Business Plan

for
Date May 13, 2023 AMES Spa Center
Owner’s Name Arwa Salhiya

Business Address 2648 Plainview Street

City, State, Zip Kalamazoo, Michigan 49009

Phone Number +312 868 5738

Email arwa@amesmassagetherapy.com

Simple Business Plan

I. Business Description
Business name, type (home-based, retail, ecommerce, etc.) and legal entity of business:

AMES Spa

Business owner(s) name(s):

Arwa Salhiya

What the business is doing, making, selling (products/services/both/other):

Ames bath $150

 Steam, Sauna, Jacuzzi, Heated Tile

 Exfoliation using a special cloth Body Scrub using natural bay leaf soap
 Bobble Body using Turkish leaf soap.
 25 minutes massage
 Addition to all available cold and hot soft drinks.

Himalayan Scrub bath $200

 Steam, Sauna, Jacuzzi, Heated Tile

 Exfoliation using a special cloth Body Scrub using natural bay leaf soap
 Bobble Body using Turkish leaf soap.
 25 minutes massage
 Exfoliation using Himalayan pink Salt Scrub.
 Addition to all available cold and hot soft drinks.

Aromatherapy Turkish bath $250

 Steam, Sauna, Jacuzzi, Heated Tile

 Exfoliation using a special cloth Body Scrub using natural bay leaf soap
 Bobble Body using Turkish leaf soap.
 50 minutes massage with essential oil from Doterra
 Addition to all available cold and hot soft drinks.
Wedding Day Turkish Bath $400

 Steam, Sauna, Jacuzzi, Heated Tile

 Exfoliation using a special cloth Body Scrub using natural bay leaf soap
 Bobble Body using Turkish leaf soap.
 30 minutes massage
 30 minutes Body and face Mud ending with hydrating lotion in our private faculties.
 Ear candling
 Addition to all available cold and hot soft drinks.

Ames king package $300

 Steam, Sauna, Jacuzzi, Heated Tile

 Exfoliation using a special cloth Body Scrub using natural bay leaf soap
 Bobble Body using Turkish leaf soap.
 50 minutes massage
 50 minutes Full Body Wrap Mud
 Face Mask
 Addition to all available cold and hot soft drinks.

Bride Package $350

 Steam, Sauna, Jacuzzi, Heated Tile

 Exfoliation using a special cloth Body Scrub using natural bay leaf soap
 Bobble Body using Turkish leaf soap.
 50minutes massage with Aromatherapy essential oil from Doterra oil
 Hot Stone Facial
 Face Mud Mask
 Ear candling
 Addition to all available cold and hot soft drinks

Swedish (50 minutes/80 minutes)

A classic technique using therapeutic soft tissue manipulation to ease muscular tension and stress while providing deep relaxation and a sense of renewal.

$75/$105

Deep Tissue (50 minutes/80 minutes)

Deep tissue work increases circulation, releases built-up toxins, and heals and restores balance to the body and nervous system.

$90/$125

*Rejuvenation (65 minutes)

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A refreshing massage using a customized blend of essential oils and an exfoliating salt scrub for the back. Top it off with a soothing hot towel massage for the feet.

$100

*Pregnancy (30 minutes/50 minutes)

May relieve the physical and emotional discomfort that pregnancy brings, such as backache, leg cramps, fatigue, insomnia and headache. Physician release required
during first trimester.

$50/$75

Sport massage (50 minutes)

Incorporates a collagen crystal mask which helps to metabolize facial cells, eliminate melanin, inhibit formation of skin pigment, and condition the skin while mois-
turizing and reducing wrinkles.

$75

Hot stone (65 minutes)

Indulge with the relaxing warmth of hot basalt stones on your back to help rejuvenate your mind and body.

