1 · Where we are
August was the best month Moda has ever had
Moda closed August 2026 at $50,361 in net sales on 702 visits. That is the highest month in fourteen years of Square history and 16.5% ahead of August 2025. The last twelve months add up to $539K. The business is now running at roughly $560K a year.
Net sales from Square (after discounts and returns, before tax and tips). September is a half month, so it is shown as a pace estimate, not a result. "Run rate" is the average of the last six full months times twelve.
2 · Seven years of revenue
Four flat years, then a step up
From 2021 through 2024 Moda sat at about $340K a year. Visits slowly fell while the average ticket rose, so the total never moved. In May 2025 Khalil came back after running his own shop for about two and a half years, and his chair added roughly $14K a month. That single change explains almost all of the 2025 growth.
Monthly net sales, January 2020 to September 2026
Hover for the monthNet sales by year
2026 is actual through August plus the plan for September to DecemberVisits and average ticket by year
The plateau years traded volume for price3 · Year over year and month over month
Growth is real, but the easy comparisons are over
From May 2025 to April 2026 every month showed 35% to 80% growth because it was being compared to the old one-register salon. Starting May 2026 the comparison is fair (three chairs against three chairs), and the number settles to single digits or low teens. May through August 2026 is up 6.5% on the same period in 2025: visits up 1.8%, average ticket up 4.5%.
Year over year change in net sales, by month
Copper is growth, grey is decline. 2020 is left out because of the closure.Month over month change in net sales
Read this with the seasonality strip below; a January drop is normal, a May drop is not.Seasonality index, 2021 to 2024 average
100 is an average month. January and February run about 18% light; March, May, August, October and December run 6% to 9% heavy.4 · The three chairs
The barbers are growing, the salon is not
Since May 2025 Square has run as three registers. Henri and Khalil each do 270 to 290 visits a month at a $52 to $58 ticket. The salon register (Natalie and the four stylists) does about 105 visits a month at a $136 ticket. Over the last twelve months Henri is 37% of revenue, Khalil 31%, the salon 31%. Comparing May to August 2026 with May to August 2025, Henri is up 23%, Khalil up 20%, and the salon is down 10%.
Net sales by day of week, last twelve months
Saturday is the salon's biggest day and Khalil is not thereTrailing twelve months by chair
September 2025 to August 2026A full time stylist with a full book at Moda's $135 ticket should bring in $10K to $13K a month. The salon register is producing about $14K a month across five people. That gap is the single largest opportunity in the business.
5 · Bookings (Phorest)
Phorest sees less than half of the business
Phorest went live in June 2026. In August it held 283 appointments while Square rang 702 visits, so about 40% of visits are booked or checked in through Phorest and 60% are walk ins or never entered. Henri uses it fully. Khalil almost never does (17 appointments in August and September). Online booking is working: 60 online bookings in August, 21% of everything in the book, typically made one day ahead.
Appointments in Phorest by month
Booked in the shop vs booked online by the clientAppointments by staff member
August 1 to September 30, 2026, active appointmentsAppointments by start hour
June to mid September 2026. The book empties after 4pm.Most booked services
June to September 2026, count and booked valueBooking health, as of September 15
Only 7 of 833 appointments were ever marked paid in Phorest, which confirms that checkout still happens in Square. The two systems do not reconcile today, so revenue per stylist, rebooking rate and no show rate cannot be measured reliably. Fixing that is the first job in the plan.
6 · Clients
About 120 new faces a month, and 80% of revenue from regulars
Square identifies roughly 400 returning clients and 100 to 160 first time clients each month. First time clients bring in about 20% of monthly revenue. New client counts were strong through fall 2025 (130 to 170 a month) and have settled around 100 to 120 in 2026. Phorest holds 5,471 client records, but only 468 of them have had an appointment since June.
Clients seen each month, new vs returning
May 2025 to September 15, 2026. A client is "new" on their first ever Square order at Moda.7 · Forecast
Doing nothing gets to $585K by 2028. The plan gets to $1M.
The baseline assumes Moda keeps drifting at 4% a year with normal seasonality. The plan layers eight specific levers on top, each with a start month and a ramp. On the plan, the monthly run rate crosses $1M a year in November 2027 and the trailing twelve months cross $1M in May 2028. Calendar 2027 lands near $874K and 2028 at about $1.14M. If everything lands early and a bit better than planned, 2027 itself comes in right at $1M.
