aesthetics business plan example

Medical Aesthetics Business Plan Template

Written by Dave Lavinsky

Medical Aesthetics Business Plan

You’ve come to the right place to create your Medical Aesthetics business plan.

We have helped over 1,000 entrepreneurs and business owners create business plans and many have used them to start or grow their Medical Aesthetics companies.

Below is a template to help you create each section of your Medical Aesthetics business plan.

Executive Summary

Business overview.

Solar Aesthetics is a new medical aesthetics spa located in Indianapolis, Indiana. Our mission is to help residents restore their natural beauty with the help of noninvasive medical treatments. We offer a variety of medical aesthetics services, including microdermabrasion, laser hair removal, and body contouring. We aim to be the #1 medical spa that the residents of Indianapolis can depend on for all their beauty care needs.

Solar Aesthetics is led by Nadia Greene, who has been in the medical aesthetics industry for ten years. Throughout this time, she worked for other local medical spas, providing a variety of treatments to hundreds of clients. Her experience, skills, and pre-existing client base will prove invaluable and guarantee that our spa will be successful.

Product Offering

Solar Aesthetics provides a variety of services to keep our customers looking and feeling their best. Some example services that we offer include, but are not limited to:

• Body contouring
• Chemical peels
• Laser hair removal
• Cellulite reduction
• Wrinkle reduction
• Skin tightening
• Microdermabrasion

In addition to these services, there will be a selection of beauty products for sale by the front reception that will help our customers maintain their beautiful appearance.

Customer Focus

Solar Aesthetics will primarily serve residents living in Indianapolis and the surrounding areas. The city has a large population of middle and upper class residents who have the disposable income to spend on aesthetic treatments. The area also has significantly more women than men and a median age of 34 years.

These demographics serve our company well. Traditionally, the customers that are most interested in medical spas are upper-class females who are middle-aged or older. The demographics of Indianapolis show that many residents fall into our target customer markets.

Management Team

Solar Aesthetics is led by Nadia Greene, who has been in the medical aesthetics industry for ten years. Throughout this time, she worked for other local medical spas, providing a variety of treatments to hundreds of clients. This has given her the experience and skills to succeed in her own medical spa business.

Many of Nadia’s pre-existing clients have agreed to frequent her new business, which gives Solar Aesthetics a solid starting client base. Though she has never run a medical spa of her own, she will hire personnel to help her manage the operations, financing, and marketing sides of the business.

Success Factors

Solar Aesthetics will be able to achieve success by offering the following competitive advantages:

• Location: Solar Aesthetics’ location is near the center of town in a location that is easily accessible by car, foot, or public transportation. We also offer adequate parking making it easy for customers to patronize us.
• Great service at an affordable price: The services offered by Solar Aesthetics are of similar quality to its most premium-positioned competitors. Solar Aesthetics will offer these services at a much more affordable price.
• Management: Our founder has years of experience as a medical aesthetician, so she knows how to operate and market this kind of business. She also is very skilled at her services and provides better quality care than services offered by most competitors.
• Relationships: Having worked as a medical aesthetician for ten years, Nadia Greene has developed a loyal client base, with many former clients already agreeing to frequent the business once it opens.

Financial Highlights

Solar Aesthetics is currently seeking $600,000 to launch. The funding will be dedicated towards securing the office space and purchasing equipment and supplies. Funding will also be dedicated towards three months of overhead costs to include payroll of the staff, rent, and marketing costs. Specifically, these funds will be used as follows:

• Office design/build: $250,000
• Medical equipment and supplies: $100,000
• Office equipment, supplies, and materials: $10,000
• Three months of overhead expenses (payroll, rent, utilities): $150,000
• Marketing costs: $50,000
• Working capital: $40,000

The following graph below outlines the pro forma financial projections for Solar Aesthetics.

Company Overview

Who is solar aesthetics, solar aesthetics’ history.

After conducting the research needed to establish a medical spa, Nadia Greene incorporated Solar Aesthetics on January 1st, 2023 as an S-corporation.

The business is currently being run out of Nadia’s home office, but once the lease on Solar Aesthetics’ spa location is finalized, all operations will be run from there.

Since incorporation, Solar Aesthetics has achieved the following milestones:

• Found a commercial space for the spa and signed a Letter of Intent to lease it
• Developed the company’s name, logo, and website
• Hired an interior designer for the decor and furniture layout
• Determined equipment and fixture requirements
• Begun recruiting key employees

Solar Aesthetics’ Services

Industry analysis.

The beauty industry will always be in high demand, and the medical aesthetics market is no exception. As technology improves, more people are clamoring to try new medical treatments that make them look younger, thinner, and more attractive. Hardships, stress, and genetics work against us, especially as we age. It can be hard to watch one’s body become wrinkled and lose its youthful glow. Therefore, people will continue to spend money on medical aesthetic treatments that can make them look youthful with little effort.

This trend is expected to continue as photo editing software and technology continue to advance. Almost anyone with a social media account now uses some photo filters and editing to look more appealing to their followers. Medical aesthetics offer many services to help individuals look youthful and attractive both in real life and on social media.

According to Global Newswire, the current medical aesthetics market is valued at $61 billion and is expected to grow 9.5% from now until 2030. These statistics show that medical aesthetic services are in great demand, and the market is as strong as ever. Therefore, this is a great time to start a new business in this industry.

Customer Analysis

Demographic profile of target market.

Solar Aesthetics will serve the community residents of Indianapolis, Indiana and its surrounding areas. The area we serve is populated mostly by the middle and upper classes; as a result, they have the means to pay for higher-quality beauty care and medical services. The population is also predominantly female, which traditionally is a major customer segment for the industry.

The precise demographics for Indianapolis, Indiana are:

Customer Segmentation

Solar Aesthetics will primarily target the following customer profiles:

• Nadia’s current client base
• Millennials

Competitive Analysis

Direct and indirect competitors.

Solar Aesthetics will face competition from other companies with similar business profiles. A description of each competitor company is below.

Amy’s Medical Spa

Amy’s Medical Spa is the town’s most popular medical spa and has been in business for 32 years. Amy’s offers a wide array of services that you would expect from this type of establishment, including body sculpting and microdermabrasion.

Though Amy’s will continue to thrive, the most common complaint about this business is that it has become too big. It no longer provides the personal customer service touch it once did and doesn’t have a welcoming or warm environment. Solar Aesthetics will be more attractive to customers who are put off by this by offering a friendly environment and developing a client-based business model.

Fresh Faces

Fresh Faces has been one of the most popular spas in Indianapolis for the past five years. Fresh Faces offers extremely high-end beauty treatments that are designed to appeal to the most affluent residents of Indianapolis. This medical spa offers many of the same treatments as other competitors but also adds additional products and extras that bring up the rates significantly.

Though Fresh Faces appeals to the most affluent residents of Indianapolis, the prices keep many interested customers from frequenting the business. The treatments at Solar Aesthetics will be of the same quality but be more moderately priced.

Julie’s Beauty Spa

Julie’s Beauty Spa is a spa for everyone. It includes traditional spa services (such as facials and massages) as well as medical treatments (like body contouring, laser hair removal, and cellulite reduction). It’s a large spa with a giant staff to accommodate the needs of everyone who walks in their doors.

Though Julie’s offers medical beauty treatments, it is only one category of treatments that the business offers. Therefore, the company does not specialize in these services. Customers looking for more skilled aestheticians will be eager to frequent Solar Aesthetics instead.

Competitive Advantage

Solar Aesthetics will be able to offer the following advantages over their competition:

Marketing Plan

Brand & value proposition.

Solar Aesthetics will offer the unique value proposition to its clientele:

• Convenient location
• Significant personal attention
• Moderate price point
• Comfortable, customer-focused environment

Promotions Strategy

The promotions strategy for Solar Aesthetics is as follows:

Website/SEO

Solar Aesthetics will develop a professional website that showcases pictures of the spa and the services we provide. It will also invest in SEO so that the company’s website will appear at the top of search engine results.

Social Media

Nadia Greene will create the company’s social media accounts and invest in ads on all social media platforms. The company will use targeted marketing to appeal to our target demographics.

Customer Loyalty Programs

Solar Aesthetics will create a winning customer loyalty program to keep its best clients coming back again and again. Long-term customers will have the opportunity to participate in the loyalty program, and referrals will be rewarded as well.

Direct Mail

Solar Aesthetics will blanket neighborhoods surrounding its locations with direct mail pieces. These pieces will provide general information on Solar Aesthetics, offer discounts and/or provide other inducements for people to visit the spa.

Solar Aesthetics’ pricing will be moderate, so customers feel they receive great value when patronizing the spa. Customers can expect to receive quality beauty treatments for a more affordable price than what they pay at ultra-premium competitors.

Operations Plan

The following will be the operations plan for Solar Aesthetics.

Operation Functions:

• Nadia Greene will be the Owner and Manager. She will oversee the general medical spa operations and client relationships and provide services until she hires a team of aestheticians. Nadia has spent the past year recruiting the following staff:
• Jennifer Johnson – Office Manager who will manage the day-to-day operations of the medical spa including overseeing the front desk staff, janitorial staff, and general administrative tasks.
• Dan O’Reilly – Staff Accountant/Bookkeeper who will provide all accounting, tax payments, and monthly financial reporting.
• Sean Thomas – Marketing Director who will oversee all marketing strategies for the company and manage the website, social media, and sales campaigns.
• As our client base grows, Nadia will hire several other aestheticians to provide the spa’s services to customers.

Milestones:

Solar Aesthetics will have the following milestones completed in the next six months.

• 07/202X Finalize lease agreement
• 08/202X Design and build out Solar Aesthetics
• 09/202X Hire and train initial staff
• 10/202X Kickoff of promotional campaign
• 11/202X Launch Solar Aesthetics
• 12/202X Reach break-even

Financial Plan

Key revenue & costs.

Solar Aesthetics’ revenues will come primarily from the services rendered and secondarily from the sale of beauty care products.

As with most services, labor expenses are the key cost drivers for spas. Medical aestheticians are paid through a combination of salaries and commissions. This rewards them for their performance and makes them an active part of business retention and development. Additional major cost drivers for the company’s operation will consist of marketing expenses, equipment purchasing and maintenance, and the lease.

Funding Requirements and Use of Funds

Key assumptions.

The following outlines the key assumptions required in order to achieve the revenue and cost numbers in the financials and pay off the startup business loan.

• Year 5: 100
• Annual rent: $100,000

Financial Projections

Income statement, balance sheet, cash flow statement, medical aesthetics business plan faqs, what is a medical aesthetics business plan.

A medical aesthetics business plan is a plan to start and/or grow your medical aesthetics business. Among other things, it outlines your business concept, identifies your target customers, presents your marketing plan and details your financial projections.

You can easily complete your Medical Aesthetics business plan using our Medical Aesthetics Business Plan Template here .

What are the Main Types of Medical Aesthetics Businesses?

There are a number of different kinds of medical aesthetics businesses , some examples include: Body contouring, Chemical peels, Cosmetic dermatology, Hair treatment, and Laser treatment.

How Do You Get Funding for Your Medical Aesthetics Business Plan?

Medical Aesthetics businesses are often funded through small business loans. Personal savings, credit card financing and angel investors are also popular forms of funding.

What are the Steps To Start a Medical Aesthetics Business?

Starting a medical aesthetics business can be an exciting endeavor. Having a clear roadmap of the steps to start a business will help you stay focused on your goals and get started faster.

1. Develop A Medical Aesthetics Business Plan - The first step in starting a business is to create a detailed medical aesthetics business plan that outlines all aspects of the venture. This should include potential market size and target customers, the services or products you will offer, pricing strategies and a detailed financial forecast.

2. Choose Your Legal Structure - It's important to select an appropriate legal entity for your medical aesthetics business. This could be a limited liability company (LLC), corporation, partnership, or sole proprietorship. Each type has its own benefits and drawbacks so it’s important to do research and choose wisely so that your medical aesthetics business is in compliance with local laws.

3. Register Your Medical Aesthetics Business - Once you have chosen a legal structure, the next step is to register your medical aesthetics business with the government or state where you’re operating from. This includes obtaining licenses and permits as required by federal, state, and local laws.

4. Identify Financing Options - It’s likely that you’ll need some capital to start your medical aesthetics business, so take some time to identify what financing options are available such as bank loans, investor funding, grants, or crowdfunding platforms.

5. Choose a Location - Whether you plan on operating out of a physical location or not, you should always have an idea of where you’ll be based should it become necessary in the future as well as what kind of space would be suitable for your operations.

6. Hire Employees - There are several ways to find qualified employees including job boards like LinkedIn or Indeed as well as hiring agencies if needed – depending on what type of employees you need it might also be more effective to reach out directly through networking events.

7. Acquire Necessary Medical Aesthetics Equipment & Supplies - In order to start your medical aesthetics business, you'll need to purchase all of the necessary equipment and supplies to run a successful operation. 

8. Market & Promote Your Business - Once you have all the necessary pieces in place, it’s time to start promoting and marketing your medical aesthetics business. This includes creating a website, utilizing social media platforms like Facebook or Twitter, and having an effective Search Engine Optimization (SEO) strategy. You should also consider traditional marketing techniques such as radio or print advertising.

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Esthetician Business Plan

A skilled technician with a focus on skincare is known as an esthetician. They carry out body treatments, waxing, facials, and superficial chemical peels as well as other cosmetic skin procedures. This industry is expanding as more people seek out non-invasive procedures to make them seem younger.

Are you looking to start writing a business plan for your esthetician business? Creating a business plan is essential to starting, growing, and securing funding for your business. We have prepared an esthetician business plan template for you to help in start writing yours.

Free Business Plan Template

Download our free business plan template now and pave the way to success. Let’s turn your vision into an actionable strategy!

• Fill in the blanks – Outline
• Financial Tables

How to Write an Esthetician Business Plan?

Writing an esthetician business plan is a crucial step toward the success of your business. Here are the key steps to consider when writing a business plan:

1. Executive Summary

An executive summary is the first section of the business plan intended to provide an overview of the whole business plan. Generally, it is written after the entire business plan is ready. Here are some components to add to your summary:

Start with a brief introduction:

Market opportunity:, mention your services:, management team:, financial highlights:, call to action:.

Ensure you keep your executive summary concise and clear, use simple language, and avoid jargon.

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2. Business Overview

Depending on what details of your business are important, you’ll need different elements in your business overview. Still, there are some foundational elements like business name, legal structure, location, history, and mission statement that every business overview should include:

About the business:

Provide all the basic information about your business in this section like:

• The name of the esthetician salon and the concept behind it: a salon with a facial specialist, spa specialist, skincare specialist, or medical esthetician.
• Company structure of your esthetician business whether it is a sole proprietorship, LLC, partnership firm, or others.
• Location of your esthetician salon and the reason why you selected that place.

Mission statement:

Business history:, future goals:.

This section should provide an in-depth understanding of your esthetician business. Also, the business overview section should be engaging and precise.

3. Market Analysis

Market analysis provides a clear understanding of the market in which your esthetician business will run along with the target market, competitors, and growth opportunities. Your market analysis should contain the following essential components:

Target market:

Market size and growth potential:, competitive analysis:, market trends:, regulatory environment:.

Some additional tips for writing the market analysis section of your business plan:

• Use a variety of sources to gather data, including industry reports, market research studies, and surveys.
• Be specific and provide detailed information wherever possible.
• Include charts and graphs to help illustrate your key points.
• Keep your target audience in mind while writing the business plan

4. Products and Services

The product and services section of a business plan should describe the specific services and products that will be offered to customers. To write this section should include the following:

List the product and services:

• Define the services you will provide as an esthetician. These can involve chemical peels, microdermabrasion, the application of cosmetics, waxing, facials, and more. Be precise about the details of each service, including the cost.
• If you intend to sell products in addition to your services, talk about the products you’ll have to offer. Explain your plan for product promotion and the amount of profit you anticipate from product sales.

Emphasize safety and quality:

Overall, a business plan’s product and services section should be detailed, informative, and customer-focused. By providing a clear and compelling description of your offerings, you can help potential investors and readers understand the value of your business.

5. Sales and Marketing Strategies

Writing the sales and marketing strategies section means a list of strategies you will use to attract and retain your clients. Here are some key elements to include in your sales & marketing plan:

Develop your unique selling proposition (USP):

Determine your pricing strategy:, marketing strategies:, sales strategies:, customer retention:.

Overall, the sales and marketing strategies section of your business plan should outline your plans to attract and retain customers and generate revenue. Be specific, realistic, and data-driven in your approach, and be prepared to adjust your strategies based on feedback and results.

6. Operations Plan

When writing the operations plan section, it’s important to consider the various aspects of your business operations. Here are the components to include in an operations plan:

Hiring plan:

Operational process:, technologies:.

By including these key elements in your operations plan section, you can create a comprehensive plan that outlines how you will run your esthetician business.

7. Management Team

The management team section provides an overview of the individuals responsible for running the esthetician business. This section should provide a detailed description of the experience and qualifications of each manager, as well as their responsibilities and roles.

Key managers:

Organizational structure:, compensation plan:, board of advisors:.

Describe the key personnel of your company and highlight why your business has the fittest team.

8. Financial Plan

When writing the financial plan section of a business plan, it’s important to provide a comprehensive overview of your financial projections for the first few years of your business.

Profit & loss statement:

Cash flow statement:, balance sheet:, break-even point:, financing needs:.

Remember to be realistic with your financial projections, and to provide supporting evidence for all of your estimates.

9. Appendix

When writing the appendix section, you should include any additional information that supports the main content of your plan. This may include financial statements, market research data, legal documents, and other relevant information.

• Include a table of contents for the appendix section to make it easy for readers to find specific information.
• Include financial statements such as income statements, balance sheets, and cash flow statements. These should be up-to-date and show your financial projections for at least the first three years of your business.
• Provide market research data, such as statistics on the size of the esthetician industry, consumer demographics, and trends in the industry.
• Include any legal documents such as permits, licenses, and contracts.
• Provide any additional documentation related to your business plans, such as marketing materials, product brochures, and operational procedures.
• Use clear headings and labels for each section of the appendix so that readers can easily find the information they need.

Remember, the appendix section of your esthetician business should only include relevant and important information that supports the main content of your plan.

