It may be winter now, but spring is just around the corner. Now is a great time for the solo practitioner to revisit their spa menu. One of the most frustrating aspects of starting a solo practice is often the creation of the spa menu. Many solopreneurs simply do not know where to start.

FINDING THE PERFECT FIT

As with many things, it is best to begin with the end in mind. The end in this case is the business’s ideal client. A business’s ideal client is exactly that, the very best-case scenario patron for that specific business. They will often find the business, but the solopreneur finding the ideal client is even better. Once identified, the solopreneur is empowered to direct all marketing to that client profile to maximize their business’s efficiency, profitability, client experience, and business owner satisfaction.

In the absence of an ideal client profile, the business owner can think about their list of current clients, considering any commonalities shared by members in the group. By thinking of the concerns the business addresses for those clients, the business owner can speak to those solutions in marketing efforts moving forward. For new businesses, this is a bit of an abstract exercise, but it is an important one. This profile is important and will likely change over time as the business evolves. Regardless of how many iterations the ideal client model goes through during a business’s life, ensuring the business is talking to the right people, no matter the media form, is vital.The business is most profitable with these specific clients, so branding the business as one the ideal client wants to identify with gives the business the best opportunity for increased profitability.

Nichelle Mosley’s passion for aesthetics was born out of a desire to help others after failing to find help for her own acne as a young adult. Licensed in 2015, she has worked in clinics, plastic surgery practices, dermatologists’ offices, and with family practitioners. She then opened her own clinic in 2017, Queen City Beauty Group + Wellness. She focuses on integrative aesthetics and holistic solutions to clients’ skin concerns. As a member of the International Association for Applied Corneotherapy, Mosley seeks whole-person solutions, while delivering results for clients. She is also the 2019 Skin Games Age Management Champion and 2018 Skin Games Acne Finalist.