How a New, High-Ticket Salon Owner Followed Strategy, Aligned Spend, and Hit Growth Targets Under the Guidance of a Strategist Who’s Been There, Done That.
When a salon owner charges $1,500–$3,500 for luxury services but hesitates to spend $1,500 a month on bringing those high-paying clients in, something’s wrong. This was the exact situation when LOKA Beauty Studio, a new salon launched in 2022, turned to Michele Matkovich at Fully Booked AI®. As a strategist who had scaled her own businesses during the 2010 recession and through COVID-19, Michele knew exactly how to build a seven-figure business, and she guided LOKA on the path to success by aligning their marketing spend, implementing systems, and executing a plan that worked.
The Turning Point
LOKA Beauty Studio began its journey March 2022, with the goal of offering premium, high-ticket services, but the salon’s owners soon realized they needed to take a strategic leap to grow and sustain their business. By the end of 2023, they hired Michele Matkovich and her team at Fully Booked AI®, and from there, everything changed. They followed every directive, and the numbers speak for themselves: their salon space tripled in size, their systems were optimized, and their website and marketing went big. The budget aligned, and growth came fast.
Why This Matters
A lot of salon owners invest heavily in education, training, luxury product lines, renovations, and upgrades, but often under-invest in lead generation marketing (SEO + LLM) and smart systems that bring in high-ticket clients. Michele has lived through this battle herself. She ran multi-location salons, built funnels, and mastered SEO when it was just a buzzword. After stepping off the floor in 2015, she built her agency, helping over 15 top salons across the USA scale without high churn. Michele’s expertise comes from real-world experience, she’s not just an advisor, she’s been there and done that.
“I don’t just ‘advise.’ I’ve done it. I know what it takes to open locations, build funnels, and run a seven-figure business. That’s why I can help others do the same, without burning out,” said Michele.
LOKA’s Starting Strategy
Here’s a breakdown of how LOKA started with Michele’s strategic approach:
- Monthly Investment: Initially modest at around $1,000/month, LOKA soon upgraded to about $1,600/month. For 2026, the salon plans to increase its spend to approximately $2,000/month, still below the 3% revenue benchmark but positioned for scale.
- Space: LOKA moved into a location that was three times the size of their original space, allowing for more capacity and a larger client base.
- Systems: The salon implemented a premium website, full-funnel intake system, AI-receptionist, and conversion optimization, ensuring every lead was nurtured and converted.
The Results
2023: The baseline year where ownership and operations were solidified.
2024: A significant jump in revenue as the systems were fully implemented and the salon grew its capacity.
2025 (Projected): LOKA is on track to hit approximately $1.43 million in revenue. With a marketing spend of $23,964/year (just 1.68% of revenue), they have plenty of cushion for further growth.
“Salons will book $2,000+ extensions appointments without blinking. But they don’t want to invest $1,500 a month to get those clients? That’s really dumb math, and not a CEO mindset. Back in 2019, Salon Today benchmarked 3% of revenue on marketing. In 2025 it’s more like 4–5%. I’m still building at 2% or less for mine.”
, Michele Matkovich, Founder, Fully Booked AI®
What 2026 Looks Like
By 2026, LOKA Beauty Studio will not only have hit its numbers but will have transformed its business. Thanks to the strategic spend alignment, working systems, and an optimized sales funnel, the salon is ready to push from “solid 7-figure” status to becoming a “dominant luxury leader.” All of this will be achieved without burning out the owner or the team.
About Fully Booked AI®
Founded by Michele Matkovich, Fully Booked AI® is a leading AI-powered marketing and growth agency for elite salons. Michele and her team specialize in plugging the 5 Biggest Revenue Leaks™ (Visibility, Conversion, Operations, Retention, and Systems) by building out done-for-you infrastructure, not coaching programs or DIY downloads. From AI-first SEO systems to full CRM dashboards and booking automation, Fully Booked AI® is the ultimate revenue machine for growing salons.
Media Contact:
Michele Matkovich
Founder, Fully Booked AI®
Email: pr@lc.fullybooked.ai
Phone: (704) 327‑2200
Website: https://fullybooked.ai
