Selbstständig mit eigenem Nagelstudio – online Kurs
30. November 2022
Are you considering becoming self-employed, opening your own nail salon? Have you been dreaming of opening your own nail salon for a while now, but are still unsure how exactly to proceed? Full-time or just part-time? What does it all cost, and above all, how and where should you even begin?
Grab a coffee and relax; I think I can answer (most of) your questions. What's more, I'll show you the best tips, tricks, apps, websites, links, and much more that you need to start your own studio and that will really help you move forward. Step by step, I'll show you everything you need and how to proceed so that you can serve your first client (and these days, more and more men are getting their nails done, too 😉) as quickly and efficiently as possible.
Are you already a studio owner? Congratulations! Even so, this course will surely offer a tip or two that you can still benefit from. So stay tuned and be surprised!
Updated: 4.12.22
Self-employed with your own nail salon. Is it worth opening your own nail salon?
Surveys have shown that for most who have become self-employed, 'being his own boss' The main reason was this: no one constantly interfering, assigning "illogical" tasks, or distributing pointless work. The latter is also a key reason why many take the step towards self-employment. After all, we all spend a large part of our lives working! We spend roughly a third of our time at work, and the self-employed even more. Nevertheless, the saying "all that glitters is not gold" applies here as well. Besides the many freedoms and advantages of being self-employed, there are also quite a few pitfalls that one absolutely must be aware of; see the graphic below.
Even the most interesting job can become boring and routine over time if you don't constantly work to prevent it. Surveys of professional pilots have shown that even what is supposedly the world's most beautiful workplace loses some of its appeal with increasing years of service and routine. Especially since the pressure on this profession has increased enormously in recent years.
Owning your own nail salon – is that your deepest desire? Or, to put it another way, are you burning with passion? The emphasis is on "burning," because that's one of the fundamental prerequisites for professional self-employment. Professionally self-employed people absolutely must be passionate about their work. If you're still plagued by doubts or uncertainties, then wait a little longer. Let the idea mature, but continue to explore the topic, for example, by delving deeper into the subject. Here are a few suggestions:
In short: If you want to be your own "mistress and master", nail design is your passion and you are ready and curious to learn new things and take certain risks, then "let's go".
Requirements – What is needed to open a nail salon?
I've already mentioned the passion for this creative and interesting job. In fact, I think this is one of the most important prerequisites. It's not just about doing nails; it would also be advantageous if you enjoyed the entrepreneurial aspect. Being self-employed with your own nail salon means not only being a nail designer, but also an entrepreneur. This means you're not only responsible for creating beautiful nail designs for your clients, but also for ensuring you can pay all your bills (including a reasonable salary for yourself).
Everything alright? Of course, after all, you're still with us!
"Once you've experienced burning passion, you can't do anything with lukewarm anymore."
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And now comes the "mother" of all nail design questions:
What is the most important prerequisite for satisfying your clients? A professional studio? Affordable prices? Environmentally friendly, vegan products? Only half the story. In my opinion, the most important skills a nail technician must possess are... Expertise.
Talent, enough capital to start a studio, etc., are of little use without expertise. If your clients aren't satisfied with your work, you've lost them. Only someone who has completed a proper nail design apprenticeship—someone who is knowledgeable in nail techniques, materials, hygiene, and design—is capable of creating a perfect product. Therefore, always work on your hard skills and continuously expand your knowledge in nail art, learn through extensive practical experience, and always be open to current trends and innovations.
Only when you truly understand the craft of nail design can you consider starting your own business, should that be your wish. If you're still somewhat unsure and would like to learn and deepen your skills through a truly excellent training program that specifically addresses your individual questions and needs, then this could be a good option for you. This course might be something for you.
And here's the answer to an important question: Yes, it's definitely possible to make a living from nail design with your own studio today. That was much more difficult 20 years ago. Beautiful fingernails are now part of the modern lifestyle, and the trend of women and men having their nails professionally cared for continues to grow.
One consequence of this is that the number of studios has exploded in recent years. In Germany, it is estimated that there are now around 60,000 foot and nail studios. The figures for Switzerland and Austria are not precisely recorded, but are likely to increase annually as well. To remain competitive at all times, it is all the more important to first establish a solid foundation. A good plan for taking the step into self-employment is therefore essential. And I will explain exactly how you can proceed in the following sections.
