GB560 Designing, Improving and Implementing Processes
Session # 1207D
December 3, 2012
UNIT 1 ASSIGNMENT
Simply Sunless, LLC is a small airbrush tanning business, which the owner is the sole employee and technician. The mission of Simply Sunless is to promote a healthy tanning alternative and skin cancer awareness. “Be Fabulously Fake!” is the motto of Simply Sunless, and the feeling that owner, Brooke Counts, wants each client to experience every time she tans them.
After deep thought and a great deal of planning, Brooke decided to make the business predominantly mobile, which eliminated a large portion of many business hurdles, namely startup costs. The choice to be mobile eliminated overhead costs, including salon space rental, decorations, permits, and other costs associated with having a storefront. Additionally, being mobile minimized the machine size requirements and product volumes. In order to make the equipment easy to carry from client to client, it needed to be compact and products minimal to minimize potential for damage during transport.
In order to break into the beauty industry, it was realized that Simply Sunless would need to partner with other local beauty businesses to build a client base. By offering airbrush tanning at spas, health and fitness facilities, and salons that did not previously have any form of sunless tanning, Brooke will be able to develop a solid brand, and brand awareness, without the overwhelming cost of advertising and promoting that are not economical for small businesses.
Based on research of Simply Sunless, marketing is the process in most need of change over the coming year. Every day more than 1 million people tan in tanning salons. Of these people, 70% are Caucasian girls between the ages of 16 and 29. With annual indoor tanning revenues estimated to be over $2.6 billion, having effective...