The Quickest Way to turn a Business Idea into a Business Plan

Fill-in-the-blanks and automatic financials make it easy.

This esthetician business plan sample will provide an idea for writing a successful esthetician plan, including all the essential components of your business.

After this, if you are still confused about how to write an investment-ready business plan to impress your audience, then download our esthetician business plan pdf .

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Frequently asked questions, why do you need an esthetician business plan.

A business plan is an essential tool for anyone looking to start or run a successful esthetician. It helps to get clarity in your business, secures funding, and identifies potential challenges while starting and growing your esthetician business.

Overall, a well-written plan can help you make informed decisions, which can contribute to the long-term success of your esthetician.

How to get funding for your esthetician business?

There are several ways to get funding for your esthetician business, but one of the most efficient and speedy funding options is self-funding. Other options for funding are:

• Bank loan – You may apply for a loan in government or private banks.
• Small Business Administration (SBA) loan – BA loans and schemes are available at affordable interest rates, so check the eligibility criteria before applying for it.
• Crowdfunding – The process of supporting a project or business by getting a lot of people to invest in your esthetician, usually online.
• Angel investors – Getting funds from angel investors is one of the most sought options for startups.
• Venture capital – Venture capitalists will invest in your business in exchange for a percentage of shares, so this funding option is also viable.

Apart from all these options, there are small business grants available, check for the same in your location and you can apply for it.

Where to find business plan writers for your esthetician business?

There are many business plan writers available, but no one knows your business and idea better than you, so we recommend you write your esthetician business plan and outline your vision as you have in your mind.

What is the easiest way to write your esthetician business plan?

A lot of research is necessary for writing a business plan, but you can write your plan most efficiently with the help of any esthetician business plan example and edit it as per your need. You can also quickly finish your plan in just a few hours or less with the help of our business plan software.

About the Author

Upmetrics Team

Upmetrics is the #1 business planning software that helps entrepreneurs and business owners create investment-ready business plans using AI. We regularly share business planning insights on our blog. Check out the Upmetrics blog for such interesting reads. Read more

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How to write a business plan for your esthetician practice.

Starting an esthetician practice is a great way to make a living while helping others.

It also provides a great opportunity to build relationships with clients and contribute to the well-being of the community.

Nevertheless, the first step is to develop a business plan.

A business plan is an essential first step for any new project, as it outlines the goals and objectives of the project, as well as the strategies and resources needed to achieve them. Writing a business plan for an esthetician practice will provide a roadmap to success and help ensure that the practice is well-positioned for success.

In short, a good business plan will help make sure your esthetician practice is profitable .

What should be covered when creating a business plan for an esthetician practice? What's the ideal arrangement for the structure? What are the recommended financial benchmarks to incorporate? What steps should I take to ensure an efficient process when writing a business plan?

Rest assured that this article will comprehensively cover all these questions and provide answers!

Finally, please note that you don't have to start your business plan from scratch.

Instead, you can download our detailed business plan for an esthetician practice and tailor it to suit your requirements.

How to design a business plan for an esthetician practice

Will a business plan be useful your esthetician practice.

Yes, you should create a business plan to help guide your esthetician practice.

Formulating a comprehensive business plan will allow to:

• get familiar with the esthetician market
• catch up with the new industry developments
• recognize what makes an esthetician practice viable
• understand the skincare concerns, beauty treatments, and aesthetic preferences of clients
• find a great unique value proposition for your skincare and beauty clinic
• examine competitor market share
• find competitive advantages for your esthetician practice
• find a business model that generates steady and increasing profits
• implement a well-structured and calculated action plan
• evaluate risks associated with running an esthetician practice, including client allergies, sanitation protocols, and professional liability

Our team has created a business plan for an esthetician practice that is designed to make it easier for you to achieve all the elements listed.

How to structure a business plan for an esthetician practice?

A business plan is a document that contains a lot of information. There should be a clear outline, to make easy to read and digest.

When we built our business plan for an esthetician practice , we took care to arrange it appropriately.

You'll see 5 different sections (Opportunity, Project, Market Research, Strategy and Finances).

1. Market Opportunity

The section number one is called "Market Opportunity".

Explore this section to access comprehensive data and insights related to the esthetician practice, enabling you to stay updated with market trends and beauty service preferences.

Every six months, we refresh this section to ensure the data remains current.

2. Project Presentation

In the "Project" section, you can present your esthetician practice, highlighting the range of services you provide, your specialized areas such as skincare, facials, waxing, or beauty treatments, certifications, client testimonials, and the unique value proposition.

At the end of this section, provide a brief self-introduction.

Explain your qualifications as an esthetician, your expertise in skincare and beauty treatments, and how you plan to provide personalized and rejuvenating esthetician services to clients. Highlight your range of services, your use of quality skincare products, and your dedication to enhancing clients' natural beauty and promoting healthy skin through your esthetician practice.

We wrote some words in our business plan. Tailor it to match your idea exactly.

3. Market Research

Next up is the "Market Research" section.

In this section, you will find a market segmentation analysis for your esthetician practice.

It includes a study of competing esthetician practices and emphasizes your practice's specialized skincare services and competitive advantages. A tailored SWOT analysis is also provided.

4. Strategy

In the "Strategy" section, you'll find a comprehensive 3-year development plan, outlining all the necessary initiatives to make your esthetician practice highly profitable.

In addition, this section presents a marketing strategy, a method to handle risks, and a Business Model Canvas that is already filled.

5. Finances

In the end, the section labeled "Finances" allows you to showcase the financial details and calculations of your project.

How to elaborate the Executive Summary for an esthetician practice?

The Executive Summary can be seen as a condensed overview of the business plan of your esthetician practice.

Keep it brief, with a maximum of 2 pages. Stick to the most relevant information.

This is the opening statement that the investor will read first when you share your business plan with them. It should make them interested and want to read the rest of the plan.

In the Executive Summary of your esthetician practice, address the following queries: what services does your esthetician practice offer? who is your target audience? are there other esthetician practices in the area? what funding do you require?

How to do the market analysis for an esthetician practice?

The market study of your esthetician practice helps you understand external factors such as client demands for skincare and beauty treatments, competition within the beauty industry, and emerging trends in esthetics.

By conducting a comprehensive market study, an esthetician practice can understand client skincare needs, offer professional esthetician services, optimize pricing strategies, and execute targeted marketing campaigns, ultimately leading to a loyal client base, increased appointments, and a prominent position in the local beauty industry.

You'll discover the following in the "Market Research" section of our business plan for an esthetician practice :

• figures, data, and statistics related to esthetician practices, including popular skincare treatments, beauty industry trends, and client demographics
• a compilation of potential market segments for an esthetician practice
• the competitor analysis
• the competitive advantages to build for an esthetician practice

The key points of the business plan for an esthetician practice

What's the business model of an esthetician practice, business model of an esthetician practice.

An esthetician practice's business model centers around providing various skincare and beauty treatments, including facials, waxing, or skincare consultations. Revenue is generated through service fees, potentially offering retail products or personalized skincare regimens.

The business model focuses on esthetician expertise, using quality skincare products, providing a relaxing and nurturing spa ambiance, offering personalized consultations, and building strong client relationships through exceptional service and results.

Success depends on maintaining knowledge of skincare techniques and products, effective marketing to target skincare enthusiasts, fostering positive reviews and referrals, and continuously updating skills to meet evolving beauty trends and client needs.

Business model ≠ Business plan

Avoid confusing "business plan" with "business model."

A business model is a blueprint for how a company operates and makes money.

In a business plan, you explain your business model utilizing a tool known as the Business Model Canvas.

Rest assured, we provide a Business Model Canvas in our business plan for an esthetician practice .

How do you identify the market segments of an esthetician practice?

Market segmentation for your esthetician practice involves dividing your potential clients into different groups based on their skincare needs, beauty goals, and demographics.

These categories may include factors such as facial treatments, body treatments, waxing services, or clients seeking specific esthetician services or skincare solutions (e.g., acne treatment, anti-aging).

By segmenting your market, you can offer specialized esthetician services and treatments that cater to each segment's specific requirements. For example, you might focus on facial treatments and provide a range of services such as deep cleansing facials, chemical peels, or microdermabrasion, offer body treatments and provide services such as body wraps, exfoliation, or massage, specialize in waxing services and offer hair removal solutions for various body areas, or focus on specific esthetician services or skincare solutions such as acne treatment or anti-aging treatments to meet the unique needs and preferences of each client segment.

Market segmentation allows you to effectively target your marketing efforts, communicate your expertise in esthetician services, and provide personalized and effective skincare solutions that meet the unique needs and preferences of each client segment.

In the business plan for an esthetician practice , you will find a complete market segmentation that allows you to identify your potential customers effectively.

How to conduct a competitor analysis for an esthetician practice?

Without surprise, you won't be the only esthetician practice in your area. There will be other professionals offering skincare treatments and beauty services to clients.

When crafting your business plan, it's important to assess your competitors in detail, considering their traits, strengths, and weaknesses.

Be mindful of their weaknesses (such as limited treatment offerings, inconsistent service quality, or inadequate client satisfaction).

Why is it crucial to notice these aspects? Because these weaknesses can impact the client experience at esthetician practices. By addressing these elements, you can provide a wide range of esthetic treatments and services, offer personalized and tailored skincare solutions, and deliver a serene and relaxing esthetician environment, establishing your esthetician practice as a preferred choice for enhancing beauty and promoting self-care.

It's what we call competitive advantages—building them is key to standing out in the market.

Here are some examples of competitive advantages for a cosmetologist: skilled and versatile beauty treatments, up-to-date beauty trends and techniques, personalized services.

How to draft a SWOT analysis for a cosmetologist?

A SWOT analysis can help identify strengths, weaknesses, opportunities, and threats in order to create an effective strategy for starting an esthetician practice.

As you can guess, there is indeed a completed and editable SWOT matrix in our business plan for an esthetician practice

The strengths for an esthetician practice

S signifies Strengths in SWOT, referring to the project's strong areas or aspects.

For an esthetician practice, potential strengths could include providing excellent customer service, offering a variety of services, staying up to date on the latest trends, and having a good reputation in the community.

The weaknesses for an esthetician practice

When we talk about the "W," we're talking about Weaknesses, which are the areas or aspects of the project that could benefit from refinement.

For an esthetician practice, potential weaknesses could include lack of professional training, limited product selection, inadequate marketing strategy, and lack of customer loyalty.

The opportunities for an esthetician practice

O represents Opportunities in SWOT, referring to the external factors that can be advantageous for the project.

In the case of an esthetician practice, potential opportunities could include offering facials, waxing services, makeup applications, and skincare product retailing.

The threats for an esthetician practice

T represents Threats in SWOT, highlighting the external risks or vulnerabilities that the project needs to be cautious about.

How to create a comprehensive marketing strategy for a cosmetologist?

A marketing strategy is a vital component of a business plan as it specifies how a business will draw in customers and generate income.

An effective marketing plan will enable your esthetician practice to connect with individuals seeking professional and rejuvenating skincare treatments.

Clients won't utilize your esthetician practice without proper promotion; showcasing your expertise, personalized skincare treatments, and relaxing spa services is crucial.

Have you explored marketing approaches to attract clients to your esthetician practice? Consider offering personalized skincare consultations, showcasing before-and-after transformations on social media, and partnering with local beauty salons or spas for referrals.

No need to stress if you're not naturally inclined towards marketing and communication.

How to build a solid financial plan for a cosmetologist?

A successful business plan must include detailed financial information, such as income and expense projections, cash flow statements, and a break-even analysis.

Obviously, you should estimate the projected revenue for your esthetician practice.

It is essential to have a revenue forecast that is both relevant and credible so that your business plan impresses banks or investors.

Our financial plan for an esthetician practice is easy to use and includes built-in checks to help you identify and correct any assumptions, ensuring you create reliable projections with confidence.

It goes without saying that you should create a preliminary budget for launching your esthetician practice. Pay attention to every expense and don't leave any out (our financial plan includes a complete list for your convenience).

The break-even analysis is vital for your financial plan because it tells you if you whether your esthetician practice will generate profits or not.

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How to Write an Esthetician Business Plan in 2024

Whether you're looking to expand your esthetician services, open a new location, or gain an edge over your local competitors, having a detailed esthetician business plan is crucial.

What You Will Learn

We'll go over what you need to do to create a business plan, as well as some tips to help you get started. We've also prepared a free esthetician business plan template to help you.

Jump to The Section You Like

What is an esthetician business plan, key elements of a good esthetician business plan, how do you start your esthetician business plan, sample esthetician business plan pdf.

The plan is a document that outlines the financial, management and marketing aspects of running an esthetician. This includes things like your financing and start-up costs, as well as market research and competitive strategies for growing your business.

You'll want to include an executive summary of the plan itself (more details later), a description of your business, a clear roadmap of how you plan to promote and develop your products and services, and a description of your target market.

You should also include a plan for supporting your estheticians, including your staffing needs and any training or support they will receive.

Market research is essential when creating a business plan for an esthetician or building a luxury day esthetician. When writing your business plan, consider not only your esthetician mission statement and vision but also include clear business goals, marketing strategy, a sample budget, a cash flow statement, and information about current industry trends.

You can review this plan regularly, adjust as needed, and use as a guide to help manage your esthetician, make informed business decisions, and ensure you reach your goals for success.

If you're wondering how to write a business plan for your esthetician or spa business, you're not alone. Much depends on the business's size and location, but they have some elements in common.

They always give an overview, describing your target market and services. They also provide information such as your projected sales and break-even point, plus your marketing strategy for attracting new clients, anticipated esthetician expenses, and overall financial plan.

For new estheticians, you'll want to list any start-up costs and explain how you'll obtain financing. If you are running an existing luxury esthetician buisness, the content of the business plan should show some financial highlights, such as whether you are meeting your goals and your future goals.

Now, let's take a closer look at it all.

Whether you're dealing with potential investors or just planning the next round of equipment purchases and technician training, your esthetician business plan will come in handy.

It gives you a clear picture of the finances and structure of your business, keeps you focused on long-term goals and allows you to keep your mission statement in mind as you review your decisions.

Some key steps you should take are.

Gather information. Check out other estheticians and businesses in your area, research new treatments and esthetician equipment, and decide on your target market (or how to expand into a new market).

Understand the roadblocks. Sit down and list things that may affect your business in terms of cash flow, start-up costs or time and training. Make sure to include these in your budget and financing plan.

Set clear, quantifiable goals. Start by conducting a market analysis to determine the break-even point for each service, and set your goals based on those profits and expenses.

Pro tip: Esthetician management software can help you track your team's performance and progress toward these goals (and more).

Find your niche: What makes your esthetician unique, especially among all the other businesses? If you can offer unique selling points that appeal to certain clients (such as anti-aging treatments, facials or sports massage), then come up with a marketing plan to reach those clients.

Save time with free templates. There are tons of esthetician business plan examples and free templates online, and using these templates has its benefits. You can save a lot of time (and stress) by simply tweaking a pre-made business plan template instead of creating an entirely new business plan from scratch.

Consult a professional . This is as true for someone creating a business plan for a large esthetician business as it is for someone running a small, comfortable solo esthetician business. The more professional everything looks, the better.

Hiring a consultant to go over the plan outline, financial highlights and even help you write your mission statement and marketing plan can make a big difference, especially if you plan to use it to secure funding and attract potential investors.

Here are some examples of what you'll want to include in your esthetician's business plan.

This is where you will make your first impression on potential investors and others who will help manage or operate your esthetician. Make sure it has.

• Your esthetician's business name (and your logo)
• Your contact information

Table of Contents

Every business plan should be organized, and your table of contents will help with this. Break everything down clearly into sections to make it easier to find.

Executive Summary

First impressions are critical, especially when you are trying to get funding. A clear and concise executive summary will go a long way. Be sure to include.

• Your esthetician's mission statement (this should outline your goals as a business and your plan to achieve them).
• Your vision statement (this is where you want your esthetician business to be in the future, even years down the road).
• Business Overview (outline the concept of your esthetician salon - for example, is it a chic solo esthetician buisness, a medical esthetician focused on specialized treatments, or a combination of different elements? (Then, briefly describe what is planned.)
• Critical Success Factors (What do you need to launch your esthetician business and keep it going strong?)

Business Description

Briefly describe your business and services. Be sure to include.

• Details about your location
• Current treatments offered (and any new treatments you hope to offer your clients)
• Staffing details (such as the number of technicians and support staff)
• A breakdown of your market research and competition (including how you differ from these estheticians or businesses)

Target Market

Explain who your target customers are and why. Think about it.

• Which demographics each service appeals to
• Do these people live, study or work nearby
• Why you chose them (estheticians often base future decisions such as technician training, product sales, equipment and décor on their client base)
• What the average client wants/needs (and how you can help them)
• How are you different from other estheticians in the area?

Consider conducting a SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) of your esthetician business to better understand all of this as you write your plan.

Competitive Analysis

Understand the market you are about to enter and how you can succeed in it.

• Who are your competitors?
• Where are their spa and salons located? Are they in the neighborhood?
• What services do you have in common?
• How are you different?
• How do your costs and prices compare?
• Will you compete for the same client base?
• How will you attract new customers and keep them coming?

Management Plan

Your esthetician management plan explains exactly how everything will work, including.

• Management structure (this can be more basic if you're only running a small med esthetician salon, or more complex if it's a large multi-location chain).
• Management strategy (including important goals, metrics to be met and projections for future success and how you will achieve them)
• Senior staffing needs (how many people you need and their roles)

Products and Services

This information will help potential investors (and executives) understand your esthetician business sales and revenues, as well as projected expenses and profit margins. Please be sure to include it.

• All products you will use on clients during treatment
• Your retail products
• Each service you offer

It's a good idea to detail here the prices for each item on the list, as well as their costs and profit margins.

Do not miss our post on esthetician business cards .

Marketing Plan

How will you reach new clients and expand your client base? What is your advertising plan, including costs? This can be a general outline, but make sure you've done some research behind the scenes and have a solid plan in place.

Include the following.

• Your esthetician's marketing strategy (how you will reach new clients)
• Any sales and promotion plans (how you will drive sales and retain/reward clients)
• Your advertising strategy (this can include your low-cost and no-cost methods, such as newsletters or social media, as well as paid advertising for your esthetician business)
• Define your brand and its image

This applies to the treatments you offer and the products you sell, including.

