Ask the Experts: I want to open a second salon. What should I consider when choosing a location?

The location itself will be largely predetermined by a few essentials: the amount of funding you have, the size of the salon you want, local competition and any regulations for building and renovating property space. The first thing to take into account would be where the first site is situated. I find that the most effective way to create solid brand awareness is by opening outlets in close proximity to each other. When investigating locations, refer back to the start of your business plan and remind yourself of your target market. You need to make sure the location you decide on reflects this. For example, if your product is set at a premium price, your salon will need to be located in an affluent area. Another thing to consider is whether it would be best to be close to where your potential clients work or near their homes?

Most salons draw their customers from within a five-mile radius, so speak with local businesses and listen to their thoughts on local and passing trade. Doing your market research here is absolutely vital to ensure that the right location is selected.

Ian Fuhr is chief executive of the Sorbet group, which operates 143 salons in South Africa and two in London. He founded the company in 2005 and his book, Get That Feeling, was published in 2014.