SECONDARY RESEARCH
PRODUCTS & LOCATIONS
$45 $25 $20 $15
AUSTIN 8 locations ● 183/Anderson Mill ● 41st/Red River ● Burnet ● East 6th
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Domain Northside Slaughter Lane South Congress South Lamar
HOUSTON 1 location ● Houston Heights
THE EXPERIENCE CRACK OPEN A COLD ONE
A PARTY, NOT A CHORE
COMPETITORS Fun
Affordable
Classy
Serious
TARGET MARKET MODERNISTS - 20s ● ● ● ●
College students to young professionals Spends time on the internet and on leisure activities Influentials Effortlessly cool
Target Male: White-collar job but doesn’t conform to routine. He is looking to experience new things and enjoy simple pleasures.
ADVENTURERS - 30s ● ● ● ●
Have families and careers Youth and individualism Medium maintenance but professional Light hearted and fun-loving
Target Female: Young woman with consciousness of good beauty health practices and is aware of trendy fads. Willing to pay more for quality service and products
SWOT ANALYSIS STRENGTHS ● ● ● ● ●
Customer Service Mid-Level Pricing Fun Brand: Offers free beer, Wi-Fi, and entertainment Unique and inviting atmosphere Unisex/gender-neutral appeal
WEAKNESSES Exclusive brand Too rooted into Austin culture to expand Less convenient No- Appointment policy can be seen as lack of business structure
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OPPORTUNITIES ● ● ●
Develop partnerships with local businesses Long-lasting relationship with female clients Location: Austin & Houston are booming cities
THREATS ● ● ●
Low prices used by large chains High-end and similar-priced salons that offer more services Switching cost and customer loyalty to other salons
SOCIAL MEDIA (@birdsbarbershop)
6,108 followers Posts about 5-10 times a month
4,760 followers Posts about once a day
9,575 followers Posts about 2-3 times a month Pages for specific locations too (e.g. @BirdsLamar)
USES ● ● ● ● ●
Store opening/close updates Reposts of articles mentioning Birds Customer haircut highlights Announcements Event promotion
AVG. 4/5 STARS GOOD Free beer, great vibes, trendy, hipster styling BAD Overpriced, bad hairstylists, too edgy
POINTS OF CONTACT JEREMY NGUYEN
ERIN PORTMAN
HEAD OF MARKETING & DESIGN
PR CONSULTANT & PR DIRECTOR
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B.S. Advertising from UT Austin
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Public Relations at Florida State University
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Former experience as Art Director ○ GSD&M ○ Moroch ○ The Screamer Company
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Leadership roles in account management & PR ○ Erin Portman PR ○ HomeAway ○ Flexjet ○ Cohn & Wolfe