatments.

The basic foundation of DIBS Salon's existence is underscored by commitment to enhance natural beauty. Instead of forcing changes, the salon's philosophy emphasises and celebrates the inherent beauty that each person possesses. Each and every one of our treatments celebrates the particular qualities that make each of our clients special.

By demonstrating these innate principles, DIBS Salon positions itself as the first choice for anyone looking for extraordinary beauty experiences. Its goal is to redefine the highest standards of beauty, question norms, and establish new criteria of excellence for the beauty business. In a world filled with options, DIBS Salon separates out as the pinnacle of wealth, knowledge, originality, and a dedication to authenticity.

Customers enter the global marketplace of DIBS Salon and begin a journey that goes beyond simple aesthetics. A voyage of self-discovery, independence, and change, where elegance and commitment are combined with talent and beauty. With a well-defined corporate identity, DIBS Salon stands out as the indisputable destination for those looking for more than simply beauty treatments; instead, they want an excursion that is extraordinary and unforgettably memorable.

Online Presence

A strong online presence is no longer only advantageous; it is now essential in today's technologically advanced environment. With a dedication to providing luxurious beauty treatments and first-rate customer service, DIBS Salon is aware of the critical importance of having a strong online presence to connect with and engage its target audience. In order to ensure that DIBS Salon stands out as a distinctive brand in a cutthroat beauty market, it is essential to craft a thorough digital strategy.

Website

The foundation of DIBS Salon's online presence will be an aesthetically appealing and intuitive website. Potential customers will be able to explore the salon's options, learn more about its knowledgeable staff, and quickly make appointments online due to this virtual area, which will act as a virtual paradise. The website will go beyond simple functionality to serve as a canvas that reflects the richness and competence that DIBS Salon stands for.

Strategic design elements will draw attention to the salon's offerings, with each page serving as a visual tour showcasing the exquisite artistry of beauty procedures like eyelash extensions. The quality of the salon's work will be attested to through client testimonials and before-and-after photos. Potential customers are given confidence as a result of this transparency, and trust is built as a result—the basis of enduring partnerships.

Social Media

It is crucial for DIBS Salon to interact with its target market on social media platforms if it wants to establish itself as an innovator and an expert in the beauty industry. To craft a dynamic and engaging online experience, well-known sites like Facebook, Instagram and Pinterest will be used.

Social media updates will skillfully combine visually appealing material with useful information. High-definition images and captivating films will effectively convey the spirit of the salon's efforts while displaying the transforming potential of eyelash extensions. Establishing DIBS Salon as a reliable resource for assistance through informative articles on eyelash care, fashion and hidden secrets. Clients will feel more at ease and welcome into the realm of beauty crafting due to behind-the-scenes peeks into the salon's everyday operations.

Influencer Partnerships

Influence has tremendous power in the world of beauty. In order to reach a larger audience and build trust, DIBS Salon is aware of the possibilities of influencer collaborations. The company will selectively select collaborations with micro- and beauty influencers that share its ideals and target audience.

Influencers are a valuable source of credibility and DIBS Salon taps into this resource by encouraging them to try the salon's exclusive services and share their honest impressions with their followers. These collaborations go beyond conventional marketing strategies; they develop a network of brand evangelists that provide the salon's services credibility and relevance. Each influencer's endorsement serves as a tribute to the high standards DIBS Salon keeps.

Online Advertising

Strategic web marketing directs potential customers to DIBS Salon's virtual door using a navigation tool. Seasonal sales, special discounts and new services will be highlighted through paid Internet advertising channels including Google AdWords and social network advertisements. These initiatives will have a narrow geographic and demographic emphasis. DIBS Salon maximises the effect of its advertising initiatives by customising commercials that cater to the distinct requirements and goals of different sectors of the target audience. The objective is to provide a strong first impression that inspires potential customers to learn more about the world of beauty and change that DIBS Salon has to offer.

DIBS Salon's online presence expands beyond a collection of web pages and social media postings in the modern, revolutionary digital world. It is an intricate weaving made with imagination, skill and dedication to enhance the beauty of nature. DIBS Salon creates an immersive digital journey for clients that invites them to go on a transformative experience that transcends the digital realm and emerges in beauty and confidence in the real world. The experience is made possible by a visually stunning website, engaging social media interactions, influencer partnerships that amplify credibility and strategic online advertising.

Local Marketing

Local marketing emerges as a crucial approach for DIBS Salon in the constantly changing beauty business to not only develop a solid presence in its immediate area but also foster long-lasting relationships with its community. DIBS Salon's local marketing strategies will strengthen its brand presence, encourage partnerships, engage clients and build a loyal customer base as a complement to its web-based activities.

