Business plan for a tattoo parlor with calculations - how to open a tattoo parlor

• Tattoo salon: nuances and features of business
• Portrait of a tattoo parlor client
• Where to start and how to open a tattoo parlor
• Documentation and business registration
• Do you need a license to open a tattoo parlor?
• Selecting a room
• Necessary equipment for a tattoo parlor
• Tattoo parlor interior
• Recruitment
• How much money do you need to open?
• How much does a tattoo cost - pricing of services
• How to promote a business
• Conclusion

If you decide to open your own business in the tattoo niche, then you cannot do without a competent business plan. After all, the times when tattoos were done at home in unsanitary conditions are long gone. To get your place in the sun in this area, you need to comply with modern trends and stand out from your competitors. We will discuss in the article below how to open your own tattoo parlor, how much money you need to open and what features of the business.

Tattoo salon: nuances and features of business

• The art of painting images on the body has existed for many centuries. People have always loved to decorate themselves with tattoos. The popularity of tattoos is either gaining momentum or declining. But there is always a stable demand for this service. Nowadays tattoos are again experiencing a peak in popularity, and this is another reason to open your own salon.
• The tattooing process itself involves the penetration of a needle into the skin and the introduction of pigment. And this can affect the client’s health and even cause irreparable harm if the master makes a mistake. As a result, the salon may be closed or fined. Therefore, it is important to maintain sterility and disinfection. Also find out in advance about the client’s health status, the presence of any allergies and other nuances.
• The success of a business directly depends on the skill of the tattoo artist. Tattoo parlors are most often opened by tattoo artists themselves and work with their client base or build it from scratch. In the second case, getting to zero will take longer, because the master is new and does not have a recognizable name. If you are not a tattoo artist, but want to open your own salon, you will need to be scrupulous in choosing a tattoo artist (or artists) for your business.
• A talented tattoo artist with a recognizable name can significantly increase the price tag for his services compared to his competitors. With the same costs and effort, you can make a profit much more than other craftsmen in the city. In this niche, clients are willing to pay more for confidence in the quality of work and results.
• Since tattooing is directly related to human health, the relevant supervisory authorities will closely monitor your work and check you periodically. The legislation does not have clear requirements for the operation of such salons, and control authorities can use this for their own purposes. If, in addition to applying tattoos, you will be removing them, you will need to obtain a license. The same goes for permanent makeup.
• Such a business rarely becomes a network. To open several salons, you need skilled craftsmen, and they are not so easy to find, especially in small towns.
• In addition to working as a tattoo artist, you can also study this art. There are always enough people who want to become tattoo artists, but there are no places where you can learn it. If you organize the learning process correctly, it will bring good profits.

Project Summary

A business plan for a tattoo parlor includes several sections. Each of them is dedicated to one of the key aspects of the project’s functioning. The resume opens the business plan and briefly summarizes all the data, which is then presented in detail in the appropriate order. A laconic and meaningful resume will help create a positive impression of the project. It is important for future investors and business partners to get an impression of:

• demand for tattoo studio services in a particular city or area;
• the number of potential clients and ideas for attracting them;
• Buy a business plan for a tattoo parlor,
  unique services and competitiveness of the studio;
• the amount of investment for development;
• income and business payback.

For clarity, the information can be presented in the form of a presentation.

Portrait of a tattoo parlor client

Clients of tattoo parlors are no longer exclusively representatives of informal groups and prison inmates. In the modern world, absolutely all segments of the population get tattoos. This is a way of self-expression, and not a display of belonging to some group.

The bulk of clients are people aged 19-45 years . This can be found out by analyzing groups and profiles on social networks on this topic. At the same time, older people can also be your clients, but do not use social networks. The number of women and men among clients is approximately the same.

It is also worth separating regular customers from those who use the service only once or twice. The former can order quite complex, voluminous work and do not depend on seasonality. The latter, as a rule, make small tattoos and the demand for them increases by summer.

The sign must be bright, attractive and unambiguous

Market analysis

Over the past 10 years, the market for medical services, including tattoo parlors, has seen a trend towards increasing demand and supply. These two factors determine the entry of new competitors into the market and minor price fluctuations associated specifically with the competitive environment.

If we consider the market for the services of tattoo parlors only, then it should be noted that the services of permanent tattooing and tattooing are in greatest demand. The first accounts for about 30-35%, the second – almost 50%. The lowest demand is for temporary tattoos. They occupy no more than 5% of the total market share.

Thus, we can conclude that the greatest emphasis should be placed on providing the most popular services - permanent tattooing and permanent tattoos.

It is imperative to take into account the fact that the services of a tattoo parlor are quite specific. Therefore, there are not many such places. The difficulty is that almost all of them have their own client base.

Sometimes body art, piercing, and Afro braiding are added to the basic services. Why? The answer is simple. These services are used mainly by the same circle of people. This is largely due to culture and typical appearance.

