Start Up Reflections: Mistakes and Lessons From Opening a Spray Tan Salon
Welcome back to another blog, where we dive deep into the realities of entrepreneurship, sharing stories, insights, and lessons learned from the trenches.
Today, I’m getting a bit personal by taking you through the highs and lows of my own small business journey—the launch of my first official business, Vacay Beauty, a spray tan salon that taught me invaluable lessons about what to do—and what not to do—when starting a business.
Reflecting on this experience has profoundly shaped how I approach everything from running a branding agency to launching digital products.
So, buckle up as I share six critical wins and six painful mistakes from starting Vacay Beauty that could help guide your startup business toward success.
The Spark of an Idea: Starting a Spray Tan Salon
Starting a business is like setting off on a wild expedition. You're bound to encounter spectacular views and massive pitfalls along the way.
For me, the journey began with a simple yet powerful idea: to create a spray tan salon that wasn’t just about getting a tan, but about offering an experience—a mini-vacation for my clients right in the heart of Philadelphia.
That idea sparked the birth of Vacay Beauty, a brand that aimed to evoke the feeling of being on vacation, even during the coldest winters.
But the path to making Vacay Beauty a reality was anything but straightforward. It was filled with a mix of triumphs and blunders, each one teaching me valuable lessons about the small business journey.
Today, I’m going to share those lessons with you, starting with the wins that propelled my business forward.
Win #1: Unique Positioning and Branding
From the very beginning, I knew that Vacay Beauty had to stand out. The spray tan salon market in Philadelphia was crowded, and I needed a way to differentiate my business from the competition.
That’s where the concept of offering an experience, not just a service, came in. I chose the name Vacay Beauty to evoke the feeling of a luxurious escape, and I spent a significant amount of time honing the brand message to ensure it resonated with potential clients.
By positioning Vacay Beauty as more than just a spray tan salon, I was able to attract clients who were looking for something special.
They weren’t just coming in for a tan; they were coming in for a mini-vacation, complete with a luxurious atmosphere and personalized service. This unique positioning helped me carve out a niche in the market and build a loyal client base.
Lesson: In your startup business, think about how you can differentiate yourself from the competition. What unique experience or value can you offer that will make clients choose you over others?
Branding isn’t just about a logo or a color scheme; it’s about creating an emotional connection with your customers.
Win #2: Building a Strong Web Presence
In today’s digital age, having a strong online presence is crucial for any business, and my spray tan salon was no exception.
From the get-go, I knew I needed a professional website that would not only attract clients but also make their experience as seamless as possible.
I invested time and effort into creating a visually appealing and informative website that automated the booking process.
This investment paid off in spades. While many competitors had outdated websites or none at all, Vacay Beauty’s online presence stood out.
Clients could easily find me through online searches, book their appointments with a few clicks, and learn more about the services I offered—all from the comfort of their homes.
By focusing on SEO and user experience, I was able to attract a steady stream of clients, many of whom found me through organic search.
Lesson: For any startup business, especially in the service industry, a strong web presence is essential. Don’t skimp on your website. Make sure it’s easy to navigate, visually appealing, and optimized for search engines.
Your website is often the first impression potential clients will have of your business, so make it count.
Win #3: Influencer Outreach That Mattered
One of the most impactful strategies I employed was influencer outreach. Before officially launching Vacay Beauty, I connected with local micro-influencers, photographers, and other professionals in the beauty industry.
I hosted a "Bronze and Bubbles" event, where I treated influencers to a luxurious spray tan experience, complete with champagne and a professional photo session.
The result? A wave of social media posts that put Vacay Beauty on the map. These influencers shared their experiences with their followers, generating buzz and attracting new clients who wanted to experience the luxury for themselves.
This event not only gave me valuable exposure but also helped build relationships within the local beauty community.
Lesson: In the early stages of your small business journey, don’t underestimate the power of influencer marketing. Partnering with influencers who align with your brand can give you the exposure you need to grow your client base.
