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Issue link: https://smarttan.epubxp.com/i/242935
MEMBER OF THE MONTH because of her focused attitude and business savvy. After her fourth location successfully opened on Black Friday 2013, Shell got busy scouting her fifth location without missing a beat. With her five-year, five-location goal in mind, she's determined to make things happen. Shell's ability to grow quickly and efficiently has a lot to do with her penchant for planning. Having a solid business strategy was a must, but that wasn't enough. She also has a smart exit strategy to ensure that no matter what happens, there's a plan in place that leaves her in good standing. MISS INDEPENDENT Shell is especially proud that Coconut Tan is an independently owned business that she can call her own. Her passion has even prompted attention and recognition in her community. "People forget about exit plans, but life changes! You never know when you'll want to get out of business," says Shell. "People need to think more about what their plan is before they mortgage their home or get into debt for the business they are trying to create. If I want to get out, I know how to do that without taking anyone down with me." "I'm not scared to take on anything. I believe that the sky is the limit," says Shell. "If you know you have something to give back, why not go for it. You have to live for today; tomorrow could be a whole different ball game. I was just a girl who had a passion for this industry from a young age and I'm proud of this salon and grateful for my supportive husband, family and staff." But Shell has no plans of leaving the industry any time soon. After some trial and error, she's finally finding what works for her business and is running with it. Coconut Tan has pared their services down to strictly tanning to reflect the preferences of their market. life with her husband Jim Kalka Jr. and four children. No matter how crazy things get, she seems to share a balanced gratitude for her children and her dream business. A WOMAN WITH A PLAN When Shell first purchased the tanning salon, she set a goal to open five stores in five years. It's a tough task that she is on track to achieve Since she tends to be a behind-thescenes type of woman, she found it funny that Coconut Tan garnered as much local recognition as it did. The media was quick to follow up on her salon for turning failing locations around and growing so quickly. "Everyone has their own business model," she says. "I know people who have been in this industry for 20 years, and they do well with the spa services – and that's great. But my passion is for tanning, and if something isn't where my passion is, I have a hard time sticking to it." "This is a passion for me, and if you are driven enough by your passion you can make it work," she says. "I don't have all the answers, but I feel FAST FACTS ABOUT THE SALON Levels of EFT: 5 Employees: 4-6 per location UV Units: 6-12 per location SERVICES AND PRODUCTS: ADVERTISING: Newspapers Cross Promotion Website Radio Groupon UV Tanning Facebook Text LivingSocial Teeth Whitening Kits Twitter Email Traditional Mail Foursquare Airbrushing SmartTan.com ❘ SMART TAN MAGAZINE ❘ 40