Proposal — Just Vitamins

Reverse the acquisition
decline. Build owned AI
infrastructure.

Your repeat customers love you. But new customer discovery is collapsing. This proposal installs the content engine and commerce channels to fix that — infrastructure you own, not an agency dependency.

0%
New Customer Decline
0%
Revenue from Peak
85%
Channel Dependency (Google + Organic)
01 — YOUR DATA

The Numbers Don't Lie

We analysed 728,018 orders spanning 20 years. Two trends dominate everything else.

Revenue Trend (£)

New Customer Acquisition

💪
Your product is not the problem. AOV has climbed from £26 (2018) → £35 (2025). 68% of all orders come from returning customers. Customers who find you, stay. The product drives loyalty.
🚨
Discovery is the problem. New customer volume has collapsed 84% — from 24,600/year in 2020 to under 4,000 in 2025. You're not losing customers. You're failing to find new ones.
THE ROOT CAUSE

85% Channel Dependency

Organic + Google Ads = 85% of all orders in 2025. If Google changes an algorithm, you lose the business.
Facebook: 0.1%. TikTok: 0%. Instagram: 0%. You have zero social commerce presence in 2025.
No AI content pipeline. H&B, Vitabiotics, and Boots all run active social + paid content across TikTok, Instagram, and YouTube. JustVitamins has zero presence on any of these channels. Every month without them = missed discovery.
⏳
Cost of inaction: In 2020 you acquired 24,666 new customers. In 2025, just 3,941. At your 2025 AOV of £35.02, that's £726,000 in lost first-purchase revenue per year — before repeat purchases. Every month without new discovery channels widens this gap. (See interactive model below)
02 — WHAT WE'LL BUILD

Four Pillars. You Own All of It.

Modular infrastructure — built once, extended over time. No agency lock-in.

🏗️
Pillar 1
Infrastructure Layer
+
  • ✓Dedicated cloud server — fully isolated, your data never leaves
  • ✓Containerised deployment — reliable, portable, zero vendor lock-in
  • ✓Automated backups, SSL, uptime monitoring
  • ✓Automation backbone ready for future tools (support inbox, dashboards, email flows)
🎨
Pillar 2
AI Media Factory
+
  • ✓Automated script generation — on-brand, conversion-focused copy at scale
  • ✓AI image generation workflows — product, lifestyle & social-native visuals
  • ✓AI UGC-style video workflows — creator-feel content without the creator cost
  • ✓Structured content library output — organised, tagged, ready to deploy
📊
Pillar 3
Commerce Optimisation Engine
+
  • ✓Review mining → objections, messaging angles, product insights
  • ✓Competitor structure analysis — pricing, positioning, content gaps
  • ✓PDP improvement framework — data-driven product page recommendations
  • ✓Blog/PDP → social repurposing — turn existing content into channel-native posts
  • ✓No mass AI publishing — all output is SEO-safe and human-reviewed
🎵
Pillar 4
TikTok Shop Setup
+
  • ✓Full TikTok Shop integration with Shopify
  • ✓3–5 hero product optimisation — titles, descriptions, creative
  • ✓Product storytelling structure — hooks, narratives, format frameworks
03 — PROJECTED IMPACT

What Could This Be Worth?

Adjust the slider to model the impact. All calculations use your actual metrics.

Interactive Revenue Model

Based on your 2025 AOV (£35.02) and 12-month cohort return rate (57.6%)
New customers per month from social/TikTok channels 100
Conservative (25)Moderate (100–200)Aggressive (400)
£3,502
Monthly New Revenue
£73,151
Annual Rev (with LTV)
5.9x
Year 1 ROI
2.1 mo
Payback Period
Assumptions: AOV = £35.02 (your 2025 actual) · 12-month cohort return rate = 57.6% (from cohort analysis of 728,018 orders) · Avg 2 repeat purchases in first year · Year 1 cost = £4,000 build + £500×12 infra + £200×12 AI tools = £12,400 · Conservative — does not include organic uplift from PDP/blog optimisation or existing channel improvements
💡
Anti-objection: Even at the most conservative setting (25 new customers/month at £35.02 AOV), the £12,400 Year 1 cost is recovered in ~14 months on first-purchase revenue alone — and that excludes the 57.6% who return for repeat purchases. At 100/month, payback is under 4 months. These projections also exclude any improvement to your existing Google/Organic channels from PDP optimisation.
04 — HOW WE DE-RISK THIS

Controls & Guarantees

We've designed every gate to protect you.

🚦
Week 4 Checkpoint
Full review before any ongoing commitment. If you're not satisfied with the build, walk away.
🔒
No Mass AI Publishing
All content is human-reviewed. No SEO risk. No brand safety issues. Structure-led, not spam.
🚪
30-Day Exit Clause
Monthly infrastructure can be cancelled with 30 days' notice. No lock-in contracts.
🏛️
Brand Owns Everything
Your server. Your data. Your workflows. Your content. Full admin access from day one.
📊
Weekly Reporting
Clear updates each week during build. Measurable checkpoints at each phase.
🛡️
No Org Change Needed
This sits behind your existing Shopify store. No team restructuring. No process overhaul.
05 — TIMELINE

Build Schedule

From approval to fully operational.