Local Partnerships

The potential for collaboration to cultivate dynamic bonds that are advantageous to all parties involved is what gives it its strength. In order to achieve its goals of quality and beauty, DIBS Salon will collaborate with neighbourhood companies. Wedding planners, bridal shops and beauty parlours are partners in this effort. These partnerships offer a chance for mutual growth through cross-promoting services and using each other's customers.

DIBS Salon might provide unique discounts or referral programmes to encourage these alliances. The temptation of a special discount on DIBS Salon's eyelash extension treatments might become an alluring proposal when a bride-to-be enters a wedding store. Similarly to this, beauty salons can recommend customers looking for particular services to DIBS Salon and get paid for the introduction or receive promotional benefits. These partnerships produce mutual benefits, enhancing the neighbourhood's beauty environment while establishing DIBS Salon as a symbol of elegance and knowledge.

Public Events

DIBS Salon has a special chance to demonstrate its knowledge to a receptive audience by taking part in community events, trade exhibits and beauty expos. The salon's participation in these events goes beyond simple marketing; it is an immersive event that allows potential customers to witness the creativity and elegance that distinguish DIBS Salon.

In addition to small makeovers, beauty tips, and advertising materials, DIBS Salon may participate in these events. With the help of live demonstrations, interactive sessions and special deals, a well-designed booth serves as a blank canvas for creativity. Through direct interaction, DIBS can establish trust, spark interest and turn potential customers into enthusiastic ones.

Direct Mail

It is important to recognise the appeal of physical contacts in the era of digital communication. Direct mail campaigns, such as mailing postcards or pamphlets to surrounding homes and businesses, add a personalised touch that can make a positive impression. These emails can highlight the particular discounts, bargains and calls to action that DIBS Salon has to offer.

Imagine a prospective customer getting a beautifully made postcard in the mail urging them to experience the appeal of DIBS Salon's eyelash extension treatments. Receivers are invited to enter a realm of beauty and transformation because of this outreach's tactile character, which produces a feeling of exclusivity.

Retention and Engagement of Customers

Customer retention in the beauty sector is a sign of excellent service and a fantastic brand experience, not just a statistic. As a result, DIBS Salon's customer engagement and retention methods are built on the understanding of the importance of returning customers and word-of-mouth advertising.

Loyalty Programme

DIBS Salon's dedication to appreciating and rewarding its devoted customers is demonstrated by the implementation of a comprehensive loyalty programme. The strategy turns into a tool for motivating clients to recommend the salon to others in addition to recurring for additional techniques.

The loyalty programme fosters a sense of belonging and gratitude by providing discounts, exclusive offers or gratis supplemental services. A happy customer is more than simply a transaction for DIBS Salon; they become brand ambassadors, sharing their great experiences and piquing interest within their network.

Email Advertising

Email marketing has become a powerful tool for developing relationships in a time of nonstop digital connectedness. In order to keep clients informed about new treatments, special offers and prudent beauty advice, DIBS Salon will cultivate an email list and send out frequent newsletters. Personalization is important therefore, each email is created to appeal to the tastes and requirements of the receiver.

Customer's experience is enhanced with a dynamic email strategy that includes birthday discounts, after-treatment care advice and special previews. A sense of connection and participation outside of the salon's physical boundaries is fostered by the inbox's transformation into a portal for beauty innovations.

Customer Evaluations and Testimonials

The customer's voice is incredibly powerful in today's digital world. To increase brand credibility and draw in new customers, businesses should actively encourage happy customers to share their experiences through online reviews and testimonials. By encouraging customers to record their satisfying encounters and changes, DIBS Salon will aggressively seek feedback.

The DIBS Salon expands its online presence by offering incentives for customers to leave reviews on sites like Google, Yelp and other pertinent directories. Positive customer feedback acts as social evidence and swings the choices that potential customers make about where to have cosmetic procedures. The veracity of these recommendations serves as a tribute to the outstanding experiences that are anticipated at DIBS Salon.

Referral Program

Word-of-mouth referrals are not only reliable, but they also represent trust. Recognising the value of customer advocacy, DIBS Salon offers a referral programme that turns delighted customers into enthusiastic advocates. By encouraging customers to refer family, friends or colleagues to try out DIBS Salon's services, the salon not only attracts new customers but also strengthens the sense of belonging and trust that characterises its brand.

Every successful recommendation is rewarded or discounted, establishing a symbiotic connection that encourages expansion while appreciating the support and commitment of current clients.

