How would a concept like mine do in Davis Square?

[neknockouts.livejournal.com]

I recently acquired the master franchise rights to a relatively new but fast growing salon concept called Knockouts®. 

It is a sports-themed franchised salon chain providing competitively-priced haircuts and other grooming services including coloring, massage therapy, facials, manicures, pedicures, and hair waxing. It caters specially to men by offering a pampering experience that is not available at other discount walk-in salons and without charging high-end salon prices.  

Each salon features specially-chosen staff of female stylists wearing Knockout Girls^® uniforms, large leather chairs fitted specially for men, individual flat screen TV's with a remote control at each station and complimentary beverages. The environment is upscale and professional yet casual and fun.

Since 2004, Knockouts has sold more than 123 franchised locations in thirteen states, including Arizona, Colorado, Georgia, Indiana, Pennsylvania, Missouri, Maine, Massachusetts, Missouri, New Hampshire, New Mexico, Texas and Vermont. The chain currently operates nine salons, with many more scheduled to open soon.  For more information, please visit our websites www.nekocorp.com and www.knockouts.net.

I'm looking into the possibility of putting my first location in Davis Square.  Do you think it would do well in Davis Square? Are there good locations available? Any input/comments would be welcomed and greatly appreciated.  Thanks...

Comments

Could you elaborate

[neknockouts.livejournal.com]

Thanks for the input. I have been to Davis Square, although I can't say I hang out there. I'm looking at possible locations more from a demographic population standpoint. On paper, the population size and other demographic data certainly support the business. However, there are other intangibles such as mood of the town (perhaps that's part of what you were referring to) that would for or against the business. Could you elaborate on why you think it's completely wrong for the neighborhood. Thanks so much...

Re: Could you elaborate

[ifotismeni]

you've been to davis square and don't understand why this kind of franchise wouldn't fit? did you spend more than 2 seconds there?

Re: Could you elaborate

[docorion.livejournal.com]

Let me explain. No, there is too much. Let me sum up.

In brief, Davis Square doesn't have enough of the 'regular sports loving single guy in his 30's looking for hot women' demographic you're looking for. Most of the people in the Davis Square area are either college students (and thus unlikely to be able to afford your services, not to mention being in school with women who are more available and at least as attractive), or are part of a more geeky, hippy demographic which doesn't so much find itself attracted to that type of establishment. Think of the guy who doesn't like sports so much, likes to read a lot or plays WoW a lot, and often has a girlfriend/boyfriend and is getting plenty of attention in that department. In short, people who don't patronize Hooters on principle, and are unlikely to patronize your place on the same principle.

I make no judgement on your business per se, except to say I would also not patronize it, but it may have legs in the right places. Davis Square is not the right place. YMMV, my opinion is not that of my employer, and the other usual caveats.

Re: Could you elaborate

[docorion.livejournal.com]

I should have said 'looking for shallow interactions with hot women'. The people I'm trying to describe have no objection to women or hotness, but we (I include myself in the group I'm trying to describe) usually like to get to know people a bit better than a commercial transaction allows.

Re: Could you elaborate

[quietann.livejournal.com]

I personally think he's looking at Davis because for all that it's hippy-crunchie, it's also home to quite the concentration of well-paid professionals. I mean, who else can afford all those funky rehabbed half-million dollar condos? Guy thinks that Davis Square men have money to burn, and that they'll burn it on having "professional tarts" give them the spa treatment.

Not. (A lot of 'em are stretched pretty thin just meeting the mortgage or the rent, and most of 'em just aren't that interested in what the guy is offering.)

Re: Could you elaborate

[dani-namaste.livejournal.com]

I also note that many of the homes in Davis are occupied by folks who are living together platonically well into their mid-late 30's, which indicates that the Davis Square shtick is more about being near the location even though it's overpriced than having the luxury of your own place in a more affordable location.

And yes, I doubt that most folks in the area will be interested in something like this.

Re: Could you elaborate

[quietann.livejournal.com]

I do know a number of married couples living in the Davis area, and *most* are not sharing their (owned) places with room-mates. There is a lot to like there -- easy T commute to jobs in Cambridge and Boston, interesting shops and people, entertainment, relatively safe for an urban area, etc. I think some folks get bitten by the "Davis bug" early on and just can't bear the thought of leaving. The deal breaker for some but not all people is getting married and having kids; at that point Davis gets too pricey for most. (I personally would not live there because it's way to crowded and noisy for me; my husband and I have an old farmhouse on several acres out in the burbs...)

OTOH, it *used* to be a cheap area. When I moved to Boston in 1996, and was looking for a pet-friendly, one bedroom apartment I could afford on my own ($700 or less per month), it was one of the areas recommended to me. Some of my friends who own houses or condos in the area bought before Davis got trendy, or just as it was starting (e.g. one person who paid $260K for a three-family in 1997, and it's now worth at least 3x that if not more -- though they have put a lot of money into improving it.)