Case study: Green Hairdresser in Zografou (testing date 16/03/2013)
Last week, searching for innovative and environmental friendly Greek companies, I had the chance to test the first and only (in my knowledge) “Green Hairdresser” (GHrd). Yes, in Athens in Zografou neighborhood, there is a 2 years old Hairdressing Saloon that proposes a “Green” service. I jumped on the occasion and made an appointment, so excited to discover this innovative idea (I must admit I did not expect to find such business here). Unfortunately, my experience was more like a “what not to do” experience than a discovering and refreshing natural moment. Therefore I decided that it would be a good idea to study the different mistakes noticed so that we can take our lesson from it. The case study will also help illustrating what can transform a strategic idea to a bad result.
Of course, if an entrepreneur chooses to start a green business, he will first and mainly define what green products/services he will propose and define for which clients etc… In our example, GHrd, the business uses indeed organic shampoo, crèmes, oils etc. and from a well-known international brand.
Until now the entrepreneur is aligned to his model, and this last information is its first mistake: the brand is European, as it is a major worldwide brand, the products are for sure produced in another far away country meaning that even if the shampoo is organic, with all the transportation that it must do to come to the Ghrd, it become not so environmental friendly operation. In addition, the eco-market counts at least two Greeks manufacturers of organic shampoo, and high quality products which are sold all around the world (Bioselect and Bioplasis). Wouldn’t be greener instead of importing foreign products (increasing significantly the carbon footprint of the GHrd) make a deal with local manufacturers?
Here is our second mistake: having a green business requests that the entrepreneur knows the market, the competition, the main actors, type of selling structures etc., thing which is pertinent for any type of business. The entrepreneur must not neglect the business plan when starting a new business even for hairdressing saloon. The Ghrd in Zografou, surely did not knew the existence of the manufacturers, since they always search for different ways to promote they brand and products.