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Entrepreneur Profile , Sherryl Ford

Sherryl Ford wrote the first business plan for a new spa venture on a 4-by-6-inch card at 2 a.m.

Three years later, Ford and business partners Shari Nevarez and Evangelina Eastman have established Facelogic International Inc. as a comparatively inexpensive spa chain with more than 22 franchises in the United States and Canada.

By year-end, Ford expects to have opened 45 spas, with each employing 10 staff members. The company’s revenues to date are $2.3 million. The spa also sells its signature skincare line called Trinity +3 at its franchises.

Facelogic offers facials, waxing and cosmetics at affordable prices. For example, a 50-minute facial costs $39 with an annual membership, a business model similar to that of former Curves International President Gary Findley and the fitness center franchise.

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“I will not say that I was surprised (by the company’s success,)” she said. “It was a missing concept in the beauty industry.”


VITALS

Name: Sherryl Ford.

Titles: Chief executive officer, president.

Company: Facelogic International Inc. and Trinity+3 Inc.

Company address: 2225 Faraday Ave., Suite F, Carlsbad.

Company phone: (760) 607-0444.

Year founded: 2005.

Prior business experience: Owned Escape Day Spa Solana Beach and Curves locations in Solana Beach and Del Mar.

Average hours worked weekly: 40-70.

Source of startup capital: Founder’s seed money.

2006 revenue: $1 million.

2005 revenue: $500,000.

Number of employees: 11.

Web site: www.facelogicspa.com


BACKGROUND

Birthplace: Kirksville, Mo.

Education: Some college.

Age: 49.

Current residence: Carlsbad.

Family: Three children: Drew, 24, Jennifer, 23, and Christine, 20.

Hobbies: Local and international travel, going to the beach, seeking new experiences and adventures in life, playing tennis, volunteering.


JUDGMENT CALLS

Reason for getting into business: It is an inspired concept and a missed service in the current market.

How I plan to grow the business: Via franchise sales with the Findley Group, a franchise consulting and development company.

Biggest plus of business ownership: Personally helping women to own their own businesses in an exciting and growing industry.

Biggest drawback: Balancing time with family.

Biggest business strength: Passion, vision and growth in the beauty industry with a strong corporate team along with my two outstanding business partners, Shari Nevarez and Evangelina Eastman.

Biggest business weakness: Creating national consumer awareness.

Biggest risk: Introducing a new concept and business model to the current industry.

Smartest business decision: Aligning our concept with Findley along with top skin-care retail product companies such as New York City-based Sue Devitt Beauty, New York City-based Peter Thomas Roth Clinical Skincare Line and San Antonio, Texas-based marketing company Creative Link.

Biggest business mistake: Hiring a marketing company that wasn’t up to par and I didn’t trust my gut to say ‘no.’

Toughest career decision: Because of the interest level in Facelogic, we have had many opportunities and have had to decide if vendor alignments are the right fit at the right time.

Biggest ongoing challenge: Balancing growth with having enough staff.

The most important part of my business: Always supporting franchisee needs.

My business works best when: When I stay inspired, the corporate team stays inspired. In turn, that inspires franchisees and excitement follows to the consumer.

Best way to stay competitive: Researching what the consumer wants and needs.

How I measure success: Someone having the courage to follow their passion at any age. I am blessed to have the opportunity to have an inspired dream become a reality.


GOALS

Goals yet to be achieved: I look at what is currently missing in society and have five other concepts I would like to develop.

My five-year business plan: Open 500 spas nationally and internationally, (and) by 2014, a total of 1,000 spas opened.

I would sell my business only if: The buyer would have the passion to keep Facelogic integrity intact and, in addition, take the company to another level.

Guiding principles I will continue to follow: Never stop learning in life. I keep a joyful heart and positive attitude and align my values and belief system with the Bible.

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