Refusing Adversity with Chelle Neff
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Photo Credit: chelle neff
Chelle Neff is the founder and CEO of Austin Salon Urban Betty. She began her career at a young age and opened her first salon in 2005. She is an award-winning stylist and entrepreneur with a recently honored as Austin Chamber’s A-List Winner.
Can you tell our readers about your background?
I embarked on an incredible journey as an entrepreneur, starting my career as a salon employee and ultimately establishing the Urban Betty Salon. Since I was young, I knew that doing hair was my calling. At sixteen, I eagerly seized the opportunity to enroll in cosmetology school while still in high school, and this unique experience allowed me to pursue my true passion.
During my junior and senior years, I attended regular classes in the morning and spent my afternoons at cosmetology school. It was a balancing act, but I was determined to lay the groundwork for my future. After obtaining my license, I began my professional journey at Supercuts. Over time, I gradually transitioned to more upscale salons, constantly striving for growth and advancement.
Five years later, I took a significant step towards running my own business. I secured a small suite at Gallery of Salons in Austin, Texas, and became an independent contractor. This was my first taste of entrepreneurship, a pivotal moment that fueled my ambition. In 2005, Urban Betty was born, and it has since flourished, expanding to two locations and boasting a team of over 90 talented employees and a third location opening this fall!
What inspired you to start your business?
After working at several poorly managed salons, I couldn't shake the feeling that I was destined to open my own salon company one day. Determined to create a better environment than I experienced, I set out on a path of entrepreneurship.
After six years of nurturing the dream, I launched urbanbetty.com in 2002 to showcase my work. "Betty" pays homage to my grandmother, who inspired me. The website catalyzed Urban Betty, which emerged as a full-service brick-and-mortar salon in 2005.
Urban Betty represents my vision for an exceptional salon, surpassing past mediocrity. It provides clients and hairstylists with a nurturing and inspiring space where passion and creativity thrive.
Where is your business based?
The great and fun city of Austin, Texas.
How did you start your business? What were the first steps you took?
In 2005, I took a leap of faith and opened Urban Betty, transitioning from a salon suite to a brick-and-mortar establishment. With one contractor and over ten hair stations, the salon quickly gained momentum. Within six months, I hired my first employee, and over six years; the team grew to about thirteen individuals, a mix of employees and contractors.
Seeking further expansion, we moved to a larger space, doubling our capacity. As part of our evolution, I phased out the contractors, transforming Urban Betty into a commission-based employee salon. Today, 18 years later, we proudly operate two thriving locations, with another on the way, and employ a team of 90 talented individuals.
In the early days, I faced challenges, initially running the salon alone and later with just one hairstylist/contractor. However, hiring employees proved more profitable, prompting me to transition away from contractors over six years. This shift paved the way for Urban Betty's success as a 100% commission-based salon.
Urban Betty's journey showcases resilience and determination in the salon industry. We remain committed to growth, innovation, and creating a supportive environment. With each passing year, we shape the future of Urban Betty, leaving our mark on the industry.
What has been the most effective way of raising awareness for your business?
Urban Betty embraces the need to adapt in an industry shaped by social media, technology, and the desire for stylistic freedom. Staying current with trends and constantly educating ourselves on new technologies and social media platforms has become our mantra. We seize every opportunity to learn and network at industry events focused on shaping the future.
Our Instagram presence has proven to be the most effective way of raising awareness about our salon. With almost fifty thousand followers, it is a vibrant community where guests, stylists, and prospective customers converge. We showcase our stylists' work, inspire hair, and communicate our brand effectively. The success of our Instagram directly impacts the success of our business.
By adapting to change, embracing social media, and harnessing technology, Urban Betty remains at the forefront of the beauty industry, connecting with our audience and ensuring our continued success.
What have been your biggest challenges and how did you overcome them?
2020 presented the salon industry with an unprecedented challenge—the COVID-19 pandemic. Like many others, Urban Betty was significantly impacted, and we faced our biggest challenge. We were forced to close our doors for two long months while sadly witnessing the permanent closure of numerous salons across the industry.
However, we refused to let adversity define us. Instead, we learned, adapted, and thrived in the face of hardship. We optimized our productivity by meticulously cutting our budget and implementing innovative measures, such as split shifts and extended operating hours seven days a week, for 13 hours a day.
