Marketing Plan:

Product description and situational Analysis:

Eyebrow threading is a depilation technique which originated in India, although it is also widely practiced in the Middle East. Salons in Western nations offered the service to
Middle Eastern clients for decades before European and American women became interested and the popularity of eyebrow threading skyrocketed. The hair removal technique is not just for the eyebrows: threading can be used to remove other facial and body hair as well.

The technique is sometimes listed on salon menus as khite or fatlah, which are both
Arabic words for threading. Eyebrow threading involves twisting a piece of thread, usually cotton, into a double strand. This double stranded thread is used to pick up a line of hair and then remove it, creating a very clean, precise hairline Eyebrow threading can be used to eliminate a unibrow, raise the arch of the eyebrow, or add shape and definition to the brow. Because it removes hair by the follicle, it is a reasonably long lasting hair removal technique as well. Repeat visits after three to four weeks are standard. The technique is also not terribly expensive because it is easy to do quickly and does not require costly chemical ingredients. For women who would like to pursue a more natural beauty regimen, eyebrow threading is a good choice, since it does not use harmful products. Eyebrow threading is a preferred hair removal technique for a number of reasons. Unlike tweezing or plucking, eyebrow threading removes one clean line of hair all at once, making it much quicker and easier to shape the brows. Eyebrow threading also will not harm the skin like wax and some depilatory creams can. If done correctly, the skin should not be red or irritated for more than a few minutes after the eyebrow threading session.
Some aestheticians also find it easier to shape eyebrows using this technique than other methods available.

S.W.O.T analysis:

Strengths:

Fast and natural method of Eyebrow Shaping.

The majority of people that breakout from waxing tend to not break out from threading.

No Pain - It is found by many to be much less painful than waxing.

An Art of Perfection - Threading is very precise and allows our specialists to have greater

control than waxing, resulting in a better brow shape for you!

This process is completely natural - Threading is 100% natural, there are no artificial

waxes, chemicals, or invasive techniques used.

No redness - Minimal redness occurs after threading, and any redness that does appear,

usually subsides within an hour.

It takes 5-7 minutes to Shape Eyebrows.

Lasts at least 3 to 4 weeks..

Weaknesses:

It is hard to find a really good practitioner of this hair removal method.

Its side effects can include folliculit’s, a bacterial infection of the hair follicles, reddening

of the skin and skin pigment changes.

Its other major drawback is that it works only on flat surfaces.

Oppurtunities:

No one else is offering threading service in Wisconsin.

Expanding services through all over Wisconsin.

No one is a direct competitor

Threats:

May be some other company offering the service smay enter the market.

Market has been used to other facial removals methods than threading.

Threaders play a vital role in the business.It they quit getting the experienced one’s is

very hard.

As threading a very profitable business in United states,lot of companies may enter the

market which would lead in lowering the prices there by decreasing the profits.

Target Market:

The target market for Threading are those who are interested in getting there eyebrows

shaped and remove the facial hair.This target market are primarily female from ages 15-

60 and it also includes male from 18-30 age.

There are three sub markets within this target market.The first group are the one that are

interested in shaping their eyebrows and they comprises approximately most of the target

market.This are the younger generation from 11-17 years who can afford for eyebrows

and don’t bother about the upper lip.

The second group are the people who are interested in

getting their eyebrows and upperlip which account for 50% of the market.These group of

people are working and college going.

The third group of people are the women that takes care of

children or well settled.In this group we have people doing different combinations of

services depending on their requirement like eyebrow,lip and chin,eyebrow ,sides and lip

or full face.The customers who do their full face comprises only 5% of the market.All the

customers do their eyebrows and then it depends on their facial hair. From the perspective of marketing,there is a good scope

of market and for the growth of the business.There are more chances to expand the

business due to its perfect shaping and less expensive than other facial removal methods.

Competitors and substitutes:

The saloons and spa’s are the present competitors for the threading business in greenbay

because people are well used to the method of waxing from many years and ofcourse

these are not the direct competitors for threading.The saloons and spa’s offer waxing which involves a heated wax product is applied to the skin and a strip of fabric or heavy

paper is pressed to the wax. The strip is then quickly pulled away taking the hairs with it.

This is relatively inexpensive and fast.Mostly 60% of the women do waxing .

Threading competes with these competitors by providing

good customer service,perfect shaping with good prices.Undoubtedly threading will grab

the market or customers from waxing within few days with the advantages of threading.

It is easy to attract the customers having sensitive skin because threading has no much

side effects when compared to waxing.

