장사하지 말고 사업하라

윤도현

세번의사업실패와2억원의빚이라는극한상황속에서도사업의본질을탐구하며다시일어선실전형사업가.
온라인유통,오프라인매장,교육사업,프랜차이즈사업까지다양한영역을경험하며‘성장하는구조’의중요성을체득하였다.
현재는뷰티프랜차이즈‘스페이스뷰티’를100호점까지성장시키고,교육법인및뷰티디바이스브랜드를운영하며현장중심의사업전략과시스템을전파하고있다.특히‘장사가아닌사업’을만드는구조설계와재방문을만드는고객경험설계분야에서강력한실행력과검증된결과를보유하고있다.

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

PART1.나는왜이일을하는가
A4용지5장에담긴비밀문서·······················································15

무료체험영업으로단골을모으다·················································21

매장이생기면비로소알게되는것들···········································25

월천만원의고비를넘다··································································29

매장규모와매출은비례하지않는다············································36

뷰티숍운영초기일수록실패할확률이높다·······························44

매출은늘고있는데통장잔고는줄어드는이유··························47

내가팔고있는것이어떤가치를주는지파고들어라·············51

장사꾼과사업가를가르는종이한장의차이·····························58

이사업은고객의인생을바꿀만큼가치가있는가···················64

PART2.장사는기술이아니다
-돈잘버는숍은감정을팔고,구조를설계한다

기술만으로는성공할수없는이유················································69

만족한고객이재방문을안하는진짜이유··································74

매출을신경쓰기전에직원을면밀하게관찰하라······················80

직원뽑은뒤에도손해를계속보는이유······································86

완벽한매뉴얼이완벽한실패를만들지않으려면·······················94

브랜드는그렇게만드는게아닙니다············································101

시술보다감정으로재방문한다·····················································108

뷰티숍은제품을파는것이아닌일상을설계하는곳이다·······110

영업은직원이아닌대표가하는것이다······································112

마케팅은시작과끝이모두설계되어야한다······························116

재방문율과후기전략····································································122

마케팅을하기전에먼저구조를먼저설계하라························126

고객의무한루프사이클만들기···················································132

'고객의감탄'을설계하는전략·····················································136

당신이팔고있는건‘서비스’가아니다·······································141

PART3.0원에서10억매출을만드는‘슈퍼성장의비밀’
슈퍼성장필살기①기초체력다지기

하루에한명만감동시키면된다-성공의기준을바꿔라·······144

당신의경쟁자는다른숍이아니다-잘못된경쟁의식이숍을망친다·····150

슈퍼성장필살기②실전편

첫번째질문-우리숍의‘고객’은누구인가·······························156

두번째질문-우리숍의‘핵심가치(CoreValue)’는무엇인가····164

ACTION-장사가아닌사업으로가는핵심7단계

생존의단계-매출을내기위해‘사장이모든걸직접다하는’시기·····170

안정화단계-고객은늘고체력은한계인시기의매출구조··················179

복제의단계-직원이생기고매출이다시흔들리는시기·······················189

조직화의단계-교육과문화가없는조직은직원이버티지못한다·······195

브랜딩의단계-매출보다‘브랜드’를키워라············································201

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