HILTON ATLANTA NORTHEAST...insights into the Millennial mind. MODERATOR: Brian Perdue, Salon 124 PANELISTS: Angel Ceasar, Aria Salons Denise Deering, Juut SalonSpa Gary Harlan, Ncolor

www.DataDrivenSalon.com | 2017 | DATA-DRIVEN SALON 1www.DataDDrrriivivvvvvvvvvvvvvvvvvvvvvvvveeeeeeeeeenSenSenSnnSenSSeeeeneeeeeenSeeeeenSeeeeee SeeeenSe Seeeeeeee Seeeeeeeeeeeeeeee aloaloaloaaloaloaloalooaloaloa onnnnnnnnnn.n..c...ccccnn cccnnn.cn ccnnnn ccnn cn.n cnn cnn ooomooomoomommmoommommmmm ||| 2222020101122 17 |7 7 7 DATTA-DA RRIVIVIVVIVEN SALLON 1

P R E S E N T E D B Y

event guide

HILTON ATLANTA NORTHEAST

ATLANTA, GEORGIAJUNE 25-26, 2017

U S I N G D A T A T O G R O W Y O U R S A L O N B U S I N E S S

DATA-DRIVEN SALON | 2017 | www.DataDrivenSalon.com

Table of Contents

Event TeamMichelle Mendez, CMP

Director of Events

Martine Rouzan, CMP Event Manager

Irene GruenSenior Event

Marketing Manager

Modern Salon Media

Steve ReissPublisher

Stacey SobleEditor-in-Chief SALON TODAY

agenda at-a-glance

welcome letter

meet the sponsors

full agenda | 8-10

Sponsor Listings

list of speakers | 14-18

general information

020406081214

20 WORKSHEETS | 20-37

19

complimentary wifi available in session rooms

38 ACTION PLAN | 38-41

2 DATA-DRIVEN SALON | 2017 | www.DataDrivenSalon.com

agenda AT-A-GLANCE

8:00am - 7:00pm Registration Open FOYER

9:30am - 9:50am Welcome and Opening Remarks HUNNICUTT B

9:50am - 10:30am ◗ Looking at the Salon Using the Data Lens HUNNICUTT B

◗ How Does Your Salon Stack Up?

10:35am - 11:10am Understanding Your Metrics—What They Mean and

Why They Are Important HUNNICUTT B

11:15am - 11:45am The 4 C’s - Clarity, Coach, Connect and Check HUNNICUTT B

11:45am - 12:45pm Lunch HUNNICUTT C

12:50pm - 1:35pm Ramping Up Retail HUNNICUTT B

1:40pm - 2:25pm Is it Time to Expand? HUNNICUTT B

2:30pm - 3:15pm P&L 101 HUNNICUTT B

3:15pm - 3:35pm Networking Break FOYER

3:40pm - 4:20pm Understanding and Motivating Diff erent Personality Types HUNNICUTT B

4:25pm - 5:10pm KEYNOTE ADDRESS - Leading from the Inside Out:

Mining Your Internal Data HUNNICUTT B

5:15pm - 6:00pm CELEBRATION CEREMONY - ZeeZor Stylist Stage/Salon Today’s

Salon of the Year Recognition Program/Salon Today 200 Update HUNNICUTT B

6:00pm - 7:30pm Networking Reception HUNNICUTT C

06.25.2017 SUNDAY

06.26.2017 MONDAY

7:30am - 1:00pm Registration Open FOYER

8:00am - 9:00am The Idea Factory (Breakfast Served) HUNNICUTT C

9:05am - 10:00am The Secrets of Successful Stylists Panel HUNNICUTT B

10:05am - 10:50am Driving Client Engagement HUNNICUTT B

10:50am - 11:05am Networking Break FOYER

11:10am - 11:55am Salon Owner Success Stories Panel HUNNICUTT B

12:00pm - 12:45pm Attracting and Retaining Talent HUNNICUTT B

12:45pm - 1:45pm Lunch HUNNICUTT C

1:50pm - 2:45pm Succession Strategies HUNNICUTT B

2:50pm - 3:35pm Salon Owner Takeaways Panel HUNNICUTT B

3:40pm - 4:20pm Developing Your Personal Data-Driven Salon Action

Plan / Closing Remarks HUNNICUTT B

5:00pm - 6:30pm SPECIAL PRESENTATION - Club Intrigue at

Data-Driven Salon2017

MEDLOCK AUDITORIUM


welcome letter

Welcome to Atlanta and DATA-DRIVEN SALON, the fi rst salon

business event of its kind.

As our industry becomes increasingly competitive and challenging, the

eff ective use of data will be the defi ning trait of successful salons in the

future. Data gives us valuable insight, helping us tap into unique opportunities,

identify risks, and eff ectively overcome challenges. From interpreting a P&L

to discovering an unexplored market segment, understanding and tracking

key metrics is something every salon leader should understand. Data can

help you know where to best focus your attention and allow you to better

engage clients, retain your staff and grow your service and product sales.

When it comes to understanding and interpreting industry data, both

SALON TODAY and ZeeZor are valuable resources to salons just like yours.

