The complete proposal
This document is in two parts. Part one sets out what your website could earn and how we would build it, with no fees of ours in any figure. Part two prices the work. Read part one first and decide whether the destination is worth reaching, then turn to part two and decide whether the price is fair.
Every forecast here is built from a published click-through study and your own Google data, and every step is shown. Sections 06 and 07 set out the entire chain from search impressions to revenue, so you or your accountant can check any figure in this document rather than take it on trust.
Part one · The opportunity
Part two · The investment
The short version
Out of every hundred people who see your listing: about 23 click if you are in the top three, about 4 click if you are fourth to tenth, and about 1 in 400 clicks if you are on page two or beyond.
Last year Google showed MightySoft 232,111 times and 565 people clicked. That is one in 411 — the page-two number. You do not have a demand problem. You have a position problem.
Moving a modest share of your keywords into the top three, while multiplying the number of keywords you rank for at all, takes website sales to £56,807 in year one and £535,568 by year three — the second figure also assuming the average basket grows from £51.20 to £100. At your 25% net margin against 5% on Amazon, year three is worth the same profit as adding £2.68 million of Amazon turnover.
Part one
What the business looks like today, what gets built, and what it could be worth across three years. No fees of ours appear in any figure in this part. Advertising, link and software costs are named where relevant, because you pay those directly to the supplier.
01 · The starting point
Twelve months of your own Google Analytics and Search Console data. This is the baseline every projection in this document is built from.
UK website revenue
£819
Across the full year, from 16 completed orders
UK sessions
787
Roughly two visitors a day
Search impressions
232,111
Times you were shown to UK searchers
Clicks from those
565
A click-through rate of 0.24%
Of 787 visitors, 57 added to basket, 42 started checkout and 16 completed. That conversion rate is respectable for the category. The store is not broken in the way stores usually are.
You appear for 253 search terms. Land of Beds appears for 19,900. And where you do appear, you are almost always too low on the page to be clicked. Section 06 puts a number on exactly what that costs.
Essentially every order you take today arrives through a channel you do not own, whose fees and rules you do not set, and where your net margin is 5%.
This programme builds a second channel alongside it, on which your net margin is 25%. Nothing here proposes moving sales off Amazon. Your Amazon business carries on exactly as it is.
What we fix first, in week one
Before any new site exists, the current store gets its analytics rebuilt, its bot traffic filtered out, and six trust faults corrected: the delivery promise that contradicts itself, the opposing care instructions, the buried warranty, the unexplained Amazon review count, the incorrect size guide and the duplicate shop pages. The Google Merchant Center feed is repaired at the same time.
02 · Unit economics
Your own figures, from the price breakdown you supplied. Everything else in this document is built on them, and they contain the single largest margin lever in the business.
| Product | Price | Courier | Fulfilment | Landing cost | VAT | Gross profit | Margin |
|---|---|---|---|---|---|---|---|
| Small Single | £21.99 | £3.23 | £1.70 | £6.11 | £3.67 | £7.29 | 33.13% |
| Single | £23.99 | £3.23 | £1.70 | £7.87 | £4.00 | £7.19 | 29.98% |
| Small Double | £24.64 | £3.23 | £1.70 | £8.03 | £4.11 | £7.57 | 30.74% |
| Double | £26.99 | £3.23 | £1.70 | £9.66 | £4.50 | £7.90 | 29.28% |
| King | £27.99 | £3.23 | £1.70 | £10.58 | £4.67 | £7.82 | 27.92% |
| Super King | £29.98 | £3.23 | £1.70 | £11.33 | £5.00 | £8.72 | 29.10% |
| Average across the range | — | — | — | — | — | £7.75 | 30.03% |
Courier and fulfilment are charged once per order, not once per unit
So the second unit in a basket carries no delivery cost at all. Worked on the Single at £23.99.
Why this decides everything else in the plan
At a 25% net margin, advertising must return £4.00 for every £1.00 spent to break even. On a two-unit basket the break-even return falls to roughly £2.50 for every £1.00. Single-unit orders make advertising unaffordable; two-unit orders make it work. That is why bundles and multi-buys sit at the centre of this plan rather than at the end of a feature list.
The second lever: what else goes in the basket
The toppers compete against the same product on Amazon, which caps what they can be priced at. A locally sourced add-on — a pillow, a protector — has no such comparison, so it can be priced on value and carry a margin above 50%. On the same order, to the same customer, the add-on can contribute more profit than the topper it ships with. Extension F in section 10 is how that range gets built and tested.
One note on the margin used throughout
Every projection uses the 25% net margin you supplied, held flat for all three years. We have deliberately not modelled any improvement from the basket work above, so if it lands it lands as upside rather than as something the plan was relying on.
03 · The channel comparison
You told us the net margin is 5% on Amazon and 25% on the website. That single comparison sets the value of every pound the website earns.
Net margin on Amazon
5%
£2.56 profit on a £51.20 order
Net margin on the website
25%
£12.80 profit on the same order
Profit multiple
5×
Per pound of revenue, website against Amazon
Equivalence
£1 : £5
£1 of website revenue equals £5 of Amazon revenue in profit
What that means in practice
A website reaching £50,000 a year produces the same profit as adding £250,000 to your Amazon turnover. The year-three projection of £535,568 matches roughly £2.68 million of Amazon turnover in profit terms. The website does not have to become large to matter.
