How to Write an Esthetician Business Plan in 2023

Whether you're looking to expand your esthetician services, open a new location, or gain an edge over your local competitors, having a detailed esthetician business plan is crucial.

What You Will Learn

We'll go over what you need to do to create a business plan, as well as some tips to help you get started. We've also prepared a free esthetician business plan template to help you.

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  1. What is an Esthetician Business Plan?
  2. Key Elements of a Good Esthetician Business Plan
  3. How Do You Start Your Esthetician Business Plan?
  4. Sample Esthetician Business Plan Pdf

What is an Esthetician Business Plan?


The plan is a document that outlines the financial, management and marketing aspects of running an esthetician. This includes things like your financing and start-up costs, as well as market research and competitive strategies for growing your business.

You'll want to include an executive summary of the plan itself (more details later), a description of your business, a clear roadmap of how you plan to promote and develop your products and services, and a description of your target market.

You should also include a plan for supporting your estheticians, including your staffing needs and any training or support they will receive.

Market research is essential when creating a business plan for an esthetician or building a luxury day esthetician. When writing your business plan, consider not only your esthetician mission statement and vision but also include clear business goals, marketing strategy, a sample budget, a cash flow statement, and information about current industry trends.

You can review this plan regularly, adjust as needed, and use as a guide to help manage your esthetician, make informed business decisions, and ensure you reach your goals for success.

Key Elements of a Good Esthetician Business Plan


If you're wondering how to write a business plan for your esthetician or spa business, you're not alone. Much depends on the business's size and location, but they have some elements in common.

They always give an overview, describing your target market and services. They also provide information such as your projected sales and break-even point, plus your marketing strategy for attracting new clients, anticipated esthetician expenses, and overall financial plan.

For new estheticians, you'll want to list any start-up costs and explain how you'll obtain financing. If you are running an existing luxury esthetician buisness, the content of the business plan should show some financial highlights, such as whether you are meeting your goals and your future goals.

Now, let's take a closer look at it all.

How Do You Start Your Esthetician Business Plan?


Whether you're dealing with potential investors or just planning the next round of equipment purchases and technician training, your esthetician business plan will come in handy.

It gives you a clear picture of the finances and structure of your business, keeps you focused on long-term goals and allows you to keep your mission statement in mind as you review your decisions.

Some key steps you should take are.

  • Gather information. Check out other estheticians and businesses in your area, research new treatments and esthetician equipment, and decide on your target market (or how to expand into a new market).

  • Understand the roadblocks. Sit down and list things that may affect your business in terms of cash flow, start-up costs or time and training. Make sure to include these in your budget and financing plan.

  • Set clear, quantifiable goals. Start by conducting a market analysis to determine the break-even point for each service, and set your goals based on those profits and expenses.

    Pro tip: Esthetician management software can help you track your team's performance and progress toward these goals (and more).

  • Find your niche: What makes your esthetician unique, especially among all the other businesses? If you can offer unique selling points that appeal to certain clients (such as anti-aging treatments, facials or sports massage), then come up with a marketing plan to reach those clients.

  • Save time with free templates. There are tons of esthetician business plan examples and free templates online, and using these templates has its benefits. You can save a lot of time (and stress) by simply tweaking a pre-made business plan template instead of creating an entirely new business plan from scratch.

  • Consult a professional. This is as true for someone creating a business plan for a large esthetician business as it is for someone running a small, comfortable solo esthetician business. The more professional everything looks, the better.

    Hiring a consultant to go over the plan outline, financial highlights and even help you write your mission statement and marketing plan can make a big difference, especially if you plan to use it to secure funding and attract potential investors.

Key elements of a good esthetician business plan
Key Elements of a Good Esthetician Business Plan

Here are some examples of what you'll want to include in your esthetician's business plan.

Cover Page

This is where you will make your first impression on potential investors and others who will help manage or operate your esthetician. Make sure it has.

Table of Contents

Every business plan should be organized, and your table of contents will help with this. Break everything down clearly into sections to make it easier to find.

Executive Summary

First impressions are critical, especially when you are trying to get funding. A clear and concise executive summary will go a long way. Be sure to include.

  • Your esthetician's mission statement (this should outline your goals as a business and your plan to achieve them).
  • Your vision statement (this is where you want your esthetician business to be in the future, even years down the road).
  • Business Overview (outline the concept of your esthetician salon - for example, is it a chic solo esthetician buisness, a medical esthetician focused on specialized treatments, or a combination of different elements? (Then, briefly describe what is planned.)
  • Critical Success Factors (What do you need to launch your esthetician business and keep it going strong?)

