Esthetician Business Plan Template [Updated 2024]

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VI. Marketing Plan


You can download our Business Plan Template (including a full, customizable financial model) to your computer here.
[Company Name] seeks to position itself as a respectable, upper-middle-market competitor in the esthetician market. Customers can expect to receive professional skin care from a familiar esthetician for a price somewhere between discount chains and luxury establishments.

The [Company Name] Brand

The [Company Name] brand will focus on the Company’s unique value proposition:

  • Convenient location
  • Significant personal attention
  • Moderate price point
  • Comfortable, customer-focused environment

Promotions Strategy

[Company Name] expects its target market to be individuals living within a 10-mile radius of its location. [The Company’s] promotions strategy to reach these individuals includes:

Website/SEO
[Company Name] will develop a professional website that showcases pictures of the spa and the products/services we provide. It will also invest in SEO so that the company’s website will appear at the top of search engine results.

Social Media
[Founder’s Name] will create the company’s social media accounts and invest in ads on all social media platforms. The company will use targeted marketing to appeal to our target demographics.

Publications
[Company Name] will announce its launch several weeks in advance through publicity pieces in multiple newspapers and relevant publications. Regular advertisements will run to maintain exposure to relevant markets.

Customer Loyalty Programs
[Company Name] will create a winning customer loyalty program to keep its best clients coming back again and again. Long-term customers will have the opportunity to participate in the loyalty program, and referrals will be rewarded as well.

Direct Mail
[Company Name] will blanket neighborhoods surrounding its locations with direct mail pieces. These pieces will provide general information on [Company Name], offer discounts and/or provide other inducements for people to visit the spa.

Community Events/Organizations
[Company Name] will promote itself by distributing marketing materials and participating in local community events, such as school fairs, local festivals, homeowner associations, or sporting events. Since mothers are often heavily involved in such things, we will not only reach the lucrative audience of adult women but also potentially their families by extension.

Pricing Strategy

[Company Name]’s pricing will be moderate, so customers feel they receive great value when patronizing the spa. Customers can expect to receive quality skin care for a more affordable price than what they pay at an ultra-premium salon or spa.

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