There are a lot of nuances, and any information obtained during such research plays a big role in understanding the whole organizational picture and in what direction it is necessary to move.
Generally, niche is a market with high consumer activity, so if you organize the service correctly, the demand will not be long in coming. It is necessary to gain some advantage from the very beginning, which would allow to remain steadily in a competitive environment. It’s about some kind of «fichek, zest». It should be noted that when studying competitors, it is important not to «copy» them.
Of course, at the very beginning it is necessary to study the sphere in which activity is planned. First of all, you need to evaluate the activities of competitors. The most effective means is «consumer research». How does this happen? It is possible, in the guise of buyers, to come to the salons of competitors and study them: analyze what the range of goods and services is offered, what range of prices are requested, what product is always available, and what comes only when ordering, how the premises are equipped, how information is advertised and reported to the potential client and so on.
We allow our customers to be photographed in dresses, despite the fact that most shops do not allow this. We are not afraid that a customer with these photos can go to another showroom and find a similar dress for a smaller amount. We make sure that our clients do not have such a desire.
Target audience in this area are girls from 20 to 30 years. In order to establish a dialogue with his client, according to experts, it is necessary to know his real request, that is, to rise, in a sense, in his place.
For a young girl – a future bride, who first wears a wedding dress in the salon, everything that happens is, as a rule, a great impression. We try to strengthen this impression with a good service and a pleasant, comfortable environment. Thus, we are remembered by our clients, associated with something pleasant, festive, like the photos they make in beautiful dresses and which they show to their relatives and friends.
An important psychological moment is the fact that many clients apply for services, coming with «support»: girlfriends, parents and so on. Their opinion of the «bride» is taken into account, so it is also important to pay attention to them, leaving a good opinion of themselves. Comfortable conditions of stay, tea, coffee and so on.
Xenia Radugina, general director of the wedding salon «ALEXANDRIAYA»
In Kazan, many salons tend to sell, imposing on the client something that is not always profitable for him. We try to prove ourselves sooner, paying much attention to the client’s needs, we do not deceive, give honest recommendations, even if they do not play plus our sales. We help in the selection of not only dresses, but also in creating a holistic image: hairstyle, makeup, accessories and so on. Even after the consultation, we keep in touch with our customers. They bring to us their friends, relatives, all of us recommend.
Investment size
The main point of investment in this area is the goods. Approximately 400 thousand rubles are needed for the purchase of goods. The second most important item in the item of expenditure is the interior design and decoration of the room. It is necessary to pledge an amount of about 100 thousand rubles. This includes renting a room, and the necessary furniture: cabinets, sofas, mirrors, construction fitting rooms and so on.
The whole budget was collected by personal savings. There was no need to appeal to the funds and take loans. In general, goods can be borrowed in installments, this greatly simplifies the start.
As you know, the advertising strategy should be based on the target audience. The target audience of this niche is an active Internet user, so the most effective channel for promotion, according to experts, is advertising in social networks.
We were advertised on paid themed sites, in magazines. We were placed there in the leading positions, but it did not bear fruit. Also, advertising on the radio was an expensive way, but completely useless.
If at the initial stage to invest in the promotion of the site, then you can only maintain the name and status in social networks. Direct-advertising per week can cost about 1 thousand rubles. Accommodation in Yandex-services for today is free of charge.
Step-by-step instruction
Who do you have to interact with? The main cooperation is tied with the manufacturers of dresses and atelier. For promotion it is important to find partners among photo studios that can invite to various sites where you can find potential customers.
The main employee of the company is a sales manager, he is also a consultant. His duties include dialogue with the client from the very beginning to the end. The main selection criteria are:
- Pleasant presentable appearance;
- Ability to speak competently;
- Mindfulness.
The consultant should be the «master» and the leader in the salon, since many clients – young brides – do not always know what they want and they need to be led. The consultant should be a psychologist, should be able to make a compliment in time, should know what to offer, must understand the options for styles, types of fabrics, textures, the features of a particular model.
In the organization of the wedding salon, taking into account the high competition to stimulate demand and encourage people to consult your services, experts recommend developing a system of incentives, promotions and bonuses. Since the wedding is a very costly exercise, every discount will be a weighty argument in your favor.
At us at purchase of a wedding dress the bride is offered on a choice three gifts from assortment: a veil, bijouterie, a garter, a folder for the certificate on marriage, glasses, a pincushion for rings and so on. Even in the gift package we have shortening and fitting the dresses to the figure.
Also in winter, as a bonus, you can offer a free rent of a fur coat for a bride or decorations for a car. Such a «chip» will be a profitable difference from competitive salons, as it will represent a good savings for customers.
A place
At the initial stage, until the company has become a sounding brand that will attract customers, it is necessary to choose the right location. The main criterion here is accessibility.
It happens that many wedding salons are on the same «patch.» Placing in such a place will provide for patency, but it is necessary to have a significant advantage.
It is better to find a place in the center of the city. But here an important nuance is parking. This factor should also be taken into account. We pay parking for our customers. 100 rubles for parking for us a bit, but the client is pleased.
For the wedding room to be an important attribute is the interior design. It is necessary with the help of design to create a holiday atmosphere, to which the clients of the wedding salon are prepared. This is the best way to get the bride’s location. Another important element is the illumination: the better the light, the brighter the «crystals» and the crystals of the dresses shine.
In addition to the product range and fitting rooms, it is necessary to equip the rooms with visitor’s sofas, a cooler with water and a reception desk for maintenance. The presence of sweets to «support» the bride will brighten up the expectation.
Over time, with a steady stream of customers, there is a need to expand the space, increasing the number of fitting rooms, as sometimes it is necessary to serve several clients in parallel, each of which can try on up to 30 orders.
At first, we had one fitting room with an area of about 40 sq / m, and now two fitting rooms, and the area has increased to 80 sq / m.
Special requirements for the premises are not required. Findings from the fire inspection in the general order are received by the lessors.
Documentation
To organize a wedding salon you need to get and prepare the documents necessary for the registration of a legal entity. For this area it is enough to design an IP with a simplified taxation system. For wedding dresses it is necessary to have certificates of conformity of fabrics to standards and requirements. Certificates from manufacturers – this is the main document that certifies the suitability of the material for making garments. Otherwise, there is a possibility that the tissues can be harmful.
Check-list of opening
- Register the FE;
- To study competitors;
- Request prices from manufacturers;
- Negotiate with suppliers;
- Create a website and pages in social networks;
- Launch the advertisement;
- Find a room;
- Agree on parking;
- Purchase furniture;
- To issue a room;
- Make fitting rooms;
- Pick up staff;
- Provide briefing;
- Organize the opening and work of employees (starting a business);
- Establish feedback from customers.
Is it profitable to open
Given the small costs and the right organization, we just need to make a mark-up of 100%. This mark-up also takes into account the planned discount. Some of our competitors make a mark-up in 200 and 300%. We win at prices.
Due to the pronounced seasonality of the direction, the payback period can vary from two months to six months. Exit to the «point zero» in the season can take about three months. Much depends on when the business is launched.
In order to keep afloat during the off-season, it is necessary to diversify the range of services provided. If the season of weddings ends, the season of winter holidays begins. Here, the celebration of the new year comes to the forefront, as well as the holding of the final corporate banquets, for which it is possible to provide various evening dresses, costumes and interior elements.
In order to increase profits, we offer new services. For example, recently we started to make accessories ourselves and deal with design.
If you organize and run a business process and track its changes, then finding your client will not be difficult.
We focus on trust. Our clients trust us and this is the key to our success.
