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Evidence Guide: SIBXPSM503A - Promote a personal services business

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

From the Wiki University

 

SIBXPSM503A - Promote a personal services business

What evidence can you provide to prove your understanding of each of the following citeria?

Develop marketing strategies.

  1. Analyse the business and its key services and products to determine the focus of marketing activities that support business objectives.
  2. Evaluate the customer demographic and target market for the business as a basis for marketing strategies.
  3. Determine marketing objectives and strategies in consultation with relevant people and according to the business plan.
Analyse the business and its key services and products to determine the focus of marketing activities that support business objectives.

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Evaluate the customer demographic and target market for the business as a basis for marketing strategies.

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Determine marketing objectives and strategies in consultation with relevant people and according to the business plan.

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Determine a marketing mix for the business.

  1. Balance volumes and pricing of service and product mix to optimise turnover and profit.
  2. Evaluate costs and benefits of providing different services and product ranges and consider the results in determining the marketing mix of the business.
  3. Determine the marketing mix according to market and business needs, legislation, codes and national standards relevant to the workplace.
Balance volumes and pricing of service and product mix to optimise turnover and profit.

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Evaluate costs and benefits of providing different services and product ranges and consider the results in determining the marketing mix of the business.

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Determine the marketing mix according to market and business needs, legislation, codes and national standards relevant to the workplace.

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Implement marketing strategies.

  1. Brief persons involved in the marketing effort on their roles and responsibilities to ensure the success of marketing strategies.
  2. Plan and implement promotional activities according to marketing objectives and budgetary requirements.
Brief persons involved in the marketing effort on their roles and responsibilities to ensure the success of marketing strategies.

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Plan and implement promotional activities according to marketing objectives and budgetary requirements.

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Monitor and improve marketing performance.

  1. Regularly monitor marketing activities and evaluate business performance against targets.
  2. Analyse performance gaps and take corrective action or set new targets.
  3. Encourage relevant people to propose ways to improve marketing performance.
  4. Seek customer reaction to all aspects of the marketing mix, and analyse to improve targeting and outcomes.
  5. Conduct ongoing research of customer requirements to identify opportunities for change and improvement.
  6. Monitor changes in market opportunities and investigate new business opportunities that assist business development.
Regularly monitor marketing activities and evaluate business performance against targets.

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Analyse performance gaps and take corrective action or set new targets.

Completed
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Encourage relevant people to propose ways to improve marketing performance.

Completed
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Seek customer reaction to all aspects of the marketing mix, and analyse to improve targeting and outcomes.

Completed
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Conduct ongoing research of customer requirements to identify opportunities for change and improvement.

Completed
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Monitor changes in market opportunities and investigate new business opportunities that assist business development.

Completed
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Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

developing a mix of marketing and promotional strategies that complement the business

implementing and regularly monitoring and adjusting the marketing and promotional strategies to optimise the chances of business success

maintaining, monitoring and evaluating service and sales delivery

regularly and accurately maintaining records and interpreting data on service and sales delivery

applying research skills to investigate and evaluate market opportunities for the business.

Context of and specific resources for assessment

Assessment must ensure:

that competency is consistently demonstrated over a period of time and observed by the assessor or the technical expert working in partnership with the assessor as described in the Assessment Guidelines

that competency is demonstrated in the workplace or a simulated workplace environment in a range of situations which may include client interruptions and involvement in other related activities normally expected in the workplace.

Assessment must ensure access to:

relevant salon business software

appropriate text and online research resources

information regarding relevant business networks and experts

appropriate marketing and promotional documentation and resources normally used in personal services businesses, including sample organisational strategic and marketing plans

simulated data and information records from relevant previous marketing research activities in personal services businesses

direct marketing activity data

relevant industry codes of practice.

