Cohn Consulting

Building Jaspy's
brand partnership pipelinea six-month fractional proposal

More than a marketplace deserves more than a pitch. This is a working plan: where Jaspy's partner pipeline comes from, how it gets built salon by salon and brand by brand, and what good looks like at 30, 60, 90 days and month six.

Proposed by

Wayne Cohn

Cohn Consulting · Fractional Partnerships & Growth Lead

Proposed to

Nikki Henton

Andrew

Founders, Jaspy

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01The model

How Jaspy actually works

The model behind the platform: local salons on one side, the brands and trainers who supply them on the other, and a loop that keeps both better off.

Salons on one side, partners on the other

Jaspy is more than a marketplace: it connects hair and beauty salons with the brands, distributors and educators behind them, and gives local clients an easy way to find those salons, shop their products and support them.

Discovery, ordering and education in one place

Salons discover and order products, book training and CPD, and reach their own regulars in one place. Brands, distributors and trainers get a genuine route to thousands of independent businesses they could never reach one by one.

A relationship, not a transaction

What salons buy and learn feeds both sides: partners see real demand instead of guesswork, and salons get product and training suggestions that actually suit them, the kind of ongoing relationship that strengthens the community behind the platform.

One loop feeding both sides

Salons · Marketplace · Partners

Salons

Discover, order and learn in one place, with a consumer-facing side reaching their own clients.

Order productsBook training & CPDReach local clients

Jaspy

Partners

A direct route into a fragmented, hard-to-reach salon market.

BrandsDistributorsEducation providers

The whitespaceConsumer platforms (Treatwell, Fresha) don't run a B2B salon marketplace

What it gives both sides

One straightforward route from salons to the brands, distributors and educators they rely on.
A direct, human channel for partners into a fragmented salon market they can't reach one by one.
A consumer side that helps local clients find, book and shop their favourite salons, supporting local businesses and feeding the whole loop.

02The plan

30 / 60 / 90 days: and the first six months

First 2 weeks

Deep onboarding

Shadow Nikki and Andrew across Jaspy's current operations and partner calls.
Map the live marketplace: which salons, brands, distributors and education providers are already on platform.
Review existing partner pipeline and CRM data to find the real top lead source.
Agree the ideal partner profile (ICP) and engagement scope with the founders.

Days 1 to 30

Build the partner engine

Stand up the single partner engine (see Go-To-Market).
Begin outreach to a first wave of 8 to 10 highest-fit prospects across the three tiers.
Build a partner proposal template with ROI framing for salons and partners.
Start qualifying the full 20 to 30 prospect list.

Days 31 to 60

Discovery, demos, partners

First discovery calls and demos running with brands and distributors.
Begin education-provider conversations and consumer-side partnership pilots.
First proposals out.
Feed learnings back into the marketplace roadmap.

Days 61 to 90

Close and refine

First partnership(s) signed in at least one tier.
Pipeline coverage building, aim for 3 to 4x the six-month partner target.
Refine messaging on real objections heard, especially "we already have a distributor".
Report learnings back to Nikki and Andrew.

6 months

Repeatable, not founder-led

Consistent, repeatable partnership motion running, not ad hoc.
Signed partners in at least 2 of the 3 tiers (brands, distributors, education).
A documented, repeatable partnership playbook handed to Jaspy.
Clear view of what works by tier and by message.

03Where we play

Target market: three partner tiers

Tier 1

Fastest route to revenue

Professional & retail hair / beauty brands

From challenger brands to the global majors that sell through salons.

Shortest sales cycle; brands are actively seeking salon reach.
Challenger brands (Olaplex, Colour Wow, Wunderbar) lack UK trade infrastructure, Jaspy is a low-cost route to market.
Global majors (Wella, L'Oréal Professionnel, Schwarzkopf) already pay for trade marketing and education; Jaspy is incremental digital reach into independent salons they don't cover efficiently.

Why Tier 1 closes fastest: challenger brands need salon distribution now and have no in-house trade sales force to build it themselves, so a ready-made route to thousands of fragmented salons is a direct, low-friction win. Majors are slower and need a different, reach-and-demand story, which is why they sit later in the same tier.

Tier 2

Volume & reach

Distributors & wholesalers

Capital Hair & Beauty, Sally Salon Services, Dennis Williams, SDC and the incumbent middlemen.