$105

Bamboo (65 minutes)

Bamboo Fusion is a technique which incorporates warm bamboo sticks of varying shapes & sizes to provide relaxing & healing results. The warmth from the bamboo
sticks, in combination with rolling movements by the Massage Therapist, work deep into the muscle to melt tension away. Equally wonderful for clients wanting a
deeper pressure, as for those who enjoy a lighter touch, Bamboo Fusion leaves you feeling revitalized and renewed.

$105

Body cupping (50 minutes)

Enhances any massage session or to be enjoyed exclusively. Massage cups are applied to the skin and pressure in the cup is reduced by suctioning out air

$70

*Face lifting cupping (25 minutes)

$40

Ear candling (30 minutes/50 minutes)

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 $35/$65

Lymphatic Drainage (60 Minutes/80 Minutes)

A specific light-touch therapy, Manual Lymphatic Drainage Therapy, or MLD, is a gentle, rhythmic stimulation of the lymph nodes and lymph vessels that can dra-
matically increase the normal rate of lymph flow. The slow rhythmic strokes move the skin and connective tissue, creating a gentle pumping action that increases
flow in the tissues, promoting regeneration.

$130/$150

Profile or characteristics of customer(s) who will buy the products or services:

The primary target customers for the business will be individuals and couples seeking relaxation and relief from stress and tension. The target market will include
adults (18 and older ) of all genders, particularly those who live or work in the surrounding area. Additionally, the business will target tourists who visit the area
looking for spa services..

Where and how customers can buy:

Online booking at www.amesmassagetherapy.com

Telephone +312 868-5738
walk in booking at the store

Hours of operation:

From 9:00 AM to 6:00 PM, [Monday through Saturday, Closed on Sundays.]

Description of Facility:

The massage therapy business will be located in a commercial area (rented) that is easily accessible to customers. The facility will consist of six rooms, including
three massage rooms for single-person massages, one room for couples’ massages, one room for facial treatments, and one room for pedicures/Mancaris. The facility
will be tastefully decorated to create a relaxing and calming environment.

Local, state, or federal licenses or certifications needed:

The business will require a state massage therapy license (already certified) and a state cosmetology license for the pedicure and Mancari services.

Mission and Purpose

Purpose and mission of this business – the reason it exists and the problem(s) it is solving or need(s) it is filling):

The purpose of the business is to provide high-quality massage therapy services to help customers relieve stress and tension and promote overall well-

being. The mission is to create a relaxing and peaceful environment where customers can feel pampered and rejuvenated.
Goals to be achieved over the next 5 years (vision):

Over the next five years, the business aims to establish a strong reputation in the community as a top-quality massage therapy business. The business also

plans to expand its services by adding additional treatment options and increasing the number of therapists on staff. Finally, the business aims to increase
revenue by 15% annually and achieve a net profit of $50,000 in the first year and $100,000 in the fifth year.

II. Market Analysis – Marketing & Sales

The industry and specific type of business within that industry:

The massage therapy business will focus on local marketing efforts, including advertising in local newspapers and magazines, distributing flyers in the surrounding
area, and establishing partnerships with nearby hotels and resorts. The business will also create a website and social media presence to reach a wider audience. To
promote customer loyalty, the business will offer discounts and promotions for repeat customers and referrals.

SWOT—Strengths, Weaknesses, Opportunities, Threats

External
Opportunities for business success:

The growing demand for spa services presents an opportunity for the business to grow and expand its customer base

How to make best use of the opportunities:

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 By providing high-quality services and establishing strong partnerships with nearby hotels and resorts, the business can attract new customers and increase revenue.

Threats that could impact business success:

Competition from other massage therapy businesses in the area could impact the business's ability to attract and retain customers

Ways to manage or offset potential threats:

By offering unique services and establishing a strong reputation for quality, the business can differentiate itself from competitors and attract new customers

Internal
Strengths of the business:

The business owner is a licensed massage therapist with experience in the industry, which will help ensure high-quality services. The business already has 50% of the
equipment required to start the business, which reduces startup costs

Weaknesses of the business:

The business is new and has no established customer base, which could impact initial revenue.