Monthly net sales, actual and forecast to December 2028
Solid is actual, dashed is forecast. The horizontal line is $83.3K a month, which is $1M a year.Full year net sales by scenario
2026 is eight months actual plus four months forecastDownside: levers deliver 60% of plan and start three months late. Stretch: levers deliver 115% and start two months early. Neither is a prediction; they show the range a reasonable owner should plan around.
Where the extra $50K a month comes from
Each lever at full run rate, per month, December 20288 · The plan, built as a program
Four phases, six workstreams, five decision trees
The plan is a program, not a list. Every dollar in the forecast traces to one of eight levers. Every lever belongs to a workstream with one accountable owner. Every workstream reports into a phase gate with a pass or fail test measured from system data. Every gate has a decision tree that says what happens next when a test fails. The math comes first.
The revenue bridge: from $560K to $1M
Formula, inputs and source for every lever; the model rounds down where the data is thin| Lever | Formula and inputs (source) | Math result | Model uses | Why the model number differs |
|---|---|---|---|---|
| Baseline | Seasonally adjusted average of March to August 2026, $45.4K a month, grown 4% a year (Square, all three registers) | $52.6K | $52.6K | Dec 2028 month. 4% sits between the 2021 to 2024 rate (about zero) and today's same chair rate (6.5%). |
| Salon chair productivity | (45 target visits − 16 today) × 4 stylists × $136 salon ticket (Square salon register; Phorest shows 9 to 132 appointments per stylist in Aug and Sep) | $15.8K | $14.0K | Rounded down. 45 visits is 2 clients a day over 5 days; a full book is 100. |
| Third barber chair | Khalil's register averaged $14.1K a month over the last 12 months (Square). A new chair is modeled at the same value after a 9 month ramp. | $14.1K | $14.0K | Gated by the self funding test (D4). Without it the plan tops out at $975K in 2028. |
| Off peak and evening | Salon Monday to Wednesday lifted to 60% of Saturday: (0.6 × $47.3K − $19.2K) × 3 days ÷ 12 = $2.3K; two evenings × 3 visits × $60 × 4.3 weeks = $1.5K (Square day of week) | $3.8K | $4.0K | Rounded. Offer is Monday to Wednesday only so it cannot move Saturday clients. |
| Aveda retail | 6% × $60K monthly service sales at the 2027 run rate (retail is not measured today; industry norm 10% to 15%) | $3.6K | $3.5K | Low confidence until Square is itemized (A7). |
| Rebook at checkout | 8% lift in visit frequency × $35K a month from returning clients (Square customer type) | $2.8K | $3.0K | Forward book is under 2 weeks and 15% confirmed, so the lift is from a low base. |
| Saturday barber coverage | 12 cuts × $55 × 4.3 Saturdays (Khalil's register shows $63 on Saturdays for the whole year; Henri's Saturday is $34.6K) | $2.8K | $3.0K | Depends on turnaway count (A4). |
| Add on services | 560 barber visits a month × $5 (beard line up, beard color, facial) (Square barber visits) | $2.8K | $2.8K | Salon add ons (gloss, treatment) are counted inside the ticket lift, not here. |
| Pricing reset | 560 barber visits × about $4 average increase + 105 salon visits × about $4 = $2.7K, which is 4.5% of baseline | $2.7K | $2.4K | Modeled as 4.5% of baseline. Checked at D3 in March 2027. |
| Total, December 2028 | Baseline plus eight levers at full run rate | $102.0K | $102.0K | $1.14M for calendar 2028. |
Five operating rules
- Measure before you manage. Nothing gets a target until Vyana can read it from Square or Phorest.
- Keep before you fill. Rebooking and confirmations come before any marketing spend.
- Fill before you add. No hire until the existing chairs are 85% booked.
- Every lever has a start, a ramp and an owner. Missing any of the three, it is not in the forecast.
- A gate is pass or fail, from system data. No hand reported numbers at a gate review.
