we drive the area. we look at a five-mile radius of the location to look for key sights. >> once the new space has been picked, he'll fall back on his experience at bernards to start the marketing. he's known for making special offers they can't refuse. one of his ideas came to life when he realized who wasn't coming to the salon. >> we are all about not just soliciting to the higher end, but affordable for the younger client. >> that's why students get 50% off their services on mondays. >> for a long period of time, i didn't recognize that pricing sometimes holds back the desire to get that service done on a steady basis. >> it benefited the business in more ways than one. the offer had a ripple effect.