Prepare for Progress

A new year offers an opportunity to pursue goals & focus on reaching potential. CHLOE RANDALL explores ways to boost your profile & strive for success

Stepping into 2024 provides a chance to evaluate your business to support your career growth. From goals to finances, marketing and competition hopes, Scratch explores how nail technicians can plan and prepare for the year ahead…

Reflect on goals & set new ones

Before getting caught up in the excitement of a new year, look back on your business decisions in 2023 and establish what worked and what didn’t. Use this review to plan achievable action points and targets, and set yourself deadlines where appropriate.

Sarah Hartley

“Spend some time revising your goals and business plan,” advises Sarah Hartley, Scratch Stars Nail Business Mentor of the Year finalist 2023 & founder of marketing training platform, Blossom Tree Social. “Check that you are progressing in line with your plan, and see if any adjustments need to be made. It’s good to remember your end goal, but you also need to focus on your smaller targets so you can efficiently make your way toward your objective.”

“A new year means new alignments and affords a chance to reconnect with what makes you happy.”

Focus on finances

Ensuring you are charging your worth and evaluating your finances so that you can afford to take time off is imperative for a comfortable work-life balance. Review your price list and outgoings to determine if any alterations need to be made. 

Ruth Munro

“Create a maintainable working schedule, which includes a set number of paid holidays throughout the year,” advises Ruth Munro, Scratch Stars Nail Business Mentor of the Year finalist 2023. “Base your price list on this schedule and what you would like to earn. This is a great way to prevent burnout and help you achieve the salary you would like. Self-employed nail techs and salon owners will also need to focus on their tax return and financial plan for the following year.”

Maddi Cook

Maddi Cook, owner of Boss Your Salon, helps empower hair and beauty pros to price perfectly, set boundaries and grow without burnout. She believes that business growth is for everyone and has helped over 20,000 hair and beauty pros to amplify their businesses.

Maddi offers the Boss Your Profits Pricing Calculator Course, which helps pros work out how much money they need to make and how to word a price increase announcement. It also includes a pricing calculator app and access to a Facebook support group. Scan here to sign up

Make the most of marketing

Promoting what you offer, and doing it well, will help attract and retain clients. Review your marketing methods and evaluate which were effective, and explore any changes in messaging or marketing type that can strengthen your results.

Joanna Tompkins

“Learn as much as you can about marketing to stand out from the crowd,” recommends Joanna Tompkins, Scratch Stars Nail Business Mentor of the Year 2023 & owner of Nail Tech Tribe. “The market has never been so saturated, so if you want success, you need to make sure potential clients know you exist and that your business should be the one they choose.

“Focus on these three main marketing areas: 

• Google: Are you showing up at the top of Google search results? This will increase your bookings.

• Social media: Focus on the number of enquiries and bookings, not likes and followers. You can have 200 followers and be earning £2,000 per month, or have 2,000 followers but only earn £200 per month.

• Community-based marketing: It’s who you know, not what you know! Consider collaborations, recommendations, networking and flyers. Build relationships within your local community and get your name out there.”

Keep an eye on your offerings

Use 2024 to focus on what you enjoy and what is better for your life and business. “Cut the deadwood from your business,” states Layla Tourh, Scratch Stars Nail Business Mentor of the Year finalist 2023. “This could mean clients or services. A new year means new alignments and affords a chance to reconnect with what makes you happy. Are you not into nail art anymore? Give yourself permission to remove nail art from your price list and inform your nail art clients. It’s fine not to offer everything, as not every client is into everything.”

Layla Tourh

Consider competitions

Seize opportunities to develop your skills and receive recognition for your success by entering nail competitions. It may be a step outside of your comfort zone, but is key to gaining objective views of your work and building your profile. 

Metta Francis

Metta Francis, Scratch Stars Awards Ultimate Mobile Nailist, reveals five reasons why she values the awards experience:

• It gives you the chance to review the last year. It’s easy to get caught up in your day-to-day life, and the application process forces you to look back and reflect. It’s surprisingly easy to forget about the great moments, from that wonderful seminar you attended to a record-breaking month.

• It helps you identify any areas that need improvement. The application process forces you to focus on your personal development and business. You might notice a few gaps in your education and technical skills, and this is the best opportunity to set yourself goals for the year ahead to fill in those gaps.

• It keeps you on your A-game. From your social media to website and photos, ensure everything looks great. When it comes to your nail treatments, make sure you’re providing a five-star service each time. Capitalise on glowing customer testimonials.

• Get uncomfortable. If the idea of putting yourself forward and entering awards makes you feel awkward and uncomfortable, you’re on the right path. Magic happens outside of your comfort zone. Entering the Scratch Stars Awards takes determination and helps you to overcome insecurities and a lack of confidence to write about yourself and your achievements.

• Opportunity awaits. If you don’t enter, you have no chance of winning, but to be chosen as a finalist can help raise your profile in the industry. You’ll also find that your clients love talking about their ‘famous’ nail tech who’s up for an award. From a business point of view, I’ve been able to charge a premium for my services as a multi-award-winning nail technician.

Entry for this year’s Scratch Stars Awards is open 1 February to 10 March. Visit www.scratchmagazine.co.uk/scratchstars to find out more.

“The market has never been so saturated, so if you want success, you need to make sure potential clients know you exist and that your business should be the one they choose.”

Top up your training

Dave Horton

Continued professional development (CPD) is essential for keeping up with new techniques, enhancing product knowledge and preventing bad habits. Evaluate your quiet spells and book training courses for these periods.

“Education is more than just learning a new skill: it’s about keeping the skills you already have up to scratch to ensure your clients get the very best treatment from you,” comments Dave Horton, director at insurance & accreditation provider, ABT Insurance. “It’s so easy to get complacent if the same clients return to you every month, but if you’ve performed a luxury manicure the same way for the last 10 years without undertaking further training, the time to take action is long overdue.

“Product formulations change and techniques evolve, and with this, client expectations have grown. You should aspire to be the best you can be, and the prospect of keeping your skills on top form should be exciting.”