Blooming in 2023
1. Brand lacks authority and legitimacy
3. More of everything doesn't add real value
2. The current equestrian context could turn the tide in our favour
We focused too much on equestrian sports: it's outdated and not our core quality
Broaden public expresses more and more concern with animal welfare in the sport: so do we
Equestrians are increasingly looking for kinder ways of handling horses: we're not the hippie weirdos anymore
Lots of scandals recently leading cool and level-headed riders to stand out: that's who our teachers are
On diverse social media, we're not mentioned enough compared to some of our competitors
We have avoided the "guru"/authority type of communication, but that's the ONLY thing our competitors do: and it works
We need to strenghten the branding around the founders performing with their horses, therefore increasing natural authority around our brand
Our teachers are not enough: people remember Blooming as Pauline & Lucie, the people who select the teachers, not as Alizée Froment at all (she's a different brand and collecting teachers with good brands doesn't directly trickle down on us)
More collaborators: it's been extremely difficult this year to correctly manage interns and some people. We lost time and most importantly, we deviated from our core mission and essence, which we think has impacted our sales
Freelancers and other providers: our Facebook Ads freelancer did not bring anymore value considering his cost, we also need to change boat with our developers agency which doesn't meet our needs anymore either
Building fast too many programs brought us impressive numbers, but we're not sure that's what will bring us true core quality and therefore legitimacy, inciting members to be fully committed to our brand and vision.
Bringing on more teachers is not necessary at this point, we have an impressive number of 25 skilled teachers and that's enough for now.
4. Less is more
Less programs, but very well-made: we'll focus 200% on higher quality of everything, with deep programs focused on horse education and behaviour, made with Pauline as the teacher, bringing on more authority as well
We'll strengthen the core team as it is by adopting clear and functional processes that work in the long run, as well as well-defined job desc
Our product will get some improvements here and there, our sole focus on a big product change will be the Lifetime Access Programs Library
Setting unrealistic goals drove the team energy down and made it loose motivation