Where this revenue comes from
Every figure projected in this document is new demand captured from search. Nothing assumes sales are moved off Amazon, and no Amazon revenue is counted anywhere. This programme includes no Amazon work of any kind.
04 · Scope
Work starts on your existing Shopify store in week one. Nothing waits for the new site to be finished.
Two costs you pay directly, named here because they shape what is realistic
Advertising, £500 a month. Billed by Google to your card, on accounts in your name, never handled by us and never marked up. It is modelled at break-even throughout, so it contributes revenue and no profit.
Links and editorial, £300 a month from month three. Paid by you directly to the publisher, each placement approved by you first. This is the main lever on the authority gap in section 05, and therefore on the ranking assumptions in section 07.
Wix plans and domain renewals run from roughly £25 a month at the start to £57 once all three websites are live.
05 · Search strategy
You already own domains that are doing nothing. Putting a real website on each is the cheapest search capacity available to you, and it is what makes the keyword growth in section 07 achievable.
Google returns a page of results, not a single result. Today MightySoft occupies none of the positions that matter. Three properties, each ranking for its own terms, can occupy more than one position on the same page and cover a far wider set of searches than a single store could.
It also spreads risk. Rankings move. Three properties earning traffic is steadier than one, and all three belong to you.
This only works if each site is genuinely its own thing. Networks of thin, near-identical sites built purely to funnel traffic are treated as doorway pages by Google and removed from the results.
So each site gets its own subject, its own writing and its own reason to exist. That is slower than spinning up copies, and it is the only version of this that is safe to build on.
The scale of the gap this closes
Google visitors per month: MightySoft 265, Neodirect 10,500, Land of Beds 39,900, Soak & Sleep 223,900. The gap is not talent or budget. It is coverage. You appear for 253 search terms. Land of Beds appears for 19,900.
06 · The evidence base
Before any forecast, the single fact everything rests on: appearing in Google is not the same as being clicked, and where you appear decides almost everything. The two tables below are the published click-through rates for each position on page one, applied to the UK mattress topper keyword cluster.
Top 3 positions
22.9%
Average click-through rate across positions 1, 2 and 3
Positions 4 to 10
3.89%
Average across the rest of page one
Page 2 and beyond
0.25%
MightySoft's own measured rate: 565 clicks from 232,111 impressions
Ratio
92×
A top-three listing earns 92 times the clicks of a page-two listing
Full semantic cluster of 300,000 to 500,000 monthly impressions. Target conversion 3%. Average order value £51.20.
| Organic rank | Monthly impressions | Average CTR | Conversion | Monthly clicks | Monthly sales | Annual sales |
|---|---|---|---|---|---|---|
| Position 1 | 300,000 – 500,000 | 39.8% | 3.0% | 119,400 – 199,000 | £183,398 – £305,664 | £2.20M – £3.67M |
| Position 2 | 300,000 – 500,000 | 18.7% | 3.0% | 56,100 – 93,500 | £86,170 – £143,616 | £1.03M – £1.72M |
| Position 3 | 300,000 – 500,000 | 10.2% | 3.0% | 30,600 – 51,000 | £47,002 – £78,336 | £564,019 – £940,032 |
| Average, positions 1–3 | 300,000 – 500,000 | 22.90% | 3.0% | 68,700 – 114,500 | £105,523 – £175,872 | £1.27M – £2.11M |
| Organic rank | Monthly impressions | Average CTR | Conversion | Monthly clicks | Monthly sales | Annual sales |
|---|---|---|---|---|---|---|
| Position 4 | 300,000 – 500,000 | 8.1% | 3.0% | 24,300 – 40,500 | £37,325 – £62,208 | £447,898 – £746,496 |
| Position 5 | 300,000 – 500,000 | 6.2% | 3.0% | 18,600 – 31,000 | £28,570 – £47,616 | £342,835 – £571,392 |
| Position 6 | 300,000 – 500,000 | 4.1% | 3.0% | 12,300 – 20,500 | £18,893 – £31,488 | £226,714 – £377,856 |
| Position 7 | 300,000 – 500,000 | 3.1% | 3.0% | 9,300 – 15,500 | £14,285 – £23,808 | £171,418 – £285,696 |
| Position 8 | 300,000 – 500,000 | 2.4% | 3.0% | 7,200 – 12,000 | £11,059 – £18,432 | £132,710 – £221,184 |
| Position 9 | 300,000 – 500,000 | 1.9% | 3.0% | 5,700 – 9,500 | £8,755 – £14,592 | £105,062 – £175,104 |
| Position 10 | 300,000 – 500,000 | 1.4% | 3.0% | 4,200 – 7,000 | £6,451 – £10,752 | £77,414 – £129,024 |
| Average, positions 4–10 | 300,000 – 500,000 | 3.89% | 3.0% | 11,657 – 19,429 | £17,905 – £29,842 | £214,864 – £358,107 |
Read these two tables as the ceiling, not the forecast
Both tables answer one question: what is this category worth if you rank there for everything? They size the prize. They are not a projection for MightySoft, because no website ranks in one position for every keyword it targets. Section 07 turns these rates into a forecast by applying them to the share of your keywords realistically sitting in each band.
