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Business evaluation and personal recOmmendations

Jenna Marie Beauty

Thank you so much for participating in our free business evaluation. Below is my evaluation as well as recommendations for each area of the business. I have also included an action plan of what goals and tasks you should be prioritizing based on your answers. ;)

Your Brand

Evaluation

Love your work and think that your brand is fabulous...especially being in business for such a short time!

Great job girl!

I think it's now time to take it to the next level!

Recommendations

I love that you are SO detailed as to who your ideal bride is.

I also think you have a good idea of what makes you unique but I would like to see you get more clear on that!

Your USP or Unique Selling Position should always be client focused. In your description, your USP was more about you. So, how can you turn this around and make it more focused on the bride?

I LOVE that you are all Hollywood pros and this is a great selling point but I wouldn't count on that to be your only selling point.

Your brand is all about the "Hollywood" or "Red Carpet" experience but what does this mean exactly? What about your work or how you deliver it makes it a "Red Carpet" experience? Is it the type of hair and makeup you do? Is it the specific products you use? Is it the way you uniquely delivery your services?

Think about this and then think of ways that you can articulate this to your potential clients.

Start by thinking about her style. You mentioned; timeless, effortless with a touch of glam. This is a great place to start but again...I also want you to think about how you can articulate what this also means in regards to a "Red Carpet" experience.

What are your very specific brides very specific needs and wants and how can you fulfill those needs better than anyone else? What are your very specific brides very specific concerns or problems and how can you address and solve them better than anyone else?

All of the "messages" on your website should be clear and concise and answer these questions.

Your goal in creating an effective brand is to have a potential client immediately (or very quickly) upon visiting your website understand who you are, what you represent and what you uniquely have to offer. You want your potential client's response to be "YES...they get me!"

Your Policies & Procedures

Evaluation

You have clear policies and procedures that your customers are well aware of which is great! This is going to prevent any miscommunications which could result in unhappy clients. The next step is to start to document all of your policies and procedures in a “company manual”. This doesn’t have to be anything fancy, a simple Google Doc is perfect.

Recommendations

I suggest that you create a Google or Word document and create a section for each area of your business; interest clients, booked clients, trial, wedding day, follow up, marketing, social media, etc. Start to document all of your policies and procedures. This is also where you will put all of your systems as you create them.

Having a company manual is going to allow you to not have to “reinvent the wheel” as your business grows. This will be the document that you use when you hire new stylists and staff. You can also use this document as your “go-to” for anything and everything that pertains to your business.

Your Systems

Evaluation

You rated pretty high for having your business fully systematized and automated and this is great but I do suspect that you may need to re-evaluate as your business grows.

Recommendations

A good rule of thumb is to ask yourself...would this system work if my business were to triple tomorrow?

For instance, because of the number of interested brides you are currently getting and the number of weddings you are booking, it may work for you to get back to everyone individually by email but if you suddenly had 100 inquiries coming in and were juggling 12 weddings a month, would this work?

You currently don't have a large team of stylists so going back and forth scheduling may not be an issue but that would certainly change if you had 10 stylists working for you and all doing their own weddings.

The NUMBER ONE issue that I help most of my clients deal with is "growing pains". They grew too fast and their systems couldn't keep up so they soon found themselves being completely overwhelmed and frustrated but they were too busy with weddings to create or implement new systems.

You are in the perfect position right now to create systems and automations that will support rapid growth!

Now is the time to build it and they will come!

Wix is actually the best platform I have found for creating systems, automating and scheduling. I love Wix so much that I am actually creating a video series on how to create systems and automate using Wix. I will for sure let you know when it is released!

Your Marketing

Evaluation

It is SO important to know how many unique visitors you get a month, how many of those visitors contact you for info and how many of those interested brides actually end up booking you.

Knowing this information is going to show you exactly where you need to be spending your time marketing your business.

Recommendations

The stages of marketing are Know-Like-Trust.

You obviously first need to get interested clients to know about you. This is indicated by your number of unique visitors to your website. If this number is low then you know that you need to focus more on getting more people to know about you. BTW...this is really easy to find out in your Wix analytics. Wix analytics can also show you exactly where people came to your site from which is also very valuable information.

The next step is to get clients to like you. This is done by connecting with them. This goes back to what I was talking about earlier with your branding and appealing to your ideal customer.

The final step and the one that gets interested clients to become booked clients is trust.

When a client is deciding whether they can trust you or not, they are really asking themselves…who do I trust ABOVE everyone else? This can be based on several factors and it is typically a combination of factors that your potential clients may not even be aware of but are subconsciously adding up to determine who they trust the most.