• How you intend to introduce and market these products
• Why these services/products will benefit and attract clients
• Your sales goals and targets
• Your expected revenue from esthetician services and retail
• Cost estimates and financing plans for staff training or equipment purchases

Financial Plan

This will explain your esthetician business start-up costs and your plan to begin making a profit as soon as possible, or the costs and funding needed for any expansion/improvements, as well as the projected profit. Make sure you have included:

• Financial statements (especially your income statement)
• Your assumptions (projected costs and the funds needed to cover them)
• Projected profits and losses, and what your break-even point is
• Your esthetician business balance sheet (also known as "book value", which explains the actual value of the existing business)
• A breakdown of all amounts owed, including loans and debts

It's a good idea to have a professional look at these numbers before making a final plan. They can double-check for discrepancies and provide useful advice.

We recommend you to check out our post on esthetitian logo .

Operations Plan

This plan outlines how your esthetician will operate, including.

Primary Location

A breakdown of the management structure.

Additional Information

You should add any additional information here that you feel would be important to potential investors or management. For example.

• Other Documents
• Policies and Statements

If you need to mention these in the main part of the plan, you can put these documents in the appendix at the end.

Do not miss our post on esthetician equipment list .

We know that creating a business plan for your esthetician business can take up a lot of time, and hiring a professional to write the entire plan can be expensive. We have tried to help you by creating a free template that you can use and modify as needed.

Opening a new esthetician business or running an existing one takes a lot of time and effort, but having a plan can make it easier. A business plan provides a roadmap for you and your team to check your progress, brainstorm ideas, and make decisions along the way.

Creating your esthetician business plan doesn't have to be stressful. With the right planning, it can be a rewarding process that helps you set new goals and determine the best strategy for achieving them.

Your free esthetician business plan template will look like this.

How to write a great business plan https://ieeexplore.ieee.org/iel3/46/14446/00660335.pdf

The successful business plan: secrets & strategies https://books.google.com/books?hl=en&lr=&id=hp

How to write a business plan https://books.google.com/books?hl=en&lr=&id=jFFCGKTjQ4MC&oi=fnd&pg=PR5&dq=business+plan&ots=5lkUASJ0Fg&sig=xnE0G_SfvfLXhAbuuKOpG67UIqo

About the author Bartek Kulasza

Bartek Kulasza creates informative content that focuses on efficient business management. He covers salon software, marketing and sales, budgeting and reporting, salon design and equipment, inventory management, growing customer base, helping businesses optimize operations, enhancing customer experience, and increasing profitability.

• Esthetician Business Plan

How To Create the Ultimate Spa Business Plan

Building your ultimate spa business means figuring out your brand, audience, and services. Picking the right software matters for both initial and prolonged success.

Ramp Up Your Revenue With the Ultimate Spa Business Plan

There is no time like the present to start a spa business. Although creating your spa business plan might feel like a daunting task, AestheticsPro is here to let you know that crafting the ultimate spa business plan can be done, and we can help you figure it out. From creating your own unique brand to coordinating your services, you can get your spa off to a great start by forming and sticking to a plan.

Create Your Brand

Before you do anything else, think about how you want to present your spa. What is its brand? What do you wish to convey to potential clients? Is your spa more upscale or low-key? How you visually present your vibe matters, so consider your brand while building your spa business plan or medical spa business plan. Start by picking a relevant and catchy name. This name should reflect your target clientele, and it can also reference your community or family name. From there, you will want to select your typography and logo for visual cues, then think about how you will integrate photography and a color palette.

Determine Which Services You'll Offer and What Equipment You'll Need

• - Body treatments (including hair removal and skincare)
• - Skin care (makeup included)
• - Massage care

Hone In on Your Target Audience

Who are you really catering to? Who is your ideal client? Consider what will attract the right client. What is in demand right now? Massages are popularly sought-after by clients, and the majority of spa-goers tend to get them at least once a year. Look around at the vast spa industry for clues to who goes to spas. AmSpa reports that men account for around 10% to 20% of all cosmetic treatments. Men are going to spas more and more, and they are certainly worth integrating into your target audience.

Market Your Spa

How you market your spa matters. Jumping on social media on occasion just won't cut it - you need to be strategic and consistent. Marketing is psychologically-based and multi-faceted. Used properly, social media platforms are a great way to start off, and they can help you get some initial promotions noticed by the general public. Using a lead generator, like the Lead Generator API offered by AestheticsPro , on your site along with social media and email marketing makes it easy for leads to request more information. You can include a special promotion discount or package deal for those who subscribe to your newsletter. According to recent studies, 85% of consumers trust print ads the most when making a purchasing decision. Print marketing has not yet gone out of style, but you need to factor in the cost of it versus online marketing. Do not rule print marketing out entirely from your aesthetic spa business plan.

Select the Software You Will Need

AestheticsPro offers a wide range of software options for your spa. Client management tools lets you easily access client information and share knowledge among your team. You can coordinate the scheduling of rooms, equipment, and services with service and scheduling management tools. You can also utilize revenue boosting features such as gift cards, packages, loyalty points, and rewards and referrals. No matter which features you use within a software application, you will find that software designed specifically for the medical spa industry will save you time and money while keeping you compliant and organized. If you're stuck, contact AestheticsPro . Check out our demo and look at a med spa business plan sample. Building a business plan for a spa can be accomplished without a lot of hassle, and we are here to help you.

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Aesthetics Business

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How to Start an Aesthetics Business

Written by: Carolyn Young

Carolyn Young is a business writer who focuses on entrepreneurial concepts and the business formation. She has over 25 years of experience in business roles, and has authored several entrepreneurship textbooks.

Edited by: David Lepeska

David has been writing and learning about business, finance and globalization for a quarter-century, starting with a small New York consulting firm in the 1990s.

Published on July 22, 2023 Updated on March 13, 2024

Investment range

$87,600 - $152,500

Revenue potential

$499,200 - $1,248,000 p.a.

Time to build

6 – 12 months

Profit potential

$124,800 - $312,000 p.a.

Industry trend

An aesthetics business offers non-invasive aesthetics procedures, such as Botox injections or chemical peels, medical aesthetics procedures, such as body contouring or breast augmentations, or both. 

If you are not a medical professional, the non-medical aesthetics market alone is worth more than $60 billion globally, so it offers a huge opportunity. If you’re a medical professional, the market size for medical aesthetics market is nearly double that size.

In any case, starting an aesthetics business can lead to nice profits.

But before you start taking certification courses, you’ll need to understand the aesthetics business. Luckily, this step-by-step guide details all the business insights you need to achieve aesthetics success. 

Looking to register your business? A limited liability company (LLC) is the best legal structure for new businesses because it is fast and simple.

Form your business immediately using ZenBusiness LLC formation service or hire one of the Best LLC Services .

Step 1: Decide if the Business Is Right for You

Pros and cons.

• Large and growing market
• Good profit potential
• Help people with their self-image
• Competitive industry
• Training required

Aesthetics industry trends

Industry size and growth.

Non-invasive aesthetics

• Industry size and past growth – The global non-invasive aesthetic treatment industry was worth $61.2 billion in 2022.(( https://www.grandviewresearch.com/industry-analysis/non-invasive-aesthetic-treatment-market#:~:text=The%20global%20non%2Dinvasive%20aesthetic,15.40%25%20from%202023%20to%202030. ))
• Growth forecast – The global non-invasive aesthetic treatment industry is projected to grow 15.4% annually through 2030.

Medical aesthetics

• Industry size and past growth – The global aesthetic medicine industry was worth $112 billion in 2022.(( https://www.grandviewresearch.com/industry-analysis/medical-aesthetics-market ))
• Growth forecast – The global aesthetic medicine industry is projected to grow 14.7% annually through 2030.

Trends and challenges

• Regenerative aesthetic procedures that reverse damage caused by aging are advancing.
• The stigma attached to having aesthetics procedures has steadily been decreasing, boosting the popularity of aesthetic treatments.
• Some controversy exists about non-medical professionals performing aesthetic treatments.
• The entire aesthetics industry has received some negative press regarding questionable ethics and patient care.

Demand hotspots

• Most popular states – The most popular states for aestheticians are Washington, Maryland, and Connecticut. (( https://www.zippia.com/esthetician-jobs/best-states/ ))
• Least popular states – The least popular states for aestheticians are Indiana, Kentucky, and Nebraska.

What kind of people work in aesthetics?

• Gender 94% of aestheticians are female, while 6% are male. (( https://www.zippia.com/esthetician-jobs/demographics/ ))
• Average level of education – The average aesthetician has a bachelor’s degree.
• Average age – The average aesthetician in the US is 34.9 years old.

How much does it cost to start an aesthetics business?

Startup costs for an aesthetics business range from $90,000 to $150,000. Costs include training, space rental and preparation, equipment and inventory, and an operating budget.

You’ll need a handful of items to successfully launch your aesthetics business, including: 

• Beds and chairs for procedures
• Injectable tools
• Magnifying lamp
• Microdermabrasion machines
• Laser equipment
• Sterilization equipment
• Storage equipment for fillers

How much can you earn from an aesthetics business?

How much you charge will vary by treatment, but the average client will likely pay about $800 per visit. Your profit margin after all costs should be about 25%.

In your first year or two, you might have 12 clients per week, bringing in $499,200 in revenue. This would mean $124,800 in profit, assuming that 25% margin. 

As you gain traction, you might have 30 clients per week. With annual revenue of $1,248,000, you’d make a tidy profit of $312,000.

What barriers to entry are there?

There are a few barriers to entry for an aesthetics business. Your biggest challenges will be:

• Getting the required training
• Funding the startup costs
• Breaking into a competitive market

Related Business Ideas

How to Start a Makeup Business

How to Start a Skincare Business

How to Start a Microblading Business

Step by Step Business values real-life experience above all. Through our  Entrepreneur Spotlight Series , we interview business leaders from diverse industries, providing readers with firsthand insights.

Explore Andrea Collins’ skincare insights in our interview – a must-read for anyone passionate about beauty and wellness.

Step 2: Hone Your Idea

Now that you know what’s involved in starting an aesthetics business, it’s a good idea to hone your concept in preparation to enter a competitive market. 

Market research could give you the upper hand even if you’ve got the perfect product. Conducting robust market research is crucial, as it will help you better understand your customers, your competitors, and the broader business landscape.

Analyze your competitors 

Research aesthetics businesses in your area to examine their products/services, price points, and customer reviews.

• Make a list of businesses that offer similar products or services. 
• Review your competitors’ products and services – their features, pricing, and quality – and marketing strategies
• Check out their online reviews and ratings on Google, Yelp, and Facebook to get an idea of what their customers like and dislike.
• Identify your competitors’ strengths and weaknesses. 

This should identify areas where you can strengthen your business and gain a competitive edge to make better business decisions.

Why? Identify an opportunity

You’re looking for a market gap to fill. For instance, maybe the local market is missing an aesthetics business that caters to men, or that specializes in regenerative injectables.

You might consider targeting a niche, such as Botox or body contouring.

This could jumpstart your word-of-mouth marketing and attract clients right away. 

What? Determine your aesthetics services

If you have a non-invasive aesthetics business, you can still offer a wide variety of services including:

• Body contouring
• Skin resurfacing
• Dermal fillers
• Chemical peels
• Laser skin treatments
• Traditional hair removal
• Laser hair removal

How much should you charge for aesthetics treatments?

Your prices will depend on market prices in your area, but also on your costs of doing business.

Once you know your costs, use this our profit margin calculator to determine your mark-up and final price points. Remember, the prices you use at launch should be subject to change if warranted by the market.

Who? Identify your target market

Even younger people are opting for aesthetics treatments these days, so you should spread out your marketing to include TikTok, Instagram, and Facebook.

Where? Choose a location for your aesthetics business

You’ll need to rent out a space for your aesthetics business. You can find commercial space to rent in your area on sites such as Craigslist , Crexi , and Instant Offices .

When choosing a commercial space, you may want to follow these rules of thumb:

• Central location accessible via public transport
• Ventilated and spacious, with good natural light
• Flexible lease that can be extended as your business grows
• Ready-to-use space with no major renovations or repairs needed

Step 3: Brainstorm an Esthetician Business Name

Your business name is your business identity, so choose one that encapsulates your objectives, services, and mission in just a few words. You probably want a name that’s short and easy to remember, since much of your business, and your initial business in particular, will come from word-of-mouth referrals.

Here are some ideas for brainstorming your business name:

• Short, unique, and catchy names tend to stand out
• Names that are easy to say and spell tend to do better 
• Name should be relevant to your product or service offerings
• Ask around — family, friends, colleagues, social media — for suggestions
• Including keywords, such as “aesthetics” or “non-invasive aesthetics”, boosts SEO
• Name should allow for expansion, for ex: “Infinite Horizons Aesthetics” and “Nova Spectrum Beauty Solutions“ over “LustrousLash Lounge” and “SkinPure HydraFacial Spa”
• Avoid location-based names that might hinder future expansion
• Use online tools like the Step by Step Business Name Generator . Just type in a few keywords and hit “generate” and you’ll have dozens of suggestions at your fingertips.

Once you’ve got a list of potential names, visit the website of the US Patent and Trademark Office to make sure they are available for registration and check the availability of related domain names using our Domain Name Search tool. Using “.com” or “.org” sharply increases credibility, so it’s best to focus on these. 

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Finally, make your choice among the names that pass this screening and go ahead and reserve your business name with your state, start the trademark registration process, and complete your domain registration and social media account creation. 

Your business name is one of the key differentiators that sets your business apart. Once you pick a name, reserve it and start with the branding, it’s hard to switch to a new name. So be sure to carefully consider your choice before moving forward. 

Step 4: Create an Esthetician Business Plan

Every business needs a plan. This will function as a guidebook to take your startup through the launch process and maintain focus on your key goals. A business plan also enables potential partners and investors to better understand your company and its vision:

• Executive Summary: Provide a brief overview of your aesthetics business, highlighting its unique selling points and goals.
• Business Overview: Introduce your aesthetics business, explaining the types of services you’ll offer, such as skincare treatments, makeup services, or cosmetic procedures.
• Product and Services: Detail the specific services you’ll provide, including descriptions, pricing, and any product lines you plan to sell.
• Market Analysis: Analyze the demand for aesthetics services in your target market, considering factors like demographics, trends, and potential competitors.
• Competitive Analysis: Identify and assess competitors in the aesthetics industry, discussing their services, pricing, and customer reviews, and explain how your business will differentiate itself.
• Sales and Marketing: Describe your strategies for attracting clients, which may include online marketing, partnerships with beauty influencers, and promotions.
• Management Team: Highlight your qualifications and those of any team members, emphasizing their expertise in aesthetics, skincare, or related fields.
• Operations Plan: Explain how your aesthetics business will run day-to-day, covering topics like appointment scheduling, sanitation protocols, and inventory management.
• Financial Plan: Provide financial projections, including revenue estimates, operating costs, profit margins, and startup expenses, demonstrating the business’s financial viability.
• Appendix: Include relevant documents such as licensing information, certifications, before-and-after photos (with consent), and any partnerships with skincare product suppliers for credibility and compliance.

If you’ve never created a business plan, it can be an intimidating task. You might consider hiring a business plan specialist to create a top-notch business plan for you.

Step 5: Register Your Business

Registering your business is an absolutely crucial step — it’s the prerequisite to paying taxes, raising capital, opening a bank account, and other guideposts on the road to getting a business up and running.

Plus, registration is exciting because it makes the entire process official. Once it’s complete, you’ll have your own business! 

Choose where to register your company

Your business location is important because it can affect taxes, legal requirements, and revenue. Most people will register their business in the state where they live, but if you are planning to expand, you might consider looking elsewhere, as some states could offer real advantages when it comes to aesthetics businesses. 

If you’re willing to move, you could really maximize your business! Keep in mind, it’s relatively easy to transfer your business to another state. 

Choose your business structure

Business entities come in several varieties, each with its pros and cons. The legal structure you choose for your aesthetics business will shape your taxes, personal liability, and business registration requirements, so choose wisely. 

Here are the main options:

• Sole Proprietorship – The most common structure for small businesses makes no legal distinction between company and owner. All income goes to the owner, who’s also liable for any debts, losses, or liabilities incurred by the business. The owner pays taxes on business income on his or her personal tax return.
• General Partnership – Similar to a sole proprietorship, but for two or more people. Again, owners keep the profits and are liable for losses. The partners pay taxes on their share of business income on their personal tax returns.
• Limited Liability Company ( LLC ) – Combines the characteristics of corporations with those of sole proprietorships or partnerships. Again, the owners are not personally liable for debts. Here’s how to form an LLC .
• C Corp – Under this structure, the business is a distinct legal entity and the owner or owners are not personally liable for its debts. Owners take profits through shareholder dividends, rather than directly. The corporation pays taxes, and owners pay taxes on their dividends, which is sometimes referred to as double taxation.  Read how to start a corporation here .
• S Corp – An S-Corporation refers to the tax classification of the business but is not a business entity. An S-Corp can be either a corporation or an LLC , which just need to elect to be an S-Corp for tax status. In an S-Corp, income is passed through directly to shareholders, who pay taxes on their share of business income on their personal tax returns.

We recommend that new business owners choose LLC as it offers liability protection and pass-through taxation while being simpler to form than a corporation. You can form an LLC in as little as five minutes using an online LLC formation service. They will check that your business name is available before filing, submit your articles of organization , and answer any questions you might have. 

Form Your LLC

Choose Your State

We recommend ZenBusiness as the Best LLC Service for 2024

Step 6: Register for Taxes

The final step before you’re able to pay taxes is getting an Employer Identification Number , or EIN. You can file for your EIN online or by mail or fax: visit the IRS website to learn more. Keep in mind, if you’ve chosen to be a sole proprietorship you can simply use your social security number as your EIN. 

Once you have your EIN, you’ll need to choose your tax year. Financially speaking, your business will operate in a calendar year (January–December) or a fiscal year, a 12-month period that can start in any month. This will determine your tax cycle, while your business structure will determine which taxes you’ll pay.

The IRS website also offers a tax-payers checklist , and taxes can be filed online.

