Prepared for Gaynor McCann by Alex Fleck
Gaynor, you have already built something people want. With around 360 subscribers, an engaged Instagram audience and customers sharing their boxes, Nail Mail has a strong foundation.
I see several opportunities to turn that existing interest into more subscriptions, keep more members and generate more value from the stock you already hold. My recommendation is to start with the website and buying journey, while checking payment recovery straight away. Then we build the email, retention and upsell systems around that stronger foundation, before introducing a small affiliate programme and a repeatable calendar of seasonal offers.
~360
Subscribers today
500
First active target
90
Day program
500 is an ambition, not a guaranteed 90-day result. The initial action plan is complimentary.
I wanted to show you the opportunity, not just describe it. This initial concept brings your boxes, your creativity and your customers' results into a more distinctive shopping experience.
Proposed website layout — sketched wireframe concept
The subscription box for professional nail techs
Discover a monthly collection of 7+ premium nail products, tools & accessories, with step-by-step tutorials from a leading nail tech.
As featured in / on
Loved by nail techs
Genuine video reviews and results from the Nail Mail community.
"The best decision I made for my nail business — the tutorials alone are worth it."
Sarah M.
Member for 8 months
"Every box is a surprise and the products are always premium quality."
Jade T.
Member for 1 year
"I have learned so many new techniques from the monthly tutorials."
Priya K.
Member for 6 months
What's inside
7+ premium nail products, tools & accessories, beautifully packaged in our iconic black box. £50+ guaranteed content value, with a step-by-step video tutorial from Laura-Anne Beare.
Premium Products
7+ nail products, tools & accessories curated monthly
Guaranteed Value
£50+ of content value in every single box
Expert Tutorial
Step-by-step video from a leading nail tech
Free Delivery
Free UK shipping, straight to your door
7+ premium products every month
Step-by-step video tutorial
Free UK delivery
£50+ guaranteed value
Five ways to shop
From the Mystery Experience to individual items — find the route that suits you.
A surprise selection from our archive — with the full step-by-step tutorial included. Same guaranteed £50+ value, a lower price.
Full training included
Save 20%
A new themed box every month. £32/mo (was £40). Cancel anytime.
Join the ClubIncluded with Mystery
Step-by-step video tutorial from a leading nail tech. Included in every Mystery Experience box.
See the Mystery BoxYou choose
Pick your favourite products and tools. The more you add, the more you save.
Build Your BundleShop individual
Browse and buy individual products, tools and accessories from past boxes.
Visit the ShopReal results from the community
#NAILMAILCHALLENGEMystery-led conversion psychology
The Mystery Experience is positioned as the featured route because surprise and perceived value drive faster decisions. Full Training is gold-coded as included, removing the "should I add training?" friction.
Multiple entry points to purchase
Five routes to buy — Mystery (most popular), Monthly Club, Full Training (included), Build a Bundle, and the Shop — each captures a different buyer intent and price comfort level.
Social proof before the ask
Video reviews and the "As featured in" strip appear above the subscription detail, building trust and credibility before the visitor is asked to commit.
Value anchoring
£50+ guaranteed value is stated alongside every route, anchoring the price against perceived content value so £25 or £32 feels like a clear win.
Seasonal and prepaid funnel
Seasonal boxes, legacy collections and mystery bundles create urgency cycles. Prepaid 6- and 12-month memberships can be layered in to lift upfront revenue and retention.
Funnel flow
Hello bar offer, hero, social proof, what is inside, purchase routes, gallery. Each section warms the visitor one step closer to a buying decision.
Five areas where existing interest can convert to more subscriptions, better retention and higher order value.
Website & buying journey
A stronger homepage, clearer navigation and a compelling subscription sales page. Simpler mobile onboarding and better placement of real customer proof.
Payment recovery
Check failed payment handling and retry rules immediately — not after the website launch. Around 50 monthly defaults need attention.
Email, retention & upsell
Six proposed email flows, cancellation save options and one focused stock offer to lift order value. Built around the stronger website foundation.
Affiliate programme
A small pilot with 3–5 nail educators, creators or enthusiastic customers. Reliable attribution through Subbly checkout.
Seasonal offers calendar
A manageable calendar of seasonal boxes, legacy collections, mystery bundles and gift boxes. Evaluate prepaid memberships alongside monthly.
A practical, phased programme. We start with the website and buying journey, build the email and retention systems around that stronger foundation, then introduce affiliates and a repeatable calendar of seasonal offers.