The local marketing efforts of DIBS Salon work as an intermediary between the salon and its nearby neighbourhood in a world of transient internet contacts. The DIBS Salon creates a complex web of relationships through strategic alliances, neighbourhood gatherings, direct mail, customer retention plans and client engagement initiatives.

Measurement and Analysis

The journey of DIBS Salon's marketing initiatives does not end with their execution; it continues into the worlds of measurement and analysis, where data-driven insights pave the way for ongoing optimisation. The importance of monitoring key performance indicators (KPIs) as compasses to guide individual marketing efforts is acknowledged by DIBS Salon in a world where accuracy and flexibility are essential.

Website Traffic

The salon's website evolves from being simple online commerce into a knowledge base. Monitoring internet traffic is similar to watching customers enter a physical store. Metrics like the number of visitors, page views, and average time spent on the site will all be carefully examined by DIBS Salon. These measurements show the success of internet marketing initiatives, the impact of the content, and the overall allure of website design.

Social Media Participation

The most important social media metric is engagement. Metrics like likes, shares, comments, and click-through rates will be extensively scrutinised as they relate to DIBS Salon's presence on social media sites like Facebook, Instagram and Pinterest. The effectiveness of content strategy, the impact of the visuals and the degree of audience participation are all shown by these metrics. The increase in interaction may indicate material that resonates, whereas a decline necessitates a reassessing approach.

Rates of Conversion

The ultimate objective of DIBS Salon is to turn interested spectators into passionate customers. The vital indication of this trip is conversion rates, which gauge the proportion of visitors who make desired activities, including making appointments or subscribing to newsletters. The salon learns from these rates about the potency of its call-to-action components, the appeal of its offerings, and the simplicity of its online paths.

Referral and Client Retention Rates

The journey continues after gaining clients; it includes keeping them around and converting them into brand evangelists. The client retention rates at DIBS Salon will be closely monitored, with the amount of repeat business over time being calculated. The figure demonstrates the salon's capacity to develop enduring bonds and produce remarkable experiences that foster loyalty.

Practical insights

The information gathered from these KPIs is more than simply a list of numbers; it contains a wealth of knowledge that helps to determine the future course of DIBS Salon. In order to have a comprehensive understanding of its marketing environment, the salon will examine this data to find trends, patterns and connections. Perhaps a specific kind of social media post connects more with the audience or some website pages have greater interaction rates.

With these facts at its disposal, DIBS Salon will adjust its strategy, improving content planning, maximising advertising initiatives and effectively allocating resources. Marketing initiatives are made with data-driven decision-making to ensure that they are not just irrational assumptions but rather purposeful decisions supported by data.

4.6 Marketing Budget

</table

Activities	Estimated Budget (£)	Actual Budget (£)	Difference (£)
TV Advertisement	350	550	(200)
Newspaper Advertisement	250	300	(50)
Brochures	300	280	20
Banner	150	180	(30)
Influencer Marketing	500	400	100
Social Media Marketing	450	400	50
Brand Campaigning	600	700	(100)
Email Marketing	120	90	30
Customer Loyalty Program	200	120	80
Free trial to customers	250	300	50
Total	3170	3320	(50)

The above budget is the financial requirement to accomplish various marketing initiatives of DIBS that was expected to be £ 3170 but the actual determined budget of marketing activities of DIBS is £ 3320. Based on the above budget DIBS has decided to spend £ 350 on television advertisement but the actual expenses on television advertisement is £ 550, the anticipated budget on newspaper advertisement was £ 250 but the actual budget determined is £ 300, the projected expenses on Brochures was £ 300 but the actual expenses determined £ 280, the anticipated expenses on Banner was £ 150 while the actual budget is £ 180, the anticipated budget on Influencer Marketing is £ 500 but the actual expense calculated is £ 400, Social Media Marketing expenses was anticipated to be £ 450 but the actual expenses was £ 400, expenses on Brand Campaigning was anticipated to be £ 600 but the actual expenses was calculated £ 700, the anticipated expenses on Email Marketing was £ 120 but the actual expenses determined is £ 90, anticipated expenses on Customer Loyalty Program is anticipated to be £ 200 but the actual expenses is determined £ 120, the anticipated expenses on Free trial to customers was £250 that has reached to £ 300 in real.

5.Operational Summary

5.1 Activity Chart for Eyelash Treatment

Consultation

An appointment between the customer as well as the cosmetics expert kicks off the procedure. The beauty expert addresses the consumer's desired appearance at this point, addresses any concerns or sensitivities they may have, and goes through the treatment including aftercare guidelines (Osterwalder and Pigneur, 2018). The consultation enables the aesthetician to comprehend what the consumer wants and modify the treatment as necessary.

