Interview with Reg Laws - Founder of PR at Partners

This was by far the most valuable interview I have conducted.  

I first started asking about his operations.  PR is branded as a high end hair salon.  They are in the process of trying to expand their business without loosing their prime feel. Their busiest hours are from 5pm until 9pm Thursdays - Saturdays.  During their slower hours they focus on the educational piece of their salon.  Training new graduates from beauty school in the PR way.

Reg made some very good points about opening up Glam Dash.  He said "it's all about branding."  What would we bring to the table?  What is unique about glam dash.

Reg stated that the idea is bad if we plan to bring it to high rent locations and that we should focus on trading our services for rent.  And he gave an example of partnering with a fitness center chain, such as LA Fitness.  LA Fitness is geared towards women, does not have a spa, and is looking for additional foot traffic, which Glam Dash would bring.  He explained the concept of trading 3% of our gross revenues for the space in their gyms.  He specifically said the LA Fitness on 19th and K in DC would probably be best for our business.  I inquired his thoughts on business centers, and he says the demographic is wrong; too many men.  We would have to research places.

He continued with wanting to know how we are unique.  I explained our efficiency concept and he followed up stating we need something more unique or a way to brand it red carpet style.

We came up with... We deliver Red Carpet style to a busy woman's schedule... or something like that.

Reg Laws

Mom of 3 - Telephone interview

Brandi
Stay at home mother of 3


Brandi is a mother of three who has disposable income.  Before becoming a mother of 3 she worked in the fashion industry and continues to stay on top of the newest trends.  She currently gets her nails done once or twice a month.  She does not get her makeup done unless its a wedding or other special event.  She also does not get her hair blown out.  But if there was a place nearby with parking she would definitely try a package deal and for sure do her nails.

Once I told her the Glam Dash concept she immediately said "You know what I would go to regularly during the summer; a braid bar."  She says, "who in their right mind want to get their hair blown out during the summer, when instead they can get a cute/sexy look that is cool and not on their shoulders?"  She said she would go once or twice to our salon during the winter but if we offered braids, she would go once or twice a summer.

GREAT INSIGHT, because braids are very trendy right now and none of us even thought of this.  The best part, is when you take out your braid, you have a whole new look to play with.  This concept could be expanded!  Here are some fun braids...

Some updates...

Some updated on our business design, ideal customer, cost structure and key partners: 

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Tonight I managed to talk to four women about our concept and got much more into the weeds than previous interviews - about what they think works and doesn't work and what things to consider.

DeEtta

DeEtta is a Navy officer and has two kids, one in college and one in high school.  The Navy is what brought DeEtta to the DC area.  She does her own hair, gets her nails done occasionally, and uses only minimal makeup, such as some eyeliner. 
She goes to two places that blow out hair.  One is called Dominican Blow Out and the other is called Brazilian Blow Out.  She thinks that’s what they’re called.  After explaining the concept, she was curious as to what makes our concept different from all the other salons out there where you can get the same stuff done.  She it would take her a lot to switch from using the people she knows and thought the same about most of her friends.  What makes us different?  I explained the efficiency concept and she thought that if we could do it, it would definitely be something of value – the ability to get it and out in a reasonable time and not spend a long time there.

Regarding the cost and the 33/33/33 concept, she didn’t think that’s really much different from prices she is able to get for hair and nails.  I reminded her about efficiency.  She told me if we could really do it for sure, that would definitely be of value.  She asked what we’ve done so far to figure this out – would we have enough space, would we have the people to be able to do it, especially during the busy times and be able to give enough attention to each person to make it happen.  She thought we’d have to try these things about and see what works.  We’d have to train our staff to our efficiency focus and make sure we can pull it off.  DeEtta pointed out that nails would have to be what we start with as that could take the most time.  Overall we need to work out the process and make sure we gear it right for feasibility. 