While there are different factors, the following are the most significant ways in which you can help to instill trust in your clients:

Personal Recommendation
When a potential client gets a personal recommendation from someone that they already know and trust, it automatically instills at least some trust in you. Your goal is to create a group of “cheerleaders” for your business. This is your unpaid sales force and can include past clients as well as other industry professionals. To create this unpaid sales force of cheerleaders, you should always be striving to go above and beyond. It is often the little things that people remember the most.

Reviews
People will first ask their friends and family for recommendations but when none are available, they will look to strangers by way of reviews and testimonials. Make sure that you have a strong system for acquiring reviews and testimonials from all of your clients and make sure to display those testimonials clearly on your website as well as throughout your marketing and social media.

USP
Your USP is your Unique Selling Position. What do you specifically do that is exactly what your ideal client is looking for? What specific problems do you solve that are exactly the problems that your ideal client has? Any time you can address and answer these problems in a clear and concise way to your ideal customers, the more trust you will instill in them.

Consistency
There is a saying in business “If you confuse them, you lose them.” In order to instill trust in your clients, you have to create and portray a consistent and cohesive brand.

Professionalism
How quickly do you get back to brides? Is your website and social media up to date? How easy and enjoyable is your customer’s experience? Are you punctual? Do you keep the focus on your client being careful not to move into the “friend zone” with them? All of these things can send a strong message as to whether a potential client can trust you to fulfill their needs and make their experience a good (or great) one.

Social Proof
This includes things like your social media presence, styled shoots, education, awards, accolades, media mentions and industry affiliations. All of these things show your position in the industry and help to instill trust. This is really what your USP is all about. You have immediate "social proof" because you have worked in Hollywood. While this is very impressive and does instill trust, I just want to make sure that you don't solely rely on this selling point.

You have done a great job so far but you may want to review these things and think about where else you could show these things on your website, social media, marketing and emails.

Finally, knowing your client acquisition rate is crucial. This is how many of your "interested" brides become "booked" brides. If this number is not as high as you like then this is an indication that you need to review and possibly update your interested bride system or "sales funnel".

Again, Wix is great for automating a sales funnel!

It sounds like you are getting most of your interested brides "organically" which means you don't pay to attract them. This is great but I would like to see you branch out and explore other marketing strategies and tactics as you continue to grow your business.

You also mentioned that you get brides through IG, which is great. My only suggestion would be to switch up your hashtags to see if you get different or better results. It is always a good idea to keep your hashtags very location specific and always tag locations in your posts.

I have created a free video with a few pointers for creating hashtags: https://www.haircomesthebridepro.com/free-business-videos/create-a-hashtag-list-that-sells.

This method has been very successful for many of my clients so you may want to test it out and see how it works for you!

Your Stylists & Staff

Evaluation

You don't seem to have any complaints about stylists which is great and rare!

Building a team can often be one of the hardest and most stressful parts of building and growing a business.

Giving up "control" and trusting someone with a business that you have put your heart and soul into can be very scary.

Recommendations

While you aren't having any issues with stylists right now except for availability, again...this will most likely change IF you don't have solid systems in place.

When you get to the point of wanting to rapidly grow your team, here are a few steps:

1) First, determine exactly what it is you need and are looking for in a stylist and write these things down. This includes not only their skills and level of expertise and availability but also the character traits that you are looking for to ensure that potential stylists fit into your company culture.

2) Create a solid hiring, training and managing system for your stylists. Start by having a page on your website that clearly articulates your requirements for working for your company. Once a stylists knows what is expected and involved in working with you, create an online application for them to fill out. Doing this is going to eliminate a lot of time and weed out any stylists who AREN'T able and/or willing to work within the parameters you set out, including their availability and pay.

3) Once you have determined exactly what it is that you are looking for and you have either a website or an email template to send to interested stylists, it is time to cast a wide net! Create a page on your website, post on social media, post on job boards, craigslist and Model Mayhem. ANYWHERE you can think that you may find a potential stylist. Makeup counters and beauty schools can also be a good source for potential stylists, especially if you have a good hiring and training system.

My final piece of advice when it comes to finding and hiring stylists is to remember that this is YOUR business and you are not going to be able to please everyone. That’s ok…if you are persistent and patient AND you have all of your policies, procedures and systems in place, you will eventually find stylists who are exactly what you are looking for!

Create your policies, procedure and systems in regards to your stylists and adopt the attitude of "This Is How We Do It Here." If a stylist isn't willing to work within your parameters then they are not the right stylist for you. Just make sure that these parameters are clearly articulated so that you can be sure that any potential stylists are on board BEFORE you hire them.

As far as finding stylists who are available, this can be difficult because you are working with 1099 contractors so you can't tell them that they can't work for themselves or someone else. What you can do, however, is require that anyone that wants to join your team must be available specific times and for a specific number of days each month.

This is going to be more difficult if you don't have a lot of work to offer them. The busier you are and the more weddings you can have available for them to work, the more you can require from them.

