To ensure that small barber shops are chosen

To help small barbershops get chosen : Introducing the "Barber Strategy Framework"

Hello. Today, I would like to introduce a "simple management framework to help customers choose your barber shop" for those who run their own barber shops.

We don't have a marketing department or analytics team like large companies.

Still, there must be many barbershop owners who are troubled by concerns such as, "There's more competition nearby," "The number of customers is decreasing," and "I want to raise prices, but I'm not sure."

This is where the "Barber Strategy Framework" that I have adapted for individual barber shops can be helpful.

We have made the technical terms as easy to understand as possible so that it can be immediately useful in daily management.

Audio commentary available here

https://open.spotify.com/episode/7Jj2MAhKlNQuoUF72pYlgj?si=WHqnEDYETMKgQlXBeZNKFQ

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1️⃣ Reflecting the current situation through three mirrors (a simplified version of the 3C analysis)

First, try reflecting your store through three mirrors: your customers, your competitors, and yourself.

• Customer's Mirror

Who comes to your salon? What age group, lifestyle, and hair concerns do they have?

👉 Example: Office worker in his 30s to 50s, who values ​​cleanliness

• Competitor

Your local 1000 yen haircut shop, a beauty salon, or another barber shop...what's the difference?

👉 Example: Competitors emphasize "cheapness" and "targeting young women"

• My Mirror (Company)

What can only you do?

👉 Examples: careful shaving, comfortable atmosphere, relationships with regular customers

→ Just by writing these three things down on paper, you will be able to see where you stand.

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2️⃣ Determine the target chair (a simplified version of STP analysis)

If you think, "I want everyone to come," your store will end up being one that "doesn't appeal to anyone."

The important thing is to decide which chair you would most like to sit in .

• Target (T)

What kind of regular customer would be happiest?

👉 Example: A man in his 40s who wants a quick haircut and stops by after work

• Positioning (P)

What does the store mean to you?

👉 "A reliable barber who can give you a clean-cut hairstyle in a short time."

→ Once you are clear about who you are offering and what you are offering, your advertising and pricing will be more consistent.

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3️⃣ Organize your strategy with four tools (a simplified version of the 4P strategy)

Let's organize the services we offer in our shop by comparing them to the tools a barber uses.

• Product (product/service)

What services will you focus on, such as haircuts, shaving, and head spa?

• Price

Should I match the local market price or differentiate and set a more aggressive price?

• Place (location/channel)

Decide how easy it will be to visit your store, including its location, opening hours, and whether you should use a reservation app.

• Promotion

How can you get people to know about your business through social media, Google Maps, word of mouth, local shopping district bulletin boards, etc.?

→ By organizing these four points, you will be able to see where you need to strengthen your business to attract more customers.

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Summary: Using the Barber Strategy Framework will enable you to manage your business without wavering

Because we are a small barbershop, we don't need to perfect complex marketing theories.

The important thing is simple,

1. Reflecting the current situation through three mirrors

2. Select the target chair

3. Four tools to prepare your strategy

Just by thinking in this way, you will be able to clearly see why customers choose you, and you will be able to have confidence in attracting customers and setting prices.

Please try writing out your "Barber Strategy Framework" in your notebook while you're at the salon today.

The next time you welcome your guests, you will surely see a different view.