Commercial
Marketing Plan
From community awareness to SaaS adoption.
Overview
TruSelf built trust before launch. TruCore will now turn that trust into revenue.
The marketing plan leverages TruSelf’s 130K+ organic users, strong brand identity, and viral content model to drive low-CAC growth across both platforms - while expanding into new audiences through partnerships, PR, and strategic paid campaigns.
TruSelf built the conversation. TruCore will own the conversion.
1️⃣ Marketing Objectives
Objective | Focus | KPI | Target Timeline |
|---|---|---|---|
1. Launch TruCore with zero ad dependency | Organic-first GTM | 10-20 pilot providers onboarded | Q1 2026 |
2. Grow community ecosystem | TruSelf audience + partner growth | 250K users | Q2 2026 |
3. Position TruCore as “the OS for beauty” | Brand storytelling & authority | 10+ media features | 2026 |
4. Activate partner co-marketing | Shared audiences across SaaS + e-comm | 5 partner campaigns | Q3 2026 |
5. Establish scalable paid system post-validation | Paid social + retargeting | CAC <$75 | Q4 2026 |
2️⃣ Brand Positioning
Tagline: Made for Confidence. Built for Clarity. Defined by Results.
TruSelf Message: Where beauty finds truth.
TruCore Message: Beauty runs better on TruCore.
Market Identity:
Unfiltered, transparent, and bold voice.
Differentiated by trust, design, and community-led validation.
Competes by owning the truth narrative in beauty tech - not just the tools.
3️⃣ Core Marketing Channels
Channel | Description | Strategy | KPI Target |
|---|---|---|---|
Community Growth (TruSelf) | Social groups, organic referrals, user content | Leverage viral posts + moderator-led challenges | +4K new members/month |
Influencer / KOL Pipeline | Aesthetic nurses, injectors, medspa owners | Partner with credible voices → affiliate CRM use | 10K reach per KOL |
Content Marketing | Blog, newsletter, TruTalk series | Educational storytelling + case studies | 45% open / 8% CTR |
PR & Earned Media | Tech + beauty outlets (Glossy, Business Insider) | Announce launch + publish thought leadership | 10+ earned placements |
Email Automation | Waitlist nurture + conversion flows | Warm leads pre-SaaS launch | 25%+ lead-to-demo conversion |
Partnership Marketing | Co-branded campaigns with recovery/health brands | Joint promotions + integrations | 5–7 partner campaigns |
Paid Social (Phase II) | Meta, LinkedIn, Google Display | Layer after validation | CAC <$75 |
4️⃣ Pre-Launch → Post-Launch Funnel
Phase | Objective | Channel Focus | KPI |
|---|---|---|---|
Phase 1 (Now–Q1 2026) | Build momentum via TruSelf | Organic content, social, community growth | 150K+ members |
Phase 2 (Q2 2026) | Convert interest to TruCore trials | Email flows, partnerships, influencer demos | 100 paying providers |
Phase 3 (Q3 2026) | Scale SaaS + ShopTru marketplace | Paid retargeting + brand PR | 1,000 providers |
Phase 4 (Q4 2026) | Enterprise expansion | Account-based outreach, webinars, events | 3 enterprise clients |
5️⃣ Messaging Framework
Audience | Core Message | Tone / Intent |
|---|---|---|
Consumers (TruSelf) | “Real people. Real results. Real confidence.” | Empowering, authentic |
Providers (TruCore) | “Run your business with clarity and control.” | Professional, data-driven |
Partners / Brands | “Connect your brand directly to engaged consumers.” | Collaborative, strategic |
Investors / Press | “We’re redefining beauty tech — truth-first, data-backed.” | Authoritative, bold |
6️⃣ Campaign Examples
“Beauty Runs Better” Launch Campaign (Q1–Q2 2026)
Target: TruCore public launch
Channels: LinkedIn, YouTube, Meta, Email
Visuals: Split-screen of provider dashboards + TruSelf user experiences
CTA: Join the operating system powering modern beauty.
KPI: 1,000 beta signups / 10% conversion
“Truth from the Ground Level” Brand Series (Q2 2026)
Thought-leadership campaign through LinkedIn articles, podcasts, and newsletter syndication.
Founder-led voice highlighting industry transparency and community trust.
KPI: 10 media mentions + 2 speaking invites (tech/beauty events).
🛍 “ShopTru Launch” Collaboration (Q3 2026)
Recovery product + provider cross-promotion inside TruSelf.
Feature “post-procedure kits” curated by clinics.
KPI: $100K GMV target for Q4 2026.
7️⃣ Budget Overview (Initial Allocation)
Category | % of Budget | Estimated Spend | Description |
|---|---|---|---|
Content & Creative | 25% | $25,000 | Copy, video, photography |
Community & Influencer | 20% | $20,000 | Organic partnerships, incentives |
Email / CRM Automations | 10% | $10,000 | Lifecycle marketing |
PR & Thought Leadership | 15% | $15,000 | Articles, features, events |
Paid Ads (Phase II) | 20% | $20,000 | Post-validation campaigns |
Partnership Campaigns | 10% | $10,000 | Shared activation costs |
Total (12-Mo Marketing Budget): ≈ $100,000
8️⃣ Marketing Metrics to Track
Category | KPI | Target |
|---|---|---|
Community Growth | +5K new members/month | ✅ |
TruCore Leads Generated | 1,000 by Q2 2026 | ✅ |
Email Performance | 45–50% open rate | ✅ |
Partner Conversions | 3 new partners per quarter | ✅ |
CAC (Blended) | <$75 | ✅ |
ROI per Channel | 4× community-driven ROI | ✅ |
9️⃣ Key Takeaways
✅ Community-first GTM: Launch through the audience we already own.
✅ Authenticity = Virality: Real content, real results, no fluff.
✅ Low CAC, High LTV: Organic + referral growth from TruSelf base.
✅ Scalable Infrastructure: Paid channels layered post-proof for efficiency.
✅ Thought Leadership Positioning: TruSelf + TruCore = authority in beauty tech.
We don’t need to find the audience. We already built it. Marketing is not an expense for Tru - it’s a growth multiplier.