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+# Use Case 01: Ashley — The Salon Owner
+
+## Profile
+
+| Field | Value |
+|---|---|
+| Name | Ashley |
+| Business | Phoenix Salon + Spa |
+| Employees | 12 |
+| Revenue Driver | Services + Retail |
+| Primary Goal | Full booking calendar, strong local reputation |
+| Digital Maturity | Medium |
+
+## Problems
+
+- Heavy reliance on Instagram for new clients
+- Inconsistent Google reviews
+- Weak local SEO for "salon near me" / "spa [city]"
+- Competitor salons dominate map pack
+- No systematic review request flow
+
+## Success Metrics
+
+- Consistent 4.7+ Google rating
+- Top 3 map pack for core services
+- 20%+ new clients from organic search
+- Automated review generation
+- Strong Google Business Profile (photos, services, posts, Q&A)
+
+## Desired Hermes Outcomes
+
+- Local SEO monitoring (map pack rankings, "salon near me", "spa [city]")
+- Competitor salon tracking (promotions, pricing, new services)
+- Review generation workflow (automated ask post-appointment)
+- Google Business Profile optimization (services, photos, posts, Q&A)
+- Website conversion optimization (booking, service menu, team bios)
+- Seasonal campaign calendar (holiday, wedding season, summer prep)
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