If you do one thing this month, Salon Smart PR & Marketing guru Sharleen Hunter suggests you perform a SWOT analysis. Just as you’d have an assessment at the gym or take your car in for an M.O.T, a SWOT analysis is a handy marketing and planning tool which helps you evaluate your business’ Strengths and Weaknesses, as well as the Opportunities and Threats facing your salon.

To get started, create a grid like the one below or just jot down your thoughts on separate pages with Strengths, Weaknesses, Opportunities and Threats as headers. 

StrengthsWeaknessesOpportunitiesThreats





INTERNAL elements - the things inside your business that you control:

1. Strengths:
What strengths does your salon have? Is it good customer service or maybe great colouring skills? Whatever it is, don’t be afraid to blow your own trumpet! Make a note of what you think attracts clients to your salon and then keeps them coming back for more.

2. Weaknesses:
Next, objectively consider your weaknesses. Do you have high staff turnover? Are your prices too high and service standards low? As difficult as it may appear, be honest. Consider the things that your clients complain about and the areas that could be improved.