We are excited to partner on DATA-DRIVEN SALON, which assembles some

of today’s most successful salon leaders, who are eager to share strategies

from their own businesses on how to leverage the knowledge data gives

them on a daily basis. They’ll be covering a wide variety of data-driven

topics, including culture development, client engagement, retail success,

staff retention, expansion strategies, P&L intelligence, and staff coaching.

We also looked at the best way to supplement this valuable industry

intelligence with speakers outside our industry, who will be focusing on

leadership, succession strategies and understanding personalities and

employee communication.

On behalf of SALON TODAY and ZeeZor, we want to make sure you go

home with everything you need to begin implementing the ideas you’ll be

picking up over the next two days. We have integrated worksheet pages

for every presentation, so you can record your key takeaways and start

developing an action plan. And, we’re leveraging technology to give you

quick access to information presented at the event.

According to a recent study, Georgia is the state with the most Southern

hospitality. We want to do everything to support that title. If there is anything

we can do to make your time with us more pleasant or productive, please

don’t hesitate to let our events team or either of us know.

To an amazing event and a Data-Driven year ahead!

Steve ReissPublisher

MODERN SALON Media

Stacey SobleEditor in Chief

SALON TODAY

ZeeZor_resz_fpa.indd 1 6/14/17 3:12 PM


sponsors

silver

bronze

www.CLUBINTRIGUE.com

DDS06-0919clubintrgue_fpad.FNL.indd 1 6/9/17 8:59 AM


full AGENDA

of Guests Purchasing Retail, New

Client Retention and Repeat Client

Retention, Brian and Stacey help

salons discover exactly how their

own businesses stack up. Together

they identify both strengths and

weaknesses and how that information

should guide the rest of your journey

at the two-day conference.

Brian Perdue, Salon 124Stacey Soble, Salon Today

10:35am - 11:10am Hunnicutt BUNDERSTANDING YOUR METRICS—WHAT THEY MEAN AND WHY THEY AREIMPORTANT Legendary owner Van Council of Van

Michael Salons, and Monty Howard,

General Manager of Frank and

Belinda Gambuzza’s Salon Visage,

share the role of data in engaging their

teams and driving their businesses.

Van Council, Van Michael SalonsMonty Howard, Salon Visage

11:15am - 11:45am Hunnicutt BTHE 4 C’S—CLARITY, COACH, CONNECT AND CHECKRobert Cromeans showcases

how he uses numbers in his salon

organization to manage the growth

8:00am - 7:00pmFoyerREGISTRATION OPEN

9:30am - 9:50am Hunnicutt BWELCOMEOpening Remarks

Steve Reiss Modern Salon Media

9:50am - 10:30am Hunnicutt B

◗ LOOKING AT THE SALON USING THE DATA LENSWith data from the Salon Today 200

and Salon Today’s Beauty Pulse

salon owner surveys, Stacey Soble

paints the landscape on the current

state of salon business in the profes-

sional beauty industry. Leveraging

data from ZeeZor, Brian Perdue drills

deeper and leverages information

from hundreds of users across the

country to reveal current averages

on Key Performance Indicators.

◗ HOW DOES YOUR SALON STACK UP?By examining the key data bench-

marks on salon business, including

Revenue Per Square Foot, Average

Total Ticket, Services Per Service

Ticket, Average Retail Ticket, Percent

of each team member and reach

new levels of success.

Robert Cromeans Robert Cromeans Salons

11:45am - 12:45pmHunnicutt CLUNCH

12:50pm - 1:35pm Hunnicutt BRAMPING UP RETAILFor many salons retail sales are the

key to profi tability, but motivating

your team to sell isn’t always easy. In

this powerful session, Allyson King

walks you through the data points

of retail success and gives you

strategies for engaging your team.

Allyson KingHair + Co. BKLYN and Beauty 360 Consulting Group

1:40pm - 2:25pmHunnicutt BIS IT TIME TO EXPAND?Here we grow again! As she

prepares to open her third location,

Laura Ortmann shares the measure-

ments she uses to let you know

when it’s time to scale up. Laura

walks owners through lease negotia-

tions and educates them on possible

money-draining clauses.

06.25.2017 SUNDAY

www.DataDrivenSalon.com | 2017 | DATA-DRIVEN SALON 9

Laura Ortmann Ginger Bay Salons

2:30pm - 3:15pmHunnicutt BP&L 101Don’t shy away. Jim Pacifi co guides

owners through how to interpret a

Profi t & Loss statement, then use the

data as a business compass to drive

your growth.

Jim Pacifi co World Class Salons and World Class Financial Services

3:15pm - 3:35pmFoyerNETWORKING BREAK

3:40pm - 4:20pmHunnicutt BUNDERSTANDING AND MOTIVATING DIFFERENT PERSONALITY TYPESDiversity is what makes social

interaction a fruitful source of

information. Tim Golden walks

attendees through data on diff erent

intelligence types, and teaches them

how to best understand, motivate

and manage them to drive retention

and create a strong salon culture.

