Business Development Plan: Herbal Salon in Birmingham, UK - Project

This project presents a comprehensive business development plan for establishing a herbal beauty salon in Birmingham, UK. The assignment begins with an introduction outlining the rationale for choosing this topic, emphasizing the growing demand for grooming services and herbal products. It defines the aim and objectives, including market share acquisition and the use of marketing tools. The project provides a detailed literature review of the salon industry in the UK, discussing the different types of salons, market trends, and consumer preferences for herbal products. The methodology section outlines the research approach, data collection methods, and analysis techniques. The data/result analysis chapter presents the findings from both qualitative and quantitative research. The discussion, conclusion, and recommendations chapter interprets the results, assesses the achievement of objectives, and provides suggestions for future improvements. The plan encompasses market analysis, competitive analysis, marketing strategies, and financial projections, offering a complete roadmap for launching and operating a successful herbal salon business.

Business Development Plan

TABLE OF CONTENTS
CHAPTER ONE: INTRODUCTION..............................................................................................3
Abstract........................................................................................................................................3
Rationale......................................................................................................................................3
Scenario chosen...........................................................................................................................3
Aim and Objectives.....................................................................................................................4
Background of the project...........................................................................................................4
Structure of the project................................................................................................................5
CHAPTER TWO: LITERATURE REVIEW..................................................................................7
CHAPTER THREE: METHODOLOGY......................................................................................15
CHAPTER FOUR: DATA/RESULT ANALYSIS.......................................................................20
CHAPTER FIVE: DISCUSSION, CONCLUSION AND RECOMMENDATION.....................34
REFERENCES..............................................................................................................................38

CHAPTER ONE: INTRODUCTION
Title: To prepare a business development plan for opening a herbal salon in Birmingham,
UK.
Abstract
This assignment is based on establishing a new business in Birmingham, UK. This report
will provide an insight into the core aims and objectives pertaining to the business idea and
analysing the idea through the appropriate literature and the secondary research data. It will
involve use of various marketing tools and techniques for further discussing the business idea. It
will state the research methodology which is being used for achieving the desired objectives. It
examines the various aspects of the business ideas and makes use of various sources of data in
order to gather relevant market related information on a current basis which will act as a support
system for effectively analysing the market and future prospects and potential of the market in
meeting up with the changing market conditions. In simple terms, it will provide a direction
through which the new salon business idea can be implemented in the Birmingham, UK. It is
recommended to analyse the market continuously and make use of high quality products.
Rationale
The rationale behind selecting this topic is nowadays, there is an increase in the demand
of the grooming services as people are more and more interested or concerned about their skin
and beauty. This has resulted into increase in the demand of the salon services. Apart from this
people are interested in herbal and organic products involving no chemicals and having no side
effects. This topic is important now as there is an increase in the awareness among the people in
relation to their well-being. Thus, this makes the selection of this topic important. There
researcher has analysed the data pertaining to it which will be made useful in effectively
developing the business plan. It will take into account the needs and preferences of the
consumers in the respected field in order to meet with their expectations and retaining them for
long and building a good relationship.
Scenario chosen
The scenario chosen for the purpose of introducing the new business idea in the market is
the herbal beauty salon which will be established in Birmingham, UK. This business scenario is
being selected because there is lack of herbal salons in the place which can pose as an
opportunity for meeting the needs and preferences of the customers in a better way. Along with

this, it will help in taking the first mover advantage and grabbing the greater portion of the
audience along with the larger marker share. This scenario is considered to appropriate as it is
having a huge potential in the selected marketplace. If the opportunities are rubbed and analysed
on an appropriate time then it will result into a huge business success.
Aim and Objectives
Aim:
The aim of the project so to create a business development plan for the purpose of
establishing a herbal beauty salon in Birmingham, UK.
Objectives:
 To understand the herbal salon market in Birmingham.
 To acquire the market share of 20% in first two years.
 To determine the marketing tools which can be useful in establishing the business idea.
 To discuss the issues of the business model.
Background of the project
The salon business has been growing at a higher pace which is mainly because of the
increase in the demand of it among the people irrespective of type and the age group. The
increase in the consumer awareness, hygiene and the personal grooming has further widened the
market for the salon services. But, apart from this, consumers have started understanding the
negative impact of the non-herbal beauty care products which has caused a rise in demand of the
herbal products among the consumers. There is an increase in the number of entrepreneurs who
are coming up with the attractive and innovative business ideas which helps in effectively grab
the opportunities being available. The idea of establishing a herbal beauty salon is that there are
very few in number or no such business in the chosen area. Therefore, the selected market is
considered to be full of potential for generating positive results for the new business
establishment.
Along with this, in order to generate the need for such herbal services among the
consumers will help in acquiring the more customer and creating a place in the prevailing
market. This report will provide an insight into the various factors or the elements which the
businesses are required to taken into account in order to identify the key factors having an impact
over the successful implementation of the business idea. This study will be helpful in
understanding the current market industry pertaining to the business idea and based on which

strategies that is available with the business would be identified which can be useful in
effectively identifying and implementing the right strategy. It incorporates making use of the
various sources for the purpose of collecting market and business related information which will
help in effectively accomplishing the desired business objectives. Apart from this, it will provide
the proper analysis and discussion of the project findings and based on which the relevant
recommendation is being provided.
Structure of the project
The structure of the project defines the procedure in which the project will be carried out.
It states the different chapter which will be incorporated in order to effectively complete the
project along with the attainment of the desired objectives.
Chapter one: Introduction
This chapter is discusses about the topic which is important for the reader to understand
the topic based on which the entire project is being done. It states about the rationale behind the
selection of the topic, describing the scenario selected and stating the aims and objectives of the
title chosen (Xiao and Watson, 2019). Along with this, this chapter provides information about
the key focus area and the scope of the topic and also conveys the important and relevance of the
topic. Through the way of aims and objectives, it highlights what this study aims at to derive and
how. At last, it also provides an overview of the structure of the projects which will be covered.
Chapter two: Literature Review
The literature review chapter accounts for studying the scholarly articles which assists in
providing current knowledge on the specific topic and identifying the relevant theories and
models and any gap in the current project (Cseh, 2020). Conduction literature review which
incorporate the gathering, evaluating and analysing the already published articles, books and
journals which will be related to the project objectives. It will provide a theory on the framework
of the business development plan pertaining to the different areas which is required to be taken
into account. This chapter is considered to be very important as it provides the theoretical
framework for completing the project.
Chapter three: Methodology
The key part of the project is the methodology which is sometimes correlated with the
method which they are different. The methodology conveys the wide philosophical underpinning
to the research or project methods. It involves determining the approach which will be used like

qualitative or quantitative methods or the mixture of both (Ramlaul, 2020). It states the ways
through which the data is being collected and how it is being analysed which assists the user in
evaluating the reliability and validity of the data sources. It also describes the ways through
which the collected data will be further analysed which will help in effectively accomplishing the
stated business objectives. This is essential as it provides with the tools which will be used for
undertaking the project.
Chapter four: Data/ result analysis
The data analysis chapter of the project is mainly the place which incorporates all the
research together and starts in the way of findings. Here the data of both quantitative and
qualitative research will be put and findings from the same will be explained. It refers to easy
representation of the data which can be clearly understood by the users of it and depicts how the
methodology has helped in generating the final outcomes. It will provide the clear explanation of
the results based upon which the further decisions are being made. This is an important step as it
involves proper analysis of the data collection from which useful and relevant information can be
determined leading to undertaking proper business related decisions.
Chapter five: Discussion, conclusion and recommendations
This chapter of the research, incorporates assessing the meaning of the outcome
generated through the way of evaluating and interpreting the same. This is considered to be the
hardest part as it accounts for the proper and appropriate evaluation of the results which helps in
determining whether the stated aims and objectives are being achieved or not. It answers each
and every question stated in chapter 1. Based on the discussion, the conclusion is drawn which
highlight the outcome of the entire and whether it is able to effectively meet with the defined
objectives. At last, recommendation is being provided which also based on the study which can
be either in the form of further study or implementing change or suggestion for further
improvement.

