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THE SEVEN FIGURE SPA

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THE SEVEN FIGURE SPA HOW TO POSITION YOUR SPA AS THE TRUE LEADER IN YOUR AREA, GENERATE A PREDICTABLE AND STEADY STREAM OF NEW AND RETURN CLIENTS AND LEVERAGE YOUR SKILLS WITHOUT TRADING TIME FOR MONEY Here’s the reality: You don’t need to be multi-millionaire to have a great life. But.. If you want control over your time, energy and impact you need one thing: A predictable, scalable spa business. Because that gives you the one thing that motivates every human on earth...

CHOICE

There’s a famous business cliche: “You must work ON your business, rather than IN it” While it has an element of truth in it, it’s too simplistic for most of us. Spa owners love to make people feel good, they love to create experiences that people enjoy, and they are fiercely proud when they do so. Sometimes you want to roll your sleeves up and get into creating those client experiences yourself because you know your staff will never make the client feel as good as you are able to. Sound like you? But when you do this you also find it saps the energy from you and creates a desperate need to be able to get away from the coal face. It’s all about how you choose to spend your time and energy. This guide will show you how to build a spa business that gives you that choice.

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WHY ARE WE TELLING YOU THIS? After 4 years of being a spa owner we’ve successfully taken our own spa business from being a tiny loss making small business with 1 and a half staff to a highly profitable 2 million dollar spa on auto pilot that has afforded us a financial freedom we only dreamed of. But it wasn’t always like this. You see, 4 years ago we purchased our spa from a owner who couldn’t wait to get out of the industry. She had enough and was burnt out. On one of the days in our first week after taking over, the phone didn’t ring and no clients came in we didn’t bring in a single dollar.! Our first client that week booked in using a groupon deal worth just $49. In that first week we turned over exactly $678.90. When we tried to build our spa business we listened to all the advice out there from salon experts to ‘dedicated’ spa marketing companies. All we ended up with was a confusing spaghetti of different types of clients and a laundry list of services. It was hard to tell where the spa ended and life began.

‘a calendar full of clients and a daily waitlist just desperate to jump in’

Today, we live on the beach on Adelaide and wake up every morning knowing our team is already working with a calendar full of clients who love us and a daily waitlist of clients desperately wanting to jump in if someone can’t make it. We can travel for weeks and weeks without the fear of the spa missing a step in fact last year we spent 6 weeks on safari in Africa and in a few short weeks we are heading to Tuscany in Italy for 5

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We don’t tell you this to boast. We want to show you there’s a better way to deploy your talents, deliver more value to your clients and stop trading you’re time for money. How were we able to do this? We made three transformations:

1.

First, we ignored the ‘old way’ of doing things - making discounted offers, having a huge list of services, spending money on newspaper ads - and we adopted a new way. A system that attracts and retains clients in a predictable, scalable way. A method of working with our team that keeps them absolutely dedicated to the spa, motivates them and makes them truly happy. Most businesses depend on one strategy. Hope - hope the phone rings, hope they get a referral, hope the client re books. Sometimes it works but most of the time they can serve many more clients and are leaving money on the table.

2.

Second, we positioned ourselves as the absolute leader in our city. Clients prefer to deal with market leaders. They will pay more. They will refer more. We built a ‘Spa Success Architecture’ that positions us as the default choice. When someone is offered the chance to book in or work for us they jump at the opportunity.

Third, and most importantly, we productised our spa and our knowledge.

3.

Most spa owners change their approach to every client. They re-invent the wheel every time they deliver and as they acquire more customers they grow but they just get…busier. Time is the only truly scarce thing in life. Your clients want results. Designing a product and experience that leverages your knowledge and expertise while giving your client the result they desire removes the glass ceiling on growth. By productising the spa we deliver the result to each of my clients without more of ‘us’.

Do you recognise the scenarios above?

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The world is changing and the old methods of doing things are going the way of the dinosaurs. A new breed of spa owner is emerging and is taking your clients and eating your lunch.

And if you keep trading time for money you will burn out without truly reaching your potential. However, if you want to position your spa as the market leader and default choice in your market, install predictability into your business and stop trading time for money this guide is for you. � NOT AT SIX FIGURES YET? If you’re spa is not yet generating you an income of over $150k per year these aren’t problems that you must solve (yet). If you’re seeing some results and getting clients but not yet at that level then you will get the most value from watching this free training where we show you the 3 transformations you can take right now to get to a seven figure plus business quickly.

