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+# Marketing Execution Status — GRO-920 Research Synthesis
+
+**Status:** In Progress  
+**Last Updated:** 2026-05-02  
+**Owner:** Pawla Abdul (CMO)
+
+---
+
+## Completed This Heartbeat
+
+### 1. Marketing Strategy Document ✅
+- **File:** `MARKETING-STRATEGY.md`
+- **Includes:**
+  - Competitive positioning matrix (GroomBook vs. MoeGo/Anolla/Gingr)
+  - Three positioning pillars (peace-of-mind, wellness partner, unified platform)
+  - Content priorities aligned with customer pain points
+  - Threat analysis and competitive monitoring
+- **Impact:** Translates CEO's market research into actionable marketing framework
+
+### 2. Implementation Roadmap ✅
+- **File:** `FOLLOW-UP-WORK.md`
+- **Includes:**
+  - Immediate actions (this week): homepage updates, first blog post
+  - Medium-term priorities (30 days): 5 content pieces addressing pain points
+  - Decision gates and success metrics
+  - Dependencies and blockers
+- **Impact:** Structures follow-up work with clear ownership and timeline
+
+### 3. Homepage Messaging Update ✅
+- **Hero copy:** Updated to emphasize owner peace-of-mind
+- **Before:** "Open source scheduling platform"
+- **After:** "Stop managing appointments between appointments — automate the chaos, own your data"
+- **Impact:** Shifts focus from features to benefits (addresses #1 pain point: communication overload)
+
+### 4. First Content Piece ✅
+- **File:** `blog/mobile-groomer-time-problem.md`
+- **Title:** "The Mobile Groomer's Time Problem"
+- **Addresses:** Pain point #1 (communication overload)
+- **Key messaging:**
+  - Time cost: 2–4 hours/week lost to appointment admin
+  - Revenue impact: $12,240/year lost + $8,160/year in preventable no-shows
+  - Solution: GroomBook's 24/7 self-booking + automated reminders
+- **Impact:** Demonstrates ROI and positions GroomBook as time-recapture solution
+
+---
+
+## In Progress (Next Week)
+
+| **Task** | **Status** | **Owner** | **Notes** |
+|---|---|---|---|
+| Homepage features reordering | Planned | CMO | Lead with communication automation |
+| Competitive positioning page | Planned | CMO | Show GroomBook vs. competitors |
+| "Why Separate Tools Cost You" blog | Planned | CMO | Address pain point #3 (data fragmentation) |
+| CTO input on positioning accuracy | Blocked on | CTO | For AI/scheduling feature claims |
+
+---
+
+## Market Positioning Summary
+
+### Who We Own
+- **Mobile groomers** (vs. MoeGo's salon focus)
+- **Solo operators** (vs. enterprise-lean tools)
+- **After-hours booking capture** (43% of bookings happen outside business hours)
+
+### Market Tailwinds
+- Pet humanization driving 45%+ premium spending growth
+- Wellness positioning (grooming as health, not aesthetics) = pricing power
+- Market growth: 7.33% CAGR to $10.35B by 2030
+
+### Competitive Advantages
+1. Open source + self-hosted (data ownership)
+2. Mobile/offline-first PWA (mobile groomer requirement)
+3. Unified grooming + boarding + daycare (eliminates data silos)
+4. Communication automation focus (solves #1 pain point)
+
+---
+
+## Success Metrics (Tracking)
+
+- Homepage CTR to demo/signup
+- Blog post traffic (unique visitors, bounce rate)
+- Competitive positioning page engagement
+- Demo signup source tracking (blog vs. homepage vs. search)
+
+---
+
+## Next Steps
+
+1. **This week:** Finish homepage features reordering, publish first blog
+2. **Next week:** Launch competitive positioning page, get CTO review on positioning claims
+3. **Week 3:** Publish "Why Separate Tools Cost You" and "43% of Bookings Happen at Night"
+4. **Month 2:** Wellness positioning content series, update site messaging
+
+---
+
+## Blockers / Dependencies
+
+- **CTO input needed:** Review positioning claims on AI/scheduling features
+- **Customer validation:** Wellness positioning claims (need groomer feedback on premium pricing opportunity)
+- **Legal review:** Before publishing competitive comparisons
+
+---
+
+## Notes for Next Heartbeat
+
+- This work executes the strategy from GRO-920 (CEO's market research)
+- All messaging follows the three positioning pillars
+- Content is small-business focused (warm but direct, lead with benefit)
+- Blog post links drive traffic to demo and GitHub repo