Project Delivery → Scope
Project Scope / Charter · HiSkin Membership Sales System Implementation
Guideline document for the selected project only. Program-level strategy remains separate from this project scope.
Activation charter
HiSkin deal activation record
Client / program
- Client: HiSkin (aliases: SKIN, The Skin Clinic, HiSkin)
- Program: MemberLift
- Project owner: Ariel West Long
- Client owner: Shannon
- Internal champion: Taylor Duncan
Primary KPI context
- First appointment membership conversion rate
- 20% of the sales force carries 80% of revenue.
- Goal is to elevate the bottom 80% and replace bottom 10% non-performers if they do not follow the required sales process.
- Membership should be sold as a $1,500-$2,000 customer lifetime value relationship, not a one-time $120 first sale.
- Relationship-based rep engagement is the moat; traffic alone cannot create the required client trust.
In scope
- Service memberships
- Service packages
- Front desk sales process
- Aesthetician handoff
- Checkout membership pitch
- SMS/email follow-up
- Automation templates
- Sales scripts
- Objection handling
- Manager coaching
- Weekly sales meeting cadence
- Sales enablement portal
- Rep training and role-play materials
- Onboarding materials
- Performance review framework
Out of scope
- individual product SKU optimization
- Retail/product attach optimization unless scoped separately
- Unrelated advertising strategy
- Unrelated marketing campaigns
- Unrelated ecommerce/product catalog work
Governance / approval path
- Shannon and Mark align Taylor on full scope and internal role.
- Taylor works with Ariel and eventually takes over internal training cadence.
- Weekly Friday sales manager meetings are mandatory for the first 90 days.
- Scope, budget, timeline, booking, email sends, and RFI closure require supervised approval.
Acceptance criteria
- Discovery completed.
- Sales scripts created.
- SMS/email cadence created.
- Sales enablement portal created.
- Studio managers trained.
- Role-play and onboarding materials created.
- Launch-readiness review completed before July 1.
- Ongoing coaching cadence established.
Sales Process Framework
Pre-appointment
- Automated SMS/email education on membership benefits.
- Day-of appointment confirmation 30-60 minutes before appointment.
- Scripted front desk courtesy call.
During treatment
- Aesthetician tees up the membership conversation.
Checkout
- Front desk closes membership/package conversion.
Post-visit follow-up
- Joined + rebooked: thank-you call confirming great experience.
- Joined, no rebook: encourage next appointment booking.
- Rebooked, did not join: membership benefits follow-up.
- No join, no rebook: re-engagement sequence.
SMS automation strategy
- Day-of booking confirmation.
- Personalized SMS within minutes after visit.
- Fallback automation if rep does not manually follow up.
- SMS activity tracked for conversion analysis.
Measurement
- Rep-level follow-up completion
- Studio-level conversion
- Outcome-based follow-up path
- Manager coaching adherence
- First appointment membership conversion rate
Project title
HiSkin Membership Sales System Implementation
Client
HiSkin
Aliases: SKIN, The Skin Clinic, HiSkin.
Program
MemberLift
GrowthDesk by ArtMetrics.
Project owner / Internal owner / Client owner
Project owner: Ariel West Long.
Client decision maker: Shannon.
Internal champion: Taylor Duncan.
Leadership alignment: Mark + Shannon.
Background / business context
Ariel secured a $6,000 sales system implementation project for HiSkin, with a $5,400 upfront-pay option or 50/50 milestone structure, followed by a $3,000/month ongoing sales coaching/support retainer.
The project must move immediately because HiSkin has a July 1 launch deadline for a revamped menu and sales process across 9 studio locations and 35 sales reps.
Problem statement
20% of the sales force carries 80% of revenue; the operating goal is to elevate the bottom 80% and replace bottom 10% non-performers if they do not follow the required sales process.
Traffic alone is not the lever. AOV, membership conversion, process adherence, follow-up discipline, and manager coaching consistency are the levers.
Project objectives
Build and deploy a repeatable membership/package sales system across 9 HiSkin studio locations by July 1, focused on first appointment membership conversion, sales process adherence, SMS/email follow-up, manager coaching, and ongoing performance refinement.
Success metrics
First appointment membership conversion rate
Membership/package conversion
Sales process adherence
Average order value
Rep follow-up completion
Studio manager coaching consistency
Bottom-performer improvement or replacement
Membership lifetime value framing
In-scope work
Service memberships
Service packages
Front desk sales process
Aesthetician handoff
Checkout membership pitch
SMS/email follow-up
Automation templates
Sales scripts
Objection handling
Manager coaching
Weekly sales meeting cadence
Sales enablement portal
Rep training and role-play materials
Onboarding materials
Performance review framework
Out-of-scope work
individual product SKU optimization
Retail/product attach optimization unless scoped separately
Unrelated advertising strategy
Unrelated marketing campaigns
Unrelated ecommerce/product catalog work
Deliverables
Phase 1 - Discovery (Week 1)
Review sales data.
