Contents
1 · The Client in One Page
Swimply — peer-to-peer marketplace for hourly residential pool rentals (also hot tubs, courts, igloos). Two-sided: guests book, hosts list. Founded ~2018, $51.2M raised, 50–74 FTEs, 150+ cities US/CA/AU. CEO is Bunim Laskin — your primary client contact and approver.
Lifetime GBV
~$500M
Validated
2025 GBV
~$138M
≈$34.5M revenue at 25% take
Active listings
8,236
of 90,345 total · 91% dormancy
Guest 30-day repeat
72%
Best-in-class
Seasonality
70 : 1
Jul $35.7M vs Jan $451K
Jan 2026 YoY
6.1×
Off-peak momentum
Pending host pipeline
37,751
41.8% stuck in approval
Local concentration
92%
Bookings within 25 miles
Brand voice
Playful, neighborly, accessible — not luxury. Tagline: "Every passion needs a place." Avoid: premium, curated, sharing economy, fear-based urgency. Tokens live in clients/swimply/brand.json and sync from MH1 weekly-reports.
ICPs
- Guest — "Birthday Mom Michelle": 30–45, suburban, HHI $75–150K, books kids' birthday parties. 70% of bookings.
- Host — "Side Hustle Sarah" / "Entrepreneur Ed": 45–65 pool owner, offsetting $3–6K annual maintenance; top hosts earn $100K+/yr.
Direct competitors
Peerspace (events), ResortPass (hotel day passes). Swimply's edge = private residential inventory + family/local positioning.
2 · Account Team
P&L Hub — Bill Rate: $20,000/mo · Direct Cost: ~$18,100/mo · Gross Margin: ~9.5% (est.) · View P&L Hub ↗
| Name | Role | Cost / mo | Notes |
|---|---|---|---|
| Nikhil Arora | CMO | $4,000 est. | Strategic oversight, account lead |
| Paarth Powale | Paid Search | $2,500 | Google Ads audit + setup; launch blocked on unpaid client invoice |
| Chris Johnson | Email / Lifecycle | $2,500 | 61 live canvases · 168 campaigns · 15+ sends/week (Braze) |
| Blake Neuman | Influencer / Copy | $5,000 | Copy across channels |
| Cambrie Gagliardi | Direct Mail / Content | $2,500 | April + May mailers; DM workstream |
| Rose Anne Pronto | Design (XA) | $1,600 est. | Offshore · Social creative |
| Cameron Rzonca | Paid Social (shared) | Shared | Reviewing all creatives; shared across 4 accounts |
| Rafa Guida | Operations (shared) | Shared | Creative briefing; split Swimply/BloomTech |
| Himanshu Sinha | Builder (hourly) | $2,000 est. | $100/hr · 20h/mo · Dashboard + reporting build |
| Dan Fleishaker · Jarred Goldberg | Oversight / OpEx | OpEx pool | Escalation path; not billed to this account directly |
Channel Coverage Map (per P&L Hub assignments)
| Channel | Co-Pilot | Status |
|---|---|---|
| Email / Lifecycle | Chris Johnson | Staffed |
| Paid Search | Paarth Powale | Staffed — Blocked (invoice) |
| Paid Social | Cameron Rzonca (shared) | Staffed |
| Direct Mail | Cambrie Gagliardi | Evaluating |
| Creative / Design | Rafa Guida + Rose Anne | Staffed |
| SEO | — | No co-pilot assigned |
| Analytics | — | No co-pilot assigned |
3 · Client Contacts (Swimply Side)
| Person | Role | Notes |
|---|---|---|
| Bunim Laskin | CEO / primary approver | Detail-oriented; gives copy verbatim; sends feedback in scattered Slack DMs (not Asana). All creative, pricing, coupon decisions route through him. |
Mike Sheldon (mike@swimply.com) | Operations / marketing partner | Secondary approver alongside Bunim; recently added to weekly call |
Michael (michael@swimply.com) | — | Recently added to Wednesday call |
| Abe Mendelsohn | Engineering (site, events, vanity URLs) | Owns site-side instrumentation (UTM persistence, completed-steps checks) |
| James Mallory | Tracking / data | GA4, conversion events, matchback reports |
| Beck | Legal / contracts | Direct Mail data-licensing agreements |
| Yona | Engineering (email delivery) | Open issue on host email delivery |
| Aaron | Analytics (Atti Ana) | Recurring analytics questions |
4 · Channels Currently Managed
Active
Lifecycle — Email · SMS · Push · In-App (Braze)
61 live canvases · 168 live campaigns · 15+ sends/week. Cadence 4 emails / 5–6 push / 1–2 SMS weekly. New flows in build: GP2 (1st-to-2nd), Browse Recovery, Liked Listing, New Pool Near You, H01 Host Listing Optimization, SP-07 Low Usage Nudge, SP Credits Expiring, Guest Win-Back, G07 Review Request.
