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    Zero-Gapped: HOW TO RAISE YOUR BARBERSHOP PERFORMANCE USING TRIED AND TESTED GROWTH HACKING STRATEGIES
    Zero-Gapped: HOW TO RAISE YOUR BARBERSHOP PERFORMANCE USING TRIED AND TESTED GROWTH HACKING STRATEGIES
    Zero-Gapped: HOW TO RAISE YOUR BARBERSHOP PERFORMANCE USING TRIED AND TESTED GROWTH HACKING STRATEGIES
    Ebook148 pages1 hour

    Zero-Gapped: HOW TO RAISE YOUR BARBERSHOP PERFORMANCE USING TRIED AND TESTED GROWTH HACKING STRATEGIES

    By Dr. Salman Malik

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    About this ebook

    The barbershop revolution has rocked the men’s grooming industry in the past decade. Social media, the creation of influencers, the artistic new cutting techniques and barber education have proven powerful instruments to monetise and maximise the earnings potential of barbers and barbershop owners. As with any creative industry, you can only have a finite number of market influencers and barbers providing education to those learning the trade. So what can other barbershops do to maximise all their revenue streams? How can we take a lifestyle business to a scalable brand using organic business growth strategies?
    Zero-Gapped is a book written by an ex-academic scientist turned-entrepreneur and pro-barber which describes the use of a proven century-long business model and modern growth hacking strategies that can be applied in the barbershop to create value for your business, your customers and yourself.
    LanguageEnglish
    PublisherAustin Macauley Publishers
    Release dateApr 30, 2021
    ISBN9781398412040
    Zero-Gapped: HOW TO RAISE YOUR BARBERSHOP PERFORMANCE USING TRIED AND TESTED GROWTH HACKING STRATEGIES
    Author

    Dr. Salman Malik

    ABOUT THE AUTHORS The lead author, Dr. Salman Malik (aka Sal), is a published ex-scientist, a Bioengineer, entrepreneur, a pro-barber, and author. Following his successes in academia and the launch of his first business; an innovative pharmaceutical start-up (where he raised a seven-figure investment), he then transitioned into the barbering industry. He launched the Etch® (shaving) brand, formulating his own shaving products and featuring in all industry leading magazines, including British GQ. He also has backing from angel investors and experts to grow the business into a global brand. His scientific background, understanding of hair properties and trichology, and passion for the barbering industry has inspired him to educate modern barbers in their scientific know-how, so they better understand the fundamental element driving the entire trade. Tracey Walker is a Fellow Member of the Institute of Trichologists and runs her own trichology practice in Cambridgeshire. For the past seven years she has also held the post of Director of Education for the Institute. Coming from a hairdressing background, Tracey understands the importance of a knowledge of basic science in all areas pertaining to the hair and scalp. She has been the author of many articles which have featured in the press and academic journals and has given presentations on trichology to hairdressing students in colleges. She is passionate about continual professional development and loves sharing her knowledge and experience to educate and encourage others.

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      Book preview

      Zero-Gapped - Dr. Salman Malik

      Studios)

      Chapter 1

      The Barbering Industry

      1.1 The Dominion

      The barbering industry has been described alongside high-profile reports, as the fastest-growing profession worldwide. It is projected to be worth up to $30 billion by 2021. There are many well-established services and consumer-facing industries that have rarely witnessed the same level of growth that the barbering industry has done over the past decade. This unparalleled growth has meant barbers are demanding more for their cuts, and due to the development of new techniques, trends and styles, customers are requesting more from their barber. Ultimately this has led to maturity and growth in skill, pricing and quality, subsequently leading to unmatched market growth in an industry that is currently thriving. This is undoubtedly one trade where influencers are profiting from the economies of scale available, which once upon a time would have been considered gold dust.

      Barbershops have an annual turnover of £9.2 billion, making them one of the highest revenues and profit-generating stores per unit area. They represent 1.87% of the total UK workforce, with 5,900 barbershops in the UK, which has doubled in the past decade, previously at 2,967. Comparatively, there are 16,000 barbershops alone in the US with combined annual revenue of $70 billion (£53 billion). North West England has the highest density of barbershops at 18.6% against only 10.3% in London [1, 2, 3] demonstrating that this profession and service isn’t just limited to major cities making it an exciting opportunity for those barbers that want to plunge into the world of entrepreneurship regardless of their location.