In short: In my opinion, a passion for nail design and good, professional training are the most important prerequisites for becoming a self-employed nail designer.
Opening a nail salon – from idea to concept
So, now that I've explained the requirements, you'll learn how to start your own nail salon and what you'll need. Before you begin, however, you should consider whether you want to start your own salon full-time or as a side business. Do you want to take a more gradual, safer approach without quitting your current job, or dive right in? The former is obviously unnecessary if you've already gained some experience doing nails part-time.
If you're not 100% sure yet, why not start your business part-time first? Ideally from home, where you can save on studio infrastructure costs. Plus, in most cases, you won't be subject to VAT. However, the VAT threshold varies across the DACH region (Germany, Austria, and Switzerland).
- Switzerland: from a turnover of CHF 100,000.—
- Germany, starting from a turnover of €22,000.—
- Austria, starting from a turnover of €25,000.—
In Germany, your secondary income must not exceed €520 per month (€6240 per year), otherwise you are liable for tax. The rules are different in Austria – you can find more information here: (https://www.arbeiterkammer.at/beratung/steuerundeinkommen/dazuverdienen/Zwei_oder_mehr_Arbeitsverhaeltnisse.htmlAs a secondary occupation, income of up to CHF 2400 per year is tax-free in Switzerland. However, it must be declared on the tax return. Up to CHF 2300, no AHV (Old-Age and Survivors' Insurance) contributions are required.
Furthermore, in Switzerland you must register in the commercial register if you are founding a GmbH (limited liability company) or AG (public limited company), or if you are a sole proprietor with a turnover exceeding CHF 100,000. It is somewhat more complex in Germany to open a business; you need the following:
- Register your business
- Registration in the commercial register
- Registration with the employers' liability insurance association
- Inform the tax office
The procedure in Austria is similar. Here are a few more links that will help you:
https://gewerbeanmeldung24.de/
https://www.ihk-muenchen.de/de/Service/Gr%C3%BCndung/
"Forms, forms – from cradle to grave, an entrepreneur writes forms."»
unknown
Whether it's a full-time job or a side hustle, you need an idea, a concept, for how you want to run your studio successfully. No, not a 10-page business plan, but a very simple idea: Imagine your nail salon is located in a place where, including the surrounding area, around 100 women regularly get their nails done. That means refills roughly every three weeks, and so on. The problem is, you're not the only one with a salon in this region; there are about 20 other nail salons in the immediate vicinity. How do you differentiate yourself from the others to attract enough customers? If you can answer this question, then you have an idea from which you can develop a concept. Unfortunately, even then, there's no guarantee that the concept will actually work.
But don't worry, it's not as complicated as it seems. In any case, you shouldn't try to reinvent the wheel. You can safely assume that not all of the 20 studios mentioned are top-notch. That's simply a fact and true in practically every industry, which brings us back to the prerequisites (hard skills). So, if you're technically superior to most others, that could be a key component of your concept. But that alone isn't enough, because your concept absolutely has to work. Therefore, you need additional measures to differentiate yourself from the others. In marketing, you often hear the saying: be different from the rest. Here are a few ideas on how you can stand out from your competitors:
- Pricing: Calculate carefully, but accurately. In nail design, price plays a crucial role. Aim for the best value for money. You don't necessarily have to be the cheapest provider on the market. Anyone who can target the average price in the region with good products (which don't necessarily come from China) and high-quality workmanship will definitely be competitive.
- Put the customer first. You're not just a nail technician, but also a consultant and a listener. Good professional advice (hard skills) and friendliness pay off.
- Structure your entire business presence thoroughly. From your corporate colors (corporate design) and logo to your website, everything must be harmonious. The brand recognition must be firmly anchored in the minds of your (potential) customers.
- Pay attention to hygiene in the studio. First impressions are crucial. You wouldn't believe how many clients automatically check the hygiene standards upon entering a studio. There are still many nail technicians who work without masks and gloves, let alone having ever heard of disinfecting their equipment. I also have a [link/reference] Video filmed.
- Use modern media. Showcase your work on Instagram, Facebook, or TikTok, but don't focus on too many channels, because you don't have time for intensive social media marketing.
I will discuss some of these points in more detail in the sections below.