Two caveats we would rather state ourselves. The published CTR figures describe a clean results page — no AI answer, no Shopping carousel, no ads block. Mattress topper searches usually have all three, which compresses real click-through. And the 300,000 to 500,000 cluster figure is an industry estimate, not a measurement of your account. Both are reasons the forecast in section 07 sits far below these tables.
Sources
Click-through rates by position: First Page Sage, Google Click-Through Rates by Ranking Position, 2026 meta-analysis. Cross-referenced against the OuterBox SERP CTR index, SISTRIX, seoClarity and GrowthSRC, which report lower figures on feature-heavy results pages.
Page 2+ click-through rate of 0.25%: MightySoft's own Google Search Console, 565 clicks from 232,111 impressions across twelve months.
Average order value £51.20 and conversion 2.03%: MightySoft Google Analytics 4, twelve months.
Net margin 25% website, 5% Amazon: supplied by MightySoft.
07 · The forecast method
This section shows the whole chain, from your current Search Console data to the revenue figures in section 08. Every step is either a measurement from your account or an assumption we have labelled as one. Nothing else goes into the model.
MightySoft ranks for 253 keywords and receives 232,111 impressions a year.
232,111 ÷ 253 = 917 impressions per keyword per year.
That figure comes straight from your Search Console. It means impressions can be forecast by forecasting keywords — which is something the programme directly controls, rather than something we have to guess.
| Keywords at start | Keywords at year end | Average for the year | × 917 | Impressions | |
|---|---|---|---|---|---|
| Year oneMain store rebuild plus two supporting sites | 253 | 1,200 | 726 | 917 | 666,200 |
| Year twoContent programme across all three sites | 1,200 | 2,400 | 1,800 | 917 | 1,650,600 |
| Year threeCompounding authority, deeper coverage | 2,400 | 4,000 | 3,200 | 917 | 2,934,400 |
This is assumption one. Keyword growth is what we are committing to deliver. It is measurable in Search Console from month one, so you can hold us to it long before revenue moves.
No site ranks first for everything. This is the share of your keywords sitting in each band, with the click-through rate from section 06 applied to each. The blended rate is what the whole keyword set earns on average.
| Top 3 CTR 22.90% | Positions 4–10 CTR 3.89% | Page 2+ CTR 0.25% | Blended CTR | |
|---|---|---|---|---|
| Today | ~0% | ~0% | ~100% | 0.24% |
| Year one | 10% | 25% | 65% | 3.42% |
| Year two | 14% | 30% | 56% | 4.51% |
| Year three | 18% | 35% | 47% | 5.60% |
This is assumption two. Worked example for year one: (10 × 22.90) + (25 × 3.89) + (65 × 0.25), all divided by 100, gives 3.42%. Also measurable monthly in Search Console.
| Step | Calculation | Year one | Year two | Year three |
|---|---|---|---|---|
| Impressions | Average keywords × 917 | 666,200 | 1,650,600 | 2,934,400 |
| Blended CTR | Position mix × published CTR | 3.42% | 4.51% | 5.60% |
| Search visitors | Impressions × blended CTR | 22,817 | 74,492 | 164,356 |
| Conversion rate | Target, from 2.03% today | 3.0% | 3.0% | 3.0% |
| Orders from search | Visitors × conversion | 685 | 2,235 | 4,931 |
| Average order value | Measured today, rising as basket work lands — see step 5 | £51.20 | £75.00 | £100.00 |
| Search sales | Orders × AOV | £35,047 | £167,607 | £493,068 |
Look at the shape of the calculation above: sales are orders × average order value. Raising the second number costs no extra visitors, no extra rankings, no extra advertising and no extra acquisition work. Every pound added to the basket falls straight through. That is why the forecast assumes it rises — to £75 in year two and £100 in year three, from £51.20 today.
Today
£51.20
Measured across your orders last year
Year two target
£75
Add-ons, bundles and multi-buy, all in the core scope
Year three target
£100
Plus a share of trade orders and a second product range
Still available beyond that
£150
Trade at scale. Not in any forecast in this document
Trade buyers expect a discount, and giving one drops the net margin from 25% to around 15%. That sounds like a step backwards. It is not, because the order is several times larger and courier and fulfilment are charged only once.
| Retail order | Trade order, 8 units | Trade order, 20 units | |
|---|---|---|---|
| Discount given | — | 15% | 20% |
| Order value | £51.20 | £163.13 | £383.84 |
| Net margin | 25% | 15% | 15% |
| Profit from that one order | £12.80 | £24.47 | £57.58 |
| Against one retail order | 1× | 1.9× | 4.5× |
| Customers you had to find | 1 | 1 | 1 |
Read that table twice
A trade order at 15% margin returns nearly twice the profit of a retail order at 25%, and a twenty-unit order returns four and a half times — from one customer, found once, who then reorders without being found again. Cutting the margin from 25% to 15% is not a concession. It is what buys the volume that makes the order worth four times as much.
| Stage | Retail basket | Trade basket | Share of orders that are trade | Blended average order value |
|---|---|---|---|---|
| Today | £51.20 | — | 0% | £51.20 |
| Year two · add-ons and bundles workingCore scope: bundles, multi-buy, pairing | £70 | £163 | 4% | £73.72 |
| Year three · trade establishedExtension E running alongside retail | £70 | £200 | 23% | £99.90 |
| Beyond year three · trade at scaleNot in any forecast here | £70 | £300 | 30% | £139.00 |
Every input, and where it comes from
Measured from your own accounts: 253 keywords, 232,111 impressions, 917 impressions per keyword, 0.25% page-two click-through rate, £51.20 average order value, 2.03% current conversion, 25% net margin.
