MILK Beauty

Idea

Introduction

Beauty that delivers

MILK Beauty is redefining how and when people experience beauty treatments — taking it from the high street to wherever they are.
From massages, to manicures, pedicures, waxing, facials and tanning services, we’re there in customers’ homes, their offices, hotels and events anywhere across London, every day until late.

You-shaped treatments

We’re built on a reputation as the ‘perfect house guest’ through a one-of-a-kind operating model.

With every trained therapist graduating from our in-house MILK Training Academy, we’re ensuring our service standards are consistently high. Thanks to our three hubs across London, therapists arrive swiftly, and treatments are delivered personally and professionally.

Intended impact

“The really attractive aspect of this treatment was the easy click-and-book facility, and having someone coming to me and fitting in with my schedule. Thumbs up.”

Beauty is a lifestyle service

Just like dry cleaning, shoe repairs or taking a taxi — beauty is another essential lifestyle service for busy women.

Hassle-free, great service quality, MILK Beauty is there to flex to today’s lifestyle demands.

Traditionally, booking beauty services at a salon meant leaving work early or at a set moment for a time-consuming commute, or if you’re a parent, finding someone to look after your children. In short — the fixed beauty salon just doesn't fit into urban consumers’ demanding lives.

Click, book, we deliver

MILK Beauty offers high-quality beauty services to people’s door wherever they are and at a time that’s most convenient to them.
Treatments take place in the comfort of a client's home, the office or a hotel, or wherever needed — eliminating the need for a busy commute or expensive childcare.

Our services are booked and paid for online. In a few clicks, and in just an hour, a therapist can be with the client.

Beauty on everyone’s terms

The positive impact of MILK Beauty is already being felt. We’re at the sweet spot between having gained fantastic reviews from everyone from the Telegraph to Tatler and a loyal customer base. We’re now ready to take it to the next level – offering more, deepening relationships and growing with purpose.

Substantial accomplishments to date

The gold standard of service excellence

Our commitment to high standards has built us an enviable client list. From royalty and pop stars, to FTSE 100 CEOs and multinationals, we’ve consistently grown our reputation.

We have been named as Tatler's Best Mobile Massage Service of 2015 and featured in Time Out's Best Nail Services.

Our accomplishments, so far —

• Consistent quarterly revenue growth*

• 2015 YTD average quarterly revenue growth of 43%*

• Developed an engaged customer list. Our email open rates are 63.2% above the industry average

• Client retention rates are 57 %, significantly higher than industry average of 40%

• Our average feedback during 2015 was 4.8 out of 5 from all our clients

• We’ve established the industry-leading MILK Training Academy

• A top-tier management team and an operational framework to enable rapid growth

*Unaudited accounts

Monetisation strategy

We’re ready to grow

Throughout 2015, we’ve built, practised and refined what we do. We’ve proven we can consistently deliver exceptional services. In 2016 and beyond, we’ll be growing our model to scale — reaching more people and building the brand to new strengths.

Here’s how MILK Beauty will grow -

We have outstanding client retention

Our average client retention is 57%, compared to the 40% industry average. This ratio allows us to grow our customer volumes quicker than industry-average competitors.

We’re geared for operational efficiency

Over 2016, we will be developing our operations, focussing on smoothing efficiency at scale.

Our first step will be to grow client density near our hubs. In Q1, 2016 we’ll have four hubs in each corner of London. Our therapists start and end their days at these hubs, where they pick up equipment and then travel to clients within the locality of these hubs.

We’re streamlining processes

The MILK Training curriculum will arm our therapists with the skills to further client trust and entice our clients to try more of our services — this should lead to an increase in visit durations and product purchases.

We’re optimising our own technology

Our new booking system, developed in-house, will be launched by Christmas 2015. We own our technology platform, so it’s ours to refine and perfect. We’ll be testing and learning how to ‘nudge’ our consumer behaviour through data and CRM practices. We’ll also focus on making visits more streamlined — allocating therapists to client locations using our smart technology.

Use of proceeds

“We are passionate about MILK and have loved growing the business. We are now inviting you to be part of the next stage in our exciting journey.”

Lucy Patterson, Managing Director and Founder of MILK Beauty.

The blueprint for growth

We’ve already drawn up a ‘Best in Sector’ template for delivering excellent client service. It’s now time to fundraise to kick start our next growth phase, to scale.

Our actions for 2016 —

• Scale a targeted customer-acquisition campaign

An accelerated marketing campaign will drive trials in places closest to our hubs. This will enable us to reach scale efficiently and quickly.

• Build on our operating model

We want to invest in our operational framework to be even more efficient. We’re going to optimise the margin by extending our client visit durations and opportunities for up- and cross-selling.

We also want to enrich the mix of freelance and employed therapists to reduce our drive times to our clients’ treatment locations.

Taking it to the next level

We’ll build more awareness of the MILK Beauty brand across London through continued excellent press coverage, a key influencer campaign, and tactical brand partnerships.