Spotlight on SCORE Clients

The Men’s Room

February 2005

The Men’s Room is an upscale barber lounge and spa featuring a broad array of men’s grooming services in an avant-garde setting. The proprietors “invite you to experience a destination offering traditional grooming services in an environment where you can refresh your mind and body, replenish your energies and network with colleagues and friends”.

Andy and Sherry Eiler

The Men’s Room is conveniently located at 2320 Monroe Avenue in Rochester, New York near the Route 590 exit. The entire interior of the building, which was formerly a dress shop, has been  refurbished and redecorated using both the first and second floors. Upgrading of the exterior of the building is now in process with the final outcome dependent in part on the proprietor’s ability to purchase the entire property.

The first floor contains two barber chairs, a comfortable waiting area and grooming stations. A small museum case exhibits antique grooming implements some of which are whimsical in nature. The second floor contains two more barber chairs, several grooming stations and a private massage room.

The Men’s Room offers a wide range of grooming services from haircuts, hot shaves, manicure, and pedicure to facials, massage and even a shoeshine! The décor makes extensive use of woodwork (even the barber chairs are crafted in wood and leather)  enhanced with mirrors all of which contribute to a relaxing,  comfortable grooming experience.

The proprietors of the Men’s Room are Ohio natives, Sherry Eiler and her brother, Andy. They are both college graduates with diverse backgrounds. Sherry was formerly in retail management and she now actively manages the business. Andy is in the pharmaceutical field and his participation in the business has been financial and management, but not in the day-to-day operation. They decided to form an S-corporation under which to operate.

The idea for an upscale barbershop came to them after their research revealed there were only four other shops in the United States at the time.

Sherry and Andy first came to SCORE in August of 2003, at which time they were interested in obtaining start-up information, buying a business, business plan basics and financing options. Their original intention was to buy an existing salon/spa in Columbus, Ohio. At that time they met with SCORE councilor Bill Burks of the Rochester Chapter who provided them with information and brochures on their areas of interest. The following month, Andy met with another SCORE councilor, David Knauss, to review their business plan at which time several suggestions were made to expand the information supporting revenue projections and what lenders look for in a business plan. A year later, in September 2004, Sherry and Andy again visited SCORE. By this time, they had started their business (in May 2004) and were looking to SCORE for help in marketing and were also trying to find out why they were turned down for a bank loan. SCORE was able to provide some help in this area with assistance from the Small Business Administration.

Sherry Eiler is now managing the entire operation. Early on, marketing had been limited to word of mouth and business cards. For several months, there was no sign on the premises indicating the nature of the business since the town turned down the original sign. A new sign has now been installed and readily identifies the business to all passersby. Additional publicity has also been gained through local newspapers at the suggestion of SCORE.

From their modest start, the business has steadily expanded to about 200 clients a month at the end of 2004 of which 85% were repeat customers. The shop now employs seven full/part time employees. Part of their success can be attributed to Sherry’s careful records: tracking customer types and services provided.

Several visits have been made by SCORE members to this facility including marketing suggestions and a photo session with Sherry and Andy for this article. In addition, a review of their business plan was completed and a detailed set of comments and recommendations were returned to Sherry in mid October 2004.

Web Site: www.barberspa.com

Sherry and Andy say “After receiving information from SCORE and finalizing business plans, we found a prime location based on the demographics to fit our needs and fulfill our success with THE MEN'S ROOM barber lounge & spa. With all the research, we found the target market and a perfect niche for THE MEN'S ROOM in Rochester. Working with SCORE and using the tools that we were given made the process a little smoother and the continued success ongoing. SCORE also came out several times and gave constructive criticism and ideas on marketing and signage. Those suggestions were taken and have helped with continued growth. We will continue to use SCORE and attend workshops as we grow and have obstacles to overcome. We highly recommend you use the tools that are offered at SCORE in your business endeavor.”

If you have an existing business or are starting a new one, consider how your company may benefit from SCORE’s counseling. Call 263-6473 for a free counseling appointment at one of our many locations. While you are there, ask your SCORE counselor how you might tap into our 70-plus membership knowledge bank to further address your particular business and industry concerns.