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Solar Planet Company Owned Salon Presentation 3

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A proposal for opening ten company-owned indoor tanning salons in the San Francisco Bay Area

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Solar Planet Company Owned Salon Presentation 3

  1. 1. A Proposal For TEN Company Owned Solar Planet Salons in the San Francisco Bay Area Advantages: ❑ Local control and management ❑ Track record of highly successful tanning salons ❑ Demographics and lifestyle of SF Bay Area ideal for indoor tanning salons ❑ SOLAR PLANET: A Proven Indoor Tanning Salon Concept ❑ Salon expansion plan in place ❑ Marketing plan in place ❑ Management and support staff in place ❑ Economies of scale ❑ Solar Planet National Customer Profiling and Targeting
  2. 2. Local Control and Management ❑ Lower salon training and support costs ❑ Improved communications ❑ Faster implementation of procedures ❑ Easier to monitor salon performance ❑ Standardized operating procedures ❑ Easier to provide technical support ❑ Easier to coordinate and schedule staff training
  3. 3. A Track Record of Highly Successful Tanning Salons ❑ Very successful tanning salons in large, urban metro locations like San Francisco, Seattle, Minneapolis, Virginia, Maryland and Washington, D.C ❑ Top 10 Solar Planets sales YTD ending May 2001 $1.7MM versus $1.5MM in May 2000--an increase of 12%--twice the industry average ❑ Top 10 Solar Planets averaged $364,000 sales in Year 2001 versus $324,000 in sales in Year 2000 ❑ Top 10 Solar Planet salons in top 2% of all indoor tanning salons nationally ❑ Three Solar Planets in Top 100 in US in gross revenues in only 1000 square feet of space with 6 to 7 beds ❑ Scott Shortnacy’s Solar Planets sales up by $213,000 or 27% for five month YTD period ending May 2001 - $1,009,000 versus $796,000 for May 2000
  4. 4. Demographics And Lifestyles Of Bay Area Are Ideal ❑ Average household income of $66,500 ❑ 857,000 or 51% of HH avg in excess of $50K per year; 537,000 or 32% of HH avg in excess of $75K per year ❑ 614,000 or 21% of total adults over 25 years of age are college educated ❑ 1.5 million or 70% of labor force are white collar ❑ 1.7 million or 50% of adult population are single or unmarried ❑ 2.8 million or 66% of population is white
  5. 5. SOLAR PLANET: A Proven Tanning Salon Concept ❑ San Francisco Marina salon grossed over $550K in five years with only six beds in 1000 sq ft of space ❑ Fully tested training and marketing programs ❑ Extensive classroom and onsite salon training ❑ Extensive training manuals & marketing materials on CD ❑ BREEZE indoor tanning salon software ❑ DR MULLER German-made tanning beds ❑ Twenty salons in a period of three years
  6. 6. Salon Expansion Plan in Place ❑ Ten salon openings within 15 to 18 months ❑ Solar Planet national profile prepared by Claritas, Inc. will be used as basis for selecting future salon sites ❑ Salon site selection will include an extensive demographic, lifestyle segmentation, and competitive analysis ❑ Salon sites to include an extensive onsite field study ❑ Salon construction to include project scheduling, timeline and PERT charts ❑ Salon expansion include estimated costs, projects and budgets
  7. 7. Management and Support Staff in Place ❑ Principals have nearly forty years indoor tanning salon experience ❑ Customer support staff in place with a combined fifteen years experience in salon retail operations ❑ Thoroughly tested and proven Solar Planet retail salon operations and marketing programs ❑ Our proprietary BREEZE salon management system with the ability to support multiple locations
  8. 8. Marketing Plan in Place ❑ EXECUTIVE SUMMARY: Includes a five-year business plan with capital expenditures, profit & loss and cash flow ❑ OUR SALONS: Small, boutique style, attractive salons catering to the successful single and urban up and comer ❑ OUR STAFF: Well educated, professionally trained and knowledgeable salon staff who can relate to our customers ❑ OUR CUSTOMERS: Highly educated, white collar professionals, working in management and executive positions, predominantly single, with very high incomes ❑ LOCATIONS: Selected due to their proximity to consumers very similar to our national Solar Planet customer profile ❑ EQUIPMENT: DR Muller line of superior, German-made, very high performance tanning beds
