Diane "The Business Bulldog" descends on Heaven's Makeup Bar
In business for only one year, Heaven's is on the brink of bankruptcy. Co-Founders Gabriella & Claudia can barely pay the rent, let alone their staff. They desperately need Diane' business expertise, makeover skills and tough love to turn around their failing beauty business.
CLAUDIA & GABRIELLA
Once great friends, Claudia and Gabriella are barely speaking to each other. The stress of managing a failing business has taken a huge toll on their personal finances, spouses and friendship. Company morale is in the toilet. Daily screaming matches are only making matters worse. If Heaven's business doesn't turn around soon, it's game over!
Claudia, a waxing expert, is holding onto this unprofitable business line. She's the more reserved partner.
Gabriella is tough, loud, and tattooed. Formerly a "celebrity" makeup artist (Blink 182, The Basketball Wives), she's a DIVA and used to getting her way.
CARLI (Makeup Artist)
Jamie (Makeup Artist)
KIMBERLY (Eyelash and Hair Extensions)
Yosenia (Nails & Receptionist)
HEAVEN'S MAKEUP BAR: BEFORE
Cheesy Bar Concept and Branding
Actual Bar on premises. Cheap wine flows all day. Employees are often buzzed and frequently complain of hangovers!
Customers enjoy free booze. Unfortunately, nobody spends money on actual makeovers.
Beauty Bar is cluttered and lacks UNIQUE brand identity
Dirty Makeup Counters
Makeshift Kitchen at front entrance is off-putting and low rent
Smelly food is everywhere. Employees eat out in the open and fail to clean up after themselves. Not acceptable for a high-class beauty business.
STAFF IS M.I.A. & DRESSED INAPPROPRIATELY
Makeup staff is lazy, arrogant and glued to their iPhones. They could care less about making customers happy or bringing in new business. To add insult to injury, even their wardrobes are inappropriate.
Heaven's Decor is stuck in the 80's
Potpourri of mismatched colors, dusty nick-nacks, dirty carpeting, broken furniture and appliances everywhere. This is no way to run a fashionable beauty bar!
Good Heaven's! The New Starbucks? Dudes hanging out everywhere for free WIFI. They have to go!
Heaven's Doggy Day Care
Employees actually bring their dogs to work! Very unsanitary conditions for a makeup bar. Gabriella's poodle Romeo constantly poops on the floor. The stench is turning away customers.
Confusing Product Mix
Heaven's is offering too many services: makeup applications, lash extensions, hair extensions, massage, bikini waxing, nails and jewelry.
MAKEUP PRODUCT LINE & SERVICES
Replace cheap and tacky makeup line. Simplify MAKEOVER MENU so customers can pick and choose their favorite MAKEOVER LOOK quickly. Simplicity sells! Establish "4" sexy makeover looks: The J Glow, The Smokey K, The Girl Next Door and The Retro Lamb.
WAXING & MASSAGE
Heaven's is NOT a spa and NOT a massage parlor. These unprofitable business lines are "off brand" and confusing the customer. They have to go!
Replace cheap over-the-counter lashes with HEAVEN'S BRANDED professional lashes. With better quality lashes, Heaven's can charge more money!
This is a Makeup Bar, not a Hair Salon! Extensions are off brand. They have to go!
HEAVEN'S next door neighbor is a full-blown nail salon. This is a Makeup Bar, not a Nail Salon! Nails are off brand. They have to go!
Heaven's Retail Hell
OMG! JEWELRY, SHOES & KEY CHAINS!
This is a luxury make-up bar. Not a rummage sale. Heaven's desperately needs a new retail strategy.
What "Blow Dry Bar" is for hair, "Heaven's" is for makeup. Establish a brand look and feel for future national roll-out or franchise opportunity. You give us 30 minutes and $35 dollars, we'll make you gorgeous!
LOOK & FEEL
MENU OF SERVICES
#3. STICK TO YOUR KNITTING
Create a consistent and sexy menu of beauty services and applications around makeovers. This is a Makeup Bar, NOT a full service spa. Eyelash Extensions and Eyebrow Sculpting are "On Brand". Eliminate "Off Brand" hair extensions, bikini waxing, nail gels and massage.
#4. FIRE AND HIRE THE "IDEAL" STAFF
Makeup artists are Heaven's front line. Staff needs to drastically improve work ethic and skills. It's Heaven's way or hit the highway!
#5. MAKE MONEY WHILE YOU SLEEP -- LAUNCH A HEAVEN'S BEAUTY SCHOOL
New revenue stream and fertile hunting ground for new makeup artist hires.
#6. Heaven's goes Hollywood
Heaven's is 5 minutes to major Film Studios and TV Networks. Heaven's needs to market to this elite group of power players, celebrities and aspiring actresses. Makeover services are ideal for actresses going out on auditions, award shows and special events.
#7. CREATE HEAVEN'S OWN MAKEUP LINE
Develop and sell a proprietary line of cosmetics and skincare products. This will lead to higher profit margins.
#8. OFFER COMPLIMENTARY PHOTO SHOOT AFTER MAKEOVER
Hire fashion photographer to snap pictures of makeovers, pamper parties and sweet sixteens.
#9. OFFER GROUP MAKEOVER EVENTS AND PROMOTIONAL PACKAGES
GIRL'S NIGHT OUT
BACHELORETTE, PROM AND SWEET SIXTEEN PARTIES
#10. WEDDINGS ARE BIG BUSINESS!
Heaven's needs to be the "one-stop-makeover shop" for brides and bridesmaids.
#11. PIMP MY RIDE
Create a luxurious and hipster vibe inside Heaven's. Mandate the following:
DRESS FOR SUCCESS
Complimentary Champagne ONLY if you pay for beauty services.
Great Music creates fun atmosphere
#12. HOUSE CALLS
Hire army of talented makeup artists to perform makeovers at private homes, offices, Award Shows and Red Carpet Events.
#13. CHARGE FOR MAKEUP LESSONS
New Profitable Revenue Stream
#14. TRUNK SHOWS = COMMUNITY OUTREACH
Offer local fashion designers and artists free shelf space. Creates "Good Will" and foot traffic! Local community and neighbors are Heaven's best "Brand Ambassadors".
Create sexy "daily deals" to drive customer traffic. Designate one staff member as Social Media guru to drive new traffic and keep loyal customers coming back.
#16. Designate Staff Member As SOCIAL MEDIA GURU
Twitter, Instagram, Facebook and Pininterest used to drive new traffic and keep loyal customers informed of specials and newsworthy events. (Also much better use of staff member's time. No more texting friends all day!)
#17. SUPPORT LOCAL CHARITIES
THE BIG REVEAL!
HEAVEN'S MAKEUP BAR: AFTER
Re-opening party with Draya Michele of Basketball Wives
BLAKE (Business Development)
ANNALISE (Marketing & PR)
ANTOINETTE (Interior Designer)
DIANE'S MOBILE OFFICE
Diane's Executive Office
DIANE'S PERSONAL LIFE
Tim (Diane's Date)
Diane's confidants Kati & Jacqui are always up for a fun night out!