Tim Golden, MI Cubed

4:25pm - 5:10pmHunnicutt B KEYNOTE ADDRESS -LEADING FROM THE INSIDE OUT: MINING YOUR INTERNAL DATAGet ready to dig deep. In a motivat-

ing presentation, Scott Mawdesley

defi nes the characteristics of success-

ful leaders and helps owners step up

their leadership game by discovering

where a wealth of information can be

found; inside of you!

Scott MawdesleyWrite One Line

5:15pm - 6:00pmHunnicutt BCELEBRATION CEREMONYZEEZOR STYLIST STAGE/ SALON TODAY’S SALON OF THE YEAR RECOGNITION PROGRAM/SALON TODAY 200 UPDATEHonoring and recognizing the top

ZeeZor stylists, showcasing some of

Salon Today’s best designed salons

and updates on the Salon Today 200.

6:00pm - 7:30pmHunnicutt CNETWORKING RECEPTION

7:30am - 1:00pmFoyerREGISTRATION OPEN

8:00am - 9:00amHunnicutt CTHE IDEA FACTORYBreakfast served.

9:05am - 10:00amHunnicutt BTHE SECRETS OF SUCCESSFUL STYLISTS PANELIt’s time to pick the brains of the

stylists who top the ZeeZor database

for service and retail sales and fi nd

out about their specifi c methods

for capturing those numbers in

this interactive session. Plus, some

insights into the Millennial mind.

MODERATOR:

Brian Perdue, Salon 124

PANELISTS:

Angel Ceasar, Aria Salons

Denise Deering, Juut SalonSpa

Gary Harlan, Ncolor Salon &

Boutique

10:05am - 10:50amHunnicutt BDRIVING CLIENT ENGAGEMENTOwners know it can be far more

expensive to attract new clients

06.26.2017MONDAY


full AGENDA

than it is to market to your existing

loyal clients and encourage them

to sample other services in your

salon. Scott Missad shows you how

to measure your client engagement,

motivate your team and shift the

needle towards a more intimate

relationship between the two.

Scott Missad Gene Juarez Salons and Spas

10:50am - 11:05amFoyerNETWORKING BREAK

11:10am -11:55amHunnicutt BSALON OWNER SUCCESS STORIES PANELWith this interactive panel, which

includes leading salon owners willing

to share the secrets behind their busi-

ness success, we’ll explore a number

of best management practices from

employee recruitment to marketing to

building a profi t center. Each owner

will give you a brief glimpse into their

own operations before we open it

up to a dynamic conversation. Come

prepared with your most challenging

management questions.

MODERATOR:

Stacey Soble, Salon Today

PANELISTS:Marcus Allen, The Refi neryKarie Bennett, Atelier SalonsCandy Shaw, Jamison Shaw HairdressersDavid Wagner, Juut SalonSpa

12:00pm - 12:45pmHunnicutt BATTRACTING AND RETAINING TALENTFrank and Jana Westerbeke

understand the strength of building

a rock-solid salon culture. The West-

erbekes help their teams reach their

full potential through motivation,

growth seminars, employee support

and recognition. In this session they

share their specifi c culture-building

strategies and the data they use.

Frank and Jana Westerbeke Gadabout and VerVe Salons

12:45pm - 1:45pmHunnicutt CLUNCH

1:50pm - 2:45pmHunnicutt BSUCCESSION STRATEGIES What happens to your salon when

you decide to retire? Jake LaJoie talks

about the data that his group looks at

and off ers up tactics for owners who

are considering their next steps.

Jake LaJoie Bird Dog Capital Group

2:50pm - 3:35pmHunnicutt BSALON OWNER TAKEAWAYS PANEL

Allyson KingHair + Co. BKLYN and Beauty 360 Consulting Group

Scott Missad Gene Juarez Salons and SpasLaura Ortmann Ginger Bay SalonsJim Pacifi co World Class Salons and World Class Financial ServicesFrank and Jana Westerbeke Gadabout and VerVe Salons

3:40pm - 4:20pmHunnicutt BDEVELOPING YOUR PERSONAL DATA DRIVEN SALON ACTION PLAN / CLOSING REMARKS

Stacey Soble, Salon TodaySteve Reiss, Modern Salon / Salon Today

5:00pm - 6:30pmMedlock AuditoriumSPECIAL PRESENTATIONCLUB INTRIGUE AT DATA DRIVEN SALON 2017Listen and learn from the real stories

of industry stars, who share how

they found their paths to success

and satisfaction. Join us for a fun,

informative evening to start a

dialogue about why you are in the

business and what you want out

of it. No matter what your role is in

our industry, our business demands

that we be on the cutting edge. And

one thing is guaranteed: Your career

must constantly evolve as your big

WHY? changes

Jeff South, Intrigue Salon

Nick Arrojo, Arrojo Education

Amanda Hair, Bob Steele Salons

Brent Hardgrave, My Beauty

Butler

06.26.2017MONDAY

with theData-Driven SalonCommunity and

Salon Today!

CONNECTEDStay

SALON TODAY 200• 2018 applications available

NOW at salontoday.com.

• Application deadline: August 31, 2017

• Featured in the Jan/Feb 2018 issue.

