THE DOVE SPA FRANCHISE OPPORTUNITY by jsq13914

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									THE DOVE SPA
FRANCHISE OPPORTUNITY
                                       CONTENTS
CONTENTS
1.   A NOTE FROM SUE

2.   ABOUT US

3.   OUR FRANCHISE PARTNER PROGRAMME

4.   OUR SUPPORT:
     A. TRAINING
     B. MARKETING & PROMOTIONS
     C. SUPPLY CHAIN

5.   FINANCES:
     A. INITIAL INVESTMENT
     B. ONGOING FEES
     C. FUNDING OPTIONS

6.   FAQS

7.   NEXT STEPS

APPENDIX
A. The Dove Spa Environment
B. Our Global Company
C. PR coverage
D. Dove Spa Treatments




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                                                                                                                A NOTE FROM SUE
A NOTE FROM SUE
The fact that you are reading this means that you are interested in running a Spa Franchise. Not just any
Franchise, but a Dove Spa Franchise.

In the following pages, I attempt to answer some of the questions that are probably going through your mind
– and allay some of the concerns you will almost certainly have.

Any decision that involves an investment both in terms of your time and your hard-earned money is significant
– whether it be the development of a brand new business or the conversion of your existing salon. It is a
decision that cannot be taken lightly.

So what reassurance can I give?

Well, perhaps you don’t know but Dove Spa UK is part of an international Spa Group which has 47 sites
across 4 countries – some of which date back nine years. Across the Group, we have experience in opening
and operating 25 conversion spas and 22 greenfield sites. In the UK alone, we now have 26 sites including
13 Dove Spa salons and 10 concessions at Virgin Active gyms. Allied to this, you will benefit from the power
of the Dove Spa brand and the strong support package that we have put in place – both in terms of our
comprehensive training programmes and impactful marketing materials.

Finally, I am fortunate to be working with a great team including spa stalwart, Frances Hayter, who has over
30 years experience in the industry. We will be there to support you along the way – and together we
will help you make the journey to build a successful and profitable business. What we need from you is the
commitment and determination to succeed, the drive to build a successful business and a real passion and
enthusiasm for the Dove Spa brand and what we stand for.




Sue Shepherd
Managing Director, Dove Spa UK




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                                                                                                               ABOUT US
ABOUT US
OUR STORY
Our consumer research in the UK and Canada showed that many people are intimidated by spas and often
confused by the treatments offered. The research also showed that the intrinsic values of Dove – honesty and
approachability – provided a great basis for a spa brand. Dove’s Campaign for Real Beauty’, which is based
on the insight that many women feel alienated from the values and images of some beauty brands, was seen
as providing a distinctive and attractive positioning for a neighbourhood spa.

Following an investment by Unilever Ventures in 2004 came the opportunity to turn the research into reality.

The challenge was set: To design a Spa and Professional Product Line that stood out in the market and
reflected the values of the Dove brand: Honesty, Approachability, Professionalism, Welcoming, Trust.

OUR BRAND
Dove Spa is an exciting and innovative concept in beauty therapy which lets women experience treatments that
they really want. In welcoming spas and salons, Dove Spa offers an honest and personal approach to health
and beauty, which cuts through many of the illusions and myths that surround beauty and skincare today.

At Dove Spa our philosophy is simple; we want to make more women feel beautiful every day by
inspiring them to take greater care of themselves. At Dove Spa we develop professional skincare and
treatments to deliver a positive difference for real women.



    At Dove Spa we
    develop professional
    skincare and treatments
    to deliver a positive
    difference for real
    women.

