All Work
Internal Tool · A-18 · v0.2
Halo Pets
Send demand to the groomer who still has room this week. Circular Schedulerv0.2 / LAB
HALO28 DAY CYCLE
CAREFOODVETPLAYTHE PROBLEM WE ADDRESSCan care reminders become a retention system rather than notifications?
01Modelled business scenarioCompany and figures are fictional
02Working mechanismCircular Scheduler
03Modelled outcomeFor commercial orientation
MODELLED BUSINESS SCENARIO
Book more grooming appointments in the slots that are actually free.
BUDGET$19,000 media / monthPERIOD8-week model
Modelled by breed, service area, salon and available slot.
BUSINESS MODEL
What is sold and where the problem starts.
Book completed grooming appointments into real free slots and reduce unused groomer capacity.
Lead ads collected phone numbers without breed, service, location or slot information.
Keep completed-booking CPA below $20 and reduce unused capacity by at least 20%.
THE EXPERIMENT STORY
The form booked interest. The groomer needed the right dog and an open hour.
This narrative uses a modelled scenario. The company, budget and outcomes are fictional; the diagnostic and operating logic show how a real engagement would unfold.- 01
01 / THE BRIEF The first symptom was not inside the ad account.
Phone-number leads arrived without breed, coat condition, requested service or location. Central salons filled naturally while qualified groomers in neighbouring areas kept empty slots the campaign could not see.
25-location pet-care network was selling grooming and recurring care plans across United States, three states. The model was local appointment service. On the surface, the brief sounded direct: Book completed grooming appointments into real free slots and reduce unused groomer capacity.
- MODEL
- Local appointment service
- 02
02 / WEEK ONE Wrong service length
Lead ads collected phone numbers without breed, service, location or slot information. The trap was that isolated metrics still looked acceptable: Local ad CTR was 1.42%, booking cpc was $1.36, and completed-booking cpa was $27.
Generic slots could not account for breed and coat condition. That changed the diagnosis. The issue was not one toggle inside an ad account; it was what the system counted as success and which signal reached the team. The work had to connect media to the outcome that actually created business value.
- Completed-booking CPA
- $27 → <$20
- 03
03 / THE TURN Match pet, service length, groomer skills and a live slot before asking the owner to confirm.
The first decision was “Slot feed.” Connect groomer skills, breed limits, service duration and free time. It was followed by “Pet-first booking”: Ask pet and service details before showing compatible slots.
Estimated service duration from pet details before presenting availability. Once the measurement logic was shared, the team could see what to stop, what needed a different message, and where the real constraint sat in the page, lead handling or product availability rather than traffic.
- FIRST DECISION
- Slot feed
- 04
04 / THE BUILD From scruffy to ready in the salon around the corner.
From scruffy to ready in the salon around the corner. The production plan became 15 breed transformations, 25 salon cards, dynamic slot ads and a pet-first booking flow. The tests were not about abstract taste; they covered breed, transformation, groomer, distance, next slot, price clarity and recurring plan.
The journey was assembled as one chain: Breed/service ad → Compatible salon → Live slot booking → Completed appointment. Meta, Google Search, Google Maps, Local SEO no longer lived in separate reports, while GA4, Booking system, CRM, SMS, Offline Conversions connected spend, behaviour and the final outcome. Weighted campaign value by location capacity and real travel radius.
- SYSTEM
- 4 channels · 5 tools
- 05
05 / THE DECISION Local growth should sell the next usable hour, not abstract interest in a service category.
In the model, local ad ctr moved from 1.42% to 2.37%, completed-booking cpa from $27 to $18, and unused capacity reached −29%. These are not promises; they make the decision thresholds explicit before real data enters the system.
Weeks 7–8: Balance capacity and recurring plans. The main conclusion reached beyond a single campaign. The growth system sold available capacity, not generic interest in pet grooming. That is the logic a real engagement would retain, using the client's actual evidence, constraints and accountable decision makers.
- Unused capacity
- −29%
KPI / CTR / CPC / CPA
Not one vanity percentage. The full metric chain.
Every figure in this section is modelled to demonstrate the scenario economics.01Local ad CTR
- BEFORE
- 1.42%
- TARGET
- 2.10%
- MODEL
- 2.37%
Service relevance
02Booking CPC
- BEFORE
- $1.36
- TARGET
- <$1.00
- MODEL
- $0.88
Cost of booking visit
03Completed-booking CPA
- BEFORE
- $27
- TARGET
- <$20
- MODEL
- $18
Real acquisition cost
04Booking completion
- BEFORE
- 46%
- TARGET
- >60%
- MODEL
- 64%
Flow efficiency
05Unused capacity
- BEFORE
- Base
- TARGET
- −20%
- MODEL
- −29%
Operational impact
STRATEGY
Four decisions that change the economics.
- 01Slot feed
Connect groomer skills, breed limits, service duration and free time.
- 02Pet-first booking
Ask pet and service details before showing compatible slots.
- 03Local creative
Show the nearest salon, real groomer and next available appointment.
- 04Optimize to completion
Return attended appointment and plan purchase, not form submission.
CREATIVE IDEA
From scruffy to ready in the salon around the corner.
15 breed transformations, 25 salon cards, dynamic slot ads and a pet-first booking flow.
Breed, transformation, groomer, distance, next slot, price clarity and recurring plan.
PATH TO OUTCOME
- 01Breed/service ad
- 02Compatible salon
- 03Live slot booking
- 04Completed appointment
WHAT DID NOT GO TO PLAN
Problems are part of the work. So are the fixes.
Wrong service length
PROBLEM
Generic slots could not account for breed and coat condition.
FIX
Estimated service duration from pet details before presenting availability.
Popular-location bias
PROBLEM
Central salons won auctions while suburban groomers remained free.
FIX
Weighted campaign value by location capacity and real travel radius.
OPERATING CADENCE
What happens while the project runs.
- 01Weeks 1–2
Join booking, pet and attendance data.
- 02Weeks 3–4
Build compatible-slot journey.
- 03Weeks 5–6
Launch local pet creative.
- 04Weeks 7–8
Balance capacity and recurring plans.
MAIN TAKEAWAYThe growth system sold available capacity, not generic interest in pet grooming.
This demonstrates how we think — it does not fabricate a case study.
Discuss a Similar Solution This is not a client result; the numbers are sample data. For your project, we adapt the solution, tools and measurement to the task and budget.