Ashley Capps

It's just a call.

Yeah.

We were going to do that next and also something else. We were going to do the one perfect outfit, but it's so nuanced. But then we were thinking, okay, what if we just share with them, hey, here's how, what are some of the steps that they do to prepare if they were to work with us? How are they invested?

All right, so we transform our client's fashion style and confidence and also help save them time. So we have two different phases in the way that we do things. So onboarding phase, phase one. So we do a style assessment. So basically we establish a baseline with their current style.

So we're thinking like taking their measurements, having them do some of these steps, like creating a mood board themselves.

You know what I'm saying?

Professional, casual.

Pretty much. We establish baseline, and then we show them where they can go.

So once we show them where they can go, that's when we go in, we gut the closet, we get rid of everything, and we get them into some new outfits, looking, feeling good, and then from there, that's when we determine, just based on their lifestyle, does it make sense to work together on a monthly level, on a quarterly level,

Like, how do you, like? Because there are so few, I just manually say, hey, and I try to like.

Well, that's if they apply for more information. If they schedule the call, then I send them, hey, here's our services. Looking forward to speaking with you.

Do you think it makes sense to put the pricing on the pay?

Well, I just wanna make sure that they, Because right now it's like book a call, a sales call basically, and that's like obvious what I'm speaking about. But then this feels like, oh, just have a call about skin tone.

Yeah, and then it's not an issue because they're already qualified.

Right. Make sense? Yeah.

And at that point, we have ongoing styling sessions, we put look books together.

And we have like an on-demand service as well that they can text us if like, oh, I got a hot date tonight.

I mean, I can really just train somebody to just do it live.

Pretty much.

Four matchmakers, two private clubs.

It doesn't matter.

Not much time.

Yeah.

yeah so it's um putting together a style mood board and then we also prior to that we say hey just based on your complexion here's the colors that are going to complement you cool and then based on your dimensions of your figure here's like the silhouettes that are going to work best for you oh cool and then a big component of it is lifestyle like what are they doing on a day-to-day life yeah um and making sure that whatever they buy fits the life that they're living today and not just like oh that looks really cool on a mannequin how do you make money

I met with the owner and explained.

Manual outreach.

Email. Okay. Manual outreach explained that we can offer a complimentary service to their new clients.

And, you know, that we could close them.

And that's it. And then they would.

Um, that's been the hard part is like talking, getting them.

Um, probably about 40.

40 emails a day.

Yeah.

Best place to like pull all the data?

Because I think it's the matchmakers, but it also could be executive coaches.

could be high-end fitness trainers, people going through a transformation, weight loss, weight gain.

Yeah, we definitely, I'd say 50% up, like especially during COVID, we only work virtually. Okay. But I prefer. You prefer a person.

Host events.

Yep.

I mean, especially for the matchmakers, they're happy because their clients are getting made over. They get better pictures, therefore they get better matches. Uh-huh.

It hasn't quite turned out like that.

But just like more one-off.

Like hosting events with the individual company.

Yeah.

That's true, actually.

Yeah.

Important question.

So onboarding package that I mentioned, 8,500 bucks. That's over the course of 60 days. Then it goes into either monthly at 2K a month or quarterly at 4,500 a quarter. And then right now we also make about 10% of our revenue from commission from close. We get about 10% margins from the vendors that we work with. Okay. And right now, we just actually focused on having just this luxury tier.

i pay you for my whole uh lookbook etc transformation yeah okay and so the delivery of that transformation is like a lookbook primarily and then like yeah walk me through it a little more no so this assessment figuring out where we're going to go with your style your look then going through your current closet right getting rid of all the old stuff you actually go to their house yes okay get rid of all the old stuff reorganize the closet so that it makes it works for their life

Yep. And then we document, we do an inventory of everything in their closet. So that way when they text us or they say, hey, I'm going to Turks and Caicos. Hey, great. Pull this, pull this, pull this. And we can give it to their housekeeper or whatever. Here's your packing list.

Then we get new outfits, new clothes. Right now our promise is about five to 10 new outfits.

You don't want to get the whole new wardrobe, but enough to like, okay, I'm excited, I feel good. And then that's when we make the determination, okay, does this make sense? Given your lifestyle, you travel all the time on a monthly level or a quarterly level?

If it's in front of these people, not the one-time people, these people, they don't.

So it was priced at $3,500.

Yeah. Okay. And it was, it could be all virtually.

Or it could just be like a one day shopping.

$2,000 per month or $4,500.

Yeah.

$1,500 monthly. Per month? Yep.

Month.

Some are on like 1,500 quarterly.

Yeah.

Because this just all transitioned in September. Got it. We only have like two people currently on the new system.

Now that I've just said, hey, we're only working with you on a reoccurring basis, it's good. The thing is, I'm almost wondering if we kill this and just do the quarterly because this seems to be not most people. Do you think that it's better to simplify things or just still keep it?

Okay.

No, no, no. It's $2,000 a month or $4,500 a quarter.

Yes.

Yes.

I mean, the few that we've had, no.

Yeah.

But even if like 90% opt into this versus this. Oh, that's fine.

In the past, we had two different tiers and we focused more on one time.

because we were adding the video and we were adding in the lead magnet. Oh, you're fixing that stuff first. Yeah.

More.

like that convert into new clients?

So how many calls can you take?

