Home' Spa and Clinic : Volume 60 February 2015 Contents “ We had a reputation as hair removal
specialists and we wanted to provide
all types of removal and reduction,”
says Sue. After careful research she and
her daughters decided to use Candela
medical grade lasers in the clinics.
Sue has turned a $5,000 kitchen
start-up to an internationally
renowned and trusted empire.
Sue’s daughters are all still in the family business: Naomi is
the graphic designer (left of Sue), Nadine (next right of Sue)
is brand manager and Nadine is R&D director.
family business: along with Nadine as R&D
director, Natalie is brand manager and
Naomi is Nad’s graphic designer.
Though it all may sound like a fairytale,
business hasn’t all been smooth sailing (or
skin) for Sue. In 2005 she decided to take a
year off, only to have to return to rescue the
business from near-bankruptcy.
“Experiencing obstacles and setbacks is
part of business,” she says. “ You can’t beat
yourself up about it. Take the lesson as a gift
and then ask, ‘What am I going to do now?’
“If you are in the gutter you have to
accept it, be honest, ask for help and then
act. Many people will want to support and
help you back to success.”
When you have one of the most popular
homecare hair removal products in the
country, offering permanent hair reduction
might be seen as going into competition
with yourself, but Sue doesn’t consider that
to be the case.
She had been monitoring trends in hair
removal, and especially the rise of laser
treatments, from the mid-2000s before
choosing to open a professional clinic in 2007.
“ We had a reputation as hair removal
specialists and we wanted to provide all
types of removal and reduction, so we
researched the services,” she explains. “ We
were our own guinea pigs, led by Nadine.
We had treatments and researched the
machinery. We decided to go with Candela
medical grade lasers and not IPL as we felt it
was the best equipment for the job.”
In total there have been six Nad’s clinics,
but the company has chosen three locations
– Parramatta, Sydney CBD and Burwood –
to concentrate on.
“ We decided to operate only from
standalone shopfronts rather than in
shopping centres, and this is the strategy
that we have going for ward as it’s clear that
this is where we need to be.”
On the laser price war
In the laser hair removal market,
competition is fierce. With so
little reg ulation it’s becoming a
tarnished industry. There’s so much
discounting, but we’ve not entered
into that. Nad’s is all about offering
premium quality, time for the client
and results. We don’t cut corners and
we certainly won’t compromise safety.
Therapists are holding a weapon,
and we plead with the government
for more controls. I think that clients
know that you get what you pay for.
They want expertise and quality, and
that’s what they’ve come to recognise
in us – they’ve trusted us for over
22 years. We have a global brand to
protect and we wouldn’t ever risk that
through undercutting prices.
Sue on business
A clear vision and intention is
essential. Set a goal. Look to your heart
as well as your head and have faith. It’s
possible to build from nothing.
Goal-setting should be ambitious
but not impossible.
Then, make a simple business plan
and identify your top three objectives.
On a weekly basis, assess what you’ve
achieved and what you w ill achieve.
It’s about passion, drive and ambition.
As you build a structure of people
around you it’s necessary to put more
processes in place, but it’s still just as
important to keep things simple. A
one-page business plan and KPIs is
enough. Hire good people, give them
an action item list and then let them
do their job.
On finding balance
I learnt the hard way – I was
diagnosed with glandular fever and
was on the verge of it becoming
chronic fatigue. I had to learn to
take care of myself first. Ambition is
amazing, but you also have to care for
family and friends and yourself. I’ve
practised yoga and meditation for
the past 15 years. It has allowed me
to cope with information overload,
to return my focus to the breath, to
switch off. Even if I only have five
minutes I can fit in a practice.
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