Ways to manage weaknesses:

By offering promotions to attract new customers and establishing partnerships with nearby hotels and resorts, the business can attract new customers and build a
strong reputation for quality.

Market Analysis
Description of the best (primary target) customer (characteristics/profile) that has the greatest need and financial resources to purchase:

The primary target customers for the massage therapy, facial, and nail services are individuals who lead busy and stressful lifestyles and are looking for a way to
relax, rejuvenate, and improve their overall health and well-being. These customers may be middle-aged, working professionals, both male and female, who are
willing to invest in self-care and wellness.
In terms of financial resources, the target customer will have enough disposable income to invest in their well-being regularly. They value quality service and are
willing to pay for a premium experience. They may also be interested in purchasing packages or memberships to receive regular services at a discounted rate.
The target customer is health-conscious, interested in self-improvement, and values the benefits of holistic healing. They may have specific health concerns or
conditions, such as chronic pain or skin issues, that can be addressed through massage therapy, facials, and nail services.
The business will also target couples looking for a relaxing and romantic experience, as well as individuals seeking pre-wedding or special occasion treatments.
These customers may be willing to pay a premium for private rooms or specialized services.

Description of how customers will benefit from these products or services:

Customers will benefit from the massage therapy services by experiencing reduced stress and tension, improved circulation, relief from pain and stiffness, and an
overall sense of relaxation and well-being. The massage therapists at the business will use various techniques and styles of massage to meet the unique needs of each
client, whether they are seeking deep tissue work, Swedish massage, sports massage, or other modalities.
Facial treatments will provide customers with a deep cleansing of their skin, and help to improve their skin's texture, tone, and appearance. Customers will benefit
from reduced acne and blackheads, improved hydration, and minimized fine lines and wrinkles. The esthetician will use high-quality products and techniques to
customize the facial treatment to the individual needs of each customer.
Customers will benefit from pedicure and manicure services by experiencing a relaxing and rejuvenating treatment for their hands and feet. The nail technician will
use high-quality products and techniques to provide customers with a variety of nail services, including nail shaping, cuticle care, and nail polish application.
Additionally, customers can expect to receive a foot soak, exfoliation, and massage during their pedicure, which can help improve circulation, reduce foot and ankle
pain, and promote overall relaxation.

Define the size and location of your sales/service area, i.e., local city, county, neighborhood, 5-mile radius, etc.:

Kalamazoo metro area.

Names, addresses, and description of one to three direct competitors already doing this type of business in the area:

Oasis Hot Tub Gardens - 1080 10th St, Portage, MI 49024

Description: Oasis Hot Tub Gardens offers private outdoor hot tubs for rent by the hour, as well as massages and facials.
Terra Spa - 140 S Kalamazoo Mall #140, Kalamazoo, MI 49007
Description: Terra Spa offers a variety of spa services, including massages, facials, waxing, and nail services.
Bellis Therapeutic Spa - 3870 Lovers Ln, Kalamazoo, MI 49002
Kalamazoo Massage Center
Address: 219 S Westnedge Ave, Kalamazoo, MI 49007
Description: Offers a variety of massage therapy techniques including Swedish, deep tissue, sports, and prenatal massage.

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 The Woodhouse Day Spa - Kalamazoo
Address: 219 S Drake Rd, Kalamazoo, MI 49009
Description: Provides a range of massage therapy options such as Swedish, deep tissue, hot stone, and aromatherapy massage.
Kalamazoo Valley Massage Works
Address: 614 W Michigan Ave, Kalamazoo, MI 49007
Description: Offers various massage therapy services such as Swedish, deep tissue, sports, and hot stone massage.
Massage Green Spa
Address: 6026 W Main St, Kalamazoo, MI 49009
Description: Provides a range of massage therapy options such as Swedish, deep tissue, hot stone, and prenatal massage.
ZEN Salon & Spa
Address: 350 E Michigan Ave, Kalamazoo, MI 49007
Description: Offers various massage therapy services such as Swedish, deep tissue, hot stone, and prenatal massage.

