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.