Yeah, easily could double or triple that.

So right now we're doing AdWords. We're spending about $300 a month with Google, and then we're also spending about $300 a month with Thumbtack. We also partner, we have affiliates with other luxury-like services, like Matchmakers and things like that. We host events, and then also, of course, client referrals.

Yeah.

And they weren't from the ads, they were from search.

Yeah.

Yes. One thing we didn't talk about is brand.

Well, content creation.

So I have, like, I only bring this up because Ed was mentioning, like, I should consider transitioning the page from AC Styles to Ashley Capps.

And going more of the personal brand route for, like, the big top funnel. I'm not against that. Or do you think that doesn't matter? I mean, it's not doing anything right now because I haven't invested into it, but I was planning on investing.

Yeah.

Run and focus on this.

Now, the only reason why I was nervous to transition it from Ashley focusing on personal brand versus business brand is because I was running into issue in the beginning of like, oh, well, I'm not gonna be working with you. I'm working with somebody else. So that's the only reason why.

So yeah, about four are coming from affiliates. I think about a third is coming from the other two, and then a third is coming from referrals.

Okay. Makes sense. Yeah.

Okay.

No, I kind of segment those out.

Yeah.

Right now we're looking at about 12 total leads, eight appointments, 100% show for those appointments, total sales four, so close rate's 50%, show rate's 100%. 40 clients currently and one churned in the last year.

Okay, so they're coming in from different timelines, so some are monthly, some are quarterly, some are annually, just from different package testing?

All right, so just the easy 5 million revenue. Why not? And really, I think what we can do is, because it's easy for me to get stylists, to train them, is to build like an education component.

I know.

But have stylists in major metros.

So have stylists in other metros and then the long term is to be able to create a training program for them.

Super, super long term.

Yes.

And in other major metros.

Leads.

We need lead flow. We need more of them consistently and we just, we need more at bats. So that's really what it is. And also I haven't been able to be as consistent with content creation and I think there's opportunity missed there.

So 309 in total revenue, 130 in profit, 42% net margin, blended CAC of 600. LTV is 10K annually, so that gives us a 16 to 1 LTV to CAC ratio. 600 in marketing spend, show rate's 100%, close rate's 50. Okay, got it.

Cost per click, $1.89. Total clicks, 1,800.

Yeah, so like personal stylist near me, Los Angeles personal stylist.

I do not show prices.

It's just an opt-in page.

oh, how many leads?

Hi, I'm Ashley Capps. I'm founder of AC Styles. So we are a professional wardrobe and personal styling service that helps transform our clients' confidence and saves them time. So revenue, we make about 309,000 annually, 130,000 in profit. That gives us about 42% in net margins. So we've been in business for about four years and so far we've served over a thousand clients.

Okay.

Well, so that right now... That's leads. Yeah. The funnel is just like book a call.

So I think that that's... Is there a video? That's being implemented right now.

But I think that that's the big problem is it's just like, hey, buy right now.

Okay, also people that are in pain right now, because they know that they're searching for it. So 6K total spend, 158 leads, 38 bucks a lead, total sales eight, CAC 750, same LTV.

Thing is, Thumbtack is like 90 to 95% unqualified in terms of purchasing power. So we were able to rank higher for SEO through this page,

Yeah.

So I would say for this new model, a million.

Yeah.

Because $8,500 plus, what is, like, it's about $25,000 all in for the service. The other, the thing is they have to have money for the clothes as well. Yeah. So, you're looking at about a $40,000, $50,000, well, let's just even say $25,000 year spend in clothes. Average Joe Schmokinot business.

Yeah, so it is typically a transition moment. I had a baby, my body has changed, none of my clothes fit.

I got divorced, both men and women. Or I'm just, I'm getting, I want to start dating, period. My image doesn't match my status as a C-level person or even VP. Yeah, that's me. Those are the typical triggers.

Okay, so affiliates, that's what you're asking. Basically they, it's just like a lead pass through. So they make the introduction and we offer a complimentary style assessment to help them get their dating profiles ready. And it's really just a glorified sales call.

Yeah.

So combination of private social club and matchmakers, we have about six.

So that's over my whole career as a stylist.

Googling them and reaching out to them.

Mm-hmm.

What's that?

So as of this year, it's about a third.

It's because it's like very aligned audiences. Yeah, okay.

Yeah, pretty much.

Okay, yeah. Probably very simple for you. No, no, it's good.

Totally down. Cool.

Right now, about 50-50 men and women, typically in their 40s all the way to their mid-60s. These are folks that are stay-at-home moms. They could be frequent flyers. They could be going up in their career into the C-suite. And it's those that really value their time and really also value having expertise.

Can I just like ramble off who they are? Okay, so stay at home mom.

Frequent traveler. Kids with many social events.

Yeah.

Like one daughter just got married. Okay. Son is having a baby, that kind of thing.

Yep.

There's a few of these women.

And they just want to have new outfits for all of their trips. So like socialites. Socialites.

But private, not public people.

And then men CEOs.

Typically wife starts.

Got it. That's split.

So that's been my thing after reading offers and thinking about a lead magnet. It's like, what appeals to these people? And they don't want to sit there and get a checklist of how to go through their closet themselves. So the only thing I could think of, and this isn't very scalable, is the complimentary style assessment. That's one-on-one with somebody.