Aesthetic Clinic Business Plan: STP Model, Marketing Mix & Projections

This document presents a comprehensive business plan for an aesthetic clinic in Ireland, detailing the strategies for market entry and sustainable growth. It includes an executive summary outlining the clinic's services and objectives, followed by a thorough market analysis using the STP model (Segmentation, Targeting, and Positioning) to identify the target audience and effective marketing approaches. The plan elaborates on the marketing and sales strategies, including the marketing mix (Product, Price, Place, Promotion, People, Physical Evidence, and Process), research and development activities, and Porter's Five Forces analysis to assess the competitive landscape. Furthermore, it covers staffing and operational aspects, including organizational structure and work allocation, and concludes with financial projections, providing a holistic view of the clinic's potential for success. Desklib is your go-to for solved assignments.

Business Planning

Table of Contents
PART 1: ELEVATOR PITCH............................................................................................................................3
Covered in PPT.........................................................................................................................................3
PART 2: BUSINESS PLAN........................................................................................................................3
Executive Summary.....................................................................................................................................3
Aesthetic Clinic Description........................................................................................................................4
Market Analysis..........................................................................................................................................4
STP Model..................................................................................................................................................4
Marketing/Sales Strategy.............................................................................................................................7
Marketing Mix.............................................................................................................................................7
Research and Development.......................................................................................................................10
Porters five force model............................................................................................................................10
Staffing and Operations.............................................................................................................................12
Financial Projections.................................................................................................................................17
References.................................................................................................................................................19
Appendix...................................................................................................................................................22
Reflection..................................................................................................................................................22
Appendix 1: Reflections............................................................................................................................23

PART 1: ELEVATOR PITCH
Covered in PPT
PART 2: BUSINESS PLAN
Executive Summary
On the basis of this report, it can be determined that there are various sources are needed in
order to maintain the market position of the organization. In this report, proper business planning
is considered which can helpful to start a business so that business owner can effectively start a
business and maintain the long term sustainability rate of the business. In this assessment, a
specific idea of the business is generalized by the owner which is Aesthetic Clinic that offers
various types of services. The main concern of this project is to identify specific appropriate
techniques and maintain the market analysis so that it will make easy for the owner to identify
the target market and audience. In order to maintain the performance of the company, owner of
the Aesthetic Clinic need to apply marketing and sales strategies so that owner of the business
can easily generalize the whole situation of their competitors. With the help of research and
development, it will helpful to conduct market research so that owner can effectively identify the
general prospective of the targeted customers and maintain some modification as per the
requirement of the customers. Through staffing and operations, all the work allocation activities
are done properly. This report also discussed about the financial projections of their business
plan all the financial resources and activities can easily arrange by the owner.
Aesthetic Clinic Description
The main motive of this report is to generalize the business planning and maintain proper
business executions in order to maintain the position of the business more strong. The primary
goal of the business is to spread the awareness of the business so that organization can
effectively get the attention of their customers. The new business plan is all about the Aesthetic
Clinic which is establish in the Ireland and the main motive of this new business plan is to