Aggregated reach across hundreds of salons at once.
Jaspy complements or disintermediates, a partner-first pitch that adds demand, not friction.
Several wholesalers also run education arms (e.g. Capital Hair & Beauty Training), doubling the value of a single partnership.

Why Tier 2 matters even though they're the incumbent: distributors already own the salon relationship, so they're the fastest route to volume, but they're also the middlemen a marketplace could one day replace. The pitch is partnership-first: give them aggregated demand and data they don't currently have, and Jaspy becomes an asset rather than a threat.

Tier 3

The education & consumer wedge

Education providers & the consumer side

Brand academies, training providers and the consumer-facing half of Jaspy.

Training and CPD providers need salon distribution to sell courses; Jaspy gives them a channel.
Brand academies (Toni&Guy, L'Oréal Professionnel, Schwarzkopf) bundle education with product distribution.
The consumer-facing side puts each salon's services and booking in front of local clients, feeding demand back into the B2B story.

Where do the consumer platforms fit?

Treatwell, Fresha and Phorest already own the consumer booking side. None of them runs a B2B marketplace connecting salons to brands, distributors and education providers. That's Jaspy's white space: borrow the proven monetisation menu of subscription, commission and featured placement, but apply it to the supply side of the industry, not the consumer side.

04Who we go after

Prospect list: 22 UK organisations

Priority: the shortest realistic path to a partnership that starts paying off for salons quickly, given fit and reachability. Strategic: a longer conversation, but a bigger shift for the community behind the platform when it lands.

Tier 1: Professional & retail brands

Fast route to revenue

Colour Wow

Priority

UK-founded salon/retail hybrid with strong education focus, lacks broad trade distribution.

ghd

Priority

UK-founded (Leeds) tools brand with an active B2B salon programme plus retail.

Wunderbar

Priority

Challenger UK/Australian colour brand; a low-cost route to market via Jaspy.

Keune

Priority

Dutch professional brand with UK distribution and a dedicated education arm.

Olaplex

Strategic

Salon-first launch model already flowing through UK distributors; stronger reach story.

Joico

Strategic

Henkel salon-exclusive haircare distributed through the UK professional wholesale channel.

Matrix

Strategic

L'Oréal salon-exclusive colour/care brand, sold through the L'Oréal Pro trade network.

Tigi / Bed Head

Strategic

Unilever salon-exclusive distribution heritage, mature brand relationship to modernise.

Dyson Hair

Strategic

Premium tools with a professional/trade salon programme worth a partnership play.

Tier 2: Distributors & wholesalers

Volume & reach

Dennis Williams

Priority

Independent cash-and-carry since 1955; challenger-friendly and fast to engage.

SDC (Salon Distribution Concepts)

Priority

Newer national distributor open to new demand channels.

Capital Hair & Beauty

Strategic

UK's largest independent wholesaler; the incumbent middleman to partner or disintermediate.

Sally Salon Services

Strategic

200+ UK trade locations; core incumbent with deep salon reach.

Salons Direct

Strategic

Online salon equipment and product retailer serving the trade.

Beauty Buys / Global Beauty Care

Strategic

Long-tail online trade wholesaler with a broad catalogue.

Tier 3: Education & training providers

Courses, CPD & the consumer side

Toni&Guy UK Training

Priority

Flagship brand academy with a government-recognised apprenticeship training arm.

Capital Hair & Beauty Training

Priority

Distributor-owned academy; doubles the value of the Capital partnership.

L'Oréal Professionnel Academy UK

Strategic

In-house brand academy tied to L'Oréal's trade education strategy.

Schwarzkopf Professional Academy

Strategic

Brand-run academy bundled with product distribution.

Vidal Sassoon Academy

Strategic

Iconic UK hairdressing education brand with strong heritage.

City & Guilds

Strategic

Major awarding body for Hairdressing & Barbering NVQs; accreditation partner.

VTCT / iTEC

Strategic

Awarding organisation for hairdressing and beauty qualifications, accredits independent colleges.

Trade bodies mapping this market

The member bases of these bodies are a ready-made prospect directory for both brands and distributors, and a credibility signal to use in conversation with each tier.

HBSA (Hair & Beauty Suppliers Association)
NHBF
BABTAC
HABIA

Built from public market mapping and standard account due diligence, then refined continuously against live CRM and lead-source data.

05What Cohn Consulting brings

Track record & how the engagement works

A repeatable, relationship-led way of working that stays with Jaspy, rather than a dependency on one person.

