Agency operating checklist

Alani Skin MD
New-Location Opening Playbook

The task list and timeline our agency follows when Alani acquires or opens a location. Alani supplies operating decisions and approvals; our team configures, launches, monitors, and reports the marketing work.

AlaniProvides operating inputs, approves client-facing work, and confirms location readiness.

AgencyOwns setup, production, QA, activation, monitoring, reporting, and documentation.

SharedUsed when timing, cadence, capacity, or go/no-go requires a joint decision.

Master timeline

Eight launch checkpoints

Timing is counted from the confirmed opening date. If the launch window compresses, the sequence stays the same and approvals become the critical path.

01T–6 weeks

Kickoff & access

Confirm scope, dates, owners, systems, and source data.

02T–4 weeks

Data & HubSpot setup

Import, tag, suppress, route, and validate inherited records.

03T–3 weeks

Campaign production

Build sales workflows, email/SMS, event, web, and paid media.

04T–2 weeks

Approvals & QA

Approve content and test every audience, link, workflow, and conversion path.

05T–1 week

Launch lock

Complete go/no-go review; schedule approved communications and media.

06Opening day

Activate & monitor

Release campaigns, watch replies and bookings, resolve issues.

07T+2 weeks

Optimize

Send provider/services email and adjust media and outreach.

08T+30 days

Handoff

Send unbooked reminder, report results, and move to evergreen operations.

Before work begins

Required launch inputs

These items feed the location brief. Missing inputs are logged as launch risks and may move dependent due dates.

InputOwnerDue

Opening dateAlaniBefore kickoff

Location name, address, hours & phoneAlaniT–6 weeks

Provider roster, bios, headshots & schedulesAlaniT–4 weeks

Services, pricing, capacity & booking linksAlaniT–4 weeks

Welcome offer / gift details & termsAlaniT–3 weeks

Opening event details & RSVP linkAlaniT–3 weeks

Inherited-client outreach decision & release dateSharedT–4 weeks

Execution checklist

Tasks by workstream

Each row names the accountable owner and target timing. Approval dependencies are called out separately.

01 Data migration & location setup 02 HubSpot sales setup 03 Email & SMS launch cadence 04 Opening event communications 05 Paid media 06 Location page & booking path 07 Launch QA, reporting & handoff

Data migration & location setup

Move inherited client and appointment data into Alani’s systems without triggering premature outreach.

CompleteTaskOwnerTimingApproval / dependency

Confirm final data export fields, consent fields, source location name, and record countSharedT–5 weeks—

Add a temporary Zapier filter excluding the new location during the Boulevard importAgencyBefore import—

Add the new location to the HubSpot Location dropdown propertyAgencyT–4 weeks—

Import existing contacts with the new Location value and acquisition-source tagAgencyT–4 weeks—

Import past appointments into a new, separate HubSpot pipelineAgencyT–4 weeks—

Add the location branch to workflows that set phone number and locationAgencyT–4 weeks—

Reconcile record totals, duplicates, consent status, and sample recordsAgencyWithin 1 business day of importAlani confirms sample records

Remove the temporary Zapier filter after import QA is completeAgencyAfter QA approval—

HubSpot sales setup

Create the approved task and outreach system for the new location’s existing clientele.

CompleteTaskOwnerTimingApproval / dependency

Confirm whether sales outreach to existing clientele is desired at launchAlaniT–4 weeks—

If yes, confirm cadence, outreach type, message guidance, and responsible sales teamSharedT–4 weeks—

Create the new-location task queue and assignment rulesAgencyT–3 weeks—

Create the launch-specific sales workflow when outreach is approvedAgencyT–3 weeksAlani approves cadence

Confirm cadence and outreach type for all existing task-creation workflowsSharedT–3 weeks—

Add the location branch to applicable task-creation workflowsAgencyT–2 weeks—

Exclude imported contacts from sales workflows until the approved release dateAgencyAt import—

Test enrollment, task ownership, timing, copy, and exit criteriaAgencyT–1 week—

Add the location to sales and booking-conversion reporting dashboardsAgencyT–1 week—

Email & SMS launch cadence

Welcome inherited clients, explain the transition, introduce the location, and drive bookings.

