Know-How Exchange : Branding

What is exactly your strategy?
You are talking a lot about tactics, but I don't understand your positioning.
1. What is a "personal touch" on packaging? why is it important strategically?
2.Where do you see mom and pop pharmacies these days?
3. Are you opening your first store in a Western country, or in a cheap country< aren't you a luxury brand?
4.Instead of taking losses, pay a consultant who knows new product launch, the specific category, new business development, and pay him/her

I live in NYC, there are a lot of independent pharmacies here, as well as day spas and salons.

My mentor is a 29 year old male from the Philippines who couldn't afford to open a high-end day spa in the U.S., nor did he have the skill set to do so. So he opened one in the Philippines where he made connections with suppliers, learned how to run the business from scratch, and most importantly set out a plan to launch this spa in the U.S. He now owns 14 high-end day spas throughout California, Miami, and New York. He didn't pay any consultants, and he understood that a quality product/service is still a quality product/service ocean lines. Transferable "tastes" are exactly how trends are created, there were probably no Thai restaurants in the U.S. before the 1950's. Now you can't walk down a street in NY without spotting one. I'm a CPA by profession and I won't ever tell someone they can't do their own taxes or become their own accountant because it's too costly or time consuming. Don't assume that I'm trying to make a quick buck, what I'm trying to do is create a global brand. Anyone millionaire can put down 10,000 and have a professional hold their hand as they start a business but the real challenge and the real gratification, at least in my case, is doing it with as little help as possible. I ask for help where I can but I like researching the competition and anticipating their next step.
By personal touch I mean adding something as simple as a layer of cloth to a cosmetic bottle to add some originality. I work with lots of women at a big 4 firm who shop at Sephora and Macy's for products and I get their input on my ideas and they're very honest and upfront with me. These women are my target audience, and if the majority tells me that an idea is fantastic then I know what direction to head it. It's important strategically because the packaging determines whether or not a customer even looks at your product. I want them to touch it, feel it, read it, and imagine it on their nightstands. Then if they buy it the quality and customer service is what will keep them coming back.

I'm opening my first store on an Island where my parents are from. It's famous for Europeans Tourists. With the premiums the locals pay for B&B works and Victoria Secret they might as well be called a luxury brand over there as well.

NuCoPro, I am not trying to sell to a thousand shops across the U.S., just enough in major cities to give my brand some exposure). With the rise of social networking sites and the like, it isn't necessary to be all over the place, as long as people know who you are and what you do. Time is not an issue, I'll start with 600 square foot store if I have to and work my way up.

I hope I answered all your questions, I didn't proof read for typos I apologize.

You've obviously given a lot of thought to what YOU want to do, but I wonder if it might not be better to identify the target audience you want to serve and get to know them in some depth. What makes these folks tick? What are their beliefs, attitudes, aspirations, current behaviors, habits, practices and needs? What words do they use to describe their emotions when discussing your category?

When approaching a marketing challenge I always begin by getting to know the target audience and figuring out how my product or service will benefit them. Maybe that's a good place for you to begin. If the target audience is the same on the test island as in the US (and if the same needs, benefits, competitive climate and language apply), then you have a great test market. If they are not a match, you will have tested a concept that may not translate so well.

I applaud your approach to starting the business, and your desire to work it out on your own. Sometime that works, but sometime it takes so long that the opportunity passes and you miss the train. That's why so many successful start-ups add outside expertise to their own resources. It accelerates the process and jump-starts the process. It also keeps you from spending time solving problems that others have already solved.

Hope this helps. And hope you can pull this off.