Just make sure that the influencers you choose have an engaged following that matches your target market.
Win #4: Networking in the Local Community
While online strategies are essential, I also recognized the importance of building relationships within the local community. I attended business groups, networking events, and even local trade shows, which allowed me to connect with like-minded individuals and potential clients.
One of the most significant outcomes of this networking was a feature in Philly Magazine, which provided valuable exposure for Vacay Beauty.
But more than that, networking helped me establish trust and credibility within the community. These face-to-face interactions were invaluable in building a loyal client base and creating word-of-mouth referrals.
Lesson: Networking is an often-overlooked aspect of the small business journey, but it can have a powerful impact on your business growth.
Get out there, meet people, and build relationships. You never know where a casual conversation might lead—a new client, a business partnership, or even a feature in a major publication.
Win #5: Diversification of Income Streams
One of the most critical aspects of running a successful startup business is ensuring a steady cash flow. At Vacay Beauty, I diversified the services and products I offered to create multiple income streams.
In addition to spray tans, I sold retail items like clothing and face sprays that complemented the brand and the vacation experience.
This diversification proved to be a lifeline, especially during uncertain times like the COVID-19 pandemic. When clients couldn’t come in for a spray tan, they could still purchase products online, providing a much-needed revenue stream.
Customers appreciated the variety of options available, and it helped keep Vacay Beauty afloat during tough times.
Lesson: Diversification is key to financial stability in any business, especially in a startup business. Don’t rely on a single revenue stream. Explore different ways to generate income, whether it’s through additional services, products, or even digital offerings.
This approach not only boosts your bottom line but also provides a safety net during economic downturns.
Win #6: Building a Community
One of the most significant wins of my entrepreneurial journey was the emphasis I placed on community building. I didn’t just see my clients as customers; I saw them as part of the Vacay Beauty family.
I engaged with them on social media, hosted events, and made a point to build strong, personal connections.
This focus on community paid off in more ways than one. Not only did it create a loyal client base that continued to support Vacay Beauty, but it also laid the foundation for my future ventures.
The relationships I built during the Vacay Beauty days became a valuable network that provided referrals, support, and even collaborations for my other businesses, like Daring Creative.
Lesson: Building a community should be a priority in your small business journey. Engage with your clients, make them feel valued, and foster a sense of belonging.
A strong community can be one of your most valuable assets, providing not just repeat business but also word-of-mouth marketing and support for future ventures.
Blunder #1: Overspending on Unnecessary Costs
While there were plenty of wins in my startup business journey, there were also some significant mistakes. One of the first was overspending on unnecessary costs.
In the excitement of running my own business, I found myself splurging on printing and marketing materials that I didn’t really need.
From continuously redesigning business cards to buying expensive prints that were never fully utilized, I failed to evaluate the return on investment for these expenses.
In hindsight, I realize that being more mindful of my spending could have saved thousands of dollars—money that could have been better invested in areas that directly impacted business growth.
Lesson: In the early stages of your startup business, it’s easy to get carried away with spending on things that seem important but don’t actually add value.
Always evaluate the ROI of your expenses, and be mindful of your budget. Every dollar counts, especially when you’re just starting out.
Blunder #2: Poorly Planned Expo Participation
Another costly mistake was participating in a wedding expo without proper research. I spent over a thousand dollars on a booth at the event, hoping it would attract new clients.
Unfortunately, I failed to consider the competition and ended up with a booth positioned at the end of the event. By the time attendees reached my booth, they had already encountered several other spray tan businesses.
The result was a stressful day that didn’t yield the expected results. I realized too late that I hadn’t done my homework—researching the event, the competition, and the layout beforehand would have given me a better chance of success.
Lesson: If you’re considering participating in expos or trade shows as part of your small business journey, make sure you do thorough research. Understand the event’s audience, scope out the competition, and ensure your booth is in a prime location.