Week 1
— Review & Prioritise
Weeks 2–3
— Build the Core Website
Week 4
— Test & Improve
Six proposed flows in priority order — an initial ten marketing/onboarding emails, plus review of existing payment recovery messages.
| # | Flow | Platform | Emails | Timing |
|---|---|---|---|---|
| 1 | Lead Welcome Introduce the brand, show proof and invite subscription | Mailchimp | 3 | On signup → Day 2 → Day 5 |
| 2 | Checkout Recovery Two reminders after a genuine abandoned checkout. Assign one sending system to avoid duplicates | Subbly or Mailchimp | 2 | After abandoned checkout |
| 3 | New Member Onboarding Explain what happens next, tutorials and getting value from the box | Mailchimp | 2 | After joining → First delivery |
| 4 | Member Offer One relevant promotional email. Exclude people who already purchased the featured product | Mailchimp | 1 | Around day 21 |
| 5 | Cancellation Win-back Tailor to the cancellation reason where practical. Confirm triggers before implementation | Subbly preferred | 2 | Days 7 & 21 after cancellation |
| 6 | Failed Payment Recovery Review retries, payment update links and existing notices. Measure unique recoveries and recovered revenue | Subbly | Review | On failed payment |
Retention
Order value & stock
This is a proposed implementation scope, not an additional fixed-price package. Test status changes and suppression: stop reminders after conversion, stop win-backs after reactivation, respect unsubscribes, prevent duplicate flows between platforms.
These are examples, not promised results for Nail Mail.
Pure Roasters
"Robert's business was at a plateau in the 300s and is now at approximately 672 subscribers."
Cozy Crafter Crates
"Charlotte is now shipping around 1,000 subscription boxes per month. We have also introduced six seasonal offers a year and an affiliate programme."
Alex works collaboratively with Charlotte through a retainer while she remains involved in products and the website.
cozycraftercrates.comPortfolio links
Stenbury Consulting is a reference for restrained black, white and gold styling, while keeping Nail Mail's proposed aesthetic distinct.
Both options retain Subbly for subscriptions and checkout. Existing subscribers do not need to migrate.
Alex's AI-Powered Platform
Note:
Subbly AI Builder
Note:
Both routes require testing of checkout, member access, analytics and product information.
A concise monthly scorecard and the information needed from Gaynor to get started.
Monthly scorecard
Target arithmetic: Moving from ~360 to 500 requires approximately 140 net additions, or 47 per month over three months. This is target arithmetic, not a forecast.
Inputs needed from Gaynor
Working relationship: Alex prioritises and executes the agreed work. Gaynor provides product knowledge, assets, commercial decisions and timely feedback.
Two ways to work together: let the retainer hold the build (slower, no separate build payment), or move faster with a 15%-discounted build bundled with the retainer. The initial action plan is complimentary either way.
Fees are quoted in USD. GBP figures are illustrative; exchange rates, payment-provider fees and any applicable taxes affect the final amount.
Option 1 · Slower
The website build is absorbed into your monthly strategy retainer. It takes about 1.5 retainer blocks, so the build moves a little slower — but there's no separate build payment. Everything runs through the retainer.
Your deposit credit: $297 off month 1
First month is $1,503 (was $1,800), then $1,800/mo after that.
What's included: The full website build (homepage, navigation, subscription sales page, box presentations, customer proof, About & FAQ, Subbly checkout, email signup, mobile, metadata, redirects, launch testing) plus 10 hours of strategy work per month — all within the retainer.
The build takes ~1.5 retainer blocks, so it moves slower than Option 2. Strategy work continues alongside.
First month $1,503 with your deposit credit, then $1,800/mo. No minimum term — the build is included.
Option 2 · 15% off the build
Pay a deposit on the website build now, with the balance on 23 October — bundled with your monthly retainer. You get 15% off the build for choosing this route, and the site and strategy start in parallel so growth begins immediately.
You save $375 on the build
Was $2,500 → now $2,125 for the full website build
We've separated the website balance from your next retainer payment to help with cash flow. Pay the remaining website balance on 23 October, then your monthly retainer resumes on 1 November.
Today's payment of $2,862.50 includes your first retainer plus the website deposit (15% off the build). The remaining $1,062.50 website balance is collected on 23 October. Your monthly retainer of $1,800 resumes on 1 November, charged in USD.
Prefer to implement the plan yourself?
This initial action plan is complimentary. Take the roadmap and run with it — or come back when you're ready for support.
Discuss the Next Step with Alex
Book a call — no obligation.
Secure checkout powered by Stripe. Option 2 includes a 15% discount on the website build. Today's payment covers your first retainer plus the website deposit. The remaining website balance is due on 23 October 2026, and your monthly retainer of $1,800 resumes on 1 November 2026, recurring on the 1st of each month. All charges are in USD; GBP amounts shown are approximate.
See how the investment pays for itself. Drag the slider to model your growth — the work should earn more than it costs.
Choose your investment
Fees shown in USD. Calculator converts to GBP to compare with subscription revenue.
New subscribers per month
10
How many new monthly subscribers the work brings in
Self-funding month
Month 4
Revenue exceeds monthly cost
Break-even month
Month 6
Full investment recouped
12-month net position
£15,000
After all costs
Subscribers by Month 12
120
Total active
Revenue vs investment over 12 months
A clear no-brainer.
At 10 new subscribers/month, the monthly retainer breaks even by Month 6. From Month 4, new subscriber revenue covers the monthly cost — the work is self-funding. By Month 12, you're up £15,000 after all costs, with 120 subscribers generating £4,800/month in recurring revenue.
Based on the subscription price of £40/month per subscriber. Investment fees are in USD, converted to GBP at an illustrative rate for comparison. Assumes subscribers remain active for 12 months (actual retention may vary). One-time purchases, add-ons and order-value uplift are not included — these would accelerate break-even. This is an illustration, not a guarantee.