February 20, 2006
Style points | A chat with June Juliano, owner of Mensroom Salon and Lounge in Portland.
By Whit Richardson
Employees: Five
Startup costs: $50,000
Revenues, year one: $100,000
Projected revenues, year two: $200,000
Contact:874-8080
8 City Center, Portland 04101
www.mensroomsalon.com
Why did you decide to open Mensroom Salon?
Well, after being in the business for nearly 20 years I noticed that men weren't getting the same level of service [as women]. They were paying the same price ˆ but not getting the same level of service. I believe that men want quality haircuts. So we wanted to create a salon that was for the guy. People, I think, really underestimate what men want and what their needs are, even in little ol' Portland, Maine. I saw a need for it; I saw a niche there.
What is that niche?
We created a culture here where men can come in and really enjoy luxurious service. They come in and get a chance to relax, they get to talk to other guys, they get to network while they're there, they get to talk to about business ˆ they get to talk guy talk. We just want guys to feel like they can be at home here.
How did you finance the start of your company?
Our sister company, [Falmouth-based] Acapello Salons, [which Juliano founded in 1995] financed us.
What's been your biggest challenge?
Normally, in our industry they say it takes three to five years to get a return on your investment. I've been fortunate with my other business; we've been profitable since year one. That was not the expectation we set up for this plan, because we knew we chopped our client base right in half.
Do you see the business turning a profit in three to five years?
Absolutely. Oh yeah, I wouldn't be sitting here otherwise.
What do you charge for a haircut?
We charge more than the average. If you compared it to the Old Port it really depends. When we did a little market research [we found] that prices could be anywhere from $16 to $45 [for a man's haircut], but the majority are on the lower end. Sometimes people will come in and say, 'Oh my god, you charge $40 for a haircut?' Yeah, but let us tell you what you get for $40, you get more than a haircut. We're not about getting you in and getting you out.
So, what do you mean you get more than a haircut?
We don't just have TVs; we have high-speed Internet access, we have a fax machine for our guests to use. When you come to the Mensroom, what you can expect is a very warm but professional welcome. They'll take your coat, they'll offer you a beverage ˆ we serve Starbucks Coffee, we don't serve Folgers. You'll be invited to use anything: the pool table, the dart board, the Internet, anything at all that you wish. Then you will have a consultation: Let's talk about your hair. Let's talk about the goals with your hair, or your skin, or your facial hair.
Do you have any competition?
No, not at this time. We don't know of anything north of New York City, really.
How do you market your business?
First of all, we hired somebody to create our branding, SixFootFour Design in Brunswick. We were really big on partnering with people. We [advertised] a bit in the Portland Phoenix.
We have [other] ads that will be geared towards Acapello's women clients to get their husbands in here.
Has your initial plan attracted the kind of customers you expected?
Yes, and then some. I really expected more of the upper middle class, maybe even more affluent gentlemen between the ages of 35 and 60. What has been amazing to me is the younger men that come in here, the college students. I was really surprised; I really didn't think they would. I know they buy $100 jeans, but you can wear those over and over again.
What are your plans for growth?
Focusing on the hair-color business. Our biggest population is the baby boomers. I think men definitely want to stay looking younger longer, just as much as women do.
Which male celebrity do you think needs the most help in the hair department?
Oh my gosh, by far; you know who that is: Donald Trump. He needs some serious help.
New Entrepreneurs profiles young businesses, 6-18 months old. Send your suggestions and contact information to wrichardson@mainebiz.biz.
Startup costs: $50,000
Revenues, year one: $100,000
Projected revenues, year two: $200,000
Contact:874-8080
8 City Center, Portland 04101
www.mensroomsalon.com
Why did you decide to open Mensroom Salon?
Well, after being in the business for nearly 20 years I noticed that men weren't getting the same level of service [as women]. They were paying the same price ˆ but not getting the same level of service. I believe that men want quality haircuts. So we wanted to create a salon that was for the guy. People, I think, really underestimate what men want and what their needs are, even in little ol' Portland, Maine. I saw a need for it; I saw a niche there.
What is that niche?
We created a culture here where men can come in and really enjoy luxurious service. They come in and get a chance to relax, they get to talk to other guys, they get to network while they're there, they get to talk to about business ˆ they get to talk guy talk. We just want guys to feel like they can be at home here.
How did you finance the start of your company?
Our sister company, [Falmouth-based] Acapello Salons, [which Juliano founded in 1995] financed us.
What's been your biggest challenge?
Normally, in our industry they say it takes three to five years to get a return on your investment. I've been fortunate with my other business; we've been profitable since year one. That was not the expectation we set up for this plan, because we knew we chopped our client base right in half.
Do you see the business turning a profit in three to five years?
Absolutely. Oh yeah, I wouldn't be sitting here otherwise.
What do you charge for a haircut?
We charge more than the average. If you compared it to the Old Port it really depends. When we did a little market research [we found] that prices could be anywhere from $16 to $45 [for a man's haircut], but the majority are on the lower end. Sometimes people will come in and say, 'Oh my god, you charge $40 for a haircut?' Yeah, but let us tell you what you get for $40, you get more than a haircut. We're not about getting you in and getting you out.
So, what do you mean you get more than a haircut?
We don't just have TVs; we have high-speed Internet access, we have a fax machine for our guests to use. When you come to the Mensroom, what you can expect is a very warm but professional welcome. They'll take your coat, they'll offer you a beverage ˆ we serve Starbucks Coffee, we don't serve Folgers. You'll be invited to use anything: the pool table, the dart board, the Internet, anything at all that you wish. Then you will have a consultation: Let's talk about your hair. Let's talk about the goals with your hair, or your skin, or your facial hair.
Do you have any competition?
No, not at this time. We don't know of anything north of New York City, really.
How do you market your business?
First of all, we hired somebody to create our branding, SixFootFour Design in Brunswick. We were really big on partnering with people. We [advertised] a bit in the Portland Phoenix.
We have [other] ads that will be geared towards Acapello's women clients to get their husbands in here.
Has your initial plan attracted the kind of customers you expected?
Yes, and then some. I really expected more of the upper middle class, maybe even more affluent gentlemen between the ages of 35 and 60. What has been amazing to me is the younger men that come in here, the college students. I was really surprised; I really didn't think they would. I know they buy $100 jeans, but you can wear those over and over again.
What are your plans for growth?
Focusing on the hair-color business. Our biggest population is the baby boomers. I think men definitely want to stay looking younger longer, just as much as women do.
Which male celebrity do you think needs the most help in the hair department?
Oh my gosh, by far; you know who that is: Donald Trump. He needs some serious help.
New Entrepreneurs profiles young businesses, 6-18 months old. Send your suggestions and contact information to wrichardson@mainebiz.biz.
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