Preparation

The beauty specialist next gets to work cleaning and sanitising the treatment area. They arrange the supplies, machinery, and tools needed for the procedure. This comprises glue, lashing pads, lash instruments, tweezers, mascara, false eyelashes, and other ancillary products.

Cleansing and Priming

The beauty expert properly purifies the consumer's natural lashes to get rid of any cosmetics, oils, or dirt before putting artificial lash extensions or conducting lamination (Pallant, 2018). In order to get the lashes ready for improved adhesive continuation, they could also utilise an eyelash primer.

Lash Mapping and Selection

The eyelash extension specialist meticulously assesses the client's genuine lashes before deciding on the ideal length, twist, as well as density of the additions. They make a map of the lashes to use as a reference when applying the makeup. Each lash is chosen specifically for the insertion of a mascara extension.

Extension Application

The beauty expert gently connects each eyelash extension to a single natural lash, 1-2 millimetres away from the eyelid, by carefully dipping each one into a little quantity of glue and holding it in place with precision tweezers (Saunders et al., 2019). This procedure is repeated until the desired appearance is obtained. To guarantee a smooth as well as natural appearance, careful handling, patience, and meticulous attention to every little thing are necessary.

Bonding and Drying

The beauty expert carefully presses the eyelash extensions on their natural counterparts after applying them to ensure appropriate bonding. They permit the glue to finish drying, resulting in a solid as well as long-lasting connection.

Lamination Application

The beauty expert meticulously follows the manufacturer's directions when applying a lifting medication to the consumer's natural lashes during a laminating treatment. This remedy aids in lifting while improving the look by shaping and curling the lashes. The curl is then secured in place using a setting lotion.

Nourishing and Conditioning

The beauty expert coats the lashes with a moisturising cream or conditioning after the lamination procedure to maintain their hydration, health, as well as vitality.

Final Touches and Styling

To provide a natural as well as natural appearance, the beauty expert removes any lashes that could have become tangled during the installation procedure (Schaper et al., 2018). To separate and shape the false lashes creating a more pronounced as well as voluminous impression, they can employ an eyelash comb or brush.

Aftercare Instructions

The beauty expert concludes by giving the customer thorough aftercare recommendations. Avoiding coming into contact with water-based, oil-based treatments, as well as vigorous eye rubbing are frequently included in these directions. The customer is instructed to maintain the lashes with daily brushing, and the use of lash-friendly cleansers, including routine touch-up sessions. Professionals in the beauty industry may offer precise and high-quality eyelashes extension as well as lamination procedures, assuring customer happiness and improving their inherent attractiveness.

5.2 List of Materials Required in Operation

Professionals in the beauty industry need certain tools and equipment in order to perform eyelash extensions as well as lamination procedures successfully.

Eyelash Extensions

There are numerous lengths, curls, as well as thicknesses of extensions for eyelashes that are necessary. Usually constructed of synthetic materials like fake mink, satin, or artificial silk, these extensions look like.

Adhesive

To firmly bond these lash transplants to the existing lashes, top-notch glue is required. The glue must be secure and safe when applied near the eyes, as well as must create a long-lasting connection.

Lash Pads or Under Eye Patches

The sensitive area around the eyes as well as shorter lashes are protected during application by using eyelash pads or underneath-eye patches (Stokes and Wilson, 2018). They assist in maintaining a sterile as well as relaxing treatment atmosphere by preventing the glue from entering into touch with the lower eyelashes.

Tweezers

For properly separating, removing, as well as applying individual extensions to the eyelashes, precise tweezers are a need. They are offered in a variety of shapes, such as curving or straight, to allow various application methods as well as eyelash styles.

Lash Brushes

To separate as well as comb the lashes to achieve a tidy, uniform look, use eyelash brushes as well as spoolie brushes. Additionally, they are useful for eliminating any extra glue or clumping.

Lash Glue Remover

If required, removing eyelash extensions safely requires the use of glue for lash remover (Tidd and Bessant, 2018). This mixture aids in dissolving the glue, enabling simple and delicate removal with no endangering one's natural lashes.

Lifting Solution

The natural lashes are curled and shaped with a lifting solution during lamination treatments. According to the product as well as the brand utilised, the precise lifting solution may change.

A stabilising moisturiser is used to hold the extensions in place once the firming solution has been applied, guaranteeing the desired raised as well as the improved look of the lashes.

Nourishing Serum or Conditioner

Following the procedure, the lashes are treated with a stimulating serum or conditioning to encourage lash health as well as lifespan. This keeps the lashes moisturised, fed, and in their best health.