It is important to consult an accountant or other professional to help you with your taxes to ensure you are completing them correctly.

Step 7: Fund your Business

Securing financing is your next step and there are plenty of ways to raise capital:

• Bank loans: This is the most common method but getting approved requires a rock-solid business plan and strong credit history.
• SBA-guaranteed loans: The Small Business Administration can act as guarantor, helping gain that elusive bank approval via an SBA-guaranteed loan .
• Government grants: A handful of financial assistance programs help fund entrepreneurs. Visit Grants.gov to learn which might work for you.
• Venture capital: Venture capital investors take an ownership stake in exchange for funds, so keep in mind that you’d be sacrificing some control over your business. This is generally only available for businesses with high growth potential.
• Angel investors: Reach out to your entire network in search of people interested in investing in early-stage startups in exchange for a stake. Established angel investors are always looking for good opportunities. 
• Friends and Family: Reach out to friends and family to provide a business loan or investment in your concept. It’s a good idea to have legal advice when doing so because SEC regulations apply.
• Crowdfunding: Websites like  Kickstarter  and  Indiegogo  offer an increasingly popular low-risk option, in which donors fund your vision. Entrepreneurial crowdfunding sites like  Fundable  and  WeFunder  enable multiple investors to fund your business.
• Personal: Self-fund your business via your savings or the sale of property or other assets.

Bank and SBA loans are probably the best option, other than friends and family, for funding an aesthetics business. You might also try crowdfunding if you have an innovative concept.  

Step 8: Apply for Licenses/Permits

Starting an aesthetics business requires obtaining a number of licenses and permits from local, state, and federal governments.

Some states require a special license for an aesthetics business, and for aestheticians. Check with your state for requirements.

Federal regulations, licenses, and permits associated with starting your business include doing business as (DBA), health licenses and permits from the Occupational Safety and Health Administration ( OSHA ), trademarks, copyrights, patents, and other intellectual properties, as well as industry-specific licenses and permits. 

You may also need state-level and local county or city-based licenses and permits. The license requirements and how to obtain them vary, so check the websites of your state, city, and county governments or contact the appropriate person to learn more. 

You could also check this SBA guide for your state’s requirements, but we recommend using MyCorporation’s Business License Compliance Package . They will research the exact forms you need for your business and state and provide them to ensure you’re fully compliant.

This is not a step to be taken lightly, as failing to comply with legal requirements can result in hefty penalties.

If you feel overwhelmed by this step or don’t know how to begin, it might be a good idea to hire a professional to help you check all the legal boxes.

Step 9: Open a Business Bank Account

Before you start making money, you’ll need a place to keep it, and that requires opening a bank account .

Keeping your business finances separate from your personal account makes it easy to file taxes and track your company’s income, so it’s worth doing even if you’re running your aesthetics business as a sole proprietorship. Opening a business bank account is quite simple, and similar to opening a personal one. Most major banks offer accounts tailored for businesses — just inquire at your preferred bank to learn about their rates and features.

Banks vary in terms of offerings, so it’s a good idea to examine your options and select the best plan for you. Once you choose your bank, bring in your EIN (or Social Security Number if you decide on a sole proprietorship), articles of incorporation, and other legal documents and open your new account. 

Step 10: Get Business Insurance

Business insurance is an area that often gets overlooked yet it can be vital to your success as an entrepreneur. Insurance protects you from unexpected events that can have a devastating impact on your business.

Here are some types of insurance to consider:

• General liability: The most comprehensive type of insurance, acting as a catch-all for many business elements that require coverage. If you get just one kind of insurance, this is it. It even protects against bodily injury and property damage.
• Business Property: Provides coverage for your equipment and supplies.
• Equipment Breakdown Insurance: Covers the cost of replacing or repairing equipment that has broken due to mechanical issues.
• Worker’s compensation: Provides compensation to employees injured on the job.
• Property: Covers your physical space, whether it is a cart, storefront, or office.
• Commercial auto: Protection for your company-owned vehicle.
• Professional liability: Protects against claims from a client who says they suffered a loss due to an error or omission in your work.
• Business owner’s policy (BOP): This is an insurance plan that acts as an all-in-one insurance policy, a combination of the above insurance types.

Step 11: Prepare to Launch

As opening day nears, prepare for launch by reviewing and improving some key elements of your business. 

Essential software and tools

Being an entrepreneur often means wearing many hats, from marketing to sales to accounting, which can be overwhelming. Fortunately, many websites and digital tools are available to help simplify many business tasks.  

You may want to use industry-specific software, such as  Vagaro , RepeatMD , or AestheticsPro , to manage your client records, appointments, marketing, and payments. 

• Popular web-based accounting programs for smaller businesses include Quickbooks , Freshbooks , and Xero . 
• If you’re unfamiliar with basic accounting, you may want to hire a professional, especially as you begin. The consequences for filing incorrect tax documents can be harsh, so accuracy is crucial.

Create a website

Website development is crucial because your site is your online presence and needs to convince prospective clients of your expertise and professionalism. You can create your own website using services like WordPress, Wix, or Squarespace . This route is very affordable, but figuring out how to build a website can be time-consuming. If you lack tech-savvy, you can hire a web designer or developer to create a custom website for your business.

Your customers are unlikely to find your website, however, unless you follow Search Engine Optimization (SEO) practices. SEO will help your website appear closer to the top in relevant search results, a crucial element for increasing sales. 

Make sure that you optimize calls to action on your website. Experiment with text, color, size, and position of calls to action such as “Book Now”. This can sharply increase purchases. 

Online Marketing

Here are digital marketing strategies to elevate your aesthetics business:

• Social Media Engagement: Leverage visual platforms like Instagram and Pinterest to showcase your work, engage with your audience through stories, and use targeted hashtags to increase visibility.
• Collaborate with Influencers: Partner with local beauty influencers or micro-influencers to reach a broader audience, gain credibility, and generate buzz around your aesthetics services.
• Limited-Time Promotions: Create a sense of urgency by offering limited-time promotions on specific services, encouraging potential clients to take advantage of exclusive deals.
• Client Referral Program: Implement a referral program where existing clients receive incentives for referring new customers, fostering loyalty and expanding your customer base.
• Educational Content: Position yourself as an industry expert by sharing informative content on social media or through blog posts, addressing common concerns and showcasing your knowledge in aesthetics.
• Participate in Local Events: Attend or sponsor local events, such as health and wellness fairs or beauty expos, to connect with the community, offer on-site demonstrations, and distribute promotional materials.
• Online Reviews Management: Encourage satisfied clients to leave positive reviews on platforms like Google My Business and Yelp, enhancing your online reputation and attracting potential customers.
• Targeted Local Advertising: Utilize geo-targeted online advertising to reach potential clients in your local area, ensuring your marketing efforts are focused on the audience most likely to engage with your services.
• Cross-Promotions with Complementary Businesses: Partner with nearby salons, spas, or fitness centers for cross-promotional activities, such as bundled service packages or shared promotional materials, to tap into each other’s client base.
• Personalized Loyalty Programs: Implement a loyalty program that rewards clients for repeat business, offering discounts, exclusive perks, or personalized services for long-term customer retention.

Focus on USPs

Unique selling propositions, or USPs, are the characteristics of a product or service that sets it apart from the competition. Customers today are inundated with buying options, so you’ll have a real advantage if they are able to quickly grasp how your aesthetics business meets their needs or wishes. It’s wise to do all you can to ensure your USPs stand out on your website and in your marketing and promotional materials, stimulating buyer desire. 

Global pizza chain Domino’s is renowned for its USP: “Hot pizza in 30 minutes or less, guaranteed.” Signature USPs for your aesthetics business could be:

• Enhance Your Natural Beauty with Our Tailored Aesthetic Solutions.
• Experience Luxurious Aesthetics That Transcend Expectations.
• Unlock Your True Radiance with Cutting-Edge Aesthetic Innovations.

You may not like to network or use personal connections for business gain. But your personal and professional networks likely offer considerable untapped business potential. Maybe that Facebook friend you met in college is now running an aesthetics business, or a LinkedIn contact of yours is connected to dozens of potential clients. Maybe your cousin or neighbor has been working in aesthetics for years and can offer invaluable insight and industry connections. 

The possibilities are endless, so it’s a good idea to review your personal and professional networks and reach out to those with possible links to or interest in aesthetifcs. You’ll probably generate new customers or find companies with which you could establish a partnership. 

Step 12: Build Your Team

If you’re starting out small from a home office, you may not need any employees. But as your business grows, you will likely need workers to fill various roles. Potential positions for an aesthetics business include:

• Receptionist – take calls, greet clients, make appointments
• Aestheticians – perform aesthetic treatments
• Office Manager – accounting, inventory management, scheduling

At some point, you may need to hire all of these positions or simply a few, depending on the size and needs of your business. You might also hire multiple workers for a single role or a single worker for multiple roles, again depending on need. 

Free-of-charge methods to recruit employees include posting ads on popular platforms such as LinkedIn, Facebook, or Jobs.com. You might also consider a premium recruitment option, such as advertising on Indeed , Glassdoor , or ZipRecruiter . Further, if you have the resources, you could consider hiring a recruitment agency to help you find talent. 

Step 13: Run an Aesthetics Business – Start Making Money!

How wonderful would it be to help people improve their self-image and self-confidence? You’d also be making a pretty penny in a large and growing market. An aesthetics business has unlimited potential, and you could even expand to new locations.

Now that you have the business know-how, you’re ready to become an aesthetics entrepreneur!

• Aesthetics Business FAQs

Yes, an aesthetics business can be profitable. The profitability of an aesthetics business depends on various factors such as location, target market, quality of services offered, pricing, and effective marketing strategies. The demand for aesthetic services has been growing steadily in recent years, indicating a potential for profitability.

During a typical day at an aesthetics business, activities include welcoming and assisting clients, conducting consultations, performing aesthetic procedures, providing skincare advice, maintaining cleanliness and organization, managing inventory, staying updated with industry trends, and engaging in marketing activities.

The growth potential of an aesthetics business is significant due to the increasing demand for aesthetic services driven by factors such as personal grooming awareness, evolving beauty standards, advancements in aesthetic technologies, the aging population, and the desire for non-invasive cosmetic procedures.

An aesthetics business falls under the beauty and wellness industry, offering non-surgical cosmetic procedures and services to enhance the appearance and well-being of clients. It can take the form of medical spas, skin clinics, beauty salons, or specialized aesthetic centers.

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• Decide if the Business Is Right for You
• Hone Your Idea
• Brainstorm an Esthetician Business Name
• Create an Esthetician Business Plan
• Register Your Business
• Register for Taxes
• Fund your Business
• Apply for Licenses/Permits
• Open a Business Bank Account
• Get Business Insurance
• Prepare to Launch
• Build Your Team
• Run an Aesthetics Business - Start Making Money!

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Aesthetics Business Management Ideas for Your Business Plan

by Paige Rueckert

Senior Vertical Marketing Manager at Weave

Interested in starting your own medical aesthetics business? If so, you’re making a wise choice. Aesthetic procedures, such as laser treatments, hair removal, and dermal fillers, have risen rapidly in popularity over the past few years. 

Today, the medical aesthetics industry employs more than 70,000 people, and the average med spa pulls in nearly  $2 million  in revenue per year.

Before you open your doors, you need an ironclad medical aesthetics business plan to guide you along the way. Here’s what your medical aesthetics business plan should include.

Aspects of an Aesthetics Business Management Plan

If you’re wondering how to open a Botox clinic or other type of med spa, you simply can’t go without a medical aesthetics business plan. Failing to make a business plan is like flying an airplane without any instruments. You may cruise smoothly for a while, but sooner or later, you’re bound to hit turbulence that’ll knock you off course.

Below, you’ll learn about the most important aspects to include in your medical spa business plan.

As a new business owner, it’s smart to consider how you’ll market your aesthetic services. Before you start throwing money at advertising, do some market research to figure out your ideal clients first.

For instance, you could target clients who are:

• College-educated
• High-income
• High achievers in their career field

Once you’ve nailed down your target market, think about the marketing strategy you’ll use to attract them. Ask yourself: Where does your ideal patient like to hang out online (Facebook, Instagram, Reddit, etc.)? What are their hobbies? What type of advertising and marketing plan do they respond to?

Now that you know more about your target clients, you’re ready to spread the word about your medical aesthetics practice. Digital marketing and offline advertising options for your medical spa include:

• Buying PPC (pay-per-click) ads on Google and other search engines
• Running social media ad campaigns
• Email marketing
• Writing guest blog posts for high-traffic websites to drive some of that traffic to your own site via backlinks
• Placing ads in local newspapers and magazines
• Sending flyers to the mailboxes of prospective patients

If you’re unsure what to say in your advertising, try offering a discount on medical aesthetic treatments. Your call-to-action message could be something like “Get 10% off your first hair removal treatment.”

Human Resources

Your business plan should include a human resources plan even if your medical spa hasn’t hired a full team yet. This plan will guide your aesthetic practice when you start the hiring process, and it’s also a must-have for good investor relations. Investors will want to know about your corporate culture and payroll administration costs before they commit to your new company.

To make an HR plan, medical aesthetic practices can follow this general outline:

• Think about what your HR department will need.
• Decide how you’ll recruit talent.
• Write down your performance standards.
• Develop a training program for new employees.

In the HR section of your business plan, include aspects such as:

• Payscale:  How much will you pay aesthetic clinic staff? You can look up average market salaries for different roles on sites such as  Payscale  and  Salary.com .
• Insurance:  Will you offer your employees health and dental insurance? Individual insurance is expensive, but some insurance companies may be willing to give you a bulk rate.
• Vacation time:  How much vacation time will you give to employees? Vacation time can be an appealing benefit, so consider offering a generous number of vacation days to attract top-tier talent.
• Other benefits:  What other benefits will you offer? Benefits employees look for include paid time off (PTO), floating holidays, a 401(k), and life insurance.

When making your business plan, include a five-year financial outlook that covers cash flow, balance sheets, and your income statement. For your first year of operation, you should break your financial statement down by month or quarter. You can use an annual statement for every year after that.

Your financial statement should include each of the following items.

Cash flow statements help you figure out how much money you’ll need to start your business and keep it profitable. Consider:

• Start-up expenses, such as permits, licenses, and office supplies
• Business insurance
• Salaries for each nurse, medical professional, and aesthetic practitioner

Balance Sheets

Your balance sheet should document your assets and liabilities. Think of assets as investments that will generate profits for you in the future. Liabilities include money that you owe to other parties and have to pay back.

Income Statement

Also called a profit and loss statement, an income statement shows whether or not you turned a profit.

Small Business Aesthetic Equipment

What equipment will medical practitioners need at your aesthetics clinic? It’s tempting to go overboard and buy as much equipment as you can afford, but it may be smarter to only stick to the essentials at first.

A few essential pieces of equipment to purchase include:

• Sterilizing equipment:  Tools you use in aesthetic medicine can infect a potential patient if you don’t sanitize them properly. That’s why you simply can’t go without sterilizing equipment at your medical aesthetics business.
• Injectable tools:  Will your clinic offer dermal fillers, hair loss treatments, or Botox? If so, you’ll need to buy needles or cannulas (blunt-tipped injection devices). Ask your plastic surgeons and physician assistants which type to buy if you’re unsure.
• Laser equipment:  Buying laser equipment allows your clinic to offer minimally invasive treatments such as tattoo removal, cellulite removal, acne treatment, and skin resurfacing.
• Office Equipment : On top of the Aesthetic specific tools and equipment, don’t forget any traditional office you might need for daily operations. Phones, scheduling software, texting, patient intake forms, etc. These basic tools are essential to the success of your business, but can be costly. Consider a bundled solution like Weave’s Aesthetics Phones and Software to not only save money but earn more money by attracting and retaining customers.
• Other equipment:  This includes equipment such as massage tables, facial steamers, magnifying lamps, and microdermabrasion machines.

Practices that use Weave can save 15+ hours a week.

Weave helps you attract more customers, keep them engaged, and retain loyalty by creating a great patient experience, all while making you and your staff's lives easier.

Starting a medical aesthetics clinic can be lucrative and rewarding, but don’t forget about compliance. If you don’t include compliance in your plan, you run the risk of your medical practice breaking local and state laws.

Failure to adhere to compliance laws can subject you to consequences such as losing your good standing, paying penalties and fines, and losing limited liability protection, which means a court could order you to use your personal assets to pay off debts.

Laws, regulations, and business requirements vary greatly depending on where you’ve set up shop. In general, though, you’ll need to:

• Pay your employees on time
• Protect your computers and software from unauthorized access
• Keep accurate records
• File and pay taxes on time
• Handle sensitive data appropriately to avoid violating HIPAA (Health Insurance Portability and Accountability Act) rules

Client Journey & Experience

The client journey describes how potential patients interact with your brand at different stages. This journey has five stages you’ll need to plan for.

• Awareness:  In this stage, potential clients realize they have a problem (such as acne scars or unsightly hair they’d like to remove).
• Consideration:  Patients realize they need a service or product and begin to compare different businesses or brands.
• Decision:  At the decision stage, patients have picked a solution and are ready to schedule service.
• Retention:  Patients have spent money with you and decide to remain with your company rather than choose another.
• Loyalty:  Patients actively promote your business to their family and friends.

You should have a plan to guide clients through each stage of their journey. Blog posts, how-to guides, and promotions are effective tools that can encourage new patients to buy from and stay loyal to your business.

To learn more about best practices for med spas, download our  Med Spa Business Insights Report .

Aesthetics Business Plan Tips

Here are a few more tips to help you make a rock-solid medical aesthetics business plan.

Do Your Research

It’s critical to research your target audience before you open your doors for the first time. Failing to do this could mean you’ll waste time and money trying to attract the wrong clients.

You’ll need to choose a great location for your medical aesthetics practice too. Pick a location where people have enough disposable income to spend on your spa services.

Be Realistic

Many new business owners start off with stars in their eyes only to crash and burn later because their expectations simply weren’t realistic. You may have big dreams, but it’s best to keep your business plan grounded in reality.

Don’t overestimate how much you’ll profit or underestimate how much money it takes to keep your business running. If you fail to plan for unexpected costs, your business could shut down faster than you can blink.

