BSA555 Struense Week 6 Small Business Site Visit Cre8

Topics: Strategic management, Management, Spa Pages: 14 (2452 words) Published: April 26, 2015


Week 6 – Small Business Site Visit – Cre8 Salon & Spa
Richard Brent Struense
Averett University
Strategic Management – BSA555-M703-SP15
Instructor: Dr. Philip R. Sturm
April 17, 2015

Executive Summary
Cre8 Salon and Spa is a locally owned non-franchised business in Cape Coral, Florida. The business is co-owned by husband and wife team, Marcy Moreno and Jeff Sagorac. The business launched in 2006 following the tragic death of their daughter, Adrienne. Crea8 has more than 30 employees to include stylists (at varying levels of expertise), spa and masseuse therapists, skin aestheticians, and nail technicians. The Salon and Spa expanded in 2014 doubling the business footprint to just over 8500 square feet at their 8th anniversary mark. The owners are consulted by famed New York City stylists and consultant, Nick Arrojo, and defined as exclusive ambassadors of the Arrojo Products and training. Additionally, the business is certified and endorsed by Redken 5th Avenue New York City. (Cre8, 2015)

Table of Contents
Executive Summary ……………………………….……..….………………………….2 Table of Contents ……………………………………………………………………….3 Cre8 Salon and Spa: A New Beginning…………………………………………………4 Business at Hand – A Good Cut ...……………………………………………………..4 Business at Hand – A Bad Cut ….……….……………………………………………..7 Let It Grow ……………………...……….……………………………………………..9 Advice For Your Neighbors ….. ..……….……………………………………………..9 Rinse and Repeat …………….. ..……….……………………………………………..10 Conclusion ……………………………………………………………………………....10 Appendix …………………………………………………………………………….…..11 Reference ………………………………………………………………………………..13

Cre8 Salon and Spa: A New Beginning

The corner of Skyline Boulevard and Pine Island Road in Cape Coral, Florida, has painful memories for Marcy Moreno and Jeff Sagorac. Their six year old daughter, Adrienne, was killed at this intersection in 2004. However like the Phoenix, Cre8 Salon and Spa was birthed and rose from the ashes of pain and grief. In 2006, the Salon opened its doors overlooking the tragic intersection. The Salon serves as a daily reminder to the beauty young Adrienne brought to so many lives. Out of the gate the business took off but soon fell victim to the 2008 recession; Cape Coral ranked most impacted city on a national scale. (Goodman, 2010). Today, the Salon can be considered a small business success boasting of more than thirty employees and more than three-quarters of a million dollars in annual sales.

(Nocera Photography, 2014). (Google Map, 2015).

Business at Hand – A Good Cut
Cre8 Salon and Spa is considered a service industry providing intangible labor as the product (haircuts, massages, facials, etc.). However, there is a significant piece of the business dedicated to retail through the front-end merchandising arm of the Salon. Marcy Moreno and Jeff Sagorac founded the business in 2006 and have remained at the current location since the business began. The opening day model included the two owners, four stylists, a nail and skin technician, and a massage therapist. “We hired employees that were young and hungry to learn the salon business. They already had a client list, but wanted more,” describes the hiring direction that Sagorac approached. “We wanted to be a salon that was unique compared to those within a twenty mile radius.” Cre8 Salon positioned the business to speak to the emotional engagers why women frequent salons and spas: to look prettier when they walk out as when they walked in, and for the experience. They focused their advertising share-of-voice to speak to this emotional attraction of W25-54 and have maintained that demographic target. To date the salon positions itself as an upscale business, focused on the experience of the client, and with a product that exceeds the experience and quality of the next competitor. The salon and...
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