Program structure
Six workstreams, one owner each
| Workstream | Objective | Accountable | Delivers | Primary measure | Rhythm |
|---|---|---|---|---|---|
| WS1 Data and systems | One record of every visit and every dollar, matched nightly | Amit (Viyu) | Itemized Square, one booking system, reconciliation, Vyana scorecard | Visits in one system %, reconciliation variance | Nightly |
| WS2 Client retention | Keep the clients Moda already has and bring back the ones it lost | Front desk lead, with every chair | Rebook at checkout, confirmations, win back texts, reviews | Rebook rate, confirmed rate, forward book weeks | Weekly |
| WS3 Salon productivity | Fill the salon stylists' books | Natalie | Stylist targets, online profiles, off peak program | Visits per stylist per month | Weekly |
| WS4 Barber capacity | Match barber hours to when clients want them | Henri and Khalil | Saturday coverage, evening hours, third chair, membership | Utilization %, Saturday turnaways | Weekly |
| WS5 Pricing and mix | Earn more per visit without losing visits | Owners, with Viyu | Pricing reset, add ons, Aveda retail | Blended ticket, retail % of service sales | Monthly |
| WS6 Governance | Keep the plan alive, honest and current | Amit | Gates, reforecast, this document, the dashboard | Variance to plan line % | Weekly, monthly, quarterly |
Cadence
| When | What | Who |
|---|---|---|
| Monday, 20 min | Scorecard read out, three actions for the week, one number per chair | Owners, front desk; Vyana sends the brief at 8am |
| First Tuesday, 45 min | Month vs plan line, the on track tree (D6), decisions logged, assumption register updated | Owners, Amit |
| Gate reviews | Dec 15, 2026 · Jun 30, 2027 · Dec 31, 2027 · quarterly in 2028: pass or fail each exit test, run the decision trees, reforecast | Owners, Amit; Vyana prepares the pack |
| Change control | Any lever resized or moved: reforecast, republish the dashboard, note it in the register | Amit |
Decision rights. Owners decide prices, hiring, hours and any spend over $500 a month. Viyu decides tooling and automation inside the agreed budget and what the scorecard measures. The front desk executes. Vyana reads, alerts and drafts; it never changes a price, sends money, or messages a client without a rule the owners approved.
Budget
| Item | Monthly | One time | Note |
|---|---|---|---|
| Text messaging (confirmations, win back) | $50 to $150 | $0 | Existing Twilio registration |
| Menu print and station cards | $0 | $150 | December 2026 |
| Google reviews | $0 | $0 | Process only |
| Phorest, or its replacement | $225 | $0 | $2,700 a year from March 2027; D1 decides |
| Part time Saturday barber | variable | $0 | Commission; self funding by design |
| Full time third barber | guaranteed base TBD | recruiting | Only after the D4 test passes |
| Vyana and hosting | $5 | $0 | Absorbed by Viyu for Moda |
Everything in Phase 0 and Phase 1 is process, scripts and messages. The only real money is people, and people are gated.
The four phases and their gates
See everything, keep everyone
Entry: plan approved; comp plan and stylist schedules confirmed by Oct 3; Vyana connected (done).
- Itemize Square, team member attribution on, custom amounts removed (W2 to W4).
- Every visit in one system; kiosk check in at Khalil's chair (W4).
- Rebook line at every chair; confirmation and reminder texts on (W2 to W3).
- Win back wave 1 to every client not seen in 90 days (W5).
- Pricing meeting with a five shop market check (W7); menu printed (W11).
- Gate 0 review Dec 15: run D1 (Phorest) and D2 (salon path).
Fill the salon
Entry: Gate 0 passed; D1 and D2 decided; January menu live; stylist targets signed.
- 1.1 Stylist targets, weekly ten minute check in, Vyana texts each stylist their numbers.
- 1.2 Online booking profiles for every stylist (Jan 22).
- 1.3 Off peak program, Mon to Wed only, tracked by discount code (Feb 1).
- 1.4 Saturday barber coverage by Jan 31. 1.5 Add ons. 1.6 Retail on the ticket.
- 1.7 January price change, checked by D3 on Mar 31. 1.8 Google reviews, 20 a month.
- 1.10 Hire gate preparation from Apr 1: utilization, turnaways, chair cost model.
Add the chair
Entry: Gate 1 passed; D4 inputs collected; owners agreed the guaranteed base they would offer.
- 2.1 Run D4 on Jul 1: full time, part time, or no hire, exactly as the tree says. Ramp 100, 200, 280 visits by months 1, 3, 9.