CompleteTaskOwnerTimingApproval / dependency

Confirm final audience, sender, reply owner, offer, gift, event, and release dateSharedT–3 weeks—

Build and approve “[Location] Now Open” email and SMSAgencyApproved by T–1 weekAlani approves final proof

Schedule opening-day email and SMS to eligible inherited clienteleAgencyOpening day—

Build and approve new-services and provider-highlight emailAgencyApproved by T+1 week—

Send services and provider emailAgencyT+2 weeks—

Build reminder-to-book email and SMS for unbooked contactsAgencyApproved by T+3 weeks—

Send reminder-to-book and welcome-offer last-chance messageAgencyT+30 days—

Add the location branch to all applicable marketing workflowsAgencyT–2 weeks—

Exclude imported contacts from HubSpot marketing flows until the approved release dateAgencyAt import—

Exclude contacts from Boulevard email and SMS blasts until the approved release dateAgencyAt import—

QA audience, consent, personalization, mobile rendering, links, booking path, and opt-outAgencyT–1 week—

Opening event communications

Support event attendance with a short, audience-specific reminder sequence.

CompleteTaskOwnerTimingApproval / dependency

Confirm event date, capacity, RSVP link, parking, offer, and run of showAlaniT–3 weeks—

Build event reminder emailAgencyT–2 weeksAlani approves final details

Send event reminder emailAgency7 days before event—

Send last-chance-to-RSVP email and SMS to eligible non-RSVPsAgency1 day before event—

Send event and location-details email to confirmed RSVPsAgencyEvent day—

Monitor replies, RSVP issues, and capacity; route operational questions to AlaniSharedEvent week—

Paid media

Generate qualified local demand only after booking, tracking, creative, and capacity are ready.

CompleteTaskOwnerTimingApproval / dependency

Confirm geography, budget, service priorities, offer, and capacity guardrailsAlaniT–4 weeks—

Create pre-launch, opening, and evergreen media planAgencyT–3 weeks—

Build location audiences, exclusions, naming conventions, and budget controlsAgencyT–2 weeks—

Create location-specific paid copy and creativeAgencyT–2 weeksAlani approves creative

Validate pixels, UTMs, conversion events, phone tracking, and booking attributionAgencyT–1 week—

Complete launch-day media activation checkAgencyOpening day—

Review spend, lead quality, cost per booking, and capacityAgencyDaily opening week; weekly through T+30—

Location page & booking path

Ensure every campaign lands on accurate location information and a working booking experience.

CompleteTaskOwnerTimingApproval / dependency

Provide final address, hours, phone, map pin, parking, services, providers, and imageryAlaniT–4 weeks—

Publish or update the location page and navigationAgencyT–2 weeks—

Confirm Boulevard inventory, appointment types, providers, and booking links are liveAlaniT–2 weeks—

Validate location selector, phone links, map, forms, CTAs, and campaign destinationsAgencyT–1 week—

Test desktop and mobile from discovery through booking confirmationAgencyT–1 week—

Recheck live facts, booking availability, and trackingAgencyOpening morning—

Launch QA, reporting & handoff

Control the release, surface issues quickly, and document the move into evergreen operations.

CompleteTaskOwnerTimingApproval / dependency

Run integrated QA across data, workflows, audiences, messages, ads, pages, and reportingAgencyT–1 week—

Confirm location operations, staffing, phones, schedules, and escalation contactsAlaniT–2 business days—

Hold final go/no-go review and record approvalsSharedT–1 business day—

Monitor sends, replies, tasks, spend, leads, bookings, and launch issuesAgencyOpening day—

Deliver initial launch readoutAgencyWithin 72 hours—

Deliver optimization reviewAgencyT+2 weeks—

Deliver 30-day report and evergreen recommendationsAgencyT+30 days—

Remove launch-only suppressions after approval and assign ongoing ownersAgencyT+30 daysAlani approves handoff

Release controls

Final go/no-go gates

All five gates must be cleared before the associated campaigns are released.

01Data

Counts, consent, tags, suppression

02Experience

Location page, booking, phone, tracking

03Creative

Copy, audience, offer, links, approvals

04Operations

Staffing, schedules, capacity, escalation

05Activation

Named approver confirms go live

Reporting cadence

72 hours · 2 weeks · 30 days

72 hours: delivery, replies, workflow activity, paid spend, leads, bookings, and issues
2 weeks: engagement, sales follow-up, provider capacity, conversion, and optimizations
30 days: channel performance, booking contribution, open risks, and evergreen handoff

Alani Skin MDNew-Location Opening Playbook

Eight launch checkpoints

Kickoff & access

Data & HubSpot setup

Campaign production

Approvals & QA

Launch lock

Activate & monitor

Optimize

Handoff

Required launch inputs

Tasks by workstream

Final go/no-go gates

72 hours · 2 weeks · 30 days

Alani Skin MD
New-Location Opening Playbook