{"id":5339,"date":"2015-12-09T18:15:40","date_gmt":"2015-12-09T23:15:40","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/drybar-no-cut-no-color-just-blowouts\/"},"modified":"2015-12-09T18:15:40","modified_gmt":"2015-12-09T23:15:40","slug":"drybar-no-cuts-no-color-just-blowouts","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/drybar-no-cuts-no-color-just-blowouts\/","title":{"rendered":"DryBar: No cuts! No color! Just Blowouts!"},"content":{"rendered":"<p>DryBar is a chain of salons specializing in \u2018blowouts.\u2019 Founded in 2008 by Alli Webb, the company recently opened its 50<sup>th<\/sup> location and has plans to continue to quickly build out a nationwide footprint. DryBar focuses solely on blowouts which entails washing, blow drying and styling hair only \u2013 no cuts and no color! The highly customer-centric salon offers the service for a flat fee, typically $40.<\/p>\n<p>DryBar is a dream come true for many women who enjoy getting their hair blown out. The company has created a \u2018luxury-like\u2019 experience for women at a relatively cheap price. DryBar continues to create value in the hair care market as it provides a convenient and standard service to all women, despite hair texture, style or length. The company\u2019s technology platform enables customers to easily book appointments by phone, website or mobile app as well as purchase its own hair products, which are used during the service. DryBar has benefited from \u2018first mover advantage\u2019 and is well on its way to creating a strong brand for itself.<\/p>\n<p><a href=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo_81.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5300 aligncenter\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo_81-300x200.jpg\" alt=\"Drybar is a concept blow dry salon that just opened its first New York City location on West 16th Street. The small, largely west coast-based franchise is known for its speedy service and flat, $40 rate. Joanna Campbell (right) has her hair done. CREDIT: Daniella Zalcman for The Wall Street Journal SLUG: BLOWDRY\" width=\"455\" height=\"303\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo_81-300x200.jpg 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo_81-600x400.jpg 600w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo_81.jpg 659w\" sizes=\"auto, (max-width: 455px) 100vw, 455px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>DryBar\u2019s success is enabled due to the alignment of the company\u2019s operating model with its business model as it has standardized the salons and processes as much as possible in order to quickly disrupt the stagnant traditional hair industry.<\/p>\n<ul>\n<li><strong>Design<\/strong> \u2013 Webb hired Josh Heitler when her idea for a blow out salon first came about. Webb and Heitler designed a simple, chic salon layout with a yellow color theme in order to create a modern, feminine and bar-like atmosphere. Heitler remains the lead architect and is instrumental in rolling out a consistent design which has allowed the company to quickly replicate the layout in order to open new salons quickly<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-5311 alignleft\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/drybar-photo-11-300x191.png\" alt=\"drybar photo 11\" width=\"300\" height=\"191\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/drybar-photo-11-300x191.png 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/drybar-photo-11-600x382.png 600w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/drybar-photo-11.png 672w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-5310 alignnone\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo-10-300x200.png\" alt=\"DryBar Photo 10\" width=\"300\" height=\"200\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo-10-300x200.png 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo-10-600x400.png 600w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo-10.png 630w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>\u00a0<a href=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/dsc01503.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-5337\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/dsc01503-300x225.jpg\" alt=\"dsc01503\" width=\"300\" height=\"225\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/dsc01503-300x225.jpg 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/dsc01503-1024x768.jpg 1024w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/dsc01503-600x450.jpg 600w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<ul>\n<li><strong>Convenience<\/strong> \u2013 A key differentiating factor for DryBar is convenience. DryBar\u2019s ideal salon locations are \u201clocated on the way to work or on the way from home,\u201d with multiple locations in larger cities. The salons are typically opened seven days a week from 7AM \u2013 10PM<\/li>\n<\/ul>\n<ul>\n<li><strong>Stylists<\/strong> \u2013 Each stylist hired has completed beauty school and is required to complete DryBar\u2019s own training program which is ~1 \u2013 2 weeks. Stylists are taught DryBar\u2019s blowout technique which is used on every client, despite hair type or length, and they are also taught how to alter the technique according to the hair texture. With