Proper planning can make all the difference in whether an event is a worthwhile investment or a costly mistake.
Blunder #3: Personal Cell Phone Chaos
In the early days of Vacay Beauty, I made the mistake of using my personal cell phone number for business communication.
At first, it seemed like a convenient way to stay connected with clients. But as the business grew, so did the number of calls and messages—often at all hours of the day and night.
The lack of boundaries quickly became overwhelming. My personal and professional life blurred together, leading to burnout and stress.
Eventually, I realized that I needed to set boundaries and maintain a healthier work-life balance. I switched to a dedicated business line, which allowed me to manage client communications more effectively and regain control over my personal time.
Lesson: Maintaining boundaries is crucial in any startup business. If you’re using your personal phone for business, consider switching to a dedicated business line.
This not only helps you manage communications more effectively but also protects your personal time and reduces stress.
Blunder #4: Taking on Too Much and Getting Overwhelmed
Like many entrepreneurs, I was eager to do everything myself when I started Vacay Beauty.
From handling client appointments to managing the finances, I took on every task, believing that I needed to be involved in every aspect of the business.
While this hands-on approach helped me learn a lot, it also led to burnout. I neglected self-care, strained personal relationships, and reached a point where I was completely overwhelmed.
I eventually realized that I couldn’t do it all on my own and needed to delegate tasks and prioritize my well-being.
Lesson: As a startup business owner, it’s easy to fall into the trap of trying to do everything yourself. But this approach isn’t sustainable in the long run.
Learn to delegate tasks, build a support system, and make time for self-care. A balanced approach is essential for long-term success and avoiding burnout.
Blunder #5: Missed Opportunity with Paid Advertising
While Vacay Beauty experienced strong organic growth, I regret not exploring paid advertising sooner.
I relied heavily on word-of-mouth and social media, which worked well, but in hindsight, a well-executed paid ad campaign could have further accelerated the business’s growth.
Paid advertising, especially in the early stages of a startup business, can be a powerful tool for reaching a wider audience and attracting new clients.
It’s an investment that, when done correctly, can yield significant returns. I missed the opportunity to capitalize on this, and it’s something I’ve made sure to incorporate into my subsequent ventures.
Lesson: Don’t underestimate the power of paid advertising in your small business journey. While organic growth is important, paid ads can help you reach a larger audience and drive faster growth.
Consider allocating a portion of your budget to advertising, and experiment with different platforms to see what works best for your business.
Blunder #6: Underestimating the Importance of Research
Finally, one of the biggest mistakes I made during the small business journey of Vacay Beauty was underestimating the importance of research.
Whether it was participating in expos or launching new products, I sometimes made decisions based on assumptions rather than thorough research.
This lack of research led to several missteps, including the poorly planned expo participation and missed opportunities for growth.
I learned the hard way that research is essential for making informed decisions and minimizing risks.
Lesson: Research should be a cornerstone of your startup business strategy. Before making any major decisions, take the time to gather information, analyze your options, and assess potential risks.
This approach will help you make smarter choices and avoid costly mistakes.
Conclusion: Lessons from the Small Business Journey
The journey of launching Vacay Beauty was a mix of triumphs and blunders, each contributing to valuable lessons learned along the way. From unique positioning and branding to building a strong web presence and community, these wins propelled the business forward.
On the other hand, overspending, poorly planned expo participation, personal cell phone chaos, taking on too much, missing out on paid advertising, and underestimating research serve as reminders of the importance of balance, planning, and delegation in any startup business.
As you embark on your own small business journey, remember that mistakes are inevitable, but they are also opportunities for growth. Learn from your blunders, celebrate your wins, and keep pushing forward.
Building a successful business is a marathon, not a sprint, and every experience—good or bad—is a step toward your ultimate goal.
Thank you for joining me on this reflective journey. I hope these entrepreneurial lessons become part of your success playlist.
See you next time on Daring Made!