Our objective is to build a liquidity-aware growth engine that increases Total Booking Value, drives profitable new user acquisition, compounds repeat bookings, and accelerates Summer Pass adoption.
Channels will not operate independently. Each channel will play a defined tactical role aligned to three core outcomes: acquisition, conversion, and repeat. Scaling decisions will be governed by market-level liquidity and supply-demand balance to ensure efficient capital deployment.
We will prioritize foundational lifecycle infrastructure first, then selectively scale paid acquisition in liquidity-approved markets, while building a repeatable playbook for 2027 and beyond.
All major seasonal demand moments — Memorial Day, Labor Day, Spring Break, Graduation, Heatwaves, and similar spikes — will be pre-mapped within our lifecycle and paid strategy to avoid reactive execution.
Growth decisions will be made at the market level. Paid investment and demand acceleration will occur only in geographies where supply capacity can support incremental demand.
The Austin Local Market POC demonstrates what we plan to do from a hyperlocal standpoint and how granular we can get.
Austin represents Swimply's first systematic local market proof-of-concept, leveraging the city's dense event calendar and strong pool supply to drive location-specific demand. Austin ranks #3 nationally by confirmed bookings with 3,105 confirmed bookings over 12 months — generating $668K in confirmed GMV across 117 booked pools from a total supply of 857 registered listings.
Austin emerged as the ideal POC market through convergence of strong marketplace fundamentals and cultural fit:
Real marketplace metrics from Snowflake BOOKINGS and POOLS tables, past 12 months:
| Metric | Value | Context |
|---|---|---|
| Total Pools | 857 | 112 active, 572 zero-booking (67% dormant supply opportunity) |
| Avg Bookings/Active Pool | 56.3 | Active hosts averaging >1/week |
| Avg Rating | 3.02 | 8.8 avg reviews per pool |
| Guest Composition | 6.6 adults, 0.9 kids | 22% bring children, 31% bring pets |
| Avg Lead Time | 3 days (median) | 8.1 hrs avg to host confirmation |
| Promo Usage | 8.0% (249 of 3,105) | $31.48 avg discount; 66% are first-booking discounts |
| VIP Hosts | 17 | Only 6.5% onboarding complete — activation opportunity |
| Guest Segment | Guests | Bookings | Avg Spend |
|---|---|---|---|
| 1 booking | 1,527 | 1,527 | $215 |
| 2 bookings | 291 | 582 | — |
| 3–5 bookings | 139 | — | — |
| 6+ bookings | 52 | — | $925 |
| Month | Bookings | GMV | Avg Value |
|---|---|---|---|
| Mar 2025 | 92 | $13.8K | $150 |
| Apr 2025 | 123 | $27.2K | $221 |
| May 2025 | 490 | $113.3K | $231 |
| Jun 2025 | 649 | $134.4K | $207 |
| Jul 2025 | 647 | $157.3K | $243 |
| Aug 2025 | 632 | $147.3K | $233 |
| Sep 2025 | 281 | $50.1K | $178 |
Three supply-side metrics determine whether Austin can absorb event-driven demand surges:
Events ranked by 2025 booking uplift — the actual week-over-week booking delta during the event window:
| Event | 2026 Dates | 2025 Booking Data | Campaign Angle | Target Personas |
|---|---|---|---|---|
| SXSW | Mar 7–16 | Mar wk2: 37→59 (+59% WoW). Mar total: 178. | Festival recovery oasis | Casual, Party Planners |
| Rodeo Austin | Mar (multi-week) | Overlaps SXSW. Family-driven demand. | Family celebration | Families, Pet Owners |
| Austin Food + Wine | Apr–May | Apr: 305 bookings, $260 avg (highest AOV pre-summer). | Upscale poolside entertaining | Party Planners, Casual |
| Eeyore's Birthday | Late Apr | Apr wk3: 79 bookings, family-heavy (22% kids). | Family-friendly outdoor escape | Families, Pet Owners |
| Memorial Day | May 25 | May wk4: peak 193 bookings ($46K GMV). | Summer launch, group bookings | All personas |
| Juneteenth | Jun 19 | Jun wk3: 155 bookings. | Community celebration | Families, Casual |
| 4th of July | Jul 4 | Jul wk1: 201 bookings, $55K GMV. Peak single week. | Private fireworks poolside party | Party Planners, Families |
| Austin Pride | Aug | Aug avg: 226/wk. | Celebration gatherings | Party Planners, Casual |
| Labor Day | Sep 1 | Sep wk1: ~110 bookings. Season closer. | Last splash of summer | All personas |
| ACL Festival | Oct 3–12 | Oct: 209 bookings. Event lifts demand 4x vs Nov baseline. | Festival recovery, extend season | Casual, Party Planners |
| F1 US Grand Prix | Oct 17–19 | Overlaps ACL shoulder. Premium visitors. $394 avg (Atlanta). | International premium experiences | Party Planners, Luxury |
Host-side preparation calendar aligned to each event window. Anchored in real Snowflake supply data:
| Event Window | Availability Action | Pricing Readiness | Bookability Nudge |
