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FEATURED MOM INVENTORS > AGELESS REMEDIES
Jennifer Curtin and Maureen Herrmann met in college - and now, years later, are co-presidents of a fast-growing franchise-based company, Ageless Remedies. Ageless Remedies retail stores provide skincare products and services to promote smooth, healthy skin from head-to-toe in a one-stop shop. The store environment is clinical but relaxing; with an extensive apothecary of skincare products designed to give clients individualized results. With 11 stores, the company has plans to expand by 20 more retail outlets this year. Here is their story:
Describe your company and your store concept / products. Ageless Remedies is poised to be the leader in the Medical Spa Market. We provide results-oriented skincare products and services in a relaxing, clinical environment. Every Ageless Remedies location has an apothecary storefront. Why did you start this company and when? We started this company based on a need for personalized skincare for women. Everyone has different concerns with their skin and we felt the market did not provide for specialization and results-oriented treatments. Therefore, we started this business, formerly named Skin Solutions, in 1999. We were one of the first medical spas in Atlanta to operate outside of a physician's office. What were your initial goals? Providing advanced skincare treatments and products with an emphasis on client education. Describe yourself and your family. What is your background and how does it relate to your company? Jennifer: I am married and have a son who is 21 months old. Maureen and I have been involved with cosmetics, skincare and physician consulting for the past 20 years. I also have a B.S. in Marketing. Maureen: My background involves cosmetics for the past 20 years. I worked with several large cosmetic companies as well as in day spas. Jennifer and I also did consulting for physicians setting up medical spas, and this is where we developed a passion for the concept. Have you ever experienced an epiphany that changed the direction of your life? Jennifer: Not quite an epiphany but I am a firm believer that you can accomplish anything you put your mind to. 
What process did you follow to develop the store concept?
We did research and evaluated what physicians were doing with non-invasive cosmetics. We recognized the lack of personalization within the physician practice. From our experience, we knew that providing a variety of quality skincare and services would be key, as well as giving the best customer service and care available. What process did you follow to determine your concept's marketability? We were very familiar with the marketability of a medical spa within a physicians office...but we went with our gut instincts that it would be successful as a stand alone facility. We took a chance and banked on the fact that people care about the way they look. We knew that if we could provide the education and communicate the benefits, we would grow the business. How do you source your apothecary products? We spend a lot of time researching apothecary products. We look for companies that do a lot of research and provide quality studies on the efficacy of the actual products. We prefer medical grade skincare, which tends to offer more benefits and provide better results to the patients. Were there any setbacks in development that had to be overcome? Sure, we started the company and very quickly competition started to pop up on every corner. Much of the competition did not offer the quality and care that we felt was so important to sustain repeat clientele. We had to overcome the media image of people doing this business without the proper credentials and not providing a safe environment. Negative press about the industry continues today, and that is why we make sure that we are first class in providing the best technology in a safe, professional environment. We have medical professionals on-site to oversee all of the medical procedures. We also have medical directors for all of our stores and make sure that strict protocols are always followed to ensure client safety What was the biggest learning curve in terms of developing your concept / opening your stores? We had the opportunity to start several medical spas for physicians as outside consultants, so we did not experience much of a learning curve regarding the concept. On the other hand, when we started the franchise, there was a much larger learning curve and need to streamline everything we had built. Working through this was much harder than starting the original concept. We could no longer micro manage and were forced to look at a much larger picture than before. What secrets have you learned in terms of publicity and marketing your product? Networking and grassroots marketing has always been the best for us. Building relationships with similar businesses, getting out into the community, and cross referrals are the tactics that built our client base. Your reputation means so much, and in order to establish the trust and credibility needed to succeed within a center, you have to get out there and sell yourself. Once you build that reputation, the publicity starts to come. Referrals are your best clients and repeat business. 
What was the biggest learning curve in terms of marketing your product?
Not everyone knows what a medical spa is or why they would need the services. We not only had to educate the public about the procedures but we also had to convince them that we were the best provider. How long did it take to get your business from the idea stage to market? Maureen: It took about one year. We always knew we were going to be entrepreneurs and probably do something together... but once we decided on the medical spa we moved quickly and opened about 12 months later. How have you managed to juggle the roles of business owners and moms? What falls by the wayside? Jennifer: It is difficult to give 100% at work and at home at all times. There are definitely days that I have to skip the laundry or my workout so I spend time with my son, but I try not to stress about it. Maureen: At home I don't over think it. I just jump in and do as much as I can. I probably do not plan as much as I should, and tend to shoot from the hip a little too much. But laundry does get done and my family gets fed even if it is 9 o'clock at night. We do it together and this is why it works. How did you finance your business (personal contributions, loans from friends & family, loans from bank, credit cards, outside investors?) We put everything on the line to start the business - personal money and credit cards. Luckily, it was worth it. How much money have you invested so far? How do you feel about that? Jennifer: We have invested more money that I can remember but it was definitely worth the risk. Maureen: I am very comfortable with my investments and know that I am invested in something I believe in and will be around for a long time. What is your company's current financial picture and what are your projections? We currently have 11 stores open and are continuing to grow! We have a strategic growth plan in place that will allow for 20 + store openings a year, and will also allow us to continue to support our open locations. We do not want to grow so rapidly that we cannot deliver the promises of our brand. For 2006, our system wide sales were $2.1 million and projected system wide sales for 2007 are $5.2 million. How did you decide to take the franchising route? We wanted to expand and felt that franchising would allow us to grow at a more rapid rate and keep our core concept in place. Rather than outlay so much time and money, we felt we could work with other professionals and experts to help us achieve that goal. 
What has been your greatest success or "high point" in the process?
I think our greatest success was the sale of our first franchise system. We already believed in our concept and realizing that others did as well was exciting. Have you experienced a "low point" and if so, how did you rally yourself to get back on track? Jennifer: Yes! Starting a franchise organization is exciting and challenging. There have been days when I questioned whether or not I was up for the task. I usually get back on track by remembering why we started Ageless Remedies and how far we have come together. Maureen: Absolutely! Many days are very hard when you are dealing with so much and have so many people's success in your hands. I take everything very personally and by that I mean if a client is unhappy, or a franchisee is having a bad month, I lose sleep. But, you have to keep going and the next day it always seems like it was not such a big deal. Who has been your biggest source of inspiration? What keeps you going? Jennifer: Maureen and my family. Maureen and I have worked so hard, and at times we were the only ones who thought we would succeed. I couldn't have accomplished what I have with Ageless Remedies without Maureen's support and insight. Maureen: My inspiration are my children. Knowing they are proud of me makes it all worth it, even when I look back at the beginning when we worked long hours, days and nights. We never stopped thinking about the business. Jennifer, my co-partner, by far is what keeps me going. Without her this company would not be what it is and I would not have accomplished what I did. Did anyone in particular help you along the way? We owe so much to our clients who supported us and referred so many people to us. This was our number one source of help, and to this day many of our original clients are still customers of the Ageless Remedies Buckhead store. They believed in us and supported us and with that helped us to achieve the success we have today. What advice would you offer other moms developing their products/ideas? I would always advise someone to follow your dreams. If you believe you will succeed, and are willing to work hard, than it will happen. Women are very powerful and passionate. Women have great instinct and should act upon it whenever they can. Is there a resource that proved to be invaluable that you would like to share with other moms? Jennifer: My Blackberry. It is essential to every multi-tasking mom. You can send an email and feed your baby simultaneously! Maureen: Internet. There is so much information out there and just spending time researching or looking for ideas can be done successfully online. | ||||||