CHAPTER TWO: LITERATURE REVIEW
Theme 1: Understanding the market and industry pertaining to herbal salon
According to Barber (2020) the salon industry in Birmingham, UK is being expanding at
the higher pace which has resulted into expansion in the job opportunities. There are various
forms of salon in UK which requires relevant health and beauty skills and qualification which
could help in improvising the services and securing the larger market share. The beauty salon in
UK has expanded so widely that it has become difficult to keep track of the various types of
treatments which is being available. There are different separate and individualized salons
offering small range of treatment ranging from nail art to the tanning. Along with this, in the
Birmingham market even the in the big salon's there is no single staff who is specialized in
everything and for each service different staff is there. The range of salon services in the UK
market is expanding and is also rapidly changing.
In accordance to the Hair and Beauty Industry Authority (HABIA), there are
approximately 35704 hairs salons, 1512 nail bars along with 13 thousand beauty salons in the
entire salon industry in UK and this statistics mainly accounts for the high street salons. As
defined by Shendell and et.al., (2018) these salons tend to offer either hair, beauty or the
complementary health treatments. Another form is the Spa salons, which is hidden inside the
self-contained complexes like the hotels, clubs and it usually offers the upmarket service. The
main objective behind using this is the offering luxurious experience to the customers from the
moment they set their foot in. As per the report of HABIA, spa salons offers various
complementary and health care treatment and there are approximately 400 spas in the UK salon
industry. In UK, there is increase in number of the mobile salons and as per the HABIA there are
nearly 947 mobile beauty therapists and there are others as well but in a more informal way. The
beauty therapist or the other service provider used to travel to the clients homes for providing the
services. The author further added that the Hair and beauty industry has generated more than
£7.5bn in regard top the revenue in the year 2017 and there has been a higher growth in the hair
dressing, barbering and the beauty services which is by 45% in terms of numbers in the previous
5 years.
As stated by Ourahmoune and Jurdi (2020) the hair and beauty businesses is having a
higher survival rate after the 5 years which is higher than any other sector or industry. Based on
the 2019 industry statistics, more than 2/3rd of the hair and beauty salons in UK employs less

than 5 people while on an overall basis 94% employs less than 10 people. There are nearly 43
thousand hair and beauty businesses in the UK industry which is an increase in the 1000 in
comparison to the last year. In the year 2019, the more than half of the salon businesses were
having a yearly turnover of lower than £99k. Ruck (2018) emphasized that on an overall basis
from the respect to the UK there are approximately 250000 people being working in the
hairdressing, barbering and the beauty without taking into consideration, salon owners or the
managers. In the field of hairdressing and barbering, 54 per cent people work and are mainly
self-employed and on account of the beauty there is 57 per cent people working as self-
employed. In this number, 83 per cent in the hairdressing and barbering are female while in the
beauty segment there are 94 per cent.
It can be further added that the sum total of the entire businesses pertaining to the
hairdressing and other beauty treatments in the entire UK industry in 2018 turned to more than
4.5 bn British pounds which has decreased to more than a million taking 2017 as the base year.
As stated by Hanson (2019) in the UK, the older generations were having the tendency to spend
more on their beauty treatment while the people under the age of thirty years incurs the
expenditure of 2 British pounds every week. Along with that, the female customers spends more
in comparison to the male customers with a difference of nearly 11 British pounds. Author
further added that in the year 2018, the salon industry has made a contribution of nearly 3.4 bn
British pounds to the Gross Value Added (GVA) in respect to the UK's non-financial business
economy.
According to Kaur and Kumar (2020) the UK market in respect to the herbal or the
natural and organic personal care products in being rising at the higher and healthy rate. Based
on the report of Ecovia Intelligence, it has been shown that revenue has been grown by nearly
30% since the year 2012. The natural hair care products are the most popular having a total
market share of 5% in the entire hair care products. But the market growth was relatively
slowing down which is mainly due to the political and economic situations pertaining to Brexit.
The depreciation of Sterling has resulted into higher price of the imported natural personal care
products which has made retailers little cautious in expanding the natural and organic beauty
products. As per the view of Nazareno, Zhou and You (2019) the major competition is not the
salon businesses but the products or the brands being used inside a salon. In terms of the product,
the top beauty brands of UK which are Bee Good, Seams, Waterman, conscious skincare, Boots

etc. while in regard to the salon businesses or outlets the top competitors are the Hush hair and
Beauty and Urban roots.
The salon businesses comes under the personal care or the beauty industry which
involves the hair cutting and colouring and the other beauty treatments pertaining to the facials,
manicures and pedicures. The revenue under this industry has been continuously growing till the
past 5 years until the emergence of Covid-19 pandemic. The basic hair salons remained fairly
sheltered because of the falling economic conditions. In the five-year through 2020-21, the
industry was expected to grow revenue at the 0.1% amounting to £3.9 bn. However, with the
increase in awareness and the willing of the consumers to compare the prices has pressurized the
salon business operators to lower its prices which is negatively affecting its revenue and profits.
Theme 2: Marketing tools for successfully implementing the business idea
According to Camilleri (2018) in order to successfully implementing and establishing the
new business of herbal salon will require effectively analysing the business idea and explaining
the relevance of it and in what ways it can be done successfully. There are different types of
marketing tools which are required to be sued by the organization which helps in ensuring that
the business idea will be implemented rightly. One of the important marketing tool is
segmenting, targeting and positioning., in which the market is segment and the target market
segment is decided for which the business idea is, so that the company can formulate strategies
based on the same.
Market segmentation
As per Kalam (2020) under this, there four types of market segmentation. First is the
demographic segmentation which accounts for the statistical data pertaining to the group of
population. It involves the age, location, education, family situation, income and ethnicity. This
will help in grabbing larger customer base. Second is behavioural segmentation which
concentrates on how the consumers acts. For instance, the purchasing and spending habits, user
status and interaction with the brand. Author further added that the behavioural segmentation
states that the businesses requires to know about its customer's action which helps in determining
how the customer will interact with the other brands and activities. Pertaining to the new
business idea, the organization will analyse the consumer and behaviour like consumption,
lifestyle and so forth and based upon which decision is taken. The business will analyse the past
purchasing or the spending trends in this industry.

Fotiadis, Mombeuil and Valek (2018) emphasized that there is another type as well which
is psychographic segmentation, in this, the audience is categorized in respect to the factors
related to their personalities and characteristics. It incorporates personality traits, interests,
motivations, psychological influence, lifestyle, values, priorities beliefs, attitudes and so forth.
These factors little difficult to identify in comparison to others because they are subjective. It is
not data focused and requires the research to determine. Further, stated by Gengler and Mulvey
(2017) the last and final is the demographic segmentation and is very simple as in this, customers
are categorized on the basis of the geographic borders, for instance, city, country, climate, urban
or rural. In simple terms, it targets the needs of the particular audience living in a particular area.
Like the needs and expectations of the urban people would be different from that of rural people.
Market targeting
As per Dolnicar, Grün and Leisch (2018) the target market refers to the specific segment
which is being selected by the business. It involves answering of 5 W's pertaining to the potential
customers. The organizations might divide the target customers under various categories and age
groups. In other terms, it is basically a strategy in which the large market population is bifurcated
into small segments or the groups.
Market Positioning
This refers to strategic process with the objective of branding of product and services in
such a way in order to create and establish brand image in the mind of the customers in the target
market. The business can position it business idea by creating value proposition involving the
USP of it, other benefits, and the value added services offering to it customers which separates it
from the others and highlighting how it can be beneficial for the customers. This is required to be
maintained over the life of the business.
Marketing mix analysis
As defined by HERNANDEZ and ÇENGEL (2019) the marketing mix mainly accounts
for the set of actions and the tactics which the organizations make use of it in order to promote
its products and services. It is the strategies which is being utilized by the company in order to
reach the target audience. There are 7Ps of marketing mix. A marketing mix is initiated with the
sell of the product. In the starting stage of the product development, it is very crucial for the
organization to carry out an extensive research on the life cycle of the product along with the
growth phase and other respective phases. Once the product reaches the decline phase the

