'Bigger isn't always better,' entrepreneur finds

Mona Spa owner decides to get back to basics

By James Dowd (Contact), Memphis Commercial Appeal


Saturday, May 23, 2009 After a couple of decades as a successful entrepreneur, Mona Sappenfield knows a thing or two about surviving in the business world.For example, "Bigger isn't always better," Sappenfield says. "Sometimes, smaller is."Mark Weber/The Commercial AppealAfter years of expansion, Mona Spa owner Mona Sappenfield decided to let go of several locations and focus on her original site in East Memphis. As a result, Sappenfield says her business is better prepared to withstand current economic challenges.That sense of pragmatism recently led the founder and president of Mona Spa and Laser Center to retool her business plan to focus on one endeavor instead of overseeing several.Rather than continuing to operate spas in Germantown and in Jackson, Miss., and licensing franchises in Michigan, Oregon and Washington state, these days Sappenfield is concentrating on her East Memphis site."For the last six years I thought expansion was my exit plan and the key to a secure retirement, but the plan changed," Sappenfield says. "It's the reality of this economy. The strength and future of my business is in its foundation, and that's what I'm devoting my full attention to now."The decision to downsize and consolidate operations was difficult, but necessary, Sappenfield says. After building up a loyal local client base, she branched out a few years ago, expanding to three regional sites and three franchises.Initially, business soared, but changes in the industry -- including the entry of some doctor's offices into the laser skin care market -- and a souring economy left her in a tough spot. "I spent a lot of time traveling to the other spas, but it was difficult to maintain the same level of quality that I'd established with my first salon," Sappenfield says. "It got to the point that I knew I had to make a change, and that meant stepping back from the other endeavors."That's a wise move, but it's one that many small-business owners wait too late to make, says Mark Taylor, director of the Tennessee Small Business Development Center (TSBDC), located in the Renaissance Center at 555 Beale."Growth is certainly good, but you've got to prepare for it and adjust your business model if the environment changes," Taylor said. "In this economy, we're seeing more people who want to start or expand businesses and that's great. We're just trying to make sure they have the necessary training and support to make it work."To help, the TSBCD offers a variety of free programs, including financial and management workshops for entrepreneurs. All of the counselors at the organization are former small- business executives and have experience in what works -- and what doesn't."We provide educational opportunities and practical examples," Taylor says. "Our people are able to give realistic advice on what to expect and what to do because we've all operated our own companies. With the way our economy has been struggling lately, we're seeing a lot more people who are seeking our services."Cathy Walton, chairwoman of SCORE Memphis, says interest in her organization's business workshops continues to grow. The group offers a variety of business-related courses, many of which are free."We help small-business owners make the right decisions according to the economic climate," Walton says. "There's been a marked increase in attendance for our programs during the last six months, and I don't see that diminishing any time soon. People are trying to be smarter about running their companies and more focused on getting the maximum return from their efforts."For Sappenfield, that means a narrower focus, but it also means a wider range of services.Renovations are under way at her East Memphis spa and the business is going green by outfitting employees in uniforms made from hemp, using organic cleaning products and offering organic makeup and skin care products.A number of introductory and discount packages are now being offered, and the message is clear that the skin-care entrepreneur is here to stay."You adapt or you die, it's just that simple," Sappenfield says. "I've worked too hard to just let this dream disappear, so I'm positioning my business to be around for a long, long time. That's good news for my clients, and it's good news for me."-- James Dowd: 529-2737MONA SPA AND LASER CENTERPrincipal: Mona Sappenfield, founder and CEOFounded: 1991Address: 5101 Sanderlin Centre, Suite 102Phone: 683-0048Online: monaspaandlaser.com