Membership & Promotional Plan

Nails · Brows & Lashes · Facials · MedSpa · Internal Working Document

Operating Assumptions

Nail capacity is confirmed. Other room capacity is inferred — flag anything wrong and the model will need to be re-run.

Space	Stations	Hours	Notes
Manicure tables	10	Tue–Sat, 9a–9p	Confirmed
Pedicure chairs	3	Tue–Sat, 9a–9p	Confirmed — bottleneck (3.3× fewer than mani)
Brow / lash chair	1 (assumed)	Tue–Sat, 9a–9p	Could share with a mani table
Treatment rooms (shared: facials + medspa)	2	Tue–Sat, 9a–9p	Confirmed — both rooms serve facials and medspa; medspa use gated by injector availability

Assumption to confirm: 90-minute average service, 75% realistic utilization after breaks, setup, and no-shows. All caps and revenue figures below are anchored to that assumption.

Weekly Capacity Model

Service	Formula (chairs × 60 hrs ÷ avg time)	Theoretical / wk	Realistic 75%	Monthly
Manicures	10 × 60 ÷ 1.5	400	300	~1,300
Pedicures	3 × 60 ÷ 1.5	120	90	~390
Brow / lash (0.75 hr avg)	1 × 60 ÷ 0.75	80	60	~260
Treatment rooms (2, shared) — 2 × 60 ÷ 1.5 = 80/wk theoretical, 60/wk realistic. Split below.
→ Facials (shared rooms, injector off / other room)	~72 room-hrs ÷ 1.5 × 75%	~56	42	~180
→ MedSpa (shared rooms, injector 3 days = 36 hrs)	36 ÷ 1.5 × 75%	24	18	~78
Total service slots	—	704	510 / wk	~2,210 / mo

Two bottlenecks: (1) Pedicure chairs (3) — any pedi-entitled promo must be capped or steered to Tue–Thu mornings. (2) Treatment rooms are shared between facials and medspa — every medspa hour is a facial hour we can't sell, so the skin-side membership caps below account for the combined 60 slots/wk pool, not two independent pools.

Membership Tiers

Two parallel tracks — Nails and Skin — plus one all-access tier. Members book their monthly service in a reserved window; additional services are 15% off retail.

Track A — Nail Memberships

Tier	Price / mo	Includes	Commitment	Rollover	Retail value	Discount
Polish Club	$75	1 Classic Efile Mani (Hermès polish) / mo	Month-to-month	No	$85	12%
The Signature	$149	1 Gel Mani + 15% off pedis, brows, lashes	3-month	1 mo	$170	12%
Mani + Pedi Ritual	$189	1 Gel Mani + 1 Gel Pedi / mo (pedi Tue–Thu only)	6-month	1 mo	$230	18%
The Studio	$249	2 Gel Manis + 1 Gel Pedi + 1 brow/lash + 20% off add-ons	6-month	1 mo	$325+	23%

Track B — Skin Memberships (Facials + MedSpa, standalone)

Tier	Price / mo	Includes	Commitment	Rollover	Retail value	Discount
Glow	$139	1 signature facial / mo + 10% off skincare + free brow shape	3-month	1 mo	$155	10%
Radiance	$219	1 HydraFacial or peel / mo + $50 medspa credit + 15% off skincare	6-month	1 mo	$265	17%
The Aesthetic	$399	1 advanced facial + $150 medspa credit / mo (rolls up to 3 mo) + priority booking	12-month	3 mo (medspa credit only)	$500+	20%

Cross-Track — All-Access

Tier	Price / mo	Includes	Commitment
The Concierge	$549	1 Gel Mani + 1 Gel Pedi + 1 facial or medspa treatment / mo + $100 medspa credit + brow/lash 20% off + 2 guest passes / yr + priority booking + complimentary Sunday-hours access (if added)	12-month, cancel after month 6 with 30 days' notice

Universal Member Perks

Priority booking window — 48 hrs before public
15% off any additional service beyond monthly allotment
10% off retail (BABOR, iS Clinical, hardware)
Birthday-month upgrade (one add-on service free)
Transferable once per year — gift a service to a friend

Capacity Math & Membership Caps

Membership	Monthly slot cost / member	Max concurrent members	Notes
Polish Club	1 mani	400+	Steer to Tue–Thu 9a–2p
The Signature	1 mani + fractional pedi	300	Pedi capped by discount only
Mani + Pedi Ritual	1 mani + 1 pedi	150 (hard cap)	Pedi bottleneck
The Studio	2 mani + 1 pedi + 1 b/l	100	Capped by pedi + b/l chair
Glow	1 facial (shared rooms)	—	Draws from shared face+med pool
Radiance	1 facial or HydraFacial	—	Same pool
Glow + Radiance combined hard cap = 130 (draws ~130 of ~180 facial slots/mo, leaves ~50/mo for non-members)
The Aesthetic	1 medspa treatment / mo	50 (hard cap)	MedSpa capped at ~78/mo; leaves headroom for Concierge medspa use + walk-ins
The Concierge	1 mani + 1 pedi + 1 face OR med	30 (hard cap)	Draws from shared pool; premium tier

Hard caps to enforce: Ritual = 150 · Studio = 100 · Glow + Radiance combined = 130 · Aesthetic = 50 · Concierge = 30. Waitlist once full — scarcity is on-brand.

