Massage Business Plan
This project is my process of creating a business plan with an accompanying marketing plan. These plans will be for a single practitioner massage therapy practice. In order to create these plans, I will be researching the required paperwork, business practices, and social media marketing among other things. After my initial research, I will write each of the plans. The final step will be seeking feedback from other small business owners and massage therapists, leaving me with revised, rewritten plans ready to be implemented.
Project Highlights
Logo
July 25, 2018. Here it is! I think it is simple, sophisticated, elegant, and approachable. Honestly, I don’t think there is a single thing I would change. I really do love it, and Jonah really likes it too.
This is the pretty-much-official logo for The Moment: A Massage Boutique.
This slide-show lays out the evolution of the logo starting with my favorite sketch and concluding with the final version that I decided on.
Target Market Profile
June 21, 2018. My target market profile is polished and complete. I went over the entire thing with Jonah to have a fresh set of eyes make sure everything looked good. He thinks that the profile is thorough and ready for action. In some of my research today, I read that for a customer profile to be truly effective it needs to be backed up with research. At the moment all I have is anecdotes and personal experience. I don’t want to go overboard because it’s not like I am trying to become Apple, but I want to make sure that I am on the right track.
Hover over the categories to find out about my target market.
Demographics
Demographics
White, female, 20 to 35, has discretionary income, employed, Salt Lake county
Unmet Needs
Unmet Needs
My target market manages their stress just enough not to overflow. Stress relief may feel elusive, and the underlying tension is building up. That release never gets addressed, just managed in small spurts.
Why Massage
Why Massage
They want to pamper themselves. Also, they want an escape; they want to relax and not have to worry about anything. Also, it feels good.
Where They Are
Where They Are
They are at work because many of them are working professionals. They are also online (Instagram, Facebook, Pinterest, working, shopping).
Physical, Emotional, and Personal Needs
Physical, Emotional, and Personal Needs
Physical: These women are generally under a lot of stress, and that stress manifests in the body. They are likely to have involuntary muscle strain, shortened breathing, headaches, and fatigue. Their main goals are to release the pent-up tension (specifically around chest, neck, and head) and soothe any muscle pains they have.
Emotional: They have restlessness, anxiety, irritability, feeling overwhelmed, less motivation, and sadness/depression. They want to feel in control and calm. They want some time to get away from it all and get their headspace back under control.
Personal: This demographic has placed an increased priority on self-care. They recognize the need to maintain themselves, and they want to perform at their best. It’s hard to have it all and do it all, but these women will try.
The Name
July 5, 2018. It is time to come up with a business name. I went back to some notes I took about coming up with brand names. With those notes guiding the way, I spent today brainstorming and revising my ideas. I have narrowed it down to one I really like, and I’ll how it sticks. The Moment: a Massage Boutique.
Press Release
The Moment coming to Murray
Relaxation en route
September 21, 2018
Murray, UT. Cassidy Hadlock, massage therapist turned entrepreneur, is scouting out the perfect Murray location to open The Moment: a massage boutique. This new massage studio’s grand opening is set in a few months, and aims to be a haven for all things relaxation.
After receiving her massage therapy license a year ago, Cassidy found her passion. Few people give adequate time to themselves, and Cassidy wants to change that. The Moment is a massage studio made after months of research, planning, and fine-tuning. It will combine the ease of lying in bed with the peacefulness of meditative yoga, creating moments of stillness for clients that come through its doors.
Cassidy’s mission is to serve clients who are looking for a quiet moment in their busy lives. They will enjoy custom massage that is targeted for their particular stressors. Cassidy spent the last year working for Elements Massage in Cottonwood Heights, learning about the industry and developing her interpersonal skills as a massage therapist. She will be the owner, manager, therapist, and customer sales representative rolled into one. She is so excited to work with the wonderful people of Murray.###
September 24, 2018
Final Reflection
I am so incredibly proud of myself. When I first had the idea to write a business plan, I really had no idea what a task I set up for myself. I didn't know what I was doing, and the learning curve was rough. I love to learn; this hands-on, learning-by-doing method was difficult but taught me so much. I had to analyze a market, design a graphic, come up with a brand name, create an excel spreadsheet, tap into an under-met need, and come up with a marketing plan. I see why most businesses divide this work between lots of people. It is hard. My business is relatively simple, and it was hard.
I included these other reflections (quotes from my journal) because they show a moment of weakness, a moment a strength, and a moment of honest editing. I am new to the realm of entrepreneurship, and I have a lot to learn. I was able to recognize that a bad first try doesn't mean I can't make it better. This is the most valuable realization I had while struggling through this project. These and other notes from my project journal sum up all the skills I introduced, developed, and hit a brick wall with. While my plans for The Moment are on hold for some other endeavors, I am so glad I did it. I wrote a business plan.