2021 became a turning point for Urban Betty as we shattered records and emerged stronger than ever. The experience of navigating the pandemic provided valuable insights into running a more efficient salon company. It compelled us to adjust quickly, assess our fixed costs, and utilize our savings to keep the business afloat. We now understand what it takes to sustain and maintain our salon operations, instilling deep confidence that we can weather any storm.
How do you stay focused?
Running a successful salon demands passion, creativity, and unwavering focus. As the owner of Urban Betty Salon, I have discovered essential strategies that help me maintain clarity and concentration amidst the demands of the industry. Here are my top suggestions:
Delegating and Empowering: Recognizing the importance of delegation is essential for maintaining focus as a salon owner. I have learned to trust and empower my team members, effectively assigning tasks and responsibilities to qualified individuals. Delegating tasks frees up my time and allows me to concentrate on strategic initiatives and areas where my expertise is most valuable. To combat overwhelm and burnout, I decided to hire an admin assistant. Instead of hiring someone new, I realized I had talented individuals already working at Urban Betty. I approached one of the brilliant women from our front desk team, and she now works about 6 hours per week. To maintain privacy, I created a separate user profile on an iMac in our office that grants her access to what I need help with without compromising my personal computer.
Continuous Learning and Industry Engagement: Staying at the forefront of the ever-evolving salon industry requires dedication to continuous learning and industry engagement. I proactively seek opportunities to expand my knowledge by attending industry events, participating in workshops, and staying up-to-date with emerging trends and technologies. Last year, I joined the Mike Michalowicz Clockwork Accelerator program, which has been an incredible learning experience. If you haven't heard of it, I highly recommend looking it up! It's a game-changer for overworked entrepreneurs seeking to streamline their businesses. This program aligns with my dream of having a company that can run itself, and as a reward, I plan to take one month off.
Self-Care and Well-being: Maintaining focus is closely tied to self-care and well-being. I understand the importance of caring for my physical and mental health to sustain optimal focus and productivity. Regular exercise, mindfulness practices, and cultivating a healthy work-life balance are integral parts of my routine. By prioritizing self-care, I approach each day with renewed energy and a clear mind.
Adapting to Change: Adaptability is crucial in the dynamic salon business. I embrace change with an open mindset, viewing it as an opportunity for growth rather than a hindrance. By staying adaptable and flexible, I can navigate unexpected challenges and capitalize on emerging trends, ensuring that Urban Betty Salon remains at the forefront of the industry.
How do you differentiate your business from the competition?
You rarely see private-owned salons or spas open with multiple locations, especially in this industry of service. We’re preparing to open our third salon location in Round Rock. We also not only focus on hair but also esthetics and skin care, so now we have multiple pairs of estheticians’ hands that are skilled and eager to provide care and relaxing skin-care service. We are a very diverse pot of stylists, specialists, and all-women. We are many unique, separate pieces forming one complete puzzle.
What has been your most effective marketing strategy to grow your business?
At Urban Betty Salon, we have discovered the power of showcasing real people and their stories through our social media and website. One of our most successful marketing campaigns is our "Betty of the Week" posts, featuring exceptional individuals who have gone above and beyond in their roles. In addition to highlighting our employees, we began celebrating other salon owners making a difference in the industry. Our goal was to support our staff and raise awareness about the impactful work happening across the salon community.
Once we select a "Betty of the Week," we organize a photo shoot at a chosen location. We then send them a series of questions about their background, hobbies, and the all-important question: what superpower would they choose? These posts are shared not only on our Instagram feed but also in our stories and website blog.
The response to these posts has been overwhelming. We were pleasantly surprised by the level of engagement and connection they have fostered. Our audience craves more than just glimpses of the back of someone's head; they want to feel like a part of the community and truly get to know us personally.
On average, our "Betty of the Week" posts reach approximately 800 accounts and generate over 1000 impressions. These numbers reflect the strong impact of showcasing real people and sharing their stories. We have fostered a sense of community and engagement beyond the typical salon experience by embracing authenticity and human connection.
At Urban Betty Salon, we understand people want to connect with genuine individuals and be part of a larger narrative. Through our "Betty of the Week" campaign, we have found a way to build meaningful connections, celebrate industry professionals, and engage our audience on a deeper level. We will continue prioritizing authenticity and human connection as we strive to create an inclusive and vibrant salon community.