marketers are required to come up with the new ways and approaches in order to increase the
sales again. In addition to this, author stated that the product should meet with the needs and
expectations of the target consumers. This is an important factor which the businesses are
required to take into consideration in order to consideration. When the organizations market their
product, it requires to identify the key features and the benefits to will bring to the customers
which will help in satisfying their needs and wants. Second is place mix, this accounts for how
the product or service will be made available to the customers from where the target market or
the consumer group will find it feasibility and easy to access. This may involve offers products
or services at High Street, applying online, mail order and so forth. For example, the distribution
strategies involves intensive, exclusive, selective and the franchising strategies. The
organizations are required to position the product at the best possible place.
As per Thabit and Raewf (2018) the next element is price mix which is considered to be
the most crucial component in the marketing mix. This is important in regard to determining the
profits and the cost of each product or service. Any changes made to the price of the product or
service can have an implication over the entire marketing strategy and along with this, it is
having capability to affect the demand and sales of the product. The pricing of the product helps
in determining the perception of the product. As a new business in the market, it is tempting to
set the price higher if it is considered that the product is worth it and the customer will be willing
to pat that price. For instance, sometimes, higher price products are deemed to be luxurious while
lower price products or services taken as lower in quality and ability.
Another element is promotion mix, which involves the making use of the varied
promotional activities which will result into boosting of sales and enhancing and improving the
brand image of the organization. According to Kumar, Shankar and Aljohani (2020) it is crucial
to identify the marketing technique which will help in targeting the audience more effectively.
There are various tools which is being used by the businesses like the sales promotion, personal
selling, social media marketing etc. Author further added that under the people mix, the
organization is required to incorporate the people having the required skills and knowledge in
order to effectively manage the work. All the organizations are dependent upon the people ho run
the business from the front line sales staff to the managing director. Thus, it becomes essential to
have right set of skilled people because they are considered much equal to the products and
services.

The next element of marketing mix is process and as per the view of Mahmoud and et.al.,
(2017) effective delivery of the product and services to the end user is the core objective of every
business. The service is delivered mainly when the customer is present. Having good and reliable
process in place will help in ensuring that the repeatedly delivery of the same standard level of
services will result into increasing the proficiency and along with this, it is a time and money
saving process through the way of increasing efficiency. The last element is the physical
evidence and almost all the services will involve the physical element even if the consumer are
paying for is something intangible. For instance, the company would be making use of the
printed bills for the product sold or the services availed by the customer. It also includes the
companies physical structure, logo, it employees etc. which can highlight its physical presence. It
also involves branding, product packaging, staff, sales representatives and is not only connected
with the product or service. These are the key marketing tools which the organization is required
to analyse and implement in order to successfully implement and accomplish the success.
Theme 3: Determining the conceptual and theoretical issues relevant to the topic
For the purpose of effectively meeting up with the business idea it is considered to be
important to make use of the business model canvas which can be utilized by the organization for
the purpose of getting an insight of the business plan and its implementation process. As per the
view of Umar, Sasongko and Aguzman (2018) the business model canvas is a great tool which
provides support to the businesses in understanding the business model in a simple and a
structured way. This helps in offering better insight into the key customers the business is willing
to serve along with the value proposition which is being provided or offered through the desired
channels and the way through which the business will be creating money. Further, stated by Sort
and Nielsen (2018) this model can also be utilized in order to understand the business models of
the competitors as well.
This is also described as the shared language which results into describing, visualizing or
assessing and changing the business models. This describes about the rationale behind the
business model which helps in delivering how the organization creates, delivers or captures the
values. This model is bifurcated into 9 building blocks which was initially proposed by
Alexander Osterwalder. According to Sparviero (2019) it is basically the strategic management
and the lean start up chart which is useful for the purpose of developing new or expanding the

existing business. This chart is having different elements which defines the organization's
product's value proposition, customers, costs and revenue, infrastructure and so forth.
On the other hand, this model is criticized and considered it to static which is because of
the reason that it does not account for the changes that takes place pertaining to the strategy or
the model. As stated by Ladd (2018) along with this, it draws fewer details about the interaction
among the components and the way it makes the model work. But then too, it is being utilized by
the businesses for drawing the picture of the idea entails. It allows getting an idea and
understanding about the business and undergoes the process of making connections between the
idea and the business. It looks at the different types of customer decisions and its influence over
the use of systems. This can be easily understandable by anyone without much stress.
According to Vidgen, Shaw and Grant (2017) there are certain principle issues in
association with the topic and the most crucial factor is the competition. Even though there is
less or no competition in the market in respect to the herbal salon but there are other salons as
well which can have great influence over the consumers buying behaviour. There are other
independent salons which are focused on providing beauty care services. Therefore, this makes it
important for the organizations to effectively understand the businesses market positioning.
Another important issue is the continuous changes in the trends and in order to open a salon with
success will require the businesses to updated and aware with the changes market trends and
patterns along with the taste and preferences of the consumers. Along with this, identifying the
future trends is not enough, the businesses are also required to have a plan in place which helps
in being at top during the times of changes. This will result into offering customers with the
latest and popular treatments and styles.
As per Oghazi and Mostaghel (2018) nowadays for running a salon business successfully,
the businesses are required to be quality driven from the time of its initiation. In the current time,
consumers are seeking for the luxury experiences and therefore, this makes issue for the small
businesses and thereby with the help of using the leading brands in the herbal product sector
along with focusing on the surrounding environment. Apart from this, there are other issues as
well which plays an important role in the recruitment and selection of the staff. Hiring people
who are already having experience and understanding about the beauty treatment and makeovers
is a crucial aspect. According to Todeschini and et.al., (2017) the businesses can either find
experienced professionals or can provide training sessions to the staff. This might result into

incurring additional cost for the businesses and it can also bargain with the consultancy
companies at a lower price. In regard to this topic, another key issue is the selecting right set of
products. Even in the herbal products segment there are number of brands to choose from.
Therefore, it becomes important to analyse the different product brands so that the business can
select the right product which helps in effectively meeting up with the defined business
objectives. In order to overcome this issue, the business is required to effectively look at the
customer behaviours and the changing market trends.
According to Heavin and Power (2018) marketing of the services is also a crucial thing or
the problem which might come across. This factor is necessary in regard to the salon businesses
which offers its services locally. This makes it essential to develop the marketing strategies
which specifically targeted at the local audience and this might seem to be an easy task but many
of the salon owners fails to meet with the same. In order to overcome this issue, it is
recommended to engage the service of the digital marketers which can carry out the local
advertising campaigns in relation to the salon and its distinguished services. Meeting with the
legal requirements pertaining to establishing the salon business is important to take into account.
Author further added that in terms of legality, there are various laws that the businesses are to
account for in respect to the products to be used, any restriction or limitation on the usage of it,
licensing and so forth. Therefore, businesses are needed to be up to date with the changes which
are taking place in the laws so that it can timely take consideration of the same and comply with
it. Thus, all these are the key issues which the business might face while establishing a new salon
business. This makes it important for the businesses to effectively understand these factors so
that it will help in mitigating such issues which will consequently lead to the success of the
business. Therefore, considering these principle issues is a must in order to ensure growth and
success.