According to Lending Tree, about  20% of businesses  fail in the first year. Don’t let this happen to you!

Get Feedback

Feedback from clients can be invaluable to new businesses. After clients do business with you, ask questions like:

• Was the aesthetician friendly and professional?
• How long did you have to wait for your appointment?
• Was the waiting room and office clean?
• Is there anything we can do better?

Weave makes it easy for you to collect patient feedback. With  Weave Reviews , you can automate review requests and get instant notifications when clients leave you feedback.

Update Your Plan Regularly

Think of your business plan as a living document. As your clinic grows, so should your business plan. Update your plan at least once per year or whenever your clinic goes through any big changes.

Get Your New Business Off to a Strong Start With Weave

Now that you’ve made your medical aesthetics business plan, we welcome you to give Weave a try! Our software allows your practice to schedule patients online, automatically send appointment reminders, request reviews, and stay on top of payments.

Call us at 833-572-2139 to learn more or  book a demo  today.

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Aesthetic Clinic Pro

How to start an aesthetic business: a step-by-step guide to success.

A Step-by-Step Guide to Start an Aesthetics Business

Launching your own aesthetic business can be a rewarding and fulfilling experience. But before you embark on this exciting journey, it's crucial to possess a clear roadmap and the necessary knowledge to navigate the various steps involved. This comprehensive guide will delve into the key stages of starting an aesthetic business, empowering you to turn your dream into a thriving reality.

1. Define Your Vision and Services:

Identify your niche: What specific aesthetic services will you offer? Consider factors like your expertise, market demand, and personal interest.

Develop your brand: Craft a unique brand identity that reflects your values, mission, and target audience.

Create a business plan: Outline your goals, financial projections, and operational strategies for success.

2. Secure Legal and Financial Resources:

Register your business: Choose a legal structure (e.g., LLC, LTD, sole proprietorship) and comply with all necessary registration requirements.

Obtain necessary licenses and permits: Research and acquire appropriate licenses and permits to operate legally within your jurisdiction.

Secure funding: Explore financing options such as personal savings, loans, investors, or crowdfunding.

3. Design Your Ideal Clinic Space:

Location selection: Choose a strategic location with good visibility and accessibility for your target audience.

Interior design: Create a welcoming and aesthetically pleasing environment that reflects your brand identity.

Equipment and technology: Invest in high-quality equipment and technology necessary for the services you offer.

4. Build Your Dream Team:

Assemble a team of qualified and experienced professionals: Recruit physicians, nurses, estheticians, and other staff members with the necessary skills and certifications.

Develop a positive and supportive work environment: Cultivate a team culture that prioritizes professionalism, collaboration, and client satisfaction.

Invest in ongoing training and education: Ensure your team stays up-to-date with the latest advancements in aesthetic treatments and technologies.

5. Implement Effective Marketing Strategies:

Develop a comprehensive marketing plan: Define your target audience, messaging, and channels for reaching potential clients.

Leverage online platforms: Build a strong online presence through a website, social media engagement, and targeted digital advertising.

Utilize offline marketing tactics: Explore traditional marketing channels like print media, local networking events, and community partnerships.

Focus on building relationships: Foster trust and loyalty with your clients by providing exceptional service and personalized attention.

6. Optimize Operations and Secure Growth:

Streamline your processes: Implement efficient systems for appointment scheduling, client management, financial tracking, and inventory control.

Embrace technology: Utilize software solutions to automate tasks, enhance communication, and improve operational efficiency.

Continuously monitor your performance: Track key metrics like client satisfaction, conversion rates, and revenue to identify areas for improvement.

Adapt and evolve: Stay updated on industry trends, consumer preferences, and emerging technologies to stay competitive and ensure long-term sustainability.

Additional Considerations:

Compliance with regulations: Ensure your business adheres to all relevant health, safety, and industry standards.

Patient safety: Prioritize patient safety by implementing rigorous protocols, using high-quality products, and maintaining a sterile environment.

Insurance and liability coverage: Secure appropriate insurance coverage to protect your business and its assets.

Continuing education: Stay informed by attending industry conferences, workshops, and training programs.

Network with other professionals: Build relationships with other aesthetic businesses and practitioners to share knowledge and collaborate on initiatives.

Starting a successful aesthetic business requires commitment, strategic planning, and ongoing dedication. By following this step-by-step guide and adapting it to your specific goals and circumstances, you can navigate the process confidently and build a thriving enterprise in the exciting and growing world of aesthetics. Remember, continuous learning, adaptability, and a patient-centric approach are key to achieving long-term success and fulfilling your vision for your dream aesthetic business.

Author: Alexander Waldron

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How to Start a Profitable Esthetician Business [11 Steps]

By Nick Cotter Updated Feb 02, 2024

Business Steps:

1. perform market analysis., 2. draft a esthetician business plan., 3. develop a esthetician brand., 4. formalize your business registration., 5. acquire necessary licenses and permits for esthetician., 6. open a business bank account and secure funding as needed., 7. set pricing for esthetician services., 8. acquire esthetician equipment and supplies., 9. obtain business insurance for esthetician, if required., 10. begin marketing your esthetician services., 11. expand your esthetician business..

To kick-start your esthetician business, a thorough market analysis is imperative. It provides insight into your potential clientele, competitors, and market trends, enabling you to tailor your services effectively. Follow these essential steps to ensure a comprehensive understanding of the beauty industry landscape:

• Analyze the demographics of your target area to understand the age, gender, income level, and skincare needs of potential clients.
• Research local competitors to determine the services they offer, their pricing structures, and any gaps in the market that you could fill.
• Identify current trends in esthetic treatments and products, and consider how you can incorporate them into your business.
• Understand the legal and regulatory environment for estheticians in your area to ensure compliance and identify any barriers to entry.
• Gather data on the average spending on esthetic services within your target market to help set realistic pricing and sales goals.
• Assess the availability of suppliers for professional skincare products and equipment to secure reliable partnerships.
• Use surveys or focus groups to gauge potential customer interest and preferences in esthetic services and experiences.

Are esthetician businesses profitable?

Yes, esthetician businesses can be very profitable. According to IBIS World, the skin care services industry has grown 2.3% annually over the past five years, and IBIS World estimates that this growth rate will continue to remain steady in the coming years. Additionally, a study conducted by researchers at Northwood University reveals that estheticians have an average net profit margin of 21%, with some earning as much as 50%.

Creating a comprehensive business plan is crucial for the success of any esthetician business. This plan will serve as a roadmap, outlining key business strategies, identifying your target market, and detailing financial projections. Here are some bullet points to consider when drafting your esthetician business plan:

• Define your business mission, vision, and core values to guide your operations and customer service approach.
• Identify your target market by demographics, such as age, gender, and income level, and psychographics, like lifestyle and values.
• Analyze your competition to understand the services they offer and identify any gaps in the market that your business could fill.
• Outline your service menu, including detailed descriptions and pricing for each treatment or product you intend to offer.
• Develop a marketing strategy that includes online presence, social media, and local advertising to attract and retain clients.
• Project your startup costs, including equipment, supplies, licensing, insurance, and location expenses.
• Prepare financial projections, including cash flow forecasts, income statements, and break-even analysis, to ensure profitability and sustainability.
• Describe your sales strategy, including upselling techniques and customer loyalty programs.
• Include a management and organizational plan, detailing the roles and responsibilities of your team members and any outsourced services.

How does a esthetician business make money?

Aesthetician businesses typically make money through services such as facial treatments, eyebrow shaping, waxing, and makeup application. They also often retail beauty products related to their services. Appealing to a broad target audience can be important when operating an aesthetician business - potential customers could range from young adults looking for an occasional waxing session to middle-aged individuals looking for anti-aging treatments. An example target audience would be busy professionals who need to look their best and are willing to invest in the services of an expert aesthetician.

Developing a strong brand for your esthetician business is crucial in standing out in a competitive market. Your brand is the identity of your business and communicates your unique value proposition to potential clients. Here are key steps to help you create a compelling esthetician brand:

• Define Your Brand Personality: Decide on the personality traits that best represent your business. Is your brand luxurious, eco-friendly, modern, or perhaps more traditional? This will shape your brand's voice and image.
• Identify Your Target Audience: Understand who your services are for. Knowing your target demographic's age, preferences, and lifestyle will help tailor your brand to meet their needs and desires.
• Create a Memorable Logo and Tagline: Design a logo that visually encapsulates your brand's essence. Pair it with a catchy tagline that succinctly communicates the benefit of choosing your services.
• Choose Your Color Scheme and Typography: Select colors and fonts that reflect your brand's personality and are consistent across all marketing materials for brand recognition.
• Develop a Unique Selling Proposition (USP): Clearly articulate what sets your services apart from competitors. Your USP should address a specific need or desire of your target audience.
• Implement Consistent Brand Messaging: Ensure that all your communications, from your website to social media, align with your brand's voice and message to build trust and credibility.

How to come up with a name for your esthetician business?

Naming your esthetician business is an important part of creating a successful brand. First, think about the type of services you plan to offer and the atmosphere of your business. This will help you brainstorm potential names that reflect your values and the type of experience your clients can expect. You can also consult with experts in branding, marketing, and communications to develop a list of potential names. Once you have narrowed down your list to a few contenders, ask trusted friends, family members, and colleagues for feedback on the names you have chosen. Ultimately, choose the name that is most reflective of your business values and resonates with potential clients.

Starting an esthetician business is an exciting venture, but it's essential to ensure that all legal aspects are properly addressed. Formalizing your business registration is a critical step that lays the groundwork for legal operations and future growth. Follow these guidelines to ensure you're on the right track:

• Check with your local city or county clerk's office for specific business license requirements in your area, as these can vary by location.
• Choose a business structure that suits your needs, such as a sole proprietorship, partnership, LLC, or corporation, and file the necessary paperwork with your state's secretary of state office or business agency.
• Obtain an Employer Identification Number (EIN) from the IRS for tax purposes, especially if you plan to hire employees.
• Register your business name, if different from your own, through a Doing Business As (DBA) filing to ensure you can legally operate under that name.
• Look into any specific esthetician business licenses or permits required by your state's cosmetology board or health department, and complete any mandatory training or certification.
• Consider the need for additional permits, such as a seller's permit or a zoning permit, depending on the nature of your services and your business location.

Resources to help get you started:

Explore must-have resources designed specifically for esthetician entrepreneurs, featuring publications, industry reports, newsletters, and more to guide you on market trends, operational excellence, and strategic growth:

• Professional Beauty Association (PBA) : Offers industry research, education, and networking opportunities for beauty industry professionals. Visit PBA .
• American Spa Magazine : A leading publication with the latest news, trends, and tips for spa and wellness professionals. Check out American Spa .
• Milady Training Resources : Provides comprehensive educational materials, including textbooks and online courses, for beauty industry professionals. Explore Milady .
• EstheticianEDU.org : An online resource with a wealth of information on licensing, education, and career paths for estheticians. Learn more at EstheticianEDU .
• Skin Inc. Magazine : Offers in-depth business advice, skin care science, treatment techniques, and much more for the spa and wellness industry. Visit Skin Inc. .

Starting an esthetician business involves complying with various regulations to ensure the safety and professionalism of your services. Acquiring the necessary licenses and permits is an essential step in legitimizing your business and avoiding legal issues. Here's a guide to help you navigate this process:

• Check with your state's cosmetology board for specific licensing requirements for estheticians, which may include completing a certain amount of training hours and passing a licensing exam.
• Obtain a business license from your local city or county clerk's office to legally operate your business within your jurisdiction.
• Apply for a "specialty" salon license if your state requires it, which covers specific services like facials, waxing, or makeup application.
• Ensure that you comply with health and safety regulations by contacting your local health department, which might require an inspection of your premises.
• Consider additional permits, such as a seller's permit if you plan to sell skincare products, or a building permit if you're constructing or significantly altering your business space.
• Stay updated on renewals for all your licenses and permits to avoid penalties and ensure uninterrupted operation of your business.

What licenses and permits are needed to run a esthetician business?

Depending on where your esthetician business is located, the licenses and permits you need to legally operate can vary. Generally speaking, you’ll need to obtain a business license and any required occupancy permits, as well as a professional license from the state board of cosmetology. In addition, your county or city may require additional permits or approvals before you can begin offering services. Make sure to check with local authorities for more information.

Starting an esthetician business requires a solid financial foundation, which includes setting up a dedicated business bank account and securing any necessary funding. This ensures that your business finances are separate from personal ones and can help you manage cash flow, taxes, and expenses effectively. Consider the following steps to get your financial footing:

• Choose the Right Bank: Research banks that offer business banking services. Look for those with low fees, good customer service, and any beneficial features like online banking or mobile apps.
• Prepare the Necessary Documents: Typically, you will need your business license, EIN (Employer Identification Number), and incorporation documents to open a business bank account.
• Explore Financing Options: If you need funding, consider small business loans, lines of credit, or even personal loans if your business is not yet eligible for business credit. Crowdfunding and seeking investors are other viable options.
• Understand Your Needs: Estimate your startup costs and ongoing operational expenses to determine how much funding you will need.
• Build Credit: Start building your business credit early by using and timely repaying credit extended to your business.

Pricing is a crucial step in launching your esthetician business, as it directly influences your profitability and market positioning. Carefully evaluate your expenses, desired profit margins, and competitors' pricing to set rates that are fair to both you and your customers. Consider these points when defining your pricing structure:

• Calculate your costs: Include all the expenses like product costs, rent, utilities, equipment, and your time to determine the minimum price you need to charge to break even.
• Understand your clientele: Gauge the spending capacity of your target market. Higher-income areas might allow for premium pricing, whereas more cost-sensitive areas may require more competitive rates.
• Analyze competitors: Research what other local estheticians are charging for similar services to ensure your prices are in line with the market.
• Value your expertise: If you have specialized training or certifications, consider pricing higher for these niche services.
• Offer packages or memberships: Bundle services or offer membership plans for repeat customers to increase client retention and provide value.
• Consider time-based pricing: Charge for the time spent rather than the service itself, especially for services that vary greatly in time.
• Adjust as needed: Periodically review your pricing strategy and adjust as necessary based on feedback, operational costs, and profitability.

What does it cost to start a esthetician business?

Initiating a esthetician business can involve substantial financial commitment, the scale of which is significantly influenced by factors such as geographical location, market dynamics, and operational expenses, among others. Nonetheless, our extensive research and hands-on experience have revealed an estimated starting cost of approximately $$4,100-$10,800 for launching such an business. Please note, not all of these costs may be necessary to start up your esthetician business.

Starting an esthetician business involves gathering the right tools and supplies to offer top-notch services to your clients. This step is crucial as it ensures you have everything needed to perform skin care treatments effectively and safely. Consider these essentials when acquiring your esthetician equipment and supplies:

• Treatment Beds: Invest in comfortable, adjustable treatment beds or chairs for various services.
• Steamers: A good quality facial steamer for opening pores and promoting skin cleansing.
• Magnifying Lamp: For detailed skin examination and extractions.
• Sanitization Equipment: Autoclaves, sterilizers, or disinfectant solutions for tools.
• Professional Skincare Products: A range of products suitable for different skin types and conditions.
• Microdermabrasion Machine: For advanced exfoliation treatments (if offering).
• Personal Protective Equipment (PPE): Gloves, masks, and sanitizing stations to maintain hygiene.
• Towels and Linens: Soft, clean towels and bed coverings for client comfort.
• Tools and Brushes: High-quality brushes, extractors, and applicators.
• Marketing Materials: Business cards, brochures, and price lists to attract and inform clients.

Remember to research and invest in durable, high-quality items that will withstand frequent use and adhere to industry standards.

List of software, tools and supplies needed to start a esthetician business:

• Basic Esthetician Supplies ($50-$150): Cotton balls, cotton swabs, cleansing wipes, hand towels, facial tissues, toner pads, pumice stones, facial cleansers, waxing strips, eye pads.
• Software/Tech Tools ($50-$200): A business website with payment software and customer relationship management (CRM) tools, appointment scheduling software to keep track of customer appointments.
• Esthetician Equipment ($200-$500): Facial steamer and galvanic machine for skin treatments, personal protective equipment such as gloves and masks for use in handling clients’ skin.
• Furnishings ($100-200): Treatment bed or massage table for providing services such as massage or facials.
• Marketing Materials ($20-$100): Business cards and flyers to help advertise services in the community.
• Linens ($25-$50): Fresh towels and sheets for every client.
• Retail Products ($50-$150): Lotions, creams, masks and other esthetician products to recommend to clients.
• Website Hosting ($10-$20/month): A website hosting provider that will provide a domain name and web hosting for your business website.
• Business Insurance Coverage ($300-500/year): Liability insurance that covers any bodily injury or property damage caused by the esthetician's business activities.
• Professional Membership Fees (varies): Membership in an organization such as a state esthetics association or a professional association of estheticians.

Securing the right business insurance is a critical step for any esthetician starting their business. It not only protects your financial well-being but also provides peace of mind for you and your clients. Here are the key types of insurance you should consider:

• Professional Liability Insurance: Also known as malpractice insurance, this covers legal costs and damages if a client sues for negligence or harm as a result of your services.
• General Liability Insurance: This insurance protects against claims of bodily injury or property damage that occur on your business premises.
• Product Liability Insurance: If you sell skin care products, this insurance can protect you from lawsuits related to product defects causing injury or damage.
• Property Insurance: This covers damage to your equipment or rental space due to events like fire, theft, or vandalism.
• Workers' Compensation Insurance: If you have employees, most states require this insurance to cover medical costs and lost wages for work-related injuries or illnesses.
• Business Owner's Policy (BOP): Often a cost-effective option, a BOP bundles general liability and property insurance and may include business interruption insurance.

Consult with an insurance agent who specializes in small businesses or the beauty industry to tailor your coverage to your specific needs.

