← Website conceptHAMS WAY · POTENTIAL CLIENT · INITIAL STRATEGY
Grow through the people
who already trust Emma.
A referral-first launch plan for an established Phoenix stylist. Objective: turn existing client relationships into more qualified introductions and repeat appointments without requiring a large public advertising campaign.
Latest portfolio update
Restored the complete compositions in all eleven photos, including process images, multiple views and before-and-after sequences supplied by Emma. Only the surrounding phone/app interface is excluded. Decorative frames within Emma’s own collages are retained so none of her photo panels is lost. Photos remain in their source colors with no image filters. Copy is rewritten in Emma’s first-person voice around making women feel beautiful and confident; nails now have their own heading.
Visual direction
Keep the black and charcoal base, softened with cream backgrounds, dusty rose headings and muted bronze details. Preserve the original colors of all client photos.
Emma’s updated direction
Over 30 years behind the chair. Help women achieve their beauty goals and feel beautiful and confident. Present hair services followed by hair photos, nail services followed by nail photos, then I-tip and weft extensions. Hair and nail appointments may be combined; confirm scheduling with Emma.
Positioning
30+ years of Phoenix experience, coloring services, haircuts, special-event hairstyles, manicures, acrylic nails, Gel-X nails, personal relationships, and I-tip and weft extension services. “Emma Aslanian” is a working website identity, subject to Emma’s approval. Nails support the service mix; hair and color anchor the brand.
The simplest client journey
Emma shares an approved photo or service spotlight → the client taps a share button → a friend receives a personal introduction → the friend messages Emma → Emma confirms suitability, service, price and appointment → the new client names the referring client.
First 30 days
| When | Action | Result |
|---|
| Week 1 | Confirm brand name, service menu, booking method, service location, capacity and extension appointment details. Collect client-approved photos. | Accurate offer and launch checklist. |
| Week 2 | Replace illustrative graphics with Emma’s work, add confirmed booking details, approve copy and open public access when authorized. | A shareable website and direct booking path. |
| Week 3 | Personally invite 10–15 established clients to share a favorite look with one person. This is a proposed pilot size, not a growth forecast. | A small referral pilot with manageable follow-up. |
| Week 4 | Review inquiries, booked appointments and service demand; adjust the message and availability. | A repeatable monthly routine. |
The monthly “push-button” kit
- One approved photo and a short service spotlight, starting with extensions.
- One ready-to-copy text, one email version and one Instagram caption.
- A mobile share button and copy-message button, implemented in the concept.
- After public launch, a website link in the Instagram bio and a QR code for the chair or mirror.
- A brief personal follow-up to people who inquire, plus a thank-you to the referring client.
The concept provides manual sharing now. Automated client campaigns require a selected messaging platform, an approved client list and permission to contact those clients. No messages have been sent and no campaign integration is connected.
Starter message for Emma to send
Hi [First name]! I’m highlighting my I-tip and weft hair extension services and would love to share what I’m working on. If someone you know is looking for a Phoenix stylist, you can send them my Instagram: @aslanian.emma. They can call or text me at 623-205-6161 to ask about a style or appointment. Thank you for always supporting my business! — Emma
Confirm pricing, availability and extension details before sending this message.
Track outcomes without a complicated system
| Measure | How to use it |
|---|
| Introductions and inquiries | Record date, source, referring client and requested service. |
| Booked and completed appointments | Track separately; calculate bookings ÷ inquiries. |
| Revenue from referred clients | Record actual completed-service revenue; compare with campaign cost and Emma’s time. |
| Repeat bookings | Review whether referred clients book a second appointment within a service-appropriate interval. |
| Capacity | Match promotion volume to available appointment slots. |
Establish the prior 8–12 weeks of inquiries, appointments and revenue as the baseline where records exist. Review monthly and assess the pilot after 90 days. Set targets with Emma after confirming capacity and baseline; do not promise results.
Braided sew-in reference
The service has been confirmed by Dara as a braided sew-in. Extension wefts are sewn onto a braided foundation. Resemble Me by Robyn: Braid Base for a Traditional Sew In ↗ shows the foundation stage. This is an independent educational example, not Emma’s work. Capture Emma’s own consultation, braid foundation, sewing and finished style for the next portfolio update.
What we need from Emma
- Confirm business/display name and publishable service location. Appointment calls and texts confirmed at 623-205-6161; Emma uses an iPhone. Call and text links are now implemented.
- Confirmed service names, pricing policy, hours, availability and referral preferences.
- Braided sew-in details: example photos, preparation, duration, aftercare, hair sourcing and suitability.
- 8–12 photos of her own work with permission to publish, a portrait and a short biography.
- Existing client-contact process and permission status; any current appointment software.
Instagram could not be retrieved during this first build. Six supplied Instagram screenshots now illustrate the private portfolio. No testimonials were invented. The supplied flyer names “Emma’s Styles at Jadore Salon” and lists contact/location details; confirm those remain current before adding them to booking links. The historical $10 promotion has not been reused. All business claims originate from the initial brief. This project workspace is for review and should be removed from the client-facing navigation before a public launch.