CHAPTER THREE: METHODOLOGY
Research type: The quantitative and qualitative research type are considered to be
complementary which helps in getting outcomes in a wide reaching aspects. The quantitative
research is associated with the numbers and the figures. It is basically related to the collection of
the numerical data which can be utilized for the purpose of measuring variables. This research
type is very structured and statistical and the outcomes generated will be objective and
conclusive. It makes use of the ground theories and the approaches which is relied on the data
collection which is systematically analysed (de Haan, 2019). This research type is provides
support when it is required to generate general conclusion and predict the outcomes. In contrast
to it, qualitative research type is being created for the purpose of collection of non-numerical
information for gaining better insights. It is dependent upon the data collected which answers the
research questions. This type of research intends to measure the opinion, views and attributes
rather than the numbers. This study, the researcher has used qualitative research, which will help
in drawing improved results pertaining to research topic.
Research Approach: The market research is based on the logic and there are two logical
approaches which are inductive and deductive. The deductive research is referred to as the top-
down approach which drills to specific from the general. It means that the research initiates the
research by considering the theories which has already being developed in relation to the
research topic. The researcher refers to the already conducted research and generates an idea
amending the theoretical base. Thus, a new hypothesis is being tested in the process to carrying
the study and therefore, a new data is being gathered and analysed (Armat and et.al., 2018).
Under this, the researcher, concludes the final outcome pertaining to the hypothesis and explain
the details of the methods used for others for doing the test. On the other hand, the other is
inductive study which is the bottom up approach having movement from specific to general. It
accounts for the observation being made by the researcher which consequently leads to the
generalization of the theory. Similar to deductive, it starts form the observation but, however in
inductive, the scholar does not consider the related theories. Therefore, for this research, the
inductive analysis is being used which will be helpful in gathering relevant data for the purpose
of effectively meeting up with the desired objectives.
Research philosophy: In regard to the research philosophy, there are basically two
approaches, the first is positivism accounts for the scientific quantitative approach involving the

statistics having reliability and representatives. It refers to the society as shaping the individual
and believes that the social facts shapes the individual actions. It stresses on doing quantitative
research in order to gain an overview of the society and to also uncover the social trends. This
research philosophy is more into trends and patterns instead of the individuals. Under this, the
researcher looks for the relationship or the correlation among the variables. This is also called as
the comparative approach. On the flip side, the interpretivism approach in respect to the society
is more qualitative and makes use of the methods such as the interviews or the participant
observation (Rashid and et.al., 2019). In this approach, individuals are intricate and complex and
different people consider the same reality in a various ways and is having different reasons for
acting and therefore, scientific methods are not considered appropriate. The intepretivist research
approach derive from social action theories and usually criticizes the positivism which is mainly
because of the reason that the statistics it mainly dependent upon are socially constructed. In this
study, the researcher has made use of the interpretivism as this will allow close interaction with
the respondents effectively meeting with the research aims and objectives.
Data collection: For the collection of information, primary data collection tool has been
used by the researcher through the self conducted research approach. This method help in filling
in the gaps pertaining to the information that the researcher might not be able to collected
through the secondary sources. The aim of the primary research is mainly to provide an answer
to the specific set of questions which is directly related to the projects at hand. This form of data
collection is considered to be important and valuable but is also considered to be a time taking
process in comparison to the secondary method (King, Li and Hser, 2017). This method refer to
going directly to the sources and are mainly the customers in respect to the specific target market
by asking question and recording the information generated. The primary research can be done
through interviews, surveys, questionnaires, focus groups or by visiting the particular location.
On the other hand is the secondary research, in which the relevant information is being collected
through the already available resources such as the books, journals, academic database, online
articles, internet sources, government agencies and so forth. The research has made use of both
primary and secondary methods for the purpose of collection of data pertaining to the business
development plan. This will result into accomplishing better, reliable and more accurate
outcome.

Data analysis: For the purpose of carrying out the data analysis there are two approaches
which are being implemented by the researcher. The first is SPSS which is majorly used by the
researchers for doing the complex statistical data analysis. It is useful for the purpose of
processing and analysing the survey data (Lemenkova, 2019). It is a software driven program
which is used for doing the quantitative research as it is helpful in creating various tables and
graphs which helps in effectively carrying out the numerical analysis along with the better
outcomes. The second is the thematic analysis, it is the widely used approach for the purpose of
doing the qualitative research. It is very simple to use for the new researcher who are unfamiliar
with the other complex qualitative analytical approaches. This method is useful in various field
as the researcher is required to identify the core topic and define the themes based upon it which
results into gathering more detailed and in-depth information about each theme which provides
assistance in meeting with the desired aim and research questions (Castleberry and Nolen,
2018). In regard to this study, the researcher has used thematic analysis as this allows the
researcher to apply various theories in the process and also considered well suited for the large
data sets. Along with this, applicable to the research questions which is beyond the individuals
experience. Therefore, this approach has supported in completing the project in a better with the
achievement of the desired aims and objectives.
Ethical consideration: This part is considered very important for the research.
Inappropriate consideration to ethics results into failure of the research. There are certain crucial
points which are required to be taken into consideration for completing the research effectively
and efficiently. The researcher of this study has complied with all the important points. The
researcher participants are not subjected any harm in any of the ways and along with this, the
dignity and the respect of the respondents has maintained and prioritized. Apart from this, the
full consent of the participants have been obtained prior to the research (Johnson, 2020). The
research has ensured that any type of communication pertaining or in respect to the research has
been done with the honesty and transparency. Any form of misleading information and the
representation of the primary data outcomes in a biased way has been avoided. A consent form is
filled by the respondents for participating in the survey in a written form. The researcher has not
used any of the offensive, discriminatory or any type of unacceptable language has been avoided
while creating the questionnaire or survey. In case of secondary data, proper acknowledgement
of the work of other authors which has been used is done through citation. In regard to this, the

researcher has maintained the high level of objectivity in the analysis of the research. Also,
adherence to the Data Protection Act,1998 has been complied with.
Reliability and validity: The sources of data which is being used for completing the
research project is very important. The researcher has ensured that the data has been collected
from the reliable and copyright sources and based on which conclusion can be drawn. Along
with that, the research has make sure that the sources or the platforms through which the data has
been gathered are valuable and provide authentic information which can be undoubtedly used for
completing the research. The data gathered is from the reliable sources and validity of it can be
assessed by looking at the reference articles (Mohajan, 2017). The researcher has met with all the
research requirement and has also made sure that it is reliable and valid. It is important to
understand that the reliable measures are not always valid while the valid measurement is mainly
generally reliable. Reliability occurs when same answer is generated when the test is applied on
the same data more than once. This results into degree to which the method creates stable and
consistent results. On the other hand, validity in survey refers to the extent to which the survey
measures the right factors that needed to be measured. The validity is further bifurcated into two,
internal which refers to how the findings of the research match with the reality and in contrast to
it, the external validity accounts to the extend in which the research findings can be replicated to
the other environment. Thus, in this study, the researcher has worked on ensuring reliability and
validity.
Limitations: There are certain limitations pertaining to the research. The first issue is the
sampling error when the probability sampling approach is used. As the sample, do not reflect the
entire population which might result into variation in the outcome. This consequently leads to the
sample bias, for instance, having limited access to the appropriate geographic participants and
therefore, people who have responded the survey may not be random sample. Along with this,
the research articles from 2017 is being considered and therefore, research conducted prior to it
are not accounted for. Thus, in this time frame less research is being carried out in this topic and
this can cause gaps in the literature. Along with this, time constraint is another issue as in order
to study a research problem and along with measuring the change over a period of time is
constrained with the deadline provided for completion. The outcome received from the
respondents might be bias or differs because of the different cultural background they belong to.