- 2.2 Evening hours two nights to 7pm; keep if 3+ visits a night after 8 weeks.
- 2.3 Barber membership pilot with 30 regulars (Sep 1); roll out if 20 keep it.
- 2.4 Win back wave 2 and referral (Aug). 2.5 Retail to 6%.
- 2.6 Mid phase review Oct 1 (re-run D4 if needed). 2.7 Reforecast Oct 15.
Hold the pace and bank the year
Entry: Gate 2 passed; 2028 budget agreed; Q4 utilization by chair in hand.
- 3.1 Protect the book: rebook 60%, confirmed 85%, no shows under 5%.
- 3.2 Second price review in January, raise only on chairs above 85% booked; D3 again in March.
- 3.3 Fifth stylist only if the four are above 85% for 8 weeks and the self funding test passes.
- 3.4 Retail to 8%, online Aveda store. 3.5 Re-index seasonality on three chair data.
- 3.6 Quarterly gates Apr 1, Jul 1, Oct 1 with D6 and a reforecast.
Decision trees at every gate
Copper boxes move the plan forward. Grey boxes are holds with a re-test date. Every branch has an owner in the RACI.
D1 · Phorest: keep, fix or replace
Gate 0, December 15, 2026D2 · Salon path: fill the books or change the people
First question October 3, 2026; second question June 30, 2027D3 · Price check
March 31, 2027Gate calendar
When each decision is made, and by whom| Date | Gate or decision | Decided by |
|---|---|---|
| Oct 3, 2026 | D2 first question: stylist availability and comp confirmed | Natalie |
| Nov 2, 2026 | January prices set | Owners |
| Dec 15, 2026 | Gate 0 review; D1 Phorest; D2 path | Owners, Amit |
| Mar 31, 2027 | D3 price check | Owners |
| Jun 30, 2027 | Gate 1 review; D2 second question | Owners, Amit |
| Jul 1, 2027 | D4 hire gate with the self funding test | Henri, Khalil, Amit |
| Oct 1, 2027 | Mid phase review; D4 re-test | Owners, Amit |
| Dec 31, 2027 | Gate 2 review | Owners, Amit |
| Quarterly 2028 | Gates with D6 and a reforecast | Owners, Amit |
| First Tuesday, monthly | D6 on track check | Owners, Amit |
D6 · Monthly on track check
Run at every first Tuesday review; the branch taken is logged in the Monday briefD4 · Third barber hire gate, with the self funding test
July 1, 2027; re-test October 1. Chair cost = guaranteed base + commission + supplies. Self funding = month 3 chair revenue covers chair cost, and cash covers three months of guaranteed base before the hire.Assumption register: twelve assumptions, each with evidence, confidence, a test and a date, and what changes if it is wrong
| ID | Assumption | Evidence today | Conf. | Validated how, by when | Owner | If wrong |
|---|---|---|---|---|---|---|
| A1 | Stylists are paid base plus commission, so their sales are Moda revenue | Owner confirmed Sept 15; details pending | High | Natalie confirms the comp plan in writing, Oct 3 | Natalie | Lever changes from "fill books" to "rent and retail"; resize |
| A2 | Each stylist can take 45 visits a month (2 a day over 5 days) | Phorest: 9 to 132 appointments per stylist in Aug and Sep | Medium | Schedules and days worked, Oct 3; team member attribution on in Square, Oct 10 | Natalie | Consolidate and recruit (D2) |
| A3 | A productive barber chair is worth $14K a month | Khalil's register: $169K over 12 months | High | Already observed in Square | Amit | Resize the hire (D4) |
| A4 | Saturday barber demand exceeds supply | Salon Saturday $47K a year; Henri Saturday $34.6K; Khalil absent | Medium | Count turnaways on the kiosk for 4 Saturdays, by Nov 1 | Front desk | Saturday lever halves; D4 first question fails |
| A5 | A 4.5% price increase loses under 3% of visits | 2021 to 2024: ticket up 11% while visits fell 9%, so price is not free | Medium | D3 check on March 31, 2027 against the seasonal index | Owners | Roll back the men's cut (D3) |
| A6 | Rebooking lifts visit frequency 8% | Forward book under 2 weeks; 15% confirmed | Medium | Weekly rebook rate from Nov; median days between visits per client (Vyana) | Front desk | Lever halves; win back becomes the primary retention lever |
| A7 | Retail can reach 6% of service sales with no product commission | Aveda concept salon; retail not measured today | Low | Itemized Square from Oct; 90 day read by Jan 31 | Natalie | Drop to 3%, or owners decide on a small retail incentive |