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Three fundamentals of our brand are:




                                                                                                               ABOUT US
                    Professional Expertise
                    •	 Honest and professional skincare therapists, referred to as Skin
                       Care Experts
                    •	 Professional analysis of skin combining technology-based
                       diagnostic tools and therapist knowledge

                    Professional Treatments
                    •	 Providing skincare programmes and treatments that deliver real
                       results
                    •	 Using the latest results-driven technologies to maximise
                       treatment benefits

                    Professional Products
                    •	   Effective products that provide a perceivable benefit to the skin
                    •	   Proven ingredients at high concentrations
                    •	   Used in salon treatments and homecare
                    •	   Used by professionals, recommended by press and loved by real women


The brand has achieved considerable PR success from a devoted press and consumer following, with
subsequent coverage across all key medias including popular women’s magazines, online articles and beauty
consumer blogs. Reader Competitions feature in the PR programme, targeting high profile consumer titles such
as Grazia, OK and Closer. Coverage about our salons, therapist awards & achievements, product awards,
our management teams etc. feature frequently in national and regional consumer and trade press. Affiliate
associations include the Spa Business Association, Cosmetic Executive Women (CEW) and the Institute of
Directors (IOD).

OUR TREATMENTS & PRODUCTS
Using the latest in beauty technology, Dove Spa offers a full range of professional treatments including our
unique skin diagnostic, customised facials, massages, manicures, pedicures, waxing, IPL hair removal, skin
rejuvenation and holistic therapies. At Dove Spa we understand that everyone is unique and we treat each and
every guest individually, providing professional and clear advice based on their skin’s needs.

To accompany the treatment care, Dove Spa has designed an inspirational range of nine collections for the
face and body, delivering honest and uncompromising performance with real beauty benefits. The Dove Spa
Collections are a range of professional products that meet our guests’ needs in delightful, rewarding ways.


Our products:
1. Are based on the philosophy of the Dove parent brand and only include ingredients which we trust will
   cleanse, moisturise, protect or improve the skin’s condition, as well as making each and every product a
   pleasure to use.

2. Are founded by leveraging the technology from one of the world’s largest skin care companies - Dove
   Spa product formulations have been designed with access to the knowledge and innovation of Unilever’s
   Global Skincare Research Institutes.

3. Contain specific ingredients that are known to deliver key benefits to the skin. All products are
   dermatologist tested.
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                                                                                                                  OUR FRANCHISE PARTNER PROGRAMME
OUR FRANCHISE
PARTNER PROGRAMME
Dove Spa (UK) is a subsidiary of Spa and Salon International Ltd (SSI Ltd) – an established operator in the
international spa and salon industry with 47 sites across 4 countries. The Group has considerable experience in
opening and operating spas – both via conversion of existing salons (25 sites) and new builds (22 sites)

In the UK, we now have 26 sites, with 13 Dove Spa salons and 10 Dove Spa concessions at Virgin Active gyms

Dove Spa UK is looking for dynamic and committed individuals to work with in its franchise operation in
the UK. We are looking for individuals who relish the challenge of something new and who, are not only
interested in running a successful salon operation but who would also like to make their mark in a national
corporation whose vision is to be the industry leader.

You may already have an existing salon business that you would be interested in converting to the Dove Spa
brand or you may be considering branching out on your own – either as a standalone operation or as a
concession in a gym or hotel. Whichever applies, we would be interested in talking to you.

Below are some of the things that you can expect from working with us. If after reading this brochure, you are
interested in the opportunity, please contact us at franchise@dovespa.co.uk or Tel: 0844 875 1575.




    Dove Spa UK is
    looking for dynamic
    and committed
    individuals to work
    with in its franchise
    operation in the UK.


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THERE ARE SEVERAL BENEFITS OF BEING A DOVE SPA FRANCHISE




                                                                                                  OUR FRANCHISE PARTNER PROGRAMME
PARTNER, INCLUDING:

•	 Competitive discounts on product and       •	 Superior Dove Spa training programmes
   equipment supplies as befits the buying       covering product knowledge, treatment
   power of a large national salon chain         protocols, guest service, selling and
                                                 management skills
•	 Expertise of a leadership team with a
   wealth of industry knowledge and over      •	 Access to exclusive Dove Spa treatment
   30 years of operational experience            protocols and product range

•	 Professional skills of a dedicated         •	 An operating system that allows you to
   Marketing Team                                maintain good control over your business

•	 High quality, high impact corporate,       •	 Demographic profiling of new salon
   brand and launch campaign marketing/          locations to add scientific support to our
   activities                                    retail experience