provides different types of services in order to solve the issues of the customers and patients. In
this time, most of the people are concerned about their health and also looking forward to consult
the doctors and take care about their skin and health. This new business idea is all about the
Aesthetic Clinic and the primary motive of the clinic is to provide various types of healthcare
and skin care facilities to their customers so that patients and other customers can effectively
improve their overall health (Lefrancois, Mamidipudi and Li, 2020).
Market Analysis
STP Model
STP is considered as the most prominent marketing approach, which can helpful to improve the
effectiveness of the business and useful to target the market audience. Segmentation, targeting,
and positioning (STP) is a prevalent strategic concept. It is determined that growing prominence
of customer-centric marketing above differentiated products. For example, in marketing, an
audience-focused approach might assist offer more relevance and tailored messaging to
commercially relevant demographics. As a result, STP & marketing personas go hand in hand.
STP adds value & improves marketing efficiency & productivity in marketing. STP boosts
productivity & enhances the market value of the Aesthetic Clinic (Kim and Song, 2017). STP is
a gasoline additive that improves engine quality and reliability. 'STP' for marketing accomplishes
a similar goal: it improves marketing effectiveness of the campaign while making fuel (cost) go
further (as measured by return on investment, or ROI). The strategy is straightforward:
businesses categorize their markets to discover groupings of prospective clients, then target those
customers with particular advertising messages aimed to differentiate the company's product and
brand from rivals." For this report, Excellence Aesthetic Clinic is a new business plan which is
going to establish in Ireland. The main motive of the business owner is to improve the marketing
and promotional activities so that their business can gain more positive responses of the
customers. Excellence Aesthetic Clinic is a partnership firm which start by the two partners and
offer various types of healthcare related goods so that aesthetic clinic effectively attract the
customers by their skin care goods. In order to segment and target the customers, owner of the
business need to utilize the STP analysis which are helpful to target the customers. The
description of this Model is as follows –

Segmentation
Market segmentation is the process of identifying customer requirements and traits based on
a variety of market segments, which can range from specific attributes like age and gender to
more intangible factors like lifestyle, personality, or even previous conduct. Geographic,
demographic, psychographic, and behavioral factors are the key segmentation variables.
Excellence Aesthetic Clinic is a new business in which owner of the business are prepare a plan
in order to segment the population into various groups and divide these groups into subgroups so
that clinic can easily target their customers.
 Geographic segmentation - Geographic factors divide the market into geographical
units, allowing offerings to be tailored to local requirements. Population can be
segmented by the country, regional, city, district and town (Jalil, Javaid and Muneeb,
2018).

 Demographic segmentation - The most commonly utilized variables are demographic
variables, which segment the market based on demographic parameters such as age,
gender, income, stage of life, gender or religion.
 Socio-economic segmentation - Social class, living environment, and personality traits
are all factors in psychographic variables. Aesthetic Clinic segment based on income,
profession or education (Grimmer, Miles and Grimmer, 2016).
 Psychographic segmentation - This segmentation mainly concerned about the
perception of the customers, mindset of the customers. With the help of this
segmentation. Excellence Aesthetic Clinic is generalize this segmentations which can
helpful to identify the mindset of the Aesthetic Clinic attract the customers. Personal
characteristics, lifestyle is considered by the organization.
 Behavioral segmentation - The market is segmented by behavioral characteristics such
as the occasion, benefits sought, user status, consumer perception & consumer
characteristics (Easterby-Smith and et. al., 2021).
Targeting
Targeting is the second step of the STP model, in which companies use a marketing plan
to target certain categories. Businesses should assess the desirability of each category at this
point and choose one or more to enter. The market size, demonstrable variations across groups,
expected earnings, and accessibility are some of the aspects to examine. This decision is also
influenced by the company's activities, product unpredictability, product portfolio stage, market
variability, and the business strategies of rivals. Excellence Aesthetic Clinic is a new business
plan which a partnership firm is providing skin care products and services. The main motive of
the clinic is to target all age group people and address their skin and healthcare related problems
in the Ireland.
Positioning
The third component of the STP model is positioning, in which the Aesthetic Clinic seeks to
build a positive image of its products and services in the minds of consumers. Businesses must
structure their service in such a way that it has the best chance of being successful in a certain
target group, and then create proper marketing mixes to convey and deliver this perspective to

