To know who & what you competing with!
Visit the competitor.
If you can sample the services, brilliant, but even if you cant, see/observe what they are upto.
Observe the cleanliness, observe the guests, observe the staff/employees, their body language, their mannerisms, observe the marketing material, observe the process.
Now make notes.
Write down three things you liked about them.
I know, you are more likely to find faults, but at this moment, I want you to focus on what they are doing right. That is where you can learn & improve.
So, today Visit a Competitor!