Personally, I think the most important thing about a company's image is its appearance, and that has to suit the company itself. Or would you let a doctor treat you if their office was all painted dark brown or even black, and they were wearing a blood-red doctor's coat with a cigarette in their hand? You'd probably feel uncomfortable too if your hairdresser had their salon in a basement without any daylight, and you noticed their hand was trembling with the scissors. Although, there's nothing you can't find.
Add some flair and a touch of modernity to your studio's image. Studios with names like "Heidi's Nail Studio" or "Anna's Nail Factory" don't exactly sound sexy, do they? If you have a cool, modern first name, why not use it as part of your company name? Clarissa was a bit too long for me, so I opted for Claire. Claire beauty – later, after the company was incorporated, the "legal part" was added, and today it's called: claire beauty GmbH. I also decided to write the entire company name in lowercase. Another way to differentiate myself from the competition.
Important: In Switzerland, unless you are a "legal entity" (GmbH, AG, etc.), you are required to include at least your last name in your company name. In my case, for example, that would mean: claire beauty – Owner: Clarissa Lack.
In short: Your own nail design studio – whether full-time or as a side hustle, it doesn't matter as long as your business image and marketing harmonize with your services. Google knows the right websites that can guide you through the business setup process. https://www.fuer-gruender.de/
Location and competitors
In the real estate business, there's one guiding principle: location, location, location. The better the location of a property, the easier and more expensive it is to sell or rent.
But does this also apply to a newly established nail salon? The more centrally located and urban a salon is, the more (walk-in) customers it will have? Yes, probably, but the best location is useless if the salon rent isn't proportionate to the revenue generated. Furthermore, locations in cities, for example, also have the disadvantage of having little to no parking.
But there's a trick: Look for commercial premises on the outskirts of town, on a busy main road, or in an industrial park near the city. Rents in these locations are usually much cheaper, and there's often plenty of parking available. My company headquarters, for example, is in a commercial building in the industrial park of a village, yet it's practically on the edge of the nearest town. In the countryside, yet still within the city limits, in a catchment area of around 50,000 inhabitants, within a radius of about 10 km. Of course, I'm not the only one with a nail salon in this area. But thanks to the option of renting additional storage space in the building, I was able to expand my business without relocating. Studio, showroom, training rooms, storage, packing station – all the rooms are currently in close proximity, meaning in the same building.
Therefore, make sure your studio is easily accessible. Customers who first have to drive through heavy traffic and then are forced to park in a parking lot far away from the studio will gradually be lost.
Once you've found a good spot for your studio, take the time to ask other people for their opinions. Your sister, parents, girlfriend, or anyone else. They'll look at the whole situation from a different perspective. This way, you'll get important feedback. In most cases, it won't be 100% perfect anyway. Most studio locations have to make some compromises, but that's okay.
If you want to start your nail business from home, you'll have to make the best of the situation. Consider yourself lucky if you can start from home and the location is ideal. Working from home also has other significant advantages:
- No or very low rent
- No or only low additional costs (electricity, water, heating)
- Lower price structure – therefore less price competition
But there are also disadvantages. Especially if you initially only do nail design as a side job:
- Less revenue and earnings
- “Semi-professional” corporate image (lack of studio atmosphere or consistent corporate identity)
- Worse location (parking facilities, etc.)
- Reduced visibility (depending on location)
Now let's talk about your competitors. You can be absolutely certain that you won't be alone with your new nail salon. Especially in Germany, but also in Switzerland, there's a huge number of nail design providers on the market. What does that mean for you? It means you should keep an eye on your direct competitors so you can adapt or improve as needed. Thanks to the internet, this is incredibly easy these days. For example, enter the following search term into Google: "nail salon Aarau," or, if you want to be even more precise, "nail salon Aarau" in quotation marks. Of course, you replace "Aarau" with your own location. Google will then show you all your competitors. The first option displays all those active in the Aarau region. The quotation marks provide a more precise search, showing those operating in your exact location.
Take a look at the websites of your main competitors; you now know what to look for. Compare their prices, offers, products, and online presence. You can identify their strengths and weaknesses. What about their location? How cohesive is their overall corporate image? What prices do they offer? Where are their weaknesses? You'll immediately see where you have room for improvement or adjustments. Don't hesitate to make these changes. It's also worthwhile to visit some of your competitors' studios in person. You don't have to sign up as a client right away.