the market (Cheah, Amran and Yahya, 2019). As a result, businesses may choose to pursue a
cost leadership strategy, in which they obtain a competitive advantage through a low cost price,
or a differentiation approach, in which they provide a greater quality that justifies a higher price.
Excellence Aesthetic Clinic is a new business plan which is about to provide the skin care
services. The main motive of the partners to focus on the promotional activities so that clinic can
easily improve their market positioning so that owners can effectively spread the awareness of
their business and reach the large number of customers. There are various types of activities are
considered by the clinic in order to improve the market value of the firm like social media
marketing, digital marketing strategies, promotion through Facebook , Instagram Twitter,
LinkedIn and YouTube (Burns and Dewhurst, 2016).
The STP model is a strategic approach aimed at assisting businesses in developing and
implementing a marketing strategy that is acceptable for the target segments determined. The
STP model is one of the most significant procedures in Strategic Marketing because of the
numerous and diverse preferences and buying patterns of today's consumers. All three stages
should be evaluated and aligned with one another in order to produce a fluid plan (Bougatsas,
2017).
Marketing/Sales Strategy
Marketing Mix
There are numerous instruments utilized in the corporate sector to complete specific tasks,
and this is true when it comes to promoting the products. The marketing mix is one of the most
well-known of these advertising tactics. The marketing mix is a collection of seven components,
or types of decisions, that a Aesthetic Clinic handles in order to effectively and efficiently
promotes their commodities. What began with four Ps has grown to seven.
 Product - The first P is in charge of the genuine product that is being sold to the
consumer, whether it is a tangible item or a service. This P also includes important

concepts like the brand's appearance, name, and packaging. Excellence Aesthetic Clinic
offers a wide choice of products and maintains a strong product line. The organization's
major aim is to fulfill the growing population with the performance and value of their
products (Brownlee).
 Price - The second P addresses any pricing concerns that have been detected with the
item. Above all, overall income, as well as competitor estimations, determines whatever
the cost of the product would be. Excellence Aesthetic Clinic prefer a minimum pricing
to target customers for this new plan, and they used a price penetration approach to
expand into new markets (Bell and Rochford, 2016).
 Place - Place, is considered as the most effective P in the unique marketing mix, deals
with distribution system enquiries and delivering the product to the customer. Here,
value-based, technical, and administrative challenges are addressed, and decisions are
made directly now about where to get the item and whether a sales pressure is needed,
among other things. Excellence Aesthetic Clinic creates space in the surrounding market
to develop their stores & outlets so that customers can easily acquire their products
(Bandi and Gupta, 2020).
 Promotion - Promotional activities are helpful to improve the effectiveness of the
company. Because the cost of transmission, communication, and offering items to
customers can soar in direct proportion to the true costs of production, extreme caution
must be exercised when deciding how to convey, interact, and provide products to
customers. Organizations use print media channels, particularly newspapers and posters,
to attract local residents (Ata, Lee and Sönmez, 2019).
 People -The first P of the extended marketing mix is focused with the people who work
at the company. Because this is whoever the customers will be dealing with, it is critical
to enroll and train the correct people. Excellence Aesthetic Clinic engages in strategic
hiring in order to attract high-potential individuals capable of building strong customer
relationships (Lim, 2021).
 Physical Evidence - It's crucial how an item is presented to a customer, together with its
surrounds. Block & mortar establishments that sell an item, in specific, must be
attractive, easy to navigate, and, if the item getting sold is expensive, finer than other
locations. The organization is planning to open stores in the local market so that people

may come in and buy their goods. Clinic can utilize the social media marketing and
online marketing activities so that this newly business can maintain the business
operations and interact with the customers effectively (Long, Gengand Shakeel, 2016).
 Process - The final P approach is used to manage customer service and an organization's
ability to provide service, address protests, and predict problems in advance. Excellence
Aesthetic Clinic is primarily concerned with their operations, such as production,
manufacturing, and distribution, in order to ensure that all tasks are completed in a
structured manner.
McKinsey 7 S Framework
In the 1980s, Robert H. Waterman and Tom Peters developed this concept. This is a model work
as a managerial tool that may be used to maintain all of the activities of the Excellence Aesthetic
Clinic internal environment, which are listed below –
Figure 1, The McKinsey 7s Model, 2021