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WHO DO YOU NEED TO BE TO BECOME A SEVEN FIGURE SPA OWNER. This is the dirty little secret. You have goals. You have dreams. Aspirations. The raw ingredients are there you just need to upgrade your immediate actions. This requires some breaking of conditioning. From a young age we’re conditioned that hard work is noble. Society admires the grinders and the triers. The ones who never give up.

‘the truth is you have to give up many things to reach your true potential. ’

But the truth is you have to give up many things to reach your true potential. Thankfully they’re things you probably don’t enjoy. Spa Owner’s nurture. It’s ingrained within us. We love to make people feel special. Give them an experience. We give ourselves.

We put ourselves at the centre of everything. While this gives us control it also makes us the bottleneck. The biggest asset, while simultaneously being the biggest liability. After creating two businesses that surpassed the $1 million mark we had to learn how to let go. Build systems and teams that did the heavy lifting. While it was hard to let go, the grass is greener on the other side. Having a profitable, 7-figure spa has given us more time, freedom, fulfilment and happiness than any other point in our lives. Our 7-figure spa allows us to truly do what we want in life and paradoxically the less ‘work’ we do the bigger impact we have.

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THE THREE PHASES OF BUSINESS After growing two seven figure businesses and helping hundreds of other business grow we’ve come to realise there are three key phases. What you focus on in each one is the difference between thriving and surviving. In Phase One you’re just starting out and have got your first few clients. They often come from friends or family contacts. You’re riding solo and it’s just you and your cat (or dog). You say yes to every opportunity as you just want to get going. Your focus in Phase One should be fitting your product to the market. Validating you have something that people actually want and will pay for. All the marketing in the world can’t overcome a poor product and experience. Nailing that means you’ve got something to grow. In Phase Two you are making $10k-$20k a month in revenue with occasional spikes higher and lower. You serve a general market and say yes to every opportunity but there are themes emerging of clients you deliver outsized results for and love to work with. Your new clients come from word of mouth and there is no predictability of where the next one will come from. You’re no longer riding solo and have a small team of staff, some or all on a part time basis. But turnover of staff is a constant issue. It never feels like there’s enough hours in the day and you cant see how you can take on more clients and grow without burning out.

In Phase Three Everything Changes. Consistent $100k+ months There’s a predictable and steady stream of new and return clients You market leader positioning attracting premium pricing and the right type of clients Systems and team rather than burn out and grind. If you’re in Phase Two and ready to move to Phase Three there are three key transformations you need to make. But first you need to

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YOUR UNFAIR ADVANTAGE Let’s get something out of the way: Life isn’t ‘fair’.

We like Oliver Pemberton’s 3 truths of fairness.

#1. Life is a competition #2. You’re judged by what you do, not what you think #3. Our idea of fairness is self interest Many spa owners spend a decent portion of their time looking at the competition. Scrutinising, judging, comparing. The thing is: they aren’t you. You have a unique combination of experience, skills, world view, resources and ideas. We don’t want to say you’re a special little snowflake but you are truly one in a million. Rather than looking at what others are doing you need to carve out your own place. Deploy that unfair advantage that no one can replicate, copy and steal. AND if they do copy you they will give power back to you as you will always be the source. You do this by understanding your Three E’s.

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A SHORT EXERCISE Take a piece of paper and divide it into three columns. At the top of each one write.

Energy, Experience, Earnings.

These are the Three E’s. When these elements interact something powerful happens. They are compound leverage points. Getting them right means they thrive and feed off each other. Here are the questions you need to ask for each one:

ENERGY: Which clients and relationships energise you? The ones you look forward to. What work puts you into flow and makes time seem to disappear? Describe these scenarios

EXPERIENCE: When have you delivered an amazing experience that you loved and the person raved about? How was this delivered in? eg in spa treatment, out of spa, both, What do you need to deliver an AMAZING result to a client?

EARNINGS: How much monthly profit do you need to move beyond scarcity and cover your basic needs? How much monthly profit do you need to have an operating surplus and cash to inject for growth? What is your next major investment you must make in yourself? eg new house, dream holiday Find some space and take your time. When you have laid out your leverage points you have something powerful. Not only have you uncovered your unique abilities you have framed your path to get there. Nothing on your page is impossible. In fact it’s probable if you invest the time and energy to get there. Next we show you the Three pillars that you must have to get there as fast as possible.

