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“I skate where the puck is going, not where it’s been.”
Are you ready to take your business into the future, or are you still holding on to outdated business practices, hoping for a miracle? This topic has been on the “hot list” for the past year as fear concerning regulation changes has peaked and salon owners across the industry have asked, “What’s next?”
As we approach the 2016 tanning season, it’s time to ask yourself if you are willing to reinvent – reimagine your brand, reinvigorate your practices – creating momentum within your business and your mindset. Reinvention can take many forms and might include diversification of services, equipment upgrades, boutique customer service, or updated marketing strategies. Regardless of how you set the tone for your business in the future, one thing is sure: Any tanning salon that fails to adapt will fail to thrive in a changing environment.
After all the hyperbole and fear have been laid to rest regarding regulation changes in the last year, the effects felt by owners have turned out to be minimal. With the burden resting on manufacturers to navigate classification changes, the fear surrounding industry investment and security has proven to be fodder for more alarmist contingencies in our industry. Regulation changes are proving to be more of a distraction for business owners than a threat to our industry overall, and it’s time to refocus on creating momentum in our marketplace instead of letting fear become a stagnating force.
Creating a plan for the future is not an intuitive task for everyone and can be especially daunting when taking a business and staff into account. Nevertheless, it is impossible to create forward movement without a purpose or a plan. As we look to the upcoming season, now is the time to cast a vision for your salon, your team, and yourself. Set some time aside to focus on where you would like to see your business in one year and be honest about where you are now. Take a moment to check in and ask yourself the real questions: Have I been focused or distracted throughout the last season? Is my staff trained and equipped to offer excellent customer service? Is my equipment in top condition to sustain me during peak season? Depending on your answer to questions like these, it’s time to make a plan. Many times, a 12-month plan is too much for you and your team to bite off; but try breaking it down into three-month goals. Finally, once you have quarterly goals in place, focus on tomorrow. What do you need to do tomorrow to accomplish your vision for the upcoming season and year?
With the introduction of a new column in this magazine comes the opportunity to focus on particularly heated topics concerning regulatory developments, salon innovations, FDA updates, and the navigation of our business. An overwhelming professional focus over the last season has been “getting ahead of the curve.” It is my desire to bring salon owners with me in the search for innovation and reinvention, while wrapping a layer of understanding around some of the more nebulous issues our industry has faced over the last few years. Information and action are the enemies of fear and insecurity, and we have been captives of insecurity for far too long.
Brynn Scarborough is the Director of Business Development & Marketing for JK North America, representing industry-leading brands including Ergoline, Sun Angel, Beauty Angel and SolTron. With the company since 2012, Brynn brings extensive knowledge of sales management, customer relations and public speaking, and continues to serve JK in key project and brand development. Pursuing an Executive MBA from the Sykes School of Business at the University of Tampa, Brynn invests heavily in pursuing industry-leading innovation and technology with Ergoline.
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