MasterSpas Texas

MasterSpas Texas
June/June Growth Plan
Boerne June Activation + Optional Lead Recovery Pilot
Prepared for: Alex Childers
Prepared by: Rollis Fontenot III
June 2026
Executive Summary
The Recommendation
Approve a $52,500 June Marketing Plan that keeps Katy and Conroe stable, increases Boerne support to better match its growing momentum, and uses the Kendall County July 4th Tent Sale as a promotional anchor while continuing the education-driven strategy producing higher-quality buyers.
Optional Add-On
A 60-day Sales Engagement Specialist Pilot at $5,595/month to recover dormant CRM leads and improve speed-to-lead coverage — evaluated separately from the marketing plan.
Why Now
April 2026 revenue: $727,932 (13.9x the proposed June investment)
May 2026 revenue: $597,047 (11.4x the proposed June investment)
Boerne has been the lowest-supported market while showing some of the strongest momentum
The July 4th holiday creates a timely, premium promotional anchor
Educational content continues to produce buyers who close at higher rates
Decisions Needed
Decision 1
Approve the $52,500 June Marketing Plan
Decision 2
Approve or defer the optional SES pilot
Recent Performance Context
2026 Revenue Performance
June MTD excluded due to incomplete reporting period.
Recent performance creates room for a controlled, calculated investment increase in June. This is not a major budget jump — it is a stair-step aligned with the revenue momentum already in motion.
Investment Modeled at 8x–12x
The $52,500 June Marketing Plan Against Your Standard Framework
Reality Check Against Recent Performance
13.9x
April Multiple
$727,932 vs. $52,500
11.4x
May Multiple
$597,047 vs. $52,500
8.4x
Breakeven Multiple
$441,667 monthly goal vs. $52,500
The proposed June plan only needs an 8.4x multiple to hit the existing monthly goal. Recent months have already produced 11x–14x multiples at lower investment levels. This is a calculated step-up, not an overextension.
Boerne — The Strategic Investment
Why Boerne, Why Now
Boerne is currently the lowest-supported market in the portfolio but has been producing some of the strongest revenue performance. Increasing Boerne support brings it closer in line with Conroe and gives the June campaign room to build on existing momentum.
Budget Movement
$7,500
Current Monthly Support
$22,500
Proposed June Support
$15,000
Increase
Strategic Purpose
Bring Boerne support closer in line with Conroe's investment level
Layer in a July 4th promotional anchor at Kendall County Fairgrounds
Continue the education-driven advertising that has been creating better buyers
Build retargeting audiences for ongoing showroom traffic
Maintain post-event momentum through June 14
This is not a $22,500 tent sale spend. It is a Boerne June growth campaign with the tent sale layered in as a promotional anchor.
Boerne June Campaign
Kendall County July 4th Tent Sale
Promotional Window: June 15 – July 14
Physical Event: June 30 – July 5
Location: Kendall County Fairgrounds, Boerne, Texas
Core Event Message
Only 12 event units available.
Every unit must be cleared from the event site.
Once they're gone, they're gone.
Campaign Phases
Pre-Event Awareness
June 15–22
Build market awareness and educate buyers
Pre-Event Urgency
June 23–29
Promote limited inventory and immediate delivery
Live Event Push
June 30–July 5
Drive event and showroom traffic
Post-Event Retargeting
July 6–14
Convert warm audiences through showroom visits
Educational Strategy
"Pool, Swim Spa, or Both? What to Consider Before You Build."
Content angles include swim spas as a smarter alternative to traditional pool construction, swim spas as a pool add-on, and swim spas as a complement to existing hot tubs.
What's Included in the June Plan
Campaign Deliverables
Dedicated Landing Page
Boerne tent sale landing page with 12-unit inventory showcase (Available / Reserved / Sold)
Educational Content
"Pool, Swim Spa, or Both? What to Consider" — full content production
4-Phase Campaign Execution
Awareness, urgency, live event, and post-event retargeting
Tracking & Reporting
Attribution and reporting across all platforms
On-Site Event Presence
Creative production, optimization, campaign management, and signage at Kendall County Fairgrounds
Channel Mix
Meta
Facebook + Instagram
YouTube
TikTok
Connected TV
MNTN + Amazon, 160+ premium networks
Cross-Platform Retargeting
Sales Team Protection: Sales team retains full ownership and credit for all sales. No changes to compensation structure, lead ownership, or existing sales process.
Total Investment Summary
Primary Recommendation
Katy
$20,000
Conroe
$10,000
Boerne
$22,500
(up from $7,500)
$52,500
Total June Marketing Plan
Context
At a 10x target multiple, this plan aligns with a $525,000 June revenue objective — below both April and May actual revenue, and 18.9% above the monthly goal of $441,667.
Separate Decision: Lead Recovery Pilot
Optional July Add-On — Sales Engagement Specialist
This is presented as a separate decision from the June marketing plan. The marketing plan generates demand. The SES pilot improves conversion of demand already being paid for. Two different problems, two separate approvals.
Program Structure
How It Works
New Leads: Immediate "speed-to-lead"
If the assigned salesperson hasn't responded within 15 minutes, the SES picks up the call to prevent the lead from going cold.
Older Leads: Qualification and warm handover
SES reviews CRM history, qualifies the lead (Are they considering a store visit? Do they have product questions?), and then transfers warm prospects to the assigned salesperson.
Sales Team Protection: Sales team retains full ownership and credit for all sales. No changes to compensation, lead ownership, or existing sales process. SES is a bridge, not a replacement.
ROI Framework — Real Numbers
Based on current performance data:
51.1%
Showroom close rate
on walk-in traffic
$18,371
Average sale value
per transaction
Only 4 SES-driven walk-ins per month would generate approximately $37,477 in revenue — a 6.7x return on the $5,595 monthly investment. At 6 walk-ins per month, SES reaches the same 10x framework used to evaluate marketing performance. Figures assume no additional commissions, spiffs, or incentives — just SES delivering qualified walk-ins to the existing sales team at current close rates.
Performance Protection
If the pilot does not generate at least one attributed showroom visit or one attributed sale during the 60 days, a program credit may be issued. Includes a 60-day attribution tail after cancellation to account for delayed conversions.
Proven Concept
A prior version of this approach with Johanna ('Jo') generated multiple direct sales. This is not theoretical — MasterSpas has already validated the concept internally.
Decision Slide
Decision 1: June Marketing Plan
Approve $52,500 June Marketing Plan
Katy: $20,000
Conroe: $10,000
Boerne: $22,500 (up from $7,500)
Ongoing $10,000 monthly thereafter to match Conroe
Decision 2: Optional SES Pilot
Approve 60-day SES Pilot at $5,595/month
Defer SES pilot for separate review
Combined Investment Scenarios
Both scenarios remain within the 10x–14x revenue framework based on recent performance.
Next Steps
01
Confirm Approvals
Confirm approval path on each decision and firm up this week
02
Lock Event Units
Lock in the 12 Boerne event units for the tent sale
03
Launch Landing Page
Launch dedicated Boerne landing page by mid-June
04
Begin Pre-Event Campaign
Begin pre-event campaign on June 15
05
SES Onboarding (if approved)
Begin specialist onboarding for early-July launch