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THE 3 PILLARS OF THE SEVEN FIGURE SPA

PILLAR #1 POSITION YOUR SPA AS THE TRUE LEADER IN YOUR MARKET Every market has become crowded and noisy. Barriers to entry have dropped precipitously with the criteria in many locations simply Being renting a space, creating a Facebook profile and occasionally a small piece of paper hanging on a wall. The problem is everyone is making a very simple mistake. Everyone is talking about what they DO. It’s not your fault. This how society has decided to organise and sort people. It’s the BBQ conversation; The second or third question you get asked by someone you’ve just met at a BBQ is: What Do You Do? The strange thing is that they aren’t really asking that. Humans are self-interested creatures. We are all looking to gain benefit and status wherever we can. What people are really asking is: Are You Useful To Me? What Can You Give Me?

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Your answer categorises you into useful now, useful later or not useful at all. If they’ve had a stressful week then saying you own a spa is useful to them right now. Meeting someone who needs what you do at the same time is pure luck.

Businesses aren’t built on pure luck. So how do you shift your positioning so you immediately stand out to everyone? This is one of the most transformational shifts you can make right now. You shift your description from what you DO to what they GET. There’s Three Levels. What you DO: This is where 95% of the market lives. You DO spa and beauty treatments. The first shift is adding what the market GETS to what you DO. Approximately 4% of the market sit here. You; help people relax, improve people’s skin, give people a place a escape, help stressed executives. The next level up is blue ocean. The 1%ers They drop the thing they DO and speak exclusively about what the market GETS. You, improve people’s lives by making them feel twice as better about themselves, calm people’s nervous energy in less than 30 minutes, help people sleep deeper for 30 minutes longer in less than 3 minutes. When you combine this shift in how you describe yourself and your spa with your unique energy and experience, true magic happens. You might be thinking; there’s nothing special about me or my spa. We’ve found that every single person and every spa business has a unique set of characteristics that can be powerfully represented to the market.

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PILLAR #2 GENERATE A PREDICTABLE STREAM OF NEW AND RETURN CLIENTS There are a lot of challenges you must solve on your way to 7-figures. But you won’t experience the later problems until you fix this major one: not having enough client bookings. Most professionals are on the Six-Figure Hamster Wheel because they don’t have an automated way to generate new and return clients. They use referrals and networking (sometimes even cold calling) and only grow from hustle. Those things work and will give you clients but they are neither predictable or enjoyable. The problem is if you don’t have automated lead generation, it’s so difficult to grow because you don’t have the #1 thing required in all successful spa’s. Predictability. OUTBOUND VS INBOUND Outbound, or interruption, client generation, refers to the scenario where you send a message, or messages, directly to your prospective clients. It is you, not your prospective clients, that determines the type and timing of each interaction, hence the term interruption. Outbound client generation is the older, therefore more traditional, marketing strategy and is considered by some to be outdated and ineffective. Some of the tools synonymous with outbound client generation, such as email, have indeed had their image tarnished by abuse. We don’t enjoy being chased by others so why would we chase prospects in our spa business.

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Don’t get us wrong. Outbound works But it is neither efficient, predictable or enjoyable, which are not criteria for a sustainable business habit. What is inbound client generation? Inbound is the reverse of outbound. Instead of reaching out to prospects, you lay out a trail of information and incentives (content) that your prospects can follow in towards your spa. It is the individual client who chooses the type and timing of the interaction. Inbound works because it reflects the way in which we have all evolved to tune out sales and marketing efforts, preferring to research products, services and solutions ourselves before taking the first step in buying. Inbound leverages the power of digital to put prospects in contact with your content. It walks them through a hierarchical series of interactions that invites prospects to take the next step when their ready. Most importantly it does it in an automated way. You are now open 24/7/365.

CONFIDENCE FROM PREDICTABILITY Three numbers matter in successful spa’s and acquiring high value new and return clients.

• COST PER NEW POTENTIAL CLIENT - How much do you need to invest to get permission to communicate with someone who may become a client in the future? For example capture their email address • COST PER RETURN CLIENT - How much do you need to invest to have a client book a return appointment.

When you develop an inbound marketing system these numbers a revealed. Often down to the dollar and the day. We can attest to the confidence that comes from waking up on a Monday morning with 250+ high value booked appointments in your calendar for the week. There is no anxiety about where the next client is going to come from. Having control and predictability over your calendar changes everything.

