An integrated business model for the management and scaling of networked enterprises in the men’s grooming industry

Abstract

Conditions for developing the service economy highlight the need for comprehensive approaches to managing and scaling network enterprises, ensuring the integration of strategic, process, digital, financial and customer-oriented management components. The purpose of the study is to develop an integrated business model for the management and scaling of network enterprises in the men’s grooming industry, taking into account industry specifics, features of service activities and modern requirements of digital transformation. The methodological basis is the system and process approaches, adaptation of the Business Model Canvas to industry specifics, SWOT and PESTEL analysis, GAP analysis, Value Chain Analysis, expert assessment for verification of structural elements of the model, economic modeling of financial indicators of a typical network point and digital modeling of business processes in the Bizagi Modeler environment. The study results are presented as an eight-component conceptual model that integrates strategic, process, organizational, digital, financial, customer, scaling and efficiency management blocks. A digital management architecture based on integrating CRM and ERP systems is proposed, providing a single information space for the network; a balanced KPI system for all management levels (network, point, barber) and a risk assessment matrix with specific response plans are developed. The financial model of a typical point demonstrates an EBITDA margin of 16–18%, ROI of 28–32% and a payback period of 18–24 months. A four-stage scaling model (pilot, regional, national, international stages) with a mixed approach combining franchising and corporate opening is substantiated. Conclusions. The feasibility of using an integrated approach to managing and scaling network enterprises in the men’s grooming industry is substantiated. The proposed business model expands scientific and methodological approaches to managing service networks and can serve as a practical tool for improving management systems, standardizing business processes and ensuring sustainable development of enterprises in the industry.