 Strategy – This conceptual framework is necessary for the clinic internal operations to
run smoothly. Excellence Aesthetic Clinic can effectively evaluate risk and implement
appropriate strategies to minimize risk uncertainty through effective strategy with the
support of effective approach (Lopatin and et. al., 2019).
 Structure – This component aids in the creation of a certain working arrangement among
personnel. The clinic manager must maintain a good organizational structure in order to
provide correct direction to the personnel and ensure that communication channels flow
smoothly.
 System – The goal of this element is to organize and manage all of the activities in a
methodical manner. The Excellence Aesthetic Clinic provides standards to ensure that all
employees work in a methodical manner.
 Shared value – This aspect of McKinney is advantageous in terms of sharing more value
and maintaining a consistent brand image. The Excellence Aesthetic Clinic adheres to all
ethical guidelines that can assist in sharing more value with clients and customers.
 Style – This factor is mostly followed by clinic managers and leaders in order for them to
adopt a specific management and leadership style in order to increase the clinics
performance.
Research and Development
In order to improve organized this partnership business, both partners need to conduct
small scale market research in which owners can work appropriately and generalize the entire
situations of their competitors. With the help of Porters five force model, clinic can effectively
identify the impact of some specific factors and forces on their new business. There explanation
of this model are given below -
Porters five force model
Michael E. Porter published the five forces framework, a fundamental concept about
competitive forces, in 1979, and it quickly became the de facto instrument for identifying forces
driving industrial competitiveness. The five forces - threat of substitute products, buyer
negotiating power, and supplier bargaining power, threat of replacement products or services,
and rivalry among current rivals - are thought to apply to all industries, regardless of

technological or economic growth. Since then, the business world has become increasingly
global and complex, necessitating a rethinking of this widely used management tool. The
explanation of all the involved factors in context of Excellence Aesthetic Clinic are given below
-
Figure 2, Porter’s Five Force Framework, 2020
 New entrants - New entrants, or the possibility (and likelihood) of new competitors a
sector and enhancing competition, is the first of Porter's Five Forces we'll look at. The
chance of admission is usually dictated by the barriers to access. If they are low and
require little effort, time, or money, the possibility of competitors rushing in is quite real.
The force of the new entries for the Excellence Aesthetic Clinic is high because this

Aesthetic Clinic is new in the so Aesthetic Clinic has fear sustainability in the market
(Mortimer, 2016).
 Bargaining Power of Suppliers – Because there is so many suppliers in the market,
Excellence Aesthetic Clinic the bargaining strength is limited. Clinic works with a variety
of vendors so that the clinic can be effectively maximized their productivity if vendors
are in great demand. Clinic needs to focus on improving their supply chain and attracting
a big number of customers (Qu and et. al., 2019).
 Bargaining Power of Buyers- Because there are many buyers in the market who have a
choice of wherever they want to invest their funds because customers are the king of the
market, the force of buyers bargaining is strong in the setting of the Excellence Aesthetic
Clinic. It determined that clinic gives high-quality services to its clients and consumers
in order to attract them and get a competitive advantage over its competitors. All
customers can target specific consumer categories and advertise their products in the
regional supermarket so that a larger number of people are aware of their useful services.
The force of the buying behavior of the customers is in context of the Excellence
Aesthetic Clinic is high because customer has various options for switch their brand
(Reder and McKeag, 2020).
 Threat of Substitution – Because there are so many clinics in the Ireland, each with its
own strategy for attracting guests, the force and threat of substitution is considerable
Excellence Aesthetic Clinic. It is analyzed that Clinic can provide easy deals and
discounts, as well as low-cost packages to attract locals, which enable the phone would
continue providing greater market sustainability. The force of threat of substitution is
moderate for the clinic , because clinic is offering the unique products & services so that
Aesthetic Clinic can attract the customer toward their side.
 Competitive Rivals – Because there are many competitors in the healthcare industry, the
force of competitive rivals is high for the hotel, so it is necessary for the Excellence
Aesthetic Clinic to analyze the current condition of their rivals and prepare a suitable
strategy so that the clinic can achieve more productivity by meeting customer needs. The