When we were in high school, we all talked about what we wanted to be when we grew up. Some dreamed of becoming successful doctors, lawyers, or engineers – aiming high. However, as we grow older, we often let destiny take its course, a common feeling among teenagers. For Dr Aizul Hafizi Ismail, the founder of SIS Aesthetic Centre, his story is different. He had a clear goal from a young age and knew what he wanted to be, planning everything since he was nine years old.
A childhood dream of becoming an aesthetician
Back in my day, I liked to read magazines. There was an article about an aesthetic doctor that immediately caught my eye. So, I did some research on how to become an aesthetician, and that’s how I structured my career path. I knew that I needed to study medicine and specialize in the aesthetic discipline – I had everything figured out since I was young,” he said.
“After I completed my aesthetic course under the Malaysian Aesthetic Certificate, I then ventured into entrepreneurship. I didn’t come from a wealthy family, so I saved a lot from my salary to open my aesthetic center. However, lacking solid knowledge of entrepreneurship, I decided to have a partnership first.”
In 2016, he started as a franchise in Wangsa Maju. It was a learning process for him. He learned how to manage the business, hire talent, handle cash flow, marketing, and everything else, and he took to entrepreneurship like a duck to water. Throughout operating the franchise, he accumulated positive cash flow every single month.”
SIS Aesthetic Centre gains positive cash flow every month
How did he do it? Dr Aizul reveals his tips: before launching the business, he did a pre-launch so people were waiting for it. Besides, personal branding plays a big factor in the success of a business. In the first month, he already had a few regular clients.
Even during the pandemic, the business maintains positive cash flow. They are lucky because the skincare line called Dr SIS™ could support them. Surprisingly, the 2020-2021 profit doubled compared to 2019.
“Business is all about you find new obstacles every single day. Every day is a challenge for you. So stay focus.”
People keep saying that Malaysians are more aware of their spending, but it’s different for my center. It’s always full even during the pandemic. I think our online promotions helped us navigate through the tough times.”
SIS Aesthetic Centre: Provides all kinds of skin treatments
Not long after running a franchise center, he gained the confidence to open his own aesthetic center. In 2017, the business changed to SIS Aesthetic Center. It is still in the same location, with the same people, but under a different branding. SIS Aesthetic Center focuses on two main treatments: acne and deep scars. All treatments available are reasonably priced, and they have a loyal base of returning clients.
Diversify the business
For Dr. Aizul, adding branches is not his main focus. He prefers to diversify the business. Recently, he opened a general medical clinic called U.n.i Klinik in Cheras that is run by other doctors. Additionally, he launched a skincare line called Dr. SIS™ that is available in a physical store and online.
“Some people like to do many things at once. But, they don’t have the niche. It’s better to do well in one thing rather than doing it all at once but you can’t deliver it.”
Adding branches is not my goal because I notice people are more comfortable when I am around. They prefer to stick to only one doctor, maybe because of trust issues. So, for me, it’s better to focus on only one clinic.”
The 32-year-old doctor hailing from Batu Pahat, Johor, also has a plan to open a haemodialysis centre and private hospital in the future. He always hungers for more. He also shares that he aims to open an aesthetic centre with a bigger team to cater to more customers.”
Focus on becoming a businessman
As a doctor turned entrepreneur, Dr. Aizul has everything figured out. He had planned his career meticulously. By the end of this year, he wants to exit from the service and hire a doctor to take over his role.
“I just want to be an entrepreneur who manages the business so that I can focus solely on growing the company,” he said.
Education helps in creating successful entrepreneurs
To be where I am today wasn’t easy. I learned a lot throughout the process. That’s why I wanted to emphasize that education is important. Education is what shaped me to be an entrepreneur with a good attitude.
“To be a successful entrepreneur, you need to have a formal education along with passion”
“Some might say that education is not important as long as you have experience in the business. Indeed, entrepreneurial success is not hinged on the achievement of higher education. However, there is knowledge, skill, and opportunity that can only be found in academia. With education, it makes you different in terms of your attitude and also the way you think,” he ended.
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