# Blowout lesson pilot plan

Campaign hypothesis: **Your dryer can do more. Find guidance for your hair—or book someone to show you.**

Audience story: a GTA resident with shoulder-length wavy hair who owns a dryer and brush but struggles to achieve a smooth blowout. A fit check precedes recommendations. Customer ownership avoids duplicate purchases; unknown equipment remains unresolved rather than assumed compatible.

The local prototype tests two equal choices: exact-model DIY guidance and a paid lesson using suitable owned items. Current sample lesson: 30 minutes, CAD 35, CAD 10 deposit or full simulated payment. This is a test price, not an approved quote or proof of viable economics. At-home flow records an unsent local enquiry only; no provider or visit is confirmed.

## Before a real pilot

Moxie Style Lab is a working service brand under MMG. The intended pilot uses contracted stylists/service providers, with scope, compensation and working terms to agree.

Recruit one real GTA professional whose skills, credentials and insurance are appropriate, and agree one small travel area and workspace requirements. No professional has yet been recruited. Define actual appointment duration, preparation, travel, scope, fee, cancellation and payment policies with that person. Do not advertise GTA-wide coverage from this demo.

Create authentic demonstration footage with a consenting real participant and their exact labelled tools. The current AI image is illustrative, not evidence of the professional’s results. Obtain image/participant permissions before publishing real creative. User authorization here covers prototype building, not contacting professionals, spending on advertisements, registering accounts, charging customers or publishing.

## Evidence to collect

Prototype events: completed profile, fit result, DIY choice, lesson choice, unsent home enquiry, simulated salon booking and demo purchase. These are local interface actions only. They do not establish sales, appointments, product efficacy or advertising conversions. Event logs omit names, free-text equipment details, condition history and neighbourhood text. Downloads contain simulation labels.

For a real recruited pilot, measure reach and acquisition spend, qualified completed profiles, fit issues, independently chosen DIY/lesson routes, actual lesson completion, customer-reported usefulness, actual purchases, cancellations/refunds and repeat interest. Separate a booking click from a paid and fulfilled lesson, and a cart action from an accepted and fulfilled supplier order. Predefine the observation window and denominator; do not claim popularity from a few successful demonstrations.

## Economics after all costs

Lesson contribution = net lesson revenue minus professional preparation/service time cost, travel time and expense, consumables, provider fees, refunds and attributable customer-acquisition cost. Product contribution = approved retail revenue minus supplier cost, shipping/fulfilment, duties/taxes as applicable, provider fees, returns and attributable acquisition cost. Avoid double-counting acquisition when a lesson and product sale share one customer.

Record assumptions as assumptions until observed. Compare contribution per completed lesson, effective earnings per professional hour including travel, and customer usefulness. No margin or profit threshold has been approved. Supplier account-only prices prevent estimating product margins now. Decide whether to continue, change the area/price/scope or stop after actual fulfilment evidence, not simulated checkout totals.

## Integration boundary

Keep the 33-task catalogue and independent staff/chair model. Reuse configurable business and provider references through the original EMO Foundry process. Real booking needs an authenticated durable backend and atomic resource reservations. Supplier price, consumer scope, stock, resale/image rights and fulfilment require verification. MMG versus Rubare hosting remains deferred; Rubare Stripe presence does not integrate this app.


## Adjacent hairpiece planning track

Approved planning scope covers men’s and women’s hairpieces/hair systems. See [hairpiece service plan](moxie-hairpiece-service-plan.md) and requirements JSON. Consultation, specialist fitting, exact-system care education and follow-up maintenance are proposed only; no service availability or price enabled. Blowout mechanics and sample price remain unchanged.