Franchise and Business Opportunities

Sona Laser Centers - Hair Removal Franchise; High Tech - High Returns by Nicholas A. Bibby Copyright © 2002, all rights reserved

Is it strange that a person who has spent most of his life caring for and replacing hair has shifted his focus to removing it? No, not if you’re Dennis Jones, a man with a gift for creating systems... systems that work. And of course in franchising, the existence of proven, workable systems is critically important.

Dennis Jones

Under the trade name, Sona Laser Centers, eight laser hair removal centers were established around the United States prior to launching the business as a franchise. The new offering is unusual in many respects, but to the trained eye, perhaps the most striking feature is the presence of mature operations and marketing systems that are generally found in only the oldest and most well established franchise companies. “We’ve built this business by carefully planning, testing and improving our procedures in all areas. By the time we were ready to initiate franchising, we already had proven many times over that our program would work in a variety of markets and under a variety of owners and managers.” Jones also adds, “Of course it is imperative that owners use our systems according to our standards if they are going to be effective. Therefore, we provide extremely intense training not only for our franchisees and their center managers, but also for the entire staff. Every team member is trained, coached and observed prior to opening to ensure that each position is handled properly. Then, following training at both our corporate headquarters and at the new franchised location, we follow up with constant monitoring and mentoring of the franchise center.”

OK, systems aside, even though systems are the backbone of every great franchise, a business must offer a product or service that the market demands. And at Sona, one will find an exciting, timely and profitable service – the removal of unwanted facial and body hair by the latest in laser technology.

Thousands or men and women are testimony to the desirability and acceptance of the “Sona way” as evidenced by the legs, lip lines, bikini lines, underarms, backs and faces that will remain smooth and hair free for a lifetime following Sona treatment system.

How big is the market? Enormous. Each year over $400 million is spent on electrolysis alone and over $13 billion is spent on waxing and other hair removal products. Specifically, with regard to the laser segment of the market, 2002 will see over $2 billion with estimated growth to over $3 billion by 2005.

What makes laser technology the preferred method of hair removal? Simple, it lasts. Compared to the temporary nature of waxing, shaving, lotions, etc., and time consuming, painful electrolysis, laser is clean, efficient and, for the most part, permanent. Due to the technological complexities of the operation, it became essential for Sona to find a business partner with the ability to maintain and update the actual laser equipment, and find it they did in a working relationship with the second largest manufacturer of laser equipment in the world. The lasers found at each location are under a strict partnering agreement in which the manufacturer provides complete support. Unlike standard equipment leasing or purchasing programs, Sona’s franchisees do not own the equipment and therefore, typical equipment concerns are eliminated as all technology, service and maintenance are all included in Sona’s franchise model.

Beyond systems (for marketing, operations and human resources), technology and a high demand service, is there anything else Sona has attended to and tailored to increase the attractiveness of this business opportunity? Yes, they have packaged everything in a facility and decor that captures all five senses of their clients. Today’s Sona Laser Centers are designed and built with the look and feel of an upscale day spa, and that serves to welcome and relax every client. Down to the last detail, every center provides business efficiency while still in an atmosphere of warmth and friendliness.

One last note that must be added to Sona’s story. In an effort to offer maximum service to its clients, Sona will be adding skin rejuvenation and other non-invasive procedures. All and all, Sona has managed to capture a very hard to beat combination for anyone seeking a niche opportunity.

For franchise information, visit Sona Laser Hair Removal on BISON.