•	 Support from a reputable PR agency         •	 In-house salon planning and design
                                                 service to deliver fully costed, detailed site
•	 Presence on our UK company website            design and layout plans to an approved
   and inclusion in digital marketing            shopfitter
   activities with leading gift providers
   such as LastMinute.com, Spa Finders,       •	 Assistance in acquiring all the necessary
   Wahanda, Activity Superstore and Buy-         premises and trading licenses
   a-Gift. Dove Spa UK targets gift voucher
   redemptions of circa £1m per annum         •	 Expert guidance on initial opening order
                                                 quantities and optimum stock holdings
•	 Merchandising guidance

•	 Business development support from your
   Regional Manager




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                                                                                                                     OUR SUPPORT - TRAINING
OUR SUPPORT
TRAINING
At Dove Spa, our customers are our guests and we pride ourselves on offering an excellent service from the
moment our guest makes a booking through to the time they leave their Dove Spa.

•	 All Dove Spa Skin Care Experts must have an NVQ3 or equivalent qualification before they can offer
   Dove Spa treatments

•	 We have dedicated training support in the UK via the Dove Spa INSTITUTE

•	 We take training very seriously and require all individuals working at a Dove Spa salon to attend a
   comprehensive 6 day Dove Spa “start up” training programme in which they will learn about:
   The Dove Spa Brand Concept, Selling Skills, “Our Way” Guest Service Programme, Dove Spa
   Treatment protocols available, Dove Spa Product Knowledge and Technical/Equipment Training

•	 As part of the start-up training programme, a Dove Spa trainer will travel to your premises to provide
   on-site training

•	 A full suite of manuals and DVDs will be provided to supplement the training programmes

•	 Ongoing Dove Spa “new starter” training programmes will be avaliable for new members of your team
   at the Dove Spa Salon Support Centre in Guildford or other designated training centres in the UK

•	 As a Franchise Salon Manager, you will also receive 3 days of management training at the Dove Spa
   Salon Support Centre in Guildford. This will include training in the Dove Spa salon operating system, stock
   ordering and business reporting

•	 In addition to the training provided by our team, as a Dove Spa Franchise Partner, you will have access to
   a range of specialised training programmes run by 3rd parties

•	 Continuous learning is key to our vision to be trusted industry leaders:
      – All team members will be educated at the introduction of new products, new treatment protocols
      and new technology
      – Franchise Salon Managers will be coached in the management skills necessary to run and grow their business


    Our customers are
    our guests.
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WHAT TRAINING BENEFITS CAN MY TEAM AND I EXPECT AS A DOVE




                                                                                          OUR SUPPORT - TRAINING
SPA FRANCHISE PARTNER?
•	 Induction training for all salon team   •	 On site trainer availability at launch
   members
                                           •	 Access to professional knowledge and
•	 Management training                        support from a passionate Training
                                              Team, committed to the development of
•	 Continuous learning and education          industry-leading Skin Care Experts at
                                              Dove Spa
•	 Support materials in form of DVDs,
   manuals and protocols




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MARKETING AND PROMOTIONS




                                                                                                              OUR SUPPORT - MARKETING & PROMOTIONS
Our marketing strategy for both company-owned and franchise Dove Spas is to continue to develop the Dove
Spa brand in ways that drive revenue/ profit growth, as well as developing brand awareness on a global,
national and local level. Activities to support these objectives include:

•	 An Annual Marketing Calendar: including 4 Seasonal (primary) campaigns with exclusively designed
   treatments for face or body, and 8-12 secondary campaigns that would typically include product
   promotions, Valentine’s Day, Mother’s Day, Easter etc. and joint supplier promotions

•	 Joint promotions with reputable brands of complementary treatments, e.g. highly successful Spray
   Tan campaign in partnership with St Tropez, IPL promotion in partnership with Cyden and Summer ‘09
   campaign in association with Tisserand Aromatherapy

•	 Public Relations: consumer, trade and industry PR

•	 National magazine promotions within high profile consumer titles such as Grazia, Essentials, OK magazine