Dashboard / Reporting: weekly performance dashboard targeted 5/1, in build on top of Snowflake mart tables. Swimply had no dashboard at all before MH-1 built one — this is the first end-to-end visibility layer for lifecycle revenue attribution.
Dashboard / Reporting: weekly performance dashboard targeted 5/1, in build on top of Snowflake mart tables. Swimply had no dashboard at all before MH-1 built one — this is the first end-to-end visibility layer for lifecycle revenue attribution.
Evaluating
Direct Mail
April mailer: 126K households across Austin/Houston/Dallas, $43K budget, 0.2–0.75% response. Zero conversions tracked despite 700 visits — UTM-stripping issue. May mailer ($22K for 5/17 drop) is a decision point on whether DM stays as a Demand-Gen medium.
Blocked
Paid Search (Google Ads)
Campaigns ready; Swimply has an unpaid invoice preventing relaunch. Conversion tracking broken since Mar 2025. Audit complete; structure proposed at
swimply-campaign-structure-copy-202.vercel.app.
Pre-launch
Paid Social (Meta)
Geo-specific creatives done (LA, Portland · 1:1 + 9:16). Summer Pass V2 statics, carousel, 4 videos in client review. Eng ticket open with Jeff Raybould for Meta CAPI event verification.
Active
Creative engine (cross-channel hub)
Briefs hosted on Vercel · assets in Air · designs in Figma. NLC (external designer) being trialed for overflow.
Not currently owned by MH-1: SEO, CRO, organic social. MH-1 has flagged April SEO declines: -20% direct traffic, "rent a pool" -12-20% clicks, plus ~300K bot visits polluting GA4.
5 · Active Priorities & Calendar (Next 90 Days)
Hard deadlines on the desk this week
- Bunim approvals: Safety & Trust blast (4/30) · Refer a Friend (5/5–7) · Summer Pass Spotlight (5/5) · Graduation (5/4) · Weekly Pool Discovery
- $99 vs $149 Summer Pass list price decision — blocks 25 drafted SP banner sends
- May Mailer go/no-go — $22K, 5/17 drop
SWIMPLY20coupon code (Bunim) — blocks New Pool Near You launch- Host email delivery diagnosis (Yona)
Holiday GMV targets (from ops tracker)
| Holiday | Date | GMV Target | Wave Structure |
|---|---|---|---|
| Mother's Day | 5/10 | single-touch | 1 push T-4 |
| Memorial Day | 5/25 | $200K+ | T-14 / T-7 / T-5 / T-3 / Day-of |
| Father's Day | 6/21 | single-touch | 1 push T-4 |
| Juneteenth | 6/19 | $125K+ | 5E / 5P / 1 SMS |
| July 4th | 7/4 | $250K+ | 5E / 5P / 2 SMS |
| Labor Day | 9/1 | $225K+ | 5E / 5P / 2 SMS |
Roadmap (5–12 weeks)
Pool Pass relaunch sequence — renewal reminders 6/5, paused notifications 6/12, hosts relaunch announcement 6/26, hyperlocal "Introducing Pool Passes" 7/10, post-first-booking 10%-off upsell 7/17. Pool Tester email flows (awaiting Figma from Yona). Onboarding integration: Monitor → HP1, Lifeguards → GP1/G03 — kicks in after May 12 + 14 metrics land.
Strategic 7-lever priority list (repo: 30_strategy/lever-priorities.md)
- Market density & host reactivation — reactivate 35K verified-inactive hosts (+$2.4M)
- Guest booking CVR — search→book funnel, Instant Book (+$0.5–2.7M)
- Host activation — clear the 37K pending pipeline (+$3.9–7.6M)
- Guest LTV / repeat — protect 72%, grow Premium Pass
- Paid efficiency — prereq: fix Google Ads conversion tracking
- Seasonality flattening — igloos, saunas, hot tubs
- ABV growth — blocked on POOLS pricing data being NULL
6 · Operating Cadence
- Weekly Sprint Call — Wednesdays, recently extended 30→60 min; now includes Mike + Michael alongside Bunim. Fireflies records every call.
- Client deliveries (recurring Asana tasks owned by CMO):
- Mon — Performance update + week-ahead plan
- Wed — Mid-week check-in
- Fri — EOW summary + weekend plan + look-ahead
- Asana project: Swimply (gid
1214073497309435) — owner Dan Fleishaker. Sections: Client Review · Co-Pilot Requests · Creative Requests · In Progress · Internal Review · Meetings · Recurring Tasks. 65 tasks, ~25 incomplete. - Slack channels (3, all private):
#cust-swimply-mh1— with the client; high traffic, lots of free-form Bunim feedback#proj-internal-swimply— internal team#swimply-direct-mail— DM workstream only
- Live ops tracker: swimply-ops-tracker.vercel.app — built and maintained by Chris Johnson; single source of truth on what's blocked vs in-flight.
