BLONDE BY JAS

Service Sales Report 2024 – 2026

2024 — Full Year
$113,782
Gross Revenue
Booked$108,659
Walk-in$5,123
Net Revenue$103,438
Total Services990
Avg / Service$115
2025 — Full Year
$144,126
Gross Revenue
Booked$138,458
Walk-in$5,668
Net Revenue$131,024
Total Services1,307
Avg / Service$110
+26.7% YoY Growth
2026 — Jan–May YTD
$42,916
Gross Revenue
Booked$41,852
Walk-in$1,064
Net Revenue$39,015
Total Services383
Avg / Service$112
Annualized Pace ~$103K

Revenue Breakdown

Drag to orbit · scroll to zoom

2024
2025
2026 YTD
Revenue by Category
2025 Service Split

The Opportunity

Your booking menu has 11 tabs — the data says you only need 5

82%
of all revenue comes from just 3 categories: Blonde Bundles, Haircuts, and Blonde Add Ons
11
tabs on your booking page. More choices = more friction. Clients hesitate when menus are cluttered
5
tabs is all you need. Every service that actually sells, in a cleaner layout
Your business is Blonde Services — that’s 60%+ of revenue. Haircuts are your second pillar at 19%. Tint Colour doubled in revenue and is your growth category. Everything else is either declining, dead, or can be folded in. Below is the exact menu structure we recommend.

Recommended Booking Menu

5 clear tabs · every service that sells · nothing that doesn’t

1

Blonde Services

Full-head Foils$365
Full-head Foils long/thick$400
Half Head Foils$290
Half Head Foils long/thick$320
3/4 Head Foils$355
1/4 Head Foils$279
Scalp Bleach • NEW$200
Toner + Blowdry$180
Balayage Toner + Blowdry$200
Cleanse / Tip out$40
Balayage Toner (add on)$40
Included Blowdry—
~70% of revenue
2

Colour

Block Colour$200
Colour (Full Regrowth)$110
Colour and Few Foils$330
Colour (Partial Regrowth)$80
Colour BlowdryVaries
~7% of revenue • doubled in 2025
3

Cut & Style

Long Hair Cut$120
Short/Medium Haircut$100
Ladies Haircut ONLY$60
Wash + Blowdry short/med$80
Wash + Blowdry long$90
~19% of revenue
4

Kids

Primary School Girls$50
High School Girls$80
~1% of revenue • keeps families
5

Consultation

Free ConsultationFree
New client entry point

Changes Summary

What to remove and what to do right now

Removed from Menu

Olaplex Full Treatment3 → 2 → 0 sales
Olaplex Mini TreatmentZero sales ever
Upstyle3 sales in 2.5 years
Curls ONLY4 sales in 2.5 years
Extensions tabOnly $10 service left, revenue declining
General tab$159 special undercuts $180 toner
Treatments tabEntire category dead

Do This Week

Add Scalp Bleach to booking$4,280/yr missing
Set Half Head Foils long/thick price$4,200/yr, no price shown
Remove Olaplex from menuDead weight
Merge Blonde Bundles + Toner + Add Ons1 tab, not 3
Merge Haircuts + Styling1 tab, not 2
Investigate 2026 slowdown~$103K pace vs $144K

Market Position

How Blonde by Jas compares to 5 Wollongong competitors

Salon Full Head Foils Half Head Foils Quarter Head Full Head + Toner Half Head + Toner Notes
Blonde by Jas $365Long/thick $400 $290Long/thick $320 $279 $545Long/thick $580 $470Long/thick $500 Toner + blowdry charged separately at $180
Salon Kaia —No foil-only option —No foil-only option —No foil-only option from $498 bundled from $415 bundled All prices include gloss + finish
Haylo Hair —No foil-only option —No foil-only option —No foil-only option $450 bundled $350 bundled Includes toner + styling + finish
SMA Hair —Sold as package only —Sold as package only —Sold as package only $370–$450 bundled $290–$350 bundled Packages include toner; range depends on length
Kahari Hair $360–$390By length $320 $270 $500–$530Foils + $140 toner $460$320 + $140 toner Only competitor also charging toner separately ($140)
Social Hair Co —No foil-only option —No foil-only option —No foil-only option $427 bundledIncludes cut + blowdry $349 bundledIncludes cut + blowdry Most inclusive bundle — toning + cut + blowdry
Walk-Out Price Position — Where Jas Sits in the Market
Full Head Foils + Toner
Total walk-out cost for a full blonde service
$370
$580
Half Head Foils + Toner
Total walk-out cost for half head blonde
$290
$500
Wash + Blowdry
Short/medium hair — direct comparison
$50
$99
Ladies Haircut / Restyle
Full cut service comparison
$80
$170
Colour Regrowth / Root Touch Up
Walk-out price including styling where bundled
$110
$212
Premium Positioning

Jas is positioned as a premium provider in the Wollongong market. Her bundled blonde services ($545 full head + toner) are the highest walk-out price among all 6 salons surveyed — sitting $17 above Kahari (the next most expensive) and $95 above Salon Kaia. The key difference: most competitors bundle toner into their foil price, while Jas charges toner + blowdry as a separate $180 line item — making the true cost less visible until checkout.