In short: Studio rent should never eat up all your profits (see also the section below: Pricing and Calculation), so more affordable locations in industrial areas on the outskirts of the city or on busy streets are preferable. Observe your competitors, compare prices and offers, adapt to changes, including through professional development, so you always stay one step ahead.
Business appearance
Besides your professional expertise, your company's image, and by that I primarily mean the appearance of your studio, is absolutely crucial. Customers looking for a (new) nail salon first ask their colleagues, but only then do they turn to Google. Therefore, in my opinion, a beautiful, harmonious web presence, i.e., an appealing website, is a must-have.
But let's take it one step at a time. Before you rush into printing or setting anything up, first consider which colors and fonts you want to use in your studio's visual identity. This also includes designing an attractive business card. Let's go through the individual aspects of your studio's visual identity, and I'll give you some tips and tricks on how to move forward most easily and effectively. Let's go!
Logo
First, you need a logo. The simplest option is to choose a specific typeface and design your own logo in a program you're familiar with, like Microsoft Word. The most expensive option, of course, is to hire a graphic design agency that handles the entire design process, from the initial concept to the final print. However, it's also possible to create a logo yourself. looka.com For example, you can design your own logo. Enter company details, choose a style, make corrections, etc. What's cool is that you can also see how the logo would look on merchandise (T-shirts, mugs). This service isn't free, but the cheapest option costs just over CHF 20, which is perfectly adequate to get started.
business card
There are always occasions when you'll be asked for your business address. A client might want to recommend you to a colleague, or you might meet new friends in your free time, and so on. If you can hand out your business card in these situations, you'll stay top of mind. Business cards are simply part of a professional image, but in the age of the internet, social media, and so on, they no longer hold the same significance as they did before the internet. So, have a few business cards printed, but don't try to "die beautiful." 250 business cards at vistaprint.ch You can get them for just a few francs, and they'll last longer than you think. On their website, you can even create your own design. Pay attention to the fonts and colors you choose. If you need an attractive image, check out the relevant image platforms, such as... pixabay.com um. Be aware that you can't just download and use any images from the internet. You always need the permission of the image owner. Pixabay, however, is a provider whose images you can use and download for free. Besides Pixabay, there are other providers as well; just Google "free images for websites".
website
An important part is your website. Here, too, there are various options, from a professional web agency to no website at all. However, I wouldn't recommend the latter. A website is essential for any company's online presence these days, and there are plenty of affordable solutions available. Here are a few suggestions:
Several providers have specialized in recent years in offering simple websites, mostly using a modular system. These include, for example:
- Ionos.de
- de.wix.com
- jimdo.com
- weebly.com
- shopify.com
The advantage of these modular systems is that they are quite affordable (with a subscription model) and usually very easy to use. Everything is hosted on the provider's servers, and support is generally included. Furthermore, these systems are designed so that various tools suitable for the website (e.g., an appointment booking system, payment systems, etc.) can be easily integrated.
If website design isn't your thing, try this alternative: Choose one of the providers mentioned above and then look for a web designer on fiverr.com to build and set everything up for you. These are usually students who want to earn some extra money on the side. You can find offers for around 100 Swiss francs, even from certified web designers. Also on fiverr.com www.freelancermap.ch You can find web designers who will create a website for you for a good price.
Studio setup
Without the right equipment, you can't do nails. But even here, you can "die in beauty," as the saying goes. What kind and how much equipment and setup you need depends on your starting point: full-time or part-time. Even if you only plan to do nail design as a side job initially, I strongly recommend not skimping on quality. I also think the furniture requirements are practically the same for both options. For health reasons alone (dust extraction system), I would therefore recommend buying a professional nail table. Of course, it doesn't have to be new and can be a bargain on a classifieds platform like eBay or similar. The chair for your clients also needs to be as comfortable as possible, since they sometimes have to sit in it for several hours.
This is what my studio currently looks like:
Opening your own nail salon – Studio Claire Beauty
Regarding studio setup and what you need to pay attention to, I have... I wrote a blog post here with tips and tricks for sourcing furniture and materials..
