Hairstrong sold hair scrunchies, and the business’s founder had experienced significant success since selling her first products in September 2019. Sales had reached CA$90,000, and media coverage came from outlets such as Good Morning America, Chatelaine, and Global News. However, the founder wanted to expand on the early success to double current total annual revenue and consider making Hairstrong her full-time occupation. This meant significantly expanding Hairstrong’s exposure geographically and building an efficient and targeted marketing plan. This would not be an easy task given the myriad opportunities the founder had to consider.
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