  9. 9. Economies of Scale ❑ Complete Solar Planet training manuals and marketing programs on CDROM ❑ Purchasing salon lotions, lamps and acrylics at lower costs due to higher volume ❑ Advertising and marketing expense can be spread over ten salons rather than just one ❑ Training and support costs lower due to proximity to corporate headquarters
  10. 10. Solar Planet National Customer Profiling & Targeting ❑ Solar Planet’s best customers are our EXISTING customers ❑ You can target new customers by PROFILING your existing customers ❑ Profiling allows you to answer three marketing questions: Who are our Customers?, What are they like? Where do they live? ❑ MicroVision50 Segmentation Analysis from Claritas, Inc. was used to profile over 50,000 Solar Planet customers ❑ MicroVision50 Segmentation assigns consumers into fifty lifestyle segments defined by demographics, behavioral and spending attributes
  11. 11. Who Are Our Customers? ❑ Solar Planet customers fall into STRONG and WEAK lifestyle segments: ❑ STRONG Lifestyle Segments: ▪ CORE: These customers display a high index value when compared to the general population AND make up a significant percent of all customers ▪ CONVERSION: These customers represent a significant proportion of the total customers and an even larger proportion of the general population ❑ WEAK Lifestyle Segments: ▪ EXPANSION: These customers display a high index value when compared to the general population, but make up a small proportion of customers ▪ NON-TARGET: These segments account for a small proportion of customers and indices suggest they are less likely to become customers
  12. 12. Solar Planet Strong Lifestyle Segments ❑ CORE Lifestyle Segments represent our dominant lifestyle segments as follows: ▪ Segment 01 – Upper Crust: 45 to 59 year old suburban adults with families and older children, very high income – 14,000 or 27.75% of total Solar Planet customers profiled with an Index of 291 ▪ Segment 13 – Successful Singles: 30 to 44 year old urban singles, renters, white collar professionals, executive and managerial, very high income and education levels – 5,700 or 11.16% of total Solar Planet customers profiled with an index of 125
  13. 13. Solar Planet Strong Lifestyle Segments (Continued) ▪ Segment 12 – A Good Step Forward: 22 to 34 year old urban singles living in non- family households with one or two people, renters with high household incomes – 5,500 or 10.62% of total Solar Planet customers profiled with an index of 166 ▪ Segment 02– Lap of Luxury: 35 to 49 year old adult married suburban homeowners, two to four people per household, with very high levels of income – 1,400 or 2,80% of total SP customers profiled with an Index of 172
  14. 14. Solar Planet Strong Lifestyle Segments (Continued) ❑ CORE Lifestyle Segments - Continued: ▪ Segment 37 – Urban Up and Comers: 18 to 44 year old urban singles, renters, mid- high income, white collar, professionals, executive and managerial, highly educated – 3,100 or 6.05% of total SP customers profiled with an index of 176 ▪ Segment 08 – Movers and Shakers: 35 to 49 year old suburban singles and couples, median income, highly educated, white collar professionals – 3200 or 6.32% of total SP customers profiled with an index of 102
  15. 15. Solar Planet Strong Lifestyle Segments (Continued) ❑ CORE Lifestyle Segments - Continued: ▪ Segment 36 – Metro Mix: 25 to 34 year old urban singles, primarily renters, with low-to-medium incomes, high school to college educated, white collar, administrative support positions, - 1300 or 2.64% of total SP customers profiled with an index of 107
  16. 16. Solar Planet Core Lifestyle Segment Distribution • Solar Planet CORE lifestyle segments include seven dominant segments: ▪ 01 Upper Crust ▪ 13 Successful Singles ▪ 12 A Good Step Forward ▪ 08 Movers and Shakers ▪ 37 Urban Up and Comers ▪ 02 Lap of Luxury ▪ 36 Metro Mix • CORE lifestyle segments represent 34,622 or 67.34 % of the total 51,416 customers profiled with an average index of 162