Approach

Cohn Consulting is a fractional partnerships and growth practice. This proposal is built on a repeatable, partnership-led method: map the fragmented market, target the tiers with the shortest path to revenue, and hand the client a documented, repeatable motion rather than a dependency on one person.

Focused

One owner

One to two days a week, working a single partner engine, not a scattergun across every channel.

Partnership-led

Warm first

Built on trade bodies, events and introduction paths, not cold volume alone, so the pipeline compounds.

Hand-back

Owned by Jaspy

A documented playbook Jaspy owns at the end of six months, so growth isn't dependent on a contractor.

Working principle

I'm not selling Jaspy a consultant to run errands. I'm building the partnership motion the marketplace needs to become the category's default B2B route to market, and making sure Jaspy owns it by the end of the six months.

06How it pays

The partnership & revenue model

Jaspy already has a marketplace that connects salons to supply. This is how brand partnerships monetise within it, the second revenue engine alongside the platform itself.

Brands pay for salon access: listing and featured-placement fees to reach a fragmented salon base they can't cover 1:1.
Distributors pay for demand: Jaspy aggregates salon demand and feeds buying signals to wholesalers who want volume.
Education providers pay for distribution: training and CPD providers get a channel to sell courses and fill cohorts.
The consumer side generates data and demand: a stronger engagement story that raises the value of every B2B partnership.

The monetisation menu is proven: subscription, commission, featured placement. The difference is Jaspy applies it to the supply side of the industry, where nobody else is.

07Warm routes in

Relationship mapping

Named contacts are added as each introduction path is confirmed, so the table reflects only live, verified routes in.

Warm paths already in motion

Trade bodies (HBSA, NHBF, BABTAC) whose member directories are a ready-made route into both brands and distributors.
Existing salon-side relationships across the Jaspy marketplace, a source of warm introductions into the brands and distributors they already buy from.
Event and trade-show relationships (Salon International, Professional Beauty London) that open doors to attending decision-makers.
A personal partnerships and growth network from previous roles, relevant to the brand and education prospect tiers.

Warm introduction paths currently being developed.

Company	Contact Name	Title	Relationship Strength	Est. route in
Colour Wow	[To identify]	TBC	Warm, active in UK salons	Approach via education/PR team; brand already values salon reach.
ghd	[To identify]	TBC	Warm, established B2B salon programme	Engage via existing trade/field team; retail brand with trade appetite.
Wunderbar	[To identify]	TBC	Warm, challenger seeking distribution	Founder-led; shortest path to a decision.
Keune	[To identify]	TBC	Warm, active UK distribution + education	Approach via UK country manager; education arm is a second entry point.
Olaplex	[To identify]	TBC	Cold, intro via trade body	Already with UK distributors; pitch Jaspy as incremental reach.
Joico	[To identify]	TBC	Cold, intro via wholesaler	Distributed via professional wholesale; use a distributor as the door.
Matrix	[To identify]	TBC	Cold, L'Oréal trade network	Approach via L'Oréal Professionnel UK; longer cycle.
Tigi / Bed Head	[To identify]	TBC	Cold, mature brand	Modernise an existing salon-exclusive relationship.
Dyson Hair	[To identify]	TBC	Cold, trade programme	Premium aspirational partner; education-led entry.
Dennis Williams	[To identify]	TBC	Warm, challenger-friendly	Independent wholesaler open to demand channels.
SDC (Salon Distribution Concepts)	[To identify]	TBC	Warm, newer entrant	Open to new distribution and demand tools.
Capital Hair & Beauty	[To identify]	TBC	Cold, key incumbent	Lead with aggregated demand + education cross-sell.
Sally Salon Services	[To identify]	TBC	Cold, key incumbent	National reach; lead with data and demand, not disruption.
Salons Direct	[To identify]	TBC	Cold, online trade	Digital-native fit for a marketplace partnership.
Beauty Buys / Global Beauty Care	[To identify]	TBC	Cold, long-tail	Broad catalogue; volume play.
Toni&Guy UK Training	[To identify]	TBC	Warm, education flagship	Apprenticeship + course distribution via Jaspy.
Capital Hair & Beauty Training	[To identify]	TBC	Warm, via Capital	Cross-sell education arm with the distributor deal.
L'Oréal Professionnel Academy UK	[To identify]	TBC	Cold, brand academy	Part of the L'Oréal trade strategy; long cycle.
Schwarzkopf Professional Academy	[To identify]	TBC	Cold, brand academy	Bundle education with product distribution.
Vidal Sassoon Academy	[To identify]	TBC	Cold, heritage brand	Iconic education brand; credibility play.
City & Guilds	[To identify]	TBC	Cold, standards body	Accreditation and qualification partnership.
VTCT / iTEC	[To identify]	TBC	Cold, awarding body	Accredits independent colleges; long-tail reach.

