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拥有连锁店的挑战

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核心提示:chain store owners are a busy, determined breed. these enterprising entrepreneurs first proved themselves as successful

chain store owners are a busy, determined breed. these enterprising entrepreneurs first proved themselves as successful single conventional salon owners and then decided to spread their wings and fly.

连锁店所有人往往比较繁忙,也很有决心。这些具有创业精神的企业家首先要证明他们是成功的传统美容店的店主,然后才能展开翅膀展翅翱翔。

if you currently own one salon and are thinking of expanding to two, you are thinking chain. and, like an expectant mother of twins or triplets, you need to be prepared.

如果你现在拥有一家美容店,正考虑扩张为两家,你的行为就属于连锁。此外,就像生双胞胎甚至三胞胎的母亲一样,你也需要做好充分准备。

a business plan is a good place to start and will provide you with an excellent compass to guide any business venture to success.

制定商业计划是良好的开端,为你提供指导企业迈向成功的良好指南。

according to bryan noland, co-owner (his partners are allen dear and terry clifford) and general manager of metropolitan dallas-based chain desert tan, inc., the key to his company's success lies in its business plan.

根据总部位于达拉斯都市区的连锁“沙漠皮肤美黑公司”(desert tan inc.)合伙人兼总经理布莱伦·诺兰德(bryan noland)——他的生意伙伴包括阿伦·迪尔(allen dear)——和特瑞·克利福德(terry clifford)的说法,他的公司成功的关键在于商业计划。

"it's hard to go through uncharted water without a map," he says. "forty-five percent of business owners don't have a business plan and, truthfully, they can't build a solid foundation without one. every serious business owner needs one--especially one that is well thought out."

“没有地图就驶向世界简直无法想象”,他说,“45%的企业主都没有商业计划,正因如此,他们的企业根基都不牢靠。每个严肃认真的企业主都需要一份商业计划——尤其是经过深思熟虑的商业计划。”

briefly, a business plan consists of a company "mission" statement (100 words or less explaining what your company is all about), as well as actual, anticipated and predicted financial information.

简单地说,商业计划包括公司“使命”陈述(100个单词以内,对公司进行解释说明),以及实际的、预测的和预计的财务信息。

"go to your local library," says noland. "it will have books on how to write a business plan. in addition, community colleges in your area may be offering night courses on how to prepare a business plan."

“到当地图书馆”,诺兰德说,“那里有些书讲述的就是如何起草商业计划。此外,当地的社区大学也提供夜间课程,讲授如何起草商业计划书。”

if you don't have the time to attend night classes, computer software now is available to take you step-by-step through the business plan process.

如果你没有时间上夜间课程,现在计算机软件也能分步骤向你介绍商业计划的起草过程。

noland offers another suggestion.

诺兰德又提供了另一个建议。

"be sure to revise your business plan on a month-to-month or quarterly basis," he says. "this is wise to do because change is the one thing you can count on when it comes to running your own business."

“一定要按月或者按季度修订商业计划”,他说,“这种做法十分明智,因为到你开始运营企业的时候,情况肯定会发生变化。”

however, what you don't need to revise or improve upon, especially if you already operate a successful single salon, is the way you do business.

但是,一旦你已经开始经营成功的单个美容店了,你不需要修订或者改进的是经营方式。

according to gary haw and richard guyette, co-owners of thousand oaks and agoura hills, calif.,-based chain tan l.a., if you are thinking of expanding from one to two stores, it is important to remember that one of the reasons your first salon was so successful was because you were there to run it in the first place.

根据总部设在加利福尼亚千棵橡树(thousand oaks)和奥格拉山(agoura hills)地区的连锁公司“皮肤美黑洛杉矶”(tan l.a.)共同所有人盖瑞·豪(gary haw)和理查德·盖耶特(richard guyette)的说法,如果你考虑从一家店扩张到两家店,一定要记住,第一家美容店成功的主要原因是有你在店里亲自经营。

"everything at our first salon is still the same," says haw. "we didn't change anything. i think that's important because too many people place too much emphasis on the second salon and they tend to forget about their first one. keep in mind that your clients are used to having you there. so, when you open your second salon, find the right people to run it and let your new clients develop a rapport with them."

“我们开的第一家店现在还是一如既往”,豪说道,“我们什么都没有改变。我想这是因为很多人过于重视第二家店,从而忽视了第一家。要记住你的客户还是喜欢你在店里的。因此,开第二家美容店的时候,要找到合适的人来经营,让你新客户也熟悉并喜欢他们。”

however, haw admits that is a lot easier said than done.