- Brief library (Vercel):
swimply-h01-briefs,swimply-sp-credits-brief,swimply-winback-brief,swimply-g07-brief,swimply-sp7-brief,swimply-gp2-briefs,swimply-lifecycle-q1-2026.
7 · Data & Tooling
Connected (via MH-1 middleware → BigQuery; Snowflake also queryable)
- Live Snowflake — BOOKINGS 1.7M rows · POOLS 90K · SEARCH 76.9M · Fivetran daily sync
- Live Braze — 860 custom events · 50 attributes · 1,644 campaigns · 230 canvases
- Live GA4 sessions — live but not yet pulled into semantic layer
- Live Meta Ads — daily sync; CAPI verification ticket open
- RED Google Ads — $4.9M historical; conversion tracking broken since Mar 2025
Critical data gaps
- Google Ads conversion tracking broken → blocks ROAS
POOLS.HOURLY_PRICEreturns NULL → blocks pricing analysisPOOLS.LISTING_TYPEreturns "unknown" for all 8,236 active → no category segmentation- GA4 → semantic-layer not wired → can't compute true CAC or search-to-book CVR
- Premium Pass subscriber count unknown
- App-vs-web funnel split incomplete (~15–20% blind)
Repo layout
/home/exedev/mh2-swimply · modules: creative/ · lifecycle/ · paid-ads/ · seo/ · cro/ · social/ · retention/ · keyword-pruner/ · geo-targeting/ · business-in-a-box/ · plus 00_data/semantic-layer/ and the lib/mh1_client.py SDK. All external API calls go through the MH1 proxy — no raw keys live in this repo.
8 · Friction Points
- Bunim's feedback flows in Slack, not Asana. Dan keeps pushing the team to consolidate. ("Two steps forward, 12 steps back" — Chris Johnson, 4/20.) Repeated cycles where comments arrive after build is done.
- Last-minute requests with same-day turnarounds. Jarred + Rafael have flagged this as unsustainable; pushing to lock May email volume into Asana by EOW.
- Google Ads invoice unpaid for weeks. Paarth pinging since 4/20, still not resolved client-side.
- GTM has typos (
UA-3065622-25)'— extra paren) and UTMs are being dropped by the site. Flagged to Abe; degrades all attribution. - Direct Mail has zero conversions tracked despite 700 visits + 0.2–0.75% response rate. Likely tracking issue, but a real risk if DM drops a second time without conversion clarity.
- Pricing data is NULL in the warehouse — blocks elasticity analysis and dynamic-pricing reco.
9 · What Matters Right Now
- Memorial Day is the first big revenue gate. $200K+ GMV target on 5/25; T-14 wave already due 5/1 (Memorial Day Wave 1 in Asana, Rafael owns). Everything else this month bends around it.
- Three Bunim approvals unlock 25+ drafted sends: Summer Pass list price ($99 vs $149) ·
SWIMPLY20coupon code · May Mailer go/no-go ($22K, 5/17 drop). These have been pending for days and are gating the lifecycle calendar. - Direct Mail is at a decision point. April mailer hit Austin/Houston/Dallas at expected response rate (0.2–0.75%) but tracked zero conversions despite 700 visits — likely a UTM-stripping issue on the site. May drop only makes sense if matchback data lands first; push Bunim/Beck for the lat/long matchback this week.
- Paid Search has been blocked 3+ weeks on a client-side unpaid invoice. Paarth has been pinging since 4/20. Campaigns are built and ready; only the invoice is missing. Escalate to Mike/Bunim with a hard deadline or pull the slot.
- Lifecycle is the dominant lever. 61 live canvases, 168 live campaigns, 15+ sends/week — this is where revenue moves week-over-week. Watch the 5/12 Host Monitor and 5/14 Guest Lifeguards launches; their metrics decide whether they fold into onboarding (HP1, GP1/G03) on 5/19.
- Mon / Wed / Fri client deliveries are non-negotiable. Recurring Asana tasks with structured templates already exist. Consistency here is what holds client trust together when other channels stall.
- Tracking debt is the silent tax. Google Ads conversion tracking has been broken since Mar 2025; GTM has typos dropping UTMs;
POOLS.HOURLY_PRICEis NULL in the warehouse; GA4 sessions aren't wired into the semantic layer. Every paid-channel ROAS conversation hits a data gap. Worth one focused engineering sprint with Abe + James Mallory. - Brand voice and driver tree are protected. Per
CLAUDE.md: human approves strategy changes; brand tokens live inclients/swimply/brand.jsonand sync from MH1 weekly-reports. Don't touch without alignment.
Caveat on numbers: per-client P&L (MRR, margin, hours) and the live Client Dashboard health row are SPAs that didn't render programmatically — open them logged in to read Swimply's row. Everything else above is sourced from the working repo, Slack, Asana, and the live Vercel ops tracker as of 2026-04-30.