08How we do it

Go-to-market approach

One partner engine, not a tool stack

A single outbound engine that reads Jaspy's ICP, finds and scores warm partners from buying and trade signals.
Runs coordinated Email + LinkedIn outreach automatically, from Nikki and Andrew's own accounts, founder-voice.
One AI agent replaces what would otherwise take 2 to 3 separate tools.
Ready-to-send, personalised drafts to approve or tweak, so it's genuinely low-lift for the founders.

This only works if it's genuinely low-lift for Nikki and Andrew, the process should hand them ready-to-send, personalised drafts to approve or tweak, not add a new task to their day.

Trade bodies & events as the sourcing channel

The HBSA (Hair & Beauty Suppliers Association) member list is a ready-made directory of both brands and distributors.
UK events worth mapping: Salon International, Professional Beauty London, Hair & Beauty Expo, The Business of Beauty.
Pre-identify attending accounts and decision-makers ahead of each event, and plan warm in-person approaches.
Feed the same names into the outbound engine for pre-event outreach.

Trade bodies and events open doors that 1:1 outbound alone can't reach in six months: this is additive to the partner engine, not a replacement for it.

How this actually runs, step by step

The partner engine in practice, from signal to signed partnership.

Define the ICP

Brand, distributor and education tiers loaded as target criteria for the engine.

Scan for signals

Reads LinkedIn and trade press for buying signals: new salon retail launches, distributor expansion, funding, hiring for trade/field roles, a recent education push.

Score against ICP

Filters noise, ranks prospects, and surfaces a ready-to-contact list of partners already showing intent.

AI drafts personalised sequences

Founder-voice copy generated per account (see examples below), not generic templates.

Send across LinkedIn + Email in parallel

Coordinated multichannel outreach from Nikki and Andrew's own accounts.

Replies handled

Pre-drafted replies for approval, nothing sent without a human sign-off.

CRM sync: partner created automatically

Contact, company and engagement history pushed into Jaspy's CRM the moment someone replies, no manual data entry.

Proposal / discovery call booked

Meeting lands straight in the calendar, feeding the partnership pipeline and KPI tracking covered in this deck.

Example sequence: founder-voice, partner-targeted

A working example of the outreach motion, tone and structure to be refined collaboratively.

LinkedInFrom Nikki Henton

Connection request

Hi [First Name], saw [Company] [signal, e.g. expanding salon distribution / launching a new retail line]. Would love to connect.

LinkedInFrom Nikki Henton

Follow-up (post-connect)

Thanks for connecting, [First Name]. We built Jaspy to give brands and distributors a direct route into the UK's 61,000+ independent salons, all in one place. No trade sales force required. Worth 15 minutes to see how it'd put [Company] in front of salons already buying in your category?

Email 1 · Day 1Opening value email

Subject: A direct route to [Company]'s salons

Hi [First Name], most brands your size reach salons through one or two big distributors, and miss the thousands of independents they don't cover. Jaspy connects salons to brands, distributors and education providers in one marketplace, so [Company] reaches buyers already shopping in your category, without building a trade sales force. Worth a 15-minute look?

Book a time

Email 2 · Day 4Evidence-led follow-up

Subject: The salons Jaspy already reaches

Short evidence-led follow-up on the real salon base Jaspy already connects and the demand signals it surfaces, with the same single call to action. No new pitch, just the market.

Book a time

Email 3 · Day 9Low-pressure breakup

Subject: Closing the loop

Low-pressure breakup email, assume the timing is wrong rather than the interest, leave the door open, same call to action.

Book a time

Process, not tools

Define the ICP by tier (brands, distributors, education) as target criteria.
Let signals prioritise who to contact first: new salon retail launches, distributor expansion, funding, hiring for trade/field roles, a recent education push.
Run parallel LinkedIn + email sequences, personalised per account.
Qualify replies into proposals and signed partnerships.