Week 1
Infrastructure Deployed
Cloud server provisioned, containers configured, SSL and monitoring active.
✓ Checkpoint: Server live, admin access granted
Week 2
Shopify + TikTok Connected
Store integrations wired, TikTok Shop configured, optimisation workflows loaded.
✓ Checkpoint: TikTok Shop live with 3–5 products
Week 3
AI Media Workflows Live
Script generation, image creation, and UGC-style video pipelines operational.
✓ Checkpoint: First AI content batch produced
Week 4
Testing, Documentation, Handover
Full system testing, documentation delivery, team walkthrough. You're in control.
✓ Gate: Full review — proceed or exit before ongoing commitment
Total delivery: 3–4 weeks from approval
06 — INVESTMENT

Investment

One price. All four pillars. No hidden fees.

One-Time Build
£4,000
Full infrastructure build & deployment
  • ✓Infrastructure Layer (dedicated server, containers, SSL, backups)
  • ✓AI Media Factory (scripts, images, UGC-style video workflows)
  • ✓Commerce Optimisation Engine (review mining, PDP, competitor analysis)
  • ✓TikTok Shop Setup (integration + 3–5 product optimisation)
  • ✓Full documentation & team handover
Monthly Infrastructure
£500
Server, maintenance & monitoring
  • ✓Dedicated server hosting
  • ✓Automated backups & SSL
  • ✓Uptime monitoring
  • ✓30-day exit clause — no lock-in

Estimated Monthly Running Costs

Infrastructure & maintenance£500
AI tool subscriptions (paid directly by brand)£100–300
Estimated Total Monthly£600–800
📌
Context: £4,000 is less than one month's estimated lost revenue from the acquisition gap. Monthly cost is equivalent to one day's worth of Google Ads spend. This is infrastructure that compounds — every workflow added makes the next one cheaper.
07 — DECISION

Next Step

What We Need From You

Three things to get started. Nothing else.

1
Confirm approval
to begin build
2
Provide Shopify &
TikTok access
3
15-minute kickoff call
to align priorities
✅ Approve & Start Build →
Build begins within 48 hours of approval. Week 4 gate before any ongoing commitment.
APPENDIX

Board Decision Summary

Forward this to anyone who needs to approve.

Decision Summary Internal Use

  1. New customer acquisition has declined 84% (24,600 → 3,900/year) since 2020, driving a 42% revenue decline from peak (£1.82M → £1.05M).
  2. Product-market fit is strong: 68% of orders are repeat purchases, AOV increasing from £26 → £35 (2018–2025). The decline is a discovery problem, not a product problem.
  3. 85% of orders depend on two Google channels (Organic + Google Ads) in 2025. Facebook is 0.1%. TikTok and Instagram are zero. This is a single point of failure.
  4. Proposal: Install owned AI infrastructure for content automation, TikTok Shop, PDP optimisation, and competitor insight extraction. Not an agency dependency — brand owns all assets.
  5. Investment: £4,000 one-time + £500/mo infrastructure + £100–300/mo AI tools. Estimated total ongoing: £600–800/month.
  6. Timeline: Fully operational in 3–4 weeks with weekly checkpoints. Week 4 review gate before ongoing commitment.
  7. Risk controls: No mass AI publishing (SEO-safe), 30-day exit clause on monthly, brand retains all access/data/code, weekly reporting during build.
  8. Recommendation: Approve build (£4,000 one-time). Measurable Week 4 checkpoint: infrastructure live, first AI content batch produced, TikTok Shop configured with 3–5 products. Conservative ROI shows payback within 4–14 months depending on new customer acquisition rate.
QUESTIONS

Anticipated Questions

Is AI-generated content good enough for our brand?+
Yes — with the right controls. All output is structure-led and human-reviewed before publishing. We do not mass-publish AI content. The system generates drafts and options; your team approves what goes live. This is the same approach used by premium DTC brands globally.
Will this actually bring new customers?+
The infrastructure creates the capability to reach customers on channels you're currently absent from (TikTok, social, content-driven discovery). Your product already converts and retains — the gap is solely in discovery. Even modest new-channel performance (25–50 new customers/month) delivers positive ROI within months.
What if it doesn't work?+
Week 4 is a formal review gate. If you're not satisfied with the build, there's no ongoing commitment. Monthly infrastructure has a 30-day exit clause. The one-time build cost covers real infrastructure you retain regardless — server, workflows, content library, TikTok Shop configuration.
Who manages this after handover?+
The system is designed to be low-maintenance. Documentation covers all workflows. Day-to-day content generation is semi-automated — your team reviews outputs, not builds pipelines. The £500/mo infrastructure fee covers server maintenance, monitoring, and backups.
What access do you need?+
Shopify collaborator access (not owner), TikTok Shop credentials, and any brand guidelines/assets you have. We do not need payment processor access, customer PII, or admin-level Shopify permissions.
Is our data secure?+
Your infrastructure runs on a dedicated server — not shared. SSL encrypted, automated backups, and the brand has full admin access. No data is shared with third parties. You own the server and everything on it.
How is this different from hiring an agency?+
An agency charges monthly for services and you own nothing when you leave. This is a one-time infrastructure build — you own the server, the workflows, the content, and the integrations. The £500/mo covers hosting and maintenance only. If you cancel, you keep the infrastructure and can self-host.
Prepared for Just Vitamins · March 2026 · Confidential
Data source: 728,018 validated orders · Nov 2005 — Jan 2026