This premium position is sustainable while demand is strong, but the 2026 slowdown (−28% annualized) suggests price sensitivity may be emerging. Notably, Jas's haircuts ($120) and wash + blowdry ($80) sit mid-market — the premium loading is concentrated entirely on colour services.

PRICE RECOMMENDATIONS

Service-by-service pricing analysis based on competitor benchmarking across the Wollongong & Illawarra market. Where Jas sits, where she can move, and what it means in dollars.

▲ RECOMMENDED INCREASES — UNDERPRICED VS MARKET
Scalp Bleach INCREASE
$200 ⟶ $250–$280
Market Range
$200 (Jas) $350 (SMA)
SMA Hair$290–$350
Haylo Hairfrom $349
Jas (current)$200
Jas is $90–$150 below the market floor. This is a technical, high-product-cost service where clients expect to pay more. An easy $50–$80 increase with zero pushback risk.
▲ ~21 services/yr × $60 avg increase =  +$1,260/yr
Colour Full Regrowth INCREASE
$110 ⟶ $150–$170
Market Range
$110 (Jas) $200 (Kahari)
Kahari Hair$200
Haylo Hair$199
Social Hair Co$184 (bundled)
SMA Hair$150–$200
Jas (current)$110
Jas is the cheapest in market by $40–$90. Tint colour generated $10.5K in 2025 across ~95 services. This is the single highest-impact price increase available — high volume, large gap to competitors.
▲ ~95 services/yr × $50 avg increase =  +$4,750/yr
Block Colour INCREASE
$200 ⟶ $240–$260
Market Range
$200 (Jas) $280 (SMA)
SMA Hair$240–$280
Social Hair Co$273 (bundled)
Kahari Hair$240
Jas (current)$200
$40–$80 below every competitor. Block colour is a straightforward all-over service where the skill premium is in the colour selection, not complexity. Clients won't notice $40–$60 up.
▲ Estimated +$1,500/yr additional revenue
Wash + Blowdry INCREASE
$80–$90 ⟶ $90–$100
Market Range
$50 (SMA) $99 (Haylo)
Haylo Hair$99
Salon Kaia$85–$95
Jas (current)$80–$90
Kahari Hair$60
SMA Hair$50–$80
Market is split. Premium salons charge $85–$99, budget salons $50–$60. As a blonde specialist Jas should price at the premium end. Moving to $90–$100 aligns with positioning.
▲ Estimated +$800/yr additional revenue
Ladies Haircut Only INCREASE
$60 ⟶ $70–$80
Market Range
$60 (Jas) $190 (Haylo)
Haylo Hair$99–$190
Kahari Hair$100
Salon Kaia$80–$120
Jas (current)$60
$60 is below every single competitor. Even SMA’s apprentice blowdry is $50. Jas is leaving money on the table here. A $70–$80 price point is still the cheapest in market.
▲ Estimated +$600/yr additional revenue
▬ HOLD STEADY — AT OR ABOVE MARKET
Full Head Foils HOLD
$365–$400 ⟶ $365–$400
Walk-out Price Comparison
$350 (market low) $545 (Jas walk-out)
Walk-out price with toner ($545) is already the highest in market. Raising foils further would push the total past $600 — risky given 2026 economic slowdown. The premium is justified as a blonde specialist, but don’t push further yet.
▬ No change — already maximised through toner add-on structure
Half Head Foils HOLD
$290–$320 ⟶ $290–$320
Walk-out Price Comparison
$280 (market low) $500 (Jas walk-out)
Walk-out ($470–$500) is highest in market. Same logic as full head foils — the toner add-on already captures the premium. Hold and let the add-on structure do the work.
▬ No change — walk-out price already at market ceiling
Quarter Head Foils HOLD
$279 ⟶ $279
Market Range
$250 (SMA) $300 (SMA upper)
SMA Hair$250–$300
Haylo Hair$290
Jas (current)$279
Kahari Hair$270
Sitting right in the middle of the market between Kahari ($270) and Haylo ($290). Competitive and fair. No reason to move.
▬ No change needed — well positioned
Toner + Blowdry HOLD
$180 ⟶ $180–$190
Competitive Context
Included (competitors) $190 (Jas ceiling)
This is the hidden premium driver. Most competitors include toner in their package prices. Since Jas charges it separately on top of foils, it’s already a profit maximiser. A small $10 bump to $190 is safe; anything more widens the walk-out gap too much.
▲ Small $10 bump possible = +$1,200/yr additional
● HOLD — RELATIONSHIP BUILDERS
Kids Cuts HOLD
$50–$80 ⟶ $50–$80
Market Range
$50 (Jas low) $99 (Haylo)
Haylo Hair$55–$99
Jas (current)$50–$80
Only Haylo offers kids cuts in the competitor set. Jas is competitive. These represent just 1% of total revenue — they’re relationship builders that bring mums through the door, not revenue drivers. Don’t optimise here.
● No change — 1% of revenue, strategic relationship value
ESTIMATED ADDITIONAL ANNUAL REVENUE
Total Impact
+$10,110/yr
Colour Full Regrowth
+$4,750
Block Colour
+$1,500
Scalp Bleach
+$1,260
Toner Bump (+$10)
+$1,200
Wash + Blowdry
+$800
Ladies Haircut Only
+$600
These are conservative estimates based on 2025 service volumes held flat. Actual impact may be higher with client growth. Foil services are excluded as they’re already at market ceiling through the toner add-on pricing structure.
2026 Revenue Projections
Three scenarios based on current trajectory, pricing changes, and volume recovery. All figures gross revenue.
2024 Full Year
$113,782
990 services · $115 avg
2025 Full Year
$144,126
1,307 services · $110 avg
2026 YTD (Jan–May)
$42,916
383 services · $112 avg
2026 Annualized
~$103K
Current pace projection
Warning
Scenario A
Do Nothing
$104K
Range: $100K – $108K
↓ 25–29% vs 2025
  • YTD $42,916 × (12/5) = $102,998
  • Winter months (Jun–Aug) typically slower
  • Spring/summer pickup partially offsets
  • Realistic landing: $100K–$108K
  • Significant regression from 2025 peak
Moderate
Scenario B
Price Adjustments Only
$110K
Range: $106K – $114K
↓ 21–26% vs 2025
  • Same service volume as current trajectory
  • +$10,110/yr at full run rate from price increases
  • Only 7 months remaining = ~$5,900 impact in 2026
  • Recovers some ground but doesn't match 2025
  • Low effort — implement this week
Recommended
Scenario C
Price + Volume Recovery
$124K
Range: $118K – $130K
↓ 10–18% vs 2025
  • Price adjustment revenue: +$5,900 (remaining 7 months)
  • Menu simplification reduces booking friction
  • Estimated 5–10% volume uplift from optimization
  • Spring/summer seasonal recovery factored in
  • Gets close to or matches 2025 revenue
Action Plan
What To Do
1
Immediate Price Adjustments
This Week
Service Current Recommended
Scalp Bleach $200 → $260
Colour Regrowth $110 → $160
Block Colour $200 → $250
Ladies Haircut $60 → $75
Wash + Blowdry $80/$90 → $90/$100
Toner + Blowdry $180 → $190
Est. Impact: +$10K/yr at full run rate
2
Menu Optimization
This Month
  • Consolidate 11 booking tabs down to 5 — reduces choice paralysis and increases conversion
  • Add Scalp Bleach to online booking — currently missing from the menu despite $4,280/yr in demand
  • Simplify service names for clarity — clients shouldn't need hair knowledge to book correctly
3
Investigate the 2026 Slowdown
This Month