In short: A logo, website, and basic studio setup are essential for your new nail salon, and you should focus primarily on a harmonious color scheme and the right name. Sometimes less is more, and the right online suppliers and service providers can help you with that.
Calculation and pricing
Ready to launch! But wait, what should I actually charge for my work? A valid question that needs to be answered, or rather calculated, now. Nail design prices can't be calculated within a wide price range. If you're too expensive, your clients will go to the competition, and if you're too cheap, your business might not be profitable at all. Here's a basic calculation with average prices. This example is tailored to the Swiss market. If you want to know how it would work in your specific situation, follow the steps mentioned in the beginning. Take an average price assumption from your competitors (you can find this on their websites) and calculate the gross profit using the template below:
Example of a price calculation
Doesn't look too bad? Okay, but unfortunately those aren't all the deductions. Depending on your setup, there will be further deductions:
- Personnel costs, i.e. wages
- Rent for the business premises
- Additional costs (electricity, water, gas)
- Insurance
- Shopping, maintenance and repairs
- Office and administrative expenses (telephone, office supplies, etc.)
- Training and further education
- Advertising and Marketing
- Taxes
- various
These deductions aren't all mandatory in every case, and sometimes they're smaller or larger. For example, if you don't have any employees, you only need to factor in your own salary. If you work from your own home, the rent will likely be significantly lower than in rented commercial space. You can also influence other costs. Nevertheless, put together a rough calculation using all these points, and you'll have a clear picture of what it takes for your business to be profitable. By the way, in my book: The Big Nail Design School I have taken a closer look at this and many other topics.
Who is the best salesperson in a company? The best buyer! Because if the best price-performance ratio can be achieved during purchasing, then it is much easier for the salesperson to sell products and achieve a good margin.
If you want to calculate your profit margin, you can do so using this profit margin calculator:
https://gruenderplattform.de/ratgeber/kalkuliere-dein-geschaeft#kostenrechner
You can probably get your products quite cheaply on the usual Asian online marketplaces like AliExpress, but I wouldn't necessarily recommend that. Read through some beauty forums online and you'll be surprised how many customers have had problems because poor-quality Asian products suddenly caused allergies or even minor burns, etc. Instead, stick to tried-and-tested, high-quality products. These mainly come from the EU, are certainly more expensive than the Asian ones, but cause significantly fewer problems. Moreover, they comply with European cosmetic regulations and contain only strictly tested ingredients.
My tip:
If you want to save money on your overall purchase, buy liquid products (gels, polishes, primers, glosses, etc.) from certified European suppliers. As mentioned, they are a bit more expensive, but generally of above-average quality, which ultimately pays off in customer loyalty. You can find "hardware" (furniture, etc.) used and usually still in good condition on eBay, Ricardo, etc.
My products are mostly manufactured in Germany by certified producers and are, among other things, cruelty-free and vegan. Take a look if you'd like to buy something for yourself. I can especially recommend the... Starter sets recommend.
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In my courses, I often discover a natural talent or two. Beautiful, precise nail work that's truly impressive. Top quality is essential in the nail business, but equally important is speed. Remember, your business needs to be profitable. Therefore, to work efficiently, you need a good working speed so you can serve a certain number of clients each day.
For this to work, the appropriate preparations are necessary. Your equipment must be functional, ready (and of course, clean), and the processes in your studio must run smoothly. You can gradually develop the necessary speed through practice, or ideally, through advanced training.
Link: https://nails-factory.ch/produkt/nageldesign-perfektionstraining/
In short: Calculate your costs as accurately as possible and improve your efficiency and speed so you remain competitive at all times, because price plays a significant role in nail design. High-quality products and suppliers will save you from unpleasant confrontations with dissatisfied customers.
Marketing and advertising
Many studio owners believe that advertising as much and as widely as possible will attract the most customers. This is a misconception that usually costs a lot and yields little success. If your studio is in Zurich, you can save yourself the advertising in Valais, as it's about 250 km away, with several mountains and probably hundreds of competitors.
You should start your advertising in your immediate surroundings. Word-of-mouth advertising among colleagues, relatives, etc., has always been a proven method. However, that alone isn't enough, as a regularly operating nail salon needs around 100-120 clients. Always make sure that your advertising primarily targets clients from your local area. These days, nobody has the time or inclination to travel long distances.