| A8 | An off peak offer fills Monday to Wednesday without moving Saturday clients | Salon Wednesday is 40% of its Saturday | Medium | Offer valid Mon to Wed only; watch the Saturday count for 8 weeks from Feb | Natalie | Restrict the offer to first time clients |
| A9 | Seasonality from 2021 to 2024 still holds with three chairs | Four stable years; 2026 months track the index so far | High | Quarterly comparison; re-index in Jan 2028 | Vyana | Re-index; targets shift by month, not in total |
| A10 | A third chair self funds within 3 months | Commission model makes pay mostly variable; Khalil's chair ramped in 2 months | Medium | D4 test on July 1, 2027, with the chair cost model built in Phase 1 | Owners | Part time first (D4) |
| A11 | Owners give 20 minutes on Monday and hold the chair habits | Not yet tested | Medium | Attendance and rebook rate for 4 weeks in October | Amit | Vyana takes more of the load; scorecard cut to 3 numbers |
| A12 | Phorest can capture 95% of visits, or be replaced by March 2027 | 40% today; Khalil's chair at 6% | Low | D1 gate, Dec 15 | Amit | Replace (D1) |
Phase 0 week by week: September 21 to December 31, 2026, plus what happens if a Gate 0 test fails
| Week | WS1 Data and systems | WS2 Retention | WS3 to WS6 and checks |
|---|---|---|---|
| W1 Sep 21 | Kickoff, 45 min with owners. Confirm A1 and A2. Define the Square catalog from the Phorest menu (36 services) plus Aveda products. | Rebook line agreed for each chair: "Same time in four weeks?" | Ten numbers agreed. Turnaway log designed for the kiosk. |
| W2 Sep 28 | Build the Square catalog. Turn on team member attribution. 30 min front desk training. Itemizing starts. | Confirmation and 24 hour reminder texts switched on. | Stylist baselines read from Phorest and Square. |
| W3 Oct 5 | First Monday scorecard (Oct 5). Custom amount button removed from the register. | Rebook script live at every chair. | A1 and A2 confirmed in writing by Natalie (Oct 3). D2 first question answered. |
| W4 Oct 12 | Itemization read, target 80%. Khalil's chair: kiosk check in for every walk in starts. | Rebook rate by chair in the Monday brief. | Saturday turnaway count begins (A4). |
| W5 Oct 19 | Reconciliation report v1: Phorest appointments matched to Square sales. | Win back wave 1: one text to every client not seen in 90 days, with the booking link. | Review ask card at the desk; target 20 reviews a month. |
| W6 Oct 26 | Itemization target 90%. | Win back read: target 5% of the list books. Rebook rate target 35%. | A11 check: four Mondays attended? |
| W7 Nov 2 | Visits in one system read, by chair. | Confirmed rate target 60%. | Pricing meeting: market check of five nearby shops, A5 evidence, menu draft. Owners decide. |
| W8 Nov 9 | Phorest usage audit: % of visits by chair. D1 pack started. | Second review push. | Turnaway count read (A4). Stylist targets drafted with Natalie. |
| W9 Nov 16 | Retail baseline from itemized data (A7). | Forward book read: target 2 weeks. | Off peak program designed for a February launch (Rutgers, RWJ). Chair cost model started (A10). |
| W10 Nov 23 | Thanksgiving week. Data only. | Holiday texts: gift cards, December bookings. | |
| W11 Nov 30 | Reconciliation variance target 5%. | Rebook rate target 45%. Confirmed rate target 70%. | New menu to print. January prices announced at the chair to regulars. |
| W12 Dec 7 | Gate 0 pre read: 8 week scorecard, D1 analysis, D2 inputs. | Forward book target 3 weeks. | Stylist targets and online profiles ready for January. |
| W13 Dec 14 | Gate 0 review, December 15. Pass or fail each exit test. Run D1 and D2. Log decisions. Sign the Phase 1 plan. | ||
| W14 Dec 21 | Holiday week. | Rebook every December client into January and February. | Targets handed to each stylist in writing. |
| W15 Dec 28 | December close and read. | Phase 1 starts Monday January 4. | |
If a Gate 0 test fails
| Failed test | Response, and Phase 1 does not start until it is fixed |
|---|---|
| Itemization under 95% | Front desk retraining the same week; custom amounts blocked at the register; Vyana lists every custom sale daily until it hits 95%. |
