Alishia Boot, owner of Bare Laser & Skin in Melbourne, shares her story of hardship, resilience and strategies for success.
After serving as a clinic manager and successfully expanding an existing clinic from two therapists to a team of seven, Alishia Boot’s dedication to her employer and career path was unwavering.
Excitement about her future heightened during her pregnancy, but the loss of her baby at 20 weeks shattered her world. Unfortunately, the support from her employer was non-existent, leading her to make the difficult decision to resign. In the midst of feeling broken, lost and scared, she chose to take a chance on herself. Here she shares her story.
Why did you go into business for yourself and what was your overarching goal?
Having previously contributed to the success of someone else’s venture, I believed I could replicate that success for my own. Just three weeks after the loss of our little girl, I registered Bare Laser and Skin in November 2015, marking the beginning of a new chapter. The overarching goal was clear: to establish an honest and ethical haven for skin, catering to the wellbeing of our staff, clients and the community.
How has your clinic evolved from Day 1 to now?
We opened our doors for business in February 2016. Initially, we followed the conventional route, offering a wide array of beauty services to our clients. However, after a few years, I learned to refine our service menu, narrowing it down to specific services.
Thus, our mission was born. At Bare Laser and Skin we focus on achieving corrective, long-lasting results. We made a strategic decision to no longer offer services like laser hair removal and microdermabrasion. Instead, we concentrated on areas where our passion truly lies – addressing concerns such as pigmentation, redness and age management.
This shift allowed our therapists to become experts in their specific domains and avoid the dilution of their knowledge over a broad range of technologies. Consequently, Bare Laser and Skin has earned a reputation in the beauty and aesthetics industry for providing clinically corrective skin treatments, delivering exceptional results and ensuring a high standard of care.
WE MADE A STRATEGIC DECISION TO ONLY OFFER SERVICES WHERE OUR PASSION TRULY LIES. THIS SHIFT ALLOWED OUR THERAPISTS TO BECOME EXPERTS IN THEIR SPECIFIC DOMAINS AND AVOID THE DILUTION OF THEIR KNOWLEDGE OVER A BROAD RANGE OF TECHNOLOGIES.
What hurdles have you weathered as a small business owner?
As a small business owner, navigating through challenges, including Melbourne’s extended Covid lockdowns, has required resilience and strategic thinking. Instead of succumbing to panic, I chose to focus on dissecting options for survival.
Managing Bare Laser and Skin as the sole income for my family during the pandemic added an extra layer of pressure. We started the business just weeks before I became pregnant via IVF with my second daughter. As the lockdowns unfolded, I found myself pregnant with my son (he was 9 weeks old when we emerged from the last lockdown).
When the lockdowns eventually ended, the circumstances were far from easy, necessitating a return to work six days a week to revive the business. Despite these challenges, my approach remained simple: each day, I would create a list of actionable items and concentrate on addressing them. This step-by-step process allowed me to gradually overcome the burdens and emerge on the other side of adversity.
What is your approach to marketing your business?
Our business adopts a minimalist approach to internal advertising. Instead of relying on attractive brochures or framed posters that may lead clients to book treatments without therapist consultation, we emphasise a different strategy. Our primary method involves encouraging clients to book a complimentary consultation. This allows them to learn about our diverse range of services and identify the options best suited to their individual concerns.
While we limit internal advertising, we actively educate clients on our services and address various concerns through our Instagram page. By sharing informative videos, we offer an easy-to-understand, personal and detailed approach to guide clients towards suitable treatment options. However, even in this educational process, we consistently emphasise the importance of scheduling a consultation first, ensuring a personalised and well-informed decision-making process.
How important is it to you to educate, rather than advertise to, your clients?
We prefer educating our clients rather than traditional advertising because we respect their intelligence. Today’s consumers are smart and understand a lot more than the industry gives them credit for. When we share information and insights, it’s not about pushing services – it’s about building a genuine connection based on respect and understanding. We believe in keeping it real and transparent to create lasting relationships with our savvy clients.
How do you utilise social media for marketing?
Social media is our go-to marketing tool, constituting 80% of our strategy. It’s not just about promoting services; it’s a powerful platform for connecting with our clients. Through engaging content, we share our ethos, methods, values and personal insights. This approach goes beyond mere marketing. It’s about building a strong connection, helping clients understand who we are, and empowering them with the knowledge to resonate with our approach to skincare.
What role do foundational treatments play in attracting and retaining clients?
Foundational treatments such as Thermage FLX play a crucial role in both attracting and retaining clients, especially those who are serious about skincare. Thermage, being a premium treatment, has a unique appeal for clients seeking advanced and effective solutions. Its reputation for delivering remarkable results in skin tightening and rejuvenation makes it a cornerstone in our offerings.
In terms of attracting clients, Thermage FLX stands out in our repertoire, drawing individuals who prioritise quality and efficacy in their skincare journey.
For client retention, Thermage FLX becomes a key element for those who have experienced its transformative effects.
Foundational treatments such as Thermage FLX significantly contribute to our ability to attract and retain clients serious about achieving optimal skin health.
How has Thermage FLX benefited your clinic from a business perspective?
The appeal of Thermage has notably contributed to client acquisition.
This has translated into increased business opportunities and a steady influx of discerning clients. Moreover, Thermage plays a crucial role in elevating the seriousness of our offerings, distinguishing us from fluffy, superficial treatments. By incorporating Thermage into our repertoire, we’ve established a reputation for providing treatments that go beyond the superficial, resonating with clients who value the depth and effectiveness of our skin solutions.
In essence, we position Thermage FLX not merely as a remedy but as a strategic measure – a thoughtful response aimed at minimising the necessity for extensive corrections in the future. Think of it like a gentle pause button, a way to be kind to your skin now and save it from bigger hassles down the road.
How has partnering with Solta Medical benefited your business?
The collaboration has brought a range of cutting-edge technologies and treatments, including standout solutions like Thermage FLX, into our clinic offering. This has not only expanded the scope of services we offer but has also elevated our clinic’s profile as a destination for advanced skin treatments. Moreover, the association with Solta has provided our team with valuable training and insights, ensuring that we deliver these advanced treatments with the highest standards of expertise.
Any advice for someone thinking of opening their own skin clinic?
Discover your niche. Don’t dilute your expertise with too many services. Identify what naturally attracts clients and eliminate those that don’t sell. Grasp the fundamentals of the less glamorous aspects of business – accounting, cash flow, marketing, content creation – before considering outsourcing. Take advantage of the plethora of free online learning resources, including videos and online platforms. Maintain control and ensure your life partner is fully supportive; a disgruntled partner can be detrimental when it comes to making decisions that affect you and your business. AMP
For more information on incorporating Thermage FLX into your clinic, call Solta Medical on 1800 251 150 or visit soltamedical.com.au
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