While the day-to-day running of a spa may seem straightforward, several key elements can be incorporated to guarantee a smooth operation, including putting systems in place, staff training, and marketing.
Put Systems in Place
A fundamental aspect of running a successful spa is having systems and processes in place which can be followed when making day-to-day business decisions. By implementing these procedures, employees can get on with their work without constant guidance, allowing the business to run smoothly and freeing up time which can be spent on other projects. Firstly, work out which systems will be needed for your business, as having too many rigid procedures in place may have an adverse effect operationally. As they say, “People go, systems stay.”
Equipment and supplies
First things first, making sure that the facility is functioning properly is the number one priority and the basis of a successful operation. Make sure you have the right control and check to make sure all procedures in place, so that all equipment is monitored and functioning properly, as well as supply inventory is running smoothly to ensure good service standards. Timely maintenance is very important so that you minimize down time for any equipment and you avoid customer complaints. Making sure that certain staff are assigned to these duties is essential.
Software-Booking Systems-KPIs
In today’s age, customers are used to being able to make bookings at any time of the day and night, so a sophisticated online booking service which runs 24 hours a day is essential. You don’t want to lose business by solely relying on taking bookings during working hours.
A good software program will provide the business with valuable information on usage patterns, client target groups, peak hours, repeat customers, therapist and room utilization, and a lot of other very valuable key performance indicators.
Accounts
Having an excellent accounts system in place to help with accurate budgeting, forecasts, and handling payments efficiently will help the spa to run smoothly. Cash flow is the ultimate lifeline of a business, so monitor figures regularly, as not securing enough profit to pay for daily expenses can lead to your business collapsing. Anticipating future business demands six to 12 months ahead means you can create a cash flow projection and identify potential short falls, so a safety net can be put in place where necessary.
Invoices should be paid promptly and clients should be encouraged to pay up front for certain treatments to guarantee money coming into the business. Membership plans are a great way to bring in regular income, along with offering opportunities to reward loyal clients with benefits and incentives. Even with a comprehensive account plan in place, a successful business relies on client and employee retention and retail sales in order to make a profit. Business plans should consider these elements to ensure the spa continues to run smoothly.
Staffing
Your staff are the face of your business and, most importantly, the ones who will execute the successful day-to-day running of the spa. Hire individuals who share the core values of your business and have the right qualifications to provide the services offered and drive the business forward.
In any profession, training days are essential for staff development and to ensure they are kept up-to-date with industry changes. Provide regularly training to enable staff to develop skills, improve the effectiveness of your workforce, and aid employee retention by demonstrating your willingness to invest in their future. Staff rotations are key to ensuring successful day-to-day operations, so these will need to respond to the needs of the business and to be used to ensure proper staff rest, breaks, and days off, as well as schedule both regular and one-off events, such as training days and appraisals.
Marketing
Building a strong brand image and generating sales by reaching a target audience through marketing is an essential element to any successful spa business. Even if you have a fantastic workforce and service menu, if you don’t have a strategy in place to promote your spa, it will be almost impossible to make a profit. Allocating a sufficient budget for marketing activities throughout the year ensures a constant buzz around your offerings and helps your business to thrive.
Use social media to connect and engage directly with potential customers and local businesses. This popular medium creates an online community through which your brand and latest offers can be promoted.
Whilst marketing is essential to a business, traditional word of mouth should not be underestimated and can be the most effective way to spread the word. Do not forget or underestimate internal marketing. An attractive loyalty program and encouraging clients to leave a positive review on social media can provide a vital boost to your reputation, which is particularly valuable to new businesses.
Nikos Kouremenos joined Raison d’Etre in 2013 as the spa director of one of the biggest worldwide Thalasso & Spa facilities in Soma Bay, Egypt, whilst also managing spa operations in the area. Having a 25-year career in top managerial positions in the health and fitness industry, Kouremenos has worked on a series of projects in the sector and completed studies, business plans, and staff training, while running his own consulting company. Since July 2015, Kouremenos has been the education and project manager of Raison d’Etre.