Description of our “competitive advantage” – what makes us better or different than the competition:

Our massage therapy business aims to differentiate itself from the competition by offering a personalized and holistic approach to wellness, which combines massage
therapy, facials, and nail services under one roof. Here are some of the key competitive advantages we offer:
Experienced and licensed professionals: Our team of massage therapists, estheticians, and nail technicians are highly skilled and experienced, ensuring that customers
receive high-quality and personalized treatments.
Personalized approach: We offer a personalized approach to each customer, tailoring our services to their specific needs, preferences, and concerns. We believe that
everyone is unique and deserves a customized experience to achieve optimal wellness.
Holistic approach: Our services are designed to address not just physical but also emotional and mental health concerns. Our massage therapy techniques incorporate
aspects of aromatherapy and other complementary therapies to enhance relaxation and healing.
State-of-the-art facilities: Our facilities are designed to provide a serene and calming environment for customers, with private treatment rooms equipped with the
latest technology and amenities.
Competitive pricing: We offer competitive pricing for our services, making it accessible to a broader range of customers while maintaining high-quality treatments.
Convenient location: Our location is conveniently located in a prime area, making it easily accessible to a wide range of customers.
By offering a personalized and holistic approach, high-quality treatments, and state-of-the-art facilities, we aim to stand out from the competition and establish
ourselves as the premier destination for massage therapy, facials, and nail services in the area

Marketing Strategies
Description (or “picture”) of the brand and image – character of your business -- what people will remember about the business, and that will appeal to potential
customers:

The brand and image of our massage therapy business will be centered on a holistic approach to wellness, relaxation, and self-care. Our business will be known for its
calming and inviting atmosphere, expert therapists, and high-quality services that prioritize the needs and preferences of each individual customer. We will strive to
create a warm and welcoming environment where customers feel comfortable and cared for.
Our brand will also emphasize our commitment to using natural and organic products in our treatments, as we believe that this is an important aspect of promoting
overall health and wellness. We will work to build a reputation as a trusted and reliable provider of massage therapy services that are tailored to meet the unique
needs and goals of each customer.
Overall, our brand will be characterized by a focus on personalized attention, quality service, and a commitment to promoting holistic wellness and self-care. We will
seek to create a memorable and positive experience for every customer who walks through our doors.

Marketing message: short way we describe/define the business so it captures interest (“tag-line”):

Here are three possible taglines for the massage therapy business:
"Relax, rejuvenate, and restore with our personalized massage services."
"Experience the healing power of touch at our holistic massage studio."
"Unwind and recharge your mind, body, and soul with our expert massage therapy."

List of three or more marketing, promotion, and advertising tactics to be used to convey the brand, image, and messaging (including what, where, and how often):

