Project Scope | 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

WS-1 Equine Pre-Order

ID	Feature	Status	Priority	Depends On	Blocker
F-101	Equine pre-order product (WooCommerce)	MOCKUP	P1	Plugin selection, charge model	GA-1, GA-5
F-102	Availability countdown, single-variable date	MOCKUP	P1	F-101
F-103	Notify-me capture, tag equine-waitlist	MOCKUP	P1	Tracking plan	GA-9
F-104	Pre-order terms block	OPEN	P1	Client approval	GA-2
F-105	Pre-order to in-stock page state conversion	OPEN	P1	One-page decision	GA-3
F-106	Barn/distributor callout linking WS-6	MOCKUP	P2	F-601

WS-2 Dosing Calculator

ID	Feature	Status	Priority	Depends On	Blocker
F-201	Dosing calculator UI	MOCKUP	P1	Design tokens
F-202	Shake-band dosing table (verify vs printed labels)	MOCKUP	P1	Label verification
F-203	Container duration and subscription cadence output	MOCKUP	P1	F-206 calibration	GA-4
F-206	Shakes-per-container calibration (grams per shake)	OPEN	P1	Client or facility figure	GA-4
F-204	Dose card email gate, tag calculator-lead	MOCKUP	P2	Tracking plan
F-205	Figma design received - confirm client approval	OPEN	P1	Client confirmation

WS-3 Product Finder Quiz

ID	Feature	Status	Priority	Depends On	Blocker
F-301	Product finder quiz, 4-5 questions	MOCKUP	P1	Final naming, approved claims	GA-11
F-302	Editable routing mapping table	MOCKUP	P1
F-303	Result email capture, tag quiz-{sku}	MOCKUP	P2	Tracking plan

WS-4 Affiliates & Ambassadors

ID	Feature	Status	Priority	Depends On	Blocker
F-401	Affiliate program (plugin)	MOCKUP	P2	Plugin + terms	GA-5, GA-6
F-402	Ambassador tier with facility application	MOCKUP	P2	Terms from client
F-403	Testimonial video giveaway submission + queue	MOCKUP	P2	Giveaway terms confirmed
F-404	FTC disclosure language	MOCKUP	P2

WS-5 Reviews Module

ID	Feature	Status	Priority	Depends On	Blocker
F-501	Product reviews with photo/video	MOCKUP	P2	Plugin selection	GA-5
F-502	Verified-buyer badge (WooCommerce order match)	SPEC	P2	F-501
F-503	Moderation queue, publish-on-approval only	SPEC	P2	Moderation owner
F-504	Review schema markup	SPEC	P3	F-501	GA-13
F-505	Migrate 4 homepage testimonials as seed	SPEC	P3	F-501

WS-6 Wholesale + Locator

ID	Feature	Status	Priority	Depends On	Blocker
F-601	Wholesale page + line sheet request form	MOCKUP	P2	Pricing/MOQ from client
F-602	Store locator replacing legacy stub	MOCKUP	P2	Plugin, store list confirmed	GA-5, GA-15
F-603	Suggest-a-store customer lead capture	MOCKUP	P3	Reward code decision	GA-6
F-604	Legacy /pages/ audit and redirects	OPEN	P2	Full crawl	GA-12

WS-7 + WS-8 Comparison + Game

ID	Feature	Status	Priority	Depends On	Blocker
F-701	Comparison landing page (algae vs fish oil)	MOCKUP	P2	Claims sign-off	GA-11
F-702	No-nav ad variant + CTA A/B test	SPEC	P3	F-701
F-801	Bloom! game (playable)	MOCKUP	P3
F-802	Score-gated code + email capture, tag game-lead	MOCKUP	P3	Code economics	GA-6
F-803	404 easter egg + Learn hub placement	SPEC	P3	Nav decision	GA-7

Cross-Cutting All Workstreams

ID	Feature	Status	Priority	Depends On	Blocker
F-901	Brand tokens applied (colors + DM Sans); theme conformance check remains	MOCKUP	P1	Site access	GA-19
F-902	Krumble/Cell-abrate URL migration release	SPEC	P2	REDIRECT-MAP, ads coordination	GA-21
F-903	GTM event wiring per TRACKING-PLAN	SPEC	P1		GA-18
F-904	Claims registry populated from brand inputs	OPEN	P1	Brand info delivery	GA-11
F-905	Learn hub as home for tools	SPEC	P2	Nav decision	GA-7
F-906	Equine photography shot list to client	SPEC	P1		GA-10
F-907	Accessibility audit before launch	SPEC	P2		GA-16
F-908	SEO metadata + sitemap for all new pages	SPEC	P2		GA-13, GA-14

Group A: Open decisions that block builds

Resolve before dependent feature ships

GAP-001

Pre-order charge model

Charge at ship vs charge now changes plugin choice, Stripe flow, refund policy language, and the legal terms on the page. Client decision required. Blocks WS-1 final build (not the mockup review).

GAP-002

Pre-order terms

No cancellation/refund language exists for pre-orders. The Return Policy page was written for standard orders. Needs a short pre-order terms block, client approved. Blocks WS-1 launch.

GAP-003

One equine page or two

Tess is revising an equine page markup with client comments while WS-1 specs a pre-order page. Decide whether these are the same page (pre-order module embedded in the equine product page) or a campaign page that later 301s into the permanent product page. Recommendation: one page that converts from pre-order state to in-stock state on the availability date, avoiding a redirect and preserving ad history.