Methods of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

direct observation of the learner undertaking the marketing and promotional tasks in for an actual or simulated personal services business, over sufficient time to demonstrate handling of a range of contingencies, including:

developing and integrating a full range of marketing strategies to expand and diversify the client base

maintaining and improving client re-booking

increasing average client spending

evaluating the outcomes of strategies

portfolio of evidence demonstrating the planning, implementation and evaluation of marketing and promotional strategies designed to improve business turnover, including the analysis and evaluation of customer reactions

case studies related to specific salon marketing and promotional scenarios

third-party reports from technical experts

written and oral questioning appropriate to the language and literacy level of the learner, to assess the required skills and knowledge of this unit.

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

BSBSMB404A Undertake business planning

SIBXPSM502A Manage treatment services and sales delivery.

Required Skills and Knowledge

Required skills

The following skills must be assessed as part of this unit:

communication skills that take into account the culture, background and abilities of suppliers, staff and clients, while demonstrating communication techniques, including:

listening and questioning techniques

verbal and non-verbal communication skills

negotiation techniques

literacy skills to:

research, analyse and interpret marketing information

prepare reports

document results

numeracy skills to:

calculate fixed and variable costs

calculate team and individual target turnover

determine and monitor stock level costs and turnover

evaluate business turnover and profit

interpret and maintain data

set and manage budgets for marketing and promotion

problem-solving skills to identify performance gaps and take corrective action

technology skills to use salon business and marketing software as a research, planning and evaluation tool

record-keeping skills to:

organise marketing research

track progress towards the achievement of marketing goals.

Required knowledge

The following knowledge must be assessed as part of this unit:

current and desired business demographic

target market for the business

risks and benefits of the marketing strategies outlined in the range statement in the context of the particular business

risks and benefits of the promotional activities outlined in the range statement in the context of the particular business

range and availability of new products and services

sources of product supply

valid methods for measuring and evaluating customer reaction to marketing and promotional strategies in the context of the particular business.

Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Customer demographic may include:

residential and business location in relation to the business

age group categories, including:

18-25

25-35

35-45

45+

gender

socioeconomic groups.

Target market may include:

being confined to:

a particular age demographic

a particular socioeconomic group

growth in low performing age-group categories

retail consumers

services consumers

groups and/or individuals.

Marketing strategies may include:

increasing the average client bill through staff incentives

incentives to attract new clients

off-peak promotion ideas

incentive schemes to encourage re-booking by clients

pricing, presentation and display of products and services

promotion and advertising

changing the service and professional product range, retail range and/or mix

pursuing cost leadership and/or product differentiation within a specialist market segment

creating a very different product line or service so that the business becomes a class leader in the industry.

Relevant people may include:

owner/operator partners

financial backers

accountants or other specialist services

family members

team members

regulatory bodies

suppliers.

Services may include:

full range of hairdressing services

areas of hairdressing service specialisation

full range of beauty services

areas of beauty service specialisation

complementary services available from the same business.

Product ranges may include:

professional hairdressing products

professional beauty products

retail hair care products

retail skin care products

sundry hair or beauty care equipment

other retail products stocked by the business.

Legislation, codes and national standards relevant to the workplace may include:

award and enterprise agreements and relevant industrial instruments

federal, state or territory, and local government legislative requirements affecting business operation, especially in regard to:

occupational health and safety and environmental issues

equal employment opportunity

industrial relations

anti-discrimination legislation

relevant industry codes of practice.

Persons involved in the marketing effort may include:

team members

partners

advertising professionals

promotions professionals

graphic designers

photographers

printers

product suppliers.

Promotional activities may include:

website

word of mouth, referrals and testimonials

professional and industry journals

advertising in newspapers, on radio or on television

mail drops

display posters

telephone canvassing

exhibitions and in-store promotions

sponsorship

development of networks and strategic alliances

staff development programs to enhance customer service orientation

staff incentives

client incentives, including loyalty programs and discounting.

Performance gaps may include:

level of customer service provided by team or individual staff member is below required standard

average dollar value per client is below required level

individual staff member down-time

inefficient time management of treatment

under-achievement of turnover targets by some team members

profit margins being set too low

insufficient allocation of funds to marketing.

Customer reaction may be determined through:

survey or other feedback mechanisms

informal discussion

customer meetings and focus groups

sales to contact ratio

trend analysis.