The Esthetician’s Guide to Going Solo
Welcome back to the Aesthetician Coach Blog. We are discussing going solo as an esthetician. The pros, the cons, and everything in between. I have several clients that have reached out with questions about the steps of going solo. So I thought this would be a great topic to dive into. Stay tuned in to get the list of signs that you are ready to go solo!
FINANCES: How much will it cost to open my Esthetician Business?
How much will renting a space cost you? It truly depends on the area you live in and what's available. Do your research and shop around.
What equipment are you going to need? Make a list of everything you will need to start your business and the cost.
How much will it cost you to bring on a professional skincare line for backbar and retail?
Homework: Break down the initial costs of going solo (renting a space, equipment, products). These are going to be some of you biggest expenses starting out.
You can spend as much or as little as you want to when opening a space. I've personally seen the cost of opening a space from $5k to $20k+. Having a solid business plan to start is going to be vital for planning and determining how much you can and want to spend on your new business.
Location and Space
Finding the right location can be vital to your business success. Do your research. If you're in school and you know you are going out on your own as a solo esthetician, start researching now. There are a variety of options for a space that you can consider.
Home Studio (check with your licensing board or cosmetology board for requirements.)
Rent a building or private space and rent out rooms to other providers/professionals
Rent a room in a spa, suite or salon. Things to consider:
Is the space quiet? Check them out during busy times to see how loud the environment is with the door shut.
Lighting- is there an option to dim the lights? If not, what’s your plan?
How will you do laundry?
What type of waiting area do they have for your clients?
Is the space big enough for your bed and equipment and set up?
Will it be easy for you to work around if you are waxing or doing a facial?
Do you like the decor? If not, is it something they will allow you to change?
How type of contract or lease do you have to sign? Think about how long you want to be in the space and the consequences of breaking that lease or contract.
Access: How easy will it be for clients to find you? How is traffic around the area?
Parking: What’s parking like for your clients? Are there plenty of parking spaces? Is it free parking or do they have to pay to park? Will you be able to validate?
Brand: Does the space align with the environment and brand you are trying to create?
Smells: Is there a restaurant in the same building? Are they doing nails or hair? What smells will you experience in your treatment room?
Marketing Strategy & Attracting Clients
How will you get your first clients:
Create a marketing plan before you open your doors:
Open house or grand opening
Word-of-mouth-TELL literally everyone you know
Create an amazing introductory offer for your new clients
Do you have an existing network that you can reach out to and ask for referrals?
Effective Marketing Strategies:
Utilize social media (create a budget for ads)
Start an email marketing of existing and future clients
Collaborate with other local businesses
Network within your immediate/local community
Client retention is as important as getting new clients.
Create an amazing client experience
Lead with value, education and transformation
Create a loyalty program
Sales
Get good at selling. This is a skill you can learn. You are going to be selling yourself and your treatments and products. So learn effective techniques and craft your skillset. Instead of thinking of it as selling, think of it as educating your client on the transformation and benefits they will receive from you.
The Legalities of Opening Your Own Business
Business Structure: Choose a business structure that works for you: Sole Proprietorship, LLC and Corporation (based on taxes and liabilty)
Research and hire an accountant: (this will save you a lot of time and stress and they are the best ones to ask about what you can claim and count on your taxes)
Licensing/Registration: Business License and Tax ID’s (check with local government to see what license is needed for your state and county)
Shop License: (check with your Licensing board or cosmetology board)
Zoning and Permits: Check local zoning laws and obtain necessary permits, especially if working from home or a specific location.
Insurance: General liability, professional liability, property and/or renter’s insurance to protect your business.
Consent and Liability Forms: Create clear client consent and liability forms, terms of service etc.
Building Your Brand:
Defining and creating your brand—what makes you unique as an esthetician? Why will you stand out from your competition? How will you create an experience that keeps your clients coming back?
Choosing a name, logo, color scheme, and brand voice that reflect your style and values are all important but this is one of the fun parts and this is the least of your concerns because you can always rebrand. But do take some time deciding on these things just not too much. Don’t get stuck with indecision here. Make good decisions and move on.
Online Presence:
Create a website and social media channels (pick your favorites) I would recommend 2 to start with such as facebook, instagram, tiktok etc. Start a professional account on each of these with your business name and logo.
Research online booking platforms: Square, Gloss Genius, Vagaro to name a few. Find out the cost, and what each offers to compare.
Here are some additional good questions to think about before going solo as an aesthetician:
Experience and Confidence:
Do you currently have experience being an aesthetician?
How confident are you in your skillset? If you're not confident in what you are offering or the treatments you are performing it’s going to be harder for you to sell yourself and your business.
Continuing Education:
Do you have the money and time to invest in continuing education? If you are going solo right out of esthetics school there is still a lot to learn. Are you willing to make the investment and time in continuing your education.
Finances:
Have you saved up at least 6-12 months of living and business expenses?
Mindset:
Have you created a solo Mindset:
Are you resilient in the tough times?
Do you have confidence in what you are trying to build and achieve?
Are you determined to make this work no matter what?
Support System:
Do you have a strong support system in place? People in your family, friends or other estheticians or business owners to lean on and get advice from when you need it or are just feeling down? If not, create one now. You can do it alone, but why?
There are MANY things to think about when opening a new AESTHETICIAN business. My goal is to shed light on a few of those things to consider and research. There are going to be challenges along the way but guess what? There will also be huge successes to celebrate! The KEY is preparation, planning, discipline and resilience. SO how do you know if you’re ready to be a solo esthetician? Here are a few signs that you are ready and prepared to go solo?
Signs that you’re ready to go solo?
You have a budget for your business
You have created a marketing plan
You have done your research and homework on your space
You have a good support system around you or a plan to create one
You are confident in your abilities to sell through educating your clients on the transformation and benefits they will receive from your treatments and products.
You commit to doing weekly and monthly check in’s on your business health and finances and making changes as necessary.
You have at least 6 months of living expenses and business rent set aside.
You're prepared to stay the course and succeed even on the hard days.
When something is not working, you are committed to finding a way to make it work or asking for help.
I know I’ve given you a lot of information to think about. I want you to be prepared to be successful and crush your goals of having your own esthetician business. If you feel you need more guidance or support in your journey, I offer 1:1 coaching sessions for estheticians. Sign up for a 1:1 coaching call! I would love to hear more about your business goals. https://stan.store/amberboone/p/book-a-11-call-with-me-x6ysc
QUOTE FOR TODAY: “Success is not the key to happiness. Happiness is the key to success. If you love what you are doing, you will be successful.” I truly believe that if you love what you are doing you will find a way to make this work and to be successful.
Let me know in the comments what topics you want to learn more about. Thank you so much for being here with me and sharing this journey.
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