I am an Australian nail tech. When I started out it was my second job and I just wanted to get experience to become better.
I have a salon in my home, very lucky to have a separate entrance to my family room at the rear of my home.
Here there are NSS nail salons at every shopping centre. They were my main competition.
I priced myself the same as the NSS salons. Making money in the beginning was less important to me than building my experience and clientele. I think one thing people need to realise is in the beginning you will most probably not make a huge profit, if any. There is a lot to outlay to get yourself set up and trying to build clientele at the same time can be difficult. It will take time.
I started in 2013 and the NSS stores only did basic nail art, a few rhinestones here and there and not much else. They focused more on getting clients in and out within an hour, so a large turnover.
I picked up clientele because I could offer lots of different nail ideas than those kind of places. I did foils, stamping, glitters , you name it. Quick and easy nail art.
I would do one nail on each hand for free, then I would charge an extra $1.00 for each nail. Sometimes I would offer to do one nail for free so I could introduce my skill level to my clients. They loved it and would get caught up in all I could offer.
Looking back I know 100% that my clients came to me because I was up for anything. They would bring in photos of a design and I would 'nail' it every time for them.
In time as I got more clients I could raise my prices. I only booked clients 3 days a week, nails was my second job and not what I relied on for my household budget so I was in a fortunate position that I did not rely on that money.... believe me clients can be fickle, they don't care you have bills to pay.
I also got many of my clients through word of mouth, one client would tell their friends and so on.
Social media is also important, I have a facebook page and IG, as well as a youtube channel.
A loyalty program might help also if you get clients to recommend a friend.
If you are finding it hard to get clients just get models and offer a cut price, so you can improve and build up a portfolio of photos.
If you are finding it hard to get models ask family and friends if you can work on them for free. But make sure as time goes on and you get busier you then start to charge them, most will try it on!
Best of luck to you and I hope things go well for you in these trying times.