1. Customer Avatar
1.1. Core Products- Synthetic Wig, Hair Extension, Hair Topper
1.2. Name- Maya Thapa
1.3. Age- (18-50) years
1.4. Gender- Female
1.5. Income Level- Monthly income NPR 20,000 –NPR 100,000
1.6. Education- No specific educational level criteria
1.7. Location- Urban Areas of Nepal. Kathmandu, Bhaktapur, Lalitpur, Dharan
1.8. Painpoint
1.8.1. Hair Loss Issues
1.8.2. Natural Look & Comfort
1.8.3. Lack of Awareness
1.8.4. Maintenance Concerns
1.8.5. Affordability
1.9. Challenges
1.9.1. Product Quality & Trust
1.9.2. Stigma & Cultural Sensitivity
1.9.3. Limited Access
1.10. Goals
1.10.1. Restore Confidence
1.10.2. Effortless Beauty
1.10.3. Health & Comfort
1.10.4. Affordability with Quality (Value for Money)
2. Offer
2.1. Core Product- One Premium Synthetic, Hair Extension from my collection with a natural look and lightweigh design.
2.2. Value Proposition- The perfect solution for women dealing with hair loss or thinning, designed for ultimate comfort, style and beauty.
2.3. Bonuses
2.3.1. Free Wig Cap
2.3.2. Step by step video tutorial on how to wear wig, wig care and styling
2.3.3. Return, Exchange Policy
2.3.4. Delivery all over Nepal
2.4. Payment Terms- Flat 10% Off on the purchase of two or more products with no delivery charge.
2.5. Urgency & Scarcity- 20% Off for next 3 days with no delivery charge.
3. Marketing Strategy
3.1. USP- Pam's Wig Closet offers the "Confidence Starter Pack" a complete package tailored for men, women experiencing hair loss or thinning.
3.1.1. A premium heatproof, washable synthetic hair with a natural look.
3.1.2. An exclusive care, styling tutorial for free.
3.1.3. Our products restores confidence, combining quality, comfort and affordability.
3.2. Marketing Channels
3.2.1. Social Media Marketing
3.2.1.1. Target urban women aged 35-55 with detailed ad targeting based on interests like beauty, hair care, and wellness.
3.2.2. Content Marketing (Blogs & Youtube)
3.2.2.1. Utilize YouTube for tutorials, care guides, and “behind-the-scenes” content to build trust and authority.
3.2.3. Email Marketing
3.2.3.1. Build and segment an email list with targeted campaigns, offering personalized recommendations, testimonials, and exclusive offers.
3.2.4. Paid Advertising
3.2.4.1. Run search and display ads targeting keywords like "synthetic wigs in Nepal," "hair extensions for thinning hair," and "natural-looking wigs."
3.2.5. Local Influencer Marketing
3.2.5.1. Collaborate with Nepali beauty influencers to review the offer and share reviews on their platforms.
3.3. Content Strategy
3.3.1. Social Media Post
3.3.1.1. Short, engaging reels or photos showing before-and-after wig applications.
3.3.1.2. Real-life stories of women regaining confidence with Pam's Wig Closet products.
3.3.2. Video Content
3.3.2.1. Tutorial on how to wear, style, and care for wig.
3.3.3. Blog Posts
3.3.3.1. Post on topics like “How to Choose the Perfect Wig", “5 Tips to Make Your Wig Look Natural,” and “Why Synthetic Wigs are the Best for Everyday Wear.”
3.3.4. Email Content
3.3.4.1. Highlight the Confidence Starter Pack in a 3-part email sequence. Email 1: Introduction to the package and its benefits. Email 2: Educational content (e.g., why synthetic wigs are ideal for thinning hair). Email 3: Offer a limited-time bonus or urgency element to convert leads.
3.3.5. Interactive Content
3.3.5.1. Polls or surveys on social media for audience insights.
3.4. Promotional Tactics
3.4.1. Launch Campaign
3.4.1.1. Announce the Confidence Starter Pack on social media with countdowns and teaser videos.
3.4.2. Referral Program
3.4.2.1. Encourage existing customers to refer friends, offering both a discount or gift (e.g., NPR 500 off on their next purchase, no delivery charge).
3.4.3. Limited-Time Bonuses
3.4.3.1. Highlight the free wig cap and step-by-step wig wearing video tutorial as “exclusive” and only available during the campaign period.
3.4.4. Interactive Giveaways
3.4.4.1. Run a contest on Instagram where participants share a post about their hair loss journey, tagging our page for a chance to win a free bundle.
3.4.5. Local Awareness
3.4.5.1. Partner with beauty salons in Kathmandu, Pokhara, and Lalitpur to display promotional materials and provide mini consultations.
3.5. Timeline
3.5.1. Week 1: Pre-Launch
3.5.1.1. Create promotional content, including photos, videos, and blog posts.
3.5.1.2. Set up ad campaigns (Google, Facebook, and Instagram).
3.5.2. Week 2: Launch
3.5.2.1. Go live with social media and Google ads.
3.5.2.2. Publish the first blog post and YouTube video.
3.5.2.3. Announce the launch on Facebook and Instagram with countdowns.
3.5.2.4. Send the first email in the campaign sequence to our email list.
3.5.3. Week 3-4: Promotion
3.5.3.1. Roll out customer testimonials.
3.5.3.2. Collaborate with influencers to post reviews and tutorials.
3.5.3.3. Follow up with the second and third emails in the email sequence.
3.5.4. Week 5: Post-Launch Engagement
3.5.4.1. Collect feedback and testimonials from early customers to create additional content.
3.5.4.2. Evaluate ad performance and optimize campaigns.
3.5.4.3. Highlight urgency by reminding customers of the limited availability of the bonuses.
3.6. Measurement and Analytics
3.6.1. Website Traffic
3.6.1.1. Track the number of visitors to the Confidence Starter Pack landing page.
3.6.2. Conversion Rate
3.6.2.1. Measure how many visitors complete a purchase.
3.6.3. Social Media Engagement
3.6.3.1. Monitor likes, shares, comments, and click-through rates on posts and ads.
3.6.4. Email Campaign Performance
3.6.4.1. Evaluate open rates, click-through rates, and conversion rates for each email.
3.6.5. Customer Feedback
3.6.5.1. Gather reviews and testimonials to assess customer satisfaction and trust-building efforts.
3.6.6. Sales Revenue
3.6.6.1. Track sales generated from the Confidence Starter Pack campaign.