Marketing strategy execution from GRO-920 research

Add two key deliverables:
1. MARKETING-STRATEGY.md: Competitive positioning framework
   - Three positioning pillars (peace-of-mind, wellness partner, unified platform)
   - Competitive matrix vs. MoeGo, Anolla, Gingr
   - Top 5 content priorities aligned with customer pain points
   - Threat analysis and monitoring strategy

2. FOLLOW-UP-WORK.md: Prioritized implementation roadmap
   - Immediate actions (this week): homepage features, first blog post
   - Medium-term content (30 days): pain-point focused pieces
   - Decision gates and success metrics
   - Ownership and dependencies

Updated homepage hero copy to emphasize owner peace-of-mind:
'Stop managing appointments between appointments'

This synthesis of Scrubs' market research (GRO-920) into actionable initiatives
positions GroomBook for mobile + solo groomer segment.

Co-Authored-By: Paperclip <noreply@paperclip.ing>

FOLLOW-UP-WORK.md

@@ -0,0 +1,100 @@
+# Marketing Follow-Up Work from GRO-920 Research
+
+## Summary
+
+GRO-920 (market research) is complete. The CEO's competitive landscape, market trends, and customer pain point analysis has been synthesized into a marketing strategy (MARKETING-STRATEGY.md). This document tracks the follow-up work to execute that strategy.
+
+---
+
+## Immediate Actions (This Week)
+
+### 1. Homepage Features Reordering
+**Goal:** Lead with communication automation (solves #1 pain point)
+
+**Status:** In Progress
+- ✅ Hero copy updated: "Stop managing appointments between appointments"
+- ⏳ Reorder feature cards to emphasize communication/automation first
+- ⏳ Update feature section subtitle to emphasize "owner time recapture"
+
+**Ownership:** CMO (Pawla Abdul)
+
+---
+
+### 2. First Content Piece: "The Mobile Groomer's Time Problem"
+**Goal:** Demonstrate the pain point + ROI of GroomBook's communication automation
+
+**Scope:**
+- Time math: average mobile groomer loses 2–4 hours/week to phone management
+- Cost per missed booking
+- Show how GroomBook's automated booking + reminders + waitlist recapture that time
+- Real-world case study or simulation
+
+**Ownership:** CMO (Pawla Abdul)
+
+---
+
+### 3. Competitive Positioning Page
+**Goal:** Show how GroomBook vs. MoeGo / Anolla / Gingr
+
+**Scope:**
+- Interactive comparison (pricing, target market, differentiators)
+- Emphasize GroomBook's advantages:
+  - Open source + self-hosted (ownership)
+  - Mobile/offline-first (solves mobile groomer pain)
+  - Unified platform (data silos eliminated)
+  - Affordability
+- Position Anolla as premium AI add-on (not competitor), MoeGo as salon-focused (not for mobile)
+
+**Ownership:** CMO (Pawla Abdul)
+
+---
+
+## Medium-Term Content (30 Days)
+
+| **Topic** | **Why** | **Ownership** |
+|---|---|---|
+| "Why Separate Tools Cost You" | Data fragmentation pain (#3) | CMO |
+| "43% of Bookings Happen at Night" | After-hours booking gap (#5) | CMO |
+| "Zero Double-Bookings" | Scheduling chaos pain (#2) | CTO/Principal Engineer + CMO |
+| "Wellness Grooming Positioning" | Market trend: premiumization | CMO |
+| "Open Source Means You Own Your Tools" | Vendor support pain (#4) + differentiation | CTO + CMO |
+
+---
+
+## Decision Gates
+
+### Before Publishing "The Mobile Groomer's Time Problem":
+- Review with CTO for accuracy of time/process claims
+- Validate with a real mobile groomer (case study or validation)
+- Ensure ROI math is defensible
+
+### Before Launching Competitive Positioning Page:
+- Legal review of comparative claims
+- Confirm pricing/feature accuracy for MoeGo/Anolla/Gingr
+- Review with CEO for competitive strategy alignment
+
+---
+
+## Success Metrics
+
+- Homepage CTR improvement (demo/signup link)
+- Blog traffic to "Time Problem" post
+- Competitive positioning page bounce rate
+- Inquiry volume increase (track via demo signups)
+
+---
+
+## Blockers / Dependencies
+
+- **CTO input needed** on AI/scheduling features for positioning accuracy
+- **Real customer validation** for wellness positioning claims (e.g., pricing power)
+- **Legal review** before publishing competitive claims
+
+---
+
+## Notes
+
+- This work is driven by the market research insights (GRO-920)
+- All messaging should align with the three positioning pillars: peace-of-mind, wellness partner, unified platform
+- Content should use small-business voice (warm but direct, lead with benefit not feature)
+- Avoid jargon; write for groomers with five minutes, not engineers with fifty