When opportunity knocked, Mark and Judy Dorsett welcomed that call with open arms

Oklahoma is no stranger to Salons by JC, thanks in part to the dynamic duo of Mark and Judy Dorsett.  They opened up their first franchise location in Moore, Oklahoma in the Fall of 2014.  What made them decide to open up another location in the Quail Springs area of Oklahoma City, was the opportunity to grow knowing that with that expansion, they would be encouraging others to improve their situation. “By providing the opportunity to become a salon suite owner, we are enabling individuals in the beauty industry to reach their dreams”, stated Mark Dorsett.

 

In photo: Dustin Allen, Concierge Quail Springs and Judy Dorsett, Owner Salons by JC Quail Springs 

Things that were done differently

Of course, with this being the second location, some things were done differently this time around.  From previous experience you gain life lessons.  Some of the things that the Dorsett’s did differently were marketing based.  “We sent out regular email updates on construction and marketing to those who had signed leases with us prior to opening”, said Dorsett.  Judy Dorsett took it upon herself to work with the SBJC Corporate team on marketing strategy and also took some courses to gain a better working knowledge of social media marketing, including Facebook and Yelp. Mark stated, “starting earlier with our promotions helped leverage our presence to have people come to the open location to take a tour.”  This strategy helped them tremendously when they opened their doors in March 2017 at half capacity.

Fears and Obstacles

Along with new strategies in place, there were still fears as the second location was getting ready to open.  One of the biggest fears was the amount of work they were about to face.  “We did not anticipate the amount of personal involvement it would take to keep things running well with the first location; Would this amount of work double as we prepared to operate two locations?”, stated Dorsett.  The Dorsett’s were also faced with several obstacles prior to opening.  The main one being timing, “we contacted a group of people at a salon that was closing in the area and they had some specific times that they needed to be out (of the salon) and find a new location to work in.”  Since the Quail Springs location wasn’t scheduled to open until two months after that date, this posed an issue. What also created an issue was a delay in construction,  “the delay had us push our official opening back by one more month”, stated Dorsett.  The Dorsett’s combated this issue with their new tenants by keeping constant contact with them and calming their fears.  Reassurance to their new tenants remained priority.  

Key Points of Advice

The Dorsett’s learned a lot the second time around.  Two things that stood out to them were:

  • Trust the Salons by JC system and try not to deviate from it – the system was created to assist in the success of your business.  Trust and follow it.
  • Contractors are always delayed, plan on extra months from the initial plan – If you know that it will happen, plan for it so you don’t get thrown off when it does happen.

This past week, June 12th-17th, the Quail Springs location held its “Grand Opening”. The week long event included an open house and free appetizers and beverages to all who dropped by to tour the facility.  Judy Dorsett, always thinking of new ways to market her business, conducted a video shoot to use to promote the location and emphasize the Salons by JC logic of owning your own salon suite and starting your own business.  “What sets Salons by JC apart from the competition is our on-site Concierge and the personal involvement from the owner”, stated Dorsett.  Judy wanted to make sure that those key points always come across.  “Personal relationships with the salon suite tenants are important.  They truly appreciate the Concierge, but also want to know that the owners care about their personal success.”  Congratulations to Judy and Mark Dorsett on their second location.

Blog written by Marlene Romo Flores
Salons by JC – Marketing