Shelia

Shelia grew up in New York.  She attended University of Pennsylvania and studied Biology.  She also went to graduate school and studied biology.  She then moved to DC and has been her since.  Shelia gets a salon haircut once every four to six months. A cut and style costs her $60 to $80.   She gets her nails done every other week.  She consistently goes to one person who is good.  She usually does polish or shellac, and does a rainbow of colors – it depends on the season what color she does.  Her nails cost $10 normally.  She does make up for events like weddings.

Pete explains the concept of 33/33/33.  Sheila thinks for going out for an event, like going out to a fancy restaurant such that you get dressed up for and have an up-do.  She then said, “I’d love to look like a princess for the night!”  She is concerned with the time it takes to do nails – a full set of nails is a 60 minute event and a fill is 45 minutes.  You wouldn’t want to wait too long.  She doesn’t use a lot of product and does not get it at the hair salon.  For product she goes to CVS, Target or wherever she happens to be at the moment.

She likes the name “Glam Dash”
 

Leslie

Leslie is from Blissfield, Michigan.  She went to University of Michigan and studied psychology and music technology.  She lived in NY from 2001 to 2006 for excitement and change.  She came back with her husband for the family and the expanding responsibilities. 

She gets her hair done once every three months and gets it cut and colored at the Aveda Institute for $55.  It is usually a different person who does her hair each time.  She says the quality is usually consistent as Aveda has a strict training academy and has recommended it to friends.  For nails, in the summer she gets a pedicure once a month.  She gets her fingernails done four times a year.  She gets a polish, a pedicure massage, and gets her nails reshaped, cutting and polish.  Her favorite color is orange.  She also gets blue.  For makeup she does lipstick, eyeliner, and mascara. 

She thinks the name GlamDash makes her think of chessy.  On the other hand, Bar 33 makes her think of time and cost.  (I had already explained the 33/33/33 concept regarding cost and time.  She thinks our concept is really great. 

For her last pedicure she got a shellac which you dry under UV light – you don’t have to wait a long time to dry, and it lasts a long time.  She went to a salon where the concept is efficient – they get you in and out with nails and you don’t have to wait.  It is also cheaper as you don’t use as much of the professional’s time.  For products – At Aveda she gets a Hair Mousse styling product.  Otherwise she gets her hair products at the store.  She goes with her sister-in-law or someone (friend or family) about every other month. It is important to be able to be with a friend for an opinion on a hair style, a nail color, etc. – someone who knows you, what you like and what works for you. 

One concern with these places is the sanitary level.  She makes we should make a point of how sanitary it is.  We avoid the fungus horror stories and the pinkeye sharing tools stories.  Keep your tool clean.  You want to say you’re on the cutting edge of sanitary tools and methods.

Wifi is a must – also you should have charging stations.  She has been to one with all the plugs and cables. 

If she was to get all three services done it would be for an event. 

Maureen (and advisor/motivational speaker Pele the dog)

 

She gets her hair done once every six weeks.  The criteria is not just money but that the people at the salon listen and care – this is very important.  She goes to Soleil Salon on Picket street in Alexandria.  It is locally owned.  They have good prices, are locally owned, and she has talked with them.  One time when they were backed up and she was waiting they gave her a free manicure.  When she walks in she immediately gets asked, “Can I get you something?”  She gets her nails done not so often.  Says her skin is not great, in winter her skin splits and bleeds and she has to wait until it gets better.  She wants to get her toes done, waiting for calluses to heel and from her recent foot surgery.  The salon can take these off.  When she gets her nails done she gets them filed and does not keep them long, but instead sports length.  For colors she choses neutral colors like roses.  She hasn’t yet done Gel but may do it next time.  She gets the cuticle pushed back.  It says it is important for health and for cosmetic reasons.  She has hesitated on gels because it takes a long time to take off and doesn’t like the aluminum foil and adhesive used to take it off.  For makeup she uses a lipstick, with a gloss mainly.  She uses a stick – Cover Girl or Revlon.  It looks like a crayon stick.  She use a facial powder to be shiny, a connector.  She occasionally goes with a friend.