• Go to salontoday.com/ST200

SALONS OF THE YEAR• 2017 honorees featured in the

May/June 2017 issue.

• 2018 Applications available October 2017.

• Application deadline: January 31, 2018

• Go to salontoday.com/SOTY

STAMP(Salon Today’s Annual Marketing Program)

• 2017 honorees featured in September/October 2017.

• 2018 applications available in March 2018.

• Application deadline: May 31, 2018

• Go to salontoday.com/STAMP

DATA-DRIVEN SALONJoin our closed Facebook Group

and continue the ongoing data

conversation. Search for “Data-

Driven Salon” on Facebook, fi nd

the group and click “Join.” You

can expect to be approved

within 24-48 hours.

SALON TODAYSign up for Salon Today’s

complimentary email

newsletters at

salontoday.com. BEAUTY PULSEParticipate in Beauty Pulse,

our salon owner surveys on

business topics. Look for

them in our email newsletter

and Facebook page.

ENTER ONE OF SALON TODAY’S RECOGNITION PROGRAMS:

DD

S0

6-0

910

.17

DDS06-0910stay_connected_fpha.FNL.indd 1 6/14/17 9:44 AM


thank you to our SPONSORs

Keune Haircosmetics North America JAMEZELL OTTINGER 1440 Lakes Parkway, Suite 500Lawrenceville, GA 30043 800-330-9302 | www.keune.com/na [email protected] Haircosmetics is an independent, family-owned

and operated company providing high-quality, reliable

haircare products that delight stylists and consumers.

MINDBODY, Inc. SARAH WELCH4051 Broad Street, Suite 220 San Luis Obispo, CA 93401 805-464-3928 | mindbodyonline.com/salon [email protected] software is designed for whatever

the day brings at the salon.

Minerva Beauty WESLEY CAMP 390 Jim Daws Rd. Monroe, GA 30655 888-332-0123 | [email protected] Beauty was founded in 2006 and has become

the nation’s largest manufacturer and supplier of salon

and spa equipment.

Presence AIMICHEL MEYER 121 2nd Street, San Francisco, CA 94105 415-766-1472 | [email protected] conversational assistants understand customers in

their own words. Powered by artifi cial intelligence and

available 24/7, they automatically handle bookings, re-

scheduling, confi rmations...


SalonBiz Software LOUIE LAGO303 South Pine Street, Hammond, LA 70403888-809-2802 | [email protected] Software with salon-owner intuition.

We are salon software innovators but we’re also

salon owners obsessed with growth.

Shortcuts Software GABE ORMANDO 7711 Center Avenue, Suite 650Huntington Beach, CA 92647 888-246-8408 | www.shortcuts.net [email protected] is the leading global standard in smart

salon technology with solutions tailored toward large fran-

chised chains through single sites.

Smarter LifeStyle Network CHRISTINE MARTIER 223 Fourth Street, Pittsburgh, PA 15222412-930-0763www.smarterlifestylenetwork.comkrista@gen1mediagroup.com Smarter LifeStyle Network is data driven to increase client

loyalty and your salon’s bottom line.

Textel MICHELLE STEIMANN 1120 S. 6th Street, Suite 120 St. Louis, MO 63104 844-483-9835 Call or Text [email protected] Textel text enables your existing business landline phone

number. Real-time SMS/MMS 2-way text communication

with customers using your PC.


list of speakers

MARCUS ALLENTHE REFINERY

There are few in the hair and beauty industry with as much experience to share as the charismatic and fascinating Marcus. Louisiana-born Marcus was the man behind the phenomenal growth of Urban Retreat in London’s famous Harrods, possibly the largest single-unit salon business in the world, with 220 staff , 11,000 services a month and an annual turnover of £12.5 million. A trained hairdresser, he has an incredible track record of creating hugely successful businesses from scratch. He is now with the Refi nery, which he has taken into the interna-tional arena.

KARIE BENNETTATELIER SALONS

Karie Bennett cut her own bangs on her 3rd birthday, the same day she taught herself how to read. Her offi cial journey as a hairstylist began in 1981, and as a salon owner in 1997, when she opened her fi rst Atelier in Los Altos. Opportunity knocked in 2002, when Aveda invited her to open the Bay Area’s fl agship Aveda salon at Santana Row in San Jose, California. Fast forward to today, Atelier is 70 employees strong, between three salon locations in the Silicon Valley.

ANGEL CEASARARIA SALONS

Growing up in Washington State Angel Ceasar graduated from Sunnyside Professional Beauty School in 2001. Shortly after being hired as a stylist she became a certifi ed manager for Master Cuts for 4 years. Through Master Cuts she was able to train with top artistic design teams in cut & color, along with many diff erent product lines such as Paul Mitchell, Biolage, KMS, Kenra, American Crew, Joico, Redken and many more. She is currently working for Aria Salon Spa Shoppe where she is now the Master stylist and Lead Educator at the Aria Salon Forsyth location.