Tattoo artists often conduct training workshops in tattoo parlors. This additional source of income helps to stay afloat.

In general, people who are closely familiar with this area should open a tattoo parlor. Usually tattoo artists do this themselves.

When drawing a portrait of a potential buyer, you need to evaluate each service separately. Thus, permanent tattooing is usually used by women aged 20-45 years. They, as a rule, take care of themselves and like to look beautiful and impressive. It is also worth noting that the level of income is usually average or above average. Just today this service is very popular in Russia.

If we talk about tattoos, it is worth understanding that today times have changed, women and men get tattoos on themselves, and these are not only stars, athletes or crime bosses. Many boys and girls use this service because it is beautiful and fashionable. It also helps in self-expression. Tattoos in the form of hieroglyphs, inscriptions, and symbols are especially popular.

Clients pay the greatest attention to the quality of the master’s work and his experience. Many people come to such salons because of word of mouth.

The main competitors will be famous tattoo parlors in the city. Usually these are small establishments with masters who have an extensive client base and fame. Even stronger competitors will be “unofficials” working from home. As a rule, they influence their clients and their close circle of friends. They use advertising infrequently and on a small scale.

Where to start and how to open a tattoo parlor

As in any business, opening your own tattoo parlor should start with studying the market. Check out what competitors in your city are offering. After this, you can begin to draw up a business plan for the project.

If you are a tattoo artist, then it will be easier for you to draw up a detailed plan indicating all possible cost items. After all, you know which tools are best to use in your work, what consumables are needed and much more. Otherwise, you will have to carefully study this issue yourself or use the services of a specialist.

One of the main and most difficult stages in starting this business is registration . Since work in this niche is related to health, a number of requirements are put forward for the salon that must be met. This also needs to be taken into account when choosing premises and recruiting staff. Review the entire list of requirements before you start searching for a space.

Proper positioning and advertising of a business also plays an important role in organizing a business. If you properly decorate the premises, take care of the salon’s reputation and use several promotion channels, your business will attract more clients and profits.

If you don’t have time to study the market and don’t know how to do it, then download a ready-made business plan for opening a tattoo parlor and save a few days on developing a business plan yourself.

Financial plan

First of all, we need to take a calculator and calculate how much money we will need to open a tattoo parlor.

Opening costs

Monthly expenses

Profit and payback

Three masters will work in our salon and we will share 40% of the profit with them. The most popular service in such establishments is tattooing, and this is what we will start from when drawing up a financial plan.

The average check will be 6,000 rubles. Let’s assume that 31 clients will come to us per month, that is, one visitor per day. Then our net profit will be 56,400 rubles.

If you provide high-quality services and ask your clients to leave you positive reviews in various services, then it is quite possible that in a year the salon’s attendance will double, and the net profit will grow to 150,000 rubles.

The payback on the initial investment in this niche will be approximately 12 months.

Documentation and business registration

When choosing between an individual entrepreneur and an LLC (read our articles on how to open an LLC yourself and register an individual entrepreneur), it is more profitable to choose an individual entrepreneur. In the next 2-4 years, you are unlikely to scale your business, and opening an individual entrepreneur will be easier and faster than an LLC. The taxation system can be simplified tax system or UTII. It is better to check which option will be more profitable in your case yourself.

You will also need to meet the requirements of regulatory authorities such as:

• SES
• Local administration
• Sanitary and Epidemiological Service
• Fire inspection

Familiarize yourself with them before looking for premises and purchasing equipment.

Before choosing the appropriate OKVED code, decide what additional activities you will be engaged in.

Please note that piercing (service code - A21.01.010) and tattoo removal (A16.01.021) require a medical license.

It is not easy to obtain and each of these services has different requirements. Therefore, study the issue in advance and decide what is more profitable for you to do.

Business registration

The first stage in the procedure for opening a tattoo parlor from scratch is registering a business. The form of ownership is chosen from 2 options: individual entrepreneur or LLC. An individual entrepreneur is more suitable for a tattoo parlor. Registration takes place in a simplified form. In case of debts, the entrepreneur is liable with his personal property. However, strict financial reporting is not maintained.

LLCs are chosen in situations where the founders are 2 or more people. The registration process is more complex and requires a large package of documents. The founders of an LLC cannot dispose of profits at their own discretion, like an individual entrepreneur. This option is suitable for a network of tattoo parlors.

Procedure for registering an individual entrepreneur:

1. An application is filled out and a package of documents is prepared: copies of the passport, TIN, receipt of payment of the state duty.
2. The application is sent to the local tax authority.
3. After considering the application, a decision is made to register the individual entrepreneur.
4. The entrepreneur registers with Rosstat and the Pension Fund.

The application indicates the OKVED code: 93.02 “Provision of services by beauty salons and hairdressing salons” or 93.05 “Provision of other personal services”.

Additionally you will receive the following documents:

• permission from the fire inspectorate;
• conclusion from Rospotrebnadzor on compliance with sanitary standards;
• agreement on the provision of utilities and waste removal;
• permission from the city administration to conduct business;
• health records for workers.