What's your best piece of advice for aspiring and new entrepreneurs?
When it comes to owning a salon, my advice is to consider purchasing commercial real estate instead of renting. While my first store was a rental due to my initial circumstances, I quickly realized the benefits of owning the property. I decided to invest in commercial real estate for my second and third locations. I recommend working with a broker who can help you explore the available options in the market. Even if you need more time to be ready to purchase, starting looking and setting the intention is always beneficial.
Buying commercial real estate is a smart business move and an excellent investment for your future and retirement. By owning the property, you can generate rental income even if you sell the salon business in the future. Additionally, if circumstances change or the market value increases, you have the flexibility to sell the property for a profit.
Investing in commercial real estate provides financial stability and long-term benefits. It offers a sense of security and control over your salon's physical location while creating opportunities for additional income streams. Feel free to explore this option and consult with professionals who can guide you through the process.
What's your favorite app, blog, and book? Why?
Fierce Conversations by Susan Scott is a transformative book that has significantly impacted my business. In the early days, I found myself being approached by every employee with every question they had, which quickly became overwhelming. However, after attending the Fierce Conversations workshop in New York, I discovered a powerful tool called the Decision Tree that helped address this issue.
The Decision Tree is a system that categorizes decisions into four distinct levels:
Leaf Decisions: These are straightforward decisions where the employee can take action without reporting back.
Branch Decisions: Similar to Leaf Decisions, employees make the decision and act on it but also report back on their actions.
Trunk Decisions: For Trunk Decisions, employees make the decision but discuss it with me before taking any action.
Root Decisions: These decisions require a joint effort with input from multiple people, as they can significantly impact the organization. Making and implementing Root Decisions poorly could have detrimental effects.
To incorporate the Decision Tree into our operations, we now include it in our new employee orientation process. Each level of the Decision Tree is assigned to a different person within our management team, ensuring that employees understand who to approach for each type of decision.
By implementing the Decision Tree, we have created a clear framework for decision-making and empowered our employees to take ownership of their choices. This has alleviated the burden on me as the business owner and fostered a culture of accountability and autonomy within our organization.
What's your favorite business tool or resource? Why?
MYA has become an invaluable tool for our salon company. This unique feature, available on our website, allows new guests to take a survey and discover the perfect match among our service providers. It's like a personalized matchmaking service for both our guests and our stylists.
The survey is designed based on the principles of The 5 Love Languages, using this insightful framework to poll each person and understand their preferences. Our stylists have also taken the same quiz, creating a compatibility score that pairs each guest with the most suitable service providers.
When a guest finds a stylist they click with right away, it creates an instant connection and rapport. This positive initial experience greatly enhances the likelihood of them remaining loyal customers. By facilitating these strong matches, MYA helps us foster long-term relationships and provide exceptional service.
Not only does MYA streamline the guest experience by connecting them with compatible service providers, but it also showcases the bios of the recommended stylists. This additional information allows guests to learn more about their potential match, further building trust and confidence in our salon.
With MYA, we have seen an increase in guest satisfaction and retention. By leveraging the power of technology and the principles of The 5 Love Languages, we are enhancing the overall salon experience and creating lasting connections between our guests and our talented stylists.
Who is your business role model? Why?
The owner of Spanx, Sara Blakely, is my business role model for several reasons. Her entrepreneurial spirit, determination, and innovative approach inspire me and resonate deeply with my journey.
What draws me to Sara Blakely is her relatable story. Like me, she started from humble beginnings and faced challenges. She identified a problem in the market and came up with a unique solution, just as I strive to do in the salon industry. Her story reminds me that success is possible, even when faced with obstacles.
Sara's unwavering determination is another quality that I admire. She encountered numerous rejections and setbacks but never let them deter her. As a salon owner, I know setbacks and challenges are part of the journey. Sara's example motivates me to stay resilient and persist even in the face of adversity.
Innovation is key in the salon industry, and Sara Blakely's innovative thinking inspires me to push boundaries and think outside the box. She disrupted the undergarment industry with her unique product concept, and I aim to bring that same level of creativity and innovation to my salon. Whether introducing new services, adopting cutting-edge technologies, or creating a distinctive customer experience, Sara's example encourages me to embrace innovation and stand out.