| Visits in one system under 90% | Run D1. If it is one chair, the four week kiosk fix. If it is everyone, the replace branch. |
| Rebook rate under 50% | Owners coach each chair; rebook rate by chair in every Monday brief; the chair with the lowest rate gets the front desk to ask at checkout instead. |
| Forward book under 3 weeks | Win back wave 2 brought forward; December clients rebooked into January before they leave. |
Phase 1, 2 and 3 initiatives: what done looks like, owner, dates, measure, dependency
Phase 1
| # | Initiative | What done looks like | Owner | Start | Done | Measure | Depends on |
|---|---|---|---|---|---|---|---|
| 1.1 | Stylist targets | Each stylist has a visits, ticket and rebook target. Ten minutes a week with Natalie. Vyana texts each stylist their own numbers on Monday. | Natalie | Jan 4 | ongoing | Visits per stylist per month | A1, A2 |
| 1.2 | Online booking profiles | Photo, bio and real availability for every stylist. Nobody hidden. "Book with" link on Instagram and Google. | Natalie, Viyu | Jan 4 | Jan 22 | Online bookings a week | D1 |
| 1.3 | Off peak program | Student and hospital ID price, Monday to Wednesday only. Flyers at Rutgers and RWJ, a Google post, a discount code in Square so it is tracked. | Natalie, Viyu | Feb 1 | ongoing | Mon to Wed salon visits | Itemized Square, A8 |
| 1.4 | Saturday barber coverage | Khalil works Saturdays, or a part time Saturday barber is hired by January 31. | Henri, Khalil | Jan 9 | Jan 31 | Saturday barber revenue | A4 |
| 1.5 | Add ons at the chair | Menu card at every station and one sentence to offer it. Each add on is its own line in Square. | All chairs | Jan 4 | Feb 15 | Add on attach rate | Itemized Square |
| 1.6 | Retail on the ticket | Recommendation card after every color visit; front desk prompt at checkout. Product on one in five salon tickets. | Natalie, front desk | Feb 1 | ongoing | Retail % of service sales | A7 |
| 1.7 | January price change | Men's cut $45, single process color $115, long cut $95. Vyana watches visits per barber every week against the seasonal index. | Owners | Jan 4 | Mar 31 (D3) | Visits vs index | A5 |
| 1.8 | Google reviews | Every happy client is asked. Every review answered within 48 hours. Target 20 new a month. | Front desk | Jan 4 | ongoing | Reviews a month | none |
| 1.9 | Phorest replacement (only if D1 says replace) | Shortlist in January, decision February 1, migration in March before the renewal, kiosk repointed. | Amit | Jan 4 | Mar 31 | Cutover done, 95% capture | D1 |
| 1.10 | Hire gate preparation | Utilization by barber every week, turnaway log, chair cost model (guaranteed base, supplies, commission), cash reserve read. | Amit, Henri, Khalil | Apr 1 | Jun 30 | D4 inputs ready | A3, A4, A10 |
Phase 2
| # | Initiative | What done looks like | Owner | Start | Done | Measure |
|---|---|---|---|---|---|---|
| 2.1 | Third barber chair | Run D4 on July 1. Full time, part time, or no hire, exactly as the tree says. Job posted the same week the test passes. Ramp target: 100 visits in month 1, 200 in month 3, 280 by month 9. | Henri, Khalil, Amit | Jul 1 | Mar 2028 | New chair revenue vs ramp |
| 2.2 | Evening hours | Two nights a week to 7pm. Announced to the 90 day list by text. Reviewed after 8 weeks: keep if 3+ visits a night. | Owners | Jul 15 | Sep 15 review | Visits after 5pm |
| 2.3 | Barber membership pilot | Two cuts a month for a flat price, card on file. Pilot with 30 regulars. Roll out in October if 20 keep it after 60 days. | Henri, Khalil, Viyu | Sep 1 | Nov 1 decision | Members, visits per member |
| 2.4 | Win back wave 2 and referral | Second text to anyone still lapsed 120 days. Regulars get "bring a friend, you both get an add on." | Front desk, Viyu | Aug 1 | Aug 31 | Lapsed clients booked, referrals |
| 2.5 | Retail to 6% | Product recommendation on every color visit; two shelf talkers; retail read weekly by stylist. | Natalie | Jul 1 | ongoing | Retail % of service |
| 2.6 | Mid phase review | October 1: re-run D4 if the July answer was part time or no hire; run D6; check A8 (Saturday count unchanged). | Owners, Amit | Oct 1 | Oct 1 | Decisions logged |
