Section 6 of 30 · Commerce0% of plan
06 · BloomandBone.com
What does BloomandBone.com need to do?
Why this matters
A site is not a brochure. It is the only salesperson working every hour of the day.
The website should not simply be a place to transact. It may need to introduce the brand, educate consumers, establish trust, sell products, build subscription, capture first-party data, increase AOV, support existing customers, publish useful content and build long-term customer value.
Your brand north star says
Nothing locked in yet — fill in Brand Ethos and it will show up here.
Does the site experience reflect our Brand North Star? What needs to change?
Your answer
Rank what the website is for
- 1Sell products
- 2Build subscription
- 3Introduce the brand
- 4Educate consumers
- 5Establish credibility
- 6Collect email/SMS
- 7Support customers
- 8Build community
- 9Publish wellness content
- 10Increase LTV
Visitor action 1 — most important
Visitor action 2
Visitor action 3
Website audiences — what do they need from the site?
New customer
What do they need from the website?
Returning customer
What do they need from the website?
Subscriber
What do they need from the website?
Researching ingredients
What do they need from the website?
Customer with a question
What do they need from the website?
Media / creator / retailer
What do they need from the website?
Sitemap builderMark every page Launch, Later or Remove. Add your own pages at the bottom.
Home
Shop
Daily Multi
Product Bundles
Subscribe
Ingredients
How It Works
Why Bloom & Bone
About
Reviews
FAQs
Dog Wellness Resources
Contact
Account
Subscription Management
Shipping + Returns
Privacy / Terms
What should someone understand within five seconds of landing?
Bloom & Bone is:
It is for:
It helps with:
Primary CTA:
Secondary CTA:
PDP — what must the page answer?
What is Daily Multi?
How do we answer this on the page?
Who is it for?
How do we answer this?
Why should I care?
How do we answer this?
How does it work?
How do we answer this?
How do I use it?
How do we answer this?
What is inside?
How do we answer this?
Why those ingredients?
How do we answer this?
Why should I trust it?
How do we answer this?
How many servings?
How do we answer this?
Why subscribe?
How do we answer this?
What makes us different?
How do we answer this?
Biggest purchase objections
How do we answer this?
Shipping + returns
How do we answer this?
What if I have questions?
How do we answer this?
The five biggest reasons someone might not buyFor each objection, how will the site overcome it?
| Objection | How the site overcomes it | Where it lives on the site | |
|---|---|---|---|
Entry 1
Objection
How the site overcomes it
Where it lives on the site
Entry 2
Objection
How the site overcomes it
Where it lives on the site
Entry 3
Objection
How the site overcomes it
Where it lives on the site
Entry 4
Objection
How the site overcomes it
Where it lives on the site
Entry 5
Objection
How the site overcomes it
Where it lives on the site
Subscription available at launch?
Subscription discount
Delivery cadence
Free shipping for subscribers?
Skip a shipment?
Pause a subscription?
Cancel a subscription?
Renewal reminder?
Subscriber benefits
Subscription bundle opportunities
Why would someone subscribe instead of purchasing once?
AOV + bundle planning
| Bundle | Price | Savings | Margin | Purpose | |
|---|---|---|---|---|---|
2-box bundle
Bundle
Price
Savings
Margin
Purpose
3-month supply
Bundle
Price
Savings
Margin
Purpose
Multi-dog household bundle
Bundle
Price
Savings
Margin
Purpose
Starter offer
Bundle
Price
Savings
Margin
Purpose
Future product bundle
Bundle
Price
Savings
Margin
Purpose
Other
Bundle
Price
Savings
Margin
Purpose
Target Website AOV
$
Website conversion planMark each tactic Launch, Test Later or Not Needed.
Sticky Add to Cart
Reviews near CTA
Subscription messaging
Free shipping threshold
FAQs
Guarantee
Exit capture
Cart upsell
Bundles
Post-purchase upsell
Email capture
SMS capture
What will we publish?
How often?
Who identifies topics?
Who drafts?
Who reviews?
Who publishes?
Who approves technical or health-related claims?
Content types we will produce
Content / Education live at launch
Website technology requirements
| Requirement | Platform | Owner | Monthly Cost | Launch Required? | Integration Owner | |
|---|---|---|---|---|---|---|
Ecommerce
Requirement
Platform
Owner
Monthly Cost
Launch Required?
Integration Owner
Subscription
Requirement
Platform
Owner
Monthly Cost
Launch Required?
Integration Owner
Payments
Requirement
Platform
Owner
Monthly Cost
Launch Required?
Integration Owner
Email
Requirement
Platform
Owner
Monthly Cost
Launch Required?
Integration Owner
SMS
Requirement
Platform
Owner
Monthly Cost
Launch Required?
Integration Owner
Reviews
Requirement
Platform
Owner
Monthly Cost
Launch Required?
Integration Owner
Customer service
Requirement
Platform
Owner
Monthly Cost
Launch Required?
Integration Owner
GA4
Requirement
Platform
Owner
Monthly Cost
Launch Required?
Integration Owner
Meta Pixel / CAPI
Requirement
Platform
Owner
Monthly Cost
Launch Required?
Integration Owner
Google Ads tracking
Requirement
Platform
Owner
Monthly Cost
Launch Required?
Integration Owner
Inventory
Requirement
Platform
Owner
Monthly Cost
Launch Required?
Integration Owner
3PL
Requirement
Platform
Owner
Monthly Cost
Launch Required?
Integration Owner
Returns
Requirement
Platform
Owner
Monthly Cost
Launch Required?
Integration Owner
Referral
Requirement
Platform
Owner
Monthly Cost
Launch Required?
Integration Owner
Loyalty
Requirement
Platform
Owner
Monthly Cost
Launch Required?
Integration Owner
Functionality required
Who builds the site?
Who maintains it?
Who owns conversion optimization?
Who updates the site?
Who changes pricing?
Who builds promotions?
Who publishes content?
Who monitors conversion?
Who owns technical fixes?
Who manages subscription?
Who owns analytics?
If the website developer disappeared tomorrow, could Bloom & Bone still operate and update the site?
If no — what needs to change?
Website launch readiness
Website Readiness
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