Published third-party data: click-through rates of 22.90% for the top three and 3.89% for positions four to ten, from the First Page Sage 2026 meta-analysis cited in section 06.
Our assumptions, and there are only three: keyword growth from 253 to 4,000 over three years; the share of those keywords reaching each ranking band; and conversion improving from 2.03% to 3.0%. All three are measurable monthly, and all three are things we are accountable for rather than things outside anyone's control.
The soft spot, stated plainly
The model applies 917 impressions to every new keyword, which is the average of your current set. In practice, the keywords that reach the top three fastest are long-tail terms, and long-tail terms carry fewer impressions each. So the model assumes we add keywords that rank quickly and carry normal impression weight.
If new keywords average 500 impressions rather than 917, year-one search sales fall from £35,047 to roughly £19,100. That is the honest downside, and it is the number we would watch from month four. Everything else in the chain would still hold.
08 · The forecast
Every row shows how it is calculated. Search sales and advertising sales are both simply orders × average order value — the difference is that search order volume grows while advertising order volume is fixed by the £500 monthly budget. No fee of ours appears in any figure here.
Website sales, year one
£56,807
Against £819 last year
Website sales, year three
£535,568
From search and advertising combined
Net profit, year three
£133,892
At your 25% margin, before our fee
Equivalent Amazon turnover
£2.68M
What year three is worth in profit terms
| Core programme | How it is calculated | Year one | Year two | Year three |
|---|---|---|---|---|
| Ranked keywords, year end | Delivery target — see section 07, step 2 | 1,200 | 2,400 | 4,000 |
| Search impressions | Average keywords for the year × 917 | 666,200 | 1,650,600 | 2,934,400 |
| Blended click-through rate | Position mix × published CTR — section 07, step 3 | 3.42% | 4.51% | 5.60% |
| Search visitorsMonthly average in brackets | Impressions × blended CTR | 22,8171,901 / mo | 74,4926,208 / mo | 164,35613,696 / mo |
| Conversion rate | Target, from 2.03% measured today | 3.0% | 3.0% | 3.0% |
| Orders from search | Search visitors × conversion rate | 685 | 2,235 | 4,931 |
| Average order value | £51.20 measured today, rising as the basket work in step 5 lands | £51.20 | £75.00 | £100.00 |
| Search sales | Orders from search × average order value. Y1: 685 × £51.20 · Y2: 2,235 × £75 · Y3: 4,931 × £100 | £35,047 | £167,607 | £493,068 |
| Orders from advertising | Fixed by the £500 monthly budget cap. Roughly 425 orders a year, and it does not grow because the budget does not grow. | 425 | 425 | 425 |
| Advertising sales | Ad orders × average order value. Y1: 425 × £51.20 · Y2: 425 × £75 · Y3: 425 × £100. The order count is flat; only the basket grows. | £21,760 | £31,875 | £42,500 |
| Total website sales | Search sales + advertising sales | £56,807 | £199,482 | £535,568 |
| Monthly average | Total website sales ÷ 12 | £4,734 | £16,623 | £44,631 |
| Net profit at 25%Before our fee | Total website sales × your 25% net margin | £14,202 | £49,870 | £133,892 |
| Equivalent Amazon turnover | Total website sales × 5, because 25% ÷ 5% = 5 | £284,035 | £997,410 | £2,677,840 |
Three-year totals: £791,857 of website sales and £197,964 of net profit, before any fee of ours.
Three things these figures do not count
The basket work. The model holds your net margin at 25% for three years even though average order value rises. Section 02 shows a two-unit basket carries closer to 40% gross, so a bigger basket should lift margin as well as revenue. That improvement is not counted anywhere above.
Amazon sales driven by the website. Visitors who research on your site and buy on Amazon are counted here as nothing. From month one they will be measured, and they are real revenue.
Repeat purchase. Your returning-customer rate is zero today. Every figure above assumes each customer buys once and never comes back.
A clarification on the £105,626 ceiling in the earlier report
That figure was calculated under a deliberate restriction: search demand was held completely fixed at today's 232,111 impressions. It measured what your existing visibility would be worth at top-three rankings, with no new pages, no new search terms and no new domains. This programme changes exactly that restriction, which is why £105,626 is a staging post, not a ceiling.
09 · The wider audit
The core programme above is deliberately narrow. Our full audit turned up more than it covers. Everything is listed here so you can see the whole picture, each with the figure from your own data that puts a size on it. Items marked "extension" are optional and priced separately in part two.
The one item that changes a number you are about to read
Google now writes an AI-generated answer above the results for a large share of the questions your new pages will target — back pain, cooling, side sleepers, comparisons. Readers get their answer without clicking. ChatGPT, Gemini and Perplexity answer the same questions with no results page at all.
