If you’re in Canada, you’ve probably already heard of Brows By G out in Winnipeg. With 2 locations and approximately 25 employees, Brows By G is a great example of the growth that can happen in the PMU world.
The woman behind the brand is Giovanna Minenna, a Winnipeg native who dropped out of college not once but twice to pursue a career she was passionate about and who wound up growing her small brow business to a recognized eyebrow styling studio, training academy and retail products company.
What started with a broken $75 barber chair in her condo is now a million dollar empire and a true testament that when dedication and excellence meet, great things can happen, no matter the industry.
This interview was an exclusive event for my Innovate & Create group coaching students, but I wanted to share the replay for all those of you out there just getting started. I know from personal experience how motivating and uplifting it can be to find success stories when you’re getting started in a venture.
During this call, Giovanna shared with us her 10 steps to a successful PMU business, which she beliefs helped her grow her entrepreneurship to what it is today.
If you prefer watching than reading, here’s the interview for you to enjoy. Be sure to subscribe to my YouTube channel and hit the little bell to be notified when I post a new video and give us a thumbs up if you enjoyed the video.
If you’re more of a reader, let’s get started.
Step 1: Get clear on your vision
Do you want to work for yourself, have you weighed the pros and cons?
If yes, then, how do you want your customers to feel? What’s their experience like? What do they see when they come in? Think about every little detail of that customer experience. Where do you want to perform your services? Why did you want to become a PMU artist? Why should clients book with you?That’s your value proposition. IF you can identify why they should book with you, you’re going to have a great marketing plan.
Step 2: Write it Down! Put it into a plan.
Business plan, marketing plan, get it out on physical form. Business plans are good if you need to structure your team to a mission and vision, to track measurable goals and hold yourself and others accountable. Also important if you want to get investors or secure funding, loan.
“A well run business requires setting up a specific objective, assigning responsibility, timelines and measuring your results,” says Giovanna.
She recommends searching Google for templates or the business plan writer on Futurepreneur.
Third option: hire someone, it can get costly, but you want someone who’s really strong in that area to help you get that done.
Step 3: Take action on your plan
This is where you put all of your planning to work.
- What Giovanna likes to do is put herself in the position of her customer. From their prespective, what would really wow them and have them talking to all their friends about your business?
- Know your demographic and validate that by seeing what types of customers are coming in, who’s attracted to what you’re doing.
- See if your marketing plan fits those clients. Have you decided where you can advertise? Which ones are you testing, which one is working? What do they want to see? Before and after photos or an educational component?
- Create a seamless experience from start to finish. How are you making the whole experience for your clients? “If you focus on the customer, I promise you, you will get more customers,” she says.
- Do you value yourself as an individual and artist or are you cutting to the lowest price?
- Follow up with your customers. Check in with them, a day later, a week later. What can you do to help them alleviate their concerns. Little things go a long way.
- How do you anticipate their needs before they have a freakout or come to you with a thousand questions?
Step 4: Implementing Processes
Processes are what’s going to save your sanity when your business gets too big for pen and paper and just one solopreneur.
Giovanna recommends sending the information to clients before they come in, it’s very important, will alleviate any unknowns and avoid someone booking out your service and realizing once you start that she is not eligible for it.
Input from Marisol
In my Innovate & Create group coaching, I tell all my students to create automations that will lift a lot of work off their shoulders.
For example, using an online booking tool will help reduce the workload of having to book customers and will streamline the process for tech savvy clients. Not only that, but it will also keep records of who’s coming, their information and might even them appointment reminders and follow ups. For online booking, I always recommend Acuity. I’ve used it for years for my own coaching business and I know many artists use it and love the ease with which it adapts to their own industry.
Step 5: Consistency
The more consistent you are, the more clients are going to recommend you. If you’re consistent you’ll get it, but if you’re persistent you’ll keep it. Don’t vary your prices. It becomes a complete disaster. Put your foot down even though sometimes it’s hard.
Step 6: FAIL & Let Go of the Ego
“Failing has been the most rewarding thing through this journey because if I didn’t fail, I wouldn’t have gotten better,” said Giovanna.
“I started making a list of the common complaints people were making and one of the things that were going right. You need to let go of the ego. Sometimes when clients come to you and they’re unhappy with something, we immediately take it so personally, but the most important thing is to listen to your customer, try to be a mind reader and be sensitive to what they want. We want to tell them we’re the specialist and we do this every single day.
We take it personally because it’s our work but the ego will hold you back from getting better. Sometimes you might think you know what’s best, but if you just listen to your client and make those tweaks and changes you might learn something new and understand other clients better too. Doing that will make your business flourish quickly,” she added.
Step 7: Invest in Yourself
Invest in your business, better space, tools or products, continuing education, stay on top of trends, educate yourself, learn different platforms. Paying for certain advertising or collaborations can really have a big ROI, sometimes it also means doing free services.
Step 8: Building a Team
“I thought I had to do everything myself and I promise you this is the way you get complete and utter burnout.
Get to a point where you can get hire people who have the skillset who can kill for you. Marketing, very important.
If you don’t know how to use Instagram properly, hire someone. Not good at writing? Hire someone to write content. Not good at numbers? Hire an accountant. You’re going to sit there for 10 hours and just waste your time when you could just take another client.”
BUILDING A BRAND
“Figure out who you are as an individual and play that into what your company is and what you want it to be. My business was built off integrity, empowerment and quality.
Those are the things I wouldn’t compromise. I don’t care is Suzy down the street is microblading for $100, I won’t lower my prices. I knew who I was, I was a quality provider, a luxury brand. I knew I gave a lot of time and dedication to my clients. The more you want to stay focused, the more they will start showing up at your door.
I do a value exercise. What are my 3 core values I want to build into my business? It could be family, art, relationships. Most people who have the same values are the ones who are going to find you.”
Step 9: Collaboration Over Competition
Stay classy, there’s always going to be people who try to cut you down or speak badly about you, but stay classy.
Competition is always going to be there but it makes you hungry and makes you be bette and pushes you to do more.
Not everyone survives in this industry. I leverage my competition rather than let it beat me down. And sometimes you might want to collaborate with your competition.
Step 10: Go Out And Get It
“No one is going to make this happen but you. If anything fails, it is on you.
If something is not working, change it. Take ownership of everything that’s going on in your business.
Put the work in, it takes so much dedication, sleepless nights. But at the end of the day because if you really want this it is so worth it because you’re helping people feel better about themselves.”