Mane-tained
Ask
Find a consumer problem and solve it.
Identify a problem/issue that people have, or you observe, or is something you feel is an issue, etc.
Then in conjunction with a brand (or organization) find a way to solve it and advertise the solution.
Problem
Nothing is worse than a bad haircut. However, there’s not much to be done once the scissors snip. So we asked the question, how do we prevent the bad haircut?
Solution
Mane-Tained: a social media platform designed to intercept that bad haircut from ever happening.
Brand Partnership: Mane-tained will be a new feature of Yelp that will help individuals find the right salon, stylist, or barber in their area, for them.
Because a picture is worth one thousand words.
Background
I have only ever trusted two people in my life to cut my hair. Nicky the barber and Sharon the stylist. However, both of them are located in my hometown of Long Beach NY, and I am currently living in Boston.
I grew tired of waiting for every trip home to get my haircut. So I had to do some research on where to go. However, all I could find were written reviews from strangers on-line.
I figured asking the people I knew best would be more efficient. Come to find out almost every guy I turned to said they experience the same problem I have. No one wanted to take the risk of trying out a new place. I found out the most common way people were learning about new places to get their haircuts were by seeing friends results and trusting that recommendation. But, it was only after they saw the results they would go.
Leading us to develop Mane-tained.
Yelp
Yelp receives 33 million monthly mobile app visitors
+135 million monthly users
78% users use social media daily
71% users submit a review to Yelp
Popularity skews female: 53%
Among the top 50 websites visited in the U.S. according to Alexa
ranks #1 in review category
45% of customers use Yelp reviews prior to purchase
2009-2020: +200 million yelp reviews submitted
36% of yelp users are 34-54
Beauty + Fitness = 11% of yelp reviews
Target Audience
Men and Women older than 20, who are on-the-go without time to waste. They make their opinions known, especially in 280 characters or less. They are tech savvy, they either grew up in the golden age of tech and social media, or made sure to adapt withe the times. They refuse to let their age define them. These individuals take pride in their looks. They want to make sure they know what they’re getting into before they go anywhere, or meet up with anyone. One bad haircut wont just ruin their day, but could put a damper on their mood for months.
Big Take Away
Yelp amasses a huge reach. The users take pride in their opinions and let them/want them to be known. Un-tapped potential in Gen-Z audience.
Execution
