A business savvy decision to expand

Many thought the famed Jesi Mendez would never get into franchising, but demand did build up over the years and he could no longer ignore the public’s call for better, professional salon services.

"By franchising, we will be a vehicle to help professionalize the salon industry and raise the level of salon service standards by sharing our business concepts and success formula to others," said Mendez, chief executive officer of the newly organized Jesi Mendez Franchising Inc.

Mendez is recognized as the country’s pioneering beauty authority, logging in over 30 years in salon services. He earned his spurs in the 1970s as the "bridal make-up expert" and became the preferred hair and make-up artist of Manila’s creme de la creme including debutantes, fashion models and showbiz celebrities.

The rise of the malls in the 1990s allowed Mendez to build a chain of seven salons in response to the demand of loyal customers who wanted a Jesi Mendez branch near them. The move expanded the outfit’s traditionally high-end clientele to include young urban professionals, stylish college students and the emerging metrosexuals who frequented the malls. His staff of five (from the first salon) subsequently grew to 198.

"Salons have mushroomed all over in the last few years in almost every corner of the metropolis. But only a few stand out and discriminating clients from class A to C know by heart which salons are really outstanding. Jesi Mendez Salon, for example, was not an overnight success. We have been in the industry for three decades now. And we have continuously upgraded and innovated, setting trends for others to follow," said Mendez.

Jesi Mendez Salon differentiates itself through its strong technical and creative team of hairdressers trained locally and abroad. Some team members have won prestigious awards in Loreal Color, Wella and Hair Asia competitions. Mendez himself is an award-winning artist with a Vidal Sassoon International Achievement Award and a Hair Asia Lifetime Achievement Award in his cache.

"In addition, each client is given VIP (very important person) treatment. The salon staffers are trained to give strictly personalized service. We do not subscribe to the ‘mass production’ approach you often find in other salons. We offer the customer a free drink and pamper him or her with a back massage while he or she is waiting for his or her turn for a haircut, hair treatment or other service," Mendez said.

The franchise package requires an initial investment of P3 million to P4 million, inclusive of the P700,000 franchise fee. The package allows the use of the Jesi Mendez trademark and corporate logo, a complete operations manual, training of salon management and operations staff, marketing and promotional assistance, site selection and evaluation, store design and construction and pre-opening assistance.

The initial term of the franchise agreement is five years, renewable to two additional five-year terms. Depending on the location and management skill of the franchisee, payback is expected in about two years.

A salon requires an average area of 75 square meters and may be located in a mall or be free-standing. It will need at least 12 personnel. Franchisees are assured of continuing skill upgrades with training courses and seminars to be handled by the Jesi Mendez Training Institute. Continuing business development and operations support is given for a royalty fee of seven percent of gross sales.

"We expect business to be good for our franchisees. Our modest forecast is we will have at least five franchise salons by the end of 2005, all within Metro Manila. We plan to go nationwide in 2006," Mendez said.

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Jesi Mendez Franchising, Inc.

Unit 701 Mega Plaza Building,

ADB Avenue corner Garnet Road,

Ortigas Center, Pasig City

687 5263

0917 538 0474

www.jesifranchise.com