That does not break the plan. Your buying queries — sizes, prices, brand comparisons — still send clicks, and they convert far better than informational traffic ever did. But it does mean some of the clicks in the forecast may not materialise, and we would put that exposure at 10% to 20% of forecast search traffic by year three. We would rather say that here than let you find it in month nine.
| What we found | Why it matters, and the number behind it | Priority | Covered by |
|---|---|---|---|
| AI answers absorbing informational clicks | Phase 2 builds pages for "best mattress topper for back pain", "cooling topper UK" and "topper or new mattress". Those are precisely the questions Google now answers itself, above the results. Ranking third underneath an AI answer earns fewer clicks than ranking third without one.Your 232,111 impressions already convert to just 565 clicks — a 0.24% click-through rate. We estimate 10% to 20% of forecast search traffic is exposed to this by year three. | High | Extension A |
| No presence in AI answer engines | Ask ChatGPT for the best budget mattress topper in the UK today and it will name several brands. It does not name MightySoft. These systems read structured product data, review volume and third-party roundups — not your sales copy.Tracked monthly across five surfaces: Google AI answers, ChatGPT, Gemini, Perplexity and Copilot. A baseline is recorded before any work starts, so the change is measurable. | High | Extension A |
| Absent from third-party best-of listicles | UK "best mattress topper" roundups are where category authority is decided. They are also what Google and the AI models quote when they answer. Your competitors appear in them and you do not, which is most of the reason for the authority gap.Links from other sites: MightySoft 222 · Neodirect 2,600 · Land of Beds 4,600 · Soak & Sleep 11,900. Authority score: 9 against 33, 36 and 44. | High | Extension A |
| No review platform on the store | Someone deciding whether to put this on the bed they sleep in has nothing to go on but your own description. Reviews do three jobs at once: raise conversion on the page, add star ratings that raise click-through, and build the review volume AI engines weigh when choosing which brands to name.Last year 57 people added to basket and 16 bought — a 72% drop at exactly the point where proof does its work. Not one verified review is visible at that moment. | High | Extension B |
| Amazon review count shown without context | The number sits on the store with no source and no link, so a shopper cannot verify it, and an unverifiable claim carries the same risk as an invented one. It also cannot produce star ratings in Google, because Google only reads reviews collected on your own site.The core plan removes the claim in week one. Until Extension B replaces it with owned proof, the page carries no social proof at all — briefly weaker than it is today. | High | Core removes, Extension B replaces |
| No owned content library | Product pages, Google Shopping, advertising, email and two supporting websites all draw from the same pool of images and video. There is currently no pool, so every channel competes for the same handful of existing product shots.Creator seeding produces this at roughly £15 per creator in product and courier, with full commercial rights — against £500 or more for a single paid post. | Medium | Extension C |
| No trade or wholesale (B2B) channel | The largest gap in the business, and your own price sheet proves it. Courier at £3.23 and fulfilment at £1.70 are charged once per order no matter how many units are in it. Trade buyers — holiday lets, guest houses, care homes, student accommodation — order in multiples by default.One 8-unit trade order at 15% off returns £59.89 gross from one customer. Eight separate retail orders return £57.52 and require eight customers to be found, each through search or paid advertising. | High | Extension E |
| No trade pricing or account route | The channel is closed by absence rather than by choice. There is no trade price, no account registration, no quote request and no invoicing route, so even a buyer who found you today could not buy the way they need to.A guest house wanting 20 units today would have to place 20 retail checkouts at £23.99, with no purchase order, no invoice and no volume price. | High | Extension E |
| Product photography and video | A rebuilt store is only as persuasive as its images. The buying questions in this category are about depth, filling and stitching, and none of those can be answered in text alone. Size confusion was one of the six trust faults the audit found.Needed: the full size range on white, detail shots of filling and stitching, scale imagery resolving the size confusion, and short-form video. You supply these — we brief you on exactly what and when during Phase 2. | Medium | You provide — see section 14 |
| Pillow demand visible in site search | Customers are typing a request into your own site search for a product you do not sell, on a page that records the request and does nothing with it. A locally sourced add-on also escapes the Amazon price comparison that caps topper margin.A topper returns £7.19 gross. A pillow sourced locally at 50%+ margin, sold on the same order to the same customer, can contribute more profit than the topper it ships with — at no extra acquisition cost. | Medium | Extension F |
| Returning-customer rate of zero | Every projection in this document assumes each customer buys once and never returns, which is the least generous assumption available. A second order costs nothing to acquire — no search work, no advertising, no ranking — and earns the full margin.Year three projects 5,356 orders (£535,568 ÷ £100). A repeat rate of just 10% is 536 extra orders, worth roughly £53,600, with zero acquisition cost attached. | High | Core builds email, Extension G extends it |
| No SMS or WhatsApp channel | Abandoned basket, delivery updates and back-in-stock messages reach far more people by SMS or WhatsApp than by email, at a low cost per send. The core plan builds email flows only.Last year 42 checkouts were started and 16 completed. Those 26 abandoned baskets are currently chased by email alone. | Medium | Extension G |
10 · Extensions
Seven bundles addressing the gaps in section 09. Each is separate, each can be added at any point in the term or never, and each can be ended independently. If you take none of them, the core programme is unaffected. Prices for all of them are in section 14, so you can read what each one does before seeing what it costs.
Nobody controls what an AI model says and there is no ranking to buy. What can be done is to make MightySoft the most citable source in its category. We report exactly what we observe, including the months where nothing moves.
You currently sell a product people put on the bed they sleep in, with no visible evidence that anyone else has done so. Fixing that involves three genuinely different kinds of work, running on different software, with different risk to you. They are priced separately so you can take one, two or all three.