•	 Local advertising programmes to drive traffic and generate awareness

•	 Corporate collateral with a benefits scheme for approved corporate partner

•	 Loyalty schemes: Guest Cards and Dove Spa Membership Club

•	 Branded tool kit of additional POS and merchandising materials

•	 Association with sister brand, Dove; pioneering ‘Campaign for Real Beauty’ activity, large scale
   advertising campaigns and a constantly evolving beauty portfolio

•	 Online marketing: UK company website www.dovespa.co.uk with homepages also available in North
   America and Europe, active Social Marketing in the form of Facebook, Twitter and beauty blogs

•	 Digital Partnerships: Dove Spa works with leading gift providers such as LastMinute.com, Spa Finders,
   Wahanda, Activity Superstore and Buy-a-Gift. Dove Spa UK targets gift vouchers redemptions of circa
   £1m pa



    High impact, high
    quality marketing
    campaigns supported by
    national PR coverage.
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WHAT MARKETING BENEFITS CAN I EXPECT AS A DOVE SPA




                                                                                                 OUR SUPPORT - MARKETING & PROMOTIONS
FRANCHISE PARTNER?
•	 High quality, high impact POS campaigns     •	 Inclusion in print, digital and corporate PR
   to drive footfall to your salon and guest      communications
   commitment
                                               •	 Listing in regional and trade advertising
•	 Salon launch and post launch campaign;
   tailor-made to your salon opening           •	 Your own Salon Page on our company
   and local requirements. Professionally         website; regularly updated with
   developed by the Marketing Team and            promotions, recruitment and news
   supported by PR and the Events teams
                                            •	 Instant company profile; inherent
•	 Dedicated and skilled Marketing Team        consumer trust and quality reassurance
                                               from association with an international spa
•	 Access to reputable PR agency with brand    brand and our sister brand, Dove
   and salon listing coverage




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THE SUPPLY CHAIN NETWORK: PRODUCTS




                                                                                                                     OUR SUPPORT - THE SUPPLY CHAIN NETWORK
•	 As a Dove Spa Franchise Partner, you will be provided with a list of approved Dove Spa suppliers for both
   retail and professional product lines

•	 As a multi-site, international chain, Dove Spa benefits from prices that would not be available to an
   independent single site operator. As a member of the Dove Spa network, you would benefit from this

•	 As a Dove Spa Franchise Partner, you will stock leading international brands including: Dove Spa, Dove
   Spa Essentials, Leighton Denny and St Tropez

•	 In addition, a number of discretionary product lines will be available to address specific seasonal or
   promotional opportunities (e.g. Christmas gift lines)

•	 Franchise Partners place orders for all Dove Spa branded lines with our Guildford Salon Support Centre

•	 Franchise Partners place orders for all 3rd party lines direct with the suppliers, on terms that will have been
   pre-negotiated by Dove Spa on your behalf




    Access to the buying
    power of a multi-site,
    international
    spa chain.




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EQUIPMENT




                                                                                                                    OUR SUPPORT - THE SUPPLY CHAIN NETWORK
•	 As a multi-site, international chain, Dove Spa benefits from prices that would not be available to an
   independent single site operator. As a member of the Dove Spa network, you would benefit from this

•	 Dove Spa Franchise Partners place orders for key professional equipment with our Salon Support
   Centre, such as: CACi Ultimate (facials & body treatments), Cyden (IPL), St Tropez (spray tan) and Health
   Diagnostics (skin diagnostics)

•	 Ongoing maintenance contracts will be between the Franchise Partner and equipment supplier direct

•	 It will be the responsibility of the Dove Spa Franchise Partner to ensure that all necessary licensing permits
   are in place to perform treatments with the equipment. Experienced members of the Dove Spa Team will
   be available to assist with any queries


WHAT SUPPLY CHAIN BENEFITS CAN I EXPECT AS A DOVE SPA
FRANCHISE PARTNER?
As a member of the reputable Dove Spa
multi-site network, you will benefit from:

•	 Competitive discounts on 3rd party retail             •	 Partnerships with industry-leading
   and professional products                                technology and beauty brands

•	 Competitive discounts and priority                    •	 Operational support from experienced
   contracts on professional equipment                      colleagues at our Salon Support Centre