Starting a successful esthetician business involves not only perfecting your skincare services but also mastering the art of marketing. Attracting and retaining clients requires a strategic approach to showcase your unique offerings and build your brand. Here are some key strategies to start marketing your esthetician services:

• Build a Professional Website: Create an aesthetically pleasing website with a clear description of your services, pricing, and an easy booking system.
• Utilize Social Media: Share engaging content on platforms like Instagram and Facebook, where you can demonstrate your services, share client testimonials, and offer special promotions.
• Develop a Referral Program: Encourage your current clients to refer friends and family by offering them discounts or free services.
• Collaborate Locally: Partner with local businesses to cross-promote services, host events, or participate in community activities to increase visibility.
• Leverage Customer Reviews: Ask satisfied clients to leave positive reviews on Google, Yelp, or your social media pages to build credibility.
• Email Marketing: Keep in touch with clients through regular newsletters, offering skincare tips, industry news, and exclusive offers.
• Offer Limited-Time Promotions: Create urgency and boost bookings with time-sensitive discounts or package deals.

Growing your esthetician business is an exciting phase that requires strategic planning and innovative thinking. It's time to leverage your skills, clientele, and reputation to take your business to new heights. Here are some actionable steps to consider for expanding your esthetician business:

• Introduce new services and treatments that are trending in the beauty industry to attract a wider client base.
• Invest in advanced training for you and your staff to offer specialized services and position your business as a leader in the industry.
• Partner with complementary businesses, such as hair salons or wellness centers, to cross-promote services and tap into new customer segments.
• Implement a referral program to incentivize existing clients to bring in new customers, thus expanding your clientele organically.
• Upgrade your equipment and technology to improve service efficiency and client experience.
• Boost your online presence through an improved website, search engine optimization (SEO), and active engagement on social media platforms.
• Explore opening additional locations or offering mobile services to reach clients who cannot come to your primary location.

Cosmetic Business Plan Template

Written by Dave Lavinsky

Cosmetic Business Plan

Over the past 20+ years, we have helped over 500 entrepreneurs and business owners create business plans to start and grow their cosmetic companies.

If you’re unfamiliar with creating a cosmetic business plan, you may think creating one will be a time-consuming and frustrating process. For most entrepreneurs it is, but for you, it won’t be since we’re here to help. We have the experience, resources, and knowledge to help you create a great business plan.

In this article, you will learn some background information on why business planning is important. Then, you will learn how to write a cosmetic business plan step-by-step so you can create your plan today.

Download our Ultimate Business Plan Template here >

What is a Cosmetic Business Plan?

A business plan provides a snapshot of your cosmetic business as it stands today, and lays out your growth plan for the next five years. It explains your business goals and your strategies for reaching them. It also includes market research to support your plans.

Why You Need a Business Plan for a Cosmetic Company

If you’re looking to start a cosmetic business or grow your existing cosmetic company, you need a business plan. A business plan will help you raise funding, if needed, and plan out the growth of your cosmetic business to improve your chances of success. Your cosmetic business plan is a living document that should be updated annually as your company grows and changes.

Sources of Funding for Cosmetic Businesses

With regards to funding, the main sources of funding for a cosmetic business are personal savings, credit cards, bank loans, and angel investors. When it comes to bank loans, banks will want to review your business plan and gain confidence that you will be able to repay your loan and interest. To acquire this confidence, the loan officer will not only want to ensure that your financials are reasonable, but they will also want to see a professional plan. Such a plan will give them the confidence that you can successfully and professionally operate a business. Personal savings and bank loans are the most common funding paths for cosmetic companies.

Finish Your Business Plan Today!

How to write a business plan for a cosmetic business.

If you want to start a cosmetic business or expand your current one, you need a business plan. The guide below details the necessary information for how to write each essential component of your cosmetic business plan.

Executive Summary

Your executive summary provides an introduction to your business plan, but it is normally the last section you write because it provides a summary of each key section of your plan.

The goal of your executive summary is to quickly engage the reader. Explain to them the kind of cosmetic business you are running and the status. For example, are you a startup, do you have a cosmetic business that you would like to grow, or are you operating a chain of cosmetic businesses?

Next, provide an overview of each of the subsequent sections of your plan.

• Give a brief overview of the cosmetic industry.
• Discuss the type of cosmetic business you are operating.
• Detail your direct competitors. Give an overview of your target customers.
• Provide a snapshot of your marketing strategy. Identify the key members of your team.
• Offer an overview of your financial plan.

Company Overview

In your company overview, you will detail the type of cosmetic business you are operating.

For example, you might specialize in one of the following types of cosmetic businesses:

• Niche market cosmetics: This type of cosmetic business specializes in one particular segment of cosmetics. For instance, a niche cosmetic business could sell only fragrance-free products, all vegan products, or gluten free products.
• High-end cosmetics: This type of cosmetic business develops and sells premium make-up and skin care products.
• Kids cosmetics: This type of cosmetic business specializes in producing inexpensive play-makeup products for children.
• Beauty blogger/influencer: This type of cosmetic business involves trying out products from different types of cosmetic brands and providing tutorials, reviews, and other helpful information for people who may be interested in the products. Usually, beauty companies will pay the blogger/influencer to sample or endorse their products.
• Make-up Artist: This type of cosmetic business involves providing make-up services for special occasions like weddings or graduation ceremonies.

In addition to explaining the type of cosmetic business you will operate, the company overview needs to provide background on the business.

Include answers to questions such as:

• When and why did you start the business?
• What milestones have you achieved to date? Milestones could include the number of customers served, the number of products sold, and reaching $X amount in revenue, etc.
• Your legal business Are you incorporated as an S-Corp? An LLC? A sole proprietorship? Explain your legal structure here.

Industry Analysis

In your industry or market analysis, you need to provide an overview of the cosmetic industry.

While this may seem unnecessary, it serves multiple purposes.

First, researching the cosmetic industry educates you. It helps you understand the market in which you are operating.

Secondly, market research can improve your marketing strategy, particularly if your analysis identifies market trends.

The third reason is to prove to readers that you are an expert in your industry. By conducting the research and presenting it in your plan, you achieve just that.

The following questions should be answered in the industry analysis section of your cosmetic business plan:

• How big is the cosmetic industry (in dollars)?
• Is the market declining or increasing?
• Who are the key competitors in the market?
• Who are the key suppliers in the market?
• What trends are affecting the industry?
• What is the industry’s growth forecast over the next 5 – 10 years?
• What is the relevant market size? That is, how big is the potential target market for your cosmetic business? You can extrapolate such a figure by assessing the size of the market in the entire country and then applying that figure to your local population.

Customer Analysis

The customer analysis section of your cosmetic business plan must detail the customers you serve and/or expect to serve.

The following are examples of customer segments: individuals, families, and corporations.

As you can imagine, the customer segment(s) you choose will have a great impact on the type of cosmetic business you operate. Clearly, individuals would respond to different marketing promotions than corporations, for example.

Try to break out your target customers in terms of their demographic and psychographic profiles. With regards to demographics, including a discussion of the ages, genders, locations, and income levels of the potential customers you seek to serve.

Psychographic profiles explain the wants and needs of your target customers. The more you can recognize and define these needs, the better you will do in attracting and retaining your customers.

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Competitive Analysis

Your competitive analysis should identify the indirect and direct competitors your business faces and then focus on the latter.

Direct competitors are other cosmetic businesses.

Indirect competitors are other options that customers have to purchase from that aren’t directly competing with your product or service. This includes mass market cosmetic brands and retailers, as well as secondhand cosmetic retailers. You need to mention such competition as well.

For each such competitor, provide an overview of their business and document their strengths and weaknesses. Unless you once worked at your competitors’ businesses, it will be impossible to know everything about them. But you should be able to find out key things about them such as

• What types of customers do they serve?
• What type of cosmetic business are they?
• What is their pricing (premium, low, etc.)?
• What are they good at?
• What are their weaknesses?

With regards to the last two questions, think about your answers from the customers’ perspective. And don’t be afraid to ask your competitors’ customers what they like most and least about them.

The final part of your competitive analysis section is to document your areas of competitive advantage. For example:

• Will you make it easier for customers to acquire your products?
• Will you offer products or services that your competition doesn’t?
• Will you provide better customer service?
• Will you offer better pricing?

Think about ways you will outperform your competition and document them in this section of your plan.  

Marketing Plan

Traditionally, a marketing plan includes the four P’s: Product, Price, Place, and Promotion. For a cosmetic business plan, your marketing strategy should include the following:

Product : In the product section, you should reiterate the type of cosmetic company that you documented in your company overview. Then, detail the specific products or services you will be offering. For example, will you provide premium make-up, skin care products, or esthetician services?

Price : Document the prices you will offer and how they compare to your competitors. Essentially in the product and price sub-sections of your plan, you are presenting the products and/or services you offer and their prices.

Place : Place refers to the site of your cosmetic company. Document where your company is situated and mention how the site will impact your success. For example, is your cosmetic business located in a busy retail district, a business district, a standalone store, or purely online? Discuss how your site might be the ideal location for your customers.

Promotions : The final part of your cosmetic marketing plan is where you will document how you will drive potential customers to your location(s). The following are some promotional methods you might consider:

• Advertise in local papers, radio stations and/or magazines
• Reach out to websites
• Distribute flyers
• Engage in email marketing
• Advertise on social media platforms
• Improve the SEO (search engine optimization) on your website for targeted keywords

Operations Plan

While the earlier sections of your business plan explained your goals, your operations plan describes how you will meet them. Your operations plan should have two distinct sections as follows.

Everyday short-term processes include all of the tasks involved in running your cosmetic business, including answering calls, stocking shelves, greeting customers, and collecting payments, etc.

Long-term goals are the milestones you hope to achieve. These could include the dates when you expect to acquire your Xth customer, or when you hope to reach $X in revenue. It could also be when you expect to expand your cosmetic business to a new city.  

Management Team

To demonstrate your cosmetic business’ potential to succeed, a strong management team is essential. Highlight your key players’ backgrounds, emphasizing those skills and experiences that prove their ability to grow a company.

Ideally, you and/or your team members have direct experience in managing cosmetic businesses. If so, highlight this experience and expertise. But also highlight any experience that you think will help your business succeed.

If your team is lacking, consider assembling an advisory board. An advisory board would include 2 to 8 individuals who would act as mentors to your business. They would help answer questions and provide strategic guidance. If needed, look for advisory board members with experience in managing a cosmetic business or successfully running a small salon.  

Financial Plan

Your financial plan should include your 5-year financial statement broken out both monthly or quarterly for the first year and then annually. Your financial statements include your income statement, balance sheet, and cash flow statements.

Income Statement

An income statement is more commonly called a Profit and Loss statement or P&L. It shows your revenue and then subtracts your costs to show whether you turned a profit or not.

In developing your income statement, you need to devise assumptions. For example, will you expect to serve 20-30 customers per day, and will each customer purchase 1-5 items on average? And will sales grow by 2% or 10% per year? As you can imagine, your choice of assumptions will greatly impact the financial forecasts for your business. As much as possible, conduct research to try to root your assumptions in reality.

Balance Sheets

Balance sheets show your assets and liabilities. While balance sheets can include much information, try to simplify them to the key items you need to know about. For instance, if you spend $50,000 on building out your cosmetic business, this will not give you immediate profits. Rather it is an asset that will hopefully help you generate profits for years to come. Likewise, if a lender writes you a check for $50,000, you don’t need to pay it back immediately. Rather, that is a liability you will pay back over time.

Cash Flow Statement

Your cash flow statement will help determine how much money you need to start or grow your business, and ensure you never run out of money. What most entrepreneurs and business owners don’t realize is that you can turn a profit but run out of money and go bankrupt.

When creating your Income Statement and Balance Sheets be sure to include several of the key costs needed in starting or growing a cosmetic business:

• Cost of equipment and supplies
• Payroll or salaries paid to staff
• Business insurance
• Other start-up expenses (if you’re a new business) like legal expenses, permits, computer software, and equipment

Attach your full financial projections in the appendix of your plan along with any supporting documents that make your plan more compelling. For example, you might include your office location lease or photos of happy customers using your products.  

Writing a business plan for your cosmetic business is a worthwhile endeavor. If you follow the template above, you will be able to prepare a winning beauty product business plan, makeup business plan or a business plan for a cosmetic company. You will understand the cosmetic industry, your competition, and your customers. You will develop a marketing strategy and will understand what it takes to launch and grow a successful cosmetic business.  

Cosmetic Business Plan FAQs

What is the easiest way to complete my cosmetic business plan.

Growthink's Ultimate Business Plan Template allows you to quickly and easily write your cosmetic business plan.

How Do You Start a Cosmetic Business?

Starting a cosmetic business is easy with these 14 steps:

• Choose the Name for Your Cosmetic Business
• Create Your Cosmetic Business Plan
• Choose the Legal Structure for Your Cosmetic Business
• Secure Startup Funding for Cosmetic Business (If Needed)
• Secure a Location for Your Business
• Register Your Cosmetic Business with the IRS
• Open a Business Bank Account
• Get a Business Credit Card
• Get the Required Business Licenses and Permits
• Get Business Insurance for Your Cosmetic Business
• Buy or Lease the Right Cosmetic Business Equipment
• Develop Your Cosmetic Business Marketing Materials
• Purchase and Setup the Software Needed to Run Your Cosmetic Business
• Open for Business

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OR, Let Us Develop Your Plan For You

Since 1999, Growthink has developed business plans for thousands of companies who have gone on to achieve tremendous success.   Click here to see how Growthink’s business plan writers can create your business plan for you.

Other Helpful Business Plan Articles & Templates

Medical Aesthetics Business Plan Template [Updated 2024]

Medical Aesthetics Business Plan Template

If you want to start a medical aesthetics business or expand your current firewood business, you need a business plan.

The following Medical Aesthetics business plan template gives you the key elements to include in a winning Medical Aesthetics business plan.

You can download our Ultimate Business Plan Template (including a full, customizable financial model) to your computer here.

Below are links to each of the key sections of your Medical Aesthetics business plan: I. Executive Summary II. Company Overview III. Industry Analysis IV. Customer Analysis V. Competitive Analysis VI. Marketing Plan VII. Operations Plan VIII. Management Team IX. Financial Plan

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Medical Aesthetics Business Plan Home I. Executive Summary II. Company Overview III. Industry Analysis IV. Customer Analysis V. Competitive Analysis VI. Marketing Plan VII. Operations Plan VIII. Management Team IX. Financial Plan

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Our all-in-one software solution for clinics, spa’s and salons

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12 essential tricks and tactics for successful aesthetic business development

• Last updated: April 25, 2024
• New Businesses

If you want to supercharge your aesthetic business’ development, grow your client base and increase your profits, you’ve come to the right place. 

Whether you’re just starting up and getting ready to open a new aesthetics practice, or if you’ve been established for a few years and are ready to embrace new challenges, a good aesthetic business development plan is essential. 

It won’t just help you turn your aesthetic clinic idea into a reality, it’ll help ensure your practice goes from strength to strength. It’ll help you continue to attract clients, to streamline operations, to grow your business and sustain your success year after year. 

There are lots of areas to focus on for successful aesthetic business development. Lots of strategies to follow and tactics to deploy. These are some of the most essential, most effective ones that your clinic should be implementing right away.

If you’re looking for more help growing your aesthetic business, check out more guides, blogs and articles in our Aesthetic Business Hub . 

Setting up an aesthetics business

1. get your finances in order from the start.

Any business, big or small, needs a solid financial base to stand any chance of success. Messy accounting leads to messy practices, and that won’t help you grow.

Clarity on your finances will give you clarity on your business, on where you are now and where you’re heading. If everything’s in order, you’ll have a crystal clear picture of your clinic’s assets, revenue and profits, alongside a forecast of what your bank account should look like in the near future.

Armed with that information, you can make smart decisions about what your  aesthetics business  needs to do to grow. You’ll easily see where things are going smoothly (where you can expand) and which areas need attention (so you can quickly address any rising challenges ).

The key to good financial planning and organisation is the right set-up from the start. Start off with the right accounting and record keeping procedures, the right accountancy support and the right tax planning, and you’ll set yourself up for success as your business develops.

2. Don’t forget to focus on the right business set up too

As well as good accountancy practices, if you want your aesthetic business to grow successfully from the get go, you should also focus on getting all the legal business structures in place now.

It’s well worth investing the time and effort into deciding what type of business set-up is right for your aesthetic clinic at the start of your journey, because it could have a big impact on how your practice develops and grows in the future. 

For example, if you’ve got plans to hire staff, to take on business partners and develop a full time, highly successful clinic, then you’ll want to get the right framework in place as soon as possible. 

Take a look at some of the important differences between a sole trader or limited company here .

3. Write an actual business plan

A good business plan is essential for anyone starting a new venture or growing one that’s already established. A great business plan is the secret to a successful, sustainable aesthetic business.

It’s your roadmap to growth, keeping you on track whether you’re setting up your new aesthetic business  or expanding your offer. It will help you quickly identify any problems or challenges, set appropriate targets and goals for success and lay out exactly how you’re going to get there.

A business plan is also a great way to clarify all your thinking, all your ideas and your vision for the future of your aesthetics practice. It helps you stay on top of what’s happening in your industry, your competition and your current business position. 

And if you want to get funding from a bank loan or from investors to further expand and develop your  aesthetics business , you’ll absolutely need a solid business plan to be taken seriously. 

The 8 key elements of an effective business plan are: 

• An executive summary
• A company description 
• Market conditions 
• Service offering 
• Sales and marketing strategy
• Operations approach
• Financial details
• Relevant timescales 

Part Two of our Ultimate Guide to Starting an Aesthetics Business details what you’ll need for each section of your business plan. 

4. Choose your location wisely

Choosing your clinic’s location is no easy task, but where you set up your new practice will play a huge role in your future business development potential. You’ll need to consider a number of factors.

Reputation and professionalism should be top of your mind, but so too should accessibility, ease of operations and of course, cost. 

Take your time to think through your options, research different areas and different types of set-ups. And remember, it pays to be picky when choosing a location for your practice. 

You might initially decide to set up and work from home. This might save you money in the short term, but it’s likely to limit your options if you want to grow your business further. You won’t have space to expand, and will be limited to the number of clients you can treat in your own house. 

If you decide to set up a mobile clinic, travelling to your client’s homes, again your potential for future development will be limited. You won’t be able to offer any treatments that require dedicated equipment that isn’t highly portable. 

Of course, if you’ve set up a clinic at home or a mobile practice, then your first aesthetic business development step could be to look at a permanent, dedicated location. 