The foundation. These four items cannot sensibly be separated from each other, and the reason is explained under Google Seller Ratings below.
System one · Product reviews, shown on your organic search listing
These are reviews of the product, collected by your own review app and published on your product page. The schema tells Google a rating exists, which is what produces the star row under your unpaid listing. Same page, same ranking position, same impressions — the only difference is that a rating now exists and Google can read it.
System two · Google Seller Ratings, shown on your paid ads
A completely separate Google programme, and the most common thing to confuse with system one. It rates the shop, not the product. It appears on paid ads, not on your organic listing. Google grants it only once a minimum volume of verified reviews has been collected inside a rolling window, which is why it cannot be bought on its own — qualifying is a consequence of the review engine in Extension B already running.
| System one · Product reviews | System two · Google Seller Ratings | |
|---|---|---|
| What it rates | The individual product | Your shop as a whole |
| Where it appears | Your organic search listing and your product page | Your paid Google ads |
| Who controls it | You, through your review app | Google, and only once you qualify |
| What it needs | A review app collecting reviews, plus valid review schema | A minimum volume of verified reviews inside a rolling window |
| How fast it arrives | As soon as reviews are collected and the schema is live | Only after enough volume has accumulated, typically several months |
| What it does for you | Raises click-through on free listings and conversion on the page | Raises ad click-through and lowers your cost per click |
| Cost per click | Free listing | Paid listing, but cheaper per click |
Entirely different work: sourcing creators, negotiating, shipping, chasing deliverables and managing rights. Run as a short test, because the first ten to fifteen creators tell you whether the category responds.
Flat-fee influencer payments are deliberately excluded. At £12.80 profit per order, a £500 flat fee needs roughly 40 attributable orders to break even, which a single post in this category rarely produces.
Runs on its own logic and its own software — Refersion, GoAffPro or UpPromote. Commission is paid only out of a sale that has already happened, so your risk here is close to zero. That is also why it carries no minimum commitment.
Which of these to take first
Extension B is the prerequisite. C and D are genuinely available on their own, and they will work, but they perform materially better once reviews are live. Both send traffic to a product page, and a product page with zero reviews converts badly. Taking creator seeding or affiliates first means paying to send people to a page that is not yet ready to convert them. If budget forces a choice, take B alone and add the others later.
This bundle needs things from you: stock depth to fill an eight to twenty unit order, someone able to answer a trade enquiry within a working day, an invoicing route for buyers who will not pay by card, and a decision on payment terms. If those are not in place, it should wait until they are.
Recommended first range: pillows. Your own site search already records customers asking for them. This is project work rather than an ongoing retainer.
Why this range carries the highest margin in the business
The toppers compete directly against the same product on Amazon, which sets a ceiling on what they can be priced at. Margin is capped by the marketplace, not by the store.
Locally sourced add-ons have no such comparison. They are not the same SKU a shopper can price-check in another tab, so they can be priced on value and carry margins above 50%. At the current basket an order returns roughly £12.80. An add-on sold at 50%+ margin can contribute more profit than the topper it ships with — on the same order, to the same customer, at no additional acquisition cost.
Who pays for the stock
Stock cost sits with you, and the whole point of the small-batch approach is to keep it small while you are still finding out what sells. Expect a few hundred pounds per candidate product, not thousands. Our fee covers the research, testing, build, content, feed work and launch — it does not cover buying the products themselves, and nothing is ordered in volume until a live test has already proved the demand.
11 · The ceiling
Everything above is the core programme alone. This is the same three years with the optional extensions in part two added as well — a trade channel, review and creator infrastructure, AI search visibility, a retention engine and a second product line.
Website sales across three years, core against core plus extensions
How to read this: three bars per year. Grey is the core programme alone. Blue and green are the same years with all extensions, at a cautious estimate and an optimistic one.
| Core programme only | With extensions · cautious | With extensions · optimistic | |
|---|---|---|---|
| Year one | £56,807 | £67,000 | £80,000 |
| Year two | £199,482 | £254,000 | £307,000 |
| Year three | £535,568 | £659,000 | £771,000 |
| Three years added together | £791,857 | £980,000 | £1,158,000 |
| Core programme only | With extensions · cautious | With extensions · optimistic | |
|---|---|---|---|
| Year one | £14,202 | £16,750 | £20,000 |
| Year two | £49,870 | £63,500 | £76,750 |
| Year three | £133,892 | £164,750 | £192,750 |
| Three years added together | £197,964 | £245,000 | £289,500 |
Each row is one year on its own, not a running total. Net profit is the sales figure above it at your 25% net margin, before any fee of ours.
