Cloud-native · AI-first · built for the chair
Run a busy salon without fighting your software.
DoWhat replaces dated, on-premises salon systems with a modern platform that sequences multi-provider appointments correctly, briefs your team every morning, and bills you a flat, honest price — no commission, no per-seat math, no 12-month lock-in.
Built by a working salon, in Toronto — not a software company guessing at the floor.
Why DoWhat
Four things the incumbents get wrong.
The basics are table stakes now. DoWhat is built around the things that actually move a salon’s day — and a salon’s margin.
The appointment book
Correct multi-provider sequencing
A balayage that processes while the chair is free, a cut that has to wait for the color tech, two services for one client across two providers — DoWhat models the real timeline instead of stacking naive blocks. Fewer collisions, tighter days, no double-booked stylists.
- Models processing time, provider hand-offs, and resource gaps
- Catches conflicts before they reach the floor
- Fills gaps without overbooking your team
The Briefing Engine
Every chair, briefed every morning
One pipeline, many audiences. Stylists get their day — “Your 2pm, Maria: balayage 8 weeks ago, Wella 9/0, sensitive scalp.” Owners get the numbers that matter — “Tuesday booking rate down 23% vs last month.” It’s a first-class feature, not a report you have to go dig for.
- Stylist briefings with formula notes and client history
- Owner briefings on revenue, staffing, and competitor moves
- Delivered to email, in-app, or SMS on your schedule
AI-first, not AI-bolted-on
Intelligence woven through the day
The features that were premium in 2022 are table stakes now. DoWhat competes where 2026 actually is: recovering missed calls, filling gaps in real time, nudging clients due for a rebook, and drafting your marketing — built on Anthropic’s Claude from the ground up.
- Missed-call recovery — up to ~35% of salon calls go unanswered
- Predictive rebooking and churn prompts
- AI-drafted marketing content in your voice
Transparent pricing
One flat price. No commission. No lock-in.
The market is a barbell: free-but-20%-commission at the bottom, $165–$375/month with annual contracts at the top. DoWhat is a flat monthly price per location with unlimited staff — you keep your revenue, you can leave any time, and the AI is included, not a $99 add-on.
- Flat per-location pricing — never per-stylist
- 0% booking commission — your money stays yours
- Month-to-month — no 12-month contract
The honest comparison
A barbell market, and the gap in the middle.
Free-but-commissioned at the bottom. Expensive-and-locked-in at the top. DoWhat is the modern option in between.
| DoWhat | Commission / freemium | Premium subscription | |
|---|---|---|---|
| Monthly cost | Flat, mid-market | $0 | $165–$375 |
| Booking commission | 0% | Up to ~20% | 0% |
| Contract | Month-to-month | None | Often 12 months |
| Multi-provider sequencing | Correct by design | Naive blocks | Varies / add-on |
| Daily briefings | Built in | No | No |
| AI included | Yes | Limited | Often a paid add-on |
Market positioning as of 2026. “Commission / freemium” reflects platforms like Fresha; “premium subscription” reflects Mangomint, Boulevard, and Zenoti.
See DoWhat on your floor.
Request a demo and we’ll show you the appointment book, the Briefing Engine, and what flat, honest pricing looks like.