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PILLAR #3 LEVERAGE YOUR SKILLS AND STOP TRADING TIME FOR MONEY There are 3 types of business personality; The Technician, The Manager and The Spa Entrepreneur. You “can” be all three; however, each role has its own description and responsibilities. Based on your personality, you’ll typically only be attracted to 2 of the 3 roles. We won’t go into details on the specific roles today, but know... If you build a spa that’s solely dependent on you, your time, and your energy...at some point, you won’t be able to scale and you will NOT grow. What’s worse is that you’ll end up loathing what you once loved. If you are the business, you don’t have a business. Thankfully there’s something that we often miss but requires admitting to a sometimes painful truth. Our clients don’t want ‘us’. They want the result that ‘we’ can give them. Many spa owners give themselves over to the service of the client. Subscribing to ‘the client is always right’ philosophy means they respond to whatever their needs are whenever they need them. This often means a large portion of client service is spent responding to emails and saying the same thing multiple ways, spending so much time before and after treatments with clients who are only paying for an hour of actual time. We were the same. We were busy for 10-12 hours a day but had essentially only booked our 5 hours of productive work in treatments.

It all changed when we built leverage into our spa. Essentially we productised ourselves, our knowledge and built resources that gave clients and our team a clear picture of where they were not, exactly what they needed to do next and clear expectations about the outcome. Leveraging the right amount of technology, connectivity, community and human support has an exponential effect. Our spa business reduced the number of services offered from 45 to 10. We reduced our unproductive time by 30% and increased profitability 600%.. The increase in community stance has been incredible. People look up to us in ways that we could never have imagined and we have been sought out for very high profile mentoring roles within professional sporting teams.

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SCALE THROUGH LEVERAGE In most businesses people are the bottleneck. New clients book in and you get to work on delivering. Your time is so heavily in demand that when your team comes knocking with requests there is no capacity to give, long hours and short tempers ensue. When a business moves to a leveraged model there are no constraints on your time. Each team member or system can support multiple clients. The experience for the spa and the client is predictable and most importantly scalable. The revenue and energy roller coaster is eliminated. WHAT TO DO NEXT? At this point in the guide, your head is probably spinning. My suggestion is to take your Three E’s and really ask yourself whether you’re operating where you should be. From there ensure that you are focusing on the most important changes inside of your business. 7-figures isn’t difficult, but no one said it was easy. If you’re in the 6-figures range of revenue, and you want to get to 7-figures, the fastest way to do that is to have the help of those who have done it before. We want to ensure you know the step-by-step process in order to properly implement this so it’s the RIGHT time and RIGHT place. You Might Be Thinking: What would it be like to have that 7-figure business right now, with all of these problems solved?

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But let’s step back to reality for a moment, and address the elephant in the room: none of this is possible if you don’t take the first step: fixing your client generation problem. We’ve successfully built two multi-million dollar businesses and we did it by using this framework method. This Architecture is how you get the right message to the right client at the right time, and then step by step build a framework to support your team in delivering the experience you know your clients crave. You make sure they actually fall in love with you, your spa and your message. It’s also the method to be everywhere in front of your chosen market and be constantly top of mind. When you implement it, you become the default choice in the eyes of your audience. It’s the fastest way we know to stop playing small and level up your business. HOW WE CAN HELP: If you’re at around $10 - $50k per month and have your sights on a real 7 figure spa we can help. We fix your new and return client generation problems within 90 days so you can begin and scale to 7-figures. Remember, of the 3 pillars of business, if you don’t have a flood of new and return clients...well, none of the others are really problematic if no one is paying you. There really is only one kind of spa owner we mentor in this program: Spa owners who find they have hit a roadblock in the growth of their spa, where they feel that it holds them hostage to working more hours and feeling drained. They are looking for the next step in their business and want to pivot to a leveraged model using the skills and expertise they’ve built up to be the default choice in their market and to dramatically scale past $50k/month.

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They want to achieve a financial freedom where their spa delivers to them instead of the other way around. You don’t need another program or mentor who gives you the information and lets you figure it out on your own. This is 1-to-1 mentorship from people who have done it, a hand picked coach to guide you and keep you accountable and access to the exact strategies and steps. The reality is, if you’re at $10-$50k already you’re not far away from a true seven figure spa. So if you want those kind of results and feel you could benefit from our mentorship then book a call to see if we are a fit. We’re only working with 50 spa’s across the globe this year. Will you be one of them? BOOK A CALL HERE TO SEE IF TEMPLE ACADEMY IS RIGHT FOR YOUR BUSINESS

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The Seven Figure Spa  

HOW TO POSITION YOUR SPA AS THE TRUE LEADER IN YOUR AREA, GENERATE A PREDICTABLE AND STEADY STREAM OF NEW AND RETURN CLIENTS AND LEVERAGE YO...

The Seven Figure Spa  

HOW TO POSITION YOUR SPA AS THE TRUE LEADER IN YOUR AREA, GENERATE A PREDICTABLE AND STEADY STREAM OF NEW AND RETURN CLIENTS AND LEVERAGE YO...

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