Then a cash register is purchased, a current account is opened and a seal is made. If the premises for a tattoo parlor are rented, then an agreement is concluded.

Do you need a license to open a tattoo parlor?

As for the work of tattoo parlors, everything is ambiguous. The legislation does not have clear requirements that tattoo parlors must meet. On the one hand, this is a household service, but on the other hand, the process of inserting a needle under the skin already goes beyond its limits. At the same time, medical services require diagnosis and treatment, but tattooing does not correspond to this.

But this does not prevent various control authorities from periodically inspecting such salons, issuing fines and closing them in the absence of a license. Of course, they are unlikely to come to you with an inspection just like that. To do this, you must attract attention to yourself: complaints from customers, advertising or other sources.

You can try to open a salon without a license, but at your own risk. No one guarantees that your work will go unnoticed. It is better to spend time and nerves on obtaining a license once than to deal with the consequences. It can be difficult and time-consuming to do this on your own, but you can take help from lawyers who are competent in this matter.

Opening a franchise salon

The advantages of operating a tattoo parlor as a franchise may be that by purchasing a franchise you are buying the name and advertising of a popular salon. This way you can already save on advertising and promotion of the salon at the initial stages.

Please note that the franchise fee is about 150,000 rubles, the total investment is about 800,000 rubles. Full support is provided (from discovery to problem solving). It is worth considering a franchise, as it (in this market segment) works well.

Selecting a room

Although tattooing is not a service that people decide to do spontaneously, the location of the salon still plays an important role. Regular clients may not care where to go to their favorite master. But for new clients this may be important. Agree, not everyone wants to go to the outskirts of the city when they can find closer options.

It is optimal to locate the salon in the center or close to the city center.

In this case, it is not necessary to be located on the most passing street. Rent in quieter areas of the center will be much lower.

For a salon, a room of 20-30 sq.m. is sufficient, while 1 workplace should have at least 12 sq.m. It is prohibited to locate the salon in a semi-basement or emergency buildings.

Walls, floors and ceilings must be washable. Please take this into account before starting any repairs. It is also necessary to have all the necessary communications.

To save on repairs, give preference to premises that were used as massage, cosmetology or dental offices.

Organizational plan

Organizing a business begins with its legalization. The paperwork will take about 2 months, since the activity requires licensing. Next, the entrepreneur will have to find suitable premises, craftsmen and purchase equipment.

Registration of activities

The clients of the tattoo parlor are private individuals, so it is advisable to open an individual entrepreneur. When contacting the tax office at your place of registration, you need to bring the following documents:

• passport;
• TIN;
• application for registration of an individual as an individual entrepreneur;
• receipt of payment of state duty (800 rubles).

When filling out the application, you need to select OKVED codes that allow the provision of other personal services - 96.09. If an entrepreneur intends to sell body care products or equipment for tattoo studios, one more code must be indicated - 52.1 “Retail trade in non-specialized stores.”

It is important to immediately decide on the taxation system and the rate. You will have to write an application for the application of the simplified tax system, according to which 2 types of deductions are available - 6% of the amount of income or 15% of the difference between income and expenses. The most suitable option for a tattoo parlor is the first option, since this type of business does not involve large expenses.

By law, tattooing is a medical service, so you will need a license. The applicant must be registered as an individual entrepreneur or LLC and have a medical education. Roszdravnadzor is responsible for issuing the license. To obtain it you will need the following documents:

• the applicant's education diploma;
• a lease agreement for premises or papers confirming ownership of it;
• medical records of all employees;
• All medical equipment at the disposal of the tattoo parlor must be registered.

The presence of a license proves the competence of specialists and confirms that the equipment used meets the requirements of GOST. Registration of this document takes 45 days. In addition to the license, you will have to obtain permission to operate the building from the fire service and the SES.

Search for premises

For a tattoo parlor, a room located on the ground floor of a residential building or in a semi-basement is suitable. It is convenient to rent space in an existing spa or hair salon. A detached building should not be considered as an option due to the high rent. Requirements for it:

• separate entrance;
• At least 12 m2 is allocated for each workplace, and the total area is from 25 m2;
• availability of water supply, sewerage and ventilation;
• Walls and floors finished with washable panels.

It is worth giving preference to premises near which there is good transport interchange, so that clients can conveniently get to the place.

Recruitment

At the initial stage of activity, you will need 2 craftsmen with at least 3 years of experience. Everyone must have a medical record. The administrator will be responsible for receiving calls and registering clients for procedures. A cleaning lady will be needed to keep the room clean. Management activities fall on the shoulders of the business organizer; accounting can be entrusted to a remote employee.