VAN COUNCILVAN MICHAEL SALONS

In 1984, Van and his brother Michael part-nered and together launched the fi rst Van Michael Salon, a full service Aveda Concept Salon in Atlanta, Georgia. To guarantee that they only hired the area’s top stylists Van and company devised their own intensive training program from which every person had to pass before being allowed to fl aunt their creative skills. Now, every one of his stylists graduates from the training course with the best, becoming members of the Van Michael Artistic Team as well as the Aveda Educational Network.

ROBERT CROMEANSROBERT CROMEANS SALONS

Legendary platform artist and industry icon, Robert Cromeans’ innovative artistry and proven business strategies inspire hairdress-ers around the globe. Few have achieved such in-ternational acclaim, and fewer still have worked so hard to share the keys to success with others.


DENISE DEERINGJUUT SALONSPA

Denise has been the top revenue generating service provider for the past 13 years in all of the 10 Juut Salons and Spas nationwide. She is a woman phenomenon when it comes to consistently creat-ing eye opening results without an assistant. With a focus on the business and keen balancing act of mind, body and spirit, she will show you how she achieves such legendary results. Denise believes in giving back and sharing her pas-sion, knowledge, experience and insatiable drive with the industry that she loves.

TIM GOLDENMI3 (MICUBED)

Tim Golden, M.Ed., is an award-winning educator and curriculum and human resources development expert who has consulted nationally with schools, human resource agencies, businesses and manufacturers for the past 40 years. Tim has been recognized with numerous awards for his modern approach to curriculum development using multiple intelligences and his leadership in teaching and training. MI3 (MI Cubed)has tested well over 100,000 indi-viduals identifying their strengths and the motivations that drive them to excel – increasing engagement and retention.

GARY HARLANNCOLOR+ BOUTIQUE2 Gary Harlan is a success-ful salon owner and colorist/de-signer with NColor Salon+Boutique2. He has been a sole proprietor for over 33 years in the Sa-lon Industry. Gary is highly engaged in the management of his business and providing over 3,700 services and over $225K in retail to his clien-tele annually. Gary has taken from his experiences from traveling the world educating and listening to the clientele of NColor. He and his Team have learned from the experiences of 5 Star businesses outside of the Salon Industry to develop winning strategies for a profi table business and career oppor-tunities.

MONTY HOWARDVISAGE GROUP

Monty Howard is the General Manager of the Visage Group in Knoxville, Tenn., employing more than 170 people across six unique brands. For the last 10 years, Monty has been a presenter with the Strictly Business salon-training program, which shares the suc-cessful business practices Visage has employed over 30 years in busi-ness with salons from around the country. He is also a salon consultant with Summit Salon Business Center, working one-on-one with salons to establish sustain-ability strategies such as career pathing, education, customer service training and proper salon culture.

ALLYSON KINGHAIR + CO. BKLYN AND BEAUTY 360 CONSULTING GROUP

Allyson is an execu-tive who excels in growing profi table businesses, stream-lining operations, expanding market share, acquiring top talent and develop-ing high quality training systems for salons looking to take their business and their team to the next level. Her philosophy is sales through education and she believes that thinking big is just as critical to an organization’s suc-cess as creating real life training systems that teach not just the WHAT but the HOW while making execution simple. “Long-term success comes down to one “a-ha” moment. If I can create enough of those moments, the sales will follow; success will come.”


list of speakers

JAKE LAJOIEBIRD DOGCAPITAL GROUP

Jake LaJoie has a unique combina-tion of private equity, operations, investment banking and corporate fi nance experience. Over the course of his career he has com-pleted 15 principal equity investments totaling over $225 million in equity and $15 billion of M&A and corporate fi nance transac-tions. Jake’s primary private equity responsibili-ties include sourc-ing, execution, and post-acquisition management while focusing on companies in consumer and business services.

SCOTT MAWDESLEYWRITE ONE LINE

Scott has been a spiritual leader, pas-tor and entrepreneur for over 22 years in both the non-profi t and for-profi t world. His leadership journey has included many diff erent experi-ences, including: pastoring at 4 of the largest churches in America, traveling abroad to work with people in India and Russia, and helping build one of the most successful health food supplement companies in the US. Scott’s life mission is to connect and inspire people toward a deeper, more meaningful life.

SCOTT MISSADGENE JUAREZ SALONS AND SPAS

Scott Missad is the President & CEO of Gene Juarez Salons & Spas. He has been in the beauty industry for over 30 years in roles such as Sr. Executive for Maly’s and Beauty Alliance, Sr. Vice President of Sales of Redken, Founder of Strictly Business, a nation-ally acclaimed beauty industry business program, Founder of Sun Bum sunscreen products and is currently a Board Member for Gene Juarez Salons & Spas as well as ISBN.

LAURA ORTMANNGINGER BAY SALONS

Not your typical sa-lon/spa owner, Laura is not a licensed cosmetologist, but rather a licensed attorney in Missouri and Illinois. In her law practice, Laura specialized in the areas of real estate and construction litigation, along with corporate and employment law. Since purchasing the company in 2008, she has changed the culture at Gin-ger Bay overnight and allowed it to experience revenue growth and profi t-ability, without layoff s or cuts in employee benefi ts.


