📔 Mhare Canada Closing Protocol — Internal Use Only
Deal Value: $22,589/yr  |  Stage: Nurture → Re-Engagement  |  Window: Mother's Day May 11 (74 days)
📔 Closing Protocol — Artisan Journal Brand

Mhare Canada has been handcrafting journals for 142 years. Their Instagram has been collecting dust.

142 years of craft. Visual product. Exhibition Place backdrop. Mother's Day is 74 days away. This deal closes itself — G just needs to make the call.

$22,589 Annual Deal Value
74 days Until Mother's Day (May 11)
142 yrs Of Heritage — Not On Instagram
$2,200 Recommended Monthly
The Deal Brief

Who You're Calling. Why It's a No-Brainer.

Mhare Canada makes handmade paper artisan journals at 100 Princes' Blvd, Exhibition Place, Toronto. Their product is literally made for Instagram — tactile, visual, artisan, story-rich. Their social presence doesn't reflect any of that. Mother's Day is 74 days away. For a gift brand, the content window to build organic momentum starts now.

Contact
info@mhare.ca
Decision maker name unknown — open with the email, ID on call
Website: mhare.ca
Location: 100 Princes' Blvd, Exhibition Place, Toronto
The Product
Handmade Paper Artisan Journals
142-year heritage brand. Handmade paper process — tactile, visual, craft-intensive.
Premium gift product. Exhibition Place studio = visual content goldmine.
The Pain
Invisible Online
142 years of craft with a social presence that doesn't reflect it.
Zero behind-the-scenes process content. Zero gift guide positioning.
Mother's Day = #1 gift opportunity and they're not building toward it.
Best Case Study
Sid's Ponds — $84K in 90 Days
Handmade, artisan, local. Same profile as Mhare.
Before GB: online invisibility. After: 3× bookings in 90 days.
Use this story — it's directly analogous.
Current Stage
Nurture (Stale)
Spoke a few months ago — no follow-through.
Re-engagement email sending TODAY (Feb 26).
Full proposal live: ginger-goat-proposal.html equivalent exists.
Mother's Day Window
Content Build Starts March 15
Mother's Day = May 11. 74 days away.
Gift brands that start building in March sell out.
Brands that start in April are running "last-minute" discount ads.
Mhare needs to START NOW to win May 11.

🌸 The Mother's Day Window Is Already Open

Mother's Day is May 11 — 74 days away. For an artisan gift brand, the organic content build needs to start in March. The brands that dominate the May gift season start posting in March, build a story in April, and drive urgency in May. Mhare has the product — a handmade journal with 142 years of heritage is a dream Mother's Day gift. They just aren't telling the story. Every week they wait is a week their competitors are building ahead of them.

📅 May 11 = Mother's Day
📸 March 15 = Content Build Starts
📖 142 Years of Untold Story
🎁 Journals = Top 5 Mother's Day Gift
📍 Exhibition Place = Visual Goldmine
5-Step Closing Sequence

Feb 27 → Mar 6: Every Touchpoint G Needs

This is a warm re-engagement play on a stale prospect. The re-engagement email lands TODAY (Feb 26). G needs a full system ready for when Mhare responds — or doesn't.

1
📧 Step 1 — Today, Feb 26 — Re-Engagement Email (ALREADY BUILT)

Subject: "Mother's Day is 10 weeks away — and your journals are the perfect gift story"

This email is already written and ready to send. File: growthboss/prospects/mhare-canada-reengagement-email.md. It opens the conversation with Mother's Day urgency, proposes 4 specific content angles, and offers a free 4-week content plan. The ask is a 20-minute call.

2
📞 Step 2 — Feb 27-28 — Phone / Discovery Call

Call info@mhare.ca or the number listed on mhare.ca

Artisan brands are often run by the founder. The decision maker is likely the same person making the journals. Lead with genuine appreciation for the craft, then pivot to the commercial opportunity they're missing.