Purchase of equipment and consumables

To open a tattoo parlor you will need a set of equipment:

• 2 tattoo tables – 35,000;
• chair adjustable in height and tilt - 50,000;
• tattoo machine (2 pcs.) – 48,000;
• pedal – 2,500;
• autoclave for instruments – 12,000;
• quartz lamp for room treatment – ​​3,000;
• permanent makeup machine – 30,000;
• reception desk – 7,000;
• color printer – 18,000;
• rack – 3,000;
• sofa for clients – 9,000;
• LED lamps (2 pcs.) – 4,000;
• piercing kit – 12,000;

In total, equipment and furniture will require 200,000–250,000 rubles.

Consumables will have to be purchased 1–2 months in advance. It is profitable to buy them from one supplier in large wholesale. What you will need for work:

• disinfectants;
• shoe covers;
• disposable gloves;
• needle sets;
• clamps;
• pigments and dyes.

It will cost about 12–15 thousand rubles for consumables.

It's worth buying a set of tattoo designs. Clients don't always know what they want. It is much easier for them to choose an image from the catalog, and it will not be difficult for the master to apply such a picture. However, the work is valued higher if it is made to order. Tattoo artists must have good artistic taste and be able to create original pictures.

It is advisable to also acquire a laser machine for tattoo removal. This equipment costs about 200,000 rubles. If your budget is limited, it makes sense to consider this possibility in perspective.

Necessary equipment for a tattoo parlor

The choice of the necessary equipment directly depends on the preferences of the masters themselves. Everyone may have their own favorite machine, and based on this, additional equipment and consumables may vary. It is better to start purchasing equipment after communicating with the craftsmen, based on their wishes. After all, it’s up to them to work with them.

Below is a sample list of
what tools you will need for a tattoo parlor:

• Special chair that is adjustable
• Autoclave and dry heat (sterilization and storage of instruments)
• Disinfection device
• Tattoo machines (2-3 pcs.)
• Tool table
• Lamps
• power unit

You also need to purchase all the necessary office equipment (computer, cash register) and furniture (sofa, tables, chairs).

Production plan

All material resources that will be needed to open a tattoo parlor can be divided into four categories:

1. interior items, furniture - armchairs, chairs, tables, lockers for clothes in the locker room, etc.;
2. equipment for tattoo procedures - a tattoo table, a tattoo chair, tattoo machines, a tattoo application apparatus, a special armrest for tattooing, a tattoo removal apparatus, a piercing instrument, room and instrument sterilizers;
3. office equipment for accounting - laptop or computer, MFP, TV, multimedia player to create a general inviting atmosphere in the salon;
4. consumables – tattoo needles, disinfectants, disposable gloves, sheets, gowns, caps, masks, shoe covers, tattoo paints, etc.

Each item of equipment for tattooing and office equipment must be purchased in a single copy (with the exception of armrests - two of them are needed). Consumables are typically purchased once a week or once a month, depending on customer flow.

Tattoo parlor interior

You need to approach the design of a tattoo parlor wisely. After all, you will have completely different clients and they should feel comfortable in the salon. The interior of the room should not raise doubts about the sterility of the salon and the adequacy of the master.

There is no need to decorate the salon as if it were a hospital. But you shouldn’t go to extremes either. It is unlikely that your clients will want to get a tattoo in a place that resembles a haven for informals. Choose neutral colors and themes.

Advantages and disadvantages

The advantage of a tattoo salon is high business income, which with all deductions reaches 300,000 rubles per month. True, this is only possible in large cities and with the high authority of the master.

The downside is the rather negative rather than neutral attitude of the inspection authorities towards this matter. It is believed that tattoos can become a source of infectious diseases. If such suspicions arise, the owner of the salon and the tattoo artist will face big troubles.

Recruitment

The number of workers will directly depend on what services you will provide and how many craftsmen you will have working for you. The main workers are tattoo artists. You can also hire a person who will deal with organizational issues. Accounting, marketing and cleaning services can be outsourced. Also check out our article on how to open your own cleaning company and how to make money cleaning premises.

Recruiting staff

Both a practicing artist and a person who does not work in this field can open a tattoo parlor. The reputation and attendance of the studio largely depend on the staff. We are hiring an experienced tattoo artist with a diverse portfolio. Medical education is preferred.

To attract a specialist to the business, they offer favorable working conditions: decent wages, the availability of a separate room, high-quality equipment and consumables.

Tattoo studio staff:

• tattooist;
• assistant foreman;
• administrator;
• accountant;
• cleaner.

The administrator controls the work of the salon, records visitors, and answers their questions. In a small establishment, these functions are performed by masters and assistants. An entrepreneur does his own accounting or hires an outsourcing specialist.

How much money do you need to open?

If you plan to open your own salon and work there independently (or in the company of several tattoo artists), then you will need about 500-550 thousand rubles to open a business. For a larger salon with hired workers and additional services (piercing, tattooing), more investments will be needed. Below is an approximate list of cost items that will arise when starting a business.