| 2.7 | Reforecast | Levers resized on actual results; 2028 plan line published; dashboard updated. | Amit, Vyana | Oct 15 | Oct 31 | Plan v3 issued |
Phase 3
| # | Initiative | What done looks like | Owner | When | Measure |
|---|---|---|---|---|---|
| 3.1 | Protect the book | Rebook rate above 60%, confirmed rate above 85%, no show rate under 5%. Alerts to the owners the week any line is crossed. | Front desk | All year | Three retention numbers |
| 3.2 | Second price review | Raise only on chairs above 85% booked in Q4 2027; hold the rest. Same D3 check in March 2028. | Owners | Jan 2028 | Ticket, visits vs index |
| 3.3 | Fifth stylist | Only if the four stylists are each above 85% booked for 8 weeks, and the self funding test passes. Same gate shape as D4. | Natalie, Amit | Apr 1 review | Salon visits, salon $ |
| 3.4 | Retail to 8% | Online Aveda store through the website; retail on every color and treatment visit. | Natalie, Viyu | Q2 2028 | Retail % of service |
| 3.5 | Re-index seasonality | Rebuild the index on 2025 to 2027 three chair data; targets re-issued by month. | Vyana | Jan 2028 | Index published |
| 3.6 | Quarterly gates | April 1, July 1, October 1: pass or fail, D6, reforecast. Owners' pack produced by Vyana from the dashboard. | Owners, Amit | Quarterly | Decisions logged |
Contingencies by lever: early warning, first and second response, give up point
| Lever | Early warning (Vyana alert) | First response, within 2 weeks | Second response, within 8 weeks | Give up point |
|---|---|---|---|---|
| Salon productivity | Any stylist under 30 visits for 2 months | Book review with the stylist; online profile and availability fixed | Consolidate chairs (D2 capacity branch) | June 2027: recruit instead |
| Third chair | Month 3 under 150 visits | Move the new barber to Saturdays and evenings only | Convert to part time | Month 6 under 200: end |
| Rebooking | Rate under 40% any week | Front desk asks at checkout for the low chair | Rebook incentive: 10% off the next visit if booked today | None; this lever is never dropped |
| Pricing | Barber visits under 92% of index | Watch two more weeks; check staffing | D3 roll back | March 31, 2027 |
| Off peak | Saturday count drops 10% | Offer restricted to first time clients | Offer ended | April 2027 |
| Retail | Under 3% by January 31 | Front desk prompt and shelf talkers | Owners decide on a small retail incentive | Resize lever to 3% |
RACI: who does the work, who owns the result, who is consulted, who is told
| Initiative | Amit / Viyu | Natalie | Henri | Khalil | Front desk | Stylists | Vyana |
|---|---|---|---|---|---|---|---|
| Phase 0 | |||||||
| Itemize Square, team attribution | R | A | I | I | R | I | I |
| Every visit in one system, kiosk at Khalil's chair | A | C | I | R | R | I | R |
| Rebook at checkout | C | R | A | R | R | R | I |
| Confirmations and reminders | R | I | I | I | A | I | R |
| Win back wave 1 | R | A | C | C | I | I | R |
| Monday scorecard | A | I | I | I | I | I | R |
| January pricing decision | C | R | A | R | I | I | I |
| D1 Phorest decision | A | C | C | C | C | I | R |
| Phase 1 | |||||||
| Stylist targets and weekly check ins | C | A | I | I | I | R | R |
| Online booking profiles | R | A | I | I | I | C | I |
| Off peak program (Rutgers, RWJ) | R | A | C | C | R | I | R |
| Saturday barber coverage | I | I | A | R | I | I | I |
| Add ons and retail | C | A | R | R | R | R | R |
| D3 price check | R | C | A | C | I | I | R |
| Phorest replacement (if D1 says so) | A | C | C | C | R | I | R |
| Phase 2 and 3 | |||||||
| D4 hire gate and third barber | R | I | A | R | I | I | R |
| Evening hours | I | C | A | R | R | C | I |
| Barber membership pilot | R | I | A | R | R | I | R |
| Quarterly gate reviews and reforecast | A | C | C | C | I | I | R |
| Second price review, fifth stylist | C | R | A | R | I | I | R |
R does the work. A owns the result and signs off. C is asked before. I is told after. One A per row, always. Henri holds A on barber and pricing decisions; Natalie holds A on the salon side and the Square catalog.