Where you set up a physical clinic is also an important decision. Be sure to think about:

• The amount of available space, factoring in your plans for offering more treatments and more clients. Is there ample parking space, and ample waiting room?
• Your plans for additional staff. Are there extra treatment rooms in the premises you can take over if you bring on a second or third practitioner?
• Your proximity to other service providers. If you’re next to or nearby a salon or dental practice, you might have easier access to an established client base to help grow your aesthetics business.

Our FREE ultimate guide has more key questions to consider when choosing a location for your aesthetic clinic, whether you’re just setting up or looking for new premises as you grow.

Expanding your offering

5. slowly introduce new services to your treatment list.

If you’ve followed our advice when starting an aesthetic business, you’ll have focused on just a few core treatments. You’ll have niched in a specific aesthetics area to showcase your expertise and target your marketing most effectively.

That tight focus should serve you well, helping you to concentrate on providing just a small number of treatments in the best way possible. But if you want to develop your aesthetic business further, it’s time to expand your treatment list. 

Don’t jump from three treatments to twenty overnight. That’s a recipe for disaster. Instead, pick one new treatment you think your clients (and your prospective clients would like to see). 

Not sure what that might be? Ask them. Survey your clients and learn what their preferences are. Decide what types of treatments would be most beneficial and then weigh up your options. 

Remember to consider the initial investment you’ll need to make (compared with your projected revenue). Focusing on just one additional treatment will make sure all your effort and resources goes into one area, so you can more easily promote and then track its success.

6. Add upgrades, packages and premium options

Another great aesthetic business development tactic is to take your existing treatments and put new spins on each.

Instead of a simple dermal fillers treatment, could you offer an upgraded version with a superior product? Or a combined treatment for multiple areas of the face? 

Could you re-package a standard procedure for a specific skin condition, adding in at home treatments and additional consultancy for a premium price? 

Or maybe you can partner with another practitioner in your neighbourhood to offer a comprehensive cosmetic make-over, tailored to your client with a personalised premium service? 

There are lots of different ways to re-package your existing treatments to appeal to both new and existing clients. Try a few options out and see which generate results.

7. Stay on top of new industry developments

If you want to grow your aesthetic business quickly, you’ll need to be ahead of your competition on all the hottest trends and latest treatments. That means staying on top of everything that’s happening in the industry.

Take the time to read industry journals and magazines , attend aesthetics conferences and talk with other practitioners. Go to trade shows to see the latest equipment, talk with product reps to see what new developments they have to share, and keep up to speed with any new treatments that industry leaders are trialling. 

And don’t forget to keep an eye on what your competition is doing too. 

Staying up to date with industry developments won’t just serve you well with new treatment options. It’ll also help you maintain the highest levels of professionalism and trust. 

If you’re in the know on all the latest developments, you’ll be able to demonstrate your insight and expertise to clients. You’ll be well aware of the latest regulations and the best health and safety practices, implementing any necessary changes ahead of legal requirements. 

That will see you establish yourself as a trusted expert, one who clients will turn to and support – helping you develop your  aesthetics business  even further. 

8. Consider further training at every opportunity

You’re never too old to learn something new. Along with staying up to date with industry trends, if you want your aesthetics business to develop and expand, you’ll need to learn all the latest new techniques and procedures. 

That means further training. 

There are hundreds of course providers up and down the country, each offering a wealth of training options in all kinds of aesthetics practices. New courses, new certificates and new treatment techniques are added every week. 

Always do your due diligence by comparing prices and topics, outcomes and deliverables to see what you get for your money. Shop around, check out reviews and carefully decide what courses are worth your while. 

The right ones will help you extend your knowledge and expertise, which you can then turn into new treatments and new service offerings in your clinic. This will help you both retain your existing customer base and attract new clients.

Boost your marketing and operations

9. upgrade your business brand.

To grow your aesthetics business, you need to grow your audience. To do that, you need a strong, powerful brand.

You might already have one. A brand that’s not just a logo, but a real identity as to what your practice is all about, what it stands for, what it offers, and who it targets. If that’s the case, it might simply be a case of exploring new messaging options, highlighting different USPs and different benefits in new advertising campaigns to engage a wider audience.

But if you don’t have a strong brand, if you just threw one together with a simple logo when you got started or built your identity around yourself, now’s the time for an upgrade if you’re serious about business development.

A strong brand identity is the key to attracting clients . It’s also essential if you want to grow bigger than yourself. While it’s entirely possible to build a strong brand around an individual, if you’ve got big plans for your clinic and want to bring on new practitioners you might want to focus on a more inclusive identity – one that allows you to expand and potentially sell your business with ease in the future.

10. Make sure your website is up-to-scratch

A great website is essential for success today, and you should already have one – regardless of your plans for future growth. Not just a Facebook or Instagram page, an actual website with clinic details, treatments lists and reasons why your prospective clients should choose you.

But if you’ve got big plans to develop your aesthetic business, you’ll need a website that supports all your goals. A website that:

• Is quick and easy to edit, so you can add new treatments, new staff profiles and new offers as you grow
• Ranks well on Google, with good keyword targeting and a good local SEO presence
• Attracts prospects at every stage of their journey, with content aimed at educating, informating, convincing and converting
• Can handle bookings and take payments, reducing your admin strain by automating tasks wherever possible

Prioritise getting your website sorted now, laying all the groundwork and ironing out any bugs, and you’ll be able to capitalise on a wider audience as your clinic grows. Neglect your website, and you risk losing that potential new business.

Our Marketing Your Aesthetic Clinic guide has more details on how to get your website up to scratch (along with lots of additional marketing advice to help grow your aesthetics business) .

11. Leverage existing clients (and re-engage old customers)

Another essential (but often overlooked) tactic in aesthetic business development is to take advantage of your existing client base.

Attracting brand-new customers takes a lot of time, effort and money. Retaining existing ones is far easier, and five times less expensive . You already have an active client base who trust you and value your expertise, so use that to increase your profits and grow your business.

Leverage your existing clients by communicating regularly with them, through emails and text messages, marketing your latest offers and newest treatments.

Use clinic management software like Pabau to remind clients that it’s time for another appointment if they want to maintain the effects of their latest treatment. Set up automated reminders to nudge those who haven’t booked in a while. Or trigger special offers for those clients who you want to entice back.

The key is regular contact to stay front of mind. If you want to grow, focus on building loyalty so you don’t take your existing clients for granted.

12. Improve efficiencies and streamline your operations

Finally, it’s important to remember that successful business development doesn’t just rely on new marketing strategies, new locations, new treatments and new clients. It needs solid, effective processes and operations behind it.

Without efficient clinic practices and streamlined operations, your aesthetic business won’t be able to handle any increase in clients or any expansion. It will struggle with admin procedures, paperwork, ordering and a whole host of other mundane tasks that will eventually impact the treatment you provide.

So when you’re planning your aesthetic business development, don’t forget to focus on how you’ll manage that growth, how you’ll handle that increase in bookings to keep your clinic operating smoothly and efficiently.

That’s where Pabau can help .

It can help you and your practice:

• Ditch the paper folders and spreadsheets
• Minimise time spent on admin
• Improve your patient experience from initial contact to repeat bookings
• Manage all your bookings, calendars and treatment plans
• Store all your confidential client data (and remind you of essential details you must collect from clients)
• Automate marketing efforts, client reminders and loyalty programs

Pabau can help you transform your operations and grow your clinic, and is a must-have tool for any aesthetic business development plans.

Give it a try today .

What you should do now

• Schedule a Demo to see how Pabau can help your team.
• Read more clinic management articles in our blog.
• If you know someone who’d enjoy this article, share it with them via Facebook, Twitter, LinkedIn, or email.

See Pabau in action

Schedule a free demo with one of our team today.

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Sample Aesthetic Clinic Business Plan

This article provides a template with which to work in writing your aesthetic business plan.

Every business idea, no matter how little or big requires a functional or implementable plan. This includes an aesthetic business. If you wish to launch a business in this direction, you’ll find this information helpful.

As always, the process isn’t haphazard but deliberately systematic to help actualize your dreams for the business.

Apart from helping your business operate smoothly, this plan helps you attract the needed funding for your business idea.

Investors will be ever ready to learn or discover the viability of your business idea through this plan.

AESTHETIC CLINIC BUSINESS PLAN SAMPLE

A typical aesthetic clinic business plan should contain all the key sections that make its implementation possible.

Such sections include the executive summary, company description, products & services as well as the market analysis components.

Other segments to build or develop on include the strategy & implementation, organization & management team, as well as the financial plan & projections sections.

So, how do you develop each of these areas? Let’s have a look at how.

i. Executive Summary

The executive summary gives a background about your business plan. It’s a miniature representation of what your aesthetic business plan is about.

As an overview of the entire document, investors should be able to have an idea about what the business is about and what opportunities it holds.

Of course, your executive summary section should appear first in your plan. While this is true, this section is best written last. Writing it last enables you better summarize the key ideas contained within all the sections written.

You’ll need to include subsections like your aesthetician business name & location, services and/or products, mission & vision statements as well as the specific purpose of the plan.

Let’s have a look at these before proceeding.

Business Name & Location

By way of introduction, your aesthetic clinic business plan should begin with an introduction to the business. Your introduction won’t be complete without providing information on where it will be located.

With this said, you’ll need to proceed to the next subsection;

Services and/or Products

What types of aesthetic services or products do you offer? The reader has no idea unless you provide such details.

Speaking of details, you’ll need to state how your business idea benefits your clients and how the demand for these products and services is.

Mission & Vision Statements

The mission and vision segments of the executive summary are key to understanding what the business stands for. Here, the mission statement should simply explain the essence or purpose of your business.

This should also include the approach you plan on taking to achieve your goals.

The vision statement on the other hand is a clear direction or outcome you wish to achieve with your business idea. In other words, it’s basically a destination of where you want your business to be.

It also doubles as an internal communications tool that inspires your workforce towards your goal.

Specific Purpose of the Plan

What specific purpose does your aesthetic clinic business plan serve? A good plan should have a definite purpose.

Examples of such include setting strategies or securing investors. Both of these may apply to your business plan. With this, you’re showing focus in addition to definiteness.

ii. Company Description

Your aesthetic clinic business plan needs to be described in detail. The executive summary section only captured a summary of the business idea.

Here, you’re expected to go into detail by providing information about who you are, what your business does as well as your goals.

In describing your business, you need to state its legal structure, in addition to providing a brief history of the business. Clearly state the nature of the business as well as the demands for your services and products you want to fill.

What more? an overview of products and services, as well as customers and suppliers, is needed.

If the business is already in existence, provide a summary of company growth. For one which isn’t already in existence, a growth projection would do.

Also, add financial and market highlights with short and long-term goals.

iii. Products & Services

What products and/or services does your aesthetic clinic business offer?

You want to provide such with a clear indication of benefits derived by the customer. Include an explanation of the market role of your services and products. Are there clear benefits over competing businesses?

Consider adding details about the life cycle of your products and services with relevant data on trade secrets and applicable patents etc. Are our research and development activities in the works?

You may want to have these clearly stated.

iv. Market Analysis

The market analysis section is where you break down all the details about your market research.

Here, you’re basically showing your understanding of your field of business. Key additions will be a sketch of targeted customer segments as well as customer demographics.

Describe your industry and provide an outlook on trends and opportunities. Statistics on historical, current, and future or projected data for your business is important.

Your market analysis should include an assessment of your competitor’s weaknesses and strengths.

v. Strategy & Implementation

Strategy is everything when it comes to marketing. What are your strategies?

Basically, you’ll have to explain how your aesthetic clinic business will enter the market. Relevant information includes costing, pricing, promotion, and distribution details.

vi. Organization & Management Team

Every functional business needs to be headed by a competent team of experts. So, include a chart with illustrations of key employees and the departments they head.

Who are the business owners? What is their level of involvement in running the business?

Have a profile of your management team as well.

vii. Financial Plan & Projections

This section concludes your plan and should be written with the help of an expert. It has to do with the financial statements of the business.

Key areas to be focused on include the historical financial data (for an established aesthetic clinic business), realistic prospective financial information as well as a brief analysis of your financial data.

This aesthetic clinic Business Plan provides all the key areas that need to be covered. As a guide, you’re able to follow this with the confidence of having an implementable and well-written plan.

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How to create an aesthetics business plan - Hamilton Fraser

“Financial crisis”, “cost of living crisis”, recession”. You only need to turn on the news to be plunged into a feeling of doom and gloom around the current state of the UK economy. And, as a business owner, this can be disheartening. Although the Bank of England has said Britain is showing signs of recovery in 2024 , it's natural to want to batten down the hatches and ride it out when things get economically tough. But did you know that now may actually be the perfect time to think about business planning for the future?

Some experts say that economic downturns can present the best opportunities for growing a business ( source: Forbes ). In fact, many of the world’s greatest companies were built during recessionary times.

Being proactive and planning for the future of your business can help shift you into an increasingly positive state of mind. And this can help boost your decision-making processes and motivate those around you.

At Hamilton Fraser, we carry out an annual survey to keep up to date about the business practices, thoughts, challenges and fears of our customers and the wider industry.

Despite the current economic climate, many of the survey respondents said they had plans to expand their businesses, and the majority said they felt “fairly optimistic” (51.6%) or “optimistic” (36.3%) about their business prospects in 2024, with 80.1% saying they were on track to meet their objectives.

Of the 52% of people who had a business plan, 70.4% said it had changed from the previous year due to business growth, expansion, moving premises and increased economic benefits.

Interestingly, others said they had changed their business plans due to moving direction, with a move towards wellness being cited as one new avenue for business.

In this guide, we take an in-depth look at how to create an aesthetic business plan.

We’ll explore some of the key considerations you need to be aware of when thinking about your business planning.

And in our linked video, Eddie Hooker, Founder and CEO of Hamilton Fraser and Owen Woods, Head of Marketing at Hamilton Fraser, offer their tips and advice, ranging from where to start with your business planning to why you might need it for funding and what to do if your goals change.

Why do I need a business plan?

Whether you are just starting out or have been running your aesthetics practice for a while, business planning is key to establishing a sustainable, profitable and successful business.

A business plan is a bit like a compass or sat nav for your business. It helps you identify and formulate your goals, navigate through them and adjust course if necessary.

It provides a flexible structure and a framework to refer back to, helping you track your progress as your business grows. It also helps you spot potential problems before they arise – forewarned is forearmed.

A business plan is essential when it comes to securing investment or a loan from the bank, but you can also use it to let potential stakeholders know about your plans and encourage customers, suppliers and potential employees to support your ideas.

What’s more, investing time in creating a strong business plan can make you feel more accountable and committed to achieving your goals. You can even include your team in the process if you are making plans to grow the business so they can get behind you and share in your success.

TOP TIP: WRITE IT DOWN

“ Every new start-up business has a business plan, whether it’s in their head or whether it’s written down”, says Hamilton Fraser CEO Eddie Hooker. “If you write down a business plan, it gives you the ability to keep looking back to see how the progress of your business is actually going. “It's good practice to start taking the information that you’ve got in your mind and put it down on paper. The reason I write everything down, and I have done since day one almost 30 years ago, is that I can refer back to it. This plan isn’t going to be where you are now and where you’re going to be forever. The whole point of the business plan is that you’re reviewing it. It’s a living document and it should be changing every 12-24 months. In certain businesses, it can change every quarter. I would always suggest reviewing it annually. “ Written business plans also come into their own when you’re looking for funding, so if you have to borrow money, then of course, a bank manager will want to see something in writing that demonstrates you’ve thought about all of the issues that will make a successful business.”

How to start writing your business plan

Writing a business plan from scratch may seem like a daunting task, but it doesn’t have to be. Following a clear structure will help you to visualise your goals and objectives.

A standard business plan usually includes the following elements:

• Executive summary
• Mission statement
• Competitor analysis
• Marketing strategy

The content of each section should be concise and specific, providing a short overview of the main points you want to get across in a clear and professional tone. You can save the details for the operational and marketing plans.

We also advise reviewing your plan regularly to make sure you stay on track. You may find that your initial plans and provisions need to shift as your business grows. But the great thing about a business plan is it can be flexible, and you can adapt and update it to flow with the times.

Remember, a business plan is a continuously evolving document that is tailored to your business, so keep it in a format that is easy to locate and simple to amend.

Key things to consider when writing your aesthetics business plan

1.  Executive summary

In simple terms, an executive summary is a short section at the beginning of your business plan that gives an overview of the main points contained within it. It introduces your plan to the reader, so it's important it is concise, clear and well-constructed.

Start by writing a statement explaining the rationale for your business idea. Consider touching on any market trends , such as menopause or regenerative treatments or the growing demand and acceptance of non-surgical aesthetic treatments, but don’t go into too much detail here. You can do this in step 3, the background section. Or you can look at demand or demographics in your geographical area.

Business is about identifying a ‘problem’ people have and providing the solution, so outline the opportunity you have identified, what you can do about it and what your competitive advantage is. This section should be no more than two pages long. You may find it easier to write it at the end once you have drafted the more detailed sections of your business plan.

2. Mission statement

Your mission statement defines and communicates the purpose of your business. It’s like your ‘elevator pitch’ and should illustrate what success means to you in three to four sentences. It can be helpful to do some research. Why not read the mission statements of other aesthetic professionals or businesses you admire for inspiration? But don’t be tempted to just copy someone else’s work. Your mission statement is about you. It should come from the heart and focus on what success looks like for your own business. Are you, for example, offering state-of-the-art treatments in a luxurious environment or catering to the needs of busy professionals who require flexible appointments?

“The important thing to think about with business plans is, first of all, what you are trying to achieve”, says Eddie. “What market are you going to be going into? Are you looking at the filler or botulinum toxin market? Are you setting up a clinic or looking at a mobile practice ? Are you looking for female customers or do you want to target men ? Do you want to be a local business or are you looking to have a much wider stretch? “For me with Hamilton Fraser, we first thought about the type of business that we wanted to be. For example, we wanted to be a professional business that was very customer-centred. This vision or ‘mission statement’ becomes your USP. “It is important to articulate that because the market is very tough out there, and there are a lot of practitioners all vying for the same business.”

3. Background

This section is your chance to go into a bit more detail and background about the aesthetics sector, highlighting any relevant industry trends and providing a short summary of how your business fits within the industry in your geographical area.