Although threading does not have any direct competitors

there is a threat that others offering the same service may enter the market.Threading is

going to compete with them by relatively offering the low prices and hiring the well

experienced threaders that are the key assets for the service.Customer satisfaction is the

important factor that brings back the customers to threading.So it would take more

interest on satisfying the customers.

Pricing:
Eyebrow shaping and facial threading will price its services to return a reasonable profit

Margin on its services .All the services offered need a 100% cotton thread of

$2.00,sanitizer of $4.00,moisturizer of $5.00,Cotton balls of $3.00,Mirror of

$5.00,Scissors of $3.00,Witch hazel of $4.00,Facial Tissues of $4.00.All these costs are

divided and distributed to all the services that are offered. The costs like maintenance

costs, Threaders pay,rent for the kiosk are also included in the pricing.The Pricing for

different services offered are eyebrows-$10,Upper lip-$5,Chin-$8,Forehead-$8,Sides-

$10,Neck-$8,Full face-$30.

Channels of distribution:

The Channels of distribution for eyebrow shaping and facial threading uses non-

traditional distribution like internet to get its services to the customers.As these days most

of the customers have access to the internet it chooses this powerful way by creating its own website having all the contact details and the services.It also chooses another c

hannel of distribution by choosing a partner with a company whose customers need these

services.These companies include the saloons which do waxing.It pays a commission to

the partner like $2 per customer.

Promotion:

The Promotion plan and strategy will be to convey Eyebrow shaping and facial threading’s mission statement to the target markets via a skillful integrated marketing communications (IMC) approach. Eyebrow shaping and facial threading will provide the high quality service and perfect shaping which competes to the existing saloons that do waxing to the facial hair.Based on the number of customers and their response it offers many other services like facials, bridal make up and expand their business in a actual store. The Primary source of getting to the customers is the internet through google ads which is the cheapest way of reaching the target customers.Advertising in the local newspaper as this service mainly targets the GreenBay area of Wisconsin. Advertising about the advantages of threading in radio during day time when most of the customers listen to the radio while driving to their works. Using the social networking accounts like facebook and twitters to explore the threading service and update the daily news like discounts. GroupOn is the one which is used to advertise mainly for the service company.This is because these days GroupOn are a big where the customers can get certain discount.So this service makes a discount like if 30 customers buy the coupons at Groupon they get the service of eyebrows for $6 which is actually $10.
The Promotional and strategy plans for this service include free service and membership cards.The free service is if a customer do 6 times any of the service he gets the seventh one for free.Membership cards are for eyebrows which include unlimited service for three months which cost $30.
The message to customers who are already get used to threading is “Come and have a perfect shaping to your eyebrows at a competitive price with our threaders having experience of more than 20 years.”
The message to the customers who are doing threading for the first time is “Eyebrow threading is a practice of shaping the eyebrows. Eyebrow threading is a preferred hair removal technique, it removes one clean line of hair all at once, making it much quicker and easier to shape the brows and good for all types of skin” Promotional Budget:
Brand and logo Development $1000.00
Website development for Internet site $2000.00
Advertisement Development and fliers design $4,000.00
Advertisement/Marketing Communications
Local newspaper(monthly $1500) $18,000.00
Miscellaneous advertising $1000.00
Public relations $2,400.00
Sales promotion $10,000
Designing and printing Membership cards $1500.00

Total Promotional budget $39,400 Operational Notes:
Eyebrow shaping and facial threading will start up as a small business in a kiosk in the bay park square mall with 2 employees with a very limited space offering only threading services till the end of the year 1.Depending on the number of customers, the feedback given by the customers and the projected growth represents the company space requirements utilizing 100% of available space by the end of Year one.Any increase in the projected growth sales and profit will require the consideration of expanding the business in terms of space and the number of threaders at the end of year1.
-Eyebrow shaping service will be done with no appointments making it convenient to all customers. Customers who wish to do their full faces are needed to take the prior appointment as it takes 15 -20 minutes time.
Customer reviews and feedbacks from the website,facebook and twitters are collected .These are reviewed on weekly basis to know the how the service is accepted by the customers and make some revisions to the services,customer service and marketing effoerts are made accordingly.
Service revision and improvements are made by the threaders and the management of eyebrow shaping and facial threading.

Sources Cited http://www.eyebrowthreading.com/ Distribution channels for services: Big ideas, big payoffs

http://cityinfo.local.com/city-information/green+Bay-wi-population

http://www.essortment.com/lifestyle/allindianeyebr_spzb.htm