New York City women (and men) are busy. There’s no question about it. And going to a salon to get a manicure or pedicure after work or on the weekend is time consuming – especially when family, friends and other responsibilities take precedence.

On the service end, nail technicians in salons across New York City, Brooklyn and New Jersey are patiently waiting for their next client…clients who are at home or work. And when there is down time, technicians are often required to clean the salon way below minimum wage, often spending between 60-70% of their 10-hour day doing something other than their core job function.

This led us to two important questions:

  • Could getting your nails done in the city be more convenient?
  • Could a business be created to improve working conditions for nail technicians?


As a co-founder of the company, the solution was clear, “why not bring manicurists to the office instead?” Which quickly evolved into “why not to the home?” and “why not do this at events as well?” These questions were the foundation for the company that exists today: MANIORPEDI.COM, New York’s Mobile Nail Salon.

We knew through branding, simple UI/UX design, seamless booking and a digital marketing strategy, we could become a strong player in the NYC beauty services market alongside major competitors. So we embarked on a full-scale business strategy with clean design, digital marketing and marketing technology at the forefront.


The company was started with less than $5,000 and is now generating nearly a half million each year with 15% growth each year through digital marketing alone. The Google Ad clickthrough rate floats around 12%, which is 8% higher than the  industry standard. Through ads, we’re generating over 2,000 leads each year, with approximately 80% converting into sales.


Step 1: Business Modeling & Research (6 months)

The first thing we did was create a minimum viable product (MVP) through lean business modeling. This business model detailed all the most important startup resources, as well as financial requirements, digital technologies, customers and a core value proposition. At the end of this stage, we engaged in rigorous market research to support the viability of our business model.

Step 2: Branding (3 months)

Once we had confidence this model was viable, we began the process of creating a brand. This included developing a brand positioning statement, brand identity and narrative for use in marketing communications. In addition to crafting a brand strategy, we chose brand colors, typography, photography and video for our next phase of work.

Step 3: Website Design, Development, SEO & Booking Engine (3 months)

With a brand house style, we proceeded to build our most important marketing asset first: a responsive, SEO-friendly website and booking engine.

We wanted a site that would look and sound beautiful, but also perform well in search so that we could gain rank quickly. Thus, we performed in-depth SEO research with one main question “which content is going to give us the best rank from the beginning and how do we position ourselves agains the competition?” To further strengthen our search performance, we made it our intent to code the site using clean HTML, CSS and JavaScript, which significantly helped bolster our rankings.

This second part of this step (design) involved generating two design concepts, one of which was developed in WordPress – a platform that has given us great flexibility as we continue scaling. We also built and integrated a custom booking engine, which allowed us to take appointments and payment without customers needing to leave the site.

Finally, after fine-tuning the booking engine (and hiring amazing technicians!), we added Google Analytics tracking to the site and launched at MANIORPEDI.COM on August 2015. We opened our first account 1 month after launch with PepsiCo. Soon after, we were doing events for Tory Burch, Boston Consulting Group, Louis Vuitton and hundreds of other well-known companies.

Step 4: Google Ads

To improve brand awareness and generate more leads and sales, we set up a Google Ad Text and Display campaign, which continue to run. We also set up dynamic re-marketing on both Google Ads and LinkedIn to further impose our new brand and service offering on previous site visitors.