  17. 17. Solar Planet Conversion Lifestyle Segments ❑ CONVERSION Lifestyle Segments represent a significant proportion of customers and an even larger proportion of the general population, not likely customers, but with potential: ▪ Segment 04 – Mid-Life Success: 40 to 54 year old suburban adults, very high income, white collar jobs – 3,500 or 6.72% of total SP customers profiled with an Index of 66 ▪ Segment 15 – Great Beginnings: 25 to 34 year old urban and suburban young adults, renters & homeowners, white collar, managerial, high income and education, – 1900 or 3.74% of total SP customers profiled with an index of 64
  18. 18. Solar Planet Conversion Lifestyle Segments (Continued) ❑ CONVERSION Lifestyle Segments – Continued: ▪ Segment 03 – Established Wealth: 40 to 54 year old suburban family homeowners, sales, executive and professional, very high income and education – 1100 or 2.18% of total SP customers profiled with an index of 71 ▪ Segment 05 – Prosperous Metro Mix: 30 to 44 year old urban and suburban married couples with young children, high income, white collar, college educated, executive, managerial and professionals – 1200 or 2.34% of total Solar Planet customers profiled with an Index of 37
  19. 19. Solar Planet Conversion Lifestyle Segment Distribution • Solar Planet CONVERSION lifestyle segments include four segments with potential: ▪ 04 Mid-Life Success ▪ 15 Great Beginnings ▪ 03 Established Wealth ▪ 05 Prosperous Metro Mix • CONVERSION lifestyle segments represent 7,702 or 15.24 % of the total 51,416 customers profiled with an average index of 59.50
  20. 20. Solar Planet Customer Rank Order Correlations ❑ Rank Order Correlation is a statistical method used to classify a group of consumers into their most likely demographics, what products or services (I.e. lifestyles) they are likely to buy and the type of media they are likely to read, listen or view. Solar Planet customers rank order DEMOGRAPHIC correlations were the highest in the following: ▪ Very likely to be female without children ▪ Very Likely to have an undergrad or graduate degree ▪ Very Likely to be employed in a white collar positions ▪ Very Likely to be professional, executive or managerial ▪ Very Likely to be between 40 and 49 years of age ▪ Very Likely to own property worth $300K to $500K or more ▪ Very likely to be single or non-family
  21. 21. Solar Planet Customer Rank Order Correlations (Continued) ❑ Solar Planet customers rank order LIFESTYLE correlations were the highest in the following: ▪ Very likely to be involved in physical activities like rollerblading, jogging, tennis, weightlifting, volleyball, backpacking, cycling and aerobic exercise ▪ Very Likely to wear soft contact lenses ▪ Very Likely to attend movies regularly ▪ Very Likely to frequent bars and night clubs ▪ Very Likely to travel internationally ▪ Very Likely to own a cellular telephone
  22. 22. Solar Planet Customer Rank Order Correlations (Continued) ❑ Solar Planet customers rank order MEDIA USAGE correlations were the highest in the following: ▪ Very likely to listen to Modern Rock, Classic Rock, Jazz and Adult Contemporary music ▪ Very Likely to rent a video at least once a week ▪ Very Likely to own and use a computer and surf the Web ▪ Very Likely to listen to the radio on weekdays between 6-10AM for at least one hour ▪ Very Likely to read a magazine (Top 50%) ▪ Very likely to attend live theatre performances ▪ Very likely to be view less television programming (bottom 50%)
  23. 23. Solar Planet Potential Target Markets ❑ Target markets with potential customers that are most similar to its customer profile can most likely be found in the following locations in order of population ranking (Top 10): ▪ New York City ▪ Los Angeles ▪ Chicago ▪ Philadelphia ▪ San Francisco-Oakland-San ▪ Boston ▪ Dallas-Fort Worth ▪ Washington, DC ▪ Detroit ▪ Atlanta

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