Four years ago, Sally was struggling to make ends meet as a makeup artist. She was booked as much as her market would allow, but it was not enough to be financially stable. Sally began her makeup artistry career twelve years before, when she was fresh out of high school. It started as a friend of the family asking for her help for her wedding and then surprising her with a check. She never realized she could get paid for something she would have done for free. She began booking weddings and grew her reputation along with her product knowledge. From there, she started to realize many products could be combined making them more efficient, longer lasting and more cost effective.
Shortly after bringing on her assistant, Lucy, the two realized there was a real use for the multitasking products Sally envisioned. Lucy had the chemistry background to help make the products a reality. That winter, when their mak...
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...n online consumers need the type of personalized and customized advice they could get at a brick and mortar store (Coppola, 2015). Furthermore, as the community grows, the users can be sources for product development and further promotion. Facebook and Twitter can be sewn into the mix as a natural progression. (Clinger, 2013)
Though the private community would have the highest start-up costs and require the most labor hours of all the options, the return on the investment would be both immediate and ongoing. The Social Technographics and enthusiasm of the current customer base almost guarantees the success of the community. The target market for SLV Cosmetics enjoys showing off what they know about cosmetics and sharing this information with like-minded individuals. Cosmetic customers, once they find their “holy grail” product, tend to be both loyal and enthusiastic.
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