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I'm Ali Rae and I love building brands.
So let's build that business one blog post at a time.
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More and more I find myself getting lost in the business plans of other businesses with which I have the opportunity to interact. Instead of these thoughts being lost in my head, I thought it would be a cool series to do here on the blog–a business analysis of those business models/plans that I admire, in hopes that others can glean helpful bits of information to apply to your business.
The first business I would like to dive into is Created Colorful. CC is a virtual color analysis service. For those looking to bring out their natural beauty, they can get a color consultation that tells them which color palette brings out the natural tones of their skin, hair, and eyes the best! Throughout the experience it is made very clear that it’s not about making the client more beautiful; instead, it’s about enhancing the client’s natural beauty.
Once the service is purchased (a one-time fee), the client drapes different colors of cloth over his/her shoulders and sends in pictures to one of the consultants. After the initial photos, a second round is required to narrow down the best color palette. Approximately 30 days later, the client receives their ideal color palette in an email, as well as a ton of tips on how to go about styling items around that color palette. This includes tips about hair color if you plan on dying it, nail polish, accessories, and makeup. These are extremely individually tailored emails that mention specific features about each client. This gains trust and proves that, yes, my consultant did, in fact, look at specifically my photos to determine which color palette fits me best.
Not only that, there are recommendations and direct links to items to purchase that fulfill the recommendations through an Amazon storefront segmented by color palette and Pinterest board inspiration organized by color palette. If you’d like a full run-down of the service, you can read more about my wonderful client experience here.
As a service-based provider, one of the biggest hurdles is acquiring new clients and retaining those clients, especially if the service is a “one and done” type of service. Obviously a color consultation would be considered a one and done because our natural skin, eye, and (most of the time) hair color does not change…so simple logic would lead one to believe that there is no way to turn those one-time customers into repeat customers, right?
WRONG! In the case of Created Colorful, Lindsey, the owner, has found a way to turn a one and done client into a lifelong client through a series of blog posts and emails that continue to SERVE her clients. Here’s how:
Let’s take a step back and look at Lindsey’s ideal client. Most likely female, probably either a high-achieving professional who wants to look her best on a daily basis, but may not have time to shop and curate the perfectly coordinated look or the mom who is wanting to “treat” herself by making herself feel human again after going through a major identity shift and almost certainly doesn’t have time to shop and curate the perfectly coordinated look.
Thus, enters the “done-for-you” model that Lindsey has created. While it’s simple, it works because she is solving a very major need for her ideal clients.
Lindsey of Created Colorful is a genius. That is my conclusion.
But in all seriousness.
A “color consultation” sounds like a simple thing. It’s service-based and very easily a one-and-done type of service. But Lindsey has taken it so many steps further based off of her ideal clients NEEDS. She has done a magnificent job of pinpointing the pain points that we feel and fixing them with ease.
The ability to take this one-and-done type of service and create a recurring and, ultimately, passive stream of income is incredibly savvy and I am so in awe of her thorough follow-through for her clients.
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