|---|---|---|---|
| SXSW (Mar 7–16) | T-21: Open all weekend slots + extend to Thu–Mon. Reactivate paused pools (142 paused). | $179 avg (Mar 2025). Push to $200–250. Show "pools near you earned $X last SXSW." | Instant book ON. Response time target: <4hrs. Stock amenities. |
| Apr–May events | T-14: Ensure weekday slots open for corporate/group. Family-friendly pools flag kid amenities. | $255–260 avg. Premium for party-ready amenities. Introduce "event-week pricing" tier. | Complete onboarding (only 6.5% done). Update photos. Add kid/pet badges. |
| Memorial Day (May 25) | T-14: Open Sat–Mon 3-day window. Target: 150+ active pools (vs 103 peak May 2025). | $255 baseline → push to $300+. Group rate option for 10+ guests. | "Last year hosts earned $196K in May." Revenue proof nudge. Dormant host reactivation. |
| Peak Summer (Jun–Aug) | Maintain max availability. Goal: expand beyond 117 unique pools booked. | $207–243 avg. Dynamic pricing: higher Sat ($281), discount Wed ($113) to fill midweek. | Weekly "your earnings this week" digest. Respond-faster nudge (8.1hr → 4hr). Review prompts. |
| Labor Day + ACL (Sep–Oct) | T-14: Don't shut down for fall. "Season's not over." ACL brings 450K visitors. | $178 avg (Sep). Premium for ACL weekends. "Extend your earning season." | Year-end earnings summary preview. "You're $X from $Y annual goal." Retention. |
| Day | Bookings | GMV | Avg Value |
|---|---|---|---|
| Saturday | 1,116 | $313.7K | $281 |
| Sunday | 862 | $167.8K | $195 |
| Friday | 373 | $82.0K | $220 |
| Monday | 219 | $39.6K | $181 |
| Thursday | 219 | $30.6K | $140 |
| Tuesday | 165 | $16.9K | $102 |
| Wednesday | 151 | $17.1K | $113 |
Curated event-to-pool recommendations delivered every Tuesday:
| Week | Event Focus | 2025 Baseline | Guest Send | Host Send |
|---|---|---|---|---|
| Mar 2–8 | SXSW pre-launch | 17 bookings, $2.4K | "SXSW is coming — book your recovery oasis" | "Open your SXSW weekend slots — hosts earned $5.1K this week last year" |
| Mar 9–15 | SXSW peak | 37 bookings, $5.1K | "Festival weekend — escape the crowds, dive in" | "Instant book ON, respond in <4hrs, stock coolers + charging" |
| Mar 16–22 | SXSW recovery + Rodeo | 59 bookings, $6.9K | "The best after-party is a private pool" | "Your SXSW earnings recap + keep the momentum going" |
| Mar 23–29 | Rodeo + spring break | 47 bookings, $13.7K | "Spring break pool day — families + pets welcome" | "Spring break demand incoming — update photos, add kid-friendly tags" |
| Mar 30–Apr 5 | Early spring warmup | 57 bookings, $17.4K | "Spring is here — your neighborhood pool is waiting" | "Season ramp: bookings up 3.4x from Feb. Complete onboarding now." |
| Apr 6–12 | Food + Wine prep | 74 bookings, $25K | "Foodie weekend — pool party + BBQ" | "Food + Wine weekend: $260 avg booking value. Price premium ready?" |
| Apr 13–19 | Mid-April (no major event) | 77 bookings, $16.3K | "No plans this weekend? Your neighbor has a pool" | "Midweek experiment: offer Wed/Thu discounts to fill empty slots" |
| Apr 20–27 | Eeyore's Birthday | 79–90 bookings, $19K | "Austin's weirdest party → your private pool after-party" | "Family events drive bookings — make sure kid + pet badges are on" |
| Market | Bookings (12mo) | Pools | GMV | Avg Value |
|---|---|---|---|---|
| Los Angeles | 9,150 | 342 | $2.1M | $233 |
| Portland | 5,598 | 88 | $1.3M | $237 |
| Austin (POC) | 3,105 | 117 | $668K | $215 |
| Houston | 2,192 | 94 | $460K | $210 |
| Las Vegas | 2,106 | 135 | $467K | $222 |
| San Antonio | 2,063 | 83 | $457K | $222 |
| Toronto | 1,723 | 49 | $445K | $258 |
| Dallas | 1,549 | 62 | $264K | $175 |
| Atlanta | 1,065 | 37 | $419K | $394 |
The Austin POC is designed as a reusable template. To launch a new city:
| Step | Action | Artifacts |
|---|---|---|
| 1. Data pull | Copy phase0 script, swap city/state filters. Run to generate aggregated data. | phase0_aggregated_data.json |
| 2. Event research | Populate events template with local events. Use booking data for relevance scoring. | {city}_events_raw.json |
| 3. Calendars | Generate guest calendar (events + personas) and host calendar (availability + pricing + nudges). | {city}_guest/host_calendar.csv |
| 4. Weekly feed | Generate 8-week rolling feed with guest/host sends per week. | {city}_weekly_feed.csv |
| 5. Braze segments | Create segments using F2_CITY and F2_STATE filters. Apply same persona segmentation. | Braze segment IDs |
Creative, messaging, and channel strategy will be aligned to defined use cases across guests and hosts. Each persona has distinct booking windows, motivations, repeat behavior patterns, and channel responsiveness.