As a result, the approximate amount for starting a business will be 493 thousand rubles, excluding wages for tattoo artists and obtaining a medical license (7,500 rubles). Depending on what other services you include in your price list, this amount may vary greatly. The remuneration of artists is usually piecework and amounts to 40-50% of the cost of the tattoo.

General characteristics of the project (description of the company and services provided)

A tattoo parlor or tattoo parlor is intended for the application of tattoos to the public, tattooing, removal of old tattoos, and piercings. The three main components of a tattoo parlor business are:

1. a room that meets certain medical standards, because all procedures are microsurgical operations on the skin;
2. professional equipment to perform the stated work;
3. tattoo artists.

Premises for a tattoo parlor

The most inexpensive option for opening a tattoo salon is to rent an apartment on the 1st floor of an apartment building and hold a reception for clients there. Quite a lot of such “handicraft” workshops are currently open. But they all exist “at your own peril and risk,” because Rospotrebnadzor imposes certain requirements on the maintenance of a tattoo parlor :

• the presence of a separate entrance to the premises;
• washable walls, floors, and even ceilings in the treatment room;
• The area of ​​1 workplace must be at least 12 square meters. meters.

Since the tattoo studio premises, in addition to the treatment room, must also have a locker room and a toilet room, the total area should be at least 23-25 ​​square meters. meters.

The best locations for tattoo parlors are beauty salons (read how to open your own beauty salon here), hairdressers (you can find out about opening a hair salon here), and fitness centers (read this link). Basements and semi-basements are also suitable. It will be unprofitable for a beginning entrepreneur to open a tattoo parlor in a separate building - the rent will “eat up” all the income, and there will be practically nothing left for business development.

Tattoo parlor services

How to open a tattoo parlor is what is called “half the question.” It is also necessary to carefully work out the register of services provided, depending on what qualifications the master (several masters) working in the salon has. It could be:

• applying permanent and temporary tattoos to various parts of the body (both colored and regular – black and blue);
• piercing of various parts of the body;
• tattooing eyelids, lips, eyebrows;
• “filling in” the old drawing;
• removal of an old tattoo (this procedure requires several sessions);

The last type of service at the initial stage of the establishment’s operation may not be provided by a beginning entrepreneur who is strapped for funds. This is due to the rather high cost of a tattoo removal device - on average from 130 to 200 thousand rubles.

In addition to these “traditional” types of services, a tattoo parlor can also provide additional services :

• tattoo technique training;
• sale of special equipment for tattooing.

Target audience of the tattoo parlor

If 15-20 years ago tattoos were applied mainly in correctional camps and by adherents of various informal movements and members of sects, today there are no age, gender, or social restrictions. Just as there is no certain type of service that is not popular among clients.

For example, according to statistics, piercing, which is considered an adornment for young people, about 35% of all clients are done by women over the age of 30. Just like permanent makeup services, it is predominantly the female gender who use the services. You can learn how to correctly determine the target audience of your business by following this link -.

How much does a tattoo cost - pricing of services

It is impossible to name the exact price of a tattoo. After all, the prices of all masters are quite different and depend on many factors. This is affected by:

• Recognition of the master
• Difficulty of performing a tattoo
• Picture size
• Time spent working
• Country region

Also, each master has his own minimum price threshold for which he will perform the work. This applies to light and small tattoos.

The cost of a tattoo can start at 1-2 thousand rubles and reach tens, or even hundreds of thousands.

The profitability of such a business is 30% or more, with proper organization of the process.

Investment plan

To learn how to create an investment section, read the article on the structure of the investment plan of a business plan.

Investment size

The initial investment is 1529 thousand rubles, which are distributed as follows:

Investment work plan

The procedure necessary to prepare a tattoo parlor for opening is carried out according to the schedule:

How to promote a business

To promote a tattoo parlor, it is better to use several promotion channels. At the same time, you need to know that you cannot advertise services on the Internet and social networks without a license. In general, the following are suitable for effective advertising:

• Social media. Use profiles on several social networks, exhibit your work, and share useful content.
• Targeted and contextual advertising. This is an effective tool and if you have a license, be sure to use it.
• Word of mouth. Recommendations from friends and acquaintances are the best argument for future clients. So don’t be shy about asking your clients to talk about you and write reviews.

Marketing plan

Pricing strategy:

There is no need to underestimate the cost of services. Not much will depend on her here. Sometimes a low price can even scare off a potential client - perhaps he will have doubts about the quality of the procedure provided. If a well-known master works in the salon, you can even set the price higher than that of competitors, giving clients the impression of your own success and quality of services.

What is the strategy for promoting the service?

The most important means of attracting customers is, of course, advertising. You will have to resort to it especially often at first (six months to a year).

The most effective types of advertising and methods of attracting customers will be:

• distribution of leaflets:
• distribution of advertising brochures;
• distribution of business cards;
• holding promotions;
• providing discounts;
• outdoor advertising;
• providing free consultations;
• entering information about the salon into catalogues;
• contextual advertising, including Yandex-Direct.