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                                                                                                             FINANCES
FINANCES
As well as passion and enthusiasm for the Dove Spa brand and beauty industry in general, our Franchise
Partners will need to be able to access funds of circa £110,000 - £150,000 (excl. VAT) for a Conversion or
£325,000 - £400,000 (excl. VAT) for a Greenfield. This includes:

INITIAL INVESTMENT:
•	 Initial Franchise Fee of £20,000 (excl. VAT) that covers:
        – Site Design Services
        – Marketing Launch Materials and Organised Launch Event
        – Starter set of Dove Spa branded and corporate marketing and merchandising materials
        – On-site training for therapists
        – Off-site training for manager
        – Starter set of Dove Spa branded uniforms
        – Starter set of Dove Spa towels

•	 Salon Fitout / Refurbishment costs of circa £50,000 - £75,000 (excl. VAT) for a Conversion or
   £250,000 - £300,000 for a Greenfield. Costs will vary with the size and condition of the premises.
   These figures are based on a 2,000 sq foot/5 treatment room salon

•	 Professional Equipment of circa £30,000 - £35,000 (excl. VAT) for a Conversion or £40,000 for a
   Greenfield. This includes:
      – 2 Dove Spa/CACi Ultimate machines (facial & body treatments)
      – 1 Cyden IPL i 200 machine (hair removal and skin rejuvenation)
      – 1 Dove Spa Diagnostics machine/software
      – 1 St Tropez machine (spray tan)

•	 Stock order for Dove Spa and associated 3rd party lines of circa £10,000 - £15,000 (excl. VAT)
   (variable with the size of salon/starting turnover)

•	 Working capital commitments (e.g. legal fees, etc)



    We work with you to
    develop financial plans
    and investment case.

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ONGOING FEES:




                                                                                                                  FINANCES
•	 Management Fee pa: 6% of Gross Turnover less VAT
     To cover:
     – Business support and management development in the form of regular on-site meetings from a Dove
       Spa Regional Manager
     – Meetings/conferences with Dove Spa management team
     – Training materials associated with new protocol and product launches
     – Mystery Shops, etc

•	 Marketing Fee pa: 2% of Gross Turnover less VAT
     To cover:
     – Consumer, trade and industry PR support
     – National magazine promotions
     – On-line marketing via Dove Spa website and our digital partners

•	 Marketing Campaigns pa: £2,250 - £4,450. (excl. VAT) to cover:
     – Marketing materials for 4 primary campaigns and 8 secondary campaigns
     – Retail POS for all new product launches (circa 4 pa)
     – Retail POS for 12 “Product of the Month”
     – Plus associated website and PR support
     – Access to skills of experienced Marketing Team for development of copy/artwork for local
       advertising

The Marketing Campaign fee is on a tiered structure that varies with the amount of POS space in an
individual salon – e.g. higher fee allows for more posters, etc to support larger window space.

BUSINESS PROJECTIONS:
Following on from our first meeting, we will be happy to disclose more detailed financial information that will
enable you and your advisers to build a business plan.

We can introduce you to a number of high street banks with franchise experience and work with you to
develop financial plans and investment case.




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                                                                                                                     FAQs
FAQs
Over the following 2 pages, we have tried to answer some of the key questions that you may have about
franchise opportunities with Dove Spa.

How do I become a Dove Spa Franchise Partner?
If you have a trading salon and are interested in becoming a Dove Spa Franchise Partner then the first
step is to fill in our standard Franchise Conversion Application Form. This will ask you for basic information
such as size of salon, number of treatment rooms, retail and professional brands and current turnover and
contribution. Our minimum criterion is a salon footprint of 2,000 sq ft/5 treatment rooms plus retail area.
The form can be downloaded at www.dovespa.co.uk or a copy can be obtained by contacting our Dove
Spa Brand Development Team at franchise@dovespa.co.uk or Tel: 0844 875 1575.

If you don’t currently have a salon, please contact a member of the Dove Spa Brand Development Team at
franchise@dovespa.co.uk or Tel: 0844 875 1575 and he or she will be able to provide you with advice
on locating suitable empty shop premises either for sale or for lease.

How long is the Franchise Agreement?
10 years.

