Mitgliedschaftsmodell für ein Manhattan-Day-Spa ausbauen

0:00Unternehmer/Gast Thank you for a lovely workshop. It's amazing. You guys are the best. Forget the rest, right? >> [laughter] >> Thanks. Uh I'm in the day spa space in Manhattan, New York. And we do monthly memberships, charge $99 a month. They come for one service. We also offer them the opportunity to pay the year up front. They only pay for 10. They get two free. That's a basic model all across the industry. Now, clearly you came up with the genius uh way to sell 6 weeks, $600, lose 20 lb.

0:36>> Mhm. Any ideas that could be replicated in the spa space for something like this? Yeah, I actually had somebody when we had Alan, the software company before we sold it. They had a They did float tanks, so it's not the same, but somebody's going there to relax. So, like the the desired end state similar, not the vehicle. And so, they actually ran a a 6-week stress release challenge where they included one float tank visit per week for 6 weeks, and they sold it for $600. And they followed the exact same Jim Launch model, and they did very well.

1:07Alex Thank you. Yeah, so I mean, they just flipped it. And the key The key that makes that whole model work is that you have to be able to flip it at week three or week four into the year. Right. Okay. >> That's the That's the whole mechanics behind making it work. So, you give them something for 6 weeks, flip them in the third or fourth >> Yeah, and you get the cash up front, and then usually 24 to 48 hours later, we upsell product. And so, you probably have like creams and lotions and serums and other things that you sell at the day spa, I would imagine. And so, it's like, cool. This is the This is the stuff that you're going to do while you're here. Come back, and we'll give you these things that you can do at home because it's not about what you do here.

1:39It's about the other 194 hours a week or whatever it is, right? And so, um that would be kind of like the two-part cuz all that will offset uh the initial cost to acquire customers. Cuz if you can get Cuz I think that What's your What's your CAC right now? Um 9:1. 9:1, yeah. So, it's like, if you can If you get $2 to $400 up front, and then you can sell half of them into the year Oh, so sorry. Um take that back. Um our LTV is It's 9:1 for our experience-based business, but it's literally 1:1 for our uh membership-based business. So, we sell experiences. So, that's like average $600. It costs us about 60, 70 bucks to

2:19>> And you want to grow the membership. But we want to grow the membership because that's how I That's how I can scale. Yeah, so here's how So, um there's a different model that's coming out in the next book. But uh the way that it works is we used to call this the Green Play out of after the gym owner who figured it out. Um but way it works is you got that really valuable thing that people want, right? >> Yeah. And so, what you can do is you can advertise that thing for free. And so, when the person comes in, you then say, "Cool. Here's this amazing package, this experience that everyone wants. It's six Whatever it is, $600, $800. Okay, so you can have that, or we can just give it to you as a gift for free when you become a member."

2:56Okay. >> And so, And so, then it becomes the onboarding offer, essentially. And then you can flip like everybody into the continuity, especially with the price disparity between the really expensive thing. So, for us, we sold, you know, $600 versus $200 membership. So, $600 for 6 weeks versus 200 per month, it was still a uh a a 40% premium to to do the $600 thing. And we'd get uh almost 2/3 to take the $200 month offer. Thing is is that one out of three people's going to give you the 600 bucks and say, "I don't want the membership."

3:26And you're like, "Cool, I'll just take the 600 bucks." And so, that helps offset uh the cash from the ones that do go into the membership. But all The whole point of it is that you you break you break even on the front end. And so, then you can just blow out traffic. >> Keep uh advertising. >> Yeah. Okay. That makes sense. Thank you. Yeah, you're welcome. >> If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through, and more importantly, where they got stuck and how they got past it. And so, we broke it in these 10 stages, and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at, and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so, no matter what you're struggling with, someone else has already struggled with it and solved it. And so, I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstruct the business and you're trying to scale, we'd love to help you out. On the thank you page, you can just book a call with my team, and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas, and we'll do this in person, live.