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Jan, 02 2016

Beauty business 'make-up'

Are you new in franchise arena and have several questions regarding initial risks and challenges of this unique business model? Well, here we bring the answers to all our readers' franchising queries via this regular column of expert's advice.

I have zeroed on a few leading salon franchisors to take franchise but I am little confused to whom to go with? What are the things I should keep in mind? Should RoI be the criteria or brand?

Ritu kohli, Mumbai

In my opinion, when choosing a salon franchiseship, the most important factor to keep in mind should be passion. If you as a person do not have a passion for the beauty business, if you do not like to connect with people, if you are not very beauty conscious, then this industry is not for you. Of course RoI and brand value are both important, but once passion is there, these two factors will fall into place automatically.

What customisation can I make to my franchise outlet other than the suggested one by the franchisor?

Shweta Goyal, Noida

Every franchisor has certain areas where customisation is simply not allowed. Similarly, there are some areas where the franchise partner can take a call. For example, some brands have very specific detailing about their interior layouts in terms of colours, measurements, etc. On the other hand, the layout of the salon is usually adapted to the store size and dimensions, and while there will be a required number of units, where exactly they are to be placed is flexible. It is always wiser to adopt brand customisations in your store as these are matters that have been decided to best suit customers after much thought, trial and experimentation to see what works and what doesn't.

I am settled in south India but I have business interest in western region of the country. Since I don't have much knowledge of the local business aspects so can a franchisor assist in this aspect?

Rashali Khan, Bangalore

Of course the franchisor will help in these aspects. Most franchisors have a back end team to provide full assistance to new franchise partners. The operations team, specially the Area Sales Manager assigned to your store should and will be able to guide you here.

Why do brands try to rope in celebrities as brand ambassadors? Does this really help in increasing footfalls in the store?

Chahat Uppal, Chandigarh

This topic of celebrity endorsements evolves mixed response from many. Today's customers are enlightened and empowered as never before, thanks to the internet, and are influenced only by advertisements that are relevant and provide information. If a celebrity endorsement is accurately positioned and accompanied by a powerful message, it can be an important tool in brand building, and proportionately there will be an increased effectiveness in bringing in footfalls to the salon thanks to celebrity advertisements.

Which is more essential for a franchisor should he focus on rates with respect to competition or should the focus be on innovation?

Prerna Khullar, Ludhiana

In my mind, innovation is a must and serves as a clear differentiator for the brand in the market. The brand has to keep evolving and should constantly bring in new products or services. A focus on rates is also essential, but whatever one brand decides to offer, another can always offer at a reduced rate to capture customers. Innovation is the best way to set the brand apart and maintain loyalty in the minds of customers.

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