Business Description

Briefly describe your business and services. Be sure to include.

  • Details about your location
  • Current treatments offered (and any new treatments you hope to offer your clients)
  • Staffing details (such as the number of technicians and support staff)
  • A breakdown of your market research and competition (including how you differ from these estheticians or businesses)

Target Market

Explain who your target customers are and why. Think about it.

  • Which demographics each service appeals to
  • Do these people live, study or work nearby
  • Why you chose them (estheticians often base future decisions such as technician training, product sales, equipment and décor on their client base)
  • What the average client wants/needs (and how you can help them)
  • How are you different from other estheticians in the area?

Consider conducting a SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) of your esthetician business to better understand all of this as you write your plan.

Competitive Analysis

Understand the market you are about to enter and how you can succeed in it.

  • Who are your competitors?
  • Where are their spa and salons located? Are they in the neighborhood?
  • What services do you have in common?
  • How are you different?
  • How do your costs and prices compare?
  • Will you compete for the same client base?
  • How will you attract new customers and keep them coming?

Management Plan

Your esthetician management plan explains exactly how everything will work, including.

  • Management structure (this can be more basic if you're only running a small med esthetician salon, or more complex if it's a large multi-location chain).
  • Management strategy (including important goals, metrics to be met and projections for future success and how you will achieve them)
  • Senior staffing needs (how many people you need and their roles)

Products and Services

This information will help potential investors (and executives) understand your esthetician business sales and revenues, as well as projected expenses and profit margins. Please be sure to include it.

  • All products you will use on clients during treatment
  • Your retail products
  • Each service you offer

It's a good idea to detail here the prices for each item on the list, as well as their costs and profit margins.

Do not miss our post on esthetician business cards.

Marketing Plan

How will you reach new clients and expand your client base? What is your advertising plan, including costs? This can be a general outline, but make sure you've done some research behind the scenes and have a solid plan in place.

Include the following.

  • Your esthetician's marketing strategy (how you will reach new clients)
  • Any sales and promotion plans (how you will drive sales and retain/reward clients)
  • Your advertising strategy (this can include your low-cost and no-cost methods, such as newsletters or social media, as well as paid advertising for your esthetician business)
  • Define your brand and its image

Sales Plan

This applies to the treatments you offer and the products you sell, including.

  • How you intend to introduce and market these products
  • Why these services/products will benefit and attract clients
  • Your sales goals and targets
  • Your expected revenue from esthetician services and retail
  • Cost estimates and financing plans for staff training or equipment purchases
How do you start your esthetician business plan?
How Do You Start Your Esthetician Business Plan?

Financial Plan

This will explain your esthetician business start-up costs and your plan to begin making a profit as soon as possible, or the costs and funding needed for any expansion/improvements, as well as the projected profit. Make sure you have included:

  • Financial statements (especially your income statement)
  • Your assumptions (projected costs and the funds needed to cover them)
  • Projected profits and losses, and what your break-even point is
  • Your esthetician business balance sheet (also known as "book value", which explains the actual value of the existing business)
  • A breakdown of all amounts owed, including loans and debts

It's a good idea to have a professional look at these numbers before making a final plan. They can double-check for discrepancies and provide useful advice.

We recommend you to check out our post on esthetitian logo.

Operations Plan

This plan outlines how your esthetician will operate, including.

Primary Location

A breakdown of the management structure.

Additional Information

You should add any additional information here that you feel would be important to potential investors or management. For example.

  • Other Documents
  • Policies and Statements

If you need to mention these in the main part of the plan, you can put these documents in the appendix at the end.

Do not miss our post on esthetician equipment list.

Sample Esthetician Business Plan Pdf


We know that creating a business plan for your esthetician business can take up a lot of time, and hiring a professional to write the entire plan can be expensive. We have tried to help you by creating a free template that you can use and modify as needed.

Opening a new esthetician business or running an existing one takes a lot of time and effort, but having a plan can make it easier. A business plan provides a roadmap for you and your team to check your progress, brainstorm ideas, and make decisions along the way.

Creating your esthetician business plan doesn't have to be stressful. With the right planning, it can be a rewarding process that helps you set new goals and determine the best strategy for achieving them.

Your free esthetician business plan template will look like this.

Esthetician business plan template
Esthetician Business Plan Template


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