What's Live
7 canvases currently active in Braze, reaching guests and hosts across the lifecycle.
| Canvas | Description | Status |
|---|---|---|
| GP1 (New Guest Onboarding) | Welcome sequence for new guest accounts. Drives first booking through education, social proof, and personalized listing recommendations. | Live |
| HP1 (Host Onboarding) | New host welcome and listing completion flow. Guides hosts through setup milestones to get their listing bookable. | Live |
| Missed Savings | Targets guests who could have saved with Summer Pass on recent bookings. Drives pass purchases through personalized savings calculations. | Live |
| Summer Pass Launch Campaign | Multi-touch campaign introducing Summer Pass to eligible guests. Covers benefits, pricing, and booking incentives. | Live |
| Summer Pass Credits Earned | Notifies Summer Pass holders when they earn credits from bookings. Reinforces value and encourages continued usage. | Live |
| Summer Pass Post-Purchase | Post-purchase nurture for new Summer Pass buyers. Guides them to their first discounted booking and maximizes pass utilization. | Live |
| Lifecycle Canvas Fix | Coordination layer that resolves timing conflicts between canvases. Prevents message overlap and ensures proper sequencing across all flows. | Live |
These 7 canvases are live, monitored, and performing. They cover the core guest onboarding journey, host onboarding, and the full Summer Pass lifecycle from launch through post-purchase engagement.
Ready to Ship
5 canvases built and in final QA. Shipping as soon as dynamic components are validated.
| Canvas | Description | Status |
|---|---|---|
| GP3 (Browse Recovery) | Re-engages guests who browsed listings but didn't book. Personalized recommendations based on browse behavior and location. | In QA |
| G03 (Liked Listing Urgency) | Triggers when a guest's liked listing has high demand or limited availability. Creates urgency to convert saves into bookings. | In QA |
| Host Monitor Launch | Alerts hosts when their listing performance changes (views, bookings, search ranking). Drives optimization through actionable coaching. | In QA |
| Guest Lifeguards | Promotes listings with lifeguard availability to safety-conscious guests. Surfaces a key trust differentiator for families. | In QA |
| New Pool Near You | Notifies guests when a new listing opens in their area. Drives discovery and first bookings for new hosts. | Waiting on Bunim |
New Pool Near You is waiting on one item: Bunim needs to create the SWIMPLY20 coupon code in the system. Once that's done, this canvas ships with the rest of the QA batch.
These 5 canvases represent the biggest near-term impact. Browse recovery and liked listing urgency alone target the highest-intent segment of the guest funnel. Shipping this batch is the top priority for April.
In Pipeline
8 canvases briefed and entering the build cycle. These move through approval, design, build, and QA before going live.
| Canvas | Description | Notes |
|---|---|---|
| GP2 (2nd Swim) | Converts first-time guests into repeat bookers. The single highest-leverage retention flow in the lifecycle. | New brief delivered. Approval chain: Nikhil → Michael Dearvin → Bunim. Brief at swimply-gp2-briefs.vercel.app |
| Host Onboarding Progress Tracker | Milestone-based nudges that guide hosts through listing completion. Tracks setup progress and sends targeted coaching at each stage. | Briefed, entering build cycle |
| Summer Pass #7 (Low Usage Nudge) | Targets Summer Pass holders who aren't using their benefits. Reminds them of savings available and suggests bookings. | Briefed, entering build cycle |
| Summer Pass Credits Expiring | Alerts pass holders when credits are nearing expiration. Creates urgency to book before value is lost. | Briefed, entering build cycle |
| H01 (Host Listing Optimization) | Dynamic, quality-score-driven coaching for hosts. Analyzes listing data and sends personalized recommendations to improve performance. | Brief at swimply-h01-briefs.vercel.app |
| Guest Win-Back | Re-engages lapsed guests who haven't booked in 60+ days. Seasonal hooks, personalized recommendations, and incentive-driven CTAs. | Briefed, entering build cycle |
| G07 (Review Request) | Post-booking review solicitation. Timed to hit guests when the experience is fresh, with a frictionless review path. | Briefed, entering build cycle |
| Host Wake Up Expansion | Expanding the existing host re-engagement flow from current state to 10 levels with SMS integration. Deeper re-activation ladder. | 10 levels + SMS, significant expansion of existing canvas |
GP2 (2nd Swim) and H01 (Host Listing Optimization) are the highest-priority pipeline items. GP2 is the single most impactful retention canvas for the guest side. H01 uses dynamic data to coach hosts toward higher-performing listings, which improves supply quality across the marketplace.
Blasts & Campaigns
Ongoing campaign execution alongside lifecycle canvas work.
Blast Calendar
The blast calendar runs February through September and covers seasonal events, Summer Pass waves, weekly discovery emails, and weekend push campaigns. We're sending approximately 2 email blasts per week currently, with the cadence increasing as we ramp into peak summer season.
Blasts are running consistently and on schedule. The calendar is proactive, not reactive. We plan around seasonal moments, Summer Pass milestones, and weekly engagement touchpoints.