Review marketing data.
Review team performance data.
Identify top performers across 35 reps and 9 locations.
Analyze current conversion rates.
Identify sales funnel gaps.
Conduct stakeholder interviews with studio managers and reps.
Review current SMS/email automation capabilities.
Review front desk device/workflow readiness.
Phase 2 - Build & Deploy (Weeks 2-4)
First visit sales script.
Returning non-member script.
Objection handling scripts.
Front desk courtesy call script.
Checkout membership pitch.
SMS follow-up cadence.
Email follow-up cadence.
Automation templates.
Sales enablement portal.
Weekly focus areas.
Objection library.
Upsell playbooks.
Studio manager coaching framework.
Weekly meeting structure.
Studio manager training.
Role-play framework.
Onboarding materials.
Ongoing Retainer (Begins after implementation rollout / handoff)
Weekly Friday manager webinars for first 90 days.
Real-time coaching intervention.
Performance reviews.
Cross-location best practice sharing.
Top performer showcasing.
Script refinement.
Process refinement.
Portal updates.
Assumptions
Membership should be positioned as a $1,500-$2,000 customer lifetime value relationship.
Relationship-building is the competitive moat; ads alone cannot create the required client trust.
External integrations remain dry-run until credentials, persistence, and apply mode are configured.
Constraints
No PHI.
No passwords through onboarding forms.
No unsafe production mutations.
No project data borrowed from sister projects.
Dependencies
Sales data
Marketing data
Team backgrounds
Top performer list
Current conversion rates
Studio manager list
35-rep roster
9-location list
Current sales scripts
Current SMS/email templates
Automation platform details
Front desk device/workflow details
Stakeholders
Ariel - ArtMetrics owner / delivery lead.
Shannon - client decision maker / primary commercial contact.
Taylor Duncan - Operations Manager / internal champion.
Mark - stakeholder / leadership alignment.
Studio managers.
35 sales reps.
RACI / responsibility matrix
Responsible: Ariel West Long for project buildout.
Accountable: Client executive approver pending confirmation.
Consulted: Studio managers, front desk reps, provider stakeholders where applicable.
Informed: ArtMetrics admin/support.
Governance / approval model
Scope, contract, kickoff inputs, blueprint, script set, KPI scorecard, RAMP onboarding, and launch readiness require explicit review/approval states inside the project.
Communication cadence
Move day-to-day collaboration off Upwork and into Slack.
Upwork remains for the initial contract only.
Weekly Friday sales manager meetings are mandatory during the first 90 days.
GrowthDesk is the operational workspace and Close is the backend CRM/activity layer.
Change-control rules
Any expansion beyond service memberships/packages, sales process, follow-up cadence, and manager coaching must be logged as a project change.
No automatic scope, budget, timeline, booking, email, or RFI closure without supervised approval.
Risks and mitigations
July 1 launch deadline is fixed and creates schedule pressure.
Discovery and build/deploy must complete before launch readiness.
Data, access, device readiness, and approval owners are launch-gating dependencies.
Acceptance criteria
Discovery completed.
Sales scripts created.
SMS/email cadence created.
Sales enablement portal created.
Studio managers trained.
Role-play and onboarding materials created.
Launch-readiness review completed before July 1.
Ongoing coaching cadence established.
Handoff criteria
Final as-built summary, responsibility matrix, support path, open blockers, and post-launch expectations are documented.
Launch readiness criteria
Contracts signed by Monday
Phase 1 Discovery starts immediately after contract execution
Studio manager training: first week of June
Studio team training starts: June 15
Full launch: July 1
Ongoing coaching begins after rollout / immediately post-launch
Ongoing support model
Weekly Friday manager webinars for first 90 days.
Real-time coaching intervention.
Performance reviews.
Cross-location best practice sharing.
Top performer showcasing.
Script refinement.
Process refinement.
Portal updates.
Sales Process Framework
Pre-appointment:
Automated SMS/email education on membership benefits.
Day-of appointment confirmation 30-60 minutes before appointment.
Scripted front desk courtesy call.
During treatment:
Aesthetician tees up the membership conversation.
Checkout:
Front desk closes membership/package conversion.
Post-visit follow-up:
Joined + rebooked: thank-you call confirming great experience.
Joined, no rebook: encourage next appointment booking.
Rebooked, did not join: membership benefits follow-up.
No join, no rebook: re-engagement sequence.