GAP-004

Dosing calibration

The Figma design arrived and resolved the dosing model: shake ranges per weight band, one universal table for cats, dogs, small animals, birds, and reptiles. What remains blocked is the container-duration and subscription-cadence math, which needs a shakes-per-container calibration (grams per shake) from the client or the Maine facility. The mockup uses a flagged placeholder. Also verify the Figma table matches the printed labels exactly, and confirm the design's approval provenance with the client. Resolved (July 23): brand sheets confirm teal is the sitewide primary; all mockups retokenized. Remaining color question: whether the equine label blue equals brand dark #003E44 (check Tess's label file).

GAP-005

Plugin selections

Pre-orders, affiliates (AffiliateWP vs SliceWP), reviews (Judge.me vs Reviews for WooCommerce), store locator. Each needs a license decision and admin owner. Blocks WS-1, WS-4, WS-5, WS-6 builds.

GAP-006

Discount code economics

BLOOM10 and the store-suggestion thank-you code are placeholders. Value, single-use enforcement, stacking rules with the 5% subscription discount, and abuse controls (rate limiting code issuance per email) need definition. Blocks WS-8 and locator suggest-a-store reward.

Group B: Overlooked in the original 8 workstreams

Needs to be owned before production

GAP-007

Navigation placement

No decision on where the calculator, quiz, locator, and affiliate pages live in the site nav. Recommendation: "Learn" becomes a hub housing calculator, quiz, comparison page, and game; locator joins the footer and the Shop dropdown; affiliates in footer.

GAP-008

Mobile navigation in mockups

The mockup nav simply hides below 900px; no hamburger menu was mocked. Production uses the live theme's mobile nav, but flag it so nobody copies the mockup header as-is.

GAP-009

Email flows behind the tags

The tracking plan defines capture tags (equine-waitlist, calculator-lead, quiz-{sku}, game-lead, wholesale-inquiry, store-suggestion) but the flows those tags trigger are unwritten. This is Brandon's email workstream; the tags are the contract between web and email. At minimum the equine-waitlist flow must exist before WS-1 launch or captured leads go cold.

GAP-010

Equine photography shot list

Client photography is the stated blocker on the equine page. Nobody has told the client exactly what shots are needed. A one-page shot list (hero transparent bottle, in-use at feed, scale reference, label close-up) removes the excuse loop. Cheap to produce, high unblock value.

GAP-011

Claims registry

The approvals crisis happened because approved language lived in scattered emails. This package repeatedly says "approved claims only" but no single registry exists. brand-inputs/README defines the registry schema; the client-provided brand info should populate it. Once it exists, every page, email, and game fact toast cites a claim ID. This is the single highest-leverage process fix in the package.

GAP-012

Legacy /pages/ audit is incomplete

Two legacy Shopify-era pages were found (Founders Story, Further Reading) plus the Storeify locator remnant. A full crawl of /pages/* and any other Shopify-era paths has not been done. REDIRECT-MAP.csv marks these as audit-pending.

GAP-013

SEO metadata for new pages

Titles, meta descriptions, and schema (FAQ schema on calculator/quiz, Product + Review schema on PDPs, LocalBusiness schema unnecessary but store data feeds locator) are unspecified. Comparison page especially needs deliberate metadata since it targets non-brand search.

GAP-014

Sitemap and internal linking

New pages need XML sitemap inclusion and deliberate internal links (blog posts about omega-3 should link to quiz and calculator; product pages link to calculator).

GAP-015

Locator data ownership

Who adds stores as retail accounts open? Assign to whoever manages wholesale relationships; the locator is only as credible as its freshness. Verify the LB Healthy Pet Markets relationship is current before featuring it.

GAP-016

Accessibility pass

Mockups carry basics (focus states, labels, aria, reduced-motion). Production needs a real audit: canvas game needs a keyboard-alternative note and the score readable by screen readers; color contrast of the placeholder green on white must be re-checked against final extracted tokens.

GAP-017

New forms introduce marketing tagging and a game issuing codes by email. Confirm the privacy policy's marketing section covers this; likely a one-line addition.

GAP-018

Analytics wiring beyond capture

GTM events are mapped in TRACKING-PLAN.md, but purchase conversion verification after any URL migration, and a pre-order conversion label distinct from standard purchases in Google Ads, need explicit QA steps.

Group C: Risks to keep visible

Monitor, do not ignore

GAP-019

Credential transition

Site, WooCommerce, and Stripe access are still consolidating from the prior operator. Every build in this package assumes admin access. Backup access path exists but should be verified before Week 1.

GAP-020

Client approval bandwidth

Eight workstreams generate a lot of approval requests for a client who rejects rather than edits. Mitigation: batch approvals into one weekly review using the demo suite portal, and route everything through the claims registry so approvals are of claims once, not copy every time.

GAP-021

Naming migration timing

The Krumble/Cell-abrate retirement touches product URLs, the wholesale LP, legacy pages, Amazon (currently paused pending redesigns), and ad final URLs. It must ship as one coordinated release. The package treats it as cross-cutting; it deserves its own release checklist when scheduled.

GAP-022

Scope vs the 3-week clock

Only WS-1 has a deadline. Everything else is elective sequencing. If resourcing tightens, the cut line is: WS-1, then WS-2/WS-3 (conversion tools), then WS-6 (channel), then WS-4/WS-5 (community), then WS-7/WS-8 (campaign).

What is deliberately out of scope

Out of scope

Email flow copywriting (Brandon's workstream; contract is the tag taxonomy)
Amazon store updates (client-sequenced after companion redesigns)
Organic social content (covered by the existing pillars program)
Any change to checkout, shipping, or subscription pricing