9 · Scorecard
The ten numbers that decide whether this works
These are the numbers Vyana watches every week. Each has where Moda is today, where it needs to be, and the line that triggers an alert to the owners.
10 · The engine in the background
Vyana runs the plan while Moda runs the shop
A plan on paper decays in about six weeks. Vyana keeps this one alive by connecting Square, Phorest, Google and the website into one brain that reads the numbers every night, compares them to the plan, and tells the owners what to do about it in plain English. Nobody at Moda has to open a spreadsheet.
What it connects
- Square: every sale, item, register, client and tip, nightly.
- Phorest: appointments, staff, services, online bookings, confirmations, polled every 15 minutes.
- The kiosk: walk ins and check ins from the front desk iPad.
- Google Business Profile: reviews, calls, direction requests, search views.
- Website and Instagram: booking clicks and traffic, once access is granted.
What it watches
- The scorecard above, refreshed daily, with the plan line for every week of the 28 months.
- Each chair: visits, ticket, rebook rate, confirmed rate, no shows, empty hours.
- Each client: last visit, usual gap between visits, and when they are overdue.
- Each lever: is it live, is it ramping on schedule, what is it worth so far.
- Reconciliation: every Phorest appointment matched to a Square sale, and the ones that are not.
What it does about it
- Monday 8am brief to the owners: last week vs plan, three things to do this week.
- Alerts the moment a number crosses its line: forward book under two weeks, a stylist under 60% booked, new clients down 20%, Saturday not fully staffed.
- Sends the rebook, reminder, win back and review request texts on Moda's behalf, in Moda's voice.
- Answers questions in plain English: "how did Johnny do last month," "which clients are overdue," "are we on plan."
- Builds the quarterly owner pack automatically from this same page.
This page is the first Vyana instance for Moda. As the connections come online, the charts here refresh on their own and the forecast re-runs against real results, so the road to $1M is always measured from today, not from the day the plan was written.
Method and data notes
Sources. Square Reporting API (Sales view, closed orders, merchant account for Moda Salon and Barbershop, LLC), pulled September 15, 2026. Phorest third party API for Moda's branch, appointments from May 1 to November 30, 2026, pulled the same day. All figures are net sales: gross less discounts and returns, before sales tax and tips. Tips are not recorded in Square for Moda.
Registers. Before May 2025 all sales ran through one register (now labelled "OLD ACCOUNT"). From May 2025 there are three: Main account (salon), Henri and Khalil. Khalil had left Moda for about two and a half years and returned in May 2025, so the 2025 step up reflects a chair coming back, not better bookkeeping.
Gaps. Square sales are rung as custom amounts, so no service or product mix exists in Square. Square does not identify a client on every order, so new and returning counts are a floor. Phorest covers about 40% of visits. Both gaps are fixed in Phase 0.
Seasonality. Index built from 2021 to 2024, the four stable single register years, as each month's share of that year's average month.
Baseline. The deseasonalized average of March to August 2026 ($45.4K a month), grown 4% a year, times the seasonal index. Four percent is between the long run pre 2025 rate (about zero) and the current same chair rate (6.5%).
Plan. Eight levers, each a dollar amount per month at full run rate, scaled by seasonality, with a start month and a linear ramp. Pricing is a percentage of baseline. Sizing is anchored to Moda's own history: a productive chair is worth about $14K a month because that is what Khalil's return added; salon stylist targets are set at half of a full book at the current $135 ticket.
Milestones. "Run rate" is the last three months, deseasonalized, times twelve. "TTM" is the plain trailing twelve month total.