Limited availability of fund is also another limitation which has resulted into limited usage of
data sources for gathering data.

CHAPTER FOUR: DATA/RESULT ANALYSIS
SWOT analysis
Strengths
 Excellent and highly professional and experienced staff.
 Good high footfall because of the selected market, which can be considered as a biggest
strength.
 Staff having the good knowledge of the hair and skin treatment.
 Excellent product range which are organic and herbal with no side effect.
 Extended working hours as per the requirement and the demand of the customers.
Weaknesses
 Having limited exposure to the internet marketing experience like the social media
networking as it requires extended amount for this type of advertising.
 Limited capacity at the initial stage might pose as a weakness as restricted appointments
can be taken leading to affecting the customer base.
 Flexibility of the staff working hours which results into delay or making customers wait
for long.
Opportunities
 The business is having the good opportunity to capture the internet-based market which
will help in effectively promoting the business and its products and services.
 Can enter into partnership with other business which is into the same business which will
help in expanding the business in a more effective way along with promoting it.
 The business can further expand it capacity through the way of making online
appointment which will support in managing the time and can take additional
appointment as per the schedule.
 Along with providing services, it can stock herbal products which can be sold out to the
customers.
Threats
 Increase in the competitors as there are number of competitors in the market which might
pose as a threat to the business.
 There are increase in the number of stylists who visits home for providing services to the
customers which might affect the physical store footfall of the people.

 Heavy discounted provided by the competitors or the nearby salons results into grabbing
the potential customers.
 There are chances of increase in the cost of the stylist and beautician as there are very
few people who are specialized in providing herbal services.
Competitor analysis
The competitor’s analysis helps in determining the key strategies and the practices
which are being utilized by the competitors. This helps in developing the business strategies
which will help in taking advantage over the customer and the business can survive and grow in
the market.
Basis of comparison New business idea Simis Hair and
Beauty Salon
Serenity The
Beauty Clinic
Product The new business is
having wide range of
products and services
which are all into the
herbal business
segment. They are
very organic and is
having no harmful
impact over the skin of
the customers which is
its USP which
distinguish it from its
customers.
It provides full range
of products and
services from the
waxing to the facial,
make-up and has also
won various awards in
Birmingham and is
also specialized in
eyebrow threading,
waxing and the
facials.
It is a modern and
advanced clinic
which provides
solution led skin
treatment. It
involves the beauty
and maintenance,
waxing and is for
both men and
women.
Price The price is set to be
moderate which will
help in grabbing
middle to the upper-
class people.
In this also, the price
is moderate to high as
per the service availed
by the customer.
This firm offers
high end products
and services which
involves high
prices.
Promotion It makes use of both
traditional and modern
It incorporates
newspaper advertising
This company
makes use of social

methods of advertising
and promoting its
products (Arora,
Srivastava and
Bansal, 2020).
and the social
networking sites
promotion of its
products and services.
media, newspaper,
television
promotion for
attracting
customers.
Place It is located in the
urban areas in the high
street market which
will help in increasing
the number of footfalls
of the people.
In respect to this, it is
also located in the
crowded place in
between the market
which helps in
attracting more people
towards it.
It is located at the
heart of
Birmingham city
centre which is
advantageous for it.
Physical evidence It will be having its
own logo, physical
store and online
website which can be
used as a physical
evidence.
Simis Hair and Beauty
Salon is also having
its own website and
physical store.
Again, it is also
having website,
logo, social media
pages and physical
store which proves
its presence.
The key strategies in order to attain success in implementing the business plan are stated
below.
Segmentation, targeting and positioning
Segmentation: On account of this, the business idea of opening herbal salon will have
the consumers form the age group of 16 to 40 having different needs and preferences and the
another group will be of the people above the age of 40. This is because of the age group will be
having different skin type which requires special services, but they have to be little price
sensitive. The price package will be different for the different groups which will help in meeting
with the needs and requirements of the people. Business will identify the right time of marketing
when the customers are more likely to spend. The environmentally conscious customers will be
concentrated more on making use of the organic products instead of chemical products having
negative impact over the skin. Therefore, taking into consideration, the new business idea of

herbal salon, the business will be focusing more on the usage of the herbal products and
ingredients in providing services to the customers and targeting the urban market segment.
Targeting: The company is targeting at customer above the age of 16 and is further
classified into age range. It involves people starting from college going to the working
professionals, millennials and the baby boomers. The company will provide the beauty services
using the herbal products which meets with the requirements of the business along with the
frequency of prevailing the service. The urban area residing people are targeted and customers
will avail this service because of the need.
Positioning: The business will position its product and services by attracting the
customers using its USP which is the herbal products for skincare and having no harmful effect
over the skin and highlighting how it can be beneficial for the customers.
Marketing mix analysis
Product: The product is designed based on the requirement and expectations of the potential
customers. The use of herbal products is the major differentiating factor pertaining to the product
or the service of the business. The products that are used by the salon shall be free from
chemicals and only Ayurvedic ingredients shall be used which are good for the skin of the
customers. Apart from that the services at the salon shall be also be improvized in quality by
hiring the professional make up artists, hair stylists, for the spa treatments, massages and solving
the skin related diseases.
Price: The price will be moderate so that customers from the lower middle to the upper class and
easily avail. This is selected for grabbing larger group of customers and widening of the market
share of the business. The market penetration pricing strategy is preferred due to the cut-throat
competition that is faced by the business in the industry and so that the customer base of the
brand can be build. The company is trying to optimize the operations through pricing strategies.
Place: The place will be where the service will be provided. It will be in the urban areas on the
high street market. This is because the urban population is highly inclined towards the beauty
and skin care and the preferred location must be one where the potential target market of the
business is high. Also the highly populated area shall be good for the establishment as the
number of customers shall increase.
Promotion: The service will be promoted based on through the way of highlighting its USP
using the social networking sites, television, hoardings and pamphlets. Majorly the promotional

and marketing activities shall be done using the digital platforms like search engine optimization,
optimized company websites and applications which has wider reach in the real time. This shall
further boost the revenues of the company through brand image.
People: The employees working plays a major role in meeting with the needs of the customers
and handling their queries. They handle the customers which helps in delivering better product
and quality services to the customers. The skilled and qualified workforce shall be leading to
building the operational efficiency and thereby the brand of the salon. The human resource shall
be trained to provide the timely and efficient services to boost the satisfaction level of the
customers.
Process: Business will implement a structured process which will help in delivery services to the
clients in an effective way, thus, resulting into increase in the efficiency and effectiveness in
carrying out the same process again and again. This will help in providing quality services.
Through the supply chain and the logistics management and by effective communication in the
well-defined organizational structure optimization of the processes can take place.
Physical evidence: The staff of the salon and its physical store and the services offered to the
clients can be used as the physical evidence. The advanced equipments that are used for the
treatments by the qualified personnels is one of the major physical components that are
experienced by the customers of the company.
PESTLE Analysis
Political
The political environment of the countries highly impacts the beauty products industry
and the manufacturing and selling of the cosmetics as there are several restrictions and various
policies framed in this respect. The companies have to be cautious regarding the use of the
ingredients as many of them are banned by the government to be manufactured and some are not
allowed to enter from the foreign borders. The political instability shall be effecting the market
severely as the imposition of the duties and taxes shall be changing with the change of the
controlling government.
Economic
The economic factors also impacts the cosmetic industry as the market conditions shall
be reflected on the demand and supply forces within the industry. In the situations pertaining to
economic recessions and depressions, the costlier beauty products shall have lack of demand as

