Strategic and business plan for a leading personal brand in facial aesthetics
Summary
ST strategy helped the founder organise, prioritise and professionalise her brand’s business lines.
Personal brands born on social media have shown a strong ability to build community and visibility. The challenge is turning that audience into a profitable, organised business that does not depend solely on the founder.
FacialStudio* is a leading personal brand in facial aesthetics combining in-person treatments, its own products sold online, training for professionals and a digital platform developed with partners.
ST strategy helped the founder define the strategic and business plan for each line and supported her during implementation.
A brand with a large community
Too many fronts open
Professionalising the business
The full story
Opportunity
The founder was running several business lines at once, with uneven results and little time to manage them.
In-person treatments showed low occupancy and reliance on external staff, management information was limited and the new digital project had an economic and corporate structure still to be defined.
She needed to decide where to focus and build a structure that would allow growth without depending exclusively on her.
Axes of change
Working closely with the founder, ST strategy built a business plan for each line and defined three axes of change:
- Prioritisation: Focus on the most profitable lines and concrete objectives for each, such as the number of trainings per year.
- Professionalising operations: In-house team for treatments, training plan, stable schedules, repeat-business policies and new acquisition partnerships.
- Structuring new projects: Organising the digital project with partners: invoicing, a possible new company and a shareholders’ agreement.
Recommendations
After the strategic plan, ST strategy supported the founder during implementation with a follow-up service. Recommendations included:
- Weekly team meetings with objectives and KPIs per business line.
- Own database and conversion funnels from social media.
- Clarifying the roles of key team members.
- Management control tool with income and costs per line.
- Income statement per line and regular tracking of objectives.
* The confidentiality of our clients is a priority of the company. Although we have changed their names, the information is real.