JIM PACIFICOWORLD CLASS SALONS/WORLD CLASS FINANCIAL SERVICESJim began his career in 1970 as a Clairol Salon Consultant before joining the Zotos team in 1980 and then becoming Vice President of Sales, Marketing and Education with Aveda in 1986. He became the Senior Vice President and General Manager at Caesar’s Beauty Products in South-ern California in 1989 and in 1991 became the President and CEO of Pacifi co’s Beauty Products, the exclusive Aveda dis-tributor for Colorado and Wyoming with a six-state region, grossing over 18 million in annual sales. World Class Financial Services provides account-ing services to over 100 Salons and Spas throughout the Beauty Industry.

BRIAN PERDUESALON 124

Brian Perdue was introduced to the salon industry in 1987 after marrying his hairstylist wife. Through her experiences, Brian quickly identifi ed an opportunity to create consistency and provide career paths in the industry while feeding his entrepreneurial spirit. After earning his cosmetology cer-tifi cation and training with a top salon in Atlanta, the fi rst Salon 124 opened in 1991. The 124 Group has grown to three brands encompassing six salon locations and one cosmetology school. With three boys at home and a love for fi shing, Brian attributes the ability to balance life while successfully running a business to ZeeZor (and a great leadership team, of course).

STEVE REISSMODERN SALON MEDIA GROUP

As publisher of Modern Salon, Steve is an active participant in the salon industry conversation and has presented on a range of topics at virtually every major industry event.

Steve started his career in the fashion industry and spent time in the hospitality, global electronics and packaging industries before joining Modern Salon Media. Recently, Steve was included in the Folio 40, honoring the most distin-guished media professionals.

CANDY SHAWJAMISON SHAWHAIRDRESSERS

Nicknamed ‘The Balay Lama, Candy grew up in the beauty industry as the daughterof Jamison Shaw, a world-champion competition hairdresser. With more than 35 years of experience as a hairdresser and educator, Candy owns Jamison Shaw Hairdressers, a 50-year young, 5,000 square-foot salon in Atlanta. She continues see-ing up to 35 guests a day, with the aid of assistants. In 1996, she founded The Academy at Jamison Shaw, and in 2014 she launched Sunlights Balayage and The Balay Box. She also serves as Intercoiff ure’s New Member Chair.


list of speakers

STACEY SOBLESALON TODAY

Stacey Soble has been involved in the conversation of salon business for more than 20 years—as a reporter, a consultant and as the Editor in Chief of SALON TODAY, the professional beauty industry’s only business-focused media. Under her helm, SALON TODAY has expanded its SALON TODAY 200 program, which honors and celebrates salon and spa owners for their business acumen, fosters the sharing of successful ideas, and establishes important industry benchmarks.

DAVID WAGNERJUUT SALONSPAS

David Wagner is a hair stylist, entrepreneur, educator, author and “Daymaker.” Innovator of the Daymaker Movement, David’s philosophy for living a life that changes the world - one person at a time - through simple acts of kind-ness, has captured the hearts of hundreds of thousands around the world. JUUT Salonspas are continually voted “Best Salon” within their communities, employ over 450 staff and serve over 400,000 guests annually.

FRANK WESTERBEKEGADABOUT AND VERVE SALONS

As a “rookie” stylist in training, Frank entered the Gadabout family 25 years ago as one of the fi rst employees hired at a new salon owned by a talented young newcomer to Tucson — Pam McNair, who would become his men-tor, his dear friend and ultimately his mother-in-law. The winner of numerous awards throughout his career, Frank chan-nels his creativity by bringing out the personality of his guests through in-novative style and color techniques. That same creativ-ity allows him to develop cutting edge building and space design for the Gadabout & VerVe Salons.

JANA WESTERBEKEGADABOUT AND VERVE SALONS

Jana carries on the high standards of excellence instilled in her by her mother, Pam McNair. Legendary customer service continues to keep her award winning company strong and Jana inspires customer service programs that cre-ate the Gadabout experience. She empowers her team of colleagues to achieve their maximum potential in every aspect of their lives and to realize the positive diff erence they can make in other people’s lives through their work. Jana is inspired every day by their success.


GENERAL INFORMATION

Conference BadgesYour Data-Driven Salon badge will

admit you to all Data-Driven Salon

events and activities that your badge

type qualifi es you for, including

sessions, the display area and

receptions. It is important that you

retain your badge and wear it at all

events for admittance. Attendees

without a badge may be denied

access; replacement badges may be

purchased at the registration desk at

your original registration cost. Retain

possession of all tickets received

with your badge.

Lost and FoundLost and Found is located at the

registration desk. When registration

closes on the last day of the show,

Show Management will turn over any

unclaimed items to the Hilton Atlanta

Northeast in-house security.

Photo and Video ReleaseBy attending Data-Driven Salon, you

hereby grant Bobit Business Media,

its representatives, and employees

the right to take photographs and

multimedia of you and your property

in relation to Data-Driven Salon. You

also authorize Data-Driven Salon use

of such images with or without your

name, and for any lawful purpose,

including but not limited to publicity,

illustration, print advertising, and

web content.