Let us also remind you that during the work we plan to create our own website. For the first time, you can maintain a page on a social network, notifying subscribers about upcoming promotions and answering questions. It is important to have a feedback system.

Hit the price: how much income do tattoo studios bring?

Tattoo is lumpy

After a successful case promoting the services of a tattoo artist, Alexey Mokrov decided to work for himself - to open his own tattoo parlor. He took the largest Swiss studio in Europe, GIAHI, as a model. Partner Alexey Gunar helped with the money; together they registered Image Game LLC and began looking for premises. They opened the My Way Tattoo tattoo parlor near the Proletarskaya metro station in the spring of 2015. Investments in the launch amounted to more than 2.65 million rubles, 75% of which was invested by Gunar, 25% by Mokrov. This money was used to pay rent (350 thousand rubles), repair the premises (1.5 million rubles) and purchase equipment and furniture (800 thousand rubles). At first they saved money on advertising. “We didn’t think we needed to invest a lot of money in advertising. I did everything on my own. I haven’t had a day off for several years,” says the entrepreneur.

The main problem of new tattoo studios is finding qualified artists. As a rule, professionals work for themselves, and beginners, even talented ones, cannot bring clients. “I already understood what high-quality and low-quality work looks like, this helped me find among the craftsmen those I could hire,” says Alexey.

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Founder of My Way Tattoo studios Alexey Mokrov (Photo: Vladislav Shatilo / RBC)

For about a year, the business worked almost to zero: the flow of clients was too small to recoup the investment. According to SPARK, the LLC’s revenue in 2020 amounted to 2.7 million rubles, and profit was only 7 thousand rubles. “I thought since I already had a successful case with promotion of a tattoo artist, everything would be simple. Nothing like this. Attracting clients to a new studio is not at all the same as attracting clients to a famous artist. This required entrepreneurial experience, which I didn’t have,” says Alexey.

At the end of 2020, Alexey Gunar went out of business. “My partner no longer wanted to participate in the project. I was left alone, business was in the red,” recalls Alexey Mokrov. “I lived in the studio on an air mattress.”

Back to school

Looking for a way out, Alexey noticed that many people not only want to decorate their bodies, but also learn how to make tattoos themselves. At the same time, no one systematically teaches tattooists - as a rule, this craft is passed on from master to master. “I surfed the Internet, found a tattoo institute in Florida and saw that we don’t have anything like this in Russia,” says the entrepreneur.

Based on the program of this institute, he made a curriculum and in the spring of 2020 launched his school - Moscow Tattoo School. The teachers there were taught by masters working in the studio. The first clients came from the social network VKontakte, where Alexey advertised the school in thematic communities. “I chose the cheapest placements, where a post cost 500 rubles,” he recalls. Nevertheless, the approach worked - in the first month the school brought him 60 thousand rubles. revenue. Now the company has about 18 thousand subscribers on VKontakte, and about 60 thousand on Instagram.

The school's students are offered two types of courses - individual and basic. The first implies that the student himself chooses when it is convenient for him to attend classes. This course consists of ten lessons - two theoretical and eight practical. If the theory and practice are successfully completed, the person passes the exam: he gets a tattoo on the model. This course costs 50 thousand rubles. and is suitable for those who are interested in tattooing as a hobby. A basic course of 23 lessons already costs 125 thousand rubles, and is usually chosen by people who want to make a living through tattoos.

The first 2 million rubles. Alexey Mokrov received profits from the tattoo studio and school in September 2020. He reinvested this money into a second tattoo parlor under the My Way Tattoo brand near the Kropotkinskaya metro station.

Tattoo franchise

The school not only became a source of additional income, but also provided an opportunity to scale the business - it constantly produced tattoo artists who could join the staff of new tattoo studios. Alexey decided that a franchise, the founders of which offer not only a brand, technology, but also employees, could be in demand. He developed a brand book and began advertising the franchise on social networks and through contextual advertising.

Tattoo studio My Way Tattoo (Photo: Vladislav Shatilo / RBC)

The first My Way Tattoo franchisee came to Alexey through friends. He opened a studio near the Oktyabrskoye Pole metro station in November 2020. Then, with a difference of two months, studios were opened using the same model, first in Pushkino, where graduates of Moscow Tattoo School acquired the franchise, and then in Belyaevo. In May 2020, Alexey Mokrov opened his own tattoo studio in St. Petersburg, and in early June, a franchise salon in Sochi.

Starting investments in opening a My Way Tattoo studio range from 800 thousand to 7.5 million rubles. depending on the region, the scale of the business and the number of artists attracted by the franchisee from Moscow Tattoo School. For example, the cost of a medium franchise package is 1.5 million rubles. The lump sum fee includes the provision of four school graduates. Royalty amounts to 30–90 thousand rubles. per month depending on the size of the business.

