장사하지 말고 사업하라

윤도현

세 번의 사업 실패와 2억 원의 빚이라는 극한 상황 속에서도 사업의 본질을 탐구하며 다시 일어선 실전형 사업가.
온라인 유통, 오프라인 매장, 교육 사업, 프랜차이즈 사업까지 다양한 영역을 경험하며 ‘성장하는 구조’의 중요성을 체득하였다.
현재는 뷰티 프랜차이즈 ‘스페이스뷰티’를 100호점까지 성장시키고, 교육법인 및 뷰티 디바이스 브랜드를 운영하며 현장 중심의 사업 전략과 시스템을 전파하고 있다. 특히 ‘장사가 아닌 사업’을 만드는 구조 설계와 재방문을 만드는 고객 경험 설계 분야에서 강력한 실행력과 검증된 결과를 보유하고 있다.

들어가며 ····································································································· 10

PART 1. 나는 왜 이 일을 하는가
A4 용지 5장에 담긴 비밀 문서 ······················································· 15

무료체험 영업으로 단골을 모으다 ················································· 21

매장이 생기면 비로소 알게 되는 것들 ··········································· 25

월 천만원의 고비를 넘다 ·································································· 29

매장 규모와 매출은 비례하지 않는다 ············································ 36

뷰티숍 운영 초기일수록 실패할 확률이 높다 ······························· 44

매출은 늘고 있는데 통장잔고는 줄어드는 이유 ·························· 47

내가 팔고 있는 것이 어떤 가치를 주는 지 파고들어라 ············· 51

장사꾼과 사업가를 가르는 종이 한 장의 차이 ····························· 58

이 사업은 고객의 인생을 바꿀 만큼 가치가 있는가 ··················· 64

PART 2. 장사는 기술이 아니다
-돈 잘 버는 숍은 감정을 팔고, 구조를 설계한다

기술만으로는 성공할 수 없는 이유 ················································ 69

만족한 고객이 재방문을 안 하는 진짜 이유 ·································· 74

매출을 신경 쓰기 전에 직원을 면밀하게 관찰하라 ······················ 80

직원 뽑은 뒤에도 손해를 계속 보는 이유 ······································ 86

완벽한 매뉴얼이 완벽한 실패를 만들지 않으려면 ······················· 94

브랜드는 그렇게 만드는 게 아닙니다 ············································ 101

시술보다 감정으로 재방문한다 ····················································· 108

뷰티숍은 제품을 파는것이 아닌 일상을 설계하는 곳이다 ······· 110

영업은 직원이 아닌 대표가 하는 것이다 ······································ 112

마케팅은 시작과 끝이 모두 설계되어야 한다 ······························ 116

재방문율과 후기 전략 ···································································· 122

마케팅을 하기 전에 먼저 구조를 먼저 설계하라 ························ 126

고객의 무한루프 사이클 만들기 ··················································· 132

'고객의 감탄'을 설계하는 전략 ····················································· 136

당신이 팔고 있는 건 ‘서비스’가 아니다 ······································· 141

PART 3. 0원에서 10억 매출을 만드는 ‘슈퍼 성장의 비밀’
슈퍼성장 필살기 ① 기초 체력 다지기

하루에 한 명만 감동시키면 된다 - 성공의 기준을 바꿔라 ······· 144

당신의 경쟁자는 다른 숍이 아니다 - 잘못된 경쟁 의식이 숍을 망친다 ····· 150

슈퍼성장 필살기 ② 실전편

첫 번째 질문 - 우리 숍의 ‘고객’은 누구인가 ······························· 156

두 번째 질문 - 우리 숍의 ‘핵심 가치(Core Value)’는 무엇인가 ···· 164

ACTION - 장사가 아닌 사업으로 가는 핵심 7단계

생존의 단계 - 매출을 내기 위해 ‘사장이 모든 걸 직접 다 하는’ 시기 ····· 170

안정화 단계 - 고객은 늘고 체력은 한계인 시기의 매출 구조 ·················· 179

복제의 단계 - 직원이 생기고 매출이 다시 흔들리는 시기 ······················· 189

조직화의 단계 - 교육과 문화가 없는 조직은 직원이 버티지 못한다 ······· 195

브랜딩의 단계 - 매출보다 ‘브랜드’를 키워라 ············································ 201

에필로그 ··································································································· 216
부록 ··········································································································· 226