A non-overlapping segment architecture that ensures every dollar reaches the right person at the right funnel stage.
| Persona | Type | Core Motivation | Booking Behavior | Top Creative Angle | Window |
|---|---|---|---|---|---|
| Michelle | Guest | Safe, memorable family celebrations | Plans ahead, compares options, reads reviews | "Birthday parties that actually have a pool" | 2–4 wks |
| Leo | Guest | Unique weekend experiences to share | Impulse, scrolls IG/TikTok, books same-week | "Your next story starts poolside" | 1–7 days |
| Priscilla | Guest | Seamless group event execution | Books for 10+, needs headcount/amenity info | "Group booking made easy" | 1–2 wks |
| Fiona | Guest | Multi-generational family togetherness | Price-compares, needs kid-safe features confirmed | "The whole family, one pool, no hotel" | 3–4 wks |
| Pete | Guest | Pet-inclusive outdoor fun | Searches "pet-friendly," niche but loyal | "Dog days of summer — literally" | 1–2 wks |
| Casey | Guest | Spontaneous relaxation or couple time | Weather-triggered, last-minute, low-friction | "Book a pool in 3 taps" | 0–2 days |
| Sarah | Host | Extra income from underused asset | Responds to income calculators, easy setup | "Your pool could earn $500/month" | N/A |
| Ed | Host | Business-grade revenue scaling | Motivated by data dashboards, multi-listing | "Turn your properties into profit centers" | N/A |
| Morgan | Host | Maximize utilization across portfolio | Wants API integrations, bulk management | "Manage all your listings in one place" | N/A |
| Rick | Host | Passive income + community connection | Needs simple onboarding, low-tech friendly | "Retire and earn — your pool does the work" | N/A |
Each segment is defined by what it INCLUDES and what it EXCLUDES. No user appears in more than one segment.
The waterfall ensures no user is double-served:
| Segment | Sees Ads From | Excluded From |
|---|---|---|
| Seg 1 (VIP) | Retention only | All other campaigns |
| Seg 2 (Repeat) | Retention only | BOF, MOF, TOF, Geo |
| Seg 3 (Lapsed) | Retention only | BOF, MOF, TOF, Geo |
| Seg 4 (Hot Lead) | BOF only | Retention, MOF, TOF, Geo |
| Seg 5 (Warm Lead) | BOF only | Retention, MOF, TOF, Geo |
| Seg 6 (LAL) | MOF only | Retention, BOF, TOF, Geo |
| Seg 7 (ASC) | MOF only | Retention, BOF, TOF |
| Seg 8 (Interest/Geo) | TOF + Geo | Retention, BOF, MOF |
Channels are execution levers — not strategy. Each channel will be deployed with a defined role, measured against profitability and repeat impact, and scaled only after validation in liquidity-approved markets.
LCM is the highest-confidence growth lever. Swimply already has a meaningful installed user base, significant first-booking traffic, and repeat opportunity that is under-optimized.
Because this channel operates on owned audiences, it carries lower risk and higher margin impact. This is the primary needle mover in the near term.
Paid social has been attempted historically but not cracked in a scalable or consistently profitable way. Our approach will be different.
We will not assume scale works.
Historically not optimized for geo-liquidity alignment, margin sensitivity, or market-level economics.
Direct mail has not been tested historically. We will treat this as a controlled experiment.
If ROI is unclear, it will not scale.
Influencers have not been systematically deployed.
No channel will scale because it "should" work. Each channel will be evaluated based on:
LCM is the foundation. Paid and offline channels are structured experiments layered on top of that foundation.
The objective is not just 2026 scale — it is building a repeatable, liquidity-aware playbook for 2027 and beyond.