Beauty buisness is growing by leaps and bounds y-o-y. All thanks to the franchise model. Founder-Director of ALPS, Bharti Taneja shares the industry insight and tells us how franchising has changed the scenario of beauty industry completely.
What do you think makes a franchise business model sellable?
Our franchise modules of ALPS are so flexible that every entrepreneur can associate with the group. Also, it can be customised according to their fund-value and space. Wherein, the minimum investment structure starts from Rs 9 lakh – while one can also reach us if he has just 100 sq. ft area to give wings to her dreams. The average pay-back time is as low as eight months – wherein we have given super-high returns of 122% to our business franchisees. At present, we are looking out to hand-over more and more franchisees all over North India. It includes; Delhi-NCR, Punjab, Haryana, U.P., H.P., Uttarakhand to let ALPS – the brand widely-spread, just like ALPS mountain ranges. Now we are open for brand-investors/ share-holders who are willing to associate with us – but don’t want to take the responsibility of running a venture. We welcome such investors to be our profit-sharers by investing a sum ranging anywhere Rs. 20-70 lakh and reap endless profits through our franchisees.
Why did you choose to expand your brand via the franchise route?
After creating a revolution in beauty & wellness domain through its eight franchisees, ALPS is all set to expand the presence of its beauty clinics and beauty academy expanding its horizons all over north India. The franchise modules of ALPS are so flexible that every entrepreneur can associate with the group. Also, it can be customised according to one's funds and space. Depending upon the franchise model, the partners can expect very attractive and higher returns on their investment.
What, according to you, are the three skills needed to be a successful franchise professional?
At the foremost, I would say that the franchisors should admire this profession – and should only enter into this profession if they have a respect and aptitude for this vocation. This is because, only after you possess such respect – that you’ll be able to give your 100% which is in fact applicable for any profession under the sun. On the other hand, if you’ve decided to barge into this vocation- make sure to learn this art from an expert, professional academy that preaches scientific theoretical knowledge along with 100% practical training approach.
What are the five key elements important for making a franchise business successful?
You can only grow if you are able to retain your existing clients. Also, as nothing can match wavelength of regular clients when it comes to earning profits you ought to cater to their demands properly. For this, apart from providing them with the best of services – some more pampering can be given in order to maintain their interest in you salon. You can ask you staff to follow proper etiquette with the clients; like escorting them during and before the services; asking them for tea/ coffee/ snacks so that they remain happy and content all the while. Retaining is also a way to promote your brand as it gives a powerful dose of mouth publicity. A happy client is quite likely to refer your salon – so be sure to render good services to all your clients no matter how frequent or infrequent she is – so that she only speaks well about your venture as soon as she moves out. Also, keep on introducing discounts and offers in form of service coupons, service combos, packages and other freebies and also market it on all media platform like; print, TV & online; to promote your brand from all spheres.
What hurdles have you faced while building your franchise network?
Till now, I would say it has been a smooth sail in the journey of building the franchise network, fortunately!
Share your entrepreneurial journey so far and brief profile of your brand.
In the year 1988, when we inaugurated ALPS, there were either beauty parlors or skin- doctors treating beauty, skin and hair related problems in their clinics. I along with my husband took the initiative of setting a beauty clinic which had the facilities of doctors to treat our clients. ALPS Beauty Clinic started as a small venture in a single room in Vikaspuri of Delhi – has this way transformed into a large and multi-dimensional corporation, called ALPS Cosmetic Clinic. The group has played a key role in bringing out the business of beauty care from the confines of rich and the elite by offering really affordable solutions for the women, it has become a household name in the capital, rapidly expanding its horizons and reach to other cities. Due to our vision, ALPS today, have grown into a chain of the most sought after Beauty Clinics of Delhi-NCR. We have also endowed the education industry with a chain of beauty academies, individually titled, “Alps Academy of Hair & Beauty”. The Academy offers several Certificates, Diploma and PG Diploma courses in various subjects of beauty, hair and makeup. It imparts the knowledge, experience and insight of the beauty trade from its 10 operational academies located in Delhi & NCR. Moreover, ALPS has also been inventing, manufacturing and re-inventing an assorted range of beauty products to serve the demands of its clients. Our aromatic range of products is nature-based and scientifically tested to fulfill the demands of everyone.
Current number of academies: 10
Targeted cities : All across North India including; U.P., H.P., Punjab, Haryana and Uttarakhand
Preferred Location : Punjab
Beauty Clinic: 9-25 lakh
Beauty Clinic: 100-1200 sq. ft.
Beauty Clinic: 79%-183%
Beauty Academy: 24 lakh
Beauty Academy: 1000 sq. ft
Beauty Academy: 135% (5 years)