Our annual survey showed that regenerative procedures and 'prerejuvenation' (treating younger patients with preventative treatments) were the most popular trends, indicating a demand for treatments using the body’s own healing capabilities and a new generation of patients finding their way to the aesthetics market.

You can also include information here about your own background and training in aesthetics . As a business owner, it is important to convey that you have expertise in your field and demonstrate your commitment to continuous professional development as your business grows.

It is also vital to make sure that you are up to speed with developments in the rapidly evolving aesthetics sector. This can be achieved by carrying out research online and via social media, as well as by attending conferences [ve3]  and exhibitions as well as virtual events, which have become the norm since the pandemic and enable you to learn, ask questions and network with like-minded professionals.

Whether you plan to trade as a company or a sole trader, building a network of peer support around you is invaluable as it will provide you with a source of guidance to help with both the running of your business and any complication management issues that may arise.

Many aesthetic practitioners work alone. Our recent survey revealed that 55% worked solo, so connecting with other practitioners who may be experiencing similar business challenges can help you feel more connected as a business owner.

4. Competitor analysis

While the growing demand for aesthetic treatments is a positive thing for the whole sector, it does mean that aesthetic businesses operate in a fairly saturated and competitive market. For this reason, identifying your unique selling points and how you can stand out from competitors is crucial. A key part of this is carrying out a thorough competitor analysis.

You also need to consider the patient demographic that you will be targeting so that you can tailor your offering when it comes to your marketing strategy .

“One of the most important things is your marketplace and your competition”, says Eddie. “Who are your competitors? What are they doing? What is their pricing structure ? What are the qualifications of those individuals?

5. Marketing strategy

In a competitive marketplace, successful marketing is key to connecting with existing and potential customers and building your business’s reputation. Your business plan should provide a high-level overview of your marketing strategy, but you will also need to create a separate, more detailed marketing plan. This section should also include information about the products and services you will offer, your plans for pricing and promotion activities and the premises that you will operate out of.

• Define your target market and identify how your sales and marketing strategy will cater to their needs: Refer back to your unique selling points and lay out how you intend to take them to market, retain and attract patients to grow your market share. This will involve defining your target market and summarising how your sales and marketing strategy will cater to their needs
• ‍ Identify the products and services that your business will be offering : Next, you need to identify the products and services that your business will be offering, along with their benefits. Explain why you have chosen the treatments you have included on the menu. Is this based on research into what your key demographic is looking for? In addition to including the benefits, it is also advisable to acknowledge any potential disadvantages or risks. Identifying these early on can help to produce a well-rounded plan that can be adapted to adjust to challenges along the way ‍
• Pricing: How you price your treatments will vary depending on where your business is located in the country. For example, if you are based in London or another major city, it is likely that the local price of treatments will be higher than in a smaller suburban town. Do some research into what other similar clinics or businesses are offering in order to make sure you are competitive ‍
• Offers and promotions: Another thing to include in this section is your plans for any promotions. Will you offer discounts or packages to entice new customers? There is nothing wrong with this approach, but when advertising a promotion, it is important to be aware of the parameters that exist and make sure that you comply with them by referring to the Advertising Standards Agency (ASA). ‍
• Social media: The aesthetics industry is particularly active on social media platforms such as Facebook, Instagram and TikTok, so don’t forget to include a social media plan in your digital marketing strategy and marketing plan and reference it in this section of your business plan. Owen Woods, Head of Marketing at Hamilton Fraser, says, “A lot of these tools work very well for education, so if you are specialising in a particular treatment, you can explain the benefits of it, why this is better than the alternative and why a patient should come to you as a practitioner”
• Premises: If you are planning on opening your own premises, then an effective way to raise awareness of your business in the local community can be to hold an open day or evening. This gives you a chance to invite potential clients and local media to see the clinic and the range of treatments you will be offering. If you are renting a room within a clinic, salon or leisure centre, then you should focus on identifying ways in which you can tap into their existing client base (being mindful, of course, of any GDPR implications)
• Location: There are a number of options available to you when it comes to choosing the physical location of your business – you may intend to work from your own home, as a mobile practitioner visiting patients’ homes, renting rooms within existing clinics or setting up your own clinic. Your physical location may evolve as your business grows; for example, you may begin by renting a room in a salon/clinic to keep costs to a minimum while you build up your own reputation. You may then plan to expand into your own premises once you are more established. Although your strategy may change as your business grows, it is important to mention your intentions in your business plan so that stakeholders have a clear idea of your aspirations and you can make sure that you are working towards your ultimate goal
• Process: The marketing component of your business plan can also touch on your processes; for example, you may decide that your processes should be customer-focused. In this case, you might prioritise building rapport with potential clients during the consulting process or focusing on incorporating patient wellness services in your practice in order to establish a reputation for good customer service and to benefit patients' overall well-being

6. Operations

The operations section of your business plan is where you cover details concerning your day-to-day operations, such as hours of business, the equipment you will require and how you will keep track of inventory. If you’re planning on employing staff, you should include a summary of how you plan to recruit and manage your team here.

Also, highlight any internal procedures that you anticipate you’ll need to implement when the business is up and running. These are not set in stone and will most likely evolve, but it is a good idea to note them in your business plan in order to maximise transparency and make sure that you have everything covered. Such procedures include your consulting and consenting process , your approach to patient selection , how you will deal with complaints , your appointment booking, payment and record-keeping systems, and stock and waste management. It is also important to consider your obligations in relation to GDPR compliance , as you will be holding confidential client information.

Don’t forget to display your Terms & Conditions clearly – it’s important to be transparent with your clients at all times. This is also crucial if there are any subsequent issues relating to payments for treatments/services.

Building a support network, both online through social media and offline at industry events , can give you a source of ongoing guidance and an outlet to exchange experiences when it comes to best operational practices.

7. Financials

Last but certainly not least, you must include a financial section in your business plan. This should provide facts and figures showing how fast you expect your business to grow and how you plan to fund that growth. You will also need to demonstrate how you will monitor and report on the finances.

If you are starting out, you should include an assumption of start-up costs, taking into account the purchase cost of any equipment or fixtures, wages, benefits, lease and utility costs, insurance and other expenses such as membership of a professional body. In addition, you should include an estimate of earnings based on your market research and likely market share for the first three to five years.

The financial section of a standard business plan includes four key financial statements:

• ‍ Cash flow statement

The cash flow statement shows how much cash you will need to meet your obligations, when that cash is going to be required, and where it will come from. It shows a schedule of the money coming into the business and expenses that need to be paid. These figures go into a profit and loss (P&L) statement, which is generated on a monthly, quarterly or yearly basis.

• ‍ Break-even analysis

A break-even analysis is a composition of costs and sales revenue. Costs are broken down into variable costs and fixed costs. Variable costs fluctuate from month to month and include the products you will need to perform treatments, utility costs, operating expenses, equipment and employee wages. Variable costs can be direct or indirect. Direct costs are those that are directly attributed to production, such as wages and products like botulinum toxin. Indirect costs are not directly attributable to production, such as the maintenance of any equipment.

• ‍ Balance sheet

The balance sheet outlines a business’s assets, liabilities and equity. Assets include cash, inventory, accounts receivable, and equipment and fixtures owned by the business. Liabilities include any loans or outstanding bills. Equity is the amount of worth a business obtains by amortising loans and the worth of company-issued shares or stock. Assets must be equal or balanced to the company’s liability and owner’s equity.

• Income statement

An income statement is a scorecard based on the financial performance of your business that reflects a balance between sales and expenses. It is calculated by combining earnings, business expenses, capital, and inventory and raw material costs. Using these financial categories, an income statement will show a net profit or net loss, usually over a company’s fiscal year.

The key points to remember when putting together your business plan are:

• Be concise – potential investors should be able to understand what your business is about from your plan
• Be specific – explain how you are going to deliver your plan
• Know your market – show that you understand your target audience and competitors
• Be clear about how you are going to make a profit

Your plan will be essential when it comes to securing loans or investments, but it also provides a useful framework to help you understand your objectives and how you are going to deliver them.

Most importantly, have fun creating this blueprint for your business. It’s all about planning for a successful future and seeing it in black and white can invigorate your passion for your aesthetics business. No matter what is going on around you, things are always changing, so there really is no time like the present to plan for the future success of your aesthetics business.

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Apple, Google and Venmo fight new U.S. plan to monitor payment apps

Their lobbying campaign targets a federal push to subject some tech companies to the same rigorous oversight as banks. One company — Block, which owns Cash App — is also under investigation.

The U.S. government is weighing whether to treat Apple, Google and PayPal-owned Venmo more like banks — and regularly inspect some of their operations — in a move meant to protect millions of Americans who now use their smartphones to pay at the register and send money to family and friends.

But the prospect of heightened federal oversight has sparked deep and wide-ranging unease throughout the tech industry, triggering a lobbying offensive that aims to limit the government’s power to monitor mobile wallets, accounts or other digital payment services.

The spats have occurred with little fanfare on Capitol Hill and at the Consumer Financial Protection Bureau (CFPB), which unveiled its proposal for new tech scrutiny in November. The agency seeks to subject the largest payment apps and services — from money-transferring tools like Cash App, for example, to the smartphone wallets offered by Apple and Google — to the same rigorous checkups as their bricks-and-mortar predecessors.

In practice, the CFPB would gain the ability to conduct on-site reviews at these companies and examine their private documents and communications, a form of monitoring — known as supervision — meant to ensure the stewards of Americans’ money have sound financial practices. Major banks, such as Bank of America, Chase and Wells Fargo, are already subject to such federal inspections.

The CFPB has portrayed its proposal as a response to rising complaints from smartphone users, who say they struggle to resolve fraudulent charges, restore missing balances and address myriad other troubles with many popular digital payment services. While the agency’s rules are not final, regulators have also explored ways to invoke their existing authorities so that they can inspect select tech companies on a case-by-case basis, according to two people familiar with the matter, who spoke on the condition of anonymity to discuss the confidential rule-writing process.

But the tech industry has been unsparing in its opposition, arguing there is no proof that their products harm consumers. An executive at the lobbying group TechNet, which represents Apple, Google and PayPal, told lawmakers at a congressional hearing in March that the government’s proposal is legally “defective.” Other tech lobbyists have expressed fears that the CFPB stands to gain unprecedented access to their businesses, potentially enabling the government to open probes and levy punishments if it finds misconduct even outside of payment apps.

The fierce resistance suggests the tech industry would sooner sue the CFPB than submit to greater federal oversight of digital payments, foreshadowing yet another rift between government regulators and the tech and financial heavyweights under their watch.

“These are not services that a few people are using. These are products that are becoming almost a standard part of how people transact, so it’s pretty urgent,” said Adam Rust, director of financial services at the Consumer Federation of America, which has encouraged the CFPB to act. “There’s widespread use and systematic inconsistency in [oversight].”

Apple, Google and PayPal each declined to comment. Carl Holshouser, executive vice president at TechNet, said the organization does not oppose federal oversight. But he said the CFPB wrote its rules so broadly that small and medium-size businesses could face unnecessary inspections, too.

“I think the CFPB’s intent is to have a much wider regulatory purview, which will give them the ability to regulate all of the tech industry,” he said.

Rohit Chopra, the director of the CFPB, said in a statement that the agency’s proposed rules would ensure “large payment companies of all types get the appropriate oversight,” adding: “Families should get the same consumer protections regardless of whether their payments are handled by a Wall Street bank or a Silicon Valley tech giant.”

The new scrutiny in Washington reflects the rapid sea change in the way Americans spend cash. Mobile wallets, like Apple Pay, are now commonplace, and peer-to-peer money transfer apps, including Venmo, have experienced a meteoric rise over the past decade. An estimated 159 million Americans made such transactions in 2023, according to data from eMarketer , which projects that just under 75 percent of all smartphone owners will use such tools by 2027.

Spanning a vast array of services, payment apps and platforms are regulated by a patchwork of laws, from state money-transfer licenses to federal rules that govern deposits, data and consumer disputes. While some states already supervise tech companies, the extent of their reviews — and the nature of their enforcement efforts — can vary dramatically across the country, according to Christopher Odinet, a law professor at the University of Iowa who specializes in consumer finance.

“These regulators, they come in many different shapes and sizes,” he said, noting some have “really thin staffs and really lean budgets.”

But the tech companies that offer these products are not banks, so they may not receive the same federal scrutiny as other financial institutions even when their offerings are indistinguishable to the average consumer. If a user were to store money in their account on PayPal, for example, that cash isn’t always federally insured — whereas a traditional bank deposit would be guaranteed by the government and regulated accordingly.

Citing these disparities, the CFPB issued rules in November meant to subject tech giants to tougher oversight. The agency proposed supervising the largest digital consumer payment companies — those with more than 5 million transactions annually — to ensure they follow federal laws, including those that prohibit deceptive practices and protect consumers’ data.

With more aggressive monitoring, the CFPB said, it could more easily spot and address violations because the supervision process empowers the government to seek changes to companies’ practices — or take legal action. The agency’s plan arrived roughly two years after Chopra ordered some of the same companies to turn over data related to their payment apps.

“The traditional lines we drew within the financial sector have become fuzzy over the past several decades,” Chopra said in a speech before the proposed rules were released. “Big Tech companies are now taking advantage of that blurring as they move into finance, threatening the fundamental separation between banking, money and payments on one side and our real economy on the other.”

While the agency did not identify companies it would target, officials estimated that about 17 digital payment services would be subject to enhanced oversight. But the tech industry fiercely rebuked the idea, saying the CFPB would saddle a much wider array of products and services with costly, unnecessary scrutiny.

In January, lobbyists for Block, which owns Cash App, and for other services including Venmo, told the government its proposal is “without justification” and conflates many types of apps and services. Some criticisms echoed the complaints that companies tend to levy at the CFPB before suing, though the leader of the group said it was too soon to comment on next steps.

“Knowing the atmosphere, I wouldn’t be surprised if someone doesn’t legally challenge this rule,” said Penny Lee, the president of the Financial Technology Association.

Many financial technology companies faulted the CFPB for rules that could ultimately cover many more companies than portrayed — as many as 180, according to TechNet’s Holshouser, who blasted it as a “power grab to regulate.” Lobbyists for some of the most popular cryptocurrencies , crypto wallet services and their investors, meanwhile, told the CFPB it had no authority over their industry.

Some of the largest tech companies, including Apple, Amazon and Google, also flagged the “significant costs” they would face under greater federal oversight. Speaking through one of their top Washington voices — the Computer and Communications Industry Association — they fretted that the CFPB could gain unprecedented visibility into their inner workings. The tech giants said that the rules would “allow the agency to supervise and examine other activities,” even outside of payment apps, potentially opening the door for other federal investigations and punishments.

Already, Apple, Amazon and Google are facing separate federal lawsuits that accuse them of violating antitrust laws, and all three companies have been sanctioned or faced complaints related to their handling of consumers’ data. In its own filing, Amazon told the CFPB it shouldn’t be covered by the new rules at all, arguing there are no “consumer risks” with tools like its Amazon Pay service, which helps users pay for goods on other merchants’ websites and doesn’t store customers’ cash. (Amazon founder and former chief executive Jeff Bezos owns The Washington Post.)

The lobbying campaign stands in stark contrast to the thousands of complaints filed in recent years by aggrieved consumers, who have consistently told the CFPB that tech companies mishandle their money. Some have sought federal help after they struggled to resolve unauthorized charges on Venmo, for example; others have asked the bureau for aid when they couldn’t get the attention of Cash App about fraud or other issues affecting their balances.

Some of the accusations have sparked CFPB probes: The agency opened an investigation in 2022 into Block over its “handling of customer complaints and disputes,” the company later told investors. In February, the parent company of Cash App said regulators are now “considering recommending that the CFPB take legal action.” A spokesperson declined to comment for this article.

“We’ve seen a lot of problems,” said Lauren Saunders, an associate director at the National Consumer Law Center, which has advocated for agency action. “We’ve seen [consumers facing] a lot of fraud in payments, a lot of trouble reaching customer service, a lot of trouble getting their accounts unfrozen.”

Consumer groups largely have heralded the CFPB’s approach, as have state officials, who encouraged the agency this year to adopt rules that might aid their own investigations. Matthew Platkin, the attorney general of New Jersey, said in an interview that he led a coalition of 19 states in asking the CFPB to intervene, after seeing “a significant increase in risk our residents face when using a whole host of apps, especially when it comes to mobile transactions.”

Even before the CFPB finalizes its rules, however, the agency can begin supervising the most high-risk companies under its founding law. Chopra first announced that the CFPB would revise this “dormant authority” in 2022, citing the “rapid growth of consumer offerings by nonbanks” and the need to ensure they are held to the “same standards” as their financial counterparts.

Much of this work tends to occur in secret, unless companies reveal they are under supervision or the CFPB places an uncooperative firm under a legal order. It has implemented such reviews for at least one fintech company, Affirm, which offers a “buy now, pay later” service that helps people obtain short-term loans for large purchases. The company disclosed the scrutiny last year in filings with investors.

“We have always viewed the CFPB as one of our regulators, which is why we have continuously engaged with them as well as all of our other regulatory stakeholders,” Affirm spokesman Matt Gross said in a statement.

Other technology companies have been more averse to greater federal oversight, choosing to take their complaints to Congress, where Republicans have long sided with industry in seeking to rein in — or eliminate entirely — the CFPB. The political dynamic was on display last month, as House GOP leaders convened a hearing to explore the agency’s “latest action to restrict competition in payments,” primarily calling tech lobbyists, lawyers and allies to testify.

Republicans thrashed the CFPB for pursuing what they called unnecessary regulation: Rep. French Hill (R-Ark.), the top lawmaker on the House’s leading fintech-focused committee, said the CFPB’s rules would give it “carte blanche to knock down the door of companies large and small with their fleet of examiners.”

“The CFPB is trying to cast as wide of a net as possible and become a technology regulator,” he said.

Many of the GOP attacks mimicked complaints levied by technology companies, which have donated to Hill and other panel lawmakers, according to federal records reviewed by OpenSecrets, a money-in-politics watchdog.

“We have to protect consumers and safeguard them,” TechNet’s Holshouser told lawmakers during the hearing, “but onerous regulations like this will have a chilling effect on innovation.”