I had the chance to interview Andrea and Chris Scott who started a unique skin care company, skoah, in 2001. Why is it unique?
Because instead of focusing on a single service, they are the first to create the concept of Personal Training For Your Skin. They married the idea of the spa experience with their proprietary product line formed from a blend of 11 different plant extracts.
PTFYS is skoah's proprietary facials, administered by a Skin Care Trainer (esthetician) at their locations. Those same products used by trainers are on display for clients to purchase to apply at home.
I had the chance to interview Andrea and Chris Scott who started a skin care company, skoah, in 2001. Instead of focusing on a single service, they created the concept of "Personal Training For Your Skin" or PTFYS. It centers on integrating plant-based products formed from 11 different extracts into a spa experience. An esthetician administers the company's products at each of its 12 locations, where those same products are on display for clients to purchase to apply at home.
What really stood out in the interview is how Andrea and Chris faced several challenges yet managed to beat all odds and focus on improving their model and growing their business.
Having lost two parents and a three-year-old nephew in the middle of their startup helped them put things into perspective.
The empathy they developed from these experiences and the vigor that formed to create a product that makes people understand their skin better was their driving force to continue on despite challenges. With over 100 employees and 17 corporate and franchise locations, skoah has found success with over half its revenue coming from product sales.
Here are some of the things you can learn from them:
1. Be honest
Honesty is indeed one of the core values in a business. Without it, your business will not have repetitive customers.
Customers need products which deliver results as promised. In fact, you shouldn't lie or exaggerate the benefits of your product just for money. This will ruin your credibility.
Andrea and Chris understood this from the start and created a skin product that really works for their clients.
2. Be patient
Before starting a business, you need to understand that it will take time before profits start kicking in.
Andrea and Chris started seeing some results the second year after they started the company. Their vision and empathy which they learned from past experiences enabled them to be patient enough.
3. Believe in yourself
Until you take action and believe in yourself, no one else will.
If Andrea and Chris bought the lie that focusing on one thing in the skin industry doesn't work, they wouldn't have managed to run a successful business.
The thing is, believe and take action without listening to those people who discourage you.
4. Have a unique selling proposition
In business, it's very important to find a gap and fill it. If you continue doing business with other people, you will get the same results.
In Andrea and Chris's case, they made sure the customer experience was amazing and their products produced results as expected.
The bottom line here is: to provide value to your customers, get into their shoes and make it all about them.
5. Keep it simple
Let's face it. Life can be so complicated. The worst thing you can do is complicate it even more to your customers.
As a business person, don't provide a product that requires a lot of procedures. A straightforward, easy to follow solution will work wonders.
Andrea and Chris's plant-based products provide easy to use instructions and expected results.
6. Just do it
The best time to launch your business is now. Don't wait for the "perfect" time because you will end up procrastinating and eventually lose focus.
Always keep in mind that a little progress each day eventually adds up to big results.
7. Face your Fears
Fear is the number one reason why people don't start up new ideas. It stops you from achieving your goals.
Here are some of the questions you need to ask yourself:
• What is my goal?
• Other people have succeeded, why not me?
Once you put aside all the negative thoughts, you find that there is energy from within pushing you to reach those goals.