This slideshow outlines the development of an innovative business concept and its marketing strategy based on a 12-month timeline

1. Silhouettes Spa Socials
“We bring the spa to you”
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2.  We provide a mobile spa experience for any onsite location of the
client’s choice, such as the home, reception/banquet hall, ect.
 We will create the experience of “spa socials”, which are parties fit for
any occasion, and are perfect for bridal events, spa lunches, birthday
parties, get-togethers, and even a romantic date night
 Our spa event coordinators customize each social with the treatments of
the client’s choice, along with flowers and décor, food and beverages
 We fully set up the client’s space with our spa equipment in no time, to
ensure a relaxing and worthwhile experience
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3.  "Our mission at Silhouettes Spa Socials is to promote relaxation while you
unwind and pamper yourself, surrounding and enjoying the company of
others in the site of your choosing. Our goal is to create the spa experience
at any location, while using products of the highest quality and always
ensuring a caring touch. We strive to perform enriching services while
developing relationships with our clients and our community."
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4.  Sales target of $30,000 in the first 12 months of operation
 Achieved through execution of approximately 128 spa events
performed annually
 10-11 spa events performed monthly for total goal completion
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5.  First, the client calls our office to
set up and plan her event via
selecting ala carte treatments or
selecting from our packages (add-
ons such as flowers or ordering
from our Wellness-Snacks food
menu are available to enhance the
spa experience)
 We set up the location the day of
the event with our equipment and
décor
 Client enjoys her spa social based
on her needs (choice of 1 hour, 2
hour or 3 hour packages)
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6.  Our goals
are to gain
market
share by
increasing
clientele and
revenue, em
phasize
value
positioning,
and
efficiently
document
client
information
for future
use in sales
promotions
and
marketing
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7.  Brooklyn is an incredibly diverse location with the highest population of
all the boroughs in New York City (more people than Manhattan island!)
 Most spas are located in Manhattan, with few in Brooklyn;
(the majority of Brooklyn spas are very mediocre)
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8.  Brooklyn female resident
 Median female age, 34 years old
 Target age group: 25-54 years old
 Females in the labor force: 56.5%
 Full-time female workers make an average annual salary of $48,704
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9.  1,071,340 individuals commute to work in Brooklyn
 60.7% take public transportation
 Mean travel time to work: 40.9 minutes
 Ideal target for the mobile spa concept
 We will literally, “bring the spa” to clients
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10.  There are absolutely no mobile spa companies in Brooklyn, New York
 Hundreds of nail salons provide few spa treatments; low quality
 Our competition are the established spas in Brooklyn; roughly 15 spa
businesses
 Top 3 Brooklyn spas are located in affluent neighborhoods of:
Greenpoint, Williamsburg and Park Slope
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11.  Printed media shown in New York City Brooklyn-bound subway
trains and subway stations
 Thousands of people will be reached
 Straphanger and female Brooklyn residents (target) reached
 The printed advertisements will be illuminated with light behind the
poster on the topmost portion of the train
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12.  Distributed to wealthy
neighborhoods that
contain top
competing spas
 Sales promotion for
one free spa
treatment (coupon)
issued in mailer
 This will help the
company monitor how
many clients received
the mailings and
coupon
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13. Silhouettes Spa Socials
“We bring the spa to you”
 Cost plus mark-up pricing strategy
 Costs of products used for each treatment minus the fixed and
variable costs involved with the business' operations will ensure a
profit while still remaining competitive
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14. Pricing Specifics
Silhouettes Spa Socials: Menu of Services
*Step 1: Decide on Hour Package Step 3: Choose Add-ons (additional fee)
•1 Hour …$50 •Options from Wellness-Snacks Menu (see price)
•2 Hours …$100 •Fresh floral arrangements …$50+
•3 Hours …$185 •2 additional treatment add-ons …$25
Step 2: Pick 3 Treatments Wellness-Snacks Menu
•Organic Oil Massage
Beverages
•Deep Tissue Massage
•Citrus Water …$4.50
•Swiss Massage
•Cucumber Water …$4.50
•Stone Massage
•Herbal Tea (our special blend) …$3
•Manicure
•Green Tea …$3
•Pedicure
•Facial Treatment
Snacks
•Waxing
•Mixed Sushi Platter …$50
•Makeup Application
•Mixed Fruit Platter …$30
*hourly rates are per person
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15.  Spa products not sold as of yet
 Channel of distribution present in purchasing and using spa product
line, Clarins
 We are the intermediary between the consumer and Clarins products
 Clarins is a luxury French spa/skincare, body and makeup line
 World renowned line that uses plant extracts; highest quality ingredients
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16.  Channel of distribution present when client orders from
Wellness-Snacks menu
 To fulfill the order of food and beverages, we will purchase
fresh, local and organic ingredients and prepare the food
order, package it and transport the day of the event
 Prices are derived from a 33% mark-up of food purchased from the
market to ensure a profit
 Organic food purchased ensures health and instills spa values
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17. CRM strategy based on…
 Knowing our customers better than the
competition
 Actively managing the relationship with
existing customers i.e. loyalty programs
 Taking actions to generate
revenue, such as selling “add-ons” and
additional treatments
 Strong database of client profiles for
future marketing usage
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18. Silhouettes Spa Socials
“We bring the spa to you”
Alisha Holland
President and CEO
5400 Avenue U
Brooklyn, NY 11234
Tel. (718) 253-3100
Fax (718) 253-3517
www.SilhouettesSpaSocials.com
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