但是,豪也承认很多事情说起来容易做起来难。

"one of the challenges of owning a chain is that you want to be at all of the locations, all of the time," he says. "but you have to let go and let the new manager run the salon. of course, you'll oversee it, but it's important to give him or her an opportunity to do it their way."

“拥有一家连锁店的一大挑战是,老板总是想每个店都照顾到”,他说,“但是一个人是分身乏术的,你不得不放手,让新经理去经营。当然,你可以监管,但是最重要的还是让新经理放手去管。”

the challenges of chain store ownership

拥有连锁店的挑战

according to scott and bobbie jo lundgren, co-owners of the advantage tan chain in rapid city, s.d., one salon is fun, but two can be too much sometimes.

位于南达科他州拉皮德市连锁店“快速皮肤美黑”(rapid tan)的共同所有人斯科特(scott)和波比·乔·伦德格润(bobbie jo lundgren)认为,一家美容店是乐趣,两家有时候就不是这么回事了。

"there are longer hours to put in when you own a chain, says scott. "and, trying to get employees to show up on time can be challenging,"

“开连锁需要投入更多时间”,斯科特说,“为了让员工准时上班有时都很困难。”

energy tanning's lipman and eddlemon agree: "every day there is something different to contend with," says eddlemon. "employee turnover is definitely an issue. we run energy tanning as a corporation and when you have lower income positions, those positions don't always stay filled. fortunately, though, we've been very lucky with our employees."

“能量皮肤美黑”(energy tanning)的李普曼和爱德曼也同意,“每天都有一些事情让你疲于奔命”,爱德曼说,“员工离职是个问题。我们的“能量皮肤美黑”(energy tanning)是公司化运作,如果你的职务较低,工资也较低,这些职位总是确认。幸运的是,我们的员工还不错。”

desert tan's noland believes finding the right key personnel is an essential ingredient for any successful chain store owner.

“沙漠皮肤美黑”(desert tan)的诺兰德认为,找到合适的关键员工是所有成功的连锁店老板最重要的一件事。

"finding the right people to put in place as you expand and grow is definitely a challenge," he says. "the bottom line is you are only as good as your people and you need to have managers that you can count on."

“随着连锁店的扩张和增长,找到合适的人就成为了一项挑战”,他说,“底线是你也是普通人,你需要可以依靠的经理来帮你经营。”

according to tan l.a.'s haw, with two or more salons you have twice as many problems and twice as many things to worry about.

“皮肤美黑洛杉矶”(tan l.a.)的豪认为,在开了两家或两家以上的美容店以后,你的问题和忧虑也会成倍增长。

"that alone is the no. 1 reason for hiring good people," he adds.

“这是解释聘请合适员工重要性的最重要的原因”,他补充说。

however, sunchain's chaney believes there is an even greater challenge in owning a chain of salons.

但是,“太阳连锁”(sunchain)的查内认为,拥有连锁美容店还有一个更大的挑战。

"you have to take a successful single salon program including your customer service program, sales program, equipment program, etc. and duplicate it," he says. "it's one thing to be successful in one place, but it's a lot harder to duplicate the program."

“你还需要带来你在第一家店的成功经验,包括客户服务方案、销售方案、设备方案等等,然后进行复制”,他说,“在一个地方取得成功是一回事,但是进行成功的复制是另一回事。”

on the other hand, there seems to be one good reason to be fruitful and multiply.

另一方面,进行复制的理由非常充分。

the advantages of owning a chain store

拥有连锁店的优势

despite the apparent challenges, one of the best reasons to expand is money. obviously, when you own two or more salons you will be earning more money. however, another fiscal advantage involves borrowing money.

尽管挑战非常明显,为了钱还是要扩展。显然,拥有两家或者两家以上的美容店,你赚的钱会更多。但是,财务上有优势的同时,还需要借钱。

of course, almost every person who has ever walked into a bank to get their first salon financed will testify that attaining funds isn't always an easy task. the good news is getting funding for your second or third salon doesn't seem to be as difficult.

当然,每个人在开第一家美容店的时候都曾经走进银行去融资,而且都知道借钱从来不是一件容易事。好消息是,第二家或者第三家美容店的融资难度会低一些。

"first of all, when you go to the bank, you will have a successful track record to take with you," chaney says. "so, you will definitely have the ability to go out and get funding because you have experience."

“首先,你有成功的记录在那里放着,”查内说,“所以,你绝对有能力获得贷款,而且你有经验了。”

of course, this doesn't mean that after owning a single salon for six months you can just saunter into a bank and expect to get a loan.

当然,这并不是说你经营了一个美容店六个月以后,就可以大摇大摆向银行申请贷款了。

"when it comes to lending purposes a bank will want you to be in business at least two years," chaney adds.

