Create a Clear Growth Plan for Your Beauty & Wellness Business In Less Than One Hour

Running a beauty salon isn’t just about treatments—it’s about running a business that supports your lifestyle, your team, and your long-term goals. Yet many salon owners and those within the beauty and wellness industry admit they rarely take the time to step back and plan for growth.

In fact, a Phorest Salon Software survey found that 72% of salon owners say they spend most of their time working “in” the business, not “on” the business. That’s why progress often feels slow, despite long hours and hard work.

The truth is, creating a growth plan doesn’t need to be complicated—or time-consuming. In less than 1 hour, you can put together the foundations of a plan that guides your decisions, keeps your team on track, and ensures your beauty and wellness business grows in a way that feels sustainable.

And the best part?

You don’t have to figure it all out yourself. I’ve created a Business Strategy Checklist that does the heavy lifting for you. But first, let’s walk through how this works.

Step 1: Get Clear on Your Goals

Without a destination, you’ll keep running in circles. The first step is defining what growth actually means for you as a beauty and wellness business owner.

Growth goals could include:

1. Increasing average spend per client by adding extras like lash tints, masks, or mini-massages

2. Filling more treatment slots throughout the week

3. Attracting more repeat clients through loyalty programs

4. Expanding into new services like aesthetics, advanced facials, or other wellness add-ons

Case study: At my own salon, we set a simple 6-month goal: increase retail sales of skincare products by 15%. This gave us focus—training our therapists to talk confidently about aftercare, redesigning our retail display, and introducing a “product of the month.” Within five months, we’d exceeded the goal, and the additional retail revenue gave us a consistent profit boost without adding more clients to the diary. 

Quick tip: Write down 1–3 specific, measurable goals. For example, “Boost repeat facial bookings by 20%,” or “Sell £1,000 worth of skincare products each month.”

Step 2: Identify Your Current Gaps

Once you know your goals, ask: What’s holding me back?

Common beauty salon gaps include:

1. Treatment diary not fully booked (especially weekdays)

2. Low retail conversion (clients not buying aftercare products)

3. Clients only booking occasionally rather than on a regular cycle

4. Limited visibility on social media or Google

5. Therapists not confident in upselling treatments or products

Industry stat: According to Phorest, beauty salons typically retain only 23% of new clients after their first visit. Without systems in place to encourage rebooking, this becomes a huge growth barrier.

Case study: A salon I worked with found that clients were booking facials occasionally, but not regularly. By introducing a simple “Skin Journey Plan” (a series of 6 facials tailored to results with a discount for upfront booking), they increased client commitment. Their rebook rate for facials jumped from 28% to 55% in three months, creating consistent revenue and stronger client relationships.

Quick tip: List the top 2–3 “bottlenecks” currently limiting your beauty salon’s success—whether it’s empty appointments, weak retail sales, or low rebook rates.

Step 3: Break It Into Manageable Actions

A big goal without steps is overwhelming. That’s why your growth plan needs tiny, manageable actions.

For example:

1. Goal: Increase average spend → Action: Train therapists to suggest an add-on like a £7 collagen eye mask, a brow tidy, or a 10-minute hand massage during treatments.

2. Goal: Fill empty slots → Action: Launch a “Midweek Treat” offer every Wednesday for quieter hours, promoted via Instagram or SMS.

3. Goal: Improve client retention → Action: Create a loyalty scheme where clients earn rewards for rebooking within 6 weeks or trying a new service.

Quick tip: Write one small action you can take this week that aligns with your salon’s biggest growth goal.

Step 4: Track Your Progress

“What gets measured gets managed.” If you don’t track your efforts, it’s easy to lose momentum.

Key metrics for salons:

1. Rebook rate: % of clients who book their next appointment before leaving

2. Retail conversion: % of clients who buy a product

3. Utilisation rate: % of available slots that are booked

4. Average spend per client

Quick tip: Choose one simple metric to track weekly. Share it with your team so everyone feels involved.

Step 5: Use the Business Strategy Checklist

This is where I save you time. Instead of creating your growth plan from scratch, my Business Strategy Checklist gives you a ready-made framework.

It will help you:

✔ Pinpoint your exact growth goals

✔ Spot hidden gaps in your salon operations

✔ Identify the quick wins that bring the biggest results

✔ Keep your team focused and accountable

👉 Download the free Business Strategy Checklist here

Final Thoughts

Salon success isn’t about working harder—it’s about working smarter. With clear goals, a focus on small consistent actions, and the right tools, you can grow your salon without the overwhelm.

Take just 60 minutes today: write down your goals, spot your gaps, and grab the checklist. Your future salon self will thank you.

Because the salons that thrive aren’t the ones that work the longest hours. They’re the ones with a plan.