We’re excited to introduce you to the always interesting and insightful Yvon Doan. We hope you’ll enjoy our conversation with Yvon below.
Alright, Yvon thanks for taking the time to share your stories and insights with us today. Folks often look at a successful business and imagine it was an overnight success, but from what we’ve seen this is often far from the truth. We’d love to hear your scaling up story – walk us through how you grew over time – what were some of the big things you had to do to grow and what was that scaling up journey like?
How I Became Fully Booked Within 3 Months of Starting My Journey as a Lip Blush PMU Artist and Scaled to Where I Am Today, 3 Years Later:
1) Identifying the Opportunity:
As a broke and bored graduate student, I decided to enroll in a Lip Blush Training Course. Behind this seemingly impulsive decision, there were underlying business strategies that guided my Permanent Makeup (PMU) Venture.
2) Market Research and Knowledge:
To gain a deep understanding of the market I was about to enter, I began my research and gathered data on everything I could find about Permanent Makeup. I analyzed the Beauty and Permanent Makeup Industry in both Northern California (specifically the Bay Area) and Southern California, where new trends typically emerge in Southern California and gradually make their way up to Northern California. Recognizing that Lip Blushing was still relatively new in the Bay Area, I jumped on the opportunity and began creating my business plan to outline my journey from PMU Artist to Trainer, Vendor, and Coach.
3) Business Sales and Marketing Strategies:
As the popularity of Lip Blushing increased in the Bay Area, there was a growing need for Lip Blush Trainers. To meet this demand before it spiked, I dedicated myself to working harder, taking on more clients, and gaining knowledge from every experience. My goal was to establish myself as the go-to PMU Trainer as the trend of Lip Blush Artistry began to thrive. With Lip Blush training becoming less scarce, I now set my insights on the next part of my grand vision plan – Permanent Makeup and Business Coaching, as well as continuing to grow my own eCommerce PMU Product Line.
Over the past three years, I have adapted and evolved to meet the ever-changing demands of the PMU market with unwavering passion, dedication, and adaptability. Embracing change has now become the foundation of my vision, as I strive to make a lasting impact in the world of Permanent Makeup Artistry and Education. My dedication lies in serving as a source of inspiration for aspiring artists and ambitious entrepreneurs in the years to come.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I believe one of my strongest qualities which attracts me to my target audience is that my ethical business practices have always been shown as a priority that is reflected throughout my career. I always told myself that I would never lose my values and beliefs as a business owner, and I still operate by those same morals to this day. Before becoming a respected Permanent Makeup Educator, I made sure to encounter every conceivable Lip Case, leaving no question unanswered. I was determined to equip myself with the knowledge and expertise needed to confidently teach every technique and address any questions my future students may have. As a Lip Blush Trainer & PMU Coach, my mission is to provide comprehensive education and guidance to my students, empowering them with the skills and expertise needed to succeed.
My Key Advice: Always Stay Ethical and True To Your Values
There may be times when things get extremely challenging – sales decline, leads fail to generate, or profits decrease. During these moments, it’s understandable to feel stressed, discouraged, or even doubt your abilities. However, it’s critical not to give up, operate unethically, or abandon your vision. Your Brand Identity and Core Values are what make you unique and sets you apart from your competitors. No matter what life throws at you, always strive to stay consistent, strategize, and persevere. Never lose sight of your “why” because remembering your purpose is how you can pull yourself out of that dark spiral and build the successful business you envisioned based on your beliefs and on your own terms. Building a business from scratch is undoubtedly challenging. However, if you remain committed to your path and approach your goals with passion, determination, and driven patience, I genuinely believe that anyone can achieve their dreams and become a successful Permanent Makeup Artist.
We’d love to hear the story of how you built up your social media audience?
When I began my PMU career as a Lip Blush Artist, I dedicated myself tirelessly to my craft. I worked long hours, often stretching from 12 to 14 hours per day. This involved spending 8 to 10 hours working on clients or practicing my technique, and an additional 2 to 4 hours focused on content creation, social media marketing, and developing effective business & sales strategies. I posted 5 to 6 days of the week for almost two years non-stop. Most importantly, I made sure to never stop engaging with my audience and sharing my personal journey through business growth.
Advice #1: Stay Consistent and Develop Strategies
Consistency is a pivotal component of content marketing and social media exposure. Whether you’re a newly established artist trying to build your clientele or an experienced artist seeking to scale, generating leads for brand awareness and traffic to your business through social media is always necessary. To turn prospects into leads, you must remind them of who you are, what you do, who you serve, where to find you, and how to contact you. While it’s a well-known fact that staying consistent can be a challenge, it’s crucial to power through and show up for your audience. Merely posting content randomly without having an intentional strategy is not sufficient to maintain a sustainable business growth. Utilize social networking and modern technology to your advantage by creating a social media and content marketing strategy. Having a strategy will not only make your ROI (Return on Investment) tracking more accurate, but it will also make creating consistent content more enjoyable and generating ideas more easily.
Advice #2: Build Your Community Tribe
If you are new to the PMU industry, one of the first things you should do is establish connections with other artists. Building these relationships will not only boost your visibility and recognition on social media, but also create opportunities for collaborations, referrals, and the growth of your brand reputation. It’s important to shift your mindset from viewing fellow artists as competitors to seeing them as a support system. As you progress in your career, having a community to rely on for support, guidance, and inspiration will be invaluable. When someone asks for help, make an effort to provide your support to the best of your abilities. This will create positive networking opportunities for your business and lead to word-of-mouth referrals. Additionally, it will lay a foundation for receiving assistance when you need support for your own business in the future.
Any advice for growing your clientele? What’s been most effective for you?
Avoiding The Shiny Object Syndrome. If you are ready to scale and take your business to the next level, that’s great news. However, it’s critical to conduct thorough research, monitor your analytics, and validate your strategy. Before jumping on the latest trend, ensure that you will be in an optimal position for expansion. Take the time to analyze the market trend and confirm that it aligns with your long-term objectives. In today’s fast-paced world, where trends change in the blink of an eye, it takes courage, determination, and strategic vision to succeed as an entrepreneur. My personal venture into the realm of Permanent Makeup (PMU) exemplifies how a well-planned business strategy can transform a seemingly impulsive decision into a thriving and successful career.
Tip #1. Invest in Proper Business and Marketing Education
Attaining proper business and marketing knowledge is vital to ensuring that you approach your business as a full-time profession rather than just a side hustle. If your business serves as your primary source of income, then it’s time to envision it as a full-time commitment. The first and most important thing is having a solid understanding of your business operations. This means tracking and analyzing what’s working and what’s not. Developing effective sales, marketing, and content strategies is crucial if you want to optimize and grow your business. By understanding all aspects of your business and strategizing accordingly, you’ll be able to make informed decisions that drive consistent business growth.
Tip #2. Always Nurture Your Community
As your business expands and develops, it is essential to never forget the importance of nurturing your existing community. It’s important to acknowledge and express gratitude towards those who have supported you from the beginning. Remember that your clients are not just numbers or sales figures in your records. They are valuable, long-term relationships that deserve your nurturing and attention. Take the time to genuinely connect with your clients, regardless of how long it has been since their last visit. Reach out to them to inquire about their well-being, without always focusing on making a sale or sending a reminder. Establishing and maintaining strong, lasting relationships is fundamental to the success and growth of your business.
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