Swimply 30/60/90

173.7K

Confirmed Bookings (12mo)

$42.0M

Confirmed GMV

90.3K

Total Pools

860

Braze Custom Events

⭐

North Star Metric

Weekly Confirmed Guest Bookings (W-CGB) — the metric that directly connects lifecycle marketing to revenue. Replace Monthly Active Hosts.

~700

Current (Feb)

~11.2K

Peak (Jul)

30 / 60 / 90 Day Roadmap

30 Days Feb 19 – Mar 20

Foundation & Summer Pass

▸ Ship 5 Summer Pass transactional emails by Mar 1 (purchase, credits, expiry, cancel, upsell)
▸ Rebuild Guest Welcome drip with seasonal content + Summer Pass banner
▸ Launch Conversion Drop-Off Recovery canvas (30m / 2hr / 24hr triggers)
▸ Build Liked-Listing Urgency flow (2hr / 24hr / 48hr)
▸ Deploy Post-1st-Booking → 2nd Swim sequence + "Before Hair Dries" discount
▸ Build Browse-Only Re-engagement (currently missing entirely)
▸ Establish W-CGB measurement baseline + KPI dashboard
▸ Austin POC: SXSW guest/host campaigns live

60 Days Mar 21 – Apr 19

Scale & Host Activation

▸ Complete Host Onboarding sequence rebuild (only 6.5% finish rate)
▸ Launch Host Listing Optimization flow (views but zero bookings)
▸ Build Host Seasonal Wake-Up (weather + date triggers for 572 dormant pools)
▸ Deploy Pool Drops weekly digest (new listings per market)
▸ Launch Weather Alert push notifications (75°F+ / sunny triggers)
▸ Ship Referral flows: invited guest review + book-your-own nudge
▸ Product announcements: Lifeguard booking + Winter Release features
▸ Austin POC: Food+Wine / Eeyore's event campaigns

90 Days Apr 20 – May 20

Optimize & Seasonal Prep

▸ Launch Membership Upsell post-first-booking (Premium Pass $19.99/mo)
▸ Ship Swimming Lessons product announcement (cross-channel)
▸ Build Memorial Day campaign ($200K+ target, V-Day playbook)
▸ Schedule July 4th ($250K+) & Labor Day ($225K+) campaigns
▸ Optimize all flows via A/B testing on top performers
▸ Advanced personalization: dynamic content by user behavior
▸ Lapsed Guest Win-back sequence (60/75/90-day touches)
▸ Expansion readiness: playbook for Houston, Dallas, Phoenix

Day 30 Targets

10%

App → 1st Book

20%

1st → 2nd Book

Subscription CVR

15%

Lifecycle Rev %

Day 60 Targets

15%

App → 1st Book

30%

1st → 2nd Book

Subscription CVR

20%

Lifecycle Rev %

Day 90 Targets

18%

App → 1st Book

35%

1st → 2nd Book

12%

Subscription CVR

25%

Lifecycle Rev %

📅 Seasonal Revenue Targets

💘

V-Day

$189K

Achieved ✓

🏖️

Mem Day

$200K+

Target

🎆

July 4th

$250K+

Target

🌅

Labor Day

$225K+

Target

📍 Austin POC — Local Market Proof

3,105

Bookings (12mo)

$668K

GMV

857

Total Pools

24%

Repeat Guests

$366

Avg Booking

4.3x

Power User LTV

Projected Incremental Revenue

+$1.98M

Annual recurring from lifecycle optimization

Initiatives

Email Sequences

87%

Braze-Ready

Lifecycle Stages