“如果要贷款的话,银行希望你已经从业两年了,”查内补充说。

noland agrees: "banks have a tendency to notice you and funding is more readily available as a chain," he says. "the bank definitely will have more confidence in you."

诺兰德表示认同,“如果你做的是连锁店,银行一般比较愿意提供贷款”,“他们对你的信心比较足。”

a chain also shares some of the same advantages as a franchise including shared advertising and marketing costs, equipment and accessory discounts, and, yes, those two important words--name recognition.

连锁店也具备特许经营的一些优势,包括共担广告和市场营销成本、设备和配料的折扣;另外还有重要的一点,就是品牌或名称的认可。

"overall, being a chain shows security and stability," says noland. "the thing about owning a chain is it calms peoples fears. clients and potential clients will recognize you as a professional and your business as a growing entity. when you own a chain it demonstrates business stability and the customer relaxes."

“总之,连锁店意味着安全和稳定”,诺兰德说,“拥有连锁店可以缓解人们的担忧心理。客户和潜在客户认为你是专业人士,你的企业是一个增长中的实体。如果你拥有连锁店,这说明生意稳定、客户放心。”

final thoughts & advice

最后想法和建议

big things and little details cannot be overlooked or ignored when it comes to running a chain of stores--this includes purchasing the right equipment for the salons.

在经营连锁店的时候,不管是大事还是小的细节都不能忽视,包括给美容店采购合适的设备。

"be sure to buy and invest in the right equipment," says tan l.a.'s haw. "equipment definitely can make or break a tanning salon."

“一定要购买合适的设备”,“皮肤美黑洛杉矶”(tan l.a.)的豪说,“设备的好坏决定皮肤美黑美容院的成败。”

in addition, these chain-store pioneers suggest you watch your expenditures and location choices.

另外,连锁店的先驱者们建议你要注意开支和选址。

"without a doubt, you will have higher overhead," says noland. "so, don't only watch the big costs, be sure to look after the small items as well. the little touches, the extra amenities you offer your clients can really add up."

“毫无疑问,你的管理费用会更高”,诺兰德说,“不要只看那些大额成本,也好关注小来小去的东西。你提供给客户的一些貌似不值钱的东西其实加起来也不少。”

more importantly, when you are looking at locations, be sure to do your homework.

更加重要的是,选址的时候一定要做足功课。

"be cautious about locations," noland advises. "research and study the market and know what the trends are and where they might be heading. i realize it's extremely hard to predict growth, especially in a growing market, but try. for example, when opening another salon, you might want to ask yourself whether it would be better to build a 30-bed salon and put in 20 beds now and leave yourself some room for growth in the future. of course, it could mean you will be paying rent on 1,200 square feet of space that is not generating any revenue for awhile. on the other hand, it could be an extremely wise choice. so, it's important to study the market, as well as ask and answer these types of questions honestly."

“选址的时候一定要注意”,诺兰德建议说,“调查和研究市场,了解市场趋势和发展方向。我意识到对增长进行预测非常之难,尤其是在一个不断扩张的市场里,但是一定要尽量去预测。例如,你打算再开一家美容店,你要自问,是不是应该建一个二十张床位的美容店,为今后的增长预留一些空间。当然,这可能意味着你暂时需要为1200平方英尺不能产生利润的店面支付租金。但是从另一方面看,你的选择可能是明智的。因此,一定要对市场进行调查研究,要忠实的对这些问题进行一问一答。”

conventional, mega salon, chain or franchise, ultimately the success of any business venture depends upon one word and one word only--professionalism.

传统的大型美容院,不管是连锁店还是特许经营,最终任何企业的成功都靠一个词——专业性。

"whether you are developing a conventional, mega salon, chain or franchise your top priority should be professionalism," chaney says. "that professionalism should be passed down to each and every one of your locations. this priority is of utmost importance because i believe a weeding process has begun in our industry. the bottom line is salon owners should not open their stores on shoestring budgets or hire barely living people to work behind the counter. in addition, whether you are a conventional, mega salon, chain or franchise owner, you need to make sure you emphasize education. as a professional that still is a major part of your responsibility."

“不管你是在发展一个传统的大型美容院还是特许经营,你的第一要务应该是其专业性。”查内说,“每个店都应该将专业性发扬光大。专业优先非常重要,因为我认为这个行业已经开始重新洗牌。底线是,美容店业主不能在像过去那样小本预算了,或者只是在柜台后面雇个人在那站着。另外,不管你是传统的大型美容店特许经营店还是连锁店,都需要重视教育。作为专业人士,这是你的一大责任。”

 
 
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