THERE IS NO "I" IN WHAT WE DO
The Braxton Grooming Lounge
90-Day Marketing Domination Playbook
Executive Summary
Current Position
- Excellent 5.0 rating with 14+ Google reviews
- Strong reputation for textured/4C hair expertise
- LGBTQ+ friendly and inclusive environment
- Prime Ferndale location with affluent demographics
90-Day Opportunity
- Capture digital-first grooming market
- Establish premium positioning vs. competitors
- Build systematic referral and retention systems
- Leverage $500/month budget for maximum ROI
Market Analysis
Competitive Landscape
Primary Competitor: Detroit Barber Co.
Their Strengths:
- • Multiple locations (8 Metro Detroit)
- • Established since 2015
- • Strong brand recognition
- • Product line development
Their Weaknesses:
- • Generic "old-school" positioning
- • Limited specialty services
- • Less personalized experience
- • Higher volume, lower touch
The Braxton Advantage:
Unique Positioning:
- • Premium inclusive grooming experience
- • Textured hair specialization
- • LGBTQ+ safe space
- • Personal connection with clients
Growth Opportunities:
- • Digital-first marketing approach
- • Community partnership development
- • Premium service expansion
- • Social media content creation
90-Day Action Plan
Month 1: Foundation Building
Digital Foundation
- Optimize Google Business Profile
- Set up Square Appointments (Free)
- Create Instagram Business account
- Launch TikTok presence
Content Creation
- Before/after photo system
- Client testimonial collection
- Behind-the-scenes content
- Educational grooming tips
Month 2: Growth & Optimization
Paid Advertising
- Facebook/Instagram Ads ($150/month)
- Google Ads local campaigns ($100/month)
- Location-based targeting
- A/B testing ad creative
Community Building
- Local business partnerships
- Referral program launch
- Email newsletter setup
- Review generation system
Month 3: Scale & Optimization
Advanced Marketing
- Social media management tool ($25/month)
- Influencer partnerships
- Content calendar optimization
- Analytics and reporting setup
Revenue Optimization
- Premium service package creation
- Loyalty program implementation
- Upselling training and systems
- Customer retention analysis
Recommended Tech Stack
Free Tools
-
Square AppointmentsBooking & payments
-
Google Business ProfileLocal SEO & reviews
-
Canva FreeSocial media graphics
-
Buffer FreeSocial media scheduling
Low-Cost Essentials
-
Zoho Social$15/month - Social management
-
Mailchimp$10/month - Email marketing
-
Canva Pro$15/month - Advanced design
Growth Tools
-
Facebook/Instagram Ads$150/month - Paid advertising
-
Google Ads$100/month - Local search
-
Analytics ToolsPerformance tracking
Budget Allocation Strategy
Monthly Budget Breakdown
Conservative Growth Projections
90-Day Milestone Projections
Strategic Partnership Opportunity
UNFY: Your Growth Partner
Professional marketing execution and strategic guidance to accelerate your barbershop's growth while you focus on what you do best - creating exceptional grooming experiences.
Strategic Consulting Services
- Monthly strategy sessions and performance reviews
- Competitive analysis and market positioning
- Business development and expansion planning
- Financial modeling and growth projections
Marketing Execution
- Social media management and content creation
- Paid advertising campaign management
- Local SEO optimization and review management
- Email marketing and customer retention systems
Ready to accelerate your barbershop's growth with professional marketing support?
Contact Eric Farnell at UNFY to discuss a customized partnership plan that fits your budget and growth objectives.
Important Assumptions & Disclaimers
Projection Methodology & Assumptions
Baseline Assumptions: Current projections are based on industry averages for single-operator barbershops with excellent ratings (5.0 stars) in similar demographic areas. Actual baseline performance may vary significantly.
Growth Estimates: Conservative growth projections of 10-15% monthly increases assume consistent marketing execution, no major economic disruptions, and typical market responsiveness to digital marketing efforts.
Market Factors: Projections assume stable local market conditions, no new major competitors, and continued demographic trends in Ferndale, MI area.
Budget Efficiency: ROI estimates are based on industry benchmarks and may vary based on actual campaign performance, seasonal factors, and competitive responses.
Implementation Variables: Success depends on consistent implementation of recommended strategies, quality of execution, and business owner's ability to maintain service quality during growth phases.
Data Sources: Market research compiled from IBISWorld industry reports, Google Business Profile data, competitor analysis, Ferndale demographic data from DataUSA.io, and industry benchmarks from various marketing research firms.
Disclaimer: This playbook is for strategic planning purposes only. Actual results may vary significantly based on execution, market conditions, and business-specific factors. All financial projections are estimates and should not be considered guaranteed outcomes.
Created: July 2025 by Eric Farnell and the UNFY team. This analysis is proprietary and confidential.