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

OROTON GOES CLICKS AND BRICKS AS PROFITS SLIDE

TWO former Aussie lawyers have turned their passion for fashion into a $15 million dollar international business six ...

MANTRA'S SHARE PRICE SURGE INDICATES 'SUITORS ARE CIRCLING' THE HOTEL GROUP

THE rumour mill surrounding a high-level takeover of Mantra Group (ASX: MTR) is in full production with its shares su...

MELBOURNE CBD GEMS SELL FOR $17 MILLION, MARKING A NEW PROPERTY HOTSPOT

LITTLE Lonsdale Street in the heart of Melbourne's CBD has become a favourite for investors in 2017, following th...

CAN GOOGLE RECOVER FROM GLOBAL CONTROVERSY OVER ITS PROGRAMMATIC ADVERTISING SYSTEM?

IT'S the story that has rocked the world of advertising. The lucrative Google (NASDAQ: GOOGL) advertising system ...

Related News

RAY OF HOPE FOR SLATER AND GORDON AS LENDERS STEP IN

EMBATTLED law firm Slater and Gordon (ASX: SGH) has announced to the ASX that it has launched confidential discussion...

SPROUTX PROVIDES THE SEED FOR AGTECH STARTUPS

AGTECH innovation fund SproutX has opened applications for its first accelerator round, backed by $10 million from...

GAS PRICES MAY FORCE BRICKWORKS TO TAKE MANUFACTURING OVERSEAS

BRICKWORKS Limited (ASX:BKW) chairman Robert Millner says soaring energy prices may force the company to turn to offs...

CHINA CONTINUES TO COLLECT AUSSIE PROPERTY ASSETS

CHINESE coin continues to dominate Australia's offshore real estate investment market, accounting for almost h...

EVENTS COMING UP

 

Contact us

Email News Update Sign Up Contact Details
Subscriptions

PO Box 2087
Brisbane QLD 4001

LoginTell a FriendSign Up to Newsletter