# 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)