Page 19 - DNA Distribution Strategy

DNA STRATEGIC OBJECTIVES

Personal Connection Modernize

With Distributors E-Commerce platform or Affliate option for salons by Nov
*Video meeting once per quarter - review & plan Social Media, E-Commerce,Retail Retenetion Salon Class by Sept
*Work with a DSC in person or digitally 3 days per week Social Media Prospecting starting May
Digital Conferences Apr & Aug + In person in Brooklyn - Oct Social Media Lead Generation Test starting July
With Salons / Stylists Dynamic Digital Conferences for Salons
*Email Communication Calendar / Plan starting Q2 2021 Rydoo for Marketing Allowance and Color Swap Claims - Apr
*"DNA Salon Family" Facebook Group starting Q2 2021 Rydoo for Education Allowance by Jun
"Community Connect" meetings - (data pending) Digital Education - Every SBP to attend at least one digital class
"Sustainable Business" Classes - (data pending) 10% of Marketing Allowance for B2B Social Media Lead Generation
"Living Rooming Chats" - (data pending)
With Educators
Video meeting - (data pending)
TTTs - (data pending)
Gathering - (date pending)
Guest Artist Meetings - (data pending)
Acquisition - Retention Clarity - Transparency

Open New Accts - (250 DSCs x 3 accounts x $2000) = 1.5M Canada - Amazon / E-commerce - 1 month prior to launch
Digital Prospecting Events - 1 per distributor Contract for distributors by Jun
SalesForce Lead Management - Updated by every Friday Share tips to counteract e-commerce cannibalization by May
Increase SBPs - Each TM to open 5 SBPs by end of Q2 = 90K
Open 5 new color SBPs for every 20 SBPs not using color
Heart of Glass - Reach 75% penetration of SBPs by end of Q2
Lose less than 10% of existing SBP accounts to competitors in 2021
2 SPIFF Campaigns - (250 DSCs x 2 accounts x $1000) = 500K