#1 The Right Franchise
Solartan offers medium to large clean upscale tanning salons with and emphasis on customer service. Solartan uses an electronic billing pricing system with upgrade options as well as fine care skin products. Required hours operation are 9am to 9pm with extended hours in the busy seasons.
Solartan's are most profitable when the franchisee is involved in the day to day operations of the business. The right franchise must be able to work with the public and have the ability to sell the services and products we offer in addition to motivate employees to sell our services and products. Whether actually working on the schedule or just peaking in day to day with lots of communications your store needs attention. There must be strong, consistent, responsive, and clear leadership every day.
The Solartan operator has to be the ultimate expert on the store operations and procedures. Employees will turnover and training from the operator is a must. Successful Solartan operators will beat the streets with marketing material to get the word out not only when you first open but as a consistent marketing plan. Commitment and dedication is what it takes to be successful with our concept or any other! A relentless desire to be the best you can be and being able to portray that to your employees will maximize your profits and impair your competition. Owning a Solatan just like any business, takes hard work with passion for the business and an unparalleled desire for excellence every single day.
The Right Location
The correct location is imperative to the success of a new Solartan. Solartan will run a detailed demographics report as well as create a competition analysis on at least three possible locations prior to opening a new store. The target audience is female 18-40 years old, and of middle to upper class. However, the male tanning population and the over 40 population continues to grow, especially with the introduction into the sunless tanning market. Solartan must be in a high residential tanning or high office complex area, as studies show how people tend to tan by where they work or live. Daily traffic count is important as well as public access to your store.
Entering a market where weaker competition exists and with the correct demographics has proven to be some of the most successful Solartan's to date. A strip mall with a large anchor such as a grocery store or gym is a must. Other businesses such as hair salons, bridal shops, nail techs, and other complementary businesses can bring the target demographic in range of your store.
Given that most tanning salons do not have large advertising budgets, marketing dollars are somewhat limited. However, marketing and it's consistency is a vital key in the success of a tanning salon. Tanning can be related to the fitness industry as people constantly need to be reminded to tan. We have found that word of mouth is the marketing a tanning salon can practice. Therefore, the condition of your store, along with sound management and operations will be heard in the community and serves as a very good marketing tool. Marketing is the key to increasing tanning sessions, new customers, and in turn sales and profits.
Over the years we have developed a detailed and disciplined marketing program to constantly keep our tanning message in front of our existing customers and at the same time prospecting for new customers.