After she is told about the concept she says for products were should consider sample sizes!  Make it an option.  Sample sizes are so they can walk away with it to use for the rest of the night.

She buys her products at the store – not at the salon as they’re so expensive there.  We have to make sure we find the right products to meet our customers’ needs, and have high end products for those special occasions.   She is sometimes drawn by a scent to a store.  She is not bothered by nails scents.  She doesn’t like hair perm smells. 

She says the placement of stations in our place is very important – make sure they are not bumping into each other.  If it is too tight (she’s seen it) then it doesn’t work.  Also, you don’t want everyone converging on supplies at the same time.  Shampoo, hair wash, and the number of bowls available is important.  She thinks a mobile nail station would be awesome!  She pointed out that Soleil Salon also caters to men, who have caluses on their feet taken off and get their nails buffed. 

Pentagon City on a Tuesday night

Pete and I decided to tackle the food court in Pentagon City between the after-dinner and before-closing period.

Lauren (aka Pete's awesome wife!)

Lauren is from Huntington Beach.  She was born in Phoenix, Arizona but grew up in Huntington Beach.  She went to George Washington for undergrad and grad school.  She’s been in DC for 14 year.  Currently she is in the musical Damn Yankees.  She is a budget analyst.  She likes to hang out with her husband and likes to shop.  She really likes to shop and really likes shoes.  She doesn’t know how many pairs of shoes she has. 

Lauren gets her hair cut every six to eight weeks.  She gets her nails done every two weeks and uses gel and acrylic for nails.  She usually uses gel on her finger nails and regular nail polish on her toe nails.  Her previous experiences were really bad.  With the gel, they use LED lights for easy drying.  Now she always goes to the same person.  In California they use a footbath for pedicures which is easier to lean than a pedicure chairs (which also have massages).  The pedicure chair is more painful.  The chair’s traps/filters don’t get cleaned enough and can grow bacteria. 

Lauren colors her hair, no blowouts.  For weddings her stylists does her hair.  At her own wedding a couple hairstylists came to them at the Gaylord hotel.  Normally she has her hair in a ponytail.  Her hair is usually frizzy.  She does not use product on her hair.  She may use hairspray for going out and wants it fancier.  How often does she change her hair – when she gets bored.  She now also wants to make sure her husband likes it.  She uses a brush and a curling iron.  She normally goes by herself for hair and nails.  What’s a reasonable price? $25 from the manicurist she likes.  $35 just for a fill, which is $45 to $60 at other places.  A regular manicure is $20 – take the cuticles out, it takes time, and should not hurt. 

She likes the 33/33/33 idea.  She does see herself using this.  For prom it costs $80 to $90 for hair only.  Manicure expectations – quick and using gel nail polish would be the way to go.  Gel smells less than other nail polish.  For the remover there are foil pads, with cotton squares that you put the remover on, you wrap the foil pads around the fingers, it generates heat and keeps it more contained.  Lauren likes the concept as it makes it more affordable to go out.  She’s always had a dream of getting things done at once (hair/makeup/nails).  It reminded her of a scene from the move Troop Beverly Hills – getting multiple things done at once.  When asked where should it be located she likes the town center concept, perhaps Tysons or Georgetown.  She really likes “Bar 33.”  What if prices go up?  You could still have something at $33.  

Stephanie and Katrina

Stephanie is from Massachusetts and Katrina is from Maryland.  They are both going to George Washington University and in the fall will be in there senior year.  They are both in exercise science.  Stephanie just came back from Florence Italy.  A normal day involves coffee, sorority activities and babysitting.  On a normal day for Katrina she coaches gymnastics, goes to school and is working on getting an internship.  Katrina’s family has a beach house in Ocean City.  They’ve been going down to the beach house this summer. 

Stephanie gets her hair cut four to five months.  She has not heard of drybar.  She gets a pedicure a couple times a year.  She doesn’t get her nails done much because they trip.  Katrina gets her hair cut twice a year.  She does know about drybar.  She gets her nails done sporadically.  She gets them done for sorority recruitment.  She also does it when her mom pays.  Katrina heard about nail gel and wants to use it.  Stephanie has done gel nails before.