Website / Internet
If someone is looking for a (new) nail salon, they usually start their search online. Using the search term "nail salon" combined with the location, they're sure to find something. Therefore, it's important for you to register your website with Google as a business so that Google knows: "Aha, someone is looking for a nail salon in Bern – the following salons are registered with us..."
You can register with Google, which is free by the way, via the following link:
https://support.google.com/accounts/answer/27441?hl=de,%20_blank
If you have registered your website correctly, then it will look something like this when someone is looking for a nail salon.
Have you ever heard of SEO? No? That's okay. SEO stands for Search Engine Optimization and basically means optimizing your website so that you can find people through search terms, such as... Nail salon in the Bern region Being found means your website ranks highly in Google search results, in addition to the business listing you've already created. This significantly increases your chances of attracting new customers.
You probably don't have much time for SEO, as you're busy enough with the rest of your business setup. Nevertheless, good basic SEO for your website will be very beneficial. Therefore, I recommend again hiring a specialist from the Fiverr network (see above, Business Presence – Website). They do this daily and at good prices. Perhaps the person who builds your website also understands SEO. That's often the case.
Social networks
Social media is essential these days, or is it? Just like a business card, a presence on several social networks is a fundamental part of any marketing strategy. The only question is, which social media platforms do you need, and how much? My recommendation here is clear: less is more. And if you do choose to use them, think carefully about how you want to utilize each channel. Here's an example of my own social media presence, using Instagram, YouTube, and email marketing.
On Instagram, I showcase my work and my studio. I share new nail designs from my clients, new materials, promotions, and glimpses into my daily work life. For me, the advantage of this platform is its speed and ease of use. Take photos, add text, upload, and you're done. Furthermore, assuming you have a tablet, you can also show your work to your clients in the studio via Instagram, helping them decide which design to choose.
YouTube is primarily my information channel for more detailed explanations and clarifications for my clients. Teasers and free training videos are also hosted there.
My email marketing primarily focuses on newsletters, promotions, and new product announcements. I recommend gradually building an email list with your customers so you can regularly inform them about information, promotions, new products, etc. Email remains one of the most efficient marketing channels.
Of course, the boundaries between social media platforms aren't always clear-cut. I might present a new product with pictures on Instagram, then create an explanatory video on YouTube, and subsequently send my regular customers a promotional email. The important thing is to focus on two or three channels and regularly provide them with content. If you're a bit younger and your customers are too, and therefore more active on TikTok, then by all means, give it a try. What I believe is a bad idea and doesn't work is trying to be everywhere at once. Using a social media platform effectively and successfully requires effort and time – time that also comes from your free time.
Nevertheless, your presence on social media is essential, as your studio always needs a certain level of advertising activity. You can achieve this through your most important channels: word of mouth, social media, and email. And as I mentioned above, you need around 100 to 120 clients for your studio to thrive. Acquiring new clients is therefore an ongoing task, because even the best nail salon has to expect a certain level of client turnover.
In short: Marketing and advertising are essential for your business and help you increase brand awareness, which ultimately generates more revenue. Advertise effectively and don't get lost (or your money) in the overwhelming number of advertising channels.
Readjust and learn from it
Your studio is starting to take off, more and more clients are coming to you, and you've already successfully sent out your first newsletters and Instagram pictures. Well done!
Don't let up now, because when it comes to setting up a studio, there's no one-size-fits-all solution that guarantees everything will go perfectly. You should pause every now and then and ask yourself the following questions:
- How are the processes in my company? Where is there still potential for improvement?
- Are my prices still correct? Too high/too low? What about the profit margin?
- How satisfied are my customers? What is the customer turnover rate?
- What else could I offer my customers? Are there any new trends on the market?
- How are my skills? Are further training and development courses recommended?
- How am I positioned in terms of marketing? Do I perhaps need additional or different marketing channels?
Of course, these are just a few questions to help you assess your current situation. Perhaps you can answer all of them with "check" and are on the right track. Or perhaps other questions are more relevant to you, ones not listed above. Regardless, the important thing is that you take care of how your business, and therefore you, are currently doing.
If you're passionate about nail design, then open your own business. Get started and enjoy being a self-employed entrepreneur. You'll learn the most through day-to-day work and interaction with your clients. So, let's go!