the purchasing power of the customer lowers down (Bessière and et.al., 2019). In this case they
shall be preferring the minimalistic products that are necessary and are within the affordable
range.
Social
The social environment shall be considering the trends and lifestyle of the people which
is nowadays highly influenced by the cosmetic industry as salon, hair styling, skin care, plastic
surgeries, massages and spas are all trendy. The thought process is inclining towards the skin and
beauty consciousness which is widening the scope of the industry. Also in this industry the
customers are brand loyalists are retain with a single brand if they find it working for their skin.
Technological
The technological revolution has increased the market share of these beauty brands as
now with the help of the digital platforms the sales of cosmetics are made online targeting the
niche markets. Beauty brands like Dove, L'Oreal, Bobby brown etc. are highly trusted and so the
personal touch is not required and its majority of sales are through the optimized websites of the
company.
Legal
There are strict laws and legislations that are affecting the beauty products industry like
the Federal Food, Drug and the Cosmetic Act and Fair packaging and labelling Act (Islam and
Mamun, 2017). There are several ingredients in the industry that are banned and some for which
the company shall have to mention proper information on the packages.
Environmental
The environmental concerns and the concept of sustainable development is also
increasing these days and so the cosmetic businesses try to capitalize on the opportunities by
going green, eco-friendly packaging etc. This has further lead to building the brand and
popularizing the products and services of the company.
Financial requirements
For implementing the business plan, there is a requirement of $60000 as the owner's
investment and another $50000 as vendor financing for purchasing the relevant equipment. It is
expected that the starting cost includes the $50000 as the cash cushion, $9000 as the starting
expenses before launch and another $53000 in the tangible assets at launch.

For the initiation, for $50K used for purchasing equipment along with this $1K for
inventor and $2K for other current assets and the $9K is the losses incurred. This involves the
marketing expenses, legal cost and fixing up the location.
The key assumption pertaining to the financial plan are stated below.
 The business would be using full commission model in regard to the stylist and the barber
gets commission of 60% on the total revenue. Also, the owner would be taking salary
plus dividend on the profits.
 The projected revenue is less in the initial few months and then it will be stable. In the
second year the expected increase is of 27% taking first year as the base year. Also, in the
third year, the rise in revenue is there but at a slow pace which is 30% considered base as
the FY 2021. The estimated revenue growth rate are set intentionally low and the
expenses are taken to be high for the purpose of illustrating the worse scenario.
 The direct cost mainly constitutes the stylist and barber commissions along with the
direct cost pertaining to the product which are intended to be sold in salon.
Projected Profit & Loss
FY 2021 FY 2022 FY 2023
Revenue 336570 427443.9 437600
Direct Costs 146214 200400 200400
Gross Margin 190356 227043.9 237200
Operating Expenses
Salaries & Wages 90000 106500 126825
Employee Related
Expenses 13500 15975 19024
Rent 18000 30000 33000
Marketing 6731 8552 8752
Total Operating
Expenses 128231 161027 187601
Other expenses
Interest Incurred 1832 1457 1065

Depreciation and
Amortization 10000 10000 10000
Total Expenses 11832 11457 11065
Profit before tax 50293 54559.9 38534
Income tax 5029 5472 3853
Net Profit 45264 49087.9 34681
Projected Balance Sheet
Starting Balances FY 2021 FY 2022 FY 2023
Cash 50000 87973 107008 91430
Accounts
Receivable
Inventory 1000 1000 1000 1000
Other Current
Assets 2000 2000 2000 2000
Total Current
Assets 53000 90973 110007.9 94429.9
Long-Term Assets 50000 50000 50000 50000
Accumulated
Depreciation -10000 -20000 -30000
Total Long-Term
Assets 50000 40000 30000 20000
Total Assets 103000 130973 140007.9 114429.9
Accounts Payable 2000 1395 1906 2040
Sales Taxes
Payable 192 192 192
Short-Term Debt 9220 9595 9986 10393
Income Taxes
Payable 2341 1372 966
Total Current 11220 13523 13456 13591

Liabilities
Long-Term Debt 40780 31185 21198 10805
Total Liabilities 52000 44708 34654 24396
Paid-In Capital 60000 60000 60000 60000
Retained Earnings -9000 -19000 -3737 -4492
Earnings 45264 49087.9 34681
Total Owner’s
Equity 51000 86264 105350.9 90189
Total Liabilities
& Equity 103000 130972 140004.9 114430
Projected Cash Flow Statement
FY 2021 FY 2022 FY 2023
Net Cash Flow from
Operating activities
Net Profit 45264 49087.9 34681
Depreciation &
Amortization 10000 10000 10000
Change in Accounts
Payable -605 511 133
Change in Income Tax
Payable 2341 -969 -406
Change in Sales Tax
Payable 192
Net Cash Flow from
Operations 57192 58629.9 44408
Net cash from
investing activities

Assets Purchased or
Sold
Net Cash from
Financing activities
Dividends &
Distributions -10000 -30000 -50000
Change in Short-Term
Debt 376 391 407
Change in Long-Term
Debt -9595 -9986 -10393
Net Cash from
Financing -19219 -39595 -59986
Cash at Beginning 50000 87973 107007.9
Net Change in Cash 37973 19034.9 -15578
Cash at End 87973 107008 91430
Monitoring and control
The managerial team is now required to effectively monitor and measure the performance
of the plan. This step is very crucial in order to ensure the success of the business plan. It
important to set the key performance metrics based upon which the performance is measured and
evaluated which results into determining whether the business is performing as per the plan or
not. In case, the performance is deviating from the plan, then in that case, certain corrective
measures are required to be taken which helps in reducing the cause behind the deviation along
with steps for mitigating the same (Hill and Hill, 2017). Along with this, the management can
also make certain changes to the business practices which might help in exercising control over
its functioning and cost elements resulting into enhancing its profits and reduction of
unnecessary cost. There are other parameters which can be used be used by the business in
respect to effectively monitoring and controlling the key business aspect so that relevant changes

can be made in a timely manner. In the initial year, it is important to timely look into the budget
plan and the actual outcome to draw better conclusion.
Operational management
The operational management of a business is mainly concerned with the planning,
organising and supervising the function of the business. It helps in ensuring that the business
successfully turns its input into the desired output which helps it in accomplishing its desired
objectives. The operation management involves various function like finance, marketing,
operations etc. In order to effectively carry out the business operation, the new herbal business is
required to hire at least one person which can handle the finance side of the business and look
into the accounts. This helps in knowing the profits which the new business is generating in
contrast to the estimation made (Li and et.al., 2020). In addition to this, there is requirement for
3 to 4 staffs who will provide services to the customers along with that handling the business
operations, their major role and responsibility will be ensure that all the products are available
and there is not shortage of it.
In addition to this, ensuring that all the requirements are being met as specified by the
customers and the products which are expired are not being put to use. Further addition to this,
the candidates or the operational staffs are required to understand what customers want and also
make ensure that they are sourcing the materials at the right time and right price. Also, the staff
will also look at the communication with the marketing department as well which will lead to
enhancement in the brand image of the company and help in building up the reputation as well.
Therefore, the roles and responsibilities allocated to the staff is very important which will help in
effectively and efficiently carrying out the new business venture in abetter way and will help in
meeting with the desired aim and objectives.
Business model canvas
It can be illustrated from the below given business canvas model which show the
business model of the herbal salon in Birmingham, UK. It depicts the key partners of the
business who are the suppliers and the vendors of the herbal products. It also involves the key
staff or the professionals with whom the business will be partnered with. Along with that, it
involves having partnership with the beauty related communities and the schools. The key
activities which will be involved in this, is the offering beauty treatments and the services,
selling of the herbal products in the salon. It also includes providing training to the staff initially

and along with this recruiting the right set of employees. The key resources of this model will be
the products, physical equipment and customer database. It also constitutes the knowledge and
experience of its staff which is considered as the most crucial asset or the resource which will
help in building up the better and enhanced establishment. Under value proposition which refers
to the value that the business wants to deliver to the customer which involves the delivery of the
services quickly, providing enhanced customer services with variety and offering the products
and services at the reasonable price.
For the purpose of building an enhanced business services and establishing a better
relations with the customers the business is focused towards. For maintaining a good relation
with the customers the business is having professional staff and along with this lower waiting
time for the customers. The products are easy to use and carry and even personal assistance is
being provided to the customers at reception. The business is willing to make use of different
channels of communication which will help in reaching the target market segment. It will make
use of the newspaper advertising, offer discounts and coupons, internet and the social media sites
in order to create or expand the reputation of the business. The major stream of revenue is by
providing beauty services along with the selling of herbal products to the customers. In contrast
to it, the cost structure of the business model constitutes the fixed and variable cost. The fixed
cost involves the salaries to the employees, marketing expenses, rent on property etc. while the
variable cost constitutes the commission paid to the stylist and barber, purchasing of the products
and paying off the utility bills. The target customer group is the people of aged 16 and above,
senior citizens, male and female and people who want to look glowing and beautiful.

