“No matter who I was speaking with or what advertising literature I was handing out, I always marketed the same message. “I did everything I could to get the word out and always sealed it with a firm call-to-action plan,” she said. Here, consistency came into play in outreach and marketing. In the early years, Patel acquired customers through word of mouth, community outreach, cross-promotions with local business and plenty of conversations with media and apartment property managers. “I believe in business fundamentals such as constantly reinvesting the money that you’re making back into your business, and that you should always have more money coming in than going out,” Patel said. “I could stop what I was doing for six months to put the framework together to raise capital, or I could just keep moving forward and focusing on the client experience and bottom line.”Īs a result, growth is based on profits earned by the business, and those come before expansion. Raising capital is a full-time job in and of itself, and not only is it an uphill battle for female entrepreneurs to raise capital in comparison to their male counterparts, but it’s also a waste of time if you don’t need it,” Patel said. “First, I move too fast to stop and raise funds. Looking back at how this came about, Patel there were several factors at play comprising the personal, the entrepreneurial and the societal. Patel has no outside investors, and started the business with an initial bank loan (It was paid off years ago). That was how Patel described the path to arriving at the franchise model that brought expansion to new states. “Start small, grow big, and along the way, refine, refine, refine" Today, that comprises more than half of clients who seek out the business. It’s all designed to reach people who are brand new to facials. Providing knowledge about skincare is woven throughout the experience, as the facial bar employs licensed estheticians who aim to empower clients through education. The products, meanwhile, were clean and simple. The facials were 30 minutes long, so they fit into a consumer’s lifestyle. “The only way I could have consumers get facials consistently is if I made them affordable, accessible and approachable,” Patel said.Īt Clean Your Dirty Face, facials were priced at $50 each, and they are now less with a membership. The target audience is the point in the journey where the adage about results and consistency was applied to skincare. Patel quit her job in 2013 to pursue a passion in wellness, and by 2015, she opened the first Clean Your Dirty Face facial bar. Unaware that the lifestyle choices I was making played a key role in my skin’s health, I wish I possessed some basic skincare knowledge earlier.” “Not once in my 20s would I have gone out in public without foundation on. “On the surface, I looked like I had good skin but it was really because I was using makeup to cover up my blemishes and acne scars,” she said. But there was a link between beauty and wellness that changed her outlook. Living in Chicago and working as an attorney in her 20s, Patel wore makeup daily. Educate your customers, and lower barriers to entry
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