The weak point of the franchise soon became clear - having received support at the start, franchisees quickly realized that they could do without Alexei Mokrov in the future. In mid-2020, one of the My Way Tattoo franchisees renamed his studio and began working independently, partially retaining the same staff. “We had some tricky guys who got disconnected. But as soon as they renamed their studio, their sales immediately dropped, because people don’t want to go to a studio without a story,” says Alexey.

In addition to this tattoo parlor, the first in-house studio also closed. “The landlords at Proletarskaya raised the rental price, setting an inadequate price twice as high as the starting price,” the entrepreneur marvels. “We finished working with them and closed this studio.”

Currently, a total of ten studios operate under the My Way Tattoo brand, most of which opened in 2020. Lump-sum contributions and royalties bring Alexey an average of 300 thousand rubles. per month.

The entrepreneur uses AmoCRM to manage the network. “Our system shows the number of clients and financial flow. All these indicators are transparent, which means it is possible to adjust the strategy for a particular branch so that it develops,” he says. — We are constantly in touch with franchisees. They ask us questions that concern them, mostly related to design or advertising."

Alexey Mokrov (Photo: Vladislav Shatilo / RBC)

The entrepreneur’s future plans include opening tattoo studios in all cities with a population of over a million, as well as in Kazakhstan, where he is already registering the My Way Tattoo trademark, and in Germany. “Since I was previously involved in advertising and developing partnerships with European studios, I still have contacts and knowledge of how you can integrate into almost any country with your masters and start making money there,” he assures. — It is a misconception that competition is stronger in the West than here. The quality of work abroad leaves much to be desired.”

Tattoo parlor without a tattoo artist

Sochi My Way Tattoo franchisee Evgeny Kudrov met Alexey Mokrov through his son. Before buying the franchise, Evgeniy had his own business, but after the 2014 crisis, it stopped generating income, and the entrepreneur decided to do something else.

“We came to the tattoo industry by accident, almost everyone in our family has tattoos, the most recent one was done by my son, right in Alexey’s studio. We talked to him, found a common language and decided to work together further,” says Evgeniy. “I didn’t even think about opening a studio on my own.” I understood absolutely nothing about the tattoo business, and hoped that it would be easier this way.” The studio in Sochi opened on June 3, 2020. Investments in the launch amounted to 2 million rubles of personal funds, most of which went towards renovating the premises and purchasing equipment for the salon.

Evgeniy purchased a light franchise package for 600 thousand rubles, which does not involve the provision of masters from the franchisor. “We were looking for professionals in their field, so it was difficult,” admits Evgeniy. As a result, the first week after the opening, the Sochi salon worked without a specialist - clients were signed up for the future. Now the masters have already been found.

“Our studio turned out to be very cool not only for Sochi, but also for Moscow. 200 sq.m. decorated in loft style. Plus we are located on the Navaginskaya street. This is the very center of the city,” says Evgeniy. However, there are still problems with the influx of clients. Due to problems with staff, during the month of operation the studio served only 8-10 people, and the revenue amounted to 30-40 thousand rubles. “I can’t say yet when we will recoup the investment. In Sochi, the tattoo business is highly dependent on seasonality, says Evgeniy. — And June is the very beginning of the season. They don’t know us yet, we hope that July will improve the situation.”​

“Some franchisees do not understand that acquiring a franchise does not cancel work on developing the studio,” says Alexey Mokrov. — They think that when buying a franchise you don’t need to do anything, clients will come anyway. But it doesn't work that way. You need to participate in the process of management, control and development of your own branch.”

View from the outside

“This is a business without professional ethics and experience”

Founder of the tattoo studio "Angel" Pavel Arefiev

“In 1990, when I started working, the tattoo industry and tattoo business basically did not exist. Everything was done at home without special equipment, without tools. Now it is a full-fledged business and a real industry.

Of course, with the increase in demand for tattoos in Russia, the supply on the market has also increased. There are a lot of artists and various kinds of tattoo studios. Nevertheless, the tattoo business still remains semi-legal. Private craftsmen provide personal services, and at the same time they are not listed anywhere. I think over the past ten years there has been an increase in supply on the market three to four times.

As for the school that My Way Tattoo started, I believe that this is a business without professional ethics and experience. In the medical environment, people study for at least three to four years to become a nurse. Artists study throughout their lives to achieve mastery. People who launch a business project with a school in which they want to teach tattooing in a few lessons do not have either of these abilities. They simply have an effective promotion policy, but not enough practice.

Now people, unfortunately, are paying less and less attention to the reputation of certain studios or artists. They are more often driven by advertising and promotion and, accordingly, get into unpleasant situations with tattoos when they have to be removed or covered up.”

“There is room for everyone in the market”

Founder Ilya Puchkovsky

“We have been in business for 18 years and are probably one of the oldest companies in the tattoo industry. The market is growing and not to say saturated. Many studios are opening, but many new clients are also appearing. About 80 percent of people in Russia don’t even know what it is or why it’s needed. As a result, studios compete not so much with each other as to attract new clients. From this point of view, My Way Tattoo's educational activities influence the entire market as a whole. The beauty is that one client likes one master, another another. The more diverse the offers, the more people decide to get a tattoo. There is room for everyone in the market.

