When Janene Draper decided to go on theOwner Manager Programme in 2011 she was already directing a...
How a Business Coach Helped Haley Asbridge Accelerate Mooi Skin's Success
How can a business coach help to accelerate your business? Owner of Mooi Skin Haley Asbridge shares her story.
Haley Asbridge is the owner and founder of Howick-based beauty business Mooi Skin. Born in Rotorua, Haley grew up loving everything to do with beauty but as a child, she never imagined it could be a career or that she could turn it into a super-successful business. Now with a waiting list of loyal customers travelling from around the Super City to her clinic, and with state-of-the-art laser technology costing as much as a late-model Porsche, there’s a lot to think about. Having an Icehouse business coach has allowed Haley to breathe, prioritize the things that truly matter in life and grow her business beyond her wildest dreams.
The idea to start her own business came about when Haley saw a gap in the East Auckland market for a high-end skin clinic which also offered “a dollop of relaxation and touch.” Training in the early 2000’s at the Joyce Blok academy and going on to combine management and tutoring roles gave Haley a solid foundation of knowledge and networks to launch the business. She started looking for the right location and with the support of husband Mike, took the leap into entrepreneurship, finding the ideal spot on the high street and starting the fit out.
“It’s a century-old beautiful building and I could see there was room to grow there” Haley explains.
Engaging Spatial Studio designer Kristen Basra provided the perfect relaxing environment Haley envisaged. Opening the Mooi doors 18 months before the pandemic gave Haley a chance to build a client base before the lockdowns shut beauty businesses for an extended period.
“The day before lockdown, there was a queue outside the door – customers wanting active facial treatments, knowing they wouldn’t be able to have their regular botox or treatments. We started online consults and women were focusing more on their skin - most likely because of all the time spent on Zooms.”
Covid brought a time of uncertainty but also a silver lining as Haley was forced to rapidly build an online shop which has continued to be popular and then came a boom as women embraced the chance to get back into their regimes, when the lockdowns ended.
Rising labour and product costs were starting to provide a headache in the summer of ‘22 and that’s when Haley called the Icehouse offices looking for help.
“I was finding business ownership pretty lonely. I thought maybe I needed a general manager but I wasn’t sure. I knew I needed someone who understood finance and brand. Icehouse suggested I meet business advisor Carollyn Chaplin and that’s taken Mooi to a whole new level starting with diving into brand and our values and leading into developing the business plan and who fits in where.”
Haley adds that initially she thought she only needed help hiring a general manager but after working through the plans with Carollyn, she discovered that isn’t what she needed.
“Over the past two years, we’ve worked intensively on so many parts of the business; where the money comes from, where the gaps are, have I got the right people and where is my role in this business, what do I want to focus on and, with four children – how can I make this business work for our family? We have delved into the profitability measures of treatments and retired outdated offerings, staying true to the brand “beautiful through glowing skin”. Carollyn has challenged me, kept me accountable and ultimately, we have seen more than 20 per cent growth year on year, since she’s been working with me.”
After in-depth planning and feasibility studies, Haley has invested in new equipment including a $300,000 NZD Sciton laser machine designed to treat any skin type, to help lessen the effects of a host of complaints, from brown spots to red veins and rosacea.
The staff morale is high as grateful clients experience “incredible results.”
With the business outgrowing the space, Haley has taken on the neighbouring lease and expanded the staff to a team of eight.
Yes, expansion is a risk and yes new capital is a steep investment Hayley acknowledges. However, developing a closely monitored financial growth plan with Carollyn and ensuring targets and KPIs are met has given her the confidence to scale the business to reach a perfect balance for her family, her team and her customers.
More than just guidance, working with an Icehouse Business Coach is a partnership. With their expertise and your drive, you'll tackle obstacles, seize opportunities, and elevate your business to new heights.
Matched with someone whose experience, attitude and approach suits you, together you'll dive deep into your unique challenges, and work towards a common goal.