Speaker PresentationsSelect speaker PowerPoint presenta-

tions will be made available after the

close of the show. Show Manage-

ment strives to gain consent to post

presentations from all speakers.

Trade-Only EventData-Driven Salon is a trade-

only event. Individuals who cannot

document their direct, professional

affi liation to the trade will not be

admitted.

Unauthorized SolicitationAny activity designed to solicit or sell

products or services to Data-Driven

Salon attendees without the proper

authorization by the event sponsor

violates the rules of the event.

QUESTIONSIf you have questions, please call

(800) 576-8788 Monday through Friday

from 8:30am - 5:30pm PST.

20 DATA-DRIVEN SALON SHOW | 2017 | addwebsiteinfo.com

LOOKING AT THE SALON USING THE DATA LENS worksheet

Brian Perdue, Salon 124 & Stacey Soble, Salon Today

1.2.3.4.5.

NOTES:

To do items:


HOW DOES YOUR SALON STACK UP? worksheet

Brian Perdue, Salon 124 & Stacey Soble, Salon Today

30 DAY GOAL:

60 DAY GOAL:

END OF YEAR GOAL

1.2.3.4.5.

NOTES:

Moving forward, what is my action plan to drive my business to success?

To do items:


UNDERSTANDING YOUR METRICS—worksheet


To do items:

NOTES:

30 day goal:

60 day goal:

end of Year goal:

1.2.3.4.5.

WHAT THEY MEAN AND WHY THEY ARE IMPORTANTVan Council, Van Michael Salons & Monty Howard, Salon Visage


THE 4 C’S - CLARITY, COACH, CONNECT AND CHECK worksheet

To do items:

NOTES:

1.2.3.4.5.

30 DAY GOAL:

60 DAY GOAL:

END OF YEAR GOAL


Robert Cromeans, Robert Cromeans Salons


Ramping Up Retail worksheet


NOTES:

To do items:

30 day goal:

60 day goal:

end of year goal

1.2.3.4.5.

Allyson King, Hair + Co. BKLYN and Beauty 360 Consulting Group


IS IT TIME TO EXPAND? worksheet

To do items:


1.2.3.4.5.

NOTES:

Laura Ortmann, Ginger Bay Salons

30 DAY GOAL:

60 DAY GOAL:

END OF YEAR GOAL


P&L 101 worksheet

NOTES:

To do items:


1.2.3.4.5.

Jim Pacifi co, World Class Salons and World Class Financial Services

30 day goal:

60 day goal:

end of year goal

Sample Salon Benchmark Profit Loss January through December 2016

Salon Actual $ Benchmark $ Difference $

Total Sales SalesNet Service RevenueNet Expired Gift Certificate RevenueNet Retail Revenue

Total Sales 100.0% Total Sales

Cost of Sales/ Cost of Sales - RetailVariable Expenses Products - retail 54.0% of retail sales

Inventory AdjustmentsRetail Bonus - sales support 1.0% of retail sales Retail Commission - service providers 5.0% of retail sales Shipping - retail 0.5% of retail sales

Cost of Sales - retail #DIV/0! of retail sales

Cost of Sales - ServiceProducts - professional 6.0% of service salesService Provider CompensationPayroll - service providers 45.0% of service salesPayroll taxes - service providers 10.0% of payrollTotal Service Provider Compensation

Cost of Sales - service

Cost of Sales - CombinedMerchant Fees 2.0% of total sales

Total Cost of Sales #DIV/0! of total sales

Gross Profit #DIV/0! Gross Profit %

Operating Expenses/ Advertising & PromotionFixed Expenses Advertising

Promotional Salon ServicesPromotional Materials Testers/Samples

Total A&P 2.5% of total sales

Payroll - sales support staff 6.0% of total sales Payroll - management 2.0% of total salesPayroll taxes- sales support staff/ management 10.0% of payrollTotal Support Staff CompensationEmployee Benefits 5.0% of total payrollEducation/Staff Entertainment 2.0% of total salesRent/CAM 6.0% of total salesCleaning, laundry 1.0% of total salesTelephone 0.5% of total salesUtilities 0.5% of total salesComputer fees (not lease payments) 0.2% of total salesOffice Supplies 0.7% of total salesRepairs & Maintenance 1.0% of total salesBusiness/Liability Insurance 0.9% of total salesAccounting and Legal 0.4% of total salesPayroll Service 0.5% of total salesBank Fees 0.3% of total salesBad Checks 0.0% of total salesBusiness Fees & Taxes 2.0% of total salesMiscellaneous 1.0% of total sales

Total Operating Expenses

Other Expenses/ Other ExpensesFixed Expenses Owner Salary (less service or sales support)

Owner Other Expenses (auto, etc)Equipment LeaseDepreciation ExpenseCharitable ContributionsLoan Payment/Interest/Penalties

Total Other Expenses #DIV/0! of total sales

Other Income Other IncomeNOP After AdjustmentNet Operating Profit (before taxes) 0.00 0.00 #DIV/0! of total sales

Benchmark %


Understanding and Motivating Different Personality Typesworksheet

Tim Golden, MI Cubed


1.2.3.4.5.