An important nuance - many start-up studios dump money in order to attract their first clients. And this often has dire consequences. If you treat the artist and the client with respect, and use high-quality equipment, then the prices cannot be low.”

Development prospects

Scaling in the tattoo business is complicated by its dependence on the personality of the artist. And he is limited by the possibilities of his working time. An important area of ​​work for a large tattoo parlor is teaching the art of tattooing. Your graduates may become masters in your new salons in the future.

Another nuance that is relevant for owners of tattoo parlors from small towns is that profits and the number of clients served quickly hit the ceiling. Even if you offer an exclusive service and charge higher than the market average for it, your clients’ options are limited. In a city with an average salary of 20-25 thousand rubles, there are few interested people who can pay 20-25 thousand rubles for a tattoo.

Therefore, having gained fame in small towns, owners of tattoo parlors often move them to regional centers or move to the capital, where the target audience is larger. Sooner or later, the markets of capital cities and regional centers will become oversaturated, but for now this situation is quite common. You need to be prepared for this.

Opening a network of tattoo parlors in the premium segment is almost impossible, again due to the specifics of the work. And salons where inexpensive tattoos are done in a hurry using ready-made sketches are not in demand.

We plan to develop our business in accordance with the previously set objectives: constantly improve our own skills, train specialists, make professional contacts and use them to attract clients and increase the level of loyalty.

It is possible to package a franchise by combining a tattoo parlor, piercing and barbershop in a salon and sell it to other regions.

Features and pitfalls of business

Some people live by stereotypes and think that a tattoo is a black, blurry picture that over time acquires a blue-green color. This is wrong. Today it is a fashion industry, and professionals create real masterpieces.

tattooing
has become fashionable among the female half of the population . A specialist can quickly and painlessly give lips or eyebrows color, shape, visual volume, correct asymmetry, or even hide a small defect. Materials for work do not cause allergic reactions and are absolutely safe for the body.

At first glance, it seems that the provision of such services is simple to organize, but in fact there are a lot of nuances that can overshadow the idea of ​​​​opening a tattoo business.

The register of labor professions does not include the position of tattoo artist or piercer. This complicates the maintenance of personnel records. A subculture has a clear hierarchy and laws. To become “one of the people”, you must follow the established rules and work philosophy.

How much can a tattoo artist earn?

A tattoo artist’s earnings depend primarily on the quality of his work. Prices for work from craftsmen can vary greatly. Someone can take 1000 rubles, and someone can take 10,000 rubles for the same drawing. When turning to a renowned master, the client knows what he is paying for and what result he expects. In the case of beginners, this is always unpredictable. Therefore, at the initial stage, you should not expect exorbitant amounts in the check and a queue of clients.

It is also worth considering the seasonality of this work. The flow of clients may not always be stable. Usually, closer to summer, clients come for small one-time tattoos. There are not so many regular customers who stuff their whole body and they come more often in winter. This is due to the healing of tattoos and recommendations to cover this area of ​​the body for up to 2 weeks until the skin heals, and to avoid the sun and water. And in the summer this is not so easy to follow.

Necessary equipment

Good technical equipment is no less important than experienced personnel . To start you need:

1. Tattoo machines. To create a high-quality tattoo, you need three different devices.
2. A set of various needles and dyes.
3. Disposable piercing kits.
4. Technique for permanent tattooing.
5. Laser for removing pigments from the skin.
6. Stencils, paints for temporary tattoos.
7. Sterilizers.
8. Recyclers.

Choose professional equipment. Don't even spend money on used devices. Often, they are outdated and do not meet the expected results.

In addition, you need consumables:

1. Cotton wool, bandages, sponges, cotton swabs.
2. Film, disposable diapers.
3. Painkiller sprays and creams.
4. Disinfection solutions (they can be purchased at the SES);
5. Shoe covers, masks, caps, aprons.

Furniture equipment:

1. Couch.
2. Universal chair for the client.
3. Table, chairs, cabinets, wardrobe for the visitor.
4. Fluorescent lamps.
5. Office equipment (computer, printer, work phone, wi-fi router).

If the salon has a store selling related products, then it is necessary to purchase display cases and shelving.

Business technology

The success of a tattoo salon depends on the talent of the artists, the competent implementation of an advertising campaign, and an impeccable reputation. It is recommended to have a doctor on staff, so the client can feel more relaxed. Tattooing is a job involving blood, which is why you should be especially careful about the cleanliness of the room and the sterility of the instruments. Everything should be neat and in its place. If we talk about opening technology, then you will need to purchase equipment, rent premises and register a business. But the main thing remains the professionalism of the master. Compliance with business goals will lead to the prosperity of the salon and ensure a constant flow of clients.

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