only one technique used to complete every service, there is little change between clients besides the style. Further simplifying the styling process, DryBar has a \u2018look book\u2019 with 12 different popular styles that clients typically select from. The look book enables clients to easily select styles that stylists are familiar with and style on a regular basis<\/li>\n<\/ul>\n<ul>\n<li><strong>Booking<\/strong> \u2013 Booking appointments for all locations are centralized through DryBar\u2019s website or mobile app as well as through its call center in California. The website and mobile app allow for quick bookings and provide a way to view upcoming appointments. DryBar has a call center in California which clients can call to book appointments, request a specific stylist or make changes to their account. Walk-in appointments are also accepted. The technology-driven booking system allows for easy bookings and cancellations which enables each location to predict stylist capacity needs and ensure maximum utilization of stylists during a specific time. Additionally, the booking system allows DryBar to capture customer data and observe booking trends<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-5298 aligncenter\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo_6-266x300.jpg\" alt=\"DryBar Photo_6\" width=\"266\" height=\"300\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo_6-266x300.jpg 266w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo_6-908x1024.jpg 908w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo_6-532x600.jpg 532w\" sizes=\"auto, (max-width: 266px) 100vw, 266px\" \/><\/p>\n<ul>\n<li><strong>Service charges<\/strong> \u2013 Blowouts are $40 in majority of the locations ($45 in NYC) and clients can add on services such as conditioners or updo styles for an additional $10-$20. Regular clients have the option to opt-in to the DryBar subscription membership which is $75 per month and includes two blowouts and 10% off all products and tools. Additionally, any blowouts in addition to the first two are $35 each, and if the blowouts are unused, they can accrue over time and be used at the client\u2019s discretion. DryBar also offers \u2018Dry on the Fly\u2019 which is an \u2018uber-like\u2019 service in which the hair stylist will travel to the client\u2019s location to complete the service for $75<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-5294 aligncenter\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo_2-224x300.jpg\" alt=\"DryBar Photo_2\" width=\"224\" height=\"300\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo_2-224x300.jpg 224w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo_2.jpg 411w\" sizes=\"auto, (max-width: 224px) 100vw, 224px\" \/><\/p>\n<ul>\n<li><strong>Customer Service<\/strong> \u2013 DryBar\u2019s #1 focus is customer service. From the receptionist to the stylists, DryBar\u2019s staff places a strong emphasis on client satisfaction and creating a luxury experience. Clients are offered complimentary beverages ranging from coffee to champagne, there are large TV screens hung throughout the salon consistently showing chick flick movies and there are customer surveys after each visit<\/li>\n<\/ul>\n<ul>\n<li><strong>Products<\/strong> \u2013 DryBar uses it own hair product line and tools during each service. The products are also sold in more than 70 Sephora stores and in Nordstrom. Stylists are encouraged to sell the products to clients and new product are often created based on client feedback. DryBar\u2019s hair product line enables the company to capture high margin to supplement its low fee, service oriented business<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-5296 alignnone\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo_4-300x300.jpg\" alt=\"DryBar Photo_4\" width=\"300\" height=\"300\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo_4-300x300.jpg 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo_4-150x150.jpg 150w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo_4.jpg 500w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>\u00a0\u00a0<img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-5297 alignnone\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo_5-300x300.jpg\" alt=\"DryBar Photo_5\" width=\"300\" height=\"300\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo_5-300x300.jpg 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo_5-150x150.jpg 150w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo_5.jpg 500w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>\u00a0\u00a0<img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-5295 alignnone\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo_3-300x300.jpg\" alt=\"DryBar Photo_3\" width=\"300\" height=\"300\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo_3-300x300.jpg 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo_3-150x150.jpg 150w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo_3.jpg 500w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>Quick success does not come without a few difficulties. While DryBar is benefiting from first mover advantage as they have quickly grown their locations, there are low barriers to entry with costs ranging from ~$500,000 &#8211; $1,000,000 to open a store. As a result, many competitors are popping up to compete in this developing space.