12-Month Promotional Calendar

Two parallel lanes: Nail and Skin / MedSpa. Every promo protects retail bookings by targeting slow dayparts (Tue–Thu 9a–2p) or capping redemptions.

Month	Nail promo	Skin / MedSpa promo	Primary channel	Metric
Jan New Year Reset	"First Impressions" — new-guest Classic Efile + brow shape, $99 (Tue–Thu AM)	"Skin Reset" — 20% off 3-peel series bought in Jan	Email, IG	New-guest count, series sold
Feb Valentine's	Gift-card matching: $100 gift card → $25 bonus	"Date Night Glow" — HydraFacial + brow shape, $189 (retail $210)	IG + IG ads	Gift-card revenue
Mar Membership push	1st month of any nail membership = 50% off, waived commitment (first 100)	1st month of any Skin membership = 50% off (first 50)	Email + in-studio	100 nail, 50 skin conversions
Apr Spring break	"Toes-Out" — Sun–Tue pedi + brow shape, $119	Free brow lamination with any facial 60+ min	IG Reels	Pedi utilization Tue AM
May Mother's Day	Mom + Me: two Classic Efile Manis, $155 (save $15)	Gift-card sale: $200 card for $175	Email + FB	Gift-card revenue
Jun Wedding season	Bridal preview: mani + pedi + brow + lash lift, $325 (retail $370). Parties of 4+ can book Sunday buyout.	"Bridal Glow" 3-facial prep series, $399 (save $75)	IG + local bridal boards	Bridal parties booked
Jul Summer slow	"Weekday Escape" — mani + 30-min facial, $175, Tue–Thu 9a–3p	Buy 1 HydraFacial, get 1 for a friend at 50% off	Email	Weekday AM fill rate
Aug Back to school	"Back to Beauty" — Studio membership at $199/mo for first 3 mo	20% off microneedling packages	Email + parents' groups	Studio memberships
Sep Anniversary / Fall	Anniversary week: complimentary polish upgrade on every service	Fall Peel Season: 15% off any peel + free retinol home care	Email + signage	Repeat-visit rate
Oct Pumpkin Enzyme	"Autumn Ritual" — pedi + pumpkin enzyme foot mask, $115	Signature Pumpkin Enzyme Facial, seasonal $145	IG	New facial guests
Nov Gift-card kickoff	Gift-card bonus: $200 card = $50 studio credit; $500 card = $150 credit	Same + "Glow Box" pre-sale (skincare + facial voucher)	Email + paid social	Q4 gift-card revenue
Dec Holiday	Waitlist-only bookings, member priority; $65 holiday nail-art add-on Sun–Thu	Holiday Glow: HydraFacial + LED + brow tint, $225 (retail $260); pre-book Jan Botox for 10% off	IG Stories + member email	Member booking share, Q1 pre-books

Launch / Grand-Opening Promotion

"Founding 100" — first 60 days

First 100 guests to sign up for any membership tier receive:

Locked membership rate for life — no annual price increase
Founding-member gift bag (Lumi robe, BABOR product sample)
Name on a private "Founding Members" plaque in the studio
2 complimentary guest passes in year one

Cap and stop-loss:

Absolute cap of 100 members across all tiers combined
Distributed pro-rata to hard caps (~40 Polish, 22 Signature, 15 Ritual, 10 Studio, 6 Glow, 3 Radiance, 3 Aesthetic, 1 Concierge)
Ends the day the 100th member signs up OR day 60 — whichever comes first
Not stackable with the March 50%-off first-month push (which starts after Founding 100 closes)

Guardrails

Pedi chair is sacred. Every pedi-entitled promo must include a Tue–Thu daypart restriction or a hard cap. Members with pedi entitlement book from a reserved pool separate from walk-in inventory.

Shared treatment rooms.

Members get priority, not exclusivity. Reserve 60% of prime-time slots (Fri–Sat + Tue–Thu 4p–9p) for public bookings. Priority window is 48 hrs earlier, not a locked-out pool — protects new-guest acquisition.
No promo stacking. One promo + one membership discount per visit, never both. Prevents 40%-off pedis eating margin.
Cancellation with teeth. Missed appointments count as the month's service used (no refund, no reschedule). Two no-shows in 12 months moves the member to prepay-required status.
Revenue floor per pedi chair. 90 slots/wk × $130 blended avg = ~$47k/mo minimum pedi revenue the schedule must protect. If a promo would drop that below $40k for the month, kill or shrink it.
Quarterly review. Every 3 months, review member churn, slot utilization by category, and average revenue per member. Kill any tier under 40% enrollment against its cap after 6 months.