Lexi explains “Bar 33”  Both ladies with energy and positive tone says, “That sounds nice!”  Would be great for events.  Bar 33 – that’s the place that’s on $33.  We’d go there if it exists.  Katrina would go more frequently for events.  Stephanie would go much more if she wasn’t a broke college student.  What haven’t we thought of?  You could have a waxing service.  Makeup is great.  Stephanie says if you advertise is take 1 ½ to 2 hours, get in and get out then that’d be great.  Two hours sounds reasonable.  Where do you guys envision this?  Downtown – Georgetown and Dupont.  If you put it near a college you will succeed.  Being near Greek Letters will help.  Getting a lot of college students will help.

Stephanie loves the idea of convenient and efficient.

Lisa and her mother

They are from Germany.  Lisa is in the country for one year as a nanny.  Her mom, Antia, lives in Germany and is visiting.  Antia spoke a fair amount but spoke very little English, so Lisa did some back and forth translating.  As a nanny Lisa gets up around 7 am to take care of breakfast for kids, does laundry and lunches.  She has kids until 9 pm and so works 14 hours.  She gets one weekend off a month and 1 ½ days a week off.  She is in college too and is studying English and German.  She wants to be a teacher in Germany. 

She gets her haircut every six months and nails done every few weeks.  She always goes to the same person.  She gets her nails done in Germany, but not here.  She uses a professional lady who visits her privately to do her nails. 

Now we take some time to explain our idea a fair amount about a class.  At this point Antia speaks up and Lisa listens for a while before translating into English for us.  The translation – You can only be a good boss when you can lead people.  Lexi explains the drybar concept, the 33/33/33, two hours to get done and the Beauty Bar of Bar 33 name choices.  Antia doesn’t like the idea.  She’s working for herself and says you have to focus on one thing and be really good at it and not focus on five things and be ok at it.  Germany is about efficiency.  Lisa was interested at first, but then back off when the mom said she didn’t like it.  

Incredible informative makeup artist named Elysa at Sephora

Elyssa is from DC and grew up here.  She’s been working at Sephora since last September.  She gets her haircut every six months.  She changes her hair styles over time and gets inspiration from what’s going on.  Right now is long, vintage wave and she’s got that going with her hair right now.  She does her own nails.  She also does nails freelancing.  She has clients that come in to get makeup on every week. 

Lexie explains our concept.  Elyssa loves the idea.  She is familiar with drybar.  She told us women love being pampered.  Women come in for relaxation.  She likes the 33/33/33 concept and likes that makeup is a part of it.  We asked does she like “Beauty Bar” or “Bar 33” and she really likes Bar 33.  She believes it will resonate really well with people – a place for them to go after work. 

She also told us to check out a fashion blog site called Refinery 29 and it has a DC section to find out what’s going on.

Focusing on Customer Relationships

My focus today was how do we get and keep our customers.  I interviewed 4 random girls and had one sit down interview.

First I sat down with Courtney, a management officer.  She is 28 years old and makes approximately 65k to 70k a year.  Currently, she lives in Tysons Corner.  Her typical beauty routine includes getting her hair cut every 12 weeks and a manicure & pedicure every 2 months.  She spends $40 on her hair and $40 on her mani/pedi combo.  She has never been to a blowout bar or drybar.  She says drybar is not worth it because of her workout routine.  Her hair will not last as long if she works out.  Being fit is more important to her.  Although she is considering trying it because she has a $10 coupon to use.  Courtney has never had her makeup done professionally and she believes it to be too expensive.  She once paid $45-50 to have her makeup done for a wedding once.

Once explaining the Beauty Bar concept to Courtney, she said that it is something she would go to on occasion.  Maybe she would go for birthdays or dinner parties with girlfriends.  She confirmed that she would not pay $40 to have her hair blown out and no more than $65 for two services (hair & nails).  When I pitched the $33/33/33 concept to her, she said she wouldnt pay $99 for all three services but if there was a pick-two option, she would definitely choose the nails/hair and would pay $66 for it (considering it is under the $80 she is paying for separate located services.

