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30 June 2016 | beautystorebusiness.com beGlammed Owner: Maile Pacheco Instagram: @beGlammedNow Website: beglammed.com One of the hottest trends in mobile beauty is the all-in-one beauty team. One of the leaders in this business is beGlammed, which offers the perks of a day at the salon, without forcing clients to book multiple appointments, or worse, requir- ing them to drive to several locations to get a complete look. Best of all, booking is quick and easy with the convenient app. Founded in 2014 by former MAC Cosmet- ics professional Maile Pacheco, beGlammed has quickly become the leading on-demand, luxury beauty platform connecting clients with professional stylists. THE IDEA In her role as artist relations market specialist for MAC Cosmetics, Pacheco was able to cultivate a network of styl- ists and beauty lovers who would ulti- mately drive her own business. "Before beGlammed, I frequently connected my stylist friends with new clients," Pacheco says. "Then, a friend and I were at dinner, and she expressed how frus- trated she was with the process of hiring freelance hairstylists and makeup artists willing to come to her and at a fair price. I had just started using Uber, and I real- ized that its convenience of booking with ease and cashless transactions would elevate the hair and makeup freelance industry, and seamlessly connect clients needing these professional services. It was my 'Aha' moment." The foundation of the business idea came down to flexibility. "Mobile [busi- ness] offers more flexibility to service more customers. Having worked in retail for many years with MAC Cosmetics, the number of clients you can service at any given time in a typical brick-and-mortar [location] is capped based on territory, space and the number of employees working at that time," she says. THE TWIST When you contact beGlammed, you're actually reaching a vast network of pro- fessionals. For customers, this unique feature translates into customizability. Customers can design their own salon experience—or better yet, ditch the salon and pick their own location. "Going mobile has allowed us to tap into new markets of varying demograph- ics," Pacheco says. "Our mobility allows us to tailor our services to meet the needs of each client in different regions, keeping us relevant and on-trend. For example, a Mid- west mom might want to beGlammed for different reasons than a California mom." Not only does this result in a happy customer, but in smarter business too. "Being mobile helps us track both num- bers and the motivation of our varying client base," she says. "This informs both how we market to different cus- tomers and what services we provide. We are currently recruiting for other exciting emerging markets, [something] that would not be possible if we were a typical brick-and-mortar business." BENEFITS Cut your overhead costs. "Overhead costs are another benefit to taking your business on-the-go," Pacheco says. "Fewer space requirements, cost of rent and fewer full-time staff allow a mobile-based company to truly put its customer first." Develop where it counts. With lim- ited overhead costs, beGlammed was able to focus on fine-tuning the technology for ultimate customer satisfaction, which would ultimately determine its success. "We pride ourselves on a customer-first approach at beGlammed, and we were able to achieve this both in our product devel- opment—putting more money toward tech development in the early stages of growth—and in making customer service a focal point of our business." Convenience is key. "Clients love the convenience of booking a stylist with just a few taps in the app. It may be the mobile aspect that draws clients in, but it's the overall experience that keeps them coming back. Our biggest brand identifier is how we leave each customer feeling—special, taken care of and lov- ing our services. These distinctions set us apart from our competitors." Add a personal touch. "Many of the stylists we work with build strong relationships with their clients, making the overall experience very personal for the client. A personal connection is at the core of the beGlammed business model. Many clients can request their favorite stylist; and sometimes, we'll play matchmaker once we know the client's preferences and personality." CHALLENGES Building trust. It can be tough to buck tradition—for both the stylist going freelance and the customer selecting a new beauty experience. "Sometimes, stylists need our support in reinventing how they do business, typically out of a salon," Pacheco says. This requires beGlammed to take time to build trust with local stylists and to help them see the advantages of working as a free- lancer, and to include training, so that they can be successful and satisfied before launching in a new market." "Our mobility allows us to tailor our services to the needs of each client in different regions, keeping us relevant and on-trend." – Maile Pacheco, Founder, beGlammed EXPERT TIP: beGlammed has proven that mobile businesses must stick together. In fact, Pacheco says it can boost marketing efforts. "To drive more awareness, we've partnered with other professional, lifestyle and on-demand brands, such as Uber, Expedia and Drizly, on events and promotional campaigns, as well as many hotels around the country." Embrace the competition, and leverage the technology others are developing. For Maile Pacheco, owner of beGlammed, her daily must-haves for running a mobile business are none other than digital apps. "Project-management platforms, such as Basecamp and Workbase; and communication channels, such as Skype, keep us all connected and constantly in-the-know with each of our busy schedules." Take a look at her favorite platforms, and what they do to keep businesses thriving. Businesses can keep track of to-do lists, schedules, reports and even instant messages with clients and employees using this do-it-all work-management program. Users can even program it to shut off notifications after hours—a stress-saver for mobile businesses that are seemingly never off the clock. Boasting a quick and easy method of managing employees and getting busi- nesses organized, Workbase is another communication platform that allows businesses to schedule and track team tasks, share notes, and keep a business of on-the-go employees on track and on the same page. Most people are familiar with the popular Microsoft- owned video-chat app, Skype, but not all businesses enlist it as a tool for daily communication. Mobile businesses, such as beGlammed, which employs freelance stylists all over the map, are made more efficient by apps like Skype, which allow for quick meetings, face-to-face connections and constant communication. PACHECO'S MUST-HAVES Maile Pacheco Images courtesy of beGlammed