Lastly, Sara Blakely embodies the entrepreneurial spirit that I strive to cultivate. She took risks, believed in her vision, and dared to pursue her dreams. As a salon owner, I understand the importance of embracing entrepreneurship and taking calculated risks to grow my business. Sara's entrepreneurial journey is a constant reminder to stay bold, take initiative, and seize opportunities.
How do you balance work and life?
In February 2021, I welcomed my son into my life through adoption, beginning a new chapter as a mother. Balancing work and parenting quickly became a significant challenge for me. After being on an adoption list for 1.5 years, my husband and I received three days' notice that our son had arrived. I had to adapt and take unplanned maternity leave for three months, which presented me with the task of finding harmony between family, life, and career.
One of my greatest struggles during this time was asking for help. I prioritized my family and told my staff that our management team would handle everything. I consciously stepped back from answering texts, emails, and other work-related tasks unless it was urgent. It was a learning experience that revealed the incredible capabilities of my team, who proved to be dedicated and talented rock stars.
I realized that achieving self-care, maintaining a balanced family life, and excelling in my career required the support of others. I had to overcome my reluctance to ask for assistance and learn to trust that it was okay even if someone didn't do things exactly as I would. Allowing people to make mistakes and learn from them was crucial. I discovered that most of the time, they were able to exceed my expectations and perform tasks even better than I could have imagined.
Through this journey, I have come to appreciate the power of collaboration and the importance of relying on a solid support system. Balancing work and family is an ongoing process, and I have learned that asking for help is not a sign of weakness but a way to foster growth and achieve success in all aspects of life.
What’s your favorite way to decompress?
As a salon owner, it's crucial to prioritize self-care in order to maintain a healthy work-life balance and overall well-being. In this article, I will share my personal experiences and effective strategies that have helped me decompress and find inner peace amidst the demands of salon ownership. By incorporating these practices into your routine, you can foster a sense of balance and recharge to enhance your professional and personal life.
Meditate:
One powerful practice to consider is meditation. Setting aside time for meditation once a week can work wonders, and the goal of daily meditation is worth aspiring to in the future. Even just 15 minutes of quiet reflection can help center your mind and bring a sense of calm. I personally mark dedicated time for meditation on my calendar every Monday from 10-10:15 am, ensuring it becomes a non-negotiable part of my routine.
Get in the Flow:
Engaging in activities that make you lose track of time is an excellent way to decompress. Find your personal flow activity, such as painting, writing, or playing an instrument. For me, painting has become a cherished outlet for creative expression and relaxation. By prioritizing this activity and dedicating at least one day per month to indulge in it, I have found immense joy and fulfillment.
Ditch the To-Do List:
Transitioning from a to-do list to a calendar-based approach can be a game-changer. Schedule every task, big or small, on your calendar instead of relying on lists. Whether it's grocery shopping, meditation, email management, or posting on social media, assign specific time slots. By eliminating the constant mental clutter of a to-do list, you can reduce stress and enhance productivity. Remember, if you can't complete a task, simply reschedule it for another day.
Schedule a Recharge Day:
Make it a priority to set aside a dedicated "recharge day" each month. Choose a day that suits you best, avoiding the usual Saturday or Sunday. On this day, block off your calendar and refuse any commitments that don't revolve around self-care. Prioritize activities that bring you happiness, peace, and rejuvenation. Whether it's a spa day, a nature walk, reading, or simply doing nothing, ensure the day is solely dedicated to your well-being.
What do you have planned for the next six months?
My six-month goal for Urban Betty is, first and foremost, to open our third location and make it a seamless process by documenting and uploading all of our salon systems and processes. By creating a comprehensive blueprint for our business, we aim to ensure consistency, efficiency, and scalability across all locations. This strategic initiative will optimize our operations and elevate the experience we provide to our clients. With standardized procedures, we can continue to grow and deliver exceptional services as we empower our team members and evolve in the industry.
How can our readers connect with you?
Facebook: https://facebook.com/urbanbettysalon
Instagram: https://www.instagram.com/urbanbetty/
LinkedIn: https://www.linkedin.com/in/urbanbetty/
Twitter: https://twitter.com/urbanbetty