BLOOMING BEAUTY

Written on the 8 January 2015 by Laura Daquino

BLOOMING BEAUTY BRAZILIAN Beauty is embarking on an ambitious expansion plan this year, planning to set up shop in Sydney and Melbourne as soon as possible.

And for founder Francesca Webster - who is inundated with franchisee enquiries on a weekly basis - possible is solely based on the "right person, at the right place".

The beauty and brains behind the franchise, Webster is busy planning the brand's east coast expedition which will see her business grow beyond its current 20-salon strong base.

After hitting this milestone last month with Brazilian Beauty's Albany Creek salon opening, Webster expressed her goal of reaching 50 salons nationally in the next five years, with five salons already booked to open in 2015 located in Sydney and Melbourne city centres.

Webster is a strategy maven, moulded by systems-wizzes and her former workplaces in the United Kingdom, BBC and Morgan Stanley.

She started Brazilian Beauty ten years ago hinged on connecting culture, system and process.

"I suppose we go above and beyond in comparison to other franchise systems," says Webster.

"We definitely don't just give the brand to anyone, and it works both ways as we maximise our ability of attracting the right people by having the right culture in place." 

With the majority of salons - 17 out of 20 - located in a single city, this may indicate an aggressive expansion strategy has taken place. However, occurring over the course of ten years, this may instead indicate a calculated, risk-balancing entrepreneur is at the helm.

Case in point, Brazilian Beauty's 20 salons are involved in a Google cost-per-click campaign of close to one million unique keywords.

"We hold franchisees hands every step of the way, and I guess that's what benefits us in the long term as we haven't had any salon closures to date," says Webster.

"As much as I want Brazilian Beauty to grow as quickly as possible, we sometimes have to say no to growth to safeguard this."

Webster runs a tight ship where every new team member spends five days at the Brazilian Beauty head office, salon health checks occur quarterly, franchisee and mystery shopping dates are held monthly, and the golden measure of KPIs are checked daily, weekly and monthly.

"My background in the UK was in IT, and I love the technology space," says Webster, who thinks of her business as operating equally on this dimension as any other.

"Brazilian Beauty isn't going to invent the next iPhone; but we can still be innovative by leveraging the business based on market forces, which is what we did with the taboo of Brazilian waxing back in 2004 through radio advertising our services.

"To me, IT is about the improvement of systems or processes that results in greater productivity or profitability."



Author: Laura Daquino Connect via: Twitter LinkedIn

Latest News

ONE OF AUSTRALIA'S 'DOPE HOPES' MOVES CLOSER TO IPO

QUEENSLAND Bauxite (ASX: QBL) is planning an independent ASX listing for its majority-owned cannabis producer, with Q...

AFTERPAY GOES TRANS-TASMAN WITH TRADE ME DEAL IN NEW ZEALAND

AFTERPAY Holdings Ltd (ASX: AFY) has entered into an agreement with New Zealand trading site Trade Me Group Ltd (A...

THE 2017 MELBOURNE TOP 50 COMPANIES REVEALED: NUMBERS 50 TO 41

THIS WEEK Business News Australia will reveal the 2017 Melbourne Top 50 Companies, featuring all the movers and sh...

FORMER MFS EXECUTIVES HIT WITH DISQUALIFICATIONS AND MASSIVE FINES FOR MISAPPROPRIATING FUNDS

FIVE key players involved in an investment company that collapsed in 2008 owing $2.5 billion have been ordered to ...

Related News

AFTERPAY GOES TRANS-TASMAN WITH TRADE ME DEAL IN NEW ZEALAND

AFTERPAY Holdings Ltd (ASX: AFY) has entered into an agreement with New Zealand trading site Trade Me Group Ltd (A...

STARTUP SUCCESS BOILS DOWN TO PERSONALITY, SAYS EXPERT

THOSE who own startups will know that there are many essential qualities of a good entrepreneur; their tenacity, fina...

SLATER AND GORDON TAKES SPOTLESS TO COURT

SPOTLESS Group (ASX: SPO) has been hit by a class action launched by Slater and Gordon (ASX: SGH) in the Federal C...

TOPSHOP GOES INTO ADMINISTRATION AMID VOLATILE RETAIL MARKET

TOPSHOP has become the latest in a string of retailers blasted by the volatile retail market, as the iconic fashio...

BOOK YOUR FUNCTION SPACE HERE

 

 

 

Contact us

Email News Update Sign Up Contact Details
Subscriptions

PO Box 2087
Brisbane QLD 4001

LoginTell a FriendSign Up to Newsletter