Service volume dropped from 1,307 (2025) to a ~920 annualized pace (2026) — a 30% decline that pricing alone can't explain.

  • Check Google reviews trend — any drop in volume or negative reviews in Q1 2026?
  • Audit Instagram engagement — has posting frequency or reach declined?
  • Scan for new competitors — did a salon open nearby or run aggressive promos?
  • Assess marketing spend — was any paid marketing reduced or stopped?
4
Protect the Premium Position
Ongoing

Jas commands the highest walk-out prices in Wollongong ($545 for full head blonde). This is earned as a blonde specialist — don't race to the bottom.

But the unbundled pricing model (foils + toner charged separately) makes the total less transparent to clients comparing prices online.

  • Create 2–3 "Blonde Packages" that bundle foils + toner at a slight discount ($520 vs $545 à la carte)
  • This looks competitive while preserving margin — clients see the total value upfront before they book
  • Trade-off: $25 discount × ~240 blonde services/yr = $6,000 revenue reduction — but likely increases conversion and volume to more than offset
  • Position packages as the recommended option, keep à la carte for custom requests

Jas doesn't have a pricing problem — she has a transparency problem. Her individual service prices are competitive. But because toner is charged separately ($180), the total walk-out cost is the highest in Wollongong without looking like it upfront. The fix isn't lowering prices — it's bundling strategically so clients see the total value before they book.

BLONDE BY JAS · SALES DASHBOARD · DATA PERIOD JAN 2024 – MAY 2026