Services / Barbershop and men's grooming
They opened below break-even
- +370%Monthly appointments2023 – today
- 2.7×Above the shop's break-even point
- ×2Barbers on the team, and new franchises in Quito
- ReferenceAmong the best barbershops in Quito when people search
The challenge
La Barbiére was already running in Cuenca and decided to expand to Quito in 2023. A different market, different competition and zero brand recognition in the city. They opened with 110 to 120 appointments a month when the shop's break-even — the number below which the business loses money — was 200. In other words: they started in the red, with two barbers, in a business where the decision is made by word of mouth or by what people see on Instagram.
The solution
We built recognition where they had none. Constant content showing the real work — the cut, the atmosphere, the barber's hands — because in this business visual proof is what books the appointment. Paid media didn't chase followers: it chased a full calendar, especially the gaps on slow days, which are what sink a shop's profitability.
The execution
- Monthly content production inside the shop, with the real team.
- Local paid media segmented by area of Quito and by time of day.
- Promotional pieces aimed at low-demand days.
- A replicable system of pieces as new locations opened.
- Positioning work to appear in the city's local search results.
The work