Key Partners Key Activities Value Propositions Customer Relationships Customer Segments
Buyer suppliers
relations with
the vendors.
Estheticians
Beauty
products
providers and
the brands
Hair stylists
and the other
related
vocational
schools on
herbal
treatments
Recruitment of
the quality staff
Selling
products
Offering
beauty services
Providing
training
Delivery of services
quickly
Variety of products and
services
Tailored customer services
Reasonable pricing
Professional staff
Lower waiting time
Grab and go herbal skin care
products
Personal assistance at reception
People
aged 16
and above
Brides
Seniors
People
who want
to look
gorgeous
Key Resources Channels
Database of the
customers
Knowledge and
understanding
of the different
beauty and skin
care treatment
techniques
Stock of
products
Physical
properties
Newspaper advertisements
Coupons and discounts
Internet
Social media
Cost Structure Revenue Streams
Fixed cost:
Property rental,
marketing
expenses,
employee
salaries
Variable cost:
Commission
paid, purchase
of products,
Service fees
Sale of products

utility bills

CHAPTER FIVE: DISCUSSION, CONCLUSION AND
RECOMMENDATION
Discussion
From the above whole data analysis and its interpretation, it is clear that for the business
to be successful the most essential thing for the company is to effectively launch the business in
proper and effective manner. The major reason for this is that when the company will not be
working in proper and effective manner and this will increase the market share of the company in
the industry. From the above data it is clear that the salon industry in Birmingham is growing
with higher pace and because of this the new business of herbal beauty salon will be a great
success. With the help of the analysis of the data gathered from primary sources it was clear that
the majority of the people or the potential consumer consider visiting the herbal salon for getting
beauty services.
As supported by Ourahmoune and Jurdi (2020) the majority of the people have been
attracted towards the trend of the herbal beauty salon. The major reason for this is the fact that
when the industry trend is towards the use of herbal and organic product relating to the beauty
salon. This is particularly because of the reason that the people have become more conscious
relating to their appearance and health and skin. Thus, because of this reason the concept or the
business plan for the new herbal beauty salon. Further, from the analysis it was also found that
majority of the people stated that they are allergic to the material and because of this they are
happy with the herbal product. This has particularly increased the interest of the consumer
towards the working and success of the company to a great extent.
In against of this Barbosa and et.al., (2019) argued that the success of the new herbal
beauty salon the most essential thing for the company is to research the time frame within which
the consumer comes frequently to the salon. The major reason for this is the fact that when the
consumer will frequently come then this will increase the sales of the salon. Hence, from the
evaluation of the data it was seen that the majority of the consumer visit the salon 1- 2 time per
month. Hence, this reflects that this may increase the sales and popularity of the salon and
because of this the company will get successful in its operations.
Also, the major thing identified from the data analysis it was seen that the internet is the
best medium through which any person can research about the business and the services
provided by the business. this in turn reflects that for getting successful the new business

opportunity of herbal beauty salon the most important thing is to promote effectively with help
of internet. The intended company must make all the information available over internet so that
the consumer can research effectively for the company information. In accordance with the
views of McCann (2019) the success of the new herbal beauty salon will depend totally upon the
marketing strategies of the company. the major reason underlying this fact is that when the
company will effectively market the product and services of the salon in highly competitive
market then this will effectively increase the presence of company in the market.
In addition to this another major factor identified from the analysis it was identified that
the price also affects the working of the company. the major reason for this is that if the prices of
the products will be too high then this will not attract much of the consumers. This was also
identified from the data that majority of respondent agreed that high and medium price will be
paid by the majority of the consumers. Further it was also evaluated that the people are
preferring the herbal products are more and this will increase the sales and value of the new
business plan of herbal beauty salon in effective and efficient manner. Hence, in the end it can be
said the business plan will be successful if the marketing tools are applied in proper and effective
manner.
Conclusion
With the help of the above study it can be concluded that the business plan is very
important for the success of the new business. The major reason underlying this fact is that when
the company before entering into the new market is having all the information then this will
assist the business to set up in effective manner. The major reason for this was that the business
plan provides the information that what is going on in the industry and this will assist the
business owner to make strategies of launching the business in the market. With the present
study it was identified that the framing of the aim and objective is assistive in completing the
whole study in proper and effective manner. Further from the literature section it was evaluated
that the use of market analysis is very important as this assist the person in identifying the fact
that what is going on in the market and whether entering in salon industry will be successful or
not.
Further it was also analysed that the use of marketing tool is very essential for the
successful implementation of the business idea in viable business project. This includes tools of
marketing like market segmentation, targeting and positioning along with marketing mix and

others. In continuation with this the study also evaluated that the use of the different methods of
research is very essential. It was concluded that the use of qualitative research based on the
primary and secondary data was helpful in analysing the success of the business idea of herbal
beauty salon.
Further, from the analysis of the finding and discussion it was clear that the aim of
establishing the new business was successfully met. The major reason underlying this is that with
the primary data gathered it was analysed that the majority of the consumers are preferring the
herbal products more. The major reason for this is that now- a -days the consumers are becoming
more conscious relating to this look and appearance. Hence, there are greater chance that this
new business idea of herbal beauty salon will be viable and successful.
Recommendation
From the above evaluation and analysis, it is clear that the for the business to get
successful there are many different types of things which need to undertake. It is not necessary
that the business plan made will be implemented in the same manner as intended. The major
recommendation to the herbal beauty salon for the effective business plan launch are as follows-
 The first and foremost recommendation to the herbal beauty salon is that they must
continuously research the market trends and the requirement of the consumers. The major
reason for this is that when the company will continuously research the market trends
then they will come to know that what is going on in the market and the company can
change in accordance to it. Furthermore, this will assist the company in understanding the
latest requirement of the consumer so that they can implement it in the business.
 Another major recommendation for the herbal beauty salon is that it is necessary for the
company to make the use of the best quality product and services. Also, the major aim of
the company must be over the quality of the products they are using the to give treatment
to the consumers. This is particularly because of the reason that when the quality will be
good then this will motivate the consumer to come and have the beauty services.
 In addition to this another major recommendation for the business of herbal beauty salon
is that they must not make the use of same appliances and tools and products over two or
more consumers. The major reason for this is that if the company will make the use of the
same appliances and products on more than two consumers then there are chances that

they might get infected. Hence, for this reason it is advisable to the company that they
must not make the use of the same type of product over more than one consumers.
 Furthermore, another major recommendation to the company herbal beauty salon is that
the business must hire all the trained and professional staff. This is necessary because of
the reason that when the employees within the salon will be well- trained and well versed
then this will increase the interest of consumer within the company.
 Moreover, in addition to this another major recommendation to the company is that when
the company need to take time to time feedback from the consumers. This is necessary
because of the reason that when the company will take the feedback of consumer then
they will come to know that whether the consumer is liking the services of the salon or
not. Further this will also expand the information of the company over the requirement
and suggestion of the consumer and with help of this the working can be improved.