Infrastructure Delivered
Everything built to support faster, higher-quality lifecycle execution.
| Deliverable | Description | Link |
|---|---|---|
| Creative System | Full design system for Swimply email and messaging creative. Ensures brand consistency across all lifecycle touchpoints. | swimply-creative-system.vercel.app |
| Design Briefs (All Flows) | Comprehensive design briefs for every lifecycle flow. Gives designers everything they need to produce on-brand creative. | swimply-design-briefs.vercel.app |
| GP2 Brief (Redesigned) | Redesigned 2nd Swim brief with updated strategy, copy direction, and dynamic content requirements. | swimply-gp2-briefs.vercel.app |
| H01 Brief (Redesigned) | Host Listing Optimization brief with quality-score-driven coaching framework and dynamic content specs. | swimply-h01-briefs.vercel.app |
| Brand Voice Documentation | Extracted and documented brand voice, tone guidelines, and messaging framework for all lifecycle copy. | Internal reference |
| Audience Data | Guest and host audience analysis, behavioral segments, and persona documentation. | Internal reference |
| Competitive Intel | Competitive landscape analysis covering email strategies, lifecycle approaches, and positioning across the marketplace category. | Internal reference |
| Braze Content Blocks + Template Library | Reusable content blocks and templates in Braze for faster canvas builds. Standardized headers, footers, CTAs, and listing modules. | In Braze (US-05) |
| Attribution Setup | Campaign and canvas attribution tracking configured in Braze for performance measurement across all lifecycle touchpoints. | In Braze (US-05) |
April-May Priority Stack
Six priorities, in order. We're focused on shipping what's built, then moving the highest-impact pipeline items through to live.
| # | Priority | Why It Matters | Timeline |
|---|---|---|---|
| 1 | Ship the 5 QA-ready canvases | Biggest immediate impact. Browse recovery and liked listing urgency target the highest-intent guests. Host Monitor and Guest Lifeguards expand coverage on both sides of the marketplace. | This month |
| 2 | GP2 (2nd Swim): approval → design → build → live | The single highest-leverage retention flow. Converting first-time guests into repeat bookers is the most impactful thing we can do for guest LTV. | April-May |
| 3 | H01 (Host Listing Optimization): approval → design → build → live | Dynamic, data-driven host coaching improves supply quality across the entire marketplace. Better listings mean better guest experiences and higher booking rates. | April-May |
| 4 | Host Wake Up expansion (10 levels + SMS) | Deeper re-activation ladder for dormant hosts. More levels and SMS integration mean more chances to bring inactive hosts back to the platform. | May |
| 5 | Stick to the blast calendar proactively | Seasonal events, heat waves, Summer Pass waves, and weekly discovery emails keep the audience engaged between lifecycle touches. Consistency compounds. | Ongoing |
| 6 | Ramp toward Memorial Day campaign | Memorial Day weekend is a peak booking period. A coordinated campaign across email, push, and SMS targets the $200K+ revenue opportunity from the plan. | Late May |
What We Need From You
Specific asks, by person, to keep things moving. Each one unblocks a specific deliverable.
| Person | Action Needed | Unblocks |
|---|---|---|
| Bunim | Create the SWIMPLY20 coupon code in the system | New Pool Near You canvas (currently blocked) |
| Bunim | Review and approve proofs for: drop-off recovery, liked listing, and new pool near you | QA batch can ship once approved |
| Nikhil → Bunim | Approve GP2 (2nd Swim) brief at swimply-gp2-briefs.vercel.app | GP2 enters design + build cycle (Priority #2) |
| Eng (Abe) | Completed steps check implementation for New Pool Near You canvas | Full functionality for new listing notifications |
| Yona | Details on the host email delivery issue so we can investigate | Diagnosing and resolving host-side delivery problems |
The two biggest blockers right now are the SWIMPLY20 coupon code and the GP2 brief approval. The coupon code is a quick win that unblocks a ready-to-ship canvas. The GP2 approval unlocks the single highest-impact retention flow in the pipeline.
How We Keep You in the Loop
Our communication cadence is designed so you always know what's happening, what's coming, and what we need.
| Cadence | What You Get |
|---|---|
| Daily (Slack) | What was delivered, what we're working on, what's blocked, and what we need from you. Short, actionable updates. |
| Weekly Reports | Flow metrics, blast metrics, A/B test results, and recommendations. Data-driven view of how everything is performing. |
| Weekly/Biweekly Calls | Already scheduled. We cover status, priorities, blockers, and decisions needed. Notetaker on all calls with action items tracked and followed up on. |
| Proactive Alerts | If anything is blocked or a timeline shifts, you hear from us before you have to ask. No surprises. |
| Dedicated Operator | A dedicated lifecycle operator manages your account day-to-day. One person who knows your business, your Braze setup, and your goals. |
Approval Chain
For reference: how briefs and creative move through review.
Briefs move left to right. Creative proofs go directly to Bunim for final sign-off. We track approval status and follow up proactively so nothing stalls.