What franchise areas/territories are available?
We are currently only considering applications for sites within the UK.

When considering applications for new salons, will the company take care to protect the
interests of existing salon owners?
The simple answer is that, within reason, yes we will. If a potential salon is located where it would affect the
trade of an existing franchisee then the application for the new salon would be declined. Generally, we won’t
put a Dove Spa within a 12-minute drive time of an existing salon.

Does Dove Spa offer any financial assistance?
No, but we can introduce you to a number of high street banks with franchise experience and work with you
to develop financial plans and an investment case.

What happens about shop fitting and/or refurbishing the salon?
A Dove Spa Franchise Salon Design Toolkit will be made available. This provides specifications for signature brand
elements as well as technical drawings and photographic examples. The Dove Spa Property Team will work with
the Franchise Partner and a Quantity Surveyor to draw up detailed, costed site design and layout plans in line
with the above Toolkit. The Franchise Partner will then use these to brief their Dove Spa approved Shopfitter. The
Dove Spa Property Team will be available to assist with any questions and to sign off key stages of the build, or
refurbishment process, on a regular basis.



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Must all stock items be purchased from Dove Spa UK or from our approved suppliers?




                                                                                                                                                          FAQs
Yes. Dove Spa products come from our Glasgow warehouse and orders will be placed via our Salon Support
Centre in Guildford. For 3rd party lines, a franchisee will place orders directly with the supplier – prices will be
on Dove Spa pre-negotiated Group terms. The use of non-approved suppliers is not permitted.

If I am a salon operator with 3rd party product lines that are not part of the Dove Spa
defined list, will I be allowed to continue using/selling these other line?
Treatments must move across to the Dove Spa approved offer upon conversion. For non-approved 3rd party retail
product lines, we will work with you to agree an appropriate strategy including plans to sell through excess stock.

As a Franchise Partner do I share in any sales via the internet?
You will be reimbursed for any gift vouchers/treatments that are purchased online but are then redeemed at
your salon.

Can Dove Spa UK offer me lower invoice prices than I currently pay?
With the buying power of a multi-site, international chain, Dove Spa benefits from prices that would not be
available to an independent single site operator. As a member of the Dove Spa network, you will benefit from this.

Is it possible to retain my current salon operating system and simply input the franchise retail
promotional package?
Regrettably the answer is no – it will be necessary for your current system to be replaced although existing
hardware can probably be retained.

Can the salon operating system provide me with full stock control, stock valuation, sales analysis,
key guest metrics, time and attendance management and electronic front-of-house booking?
Yes.

Will there be any training programmes available after initial launch?
Yes – ongoing Dove Spa “new starter” training programmes will be available for new members of your team at
the Dove Spa Salon Support Centre in Guildford or other designated training centres in the UK. These will be
subject to available space. In addition to the training provided by our Team, as a Dove Spa Franchise Partner,
you will have access to a range of specialised training programmes run by 3rd parties. These will be charged
on a cost per person basis and will be subject to available space.

Will I have to work full-time in the business?
No but if you aren’t going to work full-time in the salon then you will be required to employ a pre-approved,
full-time salon manager.

Is Dove Spa UK a member of the BFA?
Not yet but our application is pending.

Will I be able to sell my franchise?
Yes – at Dove Spa, we believe in actively encouraging and supporting our Franchise Partners to develop
successful, profitable businesses that can be sold in the future subject to pre-agreed terms.
Note: All figures provided within this brochure are based on average achievements of stores within the group and on realistic aspirations, but they are
for illustrative purposes only and in no way constitute a guarantee of performance.

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                                                                                                                 NEXT STEPS
NEXT STEPS
Having spent a lot of time developing our Franchise Partner Programme, we take great care during the
recruitment process to ensure that the opportunity is right for all concerned.

There are a number of key qualities that we are looking for in a Franchise Partner:
       – Good interpersonal skills
       – A commitment to excellent guest service and high standards
       – Self-motivation
       – An ability to organise your daily routines to achieve your financial goals
       – Business awareness – you will be running your own business and will need to be able to organise,
         plan, resolve difficult situations and take hard decisions

To start the process, we ask you to complete the Franchise Conversion Application Form that asks for some
basic information about you and your business. Based on the information you supply, we may then arrange a
meeting to find out more about you and your business and for you to ask any questions you may have of us.

