6-Month Roadmap

6-Month Roadmap & Marketing Engine

Whole Pet Grooming Academy × Pet Industry Resource

Prepared for Dara - Confidential

This document outlines a phased approach to stabilizing and rebuilding WPGA's digital presence, clarifying its positioning, and building the marketing engine needed to reach salon owners and franchise buyers. The work is sequenced to establish a solid foundation in the first three months, then scale into full campaign execution in months four through six.

Guiding Philosophy

Stabilize. Clarify. Amplify. Fix the foundation before spending on traffic. Clarify the offer before scaling the audience. Then amplify what is already working.

Phase 1 - Weeks 1–12
Phase 1

Stabilize & Build

Weeks 1–12

Theme: Discovery, diagnosis, and foundation build.

Weeks 1–3 Discovery calls, form intake, access collection - site, CRM, ad accounts, analytics
Weeks 3–5 Full technical audit, 404 remediation plan, URL architecture review
Weeks 5–8 Homepage rebuild in sandbox - persona paths, accreditation proof, testimonials, CTAs
Weeks 6–9 Avatar and bundle definition finalized with Dara
Weeks 8–10 Geo-targeted Facebook video ad campaign - 3 testimonial video cuts (30 seconds each), comments disabled, Barkley-show geo-targeting
Campaign Detail
Target AudienceDevices geolocated at major grooming events: Barkley shows, Intergroom, regional events
Creative Format30-second video testimonials (existing footage, edited by PIR)
Message Hook"$50K in revenue. One certification program." Business metrics first.
Monthly BudgetStarting at $500–$1,000/month
CommentsDisabled on all ads
GoalBrand visibility and form fills from the right audience before new site launches
Weeks 10–12 GTM and conversion tracking implementation
Week 12 Phase 1 review and go/no-go for site launch
Phase 2 - Weeks 13–24
Phase 2

Launch & Scale

Weeks 13–24

Theme: Go live, begin driving traffic, build the CRM engine.

Week 13 New site goes live - all persona paths, all bundles, working CTAs
Weeks 13–16 CRM setup (GoHighLevel) - email sequences, pipeline stages, contact tagging
Weeks 16–20 Three email campaigns built: Salon Owner Nurture, Alumni Engagement, Launch/Promotions
Email Sequence Detail
1 Salon Owner Nurture Salon owners who visit site or fill a form
2 Alumni Engagement Existing Heartbeat community members
3 Launch / Promotions All list segments
Weeks 18–22 Landing pages for Operations Bundle and Franchise Ready (ad-specific pages)
Week 20+ Scale Facebook campaigns based on Phase 1 data
Weeks 22–24 Heartbeat integration planning (API/embed)
Ongoing Monthly reporting - ad spend, clicks, form fills, email open rates, enrollments
Content Strategy

Content Leverage Strategy

WPGA already has a content library. PIR's job is to deploy it, not rebuild it from scratch.

TV Show Episodes
Clip into 60–90 second topic-specific social videos
YouTube Library
Embed on program pages; use as retargeting creative
Written Testimonials
Convert to video - shoot short additions or animate quotes with metrics
Heartbeat Community
Source blog content and FAQ material from real community discussions
Dara's Expertise
Position as Founder content - bylined articles, not personal brand videos
What's Included in the Retainer
Website design and development
CRM setup and maintenance
Social posting (3x/week)
Blog posts (2/month)
Email campaigns (setup + send)
Ad creative and management
Monthly reporting dashboard
Video editing (repurposing existing TV/YouTube content)
Month-by-Month Milestones
Month 1
  • Discovery calls complete
  • Access collected across all platforms
  • Technical audit underway
Month 2
  • 404s resolved
  • Homepage rebuild in progress
  • Avatar and bundle positioning confirmed
Month 3
  • Geo ad campaign launched
  • Conversion tracking live
  • Phase 1 review complete
Month 6
  • Site live with all persona paths
  • Email sequences running
  • 50+ contacts in CRM
  • First qualified leads from campaigns
Anticipated Barriers & How We Handle Them
Cash Flow
We can scope a narrower Phase 1 - homepage rebuild and one ad sprint - to establish trust and show results before scaling the engagement.
Emotional Fatigue
We over-communicate, show quick wins in the first 30 days, and keep decision points to one per week.
Legacy Tech Constraints
We work alongside HubSpot initially. We do not force a migration until the data proves GHL is the better path.
Internal Bandwidth
Structured intake forms, one decision per week, predictable review cadence. We do not pile things on.

Ready to move forward?

The next step is a working session to finalize avatar definitions and get access set up.

tazz@petindustryresource.com