REFERENCES
Books and Journals
Armat, M. R. and et.al., 2018. Inductive and deductive: Ambiguous labels in qualitative content
analysis. The Qualitative Report. 23(1). pp.219-221.
Arora, A., Srivastava, A. and Bansal, S., 2020. Business competitive analysis using promoted
post detection on social media. Journal of Retailing and Consumer Services. 54.
p.101941.
Barber, T., 2020. Differentiated embedding among the Vietnamese refugees in London and the
UK: fragmentation, complexity, and ‘in/visibility’. Journal of Ethnic and Migration
Studies, pp.1-18.
Barbosa, E., and et.al., 2019. Increase of global DNA methylation patterns in beauty salon
workers exposed to low levels of formaldehyde. Environmental Science and Pollution
Research, 26(2), pp.1304-1314.
Bessière, D. and et.al., 2019. A vision of re-distributed manufacturing for the UK’s consumer
goods industry. Production Planning & Control. 30(7). pp.555-567.
Camilleri, M. A., 2018. Market segmentation, targeting and positioning. In Travel marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Castleberry, A. and Nolen, A., 2018. Thematic analysis of qualitative research data: Is it as easy
as it sounds?. Currents in Pharmacy Teaching and Learning. 10(6). pp.807-815.
Cseh, M., 2020. Views from the top and views of the valley: the paths of dissertation literature
reviews. In How to Keep your Doctorate on Track. Edward Elgar Publishing.
de Haan, E., 2019. A systematic review of qualitative studies in workplace and executive
coaching: The emergence of a body of research. Consulting Psychology Journal:
Practice and Research. 71(4). p.227.
Dolnicar, S., Grün, B. and Leisch, F., 2018. Step 9: Customising the Marketing Mix. In Market
Segmentation Analysis (pp. 245-254). Springer, Singapore.
Fotiadis, A., Mombeuil, C. and Valek, N. S., 2018. Designing and implementing a marketing
plan. The Emerald handbook of entrepreneurship in tourism, travel and hospitality:
Skills for successful ventures. pp.297-311.
Gengler, C. E. and Mulvey, M. S., 2017. Planning pre-launch positioning: Segmentation via
willingness-to-pay and means-end brand differentiators. Journal of Brand
Management. 24(3). pp.230-249.
Hanson, K., 2019. BEAUTY “THERAPY”: THE EMOTIONAL LABOR OF
COMMERCIALIZED LISTENING IN THE SALON INDUSTRY. International
Journal of Listening, 33(3), pp.148-153.
Heavin, C. and Power, D. J., 2018. Challenges for digital transformation–towards a conceptual
decision support guide for managers. Journal of Decision Systems. 27(sup1). pp.38-45.
HERNANDEZ, D. L. and ÇENGEL, Ö., 2019. Impact of Analytics on Strategic Marketing
Performance. Journal of Technologies and Applied Sciences, 1(02), pp.17-29.
Hill, A. and Hill, T., 2017. Essential operations management. Macmillan International Higher
Education.
Islam, F. R. and Mamun, K. A., 2017. Possibilities and challenges of implementing renewable
energy in the light of PESTLE & SWOT analyses for island countries. In Smart Energy
Grid Design for Island Countries (pp. 1-19). Springer, Cham.

Johnson, R., 2020. ETHICAL CONSIDERATIONS IN EMBODIED RESEARCH. The Art and
Science of Embodied Research Design: Concepts, Methods and Cases. p.52.
Kalam, K. K., 2020. Market Segmentation, Targeting and Positioning Strategy Adaptation for
the Global Business of Vodafone Telecommunication Company. International Journal
of Research and Innovation in Social Science (IJRISS). 4.
Kaur, K. and Kumar, P., 2020. Social media usage in Indian beauty and wellness industry: a
qualitative study. The TQM Journal.
King, A., Li, L. and Hser, Y. I., 2017. Common Statistical Methods for Primary and Secondary
Analysis in Substance Abuse Research. In Research Methods in the Study of Substance
Abuse (pp. 81-112). Springer, Cham.
Kumar, A., Shankar, R. and Aljohani, N. R., 2020. A big data driven framework for demand-
driven forecasting with effects of marketing-mix variables. Industrial marketing
management, 90, pp.493-507.
Ladd, T., 2018. Does the business model canvas drive venture success?. Journal of Research in
Marketing and Entrepreneurship.
Lemenkova, P., 2019. Numerical Data Modelling and Classification in Marine Geology by the
SPSS Statistics. International Journal of Engineering Technologies. 5(2). pp.90-99.
Li, S. and et.al., 2020, August. Competitive Analysis for Points of Interest. In Proceedings of the
26th ACM SIGKDD International Conference on Knowledge Discovery & Data
Mining (pp. 1265-1274).
Mahmoud, T. O. and et.al., 2017. The influence of green marketing mix on purchase intention:
The mediation role of environmental knowledge. International Journal of Scientific &
Engineering Research. 8(9). pp.1040-1048.
McCann, H., 2019. Look good, feel good: On treatment in the beauty salon. Overland, (237),
p.82.
Mohajan, H. K., 2017. Two criteria for good measurements in research: Validity and
reliability. Annals of Spiru Haret University. Economic Series. 17(4). pp.59-82.
Nazareno, J., Zhou, M. and You, T., 2019. Global dynamics of immigrant entrepreneurship:
Changing trends, ethnonational variations, and reconceptualizations. International
Journal of Entrepreneurial Behaviour and Research. 25(5). pp.780-800.
Oghazi, P. and Mostaghel, R., 2018. Circular business model challenges and lessons learned—
An industrial perspective. Sustainability. 10(3). p.739.
Ourahmoune, N. and Jurdi, H. E., 2020. Beauty salon-a marketplace icon. Consumption Markets
& Culture. pp.1-9.
Ourahmoune, N. and Jurdi, H.E., 2020. Beauty salon-a marketplace icon. Consumption Markets
& Culture, pp.1-9.
Ramlaul, A., 2020. Dissertation Structure and Presentation. In Medical Imaging and
Radiotherapy Research: Skills and Strategies (pp. 363-380). Springer, Cham.
Rashid, Y. and et.al., 2019. Case Study Method: A Step-by-Step Guide for Business
Researchers. International Journal of Qualitative Methods, 18, p.1609406919862424.
Ruck, N., 2018. Beauty Industry. Krisis–Journal for Contemporary Philosophy.
Shendell, D. G. and et.al., 2018. Assessing acute symptoms related to occupational exposures
among nail salon technicians. Journal of occupational and environmental
medicine. 60(4). pp.343-349.
Sort, J. C. and Nielsen, C., 2018. Using the business model canvas to improve investment
processes. Journal of Research in Marketing and Entrepreneurship.

Sparviero, S., 2019. The case for a socially oriented business model canvas: the social enterprise
model canvas. Journal of Social Entrepreneurship. 10(2). pp.232-251.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies, 4(4).
Todeschini, B. V. and et.al., 2017. Innovative and sustainable business models in the fashion
industry: Entrepreneurial drivers, opportunities, and challenges. Business
Horizons. 60(6). pp.759-770.
Umar, A., Sasongko, A. H. and Aguzman, G., 2018. Business model canvas as a solution for
competing strategy of small business in Indonesia. International Journal of
Entrepreneurship. 22(1). pp.1-9.
Vidgen, R., Shaw, S. and Grant, D. B., 2017. Management challenges in creating value from
business analytics. European Journal of Operational Research. 261(2). pp.626-639.
Xiao, Y. and Watson, M., 2019. Guidance on conducting a systematic literature review. Journal
of Planning Education and Research. 39(1). pp.93-112.