Until you get to the point of having enough weddings to require a commitment like this from your stylists, you may want to consider looking for as many stylists as you can to be "on call" stylists.

When we were still doing hair and makeup services, we had a crew of about 40 stylists who were our "team" stylists and who we were able to give consistent work to but we also had a list of about 50 other stylists who wanted to primarily do their own thing but who were available on occasion when we needed stylists to fill in the gaps.

Your Online Presence

Evaluation

You seem to be buried a little deep in Google Search BUT you came up pretty high on Google My Business which is great!

For local services Google My Business is actually more important to rank high on than Google Search!

This is most likely what accounts for brides finding you on Google.

Recommendations

I wouldn't worry too much about working on your SEO right now except, if you haven't already done so, you may want to take a few minutes and go through the Wix search optimization tool.

It only takes a few minutes and is very easy to do.

Your Dreams & Goals

Evaluation

I think your dreams and goals are absolutely doable!

You should be VERY proud of what you have created in such a short time!

Recommendations

Just continue what you are doing with growth in mind.

This is going to mean creating policies, procedures and systems that you can set and forget so that your time is freed up to pursue your other goals.

BTW...LOVE that you are doing the coaching. I do coaching as well outside of HCTB: https://www.aharmoniouslife.com/

The world needs more people who can help usher others into their greatness!!! xoxoxo

Your Frustrations

Evaluation

I'm happy to hear that you aren't dealing with too many unpleasant emotions regarding your business.

Again, this is something that MOST of my clients are dealing with and it is hard to be productive when you are struggling emotionally.

I don't think it's necessarily a "bad" thing to be unsatisfied because it keeps us excited and motivated to keep dreaming of and achieving new levels in our business and our lives.

Recommendations

Again, the fact that you have created something so fabulous in such a short amount of time really speaks to the type of person you are!

I have absolutely NO doubt that you will fulfill all of your hopes and dreams!

ACTION PLAN

A successful business contains a lot of moving parts and each part plays a role in the success of the other. In order to create a thriving business, it is important that you take a "holistic" approach meaning that you understand how all of these parts work together and you recognize that the business is ONLY as strong as the weakest part of the business. 

Because there are so many moving parts, it often becomes confusing and overwhelming to know "where to start" or which area to focus on first. Below are our recommendations as to what areas or goals you should be focused on first, second and third. 

Goal Number One

YOUR BRAND
I think you have done a fabulous job I would just like to see you get more clear on exactly what makes you unique and who your ideal bride is and find ways to clearly articulate this.

Refer to suggestions in "Brand" section.

Goal Number Two

YOUR WEBSITE
Once you have a more clear idea of how you can articulate your USP to your ideal bride, I think it would be a good idea to make a few tweaks on your website.

I mentioned before, that your verbiage should be client focused. You can still say all of the same things but think of ways to word things so that they show clearly what you bring to the table.

I know you have a seperate site for your editorial and red carpet work but the link is buried a little bit in your website.

Because you are all about the "Hollywood" experience, I would love to see you add a page to your wedding website that showcases some of your celebrity work as well as lists some of the TV shows, movies and magazines your work (and your stylists work) has been featured in. Your success in Hollywood is very impressive it so you should use it to establish "Social Proof" and instill trust in your brides.

Goal Number Three

SYSTEMS
Because I can see you growing very quickly, I would like for you to take a look at your current systems and try to get every area of your business systematized and automated for quick and easy growth.

You should have systems for every area of your business in which you do the same things over and over. These should include things like:
Interested Bride System (aka Sales Funnel)
Booked Bride System
Trial System
Wedding Day System
Follow Up System
Marketing System
Social Media System
Hiring System
Training System
Etc

To create systems, start by making a list of each of these areas. Once you have these areas written down, start to break down each task that is required to complete each process. For each of these tasks, ask yourself how you can best systematize it AND automate it where possible.

There is not necessarily a “right” or “wrong” way to create systems, it is whatever works best for you and may vary depending on which stage of business you are in. Some of the tools in which you can create systems include:
Checklists
Email Automations
Task Reminders
Google Calendar Reminders
Workflows
Templates

Again, Wix is an excellent platform for creating systems and automating!

PERSONAL RECOMMENDATIONS

You are awesome! I am so impressed by your work and you as a person!

I LOVE that you are all about love...I can feel that in everything you do!

If you would like for me to elaborate on any of my recommendations or you have any questions, I would love to set up a free 30 minute Business Strategy Session. If you are interested, you can book that online here: https://www.haircomesthebridepro.com/free-bridal-beauty-business-strategy-session.

Keep up the great work and I can't see where you take ALL of your business ventures in the next year and beyond!

xoxo
Gina

ADDITIONAL RESOURCES

If you need more help or guidance, click on a link below for more resources: 

If you would like more personalized guidance, you can book a FREE 30 minute business strategy session to discuss your business goals in more detail!

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