I asked her how often she would frequent the store; she said she would have to try it once and then decide.  First experience at beauty Bar 33 is important.

With regard to location, her first thought was Georgetown (remember that she lives in Tysons).  She further explained that she would want the location near a place that she could go out afterwards.  Whether going out includes night clubs/bars or simply shopping and/or dinner.  She also said a shopping mall may be ideal.  I asked her about business centers (office buildings clustered together) and she said she would definitely go and get her hair/nails done at work if she could have it done in less than one hour.

Lastly, we discussed additional services and she confirmed she would not pay extra for a scalp massage; however she would pay extra for an oil treatment considering she has very curly hair.

The other 4 girls, ages 24, 26, 26, and 27, I interviewed were at the Nationals Game tonight.  I interviewed two while in line for the bathroom and I was sitting next to the other two.  I asked them each about the ideal location for Bar 33.  I received another vote for Georgetown, a DuPont Circle, and and 2 Arlington votes.  One of the girls furthered about the location in Arlington, and mentioned Clarendon where the Apple store is location.  All 4 girls loves the $33/33/33 concept; however 3 of the 4 girls stated they would only purchase a "pick two" package and the odd one out states she would purchase only one of the services at a time.

I decided to ask the girls what type of things would keep them coming back for business.  And here are the multitude of responses I received...
- Efficiency
- Quality
- Customer service
- Coupons and subscriptions

From the interviews I think I have come up with some customer personas:

Busy Queen Bee
- Business/career driven woman, 25 y/o - 40 y/o, who works 40+ hours a week but always squeezes time in for her beauty routines.  Perhaps in the morning before work, during her lunch break, or after her daily workout.

The Diva
- Socialite mid-20 to mid-30 y/o woman that is too busy in her social life, that her salon time because "her" time and Bar 33's timing is perfect for her busy schedule.  She typically schedules after work, and on weekend afternoons because she is a late owl (not a morning person).

Occasional Sussie
- Loves Bar 33 but doesn't care to spend the exposable income on a routine.  However, this customer will use Bar 33 for special occasions and for an occasional quick pamper session.

JR Jane
- High school early college with parental exposable income who values beauty and the concepts behind the current trends.

The Par-tay
Bachelorette parties, birthday parties, wedding parties, mother & daughter duos.

Style Bar Beverly Hills - Quick and Dirty Interview and Internet Search

I was able to finally get through to Style Bar in Beverly Hills, CA, after several failed attempts. I pretended to be a potential customer who was planning on having all three services (hair, makeup, nails) for myself and three friends for my birthday. The woman on the phone sounded rushed so I had to be quick with my questions.

In the short time that I had, I was able to gather that the hair blowout and makeup application would take between 1 1/2 to 2 hours. She could not estimate a time for all three services because the nail lady was out. A quick, basic manicure would likely take about another half hour. When I asked if all four of the ladies in my "party" could have the services done at the same time, she said that she could fit us in "if" we booked on a weekday in the early afternoon.

The remaining information has been taken from the website. It's important to note that Yelp reviews of this place are terrible.

Style Bar Beverly Hills

The founders, who are sisters, created the concept because they felt they needed a quicker, more efficient way to get ready for weekend events. The Style Bar concept is a "beauty express bar" with all three services performed at once. The website claims that all three services can be performed within an hour but my phone call contradicted that.

Is this really a picture of a luxurious experience? Probably not....

Style Bar charges $33 for a blowout and an additional $10 if any heat tools are used in the service. They offer a significantly more extensive list of options and price points from $7 for a polish change to $500 for bridal hair and makeup. There are a few videos on the site that display the experience. It seems like a typical day would be too manic and it would not be an "in and out" type of service.

$123 for a haircut??!! $63 for "color"??? I don't know about this.