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 What exactly is the AMES SPA?
• Massage therapy is a form of alternative medicine that involves the application of pressure and manipulation of the muscles, tendons, ligaments, and skin. It is
often used to relieve stress, tension, and pain, and promote relaxation and wellness. Different techniques and styles of massage are used, including Swedish
massage, deep tissue massage, sports massage, and prenatal massage.
•
• Facial treatment involves various skin care treatments for the face, including cleansing, exfoliation, extraction, moisturizing, and facial massage. It is designed
to improve the overall health and appearance of the skin, by removing dead skin cells, unclogging pores, and improving circulation.
•
• Pedicure and manicure are cosmetic beauty treatments for the feet and hands, respectively. They typically involve soaking the feet or hands in warm water,
trimming and shaping the nails, cleaning and moisturizing the skin, and applying nail polish or other decorative elements. Pedicure and manicure services are
often combined, and may include additional treatments such as exfoliation, massage, and paraffin wax dips.
How do I benefit from Turkish Bath?
• Massage Therapy:
1) Reduces stress and anxiety
2) Relieves muscle tension and pain
3) Improves blood circulation and lymphatic drainage
4) Enhances flexibility and range of motion
5) Boosts immune system function
6) Promotes better sleep quality
• Facial Treatments:
1) Cleanses and exfoliates the skin
2) Hydrates and moisturizes the skin
3) Reduces signs of aging and improves skin texture
4) Minimizes acne and breakouts
5) Brightens and evens out skin tone
6) Promotes relaxation and stress relief
• Pedicure/Manicure:
1) Improves the appearance and health of nails and cuticles
2) Softens and smooths rough or calloused skin on the feet and hands
3) Relieves stress and tension in the hands and feet
4) Promotes better blood circulation
How Does the Turkish Bath work?
Massage Therapy:
Massage therapy involves manipulating the body's soft tissues to help improve overall health and well-being. During a massage therapy session, a trained therapist
uses a variety of techniques to help reduce muscle tension, alleviate pain, improve circulation, and promote relaxation. The therapist may use their hands, fingers,
forearms, elbows, or even special massage tools to apply pressure to different parts of the body. Each massage therapy session is customized to the individual's needs
and preferences.
Facial:
A facial is a multi-step skincare treatment that helps to improve the overall health and appearance of the skin on the face. During a facial, a trained esthetician
cleanses, exfoliates, and massages the skin, using a variety of specialized products and techniques. Facials can help to improve the tone and texture of the skin, reduce
the appearance of fine lines and wrinkles, and improve circulation.
Pedicure and Manicure:
A pedicure and manicure are both treatments that focus on improving the appearance and health of the nails and surrounding skin. During a pedicure, the feet are
soaked in warm water, nails are trimmed and filed, cuticles are pushed back, and the feet are massaged. During a manicure, the hands are soaked, nails are trimmed
and filed, cuticles are pushed back, and the hands are massaged. Both treatments may also include the application of nail polish or other specialized treatments.

Sales Strategies
Description of sales strategies – how to convert interest into an actual purchase:

The sales strategies for the massage therapy business can include the following:

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 Consultation and personalized approach: During the initial consultation, the massage therapist can assess the client's specific needs and preferences and provide
recommendations for the appropriate massage techniques and services. This personalized approach can help build trust and rapport with the client and increase the
likelihood of a purchase.
Packages and promotions: Offering package deals, promotions, and discounts can encourage clients to purchase multiple sessions or try new services. For example,
the business can offer a discounted rate for clients who purchase a package of five or ten massage sessions upfront.
Referral programs: Encouraging satisfied clients to refer their friends and family can be an effective way to increase sales. The business can offer incentives, such as
a free massage session or a discount on future services, to clients who refer new customers.
Upselling: During the massage session, the therapist can suggest additional services or products that complement the client's needs. For example, after a massage
session, the therapist can suggest a facial or pedicure to help the client relax and enhance their overall experience.
Online booking and payment: Providing an easy-to-use online booking system and secure payment options can make it more convenient for clients to purchase
services and increase the likelihood of repeat business.
Overall, the sales strategies should focus on providing excellent customer service, building relationships with clients, and offering customized solutions to meet their
needs.

Description of pricing strategies – what will be charged for services/products:

Calculate the total cost of service and then add a profit margin, “see our list of services and prices on pages 1-3.”

