Project Brief | PhytoSmart Portal

1. Context

PhytoSmart sells algae-based, whole-cell Omega-3 supplements for pets (dogs, cats, and now equine). Three retail SKUs today: Omega-3 DHA + EPA, Omega-3 DHA, and Omega-3 DHA + Broccoli Sprout. The site runs WooCommerce with an auto-ship subscription option (5% off, free shipping over $50 on subscriptions).

Active business drivers this build must serve:

Pre-order capability for the new Equine Omega-3 product with an availability date 3 weeks out. This is the only item with a hard clock.
Google Ads ramping toward 20-30 purchases per rolling 30 days. New pages must generate or feed purchase conversions.
Email nurture flows for non-checkout visitors. Every new page should capture and tag leads where it can do so without friction.
Testimonial giveaway (free 70g product with next order for a qualifying video) needs a submission and management mechanism.
Retailer and distributor email campaigns need dedicated landing destinations.
Naming migration: "Krumble" retiring in favor of proper Omega-3 naming; "Cell-abrate" dropping except in descriptions.

2. Objectives and Success Metrics

Objective	Metric	Target Window
Launch equine pre-order	Pre-order revenue + reserve-list signups	Live within 3 weeks
Grow purchase conversions	Contribution to 20-30 purchases / 30 days	Ongoing
Grow subscription mix	% of orders on auto-ship	90 days
Grow nurture list	Tagged email captures from tools	30/60/90 days
Activate UGC pipeline	Video testimonial submissions/month	60 days
Open retail channel	Wholesale inquiries/month	90 days

3. Design System Extraction

Brand color and type sheets are received and authoritative. Remaining work before build:

Confirm live theme's computed values conform to brand tokens; log deviations
Record theme-only values: button radius, container width, heading size scale
Screenshot-compare rendered mockup vs live homepage at 1440px and 390px
Pull equine dark blue from Tess's packaged label file so web and packaging match

4. Workstreams

WS-1 · Priority Build

Equine Pre-Order Page

Real WooCommerce pre-order product with countdown to availability date, notify-me capture tagged equine-waitlist, and barn/distributor interest block linking to WS-6. Pre-order purchases fire standard purchase conversion events for Google Ads goal.

Blockers: Equine product photography, final label art (Tess), availability date + charge model from client, pricing and container sizes, WP/WooCommerce credentials.

Priority 1Mockup ready

WS-2 · Interactive Tool

Dosage Calculator

Shake-band dosing by weight and SKU, subscription cadence, optional dose card email gate tagged calculator-lead. Figma design received July 23 - shake ranges per weight band, universal table for cats, dogs, small animals, birds, reptiles.

Blockers: Shakes-per-container calibration (grams/shake) from client or Maine facility; Figma design approval confirmation from client.

Priority 1Mockup ready

WS-3 · Interactive Tool

Product Finder Quiz

4-5 question flow routing to the right SKU (pet type, age/life stage, primary goal, current supplement use). Result screen with email capture tagged quiz-{sku}. Logic in editable mapping table.

Blockers: Final product naming (post-Krumble), approved claims per SKU, product photography.

Priority 1Mockup ready

WS-4 · Program Page

Affiliates & Ambassadors

Two-tier program: open affiliates (creators) and ambassador tier (vets, trainers, barns). Testimonial giveaway video submission module with admin moderation queue. FTC disclosure language included.

Blockers: Commission rates and terms, giveaway terms confirmation, application review owner, plugin selection (AffiliateWP vs SliceWP).

Priority 2Mockup ready

WS-5 · Product Page

Reviews Module

Product reviews with photo/video, verified-buyer badge, moderation queue, schema.org markup. Migrate 4 existing homepage testimonials as seed content.

Blockers: Reviews plugin selection (Judge.me vs Reviews for WooCommerce), moderation owner assignment.

Priority 2Mockup ready

WS-6 · B2B + Retail

Wholesale, Retail Page & Store Locator

Wholesale landing with line sheet request form, retailer positioning, equine distributor callout. Store locator replacing legacy Shopify stub - seeded with LB Healthy Pet Markets NJ (4 locations verified July 2026).

Blockers: Wholesale pricing and MOQ, current retailer list, store locator plugin, legacy /pages/ audit.

Priority 2Mockup ready

WS-7 · Comparison Page

Algae vs Fish Oil

Paid-traffic landing page with side-by-side comparison table using only live-site approved claims. Single primary CTA (quiz vs shop A/B test). Minimal scripts for fast load.

Blockers: Claim sign-off from client, product photography.

Priority 2Mockup ready

WS-8 · Interactive Game

Bloom! Mini Game

Fully playable arcade game where the player is an algae cell growing a bloom. Every mechanic is a product claim in disguise. Score 400+ unlocks a discount code behind email capture tagged game-lead. Placement: 404 easter egg, Learn hub, social campaign landing page.

Blockers: Code economics (value, stacking rules), code single-use enforcement, client sign-off on BLOOM10 placeholder.

Priority 3Playable demo ready

5. Compliance Guardrails

Standing disclaimer (educational only, not veterinary advice) must appear wherever a dose or product recommendation is shown
All health claims on new pages must be approved on the live site or newly approved by client in writing
Review and testimonial content publishes only through moderation - nothing goes live without approval
Game fact toasts use only published positioning; no health claims beyond what is on the live site

6. Naming & URL Migration

Product URLs carry legacy names. When slugs are renamed, all of the following must happen atomically in a single coordinated release:

301 redirects for every renamed URL, mapped one-to-one (see Redirect Map)
Google Ads final URLs updated the same day
Internal links, XML sitemap, and email templates updated
GTM and conversion tracking re-verified after the change

Do not rename slugs until redirects are staged. This is a break-the-ads risk if sequenced wrong.

7. Suggested Sequence

Week	Focus
1	Design token extraction; WS-1 build with placeholder imagery; client approves mockups; confirm pre-order charge model and date
2	WS-1 live pending client images; WS-2 data tables transcribed from labels; Figma calculator reconciled
3	WS-2 and WS-3 build; WS-7 copy and claims sign-off
4-5	WS-4 plugin setup and applications; WS-5 reviews plugin and testimonial migration
6+	WS-6 wholesale page live ahead of retailer email campaign; locator when accounts exist; URL migration as coordinated release

8. Asset Checklist (from Client)

Equine product photography
Final equine label art (internal - Tess has printer file)
Equine price, sizes, availability date, pre-order charge model
Label dosing tables transcribed for all SKUs and species
Figma dosing calculator file and approval status
Final post-Krumble product names and approved claims per SKU
Affiliate commission rates and program terms
Testimonial giveaway terms confirmation
Wholesale pricing, MOQ, margin structure
WooCommerce, WP, Stripe credentials transition completed