Platform & marketplace partnerships

Partner with the consumer platforms (Treatwell, Fresha) and salon software (Phorest) as referral and co-marketing channels.
Work with trade bodies (HBSA, BABTAC, NHBF) as credibility partners that open doors to their member bases.
Each signed partner in one tier becomes a reference for the next.

Content & proof-led outreach

Share case-study-led content to targeted partners, the proof points that land in discovery.
Founder-voice commentary from Nikki and Andrew on live marketplace signals, used as the message body.
A single clear next step in every message: a short discovery call.

Warm intros & door-openers

Warm intros via trade bodies, events and existing salon-side relationships.
Podcast and event representation: hair & beauty trade shows, industry podcasts, and representing Jaspy at relevant events.
Every warm path feeds the same partner engine and CRM, nothing fragmented.

Observation & suggestion

An unclaimed win: the whitespace nobody owns yet

The consumer platforms, Treatwell, Fresha, Phorest, Booksy, all monetise the booking side. None runs a B2B marketplace connecting salons to brands, distributors and education providers.
That means brands and distributors still reach the UK's 61,000+ fragmented salons through a handful of legacy wholesalers, with little data and no direct demand signal.
This is exactly the gap a marketplace like Jaspy can close: aggregate salon demand on the supply side, feed real buying signals to partners, and charge for access the way the consumer platforms charge for bookings.
AIDA in practice: attention through the fragmented-market proof already on the platform, interest through the demand and reach Jaspy gives partners, desire through founder-voice commentary from Nikki and Andrew on live salon data, and action through a single clear next step, a partnership pilot.
Suggestion: position Jaspy squarely as the B2B route to market and make the whitespace the opening line of every partner conversation, not a footnote.

Real whitespace is only as valuable as how visibly it's claimed. This is exactly the kind of market insight worth feeding back into Jaspy's roadmap, not just a footnote.

Positioning

Not "another Treatwell". Jaspy is the B2B route to market, the one place brands, distributors and education providers reach the UK's fragmented salons.

Two distinct partner audiences need two distinct stories: a reach-and-demand story for brands and distributors, and a course-and-CPD story for education providers. Segmenting the message by tier lifts conversion on both.

09Accountability

KPIs & measures of success

Outreach

ICP-qualified partners contacted per week via the engine.
Reply rate.
Discovery calls and proposals booked per month, ramping month by month.

Pipeline

Total partnership pipeline value generated.
Pipeline coverage ratio versus the six-month partner target, aim for 3 to 4x.

Open question

How should the partner target be calibrated given Jaspy's current platform? Keen to build a target that's genuinely achievable, not just aspirational.

Number of qualified opportunities by tier (brands, distributors, education).

Conversion

Intro-to-proposal rate.
Proposal-to-signed rate.
Signed partners per tier.

Revenue

First signed partnership by day 60 to 75 (stretch).
Cumulative signed partner value by month 6.
Partners signed in at least 2 of the 3 tiers by month 6.

Qualitative

A documented, repeatable partnership playbook handed back to the business, not just personal pipeline.

Building Jaspy'sbrand partnership pipelinea six-month fractional proposal

Salons on one side, partners on the other

Discovery, ordering and education in one place

A relationship, not a transaction

One loop feeding both sides

What it gives both sides

Deep onboarding

Build the partner engine

Discovery, demos, partners

Close and refine

Repeatable, not founder-led

Professional & retail hair / beauty brands

Distributors & wholesalers

Education providers & the consumer side

Where do the consumer platforms fit?

Tier 1: Professional & retail brands

Tier 2: Distributors & wholesalers

Tier 3: Education & training providers

Trade bodies mapping this market

Warm paths already in motion

One partner engine, not a tool stack

Trade bodies & events as the sourcing channel

How this actually runs, step by step

Define the ICP

Scan for signals

Score against ICP

AI drafts personalised sequences

Send across LinkedIn + Email in parallel

Replies handled

CRM sync: partner created automatically

Proposal / discovery call booked

Example sequence: founder-voice, partner-targeted

Process, not tools

Platform & marketplace partnerships

Content & proof-led outreach

Warm intros & door-openers

An unclaimed win: the whitespace nobody owns yet

Outreach

Pipeline

Conversion

Revenue

Qualitative

Building Jaspy's
brand partnership pipelinea six-month fractional proposal