Description/detail on the cost of producing your product or service:

The cost of producing the services will vary based on several factors, such as the cost of labor, equipment, supplies, and rent.
The primary cost of producing massage therapy, facial, and pedicure and manicure services will be the cost of labor. The business will need to hire licensed massage
therapists, estheticians, and nail technicians to provide these services. The cost of labor will be determined by the prevailing wage rates in the local area.
The cost of equipment and supplies will also be a significant expense for the business. This will include massage tables, facial chairs, pedicure stations, nail
equipment, and products. The cost of equipment and supplies will vary based on the quality of the equipment and the brands of the products used.
Lastly, the rent of the facility will be a significant fixed cost for the business. The rental cost will depend on the location and size of the facility. Other variable costs,
such as utilities, insurance, and marketing expenses, will also need to be considered.
To determine the total cost of producing each service, the business will need to calculate the cost of labor, equipment and supplies, rent, and other expenses
associated with providing the service. This total cost can then be used to determine the appropriate pricing strategy for each service.

Description/detail on how business will make a profit and how much:

At the beginning, a low profit margin will be the target on the stage of promoting the business.
The target will be covering the costs with 10 to 20% profit margin and 5% increasing margin in each year.
Example:
To determine how much profit the business can make, we first need to estimate the revenue and deduct the expenses. The revenue will be based on the pricing
strategy and the estimated number of customers. The expenses will include the cost of equipment, supplies, rent, utilities, insurance, and employee wages.
Assuming the following pricing strategy:
Single-person massage: $80/session
Couple-person massage: $140/session
Facial treatment: $70/session
Pedicure and Manicure: $50/session
And assuming that the business can serve an average of 25 customers per week, with an equal distribution of the services, the estimated revenue per week would be:
Single-person massage: $80 x 10 sessions = $800
Couple-person massage: $140 x 2 sessions = $280
Facial treatment: $70 x 5 sessions = $350
Pedicure and Manicure: $50 x 8 sessions = $400
Total revenue per week = $1830
Based on the cost of the equipment and supplies that the investor already has and assuming additional expenses for rent, utilities, insurance, and employee wages, we
estimate that the total weekly expenses will be around $1300.
Therefore, the estimated weekly profit will be around $530.
Over the course of a year, the business can potentially make a profit of around $27,560. However, this is just an estimate and can vary based on various factors such
as the number of customers, pricing strategy, and expenses.

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III. Management & Operations
Key Personnel
List of names, work duties and responsibilities, qualifications, and experience for each person associated with the business, including outside advisors:

Arwa Salhiya – Owner- Certified Massage therapist.

Sana Salhieh- Director Manager – MBA. Certified Supply Chain Expert.

Business Operations & Processes

Description of all the steps, activities and/or processes that have to happen to produce, sell and deliver the product or service (work activity flow chart):

Massage Therapy:

Customers typically fill out a health history form and discuss any specific needs or problem areas with the massage therapist.

The massage therapist then leads the customer to a private room and instructs them to disrobe (to their comfort level) and lie face-down on the massage table.

The massage therapist will use various techniques, such as Swedish or deep tissue, to address the customer's needs and provide relaxation.

After the massage, the customer may be given time to relax on the table before getting dressed and returning to the reception area.

Facial:

Customers typically fill out a skin consultation form and discuss any specific skin concerns or goals with the esthetician.

The esthetician will cleanse and analyze the customer's skin, and then determine the best treatment plan based on their needs.

The treatment may involve steaming, exfoliation, extractions, a mask, and facial massage.

The esthetician will apply appropriate products for the customer's skin type, such as serums, moisturizers, and sunscreen.

The customer may also receive recommendations for a home skincare routine.

Pedicure:

Customers typically soak their feet in warm water and relax in a massage chair.

The nail technician will trim and shape the nails, and then push back the cuticles.

The nail technician will also buff and exfoliate the feet and lower legs, and may perform a foot massage.

The customer may choose to add polish or other nail treatments, such as gel polish or callus removal.

Manicure:

Customers typically sit at a nail station and discuss any preferences or concerns with the nail technician.

The nail technician will trim and shape the nails, and then push back the cuticles.

The nail technician will also buff and exfoliate the hands and forearms, and may perform a hand massage.

The customer may choose to add polish or other nail treatments, such as gel polish or nail art.
● These are general steps, and the specific process may vary depending on the establishment and the individual service provider.