The same standard as section 07: each extension sized on its own, with its working shown, and the two that come straight from your own arithmetic marked as such.
| Extension | Year three contribution | How it was calculated | Basis |
|---|---|---|---|
| A · Answer engine visibility | £19,000 – £43,000 | Recovery of most of the 10% to 20% of forecast search traffic exposed to AI answers, plus a small amount of new citation traffic. | Benchmark |
| B · Reviews and ratings | £43,000 – £72,000 | Published category uplift ranges for star ratings on click-through and for visible reviews on product-page conversion, applied to the core year-three forecast of £535,568. | Benchmark |
| C · Creator seeding | £10,000 – £19,000 | Direct attributable sales from seeded creators, plus the conversion effect of their content on product pages and in ads. | Benchmark |
| D · Affiliate programme | £8,000 – £17,000 | Partner-driven sales, stated net of the commission paid out on them. | Benchmark |
| E · Trade and wholesale (B2B) | £16,300 – £29,400 | 25 to 45 active accounts × 4 orders a year × 8 units × £20.39 trade price. Every input from your own price sheet. The only assumptions are account count and reorder frequency. | Your data |
| F · Product range expansion | £15,000 – £37,000 | A second range selling at a fraction of topper volume, plus the margin lift on paired orders. The softest estimate on this page — the range does not exist yet, and the testing in Extension F is what replaces this guess with a measurement. | Judgement |
| G · Lifecycle and retention | £53,000 – £96,000 | £535,568 ÷ £100 = 5,356 orders in year three, at a 10% to 18% repeat rate. Both inputs measured. The only assumption is the repeat rate, against zero today. | Your data |
| Added together | £164,300 – £313,400 | Before correction for overlap between them. | — |
| Less 25% for overlap | −£41,075 – −£78,350 | These bundles improve the same pages and visitors — and the £100 basket in the core forecast already contains part of what Extension E delivers. The deduction is 25% rather than 15% to avoid counting trade twice. | — |
| Added to the core forecast of £535,568 | £659,000 – £771,000 | Rounded. These are the year-three figures in the tables above. | — |
The same way, but with each extension counted only from the month it starts. Trade contributes from month three because it needs no ranking. Reviews contribute mostly in the second half of year one, because reviews must accumulate first. AI visibility contributes almost nothing in year one. The new range does not launch until month eight.
That produces roughly £13,800 to £31,200 of extension revenue in year one and £72,700 to £142,800 in year two, before the same 25% overlap deduction.
The trade account count. Twenty accounts instead of forty roughly halves Extension E. Measurable from month four, long before the search work reports anything.
The repeat rate. Extension G assumes 10% to 18% against zero today. At 5% the bundle halves; at 25%, which is not unusual once lifecycle work is running properly, it beats the top of the range.
The starting sample. All of this rests on sixteen orders, which is why the ranges are wide.
Two kinds of estimate, and the difference matters
Extensions E and G are arithmetic on figures you supplied. If you disagree, you are disagreeing with the account count or the repeat rate, and both can be argued about against something real.
Extensions A, B, C, D and F are benchmark estimates. They apply published category uplift ranges to the forecast. Nobody — us included — can say in advance exactly what a review programme does to conversion on a store with sixteen orders behind it. We would rather show a wide honest range than a narrow invented one.
12 · The market
The four UK competitors measured in the audit, with your projected years dropped into the same table.
| Company | Google visitors / month | Search terms ranked | Links from other sites | Authority |
|---|---|---|---|---|
| MightySoft today | 265 | 253 | 222 | 9 |
| MightySoft, year one | 1,901 | 1,200 | — | — |
| MightySoft, year two | 6,208 | 2,400 | — | — |
| MightySoft, year three | 13,696 | 4,000 | — | — |
| Neodirect | 10,500 | 3,500 | 2,600 | 33 |
| Land of Beds | 39,900 | 19,900 | 4,600 | 36 |
| Soak & Sleep | 223,900 | 35,800 | 11,900 | 44 |
Year three vs Neodirect
130%
Ahead of the smallest competitor measured
Year three vs Land of Beds
34%
A serious but not dominant position
Year three vs Soak & Sleep
6%
The market leader stays well ahead
Growth from today
52×
Monthly search visitors, 265 to 13,696
Two things about that table
The competitor figures are third-party estimates. Your own 265 comes from the same tool, and it does not agree with GA4, which recorded 787 UK sessions across the year from all sources. We use it only because it is the one measure available on the same basis for all five companies. Every revenue projection in this document is built on Search Console and GA4, not on this.
Year three overtakes Neodirect on visitors, not on authority. Neodirect has 2,600 links against your 222. Ranking for 4,000 terms while holding a much lower authority score is possible on long-tail coverage, which is exactly the route section 07 assumes and exactly where its soft spot lies.
And what standing still costs
You were shown to UK searchers 232,111 times last year and 565 of them clicked. Nobody has to create that demand or persuade anyone that they want a mattress topper. It is arriving now, and it is going to competitors before it reaches your site.
Part two
Everything above is what the opportunity is worth. This part is what it costs. One core fee and seven extensions, each priced on its own so you can take one, some or none of them. The extensions themselves are described in section 10.
13 · The core fee
One fee, one figure, no tiers. Everything in sections 04 and 05, across all three websites, for twelve months.
£2,000per month, for twelve months. Payable monthly in advance on the first working day.