Disposable Applicators and Microbrushes

For the accurate and sanitary placement of adhesives, primer, as well as other solutions, throwaway application devices are utilised. They provide a sterile as well as expert application technique and help reduce the possibility of cross-contamination.

Lash Cleanser

For customers who want to preserve good cleanliness, a lash cleaner made especially for extensions of eyelashes is advised. Without weakening the adhesive connection, this cleanser assists in removing debris, oils, as well as makeup remnants (Zahra and Wright, 2018). Beauty experts may perform eyelash extensions and laminating procedures precisely, assuring client pleasure as well as the accomplishment of desired outcomes, by having these specialised products and supplies readily accessible.

5.3 Business and Operational Hours

A salon's operating days and hours are very important for drawing in and serving customers. Salon proprietors may give a dependable and approachable service by setting up precise as well as practical business hours.

Business Hours

Our beauty parlour strives to offer flexibility to meet the various demands of our customers.

Monday to Friday: 9:00 AM to 8:00 PM

Saturday: 10:00 AM to 6:00 PM

Sunday: Closed

Both employed professionals and others with hectic timetables can be accommodated by these times of the day. On weekdays, we stay open until 8:00 PM in an effort to give customers convenient scheduling choices following regular business hours. Additionally, by operating at 10:00 AM on Saturdays, customers may book appointments for times when they might have additional time to themselves, like the weekend.

Operational Days

Six days a week, from Monday to Saturday, our salon will be open. This timetable gives customers plenty of chances to stop by our salon and get the services they want. Additionally, by giving our workers Sundays off, we enable them to unwind and rejuvenate so they can deliver the best possible service during business hours (Aaker, 2018). It is crucial to remember that these suggested companies as well as operating hours may fluctuate depending on customer demand and operational needs. To make sure we are efficiently serving our audience, we will regularly track appointment trends as well as client feedback.

6. Financial Information

2023 £	2024 £
Sales (Revenue)	700	1000
Less Cost of Sales
Raw Materials	150	250
Freight	80	120
Total Cost of Sales	230	370
GROSS PROFIT	470	630
Less Expenses (Operating expenses)
Wages	65	80
Electricity	40	60
Insurance	20	40
Rent	60	60
Office supplies	35	50
Total Operating Expenses	220	290
NET PROFIT	250	340

2023 (£)	2024(£)
CASH INFLOWS
Investments	250	300
Loans	500
Total inflows	250	800
CASH OUTFLOWS
Marketing	60	90
Salary	40	60
Other costs	30	50
Total outflows	130	200
NET CASH FLOW	120	600

7. Conclusion

A crucial element in starting a successful company is creating a comprehensive company plan for a London boutique startup that offers eyelash extension-related laminating services. The purpose, vision, goals, product or service, organisational structure, marketing strategy, operational summary, financial data, along with other important topics have all been covered in this business plan. The salon's goal is to delight and satisfy customers by offering great beauty services that bring out clients' inherent attractiveness and increase their confidence. The goal is to establish the salon as a reputable and sought-after one in London, renowned for its superior services as well as top-notch treatments. The salon wants to develop a following of repeat clients, increase the range of services it offers, and experience sustainable development.

The salon will include a variety of procedures, including eyelash extensions as well as lamination, all of which will be rendered by a group of qualified along with licenced beauty experts. A good working atmosphere, efficient operations, and excellent communication will all be made possible by the organisational structure. The marketing strategy is concentrated on raising brand recognition, selecting the appropriate audience, and putting tactics in place to draw in and keep clients. This contains a thorough marketing plan, explanations of the services, target demographics, positioning as well as and a well-laid-out marketing budget. The simple process for eyelash extensions and laminating treatments, together with the tools as well as supplies needed, are described in the operating overview. Additionally, it covers the salon's operations and operating hours, giving customers convenience and adaptability.

Projected spending, revenue projections, depreciation timetables, as well as a pro forma earnings statement are all included in the accounting details section. These financial forecasts aid in cost management, profitability evaluation, as well as strategic decision-making for the salon. In sum, by detailing the salon startup's goals, tactics, and financial sustainability, the company's strategic plan lays a strong foundation. It shows that the author has a thorough awareness of the market, the intended audience, and the significance of offering first-rate services. The salon has a chance to succeed in the cutthroat beauty market if it adopts a customer-focused approach, has a talented workforce, alongside implements a solid marketing strategy. The successful execution of the tactics described in the company's strategic plan, together with constant monitoring, modification, as well as continuous improvement, is ultimately what will determine whether the salon succeeds or fails. The salon may maintain its competitiveness and provide outstanding beauty treatments that satisfy the changing demands of its customers by remaining aware of market trends, consumer preferences, as well as industry advancements.

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