<\/p>\n<p>Additionally, there remain a few areas for improvement in order to ensure long-term sustainability of this business and operating model:<\/p>\n<ul>\n<li>Speed \u2013 the operating model is highly dependent on completing the hair service in 30 \u2013 45 minutes in order to increase client throughput; there are some hair textures and lengths that take longer which ultimately could disrupt the operating model [if average client service time increases]. In addition to the expected service time, appointments are tightly booked and any changes to the schedule (late clients) can throw off future scheduled appointments<\/li>\n<\/ul>\n<ul>\n<li>Stylist request \u2013 despite an easy booking process, if the client wants to book for a specific stylist, they must call the call center; it cannot be requested and confirmed via the website or the mobile app<\/li>\n<\/ul>\n<ul>\n<li>Stylist capabilities \u2013 while all stylist are trained to do all types (textures, ethnic, length, etc.) of hair, there continues to be a significant amount of stylists at each salon who are only comfortable doing Caucasian or naturally straight hair<\/li>\n<\/ul>\n<ul>\n<li>Stylist pay \u2013 stylists are paid ~$8\/hour, on average, plus tips and 10% commission on product sales. Because the pay remains low, there is often high turnover<\/li>\n<\/ul>\n<p>Overall, standardization at DryBar has proven to be a success for the company as well as its clients. Clients are satisfied when they leave the salon with a bouncy blow out while minimizing the time at the salon and paying a low price. This simple business and operating model has allowed the company to quickly expand and should allow the company to capture value for the foreseeable future.<\/p>\n<p>&nbsp;<\/p>\n<p>Sources:<\/p>\n<p><a href=\"http:\/\/www.chicagobusiness.com\/article\/20151110\/NEWS07\/151109812\/meet-the-woman-who-started-the-blowout-craze\">http:\/\/www.chicagobusiness.com\/article\/20151110\/NEWS07\/151109812\/meet-the-woman-who-started-the-blowout-craze<\/a><\/p>\n<p><a href=\"http:\/\/www.denverpost.com\/lifestyles\/ci_29194763\/blowout-success-drybar-opens-50th-salon-denver\">http:\/\/www.denverpost.com\/lifestyles\/ci_29194763\/blowout-success-drybar-opens-50th-salon-denver<\/a><\/p>\n<p><a href=\"http:\/\/www.thedailybeast.com\/articles\/2013\/07\/13\/blow-dry-bars-are-a-thriving-industry-disrupting-the-salon-business.html\">http:\/\/www.thedailybeast.com\/articles\/2013\/07\/13\/blow-dry-bars-are-a-thriving-industry-disrupting-the-salon-business.html<\/a><\/p>\n<p><a href=\"http:\/\/www.businessinsider.com\/drybar-founders-attribute-success-to-this-motto-2014-8\">http:\/\/www.businessinsider.com\/drybar-founders-attribute-success-to-this-motto-2014-8<\/a><\/p>\n<p><a href=\"http:\/\/www.wsj.com\/news\/articles\/SB10001424052970204422404576597130146220142\">http:\/\/www.wsj.com\/news\/articles\/SB10001424052970204422404576597130146220142<\/a><\/p>\n<p><a href=\"http:\/\/www.thedrybar.com\">www.thedrybar.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Blowouts on steroids! Transforming the hair industry one head at a time!<\/p>\n","protected":false},"author":1228,"featured_media":5340,"comment_status":"open","ping_status":"closed","template":"","categories":[],"class_list":["post-5339","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-rctom\/assignment\/the-tom-challenge-tom-winners-and-losers-assignment\/","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>DryBar: No cuts! No color! Just Blowouts! - Technology and Operations Management<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/drybar-no-cuts-no-color-just-blowouts\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"DryBar: No cuts! No color! Just Blowouts! - Technology and Operations Management\" \/>\n<meta property=\"og:description\" content=\"Blowouts on steroids! Transforming the hair industry one head at a time!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/drybar-no-cuts-no-color-just-blowouts\/\" \/>\n<meta property=\"og:site_name\" content=\"Technology and Operations Management\" \/>\n<meta property=\"og:image\" content=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/DryBar-Photo_71.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"659\" \/>\n\t<meta property=\"og:image:height\" content=\"439\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-rctom\\\/submission\\\/drybar-no-cuts-no-color-just-blowouts\\\/\",\"url\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-rctom\\\/submission\\\/drybar-no-cuts-no-color-just-blowouts\\\/\",\"name\":\"DryBar: No cuts! 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The small, largely west coast-based franchise is known for its speedy service and flat $40 rate. CREDIT: Daniella Zalcman for The Wall Street Journal SLUG: BLOWDRY\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-rctom\\\/submission\\\/drybar-no-cuts-no-color-just-blowouts\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-rctom\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Submissions\",\"item\":\"https:\\\/\\\/d3.harvard.edu\\\/platform-rctom\\\/submission\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"DryBar: No cuts! No color! 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