📞 Phone Script — Mhare Canada
OPENING (0:00–0:45)
G:
"Hi — is this the team at Mhare Canada? I'm Gabriel from Growth Boss Marketing. I sent you an email earlier today about Mother's Day — I wanted to follow up personally because honestly, your product is one of the most compelling things I've seen for Instagram content in a while. Do you have 5 minutes?"
Them:
[Likely: Yes, what is it about? / I saw your email / Tell me more]
G:
"The handmade paper process — the way your journals are actually made — is the kind of content that gets millions of organic views on Instagram and TikTok right now. Craft content, behind-the-scenes processes, artisan work. It's one of the highest-performing niches on social media. And you're sitting on 142 years of that story. It's just not on Instagram yet."
THE MOTHER'S DAY HOOK (0:45–2:00)
G:
"Here's the specific reason I'm calling today: Mother's Day is May 11 — that's 74 days away. Journals are in the top 5 gifts for Mother's Day. But the brands that actually sell out for Mother's Day don't start posting in May — they start building the story in March. Right now, someone is searching for 'the perfect gift for the woman who loves writing' and they're not finding Mhare Canada. That's the gap we can close."
THE DIAGNOSIS (2:00–3:30)
G:
"Quick question — how are people usually discovering Mhare Canada right now? Is it mostly word of mouth, walk-ins at Exhibition Place, or do you have online traffic coming in?"
Them:
[Let them answer — most artisan brands will say word of mouth, exhibitions, or occasional organic traffic. This confirms the gap.]
G:
"That's exactly what I expected — and it's not a criticism, it's actually the opportunity. Word of mouth and exhibitions have a ceiling. A brand like yours, with the visual quality of handmade paper and the story of 142 years, has unlimited ceiling on Instagram and TikTok. The audience that buys premium artisan products is ON those platforms and they're actively looking for brands like you."
THE PITCH PIVOT (3:30–5:00)
G:
"What we'd do for Mhare Canada is three things. One — build out a content strategy around the making process. The paper-making, the binding, the craft. Short-form video of that alone would drive massive organic reach. Two — position your journals as the go-to gift for Mother's Day and the gift-giving seasons after that — we've done this with artisan clients and the results are direct DTC sales, not just followers. Three — if you want to accelerate it, we layer in Meta ads with a 'handmade with 142 years of care' angle that converts incredibly well for premium gifts."
THE CASE STUDY (5:00–5:45)
G:
"We did this for Sid's Ponds — a handmade, artisan, local business in Toronto. Similar profile to yours: incredible product, great reputation, nearly invisible online. In 90 days, they did $84,000 in tracked revenue from social content and ads. The product sold itself — we just made sure people could find it."
SOFT CLOSE (5:45–7:00)
G:
"I'd love to put together a free 4-week Mother's Day content plan for you — just to show you what this looks like specifically for Mhare Canada. No cost, no commitment. If it resonates, we talk about working together before March 15 so we can actually build the campaign in time for May 11. Would that be useful?"
📱 Voicemail Script (if no answer)

"Hi — Gabriel from Growth Boss Marketing. I sent you an email earlier today about a Mother's Day content strategy for Mhare Canada. Quick version: journals are a top-5 Mother's Day gift, May 11 is 74 days away, and the brands that win that gift season start building in March. I think Mhare Canada has one of the strongest artisan stories in Toronto — it's just not on Instagram yet. Would love to show you what that could look like. Call me back at 647-916-3019. Thanks."

3
💬 Step 3 — Saturday, March 1 — Follow-Up Email (if no reply)

Subject: "Quick question about Mother's Day"

Short. Direct. Already written in the re-engagement email file as the Day 3 follow-up. Reframe with a simpler ask — "just want to make sure this landed and share some ideas."

4
📧 Step 4 — Monday, March 2 — "Spring Season" Pivot Email

Subject: "The spring content window for artisan brands opens March 15"

If no response by March 2, pivot from Mother's Day specifically to the broader spring gifting season. Maintain urgency without repeating the exact same angle.

5
🎯 Step 5 — Thursday, March 6 — Final "Closing the Slot" Email

Subject: "Closing out the Mhare conversation — quick note"

Last touch. Clean exit or one final door-open. Creates genuine scarcity around the March 15 content build window.

Objection Handlers

4 Objections Mhare Will Raise. How to Respond.

Artisan brand founders have specific objections — usually around budget sensitivity, skepticism about social media ROI, and feeling protective of their brand aesthetic.