      In terms of qualifications, 2.9% of barbershops have employed individuals with degrees. However, this is not a requirement or necessity to become a professional barber [1, 2, 3]. The profession requires more than a certificate and a higher education stamp, it involves a combination of skill, excellent customer service, trust and loyalty.

      Figure 1. Excellent customer skills and service are at the heart of the barbering profession and industry.

      [Image Credit: Ian Hoyos at Champs Barbers, London, UK]

      In 2016, the National Hairdressers’ Federation published statistics stating that hairdressing/barbering businesses are the 5th most popular independent start-ups [4], and that personal grooming businesses (barbering and beauty) are the fastest-growing independent retailers [4]. This trend shows there is currently no decline in demand. Regarding the appeal of barbering, hairdressing is the 10th most popular apprenticeship in England [4], with over half the people working in hair and beauty are aged 16 to 34 currently [4].

      The industry has witnessed a significant rise in the use of powerful marketing tools like social media for its services and customer engagement. Tools such as Instagram are heavily used in this industry for advertising their services and products. In contrast, platforms such as Twitter and Facebook are used for customer engagement and feedback. Additionally, more and more barbershops are using Facebook as a platform to help book their appointments and are relying less on their own websites and/or other tools. Comparable high-end barbershops have minimal (if any) websites – mostly just to display basic description, pricing, and means of contact – and are putting more focus on their social media platforms for further customer engagement. The industry has witnessed so much attention that even in the past five years, the software has been developed to encourage a streamlined booking system that efficiently works for both the customer and the barbershop when accepting payments. The industry is definitely changing, and to cater to this rapid change, new innovative approaches must be developed and adopted to grow your barbershop and keep up with the state-of-the-art systems and latest trends.

      1.2 Current Status

      At this moment, professional barbering and in general men’s grooming is thriving. Many market reports and business articles casually use booming to describe high-value industries, but even using the same term to describe the current position of the barbering market would be an understatement. It is also apparent that this growth has not just been limited to a specific region, country or continent, but the revolution has been consistent worldwide. Furthermore, what makes this industry even more exciting at this present moment in time, is the organic growth it has witnessed without relying on external sources of funding and support for the creation of barbershops, barbershop owners and entrepreneurs. The industry has created a wealth of opportunities for the next generation of barbers. It has set some critical industry standards to be followed.

      The current generation of barbers are not only ‘just barbers’, but they are also innovators, branding strategists, digital marketers, product developers, educators, influencers and role models. Due to this newfound ability of barbers to innovate, they have created an evolved value proposition for their clients, not only increasing their turnover but also their earnings. The traditional business model of maintaining a long-term relationship with your client has evolved to much more than just a buy-and-sell relationship. Barbers are now distributing products, building their own brands, investing more in marketing, social media and education. It has even stretched as far as charitable activities; cutting the hair of homeless people and giving opportunities to those who haven’t had access to education as some others do in society.

      Potential earnings have rocketed up to more than one might earn working in the city or in more specialised roles, for example in the engineering, manufacturing, biotechnology and finance sectors. Although this is an excellent sign that the industry is growing, so is the competition and this subsequently creates a division or band at which one could earn, causing barbers to push the boundaries (as they have done lately) to innovate and create multiple revenue streams rather than the crucial single revenue stream which most barbers would traditionally rely on. This book will discuss how initially applying the razor-blade model and general business growth strategies to create additional income for the barbershop can support barbers in adding value through their services encouraging customers to purchase more services and/ or products from barbers. It will also highlight what kind of other opportunities a barbershop can consider for attracting and growing its customer base if it already isn’t doing so and exploring existing successful strategies.

      It is important to note that although the industry has witnessed organic growth, this growth is due to a combination of new trends, products, strong branding, proper execution, strong teams (and founding directors) and pure hard work. For those entering the trade, it is not only possible to ‘ride the wave’ off the hard work that others have put in but more importantly putting the ‘work’, time and commitment that those (barbers) before did to build the industry to where it is now. Still, there are economies of scale to benefit from off the standards and efforts of the current generation of barbers. This includes more opportunities

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