Only the first part is money to us. The other two are paid by you, directly to the supplier, and we never mark either of them up.
| Line | Paid to | Year one | Monthly | What it covers |
|---|---|---|---|---|
| Management fee | Wix Patriots | £24,000 | £2,000 | Everything in sections 04 and 05, across all three websites. |
| AdvertisingCapped, and tested against a return threshold | £6,000 | £500 | Your card, your account, in your name. Never handled by us and never marked up. Reducible or stoppable by you at any time. | |
| Links and editorialFrom month three | Publishers direct | £3,000 | £300 | Each placement sent to you for approval before it is bought. |
| SoftwareThree websites plus domain renewals | Wix and registrar | £528 | £25–57 | Wix Studio at £25, plus £16 for each supporting site once live. Merchant Center, Search Console and Analytics are free. |
| Total programme | — | £33,528 | £2,794 avg | Of which £9,528 is spend you control directly. |
| Discipline | UK market rate | Year one, bought separately |
|---|---|---|
| Ecommerce build and migrationCustom build with conversion work | £8,000 to £20,000 | £8,000 to £20,000 |
| Two additional marketing websitesBuilt, written and optimised | £1,250 to £4,000 each | £2,500 to £8,000 |
| SEO retainerHere across three domains, not one | £1,000 to £3,500 / mo | £12,000 to £42,000 |
| Google Ads managementFlat fee, or 10 to 20% of spend | £300 to £2,500 / mo | £3,600 to £30,000 |
| Conversion optimisation£1,500 a month is the floor for real testing | £500 to £5,000 / mo | £6,000 to £60,000 |
| Email and lifecycleFlow build plus ongoing campaigns | £500 to £1,500 / mo | £6,000 to £18,000 |
| Bought separately, at the floor of every range | — | £38,100 |
| This proposal | — | £24,000 |
Take the very bottom of every range and the same scope still comes to £38,100 buying it piece by piece from six suppliers who do not talk to each other. The gap is not a discount. It is what happens when one team does all of it and none of the work is duplicated across handovers.
Everything you own at the end of it
All three websites, the ad accounts, the Merchant Center feed, the analytics property, the email list and every piece of content produced are yours, in your name, from the day they are created. If we part company you keep all of it, with nothing to transfer back and nothing to buy out.
14 · Everything priced
The core fee and every extension, priced individually, followed by the three-year totals from section 11 set beside them.
| Line | Monthly | Setup | Minimum term | Twelve months |
|---|---|---|---|---|
| Core programmeThree websites, search, ads, conversion, email | £2,000 | — | 12 months | £24,000 |
| A · Answer engine visibilityUses the existing link budget, adds nothing to it | £450 | — | 6 months | £5,400 |
| B · Reviews and ratingsThe prerequisite for C and D | £300 | £500 | 6 months | £4,100 |
| C · Creator seedingZero investment, no risk. Plus ~£15 per creator in product, at cost | £250 | £250 | 3 months | £3,250 |
| D · Affiliate programmeZero investment, no risk. Commission paid only out of a sale that happened | £150 | £250 | Month to month | £2,050 |
| B + C + D togetherSaves £150 a month and £100 on setup | £550 | £900 | 6 months | £7,500 |
| E · Trade and wholesale (B2B)Build fee covers the trade area, pricing and collateral | £850 | £1,800 | 6 months | £12,000 |
| F · Product range expansionProject work. Stock cost is separate and sits with you | — | £3,200 | — | £3,200 |
| G · Lifecycle and retentionPlus messaging platform costs, typically under £40 a month | £400 | £600 | 6 months | £5,400 |
| Core plus every extensionUsing the B + C + D bundle price. All setup fees are one-time | £4,250 | £6,500 | — | £57,500 |
| Scenario | 3-year website sales | 3-year net profit at 25% |
|---|---|---|
| Core programme only | £791,857 | £197,964 |
| Core plus all extensionsCautious estimate | £980,000 | £245,000 |
| Core plus all extensionsOptimistic estimate | £1,158,000 | £289,500 |
Net profit is website sales at the 25% net margin you supplied, held flat across all three years, and before our fee. The workings behind every figure are in sections 07 and 11. Advertising, links and software are paid by you directly to Google, the publishers, Wix and your registrar, as set out in section 13.
15 · The detail
Product photography and video
New product photography and video sit with you rather than with us. We restyle, crop, compress and optimise whatever you supply, and the new store is built around your assets — but we do not shoot them.
What we will do is tell you exactly what is needed, when it is needed, and what each shot has to show — the size range on white, detail shots that make the filling, stitching and depth visible, scale imagery that resolves the size confusion identified in the audit, and short-form video for product pages and advertising. You will get that brief in Phase 2, in writing, well ahead of the build, so nothing is holding up launch while a shoot is arranged.
Worth being direct about this: a rebuilt store cannot outperform its own photographs. The quality of what you supply here is one of the larger variables in the conversion figures throughout this document.
Assumptions, and what we do not promise
A 25% net margin on the website, held flat. Your figure. The model assumes no improvement across all three years, so the basket work in section 02 is upside rather than something the plan depends on.
A 5% net margin on Amazon. Also your figure. Used only for the comparison in section 03, and nowhere in any projection. No Amazon revenue is counted anywhere in this document.
Advertising modelled at break-even. It contributes revenue and no profit. Capped at £500 a month and increased only on campaigns that beat a 4 to 1 return.
Search revenue is negligible before month four and only becomes meaningful from month seven. The plan does not rely on search performing before month six. If it lands earlier, the figures improve.
Planning estimates, not guarantees. Figures are built from your own performance data and published industry benchmarks. No agency can guarantee search rankings or advertising performance, and any that does is describing something it cannot control.
A small starting sample. Sixteen orders is not enough to measure a funnel precisely. The percentages behind these figures carry wide statistical ranges until monthly orders pass roughly thirty, at which point we re-measure and narrow them.