Following the signing of a Confidentiality Agreement, we will then engage in a more detailed financial
discussion. We will provide you and your advisers with a Business Planning Kit including financial information
on Dove Spa. This will enable you to model the financial impact of converting your business to a Dove Spa
Salon (or, in the case of a Greenfield, starting from scratch). We can even set up an “Experience Day” to show
you how our salons operate and the standards of guest care that we expect.

Subject to adequate funding in place, we will approve the business plan and then action the completion of the
legal agreement. With this in place, we will work with you to develop an action plan covering all the steps up
to launch – including the site refurbishment process, staff training and marketing launch programme.



    We take great care
    during the recruitment
    process to ensure that
    the opportunity is right
    for all concerned.

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                                                                                                                 APPENDIX A - THE DOVE SPA ENVIRONMENT
APPENDIX A
THE DOVE SPA ENVIRONMENT
Dove Spa seeks to be a part of our guests’ beauty regime, rather than a one-off destination experience. We
therefore seek neighbourhood rather than flagship locations which are convenient to visit and close to where
potential guests live.

In clean, neutral and uncluttered spaces with touches of indulgence throughout, Dove Spa provides a full range
of treatments and products to inspire women to take great care of themselves.

Contemporary minimalism coupled with warm comfort is the salon design template for all Dove Spas
internationally. With a minimum of 2000sq ft and 5 treatment rooms, spray tan and an eye-catching retail
area, the salon design standard combines functionality with elegance, providing an environment in which our
guests can relax and enjoy their treatment.

Communication of the brand is critical in the salon space. In-salon graphics reference the ‘Campaign for
Real Beauty’ and ‘beauty truths’ feature on main walls and stairwells. Guest testimonials are displayed on a
community ‘message board’.




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                                                                                                                  APPENDIX B - OUR GLOBAL COMPANY
APPENDIX B
OUR GLOBAL COMPANY
Dove Spa (UK) is a subsidiary of Spa and Salon International Ltd (SSI Ltd). This company has its roots in two
countries, Spain and the UK and was formed in January 2007. The original UK company, Serve Investments
Limited (SIL) purchased its first beauty salon early in 2000. Since then the UK business has expanded rapidly
and now has 26 sites, including 13 Dove Spa salons and 10 concessions at Virgin Active gyms.

SSI is funded by Unilever Ventures, Verlinvest and a number of other investors including the Chairman and the
original founders. Unilever plc has licensed the Dove Spa brand exclusively to SSI.

After the successful launch of Dove Spa retail products and treatments in 2 salons during 2006, the Company
secured significant investment in January 2007. This provided funds to expand in the UK and enter new
markets. As the first part of this strategy, the Group acquired the Pond’s Institute Beauty Centres business in
Spain. The Spanish operation now has 17 salons across 4 cities. In November 2007, SSI opened its first 2 Pond’s
Institute Beauty Centres in Mexico and has since opened 2 Dove Spas in Toronto, Canada.

Spa and Salon International Ltd, now has 47 salons in 4 international markets.




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                                                                                                                            APPENDIX C - PR COVERAGE
APPENDIX C
PR COVERAGE
                                 AWARD                                   AWARD                                   AWARD




 REVIVAL REGENERATING                     OLIVE AWARDS 2008                      PROFESSIONAL BEAUTY
 NIGHT CREAM                              Dove Spa won two out of the three      MANAGER OF THE YEAR 2008
 Essentials Magazine                      categories recognising the company     Dove Spa Hale Barns salon manager
 ‘Recognition’ was awarded ‘readers       and brand as one of the best to work   won the award, judged on her
 favourite’ night cream for Best Beauty   for in the Heath & Beauty Industry.    management skills, operational flair and
 Essential Awards 2008.                                                          customer and market focus.




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                                         APPENDIX D - DOVE SPA TREATMENTS
APPENDIX D
DOVE SPA TREATMENTS




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