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UNDERSTANDING THE BRIDAL BUSINESS

EDUCATOR’S MANUAL

What is your motivation for doing wedding services?

ARTIST SELF ASSESSMENT

MAKEUP KIT

Bridal Kit EssentialsFACEFace Wipes / Makeup RemoverMoisturizerPrimerFoundationsConcealersPowder

EYESEye Shadow Base / PrimerEye Shadows: (matte and shine)a variety of light and dark colorsPencil Eyeliner: brown, black and cream - whiteGel / Liquid Eyeliner: brown and blackMascara: blackLashesDuo Lash Glue

BROWSBrow PigmentBrow GelBrow Pencil

CHEEKSBlush: (crème and powder) a variety of colorsHighlighter ColorsShading ColorsBronzer

LIPSLip Conditioner / BalmLipstick: a variety of color including redLip Gloss: a variety of colorLip Pencils: including redPencil Sharpener

BRUSHESAirbrush SystemCamouflage BrushFoundation BrushPowder BrushFace Contour BrushBlush BrushNatural Filbert Eye BrushesSynthetic Filbert Eye BrushesEye Contour BrushesEye Liner BrushesBrow BrushMascara Fan BrushFan / Blending BrushLip Brush

TOOLSSpoolies / Disposable Mascara WandsLash CurlerBrush CleanerMakeup Sponges / Beauty BlenderTweezers - Slant TipEyebrow Scissors / TwissorsPinky Puff / Powder PuffQ-tipsTissueFace Wipes / Makeup RemoverHand Sanitizer - Jao99% Isopropyl AlcoholMetal Palette and SpatulaCameraPen & NotepadBusiness Cards

BRIDAL SPECIFICSafety PinsLint RollerPackets of KleenexNail FileExtra MintsUtility ScissorsExtra Business CardsInvoice or Balance Due ReceiptDeep Hydrating Mask (Clarins Beauty Bomb)Lip Color SealerWaterproof Lash Sealer or Waterproof MascaraBody LotionTattoo Coverup - WaterproofKett Fixx Cream FoundationExtra Sets of brushesBlotting PapersExtra disposable items (q-tips, spoolies, sponges & puffs)1 pair of lashes per person scheduledSmall Digital ClockStraws

Makeup Kit Organization

Makeup Kit Organization

Makeup Kit Organization

Makeup Kit Organization

Makeup Kit Organization

BREAK

INDUSTRY STATISTICS

The bridal business is a recession resistant industry.

2010 US Wedding Statistics• 2,078,000 weddings• Average cost $24,066• $50,009,148,000 total revenue

HOMEPLAY FIND THE MOST CURRENT BRIDAL

STATISTICS FOR YOUR AREA

• Number of weddings• Average cost• Total revenue

www.theweddingreport.com$25 - $99

Most popular engagement month: December Average engagement length: 16 months

The Engagement

Source: The Wedding Report, Inc.

Weddings by Month

3%7%

13%

16%

10% 13%

17%

12%5%2%1%1%

JanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberDecember

Source: The Wedding Report, Inc.

2010 US Wedding Budgets

5%

16%

21%58%

$10,000$20,000$30,000-60,000$60,000 +

Average Cost in 2010: $24,007

Source: The Wedding Report, Inc.

Who Pays for the Wedding?

10%

8%

25%

27%

30%Bride & GroomBrideʼs ParentsBride, Groom & Both ParentsBoth Parents OnlyOther

Source: The Wedding Report, Inc.

Combined Income

9%

53%

38%$60,000 - $80,000$80,000 - $100,000$100,000 +

Source: The Wedding Report, Inc.

Popular Planning Options

Internet Search

Friend

Family

Local Bridal Website

Bridal Fair/Event

National Bridal Website

Local Magazines

National Magazines

0 17.5 35 52.5 70

17

31

33

38

42

45

59

63

Source: The Wedding Report, Inc.

Type of Wedding

2%3%3%5%

6%

13%

17%10%

41%

TraditionalCasualUniqueFormalDestinationThemeExtravagantOtherEco Friendly

Source: The Wedding Report, Inc.

Average number of attendants: 12Average number of guests: 140

Average age of Bride: 28Average age of Groom: 30

The Wedding

Source: The Wedding Report, Inc.

The Wedding

Bride 1st Time Wedding

Bride 2nd Time +

Groom 1st Time Wedding

Groom 2nd Time +

Destination Wedding

Outdoor Weddings

Church Weddings

Hotel/Country Club Location

0 25 50 75 100

5

73

20

6

10

89

5

93

Source: The Wedding Report, Inc.

16% Morning Bride

Wedding Times

53% Afternoon Bride 31% Evening Bride

MARKETING YOURSELF

• Continued education• Network • Social networking• Become an assistant• Learn wedding etiquette • Develop a professional make up kit• Research your market• Create a business strategy• Create your brand• Comp your services 3-5 Weddings • Build a portfolio and testimonials (Yelp)• Develop a website

Getting Started

• Photographers• Bridal Stores• Florists• Friends• Family• Salons• Hairdressers• Spas• Dermatologists• CraigsList • Bridal Wedding Expos• Wedding Planners• Hotel Concierge

Your Professional Network

MARKETING ACTIVITY

LUNCH

PRICING

The only rule in setting up your fees: You cannot charge more for your services than your clients believe you are worth.

Things to consider when setting up pricing:• What will my market bear?• What are others charging?• How much experience do I have?• Is there anything that sets me apart (airbrushing)?

Price Points

Hourly Rate• Cost of product • Overhead of your business (cost of doing business)• Your hourly rate for your talent and time" "• Range $35.00- $600.00• Time expectations• Ideal for small parties to single brides

Charge per Service• Menu of services and prices• Skill, service and rate comparisons in your area • Ideal for small parties to single brides

Day Rate• Full day and half day• Portal to portal rates • Simple and easy to give quotes""• Identify your pace and skill level • Ideal for the seasoned professional• Ideal for large parties• Ideal for weddings that include travel time

Pricing Structures

THE CONTRACT

Contract may include: • Name, address, email, phone number• Wedding coordinator contact• Date, location, time• Consultation fee, deposit and balance• Travel and kit fee if applicable • List of services and timelines• Refund and cancellation policy• Agreement should be signed during consultation

The Bridal Contract

Not Working

Working

Working

• Collect deposit during consultation (standard is 50%)• Discuss collection of balance during consultation• Arrangement payment exchange day of Wedding

Arranging Payments

THE CONSULTATION

There are two parts to the consultation: Timeline ConsultationService Consultation

Sample of questions for timeline consultation:• How many in the Wedding party• When are you doing photos?• Will photographer take photos of you getting ready?• Who would you like done 1st last?• Are you taking a limousine?• What is the drive time to Wedding location?• Do you want me to stay for reception?• Photos after Ceremony?• Will you want touch ups?• What else?

Timeline Consultation

• Is your consultation complimentary or fee based? • Start to fill out her information (contract)• Look at her makeup images she likes• Ask all the questions about why she likes the look• Allergies, contacts, needs• Do the service: hair, makeup, airbrushing• Fill out head sheets and face charts• Document with photos/email them to Bride• Recap all details of service and timeline and document with notes

The Service Consultation

BREAK

MOCK CONSULTATION

Timeline Example

6:00 PM Wedding Scenario with a bride and both mom’s hair & makeup services

Q & A

REVIEW ARTIST SELF ASSESSMENT

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