To do items:

NOTES:

30 day goal:

90 day goal:

end of year goal:


LEADING FROM THE INSIDE OUT: MINING YOUR INTERNAL DATAworksheet


To do items:

NOTES:

1.2.3.4.5.

Scott Mawdesley, Write One Line

30 day goal:

60 day goal:

end of year goal


THE SECRETS OF SUCCESSFUL STYLISTS PANEL worksheet

NOTES:

IDEAS:

To do items: 1.2.3.4.5.

Angel Ceasar, Aria Salons; Denise Deering, Juut SalonSpa; Gary Harlan, Ncolor Salon & Boutique


DRIVING CLIENT ENGAGEMENT worksheet

NOTES:


To do items: 1.2.3.4.5.

Scott Missad, Gene Juarez Salons and Spas

30 day goal:

60 day goal:

end of year goal


NOTES:

IDEAS:

To do items: 1.2.3.4.5.

salon owner success panel worksheet

Marcus Allen, The Refi nery; Karie Bennett, Atelier Salon and Spa; Candy Shaw, Jamison Shaw Hairdressers; David Wagner, JuuT SalonSpa


attracting & retaining talent worksheet

Frank and Jana Westerbeke, Gadabout and VerVe Salons

1.2.3.4.5.

To do items:

NOTES:


30 day goal:

60 day goal:

end of year goal

Word Cluster

HOW-TO: Read the groups of words in each row (left to right), rate the characteristics (groups of three) as they apply to you. Use a scale of 1-4, 4 being the strongest and 1 being the least like how you view yourself. Begin in row 1 and in each row (left to right) use each number only once.

Example: Active Organized Nice LearningVariety Plan Helpful ScienceSports___ Neat___ Friends___ Privacy___**Note, use 1, 2, 3 and 4 once and only ONCE in each row

Active Organized Nice LearningVariety Plan Helpful ScienceSports ___ Neat ___ Friends ___ Privacy ___ Fun Clean Caring CuriousAction On Time People IdeaContests ___ Honest ___ Feelings ___ Questions ___ Playful Helpful Kind IndependentQuick Trustworthy Understanding ExploringAdventurous ___ Dependable ___ Giving ___ Doing Well ___ Busy Follow Rules Sharing ThinkingFree Useful Getting Along Solving ProblemsWinning ___ Save Money ___ Animals ___ Challenge ___

Exciting Pride Nature BooksLively Tradition Easy Going MathHands-on ___ Do it right ___ Happy Ending ___ Make Sense ___**Now add each column, straight down, for your total

TOTAL ___ TOTAL TOTAL TOTAL

123

54

1 2 34

___ ___ ___



To do items:

NOTES:

1.2.3.4.5.

30 day goal:

60 day goal:

end of year goal

SUCCESSION STRATEGIES worksheetJake LaJoie, Bird Dog Capital Group


IDEAS:

1.2.3.4.5.

To do items:

NOTES:

SALON OWNER TAKEAWAYS PANEL worksheetAllyson King, Hair + Co. BKLYN and Beauty 360 Consulting Group; Scott Missad, Gene Juarez Salons and Spas; Jim Pacifi co, World Class Salons and World Class Financial Services; Laura Ortmann, Ginger Bay Salons; and Frank & Jana Westerbeke, Gadabout and VerVe Salons


Data-Driven Salon Action plan

1. Key metrics to focus on: Metrics Current Salon Metric Target Metric Comments

2. Key takeaway messages from DATA-DRIVEN SALON


3. Self Evaluation:What is the most important things about me (internal) to focus on moving ahead?

What do I need to change about my business?

Resources: Who are the people I need to succeed?


Resources: What are the technologies / products / training and support I need to succeed?

What I am doing well and how do I further leverage this?

4. What specifi c things do I need to accomplish over the next 30 days?

Data-Driven Salon Action plan CONT'D


7. Key information resources

DataDrivenSalon.comZeeZor.comSalonToday.com

SalonToday.com/ST200SalonToday.com/STAMPSalonToday.com/SOTY

ModernSalon.comModernSalon.com/calendarHairPlusSummit.com

5. What specifi c things do I need to accomplish over the next six months?

6. Key contacts I met at DATA-DRIVEN SALON I want to stay in touch with Name Company Contact Information How we can help each other

#MODERNSALONTHE MOST POPULAR HASHTAG IN PROFESSIONAL BEAUTY.

MODERNSALON.com

NAILSMAG.com NAILSMAG.COM/CAREER-HANDBOOK

VIET-SALON.comMODERNSALON.COM/HEALTHYHAIRDRESSER

SALONTODAY.com

MODERNSALON.COM/HAIRPLUS

MODERNSALON.COM/PROCESS

MODERNSALON.COM/CAREERHANDBOOK

DATADRIVENSALON.com

HAIRPLUSSUMMIT.com

Documents

HILTON ATLANTA NORTHEAST...insights into the Millennial mind. MODERATOR: Brian Perdue, Salon 124 PANELISTS: Angel Ceasar, Aria Salons Denise Deering, Juut SalonSpa Gary Harlan, Ncolor