The business live stage at salon international 2022

With the many economic challenges the industry are currently having to face, attendees of Salon International 2022 are primed to gain all of the advice and support they need, thanks to the Business Live Stage, sponsored by the NHBF. Here's an insight into some of the talks that have been taking place. (And if you want to keep up with the events live over the course of the weekend, here's the Business Live Stage schedule).

Saturday 8 October

Plan For Progress: How To Build A Dynamic Salon Business Strategy

Keith Mellen, managing director of Anne Veck Limited, Ian Harrold, founder of Attitude, and Brooke Evans, owner of Brooke Evans Ironbridge, all gathered on the stage to discuss their experiences in creating a dynamic business strategy. They first discussed barriers to creating a dynamic business, with Keith noting that be believes three of the most prominent barriers to doing so are funding, recruiting a talented team and  and ensuring you have a clear vision about what you want to achieve. Meanwhile, Brooke added that environmental factors can also be a hurdle - and one you can't always plan for. She said: "You go into business not knowing what the obstacles will be until it's there. And then you deal with it, and a new one comes up." For Brooke, one of her first hurdles was the salon flooding. Ian referenced this later in the talk, explaining, "You need to be resilient and believe in yourself." This can be helped by having friends in the industry, as they can relate more to your business struggles than your family perhaps can. They all agreed that the way you train your staff is crucial; Ian quoted The Sassoon Academy, saying: "It's better to train people to leave than train them to stay," adding, "My team don't have to stay with my journey." This was something Brooke expanded on, explaining: "My job as a salon owner is to encourage my staff so much that they want to go and be a salon owner themselves, or an educator - after all, we all have our own ambitions. If they want to go an do it, they will. And if in ten years' time they're on a stage winning an award, and can say, 'I had a great experience with Brooke Evans,' then that's a job well done. Meanwhile, Keith noted that if you value your staff, you need to pay well - and that salons shouldn't be afraid to put their prices up. "If you're providing a great service, then in most markets, people won't leave you." We'll be keeping this article up to date throughout the weekend, so be sure to check back in later for more.

Sunday 9 October

Be Unforgettable: How To Build, Define and Live Your Salon Brand

Sherrie Emery, MD of Glow Bright Marketing, Phil Smith, salon owner and brand founder of Phil Smith, and Mark Woolley, founder and creative director of Electric Hair, took to the stage to discuss how important branding is within the industry, and compared those who brand themselves versus their business. Another topic up for discussion was the difference between branding and marketing. Mark shared: "The thing you do and how good you are at it is what's important. We use our brand and culture to make our team, and our clients, feel like they're a part of something." Phil added: "Whatever you are perceived to be with your brand, you haver to back it up. If you're changing £150 for a haircut, you need to give £150 value." Sherrie continued: "You have to be clear with who you're targeting. Everyone is not your client - and that's OK. You need to be really clear about who you're going after, otherwise all the money you spend on marketing, you may as well just burn. Once you define it, you can make a solid strategy." Whilst on the panel, they were asked whether it is okay to change and update your branding - and all three agreed that it is. Sherrie explained that it can be an evolution - what is important is making sure you take your clients on that journey with you. Meanwhile, Mark highlighted the changes the world faced as a result of Covid, and how so much is different post-pandemic. "Anyone who hasn't evolved their branding after that... I think will be in trouble," he said. He added: "A picture is worth 1,000 words - but now a video is worth 1,000 pictures."

Monday 10 October

Apprenticeships: What's next? Hosted by NHBF

Caroline Larissey, Wendy Cummins, and Lesley McCormack took to the panel to discuss apprenticeships within the hairdressing sector. From expressing their passion and knowledge discussing how important apprenticeships are within the hairdressing industry, to advice and top tips.

Master the Basics: Getting to Grips with the Essentials of Salon Finance

Hellen Ward, managing director at Richard Ward Hair & Metrospa, Toby Dicker, Co-Founder at THE CHAPEL Hairdressing, and Kerry Mather, company director of KJM Salons, were up for discussion on all things salon finance on Monday afternoon. The panel then opened the floor to questions where they gave advice on profit and loss, growing businesses to new sites, and financial investors. When discussing advice for starting out a studio, Hellen said: "Go and have your own hair done in a couple of places, and feel how it feels to be a customer, and use it to your advantage by taking note of what you thought was fantastic experience and apply that to your own space."