Objection #1 — Most Likely
"We're a small artisan brand — we can't afford this right now."
Why they say it: Handmade artisan businesses operate on thin margins. They don't see social media as revenue-generating yet.
"That's exactly why this is the right time — before Mother's Day, not after. A single Mother's Day content campaign that drives 50 journal sales at $80-150 each is $4,000-7,500 in revenue. Our starter package is $1,297/mo — less than one solid weekend of sales. The risk of waiting is that your competitors build the gift guide positioning first and you're running 'last-minute' discounts in May. We've seen this exact pattern play out with other artisan clients."
Objection #2 — Very Common
"We handle our own social media / we post when we can."
Why they say it: They've been running the brand alone and posting when time allows. Pride in DIY approach.
"I respect that completely — you know your product better than anyone. What we bring is the strategy and consistency that's almost impossible to maintain when you're also making the product. The brands that win on Instagram don't post when they can — they post strategically, with tested hooks, at the right times, with the right formats. Your content needs a separate brain from the brain that's crafting the journals. That's not a reflection on your effort — it's just physics."
Objection #3 — Aesthetic Concern
"I'm worried social media will cheapen our brand aesthetic."
Why they say it: Artisan brands are deeply protective of how their product is presented. They've seen cheap-looking social media content for other brands.
"That's a completely valid concern — and honestly it's the right instinct. Artisan brand content done wrong looks generic and mass-produced. Done right, it looks like Kinfolk magazine or a fine stationery brand's Instagram. We've worked with artisan and handmade brands and the key is using the process itself as the content — close-ups of the paper-making, the binding, the texture. That visual language is inherently premium. We won't touch anything that doesn't look worthy of the brand."
Objection #4 — ROI Skepticism
"We tried Instagram before and it didn't really convert to sales."
Why they say it: They posted inconsistently, without a content strategy, and didn't see direct DTC impact. Social media felt like shouting into the void.
"Most artisan brands that try Instagram on their own hit the same wall — they post product shots, get some likes, and see no sales link. The problem isn't Instagram — it's that product shots alone don't build purchase intent. What converts is the STORY: the process, the heritage, the maker. For Mhare, '142 years of handmade paper' isn't a tagline — it's a content series. We've helped a similar artisan business in Toronto go from nearly zero online presence to $84K in tracked revenue in 90 days by leading with the story. I can show you exactly how we did it."
Pricing Options

3 Paths. Lead with Option B.

Lead with Option B — $2,200/mo is the full package that covers Mother's Day through graduation season. Option A gets them in the door if budget is the real objection.

Option A — Entry
$1,297
/month
$15,564/yr
  • Instagram strategy + content
  • 3 posts/week (process-led content)
  • Mother's Day campaign
  • Monthly analytics report
  • No ad management
⭐ Recommend This
Option B — Gift Season Partner
$2,200
/month
$22,589/yr (after onboarding)
  • Instagram + TikTok full management
  • 5 posts/week + Reels/TikTok
  • Mother's Day + Spring campaign
  • Gift guide content placements
  • Meta ads management (spend separate)
  • Monthly reporting + strategy calls
Option C — Full Engine
$3,997
/month
$47,964/yr
  • Everything in Option B
  • Email marketing setup + gift flows
  • Seasonal campaign calendar (full year)
  • Wholesale buyer content package
  • Video production (process Reels)
  • Dedicated account strategist
🎯 Verbatim Close Line — Use This on the Call

"You've been making something beautiful for 142 years. The only thing that's missing is the audience that would love it. We just need to introduce you to them before Mother's Day — because after that, we're waiting until next year."

7-Day Closing Calendar

G's Action Plan: Feb 26 → Mar 6

Date Day Action Channel Goal
Feb 26 Thu Today Re-engagement email — Mother's Day urgency + free content plan offer Email → info@mhare.ca Open + reply or call
Feb 27-28 Thu-Fri Phone follow-up — cold call or follow-up if email opened Phone (mhare.ca listing) Discovery call booked
Mar 1 Sat Day-3 follow-up email — "Quick question about Mother's Day" Email Second channel touchpoint
Mar 2 Mon Spring season pivot — IWD + Mother's Day + Grad season angles Email Re-engage with multi-season urgency
Mar 6 Fri "Closing the slot" final email — clean exit or one final open door Email Final CTA or graceful exit

🏆 Why G Wins This Deal

Files Reference

Connected Assets

Full Proposal
mhare-canada-proposal.html
Live: https://proposal-hub-vercel.vercel.app/proposals/mhare-canada-proposal.html
Full strategy, pricing, Mother's Day content plan, heritage angle
Re-Engagement Email
mhare-canada-reengagement-email.md
Sends TODAY (Feb 26). 4 content angles + Day-3 follow-up + phone opener.
info@mhare.ca
Case Study to Reference
Sid's Ponds — $84K in 90 Days
Handmade, artisan, local Toronto service. Same profile.
Best reference in the GB case study library for this prospect.
This File
mhare-canada-closing-protocol.html
5-step sequence, phone script with 5 stages, 4 objection handlers, 3 pricing options, verbatim close line